top of page
Brand Planning Marketing Training

The Brand Planning & Positioning Specialists

We help marketers make the right strategic choices & set direction for their brand

via marca logo_white.png

BRAND STRATEGY

Do you need to:

 

  • Write a strategic brand plan that drives choice & prioritisation, creates direction & delivers strong commercial results?

  • Develop or sharpen your brand positioning to be relevant to consumers, distinctive to competitors and forge a long-term vision & ambition?

  • Convert strategy into execution by crafting succinct and inspiring briefs that create clear direction and springboard breakthrough ideas?

We have the workshops, frameworks and expertise to get you there.
 

What we do

Brand Planning Brand Positioning

Use our Options to Action Brand Planning Framework to:

  • Find Opportunities to Grow

  • Make Choices & Set Priorities

  • Create Direction

  • Drive Growth

Marketing Training Programs

Develop or refine using our Sharpen your Brand Positioning framework  to build a brand that is:

  • Relevant to your consumers

  • Distinctive to your competitors

  • Authentic & Credible

IMG_9366.jpg

Use our 6 Step Communicatiosn Task framework to help you write a Communications Brief that is:

  • Clear on the task & outcomes

  • Succinct

  • Inspiring

How we do it

We understand how busy marketing teams are delivering day-to-day business commitments, so we design & facilitate effective and efficient workshops to help sharpen your brand strategy and deliver better in-market results. All while you keep the engine of your business running 

 

We facilitate our workshops using a suite of proprietary processes and tools that drive disciplined & logical thinking, which results in breakthrough insights and strategy.  

We choose relevant, customised case studies for each organisation to demonstrate best-in-class and aid application. 

Our years of experience across many industries and markets mean we can provide a fresh but experienced perspective to push your thinking.  We'll ask the questions you hadn't thought of to get the strategies you need.

We customise all of our workshops to suit your needs, and we have flexible options based on your team size, location and available time. Full day, half day or an hour of power. Face-to-face or remote - we can do it all!

Who we've helped

Hi, I'm Anne Ricci

Loosely translated as 'Brand Direction' in Italian, I founded via Marca in 2016.  I am Brand Planning & Positioning specialist, and my mission is to help businesses build brands that matter & marketing teams that thrive. 

With a corporate career spanning almost 20 years, I worked on some of Australia and Asia Pacific's most loved brands, building a strong track record of delivering business results, positioning brands for success and leading marketing capability programs, both locally and globally.   My last corporate role was the envy of many – as the Global Marketing Director leading the launch of Tim Tams into the US & China.  Yes, I had access to a never-ending pack of Tim Tam's! 

 

This experience means my approach to brand strategy & marketing capability has come from the trenches, not the textbooks. Every tool and process  I use has been built to champion the brand management fundamentals I have learned, applied & taught throughout the years, but reinvented so their application is relevant for today's fast-paced world.  

Since starting via Marca I have written strategy for, trained and applied my tools & practices to many industries and brands including:

  • FMCG & Alcohol

  • Food Delivery & Rides

  • Retail & Shopping Centres 

  • Healthcare, Aged & Disability Care

  • Health & Fitness Supplements

  • Entertainment & Streaming

  • Design, Construction & Equipment Hire

  • Higher Education 

  • Not For Profit

And I have worked globally across Asia-Pacific, Europe, North and Latin America

Check out my clients and their testimonials here

Want to get to know me better?

You can check out my blog posts here. I also post regularly on Linkedin, so check out my profile

 

or you can get in touch via the contact form, and we can organise a virtual coffee or glass of wine, depending on the timezone!

  • LinkedIn
AnneRicci-GEORGE FETTING-001a_edited.jpg
Markets I have worked in (3).png

Testimonials from happy clients

Testimonials

BRAND STRATEGY

 

After guiding our Brand Planning, Brand Positioning & Communications Strategy process for the last 4 years with a string of successful workshops and strategy sessions, Via Marca has quickly been established as a key partner to the Sanitarium Marketing team.  Anne has a refreshingly unique and passionate approach to brand-building workshops, utilising a wealth of FMCG Marketing know-how to deliver us powerful and productive session outcomes for the brand.  Each session is thoughtfully put together with modular customisation to best fit the brand and the problem you’re there to solve.  A few qualities we really appreciate in Anne is her ability to push a team out of their comfort zone, without resulting in discomfort; the way she delivers with structure and rigour but via her uniquely adaptable and flexible style which seems to be informed by a kind of “sixth sense” that can read a room, and then just run with it. In this line of work, you don’t see many get this right and I think that’s what makes her outstanding.

