2021 KMint Webinar Series


Asset Creation & Revenue Generation

Nuggets of gold – learn from and speak with global industry authorities

Webinar series:

  1. Nicola Mansfield – | 23rd February | Break the brief and 10x your business
  2. Sam Trattles– | 30th March | Negotiate your worth – Don’t leave money on the table
  3. Justin Senescall | 27th April | Intellectual property – assets are your competitive advantage
  4. Matt Hayward – | 25th May | Power to the jingle – creating original music for brands
  5. Jody Sutter – | 29th June | Growth strategies for small agencies
  6. Sharon Toerek – | 27th July | Next Level – Protect Proprietary IP & Monetize your creative assets
  7. Stephen von Muenster, Gavin Bain, Rick McEvoy – | 31st August | Pass the baton – be ready, know how much, and how to do the deal




#1 Webinar | Break the brief and 10x your business

Tuesday 23rd February 2021  12:30-1:30pm

Kathryn presented with guest speaker:

Nicola Mansfield Chief Thinker at TheDesignThinkers:

Use design thinking to provide better outcomes for your clients and take a share in value creation.

CoVid has meant we need to change the way we change people. Are the same old products and processes fit for purpose? It’s time to rethink the way we work with clients.

  1. The issue – Hourly rate constrains output and perpetuates a master/servant relationship.
  2. The solution – Use design thinking to enhance the outcome and shift the brief.
  3. The model – Use value-based billing to take a share of profit decoupled from hourly rate
  4. The plan – defining creative and commercial value for your client

Introducing: Nicola Mansfield

Nicola Mansfield is one of Australia’s leading brand and experience strategic creative thinkers.

Over her career, Nicola has pioneered numerous agency services for customer experience, retail strategy, workplace strategy and brand for place. She has built offerings in professional service consultancies, led agencies, created client-side brand functions and founded startups. She has worked across most sectors including place, retail, property and financial. She has worked extensively in Australia, Asia and Europe.

In response to emerging business needs in a pandemic world Nicola founded TheDesignThinkers helping you to create customer-first business solutions for brand and experience in a lean, agile way.


#2 Webinar | Negotiate your worth – don’t leave money on the table

Tuesday 30th March 2021 12:30-1:30pm

Kathryn with guest speaker:

Sam Trattles Commercial Deals Negotiator at Other Side of the Table

Culturally, in Australia we are programmed not to raise taboo topics during a negotiation with our clients, from money, intellectual property, to direct questioning. As a result, we are often left with ambiguity and leave money on the table.

It doesn’t have to be that way – conquer those uncomfortable conversations, and build stronger relationships with your clients, by shifting your whole team’s thinking so that they approach deal-making from a different perspective – to one of clarity and confidence when discussing impact and success metrics to drive growth.

Build strategic presentations, to communicate what success looks like to your marketing client, and to their procurement, CEO, and CFO stakeholders.

Be crystal clear about your profit margins – articulate your value proposition, and go beyond the hourly rate, to give your client choice of compensation models.

  1. Shift your thinking
  2. Rate card confidence
  3. Comfortable with taboos
  4. Presentation strategy

Introducing: Sam Trattles

Sam Trattles has built a career around negotiating – through marketing, brand, and sponsorship roles over the last 20 years.

In her business, Other Side of the Table, she builds negotiation capability and confidence in your people, by creating negotiation strategies that deliver positive business results. Unlocking the value in all your deals.

As a Commercial Deals Negotiator, Sam loves negotiating, she even wrote the book on it –  I Love Negotiating: Change your thinking and learn to get what you want. A practical guide to transform your approach to negotiating, with a framework to help you conduct good negotiations every time.

Sam has negotiated, leveraged, and delivered partnerships worth more than $450M. Deals across industries including: sport, music, the arts, not-for-profit, and grassroots.

Sam is a straight shooter, she is practical and likes to share her knowledge to help others learn to love negotiating (or at least, not to hate it). Because it’s worth a great deal.


