Award-winning creative leader Justin Drape has launched CREATIVITY & COMMERCE, a global practice dedicated to unlocking the commercial value of creativity. With a clear mission to bring creative problem solving into boardrooms, cultural institutions, classrooms and policy making, CREATIVITY & COMMERCE aims to shift the way organisations think about and invest in creativity.
At its core, CREATIVITY & COMMERCE is a practice – not an agency, studio or consultancy – designed to help brands, artists, media groups, entertainment companies, governments and agencies identify and execute ideas that generate tangible commercial and cultural value.
“We exist to help clients see creativity not as a cost, but as a critical investment,” said Drape.
“The two cultural forces of creativity and commerce influence our lives daily, yet their pairing still struggles to be taken seriously in most boardrooms, in policy and in classrooms. Too often they are thought of or utilised separately: left brain/right brain, logic/emotion or sandpit/spreadsheet.
“Creativity is the critical skill for people and organisations to innovate, compete, adapt and
succeed in a world where AI will play a main character role. And creativity will continue to be a defining skill and competitive advantage so it’s crucial for people and businesses to understand its power and how to commercialise it.”
Since its inception, CREATIVITY & COMMERCE has partnered with a diverse range of businesses, founders and brands, including The Many; Emotive – on the launch of El Arquero Tequila for co-founder and cricket icon Adam Gilchrist; Bullfrog; Marriott Luxury Collection; Intercontinental Hotel Group; and Millennium Hotels via T3 Media (producers of Eating Inn, featured on Netflix and SBS Food). Other collaborations include Movember and Gillette with Australian Cricket Captain Pat Cummins, in partnership with The Many and Wellcom, with additional clients and projects to be announced soon.
Drape says he is positioning CREATIVITY & COMMERCE as a professional practice – akin to a medical or law practice – that offers experience, objectivity, and results over speculative work or pitches.
“Clients engage us when they need proven creative experience and commercial acumen in an ally who can think beyond the limitations of advertising,” said Drape. “And when I say ‘us’ or ‘we’, I’m referring to the diverse talent I can bring to every project. We won’t pitch for business. We don’t do ‘cheap and cheerful’, and we only take on challenges with clear commercial intent.” Combining the network power of Drape’s other recent venture, Exceptional ALIEN – an international travel platform curating recommendations through the lens of global creative talent,CREATIVITY & COMMERCE gives clients access to a borderless community of elite talent, including Grammy Award winners, Michelin-starred chefs, Oscar winners, Olympic champions, entrepreneurs and industry pioneers.
This network-driven approach allows the practice to custom-build high-impact teams for each client project, with a focus on creativity, purpose and commercial effectiveness.
About Justin Drape:
In a career spanning advertising, entertainment, design and publishing, Justin Drape’s roles have included Business Founder/Owner, CCO, CEO, Writer, Art Director, Executive Producer, Board Director and Mentor.
As co-founder of The Monkeys (now Droga5), acquired by Accenture Interactive (now Accenture Song), Drape helped build one of the most awarded creative agencies in the Southern Hemisphere, winning over 500 creative awards including Cannes Lions, D&AD, Clio, and Agency of the Decade.
Most recently, Drape co-founded Exceptional ALIEN, a travel platform that curates recommendations through the lens of global creative talent. Under his leadership, the platform featured 120+-plus destinations across 50 countries, with contributors such as screenwriter Adele Lim (Crazy Rich Asians), Olympic legend Sir Mo Farah, MoMA’s Paola Antonelli, and Australian cricket captain Pat Cummins. Partnerships with brands Skyscanner, Universal Music, Coca-Cola, Marriott, and Future Classic have propelled Exceptional ALIEN to a global audience. Though stepping down as CEO, Drape remains an advisor and shareholder, continuing to collaborate on global creative projects.
Drape’s work is featured in The Guinness Book of Records and the National Library of Australia. In 2024, he was inducted into the AWARD Hall of Fame.
About CREATIVITY & COMMERCE
Founded by Justin Drape, CREATIVITY & COMMERCE is a new global practice that uses creative problem solving to drive commercial growth. With a focus on helping clients bridge the gap between creative ideas and business outcomes, the practice collaborates with brands, agencies, artistic talent, governments, and entertainment groups to create work that adds real value – culturally and commercially.
