You know what they say about being a creative at a big network. There’s too much pressure from Paris, London and New York. There’s less creative freedom and fewer big and brave ideas.
Whether that is the case or not, we can’t say for certain at B&T. What we can say for certain is that these 10 creatives below are some of the very best in Australia and New Zealand—if not the world.
Last time out on B&T, we took a look at the Best of the Best creatives from holding company agencies. This time, we’re looking at the Best of the Best from the indies!
Coming up next in Best of the Best (and we’re perilously close to the end of the 2024 season), we’ll be taking a look at: Experiential Producers, People Leaders and Social Media Directors. If you know anyone who should be on one of those lists, drop us a line at [email protected].
But now, on with the list. There are plenty of honourable mentions, too. Picking just 10 names from an incredibly talented cast was no mean feat. So here goes.
First up, Special Australia’s talented trio of group creative directors: Sian Binder, Lea Egan and Sarah Parris. Elizabeth Wilmott, founder and ECD of Bastion Creative Melbourne has also been killing it recently. Taboo Group’s ECD Charlotte Adorjan has also been producing some cracking work.
Annie Price, ECD of Communicado has more than three decades of creative experience under her belt and even launched the Specsavers brand into Australia. Kat Topp of Emotive is certainly worthy of praise (and is even managing to make Optus look good) Howatson+Company’s Elaine Li has been critical in producing some of the agency’s best work but we understand she’s moving at the end of the year to Hong Kong.
Nancy Hartley, founder and creative partner of Queensland’s Rumble is breaking the Sydney and Melbourne mould. Jessica Thompson of The Hallway is producing some epic work and Anna Stickley, ECD of Auckland’s Stanley Street, is one of the best anywhere.
Now, the ten Best of the Best.
10. Zeina Khodr, chief spark and founder, Paper + Spark
Zeina Khodr, the powerhouse behind Paper+Spark, is a true force of nature in the world of digital media and brand storytelling. As chief spark and founder, she’s on a mission to help brands cut through the digital noise, creating stories that hit you right in the feels and turn engagement into action. Khodr’s work spans industries, from financial services to tech startups, making Paper+Spark a go-to agency for creative, impactful campaigns that get people talking.
But Khodr isn’t just a creative genius; she’s also a leader with a knack for strategy and a flair for mentorship. As the NSW State Chair of the Australian Marketing Institute and a B&T Women in Media Entrepreneur of the Year in 2023, she’s setting the standard for the industry. She lectures in Advertising and Digital Media, inspiring the next wave of talent.
With a career that took off in digital media and publishing, Zeina took the plunge into branded content and social media, leading WPP’s startup, Colloquial, to rapid success. Her skill set is as diverse as her passions: creative brand storytelling, content marketing, corporate strategic communications, and digital PR, to name a few. On top of all of that, she’s a master at using design thinking and lean startup methods to help businesses scale.
With Khodr at the helm, brands don’t just communicate – they connect, entertain, and leave a lasting impact in an always-on world. Simply put, she’s the spark every brand needs in a crowded digital landscape.
9. Laura Cibilich, founder and design director, RUN Aotearoa
Laura Cibilich blends her wealth of talents to lead RUN Aotearoa, a women-led agency that’s anything but ordinary. As the CEO and Design Director of RUN, Laura is not only steering a company she founded back in 2008 but also reshaping the creative industry with a fierce commitment to cultural connection and advocacy for Indigenous voices. Her career—launched with her first business at the age of 19—has been a journey of innovation, resilience and boundless inspiration.
Cibilich has an unmatched knack for fusing creative genius with commercial savvy, crafting campaigns that don’t just look stunning but also deliver powerful results for clients. Her work has gained recognition on a global scale. She’s also a respected jury member for prestigious industry awards, bringing her expertise and unique perspective to the judging panel of events like B&T’s Women Leading Tech Awards.
But it’s not just awards that set Laura apart. She’s a champion for diversity, women’s rights, and sustainability, weaving these values into the fabric of RUN. Under her leadership, RUN has grown into a cultural powerhouse, with a particular focus on Māori and Pasifika kaupapa. Her work embodies the principles of Te Tiriti o Waitangi, promoting inclusive storytelling and transformative change within the creative community.
RUN’s portfolio is as diverse as its purposeful, spanning partnerships with nimble startups to global giants, delivering impactful campaigns that go beyond conventional marketing. With Laura at the helm, RUN isn’t just a creative agency—it’s a movement leading the charge for a more vibrant, equitable, and culturally enriched world.
