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The New Influencers","influencing-the-new-influencers","\u002Farticles\u002Fopinion\u002Finfluencing-the-new-influencers","Since ChatGPT became a household name (even my four year old loves to chat with “Chat”) we’ve all been marvelling at how we can extract answers from this never-ending pool of information, and apply it to our lives. As a writer, I’ve found this new technology equal parts thrilling",[258],{"_key":259,"_type":260,"content":261},"7f85a50d13a4","richText",[262,270,278,286,295,303,311,319,327,335,343,351,359,367,375,383,391,399,407,415,423,431,439,447,455,463,471,479,487,495,503,511,519,527,535,543,551],{"_key":263,"_type":14,"children":264,"markDefs":269,"style":22},"0b1ba1b9ee70",[265],{"_key":266,"_type":18,"marks":267,"text":268},"5b6fb4a2381b",[],"Since ChatGPT became a household name (even my four year old loves to chat with “Chat”) we’ve all been marvelling at how we can extract answers from this never-ending pool of information, and apply it to our lives.",[],{"_key":271,"_type":14,"children":272,"markDefs":277,"style":22},"675cafff7c17",[273],{"_key":274,"_type":18,"marks":275,"text":276},"b6e8c8bc48ee",[],"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.",[],{"_key":279,"_type":14,"children":280,"markDefs":285,"style":22},"df03aaad2d0d",[281],{"_key":282,"_type":18,"marks":283,"text":284},"ff45e488d716",[],"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?",[],{"_key":287,"_type":14,"children":288,"markDefs":293,"style":294},"67d18e9c0c24",[289],{"_key":290,"_type":18,"marks":291,"text":292},"638fdbe3ce24",[],"The AI Problem: Why Everything Starts to Sound the Same",[],"h3",{"_key":296,"_type":14,"children":297,"markDefs":302,"style":22},"7ba7ab4469eb",[298],{"_key":299,"_type":18,"marks":300,"text":301},"47886fa1bb23",[],"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?",[],{"_key":304,"_type":14,"children":305,"markDefs":310,"style":22},"a028d025485d",[306],{"_key":307,"_type":18,"marks":308,"text":309},"419ccd815400",[],"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.",[],{"_key":312,"_type":14,"children":313,"markDefs":318,"style":22},"6e0495f58e17",[314],{"_key":315,"_type":18,"marks":316,"text":317},"ab911d352573",[],"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.",[],{"_key":320,"_type":14,"children":321,"markDefs":326,"style":22},"77768eef4851",[322],{"_key":323,"_type":18,"marks":324,"text":325},"82474fad15bf",[],"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.",[],{"_key":328,"_type":14,"children":329,"markDefs":334,"style":22},"8e79e65e6b93",[330],{"_key":331,"_type":18,"marks":332,"text":333},"d44c9787c79d",[],"The question is, should we be feeding the beast? And, if so, what is it hungry for?",[],{"_key":336,"_type":14,"children":337,"markDefs":342,"style":294},"247e020bcf41",[338],{"_key":339,"_type":18,"marks":340,"text":341},"71a3f2974cd3",[],"What Algorithms Want vs What People