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 [https://www.linkedin.com/in/joliving/].

/////
 
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 [https://www.amazon.co.uk/Thinking-Bets-Making-Smarter-Decisions/dp/B078SFLXSX/ref=sr_1_1?crid=1P5GOSPLY51A4&dib=eyJ2IjoiMSJ9.9ha1IdV1YRlAzSNsI1kasC0q66FH9wwOrqKq58hK2IGz4lGT8xYkx9JoyyGjhrFwJPabqAUGdIaGxxqOhfWEK6Cvw2INsyABIL6LPzi6shCgqAMw2zg11mOTzh78N-fjM_rdBkUsx9JfFi1lzOs9UESI_n1gE_kYNnXqdGLiFjXzLW4B9-d547yPhT3ukjpU.hKkqJfTKKdO4LxcTAwvHEbocpdvfeWcpoAw5VMgdpto&dib_tag=se&keywords=thinking+in+bets+annie+duke&qid=1750239796&sprefix=thinking+in+bets+annie+duke%2Caps%2C69&sr=8-1] by Annie Duke

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

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 [https://www.linkedin.com/in/karen-dobres-07a54b176/].

/////

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 [https://www.amazon.co.uk/Room-Ones-Penguin-Modern-Classics/dp/0241436281/ref=sr_1_3_sspa?crid=5EMKN2OFJT00&dib=eyJ2IjoiMSJ9.93toNcnJU8LlVeCNd0SSugS1PjBjHrIJRsuoMcjLf-] by Virginia Woolf
Why Men Win at Work [https://www.amazon.co.uk/Why-Men-Win-Work-Inequality/dp/1910022497/ref=sr_1_1?crid=3KQU5TERGTOMO&dib=eyJ2IjoiMSJ9.EeEXC0z1cwIfFF7vTCjHWRD1Hv_lRYu-rk8GRiKO2GHKzi4QjCZWMwPLMzo6QhE-] by Jill Whitty Collins

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

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 [https://www.linkedin.com/in/howardibach/]. 

/////
 
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 [https://www.amazon.co.uk/Chew-Your-Mind-Open-Advertising/dp/0578917920/ref=sr_1_2?crid=24E2RW838TPU3&dib=eyJ2IjoiMSJ9.4iR2zlrPjNFDbWfX8H7E9ZueQA04P5u2rPi6EAYIUfG_rjPOVr1C4xkV-PdXs4Yb1C2P9IvxV0IrToh71PLkh_Juw4851rKMD01LPvgjBjSP5iWHZgNTrLQ8270gosi5An1a-eAN1rb8lKaW5Kojyz9lK8V0TJBvi_4NrVIs7K1ZF_AsPYYyveMK10mvtfm4spDQpOpcgajDPsAHWWDyr3LSxpHGtA74VrJj_nP0wQo.J0xHEkXMBpDMYbPD2-vOAnXq1e40sgZLwixcfqcnY90&dib_tag=se&keywords=cameron+day&qid=1746001011&sprefix=camera+day%2Caps%2C73&sr=8-2] by Cameron Day
Spittin' Chiclets [https://www.amazon.co.uk/Spittin-Chiclets-Advertising-Survival-MANAGING-ebook/dp/B0B8LN9PW3/ref=sr_1_3?crid=24E2RW838TPU3&dib=eyJ2IjoiMSJ9.4iR2zlrPjNFDbWfX8H7E9ZueQA04P5u2rPi6EAYIUfG_rjPOVr1C4xkV-PdXs4Yb1C2P9IvxV0IrToh71PLkh_Juw4851rKMD01LPvgjBjSP5iWHZgNTrLQ8270gosi5An1a-eAN1rb8lKaW5Kojyz9lK8V0TJBvi_4NrVIs7K1ZF_AsPYYyveMK10mvtfm4spDQpOpcgajDPsAHWWDyr3LSxpHGtA74VrJj_nP0wQo.J0xHEkXMBpDMYbPD2-vOAnXq1e40sgZLwixcfqcnY90&dib_tag=se&keywords=cameron+day&qid=1746001011&sprefix=camera+day%2Caps%2C73&sr=8-3] by Cameron Day
Stones & Sticks [https://www.amazon.co.uk/Stones-Sticks-Advertising-Survival-Altitudes-ebook/dp/B0DBRVB8D3/ref=sr_1_1?crid=24E2RW838TPU3&dib=eyJ2IjoiMSJ9.4iR2zlrPjNFDbWfX8H7E9ZueQA04P5u2rPi6EAYIUfG_rjPOVr1C4xkV-PdXs4Yb1C2P9IvxV0IrToh71PLkh_Juw4851rKMD01LPvgjBjSP5iWHZgNTrLQ8270gosi5An1a-eAN1rb8lKaW5Kojyz9lK8V0TJBvi_4NrVIs7K1ZF_AsPYYyveMK10mvtfm4spDQpOpcgajDPsAHWWDyr3LSxpHGtA74VrJj_nP0wQo.J0xHEkXMBpDMYbPD2-vOAnXq1e40sgZLwixcfqcnY90&dib_tag=se&keywords=cameron+day&qid=1746001011&sprefix=camera+day%2Caps%2C73&sr=8-1] by Cameron Day

 /////



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

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 [https://www.linkedin.com/in/adamferrier/?originalSubdomain=au]

