We believe that today every brand is fighting to get into customers' hearts, minds and hands

We exist to help you win the fight

We Think Business. We Execute Brand

We are a multi disciplinary agency focused on solving the business problems of today through tomorrow’s brand thinking.

We were founded in 2012 on our belief that in today’s marketplace all businesses have to fight for relevance and must think, work and act differently to do so. Today we are fortunate enough to work with leading businesses in diverse industries across Australia and Asia to discover and capture their unique organisational value. We do this through first defining the real business challenge we are trying to solve and then building a distinctive brand platforms that connect our clients to their customers in ways that create new value for all.

We Create Organisational Action

We’re really proud of the reputation we have for building brand platforms that ensure our clients can more effectively compete in the marketplace. To do this we never prescribe an agency process because every brand and business challenge is unique.

We work within the constraints you have to quickly develop the solution you need. We start with the available insights to frame the challenge and the opportunity it presents. We then work with you to decide what we won’t do, before collectively deciding what to do. Then we execute across the mediums that will deliver results for your business.

“There’s only one agency in Australia who build brands the way they should be built…based on real market insight, media neutrality and with beautiful execution. The Contenders are the best I know”

Mark Ritson

Associate Professor MIT Sloan,
Melbourne Business School & London Business School.
Columnist for Marketing Week.

Clients We've Helped


“We have an ongoing partnership with The Contenders and turn to them when we are facing branding challenges we can’t solve. The Contenders have worked with us on a variety of strategic brand projects. They understand our business problems and work to develop solutions that show both creativity and experience.”

Head of Marketing Australia,
ANZ Bank

LVMH Cape Mentelle, brand strategy, brand identity, packaging

LVMH Cape Mentelle

“We have partnered with The Contenders to strategically reposition the Cape Mentelle brand. They are tremendous to work with and have a unique combination of strategic thinking and creative execution. They have helped us to simplify an incredibly complex brand into a clear positioning that we can now activate globally.”

Marketing Manager, LVMH Cape Mentelle

JC's Pop Fiction, brand strategy, identity, packaging

JC's Pop Fiction

“We could not have achieved all that we have without The Contenders. They exceeded our expectations and showed us what great partners can achieve. To be honest, we really just chose the name that we preferred for the brand and the team at The Contenders must have had a great time on Pop Fiction as what they came up with is fantastic. Everyone we have spoken to loves the brand (and the product of course).”

Owner, JC’s Quality Foods

Mission Australia, brand strategy, identity

Mission Australia

“The Contenders ability to work at a business strategy level and importantly engage and build relationships with the Executive team has resulted in relaunching a new brand identity that is brave, strategically sound and critically differentiating in the cluttered charity market. As you would expect developing a new brand strategy for a not for profit organisation that has been around for 150 years has at times been challenging. The Contenders were instrumental in navigating these challenges and ensuring such a successful result.”

General Manager, Marketing

Little Big Dairy Co, brand strategy, identity, packaging

Little Big Dairy Co

“We have loved working with everyone on The Contenders team! The professionalism yet approachable nature of their people is more than we could have ever thought imaginable. We are constantly amazed at how well the name and story works with cafes and retailers. It’s a brand we see ourselves in and love. We are forever saying The Contenders are so clever.”

Owner, Little Big Dairy Co

State Library Victoria

“We worked with The Contenders to create a fresh, new brand positioning, voice and design that we can apply to our various communications across a range of mediums with an effective guide to execute internally and externally.”

Marketing Manager,
State Library Victoria

Black & Gold

“The Contenders were tasked with re-invigorating the Black & Gold brand to reposition it as a compelling value offer. The Contenders not only delivered a creative solution that has been overwhelmingly embraced by our customers, they were also instrumental in achieving stakeholder engagement and alignment across our retailers and senior level management.”

Marketing Manager, Metcash

Launch Housing, brand strategy, identity

Launch Housing

“The Contenders navigated our complex environment with multiple stakeholders. They were always completely professional and reliable, patient with our hesitations and uncertainties, and most of all inspiring in the really high quality work that they produced for us.”

Deputy CEO, Launch Housing


“We worked with The Contenders to develop a brand positioning and communications campaign that would ensure our business was unified globally but could still compete locally. The Contenders worked with our global and regional management teams to develop a value proposition and key messages. Their ability to gain senior stakeholder buy-in and develop and execute clear and compelling brand communications has been instrumental to moving our business forward.”

CEO, Nufarm

Girl Lane, brand strategy, identity, packaging

Girl Lane

“Our engagement with The Contenders has been a true partnership from the start. They were able to translate Girl Lane into a striking visual retail brand that was on point for the challenging tween market.”