8. Jess Lilley, co-founder, The Open Arms
Jess Lilley is a powerhouse of creativity, a changemaker, and a bit of a legend in the world of purpose-driven creativity. As co-founder of The Open Arms, Lilley has dedicated her career to harnessing the magic of empathy and storytelling, blending the worlds of creativity and social impact to help communities flourish. With her rich background as a creative director, writer and radio maker, Jess has worked in some of the world’s creative hotspots, from Melbourne to Toronto and London. Her work hasn’t just turned heads; it’s picked up serious accolades from across the globe.
A believer in the “Dream Room” approach, Lilley has honed a method that fuses creativity with real-world needs to deliver ideas that connect on every level. Whether it’s crafting an unforgettable campaign or dreaming up a powerful social project, Lilley’s approach celebrates impactful storytelling that’s as authentic as it is effective. Her creative genius flows through everything she does, from co-hosting Spin Cycle every Thursday on Triple R-FM to speaking at industry events, where her insights are highly sought after.
Lilley isn’t just a creative director—she’s a social alchemist, blending empathy with artistry, making every project she touches a meaningful contribution to the world.
7. Nicole Jauncey, co-founder and creative, ABEL
Nicole Jauncey co-founded ABEL alongside Simon Fowler back in 2019, fuelled by a love for creativity and a desire to solve real business problems.
Having worked in creative roles across New Zealand and Australia since 2008 with BMF, Havas and Ogilvy Jauncey has worked with some of the largest brands across the Antipodes. Her portfolio is nearly a who’s who of big brands, including the likes of Microsoft, Burger King, Arnotts, KFC, Telstra, Coca-Cola and Nestlé.
Perhaps its most notable success of late was being appointed Red Bull’s creative agency of record just under a year ago. At the time, Jauncey said she could have “only dreamed” about working with a client of Red Bull’s size and creative ambition. She was also part of this year’s Cannes Lions Social & Influencer jury.
6. Louise McQuat, group creative director, Akcelo
Louise McQuat has been with Akcelo for coming up to five years and during that time, she’s helped the agency create some spellbinding work.
Akcelo has a focus on experiential and CX but its work is beautifully crafted. For instance, its recent work for the TAC at the Australian Motorcycle Grand Prix at Philip Island was genuinely affecting and engaging in a way that precious few brand campaigns are nowadays. But McQuat helps Akcelo knock it out of the park in that more traditional medium, too. Its work for Macca’s to reintroduce Grimace to the market was a hoot and its ‘The Unslept’ campaign for Forty Winks was more of a short film than a brand campaign.
We know there’s plenty more to come from Akcelo and McQuat, too, as audiences drift away from TV.
5. Cass Jamcotchian, creative director, Bear Meets Eagle on Fire
A highly regarded creative director, Jamcotchian joined Bear Meets Eagle on Fire in 2023, having witnessed the growth of the agency from afar for quite some time.
Jamcotchian isn’t just a name in the industry; she’s a force. Prior to joining BMEOF, Jamcotchian spent nearly five years at CHEP, crafting unforgettable campaigns for giants like IKEA, Samsung and eBay. Before that, she spent five years at Leo Burnett London, sharpening her skills and proving her creative chops on a global stage.
Now with arguably the hottest of creative hot shops in Australia, Jamcotchian has been crucial to producing the eye-catching work that +61 (the bespoke agency created from BMEOF, TBWA and OMD) has become known and lauded for around the world. Our favourite? It’s still ‘Better On A Better Network’.
4. Regina Stroombergen, head creative tinker, Thinkerbell
Regina Stroombergen is the type of hands-on, imaginative powerhouse who jumps headfirst into every project, tackling briefs with a passion that’s contagious. Her love for all things creative shines through in every stage of the process, from the spark of concept generation to the fine details of design and implementation. She’s a mix of strategic thinker and imaginative doer – a rare blend that makes her a stand-out.
Stroombergen’s creative journey has taken her from Melbourne to London, working across an impressive range of industries including automotive, healthcare, FMCG and retail, collaborating with some of Australia’s most iconic brands (VEGEMITE and Chiko Roll!). Not too bad for a Kiwi making waves in Aussie waters.
