Other Engagements

A selection of other strategy and consulting work. Some projects are under NDA; others are listed by name.

Tourism Australia — Brand strategy and cultural positioning for the ‘Come and Say G’day’ global relaunch. Worked with M&C Saatchi to define the strategic platform and brief the creative teams across six international markets.

Bonds — Category strategy for the relaunch of Bonds Originals. Defined the cultural tension between heritage and relevance, and developed the brief that led to the ‘Born Original’ campaign.

Client under NDA — Global FMCG. Brand architecture review and portfolio strategy across 12 markets. Recommended consolidation of sub-brands and developed the positioning framework adopted across APAC.

Client under NDA — Australian financial services. Purpose and values work for a major rebrand following a merger. Facilitated senior leadership workshops and developed the narrative framework used in external communications.

Client under NDA — Global tech company. Cultural strategy for a product launch targeting Gen Z in Southeast Asia. Identified key cultural codes and developed the insight that shaped the campaign platform.

Client under NDA — Australian retail. Category entry point analysis and brand growth strategy. Identified new penetration opportunities and developed the strategic brief adopted by the internal marketing team.