THE
DAY
THIS IS
THE DAY
THIS IS
IS
THE
DAY
THIS
Creative Firepower
At This Is The Day, we’re not just ticking boxes or following trends. We’re in the business of uncovering the magic in your brand and amplifying it.
From brand strategy to creative problem-solving, we tackle challenges with a unique blend of experience, sharp thinking, and straight-up honesty.
Each service is tailored to make a real, tangible impact — because the last thing the world needs is more waste.
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Strategy & Consultancy
At This Is The Day, we specialise in turning big-picture thinking into actionable strategies that deliver real-world results. Whether it’s crafting a business strategy to outsmart the competition, defining a bold and unforgettable brand vision, or maximising your marketing budget with smart media planning, our consultancy services are designed to cut through the noise and set your business up for success.
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Creative Development & Positioning
Creativity with purpose is at the heart of what we do. From dismantling conventional ideas to crafting sharp, unique brand positions, we bring creativity rooted in strategy to every project. Whether we’re building killer creative briefs to inspire teams or defining a position that ensures your brand stands out, we make sure every idea drives action and delivers impact.
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Communications & Messaging
Your message matters — and we make sure it resonates. Our communications strategies are crafted to cut through the fluff and connect deeply with your audience. Paired with marketing approaches that focus on moving the needle rather than chasing vanity metrics, we ensure your brand speaks with clarity, purpose, and impact.
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Research & Collaboration
Every great strategy starts with insight, and we’re experts at uncovering the truths that drive smarter decisions. Through deep dives into research and engaging, results-driven workshops, we energise teams, uncover opportunities, and guide businesses toward impactful breakthroughs. Collaboration is key, and we make it happen with energy, insight, and a touch of magic.
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Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
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TITLE HERE
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
1
.png)
TITLE HERE
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
1
TITLE HERE
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
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1
Strategy & Consultancy
At This Is The Day, we specialise in turning big-picture thinking into actionable strategies that deliver real-world results. Whether it’s crafting a business strategy to outsmart the competition, defining a bold and unforgettable brand vision, or maximising your marketing budget with smart media planning, our consultancy services are designed to cut through the noise and set your business up for success.
2
Creative Development & Positioning
Creativity with purpose is at the heart of what we do. From dismantling conventional ideas to crafting sharp, unique brand positions, we bring creativity rooted in strategy to every project. Whether we’re building killer creative briefs to inspire teams or defining a position that ensures your brand stands out, we make sure every idea drives action and delivers impact.
3
Communications & Messaging
Your message matters — and we make sure it resonates. Our communications strategies are crafted to cut through the fluff and connect deeply with your audience. Paired with marketing approaches that focus on moving the needle rather than chasing vanity metrics, we ensure your brand speaks with clarity, purpose, and impact.
4
Research & Collaboration
Every great strategy starts with insight, and we’re experts at uncovering the truths that drive smarter decisions. Through deep dives into research and engaging, results-driven workshops, we energise teams, uncover opportunities, and guide businesses toward impactful breakthroughs. Collaboration is key, and we make it happen with energy, insight, and a touch of magic.
Real Results, No BS
DIVE INTO OUR CASE STUDIES TO SEE HOW WE’VE TURNED BIG IDEAS INTO BIGGER WINS FOR BRANDS THAT DARE TO DO THINGS DIFFERENTLY.
2000 - PlayStation 2: Entering The Third Place
PLAYSTATION
2010 - John Lewis & Waitrose: Cooking Up a Storm
WAITROSE
2013 - Kmart: Making Low Prices Irresistible
KMART
2024 - Akaysha Energy Brand Strategy
AKAYSHA ENERGY
AWARDS
ALONG
THE WAY
2008
D&AD Pencil, Channel Five
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2010
UK Marketing Society Grand Prix for Waitrose
2010
UK IPA Effectiveness Waitrose, Gold
2011
British Arrows, Virgin Trains
2012
UK IPA Effectiveness Virgin Trains, Silver
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2015
Nomination - Bill & Melinda Gate’s Global Grand Challenges
2017
Cannes Silver, Tourism Australia, (PR partner)
2018
Cannes Lions Titanium, Tourism Australia, (PR partner)
2019
Australian Effies Gold, Silver & Bronze for McDonald’s & Volkswagen
2008
D&AD Pencil, Channel Five
2010
UK Marketing Society Grand Prix for Waitrose
2010
UK IPA Effectiveness Waitrose, Gold
2011
British Arrows, Virgin Trains
2012
UK IPA Effectiveness Virgin Trains, Silver
2014
Nomination - Bill & Melinda Gate’s Global Grand Challenges - 2014
2015
Nomination - Bill & Melinda Gate’s Global Grand Challenges - 2015
2017
Cannes Silver, Tourism Australia, (PR partner)
2018
Cannes Lions Titanium, Tourism Australia, (PR partner)
2019
Australian Effies Gold, Silver & Bronze for McDonald’s & Volkswagen
2000 - PlayStation 2: Entering The Third Place
PLAYSTATION
2010 - John Lewis & Waitrose: Cooking Up a Storm
WAITROSE
2013 - Kmart: Making Low Prices Irresistible
KMART
2024 - Akaysha Energy Brand Strategy
AKAYSHA ENERGY
WHO ARE WE
We are This Is The Day. A visionary
We are This Is The Day. A visionary
consultancy with a strategic bent
consultancy with a strategic bent
and laser focus on what others fail
and laser focus on what others fail
to see. Founded by Carl Ratcliff,
to see. Founded by Carl Ratcliff,
our collaborative approach cuts
our collaborative approach cuts
through the noise, challenges
through the noise, challenges
conventions, and uncovers truth.
