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 Rachel Abad, founder and director at Looped-in.
1. How long have you been in Melbourne? If you weren’t born here, did you choose it or did it choose you?
I came to Melbourne from Brisbane in 2017 with an awesome opportunity to work on a $10 billion national freight rail project, and it felt like something I couldn’t say no too. I’d just spent the first 6 or so years of my career solely working on the Telstra brand so it felt like a random new adventure for a 20-something year old girl from the sticks.
I had always heard the call to come to Melbourne. I was a regional raised girlie, and I’d been slowly making my way down south from North Queensland even since I was 16. People kept telling me I was “so Melbourne.” I had no idea what they meant until I got here. Now I do.The art, appreciation of culture and music and expression of self felt so beautiful, fluid and natural here – like a form of magic. Arriving in Melbourne felt like coming home. And I ain’t planning on going anywhere anytime soon!
2. What’s the most Melbourne thing about the way you or your team works?
First and foremost, we do what feels right. I don’t have a single staffer on my books that works full time, but instead work solely with contractors per scope, because I know we can connect and deliver as equals and they can well and truly get paid what they are worth. I don’t do “9 – 5” at Looped-in, because we are human and follow our creativity, expression and flow with the reality of life – appointments, family, puppy walks and days where you feel a little shitty and need a moment. I’ve always been that type of leader, even as an ex-indie agency director – trying to encourage working with an individual’s needs and drive. I find it means that my team and I feel driven to do our best, service our clients in a more considered way and get to use our brain in a more effective creative and strategic way. Plus if you ever worked with me or my time, you know we are punctual and prepared. For me that is what feels like Melbourne – freedom of expression, connection and brilliance in a different kind of way than you expect.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
Oooh there are literally so many people!
First and foremost, David and Melinda from Senti opened my eyes to this incredible intersection of strategic behaviour change communications and expressive, considered and action-inducing visual design. I would never have seen the sheer power of creativity and strategy without them – so thank you!
I also have to shout out Ash Chand, CEO of The LOTE Agency and a revolutionary human-equity thinker. We’ve partnered together to deliver some incredibly impactful strategic multicultural communications, which has been just awesome! How does one human hold so much wisdom, whilst being so kind, considerate and just bloody brilliant? Beats me!
4. What’s your favourite Melbourne or Victorian campaign or project and why?
It wouldn’t be fair of me, as a former gunzel, to not say the Level Crossing Removal project! I’m a little biased because I worked on the project for many years, but level crossings can be actually super duper dangerous and this project is really helping community.
I grew up literally in the cane fields in regional Queensland, and 1km from my house was a level crossing where the freight rail trains and cane transporter trains would come past with some real gusto. No boom gates, and on a 100km road. I saw some pretty scary situations – so being able to be part of a project that is saving the lives of so many people by getting rid of these level crossings is a real honour and just an awesome initiative. Go Victoria!
5. If you were a Melbourne landmark, what would you be?
The rotunda at Edinburgh Gardens (Fitzroy North)! In my opinion, Edi is the epitome of community. In the spring and summer, there are sooooo many people coming together to reconnect, most usually after a dreary, vitamin d deficient winter – and it’s truly a beautiful spectacle.
The rotunda itself is the North Star that gives us our bearing. “We are just to the right of the rotunda – big red picnic blanket!” or “Let’s meet at the rotunda and walk from there.”
I like to think that the work I get to do at Looped-in gives people a bit of that North Star energy, whether that’s through qualitative research and data points giving people clear rationales for a new step forward, a value statement that articulates what they do and why they exist or a whole new brand identity that carves out a space in the world for them to own and hold.
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 business development, she brings the pragmatism, specialist connections and industry know-how to help agencies market their most important client — themselves.
