Any Insights Yet? with Chris Kocek

Chris Kocek

Any Insights Yet? reveals the secrets, stories, and surprising discoveries that have led to fresh insights, resulting in the world’s most memorable campaigns and breakthrough business ideas.

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S3 · E10
Dec 18, 2025 · 1 hr 8 min
What Brands Can Learn from Disengaged Teens with Rebecca Winthrop, Senior Fellow at The Brookings Institution
This episode is a little different. Instead of talking with a Chief Creative Officer or a Chief Strategy Officer about a recent ad campaign, I sit down with Rebecca Winthrop, senior fellow at The Brookings Institution and co-author of The Disengaged Teen. Together, we dive into the insights that emerged from her research with over 60,000 students, 25,000 teachers, and 6,000 parents, and we explore what it takes to really engage young people in today’s tech-driven world. Rebecca’s findings around engagement are fascinating and we talk about different modes of learning (passenger mode vs. resistor mode vs. explorer mode) and the surprising overlaps between the world of branding and the world of education. In both worlds, you’re dealing with a rich combination of attention, inertia, distraction, and indifference. And in both cases, real engagement only happens when the people you’re talking to connect the experience you’ve created to something meaningful in their own lives. Some of my favorite aha moments from our conversation include: What kids are neurobiologically primed to do in adolescence and the implications for designing more engaging experiences The Mattel-OpenAI partnership and why Rebecca is both excited and concerned about its implications How repetition and nagging can often shut down executive function in teens (and how brands might accidentally be doing the same thing with their messaging) What Minecraft can teach us about learning, rewards, motivation, and flow How working for the Fish and Wildlife Department in her 20s led Rebecca to some valuable life lessons about FIO (Figure It Out) jobs Why educational innovation starts with rethinking how we measure progress and what that also means for brand strategy Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: The Disengaged Teen by Rebecca Winthrop and Jenny Anderson If I Built a School by Chris Van Dusen Lies My Teacher Told Me by James W. Lowen Six of Crows (Crooked Kingdom) by Leigh Bardug Products Lego Clixo Toys Innovative Alt Education Schools Big Picture Learning Templeton Academy Alpha Schools
S3 · E9
Dec 4, 2025 · 57 min
How to transform data into compelling narratives with James Addlestone, Head of Data Arts at Saatchi and Saatchi
Most brands use surface level data to market to superficial stereotypes. James Addlestone, on the other hand, uses data like a detective, reading between the lines of people’s survey responses and finding innovative ways to get to the truth behind their behaviors. With a background in behavioral economics and a deep appreciation for detective fiction (we talk quite a bit about Agatha Christie), James brings an exciting approach to data-driven strategy: one that combines quant, qual, and creative curiosity. During our conversation, James challenges the industry’s overreliance on survey panels, pre-loaded category drivers, and overly-tidy narratives that tend to collapse under real-world scrutiny. By contrast, James makes the case for embracing those moments when the data doesn’t quite make sense and treating that ambiguity as an invitation to look closer. In this episode, we explore how James uses data triangulation, not silver bullets, to connect the dots between data points, which leads not only to new campaign directions, but can also result in subtle shifts in operations and product innovation. Some of my favorite aha moments from our conversation include: The “qual sandwich” framework James uses for insight generation Why it’s important to challenge company myths every so often with fresh data How a surprising spike in tomato sales led to a deeper investigation and a new campaign direction for a major grocer How the pet brand, Chewy, focuses on “moments that matter” and why moments-based segmentation matters even more than traditional demographics Three reasons why AI won’t replace good analysts anytime soon Advice for junior analysts and how to use different AI tools to help with big data projects Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Factfulness: 10 Reasons why You’re Wrong About the World–and Why Things are Better than you Think by Hans Roling Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Steph-Stephens Davidowitz Algorithms to Live By: The Computer Science of Human Decisions by Tom Griffiths Stolen Focus: Why You Can’t Pay Attention–and How to Think Deeply Again by Johann Hari Blueprints: How Mathematics Shapes Creativity by Marcus du Sautoy Companies System 1: The World’s Most Predictive Ad Test Meet the 85: Ethnographic Research Consultancy Podcasts: Thinking Inside the Box More Creatively with Dan Cohen, Creative Director at Saatchi New York
