IOLANTHE GABRIE

Director

Digital polymath, Australian culture and commerce influencer, and Director of Ruby Assembly, Iolanthe Gabrie pairs rich ideas founded in classical education with brave guerrilla strategy to create inimitable content of depth, humour and interest. 

A sought-after brand collaborator and authority in Melbourne's digital strategy, commercial writing and blogging communities, Iolanthe specialises in building exceptional online voices and developing productive, engaged communities across social media platforms for businesses, individuals and organisations.

Iolanthe is an award-winning commercial blogger and popular digital identity with strong communities across her two digital publications: Ruby Assembly and Hometruths Melbourne. 

Regularly called upon to deliver keynote addresses on digital media and the commercial application of social media, Iolanthe is a tutor at RMIT and also facilitates popular courses including 'What to Expect When You're Expecting a Business' and 'Leader of the Pack'. She is also the curator of Serious Women's Business: Northside.
 

WHAT IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM?

My favourite social media platform is Facebook. I thought long and hard about this question: my initial response was Instagram because of the attractive, purely visual feed it provides (and the shopping tips it offer me). But despite the advert-heavy mix of content on Facebook, I remain steadfastly enamoured with Facebook Groups. It is within these quasi-private group spaces that I learn the most, and feel the greatest sense of connection with my peers.

WHAT IS YOUR FAVOURITE APP?

Slack! This magical app allows the Ruby Assembly team to share our work securely with each other and our clients in real time. Slack helps us to work collaboratively from our beautiful Brunswick East studio, from our home offices and from our regional retreats - it makes modern businesses truly mobile and improves our lifestyles in one intuitive package.

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES?

Australia is in an interesting place socially and economically. Consumers are spoiled for choice when it comes to the retail market - they’re being courted by multinationals with huge purchasing power, offering inexpensive consumer goods both online and in shopping megaplexes. At the same time, the community are aching for real world connection and trusted referrals. It’s in this space that local businesses can cut a swathe through their competition (whether they’re in the next postcode or the next hemisphere). Social media is the most cost-effective, intelligent and targeted method of introducing new clients to your business. Simply put, being active on social media is now essential for all businesses and identities - it’s the basic level of accountability and brand hygiene expected of legitimate concerns.

Katherine Allan

Team Leader and Senior Digital Strategist

Katherine is a digital strategist, copywriter, and pop culture tragic from Melbourne. Originally from the Gold Coast, Katherine completed her Bachelor of Communications at Griffith University before being lured to Melbourne to fulfill her dream of becoming a writer and running into the cast of Neighbours at the supermarket.

Katherine has delivered digital content for a number of clients, predominantly in the Melbourne arts community. She is also a stand-up comedian, having performed at some of Australia’s best comedy clubs as well as in her very own show at the Melbourne International Comedy Festival called ‘The Breast of the Fest, which was described as ‘the most important show at the festival’ by The Music in 2019. She has appeared as a guest on the ABC’s ‘National Wrap’ with Patricia Karveles as a comedic correspondent, and as a guest on 3RRR Radio.

In her spare time, Katherine can be found eating donuts at Footscray station, asking strangers if she can pat their dog, and talking about make-up Youtube scandals to anyone who will listen.

Favourite social media platform and why?

Instagram. Technology has come so far since social media was first created that the idea of a digital photo album feels obvious, but that’s what makes it brilliant. The design is so sleek and simple, plus it’s so user friendly that even my mum knows how to use it.

What is your favourite app and why?

Beem It. It’s a money transferring app that makes going out to dinner with your friends a breeze. Any app or new technology that people use the name of to describe the thing they are doing is always going to be a game changer. “I’ll Beem you.” Genius!

Why is social media so essential to Australian businesses?

Because we live on the internet. I always put my trust in brands that have a strong social media presence. Every business needs to find their target market, and then figure out how to target them on social media. In today’s world, word of mouth marketing means having something go “viral.”

