Jeff Goodby and Eamonn Dixon to Front MADC's The Art of Craft

The Art of Craft is set to return on September 10 with world-renowned Jeff Goodby and Eamonn Dixon from Goodby Silverstein & Partners. Doors open at 6pm with a 6:30pm presentation.

Most ads are built to run. Very few are built to keep going. The MADC's Art of Craft returns to pull apart the difference.

For this installment, the MADC welcomes Jeff Goodby, co-founder and co-chairman of Goodby Silverstein & Partners, and Eamonn Dixon, executive creative director at GS&P New York.

Some campaigns run their course in a single flight. Others become platforms -- ideas durable enough to be built on for years, flexible enough to move across culture and media, and sharp enough that audiences carry them forward on their own. "got milk?" is one of advertising's defining examples. Cheetos, in its current era, is another.

In this session, Jeff and Eamonn examine what it takes to build a campaign that lasts, not just an ad that runs. Together they'll explore:

• How to spot a fertile campaign platform in the room, before anyone knows what it will become
• How to sell that idea in -- convincing a client to bet on a platform rather than a single execution
• The difference between a great idea and a campaignable one
• How a creative platform holds its core identity while still evolving execution after execution
• Building work that invites cultural participation rather than simply broadcasting a message
• How to reinvent a platform over time, keeping it alive across years, changing teams and shifting media landscapes without losing what made it work

Drawing on case studies spanning four decades, from 'Got milk?' to present-day Cheetos work, Jeff and Eamonn offer a candid look at how enduring creative platforms are spotted, sold, sustained and reinvented.

Date: Thursday, September 10, 2026
Time: Doors open 6pm | Presentation 6:30pm Sharp
Location: MicDrop Collingwood, 88 Langridge St, Collingwood VIC 3066
Tickets: $30 (Be quick these will sell out)

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Tickets are available from 2pm here. You can view Goodby Silverstein & Partners work here.