Portfolio
and testimonials
RSM
The Brisbane Report
The brief
The Brisbane office of the global professional services firm RSM wanted to highlight the growth trajectory of their home city. The opportunities emerging from developments and initiatives ahead of the Brisbane 2032 Olympic and Paralympic Games are merging with population growth to create strong opportunities across a range of sectors. The goal was to develop a research report to showcase these opportunities, and connect with the Brisbane business community.
The project
We developed a broad outline to cover the main aspects of Brisbane’s growth story across industries. Together with local subject matter experts and business leaders, we developed a narrative about Brisbane’s key strengths, but also the challenges the city’s leaders must overcome to achieve them. We were able to secure Lord Mayor Adrian Schrinner to write the foreword, and local high-profile Brisbane residents Li Cunxin, Lady Jane Edwards, Andrew Flannery, Gary Smith and Narendran Sinnathamby to comment for the report.
The outcome
The thought leadership report provided a well-researched analysis of Brisbane’s growth opportunities. It was released to coincide with RSM Brisbane’s tenth anniversary of operations in Brisbane, and was well-received by industry. The report also garnered local, national and international media coverage.
South Pole and CDP
How companies in Asia Pacific are preparing for the net-zero economy
The brief
South Pole sought to highlight their leadership in climate action and the corporate momentum occurring in Southeast Asia. The objective was to produce a research report that effectively communicated the critical role of Southeast Asia in shaping global outcomes for decarbonisation, and showcase the work of leading companies in their transition to a lower-emissions future. As the lead research-report writer, my role was to collaborate closely with the client to assess content and craft a compelling narrative.
The client’s vision was to highlight the impact that Southeast Asia, with its rich biodiversity and growing population, will have in global climate efforts. The report needed to convey the interconnectedness of climate change, nature preservation, and water security, while also highlighting the economic opportunities inherent in sustainable practices.
The project
We began by identifying the target audience – corporate boards and executives, as well as policymakers, investors, and the wider public interested in climate-related issues. We structured the report to have a clear narrative arc. Starting with the significance of Southeast Asia’s biodiversity and natural ecosystems, we built a story that underscored the region’s vulnerability to climate change and its potential to influence global decarbonisation efforts.
We spent significant time drawing out the complex datasets in an easy-to-understand way. Further, we selected case studies of high-performing companies to illustrate their transition journeys. These stories provided real-life examples of how it can be done within the report, making the facts and figures come to life.
The outcome
The research and thought leadership report, Rising to the Challenge: How companies are preparing for the net-zero economy, achieved the objectives. It was launched in Singapore, and attracted regional media attention. South Pole’s Asia Pacific Marketing Manager Carly Youd said: “We recently collaborated on a thought-leadership report and Rosanne went above and beyond every step of the way. She is efficient, responsive, engaged and her writing was excellent. She did a great job of understanding and interpreting complex technical data to create interesting narratives. I look forward to working with Rosanne on many more projects.”
Westfund
Westfund Regional Health Gap Report
The brief
Westfund partnered with Insight Actuaries to research to delve into the reasons behind the health and wellbeing gap between urban and regional Australia. Using data and insights from the regional health insurer, we wrote the Westfund Regional Health Gap Report. This comprehensive report was based on an in-depth analysis of Westfund’s internal claims data over a seven-year period, shedding light on the pressing health challenges faced by individuals living outside urban centres. As the research-report writer, my role was to collaborate closely with Westfund and Insight Actuaries to turn the data into a compelling report.
The project
We structured the report around key insights from the data. The report identified chronic conditions, including obesity, cancer, arthritis, diabetes, and mental health issues, as significant contributors to escalating healthcare needs and treatment costs. Nationally, the cost of avoidable hospital admissions for chronic conditions was estimated at a staggering $320 million annually. This burden was even more pronounced in Australia’s regional and rural areas, where individuals faced higher risk factors and more chronic conditions. The data revealed stark disparities in disease prevalence and healthcare access across regions, emphasising the critical need for accessible and affordable quality healthcare services.
But we wanted to highlight a better way forward. Using the data and experiences of experts, we emphasised the importance of pre-emptive measures and early intervention to mitigate healthcare expenses and improve health outcomes. As a regional insurer, Westfund has a strong commitment to overcome the health divide. The report called on providers and policymakers to prioritise preventive health and expand quality digital delivery to reduce costs and enhance outcomes.
