An interview by Russ McLeod, for Authority Magazine.

What does it take to pioneer such transformative initiatives, and what can others learn from their successes?

An interview by the Content Rebels for MBA Discovery

This year promises a smorgasbord of emerging and forecasted trends that could redefine how businesses operate in Australia. From the integration of cutting-edge technologies to four-day working weeks and a renewed emphasis on sustainability, these trends capture the shifting focus and priorities of the fastest-growing industries in Australia and the wider business environment.

Here, Mr Perelson helps us uncover some of the most impactful business trends shaping the industry in 2024.

An interview by Region Media

Synergy Group offers advice to Australian governments of all levels and is taking to ‘The Pitch’ segment on the ABC’s popular Gruen Nation show this week with a plan to unite each and every Australian, no matter the outcome of the election on 21 May.

The Synergy Group pitch focuses on finding that human element to every issue because, from there, we can begin to feel empathy.

An interview by Region Media

With an ad featuring an array of tempting locations aiming to convince Australians to never go back to the office, Synergy Group’s creativeXpeople won The Pitch competition on this week’s episode of the ABC’s Gruen.

As featured in Consultancy.com.au

“We wanted to reinvent the way creativity is delivered to government, with a view to how best to do that as part of a consultancy,” explains Jason. “The average consultancy leverages having a creative agency, yet creative agencies don’t tend to leverage the consultancy.”

While the typical creative team – responsible for brand identity, graphic design, creative ideation and execution – receives a brief and then goes back to the client with a proposal or pitch, Synergy’s focus was on broadening the link between creative output and human behaviour.

As featured in B&T Magazine

Many believe the words “Government” and “creativity” don’t go hand-in-hand. The reality is, it takes a special kind of person and special type of agency to navigate creative work within Government departments.

Understanding who you’re talking to and with, are carefully balanced elements in the recipe for success. Rather than getting frustrated with the message not landing, look inwardly in how the message was crafted (more often than not, it’s not for the right audience – your client).

An interview by The Canberra Times

“Instead of just sticking a rainbow flag on our logo, we wanted to actually change behaviour – that’s what advertising boils down to anyway. Understanding human behaviour, psychology and our day to day lives are vital ingredients to how we design.”

The Facebook graphic, cleverly-written and using the Vegemite brand colour palette, has so far reached more than 20,000 people online.

“The whole concept came from my wanting to actually do something for the debate,” Perelson said.

An interview by The Canberra Business Network

In a traditional advertising agency the stereotype of a Creative Director has always been the guy who wears converse sneakers and graphic t-shirts, sits on a bean bag and thinks of cool ideas all day.

However, that’s changed over the last couple of years and its going to change exponentially going forward. Creative Directors are less and less likely to be the person sitting in a back room thinking of how you can change the world with a cool slogan but rather the strategic thinkers and client service and implementation people.