Australian adman Matt McGrath becomes global CMO for Deloitte

Chris Pash
By Chris Pash | 6 August 2020
Matt McGrath

Australian Matt McGrath, who started in advertising as a trainee copywriter, has been promoted to the role of Global CMO at Deloitte. 

The current CMO of Deloitte Asia Pacific and Australia will stay based in Australia, leading a global network from Sydney where he’s been working from home during the coronavirus crisis. 

“It isn't as important where you are in the world now,” he told AdNews

“The technology has enabled us to be that much closer and to collaborate that much more.” 

Currently he has an occasional late night call but most are early in the morning which equates to late afternoon in the US. 

“We get quite a lot done because I can do work while they're asleep and they can do work while I'm asleep,” he says. 

“And I think it's brought our business closer together too because a crisis naturally brings people together.” 

McGrath joined Deloitte in May 2017 from Network Ten where he was chief brand officer, after an advertising agency career as both CEO and executive creative director of Y&R Brands in Australia and New Zealand. 

He got his start with a traineeship through the Advertising Federation of Australia with Y&R. At Network Ten, he worked with his old boss fromY&R, Hamish McLennan. 

He will now lead the creative development of signature global marketing campaigns for Deloitte. 

Replacing him in Australia is Rochelle Tognetti, COO for Deloitte’s Australian marketing team, who becomes Deloitte Australia’s first female CMO. 

Peter Forrester, Deloitte Australia’s managing partner, clients, industries and markets, says McGrath’s promotion is fantastic recognition of the quality of talent the Australian firm continues to produce. 

“This is an incredible achievement for Matt and an acknowledgement of his world-class creative work,” Forrester says. 

“Since he joined us, Matt has led the Australian marketing team to create award-winning work, successfully raised Deloitte’s brand profile in Australia and driven new business collaboratively across the Asia Pacific region.

“He was instrumental in developing our first global advertising campaign, Make Your Impact, in 2018, and has championed the value of one global Deloitte brand. 

“We are delighted that Matt’s expertise and impact have been recognised at the highest levels in the firm and that he will continue to reinforce our reputation as a leader in world class creative brand and marketing campaigns.” 

McGrath will retain his role as Deloitte Asia Pacific CMO. 

Rochelle Tognett will be supported in her new role as the Australian CMO by Carmen Roche, who has been appointed to the new role of COO for clients, industries and markets. 

“Rochelle epitomises the modern digital marketing leader,” says McGrath. 

“She is an exceptional digital strategist with a strong focus on measurement and results, whilst also having outstanding leadership, team management and communication skills. 

“It’s great that we will be able to continue working closely together to drive brand recognition for Deloitte and demonstrate our unrivalled expertise to help businesses locally and globally navigate the uncertainty of today, and plan for a better tomorrow.” 

 

 

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