Remarkable Marketers: Meet Blackmores’ Tami Cunningham
There are some pretty remarkable people in our industry, each offering their own unique perspective to adland.
While we spend so much time learning about our peers’ career highlights, B&T, in partnership with Carat Australia, thought it high time to dig a little deeper, and find out what makes the shining stars of our industry tick and, at times, tock.
So, for the next little while, we will be publishing a series of personal profiles.
Get ready to laugh, cry and be taken on an emotional rollercoaster as we hear more about adland’s most remarkable marketers.
Blackmores’ Marketing Director (Australia & New Zealand), Tami Cunningham: The pragmatic coffee snob
I am a mum, wife, daughter, basketball widow, coffee snob, brand champion, loyal but sometimes lax friend, Pilates enthusiast, amateur bushwalker, rom-com tragic, real.
When I was 10, I was set on becoming a professional roller-skater. I had this fabulous pink skirt and perfectly white skates – think Xanadu meets Blades of Glory – and I was actually pretty good! And if I wasn’t a marketer, I’d own and run a small hole-in-the wall coffee shop.
I find myself feeling the most motivated when I’m working with like-minded people to make a real difference. I’m passionate about seeing people and brands grow so they can be the best they can be. I find storytelling always works in marketing; people connecting with people on a human level.
What doesn’t work? Autocracy. Speed, agility and innovation are the hallmarks of a successful organisation, and unless you empower the people who can make a difference, nothing gets done.
A brand that makes me jealous with rage it’s so good has got to be Apple, mainly for its customer obsession and ruthless simplicity. Closer to home, Qantas for a brand identity that is consistent across every single customer touch point. And for a campaign built on a true insight, kept fresh but consistent across the years, and with enough flex to both make me cry and put bums on seats.
My favourite ad of all time is Yellow Pages’ ‘Not Happy Jan!’. Simple, funny and bloody effective. If the challenge is to be noticed, remembered and understood, this ticks all the boxes.
The best day of my life that doesn’t involve soppy stuff like getting engaged/marriage/kids is when I bought my first car. It was a bright blue Mini panel van (yes, it had curtains – ahhh!). It was a really proud moment – I worked and saved for a long time to buy it with my own money. It felt like the first step into adulthood and independence.
Thinking of my all-time hero, I think if success is living a meaningful life then I can’t go past someone like Jane Caro. She has an opinion, is fearless in expressing it and she keeps it real. Every time I read something she’s written, I’m reminded to fight for an authentic female voice, and that progress is better than perfection.
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