Need",[],{"_key":344,"_type":14,"children":345,"markDefs":350,"style":22},"5cc643b788bd",[346],{"_key":347,"_type":18,"marks":348,"text":349},"2c8047eb1063",[],"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.",[],{"_key":352,"_type":14,"children":353,"markDefs":358,"style":22},"1778c340d353",[354],{"_key":355,"_type":18,"marks":356,"text":357},"200352bce536",[],"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.",[],{"_key":360,"_type":14,"children":361,"markDefs":366,"style":22},"cd654df16019",[362],{"_key":363,"_type":18,"marks":364,"text":365},"a14b17634f2b",[],"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.",[],{"_key":368,"_type":14,"children":369,"markDefs":374,"style":22},"8243b93d2708",[370],{"_key":371,"_type":18,"marks":372,"text":373},"4ae7e449ea74",[],"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.",[],{"_key":376,"_type":14,"children":377,"markDefs":382,"style":22},"b6518023c6dc",[378],{"_key":379,"_type":18,"marks":380,"text":381},"71b635d3e8bd",[],"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.",[],{"_key":384,"_type":14,"children":385,"markDefs":390,"style":22},"3ceb87210d8d",[386],{"_key":387,"_type":18,"marks":388,"text":389},"05a565f1ee46",[],"This raises an interesting question: could AI become a more equal way to access information?",[],{"_key":392,"_type":14,"children":393,"markDefs":398,"style":22},"09013e20f347",[394],{"_key":395,"_type":18,"marks":396,"text":397},"d252034e89f3",[],"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?",[],{"_key":400,"_type":14,"children":401,"markDefs":406,"style":22},"9d9c8153f488",[402],{"_key":403,"_type":18,"marks":404,"text":405},"ed68c62dc401",[],"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:",[],{"_key":408,"_type":14,"children":409,"markDefs":414,"style":22},"c6764e780a7e",[410],{"_key":411,"_type":18,"marks":412,"text":413},"b4603c3cdc01",[],"“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.”",[],{"_key":416,"_type":14,"children":417,"markDefs":422,"style":22},"669db63a210d",[418],{"_key":419,"_type":18,"marks":420,"text":421},"fa1ce8612ae5",[],"Surprisingly honest, Claude.",[],{"_key":424,"_type":14,"children":425,"markDefs":430,"style":294},"7cebe390ce0f",[426],{"_key":427,"_type":18,"marks":428,"text":429},"0a1e7c03927b",[],"Feeding the AI Beast: What Brands Should Do Now",[],{"_key":432,"_type":14,"children":433,"markDefs":438,"style":22},"39c71fd19654",[434],{"_key":435,"_type":18,"marks":436,"text":437},"7f347af0de57",[],"So, what does this mean for “smaller voices”, community organisations, or Australian brands and businesses who just want to be seen and heard?",[],{"_key":440,"_type":14,"children":441,"markDefs":446,"style":22},"484d71710c17",[442],{"_key":443,"_type":18,"marks":444,"text":445},"36b6ab46b3f6",[],"How can we get ahead of these established (largely American) brands and institutions, get noticed, and influence the new influencers?",[],{"_key":448,"_type":14,"children":449,"markDefs":454,"style":22},"8b6558f57096",[450],{"_key":451,"_type":18,"marks":452,"text":453},"6265983bfc21",[],"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.",[],{"_key":456,"_type":14,"children":457,"markDefs":462,"style":294},"de62f0ab3946",[458],{"_key":459,"_type":18,"marks":460,"text":461},"de85a2891ede",[],"Here are some simple ways