Rob Langtry is one of a small number who have climbed to the top of both trees.


Robert Langtry

Senior Consultant

To quote one of Australia’s leading, globally-awarded Executive Creative Directors:

“Australia has produced many great marketers and many great creative strategists. Rob Langtry is one of a small number who have climbed to the top of both trees and few, if any, have applied their skills and experience with greater success at home and on more foreign shores.”

Of the many senior roles held in either hemisphere and on either side of the client/agency divide, the one which required Rob to draw most heavily on this wealth of experience was the most recent – Global Chief Strategy and Marketing Officer with Australian Wool Innovation Limited/Woolmark International.

He exceeded every KPI – across 3 years, with 50 staff and an annual global budget of AU$70million. Rob reversed a declining demand for wool in the global apparel industry; re-established Australian Merino Wools credentials; and reconciled the interests of varying stakeholders in the industry, from hardy Outback sheep farmers, Yorkshire mill owners, fastidious Parisian Couturiers and Milanese designers.

Initiatives included:

Elevating the International Woolmark Prize to be one of the top three most prestigious events in fashion design;

Jointly developing the Campaign for Wool with IWTO and HRH The Prince of Wales;

Establishing more than 80 global brand partnerships and annual wool weeks in 10 major retail markets.

According to Deloitte (6/2016) achieved an average ROI of $2.90 and “AWI’s actions and investment activities, over the past three years, contributed to increasing market demand and rising wool prices, improved on-farm and off-farm productivity and cost savings for woolgrowers”.

 Export volumes were stabilised and wool prices increased almost 70% from $7.82 to >$13, with export earnings soaring to a record AU$3B in 2015 (over $88 billion at retail);

We achieved a 30-point increase in the brand equity of Woolmark, with related increased licensee earnings;

We created a tenfold increase in the global consumer recognition of ‘Merino’ achieved with a campaign reach exceeding 2 Billion customers, a social media footprint reflecting >1M engagements per month; a digital and social publishing presence and a total trade relationship conversion to digital contact.

Rob’s management style is transformational. He helps create and share the vision; define strategy; retain and empower successful global and local teams.

His most notable prior positions include: Global Chief Strategy and Marketing Officer, Australian Wool Innovation Limited/Woolmark International, 2010–6/2016; Strategy and Management Consultant, Publicis Mojo, 2006–201; Chief Executive Officer, Euro RSCG Marketing Services, 1999–2004; Managing Director, Senior Strategic Advisor, FCB/CIS, 1993–1999; Chief Executive Officer, Regional Planning Director, McCann-Erickson, 1985-1993; Regional Planning Director, J Walter Thompson, 1979-1985. He has held numerous international Directorships and Advisory positions, as well as Chief Executive Officer, Managing Director, Chief Marketing Officer and Partner level roles in B2B and B2C Marketing, Media, Agriculture and Export Development.

Rob is available as a coach in the Client, Agency/Account Management, &  Strategy & Planning modules.

Modules this coach presents

Agency/Account Management


Strategy & Planning