In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink.

They explore the role of creativity in marketing, Rethink’s distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies—featuring standout campaigns for WestJet, TELUS, and Heinz.

They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.

Don’t miss this insightful episode—enjoy the show!

Our Guests:

Karen Pearce - GM of Rethink Vancouver

https://www.linkedin.com/in/karengpearce/

Morgan Tierney - Executive Creative Director @ Rethink Vancouver

https://www.linkedin.com/in/morgan-tierney-19353943/

Follow Our Updates:

⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠\

Timestamps

00:00 Introduction to Rethink and the Power of Creativity

02:46 The Importance of Creative Impact in Marketing

05:58 Understanding the Crafts Framework

08:51 Rethink's Success and Agency Values

12:01 Building Partnerships for Creative Success

14:50 Key Requirements for Effective Advertising

17:57 Crafts Framework Explained

21:01 Real-World Applications of the Crafts Framework

24:02 Case Studies: WestJet and Heinz

29:54 Innovative Campaigns and Their Impact

38:44 The Power of Distinctive Brand Assets

41:47 Emotional Storytelling in Commoditized Markets

45:03 Navigating Bureaucracy in Creative Processes

49:06 Building Trust and Effective Client Relationships

52:55 The Importance of Curiosity in Creativity

57:51 PostPod with V & Marc

Background Research & Links:

Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059

Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think

One Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/

Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724

Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraud

Coors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment