Through his appearances on ABC1’s hugely successful show ‘The Gruen Transfer,’ Russel Howcroft has become the very public face of brand marketing and advertising in Australia. In fact, according to media mogul Harold Mitchell, Russel Howcroft has become a brand himself. Harold Mitchell awarded Russel a much-coveted Charlie Award on the basis of personal brand creation.
Russel is currently Executive General Manager of the TEN Network, one of its most senior executives. Prior to this role, Russel was Chief Executive Officer Australia/New Zealand at Young & Rubicam Brands. He fell in love with the advertising industry after doing a week's work experience at advertising agency McCann Erickson while partway through a marketing degree at Chisholm Institute (now part of Monash University). In 2017, Russel joined PwC in the newly created role of Chief Creative Officer, and also as a leader in the firm's new CMO Advisory practice to provide clients with independent, transparent, and expert advice in all areas of marketing and brand strategy effectiveness.
In his early 20s, Russel headed to London and spent five years working at Lowe Howard-Spink, one of Britain's top creative agencies. His major account was Heineken beer, and his work on that account was considered one of Britain's best ad campaigns of its time. Russel returned to Melbourne in 1995 and co-founded Leonardi Brandhouse. He spent the next 11 years running his own agencies with various partners before joining George Patterson Y&R, Australia's oldest agency brand, in 2006. The group includes The Campaign Palace, VML, ideaworks, and Brand Asset consulting. Russel is also the former Chairman of the Advertising Federation of Australia and has been a regular commentator on radio in Melbourne. His other passion is reflected in his position on the board of the Melbourne Football Club.
