Supercharging leadership and market impact

Consulting I Capability I Coaching

Intent Advisory helps ambitious leaders and service-led organisations maximise their leadership and market impact. We do this by focusing on the strategies, structures, and capabilities that drive market awareness, market position, client acquisition, and growth. Both through the lens of the market and the leader.

No jargon. No fluff. No filler. Just pragmatic and impactful advice and coaching and - when you need it – experienced operational nous to turn strategy into traction.

The diversity of our experience matches the diversity of our clients. From start-ups and scale-ups to more established businesses. The common thread is these organisations share an imperative to create a step change and or fuel greater growth.

We achieve this by leveraging 20+ years of ‘in-house’ brand, marketing, and business development experience in executive and senior roles in professional services firms, investment firms, and technology start-ups globally. This includes NYE-listed Fortune 500 company Marsh & McLennan, LSE-listed Intermediate Capital Group, Australasian 'cityshapers' Urbis and its international business Cistri, and corporate advisory leaders PPB Advisory (now PWC).

When there is value, we collaborate with thought leaders across client experience, innovation, and sales. That means a diverse perspective and cross-industry lessons to challenge your thinking and sharpen your approach.

Services.

Consulting

Organisations are often brimming with entrepreneurial spirit. Yet they often don’t have the capacity to crystallise their thinking, narrow and prioritise the opportunities ahead of them, and then convert ideas into reality.

Capability

We know your people’s time is precious. That’s why we carefully craft our sessions to maximise engagement, challenge thinking, and create the space to apply their skills from day dot.

Coaching

My coaching philosophy is aimed to maximise your professional and personal impact. Think of me as your coach, confidante, and champion; I am in your corner.

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  • We were very grateful for the services of Intent Advisory to develop the presence of our new entity. Amanda brought insight and valuable advice along with curiosity and a commitment to excellence. While rigorous and demanding, working with Amanda was so enjoyable because of her ability to ask the right questions, to listen deeply, and respond with the great energy needed to create something special. The process was collaborative, positive, and fruitful, and we all learned a lot along the way. I highly recommend their work.

    Emily Cox, Director, Grounded Studios

  • I had the pleasure of working with Amanda on the Bunnings Learning Festival across 2024 and 2025, where she designed and delivered virtual sessions to thousands of our team members across Australia and New Zealand. From the outset, Amanda stood out for her exceptional stakeholder management and genuine curiosity to understand our business context. She took the time to tailor the design of her content so that it felt relevant, grounded, and perfectly aligned with our culture and audience. Her presentation style is professional, engaging, and modern - she has a natural ability to bring theory to life in a way that’s both accessible and thought-provoking. The sessions she delivered were some of the most positively received at our festival, and her collaboration throughout the project was seamless, proactive, and full of positive energy. I wouldn’t hesitate to recommend Amanda to any organisation looking for a dynamic facilitator and consultant who can deliver meaningful impact at scale.

    Dan Wilson, Senior Learning & Development Manager, Bunnings

  • Amanda Fong is a dynamo. There are few people with her drive, curiosity, passion and commitment to lead and to deliver excellence. Amanda has transformed Urbis’ approach to marketing and work winning. Under her leadership, Urbis has elevated our professionalism and sophistication to business development and has significantly grown its market presence with big ideas that capture the imaginations of our clients across the globe. Her entrepreneurial spirit is second to none, and she always approaches the next challenge with a high degree of strategic thinking and creativity.

    Jane Kelly, Director & Former Board Member, Urbis

  • Amanda brings a rare blend of strategic thinking, communications smarts and commerciality to her advice. She understands business. She comes prepared to engagements and that planning gives her a sense of ease and presence. She's not a seller but a relationship builder and cares about ensuring that her advice is bespoke and robust. She is a joy to work with, smart, engaging and on the ball.

    David Imber, President, International Association of Business Communicators - Victoria (23/24)

  • Incredible, thought provoking session. Just wish it was longer.

