Strategic Marketing

Australian Born in Australia

Current Australian Government Baseline Security Clearance  -  Previously known as ‘Confidential’

Education

HSC

TAFE:    Commercial Art 1

TAFE:    Commercial Art 2

TAFE :   Life Drawing

Randwick TAFE : Graphic Design Certificate (2 years full time)

Randwick TAFE:  Post Graduate Photography

Randwick TAFE:  Post Graduate Illustration

Sydney TAFE:   Advertising Management (1 year)

2009 – 2010 University of Wollongong

Topic – Politics in the Community and the Common Good

Some of the lecturers were: Justice Michael Kirby, Geoffrey Robertson QC, John Hatton (MP) & Dick Smith

Current TAFE Certificate 4 Training and Assessment (TAA)

Project and Campaign Strategist, Communications, Promotions, Advertising, Marketing, Media, Public Relations & Management.

Experienced innovative results based problem solving

Technical Skills

Microsoft WORD, OUTLOOK, PhotoShop, Corel Draw, Information Communication Technology – (high end).

1991- Current The Visual Design Group Pty Limited

Managing Director, Creative Director, Account Service

Profile

A full service consultancy that integrates Strategy, Marketing, Advertising, Communications, Graphic Design and Public Relations.

Duties

Day to day management of up to 10 internal staff plus many external freelancers and suppliers, Creative Director and Account Services for all major clients. Develop proposals including communication strategies and the preparation of content for publications (newsletters, campaign booklets, annual reports, brochures, campaign booklets) and media strategies (television, radio, press and public relations) and media.  Currently operating as a two person consultancy.

Achievements

Winner of seven national awards for illustration, photography, annual reports, website design and corporate brochures

City Coast Credit Union

• Created a new image, marketing campaign and target audience. Television, radio, press, point of sale, brochures. Created  their  largest  sales figures  across  all  sectors  within 6 months over tripled

• Continued to show 45 degree graphic growth in annual performance for around 12 years.

Port Kembla Coal Terminal (PKCT)

• Developed an audio visual on the engineering of a new water management system. Won PKCT a prestigious national engineering award by producing a strategic audio visual of why they should win which was used as the primary judging criteria in the national competition.

Fairfax Group Illawarra Mercury

• Classifieds campaign created record sales of the paper’s classifieds by 11% increase per year for the next three years when the market was dropping 5% nationally on classifieds placements. The campaign was rated by the leader in classified advertising in the Fairfax group as ‘the best classifieds campaign he had ever seen.’

• Advertising Trade Press campaign increased national ad placement by 64% and increased colour advertising by national advertisers by 96% (Marketing Manager stated: she would not have believed it possible, even now looking at the figures I have trouble believing it).

2000 – Current Class Action Pty Ltd

Marketing Director & Partner

Profile

Software Development Company.  Development and implementation of an enterprise Geographic Mapping Software system plotting information rendered as a 3D colour earth globe.

Achievements

Class Action was recognised by the global developer community as being one of the top 30 leading Palm OS developers worldwide.

Class Action has Geographic Mapping Software in Sydney International Airport showing inbound flights and Malaysia’s domestic airport showing weather, inbound and outbound flights on a 3D world map similar to Google Earth in near real time.

Titan Class World was used in the worldwide launch of the Tungsten T handheld by Palm Inc.

Titan Class World was also used in a significant launch of the Palm Operating System by PalmSource.

Third party software development for Australian Defence Forces.

1995 – 2007 Abel Archer Pty Ltd

Managing Director, Project Manager, Account Service

Profile

Information Communications Technology (ICT) corporate training business, managers and executives nationally and did many government/defence consulting projects.

Achievements

Selected as the preferred contractor for the Malaysian Government ‘Crisis Disaster Management System’ National Security Division.

Leading supplier of major corporate training programs in high end Information Technology across Australia.

2001 – 2002 Technology Information Management Marketing Services (TIMMS)

Partner, Marketing Director, Account Service

Profile

Information Communication Technology, Management and Marketing Consultancy for SME’s and Government Bodies.

Achievements

Won and produced Federal and State Government funded research projects for marketing Information Technology and international business investment.

NSW Department of State and Regional Development

Create, implement and develop a program for Regional Global investment on the back of the Olympics in Sydney investment team.

