How the Qantas company split will impact marketing

By By David Blight | 18 July 2012

When Qantas said it was splitting its business into domestic and international units, the industry was clamouring to find out how it affected the marketing department, but marketing boss Lewis Pullen said the brand will stay in tact.

Despite any speculation, Qantas marketing boss Lewis Pullen has told AdNews there will be very few changes to the marketing department as a result of the split, and said his department will still sell Qantas as a single brand.

While he now reports to Qantas International chief executive Simon Hickey as a result of the split, he still services both the domestic and international divisions.

“It's still a single brand,” Pullen said, “it's a single customer view. The marketing department stays in tact, we don't get split.

“The way it's working from a management point of view, I report into Simon Hickey, but from a servicing point of view I look after both international and domestic, so that's really important.

“The fact we do have a single international and domestic brand gives us significant competitive advantage.”

When the split was first revealed in May, a Qantas spokesperson had told AdNews: “The management of Qantas' brand and advertising activity will be considered as we work through the details of the restructure over the coming weeks.”

For more of the interview with Lewis Pullen, buy a copy of the 13 July issue of AdNews, in print or on iPad.

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