Monash Marketing’s 2025 Peter Chandler Oration
The 2025 Peter Chandler Oration is a tribute to Peter Chandler, Emeritus Professor in Marketing at Monash Business School.
Following a welcome and introduction by Peter Chandler, this year’s Oration will be given by Gavin MacMillan, Managing Director of Ogilvy Melbourne.
Moving from ROI to Return on Creativity: Brand building in the post-fragmentation era
The media landscape has transformed. Gone are the days of predictable reach through a handful of broadcast channels. Today, brands face a fragmented world of niche audiences, an explosion of platforms, and shorter, sharper formats.
Are the old rules broken?
Mr MacMillan will delve into the evolving dynamics of reach, attention, and engagement. He'll explore how enlightened brands are shifting focus from simple ROI to Return on Creativity, uncovering new pathways to connect with consumers in the war for attention.
Keynote Speaker
Gavin MacMillan
The Managing Director of Ogilvy Melbourne, Mr MacMillan leads a team of world-class advertising professionals working on renowned Australian and international brands. A Monash Marketing graduate, Mr MacMillan honed his strategic skills at Young & Rubicam in Melbourne and later in London.
Returning to Melbourne, he became Strategy Director at DDB before joining Ogilvy, ultimately rising to Managing Director.
Mr MacMillan's brand and campaign strategies have driven growth in a multitude of product and service categories, earning him nine prestigious Cannes Lions and numerous effectiveness awards.
He is a senior lecturer for the Australian Communications Council and holds an MBA from Melbourne Business School.
MC
Laura Mattiazzi, Department of Marketing Advisory Board
Event Details
- Date:
- 19 June 2025 at 5:30 pm – 8:30 pm
- Venue:
- The Pavilion, Building H, Level 8, Monash University Caulfield campus
Description
The 2025 Peter Chandler Oration is a tribute to Peter Chandler, Emeritus Professor in Marketing at Monash Business School.
Following a welcome and introduction by Peter Chandler, this year’s Oration will be given by Gavin MacMillan, Managing Director of Ogilvy Melbourne.
Moving from ROI to Return on Creativity: Brand building in the post-fragmentation era
The media landscape has transformed. Gone are the days of predictable reach through a handful of broadcast channels. Today, brands face a fragmented world of niche audiences, an explosion of platforms, and shorter, sharper formats.
Are the old rules broken?
Mr MacMillan will delve into the evolving dynamics of reach, attention, and engagement. He'll explore how enlightened brands are shifting focus from simple ROI to Return on Creativity, uncovering new pathways to connect with consumers in the war for attention.
Keynote Speaker
Gavin MacMillan
The Managing Director of Ogilvy Melbourne, Mr MacMillan leads a team of world-class advertising professionals working on renowned Australian and international brands. A Monash Marketing graduate, Mr MacMillan honed his strategic skills at Young & Rubicam in Melbourne and later in London.
Returning to Melbourne, he became Strategy Director at DDB before joining Ogilvy, ultimately rising to Managing Director.
Mr MacMillan's brand and campaign strategies have driven growth in a multitude of product and service categories, earning him nine prestigious Cannes Lions and numerous effectiveness awards.
He is a senior lecturer for the Australian Communications Council and holds an MBA from Melbourne Business School.