Full-service marketing agency SBM has appointed James Hannan as CEO to lead the company into its next chapter. He is joined by Ian Cook who takes the reins of its Sydney operations as General Manager.
These appointments come as the agency combines its strengths – creativity and technology – to offer its clients innovative ways of maximising their marketing investment in an era of AI disruption.
James joins the independent, family-owned Australian business after a 20-year career leading organisations across media, marketing and printing at IPMG, Independent Digital Media and Ovato, and will be focused on moving the brand into the spotlight.
“SBM is arguably Australia’s best-kept secret. We have capabilities that are broad, deep, and powerful – but too often, underappreciated. That’s not due to lack of performance, rather a lack of awareness. We not only have the creative talent to deliver eye-catching marketing but the technological capabilities to drive the value of every dollar spent further,” says James.
As well as offering traditional services in creative, content, production, PR, print and digital, SBM is enhancing its martech offering with AI-powered technology to produce and both create and manage marketing collateral for its clients.
Technology underpinning creativity
SBM supports some of Australia’s best-known retailers such as The Reject Shop Aldi, and Priceline from design, still and video content through to published digital and digital catalogues. With most retailers facing pressure to do more with their marketing budget, SBM is augmenting its physical and creative capabilities with AI production automation that allows it to do more with less.
This includes transforming still images into dynamic ones, substituting or removing talent, products or locations in existing collateral or images or images.
Using AI to extend the use of marketing collateral can present significant cost efficiencies from a traditional campaign. This means brands can run more campaigns throughout the year within their existing budget.
AI augmentation is also enhancing “SBM OS”, a strategic multi module martech platform that replaces legacy systems and streamlines the end-to-end marketing lifecycle. Via its Digital Asset Management (DAM) and Digital Catalogue Management (DCM) modules
The DAM module offers centralised asset storage with AI metadata tagging and version control, making it easier for teams to manage, locate and use brand assets. Seamless integration with platforms such as Adobe to Monday.com to ensure marketers can stay within their workflow or connect to the DCM Module.
The Digital Catalogue Management (DCM) module reimagines the traditional catalogue with an interactive, searchable format that is dynamically built for always-on product and price. Connecting direct to eCommerce platforms and shopping carts, it supports geo-targeted distribution down to suburb level. Unlike third-party catalogue aggregators, SBM OS keeps brands in control on their own channels.and data. This provides marketers with smarter, more agile tools to effectively manage campaign efficiency and user engagement.
A new lead for Sydney
SBM operates in Sydney and Melbourne, along with Chennai India, and Ian will bring his previous experience as Operations Director at BMF and Bastion to the role of General Manager of the Sydney business. Capabilities at this Sydney site include marketing, design and branding, photography and video content, digital print, websites, ecommerce, and marketing technology.
“Joining SBM is an exciting opportunity to help lead the business into its next stage of growth. With the diversity of our people and the depth of our marketing capabilities – spanning creative production and martech, now embedded with AI – we’re in a unique position to create real value. It’s a great time to be part of the journey,” says Ian.
In addition to these appointments, SBM is promoting Ben Hannan into the newly created role of Chief Sales and Marketing Officer. Ben will be responsible for overall sales efforts as well as raising brand awareness.
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