NOT ALL
WHO WANDER
ARE LOST
BOLD IDEAS
//
CUNNINGLY
💀
BOLD IDEAS // CUNNINGLY 💀
BOLD IDEAS // CUNNINGLY
YOU DON’T NEED ANOTHER AGENCY. YOU NEED SOMEONE WHO KNOWS WHAT THEY’RE DOING — WITHOUT THE FLUFF. I WORK DIRECTLY WITH FOUNDERS AND LEADERSHIP TEAMS TO CUT THROUGH THE NOISE, MAKE THE RIGHT CALLS, AND MOVE THINGS FORWARD. NO BS, NO THEATRE, NO WASTED TIME. JUST CLEAR THINKING AND WORK THAT MAKES A REAL IMPACT IN YOUR BUSINESS.
Break free from the mold // Challenge convention // Unleash wild creativity
FOUNDER & STRATEGY DIRECTOR
DANIEL JACOBS // FOUNDER & STRATEGY DIRECTOR
With over 15 years in global and regional marketing, brand strategy, and creativity, I've channeled my energy and passion into shaping brands that don’t just stand out - they stand for something.
I've led transformative campaigns, crafted compelling brand narratives, and guided teams to create work that challenges the norm and resonates deeply with audiences. My focus has always been on pushing boundaries, turning ideas into action, and empowering others to lead with conviction and purpose.
I’ve worked across the full spectrum: brand positioning, product innovation, customer journeys, and go-to-market strategies. My sweet spot is turning cultural insight into commercial impact, making strategy felt across every touchpoint.
BIG IDEAS //
REAL IMPACT
MOST BUSINESSES DON’T HAVE A BRAND PROBLEM. THEY HAVE A CLARITY PROBLEM. TOO MANY IDEAS, TOO MANY OPINIONS, NO CLEAR DIRECTION. THAT’S WHERE I STEP IN. I HELP YOU SIMPLIFY WHAT MATTERS, ALIGN YOUR TEAM, AND BUILD A CLEAR PATH FORWARD. THIS ISN’T SURFACE-LEVEL BRANDING. IT’S STRATEGY THAT CONNECTS CULTURE, BEHAVIOUR AND COMMERCIAL OUTCOMES SO YOUR BRAND ACTUALLY WORKS.
I’VE WORKED WITH FOUNDERS, LEADERSHIP TEAMS AND GLOBAL BRANDS INCLUDING HELPING OLIVIA NEWTON-JOHN SET UP HER CHARITABLE CANCER FOUNDATION, AACO, PENTAVITE, TRULLI AND ALTO BUILD, AS WELL AS SUPPORTING WORK INSIDE GLOBAL CREATIVE AGENCIES LIKE CLEMENGER, MCCANN & R/GA. DIFFERENT INDUSTRIES, SAME CHALLENGE. TURNING COMPLEXITY INTO CLARITY AND STRATEGY INTO ACTION.
TRUSTED BY TEAMS THAT NEED CLARITY
GETTING BACK TO THE BONES OF BRANDING THAT PEOPLE GIVE A F*CK ABOUT
01
AUSTRALIAN AGRICULTURAL COMPANY (AACo)
NEW!
AACo — GLOBAL WAGYU BRAND TRANSFORMATION
AACo is one of Australia’s largest premium Wagyu producers, operating across Asia, the US, Australia and New Zealand. I helped transform a complex global portfolio into a clear, premium Wagyu brand system.
THE CHALLENGE
Multiple brands, inconsistent positioning, and no clear, unified story across markets.
WHAT I DID
Led brand strategy, portfolio architecture and global positioning across key markets. Defined distinct roles for each brand, clarified value propositions, and built a cohesive premium narrative that could scale internationally.
IMPACT
A clear, structured brand system that aligned internal teams and strengthened consistency across global markets.
02
THE OLVIA NEWTON-JOHN FOUNDATION
OLIVIA NEWTON-JOHN FOUNDATION — LAUNCH & GLOBAL IMPACT
I had the incredible opportunity to work directly with Dame Olivia Newton-John alongside her board and leadership team to establish a new charitable foundation focused on cancer wellness, research and care.
THE CHALLENGE
Build a new foundation from the ground up with a clear purpose, strong emotional connection, and global relevance.
WHAT I DID
Shaped the brand strategy, positioning and launch approach. Worked closely with the board and leadership team to define the narrative, engagement model and fundraising platform.
IMPACT
Surpassed impact targets by 1.5x in the first year and generated over 100 million global impressions, driving awareness, engagement and donations at scale.
03
OLIVIA NEWTON-JOHN CANCER RESEARCH INSTITUTE
ONJCRI — ORGANISATIONAL & BRAND TRANSFORMATION
ONJCRI is a leading independent medical research institute, dedicated to discovering and translating innovative cancer treatments and diagnostics that improve outcomes for all people affected by cancer. I worked with the Olivia Newton-John Cancer Research Institute across a major period of transformation.
THE CHALLENGE
A highly respected organisation with strong purpose, but a fragmented brand, limited marketing structure, and an opportunity to redefine its future role.
WHAT I DID
Partnered with the executive team, board and donors to redefine brand strategy, positioning and audience approach. Led work across market analysis, segmentation and key initiatives. Established new marketing systems, structures and team foundations.
IMPACT
A clearer, future-ready brand and marketing function with stronger alignment, improved decision-making and a platform for long-term growth.
BUILDING BRANDS PEOPLE GIVE A F*CK ABOUT
✦
BUILDING BRANDS PEOPLE GIVE A F*CK ABOUT ✦
HOW WE CAN PLAY TOGETHER
IN OUT. DONE RIGHT
01 — PROJECTS
CLEAR SCOPE. CLEAR OUTCOME.
For when you need something defined and delivered.
This could be brand strategy, repositioning, a new product or idea, workshops, or a specific challenge you need solved.
WHAT TO EXPECT
A focused piece of work with a clear start and finish. We align upfront on the problem, move quickly, and build something practical your team can actually use. No unnecessary process, no dragging things out.
BEST FOR
Launches, pivots, testing ideas, or fixing something that isn’t working.
IN YOUR CORNER. WHEN IT MATTERS
02 — PARTNERS
ONGOING SUPPORT. REAL MOMENTUM
For when you need a senior operator in your corner, without hiring one full-time.
I work alongside you and your team to guide decisions, shape direction, and keep things moving across brand, marketing and growth.
WHAT TO EXPECT
Regular access to me across key moments. Reviews, input, problem-solving, and direction when it matters. I help your team do better work, faster, and stay aligned.
BEST FOR
Businesses without a senior brand/strategy lead, or teams that need sharper direction and less second-guessing.
CUT THROUGH THE NOISE. FAST
03 — PROGRAMS
FAST CLARITY. ZERO FLUFF.
For when things feel messy, stuck or unclear.
Focused sessions with founders, leadership teams or key stakeholders to solve problems and define direction quickly.
WHAT TO EXPECT
Structured workshops designed to cut through noise and get to the point. Clear outputs, aligned thinking, and a practical way forward immediately after.
BEST FOR
Alignment, decision-making, strategy resets, or unlocking new opportunities.
CHAOS TO CLARITY
BOLD IDEAS // CUNNINGLY
💀
BOLD IDEAS // CUNNINGLY 💀
