Our expertise is focused on helping organisations and governments create greater value for audiences that matter to them.

Our expertise is focused on helping organisations and governments create greater value for audiences that matter to them.

Window looking inside of the Rowdy Inc office

We live and work in a world that increasingly demands greater value.

Comprehensively understanding needs and motivations of audiences and stakeholders is critical to offering products, services and communication that provides greater value.

Rowdy help you find where to focus your efforts to achieve greater value.

We combine marketing, communications and innovation methodologies that make sense to the project, client and operating environment to take a fresh approach to understanding audiences and being able to communicate, connect and activate them effectively.

To do this we take an outside-in approach allowing greater focus on the perspectives and needs of audiences rather than solely on the product, service, organisation or government. Benefits of this approach include:


Efforts and activities are aligned with audience or stakeholder preferences, pain points, and desires, leading to more relevant and resonant messaging and strategies.

Improved communication

An outside-in approach helps in crafting messages that speak directly to audience or stakeholder needs, increasing the effectiveness of campaigns and enhancing engagement.

Competitive advantage

Organisations and governments that prioritise understanding and satisfying audience or stakeholder needs are better positioned to differentiate themselves and/or outperform competitors.


It encourages a culture of innovation, continuously adapting and evolving offerings to better meet audience or stakeholder demands and trends.

Reduced risk

By aligning efforts with needs, organisations and governments are less likely to invest in products, services or strategies that may not resonate with their audience, reducing the risk of wasted time and resources.

Increased loyalty

Addressing audience or stakeholder needs and pain points fosters a stronger emotional connection, which can lead to increased loyalty and/ or repeat business.

Long-term success

An outside-in approach contributes to sustainable growth by ensuring that an organisation or government remains relevant and adaptable in a rapidly changing world.

Enhanced customer or stakeholder understanding

By actively listening to and empathising with audiences or stakeholders, organisations and governments gain deeper insights into their behaviours and motivations, which can inform product or service development, marketing and communications campaigns, and audience or stakeholder experience improvements.

At the core of our identity, we are a female owned organisation with a desire to promote diversity, economic growth, innovation, and societal progress, while also contributing to a more inclusive and equitable business environment. We have a particular passion for relationships and human connection – to each other and with organisations or governments. We actively seek diversity in people and perspectives. We inspire our clients to do the same by understanding the diversity of perspectives within their own audience segments to provide greater value to them.

How we work

The mix of methodologies we use span analytic and creative thinking. We apply Jobs-To-Be-Done methodology to create an outside in perspective, deeply understanding audience motivators and needs before direction setting and action to achieve greater value for audiences and stakeholders.

Our services focus on two core areas of discovery and development:

1. Qualitative and quantitative audience insights using the Jobs To Be Done methodology.

Often organisations and governments use Design Thinking to achieve innovative solutions to complex problems. Jobs-to-Be-Done methodology is best used before Design Thinking as it helps set the stage for more focused, empathetic, and successful design efforts by ensuring a clear understanding of audience needs and challenges. It enhances the effectiveness of the Design Thinking process by directing it toward solving the right challenges and delivering solutions that truly resonate with audiences or users.

We use Jobs To Be Done to go beyond surface-level data and strive to uncover the underlying motivations, needs, and contexts that drive audience behaviour. This comprehensive understanding of the audience enables informed decisions to be made, creates more effective solutions that drive greater value, and builds stronger connections to the audience.

Other benefits include:

  1. Focus on Customer Needs: Jobs To Be Done is centered around understanding the core needs and goals that audiences are trying to fulfill when using a product or service. This focus ensures that the methodology dives deep into what truly matters to the audience.
  2. Contextual Understanding: Jobs To Be Done emphasises capturing the context in which audiences ‘hire’ products or services to accomplish specific jobs. This contextual information provides a richer understanding of audience behaviour and motivations.
  3. Uncovering Pain Points: Jobs To Be Done seeks to uncover not only the positive aspects of a product or service but also the pain points and challenges that are encountered while trying to achieve the goals. This helps identify opportunities for improvement or change.
  4. Behavioural Insights: By examining the steps and actions audiences take to accomplish a job, behavioural insights are uncovered that can inform product or service design, marketing and communications, and user experience decisions.
  5. Segmentation: Jobs To Be Done can help identify different customer segments based on the jobs they are trying to do. This segmentation enables a greater degree of tailoring for communication to specific audience needs and preferences.
  6. Emotional Insights: Jobs To Be Done delves into the emotional aspects of audience decision-making. It helps uncover the emotional drivers behind product or service choices, providing valuable insights for marketing, communications, and branding strategies.
  7. Prioritisation: Jobs To Be Done allows organisations to prioritise audience needs and jobs based on their importance and the potential impact on the audience, helping organisations and governments to focus on what matters most.
  8. Continuous Learning: Jobs To Be Done encourages ongoing learning and adaptation by recognising that audience needs and motivations can evolve over time. This adaptability ensures that organisations and governments stay attuned to changing audience preferences.
  9. Cross-Functional Insights: The insights gathered through Jobs To Be Done projects can be shared across teams or departments, fostering cross-functional collaboration and ensuring that the entire organisation is aligned around a customer-centric approach.
  10. Innovation: By deeply understanding customer needs and motivations, innovation can be sparked by revealing unmet needs and opportunities for creating new products or services that better fulfill those needs.

