Creativity: it can solve almost any problem and is often the most important contributor to a brand’s success. It is an empowerment mechanism, possessing the ability to push people towards an innate capacity for innovation. Businesses know the immense value of creativity within the workplace. Yet, as ongoing economic challenges continue to tighten budgets and strengthen external pressures, enabling creativity has become a back-burner priority. Marketing leaders are charged with strategizing the business case for integrated and intentional creativity, aligning seemingly contradictory imperatives and bringing new customers into the fold.

On Wednesday 7th September, in partnership with Connect Media, hosted an executive gathering of marketing leaders from a diverse cross-section of industries. This Roundtable provided a platform for candid discussion, where attendees confronted the challenges and opportunities underlining creative management within business.  


From the Boardroom: Sourcing Creativity

The decision to outsource or invest in-house is one that weighs heavily on marketing agendas. It is a constant negotiation of short-term advantages against long-term value, guided by ROI as the determining precedent.

We know that creative power is what defines us in the context of artificial intelligence and automation. Consumer demands of content reflect this in our world of fast-paced, short-form media. Businesses are keenly aware that consumers gravitate towards brands that provide honest critiques and authentic messaging, selling ideas rather than overt product promotion. This desire to resonate is reshaping the dimensions of trust between brand and consumer, challenging teams to creatively respond to the customer with an ad hoc, empathetic approach.

“We want to think like a brand that takes an emotional place in someone’s life,” remarked an attendee.

“So, therefore, what is the expertise we need to hold-in house versus seeking external? What are the things we are always going to know and might be experts in versus what are the things we need counsel on?” 

In a digital environment, the objective is simple: marketing teams need to be responsive, quickly. They need to meet to behavioural changes instantly and capitalise with first-mover advantage. The sign-offs attached to outsourcing often stunt this opportunity for brands to be quick to respond when immediate change occurs.

“In marketing, there is still a need for one-off decisions that are sometimes slightly crazy”. 

This argument starts to waver however, when brands choose respond through a medium outside their internal skillset. The pursuit of differentiation is a motivator of these decision, rendering outsourcing creative development a necessary avenue.

Regardless of the content’s origins, one collective sentiment continued to be emphasised: consistency is crucial. Delivering content at scale and across multiple channels requires a deep, intrinsic knowledge of a brand’s personality and mission, and is vital in securing end-to-end value for a consumer.

Unshackling your Assets: Extending the Creative Capacity

Branded creativity previously operated within contracted silos, designated only to those with the skill or the service required. The events of the last few years have forced a change to this way of thinking. The ability to be nimble in a constantly changing media world has proven to be more of a vital asset than once accounted for, prompting leaders to extend an organisation’s creative capacity beyond its traditional silos and into wider teams. 

“There are benefits in educating broader parts of your business in the skills that are required for creative problem-solving… The more people you bring on that journey and the more you apply that to everyday scenarios, the more effective you can be at getting sign-offs on the things that you want to do…”  

There is known risk associated with extending creativity beyond its designated proprietors. However, there is a surmountable amount of wastage across many work systems, and it is essential that employees are given this time back to be considerate, thoughtful and focus on their craft. Solidifying reasonable parameters around creativity will encourage true innovation to occur, serving as protective ‘guardrails’ to support company reputation and guide employee imagination. Opening up opportunities for the wider business to actively and creatively problem-solve will move employees from being “unconscious, to conscious members”, strengthening empowerment and purpose within the broader business culture. 


Consolidating Data and Partnerships

Attaining user data has a history of being a contended process. Privacy concerns have amplified over the last twelve months, influencing regulatory reform and extensive red-tape hurdles. To be able to respond swiftly market changes and tap into new audiences, marketing leaders need to consider the alternate data opportunities available to them.

Leaders emphasised that the reliance on third-party data partnerships with big tech generators can no longer be a business’s primary avenue for insight, instead expressing a desired movement towards second-party data sharing:

 “We’ve been talking about little data gardens and the advantage of knowing your customers from a behavioural perspective… It is in the interest of big tech companies to reduce your transparency if you band together with likeminded companies.” 

As businesses continue to grow in their creative capacity, data influx is magnified to a larger scale, requiring greater collaboration and coordination. Amid calls for more equitable access to data, marketing leaders are relying on aggregated workflow platforms, such as, as foundational aids in streamlining informational access and transparency. These platforms offer embedded ecosystem, facilitating readily available data and resources in a centralised space, allowing leaders to manage multiple teams, priorities and connection points. 


