The Bridge International, a non-traditional and boutique management consulting team operating in Australia and internationally, has launched a brand and marketing effectiveness consulting practice to complement its existing professional services.
The brand and marketing effectiveness practice can assist organisations assess their brand and marketing strategy, and executional capabilities, as well as undertake a health check on the enablers of effectiveness; people, process, digital and data, martech and partnering, recognising that each brand and marketing operating model differs by company and industry.
This new practice is led by Lewis Pullen, a partner at The Bridge.
Pulled previously headed up marketing for Qantas and Air New Zealand, after working for British Airways in the UK, US and Australia. He was also head of marketing at the NRL and at Insurance Australia Group (IAG), Lewis was marketing director responsible for IAG’s challenger brands including Coles Insurance.
Stuart Blake, MD and co-founder of The Bridge International, said he is delighted to launch the brand and marketing practice.
"Lewis is a well-known and respected CMO, he said.
"He has headed up marketing for several iconic brands internationally and in Australia, bringing our clients over 30 years of practical experience and deep subject matter expertise across all things brand, marketing, and digital.
"Never has brand been more important with changing customer demands, increased competition and economic headwinds driving consumer affordability issues. Our clients are asking for more assistance with their marketing strategy and effectiveness, so we have launched a dedicated, specialist practice to service these needs."
Holly Jonas has also joined The Bridge as an associate and practice director for brand and marketing services. She has held senior marketing roles at IAG, Uber, Optus and Slack, where she focused on marketing operations, efficiency and effectiveness.
Pullen said he knows that you need not only a great strategy but also a brilliant team and execution capability to be a high performing marketing operation.
"The Bridge between strategy and marketing execution ensures brand is always at the centre of organisational culture, exceeding customer expectations and driving commercial outcomes," he said.
"It is also great to be working with Holly again, who has her own set of unique experiences here and overseas that will be hugely beneficial for our clients."
Jonas said she is looking forward to collaborating with The Bridge's clients to tackle their business challenges and unlock their full potential, from strategy to execution.
"With experience gained from working with global brands in London, Amsterdam, and Sydney, I can share my international and local experience of what it takes to drive greater efficiency and effectiveness across the end-to-end marketing operations," she said.
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