Wayne Aspland

Writer. Corporate communicator.

Could your organisation use a writer and communicator who is…

Strategic?

Goes beyond communications to engage people, align teams and deliver strategy, transformation and customer outcomes.

Creative?

Super-inventive, particularly when it comes to strategic thinking, positioning, storytelling and content creation.

Business savvy?

Walks the talk, with strong business acumen and Head of Communications, ELT, SLT and Investor Relations experience.

Curious?

A proactive researcher who constantly brings new insights to the table. Always looking for new opportunities and better ways of doing things.

Digital?

Working in (and writing about) digital technology for more than 20 years… almost as long as the Internet’s been ‘a thing’.

You just found him.

Creative communication. Strategic outcomes.

Strategy & change communication

Communication that delivers results… right when it counts.
  • Corporate strategy communication
  • Transformation and change communication
  • Organisational alignment
  • Strategic narrative creation and communication
  • Purpose, vision, values and customer/employee value propositions
  • Employee, customer, partner and stakeholder engagement
  • Communications counsel.

Content & thought leadership

Content that brings your organisation, ideas and performance to life.
  • Research papers, speech writing and articles
  • Briefings and presentations (e.g. customer, people, media, investor)
  • Corporate, strategic and financial reports
  • Sales and Marketing collateral (e.g. pitch decks, digital, flyers, scripts)
  • Corporate Citizenship (e.g. Reconciliation Action Plans, Diversity & Inclusion)
  • All supported by extensive research and analysis.

Research papers

Working to raise the impact and profile of the Communications profession.

The robots are coming: AI, automation and the future of communications.

The fourth industrial revolution is rapidly changing the world of work. What opportunities (and challenges) does this create for communication professionals, and what should we be doing about them?

Strategic alignment: how communicators can change the face of leadership.

A ground-breaking global study that looks at how communicators can dramatically improve operational performance. Written with Zora Artis GAICD SCMP and supported by the IABC Foundation.

About Wayne

Philosophy

I believe the purpose of all corporate communication is to bring people together… to create a connection. It’s the CEO seeking to unite her people behind a strategy or transformation. The group of stakeholders trying to find common ground. The salesperson and his potential client thrashing out a deal. The marketer creating collateral that will hopefully turn browsers into buyers. It’s all communication and it’s all about bringing people together. That’s how you get things done.

I also believe that, in a world of accelerating change, communication has never been more important to organisational performance and health. That’s because it’s the first step in:

  • The realisation of a vision or goal
  • The execution of a strategy, transformation or project
  • The leadership of your people and culture
  • The acquisition of a customer
  • The building of a brand or reputation
  • The commercialisation of an idea, innovation or start-up.

Biography

Wayne Aspland is a writer and communicator based in Geelong’s Bellarine Peninsula, just outside of Melbourne, Australia. He has more than 15 years’ experience in corporate communications (including Head of Function), content creation, corporate strategy and digital technology.

Wayne has considerable commercial experience across a large number of industry sectors. He is able to combine this commercial nous with a creative approach to  the strategies and content he creates. This results in creative communication solutions that deliver real business results in areas such as:

  • Strategy communication (including strategic narrative creation)
  • Thought leadership
  • Marketing and stakeholder engagement
  • Transformation and change
  • Strategic alignment and engagement.

Wayne has lectured in communications at Deakin University and is also an award-winning former member of the IABC Victoria Board.

Work