With over 25 years of global experience in marketing, brand strategy (both development and activation), Michael has deep business knowledge across many industry sectors. He has spent much of his career creating and managing iconic, market-leading brands.
In 2009 Michael founded LOCKE, a strategic marketing and brand consultancy, driven to help clients think beyond their current approaches.
Michael and his team have helped many companies and their brands truly engage with their markets in conventional and digital spheres; returning them many millions of dollars and creating substantial growth platforms.
Michael is also a Fellow of the Australian Marketing Institute and a Certified Practising Marketer and was previously the Vice President of the Australian Marketing Institute.
Passionate about all things positive and progressive, Michael is an academic advisor for the University of Sydney Business School. In this role he mentors, manages and advises teams, working with clients such as Cisco, CSIRO, Deloitte, EY, Jones Lang LaSalle, QBE, SAP, THE ICONIC, The Smith Family, and Woolworths on a diverse range of industry-specific business issues.
“Marketing is not the most active social site, or an advert selling an idea that everybody will want – there is no ‘field of dreams’. Marketing is a consumer-centric process. Its single end goal is to optimise an organisation’s likelihood of success.”
Great referrals for Michael are organisations LOCKE can partner with for the long term, helping them be the best they can be – and better than their competition.
Three clear categories being:
- Mid-market movers – Privately owned businesses turning over between $5-100million, needing to think and move beyond their current market position and competition, refresh or refine their brand portfolio, combat or create new disruptive models/ offerings, etc.
- “Smart-ups” – Clever new players with truly unique offerings or business model and structure to support their growth. They need a distinctive brand built on true purpose and smart, efficient, effective and accountable strategies to achieve this growth.
- Brand and marketing divisions within global businesses wanting proven experts to manage distinct profit improvement and growth projects that their internal teams don’t have the capacity to manage.