Deloitte Australian CMO takes global marketing reins
- 06 August, 2020 06:15
Deloitte is promoting its Australian chief marketing officer to global CMO and has confirmed its first female local marketing officer from 1 September.
Matt McGrath, who joined Deloitte three years ago as Australian CMO following a stint as chief brand officer at Network 10, is taking the global CMO reins from Diana O’Brien. McGrath also retains the Asia-Pacific CMO position, which he took up 18 months ago.
McGrath told CMO the appointment was great recognition of the depth of talent in the Australian firm. He remains based locally and will continue to lead creative development across global brand campaigns. Prior to his brand chief role at Network 10, McGrath built extensive agency leadership experience including as CEO of Y&R Brands A/NZ.
“Diana [O’Brien, current global CMO] has done a magnificent job for the business of building a global community of marketing over the last two-and-a-half years. She has created that sense of connection across the globe, and those foundations are there,” McGrath said.
“My role is about how to drive the organisation more as a global brand and marketing organisation. It’s looking at how we coordinate and work as a global firm to drive the issues that matter most to our clients, and how we collaborate to get the best globally for the firm.”
McGrath described marketing’s role at Deloitte as creating meaningful conversations with clients around their business and helping the organisation solve their most complex problems.
“Our role is to foster those conversations, and spread the insights and ideas Deloitte has around the issues that matter to clients, which helps our teams engage with clients more effectively,” he said. “Our next step is working together to deliver maximum impact with our marketing campaigns.”
Digital, social and technology platforms are all part of driving more efficiency as a global marketing organisation, and McGrath said Deloitte has been moving in this direction for a number of years by standardising processes, linking up to a common CRM backbone, rolling out similar marketing engagement platforms, and adopting consistent campaign launch methods.
McGrath has already been a significant player in the global marketing mix as a member of Deloitte’s global brand council since 2017. He had an instrumental role in developing the professional services firm’s first global advertising campaign, ‘Make your Impact’, in 2018, and also worked on ‘WorldClass’, a global initiative that sees Deloitte striving to provide education and opportunities for 50 million people by 2030.
McGrath has also worked on digital campaigns over the past three years, Deloitte’s new global positioning around connectivity, and cited further global campaigns in the works.
“The brand is in good shape – we’ve been recognised as the number one professional brand globally for a couple of years now,” he continued. “The role of purpose in our brand has helped us differentiate in the marketplace. People want to see all facets of the brand, and how we think and feel on key issues like inequality and sustainability. There are lot of big opportunities for us to articulate and drive that going forward.”
Deloitte managing partner of clients, industries and markets, Peter Forrester, highlighted McGrath’s award-winning work since joining the team and was pleased to see him rise up the global ranks.
“We are delighted that Matt’s expertise and impact have been recognised at the highest levels in the firm and that he will continue to reinforce our reputation as a leader in world class creative brand and marketing campaigns,” he stated.
Meanwhile, the local CMO baton is being handed to Rochelle Tognetti, a 13-year veteran of Deloitte. The group’s first local female marketing chief has a background in digital marketing, and is currently chief operating officer for Deloitte’s Australian marketing team.
McGrath said Tognetti was a strong modern marketer. “She is an exceptional digital strategist with a strong focus on measurement and results, while also having outstanding leadership, team management and communication skills,” he commented. “It’s great that we will be able to continue working closely together to drive brand recognition for Deloitte and demonstrate our unrivalled expertise to help businesses locally and globally navigate the uncertainty of today, and plan for a better tomorrow.”
Deloitte has announced Tognetti will be supported locally by Carmen Roche, who takes up the newly created role of chief operating officer for clients, industries and markets. Roche also boasts of marketing experience in the professional services space including Deloitte in the UK and Australia.
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