The AANA is facing big challenges – parents seeking to ban junk food advertising to kids and regulators taking a closer look at alcohol marketing. New chief executive Scott McClellan will be at the forefront as the industry negotiates these troubled times. Oliver Milman finds out about the new guy.
At a time when the advertising industry feels almost under siege over a variety of hot-button issues, the appointment of Scott McClellan as the first chief executive of the Australian Association of National Advertisers (AANA) is, at first glance, a surprising one.
Rather than appoint a high-profile, vocal advertising advocate from an agency or marketing department, the AANA has opted for a thoughtful Canadian whose best work so far has been completed firmly away from the limelight.
Since arriving in Australia in 1998, McClellan has worked on regulatory affairs for the direct marketing industry, crafted privacy and code of conduct regulations for the likes of the Insurance Council of Australia and served as executive director at the Association of Market and Social Research Organisations (AMSRO). He is a man with a past of collaboration, not confrontation.
“I’m an evolutionist, not a revolutionist,” he insists. “I’ve learned a lot (since being in Australia) about engaging with consumer representatives and I want to bring those attributes to the AANA.
“I want to forge relationships with other industry associations and public interest advocates. I want to listen to all views with those wanting a constructive dialogue with the industry.”
Marketers will hope such an approach will bear fruit in dealing with pressure groups such as the Parent’s Jury, which is pushing for a wide-ranging ban on junk food ads. The Federal Government, which has made noises about restrictions on alcohol marketing, will also require ongoing AANA lobbying.
“We had a certain candidate in mind for the CEO role and Scott wasn’t in that pre-conceived idea,” admits Joe Talcott, News Ltd’s group marketer and part of the three-strong AANA interviewing panel.
“But after chatting to him, we realised that we have Collin Segelov who knows Canberra and we have members we can turn to for marketing advice,” he says.
“What we needed was Scott’s talents to bring a business plan and services to members. He will bring exceptional skills to the position.”
Unilever communications chief Nick Goddard, another AANA board member, concurs: “Scott will up-skill quickly in the advertising area and keep the AANA on a steady and even keel. There’s no doubt he’ll bring a different style, but if you look at his track record, you can see it can be done that way.”
McClellan admits he needs to become more acquainted with the specific challenges facing the industry, but he is positive about the benefits of advertising and self-regulation.
“I don’t think the scrutiny (of advertising) is necessarily a negative thing,” he says. “Ads are now mostly content, they are more imaginative and creative, so their high profile is a measure of success.”
“These are exciting times. The industry has a mechanism of self-regulation that is efficient – I don’t know of any other industry that reaches out and invites people to express their concerns.
“Advertising can be an engine of economic growth and offset the troubles we have now, if we avoid regulatory interference. Lobbying has been a core remit of the AANA for some time and I see that role growing.”
Talcott, who is favourite to succeed Ian Alwill as AANA chairman at the AGM this month, insists the new CEO will aid the way the organisation operates.
“Scott’s experience in the nitty-gritty of self-regulation will be helpful,” he says.
“As the CEO, he will run the AANA and execute its plans. The chair will act as a conduit to the board. We have to be careful and let him be CEO and stop micro-managing.
“We don’t want to pre-determine his strategy. We want to let him come up with a bold and innovative business plan.”
McClellan’s bridge-building will be keenly watched by advertisers concerned about further restrictions on marketing. Whether his approach will prove more effective than an industry firebrand remains to be seen in the coming months.
