the tea with Spilling
Here’s our story, with a dash of project highlights… and always more than you ordered...
How we’re brewed 01. A Short Summary
Steeped in legacy
From a humble beginnings in 2001, we’re now steeped in over 25 years of experience.
The right ingredients
We blend the right mix of strategy, data-driven insights and creativity, with every action crafted with intention.
Our signatures
Integrated marketing solutions for Government, corporate and ambitious brands across internal, B2B and B2C channels.
The perfect blend
We’re a team of industry-leading female talent, expertise and creativity that combine to create something greater.
Cup of excellence
Trusted to deliver marketing solutions for Australia’s top tier brands, with award winning results.
Tactical Directions is a full-service marketing agency with in-house expertise across the full marketing spectrum.
Research and strategy
Branding and visual identities
Creative ideation and concept development
Paid advertising and media campaigns
Digital and email marketing
Websites
Social media strategy and content creation
Video animation and production
Copywriting
Packaging design and point-of-sale
Targeted sampling campaigns
Events and activations
Trade and retailer marketing and support
Telemarketing and sales team management
Our Strategy & Project Management
team
The TD experience means that you benefit from a team of seasoned marketers, each an expert in their respective fields.
Our industry-leading team, many from Australia’s best agencies, ensure each individual part of your marketing combines to something greater, creating unified impact across all of your activities.
Orchestrating strategies, chasing two children.
Client-centric focused,
Creative Ideation & Graphic Design
Millie
Passionate creative, nature
Social Media and Digital Optimisation Interstate Project Management
Results-driven,
Number
Creative and artist,
Samantha Foley Managing Director
Prangnell Creative Lead
lover.
Erica Walt Senior Designer
inspired by curiosity.
Sarah Haines Social Lead
Social strategist, weekend adventurer.
Shannon Cleary Project Director
amateur comedian
Teresa Carbone Project Manager
Brand developer, literature lover.
Kate Gibbons Project Manager (VIC)
Marketing maven, fun-factor enhancer.
Adriana Santibanez Project Manager (QLD)
Passionate marketer, self-proclaimed chef.
Sharon McKenzie Project Manager (WA)
positive vibe creator.
Amanda Lindley Finance Manager
cruncher, belly laugh instigator.
Jackie Marando Senior Designer
Visual storyteller, artist at heart.
What makes TD different
Our secret recipe 02.
Genuine Care Relentless Ownership Curious Visionaries Adaptive Movers
We prioritise YOU, building stronger partnerships, encouraging collaboration, and delivering clever, high-quality outcomes no matter the project’s scale.
It’s big-agency expertise, but with the added care and dedication that you deserve.
At our core, we operate with an unwavering sense of ownership, ensuring that your success is our success.
We’re not just an extension of your team, we’re passionate advocates invested in every detail and dedicated to delivering real outcomes.
We believe in the power of constant curiosity, asking bold questions, thinking outside the box, and delivering with generosity.
It’s often the small ideas and subtle adjustments that spark true transformation, and this mindset is deeply ingrained in our agency’s culture.
From collaborating with a diverse portfolio of brands and top-tier talent, we’ve streamlined our agency to deliver an agile approach that adapts swiftly to evolving needs.
We’re always ready to pivot, ensuring your brand remains positioned for success, without compromising on creativity and quality.
Our Client Partnerships
Who we’ve brewed for 03.
Our
partners
From ambitious start-ups to iconic brands and government agencies, our clients trust us to deliver –again and again. Many have partnered with us for over a decade, a testament to our ability to consistently evolve, stay fresh, and never miss on delivery.
Sip-worthy successes 04. Project Highlights
Campaigns
Strategy + Creative + Media Management + Optimisation
The Project
Ralph Lauren - Fragrance Launch Activation
The Brief
Deliver a high-impact activation for Ralph Lauren to support the launch of their new men’s fragrance line in department stores.
The Solution
• 2-day city-wide brand activation timed with flagship department store launches.
