Kelly-Jade (KJ) founded MiniBoo Creative with her partner Redd after the pace of corporate life ran them ragged. KJ had already built a diverse, successful career at leading global and local advertising agencies when she decided to live life on her own terms. Freedom for her also created freedom for clients with more affordable, effective solutions for small businesses.
Her passion for marketing and advertising began at University, where she graduated with a double degree in business marketing and Mandarin Asian studies. Early on, she made a name for herself and was nominated for B&T’s Top 30 Under 30. She also took the leap in industry leadership roles as a co-chair of The Communication Council’s Victorian Arm of Youngbloods and the co-founder of the Account Management Group of Australia.
KJ put her knowledge to use at Publicis Mojo, Whybin/TBWA, Sputnik, Hard Hat Digital, and other large corporations, like Target Australia. While managing Target Australia’s national digital brand communications, KJ gained valuable, rewarding experience working on the other side of the fence. She advocated for ideas, encouraged creative partners, and executed marketing briefs. In turn, she has a deep, personal understanding of the pressures that Miniboo Creative clients face. Combined with her years of agency experience, she knows that honest communication is essential to get the best ideas from your team and put the client at ease.
KJ has held senior strategic planning and account management roles, creating campaigns that span many communication channels. Her work has been utilised across TV, print, radio, digital, direct marketing, social, search, CRM, email marketing, and more. She grew as an expert in all communication channels with experience in strategic marketing and analysis, digital strategy and user experience design, social strategy and execution, graphic design and content creation, media planning and implementation, and project management.
Even with a jack-of-all-trades mentality, KJ brings the focus of every project back to consumer behaviour for the most effective results. Coca-Cola, Schweppes, Honda, Mars, Pedigree, L’Oreal, Kraft, Birds Eye, Barwon Health, National Disability Insurance Agency and dozens of other high-profile clients relied on KJ’s expertise to craft meaningful, effective campaigns.
You’ll often find KJ in the middle of a Netflix binge session, followed by a critical analysis of every single plot detail. The house is always filled with great music and craft microbrews that Redd creates in the backyard for friends, family, and the occasional MiniBoo Creative client.
Abby-Leigh Johnston (AJ) is the backbone of our MiniBoo crew with extensive experience as a manager, executive assistant, marketing consultant, project lead analyst, and do-it-all coordinator. While working at Hickory Group, Pall Corporation, Leighton’s Contractors, Visionstream, and Amtec Disaster Recovery, AJ was the start-to-finish coordinator and consultant for thousands of marketing projects. When businesses have a need, AJ has the solution. Her ability to define, describe, and design positive changes allows clients to move forward with confidence.
AJ loves to learn new things and has a focused, can-do attitude for every challenge with a rainman-esque fascination with analytics and data. She’s currently pursuing certification in SEO, Google AdWords, and Google Analytics to offer expert insight and strategy for MiniBoo clients.
Before joining MiniBoo Creative, she was a managerial leader and marketing project analyst at several large-scale Australian corporations. Today, she puts the same care and attention into small business print ads and start-up websites as she did when managing multi-million-dollar campaign developments for leading marketing agencies.
AJ’s partner is one of the most highly sought-after vet orthopaedic surgeons on the Mornington peninsula and you may often see adorable post-surgery pets and two dogs of their own in the background of her video chats. She’s bursting with creativity and the confidence to act on it. Keep an eye out for her on the slopes every winter and join us for some killer beats as she spins on the DJ stand under the pseudonym Abstar.
Contact The MiniBoo Crew Today
SPEND SMALL. DREAM BIG.
With offices in Geelong, Melbourne and Mornington Peninsula, MiniBoo serves the digital marketing and communication needs of small to medium businesses. We are a talented team of individuals that works laterally with our clients every step of the way to ensure their businesses receive the attention and dedication they need to succeed while providing them complete and effective professional services on a budget.