There was a lot riding on the work. Since joining IAG, Smart has been outspoken about marketing, advertising and the role of brands. He’s been talking the talk so the work really needed to walk the walk.
The agency was only appointed three months before the campaign launched, which also meant it was a fast turnaround.
The marketer, who before joining IAG as CMO spent 20 years on the other side of the fence, said while it was challenging, it was a “dream process”. But his job isn’t done yet, and he has characteristically lofty ambitions.
“I think we can do something even better next time around. I’m filled with huge optimism we can make the best work in Australia.”
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