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Amazon Hires Controversial Brand Boss

In a move that could impact Australian CE retailers Amazon has moved to beef up their marketing team with the appointment of Andrew Howie the former Westpac and prior to that Meat and Livestock Australia executive to head brand marketing.

After just 9 months at Westpac as head of advertising, Howie who described “most marketers are crap” is set to crank up Amazon’s brand profile in Australia a move that could see millions spent on building the US online retailers presence in Australia.

According to Mumbrella he was at the helm of the meat brand’s controversial Australia Day campaigns which included Operation Boomerang and 2016’s January campaign.

Andrew Howie Centre P9ctured on the CMO Show

He has also been credited as creating its most political ad yet, naming the work its “January campaign” and leaving out any reference to Australia Day.

During his time at Meat and Livestock Australia, the marketer also obtained a reputation for being an outspoken voice in the industry.

What is not known is whether Howie quit Westpac following the recent Royal Commission into banking and the tarnished imager of banks in Australia.

At the time of his appointment as Westpac’s head of advertising, Howie said: “I’m looking forward to joining the team to create globally recognised effective and creative advertising.”

Howie joins Amazon’s marketing team alongside former Samsung CMO Arno Lenior, who joined the business in December last year.

Howie declined to comment while Westpac and Amazon had not responded to Mumbrella at the time of publishing.

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