A Fresh Approach To Business Strategy: Andy Bateman

With 25 years’ experience helping brands, businesses and teams around the world achieve dramatic growth, Andy Bateman – who has the titles of former Telstra marketing director and Interbrand chief executive under his belt — is currently scoring big wins with his new growth strategy firm, Everyone.
Bateman tells B&T the four-month-old firm is “committed to unleashing latent growth potential for its clients through people, purpose and experience integration”.
In the pursuit of new growth opportunities Bateman and his Everyone partners insists the magic formula lies in an integrated approach focusing on three key areas.
“To build businesses that will significantly matter, we must create a sense of ownership with all employees — not just the leadership,” he said. “In constructing Everyone, we have focused on three interconnected areas; people, purpose and experience”
“The first area is defining purpose, mission and values — that is, how you engage employees from top-to-bottom within an organisation — to deliver better experiences for their customers.
“Second, we design ever better customer experiences that those people can deliver.
“It is about smart technology application in human-centred design and delivery and focusing on customer experiences that help the brand to stand out, be remembered and differentiate.
“Thirdly, we work with clients to create marketing and innovation strategy that can bring that differentiation to life.”
Bateman says the cross-functional nature of customer experience design necessitates a systematic approach linking these three areas into a cohesive strategy, rather than thinking about them as separate and discrete activities.
“It is about joined-up thinking,” he said. “In many ways, advances in tech and data have allowed us to re-think the customer experience and create a more sustainable differentiation for brands.”
Bateman claims it also requires creativity.
“I would not want to paint a picture that this is all about funnelling down from data and coming to some purely logical conclusion about fixing pain points — that’s largely hygienic,” he said.
“There is a layer of creativity that is required in a good strategy business that imagines new opportunities, new types of customer experiences, and designs new ways for customers to interact, as a basis for brands to differentiate.
“To do that, we need ideas and creativity not just strategy, research, process and integration.
“You can boil the ocean here but I think the critical thing is to design experiences that stand out.”
Achieving sustainable long-term business growth through corporate purpose, creativity and customer experience design, is no easy feat.
However, for Bateman, this is reassuringly familiar territory. His solid career track record replete with repeated wins on the scoreboard gives gravitas to his connected approach.
At Telstra, Bateman created the firm’s corporate purpose and values with the board and CEO leadership team during the fabled customer-centric David Thodey era, which translated into core value propositions. As Telstra segment marketing director, he headed all marketing across consumer, small and medium business, global enterprise and government, and the international business portfolio.
During this time, Bateman launched product and service initiatives across global cloud services consumer entertainment and mobility and doubled international brand awareness.
This resulted in multi-billion-dollar revenue growth for the telecommunications giant — despite the disruptive ongoing reshaping of an industry beset by rapid digitisation.
It was also during the three years he led Interbrand’s New York office; Bateman demonstrated his deft — and now signature — ability to steer firms through uncertainty.
In a city besieged by the Global Financial Crisis, he stabilised the brand consultancy’s earnings in 2007, and quickly led the top-line growth effort that doubled profits in the following years.
By the time he left Interbrand, the reinvigorated New York office had created Bing for Microsoft, won an array of client accounts including Intel, Thomson Reuters, Barclaycard, MoMA, and Victoria’s Secret — in addition to an impressive 90 per cent client retention rate.
“Interbrand was an incredible experience,” Bateman said.
“We had a brilliant team — we added a layer of provability and analytics to our approach which really differentiated it, and we were able to bring that rare thing of data and creativity together for clients.
“I feel very fortunate to have been a part of it, and I am proud to see that Interbrand continues to excel.”
It is hardly surprising that since launching Everyone in May this year, Bateman’s consultancy has quickly accumulated clients keen to engage his strategic vision and marketing expertise.
“The feedback and interest we have had from clients has really been positive,” he said. “The market hardly needs another player but it does seem that there is always room for experienced, quality thinking and people who really want to make a difference.
“It is early days but we are gathering momentum.”
With his passion for technology, combined with his flair for turning around businesses and building global footprints, it certainly sounds like Bateman’s boutique strategy business has much to offer local firms needing a fresh approach to addressing their growth challenges.
Please login with linkedin to comment
Advertising Standards BureauLatest News

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Samsung Slammed With $14M Fine By Federal Court For “Misleading Waterproof Claims”
Thank god we have Korean boy bands because some of the country's leading brands lead a lot to be desired.

Woolworths’ Andrew Hicks Named As One Of The World’s Top 50 CMOs
Woolies' marketing supremo celebrating with an iceberg lettuce or two after being named one of the world's best CMOs.

Nike To Become Latest Big Brand To Officially Abandon Russia
Russians set to queue for bread in their thongs as Nike becomes latest western capitalist dog to exit the country.

Netflix Co-CEO Meets With Reps From Google At Cannes To Strike A Potential Ad Partnership
Ads might soon be coming to Netflix. Although we're quite sure Messrs Warburton, Sneesby etc will be having none of it.

Harrowing Campaign Shows The Last Photos & Videos Of Suicide Victims
Ready the tissues at this incredibly powerful and brave mental health initiative.

Alfi Study Reveals Entertainment & Media Will Be Main Focus Of DOOH Ads Within The Next Year
DOOH continues to prove the hot category in adland. That said, B&T's still got a soft spot for towed plane banner ads.

TV Journo Goes Viral After Mistakenly Drawing Large Penis During Report Into The Capitol Riots
Were your school days full of drawing penises on the blackboard and afternoon detentions? Relive the good times here.

