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On episode 44 of the B-Side podcast, I catch up with Toby Aldred, the newly appointed Managing Director of Saatchi & Saatchi Australia and Chief Client Officer The Neighbourhood. With close to two decades worth of experience at two of the world's leading ad agencies, Saatchi & Saatchi and M&C Saatchi, in London and Sydney, Toby's insights on the business of creativity are remarkable.
As a long-termer at Saatchi & Saatchi, Toby's track record speaks volumes. From spearheading Effie award-winning brand campaigns to nurturing client relationships, he's at the forefront of creative effectiveness and client success.
Toby and I go behind the scenes on the recent award-winning "Life's Little Moments" campaign for Arnott's, where we explore some of the strategic thinking that went into it, and some of the marketing decisions that led to its success. We jam on commercial creativity, leadership, and all things advertising effectiveness, cricket (which I know very little about), and most importantly why he called his cavoodle 'Kitten'. He shares his passion for collaboration, dedication to his team, maintaining perspective, and a healthy work-life balance.
This episode offers a candid glimpse into Toby's world, showcasing his commitment to driving results and shaping the advertising landscape. His down-to-earth nature, super sharp wit, and insights into the industry make for a wonderfully informative and inspiring listen. So grab yourself a cuppa and an Arnott's biscuit, and enjoy my chat with Toby. Cheers.
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Ever wondered what it takes to lead a cutting-edge post-production studio?
On episode 43 of the B-Side, and the first for 2024, I speak to Will Alexander, the Co-Founder and Executive Producer of Heckler, one of APAC's leading design, VFX, and post-production houses.
Heckler was founded in 2010, with studios in the iconic Paramount Building in Surry Hills, Sydney, and the vibrant TALOK AYER STREET in Singapore. Recognised at all of the world’s top awards shows, like D&AD, Cannes Lions, and Spikes Asia, Heckler's Sydney and Singapore studios house top-notch post-production suites and a team, including some of the best in the business.
Will has almost two decades of experience; he has produced thousands of TVCs, music videos, art installations, live events, activations, and experiential performance pieces. Notably, he was the Executive Producer of the AACTA Award-Winning Animated Film 'A Cautionary Tail,' starring Cate Blanchett.
We discuss his creative philosophy and approach to work, emphasising the importance of "owning the morning." His discipline, resilience, and commitment to empowering his team define not only his personal journey but also the ethos of Heckler.
We chat about all things Heckler and what it takes to lead such a successful production company. We delve into all things visual effects and post-production. And chat about the enduring power of storytelling, adapting to tech shifts, and maintaining a client-centric approach. There’s a healthy dose of hip-hop references, carwash ventures, and some real talk on men’s health, battling depression, and going sober.
Will's journey is a powerful testament to resilience and creativity. He's not just a visionary executive producer and founder; he's deeply passionate about his team and giving back to the community.
This was a cracking episode to kick off the year with; I hope you enjoy it as much as I did. Cheers
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Saknas det avsnitt?
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How does prompt engineering, sports coaching, and driving ROI intersect with media communications?
On episode 42 of The B-side with James Barrow podcast I chat with Jason Tonelli, CEO of Zenith Australia. Jason brings over two decades of profound expertise in media, technology, and advertising to our conversation. His career path weaves through pivotal roles, from driving digital marketing revolutions to steering innovative creative businesses. At the helm of Zenith Australia, Jason champions excellence in media solutions and collaborative ventures across diverse industries.
Beyond his pivotal role at Zenith, Jason is a trailblazer actively shaping the industry landscape through influential board positions, including the Audited Media Association of Australia (AMAA) and the School of Marketing and Advertising at RMIT University. His visionary leadership and forward-thinking strategies underscore his dedication to propelling the media and advertising sectors forward.
