Call To Action

173: Paul McVeigh on football, psychology and leading without ego

Giles Edwards — Fri, 27 Feb 2026 05:05:00 +0000

This week we tried (unsuccessfully, messily, hauntingly) to mate a canary with a cockerel – all in a bid to impress our guest, former Norwich and Tottenham footballer, turned performance psychologist, Paul McVeigh.

Having played more than 270 professional games, as well as earning 20 caps for Northern Ireland, Paul kicked ball with and against some legendary players, earning a few trophies, a few promotions and, perhaps the ultimate honour, his own song.

But rather than go off and do the sort of generic post-playing jobs many ex-pros go for (like moaning about stuff on the tv. Or moaning about stuff on the radio. Or moaning about stuff on a podcast etc.) Paul has bottled up all his remarkable experiences in sport and used them to help all kinds of leaders to perform when it matters most.

As a highly respected performance psychologist, Paul has built a super-successful second career out of helping to dismantle the old narratives about shouty, macho, ego-driven leadership, through his coaching and his two excellent books: ‘The Stupid Footballer is Dead’ and ‘It’s Not About You: The Psychology of Leadership.

In a chat where Giles tries really, really hard not to dribble ‘Spurs’ all over the conversation, we ponder the most common mistakes, and misunderstanding, when it comes to ‘being the boss’, and some of the most influential sporting figures who inspired Paul’s philosophies on leadership.

This episode is proudly dedicated to Paul’s Aunt Jean – proof that it’s never too late to reinvent yourself and that anything is possible.

Follow Paul on LinkedIn

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Timestamps

1:32 – Quick Fire Questions
5:37 – Leaving Belfast for Tottenham Hotspur
10:05 – Inside a High-Performance Environment
16:03 – Leadership Styles in Football
19:12 – It’s Not About You and Modern Leadership
24:21 – Leadership Beyond Football
27:25 – Humility and Misconceptions About Leadership
33:18 – Ahead-of-the-Curve Professional Habits
39:58 – Transformational Habits That Stick
42:52 – Advice to His Younger Self

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Paul’s book recommendations are:

Awaken The Giant Within by Anthony Robbins
Money Master the Game by Anthony Robbins

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172: Tim Delaney on building one of ad-land’s most brilliant careers

Giles Edwards — Fri, 12 Dec 2025 05:05:00 +0000

This week we made our way through twenty rolls of ‘Word a Day’ toilet paper – not (entirely) because of tummy trouble, but in order to impress one of the world’s greatest wielders of words, copywriting legend Tim Delaney.

An advertiser who made all of advertising try harder with their adverts, Tim is of course the founder of the famous Leagas Delaney agency as well as being one of the all-time great copywriters.

You’ll no doubt have spent much time gawping at and/or weeping over some of his most iconic work – including some extraordinary campaigns for Harrods, Adidas and Nationwide. He’s also the creative brain behind the unforgettable ‘Perfect Day’ film for the BBC – giving the world the briefest sniff of what a Bowie/Boyzone collaboration might have been.

Wildly successful in both the building of an agency and the writing of copy, Tim is also one of advertising’s most compelling talkers of sense – with a philosophy built around strategic thinking, disciplined work and a healthy appreciation for the value of intuition.

In a chat where we skid quickly and wildly away from what we laughably called ‘the agenda’, Tim takes us on an entertaining and eye-opening journey through one of the most remarkable lives in the creativity game.

This episode is proudly dedicated to Tom Harrington.

Follow Tim on LinkedIn

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Timestamps

04:40 - First Job in Advertising
06:45 - Transitioning to Copywriting
09:40 - Early Days in Advertising
12:49 - The Band Experience
14:03 - From Music to Advertising
19:07 - Climbing the Advertising Ladder
22:11 - The Role of Creativity in Advertising
29:03 - Challenges at BNP
30:41 - Understanding Advertising's Mystique
34:08 - The Impact of Technology on Advertising
39:39 - Enthusiasm for Newcomers
43:53 - Advice for Junior Copywriters

171: Kazeem Jamal on the importance of finding the funny side

Giles Edwards — Fri, 24 Oct 2025 04:05:00 +0000

This week we’ve been out every night, committing crimes (twocking Nokias, cussing at ducklings, stealing the dust caps off your dad’s tyres) all to attract the attention of South-London Batman himself – and this week’s guest – Kazeem Jama.

A comedian so entertaining he almost makes you hate yourself slightly less for being on Instagram all the goddam time, Kazeem has been liberally lubricating the amusement pipes on the BBC, Comedy Central and the Mobo Awards.

Before comedy grabbed him by the earlobe and dragged him over to the funny side, Kazeem spent decades working in the education sector, primarily with children with special needs and in alternative education – making him humorous and kind-hearted enough to make us all feel really bad about our own decisions, especially the terrible stuff we said to those ducklings.

This episode is proudly dedicated to the people who shaped Kazeem: his mum, his dad, his kids, and all the doubters along the way.

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Follow Kazeem on Instagram and Facebook
Watch the videos that has us cracking up: Frozen and Waze
Sign up to the mailing list
To go see him live: tickets here.

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Timestamps

02:50 - Kazim's Uncommon Path: From Rugby to Comedy
07:51 - Ownership: The Key to Kazim's Comedy Journey
11:26 - Drama Class: The Shy Comedian's Dilemma
12:52 - Channelling Frustration: The Sports Outlet
18:30 - Stage vs. Socials: The Comedy Landscape
21:26 - Navigating Tough Topics: Kazim's Approach
27:06 - The Unexpected Funeral Laugh
31:03 - Nine-to-Five vs. Comedy Dreams: The Struggle
34:08 - Attention, Skill, Monetizing: The Comedy Cycle
39:03 - The Art of Not Giving a Damn: Embracing the Process
42:48 - Comedy Contracts: The Safe Space Agreement

170: Marcus du Sautoy on how to see the stories in numbers

Giles Edwards — Fri, 19 Sep 2025 04:05:00 +0000

This week we rented the top 3 maths movies of all time – A Beautiful Mind, The Imitation Game and 3 Men and a Baby – all in order to be mathematically competent enough to share a pod with one of the world’s greatest number nibblers, Marcus du Sautoy.

So highly acclaimed and awarded, we could have filled the entire podcast by listing out his many achievements, Marcus is perhaps best known as a Professor in Mathematics, Fellow of the Royal Society and Simonyi Professor for the Public Understanding of Science at Oxford University.

But, as well as being one of the very smartest people on the planet, he’s also one of the most engaging and enlightening speakers on the unexpected stories to be found in numbers, having written for several national newspapers and appeared on a number of mathematically-inclined TV shows including Mind Games, The Story of Maths and The Code (not to be confused with The Cube).

By now you’ve probably run out of fingers to tally up all the brilliant things he’s done, so we shall just wrap up by saying he’s also the author of a series of superb books examining the relationship between maths, creativity, music, games and more – including Blue Prints, The Music of Primes and The Creativity Code.

(Basically, the fact that it took us all this time to mention he’s also an OBE tells you all you need to know. He’s an impressive dude.)

In an episode where Giles wears his disappointing GCSE results like a hi-vis vest of inadequacy, we ponder the search for meaning in numbers and how the stories behind them can help shape ideas and solve problems.

This episode is proudly dedicated to Mr Baleson.

Follow Marcus on LinkedIn

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Timestamps

04:17 - The Influence of a Great Teacher
06:03 - Mathematics as a Language and Creative Outlet
08:44 - The Intersection of Mathematics and the Arts
12:08 - Exploring Creativity in Mathematics
15:17 - The Relationship Between Structure and Artistic Expression
21:10 - The Cicada's Prime Number Life Cycle
30:51 - Patterns and Expectations in Art and Comedy
33:09 - The Role of Mathematics in Problem Solving
43:15 - The Importance of Storytelling in Science
46:25 - The Search for Meaning in Numbers
48:13 - The Dual Nature of Scientific Thinking

Marcus’ Book recommendations are:

A Mathematician’s Apology by G.H. Hardy

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169: Richard Shotton and MichaelAaron Flicker on hacking the human mind.

Giles Edwards — Fri, 29 Aug 2025 04:05:00 +0000

This week we broke a golden rule and crossed podcast streams with a pair of excellent guests, Richard Shotton and MichaelAaron Flicker, hosts of the Behavioural Science for Brands podcast and co-authors of the soon-to-be released (and definitely-to-be brilliant) Hacking The Human Mind.

Richard is, of course, returning for a record third appearance on Call To Action® although we have respectfully honoured his request to not be left alone with Giles. Responsible for opening industry eyes to the potential of behavioural science, Richard is the author of two books that serious marketing types like you and I could not do without – The Choice Factory and The Illusion of Choice.

Alongside him today, as is so often the case, is MichaelAaron Flicker, founder and president of (Zeeenno-Sigh) XenoPsi Ventures, a brand incubator firm that helps out all kinds of companies with financial, marketing and intellectual capital. As well as co-hosting their pod, and co-authoring their book, they’ve completed a hattrick of Co’s by co-founding the Consumer Behaviour Lab, where they apply their considerable collective knowledge to help make marketing smarter, better and less stinky.

In an episode where we open the sunroof on the human mind and reveal there’s much more to it than day dreams, crippling doubt and song lyrics from 1996, we hear from two of the field’s most compelling experts on what it really takes for a brand to be chosen.

This episode is proudly dedicated to Rory Sutherland.

Follow Richard and MichaelAaron on LinkedIn.

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Timestamps

08:27 - Reflections on Career Path and Pivots
10:09 - Richard's Tribute to Ozzy Osbourne
12:39 - How Richard and Michael Met
14:22 - The Concept Behind Their New Book
16:01 - Writing Process and Collaboration Insights
20:21 - Discussion on Haagen-Dazs and Country of Origin Effect
25:04 - The Power of Naming: Patagonian Toothfish vs. Chilean Sea Bass
30:07 - Marketing Confusion Between Marketing and Sales

Their Book Recommendations are:

Alchemy by Rory Sutherland
Tiny Habits by BJ Fogg

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168: Professor Byron Sharp on a lifetime of learning in the marketing world

Giles Edwards — Fri, 15 Aug 2025 06:43:00 +0000

This week we tucked in our shirt, straightened our tie and resisted the temptation to nip off for a quick vape behind the pickle-ball court, all in order to suitably impress our guest, one of the world’s greatest marketing academics, Professor Byron Sharp.

A man who would need no introduction (if we weren’t contractually obliged to provide all our pod guests with one) Prof Byron is one of the world’s most respected thinkers in the field of brands and consumer behaviour.

Unless you’re deliberately trying to get yourself fired from your marketing role, you’ll no doubt have read his seminal book ‘How Brands Grow’ and, if you’re especially lucky, you may well have learned directly from the man himself in one of his globally prestigious academic roles.

A speaker, a teacher, a thinker and a pioneering researcher, Byron still has the time to be a thoroughly entertaining podcast guest, and is famously happy to share the kind of knee-buckling market truth that the industry fears but also really, really needs.

In an episode where Byron jabs a scholarly finger into the flabby thinking that holds brands back, we ponder the many different disciplines a proper marketer should be able to wrap their heads around if they want a consumer to care.

This episode is proudly dedicated to John Scriven.

Follow Byron on LinkedIn

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Timestamps

03:27 - Early Jobs and Academia
04:38 - The Importance of Real-World Experience
06:09 - Working with Andrew Ehrenberg
08:28 - The Intent Behind "How Brands Grow"
09:41 - Marketing Blind Spots and Unexplored Areas
10:30 - Cognitive Biases and Behavioral Science
11:48 - The Role of Heuristics in Consumer Behavior
12:43 - Understanding Double Jeopardy Law
14:08 - Consumer Efficiency vs. Laziness
15:26 - Predictive Power of Marketing Science
16:06 - The Weirdness of the Real World
17:37 - Misconceptions About Marketing Science
19:40 - The Role of Synthetic Research
32:58 - B2B Marketing and Growth Strategies
35:22 - The Value of Awards in Marketing

Byron's Book recommendations are:

The Halo Effect by Phil Rosenzweig
Everything is Obvious by Duncan Watts
The Signal and the Noise by Nate Silver

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167: Lisa Parfitt on doing the business for women’s sport.

Giles Edwards — Fri, 01 Aug 2025 04:05:00 +0000

This week we’re pushing our withered hamstrings way beyond their wretched limits, all in order to win the attention of our guest, sport and brand marketing super-baller Lisa Parfitt.

In a career that has been, figuratively, one top bin after the other, Lisa has done more than most to give women’s sport a serious platform, particularly when it comes to those all-important commercial relationships.

A star player in the efforts to land the Women’s FA Cup their first brand sponsorship, Lisa can be found on the prestigious pages of PR Week’s Power 100 for her work in pushing for greater representation for women in the sports business.

Having gone toe-to-toe with the inequalities in the game in her time as both a Level 1 coach and director, she now devotes her considerable skills and stamina to creating better, fairer and more sustainable partnerships, sponsorships and culture in the game.

In an episode with absolutely no time wasting, even for the occasional glug of branded energy pop, we ponder everything from the unique brand value of fans of women sport, to how the game is changing, in both sporting and commercial ways.

This episode is proudly dedicated to Karen Earl.

Follow Lisa on LinkedIn.

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Timestamps

04:34 - Transitioning to the Sports Industry
10:31 - First Job in Women's Sport
12:18 - The Shift to Sponsorship and Commercial Focus
15:32 - The Role of Brands in Women's Sport
20:10 - Securing the First Women's FA Cup Partnership
26:32 - The Impact of COVID on Women's Sport
30:35 - Research on Women's Sports Fans Engagement
36:59 - The Future of Women's Sport and Upcoming Events
42:06 - Changing Perceptions in Women's Sport

Lisa's Book Recommendations are:

Eat Sweat Play - Anna Kessel
Why She Buys - Bridget Brennan
Game On - Sue Anstiss

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166: Harriet Knight and Hannah Penn on an agency world that’s open to all

Giles Edwards — Fri, 18 Jul 2025 04:05:00 +0000

This week we made difficult phone-calls to Ant & Dec, Torvill & Dean and, accidentally, the Neville Brothers, all in order to explain that the nation now has a new favourite double act – the joint chiefs of Pablo, Harriet Knight and Hannah Penn.

Not content with leading Pablo to the very top of the creative charts in agency land – scooping up the Global Campaign Indie of the Year award on two separate occasions – H&H have set about tearing up the dusty old rulebook for agency leadership (especially all those pages about being greedy and horrible). They’ve poured their considerable energies into actually delivering the kind of culture every agency pretends they have, and even launched the Pablo Living Wage, a £30,000 minimum salary for entry level roles that opens up the industry to people who are usually left on the side-lines.

As well as turning Pablo into the creative, and cultural envy of agency world, Harriet and Hannah are also responsible for one of the most successful agency models around – earning a reputation for being superb to work with that translates into a barely believable 100% client retention rate.

In an episode that puts us all in the uncomfortable position of listening to agency bosses who are actually likeable and amusing, we ponder everything from how agency cultures are created to the dynamics that make their partnership tick.

This episode is proudly dedicated to Dan Watts.

Follow Hannah and Harriet on LinkedIn.

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Timestamps

03:00 - Early Career Paths: Hannah's Journey
09:00 - Harriet's Background and Transition to Advertising
15:00 - The Importance of Diverse Experiences in Advertising
18:00 - Creative and Commercial Balance in Advertising
22:00 - How Harriet and Hannah Met
25:00 - The Dynamics of Their Partnership
29:00 - Legacy and Impact in the Advertising Industry

Hannah and Harriet’s Book Recommendations are:

Four Thousand Weeks– Oliver Burkeman
Cork Dork – Bianca Bosko
Super Communicators- Charles Duhigg

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165: Charlie Copsey on bringing fans experiences that aren’t f*ing boring

Giles Edwards — Fri, 04 Jul 2025 04:05:00 +0000

This week we tried to arrange a VIP brand event for Call To Action® fans in an abandoned toilet brush factory, all just to prove our cool credentials to Charlie Copsey, the founder of Underground Fan Club.

Having conquered the media mountain earlier in her career – working in TV, radio and film with the likes of Johnny Vaughan and her good pal Colin Murray – Charlie realised that her next great mission would be to rescue fan experiences from the desperately dull doldrums they were in at the time. From there Underground Fan Club was born – a studio devoted to producing more memorable, more believable and more exciting experiences between brands, fans and talent. At the heart of the mission is something many marketers bang on about with no clue, or care, about what it means in reality – authentic connections with your most valuable audience, something Charlie is already proving to be much more than the same old brand baloney. There’s an increasingly long line of brands queuing up for the Underground treatment but luckily for your ears and brains, CTA is nothing if not a queue jumper.

In an episode that’s all about fans, super-fans, stan-fans and ceiling fans (not that one) we learn what it takes for your brand to actually mean something more to the people you’re doing it all for.

This episode is proudly dedicated to Colin Murray.

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04:09 - Studying Drama at Loughborough
10:12 - Working with Johnny Vaughan
12:28 - The Evolution of Fighting Talk and Live Events
16:38 - Identifying the Gap: Connecting Talent and Fans
17:52 - Building Underground Fan Club: The First Event
20:32 - The Importance of Authentic Experiences
22:21 - Navigating Brand Partnerships
26:13 - Finding the Right Brand Partners
28:05 - Balancing Involvement in Events
32:29 - The Challenges of Running a Business

Charlie’s Book Recommendations are:

Careless People - Sarah Wynn-Williams
Shoe Dog – Phil Knight
Losing my Virginity – Richard Branson

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164: Jo Living on how poker can make you better at business

Giles Edwards — Fri, 20 Jun 2025 04:05:00 +0000

This week we kept shouting things like HIT ME! TWIST! GO FISH! WHAT’S A SPADE? In order to win the professional attention, and personal sympathy, of Jo Living – founder of ‘poker for business’ consultancy Aces High.

Having noticed that poker was less about bluff and bravado and more about strategy, empathy and teamwork, Jo realised it could be the perfect game for teaching people how to make smarter business decisions. From there she went on to run workshops teaching everything from communication and negotiation, to assertiveness and risk management, all done eye-to-eye through what she calls the ‘contact’ sport of poker.

It’s an episode where we try very hard not to say things about ‘laying the cards on the table’ (but probably won’t succeed) covering everything from the real-world value of a poker face to the power of a timely pause.

This episode is proudly dedicated to Adam Living.

Follow Jo on LinkedIn.

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Timestamps

07:33 - Investment Banking Experience
10:32 - Quarter Life Crisis
15:47 - The Poker Environment
18:15 - Poker as a Game of Strategy
19:50 - Women in Poker
22:39 - Parallels Between Poker and Business
26:02 - Skills Developed Through Poker
29:02 - The Power of the Pause
31:37 - Identifying Leadership Traits
37:13 - Getting More Women at the Table
39:12 - Subtle Tells for Leadership

Jo’s Book Recommendations are:

Thinking in Bets by Annie Duke

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163: Karen Dobres on a game-changing approach to women’s football

Giles Edwards — Fri, 16 May 2025 04:05:00 +0000

This week we donned a smelly neon bib, distributed some tiny cones and shouted things like ‘THAT’S NEVER A PEN’ all in order to win the attention of Karen Dobres, one of the sporting world’s most genuine game changers.

Advocating for equal budgets, facilities and recognition in women’s sport with all the tenacity of a crunching, shin-pad obliterating tackle, Karen is the co-founder of Equality FC and the Sistership Network. Her new book, soon to hit the shops, is called Pitch Invasion and tells the tale of her experiences as a feminist on the board of Lewes FC, the world’s first (hurray) and only (boo) equal football club. And, with all the creative energy of a box-to-box midfield dynamo, she’s also helped establish the #CallHimOut initiative, has served as a judge on the UN Women UK Awards, managed a counselling service at Polygram Records and, just because she could, helped arrange the installation of a statue celebrating bisexual female pirates.

It’s an episode where we chatter ‘in and around’ all things relating to her hopes for women’s sport, the impact of equality on crowds and culture and the value of being an outsider.

This episode is proudly dedicated to Marios Christos Sfantos

Follow Karen on LinkedIn.

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Timestamps

06:10 - From Journalism Aspirations to Modelling
08:45 - Transitioning to Counselling and Music Industry
12:40 - Discovering Women's Football
15:31 - Feminizing the Football Environment at Lewis FC
18:14 - Impact of Equality on Crowds and Culture
24:48 - Challenges Faced by Women in Football
27:25 - Creating a Supportive Community through Football
30:37 - Football as a Vehicle for Social Change
32:06 - The Value of Being an Outsider in Football
34:15 - Pitch Invasion: Karen's Book

Karen's Book Recommendations are:

A Room of One's Own by Virginia Woolf
Why Men Win at Work by Jill Whitty Collins

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162: Howard Ibach on why better briefs breed better results.

Giles Edwards — Fri, 02 May 2025 04:05:00 +0000

This week we kept on adding more and more and more irrelevant attachments to our so-called brief, in order to earn ourselves a swift rebuke from the marketing world’s Brief Batman – Howard Ibach.

Inventor of the Creative Brief Mastery program, Howard is on a mission to make marketing briefs more meaningful. An advocate for clear thinking, proper collaboration and the single minded-proposition, Howard has been helping marketers all over the world put their bad briefing habits to bed (and then press a pillow over their drooling faces). He’s also an instructor at the Association of National Advertisers’ Marketing Training and Development Centre, the author of the brilliant ‘How To Write An Inspired Brief’ and host of the ‘Brief Bros’ podcast – confirming his undisputed status as the industry’s beefiest brief brain.

In this episode, Howard will pick the art of briefing down to its rickety bones, sharing his invaluable expertise on what the perfect brief should say, be and do.

This episode is proudly dedicated to Tom Jordan.

Follow Howard on LinkedIn.

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Timestamps

03:45 - Lessons from Stonemasonry
06:14 - Path to Writing and Advertising
08:36 - The Influence of Advertising on Howard
12:29 - The Importance of a Good Brief
16:12 - Issues with Copying Client Briefs
19:49 - The Disconnect Between Clients and Agencies
24:24 - Collaboration in Brief Writing
32:13 - Commonalities in Effective Briefs
46:02 - Banishment of Purpose Advertising

Howards Book Recommendations are:

Chew with Your Mind Open by Cameron Day
Spittin' Chiclets by Cameron Day
Stones & Sticks by Cameron Day

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161: Adam Ferrier on why listening to your customers can be bad for your brand

Giles Edwards — Fri, 18 Apr 2025 04:05:00 +0000

This week we have been exclusively watching 'Magic Mike', shaking a Magic 8-Ball and listening to '24k Magic' by Bruno Mars (which is just awful) in order to win the slightly nervous attention of Adam Ferrier, founder of Thinkerbell; the thinkers, tinkers and practitioners of ‘measured magic’.

A psychology brain sat on top of some sturdy strategy bones, Adam is a rare voice of reason in the largely barmy brand world – as well as being the chief sceptic when it comes to the industry obsession with ‘the customer’. He’s also the author of more superb books, including ‘The Advertising effect: How to Change Behaviour’ and supplements all this talk-talking with some serious walk-walking through his work that brings marketing science and creative thinking together.

In this episode Adam shares his expertise on brands who forget how to be brands, why every business problem is a behaviour change problem and the forgotten benefits of simply fitting in.

This episode is very proudly dedicated to Anne Young.

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Follow Adam on LinkedIn

Timestamps

09:16 - The impact of D&AD annuals on Adam's career choice
11:19 - Transition from forensic psychology to marketing
16:12 - The perils of customer obsession
22:57 - Balancing brand and customer needs
25:11 - The importance of consumer research

Adam’s Book Recommendations are:

Stop Listening to Your Customers by Adam Ferrier:
The Advertising Effect: How to Change Behaviour by Adam Ferrier:
Love's Executioner and Other Tales of Psychotherapy by Irvin Yalom:
Existential Psychotherapy by Irvin Yalom:
Here and Now: Tales from the Heart by Irvin Yalom:

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160: Shane Stewart on how to build brands with fizz

Giles Edwards — Fri, 28 Mar 2025 05:05:00 +0000

This week we went around slurping muddy water from puddles in order to win the sympathy of Shane Stewart – brand man, running man and fizzy drink saviour.

Chief brand brain at XOXO soda, Shane has built his career around launching and marketing drinks that do good stuff for your innards, while looking extremely cool on your outtards. Before shaking up the canned drink business with XOXO he helped create a large and loyal community of slurpers for Moju, a ginger and turmeric shot that’s a bit like unleashing a troop of helpfully energetic monkeys inside your tired old brain. And, as well as bringing better branded bubbly beverages to Britain and beyond, he’s even found the time to launch Step by Steppers, a marvellous running club designed to help people dealing with grief to feel less alone.

This episode is very proudly dedicated to his Dad.

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Follow Shane on LinkedIn and Instagram
Step by Steppers Run Club

Timestamps

03:14 - Shane's Early Career in Hospitality
05:08 - Cultural Significance of Pubs in the UK
07:29 - Importance of University Experience Over Degree Choice
08:50 - Shane's Interest in Brands and Marketing
10:57 - Shane's Time in Australia and Farm Work Experience
13:04 - Transition from Hospitality to Marketing
14:40 - Working at Northern Block Ice Cream
16:05 - Joining Moju and Creative Job Application
18:22 - Continuous Learning and Mini MBA
20:19 - Transition to XOXO Soda
23:37 - Challenges and Opportunities in the Functional Soda Market
25:21 - Product Range and Flavor Development at XOXO
29:27 - Psychological Aspects of Product Taste and Health Benefits
31:12 - Listener Questions: Startups vs. Big Brands
34:47 - Listener Questions: Convincing Retailers to Stock Products
39:42 - Introduction to Step by Stepper Run Club

Shane's Book Recommendation is:
The Chimp Paradox - Prof Steve Peters

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159: Alex Smith on the battle to make business strategy better

Giles Edwards — Fri, 14 Mar 2025 05:05:00 +0000

This week we positioned our most powerful fan at the rear end of a corpulent bull in hopes of snaring the attention of legendary bullshit fighter, Alex Smith

A strategist who’s set himself the mountainous task of extracting all the nonsense from business strategy, Alex is very much a breath of a fresh air in a field that can, at its worst, smell a lot like somebody’s done a poo… on a dead crab… in the drains of an abandoned laundrette… and then set it on fire. He is the author of a bestselling book on strategy, titled, with Alex’s typical disregard for fluff, No Bullshit Strategy. In those pages – and through Alex’s wildly popular LinkedIn posts – he makes a compelling case for businesses to look more closely at the decisions they make and wheedle out the ‘anti-strategic’ ones that are causing 99% of all pickles. So, in true Alex fashion, we probably could have just said something like ‘he helps businesses get stuff right, more of the time’ instead of all that nonsense about the crab and the laundrette. Ah well.

This episode is dedicated to Alex’s wife who is the engine and foundation underneath everything.

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Follow Alex on LinkedIn.

Timestamps:
(03:26) - First Jobs and Failures
(06:19) - Reflections on Being Fired
(08:53) - Finding the Right Fit
(10:46) - The Challenge of Entering Advertising
(12:24) - Polishing the Pig: Agency Work
(15:36) - The Importance of Unique Value
(19:08) - Theory vs. Practice in Strategy
(20:26) - Defining Business Strategy
(22:03) - Value Generation in Business
(24:16) - The Role of Communication
(28:04) - The Hierarchy of Business Strategy
(30:28) - The Role of Founders in Strategy
(32:10) - Navigating Corporate Structures
(36:15) - The Myth of the Legendary Founder
(40:05) - Mediocrity vs. Strategy
(42:58) - Learning from Established Brands
(45:11) - Applying Strategy to Personal Business
(47:30) - The Shift from Freelancer to Entrepreneur

Alex's Book Recommendations are:
Zero to One by Peter Thiel
Incerto Series by Nassim Taleb
Elon Musk by Walter Isaacson
Steve Jobs by Walter Isaacson
The Matter with Things by Ian McGilchrist

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158: Paul Dervan on a marketing future that embraces mistakes and machines

Giles Edwards — Fri, 28 Feb 2025 05:05:00 +0000

This week we released AI from the punishment cupboard in which we’ve been keeping it in order to win the approval of author, marketing super-brain and AI believer Paul Dervan.

As the Head of Brand Marketing at Miro, Paul has been busy bolstering his reputation as one of the industry’s smartiest pant-wearers when it comes to marketing effectiveness. Miro is just the latest stop in a marketing career you could only possibly describe as both distinguished and glittering (glittinguished?) and has seen Paul tackle the marketing challenges on behalf of everyone from O2 to Telefonica to the National Lottery in Ireland (scooping, along the way, the title of Ireland’s Marketer of the Year in 2022.) He’s also the author of Run With The Foxes, a superb book about marketing, mistakes and making much better decisions.

This episode is very proudly dedicated to Peter Field. Peter has had a huge influence on Paul’s career both as a mentor and advisor.

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Follow Paul on LinkedIn.

Timestamps:
03:45 - First Job and Proper Job
05:10 - Early Career in Marketing
07:34 - Career Path and Focus
09:30 - Paul's Sweet Spot in Marketing
11:00 - Writing the Book: Run with Foxes
13:27 - Learning from Mistakes
15:51 - Mistakes and AI in Marketing
18:08 - Decision-Making Process
20:40 - Classical vs. Modern Marketing
22:22 - AI's Impact on Marketing
25:06 - Practical Applications of AI
30:05 - Advanced Uses of AI
33:08 - Synthetic Research
34:28 - Skepticism vs. Cynicism
36:42 - Curiosity and Experimentation
39:27 - Admitting Mistakes
43:27 - Listener Questions: Embedding Chapter One

Paul's Book Recommendations are:
Ogilvy on Advertising – David Ogilvy
The Anatomy of Humbug – Paul Feldwick
Decoded: The Science Behind Why We Buy – Phil Barden

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157: Patrick Freyne is here to save us from a Productive life

Giles Edwards — Fri, 07 Feb 2025 05:05:00 +0000

This week we shredded our vision board and fed it to some ornamental carp, purely to win the approval of author, critic and quite possibly the world first demotivational speaker, Patrick Freyne.

Before becoming the enormously popular columnist and critic for the Irish Times, Patrick spent his 20s chasing the rock star dream. But while the life of big hair, hard drugs and tight trousers wasn’t to be, it did give Patrick the time and space required to be one of the creative world’s leading authors, thinkers and sense-talkers. His book ‘Ok, Let’s Do Your Stupid Idea’ is a glorious celebration of curiosity, experimentation and letting your heart lead the way. And now he’s on a mission to dismantle the cult of ‘Big P’ productivity and remind people that ‘maximising your potential’ is a poor substitute for living your life.

This episode is dedicated to Patrick’s wife Anna Carey, who has been his biggest influence. She also has an amazing funny romance fiction book coming out later this year called Our Song.

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Follow Patrick on X and Bluesky

Timestamps:
01:32 - The Concept of Demotivational Speaking
07:36 - Patrick's Early Jobs and Musical Aspirations
09:08 - The Influence of Music on Patrick's Life
12:04 - The Importance of Curiosity in Career Paths
15:18 - Exploring the Idea of 'Stupid Ideas'
17:14 - The Impact of Burnout and Productivity Culture
20:40 - Finding Peace in Accepting Average Productivity
22:37 - Cultural Expectations and Work-Life Balance
25:31 - The Role of Technology in Productivity Anxiety
30:17 - The Dangers of Measurable Metrics
32:03 - Writing Techniques and Approaches
36:30 - The Importance of Rhythm in Writing
39:01 - Listener Questions: Generational Perspectives on Productivity
42:57 - Antidotes to Hustle Culture and Finding Balance
45:27 - Final Thoughts on Productivity and Well-Being

Patrick's Book Recommendations are:
The Fourth Time We Drowned – Sally Hayden
Commonwealth – Anne Patchett
A Visit from Lagoon Squad – Jennifer Egan

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156: Tom Fishburne on why the best marketers are the ones who can laugh at themselves

Giles Edwards — Fri, 24 Jan 2025 05:05:00 +0000

This week we deliberately trapped ourselves in a cartoon like the dude from A-Ha in order to cross paths with marketing’s MirthMaster 3000, Tom Fishburne aka The Marketoonist.

Apart from your CEO accidentally getting trapped in his own futuristic private bathroom over the bank holiday weekend, the funniest stuff in marketing usually comes from Tom’s brain. The comic genius behind The Marketoonist, Tom has been skewering this highly skewerable business for years – giving a reassuring chuckle to millions of marketers along the way. As well as being a famous side-splitter he’s also an expert eye-opener, with his Marketoonist agency having persuaded mega brands like Google, Microsoft and even LinkedIn of the value of having (and giving) a laugh. And, in his bid to remove the ‘po’ from the face of marketing, he also shares his wit and wisdom as one of the industry’s most in-demand keynote speakers.

This episode is dedicated to David and Claire Hyatt from Wales, as without these two Tom’s cartooning may never have transitioned from hobby to work.

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Follow Tom on LinkedIn.
Tom Fishburne's website here.
The Marketoonist website here.

Timestamps:
02:14 - Quick Fire Questions with Tom Fishburne
03:21 - Tom's Career Journey: From English Major to Cartoonist
07:00 - Early Influences and Inspirations
08:42 - Observations and Humour in Prague
10:09 - First Office Cartoons and Their Impact
13:49 - Humour in Marketing and Business
17:55 - Finding Material for Cartoons
19:06 - The Role of Humour in Serious Topics
23:21 - Can Any Brand Embrace Humour?
25:18 - Humour During the COVID-19 Pandemic
27:50 - Variety of Brands Tom Has Worked With
29:54 - Consistency of Human Nature in Humour
30:41 - Listener Questions: Balancing Satirical Humour
33:28 - Digital Transformation and Industry Jargon
35:07 - Listener Questions: AI and Humour
38:07 - Listener Questions: Humour Category at Cannes
39:38 - Listener Questions: AI vs. Human Comedians
42:26 - Four Pertinent Poses: Advice to Younger Self
43:23 - Four Pertinent Poses: Banish One Thing from the Industry

Tom's Book Recommendations are:
Orbiting the Giant Hairball – Gordon MacKenzie
School is Hell – Matt Groening

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155: The mightiness of mininess with Gus Co-Founders Spencer LaVallee and Graham Douglas

Giles Edwards — Fri, 10 Jan 2025 05:05:00 +0000

This week we shrank ourselves down to Dennis-Quaid-in-Inner-Space micro proportions to catch Spencer LaVallee and Graham Douglas, the co-founders of mega-successful micro creative agency Gus.

Spencer and Graham lead a creative crew leaner than a wildebeest that got banished from its herd last Tuesday for repeatedly messing around. But size means little when you have big ideas, and the agency regularly rubs shoulders with the behemoths of the ad and marketing world when it comes to gongs and glory. From Gus being named Ad Age Small Agency of the Year, to their campaigns winning top honours at the likes of Cannes, Forbes and the New York Film Festival, Spencer and Graham are a testament that brains can beat brawn in this industry. Especially when those brains are inside the heads of a couple of fellas who’ve had such an interesting journey through it.

This episode is dedicated to all the small but mighty creative agencies out there proving that size doesn't limit impact.

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Follow GUS on LinkedIn
Visit their website here.