The outcome
The research and thought leadership report, Westfund Regional Health Gap Report, was released in November 2023. It achieved strong industry support, including reposting from the Private Insurers Association.
Company Director
Mandatory sustainability reporting for AICD’s Company Director magazine
The brief
In 2023, I graduated from the Australian Institute of Company Directors’ Company Directors Course. It was an excellent program and has been very useful to understand the requirements facing directors in Australia. After graduating, I have written multiple articles for the AICD magazine, Company Director.
In this article, I summarised and explained the new mandatory sustainability reporting requirements proposed by the Australian Treasury, based on a brief from AICD. This required a concise yet comprehensive summary and analysis that would resonate with the magazine’s audience of board directors for corporates and not-for-profits.
The project
The proposed staged mandatory sustainability-reporting framework requires directors to disclose climate-related material risks and financial impacts in their annual reports, a significant shift in governance. The implementation has been scheduled in three phased cohorts from FY2025 to 2028. Directors have said that this will have far-reaching implications across organisations and their value chains.
The AICD’s Mark Rigotti advocated a proactive approach, urging directors to consider climate reporting not merely as compliance but as an opportunity to integrate climate considerations into strategic decision-making.
The outcome
The AICD has called for directors to educate themselves ahead of the climate reporting regulations. Company Director magazine is published monthly and is sent to all members of the AICD, the peak body for directors in Australia. They can earn CDP points for reading the magazine and keeping up to date.
Reporting on sustainability and transition issues is among my favourite topics, given its complexity and fast-changing nature.
The Australian
Green Energy List
The brief
National broadsheet The Australian wanted to showcase the innovation and talent driving Australia’s transition to a net zero economy. Working with the editorial team, including the deciding panel, we developed short biographies of more than 100 Green Energy leaders.
These ranged from researchers to advocates, manufacturers to funds managers.
The project
We drew on public documents and sourced industry reports to develop the bios. There were also background interviews conducted with industry insiders to develop the content.
All the writing and explanations had to be tailored to a general audience.
The outcome
The Australian Green Power List was released in November 2023. It was part of a compelling 90-page glossy liftout that delved into the progression to electrification and the energy transformation. According to CrowdTangle, the Top 100 List achieved more than 1450 interactions in a week, reaching total followers of almost 1 million.
Developing cybersecurity principles for national organisations
The brief
A leading Australian cybersecurity organisation and a peak body sought to develop a clear set of guidelines to assist directors and executives in the fast-changing cyber risk. I was engaged as a writer to support their development. The project’s objective was to develop a set of robust and universally applicable cybersecurity principles. This involved engaging with stakeholders from regulatory bodies and corporate leaders and internal stakeholders.
The project
The project involved extensive collaboration with the groups to gather insights and ensure comprehensive coverage. The team refined the principles to make sure they were practical and aimed at the right audience.
In order to make the guidelines more engaging, we used case studies of real-life cybersecurity examples to bring them to life. These case studies and insights from leaders showcased the changing nature of cybersecurity and the need for all businesses to make it a priority.
The outcome
The release of the cybersecurity document was commended by leaders in the corporate community, underscoring its relevance and importance in the cybersecurity landscape. The document provided a clear and comprehensive framework for organisations to bolster their cybersecurity posture, effectively bridging the gap between regulatory requirements and practical implementation.
RSM
Thought leadership: Beyond Compliance
The brief
The Australian office of the global professional services firm RSM sought to inform directors and executives on changes to non-balance sheet regulatory requirements, particularly in areas of cybersecurity, climate change, nature and digital transformation. The goal was to develop a thought leadership report that would serve as a guide for directors in understanding and addressing these critical issues.
The project
Working to a broad outline, I did initial research into the fast-changing areas using authoritative sources and industry experts. I identified key subject matter experts both internally and externally and conducted short interviews.
We worked to a structure of “what you need to know”, key updates and actionable next steps, to create an easy-to-use, practical guide. To increase readability, I used dot points, breakouts and quotes, as well as clear language.
