This week on Mi3:
CommBank marketing chief Monique Macleod on in-housing, the kind of marketers she needs, blending art and science, and brand building out of Covid
CommBank’s analytics chief Andrew McMullan recently credited CMO Monique Macleod as a major influence in driving the alignment of marketing and technology functions, creating stronger outcomes for customers via a balanced blend of art and science. For her part, Macleod believes transcending silos is enabling the bank to unlock greater value than the sum of its parts. Now she says the bank is actively focusing on hiring talent with “a growth mindset” as its 200-strong marketing team continues to do more work in-house. But agencies on CommBank’s roster shouldn’t panic just yet – Macleod says there will always be a role for external partners. The bank is working on its in-house remit and promises to stick to it.
Read Paul McIntyre’s Deep Dive article (6 min. read):