Any Insights Yet? with Chris Kocek

Chris Kocek
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Any Insights Yet? reveals the secrets, stories, and surprising discoveries that have led to fresh insights, resulting in the world’s most memorable campaigns and breakthrough business ideas.

  1. Making Boring Briefs Better with Ashley Rutstein, Copywriter, Influencer, and Creator of Stuff About Advertising

    قبل ٥ أيام

    Making Boring Briefs Better with Ashley Rutstein, Copywriter, Influencer, and Creator of Stuff About Advertising

    How do you help strategists transform boring briefs into better briefs so that creatives can do what they do best? That’s just one of many questions I ask Ashley Rutstein during our interview. Ashley is a copywriter-creative director, an Adweek Creative 100, and the founder of Stuff About Advertising - a multiplatform channel with hundreds of thousands of followers, where Ashley covers a wide range of topics, including insights, effective brainstorming techniques, and brilliant movie marketing activations. I first discovered Ashley because of her Weekly Advertising Roundup videos, where she highlights and dissects advertising wins and fails from the week in advertising. She’s been doing these roundups every week (or almost every week) for the past four years, so I thought it would interesting to learn what patterns she’s discovered about great (and bad) advertising, and how it has helped her with her own creative work.  Some of my favorite aha moments from our conversation include: The awkward middle school moment that led to Ashley’s fascination with blind spots The insight that led to a refreshingly honest addiction recovery campaignHow Ashley and her team helped Zespri yellow kiwis get more attention in the USThe Discover Card commercial that has made Ashley consider getting a tattooThe methods and questions behind her “unhinged concept” videos for brands like Crocs and PoppiAshley’s advice for brands who are trying to gain more traction on TikTok and YouTube Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Fourth Wing by Rebecca Yarros The Way of Kings by Brandon Sanderson  Videos: Unhinged Concepts: Ideas for Poppi Dr. Barlow: Intro to African American Studies Sinners Trailer Campaigns: Face it Together (Addiction Recovery Center): Day One Dr. Barlow: Netflix Black History Month Discover Card: Frog Protection Surreal Cereal: Fake Celebrity

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  2. Seeking Confessions, Not Just Observations with Mark Pollard, Author of Strategy Is Your Words

    ٢٨ أغسطس

    Seeking Confessions, Not Just Observations with Mark Pollard, Author of Strategy Is Your Words

    What’s the difference between a good observation and a real insight? According to Mark Pollard, one of the most sought-after strategy consultants and trainers in the industry, it often comes down to whether someone’s willing to confess something they’ve never said out loud before. As an Australian strategist, Mark brings a different voice to the podcast - literally and figuratively.  You’ll notice from his very first line, he doesn’t mince words and he’s not afraid to call a spade a spade. Maybe it’s the Aussie accent that allows him to be so bold. Or maybe it’s because he’s been doing strategy for so long that he just knows how to cut through all the b******t and get to the heart of a situation.  Mark has been in the agency world since he was 19 and he’s worked with a wide variety of agencies, including Big Spaceship, Leo Burnett NY, Edelman NY, and Ogilvy, just to name a few. His client roster is equally as impressive, working with brands like Audi, Hilton, Netflix, The Economist, Facebook, Electronic Arts, and more. In this episode, Mark takes a break from his global strategy training tour to talk about the messy, awkward, and deeply human side of strategy. Some of my favorite aha moments from our conversation include: The difference between loud and quiet questions when interviewing peopleHow to highlight problems and challenge assumptions without pissing people offWhy studying a language might actually be better than therapyThe many marketing riddles that are built into US corporate cultureFiguring out which people in the organization are the most useful to talk toSome of Mark’s favorite comedians and what he’s learned from them Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: The Innovators Dilemma by Clayton M. Christensen Campaigns: Steal Banksy: An Australian Hotel Chain Challenges Guests to Steal Art Comedians: Anthony Jeselnik Comedy Special - Caligula Jim Jeffries - The Jim Jeffries Show Sebastian Maniscalco - Aren’t You Embarrassed? Videos & Shows: Why The Loudest Caribbean City Is Also The Most Creative - Santo Domingo, The Dominican Republic 🇩🇴 Weak Hero Trailer (Netflix) Friends & Neighbors Trailer (Apple TV)

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  3. Feral Intelligence in a Data-Driven World with Kate Rush Sheehy, Chief Strategy Officer at GSD&M

    ١٤ أغسطس

    Feral Intelligence in a Data-Driven World with Kate Rush Sheehy, Chief Strategy Officer at GSD&M