S3 · E8
Nov 20, 2025 · 1 hr 8 min
Rewriting the Rules of Sport and Motherhood with Katie Dreke, Global Brand Strategy Consultant
Katie Dreke has always been a rough and tumble explorer, ever since she was a kid. From early childhood days, she wanted to do all the things the boys in her neighborhood were doing - jumping bikes off of ramps, playing in treehouses, reading science fiction - but she quickly realized that the world was always trying to steer her in another direction. Those childhood experiences led to a lifelong fascination with social constructs and gender norms, which has shaped her groundbreaking work with sports brands, from Arc’teryx to New Balance to Nike’s historic maternity collection. Katie’s work history has spanned the globe, from Amsterdam to Japan to Australia, and she’s worked at a wide variety of award-winning shops, including Wieden + Kennedy, the Wexley School for Girls, Droga5, and IDEO. No matter what she’s working on, though, whether it’s a new DTC business model or product innovation, Katie always brings a distinct perspective to every project, one that blends cultural insight and deep empathy for the consumer’s lived experience. Some of my favorite aha moments from our conversation include: How social norms and coded systems still shape women’s experience in sport Why many women over 40 were turning to Lululemon and not shopping for themselves at Nike How the Nike maternity collection uncovered a blindspot in how athletic potential is defined The techniques and strategic questions Katie uses to kick start almost any project How working the front desk at a software company in Seattle led her to a global career in strategy Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: The Mountain in the Sea by Ray Nayler Brands & Campagins: Nike Maternity Collection The Toughest Athletes - Nike Ad Houdini Sportswear Benim Denim - A Start-up Designed to Shut Down
S3 · E7
Nov 6, 2025 · 49 min
Transforming Olipop into a $2B Brand using The Happiness Advantage with Mark Lester from Squint
What do David Bowie lyrics, childhood memories of soda, and gut health all have in common? For Mark Lester, co-founder of the brand consultancy Squint, they’re part of a deeper exploration into how happiness shapes behavior and how brands can use that insight to grow. Prior to starting squint, Mark spent 15 years in the advertising industry, sharing his talents with R/GA, McGarryBowen and Dentsu, working a wide variety of brands, including Samsung, Diageo, and Equinox, just to name a few. In this episode, Mark shares how Squint’s “Happiness Advantage” approach to brand-building helped turn Olipop into a nearly $2 billion soda brand by leaning into emotional associations, not functional claims. We also discuss GenZ’s fraying relationship with sport and how an activation at the Olympics was able to help Nike reconnect with a younger generation. Some of my favorite aha moments from our conversation include: Why great brands are built on memories, not just messages How a hike in the Hollywood Hills with Olipop’s founder led Mark to some powerful aha moments about himself and the brand The consumer research findings that made “soda” a more powerful word than “tonic” The evolving nature of competitive sports and the opportunity to be part of the growing movement around collaborative sports How being an au pair in France during his gap year after college taught him some valuable life lessons Mark’s secret to happiness, both personally and professionally Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: The Remains of the Day by Kazuo Ishiguro Never Let me Go by Kazuo Ishiguro Campaigns: Dude Wipes: The Evolution of Wiping Brands: Nandos (UK Peri Peri Chicken Restaurant Chain) Podcasts: Going Cowboy and Being Bluntly Honest With Gordy Sang & Brian Siedband at Quality Meats Creative
S3 · E6
Oct 23, 2025 · 43 min
The Surprising Overlaps Between Toy Design and Brand Design with Assaf Eshet, Founder of Clixo Toys
