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The Fuel Podcast
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Welcome to The Fuel Podcast, your ultimate guide to understanding the captivating world of creative marketing and how agencies manage to drive growth. Hosted by Keith Smith, a seasoned creative agency new business leader, this podcast aims to unravel the mysteries behind the success of creative agencies worldwide. From crafting memorable brands to forming efficient teams and attracting clients, we dive deep into the art of creative marketing.
We explore the essence of creativity in the realm of marketing. How do creative agencies spark innovative ideas that captivate audiences? We delve into the environment that allows wild and imaginative creative directors to summon their muses and generate ideas that stand the test of time. Keywords: creativity, innovation, marketing ideas, imaginative, creative directors.
What makes a brand unforgettable? We examine the power of a single great idea and its potential to leave a lasting impact. We dissect the elements that contribute to the memorability of brands, exploring taglines, jingles, and social media campaigns that become cultural phenomena. Keywords: memorable brands, impactful ideas, taglines, jingles, cultural phenomena.
Behind every successful creative agency lies a cohesive team. We delve into the dynamics of how diverse talents and skills come together to form an efficient unit. We uncover the secrets of team collaboration, communication, and synergy that drive creative agencies forward. Keywords: team dynamics, efficient collaboration, diverse talents, communication.
Clients are the lifeblood of any agency. What attracts clients to creative agencies and how can agencies can foster lasting relationships? We explore the art of effective client acquisition, networking, and showcasing a unique value proposition that resonates with clients. Keywords: attracting clients, client acquisition, relationship building, value proposition.
The creative marketing landscape has evolved over the decades. We draw parallels between the golden era of the 1970s, 80s, and 90s and today's digital age. How has the process of creativity, client engagement, and marketing changed? We reflect on the past and glimpse into the future. Keywords: evolving landscape, creative marketing, digital age, past vs. present.
Join us as we interview legendary figures from the advertising world on both sides of the Atlantic Ocean. These industry pioneers share their insights, experiences, and perspectives on the evolution of creative marketing. We tap into their wisdom to uncover the timeless principles of successful agencies. Keywords: industry pioneers, advertising legends, insights, experiences, creative marketing.
Our journey takes a deeper dive into pressing industry topics. From Diversity & Equality and Inclusion to Greenwashing, Corporate and Social Responsibility, Remote and Flexible Working, and the impact of Artificial Intelligence, we explore the critical issues that shape the future of creative marketing. Keywords: Diversity & Equality, Greenwashing, Corporate Responsibility, Remote Working, Artificial Intelligence.
The Fuel Podcast is your passport to a world of creativity, growth, and innovation in the realm of creative marketing. Join us as we uncover the secrets behind the success of creative agencies, one episode at a time. Whether you're an industry professional, marketer, or simply curious about the world of advertising, this podcast promises insights, inspiration, and a deeper understanding of the art of creative marketing. Tune in, learn, and fuel your passion for creativity.
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197 Episodes
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Creative agency procurement expert Tina Fegent explains how her process helps CMOs navigate their marketplace and get the right solution and the best value.
We discuss the power of independent agencies and how they can compete against the big HoldCo agency networks.
Why diversity is an agency superpower, how to increase the odds of getting on the short list, the importance of creativity, how procurement solves business problems, agency remuneration models, whether public sector work is worth chasing and the efficiencies of artificial
intelligence.
Tina’s LinkedIn profile here: https://www.linkedin.com/in/tina-fegent-fcips-2103573/
Tina Fegent Limited: https://tinafegent.com/
Tina Tells – latest edition:
https://www.linkedin.com/feed/update urn:li:activity:7311144893765087233/
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We are on the cusp of a fundamental shift in the role that journalism plays in our lives. Terms like “Fake News” exist to downplay scandal, social media has unchained hate and negativity and allowed those with the most money to have biggest voice and to punch down on anyone who speaks out against them.
Public Relations stands at the vanguard of democracy right now, defending free speech, diversity, climate change and exposing hypocrisy and cruelty.
