2 Half Days, 1:30 – 4:30PM


A specially-curated course to inspire and foster the core creative skills of mid-level creative teams & individuals.


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 and develop. Which begs the question – how can midweight creatives find their feet and better make their mark?

AWARD Craft has been established to provide actionable tools to help midweight creative talent have the confidence to successfully originate and finish more compelling, more complete, better crafted and more individualistic work.

With practical training, intelligent insight, and hands-on participation, the course will take midweight talent on a journey of a new brand from the client brief to final execution – with realistic surprises and twists along the way.

The two-day course has been originated 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 course itself, he will be joined by several industry leaders – who will steer the various groups and teams through workshops and short inspirational lectures.

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

Curator & Guest Speakers


Jonathan Kneebone
Co-Founder and Writer/Director, The Glue Society

Speakers Day 1

Ben Welsh
Chief Creative Officer at DDB Group Australia
Ant Melder
Co-founder/Creative Partner at Coffee Cocoa Gunpowder

Speakers Day 2

Julian Schreiber
Chief Creative Officer at Special Group Australia
Barb Humphries
Creative Director at The Monkeys Sydney


Course Content

Day One: Copy
Course Elements – Where we’ll uncover a brand and establish a brand mission, brand book and develop a brand personality – eventually writing a launch concept.

Day Two: Visual Direction
Course Elements – Where 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 course 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 live brief, which will be featured and judged during the Creative Festival.

Who’s it for?

This course is aimed at turning your mid-weights (2-5 years experience) into pitch winners!

People who are ready to take more ownership of and active responsibility for their creative contribution.