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A Q&A With Our Account Director, Frankie Bailey

We recently welcomed Frankie Bailey to Our Revolution as Account Director.

Frankie brings a decade of experience to this role. With time spent in London, Singapore and Sydney, Frankie has helped organisations including Unilever, Coca-Cola and Nestle create compelling and relevant brands.

We sat down with Frankie to discuss her passion for consumer brands, her experience across three continents and what she’s currently following. 

 

What attracts you to working with consumer brands? 

I have always had a fascination with the psychology behind people’s behaviour and thought processes. At the heart of consumer branding is understanding how people think, why they make the choices they do and how that might evolve in the future to ensure we create the best possible solution for brands.  

 

You’ve worked in London, Singapore & Sydney, have you noticed a different approach to consumer branding across the three continents? 

My time in each location definitely brought with it new approaches. This was partly because of the country and the life-stage it was in, but also due to other factors changing the way consumers think and behave.

During my time in London consumer branding was fast, it was an extremely competitive environment in the supermarket, however the rise of online shopping was really shaking things up. The big unknown was ‘how is digital going to change consumer branding and what does online shopping mean for the physical pack?’

Singapore was a really interesting time; however, the majority of consumer brands sold there are imported into the country without much local design adaptation. Most of the Singaporean consumer brands were still in their infancy and they were just beginning to understand the power of branding both locally and for export. 

Over the last 4 years in Australia I have really noticed the shift from the larger FMCG businesses and Supermarkets holding the power vs independent companies appearing and reshaping the categories. Convenience, transparency and digital seem to be the key drivers, and nearly everything is now available for delivery via an app. This is of course a global trend, but what I believe is interesting in Australia is that most people want to buy into ‘Australian’ products, ingredients and local businesses. It’s been great working with some of these independent companies and entrepreneurs who think differently and are open to a new approach.

 

What emerging brands or categories are you currently following and why?

There have been a lot of plant-based meat and dairy brands launching recently. It’s intriguing to see how different brands educate consumers on the new category and where they put their focus be it on nutrition, taste, science or ethics. These products are also changing the traditional supermarket layout with meat, dairy and ‘vegan/vegetarian’ usually being kept very separate from each other.