Question Everything

What's it like to be in charge of deploying some of the nation's most important messages? Just ask Ad Council's Chief Campaign Development Officer Michelle Hillman. She gives us insight into launching public service campaigns that tackle complex issues such as gun violence, the opioid crisis, and buzzed driving. Spoiler alert, it ain't easy, but after working on it for 24 years with a stacked Creative Review Committee she makes it look like it is.

In this episode, Michelle reveals how Ad Council uses emotional advertising to change behavior, how CMOs can build a world-class creative review committee, and tips for how to be a top-tier mentor.

Here's a quick recap of the convo:

Why Michelle believes working at Ad Council is one of the best jobs in advertising

The importance of immersive research when creating effective emotional advertising

What grabs the attention of judges at the Effie Awards

How Ad Council's legendary creative review committee evaluates ideas

How CMOs can build a creative review board to vet their ideas – including how to entice industry legends like Cindy Gallop, Susan Credle, and Margaret Johnson to sign on

How Ad Council uses influencers and the importance of a trusted messenger strategy

How Michelle creates separation between the tough issues she's tackling at work and her home life

What it's like to work with the government on public service campaigns

How to make it on Ad Council's trusted roster of agency partners

The most challenging public issues to build awareness for and why

What it takes to be a world-class mentor

Plus, some rapid-fire questions that reveal whether Michelle prefers puppies or kittens

Connect with Michelle on LinkedIn and find out more about Ad Council here.

Catch our latest work with Ad Council and the NHTSA for "Buzzed Driving Prevention."

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.

They say entrepreneurs are self-starters with high energy. We definitely felt that was true after chatting with the Co-Founder and CEO of pH-D Deeannah Seymour. Deeannah started pH-D, with the goal of creating affordable and convenient vaginal suppositories, that make women confident in their everyday lives.

In this episode, Deennah tells us her story and mission for pH-D. We talk about destigmatizing feminine hygiene and what it's like to be one of the few women CEOs in the category. On top of that, we touch on what it means to be an Insurgent Brand and how to leverage TikTok as a marketing tool.

Here's a quick recap of the convo:

How to walk in and own the room – especially when you're the only woman

How conviction leads to courage and what that has looked like for pH-D

Challenges that came with being the first brand to say the word "vagina" on TV

The secret to getting and staying on the shelves of major retailers across North America

Knowing when to take that leap of faith

The miraculous experience of being a living organ donor and how it's shaped Deeannah as a leader

Seeing firsthand how pH-D has changed the lives of women across the nation

What it means to make Bain and Company's 2024 Insurgent Brand list

How to leverage TikTok as a powerful marketing tool

Plus, some rapid-fire questions that showed where Deeannah's heart lies.

Connect with Deeannah on LinkedIn and learn more about pH-D on their website

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.

Articles Mentioned:

Bain & Company's 2024 Insurgent Brand List

NSFW TikTok video

Consider this your all-access pass to advertising's top agency/client matchmakers. We're chatting with power couple Robin and Steve Boehler of Mercer Island Group, the West Coast's top consultancy firm helping both brands and agencies solve critical business and organizational challenges.

In this episode, Robin and Steve reveal all the insider info behind the agency review process — from how to catch a marketer's attention to what clients want to see in a pitch. They share tips on mastering the all-important "tissue session," the magic small agencies bring to a pitch, why chemistry and listening skills are make-or-break for agencies and so much more.

Here's a quick recap of the convo:

What the agency landscape looks like in 2024

What an agency can do to get a CMO's attention

Robin and Steve's perspective on DEI in the industry and what role it plays in agency matchmaking

The magic smaller shops bring to the pitch that larger agencies should take note of

Three things a CMO should consider when hiring a new agency

Whether or not the awards an agency wins matters to CMOs

How to master the tissue session

When it is acceptable for agencies to pull out of a pitch

Why agency pitch teams are not favorable for many clients

Plus, some rapid-fire questions that'll have you on the edge of your seat

Connect with Robin and Steve on LinkedIn.

Catch our favorite takeaways from this can't-miss episode here: https://www.curiosity.fun/thoughts/5-insider-strategies-from-agency-matchmakers-robin-and-steve-boehler

Feast your eyes on Robin and Steve's tissue session strategies here.

Who doesn't love a good inside scoop? As a Senior Reporter for Ad Age, Brian Bonilla is not only a captivating writer but also a crystal ball for the industry. He's written countless articles on topics ranging from agency mergers and acquisitions to top campaigns from the biggest brands. For Brian, the challenge isn't a lack of industry tea to cover, it's sifting through the mountain of emails vying for his attention.

