Business Australia

ImpactInstitute was engaged to partner with Business Australia on strategy and production for debut podcast series, The Company You Keep. The Company You Keep was an innovative element in Business Australia’s award-winning brand launch and COVID-19 pivot.

The challenge

Business Australia, formerly known as NSW Business Chamber, has supported Australian businesses – from start-ups to large corporations – for more than 190 years. The aim to cultivate brand awareness, showcase member success stories, and educate the business community lent itself to the medium of podcasting.

The solution

ImpactInstitute partnered with Business Australia to produce flagship podcast series, The Company You Keep.

Hosted by Janice Petersen, presenter at SBS World News, the podcast explores the entrepreneurial journey of businesses owners and managers who’ve succeeded despite the odds.

The outcome

The Company You Keep is a podcast that uses the power of storytelling to connect with business owners and managers and positions Business Australia as a customer champion and thought leader.

Hosted by Janice Petersen, and produced by our integrated content and production team, Season 1 featured interviews with 19 Business Australia members who speak about what it takes to start, grow and maintain a successful business.

The second season features the stories of eight Australian businesses who have pivoted their products, services and processes to continue serving the community during the COVID-19 pandemic.

The podcast continues to drive traffic to Business Australia’s website for content discovery and member engagement.

So far, 55 hours of Business Australia member stories have been captured, and 27 episodes of The Company You Keep has been created.


“Impact Institute has an award-winning podcast team, so we were excited to engage with them on the first season of The Company You Keep and to seize the opportunity to partner with them again for the second season.”

— Richard Spencer, Chief Customer Experience Officer
Business Australia