Bill Shannon founded Shannon's Way in 1992, following twenty years with major advertising agencies. He chose the name to reflect a new direction in his career; communications which specialised in cultural and social issues. Bill became a social marketing practitioner before that description came into broad usage.

No other Australian company can demonstrate the same focus and depth of experience in this field.

Bill Shannon has built a team with special skills in behavioural communication. Shannon's Way has developed methodology with proven strategic, research and creative disciplines.

Today, Shannon's Way does not have a single packaged goods product on its client list. But it does have a register of corporate, government and not-for-profit clients. And, a track record of moving Australians to action – to their benefit, and society's.

In the private sector some service companies have chosen Shannon's Way as consultant because of our dedication to achieving action.