Colouring outside of the lines and challenging the norm is what led Clare Willis into the world of marketing, and it’s exactly how she intends to continue with her new boutique marketing and events agency, The Grey Area.
“I am not black and white, I am not cookie cutter and my business was never going to be – I live in the grey area, the outside the box, innovative space that doesn’t have a right or wrong answer,” Clare said.
With a double degree in Marketing & International Business, a Bachelor of Law from University of Western Sydney Parramatta and more than a decade in the marketing industry, The Grey Area Founder and Director has worked alongside and strategically promoted some of the world’s most prestigious brands. Some of these include Accor Hotels, Philip Morris portfolio, Kevin Murphy, Antipodes, Hunter Lab, and has built a reputation for her people-first approach.
“I am a big believer in clients engaging with a business or working with a brand because of their people and the culture that they foster,” Clare said.
“You can teach anybody a skill, but you can’t teach them to be a good person. You can’t teach them to be so passionate that it’s written all over their face, and you certainly can’t teach them to care.”
“When clients learn about The Grey Area, I want them to know it is a business in which they can rely on, and one that will bring their vision to life.”
It was the rollercoaster of 2020 that helped Clare uncover a gap in the market.
“I feel that there are a lot of companies and businesses in this space that try to be everything, to everyone. They are continually trying to compete with each other and are promising to do so many things, but not necessarily doing them well. The Grey Area is about being a specialist in its field. It is about committing to what we know we can deliver and exceeding expectations and aligning with partners in other areas of expertise to ensure the client need is always met”.
Based in her hometown of Sydney, Clare and her team will work across brand strategy, marketing communications, event styling and activations.
The team at The Grey Area have rolled up their sleeves and are ready to take on new clients looking to raise the bar and generate long-lasting impact. Foundation clients include White Rabbit Double Bay, White Rabbit Kiaora Place, University of Newcastle, Hunter New England Health, roba Productions & Goodness Gracious Sydney.
Head to www.thegreyarea.com.au for more.
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