Jason shares insights drawn from his extensive experience. Together, we explore pivotal themes reshaping the industry like:
AI and Media Communications: Discover the intriguing blend of AI, prompt engineering, and fostering curiosity within media communications. Jason unravels how these elements converge to reshape problem-solving methodologies and cultivate a culture of continuous learning within media organisations.Zenith's ROI Strategies: Explore the strategies behind Zenith's renowned title as "The ROI Agency." Jason offers insights into the agency's methodologies, consistently delivering tangible returns on investments within the dynamic media landscape.Leadership Coaching and Team Success: Delve into the nuanced parallels between leadership coaching and sports coaching. Jason shares invaluable perspectives on tailored coaching approaches, emphasising their profound impact in amplifying individual skills, fostering cohesive team dynamics, and steering overall success within corporate environments.This was a cracking episode, packed with highly engaging insights, providing fresh perspectives and thought-provoking ideas that redefine success within the landscape of media and advertising. I hope you enjoy it as much as I did. Cheers!
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How can we strike the right balance between business smarts and creative freedom to drive brand success?
In this episode of the b-side, I sit down with Simon Brock, a digitally-native creative and agency leader who's reshaping the advertising world by serving as both the ECD (Executive Creative Director) and Managing Director at Digitas ANZ, effectively bridging the gap between traditional roles.
Since 2016, Simon has been at the helm of Digitas ANZ's creative department, crafting impactful stories and experiences for brands like Arnott’s, EA Games, Pernod Ricard, and Virgin Australia. We delve into a range of compelling topics, including: Balancing creativity and business growth within the unique framework of Simon's dual roles. Leveraging data-driven insights while preserving the emotional and human elements in today's data-rich marketing landscape. Strategies for adapting creative concepts across various channels, capitalising on each platform's strengths. Managing the equilibrium between personalised messaging and user privacy amidst evolving regulations. And he shares his novel 'Sober, Tipsy, Drunk' method of creative development, fostering calculated risk-taking and agile campaign adaptations to changing market conditions.
This episode offers an insightful exploration of marketing technology, digital strategies, and multi-channel creativity. Simon's exceptional perspective as both a creative and business leader makes this conversation truly valuable. I hope you find our discussion as enlightening as I did.
Cheers
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How can creative strategy, curiosity, and courage drive brand success in today's marketing landscape?
In Episode 40 of the B-Side, I speak with Catherine King, Chief Strategy Officer at Leo Burnett Australia. With over two decades of industry experience, Catherine's journey is remarkable. From her Western Sydney roots, influenced by a Taiwanese mother and a Scottish father, to her diverse career spanning journalism, startups, and advertising.
We explore Catherine's fascinating career, from securing VC funding during the dot-com era to advising the World Bank and even trying her hand as a chef. Dive into her deep and diverse insights, and her emphasis on resonating with customers' desires and beliefs, and tapping into emotions and values that truly connect with audiences.
Catherine also discusses balancing complexity and simplicity in advertising and the value of team collaboration in creating memorable campaigns. She highlights the need for strategy to complement creativity, enhancing creative freedom. We discuss how to provide value in advertising by solving customer pain points first. And the importance of believability, product authenticity, and trust for brands to better connect with their audiences.
This episode is a deep dive into the mind and life influences of a remarkable strategic leader. I hope you find it as thought-provoking as I did. Cheers.
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In the weeks ahead, I invite you to revisit some past episodes. Taking this time to reflect allows us to gauge their relevance in today's world.
One of these episodes, from Episode 18 of The B-side, features a captivating conversation with Tyson Yunkaporta—an academic, art critic, researcher, and author from the Apalech Clan in far north Queensland. Tyson delves into indigenous wisdom and knowledge systems as shared in his book "Sand Talk."
While this episode doesn't explicitly address Australia's "Voice to Parliament," it intriguingly offers a unique opportunity to delve into indigenous culture and knowledge systems, shedding light on their lasting significance. It underlines the value of sitting alongside others, truly listening to their stories, and showing respect for differing opinions and thoughts—regardless of whether we agree. At its core, this mindset highlights the idea that every one of us contributes to this narrative, thus enriching its tapestry.
