Michael Hill changes direction

It was the only Australian brand to score a Superbowl ad last year - but are those days over?

Michael Hill has announced the appointment of a new chief marketing officer.

The appointment follows the recent departure of Joe Talcott, who pioneered an edgier marketing direction for the brand.

This included the "We're For Love" campaign, where the brand approached more than 1200 New Yorkers and asked them about love.

The top 30 people were filmed in an advertising series which appeared at the 2015 Superbowl.

Anna-Maree Shaw will take over as chief marketing officer with effect from 20 June 2016.

Shaw has over 20 years’ experience in B2C marketing both in Australia and the UK for Blue Chip companies in multiple sectors; retail, financial services, travel and not for profit.

Her experience spans challenger brands in the UK (Tesco and Sainsbury’s) and house name brands in Australia (Suncorp, AAMI, APIA, GIO, Flight Centre and Compare the Market).