There is a commercial in this episode that the president of Fibreglass tried to kill on a Thursday. By Sunday he had changed his mind, when his minister grabbed his arm and told him the pink panther ads were the funniest thing in advertising.

That campaign went on to capture 70 percent of the Canadian insulation market.

Every story Terry O'Reilly tells in this conversation is a campaign like that.

A group of nuns who lost their habits and got an ad on the ceiling of a Sault Ste. Marie city bus. A Maine brewery that launched by promising never to mention its own name again, and trained a city to order beer by whistling. None of them would have survived a focus group.

All of them built businesses.

That's the spine of the episode: the work we remember almost never comes from the data. It comes from the moment a marketer trusts a calculated risk.

Terry has hosted CBC's Under the Influence for two decades and directed roughly 14,000 commercials before that. He argues that the marketing industry has quietly traded its instincts for dashboards, and that the cost is most of the advertising we now scroll past without noticing.

The episode lands on a single ask for any CMO listening: sit down with your agency tomorrow and tell them you want work that makes your palms sweat.

References

• Under the Influence (CBC): https://www.cbc.ca/listen/cbc-podcasts/203-under-the-influence

• Apostrophe Podcast Network: https://www.apostrophepodcasts.ca

• Pirate Group: https://www.piratetoronto.com

• Terry's books (Against the Grain, My Best Mistake, This I Know, The Age of Persuasion)

• LinkedIn: linkedin.com/in/terry-o-reilly

• Website: terryoreilly.ca

• Under the Influence: Available on CBC Listen, Apple Podcasts, Spotify, and wherever podcasts are found