Hi, I'm Oli Shawyer.
I'm a marketing
and branding specialist, hell-bent on challenging the 'norm'. Not accepting it.
With over a decade of experience that has included both building and running two separate marketing agencies in Sydney, Australia, I've witnessed (and admittedly been a part of) a lot of wasted marketing efforts. I've seen execution after execution go to market with no defined strategy. I've seen brands and products designed with no idea of who their audiences are. I've listened to people proclaim how people think, because it's how they think. I've swallowed a lot of 'it's how we've always done it'. Regardless of category and industry, it's a challenge for many. But opportunity for some.
What I get out of bed for
Combining the reality of how people actually think and make decisions, with a disciplined understanding of the marketing function, I exist to help ensure that building and maintaining a brand is not only as efficient, but importantly, as effective as possible by being grounded in the fundamentals of marketing, guided by a tightly defined strategy.
Key areas of focus:
Helping define your business
Having worked with many start-ups, and helping redefine established businesses, I can assist across the entire process, including business strategy development; defining business goals; setting of real objectives; the identification of the problem/solution value proposition; and all the bits within and around getting your business ready or realigned.
Getting to know your audience
As an early adopter of behavioural economics and a fan development expert,
I've developed an insatiable hunger to address how people actually make decisions when designing and executing marketing plans. From segmentation through to user-journey mapping, proposition and messaging development, I apply a much deeper understanding of human behaviour to drive more effective and relevant efforts.
Bringing your brand to life
Whether it be one part of the remit,
some, or all of it, I've spent many years strategically and creatively developing, and redeveloping brands. I can assist
in the development of your marketing and brand strategy; distinctive assets development; go-to-market plans; comms production and execution; media planning; and everything in-between.
Extending your team's capacity
Having cut my teeth in advertising and media project management, then more recently sitting at the coal-face in both agency and client roles built on aligned partnerships, I've a deep well of hands-on experience in managing projects and people. From defining briefs through to managing every supplier involved in each element of the process, I can help you keep your external partners honest and focused on your task at hand. Not theirs.
Kind words from others
Jason Doyle, Gtiffith University
"Oli is one of the thought leaders in the Australian sport industry, with a demonstrated track record of producing results. His appreciation for research and ability to translate the latest academic insights into marketing strategy is unique. His ideas are forward thinking and future proof - and applicable across sport and other high involvement consumer settings."
Some of my ponderings
With a burning passion and interest in human behaviour, I've built my reputation as a strategic problem solver by keeping the audience first and asking questions in doing so. I believe that most people are driven by emotion, rarely consume information provided, don't actually think about our brands as much as we do, and will almost always pursue the path of least resistance.