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 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
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in