David Pembroke

Founder and Managing Director

Since establishing contentgroup, David has specialised in the provision of strategic communication advice, advocacy and reputation management for clients in Government and the private sector. A skilled advocate with a broad network of contacts, David has a demonstrated record of high level, reliable and timely advice to his clients, particularly on ACT and Federal Government affairs.

His government clients have included the ACT Chief Minister’s Department, the Office of the Commissioner for Sustainability and the Environment, the Commonwealth Department of Defence, the Department of Agriculture, Fisheries and Forestry, the Department of Infrastructure and Transport, Austrade and AusAID. Media clients include the Sydney Morning Herald and the Australian Broadcasting Corporation. David also works closely with the not-for-profit sector.

David has special expertise in the sports sector, where his clients have included the Australian Rugby Union Team, the Wallabies, the ACT Brumbies and the Australian Sports Commission. He has also managed many private sector clients in the property sector, financial services, sport, environment, industry, the arts and culture.

David Pembroke graduated from the University of New South Wales with a Bachelor of Commerce degree (Marketing major). He worked for a major American multi-national in marketing then spent eight years with ABC Radio Current Affairs, including three years as a political correspondent in the Canberra Press Gallery. David left the ABC in 1997 to establish contentgroup. David is a member of the International Association of Business Communicators.

Anna Pembroke

Production Manager

Anna is a skilled production manager with 20 years experience across TV, radio, publication and new media.  With expertise in production management and content generation, Anna is uniquely placed to provide reliable and authoritative advice and support across all aspects of multimedia production to ensure it happens on time, on budget and to a high standard.  A highly experienced project manager, Anna supports clients to exploit multimedia options to meet their communications objectives and to make the most of their content.

Anna began her career working in Magazine  Publishing as a production assistant/co-ordinator directing stills photography and managing fashion advertising campaigns both within Australia and the UK.

On returning to Australia, Anna moved into television production. She worked for more than ten years for the ABC in all areas of production for news and current affairs, based in the Parliamentary Press Gallery. Having also worked as an Archivist and researcher for some of the ABC’s leading current affairs programs such as 4 Corners and the 7:30 Report.

An Independant documentary  director/co-producer, Anna’s documentary film, ‘The Silent Hunger’, which examined eating disorders was sold successfully both locally and internationally.

Anna also has extensive online experience.  She was part of the ABC’s first local radio new media producers team, where she established Radio 666 ABC’s website using radio and TV content as well as developing and shooting video and radio stories.  She was producer and content manager for the ABC’s ground-breaking public affairs website, The Public Record, based in the Canberra Press Gallery. Which offered the first online coverage of the weekly National Press Club address and comprehensive coverage of state and federal elections.

Anna has an Associate Diploma in TV and Video Production
Diploma in Fine Arts majoring in photography.
Certificate IV in Broadcasting
Certificate in Production Management
Current member of WIFT (Women in film and Television) Australia

Zena Armstrong

General Manager

Zena Armstrong is a communications and policy professional, specialising in the provision of high-level strategic communication advice, planning, and advocacy, reputation and issues management, as well as policy analysis and development.

Before joining contentgroup, Zena spent 18 years in range of senior positions in the Department of Foreign Affairs and Trade, advising successive governments on bilateral and multilateral issues, including on climate change, environment and national security and intelligence policy. Zena served as a senior Australian diplomat in China from 1992 to 1999, including as Australian Consul-General in South China, advising Federal, State and Territory Governments on market strategies.

A journalist by training, Zena has extensive public and cultural diplomacy experience, developing and implementing international advocacy strategies, including in China, to promote Australia and Australian capabilities and achievements internationally.

Prior to joining the public service, she worked in television, radio and newspapers as well as in a range of strategic communications roles in the not-for-profit sector. A published author who has written on aspects of women’s health, Zena graduated from the University of Melbourne with a Bachelor of Arts degree (Philosophy). Zena joined contentgroup in 2011 and is a member of the Public Relations Institute of Australia.

Suzanne Kiraly

Social Media Education and Training

A professional writer and educator, Suzanne specialises in the provision of digital media strategy, education and training. A qualified VET instructor, Suzanne has developed and is delivering a suite of professional training courses for contentgroup, including social media training. Suzanne’s previous experience includes delivery of business courses for many Canberra business people and public servants and she is now using those skills to inform contentgroup’s digital and social media training workshops and strategic planning services.

Suzanne’s career experience has spanned the education and publishing sectors, where she taught journalism, creative writing, psychology and sociology, including at tertiary level. A skilled curriculum developer, Suzanne has recently co-written a new textbook on writing and English grammar for the new Australian National Curriculum which will be published by Cambridge University Press shortly. Suzanne gained a Masters of Creative Writing at the University of Canberra in 2009 and is an active member and mentor of the Australian writing community. She runs a popular blog on creative writing and actively participates in social media. Suzanne ran a successful web design business for a number of years and is a member of the Australian Society of Authors.

