Our work

subaru

A long standing client of Selvedge (indeed, through 2 previous agency tenures), in 2016 Subaru approached us with a clear brief. The leadership team held a deep-seated belief that the brand still had untapped growth and potential within the Australian market. Selvedge was thus commissioned to lead a complete brand strategy re-boot. Working with key creative partner agencies and the leadership team we workshopped our North Star objective and then began a systematic and rigourous research and territory creation process. Across a 6 month process we collectively created, discarded, 'debated' and finally raptured about a new directional insight. The resultant 'Do' Campaign - has been a significant commercial and creative success.

“Cameron has worked on the Subaru business for over a decade, and has been a guiding light in times of change, challenge and prosperity. His incredible research skills have unearthed consumer insights that have helped to forge our brand journey and create the necessary change in direction for the more tactical model strategies. His focus on delivering a strong competitive advantage is exceptional. He is also a great guy to work with!”

— Amanda Leaney, senior brand manager, Subaru Australia

Genome.One

In the context of a flurry of 'consumer friendly' DNA kits becoming readily available on the global market, Genome.One had a significantly more sophisticated and scientifically-underpinned product in early stages of consumer facing MVP. Selvedge were commissioned to identify and understand in detail the target for the product, and to provide guidance on the product positioning, pricing and channel distribution in light of the targets motivations, attitudes and behaviours.

“Selvedge Consulting have recently conducted a qual research project for us in preparation for the launch of a new product in the genomics space. The project ran very smoothly and according to agreed milestones. More importantly, the insights provided have been invaluable in shaping our understanding of our future customers and our approach for the launch. Anna and Cameron bring a wealth of experience and a unique combination of consumer and healthcare expertise to the table which helps them to uncover powerful new perspectives.”

— Stephan Brennan, chief commercial officer, Genome.One

cochlear implants

We carried out a global qual study on the influence and impact of new advances in audiology software. Using scenario planning we understood how these advances will shape the future of the category and the practice of cochlear implant audiology, and were able to deliver to our clients a recommended MVP to address their need for a quick product launch, with a longer term perspective on software and service innovation.

INCHCAPE

Inchcape (global) and Subaru (Australia) commissioned Selvedge to carry out a significant 'future retail landscape' project to ascertain the impact of adjacent category retail trends on the automotive industry. Global retails trends as well as customer and dealer interviews led to the adoption of 5 new retail mantras for the businesses and an immediately deployed growth driver strategy innovation.

“Having an insights partner is one thing, but having one who feels like they are part of the fabric of the organisation, who listens, who makes things happen and who is just as committed to finding a unique solution as we are, sure makes doing business easier and in Cameron’s case, if you can find a better one let me know.”

— ANDREW CAIE, Global Marketing and CX Director INCHCAPE

CEREBOS

One of the joys of working with amazing design agencies is that over time they trust you to take care of, but be frank about, their creations. And so Selvedge was invited to work with Cerebos and Barker Grey on the renovation of a venerable Aussie brand - Fountain Sauces. We tackled it from a number of research perspectives in order to triangulate our qual data points - which allowed us to decode what was often a very emotional response to this uniquely Aussie brand, whilst ultimately paving the way for a clear design strategy for the new packaging and retail launch.

VW Australia

VW Australia and DDB contacted Selvedge to work with them to better understand the impact of the emissions crisis. Spanning commercial implications, strategic solutions and communications opportunities, we uncovered the true considerer, customer, and dealer principle sentiment. We did this by deploying significant qualitative methodologies, in-home and in-dealership ethnography, as well as nationa wide quantitative surveys. We carried this out in both 2016 and then again for comparative and stratregic purposes in 2017.

“Cam did great work for us analysing the impact of some critical brand events. He has a unique and enthusiastic take on the automotive space and brands within it. He’s a facilitator that can eek out the insight from qual sessions and then back it up with informed quant. We’d recommend him.”

— Ben Wilks, Marketing Director, VW AUSTRALIA