the work

Strategic Agility + Creative Flair

What clients asked, what's been delivered.

Differently from the past, defining a strategy has become less about paving the way forward and more about enabling pivoting points. To succeed in the volatile markets of today, brands and their people require options helping them anticipate changes in consumption patterns and embrace the opportunities emerging from that.  In this sense, creative coherence has replaced creative consistency.  The constant flow of culture requires a degree of flexibility and responsiveness for brands to SURGE in response to unpredictable challenges and exciting possibilities. That is the work we do.    

DISCIPLINE:

CMO Advisory | Place Branding

CLIENT:

Fed. Square

INDUSTRY:

Arts & Culture

As Melbourne's beating heart, Fed. Square required a seasoned Marketing Leader to further develop its brand strategy, audience segmentation, drive the implementation of integrated marketing communications across Paid, Owned, Earned and Shared channels, provision of PR input during the organisation's most critical moment (Apple Flagship store and Heritage Listing), all while coaching and mentoring staff.  

RESULTS:

  • Our client was promoted into the organisation's C-suite, which was followed by her appointment to the board of Meeting and Events Australia, the peak body representing the events industry in the nation. 
  • The new approach to communications contributed to the sold-out Anything but Square Festival and its signature event Sensory Underground 
  • Importantly, the new brand marketing strategy enabled Fed. Square to apply and obtain substantial funding and establish new partnerships for its renewed and, already award-winning programming

DISCIPLINE:

Brand Strategy

CLIENT:

SenSen Networks

INDUSTRY:

Smart Cities

SenSen Networks, an ASX listed smart cities company had to adjust its trajectory to enable a new listing on the Nasdaq stock market. For that, SenSen's brand had to redefine itself in order to communicate an evocative story, identity and product portfolio, also reassuring staff, investors, governments and other key stakeholders about their unique value proposition. From an already too common AI/Machine Learning discourse, we shifted the brand to its very origins and brought a new light onto its Data-Fusion expertise. This subtle yet truthful reframing was key to the development of an entirely new verbal and visual identity, also responsible for empowering its directors to radically re-focus their business strategy.  

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SenSen Networks

Data-Fusion Ingenuity strengthens local economies and simplifies city administration by empowering those managing the needs of our increasingly urbanising society

*proof-of-concept only

RESULTS:

  • Upon seeing the proof-of-concept for the new brand identity, our client has literally cried. In terms of accomplishments, it doesn't get better than that!
  • The renewed business focus, informed by the brand strategy, enabled new contract wins in the USA market paving the way to the desired Nasdaq listing  
  • The converged brand architecture provided significant savings that were critical for a business pivot during the COVID-19 crisis 

DISCIPLINE:

Brand Repositioning

CLIENT:

State of Escape

INDUSTRY:

Fashion

Born in Sydney, embraced worldwide. State of Escape had achieved an iconic status through the creation of a new classic in the form of a high-end, neoprene tote bag. This novel, versatile creation permeated various markets and categories, forcing a rather descriptive, product-led narrative. That happened at the expense richer narratives that were suppressed in favour of clear product understanding. A repositioning was required to enable its continued growth and maintenance of price-premium.  Beyond a new centre-of-gravity, an entirely new language was created. 

RESULTS:

  • The collaborative nature of the project, heavily contributed to a more cohesive internal culture
  • Cohesion was also achieved throughout, verbally and visually, across multiple markets and new ones the new brand facilitated 
  • The product portfolio recommendations created the conditions for the brand to become a design company, beyond just bags

DISCIPLINE:

Organisational Design

CLIENT:

Nunn Media

INDUSTRY:

Advertising

Australia's largest independent media agency, Nunn Media, had built a reputation as one of the most competent media buyers with excellence in service. The desire was to move upstream and create new equity around its strategic offering. For that to happen, a new set of processes, methodologies and training had to be created changing the way staff and clients work together and rather than transacting on isolated channels, addressing business challenges via media ecosystems.  An all-encompassing, elegant solution was provided. Besides repurposing exisiting resources, the new organisational design is also serving as a barometer guiding the corporate strategy for new partnerships and acquisitions.  

RESULTS:

  • 100% adoption of new ways of working
  • Nunn.OS reenergised the relationship between clients and staff
  • SLT empowered to pitch for new business, resulting on significant wins

*Approximately A$ 30 million combined in new billable clients and extended scope of work for existing  ones 

DISCIPLINE:

Thought-Leadership

CLIENT:

Asian Development Bank

INDUSTRY:

Economic Development

For its 4th  Asia Pacific Futures Network meeting, involving authorities like Singapore's Prime Minister, South Korea's Minister of Transport, Thailand's Chief Innovation Officer and several other delegates from the Asian Development Bank, World Bank, United Nations, Interpol and World Economic Forum, a request for a speaker with intimate knowledge of strategic communications, strategic foresight and the ability to captivate a demanding audience was put forward and we were over the moon when our Principal, Sergio Brodsky got selected for the task.  Sergio delivered an impactful workshop, lauded one of the best session of the entire conference, leading to new invitations within this extremely high-profile network. 

REEL

When our smart cities company needed to tell our story to a wider world, we had to move away from 'technology speak’ and find a way to connect with real people. Too many high-tech companies are wrapped up in the language of AI, machine learning and deep learning to see they are creating barriers with their audiences. 

Working with a professional and committed communicator like Sergio Brodsky allowed us to find our base again - a connection with the people and communities that make up our changing urban environments.

We were able to get back to language that explains how decisions  and strategies make a real difference at the grassroots.

It’s a process that may be helpful to many civic leaders too.

Zenon Pasieczny

Director, SenSen Networks Ltd

2/287 Collins Street

Melbourne, VIC 3000

Australia

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​© 2019 SERGIO BRODSKY