#3 Webinar | Intellectual property – assets are your competitive advantage

Tuesday 27th April 2021 12:30-1:30pm

Kathryn presents with guest speaker:

Justin Senescall Principal at Seneworth Legal Partners

With 20 years specialist intellectual property experience, Justin acts for  local and international marketing, design and advertising agencies; and their clients. Managing their intellectual property portfolios in relation to brand strategy, trademark registration, opposition, and enforcement issues.

Often it is a case of: you don’t know what you don’t know, which leads agencies to put their clients and their own brand assets at risk.

Professionals working in the creative agency environment are expected to know how to securing your rights, and look out for other peoples’ rights.

This Webinar will explain the advantages of legally protecting your creations; explore the ‘watch outs’ when you are creating brand assets for clients; and show you how to monetise these valuable intangible assets.

  1. You don’t know what you don’t know – tragedies
  2. Intellectual property – competitive advantages
  3. How to protect your intellectual property
  4. How to sell your intellectual property – licensing

Introducing:  Justin Senescall

Justin advises on trade marks (including registration, opposition and disputes), copyright (including commercial agreements and disputes) designs (including registration, commercial agreements and disputes) confidential information (including commercial agreements and disputes) and commercial intellectual property matters (including general IP advisory, audit, structuring, government grants, licensing and assignments).

Justin holds a Master of Laws (Intellectual Property) and has continuously provided pro bono legal services throughout his career; and is an active contributor as Chairman of the Pure Foundation and the FTW Foundation.

Justin is also the co-founder of business consultancy, Gutthink & Partners which provides creative, marketing and commercial solutions to a variety of clients spanning SME to listed companies.


#4 Webinar | Power to the jingle – creating original music for brands

Tuesday 25th May 2021 12:30-1:30pm

Kathryn presents with guest speaker:

Matt Hayward Founder at MusicBrief™

Audio identities are audio logos – when heard, we instantly recognise the brand the sound represents.

An audio logo is essentially a soundbite, no more than a few seconds long, which often accompanies the visual logo, strengthening brand recognition. Intel’s sound identity is one of the world’s most well known audio logos, as simple five-note, three-second mnemonic, intangible brand asset registered as a sonic trade mark.

Many brands don’t have any existing audio branding to leverage, so it’s likely that your client may have an opportunity right now, in fact according to Neuro-Institute test with Unilever, it is likely that a brand without an audio identity will benefit immediately from the addition of a sound signature.

This Webinar will explore the topic of branding for your ears – how to infuse brand sound into all of your campaigns by adding an audio logo to your client’s brand assets for use across multiple platforms, such as: websites, podcasts, on stage introductions, experiential activations, training videos and more.

  1. The ‘Why’ – music moves behaviour
  2. Ownership – invest in your brand
  3. ROI – library/sync/bespoke music

Introducing: Matt Hayward

Matt had been working in the music for advertising space for over twenty years, initially as a composer in his own right, working on high-end brand TVC’s for some of Australia’s most awarded creative agencies.

Leveraging his experience as a producer, and running several audio post-production businesses, Matt founded MusicBrief™ – an online bespoke music platform connects agencies and brands with screen composers.

MusicBrief’s 24/7 platform makes the whole process of engaging the services of a screen composer, briefing them, making revisions to, then licensing and paying for the final track faster, easier and more cost-effective.


#5 Webinar | Ready, Set, Grow – Growth strategies for small agencies

Tuesday 29th June 2021 8:00am-9:00am

Kathryn presents with guest speaker :

Jody Sutter Owner at The Sutter Company

New business – How is your agency performing?

Organic account growth, increased billings, additional services, and return on investment are but a few measures to ascertain if your agency new business routines are successful.

Allocate your non-billable time towards setting annual new business goal setting, monthly tracking, and new business strategy meetings – convert the non-billable sunk time into activities which will deliver growth.

Predicting growth and chart measurement, supported by key new business success metrics will keep your team focused on graphs which grow in the right direction.

This Webinar will explore the topic of :

  1. Commitment to making a change
  2. Structure – new business systems and processes
  3. Implementation of plans that lead to growth
  4. Targets and success metrics dashboards

Introducing: Jody Sutter

Jody Sutter is a business development expert who works with leaders of small marketing agencies to create and operationalize their growth strategies. She helps agency leaders quickly separate essentials from distractions and define a game plan that celebrates who they are and inspires them to move forward.