What are the key characteristics of designing a great toy? It turns out, it’s many of the same characteristics that go into building a great brand. Playfulness. Imagination. A little bit of mischief. And joy. In this episode, I talk with Assaf Eshet, founder and award-winning toy designer at Clixo Toys. I met Assaf at the ISTE EdTech conference in San Antonio this summer and I was immediately drawn to the flexible, colorful shapes of Clixo and all the different things you could build with them - robots, animals, vehicles, wearables - you name it. And when Assaf started telling me about the philosophy behind Clixo - how they blend the best of origami with the best of magnetic building toys - I knew he needed to be a guest on the show. Because he definitely sees the world in a different way compared to most. I’m glad I met him when I did because since our chance encounter in San Antonio, Clixo has been getting attention just about everywhere. In the past few months Clixo launched nationally in Target, had a huge activation at the MoMA, and was just named one of Time’s Best Inventions of 2025. In this episode, Assaf and I talk about the principles of great toy design, and how his teaching philosophy helps students embrace failure and experimentation, which are prerequisites for coming up with even better ideas. We also explore the psychology of play and the secret to living as a joyful creature. Some of my favorite aha moments from our conversation include: One of Assaf’s favorite design assignments that he gives to his students each semester Why good toy design (like good branding) requires constant testing “in the wild” What his grandmother’s hand-sewn Barbie clothing collection taught him about resourcefulness and innovation How Italian cinema and Roberto Benigni shaped his outlook on creativity The importance of becoming a collector (for whatever you’re passionate about) Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: When Nietzsche Wept: A Novel of Obsession by Irvin D. Yalom Products: Chomshop: A Kid-Safe Power Tool for Cutting Cardboard Speeches: Roberto Benigni Oscar Speech for Life is Beautiful
S3 · E5
Oct 9, 2025 · 43 min
How Comedy and Cultural Sparks Drive Creativity with Tara Lawall at Rethink
Tara Lawall has worked at some of the biggest agencies in the world, earned a Cannes Titanium Lion, and her work has even landed a spot in MoMA’s permanent collection, but her sharpest insights might trace back to a comedy class she took at Miami Ad School. Today, Tara is Chief Creative Officer and Partner at Rethink’s New York office, and in this interview, Tara shares how her team uncovers powerful truths hidden in everyday behavior — something they call cultural sparks at Rethink — and how those truths have led to some of the industry’s most buzzworthy campaigns. Some of my favorite aha moments from our conversation include: The unique “trauma therapy” process Rethink uses to build client relationships that leads to more effective work Some aha moments around a spicy but not too spicy Doritos campaign with Walton Goggins The creative challenges of finding the perfect soundtrack for different street corners in LA, London, and New York with Epidemic Sound The brand love campaign Rethink developed for Mac n’ Cheese The Philly slang term that works in literally any sentence Important life lessons Tara learned growing up in her dad’s delicatessen and pastry shop Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Big Magic: Creative Living Beyond Fear by Elizabeth Gilbert A Creative Act: A Way of Being by Rick Rubin Abundance by Ezra Klein Campaigns: Doritos: A Spicy but Not Too Spicy Plumber Epidemic Sound: A Sound for Every Feeling Heineken Pub Succession
S3 · E4
Sep 25, 2025 · 53 min
Building Social-First Brands with Jason Mitchell, CEO of Movement
When Jason Mitchell realized his college professors were still teaching TV-first strategies while every student in the room was glued to Facebook, he saw an opportunity. That opportunity was the beginning of Movement, a social-first agency that has done award-winning work for brands like the NBA, Netflix, Amazon Prime, and more. In this episode, Jason shares the early bets and strategic philosophies that have helped Movement grow from a dorm-room idea into one of the most recognized social-first agencies in the industry. We explore what it means to put social at the center of a campaign rather than treat it as an add-on, and why the best ideas often begin with strategic social listening. Some of my favorite aha moments from our conversation include: How Jason found his way into the journalism and advertising program at University of Colorado despite having terrible grades How social listening led to a viral campaign (and a real arrest) for Netflix’s Unsolved Mysteries Why Klarna’s biggest brand barrier in the U.S. wasn’t competition, but disbelief over their core value prop Jason’s secrets for setting up a great social listening system How Jason would rebrand the movie-going experience to help people rekindle their love of cinema in an era of social media Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Turn the Ship Around by L. David Marquet Campaigns & Videos: Klarna: What’s the Catch Campaign with Bretman Rock So Many Dicks Campaign Case Study - e.l.f. Beauty Unsolved Mysteries Shorty Awards Case Study
S3 · E3
Sep 11, 2025 · 51 min
Making Boring Briefs Better with Ashley Rutstein, Copywriter, Influencer, and Creator of Stuff About Advertising
