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A specially-curated workshop to inspire and foster the core creative skills of midweight creative teams and individuals.

A specially-curated workshop to inspire and foster the core creative skills of midweight creative teams and individuals.

Pitch craft workshop

In the current day-to-day life of an agency, Executive Creative Directors and Creative Group Heads simply do not have the time to provide midweight creative teams with the individual creative attention they need to grow, develop and build the capabilities to run an agency pitch.

The ‘Pitch Craft’ Workshop has been established to provide actionable tools to help creative talent build the confidence to successfully develop more compelling, complete, better crafted and more individualistic work – with a focus on the art of pitching.

With practical training, intelligent insight, and hands-on participation, the workshop will take midweight talent on a journey of a new brand, from the client brief to the final execution presentation – with realistic surprises and twists along the way. Participants will work with industry mentors who will share their pitching experience and provide valuable insight and advice throughout the workshop.

Who is this workshop for?

This workshop is aimed at turning your midweights (2-5 years experience) into pitch winners!

It's for people who are ready to take more ownership of, and active responsibility for, their creative contribution.

Curator and course mentors

The two-day workshop has been curated by Jonathan Kneebone, Writer/Director and Co-founder of The Glue Society. Jonathan has been instrumental in the success of D&AD’s Brief to Broadcast, Rare Global and the forthcoming D&AD Shift – and is recognised as someone who has helped develop the careers of many creative talents in Australia.

For the workshop itself, Jonathan will be joined by several industry leaders who will steer various groups and teams through brand personality and brand behaviour, with short inspirational talks and presentations.

Note: To ensure this workshop is available fairly across our 140+ members, we will permit up to two staff per agency brand office.


Jonathan Kneebone
Co-Founder and Writer/Director, The Glue Society
2022 Sydney workshop mentors: day one  

Ant Melder
Co-founder/Creative Partner at Coffee Cocoa Gunpowder
2022 Sydney workshop mentors: day two  
Julian Schreiber
Partner & Chief Creative Officer at Special Group Australia
Barb Humphries
Executive Creative Director at The Monkeys Sydney

What to expect

Day one: Brand personality
Workshop elements – We’ll uncover a brand and establish a brand mission, brand book and develop a brand personality – eventually writing a launch concept.

Day two: Brand behaviour
Workshop elements – We’ll turn your raw thought into a three-dimensional character and personality, building and creating a entire brand vision.

Project work
To assist with learning, the workshop will be interactive and participatory. A project will be set in advance of the two-day course – allowing an opportunity for individual/team assessment. A second project will allow teams to showcase their skills working on a brief, which will be judged during the workshop.