When Megan was in high school, her closest friends called her ‘Inspector Ferguson’. She was innately curious, constantly questioning and first to pick up contradictions and inconsistencies in people’s stories (a great friend to have on your side when getting to the bottom of school yard stories). However, the fitness regime required to enter the police force never appealed, so it is really no wonder that Megan found her place as a quallie in the world of consumer research.
In her currently position as Managing Director of Brandhook, Megan loves the nimbleness of working in a boutique agency with extremely interesting clients and delivering great insight work. Over the past 10 years, she has worked with almost every Victorian Government department, and lots of FMCG and service brands.
But not until 2016, had she worked with an organisation as intriguing or mysterious as Freemasons Victoria. Megan is excited to present, in conjunction with Jane Sydenham-Clarke, the story of how Freemasons Victoria’s first female CEO and BrandHook embarked on a research journey which ‘dangerously’ included asking people what they thought about a brand wrapped in stories of ritual and secrecy, but really most people know little about.
Co-Presenters: Jane Sydenham-Clarke
Freemasons Victoria is a 127-year-old organisation steeped in history and intrigue. Membership is both ageing and dwindling so Freemasons Victoria were eager to understand how to modernise the brand experience in order to appeal to “Todays Man”, without alienating or upsetting current members.
While some of the shroud of secrecy surrounding Freemasonry has been lifted in recent times, one thing has not changed. Women are still not allowed to join. Getting Past the Secret Handshake, will take you on the journey of how Freemasons Victoria’s first female CEO, and BrandHook overcame the challenges of handling sensitive information, engaging stakeholders, ensuring anonymity and understanding the ‘secrets’ of an organisation that we are not even allowed to join.