Any Insights Yet? With Chris Kocek podcast

35:23

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…

Any Insights Yet? with Chris Kocek

1
Transforming Challenger Brands into Category Leaders with Mark DiMassimo & Lesley Bielby at DiGo Brands 56:45

hace 18 weeks56:45

56:45

How do you take a challenger brand from number two and make it number one? And how do you do that with a relentless focus on positive behavior change? Those are the kinds of challenges that Mark DiMassimo and Lesley Bielby love to tackle at DiGo Brands, and over the past twenty years, they have elevated and re-energized numerous better-for-you brands, including Weight Watchers, Crunch Fitness, The Partnership to End Addiction, The Bronx Zoo, and Better Help, just to name a few. Whether they're making award-winning ads or redesigning a brand's identity from top to bottom, their work combines the latest findings from behavioral science with a unique blend of humanity, humility, and just the right amount of absurdist humor. Our conversation takes some wonderfully unexpected twists and turns as we try to decipher the motivating emotions surrounding embarrassment and the importance of teamwork when it comes to new business pitches. Some of my favorite aha moments talking with Mark and Lesley include: Their “go-for-the-jugular” approach when it comes to customer research How they turned HelloFresh from a challenger brand into the undisputed category leader The key research findings and creative executions that allowed Better Help to connect with a wider audience The insightful and entertaining ways they transformed Crunch Fitness into a national brand How Mark’s experience in his grandparents’ hair salon and Lesley’s experience as a hypnotherapist have shaped their approach to strategy and creativity Show Notes: Below are links to campaigns and other inspiring ideas that came up during our conversation. Campaigns Visit Oslo Movies “ Easy A” Trailer “The Secret Life of Walter Mitty” Trailer “The Holdovers” Trailer Podcasts Any Insights Yet? Episode 10: Andy Pearson at Liquid Death…

Any Insights Yet? with Chris Kocek

1
Reframing Risk & Doing Scary Stuff with Andy Pearson, VP of Creative at Liquid Death 36:01

hace 20 weeks36:01

36:01

What is risk? For most people, a risky situation is one where you’re exposed to danger. Put another way, it’s the possibility of something bad happening. But for Andy Pearson, VP of Creative at Liquid Death, the definition of risk takes an interesting detour. For Andy, the real danger is not that something bad will happen, but that nothing will happen at all. No reaction. No learning. No breakthroughs. Just a boring piece of creative, dead on arrival, completely ignored. That’s why, over the course of his career, Andy has developed a habit of pushing himself into uncomfortable situations and doing “scary stuff” so that he can explore ideas that most people won’t even consider. But scary stuff isn’t the same as doing anything. There is always a Liquid Death Logic underneath every idea that helps the team connect the dots between dumb ideas and smart ideas in unexpected ways. Some of my favorite aha moments talking with Andy include: Andy’s favorite activations at Liquid Death and why he loves them One of the scariest things Andy did early on in his career before Liquid Death that has shaped his outlook on risks and creativity The questions Andy likes to ask in brainstorms to push ideas even further How Liquid Death manages controversy and consistently transforms hate into something great The intriguing parallels between one of Andy’s hobbies (ultramarathons) and building a brand Show Notes: Below are links to campaigns and other inspiring ideas that came up during our conversation. Campaigns Mike Cessario getting a fan’s face tattooed on his body Limited edition corpse paint with e.l.f. beauty The Yeti Casket Cooler The “Freeze to Death” Cold Plunge Tank Limited edition Hot Fudge Sundae flavor with Van Leewan Ice Cream A partnership with Burton to create an unrideable snowboard called the Death Trap. A contest where you could win a free L-39 Aero jet called The Dehydrator. Cards Against Humanity Saves America Movies The Voyage Out by Barlow Jacobs (Coming Soon) Books Born to Run by Christopher McDougall…

