How can we use creativity to drive sustainability action on a global scale?

On the latest episode of The B-Side with James Barrow - the first for 2023, I had the pleasure of chatting with Mike Spirkovski, the former chief creative officer of Saatchi & Saatchi Australia. He is now the co-founder of Rethink Everything, a creative company that solves complex business problems by integrating creativity and imagination to create positive and sustainable change.

Mike shares his experience in the advertising industry, where he developed a passion for creating impactful ideas for good. He discusses how this led him to double down on this journey to co-found Rethink Everything, which provides him access to experts from various fields, such as environmental science, sustainability, marketing, public relations, and politics, allowing him to extend his reach beyond traditional agencies.

He explains the Rethink Everything business model and how he is partnering with brands to tackle some of society's most significant challenges. Like Citizens of the Great Barrier Reef, spearheading the Great Reef Census campaign, a groundbreaking global citizen science effort to survey and protect the largest reef system in the world.

We discuss how organisations can integrate sustainability initiatives into their brand purpose rather than keeping them as part of a separate ESG strategy. And we jam on purpose-driven marketing, measuring the success of sustainability campaigns, the perils of greenwashing, and the need for brands to be authentic in their actions and marketing communications.

Mike and the Rethink Everything are committed to making a difference and creating unprecedented, wide-reaching impact. It was a fascinating and inspiring conversation and I hope you enjoy it as much as I did. Cheers!

You can find Mike here: linkedin.com/in/mike-spirkovski-6087a113

Learn more about Rethink Everything here: http://rethinkeverything.au/

Take part in the Great Reef Census here: https://greatreefcensus.org/

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Get ready for a knock-out episode of the B-side! On episode 36, we're sitting down with Australian boxing legend Nader Hamdan. Once ranked No.2 in the world behind Oscar De La Hoya in 2003, Nader has fought some of the biggest names in the sport, including Anthony Mundine, Arthur Abraham, Sam Soliman, and John Wayne Parr.

But Nader's not just a one-trick pony, he's also thrown his gloves into the entertainment ring, appearing on hit shows like The Contender, East West, Mr Inbetween, The Ropes, Heartbreak High, and Underbelly.

In this episode, Nader opens up about his incredible journey from a bullied child growing up in the diverse and working-class suburb of Marrickville, to becoming an out-of-control teenager, to finding his passion for fighting at the Newtown Police boys club, where he met trainer and fellow Marrickville legend, world champion boxer Jeff Fenech.

Nader shares the details of his toughest fight, the drive that kept him on his feet through serious injuries, and how he earned the nickname 'Lionheart'. He also talks about what happens behind the scenes of a fight promotion, the rules of trash talk, and how he caught the attention of some of the world's best boxers.

Nader also talks about his son Hassan Hamdan, who is following in his father's footsteps and is being coached by Jeff Fenech himself. He talks about how proud he is of his son's progress in the boxing scene and the joy of passing on his knowledge and experience to the next generation.

But the real heart of this episode is Nader's powerful message of discipline, respect, and self-belief and his mission to help bring direction to troubled youth.

Don't miss this cracking episode of the B-side. Nader is a true champion and a beautiful soul, and I know you'll enjoy it as much as I did. Cheers!

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Get ready to jam out to some big ideas on episode 35 of the B-side! We're hanging out with Rob Campbell, Chief Strategy Officer of Colenso BBDO NZ, Aotearoa.

Rob is a creative badass - an ex-rockstar turned ad guru who knows that pushing boundaries and tapping into the power of culture, creativity, and chaos is essential for creating effective and impactful advertising campaigns. He's worked with some of the biggest brands on the planet, including Nike, Spotify, Virgin, and even Metallica, at agencies like Wieden+Kennedy and R/GA. Now, he's leading the charge at Colenso BBDO, one of the most award-winning agencies out there.

In this episode, Rob talks about his new book Dream Small, where a crew of planners and a photographer hit the road to capture how young people really see their lives and future, unfiltered. The project uncovered some uncomfortable truths that challenge the idea of New Zealand being a utopia of progress and harmony.

He spills the beans on his unique creative approach, strategic methods, and how fostering a culture where people feel free to take risks, create chaos, and make killer work is essential. He stresses the importance of diverse perspectives, why brands should have a point of view, not just a proposition, and how to connect with culture instead of just observing it.

