17-19 August 2015, RACV Royal Pines Resort, Gold Coast
Inside Out Marketing: Engaging Internal Culture with Brand Purpose
Toby McKinnon
CMO
Bank of Queensland
Speaker Bio
Toby McKinnon is currently the CMO of Bank of Queensland (BOQ). Heralding from Adelaide with a degree in Business Management from the University of South Australia and a Diploma in Advertising, Toby’s brand marketing and communications background has afforded him opportunities to partner with businesses both locally in Australia, as well as throughout North America. From small family owned business’s to Fortune 500 Companies such as Chevron and Dr Pepper Snapple, Toby takes a practical, strategic approach to business growth and counts relationship and team building as a key career strength. Career opportunities have led to his current role as CMO of the BOQ Group, based in Sydney but operating over a national presence. Toby has overseen the transformation of the BOQ Brands and continues to develop growth strategies across all lines of business.
Presentation
Consumer research has shown that advertising has very little influence when it comes to choosing a bank, so as a small challenger brand, BOQ had to completely re-think their approach to Marketing. BOQ developed an 'Organising Idea' or brand blueprint that has acted as a rudder for developing distinctive marketing communications, rallied the organisation from the inside-out and driven organisation-wide transformation. Toby McKinnon will reveal his insights on:
• Revealing BOQ’s unique ‘Franchise Model’, the challenges of inspiring consistent network engagement and controlling the inherently uncontrollable
• Exploring the role of brand purpose, creativity, and the importance of having the right partners
• Sharing insights on how advocacy, authenticity and being 'unbank'-like has delivered a significant increase in ROMI (Return on Marketing Investment)