Kos Samaras – Director Strategy and Analytics
Kos Samaras specialises in compiling and interpreting research, statistical data and polling to provide a unique insight into the cause and effects of social and political issues impacting communities across Australia.
Often sought for expert commentary on polling data and its impact on all levels of politics, Kos’s keen understanding of the nature of political parties and government decision-making (drawn from more than 25 years of political experience with Victorian Labor) allows him to deliver effective solutions for a broad range of clients.
Simon Welsh – Director Research and Reputation
Simon Welsh’s specialty is the collection of intelligence on complex and sensitive issues to inform strategy and policy development. He helps clients by gathering information that may otherwise be unattainable to them, drawing insight from that information, and then working with them on the strategy and/or policy response to that insight.
Simon’s expertise in research and policy analysis is built from more than 20 years of market and social research as well as a background in cognitive psychology. During this time, he has provided strategy, marketing and organisational change services to senior decision-makers across the private and public sectors. Prior to starting RedBridge, Simon ran a strategic consultancy that worked closely with senior executive teams and Boards to deliver strategic planning programs, market/policy analysis, and organisational reviews.
Notably, Simon delivered the qualitative research program that supported the Daniel Andrews Labor election victory in 2018.
Tony Barry – Director Corporate Affairs and Communications
Having worked for the highest levels of government, media and corporate decision-makers in Australia, New Zealand and the United Kingdom, Tony Barry offers thirty-years expertise in campaigns, communications strategy, risk management and qualitative and quantitative research.
Tony has extensive government experience working in policy areas including regulatory affairs, financial services, superannuation, transport and health.
In an environment where business and political leaders face increased competition, intense public scrutiny and an accelerated news cycle, Tony understands the importance of brand reputation and building consensus through coalitions with key stakeholders.
His career includes work on over 50 political and corporate campaigns including qualitative and quantitative polling to move numbers in the court of public opinion through the identification, persuasion and mobilization of target audiences.
An experienced media performer, Tony is a regular commentator on all media platforms and has worked on over a dozen election telecasts including Channel 9 with Laurie Oakes and Ray Martin and the ABC with Kerry O’Brien, Sarah Ferguson and David Speers. In 2025 Tony was a judge on the panel for the AFR’s annual overt and covert power lists.
Tony also co-hosts a popular weekly podcast, ‘Back to Back Barries’ with veteran political commentator, Barrie Cassidy.
Simon Adams – Research and Communications Manager
Simon Adams brings extensive expertise in community engagement and applied field research. He has designed and implemented outreach and consultation strategies that inform responsive service delivery and program design.
With over 14 years of experience, Simon provides comprehensive strategic, digital, communications, client management, and logistical expertise to ensure that every client project is targeted and delivered with the best possible results.
Simon’s experience utilising a wide range of research and communication techniques to engage with a diverse range of communities allows him to bring an additional dimension to his qualitative research insights.
Alex Fein – Research and Intelligence Principal
Alex is a researcher and strategist who specialises in bringing together quantitative and qualitative research to solve complex communication and behaviour change challenges.Having completed degrees in Professional Communications (RMIT) and Political Science (Honours, Monash),
Alex has advised leaders in politics, academia, health research, and survivor advocacy on strategy, communications, and business development.After founding and editing widely read publications in the Jewish community, Alex moved into the political sphere and has consulted for numerous progressive political projects and campaigns.
In 2021, she developed a novel methodology for voter segmentation, bringing this methodology to a number of independent campaigns. These methods allowed for highly efficient use of resources in direct voter contact and digital communications. Before joining RedBridge Group, Alex was Head of Strategy for Zoe Daniel’s campaign for the seat of Goldstein and also led on policy development.
Kristy McSweeney – Insights Adviser
Kristy McSweeney began her career in news in Perth before working in state and federal politics in Canberra and a corporate advisory career across Sydney and Melbourne.
Kristy’s political media career has seen her serve as press secretary to a former Prime Minister, Federal Trade and Investment Minister, Federal Health Minister, Environment Minister and two Premiers. Her media relations skills include a national and international network of journalists across all sectors. Kristy has been part of every federal election campaign team in a media capacity since 2004.
Outside of politics, Kristy has held senior in-house and external advisory roles in ASX listed and private companies including Qantas, AirNZ, Hancock Prospecting, JBWere, MYOB. Kristy’s significant public and government influence campaign leadership includes managing Hancock Prospecting’s Netball Australia dispute, successful Medicare increases for The Australian Diagnostic Imaging Association, delivering a small business tax offset for MYOB in the Federal budget, ACCC regulatory change for social media global Qoria alongside leading media, commercial and government strategies for Bombardier, Tata Group of India and HCLTechnologies.
Toby Wooldridge – Data Research
Toby’s professional interests focus on the spatial relationships between people, communities, and economies. He has 10 years of experience in urban research, market analysis, retail network planning, geographic information systems (GIS), and socio-demographic analysis.
Toby has worked at the Property Council of Australia (Victoria Division) and Coles Group and has provided consulting services to various notable Australian retailers. Additionally, Toby has served as a sessional academic in urban/property economics at the University of Melbourne. His work has been published in The Age and The Canberra Times, where he has written on demographic change and Australian cities.
Toby’s approach combines technical proficiency with creative storytelling. He excels in utilising GIS technology to visualise spatial data, creating maps and models that highlight key trends and patterns. By integrating detailed census data, Toby provides a granular perspective on demographics, economic conditions, and social factors, helping clients understand and address their specific needs and challenges.
Politically, Toby has been involved in every Liberal state and federal election campaign since 2010. He has also applied his skills in GIS and demographic analysis to assist the Liberal Party in navigating state and federal boundary redistributions across multiple jurisdictions.