Network Ten executive GM Russel Howcroft to join PwC Australia as CCO in March next year
PwC Australia has today announced that media, brand and marketing expert, Russel Howcroft will join the firm in the newly created role of chief creative officer and will also be a key leader in the firm’s new CMO Advisory practice.
Howcroft, currently executive general manager of Network Ten and a regular of the ABC’s Gruen program, will take up the role in March 2017.
PwC’s CMO Advisory business will work across six critical business areas: brand strategy, marketing strategy, market insights, marketing performance analytics, marketing structure and operations and creative solutions.
Says Luke Sayers, CEO, PwC: “Russel is one of the most outstanding media, brand and marketing executives in this country so we are delighted he is joining PwC.
“Our new CMO Advisory practice has been created in response to client demand for independent, transparent and expert advice relating to all areas of marketing and brand strategy effectiveness.
“The marketing mix has become increasingly complex with the splintering of audiences via the rise of digital and social media.
“Many executive teams and Boards are looking for independent advice on what is often a very sizeable investment into marketing and ensuring the spend is aligned to business strategy and delivering real value.
“Having experienced former CMOs and heads of agency working alongside our clients is a very exciting proposition.”
Recent other hires strengthening this capability include former Ogilvy and TBWA executive, Justin Papps, who was until recently global head of communications and brand for the QBE Group, as well as former managing director of Clemenger BBDO Brisbane, Vanessa Brennan.
Sayers said PwC expected the business to grow quickly: “This is not just testing the water; we see huge growth potential with our CMO Advisory business and will be looking at both strategic acquisitions as well as organic growth.”
The business will work closely with PwC’s existing Experience Consulting business, encompassing design, digital and creative services through The Difference, Experience Centre, and Creative Communications.
Says Howcroft on his appointment: “If businesses are to achieve better than expected results, they need to harness the commercial power of creativity. Creativity in all its forms needs to be nurtured, promoted and championed.
“PwC have given me the opportunity to do this within an environment that we believe can truly make a difference. I am looking forward to working with the partners of PwC and their clients.”
8 Comments
Boom schnitzel!
CCO? – and the guy’s never made creative work. ‘But he has a televised opinion on ads ‘n all that, so he must know shit? Sure, in the same way art critics have an opinion on art but can’t actually make any. Bogus.
Get your point, but I’ve worked with Russ in the past and he’s a better CD than most of the idiots around these days.
Mind you that was at Arnold’s when they had an awesome CD running it.
I don’t think it’s THAT kind of Creative Director anyway.
Consultants like PwC get paid vast money just for their business advice (which Rus is more than capable of giving).
Some people seem to think that if you’re not a copywriter or art director you’ve got no right to be called ‘creative’. In my experience, most ad creatives are no more creative than anyone else. They just like to dress like they are! Russel, is every bit as creative as the rest of us, if not more so. Would I take advice from Russel? Yep. Would i take it from most copywriters and copywriters more intent on making an ad than helping their client grow their business? Nup.
pwc are awesome at selling in the promise of a shiny data set and how it can be used to segment and target. What they need, though, is someone who makes sure that they deliver a benefit to the client rather than a lot of sound and fury that ultimately underperforms and leaves the bill payers feeling like someone’s picked their pockets.
Isn’t that why Russ will be perfect?
Seems like a better fit than being boss of a TV network. But by all means, argue about the semantics.
This nonsense of calling Art Directors and Copywriters ‘Creatives’ has always irked me. They’re art directors and copywriters, that create on-brand, engaging and effective advertising campaigns. Creative is what they do, what their work should be, not what they are by default.