Jessica Manihera, Head of Marketing, Sanitarium

After identifying some gaps in our planning capability at AMP Capital, we invited Anne to partner with us to help recraft our business planning process to build compelling, insight-led strategies across our retail portfolio. Our collective experience with Via Marca has been exceptional, and we have continued to engage with Anne during our annual business cycles. Anne helped us build significant cross-functional capability and embed a rigorous yet efficient process that delivered stronger, more compelling business strategies and plans for our assets, our teams and our investors. Our priorities are crystal clear and directly support and inform the future growth vision for each of our assets. We look forward to working with Anne to continuously improve and evolve our planning process as our business needs evolve. I would recommend Anne to any business that is seeking to elevate its marketing capability and strategic planning outcomes. She is a gifted, strategic marketer with a passion and deep talent for building and embedding marketing capability into businesses.

Georgia Karaboulis, Director of Research & Insight, AMP Capital

Throughout the development of various brands, including the master brand strategy for Ramsay Health Care, our team had the pleasure of collaborating with Anne and her team. Anne's approach involved working closely with our marketing team and relevant stakeholders, including front-line workers who had direct insights from our consumers. Anne encouraged us to question the status quo and think outside the box, while always prioritising our consumers and business objectives.

One aspect that proved invaluable was the meticulous preparation and research Anne conducted before each workshop. She thoroughly examined our competitors, market trends, and provided an outsider's perspective on our business. This, along with the toolkit used throughout the sessions, ensured that everyone involved had a comprehensive understanding of the subject matter, leading to engaging and lively sessions.

Anne didn't just conclude the workshops and leave us to determine the next steps on our own. Instead, she actively took the outputs from the workshops and collaborated with me to develop a comprehensive strategy. This partnership resulted in strategies that the team and I were proud to present to the Australian Executive Team.

Andrea McDougall, National Marketing Manager, Ramsay Health Care

We have used via Marca to help us develop our 3-year strategic plans at Vitaco for the last four years.  Anne has done a brilliant job from the outset.  The strategic planning framework, process, and tools she introduced to the team were clear, understandable, and actually quite simple to apply to our brands.  She was highly accessible to the team during the whole process and she has a rare skill of being about to engage and coach all levels of the organisation which made the actual workshops highly effective.  The resulting strategic plans we developed were a huge step up from previous years and what was almost as important is that we have built planning capability across our organisation.  I would highly recommend Anne and the team from via Marca.

Alex Boden, General Manager, Vitaco (Musashi, Nutra-Life & Aussie Bodies)

Anne with her process & toolkit helped us to: articulate and focus our brand; identify priority issues and our most promising markets; and facilitate a new brand direction and campaign. She challenged us in every way and, frankly, what could have been a painful process was genuinely enjoyable and incredibly fruitful because of her engaging ways. Anne has a way of asking the killer questions with a smile. She is a delight as well as an incisive, strategic brand guru.

Kirsten McGregor - Executive Director: Marketing, Media & Communications, University of Southern Queensland

MARKETING CAPABILITY

Anne and I originally connected out of the blue – to network on LinkedIn. After being impressed by her posts on my feed, I decided to approach her to lead a major piece of work for me; developing a new Integrated Marketing Connections (IMC) approach, including the process, tools, capability materials and workshops for rollout across the Lion marketing team & agencies.
I’ve worked with agencies in the past, with a similar brief, so I know what to ‘expect’, but I found working with Anne such a delightful change. Why so?

  • Anne brought in the right balance of deep personal knowledge (of marketing and capability), complimenting with my own inputs, builds, requirements. There was no tension over what was correct, or better. We collaborated easily, and seamlessly on process, content, & capability.

  • Anne moved with such pace. I had a reasonably tight deadline and it never felt for a moment like we would miss that. Anne was able to deliver enormous amounts of work in a short time.

  • Anne has existing “off the shelf” materials that she uses in her own marketing programs, that she was happy to include for my project. This meant easy, fast, validated content.

  • Lastly, all the little things that you’d hope don’t mess things up and get in the way (fees, billing, project management etc) didn’t get in the way!