How do you help strategists transform boring briefs into better briefs so that creatives can do what they do best? That’s just one of many questions I ask Ashley Rutstein during our interview. Ashley is a copywriter-creative director, an Adweek Creative 100, and the founder of Stuff About Advertising - a multiplatform channel with hundreds of thousands of followers, where Ashley covers a wide range of topics, including insights, effective brainstorming techniques, and brilliant movie marketing activations. I first discovered Ashley because of her Weekly Advertising Roundup videos, where she highlights and dissects advertising wins and fails from the week in advertising. She’s been doing these roundups every week (or almost every week) for the past four years, so I thought it would interesting to learn what patterns she’s discovered about great (and bad) advertising, and how it has helped her with her own creative work. Some of my favorite aha moments from our conversation include: The awkward middle school moment that led to Ashley’s fascination with blind spots The insight that led to a refreshingly honest addiction recovery campaign How Ashley and her team helped Zespri yellow kiwis get more attention in the US The Discover Card commercial that has made Ashley consider getting a tattoo The methods and questions behind her “unhinged concept” videos for brands like Crocs and Poppi Ashley’s advice for brands who are trying to gain more traction on TikTok and YouTube Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Fourth Wing by Rebecca Yarros The Way of Kings by Brandon Sanderson Videos: Unhinged Concepts: Ideas for Poppi Dr. Barlow: Intro to African American Studies Sinners Trailer Campaigns: Face it Together (Addiction Recovery Center): Day One Dr. Barlow: Netflix Black History Month Discover Card: Frog Protection Surreal Cereal: Fake Celebrity
S3 · E2
Aug 28, 2025 · 43 min
Seeking Confessions, Not Just Observations with Mark Pollard, Author of Strategy Is Your Words
What’s the difference between a good observation and a real insight? According to Mark Pollard, one of the most sought-after strategy consultants and trainers in the industry, it often comes down to whether someone’s willing to confess something they’ve never said out loud before. As an Australian strategist, Mark brings a different voice to the podcast - literally and figuratively. You’ll notice from his very first line, he doesn’t mince words and he’s not afraid to call a spade a spade. Maybe it’s the Aussie accent that allows him to be so bold. Or maybe it’s because he’s been doing strategy for so long that he just knows how to cut through all the bullshit and get to the heart of a situation. Mark has been in the agency world since he was 19 and he’s worked with a wide variety of agencies, including Big Spaceship, Leo Burnett NY, Edelman NY, and Ogilvy, just to name a few. His client roster is equally as impressive, working with brands like Audi, Hilton, Netflix, The Economist, Facebook, Electronic Arts, and more. In this episode, Mark takes a break from his global strategy training tour to talk about the messy, awkward, and deeply human side of strategy. Some of my favorite aha moments from our conversation include: The difference between loud and quiet questions when interviewing people How to highlight problems and challenge assumptions without pissing people off Why studying a language might actually be better than therapy The many marketing riddles that are built into US corporate culture Figuring out which people in the organization are the most useful to talk to Some of Mark’s favorite comedians and what he’s learned from them Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: The Innovators Dilemma by Clayton M. Christensen Campaigns: Steal Banksy: An Australian Hotel Chain Challenges Guests to Steal Art Comedians: Anthony Jeselnik Comedy Special - Caligula Jim Jeffries - The Jim Jeffries Show Sebastian Maniscalco - Aren’t You Embarrassed? Videos & Shows: Why The Loudest Caribbean City Is Also The Most Creative - Santo Domingo, The Dominican Republic 🇩🇴 Weak Hero Trailer (Netflix) Friends & Neighbors Trailer (Apple TV)
S3 · E1
Aug 14, 2025 · 46 min
Feral Intelligence in a Data-Driven World with Kate Rush Sheehy, Chief Strategy Officer at GSD&M