Any Insights Yet? with Chris Kocek

1
Looking for Anomalies & Opportunities in AI Focus Groups with Ed Cotton, Chief Strategist & Brand Consultant 29:02

hace 22 weeks29:02

29:02

Why should strategists do focus groups with real humans if AI-enabled synthetic focus groups can yield an equally powerful aha moment at a fraction of the cost? That’s one of several challenging questions I explore with Ed Cotton, brand consultant and former chief strategy officer from Butler, Shine, Stern & Partners (BSSP). For the past 25 years, Ed has been at the helm of strategic planning in NYC, leading strategy for a wide variety of brands, including Amazon, Apple, BMW-MINI, Chipotle, EA, LG, Nestle, Nike-Converse, Unilever, and Wal-Mart. In today’s fast-moving marketing environments, where CMO tenures are shorter than ever, Ed sees a multitude of opportunities that AI can offer - speed, cost reduction, and more ways to connect the dots. But at the same time, he worries that the combined pressure of smaller budgets and tighter deadlines are creating situations where strategists are afraid to get out of the office or out of their comfort zone. Some of my favorite aha moments talking with Ed include: How to overcome insecurity as a junior strategist Why big data can sometimes be misleading and doesn’t necessarily lead to more insights Which categories are most toxic for focus groups and what to do if you’re doing research in one of those categories How one of Ed's favorite hobbies helps him see the world with fresh eyes A valuable life lesson that Ed learned from a creative director when he was just starting out as a strategist Show Notes: Below are links to inspiring ideas that came up during our conversation. Films (and books): Ed’s favorite recent book: The Anomaly by Hervé Le Tellier Annihilation - Movie Trailer (Here's the book ) Zone of Interest - Movie Trailer (Here's the book ) Campaigns AirBnB Original Belong Anywhere Campaign Spot AirBnB 1/2 Billion Guest Arrival Campaign Spot Other Miscellaneous Musings Ed’s Substack - Provoke Ed's Podcast - Inspiring Futures…

Any Insights Yet? with Chris Kocek

1
Why Context is Everything with Tim Malefyt, Business Anthropologist and Clinical Professor at Fordham Gabelli School of Business 44:16

hace 24 weeks44:16

44:16

Tim Malefyt has an amazing ability to make the familiar strange. He does this by doing deep, ethnographic research, helping brands uncover hidden consumer truths through a combination of carefully constructed activities and thoughtful conversation. As a business anthropologist, Tim’s research methodologies and key findings have helped re-energize a number of big name brands across multiple categories, including Campbell’s, Gillette, FedEx, HBO, Revlon, PepsiCo, Cadillac, Crayola, and New Balance. For Tim, context is everything. If you want to understand a person’s behavior, you have to talk to them in the right context. That means getting them out of the focus group room, putting away the interrogation pad of paper, and talking with people in the environment where the behavior in question naturally takes place. Because as Tim puts it, “It is in the doing, in the action, that the ‘knowledge of the body’ starts to come through.” Some of my favorite aha moments talking with Tim include: Reframing Campbell’s “dinner dilemma” into something more creative and communal The surprisingly social nature of driving and the challenge that poses for self-driving cars Different metaphors one can use during interviews for more meaningful truths How to check for and overcome gender bias in research projects The way Tim’s experience as a ballet dancer has influenced his approach to research Show Notes: Below are links to books, and other inspiring ideas that came up during our conversation. Tim’s favorite recent book: The Overstory by Richard Powers Another great book: Metaphors We Live By by George Lakoff and Mark Johnson…

Any Insights Yet? with Chris Kocek

1
Thinking Inside The Box More Creatively with Dan Cohen, Executive Creative Director at Saatchi New York 45:34

hace 26 weeks45:34

45:34

Dan Cohen loves a good challenge. Tell him he can’t say something in a campaign headline and he’ll find a creative way around it, to the delight of clients and customers alike. Over the past thirty years, Dan’s creative, collaborative approach has helped a wide variety of brands in commoditized categories, including Bounty (paper towels), Charmin (toilet paper), Pampers (diapers), Pepto-Bismol (digestion), and Puffs (facial tissue). He’s also worked on the other side of the advertising spectrum, re-energizing luxury brands like Rolex, DeBeers, and Bentley. No matter what he’s working on though, Dan always manages to find those aha moments hiding in plain sight - in data points, personal experiences, and in casual conversations with his creative teams. Some of my favorite aha moments talking with Dan include: The data point that became a powerful springboard for Bounty’s latest campaign How to build awareness for brands in commoditized categories Charmin’s creative activations in unexpected places like Pottypalooza and Times Square How Gen-Z has upended the traditional approach to linear storytelling The summer job Dan had in college that taught him a valuable lesson Show Notes: Below are links to campaigns, books, and other inspiring ideas that came up during our conversation. Wingmen Gronk & Julian Edelman Spill the Sauce on Their Patriot Days Lions - Bounty Wingtracker Campaign | The Work Charmin Restroom Activation in Times Square Charmin Rollbot at the Consumer Electronics Show Charmin Toilet Tunes - TikTok Charmin Toilet Tunes - Spotify Heinz Tilted Ketchup Label Dan’s Favorite Recent Book - James by Percival Everett…

