Dr. Anastasia Kārkliņa Gabriel, a cultural theorist and senior insights lead at Reddit, discusses the power of marketing and advertising to shape culture. She emphasizes the importance of purpose-driven marketing and the need for brands to understand their role in society. However, she expresses concern about a shift in discourse that downplays the importance of purpose and profit. Anastasia highlights the intersection of purpose and culture, urging marketers to critically think about their assumptions and biases. She also calls for a greater emphasis on cultural literacy and expanding one's point of reference in the marketing industry. The conversation explores the role of business in solving problems and the increasing trust in businesses compared to political institutions. It emphasizes the importance of critical consciousness and expanding perspectives in the marketing profession. The value of curiosity, cultural intelligence, and embracing discomfort is discussed, along with the need to seek tensions and challenge the status quo. The conversation also highlights brands that successfully embrace culture and change, as well as the power of grassroots movements.

Chapters

00:00 Introduction and Background

01:08 Writing a Book and the Power of Marketing

06:20 Challenges in Creating Culture as a Brand

09:00 The Intersection of Purpose and Culture

12:37 The Role of Brands in Shaping Culture

15:04 The Need for Critical Thinking in Marketing

21:38 The Damaging Effects of a Lack of Critical Thinking

25:07 The Future of Brands and Marketing

27:50 The Role of Business in Solving Problems

29:03 The Importance of Critical Consciousness

30:42 The Value of Curiosity and Cultural Intelligence

31:34 Embracing Discomfort and Seeking Tensions

32:17 Brands that Embrace Culture and Change

35:26 The Power of Grassroots Movements

42:36 Bold and Daring Advertising Campaigns

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Marissa Thomas, CMO of Good Loop, discusses the company's mission to make media more good by focusing on purposeful advertising. Good Loop offers good formats, audience targeting, and measurement to help brands do good and reach audiences in meaningful ways. Marissa shares her love for the industry's reach and the opportunity to communicate better. She also highlights the challenges and misgivings she has, including the industry's focus on self-congratulation and the need for more meaningful conversations and actions. The conversation explores the need for bottom-up change and fresh ideas in the advertising industry, emphasising the importance of giving voice to new perspectives and the value of diversity of thought. The idea of rebalancing back-slapping with a focus on improvement is discussed, along with the suggestion of creating a new awards format to encourage reflection and learning from mistakes.

Chapters

00:00 Introduction and Overview

01:13 Marissa's Background and Good Loop

05:41 What Marissa Loves About the Industry

08:27 The Power and Reach of Advertising

10:27 Realizing the Influence of Marketing

12:29 Challenges and Misgivings in Marketing

15:21 Practicing What You Preach

21:40 The Industry's Focus on Itself

27:33 Bottom-up change and fresh ideas

29:19 Giving voice to new perspectives

31:47 Rebalancing back-slapping and improvement

34:13 Creating the 'Who's Done Badly' award

36:05 Book recommendation: Brain Surfing

37:14 Book recommendation: Mocky Cherry New York Notes

40:47 Listening to local radio ads

42:18 Favorite campaign: iPod 'A Thousand Songs in Your Pocket'

42:51 Advice to 21-year-old self: No one's going to thank you for working at 1AM

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Peter Semple is the Chief Marketing Officer at Depop. Having joined in 2019, Peter leads Depop’s global brand and marketing teams, ensuring Depop is reaching and captivating audiences across markets and encouraging mass adoption of buying and selling secondhand fashion.

Prior to Depop, Peter spent seven years leading product and marketing innovation projects at Google's Creative Lab in New York and London, working across existing Google products and emergent technologies. He has also worked in creative agencies on big consumer brands including Converse, Nike, O2 and Coca-Cola.

Topics we explore with Peter:

• Creativity as the central answer to all problems that need solving 
• Breaking down agency-client stereotypes 
• Creating space for pure inspiration and ideation 
• Life inside the Google Creative Lab 
• The Creative Networks of the future 

Where to find Peter:

LinkedIn: https://www.linkedin.com/in/petersemple/

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Lindsey is founder of Sunday Dinner, a brand strategy consultancy that helps marketers reimagine the way they plan and organize their teams, partner with agencies, and build the best marketing of their careers.

Often dubbed as a ‘CMO whisperer’, her work helps executive clients stay connected to the new ways of collaboration and the ever-shifting advertising partner landscape.

