Deloitte poaches McCann creative trio to head up new brand creative and media team

Deloitte Digital lead partner tells CMO the recruits are part of efforts to bring creative and brand thinking into customer experience design

Deloitte Digital’s lead partner says the decision to recruit three leaders from McCann Melbourne to head up its new brand creative and media team is about unifying brand strategy with customer experience design across the consultancy.

Deloitte this week revealed three leaders from the creative agency – David Phillips, Matt Lawson and Adrian Mills – are joining its ranks to head up brand creative and media. The trio have been a driving force at McCann, winning 82 Cannes Lions between them and spearheading development of some of the most high-profile Australian campaigns in recent years.

Mills, for example, is known for the ‘Dumb Ways to Die’ campaign, while Phillips is credited with leading McCann to win top rankings at the APC Effies and WARC awards. Lawson was recognised as the top copywriter in the world by the 2017 Global Big Won report.

Upon starting at Deloitte, Lawson becomes principal and chief creative officer, while Mills and Phillips join the business as partners. The trio will work with Deloitte Digital, the consultancy’s broader consulting business, along with the rest of the professional services firm.

Deloitte also revealed McCann’s Justine Mills is joining the team as director of media to help support clients looking to bring media services in-house to integrate this with existing business capabilities.

Deloitte Digital lead partner, Steve Hallam, told CMO the team will “supercharge” the consultancy’s ability to ensure brand creativity and brand strategy are an integral part of the experiences it creates for customers. He saw them as an integral part of the Deloitte team and said their strength is their ability to clearly articulate and build the right idea to help businesses shift their brand thinking.

Their appointments comes off the back of a raft of acquisitions Deloitte has made in the agency space, all aimed at unifying more ‘agency-like’ services, such as creative, media buying, social and digital design, with its suite of business and customer experience consulting services in order to sell to the CMO and digital chief. These acquisitions include The Explainers in August last year, Salesforce Marketing Cloud implementer, Cinder Australia, last October, and social analytics consultancy, Digivizer.

“While we see this as a new and very exciting offering for the Deloitte Digital team, we will also be integrating their creativity into our existing capabilities and offerings as well,” Hallam said. “This will include our teams from Kid Neon, The Explainers and Cinder Agency, but also within our wider Deloitte Digital team.

“Whether that’s designing new offerings and products, walking into a physical space, designing customer experiences exploring new ideas through AR or VR, visual storytelling or using a mobile app.”

Phillips noted marketing’s transformation in recent years. “There are those that are falling behind, and those that are trying to catch up,” he said. “For Australia’s leading organisations to survive, the best creative talent needs to work with the best strategists, the best data scientists and the best digital technicians and they can only get that at Deloitte.”

Mills also believed clients shouldn’t have to choose between a creative agency and “an accountable agency”.

“It is inspiring to see a truly intelligent business putting creativity at the heart of its offering,” Lawson added. “These days, the most effective creative solution is rarely just advertising.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, 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

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in