Team Photo of Agency
Our vibe; in a nutshell

We're a perfectly formed team of senior brand experience experts, with a genuine passion for the things that make life worth living, from food and drink to travel, entertainment and lifestyle. Truly the sum of our parts, we're diverse, diplomatic and driven. We walk the talk; getting out there and soaking up the very best of culture, and using these insights to inform our work. We focus on attracting and working with the best. Subsequently, our agency home is an open and welcoming place for our friends in the industry, creatives and clients alike to come in, collaborate and share ideas.

Get to know us
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Andy El-Bayeh

Andy El-Bayeh is an unmatched force within the cultural landscape. A creative strategist and lifestyle specialist with significant tenures at some of Australia’s most respected food & drink brands, Andy is an expert in what truly constitutes unforgettable customer experience and destinations. He brings this knowledge, commercial insight and leadership to Example, where he’s been responsible for creating, curating and launching premium hospitality offerings. He's also developed concepts, identities and in culture experience programs for Merivale, Harbord Hotel, The Espy, Australian Agricultural Company, Accor, Jamie Oliver, Mirvac, Diageo and Good Food Month nationally.

Rebecca Gibbs

Managing Director
Rebecca Gibbs is one of Australia’s most dynamic, driven and respected PR professionals. A natural leader and born communicator, Rebecca honed her award-winning approach to PR on both sides of the pond, with top tier gigs in London and Sydney. As Example’s Managing Director, she synthesises 15 years of experience and an unparalleled understanding of the media landscape to deliver campaigns that ignite conversation and inspire people to act. Rebecca’s passion, wit and empathy drive an inspiring agency culture, while her intellect and devotion to world-class results have made her a trusted advisor to the biggest names in the business including Merivale, Diageo and Nine Food Events.
Natalie Smith

Natalie Smith

Natalie is a strategy director with 12+ years of experience across categories from technology to fashion, from repositioning SaaS products to launching phones; rebranding healthcare technology to designing campaigns for new alcohol variants. A trained journalist, she began her career writing for titles like Russh and Nylon before moving to work with brands at some of the world’s most respected agencies, including Ogilvy, Leo Burnett and R/GA London. Natalie has worked with Diageo, Samsung, Unilever, Canva, Dropbox, Beats by Dre, Tiffany, L’Oreal, Wine Australia and Heineken in projects that have ranged from brand strategy to experience design, campaigns to social media, website development to employee brand experience.
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Cameron Thorburn

Over the last 15 years, Cam has led teams across a unique blend of disciplines including digital and influencer marketing, brand advertising, strategy, creative, social media, editorial, paid performance media, measurement, and content production. Having worked for some of Australia’s leading agencies, Cameron has built a portfolio of award-winning campaigns for global brands, including Klarna, Woolworths, Adidas, Pernod Ricard, AccorHotels, Facebook, Nespresso, South African Tourism, Emirates, Colliers International, Ocean Spray and Mastercard.
Sara Lloyd

Sara Lloyd

Head of Culture Marketing
Sara has 15+ years’ PR and Marketing experience in both Australia and the UK, leading campaigns for global names like Nespresso, Campari, Wild Turkey, EMI Music, General Pants and Country Road. Sara possesses a deep understanding of both client and agency side, having worked in both environments delivering global PR and influencer campaigns, media and consumer events, festival partnerships, content production and paid social amplification in the fashion and lifestyle spaces.
Nathan McIlroy

Nathan McIlroy

Head of PR
A former journalist and skilled copywriter, Nathan has 20+ years of experience in corporate comms, crisis comms and PR strategy. Nathan has most recently led strategic and creative publicity campaigns for a number of travel, property, retail and fintech clients including campaigns for Vivid, Marriott, Sony Pictures, Roadshow FIlms and the Sydney Opera House.
Drew Tweddle

Drew Tweddle

Group Business Manager
Talia Cox

Talia Cox

PR Specialist

Daniel Goldstein

PR Specialist

Tara Kerr

PR Specialist
Holly Marshall

Holly Marshall

Marketing Specialist
Miriam Musgraves

Miriam Musgrave

Travel Specialist
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Belinda Wilson

Finance Manager
Rain Chen

Rain Chen

ADMIN Manager
join the team

Creative Director

What we are looking for in a Creative Director (copy-side preferred) is to help us create experiences the world wants to talk about. Unique, interesting and engaging! The kind of ideas you’d be proud to put on the wall of your social profile, not just because it contributes to hitting your campaign’s goal, but because it’s an indisputably killer concept that can’t be kept quiet.

Part-Time or Full time

At Example, we believe modern status comes from leading others to new experiences. So we work with brands to create and amplify ideas that bring joy, enrich lives, bond communities and design a better world.

To do this, we lean into what people care about and show brands how we can serve those communities. We create work that captures attention and generates coverage because the ideas are timely, relevant, push on cultural tensions, and have a social purpose at its core.

What we are looking for in a Creative Director (copy-side preferred) is to help us create experiences the world wants to talk about. Unique, interesting and engaging! The kind of ideas you’d be proud to put on the wall of your social profile, not just because it contributes to hitting your campaign’s goal, but because it’s an indisputably killer concept that can’t be kept quiet. 

The role is for someone who can concept, craft and produce creative ideas across diverse accounts and projects. You must be self-motivated, versatile, and dedicated to bringing in ideas that are earned-centric and social by design. You will be client-facing and collaborate with a  team to sell in work that solves real business problems. Your focus will be concepting narrative platforms and campaigns for a variety of food, drink, travel and lifestyle type brands, from premium spirit brands to music festivals, to landmark pubs and travel destinations.

