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Jason Perelson

Partner at Brand Rebellion

Canberra, Australia

A grandson of Jewish immigrants escaping 1920s Eastern Europe to what would become Apartheid South Africa. A son of make or break entrepreneurs, an Australian immigrant, citizen and father to two beautiful boys.


While CVs, LinkedIn profiles, and bios all tell a flattering story - nothing is more valuable than your history, your experiences and your failures.

I’ve failed over and over throughout my career. I’ve made near career ending mistakes, I’ve missed the mark, I’ve done dumb stuff, but thankfully, I’ve learnt and grown along the way.

I’ve been fortunate enough to find myself a Partner at large scale professional services firm Synergy Group, and co-creator of the creativeXpeople business in 2018 (Named 2022 B&T Top 6 State Agencies of the Year), and now the ThinkPlace? business as a strategy, design and impact firm.

I hold roles as the Advisory Board Chair to the Chief Minister of the ACT, and an Advisory Board member of the Centre for a Better Canberra think tank at the University of Canberra, I am a regular international jury member for creative impact and social good, and a former Chief Creative, and Executive Director leading teams and growing businesses.

But what have you even done?
From triggering positive security behaviours in Australian Government, rapid influence and behavioural design in action for millions of Australians seeking Centrelink support through COVID-19, to reducing violence and aggression in the heat of the moment for paramedics, and shaping visions, purpose, actions and adoption in complex environments across the national security sector.

I’ve worked in the energy, health and environmental sectors, in climate change, sports and justice. I’ve worked with the Australian Paralympic Committee through Rio 2016, the Regional Assistance Mission to the Solomon Islands, South Australian potato farmers, Victorian Fire fighters, to flashy international organisations like McDonald’s, Uber, Eveready Batteries, Continental Tyres & Unilever.

I’ve advised at some of the most senior levels across the public and private sector on identity, behaviour, experience and how to engage and connect with people at a fundamental human level.

Ultimately, I lead teams to blend right brain thinking with strategy to make change and transformation last.

Whether it’s in shaping cultures, engaging humans, designing for sustainable social and behavioural change, or cutting through the noise - my fundamental belief is that creativity is the catalyst to change humanity for the better.

Available For: Advising, Consulting, Speaking
Travels From: Canberra

Jason Perelson Points
Academic 0
Author 24
Influencer 76
Speaker 4
Entrepreneur 90
Total 194

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Minimum Project Size: $5,000+
Average Hourly Rate: $200-$300
Number of Employees: 1-10
Company Founded Date: Undisclosed
Media Experience: 24
Last Media Interview: 10/08/2024

Areas of Expertise

Business Strategy 30.88
Careers 31.44
Change Management 30.10
Climate Change 31.08
COVID19 31.88
Creativity 81.08
Culture 30.50
Customer Experience
Customer Loyalty 30.17
Design
Design Thinking
Entrepreneurship 30.06
Future of Work 30.05
Innovation 31.63
Leadership 31.87
Management 30.04
Marketing 31.15
National Security
Personal Branding 30.65
Public Relations 30.33
Social

Industry Experience

Aerospace & Defense
Consumer Products
Federal & Public Sector
Healthcare
Higher Education & Research
Hospitality
Media
Professional Services
Real Estate
Retail
Travel & Transportation
Utilities

Publications

2 Advisory Board Memberships
Centre for a Better Canberra
University of Canberra
May 01, 2024
For thousands of years, First Nations people hosted guests from other nations and shared the gifts of this region. At Australia’s foundation came the intention to create Canberra, a designed city, a place of national and international decision making and home to a variety of treasured national institutions.

Beyond the grand ideals of its original design, Canberra is now a city of near half a million people in a diverse region of nearly a million people; these are Canberrans who run schools, hospitals and hotels, design and build homes, make music, art and wine.

The Centre For A Better Canberra (FAB CBR), housed at the University of Canberra, advocates in the interest of the Canberra community, putting its needs and priorities at the heart of its agenda. The Centre will work with citizens, connecting Canberrans with local learning and bridging the gap between academia and the functional needs of the community.

