Carl Ratcliff

One Green Bean

Carl has been working in marketing for over 20 years. At agency, as advertising planner in TBWA / London, then client, as head of marketing at Channel Five in the UK, before returning to the realm of agency to manage the likes of Naked Australia in Sydney.

His experience includes a varied and vibrant mix of client, from high street lifestyle to digital retail; from myriad quests for youth, to universal appeal.

His client side experience allowed him to see the worth that marketing can deliver in terms of net outcome, whilst his leadership of agencies has provided a new found respect for resourcefulness and a renewed evangelism for creativity.

His most recent role as CEO of One Green Bean - Australia's most awarded social and PR agency - has allowed him to reprise a former love for insight cracking, whilst harbouring fresh love for ideas designed to earn their own audience and media. Crispin Porter’s Alex Bogusky most definitely got it right when he said, ‘You have to play to play…’. The better your game, the more attention you earn.


A Crisis In Creativity.

Australia is one of the most creative nations on earth. Its creativity runs riot through multiple categories from music to film and back again. And yet, within the realm of marketing and brand, there is a crisis at work. One steeped in conservatism. And one that shuns originality. Carl asks and challenges why? Marketing should be the first place that creativity lands, not the last, because of the proven relationship between creativity and effectiveness.


  • Gold Sponsors
  • Creative Partner
  • Silver Sponsors
  • Bronze Sponsors