As Chairman of PRovoke Media, Paul Holmes is the figurehead for the world’s public relations business.
If you need to know what’s what in the increasingly influential world of public relations, anywhere in the world, then you’d better speak to Paul.
Show notes:
Paul Holmes’ LinkedIn page: https://www.linkedin.com/in/paul-holmes-4255475/
Provoke Media: https://www.provokemedia.com
The Ivan Fernandes LinkedIn article: https://www.linkedin.com/posts/ivanfernandes1_strategy-wpp-accenture-activity-7276729033378136064-3gVp?
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Are you winning enough business? And when you do win business, is it regular enough and is it the right kind of business? Have you been ghosted? Are clients not revealing budgets until the last minute? Have you had your pitch ideas stolen? Above all – how do you know how much business to win?
All these questions and more are addressed in the new blockbuster PR agency new business report from the PRCA. ‘Pitch Forward’ is an astonishingly detailed survey of PR agencies around the UK on the critical issue of new business.
The report gets up close and personal with PR agencies on their new business habits and more importantly, those of their clients and prospects.
Debbie Little is the PRCA’s ambassador for growth, heading up its Matchmaker service which helps clients find the right agency partner and in conjunction with 3 Gem Research & Insights and PR Software company Muck Rack, Pitch Forward covers every aspect of the pitch process and analyses what works, what doesn’t and how to make sure that you pitch to the right companies at the right time, regularly.
This is a fascinating journey through one of the most secretive aspects of agency leadership.
Show notes
Muck Rack: https://muckrack.com
3 Gem: https://www.3gem.com
Debbie Little’s LinkedIn profile: https://www.linkedin.com/in/debbiejackson2017/
PRCA’s new web site: https://www.prca.global/
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Everything you need to know about how to target, grow and thrive in China and the Far East with expert consultant Domenica Di Lieto of Emerging Communications agency.
You’ll learn how important it is to develop a bespoke approach to planting and growing your business in a market governed by a completely different value system.
You’ll hear predictions for business in the Chinese New Year of the snake and learn about the incredible speed of change in culture and business infrastructure.
Learn some of the common business assumptions and why it’s so important to know your new customers and your competitors.
We discuss how the sales process works in China and how the consumer mindset works.
We also discover how the work from home and the 886 culture works as well as hearing about all the new growth opportunities in Asia.
Show notes
Domenica’s LinkedIn profile here: https://uk.linkedin.com/in/domenicadilieto
Domenica’s company web site here: https://www.emergingcomms.com
Free handy documents about doing business in China
https://www.emergingcomms.com/guide/china-b2b-marketing/
https://www.emergingcomms.com/guide/china-marketing-strategy/
https://www.emergingcomms.com/guide/chinese-student-recruitment/
https://www.emergingcomms.com/webinars/chinese-social-search/
https://www.emergingcomms.com/webinars/china-brand-localisation/
https://www.emergingcomms.com/resources/chinese-influencer-guide/
Healthcare white paper
https://www.emergingcomms.com/blog/chinas-healthcare-evolves-opportunities-for-more-innovative-product-growth/
https://www.emergingcomms.com/blog/livestreaming-for-pbsa/
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Peter Souter legendary copywriting genius of the advertising industry and now Co-Producer of Netflix’s animated Christmas hit ‘That Christmas’ with ‘Four Weddings and a Funeral’ and ‘Love Actually’ Director Richard Curtis.
It’s an epic production starring Brian Cox, Bill Nighy, Jodie Whittaker, Fiona Shaw, India Brown and a galaxy of talent, including musical assistance from Ed Sheeran.
And Peter is here to tell us all about it and make sure we all book at least one viewing of it on our Netflix wish list.
We discuss how the movie came into being and what it’s like working with all that talent. We discuss the connection between Walberswick and Stellar Street and why you should always surround yourself with incredible talent.
Peter tells us why it’s important to pay attention to the numbers but to avoid the reviews in this Neo Hollywood landscape and we learn how he uses positive reinforcement.
