Call To Action podcast

Player FM - Internet Radio Done Right

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Lagt till six år sedan

Innehåll tillhandahållet av Call To Action and Giles Edwards. Allt poddinnehåll inklusive avsnitt, grafik och podcastbeskrivningar laddas upp och tillhandahålls direkt av Call To Action and Giles Edwards eller deras podcastplattformspartner. Om du tror att någon använder ditt upphovsrättsskyddade verk utan din tillåtelse kan du följa processen som beskrivs här https://sv.player.fm/legal.

<div class="span index">1</div> <span><a class="" data-remote="true" data-type="html" href="/series/the-agile-brand-with-greg-kihlstromr">The Agile Brand with Greg Kihlström®</a></span>

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The Agile Brand with Greg Kihlström®

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Expert mode marketing technology, AI, and CX insights from top brands and Martech platforms fill every episode, focusing on what leaders need to know to build customer lifetime value and long-term business value. The Agile Brand with Greg Kihlström® features executives and thought leaders from top brands and platforms discussing the industry's trends, like first-party data strategies, artificial intelligence, consumer data privacy, omnichannel customer experience, and more. The Agile Brand is hosted by Greg Kihlström, advisor and consultant to leading brands, speaker, entrepreneur, and best-selling author. It provides a fresh perspective on the continually evolving dynamic between brands and the audiences they serve.

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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

166 episoder

#Business #Marketing #Giles Edwards #MBA #Careers #Action

Call To Action

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updated för 19 dagar sedan

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166 episoder

#Business #Marketing #Giles Edwards #MBA #Careers #Action

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Call To Action

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163: Karen Dobres on a game-changing approach to women’s football 44:43

för 19 dagar sedan44:43

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44:43

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 . ///// 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. 54:06

för 5 weeks sedan54:06

54:06

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 . ///// 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 42:07

för 7 weeks sedan42:07

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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. ///// 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 55:12

för 10 weeks sedan55:12

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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. ///// 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 1:04:52

för 12 weeks sedan1:04:52

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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. ///// 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 56:09

för 14 weeks sedan56:09

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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. ///// 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 56:53

för 17 weeks sedan56:53

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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 . ///// 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 50:25

för 19 weeks sedan50:25

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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. ///// 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 1:01:34

för 21 weeks sedan1:01:34

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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. ///// 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 1:08:50

för 25 weeks sedan1:08:50

1:08:50

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. ///// 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 1:03:19

för 27 weeks sedan1:03:19

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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. ///// 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 50:58

för 29 weeks sedan50:58

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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. ///// 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 ///// 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 1:06:39

för 31 weeks sedan1:06:39

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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 ///// 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 ///// 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…

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150: Mark Denton on why true creatives only get better with age 1:07:56

för 33 weeks sedan1:07:56

1:07:56

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. ///// 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 1:33:14

för 37 weeks sedan1:33:14

1:33:14

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. ///// 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 54:39

för 39 weeks sedan54:39

54:39

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. ///// Follow Dan on LinkedIn Visit Dan’s site Jerry Seinfeld's interview with Tim Ferriss, the interview every creative should watch ///// 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 ///// 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 1:03:58

för 41 weeks sedan1:03:58

1:03:58

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. ///// 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 ///// 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 1:31:04

för 43 weeks sedan1:31:04

1:31:04

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. ///// 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 39:48

för 45 weeks sedan39:48

39:48

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. ///// 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. 1:02:24

för 46 weeks sedan1:02:24

1:02:24

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. ///// 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 /////…

Call To Action

för 1 year sedan1:03:24

1:03:24

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. ///// 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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