Creativity, Courage and Candid Truths: Dr Sinead Roarty challenges creatives to rethink the rules

In the lead-up to last Friday’s PADC Skulls Awards, Western Australia’s top creative and marketing leaders gathered for a sold-out Chair of Judges event at the Subiaco Arts Centre, featuring internationally awarded Executive Creative Director Dr Sinead Roarty and her provocative keynote, “Why I Hate Advertising (and why the best ideas don’t look like ads at all).”

Presented by the Perth Advertising and Design Club (PADC) and the Western Australian Marketing Association (WAMA), with the support of the City of Subiaco, the morning session delivered an unflinching look at the state of creativity today, and what’s next for those bold enough to rethink it.

In a talk equal parts critique and call-to-arms, Dr Roarty explored why traditional advertising has lost its relevance and how the world’s best brands are creating culture, not just campaigns. She challenged the industry’s reliance on persuasion and disruption, urging creatives to embrace authenticity, agility, and deeper connection.

“Advertising as we know it is dead,” said Dr Roarty. “And that’s the best thing that could have happened to creativity.”

From AI to authenticity, from Perth to Patagonia, Dr Roarty unpacked how the old playbook of media noise is being replaced by ideas that move at the speed of culture. And for Perth, she argued, being small is an advantage, allowing creatives to be braver, move faster, and connect deeper than ever before.

The keynote was followed by an engaging and insightful Q&A session led by Mike Drysdale, whose thoughtful questions and sharp moderation drew out even more of Sinead’s bold perspectives on the role of creativity in a changing world.

“Sinead’s session couldn’t have come at a better time,” said Laura Vulling, General Manager of PADC. “Her perspective on where creativity is heading and how Perth can lead with heart and originality was the perfect spark ahead of the Skulls. It reminded everyone in that room just how powerful brave ideas can be. Something Sinead bought into every judging session of the Skulls Awards.”

WA Billboards and Garden Elegance supported the event.

Check out the PADC Skulls winners here.

Photos by Andrew Siney, @d03ker