Brand strategy consultancy Black Sheep relaunches with focus on Asia

Black SheepA brand strategy consultancy has relaunched in Melbourne, shifting its focus on clients in Asia.

Brand strategist Craig Hunter has stepped back from his role as GM of Melbourne independent The Sphere Agency to relaunch the firm Black Sheep Strategic Group, which he originally started more than three years ago.

He told Mumbrella: “Running an agency is not my calling in life. What I love to do is brand positioning and strategy. I want to get out there and do what I do best, with a renewed focus on brands strategy for companies in Asia.”

Although running Black Sheep, Hunter will continue to work for The Sphere Agency in some capacity, he added.

Hunter has previously worked on brand projects for ANZ Bank in Singapore and Michelin in Singapore, Beijing and Kuala Lumpur.

Black Sheep started out under the name First Republic, and was later acquired by Australian communications group Photon, now known as Enero, just before the global financial crisis in 2007.

Craig Hunter

Craig Hunter

Hunter then switched to Photon-owned research agency The Leading Edge, where he was MD of the Melbourne office.

He moved to The Sphere Agency in 2011, stating that big agencies had lost their appeal.

Hunter moved from London to Australia 11 years ago to join DDB Sydney. There, he worked on the roll-out of Australian regional pay TV operator AUSTAR, and McDonald’s on the introduction of a lighter menu.

He later moved to the Melbourne office of DDB as strategy director.

Hunter said that he would continue to run Black Sheep from Melbourne for now, with a view to launching a physical presence in Asia if the business takes off.


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