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Tags: Creativity, Culture, Leadership

Brand Strategic Advisory Board Chair
ACT Government
December 04, 2022
Chair of the Brand Strategic Advisory Board to the Chief Minister of the ACT Government

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Tags: Creativity, Leadership, Marketing

24 Article/Blogs
From Monoculture to Microforest
That Ginger
December 11, 2024
Unleashing the regenerative power of your organisation, by taking lessons from the Miyawaki Forest model.

It's time to stop looking at how far out you can go, but at how far in. Start cultivating the microcosm within.

By adapting Miyawaki’s method, I’ve created an initial draft thought here as a blueprint for resilience, sustainability and cohesion.

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Tags: Business Strategy, Culture, Entrepreneurship

H2H Redux: The Human Experience Revolution
That Ginger
December 02, 2024
Imagine trying to understand the ocean by counting drops of water. That's
exactly how we're approaching customer experience – meticulously measuring,
while completely missing the point.

The playbook to effectively adopting true human experience strategies, not
just CX data

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Tags: Creativity, Innovation, Leadership

Why Authentic Brands Dance in the Kitchen at Midnight
That Ginger
November 20, 2024
So, here's the thing about human behaviour: it's messy. It’s gloriously unpredictable, prone to bursts of inspiration, stubbornness, wild logic, and the occasional inexplicable urge to dance in the kitchen at midnight. And yet, here we are, branding folks, strategists, and storytellers, trying to somehow pin it down and make sense of it, all in the hope of making a meaningful connection that leaves the world better than we found it.

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Tags: Creativity, Leadership, Marketing

Surfing the Wave of Cut-Through
Import from wordpress feed
September 19, 2024
The new currency on the horizon

Cut-through is more than just grabbing attention; it's about piercing the
veil of distraction that shrouds our modern world like a fog of
indifference. It's the ability to not just be heard, but to be felt,
remembered, and acted upon. It's the difference between b

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Tags: Creativity, Leadership, Marketing

The MADE-UP Framework for Mind-Bending Innovation
Import from wordpress feed
September 09, 2024
Buckle up, buttercup. We're about to take a ride through the looking glass
of conventional thinking.

The MADE-UP framework isn't just a fun mental exercise (though it is that,
too). It's a pair of magic glasses that turn barriers into trampolines,
obstacles into opportunities, and "impossible" i

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Tags: Creativity, Innovation, Leadership

Nothing Exists. Everything is Made Up
That Ginger
September 03, 2024
Remember the first time you realised that money only has value because we all agree it does?

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Tags: Creativity, Innovation, Management

Audacious Impact: Jason Perelson On Leading An Audacious, Visionary, Impact-Focused Program
Import from wordpress feed
August 14, 2024
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?

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Tags: Creativity, Innovation, Leadership

Nudge, Sludge, Budge, and Fudge
That Ginger
August 01, 2024
Nudge. Sludge. Budge. Fudge. Four words that, at first glance, might seem like some whimsical musings of a lost mind. Given it’s me, it may very well not be far from the truth. But we’re here now…

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Tags: Change Management, Creativity, Leadership

The great public sector challenge
Import from wordpress feed
July 03, 2024
Achieving impact at pace within the context of change surrounding the
system of government is the role and task of good governing. And good
governing must be driven by government, and bolstered by focused and
effective, targeted and connected, external experts that are geared to
catalyse the abi

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Tags: Creativity, Innovation, Leadership

The Pirate’s Lament:
Import from wordpress feed
June 24, 2024
On the shifting tides of strategy and the loss of rebellious thinking

The true outlaws of innovation aren’t just about breaking rules for the
sake of it. They’re about challenging deeply held assumptions and
reimagining what’s possible. By embracing the spirit of the pirate, the
rebel, and

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Tags: Creativity, Innovation, Leadership

Innovation or Imitation?
Import from wordpress feed
June 24, 2024
The True Essence of Disruption Unveiled

Venture capital circles and corporate boardrooms alike champion the term
‘innovation’ with fervent zeal. Yet, all too often, what passes for
innovation is merely optimisation — tweaks to existing models that, while
valuable, don’t truly break new g

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Tags: Creativity, Innovation, Leadership

Forecasting Futures: Australian Business Trends in 2024 and Beyond
Import from wordpress feed
June 21, 2024
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, t

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Tags: Creativity, Innovation, Leadership

The Butterfly Effect in Action: How Your Coffee Cup Sparks Global Change
Import from wordpress feed
June 19, 2024
In the vast ocean of consumerism, each choice we make is a drop that can
either ripple out to support a tsunami of change or merely evaporate into
the sea of the status quo.

