Effective marketing today demands more than awareness, it calls for emotional intelligence, human connection, and a deep trust in the creative process. In a landscape increasingly dominated by data, and risk aversion, reconnecting with instinct and intuition can unlock the kind of bold, original thinking needed to truly stand out. By leading with story over image, embracing humour and pushing boundaries from concept to execution, marketers can create campaigns that are not just seen, but felt. Join Channa Goonasekara, the creative force behind standout campaigns for Uber Eats and McDonald’s, as he shares how trusting your gut and championing brave ideas can drive both creative and commercial success.

• Challenging category expectations through instinct-led creative

• Using Australian humour to ground brands and craft unexpected narratives

• Strengthening internal alignment without compromising bold ideas

• Developing creative muscle memory to navigate barriers and execute with impact