Specialized to work mainly with small agency CEOs who are underperforming when it comes to winning new business and would like to win consistently but also make the process less chaotic and exhausting for their teams.

Her programs are easy for small agencies to embrace because they take both the agency’s strengths and available resources into consideration.


#6 Webinar | Next Level – Protect Proprietary IP & Monetize your creative assets

Wednesday 28th July 2021 8:00am-9:00am

Kathryn presents with guest speaker :

Sharon Toerek Owner at Legal+Creative | Toerek Law

Value often lies beneath that which we can see, in the structure, the process, relationships, and human capital skills, knowledge and competencies – these are the most valuable assets a creative business is built on.

Take your agency to the next level and create new revenue streams by identifying innovative opportunities within your business.

This Webinar will explore the topic of :

  1. Opportunities – Proprietary assets – what has value?
  2. Protection – ownership and protection
  3. Monetization – Intellectual Property transfer

Introducing: Sharon Toerek

Sharon is the former President of the American Ad Federation (AAF) Cleveland, and serve on the American Association of Advertising Agencies (4A’s) Legal Consultant panel. In the advertising and communications industry, writes and lecture frequently on the topics of intellectual property protection, marketing agency relationships, and legal implications of social media.

An intellectual property and marketing law attorney, with a national Firm based in Cleveland, Ohio. She devotes her legal practice at Toerek Law in helping creative professionals protect, enforce and monetize their creative assets.


#7 Webinar | Pass the baton – be ready, know how much, and how to do the deal

Tuesday 31st August 2021 11:00am-12noon AEST

Kathryn presents with guest speaker :

Stephen von Muenster, Partner – von Muenster Legal
Gavin Bain, Managing Director – Wunderman Thompson Perth
Rick McEvoy, Managing Partner – Elmwood

In this Webinar , Kathryn has invited Stephen von Muenster to co-present, with cameo contributions from Gavin Bain and Rick McEvoy to share their wisdom and watch outs, so that you will be fully versed on what you are selling, and how you will sell it.

Stephen will present the legal aspect, Kathryn will provide practical financial guidelines, Gavin will share his story of the Meerkats acquistion by Wunderman Thompson, and Rick shares his story of buying Elmwood from their British based parent company.

A unique and rare opportunity for you to skill up, get excited, and be prepared.

This Webinar will explore the topic of :

  1.  Process
  2.  Exit options
  3.  Valuation
  4.  Data room
  5.  Case studies
    – Acquisition Meerkats/Wunderman Thompson, and Elmwood
    – Management Buy Out – Elmwood

Introducing: Stephen von Muenster

Stephen von Muenster

Stephen von Muenster is a practicing solicitor and Partner at von Muenster Legal, a specialist technology, media, and communications firm based in Surry Hills, New South Wales.

Stephen has specialised in advertising, communications, marketing, and media law since 1995. He has developed a keen interest in emerging technologies, media, and the interactive and digital mediascape.

He also regularly presents at CommsCon, Mumbrella 360 and other Mumbrella events. He is a guest lecturer at the University of Sydney and UTS from time to time and is regularly asked for comment by the media and to judge industry awards.

Introducing: Gavin Bain

gavin bain

Gavin Bain is charged with leading the success of the 50 strong team at Wunderman Thompson Perth, and is responsible for relationship management, growth and the ongoing development of staff. With over 20 years in senior roles at creative agencies, and 15 years in client side roles, Gavin has led the evolution of businesses from advertising to integrated growth consultancies in the communications space.

He is a career marketing professional who is passionate about strategy and creativity.

Gavin is also a Board member of the Cancer Council WA and the Advertising Institute of Australia.

Introducing: Rick McEvoy


Rick McEvoy, managing partner of the Melbourne brand design consultancy Elmwood, have completed a management buyout from the UK-based parent company.

Rick together with his co-managing partner, Kate Richardson have effectively run the Melbourne studio independently within the group for the last couple of years, so they are perfectly credentialled to assume full managerial control of the operations.


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