There are two worlds that shaped how I see brands.

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The first was marketing.

 

For almost a decade, I worked behind the scenes, leading marketing across shopping centres, public spaces and lifestyle precincts. Working alongside retailers, hospitality brands, entertainment operators and national brands, I developed a deep understanding of how people and spaces are created. 

 

It's a discipline built on understanding behaviour and community. 

 

Creating event experiences that influenced consumer action. 

 

The second happened quietly.

 

For more than five years, I explored a very different way of seeing.

 

As an international channel, it taught me something strategy alone never could... 

 

Sometimes the most important insight isn't found in data but through the channel. 

 

Today, those two worlds have become one. 

 

Propel Creative exists at the intersection of strategic marketing and channeling.