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As part of its ongoing efforts to strengthen customer engagement, a Sydney-based multinational insurance company has appointed a former Saatchi and Saatchi New York chief to a newly-established, group-wide role.
IAG, with brands including NRMA Insurance, CGU, SGIO, SGIC, and WFI in Australia, as well as NZI and AMI in New Zealand, has appointed Brent Smart to take on the role of chief marketing officer (CMO).
Smart will commence his CMO duties in mid-February, joining IAG’s customer labs division, which is responsible for driving the insurance giant’s customer strategy; digital delivery and driving data; product, pricing, and marketing innovation; and new business innovation and venturing. He will report to Julie Batch, chief customer officer.
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In his new role, Smart will lead group-wide marketing activity, including brand and portfolio strategy, media buying, direct digital media and search, marketing operations, and marketing innovation.
Smart brings to the company more than 20 years of creative, brand, and content experience, most recently as CEO of Saatchi and Saatchi’s global headquarters in New York from 2013 to 2016, and world managing director from 2011 to 2013. Prior to Saatchi and Saatchi, Smart occupied executive roles at global advertiser BBDO.
“Brent is recognised as a global creative leader and has delivered integrated marketing campaigns for some of the world’s most iconic brands,” Batch said of Smart.
“He brings to the table significant customer and market insights, impressive campaign credentials, and extensive experience in fostering creativity in organisations.”
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