Press
Selected coverage, commentary, and recognition.
Writing & commentary
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Has Woolies found its voice?
Guest post on Woolworths finding a social voice.
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This is how to make innovation actually happen in your business
On making innovation real inside organisations, rather than theatre.
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2018: The year brands start connecting the dots
Opinion on connected brand experience, before it became the default ambition.
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Eating ice cream in an Airbnb: Australia’s top 100 brands
Commentary on what Australia’s brand rankings actually reveal.
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2022: Acceleration reshapes marketers’ relationships with agencies
Long-form opinion on how the agency model changes when everything speeds up.
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5 Minutes with Matt Robinson
A career-spanning interview — agencies, technology shifts, and building AnalogFolk Australia.
Milestones
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AnalogFolk launches in Sydney with Yellow Tail as founding client
Co-founding AnalogFolk Australia.
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A big moment for AnalogFolk: agency wins global duties for Pernod Ricard
A global account, won and led from Sydney.
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AnalogFolk Australia becomes locally owned business in management buyout
Leading the buyout from the UK parent.
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Bastion boosts digital chops, acquires AnalogFolk Australia
The sale to Bastion, twelve months after the buyout.
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Former AnalogFolk partners to run new Bastion Digital unit DBX
Launching DBX, Bastion’s specialist digital unit.
Recognition
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Mediaweek Power 50
Creative leaders in Australia, 2024.
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Gold APAC Effie
With eight Effie finalists over three years.
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Gold Spikes Asia
With AnalogFolk Australia.
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Contagious Pioneer
AnalogFolk, global.
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Agency of the Year
Digital, Social, and Content Agency of the Year wins with AnalogFolk Australia.
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B&T Emerging Agency of the Year
Won in AnalogFolk Australia’s first year, 2011.
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Mumbrella Award for Culture
Runner-up, 2013.
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Awards judge
The Effies (2018–2023), Webby Awards (2014–2020), Spikes Asia (Digital & Mobile).
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Panellist, Microsoft Advertising “Creativity and AI”
2023, alongside Microsoft and BCG.
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Advisory board, ad:tech Australia & NZ
2018–2021.
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Certifications
Leading for Creativity, IDEO U (2017); AI Fluency: Framework & Foundations and Introduction to Agent Skills, Anthropic (2026).