The Fuel Podcast

From BMP/DDB, AMV/BBDO and Mother to Campbell Doyle Dye, DHM and LOVE or FEAR, Dave Dye has been behind some of the world's most amazing advertising campaigns in his 40-year career. A creative leader, Dave also runs one of the advertising industry's most loved podcasts 'Stuff from the Loft' where it's not unheard of to hear 2-3 hour long interviews with advertising royalty.

In this show, Dave discusses the art of leadership, using Tim Delaney and Alan Parker as examples. He urges the ad industry to get back to solving business problems, and why it's important to explain the creative process to clients.

Dave's favourite piece of work, the emotion of creativity, impostor syndrome, how D&ADs have changed, the fossil fuel addiction rabbit hole, keeping podcasting natural, Dave's white whale, Dave Trott's theory of jingles and new technology that works!

And Arsenal...Dave's beloved Arsenal.

Incidental music by Music_Unlimited from Pixabay

That link to the report on open plan workspaces:https://royalsocietypublishing.org/doi/full/10.1098/rstb.2017.0239

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Words have impact. Words have meaning. In your advertising, in your PR copy, in your emails, in your social media.

And here to explain his fascination with words is one of the advertising industry’s most famous creative directors, copywriter and agency leader and mentor, Peter Souter.

We caught up him in his last 2 months as TBWA London’s Chairman and CCO – before he retires to enjoy his days using the written word to create entertainment - and this show is full of words of wisdom accumulated over his prolific career.

He's also about to embark on an exciting new venture with comedy screenwriter Richard Curtis. We hear all about that and Peter passes on his learnings from a prolific 40-year career in advertising.

https://www.creativebloq.com/news/gilette-advertising-stunt

The Little Market

https://vimeo.com/108493724

Freddie Powell

https://freddiepowell.com/

Incidental music by Skilsel from Pixabay

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Lawman Kevin Taylor once had to negotiate for his own life with a shotgun shoved in his face. He's also had to negotiate for other people's lives too, because he's been at the sharp end of hostage negotiation for decades.

These days, he prefers the cut and thrust of boardroom to the perils of policing but the skills translate to the business and sports worlds, where he’s paid to help parties achieve a win.

Negotiation is one of the foundations of the new business world but most of us have no training in the art – we just make it up as we go along.

And without knowing how to get the best deal for you and your prospect, you’re always turning up to a gunfight with a banana.

Spend the next hour and a bit listening to one of the UK’s best negotiators, spreading the wisdom about the subtle art of negotiation.

Incidental Music - Call The Police by Gvidon, Sound Effect by Placidplace

from Pixabay

Kevin’s LinkedIn profile:

https://www.linkedin.com/in/kevin-taylor-90145852/

An introduction to Robert Cialdini The 6 Principles of Influence

https://www.youtube.com/watch?v=HOypv1AqYu0

Boost your new business with a free trial of The Advertist

https://www.theadvertist.com/New-User-Welcome.html

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It's not fine. It's far from fine. It's about as far from fine as it could be. Gustav Martner is the Creative Director of Greenpeace Nordics and earlier this year, he handed back one of his many Cannes Lions as a headline-grabbing protest against the advertising industry that is still rewarding companies that are causing maximum harm to our planet, while they gaslight us into thinking they are doing good.

Enough already! It has to stop and Gustav explains why.

He's on a mission to have advertising from fossil fuel companies banned and if your agency works for a fossil fuel company, then he's coming for your budgets.

And a milder, more level-headed guy you couldn't wish to meet. He's not some tree-hugging hippie that glues himself to the motorway. He understands the whole argument because he's been on the other side of the fence, running agencies and working for big oil, big aviation and big auto but he's seen the light...and it's fading fast.

Here's a show about how the advertising industry can still do what it does best, but as forces of good for the planet.

