Tom Donald – Panel Chair

Judge 2021
The Royals, Head of Strategy

Tom has worked as a brand strategist for almost 25 years. Focused on combining evidence-based strategy with business-building creativity, he’s currently Head of Strategy at The Royals Sydney where he’s a key part of the team behind the new Coopers ‘Forever Original’ positioning and branding.

Before The Royals, Tom was at Re Design, and before that client side at Beam Suntory where his team developed Roku Gin, now a global ‘smash hit’.

He has worked directly with clients ranging from superannuation firms, to start-up distilleries, to the City of Sydney Council, and has worked with agencies including Pentagram, Wolff Olins, Droga5 and M&C Saatchi on challenging projects and new business development.

Tom has worked in New York, London and Sydney through bubbles and busts, and helped grow a family business which was sold to the Economist Group, all of which have made him a down-to-earth strategist known for keeping things clear and simple.