Tourism Australia's Nick Baker wins AMI Marketer of the Year

But the most emotional winner at the AMI Excellence Awards was VIE Marketing for its campaign on Scenic Rim 4Real Milk

Outgoing Tourism Australia CMO, Nick Baker, has been crowned Marketer of the Year at this year’s Australian Marketing Institute (AMI) Excellence Awards.

The executive general manager of marketing (pictured), who announced his resignation from Australia’s promotional body earlier this week after seven years, used his thank you speech to urge marketers to drive the creativity message through their organisation.

“Creativity lies at the heart of innovation,” Baker told attendees at the annual awards event, held at Sydney’s Sheraton on the Park last night.

But he also flagged the importance of technology in modern marketing success and called on marketers to “take your CIO/CTO to heart”.

Baker added that there’s never been a better time to be a marketer. Baker was also awarded the ADMA Marketer of the Year Award in 2013.

Related: Tapping into social experience: Tourism Australia’s Nick Baker

The most emotional winner of the night was VIE Marketing, which was honoured with the top award for its ‘Saving a Farm and Family’s Legacy’ integrated marketing campaign for milk producer, Scenic Rim.

The campaign was centred around third-generation dairy farmer, Greg Dennis, who had received a below-production cost offer from its milk processor that would have seen him go out of business. In what was described as a David and Goliath battle, Dennis opted to go out on his own and bottle his own milk.

The program of work to launch the new Scenic Rim 4Real Milk brand incorporated an extensive media campaign, strategic social media and ‘farmer Gregie’ presenting at a range of events across the region. According to Vie, the milk sold out within hours of the launch and stocklists doubled within the first month.

The AMI also honoured Lorna Jane Clarkson, the founder of Lorna Jane Activewear, with the Sir Charles McGrath Award for her stellar success in retail, social and digital marketing, and ongoing growth.

Related: Delivering the digital experience at Lorna Jane

At the other end of the spectrum, Barnardos Australia marketing and communications officer, Sarah Mathews, was awarded the Future Leader Award for her work on the organisation’s new brand identity.

The rest of the winners are as follows:

  • Brand Extension – Fair Go Banking, Newcastle Permanent Building Society
  • Brand Revitalisation – Taste the Bundaberg Brewed Truth, Bundaberg Brewed Beverages and BCM
  • Consumer Insight – Pride and Patchy Crops, Bayer
  • Content Marketing – Content Marketing Strategy – University of Southern Queensland
  • Corporate Social Responsibility – CSR at Manheim Supporting Kids Under Cover, Manheim
  • Digital Marketing – Monday’s the New Sunday, Icon
  • Education – “It’s my university. Make it yours.” Australian Catholic University
  • Experiential and Brand Experiences – Clicktosave, St John Ambulance WA
  • Internal Marketing – Staff Giving Program, La Trobe University
  • Loyalty Programs – Bayer ‘Accelerate’, Synchro Marketing
  • Marketing Communications (Business to Consumer) – How Mr iSelect became the Unlikely Hero of Health Insurance, iSelect and AJF Partnership
  • Marketing on a Shoestring – Illicit Drug Campaign, ACT Policing
  • New Brand, Product or Service Launch – Saving a Farm and Family’s Legacy, VIE Marketing
  • Social Marketing – Ungiven Gifts, Graffiti Group
  • Sustainable Marketing – Sustainability at Mater, Mater Health Services

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Latest Podcast

More podcasts

Sign in