In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling.

00:28 Rory's Career Journey

00:42 Guinness Made Of More Campaign Insights

01:31 Creative Challenges and Solutions

03:37 The Energy of Guinness Ads

04:12 The Sapeurs Campaign

06:47 Client and Agency Dynamics

07:27 Navigating the Creative Process

08:31 The Glass and the Clay Philosophy

10:00 Transition to Head of Strategy

12:35 Moving to New Zealand

15:43 Special Group's Success

18:29 Uber Eats Campaign

22:13 DB Export Campaign

25:40 Humor in Beer Advertising

30:50 Effectiveness in Advertising

34:43 The Role of AI in Advertising

35:14 Challenges and Opportunities with AI

41:26 Conclusion and Farewell

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