The World Cup was a pivotal moment in debunking several myths about women's sport.
Kim Anderson has built a reputation for crafting bold ideas into tangible outcomes. From a winning World Cup bidding campaign to propelling the FIFA Women’s World Cup beyond greatness, Kim has been a creative and strategic force behind some of Australasia's most iconic recent sporting and cultural memories.
As Managing Director of Octagon Australia, a global creative agency in sport, entertainment, and culture, Kim leads the organisation through a new era of growth and innovation. With a 20-year career spanning Australia, New York, London, and New Zealand, she has spearheaded marketing, brand, and experiential strategy for a diverse set of international brands at the forefront of sport, design, major events, purpose, and technology. Kim’s superpower is turning fandom into commercial success—helping organisations unlock the value of non-traditional audiences and building brands that intersect with dynamic trends, communities and cultural shifts.
A trusted communications partner to senior executives and mentor to emerging leaders, Kim is passionate about helping shape their profiles and elevate their careers.
Talking Points
Unapologetically You: Embracing Your Values with Courage
Values-led leadership, lessons in belief and resilience when you're under intense pressure and a global spotlight, and how to build your personal brand.
Unapologetically You: Embracing Your Values with Courage
Going Beyond Greatness
The FIFA Women’s World Cup is renowned as a great success story. 2 billion eyeballs across broadcast, almost 2 million fans in the stands, and a $1.32B economic impact.Going Beyond Greatness
It was an event that transformed the society, but it certainly wasn’t destined to be that way.
Women’s sports have always been a battle of resilience, struggling for investment, visibility and credibility. So how do you challenge the status quo, and forge a new future that goes beyond greatness?
From securing the hosting rights to the tournament, to unraveling the significance of the tournament's brand platform "Beyond Greatness", and why this major event stands as a watershed moment for women's sports, earning its title as a "tournament of firsts."
In this talk, the tournament’s head of marketing Kim Anderson will share insights into building a culture campaign that broke new ground, transformed perceptions of women’s sport, and successfully navigated the pressures of a complex and rapidly evolving global landscape.
Changing the Game
Debunking the common misconceptions and myths about women's sport, and the ingredients needed to thrive as a female leader in a man's world.
Changing the Game
Own the Moment: The collision of culture and sport
How do you move at the speed of culture and create a brand that becomes a movement? Own the Moment: The collision of culture and sport
In this session we dive into the unforgettable FIFA Women's World Cup 2023—an event that became a global cultural milestone. The tournament shattered records in every aspect: 2 million tickets were sold, 2 billion global eyeballs across broadcast channels, nearly 12 million Australians tuned in to witness the Matildas' gripping semi-final on TV, and a $1.32B economic impact.
But this success wasn't merely luck, good timing or just because the Matildas happened to be playing well. Kim Anderson reveals a story of thoughtful planning, the application of marketing fundamentals and captivating storytelling. Inspired by her time leading marketing for the largest women's sporting event in the world, Kim shares how tapping into culture can unite communities and the intricate marketing strategies that fueled this monumental success. From the significance of the tournament's brand platform "Beyond Greatness" in nurturing a cultural movement, and why this major event stands as a watershed moment in the discourse around women's sports, earning its title as a "tournament of firsts."
Building fandom and commercial success
Building fandom and commercial success
Video
From World Cup Glory to Cultural Impact: Kim Anderson’s Leadership Secrets
In this episode, we’re joined by Kim Anderson, one of the masterminds behind the phenomenal success of the Women’s World Cup. As a brand strategist and storyteller, Kim reveals how she crafted a game-changing blueprint for fan engagement, brand loyalty, and social impact in women’s sport. From her work with partners like Adidas to her commitment to building an inclusive, unforgettable experience, Kim shares the strategies that drove the World Cup’s record-breaking achievements. She breaks down the compelling business case for women’s sport, highlighting the ROI that organisations and brands stand to gain from investing in this growing sector. Beyond the pitch, Kim’s insights on cultural impact and redefining perceptions of female athletes make this conversation a must-watch for anyone interested in the intersection of sport, social change, and brand strategy. Known for her authenticity and humility, Kim also offers valuable leadership lessons, discussing the importance of diversity in teams, the art of collaboration, and the power of leaving ego at the door. Her insights into team dynamics and building a culture of empowerment are essential for leaders in any field. Whether you’re a sports enthusiast, a marketer, or a leader looking to create meaningful impact, this episode with Kim Anderson offers inspiration and actionable insights on going Beyond Greatness.It was a pleasure to have Kim join us at the Paramount Summit 2023 with a fascinating story of building the culture brand behind the ground-breaking FIFA Women's World Cup. Her passion engag ... keep reading Wavemaker
I had the pleasure of interviewing Kim Anderson for an Upfront-style internal conference event for Paramount, where her insights and experiences left an indelible mark on the audience. As the Head of Marketing for the FIFA Women’s World Cup 2023, Kim was instrumental in orchestrating a tournament of firsts, setting unprecedented benchmarks for the sporting world. Having her share just how she and her team shattered the attendance record for the Women's World Cup - a testament to Kim's visionary marketing strategies and dedication - was a privilege to witness. As a captivating public speaker with a passion for her work, it’s any wonder Kim has consistently been at the forefront of our most iconic recent sporting and cultural events.
