Australian Institute of Management focuses on effects of decisions in new campaign

The Australian Institute of Management (AIM) has rolled out a new campaign aimed at communicating that great managers and leaders make decisions every day that effect people’s lives in an effort to highlight the importance of the right management training.

Created by independent creative agency The Twelfth Window, the TV ad utilises split screens to visually convey the impact of ideas and decisions.

Group executive brand and stakeholder Jacinta Crabtree said: “We are a well-known brand but we haven’t been overt about telling our story publicly. This campaign will change that.

“We have been working closely with our members, the business community and our employees over several months to better understand our organisation, its purpose and the broader commercial environment.

“The campaign follows an extensive inside-out brand review, which has also helped inform extensive changes in our products and services.”

The TV spot is completed with a new website.


  • Brand strategy: Brand Council
  • Brand idea and copy/TV: The Twelfth Window
  • Design identity: et Design Collective

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