About us.

We are a creative communications and marketing agency that helps brands craft their identity and share the stories at the heart of their business.

Helmed by award-winning communications specialists with extensive experience in the hospitality, tourism, entertainment and lifestyle industries, we share an infectious passion for transforming brands, experiences and thinking.

We know that every interaction you have with an audience is crucial in building relationships, determining whether your brand will sink or swim, enhance its presence or fade away.

That’s where we come in.

We believe that meaningful audience engagement requires thorough strategy and storytelling across every touchpoint in the marketing toolbox. This is where Example is uniquely positioned to deliver real value for clients, creating distinctive campaigns that are innovative, cost effective and as targeted as they are headline worthy.

We elevate brands and help our clients define and achieve their goals with a holistic, integrated attitude and quality, results-oriented work. 


Our Expertise.

  • Marketing

    We fuse creativity with strategic thinking to ensure the right message reaches the right audience.

    • Research and Analysis
    • Marketing Strategy
    • Sales strategy & driving demand
    • Integrated channel planning
    • Customer experience mappingy
    • Loyalty & CRM
    • Digital & social media strategy
  • Public Relations

    We believe in the power of story-telling and draw upon our rich network of media relationships to ignite, shape and shift public conversation.

    • Strategy and media relations
    • Press events and launches
    • Talent profiling
    • Brand advocate / influencer outreach
    • Crisis management
    • Stakeholder management
  • Creative

    We don’t rest until we creatively push boundaries to communicate engaging brand stories that resonate and connect.

    • Brand identity
    • Creative design
    • Art Direction
    • Campaign development
    • Packaging
    • Naming
    • Print Production
    • Web Design
    • Product Design
  • Content

    We create content that defines your voice as inspiring, invaluable and human.

    • Content Strategy
    • Content development
    • Copywriting
    • Content Calendar drafting
    • Photography
    • Video Production
  • Digital

    We drive excellence through every touch point delivering a range of digital services that return high on investment.

    • Website design & development
    • SEO
    • Digital marketing (SEM & SMM)/li>
    • Paid advertising
  • Events & Experiences

    We help brands create memories by engaging with their audiences in innovative and exciting ways.

    • Create world class event concepts
    • Identify key markets and trends
    • Vendor/third party engagement
    • Production and styling
    • Entertainment bookings
  • Partnerships & Activations

    We spark chemistry between brands, create meaningful partnerships that resonate and fuel big ideas.

    • Strategy & expert advice
    • Concept ideation & execution
    • Opportunity sourcing
    • Third party negotiations
    • Promo Fund Management
    • Project management
    • Supplier tendering
  • Hospitality Solutions

    We specialise in bringing brand to the forefront of any concept development. We then work with you and our specialist partners to create new experiences and re-energise existing properties.

    • Project consultancy
    • Market research
    • Audience profiling
    • Venue concept development
    • Creative development & execution
    • Layout & style direction guidance

Our Team.

Example is fast-growing team of marketing, communications and creative experts, each with their finger on the pulse when it comes to food, drink, travel and lifestyle. We’re a hard-working, fun-loving bunch that enjoy a work culture that is inspiring, collaborative, supportive and flexible.

  • Andy El-Bayeh

    — Director

    With a career spanning over a decade, Andy made his mark as a senior leader and Marketing Director for some of the biggest names in the Australian hospitality landscape. His entrepreneurial approach and instinctive skills as a brand custodian has seen Andy become a sought-after commodity for concept development, venue launches, marketing strategy, brand and experiential invention, partnerships and sales. Prior to launching Example, Andy had long tenures at Merivale and Keystone Hospitality, where he helped create, evolve and drive brand concepts to new heights.

    Andy has launched some of Australia’s most revered hospitality and entertainment concepts, positioning brands as true market leaders through effective customer experience strategies. Andy has directed and produced over 200 award-winning events including leading food and wine festival ‘March into Merivale’ and nightclub experience ‘Pacha Sydney’. He has also created and strengthened high-value partnerships and experiential platforms with world-class brands including Pernod Ricard, Lion, Moët Hennessy, Jaguar Landrover, CBA, ANZ bank and Air New Zealand. Andy was named ‘Hotel Industry Rising Star of the Year’ in the AHA National Awards for Excellence.