Timestamps:
(01:54) - Quick Fire Questions with Spencer & Graham
(03:26) - Graham & Spencer’s Career Journey
(10:35) - Spencer's Inspiration from an Outdoor Ad
(12:08) - Working at Campfire and True Blood Campaign
(15:54) - Graham & Spencer's Partnership and Founding of Gus
(18:56) - Strategy and Creativity Silos in Agencies and Clients
(20:32) - The Importance of Singular Creative Statements
(22:33) - The Mural Test for Brand Platforms
(24:56) - Internal vs. External Brand Positioning
(26:36) - The Role of Simplicity in Branding
(28:05) - Optimism About AI in Creativity
(30:01) - The Threat of AI in Strategy and Research
(32:29) - Staying Small on Purpose
(36:18) - The Changing Shape of Agencies
(42:18) - The Gus Grid and Creative Strategy
(43:13) - Breaking Norms with Back Market Campaign
(44:48) - Four Pertinent Poses: Advice to Younger Self
(47:59) - Banish One Thing from the Industry: Lack of Mentorship

Spencer and Graham's Book Recommendations are:
Tomorrow and Tomorrow and Tomorrow by Gabrielle Zevin
The Artists Way by Julia Cameron
Essentialism by Greg McKeown

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154: Moira Creedon on why marketers must learn to love the language of finance

Giles Edwards — Fri, 13 Dec 2024 05:05:00 +0000

This week we stopped writing 80085 on our pocket calculator and started doing proper sums in order to catch the mathematical eye of one of the world’s leading financial and marketing thinkers, Moira Creedon.

If there’s a fancy, famous and highly respected teaching institute in the world, then Moira has almost certainly been there, sharing the stuff in her enormous brain with students, leaders and top businesses. From Fontainebleau to UCC and the IMI – not to mention the legendary Mark Ritson Mini MBA – Moira has taught at them all, passing on her knowledge and experience as one of the world’s leading financial strategists. Also, as well as being multi-brilliant and multi-nice, she’s multi-lingual and often delivers her talks and lectures in English, Spanish, French and German.

This episode is proudly dedicated to the late and great Gail Gunderson.

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Follow Moira on LinkedIn
Visit her website here.

Timestamps:
(02:19) - Quick fire Questions:
(05:47) - Moira's Career Path: Early Jobs and Experiences
(09:51) - First Proper Job: General Motors
(12:02) - Moira's Extensive Travel Experience
(17:16) - Marketing and Finance: Bridging the Gap
(19:12) - Understanding the Language of Finance
(23:43) - Career Management for Marketers
(25:50) - The Role of CMOs in Organisations
(28:18) - Low Margin Industries and Marketing Budgets
(32:04) - Cultural Differences in High vs. Low Margin Companies
(35:00) - Jaguar's Marketing Strategy Discussion
(39:51) - Perception of Marketing in the C-Suite
(41:06) - Finance's View of Marketing as a Cost Centre
(44:33) - Finance and Marketing Decision-Making
(46:54) - The Role of Finance in Modern Business

Moira’s Book Recommendation is:
The ascent of money by Neil Ferguson

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153: Peter Weinberg on humans, AI and a creative future for B2B

Giles Edwards — Fri, 29 Nov 2024 05:05:00 +0000

This week we strapped on a Motorola pager and stole a briefcase off our dad in order to look businessy enough to chat to the Batman of the B2B world, LinkedIn legend and co-founder of Evidenza, Peter Weinberg.

Peter Weinberg has effectively grabbed B2B marketing by the ankles and dragged it out of the dull and dreary hole into which it had buried its head. World famous for his time in charge of the game-changing B2B institute at LinkedIn – alongside his pal Jon Lombardo – Peter is now the extraordinary human brains behind AI powered research platform Evidenza, where he continues to be a champion for the kind of B2B that’s never bland.

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Follow Peter on LinkedIn
Here’s his website
Here is Rory Sutherland Eurostar TED Talk

Timestamps
(02:37) - Quickfire Questions
(03:34) - Peter's Career Path
(06:36) - Transition to Advertising
(11:22) - The B2B Institute at LinkedIn
(15:50) - Pivotal Moments in B2B Marketing
(17:37) - Contrarian Views in Marketing
(19:05) - The Role of Synthetic Data
(24:32) - Launching Evidenza
(30:50) - Validating Synthetic Research
(34:13) - Scepticism Towards AI in Marketing
(40:15) - AI and Advertising Effectiveness
(45:45) - Using AI for Strategic Planning

Peter’s Book Recommendations are:
Diamond Age by Neal Stephenson
How Brands Grow by Bryon Sharp
Building Distinctive Brand Assets by Jenni Romaniuk
How Not To Plan – Les Binet & Sarah Carter
Antifragile by Nassim Taleb
The Elephant In The Brain by Kevin Simler & Robin Hanson

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152: Ally Owen on why a more diverse creative industry is better for everyone

Giles Edwards — Fri, 15 Nov 2024 05:30:00 +0000

This week we very tentatively clambered on top of our desks to bellow ‘Oh Captain, my Captain’ to the most inspirational educator in advertising, Ally Owen.

The brains behind one ad-lands most invaluable teaching programmes, Brixton Finishing School, Ally has done more than literally anyone to help young, multicultural and neurodiverse creatives find a way into advertising – kickstarting hundreds and hundreds of creative careers, while most big agencies were sat fiddling with the font on their DEI policy PowerPoints. For most people, transforming all those lives would have been enough – but Ally has also gone on to launch ADcademy, a free virtual programme that provides 2,500 students a year with top-class creative training. Ally is also one of the brains behind Visible Start, an incredible program designed to help women over 45 to re-enter the workforce. So, in a nutshell, just imagine what a huge stinky poo-fire the creative industries would be without her.

In this episode we ponder everything from the real value of diversity and inclusion in all kinds of business, the financial and emotional hurdles she helps young creatives navigate at Brixton and how a Friday-night shift at Portsmouth McDonald's gave her the skills of a UN negotiator.

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Follow Ally on LinkedIn
Visit the Brixton Finishing School website or follow them on Instagram
Head to Career Adventures where tomorrow’s creatives are being inspired

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Timestamps
(04:10) - From Selling Shoes to McDonald's: The Early Gigs
(06:49) - The Skills of a UN negotiator: Friday night in McDonald's Portsmouth
(09:23) - The Great Escape to University
(10:56) - From Pharaohs to Advertising and the House of Stolen Things
(13:39) - Pure Luck or Destiny, The Path to Advertising?
(15:22) - A Relentless Career Pursuit
(18:04) - Setting out to make things better with Brixton Finishing School
(24:13) - Building a Bridge into Advertising
(28:04) - Office Etiquette, Don’t Microwave Fish
(31:36) - How to Support Brixton Finishing School
(33:07) - The Finishing School Foundation: Practical Help for the NEET
(41:19) - Four Pertinent Poses
(45:45) - Honouring Carol Tully

Ally’s book recommendation is:
Eleanor Oliphant is Completely Fine by Gail Honeyman.

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151: Christian Edwards on sharing life with a creative alter-ego

Giles Edwards — Fri, 01 Nov 2024 05:31:00 +0000

This week we pulled on our most dramatic tights and tried not to mumble our lines in order to catch the attention of one of the theatre world’s most charismatic – and mischievous – characters, Christian Edwards.

The comedy genius behind one of Twitter’s greatest spoofs – the mysterious West End Producer – Christian eventually pulled back the curtain to reveal, with glorious theatrically, that it was him all along. And this is entirely typical of a man whose creative adventures, and commitment to putting on a show, encompass writing regularly for The Stage and starring in sell-out shows in both the West End and Edinburgh Fringe. Like a nonchalant spoon, he has never been afraid to cause a stir, and while that may have knocked the occasional nose out of joint, he has amassed a cult following and a well-earned reputation for being one of theatre-lands wittiest wags.

As well as re-living his starring role in that big, weird show we used to call Twitter, we chat about the life – and challenges – of a professional actor, what the future holds for both Christian and his West End Producer, and hear a magnificent yarn about the time he ran into an ex-fiancée dressed as a giant cigarette.

Discover the homepage of the latex mask
The Twitter account that launched the star
View West End Producer’s snaps on Instagram
Follow Christian Edwards (the real one) on Instagram
Follow the real Christian Edwards on X

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Timestamps
(02:15) - Early Jobs and Humorous Experiences
(05:06) - First Proper Acting Role: A Journey Begins
(06:05) - Discovering a Passion for Acting
(08:41) - The Challenges of Early Acting Roles
(10:08) - The Variety of In-Between Jobs
(12:10) - Lessons from Early Jobs in Acting
(14:09) - The Birth of the West End Producer Persona
(18:31) - The Rise of West End Producer on Twitter
(20:31) - Validation and Identity: Christian vs. West End Producer
(23:30) - The Evolution of the West End Producer Character
(25:51) - Impact on the Theatre Industry
(30:06) - The Importance of Mental Health Advocacy
(32:22) - Unmasking: The Transition from West End Producer
(35:21) - Future Projects and Creative Outlets
(41:21) – Listener Questions
(53:00) – Four Pertinent Posers

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Christians Book Recommendations are:
Ultra-Processed People: Why Do We All Eat Stuff That Isn’t Food … and Why Can’t We Stop? by Chris van Tulleken
Year of the King by Anthony Sher
Lost Connections: Uncovering the Real Causes of Depression – and the Unexpected Solutions by Johann Hari
Everything You Always Wanted to Know About Acting (But Were Afraid to Ask, Dear) by West End Producer
Everything You Always Wanted to Know About Going to the Theatre (But Were Too Sloshed to Ask, Dear) by West End Producer

150: Mark Denton on why true creatives only get better with age

Giles Edwards — Fri, 18 Oct 2024 04:05:00 +0000

This week we deliberately kept standing on rakes and getting repeatedly thwacked in the face in order to lure out the king of creative nonsense, Mr Mark Denton esq.

The creative hero that advertising needs, but doesn’t entirely deserve, Mark Denton is the once-in-many-lifetimes imagination behind more than 500 commercials – scooping up so many awards he could spend all day throwing them at passing canoeists and still have armfuls to spare. With even the biggest creative industry on the planet unable to entirely hold Mark’s interest, he’s flitted magnificently between the worlds of art, fashion and furniture design – Dentonising each field to glorious effect. Currently chief of COY! Communications, Mark is surgically re-implanting advertising’s forgotten sense of fun, and putting the ‘big idea’ back on the table.

Teetering gloriously at the edge of what he calls ‘old geezership’, Mark has a lifetime of stories, adventures and quadruple-strength whimsy to impart – covering everything from stumbling into advertising, why he’s embracing new creative spaces and his famous experiment as a 65-year-old intern.

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Visit Mark Denton's Website
Dig through Dave Dye’s Mark Denton Archive
Follow Mark on Instagram
Connect with Mark on LinkedIn
Mark’s first ever TV ad for Cadbury’s Cream Eggs
Mark’s scamp for Samsung car batteries
A showcase of Mark’s work in his interview with the peerless Dave Dye
A tribute to his dedication, and former boss Norman Icke (creator of the Milk Tray man), Cadbury’s Fruit and Nut Case advert:

Timestamps
(03:55) - Mark Meets Duncan
(07:00) - Family Background and Career Choices
(09:15) - First Job and Sneaking in Creative Ideas
(12:25) - The Cadbury's Cream Eggs Breakthrough
(18:10) - Adapting to Different Agency Styles
(23:30) - Interning at St. Luke's
(30:00) - The Role of Process in Agencies
(32:00) - The Decline of Quirkiness in Advertising
(35:00) - The Need for Entertainment in Ads
(37:00) - The Creative Fulfilment in the Ads Your Working On
(39:00) - Encouraging Young Creatives
(40:30) - Visual Posters Make Great Ads
(43:00) - Encouraging Enthusiasm in Advertising
(46:00) - Allowing Creatives to be Creative
(49:00) - Conclusion and Reflection on Change
(51:00) - Getting his head round TikTok
(57:10) - Listener questions
(01:01:25) - 4 pertinent posers

Mark's book recommendations are:
How to Win Friends and Influence People by Dale Carnegie
Unleash the Power of Puerility by Mark Denton

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149: Dave Dye on the philosophy behind creating ads people actually enjoy

Giles Edwards — Fri, 20 Sep 2024 04:05:00 +0000

This week we just kept on making the logo bigger and bigger (and bigger) until we caught the despairing eye of legendary art director, author and, let’s face it, visual Jesus, Mr Dave Dye.

The art director’s art director, Dave is the architect of some of the coolest advertising you’ve ever seen – with a hit-list of iconic ads for everyone from Adidas to Volkswagen to The Economist. He’s also a champion for advertising with more wit and brains, expertly rummaging back through some forgotten ad masterpieces via his wildly popular blog and podcast, Stuff From The Loft. Finally, he’s the co-author of the excellent The Howard Gossage Show, a book created with another friend of CTA, Steve Harrison.

A guest so entertaining we genuinely forgot there was a running time, Dave shares the stories behind his most memorable campaigns, the lessons we can all learn from past masters, a philosophy that’s all about making ads people enjoy and his optimism for the creative future of the industry.

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Rummage around Dave's Stuff from the Loft

Timestamps
(05:00) - From Paperboy to Trying to Get a Job in Advertising

(08:04) - Creating His Own Ads

(10:25) - Changing the Approach to Cover Letters

(12:33) - Getting Interviews and a Foot in the Door

(20:03) - Being Bold and Distinct in Job Applications

(25:27) – Optimism and Naivety in Advertising

(30:02) - Challenges of Working with Established Brands

(31:18) - The Potential of Digital Advertising

(34:47) - The Origins of Stuff From The Loft

(36:58) - The Purpose of Archiving Work

(40:12) - Transitioning to a Public Archive

(43:10) - Accidental Evolution into Podcasting

(56:50) – Listener Questions

Dave's book recommendations are:
A Self-Help Guide for Copywriters by Dan Nelken
The Howard Gossage Show by Steve Harrison & Dave Dye

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148: Dan Nelken on copywriting confidence, creatively winging it and not giving a forklift

Giles Edwards — Fri, 06 Sep 2024 04:05:00 +0000

This week, we got into a thumb-war-to-the-death with our inner critic in order to lure over legendary copywriter, speaker, coach, author and all-round good Canada goose egg Dan Nelken.

The alphabetical genius behind the bestselling Self Help Guide for Copywriters, and his 5-star online course ‘Writing Under Pressure’, Dan has made it his mission to rescue writers and brands all over the world from the malign influence of the dreaded inner critic – a character that Dan describes, with characteristic politeness, as a ‘ding dong’.

The true Canadian king of creativity (shut your face Reynolds) Dan chats to CTA about the importance of creating stuff that’s just for you, the long-game of any creative career, how to gain and maintain creative confidence, and of course his own grapplings with an inner critic he calls Alan.

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Follow Dan on LinkedIn
Visit Dan’s site
Jerry Seinfeld's interview with Tim Ferriss, the interview every creative should watch

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Timestamps
(02:05) - Quick Fire Questions
(04:05) - Dan's Early Jobs
(04:53) - From Forklift Truck Driver to Copywriter
(06:45) - Finding His Path into Copywriting
(08:36) - First Copywriting Gig at Cosset and Breaking through with McDonald's
(12:02) - Value of Getting Lost
(13:21) - The inspiration behind “Writing Under Pressure”
(17:59) - Creating a Course On Writing Headlines
(21:03) - Response to the Book
(22:40) - Maintaining Creative Confidence
(24:09) - Confronting Your Inner Critic
(26:07) - Structure in Creativity
(29:07) - Creativity Closer to Math(s) than Magic
(31:04) - Importance of Structure in Creativity
(32:39) - Most Creatives Hate Brainstorming
(36:57) - Naming Alan, the Inner Critic
(39:21) - The Joy of Creating for Yourself
(42:46) - Impact of Creating on Social Media
(43:40) - Audience Questions
(48:20) - Four Pertinent Posers

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Dan's book recommendations are:
A Self-Help Guide for Copywriters by Dan Nelken
Hey Whipple, Squeeze This by Luke Sullivan
Mind Management, Not Time Management by David Kadavy

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147: Kevin Chesters on Shambles to Success via Strategy, Creativity and Muddy Fields

Giles Edwards — Fri, 23 Aug 2024 04:05:00 +0000

This week, we went fishing in a Levi’s Creek to catch TED speaker, co-author of ‘The Creative Nudge’ and enthusiasm enthusiast, Kevin Chesters.

His Twitter bio says he’s a “tall bald bloke from Penzance”. And whilst that might be true, it does rather undersell the fact that perched atop that tall body, and in that bald bonce, are some serious smarts.

For Kevin is a Chief Strategy Officer, formerly strategy head at Ogilvy, Wieden + Kennedy, Saatchi, Dentsu, with a client-side cameo at BT, a visiting lecturer in creativity at several universities, a TEDx speaker, co-author of ‘The Creative Nudge’ and an absolute advocate for walking in stupid and talking in smarts.

We discuss his journey from his beginning ~~manning~~ boying a vegetable stall, flirting with journalism, getting past ‘A’ in the careers dictionary, the importance of fostering creativity in all fields (including muddy ones), executional skill, breaking category norms, sifting through the interesting to find useful, enthusiasm, neurodiversity, walking in stupid, finding the world endlessly fascintating, big agencies, little agencies and so much more.

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Kevin’s website
Follow Kevin on LinkedIn
Here’s his book, co-written with the brilliant Mick Mahoney
His TED Talk
Levi’s – Creek by BBH, 1993

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Timestamps
(03:17) - Kevin's early jobs and first steps in the advertising industry
(07:34) - His initial lack of interest in advertising and his pivot from journalism
(10:04) - The impact of iconic ads like Levi's Creek on Kevin's career
(19:04) - The value of diverse experiences in building a successful career
(23:03) - Defining creativity and its importance in business and life
(27:37) - Breaking category norms
(31:06) - The concept of bravery in marketing
(34:42) - Bringing Fresh Perspectives to Meetings
(36:38) - Practical tips for fostering creativity in the workplace
(45:05) - Listener questions including Mark Earls about the role of enthusiasm
(47:08) - The impact of neurodiversity on Kevin's approach to strategy

Kevin’s book recommendations are:
The Creative Nudge: Simple Steps to help you think differently by Kevin Chesters and Mick Mahoney
The Victorian Internet by Tom Standage
Legacy by James Kerr
An Astronaut's Guide to Life on Earth by Chris Hadfield
The Rebuilders by Sara Tate & Anna Vogt (Sara’s appearance on Call to Action® https://gasp.agency/media/call-to-action/sara-tate)

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146: Why Brand Matters More Than Ever in B2B Marketing with the Marvellous Mimi Turner of the B2B Institute at LinkedIn

Giles Edwards — Fri, 09 Aug 2024 04:05:00 +0000

This week we got out our thesaurus and sent a proper professional-sounding connection request to snag the attention of Mimi Turner, Head of LinkedIn’s B2B institute for EMEA and Latin America.

With more strategic know-how in her little finger than a yurt-load of gurus, Mimi has worked as Director of Strategy, Messaging and Research for The Liberal Democrats and Marketing Director for Lad Bible, before moving to her current role at LinkedIn where she champions brand as a key growth driver for B2B businesses.

One of B2B’s biggest brains and boldest bullshit busters, Mimi shares her thoughts on the ancient origins of strategic thinking, journalism’s tendency toward self-harm, the common mistakes B2B marketers keep on making and why B2B is just one big game of hide and seek.

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Follow Mimi on LinkedIn
Read Mimi and Jann Schwarz's eye-opening research The real job of B2B Marketing is to give the Buyer Group permission to agree
Tune in to Mimi's Nudgestock 2023 talk Every Product Needs a Promise

Timestamps
(02:23) - Quick Fire Questions
(07:14) - Mimi’s Early Career
(08:43) - The early days as a student journalist
(10:52) - The world’s worst chambermaid
(12:09) - Sequencing operations in Burger King
(15:48) - Hospitality Skills in Marketing: Leaders should be waiters
(21:35) - Mimi’s route into marketing
(24:50) - Playing to win and solve the strategic problems
(29:31) - B2B marketing: The challenger to B2C marketing
(32:29) - Joining the B2B Institute at LinkedIn
(33:55) - Who is making the decisions in B2B buying
(37:03) - In B2B Brand is a decision insurance
(46:03) - This quarter’s sales will be won or lost on brand
(49:26) - Target B2B’s hidden buyers
(57:16) - Advice for CMO’s fighting for investment
(01:01:46) - Target your customers, go after the buying group
(01:04:43) - Differentiation and distinctiveness: The job of creativity in B2B brands
(01:11:23) - Pertinent posers

Mimi's book recommendations are:
The Penguin Book of Modern Speeches by Brian MacArthur

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144: [BEST OF] Building a culture of creativity with ex-Burger King CMO, Fernando Machado

Giles Edwards — Fri, 26 Jul 2024 04:05:00 +0000

It’s been 5 years since Call to Action® captured our first of what’s now over 140 heroes and allies from the industry front lines to have a chin-wag with. To celebrate, we’re rereleasing a choice cut of our favourite episodes as part of a ‘Best Of’ series.

Back in 2021, we posed as a jester in the throne room of the Burger Kingdom to nab one of the most influential CMOs in the industry; the mind behind the infamous Mouldy Whopper, Fernando Machado.

A global marketer with enough Lions to rival Joe Exotic, Fernando has since tucked into a few new roles, including one as CMO at Activision Blizzard. But at the time of recording, Fer was CMO at Restaurant Brands International, serving up great creative work for Burger King, Popeyes and Tim Hortons.

So, pull up to the next window and pick-up Fer’s final flame-grilled interview pre-abdicating, where we chat on his obsession with creativity, how to make the case for creativity, the role of the CMO, why Mouldy Whopper was never a risk, brand heritage, cancel culture, Bill Bernbach, Dads in Briefs and the cliff divers of Acapulco.

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Check out The One Club for Creativity
BGH Air Conditioners: Dads in Briefs

Timestamps
(02:15) - Quick fire questions
(03:39) - His early career and first job
(08:02) - Importance of creativity as a competitive advantage
(15:24) - Making the case for creativity in marketing
(20:30) - Burger King's challenger mindset and culture of creativity
(25:22) - Role of the CMO and comfort with being uncomfortable
(28:29) - Listener questions
(33:04) - 4 pertinent posers

Fernando’s book recommendations are:
Bill Bernbach's Book by Bob Levenson
The Copy Book by D&AD

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146: Why craft is crucial with copywriter Andrew Jolliffe.

Giles Edwards — Fri, 19 Jul 2024 04:05:00 +0000

This week, we tracked a trail through deserts, glaciers, coral reefs, paddy fields, palaces, the DMZ between the two Koreas and an Italian hilltop to catch a copywriter with a lifetime of wild experience behind him. Ciao, Andrew Jolliffe.

For 25 years he’s written ads, strategies, thought starters, content, manifestos and copy. Some of those have won him prizes in Cannes, Paris and New York, but more importantly, he still adores writing them. In an age where concepts cast shadows over craft, Andrew is a true craftsman.

Full of refreshingly smart observations, Andrew talks to us on his organ building apprenticeships, fireworks accidents, Princess Di’s wedding, his "3rd career" in advertising, the internet as a vending machine, an outstanding defence of proper craft, and much, much more.

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Follow Andrew on LinkedIn
Here’s his website, entirely written by his clients
A short but very award-winning film he wrote with animator Darren Price
MusiCuvia, music festival in Valcuvia, northern Italy, founded by Andrew 4 years ago
And some Jack Dee for good measure

Timestamps
(02:12) - Quick Fire Questions
(06:03) - Andrew's Early Career: Pipe Organ Builder
(11:03) - Transition to Firework Technician
(16:20) - The Cutthroat World of Fireworks
(19:53) - Transition to Advertising
(23:54) - Learning the Craft at Ogilvy
(25:09) - Understanding People from All Walks of Life
(26:14) - The Value of Real Experiences
(27:32) - The Internet as a Vending Machine
(29:59) - The Importance of Craft in Advertising
(32:22) - Consumer Intelligence and Craft
(45:00) - Advice for Aspiring Advertisers
(52:06) - Pertinent Posers

Andrew’s book recommendations are:
Atonement by Ian McEwan
Saturday by Ian McEwan
Black Dogs by Ian McEwan
The Pornographer by John McGahern
The Plot Against America by Philip Roth
The Howard Gossage Show by Steve Harrison and Dave Dye

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145: Why craft is crucial with copywriter Andrew Jolliffe.

Giles Edwards — Fri, 12 Jul 2024 04:05:00 +0000

143: [BEST OF] Why advertising MUST entertain with Paul Feldwick.

Giles Edwards — Fri, 28 Jun 2024 04:05:00 +0000

It’s been 5 years since Call to Action® captured our first of what’s now over 140 heroes and allies from the industry front lines to have a chin-wag with. To celebrate, we’re rereleasing a choice cut of our favourite episodes as part of a ‘Best Of’ series.

In 2021, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick.

The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain’s most famous brands for over 30 years.

Paul talks to us on tonnes of topics, including BMP, being the world’s worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown’s Boys, whether ads need to be "liked", Martin Boase, and a whole lot more.

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Check out his website
Follow Paul on LinkedIn
We implore you to read both of his fabulous books:
Why Does the Pedlar Sing?
Anatomy of Humbug
And here’s that famous Barclaycard ad with Rowan Atkinson

Timestamps
(01:58) - Quick fire questions
(07:20) - Paul's early career and transition to account planning
(11:24) - Importance of entertaining advertising
(17:29) - Discussion on fame in advertising
(24:35) - The history of advertising and its impact on creativity
(29:33) - The moral implications of advertising and the need for entertaining content
(35:32) - Question on creative thinking in advertising and overcoming shame for fame
(41:36) - Balancing likability and fame in advertising campaigns
(47:07) - Pertinent posers

Paul’s book recommendations are:
How Brands Grow by Byron Sharp
Building Distinctive Brand Assets by Jenni Romaniuk

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142: Building the world’s first GEN-Z copywriting community, Word Tonic, with Carolyn McMurray and Em Goodier.

Giles Edwards — Fri, 14 Jun 2024 04:05:00 +0000

This week, we ate and left no some crumbs to lure and catch GEN-Z copywriters, Carolyn McMurray and Em Goodier.

Co-founders of Word Tonic, the world’s first GEN-Z copywriting community, Carolyn and Em are hell-bent on helping and inspiring more young people to write for a living. Driven directly by young copywriters, it's a space to connect, share advice and learn from both each other and in masterclasses with the world's most noticeable brands like Disney and Google.

With over 700 GEN-Z copywriters involved, they’re growing so fast they’ve got brands reaching out to recruit fresh, emerging talent straight from the community.

We spill the tea (we’ll stop now) on embracing chaos in your career, building a community as an introvert, why research matters before a GEN-Z marketing effort, flexibility, mentorship, wanky creative directors, creating a diverse and inclusive community, short-term echo chambers, listener questions from Vikki Ross, Dave Harland, Thomas Kemeny and Andrew Boulton, boyfriend dedications, and loads more*.

*including a World Cup of GEN-Z words designed solely to get Giles to say “yeet”, “bussin”, and “vibe check”.

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Follow Word Tonic on Instagram
Find them on LinkedIn
Here’s their website and newsletter
And check out one of Carolyn’s recommendation; Farnam Street

Timestamps
(01:47) - World Cup of GEN-Z Words
(03:31) - Early (chaotic) career paths; from Costa Coffee and cleaning to copywriting
(12:31) - How Word Tonic started, the recruitment side, and why you should join
(22:46) - How to nail GEN-Z marketing efforts
(31:31) - Listener questions
(40:51) - 4 pertinent posers

Their book recommendations are:
Junior by Thomas Kemeny
Hey Whipple Squeeze This by Luke Sullivan
Lolita by Vladimir Nabokov
A Self-Help Guide for Copywriters by Dan Nelken
The Girl With All The Gifts by M.R. Carey

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141: Lessons in Creative Leadership with Coca-Cola’s Adam Ross.

Giles Edwards — Fri, 31 May 2024 04:05:00 +0000

This week we asked “Is Pepsi okay?” to bait and catch Coca-Cola Creative Lead, Adam Ross.

Creative Lead for Coca-Cola across the ASEAN & South Pacific region, Adam is responsible for translating and elevating global core creative ideas regionally and locally, wrangling agencies around the world, and driving thought leadership across the business.

So, gather on a Hilltop and listen as we sing on working on impactful campaigns for the Met Police, the power of brand and why it’s far from dead, “leaving loudly”, serendipity, the power of a great brief, going from agency to client side at Coca-Cola, Cantona, being an agency whisperer, balancing parenthood and leaderships and loads more.

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Follow Adam on LinkedIn
Listen to his sister, Vikki, on Episode 6 of Call to Action®
Check out Adam’s Creative Sparks post each month
And keep an eye out for Vikki’s Copy Safaris

Timestamps
(02:01) - Quickfire questions
(02:56) - His first jobs and first proper job at MediaCom
(05:05) - Tackling issues like knife crime and gun violence for the Met Police
(08:29) - The role of serendipity in his career
(13:07) - Transition to client-side at Coca-Cola
(23:17) - Being an ‘agency whisperer’
(26:08) - The power of a brief
(31:15) - Leaving loudly
(40:55) - Listener questions
(51:38) - 4 pertinent posers

Adam’s book recommendations are:
Emotion by Design by Greg Hoffman
Misfits by Michaela Coel
Is This Anything? by Jerry Seinfeld
Dave Trott’s books
The Course of Love by Alain de Botton
The Pleasures and Sorrows of Work by Alain de Botton

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140: Unleashing your leadership potential with Scott ‘The Boom’ Morrison

Giles Edwards — Fri, 17 May 2024 04:05:00 +0000

This week, we caught Scott ‘The Boom’ to shake-shake-shake the room.

Cutting his teeth at Saatchi and Saatchi, Scott Morrison has run the Nike business at Wieden and Kennedy, and been CMO and Commercial Director at Levi’s, Activision and Diesel. Now he brings the Boom! to brands and leaders to Unblock, Unlock and Unleash commercial, creative or cultural impact that transforms business and individuals.

Strap in as we wag chins on picking tomatoes, the power of stating intent, the magic of positive disruption, and the art of creating a movement. Scott's not just about making noise - he's about making a real impact. From quiet leadership lessons inspired by Nelson Mandela to the bold moves that drive businesses forward, Scott's got the playbook for success.

Listen quick. Tic-tic-tic-tic...

Follow Scott on LinkedIn, Twitter and Instagram
Find out more about the Boom!
Here’s the Boom! Book Club
Read 10 ways future-thinking clients are bringing the Boom! to Business Unusual
Scott's ISOLATED Talk Leadership Lessons from Marvin and Mandela

Timestamps
02:07 - Quickfire questions
03:40 - His early jobs and career path
06:19 - Importance of being open to serendipity in career choices
13:39 - The importance of positive disruption in business
21:29 - The "unblock, unlock, unleash" approach
25:40 - Defining success and unblocking obstacles
33:24 - Stating intent as a powerful leadership tool
36:52 - Characteristics of impactful leaders and the concept of learning fast
41:25 - Impactful leadership styles and the balance between quiet and loud impact
45:37 - Listener questions
51:38 - 4 pertinent posers

Scott’s book recommendations are:
The Mountain is You by Brianna Wiest
The Ego is the Enemy by Ryan Holiday
The Obstacle is the Way by Ryan Holiday
The Road Less Stupid by Keith Cunningham

139: A front row seat at The Howard Gossage Show with ad land greats Steve Harrison and Dave Dye

Giles Edwards — Fri, 03 May 2024 04:05:00 +0000

This week we sent off a coupon to catch 1960s advertising copywriter, Howard Gossage, through the eyes and work of Steve Harrison and Dave Dye.

As a copywriter, Steve tamed more Cannes Lions in his discipline than anyone else in the world. He’s been on the show twice before, once guesting, once hosting, and is a great friend of …Gasp!. Dave is the true “art director’s art director”. Through his career he’s won everything, worked for the best agencies in the business, and the visual techniques he uses to squeeze every ounce of juice from an idea are frankly unparalleled.

The pair have joined forces to pen and produce ‘The Howard Gossage Show’, a fitting celebration of the fun and fame peddling ad man; one of the industry’s lesser known greats.

We gossip on Gossage’s showmanship, breaking conventions, having half an interesting conversation through his ads, writing to somebody, stunts, fame, and so much more. At a time when advertising is disliked and avoided by most people, his legacy feels even more important now than it was 60 years ago. So listen up.

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Here’s The Howard Gossage Show
Follow Steve and Dave on LinkedIn
Check out Dave’s Stuff From the Loft
And Steve’s biography on Howard Gossage

Timestamps
(02:34) - Quick fire questions (Posh Spice or Persil?)
(04:41) - How Gossage ended up in advertising
(12:09) - Why now’s the time for a book about Gossage
(20:50) - How he broke conventions
(26:28) - People read what interests them
(35:00) - The industry becoming hyper-serious
(45:17) - Listener questions from Vikki Ross and Nick Asbury
(52:00) - The Cannes Lions humour category
(1:00:00) - A dedication to Alice Lowe and Phish Food

Image of Howard Gossage credit: ©George W Dippel

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138: [BEST OF] Professor Karen Nelson-Field schools us on all things attention.

Giles Edwards — Fri, 19 Apr 2024 04:05:00 +0000

It’s been 5 years since Call to Action® captured our first of what’s now over 130 heroes and allies from the industry front lines to have a chin-wag with. To celebrate, we’re rereleasing a choice cut of our favourite episodes as part of a ‘Best Of’ series.

In February 2022, we stuck a fake shark fin on our back and lurked in the waters off Adelaide to catch the attention of one of the industry’s most respected researchers; Prof. Karen Nelson-Field.

Hell-bent on fighting the broken media ecosystem as founder and CEO at Amplified Intelligence, Karen is also an author and alumni of the world-renowned Ehrenberg-Bass Institute. When she’s not binge-watching Home & Away (yes, she’s still a fan), Karen’s research into the measurement of attention has made her a global authority on media effectiveness.

Point your ears this way as Karen talks on her 10 years at Ehrenberg-Bass, skateboarding cats, myth-busting Facebook likes, going viral, why attention is an important metric, how to measure it and more. And strap in as Karen finally answers the red-hot question of whether our attention spans really are becoming shorter than a goldfi-

Oh, look, some links…

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Follow Karen on LinkedIn
And on Twitter
Here’s her website
And, Karen kindly dedicates this episode to the bullshit-detecting bulldog himself, Bob Hoffman

Grab yourself her books:
Viral Marketing: The Science of Sharing
The Attention Economy and How Media Works

Timestamps
(01:50) - Quick fire questions
(03:15) - First jobs and early fascination with advertising
(08:40) - What she learnt about media from cinema
(14:00) - Her time at Ehrenberg-Bass
(15:45) - Myth-busting Facebook likes
(19:15) - A deep dive into the attention economy
(25:30) - Are our attention spans really getting shorter?
(30:00) - Single piece of advice to marketers to better understand attention
(34:30) - Listener questions
(38:15) - 4 pertinent posers

Karen’s book recommendations are:
Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead & Kevin Maney
That Will Never Work by Marc Randolph

Feel better about marketing with Episode 81 of Call to Action® with Professor Karen Nelson-Field.

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137: Meet Mr Gammon, the costume designer behind the award-winning Guinness ‘Sapeurs’ and ‘plug boy’ in the Sainsbury’s Christmas ad.

Giles Edwards — Fri, 05 Apr 2024 04:05:00 +0000

This week, we scoured wardrobes far and wide to catch a man who has dressed rock icons, Sapeurs of the Congo, a blue monster for Ed Sheeran, and even ‘plug boy’ from the Sainsbury’s Christmas ad; Mr Gammon.

Costume designer, fashion stylist, and distinctive English gent, Mr Gammon is the go-to guy for creatively styled costumes. Whether it’s dressing The Rolling Stones, elegant men of the Congo, Usain Bolt, a school nativity like no other, or mum and dad in jeans and a t-shirt; no cast is too vast, nor celebrity too big.

We wag chins on his first ever job with an alcoholic called Malcolm, his first proper job dressing Adam Ant, making and selling bermuda shorts at school, being a colourful punk, what he loves about being on set, how a joke about needlework changed the trajectory of his life, managing expectations, where ‘Mr Gammon’ came from, taking 25 suitcases to film Guinness ‘Sapeurs’, making jackets for Mick Jagger, drawing as ‘creative offsetting’, and a treasure trove more.

