Former Virgin Mobile CEO and TrinityP3 general manager launch new growth advisory
TrinityP3’s Lydia Feely and former Virgin Mobile CEO, David Scribner, have joined forces to launch a new consultancy aimed at helping marketers achieve growth in the current landscape and to fuel startups with capital support.
Named f(v)advisory, the consultancy will provide a level of expertise and a unique focus on creating sustainable growth, emphasising on unlocking the full value of the marketing function.
It is dedicated to empowering CMOs with best-in-class modules, tailored to streamline operations and amplify impact.
Feely – who will also remain as general manager at TrinityP3 – has experience in marketing and communications across Telstra, Westpac, Vodafone Australia, Suncorp, Orange, and more.
Meanwhile Scribner brings C-suite experience from oOh!media, True Local, as well as Virgin Mobile, placing him in the heart of understanding the pressures leadership teams are under.
F(v)advisory will operate with two distinctive, yet complementary, areas of focus: strategic advisory and capital solutions. The first, strategic advisory, has been designed to guide businesses through organic growth paths, offering insights to drive long-term value and market differentiation. Meanwhile, the capital solutions arm will provide funding to high-potential startups, offering financial backing as well as strategic guidance to scale effectively.
Feely and Scribner
The strategic advisory offering will help clients in several key growth potential areas – foundational, structural, and exponential. It hopes to enable clients to build momentum and scale effectively. In tandem, the capital solutions side of the business will draw on Feely and Scribner’s vast experience and expertise across industries, while providing early-stage funding.
“Having a combined history and expertise in delivering growth within some of Australia’s and the UK’s most successful brands from both a CEO and marketing perspective, we recognised the need for a different kind of strategic advisory firm – one that doesn’t just advise, but empowers companies to realise tangible, sustainable results,” Scribner explained.
Feely added: “Our mission is to align marketing and business strategy in a way that drives real value and opens up new areas of growth potential across the business.”
The duo felt now was the first right to launch an advisory because of three key market trends that highlight the need for marketers to refocus on growth: Increasing evidence of CEOs asking the marketing function to deliver more value and growth for business; an unprecedented and simultaneous change in technology and energy, which is widening the remit of marketers; and an escalating focus on ‘cost-out’, or driving cost efficiencies, at the expense of growth opportunities.
“With so many businesses seeking to get meaningful returns from their marketing function, we see an incredible opportunity to support them from both a strategic and capital perspective,” Feely said.
Scribner concluded: “We’re committed to ensuring composite marketing leaders have the tools, resources, and insights they need to thrive in today’s changing business landscape.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
advisory
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Consultancy
David Scribner
f(v)advisory
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growth advisory
Lydia Feely
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startups
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