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Parry-Husbands’ Pollinate expands to Melbourne 

MC Howard Parry-Husbands moderating Tomorrowland

Strategic research consultancy Pollinate has opened a new office in Melbourne and appointed Allan Dib as managing director of the branch as the strategic consultancy continues to grow to meet demand.

Before joining Pollinate, Mr Dib was director of planning and strategy Australia and New Zealand at PPR Australia. He has also held senior roles at W20 Group and MSLGROUP.

He delivered the research and planning for the Gold Lion winning #likeagirl campaign and has been recognised by the Holmes report as a top 25 innovator in planning and strategy.

Pollinate chief executive officer and founder Howard Parry-Husbands, who has been MC at several Fifth Estate events, said staff was now at about 23 and would continue to grow as clients reduced their internal resources in favour of collaboration with external consultancies.

“The reality on the ground is that our clients have less resource than they have had and they’re under pressure to do more with less and quicker, so they need senior experts on the ground externally.”

They may previously have had large “insight departments or innovation teams and now these are much smaller. They also now collect more data and are more interested in co-creation.”

Clients include Lend Lease, Mirvac, the Department of Agriculture and retail organisations such as David Jones and other others in the food and beverage sector that need to understand changing consumer preferences and the sometimes wide impacts these could have.

Less demand for sugary drinks or fruit juices, for instance, could affect suppliers and sometimes whole towns. The challenges were increasingly complex, Mr Parry-Husbands said.

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