Day Two of This Way Up 2024: What Would Taylor Do?
Day Two of This Way Up 2024 at Sydney’s Museum of Contemporary Art continued to bridge creativity and technology, following the momentum built on day one.
The event, a key fixture in the advertising industry’s calendar, drew together industry leaders, creatives, and innovators to explore the rapidly evolving advertising landscape. The day was marked by insightful sessions, bold experimentation, and lively discussions, setting a high bar for the remainder of the festival.
The day began with an Interactive Workshop titled Live Experimentation with AI: Going Deep, Getting Weird, Pushing the Limits, presented by Nine and hosted by Nilesh Ashra alongside Liana Dubois, Julian Schreiber, and Brian Cronk. This session challenged participants to view AI not merely as a tool for efficiency but as a catalyst for innovation. Nilesh Ashra guided the audience through exercises that pushed the boundaries of traditional creative practices, demonstrating AI’s potential to unlock new creative possibilities.
Building on the theme of innovation, Nilesh Ashra later delivered a keynote address “Meeting the Machine Age with Creative Experimentation.” His speech resonated with both seasoned professionals and emerging talents as he explored the profound impact of technology on creative industries.
Nilesh argued that AI’s true power lies in augmenting human creativity, enabling the exploration of previously unimaginable ideas. "AI is not here to hurt us. I’m not sure the tech industry would even know how to do that," Nilesh said, reassuring the audience about the role of AI in the future of creativity.
Following the keynote, a panel discussion titled ‘We’re Together … but not Together Together - the Beautiful Balance of Creative Client Relationships,’ moderated by Liana Dubois, delved into the evolving dynamics of client-agency relationships in a digital age. Panellists included industry heavyweights such as Mim Haysom, Andy Fergusson, Brent Smart, Micah Walker, Lucinda Barlow, and Tom Martin.
The discussion focused on the challenges and rewards of fostering strong and collaborative partnerships in an environment where remote work and virtual collaboration have become the norm.
Telstra CMO Brent Smart highlighted a key issue, "From the day you enter a company, you begin to lose perspective, and you stop thinking like a consumer." The panel underscored the importance of adaptability and trust in maintaining effective client relationships.
After a networking lunch, the afternoon sessions began with Cannes Lions Deconstructed, a presentation and panel discussion led by Contagious. Wade Kingsley, Rose Herceg, Mike Rebelo, and Tara Ford provided a behind-the-scenes look at some of this year's most successful campaigns from the Cannes Lions Festival. The session offered valuable insights into the strategies and creative processes that led to award-winning work.
"I know this is a room full of writers," Rose Herceg addressed the audience, "My advice for you when submitting to awards is to write and rewrite – that would be my number one tip for any entry."
Ogilvy global CCO Liz Taylor, the day’s second keynote speaker, captivated the audience with her presentation, ‘What Would Taylor Do? Known for her fearless approach to creative leadership’, Liz shared her thoughts on navigating the complexities of the modern advertising landscape. She challenged the audience to embrace boldness in their work, urging them to take risks and trust their instincts.
The afternoon also featured the AWARD Uni session, where emerging creatives had the chance to showcase their talents, followed by the second instalment of the Bronze Awards & Silver/Gold Showcase. This event celebrated the best work from the past year, providing a platform for both established agencies and rising stars to be recognised for their contributions.
Day Two of This Way Up 2024 was a powerful reminder of the potential at the intersection of creativity and technology. With thought-provoking sessions, inspiring keynotes, and a celebratory close, the day set a high bar for future iterations of the festival.
Overnight, at an exclusive black-tie ceremony held in Sydney last night, three of Australia's most celebrated creative leaders—Anna Fawcett, Scott Nowell, and Justin Drape—were inducted into the AWARD Hall of Fame.
