The gap between your brand's ambition and what actually hits the feed is usually a systems problem
If any of this sounds familiar.
01 Your social is active. The team is capable. But your content feels disconnected from the campaign, the product, the business objectives. Content goes out. Results come back flat. Nobody's quite sure why.
03 Your social output is there, but it's reactive. Week to week, no real architecture behind it. The work is good individually but it doesn't compound into anything.
02 You're ready to build social properly. You want to get it right from the start, without the expensive lessons that come from figuring it out as you go.
04 You've got agency partners, a media plan, maybe a content person. But the briefs aren't landing. The responses feel misaligned. The system connecting all of them is missing.
Four Services. One System.
Four Services. One System.
We design structured social systems that connect brands to culture and content to commerical outcomes
Everything we do is anchored to the same foundational framework.
Social becomes the always-on brand voice that gives campaigns somewhere to land, and keeps the brand alive between them.
Each service stands alone. Together, they're a complete system
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The foundation. Before any content goes live, before any briefs go out - the strategic layer has to be right.
The diagnostic that tells you where you are. The framework that tells you where to go and what to do.
Available as a focused entry-point or a full audit.
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How your strategy comes to life, and the architecture that connects your social program to your broader marketing function - so when a campaign runs, social is already there to give it context.
Organic, paid and influencer activity working together, not in isolation.
Built to adapt. With a testing framework and learning loop that compounds over time.
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Your team already knows the brand. This session turns that knowledge into executable campaign thinking that ladders back to actual business objectives.
Facilitated by Pano Co. Every idea interrogated against platform best practice and what's working right now.
You leave with the thinking to fill a content calendar, where every piece of content works as hard as it should.
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Fractional, contract or advisory - depending on what the business actually needs.
We come inside. Operating from board-level strategy down to execution within the same engagement.
The right hire is often a longer play. Ongoing organisational structures can be unknown, or the social program needs to be built with some early runs on the board.
This gets the right work done at the right level, without the cost or commitment of a full-time senior hire.
Built by someone who’s lived on both sides.
Chris Birtchnell has spent more than a decade building social programs, brand ecosystems and content-led marketing functions for some of Australia's most recognised brands.
A decade in-house gave him the depth - the product knowledge, the internal politics, the execution reality of what it actually takes to get great work live inside a large organisation.
Agency experience gave him the zoom-out. Sharper thinking. A broader view of what great looks like.
Equal parts strategist and executor. Comfortable in a boardroom or on set with a creator. That combination is rare - and it's the foundation everything at Pano Co. is built on.
Let’s talk.
Every engagement starts the same way. An honest conversation about where you are and whether we can help.
No pitch. No obligation. We'll work out together if it's the right fit.