1 00:00:01,360 --> 00:00:04,080 Speaker 1: You're listening to Math and Magic, a production of I 2 00:00:04,240 --> 00:00:09,480 Speaker 1: Heart Radio. No client comes to us and says, I 3 00:00:09,520 --> 00:00:11,879 Speaker 1: have a data shortage. We have not heard that yet. 4 00:00:12,280 --> 00:00:14,640 Speaker 1: Most clients come to say, is I have data overload. 5 00:00:14,640 --> 00:00:16,599 Speaker 1: I had so much data. I'm not really sure what 6 00:00:16,680 --> 00:00:19,000 Speaker 1: to look at what's compelling. And we spend a lot 7 00:00:19,000 --> 00:00:22,079 Speaker 1: of our time actually peeling away a lot of the 8 00:00:22,200 --> 00:00:33,240 Speaker 1: layers of things that have become clouding and confusing. Welcome 9 00:00:33,280 --> 00:00:35,960 Speaker 1: to Math and Magic, Stories from the Frontiers and Marketing. 10 00:00:36,280 --> 00:00:39,000 Speaker 1: I'm Bob Pittman, and our guests on this episode is 11 00:00:39,040 --> 00:00:43,680 Speaker 1: Wendy Clark, Global President, CEO of the legendary ad giant 12 00:00:44,120 --> 00:00:47,560 Speaker 1: d dB, a part of the Omnicom family. Wendy's story 13 00:00:47,640 --> 00:00:51,280 Speaker 1: sounds part business textbook and part how to succeed manual. 14 00:00:55,840 --> 00:00:58,280 Speaker 1: Born in the UK, came to the US at age eleven, 15 00:00:58,400 --> 00:01:01,720 Speaker 1: moved around schools a lot, and had early signs of 16 00:01:01,800 --> 00:01:05,560 Speaker 1: leadership as a shift manager McDonald's at age sixteen and 17 00:01:05,680 --> 00:01:09,880 Speaker 1: English major in college with a weakness in poetry, and 18 00:01:10,480 --> 00:01:13,640 Speaker 1: rose from her receptionist at an agency to where she 19 00:01:13,760 --> 00:01:16,400 Speaker 1: is today through stops at A T and T, Coca 20 00:01:16,400 --> 00:01:19,600 Speaker 1: Cola and Moore and Hillary Clinton too. She's been a 21 00:01:19,600 --> 00:01:22,800 Speaker 1: major force for equality in the workplace and has a 22 00:01:23,040 --> 00:01:25,920 Speaker 1: unique take on life work balance. There are a lot 23 00:01:25,959 --> 00:01:27,560 Speaker 1: of lessons to learn here, but first we want to 24 00:01:27,600 --> 00:01:31,320 Speaker 1: cover her life in sixty seconds. Welcome, by the way, 25 00:01:31,360 --> 00:01:34,160 Speaker 1: Thank you, it's great to be here. Here we go, Okay. 26 00:01:34,319 --> 00:01:38,280 Speaker 1: Do you prefer phone calls or text? Text? Probably for efficiency? 27 00:01:38,640 --> 00:01:43,360 Speaker 1: Cats or dogs, Big Mac or egg McMuffin. Oh, I'm 28 00:01:43,360 --> 00:01:47,960 Speaker 1: gonna go Big Mac Atlanta or New York City Atlanta 29 00:01:48,040 --> 00:01:51,360 Speaker 1: because that's where my family is. Cardio or Waits, Cardo, 30 00:01:51,920 --> 00:01:58,120 Speaker 1: Milky Way or Snickers, Snickers, Sunrise or Sunsets. What's your 31 00:01:58,120 --> 00:02:02,919 Speaker 1: favorite city? I think I'm the say istanbul favorite workout, elliptical, 32 00:02:03,360 --> 00:02:07,080 Speaker 1: smartest person you know? Hillary Clinton, childhood hero, Princess Diana, 33 00:02:07,280 --> 00:02:11,840 Speaker 1: favorite novel cating the Rye. Okay, historical idol, Mother Teresa 34 00:02:12,120 --> 00:02:15,600 Speaker 1: quote to live by never be above doing anything. Here's 35 00:02:15,600 --> 00:02:22,000 Speaker 1: one that really placed your strength. Favorite poet? Oh, gosh, 36 00:02:22,280 --> 00:02:26,680 Speaker 1: don't have fun? Who would play you in a movie? 37 00:02:27,000 --> 00:02:29,239 Speaker 1: I get told that I have the same sort of 38 00:02:29,280 --> 00:02:32,720 Speaker 1: smile as Hilary Swank, So let's go there. Teeth smile. 39 00:02:33,040 --> 00:02:37,000 Speaker 1: Best live concert ever? Many of them you have provided 40 00:02:37,000 --> 00:02:39,760 Speaker 1: me so thank you. I went to the I Heart 41 00:02:39,960 --> 00:02:42,600 Speaker 1: Concert in Las Vegas with my son who got to 42 00:02:42,600 --> 00:02:45,760 Speaker 1: see Logic, who was his hero, and the opportunity that 43 00:02:45,840 --> 00:02:48,799 Speaker 1: you gave my son to meet Logic still brings tears 44 00:02:48,800 --> 00:02:51,800 Speaker 1: to my eyes. Okay, let's get started. You sit a 45 00:02:51,840 --> 00:02:55,799 Speaker 1: top legendary d dB. Does that rich history of advertising 46 00:02:55,840 --> 00:03:00,200 Speaker 1: innovation affect the culture and how you do business today? Well, 47 00:03:00,200 --> 00:03:02,520 Speaker 1: of course I think, Um, this is a seventy year 48 00:03:02,560 --> 00:03:05,640 Speaker 1: old agency with a storied past, as you point out 49 00:03:06,080 --> 00:03:08,880 Speaker 1: with Bill burn Back in the name of our agency, 50 00:03:09,000 --> 00:03:12,160 Speaker 1: one of the very forefather, if not the godfather of 51 00:03:12,240 --> 00:03:15,600 Speaker 1: the practice of advertising today. So there's a tremendous pressure 52 00:03:15,639 --> 00:03:19,080 Speaker 1: in there. There's a tremendous responsibility to live into that past, 53 00:03:19,320 --> 00:03:22,160 Speaker 1: and I feel that pressure, but I think that that's 54 00:03:22,160 --> 00:03:24,919 Speaker 1: what leadership is. Leadership is both a pressure and a privilege. 55 00:03:25,160 --> 00:03:29,040 Speaker 1: So bern Bach, he's the father of modern advertising. What 56 00:03:29,080 --> 00:03:31,080 Speaker 1: was it before and what did it become? Well, what 57 00:03:31,200 --> 00:03:33,920 Speaker 1: he's best known for is the creation of the art director, 58 00:03:33,960 --> 00:03:37,880 Speaker 1: copywriter team, which I think almost every agency today practices 59 00:03:37,920 --> 00:03:40,280 Speaker 1: in some form of fashion and certainly as digital has emerged, 60 00:03:40,320 --> 00:03:42,880 Speaker 1: now we have digital technologists as part of that. So 61 00:03:42,920 --> 00:03:46,800 Speaker 1: the pair has now in many cases become sort of triumphant. 62 00:03:47,560 --> 00:03:50,680 Speaker 1: But you know, previous to that, copywriters and art directors 63 00:03:50,680 --> 00:03:54,200 Speaker 1: worked independently, and uh, I think he manifested a way 64 00:03:54,200 --> 00:03:56,440 Speaker 1: of working. That said, if we believe that sites sound 65 00:03:56,440 --> 00:03:59,120 Speaker 1: emotion are the best storytelling out there and the magic 66 00:03:59,160 --> 00:04:02,640 Speaker 1: of storytelling very much like this podcast, he believed that 67 00:04:02,680 --> 00:04:05,480 Speaker 1: there was picture and imagery in that that needed to 68 00:04:05,480 --> 00:04:08,520 Speaker 1: be evoked, as well as spoken word and impact of language, 69 00:04:08,520 --> 00:04:11,160 Speaker 1: and so I think that is the force that exists today. 