OK, so here are things you need to be able to do:


  • Developing and delivering fresh thinking, innovative creative solutions and relevant, motivating campaigns founded in insights, across all platforms for briefs and new business pitches.

  • Interact with our strategy and client teams to gain a total understanding of the client’s business, marketplace, project goals and objectives to demonstrate an ability to deliver the “message” and solve the problem through conceptually sound ideas.

  • Get under the skin of customers in all our client’s markets, and make sure we are always playing to the human, brand and cultural truths in those markets - be customer-obsessed.

  • Concept and write campaign ideas for client projects and new business pitches.

  • Be a positive champion for powerful storytelling and insight-led creativity in everything we do. Excite our client by the creative possibilities of their story.

  • Work effectively with internal colleagues, creative freelancers and creative agency partners at the direction of creative leadership to concept and plan the execution of integrated campaigns and programs across a wide range of media and platforms: experience, PR, social, digital, video and content . Ensure creative projects are completed of high quality and delivered within timeframe and budget.

  • Work in conjunction with account teams, planners and strategists to direct the expression of brand building ideas to drive media coverage, buzz and brand engagement for top clients in a variety of sectors.

  • Contribute to the articulation of our creative ideas, communicating thought and reasoning to clients at the highest possible standard.

  • Support, prepare and present new business development and presentations.

  • Work in concert with a wide range of specialties including strategy, planning, accounts, digital, content, PR, experience and cultural marketing.

  • Manage multiple jobs simultaneously; managing and providing direction to other team members as needed .

About You

  • You are a creative change agent who leads through vision, and by example.

  • You have accelerated brands in the food, drink, travel and lifestyle space (10+ years experience).

  • Experience in influencer and or the earned space is a plus.

  • Must have experience in copy and content writing, in an individual and team capacity, across all mediums. 

  • Ability to manage multiple projects and deadlines in a fast-paced environment.

  • Understands the role that PR and social media play in the overall communications marketing mix.

  • You bring exciting thinking that gets people talking, but you never lose sight of the importance of strategy.

  • Experience of actively growing accounts through exceptional creative.

  • Team Building – you know how to foster creativity within our team, and take pride in the management of talent. You have the desire to dream up ways to keep the team sharp, and skilled.

  • Astute Aesthetics – you have sound taste and an amazing portfolio of proven success across a wide range of creative projects.

  • Talk-the-Talk – You have brilliant interpersonal skills. You know how to adapt your communication across teams, whether it be design, development or video. You don’t just understand the big picture, but the jargon in the details.

  • Client-Focused – you know how to sell ice to Eskimos. You make clients feel heard, inspired, and transcended in your conversations.

  • Growth-Mindset – the ideal candidate finds opportunity in challenge. They are up to the task of growing the agency’s brand, team and trajectory.

  • Process-Guru – you have proven success in scaling and improving large, multi-faceted projects. You know how to streamline every phase of a creative project from research and ideation through refinement and delivery.

  • Hidden Talents – We’re always on the look-out for those whose skills bridge the disciplines. Whether it be IT/networking experience, or augmented reality, we’re always looking for ways to push our work and processes into new territories.

  • A demonstration of your experience through an online portfolio - we’ll be looking at both the quality of the work and how you talk about it.



We believe modern status comes from leading others to new experiences. Experiences that enrich lives and bond communities. Audiences around Australia crave this, and so do we.


We help brands create and amplify meaningful experiences in the realms of food & drink, travel, entertainment and lifestyle. It’s our unique alchemy of insight, strategy, creativity and connections that allows our team to uncover hidden truths, craft narratives, fine-tune identities and create work that defines culture and status.


We think you should check out our agency home ( It's also our own state of the art creative co-working habitat for our friends in the industry, and clients alike to come in, collaborate and share ideas.

Keep up with us on Instagram
Dreaming of cherry blossoms in Japan? Escape with Dreaming of cherry blossoms in Japan? Escape with Australian Venue Co's Summer Staycations inspired by much-loved (and missed) international food, drinks and experiences.  No passport required.
Unless you've been off grid for the past 24 hours, Unless you've been off grid for the past 24 hours, you'll be well aware that Facebook has blocked news outlets and links from their site, in response to the Australian government's media bargaining law. What does that mean? Users can no longer see news on Facebook, whether it has originated from Australian outlets, or global ones. In addition, Australian publishers are unable to hold pages. For marketers and brands, it's vital to reexamine strategies and ensure an integrated, balanced approach across owned, earned, shared and paid channels is in place. Need help? Reach out to Example for strategic guidance and ideation.
Say hello to @chargrillcharlies Bondi! Sydney's mo Say hello to @chargrillcharlies Bondi! Sydney's most iconic chicken shop is officially open at Sydney's most iconic beach. The new store is also home to the very first 'Chargrill Charlie's Milk Bar' serving old school soft serves, thick shakes and more.
Whether it's for a date or a mate, make someones h Whether it's for a date or a mate, make someones heart pop this Valentine's Day with the delicious chocolate selection from @kokoblackchocolate
We are so happy to back in Example House, ready an We are so happy to back in Example House, ready and raring for 2021. Our community of co-workers includes graphic designers, brand experts, entrepreneurs, podcasters and more. So whether you're looking to bring your team with you, or a solo-rider, we would love to have you in the House.
Christmas Gift Boxes, Chocolate Blocks and Edible Christmas Gift Boxes, Chocolate Blocks and Edible Ornaments for your tree - Koko Black's Christmas Wish Upon A Star Collection is available to shop now for a delicious surprise for your loved ones this holiday season🎄

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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