by Brook McCarthy | May 8, 2020 | Communication, Digital marketing
The Queensland Department of Agriculture and Fisheries has a big remit: to help get scientific research on land and livestock management into the hands of farmers, landowners and land managers. The Department’s audience are often older, technologically-unsavvy,...
by Brook McCarthy | Nov 26, 2019 | Communication
Daikin is a Japanese multinational air conditioning company with a 50-year history in Australia. Sold exclusively through its dealer network, Daikin runs a cooperative advertising model which funds up to fifty per cent of dealers’ advertising as long as they comply...
by Brook McCarthy | Oct 5, 2019 | Communication, Creativity
When I read Austin Kleon’s Steal Like an Artist, I realised I was robbing people already. I write for a living. And while I offer only a limited copy writing services nowadays, I do a lot of writing for my own business, including blogs, emails, sales pages, and free...
by Brook McCarthy | Sep 1, 2019 | Branding, Communication, Entrepreneurism
Nothing is a sure bet in life – except that anything that could go wrong, will go wrong. This is particularly true if you’re busy and especially cannot afford anything to go wrong. This cheery little message isn’t intended to contribute to the concerted worldwide...
by Brook McCarthy | Aug 12, 2019 | Creativity, Entrepreneurism
In 1972 in Jerusalem, Leonard Cohen, accompanied on stage by a full complement of musicians and singers, abruptly stopped singing “Bird on the Wire”. “I really enjoy your recognising these songs,” he said to the audience. “But I’m scared enough as it is out here, and...