An Australian now leads Deloitte's global marketing function

16 August 2020 3 min. read
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Professional services giant Deloitte has named an Australian – Sydney-based Partner Matt McGrath – as its next Global Chief Marketing Officer.

Having joined Deloitte as a Partner in 2017, Matt McGrath leads the firm’s Australia and Asia Pacific marketing, communications and business development team, a group marketing and creative people at the heart of Deloitte.

“Since he joined us, Matt has led the Australian marketing team to create award-winning work, successfully raised Deloitte’s brand profile in Australia and driven new business collaboratively across the Asia Pacific region,” said Peter Forrester, Deloitte Australia’s Managing Partner for clients, industries and markets.

According to Forrester, McGrath was instrumental in developing Deloitte Australia’s first global advertising campaign, Make Your Impact, in 2018. The campaign centred upon digital workforce transformation, promoting the ways Deloitte could help clients adapt to emerging technologies, and embrace new trends which could change not only their workplace, but wider society. At the same time, his role has also seen him champion the concept of the one global Deloitte brand.

“We are delighted that his expertise and impact have been recognised at the highest levels in the firm and that he will continue to reinforce our reputation as a leader in world class creative brand and marketing campaigns,” said Forrester.

Matt McGrath, Global Chief Marketing Officer, Deloitte

When he commences his new role in September 2020 – stepping into the shoes of retiring US-based incumbent, Diana O’Brien – he will retain his role as Deloitte Asia Pacific Chief Marketing Officer and remain based in Australia. Leading a global network of connected marketing and business development professionals, he will also lead the creative development of signature global marketing campaigns.

According to research by Brand Finance, Deloitte’s brand is now “worth” the equivalent of US$29.6 billion, more than any other firm in the professional services sector. In his new capacity, McGrath will seek to consolidate Deloitte’s pole position in the industry through a range of marketing, creative and client development efforts.

McGrath’s successor in Australia

McGrath is being succeeded in his role as Australian CMO by Rochelle Tognetti. Promoted from within, the 13-year Deloitter becomes the first female CMO of the firm’s Australian wing. Tognetti has an extensive background in digital marketing and steps up from the role of Chief Operating Officer for Deloitte’s Australian marketing team.

Commenting on his successor’s appointment, McGrath said, “Rochelle epitomises the modern digital marketing leader. She is an exceptional digital strategist with a strong focus on measurement and results, whilst also having outstanding leadership, team management and communication skills. It’s great that we will be able to continue working closely together to drive brand.”

Prior to joining the Big Four firm, McGrath spent over 25 years with some of Australia’s leading advertising agencies, starting as a Copywriter, before working his way up to Creative Director, Managing Director, CEO and Chairman. Internationally, he served on the Global Creative Board and Global Management Boards of Young and Rubicam, one of the world’s largest international advertising networks. Most recently, he was the Chief Brand Officer for Network Ten.