Behavioural science shows us that small nudges can lead to big shifts. The
‘Piano Staircase’ initiative encouraged mor

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Tags: Creativity, Innovation, Leadership

Why Storytelling is Your Business Strategy’s Superpower (And How You’re Probably Doing It All Wrong)
Import from wordpress feed
June 18, 2024
Remember, a strategy without storytelling is like Netflix without shows.
It’s a thing that’s there, but no one’s watching. The best strategies are
built on compelling narratives.

If you have a message to communicate, wrap it up in a story your audience
will remember.

That’s Human Psycho

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Tags: Creativity, Innovation, Leadership

The Art of Creative Destruction: Building Better from the Broken Pieces
Import from wordpress feed
June 17, 2024
The road to innovative change is seldom smooth or straightforward. It often
involves destroying the known to uncover the elements, the flaws, and the
potential inside.

Our journey towards true innovation though is often shackled by the inertia
of comfort zones.

The real challenge lies in confro

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Tags: Creativity, Innovation, Leadership

The Inner Child in the Boardroom: Unmasking the Subconscious Drivers of Decision-Making
Import from wordpress feed
June 17, 2024
Much of strategy is built on the premise that decision-makers are
well-informed, rational adults. But scratch the surface, and you’ll find a
scared kid not wanting to get in trouble or just dying to be seen as smart
and special by the bigger kids.

Understanding the influence of our inner child

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Tags: Creativity, Innovation, Leadership

Upside-Down Brilliance: How Right-Brain Rebellion is Reshaping Innovation
Import from wordpress feed
June 17, 2024
True innovation is provocative. It challenges norms, upsets the status quo,
and sometimes, it even makes us a little uncomfortable. But that discomfort
is a sign of growth, of shedding the old skin of conventional thinking.

As we stand on the precipice of this new era, the question isn’t whethe

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Tags: Creativity, Innovation, Leadership

The Untapped Genius of Artemis: Why Your Organisation Needs to Think Wildly
Import from wordpress feed
June 17, 2024
In a world brimming with Apollonian logic, there lies a largely uncharted
territory — a place where creativity reigns and conventional boundaries
dissolve.

Welcome to the Artemisian Blueprint.

Where right-brain thinking meets strategic prowess, offering an innovative
lens through which to vie

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Tags: Creativity, Innovation, Leadership

Lessons to learn beyond the game: The psychological genius of Super Bowl advertising
Import from wordpress feed
June 04, 2024
Super Bowl ads are not just a marketing marvel; they’re a masterclass in
psychological engagement, storytelling, and cultural commentary.

By understanding the underlying principles that make these ads so powerful,
leaders and communicators can find innovative ways to connect, engage, and
inspi

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Tags: Creativity, Innovation, Leadership

The Arcane Dance Of Creativity & Neuroscience: A New Symphony For Behavioural Change
Import from wordpress feed
December 14, 2022
Strap in as we tango with neuroscience and cha-cha with creativity to
rewrite the playbook on impactful behavioural change. We explore how the
interplay between brain prediction theory and creative stimuli drives real,
meaningful, behavioural change.

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Tags: Creativity, Innovation, Leadership

It STILL takes a village to beat COVID-19
The Mandarin
August 10, 2021
In April of 2020, we wrote about how “In uncertainty, trust, relationships, and community are front of mind.”

It feels all too prescient now where we reflect on how “public health messaging is complicated. Sending the wrong message can have devastating consequences. Go too hard and we cause unnecessary anxiety that can take a major psychological toll but go too soft and the consequence can be unnecessary deaths. To date, the messaging has been less than ideal. Too slow, wrong focus, and without strategy.

