For centuries, members of the B’doul Bedouin tribe lived in the caves around the ancient city of Petra, Jordan. Then, in the 1980s, the government forced the tribe to move in the name of preserving the geological site for tourists. But if the residents are forced to leave, and if their heritage has been permanently changed, then what exactly is being preserved? SHOW NOTES: Meet The Man Living in The Lost City Carved in Stone Jordan: Petra's tourism authority cracks down on Bedouin cave dwellers The tribes paying the brutal price of conservation “There is no future for Umm Sayhoun” Jordan’s Young Bedouins Are Documenting Their Traditions on TikTok Check out Sami's company Jordan Inspiration Tours Learn about your ad choices: dovetail.prx.org/ad-choices…
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Το περιεχόμενο παρέχεται από το Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
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The MCA Prodcast
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Το περιεχόμενο παρέχεται από το Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
Welcome to The MCA Prodcast. This is your fix for everything innovative in advertising production. On each episode MCA's founder and CEO Pat Murphy speaks to the movers and shakers who are driving the agenda and shaping the world of production for the future. He'll be asking searching questions about their views of what will be coming round the corner so brands can act smarter and with greater efficiency, to deliver outstanding creative campaigns. You'll hear who might be their best partners to deliver that for them across a multitude of channels and media types, and we might even hark back to some great old ads that have stood the test of time.
…
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Σήμανση όλων ότι έχουν ή δεν έχουν αναπαραχθεί ...
Manage series 3413834
Το περιεχόμενο παρέχεται από το Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Murphy Cobb & Associates Ltd, Murphy Cobb, and Associates Ltd ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.
Welcome to The MCA Prodcast. This is your fix for everything innovative in advertising production. On each episode MCA's founder and CEO Pat Murphy speaks to the movers and shakers who are driving the agenda and shaping the world of production for the future. He'll be asking searching questions about their views of what will be coming round the corner so brands can act smarter and with greater efficiency, to deliver outstanding creative campaigns. You'll hear who might be their best partners to deliver that for them across a multitude of channels and media types, and we might even hark back to some great old ads that have stood the test of time.
…
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The MCA Prodcast
To mark the end of a really successful season 3, we bring you a very special episode of The MCA Prodcast as we look back on some of our favourite bits of advice that guests have given us over the last few months. Pat Murphy has been lucky enough to sit down with some of the real shining lights in our industry and we’ve covered so many different topics; from creativity and storytelling, to leadership, nurturing new talent, technological developments and even exploring entirely new ways that we can connect with audiences. Exploring these topics and many more are: Doerte Spengler-Ahrens – Chairwoman of Jung von Matt and President of the Art Director’s Club (ADC) Upasana Roy – Global Creative Strategy Director at Reckitt Philipp Schuster – Agency Management and Marketing Partnerships Director from Bayer Consumer Health Sir John Hegarty – Co-founder and Creative Director at The Garage Soho & The Business of Creativity Mark Benson – President of The Mill Kristen Cavallo – Former Global CEO of MullenLowe Matt Miller - President and CEO of the Association of Independent Commercial Producers (AICP) Paul Burke – Radio Copywriter and Producer Season 4 of The MCA Prodcast will be landing in early 2025! Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
This week on The MCA Prodcast Pat Murphy talks to President of The Mill, Mark Benson . Before the brands merged Mark was CEO of MPC Advertising – the Moving Picture Company - under whose leadership the organisation was transformed into a multi-award-winning global creative studio. Mark and Pat reminisce on their early days as runners, and how that shaped them for their future careers. Mark reflects on how client service was something that always fascinated him, and MPC’s commitment to clients and relationships was something that kept him at the business for 25 years! Mark also explains how MPC transitioned from working exclusively on ads, to later providing post-production services for big screen movie projects such as The Harry Potter franchise. When discussing MPC’s merger with The Mill Mark says ‘ the fundamentals haven't changed. We are all excited about how we go forwards into new markets and new areas of opportunity, predicated on talent, and a real understanding of what a narrative, what a story can be and how it's told’ . Parent company Technicolour has the ambition to become the ‘world's largest creative visual arts company’ and Mark explains how that aspiration is being achieved, branching recently into new areas like The Sphere, 3D Billboards, live theatre and more. Mark reveals how projects like the upcoming Elvis immersive experience are setting new standards in storytelling by engaging audiences in unique and interactive ways. Watch Mark’s favourite ad: Ryan Giggs - Reebok Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
