Working with Blackmores – A Story of Growth, Vision, and Purpose

Looking back, some partnerships define not just a period of work, but a period of life. For me, Blackmores was exactly that. Through Coastal Media, I had the privilege of working with Blackmores during its true growth years, a time when the company was stepping confidently into global markets, strengthening its voice in Australia, and setting new benchmarks for sustainability and corporate responsibility. To be a small part of telling that story remains one of the great highlights of my career.

What stands out most is not just the scale of the projects we delivered, but the people behind them. Over the years, I interviewed both Marcus Blackmore and Christine Holgate on countless occasions, capturing their insights and leadership in a way that resonated with staff, shareholders, and the broader community. These weren’t just staged interviews, they were genuine conversations with two leaders deeply invested in the brand, its people, and its purpose.

Through these projects, I gained a front-row seat to the culture of Blackmores. Marcus, with his passion for natural health and authenticity, always brought a sense of grounded vision. Christine, with her drive and sharp business acumen, carried that vision forward with precision and energy. Together, they embodied the dual strength of tradition and innovation, and our job through Coastal Media was to help communicate that to the staff and the world.

What truly set Blackmores apart was its people. The staff lived and breathed the company’s values of health, vibrance, and wellbeing. The culture was strong, and everyone believed in the same journey of looking after themselves and each other. With staff gyms, a lap pool, and time set aside for fitness classes, Blackmores didn’t just promote health, they lived it. The passion across the organisation was genuine, and you could feel it the moment you walked through the doors.

One of the key highlights of our work was producing Blackmores’ Annual General Meeting video for eight years running. An AGM is more than a statutory obligation; it’s a showcase of a company’s heartbeat. Each year, we worked to tell the story of progress, challenges, and future plans in a way that inspired confidence and reflected the values of the brand. This was not simply corporate reporting, it was storytelling that connected shareholders with the mission and people behind the numbers.

Beyond the boardroom and the studio, Blackmores also took us on journeys that went far beyond the ordinary scope of corporate communications. I was fortunate enough to travel to Peru and even Antarctica with the company, documenting their environmental initiatives and the lengths they would go to ensure their operations remained aligned with their values. These trips weren’t PR stunts. They were proof of Blackmores’ deep commitment to sustainability, conservation, and doing business the right way.

Standing on Antarctic ice, camera in hand, knowing I was there to help communicate Blackmores’ environmental story, was an experience like no other. It brought home the reality that the company wasn’t just paying lip service to sustainability, they were investing real effort and resources to show leadership in an area that truly mattered. Similarly, in Peru, documenting the impact of their work and their partnerships gave me an appreciation for the global scale of their vision.

Working with Blackmores also provided a masterclass in corporate storytelling. The challenge was always to simplify complex ideas, from scientific breakthroughs to financial reporting, into narratives that connected with people. It taught me that clarity is power. When a company can explain who they are, what they stand for, and why it matters in a way that is simple and human, that’s when audiences listen.

I often reflect on how lucky I was to have been trusted with this work. Being embedded in the company’s journey during such a pivotal time gave me insights not just into Blackmores, but into leadership, communication, and business growth more broadly. It showed me that the most successful companies are those that remain true to their values, even when scaling fast and facing new challenges.

In many ways, my work with Blackmores shaped the way I approach brand and business storytelling to this day. It reinforced the importance of consistency, authenticity, and responsibility in communication. It reminded me that storytelling isn’t just about selling a product, it’s about sharing a purpose.

When I think back to those years, the interviews, the AGM productions, the travel to remote corners of the world, what I remember most is the sense of being part of something larger. Blackmores wasn’t just a client. It was a brand with a mission, one that cared about health, the environment, and its community. And being entrusted to help communicate that was an experience I’ll always carry with me.