The Shannon Company

What The Shannon Company does

The Shannon Company is an Australian behavioural change consultancy founded in 1991 and headquartered in South Melbourne, with a secondary office in Sydney. The firm applies behavioural science methodology combined with emotional storytelling to design campaigns that move audiences from existing beliefs to desired behaviours for government, non-profit and purpose-led brand clients. Its core methodology, the Change Narrative model, was developed over 12+ years in partnership with BehaviourWorks Australia, a research unit co-founded with Monash University in 2011 that the firm continues to co-fund. The portfolio is organised around four service lines: Shannon Behaviour Change (the core consulting offering, formerly branded ChangeComms); ChangeFilms (documentary-style and social-first video production); ChangePR (purpose-driven strategic communications and earned media); and ChangeNarratives (organisational storytelling). Supporting assets include the proprietary Intervention Tool Kit and the State of Change annual research report.

The business operates as a B2B professional services firm on a project-based engagement model, with all work scoped and priced individually and no publicly disclosed standard rate card. New business is acquired through direct enterprise sales and relationship-based introductions, with Elisa Horan (Client Partner) handling inbound enquiries and an initial "Have a chat" consultation step. The customer base is heavily weighted toward Australian federal and state government departments, large not-for-profit superannuation funds (AustralianSuper, Industry Super Australia), and major NGOs (RSPCA, Respect Victoria, Crime Stoppers, Continence Foundation, WorkSafe Victoria, Transport Accident Commission, Sustainability Victoria). The firm has also delivered cross-border engagements, notably in Papua New Guinea with Nambawan Super. The firm is B Corp certified as of 2025, holds no venture or private equity funding, and remains founder-led by Bill Shannon.

Name

The Shannon Company

Legal name

The Shannon Company

Website

https://theshannoncompany.com.au

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

The Shannon Company is an Australian behaviour change consultancy that combines academic behavioural science with emotional storytelling to deliver campaigns for governments, non-profits, super funds and purpose-led brands, anchored by a co-founding partnership with BehaviourWorks Australia at Monash University.

Ownership category

akta.pro rank

Product category

Behaviour Change Consulting

NAICS

Management Consulting Services (54161), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820), Advertising Agencies (541810)

SIC

Services-Management Consulting Services (8742), Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Change Management & Transformation Consulting (BPAHAGAC)

Keywords

• Behaviour change consultancy
• Social change campaigns
• Purpose-driven communications
• Behavioural science strategy
• Public relations services

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Behaviour Change Consultancy Services: Professional consulting services providing behaviour change strategy, marketing communications, brand planning, and stakeholder engagement. Services range from behaviour change consultancy through to creative development, content, design, and execution. Project-based engagements with government, non-profit, and purpose-led brand clients.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Shannon Company is a behaviour change consultancy that designs and delivers campaigns combining behavioural science with emotional storytelling to inspire lasting positive change. Engagements span strategy, creative development, content production, and execution, packaged across four service lines: Shannon Behaviour Change (core consulting), ChangeFilms (video production), ChangePR (strategic communications and earned media), and ChangeNarratives (organisational storytelling). The firm primarily serves Australian governments, non-profits, and purpose-led brands on social, public health, safety, environmental, and financial wellbeing issues.

Product overview

The Shannon Company operates as a behaviour change consultancy offering an integrated suite of services built around its core Behaviour Change methodology. The portfolio consists of: Shannon Behaviour Change (ChangeComms) as the primary consulting offering; ChangeFilms for video content production; ChangePR for strategic communications and media engagement; ChangeNarratives for organisational storytelling; the State of Change research publication; and an Intervention Tool Kit methodology framework. These offerings are unified by academic partnerships with BehaviourWorks Australia and share a common approach of combining emotional truth with evidence-based behaviour science to inspire lasting positive change.

Differentiator

Problem solved

Functional benefit

Products and services

• Shannon Behaviour Change Core behaviour change consultancy service (formerly operating as ChangeComms) that applies behavioural science, emotional insights, and academic rigour to inspire positive societal change for individuals, businesses, and communities. Engagements span behaviour change strategy, marketing communications, brand planning, and stakeholder engagement, ranging from consultancy through to creative development, content, design, and execution.
• ChangeFilms Documentary-style and social-first video content production service that produces emotive, change-inspiring visual stories for clients. Outputs span TV and broadcast content, online video, training videos, promotional videos, and internal communications.
• ChangePR Purpose-driven public relations service focusing on strategic communications, stakeholder engagement, media relations, and behavioural research to foster positive societal impact. Uses evidence-based strategies to reach people in the mediums where they consume news and information.
• ChangeNarratives Organisational narrative crafting service that helps organisations articulate their purpose and unify teams through authentic storytelling and alignment strategies, grounded in the firm's Change Narrative methodology.

Quantifiable outcome

• Secured retirement for over 6 million Australians through Industry SuperFunds campaigns
• +6 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BehaviourWorks AustraliacoreStrategic or Co-development Partner · 1 January 2011Co-founded in 2011 with Monash University. Australia's leading Behaviour Change research unit that brings together researchers and practitioners to find behavioural solutions to real-world problems. The partnership shapes the behavioural science behind Shannon's strategies, provides latest research on how people are behaving, and builds internal team knowledge through ongoing training programs. Shannon co-funds BehaviourWorks, making this a deeply integrated academic partnership.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Regional players

• BMF: Leading Australian creative agency (part of Dentsu Creative) known for purpose-led campaigns. Comparable on creative quality and government/brand client base, though broader in scope and larger in scale than Shannon.
• Saatchi & Saatchi Australia: Global creative network with a strong Australian presence serving FMCG, retail, and government clients. Comparable on integrated campaign delivery and large-scale behaviour-influencing work, though broader in scope.
• Clemenger BBDO: Major Australian advertising network producing iconic, award-winning campaigns (e.g., TAC road safety). Comparable on long-running government behaviour change work in Australia and creative-led brand outcomes.

Direct peers

• Thinkerbell: Award-winning Australian creative agency blending measured creativity with brand strategy. Comparable as a high-end independent Australian agency serving purpose-led and FMCG clients with integrated campaigns.
• Republic of Everyone: Australian purpose-driven creative agency focused on social impact campaigns for government, NGOs, and purpose-led brands. Closely aligned with Shannon in client mix, creative-led approach, and behaviour-change orientation within the Australian market.
• The Behavioural Insights Team: Global leader in applying behavioural science to public policy and social outcomes, founded in the UK Cabinet Office. Most direct comparable as a behaviour-change consultancy serving governments and purpose-led organisations, though at much larger scale.
• The Nudge Group: Australian behaviour change consultancy applying behavioural science to customer, employee, and citizen outcomes. Direct peer in methodology, client segments (government, enterprise, NGOs), and project-based delivery model.
• Hardwick People: Australian behaviour change consultancy applying behavioural insights to workplace and public-sector programs. Direct peer in methodology and government/professional services client base, at similar boutique scale.

Broad incumbents

• Ogilvy: Global advertising and behaviour change network with Ogilvy Change practice. Operates at much larger scale but increasingly competes for the same government and purpose-led behaviour change mandates.
• McKinsey & Company (Behavioural Science practice): Global management consultancy with a dedicated behavioural science team advising governments and large enterprises. Overlaps with Shannon on evidence-based behaviour change strategy but operates at a vastly larger scale and price point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shannoncompany
• YouTubeyoutube.com/@theshannoncompany1824
• LinkedInlinkedin.com/company/the-shannon-company
• Facebookfacebook.com/TheShannonCompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Shannon Company