Owner, Girl Lane

Creative Victoria, brand strategy

Creative Victoria

“We engaged The Contenders to undertake a brand development and positioning project following the expansion of the arts portfolio to embrace the larger creative industries sector. The feedback has been overwhelmingly positive – an outcome made possible by the solid foundations provided by the work of The Contenders.”

Director – Strategic Marketing & Communication, Creative Victoria

Huon Valley Meat Co.

“The Contenders are the strategic brand agency I have always dreamed of finding. First class thinking and creative matched with a unique ability to understand the business and the practical outcomes required from their work. They are all client focussed and in my experience always deliver to schedule. I view The Contenders as a long term partner for my businesses and I happily recommend them.”

Managing Director,
Huon Valley Meat Co

YouCamp, brand strategy, identity


“Have you ever been given a gift that you never knew you wanted but which was perfect? That was the kind of surprise we felt when The Contenders delivered our re-branding project. It felt like they knew Youcamp in a way that we hadn’t seen yet. It wasn’t just the vision that impressed us but all the tangible assets they conceived for our re-launch. They saw not only what we were but what we could be.”

Owner, Youcamp

Convention Bureau

“We worked with The Contenders on the development of our recent Melbourne Effect campaign. Their team is terrific with a great mix of high level strategy and strong executional skills. They took the time to really understand the task and our key consumer groups and developed a clear campaign based on these insights. I have really enjoyed working with them and more than happy to recommend them.”

Marketing Manager,
Melbourne Convention Bureau

Scandia, brand strategy, identity, packaging


“The Contenders helped us develop our Scandia brand from the ground up. They have made a lasting impact on our business. The team are tremendous to work with and were instrumental in generating a brand idea and brand identity that wins in-store and online. I could not recommend them more highly.”

Group Sales & Marketing Manager, Scandia

The Boroughs, brand strategy, identity, packaging

The Boroughs

“The Contenders delivered a sophisticated solution from our brief to rebrand our business. A delicate task of incorporating the existing heritage and expanding it into a vehicle for the future. What impressed us most is their ability to get inside the meaning of our business and tease out our connection to place. This insight has now become part of our future growth strategy. All of this delivered in a series of carefully staged steps in a timely manner.”

Director, The Boroughs

Melbourne City FC Brand Strategy

Melbourne City FC

“The Contenders helped us align our global strategy with the needs of the local Melbourne market. They have great insight into what makes Melburnians sports fans tick and what it takes for a sports brand to connect with them. They have helped us then execute this insight across multi-channel campaigns.”

CEO, Melbourne City F.C.

Our Thoughts

Continuous change needs a continuous story

We live in an age of continual transformation in advanced consumer economies. While we experience it through incremental changes, not big leaps, at its heart there are three enduring mega trends that are influencing how we live and also how we develop brand strategy.

Read article

Context is King

Brands have always been created in response to the ethos of the people who founded them and the ideals of the consumers that they were created to serve. But what do you do then when consumers start to fall out of love with your brand?

Read article

New year, new brand strategy?

It’s instinctive to try new things, create new assets and activities for the brands which we manage, but the best thing you could do for your brand this year could be nothing.

Read article

Values, not value

Industry sectors are heading towards polarisation between lowest cost value at one end and experience rich value at the other.

Read article
View More Articles

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We Stand In Your Corner

We are a senior team of strategists, creatives, and project managers with extensive global and local experience. We have won many international awards in our lives but today winning for us means one thing; helping our clients achieve their business goals.

We know our clients cannot afford to stay committed to us tomorrow if we are not fully committed to solving your problems today, that’s why our approach is simple; we work on a project-by-project basis where the best minds in our business work directly on your business.

Joe Rogers

Joe Rogers

Viv Gibson-Thomas

Viv Gibson-Thomas

Vanig Krikorian

Vanig Krikorian

Sally McNeill

Jenny Mangan

Jenny Mangan

Diana Tam

Diana Tam

Kerry Thoonen

Kerry Thoonen

Tanya Sulewski

Tanya Sulewski

Laura Liston

Laura Liston

Stephanie Caccamo

Stephanie Caccamo

Toby Phillips

Toby Phillips

Sarah Hendy

Sarah Hendy

Tamara Hain

Tamara Hain

Kim Handley

Kim Handley

Pedro Demartini

Pedro Demartini

Emily Fitts

Emily Fitts

Phil Curlis-Gibson

Ring Our Bell

Come say hi, we have gelato! Well, technically the shop downstairs has gelato, but we’re always looking for an excuse to get some.

Level 1, 237 Smith St, Fitzroy 3065 Australia

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