you can get started:",[],{"_key":464,"_type":14,"children":465,"markDefs":470,"style":22},"5669c15f2534",[466],{"_key":467,"_type":18,"marks":468,"text":469},"93053a3e2830",[],"Get clear about your brand",[],{"_key":472,"_type":14,"children":473,"markDefs":478,"style":22},"20016705c9c0",[474],{"_key":475,"_type":18,"marks":476,"text":477},"c74c4216e803",[],"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.",[],{"_key":480,"_type":14,"children":481,"markDefs":486,"style":22},"f81fdffde48a",[482],{"_key":483,"_type":18,"marks":484,"text":485},"e802ddc15496",[],"Give before you ask (and mean it)",[],{"_key":488,"_type":14,"children":489,"markDefs":494,"style":22},"43f99486cf15",[490],{"_key":491,"_type":18,"marks":492,"text":493},"695cf59799e3",[],"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.",[],{"_key":496,"_type":14,"children":497,"markDefs":502,"style":22},"b3adad7d3117",[498],{"_key":499,"_type":18,"marks":500,"text":501},"3cb321a185f2",[],"Tell real stories, not synthetic ones",[],{"_key":504,"_type":14,"children":505,"markDefs":510,"style":22},"0d3cdf90c407",[506],{"_key":507,"_type":18,"marks":508,"text":509},"161c91750ebb",[],"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.",[],{"_key":512,"_type":14,"children":513,"markDefs":518,"style":22},"605076c14ff8",[514],{"_key":515,"_type":18,"marks":516,"text":517},"e1b38ce3f5a1",[],"Earn your authority",[],{"_key":520,"_type":14,"children":521,"markDefs":526,"style":22},"4474c82d2acf",[522],{"_key":523,"_type":18,"marks":524,"text":525},"f5b7ada4be42",[],"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.",[],{"_key":528,"_type":14,"children":529,"markDefs":534,"style":22},"5a073b5effe5",[530],{"_key":531,"_type":18,"marks":532,"text":533},"b6d855cae679",[],"Make your presence known",[],{"_key":536,"_type":14,"children":537,"markDefs":542,"style":22},"2a46772d41cc",[538],{"_key":539,"_type":18,"marks":540,"text":541},"32903ceeb8e0",[],"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.",[],{"_key":544,"_type":14,"children":545,"markDefs":550,"style":294},"55bbceb2f202",[546],{"_key":547,"_type":18,"marks":548,"text":549},"cc30a83d3af4",[],"The Future of Content in the Age of AI",[],{"_key":552,"_type":14,"children":553,"markDefs":558,"style":22},"9e48faa6b31e",[554],{"_key":555,"_type":18,"marks":556,"text":557},"4b7b494496bf",[],"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.",[],"2026-03-20T04:04:55+00:00",[],[],{"url":563,"alt":564,"width":565,"height":566,"lqip":567,"blurHash":568,"assetRef":569},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002Fa04c3de81d5f5d1bc02fefd09b7c9def3bdf960f-3894x3923.jpg?auto=format","supporting infographic",3894,3923,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAUABQDASIAAhEBAxEB\u002F8QAGAABAQEBAQAAAAAAAAAAAAAAAAYHAwX\u002FxAAfEAABBAICAwAAAAAAAAAAAAABAAIDEQQFEhMhMUH\u002FxAAYAQEAAwEAAAAAAAAAAAAAAAAGAwQFB\u002F\u002FEAB4RAAEEAgMBAAAAAAAAAAAAAAEAAgQRBiESEyMx\u002F9oADAMBAAIRAxEAPwDa813CMkVagdlvciHZ9BDTGfoCsc+YdJs0s724dJnlwILbUMy2CwkmPObIdxefioY8psjA4+yi8iGUNjAtFQ7EkMfelQ7Z7iyiTSjMyRzGO41d0iLalDyJQzFTculzjlcWDyiIja6QQLX\u002F2Q==","enQG?