From Agency to Client: Lessons Learned with Susan Coghill (Tourism Australia)

Today's guest is Susan Coghill, the Chief Marketing Officer at Tourism Australia.

The theme of today's episode is transitioning from the agency to client side, and how agencies and brands can collaborate better together. 

Susan shared insights into her move from agency to client-side roles at notable Aussie brands like Qantas, Westpac, and Tourism Australia, navigating the challenges of cultural shifts and bridging understanding gaps between agency and client worlds.

She debunked myths surrounding agency and client roles, emphasising the symbiotic relationship fostering creativity for commercial success. Susan shared valuable advice for professionals transitioning between agency and client roles, advocating for effective collaboration.

Our conversation took a fascinating turn into Susan's experience at Apple during the iconic "Think Different" campaign, offering glimpses of her encounters with Steve Jobs and the enduring cultural impact of Apple's marketing excellence driven by a firm belief in creativity.

Enjoy.

*This episode was recorded live from the Seven House at SXSW Sydney in late October 2023.

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