Curriculum Vitae April 2004
bella@theedge.au.com

Career Achievements
The Edge Media Group March '00 - Current
Creative Strategist providing end-to-end branding solutions for clients; as seen below in the areas of creativity, innovative solutions, and account management.

Creative initiatives and achievements with the following client’s have included:
Keycard – Strategy and Marketing campaign for launch, financial management, budgeting.
Developing Children’s Art Book for Education purposes.
Thiess – HDTV Digital Time-lapse solution recording the Bypass being built at Karuah NSW.
Pacific Publications – produced launch campaign for Total Girl Magazine targeting the 6-12 year old market, 30sec TVC followed by 15 sec TVC’s, positioning the brand. Response to advertising included 35K hits to website. Circulation growth from 50K to an estimated 70K
Pacific Publications - developed branding campaign for That's Life! Magazine,
pitched creative strategy, drove the process; wrote the Jingle and produced the TVC.
Implemented new technologies in the production process creating the commercial in HDTV (high definition television); this extended the value of client’s television campaign allowing penetration into other mediums (all from the same source.)
Negotiations skills allowed 90% commissioning before commercial complete.
Continued consultancy, creating a Radio version to compliment the original 1 x TVC.

Apple Australia (Testimonial) - pioneering HDTV with the integration of Final Cut Pro and a Pinnacle Cinewave capture card; the article focused on Final Cut Pro and the amazing new possibilities for clients and their branding campaigns.

Travel World - consulted to agency providing strategic branding solutions for new travel conglomerate; created jingle and moodboards to sell ideas, agency won the pitch.

Apple - generated copy , "power to the people" can be seen on the Apple Australia website
for their marketing of new consumer based products.

IBM – co-developed creative ideas for 3D “transformers” production, an interactive virtual tour that launched the Innovation Centre and IBM Global Services Australia.

Noisenet (ebusiness model) - devised strategic marketing deliverables for the music portal;

Holden – conceived creative branding strategy for “Heartland” Holden; agency produced TVC.

INXS – appointed as a creative business consultant; devised strategy for 2002 USA Tour. Global companies have since invested in INXS song rights for their advertising deliverables,

Video EZY – incorporating skills as a media analyst and strategic planner, developed sponsorship opportunity and execution, creating "Goodwill Games" TVC series.

Innovative solutions in the area of business development (analyst) have included the following recognised results:
Researched and monitored global trends in media production and distribution; developed the initiative of an online media portal; containing media libraries and target market resources. Business Plan formulated, led creative strategy with the design of the “smart site.”

Implemented the concept of a virtual team , throughput system via the Internet as proof of concept for the portal, passing the cost-effective benefits onto our clients.

Created Business Mentoring programs and continued development of client milestone paths.
Government’s Broadband Initiative (the ANP/Bits Program)
Researched and established corporate alliances.

Signing of NDA’s with Apple, IBM, Powertel,Transact, Commindico, and Westmead Hospital.
formed two consortiums. Created two seperate submissions -
Areas of the initiatives included, the proof of concept for:
1) Tele-medicine; a focus on Westmead Hospital and the Breast Cancer Unit of NSW.
With extra revenue streams identifed; from existing University / Hospital practises (allowing the world to contribute to our medical research.)
2) Security; a proposal on Overt Observation for the people rather than Covert Survalience
(a similar system has since been implemented in the Southerland Shire)
Project charters commenced and letters of acceptance were received from the Government. Both were shortlisted in the $40 million dollar grant to"Network the Nation”, however the monies attracted so much private funding it was unfortunate ‘we didn’t get to play.’
Creative consultant for Keith Wyness (Successful entrepreneur - Ocean liner / hotel developer);
1) Dreamworld pitch finalist with “virtual reality” the branding campaign,
(lead in to virtual television concept which is now reality TV),
2) Envisaged the idea of a “schools afloat” (like the CEO Harvard Business College)
The floating campus idea initiated development– of a complete Floating University;
Technology ship being built as education centre for the EU.

