Love, Hate, Create

Marissa Thomas, CMO of Good Loop, discusses the company's mission to make media more good by focusing on purposeful advertising. Good Loop offers good formats, audience targeting, and measurement to help brands do good and reach audiences in meaningful ways. Marissa shares her love for the industry's reach and the opportunity to communicate better. She also highlights the challenges and misgivings she has, including the industry's focus on self-congratulation and the need for more meaningful conversations and actions. The conversation explores the need for bottom-up change and fresh ideas in the advertising industry, emphasising the importance of giving voice to new perspectives and the value of diversity of thought. The idea of rebalancing back-slapping with a focus on improvement is discussed, along with the suggestion of creating a new awards format to encourage reflection and learning from mistakes.Chapters00:00 Introduction and Overview01:13 Marissa's Background and Good Loop05:41 What Marissa Loves About the Industry08:27 The Power and Reach of Advertising10:27 Realizing the Influence of Marketing12:29 Challenges and Misgivings in Marketing15:21 Practicing What You Preach21:40 The Industry's Focus on Itself27:33 Bottom-up change and fresh ideas29:19 Giving voice to new perspectives31:47 Rebalancing back-slapping and improvement34:13 Creating the 'Who's Done Badly' award36:05 Book recommendation: Brain Surfing37:14 Book recommendation: Mocky Cherry New York Notes40:47 Listening to local radio ads42:18 Favorite campaign: iPod 'A Thousand Songs in Your Pocket'42:51 Advice to 21-year-old self: No one's going to thank you for working at 1AM

In this episode, Greg Hahn, co-founder and CCO of Mischief at No Fixed Address, shares his insights on the advertising industry. He discusses the rapid rise of Mischief and the importance of maintaining a strong culture. Greg emphasizes the need for positivity and gratitude in the industry and the negative impact of excessive competition and pitching. He also highlights the power of creativity in solving interesting problems and the importance of finding your core strength as an agency. Greg's goal is to create a place where people can do the best work of their lives, free from politics and fear. Chapters00:00 Introduction and Background03:28 What Greg Loves08:17 What Greg Hates14:14 Pitching Challenges19:11 Creating Change with Mischief25:24 Advice for Starting an Agency27:42 The Rise of Independent Agencies30:21 Favorite TV Show or Movie31:50 Favorite Recent Campaign32:28 Recommended Books33:34 The Power of Advertising and Propaganda34:11 Advice for a Young Advertising Professional35:27 The Importance of Enjoying the Process36:07 Insights into the World of Mischief

Brad Hiranaga, Chief Brand Officer for Cotopaxi, discusses his transition from CPG brands to the outdoor apparel industry and the importance of purpose-driven marketing. He highlights the role of marketing in shaping company culture and being at the forefront of innovation and consumer trends. Brad emphasizes the need for authentic purpose in marketing and the negative impact of opportunistic brands. He advocates for collaboration and partnerships to create a movement for good. Brad's passion for solving social problems and making a positive impact drives his vision for the future of marketing. Chapters00:00 Introduction 01:21 Transition from CPG Brands to Cotopaxi03:01 Passion for Outdoor and Apparel Brands05:02 Love for Marketing and Brand Management06:03 Marketing's Influence on Company Culture07:33 Marketing at the Intersection of Consumer Need, Technology, and Culture08:33 Marketing's Role in Creating Culture and Solving Social Problems09:55 Evolution of Purpose-Driven Marketing11:26 The Shift to Authentic Purpose and Its Challenges16:15 Different Approaches to Purpose for Different Brands19:06 Collaboration and Partnerships for Purpose-Driven Brands20:31 Opportunistic Brands and Lack of Authentic Purpose28:36 Creating a Movement for Good38:58 Codopaxi at Sundance Film Festival39:40 Discussing the show 'Squid Game'40:54 Recommended Books: 'Good is the New Cool' and 'The Subtle Art of Not Giving a F*ck'43:26 Admiration for Maximum Effort and Ryan Reynolds47:18 Advice to Younger Self: Take More Creative Chances

Michael Sugar, founder of Sugar 23, discusses the intersection of brands and entertainment. He highlights the power of entertainment to move culture and the potential for brands to participate in this space. However, he also acknowledges the challenges brands face in embracing entertainment, such as the need for education and the friction within organizations. Sugar emphasizes the importance of giving CMOs more space and time to innovate and create meaningful connections with audiences. He believes that brands can play a significant role in funding and shaping entertainment, leading to financial returns and brand loyalty.TakeawaysEntertainment has the power to move culture and create meaningful connections with audiences.Brands face challenges in embracing entertainment, including the need for education and overcoming internal friction.CMOs should be given more space and time to innovate and create meaningful connections with audiences.Brands have the opportunity to fund and shape entertainment, leading to financial returns and brand loyalty.Chapters00:00 Introduction to Michael Sugar and Sugar 2304:10 What Michael Sugar Loves About Brands and Entertainment09:08 The Challenges Brands Face in Embracing Entertainment19:28 The Need for Education and Change in the Industry27:05 The Opportunity for Brands to Fund Entertainment35:14 The Change Michael Sugar Would Create in the Industry40:44 Quick Fire Questions

