CLEVER ‘KATS’ TURN BACKYARD BUSINESS INTO NATIONAL BRAND

Brand expert Mike Edmonds and Ronnie Duncan took a leap of faith when they challenged the traditional advertising industry with the launch of their creative solutions business, Meerkats.

From humble beginnings in a Perth backyard, the multi-million dollar Australian brand now operates from a two storey creative space in Perth’s popular Subiaco. However, despite the company’s exponential financial growth over the past 14 years, it’s the brand credibility that Edmonds values most.

“Financially, we’ve grown from a loose startup that couldn’t pay its owners for a year to a tightly-run professional services firm with a multi-million dollar income. We are creating channel-neutral business solutions in banking, insurance, retail, fashion, FMCG, as well as many charities and FNPs. But the growth I value most is that of our brand reputation, here in Perth, around Australia and now in many parts of the world, especially Asia,” he said.

“In our first years, as a challenger brand going up against well-entrenched conventional competitors, our biggest hurdle was making money to survive while not giving up on our true purpose. We’d take on conventional advertising clients and create ad campaigns in the expected way, but at the first opportunity, we would try and educate them to the potency of truth and purpose.” Read more

Anoushka Bock - Dynamic Business - 1 June 2018