Makes You Wonder

Welcome back to Makes You Wonder - the podcast for marketers, creators, and optimists building at the edge of brand and AI.In this episode, Oskar is joined by Peter Markey, Chief Marketing Officer at Boots, one of the UK’s most iconic and enduring retail brands. Peter shares a refreshingly human take on how legacy brands can keep pace with culture, tech, and AI - without losing their soul.From embracing virtual production and personalization to drawing the line on AI-generated models in health and beauty, Peter is clear-eyed about the opportunities and limits of tech in creative work. He also unpacks how improv comedy helped him unlock creativity as a leader, and why soul, emotion, and human connection still matter more than ever in marketing.In the episode:👢 Why “Good old Boots” had to become “Wow Boots”👢 How to embed innovation without losing trust👢 The real job of a CMO today - and how Peter runs a 150-person team👢 Where AI helps most: from creative scaling to Co-Pilot-assisted job descriptions👢 Why marketers should watch The Mandalorian and Pixar as creative inspiration👢 Practical advice for CMOs on applying AI without losing your teamPeter also gets personal about:

• Why Star Wars changed his life
• How improvisation reshaped his leadership
• The future he’s manifesting for AI in marketing

Welcome, dear listeners, to Makes You Wonder!

In this episode, Oskar is joined by creative technologist and POGO Agency founder Arthur Tinsley, whose work sits at the intersection of technology, storytelling, and innovation. Arthur shares a fresh, honest take on how creative tech can move beyond buzzwords—drawing on work like siren-detecting ad campaigns and personalized AI-powered content for Snickers to show how technology can create emotional resonance, utility, and meaning.

In the ep:

⚡ Why “innovation” isn’t just about new tools—it’s about new ways of thinking

⚡ The importance of starting with insight, not tech

⚡ How to avoid gimmicks and build campaigns with emotional impact

⚡ The rise of “taste” and curation as creative superpowers

⚡ Why democratization of tools will reshape brand storytelling in 2025

Arthur also shares the behind-the-scenes stories behind some powerful work:

• The Ben Kinsella Foundation Campaign – Using machine learning to detect sirens in real-time and connect with audiences on the trauma of knife crime:Link: https://pogo.agency/work/ben-kinsella-foundation/

• Snickers x José Mourinho AI Campaign – A hyper-personalized branded experience using generative video and humor to drive reach and engagement

  Link: https://pogo.agency/work/snickers/

  
  

Where to Find Arthur

🌐 Website: https://www.pogo.agency

💼 LinkedIn: Arthur Tinsley

Media References

• Ben Kinsella Foundation Campaign
• Snickers AI x José Mourinho (or drop link if available)
• Brickit App – AI for LEGO remixes
• Midjourney

Welcome to Makes You Wonder! On this ep, Oskar catches up with creative leader Nate Fox to talk about how process, experimentation, and technology work together to fuel creativity. With experience spanning Wells Fargo, Robinhood, and even the creator economy at Mr. Beast’s headquarters, Nate offers a unique perspective on how ideas are brought to life.

They discuss:

⚡ How side projects act as sandboxes for creative experimentation

⚡ Why limitations are essential for sparking innovation

⚡ The growing role of micro-creators and niche content in branding

⚡ Practical strategies for leveraging AI to enhance creative collaboration

⚡ Nate’s “just add value” philosophy for building a standout career

Whether you’re a creative professional, marketer, or someone curious about the future of storytelling, we’re sure you’ll love this one.

Media References

This time on Makes You Wonder, Oskar sits down with Tay Guan Hin— award-winning creative director, speaker, and the author of Collide: Embracing Conflict to Boost Creativity. From his work with global brands to fostering creative growth in emerging markets, Tay shares how curiosity and conflict drive the most impactful ideas.

The conversation covered a lot of ground:

💚 How AI is reshaping creativity and becoming “Amplified Imagination”

💚 Why creative conflict is key to unlocking great ideas

💚 The role of curiosity and collaboration in building a standout career

💚 Insights from bringing creative innovation to markets like Mongolia

Guan’s unique perspective combines decades of hands-on creative leadership with a forward-looking optimism about the role of AI in amplifying human potential.