70 00:04:11,240 --> 00:04:15,760 Speaker 1: The language he had was amazing, like think, small, clever, memorable. 71 00:04:15,880 --> 00:04:18,279 Speaker 1: How do you create that today? And what's the sort 72 00:04:18,279 --> 00:04:21,240 Speaker 1: of legacy of that that brings it into today's advertising. 73 00:04:21,480 --> 00:04:24,080 Speaker 1: I think we are always with our clients trying to 74 00:04:24,080 --> 00:04:26,600 Speaker 1: find the most interesting thing they have to say and 75 00:04:26,760 --> 00:04:29,200 Speaker 1: saying in an interesting way, in a way that's not 76 00:04:29,240 --> 00:04:32,000 Speaker 1: disruptive and not forceful, but a way that is invited. 77 00:04:32,480 --> 00:04:35,279 Speaker 1: Advertising ultimately is an uninvited guests that we have to 78 00:04:35,320 --> 00:04:37,640 Speaker 1: become invited. So we have to find something interesting to 79 00:04:37,640 --> 00:04:39,400 Speaker 1: say and we have to say it in an interesting way, 80 00:04:39,440 --> 00:04:42,520 Speaker 1: and I think then you get deserved attention from people 81 00:04:42,560 --> 00:04:46,119 Speaker 1: on Globally, we're spending about two hours and twenty minutes 82 00:04:46,120 --> 00:04:48,960 Speaker 1: a day on just social media, just social media, think 83 00:04:48,960 --> 00:04:51,520 Speaker 1: about that ten percent of your day. It's not that 84 00:04:51,560 --> 00:04:54,280 Speaker 1: people aren't willing to give attention, they are very much, 85 00:04:54,440 --> 00:04:56,799 Speaker 1: but it needs to be deserved, It needs to be earned. 86 00:04:57,000 --> 00:04:59,440 Speaker 1: We can't just force our agenda and what we want 87 00:04:59,520 --> 00:05:01,240 Speaker 1: to say on of people. That has to be some 88 00:05:01,320 --> 00:05:05,480 Speaker 1: sort of quid pro quo where consumers enjoy this, they 89 00:05:05,480 --> 00:05:08,120 Speaker 1: find it useful, interesting, compelling, share worthy. There's some sort 90 00:05:08,120 --> 00:05:10,880 Speaker 1: of value that's created through that content, and that's very 91 00:05:10,920 --> 00:05:13,560 Speaker 1: much our focus. How do you get that conversation started? 92 00:05:13,600 --> 00:05:15,240 Speaker 1: How do you get people to say this is worthy 93 00:05:15,279 --> 00:05:18,039 Speaker 1: of me making part of my life. We spent a 94 00:05:18,040 --> 00:05:20,520 Speaker 1: lot of time thinking about that, so probably best to 95 00:05:20,520 --> 00:05:23,800 Speaker 1: talk about some examples. Skittles one of our clients. They've 96 00:05:23,839 --> 00:05:26,520 Speaker 1: been a long time Super Bowl sponsor. Skittles as a 97 00:05:26,560 --> 00:05:30,200 Speaker 1: brand is known for doing things not in a predictable way. 98 00:05:30,480 --> 00:05:33,640 Speaker 1: How do you become sort of unpredictable, interesting, share worthy, 99 00:05:33,760 --> 00:05:37,440 Speaker 1: compelling for the Skittles audience, which obviously tends to be younger. 100 00:05:37,760 --> 00:05:39,760 Speaker 1: Two years ago, we made a Super Bowl spot for 101 00:05:39,839 --> 00:05:42,680 Speaker 1: just one kid. One sixteen year old only saw the 102 00:05:42,680 --> 00:05:45,200 Speaker 1: Super Bowl I've never seen it. The CMO of Mars 103 00:05:45,240 --> 00:05:47,120 Speaker 1: Andrew Clark, he's never seen the spot. I mean we 104 00:05:47,279 --> 00:05:50,080 Speaker 1: literally the sixteen year old and the creatives who worked 105 00:05:50,080 --> 00:05:51,880 Speaker 1: on it are the ones who saw the spot with 106 00:05:52,000 --> 00:05:54,640 Speaker 1: David Swimmer. I mean, that was outrageous, an outlantage, but 107 00:05:54,640 --> 00:05:57,839 Speaker 1: it became the sort of phenomenon that Skittles fans and 108 00:05:57,920 --> 00:06:01,440 Speaker 1: followers and consumers importantly, people want to eat the candy, 109 00:06:01,960 --> 00:06:05,680 Speaker 1: loved and followed. In total, they're like sixty seven thousand 110 00:06:05,760 --> 00:06:09,240 Speaker 1: people who watched the kid watched the ad on Facebook 111 00:06:09,320 --> 00:06:11,760 Speaker 1: during the Super Bowl and watching absolutely nothing but watching 112 00:06:11,800 --> 00:06:13,680 Speaker 1: the kid watch the ad type of thing. So I 113 00:06:13,680 --> 00:06:17,200 Speaker 1: mean it's but well, I think it's knowing and understanding 114 00:06:17,200 --> 00:06:20,120 Speaker 1: what compels and interest that audience. What we spent a 115 00:06:20,120 --> 00:06:22,080 Speaker 1: lot of time when we meet with our clients is 116 00:06:22,839 --> 00:06:25,000 Speaker 1: truly leaving into the values that you're brand and company. 117 00:06:25,000 --> 00:06:27,320 Speaker 1: And that's so right on Skittles. And there are many 118 00:06:27,400 --> 00:06:28,880 Speaker 1: other companies and brands who could have done that and 119 00:06:28,880 --> 00:06:31,160 Speaker 1: people have been like, that doesn't make any sense at all, 120 00:06:31,400 --> 00:06:33,200 Speaker 1: But for Skittles, it was so right. And then of 121 00:06:33,240 --> 00:06:35,000 Speaker 1: course this year, sort of doubling down on that, we 122 00:06:35,040 --> 00:06:38,480 Speaker 1: did a live Broadway show, which makes again absolutely no 123 00:06:38,560 --> 00:06:40,000 Speaker 1: sense at all and why a candy would do a 124 00:06:40,080 --> 00:06:42,760 Speaker 1: live Broadway show. But we had theater critics from all 125 00:06:42,800 --> 00:06:44,760 Speaker 1: over New York come and review it, and it was 126 00:06:44,880 --> 00:06:49,120 Speaker 1: a proper Broadway show. And the important fact behind both 127 00:06:49,120 --> 00:06:51,200 Speaker 1: of these is the skittle sales were up during the 128 00:06:51,279 --> 00:06:53,760 Speaker 1: period both years. We don't do this because this is 129 00:06:53,920 --> 00:06:58,560 Speaker 1: runaway imagination and creative people just aparrently spending money. This 130 00:06:58,600 --> 00:07:00,440 Speaker 1: is about creating brand impact. And at the end of 131 00:07:00,440 --> 00:07:02,200 Speaker 1: the day, I feel very comfortable sit here saying I'm 132 00:07:02,200 --> 00:07:05,800 Speaker 1: a capitalist. I believe in capitalism. I believe in businesses 133 00:07:06,000 --> 00:07:08,680 Speaker 1: making money, and I believe that those businesses intern will 134 00:07:08,680 --> 00:07:11,400 Speaker 1: create good in the world. It's very much about creating 135 00:07:11,440 --> 00:07:14,080 Speaker 1: impact and sales results for skittles, and doing it in 136 00:07:14,120 --> 00:07:16,560 Speaker 1: a way that's interesting and sane in an interesting way. 137 00:07:16,720 --> 00:07:19,240 Speaker 1: Going back a little bit on DDB, how do you 138 00:07:19,360 --> 00:07:23,760 Speaker 1: get something that creates language that everybody adopts for other usage. 