OBSESSIVELY
DRIVEN
Honesty from the outset provides integrity in both the relationship and the work.
CREATIVELY
INSPIRED
Creative Brief Development
The foundation of every brilliant campaign? A killer brief. We take your scattered thoughts and distil them into clear, inspiring direction that creatives will actually get excited about.
Creative
Strategy
We don’t just think outside the box; we dismantle the damn thing. With creativity that’s rooted in strategy, we craft ideas that turn heads, spark conversations, and drive action.
Research &
Insight
The truth is out there, and we’re damn good at finding it. From deep dives into data to uncovering human truths, we bring insights that spark fresh ideas and drive smarter decisions.
Marketing
Effectiveness
Who needs vanity metrics? We focus on what actually moves the needle, delivering marketing strategies that make every dollar work harder than a 6 am spin class.
Communications Strategy & Approach
Say what you mean, and mean what you say — but let’s make it unforgettable. We shape communication strategies that cut through the fluff and speak to your audience like a best mate who really gets them.
Marketing & Media Consultancy
From media plans to marketing moves, we’ve got your back. We’re not here to burn your budget; we’re here to maximise it with strategies that get noticed and make noise in all the right places.
Brand Vision &
Strategy
Your brand deserves more than a nice logo and a catchy tagline. We help you craft a vision that’s bold, clear, and impossible to ignore — because forgettable is not an option.
OUR SERVICES
HOW WE MAKE IT HAPPEN
We’re not here to sell you services — we’re here to solve your problems (and maybe blow your mind a little along the way). Whether it’s rethinking your brand, cracking your next big strategy, or simply making sense of the chaos, we’ve got the brains, guts, and creativity to get it done. No fluff, no faff, just sharp ideas that actually work.
THE INGREDIENTS OF TRANSFORMATION
When you work with TITD, it’s not just a process — it’s a journey. A mix of sharp thinking, proven frameworks, and a little creative alchemy. Here’s how we make the magic happen:
1
THE FIVE BIG QUESTION
We start with Stephen King’s Planning Cycle to dig deep and ask the questions that matter:
1. Where are we?
2. Why are we there?
3. Where could we be?
4. How could we get there?
5. How will we know when we’re there?
These aren’t just placeholders — they’re the foundation for understanding your brand, your challenges, and your opportunities.
2
WHAT'S IN THE MIX?
It’s not just strategy — it’s my time, experience, and relentless curiosity. With close to 30 years in the business, here’s what you can expect:
-
Discovery: Deep dives, big questions, and uncovering the truths hiding in plain sight.
-
Thinking: Building sharp insights that connect the dots and challenge assumptions.
-
Crafting: Transforming ideas into tangible outputs like a hero strategy, brand narrative, or explicit recommendations.
-
Delivery: Sharing it all with you — clearly, practically, and with impact.
3
THE JOURNEY
Most clients come to me with assumptions about strategy and brand. My job? To challenge those assumptions, educate without patronising, and guide you through a transformative process. By the end, you won’t just have a strategy — you’ll have a newfound faith in the power of creative, disruptive thinking.
4
THE SECRET SAUCE
Over the years, I’ve developed my own unique approach to workshops, blending sharp facilitation with techniques like synectics — creative problem-solving at its finest. It’s a proven method for breakthroughs, tailored to the specific needs of each client. And with decades of experience across research, advertising, and comms, I know what works, what doesn’t, and when to skip the latest marketing fad.
5
THE OUTCOME?
Expect more than just metrics (although we love those, too).
-
Fulfillment: A deep connection with your work, your brand, and your team.
-
Clarity: A sharper understanding of your goals and how to achieve them.
-
Impact: Real growth in commercial performance, penetration, and brand love.
1
THE FIVE BIG QUESTIONS
We start with Stephen King’s Planning Cycle to dig deep and ask the questions that matter:
Where are we?
Why are we there?
Where could we be?
How could we get there?
How will we know when we’re there?
These aren’t just placeholders — they’re the foundation for understanding your brand, your challenges, and your opportunities.
2
WHAT'S IN THE MIX?
It’s not just strategy — it’s my time, experience, and relentless curiosity. With close to 30 years in the business, here’s what you can expect:
Discovery: Deep dives, big questions, and uncovering the truths hiding in plain sight.
Thinking: Building sharp insights that connect the dots and challenge assumptions.
Crafting: Transforming ideas into tangible outputs like a hero strategy, brand narrative, or explicit recommendations.
Delivery: Sharing it all with you — clearly, practically, and with impact.
3
THE JOURNEY
Most clients come to me with assumptions about strategy and brand. My job? To challenge those assumptions, educate without patronising, and guide you through a transformative process. By the end, you won’t just have a strategy — you’ll have a newfound faith in the power of creative, disruptive thinking.
4
THE SECRET SAUCE
Over the years, I’ve developed my own unique approach to workshops, blending sharp facilitation with techniques like synectics — creative problem-solving at its finest. It’s a proven method for breakthroughs, tailored to the specific needs of each client. And with decades of experience across research, advertising, and comms, I know what works, what doesn’t, and when to skip the latest marketing fad.
5
THE OUTCOME?
Expect more than just metrics (although we love those, too).
Fulfillment: A deep connection with your work, your brand, and your team.
Clarity: A sharper understanding of your goals and how to achieve them.
Impact: Real growth in commercial performance, penetration, and brand love.
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