|C,pIr?Sg-VwJWrS2bFX9jEnhkCW;xaf6S2bHjZspWVS1oLn+","image-a04c3de81d5f5d1bc02fefd09b7c9def3bdf960f-3894x3923-jpg",{"metaTitle":571,"metaDescription":572,"ogImage":573,"canonicalUrl":574,"canonicalOverride":35,"noindex":35,"nofollow":35},"Influencing The New Influencers - Fuller","As AI tools reshape marketing, brands must rethink content strategy. Learn why human stories, credibility and expertise still matter.",{"url":563,"alt":564,"width":565,"height":566,"lqip":567,"blurHash":568,"assetRef":569},"https:\u002F\u002Ffuller.example.com\u002Farticles\u002Finfluencing-the-new-influencers",{"title":576,"slug":577},"Opinion","opinion","hydrangeaBlue","20 March 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creates ‘Showmo’ for the Royal Adelaide Show","Fuller has put a name to the feeling of missing one of South Australia’s most loved annual traditions, launching ‘Showmo’.","\u002Farticles\u002Fnews\u002Ffuller-creates-showmo-for-the-royal-adelaide-show","August 2026",{"title":776,"slug":777},"News","news",{"url":779,"alt":780,"width":781,"height":782,"lqip":783,"blurHash":784,"assetRef":785},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F1da5a687db3bcd7d2def5d077daa292a62fd6d1b-2000x2825.jpg?auto=format","Showmo branding on a tram stop 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embracing community for purposeful creative","For marketing types and creatives the term “co-design” can spark fear into our fragile hearts. Conjuring memories of campaign ideas left on the focus-group floor, and rounds of concept changes that lead to an outcome that resembles very little of your original vision.","\u002Farticles\u002Finsights\u002Fco-design-embracing-community-purposeful-creative","June 2026",{"title":792,"slug":793},"Insights","insights",{"url":795,"alt":564,"width":796,"height":797,"lqip":798,"blurHash":799,"assetRef":800},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F15f1f2ca0f483e4bddae99466642e96d907938b1-1080x1920.jpg?auto=format",1080,1920,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAkABQDASIAAhEBAxEB\u002F8QAGAABAAMBAAAAAAAAAAAAAAAAAAQGBwX\u002FxAAkEAABAwQBAwUAAAAAAAAAAAABAAIDBAURIRITMUEUIzJRgf\u002FEABgBAAMBAQAAAAAAAAAAAAAAAAIEBQYA\u002F8QAHBEAAgIDAQEAAAAAAAAAAAAAAAECIQMEEhEx\u002F9oADAMBAAIRAxEAPwCIbjSRRdV3Ij6AyV0LZcKS4xu9NIHOb8mnRH4qvBI06yEpIZIL9TzQayCJMeWrZyRlY4ek\u002FC1SxjmUUeSqHM5RGoMHhmSUV5e+oPJ2B4WjWmaIW1spwZXDusxoLJNLOHOy2POdq6NkFNStjaewTz1k7LclFR5iidNWDqHaKvTVfuHaJta1HLUonE4zhQap7sHaIjx\u002FQsCs5MrjzO0RE+iolR\u002F\u002F2Q==","cK7.^rMuR+q9ajohcGo$n$ozacV=t8kDWC","image-15f1f2ca0f483e4bddae99466642e96d907938b1-1080x1920-jpg",{"title":802,"excerpt":803,"path":804,"publishedLabel":805,"category":806,"heroColour":578,"image":807},"Fuller Builds Brand Offering with Two Senior Appointments","Fuller has strengthened its brand offering with the appointment of Senior Designer Tom Crosby and Brand Strategist Amanda Eve , further enhancing its ability to deliver strategic, crafted brand work for clients across Australia. The appointments follow a standout 2025 for the age","\u002Farticles\u002Fnews\u002Ffuller-builds-brand-offering-with-two-senior-appointments","May 