VMLY&R: Going with your gut - How intuition can win out in a data-driven world

VMLY&R: Going with your gut - How intuition can win out in a data-driven world


Through the ages – across music, art, science and marketing – the practice of ‘going with your gut’ has led to some of humankind's finest moments. But with the oceans of data available today, and new tools like AI to navigate the intelligence, is the use of intuition falling by the wayside?

In this fascinating talk, we'll reveal the neuroscience that proves the case for gut-instinct. We'll share examples of breakthrough campaigns – like Wendy’s National Roast Day and Monash Universities “The Endangered Generation – built off a kind of "sixth sense" that would have been killed or compromised by conventional research. And we'll show you how to make "gutsy" decisions that can be supported by data, to build brilliant brands.

Top 3 Takeaways:

How you can join the experts using their intuition to be 20% better at decision-making
When to 'trust your gut' and when to reach for the data
Why ‘gutsy’ brands generate greater business ROI and
customer LTV

Moderator: Paul Nagy, Chief Creative Officer, VMLY&R APAC

Paul has more than 20 years of experience leading international agencies and brands. He has been awarded gold at all major international award shows – including Cannes, Award and the Effies – and his work has been included in WARC’s 100 Smartest Marketing Campaigns In The World in 2014, the ‘Best of the best’ award at AIMIA and B&T’s Campaign of the Year in 2015 for Dolmio “Pepper Hacker”. In the last two years he has won gold at Cannes, Adstars, LIA and a Grand Prix at the Spikes for VMLY&R.

Roger Boyd, General Manager, Honest Eggs Co.

Roger is an experienced Founder / Managing Director / CEO / GM Sales & Marketing with a focus on innovation, change and motivation. He’s spent most of his career in the FMCG nutritional space throughout Australia / New Zealand, South East Asia and the Americas with Fonterra Brands, and eventually owned company, 1Above - The Travel Recovery Drink. From there, he’s started working with Honest Eggs Co., an egg business out to change egg farming for the better.

Roger has worked his way up through sales and brand roles to country manager roles. Skilled at bringing new insight led brands, products and retail concepts to market, with strong channel, trade and stakeholder benefits. He has been consistently successful at galvanising stakeholders and teams around a higher purpose and driving clear culture. He’s at the same time analytical and creative, and most content when helping others achieve in something more than a 9-5.

Alison Tilling, Chief Strategy Officer, VMLY&R Australia & New Zealand

With 15+ years experience in advertising and marketing, Ali is a firm believer in getting out from behind the laptop screen, finding real insight and combining that with other data for fresh strategies.

Now CSO at VMLY&R (say that three times fast), she leads long-term strategy across the client portfolio and heads up the strategy team across Australia and NZ. This includes leadership and support for a team of 14 strategists across the region, with different specialisms from Brand to Data to Communications strategy.

Ali models a culture of effectiveness across the Strategy team, making ‘work that works’ to achieve commercial or social marketing goals, and ensuring this is properly measured and reported.

Ali led strategy on Aldi at BMF for six years, during which time it grew from 4% to 12% market share. Ali worked on a range of award-winning campaigns as well as developing an extensive qualitative research and CX development program. Previous clients have also included P&O Cruises, Transport for NSW, Dulux and Schweppes, among many others.

Starting her career at TBWA\London working on Apple, she also spent time client-side working at Apple Europe and at Wieden+Kennedy London.

Ali has won a range of Effie awards, including Gold and Agency of the Year awards.

She contributes to the industry through the APG Committee, mentoring, conference speaking, and is an occasional panellist on ABC’s Gruen TV show.

Jake Barrow, Executive Creative Director, VMLY&R Sydney & Melbourne

Jake likes to look at communications in a new way, an approach that has seen him create some of the world’s most innovative work, on some of the biggest brands in Australia.

During his 10-year tenure at the agency, his leadership has seen it ranked 6th Australian Agency of the Decade by Cannes Lions and 3rd Australian Agency of the Decade by Campaign Brief. As one of Australia’s most awarded advertising creatives, he has in excess of 300 industry awards, including 18 Cannes Lions, with 5 Gold. He has twice been ranked in the Top 20 Advertising creatives in the world and was recently included in the Top 100 Global Creative Influencers by Creative Pool.

Jake has created a global dog-adoption movement, had TV commercials on display in art galleries, been a judge at multiple international award shows, and has had work featured in the book “100 Ideas that Changed Advertising”.

Jake is a regular guest lecturer at AWARD School and places great importance in mentoring young creatives. Outside of advertising he spends way too much time in his garden and is owner of the best looking cat in Melbourne – quite possibly the world.

This is an open house session. Open House sessions are open to all, however capacity is limited so guests will be seated on a first come, first serve basis. For an invite to this session contact Zac Kraemer


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