GIAGO is what you get when you combine comedy, technology, celebrity and snacking. GIAGO is a joke you can eat! We're a startup snack food company and comedy brand that gives you access to comedy from creators all over the world. GIAGO is a edible experience that brings together two of life’s greatest connectors – food + comedy. Our red lentil based snack is good for you, good for the world, and good for the planet. Our business model is fuelled by an extensive viral eco-system providing low acquisition costs, an organic network effect, sales and customer data. Since joining GIAGO, I have created the brand book - strategy, positioning, look and feel, copy and messaging. I have put a research tender to pitch, appointed partners in research, media, strategy, and web experience, undertaken extensive consumer research, both qualitative and quantitative, brought on sponsorship partners with the top two comedy festivals in the world and worked with comedy talent agents to secure brand ambassadors. I have worked with consultants to develop an ambitious FMCG go-to-market strategy, and have tirelessly pitched (along with my CEO/Founder) to potential investors. As employee number one, my remit has extended outside marketing, and I have been involved in product development, manufacturing, licensing and copyright, comedy content and curation strategies, grant submissions, revenue modelling and pre-seed/seed capital raising.

I merged my agency, O'Shea & O'Brien into Banjo in 2016, bringing much loved client Sara Lee Desserts into the Banjo portfolio of clients. My initial role at Banjo was Planning Director, but after two years I transitioned roles to head up Client Service, with a key role in new business development. In 2020, independent agency, The Bastion Collective, acquired Banjo. I played an integral role within Banjo to ensure a smooth cultural transition, and to embed a philosophy of collaboration and cross-functional solutions for clients. The Banjo / Bastion Creative philosophy and key points of difference were strategic rigour, the process of 'creative certainty', and a deep understanding of behavioural change strategies. My key client focus during this time was the Cancer Institute NSW and NSW Health across the Tobacco Cessation and Vaping portfolios. This work was deeply fulfilling and achieved extraordinary shifts in positive health impact.

Following the management buyout of Kastner & Partners, with great excitement and energy, O’Shea & O’Brien was born. With foundation client Red Bull as our key priority, our strategic and creative agency proposition of 'creating lifelong fans for brands' won us many other clients. Our combined approach of groundswell type activity and traditional advertising led to long term strategic platforms for new clients; Sara Lee, Bacardi, SharkShield, The Jojoba Company, Wellfarm, Lifehouse O'Brien, Mariner Boating Holidays and pro-bono client Motor Neurone Disease Australia.At the end of 2016, O'Shea & O'Brien merged with highly awarded independent agency, BANJO.

Kastner & Partners in Sydney was owned by multi-national network Kastner & Partners Global, the worldwide agency for foundation client, Red Bull. From the Sydney office, we looked after Red Bull in Australia and New Zealand, leading the strategic direction, creative conception and creative execution. K&P in Sydney was seen as 'the jewel in the crown' within the Kastner network, which led to us working on a number of international briefs as well as driving the Red Bull business for our local region. A number of new client wins - Centro Shopping Centres, Parker’s Organic Juices, Dainty Entertainment and Air Niugini Airlines - shifted K&P Sydney from being ‘the Red Bull agency' to that of a wider boutique agency offering. The management buyout of K&P in Sydney led to O'Shea & O'Brien, with Red Bull retained as founding client for O&O.

Responsible for the strategic and creative delivery of ATL/Digital work for Coca-Cola brands: Mount Franklin, Powerade, Lift, Mother and Goulburn Valley; and previously at Mojo, for Nestle brands: Maggi, Lean Cuisine and Papa Guiseppe.Highlights included the launch of the new Mount Franklin positioning ‘Drink Positive Think Positive’, which achieved an extraordinary shift in brand health and maintained volume share despite 2 price rises and heavy discounting by MF competitors. And additionally the the wellofpositivity.com to accompany MF’s brand launch (250,000 messages of positivity to support campaign). wellofpositivity.com was a finalist in both the AIMIA Awards (best integration with an offline campaign) + IAB Awards (consumer goods).

It was one thing to survive at The Palace, and another thing to strive. An incredible career learning curve in Australia's most highly awarded agency (at the time). I was responsible for The Berlei Group, Roche Consumer Health, Caltex and Selleys. Key highlights included the Berlei One campaign which won an Effie (46% increase in sales on year prior, making Berlei the no. 1 and fastest growing brand in intimates); Wonderbra – Silver and Bronze AWARD winner; and Roche, with the launch of Berocca Performance resulted in 100% increase in sales after the first week of advertising and continued (YOY) throughout the following 12 months. Deemed the most successful launch Roche experienced in Australia.

Responsible for Reckitt Benckiser, Barbecues Galore and Manassen Foods.