    Robyn Lutskin, Senior Development Manager, LaTrobe University

  • Amanda assisted the Museum of Australian Photography (MAPh) Foundation with a workshop to set our strategic direction for the next 3-5 years. She worked closely with me to understand the desired outcomes and context. She provided an outside view that helped me to think through and articulate what we needed to accomplish. At the workshop, Amanda did a great job of aligning the group on the work to be done in the session. As a skilled facilitator, she had a very good sense of when to let the conversation go on, and when to step in or to re-frame the discussion to move us forward. Importantly, we achieved the outcomes I was hoping to achieve. I'd welcome the chance to work with Amanda again, and highly recommend her.

    Megan Peart, MBA, GAICD, Chair, Museum of Australian Photography (MAPh) Foundation

  • Amanda is one of the most effective Brand and Client directors that I have worked with through my lengthy career. As a strategic and effective senior leader, Amanda has an ability to engage and influence key stakeholders on brand, market positioning and client growth opportunities. Amanda maintains a depth of knowledge about key markets and clients that are testament to her market centricity and capacity to increase cross-selling, progression to higher value projects and securing thought-leadership partnerships.

    Richard Gibbs, Chief Economist, Urbis
    (former Chief Economist, Macquarie Bank)

  • Working with Amanda over the past six months has been a transformative experience, leading to a significant mindset shift for me. Amanda's coaching has not only restored my professional confidence but also equipped me with the tools and strategies to effectively win new business. I now feel more empowered and prepared to leverage my unique strengths. Amanda is a dynamo – I highly recommend her to anyone seeking to enhance their professional growth and achieve their business goals.

    Senior Director & Partner, Urbis

  • Very enjoyable session which was extremely well facilitated by Amanda. Nice mix of stories, anecdotes influenced by Amanda yet prompting thought and reflection.

    Verdon Styles, Partner, Gray Puksand

  • Amanda's purview of knowlegdge, proven engagements, execution and cut through is first class. As polished a facilitator as you'll get anywhere for team and people leadership, coaching and education.

    Nick Ashton, Managing Director - Victoria, Charter Keck Kramer

  • One of Amanda's strongest talents is her ability to distil complex ideas often held across different geographies and cultures into simple, workable and effective strategies that have practical and scalable reach. Amanda is one of the best "question askers" I know - often after having spoken to Amanda you come away with the notion that she understands your business in terms of its key strategic challenges and priorities better than you do.

    Andrew Hunt, Managing Director, Marsh

  • We partnered with Amanda to expand our thinking in the early stages of comms and change planning for a strategic transformation project. Amanda invested valuable time up front to understand our challenge, our culture and the stakeholders involved which delivered immense value. Amanda's ability to navigate ambiguity, narrow in on what's most important and deliver insights and inspiration in a way that directly supports business objectives is a huge asset, and something that sets her apart from many other consultants and advisers.

    Head of Communications & Brand, Allens

  • Amanda was just excellent. She really made me think and also validated a lot of my own thoughts. What a great speaker and leader!

    Participant, Property Council of Australia’s 500 Women in Property masterclass

  • Amanda had me captivated from the moment she started speaking. Her [leadership] content is thought provoking, interesting and most of all she had us engaged throughout the whole presentation.

    Participant, Property Council of Australia’s 500 Women in Property masterclass

  • Amanda’s way of explaining in clear and easy to comprehend ‘chunks’ for leadership consideration was very informative and powerful.

    Participant, Property Council of Australia’s 500 Women in Property masterclass

  • Amanda played a key role at our 2025 Bunnings Learning Festival, where she delivered a fantastic session on harnessing the strengths of our multigenerational team.  Her genuine enthusiasm for our business and people made working together a breeze. Her thoughtful questions drew out useful contributions from our team, which added to the impact of her session. Amanda is an outstanding presenter and facilitator, who significantly enriched our learning event with her expertise.

    Matt Hunt, Learning & Development Manager, Bunnings