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Adam Mortimer Managing Director 2Fish
		Education Deakin University Australia BA Applied Economics Books Reading: SuperFreakonomics - Steven Levitt The Art & Science of Riding Really Well - (Lawrence Grodsky RIP)		Favorite Quote: "Unless someone like you cares a whole awful lot, nothing is going to get better. It's not." - Dr. Seuss Inspirational Figures: Dr. Seuss, Walt Disney, Carlos Ghosn, Nick Vujicic, Eric Weihenmayer Relationship Status: Single (Motorcycles and much loved animals aside)

Short bio of career path:
Nurtured to appreciate the art of narrative, theatre, music, performance and design. Went against the grain to study Economics and Project Management then relocated to Northern Greece to study Ancient Greek Theatre. Found meaning in Business Communication that perfectly fused live performance, audience engagement and brand storytelling in turn evolving into Brand Experiences. I still dabble in live theatre and learning new things every day.

Define your leadership style and the feel of the agency:
A collaborative spirit and flat management structure ensures there is transparency and accountability in a creative, productive and results focused way. A great idea can come from anyone in our group and we nurture active expression asking: What if? Why not? We don't have a 'house style,' but a hard won reputation for delivering the very challenging, extremely difficult and highly effective. My aim: create an environment that's stimulating, encouraging people to do their very best providing a sense of personal fulfillment.

Toughest challenge overcome in your career?
Believing that in the complex ecosystem of brand building there existed a robust role for Brand Experiences beyond the noise of one-way, interruptive, ego-based, traditional broadcast media - yet not having an industry unified, sophisticated or committed enough to make the offer deeply compelling. They were formative days. In the last 5 years alone Experiential Marketing has evolved greatly in terms of education, socio-acceptance, and alignment with audiences actively seeking to experience brands in memorable, relevant, personal, human and powerful ways. We are undergoing massive transition right now ~ keep the quality conversation and shared learning alive.

What was your defining moment at your agency?
I'm proud of the diversity of brand experiences we create and the feelings of deep satisfaction inspiring and connecting with live audiences. Realising that we have the pillars of economics, sociology, creativity, storytelling, design and marketing at our core is a superb platform to take successful brands into the future. Come to think of it, I don't think I have experienced the defining moment yet... stand by!

Favorite assignment completed to date?
Original brand experience programs encompass a unique reference to time and place - that's what we love about this business: the active engagement of live audiences using mixed media to deliver unique messages with lasting impact. Partnering with teams around the world to deliver complex experiential programs has been deeply fulfilling, however, the Award winning Lacoste program developed in very tight timeframes for multiple stakeholders would be up there as a recent favourite: http://www.eventawards.com.au/2872.htm

Your vision of where we will all be in 10 years (non-apocalyptic):
Creativity, original ideas, insightful thinking, active listening and flawless delivery are the currency of our industry. Increasingly, measurement is a driver of success: the more Brand Experiences can dovetail with meaningful objectives, the more likely brand experience professionals will gain strategic (purse holding), decision making roles of the future. Our discipline must be to continue to focus on the holistic language of results, storytelling and conversation. The integration of digital and live experiences with amplification technologies is particularly exciting. We are well on the way - it's the technology I may not recognise in 10 years time...

Best describe your agency:
We partner closely with clients to further relationships and conversations with audiences. Brand Experience is so much more than most recognise: any engagement a consumer or audience has with a brand is arguably a brand experience (online, in the supermarket, in the air, at an event, behind the wheel...). 2Fish directors possess a unique understanding of brands: brand values and brand drivers. This translates into an ability to efficiently hone in on the DNA of a brand and swiftly develop authentic, multi-dimensional, original experiential narrative of relevance to the intended audience.

Why do clients choose your agency and how have you been able to maintain such long relationships?
We are anti-complacency with a love of originality: a proven ability to translate brand messages into multi-sensory experiences that deliver results (impressions, sales, perception shifts, audiences engaged...). A relentless quality focus keeps us in the company of highly respected brands. We have a reputation for never standing still and diving deep into the detail of programs taking on project challenges with vigour ~ maintaining valued relationship's is an ongoing 2Fish ritual central to client servicing, planning and our evolving product offering that makes us an ongoing partner of choice.

Advice for those entering into the space from college?
By necessity this is an industry undergoing massive transition. Nurture a genuinely positive attitude: the importance of a 'Can Do' mind set and willingness to learn is immense - core skills can be taught and trained to appropriate functional levels - yet a positive attitude is far harder to nurture. Find the passion within... it's attractive beyond reason. (Oh, and talk to clients and colleagues in words they understand - and be kind to your mum).

Advice to the smaller agency owners in this tough economic climate?
Opportunity everyday... Listen. Listen. Listen. Clearly understand the issues facing your current and prospective clients and the challenges unique to them. Don't underestimate the power of original ideas, persistence and heritage. Make it your goal to regularly engage clients and networks with insightful conversation and maintain a healthy sense of humour - when all else fails, its gold!

How do you use and define experiential methodology?
Aim for simplicity: experiential methodologies should be seen as an outcome enabler and ideas facilitator - not a group of boxes merely to be filled in. 'Evolution' puts the client brand and desired outcomes at the heart of our thinking. It's true; the world hasn't ended due to the GFC. From this challenge we have refined our processes to better articulate our holistic methodology with a focus on effectiveness. Our 'Evolve' methodology is used for every project and is designed to demystify the pathway to results: delivering client messages in the most efficient and impactful way. 'Evolve' greatly assists in establishing trust, evaluating budgets, capturing insights, enabling true collaboration and placing focus on the right things early on.