Independent communications agency York Street Inc has been appointed by Ozdare to deliver consultancy on brand positioning, audience segmentation and communication planning for its brands Kevin.Murphy and Eleven in Australia.
The engagement has been designed to help both brands grow market share in an increasingly large but competitive haircare category.
York Street Inc works on injecting senior talent into the Ozdare business utilising sprint based models. Running both discovery and design processes by working directly with internal teams across workshops, stakeholder interviews and day to day interaction across the marketing function.
York Street designs systems that put the power back into the clients hands, focusing on strategic work that the C Suite understands, because it delivers to C-suite objectives. Whilst ensuring the marketing and media teams can use this to activate on.
From the work itself, York Street Inc moved Ozdare away from demographics and instead grouped customers based on how they actually behave in category and across the consumer journey.
This allowed them to identify the audience most likely to: drive current sales; unlock new growth; and bring in new customers.
Each group was directly linked to real business outcomes – including what products they buy and how they contribute to revenue.
This output provides a clear framework for how both brands can scale their communications across Australia and internationally, ensuring consistency in how they speak to audiences while allowing for nuance in other markets.
York Street Inc, director of strategy Aristomenis Petropoulos said, this is the type of work clients are missing.
“With an ever increasing client in-house roster, coupled with senior marketing leadership being born from performance marketing or product, the work that’s missing is the purist “why” and the fundamentals of marketing. That’s what we bring to the table,” he said.
“When you mine triggers, culture, competition and your brands right to play, you land on real, monetisable battlefields for your potential customers with defined commercial roles and clear communication CVPs.
“York Street’s secret sauce is our ability to translate these strategic audiences directly to media activation through utilisation of York Street: Smarts. This is just one way we are using our new intelligence system into a commercial engine for clients.”
Ozdare head of retail media, George Leighton, said the work has helped reframe how the brands approach growth.
“Like a lot of brands in our category, it’s easy to fall into best practice norms. What York Street brought to that table was a commercial view of strategic audiences and demonstrated how and why to buy them,” said Leighton.
“The customer segmentation playbooks have given us a more structured way to think about growth across both Kevin.Murphy and ELEVEN. Not just who we’re targeting, but how we show up, what we say and where we invest to drive real impact. Having the York Street Inc team, inject into our business bring great energy, fresh perspective and the senior experience without the agency weight we needed.”