    Where do the best insights come from?  For Kate Rush Sheehy, Chief Strategy Officer at GSD&M, it’s not always based on what people say or even what they do. Sometimes, it’s about what they don’t say or what they don’t do in certain situations. Sometimes, it’s about having a sixth sense or some feral intelligence. In this episode, Kate shares her unique approach to uncovering brand-defining insights, from analyzing who shows up to a focus group (and who doesn’t), to asking clients the kinds of questions most agencies shy away from. We explore the social-first strategy that helped Crocs become a Gen Z phenomenon and the cultural nuance behind Corona’s “La Playa Awaits.” Some of my favorite aha moments from our conversation include: How Kate builds bridges between performance and brand marketingThe social-first shift that helped Crocs go from cringe to cultural iconThe difference between Jibbitz, Fibbitz, and “ugly shoe” theoryHow a deep dive into Mexican X (aka Twitter) led to Corona’s new creative directionThe AI technique Kate’s team uses to pressure-test strategic ideas before they present strategic and creative workSome valuable lessons Kate learned about human nature by working in restaurants and retail Show Notes: Below are links to inspiring ideas that came up during our conversation. Books: Fourth Wing by Rebecca Yarros  Who Knew? by Barry Diller Campaigns & Videos: Dept. of Veterans Affairs (work in partnership with the Ad Council: The Question) Southwest Airlines: That’s a Big Flex Corona: La Playa Awaits

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  4. Taking the Piss and Turning LOLers into Dollars with Dave Harland, Chief Copywriter at Copy or Die

    ١٠ يوليو

    Taking the Piss and Turning LOLers into Dollars with Dave Harland, Chief Copywriter at Copy or Die

    Dave Harland LOVES words. Big ones. Little ones. Silly ones. Serious ones. He has a talent for taking the world’s most boring categories and breathing new life into them with a few flourishes of his pen and some rat-tat-tat-clickety-clacks at his keyboard. During our conversation, we dig into all kinds of things, including the micro dignities of daily life that are threatened by automation and generative AI, as well as the unmistakable human quirks that make insight building and copywriting an act of creative joy.   We also connect the dots between The Knowledge of London (the rigorous exam that London Cabbies must pass to show they know their way around the city without a map) and the cultural tension between British formality and British humor (e.g. taking the piss). Some of my favorite aha moments from our conversation include: The scrappy, homemade billboard that taught Dave his first big lesson in strategic copywritingDave’s issues with AI shatbots and the limits of AI in copywriting How a lackluster acronym led to one of Dave’s favorite brand taglinesThe real-world insights that led to surprisingly punchy (and funny) B2B headlines for a speakerphone brandAn American phrase that has inexplicably made its way into British business discussions  Show Notes: Below are links to inspiring ideas that came up during our conversation. Dave’s Online Copywriting Course Write the Funny Books: Copywriting Is…:30-or-so thoughts on thinking like a copywriter by Andrew Boulton Videos: Bob Mortimor Top Moments | Would I Lie to You? Monty Python: Ministry of Silly Walks Life of Brian: Colosseum Scene

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  5. Building Flywheels and Fandoms with Zoe Scaman at Bodacious

    ٢٦ يونيو

    Building Flywheels and Fandoms with Zoe Scaman at Bodacious

    Zoe Scaman knows how to rebuild brands and fandoms from the ground up. Her work with brands like Nike, Netflix, and the NBA has allowed her to dig deep into consumer behavior and organizational structures, resulting in numerous aha moments around community building and how to encourage a culture of co-creation with brand superfans. Zoe builds a number of beautiful constellations during our conversation as she connects the dots between furries, sports fans, and political communities. We also talk about Lego’s incredibly expanding brand universe and how brands can leverage the flywheel effect to create exponential growth. Some of my favorite aha moments from our conversation include: The provocative question Zoe asked in middle school when she was asked to re-read Lord of the Flies The ways Zoe uses AI to help her gut check her own workHow brands can learn from furries to create a sense of belonging The biggest (often invisible) enemy of progress in any organizationZoe’s favorite word and why she thinks more people need to use it more often Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Musings of a Wandering Mind: Zoe Scaman’s Substack Hidden Potential: The Science of Achieving Greater Things by Adam Grant Lord of the Flies by William Golding The Color Purple by Alice Walker His Dark Materials by Phillip Pullman Marilyn Monroe Obituary Shows & Movies Mob Land TV Series Trailer Brands & Campaigns The Lego Botanical Collection Adult Fans of Lego (AFOL) - Reddit Lego Fan Engagement and Programs

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  6. Semiotics, Subtext, and Strutting with Joe Burns at Quality Meats Creative

