Women In Media: It’s Jackie Crossman From Crossman Communications

Women In Media: It’s Jackie Crossman From Crossman Communications
SHARE
THIS



In today’s Women in Media profile we meet the CEO of eponymous comms firm Crossman Communications, the wonderful Jackie Crossman. Here, she talks about her career, her motivations and dealing with the Malaysian Airlines disasters from 2014…

Last year, 2014, provided the defining moment of my career to date through the world’s most unenviable PR challenge: rebuilding trust in Malaysia Airlines…

It was the hardest job I’ve ever done, but one of the most rewarding. Against a backdrop of grief, conspiracy theories and intense media scrutiny, we developed a sustained campaign to encourage bookings, curated with sensitivity. Advocacy was key. We secured Malaysia-connected celebrity ambassadors – TV cook Poh and tennis star Nick Kyrgios, whose mother is Malaysian. We provided 24/7 issues management. We engaged with media, government, travel trade and staff on the front-line. We succeeded. Australian passenger numbers in February 2015 were up 7.8% on February 2014, immediately before MH370 disappeared. NZ sales increased 31% in Q1 2015 over Q1 2014. Poh’s travel-logs have been viewed hundreds of thousands of times and 134,000 flyers chose her signature dish.

I’m excited by technology and how we can use it…
Taylor Swift can shake it off – but I love nothing more than shaking things up. Crossman already works with start-ups who are out there disrupting industries, turning traditional thinking and conventional approaches on their head and changing how business is done. Why just embrace change when you can also help create it?

The converse side of technology means the business model is no longer there to support brilliant journalism…
I miss all the fantastic journalists whose knowledge of industries, issues, companies and people runs deep and who honed their craft over many years 

I love the public relations business because…
It enables me to make a real difference to people’s lives, clients’ businesses and the broader community. You see it in Crossman’s track record developing and executing campaigns that champion a cause or overcome a social issue, including creating the Weet-Bix Kids TRYathlon, Research Australia ‘Thank You’ Day to make health and medical research a greater national priority, and National Vegetarian Week to encourage people to reduce their meat consumption for better health. It’s something I continue to be passionate about. Our ongoing Malaysia Airlines campaign, Journey to Closer Ties, is a great example – it’s not about the aircraft, it’s about people and cultures. I’m looking forward to continuing to play an important role in forging greater ties between Australia, New Zealand and Malaysia for improved tourism and trade in the Asian century.

In a parallel universe, if I wasn’t doing this job I’d be a foreign correspondent or travel reporter…
I love experiencing new countries, cultures and understanding what makes them tick and all their issues and opportunities. The world never ceases to surprise and amaze me.

I’m passionate about my family and friends, having fun times and making sure they’re happy…
As an empty-nester I’m loving having the time and energy to really invest in my business. While I love my family, I am enjoying feeling guilt-free and unshackled from the constant juggle of work and family responsibilities.

I love creating brilliant outcomes for our clients…
Delivering amazing outcomes and making a genuine difference whatever the odds. When I’m not working, I’m entertaining, socialising, going to movies and the theatre and, until a recent injury hampered my progress, working out and playing sport.

Leadership is…
Constantly staying on top of your game in the face of rapid change, innovating by always challenging the status quo, equipping my team to be the very best they can be and inspiring them to achieve beyond their expectations.

My favourite advertising/marketing campaign from the past 12 months is #LikeAGirl…
It draws attention to underlying discrimination against women from the moment they’re born and calls for an attitude shift.

My proudest personal achievement is…
Seeing my daughter find her path to happiness and success.

Occasionally I’ve felt like giving up…
But then I count all my blessings, think positive and rev myself up. Challenges are opportunities and every disappointment means you’re one step closer to your next success.

Invest in yourself…
Especially in putting in the time outside of hours to improve your knowledge.

If I could change anything about the industry I would…
Bring back the wealth of high quality journalism we used to enjoy.

My ultimate career goal is…
To leave a legacy of talented highly skilled people making a difference as I have been focused on. And to put in train a whole host of campaigns that change things for the better.

My industry heroes are James Wright at Havas and The Red Agency
We’re on the same page with innovation and making a difference. If you do excellent work, clients, teams and profits will follow.

