In this series, we’re taking a look at some of the most creative faces in Melbourne with some help from our friend Kathleen Gunther, who partners with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. This week, we spoke with Kerrie Ryan, managing director of Communicado.
1. How long have you been in Melbourne? If you weren’t born here, did you choose it or did it choose you?
Melbourne born and bred. I started life in Elwood, moved to the suburbs, and then found my way back about 30 years ago.
I love everything about my neighbourhood. Walking the Elwood canal, admiring the local artists at the open-air gallery, reading the local history embedded in the footpaths, its Art Deco buildings and enjoying a coffee at the beach kiosk is the best start to the day.
2. What’s the most Melbourne thing about the way you or your team works?
We genuinely enjoy working with other agencies. No territorial nonsense, no unnecessary egos. We’re quite happy to recommend another agency if they’re the right people for the job, and we love collaborating with people who bring something different to the table.
Our starting point is always what’s best for the client, not what’s best for our agency.
It’s a very Melbourne way of working, I reckon. Friendly, collaborative, a little competitive when it counts, but ultimately wanting everyone to do good work.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
Early in my career, John Ziegler (ex-chairman and CEO of DDB Group) was someone I really wanted to work with. So much so that I volunteered to write an article purely to meet him. It worked and I landed a job at Kuczynski & Ziegler. It taught me early on that if you want something, you need to make it happen rather than wait for someone to offer it to you.
I’ve learnt from some brilliant people along the way, but these days some of the people who influence me most are sitting in our office. Our heads of department are now shareholders in Communicado, and I love that they bring different perspectives, challenge my thinking and aren’t afraid to tell me when they disagree!
4. What’s one unspoken rule of doing business in Melbourne?
Don’t get too big for your boots. It’s a small town and people have long memories.
And never underestimate the value of relationships. Some of ours have evolved well beyond the traditional agency-client relationship. We’ve invested in businesses run by people we believe in, including clients, former clients, and mentors.
5. If you were a Melbourne landmark, what would you be?
South Melbourne Market. I love a good dimmy! It’s a bit fruity, a little gritty, full of hustle and is not particularly polished.
It’s got a bit of everything, doesn’t take itself too seriously and still gets the job done.
And I love that it’s all about people – passionate operators who know their stuff, care about what they do and aren’t afraid of a bit of hard work.
Sounds pretty familiar, actually.
Kathleen Gunther is the founder of Gunther Consulting, partnering with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. With expertise spanning digital marketing, brand strategy, PR and communications, she brings the pragmatism, specialist connections and industry know-how to help agencies market their most important client — themselves. Kathleen also serves as a Board Member of AWIA, actively shaping Australia’s digital landscape and championing inclusivity in the industry.
