Brand, media and communications research house Millward Brown has appointed Patrick Fry as director at its strategy consultancy Millward Brown Vermeer.

Launched in Australia in August this year, Millward Brown Vermeer is a global strategy consultancy that works with leading CMOs to unlock profitable brand-led business growth; the appointment of Patrick Fry as Director reflects Millward Brown Vermeer’s commitment to providing best in market strategy consultancy.

Fry will be responsible for leading Millward Brown Vermeer consultancy engagements in Australia and New Zealand.

Millward Brown Vermeer managing partner, Caspar Wright, commented: “Millward Brown Vermeer and its world-class consultants possess a unique combination of skills that enable us to bridge the gap between traditional market research houses, marketing boutiques and strategy consultancies. It is not an easy task to find the precise expertise required to help transform the brands and businesses of some of Australia and New Zealand’s leading companies, so I am excited to welcome a brand strategist of Patrick’s calibre to the team.”

Fry is a strategy and business consultant with over 15 years’ experience advising senior management of large multinational organisations across a diverse range of industries including FMCG, sport and financial services. Most recently Fry was Engagement Manager at 10EQS, the world leader in expert-driven knowledge utility, where he spent five years working with London2012 in a number of senior roles.

Fry worked for the Beijing Olympic Committee during the 2008 Olympic and Paralympics Games, and as Sport Business Manager, provided strategic advice and business management support to the Director of Sport and Heads of Functions. He was also responsible for the planning and delivery of the BMX Cycling competition at the London 2012 Olympic games and successfully implemented an IT development project for the Olympic Competition Schedule Management System that has since passed on to the International Olympic Committee to be used by future Olympic Organising Committees, including Rio 2016 and Tokyo 2020. Prior to this, Fry worked in a number of strategy positions for companies including Australian brewing company Lion Co, Braxton Associates (Deloitte) and Ernst & Young.

Fry commented “Today’s marketing landscape is more complex than ever and it has never been more important for brands to create financial value through the implementation of actionable consumer insight-led market strategy. I look forward to working with leading brands in Australia and New Zealand to help them realise a step change in brand driven financial performance.”