It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
Former Helloworld CMO, Kim Portrate, has re-emerged as the inaugural CEO of a new Australian TV research and marketing firm.
Portrate joins Think TV, a new research driven, marketing and technology development organisations focused on the TV industry, from 1 July. The business was established in May with the backing of Australia’s major commercial broadcastings Nine Network, Seven Network, Network Ten and Multi Channel Network/Foxtel.
The business aims to develop research and initiatives to improve the perception of TV as a drivers of commercial benefits for its advertisers.
Portrate was most recently chief marketing officer at travel retailer, Helloworld, a role that saw her recognised as one of the top marketers in the country in CMO’s inaugural CMO50 list in 2015. Milestones during this time included the launch of the company’s new retail brand, consolidating five legacy businesses and helping to spearhead a technology and digital-supported organisational transformation.
Prior to that, Portrate spent five years as GM of consumer marketing at Tourism Australia overseeing marketing across 22 countries. She was also formerly a brand manager at Unilever, and worked with the likes of Power Brewing, Pepsi Cola, Optus and AMP during her time with creative and media agencies locally and globally including FCB, BBDO and Carat.
Think TV chairman, Russel Howcroft, said Portrate’s appointment followed an extensive local and international search.
“Kim’s extensive experience and outstanding credentials as both a senior marketer and in senior strategic roles in agencies is a perfect combination of skills as we seek to stamp TVs dominance as a powerful medium that delivers results for advertisers,” he said.
Commenting on her new professional role, Portrate said it was an exciting time for the TV industry.
“I’m thrilled to take this important role at Think TV. Television remains at the cultural heart of society and builds emotional connections unmatched by any other media,” she sid.
“ It will be my goal to lead a collective effort by our broadcasters to prove that TV is the clear leader in terms of advertising impact and return on investment.”