Some of Brooke Tully’s most successful career moments are a result of her counselling clients to not pursue a certain campaign just yet, or not go ahead with a particular direction just at that point in time.
Indeed, it’s often knowing what shouldn’t be done, as well as what should, that can make all the difference.
With a 22-year+ history in PR, publicity, online editing, C-suite and start-ups, Brooke brings a wealth of experience and business acumen to I Write Smart Content, a freelance content strategy, project management and copywriting service.
For six years Brooke honed her PR skills working for some of the most respected agencies in Melbourne at the time (Undertow Media, Harvey Publicity, The PR Edge, Polarity Consultants), before launching her own publicity business, Elastick. Following an incredibly successful decade consulting to household brands and business in Australia (Mars Petcare, Dulux Australia, NAB, Krispy Kreme, The Amy Gillett Foundation, Tassal Salmon, Ego Pharmaceuticals, APIVITA), Brooke was looking for new frontiers.
The answer came by way of a client, BikeExchange. Brooke had consciously delayed entering them into the Telstra Business of the Year awards the year prior, believing firmly that one more year of progress would make all the difference. Her counsel proved wise, and the following year she worked with the client to create an impeccably detailed and compelling submission. BikeExchange won the highly coveted national awards.
This led to rapid growth for BikeExchange, and a wealth of fresh opportunities for Brooke (who was, incidentally, a committed triathlete and very keen cyclist). She moved in-house to BikeExchange where she soon identified how to make the platform ‘stickier’ and to create the early foundations of a community by establishing the BikeExchange blog. Brooke worked as Communications Director and Online Editor for several years before she was approached to expand the rapidly-growing business (by then present in Germany and the US) into the UK and Ireland.
In 2016 Brooke relocated to Dublin as CEO to BikeExchange UK and BikeExchange Ireland and was responsible for all facets of building, launching and maintaining both businesses. In 2019 Brooke decided to return to her true passion, writing.
Through her business, I Write Smart Content, Brooke brings to the table a unique combination of C-Suite level strategy, agency-sharp project management and executive communications and content development (with an applied focus on SEO copy).
Whether her clients require a full digital content solution, plan and execution, or a one-off sample of writing, Brooke is well-placed to deliver.