This week on The MCA Prodcast Pat Murphy talks to Lisa Lavender , MD of British Arrows which is the UK’s longest running and most prestigious moving image advertising awards. Prior to this Lisa was founder of The Traffic Bureau and CEO of Adstream UK. Lisa originally dreamt of being a choreographer but found her way into advertising, starting out as a production assistant. She talks us through how her career began, her temporary move to Canada, and how she launched The Traffic Bureau which was the first outsourced TV admin company in the UK. Hear how what began with a casual conversation later evolved into the sale of The Traffic Bureau to Adstream, with Lisa becoming CEO of Adstream's UK operations. From there, Lisa’s skill in nurturing exceptional talent and creating a happy, dynamic company culture left a lasting impact on her career. Lisa talks us through the complexities of broadcast and business affairs. With so many channels and outlets, how can organisations stay on top of the various requirements in terms of clearance and rights management? Lisa explains that tech is helping hugely in this field and she suspects AI will also have a role to play. Throughout her journey, Lisa emphasises the importance of mentorship and fostering diverse environments in advertising. She’s a powerful advocate for supporting new talent and has always strived to create opportunities and welcome new people into the industry, something that she is now especially proud to do in her role organising the Young Arrows awards. She considers how attitudes to work have changed through the generations and how ‘Gen-Z’ now demand a more healthy work-life balance – something we can all probably learn from! Lisa and Pat discuss why creative awards like the British Arrows remain so vital in today’s advertising landscape and how the Young Arrows can celebrate the next generation of great storytellers and creatives. The awards are celebrating their 50th Anniversary next year and would love to hear from any organisation interested in sponsoring the events. Watch Lisa’s favourite ad: Hamlet Cigars – Photo Booth Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
This week on The MCA Prodcast Pat Murphy talks to Global Managing Director at RSA (Ridley Scott Associates) Films Kai-Lu Hsiung . From reception to Production Assistant, Producer, and then Managing Director, Kai is a shining example of production meritocracy so is the perfect person to talk to about nurturing talent and developing creative careers. Now as Global Managing Director, Kai ensures that RSA maintains its place as one of the world’s leading production houses, and continues to create some of the most culturally transformative and influential creative across every medium. In a world now dominated by AI and modern technology, what role do storytelling and human creativity still play? Kai shares her thoughts on this evolving landscape, using iconic advertisements like the Hovis Boy on the Bike campaign and the Samsung S23 film ‘Behold’ to illustrate how traditional storytelling meets cutting-edge technology. She recalls how the Samsung ad was shot entirely on a phone, but the production still required skilled craftspeople to ensure the lighting, sets, costumes etc were exactly optimal in order to get the perfect shot. She also recalls a wonderful story of how the Boy on a Bike ad came to be; a story that starts with Ridley Scott simply wanting to borrow a camera! Kai explains how the Ridley Scott Creative Group distinguishes between it’s brands, with Black Dog Films being the younger, culturally relevant offering, RSA has a more over-reaching remit and Scott Free focuses on feature film work and commercials. Whilst distinct brands Kai emphasises the importance of being ‘stronger together’ and how sharing resources leads to better results of all the brands’ clients. “You'll get a better production if you can all work together to solve problems” , Kai says. Kai and Pat discuss branded entertainment and content; how these ideas are forged and how they are developed. Kai describes branded content as being a ‘really interesting, fluid journey’ that you go on with your client, but it always starts with a need to fully understand the client’s needs and desired platforms. As Chairwoman of the Young Director Award, Kai shares her views on how we can nurture young talent in the industry, spotlighting initiatives like the Aesthetica Film Festival and Nowness. Whether you're an aspiring filmmaker or an industry veteran, Kai's experiences and advice provide valuable lessons on balancing financial constraints with creative passions. Watch Kai’s favourite ad: BMW – Beat the Devil Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
This week on The MCA Prodcast you’ll hear one of the brilliant panel sessions from this year’s LBB and Friends Beach at Cannes. We are all story tellers, and this panel is about the power of storytelling and how creativity can be crucial to the success of any business. Pat Murphy chairs the session and is joined by: · Doerte Spengler-Ahrens - Chairwoman of Jung von Matt and President of the Art Director’s Club (ADC) · Upasana Roy - Global Creative Strategy Director at Reckitt · Philipp Schuster - Agency Management and Marketing Partnerships Director from Bayer Consumer Health · Sir John Hegarty – Co-founder and Creative Director at The Garage Soho & The Business of Creativity Storytelling is fundamental to brand success, but sometimes creativity and bravery in marketing can be usurped by fear, budget constraints or other factors. The panel discuss how