The appointments follow a standout 2025 for the agency, which saw Fuller delivering major brand projects for organisations including the Adelaide Football Club, ElectraNet, Minda and Australian Wine – work that earned global recognition at the Transform Awards.

Fuller Managing Director Will Fuller said the appointments reflected the agency’s continued investment in delivering meaningful, high-impact brand outcomes.

“Our ambition is to build brands and campaigns that create change and inspire unity, through work that combines human led strategy and high craft creativity,” he said.

“We spend a lot of time immersing ourselves in our clients’ businesses to deliver world class work that meets the organisation’s ambitions. We pride ourselves on employing emotionally intelligent, talented people who embrace this approach.

“Amanda and Tom bring the balance of clear strategic thinking with the highest levels of execution and creativity. I’m excited to see what these two can do for our clients,” Will said.

Tom joins Fuller from Studio Landmark, where, as co-owner, he led strategy-driven branding, packaging, and signage projects across wine, education, hospitality, retail, and the arts, with his award-winning work recognised by AGDA, AADC, the Type Directors Club, and Pentawards.

Tom said joining Fuller was an invigorating new opportunity.

“I’m drawn to design that communicates with simplicity and intelligence. Fuller’s focus on strategy absolutely resonates with me – it enables the talented design team to craft work that’s not only beautiful, but meaningful. I’m excited to now be a part of that.”

Joining Fuller’s growing brand team, Amanda Eve brings a fresh, strategic perspective, combining curiosity with insight-led positioning that resonates with organisations and their audiences. With experience spanning graphic design, copywriting and brand strategy, she delivers a well-rounded, integrated approach to building brands.

Amanda said she was drawn to Fuller’s team culture and the deeply considered approach to business and brand communications.

“From my earliest conversations with Fuller, there was a natural and genuine alignment in beliefs and approach, grounded in emotional resonance, meaningful connections and positive impact. I’m so excited to be joining a team doing such thoughtful and impactful work with such incredible clients,” she said.

The post Fuller Builds Brand Offering with Two Senior Appointments appeared first on Fuller.

In recent months, naturally occurring algal blooms impacted coastal areas across South Australia, placing tourism-dependent communities under growing economic pressure and uncertainty. 

Working within the South Australian Tourism Commission’s (SATC) existing Coast is Calling brand platform, Fuller’s design team rapidly developed a cohesive suite of digital, radio, print and out-of-home assets using SATC’s extensive media library. 

A cinematic 60- and 30-second television commercial, shot across the Yorke Peninsula and Fleurieu Peninsula, brought the campaign to life. 

The vision of real locals – including surfers, café owners, families and small business operators – led the storytelling, layered with immersive ocean soundscapes and a heartfelt, optimistic voiceover from Fleurieu Peninsula local, Sticks.

The campaign was designed to respond in real time to changing health conditions and bloom updates, working as effectively for regional coastal towns as for city beaches, while inspiring confidence without downplaying the seriousness of the situation. 

“By placing real South Australians at the heart of the story, we wanted to shift focus from environmental disruption to community resilience,” said Will Fuller, Managing Director of Fuller.

“We wanted the campaign to be a rallying cry – a call to shift focus from disruption to solidarity and remind South Australians their coast still needed them. A call to support the people who make our coast so special, because while the water may have been uncertain, our support didn’t have to be. 

“Coastal communities rely on visitors not only for income, but for morale. This became a call to action for South Australians to keep showing up; reserve the table and book the night away.”

The post The Coast is Calling: SATC launches campaign to support South Australia’s coastal communities, via Fuller appeared first on Fuller.

Launched this week, the ‘Voting: It’s A Good Thing’ campaign will run through to the South Australian state election on March 21, celebrating the sense of connection and pride that comes from being an active member of your community and showing that when it comes to voting, there’s really no reason not to take part.

Built on a rigorous behaviour change strategy, Fuller partnered closely with behaviour change specialist Mat Crompton, founder of Behaviour ID, to develop a robust and carefully considered creative platform.

Fuller Creative Director Niccola Phillips said the campaign is intentionally simple and positive in its intent and execution.

“Looking into the behavioural barriers that stopped people from voting, we realised that a common demotivator was that the outcome of voting can’t be guaranteed. So instead, we focused on how it feels in the moment. 

“When you consider all the good reasons to vote, like getting out and enjoying the day, grabbing a coffee, catching up with neighbours, supporting the school with a bake sale, and feeling like you’re part of the community, there’s really no good reason not to. 

