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Award-winning creative director Tiara Lowndes has recently launched This is Anotherkind, a cultural consultancy designed to help brands better understand their most valuable consumers: women. Women account for 85 per cent of all purchases and drive up to 80 per cent of all consumer spending [1]. Yet more than 90 per cent of women say advertising doesn’t speak to them and almost half have changed their spending behaviour because advertising doesn’t feel made for women like the

Interview by Leah Morris. In the age of intelligence, craft is cut-through. With so many creative tools at our fingertips, the internet is flooded with images. And in the trope-filled beauty and skincare categories, it can be especially hard to cut through. So, when my thumb was halted mid-scroll by a beautifully inspired piece of work for Melbourne-based handbag label Sans Beast, I had to track down the talent behind it and share her work with our community. Introducing Ali

By Jess Lilley, Founder and Creative Partner at creative impact agency, The Open Arms. The Open Arms Founders Jess Lilley (Creative Partner) and Amy Hollier (Strategy Partner). The creative industry is built on the belief that being seen is the dream. We relentlessly optimise for visibility, figuring a brand nobody notices is one that isn’t working, starting with the sign above the door. For a family violence refuge, that sign is an impossibility. So how do you put safety at