Betfair, Telstra marketer joins -lution as partner and strategy leader

Nick Thomas joins new Australian agency helping brands build in-house agency capabilities

Former chief customer officer of Betfair Australia, Nick Thomas, has joined marketing transformation agency, -lution, as its new partner and chief strategy officer.

Thomas spent just over two years with Betfair, overseeing both marketing and customer strategy. For the last six months, he’s been working as a marketing and digital consultant. Thomas’ resume also includes stints in Australia as chief marketing officer at RACV, general manager of consumer at Telstra. Prior to this, he worked in marketing, digital and customer engagement in the UK across organisations such as GE, Telefonica UK and Abbey National. 

Partnering with -lution founder and CEO, Chris Maxwell, the pair said Thomas will bring further CMO client-side experience to the in-house agency consultancy as it continues strong growth momentum in the Australian market.

“I am delighted to be joining Chris and the -lution team so we can help more businesses unlock the power of in-housing,” Thomas said in a statement. “During my time at Betfair, I was a foundational client for -lution, as they helped us build our internal agency and hybrid model. I have run a similar model a number of times in my career and know well the benefits it can bring for agility, creativity and efficiency.

“I have stayed close to Chris as -lution has become Australia’s leader in in-housing and hybrid models, and I am excited to partner with an incredible group of clients to help them evolve and grow their businesses.”

Nick ThomasCredit: -lution
Nick Thomas

Maxwell was equally delighted to be having Thomas join permanently as a partner in the business. “He has led marketing teams at some of the biggest brands in the world and brings a global perspective to his thinking. -lution is about marketers working with marketers, and our clients are telling us that having this approach is really cutting through for them,” he said.

Founded two years ago, –lution is focused on helping brands build in-house agency teams as well strategic marketing capabilities. Its recent client acquisitions include Sportsbet, Treasury Wine Estates, Birchal, The Star Entertainment Group and Dulux Group. The consultancy recently partnered with Treasury Wines to design and build its integrated in-house agency, Splash, which launched last week, and is implementing a new global digital marketing transformation program for Treasury’s premium brands division.

The agency also said it’s partnering with Sportsbet to build internal creative culture and capability, along with streamlining its in-house operations, including brand and regulatory compliance processes. 

Nominations for the CMO50 2022 list of Australia's most innovative and effective marketing leaders are closing on 26 August 2022! Don't miss this opportunity to be recognised among the best marketers this country has to offer as well as celebrate your team's achievements get your questionnaire completed now:

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