Topics we explore with Lindsey: 

• The need for clients to prepare for the next generation of talent 
• Why there’s a disconnect between client priorities and what adland cares about 
• Her love for the art of contracts (yes, contracts) 
• Calling out industry pessimists 
• Reinventing marketer incentive structures

Where to find Lindsey:

Company: http://www.sundaydinner.com/

LinkedIn: https://www.linkedin.com/in/lindseyslaby/

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Ana Andjelic is the Global Chief Brand officer of Esprit. She has a wealth of experience in the fashion industry, having worked at some of the biggest brands in the world, including Banana Republic, Rebecca Minkoff, and Mansour Gabriel. She is also a sociologist and author of the book The Business of Aspiration.

In our conversation, Ana talks about her love of the fashion industry, the challenges of working at a legacy brand, and her vision for the future of Esprit. She also shares her thoughts on the importance of developing an authentic visual aesthetic that's based on consumer tastes and permeates through your brand.

This is a fascinating episode that is sure to give you a new perspective on what it takes to execute a strategic rebrand.

Where to find Ana:

LinkedIn: https://www.linkedin.com/in/anaandjelic/

Instagram: https://www.instagram.com/andjelicaaa/

Twitter: https://twitter.com/andjelicaaa 

Linktree: https://linktr.ee/andjelicaaa

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Leila is a cultural branding, marketing and business leader with a 25+ year wealth of international hands-on experience of global lifestyle, FMCG and sportswear brands, giving a unique ability to talk the languages of entrepreneurial, corporate and cultural.

In this episode, we discuss why brands need to take an always-on approach to ensure they remain culturally relevant. 

We also explore Leila’s experiences being a diversity advocate, her love for low key heroes in the industry and why arcane gatekeeping systems are prohibiting the industry from stepping away from the status quo. 

Where to find Leila:

LinkedIn: https://www.linkedin.com/in/leilafataar/

Instagram: https://www.instagram.com/leila_fataar/

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Creative Director at Spring Studios Milan, Anouk has conceived and executed campaigns and content for brands such as Bally, Pomellato, Calvin Klein, Birkenstock, Schwarzkopf Professional, Marc O'Polo, Closed, and Nivea. 

In this episode, we talk about Anouk’s vision for a more effective approach to client relationships centred around co-creation and psychological trust. 

We also explore her experience of switching between the agency and freelance worlds and how life on both sides of the fence has improved her craft.  

Anouk was also the star of Kill Your Darlings, a docufilm examining how burnout is impacting the industry and its talent. Kill Your Darlings inspired the Love, Hate, Create podcast. 

Where to find Anouk:

LinkedIn: https://www.linkedin.com/in/anouk-jans-0b5341111/

Instagram: @anoukjns 

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Executive Director, Brand & Creative for Oatly (North America), Armando has built a career spanning across leading agencies, media players and now ‘client-side’ at one of the most creative brands on the planet. 

In this episode, we talk about Oatly’s Department of Mind Control, the primacy of creativity and the importance of diverse talent. 

We also explore his experience taking the leap to client-side, de-risking creative instinct through community dialogue and what brands can learn from Oatly’s approach to in-housing. 

Where to find Armando:

LinkedIn: https://www.linkedin.com/in/armandoturco/

Instagram: @arms21 

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In this episode, we talk about equitable business models and the motivations for Quiet Storm to become an employee trust. 

We also dive into her experience balancing motherhood with a successful career in advertising and the privilege of working in an industry that relies on creating emotion. 

Where to find Rania:

LinkedIn: https://www.linkedin.com/in/rania-robinson-01b68511/

Agency: http://www.quietstorm.co.uk/

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Alex is the Founder & CEO of WE ARE Pi. 

In this episode, we explore why dropping the creative chaos of yesteryear in favour of a methodical formula for ideation is key to enabling diversity. 

We also explore why a dogmatic attachment to the past is holding the industry back and what needs to be done to accelerate progress in the industry. 

Where to find Alex:

LinkedIn: https://www.linkedin.com/in/alexbennettgrant/

WE ARE Pi: http://wearepi.com/ 

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Mo is the Founder of Mojo Supermarket. Ad Age's Small Agency of The Year. 

In this episode, we explore Mo’s journey and the experiences that drove him to launch an agency that creates the work he’s always dreamed of.

We talk about creating an environment in which people can bring their true selves to work, new forms of agency growth and how to prevent adland from becoming a robot industry. 