How are Peter’s advertising and creative skills useful in film making and how good is his Christmas trivia knowledge? It’s all wrapped up in a bow by discussing the other greatest Christmas movie ever made.
Peter is an advertising industry A-lister and now he’s a movie big wig too! We were so lucky to snag him for the show and it was an incredible hour.
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TEDx luminary, leadership mentor and coach, now book author, Peter Anderton is on the show to give us a historical lesson in great leadership.
In this show, Peter reveals the simple methods that anyone can learn about how to be a great team, business, sporting, family or company leader.
The secret hacks that will improve your leadership style, learning from the greats of the past.
Peter explains how a kid’s TV game show from the 70’s simply explains all you need to know about motivation and inspiration.
Peter also turns the tables and puts Keith under the spotlight; to examine his perceptions of leadership and he rates his old bosses from best to worst!
You can implement these rules whether you’re a company of one, or a leader of many, and we tell you how you can take a free test to find out what areas you need to improve.
How to focus on the stuff you can control and lessons from Nelson Mandela and Elon Musk’s weaknesses.
The power of positive belief, saying nice things about people behind their back.
How to listen and practice gratitude and why appreciation goes a long way.
Show notes:
Peter’s LinkedIn profile here: https://www.linkedin.com/in/peter-anderton/
Take the test to see how you measure up as a leader! https://theinspirometer.com/
Alison Jones’ highly recommended book writing course: www.alisonjones.com
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How can AI help creative agencies win business and get up to speed on any sector or area of business fast?
Justin Wohlstadter is the inventor and founder of Waldo, one of the leading AI-powered research and analytics tools, used by some of the world’s leading creative agencies.
Our sponsor – The Advertist has been using Waldo for some time and it’s given the new business platform a massive advantage.
Justin has been working in the field of AI, technology investment and agency research since the start of the century and Waldo provides support for agency pitches, brand strategy and creative work by reducing the sheer time and effort required to research and verify insights and reports.
Find out how YOU can leverage the advantages of Waldo for your business, because like it or not, AI is here to stay and you’re either part of the future, or left behind in the past.
How much can we trust AI research?
How AI can help the creative process
How humans and computers can coexist and how agencies can embed simple AI technology into their business model.
Show notes
Justin’s LinkedIn profile here: https://www.linkedin.com/in/justinw/
Sign up for a free trial of Waldo here: http://waldo.fyi
Some compelling research: https://www.dba.org.uk/2024-what-clients-think-report/
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What makes podcasting such a great advertising platform?
Should you make your own podcast or advertise on existing ones?
Is your story compelling enough to build an audience or is it better to leverage any one of the established 4 million plus podcast hosts?
How podcasts can be used to train your people and help build a remote workforce.
Jason Falls is the CEO of Marketing Podcast Network (www.marketingpodcasts.net) and in this exclusive interview, we discuss how powerful podcasting has become to helping brands target a premium audience.
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Is your company pet holding your agency’s sales back?
Is your leadership giving out leader-ick vibes?
Agencies often think they know what makes a winning creds or pitch deck, web site or even presenter, but if that were the case, you’d win more pitches, right?
Steve Fair of Sponge NB is an expert in agency credentials targeting,
preparation and presentation and in this show, he gives us a simple list of do’s
and don’ts for advertising, marketing and PR businesses.
He outlines what creds and pitch decks are supposed to say, what to leave in and what to leave out, where to meet, meeting length, meeting chemistry, web site hierarchy, personalisation and the art of cold outreach.
Show notes
Steve’s LinkedIn page
https://www.linkedin.com/in/spongenb/
Sponge NB’s web site
http://www.spongenb.com
Sponge’s LinkedIn new business shorts:
https://www.linkedin.com/feed/hashtag/?keywords=newbusinessshorts
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If a picture is worth a thousand words, then what does your LinkedIn profile say about you?