“These ‘micro moments’ add up to something much bigger and more meaningful.”

Determined to place real South Australians at the heart of the campaign, Fuller engaged South Australian artist and photographer Bri Hammond to capture authentic local faces as the focal point of the creative.

“Bri has a brilliant eye for quirky detail and joyful colour pops, and her aesthetic was charmingly captured in motion by Jack Turner.”

Electoral Commission South Australia Manager Communication and Engagement Immacolata Bollella, said the small moments highlighted often overlooked benefits of voting.

“This campaign captures that simple truth in a warm, uplifting way. Fuller has been fantastic to work with throughout this process, putting in a huge amount of work to bring the creative to life and helping us highlight the many positive moments that come with participating in our democracy.”

Creative Agency: Fuller
Managing Director – Will Fuller

Director Creative Strategy – Jordaine Chattaway

Social and Behavioural Strategist – Mat Crompton, Behaviour ID
Creative Director – Niccola Phillips
Senior Copywriter – Michael Burdick
Account Manager – Hayley Bellchambers

Head of Art & Design – Nerissa Douglas
Integrated Designer – Lana Maiale
Designer – Jayde Carnegie

Senior Producer – Rachel Jesse

Production:
Art Director – Bri Hammond
DOP – Jack Turner
1st AC – Ella Burton
Gaffer – Dan Ross
Lightning Assist – Kris Jenkinson
Art Department & Stylist – Maz Mis
Hair & Makeup – Natasha Stone

Production Assistant – Ashley Swallow
Casting – RMT
Photography – Bri Hammond

DigiTech – Morgan Sette

Post-Production
Editor & Colourist – Chris Daniels
Sound Design – Scott Illingworth (Seeing Sounds)

The post ‘Voting. It’s A Good Thing’: New Campaign Launches Ahead of South Australian State Election appeared first on Fuller.

As a writer, I’ve found this new technology equal parts thrilling and terrifying. It’s made research so much easier, sorted my notes into helpful summaries, and challenged my ideas; while also threatening to take my job. 

But what’s feeding Large Language Models (LLMs), like ChatGPT and Claude? And where will human-centred, opinion-led content and creativity come from if we’re all just regurgitating the same information from the same sources by the same models? 

The AI Problem: Why Everything Starts to Sound the Same

Did you know that if you ask ChatGPT to give you a number between 1 and 10 it will always come back with a 7?

It’s a simple demonstration of something we already instinctively know about AI systems: they tend to average information and generate similar responses to similar questions.

So, if all we ever do is take, recreate and regurgitate from the same pool of information our content will become homogenous, our ideas stale, and our brands indistinct. 

The clear opportunity for writers, content creators, thinkers and ultimately brands is to not just use AI as a pool to extract copy from, but rather a platform to feed, mould and influence.

The question is, should we be feeding the beast? And, if so, what is it hungry for?

What Algorithms Want vs What People Need

When I started working at Fuller back in 2014, I interviewed US wine-merchant come entrepreneur, Gary Vaynerchuk, who was a leading voice in content marketing strategy at the time – his motto (and subsequent book) was “jab, jab, jab, right hook” – basically encouraging brands to give their audiences the content they want and need, before trying to sell them something.

Five years later, we’d reached “peak content”, then Facebook changed its algorithm to prioritise paid advertising, and marketers swiftly shifted back to digital (performance marketing) over thought-leadership.

Then came TikTok – with its powerful video-first content offer, and algorithm, that forced other social platforms to copy its approach, siloing users into “group think” perspectives based on who they were, what they liked, and (more damagingly) what made them the most angry, sad or depressed.

The problem with this approach is clear – in our rush to give the algorithms what they wanted, we forgot what people wanted, or more importantly what people actually needed.

Now, the old media model of unbiased, well researched content from credible sources delivered with intelligence, nuance and integrity – aka journalism – is hiding behind paywalls for the few who can afford it. Leaving the rest of the world scrambling for the truth through a cesspit of biased information designed to rile them up.

This raises an interesting question: could AI become a more equal way to access information?

In their pursuit of information, could the robots actually be responsible for providing a more egalitarian approach to knowledge-gathering, that relies on the quality and credibility of the sources it swallows up?

