We are delighted to welcome Nat Burcul to the Communications Collective leadership team. Nat brings a wealth of experience in marketing communications working with leading brands spanning property, architecture, design and luxury.
What drew you to the industry?
For as long as I can remember, I have always been an avid reader and have enjoyed being surrounded by words – writing and storytelling was ingrained in me from an early age.
It was my first role in an agency almost a decade ago, that I grew my interest in property, architecture, design, and luxury brands, and ever since working in this space, I love seeing how these different sectors are linked and can impact and shape our lives, particularly those that pursue excellence. I feel privileged to have worked with a diverse mix of clients in these spaces including Stockland, Little Projects, Neometro, Plus Architecture, Domaine Chandon, Stokehouse, Five:Am Yoghurt, Peter Rowland Catering, Orchard Piper and Sand Hill Road.
What are you bringing to Communications Collective and its clients?
My role at CC brings together my key strengths and passions – a love of the built form, beautiful design that delivers refined luxury, strategic thinking and delivering effective results.
It’s wonderful to be able to apply my dual skills in marketing and communications to this role, which I find invaluable to understand our clients’ unique needs including brand and strategy development, lead generation, media buy, sales and customer experiences and digital strategies. In particular, this experience ensures any strategic communications advice offered is always directed to driving sales and brand awareness to produce real commercial outcomes for our clients that aligns to their business objectives.
In this digital age, where there is no shortage of information at the touch of a button, what are the cornerstones of a successful communications campaign that cuts through?
Over the past decade we have seen incredibly vast changes to the media landscape. We have more content sources available at our fingertips, including social media opportunities to engage with our customers than ever.
What hasn’t changed, however, is the power of storytelling. I believe that people follow people and are drawn to unique and relatable experiences which is why some brands are so well received, and others not so.
In achieving a successful communications campaign, it’s important to understand your audience and talk directly to them in their language using the channels they will respond to. There is little value in sharing content on Facebook if your customers are avid consumers of the daily print news editions, for example.
Many brands fail to make genuine connections with their audience and this is where communications and PR is an invaluable, and effective marketing strategies do not overlook communications as a key ingredient.
What are some of the key communications trends to look out for in 2018? Where are the opportunities?
There’s always a new platform or channel that’s available. We seemingly moved from Twitter to Snapchat in a matter of minutes but what remains consistent is ensuring your messaging and voice marries and is true to your brand values. It is so important to ensure you remain true to your core values and reinforce your message – consistency is key and can breed successful campaigns.
Digital media has also given rise to global communities with more opportunities to reach out to new, even international, audiences.
Impactful collaborations with key partners and brand influencers will continue to be a key feature in any sound communications strategy, where market leading businesses, such as those that CC work with, can drive their thought leadership reputation and pave the way for others in their respective industry.
Marketing automation is coming to the fore and demonstrates just how sophisticated we have become in understanding our customer segments. Knowing how your customer likes to interact with your brand will soon see new opportunities for virtual reality and artificial intelligence to take hold – watch this space.