I started my career as a mathematician (BSc Pure & Statistical Mathematics UQ), working in market research for George Kelly. As well as sampling and data analysis (well before the focus now on data), I became heavily involved in qualitative research. Clients included Johnson & Johnson, Cottee, Toohey’s, Nestlé, Goodman Fielder, Swift and Moore.
I moved to advertising (Masius) in 1983, working in research and strategy (prior to the days of Planners). Over the next 7 years I worked in strategy and management with McCann Erickson, Clemenger and Saatchi & Saatchi.
I took over the sole role of creative director in 1995 after Grahame retired, whilst maintaining my role as CEO.
After selling in 2004, I took 4 years out of the business running dive boats, prawn trawlers and “singing for my super” playing gigs in and around Cairns. In mid-2008 I was engaged by Nielsen for a 6-month consulting role (focused on mentoring the younger researchers – the implications of the research results, as opposed to simply presenting the results).
I rejoined the industry in time to experience the “digital madness”. There was a belief that “everything was different”. Creativity lost its primacy to media, data and technology and the full impact of separating media and creative was being felt.
Yes, the media environment has changed dramatically and fragmented, but to steal from Bill Clinton “It’s the message stupid”. Advertising is still a combination of science and art. AI is without doubt helping with the science, but the art is still created by “real intelligence”. As a mathematician, I learned very early on creativity cannot be formularised.
Since 2018, I have run a specialist communications strategy and creative advisory firm, Strohfeldt Consulting. We work with clients on an ongoing basis, as well as projects developing communications strategies and creative executions.
For 6 years I wrote a regular column for B&T, the articles forming the basis of my blog: www.realitycheckonline.com.au which is still going.
I have been a guest lecturer at the MBA courses of both the Australian Graduate School of Management (AGSM) and Macquarie Graduate School of Management (MGSM), and a guest speaker at a wide range of events from Triple J training for producers to Max Markson’s courses and spent 2 years on the advisory board of the Ted Noffs Foundation.
My areas of specialty have been research, strategy & creative in advertising and marketing. Though looking back over the past 40 years, I have equal satisfaction (and been successful) at leadership. Products and services differ, but running a successful business requires a skill set unique to leadership, which compliments the services we offer.
Our group of highly experience consultants offers a broad range of services:
Whether you need a “gun for hire” for new business pitches or complex projects, or ongoing campaigns, a team can be tailored to your requirements.
Built a large pool of talented and experienced people, such as:
Bob is an industry legend who as the Director of Marketing for Toyota for over 20 years drove some of the most creative advertising and innovative marketing initiatives ever seen in this country. We are fortunate to have Bob as a consultant to our group and he brings a wealth of experience and insights, not only in the automotive area, but across the board
A Sydney CBD-based creative with 20+ years’ experience in branding, graphic design, environmental/exhibition graphics, and image making. Concept > Design > Finished Art across print and digital mediums. Latte with no sugar in the morning. A nice red in the evening. Cheers.
Chris with over 30 years’ experience as writer and Creative Director was the brains behind some of Australia’s best known and effective campaigns.
He works across all mediums, from TV to Twitter. He has been the recipient of more than 90 Australian and international awards. These include the Grand Prix for effectiveness (the Effies). He won the first Australian Comedy Award for advertising and his “Losing Lena” documentary is included in the permanent collection at the National Film and Sound Archives in Canberra.
Matt is the principal of Drafthouse Design Studio and with Rob Strohfeldt and Stephen Prime, developed the concept of SCG. Matt is in charge of all print (soft and hard copy) art direction, design, and production. With over 20 years’ experience, Matt has worked on a wide variety of clients and industries. Covering everything from website design to logos, Matt, and the team at Drafthouse are vital to the group being able to successfully handle the time demands of retail, without any compromise on quality. A rare talent, Matt also brings a sharp strategic view to the creative team.
Stephen is marketing & research specialist. He has conducted a wide range of both academic and commercial research projects and has a particular interest in interpreting research and making it both understandable and actionable. He has trained and educated business executives, undergraduate and graduate students at universities around the world (ESSEC, IAE-Toulouse-France, AGSM, Curtin U, Bond U, Sydney U-Australia, U of Florida-USA, Simon Fraser-Canada). He has qualifications in psychology (B.Sc. (Hons) from UWA), business (MBA from U. Toronto), consumer psychology (PhD from U. Florida) and philosophy (MA in progress at Bond University).
A Serious Offer.
Not some gimmick or trick. Every situation is different in some way, be it simple or major. In principle, clients pay us to do a job. If we fail to meet the expectations and/or the goals we have agreed to achieve, we will pay back the fees.
This is not difficult to define if both parties agree on reasonable expectations.