The brands winning on social have figured out one thing - how to shorten the distance between idea and live content.

Getting there takes a specific kind of experience. Boardroom to on-set. Senior strategy to junior execution. The gap between the brief and the feed is where most programs break down. It's also where the best work happens

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 across industries.

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.