David Polglase

Senior Communications Coordinator

David Polglase is a senior communications expert who specialises in the sporting sector, both in the Canberra region and across Australia. David works closely with a number of Australia’s elite sporting teams at the national level. David specialises in the provision of strategic advice on communications, campaign development and implementation, branding efforts, media relations and issues management. A key focus of David’s work is linked to the Olympic cycle, working with elite sports to build and maintain profile in the lead up to the London Olympics in 2012.

A member of Australia’s Beijing and Vancouver Olympic teams, David was a trusted adviser on communication approaches and associated issues management. David’s past and present clients include the Australian Sports Commission, Rowing Australia, Australian International Shooting Limited, Canoe Kayak Australia, the National Trust of Australia, Murray Darling Basin Authority and Skins Compression Garments.

David joined contentgroup in 2006 upon completion of a Bachelor of Arts degree, specialising in History and International Relations, at the Australian National University.

Claudia Vannithone

Communications Coordinator

Claudia Vannithone is a skilled communications coordinator whose media management skills are second to none. Claudia works closely with clients on strategic traditional media and social media engagement, assisting them to identify and publicise their stories and issues to target audiences. Her past and current clients include Roads ACT, Diabetes Australia, Village Building Co, sass&bide, Thoroughbred Park, Frocktober Canberra, Street Machine Summernats, Canberra International Film Festival, Canberra CBD, The Heart Foundation ACT, Blackett Homes, SERVICE ONE Members banking and the ACT Treasury.

Born and raised in Canberra, Claudia has strong working relationships with all of the major media outlets in Canberra and the region. An active and prominent Canberra youth leader, Claudia volunteers her time and skills for various charities, including Frocktober Canberra and the National Brain Injury Foundation (ACT). She is an ambassador for St Vincent de Paul’s Society and Abundant Water, an international not-for-profit organisation helping Lao villages access clean drinking water. Claudia graduated from the University of Canberra in 2008 with a Bachelor of Communications (Public Relations)/Politics and Government.

Sophie Morrison

Communications Coordinator

Sophie is a recent graduate of the University of Canberra, completing a degree in Public Relations and International Studies in 2010. Raised in country NSW, Sophie has a good understanding of the issues affecting regional communities, particularly rural youth.

She is competent in the Japanese language, having spent time studying in Japan. Sophie utilises her skills to assist the Lifesaver Foundation, an organisation which focuses on promoting Lions Clubs and their activities throughout Australia.

David van Dijk

Content Producer

David van Dijk is a driven Content Producer with a demonstrated enthusiasm and proficiency with new media and content production.

He was an early user of YouTube and saw his videos steadily rise in popularity in a short time. This led to David being offered partnership with the video sharing website in 2008 and his channel rising into the Top100 most subscribed channels of all time in Australia while it was active, achieving around three million unique views. David was invited to speak at the annual creative conference ‘Symposia’ in 2008, about the value of online media and importance of online video.

David graduated from Charles Sturt University in 2009 with a Bachelor of Arts in Television Production, also studying subjects in Multimedia and Graphic Design. Professionally David has gained valued experience over numerous aspects of production in his time in the television industry, including direction, camera operation and editing of live news, sports and music performances.

Dion Pretorius

Communication Coordinator

Dion started at contentgroup in 2011 as an Assistant Communication Coordinator. He is currently studying a Bachelor Degree in Journalism and Arts at the University of Canberra, majoring in Political Communication and International Studies.

Dion maintains a high standard of work in both his academic and professional life, having gained previous experience working at Questacon, the National Science and Technology Centre. His previous employment has included working within the media industry, copy editing, performance and scientific communication. He has had comprehensive experience in procuring, organising, shooting, editing and publishing audio and video content.

With a great passion for social media, Dion has acquired wide-ranging experience in preparing media releases, alerts, developing communication strategy and multimedia content. He has also prepared a White Paper on sporting professionals and financial advice, worked closely on the communications for the 2012 National Folk Festival and produced tailored content for social media platforms.

Nick Smith

Senior Manager

Nick Smith is a communications and PR professional with extensive experience in both the Government and private sectors. In more than 15 years working in the media and communications industry, Nick has developed a reputation for expertise in the areas of strategic planning, brand management, issues and crisis management and first-rate media relations.

Following seven years working as a journalist in the local Canberra/Queanbeyan media, Nick initially joined contentgroup in 2005. After almost two years working on strategic communications and media relations with the firm, Nick then spent four seasons with Brumbies Rugby as the organisation’s Media Manager, overseeing and providing the club’s marketing collateral, designing and implementing the Brumbies’ social media strategy, and providing quality media advice and relations working with the local, national and international media. He was Tour Media Manager for the Wallabies during their 2010 Spring Tour of Europe and Hong Kong and has covered the Sydney (2000) for the Sydney Olympic Committee and the Athens (2004) Olympic Games for Associated Press, and is a member of the ABC Radio rugby commentary team.

Nick returned to contentgroup in 2011, excited by the prospect of greater client interaction, designing and implementing strategic communications plans, and looking to utilise and harness the power of social media.

Nick has also worked within the Corporate Communications team for the Australian Tax Office and was most recently a member of the strategic media operations unit for the Australian Federal Police.

A born-and-bred Canberra product, Nick was educated at Canberra Grammar School before completing a Bachelor of Applied Science (Sports Media) at the University of Canberra.