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R.M. Williams names new chief marketing officer

Former advertising firm executive Chris Willingham has joined the senior leadership team at footwear and apparel brand R.M. Williams as its new chief marketing officer.

He will start on the new role in the coming weeks.

Willingham, former managing director of advertising and brand consulting company DDB New Zealand, will aim to drive the next phase of growth for the 89-year-old South Australia-based company.

“I’m incredibly excited to be given stewardship of such a famous, culturally important brand,” Willingham said.

“I bought my first pair of Craftsman boots when I travelled through Sydney during the ’90s and fell in love with R.M.Williams there and then.

“This is a unique, once-in-a-career opportunity and it’ll be an absolute privilege to work together with the R.M. Williams team to lead the brand through the next stage of its  evolution.”

John Hartman, chief investment officer of Tattarang, which acquired 100 per cent of R.M. Williams last year, welcomed Willingham’s appointment, and said his role will be critical in accelerating the brand’s new growth strategies across digital and international markets.

Before DDB, Willingham was the global director on the Nike brand at Wieden + Kennedy, overseeing campaigns for the 2016 Olympics and 2018 World Cup, among others. He also led BBDO’s Singaporean hub and spent nine years at Fallon in London.

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