G’day GetUp!
This is a small collection of some projects and work. I believe it demonstrates my creative thinking, my collaborative approach and my ability to decipher customer motivations and design accordingly.
Tuck in.
Projects
M&C Saatchi Mirrorboard: Diversity of Thought
In 2018, global communications group M&C Saatchi created the M&C Mirrorboard, a board of nine employees from across the 2500-strong network to bring a contemporary and progressive perspective to global business challenges.
I was a selected to represent Australia and lead the business and creative strategy.
The Brief
Embed diversity of thought within the global network.
My Role
As strategy lead, my job was to make sense of the the diversity & inclusion landscape and best practices, identify the business opportunity and write a creative brief. I also kept employee and business needs at the centre of thinking, and ensured the final recommendation aligned with wider company strategy.
As a facilitator, I designed the digital and face-to-face creative ideation sessions and helped the group align on the best path forward.
Outcomes
A transformative strategy that compelled business-focused stakeholders to fund initiatives that would build a more diverse and inclusive network. Below is an example of some of the outputs that were funded.
M&C U
An education program to enable non-traditional creatives to skill up and enter the creative workforce.
An MVP has been built (using existing HR programs and and internal education initiatives) and is being tested with students from underrepresented communities
D&I Starter Kit
A conversation starter kit to build awareness and empathy around diversity and inclusion
The kit, aimed at managers, included conversation prompt cards and profiles of underrepresented groups, along with some simple activities.
Kits were prototyped, produced and distributed as part of the presentation.
Global Diversity Index
Things that get measured get moved. To build visibility and accountability across the network, a global D&I index was comissioned.
Myself and a data scientist developed a simple framework, collected data and built a pilot platform that is currently in use in five regions.
Scitech: Youth Audience Research
To contribute to WA’s newly announced state STEM strategy, science education centre and service provider Scitech needed to know how to impact an older audience than they currently had.
The Brief
1. Identify how Scitech science education centre can engage students 11-16 in STEM subjects.
2. Inform the development of the new content strategy.
My Role
As the project lead, I was responsible for market and trend analysis, collating and synthesising existing STEM research, executing 18 in depths interviews with students, collating findings and building a cohesive customer strategy that could be used by everyone from comms teams to digital developers and in-centre guides and designers.
Outcomes
A fractured customer experience and disparate teams were realigned around a unified customer vision and strategy. Four key student motivations were identified, as well as the journeys required of students to STEM engagement, which were crafted into simple branded assets for use across product and comms.
The organisation is currently using the work to develop their content strategy for the next 5 years. Right now, the recommendations are being used to design the summer 2019 exhibition and build a connected experience across all customer touchpoints.
Sample slides from final presentation/customer strategy recommendation:
NSW Department of Education: Digital Comms Strategy
NSW DoE have been developing their digital strategy for the past 18 months with the help of consultancy KPMG. The result, whilst visionary, was a massive 120-page document that lacked clarity and readability, especially for those who’d be directly impacted.
The Brief
Develop a communications strategy for the transformational new schools digital strategy.
My Role
Working closely with with senior Department of Education staff, I took the 120-page document outlining the new five year digital strategy for schools and refined it into key points. I developed a meta-version of the digital strategy story, along with
Outcomes
A single, simple overarching narrative was developed, along with key messaging for the various audiences (government ministers, school leaders, support staff, teachers, parents, and students). A range of creative communications initiatives were also developed and channels recommended.
Unfortunately I can’t share any of the work here as this project is highly confidential and still in development.
BITE-SIZED SAMPLES
Improving Australia’s Health Literacy
Tonic Health Media is Australia’s largest health network with an estimated monthly audience of 16 million.
In my role as a director and producer, I created a range of evidence-based health content for Tonic and their clients.
I was responsible for creative direction, production management, writing and directing.
This example was a piece created for the NDSS.
Changing Australia’s National Identity
Steve Irwin Didn’t Die for This was a thesis presentation on Australian identity, created for the closing session of the M&C Saatchi global board meeting.
Empowering Australia’s movement-makers
How to Start a Riot is a practical guide to creating the movements that change the world. It consists of a podcast I produce myself and workshops I design and facilitate.
You can listen to the latest episode here.
Entertaining the masses
People always ask to see this stuff, so here you go – a little sample of my stand-up. Sadly, it’s still relevant. Apologies - it’s a bit sweary.
Want to see more? Great, give me a buzz: 0459219172.