Benjamin Haynes
Brand Strategist

Benjamin Haynes

Worked with Microsoft, Pfizer, and Accor Hotels.
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About

Benjamin Haynes is a senior strategy consultant with over 18 years of expertise in brand, communications, and media. He has extensive cross-category experience in FMCG, alcohol, hospitality, technology, tourism, pharmaceutical, and public health. Having worked for large companies such as MediaCom and Naked, Benjamin has led the strategy for high-profile brands like Microsoft, Pfizer, Accor Hotels, iNova Pharmaceuticals, Metagenics, Ethical Nutrients, Goodman Fielder, Diageo, ACP Magazines, and Absolut Vodka. As a former brand strategist at MTV Networks Europe, he has managed the launch of MTV France and MTV Netherlands, including the repositioning of The Music Factory (market leader in The Netherlands) after its acquisition by MTV.

Employment

6 roles
Jan 2007 - Present 19 years 4 months
Senior Strategy Consultant
Independent
  • Created brand, communications, and media strategies for a wide variety of clients.
  • Developed new businesses and worked with clients to generate additional revenue and revenue streams.
  • Involved in multiple categories, including FMCG, alcohol, pharmaceutical, insurance, publishing, health and wellbeing, tourism, technology, television, social sector, and education.
Nov 2011 - Nov 2015 4 years
Strategy Director
Jack Watts Currie

Jack Watts Currie is an independent creative agency specializing in brand creation and rejuvenation. Offerings include strategy, communication, advertising, design, and digital.

  • Developed effective and innovative communications strategies and integrated campaigns.
  • Identified growth opportunities for clients.
  • Managed the strategic and creative process to optimize ideas and ensure they deliver against both business and marketing objectives.
  • Oversaw new business development and conversion.
  • Planned and facilitate brand workshops.
  • Led in agency repositioning and accompanying bespoke internal processes designed to optimize outcomes and align key stakeholders.
  • Clients: iNova pharmaceuticals, The Pharmacy Guild of Australia, Michelle Bridges 12WBT, Rocks Brewing Co, Avocado's Australia, Accolade Wines, and UNSW.
Jan 2007 - Nov 2011 4 years 10 months
Head of Strategy
Capture Digital

Capture is a consulting firm focused on innovation and venture leadership; identifying, developing, and executing strategies to help businesses scale.

  • Developed innovative and effective uses of digital media for a diverse mix of clients.
  • Repositioned Capture among key clients from ‘executional agency’ to ‘strategy and digital partner’ and in some instances, lead agency.
  • Substantially grew the value of key clients through a combination of high-level strategy and the development of ‘big ideas’ for implementation across multiple channels.
  • Developed and sold in a TV concept to Lifestyle Channel, independently securing financial, media, and production support from Virgin Australia, Fairfax, and hotel partners.
  • Successfully developed and sold in a content-based digital platform and sponsorship packages for Post Script Magazine, resulting in an entirely new revenue stream for the company.
  • Managed the creation and conversion of new business opportunities.
  • Clients: Diageo, Budget Direct Insurance, and Unique Tourism.
Jan 2006 - Jan 2007 1 year
Strategy Director
Naked Communications

Naked Communications is an award-winning creative agency focused on creating integrated strategies and creative marketing solutions for the digital age.

  • Provided strategic advice relating to all aspects of brand, business, and communications development.
  • Worked as the lead strategist across ninemsn, OK Magazine (Australian launch), and Absolut Vodka with a focus on innovation and leading edge thinking and execution.
  • Voted Agency of the Year 2005, 2006, 2007, and 2008.
Jan 2003 - Jan 2006 3 years
Lead Media Strategist
MediaCom
  • Handled the media strategy development of a portfolio of clients over $30 million.
  • Oversaw the deployment of advertising dollars to ensure maximum ROI in both financial and non-financial measures.
  • Identified and monitored trends and new media opportunities by maintaining relationships with key influencers from music, fashion, media, PR, and community groups.
  • Successfully pitched on new business to the value of circa $5 million.
Jan 1999 - Jan 2003 4 years
Brand Strategist
MTV Networks Europe
  • Managed the launch of MTV France and MTV Netherlands, including the repositioning of The Music Factory (market leader in The Netherlands) after its acquisition by MTV.
  • Oversaw the Sources of Cool project, a bespoke pan-European research project to discover how, where, and why trends emerge within key categories of interest such as music, fashion, and technology.
  • Monitored and optimized programming and audiences.

Portfolio

1 item