Hickford moves from Bulla to Don

CMO50 2017 entrant looks forward to reviving iconic Aussie brand

Nick Hickford
Nick Hickford

Former Bulla executive, Nick Hickford, has been appointed marketing and innovation director for Don Smallgoods (George Weston Foods).  

Stepping into the new position in November, Hickford has been tasked with bringing the Australian iconic brand back into the forefront of consumers’ minds, as well as implementing a strong innovation agenda. 

Hickford, who featured on the CMO50 2017 list, was Bulla Dairy Food’s former general manager of marketing and innovation for more than three years. 

“I am passionate about innovation, advertising and, most of all, great brand strategy. I am thrilled at being given the opportunity to leverage my career experience to reignite the brand at Don; an iconic Australian brand, which, although sitting in number one spot for unaided awareness, has lost some attention in recent years. I’m looking forward to working closely with the team to put new life into the brand,” Hickford said.

Hickford and his team turned Bulla into the number one most recognised dairy brand in Australia, much of it due to the advertising campaign, ‘Unfakeable’ delivered as part of the new master brand strategy. In his CMO50 2017 submission, Hickford said the purpose of ‘Unfakeable’ campaign was to re-engage consumers with the Bulla brand and revive flagging sales and market shares. In its first year, the campaign increased unaided brand awareness by 50 per cent at a national level. 

Prior to Bulla, he was the CEO of Wilson Everard Advertising, and also ran The Bridge Consulting Group for five years, working on brands including Woolmark, National Australia Bank, Dairy Australia, Murray Goulburn Dairy, Bulla Dairy Foods, SPC Fruit, and Europcar.

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

Cannes Part 2: How Adidas is maximising digital while articulating culture

“Retail is not dead”. This was the bold statement made by, Michael Treff, president of Adidas’ digital creative agency, Code and Theory, at this year’s Cannes Lion festival of creativity.

Nickie Scriven

CEO, Zenith

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in