• Branded Mini Cooper vehicles and ambassadors, each representative of 1 of the 4 new fragrances.
• Product detailing and sampling in high-traffic Sydney hotspots; Central Station, Martin Place, and Bondi Beach.
• Amplification across digital and social channels, turning real-time buzz into online hype and broader reach.
The Impact
• 15,000+ samples distributed.
• Exceeded launch sales forecasts.
• Activation used as the benchmark for the collection’s launch globally.
The Project
Kiehl’s - Limited Edition Creme De Corps Campaign
The Brief
Promote Kiehl’s limited edition Creme De Corps, in collaboration with Australia’s premium fashion designers, Zimmermann, Ksubi and Sass & Bide and their selected charity.
The Solution
• Leveraged commissioned designer artwork to create three limited-edition Kiehl’s Crème de Corps bottles.
• Used each design to inform the campaign’s creative direction, ensuring individuality within a cohesive suite.
• Developed bespoke collateral and POS tailored to each designer while maintaining brand consistency.
• Rolled out the campaign across key touchpoints, including: packaging, in-store struts and signage, eDMs and postcards, website and social assets.
The Project
Great Barrier Reef Foundation Awareness Campaign
The Brief
Shift audience views from a place of low awareness and impact, to high awareness and perceived impact.
The Solution
• Cost-effective integrated campaign delivered across digital (advertising and editorial), social media, press and strategic out-of-home placements.
• Focus on emotive and informative storytelling to effectively communicate the Foundation’s complex and detailed story in a meaningful way.
• Foundation’s 60+ reef-saving projects at the forefront of the campaign to demonstrate direct progress achieved through donations.
• Key projects then spotlighted across selected months – Saving Endangered Turtles, Restoring Reef Habitats, Coral IVF and Reef Forecasting.
The Results >
The Project
Healthy Care - Chemist Warehouse Promotion
The Brief
Develop a promotion to encourage purchase of the Healthy Care range throughout Chemist Warehouse stores Nationally.
The Solution
• Developed a promotion featuring Healthy Care Brand Ambassadors, Kyal and Kara from The Block.
• Tied their celebrity home-improvement appeal to a “Win $20,000 + home styling session” concept, engaging a broad audience.
• Conceptualised and executed all promotional elements including digital and social advertising, print advertising, trade communications and in-store point-of-sale.
• Managed all promotional activity including liaison with Chemist Warehouse, media, regulatory approvals and reporting.
The Results
• Exceeded forecasted sales KPI by 18% during promotional period.
• Full report available upon approval from Healthy Care.
The Project
STAEDTLER Colouring Sets Social Media Campaign
The Brief Drive sales of STAEDTLER’s new large format colouring-in sets through major retailer, BIG W.
The Solution
• Delivered a highly targeted META (Facebook and Instagram) social media campaign.
• Developed a strategic mix of product-focused and UGC-led creative to identify what resonated most with each audience segment.
• Executed creative across multiple formats, including static imagery, carousels and video, to maximise engagement and enable ongoing testing.
• Continuously optimised higher-performing creative throughout the campaign to improve overall performance and efficiency.
The Project
STAEDTLER ‘Artist of the Year’ Competition
The Brief
Drive awareness, engagement and participation in STAEDTLER’s Secondary Schools ‘Artist of the Year’ Competition, reaching students, parents and schools at scale.
The Solution
• Executed a digital-first campaign to drive awareness, participation and voting over a six-week period.
• Implemented a performance-led paid media strategy across META (Facebook and Instagram) and TikTok to maximise reach, discoverability and conversion.
• Delivered platform-specific creative and messaging tailored to student, parent and school audiences.
• Supported paid media with targeted eDM campaigns and direct outreach to selected secondary schools.
• Built and managed the competition end-to-end, including ongoing optimisation throughout the campaign.
• Coordinated and fulfilled competition prizes to ensure a seamless participant experience.