Target was to attract 3 key stakeholders interested to invest  in the program prior to its launch. Attracted 29 stakeholders mostly state and local government. Director said it was the first time that had happened in the Department’s history.

The Regional Director stated it was the most successful project of it’s type in the region’s history and probably Australia.

Target was around $100,000,000 investment for the first year.  Attracted $100,000,000 in a week prior to the program starting.  A further $1.2 billion was promised for seed funding by an International key government stakeholder.

1986 – 1991 Empower – The Marketing Group

Principal Partner, Marketing

Profile

Marketing Consultancy. Principal in partnership with the then Vice President of the Australian Marketing Institute.

Duties

Develop marketing strategies, account service and day to day management.

Wollongong City Council

Marketing Plan for Wollongong City Council Corporate Affairs

Feasibility study for the Wollongong Entertainment Centre. Developed a feasibility study and new economic model for entertainment centres.  After previous attempts by Wollongong City Council and University of Wollongong failed to deliver a viable solution.

Research study into Recreation and Green site utilisation

1984 – 1991 Wayne Larkin & Connelly

Managing Director, Creative Director

Profile

Full service advertising agency with media planning and buying department. 13 people in agency when national average was 5 people.

Duties

Manage agency, Head of Creative, Head of Account Service, Media Planning Strategies.

Achievements

Wollongong’s first “Nationally Accredited Media” agency.

Gold Medal at the International Advertising Festival of New York for Best Copywritten Campaign.

Listed in the Business Review Weekly as the second fastest growing agency in Australia (category: Billing $10 million and below).

In one year we won five international awards.

Won 6 National TVB Awards (TeleVision Bureau).

BHP (Australia’s Largest Company)

Agency and consultants for 5 years (renewed each year) as Communications and Public Relations agency for internal and external affairs for Australia’s largest steelworks BHP Port Kembla (supplied 54% of all BHP Steel of between 85% to 95% of the market) and they dominated the global steel market (now BlueScope Steel).

Created communications campaigns internally and externally aimed at employee reductions.  Around 20,000 employees were reduced. The starting point was around 2,500 employees.

This created around 15% unemployment in the region which was double national average.

Developed communication strategies and implemented them for the increasingly problematic BHP heavy industry environmental issues.

Created national campaigns to retaining national pride, trust and financial stock investment into BHP steel.

Created a communications campaign for the SAP software project which would automate BHP processes.  The first large installation of SAP in Australia.

Did the employees communications strategy for morale and seamless operations.  The SAP technology would be 100% operational from day one.  Port Kembla Steel works had one of the highest diversities in multiple languages and nationalities in Australia.

Worked with Jerry Ellis as General Manager BHP Steel Port Kembla on communication strategies for management, employees, public, stakeholders and investors.  Jerry went on to quickly be Chairman of BHP after his Port Kembla Steel management position and also chancellor of Monash University.

Brambles Industries

Appointed by Gary Pemberton CEO Brambles Industries and a team of 14 managers from around Australia. The project was to resolve a Brambles National communications and market penetration performance issue that they had not been able to solve for 2 years.  I was the first agency to be appointed to Brambles Industries nationally.

Solved the performance issue and developed recorded contract performance outcomes across Australia within months.

Gary Pemberton went on to be Chairman of Qantas Airways Ltd and TAB Ltd and a director of Rio Tinto Ltd, Queensland Investment Corporation and NM Rothschild Australia Holdings Pty Ltd. He was previously Chief Executive and subsequently Chairman of Brambles Industries Limited, and a director of Commonwealth Bank of Australia, CSR Limited and John Fairfax Holdings Limited.

CRA’s (now Rio Tinto) Kembla Coal & Coke (KCC)

KCC were one of the biggest coal companies in Australia after BHP. Marketing and communications agency for 10 years until sold.  Our primary role was to develop corporate profiles to be used for shortlist selection for global contracts.  They achieved many new contracts and a blue chip first contract in India.

Created external and internal communications and Public Relations campaigns.

One of the project briefs was to minimise the damage going to be done by Trade Unions strikes and broader community hostile response on the impending 100 miners which where going to be being put off by KCC.  The brief from management was the strike was inevitable my role was to mitigate damage by unions, employees and the broader community.  Across all mines KCC strikes could cost up to an estimated 1 million per day in lost production. Create large order delays, shipping charges and stress relationships with existing client’s especially new contracts.  Through my direct negotiations with a key KCC miner and a lead union member along with a targeted employee and community press campaign there was no strike action taken.  KCC received positive support for their open communications and approach to the economic issues in the mining sector.