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Find Mr Gammon on Instagram
Here’s his website
Loving You is Killing Me by My Life Story
And a choice cut of Mr Gammon’s best work:
Guinness Sapeurs
Sainsbury’s The Big Night
The brand new Carlsberg spot 'Curious Beginnings'
And DJ Shadow - Rocket Fuel ft. De La Soul

Timestamps
(02:09) - Quick fire questions, Doctor Who, and the reality check The Rolling Stones gave him
(08:14) - First jobs, making bermuda shorts, and designing for Adam Ant
(16:05) - His time at the Royal College of Art
(20:30) - The ‘common good of the shoot’ when you’re on set
(27:55) - Dealing with the opinions and emotions of different people on set
(39:39) - His new work for Carlsberg
(41:35) - Listener questions
(46:30) - 4 pertinent posers

Mr Gammon’s book recommendations are:
Small Trades by Irving Penn
Michel the Giant: An African in Greenland by Tété-Michel Kpomassie
Learning to Love You More by Miranda July and Harrell Fletcher
The Old Patagonian Express by Paul Theroux
The Financial Times Weekend Edition

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136: [BEST OF] Legendary copywriter and Creative Director, George Tannenbaum, vents eloquent fire on the state of the industry.

Giles Edwards — Fri, 15 Mar 2024 10:30:00 +0000

It’s been 5 years since Call to Action® captured our first of what’s now over 130 heroes and allies from the industry front line to have a chin-wag with. The show is still very much like Pokémon Go, with the single but vital exception that it’s not a short-term bandwagon of shite. And to celebrate, we’re rereleasing a choice cut of our favourite episodes as part of the ‘Best of’ series.

In September 2020, we pulled a network agency worm out of the Big Apple and used it as topic-bait to catch one of advertising’s biggest fish; the one and only George Tannenbaum.

One of the most highly awarded, revered and talented copywriters and creative directors on the planet, George was Executive Creative Director and Copy Chief at Ogilvy for over 10 years. He has worked with huge brands like IBM, Boeing, PayPal, and General Motors, writes a hugely influential marketing blog called Ad Aged, and has a charming if alarmingly deluded French alter ego called ‘Le Agency Holding Company CEO’ who holds up a satirical mirror to the holding company era.

Initially released as a two-parter, this is the full, director’s cut. So strap in for an hour and 20 minutes of George’s blissful yet biting NY tones as he talks on subjects such as the agency scene in the 80s and 90s, ageism, the state of copywriting, rediscovering his love for advertising, his time at Ogilvy including his last assignment working on the Boeing account, how to write a good headline, and tons more.

And the whole thing kicks off with an unmissable cameo from Le Agency Holding Company CEO. So what are you waiting for? Go listen.

Feel better about marketing with Episodes 46 and 47 of Call to Action® with George Tannenbaum.

Follow George on LinkedIn
Here’s his Ad Aged Blog
And his website

George’s book recommendations:
The Saddest Words by Michael Gorra
The Warmth of Other Suns by Isabel Wilkerson
Caste by Isabel Wilkerson

135: [BEST OF] A masterclass in managing distinctive brand assets with Jenni Romaniuk of the Ehrenberg-Bass Institute.

Giles Edwards — Fri, 01 Mar 2024 05:05:00 +0000

This year marks 5 years since our maiden episode launched in 2019. And to celebrate Call to Action® turning 5, we’ve asked the …Gasp! team to rummage through all 130 episodes to re release some of their favourites.

In June 2020, we cast a net off the coast of Adelaide and caught one of the globe’s greatest researchers, Jenni Romaniuk, for her first of two Call to Action® appearances.

Jenni is a Research Professor at the conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world’s biggest brands. She’s also authored what’s now a trilogy of true industry bibles; How Brands Grow 2, Building Distinctive Brand Assets, and Better Brand Health.

In one of our most listened to episodes of all time, you can hear all about Jenni’s first job as a talented mixologist, how to build mental availability, context, memory, metrics, and more. If you work for a company with a brand logo, font or colour scheme, this episode is as close to essential listening as you’re going to get to understand how to build, measure, manage and, crucially, protect distinctive brand assets.

Feel better about marketing with Episode 39 of Call to Action® with Professor Jenni Romaniuk.

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Follow Jenni on LinkedIn.
If you haven’t already, you’d be a fool not to fill your ear canals up with Jenni’s second cameo on Call To Action®, here.
And check out her books; Building Distinctive Brand Assets, How Brands Grow Part 2, and Better Brand Health.

Timestamps
(01:55) - Quick fire questions
(04:30) - First job behind the bar at a football club
(07:00) - Getting a phone call from Byron Sharp and landing a job at EBI
(12:30) - How Brands Grow 2 and Building Distinctive Brand Assets
(17:05) - How to build mental availability
(24:10) - The link between context and memory
(31:25) - Best practices for managing and measuring distinctive assets
(45:35) - Listener questions
(52:40) - 4 pertinent posers

Jenni’s book recommendation is:
A Scandalous Life by Mary S. Lovell

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134: Dissecting ad land’s WORST Super Bowl in years with Andrew Tindall of System1

Giles Edwards — Tue, 13 Feb 2024 17:56:00 +0000

This week, we posed as a wide receiver to catch ad land’s premier Super Bowl pundit, Andrew Tindall, to tell us which of this year’s cohort of cost-the-earth commercials were MVPs…and which fumbled the ball.

A man who hadn’t slept in days, we snared Andrew straight from System1’s Super Bowl “war room”. After spending the past week testing the ads our industry can’t help but get sweaty about year on year, he’s here to tell us what “won” the Super Bowl and why.

An award-winning marketer with a commercial background at some top notch FMCGs, Andrew leads System1's global partnership strategy and growth, seeking out the world’s best ads and why they work to unlock the potential of their world-leading effectiveness database.

He talks to us on Young Apprentice being a way of "getting out of Huddersfield'', studying medicine for 3 years, wanting to work in alcohol, how System1 predicts creative potential and effectiveness, his mentor, colleague and friend Orlando Wood, why effectiveness is relative; outperform your category, the hierarchy of evidence, the brilliant Jenni Romaniuk, creativity as the UK’s greatest export, and lots more. Plus, of course, the Super Bowl winners and losers, including Michelob Ultra, Messi, using celebs, mayo cat, T-Mobile and Pfizer.

Touch down on the play button. You won’t be disappointed.

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Follow Andrew on LinkedIn
Find out more about System1 and their ad effectiveness predictors
The only four slides you need for Super Bowl 2024 ad insights from System1
Here’s Andrew’s Super Bowl piece in The Drum
And his personal favourite Super Bowl ad of 2024, Foot Washing
Plus Mr P by Pringles
And if you haven’t seen them, watch 2024’s top scoring Super Bowl ads here:
Dunkin’ Donuts, Hellmann’s, Reese’s, Oreo, State Farm, Popeyes, T-Mobile, NFL, Michelob ULTRA, Booking.com, and Budweiser.

Timestamps
(01:50) - Quick fire questions
(03:45) - First jobs, BBC’s Young Apprentice, and going from med school to marketing
(07:40) - How he ended up testing marketing effectiveness at System1
(13:12) - How System1 predicts creative potential and effectiveness
(17:50) - Which ads “won” the Super Bowl?
(21:15) - What Michelob ULTRA did right
(27:14) - His favourite Super Bowl ad of 2024 (and it’s one no one is talking about)
(30:45) - Efficiency and effectiveness
(36:35) - Listener questions
(42:00) - What US marketers can learn from the UK
(46:30) - 4 pertinent posers

Andrew’s book recommendation is:
Building Distinctive Brand Assets by Jenni Romaniuk

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133: 10,634 brilliant marketers listened to our maiden episode with Richard Shotton. Now he’s back, almost exactly 5 years and 1 book better.

Giles Edwards — Fri, 02 Feb 2024 05:05:00 +0000

Go, Shotton, it’s our birthday, we gon’ podcast like it’s our birthday. This week, we claimed that 50 Cent is better than 49 Cent to coax out and catch a man who knows his onions on the ‘left hand digit effect’; Richard Shotton.

In February 2019, Richard agreed to be our inaugural guest to launch the Call to Action® podcast. Almost exactly 5 years, 343309 listens (or 686618 ears), and 1 book better, we're snaring him for a second, celebratory episode to mark the occasion.

Drawing on academic research, previous ad campaigns, and his own original field studies, Richard is the best in the business when it comes to improving marketing with findings from behavioural science. His brace of best-selling books, The Choice Factory and The Illusion of Choice, are practical guides on how any business can use behavioural biases to win customers and sell more stuff.

He chinwags to us on dressing up as Mr Blobby, second album syndrome, why ‘muscular gentleman’ is more memorable than ‘common fate’, rejecting dubious papers (not the whole field), the IKEA effect, Rory Sutherland and The World of Jam, tips to sell more champagne, releasing the handbrake vs pushing the accelerator, how to make your ad more believable, why Giles is scared of Jollibee, and loads more. You’d be a fool not to fill your ear canals up.

*Feel free to ignore this*…but if you leave a review for Call to Action® on Apple Podcasts or Spotify, we’ll choose the best 5 to WIN a book pack prize of The Illusion of Choice, The Choice Factory, Delusions of Brandeur, and How Brands Blow. Mega.

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Follow Richard on Twitter and LinkedIn
Listen to our maiden episode with him here
Here’s Astroten
Get your grubby mitts on his books:
The Choice Factory
The Illusion of Choice
And here’s that Gregory and Gregory stunt from Greggs

Timestamps
(02:02) - Quick fire questions
(04:45) - Second album syndrome and writing The Illusion of Choice
(07:26) - Why marketers should always use concrete words
(12:20) - Richard’s response to behavioural science critics
(17:05) - Choice paralysis and the importance of context
(19:08) - The IKEA effect
(23:08 ) - ‘Press for champagne’ and why marketers should weigh up appeal vs friction
(28:00) - Should ads use more rhyme and humour?
(33:00) - Quick wins for marketers looking to wield the powers of behavioural science
(42:00) - Listener questions
(50:10) - 4 pertinent posers

Richard’s book recommendations are:
Writing for Busy Readers by Todd Rogers
Alchemy by Rory Sutherland

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132: Feel better about marketing™ with Call to Action® [TRAILER]

Giles Edwards — Tue, 23 Jan 2024 13:00:00 +0000

Feel better about marketing™

The go-to podcast for anyone trying to make sense of the world of marketing, business and beyond. In an industry that is a minefield of utter bollocks, we aim to capture our heroes and allies from the front line to have a chin-wag with.

It’s like Pokémon Go, with the single but vital exception that it’s not a short-term bandwagon of shite.

UK TOP 2 | US TOP 50 | RELEASED FORTNIGHTLY

131: [BEST OF] What Morph is really like - Gavin Strange, Director & Designer at Aardman Animations.

Giles Edwards — Fri, 19 Jan 2024 05:05:00 +0000

This year marks 5 years since our maiden episode with Richard Shotton in February 2019. To celebrate Call to Action® turning 5, we asked the …Gasp! team to rummage through all 130 episodes for us to re-release some of their favourites.

Back in January 2020, we kicked off the year with fizzy, fuzzy energy. The fizz and fuzz faded come March 2020, but before that, we packed our plasticine and carried out a search of The Avon to pick up Bristol’s finest maker of noise, Gavin Strange.

By day, Gavin is Director and Designer at the beloved Aardman Animations, the Academy Award winning studio behind Wallace & Gromit. It is probably easier to ask what Gavin does not do, a sucker for a night-time side project, under the pseudonym of Jam Factory, he’s also an author, toy inventor and speaker on the global circuit.

In one of the …Gasp! team’s all time favourite episodes, Gavin talks to us candidly on having car parts thrown at his head, pixels, plasticine, what Morph is really like, the unlikely crossover of Maya Angelou and Dragon Ball Z and why we need more wonky things.

Feel better about marketing with Episode 28 of Call to Action® with Gavin Strange.

Follow Gavin on Twitter, Instagram and LinkedIn
Check out his website
And get his book: Do Fly

Timestamps
(01:59) - Quick fire questions
(02:40) - First jobs, having car parts thrown at his head, getting a job in design
(10:00) - Tinkering and creating his alter ego JamFactory
(13:15) - What it’s like working at Aardman Animations
(16:39) - Pixels vs plasticine and long standing characters like Morph
(23:30) - Being time buddies with Beyonce and how he gets so much done
(33:10) - Doing silly stuff and his directorial debut
(41:50) - Writing his book Do Fly
(53:00) - Listener questions
(1:00:00) - 4 pertinent posers

Gavin’s book recommendations are:
Feck Perfuction by James Victore
Draplin Design Co: Pretty Much Everything by Aaron Draplin
Why? How? What? The First Big Book of Art by Brosmind
Cabinet of Curiosities by Guillermo del Toro
Anything by Shepard Fairey

130: Taking aim at Amazon: Why physical retail will ALWAYS beat online with BOXPARK & Boxfresh founder Roger Wade.

Giles Edwards — Fri, 05 Jan 2024 05:05:00 +0000

This week, Call to Action® laid bait in a box trap to lure and snare our maiden catch of 2024, Roger Wade.

First founding Boxfresh, a pioneering British streetwear brand, he went on to transform a patch of wasteland to create the world’s first pop-up dining and shopping destination, BOXPARK, in the heart of London’s Shoreditch. Today, Roger is putting his passion for independent brands, the future of retail, and thinking outside the Box, into his role as Chairman of Boxfund VC.

We shoot the breeze on stealing sweets, getting sacked from his first three jobs in advertising, having a positive attitude to problems, entrepreneurship, risk, how Boxfresh gave 90s kids a new uniform, being special to your customer, investing in people not spreadsheets, emotion in business, golf, why in-store is better than online for all three key pillars of retail, and loads more.

In fact, we had to stop and reload a few times to take aim at Bezos, bean counters, Boris and Brexit. And he certainly doesn’t sit on the fence. What an episode.

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Follow Roger on LinkedIn
Here’s Boxfund VC
Check out BoxSeat, a live pitch session for ESG consumer startups hosted every month
We’ve made our decision by Omid Djalili

Timestamps
(02:00) - Quick fire questions
(03:55) - Stealing sweets, running nightclubs, and getting sacked from his first 3 jobs in advertising
(06:40) - Realising he was unemployable and why it was the best thing that ever happened to him
(08:54) - Creating a new uniform for 90s kids with Boxfresh
(12:50) - “If you aren’t special to your customer, you won’t exist”
(17:00) - Investing in people not spreadsheets and why we need to talk more about emotion in business
(23:43) - Giving both barrels to Bezos, Boris, and Brexit
(33:52) - Listener questions
(39:34) - 4 pertinent posers

Roger’s book recommendations are:
Politics on the Edge by Rory Stewart
But What Can I Do? by Alistair Campbell

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129: How NOT to use AI as a strategist with Julian Cole, Strategy Finishing School

Giles Edwards — Fri, 15 Dec 2023 05:05:00 +0000

This week, we used plenty of plaid to lure and poach the planning pro in patterned shirts, Julian Cole.

Strategy consultant to leading brands like Uber, Apple, Facebook and ex-Head of Comms Planning at BBDO and BBH, Julian noticed the void of proper education for the role and started the Strategy Finishing School. Putting an end to impostor syndrome, he’s now whipping up world class strategists by the bucket load.

We talk delivering prescriptions, loving maps, horse racing, gambling, why going straight into strategy was a curse, learning (and now teaching) the fundamentals of strategy, imposter syndrome, spotting an untrained vs strategist, how to actually use AI in a helpful way, Giles’s Thermomix, hallways not boardrooms, nemawashi, his definition of an insight, where he gets his shirts from, and loads more.

Sink your houndstooth in wherever you get your podcasts.

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You can find Julian on Twitter, LinkedIn, Instagram, TikTok and YouTube
Check out the Strategy Finishing School
This episode is proudly dedicated to Richard Huntington
And if you like Julian’s crazy shirts, have a gander at Lazy Oaf

Timestamps
(02:00) - Quick fire questions
(02:56) - His first job delivering prescriptions by bike, loving maps, and what led him down the path of strategy
(05:05) - The similarities between strategy and gambling
(09:45) - Why going straight into strategy was a curse, being a lone ranger, impostor syndrome, and deck monkeys
(18:07) - The positive side to impostor syndrome and how to overcome it
(22:27) - Spotting a trained vs untrained strategist
(28:08) - Using AI for strategy like you’d use salt in cooking
(31:30) - How he actually uses AI as a strategist
(35:13) - Diplomacy, hallways not boardrooms, and nemawashi
(40:38) - Listener questions
(51:42) - 4 pertinent posers

Julian’s book recommendations are:
Strategy is Your Words by Mark Pollard
Made to Stick by Chip and Dan Heath
Trust Me I’m Lying by Ryan Holiday

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128: How Taskmaster creator Alex Horne keeps coming up with sensationally silly tasks

Giles Edwards — Fri, 01 Dec 2023 05:05:00 +0000

This week, we gave ourselves 50 minutes and the task to catch master of mirth, Alex Horne.

Comedian, frontman of six-piece band The Horne Section, and sensationally silly sod, Alex is best known for creating and co-hosting cult TV show, Taskmaster. Alongside Greg Davies, the only man in comedy big enough to call him ‘Little’ Alex Horne, he tests the wiles, wit and wisdom of comedians through a series of tasks teeming with tomfoolery.

We chat middle children, sorting potatoes from toads, Big Brother and berocca, reviewing an all-male strip show, The Cambridge Footlights, British humour overseas, car games, silly versus wacky, escapism, how he comes up with tasks, catching tears in an eggcup, and (of course) the glorious 'stupid waste of time' that is Taskmaster.

Tune in wherever you get your podcasts. You’ve got 49 minutes and 18 seconds. Your time starts now.

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Follow Alex on Twitter
Here’s his website
And see The Horne Section on tour

Timestamps
(02:00) - Quick fire questions
(03:56) - His first jobs sorting potatoes from toads, reviewing an all-male strip show, and working on Big Brother
(08:08) - Giving comedy a crack and The Cambridge Footlights
(12:10) - How Taskmaster went from playing games in the back of the car, to Edinburgh Fringe, and then onto the tele
(14:27) - What’s behind the success of Taskmaster, the role of luck, and what he’d do differently if the show started today
(24:20) - Trying to entertain, silly vs wacky, and the importance of escapism
(30:03) - How he keeps coming up with tasks
(36:10) - Listener questions
(41:39) - 4 pertinent posers

Alex’s book recommendations are:
Game On by Marley Byng
Palindromes and Anagrams by H.W. Bergerson
The Pebble Spotter’s Guide by Clive Mitchell

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127: The current state of creativity in advertising with Alex Jenkins, Contagious

Giles Edwards — Fri, 17 Nov 2023 05:05:00 +0000

This week, we went meep meep past Contagious HQ to catch an ACME wielding Alex Jenkins.

As Managing Partner at Contagious, Alex’s industry knowledge encompasses a treasure trove of past campaigns, current narratives, and future predictions. Part editorial, part consultancy, part research, Contagious believes in the best version of our industry, one where creativity wins.

After trying to crush us with a Greco-Roman catapult, Alex talks to us on his wonderfully wiggly career path, having his marketing budget poached by Girls Aloud, feeling like Wile E. Coyote after education, Contagious as a triaging function, walking around a problem, the current state of creativity, anti-creative forces, Most Contagious 2023, David Lynch, and French supermarkets.

That’s not all folks, he also explains what we've always known deep down...that Les Binet and Peter Field are one of your 5-a-day.

Follow Alex on LinkedIn and Twitter
Here’s Contagious
Get your tickets to Most Contagious (use promo code "GASPMOCO" for 30% off the full price of a ticket)
Go gorge on our episodes with Bob Hoffman and Richard Huntington
Here’s the ad by Ruavieja
And a clip of Angelo Badalamenti explaining how he wrote the Twin Peaks soundtrack

Timestamps
(01:44) - Quick fire questions
(03:04) - His first jobs, music, creativity, and feeling like Wile E. Coyote after
(09:25) - Having his marketing budget stolen by Girls Aloud
(10:45) - His role at Contagious, triaging, and how they stay objective
(16:49) - The state of creativity in advertising, anti creative forces, and why Les Binet might be one of your five a day
(30:40) - Most Contagious 2023
(38:40) - Listener questions
(46:46) - 4 pertinent posers

Alex’s book recommendations are:
R.U.R. by Karel Capek
The Human Use Of Human Beings by Norbert Wiener
Essays by George Orwell
Invisible Ink by Brian McDonald
Lynch on Lynch by David Lynch
Good Strategy Bad Strategy by Richard Rumelt

126: Why hope exists in the form of psychedelics with behavioural science leader & Nudgestock host, Tara Austin

Giles Edwards — Fri, 03 Nov 2023 05:05:00 +0000

This week, darling, we dangled a bit of Bolly to lure and ensnare the Absolutely Fabulous, Tara Austin.

Behavioural science leader, Nudgestock host, and Rory Sutherland wrangler, Tara’s been on the frontline of the applied B.S. revolution for over a decade. More recently she’s turned ‘psychedelic evangelist’, lobbying to change the UK's approach to magic mushrooms.

Tara talks to us on attempting to model herself on Ab Fab’s Patsy, ringing up Scottish farmers to chat anaerobic digestate, being at the basecamp of behavioural science, Ogilvy, Rory, combining Pimms with spicy food, painting babies faces on shop shutters (h/t Nicole Yershon), her favourite Nudgestock memories, her time at 10 Downing Street, psilocybin, the stoned ape hypothesis, finding hope in the form of a mushroom, and tons more.

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Follow Tara on LinkedIn
Take action for psilocybin access rights through PAR
Watch Fantastic Fungi on Netflix
And, of course, check out the world's biggest festival of behavioural science and creativity; Nudgestock
Including these talks from the archives:
Andrew Sheerin's talk 'The Persuasive Power Of Play' from 2017
Dave Trott’s talk ‘Complexity Kills Creativity’ from 2016
Dr Paul Zak’s talk ‘Messiness in the brain’ from 2023

Timestamps
(02:02) - Quick fire questions
(03:14) - First jobs, cleaning up bodily fluids and why menial jobs are a worthy experience for any young person
(06:19) - How Ab Fab inspired her career and whether she’s more Eddie or Patsy
(08:16) - Getting into behavioural science, Rory Sutherland, and the market opportunity to pair Pimms with spicy food
(12:37) - Painting babies faces on shop shutters after the London riots
(17:40) - Favourite Nudgestock talks from the archives (cc Dave Trott, Andrew Sheerin, Paul Zak)
(26:03) - Advocating for psilocybin, the stoned ape hypothesis, and the bouba and kiki effect
(34:33) - Campaigning for PAR, Project Croydon, and why hope exists in the form of a mushroom
(49:04) - Listener questions
(54:18) - 4 pertinent posers

Tara’s book recommendations are:
The Righteous Mind by Jonathan Haidt
Falling in Love with Where You Are by Jeff Foster

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125: How Lucky Saint is using brand codes to become iconic with Emily Laws, Head of Brand

Giles Edwards — Fri, 20 Oct 2023 04:05:00 +0000

This week we led Lucky Saint’s Head of Brand, Emily Laws, not into temptation but into Call To Action's recording studio.

With marketing chops spanning a decade in brand management, PR, and brand activation, Emily is currently breaking rules and honouring traditions at the helm of the UK’s Number 1 Dedicated Alcohol-Free Beer.

We get in a round of tantalising topics, including her first jobs selling shoes and speaking French, how The Yorkshire Post dashed her dreams, Flat Eric, behaving like an iconic brand, not doing ‘new’ for new’s sake, using brand codes with fresh consistency, why they don’t talk about hangovers, riding the alcohol-free wave and cracking on with whatever data you have (or don’t have), the tattoo test, and loads more. If you’re a fan of Lucky Saint or simply proper marketing, pour this into your ear holes.

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Follow Emily on LinkedIn
Here’s Lucky Saint
And their Marylebone pub, The Lucky Saint

Timestamps
(01:44) - Quick fire questions
(02:45) - First jobs, speaking French, and dashed dreams of being a journalist
(10:20) - Brand codes and behaving like an iconic brand
(15:20) - Not giving in to the pressure to always bring something new
(18:45) - How attitudes to alcohol-free are changing
(21:10) - Research, data, and wrong assumptions
(33:40) - Staying humble and being market-oriented
(48:50) - Listener questions
(54:59) - 4 pertinent posers

Emily’s book recommendations are:
The Making of a Manager by Julie Zhuo
Damn Good Advice by George Lois
Alchemy by Rory Sutherland
The 48 Laws of Power by Robert Greene

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124: Mind Your Business: Startle [Episode 3 of 3]

Giles Edwards — Wed, 11 Oct 2023 04:15:00 +0000

This week, in a world where most businesses blend together like a briefcase filled with slightly smaller briefcases, we’re seeking out the business leaders who are standing out in their sector, and doing things very much their own way.

Mind Your Business is the sponsored spin-off of Call to Action® that gives inspiring, unusual or simply very likeable businesses a chance to share their story. It’s like reading a business book with the word ‘guru’ in the title, with the single but vital exception that it won’t make you do a little sick in your mouth.

This is the third and final episode of a special, three-part, series with Startle. A talented tech company curating music for brands looking to deliver customer experiences within spaces spanning retail, hospitality and beyond.

Whether you’re a food operator looking to get customers chewing faster, a retailer wanting to get shoppers shopping longer, or simply a fan of behavioural science and its application across a range of industries, press play to find out why the music sounds better with Startle.

For the encore, we’ve got the band back together with Adam Castleton, CEO, James Picken, Creative Director, and Magnus Linn, Playlist Manager, belting out their favourite behavioural science hits, like expectancy theory and the peak end rule, before facing a ton of tough posers from people in the industry.

If you listened to Episode 1 and 2, jump to [02:50] to skip the recap and get straight into Episode 3.

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Check out Startle, Adam, Magnus, and James on LinkedIn.
Here’s Startle’s first-of-its-kind book, Atmospheres That Sell.
And find out what happened when Startle handed out free air guitars at Nudgestock.

Timestamps:
(01:12) - An introduction to Startle, Adam, Magnus, and James
(02:50) - If you listened to Episode 1 and 3, jump here to skip the recap and get straight into Episode 3.
(03:20) - A quick lesson in expectancy theory
(06:54) - How to manage first impressions at scale
(08:25) - Brands doing it well and the power of a balloon
(10:57) - Peak end rule and playing musical scrabble
(15:25) - Questions from people in the industry
(15:40) - Is there one playlist that does it best?
(23:00) - Should you let employees play their favourites?
(27:28) - How the weight of cutlery impacts how you perceive your meal
(30:28) - Wrap up

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This episode of Call to Action® is sponsored.

Got a business we could stick our sponsored spinoff shaped nose into next? Email calltoaction@gasp.agency.

124: Mind Your Business: Startle [Episode 2 of 3]

Giles Edwards — Wed, 11 Oct 2023 04:10:00 +0000

This week, in a world where most businesses blend together like a briefcase filled with slightly smaller briefcases, we’re seeking out the business leaders who are standing out in their sector, and doing things very much their own way.

Mind Your Business is the sponsored spin-off of Call to Action® that gives inspiring, unusual or simply very likeable businesses a chance to share their story. It’s like reading a business book with the word ‘guru’ in the title, with the single but vital exception that it won’t make you do a little sick in your mouth.

This is the second episode of a three part series with Startle. A talented tech company curating music for brands looking to deliver customer experiences within spaces spanning retail, hospitality and beyond.

Whether you’re a food operator looking to get customers chewing faster, a retailer wanting to get shoppers shopping longer, or simply a fan of behavioural science and its application across a range of industries, press play to find out why the music sounds better with Startle.

For Episode 2, we've caught a Startle BOGOF of Magnus Linn, Playlist Manager, and James Picken, Creative Director, to shoot the breeze on how music can influence every aspect of how we behave, why you shouldn’t view music solely as an entertainment service, the science of sound, boosting bass to sell more Rolexes, dealing with a constantly changing context, how to use music to say something about your brand, and tons more.

If you listened to Episode 1, jump to [02:50] to skip the recap and get straight into Episode 2.

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Check out Startle, Magnus, and James on LinkedIn.
Here’s Startle’s first-of-its-kind book, Atmospheres That Sell.
And find out what happened when Startle handed out free air guitars at Nudgestock.

Timestamps:
(01:12) - An introduction to Startle, Magnus, and James
(02:50) - If you listened to Episode 1, jump here to skip the recap and get straight into Episode 2.
(03:20) - The power of music to influence every aspect of our lives
(06:45) - How brands can use music as an atmospheric tool
(09:24) - The pitfalls of seeing music solely as an entertainment service
(15:26) - The science of sound and why boosting the bass could sell more Rolexes
(19:18) - The role of context
(28:40) - A teaser for Part 3

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This episode of Call to Action® is sponsored.

Got a business we could stick our sponsored spinoff shaped nose into next? Email calltoaction@gasp.agency.

124: Mind Your Business: Startle [Episode 1 of 3]

Giles Edwards — Wed, 11 Oct 2023 04:05:00 +0000

This week, in a world where most businesses blend together like a briefcase filled with slightly smaller briefcases, we’re seeking out the business leaders who are standing out in their sector, and doing things very much their own way.

Mind Your Business is the sponsored spin-off of Call to Action® that gives inspiring, unusual or simply very likeable businesses a chance to share their story. It’s like reading a business book with the word ‘guru’ in the title, with the single but vital exception that it won’t make you do a little sick in your mouth.

This is the first episode of a three part series with Startle. A talented tech company curating music for brands looking to deliver customer experiences within spaces spanning retail, hospitality and beyond.

Whether you’re a food operator looking to get customers chewing faster, a retailer wanting to get shoppers shopping longer, or simply a fan of behavioural science and its application across a range of industries, press play to find out why the music sounds better with Startle.

For this first episode, we’ve caught Adam Castleton, Startle’s CEO and self-confessed lead singer who can’t sing, to riff on his first job in charge of a rollercoaster, being an anti-tech tech founder, the magic of subtlety in tech, how Startle designs the perfect atmosphere, Startle’s book to help harness heuristics and biases in retail and hospitality, handing out free air guitars, why you shouldn’t play music people like, and loads more.

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Check out Startle and Adam on LinkedIn.
Here’s Startle’s first-of-its-kind book, Atmospheres That Sell.
And find out what happened when Startle handed out free air guitars at Nudgestock.

Timestamps:
(01:12) - An introduction to Startle and Adam
(02:43) - His first job in charge of a rollercoaster and his passion for the intersection of leisure, humans and tech
(04:38) - An idea in the pub 5 years ago and how Startle came to be
(10:44) - Startle in a nutshell
(12:47) - Startle’s behavioural science book for retail and hospitality
(15:26) - Where background music providers have go wrong and the importance of intent
(21:50) - Thinking about your customers’ mood
(29:10) - Handing out free air guitars at Nudgestock
(30:30) - A teaser for Part 2

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This episode of Call to Action® is sponsored.

Got a business we could stick our sponsored spinoff shaped nose into next? Email calltoaction@gasp.agency.

123: A masterclass in Proper Marketing with Tourism Australia CMO, Susan Coghill

Giles Edwards — Fri, 06 Oct 2023 04:05:00 +0000

This week we travelled home and away to catch Tourism Australia’s Chief Marketing Officer, Susan Coghill.

Using the power of creativity to build brands, drive business, and shape culture, Susan is a proper marketer tasked with tempting tourists to the land of kangaroos and Kylie.

And we were lucky, lucky, lucky enough to talk to her on a ton of topics, including her first job at a retirement home, working with Steve Jobs, understanding context, creativity in service of commercial outcomes, brand codes as a mental shortcut, testing, Come and Say G’Day, silencing critics, creating something distinctly and uniquely Australian, managing 27 million stakeholders, and a whole lot more. If it’s a celebration of proper marketing you want, then pour this into your lug holes.

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Follow Susan on LinkedIn
And check out Come and Say G’Day

Timestamps
(02:08) - Quick fire questions
(03:17) - First jobs, what she learnt working in a retirement home, and getting into ad land
(08:12) - Being a part of Apple’s Think Different campaign and what Steve Jobs asked her opinion on
(13:00) - Account management, being a creative enabler, and what set her up for success client side
(18:14) - Speaking the language of the boardroom and Ritson’s Mini MBA
(20:49) - A deep dive into Tourism Australia’s Come and Say G’day campaign
(25:55) - Using research and brand codes to create something distinctly and uniquely Australian
(32:26) - Testing in Australia and beyond with System 1
(39:52) - Listener questions
(47:41) - 4 pertinent posers

Susan’s book recommendation is:
Unreasonable Hospitality by Will Guidara

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122: Why we're wrong to think of ourselves as individuals with the HERDmeister, Mark Earls

Giles Edwards — Fri, 22 Sep 2023 04:05:00 +0000

This week, we followed the HERDmeister to find and catch behavioural science buff, Mark Earls.

Dubbed by DO Lectures as “Britain’s answer to Malcolm Gladwell…without the hair”, Mark is a prolific thinker, recovering account planner and best-selling writer.

We shoot the breeze on the intimidatingly smart Paul Feldwick, being public enemy no. 1 in the eyes of market research, why we’re not individuals, copying, learning Welsh, what he’s optimistic about in the industry and tons more. In fact, we had to stop and reload a few times to take aim at bollocks brain scans and infantilising the creative genius, before wrangling a stampede of listener questions. What an episode.

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Find Mark on LinkedIn and Twitter
Check out HERD HQ
Get your mitts on all Mark’s books:
Copy, Copy, Copy
Herd
Creative Superpowers
Welcome to the Creative Age
Here’s Strands of Genius guest curated by Giles
And ISOLATED Talks
If that wasn’t enough, keep an eye out for chances to catch Mark IRL at upcoming The Marketing Society events

Timestamps
(01:48) - Quick fire questions
(02:44) - First jobs, being a tour guide and working with Paul Feldwick
(08:38) - Becoming a behavioural science geek (aka becoming HERDmeister)
(17:17) - Why we’re wrong to think of ourselves as individuals
(22:00) - Stop overlooking the influence of culture
(36:32) - Copying and the value of creative triage
(48:13) - A shed load of listener questions
(53:50) - Why brain scans are bollocks
(1:07:07) - How being a lover of both language and languages helps him understand people, communication and culture (cc Lisl Macdonald)
(1:31:12) - 4 pertinent posers

Mark’s book recommendations are:
Why the Germans Do it Better by John Kampfner
The Invention of Tradition by Eric Hobsbawn
Hooligan by Geoffrey Pearson
Books by Jhumpa Lahiri
From the Diary of a Snail by Günter Grass

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121: How Tracksuit is turning the world of brand tracking upside down with Matt Herbert & Conor Archbold

Giles Edwards — Fri, 08 Sep 2023 04:05:00 +0000

This week, we rattled the trunk of a large tree to dislodge and catch Matt Herbert and Connor Archbold.

A pair of possum* players turning brand tracking upside down, Matt and Connor are co-founders of Ritson-backed startup, Tracksuit. The duo are dead set on making it easier and cheaper for marketers to track their brand health, demonstrate return on marketing spend, and answer the all important question, "Is what we're doing working?".

Go press play and unleash a mega catch of informative marsupials, including; getting brand tracking into boardrooms, knowing your brand’s ‘job to be done’, picking the fruit vs watering the tree, future demand, how CMOs should talk to to CFOs, the cookie-pocalypse, velcro buttons, the future of Tracksuit, playing possum, and more.

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Follow Matt, Connor, and Tracksuit on LinkedIn.
Check out the Tracksuit website too.

*A proper Kiwi drinking game. To play possum, you climb a tree (along with your case of beer) and drink until you fall out of the tree. First person to fall out of the tree loses.

