Brand Matters is led by Paul Nelson, an accomplished international marketer, with 20 years marketing and brand management experience obtained across a diverse range of industries. BrandMatters was established by Paul in order to satisfy the need in the market for a strategic, yet results and outcome focused consultancy, targeting blue chip organisations. Major clients within the financial service industry include NAB, CBA, Vero, Asteron, Suncorp, CommInsure, Colonial First State, Genworth Financial, Fidelity and QIC. Prior to establishing BrandMatters in September 2002, Paul led numerous marketing and brand strategy projects for a range of client organisations including AMP, Tip Top Bakeries and McDonald's Family Restaurants.