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“A CMO is a direct correlation between full end-to-end marcoms of a business and sales - that's the whole business end-to-end,” Coady said.
“So why not treat a 340-person business the same as your client who is half the size and also has a CMO?
“My job right now, in relation to communicating with an audience, is essentially the biggest communication channel.
“I've had phone calls from mates in other holding groups saying, ‘we need a real hand with this because we've got 1,500 employees, or 1,800 employers, and we don't have a unified comms to market’.”
Being a CMO is a big role, but Coady has implemented an acute struc- ture of the responsibilities, dividing the role into three parts to ensure he can keep up with demands.
“The first section of the role is internal and external communica- tions,” he said.
“Anything to do with Havas Media Group in any employment pro- grams, approaches to market, corporate wins, initiatives with clients - anything like that, I'll work very closely with PR to formulate comms.
“Basically, my PR team and I work out how we can build and market a narrative around what the hell we're doing at Havas Media.
“The second part is existing and new client relationships - talking with clients, discussing their needs and understanding what other services they'd like to explore.
“And then the new business side of things, where I'm constantly talking
“Why not treat
a 340-person business the same as your client who is half the size and also has a CMO?”
CMO Havas Media, Francis Coady
to people in the market and my network of people I’ve built over the last 25 years to source new cli- ents and accounts.
“But new business is also largely derived from me scouring the net to find gaps where we think an existing client might want to use our services - I also get con- tacted now for new business.
“Those two are the two core roles, but the big love of mine is executively producing on bigger and larger format content projects.”
One of Coady’s recent EP works saw him as the series creator for Destination New South Wales’ The Long Road series, which took two passions from the campaign’s tar- get demographic – music and travel - to create a six-part content series launched across social media.
The series brought together music and travel seamlessly by tak- ing six critically acclaimed Australian artists on road trips across NSW, showcasing the stun- ning landscapes and unearthing the local community spirit.
The series reached 7.3 million unique users across AU and NZ, fea- turing some of Australia’s biggest music artists including Amy Shark, Guy Sebastian, Baden Donegal from Ocean Alley, Troy Cassar-Daley, Polish Club and Connie Mitchell from Sneaky Sound System.
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