Chris Andrawes at Emergence: Day 2
Marketforce creative Chris Andrawes is at the 2017 Emergence Creative Festival in Margaret River and reports for Campaign Brief.
Day two of Emergence for me was conversation-heavy, you could say I was a social butterfly. Claire from Marketforce bet me I couldn’t work that into my diary entry; turns out that’s what the whole thing is going to be about.
After the the first day of talks Emergence came to a close with one of the best closing events I’ve had the opportunity to be to.
Huddled around the fireplace, Angus Kingsmill (of formerly owning surf brand Mambo fame) had an in depth impromptu discussion on getting clients to approve stand out creative work.
Angus came to the conclusion that it’s really hard to get business people to see creative vision, you’ve got to explain it to them in their terms. A lot of the time this means creative people need to know more about running a business, which was a similar sentiment to what Matt Eastwood had to say from the previous day.
After a quick chat about the merits of Rogue One versus The Force Awakens, Jens Hertzum echoed a similar sentiment, but this time emphasised focusing on doing interesting things that keep you creatively engaged.
Earlier in the day there was some interesting talks from LA based Jennifer Sullivan, who talked about how musicians are becoming ad agencies in their own rights saying “music is the best way to sell other stuff”.
But the stand out talk from the day came from Melinda Wink, whose organisation Good Pitch Australia are creating documentary films with the goal of creating meaningful social change.
Melinda and her organisation work out who the influencers and decision makers are for the social issues that the documentaries are trying to target and partner with corporates and philanthropists to come up with a release strategy that will cause the biggest buzz and have the most social impact.
Her talk seemed to be one of the most creative and influential talks in terms of changing the way people think about a subject of the entire Emergence trip, which was intriguing because it was probably the talk that was most devoid of any traditional advertising techniques.
