Brand-Side Celtra

Sure you think about it: striking out on your own, building an agency that you want to work in as a creative, and shaping a vibrant and healthy work culture that is defined by purpose. But what does it take and what are the challenges? The rewards? Our guests today did just that after spending successful careers at some of the top agencies in the business. And they are building their agency…. from a boat in Brooklyn, NY.
João Coutinho and Marco Pupo have launched Atlantic-New York: a new, creative-lead agency working with brands like Prime Video and Yahoo. They have accomplished so much in their short tenure at the helm and they came to share their journey with us.
We discuss:
The evolution of their partnership and their international careers
Their genesis story of how they made the leap to start their own shop
The new agency- client relationship and pitch process they are working with
The future of the agency model and the challenges of entrepreneurship

How can meaningful inclusion make a measurable difference and create lasting importance? In media and technology this is as important as ever and driving economic inclusion for creators is the key to real success for the industry. The move to conducting business equitably is a progessive cycle and generates continuous re-investment in underrepresented communities.
This is exactly the life and work that Travis Montaque, CEO and founder of Holler and Group Black, is leading. He grew Group Black, a media collective,from 8 to over 200 companies in the first year alone. He lays out the how and why for us on the show this week.
We discuss:
Black entrepreneurship: why creators are key to successful inclusion and where investors should be putting their dollars
Being truly inclusive is just smart: what do the recent blockbusters in media- Encanto, Squid Games, Black Panther- tell us about economic success?
How companies can meaningfully invest in inclusion and diversity that also spurs more wealth for communities- access, opportunities and infrastructure

With all the shifts in online shopping in the past few years, e-commerce and marketing is finally leveling up.
Today’s guest Hafiz Huda, Executive Creative Director at Zulily, is one of those pioneers and leaders in not just storytelling, but curating a unique experience in this realm. With experiences in innovative narrative campaigns, partnerships and diversifying media, he shares some highlights and also what is coming-up next.
We discuss:
List shopping or chore shopping vs. an online discovery experience
Retail storytelling and the shop early model
Shifts in E-commerce advertising and marketing

Does every company now need an NFT product strategy?
Anyone want a bite of the world’s first NFP, “non-fungible pizza?” What about a trip to pick up a few things in the Wendyverse? Are these branded spaces on the metaverse brilliantly raising brand profiles? Or is it just a virtual reality game that will fade like most marketing stunts?
Only time will tell, but luckily we get into some predictions and more with MacKenzie Green, Vice President, Social Media at Clique Brands. She is back for her second turn on our podcast to share what she has been up to since we last had her on the show.
We discuss:
The metaverse- who is getting in on the game?
Fashion, luxury retail and NFTs
Blending Web3 with the real world and the next phase of community building

A good agency tells a client's story, but a GREAT agency learns to tell its own.
This is just one of the pieces of wisdom that Jeff Sweat, Founder of Sweat & Co and all around renaissance man, shares with us this week. From a start in journalism as one of the first reporters on the tech beat, to published novelist, to content marketing, PR and advertising maven- we hear about a unique journey that has told the stories of many remarkable campaigns and agencies.
We discuss:
Storytelling: What do we mean and when do we overuse it?
PR isn’t something you do at the end of the process. How can PR become baked into a product or brand?
How to be famous in 6 easy steps…really.

Boutique creative agencies have a distinct advantage in giving their clients cutting-edge, innovative, and top tier campaigns.
Join us as we chat with Raul Mandru, Founder of RXM Creative, and hear the backstories on some of their most fascinating campaigns and brand work.
In the world of RXM, creatives come together organically and with purpose to craft compelling, memorable work where PR-factor is already built in the strategy and the idea.
We discuss:
What you get from a boutique agency vs. the big guys
How studying the product, the founders, and the history of a brand helps create great work
The metaverse and NFTs as good experimentation for artists and the arts