The Relationship Alliance

 

… putting strategy & relationships before marketing disciplines

Who we are …

Our Key People

RICHARD BATTERLEY is the Founder and Chairman of The Relationship Alliance.  Richard’s career in marketing and advertising goes back to the 1970’s when he became involved in the then fledging discipline of direct marketing, and has encompassed many countries including Australia, the UK, USA, Europe and Asia Pacific.

Throughout his career Richard has been recognised as an innovator and as an initiator of change.  From the early work he did with Kienzle Data Systems, through the “market first” initiatives with the English Tourist Board, to the more recent achievements with the launch of Lexus and an RM programme he created for a TV station, Richard has always thrived on CHALLENGE and OUTCOME—all driving to acceptable return on investment.

 

A fascination for numbers and data has always been a major driving force for Richard.  He has always been passionate about “what the numbers say”  to support the planning process and also in the final campaign evaluation—he thrives on pre-campaign business cases and post campaign measurement.

 

His work for British Airways, Microsoft, Ogilvy & Mather, Toyota, Westpac Bank, NutraSweet, Intel, Carlson Marketing Group, Thorn EMI and Hewlett Packard (to name just some) has been recognised as ground breaking and agents of change.

 

 

Richard is a regular contributor to many of Australia’s and the Asia Pacific’s marketing and business publication and a sought after speaker at industry and company events.  His book, Leading Through Relationship Marketing (published by McGraw-Hill) is recognised as the only relationship marketing book in Australia that addresses the topic holistically and in a practical way.  It presents some new concepts in relationship marketing that Richard applies in the work he does with clients—so the theory becomes reality! (Click on book to go to publishers web site)

The Wider Team

 

In addition to Richard, The Relationship Alliance calls on the services of a range of specialists in individual marketing disciplines—creative, media planning, media & public relations, sales promotions, loyalty marketing—strategists and operational deliverers.  Each member of the “virtual team” brings specific skills to client assignments when required—this is a reflection of The Relationship Alliance’s philosophy of “strategy and relationships ahead of marketing channels”.  So no decisions are made about which marketing discipline to include in the mix until a clear understanding of the issues, the stakeholders and the required outcomes.

 

And The Relationship Alliance team is a combination of marketing disciplines specialists and industry specialists, all of whom brings a wealth of experience in their particular field to bear on our client assignments.

 

The team includes:

 

Darren Besgrove

IT sector specialist, advertising and direct marketing, database development and information focus.

Chris Gray

Media and PR specialist, experienced journalist, corporate communications and issues management

Terry Squire

Market research to identify key target market issues and dialogue levers, strategic development

Mark Woodbridge

Former corporate marketing director, hospitality industry, travel and tourism sector specialist

Peter Higgins

Media and communications specialist and strategist, media skills trainer, journalist and lecturer

Dan Luz

Electronic media and call centre specialist, rapid response and issues management—use of the phone as an interactive medium

John Jennings

On the ground in Melbourne, branding and image communication strategy and implementation. Franchising feasibility market analysis, model structure and implementation of franchise system

 

… and more as required.

 

As you will see each of our “wider team” members is a recognised specialist in their own right.  But when brought together under The Relationship Alliance banner, they make up a strategic marketing team of unrivalled excellence.

The Relationship Alliance