DDG - National Outlook whilst staying Geelong-centric

Dzign Diezel Group – National outlook whilst staying Geelong-centric

Geelong-based Dzign Diezel Group (DDG) is bucking the trend that calls for capital-city location to service national clientele.

This brand management agency’s client list is proof enough that a metro city head office is not the only way to attract sizable clients. And DDG is backing its trend-bucking with a hefty expansion and refurbishment of its city-by-the-bay National Design Studio.

“We’ve increased our floor space by 50%, completed a contemporary fit-out and invested in new technologies and network upgrades,” explains DDG’s Managing Director, Jonathan Roberts. “We’ve been in Geelong for 14 years and we’re here to stay... and continue to grow”

Yet DDG currently sources between 70-80% of its work from beyond the Geelong region. Recent client engagements include Office National (brand audit, strategy and rebrand), Bendigo Health / Loddon Mallee Health Alliance (websites), Melbourne IVF (corporate video), City’s of Kingston and Port Phillip (publication design) and Penfold Motors (re brand, web, and advertising).

As a leader in web development and Content Management systems (CMS) DDG has recently launched websites for Winchester Australia, Decor, Citywide Service Solutions and

So how does DDG win the big-city business in such a highly competitive industry? By acting strategically. DDG’s Strategic Sales Director, Richard Duerden, is based fulltime in DDG’s Melbourne Office, and spends 3-4 days each month in DDG’s Sydney Office. He provides the initial client interface, working remotely with the well-resourced team in Geelong to identify the specific agency skills required for each project. Strategy, web development, creative and identity design, account management, sales process development – a hand-picked team is assembled to suit each project.

“With this business model, we use a limited presence in the capital centres to engage with big-brand national clients, delivering them full-service brand management, while maintaining our creative, design core in our Geelong-based studio,” says Jonathan. “We have national exposure, while minimising certain overheads and retaining our unique Geelong studio culture. We consider the creative culture we nurture here is integral to achieving outstanding solutions for our clients.”

“We have an enviably low staff turnover rate and we plan to keep it that way,” he continues. “Our Geelong studio gives us access to an excellent regional talent pool. Despite a recognised general skills shortage across our industry, DDG continues to attract and keep top-calibre, highly-talented professionals who genuinely enjoy the lifestyle here. That gives us (and our clients) stability, continuity and depth.”

A recent recruitment drive to bolster the expanded Geelong studio with fresh talent has attracted four new DDG professionals who each bring considerable expertise with them:

Annmarie Faulkner is one of DDG’s Senior Brand Strategists. Previously Group Director-Communications with Mercy Health and Executive Director of Barwon Health Foundation, Annmarie is an experienced developer of strategies for brand, marketing, communications and public relations programs.

Natalie Petronio, also a Brand Strategist, has a decade full of credentials in the marketing/communications industry, including management of leading brands such as Mercedes-Benz, Davenport, Doc Martin, Diesel, WPS Motorsport, Calvin Klein, Freightliner and Sterling.

Gareth Jago is DDG’s National Design Studio Manager. His 12 years experience (here and the UK) spans graphic, web, multimedia and photographic design. Gareth has project managed solutions creation for many high-end clients, most recently through the Gordon Institute, Collier & Associates and Beavis Corporate.

Sally Evensand joins DDG as Senior Designer, drawing on previous roles with Great Southern Destinations Marketing (formerly Barton Marketing) and Sands Print Group. Sally has expertise from concept to print on the full spectrum of brand collateral across sectors as varied as music, government, retail, automotive, film, tourism, sport and more.

DDG’s presence in Geelong is supported by a network of contribution to business and community organisations here. “We are active in our participation,” says Jonathan. “We consider ourselves a ‘mature’ business and as such we have much to offer Geelong in terms of leadership, knowledge and facilitation. We contribute through organisations such as the Chamber of Commerce and the Committee for Geelong, and maintain a strong profile in the Geelong business community.”

An example is DDG’s sponsorship of an upcoming event for the Committee for Geelong’s Leaders for Geelong program. Members and guests are invited to attend a business breakfast with best selling author, Li Cunxin on 11 November 2008 at the Fred Flanagan Room, Skilled Stadium.

Best-known for his memoir Mao’s Last Dancer, Li has lead an inspirational life that defies the poverty of communist China into which he was born. Li defected to the West amidst a dramatic media storm and went on to become one of the world’s most exceptional dancers.

Like DDG, Li Cunxin has the confidence and resilience to “buck the trends” and rise above the ordinary.

Website Links: www.penfold.com.au; www.decor.com.au; www.winchesteraustralia.com.au; www.citywide.com.au; www.dzign.com.au; www.lmha.com.au.