Our Story
At Looped-in, we make sure you’re just that. Looped-in.
Looped-in to the needs of the people you serve and bringing them back to the centre of your strategy.
We have watched too many smart teams build strategies that look great on paper, but fail the people they are meant to serve.
Not because they do not care, but because they are moving fast, working with limited insight, and choosing tactics that feel safe rather than tactics that actually reach their audience.
That’s why we’re different. We use real human insight and behaviour change principles to uncover what people actually think, feel, and need, then turn that into a clear marketing and communications strategy, messaging, and a delivery plan you can actually implement.
We don’t guess, we ask
WE WORK WITH BUSINESSES WHO CARE
Looped-in partners best with businesses, organisations and individuals who genuinely care about the people they serve, and want their communications to feel authentic, considered and built by the people they are trying to reach.
Working across any and all purpose-led businesses, with experience supporting not-for-profits, government, and health and disability organisations, as well as equity, energy, education, retail, property, industry bodies, and the arts.
Looped-in was founded by Rachel Abad, a marketing and communications strategist with 15 years’ experience leading behaviour-change campaigns and research-led strategies. Her approach uses curiosity, empathy, and strategy to help organisations move people from awareness to action.
Together, let's close the gap between knowing and understanding.
Let’s get you Looped-in.
Our Values
For Looped-in, values are not a nice-to-have. They are the invisible brief behind every decision, message and moment of engagement. When the work is about people, the way we show up matters just as much as what we deliver, because trust is earned through consistency. Values keep strategy human, guide how we listen and respond, and help us navigate complexity without losing integrity. They shape our partnerships, our process, and the standard we hold ourselves to.
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Great communication starts with care. We take time to understand what people are carrying, what they fear, what they need, and what might be getting in the way. It keeps the work grounded in real humanity, not abstract audiences or internal guesswork. From message framing to consultation design, empathy helps people feel seen, not managed.
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Learning is a conscious choice. We get close to context before jumping straight to solutions, looking for the human reality and truth behind the data, and the system dynamics behind the behaviour. We pay attention to the words people actually use when they are making decisions. This is what turns insight into direction, and direction into strategy that can actually be acted on.
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Nothing about people should be built without people. We work with communities, not on them, and treat participation as expertise, not a checkbox. Space is made for voices that are often missed, particularly when change involves services, systems, or power dynamics. Community keeps the work collaborative, real, and accountable to the people it is meant to serve.
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How we show up matters. We listen properly, communicate clearly, and partner without ego, while respecting lived experience, cultural context, and real-world capacity. Candour is delivered with care, and professionalism never comes at the cost of warmth. Respect is what sustains strong relationships, especially when decisions are hard or timelines are tight.
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Purpose-led work carries weight, and we take that seriously. Ownership looks like follow-through, quality, and decisions made with the people involved in mind. We choose ethics over shortcuts. Responsibility means doing what we say we will do, and delivering work that holds up.
I’m Rach, and I am a big believer that all strategies should start with people, not tactics.
I’ve spent the last 15 years working as a communications and marketing strategist, leading national campaigns and research-led strategy for some of Australia’s biggest brands, major projects, and purpose led organisations. I’m fascinated by what makes people tick, and that’s basically the heart of how I do my work. I don’t believe in strategy that looks good on paper but doesn’t make sense in real life. Communication should be fit for purpose, designed for real humans, and shaped around the people, communities, or customers you serve.
My experience spans government, infrastructure, property, retail, health, tech, energy, creative industries, and not for profit. I’m an ex indie creative agency Communications Director & Group Account Director, and I’ve also held senior in house roles at Telstra and Metro Trains, so I know how to build big picture strategy and also what it takes to make it work in the real world.
Contact us
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