Unfortunately not. I asked Claude – the AI platform owned by Anthropic that proclaimed, in its recent multimillion dollar Superbowl slot, that it would not allow advertising to influence it – and this was its response:

“AI systems don’t provide an egalitarian approach – they largely reflect and amplify existing power structures in information access. Crawlers prioritize sites with better SEO, higher domain authority, and more inbound links, which systematically favors well-funded organisations, established institutions, and English-language content over smaller voices, marginalized communities, and less-resourced publishers.”

Surprisingly honest, Claude.

Feeding the AI Beast: What Brands Should Do Now

So, what does this mean for “smaller voices”, community organisations, or Australian brands and businesses who just want to be seen and heard? 

How can we get ahead of these established (largely American) brands and institutions, get noticed, and influence the new influencers?

One thing is certain – getting noticed in the age of AI means that brands have to go back to basics. Focus on your messaging, embrace PR, and get cracking on creating your own human-centred, useful content – rather than relying on AI to do it for you.

Here are some simple ways you can get started:

Get clear about your brand

Clarify your story and your purpose, find your voice, and celebrate your unique perspective. AI models surface information that is clear, consistent and unique. If your positioning shifts every six months or your website says everything to everyone, you won’t stand out. Consider your unique selling proposition and how best to communicate that with strong messaging that tells your brand’s real, human story.

Give before you ask (and mean it)

The “jab, jab, jab, right hook” principle still holds. But in an AI world, the “jabs” need to be genuinely useful. A return to creating content that “gives” before it “asks” is a solid foundation for SEO and improves domain authority. Instead of content for content’s sake though, think about providing helpful answers to commonly searched queries relating to your industry in the form of articles, FAQs, guides, explainers, and checklists. The more useful your content the better.

Tell real stories, not synthetic ones

If AI averages everything into a “7”, your job is to be a 9 or a 2. The way to do that is through opinion, experience, perspective, and being authentic about who you are. Write about where you come from, your life experiences and lessons, your flaws, your wins and your authentic perspective on the world and your industry – share what you actually think, share what didn’t work, be human.

Earn your authority

AI models are more likely to trawl websites with high domain authority, which comes from having lots of useful and factual content on your website, and from the number of inbound links sending users from credible publications to your website. This means PR is making a come-back. With legacy media providing credible online content that sends users to your website, getting your story published in the paper or industry news will improve any chance of your brand getting ranked among competitors. So long as these publications can outlast AI.

Make your presence known

AI doesn’t just look at your homepage. It sees your digital footprint, so you need to sharpen your presence on multiple platforms. Consider LinkedIn thought leadership pieces from senior leaders, podcast guest spots, conference talks (with published abstracts), industry partnerships, and getting involved in community organisations and events. The more credible signals around your brand, the more likely AI tools will recognise and reference you.

The Future of Content in the Age of AI

Ultimately, if we prioritise telling real stories about our worlds, our communities, our people, our innovations, and the problems we’re trying to solve, we might just add something of value to the bin-fire that is the internet right now – and in doing so, we may give both humans and AI systems what they really want.

The post Influencing The New Influencers appeared first on Fuller.

The agency’s work was celebrated across brand identity, brand evolution, brand experience and internal communications, earning one Gold, three Silver and three Bronze awards.

Fuller’s Australian Wine rebrand received top honours, with judges describing it as “clever, effortless and timeless… the essence of branding because it creates clarity and memorability in a world overflowing with noise.”

The Adelaide Football Club also secured multiple accolades with Fuller, including Silver – Best Visual Identity (Sports & Leisure), Silver – Best Brand Evolution, Silver – Best Internal Communications, and Bronze – Best Brand Experience. Judges called the work “a rebrand that elevates the club and unites its community.”

Fuller also received recognition for ElectraNet (Bronze – Best Visual Identity, Energy & Utilities) and Esencia Wealth (Bronze – Best Corporate Rebrand Following a Merger or Acquisition).

“These awards are a testament to the depth of creativity, strategy and craft across our team,” said Will Fuller, Managing Director. “Every project recognised tonight reflects the power of thoughtful, purpose-led branding.”

The post Fuller wins seven awards at Transform Awards ANZ 2025 appeared first on Fuller.

A community I am now proudly a member of. But that wasn’t aways the case.

I subscribed to Keep it Cleaner in 2018 when the app first launched, then drifted away for a while due to the problematic nature of “clean eating” until more recently, when I became a regular podcast listener. This call-back to their brand wasn’t by accident, and certainly wasn’t driven by a name change – it all came down to their refreshed new messaging.