2026",{"title":776,"slug":777},{"url":808,"alt":809,"width":810,"height":811,"lqip":812,"blurHash":813,"assetRef":814,"source":815},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002Fdbf086490b982fe5d0b79745f1f5b6601cacb037-1200x848.jpg?auto=format","Amanda and Tom in front of the Fuller front door",1200,848,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAOABQDASIAAhEBAxEB\u002F8QAFwAAAwEAAAAAAAAAAAAAAAAAAAQGBf\u002FEACcQAAEDBAADCQAAAAAAAAAAAAECAwQABQYRISIxEyNCQ1FhYoHR\u002F8QAFAEBAAAAAAAAAAAAAAAAAAAAA\u002F\u002FEABoRAAIDAQEAAAAAAAAAAAAAAAECABExAxP\u002F2gAMAwEAAhEDEQA\u002FAIy229L+MtRVBlxbquRtA5uA3zUjjFoQbhFStptuQ2sOqO\u002FD01W\u002FdG3bTiUKY2Wg6lZLKkJ0Qfl61OYVfxMyqKh2OO1dIbJB4dd7o25g8lZNOxA59WVsEWy1hKb7IG2Do+WOH370VQZ2wmPkb6JDbRWQFd2nQ1+0UBajVRwtif\u002FZ","V5Dlf.EU~V;G004Ts*9aJEXp4mr.^*XpSko#OGMxiuxW","image-dbf086490b982fe5d0b79745f1f5b6601cacb037-1200x848-jpg",{"_type":816,"asset":817,"hotspot":819,"crop":825},"image",{"_type":818,"_ref":814},"reference",{"_type":820,"height":821,"width":822,"x":823,"y":824},"sanity.imageHotspot",0.6457555445589097,0.6547178325425055,0.461262401673636,0.32287777227945486,{"_type":826,"bottom":827,"left":827,"right":827,"top":827},"sanity.imageCrop",0,{"title":829,"excerpt":830,"path":831,"publishedLabel":832,"category":833,"heroColour":578,"image":834},"Brand Architecture 101: Branded House vs House of Brands!","What is Brand Architecture? Brand architecture is how you organise, manage and bring your brands to market. It reflects your overall business strategy and shapes how your brands are presented to customers and how they relate to each other within your portfolio. These models are c","\u002Farticles\u002Finsights\u002Fbranded-house-or-house-of-brands","April 2026",{"title":792,"slug":793},{"url":835,"alt":836,"width":837,"height":838,"lqip":839,"blurHash":840,"assetRef":841},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F820688470773d31a0d4e41e88512e0a46f1fbd52-4500x3000.jpg?auto=format","infographic",4500,3000,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAANABQDASIAAhEBAxEB\u002F8QAFwABAQEBAAAAAAAAAAAAAAAABQAGB\u002F\u002FEACAQAAICAgICAwAAAAAAAAAAAAECAwQAEQUxEiEGQVH\u002FxAAWAQEBAQAAAAAAAAAAAAAAAAAEBgf\u002FxAAcEQACAgIDAAAAAAAAAAAAAAABAgADETEEElH\u002F2gAMAwEAAhEDEQA\u002FAMDBFHDfdplMkSn0B9438YvvxnKV7cQ0pfxcHrxP7h95HnsSkSlAR0BhPEzSrZeMSbVnCnY3vC8mlLw\u002FbyVqqtChSN7ncLL7mY6C796B2MsMrErXjUdBQMsz8pg4iAJ\u002F\u002F9k=","VGJFMl0F~QEnN4-$9wFat2RAS]R+r^xUVts:R.bIxZjY","image-820688470773d31a0d4e41e88512e0a46f1fbd52-4500x3000-jpg",{"title":843,"excerpt":844,"path":845,"publishedLabel":846,"category":847,"heroColour":578,"image":849},"The Coast is Calling: SATC launches campaign to support South Australia’s coastal communities, via Fuller","South Australians are being called back to their coast in a new campaign by Fuller, encouraging locals to dine, stay and explore while supporting the people and communities who make these destinations extraordinary. In recent months, naturally occurring algal blooms impacted coas","\u002Farticles\u002Ffor-good\u002Fthe-coast-is-calling","March 