Ep 42 - Fewer, Bigger, Better With James Gregson

How does the one of world’s most expansive, diverse, and enduring toy companies, Lego, continue to capture hearts through compelling storytelling? Most marketers have taken the approach of flooding their channels and seeing what sticks. But our screens are oversaturated with ads and offers. James Gregson, Creative Director for Lego’s internal agency, cuts through the noise with a fewer, bigger, and better approach to marketing.

In this conversation, Ruckus’ Sr. Director of Marketing and Platform, Kayci Baldwin sits down with James Gregson to discuss all things brand building, agencies, and creative problem-solving. During this conversation, James shares his lessons learned, what brands can do to be more relevant, where he finds inspiration, and much more.

Here’s What We Discussed: 

• [00:58] When is it time for scaling companies to make the switch from external to internal agencies? 
• [03:05] James gives his advice on handling internal agency partnerships and dynamics
• [04:35] How diverse is your role and the problems you solve for given how expansive of a company Lego is? 
• [05:56] James talks about the most impactful lessons he’s learned as creative director of Lego 
• [11:37] James on the decline of ad spend efficacy and why brands need to focus their efforts on building a genuine relationship with their customers 
• [16:06] The most important elements of good storytelling
• [19:06] Natural curiosity, Tik Tok, revolutionary YouTube Campaigns, and the most unexpected places James finds inspiration from

About James

James Gregson is experienced with managing teams in a variety of marketing, creative, content and brand capacities – with success leading impactful, global, cross-platform campaigns. His recent focus has been on driving digital brand transformation across LEGO’s brand communications, their evolving owned channels, content, social media, brand and product marketing, community building, performance marketing, etc. 

About Our Host

Kayci Baldwin has been building and growing communities for impactful brands for nearly a decade. She was a co-founder of Six Things, a brand and digital creative agency dedicated to working with underrepresented founders.

Quotes

“It's really important to set that expectation and to build a partnership where it is less subservient and more supportive and strategic. I think that's a really important piece to what we believe we can bring.” – James Gregson 

“The world of social and brand communications at one time was flood your channels. Flood your channels with as much content and information and see what sticks. I'm really looking forward to flipping that; fewer, bigger, better. Less is more because I think that's where you start cutting through.” – James Gregson 

“The fundamentals of advertising or storytelling are not that different. I think attention spans are certainly shorter than they used to be, and distribution methods are certainly different. But at the same time, a human truth is a human truth.” – James Gregson 

Resources Mentioned 

• Casey Neistat X Samsung Galaxy: The Rest of Us
• The Truth Is Essential | The New York Times
• Snacks Daily/The Best One Yet Podcast

 

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