The Kic rebrand shows that while a change to your name and visual identity may mark a turning point in your brand journey, it’s the refreshed messaging, along with smart, intentional, and audience-lead decisions, that does the heavy lifting when it comes to keeping brands relevant and loved in an ever-changing market.

Recognising the Cultural Shift

When Keep It Cleaner first launched, the wellness industry was still riding the tail-end of the toxic diet culture of the early 2000s. “Clean” eating was more than just rinsing your vegetables – it was code for restriction and unattainable ideals which at the time were seen as the gold standard and the best way to pursue health.

As 2020 approached, the conversation had shifted. The body positivity movement was gaining traction, and people were seeking a more holistic, inclusive definition of health.

In the same year that Taryn Brumfitt was named Australian of the Year for her body positive advocacy, the brand officially rebranded, dropping the problematic Cleaner for the double meaning abbreviation used by their community – Kic.

However the real transformation came through a complete overhaul of brand personality and messaging.

Kicking Diet Culture to the Curb

While a new name and look signalled a major shift for the business, it was through carefully crafted copy, and an integrated campaign, that the rebrand truly took shape.

Their brand personality evolved from their earnest and energetic early days to a confident, inclusive, and purpose-driven brand, reflecting a deeper commitment to authenticity, body positivity, and holistic wellness.

The “KIC THE RULES” campaign, which launched to coincide with the brand evolution, was a pivot point for the organisation. Kic was no longer an app used to simply get fit and skinny, it was a celebration of prioritising yourself through exercise, meditation, wellness and nourishing food.

Brand touch-points were quickly expanded. The app launched meditation plans, recovery and mental health programs, more balanced recipes and a “Couch To 5K” inspired running program, while their Facebook group community began to shift too – prioritising support and encouragement across lifestyle topics over weight loss.

Kic also used a campaign pledge to match up to $10,000 in donations to the Butterfly Foundation, and launched merchandise where 100% of profits went to helping the organisation support those dealing with eating disorders.

The campaign, activations and donations created moments which were carefully placed with national media outlets and were strategically rolled out across their social media channels.

And this messaging has paid off, with sign-ups sky rocketing and fresh, perfectly-aligned brand partnerships including New Balance, Dineamic and, most recently, Sheet Society for their new Kic Rest Club.

This is a bold brand repositioning that has paid off. By rejecting the “before and after” culture, Kic has aligned itself with values their audience deeply care about, and in turn has connected in a way they were never able to before.

Building Founders as Brand Champions

Diet culture isn’t the only thing going out of style – the “girlboss” archetype has also faded over the past few years.

The post-COVID social influencer no longer presents a perfect life and zero flaws. Instead, we demand authenticity and the opportunity to share in not just the highs, but also the very relatable lows of our brand founders and influencers.

This was true for Kic founders Steph Clare Smith and Laura Henshaw, who along with the existing Kic brands, boast a combined social media reach of over 2 million people. As one of their biggest communication tools, a key part of the brand refresh was their repositioning to reflect community expectations and their new brand ethos.

Stepping into the CEO role just before the brand launch, Henshaw’s public image evolved from an enthusiastic and youthful entrepreneur, to a genuine, thoughtful, and purpose-led leader.

Alongside profiles in the Australian Financial Review and the Age, where she has been celebrated for Kic’s commercial success, she has featured heavily on high profile podcasts where she shares her body positivity journey, her advocacy for women and personal vulnerabilities, which has allowed her to connect more to her community than ever before.

As she told Mumbrella, “I’ve had social media now for more than ten years, and any time I have diverted from who I am and my truth, my social audience hasn’t grown, and things haven’t worked as well as they did before. I’m so grateful that my personal brand has grown by connecting with people through vulnerability and being myself.”

For Smith, she shared her journey of becoming a parent, including the challenges of finding time to prioritise yourself when caring for others. The Kic Bump brand now includes programs for pre and post natal, and the podcast offers a no-holds-barred perspective on parenthood.

The Takeaways

Kic’s success offers a few clear lessons:

• A brand is more than a logo – The real repositioning of Kic came through clear brand messaging which acted as the compass for all other activities.
• Read the cultural room – They identified early that diet culture was on the way out and made a bold, public pivot.
• Back up words with action – Their anti-diet stance was reinforced through tangible partnerships and donations.
• Let your audience lead – They adopted the name their community had already chosen for them.
• Evolve with authenticity – As the founders matured, the brand matured too, maintaining a human connection at every stage.

