Adrienne is a brand strategist with senior leadership experience in major global markets: UK, Europe, Asia, and Australasia. Following an early career in advertising with Ogilvy, McCann, and Leo Burnett, she co-founded a Specialist Brand Agency, initially called Voice in New Zealand in 1999. Voice quickly established a reputation for leading edge thinking and creative problem-solving for blue-chip global brands like Vodafone. Adrienne led the project team who positioned Tourism in New Zealand resulting in the ground-breaking and highly successful 100% Pure Campaign, also developing the quality assurance brand for Tourism. Positioning New Zealand as a country brand for the Millennium celebrations, developing one of the first virtual financial services brands, and building ongoing clients across many sectors – Financial services, IT, Communications, education, and consumer brands. Voice’s clients grew to include leading Australian brands, and the business expanded to Sydney. Clients included AMP, Vodafone, Qantas, NAB and creation of the Foreign Direct Investment brand for the Federal government. In 2006 Brand by Voice was purchased by Imagination Ltd, the world’s leading independent creative company with offices world-wide. Imagination Australia is now a leading contributor to the Imagination global offer.

Adrienne relocated to Hong Kong to lead a new project at Imagination positioning Nike for its market entry to China prior to the Asian Games, and 2008 Olympics. On successful delivery of this work, she was appointed Director Strategy Asia, reporting to the Asia CEO, responsible for client project strategy and business development. Working in China, Singapore, Japan and South Korea, Adrienne focused on key client acquisitions important to Imagination globally. Notable clients include Haier, PCCW Global, The Singapore Government in 2015 campaign, Tourism Singapore, HSBC, Cathay Pacific, Henderson Land, Samsung.

In 2010 Adrienne’s successful work in China led to a new opportunity and Interpublic Group appointed her to a new role for the group. As Executive Vice President working across the IPG group of marketing services agencies with the brief to develop and deliver an Integrated Marketing offer in China. Based in Beijing, she developed a successful strategy and methodology and led its implementation working closely with all Interpublic brands in China. Achieving greater collaborative business growth, embedding a culture of collaboration – and as pitch lead for key opportunities. These included Huawei global account, Mastercard Priceless China launch, key clients and initiatives in food, wellness, and luxury for Weber Shandwick.

Inspiring and coaching the younger agency team resulted in a series of workshops on creativity and brainstorming. Adrienne contributed to Weber Shandwick international thought-leadership, regional digital strategy, and business development, and was invited to present to EMEA senior leadership in London, on how she approached the integration role, with a focus on revenue growth attributable to collaboration.

A committed entrepreneur, on returning to Australia in 2013, Adrienne co-founded a successful brand consultancy The Now Protocol, working with blue-chip Australian clients and scale-ups, and subsequently in 2019, co-founding Brandd Agency, which rapidly developed a portfolio of large-scale and scale-up clients across a wide range of sectors.

Luminous Strategic launched April 2022 is a new model.

We offer the illumination of international agency expertise with the focus of a niche boutique. Inspired by Adrienne’s experience in collaborative project-based international work, we want to create a place where people can do their best work, with less layers and complications than the traditional agency model. Clients will have direct access to brilliant teams and our networks of specialist expertise. We work with large-scale and scale-up clients, to deliver value fast in increasingly complex markets and consumer worlds.