Adam Ferrier chats weaponizing creativity at inaugural WAMA and PADC breakfast
Ahead of the PADC Awards last Friday, a group of senior marketers and creatives gathered at Lawson Flats for a joint WAMA and PADC breakfast with Adam Ferrier, consumer psychologist and Thinkerbell founder.
The atmosphere was unusually excitable for an early week day morning, as Ferrier unpacked his four pillars of weaponizing creativity.
Creativity in governance and company structure – also described as “all roads lead to the CMO”.
There’s a reason that more and more CEO’s come from a marketing background. The days of CFO to CEO are lessening, and we’re seeing the rise of the CMO to CEO instead. Companies are turning to leaders who understand consumers, and the role that brand plays in captivating them.
The need to be selective.
And blaze your own path. Ferrier unpacked the “Measured Magic” approach of Thinkerbell, using the intersection of marketing science and creativity to help clients build their brand or change their consumer’s behaviour.
The importance of the individual.
Creativity can start with you. Here’s how:
1. Be curious
2. Write everything down
3. Never stop generating ideas
4. Test as many ideas as you can in market
5. Maintain a laser focus
6. Don’t give people feedback. Give them things to consider.
Measure your creativity.
Finally, use an evidence-based approach to measure your impact and know where to go next. Understanding your impact is critical to optimizing creativity.
Sponsored by The Marketing Room, this was the first joint venture for the industry bodies, and Laura Vulling, General Manager for PADC, and Emma Ridley, Vice Chair of WAMA, had this to say:
“This was the first of many thought leadership events for us, and it was great to have marketers and creators in the same room connecting over a shared desire for creative that works.
“We’re two halves of the same coin, passionate about fostering collaboration and elevating the incredible work happening in WA.”
Perched on a bar and stool proudly wearing a bespoke “bachelor’s handbag” – that used none other than the iconic roast chook bag as a carrier – Ferrier spoke highly about the work coming out of our sunny state – encouraging marketers and creatives alike to keep running their own race.
Written by Ashley Broadway.
Photo credits: Harry Cunningham / @harry.digital