As Australians continue to engage in ongoing discussions that will inevitably shape our culture and collective future, some may find this episode to be a thought-provoking reminder of the depth of indigenous wisdom. By drawing from indigenous perspectives, we may contribute to a more comprehensive understanding of the diverse range of viewpoints that exist.
Join me in rediscovering the treasures within Tyson's book "Sand Talk" and gain new insights and respect for diverse perspectives.
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How can we craft connected customer experiences in an increasingly fragmented media landscape?
In episode 38 of the B-side, I had the privilege of speaking with Patrick Rowe, CEO of Saatchi and Saatchi Australia.
Patrick is a creative agency leader with a proven track record of building high-performance agencies that deliver impactful, award-winning work. With over 20 years as a senior member of the Publicis Groupe team, working across Sydney and Melbourne with a wealth of expertise in retail, government, automotive, and financial services, Patrick's insights are invaluable.
He shares details of his mission and his vision for leading Saatchi and Saatchi into new areas of opportunity and growth, as well as his leadership philosophy. Patrick discusses how the agency is helping brands optimise their marketing strategies across traditional and digital platforms, creating cohesive connected customer ecosystems. We also explore how advertising agencies can enhance the complete customer experience.
And Patrick discusses the key ingredients for a successful client and agency partnership while unpacking the details of the client growth loop.
This was a truly thought-provoking conversation. Patrick's deeply caring style of leadership, rock-solid strategic mindset, and down-to-earth approach is truly inspiring. I hope you enjoy the interview as much as I did. Cheers!
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How can we use creativity to drive sustainability action on a global scale?
On the latest episode of The B-Side with James Barrow - the first for 2023, I had the pleasure of chatting with Mike Spirkovski, the former chief creative officer of Saatchi & Saatchi Australia. He is now the co-founder of Rethink Everything, a creative company that solves complex business problems by integrating creativity and imagination to create positive and sustainable change.
Mike shares his experience in the advertising industry, where he developed a passion for creating impactful ideas for good. He discusses how this led him to double down on this journey to co-found Rethink Everything, which provides him access to experts from various fields, such as environmental science, sustainability, marketing, public relations, and politics, allowing him to extend his reach beyond traditional agencies.
He explains the Rethink Everything business model and how he is partnering with brands to tackle some of society's most significant challenges. Like Citizens of the Great Barrier Reef, spearheading the Great Reef Census campaign, a groundbreaking global citizen science effort to survey and protect the largest reef system in the world.
We discuss how organisations can integrate sustainability initiatives into their brand purpose rather than keeping them as part of a separate ESG strategy. And we jam on purpose-driven marketing, measuring the success of sustainability campaigns, the perils of greenwashing, and the need for brands to be authentic in their actions and marketing communications.
Mike and the Rethink Everything are committed to making a difference and creating unprecedented, wide-reaching impact. It was a fascinating and inspiring conversation and I hope you enjoy it as much as I did. Cheers!
You can find Mike here: linkedin.com/in/mike-spirkovski-6087a113
Learn more about Rethink Everything here: http://rethinkeverything.au/
Take part in the Great Reef Census here: https://greatreefcensus.org/
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Get ready for a knock-out episode of the B-side! On episode 36, we're sitting down with Australian boxing legend Nader Hamdan. Once ranked No.2 in the world behind Oscar De La Hoya in 2003, Nader has fought some of the biggest names in the sport, including Anthony Mundine, Arthur Abraham, Sam Soliman, and John Wayne Parr.
But Nader's not just a one-trick pony, he's also thrown his gloves into the entertainment ring, appearing on hit shows like The Contender, East West, Mr Inbetween, The Ropes, Heartbreak High, and Underbelly.
