A few years ago, Publicis Mojo chief executive Andrew Baxter was concerned his teams in Sydney and Melbourne hadn't spent much time together. A staff conference was organised on the Gold Coast and Baxter arranged for Grammy-nominated songwriter Ciaran Gribbin to perform and lead a team-building session on the importance of group synchronicity.

"It was about building mental resilience and getting a team from a seven out of 10 to a 10 out of 10," Baxter says. "We were keen for people to understand that it takes a bit of mental toughness, resilience and strong-mindedness to make that happen."