139 00:07:23,840 --> 00:07:27,679 Speaker 1: I'm thinking about the Quaker Roads Mikey campaign, where gosh, 140 00:07:27,720 --> 00:07:30,480 Speaker 1: that went far beyond Quaker Roads. Suddenly they introduced it 141 00:07:30,520 --> 00:07:33,080 Speaker 1: to the world and it took off. Those accidents or 142 00:07:33,120 --> 00:07:35,000 Speaker 1: do you plan them or do you feed them? Or 143 00:07:35,040 --> 00:07:38,800 Speaker 1: what it is about becoming part of culture? Avia sweet, 144 00:07:38,800 --> 00:07:41,640 Speaker 1: try harder is another famous DDB line, Oh yes like 145 00:07:41,680 --> 00:07:43,520 Speaker 1: a good name or stay farm is there was written 146 00:07:43,520 --> 00:07:46,680 Speaker 1: by our chairman Emeritus, Keith Reinhart and Barry Manila. You 147 00:07:46,720 --> 00:07:48,920 Speaker 1: know to all beef, patty special sauce letters, cheese, pickles 148 00:07:48,920 --> 00:07:51,960 Speaker 1: on tess me see bun. Wow, I'm impressed I did work. 149 00:07:53,360 --> 00:07:57,360 Speaker 1: All those have become transcendent advertising and part of culture. 150 00:07:58,000 --> 00:08:00,800 Speaker 1: What people don't want is wrapping paper. They don't want 151 00:08:00,800 --> 00:08:03,640 Speaker 1: even near They want to know truly who you are. 152 00:08:04,240 --> 00:08:06,400 Speaker 1: More and more of these big companies now you're seeing 153 00:08:06,440 --> 00:08:09,680 Speaker 1: them really become very transparent with their values, live their 154 00:08:09,720 --> 00:08:12,240 Speaker 1: values in the world, and that propagates through their communications 155 00:08:12,240 --> 00:08:14,600 Speaker 1: and advertising. And I think that's the best communications and 156 00:08:14,640 --> 00:08:17,560 Speaker 1: advertising we can do. We coach our talent here that 157 00:08:17,720 --> 00:08:19,920 Speaker 1: you know, you're somebody's best friend, riding in the empty 158 00:08:19,960 --> 00:08:22,040 Speaker 1: seat next to him in the car every day. You 159 00:08:22,120 --> 00:08:25,400 Speaker 1: have to expose yourself, and it's really hard to expose yourself. 160 00:08:25,560 --> 00:08:27,760 Speaker 1: Most people want to put on a veneer of who 161 00:08:27,800 --> 00:08:29,880 Speaker 1: they are. It's very hard for people to do. And 162 00:08:30,200 --> 00:08:32,600 Speaker 1: I think brands it's gotta be even harder because you've 163 00:08:32,600 --> 00:08:35,440 Speaker 1: got a committee of people talking about it. Let's jump 164 00:08:35,440 --> 00:08:38,880 Speaker 1: to Needham, Harper and Steers also part of the background. Yes, 165 00:08:38,960 --> 00:08:42,160 Speaker 1: what do you think that brought to d dB and 166 00:08:42,200 --> 00:08:44,480 Speaker 1: what's the legacy of that? That was the old craft 167 00:08:44,559 --> 00:08:47,199 Speaker 1: General Mills and s O for people who remember for 168 00:08:47,320 --> 00:08:49,880 Speaker 1: exam mobile would they put a tiger in your tank? 169 00:08:50,280 --> 00:08:53,960 Speaker 1: Which also became a cultural phenomenon. Well, quite literally what 170 00:08:54,040 --> 00:08:56,320 Speaker 1: it brought to d dB, it's John Wren because John 171 00:08:56,320 --> 00:08:59,959 Speaker 1: Wren came from Needham and Keith Reinhard, who's our chair 172 00:09:00,000 --> 00:09:02,600 Speaker 1: and emeritus. So two of the probably more iconic people 173 00:09:02,600 --> 00:09:05,360 Speaker 1: in our company actually came via a Needum. There were 174 00:09:05,440 --> 00:09:07,840 Speaker 1: three companies that came together to for momnicomm in the 175 00:09:07,840 --> 00:09:09,720 Speaker 1: early eighties, so it was a need Um d dB 176 00:09:10,280 --> 00:09:14,240 Speaker 1: and you've got a new logo which harks back to 177 00:09:14,559 --> 00:09:17,640 Speaker 1: those days. What lessons are you trying to evoke from 178 00:09:17,679 --> 00:09:20,679 Speaker 1: the past, because it really, I think is important. As 179 00:09:20,720 --> 00:09:22,880 Speaker 1: someone who's worked at A T and T and Coke, 180 00:09:23,160 --> 00:09:25,040 Speaker 1: I'm a bit of a legacy girl a Coke. I 181 00:09:25,080 --> 00:09:27,720 Speaker 1: spent a tremendous amount of time in the archives because 182 00:09:27,840 --> 00:09:29,600 Speaker 1: you know, at a hundred and thirty year old company. 183 00:09:29,640 --> 00:09:31,600 Speaker 1: You can find a lot of the answers in the past. 184 00:09:32,000 --> 00:09:33,920 Speaker 1: Great brands have a foot in the past and a 185 00:09:33,920 --> 00:09:37,120 Speaker 1: foot in their future. I'd never want to forget that 186 00:09:37,160 --> 00:09:40,720 Speaker 1: our past doesn't hold all of them answers, certainly, but 187 00:09:41,080 --> 00:09:44,520 Speaker 1: it is a tremendous advantage at every juncture. So when 188 00:09:44,559 --> 00:09:47,560 Speaker 1: you talk to employees about what makes d dB unique 189 00:09:47,559 --> 00:09:49,680 Speaker 1: and what they need to remember about the past, that's 190 00:09:50,120 --> 00:09:53,120 Speaker 1: sort of a guiding principle of the agency. What is it? Well, 191 00:09:53,160 --> 00:09:55,200 Speaker 1: the gift we have, of course is Bill burn Back, 192 00:09:55,240 --> 00:09:56,840 Speaker 1: and that he was one of the magic man. I 193 00:09:56,840 --> 00:09:58,960 Speaker 1: mean certainly would be high I think on anyone's list 194 00:09:59,000 --> 00:10:02,040 Speaker 1: of the magic people. But he was also the CEO. 195 00:10:02,360 --> 00:10:05,160 Speaker 1: This was a time when the creative person actually was 196 00:10:05,240 --> 00:10:07,680 Speaker 1: the leader of the company, which is unusual. It's certainly 197 00:10:07,760 --> 00:10:10,240 Speaker 1: unusual now I think you've seen us sort of drift 198 00:10:10,280 --> 00:10:13,800 Speaker 1: away from the creative people being in the top job. 199 00:10:13,840 --> 00:10:17,600 Speaker 1: There are notable exceptions, very successful exceptions. But you know, 200 00:10:17,679 --> 00:10:21,000 Speaker 1: you have a suit like me generally in the CEO. Also, 201 00:10:21,040 --> 00:10:22,640 Speaker 1: when I talk about this, I want to point out 202 00:10:22,640 --> 00:10:27,720 Speaker 1: she's not wearing a right So I do think part 203 00:10:27,720 --> 00:10:30,520 Speaker 1: of what I try to compel and remind our team 204 00:10:30,600 --> 00:10:33,360 Speaker 1: is that creativity is the most powerful force in business. 