In this episode, Nader opens up about his incredible journey from a bullied child growing up in the diverse and working-class suburb of Marrickville, to becoming an out-of-control teenager, to finding his passion for fighting at the Newtown Police boys club, where he met trainer and fellow Marrickville legend, world champion boxer Jeff Fenech.
Nader shares the details of his toughest fight, the drive that kept him on his feet through serious injuries, and how he earned the nickname 'Lionheart'. He also talks about what happens behind the scenes of a fight promotion, the rules of trash talk, and how he caught the attention of some of the world's best boxers.
Nader also talks about his son Hassan Hamdan, who is following in his father's footsteps and is being coached by Jeff Fenech himself. He talks about how proud he is of his son's progress in the boxing scene and the joy of passing on his knowledge and experience to the next generation.
But the real heart of this episode is Nader's powerful message of discipline, respect, and self-belief and his mission to help bring direction to troubled youth.
Don't miss this cracking episode of the B-side. Nader is a true champion and a beautiful soul, and I know you'll enjoy it as much as I did. Cheers!
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Get ready to jam out to some big ideas on episode 35 of the B-side! We're hanging out with Rob Campbell, Chief Strategy Officer of Colenso BBDO NZ, Aotearoa.
Rob is a creative badass - an ex-rockstar turned ad guru who knows that pushing boundaries and tapping into the power of culture, creativity, and chaos is essential for creating effective and impactful advertising campaigns. He's worked with some of the biggest brands on the planet, including Nike, Spotify, Virgin, and even Metallica, at agencies like Wieden+Kennedy and R/GA. Now, he's leading the charge at Colenso BBDO, one of the most award-winning agencies out there.
In this episode, Rob talks about his new book Dream Small, where a crew of planners and a photographer hit the road to capture how young people really see their lives and future, unfiltered. The project uncovered some uncomfortable truths that challenge the idea of New Zealand being a utopia of progress and harmony.
He spills the beans on his unique creative approach, strategic methods, and how fostering a culture where people feel free to take risks, create chaos, and make killer work is essential. He stresses the importance of diverse perspectives, why brands should have a point of view, not just a proposition, and how to connect with culture instead of just observing it.
This episode ain't for the faint of heart, but it's jam-packed with fresh, unapologetic ideas and opinions that will shake up your advertising and marketing game. Rob is a true gentleman and I had a blast chatting with him. Cheers!
P.S: Sorry about the audio quality, I had a few tech issues.
You can find Rob here: https://www.colensobbdo.co.nz
Or reach out to him on LinkedIn: https://www.linkedin.com/in/rob-campbell-723593/
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Can robots really be creative?
In episode 34 of the B-side, I speak to Richard Savery, a developer of artificial intelligence and robotics, who is trying to find answers to this question and many more through music and creativity.
He is a Research Fellow at Macquarie University, developing new robotic musicians, like Shimon, a freestyle rapping, singing, jazz improvising, and marimba playing robot. He completed a PhD in Music Technology (minor in Human-Computer Interaction), at the Georgia Institute of Technology, graduating in 2021.
Richard’s work has received widespread media attention, including a Guinness World Record for ‘First robot to participate in a rap battle’, articles in Scientific American, BBC Radio, and The World According to Jeff Goldblum.
He has authored hundreds of papers, some of which I refer to on the show; he’s composed and orchestrated many video games, films and ads, including Fast Four featuring Roger Federer and worked for 15 years as a professional saxophonist, clarinettist and flutist.
We discuss his research, and the science behind creativity in robotics and AI. How robotic musicians don’t just work for us, but with us as collaborators, like equal members of a band adding their own unique style of creative spontaneously.
I learn about the difference between mechanomorhphic and anthropomorphic robotic design principles. And ask if the robot music industry will put human creatives out of a job. Thankfully, according to Richard, it's more likely that the future will see robots working alongside us to create better work, not replace us, anytime soon.
This was an incredibly thought-provoking and super exciting chat on the convergence of robotics, AI, and creativity. I hope you enjoy it as much as I did.
