Semiotics, Subtext, and Strutting with Joe Burns at Quality Meats Creative

Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy.

And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more.

But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns. 

In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign.

Some of my favorite aha moments from our conversation include:

• An insight for Samsung that led NOT to an ad, but to an awesome music video
• Joe’s unique approach to winning new business pitches
• Why bad ideas are essential to creative success
• How his job as a garbage collector shaped his perspective on advertising
• A piece of advice from Sun Tzu that has influenced his work with clients and creatives 

Show Notes:

Below are links to books, shows, and other inspiring ideas that came up during our conversation.

Books:

The Mezzanine by Nicholson Baker

The Art of War by Sun Tzu

Herscht 07769 by László Krasznahorkai

Shows & Movies

The Simpsons - Season 6, Episode 7

Brands & Campaigns

Money Supermarket Ad

Samsung - Samm Henshaw - All Good (Official Video)