Adland loves to give an ad guy an ad award. But it’s not often an agency boss is given a marketing award. Melburnian John Zeigler, chairman and chief executive of DDB Group Asia Pacific, Japan and India, was named the Global Marketer of the Year by the Academy of Marketing Science (AMS).
The AMS is an international academic and professional organisation established in 1971 which publishes the Journal of the Academy of Marketing Sciences. Zeigler was presented with the award yesterday at a ceremony at Melbourne Town Hall during the AMS World Marketing Congress.
AMS board of governors joint chairs Barry Babin and Joseph Hair said in a statement: “As an award winner, John has demonstrated throughout his career his support and appreciation of the role of marketing and its contribution to global business development.
“The AMS Global Marketer Award is reserved for individuals who have distinguished themselves in the practice of marketing. As part of our selection criteria, the recipient will have demonstrated his/her accomplishments through their actions and statements, and will have all times acted with integrity and high ethical standards.”
At the ceremony, Zeigler issued a call to arms for the industry to find a new overarching model and argued too much focus is paid on short term goals.
Zeigler added in a statement: “When I started in this business, marketing was established but was still finding its role among more seemingly credible professions. In 2013, marketing has proven its significant role in the success of a brand, and we know that brands and other intangibles play a crucial role in generating and sustaining the financial performance of business.
“However, in many companies, despite the scope of work and the money being spent, marketing is still seldom afforded its rightful place at the boardroom table. This I believe is, as an industry, our next challenge, and I hope to be part of reinventing a new model in this very exciting industry.”
“I’m honoured and humbled to receive such a prestigious award. Having worked in marketing for over 30 years – both on the client and agency side – I’ve never dreamed that I would be recognised by peers and academics in this way.”
Zeigler, who doesn’t consider himself an ad man, is only the second person to be given the award, following its inaugural recipient American Sheryl Adkins-Green, the chief marketing officer of Mary Kay. The AMS had rejigged its award programs in 2012. Under the previous format, Distinguished Marketer of the Year, two other Australian-born marketing professionals have been awarded in the past 42 years. Other previous honourees include executives from Ford, Kimberley-Clark, Holden and The Clorox Company.
Zeigler started his career client side in roles with Nabisco Brands, Carnation Company, Nicholas Kiwi and Campbell’s Soups. He launched Kuczynski & Zeigler in 1986, which was acquired by DDB Worldwide in 1992. Since then he has held leadership roles with DDB in Australia, New York, Dallas and Singapore.
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