You can find Richard Savery and learn more about his awesome work here: https://richardsavery.com/about
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Why aren’t there more creative voices in politics and what will it take to shake up the status quo?
Episode 33 of the B-side is an Australian federal election edition featuring Jane Caro. An Award winning Australian columnist, author, novelist, broadcaster, documentary maker, feminist, social commentator, and advertising luminary who’s running for a seat in the senate representing the Reason party.
Jane pulls absolutely no punches as we discuss what the Reason party stands for, their principles on climate change, women's rights and equality for all, the erosion of public education, and the need for change towards a rational, honest, and transparent government.
I have interviewed people from all sides of the political spectrum, and what I do believe is that competition and creative friction creates better outcomes. I believe healthy competition is good for everyone.
Regardless of your political persuasion Jane Caro delivers a timely and powerful pitch for us to vote for healthy change.So I hope to see you at the local polling booth this weekend and if you mention the B-side I’ll even shout you a democracy sausage.
You can find out more about Jane Caro and Support the Reason Party here: https://www.janecaro4reason.com.au
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How can we be better listeners, and what's the difference between active and deep listening?
On episode 32 of The B-side, I speak to Oscar Trimboli, a global expert on listening, author, host of the Apple award-winning podcast Deep Listening and a sought-after keynote speaker. He is a marketing and technology industry veteran, having worked for Microsoft, PeopleSoft, Polycom, and Vodafone. He consults for American Express, AstraZeneca, Google, PwC, and Salesforce, and he's on a mission to create 100 Million deep listeners worldwide.
Oscar has interviewed hundreds of the most diverse workplace listeners, including Air traffic controllers, hostage negotiators, spies, and foreign language interpreters, as part of research into world-class listeners and the barriers to effective listening.
Throughout the episode, he role models deep listening and explains how we can all be more effective listeners, unlocking greater value from our interactions and reducing the costs associated with poor listening. He describes the neuroscience of listening, the five levels of listening, and how we can listen beyond the words being said to determine what the speaker is really trying to communicate.
Oscar's refreshingly honest, pragmatic, guru-like approach and delivery is graceful, light-hearted, yet powerful and insightful. I hope you enjoy listening to the episode as much as I did.
You can connect with Oscar here: https://www.oscartrimboli.com
And take the Listening Quiz here: https://www.oscartrimboli.com/listeningquiz/Hosted on Acast. See acast.com/privacy for more information.
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Can graffiti writing and hip-hop be used as a force for good?
On Episode 31 of the B-side, I speak to Matthew Peet, aka Mistery, one of Australia's most long-standing, influential, and prolific graffiti writers and a pioneer of hip-hop culture down under.
Matt has been spraying walls, striking B-boy stances, spitting knowledge, and spreading the good word since the 80s. His work can be seen throughout Sydney (with many pieces covering walls in my old stomping ground of Petersham) and across the world, from the UK, France, Belgium, USA, Germany and New Zealand. And he's been commissioned by Coca Cola, Sydney Theatre Company, the Roads and Traffic Authority (RTA) and MAD Magazine, along with doing hundreds of pieces for many private and community-based organisations.
Mistery discusses growing up in the multicultural melting pot of Sydney's southwest and inner west in the '80s and how hip-hop brought people from all backgrounds together. And how he moved away from a destructive path of gangs and spraying walls illegally to a more positive one, using graffiti and other elements of hip-hop culture as a means of creative development and expression. Rather than defiance of authority.
He shares how this journey led him to find faith and become a Christian Minister. And then an educator with The Street University, using his artistic skills to work with youth and help them find a positive outlet for their creativity.
We jam on the difference between street artists and graffiti writers and the nuances between the various styles. Matthew shares his creative process, his approach to writing at scale, and how he comes up with his ideas. And we draw parallels between graffiti art and brand advertising. Where frequency, reach, context, novel uses of media, and a deep understanding your audience is crucial if you want your brand to be seen and noted.
