In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink.
They explore the role of creativity in marketing, Rethink’s distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies—featuring standout campaigns for WestJet, TELUS, and Heinz.
They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.
Don’t miss this insightful episode—enjoy the show!
Our Guests:
Karen Pearce - GM of Rethink Vancouver
https://www.linkedin.com/in/karengpearce/
Morgan Tierney - Executive Creative Director @ Rethink Vancouver
https://www.linkedin.com/in/morgan-tierney-19353943/
Follow Our Updates:
https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/\
Timestamps
00:00 Introduction to Rethink and the Power of Creativity
02:46 The Importance of Creative Impact in Marketing
05:58 Understanding the Crafts Framework
08:51 Rethink's Success and Agency Values
12:01 Building Partnerships for Creative Success
14:50 Key Requirements for Effective Advertising
17:57 Crafts Framework Explained
21:01 Real-World Applications of the Crafts Framework
24:02 Case Studies: WestJet and Heinz
29:54 Innovative Campaigns and Their Impact
38:44 The Power of Distinctive Brand Assets
41:47 Emotional Storytelling in Commoditized Markets
45:03 Navigating Bureaucracy in Creative Processes
49:06 Building Trust and Effective Client Relationships
52:55 The Importance of Curiosity in Creativity
57:51 PostPod with V & Marc
Background Research & Links:
Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059
Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think
One Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/
Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724
Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraud
Coors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment
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