Two iconic Australian creative professionals, Thinkerbell’s Adam Ferrer and IAG Marketing Director smart brentcame together to celebrate creativity in marketing in their new podcast on LiSTNR, black t shirts.
In each episode, the adland basic black t-shirt wearing the duo Ferrier and Smart will delve into a famous creative work, to understand what it takes to make something great, and also if it would pass market research, the putting in a focus group.
The first episode of the series, launched on March 22, features Claudine CheeverVice President of Global Marketing at Amazon, to discuss the company’s data-driven adoption of emotional storytelling.
The second episode, launched the same day, features acclaimed British creations Ben PollitECD Group at AdamendeDDB.
Pollitt is co-creator of the famous John Lewis Christmas campaign.
Ferrier is a multi-award-winning advertising creative strategist and founder of famed agency Thinkerbell. He is also a leading consumer psychologist and an authority on behavioral economics. He is the author of Stop Listening to the Customer and The Advertising Effect, and a regular on shows such as Gruen, Sunrise and The Project.
Smart spent 20 years in agencies, running the New Zealand agency of the decade Colenso BBDO and becoming CEO of Saatchi & Saatchi New York.
In 2017, Smart moved to the client side, becoming CMO at IAG, where he grew the NRMA Insurance brand from the 36th strongest brand in Australia to 5th according to Brand Finance, and won the coveted Grand Effie the last year.
Ferrier said of the podcast, “With great creativity often comes a complex personality, with a compelling backstory.”
“We wanted to explore these people and their own relationship to their creativity, their motivations and explore the fundamental question ‘does their creative output really connect on a human level?'”
Smart replied, “I thought we just wanted to share the discussions we’re having over a few beers about creativity with more people.”
SCA CMO Nikki Clarkson said, “The black t-shirts are both informative and entertaining, making for a great listen.”
“Creativity is at the heart of everything we do at SCA, including all of our marketing efforts. There aren’t many podcasts available that bridge the gap between business and creativity and this one plays right into that opportunity.
Episodes One and Two of The Black T-Shirts are available now on LiSTNR with new episodes releasing weekly.