Question Everything Curiosity

What’s it like to be in charge of deploying some of the nation’s most important messages? Just ask Ad Council’s Chief Campaign Development Officer Michelle Hillman. She gives us insight into launching public service campaigns that tackle complex issues such as gun violence, the opioid crisis, and buzzed driving. Spoiler alert, it ain’t easy, but after working on it for 24 years with a stacked Creative Review Committee she makes it look like it is. 
 
In this episode, Michelle reveals how Ad Council uses emotional advertising to change behavior, how CMOs can build a world-class creative review committee, and tips for how to be a top-tier mentor. 
 
Here’s a quick recap of the convo:
 
Why Michelle believes working at Ad Council is one of the best jobs in advertising
 
The importance of immersive research when creating effective emotional advertising
 
What grabs the attention of judges at the Effie Awards
 
How Ad Council’s legendary creative review committee evaluates ideas
 
How CMOs can build a creative review board to vet their ideas – including how to entice industry legends like Cindy Gallop, Susan Credle, and Margaret Johnson to sign on
 
How Ad Council uses influencers and the importance of a trusted messenger strategy 
 
How Michelle creates separation between the tough issues she’s tackling at work and her home life
 
What it’s like to work with the government on public service campaigns 
 
How to make it on Ad Council's trusted roster of agency partners
 
The most challenging public issues to build awareness for and why
 
What it takes to be a world-class mentor
 
Plus, some rapid-fire questions that reveal whether Michelle prefers puppies or kittens
 
Connect with Michelle on LinkedIn and find out more about Ad Council here.
 
Catch our latest work with Ad Council and the NHTSA for “Buzzed Driving Prevention.”
 
If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.
 

They say entrepreneurs are self-starters with high energy. We definitely felt that was true after chatting with the Co-Founder and CEO of pH-D Deeannah Seymour. Deeannah started pH-D, with the goal of creating affordable and convenient vaginal suppositories, that make women confident in their everyday lives. 
 
In this episode, Deennah tells us her story and mission for pH-D. We talk about destigmatizing feminine hygiene and what it’s like to be one of the few women CEOs in the category. On top of that, we touch on what it means to be an Insurgent Brand and how to leverage TikTok as a marketing tool. 
 
Here’s a quick recap of the convo:
 
How to walk in and own the room – especially when you’re the only woman
 
How conviction leads to courage and what that has looked like for pH-D
 
Challenges that came with being the first brand to say the word “vagina” on TV
 
The secret to getting and staying on the shelves of major retailers across North America
 
Knowing when to take that leap of faith 
 
The miraculous experience of being a living organ donor and how it’s shaped Deeannah as a leader
 
Seeing firsthand how pH-D has changed the lives of women across the nation
 
What it means to make Bain and Company’s 2024 Insurgent Brand list 
 
How to leverage TikTok as a powerful marketing tool 
 
Plus, some rapid-fire questions that showed where Deeannah’s heart lies. 
 
Connect with Deeannah on LinkedIn and learn more about pH-D on their website 
 
If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.
 
Articles Mentioned:
Bain & Company’s 2024 Insurgent Brand List

NSFW TikTok video

Consider this your all-access pass to advertising’s top agency/client matchmakers. We’re chatting with power couple Robin and Steve Boehler of Mercer Island Group, the West Coast's top consultancy firm helping both brands and agencies solve critical business and organizational challenges.
In this episode, Robin and Steve reveal all the insider info behind the agency review process — from how to catch a marketer’s attention to what clients want to see in a pitch. They share tips on mastering the all-important "tissue session," the magic small agencies bring to a pitch, why chemistry and listening skills are make-or-break for agencies and so much more.
Here’s a quick recap of the convo: 
What the agency landscape looks like in 2024
What an agency can do to get a CMO's attention
Robin and Steve's perspective on DEI in the industry and what role it plays in agency matchmaking 
The magic smaller shops bring to the pitch that larger agencies should take note of
Three things a CMO should consider when hiring a new agency
Whether or not the awards an agency wins matters to CMOs
How to master the tissue session  
When it is acceptable for agencies to pull out of a pitch
Why agency pitch teams are not favorable for many clients 
Plus, some rapid-fire questions that’ll have you on the edge of your seat
Connect with Robin and Steve on LinkedIn.
Catch our favorite takeaways from this can't-miss episode here: https://www.curiosity.fun/thoughts/5-insider-strategies-from-agency-matchmakers-robin-and-steve-boehler
Feast your eyes on Robin and Steve's tissue session strategies here.