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Tags: COVID19, Creativity, Culture

It takes a village to beat COVID-19
The Mandarin
April 17, 2020
In our well ordered and largely predictable lives it is usually only personal misfortune that brings chaos to that structure. COVID-19 is frightening and isolating. While we are adapting physically to our new environment, the most important changes will be psychological. Interestingly, we can quickly digitise our communications, but we are missing physical presence of human relationships.

We are discovering that we need the fellowship of other people. In uncertainty, we need community. The people of Italy singing from their balconies to create connection and boost morale during lockdown showed us all that human relationships remain important.

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Tags: COVID19, Creativity, Culture

You want to change my behaviour? Get the message right
The Mandarin
April 02, 2020
Governments, businesses, communities, and individuals will all need to find a path through the uncertainty of COVID-19 because it will be part of our transition from acute outbreak to recovery, and then emergence into the new normal.

However, particularly in crisis, it is often the case that in designing and delivering strategy we rarely consider the need to change behaviour. We tend to lead with ‘facts’, instructions, and direction. This is necessary but alone it is not enough. Facts alone are not convincing and rarely have been.

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Tags: Change Management, COVID19, Creativity

Behavioural change is not what you see, but what others see
The Mandarin
October 28, 2019
If you want people to collaborate across agencies, then start with individuals and teams. It is an intensive process to get underneath the behaviour we see in the workplace to understand what is driving that behaviour.

Like many governments, the APS has become enamoured with ‘nudge’ or ‘behavioural insights’. Nudge units and nudge experts have been proliferating across the APS over the last few years applying the methods to influence the community, and occasionally, the workforce in APS departments and agencies. Put simply, nudge is largely about the psychology of incentives and persuasion. In the language of the field, by constructing an appropriate choice architecture nudge can be a powerful tool for affecting behaviour.

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Tags: Change Management, COVID19, Creativity

2 Executives
Partner
Brand Rebellion
January 06, 2025

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Tags: Creativity, Leadership, Marketing

Synergy Group
Synergy Group
May 01, 2018
Challengers at heart, we are pragmatic explorers seeking to uncover what could be, so it can be. With a strong resolve to deliver success, we pride ourselves on collaborating with our clients to understand the true potential.

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Tags: Creativity, Leadership, Marketing

1 Founder
That Ginger
That Ginger
July 02, 2024

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Tags: Creativity, Innovation, Leadership

18 Media Interviews
Shaping Reality with Creativity
Ticker News
January 09, 2025
Appearing on Ticker News, with Mike Loder, discussing the power of creativity for innovation and disruption.

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Tags: Business Strategy, Creativity, Innovation

Is there a potential for a Societal Renaissance? with Jason Perelson
The Friendly Futurist
December 18, 2024
Joining us on the flight deck this week on the good ship SS Tomorrow is Jason Perelson, who discusses the concept of upside-down thinking and its application in problem-solving. He emphasises the importance of creativity and human touch in a world increasingly driven by AI and automation. The conversation also touches on the potential for a societal Renaissance following the COVID-19 pandemic and the need for a shift in focus towards the arts and humanities.

Perelson envisions a future in which AI and the Internet of Things are integrated into smart cities and homes, emphasising sustainability and regenerative systems. He also highlights the importance of digital ethics and the need for comprehensive frameworks to protect individuals and ensure responsible AI development.

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Tags: Creativity, Future of Work, Innovation

Celebrities Personal Brand Evolves Over Time: 4 Transformational Examples
Freeduhm
October 08, 2024
The complex world of celebrity personal branding can be akin to sailing on uncharted waters. Only the most experienced sailors, partners, and founders truly understand the evolving currents that shape and reshape these larger-than-life personae. This article provides a concise yet panoramic view from four expert insights, beginning with an exploration of how celebrity brands naturally evolve over time and concluding with a spotlight on Taylor Swift’s strategic brand movements.

