John Elliott
Brand Marketing, Sponsorship, Sports and Major Events Consultant
Brand Advantage. Following an extensive background in consumer brand marketing with Johnson & Johnson, John has been involved in the sports and events marketing industry for over 20 years.
John founded sports and event marketing companies Javelin Communications and Kookaburra Event Marketing and Management in Australia and has been Managing Director of both. John was also the Managing Director of BrandAdvantage in Australia and he continues to consults to Brand Advantage All these companies have proven track records and achievement in sports and event marketing.
John has extensive credentials in sports and major international event marketing, having being engaged by SOCOG, the Australian Olympic Committee, Australian Commonwealth Games Association, Australian Rugby Union, Swimming, Australia, Athletics Australia, Australian Weightlifting, Australian Hockey and Surf Life Saving Australia, just to name a few. His corporate international blue chip clients have been comprehensive and include Telstra, Ford, Australia Post, NAB, Qantas, Uncle Tobys, National Foods and Accor Hotels. He has also worked closely with Government agencies.
His experience and hands-on involvement across all facets of Consumer Marketing including both the domestic and international sports and events industry are far-reaching. These cover Brand and Strategic Marketing, Sponsorship and Evaluation, Event Management, Advertising, Promotion, Communications (public relations, publicity and media management), Corporate Hospitality, Incentives, Talent Management, Licensing and Merchandising and Corporate Social Responsibility/Investment (CSR).
Engaged by SOCOG, he was responsible for the marketing and communications program of the 40 Sydney 2000 Olympic Test Events and was the Venue Manager for the Road Cycling at both the Sydney 2000 Olympic Games and Paralympics Games. This involved all 53 functional areas as direct reports for these events which comprised 1300 staff and volunteers and an AUD $7 million budget. Ten years on, the Sydney 2000 Olympics and the Cycling Road Race are still acclaimed as the best ever in Olympic history.
In John's role as Managing Director of Brand Advantage John played a major part in the Qantas Sponsorship and Events business for 5 years, which encompassed an extensive sports, arts, ambassadors and charities portfolio under the Sharing the Spirit and Frequent Flyer programs. This involved undertaking independent valuations to determine ROI by utilizing the Brand Advantage Proprietary Evaluation Tools. In addition, developing in partnership with the NZ Directors brand connection and experiential marketing programs, delivering sponsorship activation and leveraging initiatives for the national teams - Qantas Wallabies (Rugby) and Qantas Socceroos (Soccer) – which were amongst the sponsorships and events within the considerable Qantas portfolio.
John as Managing Director (Australia) also partnered Bob Gill as Group CEO also completed a highly successful major project for NAB (National Australia Bank) as their Partner Level Melbourne Commonwealth Games 2006 sponsorship. This was one of the largest ever domestic sponsorship, hospitality and activation programs ever undertaken.
In 2009, John was appointed by Dubai World South Africa to lead their FIFA World Cup 2010 commercial program in Cape Town for the V&A Waterfront - the most visited tourism destination in all of South Africa. The V&A Waterfront is an expansive life style site, comprising 450 retail shops, 80 restaurants and 7 hotels. The World Cup 2010 precinct and program that was created, developed and implemented was highly successful with a record 4 million international and domestic fans and visitors on the site over the June/July 2010 period of the FIFA World Cup. This generated massive economic impact for the stakeholders including FIFA global partners such as Coca Cola, Adidas, Sony, Hyundai and Visa.
The program included the development of major event sites, spectator zones, feature attractions and hospitality programs. Further, a brand and communications campaign was created, in addition to adverting, sponsorship and consumer activations for 6 major FIFA World Cup Partners (Coca Cola, Visa, Adidas, Hyundai, Sony and MTN) and the introduction of an international TV Studio and Media Centre.
Moreover, a Giant Observation Wheel - the Wheel of Excellence, was contracted to the V&A Waterfront by both the operators and the City of Cape Town as a World Cup attraction. With the commercial program in place, this resulted in high profile, extensive media interest and coverage, with a further tourist attraction delivering a highly successful initiative.
The V&A Waterfront precinct in Cape Town was recognized by both the media, sponsors and both international and local visitors as the most vibrant and exciting precinct across all of South Africa over the World Cup period. More recently, following the noted success of these initiatives, further creative concepts and legacies are being introduced at the V&A Waterfront.
John has been engaged by Amdec, the owners and operators of Melrose Arch, - the most high profile shopping and life style precinct in Johannesburg - to lead their commercial strategy for the next 2 years to drive increased visitations and tourism.
John has also consulted to The Heart Foundation of Australia and is on numerous advisory boards. Furthermore, he is currently focused on developing international marine events in Australia, New Zealand and throughout Asia. Advisor to the Monsoon Cup, Malaysia, and the World Match Race Sailing Tour are other roles John has adopted.
John has been a regular guest speaker at the CEO Institute of Australia and presents at CEO group meetings on sponsorship, events and brand connection.
He is also a guest lecture for the Macquarie University International Business School (Sydney) Masters Degree Course.
SUMMARY OF MAJOR CAREER ACHIEVEMENTS
Event Manager for the ANZ 12 Metre Challenge staged on Sydney Harbour, Australia Day 1989, 1990 and 1991, featuring America's Cup yachts and Denis Connor vs. Iain Murray.
Event Manager World Amateur Boxing Championships Sydney 1991.
Launched the Sydney 2000 Olympics Bid Logo.
Project Director for the Telstra Australian Olympic Team Welcome Home Parades for the 1992 Barcelona and 1996 Atlanta Olympics staged in all Australian capital cities.
Delivered the Commercial and Communication program for the Sydney 2000 Olympics Test Events (40 events including World Championships).
Managed the Sydney 2000 Olympic and Paralympic Games Road Cycling program across 53 functional areas and 1300 staff and a $7 million budget. The Men's Road Race was the largest and longest event of the Sydney 2000 Games, with duration of over 5 hours through Sydney's Eastern Suburbs.
Conceived, created and delivered the Sydney Marathon post the 2000 Olympic Games as an annual event. (Now conducted annually for 10 years).
Commercial Manager for Volvo Ocean Race Stopover and Race Village Sydney 2001.
Managed the Qantas $20 million portfolio of sponsorships including Sports, Arts, Ambassadors and Charities over 5 years (2003 – 2007) and created the community (CSR) program "Sharing the Spirit". This included multimillion dollar investments in the Qantas Wallabies, Qantas Socceroos, F1 and Olympics.
Managed the delivery of the NAB Commonwealth Games sponsorship for Melbourne 2006 which is one of the largest sponsorship investments and programs ever made in Australian corporate history.
Developed the Business Plan, brand and name for the Nth Queensland FC (Fury) out of Townsville and the granting of the A League franchise by FFA.
Consulted in event and sponsorship valuation to the Monsoon Cup a round of the World Match Race Tour in Malaysia and more recently Abu Dhabi as a potential venue.
Commercial Director and member of Organizing Committee for the UCI World Masters Track Cycling Championships 2007, 2008 and 2009, Sydney and World Cup Cycling events staged on numerous occasions in Sydney.
Commercial Director for V&A Waterfront, Cape Town for the FIFA World Cup 2010.
Managed the Ian Thorpe come back media announcement and Media Conference and now part of Ian Thorpe management team for all commercial programs.
Contact Details:
John Elliott +61 (0) 417 700 730
johne@brandadvantage.com
john@kemm.com.au
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