Second Wind by AKA – Détails, épisodes et analyse

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Second Wind by AKA

Gully Flowers, Kerrie Finch, Jake Neske

Business & Entrepreneuriat

Fréquence : 1 épisode/144j. Total Éps: 45

Second Wind is the show about how creative power is built. Hosted by Also Known As, Second Wind features candid conversations with the creative leaders, founders, CMOs, producers, and operators shaping modern creativity. We go inside the work, pressure, politics, pivots, and instincts behind ideas that change careers, companies, and culture. These are conversations about reputation, taste, production, leadership, reinvention, AI, in-house agencies, and how great work actually gets made. For creative leaders, producer buyers, brand builders, agency founders, and anyone trying to understand

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Données mises à jour le 23/09/2026

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Adam Ferrier: Why Advertising Needs to Stop Making Ads

Saison 1 · Épisode 46

mardi 22 septembre 2026 • Durée 40:25

Consumer psychologist and Thinkerbell founder Adam Ferrier thinks advertising has a bigger problem than AI: the industry is still too focused on making ads.

In this episode of Second Wind, Adam joins Gully Flowers and Kerrie Finch to unpack what advertising and marketing look like when you start with human behavior rather than the 30-second script.

Adam explains why the traditional creative model is breaking down, why advertising creatives need a better understanding of how people actually make decisions, and why some of the biggest creative opportunities are hiding in places the industry routinely ignores.

We also get into artificial intelligence and creativity: Adam’s idea of AI as “System 3,” the difference between cognitive offloading and cognitive surrender, and why he believes AI should enhance human creativity rather than simply make agencies more efficient.

Adam Ferrier is a consumer psychologist, author and founder of Thinkerbell. Before Thinkerbell, he co-founded Naked Communications in Australia and worked at Saatchi & Saatchi. His career spans behavioral science, brand strategy, creativity and advertising effectiveness.

In this episode:

* Why advertising needs to think beyond ads
* AI, creativity and the rise of “System 3”
* System 1, System 2 and how AI changes human thinking
* Cognitive offloading vs. cognitive surrender
* Brand building, future demand and category entry points
* Why the 30-second script still dominates advertising
* What’s wrong with the traditional copywriter/art director model
* Why creative people need to understand behavioral science
* How AI is changing advertising production
* Why email, CRM and customer experience are overlooked creative opportunities
* Creativity, craft and the future of advertising agencies

About Adam Ferrier
Adam Ferrier is the founder and Chief Thinker at Thinkerbell and one of Australia’s best-known consumer psychologists. He is the author of The Advertising Effect and Stop Listening to the Customer, and has worked across behavioral psychology, brand strategy and creativity.

Second Wind is a podcast about what happens next in advertising, creativity, marketing and the people reshaping the industry.

Subscribe for more conversations with the people changing advertising and creativity.

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Pancho Cassis: The Guy Behind Moldy Whopper on Why Most Advertising Gets Ignored

Saison 1 · Épisode 45

mardi 15 septembre 2026 • Durée 37:41

Pancho Cassis is Global CCO and Partner at DAVID and one of the creative leaders behind Burger King’s Moldy Whopper, Stevenage Challenge and some of the most awarded advertising of the last decade.

His starting point for every brief is brutally simple: people will do anything to avoid advertising.

On this episode of Second Wind, Pancho joins Gully Flowers and Kerrie Finch to talk about what it takes to make work people actually want to see — and why spending $50 million doesn’t mean anyone will care.

We get into what he learned judging the Cannes Lions Titanium category; why famous campaigns have an advantage at award shows; what makes an idea travel across countries and cultures; and whether the advertising industry has simply created too many awards.

Pancho also explains why he doesn’t believe creative culture can be built entirely on Zoom, how DAVID gives junior creatives the chance to shape big ideas, and the lesson his father taught him about persuading clients to buy work that scares them: patience.

Plus, we break down DAVID’s Clash of Clans work with Erling Haaland and Pancho’s philosophy of “milking the stone” — don’t stop when you’ve found a good idea; keep pushing until you’ve extracted everything from it.

Pancho Cassis has won 192 Cannes Lions, including eight Grand Prix and three Titanium Lions, as well as a D&AD Black Pencil and dozens of Effies. His work spans Burger King, Supercell, Coca-Cola, Magnum and some of the most recognized creative campaigns in the world.

Second Wind is a podcast about the people, ideas and forces shaping advertising, creativity and marketing.

Inside Cannes Lions & Effie: Paul Kemp-Robertson on What Wins in Advertising Now

Saison 1 · Épisode 44

mardi 1 septembre 2026 • Durée 39:03

Cannes Lions has spent decades defining what great creativity looks like. Effie has done the same for effectiveness.

Paul Kemp-Robertson sits inside both.