205 00:10:33,720 --> 00:10:37,080 Speaker 1: We believe that it is the biggest, most important, often 206 00:10:37,200 --> 00:10:39,400 Speaker 1: levery that you can pull to propel your business, for 207 00:10:39,600 --> 00:10:42,960 Speaker 1: to create a brand, to create impact. Our roots and 208 00:10:42,960 --> 00:10:46,319 Speaker 1: our genes not only support that, but evidence that there 209 00:10:46,360 --> 00:10:48,360 Speaker 1: are moments in our history I would say in the 210 00:10:48,520 --> 00:10:51,360 Speaker 1: not too distant past that we've let go of that 211 00:10:51,520 --> 00:10:53,520 Speaker 1: and we need to reclaim it. We're talking some about 212 00:10:53,520 --> 00:10:57,880 Speaker 1: great advertising. Back then it was print, radio and TV 213 00:10:58,559 --> 00:11:01,920 Speaker 1: and some billboards on the side. Today we have so 214 00:11:01,960 --> 00:11:05,680 Speaker 1: many consumer touch points. Just on the TV, we've got 215 00:11:05,720 --> 00:11:08,480 Speaker 1: four or five ways to get it. Radio today is 216 00:11:08,520 --> 00:11:12,160 Speaker 1: on over our company loans and two fifty platforms, not 217 00:11:12,280 --> 00:11:16,520 Speaker 1: just that broadcast radio device anymore. France is sort of 218 00:11:16,800 --> 00:11:21,280 Speaker 1: morphed into digital. Everything's interconnected. How does that affect advertising? 219 00:11:21,280 --> 00:11:23,199 Speaker 1: I mean, you no longer do the great TV ad 220 00:11:23,320 --> 00:11:25,599 Speaker 1: and everything else takes care of itself. How do you 221 00:11:25,720 --> 00:11:27,800 Speaker 1: get rid of these silos and pull it all together? 222 00:11:27,920 --> 00:11:31,480 Speaker 1: So you're thinking about consumer centric so important? I think 223 00:11:31,880 --> 00:11:34,040 Speaker 1: we try to be as much as we can platform 224 00:11:34,080 --> 00:11:37,559 Speaker 1: agnostic and have a bias on the idea. If our 225 00:11:37,600 --> 00:11:40,640 Speaker 1: bias and our fundamental focus is always on the idea. 226 00:11:41,120 --> 00:11:44,080 Speaker 1: It's how the idea comes to life, no matter the platform, 227 00:11:44,240 --> 00:11:47,440 Speaker 1: and fighting constantly for the purity of the idea is 228 00:11:47,480 --> 00:11:50,640 Speaker 1: really important. From a creative perspective, that's how we would 229 00:11:50,640 --> 00:11:53,720 Speaker 1: think about it. We obviously want to understand where the 230 00:11:53,760 --> 00:11:56,640 Speaker 1: audience is and reach them really well, and there's an 231 00:11:56,640 --> 00:11:59,080 Speaker 1: expectation now that you do anyway. You're not clumsy or 232 00:11:59,080 --> 00:12:02,720 Speaker 1: ham fisted. But mass advertising is critical for the brands 233 00:12:02,720 --> 00:12:05,160 Speaker 1: that we work on. These are very very big brands, 234 00:12:05,320 --> 00:12:09,760 Speaker 1: and that notion of mass reach and mass engagement with 235 00:12:09,840 --> 00:12:13,200 Speaker 1: something that's compelling is very important, along with of course 236 00:12:13,320 --> 00:12:16,959 Speaker 1: one to one and a lot of the narrower platforms 237 00:12:16,960 --> 00:12:20,280 Speaker 1: you can use. But just about every branding company is different. 238 00:12:20,320 --> 00:12:21,920 Speaker 1: Like I was actually just with a CMO of a 239 00:12:22,000 --> 00:12:23,680 Speaker 1: brand last night for dinner, and he was telling me 240 00:12:23,840 --> 00:12:26,120 Speaker 1: radio is his number one platform, is the most effective 241 00:12:26,160 --> 00:12:28,760 Speaker 1: for his business. For some of our very large brands, 242 00:12:28,800 --> 00:12:33,160 Speaker 1: TV is absolutely critical. Still, um, this CMO last night 243 00:12:33,160 --> 00:12:35,839 Speaker 1: was suggesting that he's probably overweighted and digital. I think 244 00:12:35,840 --> 00:12:37,560 Speaker 1: there has been a little bit of a rush to 245 00:12:37,640 --> 00:12:39,160 Speaker 1: do that, and I think there's a little bit of 246 00:12:39,200 --> 00:12:42,080 Speaker 1: crowding now and it's harder and harder to break through. 247 00:12:42,600 --> 00:12:45,320 Speaker 1: That's not me suggesting it's bad. It's just meaning we 248 00:12:45,360 --> 00:12:48,720 Speaker 1: can't be ever lazy. That's why I resist more than 249 00:12:48,760 --> 00:12:51,640 Speaker 1: anything is just taking off a list and saying well, 250 00:12:51,679 --> 00:12:53,640 Speaker 1: we did that, we did that, and we did that. Obviously, 251 00:12:53,640 --> 00:12:56,280 Speaker 1: I see things more through the audio lens than anything 252 00:12:56,320 --> 00:12:58,800 Speaker 1: else these days. But we had someone who ran a 253 00:12:58,880 --> 00:13:01,360 Speaker 1: spot in the super Bowl. The commercial on Monday morning 254 00:13:01,360 --> 00:13:02,880 Speaker 1: on the radio was talking about the spot in the 255 00:13:02,920 --> 00:13:05,720 Speaker 1: super Bowl. So that it begins to tie it together. 256 00:13:05,840 --> 00:13:10,080 Speaker 1: Are you seeing that each device, every medium has a 257 00:13:10,160 --> 00:13:12,360 Speaker 1: place in it that I want people in social to 258 00:13:12,400 --> 00:13:14,400 Speaker 1: be doing this and related to the message, I want 259 00:13:14,400 --> 00:13:16,040 Speaker 1: the TV to be doing this, I want the radio 260 00:13:16,080 --> 00:13:17,640 Speaker 1: to do this, I want the billboard to do this 261 00:13:17,760 --> 00:13:21,120 Speaker 1: because of the ponderance of connection points. Now someone has 262 00:13:21,320 --> 00:13:23,360 Speaker 1: obviously got to look over all of that and make 263 00:13:23,440 --> 00:13:26,720 Speaker 1: that work. But it was funny if we're old enough 264 00:13:26,760 --> 00:13:29,080 Speaker 1: now to all know the term matching luggage. In the 265 00:13:29,160 --> 00:13:31,719 Speaker 1: nineties and the early two thousand's, we used to say, well, 266 00:13:31,800 --> 00:13:34,040 Speaker 1: let's just make it matching luggage. And I reflect on 267 00:13:34,040 --> 00:13:36,040 Speaker 1: that now, I think, gosh, that's so lazy. And that 268 00:13:36,120 --> 00:13:37,800 