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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...

Bagen Andrea

What this millennial marketer is doing to shake up conveyancing

Read more

Blog Posts

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Why marketing and UX teams must join IT on cyber security

For far too long, cyber security has been considered the sole domain and concern of the IT department, with other departments including marketing, UX and design, firmly entrenched in the belief it is not their concern. The reality could not be further from the truth. In fact, this view is dangerous as it could lead to irreparable brand damage and a lack of trust in consumer behaviour.

Nicki Doble

CIO, Cover-More Group

Sign in