VOICE founding partner returns to head up Sydney office

Following several years in senior strategy and executive roles in global agencies, strategist, entrepreneur and marketer Adrienne Bateup-Carlson will return to head up the Sydney office of Voice Brand Agency.

Being immersed in five key Asian markets has given Adrienne an international perspective and a practical understanding of how to operate and deliver excellence in different geographies, notably China. This experience is invaluable in a globalized economy, particularly to Australian businesses operating in the ‘Asian Century’ – where Asia continues to grow and expand at an unprecedented pace.

A deep understanding of and expertise in brand has set the direction for Carlson’s career, which spans over 20 years in the region. As a founding partner of Voice Brand Agency in New Zealand in the mid 90s, Adrienne played an integral part in the business – which quickly established a reputation for leading edge thinking and creative problem solving. The success of early jobs such as the repositioning of Tourism New Zealand, resulting in the highly successful ‘100% Pure New Zealand’ proposition, saw Voice expand into Australia, and in 2006 the Australian business was acquired by Imagination Ltd. Carlson moved to Hong Kong as Director Strategy for Imagination, where she led teams to win and deliver significant new business gains in the region, including major assignments for China Mobile, Haier, PCCW, Nike, HSBC, Henderson Land, Macquarie MGPA and Singapore Government.

In 2010 Adrienne relocated to Beijing, China to take up the challenge of establishing the integrated marketing offer for Interpublic Group in one of the world’s most important and fast growing markets. Working closely with IPG brands in China, Carlson developed the methodology and culture of collaboration between the group’s specialist agencies. This drove growth through collaboration and enhanced complex brand, product, channel and stakeholder relationships.

Carlson’s entrepreneurial passion for innovation inspired the co-creation of MaD, the first creative youth conference in Hong Kong, designed to inspire and empower a new generation of leaders.