Speaker 1: was the goal. That was our stated goal. If it 269 00:13:37,840 --> 00:13:40,520 Speaker 1: all matches, it must all be right. This isn't about 270 00:13:40,600 --> 00:13:42,440 Speaker 1: matching luggage, and I think that that is a very 271 00:13:42,520 --> 00:13:46,200 Speaker 1: lazy way of doing marketing and advertising. This is about 272 00:13:46,679 --> 00:13:52,280 Speaker 1: propagation the kernel, this deep, lovely insight and wonderful discovery 273 00:13:52,320 --> 00:13:55,000 Speaker 1: that you stumble upon that you then manifest into some 274 00:13:55,120 --> 00:13:58,640 Speaker 1: wonderful story and something that's powerful and compelling and interesting 275 00:13:58,640 --> 00:14:00,680 Speaker 1: to people, and it goes out into the world. And 276 00:14:00,720 --> 00:14:02,559 Speaker 1: I think what we do now, more than anything, is 277 00:14:02,600 --> 00:14:06,520 Speaker 1: just nurture, nurture, nurture. We were doing some internal meetings recently. 278 00:14:07,440 --> 00:14:10,480 Speaker 1: Very fortunate that DTB or why was a Network of 279 00:14:10,520 --> 00:14:12,000 Speaker 1: the Year at the One Show this year, which was 280 00:14:12,200 --> 00:14:16,040 Speaker 1: gradually absolute treat, absolute treat. But reflecting on the work 281 00:14:16,120 --> 00:14:19,080 Speaker 1: that did well at the One Show, we talk a 282 00:14:19,080 --> 00:14:21,760 Speaker 1: lot internally that so many times at work was dead, 283 00:14:22,080 --> 00:14:24,360 Speaker 1: and it's so important to tell people that you don't 284 00:14:24,400 --> 00:14:26,120 Speaker 1: just rock up with a we're gonna do you know 285 00:14:26,200 --> 00:14:28,520 Speaker 1: what do you think? And the client goes great, unlimited money, 286 00:14:28,560 --> 00:14:31,480 Speaker 1: unlimited funds, go to every touch point, it'll be great. No, No, 287 00:14:31,560 --> 00:14:34,560 Speaker 1: I mean at every stage there's something. There's a legal issue, 288 00:14:34,680 --> 00:14:37,240 Speaker 1: or there's a funding issue, there's a production issue, there's 289 00:14:37,280 --> 00:14:40,560 Speaker 1: a timing issue, there's some sort of technology hurdle, there 290 00:14:40,560 --> 00:14:44,280 Speaker 1: are constant CEO's husband doesn't like it, the CEO's husband 291 00:14:44,320 --> 00:14:47,440 Speaker 1: doesn't like it, or children. Usually it's children, my sixteen 292 00:14:47,520 --> 00:14:50,040 Speaker 1: year old you. I think that's the reality of these 293 00:14:50,080 --> 00:14:52,480 Speaker 1: great campaigns. I think it's so important to actually unpack 294 00:14:52,560 --> 00:14:54,720 Speaker 1: the behind the curtain. And I recently I heard that 295 00:14:55,120 --> 00:14:59,040 Speaker 1: Nike and Widen we're unpacking Kaepernick a little bit and 296 00:14:59,320 --> 00:15:00,680 Speaker 1: some of the hurdles I had to go through, which 297 00:15:00,680 --> 00:15:02,520 Speaker 1: I think is so important for us to share all 298 00:15:02,560 --> 00:15:05,960 Speaker 1: this because otherwise we create a full s goal of 299 00:15:06,000 --> 00:15:09,040 Speaker 1: how this work gets done. It's really really hard work, 300 00:15:09,240 --> 00:15:11,000 Speaker 1: and you've really got to love it, and you've really 301 00:15:11,000 --> 00:15:13,120 Speaker 1: got to nurture and protect it and stay with it 302 00:15:13,240 --> 00:15:16,760 Speaker 1: every step of the way across these channels. Mark Pritchard, 303 00:15:16,760 --> 00:15:18,440 Speaker 1: who I'm a great fan of, you know here he 304 00:15:18,520 --> 00:15:21,480 Speaker 1: is a P and G and he really unpacks his 305 00:15:21,680 --> 00:15:25,640 Speaker 1: entire media plan and looks at everything afresh. I mean, 306 00:15:25,680 --> 00:15:28,240 Speaker 1: how many people do that. Besides, as you pointed out 307 00:15:28,280 --> 00:15:30,880 Speaker 1: that he was overspending in digital, which he's publicly said, 308 00:15:30,920 --> 00:15:33,640 Speaker 1: and you know, move things around and suddenly you know 309 00:15:33,680 --> 00:15:35,760 Speaker 1: he's back in radio. He's back in outdoor in a 310 00:15:35,800 --> 00:15:38,920 Speaker 1: major way and has had three record quarters of growth. 311 00:15:39,360 --> 00:15:41,720 Speaker 1: Do you think that people are beginning to take a 312 00:15:41,720 --> 00:15:45,160 Speaker 1: step back now and relook at things. Does the agency 313 00:15:45,200 --> 00:15:46,920 Speaker 1: have to push them to do that? Do you think 314 00:15:46,960 --> 00:15:49,960 Speaker 1: the client is pushing the agency to do it? Where 315 00:15:50,040 --> 00:15:52,520 Speaker 1: is that process at this point? Well? I think that 316 00:15:53,000 --> 00:15:55,960 Speaker 1: the one thing that is true is that every client 317 00:15:56,040 --> 00:16:00,160 Speaker 1: and every agency are constantly looking at investment now. In 318 00:16:00,160 --> 00:16:02,080 Speaker 1: the days when we'd say matching luggage, we were also 319 00:16:02,160 --> 00:16:05,720 Speaker 1: looking at our media plans, probably quarterly, and I remember 320 00:16:05,720 --> 00:16:07,640 Speaker 1: the big binder on my desk and I'd open it 321 00:16:07,760 --> 00:16:10,080 Speaker 1: up and unwind the pages and look at all the 322 00:16:10,120 --> 00:16:12,280 Speaker 1: color strips and then wind it back up and put 323 00:16:12,320 --> 00:16:14,760 Speaker 1: it up for a quarter. We're looking at our client's 324 00:16:14,800 --> 00:16:17,720 Speaker 1: media investment every day. So much of this is measurable. 325 00:16:17,720 --> 00:16:21,720 Speaker 1: There's real time performances, data, there's cultural conversations that are 326 00:16:21,720 --> 00:16:24,600 Speaker 1: happening that you didn't anticipate that you then suddenly want 327 00:16:24,600 --> 00:16:26,640 Speaker 1: to shift money and get behind and start to fuel 328 00:16:26,640 --> 00:16:29,120 Speaker 1: a little bit more So. I think media is seen 329 00:16:29,160 --> 00:16:32,120 Speaker 1: as very dynamic now rather than static, which is a 330 00:16:32,160 --> 00:16:37,120 Speaker 1: fantastic advantage for us as marketers of TV viewers are 331 00:16:37,360 --> 00:16:40,880 Speaker 1: doing another electronic media at the same time, so clearly 332 00:16:41,000 --> 00:16:44,280 Speaker 1: not watching everything. How on earth do we deal with 333 00:16:44,320 --> 00:16:47,840 Speaker 1: that in a world where it's not so clean anymore. Well, 334 00:16:47,880 --> 00:16:50,040 Speaker 1: I think arrogance as a marketer, and I can say 335 00:16:50,080 --> 00:16:52,400 Speaker 1: that because I was a client for most of my career. 