ACT Responsible Awards Wunderman Thompson Australia As One Of This Year’s Champions Of Good
ACT Responsible celebrated 4 Champions for Good from the agency, advertiser, NGO and public sectors who have made an impact in the social and environmental areas and helped improve the world through personal contributions or creative campaigns. “It is not an Award. There is no competition and there is no winner. The goal of this […]

Thursday TV Wrap: Footy Punts Seven To A Big Win
The AFL proved a ratings winner for Seven last night. Just not in Sydney, were no one gives a shit unless the Swans win.

WARC Announce The Winners For Their 2022 Award In Effectiveness
If B&T ever had an award for effectiveness, it would go to our publican for his 5-6pm half-price pints happy hour.

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]

Foodies Unite! Apply For The Food Category At The Australian Impact Awards Powered By Wavia
Is food your business? Well, why not sink your teeth into the Australian Impact Awards' food category.

THE TIME IS NOW: Entries For B&T’s Best Of The Best Close Today!
Do you loathe an overachieving colleague? Completely ruin their afternoon by making them do a Best of the Best entry.

‘Kill Your Advertising’ Documentary Launches At Cannes, Shaking Up The Current Sate Of The Marketing Industry
The state of adland to be laid bare in new doco. Sadly it doesn't have Sir Martin in the lead role of wanton spinster.

SICKDOGWOLFMAN Launches New Campaign For Moro Dubbed ‘Now Add you’ With Sweetshop
Moro is, of course, the olive oil brand & thankfully not the unpleasant chocolate found in the Cadbury's Favourite pack.

Cannes Diary: Atomic 212º’s Asier Carazo Reports
Atomic 212º's Asier Carazo talks the Cannes experience in this diary piece. And not just paying $42 for a baguette.

A Jury Insiders View From Cannes Lions 2022
Bomb again at Cannes this year? Glean some lessons here & be thankful you don't need to fork out for any Brasso Polish.

10 Recruits Natasha Exelby & Lachlan Kennedy To Captain New Breakfast Efforts
Wake-up with 10's Natasha Exelby & Lachlan Kennedy! Which is far better than waking up with that stranger from the pub.

Antipodean Gold Rush At Cannes As The ANZAC Spirit Triumphs
It's a chant of "Aussie, Aussie, Aussie" around Cannes' Pointe Croisette today. There's possibly a bit of vomit too.

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands
B&T’s Nancy Hromin is in Cannes and managed to bag a seat at probably this year’s highlight event – an audience with the one-and-only, Paris Hilton! The socialite took to the stage alongside CEO of VaynerX and Vayner Media, Gary Vaynerchuk, and Swan Sit the board director of Edgewell, Novabay and Far Niente. The trio […]

Five Ways Logos Have Changed Since Lockdowns Lifted
COVID's not merely enhanced our love of toilet paper and Uber Eats, but changed logo design argues this correspondent.

Google Creates New Way For You To Filter Through The News Stories You See
Tech company Google has announced a number of new updates to its News and Search features that will give users greater control and more validated information in the stories they see on their screens. The look of Google News will be changing dramatically, giving way to the side of the screen for a bar that […]

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors
While the marketing industry continues to keep its glaze focused on the South of France and the Cannes Lions International Festival of Creativity, a few thousands of kilometres further away in Manhattan there’s another “festival” going on. NFT.NYC is the biggest conjunction of Web3 artists and investors in the world and by the looks of […]

Contempt Of Court: Lisa Wilkinson Calls In The Lawyers Following Logies Disaster
Lisa Wilkinson joins Lisa McCune and Craig McLachlan in having a Logies win utterly destroy their careers.

Google Adds New Label On Search And Maps For LGBTQI+ Businesses
Mistakenly head out for a coffee only to end up in a gay sex sauna? You've now got this new Google feature to blame.

Brad Pitt Announces Retirement Plans (& Other Things) In Trippy Cover Shoot For GQ
B&T can barely afford to buy GQ let alone anything in it, but all is forgiven when Brad's on the cover.

Adform Unveils PwC Study Showing The Value Of First-Party IDs
You either love first-party IDs or you've never actually heard of them. This one's clearly for the former.

Twitter Will Soon Let You Go Way Beyond the 280 Characters Limit With Its New Notes Feature
Do you avoid Twitter for your anonymous trolling due to its word limits? Get set to be an utter prick with this news.

Wednesday TV Wrap: Gruen Delivers Strong Numbers But Seven Takes The Night
There's only one place to be for any self-respecting adlander on a Wednesday & that's the pub. Ok, maybe watching Gruen.

Reports: Rupert Murdoch Set To Divorce Jerry Hall
It appears the heat's gone out of Rupert and Jerry's love life. Rupert still denying it had to do with climate change.

Mastercard Uses Cannes To Unveil ‘Priceless’ Album To Support Emerging Artists
Mastercard to release an album that sadly won't include ABBA's 'Money, Money, Money' or Joe Dolce's 'Shaddap Your Face'.

Study Shows Aussie Marketers Still Lacking Maturity In Data Privacy Management
Study finds marketers lacking skills in data privacy. Not scared to fire-up the paper shredder if things get really bad.

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix. The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now […]

WPP Partners With Ukrainian Government To Support Economic Recovery
Cannes is too often a lot of hot air from entitled, white rich people. But it can also do good, like this initiative.

QMS Promotes Four In The Sales Department
It's promotions galore in the QMS sales team today, as discussions turn to the merits of the Audi over the Golf GTI.