    ١٢ يونيو

    Semiotics, Subtext, and Strutting with Joe Burns at Quality Meats Creative

    Joe Burn has done a LOT of award-winning strategy work, including but not limited to brand strategy, creative strategy, communications strategy, and design strategy. And it’s these diverse experiences in strategy that have helped Joe connect the dots in the most interesting and unexpected ways for brands like KFC, Heineken, Samsung, Puma, Amnesty International, Benecol, Meta, and more. But Joe doesn’t just have a passion for strategy and insights. His infatuation with typography, semiotics, and food history helps him become an integral part of the strategic-creative somersault that leads to successful campaigns.  In this episode, Joe shares a lot of ideas and inspiration, including his favorite songs for tapping into his subconscious mind and how a line from Bart Simpson influenced the insight for an entire campaign. Some of my favorite aha moments from our conversation include: An insight for Samsung that led NOT to an ad, but to an awesome music videoJoe’s unique approach to winning new business pitchesWhy bad ideas are essential to creative successHow his job as a garbage collector shaped his perspective on advertisingA piece of advice from Sun Tzu that has influenced his work with clients and creatives  Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Books: The Mezzanine by Nicholson Baker The Art of War by Sun Tzu Herscht 07769 by László Krasznahorkai Shows & Movies The Simpsons - Season 6, Episode 7 Brands & Campaigns Money Supermarket Ad Samsung - Samm Henshaw - All Good (Official Video)

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  7. Why Chaos and Sarcasm Are Essential for Strategic Insights with Tracy Lovatt at Batten & Co

    ٢٩ مايو

    Why Chaos and Sarcasm Are Essential for Strategic Insights with Tracy Lovatt at Batten & Co

    For over two decades, Tracy Lovatt has helped brands build transformative insights by challenging assumptions and embracing the chaos of tectonic cultural shifts.  After starting her career at BBDO, where she guided brands like HBO, GE, Bank of America, Hyatt Hotels, PepsiCo and many others, Tracy eventually stepped away from advertising to start Batten & Co, where she now helps brands connect the dots between insights, operations, and the customer experience. In this episode, Tracy talks about the power of sarcasm to disarm people and she shares her candid approach to uncovering insights that matter. Some of my favorite aha moments from our conversation include: The surprisingly different ways men and women talk about engagement ringsThe power of deprivation studies to get consumers to open up emotionally What she’s learned from the Medicis when it comes to inspiration and new ideasThe surprising impact a British accent can have in American boardroomsA memory she had of our first encounter (that made me blush) Show Notes: Below are links to books, shows, and other inspiring ideas that came up during our conversation. Books: This is what it sounds like: What the music you love says about you (by Susan Rogers) Musicophilia: Tales of Music and the Brain (by Oliver Sachs) Shows & Movies I’m Still Here Trailer The Last of the Sea Women Trailer (Apple TV) Brands & Campaigns GE - Ideas are Scary Ffern (Fragrance brand) Ground Up (Nut butter brand)

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  8. Reading Between the Lines with Bob Morais, Business Anthropologist & Lecturer at Columbia Business School

    ١٥ مايو

    Reading Between the Lines with Bob Morais, Business Anthropologist & Lecturer at Columbia Business School

    Great research isn’t just about collecting answers. It’s about knowing which questions to ask and how to observe with all your senses to get to the truth of a situation. Bob Morais, business anthropologist, ethnographer, and lecturer at Columbia University’s Business School, knows how to read between the lines of what people say and what they actually do, and in this conversation, Bob shares his techniques for consistently finding those aha moments that can help a brand soar.  Over the years, Bob has set up some fascinating research methodologies for a wide variety of emerging and established brands, including Sensodyne, Freshpet, WD-40, and Simply Orange, just to name a few.  And in every case, Bob has helped those brands uncover what their customers really need, not just what they say they want. Together, we dig into the key differences between a flat-footed finding and an actual insight, and we talk about the importance of “presentation theater.”  Bob also shares his perspective on AI as a research assistant, and why he believes the human element in ethnography is still irreplaceable. Some of my favorite aha moments from our conversation include: Bob’s aha moment that led to a multimillion-dollar product innovation for WD-40An unexpected, eye-opening experience during a research project at the Plaza Hotel that helped crystallize the idea of luxury The power of research techniques like laddering and guided retrospectionHow to sell ethnography projects to clients who want everything “buttoned up”The unexpected ways that playing lead guitar in different rock bands prepared Bob for life in strategy and research Show Notes: Below are links to inspiring ideas that came up during our conversation. Campaigns & Brand Videos: Fresh Pet: It’s not dog food. It’s food food. WD-40 Smart Straw

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Any Insights Yet? reveals the secrets, stories, and surprising discoveries that have led to fresh insights, resulting in the world’s most memorable campaigns and breakthrough business ideas.

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  • صناع العمل
    Chris Kocek
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