Crucible

Welcome to Crucible

Crucible is a marketing oriented business consultancy operating from Melbourne, Australia. We deliver solutions and services in Australia and internationally.

Crucible provides services for public and private clients in areas such as - marketing accountability; mergers, acquisitions and exits; performance and process improvement; organisational change; growth opportunities and strategy review.

Our Managing Principal has returned from a 2005 assignment as Chief Commercial Officer for a leading pan-European search and lead generation company where he was based initially in the Netherlands then England; with stints in Czech Republic and Denmark in CEO and CCO roles. Some earlier assignments include:

advising a global classified advertising business and managing an international analysis team in a business acquisition onsite in Hungary;
providing marketing consultancy services to a broadband provider;
assisting a marcomms agency compile a successful classified business proposal;
assisting an ICT group in rationalising their business;
on behalf of a European-based celebrity, leading contractual and marketing services activities for his significant Australian charity event;
providing industry background, insights and opportunities for a 'top 4' professional services organisation.

In the late '90s, convergence in the key sectors of Information, Communications, Media and Technology was the issue of the moment. In particular the Internet and the growth of high-speed digital networks gave us instant access to information. Often too much of it, relevance was overlooked in the excitement of universal access.

We were assaulted with visions of a brave new world of multimedia products and interactive content enabled by instant personal connectivity 'anywhere, anyhow, anytime'. This was brought to an abrupt halt by the tech crash in 2001.

The promise of a converging world is still with us. Vigorous growth in the technological capabilities - through the Internet, digital technology and wireless services - has insinuated technology as a fundamental enabler of business success whatever the industry or profession.

The current downturn along with the emerging 'tech' opportunities has encouraged businesses to restructure and rethink their horizons. They have been cutting back to their strengths, weeding out irrelevant businesses and seeking partners who can help them focus and become more flexible.

The Crucible strategy for dealing with this landscape of ambiguity and urgency for change is to invoke a collaborative approach with clients to drive actionable, measurable, profitable solutions.

Our use of collaborative practitioner networks, relevant industry knowledge and business insights enables us to foster strong personal relationships and deliver robust outcomes. This approach is underpinned by our curiosity, enthusiasm, drive and focus to meet agreed objectives.

We initially work with our clients to define the body of work and its context and objectives as focus and clarity at the beginning are critical for project success. Most clients' have resources or fundamentals in place and we work with those to build solutions, we don't aim to bulldoze the landscape before we begin nor leave a vacuum when we complete the job.

We are not satisfied with ordinary solutions. We drive ourselves and our clients to think harder, to test the options and to generate fresh solutions.

We seek to avoid conflicts of interest. Where potential conflicts are identified and we consider that clients' interests can be reasonably safeguarded we will implement appropriate agreed processes to protect them.

We respect and obey all laws, and honour the culture of the people we work with. To maintain the objectivity necessary in our work we will operate within accepted standards and endeavour to ensure our independence is not compromised or perceived to be compromised. We will immediately address any issues raised, that may damage such objectivity.

We respect the confidentiality of our clients within the bounds of the business environment we operate in. We will not disclose information unless we are compelled to do so by legal, regulatory or professional requirements - after discussion with our client.