Your LinkedIn profile copy, posts and pictures should all be carefully crafted to convey the message you want to give. And so are your prospects’.
This gives you a fantastic opportunity to learn more about the person or company that you’re looking to sell into.
But how do you decode the hidden cues and clues that could mean the difference between you being an also-ran to pole-position contender?
If your LinkedIn profile and web site simply and effectively displayed what you do and how you do it, then you’ll automatically have a 60% greater chance of converting the client.
Nancy Zare is the LinkedIn Whisperer. By day, she helps companies and sales professionals achieve high-quality results by using her psychology background to analyze their prospect targets’ LinkedIn profiles and web presence.
By night she rescues dogs!
Nancy’s in-demand talents for helping sales teams are legendary in the USA but not so well known in the UK, but now she’s been on the show, that’s all about to change!
Even the most talented, service-minded people stumble on sales calls, either because they are unsure of how to sell effectively or by accepting "no" too quickly. Her company Rapport Builderz teaches business people to overcome these obstacles to make more money with confidence and ease with her AlikeAbility(TM) System. Helping them understand and communicate like their buyers.
She’s like a forensic detective who uncovers subtle insights that elevate any sales pitch and give every sales call the best possible chance of success.
This show is a masterclass in salescraft techniques that can give your new business effort a boost.
And Nancy is also offering a free exclusive LinkedIn profile audit, to help you see how your LinkedIn profile measures up and give you tips to help you optimize it.
This show perfectly aligns with our mission for 2024 of uncovering the intangible elements of the sales process and is a must-listen for anyone interested in the clever techniques that some might call ‘special sauce’ in new business.
Show notes
Nancy’s LinkedIn profile: https://www.linkedin.com/in/nancyzare/
And don’t forget she is offering a FREE LinkedIn profile audit
Nancy’s web site: https://rapportbuilderz.com
The Farm Dog Rescue Project: https://thefarmdogrescue.com/farm/
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Female British Entrepreneurs need to behave like American male founders.
With a change in government in the UK, what initiatives should they focus on to help grow the economy through innovation and entrepreneurship?
We can either tax our way to prosperity or grow our way to success on the world stage.
Or both.
Julie Thompson-Dredge, founder of Frame PR is at the cutting edge of the start-up world and among other duties is responsible for comms for the Made in Britain campaign and she’s passionate about helping founders to develop their start-up’s narrative so they can effectively communicate their marketing messages.
In this show, we discuss the basics of promoting a start-up business, using effective low-budget marketing tools and tricks, and also how to develop a captivating story designed to attract funding.
Key to this discussion is the urgent need to create the right environment for female entrepreneurs to flourish, and how Julie helps British women founders behave like American male entrepreneurs.
A fascinating discussion for anyone interested in the world of start-ups, funding and new economic drivers.
Show notes:
Julie’s LinkedIn Profile here: https://www.linkedin.com/in/julie-thompson-dredge-336ab33/
Grace Beverley
https://www.linkedin.com/in/grace-beverley-574a10102/
Anne Boden - Starling
https://www.linkedin.com/in/anneboden/
Mary Portas
https://www.linkedin.com/in/mary-portas-2420108a/
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Marketing budgets are increasing, and yet creative spend is decreasing.
Clients want more creative for less.
This podcast teaches you how to find those efficiencies, using working examples in the retail and B2B sector.
My guest is Michael Veitch, ex-Saatchi & Saatchi New Zealand and a seasoned digital master, whose new company OutcomePath helps companies across all sectors find their online MOJO.
He explains why copying the competition can be one of the easiest mistakes to make; ignoring your organisation’s DNA can become costly and is sometimes fatal. We examine what happened at The Body Shop and how disaster could have been avoided.
Mike also has some wonderful advice for anyone looking to acquire and relaunch the retailer, as well as providing handy tips for measuring your company’s online performance and making sure it matches the offline experience.
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Mike's LinkedIn profile here: https://www.linkedin.com/in/mcveitch/
OutcomePath web site here: https://outcomepath.co.uk/
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The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.