This episode ain't for the faint of heart, but it's jam-packed with fresh, unapologetic ideas and opinions that will shake up your advertising and marketing game. Rob is a true gentleman and I had a blast chatting with him. Cheers!

P.S: Sorry about the audio quality, I had a few tech issues.

You can find Rob here: https://www.colensobbdo.co.nz

Or reach out to him on LinkedIn: https://www.linkedin.com/in/rob-campbell-723593/

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Can robots really be creative?

In episode 34 of the B-side, I speak to Richard Savery, a developer of artificial intelligence and robotics, who is trying to find answers to this question and many more through music and creativity.

He is a Research Fellow at Macquarie University, developing new robotic musicians, like Shimon, a freestyle rapping, singing, jazz improvising, and marimba playing robot. He completed a PhD in Music Technology (minor in Human-Computer Interaction), at the Georgia Institute of Technology, graduating in 2021.

Richard’s work has received widespread media attention, including a Guinness World Record for ‘First robot to participate in a rap battle’, articles in Scientific American, BBC Radio, and The World According to Jeff Goldblum.

He has authored hundreds of papers, some of which I refer to on the show; he’s composed and orchestrated many video games, films and ads, including Fast Four featuring Roger Federer and worked for 15 years as a professional saxophonist, clarinettist and flutist.

We discuss his research, and the science behind creativity in robotics and AI. How robotic musicians don’t just work for us, but with us as collaborators, like equal members of a band adding their own unique style of creative spontaneously.

I learn about the difference between mechanomorhphic and anthropomorphic robotic design principles. And ask if the robot music industry will put human creatives out of a job. Thankfully, according to Richard, it's more likely that the future will see robots working alongside us to create better work, not replace us, anytime soon.

This was an incredibly thought-provoking and super exciting chat on the convergence of robotics, AI, and creativity. I hope you enjoy it as much as I did.

You can find Richard Savery and learn more about his awesome work here: https://richardsavery.com/about

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Why aren’t there more creative voices in politics and what will it take to shake up the status quo?

Episode 33 of the B-side is an Australian federal election edition featuring Jane Caro. An Award winning Australian columnist, author, novelist, broadcaster, documentary maker, feminist, social commentator, and advertising luminary who’s running for a seat in the senate representing the Reason party.

Jane pulls absolutely no punches as we discuss what the Reason party stands for, their principles on climate change, women's rights and equality for all, the erosion of public education, and the need for change towards a rational, honest, and transparent government.

I have interviewed people from all sides of the political spectrum, and what I do believe is that competition and creative friction creates better outcomes. I believe healthy competition is good for everyone.

Regardless of your political persuasion Jane Caro delivers a timely and powerful pitch for us to vote for healthy change. 

So I hope to see you at the local polling booth this weekend and if you mention the B-side I’ll even shout you a democracy sausage.

You can find out more about Jane Caro and Support the Reason Party here:  https://www.janecaro4reason.com.au

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Can graffiti writing and hip-hop be used as a force for good?

On Episode 31 of the B-side, I speak to Matthew Peet, aka Mistery, one of Australia's most long-standing, influential, and prolific graffiti writers and a pioneer of hip-hop culture down under.

Matt has been spraying walls, striking B-boy stances, spitting knowledge, and spreading the good word since the 80s. His work can be seen throughout Sydney (with many pieces covering walls in my old stomping ground of Petersham) and across the world, from the UK, France, Belgium, USA, Germany and New Zealand. And he's been commissioned by Coca Cola, Sydney Theatre Company, the Roads and Traffic Authority (RTA) and MAD Magazine, along with doing hundreds of pieces for many private and community-based organisations.

Mistery discusses growing up in the multicultural melting pot of Sydney's southwest and inner west in the '80s and how hip-hop brought people from all backgrounds together. And how he moved away from a destructive path of gangs and spraying walls illegally to a more positive one, using graffiti and other elements of hip-hop culture as a means of creative development and expression. Rather than defiance of authority.

He shares how this journey led him to find faith and become a Christian Minister. And then an educator with The Street University, using his artistic skills to work with youth and help them find a positive outlet for their creativity.

