Starcom Australia CEO Toby Barbour has created three new national leadership roles with the aim to deliver positive customer experience and return on experience for clients.
The move comes after the 2018 Starcom Media Future report showed that very positive brand experiences have 10 times the impact on consumer brand choice. Return on Experience (ROE) is an additional measure that works in tandem with Return On Investment (ROI).
Simone Galletly joins Starcom as national planning director from parent company Publicis Groupe, where she was the global strategy director, based in London. Stu Carr returns to Starcom from Publicis Media’s analytics department. Carr has been appointed to the role of national head of measurement. Meanwhile, Nancy Lan has been promoted to national commercial partnerships director. She was previously Sydney agency director at the company. All three appointments will report to Barbour.
Starcom CEO Toby Barbour on Mediaweek TV
“These appointments will strengthen our national leadership team as we deliver on our strategy of client-obsessed value creation and Return on Experience. The findings from our 2018 Media Futures report, the only study of its kind that uses a combination of consumer and industry research with marketers and media owners, has evolved our focus for client investment,” Barbour said.
“We will apply our insights to closing the expectation gap by satisfying the tension between what people want and what brands need to create – connected experiences that drive human and business outcomes. The ROE framework will be a key indicator of our business success. I am delighted to announce Simone, Stu and Nancy to these new roles and I am confident they will help create the next level of insights for clients as we look to deliver the best brand experiences for consumers.”
These additional leadership team appointments join recently appointed Melbourne managing director Stuart Jaffray, who was previously BMW general manager of marketing.