How Tourism Australia forged a strong collaboration between marketing and IT

This event report explores the relationship between IT and marketing at Tourism Australia, the government organisation, and how this is enabling it to move to an earned and owned media strategy.

How Tourism Australia forged a strong collaboration between marketing and IT

Andrea Sophocleous

As marketing and technology are blurring, the relationship between the chief marketing officer and the chief technology officer is becoming increasingly important. Tourism Australia CMO Nick Baker and CIO Dave Rumsey offered tips at the recent Mumbrella360 conference in Sydney on improving collaboration and effectiveness between these two important functions.

"The challenge was learning each other's language. It is about language, it is about walking a mile in their shoes and understanding what their platforms are," Baker told conference delegates. "Marketing has always been part science, part...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands