Amber Martin to Challenge Marketing Conventions at State of Social ’25
Acclaimed strategist and creative leader Amber Martin will headline an energising session at State of Social ’25, Australia’s largest digital marketing conference, held annually in Perth. Her session, “Get Out of Your Glass Towers,” promises to shake up traditional approaches to brand strategy and storytelling.
Martin, Co-Founder and Managing Director of Hypnosis Creative Agency Perth, brings more than 16 years of global experience to the stage, having worked across leading markets including Sydney, Singapore, London and Amsterdam. Her portfolio includes campaigns for powerhouse brands such as Nike, EA Sports, Heineken, BT Financial and Air New Zealand.
Returning to Perth in 2021, Martin co-founded Hypnosis in 2022 with Creative Director Guy Patrick. The agency has quickly gained recognition for its culture-driven, human-first approach to branding—anchored by its signature Empathy Lab.
In her State of Social ’25 session, Martin will call on marketers to ditch the echo chamber of boardroom thinking and reconnect with the real world.
“The best ideas aren’t found in spreadsheets or sterile strategy decks. They come from listening, living, and engaging with people and culture,” said Martin. “If we want to create work that moves people, we need to get out of our glass towers and into the world.”
The session will feature real-world case studies and practical insights from Hypnosis’s most successful campaigns, demonstrating how empathy and cultural awareness can transform marketing outcomes.