The post From Recipe Book to Wellness Empire: How Kic Nailed the Art of Brand Evolution appeared first on Fuller.

Happily, Australian bookshelves these days are filled with a wonderfully diverse array of books written by First Nations writers. In fact, two out of the last five Miles Franklin winners have been First Nations writers. 

To celebrate NAIDOC week, the following is a very small selection of my favourite books by Aboriginal authors, for those of us who love nothing more than to curl up with a good book and a cup of tea.

Too Much Lip by Melissa Lucashenko

Winner of the Miles Franklin Literary Award 2019

The blurb, from publisher University of Queensland Press:

“Too much lip, her old problem from way back. And the older she got, the harder it seemed to get to swallow her opinions. The avalanche of bullshit in the world would drown her if she let it; the least she could do was raise her voice in anger.”

Wise-cracking Kerry Salter has spent a lifetime avoiding two things – her hometown and prison. But now her Pop is dying and she’s an inch away from the lockup, so she heads south on a stolen Harley.”

Why I love it:

Kerry Salter is an absolutely compelling heroine, and this book is a brilliant combination of laugh-out-loud hilarious and deeply thought provoking. I found it particularly powerful for its insights into Kerry’s connection with country. The author also wrote Mullumbimby which is another fantastic book, and I’m dying to read her latest Edenglassie (see my TBR list below).

The Yield by Tara June Winch

Winner of the 2020 Miles Franklin Award

The blurb, from publisher Penguin Books Australia:

“Knowing that he will soon die, Albert ‘Poppy’ Gondiwindi takes pen to paper. His life has been spent on the banks of the Murrumby River at Prosperous House, on Massacre Plains. Albert is determined to pass on the language of his people and everything that was ever remembered. He finds the words on the wind.

August Gondiwindi has been living on the other side of the world for ten years when she learns of her grandfather’s death. She returns home for his burial, wracked with grief and burdened with all she tried to leave behind. Her homecoming is bittersweet as she confronts the love of her kin and news that Prosperous is to be repossessed by a mining company. Determined to make amends she endeavours to save their land – a quest that leads her to the voice of her grandfather and into the past, the stories of her people, the secrets of the river.”

Why I love it:

Beautifully written, complex and intriguing, this made me think about the power of language and stories.

After Story by Larissa Behrendt

The blurb, from publisher University of Queensland Press:

“When Indigenous lawyer Jasmine decides to take her mother, Della, on a tour of England’s most revered literary sites, Jasmine hopes it will bring them closer together and help them reconcile the past.

Twenty-five years earlier the disappearance of Jasmine’s older sister devastated their tight-knit community. This tragedy returns to haunt Jasmine and Della when another child mysteriously goes missing on Hampstead Heath. As Jasmine immerses herself in the world of her literary idols – including Jane Austen, the Brontë sisters and Virginia Woolf – Della is inspired to rediscover the wisdom of her own culture and storytelling. But sometimes the stories that are not told can become too great to bear.”

Why I love it:

The juxtaposition of English literary history and the story of Jasmine and Della is surprising, effective and deeply enjoyable, especially for an English literature nerd like me. And Della has to be one of the most lovable, frustrating and fascinating characters in fiction. 

Women and Children by Tony Birch

Winner of the 2024 Age Book of the Year for Fiction

The blurb, from publisher University of Queensland Press:

“It’s 1965 and Joe Cluny is living in a working-class suburb with his mum, Marion, and sister, Ruby, spending his days trying to avoid trouble with the nuns at the local Catholic primary school. One evening his Aunty Oona appears on the doorstep, distressed and needing somewhere to stay. As his mum and aunty work out what to do, Joe comes to understand the secrets that the women in his family carry, including on their bodies. Yet their pleas for assistance are met with silence and complicity from all sides. Who will help Joe’s family at their time of need?”

Why I love it:

Tony Birch is a highly respected Aboriginal writer. While this book isn’t ostensibly about an aboriginal family (though it could be), it is a powerful story about violence against women. It’s very readable, despite the confronting subject matter.

Want more?

You might also like to check out the following, which are at the top of my “To Be Read” list:

Edenglassie By Melissa Lucashenko

The White Girl by Tony Birch

Bila Yarrudhanggalangdhuray: River of Dreams by Anita Heiss

The post Celebrate NAIDOC week with a good book appeared first on Fuller.