Where do the best insights come from? For Kate Rush Sheehy, Chief Strategy Officer at GSD&M, it’s not always based on what people say or even what they do. Sometimes, it’s about what they don’t say or what they don’t do in certain situations. Sometimes, it’s about having a sixth sense or some feral intelligence. In this episode, Kate shares her unique approach to uncovering brand-defining insights, from analyzing who shows up to a focus group (and who doesn’t), to asking clients the kinds of questions most agencies shy away from. We explore the social-first strategy that helped Crocs become a Gen Z phenomenon and the cultural nuance behind Corona’s “La Playa Awaits.” Some of my favorite aha moments from our conversation include: How Kate builds bridges between performance and brand marketing The social-first shift that helped Crocs go from cringe to cultural icon The difference between Jibbitz, Fibbitz, and “ugly shoe” theory How a deep dive into Mexican X (aka Twitter) led to Corona’s new creative direction The AI technique Kate’s team uses to pressure-test strategic ideas before they present strategic and creative work Some valuable lessons Kate learned about human nature by working in restaurants and retail Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Fourth Wing by Rebecca Yarros Who Knew? by Barry Diller Campaigns & Videos: Dept. of Veterans Affairs (work in partnership with the Ad Council: The Question) Southwest Airlines: That’s a Big Flex Corona: La Playa Awaits
S2 · E10
Jul 10, 2025 · 47 min
Taking the Piss and Turning LOLers into Dollars with Dave Harland, Chief Copywriter at Copy or Die
Dave Harland LOVES words. Big ones. Little ones. Silly ones. Serious ones. He has a talent for taking the world’s most boring categories and breathing new life into them with a few flourishes of his pen and some rat-tat-tat-clickety-clacks at his keyboard. During our conversation, we dig into all kinds of things, including the micro dignities of daily life that are threatened by automation and generative AI, as well as the unmistakable human quirks that make insight building and copywriting an act of creative joy. We also connect the dots between The Knowledge of London (the rigorous exam that London Cabbies must pass to show they know their way around the city without a map) and the cultural tension between British formality and British humor (e.g. taking the piss). Some of my favorite aha moments from our conversation include: The scrappy, homemade billboard that taught Dave his first big lesson in strategic copywriting Dave’s issues with AI shatbots and the limits of AI in copywriting How a lackluster acronym led to one of Dave’s favorite brand taglines The real-world insights that led to surprisingly punchy (and funny) B2B headlines for a speakerphone brand An American phrase that has inexplicably made its way into British business discussions Show Notes: Below are links to inspiring ideas that came up during our conversation. Dave’s Online Copywriting Course Write the Funny Books: Copywriting Is…:30-or-so thoughts on thinking like a copywriter by Andrew Boulton Videos: Bob Mortimor Top Moments | Would I Lie to You? Monty Python: Ministry of Silly Walks Life of Brian: Colosseum Scene
S2 · E9
Jun 26, 2025 · 48 min
Building Flywheels and Fandoms with Zoe Scaman at Bodacious
Zoe Scaman knows how to rebuild brands and fandoms from the ground up. Her work with brands like Nike, Netflix, and the NBA has allowed her to dig deep into consumer behavior and organizational structures, resulting in numerous aha moments around community building and how to encourage a culture of co-creation with brand superfans. Zoe builds a number of beautiful constellations during our conversation as she connects the dots between furries, sports fans, and political communities. We also talk about Lego’s incredibly expanding brand universe and how brands can leverage the flywheel effect to create exponential growth. Some of my favorite aha moments from our conversation include: The provocative question Zoe asked in middle school when she was asked to re-read Lord of the Flies The ways Zoe uses AI to help her gut check her own work How brands can learn from furries to create a sense of belonging The biggest (often invisible) enemy of progress in any organization Zoe’s favorite word and why she thinks more people need to use it more often Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Musings of a Wandering Mind: Zoe Scaman’s Substack Hidden Potential: The Science of Achieving Greater Things by Adam Grant Lord of the Flies by William Golding The Color Purple by Alice Walker His Dark Materials by Phillip Pullman Marilyn Monroe Obituary Shows & Movies Mob Land TV Series Trailer Brands & Campaigns The Lego Botanical Collection Adult Fans of Lego (AFOL) - Reddit Lego Fan Engagement and Programs
S2 · E8
Jun 12, 2025 · 37 min
Semiotics, Subtext, and Strutting with Joe Burns at Quality Meats Creative
Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy. And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more. But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns. In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign. Some of my favorite aha moments from our conversation include: An insight for Samsung that led NOT to an ad, but to an awesome music video Joe’s unique approach to winning new business pitches Why bad ideas are essential to creative success How his job as a garbage collector shaped his perspective on advertising A piece of advice from Sun Tzu that has influenced his work with clients and creatives Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Books: The Mezzanine by Nicholson Baker The Art of War by Sun Tzu Herscht 07769 by László Krasznahorkai Shows & Movies The Simpsons - Season 6, Episode 7 Brands & Campaigns Money Supermarket Ad Samsung - Samm Henshaw - All Good (Official Video)
