Think with Google Firestarters

The old rules of creativity are dead. Are you adapting fast enough? Sue Unerman and Kathryn Jacob, co-authors of “A Year of Creativity”, reveal why “lazy” time fosters the most innovative ideas and how to break free from your industry’s echo chamber to cultivate truly original thinking. Think with Google Firestarters delves into the minds of the marketing and advertising industry’s most inspirational leaders. Check out our YouTube video series at: https://goo.gle/3t13pWt

Kris Tait, US Managing Director of Croud, shares his insights into the rapidly evolving world of performance marketing. He discusses the critical mistake many marketers make by overlooking brand awareness. Kris emphasizes the need to blend short-term metrics with long-term strategies for sustainable growth. He highlights the importance of first-party data in navigating privacy regulations and warns that while AI will complicate marketing, it won't diminish its value. The conversation reveals how to maintain human engagement in an increasingly automated landscape.

What does your agency offer clients that no one else can? Robin Bonn, founder of business consultancy Co:Definery, reveals how to create your own “market of one”. Plus, the surprising power of saying “no” to clients, how to price your work in the age of AI, and the one thing every agency must understand to reach the top of the tree. Think with Google Firestarters delves into the minds of the marketing and advertising industry’s most inspirational leaders. Check out our YouTube video series at: https://goo.gle/3t13pWt

Tanya Evans, Group Culture & Leadership Director at Lloyds Banking Group, shares her expertise in organizational change. She discusses the importance of 'radical candour' for high performance and how psychological safety fosters healthy conflict. Tanya highlights the value of aligned autonomy and feedback in effective decision-making, as well as the integration of AI in cultural transformation strategies. With a focus on transparency and employee empowerment, she emphasizes the need for adaptability in driving lasting change.

Phil Adams, a Brand Strategy Consultant, argues that ideas, not numbers, propel brands forward. He highlights common strategic mistakes and offers three golden rules for crafting effective briefs. Adams shares insights on overcoming creative blocks and emphasizes that customers often understand brands better than their creators. He also discusses the balance between intuition and evidence in brand strategy while reflecting on his transition from agency life to consulting, focusing on the role of curiosity and personal repositories in fostering creativity.

Everybody writes. But do you know what it takes to craft the perfect sentence? Acclaimed brand, tone of voice, and copy consultant Vikki Ross shares her secrets to writing compelling marketing messages that drive results. In this episode of Firestarters, she discusses the art of great copywriting, from how to define your brand’s voice to why it’s crucial to make every word count — and ensuring your copy always passes the “concrete, visual, and falsifiable” test. Think with Google Firestarters delves into the minds of the marketing and advertising industry’s most inspirational leaders. Check out our YouTube video series at: https://goo.gle/3t13pWt

New: Firestarters TakeOuts! Our fast-paced, all-you-need-to-know version of the Think with Google Firestarters podcast. In this series, we’ll be sharing highlights of our favourite episodes in 10 minutes or less. We hope you enjoy it. Richard Shotton, best-selling author of The Choice Factory, explains how advertising has “dropped the ball” when it comes to consumer psychology, and what marketers can do to unlock its power.

Rishad Tobaccowala, an award-winning strategist, podcaster, and author, dives into the evolving landscape of marketing. He emphasizes that data is crucial but must be merged with storytelling to truly resonate with audiences. Tobaccowala highlights a shift towards creativity and innovation in marketing, advocating for a deeper understanding of customer needs. He conveys an optimistic view on the future of marketing, suggesting that success lies in blending data with imagination and human connection.

Gaming represents a significant and diverse opportunity for marketers, so how can brands engage gamers in an authentic way? As gaming has matured as a medium, what are the techniques for understanding the environment and the audience, and what is the future for marketing to gamers? In this enlightening episode, James Whatley — Senior Strategy Director, Gaming, The LEGO Group — reveals how brands can engage gamers in meaningful ways, how they can be player-centric, tap into the feeling that gaming evokes, and why it's important to 'go the extra click'. Think with Google Firestarters delves into the minds of the marketing and advertising industry’s most inspirational leaders. Check out our YouTube video series at: https://goo.gle/3t13pWt

New: Firestarters TakeOuts! Our fast-paced, all-you-need-to-know version of the Think with Google Firestarters podcast. In this series, we’ll be sharing highlights of our favourite episodes in 10 minutes or less. We hope you enjoy it. Want tips about lifelong learning, fundamental skills, optimism, and breakthrough ideas? Kevin Kelly, author, co-founder, and senior maverick at Wired, shares his wisdom.