WORDS BY ALLEY PASCOE I PHOTOS BY CHARLIE BLISS + MEL BRAUTIGAM
The driving force behind True North Strategic Communication? Telling Top End stories in true Territorian style.
They say if you want a job done, ask a woman. If you want a successful marketing campaign for a $20 million pool precinct done, ask 11 women.
That’s exactly what the City of Palmerston did when they engaged True North Strategic Communication to roll out the brand for SWELL – a new aquatic centre in Palmerston. For True North Managing Director, Elena Madden, the SWELL project has been one of many highlights since she took over the company nine years ago. “I had big shoes to fill when I took over from the previous owner Jane Munday – who is still a senior advisor and a wealth of knowledge – and rebranded as True North,” explains Elena, who now leads a team of 11 women ranging from their early 20s to 70s. “We work on some of the Territory’s best and biggest projects, providing strategic communication services.”
Above: SWELL Palmerston
Below left to right: General Manager, Sevasti Makrylos, Managing Director, Elena Madden, Associate Consultant, Huntar Hakim
When it comes to understanding what the team at True North does, it would be easier to ask them what services they don’t offer. “We do everything from community consultation and stakeholder engagement to strategic writing, marketing, and content creation for social media,” explains Elena. “The most important aspects of our role are to apply our local knowledge and best practice communication expertise to an organisation’s program or project.” “We’re all about values-based work and we only take on projects that positively contribute to the Territory.
We see that the main aspects of our role are to help organisations communicate, consult, and understand local values.” The Territory is at the heart of everything True North does. Look no further than the business’ General Manager, Sevasti Makrylos, a born and bred Territorian who started as a graduate in 2015 and climbed the ranks to General Manager. “Having lived in Darwin for most of my life, I understand the laidback culture here, the values we share and the issues we face,” she says. “People care very deeply for the community here, and that same care underpins the work we do at True North.”
For Associate Consultant, Huntar Hakim – a Wiradjuri woman who grew up in Sydney and moved to Darwin last year for a graduate opportunity with True North – working in the Top End has been a welcomed opportunity to learn about Larrakia Country, culture and community. “Being able to spend time in communities and with locals and Traditional Owners (TOs) has been insightful and amazing,” she says with a smile. “What sets True North apart – say from an agency in Sydney – is that cultural respect is always front of mind. It’s second nature, not an afterthought.”
Darwin is a vibrant and varied place, and the team at True North are a reflection of that. Their office is full of colour, comradery, and their very own ‘DOFT’. What is DOFT, you ask?The Department of Fun Times, of course. “Our office is high energy with a lot of banter and chat, the Department of Fun Times is a big part of who we are as a team. We are a group of incredibly bright and capable Territory women who give everything to our clients and our team. We get things done and we have fun working together along the way,” says Elena, echoing the aforementioned adage: if you want something done, ask a woman. Or, better yet, ask True North.
https://www.truenorthcomm.com.au
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