The Results >
The Project
Sydney Home Design Centre Marketing Program
The Brief
Development of a comprehensive brand refresh and new visual identity, followed by the management of an integrated marketing strategy and program.
The Solution
• Repositioned Sydney Home Design Centre (formerly JBH Design Centre) as a leading destination for home renovations through a complete brand transformation.
• Developed a new brand identity, stationery suite, signage and sales collateral.
• Designed and launched the new website
• Deliver and manage an ongoing integrated marketing program, including:
• Organic and paid social media.
• Email marketing.
• CREATE magazine (print and digital).
• Event marketing and collateral.
The Impact
• Sales spikes at key marketing moments.
• 652% growth in organic social media followers.
• 20% increase in organic social media engagement.
• Approx. 4,000 magazine readership after 2nd edition.
The Project
TheraBreath - Targeted Sampling Campaign
The Brief
TheraBreath, newly acquired by Church & Dwight Australia, enlisted TD’s expertise to introduce the brand to the professional dental channel.
The Solution
• Leveraged TD’s dental professional database to deliver a targeted TheraBreath sampling campaign to verified Dental professional, Australia-wide.
• Designed the program to drive professional trial and patient recommendation.
• Implemented an opt-in microsite to capture and qualify sample requests.
• Delivered samples in a premium TheraBreath kit to create a standout unboxing experience.
• Supported sampling with professional collateral, including a product detailer and recommendation pad, to enable confident patient recommendation.
The Impact
• Distribution of 40,000 samples directly to engaged target audience.
• Brand achieved forecasted sales KPIs for year 1.
The Project
STAEDTLER - ‘Back to School’ digital media campaign
The Brief
Reaffirm and amplify STAEDTLER’s position within the education market during the ‘Back to School’ period.
The Solution
• Executed a high-reach, multi-channel digital and social media campaign to parents of school-aged children, Australia-wide, leveraging previous year insights to steer media mix.
• Channels included META, TikTok, YouTube and online display advertising.
• Delivered a strategic mix of product-focused assets and authentic, people-centric content, created to test, optimise and drive higher engagement.
• Timed for the peak back-to-school period to reach parents at the height of their buying intent.
The Results >
The Project
Brisbane City Council - Liveability Sentiment Campaign
The Brief
Raise awareness of Council’s role in shaping Brisbane into a liveable city for residents today and in the future.
The Solution
• Developed a unified liveability theme, ‘Growing your Brisbane lifestyle’, informed by market insights and existing Council priorities.
• Brought the theme to life with a lifestyle-focused concept, using illustrative animation to highlight campaign proof points in a modern, engaging way.
• Executed a large-scale, integrated media campaign across multiple channels:
• 3 x 30” and 15” TVCs
• Social media campaign and digital ads
• Print and digital advertising
• Targeted DLX mailers
• Animated digital panels and billboards
• Metrobacks.
• Scaled reach and engagement to connect emotionally with diverse Brisbane audiences.
The Results
• Full report available upon approval from Brisbane City Council.
The Project Dettol -
Education Program
The Brief
Drive Dettol brand awareness and encourage families to adopt healthy hygiene habits.
The Solution
• Launched the ‘Healthy Habits’ Primary School Program using TD’s comprehensive school database.
• Enabled schools to register for the Program and receive a comprehensive suite of educational resources promoting Dettol and encouraging healthy hygiene habits including: interactive student activities, teacher lesson plans, classroom posters, rewards charts, parent information booklets and eDM communications.
• Distributed Dettol sample kits to reinforce learnings in the classroom and encourage product trial.
The results
• 40%+ of Australian primary schools registered for the Program.
• Engaged over 800,000 primary school students and their parents.
• Successfully leveraged teachers as trusted voices to increase engagement and product adoption.
