Vanessa Lyons, a three-time CMO Top 50 lister, has been appointed as ThinkNewsBrands new general manager, spearheading the company’s efforts in promoting the supposed benefits of premium news content for advertisers.
As general manager of ThinkNewsBrands, Lyons will shift understanding of the value news brands offer marketers, highlighting the business impacts delivered by advertising in both print and digital news media.
A three-time CMO Top 50 lister, Lyons brings more than 20 years’ marketing experience to the role. She has held a range of senior marketing positions including general manager, marketing and customer experience at Wilson Parking, group head of marketing at insurance business AUB Group, and stints at both Telstra and Philips.
ThinkNewsBrands board chair Chris Janz said: “With her passion, tenacity and admirable marketing experience, Vanessa is the perfect candidate to advocate the benefits of advertising in news media channels. A proven leader and skilled collaborator, adept at business transformation, we couldn’t have found a better person to take the business forward.”
Of the appointment, Lyons said: “Having worked around the world throughout my career, I’ve seen first-hand the importance of independent, professionally produced news.
“Being able to deliver balanced and ethical information in a timely manner—and via the medium an audience chooses, as opposed to one chosen for them—is something I value greatly.
“News media is Australia’s most trusted source of information and it plays a powerful and influential role in informing society. We are extremely fortunate to have a free press and it’s something worth protecting.
“My energy is focused on generating the recognition and revenue news brands deserve, and showing commercial organisations that news is a powerful option in any marketing toolkit.”
In the coming months, under Lyons’ leadership, ThinkNewsBrands will reveal a first-of-its-kind study into the impact of advertising in news media channels with initial findings establishing how advertising in news environments influences the mindset of readers leading to a strong increase in brand recall and preference.
Based in Melbourne, Lyons’ appointment expands the footprint of ThinkNewsBrands. The appointment is effective immediately.