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Innovation, branding and creativity expert.


After a long and successful career in the advertising industry, Nick Souter has forged a reputation as an expert consultant and speaker on innovation, cultural engineering, branding and creative values.

Current work

He is currently working on The Cultural Engineer - How to build your business from the inside out.

Previous experience

Education: Educated in the UK at the Rugby School and St Martin's College of Art, London, Nick completed a B.A. (Hons) Degree in Graphic Design and Post Graduate Diploma in Photography.

Accomplishments: After impressive stints in both England and Japan (as Executive Creative Director) for Leo Burnett, Nick was recruited to the Australian office in 1998. There, he was charged with the task of reviving the flagging reputation of the company and diversifying the creative services to digital media and direct marketing. He achieved this turnaround in just 3 years. Indeed, not only did he revive the company but he took it to industry leading standards. The awards Leo Burnett won with Nick at the helm include Agency of the Year in 2000, Creative Agency of the Year in 2001, Television Agency of the Year in 2002 and an impressive Gold at Cannes in 2004 for best integrated campaign. In 2005, and after a 15 year career at Leo Burnett, Nick retired as the National Creative Director & Chairman of Leo Burnett Australia in 2005.

Co-Founder: With the knowledge he attained working at the top and for the very best of the advertising industry, he has since embarked on a flourishing vocation as a consultant, trainer and author. An accredited H.B.D.I. trainer/facilitator (Herrmann Brain Dominance Instrument), he is a specialist in innovation, branding and cultural engineering. In 2008, along with two colleagues from the marketing industry, he co-founded the InsideOut Company and has since worked with companies such as Fairfax Media, Avon, KPMG, Sensory Solutions and the Commonwealth Bank of Australia.

Author: An accomplished business author, he has written several books including;
Breakthrough Thinking, which introduces the concept of 'Ideascape' - a creative thinking system with a set of root-cause analysis tools to generate effective solutions to business problems.
Dynamic Writing, which provides a range of writing techniques and disciplines to create business documents and communications that are consistently clear, concise and focused on the desired response.
Persuasive Presentations, which presents a detailed system for using long-established theories of rhetoric to prepare winning business presentations.

Nick was fantastic - he really connected with the audience. YMCA of Sydney
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