Breaking and Entering Advertising Podcast #252: Josh Paialii, Head of Creative at The Many – How to Create Work That Stands Out
Jan 7, 2025
Josh Paialii, the Head of Creative at The Many, shares his fascinating journey from a pre-law student to a leading creative in advertising. He discusses the agency's motto, 'We Don’t Do Passive,' emphasizing the importance of participatory campaigns that resonate with audiences. Josh highlights the unique advantages of independent agencies, including creative freedom and authentic brand connections. He also reflects on his unexpected passion for advertising and the value of collaboration in building powerful campaigns.
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Independence Advantage
- Independent agencies allow you to define your own voice and write your own rules.
- This freedom lets you choose partners, clients, and the type of work you create.
We Don't Do Passive
- The Many's ethos, "We Don't Do Passive," emphasizes participatory campaigns over interruptive ads.
- They believe that capturing attention and providing value are key to brand impact in today's ad-saturated world.
eBay Community Focus
- The Many's work with eBay involved focusing on individual brand communities, like sneakerheads or motor enthusiasts.
- This led to the creation of long-form content that resonated with these specific audiences.