In this feature article from Marketing magazine, April 2008, reputation management adviser Gerry McCusker talks to ABT CEO Antony Gowthorp about why internal branding campaigns work.

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Get the Flash Player to see this player. An interview with Marketing Manager, Howard Downer, reveals that not everyone understands or appreciates the importance of internal communications.

Australasian brand experience specialist ABT has announced the appointment of Su Reardon as Client Partnership Director.

Su’s new Melbourne-based role will support ABT’s business development and client support capabilities across Australia.

Su joins ABT from Merrill Lynch mortgage products subsidiary First Permanent, where she was General Manager. Su brings a wealth of management consulting and strategic sales expertise to her new role at ABT.

Her principal areas of responsibility will be strengthening and growing relationships with both new and existing clients and Su will also work closely with the account directors on account planning and development.

ABT CEO Antony Gowthorp welcomed Su’s appointment saying:

“Su strengthens our strategic consultancy skills, which are increasingly in demand as ABT delivers truly holistic brand experience solutions. We were especially impressed with her Change Management expertise – that’s a key outcome for any modern brand experience project.”

In her consulting career, Su has also worked for HR specialists Barrett Consulting, at credit and data specialists Dun & Bradstreet and also as Sales Manager for Fuji Xerox.

On Wednesday 2nd July 2008 at RSVP Sydney, the team from ABT will reveal how to bring brands to life from the inside out. This session will provide practical information on how to connect across all stakeholder touch points, including events, internally and externally.

This presentation follows on from the successful session in held Melbourne in May, 2008. Over 150 industry representatives attended to hear local and international case studies.

This session was a sell out last year, so be sure to get your tickets early!

At ABT, we’re delighted to announce the appointment of two additional Account Directors both with extensive brand marketing experience. Jason Miller comes on board from BMW Group Australia where he was Marketing Manager for MINI, and PR specialist Katie Parker joins us from Carat Melbourne where she was Director, Sponsorship Services.

Speaking about the appointments, CEO Antony Gowthorp said: “Securing a brand experience consultant of Jason’s calibre and PR events gun like Katie are major coups for ABT. We’re even more capably equipped to handle the increased client fascination with brand changing experiences.” Jason has substantial automotive brand marketing experience, enjoying key roles with MINI, Ford’s Falcon Ute and Ford Light Commercial Vehicles.

Previously PR Manager at Jetstar, Katie Parker is an award-winning PR and event management specialist whose clients have included CUB, Emirates, Heinz, Lamborghini and Schweppes.

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Our Beijing office has just completed its first pre-Olympic Games experiential marketing event for the Snickers brand in China. ABT Creative devised the ‘Snickers Street Olympics’ tournament (staged in Beijing), which included hybrid sports events such as ‘Basoccer’ (a mix of basketball and soccer), ‘Streetminton’ (a combination of badminton and breakdancing) and ‘Snickers Jump Satisfaction’ (participants jumped over as many Snickers bars as possible to win them). Tickets to the real Olympic Games were offered as prizes for the 10,000-plus attendees.

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On Wednesday 2nd July 2008 at RSVP Sydney, the team from ABT will reveal how to bring brands to life from the inside out. This session will provide practical information on how to connect across all stakeholder touch points, including events, internally and externally.

ABT has just created an experiential marketing environment around the launch of Holden’s new Coupe 60 concept car. The ABT creative team scripted, shot and used ‘Matrix’-inspired camera techniques to capture the concept car in all its electrifying glory. They also designed and managed the full vehicle reveal at the Melbourne Motorshow.

View the complete brand experience

ABT provided ‘go to whoa’ strategic, creative and production input to ensure that Holden really wowed attending press, media and motorshow attendees.

After a hugely successful year and boosting of our strategic, creative and production staff by almost 40%, ABT has relocated its Melbourne office into a brand new, purpose built facility at 6 Bond Street, South Yarra.

After 27 years we’ve moved just 14 steps across the road from our previous premises.

Our new place includes an in-house theatre plus fully digitised design and editing suites. When it comes to ‘end to end’ brand experience capabilities, we’re now even better equipped to do more for you.

Email us if you’re in Melbourne, Sydney or Beijing, to pop into any of our offices for a cuppa and a tour.