Since first certifying in 2020, we’ve embedded B Corp values across our agency – from carbon neutral practices to better procurement, workplace wellbeing, and social impact.

Over the past three years, we’ve proudly developed our first Reflect Reconciliation Action Plan, deepened our support for First Nations partnerships, and continued our commitment to working with underserved populations with more than 30% of our clients coming from disability, aged care, environmental, indigenous and regional not-for-profit organisations.

We also achieved our lowest carbon footprint yet in 2023–24, verified through our ongoing Climate Active carbon neutral accreditation – which covers everything from our office footprint to staff commuting and working from home energy consumption.

We’re proud to have reached this milestone, but the work continues. B Corp or not, we will continue to strive to be a responsible business and a supporter of all cultures, lived experiences and perspectives – so that we can leave the world in a slightly better place for future generations.

You can find out more about what it means to be a B Corp in our article here.

The post Fuller recertified as a B Corp: business for good, again appeared first on Fuller.

In November last year, I was fortunate to take a seven-day tour of Seoul as part of my Fuller Fellowship research. Armed with a carefully crafted itinerary designed for maximum visual inspiration, I attended the Seoul Design Festival, Design Korea, and the Unlimited Edition Seoul Art Book Fair. I also had the opportunity to visit the design studios of Everyday Practice, Ordinary People, and Studio Double D, where I interviewed fellow creatives about their design approaches.

Join me on a design-inspired journey around Seoul, where I’ll share five must-visit districts and hot tips for the design-conscious traveller.

The post 7 Days in Seoul with our Senior Art Director Nerissa Douglas appeared first on Fuller.

A brand is a story. A story that has authenticity and repeatability. A story that is not made up. A brand is the result of an evolution of experiences and beliefs and values, shared by its owner and its stakeholders. It doesn’t have to be tested by a market research machine. It’s real.

Tesla tanked because a pact that had been built between its innovative founder Elon Musk and millions of future-thinking drivers all over the world was broken. In his new economically rational DOGE role he revealed his true conservative colours, an about-face on the progressive values his supporters bought. 

Brand USA has also been diminished because Trump has flipped the bird at millions of its trading partners, military allies and neighbours. Its brand story of being the world’s protector of democracy since WWII has been trashed and it will take decades to rebuild the same level of global trust.

The Liberal Party has been a well respected and long standing political brand, providing a competitive point of difference in Australian society since it was founded by Robert Menzies in 1944. To understand how it managed to self-destruct last Saturday, it’s important to look beyond a poor two month campaign. Campaigns put lipstick on the pig. It’s more important to understand the breed of the pig.

In branding terms what is the Liberal Party’s purpose? John Howard has often been cited by the Liberal Party during this election as the keeper of the Liberal brand. His most common promise, that the party is a “broad church” may well be the brand essence. Like him or hate him Howard remained true to the Menzies vision of a party for everyone – big and small business, workers, mums and dads, families. It was an aspirational party that promoted the notion of free enterprise and small government, that provided gentle support rather than regulation, not getting in the way of the Aussie battler’s ambition to get a job, have a family, buy a Holden and own their own home. 

But John Howard is now 85 years old and his long reign as Prime Minister finished in 2007. That was the year the oldest Gen Z’s – who cast their first important and transformative votes on Saturday – were born. To them John Howard is as influential in their political thinking as their great grandparents. To them he seems to come from an era of 4:3 aspect ratio TV, V8 cars and nylon shirts – irrelevant. 

What they may remember, however, is their parents talking about the Liberal Party’s gradual swing away from Howard’s Centre Right perspective to the Far Right over the last ten years. The Liberal Party moved from its position as a “broad church” for the battlers to a neo-conservative, anti-progress party, opposing everything from climate change and electric cars to skilled migration. 

On the other hand Albanese’s recent election campaign of optimism, positivity and inclusivity was summed up in a mantra that Menzies and Howard could have written themselves: “No-one held back, no-one left behind.” That now neatly encapsulates a Labor brand that has evolved towards the centre, embracing free enterprise and “have a go”, while ensuring that we have a strong social democracy with safety nets, affordable childcare and public education. Labor understood the importance of a rock solid brand story and delivered.

