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 Nina Kelly, co-founder and strategic director at BrandSociety.
1. How long have you been in Melbourne? If you weren’t born here, did you choose it or did it choose you?
I’ve been in Melbourne for just over 20 years.
Before that, I was living in New York, working in design, drinking apple martinis and having a great time. Then my dad passed away and everything changed.
I moved back to Australia to spend time with my mum on the Sunshine Coast and continued consulting for the New York agency I was working with. For a while, my global design career was run from a desk in the back of Mum’s house.
I distinctly remember reviewing a Johnson & Johnson project and thinking, “I may need a new plan.”
My sister was living in Melbourne, so I packed up and headed south. After London and New York, I knew I needed a city with a bit of energy and ambition. Melbourne felt like it took creativity seriously without taking itself too seriously.
That combination still suits me.
2. What’s the most Melbourne thing about the way you or your team works?
I’m the only Australian in the office, which sounds like the start of a joke, but it’s true.
Our team includes people from England, France, Vietnam, Scotland, the United States and a few other places in between. As a result, no two people approach a problem the same way.
I love that.
One person will look at a challenge through culture, another through commerce, another through design and another through behaviour. It makes the work stronger and the conversations much more interesting.
Melbourne has always felt comfortable with different viewpoints existing side by side. I think our studio reflects that.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
I’m a bit obsessed with Jo Horgan from Mecca, for her ability to protect a deeply human brand whilst scaling an extraordinary Australian business.
I’d also say Louise Olsen and Stephen Ormandy from Dinosaur Designs, because they’ve always stayed true to their own way of thinking rather than chasing trends.
I’m inspired by founders who build enduring businesses by knowing what to protect, what to evolve and what to leave behind. They all have a very clear point of view, which I think becomes increasingly important as businesses grow.
4. What’s a moment you had to back your gut over the safe choice?
I don’t think I’ve ever been very interested in the safe choice.
I studied science before moving into design, and I think that combination has permanently shaped the way I think. I’ve always been fascinated by the intersection of science, culture and creativity. That’s often where the most interesting opportunities reveal themselves.
I want to understand how things work, why people behave the way they do, and how seemingly unrelated ideas can come together to create value.
The challenge is that once you start pulling at those threads, you inevitably find opportunities that weren’t part of the original question.
We’ve built BrandSociety around the idea that opportunity is everywhere if you’re prepared to look beyond the brief. Often, the biggest opportunity has very little to do with what you were originally asked to solve.
5. If you were a Melbourne landmark, what would you be?
I’m not sure about a physical landmark, but I’d probably choose the BOM – the Bureau of Meteorology.
Running a small business often feels like preparing for four seasons in one day. One minute you’re in strategy mode, the next you’re solving an operational problem, then you’re leading a team, talking to clients or reviewing creative work.
Melbourne has taught me to expect the unexpected and not be too precious about changing direction. It turns out adaptability and embracing change are pretty handy skills when you’re running a business.
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.
