Dale Rhodes

Creative Director/Brand Consultant

Australia

Dale has been responsible for some of Australia’s most successful brand and communications campaigns including Bloody Volvo Driver and The Northern Territory, It’ll never never leave you. Dale developed the powerful model of "brand as a conversation in the hearts and minds of stakeholders" and has particular expertise in purpose-driven branding. Dale has massive experience in brand strategy and internal and external communications across all media.

Volvo

  • Volvo was handicapped by an enduring brand stigma. The Bloody Volvo Driver campaign tripled sales in three years.
    Volvo was handicapped by an enduring brand stigma. The Bloody Volvo Driver campaign tripled sales in three years.

Chartered Accountants

  • Chartered Accountants had massive brand confusion with CPA. Campaign led to highest ever spontaneous brand awareness and 85% brand preference among students.
    Chartered Accountants had massive brand confusion with CPA. Campaign led to highest ever spontaneous brand awareness and 85% brand preference among students.

Northern Territory

  • The Territory needed strong differentiation. The campaign increased intention to visit 40%. Visitation by 10%. Voted most popular campaign by listeners of 2UE.
    The Territory needed strong differentiation. The campaign increased intention to visit 40%. Visitation by 10%. Voted most popular campaign by listeners of 2UE.
  • Camel
    Camel

Genea

  • Sydney IVF was increasingly confused with IVF Australia. Relaunched as Genea. Brand strategy, name, internal and external coms.
    Sydney IVF was increasingly confused with IVF Australia. Relaunched as Genea. Brand strategy, name, internal and external coms.

Kimberley Clark

  • We needed to relaunch an almost unbelievably improved product. 300% increase in sampling.
    We needed to relaunch an almost unbelievably improved product. 300% increase in sampling.
  • Leakage Freakage generates massive increase in market share.
    Leakage Freakage generates massive increase in market share.
  • Successful new line launch.
    Successful new line launch.
  • Poise is market leader.
    Poise is market leader.

QBE

  • Communications idea, end line, internal comms, external comms.
    Communications idea, end line, internal comms, external comms.

Bank and Credit Card Industry Security Inititative

  • Communicate change from signing to PIN for Bank and Credit Card Industry.
    Communicate change from signing to PIN for Bank and Credit Card Industry.

Dept of Health Pandemic Awareness

  • Govt needed to educate pharmacies about flu pandemic. Unwelcome message to busy people. Kung Flu Fighter massively exceeded all targets. 30% take-up of further education.
    Govt needed to educate pharmacies about flu pandemic. Unwelcome message to busy people. Kung Flu Fighter massively exceeded all targets. 30% take-up of further education.

National Portrait Gallery

  • Brand positioning and promotion of the new National Portrait Gallery. Visitation exceeded target by700%.
    Brand positioning and promotion of the new National Portrait Gallery. Visitation exceeded target by700%.

Steadfast

  • Steadfast rebrand before IPO. 3X oversubscribed. Brand, internal and external comms.
    Steadfast rebrand before IPO. 3X oversubscribed. Brand, internal and external comms.

Mortgage Choice

  • Mortgage Choice needed to differentiate in a crowded, rationally-driven marketplace.
    Mortgage Choice needed to differentiate in a crowded, rationally-driven marketplace.

Sydney IVF

CSIRO

  • CSIRO needed to unite around an inspiring brand vision. Brand manifesto purpose/brand film, internal comms.
    CSIRO needed to unite around an inspiring brand vision. Brand manifesto purpose/brand film, internal comms.

Shift

  • We needed a distinct positioning for Shift. Website, collateral, purpose/brand film.
    We needed a distinct positioning for Shift. Website, collateral, purpose/brand film.

National Census

  • CensusErnie
    CensusErnie

Scotts

  • Lawn Builder - Knot
    Lawn Builder - Knot
  • ScotttsOsmo
    ScotttsOsmo

Blasts from the past

  • One of the first commercials I ever did. Was the most successful charity commercial in Australia and in American history.
    One of the first commercials I ever did. Was the most successful charity commercial in Australia and in American history.
  • The first, and I think only lesbian pick-up scene in Australian advertising history.
    The first, and I think only lesbian pick-up scene in Australian advertising history.
  • NewWomanBubbles
    NewWomanBubbles
  • Directed by the inimitable Rey Carlson and so successful they ran it for eight years.
    Directed by the inimitable Rey Carlson and so successful they ran it for eight years.
  • ContinentalFloyd
    ContinentalFloyd