About us

Ted Doraisamy and AssociatesDoraisamy & Associates is a group of highly experienced business professionals with extensive senior management experience. We are Sydney based strategy consultants, process facilitators and executive coaches who have successfully assisted senior managers and their teams with:

  • Identifying Strategic Intent
  • Creating shared Business Visions
  • Strategic Business planning
  • Marketing and Sales strategies
  • Brand & Communication strategies
  • Market Opportunity identification; and
  • Executive Coaching.

The approach we take lies in our belief that the answers to most business questions exists within the knowledge and expertise the team has, and that people are genuinely interested in contributing towards improving the organisation – given the opportunity. What we do is give them that opportunity and stimulus to examine and articulate their understanding of how best to make the organisation successful.

Profile - Ted Doraisamy

Ted Doraisamy

Ted Doraisamy is a very experienced and successful marketer. Backing up his Engineering Degree with an MBA from the University of Warwick (UK), Ted embarked on a career with major blue-chip multinational companies in Asia and Australia. For nearly 20 years, he worked in management roles at Johnson & Johnson, The Gillette Company and Sunbeam Corporation.

During his Managing Directorship of Oral-B Laboratories (an arm of The Gillette Company) in Australia, it became recognised as a worldwide “centre of excellence” in business development programmes. As General Manager for Sunbeam Australia, Ted gave the business a dynamic new strategic focus, and enhanced its financial performance through a broadened consumer franchise, improved resource utilisation, as well as integrated consumer and trade programmes.

Ted Doraisamy left corporate life to commence a career in consulting in 2000. His unique combination of commercial acumen, strategic thinking, marketing expertise, people management and facilitation skills enable his clients to optimise and leverage their business assets to deliver sustained growth.

Profile - Alberto Sabato

Alberto Sabato

Those who have worked with Alberto never fail to be affected by his infectious drive and imagination in the pursuit of strategic objectives. His skill and success at identifying and then cleverly developing an organisation’s competitive advantage are clearly recognised and evident in the delivery of its financial goals. This has led Alberto to chief executive and senior marketing roles in Italy, UK, Australia and the USA, with a diverse range of companies including Miles Laboratories, Oral-B, Braun, Gillette, Logitech, Sunbeam Victa, Tactus Keyboard and Imetec.

As Senior VP and Global Marketing Director for Oral-B, he provided the impetus for the successful commercialisation of the brand’s dental equity, resulting in Oral-B becoming the leading toothbrush brand in developed countries. Additionally, he authored the strategy partnering Sunbeam’s renowned design capability with the manufacturing expertise of Chinese suppliers to not only successfully re-establish the brand’s pre-eminent position in small appliances but also provide the company’s shareholders with significantly improved returns..

Alberto now consults on various projects, applying his unique skills and considerable business experience to aiding clients build strong and competitive businesses based on clearly differentiated advantages.

Profile - Hugh Spencer

Hugh Spencer

Hugh is recognised as one of Australia’s leading communication strategists. He has devised creative strategy for countless brands including, Oral-B, Hyundai, Suncorp Metway, Visa, Lotto, Campbells, Advance Bank, Katies, Sensodyne, and Wattyl.

Some, like Oral-B’s ‘Rob the dentist’ are amongst the most successful advertising campaigns ever developed in Australia. It became the cornerstone of the brand’s highly successful marketing strategy internationally.

As CEO of the agency he co-founded, McCarthy Watson & Spencer, Hugh was the first to introduce brand tracking – measuring the direct impact advertising has on brand performance – and apply it to all their clients. He is the winner of both Creative and Effectiveness awards. Upon the sale of the agency to Clemenger/BBDO Sydney, Hugh joined their board.

During his term as Chairman of the Advertising Federation of Australia he was the founder of both Ad School and the Advertising Effectiveness Awards.

Now retired from fulltime work Hugh consults on interesting/challenging projects, applying his considerable skill in understanding and clarifying strategic matters to resolve communication and business issues.

We are successful at what we do for three key reasons:

  • Firstly, we know how to leverage the knowledge and experience available within the team.
  • Secondly, we utilise proven process that challenge and stretch thinking, while encouraging collaborative learning and problem solving.
  • Thirdly, we add value to the process by sharing the practical experiences gained from successfully running major companies just like yours.

It’s a unique, wholesome approach, and we find this truly inspires teams to develop solutions or strategies they are collectively passionate about and committed to implementing. It is the only way to be sure of success – vital for successful outcomes.