Julian Wolkenstein
Vocal heroes
When Qantas wedded its brand to an Australian anthem, it was an ad man’s dream. After nearly 20 years, the campaign is still strong thanks to the children’s choirs that bring it to life.
Business class
In under three years, Virgin Australia CEO John Borghetti rebranded a struggling carrier and now competes as a major player. He tells us how it’s an airline’s staff that helps keep standards high.
Sheer genius
After faltering in the 1990s, the Australian Merino wool industry is seeing a resurgence. A growing luxury market in China is proving a welcome boost to Brand Australia along the way.
Hot Potts
Fratelli Fresh’s Barry McDonald, a long-serving supplier to Sydney’s finest restaurants, gives Monocle a tour of Potts Point, a food-obsessed inner city neighbourhood of the Australian city.
