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Andrew Howie

“I started working at Meat & Livestock Australia just under four years ago now. I worked in advertising for nine years before that, but grew tired of the unpredictable hours and with our first child on the way needed more control. My family has a heritage in sheep farming so I made the transition quite easily. I feel very privileged to have the job I do. My role here at MLA sees me lead the highly talented Australian marketing team. The team is made up of nine marketing professionals who manage a wide range of functions, the most high profile being our advertising campaigns for Australian Beef and Lamb. We are often recognised as the best marketing team in the country which is quite an honour. The Australia Day campaign has been around for about 15 years now, Sam Kekovich has been involved for 13 years and this year’s campaign is my fourth. The purpose of the campaign is to motivate Australians to come together and celebrate our national day over Lamb. This year’s campaign is a shift from promoting just one day. We realised that we live in such an amazing country; we really should get out and celebrate that fact every day of the year, with a lamb chop in your hand of course. These campaigns are quite a long time in the planning. We start thinking about what we are going to do in August. To make it all happen, it takes a big group of dedicated people from a range of companies. Everyone is very good at their jobs so magic just seems to happen. This year’s Lamb campaign is up there with the best work I have done, alongside our Spring diversity campaign. It feels great to make advertising that people actually enjoy watching and that gets people talking. We are big red meat eaters in our house, as you can imagine. I’m looking forward to having a four day weekend and celebrating how great our nation is with some delicious lamb from Castlecrag Butchers. It’s a great local shop with excellent product, perfect for special occasions.”