​Sport Australia CMO and former ANZ bank marketing, chief Louise Eyres, is joining Vanguard investments in December as its first head of marketing for Australia.

The onslaught of technology and automation, performance-driven digital advertising and data-led marketing decision making are raising considerable questions about how to ensure creativity continues to flourish in the marketing function.

For years, there’s been an urban myth that Australia’s sporting codes are so competitive, they’d never willingly share marketing and audience insights. And it’s simply not true, says CMO of Sport Australia, Louise Eyres.

The digitisation and transformation of marketing, power of the personal, building and retaining customer trust, and striving for online retail relevancy are just some of the big themes to dominate the news this year.

More disruptive creative that combats physical laziness in Australians via digital and contextual messaging, along with national commercial partnerships, are among next steps for Sport Australia in the second wave of its ‘Move It AUS’ program.

The launch of the Australian Government’s Sport 2030 plan, new-look national sporting body, Sport Australia, and fresh marketing and community creative platform, 'Move It', are all part of an ambitious agenda to make Australia the most active sporting nation in the world.