Nick Asbury, creative writer, corporate purpose critic, poet, songsmith, humorist and author of the new blockbuster book The Road to Hell, discusses his perspective on how the advertising and marketing business became consumed with the idea of doing good to the detriment of everything else.
We cover the wide and varied reactions to the book from the industry, the rights and wrongs of BCorp, Edelman's Trust Barometer, the link between tobacco & purpose marketing, Paul Feldwick's superb definition of "creativity", Nick Cave and AI and how ChatGPT's creator OpenAI has switched its purpose-driven goals.
Show notes:
Nick’s LinkedIn profile here: https://www.linkedin.com/in/nick-asbury-2573322/
Asbury & Asbury web site: https://www.nickasbury.com/
Buy the book: https://www.nickasbury.com/writing/roadtohell
Paul Feldwick’s definition of Creativity: https://adassoc.org.uk/credos/what-does-creativity-mean-in-advertising/
Stephen Fry reads Nick Cave’s letter about ChatGPT: https://www.youtube.com/watch?v=iGJcF4bLKd4
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Discussing the findings of a massive survey of creative agencies and their clients, actor, coach and business presentation guru Catherine Allison gives advice on how to make business presentations, talks, seminars and online meetings fun, engaging, entertaining and most of all, memorable.
Catherine uses her extensive career in the spotlight to help remove the ‘resent’ from presentations, put the ‘power’ in Powerpoint, and the ‘we’ in webinar.
Catherine gives simple tips on how to win pitches through the unspoken and spoken power of communication. She teaches us how to stand tall, how to imagine our own dragon tail, overcome nerves and deliver powerful messages in person, online and on the phone.
Included totally free-of-charge in this podcast is a simple method of structuring a sales pitch that delivers all the right feels, based on classic acting know-how.
Show notes:
Catherine’s LinkedIn profile, here: https://www.linkedin.com/in/catherinea/
Catherine’s company web site here: https://mastertheart.co.uk/
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The undeniable link between advertising and entertainment explained by Paul Feldwick, the author of ‘Why Does the Pedlar Sing?’
Paul’s investigation into this subject began a few years ago when he worked in senior planning roles in some of the world’s biggest advertising agencies.
As our focus on metrics and data increases, it seems our understanding of the basic principles of marketing is similarly decreasing.
Since the first time a person sold another person something, we’ve always tried to make it an enjoyable experience and the industry-wide pearl-clutching over the apparent lack of creativity in our profession can be easily explained by an expert of Paul’s calibre.
This is as enjoyable a podcast as I’ve ever done and Paul is a wonderful storyteller. The show was a revelation to me, as it triggered memories of my own childhood and a series of artworks called ‘The Cries of London’.
Join me as I ask Paul – Why does the Pedlar Sing?
Show notes:
Paul Feldwick’s LinkedIn profile here: https://www.linkedin.com/in/feldwick/
Buy the book ‘Why Does The Pedlar Sing?’ here: https://a.co/d/129x0ms
Learn more about your ad choices. Visit megaphone.fm/adchoices
Retail stores need to do everything they can to entertain and retain their walk-in customers, and on a wider basis, brands are fighting for an increasingly tougher share of their customers' attention.
Sound is the new frontier of marketing and AVC Music specializes in matching brands to audio content. Managing Director Euan McMorrow is ex-radio industry DJ and producer who knows a thing or two when it comes to audio marketing.
In this show, I sit down with Euan to discuss the history and potential of branding in the audio landscape. We discuss in-store audio, news, podcasts and the music industry and Euan gives listeners 3 fascinating tips for launching a podcast.
Show notes:
Euan's LinkedIn profile here: https://www.linkedin.com/in/euan-mcmorrow/
AVC Music web site here: https://avcmusic.com
Learn more about your ad choices. Visit megaphone.fm/adchoices
Some incredible agency management advice from David Meikle - former Director of Ogilvy London and Head of Ogilvy Russia.
