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THE FUEL PODCAST – PETER SOUTER: A WAY WITH WORDS

Words have impact. Words have meaning. In your advertising, in your PR copy, in your emails, in your social media.

And here to explain his fascination with words is one of the advertising industry’s most famous creative directors, copywriter and agency leader and mentor, Peter Souter.

We caught up him in his last 2 months as TBWA London’s Chairman and CCO – before he retires to enjoy his days using the written word to create entertainment – and this show is full of words of wisdom accumulated over his stellar career.

Starting his career at Delaney Fletcher Delaney in the mid-80s, Souter joined AMV BBDO in 1991, quickly climbing the ranks to replace David Abbott – a creative mind Souter says he grew up “devoted” to – and becoming executive creative director in 1997. After 17 years he took four years out to follow his passion for screenwriting, returning to adland in 2012.

He’s also about to embark on an exciting new venture with comedy screenwriter Richard Curtis. We hear all about that and Peter passes on his learnings from a prolific 40-year career in advertising.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – KEVIN TAYLOR: THE SUBTLE ART OF NEGOTIATION

Lawman Kevin Taylor once had to negotiate for his own life with a shotgun shoved in his face. He’s also had to negotiate for other people’s lives too, because he’s been at the sharp end of hostage negotiation for decades.

These days, he prefers the cut and thrust of boardroom to the perils of policing but the skills translate to the business and sports worlds, where he’s paid to help parties achieve a win.

Negotiation is one of the foundations of the new business world but most of us have no training in the art – we just make it up as we go along.

And without knowing how to get the best deal for you and your prospect, you’re always turning up to a gunfight with a banana.

Spend the next hour and a bit listening to one of the UK’s best negotiators, spreading the wisdom about the subtle art of negotiation.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – PAUL PHILLIPS – AAR: HOW TO AVOID COMING A CLOSE 2ND

Paul Phillips is the Managing Director of AAR – the Advertising Agency Register, where magical matches are made – and he’s seen it all.

Failure, success and everything in between that is the battlefield of agency life.

In this show, he shares his observations from the last 25 years of agency pitches and presentations, what to do, what not to do and how to make sure that you and your agency is putting itself forward for business you can win and that your brand is hunting for the right kind of agency for your brief.

If you’re a CMO or brand custodian and thinking of appointing a creative agency, or you run an agency and are looking for new business, then this is all you need to know.

In this show, we discuss:

What makes a great advertising agency

Justifying marketing budgets

How to be pitch perfect

The art of pitch editing

Relationship longevity

The definition of ‘Shower time’

The importance of strategy

Show notes

Advertising Agency Register (AAR) web site here: www.aargroup.co.uk

Paul Phillips’ LinkedIn profile: https://www.linkedin.com/in/paulbphillips/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – ROB MAYHEW: THE KING OF AGENCY COMEDY

If you don’t know who Rob Mayhew is, you need to.

He’s a rare breed of marketing and sales genius, twinned with comedy and acting skills that have taken the world of TikTok by storm.

His Award winning, lo-fi, short sketches about agency office life have gained a huge following, from people in the world of marketing, PR and advertising and those outside of it.

Rob has cornered the market with his hilarious, touching, accurate depictions of such trivial things as the stresses of working late, your first day in a new job, the agency summer party, technical failures at a pitch meeting and he’s produced literally thousands of them, gaining over 3 million views on TikTok and attracting over 7000 followers on LinkedIn –  and he’s only just started!

In this show, Rob delivers a masterclass in how to conquer TikTok, how to use comedy to grow an audience, and the role that humor plays in winning new business.

Using comedy for internal comms

Breaking down diversity issues

How the TikTok algorithm works

How to laugh customers into the funnel

How to remember big ideas

Why the American comedy scene is the best in the world

Keith & Rob design a line of sweaters in the show

Big props to:

Fleishman Hillard

Rowing Blazer sweaters

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – GRAHAM FINK: EFFORTLESSLY CREATIVE

Strap in for a real advertising masterclass from one of the industry’s greats! Graham Fink.

One of the advertising world’s greatest and most awarded creatives, sits down for a marathon interview about his life, his work and his ongoing quest for new creative outlets.