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 [https://www.amazon.co.uk/Stop-Listening-Your-Customer-Ferrier/dp/0730370577/ref=tmm_pap_swatch_0] by Adam Ferrier:
The Advertising Effect: How to Change Behaviour [https://www.amazon.co.uk/Advertising-Effect-How-Change-Behaviour/dp/0195593928/ref=sr_1_1?crid=3RFGC9BB730HA&dib=eyJ2IjoiMSJ9.my2-AVIWxwIGbhBMhQ2_MQ.3WO3Vk5otnfJp0A3OO-fFGnMC0y9TTrm1u7c23-ultA&dib_tag=se] by Adam Ferrier: 
Love's Executioner and Other Tales of Psychotherapy [https://www.amazon.co.uk/Loves-Executioner-Irvin-D-Yalom-ebook/dp/B00AG8HJ4G?ref_=ast_author_dp&dib=eyJ2IjoiMSJ9.lGFoZLlyGsRSmsZahbA8GyeQ54JZMYPW9rO7g3xphv5_XP8Y_ZS53SKdS6--vctzuT5E2gdF0K6VUPYDkcZi8XA4qHutOG_] by Irvin Yalom: 
Existential Psychotherapy [https://www.amazon.co.uk/dp/0465021476?ref_=ast_author_ofdp] by Irvin Yalom: 
Here and Now: Tales from the Heart [https://www.amazon.co.uk/Hour-Heart-Irvin-Yalom/dp/0349436711/ref=tmm_hrd_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.LE15E9KWzYI371gAr6WKGg.1Wfp7bBuIVjH4IDxzrln9ChvfZEZgs2kAIKM7JT6iw0&qid=1744626829&sr=8-1]  by Irvin Yalom: 

/////

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

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 [https://www.linkedin.com/in/shane-stewart1/] and Instagram [https://www.instagram.com/officialshane/]
Step by Steppers Run Club [https://www.instagram.com/stepbysteppers/]

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 [https://www.amazon.co.uk/Chimp-Paradox-Management-Programme-Confidence/dp/009193558X] - Prof Steve Peters

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160: Shane Stewart on how to build brands with fizz

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. [https://www.linkedin.com/in/alex-m-h-smith-26182816/]

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 [https://www.amazon.co.uk/Zero-One-Notes-Start-Future/dp/0753555204/ref=asc_df_0753555204]by Peter Thiel
Incerto Series [https://www.amazon.co.uk/Incerto-Fooled-Randomness-Procrustes-Antifragile/dp/059324365X/ref=asc_df_059324365X] by Nassim Taleb
Elon Musk [https://www.amazon.co.uk/Elon-Musk-Walter-Isaacson/dp/139852753X/ref=asc_df_139852753X] by Walter Isaacson 
Steve Jobs [https://www.amazon.co.uk/Steve-Jobs-Exclusive-Walter-Isaacson-ebook/dp/B005J3IEZQ] by Walter Isaacson 
The Matter with Things [https://www.amazon.co.uk/Matter-Things-Brains-Delusions-Unmaking/dp/1914568060]by Ian McGilchrist

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

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 Patrick on LinkedIn [https://www.linkedin.com/in/pauldervan/].

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 [https://www.amazon.co.uk/Ogilvy-Advertising-David/dp/1853756156/ref=asc_df_1853756156] – David Ogilvy
The Anatomy of Humbug [https://www.amazon.co.uk/Anatomy-Humbug-Think-Differently-Advertising/dp/1784621927/ref=asc_df_1784621927] – Paul Feldwick
Decoded: The Science Behind Why We Buy [https://www.amazon.co.uk/Decoded-Science-Behind-Why-Buy/dp/1119673089/ref=asc_df_1119673089] – Phil Barden

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

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 [https://www.hachette.co.uk/titles/anna-carey/our-song/9781399742399/]. 

/////

Follow Patrick on X [https://x.com/patrickfreyne1] and Bluesky [https://bsky.app/profile/patrickfreyne.bsky.social]

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 [https://www.amazon.co.uk/My-Fourth-Time-Drowned-Shortlisted/dp/0008445575] – Sally Hayden 
Commonwealth [https://www.amazon.co.uk/Commonwealth-Ann-Patchett/dp/1408880369/] – Anne Patchett
A Visit from Lagoon Squad [https://www.amazon.co.uk/Visit-Goon-Squad-Jennifer-Egan/dp/1780330960] – Jennifer Egan

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

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 [https://www.linkedin.com/in/tomfishburne/].
Tom Fishburne's website here.
[https://tomfishburne.com/]The Marketoonist website here.
[https://marketoonist.com/]
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 [https://amzn.eu/d/izK0bWv] – Gordon MacKenzie 
School is Hell [https://amzn.eu/d/fW5soAV] – Matt Groening 

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

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 [https://www.linkedin.com/company/gusgusgus/]
Visit their website here.
[https://gus.biz/]
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 [https://www.amazon.co.uk/Tomorrow-smash-hit-Sunday-Times-bestseller/dp/152911554X] by Gabrielle Zevin
The Artists Way [https://www.amazon.co.uk/Artists-Way-Spiritual-Higher-Creativity/dp/1788164296] by Julia Cameron
Essentialism [https://www.amazon.co.uk/Essentialism-Disciplined-Pursuit-Greg-McKeown/dp/0753555166]by Greg McKeown 

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

The go-to podcast for anyone trying to make sense of the world of Marketing, Advertising 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 5 CHARTS | US TOP 200 CHARTS | RELEASED FORTNIGHTLY

Giles

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