336 00:16:52,760 --> 00:16:54,800 Speaker 1: You have to take that down a notch. It used 337 00:16:54,840 --> 00:16:57,720 Speaker 1: to be that marketing and how we all learned in 338 00:16:57,800 --> 00:17:00,080 Speaker 1: school and everything else. As you prepared your plans, you 339 00:17:00,120 --> 00:17:02,840 Speaker 1: put your plans into the world, You watched your plans, 340 00:17:02,920 --> 00:17:05,119 Speaker 1: you measured your plans. Six or eight weeks later, you 341 00:17:05,600 --> 00:17:08,040 Speaker 1: had some observations, you made adjustments, and you went forward 342 00:17:08,040 --> 00:17:09,840 Speaker 1: with your next plan. It was this sort of very 343 00:17:09,880 --> 00:17:12,919 Speaker 1: clinical and clean way of working. It looked good, but 344 00:17:12,960 --> 00:17:15,840 Speaker 1: it was very arrogant. Right. It just suggests that suddenly 345 00:17:15,880 --> 00:17:18,399 Speaker 1: you know all the answers and that you were going 346 00:17:18,440 --> 00:17:20,560 Speaker 1: to put something into the world that everyone's going to 347 00:17:21,119 --> 00:17:24,200 Speaker 1: stop and engage with. When I was at Coke, we 348 00:17:24,240 --> 00:17:26,920 Speaker 1: did a very sort of back of the Napkin type analysis, 349 00:17:27,000 --> 00:17:29,600 Speaker 1: but it helped make a point. We looked at YouTube 350 00:17:29,640 --> 00:17:32,040 Speaker 1: and all the content on YouTube and how much of 351 00:17:32,040 --> 00:17:34,719 Speaker 1: it we had created versus how much consumers are created. 352 00:17:35,240 --> 00:17:39,240 Speaker 1: I want to guess what the answer was created by consumers, 353 00:17:39,280 --> 00:17:43,399 Speaker 1: not us was done by Coke. We had put the 354 00:17:43,400 --> 00:17:46,440 Speaker 1: content into the world of the content, and conversation happening 355 00:17:46,520 --> 00:17:48,800 Speaker 1: around Coke had nothing to do with anyone at Coke. 356 00:17:49,440 --> 00:17:52,520 Speaker 1: So your opportunity now, to your point, on multi screen 357 00:17:52,600 --> 00:17:55,679 Speaker 1: viewing on very busy consumer lives. The average American you know, 358 00:17:55,840 --> 00:17:59,439 Speaker 1: is impacted by six thousand brand impressions daily. With that 359 00:17:59,520 --> 00:18:02,399 Speaker 1: sort of vironment, your opportunity is to actually be a 360 00:18:02,440 --> 00:18:06,280 Speaker 1: little less arrogant, to come into that conversation, to really 361 00:18:06,320 --> 00:18:10,280 Speaker 1: observe and see what could be important, powerful, interesting, compelling 362 00:18:10,400 --> 00:18:13,520 Speaker 1: to your target audience, and to become part of it. 363 00:18:13,920 --> 00:18:16,000 Speaker 1: Not to try to dominate the community, but to act 364 00:18:16,040 --> 00:18:18,399 Speaker 1: as a single member of that community. What could you 365 00:18:18,480 --> 00:18:20,280 Speaker 1: add to that, How could you make it better? How 366 00:18:20,280 --> 00:18:23,119 Speaker 1: could you be an invited guest instead of an uninvited guest. 367 00:18:23,520 --> 00:18:25,439 Speaker 1: And I think as long as you get that mindset right, 368 00:18:25,440 --> 00:18:27,400 Speaker 1: and the brands and companies get that mindset right, they 369 00:18:27,440 --> 00:18:30,520 Speaker 1: just see themselves as one member of that community trying 370 00:18:30,560 --> 00:18:34,040 Speaker 1: to contribute and make that target audiences life better. We 371 00:18:34,119 --> 00:18:37,280 Speaker 1: think about ratings, which I've lived with my whole life. 372 00:18:37,480 --> 00:18:39,880 Speaker 1: The whle days of the facts of the overnights. When 373 00:18:39,880 --> 00:18:42,080 Speaker 1: I was in TV, you still hold your breath hoping 374 00:18:42,119 --> 00:18:45,040 Speaker 1: they'll be good. Today we have possibilities of looking at 375 00:18:45,119 --> 00:18:48,840 Speaker 1: sales attribution, not attribution to clicks, but actually attribution to 376 00:18:48,880 --> 00:18:51,399 Speaker 1: how much do we sell? Is this replace ratings? I mean, 377 00:18:51,440 --> 00:18:54,160 Speaker 1: are we going to turn the entire media industry upside down? 378 00:18:54,640 --> 00:18:57,600 Speaker 1: I don't think it is a replacement of You know, 379 00:18:57,640 --> 00:19:00,280 Speaker 1: we've got more measurement to your title of your cast. 380 00:19:00,320 --> 00:19:02,920 Speaker 1: We have more math around us than we've ever ever 381 00:19:02,960 --> 00:19:06,320 Speaker 1: had before, and it's in more useful timing than it's 382 00:19:06,359 --> 00:19:10,120 Speaker 1: ever been. It's it's less delayed, is less reflective, it's 383 00:19:10,160 --> 00:19:13,000 Speaker 1: more progressive, it's more predictive, it's more real time. No 384 00:19:13,119 --> 00:19:15,320 Speaker 1: client comes to us and says, I have a data shortage. 385 00:19:15,520 --> 00:19:18,160 Speaker 1: We have not heard that yet. Most clients come to say, 386 00:19:18,200 --> 00:19:20,280 Speaker 1: is I have data overload? I have so much data 387 00:19:20,280 --> 00:19:22,800 Speaker 1: I'm not really sure what to look at and what's compelling. 388 00:19:22,840 --> 00:19:25,720 Speaker 1: And we spend a lot of our time actually peeling 389 00:19:25,760 --> 00:19:28,080 Speaker 1: away a lot of the layers of things that have 390 00:19:28,200 --> 00:19:33,879 Speaker 1: become clouding and confusing, rather than the key and core indicators. 391 00:19:33,880 --> 00:19:36,840 Speaker 1: I mean, almost every business, every CEO runs a business 392 00:19:36,880 --> 00:19:39,080 Speaker 1: off just a handful of indicators that they know are 393 00:19:39,240 --> 00:19:41,600 Speaker 1: very germane to their business, and we need to get 394 00:19:41,640 --> 00:19:46,359 Speaker 1: back to that. Every company, every human today is at 395 00:19:46,440 --> 00:19:49,840 Speaker 1: risk for fake news, things that aren't true being said 396 00:19:49,880 --> 00:19:52,920 Speaker 1: but suddenly catch fire and move as if they're a truth. 