Where to find Mo:

LinkedIn: https://www.linkedin.com/in/mosaid/

Instagram: https://www.instagram.com/mojo_said/

Mojo Supermarket: https://mojosuper.market/

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Nilesh is the Founder and CEO of OK Tomorrow, a live show for innovation, brand, and creative organizations. He’s also the Founder and CEO of Pragmatic Futurism an applied innovation and emerging technology consultancy.

In this episode, we explore Nilesh’s journey from agency to business owner and his unique view of the space between brands, people and technology. 

We also explore the lack of IP in the agency world, new talent solutions and overreliance on rockstar creatives. 

Where to find Nilesh:

LinkedIn: https://www.linkedin.com/in/nileshashra/ 

OK Tomorrow: https://www.oktomorrow.xyz/

Pragmatic Futurism: http://pragmaticfuturism.com/

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In this episode, Greg Hahn, co-founder and CCO of Mischief at No Fixed Address, shares his insights on the advertising industry. He discusses the rapid rise of Mischief and the importance of maintaining a strong culture. Greg emphasizes the need for positivity and gratitude in the industry and the negative impact of excessive competition and pitching. He also highlights the power of creativity in solving interesting problems and the importance of finding your core strength as an agency. Greg's goal is to create a place where people can do the best work of their lives, free from politics and fear.

Chapters

00:00 Introduction and Background

03:28 What Greg Loves

08:17 What Greg Hates

14:14 Pitching Challenges

19:11 Creating Change with Mischief

25:24 Advice for Starting an Agency

27:42 The Rise of Independent Agencies

30:21 Favorite TV Show or Movie

31:50 Favorite Recent Campaign

32:28 Recommended Books

33:34 The Power of Advertising and Propaganda

34:11 Advice for a Young Advertising Professional

35:27 The Importance of Enjoying the Process

36:07 Insights into the World of Mischief

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Grace Francis is the global chief creative and design officer at WongDoody, a creative experience agency with studios in the US, Europe and Asia. Previously Grace held roles at Droga5 and Grey. They guest lecture at University of the Arts London and Hyper Island.

In this episode, we explore how seeing an Evian ad about saving a local lido inspired their to start a career in advertising and having to mask their working class background to achieve success. 

We also dive into their experiences of building allyship with marginalised people in the industry, commercial creativity as a force for good and the need to draw firmer boundaries between work and home. 

Where to find Grace:

LinkedIn: https://www.linkedin.com/in/graciefrancis/

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Amibka Pai is the Chief Strategy Officer at Mekanism (Chicago), mom of two, writing about the intersection of motherhood, mental health, equity, and business. 

In this episode, we explore Ambika’s experience creating breakthrough work on Frida Mom Breastcare, which involved getting lactating breasts on TV by working with NBC to rethink their policies. She also sheds light on being on the receiving end of sexism and racism in the industry. 

Ambika dives into her love for the restless, curious people that advertising attracts, which leads to friendships that transcend far beyond work. Her hate for the work culture and do-or-die mentality of advertising. And her urge to create systems that prioritise holistic wellness of the advertising workforce. 

Where to find Ambika:

Corner Office Breakdowns newsletter

LinkedIn: https://www.linkedin.com/in/ambikagpai/ 

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Kwame is a creative executive and entrepreneur with a passion for storytelling, design, innovation and purpose. Co-Founder at Kin, a creative company designed to advance social change through culture for brands including Mailchimp, Uber, Delta Air Lines and Ben & Jerry's.

In this episode, we explore the highs and lows of Kwame’s entrepreneurial journey, as well as his operating principles for creating a more diverse and equitable creative sector. 

We also dive into how the murder of George Floyd and the Black Lives Matter Movement drove a shift in priorities for his agency, Kin. He also shares his view on purpose, community and why brands have to stand for more than just selling products. 

Where to find Kwame:

Agency: https://www.workwithkin.com/

LinkedIn: https://www.linkedin.com/in/kthayford/

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Brad Hiranaga, Chief Brand Officer for Cotopaxi, discusses his transition from CPG brands to the outdoor apparel industry and the importance of purpose-driven marketing. He highlights the role of marketing in shaping company culture and being at the forefront of innovation and consumer trends. Brad emphasizes the need for authentic purpose in marketing and the negative impact of opportunistic brands. He advocates for collaboration and partnerships to create a movement for good. Brad's passion for solving social problems and making a positive impact drives his vision for the future of marketing.

