B&T magazines favourite contrarian, rebel rouser and shit stirrer, there is a serious side – to bring a reality check to the digital crazy world the advertising industry has descended into.


Rob Strohfeldt: Founder & Creative Director at SCG

Rob started his career as a mathematician (BSc Pure & Statistical Maths) in market research designing samples, statistical analysis of quantitative research and data base design and interpretation. Under the tutorage of the legendary George Kelly, he specialised more in qualitative research (focus group/in-depth interviews etc.).

After 5 years in research, he shifted to advertising, working with agencies (before there were strategic planners) Masius, McCann Erickson, Clemenger and Saatchi & Saatchi. In 1988, whilst at Saatchi, Rob met and worked with Grahame Bond (Aunty Jack) and founded Bond Strohfeldt in 1990. The agency was one of the country’s best known and successful Australian owned firms with clients such as Bridgestone, Daihatsu, Daewoo, Virgin Megastores, Samsung, Australian Taxation Office, BBQs Galore, and Case Machinery.

After time out of the industry, Rob thought about a different approach and teamed with the principals to form SCG – www.thescg.com.au