So what happened to the Liberal’s story? Admittedly it is hard to remain true to your brand when you are in business with a partner who has different brand values. The conservative agenda driven by the Nationals suits their electorate – they know what their brand story is, which is why they didn’t lose one seat in this bloodbath election. 

The Liberals lost this election because like Musk and Trump, they lost sight of their brand purpose, and didn’t fulfil their promise to customers. After a generation of claiming to be the party of lower taxes, strong financial management, and a term of opposing all social democratic initiatives set by the ALP, Dutton then tried to outspend them. A move straight from the Labors brand book.

It would be like Aldi, Coles and Woolworths trumpeting higher prices. Apple discounting its Macs. Nike quitting shoes. Or Guide Dogs getting out of dogs.

The Libs could have stayed on-brand and avoided such a bloodbath (but probably still not won government) by taking Labor’s spend-a-thon to task and asking a simple question – how will we afford this? 

But instead the electorate finally exercised its confusion about and distrust of its rudderless messaging.

And the rest is now history.

For the benefits of the Australian political system we need an effective Opposition. It’s important for the Liberal Party to not simply see this election disaster as a short term campaign failure that can be put down to poor poll management, poor research, or a poor leader. That’s what it did after Scott Morrison’s defeat in 2022 and look where it got them. 

It now has to go through a rebranding process, and by that I don’t mean a new logo. It needs to ask what are its core values in a rapidly modernising electorate? What is its story? 

If it is to be the most conservative, right wing party in Australia then so be it. At least everyone knows and it will attract more Alex Antics and fewer Simon Birminghams and win over more Pauline Hanson supporters.

But if it does choose to return to its “broad church” brand then it needs to firstly define it, then find out whether that is what Gen Z, X and Y customers want…not just sell them what it’s got. 

The good thing at least, is that it has more than six years to think about it.

The post The brand that blew up appeared first on Fuller.

It’s the same in business. The ever-evolving, always-on media landscape can sometimes throw businesses and marketers, making you second guess what you’re doing, why you’re doing it, and who you’re doing it for – it can create a false sense of urgency, unease and trepidation that can either paralyse you into inaction, or push you to make rash decisions that might not serve you, your brand or your budget.

As an agency that has championed the importance of building brands for the past 30 years, we often need to stop and remind ourselves why starting from this foundation is so important – that’s why it was refreshing to read a recent industry report that confirmed what we already instinctively knew – that brand-first marketing works.

The Multiplier Effect report – launched at an Advertising Council of Australia event last month – was developed by some of the world’s leading advertising minds, and called on marketing managers to embrace the power of brand in their marketing strategies.

According to the report, touted as “A CMO’s guide to brand-building in the performance era” marketers hunting for the best return on investment (ROI) have been putting too many of their precious budget eggs into performance advertising rather than brand building.

Performance marketing, or “pay-per-click” is digital advertising that seeks to achieve measurable actions, like clicks, leads, or conversions, and is costed based on outcomes achieved – while it’s a powerful tactic that allows you to set clear objectives for your advertising, target key audiences, and measure ROI, the report states that too many marketers are doing it in a vacuum.

In fact, the report reveals that over-reliance on performance advertising can lower ROI by 20-50%, while a balanced mix of performance and brand marketing can boost ROI by 25-100%, achieving an average 90% lift.

Combining insights and data from the WARC (World Advertising Research Centre), Analytic Partners, System1, Prophet and Bera.ai, the report makes the case that advertising is most effective when brand and performance marketing are fully integrated.

These findings are not new. An article written by Jim Stengel, Cait Lamberton and Ken Favaro in the Harvard Business Review back in 2023, revealed similar insights about the importance of a “balanced” marketing budget.

“Over the past 20 years, performance marketing has become the dominant approach companies use to connect with consumers,” they write. “It’s easy to see why the approach is so compelling: It enables companies to run highly targeted marketing campaigns that deliver measurable ROI.

“But many executives worry that performance marketing is crowding out brand-building activities – aimed at enhancing customer awareness of, attitudes toward, and affinity for their companies’ brands.

“Pitting brand building and performance marketing against each other in a competition for budget and attention unnecessarily damages the effectiveness of both,” they conclude.

Ultimately, in order to achieve ROI without losing the essence of what your brand stands for, marketers need to find a balance between the two – and that means bringing brand back.

Getting the foundations right

We know that many businesses have spent the last few economically uncertain years seeking a quick fix to meet their sales budgets – leading marketing departments to chase clicks rather than connection.