Matthew Peet's work and energy have inspired me since I was a kid. I find his art, passion for hip-hop culture, and dedication to his community as inspiring today as ever. I hope you enjoy the episode as much as I did in recording it.You can see more of Matthew's work here: https://piecesofmistery.com
Gain some creative direction and knowledge at The Street University: https://streetuni.com.au
Or connect through a shared passion for hip-hop and faith at Krosswerdz: https://krosswerdz.comHosted on Acast. See acast.com/privacy for more information.
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What does innovation in the retail space look like? And how can we develop more impactful customer experiences?
Hello and welcome to episode 30 of the B-side and our first episode for 2022. I'm kicking off the year with an awesome chat with Matt Newell, CEO and founder of The General store.
Matt's journey started out with a degree in music and dreams of making it on the big stage. But with the advice of his dad he caught the agency bug, found a new passion, and built a career as a strategist in the advertising industry. Before founding his own agency, The General Store, in 2012, which has quickly become one of Australia's leading agencies dedicated to retail strategy and innovation.
Matt talks about how he sets his agency apart from others, by focusing first on outcomes and delivering impact, as opposed to the outputs. And in creating genuine, informal client relationships. Where he and his team are seen as trusted partners, not just order takers. He picks my brains on what makes for an excellent agency-client relationship, given I’ve worked on both sides of the fence.
He discusses the differences between online and bricks and mortar retail strategies. The two types of shopping experiences. What retail innovation is and what the future of retail looks like, it's not all Apple stores and Amazon guys.
We reflect on the rising power of retail brands, with their ownership of rich audience insights and control over vast retail ecosystems. And we cover the challenges faced by the retail sector, tackling some tough questions like why delivery is outsourced to third parties. Why customers should carry the burden of trust with an online purchase. And how can we improve the online transaction model to benefit both the vendor and the customer.
And he shares his leadership philosophy, centred on developing positive environments where optimistic people can thrive and where creativity and innovation emerge organically.
This was such an insightful and refreshing chat and a cracking episode to kick the year off with. I thoroughly enjoyed hearing Matt's thoughts on retail marketing, customer experiences, innovation and strategy, and I know you will too. Cheers.
You can find Matt Newell and learn more about The General Store here: https://www.thegstore.com.auHosted on Acast. See acast.com/privacy for more information.
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Some scientists believe water is conducive to creativity. I test this theory on Episode 29 of the B-side by jumping onto a boat and heading out into unscripted waters with award-winning Australian Photographer Ali Nasseri and Chief Marketing Officer Sophie Paulin.
Ali is a qualified lawyer who ditched the courtroom for a camera to become a commercial photographer working with some of the world's leading advertising networks and design agencies. He is behind the highly regarded 'Bondi Republic', a photographic book celebrating Australia's most iconic suburb.
Sophie is the CMO of Ordermentum, an ordering, payments, and insights platform for the food and beverage industry. A strategic and passionate marketing and digital specialist, having worked across a diverse portfolio of clients, companies, and digital disciplines, who is now shaking things up in the hospitality tech sector.
Ali, Sophie and I discuss how Covid-19 impacted their respective sectors and share some of the reasons to be optimistic about 2022. We reflect on the maturity of the internet and the increasing adoption of tech in a more globally-connected, locally-engaged world.
We jam on the basics of blockchain, how NFT's could increase the value of digitally created content, and the resurgence of analogue film in cinema. Then we get into a freestyle flow-state on the very nature of ideas, whether religion just needs an update, and the mysteries of the metaverse. And just for shits and gigs we clumsily cover everything from quantum computing to cryptos; politics to single-shot photography too.
This was such a fun episode to record, and on a boat in the middle of Sydney Harbour, no less. After close to two years of zoom sessions due to lock-down restrictions, a return to actual, in-person recordings was an absolute delight. Sophie and Ali are amazingly positive spirits filled with optimism and raw creative energy, and they're absolutely hilarious. I hope you have as much fun listening to the episode as I did recording it.