Timestamps
(01:57) - Quick fire questions and who’s a strong budgie smuggler fan
(02:58) - Matt’s first jobs, working in radio and getting into the world of startups
(06:18) - Connor’s beginnings as a corporate lawyer and reconnecting with Matt
(07:47) - The hypothesis that started Tracksuit
(10:15) - Making brand tracking more accessible
(16:14) - Knowing your ‘jobs to be done’ as a brand
(21:09) - Brand building as future demand
(22:48) - How the CMO should talk to the CFO
(24:40) - The future of Tracksuit
(27:44) - Listener questions, velcro buttons and playing possum
(35:58) - 4 pertinent posers

Matt and Connor’s book recommendations are:
Travels with Charley: In Search of America by John Steinbeck
Future Demand by James Hurman
Shoe Dog by Phil Knight

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120: Why you can't afford NOT to be creative with Contagious co-founder, Paul Kemp-Robertson

Giles Edwards — Fri, 25 Aug 2023 04:05:00 +0000

This week, we caught something Contagious. Luckily for us, it’s their Co-Founder Paul Kemp-Robertson.

A chap with serious smarts for global marketing communications, Paul is the brain behind Contagious. Part editorial, part consultancy, part research, they get their kicks helping brands and agencies be more creative, get smarter, and deliver better work.

Paul spreads his smarts across a tonnes of topics, including; being the intern who became editor at Shots, thinking Saatchi & Saatchi was an investment bank, creativity as giving the world something it didn’t know it was missing, Nordic socks on Instagram, zero based creativity, the manic unlock, question storming, drunken nights at the Gutter Bar, AI and the meh-taverse, agencies as outside agitators, ageism, and a whole lot more.

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Follow Paul on LinkedIn
Sign up for the Contagious newsletter
Check out Contagious IQ
Here’s his book The Contagious Commandments
Bag a seat at Most Contagious London 2023 on 7 December
And here’s Paul’s TED Talk

Timestamps
(02:00) - Quick fire questions
(04:25) - Going from intern to editor at Shots
(12:54) - Creativity is giving the world something it didn’t know it was missing
(20:00) - Zero-based creativity
(21:44) - What we learned about AI from Cannes Lions
(33:45) - The real value of agencies
(38:28) - Asking heretical questions
(46:38) - Listener questions
(50:57) - 4 pertinent posers

Paul’s book recommendations are:
Atomic Habits by James Clear
Good Strategy Bad Strategy by Richard Rumelt
The Choice Factory by Richard Shotton
How Not to Plan by Les Binet and Sarah Carter
How Brands Grow by Byron Sharp
Anatomy of Humbug by Paul Feldwick
Shy by Max Porter

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119: Writing a how-to-guide for ad land with author of Junior, Thomas Kemeny

Giles Edwards — Fri, 11 Aug 2023 04:05:00 +0000

This week, we pushed a creative fledgling out of the agency nest to lure and catch author of ad land’s how-to guide, Junior, to teach them to fly. Long overdue, it’s Thomas Kemeny.

Junior is a book that should be instantly useful for people starting out. Unlike most marketing books, Thomas packs it with proper, practical advice on navigating hallways, not ballsing up presentations, and the virtue of pushing in your chair after meetings.

Thomas chirps to us on tonnes of topics, including his first job taking a crowbar to beautiful furniture, what might've been if he'd never read Hey Whipple, writing the book he wished existed, bus stops that smell like cookies, writing 100 terrible lines to get to a great one, AI, what to do with a dud brief, his arch rival Andrew Boulton, the Tom he’d float with in a barrel down a river, and a whole lot more. Junior or not, you’d be a fool not to let us bend your ear ‘ere.

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Follow Thomas on LinkedIn, Instagram, and Twitter.
Here’s his website.
Pick up at least one copy of Junior.
Listen to our episodes with Thomas’s pals Luke Sullivan and Cameron Day.
Here’s our episode with his arch-rival Andrew Boulton too.

Timestamps
(02:08) - Quick fire questions
(03:22) - Getting paid to beat the shit out of beautiful furniture
(07:40) - What might’ve been if he'd never read Hey Whipple
(08:57) - Writing the book he wished existed
(12:10) - The highs and lows of life as a Junior
(16:41) - Writing 100 terrible lines to get to a good one
(20:17) - Will AI take our jobs?
(25:00) - What to do with a dud brief
(28:04) - Listener questions
(29:32) - Which Tom he’d float with in a barrel down a river
(34:40) - 4 pertinent posers

Thomas’s book recommendations are:
The Book of Gossage by Howard Luck Gossage
Hey Whipple, Squeeze This by Luke Sullivan
Chew With Your Mind Open by Cameron Day

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118: Why the 'London bubble' is a myth with research duo, Andrew Tenzer & Ian Murray

Giles Edwards — Fri, 28 Jul 2023 04:05:00 +0000

This week, we cast a spell of double double toil and trouble and caught the pair from Burst Your Bubble; it’s Andrew Tenzer and Ian Murray.

The duo behind a treasure trove of award-winning research on the culture of marketing, Andrew and Ian have recently launched a radical new consultancy powered by the art and science of perspective-taking.

There’s no eye of newt or toe of frog in this cauldron of conversation topics, but the duo turned up the heat on studying politics, when their paths first crossed, monkeys, bananas, and pandas, provocative research, why Ian is sickened by the idea of the ‘London bubble’, spotting bad research, whether the ad industry is left-leaning (h/t Steve Harrison), banning the word insight, and lots more.

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Follow Andrew and Ian on LinkedIn
Check out Burst Your Bubble
Here's their workshop on research for open thinkers
Read why we shouldn’t trust our gut instinct
And listen to our episode with Steve Harrison for good measure

Timestamps
(02:08) - Quick fire questions
(02:54) - Andrew’s first jobs, failed music career, and how he got into research
(07:54) - What happened when Ian followed what interested him
(13:43) - Their first joint research piece on gut instinct
(16:31) - How marketers compare to the rest of the population when it comes to taking notice of context
(28:01) - The Myth of the ‘London Bubble’ and why it sickens Ian
(33:39) - Their new consultancy Burst Your Bubble
(40:31) - Listener questions
(47:12) - 4 pertinent posers

Andrew and Ian’s book recommendations are:
The Road to Somewhere by David Goodhart
The Righteous Mind by Jonathan Haidt
Lemon by Orlando Wood
Look Out by Orlando Wood
Decoded by Phil Barden
Obliquity by John Kay
Feminism for the 99% by Nancy Fraser
The Old is Dying and the New Cannot Be Born by Nancy Fraser

Editor’s Note: Steven Lacey, mentioned by Ian in this episode, has been in touch to clarify his stance on the 'London Bubble'. Steven concurs entirely with Ian and Andrew’s viewpoint that the London Bubble is a myth. For his full response, see here.

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117: How copywriter and messabouter Dave Harland wins work by confusing LinkedIn scammers

Giles Edwards — Fri, 14 Jul 2023 04:05:00 +0000

This week, we opened spoof copywriting dojo Cobra K-AI to sweep the leg of the scammer-scammer, Dave Harland.

Copywriter and messabouter with massive fingers. Dave helps businesses and brands speak to people with more personality, via the medium of the alphabet. His favourite part of it all is “getting paid to be silly”.

Tune in for an exclusive on his brand-new copywriting agency. Plus we chat about betting on illegal hedgehog duels, a size 5 Mitre Delta casey, what he’s been up to the last 1400 days, going all in on the funny stuff, positioning himself against our diligent robot overlords, confusing scammers, Uncle Tony’s underpants, where the most memorable ideas come from, Professor Henry Gremlin and tons more.

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Listen to his first Call To Action foray in 2019.
Follow Dave (and the tales of Uncle T) on LinkedIn and Twitter.
Here’s his website.
Sign up to The Word for tips, stories, silliness, and updates on his new agency.
He’ll be at The Marketing Meetup Liverpool and CopyCon.
And once he gets his arse in gear, there’ll be an Uncle Tony book to look out for.

Timestamps
(02:01) - Quick fire questions
(04:05) - What he’s been up to since his first episode
(05:02) - Lockdown and going all in on the fun stuff
(10:57) - Does funny have a formula?
(18:06) - The Origins of Confuse the Scammers
(25:12) - An exclusive look at his new copywriting agency
(31:02) - Listener questions
(31:58) - Something…something…copywriting and AI
(48:46) - 4 pertinent posers

Dave’s book recommendation is:
A Self-Help Guide for Copywriters by Dan Nelken

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116: How you can create more effective work with Rosie & Faris Yakob

Giles Edwards — Fri, 30 Jun 2023 04:05:00 +0000

Following eyewitness reports of stolen genius, we hurtled down the highway to catch ad land’s own Bonnie and Clyde; it’s Rosie and Faris Yakob.

Together they form Genius Steals, a nomadic creative consultancy helping brands, agencies, and rebels find the awesome at the intersection of new communication ideas, new product concepts, and new ways of thinking.

They give us the low down on life on the ~~run~~ road, how Rosie earned $10,000 babysitting, ‘Ask Faris’, US vs UK education system, the lack of industry practitioners as professors, engineering moments of in-betweenness, K-shaped recovery, Blair Enns, charging for what you know (not what you do), entertainment as the cost of admission to someone’s brain, the key to creative effectiveness, and a whole lot more.

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Here’s Genius Steals
Follow Rosie on Instagram
And follow Faris on Twitter (yes, he’s still on there)
For our chinwag with Blair Enns, hear here
Everybody’s Free (To Wear Sunscreen) by Baz Luhrmann

Timestamps
(01:44) - Quick fire questions (Ask Jeeves or Ask Faris?)
(03:42) - How Rosie made $10,000 babysitting and her first jobs
(10:32) - Faris’s beginnings collecting golf balls, management consultancy and working at lads mags
(18:41) - The education system, subjectivity and outdated teaching methods
(26:52) - Life on the road and why you shouldn’t be a prisoner to your preferences
(32:47) - Engineering moments of in-betweenness
(42:08) - Listener questions
(42:24) - Attention, emotion and the importance of context
(52:56) - How we can create more effective work
(01:02:00) - Trends for marketers and the emergence of luxury products
(01:04:50) - 4 pertinent posers

Rosie and Faris's book recommendations are:
To Sell is Human by Dan Pink
The Righteous Mind by Jonathan Haidt
XX by Rian Hughes
Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin
Understanding Comics by Scott McCloud
Stone Junction by Jim Dodge

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115: Why you SHOULD be a pain in the aris (with compassion) with Charity and Business Leader, Chris Paouros

Giles Edwards — Fri, 16 Jun 2023 04:05:00 +0000

We had to drag Giles away from Chick King to catch Spurs royalty and exceptionally talented business brain Chris Paouros this week.

Broadcasting from the bench to the boardroom, Chris spends her time solving hugely complex, often highly emotive problems that are rooted in everything from corporations to communities.

She talks to us on her first job in a video shop, making covered buttons, what working in retail teaches you, social justice, Eric Cantona and meaningless distinction, building businesses, running a political campaign, being a pain in the arse with compassion, Pride in Football, why belonging at work is so important, and a whole lot more. So go have your ears bent now (in a good way).

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Follow Chris on Twitter, LinkedIn and Instagram
Hear her sing a little song on Guardian Women’s Football Weekly
And check out her website

Timestamps
(02:19) - Quick fire questions
(03:53) - First job in a video shop and what a grounding in retail can teach you
(12:31) - Doing the original “Mickey Mouse” degree
(17:30) - The lecturer who stayed in her house
(20:17) - Eric Cantona and meaningless distinction
(26:53) - Learning how to build a business on the job
(33:09) - The Women’s Equality Party and running a political campaign
(38:58) - Equity, inclusion and belonging
(47:59) - Pride in Football and getting a homophobic chant banned
(52:31) - Listener questions (h/t Andrew Spurrier-Dawes)
(58:44) - 4 pertinent posers

Chris's book recommendations are:
From Margin to Centre by Bell Hooks
How to Lose a Country by Ece Temelkuran
How to Stay Sane in an Age of Division by Elif Shafak
The Island of Missing Trees by Elif Shafak

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114: "Why aren't ad agencies advertising themselves?" with Copywriter & Creative Director, David Moore

Giles Edwards — Fri, 02 Jun 2023 04:05:00 +0000

This week we’re leading the frontline charge against agencies not advertising themselves by catching and conscribing long-serving ad man, David Moore.

A creative director and copywriter living in the land of beef and corn, he’s written ads for dog wormers, mainframe computer channel extenders, and $1000 dollar steaks. He even named the tallest, fastest roller coaster in the world.

Lauded on LinkedIn for sharing ads for advertising agencies, David is dead set on reminding us all that agencies have an obligation to advertise themselves, yet inexplicably few do.

Lend us your ears for a caffeine-fuelled chinwag on writing 500 TV commercials in 3 years, why agencies won’t advertise themselves, winning and losing a client in 24 hours, how to retain creative talent when your clients aren't big sexy brands, cover songs, why you shouldn’t be afraid to lean on precedent, and a shed load more. Plus, Giles somehow manages to crowbar in Richard Cheese.

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Follow David on Twitter and LinkedIn
Here’s Kingswood and Palmerston
And David swears by the One Show annuals

Timestamps
(01:47) - Quick fire questions
(03:03) - His first-ever job as a photographer
(06:44) - Writing 500 TV commercials in 3 years
(11:03) - What he’s learned from wearing practically all the agency hats
(14:38) - Why aren’t ad agencies advertising themselves?
(15:44) - The Four Horsemen of the “Adpocalypse”
(22:40) - Should your ad agency hire an ad agency?
(24:35) - What hiring a consultant can do for your business
(32:16) - Just because it’s not the way you’d do it, doesn’t mean it’s wrong
(35:18) - The connection between cover songs and advertising
(39:35) - Listener questions from Derek Walker, Carolyn Barclay, and Jake Sanders
(48:07) - 4 pertinent posers

David's book recommendations are:
Where the Suckers Moon by Randall Rothenberg
A Short History of Nearly Everything by Bill Bryson
A Self-Help Guide for Copywriters by Dan Nelken

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113: "Should you chuck buyer personas in the bin?" with Copywriter, Diane Wiredu

Giles Edwards — Fri, 19 May 2023 04:05:00 +0000

Wi-re-du doo doo push pineapple shake the tree as we catch the messaging expert helping brands sing with a hula melody. This week, it’s Diane Wiredu (doo doo*).

Founder of Lion Words, Diane is laser focused on customer research and brand strategy. She’s a top writer getting SaaS and B2B companies to simplify their message, attract more perfect-fit customers and get better results from their marketing.

She roars to us on her favourite Dave, her penchant for hotel lift music (and people with pointy ears), the legendary Jacqueline Wilson, stacking shelves, her love for languages, a pandemic pivot to copywriting, fighting the ‘fluff’ in B2B and SaaS, approaching and justifying research, putting buyer personas in the bin, the “so what?” test, over preparing, and a treasure trove more.

*Good luck getting that one out of your head.

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Follow Diane on LinkedIn
And check out Lion Words

Timestamps
(01:54) - Quick fire questions
(05:35) - First ever job
(07:22) - Studying languages and her pandemic pivot
(13:09) - Finding the ‘fluff’
(16:08) - Research > strategy > tactics
(19:03) - Justifying the research phase with clients
(20:36) - Should you chuck your buyer personas in the bin?
(24:55) - Why customer interviews are king
(29:47) - Building your messaging strategy post-research
(33:35) - Balancing customer vs competitor insights
(37:41) - Listener questions (h/t Dave Harland)
(47:06) - 4 pertinent posers

Diane's book recommendations are:
Different by Youngme Moon
Alchemy by Rory Sutherland
Harry Potter and The Goblet of Fire by J.K. Rowling
Before I Go to Sleep by S.J. Watson

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112: The man behind the Ad Agency of the Year with Greg Hahn, Mischief

Giles Edwards — Fri, 05 May 2023 04:05:00 +0000

This week, we said pspspsps to tempt and catch the c̶a̶t̶ man behind US Ad Agency of the Year, Mischief, Greg Hahn.

Dubbed a “legend who deserved to be a legend” by George Tannenbaum, Greg has produced creative work that works for decades, winning pretty much every award in the ad land arsenal in the process. But, more importantly than that, he’s one of our most important industry voices, talking the talk as Mischief walks the walk.

He talks to us on his first job knocking on stranger's doors, why he sacked off journalism, cutting his teeth in print and out-of-home, how to deal with the pressure to perform, saying no to work, bringing the joy back to ad land, why his agency Mischief meows, finding the most interesting problem, the story behind Tubi’s Super Bowl hijack, 80s hair metal, and more.

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Follow Greg on LinkedIn
Check out his agency Mischief
Here’s why Mischief meows
And make sure to watch that Tubi Interface Interruption Super Bowl ad

Timestamps
(01:45) - Quick fire questions
(02:43) - First-ever jobs
(07:55) - Cutting his teeth in print and OOH
(12:25) - Why he says no to work
(13:59) - Bringing the joy back
(17:14) - Why Mischief is a brand not just an agency
(22:26) - Don’t bark, meow
(29:59) - Listener questions
(33:15) - Tubi Super Bowl hijack
(37:11) - 4 pertinent posers

Greg's book recommendations are:
The Power of Now by Eckhart Tolle
Alchemy by Rory Sutherland
The Creative Act by Rick Rubin
Hit Makers by Derek Thompson
Nothin’ But a Good Time by Richard Bienstock and Tom Beaujour

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111: "Is advertising changing for better or worse?" with Orlando Wood, System 1

Giles Edwards — Fri, 21 Apr 2023 04:14:00 +0000

When life gives you Lemon, make lemonade. So, this week, we catch and squeeze a glass full of tasty topics from creative super brain, Orlando Wood.

Chief Innovation Officer at System 1 group and author of Lemon and Look Out, Orlando is dead set on delving deep into the links between advertising, psychology, and the creative arts.

He talks to us on interviewing unsuspecting passengers on the Eurostar, advertising as a barometer to society, art history, how a dazzling artform became a dreary science, left and right brain hemispheres, whether advertising is changing for better or worse, legends like Gossage, Bernbach, and Bullmore, humour, his favourite painting, what he thinks of ‘content’, and more.

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Follow Orlando on LinkedIn
Get your mitts on his books Lemon and Look Out
And, if you’re an IPA member you can get a wedge off by buying directly from them (Lemon and Look Out)

This month we’re supporting the award-winning School of Communication Arts to make the very best creative education available to all. They’ve launched a huge sale across their best-selling courses for agency creatives to fuel diversity in the industry - 20% of sales will go to Brixton Finishing School, all further profits will feed into SCA’s scholarship programme for 2023. Head here to see the courses for sale from only £150 per person.

Timestamps
(01:57) - Quick fire questions
(03:29) - First ever job and first proper job in marketing
(07:40) - Advertising doesn’t exist in a vacuum
(09:52) - The parallels between art and advertising
(12:30) - Studying history and how it helps with advertising
(14:39) - His books Lemon and Look Out
(23:05) - The left and right hemispheres of the brain
(25:40) - Advertising in the 1950s
(33:24) - “Humour gets in under the door while seriousness is still fumbling at the handle”
(38:42) - Listener questions
(49:39) - 4 pertinent posers

Orlando's book recommendations are:
Madison Avenue USA by Martin Mayer
When Advertising Tried Harder by Larry Dobrow
Methods of the Mad Men by Mike Everett

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110: How to beat uncertainty and unpredictability with Matt Watkinson, CX consultant & author of Mastering Uncertainty

Giles Edwards — Fri, 07 Apr 2023 04:05:00 +0000

This week, we tracked a trail from Tilehurst to Tinseltown to catch one of Reading’s finest exports, Matt Watkinson, where he was, and remains, in LA.

An internationally renowned author, speaker to a whole host of brands, and consultant on all things CX, product and business, Matt’s latest tome, Mastering Uncertainty, explores and advises how to turn this inherent source of anxiety into an advantage.

3 years and almost 100 episodes since his first Call To Action chinwag, Matt talks through a ton of topics; his new book, the fertile void of COVID, piling rice one grain at a time, Rafael Nadal, serendipity, luck surface area, fear of failure, affordable loss, asking yourself ‘what’s my downside?’, Hungarian expletives, and a treasure trove more.

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Follow Matt on LinkedIn
Here’s his website (“idiotic” side projects included)
Check out his three books: Mastering Uncertainty, The Grid, and The Ten Principles Behind Great Customer Experiences
And go gorge on our first Call To Action chinwag with Matt here

This month we’re supporting the award-winning School of Communication Arts to make the very best creative education available to all. They’ve launched a huge sale across their best-selling courses for agency creatives to fuel diversity in the industry - 20% of sales will go to Brixton Finishing School, all further profits will feed into SCA’s scholarship programme for 2023. Head here to see the courses for sale from only £150 per person. And you can listen to SCA Dean, Marc Lewis, talk more about the school and a whole load more, here.

Timestamps
(03:30) - Quick fire questions
(05:00) - Why he wrote Mastering Uncertainty
(12:13) - The trivial beginnings of most life-changing events
(17:39) - Trying to get to certainty before you act is a waste of time
(26:43) - Luck vs serendipity
(30:00) - Fear of failure and uncertainty
(41:28) - The concept of affordable loss
(47:28) - What’s my downside?
(50:09) - Listener questions
(01:01:58) - 4 pertinent posers

Matt's book recommendations are:
Accelerating Excellence by James A. King
Gap Selling by Keenan
The Creative Act by Rick Rubin

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109: A masterclass in brand health tracking with Jenni Romaniuk, Ehrenberg-Bass Institute & Author of Better Brand Health

Giles Edwards — Fri, 24 Mar 2023 05:05:00 +0000

This week, we opened wide and said 'aaaah-nd welcome back' as we once again caught Better Brand Health author, Jenni Romaniuk.

Research Professor and Associate Director at that conveyer belt of marketing minds, the Ehrenberg-Bass Institute, Jenni has advised many of the world’s biggest brands and authored what’s now a trilogy of true industry bibles.

3 years and 1 new book better, we snared Jenni for a second Call To Action chinwag on penning Better Brand Health, pomegranate trees, marketer’s frustrations around brand tracking, shiny new metrics, brand rejection, attributes, memory, charming condiments, healthy cars, a rant on Net Promoter Score, $3 hot dogs, a salacious soft p*rn novel, and a quick fire question she answered with a third alternative which was to gouge her eyes out with a spoon...

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If you haven’t already, you’d be a fool not to fill your ear canals up with Jenni’s first cameo on Call To Action, here.

Find Jenni on LinkedIn
Get your grubby mitts on a copy of Better Brand Health
Here’s Jenni’s other two brilliant books; Building Distinctive Brand Assets and How Brands Grow 2
And enjoy her current favourite ad, Go A Moe’s, if you’re after a serious earworm (or $3 hot dog)

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:54) - Quick fire questions
(05:00) - Why she wrote Better Brand Health
(11:32) - The frustration marketers feel with brand tracking
(15:17) - Chasing shiny new metrics
(18:09) - Is tracking brand health easier than we assume?
(20:53) - A lesson on brand rejection
(25:43) - Is there a case for not tracking brand health?
(29:01) - Attributes and memory
(40:22) - Listener questions
(50:50) - 4 pertinent posers
(55:40) - The salacious soft p*rn version of Better Brand Health

Jenni’s book recommendations are:
Slow Horses by Mick Herron
A Scandalous Life by Mary S. Lovell
The Meaning of It All by Richard Feynman

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108: Meet the woman called in when one of the big consultancies fails with Lisl Macdonald, Marketer & Problem Solver

Giles Edwards — Fri, 10 Mar 2023 05:05:00 +0000

This week, we thought Phuket and sailed the Thai seas to catch marketer and problem solver, Lisl MacDonald.

With over 30 years of experience in the business, Lisl cut her teeth in London with BT, Virgin, and Ogilvy, before her sense of adventure and curiosity took her to Asia to set up her own consultancy. Obsessed with interrogating ideas, she is a fellow of the Royal Society of Arts and chairs judging panels for the prestigious MSS Star Awards.

Lisl talks to us on her unusual upbringing on a tiny Scottish island, her ‘white coat and condom’ phase, learning whilst doing at BT, moving to Asia, what kept her in Thailand, finding her job being advertised in The Sunday Times, being the only backpacker with Estee Lauder sun cream, realising that you are not the cultural baseline, her experience as a woman in the industry, ego, complacency, solving oddly shaped problems, and tons more.

We also wade through a shedload of overwhelmingly good listener questions we had in (including one from Call To Action alumni Rory Sutherland).

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You can find Lisl on LinkedIn
She wants you to watch this case study for TMB
And keep your eyes peeled for her book that’s coming soon

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:53) - Quick fire questions
(03:51) - Her first-ever jobs on a tiny Scottish island
(05:31) - The 'white coat and condom' phase
(09:02) - Learning whilst doing at BT
(18:12) - Moving to Asia in a dramatic fashion
(21:27) - How to succeed working in Asia
(28:30) - Differences she sees in the trajectory of the industry nowadays
(38:31) - Being a woman in the industry
(49:31) - Listener questions (including one from Rory Sutherland)
(55:36) - 4 pertinent posers

Lisl’s book recommendations are:
Delusions of Brandeur by Ryan Wallman
How to Build a Better Business Plan by Alastair Thomson
Nonviolent Communication by Marshall B. Rosenberg
Hex by Jenni Fagan
On Connection by Kae Tempest
The Three-Body Problem by Cixin Liu

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107: Game of Thrones actor, Tim Plester, on why the Red Wedding stunk & getting his role in After Life

Giles Edwards — Fri, 24 Feb 2023 05:05:00 +0000

The Lannisters send their regards this week as we catch Game of Thrones and After Life actor, Tim Plester, for a right royal chinwag.

All-round stellar chap (off-screen anyway), Tim is best known for selling drugs to Ricky Gervais in Netflix’s After Life and slitting Cat Stark’s throat in Game of Thrones.

But alongside his film and TV exploits, Tim has made documentaries capturing the weird-and-enduring folk customs of our Sceptred Isle, won the National Student Playwright of the Year Award and featured in over 70 adverts. Yes, that’s right, he was once one of the 118-118 runners.

Tim doesn’t sell Giles any drugs, but does talk to us on stealing comic books, Nativity plays, having an interesting face, ads bleeding into culture, Nobby’s (and Rowan’s) nuts, writing versus acting, getting the role in After Life, dipping his toe into ad land, his Morris dancing journey, why the Red Wedding stunk, and tons more.

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Here's Tim’s website
Follow him on Twitter, LinkedIn, and Instagram
Check out Way of the Morris and The Ballad of Shirley Collins
Southern Journey [Revisited] is on Now TV
Backyard Village is on Apple TV and Amazon
Love Me Till Monday is on Amazon and iTunes
And finally, The Bastard Son & The Devil Himself and Shadow & Bone are on Netflix

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(02:28) - Quick fire questions
(05:00) - Stealing comic books and his first ever job
(11:57) - Getting an agent and having an interesting face
(14:58) - Writing vs acting
(19:43) - Acting in ads (118-118, AIB bank, Nobby’s Nuts)
(27:50) - Getting the role in After Life (after not getting the role in The Office)
(40:45) - Dipping his toe into ad land
(45:31) - Being a Morris dancing convert
(58:28) - Advice for copywriters
(01:03:35) - Game of Thrones and The Red Wedding
(01:14:39) - 4 pertinent posers

Tim’s book recommendations are:
Herzog on Herzog by Werner Herzog
A Guide for The Perplexed by Werner Herzog
Pilgrim At Tinker Creek by Annie Dillard
The Book of Trespass by Nick Hayes
The Trespasser’s Companion by Nick Hayes

He also recommends a couple of films:
Bardo: False Chronicle of a Handful of Truths by Alejandro Iñárritu
Haulout by Maxim Arbugaev and Evgenia Arbugaeva

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106: How Joe Glover built the loveliest community in marketing, The Marketing Meetup

Giles Edwards — Fri, 10 Feb 2023 05:05:00 +0000

This week Glover’s in the air(waves), everywhere I look around, as we catch Joe from The Marketing Meetup for a positively lovely chinwag.

The kind of guy who gives marketing a good name, Joe Glover is the smile behind a growing community of marketers that’s currently 25,000 strong. At weekly events, his community hears from Oscar nominees, disabled rights champions, and marketing heroes such as Ritson, Rory, and many of the world’s best-known marketers.

Lend us your ears as we talk Cantona, self-worth, salary, “inventing” the marketing funnel, how growth enables impact, why he never gives advice, shooting for the States when he should’ve shot for the moon, building a brand with love and kindness at its core, how he built the most welcoming community in marketing, and so much more.

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Follow Joe on Twitter and LinkedIn
Check out The Marketing Meetup
Join their online or in person events
And get your grubby mitts on their newsletter

Here’s Joe’s choice cut of TMM Talks to treat yourself to:
Why your website visitors are not converting by Mary Owusu
How to deliver great presentations, speeches and pitches by Max Hoppy
How to break away from billable time and charge for creativity by Giles Edwards
How to launch a business or project you love by Sophie Cross
How to find the right marketing messaging by Diane Wiredu

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:42) - Quick fire questions
(04:25) - First ever job and first job in marketing
(08:51) - Thinking he invented the marketing funnel
(14:04) - Why he started The Marketing Meetup
(16:25) - How he created a seriously welcoming community
(24:16) - The origin of ‘positively lovely'
(30:20) - The future of The Marketing Meetup
(38:19) - Listener questions
(48:38) - 4 pertinent posers

Joe’s book recommendations are:
The Escape Artist by Jonathan Freedland
Man’s Search For Meaning by Viktor E Frankl

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105: "When will agencies understand the value of account management?!" with Faizan Ali, VMLY&R

Giles Edwards — Fri, 27 Jan 2023 05:05:00 +0000

This week, we took one giant leap to catch aspiring astronaut turned account manager, Faizan Ali.

Currently Account Director at VMLY&R, Faizan is a loud and proud advocate for account managers worldwide. Having cut his teeth at Saatchi, JWT, and Hogarth Worldwide, he shares stellar advice on LinkedIn on how to calm storms, massage egos and help sell the work.

Tune in for an out-of-this-world chinwag on all things account management; why it’s both extremely hard and very simple, the qualities of a good client partner, what to do when s**t hits the fan, why agencies need to realise what added value it brings, the best way to deal with client briefs, the wording of the job title itself, having a point of view, timesheets, job specs, ego and tons more.

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Follow Faizan on Twitter.
And on LinkedIn for a choice cut of stellar account management advice.
Here’s a few to whet the appetite:
3 QUESTIONS IN 3 MINUTES
As Account Managers, we wear many hats
Listening is an Art
GOOD ACCOUNT MANAGER vs GREAT ACCOUNT MANAGER
Listen to Call To Action with Nick Ellis for tips on creative briefing, his “womb room”, making the world’s most boring advert for a sex toy client and loads more.
And here’s Nick’s talk from ZeeMelt on Account Management.

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:42) - Quick fire questions
(02:50) - Starting a social media agency at university
(08:57) - First account management role at JWT
(10:41) - Why account management is extremely hard but very simple
(13:00) - Agencies need to realise what added value account management brings
(17:32) - Handling mess and politics as an account manager
(20:40) - Dealing with client briefs
(26:30) - Account Manager or Client Partner?
(28:20) - Listener questions
(34:28) - 4 pertinent posers
(38:56) - How to navigate problems to do with ego

Faizan’s book recommendations are:
Good Strategy Bad Strategy by Richard Rumelt
Me Talk Pretty One Day by David Sedaris
Strategy Is Your Words by Mark Pollard

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104: How to raise your prices with current clients (and not p**s them off in the process) with Blair Enns, Win Without Pitching

Giles Edwards — Fri, 13 Jan 2023 05:05:00 +0000

This week, we used a puff of smoke to catch pricing magician Blair Enns performing his favourite trick; making RFPs disappear.

Founder of Win Without Pitching and Author of The Win Without Pitching Manifesto and Pricing Creativity, Blair is dead set on getting creative businesses to price their work properly, single-handedly saving those who sell ideas for a living from giving them away for nada.

We pulled a ton of topics out of a hat including his early years in account management and new business, pitching and RFPs, generalist vs specialist agencies, value-based pricing, why your agency should have a portfolio of pricing models, pricing creatively, how to raise your prices with current clients (and not p**s them off in the process), search consultants, hissing cockroaches and loads more.

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Follow Blair on Twitter and LinkedIn
Check out Blair’s website
Get his books Pricing Creativity and The Win Without Pitching Manifesto
Here’s the 2Bobs podcast
And listen to Blair’s new show 20% The Marketing Procurement Podcast
Strange Creatures: Pitches, Search Consultants, and Hissing Cockroaches by Blair Enns
Consultative Selling: Beating The Odds by Tom Lewis

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:52) - Quick fire questions
(03:58) - Account management as a gateway drug into ad land
(09:38) - Doing new business remotely in 2000
(13:45) - The real problem with pitching
(21:44) - Value based pricing
(24:22) - Does the blame lie with agencies or clients?
(27:11) - Why pricing is a prison cell in your own mind of your own making
(31:53) - Pricing as a creative act
(37:25) - The importance of presenting more than one price
(43:28) - Listener questions
(50:36) - 4 pertinent posers

Blair’s book recommendations are:
$100M Offers by Alex Hormozi
The Boutique by Greg Alexander
The Business of Expertise by David C. Baker

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103: Meet the man to thank for skippable ads on YouTube; Walter Geer III, VMLY&R HEALTH

Giles Edwards — Fri, 16 Dec 2022 05:05:00 +0000

This week, we put pedal to the metal and found a new top gear, a Walter Geer III.

Sport-bike racer, track and field All-American, and seriously impressive fella, Walter is Chief Experience Design Officer at VMLY&R HEALTH, bridging tech, storytelling, design, and user experience to create innovative design solutions to health.

Walter hits top speed talking on a ton of tantalising topics like the lies he told people in awful suits, his early rich media roles at The New York Times and Myspace, why the best creatives are inquisitive, ethics around wearables, why chatbots are s***, being the second penguin in the water, why more brands need to understand that screwing up is OK, a tirade on timesheets and more.

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Follow Walter on Twitter, LinkedIn, and Instagram
Call To Action alumni Derek Walker was kind enough to link us up with Walter to record this episode. Go give his episode some kudos.

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(02:08) - Quick fire questions
(04:06) - First ever job and why he lied to people in awful suits
(06:29) - His early days in the rich media team at The New York Times
(13:45) - Moving up the food chain to eat the problem sooner agency side
(17:52) - Working in health
(19:05) - What does a Chief Experience Design Officer do?
(22:49) - Data, ethics, chatbots and wearables
(29:33) - Listener questions
(37:46) - 4 pertinent posers

Walter’s book recommendations are:
It's Not How Good You Are, It's How Good You Want To Be by Paul Arden
What Lucy Taught Us by Walter T Geer Jr

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102: “Culture is only as strong as the worst behaviour it tolerates” with Sara Tate, former CEO of TBWA London

Giles Edwards — Fri, 02 Dec 2022 05:05:00 +0000

This week, we twiddled our Poirot-Esque moustache and put our egg-shaped heads together to track down and catch ad industry titan, Sara Tate, for a chinwag.

Sara is former CEO of TBWA London and, alongside Anna Vogt, penned The Rebuilders, a guide to building resilience and turning obstacles into opportunities.

She talks to us on TV detectives, working in a teabag factory, being a nosy ninny, struggling early on in her strategy career, courier-related mini-mega cringes, writing about setbacks and resilience, the commonalities between our personal and professional lives, dealing with your mental inbox, moving into a leadership position, and tons more for your little grey cells to devour.

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Follow Sara on Twitter and LinkedIn
Pop a copy of The Rebuilders in your basket
And pour the pod version into your ears, pronto

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:45) - Quick fire questions
(03:19) - First-ever jobs
(06:05) - Being a strategist (and a nosy ninny)
(13:35) - Writing about setbacks and resilience
(17:50) - Commonalities between our personal and professional lives
(26:41) - How to focus on the now
(31:48) - Dealing with your mental inbox
(38:31) - The beginner’s mind
(46:03) - Listener questions
(52:37) - 4 pertinent posers

Sara’s book recommendations are:
Grit by Angela Duckworth
What I Loved by Siri Hustvedt

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101: How to practice being lucky with Andy Nairn, Lucky Generals & Author of Go Luck Yourself

Giles Edwards — Fri, 18 Nov 2022 05:05:00 +0000

This week, we’re up all night to get Lucky General, Andy Nairn.

