Campaign Chemistry

Campaign US
  • 5.0 (3)
  • BUSINESS
  • UPDATED WEEKLY

On Campaign Chemistry, a podcast from Campaign US, we pick the brains of creative alchemists, business wizards and marketing geniuses behind the world’s greatest brands.

  1. Campaign Chemistry: Rethink’s Sean McDonald

    15H AGO

    Campaign Chemistry: Rethink’s Sean McDonald

    In an industry often obsessed with the next quarterly report, Rethink has built a legacy by focusing on “good, not growth.” This week, Campaign sits down with Rethink global chief strategy officer and partner Sean McDonald for a dive into an agency culture that prioritizes independence and a fierce commitment to creative excellence. From the iconic It Has to be Heinz campaign to the genius of the Doritos collaboration with Walton Goggins to sliding in Canada’s DMs on behalf of IKEA, McDonald shares how a "people-first" philosophy actually drives better business results. We dive into the "media plan as a trampoline" concept, the importance of inclusive creative processes with clients and why maintaining a healthy work environment isn't just a perk — it’s the secret sauce behind some of the world's most awarded work. The sound bite "We set the standard in this industry." The key takeaways Replace "be brave" with confidence building. Ad agencies should abandon the self-indulgent sales tactic of asking marketers to "be brave.” Instead, agency partners must build client confidence by deeply understanding their internal operations, specific needs and legal boundaries. Prioritize sustainable agency "good" over rapid "growth.” Pursuing top-line revenue by accepting misaligned clients can damage an ad agency's core culture. Agencies must have the confidence to decline projects that conflict with their mission, which protects the team and paves the way for stronger, long-term brand partnerships. Consider a "relationship accelerator" format for client onboarding. Successful partnerships require a transparent, therapy-style onboarding session before executing campaigns similar to how Rethink begins new client relationships. Uncovering why the client chose the agency, past agency failures and client pet peeves preemptively prepares both parties for inevitable future challenges. Pitch iterative concepts instead of polished decks. Agencies should avoid presenting massive, finalized pitch decks. Instead, present strategic hypotheses as conceptual "shallow holes" and collaborate directly with clients to refine ideas without wasting resources on early-stage polish. Leverage the media plan as a creative trampoline. Simply fulfilling a media plan takes client budgets for granted. Marketing teams should use the media plan as a launchpad to generate cultural impact, constantly seeking innovative ways to outperform the initial media investment. Adopt a "go then grow" model for real-time marketing. To capitalize on cultural moments, launch a limited minimum viable product to test audience interest. Agencies can scale based on demand, similar to launching the "Seemingly Ranch" condiment as a limited release before securing mass retail distribution initiated by Walmart. Identify the shared belief between brand and consumer. A brand declaring its own superiority aka “it has to be us” is not enough True strategic success requires uncovering a shared belief and identifying the specific, authentic reasons why target audiences feel compelled to choose the product. Build pre-existing trust for agile campaign execution. Lightning-fast, real-time marketing — like altering beer cans to react to a viral sports moment seen in the Coors Lights Out execution — demands rapid navigation of legal and sponsorship constraints. This agility is only possible when ad agencies and brands have established years of mutual respect and trust. Embrace humility and peer review in marketing strategy. Elite strategic minds avoid working in silos or pretending to have all the answers. Leveraging rigorous peer review and team collaboration eliminates the pressure of "knowing," uncovers comprehensive insights and prevents culturally insensitive missteps. Recruit ad agency talent with a strong "b******t meter.” When scaling marketing teams, prioritize candidates who are authentic, honest and willing to challenge mistakes. Combining this straightforwardness with a genuine drive to set industry standards cultivates an unstoppable agency culture, according to McDonald. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    47 min
  2. Campaign Chemistry: 2026 Spark Honorees

    6D AGO

    Campaign Chemistry: 2026 Spark Honorees

    Who are the newest marketers changing the game and what do they have to say about the industry? Last week, Campaign celebrated its first Spark Awards, an initiative to spotlight emerging marketers with under five years of experience who demonstrate creativity, agility and new perspectives. From scripting segments of NBC’s Saturday Night Live 50th Anniversary Special to writing and art-directing Nickelodeon’s Emmy-winning 2023 worldwide rebrand spot, Spark’s 2026 honorees show promise of sparking industry change. In this conversation from Campaign’s annual Convene conference, reporter Julia Walker sits down with Davonte Anthony from McKinney, Lauren Dismond from BarkleyOKRP and Amanda Cornell from Ally Financial gives us a look at the inspirations and challenges established marketers should be aware of, should they want to lend a hand down to those emerging in the industry. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    33 min
  3. Campaign Chemistry Rewind: 4As CEO Justin Thomas-Copeland

