IntroductionIn this episode Marketing and Communications strategist, Rob Langtry, explains how today's communication environment has changed dramatically and how wool industry businesses along the whole supply chain can successfully communicate the story of wool. Rob explains why it is important to no longer view wool as a commodity but a value adding component in order for wool to achieve higher price premiums. Rob also shares his 7 step process on how to develop a marketing and communications strategy. This episode is part 1 of a 2 part series. Listen to the second part of the interview in episode 10.

About Rob LangtryRob Langtry is the Chairman and CEO of Consultus Counsel. To quote one of Australia’s leading, globally-awarded Executive Creative Directors: ”Australia has produced many great marketers and many great creative strategists. Rob Langtry is one of a small number who have climbed to the top of both trees and few, if any, have applied their skills and experience with greater success on more foreign shores.” Of the many senior roles Rob has held in any hemisphere and on either side of the client/agency divide, the one which required him to draw most heavily on this wealth of experience was his role Global Chief Strategy and Marketing Officer with Australian Wool Innovation Limited/Woolmark International for the last 7 years.