WAMA closes out their 2023 breakfast series with a hot debate on WA creative standards

Six of WA’s best marketing minds unpacked whether WA creative competes at a world class level – it was intense, funny, and at times, uncomfortable. Ashley Broadway reports on the event.

WAMA promised us something different for their final brekky of the year and boy, did they deliver. The debate raged for almost two hours, as the panel unpacked whether WA is a competitor on the global creative stage.

Kate O’Hara, CEO of Foodbank WA, did the job that no one else could (or frankly wanted to) do, elegantly corralling a panel of big personalities who largely ignored the seven-minute timer and continued to hog the microphone until at times, she physically had to shoulder them out of the way.

The affirmative team came at the audience with a strong theme of “no excuses”, arguing that WA work is mature and produced to the highest standard and drawing on the state’s success in awards as evidence – since 2000 WA has had over 40 finalists and medals at Cannes. The team reiterated WA’s ability to punch above its weight, arguing that it works smarter and harder than its national and international counterparts, and is highly regarded as a result.

The negative team arrived on the back foot, as they tried to convince a room full of WA creatives that WA creative isn’t reaching its potential. They argued that courage and accountability are necessary in performing competitively, and that currently WA falls short on both. The team called for the end of tall poppy syndrome, encouraging the audience to support their industry by giving each other permission to fly. They ended on a strong note by asking if WA creative did compete at a world class level, would we even be debating it?

The winning team was put to a vote by the audience, with 160 votes for the negative, and 43 for the affirmative. Despite the surprising outcome, there was a true sense of community on the morning, and of an industry that vowed to do better in supporting each other and applauding all work to come out of WA.

WAMA Chair, Rene LeMerle had this to say: “It was reaffirming to see both teams tackle a spicy topic with constructive rigour and vulnerability. No one wants to be the negative in this discussion, but the entertaining debate left us all wanting to champion WA creative continuing to push the envelope and punch above its weight. And ultimately, be more fabulous!”

Key highlights include but are absolutely not limited to:

Liz Hammond (Rare) bringing up Richard Berney’s brother in the first 60 seconds.

Richard Berney (Berlin) saying, “I don’t want to win this” and making the audience promise it was a safe space before he launched into why WA creative was falling short.

Anna Pearce (Water Corp) telling Richard that she found his swearing offensive and then proceeding to explain that WA tracks the “shit” out of its creative projects.

Rebecca Smith (Brownes Dairy) pointing out that even Perth is Ok! describes Perth as ok.

Tim Newton (Wunderman Thompson) reckoning that being in the debate was scarier than that one time he climbed Mont Blanc.

Angus Ingham (Minderoo) shoe horning “Not right now, doesn’t mean we can’t, WA creative just needs a little shove” into Stop by the Spice Girls – and Liz calling it “special”.

The negative team being presented with a reasonably large trophy that they will 100% lose before WAMA wants it back for next year’s debate.