We jam on the difference between street artists and graffiti writers and the nuances between the various styles. Matthew shares his creative process, his approach to writing at scale, and how he comes up with his ideas. And we draw parallels between graffiti art and brand advertising. Where frequency, reach, context, novel uses of media, and a deep understanding your audience is crucial if you want your brand to be seen and noted.

Matthew Peet's work and energy have inspired me since I was a kid. I find his art, passion for hip-hop culture, and dedication to his community as inspiring today as ever. I hope you enjoy the episode as much as I did in recording it.

You can see more of Matthew's work here: https://piecesofmistery.com
Gain some creative direction and knowledge at The Street University: https://streetuni.com.au
Or connect through a shared passion for hip-hop and faith at Krosswerdz: https://krosswerdz.com

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What does innovation in the retail space look like? And how can we develop more impactful customer experiences?

Hello and welcome to episode 30 of the B-side and our first episode for 2022. I'm kicking off the year with an awesome chat with Matt Newell, CEO and founder of The General store.

Matt's journey started out with a degree in music and dreams of making it on the big stage. But with the advice of his dad he caught the agency bug, found a new passion, and built a career as a strategist in the advertising industry. Before founding his own agency, The General Store, in 2012, which has quickly become one of Australia's leading agencies dedicated to retail strategy and innovation.

Matt talks about how he sets his agency apart from others, by focusing first on outcomes and delivering impact, as opposed to the outputs. And in creating genuine, informal client relationships. Where he and his team are seen as trusted partners, not just order takers. He picks my brains on what makes for an excellent agency-client relationship, given I’ve worked on both sides of the fence.

He discusses the differences between online and bricks and mortar retail strategies. The two types of shopping experiences. What retail innovation is and what the future of retail looks like, it's not all Apple stores and Amazon guys.

We reflect on the rising power of retail brands, with their ownership of rich audience insights and control over vast retail ecosystems. And we cover the challenges faced by the retail sector, tackling some tough questions like why delivery is outsourced to third parties. Why customers should carry the burden of trust with an online purchase. And how can we improve the online transaction model to benefit both the vendor and the customer.

And he shares his leadership philosophy, centred on developing positive environments where optimistic people can thrive and where creativity and innovation emerge organically.

This was such an insightful and refreshing chat and a cracking episode to kick the year off with. I thoroughly enjoyed hearing Matt's thoughts on retail marketing, customer experiences, innovation and strategy, and I know you will too. Cheers.

You can find Matt Newell and learn more about The General Store here: https://www.thegstore.com.au

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What does it take to lead the merger of two agency brands into one culturally aligned and growing business force that has quickly become one of Australia's leading media agencies?

On Episode 28 of the B-side, I speak to Imogen Hewitt, CEO of Spark Foundry Australia, one of the world's leading media agencies and part of the Publicis network.

Imogen has spent the last 20 years learning and honing her strategic leadership skills in full service, media, and creative agencies both in Australia and South-East Asia. A true marketing powerhouse, she was listed on Campaign Asia's 2017 and 2020 'Women to Watch list, and has been recognised on B&T's Women in Media Power List every year since 2017.

Imogen chats about growing up in a working-class family in Balmain and how her fortunes changed after winning a 25k scratchy ticket that helped put her through private school and sparked her passion for working in the advertising industry.

She talks about building a career  working in creative and media agencies and how this experience fostered her ability to think across disciplines and channels—giving her a hybrid strategic point of view. And how she has applied this strategic lens to the challenges faced as a new CEO, like combining two agencies with their own cultures, improving team morale, and turning around the business with a string of new business wins throughout Covid-19.

We discuss why there aren't more strategists and creatives in CEO roles leading creative and media agencies. Why marketers aren't better at marketing themselves, and how she is carving out a unique point of difference for Spark through their guiding strategic pillars of people, product, and positioning.

We jam on what makes for a successful client-agency relationship. Why creative and media agencies can work better together. And the importance of having a deep understanding of our customers, the context they're in, and the value they derive from marketing interactions in order to create truly successful campaigns.

It was so refreshing to hear her no-nonsense views on strategy, the industry, leadership, and what it takes to run a media agency during these challenging times. I thoroughly enjoyed this chat, and I am sure you will too.

You can find Imogen here: linkedin.com/in/imogen-hewitt-bb27031
Learn more about Spark Foundry here: https://www.sparkfoundryww.com

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