Communications Strategist Rachel Abad Launches Behaviour-Change Consultancy Looped-In

Why It Matters

By integrating behavioural science into communications, Looped‑in helps organisations move beyond intuition, delivering more effective engagement and measurable outcomes. This approach addresses a critical gap identified by Qualtrics, where many leaders lack timely data to inform decisions.

Key Takeaways

• Looped‑in offers integrated insight, testing, behavioural frameworks.
• Founder Rachel Abad has 15 years behavior‑change experience.
• 61% leaders still rely on intuition over data.
• First projects: Melbourne utility framework and education brand refresh.
• Behaviour‑centric communications boost engagement across sectors.

Pulse Analysis

The rise of behaviour‑change communications reflects a broader industry acknowledgement that data alone cannot predict human actions. Recent Qualtrics research shows that while nearly half of marketing budgets now exceed 15% for business intelligence, 61% of senior leaders still default to gut instinct when making strategic choices. This paradox creates a fertile ground for consultancies that can marry rigorous audience insight with psychological frameworks, ensuring messages resonate on a deeper, decision‑making level.

Rachel Abad’s new venture, Looped‑in, leverages her 15‑year track record of delivering insight‑driven campaigns for high‑profile Australian entities. Her previous roles at Ellis Jones and Papermill Agency equipped her with a toolkit that blends qualitative research, concept testing, and behavioural modeling. By embedding these elements directly into the communications workflow, Looped‑in promises faster iteration cycles and clearer ROI, differentiating itself from traditional agencies that treat insight as a pre‑campaign add‑on.

For Australian organisations, especially those in the public and utility sectors, the timing is strategic. The inaugural contracts—a communications framework for a major Melbourne utility and a brand refresh for a vocational education association—signal early adoption of this integrated approach. As more companies recognize the cost of misaligned messaging, demand for behaviour‑centric consultancy is likely to accelerate, reshaping how marketing budgets are allocated and how success is measured across the region.