397 00:19:52,920 --> 00:19:55,439 Speaker 1: How do you think about that as someone who is 398 00:19:55,480 --> 00:19:58,560 Speaker 1: working with a company to be the brand steward and 399 00:19:58,720 --> 00:20:01,040 Speaker 1: really protect the brand. One of the most important things 400 00:20:01,080 --> 00:20:04,000 Speaker 1: that I think business leaders can understand is that the 401 00:20:04,080 --> 00:20:08,399 Speaker 1: truth is irrelevant. I think there's anything like the truth 402 00:20:08,480 --> 00:20:10,359 Speaker 1: because you have your truth and I have my truth, 403 00:20:10,440 --> 00:20:12,480 Speaker 1: and there's a brand and company have to go into 404 00:20:12,520 --> 00:20:17,040 Speaker 1: the world understanding it's truth. But it's not a truth 405 00:20:17,160 --> 00:20:19,800 Speaker 1: or the truth. I mean, I can remember having meetings 406 00:20:19,840 --> 00:20:21,760 Speaker 1: at Coke. I mean they were outraged. What do you 407 00:20:21,800 --> 00:20:23,679 Speaker 1: mean that this is the truth? This is what the 408 00:20:23,680 --> 00:20:26,080 Speaker 1: product is. It doesn't matter. There is a set of 409 00:20:26,080 --> 00:20:28,080 Speaker 1: people who think the product is something different. We have 410 00:20:28,160 --> 00:20:30,800 Speaker 1: to operate in a world where as brands and companies, 411 00:20:30,840 --> 00:20:33,000 Speaker 1: we have to be willing, again without arrogance, to meet 412 00:20:33,040 --> 00:20:35,840 Speaker 1: consumers at their truth and work them back to our truth. 413 00:20:36,080 --> 00:20:38,120 Speaker 1: There was a saying that used to be above my desk. 414 00:20:38,160 --> 00:20:39,960 Speaker 1: When I was in my early twenties, I was a 415 00:20:40,040 --> 00:20:42,800 Speaker 1: radio programmer. Reality is what you perceive it to be. 416 00:20:43,359 --> 00:20:46,640 Speaker 1: It seems to be preferred today than ever. Just hold 417 00:20:46,640 --> 00:20:48,960 Speaker 1: on a second, because we've got so much more to 418 00:20:49,000 --> 00:20:55,800 Speaker 1: talk about. We'll be back after a quick break. Welcome 419 00:20:55,840 --> 00:20:59,040 Speaker 1: back to math and magic. We're here with Wendy Clark. 420 00:21:00,800 --> 00:21:02,840 Speaker 1: Let's go back in time. Okay, you were born in 421 00:21:02,840 --> 00:21:06,119 Speaker 1: the UK. You evidently had a very influential while they 422 00:21:06,119 --> 00:21:08,159 Speaker 1: were raised. You came to Florida when you were eleven 423 00:21:08,520 --> 00:21:10,080 Speaker 1: at the leave the good old I guess you were 424 00:21:10,080 --> 00:21:13,320 Speaker 1: the first brexit and uh, you went to five schools 425 00:21:13,400 --> 00:21:16,040 Speaker 1: from the fifth to ninth grade. How do you think 426 00:21:16,080 --> 00:21:19,040 Speaker 1: that affected Yeah, you know, the funny thing is, honestly, 427 00:21:19,040 --> 00:21:21,200 Speaker 1: it was just not something I had carried with myself. 428 00:21:21,320 --> 00:21:23,480 Speaker 1: I think I was in my forties when I realized 429 00:21:23,800 --> 00:21:26,399 Speaker 1: that I'd gone to five schools in five years on 430 00:21:26,480 --> 00:21:28,960 Speaker 1: two different continents. It was really shaping. I Mean what 431 00:21:28,960 --> 00:21:30,720 Speaker 1: I say today is I can walk in any room, 432 00:21:30,840 --> 00:21:34,720 Speaker 1: I'm never stranger, I don't have problems making friends. Probably 433 00:21:34,760 --> 00:21:37,440 Speaker 1: something like that either breaks you or helps you, And uh, 434 00:21:37,680 --> 00:21:39,880 Speaker 1: I'd have a certain amount of self confidence to try 435 00:21:39,880 --> 00:21:41,879 Speaker 1: it again every year. My mother would have told you 436 00:21:41,920 --> 00:21:45,120 Speaker 1: it's character buildings. Hopefully I'm full of character. You are. 437 00:21:45,560 --> 00:21:48,280 Speaker 1: You were a manager at McDonald's at sixteen. Now, how 438 00:21:48,320 --> 00:21:50,159 Speaker 1: did that happen? Why do you let a sixteen year 439 00:21:50,200 --> 00:21:52,399 Speaker 1: old be a shift manager? Manager? And I do love 440 00:21:52,440 --> 00:21:54,040 Speaker 1: telling this story because obviously we do work with the 441 00:21:54,080 --> 00:21:56,359 Speaker 1: brand today, and I'm a huge champion of the brand 442 00:21:56,840 --> 00:21:59,720 Speaker 1: because you know, one in eight Americans have worked at McDonald's. 443 00:22:00,520 --> 00:22:02,880 Speaker 1: Is one of those formative places where you can learn 444 00:22:02,880 --> 00:22:04,960 Speaker 1: a lot. And I way before I was on the 445 00:22:05,000 --> 00:22:08,040 Speaker 1: agency side and and working with McDonald's, I was a 446 00:22:08,119 --> 00:22:11,400 Speaker 1: huge champion of that experience. I mean, it's sixteen years 447 00:22:11,400 --> 00:22:13,199 Speaker 1: old to be empowered to run a shift of a 448 00:22:13,240 --> 00:22:18,280 Speaker 1: restaurant where you're dealing with customer dissatisfaction, cash management, employee 449 00:22:18,320 --> 00:22:22,480 Speaker 1: and subordination, product quality. I mean, just think about everything 450 00:22:22,520 --> 00:22:24,840 Speaker 1: that's involved in running a restaurant. And at sixteen years old, 451 00:22:24,840 --> 00:22:26,960 Speaker 1: it was really formative to be given that kind of 452 00:22:27,000 --> 00:22:29,440 Speaker 1: responsibility and it's sort of created a hunger in me. 453 00:22:30,119 --> 00:22:33,119 Speaker 1: I like that responsibility, I like that leadership, I like 454 00:22:33,359 --> 00:22:37,760 Speaker 1: that pressure and privilege. McDonald's do that with teenagers around 455 00:22:37,760 --> 00:22:40,800 Speaker 1: the world. Routinely giving them these opportunities, and I think 456 00:22:40,800 --> 00:22:43,879 Speaker 1: this taste of what business can be and leadership can be. 457 00:22:44,600 --> 00:22:48,720 Speaker 1: You could easily have a career at McDonald's starting from 458 00:22:48,760 --> 00:22:51,119 Speaker 1: not very much, and I love that they believe in 459 00:22:51,320 --> 00:22:55,600 Speaker 1: every kid in America to have that potential after college. 460 00:22:55,880 --> 00:22:57,840 Speaker 1: By the way, you were a major in English. You 461 00:22:57,920 --> 00:23:00,960 Speaker 1: were quoted as being held bent on being in advertising. 