Gustav Martner's LinkedIn profile: https://www.linkedin.com/in/gustavmartner/

The Cannes Lion protest in full: https://www.youtube.com/watch?v=ttIGaxDEaRE

The Merchants of Doubt - essential reading to understand the lobbying business:

https://www.merchantsofdoubt.org/

Naomi Oreskes, “Behind the Ivory Tower: The Scientific Consensus on Climate Change”

http://www.sciencemag.org/cgi/content/full/306/5702/1686

Source: MIT (MIT is one of the leading academic institutions in the world) Title: Why have I heard that eating meat is bad for the climate?

https://climate.mit.edu/ask-mit/why-have-i-heard-eating-meat-bad-climate

Source: National Library of Medicine (The National Library of Medicine is the world's largest biomedical library and a leader in research in computational health informatics) Title: Consumer Attitudes Towards Environmental Concerns of Meat Consumption: A Systematic Review

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6479556/

Source: University of Cambridge- Title: Changing global diets is vital to reducing climate change

https://www.cam.ac.uk/research/news/changing-global-diets-is-vital-to-reducing-climate-change

https://www.theguardian.com/environment/2022/feb/16/oil-firms-climate-claims-are-greenwashing-study-concludes?CMP=Share_AndroidApp_Other

https://www.theguardian.com/environment/2022/feb/16/oil-firms-climate-claims-are-greenwashing-study-concludes?CMP=Share_AndroidApp_Other

Actions vs. Words: A Look at Fossil Fuel Greenwashing

https://www.climaterealityproject.org/blog/actions-vs-words-look-fossil-fuel-greenwashing

Gustav's book choice:

https://www.amazon.com/One-Day-Life-Ivan-Denisovich-ebook/dp/B00BMKMK3M/ref=sr_1_1?crid=M7VBFSTPY7H&keywords=one+day+in+the+life+of+ivan+denisovich&qid=1663846590&sprefix=Ivan+Den%2Caps%2C73&sr=8-1

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Like Donald Trump after an FBI raid, the climate deniers' argument keeps changing. Rachel Konrad stands on the battlements for our planet and challenges the fossil fuel companies and the intensive farming lobby every day. Hailing from Motown itself - Detroit to become one of Silicon Valley's leading tech evangelists, Rachel knows only too well the environmental catastrophe we face and she's leading the charge to help educate us and show us that marketing can be used as a force for good as well as bad.

In this show, Rachel walks us through her journey to enlightenment and explains how the powerful lobbyists for the meat industry and the fossil fuel industry have hijacked the narrative to benefit their bottom line.

The answer is actually very simple and all it needs is a common-sense, bullshit-free perspective. Rachel is pretty much the ambassador for common sense and straight-talking, so watch out for some hard truths and uncomfortable facts.

Being disruptive is destructive and it comes with its own challenges. Rachel's job as Chief Brand Officer at The Production Board, a unique venture foundry created by Dave Friedberg focused on businesses that reverse global warming and improve human health stands at the vanguard of the green tech movement.

In this show Rachel also outlines the 3 leading factors for successful plant-based food marketing and why having a moral righteousness is critical if companies want to avoid greenwashing claims. She also spills the beans on Elon Musk's work ethic and provides the perfect response to anyone who tells her to calm down.

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Paul Phillips is the Managing Director of AAR – the Advertising Agency Register, where magical matches are made and he’s seen it all.

Failure, success and everything in between that is the battlefield of agency life.

In this show, he shares his observations from the last 25 years of agency pitches and presentations, what to do, what not to do and how to make sure that you and your agency is putting itself forward for business you can win and that your brand is hunting for the right kind of agency for your brief.

And if you’re a CMO or brand custodian and thinking of appointing a creative agency, or you run an agency and are looking for new business, then this is all you need to know, right here:

We discuss:

What makes a great advertising agency

Justifying marketing budgets

How to be pitch perfect

The art of pitch editing

Relationship longevity

The definition of 'Shower time'

The importance of strategy

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If you don't know who Rob Mayhew is, you need to.

