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GovComms: The Future of Government Communication


Through conversation with industry greats, experts and innovators from around the world, GovComms delivers the latest insights and best practice in government communication. We provide the resources to help you, the government and public sector, communicate policies, services and regulations with impact.

A podcast by contentgroup, leaders in government communication.

May 13, 2019

Brent joined the South Australian Tourism Commission in November 2015 as a marketing communications specialist with experience in advertising, digital, public relations, sponsorship and communications across the banking, retail and telecommunications sectors.

Brent has been responsible for overseeing $1.6 billion growth in the visitor economy. He played a key role in launching the new global brand for South Australia and coordinated two global television campaigns and multiple digital programs that now see the southaustralia.com attracting over 6 million visitors annually. Brent has also managed several successful marketing partnerships with platforms such as the Project, MasterChef Australia and Sports Illustrated. In 2018, Brent was recognized as #21 on the CMO50 list of Australia’s top marketers and will be speaking about public sector strategic communication in Canberra this May.

Discussed in this episode:

  • Getting recognised as a top 50 CMO
  • Being digital native, and taking risks in government
  • Creating a point of difference
  • The power of authenticity
  • Pushing the creative limits of social media
  • Informing instead of promoting
  • Making content ‘snackable’
  • Using data to increase consumer value
  • An insight into the ROI metrics used by South Australia Tourism Commission.
  • Brent’s tips for effective communication within government