2026",{"title":175,"slug":848},"for-good",{"url":850,"alt":851,"width":781,"height":852,"lqip":853,"blurHash":854,"assetRef":855},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F505451125f943ec0164bae5d54321987f0dcb22d-2000x2545.jpg?auto=format","People dining at a restaurant by the beach",2545,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAZABQDASIAAhEBAxEB\u002F8QAGgAAAgIDAAAAAAAAAAAAAAAAAAYFBwIDBP\u002FEACsQAAIBAwIEAwkAAAAAAAAAAAECAwAEBQYRBxIhQRMzcRQVFiQyUWFysf\u002FEABYBAQEBAAAAAAAAAAAAAAAAAAMBBP\u002FEABwRAAIBBQEAAAAAAAAAAAAAAAABAgMREhMhQf\u002FaAAwDAQACEQMRAD8AmNG6xymX0ri8vmLAzMkpVjFsCRt0O1YXPFPEfFEEQkEOPjUi58ROobsKSs1g9UfJDEB7WAQrzws3Kqt6VDwcOYre6MmXyZWR92bmXZCx7A1jjUXW2ap0u2SGi\u002F4qw4zIXUWMtEurV5WkWQ9N96KSn05BHI6iYuAejAbb0VdjJrh6X7c5\u002FH3E\u002FuvF3UDWSR8z3DOCzH7UgcU8jiYcWscF57dcKwCpCN+X8mq60751x6t\u002FK5sR513+4oVHKWTEmsI2uSsORMsYdI2APZuhFFapPrNFKCf\u002F2Q==","dSHxTg^*M}W?x^Ion#ae.8WoRjR+~pt8R,t7NIIVsSxZ","image-505451125f943ec0164bae5d54321987f0dcb22d-2000x2545-jpg",{"title":857,"excerpt":858,"path":859,"publishedLabel":846,"category":860,"heroColour":578,"image":861},"‘Voting. It’s A Good Thing’: New Campaign Launches Ahead of South Australian State Election","South Australians are being reminded of the good in voting ahead of the State Election, thanks to a new campaign developed by 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 ","\u002Farticles\u002Fnews\u002Fvoting-its-a-good-thing",{"title":776,"slug":777},{"url":862,"alt":863,"width":797,"height":110,"lqip":864,"blurHash":865,"assetRef":866,"source":867},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F2c481364d43f58faf684a122b09b3bac65ab6ab5-1920x1280.jpg?rect=479,0,886,1280&auto=format","Voting it's a good thing campaign on a light post","data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAANABQDASIAAhEBAxEB\u002F8QAGAAAAwEBAAAAAAAAAAAAAAAAAAQHAgb\u002FxAAjEAABAwQCAQUAAAAAAAAAAAABAgMEAAUGERIUITFBUWGB\u002F8QAFgEBAQEAAAAAAAAAAAAAAAAAAwQF\u002F8QAHxEAAQMDBQAAAAAAAAAAAAAAAQACAwQRFAUTIUFR\u002F9oADAMBAAIRAxEAPwBrHs9kZCp2O4wG5aWjwfT6A\u002FJFNtXK92Gepi5svzobqeaXWkjwfc1m0YLFtrbfTlvNuPDkV8RsfVddCsjyJKX5tykS9DiELASAPyjjqJLgh3A6V+oQ0r5DtMsCplOzhvtLHQljR15oqszcXt7j5WW07IB8pBop8+X1ZuFEv\u002F\u002FZ","VbJkD#z:eAo2ROF~%1kDoeemysSy%KxZnhkrW=Vss:oz","image-2c481364d43f58faf684a122b09b3bac65ab6ab5-1920x1280-jpg",{"_type":816,"asset":868,"hotspot":869,"crop":874},{"_type":818,"_ref":866},{"_type":820,"height":870,"width":871,"x":872,"y":873},1,0.4618881218216426,0.4802267109861076,0.5,{"_type":826,"bottom":827,"left":875,"right":876,"top":827},0.24928265007528622,0.2888292281030711,{"title":878,"excerpt":879,"path":880,"publishedLabel":881,"category":882,"heroColour":578,"image":883},"A health test for your brand","We think nothing of booking our cars in for a grease and oil change by our mechanic. We arrange to have our tax checked by our accountant. We have an annual blood test so our sugar levels and cholesterol can be checked by our doctor.