As Chief Content Officer of LIONS, Paul has a rare vantage point on the forces shaping the global advertising industry. LIONS brings together Cannes Lions, Effie, WARC and Contagious — institutions that influence what gets celebrated, what gets studied, what gets put on stage and, ultimately, what the industry believes great work looks like.

Paul has also watched the industry change from almost every angle. He started at Shots in the early 1990s, when the world’s best advertising arrived on VHS tapes and call-for-entries went out by fax. He went on to Leo Burnett and co-founded Contagious before becoming Chief Content Officer at LIONS.

So we wanted to ask him a bigger question:

What wins now?

Because advertising is at another strange inflection point.

AI has made the tools of creativity available to almost everyone.

ChatGPT, Claude and the other major AI platforms are rapidly changing how people search, work, make things and consume media. Yet some of the companies building that future are now turning to advertising agencies, brand-building and very human creative work to differentiate themselves.

Paul thinks that’s telling.

We get into Mother’s work for Claude and its attack on ChatGPT; why an industry flooded with frictionless AI content could put a new premium on human creativity; why craft is ultimately a form of respect for the audience; and whether we’re heading towards a world where “100% human made” becomes something worth signalling.

Stop Making Ugly Noise: Justine Armour on AI, Creativity & Great Advertising

Saison 1 · Épisode 43

mardi 25 août 2026 • Durée 29:53

“We just have no interest in flooding the public consciousness with ugly noise.”

Justine Armour, International Chief Creative Officer at 72andSunny, joins Second Wind to talk about what great creative work looks like when everyone has access to AI.

Fresh from serving as a D&AD Jury President, Justine talks about why human craft is becoming more conspicuous, what separates genuinely creative cultures from agencies that merely talk about creativity, and why 72andSunny has no interest in joining the race to make more, cheaper content.

We get into what 72andSunny has learned from working with e.l.f., why strategists and creatives should be “getting up in each other’s shit,” and Justine’s five ingredients for great work: simple, surprising, audacious, craft and energy.

Justine also explains why Australian creatives tend to spend longer mastering their craft, why she once turned down an ECD opportunity because she didn’t think she’d made enough great work yet, and the Guinness “Surfer” ad that changed her understanding of what advertising could be.

Plus: AI and creativity, D&AD, e.l.f., Wieden+Kennedy, creative leadership, agency culture, optimism without toxic positivity, tall poppy syndrome, and why Justine remains determined not to be average.

Justine Armour is International Chief Creative Officer at 72andSunny.

Second Wind is a podcast about what happens after you’ve made it — and what the best people in advertising, design and creativity learn next.

Search Second Wind by AKA.

#Advertising #CreativeLeadership #AI

The Myth of the “Normal User” | David Vogel on AI, Accessibility & Designing for Real People

Saison 1 · Épisode 38

jeudi 13 août 2026 • Durée 35:26

Most products are designed for someone who doesn’t exist.

The average user.

David Vogel, Executive Experience Director at Hypersolid and former AKQA design leader, argues that the idea of a “normal” human has quietly shaped everything from schools and workplaces to digital products, customer experiences, and AI. The problem is that normal was never real.

In this episode of Second Wind, David joins Gully Flowers and Kerrie Finch to explore why neurodiversity changes the way we think about accessibility, why crash test dummies reveal a deeper flaw in modern design, and why designing for edge cases often creates better experiences for everyone.

The conversation also looks ahead. David explains why ChatGPT is only the earliest interface for AI, why brands should be careful about outsourcing customer relationships to AI platforms, and how intelligent experiences could reshape products, retail, and personalization over the next decade.

In this episode

• Why there is no such thing as a “normal” user

• How ADHD and neurodiversity challenge traditional design thinking

• What crash test dummies teach us about accessibility

• Why designing for edge cases creates better products for everyone

• Why ChatGPT is only the beginning of AI

• How brands can embrace AI without giving away the customer relationship

• What intelligent experiences could mean for the future of retail, work, and customer experience

Guest: David Vogel, Executive Experience Director at Hypersolid

Hosts: Gully Flowers and Kerrie Finch

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Why Brands Must Refound Themselves in the Age of AI | Craig Elimeliah, Code and Theory

Saison 1 · Épisode 42

mardi 11 août 2026 • Durée 52:40

AI isn’t changing marketing. It’s changing what a brand is.

In this episode of Second Wind, Craig Elimeliah, Chief Creative Officer at Code and Theory, introduces a concept we haven’t been able to stop thinking about since recording: brand refounding.

For years, companies have talked about brand transformation. Craig argues we’re entering something much bigger. AI isn’t simply making marketers faster. It’s forcing organizations to rethink the foundations of how brands are built, governed and remembered.

We explore why AI exposes disconnected organizations, why brand consistency becomes more valuable as content scales, why consumers are becoming dramatically harder to fool, and why creative leaders are increasingly responsible for shaping entire businesses, not just campaigns.

