The Secret to Effective Creativity: Having an eye for bias.

There is no denying that creativity is in crisis and we need to identify how we can be more effective. In this session, we will discuss how we can unravel the secret behind effective creativity through the lens of a strategist, brand owner and creative agency.

We as marketers spend so much time and energy on our brands and creative work that it can be easy to forget how ‘close’ we are to those brands. This can lead to the wrong type of work: work that persuades, work that educates, work that informs. 

George Webster, Account Director at System 1 will argue that instead, we should focus on the inherent biases that unite us all. Knowing how these biases manifest in marketing and how we can create work that leveraged them. 

Nandini Nandakumar, Head of Marketing Spirits at Diageo Ireland will speak from a client's lens on the importance of humanizing the creative journey and why it’s critical to drive decision-making with your head and heart working in tandem. 

Aleesha Tully, Strategy Director at TBWA\Dublin will show examples of how we can break the echo chamber and these inherent biases as brand creators and guardians, without stifling the creative process. 


VENUE: Bord Bia Global Hub, 140 Pembroke Road, Ballsbridge, Dublin 4.

TIME: Registration/Networking 4.30pm for 5.00pm start - refreshments will be served.  Finish 6.00pm

TICKETS: Members €30 non-members €60

P.O Box 58, Bray, Co.Wicklow.
Tel : 01 276 1995
Mail :

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