Any Insights Yet? with Chris Kocek

1
How to Add Magic To Your Next Campaign with Magician-Strategist Mike Jacobson from America’s Got Talent 42:40

hace 28 weeks42:40

42:40

A great magic trick, like a great creative briefing, begins long before everyone gathers in a room. To the general public, Mike Jacobson may be best known for his magic show performance on America’s Got Talent in 2023, but for the past decade in the business and advertising world, Mike has brought his unique methods to strategic briefings and creative campaigns for a wide range of clients, including Oreo, Subway, Comedy Central, Paramount, and other MTV Networks. Some of my favorite aha moments talking with Mike include: The surprising overlaps between magic, mentalism, and marketing How to take a simple card trick (and a creative briefing) to a level 10 engagement Mike’s terrible interview at 72andSunny and how he turned it around to get his first job in advertising The secret to priming your audience to be more receptive to your message How to get and hold people’s attention in an era of shrinking attention spans The importance of confidence and mystery in modern marketing Show Notes: Below are links to campaigns, books, and other inspiring ideas that came up during our conversation. Mike’s performance on America’s Got Talent The Last Barf Bag - Dramamine Steve Martin Documentary Trailer on Apple+…

Any Insights Yet? with Chris Kocek

1
How to Make the Invisible Visible With Sascha Mayer, Co-Founder at Mamava 50:43

hace 30 weeks50:43

50:43

Sascha Mayer knows what it’s like to be invisible. Like so many new moms nursing their children, if she wanted to nurse or pump when she was away from home, her options were often limited to a bathroom stall, an unattended room, or a parked car. But it was around Labor Day weekend in 2006 that an article in the New York Times and a confluence of other events inspired a question that would change her life’s trajectory. “Why are these women who are so visible to me so invisible to everyone else?” That question - and the answers that followed - led Sascha and her co-founder Christine Dodson on a seven year journey to create Mamava, a revolutionary lactation pod for on-the-go moms (and dads) who need a clean, comfortable space for nursing, pumping, or bottle feeding. From the first location in 2013 at the Burlington International Airport to more than 5,000 Mamava locations today, Sascha has channeled her bodacious optimism for mission-driven brands into the Mamava ecosystem, transforming a topic that was once invisible into something that is now highly visible, approachable, and welcoming. Some of my favorite aha moments from our conversation include: The process of coming up with a memorable name and provocative logo for Mamava Breaking down barriers and raising awareness around the topic of lactivism Finding key partners and “pollinators” to help carry the message and mission of Mamava Sascha’s favorite Mamava pod location and why it’s special to her The importance of expanding the Mamava ecosystem from physical pods to a user-friendly app The critical branding and ethnographic research lessons Sascha learned while working for Bernie Sanders and brands like Seventh Generation and Burton Snowboards Show Notes: Below are links to campaigns, shows, and other inspiring ideas that came up during our conversation. Swehl Campaign in Times Square featuring Molly Baz The Rehearsal - Trailer Frida - The Motherload of Labor and Recovery Must Haves The Bodacious Optimist Podcast Heavyweight Podcast - Episode 24 - Jimmy and Mark…

Any Insights Yet? with Chris Kocek

1
Easy ways to Cut the Crap and Build Something Great With Alex M H Smith, Author of No Bullsh*t Strategy 35:35

hace 32 weeks35:35

35:35

There are a lot of strategy documents in the world. Briefs. Decks. White papers. Books. According to Alex M H Smith, most of them are full of shit. Impenetrable, calcified, piled-high bullsh*t. That’s because, despite all their words and charts and graphs, these so-called strategies fail to inspire action . And that’s what Alex wants to change in the world of strategy. With his book (No Bullsh*t Strategy) and his consultancy (BasicArts.org), Alex is on a mission to help brands differentiate themselves through bold, decisive action. Some of my favorite aha moments talking with Alex include: The difference between a bullshit strategy and a no bullshit strategy How to redefine your competitive set to create a category of one The surprising lies that most marketers believe when it comes to targeting How to maintain differentiation when when copycats come in with commoditized claims How to reduce your strategy down to just one word Show Notes: Below are links to campaigns, books, and other inspiring ideas that came up during our conversation. No Bullsh*t Strategy - Alex M H Smith Atomic Habits - James Clear Grenade Protein Bars - UK Alex’s favorite recent good book - The Matter with Things by Iain McGilchrist…

