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.
With a 20-year career spanning Australia, New York, London and New Zealand as a brand and marketing specialist Kim is an innovator’s secret weapon. She 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 helping organisations build and harness fandom, turning this into commercial success and building a culture brand along the way.
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
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.
