Mumbrella Sessions video: Special Group, Hardhat and H&R Block discuss creative effectiveness amid crazy competition

Mumbrella Sessions returned for its second in-person session on 24 March in North Sydney as creative effectiveness in a rapidly changing environment is pulled apart by a range of industry experts. The live stream is available on this page.

H&R Block’s marketing & digital innovations director Louise Cummins joins Hardhat founder and behavioural psychology expert Dan Monheit and Special Group Australia strategy partner Dave Hartmann to share their experiences of how creativity has evolved over the last 12 months and how they will be capitalising on the knowledge they have gained moving forward.

Cummins is charged with leading the tax preparation firm’s marketing in Australia. H&R Block handles over 700,000 returns annually with over 450 offices nationally. This involves her in multiple facets of the business including overseeing agency work with creative and PR partners as well as managing large-scale brand campaigns.

As one of the founders of Hardhat, Monheit was key to leading the agency through the toughest periods of 2020, having started the business in 2005. The agency has done work for Vic Roads, Kogan, Tennis Australia, Simply Energy and a large variety of other brands.

Hartmann, Cummins and Monheit join the second Mumbrella Sessions event

Hartmann, meanwhile, is a key leader in one the most prominent creative agencies currently. Special Group, which has offices in Australia, New Zealand and the US, has made headlines recently for its work with Uber Eats and has also created significant work for Optus, Smirnoff, Tourism New Zealand and more.

Mumbrella Sessions is designed to mix significant insights with networking. Taking place from 4pm-6pm at Mumbrella’s offices in North Sydney, the speakers will take part in a 45 minute panel session that will also be streamed live on Mumbrella followed by casual networking.

Tickets were on sale for $20+GST with a limited number available due to current regulations. The full session summary is below.

Creative Effectiveness During Crazy Competition

Over the last year, the way our industry operates has changed substantially. It’s affected a variety of areas, but one that has not been spoken about extensively is how it has altered the way we approach creativity. How we ideate, strategise, and execute in a market that has arguably become more competitive and more creative than ever before.

In this Mumbrella Session, the process and environment of creativity will be put under the microscope by industry leaders whose job it is to stretch creative boundaries while being as effective as possible.

They’ll share the challenges they’ve experienced, the opportunities they have capitalised on and what they have learnt about the behavioural psychology of a creative team working in an unpredictable environment.

Mumbrella Sessions are a completely interactive, small group, 45 minute session with the audience encouraged to participate throughout. The session will be streamed live on Mumbrella and for those physically present, casual networking with light refreshments will be hosted afterwards.

Speakers: Louise Cummins, Marketing & Digital Innovations Director, H&R Block, Dan Monheit, Founder, Hardhat, Dave Hartmann, Strategy Partner, Special Group Australia
Date: Wednesday, 24 March, 2021
Time: 4pm – 6pm (the session will begin promptly at 4pm, please arrive early)
Location: Diversified Communications, Level 2, 99 Walker Street North Sydney
Format: 45 minute session with Q&A followed by light refreshments


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