    FEB 25

    Campaign Chemistry Rewind: 4As CEO Justin Thomas-Copeland

    This week, we revisit a conversation from last August when we first sat down with Justin Thomas-Copeland, who was in his first 100 days as the new CEO of the 4As. We get to catch up with Thomas-Copeland again at our annual Convene conference on February 25th in NYC for the highly anticipated session, State of the Nation. In this conversation, the new CEO discusses his transition into leadership and his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings. Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.The Takeaways Grace is essential when transitioning into new positions, especially in leadership roles.   Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.   Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.   Talent management is a key concern for agencies.   Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.   Technology is reshaping the competitive landscape.   Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.   The entertainment industry and the creator economy are changing marketing dynamics. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    53 min
  4. Campaign Chemistry: Campaign Convene Countdown

    FEB 17

    Campaign Chemistry: Campaign Convene Countdown

    The countdown is on.  With only two weeks to go until Campaign Convene, marketers are getting their passes ready for Campaign’s one-day conference in New York City. In this episode, editor Luz Corona sits down with Campaign data journalist Cecilia Garzella to peel back the curtain on the programming and themes defining this year’s gathering for marketing and advertising professionals. They dive into a jam-packed agenda featuring 11 high-impact sessions, ranging from the “State of the Nation” to complex legalities of bold, innovative campaigns to the possibilities of AI in marketing. It’s not just about the big names, though; it’s about the next generation of big names. The duo discusses the inaugural Spark Awards, celebrating 20 honorees who represent the most vibrant emerging talent in the field today, to be celebrated during a reception following the conference. This year’s theme, Rewired for Relevance, was created to inform marketers on major industry challenges and drive inspiration to keep brands and marketers at the forefront of creativity and innovation. Key topics include AI, sports, the creator economy and more. Registration is open now — head over to campaignUSconvene.com to secure your tickets and join us in NYC. Interested in reading up on the speakers, topics and brands featured in the lineup? Check out past coverage that paved the way to this year’s Campaign Convene for a preview. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    11 min
  5. Campaign Chemistry: Arnold’s George Sargent

    FEB 12

    Campaign Chemistry: Arnold’s George Sargent

    In an industry often obsessed with the "new," Arnold stands as a titan with an 80-year legacy. However, staying relevant for nearly a century requires more than just history; it requires strong commitment in maintaining relationships and building trust with clients. In this episode, Arnold CEO George Sargent joins host Emma Thumann to pull back the curtain on how the agency fosters a culture where it’s "safe to be brave." From the recovery of the post-pandemic landscape to balancing the integration of AI without losing the human spark, George explores why curiosity remains the most valuable asset for any marketer. We dive into the resurgence of humor in advertising, the necessity of in-person chemistry for building trust and why the most successful creative solutions are born from deep, long-term partnerships. Whether you’re a seasoned leader or emerging talent, George’s insights on leadership and adaptability offer a masterclass in navigating the shifting tides of modern marketing. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    42 min
  6. Campaign Chemistry: Liquid I.V.’s Stacey Andrade-Wells

    FEB 9

    Campaign Chemistry: Liquid I.V.’s Stacey Andrade-Wells

    Liquid I.V. wants you to “take a look at your pee” this Super Bowl and beyond. The powdered hydration brand appeared last night on America’s “biggest stage,” a la singing toilets, to encourage viewers to pay attention to the major signs of dehydration, particularly during bathroom breaks. On this episode of Campaign Chemistry, Liquid I.V. CMO Stacey Andrade-Wells joins immediately after the Big Game to give us a behind-the-scenes look at the brand’s journey to its big Super Bowl debut.  The sound bite "Could I have imagined that I would be putting singing toilets on the Super Bowl? No, certainly not.” campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    31 min
  7. Campaign Chemistry: Orci’s Marina Filippelli and EchoCultura Consulting’s Michael León-Rivera

    FEB 5

    Campaign Chemistry: Orci’s Marina Filippelli and EchoCultura Consulting’s Michael León-Rivera