In this conversation:

• What “brand refounding” actually means

• Why AI is exposing weak brand systems

• The difference between brand transformation and brand refounding

• Why speed, scale and brand no longer have to compete

• How AI creates organizational memory instead of disconnected campaigns

• Why creative leaders are becoming business leaders

• The future of agencies, brands and creative operating systems

• What every CMO should understand before investing in another AI tool

Craig Elimeliah is the Chief Creative Officer at Code and Theory, one of the world’s leading digital transformation and creative technology companies. Throughout his career, he’s helped shape products, platforms and brand systems for many of the world’s most influential organizations.

Amazon Chief Brand Officer Jo Shoesmith on Leadership, AI & Creativity | Second Wind by AKA

Saison 1 · Épisode 41

mardi 28 juillet 2026 • Durée 43:30

What does it take to lead one of the world’s biggest brands?

Jo Shoesmith joins Kerrie Finch and Gully Flowers shortly after becoming Chief Brand Officer at Amazon to discuss leadership, AI, creativity, agency relationships, and why the best leaders never stop proving themselves.

From Amazon’s leadership principles to building trust, influencing at scale, and preparing for a future shaped by AI, this is a practical conversation for anyone leading creative teams, brands, or businesses.

In this episode:

Becoming Amazon’s Chief Brand Officer
Amazon’s approach to leadership and trust
How AI is changing creative work
Working with agencies more effectively
Why great leaders prove themselves every day
Building influence beyond the creative department

About Second Wind by AKA

Second Wind by AKA features candid conversations with the creative leaders, founders, CMOs, producers, and operators shaping modern marketing, business, and culture.

New episodes every other Tuesday.

https://hey-aka.com/second-wind

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Why Agencies Are Selling the Wrong Thing ; Anthony Reeves, Kohler

Saison 1 · Épisode 40

mardi 14 juillet 2026 • Durée 34:05

AI is making execution cheaper. Brands are building stronger in-house teams. Holding companies are consolidating. Production companies are being pushed further downstream.

So what are agencies still uniquely for?

Anthony Reeves has spent his career inside some of the world’s biggest agency networks and brands. He has worked at WPP multiple times, held senior roles at Amazon and LVMH, and now leads Global Brand and Creative at Kohler.

Anthony joins Gully Flowers to discuss why agencies cannot win on efficiency, Kohler’s line on synthetic people, why too much data can weaken a creative brief, how fear changes the work, and why AI may make brand more valuable rather than less.

They also get into creative apprenticeship, why great talent clusters, the danger of becoming too comfortable, and Anthony’s book, Eat the Donkey.

Follow Second Wind for honest conversations with the people shaping the creative business.

Chapters

00:00 Why agencies can’t win on efficiency

00:39 Anthony Reeves

01:21 Moving to Kohler, Wisconsin

01:55 The job of a creative leader

02:36 Kohler’s line on synthetic people

04:14 How AI changed since Cannes 2018

06:01 Has more data improved the creative brief?

08:40 What happened to the holding companies?

10:14 What brands still need agencies for

12:44 Fear changes the work

14:01 How to lead creative teams

18:55 Why AI makes brand more valuable

21:18 Eat the Donkey

Susan Credle on M&M’s, Allstate Mayhem, Brave Clients, and the Death of Populist Advertising

Saison 1 · Épisode 39

mardi 30 juin 2026 • Durée 52:26

Susan Credle has helped build some of the most famous advertising characters of the last 30 years, from the M&M’s ensemble to Allstate’s Mayhem. In this episode of Second Wind, she joins Kerrie Finch and Gully Flowers for a sharp, funny and unusually honest conversation about what makes creative work last.

Susan talks about seeing brands as characters, how M&M’s grew from candy mascots into a comedic ensemble, why Mayhem worked because it was deeply strategic, and what great clients do that risk-averse ones often miss.

She also gets into one of the biggest tensions in modern advertising: the gap between work that wins awards and work that reaches real people. From the rise of case studies to the decline of truly populist creative, Susan makes the case for work that does not need to be followed around and explained.

This is a conversation about brave clients, fragile progress, creative leadership, the pressure of becoming one of the first female CCOs in America, and why the best work should make someone in the world say thank you.

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Why Great Ads Feel Like Childhood Memories | Marques Gartrell, W+K

Saison 1 · Épisode 37

mardi 26 mai 2026 • Durée 59:40

Marques Gartrell is Co-CCO of Wieden+Kennedy New York, the agency behind work for Nike, McDonald’s, Delta, and Michelob Ultra.

In this episode of Second Wind:

how the Travis Scott meal started from a tweet
why the Grimace Shake became internet folklore
how W+K made “Horizontal Breakfast” in 7 days
why brands are competing with childhood memories
what young creatives get wrong
why Marques still keeps Photoshop open

A conversation about culture, instinct, taste, speed, and making work people actually carry around with them.

The best work stops feeling like advertising and starts feeling like part of someone’s life.

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Second Wind by AKA – Détails, épisodes et analyse

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