Ex-ICON Agency marketing director re-enters the scene with fractional marketing strategy business
Kathleen Gunther – a long-time marketing strategist who served as ICON’s marketing director for close to two and a half years – has officially launched a marketing strategy company.
Gunther Consulting’s mission is to strengthen marketing partners and agencies by providing them with access to the high levels of expertise and resources they need to achieve sustainable growth and bolster their brand presence.
The company’s services include social strategies and content calendars, content and competitor audits, planning for awards and custom channels, digital marketing strategies, and thought leadership. It also helps its clients engage with relevant industry partners and content creators to help elevate brand stories.
The Melbourne-based company will offer clients the advantage of having a proven marketing strategist on board, without requiring a full-time investment.
Kathleen Gunther
“Agencies, especially independents, rarely have the bandwidth or budget to focus on their own brand. This means they’re often missing the chance to stand out in a competitive market,” Gunther said.
“As agencies face tighter budgets, the rise of in-house teams, and the growing influence of AI, many are embracing fractional and project-based work as a flexible solution. If you don’t invest in your brand at the top of the funnel, you’re left competing only on price.
“In B2B, creativity is more critical than ever, yet recent reports report found that 77% of B2B ads aren’t likely to drive business growth. Brand strategy and performance marketing need to work in tandem, or else performance marketing becomes just noise.”
She said that when brands “try to be everything to everyone”, they can lose their way. So Gunther Consulting will help them get back on track, and carve out points of difference.
Her consulting business is the latest addition to Gunther’s career catalogue that spans 20 years across New Zealand and Australia, born from stints at indie creative advertising agency YoungShand, Social Soup, Virgin Mobile Australia and more.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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