  • Rebecca Gibbs

    — Director

    Rebecca is a respected public relations professional, specialising in hospitality, entertainment and lifestyle. With enviable experience in both Australia and the UK, she is passionate about using the power of the media to shape and shift public perception. For Rebecca, PR isn’t about churning out press releases or one-way pitch tactics; it’s about fostering genuine media relationships and working collaboratively to develop stories that create lasting brand advocacy.

    Before launching Example, Rebecca managed PR for hospitality giant Merivale, developing strategic communication campaigns across all media platforms. She garnered unparalleled publicity for the group and developed a corporate profile strategy for company directors with targeted business profiles in national and international press. Prior to Merivale, Rebecca worked for one of London’s most prestigious entertainment PR agencies, LD Communications, across a client base that included Live Nation, AEG Live, The Rolling Stones and Clarence House (The Prince of Wales’s Private Office).

    Rebecca was winner of the 2015 B&T 30 Under 30 Awards in Marketing & PR.

  • Andrew Cavallaro

    — Head of Marketing

    With over 10 years’ experience marketing some of the world’s leading travel and tourism destinations and brands, Andrew’s career has spanned across Australia and the UK. Specialising in integrated marketing, with strengths in digital marketing and content partnerships, Andrew has a track record in delivering award-winning and results-oriented marketing campaigns.

    Prior to joining Example, Andrew was lead consumer marketing strategist and digital specialist at several marketing agencies in London and Sydney. In his time, Andrew has developed and managed high-profile award-winning campaigns for several destinations including Tourism Queensland’s renowned ‘Best Job in the World’ campaign, and also led the tourism marketing strategy for major London attractions during the 2012 London Olympics. He has delivered multiple integrated marketing campaigns and digital marketing strategies for popular destinations including New York City, Las Vegas and Sydney, and for leading travel brands including Qantas, LATAM Airlines and Sheraton Hotels & Resorts.

  • Belinda O’Brien

    — Head of Creative

    Belinda is a driven conceptual creative with a decade of experience in creating and nurturing brands through art direction and design. She is a storyteller that thinks conceptually and brings ideas to life through her craft, and whilst she has a beautiful aesthetic, she always approaches projects with strategic business objectives in mind.

    Belinda has worked in every sector of the industry above and below the line, from branding to advertising through to marketing across all channels in digital and print. Prior to joining Example, she has worked at award-winning agencies and companies such as, The Monkeys, Merivale, Hoyne Design and Bullet Studios across clients big and small, notably Coca Cola Amatil, Pernod Ricard, Suntory, Pfizer, IKEA, NSW National Parks & Wildlife, Vodafone, Mirvac, Meriton, JLL and Frasers. She has in her experience lead and mentored teams of designers, and has more recently successfully run her own freelance business where she consulted at some of the world’s best agencies.

    Passionate about music, arts and culture, Belinda’s finger is always firmly on the pulse, enabling her to produce cutting-edge concepts and crafted brand design that is well and truly above the curve.

  • Annie Bettis

    — Content & Social Manager

    Annie is an accomplished copywriter and social media expert. With extensive experience across the social media and creative landscape in Australia, Annie has worked on a number of noteworthy clients and projects. Brands including Cathay Pacific, Tourism Tasmania, Tourism Queensland, Coca-Cola, ING and Pernod Ricard have all called on Annie for her expertise.

    Her capabilities range from copywriting and creative for film, experiential and always-on content, to strategy and day-to-day social media management. She is adept at communicating key messages to defined target audiences, focusing on luring their interest and engagement.

    Prior to joining Example, Annie headed up social media management for leading Sydney agencies including Society and Havas Worldwide. She has also written hundreds of articles for leading digital publications Broadsheet and Concrete Playground, in her time as contributing writer for both media titles.

    With a strong passion for all things food and travel, Annie knows how to  stand-out from the crowd and get audiences engaged through social media channels and digital content.

Talia Cox

— PR Account Manager

Lea Nguyen

— PR Account Manager

Adrian Mezzina

— Strategy & Special Projects

Claudia Mackinnon

— Account Coordinator



Want to find out more?

Get in touch

Example © 2017

Level 3, 11/50 Stanley Street
Darlinghurst, NSW 2010, Australia

+61 2 8322 4600

Setting an example is not the main means of influencing others, it is the only means.

Albert Einstein
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