Chapters

00:00 Introduction

01:21 Transition from CPG Brands to Cotopaxi

03:01 Passion for Outdoor and Apparel Brands

05:02 Love for Marketing and Brand Management

06:03 Marketing's Influence on Company Culture

07:33 Marketing at the Intersection of Consumer Need, Technology, and Culture

08:33 Marketing's Role in Creating Culture and Solving Social Problems

09:55 Evolution of Purpose-Driven Marketing

11:26 The Shift to Authentic Purpose and Its Challenges

16:15 Different Approaches to Purpose for Different Brands

19:06 Collaboration and Partnerships for Purpose-Driven Brands

20:31 Opportunistic Brands and Lack of Authentic Purpose

28:36 Creating a Movement for Good

38:58 Codopaxi at Sundance Film Festival

39:40 Discussing the show 'Squid Game'

40:54 Recommended Books: 'Good is the New Cool' and 'The Subtle Art of Not Giving a F*ck'

43:26 Admiration for Maximum Effort and Ryan Reynolds

47:18 Advice to Younger Self: Take More Creative Chances

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Michael Sugar, founder of Sugar 23, discusses the intersection of brands and entertainment. He highlights the power of entertainment to move culture and the potential for brands to participate in this space. However, he also acknowledges the challenges brands face in embracing entertainment, such as the need for education and the friction within organizations. Sugar emphasizes the importance of giving CMOs more space and time to innovate and create meaningful connections with audiences. He believes that brands can play a significant role in funding and shaping entertainment, leading to financial returns and brand loyalty.

Takeaways

Entertainment has the power to move culture and create meaningful connections with audiences.

Brands face challenges in embracing entertainment, including the need for education and overcoming internal friction.

CMOs should be given more space and time to innovate and create meaningful connections with audiences.

Brands have the opportunity to fund and shape entertainment, leading to financial returns and brand loyalty.

Chapters

00:00 Introduction to Michael Sugar and Sugar 23

04:10 What Michael Sugar Loves About Brands and Entertainment

09:08 The Challenges Brands Face in Embracing Entertainment

19:28 The Need for Education and Change in the Industry

27:05 The Opportunity for Brands to Fund Entertainment

35:14 The Change Michael Sugar Would Create in the Industry

40:44 Quick Fire Questions

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Cindy Gallop, the founder and CEO of Make Love Not Porn, discusses her love for the advertising industry and the brilliance it requires for success. Cindy discusses the challenges and opportunities in the advertising industry, the need for diversity and inclusion, breaking down stereotypes, creating a culture of accountability, and empowering women in the workplace. She also emphasizes the importance of starting your own industry to drive change.

Chapters

00:00 Introduction to Cindy Gallop

02:03 What Cindy Loves about the Industry

05:32 The Challenges in the Industry

13:08 The Need for Trust in the Industry

19:45 The Lack of Diversity in the Industry

25:25 Starting Your Own Industry

33:03 Creating a New Ad Tech Platform

46:08 Advice for Making Change in the Industry

00:30 Challenges in the Advertising Industry

10:15 The Need for Diversity and Inclusion

20:45 Breaking Down Stereotypes

30:10 Creating a Culture of Accountability

40:20 Empowering Women in the Workplace

46:53 Starting Your Own Industry

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In this episode, Brent Smart, CMO of Telstra, shares his insights on marketing, advertising, and creativity. He discusses his favourite Christmas ad, the importance of creating the conditions for great ideas, and his experience transforming NRMA Insurance. Brent also shares his thoughts on the challenges of network agencies and the need for a new agency model.

Takeaways

• Create a culture that is hard on the work but kind to the people to foster creativity.
• Focus on the strategic fundamentals and brand positioning to create impactful work.
• Momentum is crucial for success in marketing and advertising.
• Network agencies face challenges in adapting to the changing industry landscape.
• A new agency model that combines the strengths of independent creative agencies and network agencies can lead to better results.

Chapters

00:00 Introduction and Favorite Christmas Ad

04:46 Love: Creating the Conditions for Great Ideas

07:25 Transforming NRMA Insurance

12:05 Building Momentum and Transforming Brands

19:19 Hate: Challenges of Network Agencies

30:34 Creating a New Agency Model

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Krystle Watler, Head of Creative Agency Partnerships at TikTok, discusses her career and the state of the advertising industry. She shares her love for creative bravery and the joy that TikTok brings to consumers. Krystle also highlights the need for agencies to evolve and embrace new talent pools. She introduces the One Creator Lab program and her goal to create a framework for rethinking agency operations in the era of TikTok.

