Tim Riches

Group Strategy Director - Principals

Tim is Group Strategy lead for Principals Group across Melbourne, Sydney and Auckland. He has worked in the branding, communications, design and research fields for 25 years. Over that time, He has held business leadership roles in Australia and Asia and has been an Adjunct Professor to the School of Design at Swinburne University. He regularly judges the Australian Advertising Effectiveness Awards and the Australian Good Design Awards, and has also been a judge for the Asian Marketing Effectiveness Awards.

Some of his milestone projects include the rebranding of Swinburne University in the 90s (the first of 10 Universities he worked with and his first taste of big branding projects), the branding of BHP Billiton, the branding of Australia for Tourism Australia, a major segmentation and portfolio strategy for Westpac’, work with Telstra and notably with Kiwibank.

He is qualified as a lawyer at Monash, and also has an arts degree in philosophy and a diploma in marketing. His “specialist subjects” include place branding, professional and financial services, education, retail, sports and design thinking. He has an interest in cultural insights and cognitive psychology, and a personal interest in motorbikes, food, crime fiction and pickles.