But Stroombergen isn’t just about delivering incredible campaigns; she’s committed to driving meaningful change in the industry. In 2021, she founded MIA (Mums In Ads), a community aimed at addressing the underrepresentation of mothers in advertising. Through MIA, she’s helping to spark discussions, confront barriers, and ultimately open doors for more mums in the industry. Stroombergen’s also a founding committee member of The Aunties, a support network uplifting women of all ages and backgrounds in the creative world.
In short, Stroombergen is a dynamic blend of heart, hustle, and creativity – a true visionary with a knack for making big ideas happen and empowering others along the way.
3. Elle Bullen, ECD, Bullfrog
Elle Bullen is a powerhouse in the world of Australian advertising and a creative force who’s made her mark time and again with bold, game-changing campaigns. Bullen’s portfolio reads like a greatest hits album: from the much-loved Bonds “Boobs” to the playful 7-Eleven BYO Cup Day, and the memorable Drinkwise “How to Drink Properly.” Her campaigns don’t just sell; they resonate, captivate, and have audiences coming back for more. As B&T’s Women In Media Awards 2023 Woman of the Year and Glass Ceiling Recipient, Bullen has a well-deserved reputation as a creative trailblazer.
Previously the brains behind Sick Dog Wolf Man, Bullen is now part of the creative firepower at Bullfrog, where she’s embraced her role as “ECD, part-time copywriter, and all-the-time mum.” Her passion and resilience shine through, especially after a courageous battle with breast cancer, proving she’s as unstoppable as her ideas. Bullen’s continues to turn heads, shape brands, and earn applause, both locally and internationally, cementing her status as one of Australia’s most awarded and admired creative thinkers.
2. Dee Madigan, ECD and founder, Campaign Edge
Dee Madigan is an award-winning creative who’s left her mark on nearly every major Australian brand across industries as diverse as FMCG, banking, finance, health, and education. Need proof of her skills? Madigan was the creative genius behind the Australian Labor Party’s 2022 election victory, helping shape a campaign that resonated nationwide.
As one of Australia’s leading campaign strategists, Madigan doesn’t just “do” creativity—she makes it persuasive. Her strategic chops and creative instincts have earned her a regular seat as a panellist on ABC’s Gruen as well as appearances on The Latest and Sunrise. But Dee doesn’t stop at talking shop on TV; she’s also a published author, having written The Hard Sell and contributed to titles like Mothermorphosis, Perspectives on Change, and Unbreakable. She’s on the board for Per Capita and Australians for Mental Health, proving her commitment goes well beyond the boardroom.
As an ECD and owner of Campaign Edge, Madigan leads a national team with offices in Sydney, Melbourne, Brisbane, and Darwin, lending her expertise not only to consumer brands but also to social and political marketing campaigns. With 25 years of experience, a rich portfolio of election wins, and a deep understanding of social marketing, Madigan has redefined what it means to be a modern creative leader in Australia’s advertising landscape.
1. Lisa Fedyszyn, CCO, Special Auckland
Lisa Fedyszyn’s career is a masterclass in creativity with purpose, and she’s got the track record to prove it. Throughout her journey, Fedyszyn’s been all about creating work that makes a real difference. One of her standout moments? Encouraging overseas New Zealanders to “meddle” in their own election, leading to the first shift in parliamentary seats since 1938. And when tasked with helping the New Zealand Police, she produced the “Most Entertaining Recruitment Film” ever, bringing in the largest intake of female and representative recruits in the force’s history. She’s even made a bold stand on pay inequality, once charging male politicians 10 per cent extra for their coffee – a clever (and caffeinated) reminder of the gender pay gap.
With experience across Australian, New Zealand, and North American markets, Lisa has worked at iconic agencies like Droga5 New York, DDB Aotearoa, Colenso BBDO, and now Special Auckland. Alongside her creative partner, Jonathan McMahon, her work has earned top accolades from across the globe.
In recent years, Fedyszyn and McMahon’s collaboration has redefined what it means to create effective, culture-shaping campaigns. They’ve revived TV characters in a “Last Performance” to connect with New Zealand’s under-insured, supported a man with Motor Neurone Disease in a timeline reflecting his journey, and reimagined Kathmandu as a brand that resonates with younger audiences, thanks in part to a whimsical Merman and Owl DJ.
Lisa’s work stands out for its heart, humour, and impact. She’s proof that creativity isn’t just about awards – though she’s got plenty of those – it’s about making people feel something, change something, or even pay a little extra for their morning coffee if it means starting a conversation on equality.