This has, in many cases, come at the expense of brand building.

Instead of working on the foundations of a brand – reviewing core messaging, refreshing visual identity, developing creative campaigns that focus on storytelling and awareness, and investing in content that builds loyalty – many have been lured into the short term digital sales funnel with very little meat on their bones.

Derived from the insight that 90 per cent of brands that outperformed their competition did so by integrating their brand and performance advertising, The Multiplier Effect report suggests a re-think by recommending marketers allocate 40-60% of their advertising budgets to brand marketing, to drive equity between brand and performance.

The take home advice from WARc’s Asia Pacific Managing Director Edward Pank, reported by Danielle Long in The Australian is that chief marketing officers need to abandon the separated silos of brand and performance teams and integrate the two techniques to achieve both short and long-term impacts.

“Brand, or “equity-led” advertising can drive short-term sales as well as in the future, while performance advertising can reinforce the brand while operating efficiently,” the article states.

“The report urges CMOs to break down silos between brand and performance teams, reclaim core marketing fundamentals (including pricing and customer experience), and leverage these elements as strategic growth drivers.”

As business owners ourselves, we understand that investing back into your business can be challenging in times like these – but the nature of business is to manage uncertainty while taking measured risks.

And while the level of uncertainty we’re facing in the world right now tends to work against normal strategic risk management, the clear messaging from this latest research is that in times like these it’s important not to under-invest in your most important and hardest won asset – your brand.

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Bringing deep experience with global brands, campaigns and markets to the indie agency are Creative Director Niccola Phillips and Account Directors Maeve Hughes and Nadia Rossi.

The new hires quickly follow the appointment of Kate Fuller as Managing Director, Sydney, to deliver east coast growth for the second generation-led agency founded in Adelaide 30 years ago. 

Niccola brings significant creative leadership expertise shaping brands, mentoring talent and championing innovation. She joins from her role as Creative Director at M&C Saatchi where she spent 12 years as Head of Art and CD. She has led campaigns for Australia’s biggest brands, including Commonwealth Bank and Woolworths Group, and worked across global clients including Mastercard, AMEX, Toyota, Audi and Volkswagen.

Maeve returns from five years in New York leading delivery of high-impact campaigns, experiential activations, marketing strategies and brand sponsorships across global markets for L’Oreal Paris at McCann, and for top-tier pharmaceutical brands at FCB Health.

Nadia brings a wealth of experience from across the network agency landscape, including working on global icon IKEA at Host Havas and at CHEP, where she managed key accounts for Samsung.

Fuller Managing Director Will Fuller said the new hires reflected the agency’s commitment to investing in the next stage of its evolution as a creative and strategic force. “We’ve always believed that great brands are built by great people. That’s why I’m incredibly proud to announce the appointment of three exceptional women to senior leadership positions within our agency – each bringing deep expertise, a global perspective, and a passion for creative excellence,” Will said.

“A key appointment in this new wave of leadership is our new Creative Director, Niccola Phillips whose vision, leadership and strategic creativity will help propel our team and creative offering to new heights. As we continue to evolve, this new creative leadership will be instrumental in shaping bold, compelling brand experiences that not only drive growth for our clients but also solidify Fuller’s position as a leading force in the market.

“These hires mark an exciting step forward in our journey. More than ever, we are committed to delivering world-class brand and creative solutions, and we know that investing in top talent is the key to making that happen. I can’t wait to see the impact this team will make – for our clients, our people, and the future of Fuller.”

“What first attracted me to Fuller as an agency was their obvious passion for creating strategically strong and beautifully realised communications for their diverse stable of clients. The team at Fuller listen well, think and care deeply, and they push hard to produce great work. We share a strong vision and values. I’m looking forward to creating some outstanding work together,” said Niccola.

The new appointments are effective immediately as Fuller writes its next chapter with an expanded market presence nationally.

The strengthening of Fuller’s team follows a successful 2024 that saw the agency work on major national projects including a new global brand for Wine Australia, a national campaign for South Australian Tourism Commission, rebrands for AFL team the Adelaide Crows, Adelaide University and the country’s largest commercial cleaning company, BIC Consolidated. Fuller also worked with national and international tourism operators, including The Ghan (Journey Beyond), Tropica Island Resort Fiji and Kangaroo Island.

The post Media Release: Fuller invests in top talent with three senior appointments to fuel growth appeared first on Fuller.