S2 · E7
May 29, 2025 · 54 min
Why Chaos and Sarcasm Are Essential for Strategic Insights with Tracy Lovatt at Batten & Co
For over two decades, Tracy Lovatt has helped brands build transformative insights by challenging assumptions and embracing the chaos of tectonic cultural shifts. After starting her career at BBDO, where she guided brands like HBO, GE, Bank of America, Hyatt Hotels, PepsiCo and many others, Tracy eventually stepped away from advertising to start Batten & Co, where she now helps brands connect the dots between insights, operations, and the customer experience. In this episode, Tracy talks about the power of sarcasm to disarm people and she shares her candid approach to uncovering insights that matter. Some of my favorite aha moments from our conversation include: The surprisingly different ways men and women talk about engagement rings The power of deprivation studies to get consumers to open up emotionally What she’s learned from the Medicis when it comes to inspiration and new ideas The surprising impact a British accent can have in American boardrooms A memory she had of our first encounter (that made me blush) Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Books: This is what it sounds like: What the music you love says about you (by Susan Rogers) Musicophilia: Tales of Music and the Brain (by Oliver Sachs) Shows & Movies I’m Still Here Trailer The Last of the Sea Women Trailer (Apple TV) Brands & Campaigns GE - Ideas are Scary Ffern (Fragrance brand) Ground Up (Nut butter brand)
S2 · E6
May 15, 2025 · 46 min
Reading Between the Lines with Bob Morais, Business Anthropologist & Lecturer at Columbia Business School
Great research isn’t just about collecting answers. It’s about knowing which questions to ask and how to observe with all your senses to get to the truth of a situation. Bob Morais, business anthropologist, ethnographer, and lecturer at Columbia University’s Business School, knows how to read between the lines of what people say and what they actually do, and in this conversation, Bob shares his techniques for consistently finding those aha moments that can help a brand soar. Over the years, Bob has set up some fascinating research methodologies for a wide variety of emerging and established brands, including Sensodyne, Freshpet, WD-40, and Simply Orange, just to name a few. And in every case, Bob has helped those brands uncover what their customers really need, not just what they say they want. Together, we dig into the key differences between a flat-footed finding and an actual insight, and we talk about the importance of “presentation theater.” Bob also shares his perspective on AI as a research assistant, and why he believes the human element in ethnography is still irreplaceable. Some of my favorite aha moments from our conversation include: Bob’s aha moment that led to a multimillion-dollar product innovation for WD-40 An unexpected, eye-opening experience during a research project at the Plaza Hotel that helped crystallize the idea of luxury The power of research techniques like laddering and guided retrospection How to sell ethnography projects to clients who want everything “buttoned up” The unexpected ways that playing lead guitar in different rock bands prepared Bob for life in strategy and research Show Notes: Below are links to inspiring ideas that came up during our conversation. Campaigns & Brand Videos: Fresh Pet: It’s not dog food. It’s food food. WD-40 Smart Straw
S2 · E5
May 1, 2025 · 1 hr 15 min
Why Data isn’t Truth: Finding Clarity in the Chaos with Tim Wilson & Valerie Kroll of facts & feelings
In a world obsessed with big data, robust dashboards, and faster answers, what if the real insight about insights has to do with slowing down and making real connections? That’s how Tim Wilson and Valerie Kroll approach each project, working with organizations to help them rethink their approach to data analytics and consumer insights. Over the years, their facts & feelings approach has made a huge impact on a wide variety of brands, including Yoplait, Time Warner, Adobe, P&G, Purell, Marriott, Lysol, and more. Instead of more data, they suggest using less data, informed by better questions and smarter conversations. And even though they have a data-driven approach, they never discount the power of observation or instinct to help uncover those aha moments. With a unique blend