Podcast Summary: On Strategy Showcase – Live from New York: The Future of Ideas

Release Date: November 12, 2024
Host: Fergus O’Carroll
Recorded at: Wyden and Kennedy's offices, New York City

Introduction

In the live episode of On Strategy Showcase titled "The Future of Ideas," host Fergus O’Carroll engages with a distinguished panel comprising Marcus Gartrell (Co-Chief Creative Officer, Wieden and Kennedy, New York), Johnny Bauer (Founder and CEO, Fundamental Company), Chris Beresford (Chief Creative Officer, Hill WorldW for BBDO), and Laura Rowan (Chief Strategy Officer, Wyden and Kennedy, New York). Recorded on October 17, 2024, at Wyden and Kennedy’s offices in New York City, the episode delves deep into the evolving landscape of creative ideas within the marketing and advertising industries.

Setting the Stage: The Current Landscape of Ideas

Fergus O’Carroll opens the discussion by acknowledging the absence of definitive answers regarding the future of ideas. He emphasizes the industry's gradual evolution, stating:

"I think there are no clear answers yet... we're slowly finding our way to what's next." [00:00]

The conversation kicks off with Marcus Gartrell highlighting the industry's transitional phase:

"We're all kind of figuring out what they look like now... still getting out of the world of what the media buy was." [02:05]

This sets the tone for exploring how ideas are generated, approved, and executed in a rapidly changing media landscape.

Defining Great Ideas: Panelists Share Inspirations

The panel begins by sharing examples of recent great ideas that resonate with them.

• Laura Rowan cites the collaboration between Travis Kelce and Taylor Swift, marveling at its strategic brilliance and cultural impact:

  "I secretly want to say Travis Kelce and Taylor Swift because I'm not convinced it wasn't staged." [07:09]

  She further praises Kamala Harris's campaign, appreciating its communication strategy and optimistic messaging:

  "The brilliance behind the Kamala campaign... the way that she's basically judoing the notions of what her opponent has tried to co-opt." [07:52]

• Johnny Bauer shares his experience at the Tate Modern, praising Mike Kelly’s artwork for its nuanced commentary on American culture:

  "He presents things in this kind of super subversive confronting, disruptive, like set of images or ideas..." [09:58]

• Chris Beresford applauds Nike's "It's Not for Everyone" campaign, highlighting its provocative message and resonance with athletes:

  "To see a brand like that come back to the mass market with a really provocative message... it really resonated." [10:47]

• Marcus Gartrell reflects on the subversive Pop-Tart bowl ad, admiring its uniqueness and viral success:

  "It just got the attention of the Internet because it was so subversive in its oddness and its commitment to what it was." [12:40]

The Evolution of Idea Shapes and Execution

The discussion transitions to how the shapes and forms of ideas are changing.

• Laura Rowan observes the explosion of execution surfaces:

  "Where an idea can execute has almost become infinite from just the physical surface to the analog." [14:17]

  She underscores the timeless power of storytelling, albeit in novel formats, which can sometimes be nebulous for clients to grasp.

• Marcus Gartrell emphasizes the amorphous nature of ideas today, influenced by the proliferation of media channels and fragmented audience attention spans:

  "The attention span of the audience is so much more wide spread... the chase for how do we get this idea... is going on." [15:49]

Building Company Ideas Beyond Traditional Marketing

Johnny Bauer discusses his venture, Fundamental Company, highlighting the importance of integrating ideas across various facets of a business rather than confining them to marketing alone:

"Ideas that are more useful to more parts of the company... can really help companies think about what kind of company they can become." [16:18]

He contrasts this approach with traditional advertising, emphasizing the value of aligning ideas with overarching business strategies and operations.

Originality vs. Recontextualization in Ideas

The panel debates whether the future requires entirely new ideas or the reimagining of existing ones.

• Chris Beresford advocates for originality in building brands, suggesting that unique expression can be owned even if the core idea isn't entirely new:

  "Celebrity owned brands have the personality... it's how you express it in a very unique way." [28:05]

• Marcus Gartrell concurs, suggesting that originality often lies in the unique recontextualization of familiar themes:

  "There's a bit of familiarity that needs to be stated in an ownable different way... universal experiences expressed very differently." [42:41]

• Laura Rowan references brands like Oatly as exemplars of unique communication that redefines a category:

  "Oatly is committed to the product, the design, the tone of voice... everything is their media." [42:10]

The Role of AI in Idea Generation and Execution

AI's impact on creativity and strategy is a significant topic of exploration.