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Tags: Creativity, Marketing, Personal Branding

How Did a Singular Action Change the Course of Your Life?
Entrepreneur
September 12, 2024
The ripple effect of a single moment can be profound. From the pivotal impact of investing advice that yielded significant returns to the way transformative marketing insight spurred product messaging focus, these 26 CEOs, founders, and other leaders shared their powerful anecdotes demonstrating the dramatic outcomes of seemingly small words and actions in their personal and professional lives

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Tags: Business Strategy, Careers

Brands Over Brews with Pat Cooper
Brands over Brews
September 09, 2024
On Brands over Brews, we talk about how nothing exists and everything is made up, challenging what we perceive as truth, the Made-Up Framework for creative thinking and Jason's hot take on undervalued creativity

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Tags: Creativity, Marketing

10 people skills you need for career success
Fast Company
August 23, 2024
Succinct advice from diversity leaders, business coaches, and top executives on the top people skills to build for success.

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Tags: Business Strategy, Careers

Audacious Impact: Jason Perelson On Leading An Audacious, Visionary, Impact-Focused Program
Authority Magazine
August 14, 2024
In an era where social and environmental challenges are increasingly pressing, certain organizations stand out for their bold and innovative approaches to creating meaningful impact. These trailblazing organizations are not just meeting the status quo but are setting new standards for what can be achieved through dedicated, impact-focused programs. What does it take to pioneer such transformative initiatives, and what can others learn from their successes? I had the pleasure of interviewing Jason Perelson.

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Tags: Creativity, Innovation, Leadership

Tried-And-True Tactics For Growing Your Client Acquisition Efforts
Entrepreneur
August 06, 2024
In the quest to attract more clients, we've gathered insights from CEOs, founders, and top marketing professionals to share their single most effective strategies. From forging partnerships with complementary businesses to increasing clients with niche-specific outreach, explore the diverse tactics in these 33 expert insights that could revolutionize your client acquisition efforts.

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Tags: Business Strategy, Customer Loyalty, Marketing

17 Ways AI is Reshaping the Creative Industries
Company Visions
July 26, 2024
Exploring the impact of artificial intelligence on the arts, we’ve gathered insights from seventeen creative professionals, including Creative Directors and CEOs. Dive into the transformative ways AI is being integrated across creative industries, as explained by those at the forefront of this digital evolution.

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Tags: AI, Creativity, Generative AI

Forecasting Futures: Australian Business Trends in 2024 and Beyond
Content Rebels
May 03, 2024
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.

Jason Perelson​​​​, a partner​ at Synergy Group, says, “All of these trends have a multitude of lenses through which business professionals should assess and understand. This helps them align their practices and strategies for sustainable business operations that can adapt to changing conditions.”

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

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Tags: Business Strategy, Creativity, Leadership

PHNX Awards Jury Interview
AdForum
April 10, 2024
An interview by AdForum as part of the 2024 PHNX Awards

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Tags: Creativity, Leadership, Marketing

How will you cope if the other side wins the election?
Region Media
April 17, 2022
It’s Sunday morning, and the bacon and eggs turn to gravel in your mouth as you absorb the news. That politician you can’t stand has just swept to victory in the federal election and will now bug you no end for the next three years. But before you gather your belongings and turn to property listings on South Pacific islands in despair, is there another way to cope?

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.

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Tags: Creativity, Marketing, Public Relations

Digital Trust, Creative Ideas & Brand Strategy with Jason Perelson
Nerds of Joy
October 01, 2021
Joy talks to Jason Perelson, award winning Creative Director and Executive Director for creativeXpeople at Synergy Group Australia. He leads creative direction and strategy, perfectly blending insights, academia, curiosity and imagination.

Joy and Jason talk digital trust, collective thought, vulnerability, culture and ideas and give the listener 5 top tips for entrepreneurs to grow their brand and engage their audiences.

This episode is for you if you want to know the concepts to create your personal Brand and more!

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Tags: Creativity, Marketing, Personal Branding

Impossible Marketing or How to consistently generate a Wow-Factor
Evil Crazy Genius
May 01, 2021
This episode’s guest is Jason Perelson, a marketing rebel with a charming Australian accent who starts every campaign with a question: “What would be impossible?”.