One of the world’s most respected brand strategists, Andy is a founder of one of the UK’s most successful agencies, Lucky Generals, and author of Go Luck Yourself. Boasting a client roster including Amazon, Virgin Atlantic and Yorkshire Tea, they’ve been shortlisted for Campaign’s Agency of the Year five years in a row.

Andy chats to us on manipulating the UK music charts, chopping thistles and weeding wild oats, working for David Abbott, giving out really bad legal advice, the early days of Lucky Generals, the rainbow laces campaign, defining, acknowledging and creating your own luck, why he hates big tables, and loads more. Feeling lucky? Click play.

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Follow Andy on Twitter and LinkedIn
Here’s Lucky Generals
Stack the odds in your brand’s favour with his book Go Luck Yourself
Or wait for the soon-to-be-released deck of cards version by emailing luckycards@luckygenerals.com
Support Commercial Break
Listen Up by Andy Nairn on ISOLATED Talks

Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(01:46) - Quick fire questions
(02:56) - First ever (slightly medieval) job
(04:06) - His first agency job at AMV with David Abbott
(11:06) - Why did he want to set up his own shop?
(12:47) - The chaotic story behind the name Lucky Generals
(15:04) - Early days at Lucky Generals and rainbow laces campaign
(18:38) - Defining luck
(23:10) - Practicing being lucky
(30:05) - Brands born lucky
(33:01) - Supporting Commercial Break
(37:21) - Listener questions
(46:15) - 4 pertinent posers

Andy’s book recommendations are:
Run with Foxes by Paul Dervan
Brandsplaining by Jane Cunningham and Philippa Roberts

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100: Mark Ritson unleashes his devilish take on the marketing industry for our 100th episode

Giles Edwards — Fri, 04 Nov 2022 05:05:00 +0000

We laid traps of tactics before strategy to lure Mark Ritson (and Ritdad) as he was reintroduced to mainland UK to unleash his Tasmanian devilish take on the industry, for Call to Action’s 100th episode.

He’s spent 25 years working as a marketing professor, has been a columnist at Marketing Week for over a decade, is a world-class speaker and has built, presented, and demolished marketing plans for some of the world’s biggest brands. Through his Mini MBA courses in Marketing and Brand Management, Mark has trained nearly 30,000 marketing marsupials across 60 countries, including 83.7% ish of …Gasp!

Mark chirps on being the rarest breed of marketing professor who loves (and actually does) marketing, getting aroused at Wacker Drive, being lured to la Maison LVMH, how the Mini MBA became his AirPods, what to do with woolly briefs, planning cycles, Pot Noodle’s purpose, pricing, and more, before piling on praise for the grumpy Byron Sharp in our feast of listener questions. So get your ears out and listen in.

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Follow Mark on Twitter and LinkedIn
Become a better marketer with the Mini MBA in Marketing and Brand Management
Read Mark’s Marketing Week column
Here’s the Tone of Voice work …Gasp! did for the Mini MBA series

Thank you to everyone who has lent their ears and their brains for 100 episodes of the Call To Action® podcast. It’s a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.

Timestamps
(02:21) - Quick fire questions
(05:50) - First ever job
(08:45) - Professor or Marketer?
(11:10) - Getting aroused at Wacker Drive
(13:30) - Landing the role at LVMH
(17:49) - Is marketing changing for the better?
(23:15) - Marketing Twitter vs the silent majority
(27:34) - Problems in marketing academia
(36:19) - Why he isn’t really Mr Anti-Purpose
(37:54) - How to plan your marketing
(49:52) - Listener questions
(57:53) - A masterclass in pricing
(1:00:22) - 4 pertinent posers

Mark’s book recommendation is:
Good Strategy Bad Strategy by Richard Rumelt

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99: Steve Harrison & Giles Edwards vent eloquent fire on agencies, pitches, rude clients & the story behind ....Gasp!

Giles Edwards — Fri, 28 Oct 2022 11:30:00 +0000

Ahead of our 100th episode next week, one of the most outspoken and brilliant voices in ad land, Steve Harrison, dropped by …Gasp! HQ and tore up our usual script for a special bonus episode of Call to Action.

Copywriter, author, and great friend of the agency, Steve stuck the boot very much on the other foot and snared Giles to shoot the breeze on all things …Gasp!, with an extra dose of eloquent fire for good measure. It is Steve after all.

We chat on why we’re called …Gasp!, art director heroes, being a bunch of creatives who excel a strategy (and vice versa), turning down pitches and firing rude clients, turning 13, abusive voicemails from Sophie, the confidence crisis amongst agencies, our work for Langleys and Zen Internet, setting fire to the Leo Burnett offices, getting sued, selling the agency and tons more.

Tune in next Friday for our 100th episode with an extra special guest. It’s going to be mega. ~~Ritson~~ Mark my words.

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Follow Steve and Giles on Twitter
See what happened when …Gasp! turned 13
Check out our work with Langleys and Zen Internet
Here’s Jonathan Barnbrook
Watch Giles’s talk on breaking away from billable time
Over 80% of our team has completed at least one of Mark Ritson's Marketing & Brand Management Mini MBAs

Timestamps
(02:54) - Why we’re called …Gasp!
(04:46) - Art Directors and creative heroes
(09:30) - …Gasp!’s focus on strategy over tactics
(13:23) - Working for big shops or little shops?
(19:32) - Turning down pitches and firing clients
(32:00) - Moving away from the billable hour
(35:45) - Confidence crisis amongst agencies
(44:42) - A social purpose campaign that works for Zen Internet
(52:10) - Setting fire to the Leo Burnett office; have we lost rock and roll creatives?
(59:00) - Our work, that worked, with Langleys
(1:08:43) - Would Giles sell the agency?

Giles & Steve’s Book Recommendations
A Smile In the Mind by Beryl McAlhone and David Stuart
The Art of Looking Sideways by Alan Fletcher
Can’t Sell Won’t Sell by Steve Harrison

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98: ‘Client-side or agency-side; a proper marketer could do both?’. A verbal slugfest with Lee Grunnell, Gillian Rightford & Tom Lewis.

Giles Edwards — Fri, 21 Oct 2022 04:05:00 +0000

Let’s get ready to rumble! Grab your ringside seat for the second episode in our battle royale-style heavyweight series; They Might Be Right. It’s the boisterous brother of Call To Action that breaks up bundles in the pithy playground of Twitter.

Named in honour of Bill Bernbach’s famed jacket pocket card, we invite our challengers into the octagon of debate for a verbal slugfest, whilst being mindful and welcoming to the opinions of others.

This week’s motion is ‘Client-side or agency-side; a proper marketer could do both?’

And our challengers are:

Lee Grunnell. The top marketing director whose tweet sparked all this off, Lee is obsessed with applying the latest thinking from marketing leaders like Binet, Field, and Sharp to professional services.

Gillian Rightford. Creativity champion and industry agony aunt, Gillian is Founder of Adtherapy, a management, skills development, and communication consultancy.

Tom Lewis. A Commercial Performance Improvement advisor to businesses, Tom, is ex-adland and now cuts his teeth in law and Private Equity.

It’s a judge's decision and YOU are the judge. Vote for the winner (or a split decision).

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Here’s the Twitter spat that kicked it all off
And the piece Lee wrote up to summarise it all; I’ll be Your Mirror (or What you Should Know if you’re Thinking About Joining an Agency)
Check out Gillian’s new offering to grow marketing & advertising talent, together; The School of Thought
Tom wants to share a couple of summaries of Michael Farmer’s book:
Agencies don't know what they are selling and don't know how to price it
Madison Avenue Manslaughter
And here’s the WFA talent research Gillian mentions

Timestamps
(01:56) - Reminder of today’s motion
(02:18) - Opening statements
(06:10) - Royal Rumble
(06:42) - Agencies stifled by their own operating model
(08:10) - Fun things in ad land squeezed out by lack of commerciality
(12:06) - Lack of commercial skills underpins everything
(14:18) - Clients turning off the creative tap
(15:18) - The system is dysfunctional
(21:15) - Making the briefs better
(23:58) - Specialists vs generalists
(28:00) - Closing statements

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97: Beating quick fix mentality through psychedelics with Stefana Bosse & Jennifer Tessler

Giles Edwards — Fri, 07 Oct 2022 04:05:00 +0000

We took a trip in a boat on a river, with tangerine trees and marmalade skies, to catch two girls with kaleidoscope eyes, Stefana Bosse and Jennifer Tessler, this week.

Stefana and Jennifer’s own personal experiences with psychedelics and inner work inspired them to found Alalaho, a series of psilocybin-assisted retreats offering a safe, legal environment for a psychedelic journey.

Join us in the sky with diamonds as we explore tasty topics like mushrooms or truffles, their favourite Beatle, what Stefana’s dad thought of her taking a job in psychedelics, Alalaho and their psilocybin-assisted retreats, the benefits of doing inner work, the restorative role of psychedelics, being in a group versus a solo journey, the quick fix mentality, creativity, and a whole load more.

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Follow Stefana and Jennifer on LinkedIn
Check out Alalaho’s website for more on their safe and legal psychedelic retreats
And sign up to their newsletter here
Stefana dedicates this episode to Rafia Morgan and Turiya Hanover and urges you to check out The Path of Love
She also wants to shout out Rick Doblin from the Multidisciplinary Association for Psychedelic Studies (MAPS)

Timestamps
(01:58) - Quick fire questions
(06:13) - Stefana’s first job in political activism
(07:53) - What her dad thought of her taking a job in psychedelics
(08:40) - Jen’s first job and how they started working together
(10:35) - What is Alalaho and inner work?
(12:26) - Whether inner work always requires a retreat of sorts
(16:51) - The role of psychedelics in inner work
(20:17) - The collective group vs a solo journey
(26:41) - Can you stop people from falling back into learned behaviours?
(34:46) - The quick-fix mentality
(45:35) - Listener questions
(50:15) - 4 pertinent posers

Their book recommendations are:
Awakening the Buddha Within by Lama Surya Das
The More Beautiful World Our Hearts Know is Possible by Charles Eisenstein

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96: Loud, proud critic (and lover) of the ad industry, Derek Walker, reveals what ad agencies REALLY fear

Giles Edwards — Fri, 23 Sep 2022 04:05:00 +0000

Life’s a peach, this week, as we soak up the sun in South Carolina to snare a man who can sniff out agency B.S. a mile away. Here to vent eloquent fire, it’s Derek Walker.

Chief instigator, janitor, secretary, and mailroom person for his tiny agency brown and browner, Derek is a stellar copywriter and a loud, proud critic (and lover) of the ad industry.

He talks to us on his “late start” in advertising, agencies flat-out refusing to hire him because he’s black, what he learned from Pizza Hut, going agency side, why you should always read the employee manual, what agencies fear most, why there’s a problem with so many DE&I roles, the confidence crisis in advertising, and a ton more.

This episode is so good it's ridiculous. In fact, we should charge you for it. But we aren't going to. Partly because we can't work out how to. And partly cos you couldn't afford what it's worth.

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Follow Derek on Twitter and LinkedIn
Watch The Advertising Industry Is Working Scared And This Isn’t A Winning Strategy
Listen to him talk about advertising, client relationships, and advice for copywriters here
Check out The Boondocks
And treat yourself to some Marvel comics from the 70s and 80s

Timestamps
(01:51) - Quick fire questions
(03:19) - First ever job
(04:19) - His “late start” in advertising
(09:54) - Jump from client side to agency side
(20:26) - Why you should always read the employee manual
(26:39) - What agencies fear & the confidence crisis in advertising
(35:50) - Listener questions
(41:44) - The problem with DE&I roles & how to make them better
(57:57) - 4 pertinent posers
(1:00:11) - Why more ad people should read The New Testament

Derek’s book recommendations are:
Damn Good Advice by George Lois
How to Win Friends and Influence People by Dale Carnegie
From Those Wonderful Folks Who Gave You Pearl Harbor by Jerry Della Femina
Anything by Stephen King

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95: How to explain data in a way people ACTUALLY understand with Dr Grace Kite, Econometrician

Giles Edwards — Fri, 09 Sep 2022 04:05:00 +0000

We picked a card, any card, and drew the econometrics Ace and Founder of magic numbers, Dr. Grace Kite.

Grace has over 20 years of number crunching experience across all the main advertising buying categories and is dead set on helping marketers make the most of their data.

Tune in as we pull a ton of topics out of a hat, including her first job at a bingo hall, her fascination with real people, why data people need people skills, explaining analytics to clients like they’re a mate in the pub, whether ROI is higher when advertisers commit more budget, strategies for marketing effectiveness in a recession, and loads more.

Open sesame your ears and let the smarts pour in.

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Follow Grace on Twitter and LinkedIn
Check out magic numbers
And follow them on Twitter and LinkedIn too
Read all Grace’s Marketing Week articles
This episode talks about these two in particular:
When it comes to marketing payback, words matter just as much as numbers
Advertisers need to get over their fear of commitment

Timestamps
(01:48) - Quick fire questions
(03:23) - First ever job at a bingo hall
(06:26) - Similarities between her insurance and marketing jobs
(09:26) - magic numbers and what they do
(14:38) - Why words matter as much as numbers in data analysis
(18:18) - Findings around annual marketing budget versus ROI
(28:41) - Listener questions (including one from Dave Wakeman)
(35:20) - 4 Pertinent Posers

Grace’s book recommendations are:
Snow Crash by Neal Stephenson

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94: Top strategist Tom Roach on why siloing creative, strategy, and media is NONSENSE

Giles Edwards — Fri, 26 Aug 2022 04:05:00 +0000

This week all it took was a tasty tipple of classic TV ads to trap tenor turned top strategist, and alliteration aficionado, Tom Roach.

Currently VP of Brand Planning at Jellyfish, Tom has worked at some brilliant acronyms agencies like AMV BBDO, Leo Burnett, BBH, and adam&eveDDB, creating pitch-perfect campaigns for McDonald’s, Sainsbury’s, and the BBC to name a few.

He gets vocal on a ton of topics, including his early days as a choral scholar, his first agency job, what account people and snow ploughs have in common, The Guardian Points of View ad, why funnels getting flack is unfair, whether advertising will ever die, freedom within a framework, why media, strategy and creative shouldn’t be siloed, a dedication to Les Binet, and more.

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Follow Tom on Twitter and LinkedIn
Here’s his blog
Make sure to read:
Most marketing is bad because it ignores the most basic data
Why advertising will never die
The sales funnel is wrong but it’s here to stay, so let’s fix it.
And his Marketing Week column
Check out Jeremy Bullmore on Plonk and Placebos

If you enjoyed this episode, please do share and review the pod and help more marketers feel better about marketing.

Tom also asks that you check out the brilliant work of Dr. Grace Kite (who’ll be on Call to Action very soon) and CTA alumni Professor Karen Nelson-Field.

Here’s your starting point:

The wrong and the real of marketing effectiveness by Dr. Grace and Tom
And here’s a thread from Tom on Professor Karen’s research

Timestamps
(01:59) - Quick fire questions
(04:23) - His beginnings as a choral singer
(07:19) - First proper job in an agency
(09:41) - Why account people are often unsung heroes
(17:51) - What makes Jellyfish different from other agencies?
(20:41) - His adapted sales funnel and adopting freedom within a framework
(23:29) - Why media, strategy and creative shouldn’t be siloed
(32:40) - Advertising will never die
(36:49) - Incredible value of brands
(38:20) - Listener Questions from Jonny McGrath-Smith, Nick Ellis and Will Humphrey
(48:55) - 4 Pertinent Posers

Tom’s book recommendation is:
The Anatomy of Humbug by Paul Feldwick

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93: Meet Marc Lewis, the man behind the world's most awarded ad school

Giles Edwards — Fri, 12 Aug 2022 04:05:00 +0000

Lots of girls and lots of boys, lots of smells and lots of noise, playing football in the park, we caught baggy trousered Marc. We’ve snared the Dean of the world’s most awarded ad school, Marc Lewis, for an hour of masterly Madness.

A seriously impressive creative mind perched atop the industry’s finest pantaloons, Marc is the man at the helm of School of Communication Arts. He’s dead set on delivering the very best creative education to the very best talent, endeavouring to have at least one third of their students on scholarships.

Point your ears this way as Marc talks Tango Orange Man, getting expelled and fired, his scholarship to SCA, Ferraris, reciprocity, reopening SCA, an exclusive scoop on the future of SCA, social mobility, stopping charity shop shoplifters, unpacking diversity, inspiring creativity, self-tanning chocolate bars, gratitude, why Steve Harrison is our industry’s Plato and a whole lot more.

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Follow Marc on Twitter
Check out School of Communication Arts
And book a call with Marc to chat about joining or supporting the school
A Message to Anyone Considering University During Covid on ISOLATED Talks
Here’s the work of Professor Richard Wiseman

Read a couple of articles written by Marc too:
Impact of Purpose-Led Advertising
AdAge article is an insult to our trade

Timestamps
(02:20) - Quick fire questions
(05:07) - First ever job
(06:58) - Being an outlier (and why that got him expelled and fired)
(08:20) - Getting a scholarship to SCA
(13:32) - Reopening SCA in 2010
(14:40) - Reciprocity is one of the most powerful things in the world
(17:45) - An exclusive on the future of SCA
(23:14) - Our industry jumping on the bandwagon of diversity
(30:22) - Inspiring creativity in the school
(33:48) - Listener Questions from Matt Sibley and Dave Birss
(34:08) - Importance of practicing gratitude
(43:26) - 4 Pertinent Posers

Marc’s book recommendations are:
Ideas: A History from Fire to Freud by Peter Watson
Watching the English by Kate Fox
Made to Stick by Chip and Dan Heath
Anything by Steve Harrison

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92: Industry legend Cameron Day on writing his Advertising Survival Guides

Giles Edwards — Fri, 29 Jul 2022 04:05:00 +0000

Carpe Diem. Seize the day. The Cameron Day. This week we’ve snared industry legend, author, and birthday boy, Cameron Day, for a chinwag.

Creative Director, writer, and chainsaw enthusiast, Cameron has been crafting ads and shape-shifting brands for over thirty laps around the sun.

Pile your paper plate high with topics including the influence of his father Guy Day (of Chiat/Day), writing his Advertising Survival Guides, hiring the quietest person in the room, patience, jargon, trying to pitch a naked lady ad, and tons more.

And the icing on the cake is a side-splitting story involving a power cut, an unfinished joke, winning the Land Rover account, too much sushi, and a fart that nearly brought down a plane. Party on.

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Follow Cameron on Twitter and LinkedIn

Check out his website

Here’s his interview with Luke Sullivan, David Baldwin, Thomas Kemeny and Nancy Vonk

Cameron’s Advertising Survival Guides

Chew With Your Mind Open

Spittin’ Chiclets

Timestamps

(02:06) - Quick fire questions

(03:20) - First ever job

(06:32) - How his dad, Guy Day, influenced his decision to go into advertising

(15:49) - Why he’s never tried to prove himself because of his dad’s name

(18:27) - His experience of big versus small agencies

(21:42) - Writing his Advertising Survival Guides

(26:43) - Why it’s so hard for creatives to leave work on time

(30:17) - Spittin’ Chiclets

(34:38) - Cameron’s disaster story that’ll leave you in stitches

(43:37) - Pitching a naked lady ad

(46:00) - Listener Questions (including one from Luke Sullivan)

(55:46) - 4 Pertinent Posers

Cameron's book recommendations are:

Junior by Thomas Kemeny

Hey Whipple, Squeeze This by Luke Sullivan

The Belief Economy by David Baldwin

Pick Me by Nancy Vonk

Well-written and red by Alfredo Marcantonio

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91: How studying songwriting makes you a better copywriter with Carolyn Barclay

Giles Edwards — Fri, 15 Jul 2022 04:05:00 +0000

We flagged down a Big Yellow Taxi and rode it all the way to Melbourne to catch copywriter and Joni Mitchell mega-fan, Carolyn Barclay, this week.

A stubbornly strategy-first copywriter, Carolyn helps brands sound like actual humans instead of soulless robots sent from the future to bore us to death. She’s also co-founder of Kingswood & Palmerston, a creative consultancy solving marketing puzzles for B2B and making ads for ad agencies.

She talks to us on selling cheap suits to men who call them straitjackets, Bob Dylan, writing great copy by studying song writing, outspending versus outsmarting, why ordering ten blogs with a side of social is rarely the right thing to do, Eaon Pritchard, making ads for ad agencies, why rappers are good copywriters, whether AI robots really will take our jobs and a shed load more.

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Follow Carolyn on Twitter and LinkedIn

Check out her website

And Kingswood & Palmerston

Follow K&P on Twitter and LinkedIn too

Here’s David Moore’s collection of Ads for Ad Agencies

Carolyn recommends Eaon Pritchard’s Back to Basics course

Read Carolyn’s blog “How my failed songwriting career helps me write better copy”

When Writing Sings by Gary Provost

To Leave Something Behind by Sean Rowe

Ads we chat about:

…Gasp! Turns 13

Life. Be in it.

Slip! Slop! Slap!

Backbone by Young & Rubicam

TDA Advertising & Design

Timestamps

(01:45) - Quick fire questions

(03:12) - First job selling cheap suits

(07:50) - First marketing job organising Avon’s Bargain Bin catalogue

(13:51) - Writing great copy by studying song writing

(18:46) - Why she’s a stubbornly strategy-first copywriter

(23:59) - Kingswood & Palmerston

(27:57) - Ads for ad agencies

(34:07) - Listener Questions from John Lyons, Louis Lucente, Kate Taylor, and David Moore

(34:29) - Why rappers make great copywriters

(39:20) - Thoughts on AI copywriting

(44:39) - 4 pertinent posers

Carolyn’s book recommendations are:

Santaland Diaries by David Sedaris

Anything by Margaret Atwood

Miracle and Wonder: Conversations with Paul Simon by Malcolm Gladwell

Writing Better Lyrics by Pat Pattison

Junior by Thomas Kemeny

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90: Why your ad being EXPENSIVE and IGNORED might be a good thing with strategist Alex Murrell

Giles Edwards — Fri, 01 Jul 2022 04:05:00 +0000

This week, we laid out hordes of Humbugs* to catch the Bah-rilliant Bristol-based strategist and Paul Feldwick fan, Alex Murrell.

He is currently Strategy Director at brand agency Epoch. Supplying strategic simplicity to the world’s biggest FMCG brands.

Alex talks to us on tonnes of topics, including making the jump from graphic design to strategy, efficiency vs effectiveness, why an ad being expensive and ignored is a good thing, what the Superbowl and a peacock’s plumage have in common, Darwin, Derren Brown, the pitfalls of purpose, Eastern European dystopian fiction, and a whole lot more.

*The book, not the mint. But we have those too if you’d like one.

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Here’s Alex’s website

Follow him on Twitter and LinkedIn

You’ve got to read his articles “Errors of Efficiency” and “The Pitfalls of Purpose”

Here’s a baby-faced Derren Brown tricking ad-people with adverts

Ads Don’t Work That Way by Kevin Simler

And listen to our #CTAPod chinwags with the ridiculously smart Prof. Karen Nelson Field and Paul Feldwick too

Timestamps

(01:50) - Quick fire questions

(03:00) - First job in graphic design

(10:10) - The jump from design to strategy

(15:50) - Efficiency versus effectiveness

(18:50) - Signalling

(23:30) - Error 1 - Mass media is wasteful because it is untargeted

(27:34) - Error 2 – Mass media is wasteful because it is ignored

(38:22) - Error 3 - Mass media is wasteful because it is expensive

(42:06) - Listener questions on brand purpose and favourite marketing book

(47:29) - 4 pertinent posers

Alex’s book recommendations are:

Anatomy of Humbug by Paul Feldwick

How Brands Grow by Byron Sharp

We by Yevgeny Zamyatin

The Trial by Franz Kafka

Metropole by Ferenc Karinthy

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89: Why discounts destroy brands with "revenue architect" Dave Wakeman

Giles Edwards — Fri, 17 Jun 2022 04:05:00 +0000

We’ve gone bar crawling in Washington DC and laid bait of Tanqueray & tonic to lure and lubricate the writer, teacher, speaker and “Revenue Architect” Dave Wakeman this week.

Clients call him a “shot of adrenaline”, and his work has taken him around the world working with some of the world’s biggest brands like American Express, Google, Coca-Cola, Nike, and the Boston Red Sox. He’s also the host of the number 1 podcast in the world for folks marketing and selling sport, theatre, and experiences: The Business of Fun.

Join us for a proper session that takes us through his unique route into marketing via nightclubs, how gin taught him about customer experience and pricing (hic), leveraging Eddie Vedder, the vital choices faced when considering your strategy, The key P pricing, why discounts destroy brands, the meh metaverse and loads more.

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Follow Dave on Twitter and LinkedIn.

Check out his website, which is also a good place to see his upcoming events around the world.

Here’s the amazing EB Research Partnership Dave worked with.

Two useful resources: a LinkedIn article on value-based pricing and an article on the 10 core strategy principles.

Timestamps

(2:30) - Quick Fire Qs

(07:45) - First ever job

(11:30) - Falling into Nightclubs

(18:50) - Price

(19:40) - Going from Nightclubs to Marketing

(22:35) - Different challenges with different types of live experiences

(26:20) - Route into and learnings on marketing

(30:10) - Gaining confidence and adding value to marketing

(31:40) - Eddie Vedder Story

(37:00) - Listener questions

(59:25) - 4 Pertinent Posers

(59:30) - Advice to younger self

(1:02:05) - Banish one thing from the industry

(1:04:30) - Recommended books

Dave’s book recommendations are:

A New Way to Think by Roger L. Martin

Managing for Results by Peter F. Drucker

Underworld by Don DeLillo

The Sheltering Sky by Paul Bowles

The Sun Also Rises by Ernest Hemingway

The Confessions of the Pricing Man by Hermann Simon

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88: Why there's never been a more exciting time to be a media planner with Rich Kirk, Zenith

Giles Edwards — Fri, 03 Jun 2022 09:36:00 +0000

Health and Safety went ballistic when they got wind of this week’s guest being both a Blades fan and one of the sharpest strategic minds in media. Safety goggles on folks, it’s Rich Kirk.

Rich is currently Chief Strategy Officer at Zenith UK. Named the UK’s second-best media planner in 2021 by Campaign, Rich, like Avis, clearly tries harder, contributing to Zenith winning work from Lloyds, Halifax, Uswitch, Confused, Zoopla, and Nestle last year.

This episode covers a sharp showdown (Billy vs Byron), his early interest in how stuff got sold, the volatile and ever-changing media market, media planning’s pandemic shake-up, how on earth you quantify reach, risk, the world cup, corporate inertia, word soup, and more. Open your ears and let the smarts pour in.

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Follow Rich on Twitter and LinkedIn

Or pop into The Broadcaster at White City

Listen to us talk attention metrics with Prof. Karen Nelson-Field here

Timestamps

(01:53) - Quick-fire questions

(03:37) - First-ever job & getting into Google Ads

(13:04) - The volatile media market

(19:15) - How the pandemic shook up media planning

(26:01) - Quantifying effective reach

(36:19) - Why media planners should get excited about FIFA World Cup Qatar 2022

(42:29) - The barriers to clients taking on the best strategy

(49:43) - 4 pertinent posers

Rich’s book recommendations are:

Changing the World Is the Only Fit Work for a Grown Man by Steve Harrison

Management in 10 Words by Terry Leahy

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87: TikTok sensation Rob Mayhew on how to win at LinkedIn

Giles Edwards — Fri, 20 May 2022 04:05:00 +0000

This week, we’ve laid 57 varieties of bait to snare Salad Cream sommelier and TikTok star, Rob Mayhew, for a chinwag.

Currently Head of Influence at Fleishman Hillard, Rob has over 20 years’ experience working at some of London’s top agencies with big brands like McVities, Krispy Kreme, and Lacoste. His sketches send Jenny’s, Gavin’s, and Tara’s across agency land into hysterics by holding up a mirror to our decidedly dumb behaviours.

Rob talks to us on a ton of topics, including being a salad cream superfan, the comedian Jessica Kirson, booking a meeting room to nap, what he loves about TikTok, how to grow on LinkedIn, his sketches as a love letter to the industry, enthusiasm, why every workplace needs a Becky and a whole lot more. Get stuck in.

*Seriously Heinz. Give this man the pale, yellow, emulsified brand deal he deserves, pronto.

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Follow Rob on TikTok, LinkedIn, and Instagram

He gets his awesome jumpers from Rowing Blazers

Check out comedian Jessica Kirson

And hold onto your spaghetti hoops, here’s the infamous Instagram account @ohmybeiges

Rob’s a big fan of Call to Action alumni Zoe Scaman and Vikki Ross. Check out the talks they kindly donated to ISOLATED Talks here:

Is Sci-fi the next frontier for strategists? by Zoe Scaman on ISOLATED Talks

Write Right by Vikki Ross on ISOLATED Talks

Timestamps

(02:44) - Quickfire questions

(03:37) - An ode to Salad Cream

(08:57) - First-ever job

(12:00) - His role at Fleishman Hillard

(15:19) - Why he loves TikTok

(19:14) - TikTok versus Stand-Up

(22:38) - How to win at LinkedIn

(30:54) - His love letter to the industry

(38:49) - Where he gets his jumpers

(39:37) - Real-life Rob versus TikTok Rob

(49:46) - 4 pertinent posers

Rob’s book recommendations are:

Eating the Big Fish by Adam Morgan

Easily Distracted by Steve Coogan

Sick in the Head by Judd Apatow

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86: Why you can't sell tea bags in Sudan (and other lessons from a career spanning four continents) with marketer Keerti Nair

Giles Edwards — Fri, 06 May 2022 04:05:00 +0000

This week, we’ve masqueraded as a cartoon tiger and talked our way into Kellogg to catch truly gr-r-reat marketer, Keerti Nair, for a chinwag.

Hell-bent on bridging the gap between commerce and creativity, she’s Marketing Effectiveness and Digital Transformation Lead at Kellogg and has cut her teeth in the industry over 16 years, 4 continents and 2 recessions.

She talks to us on going from engineering to marketing, selling Coca Cola products door-to-door, relentless learning, why selling tea bags wouldn’t work in Sudan (and other lessons from a career spanning four continents!), tips to take advantage of the golden age of media planning, KFC, tacos, why we should be proud to be marketers and tons more.

You’d be a fool not to snap, crackle and pop it in your ears, pronto.

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Follow Keerti on Twitter

Here’s KFC’s FCK campaign

And check out Keerti’s side of the debate around consumer habits & demands since the start of the pandemic

Listen Up by Andy Nairn on ISOLATED Talks

Timestamps

(01:55) - Quick fire questions

(04:26) - First ever job
(06:54) - Going from engineering to marketing

(14:31) - Being a relentless learner

(17:19) - Experiences & learnings from working across 4 continents

(25:58) - The unsexy boring bits of marketing (retail, promotion, distribution, pricing)

(30:50) - How you can take advantage of the golden age of media planning

(39:37) - Who is doing purpose well? And who’s lying?

(44:17) - What she looks for in an agency partner

(47:39) - Campaigns she wishes she’d done

(49:41) - Go-to recipe

(53:38) - 4 pertinent posers

Keerti’s book recommendations are:

You’re Not Listening by Kate Murphy

Go Luck Yourself by Andy Nairn

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85: TBWA/Chiat/Day's Chief Creative Officer, Amy Ferguson, on how to hack the Super Bowl

Giles Edwards — Fri, 22 Apr 2022 04:05:00 +0000

This week, armed with duty-free’s finest Yo Ho Ho’s and a bottle of rum, we’re in the Big Apple to rub shoulders with the pirates at TBWA\Chiat\Day New York and catch their Chief Creative Officer, Amy Ferguson, for a chinwag.

Amy describes herself as a chronic exaggerator. Yet, her reputation as a creative renegade and rule rewriter needs none of that. She’s got the pencils, Lions, Clios and pieces of eight to prove it.

So, listen up landlubbers as Amy chats to us on a treasure trove of topics including her favourite pirate, melting things, leaning into humour in recent Mountain Dew ads with Charlie Day, the trick to get punters to forgive the giant logo at the end of your ad, cracking TikTok, hacking the Super Bowl, why pitches are bananas, why agencies should hire more mums, and more.

Follow Amy on Instagram

Here’s an old blog we wrote on Allstate’s Mayhem ads

This is the second Call to Action episode dedicated to Captain Rob Schwartz, George Tannenbaum got there first here in a cracking 2-parter (Part 1 and Part 2)

Ads to watch:

MTN DEW - A Really Short Ad

MTN DEW - Blatant Product Placement (NBA Execution)

MTN DEW - Major Millions (Super Bowl 2021)

Nissan - Thrill Driver (Super Bowl 2022)

MTN DEW – The Shining (Super Bowl 2020)

Timestamps

(01:55) - Quickfire questions

(03:14) - First-ever job

(07:45) - Young Bloods experience

(14:42) - Mountain Dew campaign with Charlie Day

(26:36) - What goes into making a great Super Bowl ad?

(33:59) - Her “do good work, have fun, go home” philosophy
(38:54) - Being a working mum of 3

(41:47) - Favourite classic TBWA ads

(44:00) - How she makes sure work at TBWA\Chiat\Day stays true to the creative standard they’ve set

(46:07) - 4 pertinent posers

Amy’s book recommendations are:

The Underground Railroad by Colson Whitehead

Hey Whipple, Squeeze This by Luke Sullivan
Advertising Today by Warren Berger

84: How to adopt a 2-speed strategy with professional services marketer, Lee Grunnell

Giles Edwards — Fri, 08 Apr 2022 04:05:00 +0000

Fix up, Look Sharp* because this week we’ve lured Lincolnshire lad and the Rascal of professional services marketing, Lee Grunnell, for a chinwag.

A top marketing director and fellow Ritson fanboy, Lee is obsessed with applying the latest thinking from marketing leaders like Binet, Field, and Sharp to professional services.

He talks to us on picking brussels sprouts, the Grunnéll vs Grunnell debate, why advertising is like Voldemort, how marketing in law firms isn’t as different as you’d think, and tons more. Plus, he’s got practical pointers for adopting a two-speed strategy, getting buy-in from skeptical partners, and applying the work of Ritson, Sharp, and Wiemer Snijder's banana to professional services.

*A copy of How Brands Grow is compulsory

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Follow Lee on Twitter
See his smarts on Medium
Read his article On Bananas (or Why Professional Services isn’t as Different as You Think)
And check this out to see how we somehow got 30-odd partners in a law firm to agree on an advertising campaign

Timestamps
(01:55) - Quickfire questions
(03:52) - First-ever job
(11:16) - Getting into business development and marketing at EY
(18:00) - Do professional services have a problem with advertising?
(23:54) - Why marketing in professional services isn’t as different as you think

(38:38) - Applying the laws of How Brands Grow in his career

(45:31) - Tips for adopting a 2-speed strategy (Listen up Mini MBAers🔥)

(48:37) - How to get buy-in from skeptical partners in professional services

(56:13) - 4 pertinent posers

Lee’s book recommendations are:

That Will Never Work by Marc Randolph

Wolf Hall Trilogy by Hilary Mantel

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83: Stopping ad agencies becoming the least creative places on earth with Laura Jordan Bambach, Chief Creative Officer at Grey London

Giles Edwards — Fri, 25 Mar 2022 05:05:00 +0000

This week, we whizzed back to the 90s and stuck out our thumb on the side of the information superhighway, hoping to catch a ride with award-winning creative and digital pioneer, Laura Jordan Bambach.

Currently President and Chief Creative Officer at Grey London, Laura is a total ad land powerhouse, dishing out truly creative work for some of the world’s biggest brands.

