Fierce Thinking Founder

Fiona King

Fi is the fearless leader and curator of a collective of seriously smart and creative talent. She brings a truckload of experience to Fierce Ideas stretching across several facets of brand, marketing, research, strategy, content, audience engagement and lead generation campaign development.

An institution within her right, Fi is an industry leader, an advisory board member for Vidcon, and has spoken on panels through Australia and Asia.

Her forte is leading the creation of new brands and reinvigorating existing ones; a skill carved through decades of work directing the launches of Australia’s most prominent hospitality, lifestyle, and entertainment names and increasing the profile of international brands in the Oceania market including Foxtel (and the channel brands distributed on the Foxtel platform), 20th Century Fox, Qualia on Hamilton Island, Travel Portland, Australian Museum, Vidcon, the ABC and many, many more.

Previous to launching Fierce Ideas, Fi was the Head of Marketing for Stan (a joint venture between Nine Entertainment Company and Fairfax Media) where she worked closely with the CEO to build their marketing and creative team from scratch. Juggling a budget of $20 million, she harnessed the power of data, technology and ideas to deliver the high-profile Rebel Wilson campaign exceeding brand and acquisition target after target.

Fi brings an infectious energy to both work and play, and personally has a penchant for good food, good wine, good memes, and fierce shoes.

Fiercely Creative Partner

David Brown

David began his agency life in Auckland and then Sydney working across ground breaking clients such as Eco Store, Greenpeace and Amnesty International – brands that were out to change the world.

He moved client side to become Creative Director of the Foxtel music channels, Channel [V], [V] Hits, Club [V], Max, Smooth and The Country Music Channel.

During this period David lead campaigns and drove branding for the music channels which saw their audiences becoming fanatics.

When this culminated in brand logos being worn as tattoos (and not the “just for the weekend rub-off kind”), you knew something transformational was happening.

You knew you were seeing brands achieve credibility at a cultural level that few other brands could hope to achieve.

With an overflowing shelf full of awards, DB has been recognised time and time again for his creative (and pragmatic) approach to branding.

These accolades also acknowledged branding for audiences ranging from youth to more mainstream, male and female-skewed demographics in both urban and rural Australia.

From a marketing communications perspective, David is a multi-channel threat, applying ideas across a range of touch-points including broadcast, print, live events, branded content, online, social and public relations.

He brings an enviable black book of collaborators to Fierce Ideas; from music artists to photographers, illustrators and directors. It would also be remiss not to mention he is an alumni of the Sydney Sculpture By The Sea.

And even though he’s a Kiwi, he’s learned how to say “six” without getting odd looks.

Fierce Commercial Guru

Ian Murray

Ian is a strategic advisor who assists businesses in the creative industries to grow, seek investment, and realise their value. He works with Australia’s most cutting edge and creative businesses and bring a wealth of insights, access to strategic partnerships, and on the ground experience to his clients.

Ian is an experienced, hands-on media expert who has had senior executive roles in both public and private businesses including COO of the branded content business Brand New Media and COO of the television production company Freehand Productions.

He uses his in-depth commercial experience to assist creative businesses to plan robust and achievable strategies to achieve domestic and international growth, financial stability, sustainable resourcing, and streamlined operations. He has advised many of Australia’s top television production, broadcast, music, design, advertising, media and entertainment companies as well as working directly with several government agencies.

Ian has a passion for all things digital.

Research Partner

Kellie Tyrrell

Kellie is a leading researcher, thinker and storyteller in the commercial world. She has spent the past 20 years building expertise in psychology-based theories and honing her craft. The Founder and Managing Director of INNER PERSPECTIVE, an established agency of 10+ years that approaches research from the simple perspective of knowing how to ask the right questions to identify the relevant problems. Her experience spans from big business (Coca-Cola, Sanitarium, Goodman Fielder to name a few) right through to start-ups.

She is wildly passionate about using her powers for good. She was taught by her mentor many years ago that “research is not great unless it illuminates possibility and provides the confidence to act” which forms the foundation of the commitment she delivers to her clients and partners.