 

Please login with linkedin to comment

Latest News

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’
  • Advertising
  • Campaigns
  • Media

It’s Back! Naked’s Jon Burden Reveals All In The Return Of Video Series ‘The Ads I Wished I’d Made’

Welcome to the 2018’s triumphant return of B&T’s ongoing industry video series (partnered with video content superstars Redbikini) and all called the Ads I Wish I’d Made. And what better way to kick of the New Year than probing Naked Communication’s executive creative director Jon Burden on the ads and the media that inspired him and make him […]

by B&T Magazine

B&T Magazine
RhythmOne’s Adam Furness Joins Impact Radius As APAC Managing Director
  • Marketing
  • Technology

RhythmOne’s Adam Furness Joins Impact Radius As APAC Managing Director

Marketing intelligence and analytics company Impact Radius has announced the appointment of Adam Furness as its new managing director for the Asia-Pacific (APAC) region. Furness (pictured above) brings 16 years’ experience scaling business operations of media, advertising, and tech companies to Impact Radius, and will be focused on leading and growing the business across the […]

Revealed: Advertising Again Tops List Of Marketers’ 25 Biggest Online Searches
  • Marketing

Revealed: Advertising Again Tops List Of Marketers’ 25 Biggest Online Searches

Agency Spotter has published its 2018 ‘Marketing Trends Report’. The new report traces the global demand in the marketing services industry covering more than 40 service areas from advertising to branding, product design to digital strategy. You can download a copy of the report here. By identifying what services professionals are searching for and looking […]

MKR’s Pete Evans: “I Would Wash Up, Manu Would Dry”
  • Media

MKR’s Pete Evans: “I Would Wash Up, Manu Would Dry”

Channel Seven has just unveiled plans for its 2018 series of My Kitchen Rules. Here, the show’s host and everyone’s favourite almond activator, Pete Evans, reveals what’s instore for viewers in the latest series launching on 29th January… What can we look forward to in MKR 2018? A lot of great food as well as great entertainment. […]

by B&T Magazine

B&T Magazine
Snapchat Debuts Promoted Stories In Australia With 20th Century Fox
  • Advertising
  • Campaigns

Snapchat Debuts Promoted Stories In Australia With 20th Century Fox

Twentieth Century Fox is running the first ever Promoted Story on Snapchat in Australia, for the movie release of Maze Runner. Promoted Stories is the new ad unit that Snapchat launched in the US in November. It is significant, as it is the social media company’s first ‘news feed’-like ad unit. A Promoted Story consists […]

“Most Interesting Man In The World” Is Back Flogging Tequila
  • Campaigns

“Most Interesting Man In The World” Is Back Flogging Tequila

The man behind arguably the greatest ad campaign ever – Dos Equis Beer’s Jonathan “Most Interesting Man In the World” Goldsmith – may have retired from the role in 2016, however, it’s pretty clear he’s not retired the character. Following his Dos Equis axing, the 79-year-old American actor was announced as the new brand ambassador for Astral […]

by B&T Magazine

B&T Magazine
Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter
  • Advertising
  • Campaigns
  • Marketing

Macro Meats Urges Aussies To ‘Eat Roo Too’ With Digital Campaign & Rebrand Via Tiny Hunter

South Australia-based Macro Meats has rebranded its kangaroo meat from Gourmet Game to K-ROO in a bid to encourage people to incorporate the uniquely Aussie meat into their diets. The rebrand, by Sydney agency Tiny Hunter, has already resulted in a 20 per cent increase in sales. It includes messaging and a new visual look […]

Bauer’s Cosmo Named Official Mardi Gras Media Partner
  • Marketing
  • Media

Bauer’s Cosmo Named Official Mardi Gras Media Partner

Bauer Media has announced Cosmopolitan magazine as an official media partner of the 2018 Sydney Gay and Lesbian Mardi Gras. COSMO’s Mardi Gras sponsorship will deliver a month-long celebration of activities in the Parade’s 40th anniversary year. In addition to the event sponsorship, COSMO is producing its second Pride Issue for March, on sale 5th […]

A Guide To Understanding Your Digital Marketer
  • Opinion

A Guide To Understanding Your Digital Marketer

In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook… Do you feel as though your digital marketer speaks to you in a language you don’t understand? In today’s highly-competitive world […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine
Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter
  • Marketing

Farm Foods Rebrands To Target Modern Aussie Families Via Tiny Hunter

Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family. The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with […]

Animal Logic Shows Off New Website In Collaboration With Protein One
  • Marketing
  • Media

Animal Logic Shows Off New Website In Collaboration With Protein One

Aussie visual FX and feature animation studio Animal Logic has unveiled its new web experience – a reimagined website – in collaboration with Sydney digital agency Protein One. Animal Logic felt it was important to engage a local digital agency to represent its brand online. The company’s online personality was one that required a team […]