of quantitative expertise and qualitative intuition, Tim and Val approach data less like a crystal ball and more as a conversation starter. Because when you stop chasing “perfect data” and start looking at the bigger picture, you’ll often find fresh angles and new opportunities for growth. Some of my favorite aha moments from our conversation include: The power of doing a pre-mortem when kicking off a project The surprising focus group conversation that led to a breakthrough innovation for Yoplait How a failed “chunky bracelet” for Lysol inspired a successful Purell product idea The two “magic” questions they like to ask clients to help set everyone up for success The jobs they had before facts & feelings that have helped them become more detail-oriented, compassionate storytellers Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Books: Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts by Annie Duke In Your Purse: Archaeology of the American Handbag by Kelley Styring James by Percival Everett P is for Pterodactyl: The Worst Alphabet Book Ever by Raj Haldar Frog and Toad Storybook Favorites Shows: Severance Trailer The Bear Trailer
S2 · E4
Apr 17, 2025 · 44 min
Bending Reality with Greg Hahn at Mischief @ No Fixed Address
Greg Hahn has built his career on reframing questions and seeing things just a little bit differently. Actually, that’s an understatement. Before launching Mischief, Greg spent almost 20 years at some of the biggest and most celebrated agencies in the business, including Fallon and BBDO, where he led creative for brands like Timberland, Citibank, HBO, eBay, FedEx, and more. Along the way, he helped create some of the most awarded campaigns in modern advertising—work that not only racked up Cannes Lions and One Show pencils, but also embedded itself into culture in a way that made those brands unignorable. When Greg was unexpectedly let go from BBDO New York in 2020 due to budget cuts, it didn’t take long for him to start Mischief @ No Fixed Address. In two months, he created a new shop “where people - both employees and clients - could come and do the best work of their lives, with less layers, pretense and other unnecessary complications.” Since then, Greg and his team have helped businesses across multiple categories. When Tinder came to Mischief hoping to shed its reputation as a hookup app, Greg and his team challenged them with a provocative reframing. When Pizza Hut wanted to appeal to job-seeking Gen Zers, Mischief turned the pizza box into a résumé delivery system. And when Goldfish crackers wanted to appeal to adults, Greg and his team landed on a simple, but effective fix. Ask Greg a question about Capri Sun and you might end up talking about Banksy, Andy Warhol, or Duchamp. Or you might discover his passion for crime shows, data, and the interesting differences between Saxon words and Romance words. That said, no matter where you start with Greg, you’ll always find your way back to a clear-eyed understanding of a brand’s core business problem and a clever, creative path that’s going to get you where you need to go. Some of my favorite aha moments from our conversation include: The way Mischief does briefings differently compared to other agencies How an OkCupid data point about voting turned into a viral campaign (and even led to a clue on the show Jeopardy!) The role of social listening when it comes to their creative process for Tubi and other brands What Greg’s job selling aluminum siding taught him about himself Some advice that Greg received from David Lubars during his time at BBDO Show Notes: Below are links to campaigns and other inspiring ideas that came up during our conversation. Books Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are The Daily Stoic: 366 Meditations on Wisdom Perseverance and The Art of Living
S2 · E3
Apr 3, 2025 · 53 min
Connecting the Dots Between Marketing and Murder with Alina Burroughs, Forensic Expert from Crime Scene Confidential
What do forensic science and marketing have in common? More than you might think. Both require an ability to analyze evidence, challenge assumptions, and uncover hidden truths that are often hiding in plain sight. Alina Burroughs, a forensic expert and star of the hit show Crime Scene Confidential, has spent years piecing together clues to solve cases, and as it turns out, many of those same techniques can also be applied to marketing. In this episode, Alina reveals how marketers and CSIs are both after the same thing - understanding motivations and finding the right guy (or gal). She also points out how forensic tools like “presumptive tests” can be used to help marketers make smarter decisions before going all in on an idea. Throughout our conversation, Alina shares real-world crime scene stories that demonstrate the power of looking beyond the obvious and why it’s