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In the myriad of social channels there is one that really creates a brand beautifully and instantly, that is Instagram or is that Instabrand?

Why Insta brand, with a great strategy and point of view and the correct scaffolding you can create a destination of like minded people who engage with your perspective.

The best way that the channel is used is by creating a perspective or a point of view. Your unique lens on the world.

The I in Instagram really is for Inspiration. Make sure you use it wisely and inspire those with your unique POV.

The N is for narrative, yes Instagram is for a visual feast of pictures and quotes. However make sure you have a narrative, your voice, engage people with your perspective. Let them imagine your timber.

The S is for Storytelling, your social and cultural beliefs. Be entertaining and educational, importantly instill your brand values.

The T is for Truth, tell the Truth, portray a sense of reality and your feelings.

The A is for for Awesome, because let’s face it, it is pretty awesome once you grasp it and work out how to be a brand!

The G is for Great, a great experience for connecting and collaborating with others.

The R is for Real, real moments captured and immortalised.

The A is for Amazingly Artistic, the amazing way you can express yourself and link up with people.

The M is for Movement, it moves and pivots and evolves with you and your world and the world beyond.

And no they didn’t pay me to say this 😉cropped-img_6804-2.jpg

technology but not as we know it

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The future of media. 15 years ago I worked with a clever lady who believed in the future of media and teaching it’s practice.

Somehow now we think that technology is a new phenomena.

Life is constantly changing, we live in a state of flux. This is part of evolving and improving.

In reality inventions exist long before they come into the mainstream. It is fundamentally based on the adoption curve, which is unlikely to change.

The change agent is what you put into that curve and who adopts it. It will be adopted by different people depending on who needs it or desires it most. This could be any age, any industry and/or product, yet eventually if successful it will become mainstream.

Adoption is driven from the fundamental economic principles of needs and wants (or supply and demand).

Typically and simply quite something needs to be made better, stronger, faster.

Those 15 years ago fundamentals were time travel, get me back time, make life easier. Those innovation drivers don’t really shift. The shift is the technology which enables it. What we invent to solve a problem or address a challenge.

What people said they wanted all those years ago was a “tardis” to name one. Rocket technology existed at that very time to deliver a person from Sydney to Heathrow in 8 hours. But the need wasn’t great enough and the cost too high for the demand.

Instead we see the rise of telecons, virtual travel, Facetime, Facebook.

The ingredient is really affordability, only 1% can afford the uber solution. Therefore it can be brought to market cheaply eventually due to demand – necessity or desire, it will happen!

Over the years of technology we also see bundling and un-bundling. Convergence and divergence. There is a constant drive to improve and have a better experiences.

It’s amazing to think that future professions don’t currently exist and that some industries like law will be governed by AI.

Two great short films to watch and inspire you are;

Made in 2004

Made 4 years ago

What do you predict?


igniting passion



The passion to create lies within everyone, yet tapping into it is a daily struggle. Many are actually powerless to ignite this creativity which lays dormant and unsatisfied. They are stuck in the confines of tradition, stifled by lack of knowledge. Experience is power, this comes through practice and making mistakes, plenty of them.

Igniting passion comes from expanding your thinking and also your experiences, making yourself open, not closed.

In application, quite simply you could do something new every single day. Have rituals, but add new experiences to everyday. Walk a different way, buy a different coffee, smile at a stranger or give someone a compliment.

The little things in life actually lead to bigger things, in a world of infinite possibilities.

Apply this thinking to your job, approach things with fresh eyes and a new idea. Seek opportunities in things, try something new, try something old, feel nostalgia and re-connect both are of equal importance to success and life.

Wisdom comes through learning lessons and trying harder to make what you do better.

Innovation comes from a desire to make something better, work harder, faster or smarter. Apply this to your clients business, make a real difference. Create a new path or resurface the old one with better materials.

View your life through the lens of  a child, full of discovery and wonderment. Life and business now co-exist, make this existence work for you and make sure it ignites who you are and what you love and that you love it!

Your path may change but your skills and essence will grow and your passion will stay lit.


let me entertain you

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In the age of people power we seem so incredibly focused on branded content as a means to reach people.

In reality, people curate their own content and they often prefer authenticity over cleverly crafted brands woven throughout.

If the brand has a purpose and it is an enabler, then it makes sense.

So often you see brands shoehorned into an overly produced segment which is trite and quite frankly a bit embarrassing.

What do you think? What is your preference?

We really need to return to the era of entertainment. People have always and will always want to be entertained.

We need to not make things overly complex, does the brand have a real purpose and a reason to do this.

Are we doing this to be cool and win awards.

What is the real motivation?


the reason we exist

Proliferate creates the art of media.

A communications agency facilitating rapid growth for clients. Making all businesses bigger.

Proliferate fuels rapid growth

The power of six. Six reasons why you will love working with us;

  1. We have over two decades of building and re-building brands.
  2. We bring global, regional, and local expertise
  3. We have expertise across multi- disciplinary, cross-platform and significant knowledge across all categories
  4. We bring contemporary through the line solutions to all business issues.
  5. We care about your business no matter what the size
  6. We genuinely love what we do, we care about the success of your business