KPMG has launched a CMO Advisory business led by global marketing executive Carmen Bekker.
The move sees Bekker return to Australia after a long career in Europe as management partner and European managing director of JWT London and prior to that at Saatchi & Saatchi in London.
Bekker is the latest senior addition to the firm’s Customer, Brand and Marketing advisory business which launched in June 2017, led by Paul Howes.
Since then, the team has grown from 43 specialists to 72, including nine partners. Recent additions include senior industry leaders Lisa Bora (ex-Google), Mark Hassell (ex-Virgin Australia) who joined as partners, and Melanie Evans (formerly GM of Business to Business IT at Telstra) who joins as director.
KPMG Australia’s expansion into the marketing sector is part of a wider movement from consultancies who are looking to scoop dollars once dominated by the ad industry.
KPMG has gone a different route to some of its rivals, luring marketing talent instead of snapping up creative skills. This year Accenture, PwC and RXP have all made investments in creative agencies. Read more: Five consultancy moves that rocked adland.
In a similar move, PwC also created a CMO Advisory Board, appointing former AANA boss Sunita Gloster, Foxtel marketer Mark Buckman and more in March.
Carmen Bekker
Howes, partner in charge of the Customer, Brand & Marketing Advisory, says the CMO Advisory practice will take KPMG to the "next level" in 2018.
“Our rapid growth since we launched our practice has proven there is increasing demand for new approaches in Australia’s marketing landscape.
"What sets Carmen apart as a leading voice in marketing is the fact she’s been at the top of the game in London and Europe for well over a decade. She brings this expertise back to Australia, and her fresh international perspective is exactly what our clients are wanting."
In her new role, Bekker says she will champion diversity across the industry with a focus on female leadership.
"Australia has all the ingredients to be an innovative leader within the global marketing sector, and I look forward to playing a role in this at KPMG,” she says.
Bekker adds that the CMO advisory will help brand leaders gain new perspectives to grow their businesses and brands.
“CMOs and brand leaders have a huge responsibility to consistently deliver and innovate for their organisations in today’s rapidly changing environment. They face challenges from global trends as they navigate the new world, including media transparency, marketing spend accountability, and creating meaningful customer engagement."
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