Russel Howcroft joins PwC as Chief Creative Officer

12 December

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.

Mr 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.

PwC Chief Executive Officer, Luke Sayers says, “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,” Mr Sayers said.

“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.

Mr 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.

Commenting on his appointment, Mr Howcroft said, “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.”

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