In this episode, Oskar welcomes Chloé Sondervorst, a radio producer at CBC/Radio-Canada and digital media creator, to discuss the intersection of AI, storytelling, and public media. Chloé shares her journey from studying philosophy and East Asian studies to becoming a leading voice on technology and its impact on society, with a focus on younger audiences.

We explore:

Chloé also shares her thoughts on AI’s potential to create community and meaningful experiences, her experiments with TikTok, and the challenges of fostering curiosity in a media landscape that’s constantly shifting.

If you’re fascinated by the crossroads of technology, creativity, and media—or curious about how to navigate the new age of AI-driven storytelling—this episode is for you.

In this episode, Oskar sits down with Gabe Michael—filmmaker, educator, and Executive AI Producer at Edelman—to explore how AI and technology are reshaping the world of storytelling, filmmaking, and the creator economy. Gabe shares his fascinating journey from cutting high school football highlight reels to working with major brands like Netflix and Sony, all while embracing new technologies to push creative boundaries.

They explore:

Gabe also reflects on how the rise of generative AI mirrors past technological shifts, and why he’s optimistic about the jobs and possibilities that will emerge for creators in this new era.

Whether you’re a filmmaker, marketer, or just curious about the intersection of creativity and technology, this episode’s full of insights you won’t want to miss.

In this episode, Oskar sits down with Cortney Harding, CEO, creator, lecturer, and author, to explore the future of work, creativity, and technology. Cortney shares her unique perspective on navigating the modern labor market, from the challenges of creative entrepreneurship to the opportunities AI presents for reshaping industries.

We explore:

Cortney also reflects on how education, parenting, and technology are shaping the next generation of creators, and why we need to rethink everything from how kids learn to how companies operate.

Whether you’re a creative professional grappling with change or someone curious about what’s next for the modern workplace, you’ll want to give this episode a listen.

Meet Jenny Nicholson - AI pioneer, creative provocateur, and self-proclaimed "AI psychologist." After spending 20 years in traditional advertising, Jenny now pushes the boundaries of what's possible with large language models and artificial intelligence. But not in the way you might expect.

In this episode of Makes You Wonder, Jenny shares a radically optimistic and deeply human perspective on AI. Rather than viewing AI as a threat to creativity, she sees it as collective intelligence - a tool that allows us to tap into the patterns of human knowledge and expression in entirely new ways.

We explore:

From building existential crisis vending machines to creating quantum digital magpies, Jenny demonstrates how AI can amplify rather than replace human creativity. This conversation isn't about AI taking jobs - it's about how creative humans can harness collective intelligence to bring more ideas to life.

Whether you're a creative professional nervous about AI's impact on your industry, or simply curious about a more optimistic view of our technological future, this episode offers a fresh perspective on what it means to be creative in the age of AI.

In this episode, Oskar sits down with Daniel Hulme, Chief AI Officer at WPP and CEO of Satalia, to explore the transformative power of AI in creativity, business, and beyond. Daniel shares his unique journey, from pitching Elon Musk on a yacht to pioneering neuromorphic computing, a new approach inspired by the human brain. With a background that spans AI research, consulting, and public speaking, Daniel offers a rare perspective on how artificial intelligence is reshaping industries and challenging what it means to be creative.

They discuss the practical applications of AI in marketing, why data is the true differentiator in today’s business landscape, and how AI can augment human creativity rather than replace it. Daniel also touches on the ethical implications of developing conscious machines and why he believes AI can be a force for good—making life more abundant, efficient, and meaningful.

If you’re curious about how AI is influencing the future of creativity, commerce, and human potential, this conversation will leave you with plenty to think about.

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In this episode, Oskar sits down with Patrick Zinga, Digital Media Lead at Heineken, to explore the intersection of creativity, technology, and data in modern marketing. Patrick shares his career journey, from his early days working at top global agencies like Mindshare and Publicis, to leading marketing innovations at Heineken.

They discuss the evolution of marketing technology, how Patrick’s team uses first-party data and AI to shape personalized, performance-driven campaigns, and why Heineken embraces a “bravery score” to take creative risks that pay off. Patrick also reflects on the evolving culture of brand communication and how large brands must remain adaptable in an ever-shifting media landscape.

If you’re curious about the future of AI in marketing, the role of data in creativity, and what it takes to lead digital strategy at a global brand, this is an episode you don’t want to miss!

Hosted on Acast. See acast.com/privacy for more information.