ABC Innovation appoints first head of strategy to bolster digital might

Louise O'Donnell takes up one of three new executive roles created to help the digital and mobile business unit better its audience engagement approach

Louise O'Donnell
Louise O'Donnell

ABC Innovation, ABC’s digital and mobile business, has appointed its first head of strategy as part of a leadership restructure aimed at improving its customer centricity.

Louise O’Donnell takes up the newly created role on 18 August and was most recently digital director for Hoodlum, as well as strategic project director consultant for Network Ten creating its new TenPlay cross-platform offerings.

She has 17 years’ experience in digital strategy including a stint as project director for YouTube Symphony Orchestra in 2011, which generated more than 33 million streams. She also covered digital and broadcasting at the Sydney Opera House, was national head of digital and interactive for Leo Burnett, and set up the Australian platform for Big Brother Interactive while working as executive producer of Southern Star Endemol.

In a statement, ABC Innovation director, Angela Clark, said O’Donnell was taking up one of three roles created to emphasis the group’s core capabilities in design, strategy, product management and development. The changes are also about ensuring the unit develops online and mobile offerings “in a way that is audience and product focused”, she said.

ABC Innovation looks after ABC’s website, its mobile app properties, and generates digital media content for online, mobile and emerging platforms. Recent initiatives included the launch of the tablet app, The Brief; as well as partnerships with Australian galleries, museums and libraries for ABC Splash, an education portal which presents archival documents, artworks, artefacts and Shakespearian works in digital form.

The other two roles being created are head of user experience and service design, which will oversee user experience and design as an integrated team; and enterprise product lead, which will manage the ABC’s homepage, apps, header, footer and search.

The changes follow the departure of the first head of online and mobile, Mark Dando, who joined ABC Innovation in 2012.

“Louise brings a wealth of knowledge and experience to the team, having pretty much covered the full spectrum from digital strategy in TV, radio to content – kids, interactive storytelling, drama, local news and arts as well as digital marketing and advertising,” Clark commented.

O’Donnell welcomed the opportunity to work on ABC Innovation’s new projects and partnerships.

“My background is in broadcast and digital production, driving audience engagement through integrated communications strategies and seamless user experience, so I’ll be able to apply many facets of this to the ABC’s digital offerings,” she said.

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

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

great case study, content has always proved to be an integral part of making a brand, now social media marketing is also one tool that ca...

Govind Dadhich

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Latest Podcast

More podcasts

Sign in