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Renowned Australian entrepreneur, Tim Pethick has been appointed Australian Managing Director of ?What If!, the world’s largest independent innovation company.



With the huge success of Nudie Juices behind him, Tim was a natural choice for the ?What If! global board having demonstrated his brand creation and innovative lateral thinking processes.

"Tim has an uncanny ability to sort through the clutter in crowded markets and find the secret to innovation and inspiration", says Gordon Peterson, outgoing Managing Director of ?What If! who returns to the UK shortly.

Recently labelled one of Australia’s top fifty entrepreneurs by Dynamic Small Business magazine, Pethick took the Nudie Brand to iconic status within two years where it was voted one of the top ten brands in the AsiaPac region by BrandChannel.

"With Tim at the helm, ?What If!’s Australian arm will continue to breakthrough convention and assist organisations in this country to find creative solutions, improve culture, banish staleness and recapture the inventive spirit imbued in Australian companies" says Peterson.

"?What If! commenced operations in Australia in 2001 and since that time has grown to a team of 25. In the last five years, ?What If! projects have created over $10 billion of revenue for clients globally.

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