STORIES THAT
SHAPED SUCCESS
Behind every great result is a great story — and Carl Ratcliff has plenty to tell. From launching the iconic PlayStation 2 with a campaign as weird as it was wonderful, to reimagining Kmart’s irresistible low-price promise, and even positioning a humble tomato brand as a premium powerhouse, his work at leading agencies has been nothing short of transformative.
Whether it was helping a global burger giant find its purpose or crafting a narrative for Australia’s largest battery storage company, Carl’s knack for solving the real problem, not just the one on the brief, set these projects apart. It’s all about big ideas, real results, and strategies that stick.
Behind every great result is a great story — and Carl Ratcliff has plenty to tell. From launching the iconic PlayStation 2 with a campaign as weird as it was wonderful, to reimagining Kmart’s irresistible low-price promise, and even positioning a humble tomato brand as a premium powerhouse, his work at leading agencies has been nothing short of transformative.
Whether it was helping a global burger giant find its purpose or crafting a narrative for Australia’s largest battery storage company, Carl’s knack for solving the real problem, not just the one on the brief, set these projects apart. It’s all about big ideas, real results, and strategies that stick.
IS THERE A
CHALLENGE?
Usually, the problems aren’t the problems iterated at first.
Once the truth of an issue is deciphered, we’re then able to frame the real problem, such as: How do you launch a new games console with huge technical potential but without any games to fulfil that potential?
Or, how do you help shoppers care that a preserved tomato brand is worth its significant premium in a commoditised private-label category?
Or, how do you position a battery storage business as the future of energy without defaulting to a future-of-energy cliché, already stolen by fossil fuel companies?
Or, how do you frame a brand purpose for the world’s largest burger franchise that doesn’t sound hollow, “me too,” or trite?
Or, how do you wean an internal marketing culture in a high street bank off the crack of performance media exclusively and invest in the principle of brand priming too?
Or, how do you elicit belonging and connectedness in a senior executive team with polarising styles and strategies, so that they might combine for the greater good of the business at large?
Every challenge tells a story, and every story reveals a solution. These are just a few of the thought-provoking questions I’ve tackled — each requiring sharp thinking, bold creativity, and a fearless approach to problem-solving. The outcomes? Real impact, measurable results, and brands transformed from the inside out.
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WHAT WE'VE DONE SO FAR
CASE STUDIES
Helping Kmart redefine its pricing game in 2013 was no small feat, but the result? A brand promise that still resonates today:
"We Make Low Prices Irresistible." From crafting a strategy to delivering a campaign that stuck, this project was all about
proving that affordability doesn’t have to come at the expense of creativity.
Launching the PlayStation 2 across Europe and AUNZ in 2000 wasn’t just about gaming — it was about creating a world. Enter “The Third Place,” brought to life by none other than David Lynch. Weird, wonderful, and completely unforgettable. Because when you can’t sell games yet, you sell the dream.
For 14 years, Pride In Diversity built a base as NSW’s peak LGBTQ+ body. The challenge? Finding their true north and crafting a brand proposition as strong as their mission. With a strategy that hit all the right notes, this project was about honouring their legacy while carving a bold path forward.
In 2010, the pairing of Delia Smith and Heston Blumenthal wasn’t just a campaign — it was a cultural moment. Crafting the retail and brand strategy that brought this chef duo together proved that sometimes, mixing the unexpected can be a recipe for success.
Reinvigorating McDonald’s wasn’t just about burgers — it was about brand brilliance. Helping them win a Gold Effie in 2018 reminded the world (and DDB) that creativity and effectiveness can go hand in hand, especially when paired with a little strategic sizzle.
Guiding an Australian agency to win Agency of the Year was no small task, but the magic of teamwork and sharp leadership made it happen. A wonderful accolade — and a testament to the power of collaboration.
Devised and delivered an organising brand strategy together with Orphan Agency, for the sustainable renewable energy business, Akaysha. Its mission is to lead the energy transition through innovative design and rapid deployment of mega-scale battery storage solutions. The brand platform, ‘Today’s most tomorrow company’ is one that has touched and inspired each aspect of its business, from core values and communications through to thought leadership editorial and energisation of its first super battery in Waratah.
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