This is AnotherKind, we are female brand specialists. We help brands, businesses and social impact organisations build authentic connections with modern women, driving commercial impact, reshaping the stories we tell, and shifting culture for good.
AnotherKind was born from the belief that it was time for AnotherKind of story, that there existed a growing demand for nuanced storytelling from female protagonists of all ages. Women who are discerning, financially empowered, and culturally aware.
Women drive 70–80% of consumer spending and make most household purchasing decisions — meaning they decide where roughly half of Australia's economy goes. Represented with authenticity and depth, women aren't just a cultural force — they're one of the most commercially significant consumer groups.
About us
AnotherKind is led by Tiara Lowndes, a novelist, creative director and cultural force who has spent two decades writing women, both on the page and in human-led, culturally insightful brand work that's both award-winning and commercially successful, including the Embodied campaign for Modibodi and long-running work for Berlei, Jockey, Google, Audible, Air New Zealand and Wotif.
Her brand work has been recognised at Cannes Lions, D&AD, Creative Review, the Effies, ADMA, AIMIA and MIXX.
Tiara founded AnotherKind to close what she calls the "female blind spot": the gap between the women brands think they're talking to and the women who actually make the decisions. Rather than just competing for the creative work itself, AnotherKind sits upstream of it, helping brands question who they think their female audience is, and creating insight into her real life before the work gets made.
About you
If you're a CEO or CMO who knows you're not connecting with women, but can't work out why, AnotherKind is for you.
If you're a marketing director looking for genuine insight into how women think, buy and engage, AnotherKind is for you.
You understand the need for AnotherKind of story is structural, not just commercial. 23% of women in advertising and marketing say they're likely to leave the industry over a lack of inclusion or discrimination, and 38% of mothers say family responsibilities are blocking their progression. Only 16% of women in the industry are over 45, compared to 40% of the wider workforce, and just 11% of creative directors are women, with a median pay gap of 25%. An industry this unrepresentative of the women it is trying to reach will keep telling the same old story.
How to work
with us:
Female Brand consultancy
We explore the cultural tensions and societal shifts shaping modern women's lives, and reveal where brands, businesses and social change organisations are missing her.
Creative Direction
& Storytelling.
We make human led, culturally insightful work that resonates with modern women. Work that's both award winning and commercially successful, from insight to execution.
Female Blind Spot Workshops & Keynote.
If you can't see it, you can't fix it. The Female Blind Spot examines the problem most brands don't know they have. We help brands and businesses see what they don't see, about the women they're trying to reach, and the gaps in their own thinking that are holding them back.