The outcome
The thought leadership report provided a detailed analysis of non-balance sheet requirements in emerging areas, with actionable recommendations. The report was well-received for its comprehensive approach, incorporating insights from both internal and external experts. From an email and an associated social post, the report was downloaded about 650 times in a month.
Testimonials
“Rosanne is one of our first-choice external contributors for The Australian’s commercial content work. This division of The Australian offers commercial clients professionally written journalism featured in expert industry special reports, which must match the exacting standards of the newspaper’s editorial content. Rosanne is well organised, thorough and a pleasure to deal with. Her work is consistently of the highest quality and she always meets or beats her deadlines. Rosanne brings long and broad journalistic experience and a positive outlook to her work, and adds value with the perspective of a seasoned reporter. I was fortunate to work with her when she was on the editorial staff of the newspaper, and she shows the same commitment and elegance in her freelance writing. It is hard to overstate my appreciation for all the work she has done for us.”
We operate in a technical area of real estate and struggled to find a writer that understood our field. Rosanne is highly experienced individual that takes on our briefs with no hesitation and has been providing consistent, high quality blogs on a weekly basis. She is easy to liaise with, very responsive and a woman of her word with no blog ever being submitted past a deadline. Thank you Rosanne!”
“Everything you’re looking for in freelance support! Professional, proficient and trustworthy. Rosanne took our brief and managed the work effectively, without any need for unnecessary clarifications or guidance which was exactly what we needed. She delivered multiple case studies that were ready to publish including organising and conducting cold call interviews with multiple stakeholders. Very happy to recommend and looking forward to the next project with Rosanne.”
“Rosanne is an incredibly talented writer and understands the complexities of healthcare writing. Since working with Artrya she has streamlined our online communication and improved how we communicate our value. She is very adaptable to different ways of working and can manage ambiguity with ease, which has helped us as a start-up finding our feet immensely. Highly recommended.”
“I had the pleasure of working with Rosanne Barrett as our copywriter, and I couldn’t be more impressed with her work. Rosanne’s comprehensive understanding of language and talent for crafting compelling copy genuinely resonated with our target audience. Rosanne’s attention to detail and ability to understand our brand’s voice made her a valuable asset to my team. I highly recommend Rosanne for any copywriting needs.”
“We worked with Rosanne on our Winter Campaign content strategy. Working with Rosanne is always a pleasure. Her reverse briefing and quoting processes is thorough, and she always goes the extra mile to get the right insights and information to formulate the content.We look forward to next project where we have the pleasure of working with Rosanne. I can highly recommend Rosanne for her professionalism, expertise, deep understanding of the audience and business need, and ability to deliver on deadline and in budget. She is a superstar.”
“We worked with Rosanne on a couple of different product launches recently. Rosanne helped with distributing our press releases, monitoring and providing feedback on coverage. She was fantastic to deal with and worked to our tight deadlines. We would definitely use Barrett Comms again.”
“Rosanne is a very talented and skilled writer, using her journalistic background to research and develop a comprehensive understanding of our business. She is lovely and very collaborative, I will continue to engage with Rosanne for all written and printed content.”
“Rosanne has been great to work with and has produced some excellent copy in a quick time frame. Would recommend her services.”
“Rosanne was very organised, prepared and professional in her dealings with the CII. She has a very good understanding of the Australian media landscape and maintains strong contacts within it. It was a great collaboration that made the delegation a great showcase of the growing trade links between India and Australia.”
“Rosanne was incredibly professional, and wrote engaging copy exactly to brief. She was in regular communication, checking with me to ensure she would be producing the work we needed. I’ll be using her again.”
“Working with Rosanne is such a pleasure. As a freelance writer, she is proactive, understands the editorial processes, and aware of her clients’ needs. She just “gets it”. As the client, she makes my job easier. Her copy is clean, delivered on time and to the brief. She is easy to communicate with, responds immediately to requests, and is prepared to go above and beyond. From regional industry, to the state of our nation’s ports, or boarding schools, no job – or topic – is ever too challenging. Cannot recommend her enough!”
“I can’t recommend Rosanne more highly. She is kind, thoughtful and listens more than she talks. That means she is excellent in grasping complex issues, understanding a brief and telling a well-crafted story. She is also a wonderful human being.”
“Her strong work ethic, organisational and project management skills … and an ability to quickly get across new and often unrelated topics make her an invaluable member of any team.”
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