The longest-serving board member with Qantas, and perhaps the most controversial, is facing a reckoning. Former advertising agency chief executive and television presenter Todd Sampson is in his 10th year on the airline's board – a position that has earned him more than $2.2m – after narrowly surviving a push to oust him at last year's AGM.

Appointed in early 2015, the Canadian-born Australian had just finished up as CEO of Leo Burnett where he was credited with establishing a “people first culture”.

He was re-elected in 2017, 2019 and 2021 with more than 98 per cent of shareholders' votes each time. But in 2023, with the Qantas brand very much on the nose and several proxy advisory firms recommending against his reappointment, Sampson garnered only 66 per cent of votes.

Why the Backlash?

The backlash against Sampson reflects a broader dissatisfaction with Qantas's performance and its treatment of customers and employees. The airline has faced criticism for its handling of flight cancellations and delays, its pricing, and its treatment of staff during the pandemic. Some shareholders have expressed their displeasure with the board's performance, and Sampson, as a long-serving member, has become a target for their frustration.

A “People First Culture”?

While Sampson was praised for his work at Leo Burnett in establishing a “people first culture,” his tenure at Qantas has been marked by controversy. Some critics have accused him of being out of touch with the concerns of Qantas's customers and employees. The company's decision to cut jobs and raise fares during a period of economic uncertainty has been met with widespread criticism, and Sampson's silence on these issues has fueled the perception that he is not on the side of the public.

Supporters Speak Up

Despite the criticism, Sampson has also received support from some quarters. Friend and Gruen contributor Dee Madigan said the “incredibly bright” Sampson had been “unfairly maligned”.

“I think people love to hate on someone and I think he’s copped it completely unfairly compared to other people who should’ve had much more of a say in it, including the people employed within Qantas to look after the brand. That was literally their job, not a board member’s job,” she said.

The Future of Sampson at Qantas

The recent backlash against Sampson raises questions about his future at Qantas. With his contract expiring at the end of the year, it remains to be seen whether he will be reappointed. If he is not, it will be a significant blow to his reputation and a sign of the changing power dynamics at the airline. The future of Qantas is uncertain, and the company's board is facing intense scrutiny. The next few months will be critical for the airline, and Sampson's fate will be intertwined with its success. Whether he stays or goes, the controversy surrounding his tenure at Qantas is a sign of the changing times in the airline industry.

The Airline Industry: More Than Just Flights

The Qantas saga highlights a broader trend in the airline industry, one that extends beyond mere flight operations and encompasses public perception, employee relations, and the larger social and economic landscape. Airlines are increasingly seen as more than just carriers of passengers and cargo, but as integral players in the global economy and as powerful symbols of national identity. The growing expectation is that airlines must not only deliver safe and efficient air travel but also act responsibly in their dealings with customers, employees, and the environment. As airlines grapple with the challenges of a rapidly changing world, they must navigate these complex issues with sensitivity and foresight to maintain public trust and ensure long-term success.