From large-scale event activations to immersive brand storytelling, experiential marketing continues to redefine how brands engage with audiences. At the helm of Momentum Worldwide, its managing director Jen Peace believes the most powerful experiences go beyond spectacle—they must resonate on a human level. Under her leadership, the agency has focused on creating work that not only captures attention but builds meaningful connections between brands and people.
Momentum Worldwide operates as a strategically driven brand experience agency, delivering across touchpoints ranging from large-scale events and activations to advertising content and integrated campaigns. The agency’s portfolio includes brands such as American Express, Heineken, Lion Australia, Endeavour Group, SAP, and Genea Fertility.
In this edition of Agency Leadership Decoded, Jen shares how her leadership philosophy is rooted in empowering people, building a culture grounded in genuine care, and embracing the courage required to push ideas forward in the experiential marketing space.
Leading with enthusiasm and high expectations
For Jen, leadership is deeply connected to the belief that people perform best when they are empowered to reach their full potential.
“I’ve had many experiences that I call upon, and one simple fact has shaped much of my approach—people and organisations thrive when they lift themselves to their full potential,” she explains.
This belief informs how she leads the agency, combining energy with accountability across teams.
“My style, therefore, is to lead from the front with ‘contagious enthusiasm’, whilst also encouraging accountability and passion. I have a disdain for mediocrity, and refuse to spoon-feed. I celebrate and support awesome individuality—the wild, the wacky and the wonderful blend of humans striving, together, for greatness.”
Growth and creativity go hand in hand
As managing director, Jen does not see business growth and creativity as competing priorities. Instead, she believes the two are inherently connected through the right mindset.
“I actually believe that creativity and innovation arises from a growth mentality,” she says.
At the heart of the agency’s approach is a guiding philosophy: Make it Matter. For Jen, this means going beyond delivering results on paper and truly understanding what matters most to clients.
“For our clients that’s not only about work that shifts the dial but a real desire to understand what is important to them,” she says.
Often, those priorities extend beyond business metrics.
“Often these are personal things—based around their life, childcare requirements, passions or problems. When we seek to really connect and deliver in a human way we are creating a culture internally at the same time, one about shared success, and growth that comes the right way, with honesty and integrity.”
Building a culture that “makes it matter”
Internally, the same philosophy shapes the culture Jen is striving to build at Momentum Worldwide.
“When we talk about ‘Making it Matter’, this is also a mantra to ourselves,” she explains. “A culture that strives for excellence but is based in genuine human care, for work and for each other.”
The agency’s internal values reflect this mindset, with principles such as Sleeves Rolled Up, representing a can-do attitude; Trousers Rolled Up, encouraging bravery and new ideas; Hand on Heart, emphasising care for colleagues and clients; and Puppy Dog Eyes, highlighting curiosity and passion.
Together, these values shape how teams approach both collaboration and the work they produce.
Breaking down silos across teams
In an agency where experiential campaigns require tight collaboration across strategy, creative, and production, Jen believes rigid role boundaries can often hinder great work.
“That’s an easy one—we blur the boundaries and we don’t stay in our lane,” she says.
It should be noted that the agency has delivered major projects including activations at Formula 1 for Heineken and the Amex Presents concert series at Qudos Bank Arena, featuring global artists such as Teddy Swims and Dua Lipa, while also securing new projects with SAP and Lion Australia.
For her, strong collaboration means ensuring each discipline understands and contributes to the broader vision.
“A great creative has to be part strategist and a great producer has to have a real appreciation of the creative intent,” she explains.
While discipline leaders ultimately guide decisions, she emphasises that improving ideas is a collective responsibility across the agency.
“Discussion and enthusiasm to improve the thinking, idea or execution is all of our responsibility—it ties back to our ‘Sleeves Rolled Up’ value.”
The importance of honesty in client partnerships
Beyond internal culture, Jen believes the foundation of any strong client–agency relationship lies in openness and transparency.
Her answer to what defines a successful partnership today is straightforward: “Brutal honesty.”
“Any strong relationship is based on leaving ego at the door, clearly defining goals and expectations and then driving hard, together, to get there,” she says.
However, she notes that the current industry environment sometimes discourages such candour.
“I feel there is a real fear about being truly, brutally honest in the current landscape and I really believe this is diluting our bravery, the quality of thinking—second guessing—and the resulting work.”
For Jen, honest communication benefits both sides of the partnership.
“Brutally honest means a client feels equally comfortable calling out when we’ve pushed too far as they do celebrating when we’ve landed somewhere wonderful,” she explains. “It also gives agencies permission to request a reset, clearer lines of communication, or equally celebrate when the relationship and feedback is flowing well.”
Why bravery will define future agency leaders
Looking ahead, Jen believes the defining quality for agency leaders in experiential marketing will come down to a single trait: courage.
“Bravery,” she says. “That isn’t meant to be flippant, but it’s about having courage and conviction.”
For her, bravery means more than simply pushing creative boundaries. It involves taking responsibility for people, ideas, and the trust clients place in agencies.
“It means being vulnerable and taking personal responsibility for our people, for the ideas we put into the world and acknowledging the clients who are brave enough to entrust us with their brands.”
As experiential marketing continues to evolve, Peace’s perspective highlights a core truth about leadership in the industry: that meaningful brand experiences are ultimately built on the courage to champion bold ideas, empower people, and pursue work that truly matters.