As humans, we have a tremendous ability to create. The challenge for leaders is to make sure the spirit of that ability does not lie dormant, nor continues to be pushed aside in times when needed most. is dedicated to enabling this pursuit, making it their mission to give back the time to be creative by driving an enlightened way of working – not by overengineering a complex problem, but by removing all the noise and all the friction that cloud work operations. As workspaces and technology continue evolve, the value and resources we assign to the business of creativity will be what ultimately defines our competitive distinction. 

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Arti Oza

As Connect Media’s sole Designer, Arti is responsible for the creative visual direction and design of our entire suite of multimedia commercial and promotional material. She holds a Bachelor’s Degree of Design in Animation from the University of Technology Sydney. Arti’s artistic skill extends beyond her diverse corporate portfolio, and she has been known to draw incredibly realistic and stylised portraits of people.

Rachel Dreyfus

As Production and Operations Coordinator, Rachel has direct oversight over our event production portfolio and is responsible for securing our executive keynote speakers and panellists for our major events. She has a diverse administrative background in hospitality and database management, holds a Bachelor of Fine Arts (Ceramics) from the National Art School, as well as a Masters of Management from ICMS.

Outside of the office, you will find Rachel teaching ceramics to kids and strategically surf-lifesaving outside of the water.

Mitch Cohen

As Content Manager, Mitch is responsible for setting the strategic-agenda for our entire suite of industry and bespoke events, as well as the design, execution and editorial oversight of B2B content marketing services for our clients.

Zoe Baptist

As Account Manager, Zoe is responsible for bringing new clients into our business community to establish long-term partnerships. Zoe begun her journey with Connect Media in our Marketing Team, and brings a wealth of experience around service delivery and customer experience to her Commercial role. She holds a Bachelor in Sport and Exercise Management from the University of Technology Sydney.

Zoe is a diehard Good Charlotte fan, and unfortunately for the rest of the team, has executive control over the office Sonos Speakers.

Lisa Eam

As Client Event Manager, Lisa is responsible for the seamless, back-end management of our event operations. She also charges the management of client, speaker and sponsor needs across both our event and bespoke roundtable offerings. Lisa holds a Bachelor’s Degree in Management in Events and Leisure from the University of Technology Sydney and has an extensive background in venue management and hospitality.

She currently holds the office title of ‘In-House Expert’ when it comes to the Sydney culinary scene, and is often the envy of all our office lunches.

Jessica Ewing-Flynn

As Commercial Director, Jessica is responsible for developing commercial partnerships across our entire suite of industry-leading events. Her extensive experience in the events sector spans both operational and client-facing roles, covering large-scale events through to bespoke engagements. She holds a Masters of Business Administration (MBA) from the University of South Australia, and a Bachelor in Event Management from the International College of Management Sydney.

Jessica hails from the Northern Beaches, where she is renowned as an extremely average runner, and a slightly better swimmer.

Sam Bray

As Production Manager, Sam oversees the acquisition of national and global speakers across our portfolio of industry and profession-based events. Originally hailing from Canada, she has a diverse background in politics and the public sector, and has completed a Bachelor of Arts in Political Science from the University of British Columbia. She is currently undertaking a Masters of Public Policy and Governance at the University of New South Wales.

Sam has a hardcore love for country music, cowboy boots and the dumplings near the office.

Jane Forbes

As Marketing Director, Jane plays a pivotal role in realising our long-term marketing agenda. Before assuming her current role, Jane served as Connect Media’s Data Manager for over two years. Jane holds an Advanced Diploma in Hospitality Management, and has over a decade’s dedicated senior experience in the events space. Jane enjoys escaping the hustle and bustle of the city to spend quality time at the beach with her young family.

Bridee Arrighi

As Operations Director, Bridee has operational oversight of our entire event portfolio, including stakeholder relations and end-to-end event management. Bridee graduated from Macleay College with a Bachelor of Business specialising in Event Management, and has over five years’ dedicated experience in the events space.

Bridee has a passion for the outdoors, and was quick to commandeer the best window seat in our office.

Dominic Patterson

Since founding the company in 2009, Dominic has fostered a culture of innovation and creativity, producing world-class conferences and pioneering advancements within the industry.

A media entrepreneur with over 20 years’ experience in B2B communications and events, Dominic has led Connect Media to be twice recognised as a BRW Fast Starter, a BRW Fast 100 Company, and a SmartCompanySmart50.

A keen sportsman and a supporter of the performing arts, Dominic maintains an active interest in public policy and has hosted a radio show with several listeners.

He has a Bachelor of Arts in Management (Economics) from the University of Westminster in London, certificates from AFTRS, NIDA and is a member of the Australian Institute of Company Directors.