This is a free excerpt from the AdNews November issue. To read the full article download a digital version of AdNews or subscribe to the print edition here.
Michael Scott has gone from one transformation to another. The top marketer joined Myer six months ago from Virgin Australia where he worked during its five-year transformation period. He’s now tasked with leading the retailer’s overhaul under CEO Richard Umbers who took over from Bernie Brookes in 2015.
“Some really comprehensive plans that have been laid out and they've been laid out with real conviction,” he says. “It's clear that the broader business has a real comprehensive understanding of them and so there's an enormous amount of passion, conviction and commitment to doing what needs to be done.”
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