Gual Barwell

The largest challenge facing Airbnb in Australia is a lack of inventory. As a double-sided marketplace, it’s imperative to not only drive demand but to ensure when users arrive there’s adequate high-quality homes for them to book. Since 2024 deactivations were outstripping new supply, adding insult to injury to what was already the most supply-constrained market in the world.

As Airbnb matures in the Australian market, it is critical for them to capture demand not just from people receptive to short-term rentals, but to also begin to challenge the dominance of traditional accommodation options such as Hotels. To do so they needed to expand who they spoke to, how they spoke to them and to be more efficient with connecting to these new audiences.

Working with White Ribbon Australia to develop their brand strategy which made one critical shift: Violence against women is a Men’s Issue. To help support this, we ran a national study to see how men felt, their level of understanding, and whether they felt a sense of ownership over the issue.

We found that despite - 43 deaths to date, 48, 000 articles published, AND over 80% of men agreeing they played a critical role in overcoming Men’s violence against women… only 6% engaged in the cause.

With an ageing supporter base, it was imperative for The Australian Marine Conservation Society to engage a new generation of conservationists. Enter John Williamson and our campaign The Voice of the Sea, where we created a choir of activism at end-of-year school concerts across the country.

Convincing Hyundai to invest in brand advertising for the first time in 25 years, to drive the future of the business forward. Resulting in 600% increase in their brand health versus KPI.

Kia’s new logo presented the brand with a unique opportunity to reset and renew the perception for the brand amongst Australians. With a revived design language and product line-up, we were able to step out of the shadows and redefine the brand. Setting it on the path to challenging expectations and becoming one of the most successful OEMs in Australia.

Lego is famed as the brand that enables free and open play, the antithesis of curated experiences found on kids’ screens nowadays. We helped them innovate, without losing that essence.

Milo has long been associated with Kids and Sport. But for Milo to remain relevant, it wasn’t enough for Aussie kids to love it, mums have gotta love it too.

Anyone that has worked with CPG brands like J&J, know they love their research. So how do you create new news for a product that hasn’t changed for 130 years and encourage risk; more research.

To protect it’s funding base the most prolific scientific body in Australia needed to start to get credit for the immense amount value it brings to the country.

Campari has a business strategy of identifying undervalued assets and reinvigorating them. In what would be one of their biggest challenges yet, they needed to reignite relevance in a 150 year old Brand that was more associated with food and dusty drinks cabinets, than bars.

With a successful launch of Matthew as Wild Turkey’s brand ambassador, to truly drive the brand forward and help it premiumise in an increasingly discerning market. They needed to take their relationship to the next level, but this couldn’t just be another Wild Turkey ad that featured Matthew - introducing Wild Turkey Longbranch.

Stouffer’s is a brand that’s famed across the US for revolutionizing the way regular families eat. But a shrinking middle class, in a changing nutritional world and increasingly diverse culinary behaviors, it was losing relevance and its place at America’s dinner table.