IN MARKET INDUSTRY INSIDER X Sharing the ‘True Aussie’ story While it was his own link to farming that initially led Jacob Baldock to a role within MLA, it’s the job’s diversity that cemented his passion for being the ‘True Aussie’ Brand Manager. For Jacob, a normal day managing the international brand for Australian red meat could mean anything from working on a consumer marketing strategy for southern Asia or creating a website in China, to shooting a video in central Queensland or running a workshop in Singapore. Jacob grew up on a small farm at Wattle Flat, central west NSW. Long days on motorbikes, playing in the mud, exploring the bush and helping on nearby sheep properties shaped his firm belief that “Australian producers are the lifeblood of the country and underpin the economy, and Australian way of life.” “My mum always told me I needed to feel connected to the job I chose, and that’s why I love working at MLA – because I feel like we’re helping to make a difference to real people’s lives through creating returns back to the farm gate,” he said. Here Jacob talks to Feedbackabout his role with MLA. Q: Q: Q: Explain your role in MLA. What did you do before joining What’s your favourite red The core aspects of my role are: the red meat industry? meat dish? • ensuring the ‘True Aussie’ brand Before beginning my role with MLA, I’m a big fan of marbling. So for is represented consistently across I was an advertising executive. I me, it’s anything tender and fatty – all Australian red meat’s key had about 10 years’ experience ideally, Wagyu Scotch fillet. If I could export markets as a ‘suit’ (client manager) working eat that every day for the rest of my • working with MLA’s international for agencies. life, I would. ■ business managers and their teams As an ad exec, I had exposure to to apply the brand strategy to several global and market‑leading ensure True Aussie resonates with brands in categories like automotive, local consumers and customers fast moving consumer goods, • developing resources, whether airlines, charity and not‑for‑profits, that’s an image, a video, brochure, real estate, government and telcos. It print ad or a website. was really diverse. 46