How the pandemic revealed the antidote to marketing’s image problem
What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.
Miele appoints marketing director for A/NZ
Michele Laghezza joins Miele A/NZ from Italy
-
Vanessa Mitchell (CMO)
Former Miele marketing director for Italy, Michele Laghezza, has been appointed marketing director for the manufacturer of domestic appliances in Australia and New Zealand.
Commencing his role this month, Laghezza brings 10 years of in-depth brand knowledge to the Australian and New Zealand division, which is one of the brand’s strongest growing markets. His remit includes continuing to strategically position the brand to consumers, enhance Miele’s customer experience touchpoints, and strengthen brand awareness across this region.
He is replacing the former marketing director, Gabriella Franklin, who departed the role earlier in the year.
“I’m passionate about the brand and its philosophy, and am thrilled to be given the opportunity to leverage my knowledge from the European sector to lead the Australian and New Zealand team in continuing to deliver fantastic products and extraordinary experiences to all of our customers,” he said.
During Michele’s time at Miele’s Italian headquarters, Laghezza was responsible for brand strategy and communications, which included being one of the first to introduce influencer marketing, combining emotional communication with more ‘technical’ product messages. He was also a member of the international strategic group responsible for Miele’s global communications.
Prior to Michele’s time at Miele, Laghezza gained more than 12 years of experience in the automotive industry, working across Fiat Chrysler and Honda Automobiles.
Managing director of Miele Australia and New Zealand, Sjaak Brouwer, said he’s thrilled to welcome Laghezza to the Australian and New Zealand division of Miele.
“We’re looking forward to seeing Michele bring his brand knowledge, eagerness to innovate and passion to life in this market, continuing to drive the Miele brand awareness to our consumers,” he said.
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
Canva's mission is to empower people with the ability to design anything they want. To do this, They've had to balance experimentation an...
Digital Davaoena
xx - CMO Australia
Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.
Iggy Pintado
Introducing Return on Outcome (ROO) - Brand science - CMO Australia
Beautiful article.
Hodlbaba
15 brands jumping into NFTs
"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...
Nate Ginsburg
Why the newest member of BT’s contact centre is a chatbot