KPMG Australia steps up the battle of the consultancies with launch of CMO advisory business

KPMG Australia has hired Carmen Bekker to launch its CMO advisory

KPMG Australia has become the latest management consultancy to launch a specialist marketing advisory team targeting chief marketing officers.

KPMG has appointed Carmen Bekker as a partner to launch its CMO advisory team, which is part of the firm’s customer, brand & marketing advisory business.

Bekker brings 20 years experience working on leading international brands in the UK, Europe and Australia. Her previous roles include management partner and European marketing director for J Walter Thomson London as well as business director at Saatchi & Saatchi in London and Sydney.

Bekker said her role was to help CMOs and brand leaders to grow their businesses by providing new perspectives and leveraging best international practice, however, she also plans to focus on championing diversity.

“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.

“I will champion diversity within the wider industry with a focus on female leadership, and also on diversity in the work that brands create when marketing to customers. 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 added.

Bekker is the latest senior hire to join KPMG’s customer, brand & marketing advisory business, which launched in June following the firm’s acquisition of research company Acuity Research and Insights.

The division also includes former Google industry leader for mobile and new business development Lisa Bora, ex-Virgin Australia chief customer officer Mark Hassell and former Telstra GM of Business to Business IT Melanie Evans.

Paul Howes, partner in charge of KPMG’s customer, brand & marketing advisory, said the division had experienced “rapid growth” since launching. “Our practice has proven there is increasing demand for new approaches in Australia’s marketing landscape. The launch of a new CMO Advisory practice under Carmen will take our business to the next level as we move into 2018.”

Consultancy companies have been ramping up their marketing divisions across APAC this year. PwC has appointed a host of former advertising executives to its CMO advisory including former Network Ten executive general manager Russel Howcroft who joined as chief creative officer in 2016. It also follows Accenture’s acquisition of creative hotshop The Monkeys earlier this year.

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