Who doesn’t love a good inside scoop? As a Senior Reporter for Ad Age, Brian Bonilla is not only a captivating writer but also a crystal ball for the industry. He’s written countless articles on topics ranging from agency mergers and acquisitions to top campaigns from the biggest brands. For Brian, the challenge isn’t a lack of industry tea to cover, it’s sifting through the mountain of emails vying for his attention.
Today’s episode is our Super Bowl special. In preparation for the Big Game, we settled in for Brian’s hottest takes on upcoming Super Bowl spots, the do’s and don'ts when promoting your agency, DEI improvements in the industry, and how to make the Ad Age A-List.
Here’s a quick recap of the convo:
Why the most talked about Super Bowl spots will come from snack and sportsbook brands
Three things agencies should know about when promoting themselves 
Spots that missed the mark at last year’s big game
How are DEI efforts progressing in the industry and what’s left to do
How the agency Highdive consistently produces spots that score big with audiences
What Martin Scorsese will bring to the short-form content world with his advertising debut
Why the Super Bowl may be losing relevance despite drawing a huge audience 
What it’s like to be in the room that decides who makes the Ad Age’s A-List 
Plus, some rapid-fire questions that’ll leave you breathless
 
Connect with Brian on X (Twitter) or LinkedIn.
 
If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.
 
Articles mentioned: 
Meet the mayors of Drip City
https://www.bkmag.com/2023/12/14/meet-the-mayors-of-drip-city/
How agencies are marketing themselves – and why it’s more important than ever
https://adage.com/article/agency-news/how-agencies-are-marketing-themselves-and-why-its-more-important-ever/2532731
The Ad Age Super Bowl playbook: https://adage.com/events/2521696
What Gen Z Wants to See from Super Bowl Advertisers: https://adage.com/article/marketing-news-strategy/what-gen-z-wants-super-bowl-advertisers/2539226
 

Secret’s out – P&G Brand Director (and Curiosity bestie) Grace Whitman has been (lightly) grilled by the Question Everything gameboard. And yes, all your burning questions about working in those iconic towers have been answered.
 
Grace serves as the Senior Brand Director for Secret – but we know her best from being the lead client on our Native No is our whoa work. Grace is known to be a master brief writer, data nerd, and an absolute blast on set.
 
Before Secret, Grace got her start at P&G working in R&D for baby care. After earning her stripes in P&G Consumer Market Knowledge, Grace went on to lead Native’s retail launch efforts and left her stamp on Old Spice.
 
Between astute marketing insights, prepare to catch some antics – including Grace’s choir career, her Yagoot FOMO, and her fascination with death. This is a can’t-miss episode.
 
Why the best briefs often take 5 months to create – and the consequences of rushing the process.
 
What P&G looks for in an agency and what totally turns them off.
 
Why it pains your client to give executional feedback and how to avoid it.
 
Why your brief should be like a contract that agencies and clients both sign. 
 
Why the most successful people are the ones who ask the questions everyone’s thinking.
 
How small shifts in language can make a brief endlessly more inspiring.
 
Why giving your agency internal political context can set them up for success.
 
What DTC brands have to learn from legacy brands and vice versa.
 
Why Cincinnati’s startup scene is one of the best.
 
Connect with Grace on LinkedIn here.
 
If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.
 

Extra, extra – Adweek’s Jameson Fleming has entered the chat. This news guru has held just about every role possible in the Adweek newsroom – now serving as Managing Editor of Marketing and Agencies. Our favorite thing about Jameson? His passion for agencies big and small makes him very accessible. Even to independent shops like ours.
But it hasn’t always been all advertising for Jameson. Before getting his start in the industry, he earned his stripes in sports: covering a Super Bowl, Final Four, and the longest college hoops game in history – all before he was 24, NBD. You may even have a hard time keeping up with all his sports references in this episode. We sure did.
On today’s episode, we unpack Jameson’s hottest takes on client-agency relationships, how to get on Adweek’s radar, industry talent, and the subtle art of creating edgy work without getting canceled.
 
Here’s a quick recap of the convo:
Why risky work is worth it – nobody talks about playing it safe.
Why brands shouldn’t be shy about sharing their work with the press – your competitors already know what you’re up to.
Mischief’s Greg Hahn on why building your agency’s brand is essential.
Why talent retention involves mentoring young minority talent.
Why striking a balance between remote and in-office work is essential for maintaining the productivity and creativity of a team.
Why having kids makes you a more empathetic leader.
Messaging masterclass: brands that nailed turning bad press into not-so-bad press.
What holiday gifts actually get the press’s attention.
Plus, the one person Jameson would drop everything to happy hour with.

Connect with Jameson on X (Twitter), LinkedIn, or shoot him an email.
If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.