Invitation Only · Friday 22 May · Collingwood
Kill Boring
Before It Kills
Your Brand.
A private session for Australia's senior FMCG marketing leaders.
60 minutes of talk. 25 minutes of unfiltered Q&A. 40 seats.
Free. Brand-side only. Confirmation within 48 hours.
Australian FMCG brands have lost
75% of their social engagement
in the last 12 months.
While brands keep posting product shots, AI-fueled creators are eating their lunch in feed. The audience has moved on. The playbook hasn't.
This is a session on what's actually happening, what the world's best brands are doing about it, and why throwing more ad spend at the problem is the wrong answer.
Four things you'll
walk out with.
- 01
A clear read on why FMCG engagement is collapsing and what's driving it.
- 02
Three things the bravest brands are doing differently right now.
- 03
A sharper view of where your own marketing sits on the safe-to-brave spectrum.
- 04
Permission to do work your committee would normally kill.
Who this is for
Senior marketers and CMOs at Australian FMCG brands who can feel the old playbook breaking. People tired of watching good brands get watered down by safe campaigns, sanitised ideas, and committee-built work that says everything politely and nothing memorably.
Brand-side only. Director level and above.
Who this isn't
- Agency people pretending to be brand-side.
- Junior marketers there to take notes for their boss.
- Vendors and consultants hoping to pitch Marcus over a flat white.
- Anyone looking for a comfortable morning.
If that stings, you're probably not invited.
A 60-minute talk and a
25-minute real-talk Q&A.
Not a pitch.
No slides selling you our agency. No follow-up sales calls. No adding you to a marketing list. The room is off the record so the conversation stays honest. You won't see this on YouTube next week.
You walk in. You leave with something useful.
10 years arguing
boring isn't just
ineffective.
It's dangerous.
Marcus Willis spent 10 years running a social agency before founding Kill Boring Dead in 2025.
KBD now works with brands like Carman's Kitchen, SunRice, Red Rooster, Indomie, Advil and Cathay Pacific, and was recently awarded a Webby — the internet's highest honour. One of just 3 Australian agencies to win one.
Marcus and the KBD team have presented to brands like Cadbury, Coca-Cola and Pernod Ricard, and he's spent a decade arguing that boring isn't just ineffective. It's dangerous. It dulls brands, weakens ideas, and quietly kills the work people remember.
Friday
22 May.
Eclipse Cinema,
Collingwood.
Out the door by 11:30am. Back at your desk before lunch.
- 9:30amDoors, coffee and pastries
- 10:00am60-minute talk
- 11:00am25-minute Q&A
- 11:25amWrap
It's a cinema.
On purpose.
Eclipse Cinema, Collingwood
32 Wellington St, Collingwood VIC 3066
Not a hotel function room. Not a sterile boardroom. A cinema. We chose it on purpose.
Getting there
5-min walk from Collingwood Station. Smith Street trams stop a block away. Street parking is available on Smith and Wellington, plus paid parking at local garages within a short walk. We recommend tram or rideshare on a Friday morning.
Accessible
[TODO] Confirm wheelchair access and accessible bathrooms with Eclipse — don't fudge this
Things you might
want to ask.
40 seats.
Friday 22 May.
If the title made you slightly uncomfortable, you're probably exactly who this is for.