Ideally expands in Australia with crucial new hires

Ideally, a research platform designed to integrate customer insights into the creative process, has announced two new appointments in an effort to expand its presence in Australia. The company welcomes Casey Kudrenko and George Robertson to its growth team.

Casey Kudrenko joins Ideally as a Strategic Client Partner, bringing with her over 12 years of experience in consumer psychology. Kudrenko will play a crucial role in driving business growth and ensuring that the company’s mission of delivering timely and relevant insights is upheld for its clientele. Previously, she was involved with Neuro-Insight, a neuromarketing and neuroanalytics company, where she worked with prominent brands across Australia and the Asia-Pacific region. She is equipped with expertise in cognitive drivers of consumer behaviour and decision-making and aims to leverage her knowledge in neuroscience, human insights, and consumer psychology to examine the complex impacts of media, creative categories, and consumer behaviour.

George Robertson, another strategic addition, joins Ideally as a Strategic Agency Partner. His primary focus will be on enhancing the company's strategic agency channel. With 15 years of experience at high-profile creative agencies such as Ogilvy, Clemenger BBDO, CHEP, R/GA, and Howatson+Company, Robertson has collaborated with some of the most well-known brands globally across various sectors. His new role comes in response to the increasing demand from creative agencies for tailored overnight research projects aimed at testing propositions and creativity with consumers. This initiative is set to provide significant momentum for their campaigns. Robertson is recognised for his enthusiasm for marketing and his enthusiasm for building businesses and brands through creativity, curiosity, and partnership.

Simon Gawn, Head of Ideally Australia, commented on these strategic appointments by stating, “It's well beyond our wildest expectations to be able to bring on people of Casey and George’s experience this early in our journey. We have had such a warm response from the innovation and marketing community in New Zealand and Australia. Doors have been opened by people resonating with the problem we are solving through our platform and these roles will help us walk through them to drive value with our customers.”

Since its launch in August 2023, Ideally has become integrated into the creative and innovation processes of more than 115 customers across Australia and New Zealand. Its customer base includes prominent names such as Asahi, Telstra, Bupa, Revlon, Hanes, Lion, Kraft Heinz, Afterpay, Nine, and Goodman Fielder. The platform is also utilised by 25 of the leading creative and advertising agencies in Australia, including DDB, VML, M&C Saatchi, Ogilvy, Special Australia, and Thinkerbell.

Ideally aims to provide marketers with rapid customer insights to validate and test concepts, messages, products, and ideas. By bringing customer perspectives to the forefront of the creative process through fast, affordable, and accurate research, Ideally assists agencies and brands in crafting more robust and resonant campaigns.