The Project
City of Gold Coast - Bike Share Behaviour Change Campaign
The Brief Gold Coast Council partnered with Mobike to launch the first bike share scheme in the Gold Coast. TD were briefed to develop a behaviour change campaign to communicate the scheme and to encourage both cyclist and driver etiquette.
The Solution
• TD developed the marketing activation strategy, central creative idea and messaging for the campaign communicating cyclist and driver etiquette - sharing the footpath with pedestrians, wearing a helmet and drivers staying wide of the rider.
• ‘Bike like Mike’, an illustrative character, was created to demonstrate these key messages in a fun and engaging manner.
• The creative execution was rolled out across various touch points within key precincts including: outdoor billboards, signage, newsletters, print advertising, TV slides, digital assets (Leaderboard, MREC, Wallpaper, email marketing, social media and app assets.
The Results
• Full report available upon approval from City of Gold Coast.
of things sense
The Project
STAEDTLER - ‘Beyond Blue’ Mental Health Partnership Campaign
The
Brief
Execute a media strategy to announce STAEDTLER’s partnership with Beyond Blue and their commitment to supporting mental health initiatives.
The Solution
• Developed a creative concept aligned to STAEDTLER and Beyond Blue brand guidelines, highlighting mental health support services.
• Launched across digital touchpoints to maximise reach, engagement, and campaign recall.
• Focused media on social platforms—LinkedIn, Facebook, and Instagram—capturing audiences in a social, responsive mindset.
• Supported the campaign with retailer collateral and assets to extend reach via owned channels.
The results
• Over 196,687 campaign reach.
• Over 545,053 total campaign impressions
• Over 95,014 total engagements
• Over 89,212 video plays.
The Project
Northern Sydney Local Health District - Alcohol Consumption Minimisation Media Campaign
The Brief
Development of a creative strategy to encourage women aged 35-59 years, living in the Northern Sydney Local Health District (NSLHD), to drink less and reduce alcohol related hospitalisations.
The Solution
• Developed a creative strategy based on insights highlighting personal, social, and community impacts of alcohol.
• Created the overarching ‘Drink Less. Live More’ key visual, supported by targeted visuals addressing specific motivators:
• Self: One less drink, a healthier you.
• Others: One less drink, more time together.
• Community: One less drink, more to experience.
• Executed the campaign across digital, social and outdoor media to maximise reach and engagement.
• Delivered thought-provoking messaging and emotive imagery to inspire behaviour change among the target audience.
The Results
• Full report available upon approval from NSLHD.
The Project
Office of Sport – Centres Booking Digital Campaign
The Brief
Develop a communication campaign to increase brand awareness, centre bookings, and utilisation.
The Solution
• Used target market insights to guide campaign strategy and identify high-impact digital touchpoints - social media (META), digital advertising and email marketing.
• Positioned the campaign in digital spaces where physical and virtual engagement intersect.
• Developed overarching campaign strategy and communications plan, including the creative concept ‘Beyond the Sport’.
• Produced a suite of digital assets to drive engagement and showcase the breadth of Centre services.
• Supported campaign momentum with internal communications and stakeholder collateral, including the ‘Local Area Marketing Support Guide’, enabling independent Centres to leverage marketing opportunities locally.
The Results
• Full report available upon approval from Office of Sport.
The Project
Waterpik - Sonic Fusion Product Launch
The Brief
Launch the new Waterpik Sonic Fusion® to Dental professionals, Australia-wide.
The Solution
Leveraging TD’s industry expertise and extensive dental professional database, we delivered an integrated campaign to educate and engage dental professionals on Waterpik’s new Sonic Fusion® product.
To drive product trial, the launch was supported by an exclusive professional-only offer, enabling practices to purchase the product at a 60% discount via a dedicated campaign website. The integrated strategy included:
• Email marketing campaign
• Targeted social media campaign
• Professional and journal advertising
• Professional education and detailing
• Launch collateral and practitioner communications
• Exhibition and industry event promotion.
The Results
• Full report available upon approval from Waterpik.
