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The Task

Trans – Tasman Business Circle is one of Australia and New Zealand’s most prominent organisations providing a platform for sharing ideas between the two nations. Celebrating its 20th anniversary, the business recognised that while it needed to acknowledge and honour its historical roots, it also needed to assess its market positioning against a background of client insight and shape a future positioning that will see the business continue to flourish and grow not only in Australia and New Zealand, but the broader Asia Pacific region also.

M&C Solution

Having had partnered with the Circle for a number of years, M&C knew the Circle’s business intimately. To assess and determine the Circle’s future market positioning, comprehensive client insight research in both Australia and New Zealand. Along with extensive analysis of the market, we designed and developed a positioning that would see the Circle continue to grow in its current markets, but also in the broader region. Our recommended positioning has shifted the Circle from being considered an “events company” to a “strategic growth partner for the region’s leading organisations”.


The Circle’s new positioning and identity was officially unveiled at a high profile business luncheon that attracted more than 600 of Australia’s elite business leaders and featured both Tony Abbott and John Key. The Circle’s positioning of being a strategic growth partner that grows its clients relationships, insights and profile was very well received and strongly endorsed by the business community.


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