We are humans made of emotions and senses.

Connecting brands with culture on social and digital platforms.

We can reach deeper, go further to entertain and engage our audience.

As a creative leader, brand specialist and content storyteller. I’m passionate about developing innovative strategies and deeply engaging creative solutions for brands, commercial enterprises, agencies and start-ups.

Creative solutions that shift how consumers think, feel and behave.

About

  • Hello, I’m Pat Baron.

    I’m a creative leader, brand specialist and content storyteller. Passionate about developing innovative strategies and deeply engaging creative solutions for brands, commercial enterprises, agencies and start-ups.

    My expertise spans numerous multidisciplinary specialties including brand strategy, creative leadership, brand storytelling and entertainment. With experience across Australian, North American, European, and Asian markets.

    Having recently been Head of Brand and Creative at the worlds largest NGO, Red Cross, I am also passionate about using these skills to have a positive impact on humanity, society, equality and our environment.

    I have been recognised as one of Australia's most awarded strategic and creative leaders in advertising, with multiple honours from Cannes, One Club, D&AD, Effie, TED, and other prestigious awards. I’m the only Australian Creative Director to have had work both awarded by TED and housed in the London Design Museum.

    A One Club for Creativity, ‘International Board of Director’, I was also the inaugural ‘Creative of the Year’, at the Australian Creative & Effectiveness AC&E Awards.

    I have also led and developed world-class creative teams, campaigns, and pitches for brands and agencies, globally and locally, such as Red Cross, Toyota, Microsoft, GSK, Google, AGL, Red Cross, Melbourne International Film Festival, University of Melbourne, Coca-Cola and more.

    Based out of Melbourne, Australia, I currently consult and freelance across a range of assignments, ranging from specialist one-off projects, to longer-term retained relationships, and partnerships.

  • Head of Brand & Creative
    Red Cross
    2023

    Executive Creative Director
    HERO Group
    2022

    Chief Creative Officer
    McCann Australia
    2015 - 2021

    International Board of Director
    One Show for Creativity
    2017 - 2021

    Chairman, Creative Council
    McCann APAC
    2016 - 2019

    Executive Creative Director
    McCann Melbourne
    2013 - 2015

    Creative Director
    McCann Melbourne
    2010 - 2013

Strategic Services

My process is centred around a strategic framework.

Understanding the audience, product, service, brand and market insights that inform the creative approach and the desired outcome are critical steps in delivering human-centred, innovative and transformative work.

I provide full purpose driven brand strategy and creative strategy services including brand narratives, insights, brand architecture and workshops.

  • Provide a thorough exploration of current marketing, branding, voice, customers and personality.

    As well as a deep dive into the competitive landscape. Spending time walking in your customers shoes up-front can save you time later.

    Researching the needs and desires of your target customers is the first step of crafting a good branding strategy.

  • As soon as you have more than one offer, you have more than one story. A well-designed brand architecture ensures all your stories work together.

    Working with your business goals and your brand vision, we help identify which brand model best suits your needs, how to align your current model with any new thinking, and work with you to transition into the new architecture and prepare your brand for growth.

  • Building your brand, service or organisations awareness is the extent to which potential customers are familiar with your business, products, services, and values.

    It includes familiarity with the company name, logos, messaging, jingles, colors, and other elements that make up a brand identity.

    When people are familiar with your brand, they are more likely to choose you over your competitors.

    Brand awareness builds recognition, allowing customers to connect with your products or services effortlessly.

    Trust also plays a significant role. When customers repeatedly encounter your brand and have positive experiences, they develop a sense of trust and loyalty, making them more inclined to choose your offerings.

    Brand awareness can give you a competitive edge by keeping your business top of mind and helping you stand out.

  • We find a simple, differentiating, relevant and true connection between your business and your customer.

    Then craft a vision which helps your employees and customers understand why they should care about your business.

    Then build a compelling story around that statement.

  • A Brand strategy is an essential part of a successful marketing plan that involves creating a unique, unified identity for your company.

    It helps you build trust, loyalty, and recognition with your target audience by communicating a consistent message across all channels.

    Brand strategy helps businesses build their identity, which in turn drives preference, awareness, and brand equity.

    By crafting an original voice, purpose, and image for your company, a corporate brand strategy ensures that your business is recognisable and attracts loyal customers.

    Finding the best brand strategy that reflects the intricacies of your business is a prerequisite to building brand engagement.

    An effective brand strategy can help you stand out in a competitive market, establish long-term customer loyalty, and drive growth for your business.

    Element also include, your brands purpose, voice and tone, design and visual identity and story.

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Creative Services

I have held senior level creative roles in Australia and abroad and am passionate about providing clients with brave world class creative. Creative that shift what consumers think, feel and do.

My integrated creative expertise spans brand storytelling, broadcast, digital marketing, social content, activations, live experiences and bespoke brand content and design projects.

  • Breathing life into a brand through authentic stories that captivate audiences.

    Collect, source and construct clear narratives around specific messages and content.

    All my creative work has a sense of storytelling designed to captivate audiences, to take them on a transformative journey.

    Brand storytelling uses narratives to create an emotional, value-driven connection between your customers and your brand.

    The most powerful stories are authentic and connect back to your brand values.

  • In todays digital and content landscape advertising is competing on large digital and social platforms for the attention of audiences heart and minds.

    Brands have to entertain and behave more creatively to engage and capture audiences attention.

    That could be an activation or a live experience, it could be a series of short films, a book, a song, music festival, social movement, fragrance and more.

    We are humans made of emotions and senses and we can go deeper than traditional advertising.

  • Being a creative leader is about developing an environment that nurtures and inspires remarkable work, pushing thinking into new and original territories.

    Guiding people toward the idea they know they are close to finding.

    There are no one size fit all solutions in creativity, a good creative leader, understands and promotes diversity in ideas, personalities, identities, opinions and cultures.

    I oversee the entire creative process with external gencies. Or I lead and inspire creative teams, including designers, film and video directors, photographer, copywriters and art directors.

  • Generate original, innovative and irresistibly compelling ideas that solve clients business problems.

    Ideas that live in popular culture. Across existing, new and emerging media.

  • Brand guidelines ensure consistent expression across all aspects of your marketing.

    Consistency helps customers recognise who’s telling the story, no matter where you’re telling it.

    Your visual identity should reflect your positioning statement and include consistent elements that represent the themes of your brand, like your logo, and specific typography and color palettes chosen for your aesthetic.

    Including elements used across all touch points, such as websites, social media profiles, and marketing materials.

    Brand guidelines ensure consistent messaging so you’re not wasting your marketing dollars trying to tell a whole new story, every time.

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  • No strategy or creative idea survives poor execution or craft. My 25 years of experience and radically collaborative way of working with film, digital, design and content production studio’s provides best-in-class results.