How hands are less-efficient art tools, the inspiration of theology, the art of creativity, how to find inspiration, dealing with critics, the ethics of cigarette advertising, green washing, Dave Trott, distraction, humor, curiosity, the stories behind some of Britain’s most legendary advertising campaigns, how art directors work.

Advice from Malcolm McLaren, how many ideas per day? imposter syndrome, the creativity of George Best, why Apocalypse Now is one of the world’s best movies, surveillance advertising and the lost art of media buying, Artificial Intelligence, can robots work in the Art Department? Digital Colonialism, postcard art and lots more.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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NEW BUSINESS BRIEFING: WITH VICTOR HOUGHTON – EP9

Victor Houghton is back! In Episode 9 of the New Business Briefing, we discuss all the latest research that Victor has uncovered and we dive a bit deeper into the ones that meant the most to him.

There’s some great talking points for you to cover with your new business prospects, including:

  • Luck, serendipity, fate, kismet and chance. Is it really just happenstance or is it because your subconscious is picking up on clues?
  •  Why Reddit is becoming more popular than Google for fact-finders.
  •  The Gender Pay Gap Bot
  •  What Gen Zs realy think and why we should care
  •  LinkedIn’s Career Breaks product Profiled

Show notes:

Wolff Olins strategist lauds serendipity – Creative Brief

Early adopters are shunning Google’s search results in favour of Reddit 

What Gen Z really think and why you should care. GWI

The Gender Pay Gap Bot Vice

LinkedIn is introducing Career Breaks

All of us at  The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

The Advertist helps new business, advertising, marketing, digital and PR agencies find their sales mojo through our intuitive news, insight, contact data and market intelligence services.

If you’d like a free trial please contact us at hello@theadvertist.com.

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THE FUEL PODCAST – STEPHEN KNIGHT – PIMENTO: THE NEW BUSINESS NETWORK

Stephen Knight, ex-Advertising agency leader and one of the power players in the modern advertising industry runs a network of businesses all devoted to one thing: increasing the opportunities for people in the creative industries to network, swap stories, compare notes and generate new business.

Pimento sits at the centre of his businesses – a network of small but mighty agencies who are set up to take on the most complicated of briefs and compete against the modern monolithic agency groups.

Business development platform The Advertist – sponsor of Fuel – has just joined Pimento with a special offer for its members, so it seemed only fair to invite Stephen on and interrogate him about what we should expect.

True to form, he did not disappoint. Because access to the Pimento network opens up a galaxy of other benefits including travel discounts, racing (horses and cars), career advancement, executive coaching and lots lots more.

An hour of great anecdotes and advice from a true warrior of the creative world!

In this show, we discuss:

  • Career motivation
  • Diversity in the industry and creative solutions for change
  • How CEOs grow and bring their staff along
  • The future of Pimento
  • The art of winning new business
  • Mickey Mouse the motivator
  • Why they don’t write ’em like they used to!

Show notes

Stephen Knight’s LinkedIn profile here: https://www.linkedin.com/in/stephen-knight-uk/

Pimento LinkedIn here: https://www.linkedin.com/company/pimento_2/

The Pimento Network web site here: https://pimento.co.uk

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – ROBIN BONN – CO:DEFINERY – FIND YOUR NEW BUSINESS MOJO!

How do you grow from working in the agency, to ON the agency?

Robin Bonn is an expert mentor, coach and new business person, specializing in the creative sector, helping agency owners nurture their growth ambitions.

Learn Robin’s best-selling tips for making sure that leaders bring their people with them on the journey and how to develop the new business pipeline into a long-term 3-5 year strategy.

What’s the magic ratio of referrals to cold new business and how do you delegate growth responsibility?

A fascinating hour of conversation with one of the best in the business!

In this show, we discuss:

  • The art of lifting your head up
  • Why having focus is a superpower
  • How to be a cutting-edge conformist
  • Alignment and decision making
  • Why creds decks stop you listening
  • How the pandemic created a no-fault reset
  • What skills are needed to win new business consistently?
  • The latest shots fired in the agency -v- consultancy war
  • What’s so great about soft-close kitchen drawers?

Also – Jeremy Davies on agency reception perceptions.