NSW Tourism

Develop a marketing strategy and promotional campaign for NSW Tourism for South Coast region. The most effective promotional campaign in the history of the region both in awareness, recall, direct response and visitation – response NSW Tourism and IRIS research.

Won Gold Medal for best copywritten campaign in the world at the International Advertising Festival of New York and one for Tourism category.

NSW Tourism adopted the new marketing strategies we developed for implementation across the state on how to promote tourism to consumers for results based outcomes.

Beaton Park Leisure Centre – Council Non Profit Centre

Created a marketing and promotional campaign to increase good health and occupancy of Beaton Park Leisure Centre. Main areas where Logo design theme, television, billboards and point of sale.  The campaign was based on the same budget they had been using for the last 4 years. Some areas of operation increased as high as 360% within six months and the centre reach 100% occupancy within the 3 years.

They became the first fitness centre in NSW to turnover $1 million in revenue a year.  Made profit for first time in 6 years. They doubled profits for each year for the next three years.

Sharp Photocopy Sales

Australia’s leading Sharp dealer sent out direct mail piece every month.  I created one direct mail piece for one month and created the highest photocopier Sharp sales in Australian history.

WIN TV

Advertising Agency for the WIN TV (now the largest television network in Australia) Channel 9 aggregation with Channel 9 Sydney.  Development of Logo and promotional material for new shows.  Maintained the number 1 rating and increased WIN TV viewing audience.

1983 – 1984 Creative Ideas

Director, Creative Director

Profile

Then the Illawarra’s largest advertising agency.  Produced Television, Radio, Press, Magazines and Direct Mail campaigns.

Achievements

First agency every appointed to Lowes Manhattan.  Increased their market performance by over 15% into Christmas with one campaign against a NSW average of 5% decline in retail turn over within a month.

1982 – 1983 Artsett Services

Manager, Art Director

Profile

Artsett Services Bondi operated as an agency, graphic design studio and typesetting shop.

Achievements

Educational creative learning program on nature developed for Keep Australia Beautiful for NSW Schools. What the education department stated as being the best educational learning tool developed for schools they had seen outside the education system.

1980 – 1982 Cooper Shillington West

Art Director

Profile

A full service agency operating out of North Sydney, and at the time was the largest pharmaceutical advertising agency in Australia.

1979 – 1980 Freelance

Art Director – Illustrator

1978 – 1979 Doyle Dane Bernbach

Assistant Art Director

Profile

DDB (John Singelton & Duncan McAllan – Sydney) was the fastest growing agency and best results performance in Australian history.  A USA full service agency in Sydney. Some of the clients I worked on included:  Elders  IXL,  Hoyts,  EMI  Records,  Arrowfield  Wines,  Bradford  Batts, A. Hudson, Norman Ross, Wrangler Jeans, CSR Sugar, Women’s Weekly, NSW Rugby League.

Achievements

First Assistant Art Director to be awarded their own account.

First Assistant Art Director to work for 2 Creative Directors and 2 Art Directors at the same time.

1977 – 1978 Festival Records

Graphic Designer, Assistant National Art Director

Profile

One of Australia’s largest record companies.

Duties

Design and produce record albums and promotional material.

Achievements

I was promoted from graphic designer to Assistant National Art Director within one year.

Some other Client Examples

Government

Australian Army

Department of Employment, Education and Training

Department of Employment, Work Relations & Small Business

NSW Department of State and Regional Development

Drug and Alcohol – NSW Department of Health

Government Employees Health Fund

Government Employees Medical Research Fund

Illawarra Health Fund

Illawarra Institute of Technology

Maritime Services Board

NSW Health

NSW Tourism

Shellharbour Municipal Council

TAFE NSW

Translink – German Transport Project

University of Wollongong

Wollongong City Council

Media

WIN TV (Australia’s Largest TV Network)

Newspapers – John Fairfax & Sons Ltd

Radio

2 Double 0 (i98 FM)

2ST Radio

2WL (Wave FM)

Power FM

Yellow Pages – Wollongong-Kiama-Stanwell Park

Industry BHP Steel

• BHP Steel Oil & Gas Pipe
• BHP Phoenix 21 Project
• Slab & Plate Products (Sheet & Coil)
• No. 6 Blast Furnace
• Project M

