In a shock departure, National Australia Bank’s CMO, Andrew Knott, is leaving the organisation after two-and-a-half years in the role.
The former McDonalds regional media and digital leader was recruited by NAB to fill the shoes of Sandra de Castro, who left the banking institution in July 2015 after more than four years.
Prior to joining the banking group, Knott was chief digital officer for advertising agency, Euro RSCG (Havas Worldwide), where he oversaw the digital agenda across social, mobile and content. Knott’s resume also includes senior marketing and digital roles, such as VP of marketing at Salesforce.com, and VP of strategy and operations at Ogilvy across Australia and Asia.
NAB chief operating officer, Antony Cahill, said Knott will be leaving NAB in early July. He highlighted Knott's transformative approach to marketing, with market-leading capabilities in digital and customer analytics, executing in a highly personalised and customer relevant way at scale.
“Andrew joined us two-and-a-half years ago and, in that time, has re-positioned the NAB brand under More Than Money; a brand proposition that works for the entire NAB organisation. Most importantly he has focused on people – bringing key talent to supplement the existing team and providing career development and leadership opportunities,” Cahill said.
“While I’m disappointed to see Andrew leave NAB, we have spoken about his new role at length and Andrew will be leaving NAB on strong terms. Furthermore, Andrew’s appointment is in part due to the strong performance of the marketing team and it is pleasing to see this being recognised externally. Andrew is leaving on good terms and is working with me to find a successor.”
Knott said It is with genuine regret that he leaves "one of the best marketing roles in the country".
"It has been a privilege to lead this extraordinary team and to do some of the best work of my career,” he said.
The outage downed ATMs, EFTPOS and online banking across the country and occurred at a time when Australian banks are already suffering serious brand damage through the Banking Royal Commission.
In an effort to ‘make it right’, NAB promised to compensate business customers who suffered losses in the apology.
Welcome to Launch Marketing Council’s new 3-part series focused on unlocking the secrets of launching brands, products and service by exploring real-life examples from Australia’s marketing elite, in conjunction with the independent agency Five by Five Global.
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.
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.
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?
It's an interesting direction, and fair play that they've backed what their service differentiator in the market is. It's a bit clunky bi...
Jeff
Versa launches bot-activated website
Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.
Sumit Takim
In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne
Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...
ravi H
10 lessons Telstra has learnt through its T22 transformation
thanks
Lillian Juliet
How Winedirect has lifted customer recency, frequency and value with a digital overhaul
Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....
Sheetal Kamble
Jurlique’s move to mobile POS set to enhance customer experience