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

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in