brands can remain creative and how this is essential to not only sell a product, but to create memorable experiences that resonate with consumers on a deeper level. Agencies often direct brands to be brands, without being brands themselves – something John argues is a mistake! By positioning themselves as brands with distinct beliefs and values, agencies can differentiate themselves from mere service providers and attract the right clients. This approach is exemplified by revolutionary ideas like Renault's e-mobility solution, which transformed the market by offering a unique value proposition. Our panel debate who is best suited to sell an idea to a client – is it the creator of that idea or an account manager. Presenting ideas to clients requires an understanding of their language and problems, and constructive criticism is essential for a healthy client-agency relationship. Philipp explains that he enjoys tension with agencies he’s buying from. “We try to build an environment where we, with our partners, have a relationship where we can have healthy tension” , he says. “This is the relationship, the culture of a partnership we want to build together with our agencies, because we feel that this produces the best work” . As well as tension, the panel discuss the role of ‘fear’ in good creative work. The panellists each recall stories of projects they worked on which, at the time, they were nervous about. John recalls one in-particular where a single different decision could have ruined the outcome. Upasana says “we fear that it's going to fail, and one of the best things that we can do is give ourselves the permission to fail once in a while”. Fear is almost imperative in the constant pursuit of good work! Click here to find out more about John’s course ‘The Business of Creativity’ and discover how creativity can take your business to the next level. Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
This week on The MCA Prodcast Pat Murphy talks to Carl Addy , Executive Creative Director at The Mayda Creative Co . Carl delivers ground-breaking visual work in design, digital media and immersive VR technology. He works in both live action and animation, combining his obsession with music with his knowledge of digital trends and film making. Carl explains the name ‘Mayda’, where it came from and how it embodies their company philosophy. ‘It's a bumpy ride, it has unknown outcomes and actually it's the treasures that you find along the way and the adventures that bond people together’, Carl says. He describes the workforce as creative collaborators who understand how to take something from zero script to final pixel. Carl reveals why he thinks it’s important for directors to write their own treatments. He admits it can be harder for directors who are not A-list to get the attention of the right people, but a great idea should always cut through and a director should be able to communicate a feeling better when writing the treatment themselves. ‘If you like how I dance, we’ll dance well together’. Carl also admits that it’s very hard to come up with a unique idea because everyone is competing for the same work, and utilising the same reference points. Carl talks about the jobs that he will gladly take on, and considers the rare occasion he might politely decline. Carl always prioritises ‘film school’, as he calls it; any project which gives him an opportunity to learn or try something new will very likely get the green light from him! Carl tells the story of a fascinating project where an advertising brief led to the creation of a real, hardware product; a next generation helmet that could help NFL coaches communicate in real-time with hard-of-hearing players. Find out more about it here. Carl also tells us about his band, Heavy Menthol which he describes as his opportunity to be daft and irresponsible; ‘exactly what you would imagine when middle-aged men get together and write metal songs and make a lot of noise’, he says. Watch Carl’s favourite ad: Flour Sacks during Depression-Era America Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
This week on The MCA Prodcast Pat Murphy talks to author and copywriter Paul Burke , the most successful radio writer and producer in the world. Paul’s written many of the nation’s most-loved commercials and won many awards for his work through the years. As well as being a published author, Paul has recently adapted two of his books for the big screen; films which are currently in development. Paul shares the reason for his passionate love of radio, and reveals how he was drawn to copywriting. Despite not loving literature at school, it was Paul’s sense of humour that got him noticed and he soon found his love for writing, specifically for audio. Paul looks back on his career, from the early copywriters he worked with that shaped his love of the medium, and considers how writing for radio has changed over the years. Paul explains what makes for good, effective copy and how copy can vary by platform. He also outlines the skill involved in copywriting and why powerful copy can be the difference between a successful campaign and an unsuccessful one. Paul also argues that talent is an issue in advertising; where our industry used to exclusively attract top creative talent, now talent can explore other avenues like social media, film, podcasting etc. This leads to a greater competition for talent. Paul and Pat revel in some showbiz name-drops, as they reflect on the best (and worst) celebrities they’ve worked with over the years. Paul shares a story of working with one person in particular who he considers to be the biggest perfectionist in the business and tells the story of why he one time had to stand up to a very demanding agent! Paul shares some of his favourite audio ads of all time, explains why he loves them and tries to dispel the myth that you can’t have an ad that is good, quick and cheap! Watch Paul’s favourite ad: Chevy’s – Mother’s Day Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
1 Matt Miller – The changing production process: How the workflow has evolved, and where next? 42:52
This week on The MCA Prodcast Pat Murphy talks to Matt Miller , President and CEO of the Association of Independent Commercial Producers (AICP). AICP represents the interests of independent companies that specialise in the production and post production of commercials in various media—film, video, digital—for advertisers and agencies. Matt looks back on his 30 years with AICP and considers how the industry has changed (or not) in that time. “I think probably more has stayed the same than changed” , he says. He also reveals how he ended up on The Today Show many times as a correspondent for all things advertising, often explaining the cultural phenomena of Super Bowl advertising to the US audience. Pat and Matt discuss the changing nature of production and procurement – how production costs vary around the world and why the US is amongst the most expensive. Matt explains the balancing act for any brand is between the value of US talent and expertise versus potential cost-savings elsewhere. They also discuss the shift we’re seeing where more and more creative agencies are bringing their production in-house. What does this mean for creative output and what are the broader implications for our industry? Is there a potential conflict where agencies may not provide the best outcome for their client? Also, what do these shifts mean for talent, talent development and people thinking about their career trajectory? Matt explores the dangers of AI and why he thinks strong regulation is required to safeguard our industry and protect the work of creatives. “We got so much wrong with the creation of social media and this is so much more powerful than social media. We need to get this right for the good of the world ” Matt says. Outside of work, Matt is a keen golfer and his family foster cats. Matt says about the cats in his home ‘I never know when one is going to show up!’. He estimates they’ve rescued over a hundred cats since COVID... Incredible! Watch Matt’s favourite ad: Nike – Tiger Woods’ Perfect Golf Swing Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
This week on The MCA Prodcast Pat Murphy talks with Wesley ter Haar. Wesley is the co-founder of Media.Monks, a digital-first marketing and advertising services company that connects content, data, digital media and technology services across one global team built from the bottom up. He sits on the boards of SoDA (The Digital Society) The One Club and S4Capital. Wesley shares with us how he went from being an intern at Vodafone, to founding Media.Monks, and then merging with S4Capital. Wesley explains how they set about establishing a company culture, whilst bringing two organisations together. How do you ensure company values remain consistent across separate geographical locations Wesley considers the revolutionary technologies in advertising production, such as Virtual Production and AI, and considers where we might go next. He considers the possibility that we may look back on VP as simply an bridge-gap between traditional production methods and AI. He also considers how the craft will improve as the ‘baseline’ for quality increases. As AI can produce a better product for less cost, agencies and advertisers will have to up their game to stand out! For creators, Wesley argues that understanding and utilising AI is similar to the advent of computers. ‘We used to say if you're a creative, try at least to get an understanding for coding. We're not expecting you to be a great developer, but it's really meaningful to understand the machines that have to translate your craft and creativity. I think it's the next version of that.’ Despite the threats posed by AI, Wesley describes himself as an optimist. He shares his view on the societal impact that technology could have on jobs and the economy and describes Elon Musk as a ‘doomer’ for suggesting that nobody will ever need a job! See Wesley’s favourite ad: Guinness – Surfer Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
This week on The MCA Prodcast Pat Murphy talks to John Hegarty , Co-founder and Creative Director at The Garage Soho & The Business of Creativity. He was a founding partner of Saatchi and Saatchi in 1970 and founded Bartle Bogle Hegarty in 1982. John looks back on his career, including launching Saatchi and Saatchi and reveals why his name isn’t above the door! He also tells the story of receiving his knighthood from The Queen and describes the event as ‘all the pomp without the pomposity’ ! When it comes to modern marketing, John argues that brands have a tendency to forget two crucial ingredients - persuasion and promotion. John suggests that many brands’ approaches to advertising can verge on stalking their audience rather than trying to engage them, and suggests ways this can be avoided. Have brands and advertisers become too obsessed and reliant upon measurement? Successful ads create empathy with the brand but ‘trying to measure that becomes an impossibility’ says John. John also suggests that brands can be persuaded too by market research and tend to avoid using gut instinct. He uses the example of Abba having recently celebrated the 50th anniversary of winning the Eurovision Song Contest with Waterloo. At the time, the British public gave the song nul points . That is arguably consumer research that didn’t suggest the song would do very well, however it went on to become a huge hit! John shares the creative process behind some of his most iconic ads, including the 15-year campaign for Levis. John explains the process that would involve creating as many as 50 ideas on paper, whittling them down, scripting and turning the best ideas into ads. What skills and specialisms are required to successfully turn an idea into reality? John also highlights the importance of music in advertising and explains why it should feature highly on any production budget. John and Pat also discuss what creativity is, fundamentally. How are we creative? How does our creative ability separate us from the rest of the animal kingdom, and to what extent can AI begin to replicate human creativity? John explains how you can take part in his course ‘The Business of Creativity’ and how it is for everyone in all organisations to help them understand the role of creativity and how it leads to success. It’s not just for creatives! For more from John, read his books: Hegarty on Creativity: There are No Rules Hegarty on Advertising: Turning Intelligence into Magic Watch John’s favourite ad: Volkswagen - Funeral Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast |…
This week on The MCA Prodcast Pat Murphy talks with Global CEO of MullenLowe Global Kristen Cavallo . Previously, Kristen stewarded The Martin Agency to great heights, including being named as U.S. Agency of the Year, Ad Age’s Agency of the Year and making the Fast Company Most Innovative Companies list. Kristen is a leading voice in the advertising industry, taking on important social and business issues, serving as a champion for equity and inclusion, defending the integrity of original creative ideas and operating as a firm believer that innovation is where growth thrives. Kristen's life is a tapestry of diverse experiences, from her childhood as an Army Intelligence Officer's daughter to her extensive world travels, all of which have contributed to her dynamic approach to leadership in the ad world. In telling the story of her career Kristen reveals how she finds strength in change, and drawing on a myriad of perspectives to invigorate brand narratives. Kristen explains how she strives to foster creativity and inclusivity at MullenLowe. She also explains how she’s worked to diversify her teams over the years and how that has in-turn helped her to be a better leader. “ Being able to have a team with more diversity allows me the ability to hear more perspectives before I come up with a decision and understand the implications of how that decision will land” , she says. It turns out that Kristen, despite being an advertising CEO, has never been to a film shoot! Hear how that has happened and why she doesn’t intend to change it. Whilst not a creative herself, Kristen believes that creative people can work well for organisations in the CEO role. “I think the people that make and dream up the products understand the business in a new and different way than maybe the people who understand the consumer like me” she says. ** Since recording, Kristen has announced she is leaving her position at MullenLowe to pursue a career in politics – something she alluded to in this episode. We wish her all the best for the future. See Kristen’s favourite ad: Ernest Shackleton – Recruiting for The Endurance Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
To mark the end of a really successful season 2, we bring you a very special episode of The MCA Prodcast as we look back on some of our favourite bits of advice that guests have given us over the last few months. Pat Murphy has been lucky enough to sit down with some of the real shining lights in our industry and we’ve covered so many different topics; from diversity and inclusion, to AI, virtual production, and the seismic shifts that have happened in advertising production in recent years. How important is storytelling in advertising and how heavily should brands rely on data to inform their content decisions? Where in the process of devising your next campaign should you begin to think about DE&I? Can AI generated content be copyrighted? Answering these questions and many more are: · Rishad Tobaccowala - Author, Speaker, and Podcaster · Efrain Ayala - Global Creativity and D&I Director at Reckitt. · Andrew Robertson - President & CEO of BBDO Worldwide · Nick Johnson - Global Head of Tech, Media & Comms at Osborne Clarke · Melania Kulczycka - Client Director at VuFinder Studios Season 3 of The MCA Prodcast will be landing in early 2024! Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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The MCA Prodcast
1 Andrew Robertson – Understanding the balance between what’s important and what’s interesting 35:36
