IAG confirms interim CMO

Zara Curtis says realising brand is the focus as she manages marketing for the insurance giant

Realising brand value is the name of the game for Zara Curtis, who has been appointed interim chief marketing officer at IAG.  

The insurance giant confirmed Curtis assumed the interim CMO post in September following the departure of Brent Smart, who left to take up the CMO reins at Telstra. Curtis has been IAG’s director of content and customer engagement since May 2019. She originally joined IAG in 2018 as director of content after five-and-a-half years with Freemantle Media working across commercial, digital, branded entertainment, partnerships and licencing.  

IAG has confirmed it’s now undertaking a recruitment process for a permanent CMO, exploring both internal and external candidate options.  

For now, Curtis said she’s seeking to build on the work the team has delivered. “I'm proud of the journey we’ve been on with Brent and the marketing team, and the results we’ve achieved together,” she stated.  

“Since the beginning, we’ve been focused on putting the value back into the brand. As acting CMO, I will lead the marketing team to realise that value, and continue to drive growth across the business, achieving commercial outcomes via creativity.”  

Smart officially stepped into the Telstra role in September after five-and-a-half years with IAG. Prior to this, he held CEO, MD and senior leadership roles in the agency space locally and globally, including Saatchi & Saatchi New York, BBDO and M&C Saatchi.  

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