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

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

2 days ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.