Conquering self doubt, unlocking creativity: Bede Dwyer’s AWARD School journey

When Bede Dwyer, Brand and Communications Manager at Te Ohu Kaimoana, first considered AWARD School two decades ago, the fear of failure held him back. But his enduring passion for big ideas—and a nudge from some of the best creatives in the business—eventually led him to take the leap. Here, he shares how AWARD School helped him conquer self-doubt, elevate his craft, and embrace the thrill of creativity.

What inspired you to apply for award school, and what did you hope to get out of it?

I first thought about doing AWARD School 20 years ago, but self-doubt and my own fear of failure held me back. I’ve always loved ads, but I never considered a career in creativity, even though I gravitated towards comms in most of my past roles. After hearing top creatives talk about AWARD School on The Creative Relay podcast, I decided to finally give it a shot. For me, getting in was a personal milestone—an opportunity to conquer self-doubt and challenge myself in a field I’ve always been passionate about: creative ideas and advertising.

What did you like most about the course?

AWARD School gave me a fresh approach to creative problem-solving, teaching me the right questions to ask and the tools to develop strong ideas. Each week, students tackled new briefs and pitched to respected industry creatives. It was intimidating, but the feedback was always about the work, not personal. That experience strengthened my creativity and resilience—something you can only gain by doing the course.

Have you grown professionally, and if so, in what way?

It’s improved my ability to generate ideas under pressure, which has boosted my confidence in tackling business challenges under tight deadlines. It also gave me a thrill for idea generation – there’s no better feeling than landing a great idea and knowing it works – and solidified my love for creative work. I recently completed a brand refresh, applying what I learned and the skills I gained as part of the course were invaluable in contributing towards the final product.

Did the online format work for you?

Absolutely. For me and the other New Zealand students, it worked seamlessly. I didn’t feel disadvantaged at all. In some ways, the online format allowed us to focus more effectively, as it kept things transactional—you received feedback and then had time to reflect and refine your work. Our tutors, Matt Wood and Chelsea Sietses from Ogilvy, were outstanding. They genuinely cared, were never dismissive, and even arranged for Ogilvy’s Executive Creative Director Kristal Knight to review and critique our ideas. The time they dedicated to us blew me away.

What advice would you give to other creatives or marketers thinking of applying to award school?

Don’t wait—just do it. If you have even the smallest inkling, jump in. The beauty of AWARD School is that it teaches you to draw on your own experiences, and no one else has your perspective. If you’re interested, don’t wait 20 years like I did. Take the leap—you won’t regret it.

AWARD School 2025 applications open on 6 February. Want to learn how to craft a winning submission? Tune into the Virtual Info Night next Tuesday 4 February. Register here.