In a world flooded with content and fuelled by choice, the brands that play it safe are the ones that disappear. In this bold and energising keynote, marketing and creativity keynote speaker Brent Smart—Telstra’s CMO and former CEO of Saatchi & Saatchi New York—makes the compelling case that taking creative risks isn’t risky at all. In fact, it’s the smartest business move you can make.
Drawing on real-world case studies from brands like NRMA, McDonald’s, and Liquid Death, brand growth and innovation speaker Brent Smart reveals how strategic, courageous creativity drives serious commercial results. He unpacks the hidden cost of bland work, explores the extraordinary power of distinctiveness, and shows how bold thinking consistently outperforms safe, forgettable tactics.
But this isn’t just about big, showy campaigns. Brent dives into the cultural conditions that make brave work possible, sharing insights on how to lead creative teams, balance safety with ambition, and create a business environment where innovation thrives. Whether you’re a global brand or a lean team with a modest budget, this keynote shows how even small risks can deliver huge returns.
This is not a talk for the timid. It’s a call to action for marketers and leaders ready to stand out, think differently, and do work that truly earns attention.
Audience takeaways:
- Why safe work is the most expensive kind: Learn how bland, risk-averse campaigns drain budgets and fail to move the needle in a crowded marketplace.
- How to build a culture that embraces creativity and risk: Discover the leadership behaviours and team dynamics that fuel innovative, high-impact work.
- Why distinctiveness drives long-term growth: Understand how to cut through sameness and make your brand truly unforgettable.
- How small bets can spark big breakthroughs: Explore simple, low-risk ways to experiment with bold ideas that lead to outsized returns.