` But why is it we don’t ask a specialist to ch","\u002Farticles\u002Finsights\u002Fbrand-health","February 2026",{"title":792,"slug":793},{"url":884,"alt":885,"width":797,"height":886,"lqip":887,"blurHash":888,"assetRef":889,"source":890},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F24bcc5e6c32eecb512e9815971dad77fa5b28aa2-1920x1025.png?rect=0,35,1920,963&auto=format","eye test board",1025,"data:image\u002Fpng;base64,iVBORw0KGgoAAAANSUhEUgAAABQAAAALCAYAAAB\u002FCa1DAAAACXBIWXMAAAsTAAALEwEAmpwYAAACGUlEQVQokX2SS3ObMBSF\u002Ff\u002FXXbXTdjptOnHr2AHXj4AxD\u002FMWksCAwfkzX0fESbrq4iykGX0659w7i6KIJEnIspyyKBFCTKqq6iZzLilFTlEmZPmJOPYJAxff23NwNuy3Fn\u002FsBx6X98zSNKUoiumxUpq6ric1TTOprjVKCaQskaqgkjlFEZOmAaeTR+g7eO6Gp63Fxl4wMzAp5QQ5ty1t19F1HX3fc+l7Gq2Io4D0FKBVSdMIlMoRVUKen0hinyhwOLobnK3FTJQCrTTn85nOQC6XScMwMA4DWgrc3QbvaYeqctpW0ZwrlDapUoo8IjFOj3s8Z83MRNU3d\u002F0NNAwj1+uV6zhSywrf2eO7T0iR03U1XadvTguESMhM\u002FNDBP2xegCZu23bvzsYrz8\u002FPXK8jtaoIvQPBwUWUGV1f018azq2pqUS+uTwQejtmZqJaa1rjsL9wmYDvDnUlCZwjvnNAFOkb0ESfgDKlfAUed2Yo5lLRNOfbMEyHL9BhuNAoRRomJEFEVWa0nabrTecV2vQoEoosJA5dgsP2\u002F8BxHOjbhkZJdCVodDU5fAXWukSK9B\u002FghlkQBMRxTJ6bgl8W2qyR0nqqQilzFsjKfGxWLKcSKWVxIktD4sgjOO5xn2x26wdmd3d3zOdzFosFy+WK1eoRy7KwbZv1eo29tm+ysNcrLGvB4+oXy8U9i98\u002Fmd9\u002F5+ePL3z7+pHPnz7wF\u002FV33gVM2XD3AAAAAElFTkSuQmCC","MCNm+t?wD%xuDjt7t7j[a{j[IUj[RPayxu","image-24bcc5e6c32eecb512e9815971dad77fa5b28aa2-1920x1025-png",{"_type":816,"asset":891,"hotspot":892,"crop":897},{"_type":818,"_ref":889},{"_type":820,"height":893,"width":894,"x":895,"y":896},0.4446120176053391,0.30639492373938965,0.4990158924896874,0.3713954934372636,{"_type":826,"bottom":898,"left":827,"right":827,"top":899},0.026779803911169256,0.033967766220303855,{"title":901,"excerpt":902,"path":903,"publishedLabel":904,"category":905,"heroColour":578,"image":906},"Fuller wins seven awards at Transform Awards ANZ 2025","Fuller has been recognised among the best in brand and design across Australia and New Zealand, taking home seven awards at the Transform Awards ANZ 2025 in Sydney – including a coveted Gold for its visual identity work with Australian Wine . The agency’s work was celebrated acro","\u002Farticles\u002Fnews\u002Ffuller-wins-at-transform-awards","November 2025",{"title":776,"slug":777},{"url":907,"alt":908,"width":909,"height":910,"lqip":911,"blurHash":912,"assetRef":913},"https:\u002F\u002Fcdn.sanity.io\u002Fimages\u002Fbjim4pg9\u002Fproduction\u002F88a5d2179c6a0e88d412a556b95e544f829e0ba2-4032x3024.jpg?auto=format","Fuller team photo holding awards fron Transform",4032,3024,"data:image\u002Fjpeg;base64,\u002F9j\u002F2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj\u002F2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj\u002FwAARCAAPABQDASIAAhEBAxEB\u002F8QAFwAAAwEAAAAAAAAAAAAAAAAAAAQFB\u002F\u002FEACYQAAEDAgUEAwEAAAAAAAAAAAECAwQABgUREiEiQVFhcQcTFEL\u002FxAAVAQEBAAAAAAAAAAAAAAAAAAAEBf\u002FEAB4RAAIBBAMBAAAAAAAAAAAAAAECAAMRITEEE0Fx\u002F9oADAMBAAIRAxEAPwBEQ4pxEQmENJfSngdWw7hPcVNxdmLEkIa\u002FCFkJ1pS3\u002FG+5FS7Uu+Gu74s+cyWwlpSSANQB6ZClbkuqFKkhTIeIJIXlxOXip3TZVx9lFKoYsCfMTQYGEQW4yfoa0oVy4J1A59fdFZ\u002FF+QUMspbWiQ0U7ZMqAB8+6KC3Ge+ogVxbc\u002F\u002FZ","VFHn1tX.r.H?^J}-i_%2b_W=0Lw]NLXmI@$*kVRjnOs.","image-88a5d2179c6a0e88d412a556b95e544f829e0ba2-4032x3024-jpg",{"data":915,"sourceMap":916},{},{}]