EXCLUSIVE: The powerful new chief communications officer (CCO) at NBN Co, Kieren Cooney, will be on the hunt for agency partners and marketing and communications teams when he starts in November.
Currently chief marketing officer at Telecom New Zealand, Cooney is charged with a rare marcomms agenda in Australia which spans government relations, PR and corporate communications, as well as every traditional marketing discipline from advertising to digital, direct marketing and media strategy.
Interestingly, Cooney beat several Australian communications agency bosses for the role, according to executive search firm Hourigan International, which negotiated the appointment.
Cooney told AdNews the NBN marketing budget would be substantial but not set until after he arrived. “There is a big job to be done. This is an important job, so we will put together a case that is appropriate. The organisation will make sure the funds are available.”
Cooney, who before Telecom NZ was chief executive at phone retailer Leading Edge, and an international marketer with Vodafone, said NBN Co had a big challenge explaining to Australians what the broadband network meant for them and how it worked. “It does remind me of the early days of the internet where people were really looking for a single, big, startling idea and instead what happened was much more fundamental change was occurring in the way we were communicating and being entertained,” he said.
“It’s not about looking for that single big killer idea about what the NBN is. Maybe that will occur, but what is certain is ongoing change whereby consumers are able to get more choice, far richer content and on their terms. My sense is [the NBN] isn’t about massive revolution but much more of what is already underway.”
This is an abridged version of an article which appeared in today's AdNews. Click here to subscribe.
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