Page 59 - Adnews Nov-Dec 2022
P. 59
Feature
Does an
agency need
a CMO?
AdNews sits down with Havas Media Australia’s chief marketing officer Francis Coady and unpacks the importance of shaping a role around talent, not the company.
WORDS BY
ASHLEY REGAN
The past few decades have seen the industry shift from Mad Men lunches with contracts signed over three martinis.
Now as the marketing landscape is controlled by media agencies who hold the buying power, it’s no surprise that these businesses are starting to utilise a chief marketing officer (CMO) to ensure their agency has a clear branding direction and achieve business goals.
As the most senior marketing position, a CMO is a comprehen- sive role that requires an individ- ual to juggle many moving parts and wear many hats.
Each part of Francis Coady’s dynamic career has unknowingly shaped him into the perfect CMO for the untraditional position within a media agency.
From managing old rock band Thirsty Merc, to children's group High Five, a list of Triple J hip-hop groups and the Bondi Short Film festival, Coady’s career has histor- ically been entertainment based.
“An artist would come to me and I would help them exploit their copyrights, from publish- ing songs, touring arrangements
www.adnews.com.au | November-December2022 59
