Marketing Mavericks: HCF’s Greg McAweeney

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Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you HCF’s chief officer of business growth Greg McAweeney.

Accidentally The Other Irishman

A Dubliner and ‘accidental marketer’ living in Sydney, Greg is the current chief officer of business growth at HCF. Passionate about starting up and leading digital businesses, he wrote the business case and launched Ireland’s first direct bank, RaboDirect.ie in 2005. Known for his dry sense of humour, Greg believes when it comes to forging a great marketing career, it’s vital you find a company that matches your passion and values.

I call myself an accidental marketer. When I was younger, I wanted to be a vet. I think the veterinary adventures of James Herriot in the British TV series All Creatures Great & Small spawned a generation of kids who wanted to become vets. Sadly I had no aptitude
for science.

Now, I’ve somehow found myself in marketing. On 3 May 2005, I was 34 and launched Ireland’s first direct bank. It would be called a Neobank these days. I was neither a traditional banker or marketer, but was given the opportunity to lead the bank, which changed my career entirely.

The two of my favourite ads of all time, I have to say I loved the simplicity of the Apple vs PC series in the mid 2000s. The copywriting hit home every time without the need for huge production and set up. Second up – Always’ #LikeaGirl did a fantastic job of cutting through the entrenched stereotype that young girls couldn’t match boys in sport and life more generally. Inspirational work that helps change mindsets.

My best tip for marketing grads? Find a company that matches your passion and values; you’ll find it very rewarding. Learn everything you can about the business you’re in. The more you understand the operations, the firm and the customer, the better insights you can bring to marketing.

The one thing your colleagues do that really irritates you?

Wondering why we can’t put their 10 messages into a 30 second TVC!

All-time favourite hero?

David Attenborough. A living legend who has devoted his life to nature and the environment. At 93, he’s placing his faith in youth because the adults have clearly buggered things up.

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