Erica Berchtold
M.D, The Iconic | Super Retail Group | Specialty Fashion Group
M.D, The Iconic | Super Retail Group | Specialty Fashion Group
I wanted to take the opportunity to provide a reference for someone I know extremely
well in a professional capacity: Luke Brocklehurst.
I’ve had the pleasure of working with Luke across three different businesses over the
course of nearly 20 years, and during that time he has consistently demonstrated not
only creative flair and strategic vision, but also a deep understanding of commercial
imperatives— something I consider to be a rare and powerful combination in his field.
1. Speciality Fashion Group (2009–2011):
At Speciality Fashion Group (SFG), where I was General Manager of two brands and
Director of Group Marketing, Luke worked directly for me as Brand Manager and Creative Lead across six Australian heritage labels, supporting nearly 500 stores nationally. These brands operated in the lower end of the market (not dissimilar to Marks & Spencer or Primark), meaning we had to be incredibly resourceful with limited marketing budgets. Luke was instrumental in generating strong organic in-store and online traffic by leveraging our
customer database and extracting maximum value from every dollar spent—clearly
demonstrating his results-focused, performance-driven approach.
At Speciality Fashion Group (SFG), where I was General Manager of two brands and
Director of Group Marketing, Luke worked directly for me as Brand Manager and Creative Lead across six Australian heritage labels, supporting nearly 500 stores nationally. These brands operated in the lower end of the market (not dissimilar to Marks & Spencer or Primark), meaning we had to be incredibly resourceful with limited marketing budgets. Luke was instrumental in generating strong organic in-store and online traffic by leveraging our
customer database and extracting maximum value from every dollar spent—clearly
demonstrating his results-focused, performance-driven approach.
2. Super Retail Group (SRG):
When I left SFG to become Managing Director of the Sports Division at Super Retail
Group, I brought Luke in as Brand and Creative Director. At the time, the business turned over just over $600 million across Rebel Sport and Amart Sports, and was using expensive an inefficient agencies (inefficient especially from a cost and time perspective). Over six
years, we grew the revenue to over $1 billion, and Luke played a critical role in getting us
there.
When I left SFG to become Managing Director of the Sports Division at Super Retail
Group, I brought Luke in as Brand and Creative Director. At the time, the business turned over just over $600 million across Rebel Sport and Amart Sports, and was using expensive an inefficient agencies (inefficient especially from a cost and time perspective). Over six
years, we grew the revenue to over $1 billion, and Luke played a critical role in getting us
there.
He led the complete rebrand of both Rebel and Amart—two major national chains—
which involved balancing heritage, mass-market appeal, elite athlete endorsement, and
retail clarity. These weren’t just cosmetic updates—he repositioned them to better reflect the changing expectations of Australian consumers. The result was not only commercial success, but also a brand narrative that helped shape the broader culture of Australia as a sporting nation.
Luke achieved what we internally referred to as ‘the impossible’ - he secured participation from Nike, adidas, Puma, and Asics in a single brand campaign, complete with their highest-profile athlete ambassadors. That level of cross-brand collaboration had never been done before (globally), and it speaks to Luke’s ability to build strong commercial and creative relationships with those brands. He was seen as credible, creative and someone they could trust in their partnership with us.
which involved balancing heritage, mass-market appeal, elite athlete endorsement, and
retail clarity. These weren’t just cosmetic updates—he repositioned them to better reflect the changing expectations of Australian consumers. The result was not only commercial success, but also a brand narrative that helped shape the broader culture of Australia as a sporting nation.
Luke achieved what we internally referred to as ‘the impossible’ - he secured participation from Nike, adidas, Puma, and Asics in a single brand campaign, complete with their highest-profile athlete ambassadors. That level of cross-brand collaboration had never been done before (globally), and it speaks to Luke’s ability to build strong commercial and creative relationships with those brands. He was seen as credible, creative and someone they could trust in their partnership with us.
He blends strategic thinking with creative execution, consistently balancing brand-
building with commercial return. His “two-speed” approach - growing long-term bran equity while delivering short-term conversion - was invaluable for us. He also saved the business significant external costs by internalising a great deal of agency-standard work, without compromising on quality.
Luke was well liked and highly respected - not only by senior leadership across the group, but also by our brand partners and his own team. He built strong relationships, led with confidence and clarity, and became a trusted confidante to myself and others on the executive team. I always knew I could count on his judgement.
building with commercial return. His “two-speed” approach - growing long-term bran equity while delivering short-term conversion - was invaluable for us. He also saved the business significant external costs by internalising a great deal of agency-standard work, without compromising on quality.
Luke was well liked and highly respected - not only by senior leadership across the group, but also by our brand partners and his own team. He built strong relationships, led with confidence and clarity, and became a trusted confidante to myself and others on the executive team. I always knew I could count on his judgement.