Any Insights Yet? with Chris Kocek

1
Putting “What If” At the Center of the Creative Brief with Shobha Sairam, Chief Strategy Officer at 22 Squared Inc 44:22

hace 34 weeks44:22

44:22

For over two decades, Shobha Sairam has worked on a wide variety of brands at a number of agencies around the world, including Leo Burnett, Mother, Deutsch, and The Community among others. Most recently, Shobha has led strategy at 22 Squared Inc, based out of New York, where she and her team have breathed new life into brands like Baskin Robbins, Party City, Publix, and Toyota. Over the years, Shobha’s research for different brands has exposed her to a variety of sensitive and challenging subjects, including sexual wellness, banking, and the American Dream, and her process for getting to the heart of people's feelings around such complicated subjects is inspiring. Some of my favorite aha moments talking with Shobha include: The surprisingly complex reasons people have sex and how those reasons led to the evolution of the K-Y brand Moving beyond the classic problem-solution formula that most brands adhere to The impact Gen Z has had on brands and storytelling across multiple categories Re-framing the banking industry away from the standard idea of “financial freedom” toward something more poignant and provocative Transforming “What is” to “What If” in creative briefings and client work sessions to consistently get to more effective, engaging work Show Notes: Below are links to campaigns and other inspiring ideas that came up during our conversation. Oatly - Forced Perspective Campaign Shobha’s most recent favorite book - The Sword and The Scimitar…

Any Insights Yet? with Chris Kocek

1
How Honor and Vengeance Can Grow Your Brand with Brent Vartan at Bullish Inc. 35:24

hace 36 weeks35:24

35:24

Most ad agencies have clients. That’s not exactly the case with Bullish Inc. Started in 2015 by Michael Duda and Brent Vartan, the co-founders of Bullish asked a provocative “what if” question that re-envisioned what an agency could be to help maximize a new brand’s success. Their question: “What if we invested in early stage brands by providing actual money along with world-class strategic and creative services?” That question and their counterintuitive approach to brand-building has led to some impressive results for brands like Warby Parker, Harry’s, Casper, Peloton, Hu, Care/of, Nom Nom, and many more. Some of my favorite aha moments talking with Brent include: Exploring immutable human desires like family, honor, idealism as key starting points for brand-building. The role of vengeance as a rallying cry for brands and consumers How chasing after the lowest cost per acquisition is not always the best way to grow a brand The evolution of ecommerce to consultative commerce Brent’s secrets for getting consumers let down their guard during research Show Notes: Below are links to campaigns, books, and other inspiring ideas that came up during our conversation. Jolly Rancher and the Jolly Rancher Sunday Lawns - The Old Way Campaign Spot The Psychology of Columbo Brent’s favorite recent book - Never Split the Difference by Chris Voss…

Any Insights Yet? with Chris Kocek

1
Transforming Clients and Customers Into True Believers with Seth Gaffney & Marika Wiggan at Preacher 54:04

hace 39 weeks54:04

54:04

Curiosity, conviction, and a desire to get out of one’s comfort zone - these are just a few of the characteristics that Seth Gaffney and Marika Wiggan look for in strategic candidates at Preacher, and it’s this non-traditional approach to finding talent and building campaigns that has led to Preacher’s continued success, winning them Small Agency of the Year for four of the last five years. Some of my favorite aha moments from our conversation include: Discovering the very different ways Seth and Marika broke into the world of advertising Scrappy techniques for learning about customer pain points and mapping out the customer journey The way Preacher is leveraging AI in their strategic work Funny and insightful stories from their work on Tommy John, Tecovas, Favor, WeTransfer, Sport Clips, and Foot Locker The personal advice from parents that have shaped their approach to the work they do every day Show Notes: Below are links to campaigns, books, and other inspiring ideas that came up during our conversation. Clipper Confessions - Tashanee Williams and Zachary Stubblefield understand from first hand experience with focus groups that bad research environments lead to bad answers which result in bad learnings and bad representation. So they took focus groups out of the focus group facility and into the Barbershop with Rich “Smash” Payne. Questions include: “What’s the dopest thing about black culture?” and “If a CEO was sitting in the shop right now, what advice would you give them to better support black people?” The answers are nuanced, rich, and revealing. A few campaigns from Preacher: Tommy John Campaign - No Adjustment Needed Vital Farms Campaign - Bullsh*t Free Eggs Tecovas Campaign - Don’t Go Gently Favor Campaign - How Texas Orders In Foot Locker - The Heart of Sneakers A few campaigns that Seth and Marika admire: IKEA - Proudly Second Best Amazon - Spend Less on Your Kids Capri Sun - Wireless Kid-Noise Canceling Technology Favorite Books Marika’s favorite recent book - Big Swiss Seth’s favorite recent book - Go Ahead in the Rain: Notes to a Tribe Called Quest…

Any Insights Yet? with Chris Kocek

1
Any Insights Yet? Trailer 1:08

hace 42 weeks1:08