The Project
Australian College of DermatologistsWebsite and Photography
The Brief
Develop a refreshed website that delivers a seamless user experience for all target markets including health professionals, students, and the wider community, while reflecting the brand’s new vision and positioning.
The Solution
• Conducted focus groups with Health Professionals and the wider community to gather insights to guide the website strategy, design, and user journey.
• Developed and executed a multi-tiered website platform including site map, wireframes, functionality docs and UX kits, SEO optimised content, creative and build.
• Facilitated photoshoots at dermatologist practices to enhance website visuals, ensuring brand consistency.
• Created a master asset library to support ongoing use of refreshed creative across all brand touchpoints.
• Executed website launch communications including email marketing, professional communications, and social media.
The Project
Brisbane City Council - Metro Launch Campaign
The Brief
Introduce Brisbane Metro and educate residents on its role in the city’s transport network.
The Solution
• Executed a creative communication campaign leveraging Council’s existing Mobility narrative (developed by TD).
• Introduced the tagline ‘Get to know Brisbane Metro’, supported by a suite of key messaging clearly highlighting the Metro’s key benefits.
• Developed an illustrative style hero creative showing how the Metro integrates with suburban bus and train services.
• Deployed campaign across multiple channels, including:
• 30”, 15” and 6” animated videos distributed online (YouTube and social media) and in outdoor formats.
• Station takeovers and transit advertising
• Print advertisements and billboards
• Animated shopping centre panels.
The Results
• 400% increase in web traffic at launch.
• 417,000 YouTube video views.
The Project
Schwarzkopf - Fibre Force Professional Campaign
The Brief
Communicate Schwarzkopf’s new sub-brand ‘Fibre Force’ to the professional market and encourage ongoing engagement.
The Solution
• Researched and developed an integrated campaign strategy targeting the professional channel.
• Developed a creative direction that elevated the products while aligning seamlessly with existing Schwarzkopf consumer collateral.
• Executed a cohesive suite of campaign assets to clearly communicate the Fibre Force range, highlighting key features and consumer benefits.
• Delivered the campaign across a targeted, multi-channel rollout including: professional collateral (brochures, postcards and in-salon materials), email marketing, digital and social assets and a dedicated website microsite.
• Integrated a promotional competition mechanic to drive ongoing engagement offering professionals the chance to WIN one of three $500 VISA Gift Cards upon liking the Facebook page.
The Project
Waterpik Professional - Annual Marketing Program
The Brief
Lead Waterpik’s annual professional marketing program to grow awareness, trial and professional recommendation, resulting in patient purchase.
The Solution
• Developed a year-round strategy to engage dental professionals at key touchpoints.
• Recruited and managed a Professional Education team detailing Waterpik nation-wide.
• Designed and executed trade marketing support materials.
• Managed a full communication program including: direct mail, email marketing, print and digital advertising, and social media (organic & paid).
• Coordinated and attended major industry events and exhibitions.
• Developed and managed an e-commerce site selling Waterpik directly to dental practices.
• Chemist Warehouse patient promotions and collateral.
The Impact
• Over 40% of Dental Practices Australia-wide currently recommending Waterpik.
• Achieve year-on-year brand growth since TD’s appointment (2018).
The Project
Oral-B - iO Power Toothbrush Key Opinion Leader
Virtual Launch
The Brief
Launch Oral-B’s new iO Power Toothbrush to key dental influencers to drive advocacy and encourage patient recommendation.
The Solution
• 3 live virtual launch events via dedicated brand event microsite.
• Hosted by selected industry key opinion leaders.
• 100 dental industry professionals and media in attendance (Australia-wide).
• Product launch and detailing of key features and clinical benefits to assist with patient recommendation.
• Premium launch kits distributed to attendees prior to their registered event (products, gifting, snacks).
• Launch kits locked with code which was revealed at session to drive hype and event attendance.
The Impact
• 98% of attendees confirmed they are likely to recommend the product to their patients.
