Sydney, 28 July 2014


Bob Greenberg Founder, Chairman and CEO R/GA Paul Middleditch Director Plaza Films Reg Mombassa Artist and Musician Vanessa Zuppicich Creative Director MTV Brand & Commercial Roger Dooley Author of Brainfluence Brainfluence Trevor Harvey Owner Trevor Victor Harvey Gallery Jeffrey Darling Partner/Director Moth Projects Terry Savage Chairman Cannes Lions International Festival of Creativity Mark Lollback CMO McDonald's Australia & New Zealand Andy McKeon Global Customer Marketing Lead The Creative Shop - Instagram Tina Fox EXHIBITION The Art of Dr. Seuss Gallery EXHIBITION Reg Mombassa EXHIBITION


Download Schedule
10:00 - 10:10


10:10 - 10:50

Bob Greenberg
Founder, Chairman and CEO

Four Fundamental Transformations for the Connected Age

In the past 10 years, the needs of clients have changed so dramatically that it’s often difficult to comprehend where we – as an industry – have moved. This presentation will look at four fundamental transformations impacting the marketing and advertising industry: the shift from campaigns to stories and systems to a digital/physical connected world; the shift from agencies to multi-faceted solutions providers spanning consulting, product/service innovation and communications; the shift from big ideas to whole ideas; and the shift from big data to earned data.  Bob Greenberg and his agency R/GA has been at the center of many of these transformations. Come take a look at the roadmap of changes that will shape the industry in the coming years.

10:50 - 11:00

Tina Fox
Public Artist

A moment with Tina Fox

Tina explains how her creative works sit at the boundary of art, craft and design infused with many influences from her diverse career as an artist, interior designer and architect. Find out how Tina takes traditional hand crafting skills and reinterprets them in modern and challenging ways.

11:00 - 11:40

Paul Middleditch
Plaza Films

Genesis of Creativity

  • Getting inside the creative mind of Paul Middleditch
  • Methodologies and dissection of successful works
  • Predicted trends: The importance of storytelling in the future of advertising
11:40 - 12:10

Morning Tea

12:10 - 12:20

Trevor Harvey
Gallery Owner
Trevor Victor Harvey Gallery 

A moment with Trevor Harvey

Trevor Harvey will talk about the wonderful world of Dr Seuss and how he became the highest paid man in advertising in his day.

12:20 - 12:55

Roger Dooley
Author of Brainfluence

Neuromarketing and the Creative Process

  • Why market research is usually wrong 
  • The hidden creative elements that can reduce sales 
  • How unconscious cues make your brand more likeable 
  • Why nobody trusts marketers and advertisers, and how to fix that
12:55 - 1:30

Jeffrey Darling
Moth Projects

The Process of Now

  • The Creative Inception - The conversation. Blurred eyes, finding its atmosphere, finding the desires and ambitions, presenting them.
  • The Shifting Power Within the Process
  • The Relevance of the Finale
  • New Forms
1:30 - 2:30


2:30 - 2:45

Reg Mombassa
Artist and Musician

A moment with Reg Mombassa

Reg Mombassa will talk through his personal collection of artwork, on display at Creative Fuel, and explain the creative process behind his iconic works of art throughout his career. 

2:45 - 3:20

Vanessa Zuppicich
Creative Director
MTV Brand & Commercial

People Loved Touching MTV's Balls: Taking Creativity to the Next Level

  • From conception to user experience generation, looking at the roadmap to generate innovative content
  • Marrying experiential marketing and user-generated content
  • Increasing visibility and creating buzz in a technologically driven world
3:20 - 3:50

Afternoon Tea

3:50 - 4:05

A Moment with Ian Lyons 
Editoral Director
Be Ready

Meet the man behind the "The World's First Crowd Sourced 3D-Printed QR Code Live Streamed Via Go Pro To A Smart Phone Or Tablet Device Drone Delivery Ticket System Project".  Ian will educate the audience on the technology and creation of this game changing drone. 

4:05 - 4:40

Andy McKeon
Global Customer Marketing Lead
The Creative Shop - Instagram

How brands thrive on Instagram?

  • What is Instagram's mission?
  • Leverage the environment
  • It all begins with a purpose 
4:40 - 5:15

Terry Savage
Cannes Lions International Festival of Creativity

Mark Lollback
McDonald's Australia & New Zealand

A discussion around what it takes to win a Lions

  • Setting the standard: What it means to win a Lion
  • Taking a closer look at how McDonald's was named the "Creative Marketer of the Year”
  • Why creativity is important
5:15 - 5:20

Conference Wrap Up

Buy Tickets

Creative Fuel Day Pass

Originally $1,095 (moving to a larger venue means cheaper tickets) 

Standard $699 

Student $192.50


Bring Your Team:

Team of 4 for the price of 3 discount code: 4FOR3
Team of 10 for the price of 8 discount code: 10FOR8


Ask the Boss

For Creatives who are afraid to ask their Creative Director/Executive Creative Director/Creative Chairman/Chief Creative Officer for permission for fear of being smite across the chops for their impertinence, a pre-written template letter has been lovingly created that does the asking on their behalf.

You can download this letter here.


Tickets include:

Day-time access to Creative Fuel on July 28th, 2014
Access to networking drinks following the conference

Book Now



Bay 17, 245 Wilson St, Eveleigh NSW 2015

Fuel Sessions

Get a taste for the themes, topics and trends that will be presented at Creative Fuel on July 28, 2014. 

Fuel Session: The link between Creativity & Effectivesss

Register to attend a live, online chat with Peter Field and Simon Canning (AdNews) on Wednesday August 6 at 4pm (EST). Peter and Simon will discuss key learnings on how creativity drives effectiveness and best-practice recommendations to help boost campaign effectiveness and improve ROI.


Fuel Session with David Sable, Global CEO, Y&R

David talks on the importance of simplicity, storytelling and the transparent use of technology in this year's Cannes Lions Awards.

Fuel Session with Paul Middleditch - Director, Plaza Films

A thought-provoking interview with Australia's most awarded commercials director.

Watch Paul talks about his native New Zealand's influence on his career, how he made the transition from videos to commercials to feature films and back again, the importance of collaboration and the future of creativity. 

Webinar: Neuroeconomist Paul Zak & Innocean's Uwe Gutschow

Can we love brands? Does a single, ancient, neurochemical called oxytocin have a role to play in making us love ads? Uwe Gutschow,  Innocean USA's VP of Digital Strategy and Engagement, will explore these areas with world-renowned neuroeconomist Professor Paul Zak.

If you missed the live webinar don't worry, check out the playback now.


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