Show notes

Robin’s LinkedIn profile: https://www.linkedin.com/in/robinbonn/

Co:definery web site: http://www.codefinery.com

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – ANDREW TENZER – REACH PLC: ESG RULES? PART 2

Part two of the interview with Andrew Tenzer about his and Ian Murray’s research – Gut Instinct, The Empathy Delusion and  The Aspiration Window, which caused a tsunami of controversy in the creative industry by demonstrating how, sometimes, creative agencies can assume too much about the mindset of consumers.

What do they say about assumption and its parental reputation?

Andrew discusses how there is compelling evidence that the creative industry often imposes its own views on the creative execution of advertising and marketing campaigns, incorporating tropes, stereotypes and urban myths that bear no resemblance to the target audience. And with the cost of advertising being so high, why are we still taking such massive risks?

What happened to the entertainment side of the business? Why do people actually buy products and services and what can the industry learn from all this research?

In this show we discuss:

  • Shouldn’t the ad industry be encouraging its clients to pay tax?
  • The advertising industry’s trust problem
  • Brand and social purpose don’t sell products: the facts
  • How the advertising industry’s mission contradicts ESG ambitions
  • How the ad industry supports platforms that create the chaos
  • How to deal with Twitter trolls
  • The Dictator Game
  • Reach plc’s cookie dilemma

Show notes:

Andrew Tenzer’s LinkedIn profile: https://www.linkedin.com/in/andrew-tenzer-04919657/

Ian Murray’s LinkedIn profile: https://www.linkedin.com/in/ianrmurray/

Gut Instinct report here: https://www.reachsolutions.co.uk/sites/default/files/2018-11/Reach%20Solutions%20Why%20We%20Shouldn%27t%20Trust%20Our%20Gut%20Instinct%20White%20Paper.pdf

The Empathy Delusion report here: https://www.reachsolutions.co.uk/sites/default/files/2019-07/The%20Empathy%20Delusion%20final.pdf

The Aspiration Window report here: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf

The Righteous Mind: https://righteousmind.com/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – ANDREW TENZER – REACH PLC: ESG RULES? THINK AGAIN

Andrew Tenzer is Director of Market Insight & Brand Strategy at publisher Reach plc and one half of the team that published three controversial reports into the creative industry: Gut Instinct, The Empathy Delusion and The Aspiration Window.

All three reports set out the case that the creative industry is losing its focus on selling goods and services in favour of promoting green or social causes, mainly because the people in the industry are conditioned to believe these are priorities.

Andrew and his research partner Ian Murray contend that the socio-economic biases of the creative industry are not in tune with mainstream thinking. And Andrew should know; Reach plc is the largest consumer news publisher in the country and his insights shape the news and marketing agenda of this £500m organisation.

This is an extensive interview – so large in fact that we split it into two parts. The interview might make for uncomfortable listening for some in the industry, but our job is to have both sides of this debate in the open.

Andrew discusses the three reports in a highly engaging and entertaining way, and if you don’t want your agency to ignore nearly 50% of the global consumer mindset, then listen on.

In Part 1, we discuss:

  • The impact of social media on national health strategies
  • The BBC licence fee
  • Is trust in decline?
  • What inspired Andrew and Ian to question the creative industry’s perspectives
  • The East and West’s thinking styles
  • How society’s evolution has influenced ad land’s biases
  • Social media, confirmation bias and the need for fact-checking
  • Ad industry’s individualistic thinking
  • How his research has been pulled into the left/right political debate

This is vital listening for planners, strategists and anyone working in new business.

Also – Jeremy Davies delivers some brilliant points on referral and cold new business.

Show Notes:

Andrew Tenzer’s LinkedIn profile: https://www.linkedin.com/in/andrew-tenzer-04919657/

Ian Murray’s LinkedIn profile: https://www.linkedin.com/in/ianrmurray/

Gut Instinct report here: https://www.reachsolutions.co.uk/sites/default/files/2018-11/Reach%20Solutions%20Why%20We%20Shouldn%27t%20Trust%20Our%20Gut%20Instinct%20White%20Paper.pdf

The Empathy Delusion report here: https://www.reachsolutions.co.uk/sites/default/files/2019-07/The%20Empathy%20Delusion%20final.pdf

The Aspiration Window report here: https://www.reachsolutions.co.uk/sites/default/files/2020-06/Reach%20Solutions%20The%20Aspiration%20Window.pdf

The Righteous Mind: https://righteousmind.com/

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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