Adbrax Services
Independent strategic advisory services.
Creative solutions driven by strategy and experience
Specialising in the transport, infrastructure, technology, tourism, and services sectors, Adbrax provides its clients with strategic advice and practical action plans to address complex business challenges and deliver on critical outcomes.
Adbrax will engage with your team and key stakeholders to harness a diversity of thinking, and match that with evidence-based analysis, creative solutions, actionable plans and compelling cases for implementation.
Over 30 years of experience across private and public sectors
Tony Braxton-Smith
Adbrax Managing Director
Tony has over 30 years’ experience in both public and private sectors in the transport, infrastructure, tourism, and services industries in Australia, New Zealand and Latin America.
Most recently, over a 10 year period, Tony held senior leadership roles in Government as Chief Executive, Department for Infrastructure and Transport in SA; and as a Deputy Secretary with Transport for NSW.
Within the private sector, Tony was Chief Executive of Great Southern Rail; Executive Director Serco Transport Asia-Pacific; Chief Executive Dreamworld, and prior to that held executive roles with the P&O Group.
Since 2022, Tony has been providing independent advisory services to Governments and regulators across Australia, as well as leading private sector companies.
Tony is currently Chair of Metro Tasmania, the state government-owned public transport operator. He is also a Non-Executive Director on the Rail Industry Safety and Standards Board. He was previously Chair of the Public Transport Association of Australia and New Zealand, (and its predecessor) and has served on the boards of Austroads, Infrastructure South Australia, and the Australasian Railway Association.
WHAT WE CAN DO FOR YOU
...helping you deliver on critical outcomes.
INDUSTRY ENGAGEMENT & PROGRAM FACILITATION
Uniting leaders across an industry sector to assess key strategic issues, facilitate engagement programs and accelerate solution-oriented outcomes.
STRATEGY DEVELOPMENT
Working with leadership teams at an enterprise level to realise future ambitions and chart a course for their actualisation.
BUSINESS CASES
Building persuasive, considered and evidence-based cases for investment in new infrastructure, operating equipment, technology systems and operating models that deliver optimised solutions.
MARKET & CUSTOMER STRATEGIES
Helping enterprises outperform in market share by increasing their understanding of key target markets, crafting winning strategies for attracting and retaining customers, and enhancing customer service outcomes.
BOARD ASSURANCES
Providing directors with independent, evidence-based analysis and support for the oversight and remediation of business-critical issues in the areas of safety, complex commercial transactions, major project delivery and more.
NEW DELIVERY MODELS
Systematically developing new ways of working and applying new technologies to reinvigorate your core business operations and service delivery.
PROJECTS
Diversity of thinking crystallised into actionable plans
DELIVERING FOR
Working closely with internal teams and key stakeholders...