Jason has spent the last two decades creating extraordinary advertising for huge brands and now he is the Creative Director at creativeXpeople at Synergy Group Australia, which brings to the table a bombastic blend of insights, academia, curiosity and imagination.

He also has collected over 25 local and international creative awards to date, including bringing home the coveted Gruen trophy from ABC’s signature advertising series - twice.

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Tags: Creativity, Innovation, Marketing

Behind the Bio with Jason Perelson: Creative Director at creativeXpeople
Ashley Feraude
February 15, 2021
Ashley Feraude in conversation with Jason Perelosn. An agency creative director who touches on the importance of an external perspective, the changing landscape of ad land and his belief in 'yes, and...' thinking.

Behind the Bio, a podcast about the people behind the professions.

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Tags: Business Strategy, Creativity, Marketing

Jason Perelson on saying Yes to adventure and looking for the next challenge to overcome
Wild Adventures Podcast
November 20, 2020
Welcome to the Wild Adventures Podcast. The podcast where we get to hear people’s life stories and see where they have identified adventure in their life. My hope for you as a listener, is that you come away from this podcast inspired to make every day an adventure.
I am your endlessly curious host, Marlene Lowe. My passion is in hearing and collecting your stories.

Have you said “Yes, and..?” today? Have you taken the chance to follow an adventure, or made a decision by saying YES without letting the fear take you? Well that is how got to where he is today.

Now unfortunately, due to technical difficulties, the whole interview was not recorded. However the story that Jason shares is too inspirational to not share - even if it isn’t in its entirety. I can safely tell you that this interview is one that did change the way I have been living lately. His attitude to life is both infectious and addictive. I dare you to say “Yes, and?” some time this week. See how it changes your life.

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Tags: Careers, Creativity, Leadership

Business wrap with Cam Sullings: Marketing for small businesses with Synergy Group's Jason Perelson
Region Media
October 13, 2020
It's been a turbulent year for Canberra businesses. And as Synergy Group Creative Director Jason Perelson tells Cam Sullings, effective marketing and communication - underpinned by a well-considered strategy - have never been more important.

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Tags: Business Strategy, Creativity, Marketing

Synergy's creative function for governments puts people first
consultancy.com.au
March 17, 2020
A clever symbiosis of creative talent and human behaviour has been branded creativeXpeople within Synergy Group. Jason Perelson, Creative Director at the firm, outlines how creativeXpeople formed within Synergy Group and why the philosophy is changing government communication.

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Tags: Business Strategy, Creativity, Leadership

1 Panel
Judge Sessions with Synergy Group, AOK Creative and i4 Connect
PauseFest
September 16, 2022
Welcome to the Pause Awards show, where we invite past winners and future judges to talk about their journeys, inspiration and lessons learned in their professional careers and beyond.

In this episode, George Hedon, Founder of Pause Awards, speaks withJason Perelson(Creative Director, Synergy Group),Antonia Grimard(Founder, AOK Creative) andTaylor Tran(Facilitator, i4 Connect). They discussed key skills in business, their idea of success, industry expectations and more.

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Tags: Creativity, Leadership, Marketing

1 Steering Committee Membership
Microforest Collective
Microforest Collective
December 02, 2024
Member of the Inaugral Steering Committee of the Microforest Collective.

At the Microforest Collective, we believe that every community has the potential to shape a greener, more sustainable future.

Through seed funding, resources, and ongoing support, The Microforest Collective provides emerging community leaders with the tools they need to bring a microforest to life in their local space.

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Tags: Climate Change, Creativity, Leadership

1 Video
Approaching and Reemerging from Crisis: Human Behaviour at Work During and After a Pandemic
University of Canberra
August 05, 2022
With restrictions mostly eased around the country, now is the time to consider how you will emerge from lockdown as its associated stresses. Listen to Jason Perelson, Creative Director of Synergy Group, as he analyses behaviours in the workplace both during and post-pandemic.

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Tags: COVID19, Creativity, Culture

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