He's a rare breed of marketing and sales genius, twinned with comedy and acting skills that have taken the world of TikTok by storm.

His Award winning, lo-fi, short sketches about agency office life have gained a huge following, from people in the world of marketing, PR and advertising and those outside of it.

Rob has cornered the market with his hilarious, touching, accurate depictions of such trivial things as the stresses of working late, your first day in a new job, the agency summer party, technical failures at a pitch meeting and he's produced literally thousands of them, gaining over 3 million views on TikTok and attracting over 7000 followers on LinkedIn - and he's only just started!

In this show, Rob delivers a masterclass in how to conquer TikTok, how to use comedy to grow an audience, and the role that humor plays in winning new business.

Using comedy for internal comms

Breaking down diversity issues

How the TikTok algorithm works

How to laugh customers into the funnel

How to remember ideas

Why the American comedy scene is the best in the world

Keith & Rob design a line of sweaters in the show

Big props to:

Fleishman Hillard

Rowing Blazer sweaters

Incidental music by 27202754 from Pixabay

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Paul Grubb literally emerged from the rubble of a building site in Sheffield and was the first hire that the legendary Dave Trott made when he started Gold Greenless Trott in 1980 with Mike Greenless and Mike Gold. GGT went on to be named The Most Creative Agency In The World and soon became a rebel with a cause in Ad land, bringing a unique twist on the world of advertising, thanks largely to Paul's approach.

Constant reinvention is a driving force behind Paul’s work and he went on to co-found DFGW Duckworth Finn Grubb Waters which throughout the 90s and early 00s was one of London’s most successful creative independent agencies.

Living in Bangkok, Paul now oversees the ASEAN creative work for the Ford Motor Company.

This is a 'Super-show' best consumed in one go, but even if you so hit the pause button, please listen all the way through because Paul is a gold mine of insight and advice for growing agencies. There's also some great stories from the early days of his career!

Nuff said?

Bring it on

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Strap in for a real advertising masterclass from one of the industry's greats! Graham Fink. One of the advertising world's greatest and most awarded creatives, sits down for a marathon interview about his life, his work and his ongoing quest for new creative outlets.

How hands are less-efficient art tools, the inspiration of theology, the art of creativity, how to find inspiration, dealing with critics, the ethics of cigarette advertising, green washing, Dave Trott, distraction, humor, curiosity, the stories behind some of Britain's most legendary advertising campaigns, how art directors work.

Name checks for:

Advice from Malcolm McLaren, how many ideas per day? imposter syndrome, the creativity of George Best, why Apocalypse Now is one of the world's best movies, surveillance advertising and the lost art of media buying, Artificial Intelligence, can robots work in the Art Department? Digital Colonialism, postcard art and lots more.

Supporting show reel https://youtu.be/z218e-HpK_U:

Incidental music: Musictown from Pixabay

Graham's latest exhibition: https://www.hungertv.com/editorial/meet-the-artist-blurring-boundaries-to-investigate-the-human-spirit/

Unlike the lens of a camera, a human’s perception is dramatically filtered by our level of attention and emotions

Drawing with Tobii eye tracker: https://www.youtube.com/watch?v=7ApFzumPQEQ

Cai Guo-Qiang's Sky Ladder: https://www.youtube.com/watch?v=lLTT8ogRf50

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Safi Zisman is a professional media coach and PR expert. His company BF Media helps companies prepare their story for use on TV and radio. And as you'll hear, it's not easy to get it right unless you have expert advice. In this fun interview, Safi points out the common errors that spokespeople make and how to trouble-shoot your interview ahead of time.

In this show we discuss:

Reach Safi on LinkedIn here: https://www.linkedin.com/in/safi-zisman-5aa21929/

BF Media here: https://www.linkedin.com/company/bf-media/

Mick Lynch -v- The Media here: https://youtu.be/cgSUpyo86ZI

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