• Laura Rowan views AI as a tool to enhance efficiency and creativity when used correctly:

  "AI is like any other tool to make you better... using it to maybe be more efficient in other areas of your life so you can be more creative over here." [46:06]

• Johnny Bauer acknowledges AI's potential to democratize mediocrity but emphasizes the need for human oversight to harness its capabilities effectively:

  "It can answer many of the questions that we're paid to answer... it's changed a lot of the way that we think about working and what looks like." [47:38]

• Marcus Gartrell foresees AI as an extension of the creative team, enhancing idea generation but not replacing the human element:

  "It's an extension of your brain... capable of bringing new perspectives is super valuable." [49:30]

• Chris Beresford notes that AI can amplify both good and bad ideas, depending on the user's intent:

  "AI will make bad agencies and clients more bad and it will make great agencies and clients greater." [51:09]

The consensus among panelists is that while AI offers significant advantages, human creativity and judgment remain paramount.

Future Visions: Where Agencies and Ideas are Headed

The panelists share their visions for the future of their respective agencies and the industry at large.

• Marcus Gartrell envisions a future where advertising inspires the younger generation as it once did, emphasizing meaningful and authentic creativity:

  "...creating things that inherently make kids look up to advertising the way that we did before." [53:29]

• Laura Rowan focuses on Wyden and Kennedy’s role as a creative solutions company, aiming to bridge strategy and creativity seamlessly:

  "We are building platforms for our brand to sit on and there should be no balance to what we're doing." [56:46]

• Chris Beresford predicts a return to solving big business problems with impactful storytelling, moving away from chasing every new media trend:

  "We're going back to owning still a great ad agency, still a great copywriter, strategist, art director... tell a story for a brand that will make someone choose that brand for 50 years." [57:00]

• Johnny Bauer aspires for Fundamental Company to remain open and connected, emphasizing the tangible link between creativity and value creation:

  "We want to make brand matter... delivering that in whatever form makes sense at the time." [58:49]

Advice for the Future: Navigating Challenges and Embracing Opportunities

The panel concludes with actionable advice for industry professionals:

• Laura Rowan emphasizes the importance of human-centric approaches and authenticity:

  "Follow your gut, believe in your perspective, you have a point of view... see how a human talk and think." [60:07]

• Marcus Gartrell encourages leveraging creativity to solve actual business problems and staying attuned to audience resonance:

  "Use your creativity to solve actual business problems... centering the audience and being in a gut instinct of what they want to connect with." [61:55]

• Chris Beresford succinctly advises marketers to prioritize forging genuine connections with audiences:

  "Refuse to make this harder than it is. We connect with audiences for a living. Stop." [62:55]

Key Takeaways

1. Evolving Nature of Ideas: The future of ideas lies in adapting to new media landscapes while maintaining the core essence of storytelling and emotional connection.

2. Integration of AI: AI serves as a powerful tool to enhance creativity and efficiency but requires human oversight to ensure meaningful and impactful outputs.

3. Originality Through Recontextualization: Originality doesn't always mean newness; it can also stem from unique expressions and the reimagining of familiar concepts.

4. Holistic Approach to Brand Building: Effective ideas transcend marketing departments, influencing and integrating with broader business strategies and operations.

5. Authenticity and Human-Centricity: Maintaining authenticity and a human-centric approach is crucial for resonating with audiences and fostering genuine connections.

6. Future of Agencies: Creative agencies will continue to evolve, emphasizing solving big business problems and inspiring the next generation with meaningful and impactful creativity.

Notable Quotes

• Marcus Gartrell [02:05]: "We’re all kind of figuring out what they look like now... still getting out of the world of what the media buy was."

• Laura Rowan [07:52]: "I just think I'm here for it. It's pretty brilliant."

• Johnny Bauer [16:18]: "Ideas that are more useful to more parts of the company... can really help companies think about what kind of company they can become."

• Chris Beresford [28:05]: "Celebrity owned brands have the personality... it's how you express it in a very unique way."

• Marcus Gartrell [14:17]: "Where an idea can execute has almost become infinite from just the physical surface to the analog."

• Laura Rowan [60:07]: "Follow your gut, believe in your perspective... see how a human talk and think."

• Marcus Gartrell [61:55]: "Use your creativity to solve actual business problems... centering the audience."

• Chris Beresford [62:55]: "We connect with audiences for a living. Stop."

Conclusion

The "Future of Ideas" episode of On Strategy Showcase offers a profound exploration into the challenges and opportunities facing the advertising and marketing industries. Through insightful discussions, the panel sheds light on the necessity of evolving creative strategies, embracing technological advancements like AI while retaining the human touch, and fostering originality through the reimagining of existing concepts. As the industry stands on the precipice of transformation, the collective wisdom of Fergus O’Carroll and his esteemed guests provides a roadmap for navigating the future with authenticity, creativity, and strategic foresight.

For those interested in delving deeper into the discussions or attending upcoming live shows, visit OnStrategy Showcase and stay tuned for the next episode's holiday ads special from Chicago.