Did you try rebooting it?

Every so often, you need to hit shutdown and reboot. Not just slow down, but stop. Completely. No ducking out for meetings, no subtly checking emails on your phone. A full day to reset and (importantly) realign and reconnect. That’s what our recent agency reboot day was all about. 

Last week our collective team from Adelaide, Darwin and Fremantle came together, in person to spend some undivided attention together. Each location brings something distinct: Adelaide’s advertising and digital brain trusts, Darwin’s “get-it-done” attitude, and Freo’s creative flair. Different strengths and different viewpoints but when they collide, the ideas get sharper and the ambition gets bigger. 

Ambition is important to us as an agency. Our flywheel is driven by ‘Shared Ambition’, something that is equally important internally as it is with clients. A deeply held shared ambition executed with bravery is our formula for breakthrough work. As a collective we honed in on our own shared ambition and dove headfirst into the things impacting us. 

AI dominated our conversations. Not because it’s the hot topic, but because it’s fundamentally reshaping how we work, think, and create. History shows us that revolutions don’t wait for the cautious to catch up. Our guiding principle is simple: businesses that lean into the chaos are the ones that will thrive. When the world zigs, we need to be ready to zag. We’ve always believed that humans aren’t robots, and in the age of AI, this matters more than ever. Let robots be robots. Let them handle the grunt work, the data crunching, the repetitive tasks. Our job is to lean into what makes us distinctly human: intuition, empathy, the ability to connect ideas that have no business being connected. It’s humans + robots, not humans v robots. 

At the heart of everything was creativity. Not as a buzzword or a department, but as the real engine of change. In a world that’s noisier than ever, only bold, distinctive communications break through the clutter. They’re the only way to really challenge convention and shift behaviour. And that’s what we’re here to do, as a truly national agency: make braver, more meaningful work and build partnerships that don’t just deliver results, but support our clients to make brave choices. 

Because if we’re not doing that, then what are we doing? 

We wrapped up the day by celebrating together at the AADCs. A reminder that great ideas are only as good as the people who bring them to life. Next stop, PADCs. 

Here’s to the epic years ahead.