One of Western Australia’s most influential thought leaders, Mike Edmonds, is hosting a workshop at ADFEST called ‘The New Purpose of Creativity’ on Friday 24th March.

With a 30-year career in advertising, Edmonds will open up the philosophies and tools of his purpose-driven company Meerkats – the agency he and Ronnie Duncan founded in Perth in 2004.

Spaces are limited to just 30 people, so it’s important to register early: download this registration form and send to Workshop@ADFEST.com to reserve your place.  You must be a registered delegate of ADFEST to sign-up.

“Participants will get as close to understanding their true purpose as it's possible to do in 135 minutes. They will then learn how to use this truth to change how their agency engages with clients, how to break down the walls that stop them at the marketing department, and how to open opportunities for creative contributions higher up in their client's organization,” says Edmonds.

“Either that, or it will make them realise they're in the wrong agency. This workshop is powerful stuff. Because it deals with the future not just of creativity, but of life.”

Participants in this workshop will learn how to position themselves with their clients so they are invited to "the big table" – that secretive place in your client's office tower that is way above the marketing department; where your clients' owners and leaders discuss their primary problems and opportunities.

“Unless we sit at that table, our industry will always be subservient to the action that ensues; and being subservient to a company's thinking is death for our industry. We are doomed to become glorified ad factories,” says Edmonds.

Using interactive exercises, case studies and hypotheticals, participants will emerge with a renewed sense of pride in our industry's role in society and a business model to help their agency rise above the competition.

‘The New Purpose of Creativity’ runs from 10:45am to 1pm on Friday 24th March. For more information, visit: http://www.adfest.com/The_New_Purpose_Of_Creativity.php

ADFEST 2017 will include two separate programs: Craft@ADFEST, which runs from 22nd to 23rd March; and Creative@ADFEST, which runs from 24th to 25th March. The festival takes place 22nd – 25th March 2017 at the Royal Cliff Hotels Group in Pattaya, Thailand.