Susan Coghill

Chief Marketing Officer, Tourism Australia

As Tourism Australia’s Chief Marketing Officer, Susan Coghill is responsible for driving the organisation’s global marketing efforts. Her relentless pursuit of effectiveness and world class creativity has raised the bar in destination marketing. Some of her well known and well-loved, award-winning campaigns including the global ‘Come and Say G’day’ campaign, the ‘Dundee’ Super Bowl campaign in the US, and the Australian ‘Holiday Here This Year’ campaign. In her time at Tourism Australia, Susan has been recognised as one of the top CMOs in Australia and Asia Pacific on Campaign Asia’s CMO Power List, B&T’s CMO Power List, AWARD CMO of the Year and the CMO50.

11:50 am - 12:20 pm

The Role of Brands in Building a Cohesive Australia

As political and cultural divides grow, brands and advertising play a crucial role in shaping a more cohesive Australia. This session explores how marketing, media and iconic campaigns influence national identity, global perception and social unity. Featuring exclusive new research on public sentiment toward "Brand Australia," industry leaders will discuss the challenges and opportunities in representing a diverse yet polarised nation. How can brands drive unity and what responsibility does the industry hold in shaping the country’s narrative?