Alexandra Russell 

Senior Digital Strategist

Alexandra is a copywriter, digital strategist and visual thinker from Melbourne. After completing a Bachelor of Communications (Media) Degree at RMIT University, she began interning to learn the craft of social media management, soon discovering a great love of copywriting along the way. She worked for organisations in community television, sport and digital marketing, as well as with clients in the e-commerce, fashion, health and beauty industries.

With a combination of freelance and agency experience under her belt, she was eager to continue growing and aligning herself with an agency that was equal parts intelligence, kindness and focus. Without question, Ruby Assembly was that agency.

She is passionate about creating visual and written social media content that enables clients to communicate who they are and what they can offer. In a clear, thoughtful and creative way.

In her spare time you can find her trawling online publications such as The Cut, Fashion Journal and The New Yorker, exploring Melbourne or watching a new Netflix series.

Favourite social media platform and why?

My favourite social media platform is definitely Instagram because of how diverse it has become in what it can offer people and their businesses. It can be used as a photo diary, a platform to connect with your target audience, grow and present your brand, stay informed of the news and tell your stories your way.

What is your favourite app and why?

Youtube. From an educational standpoint, it has changed the world in our ability to learn and find information on just about everything! Another reason I love Youtube is its familiarity and easy use - it is a platform that gives you autonomy with what you are watching. If you are wanting to find a new music video from an artist you love, you will most likely be able to find it on Youtube. If there was a speech or a heartwarming reunion video shared around the media that you missed, it will probably have been posted on Youtube. What’s more, you will be able to play, pause and finish it on your own time. Also, adorable cat videos are the best!

Why is social media so essential to Australian businesses?

Because social media can truly communicate the high-quality offerings of Australian businesses as well as why, for an overseas audience, they are worth investing in. In today’s world, we have the privilege of choice when deciding on our goods and services. This not only extends nationally but globally. Having the ability to build trust, familiarity and engagement digitally is why social media is a crucial component of Australian businesses. It is the tool that eliminates the hurdle of geography in the pursuit of great businesses with thoughtful, Aussie humans behind them!

Matthew hicks

Digital Strategist

Favourite social media platform and why?

For my personal use it has always been Twitter but perhaps not so much since it became X. Maybe it's Instagram now.

They're such opposites: Instagram is visual and has such a clean form, while Twitter is text-focused and almost chaotic by comparison. I've loved how Twitter facilitates casual conversation and I've had so many genuine interactions there, but the community has changed. The new alternatives like Threads or BlueSky haven't quite clicked for me yet but there's potential.

On the other hand, Instagram is so simple and scrollable, making it easy to engage with. There's something so reliable about that grid format - if I was looking up a business to see what they were like, I'd start on Instagram.

What is your favourite app and why?

As great as it is to have all of my music collection on my phone or to have a camera with me at all times, it's the Kindle app that's truly changed my life. In the past I would carry a book around with me but there were times when that wasn't practical. Now if I get even a few seconds spare then I'm straight back into reading my book - even in the dark.

Why is social media so essential to Australian businesses?

Because that's where your customers find you and get to know you. Businesses can present a face to the public on social media like they've never been able to before.  It's an amazing opportunity to authentically connect with your target market.

Mariana morris

Client Strategist

FAVOURITE SOCIAL MEDIA PLATFORM AND WHY?

Instagram! 

I love the curatorship & creativity it inspires, no matter the topic. I appreciate how it forces you to be nimble and thoughtful in presenting content. It's highly personal and yet community driven. 

It's also how I mostly keep in touch with my family and friends around the world.

WHAT IS YOUR FAVOURITE APP AND WHY?

Dice. Bandsintown. Love live music, it lets me know when bands I love are in the city I'm in. 

*(Equal first place fave is CityMapper, because I also like to know where I am & the best way to get where I'm going!)

WHY IS SOCIAL MEDIA SO ESSENTIAL TO AUSTRALIAN BUSINESSES?

Connectedness. With each other in this vast country and beyond, with the rest of the world. Having lived abroad for many years, I've experienced first-hand how often Australia is still considered as this far off "Oz-like" place & in many ways a bit of a novelty. Social Media is a great forum to show all aspects of our culture and show-off our business acumen as creative out of the box thinkers.