Latest News > Media Release
1 April 2010
Telstra’s Next G marketer snatches AANA Young Marketers’ Award
The Australian Association of National Advertisers has chosen Telstra’s Lachlan McGrath as recipient of the 2010 AANA Young Marketers’ Award, including a trip to the Cannes Lions International Advertising Festival valued at $10,000.00.
“Lachlan tackled this year’s challenge, to position marketing as a ‘value creator’ vs cost item, with a well thought out analysis of theory, strategic insight and real world examples from across the global marketing industry,” said AANA CEO Scott McClellan. “We received a number of excellent entries this year, but Lachlan’s submission stood out as strongest against the selection criteria.”
Currently Advertising Manager for Brands and Youth at Telstra, Lachlan was both pleased and proud to have received such an accolade.
“I would like to thank the AANA and all of the corporate sponsors for giving me the chance to attend such an exciting and inspiring festival,” he said.
His integrated strategic approach included:
- Improving the measures of marketing effectiveness and increasing the accountability of marketing efforts;
- The adapted marketing strategy of listening instead of shouting to better engage with consumers;
- Development of new media platforms that provide targeted reach for a low cost investment when compared with mass market media;
- Maintaining a continuous marketing effort during times of market volatility or decline;
- Coordinating and pressure testing a company’s integration from the holistic viewpoint of marketing; and
- Integrating communication strategies to deliver superior marketing results and drive efficiencies
“One of the perennial challenges of marketing directors is to justify and defend their spending on marketing communications. This is particularly difficult in a rapidly changing media market. Lachlan has met that challenge and is a worthy recipient,” said Mr McClellan.
The Young Marketer of the Year Award was established to foster the next generation of advertising, marketing and media industry leaders in Australia.
For further information: Scott McClellan, Chief Executive Officer, AANA, 02 9221 8088