You can find Ali Nasseri here: http://www.alinasseri.com
And Sophie Paulin here: https://au.linkedin.com/in/sophiepaulin
And a special thank you must go to the captain of the ship CEO of The General Store, Matt Newell, for making such an incredible day happen.Hosted on Acast. See acast.com/privacy for more information.
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What does it take to lead the merger of two agency brands into one culturally aligned and growing business force that has quickly become one of Australia's leading media agencies?
On Episode 28 of the B-side, I speak to Imogen Hewitt, CEO of Spark Foundry Australia, one of the world's leading media agencies and part of the Publicis network.
Imogen has spent the last 20 years learning and honing her strategic leadership skills in full service, media, and creative agencies both in Australia and South-East Asia. A true marketing powerhouse, she was listed on Campaign Asia's 2017 and 2020 'Women to Watch list, and has been recognised on B&T's Women in Media Power List every year since 2017.
Imogen chats about growing up in a working-class family in Balmain and how her fortunes changed after winning a 25k scratchy ticket that helped put her through private school and sparked her passion for working in the advertising industry.
She talks about building a career working in creative and media agencies and how this experience fostered her ability to think across disciplines and channels—giving her a hybrid strategic point of view. And how she has applied this strategic lens to the challenges faced as a new CEO, like combining two agencies with their own cultures, improving team morale, and turning around the business with a string of new business wins throughout Covid-19.
We discuss why there aren't more strategists and creatives in CEO roles leading creative and media agencies. Why marketers aren't better at marketing themselves, and how she is carving out a unique point of difference for Spark through their guiding strategic pillars of people, product, and positioning.
We jam on what makes for a successful client-agency relationship. Why creative and media agencies can work better together. And the importance of having a deep understanding of our customers, the context they're in, and the value they derive from marketing interactions in order to create truly successful campaigns.
It was so refreshing to hear her no-nonsense views on strategy, the industry, leadership, and what it takes to run a media agency during these challenging times. I thoroughly enjoyed this chat, and I am sure you will too.You can find Imogen here: linkedin.com/in/imogen-hewitt-bb27031
Learn more about Spark Foundry here: https://www.sparkfoundryww.comHosted on Acast. See acast.com/privacy for more information.
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How do you create a brand that could outlast you?
On episode 27 of the B-side, I speak to Joe Carter, Co-Founder of The Ironclad Pan Company - the only cast iron cookware made in Aotearoa, New Zealand, with a Three Generation Guarantee.
Before dedicating 100% of his efforts to Ironclad, Joe worked in a variety of roles at some of the worlds most creative publishers and ad agencies like Contagious and Colenso BBDO.
He chats about his time at Colenso BBDO as Partnerships Director, when the agency won Creative Agency of the Decade, and an unfathomable number of awards for work like the mobile app Kupu, for New Zealand telecommunications firm Spark. Which helps people learn to speak Te Reo Māori, the official language of the indigenous people of New Zealand.
And we jam on how to build meaningful brands and his mission to demonstrate that companies like his own can be both sustainable and profitable.
We discuss the Ironclad Pan marketing and growth strategy, the focus he has on understanding his customers and adding value to their experience that goes far beyond the pan itself. And balancing the short and long term objectives of the company, which offers a 100-year guarantee on their pans.
Joe is an incredibly focussed and considered marketer, dedicated to creating one of the most enduring, responsible brands on the planet.
He’s a super-smart, super nice guy, and I really enjoyed chatting to him, I know you will too.
Cheers
You can find Joe here: https://www.linkedin.com/in/joecarternz/
And purchase an Ironclad Pan here: https://www.ironcladpan.comHosted on Acast. See acast.com/privacy for more information.
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“We have two ears, two eyes, and one mouth, and we should use them in that ratio” is a quote attributed to Greek philosopher Epictetus.