Alongside his role of advising some of the world’s biggest brands and agencies on their strategic marketing advice, he’s the author of two pivotal books –“ How to Buy a Gorilla" and “Tuning Up” which have been helping brands and agencies create greater value together, many of which he has then supported with marketing transformation, pitch management, training and workshops”
This show is an in-depth look at the key highlights of both books and offer sound advice and data to help your agency become pitcher perfect!
Subjects include:
Agency investment models
Product development strategies
The triangle of doom
Monkey House logic
What areas CMOs need to ask for help with
New business prospecting tips
The awfulness of learned hopelessness
Selling petrol
Companies wasting effort and time with wildcard pitches
The self-propelling business model
All delivered in a light-hearted, but informative conversation.
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Howard Gossage - often dubbed the "Socrates of San Francisco," revolutionised advertising in the 1950s and 60s with his unconventional and humanistic approach. So it took two equally unconventional and humanistic creatives - Steve Harrsion and Dave Dye, to write - no, craft - a book documenting some of the most captivating and exemplary pieces of Gossage's short but prolific career, producing a form of advertising so ahead of its time that we're only now catching up with it.
The problem is, that, like the man in the river surrounded by crocodiles, we’ve forgotten that the original objective was to get to the other side.
We’ve forgotten the point of advertising - and that is to entertain.
Gossage was a born showman and it lived and breathed in his work, which is what makes it sadly unique.
If you’ve never been Gossaged before, I suggest you start here. If you have, then I hope you’ll appreciate this podcast and an opportunity to reminisce on a lost period of advertising that we still have a chance to reclaim and make advertising great again.
Thank you to Steve Harrison and Dave Dye for a memorable podcast. If it sounds a bit jumpy, I apologise and hope that it doesn’t spoil your listening enjoyment. We had to record it in two goes and splice the best bits together because of a technical SNAFU.
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Who are you?
Director, Relater, Socialiser or Thinker?
Who you are – how you communicate and who you’re communicating to, depends on knowing this.
Grant Thornton says that within this decade, every leader of every dynamic organisation will need to have a clear strategic vision and be able to articulate that to the business.
This is important stuff, and as part of The Fuel Podcast’s quest for answers to how we communicate better as humans, our sponsor The Advertist has teamed up with author and business coach Trenton Moss to give you a FREE workshop, so you can begin your journey of greater communication discovery!
On Tuesday 5th March at 1pm, Trenton is offering friends of The Advertist a free workshop to hear how the contents of his best-selling book ‘Human Powered’ can be implemented in your agency.
He’s doing this exclusively for The Advertist, so don’t miss out on this amazing opportunity.
Take part in this fun hour of a workshop.
https://forms.gle/m7mwc52Xnoii5DraA
It’s so good, we’ve all done it.
Book your place now and we look forward to seeing you.
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What effect does faith have in the sales and marketing
process?
Whether you’re a religious person or not, belief in things
yet to happen is part and parcel of sales and marketing.
We’re all doing things now that will hopefully benefit us in
the future.
But does believing in the future make it happen?
There’s more to the sales process than technique, there’s
also attitude and that’s what this show is all about.
Brad Smith is the CEO of Succeed Digital and his belief
system helps him every day – and it can help you too.
Digging the ditches, having faith that it’s going to rain
will make it rain.
In this truly enlightening show, Brad outlines his
philosophy for winning business and creating memorable and meaningful client
relationships.
We discuss:
When it’s OK to compete on price
Retention v Acquisition
The 30-second summary for your business
Making growth a team sport
How to choose your prospects
Being nice as a business skill
Using referrals
Treating people as you’d like to be treated
Credibility, memorability and visibility
SHOW NOTES
Brad’s LinkedIn profile:
https://www.linkedin.com/in/succeedwithbradsmith/
Succeed Digital’s web site: https://www.succeed.digital
Sir Anthony Hopkins’ ‘Digging Ditches’ speech: https://www.facebook.com/watch/?v=714018422472470
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