This week on The MCA Prodcast Pat Murphy talks to Andrew Robertson , President & CEO of BBDO Worldwide where he’s worked with some of the world’s biggest brands including Meta, AT&T, FedEx, GE, Mars Inc., PepsiCo, SAP and Wells Fargo. He has been inducted into the American Advertising Federation Hall of Fame and currently serves on the Board of Hope Funds for Cancer Research. Andrew reflects on his first experience in sales – selling vacuum cleaners door-to-door in his local town. What lessons about sales and marketing did he take from that experience and can they be applied to selling on a global stage (rather than in the customer’s front room)?! Andrew reveals what makes a successful advertising company; the mantra at BBDO is ‘it’s all about the work’ – that if you have the best talent then the work will speak for itself. Andrew is unquestionably a people person and he also explains the importance of maintaining great relationships with those you work with; “You have to love your clients. If you choose to love your clients, generally, what you'll find is they'll love you back.” Andrew talks about the seismic shifts he’s witnessed in our industry – the invention of the internet, the advent of smartphones and now the arrival of generative AI. Andrew foresees a future where the ‘craft’ will be in knowing what to ask for in order to execute an idea in the best possible way. However, he doesn’t believe machines will ever be able to fully replace creativity as AI can only model on what already exists. “At some point, you have to have a leap, you have to have an idea” , he says. Andrew also considers the ‘landmines’ we’ll need to watch out for along the way, such as IP issues and bias. Pat and Andrew also discuss the role that humour can play in advertising and how certain subjects have, rightly, become no-go zones. That said, humour can still be incredibly effective in advertising – even at communicating a serious message. Andrew highlights how stand-up comedians were employed to great effect in BBDO’s powerful Sandy Hook campaign, where they delivered shocking lines from past mass shooting perpetrators. See Andrew’s favourite ad: The Economist – On the Edge of a Conversation Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
This week on The MCA Prodcast Pat Murphy talks to Anastasia Leng , Founder & CEO of CreativeX, a technology company that powers creative-decision making for the world’s best brands by helping them to measure creative efficiency, consistency, representation, and impact across all creatives worldwide. In this episode Anastasia talks us through the birth of CreativeX and how it works to measure creativity against a number of benchmarks – providing data in both pre and post-production. “I don't think you can do one without the other” , Anastasia says. Post production data can evaluate the success of a campaign and inform content decisions going forward, whilst pre-production data ensures your content teams are all ‘marching to the beat of the same drum’. Anastasia talks us through how CreativeX’s tech works; tagging content with micro-data, then grouping tagged content together under themes such as format, content, accessibility, suitability for certain platforms etc. This can then be correlated with performance data to see which tags led to greatest success. You could discover how many of your ads contained dogs, for example, or how diverse your cast has been, or how consistent your brand identity is across campaigns and so much more. This data can then be assessed to see how the campaigns performed in terms of building brand awareness and ultimately, increasing sales. One element that is hard to measure is creative excellence, as the barometer or measure of success will be different for each brand. However, Anastasia says there are macro themes that tend recur across the board: “ads that have a combination of representing the brand well, cutting through with consumers and ultimately achieving business impact.” Anastasia also shares her perspective on how the jobs market might change with the advent of AI, and what life lessons she plans on passing on to her children. An aspiring fiction writer too, she reveals how she regularly exercises her writing muscle. Watch Anastasia’s favourite ad: Snowbird – 1 Star Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
This week on The MCA Prodcast Pat Murphy talks to Melania Kulczycka , Client Director at VuFinder Studios. Melania has supported the execution of projects using virtual production technology for brands such as Beko, Bosch, Veet, Calgon, and many others. Vufinder is a virtual production studio that utilises LED screens, Unreal Engine, tracking systems, 3D environments and more. Melania explains how her fascination with technology took her to a career in virtual production via aerospace, even working for the UK’s Ministry of Defence. She explains how virtual reality was used for the first time to train soldiers for scenarios on the battlefield. From there Melania went into business with her father to launch VuFinder Studios. How does virtual production differ from older technologies such as green screen or back projection, and what benefits can it offer? Melania describes the enormous LED screen that her studio uses and how this provides a better end result, with a more natural performance from talent and less editing complexities such as the need to key out green-spill. Melania explains that VP offers clients ‘absolute freedom of creativity’ because you are not limited by, for example, the laws of physics. You don’t need to obtain permissions to film as you would on location and there are no variables that can’t be planned for. ‘You are limited only by your imagination’ . Melania also talks us through the areas in which AI can help in her role; from demonstrating an idea to a client before a record, to scanning real humans into Unreal Engine so their likeness can be used – even multiplying them so one person could appear many times in the same ad! Watch Melania’s favourite ad: Sony Bravia – Bouncing Balls Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email…
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