Today's episode is our Super Bowl special. In preparation for the Big Game, we settled in for Brian's hottest takes on upcoming Super Bowl spots, the do's and don'ts when promoting your agency, DEI improvements in the industry, and how to make the Ad Age A-List.

Here's a quick recap of the convo:

Why the most talked about Super Bowl spots will come from snack and sportsbook brands

Three things agencies should know about when promoting themselves

Spots that missed the mark at last year's big game

How are DEI efforts progressing in the industry and what's left to do

How the agency Highdive consistently produces spots that score big with audiences

What Martin Scorsese will bring to the short-form content world with his advertising debut

Why the Super Bowl may be losing relevance despite drawing a huge audience

What it's like to be in the room that decides who makes the Ad Age's A-List

Plus, some rapid-fire questions that'll leave you breathless

Connect with Brian on X (Twitter) or LinkedIn.

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.

Articles mentioned:

Meet the mayors of Drip City

https://www.bkmag.com/2023/12/14/meet-the-mayors-of-drip-city/

How agencies are marketing themselves – and why it's more important than ever

https://adage.com/article/agency-news/how-agencies-are-marketing-themselves-and-why-its-more-important-ever/2532731

The Ad Age Super Bowl playbook: https://adage.com/events/2521696

What Gen Z Wants to See from Super Bowl Advertisers: https://adage.com/article/marketing-news-strategy/what-gen-z-wants-super-bowl-advertisers/2539226

Secret's out – P&G Brand Director (and Curiosity bestie) Grace Whitman has been (lightly) grilled by the Question Everything gameboard. And yes, all your burning questions about working in those iconic towers have been answered.

Grace serves as the Senior Brand Director for Secret – but we know her best from being the lead client on our Native No is our whoa work. Grace is known to be a master brief writer, data nerd, and an absolute blast on set.

Before Secret, Grace got her start at P&G working in R&D for baby care. After earning her stripes in P&G Consumer Market Knowledge, Grace went on to lead Native's retail launch efforts and left her stamp on Old Spice.

Between astute marketing insights, prepare to catch some antics – including Grace's choir career, her Yagoot FOMO, and her fascination with death. This is a can't-miss episode.

Why the best briefs often take 5 months to create – and the consequences of rushing the process.

What P&G looks for in an agency and what totally turns them off.

Why it pains your client to give executional feedback and how to avoid it.

Why your brief should be like a contract that agencies and clients both sign.

Why the most successful people are the ones who ask the questions everyone's thinking.

How small shifts in language can make a brief endlessly more inspiring.

Why giving your agency internal political context can set them up for success.

What DTC brands have to learn from legacy brands and vice versa.

Why Cincinnati's startup scene is one of the best.

Connect with Grace on LinkedIn here.

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.

Extra, extra – Adweek's Jameson Fleming has entered the chat. This news guru has held just about every role possible in the Adweek newsroom – now serving as Managing Editor of Marketing and Agencies. Our favorite thing about Jameson? His passion for agencies big and small makes him very accessible. Even to independent shops like ours.

But it hasn't always been all advertising for Jameson. Before getting his start in the industry, he earned his stripes in sports: covering a Super Bowl, Final Four, and the longest college hoops game in history – all before he was 24, NBD. You may even have a hard time keeping up with all his sports references in this episode. We sure did.

On today's episode, we unpack Jameson's hottest takes on client-agency relationships, how to get on Adweek's radar, industry talent, and the subtle art of creating edgy work without getting canceled.

Here's a quick recap of the convo:

Why risky work is worth it – nobody talks about playing it safe.

Why brands shouldn't be shy about sharing their work with the press – your competitors already know what you're up to.

Mischief's Greg Hahn on why building your agency's brand is essential.

Why talent retention involves mentoring young minority talent.

Why striking a balance between remote and in-office work is essential for maintaining the productivity and creativity of a team.

Why having kids makes you a more empathetic leader.

Messaging masterclass: brands that nailed turning bad press into not-so-bad press.

What holiday gifts actually get the press's attention.

Plus, the one person Jameson would drop everything to happy hour with.

Connect with Jameson on X (Twitter), LinkedIn, or shoot him an email.

If you'd prefer to read the biggest takeaways from our conversation, catch the write-up here.

Ben Nunery is the co-founder and brain behind the incredible work at Powerhouse Factories, which makes "kick-ass design work for kick-ass bands." Ben and a friend started Powerhouse out of a garage in 1999, and since his work has been used for artists like The Black Keys and Lizzo, and brands like Herbal Essences and Redbull. He is, at his core, a creative strategist with a passion for the ways music and design evoke emotional responses in people, but also a music knowledge connoisseur.

Today, Ben sits down with us (live and in person!) to talk shop about how he built his brand from a garage to a full-blown media corporation. He dives into all things creative - from the art of printmaking to the intersection of music and marketing - teaching us that so long as you have the ideas, the drive, and a good partner, you can make your passions your day job.

