Category: Brand Strategy

Investigating how to best launch an established brand into a growing category

How do you expand a successful brand in one category to an unrelated category? A leading Australian icon wanted to leverage their brand into a new category. Simply asking the rational questions would lead to rational responses and limit opportunities. THE OPPORTUNITY Sprout was commissioned to develop the customer value proposition for this brand extension […]

Making an iconic grocery brand relevant to younger Aussies

business problem ______________ Our brand is a legacy brand. How can we make younger Australians buy and engage with our brand, OR do we need a new brand? objectives ______________ Develop an under-25-year-old strategy for the brand. Understand the journey from the first sip and how to make the brand relevant through communication, products, and […]

Matthew Walke

Senior Associate Consultant

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Stefanie Jones

Consultant

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Stepfanie Woon

Senior Consultant

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Walter Firgau

Senior Consultant

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Georgina Cunningham

Associate Consultant

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Lucinda Hunt

Senior Consultant

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Panos Kerasiotis
Panos Kerasiotis

Managing Director

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Panos is our Managing Director at Sprout Strategy, bringing extensive expertise in strategy and insights.

With a strong background in strategic marketing, brand strategy, customer experience, strategic pricing, communications, and new product development, he delivers data-driven solutions that empower businesses to make informed decisions.

Leveraging market research and advanced quantitative methodologies, Panos provides strategic advice across multiple sectors, including financial services, aviation, FMCG, professional services, and retail. He holds a Master’s degree in Analytics and a Master’s degree in Marketing from the University of Melbourne.

Callum Adams

Senior Consultant

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Joining the team in 2019, Callum is a Senior Insights and Strategy Consultant at Sprout. The greatest satisfaction he gets from his job is helping clients understand where their potential for growth lies, particularly via customer understanding programs. Callum’s current focus is building out Sprout’s technology platforms.

He recognises that the industry is being reshaped by new digital trends and technologies such as AI. As well as automating and streamlining inefficient processes, they will enable the ability to produce rapid and crucial insights.

Before Sprout, he worked as a project manager at Dapresy, a dashboard visualisation company. His role at Dapresy gave him an excellent introduction to the market research industry in Australia, where he worked closely with many of the major agencies. In 2020, he completed his Bachelor of Commerce at Australian Catholic University.

When he is not at work, Callum likes to workout and surf.

Lily Adams

Senior Consultant | Planet 30 Lead

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Lily started working part-time at Sprout in 2018 when she finished school. Since then she has moved into a full time role. She simply loves her job. She appreciates that she has so many great people around her to learn from and in whose footsteps she can follow.

When she was younger Lily would watch her mum (Elisa) run focus groups, She would travel with her and assist with these groups. From about 10 years old she knew she wanted to do the same thing!

In her spare time is a competitive cheerleader and is likely to be found training in a gym.

Kate Harrison

Senior Insights & Strategy Consultant / Planet 30 Lead

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Anna Mitchell

Account Director & Culture Strategist

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Anna has recently joined Sprout Strategy as Head of Strategy and Insights, bringing considerable commercial expertise and a passion for creating narratives, based on insights, that drive meaningful change.  She has considerable research and consumer insights experience in working for both agencies and clients, across a multiple and diverse range of industries and campaigns.

After graduating with a Bachelor of Business, majoring in marketing and IT management, Anna immediately began her career when she started working for a market research agency.  She spent a number of years travelling around the country doing qualitative research for a range of companies including nappy manufacturers, lottery agencies, food companies and financial institutions.

She then switched to the client side when she joined the insights team at Suncorp. She observed that despite the great work being done on generating insights, much of it was not being applied to improving the business and opportunities were being lost. This realisation has fuelled her passion for connecting insights to strategy that, in turn, drive behavioural change.

She also became very focused on activating insights that improved the employee experience as well as the customer experience. She believes the industry, as a whole, needs to become better at activating insights and leveraging data to create compelling narratives that help elevate the customer and promote customer centricity.

In her spare time, Anna loves to cook. She finds that cooking is a great way to relax and overcome stress. Someday, Anna has a dream of moving to the country to raise animals on a farm as well as become self-sufficient and setup a bed and breakfast.

Natasha Jarrah

Operations Director

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Natasha is the Operations Director at Sprout Strategy. It’s her job to ensure everything runs smoothly at Sprout. Her greatest satisfaction comes from enabling the Sprout team to deliver great work by helping to create an environment that is positive, nurturing and puts people before process.

She views her job, and business in general, as being about ‘uncomplicating’ things for people. It’s about making it easy to do business. Make it easy to connect with customers – understand what people really want and not just what they say they want.

Natasha has over twenty years experience in helping businesses succeed, starting at high school when she worked at her father’s business during the holidays. In 1990 she graduated from Queensland University of Technology with a Bachelor of Business. She completed her MBA at George Washington University in Washington DC.

Natasha believes in the importance of community and helping others to achieve their goals. She is committed to the values of honesty, integrity and loyalty, embracing a philosophy and world view that expresses compassion, understanding and pursuit of a higher truth.

In her spare time, she loves going to the beach and walking her dog Kuta.

Elisa Adams

CEO

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Elisa is the CEO and founder of Sprout Strategy and FutureEQ. For the past 30 years she has been at the forefront of understanding human behaviour and using this knowledge to help her clients grow their business.

Being passionate about understanding the full human story, Elisa has devoted herself to studying the latest theories, techniques and strategies around behavioural research and science. Most recently she has completed study at Harvard Business School on how to use Behavioural Economics to drive behavioural change.

Her knowledge and expertise has aided some of the largest and most prestigious corporations in Australia including Telstra, Subway and Suncorp. She also works with smaller clients, helping them to develop a better understanding of their target audience and the motivations that drive their customer’s behaviour.

She is an exceptional and thoughtful business advisor. A constant source of inspiration for the people around her, she is always looking for ways to improve the results she delivers to her clients. Elisa is a member of the Research Society, AMSRO, AMI, AICD and ESOMAR. She is currently completing her Certificate of Management Excellence at Harvard Business School.