• Earned media through PR coverage, socials, and professional product reviews.
The Project
Galderma - Sculptra Trade
Collateral
The Brief
Develop a suite of patient education tools to support aestheticians during Sculptra consultations.
The Solution
Delivered a cohesive, brand-aligned suite of trade and patient education collateral.
Applied a visually-led design approach to simplify complex information and support clear patient conversations.
• Designed practical, easy-to-use tools for in-clinic detailing. The suite included: flip charts, product detailers, brochures and supporting print collateral.
The Project
NSW Health - Health & Medical Research Branding and Creative Templates
The Brief
Develop a NSW Health and Medical Research visual identity and templates to boost recognition, enable cross-program, and position NSW as a global centre of excellence.
The Solution
• Led stakeholder workshop to define brand, value proposition, perceptions and creative expectations.
• Translated insights into targeted creative concepts to engage multiple audiences.
• Validated preferred concept through in-market testing to de-risk creative direction.
• Developed sub-brands using complementary colour palettes and iconography to clearly differentiate programs.
• Delivered a scalable suite of creative templates to ensure consistency and efficiency, including: eDMs, social assets, publications and newsletters, PowerPoint presentations, pull-up banners, and visual identity guidelines.
NEW DERMAVEEN EVERYDAY
The Project
DermaVeen Pharmacy Assistant Education Initiative
The Brief Drive product education and recommendation amongst Pharmacy Professionals, Australia-wide.
The Solution
• Launched the “Every inch of skin helps you win” competition to educate Pharmacy Professionals in an interactive, engaging way.
• Participants answered three product questions over three rounds for a chance to win 1 of 15 prizes per State/Territory (valued over $7,500).
• Reinforced correct product usage ensuring confident and accurate recommendation of DermaVeen to their customers.
The Impact
• 1,000+ pharmacies participated, generating a rich data set for ongoing communications.
• Strengthened recommendations of DermaVeen to customers.
• Increased engagement between Sales Representatives and Pharmacy Professionals.
The Project
MLSP Speech Pathology - Website
The Brief
Develop a website to relaunch MLSP Speech Pathology into the market and increase patient acquisition.
The Solution
• Conducted a brand deep dive: SWOT, competitor analysis, and industry benchmarking.
• Used insights to guide a refreshed, market-unique creative approach.
• Developed a comprehensive wireframe covering navigation, functionality, and site logic.
• Translated wireframe into interface design, back-end build, and creative requirements.
• Enhanced engagement through clear content, emotive imagery, seamless user journeys and SEO.
• Conducted thorough UAT and live testing, ensuring mobile optimisation.
Social Media
Strategy + Ideation + Content Creation and Community Management
NSK Oceania
(ad hoc content creation)
TheraBreath Australia (ad hoc content creation)
Instagram Link >
Instagram Link >
Instagram Link > Sydney Home Design Centre
Websites
Development + Maintenance + Search Engine Optimisation
Email Marketing
Strategy + Copywriting, Creative, Build + Dispatch & Reporting
Waterpik Professional
eDM Program eDM Example > Waterpik Professional
eDM Program eDM Example > Waterpik Professional
eDM Program eDM Example >
STAEDTLER Australia
Writing Essentials
STAEDTLER Australia
‘What’s New’
STAEDTLER Australia
Noris Writing Pen
eDM Example >
eDM Example >
eDM Example >
Your turn to dunk 05. Questions and Answers
Q&A + Feedback
A taste of client feedback...
I love working with TD! You are very professional and efficient! One of the best agencies I have ever worked with (and I have an agency background therefore can be picky). Thank you for all your hard work and efforts.
TD showed excellent prioritisation, time management and resource management skills to deliver top quality creative under pressured conditions, including time restrictions and changing scope.
TD, you have gone above and beyond in the seven months that I have been here. I really appreciate all the effort that you guys put in to every request, no matter how insane.
sam@tdirections.com.au