Russel Howcroft has announced that he will no longer be part of Network Ten’s executive team in 2017. The Gruen panellist and former ad agency head will leave in February after four years as general manager of Ten Melbourne to become chief creative officer and to head up a new marketing advisory division of PWC
PwC CEO Luke Sayers says the firms new CMO Advisory practice has been created in response to client demand for independent and transparent advice.
Sayers said: “Russel is one of the most outstanding media, brand and marketing executives in this country so we are delighted he is joining PwC…The marketing mix has become increasingly complex with the splintering of audiences via the rise of digital and social media.
“Many executive teams and boards are looking for independent advice on what is often a very sizeable investment into marketing and ensuring the spend is aligned to business strategy and delivering real value. Having experienced former CMOs and Heads of Agency working alongside our clients is a very exciting proposition.”
Excited to welcome media, brand & marketing expert @howcroft as our Chief Creative Officer & a leader in our new CMO Advisory practice.
— PwC Australia (@PwC_AU) December 11, 2016
PwC’s CMO Advisory business will work across what it says are six critical business areas: brand strategy, marketing strategy, market insights, marketing performance analytics, marketing structure and operations and creative solutions.
Howcroft joined Network Ten in his current role in January 2013.
Network Ten CEO Paul Anderson, said he was ’sad” to see Howcroft depart the commercial broadcaster: “We are sad to announce Russel’s departure. He has made an important and valuable contribution to Ten, both in Melbourne and across the Network.
“As part of the executive leadership team, he played a key role in developing and executing the strategy that has led to Ten’s ratings and revenue revival. He was also one of the driving forces behind, and currently chairs, ThinkTV, the marketing and research group set up earlier this year to promote television’s scale and effectiveness for advertisers across all screens,” he said.
“Russel brought great commitment and passion to his role at Ten. He leaves with our sincere thanks and our very best wishes for his future endeavours.”
Howcroft said of his time at Ten: “Paul Anderson, my management colleagues, the Board and all the staff at Network Ten have made my time here highly enjoyable.
“We have had some great wins over the past four years and I am sure there will be more success stories from Ten in the coming months and years.”
About Joining PWC he said: “If businesses are to achieve better than expected results, they need to harness the commercial power of creativity. Creativity in all its forms needs to be nurtured, promoted and championed.
“PwC have given me the opportunity to do this within an environment that we believe can truly make a difference. I am looking forward to working with the partners of PwC and their clients.”
Sayers said PwC expected the business to grow quickly.
“This is not just testing the water; we see huge growth potential with our CMO Advisory business and will be looking at both strategic acquisitions as well as organic growth.”
The business will work closely with PwC’s existing Experience Consulting business, encompassing design, digital and creative services through The Difference, Experience Centre, and Creative Communications.
Howcroft is also chairman of ThinkTV and a director of Enero, Freeview and The Wheeler Centre.