Building Brand Belonging: Rethinking communications for inclusion, integrity and impact.

  • 23 August 2023
  • 12:30 PM - 1:30 PM
  • Online


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There is rising expectation that businesses and their leaders are responsive to the needs and lived experience of the breadth of the Australian community – whether that’s response to climate change, diversity and inclusion, gender equity, recognition of First Nations people or ethical business practices. 

Responsible businesses create belonging both inside and outside their organisation. They play a key role in resolving social issues and embedding meaning into their brand that creates long-term trust and loyalty with customers, employees, suppliers and the community as a whole.

Sefiani’s Managing Director ANZ, Mandy Galmes and Head of Editorial Content, Alice Spraggon will provide case study examples of how local and global organisations are creating brand belonging and a practical framework to help clarify and prioritise the marketing and communications approach.

Topics Covered:

    • How should brands and leaders communicate with their stakeholders to foster inclusion and create belonging?
    • Should they focus on internal concerns or should they focus on external, societal issues?
    • Which stakeholders should they give preference to and how do they provide safe spaces for people to communicate and openly share their views?

    Key Learnings:

    What companies and leaders need in order to create belonging both inside and outside their organisations.


      Mandy Galmes 


      Managing Director and Partner ANZ

      With more than 20 years as an agency leader, Mandy has a proven track record as a strategic advisor and partner to businesses that are leaders, transformers and disruptors. Her work has spanned complex regulatory and legislative change programs, behaviour change campaigns, consumer product recalls, brand activations, occupational health and safety issues and reputational damage. Mandy’s skills in stakeholder management and risk mitigation are complemented by her creative approach to consumer engagement and brand building.

      As a business leader, Mandy is known for building people-centric agencies that are united around purpose. She is passionate about fostering the best talent in the industry and creating a workplace that enables all individuals to achieve their full potential.

      Mandy joined Sefiani from Hill+Knowlton Strategies Australia where, as CEO, she led the agency through three years of growth and transformation. Prior to Hill+Knowlton, she was managing director of Sibling, a purpose-built integrated agency in WPP dedicated to Westfield and before that founded and led Fuel Communications, now within Herd MSL.

      Alice Spraggon


      Head of Editorial Content

      Alice is Head of Editorial Content at Sefiani Communications. Holding a global role within Sefiani’s parent company Clarity Global Group, Alice leads the development of strategies and written content that position brands as thought leaders. With more than ten years’ international experience, Alice worked within Clarity Global Group’s communications team in its London office for three years, before moving to Australia in 2021 and joining Howorth, part of Ogilvy PR, as Client Partner. At Ogilvy PR, Alice led communications teams for Microsoft, Twitter and SAP and supported communications strategy and content creation for American Express. Alice has worked across a variety of industry sectors with companies of all sizes, and her sector specialisms are cybersecurity, enterprise technology, SaaS and FinTech.

      About Sefiani

      Sefiani is a leading Australian strategic communications firm that builds, enhances and protects brands and reputations. For over two decades Sefiani has worked collaboratively with clients to find their narrative, connect more meaningfully with audiences and demonstrate purpose.

      Our people are agents of change, positively influencing the way organisations and brands are positioned and perceived. We’re passionate about helping clients who are positive change-makers contributing to, or advocating for, a better future. We do this through communication that matters, at times that matter in the channels that matter.

      Sefiani’s sustainability practice supports clients through all stages their environmental and sustainability communications initiatives – from the development of corporate narratives through to employee engagement and campaign activation. Sefiani believes effective communications about

      sustainability to all stakeholders is not only a key focus for organisations – it is vital to their success.

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