Net, Anne was GREAT and I’m extraordinarily happy with the results.
I’m glad we connected out of the blue & I’m even more glad that I rolled the dice & used Anne/Via Marca for my project. I can’t endorse her highly enough!

Mark Fisher, Marketing Capability Lead, Lion

We engaged Anne earlier this year to run a marketing master class series for the mighty Kennards Hire marketing team. Thorough, easy to digest, packed with fantastic tools and templates, the team relished in the conversation, the practical examples and the ability to leverage the time , information and templates to develop their own strategies and plans which propped up our FY24 marketing plan.

Anne’s easy to understand approach, gentle challenge questions and ability to create a warm learning environment had the entire team thinking and challenging each other in a safe environment.

The best part being, since our course with Anne, they have been coming to me with extremely well thought out briefs and tackle each project with the “problems we are trying to solve” approach, critical honing into the underlying strategic objective.

We have loved the work we did with Anne and I highly recommend Anne’s master classes to any marketing team wanting to learn, unlearn, relearn and refresh themselves on core marketing principles which is so required to get out of the weeds and focus on big picture.

I look forward to connecting with Anne on a frequent basis to continue the conversation with the team over many years to come .

Manelle Merhi, General Manager Marketing & Customer Experience, Kennards Hire
 

We had our Australia & Asia Pacific All-Hands yesterday and there was a massive shout-out to the brilliant comms brief-writing training sessions from across the team. I also surveyed my team on culture, and it surfaced regularly as a highlight of H1. Your course has lit a fire in the team.  They have adapted your tools and are putting extra focus on briefing after your brilliance, thank you!

Andrew Morley – Head of Marketing ANZ. Uber

Via Marca was selected to conduct our Asia Pacific Marketing capability training after a detailed review of multiple providers throughout the region. Our brief to was to conduct the training with participants at varying levels of experience and capability across our Asia Pacific unit, including ANZ, Philippines, Korea and South East Asia. Anne's framework, content and delivery stood out versus other well-established suppliers in this space, with category-relevant case studies and a unique custom-built approach. Throughout the execution of the training, Anne created engaging and meaningful content, which the teams immediately responded to. Navigating through the challenge of running the sessions online in numerous time zones, Anne stretched the teams to think deeper, making use of a current business challenge. Our teams have come away with a framework for building commercial, executable brand plans that will deliver sustained growth. And, they are all supremely more capable of selling those plans to their internal stakeholder groups, building their "fact-based storytelling" superpowers. I would highly recommend Via Marca to anyone looking to build the competence and effectiveness of their marketing teams.

Samantha Hansen - Country Manager Perfetti Van Melle

After a tremendously successful track record as a Marketing leader within Campbell Arnott’s, Anne Ricci has continued to make substantial contributions in her capacity as Founder and Director of via Marca – our Marketing Capability partner. Anne has brought to us in Asia Pacific a rare combination of both foundational capability training as well as insights into more contemporary practises and case studies. Her coaching methods and style have consistently resonated with members of my team from all levels of experience and across the Region earning her the highest of evaluation ratings. As we strive to become the most effective Foods Marketing team in the Region, we continue to rely on via Marca to be building the necessary Marketing skills and disciplines within the team that befit such an ambition.

David McNeil, Vice President Marketing Asia Pacific,  Campbell Arnott's

I had the pleasure of collaborating with Anne on a Brand Impact training.  I found the training to be one of the best training sessions that I have attended.  This is due to Anne’s ability to simplify a process with true clarity and transforming a training process into a working tool.  Truly this is the difference between process driven consultancy and REAL ‘I-live-it’ EVERYDAY collaboration.  The opportunity from the training output to both my team and myself is in the ability to focus on what is truly importance in making the difference to our business and knowing the impact of the difference.

I continue to look forward to all opportunities I have to collaborate with Anne and highly recommend her as a trainer.

Michelle Nunis, Marketing Director, Campbell Soup Company Malaysia

Anne is an exceptional marketer & fantastic trainer.  Anne was able to structure the content of the marketing course that suited the needs of marketers with a wide range of experience from ABM to Marketing Managers using simple, logical templates and real life brand examples.  In addition, the valuable collective discussions during the course had really helped stress test thinking on our own brands and business challenges to enable us to build brands that are truly distinctive.  I highly recommend a conversation with Anne about any areas of marketing capability training that team your team needs.

Anna Tu, Brand Manager, Hort Innovation

Linkedin Cover Banner 2024.png
bottom of page