Engaging ALDI employees
How do you make thousands of people, working all over Australia, feel like they're part of a community, not cogs in a giant retail machine? By giving them MyALDI, an employee-focused app, that's how. I created the launch campaign and then worked directly with ALDI to create a range of interesting articles, staff profiles and Q&As for ALDI folk to read, like and engage with.
I also do a bunch of external comms stuff for ALDI, helping them communicate everything from their position on the price of milk to their latest Special Buys. Some of that ends up on ALDI Unpacked.
Rebranding a foundering pharmacy
Faced with stiff competition from a host of discount pharmacy chains flogging cheap vitamins, humungous bottles of shampoo and little in the way of expertise or care, Amcal needed to act. Doubling down on their existing tagline, Just ask Amcal, we rebranded the business and created a fun, retail campaign based on an insight we can all relate to. Check it out.
Putting bums on seats
Fancy watching every match played at ANZ Stadium over the course of the year. Every. Single. Game. In 2013, we challenged prospective ANZ Stadium members to take the pledge and commit to doing just that. The result? A massive uptick in stadium membership sales and a line they're still using today.
Raising the bar at Education
We can do a much better job educating kids with disability in New South Wales. At least two parliamentary inquiries and numerous experts have said so. In response to that sobering reality, the NSW Department of Education sought to implement a range of measures designed to improve education outcomes for children and young people with disability. I worked with the Department, and various external experts, to produce the state's first ever Disability Strategy. You can read it here.
Recycling is good
I think cash for containers programs are great. So does Envirobank, a Redfern business that manages container deposit schemes in New South Wales, the Northern Territory, South Australia and Queensland. A couple of years back, I helped them rebrand ahead of the launch of the Return and Earn scheme in NSW. I literally wrote the book on their brand, established a tone of voice, and crafted the copy that lives on their website and loyalty platform, Crunch.
One person's Christmas trash…
Have you ever received a Christmas gift that's left you thinking WTF? Like a pair of screechingly fugly hourglass cufflinks, perhaps? Okay, TMI maybe, but you get the drift. To get people thinking Gumtree rather than the usual post-Christmas retailers, we created the Unwanted Gifts campaign. The posters, pitched at both buyers and sellers, ran in malls across the country. It did well.
Business and finance writing
Launching a new data offer
Kids burn through their data quick-smart. On the other hand, a lot of parents don't make the most of their generous data allowances. Enter Optus Data Pools. To launch the offer, we enlisted Robbie Anderson, fresh from wowing The Voice Kids audience, to talk to kids (and their parents) about data.
Experience first redux
Following on from the successful Experience First campaign (with Precinct), UNSW wanted to tell incoming first year students about all the things they can do outside the classroom. The result was campaign featuring four UNSW students who are thriving at the university, whether that's in the lab, on the solar racing car circuit or in a leadership position with one of the many societies on campus.
Hopes and dreams
I co-created the Hopes and Dreams campaign for Yellow Brick Road in 2015. They're still using it today.
I have been published in print and pixels in Australia, the UK and the US. I have written about the late, great Gore Vidal, the fashion photographer Tim Walker, Senator Ted Kennedy, nuclear proliferation, Miki 'Da Cat' Dora, US-Iran relations and the ethics of doping in sport. Links to come.