Topics covered in this episode somehow span; zombies, Nine Inch Nails, industrial quantities of chicken breast, fixing tractors, the “Geekgirl” hyperzine, the early days of the net, how we can prevent agencies from becoming the least creative places on earth, an infinite robotic knitting machine, a deep dive into service stations, and why her mum has a pixelated clitoris hung on the wall. Dial-up the World Wide Web and listen. Bee-bee-bee-dsshhhh.

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You can find Laura on Twitter

Check out She Says

Find out more about Grey

Laura will be speaking very soon at TBD Conference

Spot the #SheepMask in the Macmillan Infi-Knit campaign

Read Laura’s article on “Preventing agencies from becoming the least creative places on earth”

And here’s some of the ground-breaking art from Linda Dement

Timestamps

(02:00) - Quick fire questions

(04:41) - First ever job

(11:20) - Getting into digital art and the early days of the web

(18:17) - Starting her own agency and living in an art commune

(25:37) - Have we relied too much on tech at the expense of creativity?

(31:12) - Preventing agencies from becoming the least creative places on earth

(36:00) - Listener questions (including one from Nick Ellis)

(44:02) - 4 pertinent posers

Laura’s book recommendations are:

Mr. Eternity by Elizabeth Meyers and Roy Williams

Hard Boiled Wonderland by Haruki Murakami

Wild Sheep Chase by Haruki Murakami

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82: One of Britain's most awarded copywriters, Nick Asbury, dismantles brand purpose

Giles Edwards — Fri, 11 Mar 2022 05:05:00 +0000

This week, we laid bait of lofty vision statements and years of intricate tax dodging, to lure one of Britain’s most-awarded copywriters from the shadows. Locked and loaded to lob a few volleys at brand purpose, he’s Nick Asbury.

A brilliant writer and a thoroughly good bloke to boot, Nick crafts witty and charming words for branding and design.

Pile your plate high as Nick talks to us on how a poem about the England football team got him in real trouble, differentiating between writing for design versus writing for ads, Paul Newman’s salad dressing, using wit (properly), a Friends NFT, why the Innocent imitators in packaging copy need to cut it out, and his plans to dismantle brand purpose. You won’t be disappointed.

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Check out Nick’s Substack

Especially his blog Start with why, end with wire fraud

Follow him on Twitter

He’s one half of Asbury & Asbury

Alongside, Sue Asbury, whose ace paintings you should check out here

Read The Nations Prayer poem that got him in real trouble

Buy the Perpetual Disappointments Diary

Here’s Realtime Notes

Clive James on Desert Island Discs

And the brilliant Ends Fri Friends ad

Timestamps

(02:05) - Quickfire questions

(05:22) - First-ever job

(13:31) - Writing for design versus writing for advertising

(18:50) - A Smile in the Mind

(22:05) - Use of wit in advertising and design

(27:05) - Brand purpose (🔥)

(54:54) - Listener questions from Paul Bailey and Andrew Spurrier Dawes

(1:02:26) - 4 pertinent posers

Room for more? In this episode, we plugged a choice cut of Call to Action episodes for you to get your chops around.

Andrew Spurrier Dawes

Thomas Kolster

Steve Harrison

Paul Feldwick

Nick’s book recommendations are:

Nonzero by Robert Wright

A Smile in the Mind by Beryl McAlhone, David Stuart, Greg Quinton & Nick Asbury

In Pursuit of the Common Good by Paul Newman & A.E. Hotchner

The Anatomy of Humbug by Paul Feldwick

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81: Professor Karen Nelson-Field schools us on all things attention

Giles Edwards — Fri, 25 Feb 2022 05:14:00 +0000

We stuck a fake shark fin on our back and lurked in the waters off Adelaide to catch the attention of one of the industry’s most respected researchers, Prof. Karen Nelson-Field, this week.

Hell-bent on fighting the broken media ecosystem as founder and CEO at Amplified Intelligence, Karen is also an author and alumni of the world-renowned Ehrenberg-Bass Institute. When she’s not binge-watching Home & Away (yes, she’s still a fan), Karen’s research into the measurement of attention has made her a global authority on media effectiveness.

Tune in to a show packed like sardines in a tin, as Karen talks on her 10 years at Ehrenberg-Bass, skateboarding cats, myth-busting Facebook likes, going viral, seeing dead people patterns, why attention is an important metric, how to measure it and more.

And strap in as Karen finally answers the red-hot question of whether our attention spans really are becoming shorter than a goldfi-

Oh, look, some links…

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Follow Karen on LinkedIn

And on Twitter

Here’s her website
And, Karen kindly dedicates this episode to the bullshit-detecting bulldog himself, Bob Hoffman

Grab yourself her books:

Viral Marketing: The Science of Sharing

The Attention Economy and How Media Works

Karen’s book recommendations are:

Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead & Kevin Maney

That Will Never Work by Marc Randolph

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80: ‘Loyalty programmes; a complete waste of time?’. Jake Sanders, Derek Walker and Lee Woodard fight it out.

Giles Edwards — Thu, 17 Feb 2022 17:02:00 +0000

Let’s get ready to rumble! Grab your ringside seat for the first episode in a new special heavyweight series; They Might Be Right. It’s the boisterous brother of Call To Action that breaks up bundles in the pithy playground of Twitter.

Named in honour of Bill Bernbach’s famed jacket pocket card, we invite our challengers into the octagon of debate for a verbal slugfest, whilst being mindful and welcoming to the opinions of others.

This week’s motion is ‘Loyalty programmes; a complete waste of time?’

And our challengers are:

Jake Sanders. The man whose tweet started this particular brawl, and not content with only being a great marketer, Jake is also a Grammy-nominated musician and host of his own out-of-this-world marketing-sci-fi podcast show, Outbound.

Derek Walker. A truly great copywriter who makes writing an art form, Derek runs the successful advertising agency brown & browner.

Lee Woodard. One of the best Digital and Marketing consultants around, Lee is Founder of Nomi Digital and the Co-Founder of Privacy Experience Agency.

It’s a judge's decision and YOU are the judge. Vote for the winner (or a split decision).

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Here’s the Twitter spat that kicked it all off.
Follow Jake, Derek, and Lee on Twitter.

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79: Hey Whipple, Squeeze This author, Luke Sullivan, on writing THE creative bible

Giles Edwards — Fri, 11 Feb 2022 05:05:00 +0000

We’ve sailed on the waters of the U.S coast to catch the Moby Dick of advertising this week; the one and only Luke Sullivan.

A man whose book ‘Hey Whipple, Squeeze This’ is so iconic it’s coined by many as the creative bible, Luke is one of the most talented blokes in the business, having spent 33 years in adland at shops like Fallon and The Martin Agency.

Join us for a raucous and riotous voyage across topics including the importance of mentors, the soon-to-be-released and updated 6th edition of his book, the state of global creative education, how do you create and define a good idea, and the value of advertising awards.

That’s not to mention finding out what he fervently sees as the bane of the advertising industry…

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Follow Luke on LinkedIn

And on Twitter

Here’s his website

And Luke’s video on conflict & tension

Here are his books:

Hey Whipple, Squeeze This

Thirty Rooms to Hide In

Luke’s book recommendations are:

Junior: Writing Your Way Ahead in Advertising by Thomas Kemeny

Chew With Your Mind Open by Cameron Day

The Belief Economy by David Baldwin

Darling You Can’t Have Both by Janet Kestin & Nancy Vonk.

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78: Using game theory to make better decisions with strategy & risk expert, Andrey Ivanov

Giles Edwards — Fri, 28 Jan 2022 05:05:00 +0000

We’ve commandeered a (now) irate New Zealander’s fishing trawler to poach the strategy and risk expert Andrey Ivanov for a right royal chit chat this week.

A podcast host in his own right, Andrey fronts the popular and educational Business Games podcast, where he applies game theory to help leaders overcome uncertainty.

Go press play and unleash a huge catch of informative piranhas, including why Andrey thinks business people should consider stand-up comedy, why poker is a good analogy for life, game theory, economics, how to make good decisions, and more.

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Follow Andrey on LinkedIn

And his podcast show on Twitter

Andrey has a request if you have time; to complete his survey over on Business Games

Check out Greenlamp marketing agency
Here's the Togs or Undies ad we mention

And this episode is dedicated to Alexei Domorev

Andrey’s book recommendations are:

The Art of Strategy by Dixit, Avinash K., Nalebuff, Barry J.

The Rule of Benedict by Benedict

The Expanse Series by Corey, S. A.

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77: Why everyone is BOTH right AND wrong about loyalty with John Lyons

Giles Edwards — Fri, 14 Jan 2022 05:05:00 +0000

This week, all it took was a blue tick and the gall of a Gary Vee groupie to lure our latest guest from the shadows. It’s a man with a brilliant marketing brain and alarmingly dirty mind, John Lyons.

John has shed loads of experience in marketing strategy, campaigns and promotions for agencies, start-ups, and huge brands. And he’s currently living the miniature brick-building dream as Senior Loyalty Proposition Manager at a certain Danish toy company.

Listen to John chat rant on his all-access pass to the Houses of Parliament, what being an architect taught him as a marketer, tactics, strategy, and why one is not better than the other, promotions, loyalty, the Batwing, James Blunt and tons more. Plus, he doth tip his Twitter famous hat to Jerry Daykin, gem Higgins, Mark Ritson and Tom Goodwin.

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Find John on LinkedIn

Follow the #AdventuresofHat on Twitter

John’s book recommendations are:

Eat Your Greens by Wiemer Snidjers

The Baroque Cycle by Neal Stephenson

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76: Behind the strategy for some of Haribo's most talked about ads with Rania & Trevor Robinson, Quiet Storm

Giles Edwards — Fri, 26 Nov 2021 05:05:00 +0000

We’ve sent out our largest trawler into the (Quiet) Storm and landed ourselves a bumper super catch this week as we snare ad land power couple Rania and Trevor Robinson OBE.

Rania and Trevor are the CEO and ECD respectively of Quiet Storm; a creative marriage of ad agency and production company. Rania has worked magic on accounts and strategy for some of the world’s biggest brands, including Haribo, Mercedes, Google and Coca Cola, whilst Trevor is the creative force of nature behind some of the most talked about advertising of our era, including You’ve Been Tangoed and Haribo’s Kids Voices adverts.

Tune in for an epic and topical tale that takes us through working as a court illustration artist, the benefits of working in a small independent agency, how to direct a great TV advert, How the Haribo ads were created, their Create Not Hate initiative, balancing running an agency together with life as a married couple and a net full of more nuggets.

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Follow Rania and Trevor on LinkedIn

And Rania on Twitter

Here is their agency, Quiet Storm

And their recently rejuvenated Create Not Hate initiative that you can get involved with and support.

Trevor’s book recommendations are:

The Catcher in the Rye, J.D Salinger

Auto Da Fé, Elias Canetti.

And Rania's book recommendations are:

Thinking, Fast and Slow, Daniel Kahneman.

The Chimp Paradox, Professor Steve Peters

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75: Should your business have a 25 year plan? Consultant & mentor Jess Gregson weighs in

Giles Edwards — Fri, 12 Nov 2021 05:05:00 +0000

We’ve lurked in the long grass by the canal and nabbed consultant, mentor, and music-geek Jess Gregson for a chinwag as she visits her houseboat this week.

An optimistic, pragmatic, and friendly soul from Sheffield, Jess is the founder of Extra Brain, where she uses her experience to help business leaders come unstuck. She is also the founder of Open to everyone. Closed to racism, an initiative getting businesses to take a stand against racism, and also hosts themed social listening party #Sunday7social every other Sunday on Isolated Talks radio.

Tune in to hear Jess talk about her first job working with Unilever as a client, her priceless experience of both agency and client-side, why she set up her new business Extra Brain, common business problems and themes that go across all sectors, the highs and lows of living on a boat and tonnes more.

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Follow Jess on LinkedIn and Twitter

Read more on her new consultancy business, Extra Brain

Get involved with Open to everyone. Closed to racism

Check out the #Sunday7Social hashtag on Twitter and get listening to her bi-weekly Sunday radio show on Isolated Talks.

Jess’s book recommendations are:

Utopia for Realists by Rutger Bregman

Just Kids & M Train by Patti Smith

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74: The man behind some of Britain’s most famous ads & author of Anatomy of Humbug, Paul Feldwick

Giles Edwards — Fri, 29 Oct 2021 04:05:00 +0000

This week, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick.

The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain’s most famous brands for over 30 years. His latest book ‘Why Does the Pedlar Sing?’ explores why selling and entertainment go hand in hand and was described by Rory Sutherland as “possibly the book I would most highly recommend to anyone in marketing”.

Paul talks to us on tonnes of topics, including BMP, being the world’s worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown’s Boys, whether ads need to be "liked", Martin Boase, and a whole lot more. Tuck in.

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Check out his website
Follow Paul on LinkedIn
We implore you to read both of his fabulous books:
Why Does the Pedlar Sing?
Anatomy of Humbug
And here’s that famous Barclaycard ad with Rowan Atkinson

Paul’s book recommendations are:
How Brands Grow by Byron Sharp
Building Distinctive Brand Assets by Jenni Romaniuk

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73: Why creatives don't do well in captivity with copywriter Andrew Boulton

Giles Edwards — Fri, 15 Oct 2021 04:05:00 +0000

All it took was a curly-wurly and a whiff of Hooblahoo to snare bumbling, bestselling author, Andrew Boulton, this week.

A senior lecturer on copywriting and creative advertising at the University of Lincoln, Andrew has over a decade’s scribbling experience writing for big brands, tiny brands, and even a man who carved dolphins out of cheese.

Andrew talks to us on tonnes of topics, including being robbed by Roy Keane, teaching, why copywriting makes you a better creative writer, Umbongo, a cartoon toilet brush, his terrible radio play, wandering, words with no consonants, the inspiration behind Adele Writes an Ad, and a whole lot more. You’d be a fool not to let us bend your ear ‘ere.

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Follow Andrew on Twitter and LinkedIn

Get wandering with Creativity in the Wild on ISOLATED Talks
Here’s his column for The Drum

His book Adele Writes an Ad might be just the thing for ad parents struggling to explain what they do to their children

There’s also a free audiobook version narrated by gem Higgins

And for a glimpse into what life as a copywriter is like, here’s Copywriting Is

Andrew’s book recommendations are:

Read Me by Gyles Lingwood

Junior by Thomas Kemeny

The Art of the Click by Glenn Fisher

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72: The art and science of data driven marketing with Molly Baker, Ex-Ben & Jerry's & Founder of Indie Consulting

Giles Edwards — Fri, 01 Oct 2021 04:05:00 +0000

This week we’ve laced up our hiking boots and traversed the trails of North Carolina to track down Founder and CEO of Indie Consulting, Molly Baker, for a chinwag.

Molly is a digital marketing pro both client-side and agency-side chops, including a tasty stint at Ben & Jerry’s. Over the past 3 years she’s built a fully remote team of boffins around the world who agree that nothing is more valuable than people’s time and thoughts.

She gives us the lowdown on her first job as a “supreme babysitter”, why her mum had her filling out cost sheets at 14-years-old, studying abroad in Perugia, what she’s learnt building a remote team, how to avoid Zoom fatigue, the art and science of data driven marketing, accountability and ethics when using data, her counterargument to Byron Sharp’s POV on brand loyalty, her approach to client services, building trust and tons more.

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Follow Molly on LinkedIn and Instagram

Check out Indie Consulting and sign up for their newsletter

Fight off Zoom fatigue with advice from her ISOLATED Talks donation

Molly’s book recommendations are:

The Great Client Partner by Jared Belsky

The Four Winds by Kristin Hannah

The Nightingale by Kristin Hannah

The Great Alone by Kristin Hannah

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71: Meet Thomas Kolster the brand purpose expert who thinks Patagonia is full of sh*t

Giles Edwards — Fri, 17 Sep 2021 04:05:00 +0000

This week we’ve got our longship out of dry dock and nipped North to Nyhavn to snare Danish marketing activist and author, Thomas Kolster.

Hell-bent on making businesses put people and the planet first, Thomas is a branding and sustainability professional, the founder of the global Goodvertising movement, and the author of two books, Goodvertising and The Hero Trap.

He talks to us about joining the industry with dreams of helicopters and Ogilvy’s Chateau, frustration, getting brand purpose all wrong, the problem when megalomanic brands try to do good, Simon Sinek’s self-glorifying exercises, dinosaurs, what he really thinks of Patagonia, consuming Carlsberg and playing Lego (simultaneously, of course), where to get an evasive cheap pint in Copenhagen and bucket loads more.

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Follow Thomas on Twitter and LinkedIn

Here’s his website

Check out his books:

The Hero Trap

Goodvertising

And if you’re gasping for a pint in Copenhagen, but don’t fancy paying through the nose for it, Thomas recommends Det Lille Øresund, Oehlenschlægersgade 41, 1663, Copenhagen.

Thomas’s book recommendation is:

Spørge-Jørgen by Kamme Laurents and Robert Storm Petersen

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70: Living under a false name & skirting death (more than once) with one of the all time copywriting greats, Drayton Bird.

Giles Edwards — Fri, 03 Sep 2021 04:05:00 +0000

Summer is over, so we’re migrating south (well, to Bristol) to catch a Bird not afraid to ruffle some feathers: one of the all-time greats in the world of copywriting, Drayton Bird.

A man who could fill The British Library twice-over with his stories of mayhem and misadventure, Drayton was dubbed the man who “knows more about direct marketing than anyone in the world” by David Ogilvy and, at 85 years old, still writes great copy every day.

He chirps to us on what makes a great copywriter, reading, what he learned from David Ogilvy, applying his principles to Airbus planes and Peppa Pig, living under a false name for 7 years, why despair is the route to success, skirting death (more than once) and a treasure trove more.

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Follow Drayton on Twitter and LinkedIn

Here’s his website

And sign up for his mailing list (if you're brave enough)

If you want to learn from the man himself, check out Ask Drayton
Get a free copy of Scientific Advertising

Drayton’s book recommendations are:

Ogilvy on Advertising by David Ogilvy

Scientific Advertising by Claude Hopkins

Tested Advertising Methods by John Caples

How to Write Sales Letters that Sell by Drayton Bird

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69: ADHD as a creative advantage with designer Victoria Rosselli

Giles Edwards — Fri, 20 Aug 2021 18:00:00 +0000

This week we’ve ditched the Dolmio and danced across the pond to sniff out Brooklyn’s master meatball maker and talented designer, Victoria Rosselli.

Victoria is a freelance Art Director and Designer based in New York. She’s also a Pitch 100 Superwoman and co-founder of Our Silent Partner, a collection of crowdsourced work designed to give voice to the silent mental health struggles of creatives.

We tuck into tons of topics including the benefits of an early internship at FCB, mental health in the advertising industry and why she chose to leave it altogether, hustle culture, imposter syndrome, freaky flashbacks of Gary Vaynerchuk, using ADHD as a creative advantage, Our Silent Partner, and, most importantly, the Rosselli family secrets for a winning meatball are revealed. Buon appetito.

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You can find Victoria on Twitter and Instagram.

Go support Our Silent Partner.

Here’s her Campaign article on mental health and working in advertising.
Watch Mental Health and Creativity by Victoria Rosselli and Laurel Stark Akman.
Enjoy the Mental Health Matters Clear Channel Event.

Victoria kindly dedicates this episode to Becky Brinkerhoff. Give her some love too.

And, most importantly, has Victoria finished redoing her portfolio yet?

Victoria’s book recommendations are:

The Secret Lives of Colour by Kassia St Clair

Fake Accounts by Lauren Oyler

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68: "What's the noose around too many marketer's necks?" with ...Gasp! founder Giles Edwards & JP Castlin

Giles Edwards — Fri, 06 Aug 2021 04:05:00 +0000

There’s a Freaky Friday/Trading Places film vibe to this episode, as JP Castlin puts the boot very much on the other foot to volley a tonne of tough posers to the outspoken founder and Creative Director of Gasp, and this show’s usual host, Giles Edwards.

A “wonderful overachiever”, he’s also the creator of ISOLATED Talks and has collaborated on two #1 best-selling books. He believes in “proper (timeless) Marketing” and its vital role in the boardroom and usually rants about this, and more, with esteemed guests on this podcast. But today, it is him who is in the hot seat.

He talks to us on almost becoming Comic Book Guy from The Simpsons, learning Serbo-Croat and the fundamentals of communication, what he set out to do with Gasp, media neutrality, the noose around the neck of many marketers (aka the billable hour), awards, behavioural economics, stand-up comedy, and Wu-Tang Clan. Plus, find out why the front page of an Indonesian newspaper dubbed him “Mr. Cheater” after an ill-fated spelling bee…

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You can find Giles on Twitter and LinkedIn.

Enjoy all 67 episodes of Call to Action so far.

Check out and support ISOLATED Talks.

Don’t Be Brave, Be Right by Giles Edwards and Ryan Wallman.

Here’s the Hans Brinker ads, the Party Cannon logo, and Gasp’s award-winning crumpled up letter campaign.

A huge thank you to a friend of the show JP Castlin who, not being content with being on this podcast twice already, humbly invited himself to be a guest host. You can listen to both his episodes of Call to Action here and here.

Giles’s book recommendations are:

Delusions of Brandeur by Ryan Wallman

Copywriting Is by Andrew Boulton

How to Make Better Advertising and Advertising Better by Vic Polkinghorne and Andy Palmer

A Smile in the Mind by Beryl McAlhone and David Stuart

Sync by Steven Strogatz

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67: Industry legend Steve Harrison on writing “the most provocative advertising book in years”

Giles Edwards — Fri, 23 Jul 2021 07:20:00 +0000

We flogged an old, precious ad book on Amazon for three grand and just about covered a one-way ticket t’Blackpool (cheers privatisation) to nab one of the most outspoken voices in ad land: copywriter, Creative Director and author, Steve Harrison.

He’s bagged more Cannes Lions in his discipline than any other Creative Director in the world, and his book “How to do better creative work” became the most expensive ad book ever sold. His new, updated version of "Can't Sell, Won't Sell: Advertising, Politics and Culture Wars" has turned up the heat and promises to be “the most provocative advertising book in years”.

He not only shoots the breeze, but scary Birds, the big problem with big agencies, the juggernaut band-wagon of social purpose, class and the diversity conversation, and the vanity and entitlement of our industry to think we can set a cultural agenda. In fact, we had to stop and reload a few times to take aim at industry leaders, publications, Soho pub-goers, and Peter Crouch. What an episode.

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Follow Steve on Twitter and LinkedIn

Bung the updated version of Can’t Sell, Won’t Sell in yer’ basket

Check out How To Write Better Copy

Here’s his biography on Howard Gossage

And here’s How to do better creative work (but good luck getting your mitts on it!)
Here’s his pod with Dave Dye

And the talk we mention by Hans Rosling

Steve’s book recommendations are:
More Bull More by Jeremy Bullmore

Factfulness by Hans Rosling

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66: How to win your first client with Freelancer Magazine Editor Sophie Cross

Giles Edwards — Fri, 09 Jul 2021 04:05:00 +0000

We’ve set tripwires to snare the Jimmy Choo’s of the freelance community’s very own Anna Wintour, the editor of Freelancer Magazine, Sophie Cross.

An OG freelancer with over 15 years’ marketing experience, Sophie launched her very own 100-pages of glossy printed freelance goodness earlier this year.

She talks to us her first cheese-related jobs, thinking she wasn’t creative enough for marketing, sausage and mash business plans, launching a magazine, her ‘Kevin from Home Alone’ moment, starting before you’re ready, the immensely supportive freelance community, how to get your first client and more. Ears this way please.

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Check out Sophie’s website

Follow her on Twitter

Issue 2 ‘Community’ of Freelancer Magazine is out now

Watch Start Before You’re Ready on ISOLATED Talks

Listen to the stunning rendition of Dave Harland’s poem ‘Dogs’

Sophie kindly dedicated this episode to @thatcontentshed

Sophie’s book recommendations are:

The Artists Way by Julia Cameron

The Choice Factory by Richard Shotton

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65: A masterclass on how to do better virtual keynotes with Marcus John Henry Brown

Giles Edwards — Fri, 25 Jun 2021 04:05:00 +0000

This week we’ve laid bait of crisp apple strudels and schnitzel with noodles to snare Munich-based performance artist, Marcus John Henry Brown, to talk on a few of his favourite things.

Hisüber-talented creative chops have conjured up “performance hacks”, a keynote format that disrupts conference proceedings, delighting and shocking audiences across the world.

Marcus gives us the lowdown on the best (and worst) Batman, hacking business conferences, creating Blade Runner with PowerPoint, hanging in there as an artist last year, audience obsession, ideas, your left buttock, and tonnes more.

Plus, there’s an unmissable masterclass on how to do better virtual keynotes. Danke schön.

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You can follow Marcus on Twitter

Here’s his website

Check out his performances and tips to make better virtual keynotes here
His beloved ISOLATED Talk Hanging in There is well worth a watch too

These are his speaking terms and conditions

Marcus’s book recommendations are:

Anything by Mark Earls

Anything by Eaon Pritchard

Anything in the future by Vikki Ross (So keep an eye out here)

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64: Why a good craftsperson isn't always a good manager with designer turned strategist Izzi Hays

Giles Edwards — Fri, 11 Jun 2021 04:05:00 +0000

We’ve masqueraded as a bellboy and snuck into the G-Suite to catch freak in the (Google) Sheets and designer turned creative strategist, Izzi Hays, this week.

An awfully loud introvert, Izzi Rascal is bonkers for a tricky problem and is currently breaking industry moulds and bolstering their strategy chops at MultiAdaptor.

They chinwag to us on their accidental shift from design to strategy, empathy, bullsh*t job titles, why a good craftsperson isn’t always a good manager, research in the wild, what living in 10 countries has taught them, building diverse teams, pancakes, what they’d be doing in a world without brands and tonnes more.

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You can follow Izzi on Twitter

Check out MultiAdaptor

Here’s One Sandbox

Make your life easier with Raindrop and Notion

With the subtlety of a bulldozer, we manage to plug our episodes with: Zoe Scaman, Doug Melville, Nick Ellis, Andrew Willshire and Sarah Benson. So go forth and gorge on those too.

Izzi’s book recommendations are:

The Art of Innovation by Tom Kelley

Real Life by Brandon Taylor

Speculative Everything: Design, Fiction, and Social Dreaming by Anthony Dunne and Fiona Raby

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63: Why everyone hates marketers according to one of the most maverick marketers on the planet, Louis Grenier

Giles Edwards — Fri, 28 May 2021 04:05:00 +0000

This week we’re leading the frontline charge against marketing B.S. by catching and conscribing the fiery Frenchman and frère from another mère, Louis Grenier.

Quite simply one of the most maverick marketers on the planet, Louis’ mega-successful marketing podcast, Everyone Hates Marketers, has over 1 million downloads and interviews industry giants like Seth Godin and Mark Ritson.

Lend us your ears for a riotous rendezvous on why everyone really hates marketers, being radically different, how to up your Tinder game, the problem with looking at your own belly button, misquoting Richard Shotton, psychographics, and a bike shed load more. Plus, find out what on earth Marcelo Bielsa and Daft Punk have in common.

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You can follow Louis on Twitter

Learn to stand the f*ck out by signing up for his newsletter

Listen to his podcast Everyone Hates Marketers (after this one, of course)

Watch Louis’ talk for The Marketing Meetup

And here’s what Russell Davies has to say about “bikeshedding”

Louis’ book recommendations are:

Purple Cow by Seth Godin

ZAG by Marty Neumeier

Different by Youngme Moon

Eat Your Greens by Wiemer Snijders

How Brands Grow by Byron Sharp

Building Distinctive Brand Assets by Jenni Romaniuk

Sapiens by Yuval Noah Harari

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62: How to write a creative brief you love with Richard Huntington, CSO at Saatchi & Saatchi

Giles Edwards — Fri, 14 May 2021 04:05:00 +0000

This week we’ve cast a spell to catch one of the most talented strategists in ~~Middle-earth~~ the UK, ad land’s answer to Gandalf, Richard Huntington.

A high-octane brand strategist, Richard has been leading his merry band of creatives and hobbits to the edge of The Shire for nearly 30 years. Richard is currently Chairman, Chief Strategy Officer, and part of the furniture at Saatchi & Saatchi.

He talks to us on being interesting versus being right, the lost art of salesmanship, why you must join a choir, wild swimming, how buying a dog grooming magazine will make you a better strategist, and finally, if there really is one brief template to rule them all.

You’d be a fool of a Took not to fill your ear canals up.

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Follow Richard on Twitter

Here’s his blog, Adliterate

Richard kindly dedicates this episode to Marie Benton so make sure to check out the wonderful work of The Choir with No Name

Richard’s book recommendation is:

Waterlog by Roger Deakin

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61: Getting creatives to talk about mental health with Laurel Stark Akman, Creative Director at The Sims

Giles Edwards — Fri, 30 Apr 2021 04:05:00 +0000

We snuck aboard a streetcar and cruised down Castro Street to catch the Bay Area’s finest Creative Director and Pitch 100 Superwoman, Laurel Stark Akman, this week.

Laurel leads creative marketing efforts for The Sims at EA and is the mind (and heart) behind “world changing” and “industry bettering” work, including mental health initiative, Our Silent Partner, and diversity boosting portfolio competition, Next Creative Leaders.

She adds smarts and sass to tons of topics including going to ad school to make her right-brained parents happy, why thrashing in the undergrowth makes you a better creative, her own mental health journey, finding her voice, creating a space for the parts of her the industry didn’t celebrate, mentorship matchmaking and lots more.

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Follow Laurel on Twitter and Instagram

Check out her website

And go support Laurel’s brilliant initiatives, Our Silent Partner and Next Creative Leaders

Laurel kindly dedicates this episode to Niki Selken

If you are interested in shadow work, have a look at:

Laurel’s article for The Rosie Report

This program and this book

Laurel’s book recommendations are:

Pick Me by Nancy Vonk and Janet Kestin

Darling, You Can’t Do Both by Janet Kestin and Nancy Vonk

Herding Tigers by Todd Henry

Wintering: The Power of Rest and Retreat in Difficult Times by Katherine May

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60: The story behind the Mouldy Whopper with Fernando Machado, ex-Burger King CMO

Giles Edwards — Fri, 16 Apr 2021 04:05:00 +0000

We’ve posed as a jester in the throne room of the Burger Kingdom to nab the recently abdicated and most influential CMO and brand genius in the industry; the mind behind the Mouldy Whopper, Fernando Machado.

A global marketer with enough Lions to rival Joe Exotic, Fernando has recently tucked into a new role as CMO at Activision Blizzard. At the time of recording, Fer was CMO at Restaurant Brands International, serving up great creative work for Burger King, Popeyes and Tim Hortons.

So, pull up to the next window and pick-up Fer’s final flame-grilled interview* pre-abdicating. We chat on his obsession with creativity, how to make the case for creativity, the role of the CMO, why Mouldy Whopper was never a risk, brand heritage, cancel culture, Bill Bernbach, Dads in Briefs and the cliff divers of Acapulco.

Do you want fries with that?

*probably

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Follow Fernando on Twitter

Check out The One Club for Creativity

BGH Air Conditioners: Dads in Briefs

Fernando’s book recommendations are:

Bill Bernbach's Book by Bob Levenson

The Copy Book by D&AD

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59: Red Bull alumni & Formula 1 social media pioneer David Granger on his days in the Paddock

Giles Edwards — Fri, 02 Apr 2021 04:14:00 +0000

It’s lights out and we’re off with Red Bull Racing alumni, David Granger, in the driver’s seat, this week.

David got his wings managing the international digital and social strategy for Red Bull, its Formula One teams and for companies in aviation, fashion and music including the Wu-Tang Clan.

So protect ya neck as David brings da ruckus on reading ‘F1 for Dummies’ (twice) before joining Red Bull Racing, pissing off Fernando Alonso, owing his career to Leo Sayer, taking pole position ahead of other F1 teams on the socials and using it to deal with feuding fans…badly. Oh, and after a quick pit stop to chat AR in sports, find out what Giles really thinks of Pokémon Go.

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Follow David on Twitter

You can enjoy his columns for iSPORTCONNECT on Medium

And David proudly dedicates this episode to Katherine Chan

David’s book recommendation is:

Ogilvy on Advertising by David Ogilvy

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58: "Research is creative as much as it is scientific" with Planning Director Sarah Benson

Giles Edwards — Fri, 19 Mar 2021 05:05:00 +0000

We’ve taken cover in the jungle and laid bait of some intriguing research in the wild to snare planner, pattern spotter and people watcher, Sarah Benson, this week.

Currently a Senior Planner at adam&eveDDB, Sarah is an exceptionally talented strategic mind with 12 years’ experience making telly ads, creating brands and finding out what people really think.

She chats to us on being fired from her first job at IKEA, tackling industry biases, why planners should pay attention to the mundane, pattern spotting, research in the wild, cracking on, hard pants and lots more. Plus, a bonus pitch story of power, corruption and blueberry cheesecake.

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Follow Sarah on Twitter

Sarah proudly dedicates this episode to @izzihays, give them a follow too

Check out her film recommendation The Florida Project

Sarah’s book recommendations are:

The Optimists Telescope by Bina Venkataraman

Trick Mirror by Jia Tolentino

Perfect Pitch by Jon Steel

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57: "Is advertising in danger of becoming a hobby for rich people's children?" with strategist Will Humphrey

Giles Edwards — Fri, 05 Mar 2021 05:05:00 +0000

This week we’ve laid bait of a pint and picture round to snare sharp thinker, pub quizzer and Strategy Director at Wunderman Thompson, Will Humphrey.

A lifelong problem solver with experience across Advertising, PR, CRM and Digital, he’s devised award-winning strategies for the likes of O2, Budweiser, NatWest and Land Rover and is a huge advocate for mentoring junior folk in the industry.

He talks to us on a treasure trove of topics including ad land as a walled garden, binding machines and nappies, asking Londoners to find Coventry on a map, empathy, educated guessing, planning from within, what’s special about Robbie Earnshaw, hippos, custard creams and lots more. You’d be a fool not to let us bend your ear ‘ere.

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Follow Will on Twitter and Instagram
Check out his blog

Here's his advice for junior strategists/planners

And keep an eye out for future Getting In & Getting On events

Will proudly dedicates his episode to @sarahspoon, give her a follow too

Will’s book recommendations are:

The Silk Roads by Peter Frankopan

Saki, The Complete Short Stories by H. Munro

Viral Marketing: The Science of Sharing by Karen Nelson-Field

Homegoing by Yaa Gyasi

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56: Why ROI is rubbish with top data dog Andrew Willshire

Giles Edwards — Fri, 19 Feb 2021 05:05:00 +0000

We lurked in the waters of Loch Lomond to catch Strathclyde’s top dog in data for a natter; independent analytics consultant, Andrew Willshire.

Andrew is the Founder of Diametrical, a Strategic Analytics Consultancy. He has over a decade of experience in media analytics and his expertise includes marketing mix modelling, media optimisation, segmentation and market analysis.

This pod is packed with nuggets of golden insight as Andrew talks to us on his work with JP Castlin (and their argument over mint sauce), the state of analytics in media, data problems in The Long and the Short of it, murky metrics on Facebook, why ROI stinks, Christopher Nolan, Franz Ferdinand, Ferrari, and lots more.

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Follow Andrew on Twitter

Check out Diametrical

And enjoy his Marketing Week articles

ROI is Dead: Now Bury It by Tim Ambler

If Russ Ackoff had given a TED Talk video

Remember, JP is offering Call to Action listeners the Castlin Manifesto for nothing. Just email hello@rouser.se and ask nicely.

Andrew’s book recommendations are:

How to Measure Anything by Douglas W. Hubbard

Management F-laws by Russel L. Ackoff & Herbert J. Addison

Everything Is Obvious: Once You Know the Answer by Duncan J. Watts

The Mind is Flat by Nick Chater

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55: Learning how to fail with Harriet Minter, founder of The Guardian's Women in Leadership section

Giles Edwards — Fri, 05 Feb 2021 05:05:00 +0000

We’ve gone all in with a pair of Jacks to bluff and catch journalist and broadcaster Harriet Minter this week.