    On February 8, “the world will dance” to Bad Bunny’s Super Bowl halftime show. But for the Hispanic and Latino community, the sight of a global superstar — with a Spanish-only album currently dominating the charts and, most recently, the Grammy Awards — performing on America's “biggest stage” holds a different meaning against the backdrop of a volatile anti-immigrant climate. In this episode, host Luz Corona sits down with Orcí CEO Marina Filippelli and EchoCultura Consulting founder Michael León-Rivera to discuss the cultural weight of Bad Bunny’s performance at the Super Bowl and his recent Grammy wins, framing him as a symbol of the “contradictions in Puerto Rican identity.” The group also digs into a ThinkNow study regarding the impact of immigration raids on Hispanic consumer behavior as the sobering data demonstrates the decline of “The American Dream” and how it has led to shifts in shopping habits, including a decrease in in-store visits due to fear and community tension. Lastly, the group provides insight into how they are staying grounded as Hispanic leaders while navigating a polarizing news cycle. The sound bite “The consumers are much more complicated than we make them. We want them to fit within our psychographics, but we need to remember that many Hispanics live in mixed-status households."  The key takeaways While anyone can buy media reach, real brand love and loyalty are built through actions, respect and a deep understanding of what the consumer is facing.Turning away from multicultural consumers because the conversation feels “too complicated” is dangerous. Inaction allows competitors to capture the loyalty of rising generations such as Gen Z.Brands should focus on making progress rather than achieving “perfection.” Moving forward with small, honest actions aligned with core values is more effective than remaining frozen in fear.Recent data shows a sharp decline in patriotism and optimism among U.S. Hispanics. Marketers must recognize that the traditional “American Dream” narrative may no longer resonate as it once did.Socio-political events, such as immigration raids, directly influence shopping habits. Fear can lead to a reduction in in-store visits and a general pullback in economic spending.There is often a tension between corporate shareholder priorities and a brand’s mission. Marketers must navigate these “internal contradictions” to ensure the brand’s public image remains human-centric.Multicultural marketing is not Illegal. Despite the current political climate and fears of backlash, it is critical to remember that specifically targeting and supporting multicultural communities is a legitimate and necessary business practice.Figures such as Bad Bunny serve as a “pedestal” for the community. When a trusted voice speaks on values like love and empathy, it carries more weight than a traditional brand message.Hispanic households are frequently multi-generational. Younger, more socially conscious members often influence the shopping patterns and brand perceptions of the entire household.In a volatile news cycle, consumers want to feel understood. Approaching marketing with empathy and compassion helps brands maintain a connection even when consumers feel insecure or unsure about the future.The reference links = Immigration Raids Impact Study by ThinkNowStanding Together: An Evening of Solidarity Fundraiser on February 20, 2026Thought leadership from Rivera:The Curious Case of Puerto Rico Within the Marketing LandscapeWhat Brands Can Learn From the Power of Latinx Superheroes More Than Family and Soccer: Why HHM Campaigns Can Feel HollowCampaign US Super Bowl coverage campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    55 min
  8. Campaign Chemistry: BBDO Worldwide’s Nancy Reyes and Chris Beresford-Hill

    JAN 29

    Campaign Chemistry: BBDO Worldwide’s Nancy Reyes and Chris Beresford-Hill

    In an era where consumer attention is more fractured than ever, the traditional "ad" is no longer the cure-all for a brand's woes.  This week, BBDO Worldwide's Nancy Reyes, global president and CEO, and Chris Beresford-Hill, global chief creative officer, join Campaign Chemistry to pull back the curtain on the agency's next chapter. Following a whirlwind of acquisitions and industry shifts, the leadership duo discuss the much-needed evolution from "creative department" to "business partners." They dive deep into the necessity of upskilling talent for the AI age, the reality of dwindling brand loyalty and why the most successful creatives of the future will be the ones who understand the ins and outs of the client’s business.  The sound bite "Creatives need to think beyond just making campaigns." The key takeaways Creativity should solve business problems, not just create ads.Understanding how a business makes money is crucial for success in advertising, especially when working at ad agencies.The future of advertising requires a blend of creativity and business acumen.Brand loyalty is diminishing in a fragmented market.Emerging talent should focus on being business-minded to thrive in the industry. campaignlive.com   Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.    What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    37 min
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Ratings & Reviews

5
out of 5
3 Ratings

About

On Campaign Chemistry, a podcast from Campaign US, we pick the brains of creative alchemists, business wizards and marketing geniuses behind the world’s greatest brands.

Information

  • Creator
    Campaign US
  • Years Active
    2021 - 2026
  • Episodes
    285
  • Rating
    Explicit
  • Show Website
    Campaign Chemistry

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