Services: Jobs To Be Done workshops, customer research and analysis, segmentation and persona development, competitive analysis, user/ customer interviews and workshops 

2. Building a promise-centered value proposition

We develop Promise-Centered Value Propositions as a messaging strategy that emphasises a clear and compelling promise or commitment made by a product, service, organisation or government. We ensure the promise goes beyond merely describing product or service features and benefits; it communicates a specific, often emotional, outcome or solution that the audience can expect to receive.

Key elements of a Promise-Centered Value Proposition include:

  1. Clear and Memorable Commitment: The promise is communicated in a concise and memorable way, making it easy for audiences to understand and remember.
  2. Customer-Centric: It focuses on the value or benefit to the audience rather than the product or service itself. It addresses a specific problem or need that the audience has.
  3. Emotional Appeal: The promise often taps into the emotional needs or desires of the audience, creating a connection that goes beyond rational features and benefits.
  4. Unique Selling Proposition: It highlights what sets the product, service or organisation apart from competitors by emphasising what the audience will experience or gain that they can’t get elsewhere.
  5. Credibility and Trustworthiness: The promise is believable and supported by evidence or proof, ensuring that audiences trust that it will be fulfilled.
  6. Alignment with Brand Values: It aligns with the overall brand identity and values, creating a consistent and authentic brand experience.

Services: Value proposition development

We help organisations and government with direction setting to position them to deliver greater value to their audiences. We do this recognising that direction setting, and strategy are not simply documents and events – a workshop or a series of sessions – they are a process that starts by understanding the required future state and immediately working with insights from outside the organisation – the audience. 

The best strategy depends on factors such as its industry, competitive landscape, resources, goals, and the external environment. Often, a combination of strategies may be employed to achieve different objectives within an organisation such as a deliberate strategy for clear situations or an emerging strategy for those requiring more experimentation and time. Effective direction setting and strategic planning involves carefully assessing these factors and choosing the most appropriate strategy.

Our strategic process focuses on segmentation, targeting and positioning which are critical to marketing and communications strategy because they help organisations identify, understand, and serve their audiences more effectively. From there we confidently build a roadmap for aligning objectives, marketing efforts, and resources with customer needs and market dynamics, ultimately leading to improved competitiveness, value and/ or sustainable growth.

Other benefits of this approach include:

  1. Customer-Centric Approach: Segmentation, targeting and positioning is fundamentally centered around understanding and addressing the needs, preferences, and behaviours of audiences. It puts audiences at the forefront, ensuring that efforts are tailored to meet their specific requirements.
  2. Efficiency: Organisations can allocate their resources more efficiently by focusing on specific customer segments that are most likely to be interested in their products, services, or communication. This prevents wasteful spending on broad, untargeted marketing and communications efforts.
  3. Competitive Advantage: Effective segmentation allows an organisation to identify and cater to niche markets or segments that may be underserved. This can lead to a competitive advantage and/ or higher market share within those segments.
  4. Relevance: Positioning helps a product, service or organisation establish a unique and relevant identity in the minds of the audience. It clarifies what makes a product, service or organisation different and why it matters to the audience.
  5. Market Expansion: Segmentation and targeting can also identify new market opportunities and segments for growth.
  6. Resource Allocation: Segmentation, targeting and positioning helps in prioritising where to allocate resources, efforts, and budgets. This ensures that investments align with the most promising opportunities.
  7. Risk Mitigation: By understanding different segments and their needs, an organisation can diversify its audience, reducing the risk associated with relying heavily on a single segment or market.
  8. Measurement and Evaluation: Segmentation, targeting and positioning allows for more precise measurement of marketing and communications efforts. It becomes easier to track the success of campaigns and activities and assess the return on investment for each segment.
  9. Long-Term Growth: A well-executed segmentation, targeting and positioning strategy can contribute to long-term growth by building strong connections with the audience, fostering loyalty, and/ or expanding market share.
  10. Adaptation to Change: As markets and audience preferences evolve, segmentation, targeting and positioning enables an organisation to adapt its strategy to remain relevant and responsive to shifting trends and audience motivations.

Services: Marketing and communications strategy, communications strategy, internal communications strategy, engagement strategy, strategic intent, stakeholder engagement strategy, product or service innovation recommendations

The Direction is Set – Now What?

Strategy is the roadmap, but it’s the execution that creates the forward momentum. Well-implemented creative, content, and digital tactics are the vehicles that carry your brand to its destination. With each step, refining the approach, learning from the audience, and adapt to ever-evolving market dynamics.

