MLA advertising mastermind moves on

MLA advertising mastermind moves on


Commercial
Meat and Livestock Australia’s group marketing manager Andrew Howie is moving on.

Meat and Livestock Australia’s group marketing manager Andrew Howie is moving on.

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Andrew Howie to take up role with Westpac

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THE beef industry’s guru of domestic marketing Andrew Howie is heading the way of big banking.

Meat and Livestock Australia’s group marketing manager Andrew Howie will leave next month to run Westpac’s advertising.

Mr Howie’s expertise delivered big results for the red meat industry amid plenty of controversy, including complaints to the advertising watchdog from various sectors, none of which were found to be justified.

His work included the famous “Operation Boomerang”, which upset vegans, and lamb campaigns - the most recent of which had the Hindu God at a meat table leading to complaints from religious leaders.

His insights into beef eating trends and consumer behaviour have also been lapped up at industry conferences and events during the five years he has served with the leading red meat service provider.

MLA said following a recruitment process to fill this position, a preferred candidate with a wealth of consumer food marketing, category management and account management experience in Australia and overseas has accepted the role and a formal announcement will be made in the coming weeks.

MLA has also engaged the services of leading strategist and marketer Chris Bulford from Circ Consulting to assist chief marketing and communications officer Lisa Sharp in supporting the domestic marketing team, including in the management of the upcoming summer lamb campaign, until the new manager commences.

In thanking Mr Howie for his work, MLA pointed to the significant returns to levy payers in recent years the domestic marketing team had delivered.  

This has included record breaking results for the last three summer and spring lamb campaigns that has helped secure annual volume growth of three per cent last financial year for the lamb brand, it said in a statement.

“Mr Howie and the team have also made significant changes in how they work during this time, including the implementation of strategic account management principles for the retail and food service channels and optimisation of services to the independent retail channel – all of which have yielded efficiencies for levy payers whilst maintaining MLA’s high quality marketing,” the statement said.

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