conventions, and uncovers truth.
We build strategy that truly makes
We build strategy that truly makes
a difference. From organisational
a difference. From organisational
change to explosive new brand
change to explosive new brand
launches. Insight, creativity, and
launches. Insight, creativity, and
an unquenching thirst for original
an unquenching thirst for original
thinking govern every project. To
thinking govern every project. To
us it is about creating and making
us it is about creating and making
change — not for the sake of it,
change — not for the sake of it,
but for the betterment of business,
but for the betterment of business,
brand and the world in which our
brand and the world in which our
clients compete.
clients compete.
We are this is the day.
We are this is the day.
Ready to make tomorrow better?
Ready to make tomorrow better?
Let’s go.
let’s go.
From global brands to ambitious startups, if you’re serious about strategy, creativity, and shaking things up, we’re in. Whether it’s retail, tech, finance, NFPs, or something entirely different, the common thread is a willingness to think big.
No cookie-cutter frameworks or overcomplicated nonsense. We cut to the core of the challenge, ask the tough questions, and build strategies that actually work in the real world—not just in PowerPoint decks.
Absolutely. Whether you need a deep-dive workshop, a strategic tune-up, or a full-blown brand overhaul, we tailor sessions to get you and your team thinking smarter, faster, and more creatively.
There’s no one-size-fits-all here. While we lean on tried-and-tested strategic frameworks (think Stephen King’s Planning Cycle and creative problem-solving techniques like synectics), we tailor every approach to the challenge at hand. Strategy isn’t about following a template—it’s about asking the right questions and finding the sharpest answers.
Because we don’t do boring, generic, or safe. If you’re after sharp thinking, creative problem-solving, and a strategy that makes your competitors nervous, you’ve come to the right place.
FREQUENTLY ASKED QUESTIONS
Carl was wonderful to work with. He wasn't a typical 'CEO', always offering time to staff, contributing heavily to strategy and creative planning, all the while maintaining a cheery demeanor. Carl is honest, a brilliant thinker and, with both agency and client-side experience, a true marketeer that can cut through the noise.
Joanne Walsh
Head of PR & Culture, Diageo Australia
Carl is an extraordinary talent, one of the smartest people I've had the privilege of working with - and one of the nicest. Carl has a voracious appetite for learning and he goes out of his way to build his knowledge bank, through his observations of everyday life, his extensive reading and his conversations with other smart people. When he's tackling a problem he always looks at it from multiple angles which means you always get an interesting response from him, often something that no one else in the room would have thought of.
Chris Willingham
Global CMO, Brompton Bicycles
The joys of working with Carl are many and varied: a quick wit, insatiable curiosity, whip-smart analytical mind, natural creative instinct, relentless passion for campaign effectiveness, generous mentorship and impeccable Queen's English! With an EQ and CQ as high as his IQ, Carl is truly one of a kind.
Anna Bollinger
EPD, BMF Advertising
Carl is just one of those brilliant minds … I’ve such admiration for his capability, strategic prowess & articulation, creative instinct & stretchiness … and his latest work on Karrick spirit delivers nothing short of all that. Not just nice words on a page based on second hand observations, I’ve had the pleasure of working with carl for many years on many projects…he is someone I consider as my brand mentor and guru.
Trish Pegorer
MD, Mutti Parma, Australia
Carl is undoubtedly one of the most creative, insightful, and intellectual thinkers I have had the pleasure of collaborating with in my career. His approach to brand strategy is not just innovative but transformative, driven by his endless curiosity and an impressive breadth of knowledge. This unique blend ensures that his work is executed with the highest degree of effectiveness, care and passion. Carl's ability to articulate complex ideas in an engaging manner has greatly enhanced our brand’s messaging, which has not only been aligned with our organisational goals but has propelled us to new heights!
Shannon Rafferty
Head of Marketing, Roubler, B2B SaaS
TESTIMONIALS
WORDS FROM THE WISE
(AKA OUR CLIENTS)
What
Am I
Doing
Now?
Listening to Colleen