Harriet is an expert in female leadership, working from home and accidental autoerotic asphyxiation. After a hugely successful stint at The Guardian, founding a first-of-its-kind Women in Leadership editorial section, Harriet’s latest foray into writing, Working from Home: How to Build a Career you Love Outside the Office, is a bullshit-free guide to the new flexible workplace.

We up the ante and chat on her first (and worst) job at The Lemon Tree café, ditching university for Ocean Road, working at The Guardian, finding a safe space to fail, winning a £15,000 handbag in a poker tournament, managing remote teams, proceeding until apprehended and loads more.

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Follow Harriet on Twitter, LinkedIn and Instagram

Make sure to pre-order Harriet’s book here

And watch both her brilliant TEDx Talks; What yoga taught me about business, bravery & bras and Proceed until apprehended

Harriet’s book recommendations are:

When the Body Says No by Dr Gabor Maté

The Body Keeps the Score by Bessel van der Kolk

Jamaica Inn by Daphne du Maurier

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54: An exclusive look at the controversial Castlin Manifesto with JP Castlin

Giles Edwards — Fri, 22 Jan 2021 05:05:00 +0000

This week we’ve laid bait of fried chicken and Guinness to snare the recently rebranded Stockholm strategist who now has a new name and manifesto, JP Castlin.

JP is an independent strategy and complexity management consultant who shares his views on strategy in Marketing Week, The Drum, the IPA’s EffWorks, his own no-nonsense talks across the globe, and his hugely popular annual manifestos.

The imminently available Castlin Manifesto promises to be more provocative than ever, so we’re first in line to fill our plate and stuff our faces with a scintillating smorgasbord of JP’s most controversial opinions.

We tuck into deliberate and emergent strategy, why context is king, complexity theory, experimenting, marketing in “praxis”, A/B testing and porn, the effectiveness shaped elephant in the room, challenging context-free rules in a context specific world and loads more.

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Follow JP on Twitter

Listen to his first Call to Action episode here

Catch Chapter 1 of the Castlin Manifesto on ISOLATED Talks

JP dedicates this episode to the magnificent Murray Calder:“As good as he is a marketer, he’s an even better person.” Follow Murray on Twitter too.

JP is offering Call to Action listeners the Castlin Manifesto for absolutely nada. Simply email hello@rouser.se and ask nicely. It won’t be free forever, so get your grubby paws on it pronto.

JP’s book recommendations are:

The Rise and Fall of Strategic Planning by Henry Mintzberg

Cynefin by Dave Snowden

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53: How to design for accessibility with Tommy Mason

Giles Edwards — Fri, 08 Jan 2021 05:05:00 +0000

This week, by order of the Peaky Blinders, we’ve slipped into Small Heath and taken up a table at The Garrison to catch the best Brummie Tommy since Tommy Shelby, Tommy Mason.

An exceptionally talented designer, Tommy is Founder and Lead Designer of Studio Mason, a digital and branding studio based in Birmingham. An experienced creative specialising in UX, UI and branding, he was nominated for The Drum’s Young Designer of the Year 2018, and more recently nabbed himself one of their Chip Shop Awards.

Tommy talks to us on tonnes of topics, including doing a design apprenticeship, function over form, designing for accessibility, going freelance, why self-branding is b*llocks, the creative scene in Brum and a whole lot more.

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Follow Tommy on Twitter

And on Instagram

Check out Studio Mason

Here are the Accessibility Tools mentioned

Tommy’s recommendations are:

Interface Lovers Magazine

Abstract: The Art of Design on Netflix

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52: How Gillian Rightford is ridding the world of bad advertising

Giles Edwards — Fri, 11 Dec 2020 05:05:00 +0000

We’ve laid the Table (Mountain) with a bountiful Binet and Field feast to snare Cape Town’s creativity champion and industry agony aunt, Gillian Rightford, this week.

Gillian is Founder of Adtherapy, a management, skills development and communication consultancy ridding the world of bad ads using her simple equation; Better skills = better relationships = better results. Previously, Gillian honed her craft at agencies across South Africa, culminating in an impressive stint as Group Managing Director at Lowe Bull.

In this episode, we tuck into tasty topics like why loads of creative work is so mediocre, tips for marketers and agencies to get the best out of each other, the Bill she can’t live without (clue: it’s either Bernbach or tong?), the importance of account leadership, creativity, risk, cats, astrology and loads more. Go forth and gorge.

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Follow Gillian on Twitter

And on LinkedIn

Check out Adtherapy

Watch The Cracks in Things Let the Light Shine In on ISOLATED Talks

And here's her talk from Nedbank

Gillian’s book recommendations are:

Anything from the BBH World Cup of Advertising Books

The Choice Factory by Richard Shotton

Drive by Daniel Pink

Madison Avenue Manslaughter by Michael Farmer

Delusions of Brandeur by Ryan Wallman

Thinking Fast and Slow by Daniel Kahneman

Predatory Thinking by Dave Trott

The Anatomy of Humbug by Paul Feldwick

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51: The story behind the world’s most boring advert for a sex toy client with Halo co-founder Nick Ellis

Giles Edwards — Fri, 27 Nov 2020 05:05:00 +0000

This week, armed with the promise of sex and drugs and How Brands Grow, we’ve waded our way through gaggles of groupies to catch ex-rock star, pitch addict and award winning creative, Nick Ellis.

A respected strategic thinker and pre-watershed sex toy advert pioneer, Nick is Creative Partner & Co-Founder of Halo, a Design Week UK Top 100 independent brand agency based in Bristol. He has over 20 years’ experience working on significant global projects for clients including Jack Daniel’s, SEAT, BT, Live Nation, Ticketmaster, and Diageo.

He talks to us on his failed career as a rock star, running an agency, why he’s ashamed of his “womb room”, tips on creative briefing, the importance of account management, making the world’s most boring advert for a sex toy client and loads more. Tune up, plug in and enjoy.

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Follow Nick on Twitter

And on LinkedIn

Check out his agency Halo

Watch Wow How Now: A Creative Pitch Technique on ISOLATED Talks

And check out the slides from his ZeeMelt talk on Account Management
Hovering Art Directors on Tumblr

Nick’s book recommendations are:

How Brands Grow by Byron Sharp

Paid Attention by Faris Yakob

Delusions of Brandeur by Ryan Wallman

Strategy is Your Words by Mark Pollard

Cloud Atlas by David Mitchell

Slade House by David Mitchell

The Ocean at the End of the Lane by Neil Gaiman

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50: Stories from 19 years at JWT with Shekhar Deshpande, Head of Strategy at Meta

Giles Edwards — Fri, 13 Nov 2020 05:05:00 +0000

This week, marking our Half Century 50th episode (not out), we’ve caught and bowled Facebook’s Head of Strategy, and cricketer, Shekhar Deshpande.

One of the world’s great strategists, Shekhar spent nearly two decades at the creative agency J Walter Thompson, across Bangalore and London, prior to joining Facebook. He’s had work awarded at Cannes, performed judging duties for the Effies, and worked with clients including Nike, Unilever, Shell, Diageo and Mondelez.

Shekhar shares stories of his 19 years at JWT, running away from and towards things, how a cricket match in Guildford helped change his life, working at Facebook, the importance of expressing your feelings and the future of strategy.

If that wasn’t enough, in the final over, he knocks us for 6 with career advice from Calvin & Hobbes, delivers a glorious googly on why he detests pitches, and loads more. Howzat?

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Follow Shekhar on LinkedIn

And on Twitter

Watch ‘Being the Best Strategist You Can Be’ on ISOLATED Talks

Here’s his WARC article on the Future of Strategy

Shekhar’s book recommendations are:

Roots by Alex Haley

The Silk Roads by Peter Frankopan

Illusions by Richard Bach

Born a Crime by Richard Noah (Audiobook)

We Need to Talk About the British Empire by Afua Hirsch (Podcast)

Alchemy by Rory Sutherland (Audiobook)

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49: Why the smartest people ask stupid questions with strategist Zoe Scaman

Giles Edwards — Fri, 30 Oct 2020 05:14:00 +0000

Wielding a witch’s wand, we hot-footed aboard the Hogwarts Express for a magical chat with Founder of Bodacious and strategy’s own Severus Snape, Zoe Scaman, this week.

Zoe’s love for sci-fi and strategy has sent her searching around the world for the next shiny thing, working for the likes of Droga5, Ridley Scott Creative Group, and Adidas. She’s developed a TV series for a huge fashion label, branded a celebrity or two, and is the go-to-guru for expertise on brand planning and entertainment strategy.

In this episode, she adds magic and mojo to topics like avoiding university, Sydney’s strategy scene, PPC for porn sites, agencies ‘sausage factory’ problem, world-building and what-if planning, fetishizing frameworks, why the smartest people ask stupid questions, and a treasure trove more.

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Follow Zoe on Twitter

And check out her Substack

Here’s Bodacious

Her out of this world ISOLATED Talk

And her article on breaking our non-fiction addiction

Zoe’s book recommendations are:

Hollowpox Trilogy by Jessica Townsend

Where the Crawdads Sing by Delia Owens

Daring Greatly by Brené Brown

Dare to Lead by Brené Brown

Spinning Silver by Naomi Novik

Uprooted by Naomi Novik

The Midnight Library by Matt Haig

How to Stop Time by Matt Haig

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48: "Should ads be more expensive?" with Andrew Spurrier-Dawes

Giles Edwards — Fri, 16 Oct 2020 04:05:00 +0000

This week, we fired up the big screen and laid bait of a reminiscing watch of Wales’ glorious 3 – 1 Euro 2016 victory over Belgium to catch the best thing since sliced Bara-Brith; MediaCom’s Global Digital Director, Andrew Spurrier-Dawes.

Arguably Wales’ finest export since Huw Edwards, ASD has worked with stellar brands like Mars, Sky, Tesco and eBay. Described by Rory Sutherland as ‘MediaCom’s polymath’, he still finds time to be an IronMan, Campaign 30 Under 30 winner, co-host of two successful podcasts, keen photographer and family man.

He talks to us on missing a McDonald’s armed robbery by 30 seconds, why his first boss called him a c*nt, why ads should be more expensive, advice for onboarding clients, why the internet is f*cked, clicks, China, his struggles with mental health, and loads more. You’d be a fool not to fill your ear canals up. Iechyd da.

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Follow ASD on Twitter

Or drop him a line

Here are more of his favourite books
And his ISOLATED Talk

He also co-hosts two successful podcasts; Connected, where he talks to the greatest names in marketing, technology and beyond, and Echoes of Glory, a podcast dedicated to Tottenham Hotspur

ASD’s book recommendations are:
48 Laws of Power by Robert Greene
The Hero with A Thousand Faces by Joseph Campbell
Undisputed Truth: My Autobiography by Mike Tyson
Sweat the Technique by Rakim

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47: How to write a good headline with one of the most highly awarded copywriters on the planet George Tannenbaum [Part 2 of 2]

Giles Edwards — Fri, 02 Oct 2020 04:14:00 +0000

They say you should leave an audience wanting more, but sod that, as this week we are giving you a huge double helping of more, as it is part 2 of our chat with George Tannenbaum.

One of the most highly awarded, revered and talented copywriters and creative directors on the planet, George is a freelancer who was previously Executive Creative Director and Copy Chief at Ogilvy for over 10 years, and has worked with huge brands like IBM, Boeing, PayPal and General Motors.

Allow your ears to be bent by George’s blissful yet biting NY tones, as he talks on subjects such as the state of copywriting, what he would do if he was Joe Biden, rediscovering his love for advertising, what he would banish from the industry, his time at Ogilvy including his last assignment working on the Boeing account, clickbait and how to write a good headline and more. Go tune in, you lucky, lucky people.

Oh. And that’s not to mention a perfectly timed comedic cameo from his wife.

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Follow George and Le Agency Holding Company CEO on LinkedIn

George is on Twitter

Here is his Ad Aged Blog

And his Website

Here are the AdHouse Classes

George’s book recommendations:
The Warmth of Other Suns by Isabel Wilkerson

Caste by Isabel Wilkerson

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46: One of advertising's biggest fish, George Tannenbaum, vents eloquent fire on the state of the industry [Part 1 of 2]

Giles Edwards — Fri, 18 Sep 2020 04:14:00 +0000

We’ve pulled a network agency worm out of the Big Apple and used it as topic-bait to catch one of advertising’s biggest fish this week; the one and only George Tannenbaum. One of the most highly awarded, revered and talented copywriters and creative directors on the planet, George is a freelancer who was previously Executive Creative Director and Copy Chief at Ogilvy for over 10 years.

George has worked with huge brands like IBM, Boeing, PayPal, and General Motors, writes a hugely influential marketing blog called Ad Aged, and has a charming if alarmingly deluded French alter ego called ‘Le Agency Holding Company CEO’ who holds up a satirical mirror to the holding company era.

Listen to George chat and vent eloquent fire on a variety of subjects such as his family’s settlement in the U.S, his early career, working and learning from Ron Rosenfeld and Len Sirowitz, the NY agency scene in the 80s and 90s, what the industry has become, ageism, his time at Ogilvy, why he hates the Yankees, and tonnes more. So much more, that this is the first of a two-parter.

And the whole thing kicks off with an unmissable cameo from Le Agency Holding Company CEO. So what you waiting for? Go listen.

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Follow George and Le Agency Holding Company CEO on LinkedIn

George is on Twitter

Here is his Ad Aged Blog

And his Website

George’s book recommendations:
The Saddest Words by Michael Gorra

And the rest will be in Part 2, so be sure to listen in 😉

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45: Nailing your diversity strategy with ad land's most disruptive Diversity Officer, Doug Melville

Giles Edwards — Fri, 04 Sep 2020 04:05:00 +0000

This week we’ve trawled and traversed all 50 US states in a 27-foot-long hot dog to catch former male cheerleader, Assistant Tour Manager to Britney Spears, mentee of Magic Johnson & ad land’s most diverse and disruptive Diversity Officer; Doug Melville.

Another chapter of his remarkable CV tells us that as the first-ever Chief Diversity Officer of TBWA\North America, Doug has driven TBWA’s supplier diversity efforts to over $250 million in spend with female and diversely owned-and-operated businesses in the creative space…and still found time to interview Snoop Dogg.

He talks to us on that giant wiener (!!), studying at the University of Magic Johnson, touring with the Princess of Pop, nailing your diversity strategy, valuing progress over PR, how brands can take a stance on social issues, and loads more.

Anyone who simply wants their company or agency to produce better, more diverse work should bend their ear hither now.

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Follow Doug on Twitter, LinkedIn & Instagram

Check out his diversity platform One Sandbox

And delve into any of his 3 brilliant TEDx Talks:

Improving your diversity IQ

Being A Male Cheerleader Changed My Relationships with Women

Digital Breadcrumbs - 12 steps to online success

And why not? Here’s Britney’s ...Baby One More Time

Doug’s book recommendation is:

Think And Grow Rich by Napoleon Hill

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44: Brush up on your Survival Skills for Freelancers with copywriter Sarah Townsend

Giles Edwards — Fri, 21 Aug 2020 04:05:00 +0000

This week, armed with a first-aid kit and copy of Bushcraft 101 we head through the hinterlands of Gloucestershire to catch Sarah Townsend for a chinwag.

As a freelance copywriter, Sarah has over 20 years’ experience traversing the tumultuous territory of self-employment and now she’s written the book on it. Boasting over 100 5-star Amazon reviews, Survival Skills for Freelancers provides practical advice on the nuts and bolts of freelance work.

She chats to us on a load of topics, including the struggles of freelancing before (and after) social media, how to avoid isolation, burnout, the dreaded ‘comparisonitis’, the importance of boundaries, tips for working from home and tonnes more. Plus, there’s talk of copywriters who charge by the word and how a tomato could be your secret productivity weapon.

Pause Man vs Wild, fire up the Trangia and enjoy.

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Follow Sarah on Twitter

And LinkedIn

Here’s her book Survival Skills for Freelancers

Pick up a copy on Amazon

Check out Sarah's copywriting website and sign up for her newsletter

Sarah’s book recommendation is:

On Writing by Stephen King

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43: One half of the Wellness & Leadership power couple Alex Jamieson and Bob Gower has been Oscar-nominated. Find out who.

Giles Edwards — Fri, 07 Aug 2020 04:05:00 +0000

This episode is a Call to Action first as we’ve landed a supersized bumper catch; the power couple Alex Jamieson & Bob Gower.

Alex was one of the co-creators and co-stars of the Oscar-nominated documentary Super Size Me, and is also the best-selling author of 5 books, a highly-sought-after wellness expert and success mentor, and has also been interviewed by Oprah.

Bob is the amazing author of Agile Business: A Leader’s Guide to Harnessing Complexity, as well as an in-demand speaker and consultant, working with leaders at huge multinationals like Chanel, Ericsson, and Ford. They talk to us on their early careers, how they met, their new book Radical Alignment, what it was like to work together, the writing process, behavioural change work with people and organisations, their All-In Method, and more.

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Check out Alex & Bob’s book Radical Alignment (out August 11th)

And the Radical Alignment website

Here’s Alex's website, LinkedIn and Instagram

And Bob's website & LinkedIn

Read more on John Gottman's Four Horsemen

And don't miss AOC's speech on sexism in Congress

Alex and Bob's book recommendations are:

The Artist's Way by Julia Cameron

Never Split the Difference by Chris Voss

Systemantics by John Gall

Thinking in Systems by Donella H. Meadows

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42: Find out why the Queen of GIFs & talented writer, Gem Higgins, is the marketing industry's cheerleader.

Giles Edwards — Fri, 24 Jul 2020 04:05:00 +0000

We’ve lurked stage left disguised as a Victorian wench to nab musical theatre fan and exceptionally talented writer gem Higgins this week.

A creative problem solver and a strong mental health advocate, gem rules ‘The Twitters’ with her unrivaled gift of creating the perfect GIF for any moment. She can also read an entire book in one bath soak (one can only imagine how wrinkly she would get if she took War & Peace into the tub).

She talks to us on the inspiration behind her hugely popular ‘Sit Fucking Still’ donation to the ISOLATED Talks fundraising campaign, paper cutting as an artistic medium, Twitter as a community, her mental health and dealing with exceptionally tough times, the writing process, papier-mâché turds, how shit Slack is and so much more. So run a nice hot bath, listen, get wrinkly, and enjoy.

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Follow gem on LinkedIn

On the Twitters

And Instagram

Here is her Medium profile

And her ISOLATED Talk

Check out her website

Where you can specifically see how she likes to stick googly eyes on things

gem’s book recommendations are:

Consider This by Chuck Palahniuk

Unleash the Power of Puerility by Mark Denton

The Cost of Living & Hot Milk, both by Deborah Levy

The Lonely City by Olivia Laing

Once More We Saw Stars by Jayson Greene

Rootbound by Alice Vincent

Coming Undone by Terri White

gem is a voracious reader, and you can see all the books she has read in recent months here

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41: What the business leader learnt from the stripper with entrepreneur and former burlesque dancer Paulina Tenner

Giles Edwards — Fri, 10 Jul 2020 04:14:00 +0000

We’ve lurked in the wings of the Café De Paris, Piccadilly to catch the hugely successful entrepreneur and former burlesque dancer Paulina Tenner this week.

Paulina is the founder of Grant Tree, an open culture company that pioneered an open salary scheme to help tech start-ups navigate the complex world of government funding.

She talks to us on her ‘vomit edit’ writing process for her new book; ‘What the Business Leader Learnt From the Stripper’, Open Culture and Holacracy, how she got into burlesque and what it brought to her business chops, why today’s leaders need to be more of a C.U.N.T., blagging a position as a company director when barely out of UCL and tonnes more. Put your fishnets on, boys and girls, and have a listen.

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Follow Paulina on LinkedIn
On Twitter
And she’s also on Instagram
Here is her website & book
And her ISOLATED Talk
Watch Freddie Mercury and Queen perform The Show Must Go On

Paulina’s book recommendations are:
Reinventing Organisations by Frederic Laloux
In Over Our Heads by Robert Kegan

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40: How businesses can measure and monitor happiness with Friday Pulse founder Nic Marks

Giles Edwards — Fri, 26 Jun 2020 04:05:00 +0000

We’ve laid down lures of cool Friday drinks to catch the ‘Pharrell Williams’ of statistics; happiness expert Nic Marks.

Nic is the CEO and Founder of Friday Pulse, helping organisations understand employee wellbeing, as well as being a leading statistician and TED speaker, and is arguably best known for his work in creating The Happy Planet Index; the first global measure of sustainable well-being. He’s worked with The British Government and The Kingdom of Bhutan and has been featured in publications including The Wall Street Journal, The Guardian and Wired.

He talks to us on the drivers of happiness, how businesses can measure and monitor happiness, Aristotle, shining toilet brass, tips for managing teams during the pandemic, how to have a good Zoom call, neuroscience and loads more. It’s packed like a pandemic second date picnic hamper (too soon?) so go consume until your ears are content.

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Follow Nic on LinkedIn

And on Twitter

Check out his personal website

And the website for Friday Pulse which helps companies measure happiness, and is free for all organisations with under 1000 employees during the COVID-19 crisis.

Nic’s book recommendations are:

21 Letters on Life and its Challenges by Charles Handy

Becoming Myself & Love’s Executioner by Irvin D. Yalom

The Strange Order of Things by Antonio Damasio

Shantaram by Gregory David Roberts

Cloud Atlas by David Mitchell

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39: A masterclass in measuring and managing distinctive brand assets with Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute

Giles Edwards — Fri, 12 Jun 2020 04:05:00 +0000

We’ve cast a net off the coast of Adelaide this week to catch one of the globe’s greatest researchers and Sci-Fi fans, Jenni Romaniuk. Jenni is Research Professor and Associate Director (International) at that conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world’s biggest brands.

She is the author of two must-read books; Building Distinctive Brand Assets and How Brands Grow Part 2, co-authoring the latter with industry legend Professor Byron Sharp, as well as being an engaging and entertaining keynote speaker at global industry conferences.

She chinwags to us on her first job as a talented mixologist in a football club bar making fruit cups, her two books, how to build mental availability, best practices for managing and measuring distinctive brand assets, and tonnes more. You’d be a fool not to fill your ear canals up.

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Follow Jenni on LinkedIn.

Check out her books: Building Distinctive Brand Assets and How Brands Grow Part 2.

Here is the Ehrenberg-Bass Institute’s website.

Book Recommendation:

A Scandalous Life by Mary S. Lovell

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38: What the world of medicine can teach marketing with Delusions of Brandeur author Ryan Wallman

Giles Edwards — Fri, 29 May 2020 04:05:00 +0000

An internationally acclaimed copywriter and author who is partial to some wolf nipple chips (who isn’t?), Ryan Wallman is Creative Director and Head of Copy for Wellmark, a Melbourne-based creative agency specialising in healthcare.

He has written for numerous industry publications, including Marketing Week, and is a co-author of the bestselling marketing book Eat Your Greens. More recently, Ryan smashed out his own masterpiece; The Drum Roses award-winning satirical scalpel that is Delusions of Brandeur; a hilarious, piss-taking how-not-to-guide for getting on in the marketing industry.

Praise for the book has been knockout:

“I love this book. Anything I spend my time on, I either have to learn something or be entertained, with this book I get both.” – Dave Trott

“Not only is this a marvellous book – but no one but Dr. Wallman could have written it.” – Rory Sutherland

Ryan chirps to us on the origins of Delusions of Brandeur, rumours of a sequel, what the world of medicine can teach marketing, the work of the Wellmark agency and the vital role Twitter played in his career change. His claims of being a world-class whistler are also put firmly to the test. Get your ears out and listen.

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Follow Ryan on LinkedIn.

And on Twitter.

Here is his agency Wellmark’s website.

Check out his book, Delusions of Brandeur, including some top merch and a Monty Python inspired video of supreme silliness.

The ISOLATED Talk from Gem Higgins.

Book Recommendations:

Alchemy by Rory Sutherland

The Choice Factory by Richard Shotton

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37: Listen to Richard Chataway reveal a great Behavioural Science idea from Norwich City F.C.

Giles Edwards — Fri, 15 May 2020 04:50:00 +0000

We’ve laid an intricate trap of clever beer and wine based nudges this week to catch Richard Chataway, Vice President of the BVA Nudge Unit UK, founder of the Communication Science Group (CSG) and quite simply one of the most talented behavioural science practitioners in the world.

He chats away (sorry) on a load of topics, including an early temping job at the Royal College of Obstetricians and Gynaecologists’s examinations (written, ahem) department, direct marketing, behavioural science and how it can help in the Coronavirus crisis, the writing of his new book ‘The Behaviour Business’, his past roles for the UK and Australian governments, ethical issues around nudging and tonnes more interesting stuff. And his passion for Ipswich Town.

Go listen now and discover why stellar brands like IKEA, Google, Sainsbury’s and Starbucks have looked to him for behavioural science guidance.

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Follow Richard on LinkedIn.

And on Twitter.

Here is the Communication Science Group’s website.

And the BVA Nudge Unit website.

Here is his book, The Behaviour Business.

And the associated podcast.

Book Recommendations:

Drunk Tank Pink by Adam Alter

Predictably Irrational by Dan Ariely

Decoded by Phil Barden

The Art of Choosing by Sheena Iyengar

Thinking Fast and Slow by Daniel Kahneman

Where Did It All Go Wrong by Eaon Pritchard

The Choice Factory by Richard Shotton

Alchemy by Rory Sutherland

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36: Ten principles of customer experience to follow with Matt Watkinson

Giles Edwards — Fri, 01 May 2020 08:10:00 +0000

We’ve masqueraded as a waiter with dreams of Hollywood this week to catch LA’s finest CX designer Matt Watkinson.

Matt is co-founder and CEO of Methodical and an internationally renowned author, speaker, and consultant on customer experience and business strategy, speaking at events for the likes of Microsoft, Salesforce, American Express, and the FBI. His first book, The Ten Principles Behind Great Customer Experiences, won CMI’s Management Book of the Year, and his second book, The Grid, was shortlisted for 2019’s Management Book of the Year.

He talks to us on his very unique early career path (he has never actually been employed), how designing an award-winning website for Argos launched him into the UX and ultimately the CX stratosphere, 10 CX principles to follow, his books, his frustrated dreams of being a pianist and so much more. Go gorge and enjoy.

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Follow Matt on LinkedIn.

And on Twitter.

Here is Methodical’s website.
Watch Matt's COVID-19 Business Battle Plan and support ISOLATEDTalks.com.

Matt has written two books:

The Grid

The Ten Principles Behind Great Customer Experiences

Book Recommendations:

Thinking in Systems by Donella H. Meadows
The Nature of Technology by W. Brian Arthur
Financial Intelligence by Karen Berman
Mastery by Robert Greene

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35: Thinking of making a move from figure skating to strategic consultancy? Then you need to listen to Liana Dinghile

Giles Edwards — Fri, 17 Apr 2020 04:05:00 +0000

We’ve cut a cheeky round hole in the ice to catch former figure skater and strategic consultant and business leader Liana Dinghile, this week.

A proud Londoner with a mix of Sicilian and Scottish heritage, Liana works with Tonic Creative Business Partners, having previously been at Siegel + Gale and Dragon Rouge. She has helped guide some of the world’s most successful organisations, working with the likes of Bayer, Sainsbury’s, British Airways and Hewlett Packard.

She talks to us on her early career as a figure skater, how she got into the industry with TUI, making the move from client to agency side, what makes a good strategy and examples of brands that nail it, positive work cultures, her love and knowledge of wine, and barrels more.

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Follow Liana on LinkedIn

And her agency, Tonic

Here is Tonic’s website

Liana is also a member of the BIMA Mentoring Council

Book Recommendations:

Laws of Simplicity by John Maeda
Rise by Gina Miller

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34: Former Viz Cartoonist Nick Parker on helping brands like PwC & Spotify define their Tone of Voice.

Giles Edwards — Fri, 03 Apr 2020 04:05:00 +0000

This week we’ve laid bait of tempting language to snare the exceptionally talented writer and founder of the language strategy agency That Explains Things, Nick Parker.

A one-time creative director, magazine editor, keynote speaker, children’s book author, Viz cartoonist and crystallised-piss-on-door-hinges remover, Nick now helps fellow copywriters, agencies and brands like BT, PWC, Tesco and Spotify define brand tone of voice.

He talks to us on a treasure trove of topics, including his first paid job creating a cartoon strip for Viz, tips for writing, useful words, authoring child fiction, how to define tone of voice, how to run a good workshop and more. You’d be a fool not to let us bend your ear ‘ere.

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Follow Nick on LinkedIn.

On Twitter.
Here is his agency website.

And his ‘find your own tone of voice’ kit, Voicebox.

And Nick's book The Exploding Boy and Other Tiny Tales.

Book Recommendations:

Made to Stick by Chip & Dan Heath

Alchemy by Rory Sutherland

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33: From selling blouses on Petticoat Lane to consulting brands like British Airways & Ford, Nicole Yershon is someone to listen to.

Giles Edwards — Fri, 20 Mar 2020 05:05:00 +0000

This week we’ve landed in the docklands of London to catch the baby-faced assassin and CEO of NY Collective, Nicole Yershon, who ignites fires of change consulting huge brands like Ford, British Airways and Pizza Hut.

Heralded by The Drum as one of the 25 most influential women in the British digital industry over the last 25 years, she talks to us about her early career and how she went from selling blouses from a stall on Petticoat Lane to working with industry legend Dave Trott at GGT.

But that’s not all. She also dives into her time at Ogilvy & Mather and a rather ingenious way of generating R&D budget for their London Digital Innovation Lab that involved pimping out Rory Sutherland, her Fearless Manifesto, the work of The NY Collective, her best-selling Amazon book Rough Diamond and a whole lot more.

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Follow Nicole on LinkedIn.

On Twitter.

On Facebook.

And on Instagram.

Find out all about the NY Collective.

And Nicole’s best-selling book.

Book Recommendations:

21 Lessons for the 21st Century by Yuval Noah Harari

Rotman Management Magazine

One Plus One Equals Three, Creative Blindness, Predatory Thinking and Creative Mischief by Dave Trott

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32: Decoded author Phil Barden with some unmissable insight for brand managers

Giles Edwards — Fri, 06 Mar 2020 04:00:00 +0000

This week we’ve muscled past the marketing mafia to shakedown the Don of decision science; Phil Barden. His client-side chops cover working for T-Mobile, Unilever and Diageo, until a run-in with two Germans and a flash mob flung him headfirst into the world of neuroscience and understanding human behaviour. As MD at decision science consultancy DECODE Marketing, he’s written 'Decoded: The Science Behind Why We Buy', a best-seller with stacks of praise from the likes of Rory Sutherland.

Phil gives us the lowdown on why he got into decision science, Tropicana’s failed redesign, the emotional side of Cillit Bang, scoffing Jaffa Cakes straight off the production line and tonnes more. There’s unmissable insight for brand ~~mobsters~~ managers too.

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Follow Phil on Twitter.

And on LinkedIn.

Or drop him a line.

And check out DECODE Marketing.

Decoded – The Science Behind Why We Buy by Phil Barden.

The Blogfather sunk his teeth into the Mouldy Whopper debate last week with help from Phil’s WARC article on the putrid patties.

Book Recommendations:

How Emotions Are Made by Lisa Feldman Barrett

Copy, Copy, Copy by Mark Earls

Alchemy by Rory Sutherland

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31: What makes a good comedy actor with West End and Broadway star of The Play That Goes Wrong, Charlie Russell

Giles Edwards — Fri, 21 Feb 2020 05:05:00 +0000

We’ve lurked by the theatre stage door this week to catch Charlie Russell; the West End and Broadway star of the smash hit show, The Play That Goes Wrong. Together with her long-standing friends in the Mischief Theatre company, she has appeared in a hit parade of great shows, including The Comedy About A Bank Robbery and Groan Ups, while Mischief Comedy have recently aired their first TV show on the BBC; The Goes Wrong Show.

Charlie talks to us on a huge repertoire of subjects; getting into drama school, the beginnings of Mischief Theatre, how Improv theatre works, what makes a good comedy actor, how pain is integral to great comedy, the difference between performing on TV and theatre, taking the show to Broadway, and what it was like to meet and work with the Hollywood director JJ Abrams.

So, exit stage left pursued by a bear and go listen.

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You can follow her on Twitter.

And check out all the Mischief Theatre shows.

And the BBC’s The Goes Wrong Show.

Which is now available on Amazon.

Her agent is Chloe Brayfield at AHA (Amanda Howard Associates).

She has also appeared on Griefcast.

The group’s great outdoor media is done by JHI Marketing.

Book Recommendations:

The God of Small Things by Arundhati Roy

If Nobody Speaks of Remarkable Things by Jon McGregor

Frankenstein by Mary Shelley

Jane Eyre by Charlotte Brontë

The Tenant of Wildfell Hall by Anne Brontë

His Dark Materials Trilogy by Phillip Pullman

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30: Big agencies vs small agencies with Kerry O'Connor

Giles Edwards — Fri, 07 Feb 2020 04:06:00 +0000

This week we’ve rowed up the Thames with a wine-laced bait to catch Kerry O’Connor, Co-Founder at Tonic Creative Business Partners. Kerry has many specialities, including marketing strategy, PR, and belting out power ballads to huge crowds for charitable causes. She’s mostly worked agency-side for the likes of Ogilvy, Publicis, Imagination and Dragon Rouge, yet also has client-side chops from a stint with what is now Virgin Media.

She talks to us on a vast array of information nuggets, including: working at Ogilvy (where accounts included Ford and IBM), overcoming stigma to get into the industry, big agencies Vs small agencies, client side Vs agency side, business development & strategy, positioning, the pitch process, defining growth and singing as part of a Queen tribute act in the Islington Assembly Hall to over 900 people! There’s so much packed in, it’s a veritable sardine can of an episode. Enjoy.

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Follow Kerry on LinkedIn
Tonic’s LinkedIn Page
Tonic's website

Book Recommendation:

The Four Agreements by Don Miguel Ruiz

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29: Vice President of Islamic Marketing at Ogilvy, Shelina Janmohamed, has a theory on the social healing power of chips

Giles Edwards — Fri, 24 Jan 2020 05:23:00 +0000

This week we’ve snuck up the Thames to Ogilvy’s offices to catch Shelina Janmohamed; the bestselling author of Love in a Headscarf (a memoir about growing up as a British Muslim woman), and the Vice President of Islamic Marketing at Ogilvy- The world's first bespoke consultancy for building brands with Muslim audiences.She also, somehow, still finds time to write for the Daily Telegraph, The Guardian and the BBC, and was named one of the UK’s 100 most powerful Muslim women.

She talks to us on how brands and agencies can understand the Muslim population better to create better ads and comms, writing books, how writing ‘Be Nice’ on her index finger helps her be a better person, how being a mother has improved her efficiency x10, the social healing power of chips, working on the iconic Motorola RAZR and more.

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Follow Shelina on LinkedIn
On Twitter
On Facebook

Her books/reports are:
Love in a Headscarf by Shelina
Generation M by Shelina
The Great British Ramadan from Ogilvy.

Book Recommendation:
Alchemy by Rory Sutherland

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28: What Morph is really like with Director and Designer at Aardman Animations, Gavin Strange.

Giles Edwards — Fri, 10 Jan 2020 05:41:00 +0000

This week we’ve packed our plasticine and carried out a search of The Avon to pick up Bristol’s finest maker of noise, Gavin Strange. By day, Gavin is Director and Designer at the beloved Aardman Animations, the Academy Award winning studio behind Wallace & Gromit, and by night he indulges in passion projects, drenching them in fizzy, fuzzy energy as he morphs into his alter-ego Jam Factory.

