{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F97683a54-a199-4729-bcbc-1f6b95714d37","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 110: Taking Chaos out of Creativity. With Rethink's Karen Pearce & Morgan Tierney.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/97683a54-a199-4729-bcbc-1f6b95714d37\"></iframe>","title":"SBP 110: Taking Chaos out of Creativity. With Rethink's Karen Pearce & Morgan Tierney.","description":"<p>In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros dive into the art of creativity with Karen Pierce and Morgan Tierney from the award-winning Canadian agency, Rethink.</p><p>They explore the role of creativity in marketing, Rethink\u2019s distinctive Crafts Framework, and how it fuels their success. The conversation delves into the power of strong partnerships, the nuances of brand storytelling, and real-world applications of their strategies\u2014featuring standout campaigns for WestJet, TELUS, and Heinz.</p><p>They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.</p><p>Don\u2019t miss this insightful episode\u2014enjoy the show!</p><p><br></p><p>Our Guests:</p><p>Karen Pearce - GM of Rethink Vancouver</p><p>https://www.linkedin.com/in/karengpearce/</p><p>Morgan Tierney - Executive Creative Director @ Rethink Vancouver</p><p>https://www.linkedin.com/in/morgan-tierney-19353943/ </p><p><br></p><p>Follow Our Updates:</p><p>\u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p><p><br></p><p>Get in touch with our hosts:</p><p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p><p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060\\</p><p><br></p><p>Timestamps</p><p>00:00 Introduction to Rethink and the Power of Creativity</p><p>02:46 The Importance of Creative Impact in Marketing</p><p>05:58 Understanding the Crafts Framework</p><p>08:51 Rethink&#39;s Success and Agency Values</p><p>12:01 Building Partnerships for Creative Success</p><p>14:50 Key Requirements for Effective Advertising</p><p>17:57 Crafts Framework Explained</p><p>21:01 Real-World Applications of the Crafts Framework</p><p>24:02 Case Studies: WestJet and Heinz</p><p>29:54 Innovative Campaigns and Their Impact</p><p>38:44 The Power of Distinctive Brand Assets</p><p>41:47 Emotional Storytelling in Commoditized Markets</p><p>45:03 Navigating Bureaucracy in Creative Processes</p><p>49:06 Building Trust and Effective Client Relationships</p><p>52:55 The Importance of Curiosity in Creativity</p><p>57:51 PostPod with V &amp; Marc </p><p><br></p><p>Background Research &amp; Links:</p><p>Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059</p><p>Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think</p><p>One Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/</p><p>Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724</p><p>Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraud</p><p>Coors Light &amp; Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment</p><p><br></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/e59c62e2-cf58-46db-80ba-7a091d688736/21697713-1740627266285-9685fd95e6874.jpg"}