Brambles Industries Limited

• Brambles Equipment
• Brambles Forklifts
• Gardner Perrott

CRA – Kembla Coal & Coke

Joy Manufacturing

Port Kembla Coal Terminal

Southern Steel Group

Springvale Coal

Tubemakers of Australia

28 International and National Awards for Marketing, Advertising and Design.

These include Awards from International CLIO and International Advertising Festival of New York.  Across various sectors and mediums: Annual Reports, Audio Visual, Corporate Brochure, Television Commercials, Website Design, Photography, Illustration, Marketing, Media – Newspaper, Radio, Magazines, Advertising Campaigns, Copywriting and Tourism.

Wayne has been a National judge three times for the Society of Business Communicators Australia and The Australian Institute of Professional Communicators.  He has won numerous state and local awards which are not listed below.

1999

SERIF AWARDS FOR EXCELLENCE SILVER ILLUSTRATION

IN COMMUNICATIONS – AIPC

1997

SERIF AWARDS FOR EXCELLENCE SILVER ANNUAL REPORT IN COMMUNICATIONS – SBC

SERIF AWARDS FOR EXCELLENCE BRONZE WEB SITE DESIGN IN COMMUNICATIONS – SBC

AUSTRALIAN INSTITUTE OF BRONZE COMMERCIAL/INDUSTRIAL PROFESSIONAL PHOTOGRAPHY

AUSTRALIAN INSTITUTE OF BRONZE COMMERCIAL/INDUSTRIAL PROFESSIONAL PHOTOGRAPHY

1996

AUSTRALIAN INSTITUTE OF SILVER COMMERCIAL/INDUSTRIAL PROFESSIONAL PHOTOGRAPHY

1995

AUSTRALIAN INSTITUTE OF SILVER COMMERCIAL/INDUSTRIAL PROFESSIONAL PHOTOGRAPHY

1990

SERIF AWARDS FOR EXCELLENCE SILVER CORPORATE BROCHURE IN COMMUNICATIONS – SBC

1989

PANPA AWARD FOR EXCELLENCE TABLOID NEWSPAPER INMA/B&T WINNER MARKETING

INTERNATIONAL ADVERTISING FINALIST TRADE PRESS FESTIVAL OF NEW YORK

INTERNATIONAL ADVERTISING FINALIST RADIO – FINANCIAL FESTIVAL OF NEW YORK

INTERNATIONAL CLIO AWARDS FINALIST RADIO -HUMOUR

SERIF AWARDS FOR EXCELLENCE AWARD OF MERIT AUDIO VISUAL IN COMMUNICATIONS – SBC

1988

TVB RETAIL ADVERTISING AWARDS HIGHLY COMMENDED BUDGET $3000-$6000

1986

INTERNATIONAL ADVERTISING GOLD MEDAL COPYWRITTEN CAMPAIGN FESTIVAL OF NEW YORK

INTERNATIONAL ADVERTISING FINALIST CERTIFICATE TOURISM TRAVEL FESTIVAL OF NEW YORK

TVB RETAIL ADVERTISING AWARDS CATEGORY WINNER CORPORATE

TVB RETAIL ADVERTISING AWARDS BEST OF CATEGORY LONG RUNNING THEME

TVB RETAIL ADVERTISING AWARDS BEST OF CATEGORY SPECIALITY CHAIN

NSW TOURISM AWARDS FOR EXCELLENCE FINALIST PROMOTIONAL MEDIUM

1986

TVB RETAIL ADVERTISING AWARDS CATEGORY WINNER BEST OF AREA

TVB RETAIL ADVERTISING AWARDS CATEGORY WINNER BUDGET $3000-$6000

TVB RETAIL ADVERTISING AWARDS CATEGORY WINNER CAMPAIGN SERIES

TVB RETAlL ADVERTISING AWARDS HIGHLY COMMENDED INDEPENDENT

TVB RETAIL ADVERTISING AWARDS HIGHLY COMMENDED BUDGET $3000-$6000

TVB RETAIL ADVERTISING AWARDS HIGHLY COMMENDED INDEPENDENT

1985

TVB RETAIL ADVERTISING AWARDS BEST OF CATEGORY SPECIALTY