Significant seven: respected marketers
Over the next few days, we are publishing highlights from this year’s Mumbrella Annual.
1. Mark Buckman, Telstra
In July, Australia’s largest marketing department restructured, giving new CMO Mark Buckman, who joined in December 2010 from CommBank, complete control.
His most visible change so far has been turning a dusty old brand into a kaleidoscopic trip with the “Welcome to life in full colour” campaign, taking the brand further away from its government roots.
2. Lucie Austin, Coca-Cola
Personalised the largest brand in the world with the ‘Share-a-Coke’ campaign, and caused hysteria in the soft drink aisles of supermarkets in the process.
3. Peter Boone, Unilever
The Dutchman marked his arrival in Australia by calling a media pitch. He then got the creative agency scene scrambling into action by saying he’d listen to all-comers. While other marketers were trimming their rosters, he fattened his by appointing five more agencies. Both a mover and a shaker.
Number 1 should have gone to Lucie Austin for an amazing idea. (edited by Mumbrella)
Was it really a “dusty old brand”? I do not think so.