critical to challenge our own beliefs if we want to get to those breakthrough moments. Some of my favorite aha moments from our conversation include: How crime scene investigators fight cognitive bias and why marketers should do the same The surprising role that gut instinct plays in forensic work and brand strategy What a “skin glove” is (warning: it’s both fascinating and unsettling) The importance of marketing from the outside in instead of inside out Why saying the “stupid” thing out loud can sometimes lead to the smartest insights Show Notes: Below are links to inspiring ideas that came up during our conversation. Shows Crime Scene Confidential Trailer Brands Liquid Death - Andy Pearson on Any Insights Yet? Last Crumb Bakery Books Never Split the Difference by Chris Voss
S2 · E2
Mar 20, 2025 · 37 min
Fighting Invisibility & Finding Emotional Truths with John Gibson, Head of Strategy at The Martin Agency
Despite the billions of dollars spent on advertising every year, most ads go completely unnoticed. In fact, 85% of them don’t even hit the minimum threshold for attention. So how do you make it into the 15% that actually break through? John Gibson, Head of Strategy at The Martin Agency, has spent his career answering that question, helping brands fight invisibility by uncovering complex emotional truths. For Papa John’s, that meant moving beyond “better ingredients” to tap into something far more powerful—people’s deep, almost cult-like devotion to pizza. For OREO, it meant elevating a product ritual in something more emotive and universal. And for Mountain Dew? It meant going deep into the world of sleep to see if creativity could be sparked in the subconscious mind. Throughout our conversation, John shares stories about the strategic decisions that led to these aha moments, and how The Martin Agency’s culture of curiosity consistently fuels big ideas. Some of my favorite aha moments from our conversation include: The unexpected pizza rituals that inspired a fresh approach for Papa John’s The story behind OREO Grams and the Lady Gaga partnership How the challenger brand Unisom was able to “punch above their weight” in a crowded, competitive market One of John’s favorite words and how it influences his approach to building great work The advice John received early on in his career about creative briefs Show Notes: Below are links to campaigns that came up during our conversation. Campaigns: Oreo Wonderfilled Oreo Wonderfulled Chinese New Year Campaign Oreogram with Lady Gaga Oreo + Coca-Cola Besties Campaign Papa John’s Better Get You Some Unisom Eagles Saquon Barkley Trolls Giants Owner John Mara Heinz: Draw Ketchup Campaign
S2 · E1
Mar 6, 2025 · 35 min
Going Cowboy and Being Bluntly Honest With Gordy Sang & Brian Siedband at Quality Meats Creative
The best work in advertising doesn’t just stand out—it challenges the status quo. And that’s exactly what Gordy Sang and Brian Siedband do with every client and every campaign at Quality Meats. Whether they’re working on a GoDaddy spot for the Big Game or a provocative box of chocolates for U by Kotex, Gordy and Brian (and their distributed team of strategists and creatives) always bring an unexpected twist to their creations, sparking conversations, and getting people to say, “I can’t believe they did that!” Their “going cowboy” approach is one of the many reasons they’ve been racking up awards, including Adweek’s 2024 Small Agency of the Year award and A-List Standout and AdAge’s Small Agency of the Year, and in this conversation, you get a peek inside their process. While they’re both quick to say they don’t have a ton of business acumen, they’re clearly doing something right, because a lot of businesses are lining up to do business with them, including Regal Cinemas, Doordash, Saxx Underwear, and Cava, just to name a few. Some of my favorite aha moments from our conversation include: Their approach to breaking rules and telling stories with a twist. How being bluntly honest with German Doner Kebab led to a different campaign approach in the US. The Huggies diaper innovation that led to a simple, yet catchy song (and several innovative campaign extensions). Their attention-getting Valentine’s work for U by Kotex to help normalize periods Why they believe the big idea isn’t dead. Show Notes: Below are links to campaigns and other inspiring ideas that came up during our conversation. Campaigns German Doner Kebab Huggies Baby Butts Song Marquee Sports Network Just “Gets” Cubs Fans U by Kotex Period Sex Chocolates Phasy Chocolates & Functional Foods Chicagwa campaign Movies & Shows Severance Trailer Swiss Army Man Trailer Face Off Trailer Best of Ali G Any Insights Yet: Dan Cohen at Saatchi New York (Season 1, Episode 7) Books Alphabutt Baby Book Butts on Things by Brian Cook

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