Relations officer and accounts service has included project management for the following:
Ways (overseas technology client) – managed teams to generate 2 x TVC campaigns,

Unitel – Managed the design team providing the creative frontend, for the web conferencing content management solution.

IBM – production co-ordinator on the building of an Innovations Center, IBM corporate.

RTA – produced video for the RTA on the construction of the Woronora Bridge using timelapse photography.
(Initiated plan to design a digital system- capable of high res output rather than video)
Managed the R&D team and built a network of suppliers.
Created a presentation incorporating benefits (for the RTA); compiled showings to the Minister (Proof of concept complete - coverage on Ch10 News- positive increase in public awareness)

Freelance Copywriter- Creative Conceptualist June '96 - Mar '00
Collaborated and sought own clientel, providing creative solutions for various products:

Hipgnosis Advertising - generated copy for brands including Cepecol, Campaign Brief, Absolute, and Bega Cheese ie "itsy bitsy, bega cheesy" used in TV,Print and Point of Sale,

Santos Coffee Products - devised communication strategy extending brand from it’s niche (supplier for Qantas) to a broader mass market; implmented creative idea of suppling coffee shops their “own brand” of coffee (to their customers pallet), oversaw production.

Euro RSCG Agency - provided creative direct marketing solution on brief, to communicate Euro’s profile, for the benefit of their clients

DDB Needham; copy submitted for Oak milk TVC

Streamline Advertising – generated concepts and creative execuction for launch of a new product Tom Cobb - 'The Original Cane Spirit'; Press, Radio, Cinema branding campaign.

City Rail - created strategy and copy for the Family Specials, Outdoor campaign
"priceless" now seen in advertisements for Mastercard.

Non-Fiction Clothing- devised strategy and creative concepts for youth market branding,

Marketing Store Worldwide - creative consultant for Macdonald's Happy Meals, creating point of sale, and “competition based” creative concepts to the youth market
“Playback is your Payback’ test market product for New Zealand .

George Patterson Bates Feb '93 - June '96
Controlled brands advertising placement and budget expenditure; Proctor & Gamble,
accountable for 6 products; media co-ordination, strategy, media co-ordinator trainer
Media Buyer; Nissan, Meadow Lea Foods, Channel 7, Bourgeois and Chanel
Media Co-Ordinator, launch of Optus Account, Press and Radio
Awarded Traineeship - used initiative and developed the GPB Work Experience package.

Awards
John Bevins Pty Ltd Encouragement Award for Media Strategy and Planning
AMI National Student Marketing Award for Excellence in the category of Creative Proposal
Winner of 2GB Radio creative competition.
Wrote winning entry for "Australia Post" Mail champ of the year competition.
Triple J "Write an Ad Competition - aired TVC, selected in top 10 out of 2500.

Education
Sydney Institute of Technology, Ultimo 1996
Completion of Marketing Diploma with Advertising Certificate & Advanced Certificate
Award School 1998
Completed Award School at Clemenger and VCD (with Siimon Reynolds),
offered to attend masterclass, continued working on briefs with Clemenger.
Green Frog Graphics 1999
Gained experience in software programs Photoshop, Quark Express, NLE's, Web
George Patterson Bates 1993 - 1996
Media Skills training program (I& II)
Completed 2yrs training program "Introduction to Advertising"
Finished 2 GP Scholarship “risk management” projects

Schools
SCEGGS Redlands, Sydney - completed HSC with entrance for university 1992
Marlborough Girls School & Beverly Hills High School, Los Angeles 1989, 1990

Extra Curricular activities
Veronica Science Challenge for Deaf and hearing impaired children 2003
DADAA ‘Arts and Disability Calender Project 2004’ 2003
Lifecoach 2001 – current
Launched Bellalala the brand, to inspire, motivate, challenge and educate all in society.