Here are some of the notes we hit:

What poster bombing on college campuses can teach you about consumer behavior.

Why over-inspiring yourself with the work of others is actually counterproductive.

NFTs are defining a growing movement - why jumping on board could be your big break.

Why not having resources can actually spur creativity.

Going into business with your friend can work - if you treat it like a marriage.

How working out of a garage can turn into working for top global brands.

Must-reads from this episode:

Show Posters by Pat Jones and Ben Nunery

Mind open, fork ready. Derek Wallace is the Co-founder and CEO of Kalamata's Kitchen – a food adventure startup set to inspire the next generation of curious, courageous, and compassionate eaters.

After leaving his comfy corporate gig, Derek bet on himself and combined his passion for food and world exploration to live out new shared experiences with his son. Derek's delicious new venture helps kids and grown-ups explore new cultures through food via the adventures of fictional character Kalamata – think Dora the Explorers meets Anthony Bourdain. Her adventures span children's books, activities, kitchen gear, and more – and only have one rule: You must try everything at least twice.

Between sound bites, Derek takes a moment to discuss how becoming a dad influenced his decision to break away from the corporate world and create something his son can be proud of. His mantra? "Doing nothing should scare you more than doing something bold."

Dig into a few of the topics we covered:

Why you should MAKE it til you make it.

Having a villain in your field is more motivating than an advocate.

Normalizing betting on yourself when you take a risk.

Why adventurous-eating kids are more likely to grow into empathetic adults

Why becoming a working parent can be one of the best things for your career.

How to be one of 39% of campaigns that win on Kickstarter. (With a little help from Audrey Belliard.)

Connect with Derek on LinkedIn or Instagram, and check out everything Kalamata's Kitchen here.

Luna Malbroux is the founder and "Chief Vibe Officer" of Joy Channel. She's an experienced facilitator, speaker, and leader in creating inclusive spaces. A self-described "joy evangelist" – she believes that fostering belonging, community, communication, connection and fun is the missing link in many approaches to DEI initiatives. She's also an award-winning comedian, writer, musician, and public intellect whose work has been featured in KQED, NPR, Glamour Magazine, The Atlantic, and more.

Today, Luna sits down to chat how unwavering dedication to a community, thought, or idea will take you and your brand far - and why building spaces where people can feel human is the best practice for an authentic (and fun!) work environment. Along the way, she shares the essentials of creating these connected communities. Between laughs and hard lessons, Luna teaches us about what it's like to be a comedian, DEI consultant, and joyful human in this cultural climate.

Here's a peek at some of the topics we explore:

Why drag queens and burlesque dancers are the best teachers of equitable business practices.

How humor can be the key to opening people's minds to difficult topics.

"Nothing about us, without us." - The best way to partner with marginalized communities.

The key to doing it all is to give everything its season.

How to know if you're practicing equity or just performing it – most brands aren't good actors.

Why it's not dangerous to be a comedian right now – unless you're lazy.

Can't get enough of Luna? Reach out on LinkedIn and Instagram.

On this episode of the QE podcast, listener-favorite Kelly Leonard is taking a well-earned victory lap. After dropping countless stories and lessons from his time at The Second City, he's ready to once again face our gameboard and humor us with his industry wisdom for a second installment. His first episode is a must-listen, so if you missed it, be sure to check it out on Spotify and Apple Podcasts.

If you're new to Kelly, here's a reintroduction: Kelly Leonard is the VP of Creative Strategy, Innovation, and Biz Dev @ The Second City where he's hired and developed shows with Tina Fey, Stephen Colbert, Seth Meyers, Steve Carell, Keegan-Michael Key, Amy Poehler, and others. On top of this, he wrote the best-selling book "Yes, And" and hosts the "Getting to Yes, And" podcast for Second City and WGN Radio in Chicago.

Here's a preview of the gold he offers up in today's episode:

If you want a raise in 2023, take a page from Ted Lasso's book and work on your soft skills.

Why saying "yes, but" is just like saying "no" with a top hat.

You'll never understand everything going on in a room - that's why selfless curiosity is mandatory.

When you have an Amy Poehler on your team, find their place and don't waste their talent.

Nothing truly innovative looks like it should make sense - otherwise it wouldn't be innovative.

You achieve authenticity through your fiascos - not your perfections.

Why building the pedestal first is only the illusion of progress.

Connect with Kelly on LinkedIn and Twitter

Must-read mentions from this episode:

Quit by Annie Duke

The Language Game by Morten H. Christiansen and Nick Chater

The Song of Significance by Seth Godin

Reculturing by Melissa Daimler