B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • EssenceMediaCom
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Innocean Launches Brand Experience Advisory Lowercase
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Innocean Launches Brand Experience Advisory Lowercase
Marketing

Innocean Launches Brand Experience Advisory Lowercase

Staff Writers
Published on: 31st October 2023 at 8:41 AM
Staff Writers
Share
4 Min Read
SHARE

Innocean has announced brand experience advisory lowercase, the agency’s latest diversified offering.

lowercase, a brand experience advisory and implementation company with the vision to empower brands to become customer-centric and purpose-led, is launching this month in the Innocean group hub in Sydney’s Darlinghurst.

Matt Morgan & Jasmin Bedir

It will be led by Matt Morgan, who has more than 12 years of industry experience and a diversified skill set in marketing, brand strategy, and digital business transformation. He has led SEO and digital marketing departments at Zenith and Performics for enterprise-level brands including Aviva, Qantas, Ralph Lauren, and Google in London, Sydney, and Melbourne. He has also overseen CX transformations for companies like Westpac and managed brand strategy for St George, Dettol, and Heineken. Prior to lowercase, he held positions such as strategy director at Saatchi & Saatchi and head of marketing at Publicis Sapient, before joining Innocean as head of digital.

Morgan said: “In today’s market, consumers do not view companies as mere businesses; they see them as brands. We help Australian leaders see their businesses like their customers do, in order to prioritise investment in tactics that drive ‘Total Brand Perception’. Total Brand Perception is made up of the sum of every interaction a customer has ever had with a business, from pre-roll to packaging. But business leaders often struggle to control all of these interactions, weakening the consistency of brand experiences across the customer journey, creating a gap between brand and customer.

“A brand’s success is defined by the alignment between what it claims to stand for and people’s real-world experiences. lowercase recognises the paramount importance of this connection and aims to help companies close the gap between ‘brand on paper’, or how businesses see their company, and ‘brand in practice’, or how customers really experience brands, to achieve ‘True Brand Experience’. lowercase exists to put the needs of Australian customers back at the core of decision-making.”

Jasmin Bedir, Innocean’s CEO, said: “We have decades of experience building large global brands, but we have just as much experience in understanding what the customer wants, and that is sometimes completely misaligned with the tactics leaders focus on or sits in siloed advertising channels. Executives are looking for smarter decision making, efficiencies and less complexity, which lowercase will deliver, while also empowering brands to become customer-centric and purpose-led, ultimately enhancing their brand equity.”

A proprietary True Brand Experience (TBX) tool is the foundation of lowercase’s methodology, underpinned by extensive research, and the culmination of thinking, combining insights from the world of CX, digital marketing, brand advertising and SEO.

lowercase’s  2023 TBX Pulse Study surveyed 1,000 Australian respondents to understand the common features that Australia’s ‘favourite brands’ have that enable them to evoke enduring love and loyalty. The TBX Pulse Study found that customers are 3.1x more likely to ignore price when considering brand or product, 84 per cent are more likely to consider a brand as standing out from competitors, and 72 per cent are more willing to pay a price premium for a brand that delivers true brand experience.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: innocean, jasmin bedir
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?