Cindy Gallop, the founder and CEO of Make Love Not Porn, discusses her love for the advertising industry and the brilliance it requires for success. Cindy discusses the challenges and opportunities in the advertising industry, the need for diversity and inclusion, breaking down stereotypes, creating a culture of accountability, and empowering women in the workplace. She also emphasizes the importance of starting your own industry to drive change.Chapters00:00 Introduction to Cindy Gallop02:03 What Cindy Loves about the Industry05:32 The Challenges in the Industry13:08 The Need for Trust in the Industry19:45 The Lack of Diversity in the Industry25:25 Starting Your Own Industry33:03 Creating a New Ad Tech Platform46:08 Advice for Making Change in the Industry00:30 Challenges in the Advertising Industry10:15 The Need for Diversity and Inclusion20:45 Breaking Down Stereotypes30:10 Creating a Culture of Accountability40:20 Empowering Women in the Workplace46:53 Starting Your Own Industry

In this episode, Brent Smart, CMO of Telstra, shares his insights on marketing, advertising, and creativity. He discusses his favourite Christmas ad, the importance of creating the conditions for great ideas, and his experience transforming NRMA Insurance. Brent also shares his thoughts on the challenges of network agencies and the need for a new agency model.TakeawaysCreate a culture that is hard on the work but kind to the people to foster creativity.Focus on the strategic fundamentals and brand positioning to create impactful work.Momentum is crucial for success in marketing and advertising.Network agencies face challenges in adapting to the changing industry landscape.A new agency model that combines the strengths of independent creative agencies and network agencies can lead to better results.Chapters00:00 Introduction and Favorite Christmas Ad04:46 Love: Creating the Conditions for Great Ideas07:25 Transforming NRMA Insurance12:05 Building Momentum and Transforming Brands19:19 Hate: Challenges of Network Agencies30:34 Creating a New Agency Model

Krystle Watler, Head of Creative Agency Partnerships at TikTok, discusses her career and the state of the advertising industry. She shares her love for creative bravery and the joy that TikTok brings to consumers. Krystle also highlights the need for agencies to evolve and embrace new talent pools. She introduces the One Creator Lab program and her goal to create a framework for rethinking agency operations in the era of TikTok.TakeawaysCreative bravery and storytelling are essential in the advertising industry.Agencies need to embrace new talent pools and evolve their operations to stay relevant.TikTok offers a unique platform for creativity and engagement with consumers.The industry should focus on creating culture and participating in the TikTok community.00:00 Introduction and Background05:11 What Krystle Loves about Advertising and Brands22:08 What Krystle Hates about the Industry33:34 Creating a New Talent Pool38:28 Rethinking Agency Operations

In this conversation, Erika Wykes-Sneyd, Global VP and GM of Adidas's Web3 Studio, discusses the convergence of technology and pop culture, the role of Adidas in sports lifestyle culture, and the responsibility of marketers today. She emphasizes the need for long-term objectives and the importance of solving real-world problems. Erica also highlights the waste in marketing and the potential of blockchain and chain technology to create change. She envisions a future where human centricity is prioritized. The conversation explores the negative impact of social media algorithms and the need to bring humanity back into the tech experience. It also discusses the importance of directing marketing dollars away from problematic platforms and creating a consortium of marketers for collaboration. The need for cross-pollination and collaboration is emphasized, along with a rallying cry for change.TakeawaysTechnology is becoming intertwined with every aspect of pop culture, including fashion, music, and beauty.Marketers have a responsibility to define the market and lead organizations into new opportunities.There is a disconnect between CMOs and CEOs in terms of priorities and objectives.The marketing industry needs to address the issue of waste and focus on solving real-world problems.Blockchain and chain technology have the potential to create transparency, incentivize contributions, and solve complex challenges.Human centricity and meaningful relationships are crucial in marketing and problem-solving. Social media algorithms have contributed to divisiveness and negativity in the online world.Marketers have the power to choose which platforms to support and should prioritize those that bring humanity back into the tech experience.Directing marketing dollars away from problematic platforms can help reduce the spread of disinformation and create a nicer online environment.Creating a consortium of marketers would allow for cross-pollination of ideas and collaboration on solving industry-wide challenges.Collaboration and sharing of insights among marketers is essential for driving meaningful change in the industry.Chapters00:00 Introduction and Background01:06 The Convergence of Technology and Pop Culture03:25 Adidas's Role in Sports Lifestyle Culture06:25 Navigating the Stigma of Web3 and Blockchain10:56 The Responsibility of Marketers11:20 The Love for Marketing and Defining the Market14:24 The Disconnect Between CMOs and CEOs17:17 The Need for Long-Term Objectives in Marketing23:25 The Hate for Waste in Marketing25:45 Creating Change and Solving Real Problems29:25 The Potential of Blockchain and Chain Technology42:26 Future Vision and the Importance of Human Centricity43:23 The Impact of Social Media Algorithms44:18 Bringing Humanity Back into the Tech Experience45:21 Directing Marketing Dollars Away from Problematic Platforms46:14 Creating a Consortium of Marketers47:02 The Need for Cross-Pollination and Collaboration47:48 Rallying Cry for Change