3. THE ICONIC (2019-2022):
Later, I brought Luke into THE ICONIC to consult on a major marketing reset. He restructured the department, re-engaged a disconnected supplier base, and brought clarity back to our brand and customer strategy. Once again, he demonstrated his unique blend of creativity, commercial nous, and leadership under pressure.
Later, I brought Luke into THE ICONIC to consult on a major marketing reset. He restructured the department, re-engaged a disconnected supplier base, and brought clarity back to our brand and customer strategy. Once again, he demonstrated his unique blend of creativity, commercial nous, and leadership under pressure.
In short, Luke is a joy to work with. He’s driven, strategic, commercially astute, and a natural leader. I only wish he were still in Australia so we could continue working together. I don’t write many references, but for Luke I am very happy to do so. I wholeheartedly endorse him - he would be a significant asset to your business.
Miwa Sasaki
Chief Creative Strategist, Dentsu Tokyo.
Chief Creative Strategist, Dentsu Tokyo.
My name is Miwa Sasaki from Dentsu, an advertising agency based in Tokyo, Japan. I had the opportunity to collaborate with Luke Brocklehurst on a project aimed at promoting Okinawa, one of Japan's top resort destinations, to Western countries.
Luke proved to be an exceptionally dependable creative director. He proactively sought to comprehend different cultures, which led to a plethora of creative proposals that considered both the client's perspective and the target audience's interests, effectively showcasing the allure of this resort. Even when faced with challenging feedback, Luke remained adaptable and open-minded.
Moreover, Luke exhibited remarkable sociability, caring for his team members and consistently motivating them. His enthusiastic contributions played a crucial role in the success of our campaign.
Luke proved to be an exceptionally dependable creative director. He proactively sought to comprehend different cultures, which led to a plethora of creative proposals that considered both the client's perspective and the target audience's interests, effectively showcasing the allure of this resort. Even when faced with challenging feedback, Luke remained adaptable and open-minded.
Moreover, Luke exhibited remarkable sociability, caring for his team members and consistently motivating them. His enthusiastic contributions played a crucial role in the success of our campaign.
Lizanne Van Zyl
Dir. Commercial Marketing, Puma ANZ
Dir. Commercial Marketing, Puma ANZ
I've worked with Luke for years on many memorable PUMA campaigns; locally and internationally. What struck me about Luke was his impressive ability to immediately grasp the business problem we were trying to solve, restate it more clearly and more succinctly and then excite everyone with creative solutions. Luke speeches were a master class dash his energy, enthusiasm and easy-going manner created an environment of excitement that left everyone in the room hyped and energised. It wasn't all show either, when probed he deftly and intelligently answered questions and showed he was completely across his brief and left the questioner feeling at ease an included. Luke's ability to embody and communicate tone and style of the PUMA brand (and so many other brands) Showed an in-depth understanding of the importance of brand positioning and customer centric marketing. On a personal note, it was a massive blow to myself and the PUMA team when Luke decided to move back to the UK but I wish you all the very best. Should you wish to employee Luke and make him part of your team you would not look back and consider yourself lucky; he's a real gun!
Myles Conti
Director, Conti Bros. Films
Director, Conti Bros. Films
Luke and I have creatively collaborated on hundreds of campaigns for multiple brands over many years. Luke is one of the smartest strategic and creative thinkers I know. His deep understanding of brand and customer informs all of his creative output. His work ethic is superb, and his ability to adapt and meet seemingly impossible deadlines never ceases to amaze. On top of that, he's a pleasure to be around. He empowers those around him to do their best work, bringing energy and sharp wit wherever he goes. As a director, many of my most rewarding professional experiences have been shared with Luke, and my showreel is a testament to this.
Jeanine Maisog
Graphic Designer & Direct Report
Graphic Designer & Direct Report
With an inquisitive mind, and a knack for whipping out light-bulb moments and phrases, Luke was a fruitful creative director to our team. He provided us with not only room to express our creative flair, his innovative approach to his craft was top tier. His great sense of witty humour was the cherry on top. A pleasure to have met and worked with him, and all can agree - never a dull moment indeed!
Kristin Sequeira
Graphic Designer & Direct Report
Graphic Designer & Direct Report
Luke is a passionate, creative, charismatic, witty and positive leader who was always supportive to his team. I enjoyed working and collaborating with Luke over my years at rebel. Luke’s creative writing skills are exceptional. It was a pleasure to work with him. There was never a dull moment!
Kelly Tran
Graphic Designer & Direct Report
Graphic Designer & Direct Report
Luke is a delight to have around - his humour and quick wit always created a lively environment! He is an outstanding mentor and a highly versatile creative director. Luke is always open to ideas and suggestions and it was a pleasure to work with him. Any organisation would be lucky to have Luke in their midst!