Creative Distinctiveness

Audiences requires authenticity, uniqueness, and relatability. Well-implemented brand, creative design and visuals are the first impressions that draw or repel your audience. They convey your brand’s personality, message, and values.

  • Visual Storytelling: Creative assets bring your brand story to life, engaging your audience on an emotional level.
  • Memorable Branding: A well-designed logo, cohesive colour schemes, and distinctive visuals imprint your brand in the minds of audiences.
  • User Experience: Creative elements enhance user experience, from website design to social media visuals, making interactions memorable.

Services: Brand strategy, naming, logo and visual identity design, brand messaging, brand guidelines, graphic design

Content is king, and quality rules supreme. Good content must convey knowledge, inspiration, and value. Well-crafted content not only keeps your audience engaged but also positions you as an industry thought leader.

  • Educational Resources: Share insights, guides, and how-tos that empower your audience or establish your authority.
  • Compelling Narratives: Stories resonate. Craft narratives that captivate and connect emotionally with audiences.
  • Consistency: Consistent, high-quality content builds trust and encourages repeat engagement.

Services: Graphic design, corporate narrative, creative copywriting, business and government copywriting, scriptwriting, video production, creative direction, editing, annual reports, content strategy

In the digital landscape, your strategy comes to life. Well-implemented digital marketing tactics amplify your reach, maximize your impact, and drive results.

  • Website: A well-designed website is your digital shopfront, often serving as the first point of contact for potential audiences making lasting impressions and reflecting your professionalism.
  • Social Media Engagement: Leverage platforms to engage, interact, and foster a community around your brand.
  • PPC and SEO: Optimise search engine presence and run targeted ad campaigns that convert leads into customers.

Services: Digital strategy, website design and development, UX testing, social media strategy, digital advertising, search engine optimisation, search engine marketing,

The beauty of well-implemented creative, content, and digital tactics lies in their synergy. They form a cohesive ecosystem that reinforces your brand, communicates your value, and drives audience engagement. Consistency across all channels and touchpoints ensures that your audience receives a unified and compelling message.

Values we live by

Clear intent

We work with clients to be very clear on the intent and focus of a project before we begin and check in at intervals throughout the project.

Human centered

Our outside in approach and methodologies ensure people remain the focus of all projects and result in greater value for people.

Deliberately small

Clients value our agility, personalised customer service, responsiveness, and fast decision-making.

Generous leadership

We believe in empowering clients with knowledge to allow them to be self-sufficient or at least build their capability.

Values matter

We are clear on our values and work with clients who share those values.

All in

Once we take on a project nothing gets in the way of delivering exceptional work.

Values we live by

All in

Once we take on a project nothing gets in the way of delivering exceptional work.

Human centered

We always strive to produce amazing work – that simply works.

Clear intent

We work with clients to be very clear on the intent and focus of a project before we begin and check in at intervals throughout the project.

Deliberately small

Clients value our agility, personalised customer service, responsiveness, and fast decision-making

Generous leadership

We believe in empowering clients with knowledge to allow them to be self-sufficient or at least build their capability.

Values matter

We are clear on our values and work with clients who share those values.

We're proud to work with some truly incredible organisations.

Australian National University Logo for the Rowdy Inc Portfolio Page
Pharmaceutical Society of Australia Logo for the Rowdy Inc Portfolio Page
AMT Australian Maths Trust Logo for the Rowdy Inc Portfolio Page
MTAA Super Logo for the Rowdy Inc Portfolio Page
50 | 50 by 2030 Foundation Logo for the Rowdy Inc Portfolio Page
YWCA Canberra Logo for the Rowdy Inc Portfolio Page
Australian National University Logo for the Rowdy Inc Portfolio Page
Australian Government Services Australia Logo for the Rowdy Inc Portfolio Page
Museum of Australian Democracy Old Parliament House Logo for the Rowdy Inc Portfolio Page
Queensland University of Technology Logo for the Rowdy Inc Portfolio Page
LJ Hooker Logo for the Rowdy Inc Portfolio Page
Evo Energy Logo for the Rowdy Inc Portfolio Page
Australian Government Organ and Tissue Authority Logo for the Rowdy Inc Portfolio Page
CRJO Logo for the Rowdy Inc Portfolio Page
Exchange for Change Logo for the Rowdy Inc Portfolio Page
The University of Sydney Logo for the Rowdy Inc Portfolio Page
Australia Government Department of Industry, Innovation and Science Logo for the Rowdy Inc Portfolio Page
Parker Coles Logo for the Rowdy Inc Portfolio Page
Carers Australia Logo for the Rowdy Inc Portfolio Page
ACSO Logo for the Rowdy Inc Portfolio Page
Crana Plus Logo for the Rowdy Inc Portfolio Page

Conference partner

Digital partner

Rowdy is on the Federal Government Creative and Digital Services Panel*, ANU Marketing and Communications Services Panel, and a buy.nsw (NSW Government) Supplier.
*We can help deliver the government's commitment of sourcing from small and medium enterprises (SMEs).