Marketing Specialist

Karen Goldhawk

Brand Specialist

Lucy Lugton

Copywriter

Susan Burchill

Copywriters

Jenny Ringland / Erica Watson
(Green + Simple)

Copywriter

Milly Stilinovic

PR Partner

Lisa Poisel
(Feature Communications)

Director / DOP / Producer / Editor

Bruce Walters
(The Situation Room)

Photographer

Bruno Stefani

“Team Fierce Ideas - thank you for the tremendous effort you put into our brand and our company. From the first meeting right through to today your personal approach and brilliant minds have been an ever exhausting source of creativity and deliverability. We interviewed a number of agencies and are so glad we decided to work with you both. The initial stages of discovery and strategy, although exhausting, certainly ensured that what was delivered hit the target right on the bulls eye. You both delivered a franchise level brand guidelines doc that would be the envy of any company. From tangible signage to all digital assets your guidance on the bespoke approach is second to none. When I gave you the job I gave you the simple mandate “don’t fuck this up” I can truly say you delivered above and beyond my wildest dreams and the feedback from clients, staff, the industry and the community is overwhelmingly ‘it’s awesome”. We look forward to a long continuing relationship on both a professional and friendship level.”

Peter MosedaleDirector, Upstate

“Fi is Fierce. She partnered with us to create a Brand Strategy and Marketing Plan for our start up that is now the blueprint for our expansion into a global market. We particularly loved the workshops run by Fierce Ideas – they were smart and really powerful, giving the YBell team clarity on who we are as a brand and how we need to speak to our customers.”

Michael HoppeDesign Director and Founder, YBell

“Fi and her team have been amazing to work with from the get-go. Fierce Ideas handle my marketing and communications strategy and campaign ideation and execution delivery. I have used their services from the beginning to help launch my business and continue to use their services to grow my business. The team are creative and innovative with a great attention to detail which has helped us to get exposure in specific client markets and to grow our profile and client intake. I love Fierce Ideas boutique approach - nothing is too much for these guys! Excited to keep working together for many years to come!”

Lucy BeaumontOwner and Director, Scout Pilates

“I had the pleasure of working with Fiona on a consumer direct campaign – our first ever in the Oceania market – when she came up with the brilliant idea of collaborating with the YouTube-famous Bondi Hipsters to produce custom content. Fi was the glue for the project, on the ground through production, all the way through the post-production phase, but she really shined when it came to strategy. Fi was able to generate millions of views for the Portland brand in the Oceania market via an engaging and fun process, strong strategic thinking, production know-how and the ability to collaborate. Her approach allowed us to breakthrough, push boundaries and exceed our own expectations. I would work with her again in a heartbeat!”

Ajay DateVP of Marketing, Travel Portland

“Fi is the master of infiltration, extraction and smart thinking. The knack of being able to truly integrate Fierce Ideas to become an extension of our team, bringing a passion for your business that is infectious.

Fi has the innate ability to extract and dissect conflicting opinions, thoughts and visions of various stakeholders to compile a succinct, meaningful response to all challenges that are slung her way.

This was proven when Fierce Ideas was engaged by Solotel to crack what others could not,
defining the emerging yet what seemed indomitable Barangaroo House brand. The challenge was creating a brand strategy with a master brand and 3 individual venue brands, whilst overcoming already formed opinions about the venue.

Tenaciously, Fi and the team tore through the challenge with vigour and class. The end result is amazing creative, clearly defined experience guidelines, and a detailed brand immersion plan for staff to be rolled out post COVID.

The level of detail, ability to capture specifics that matter was the key to success in solving this brand problem. The partnership between Solotel and Fierce Ideas continues with the development of brand strategies for iconic venues like The Clock, The Bank Hotel, The Sackville, and Kings Cross Hotel.

We choose to work with Fierce Ideas because they get us, plus it is a whole lot of fun!”

Tara SullivanDirector of Experience, Solotel Group

“Fiona King and Fierce Ideas has had a huge impact on our sustainability lifestyle platform, Green + Simple both from a brand strategy and amplification perspective and via her mentorship.

Fiona is so genuinely passionate about what she does and it shows in every aspect of the way she does business.

Our deep-dive workshop sessions with Fiona helped us gain focus, prioritise tasks and also gave us confidence to pivot as our business changed direction. She is encouraging and motivating, with an innate ability to creatively adapt to any challenge or situation. She has given us guidance on video production, marketing, PR, digital strategy, the importance on building our profiles and brand, and more.

She truly is a marketing and brand professional and we couldn’t recommend her more highly. We relish every opportunity we get to work with her.”

Erica Watson and Jenny RinglandCo-founders, Green + Simple

Case Studies