Kai Tunley has a soft spot for the finer things in life, including Italian coffee, mid-century furniture, photography and (if space allows) his dog.
In fact, the ECD and CMO of R.M.Williams admits he’d happily swap the boardroom for a cosy woodworking workshop crafting furniture by hand, and spends his weekends wandering vintage furniture stores with a camera slung over his shoulder.
That appreciation for craftsmanship doesn’t stop at his hobbies, however.
As the custodian of one of Australia’s most iconic heritage brands, Tunley is putting his best foot forward by taking R.M.Williams to the world—without losing the brand’s sole. More interested in timeless storytelling than fleeting trends, he’s proving that the strongest brands aren’t built by chasing culture, but by staying true to what made them iconic in the beginning.
Now into our second season of B&T’s CMOs To Watch, presented by Zenith, Tunley joins the ranks of marketing leaders reshaping the industry. The series celebrates those balancing bold creativity with commercial impact—and having a little fun while they’re at it.
We caught up with Tunley to chat about taking R.M.Williams global without losing its soul, why brand films still deserve their place in modern marketing, and why the industry’s future belongs to brands with the confidence to slow down.
B&T: Let’s get to know you… What three things would you take to a desert island?
Kai Tunley: A large hammock, a good camera and an Italian coffee machine. If there’s room for a fourth, probably my dog.
B&T:What is your passion outside of work? If you weren’t a CMO, what would you be doing?
KT: Photography and mid-century furniture have always been a passion. I’m probably happiest wandering around a city with a camera or wandering around vintage furniture stores.
Outside work, most of my time is spent with my two sons and my partner Maria having “jibber jabber” chats and exploring outdoor spaces.
If I wasn’t in marketing, I think I’d probably love to have been a furniture maker, crafting pieces out of wood in a cosy workshop.
B&T: What was your favourite campaign of all time?
KT: Prior to the 1997 UK General Election, the Ministry of Sound launched a provocative campaign designed to encourage young people to vote.
Cinema ads showed real-life, unscripted bigots ranting about single mothers crippling the welfare state, immigrants wasting NHS resources, and “unnatural” homosexuals, under the slogan: *”Use Your Vote. You Know They Will.”*
It was such a simple and powerful message that really motivated a generation to create change.
B&T: Now let’s talk shop. What is your brand’s top priority for the next 12 months?
KT: Continuing to grow R.M.Williams globally while protecting what makes the brand special in the first place.
There’s huge opportunity for the brand internationally, particularly in markets like the UK where we are expanding, but it only works if you stay true to the craftsmanship, heritage and understated confidence people connect with.
Personally, the UK expansion feels pretty special. Having grown up in the UK, there’s something exciting about taking such an iconic Australian brand into that market. R.M.Williams has a really unique point of view, and I think people are craving brands with genuine values and character again.
B&T: What channel is exciting you the most and how do you split your marketing budgets between long/short-term and channel mix?
KT: I still think strong brand films have a huge role to play, something we would like to trial with a brand like R.M.Williams where storytelling matters so much.
We’re consuming more content than ever, but very little of it actually stays with you.
There’s obviously pressure on short-term performance, but you can’t performance-market your way into becoming an iconic brand. The job is balancing both—building long-term brand desire while still being commercially sharp day to day.
B&T: What is the biggest challenge you currently face in the marketplace?
KT: Attention spans are shrinking and everyone’s competing for the same space. People can tell when something’s been overcooked or overly manufactured.
For heritage brands, the challenge is evolving without losing what made people love you in the first place. You want the brand to feel contemporary, but never like it’s chasing culture too hard.
B&T: What are you most excited about in the marketplace?
KT: I think people are gravitating back towards brands with substance again. Craftsmanship, quality and authenticity are starting to matter more.
That’s what makes this moment exciting for R.M.Williams. We’re not trying to invent a story. The brand already has nearly a century of heritage behind it. Seeing that resonate outside Australia, especially in places like the UK, is really rewarding.
B&T: Where do you see yourself in five years’ time?
KT: Hopefully still working with good people on authentic brands I genuinely care about.
Personally, probably trying to slow things down a little as well. More time to travel, maybe finally making some of the creative projects I currently have in my brain but can’t find the time.
B&T: Speaking hypothetically, what’s one brand, product or category you’d like to sink your teeth into right now as a marketer?
KT: Honestly, I feel pretty lucky to already be working on one.
Brands like R.M.Williams don’t come along very often. There’s heritage, emotional connection, craftsmanship and a really clear sense of identity. From a marketing perspective, that’s rare.
The exciting part now is continuing to evolve the brand globally while staying true to its Australian roots.
B&T: Zenith believe there is untapped media potential we need to uncover. What is your prediction for media this year?
KT: I think people are craving more substance again. We’ve gone through a period where everything in the industry became very fast, very optimised and very similar.
The brands that stand out this year will probably be the ones with a clear point of view and the confidence to slow down a little. Better creative, better storytelling and fewer things that feel disposable.
