• Ongoing Communications Support
  • Event Planning & Promotion
  • Graphic Design, Video & Photography
  • Social Media Management
  • EDM & Weekly Newsletters
  • Media Management & Advertising

When Fiona Cook and her brother opened Gasoline Pony, a small bar and live music venue, they had decades of experience in hospitality and the music industry.

But they soon realised this wasn’t enough to ensure success in the up-and-coming and competitive Sydney suburb of Marrickville.

Gasoline Pony engaged SansIcarus in late 2014 to provide ideas for how the small business could develop and grow their customer base.

Fiona and her brother Elmo are both community-oriented people and talented musicians, who wanted to open somewhere that people like them would enjoy visiting in a friendly and relaxed atmosphere.

Instead of a slick and expensive marketing blitz, we focused on community building – communicating better with existing customers, developing key relationships and making it easy for customers to become advocates for the venue.

After the initial success of their collaboration, Gasoline Pony engaged SansIcarus on a weekly retainer and we have been working together regularly ever since – looking after regular communications, forward planning major activities and reacting effectively to urgent situations as they arise.

Whether it’s getting the most out of journalists and marketers, designing and promoting events and materials, or ensuring the local community knows what’s going on from week to week, we are there to support Fiona, Elmo and Gasoline Pony.


Having Mark involved in the business is like having a dial-an-expert in place. With many years of experience in communications and marketing across digital, print and news media he is able to make quick and effective decisions regarding promotional strategies. 

Mark is a pleasure to work with. Friendly, punctual and importantly delivers the goods when you need them.  I would recommend him to anyone.

Fiona Cook – Owner/Manager, Gasoline Pony

"Mark is smart, creative, strategic and produces beautiful work. He understands what a project needs and gives strong, straight advice to make it happen."

− Sylvie Ellsmore, former Marrickville councillor.

"Mark brought to our discussions valuable insights and a refreshing frankness. He has a deep understanding of local communities, whether rural, regional or metro, and what makes them tick."

− Maree O’Rourke - COA Executive Director 2013-15

"Working with Mark was great, he really listened to what we wanted. He was friendly, helpful, calm and professional and we would highly recommend him and his work.


− Lauren Porter & Mark Lockwood

"Mark was easy to work with, organised, worked under budget and delivered on time. He was respectful to the diverse views of stakeholders at all times."

− Joel Pringle, CBAA

"Mark demonstrated technical prowess, attention to detail and a discerning political mind. He is an excellent communicator, a good listener and a collaborative worker."

− Lynne Joslyn



Mark started SansIcarus in 2013, following years of experience in hospitality management, as an English teacher and examiner, and most recently as a political communications and policy adviser.

Working with a talented team of writers, designers and developers, Mark helps businesses, organisations and community groups get their message out there – helping good people do good things, better.

If you need to expand the range of people you’re talking to, or develop better relationships with the people you already know, that’s where SansIcarus can help.

Get in touch today and we’ll grab a tea or coffee and talk about what you’re trying to do.

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