CMO interview: Tackling transformation of APN and out-of-home advertising

APN general manager of marketing talks through brand transformation, data-led audience insights and why CMO tenure is a problem


What types of data and insight are you’re endeavouring to provide clients first?

What we do in outdoor is provide audience. And we reach all people; that pool is deep. One of the fundamental changes to our business is moving away from being a real estate agent, to being able to articulate that audience.

If we can demonstrate that we understand that audience and why it adds value to the advertiser, then we’re one step ahead. So we use data to tell a story about your customer – here’s who they are, what they do and how they do it, and here are products that help you influence them along the journey, from transit to billboards. The solution is a means to an end.

Various figures suggest CMO tenure in Australia is shortening. As a CMO yourself, why do you think we’re seeing such a phenomenon?

We actually heard a lot about this when we were working with the Cannes keynote and presentations this year. On one of our panels, featuring agencies, creatives and marketers, we talked about award-winning ideas and how ballsy some of ones that won were. All panellists agreed you need tenure to get some of these ideas to happen. And they’re all about fostering strong relationships between the marketer and their agency. A lack of tenure is eroding some of these opportunities and creative possibilities.

One reason it’s happening is the pace we are moving at. But there’s also so much choice in terms of where we could work. Sometimes it’s people getting burnt out, but also there’s so much agility, people are just trying to keep up and stay a step ahead. It’s not hard to make a big difference quickly these days, so it could also be people getting that gratification sooner and moving on. But it is a challenge.

What are the top attributes modern marketing leaders need to lead today?

Firstly, you need the ability to collaborate and know marketing doesn’t have all the answers. You’re one voice in the business. But if the people in the organisation don’t believe in what we have to say, the message won’t get out there. Collaborating and aligning internally is therefore key.

There’s also something around healthy tension. There’s a lot of talk around whether to bring everything in-house versus doing it yourself. Being challenged by other parties is really healthy in the evolution of the brand.

As we’ve been on the journey with our new brand, we brought in an agency to get a fresh face to embrace what the new looks like. It’s hard when you have a team who’ve been working with a certain brand for a long time to get it and move on straight away. Working with an agency showed the team what’s possible.

As marketers, I also worry we are losing the ability to trust our guts. We now use data as a measure for everything – success as well as why we do something. I was attracted to marketing because I just if something felt right or not.

Trusting your gut is often where best work gets done and where the best work happens.

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

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I have recently worked on Big Data while studying on my certificate exam SAA-C01 Braindumps provides authentic IT Certification exams pre...

samried

The CIO and CMO Perspective on Big Data

Read more

Thanks for sharing the insights. The findings are spot on according to several encounters we had with various brands in the luxury retail...

Xen Chia

Report: Only 11 per cent of brands use customer data effectively

Read more

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

Read more

Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

Read more

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

Latest Podcast

More podcasts

Sign in