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
Asia-Pacific’s 50 most influential and purposeful marketers

Sweta Mehra

Chief marketing officer

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.

Asia-Pacific’s 50 most influential and purposeful marketers


Campaign Asia

Related Articles

Just Published

8 hours ago

Creative Minds: Aurora Cao's dream dinner date with ...

The award-winning Dentsu creative dreams of inviting the God of Fortune and other folklore-inspired influential Chinese icons for a feast of inspiration.

9 hours ago

The C-suite tangle: Why CMOs need to speak a new ...

CAMPAIGN 360: Four CMOs explore the evolving dynamics, essential skills, and how CMOs need to speak more CFO and CEO to be the executive pulse of the organisation.

9 hours ago

Agency Report Card 2023: Havas Media

From selloff rumours to the Shell backlash, 2023 was not a quiet year for Havas Media.

10 hours ago

LVMH expands partnership with Alibaba as 618 sales soar

Luxury brands such as Prada and Valentino make a strong showing on Alibaba at this year's 618 sales.