Inside the Collective

In this episode of Inside the Collective, Brad Amos sits down with Steve Kyriakou, a creative director and strategy director with 20 years of experience across Toronto, Singapore and Tokyo, and a Cannes Lion and D&AD Pencil winner. They talk about why Steve believes creativity has to come from vulnerability, not just prompting, what building a gaming community from scratch taught him about message over craft, and the responsibility the advertising industry has to junior creatives now com...

In this episode of Inside the Collective, Brad Amos sits down with Willie Mack, a creative and commercial strategist and partner at The Jays and The Carrot Collective, who has led over $1 billion in licensing and partnership deals and co-authored the legislation that opened New York's cannabis market. They talk about the difference between brands that genuinely move culture and ones that just borrow from it, what most people get wrong about partnership, and how staying human matters most in ...

In this episode of Inside the Collective, Brad Amos sits down with Lorenzo Petrillo, urban placemaker, design strategist and founder of Loop Lab, a Singapore-based consultancy that has spent 12 years helping governments and organisations unlock the value of underused public space. Lorenzo and Brad talk about why he pitched “measuring the number of smiles” to government stakeholders instead of a financial return, how his team finds the people a space was never designed for, and why placemakin...

In this episode of Inside the Collective, Brad Amos sits down with Frances Gaillard, brand strategist, self-described advertising nerd and founder of 43 Elephants, a specialist brand and growth collective for founder-led and challenger businesses. Frances and Brad talk about why literal, word-for-word localisation is a wasted opportunity, and what “freedom within a framework” looks like when it works. They dig into how ambition and taste shift across Singapore, Shanghai, London and th...

In this episode of Inside the Collective, Brad Amos sits down with Sushma Panchawati, co-founder and CEO of a stealth AI startup and a strategist with nearly two decades in consumer insights and brand strategy. Sushma reflects on why strategy so often feels like starting from scratch, what causes good insights to die quietly inside organisations, and why AI produces mediocre output in the hands of non-experts but becomes a superpower for people who already know their craft. She talks ...