What happens when you get a top consumer goods marketer to leap from the biggest advertiser in the world, Procter & Gamble, to lead marketing at a bank? ANZ CMO Sweta Mehra joined ANZ four years ago from P&G and has driven a raft of reforms including a marketing masters program inside the organisation designed to build marketing team capabilities and deepen the understanding of how marketing contributes to commercial results. More people inside ANZ are now championing marketing and less see it purely as a cost centre. Mehra also has some views on inhousing agency services, market mix modelling and media that might surprise a few too.