CBA CMO heads for Telstra

The controversial five-year reign of Mark Buckman as chief marketing officer of Commonwealth Bank has come to an end following the announcement that he will join Telstra in the pivotal role of CMO.

His move to Australia's largest carrier coincides with a name change for the telco's Chief Marketing Office which will now be known as Telstra Innovation, Products and Marketing. The former chief marketing officer, Kate McKenzie, will now take on the role group managing director of Telstra Innovation, Products and Marketing.

Buckman's redefined role of CMO at Telstra will include overarching responsibility for the telco's marketing strategy and branding across every business unit. The brand and strategic marketing team includes recent recruits Mark Collis and Inese Kingsmill who will report to Buckman.

Buckman will leave the CBA in March next year. His replacement has yet to be announced with CBA's group executive Human Resources and Group Services Barbara Chapman assuming his role in the interim.

Buckman shook up the marketing function at the bank during his tenure attracting a torrent of attention with the risky appointment of US advertising agency Goodby, Silverstein & Partners.

The ensuing "Determined to be Different" campaign and the agency offshoring divided the industry with many panning its attempts to create a wider consumer impact.

Buckman stuck by his decisions and campaign choices even at the height of the industry backlash. At the time Buckman said CBA chief executive Ralph Norris had advised him, "this is either going to be a blaze of glory or just a blaze, but either way there are going to be flames".