A serial tinkerer whose capacity for fun bursts through his beanie, Gavin is also an author, toy inventor and speaker. He talks to us candidly on this, having car parts thrown at his head, pixels, plasticine and what Morph is really like, the unlikely crossover of Maya Angelou and Dragon Ball Z, why we need more wonky things, and a whole lot more.

Embrace your fizz and fuzz. Listen and you won’t be disappointed.

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Gavin/JamFactory Links:

Follow @JamFactory on Twitter, Instagram and LinkedIn

And visit his website. (https://www.jam-factory.com/)

Gavin’s directorial debut, The Amazing Maya Angelou

And his brilliant talk at The DO Lectures

Animation Recommendations:

Adobe Creative Cloud (with student discount)

Stop Motion Studio

Blender

Book Recommendations:

Do Fly: Find Your Way. Make a Living. Be Your Best Self by Gavin

Or for more fizzy, fuzzy energy… listen to the audio version

Feck Perfuction by James Victore

Draplin Design Co: Pretty Much Everything by Aaron Draplin

Why? How? What? The First Big Book of Art by Brosmind
Cabinet of Curiosities: My Notebooks, Collections, and Other Obsessions by Guillermo del Toro

Anything and everything by Shepard Fairey

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27: Metrics, short-termism and selling Ribena to the North of England with Tom Goodwin

Giles Edwards — Tue, 24 Dec 2019 18:22:00 +0000

We’ve put a tasty worm on our line and cast it into the Big Apple to catch Zenith Media’s Exec VP & Head of Innovation, Tom Goodwin.

The best thing to come out of Sheffield since Sean Bean, Tom has worked with a list of clients that reads like the FTSE 100, including Microsoft, BMW, FOX and Emirates, and he is also the bestselling author of the ground-breaking book, Digital Darwinism.

Tom talks to us on tonnes of topics, including the evolution of tech and what excites him, his experience working at TBWA, metrics & short-termism, programmatic, selling Ribena to the North of England and a whole lot more.

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Links:

Follow Tom on LinkedIn

On the Twitter

And here is his website

Book Recommendations:

Re-imagine by Tom Peters

Disruption by Jean-Marie Dru

Alchemy by Rory Sutherland

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26: The value of education in marketing with Ireland's greatest marketer, Colin Lewis

Giles Edwards — Tue, 24 Dec 2019 18:13:00 +0000

We sneaked up the river Liffey in a Viking long boat and kidnapped arguably Ireland’s greatest marketer for a natter; Colin Lewis.

Colin’s vast experience and multiple industry awards come from a career that includes working at iconic brands like BMI, 118118, Thomas Cook and CityJet, and from working all over the world, from Australia to Hong Kong, Japan, and the UK and Ireland. He’s also a speaker, lecturer and teacher, educating brands such as Unilever, Facebook, Ryanair, and Heineken.

This pod is packed with nuggets of golden insight as Colin talks to us on strategy, friction, robot car racing, the value of teaching and education in marketing, how to truly be market orientated, turning into a grumpy old man, and lots more.

We also assume he has an exclusive membership for The Long Room Library at Dublin’s Trinity College, as he is one of the best-read people we’ve ever spoken to, and he’s shared tonnes of tomes below.

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Colin Links:

Follow Colin on LinkedIn

And on Twitter

Read his Marketing Week articles

And check out his website

Book Recommendations:

Good Strategy Bad Strategy by Richard Rumelt

How Brands Grow by Byron Sharp

The Creativity Code by Marcus Du Sautoy

Vanished Kingdoms by Norman Davies

Positioning: The Battle for Your Mind by Al Ries, Jack Trout, Philip Kotler

Deep Work by Cal Newport

Competitive Strategy by Michael E. Porter

Sapiens by Yuval Noah Harari

The War of Art by Steven Pressfield

Turning Pro by Steven Pressfield

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25: Meet one of the most controversial voices in the industry, Bob Hoffman, Ad Contrarian

Giles Edwards — Tue, 24 Dec 2019 18:04:00 +0000

We’ve lurked in the waters of San Francisco Bay to catch arguably the most outspoken and controversial voice in the industry; the bullshit detecting bulldog, Bob Hoffman.

He is the acerbic wit behind the highly popular ‘Ad Contrarian’ blog, named one of the world’s most influential marketing and advertising blogs by Business Insider, and is the author of four Amazon Number 1 selling books about advertising. Bob’s commentary has appeared in the likes of BBC World Service, The Wall Street Journal, the Financial Times and Forbes.

He talks to us on his early career as an adult fiction writer (!!!), ad fraud, his experience of client and agency side, the great danger of tracking and surveillance in online advertising, the de-valuation of creativity, his writing of a new book and so much more.

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Bob Links:

Follow Bob on LinkedIn

On the Twitter

Here is his AdContrarian blog

And his website

You can also check out the details on his 4 published books here

Book Recommendations:

The Anatomy of Humbug by Paul Feldwick

The Choice Factory by Richard Shotton

One Plus One Equals Three by Dave Trott

Predatory Thinking by Dave Trott

The Big Book of Rants by Rich Siegel

Everybody Lies by Seth Stephens-Davidowitz

Alchemy by Rory Sutherland

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24: Want to know more about creating a genuinely special workplace culture? Listen to Di Wilkins

Giles Edwards — Fri, 13 Dec 2019 05:50:00 +0000

This week we dug out our knickerbockers and legged it up the fairway to catch an ex-golf pro with one of the strongest drives in the industry, Di Wilkins. She joined the agency Critical Mass 21 years ago and never left. As CEO, Di has created a genuinely special work culture rooted in Canadian values and best showcased by an avalanche of industry accolades this year, including Best Agency to Work For and Employer of the Year.

Di explains that what she lacks in polish, she makes up for in heart. And we guarantee that after this episode there’ll be a queue of Call to Action listeners from here to Canada vying to be her friend. You can listen to her talk candidly on the benefits of being “absolutely clueless", the silliest thing she’s done with a JPEG, pioneering customer-centricity before it was vogue and a whole lot more.

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Di:
Follow Di on LinkedIn.

Critical Mass:

On the Twitter.
On the Facebook.

On the LinkedIn.
On the Instagram.
On their Website.

Book Recommendations:

She’s also recommended a few of the 100+ books a year she reads for you to enjoy: The Great Alone Kristen Hannah

The Three Year Swim Club Julie Checkoway

I heard you paint houses Charles Brandt

*Di dedicates her show to a rock-star of Critical Mass, Isabella Rodrigues. Di would love Isabella to know that thousands of Critical Massers are behind her, as is everyone here from the Call to Action team.*

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23: How businesses can improve diversity and inclusion with Dr Stefanie Johnson

Giles Edwards — Fri, 29 Nov 2019 05:30:00 +0000

This week we’ve got our large sea-going vessel out of dry dock once again to go across the pond to catch Dr. Stefanie K. Johnson; author, speaker and professor of Management at the University of Colorado Boulder’s Leeds School of Business.

Stefanie has come a long way since discovering in her first jobthat a children’s ball pit is the most disgusting place on earth. She is now one of the world’s leading authorities on improving diversity and inclusion in business and has published over 70 journal articles and book chapters for the likes of Harvard Business Review and Journal of Applied Psychology.

Stefanie has achieved stellar coverage with media giants such as The Economist, The Guardian, Time and CNN, while her learning partners on diversity and inclusion include Netflix, Starbucks and P&G, amongst many other household brand names.

She talks to us on defining bias, the ABC’s of how to break it, how businesses can improve diversity and inclusion, leadership, her life as a professor, swing dancing at a Mexican wedding and a whole lot more.

/////

Stefanie:
Follow Stefanie on LinkedIn.
On the Twitter.
And on Instagram.
You can pre-order her new book Inclusify.
Watch Stefanie's brilliant talk at Nudgestock 2019.
Stefanie’s website.

Book Recommendations:
The Person You Mean to Be by Dolly Chugh
Good to Great by Jim Collins
Alchemy by Rory Sutherland

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22: A Guiness-fuelled industry mickey-take with Paul Mellor of Mellor&Smith

Giles Edwards — Fri, 15 Nov 2019 05:55:00 +0000

This week we’ve laid bait of Guinness and Rosé to snare the man who launched his agency from his front room whilst sitting in his pants, the day after he called his old boss a ‘cock’. It can only be Paul Mellor.

Taking the piss out of the industry whilst on the piss with our podcast host Giles, it’s a wonder how they actually finished with a fully recorded episode. Paul takes us on a riotous ride on how he went from working in a coleslaw and potato salad factory (yep, you heard that right) to running one of the best brand and ad agencies in London. Topics and targets rattled through also include; why advertising is shit and how it can be better, Pot Noodles, how brands can achieve genuine stand out by risk taking, and the wildly successful ‘Take Fucking Risks’ speaker series Paul founded, with guests like Bob Hoffman, Dave Trott, Cindy Gallop, and Grace Dent.

The first Call to Action podcast to require a health warning, the fumes from this episode alone could damage your liver whilst also serving as a slap about the face to start you smashing up anything bland and beige, and to just start taking some fucking risks.

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Paul:
You can follow him on LinkedIn.
And his agency Mellor&Smith on the Twitter.
And we’ll give you their website for a full house.

Book Recommendation:

Life’s A Pitch – Then You Buy by Don Peppers
Creative Blindness by Dave Trott
One Plus One Equals Three by Dave Trott
Creative Mischief by Dave Trott
Damn Good Advice by George Lois
Nobody Wants to Read Your Sh*t by Steven Pressfield

/////

21: SPECIAL ANNOUNCEMENT

Giles Edwards — Tue, 05 Nov 2019 19:29:24 +0000

This week we’ve only caught a cold (well, it is that time of year), but much more excitingly we’re putting out a bite-size Call to Action pod blast to exclusively announce details of our very first live Call to Action podcast event. It’s like a cranked-up Question Time, taking place in a pub to booze-fuel the debate and replacing the politicians with talented peeps who aren’t afraid to tell it like it is.

Join us for a riotous and fun night for our first-ever live event. It will be a cocktail of much-loved regular Call To Action pod features alongside lively debate of hot 2019 topics in the marketing and advertising industry, all in an amazing and intimate venue.

We’re laying on a pub-grub buffet and a couple of free drinks, all covered under the cost of a ticket, while everyone also gets a Call To Action goodie-bag to take away too. Think you have a question to stump our panel? They’re well up for a challenge, so submit questions by emailing hello@calltoaction.co or dropping us a message on the usual Call To Action channels.

The panel in need of questions to get stuck into is:

Vikki Ross
The forthright and exceptionally talented copywriter and founder of #copywritersunite, Vikki travels the world telling businesses how to talk.

Paul Mellor
Notoriously mouthy, Paul is a professional rule breaker and co-founder of the agency Mellor&Smith and creator and compère of the Take Fucking Risks events.

Brian Macreadie
One of the best and most vocal B2B Marketers in the country. Brian has over 12 years’ experience as a head of marketing, has worked for Telcom giants like AT&T and has nabbed over 60 Industry Awards.

Kirsty Montgomery
A remarkably honest jargon destroyer, Kirsty is a Director of CRM who has worked for the likes of Staples, Sky, Hilton and Hunkemöller, giving the panel further client-side chops.

Ryan Wallman
Known as Dr Draper in the Twittersphere, Ryan is a master Creative Director and Head of Copy who specialises in healthcare, and will be making a Jedi Force ghost style cameo.

For tickets, and full details, head over to the Pubcast event listing.

///// TIMINGS /////

Doors open at 6:00pm. Time to grab some grub and a drink and settle in. No admittance after 6:30pm, no matter how hard you bang on the door. There will be plenty of time at the end for a mingle or ‘networking’ if you want to call it that.

20: How to brief agencies and more client side tips with B2B marketing's self styled Yoda, Brian Macreadie

Giles Edwards — Fri, 01 Nov 2019 05:05:00 +0000

This week we’ve travelled to a galaxy far, far away to ensnare Brian Macreadie; B2B Marketing’s self-styled Yoda.

Brian’s stellar career includes a period as Marketing Director for Media and Sport at Getty Images,marketing communication roles at large telecoms companies such as AT&T, and over 12 years’ experience as head of marketing at several international law firms. More highly decorated with medals than Ryan Giggs, Brian has over 60 prestigious B2B industry awards,and is so highly thought of that he often sits on the judging panels themselves, including being 3-times judge at the B2B Marketing Awards.

He talks to us on his time in the Defence sector, his move to Marcoms, the pressures faced working in B2B, his encounters with the Sith (Digital Snake Oil Merchants), tips on how to write B2B marketing emails the B2B client-side impression of agency side, tips for briefing agencies and a whole lot more.

/////

Brian's Links:

Brian on LinkedIn

Brian on Twitter

Brian's Website
Archived article What do client side marketers look for when working with an agency?
The 4 brand lessons I learned from 19 topless northern men by Brian
The Undercover Economist by Tim Harford

With thanks to our good friend, the supremely talented Ollie Mines for his golden toned recital.

/////

19: Stories from ad land's heyday in Australia with Jane Evans

Giles Edwards — Fri, 18 Oct 2019 05:10:00 +0000

We’ve tracked a trail from London to Sydney and back again this week, to catch our latest podcast guest Jane Evans. Many are billed as being ‘brutally honest’, but Jane wrote the rule book on “not giving a f*ckery.” Jane has worked for some of the biggest agencies on the planet, including JWT and Ogilvy, before setting up her own agency Giant Leap, where clients included Revlon, Maserati and a bevy of beer breweries.

But arguably her greatest work is being done now, running Janee; a part-advertising agency, part-activist organisation that is fighting for gender equality and diversity in advertising and society, and giving a voice to a new breed of superwomen. She talks to us candidly on this, the heyday of the Ad Industry in Australia, how Martin Sorrell then f*cked it all up, what makes great ads work, why modern beer ads don’t work, being a Mum, and a whole lot more.

/////

Jane and Uninvisibility:
Jane on Twitter
Jane's Website
The Uninvisibility Project
Instagram @Uninvisibility

Twitter @Uninvisibility

Uninvisibility on Facebook

Jane Evans on LinkedIn

Book Recommendation:

Business As Unusual by Anita Roddick

Jane dedicates her show to the amazing Verna Wilkins, founder of Tamarind Books. Here is one of the publications that the pioneering Verna wrote herself.

/////

18: Cool dude and professional hell-raiser, James Victore wants you to have a “God damn opinion”

Giles Edwards — Fri, 04 Oct 2019 05:04:00 +0000

This week we’ve gone over The Pond to catch Designer, Author, Speaker, Teacher and all-round cool dude and professional hell-raiser, James Victore. Part Yoda part Darth Vader, his often-controversial yet striking work is exhibited all around the world, including at the Museum of Modern Art in New York, and has appeared on the covers of Esquire and Time Magazine.

He’s also worked for clients such as Adobe, Mailchimp and Moet & Chandon, and recently captured all his learnings in his new book, Feck Perfuction. He talks to us on his early career, designing posters, designing book jackets, his influences, his creative Texas retreat, his workhorse typefaces, what to do with shit clients, having a "God damn opinion", and a whole lot more, so go have your ears bent now (in a good way).

/////

James Online:

Instagram @JamesVictore

Twitter @JamesVictore

Website

James Links/Books:

New York City Department of Probation project case study

Victore or, Who Died and Made You Boss? by James Victore

Feck Perfuction: Dangerous Ideas on the Business of Life by James Victore

Consider the Lobster by David Foster Wallace

This is Water by David Foster Wallace

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17: Tips for writing magic copy with The Word Man, Dave Harland

Giles Edwards — Fri, 20 Sep 2019 05:10:00 +0000

This week we’ve snuck up The Mersey, Viking raid style, to nab Liverpool’s finest anti-bullshitcopywriter, Dave Harland. Having massive fingers hasn’t held back Dave from writing magic copy. He talks to us on how he made the bold move to working freelance after a 10-year stint at Park Group Plc, (ending up as Head of Copy), his early job as a football reporter, how his fascination with writing persuasive copy developed, his key tips for writing good copy and plenty more besides.

A massive fan of Liverpool F.C, Alan Partridge and Scrabble, as well as being a talented poet, the podcast includes a stunning reading of Dave’s poem ‘Dogs’, written for his Nan when he was aged just 13. Lend us your ears. You won’t be disappointed.

/////

Dave Harland Links:

Twitter @wordmancopy

Dave’s LinkedIn

Dave’s website

Dave Plugged:

Tom Albrighton’s website

#copywritersunite

Dave's Books:

One Plus One Equals Three by Dave Trott

Creative Blindness by Dave Trott

Predatory Thinking by Dave Trott

Now Try Something Weirder by Michael Johnson

/////

16: What3words CMO Giles Rhys Jones talks on how 3 simple words can save lives, deliver pizza and transform the Mongolian postal service.

Giles Edwards — Fri, 06 Sep 2019 05:40:00 +0000

This week we’ve pinpointed the exact location of what3words CMO Giles Rhys Jones for a good chinwag. Awarded the Cannes Lion Grand Prix for Innovation, Giles talks at length about this amazing global addressing phenomenon that is used by entities as diverse as pizza delivery companies and emergency services, as well as some of the world’s largest automobile companies like Mercedes and Audi.

Giles also reveals nuggets of interest from working agency side at Saatchi & Saatchi and Ogilvy, where clients included HP, Unilever and British Airways, as well as what it takes to set up an agency, the secret for getting good press coverage, and a whole lot more. Go listen, sit back and enjoy.

/////

Company
what3words

Books
The Messy Middle by Scott Belsky
Alchemy by Rory Sutherland

Giles
Gymnasium
LinkedIn Profile
Instagram Profile

Article
What3words: The app that can save your life (BBC)
The Blogfather discovers W3W in June 2015

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15: The world's ONLY global tech ethnographer Tricia Wang

Giles Edwards — Fri, 23 Aug 2019 05:40:00 +0000

This week we’ve caught the world’s only Global Tech Ethnographer and the woman that made Qualitative Data sexy; Tricia Wang.

She created that job title herself, as part of always looking to question then smash convention throughout her career. Her fieldwork has featured in publications such as TechCrunch, Wired and The Guardian, she’s worked with Fortune 500 companies, and is a go-to keynote speaker, having stolen limelight at the likes of IBM, Proctor & Gamble, Nike and TED.

She chats very openly to us on her early career, Ethnography, Big and ‘Thick’ Data (that’s the sexy part), her now-infamous period at Nokia, the current state of marketing, diversity and inclusion, and a whole lot more!

Go listen, as this podcast redefines the term ‘unmissable’.

/////

Social
@TriciaWang Twitter
@TriciaWang Instagram
Slack Ethnography Hangout

Book Recommendations
So You Want to Talk About Race by Ijeoma Oluo
How to deconstruct racism, one headline at a time by Baratunde Thurston
Mismatch: How Inclusion Shapes Design by Kat Holmes
Invisible Women: Exposing Data Bias in a World Designed for Men by Caroline Criado Perez
New Dark Age Tech by James Bridle
Coders by Clive Thompson
Non-Bullshit Innovation by David Rowan
Leadership and the Art of Growing Up by Jerry Colonna

Talks
The human insights missing from big data by Tricia Wang, TedxCambridge
The End of an Error: How Marketing Mistook Clicks for Customers (and how we can get them back) by Tricia Wang, at Nudgestock 2019
The ABCs of Breaking Bias by Dr Stefanie K. Johnson, at Nudgestock 2019

Article
Marketing Research. Make some time for it. It needn’t be costly, you just need the right approach by The Blogfather, Gasp.

/////

14: One of the most talented designers around, Lee Davies talks on Behavioural Science, Signalling and Sheffield

Giles Edwards — Fri, 09 Aug 2019 05:10:00 +0000

This week we’ve caught The King in the North. Nope, it’s not Jon Snow, but one of Sheffield’s finest, Lee Davies. OK, he may not actually rule the North, but he’s certainly one of the most talented designers and creative directors in any part of ~~Westeros~~ the UK, for that matter.

He modestly calls himself ‘a right mess’, but growing up in a cultural backwater in Cheshire didn’t hinder him rising up to design great work for the creative brand communications agency Peter & Paul for 12 years, where clients have included the likes of Channel 4, Unilever and the V&A.

He lets us know all the details about his way of working, what makes for an effective creative process as a designer, brand identities, his passion and talent for writing, Behavioural Science, Signalling, Sheffield and a whole lot more.

Any budding designers, or anyone who simply wants their company or agency to produce better creative work, should bend their ear hither now.

/////

Instagram Peter & Paul

Twitter Peter & Paul

Twitter Lee Davies

How To by Michael Bierut

Made To Stick by Chip & Dan Heath

Creativity, Inc. by Ed Catmull

A Technique for Producing Ideas by James W. Young

The Anatomy of Humbug by Paul Feldwick

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13: Psychologyical hacks for parents with the don of Behavioural Economics, Rory Sutherland [Part 2 of 2]

Giles Edwards — Fri, 26 Jul 2019 05:10:00 +0000

This episode is the most eagerly anticipated ‘Part 2’ since The Godfather movie series, as we resume our chat with The Don of Behavioural Economics in 2019; the one and only Rory Sutherland.

Rory Sutherland is a copywriter-turned-behavioural science expert and torch-bearer, and Vice Chairman of Ogilvy UK. He’s been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has entertained millions via his unrivalled TED Talks.

Rory writes regular columns for The Spectator, and is the author of two books: The Wiki Man and the recently published Alchemy, The surprising Power of Ideas which don't make Sense.

He talks on subjects even more wide ranging than Part 1, including: Nudgestock, Shakespeare as a behavioural economist, Psychological hacks for parents, Comedy, The Pratfall Effect with Vicars, Sloe Gin, and a whole lot more.

/////

Rory's Links (complete version available in Part 2 to follow)
Twitter: @RorySutherland
Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland
Nudgestock 2019 speaker videos
Complexity and the Art of Public Policy by David Colander & Roland Kupers
Success and Luck by Robert H. Frank
The Darwin Economy by Robert H. Frank
Fooled by Randomness by Nassim Nicholas Taleb
The Naked Jape by Jimmy Carr & Lucy Greeves
The Mating Mind by Geoffrey Miller
Genes in Conflict by Robert Trivers
River out of Eden by Richard Dawkins

Gasp Links
Signalling by The Blogfather
Effectiveness by The Blogfather
Be Different by The Blogfather

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12: Tips for those who dream of being a writer with multi-talented author, poet, and podcast host Giles Paley-Phillips

Giles Edwards — Fri, 12 Jul 2019 05:10:00 +0000

This week we’ve caught the uniquely and multi-talented author, poet, and podcast presenter, Giles Paley-Phillips. Giles is the award-winning author of children’s books including The Fearsome Beastie and Little Bell and the Moon, and talks to us on his motivations for writing, how he got published, and also some tips for those who have their own dreams of being a writer.

He delves into his role as a co-host on the British Podcast Awards nominated ‘Blank’ podcast alongside comedian Jim Daly, where stellar guests have included Gary Lineker and Louis Theroux. He also very generously and openly talks about his childhood, how his career developed, and his time on the road in a rock band, including a performance at the Glastonbury festival. Go listen and enjoy!

/////

Episode Links

Twitter: @eliistender10

BLANK podcast

One Hundred and Fifty-Two Days by Giles Paley-Phillips

The Fearsome Beastie by Giles Paley-Phillips

Little Bell and the Moon by Giles Paley-Phillips

So You’ve Been Publicly Shamed by John Ronson

A Game of Thrones Series by George R.R. Martin

Mentors by Russell Brand

Waiting For The Punch by Marc Maron

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11: An hour of Rory Sutherland on all things advertising, marketing, and psychology [Part 1 of 2]

Giles Edwards — Fri, 28 Jun 2019 09:10:00 +0000

This week we’ve caught Ogilvy UK’s and Behavioural Science’s finest, Rory Sutherland. It’s an hour of Rory. What do you expect? If it’s a jam-packed, entertaining chinwag on all things advertising, marketing and psychology then come tuck in.

For those for whom this will be a first dose of Rory, he is a copywriter-turned-behavioural science expert and torch-bearer, and Vice Chairman of Ogilvy UK. He’s been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has entertained millions via his unrivalled TED Talks.

Rory writes regular columns for The Spectator, and is the author of two books: The Wiki Man and the recently published Alchemy, The surprising Power of Ideas which don't make Sense.

He talks to us on a ton of topics, including; Direct Marketing, Measurement, Efficiency V’s Effectiveness, the state of the modern Ad Agency, Harry Potter, and the need to establish marketing as its own form of unique science.

/////

Rory's Links (complete version available in Part 2 to follow)
Twitter: @RorySutherland
Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland

Gasp Links
Signalling by The Blogfather

/////

10: The Dutchman with a famous banana, Wiemer Snijders talks on how the scientific approach is helping to turn around marketing

Giles Edwards — Fri, 14 Jun 2019 09:10:00 +0000

This week we’ve caught Wiemer Snijders. A Dutchman with a famous banana, Wiemer is one of the most prominent figures at the forefront of Marketing Sciences.

Currently a Partner at The Commercial Works, he recently published Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health, which features contributions from 35 of the world’s top marketers, including the likes of Byron Sharp, Mark Ritson and Bob Hoffman.

Listen to him talk on how the scientific approach is helping to turn around marketing, the possible root causes of the lack of long-term strategic thinking in the industry, and a whole lot more.

/////

Wiemer's Links:

Twitter: @wiemersnijders
Eat Your Greens by Wiemer Snijders
The Mind Is Flat by Nick Chaker

Bad Science by Ben Goldacre

It’s A Little More Complicated Than That by Ben Goldacre

How To Lie With Statistics by Darrell Huff
Naked Statistics by Charles Wheelan

Economics Facts And Fallacies by Thomas Saul

Factfulness by Hans Rosyln

Progress by Johan Norberg

The Consuming Instinct by Gad Saad

On Writing Well by William Zinsser

/////

9: A great definition of strategy with Murray Calder

Giles Edwards — Fri, 31 May 2019 09:10:00 +0000

Listen to how we nearly lost one of the finest strategic minds in the industry to the ski instructing game. Murray Calder learnt his craft managing internationally renowned Scotch Whisky brands like Macallan, Highland Park, and The Famous Grouse, and his first job in the industry saw him do everything EXCEPT marketing, giving him a great grounding and a fundamentally important first lesson.

He’s been with MediaCom Edinburgh since 2006, where he is currently Strategy Director, and numerous honours bestowed on his bonce include a period as Chairman for the IPA in Scotland. He also now dabbles in wood block printing and typesetting, so plenty to lend your ears to. Listen and enjoy.

/////

Twitter: @ScotStratGuy

LinkedIn: Murray Calder

Culture series by Iain M Banks

The Makery Dunbar website

The Makery Dunbar Instagram

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8: Glenn Fisher is a copywriter adept at persuading people to act. Listen to his tips on how you can do the same.

Giles Edwards — Fri, 17 May 2019 09:10:00 +0000

Armed with a fishing pole and a tasty bait of Hemmingway, we caught none other than Glenn Fisher.

Arguably the most famous person to be born in Grimsby (by default), Glenn became a copywriter after a number of years working in the local council. For over a decade he worked with Agora, a multi-million pound international financial publisher, as Head of Copy.

He is now freelance, focussing on coaching aspiring copywriters, and has recently published his first book, The Art of the Click, which explores direct-response copywriting, which has received glowing endorsements from some of the best… including previous Call to Action guests Vikki Ross and Richard Shotton.

/////

Sophie's World by Jostein Gaarder

The Art of the Click by Glenn Fisher

History of Western Philosophy by Bertrand Russell

Great Leads: The Six Easiest Ways to Start Any Sales Message by John Forde

Books by Dave Trott, Milan Kundera and Paul Auster

/////

7: Marketing strategy, brand purpose and the problem with online advertising with Fredrik Hallberg

Giles Edwards — Fri, 03 May 2019 09:10:00 +0000

After traversing lakes, vast boreal forests and glaciated mountains, we finally caught up with the charismatic Fredrik Hallberg.

Being born in the most boring town in Sweden, Köping, propelled Fredrik to leap into the world of computers, and ultimately the internet, just to find something interesting.

Fast forward in time, and he is now a seasoned Marketing Strategy Director and Management Consultant with more than 20 years of experience consulting Fortune 500 companies, digital start-ups, tech giants and domestic brands.

A popular speaker at many public seminars and lectures, Fredrik has also just taken a brand spanking new position as a Partner at The Commercial Works alongside Wiemer Snijders, curator and editor of the brilliant ‘Eat Your Greens’.

He talks to us on marketing strategy, brand purpose, the problem with online advertising, how important David Hasselhoff was to him in early life and a whole lot more!

/////

Books by (Amazon Links):

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6: Meet one of the best copywriters in the business, Tone of Voice expert, Vikki Ross

Giles Edwards — Fri, 19 Apr 2019 09:10:00 +0000

Catching Vikki Ross was no mean feat; she's here, there and everywhere. One of the best copywriters in the business, Vikki specialises in Branding and Tone of Voice, running workshops all over the globe, and creating voices for some of the UK’s biggest brands, including The Body Shop, Sky, ITV, and Virgin Media.

She dedicates time to mentoring budding copywriters and is a very vocal champion of the art of copywriting itself. Vikki says; “Copywriting will take you further than you imagined – into people’s homes, onto high streets and on shoots around the world…”

/////

Vikki Ross

A Big Life in Advertising Mary Wells Lawrence

How To Write Better Copy by Steve Harrison

Persuasive Copywriting by Andy Maslen

Hey Whipple, Squeeze This! by Luke Sullivan

The Copy Book by D&AD

Ali Hanan / Creative Equals / Creative Equals Conference

For Creative Girls

Who's Your Momma?

@VikkiRossWrites #CopywritersUnite #CopySafari

Gasp (The Blogfather)

Context. The Devil is in the Detail

Building a Brand

5: The Dunning-Kruger effect and how to save marketing with Eaon Pritchard

Giles Edwards — Fri, 05 Apr 2019 09:10:00 +0000

This week’s podcast guest Eaon Pritchard was a tough catch, seeing as he is based in Melbourne and all, but that didn’t stop us collaring him for a chat.

He’s a self-proclaimed ‘advertising douchebag’, but that does him a disservice, as Eaon has worked as an ad creative and planner for over 20 years, firstly in London and now over in Oz.

He also lectures, consults, and writes regularly for WARC and other ad industry publications, while his spectacular and highly-praised book on advertising, ‘Where Did it All Go Wrong?’ caused R/GA’s Head of Strategy Rob Campbell to declare; “Eaon is funny and insightful. I hate him.”

/////

Eaon Pritchard:

Twitter: @eaonp

Where Did It All Go Wrong - Adventures At The Dunning Kruger Peak Of Advertising

The Stupidity Paradox: The Power and Pitfalls of Functional Stupidity at Work by Mats Alvesson

The Triumph of Emptiness: Consumption, Higher Education, and Work Organization by Mats Alvesson

Business Bullshit by Andre Spicer

Intuition Pumps And Other Tools for Thinking by Daniel C. Dennett

The Adapted Mind: Evolutionary Psychology and the Generation of Culture by Jerome H. Barkow

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4: Amy Kean on neuromarketing and publishing a modern-day illustrated fairy tale

Giles Edwards — Fri, 22 Mar 2019 10:10:00 +0000

Published author, poet, public speaker and Starcoms’s Head of Strategic Innovation, Amy’s led media and marketing strategies for some of the world’s biggest brands, including the BBC, Unilever, and Nando’s.

Her first foray into writing, with the modern-day fairy tale, The Little Girl Who Gave Zero Fucks, was a stonking success; storming to the top of the charts on Amazon.

Amy’s also been listed as one of the most influential and innovative people in UK digital media by the likes of The Drum, while her career has taken her to Asia and back again, and she is rightly a vocal champion for smashing gender inequality in our industry, and beyond.

/////

Amy Kean:

Twitter: @Keano81

The Little Girl Who Gave Zero Fucks Website

The Little Girl Who Gave Zero Fucks (Amazon)

The Chimp Parodox by Prof Steve Peters

Amy's Shots Column

Selling to the Subconscious: Should more markers use 'Dreamvertising'? The Drum article

Gasp:

Dreams. The Final Advertising Frontier?

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3: Using lollipops to deal with noisy clubbers and more stories from the Met Police 'Problem Solving Unit' with Stevyn Colgan

Giles Edwards — Fri, 08 Mar 2019 10:10:00 +0000

We’ve caught award-winning author, artist, public speaker and former QI head elf Stevyn Colgan for our latest podcast.

Stevyn’ career started with 30 years in the Met Police Service, where he quickly landed up in the intriguingly named, ‘The Problem Solving Unit'; using lollipops to deal with noisy, rowdy night-clubbers was but one ingenious (and highly effective) idea he introduced.

An expert problem solver, he’s given TED talks on this subject, amongst other top gigs, including the Edinburgh Festival, Latitude and Ogilvy’s behavioural science centrepiece Nudgestock.

/////

Stevyn Colgan:

Stevyn’s Website

Twitter: @StevynColgan

Why Did the Policeman Cross the Road TED talk

Perfect Pitch Nudgestock 2017

The Drunkard’s Walk: How Randomness Rules Our Lives by Leonard Mlodinow

Problem-Oriented Policing by Herman Goldstein

Thinking, Fast and Slow by Daniel Kahneman

Nudge: Improving Decisions About Health, Wealth and Happiness by Richard H Thaler

Gasp:

Gasp Agency Website

Sending Scrumpled Up Balls of Paper delivers >6000% ROI for global Learning client, Skillsoft

Hitting Golf Balls into People’s Gardens wins International Ads of the World Best Direct Mail award

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2: "Strategy first, tactics later, brand always" with JP Hanson

Giles Edwards — Fri, 22 Feb 2019 09:39:36 +0000

Hot on the heels of our maiden podcast, we collar JP Hanson.

He is the CEO and co-founder of Rouser, an international strategic consultancy firm headquartered in Stockholm, where he works making client brands better, not just bigger, and stresses that his singular goal is to build client profit.

If this wasn’t enough, he contributes to outlets such as The Drum and the IPA’s EffWorks, and is increasingly delivering entertaining, no-nonsense talks across the globe, as well as being a qualified lawyer.

The Rouser Manifesto, built on; ‘Strategy First, tactics Later. Brand Always’, is something we regularly dive and dip into at Gasp, so we are box-of-frogs excited that our kindred spirit is on the podcast.

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JP Hanson:

Twitter: @RouserJP

The Rouser Manifesto: A Proposal for How to Get Marketing Back to the Boardroom

The Drum His methods still matter – a response to ‘David Ogilvy must die’

The Halo Effect by Phil Rosenzweig

How Brands Grow by Byron Sharp

Eat Your Greens by Wiemer Snijders

The Long and the Short of It by Les Binet & Peter Field

Gasp:

Gasp Agency Website

Causing Mayhem. What Does it Take to Create a Great Advert?

Strategy & Tactics

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1: Author of The Choice Factory, Richard Shotton, tells us how to apply findings from behavioural science to advertising

Giles Edwards — Fri, 08 Feb 2019 16:23:37 +0000

In our maiden episode we catch Richard Shotton.

Increasingly known as the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising, Richard also operates as a consultant, speaker and trainer.

A choice choir of industry legends have collectively sung praise for his book, most notably Rory Sutherland, Dave Trott, Mark Ritson and Phil Barden, with the latter referring to it as “catnip for the industry”; which explains why one of our Account Managers likes to rub it all over himself when he arrives every morning.

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Richard Shotton:

Twitter: @rshotton

Buy The Choice Factory on Amazon

Mumbrella Brand Purpose Article

14 Books on Behavioural Science that Marketers Should Read

Behind the Scenes in Advertising, Mark III: More Bull More

Irrationality: The enemy within Paperback by Stuart Sutherland

Gasp:

Gasp Agency Website

Contact/submit a question to the Show: hello@calltoaction.co

Our articles on Brand Signalling and Online Reviews

Bob Hoffman's blunt, yet superb, definition of Signalling

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