Staff Reporters
Jun 29, 2020

Asia-Pacific Power List 2020: Sweta Mehra, ANZ

Sweta Mehra has expanded the horizons of one of Australia's oldest banks with a data-led approach to marketing, as well as overseeing its revered 'Signs of Love' purpose campaign.

Asia-Pacific Power List 2020: Sweta Mehra, ANZ
SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

Sweta Mehra

Chief marketing officer
ANZ
Australia

Long-time FMCG marketing executive Sweta Mehra has refreshed the marketing approach of heritage ANZ Bank since she took up the CMO role three years ago.

Mehra joined the largest bank in Australia by value of total assets, in 2017 and has overseen one of its most successful campaigns in recent times: 2019’s ‘Signs of Love’. The campaign, in which the bank jazzed up Oxford Street signs across Australia to mark its support for Sydney's annual Gay and Lesbian Mardi Gras, scooped several gongs at Cannes Lions, Spikes and One Show. It was followed by 2020’s ‘Love Speech’ campaign which challenged homophobic slurs.

Mehra is recognised for refreshing ANZ’s approach to marketing from being purely focused on driving profitability to taking into account financial well-being, customer life stages, and first-party data, according to Adobe, which listed Mehra on its CMO50 2019 list. The marketing leader has also driven tactical partnerships with brands such as Qantas to deliver loyalty programmes to customers. In March, she hired Mondelez International marketer Kjetil Undhjem as head of marketing and brand strategy.

Prior to joining ANZ, Mehra was a veteran executive at FMCG giant Procter & Gamble, where she held a variety of positions leading brands and marketing for more than 17 years. This year Mehra mentored junior marketing talent via The Marketing Academy Australia’s scholarship programme.

SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

 

Related Articles

Just Published

7 hours ago

Prudential and RGA pair up to challenge family unit ...

The insurance company wants every kind of family—beyond traditional nuclear units—to feel like they’re deserving of protection.

7 hours ago

Digital-savvy AKQA faces identity crisis

AGENCY REPORT CARD: AKQA maintains high scores in terms of CX, experience design, vision, client co-innovation for four years. Yet, it stays mum on its integration with Grey.

7 hours ago

Shawn Lim and Nikita Mishra join Campaign Asia-Pacific

Both experienced journalists, Lim starts today as technology & media editor in Singapore, while Mishra will join as associate editor in Hong Kong next month.

8 hours ago

As borders open, how are travel marketers cashing ...

Marketers open up about switching to lower-funnel activity as they prioritise conversions.