Matt Thomas
Crisis and reputation management expert Matt Thomas launches Stake which offers brand and reputation solutions.
Stake’s key services include brand + EVP strategy and storytelling, reputation management and stakeholder engagement, crisis and issues navigation, and development of brand campaigns.
Thomas said the agency works at the intersection of brand, reputation, and purpose—crafting strategies that don’t just manage perception but transform organisations from the inside out.
“At Stake, we’re done with the empty rhetoric and spin that so often dominates the world of branding and reputation; we’re here to flip that switch and overthrow outdated reputation tactics," Thomas said.
"We believe reputation isn’t just built on promises—it’s earned through action, consistency, and connection. Brands can no longer afford to exist in silos.”
“In a world where organisations need to build meaningful partnerships, we understand that a brand isn’t just a static asset—it’s a living, adaptive reflection of how an organisation shows up in the world. We believe an organisation's brand and its reputation is earned not owned, built experience-by-experience in the minds of its stakeholders; the customers, partners, employees and collaborators who matter.
Thomas has had a 25-year career in Australia’s top communications agencies (Ex-Havas Red, Think HQ + Icon Agency), Government and the arts, Thomas has worked on brands including Netflix, Nike, Toyota, Amazon, Airwallex, Roche, Fujitsu, and The Body Shop as well as all levels of Government, supporting start-ups and not for profits.
"What's at Stake? Everything. Let's build the extraordinary together," Thomas said.
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