Conversations over a cuppa with CMO: Suncorp's Mim Haysom

Loading the player ...

The crisis we've all had to navigate our way through for over three months has not only changed customer behaviours in recent times, it's also a catalyst for changing marketing dynamics as we recover and find our way to a new normal. In this latest episode of Conversations over a Cuppa with CMO, Suncorp executive general manager brand and marketing, Mim Haysom, shares how she's adapted her brand strategy and what she believes it'll take as marketers in the next phase.

In a career spanning two decades, Mim has become recognised as one of Australia’s pre-eminent leaders in marketing. 

In her role at Suncorp, Mim leads Suncorp’s network of brands, which include Suncorp, AAMI, GIO, Apia, Shannons and Vero. She is responsible for setting the overall brand strategy and the end to end marketing program across all of the brands in the portfolio including brand strategy and positioning, digital and programmatic marketing, marketing automation, social and content, sponsorships, 1:1 customer lifecycle management, and master media management.

Previously general manager for M&C Saatchi, Australia’s largest advertising agency, Mim has been globally awarded for building the brands of some of Australia’s most recognised companies including Commonwealth Bank, IAG, ANZ, Woolworths, Lexus and Optus. In 2017 under Mim’s leadership, M&C Saatchi was named Australia’s most innovative company by the Financial Review.

Mim is known for delivering cut-through creative that delivers results. She is passionate about supporting the next generation of creative and marketing leaders and has been recognised as an industry leader for her drive to find new ways to move the industry forward, as well as being an active speaker and mentor.

Mim is also a board trustee for St Vincents Clinic Foundation, and a member of the advisory board for Wheelchair Rugby Australia.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

More whitepapers

Latest Videos

More Videos

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in