Sydney-based research and brand strategy consultancy Pollinate, which uses systems thinking to solve client problems, has opened its doors in Melbourne in response to client demand, appointing Allan Dib as Managing Director.

The opening of the Melbourne office was spurred by growing demand from Melbourne-based clients serviced out of Sydney.

An award-winning strategist with 25 years’ experience in Australia and globally, Dib was the researcher and communications strategist behind Procter & Gamble’s #likeagirl campaign.

His experience spans leading market research agencies (GfK, Ipsos, Sutherland Smith) and marketing services agencies (MediaCom, MSLGROUP, PPR).

He returned to his hometown of Melbourne 18 months ago after more than 15 years in London and New York.

As managing director of Pollinate Melbourne, Dib is charged with providing strategic counsel to Pollinate Melbourne clients and developing new business opportunities in the market.

Pollinate CEO Howard Parry-Husbands said: “Our Melbourne clients have been asking to have a Pollinate team on the ground for some time.

“When we found Allan, we knew the time was right.

“Allan combines extensive research pedigree with genuine strategic planning to bring an evidence-based commercial lens to business problems across a wealth of categories.

“For current and prospective clients, the Melbourne team will be an extension of the Sydney team – our way of working is collaborative and pooling resources across all offices to ensure all clients benefit from the full force of the Pollinate strategic thinking and institutional knowledge”.

Lion consumer insights & planning leader Rogerio Pereira welcomed Pollinate’s move south and said: “Lion has been working with the Pollinate team in Sydney for a few years now and we consider them a valuable partner.

“Thanks to Pollinate’s collaborative approach and wide-ranging expertise, we get more than just research – we also benefit from deep strategic insights into our business.

“Having a Pollinate office in Melbourne will strengthen these insights and we look forward to working with Allan”.

Allan Dib added: “I was drawn to Pollinate’s broad-ranging expertise across research, brand strategy, ideation, innovation and customer experience – a killer combination of services, which allows us to provide invaluable support as a trusted partner to our clients.