Takeaways

• Creative bravery and storytelling are essential in the advertising industry.
• Agencies need to embrace new talent pools and evolve their operations to stay relevant.
• TikTok offers a unique platform for creativity and engagement with consumers.
• The industry should focus on creating culture and participating in the TikTok community.

00:00 Introduction and Background

05:11 What Krystle Loves about Advertising and Brands

22:08 What Krystle Hates about the Industry

33:34 Creating a New Talent Pool

38:28 Rethinking Agency Operations

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In this conversation, Erika Wykes-Sneyd, Global VP and GM of Adidas's Web3 Studio, discusses the convergence of technology and pop culture, the role of Adidas in sports lifestyle culture, and the responsibility of marketers today. She emphasizes the need for long-term objectives and the importance of solving real-world problems. Erica also highlights the waste in marketing and the potential of blockchain and chain technology to create change. She envisions a future where human centricity is prioritized. The conversation explores the negative impact of social media algorithms and the need to bring humanity back into the tech experience. It also discusses the importance of directing marketing dollars away from problematic platforms and creating a consortium of marketers for collaboration. The need for cross-pollination and collaboration is emphasized, along with a rallying cry for change.

Takeaways

• Technology is becoming intertwined with every aspect of pop culture, including fashion, music, and beauty.
• Marketers have a responsibility to define the market and lead organizations into new opportunities.
• There is a disconnect between CMOs and CEOs in terms of priorities and objectives.
• The marketing industry needs to address the issue of waste and focus on solving real-world problems.
• Blockchain and chain technology have the potential to create transparency, incentivize contributions, and solve complex challenges.
• Human centricity and meaningful relationships are crucial in marketing and problem-solving. Social media algorithms have contributed to divisiveness and negativity in the online world.
• Marketers have the power to choose which platforms to support and should prioritize those that bring humanity back into the tech experience.
• Directing marketing dollars away from problematic platforms can help reduce the spread of disinformation and create a nicer online environment.
• Creating a consortium of marketers would allow for cross-pollination of ideas and collaboration on solving industry-wide challenges.
• Collaboration and sharing of insights among marketers is essential for driving meaningful change in the industry.

Chapters

00:00 Introduction and Background

01:06 The Convergence of Technology and Pop Culture

03:25 Adidas's Role in Sports Lifestyle Culture

06:25 Navigating the Stigma of Web3 and Blockchain

10:56 The Responsibility of Marketers

11:20 The Love for Marketing and Defining the Market

14:24 The Disconnect Between CMOs and CEOs

17:17 The Need for Long-Term Objectives in Marketing

23:25 The Hate for Waste in Marketing

25:45 Creating Change and Solving Real Problems

29:25 The Potential of Blockchain and Chain Technology

42:26 Future Vision and the Importance of Human Centricity

43:23 The Impact of Social Media Algorithms

44:18 Bringing Humanity Back into the Tech Experience

45:21 Directing Marketing Dollars Away from Problematic Platforms

46:14 Creating a Consortium of Marketers

47:02 The Need for Cross-Pollination and Collaboration

47:48 Rallying Cry for Change

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The former CMO of Airbnb, an AdAge Top 10 Influential Marketer and one of the leading brand experts on the planet shares insights on cultivating world-class creativity and uniting humanity through inclusive, purpose-driven brand strategy.

A champion of accelerating diversity in advertising and co-founder/CEO of his own firm, TwentyFirstCenturyBrand, Jonathan is brimming with insights on the role of being a disruptor, on creativity and inclusivity, as well as how to utilize purposeful branding to spark positive change. 

In Spring 2023, Jonathan published A Colourful View From The Top: 21 extraordinary stories of excellence in business by leaders of colour. He's on a mission to distribute free copies of the book to state-funded secondary schools across the UK with the National Literacy Trust, which you can support via GoFundMe.

Topics we explore with Jonathan:

• The recent acquisition of TwentyFirstCenturyBrand by newly formed holding group, Common Interest 
• How marketing made him become a more intimate human being 
• The increasing tension between profit and purpose 
• Making the industry attractive to teenagers 
• The Creative Networks of the future 

Where to find Jonathan:

LinkedIn: https://www.linkedin.com/in/mildenhall/ 

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