On episode 26 of the B-side I speak to a man who epitomises that saying, in Simon Lister, an internationally recognised photographer and highly awarded audio engineer based in Sydney, Australia.
Simon is the co-founder and executive creative director of Squeak E. Clean studios, a music and sound company with offices in New York, Chicago, Los Angeles, Melbourne and Sydney. And is the global brand photographer and film director for UNICEF.
We chat about his great passion for photography and how he’s spent the last 13 years capturing breathtaking photographs and film of some of the most fascinating places on earth, like India, Morocco, Myanmar, PNG, and Thailand. Bangladesh, Mozambique, Tanzania, Laos, Mongolia, Mexico, Kyrgyzstan, and Ethiopia, to name a few. And doing it on his motorbike, so he can go off the beaten track to access areas, experiences and cultures not often seen by travellers.
He discusses the work he’s done for UNICEF as the global brand photographer and as the director of their international brand campaign launch commercial. Which features the voices of Liam Neeson, Shakira, and Queen Rania of Jordan.
Simon talks about how this powerfully emotive work for UNICEF led to being featured in the Netflix and Canon documentary series ‘Tales by Light’. Where he shares the stories of child workers in Bangladesh and Bolivia, living in some of the worlds harshest environments.
Then we switch gears to jam on sound design, commercial music and the importance of sonic branding. And how marketers are missing a trick if they’re not thinking about audio as an equally important tool for building brands and long term awareness.
Simon is an incredibly humble yet inspiring guy. Quietly shaping the future of commercial audio whilst being committed to creating awareness of the horrendous living conditions affecting the world’s most underrepresented communities.
By listening, looking deep into people’s eyes and sharing their stories, he’s helping to make a global impact and change their lives for the better.
I thoroughly enjoyed this chat, and I know you will too. Cheers.
You can find Simon Lister here:
https://www.squeakeclean.com/
See his photography here: http://www.simonlisterphotography.com/
And watch the Netflix ‘Tales by Light’ trailer here: https://youtu.be/Oc9Y59kzshgHosted on Acast. See acast.com/privacy for more information.
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What are the challenges faced by creative leaders in this volatile post-covid 19 world? And what really goes on in the C-suite of an ad agency?
In Episode 25 of the B-side, I speak to Mike Spirkovski – affectionately known as 'Spirko' – Chief Creative Officer of Saatchi & Saatchi Australia. He sits on the Saatchi & Saatchi Worldwide Creative Board and the Worldwide Toyota Creative Leadership Team.
Mike's career spans 20 years in the industry, where he has led some of the top Agencies in Australia like Clemenger BBDO, Droga5 and Leo Burnett, and founded his own creative company, Cassius Clay.
He speaks frankly about his very humble beginnings growing up in Cabramatta in Western Sydney and working in factories as a teenager. But with an inquisitive mind, a hard work ethic, and a desire to make a difference, he went from making cardboard cereal boxes, to creating campaigns for some of the worlds biggest brands, whilst scaling the advertising industry's heights to become a CCO.
Mike chats about the challenges he's faced leading a team remotely during covid-19, the value of human interactions and the importance of communication in the creative process.
He shared insights into the quality and purpose of the work his agency has produced during lockdown. And the successes his clients have seen as a result of it domestically.And he provides a behind-the-scenes look into the life of a Chief Creative Officer and what it takes to steer the creative direction of one of the world's most famous ad agency brands in Australia.
Spirko is an inspiring and incredibly charismatic guy and someone I have tremendous respect for. If you're looking to move into a creative leadership position, I recommend listening to this episode. It's a rare thing to hear such a frank and honest account of what it takes to lead a major creative agency. I hope you enjoy it as much as I did. Cheers.
You can find Mike here: https://www.saatchi.com.au/mike-spirkovski/
And connect with him on Linkedin here: https://www.linkedin.com/in/mike-spirkovski-6087a113/?originalSubdomain=au
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- Visa fler
