It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Tourism Australia has confirmed it is on the hunt for a new CMO after Nick Baker announced his decision to resign after seven years in the role.
In a statement, the national tourism promotional body confirmed Baker will leave the group at the end of January 2015 to look for new challenges outside the organisation. In a statement, Baker said his role with Tourism Australia has been the most significant of his professional life.
“Being part of such a dedicated team, getting to work on so many important projects with industry and our other partners has been incredible,” he said. “Together we’ve achieved some great things and that feeling of a job well done gives me great satisfaction.
“I believe we’ve developed a clear strategy to move our global marketing forward and also created the digital and social platforms necessary to compete globally in a hugely competitive market place.”
Tourism Australia managing director, John O’Sullivan, pointed to Baker’s work on three successful global campaigns, There’s Nothing Like Australia, Best Jobs in the World and more recently, Restaurant Australia, as examples of his significant contribution to the organisation.
“All of these campaigns have been meticulously planned, well executed and importantly, done so through strong teamwork and successful partnership with industry and our state and territory partners,” he commented.
“Another major achievement, for which Nick should be very proud, has been the creation of one of the world’s most successful social media marketing strategies.
“We will not only miss Nick’s marketing expertise, but his enormous enthusiasm and passion for our industry and for the Tourism Australia brand.”
Baker is one of Australia’s most respected CMOs and was awarded Marketer of the Year by the Association for data-driven marketing and advertising (ADMA) for 2013.
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