462 00:23:01,359 --> 00:23:03,520 Speaker 1: What on earth made you think advertising was the place 463 00:23:03,600 --> 00:23:05,480 Speaker 1: to be and how did you make that job? Well? 464 00:23:05,560 --> 00:23:07,720 Speaker 1: I wanted to write. You know, when you're an English 465 00:23:07,760 --> 00:23:09,720 Speaker 1: major to everyone says, what are you gonna do with that? 466 00:23:09,800 --> 00:23:11,440 Speaker 1: You're gonna teach? Right, I was like, I don't want 467 00:23:11,440 --> 00:23:13,280 Speaker 1: to teach. So I had to come up with an 468 00:23:13,320 --> 00:23:15,160 Speaker 1: answer what I was going to do because everyone kept 469 00:23:15,160 --> 00:23:16,280 Speaker 1: asking me what I was going to do, and so 470 00:23:16,320 --> 00:23:18,040 Speaker 1: I said, I'm gonna be in advertising. That was the 471 00:23:18,040 --> 00:23:19,679 Speaker 1: next best thing I could come up with, was that 472 00:23:19,720 --> 00:23:22,000 Speaker 1: I would write advertising. So I got my first job. 473 00:23:22,040 --> 00:23:24,399 Speaker 1: I was a receptionist and ad agency, which I actually 474 00:23:24,400 --> 00:23:26,680 Speaker 1: like talking about a lot, especially today to be able 475 00:23:26,720 --> 00:23:29,320 Speaker 1: to say to our lovely agency that I've done just 476 00:23:29,400 --> 00:23:32,080 Speaker 1: about every job in between. But I just wanted to 477 00:23:32,080 --> 00:23:33,600 Speaker 1: get my foot in the door, and I thought, if 478 00:23:33,640 --> 00:23:35,919 Speaker 1: I get in here, I can prove myself. They'll let 479 00:23:35,960 --> 00:23:39,280 Speaker 1: me write something, and they did. I started writing press releases. 480 00:23:39,520 --> 00:23:42,159 Speaker 1: Turns out writing wasn't necessarily my forte. You know, when 481 00:23:42,160 --> 00:23:43,760 Speaker 1: you get the edit back and the last thing that 482 00:23:43,840 --> 00:23:46,040 Speaker 1: you wrote was through all the red lines. The only 483 00:23:46,080 --> 00:23:48,800 Speaker 1: thing you wrote was the you know, you realize they've 484 00:23:48,800 --> 00:23:52,760 Speaker 1: probably not you should go to the account So I 485 00:23:52,760 --> 00:23:55,480 Speaker 1: started leading accounts with fun So a woman owned ad 486 00:23:55,520 --> 00:23:59,800 Speaker 1: agency in Atlanta named the Denmark Group, still in business today, 487 00:24:00,240 --> 00:24:03,320 Speaker 1: Priscilla Jessop as a founder. You know, when you change jobs, 488 00:24:03,359 --> 00:24:05,119 Speaker 1: you do that all email and you put everyone in 489 00:24:05,200 --> 00:24:07,119 Speaker 1: blind copy to say you know my new number and 490 00:24:07,160 --> 00:24:09,200 Speaker 1: my new this. And I mean how many times I've 491 00:24:09,200 --> 00:24:10,919 Speaker 1: done that to Priscilla Jessop over the years. I mean 492 00:24:10,960 --> 00:24:13,120 Speaker 1: I've changed jobs a lot. And I can remember when 493 00:24:13,119 --> 00:24:14,840 Speaker 1: I sent her the Coke one and I got this 494 00:24:15,040 --> 00:24:17,960 Speaker 1: lovely response. It's like, oh, honey, I can't believe you're 495 00:24:18,000 --> 00:24:20,560 Speaker 1: running marketing at Coke and used to answer my phone. 496 00:24:21,240 --> 00:24:23,680 Speaker 1: I learned so much in a couple of years there. 497 00:24:24,440 --> 00:24:27,760 Speaker 1: So you're a receptionist. There has to be some takeaway 498 00:24:27,760 --> 00:24:31,440 Speaker 1: from that about treating people unnoticed talent. Yeah, you asked 499 00:24:31,480 --> 00:24:33,760 Speaker 1: me my in the sixty second thing, the words I 500 00:24:33,760 --> 00:24:35,800 Speaker 1: would live by, which is never be above doing anything, 501 00:24:35,840 --> 00:24:38,159 Speaker 1: And that was certainly came from being a reception. So 502 00:24:38,160 --> 00:24:40,520 Speaker 1: there were people who looked right past me, look over me. 503 00:24:40,960 --> 00:24:44,240 Speaker 1: But I felt quite inconsequential. You know, I'm competitive enough 504 00:24:44,240 --> 00:24:46,000 Speaker 1: where that just fueled me. So I was like, all right, 505 00:24:46,040 --> 00:24:47,840 Speaker 1: look past me. We'll see if you look past me again. 506 00:24:48,200 --> 00:24:51,800 Speaker 1: You wound up at Bell South Singular. You left, you 507 00:24:51,920 --> 00:24:55,400 Speaker 1: joined an agency in Austin. You were still in your twenties, 508 00:24:55,560 --> 00:24:57,840 Speaker 1: and you turned out to be this manager with a 509 00:24:57,880 --> 00:25:01,439 Speaker 1: lot of older reports, the young persons. The boss was 510 00:25:01,560 --> 00:25:03,600 Speaker 1: how did you handle that? That was twenty nine when 511 00:25:03,600 --> 00:25:05,639 Speaker 1: I went to gsdn M, and I was head of 512 00:25:05,640 --> 00:25:07,560 Speaker 1: account service and it was at one point two billion 513 00:25:07,560 --> 00:25:10,720 Speaker 1: dollar agency. JFM had Southwest Airlines and air Force and 514 00:25:10,840 --> 00:25:13,240 Speaker 1: land Rover and some very big accounts, and so I 515 00:25:13,280 --> 00:25:16,359 Speaker 1: came in as head of accounts and yes, I think 516 00:25:16,400 --> 00:25:18,360 Speaker 1: just about every one of my direct reports was older 517 00:25:18,359 --> 00:25:20,320 Speaker 1: than I was, and I until I got into my forties, 518 00:25:20,400 --> 00:25:22,560 Speaker 1: it didn't really start to even out. I have bad 519 00:25:22,600 --> 00:25:25,480 Speaker 1: news for you. I'm not at a certain point. You 520 00:25:25,520 --> 00:25:27,200 Speaker 1: look around and go, wait a minute, the oldest person 521 00:25:27,240 --> 00:25:29,760 Speaker 1: and my mother. I'm very clear at DTV im the mother, 522 00:25:29,840 --> 00:25:31,800 Speaker 1: but I mean it didn't face me. I think most 523 00:25:31,840 --> 00:25:34,760 Speaker 1: of it is am I adding value, my bringing value. 524 00:25:35,200 --> 00:25:37,120 Speaker 1: I think if you're so busy worried about that, you're 525 00:25:37,119 --> 00:25:39,040 Speaker 1: not worried about the business. And I think as long 526 00:25:39,080 --> 00:25:41,679 Speaker 1: as we were having conversations where I felt like I 527 00:25:41,760 --> 00:25:45,440 Speaker 1: was additive and appreciative to what they were doing, helping 528 00:25:45,480 --> 00:25:47,200 Speaker 1: them do their jobs better, I don't think they worried 529 00:25:47,200 --> 00:25:50,200 Speaker 1: about how you think it affected your management style when 530 00:25:50,200 --> 00:25:52,720 Speaker 1: you had to manage people older than you so that 531 00:25:52,720 --> 00:25:55,240 Speaker 1: they're not going to give you age respect. I'm sure 532 00:25:55,280 --> 00:25:58,440 Speaker 1: it did, but it wasn't conscious if it did. I 533 00:25:58,480 --> 00:26:01,600 Speaker 1: don't think anyone gets out of bed any morning and says, 534 00:26:02,520 --> 00:26:04,240 Speaker 1: you know, I just want to be average, right. I 535 00:26:04,240 --> 00:26:05,959 Speaker 1: don't think anyone gets up and comes to it and goes, 536 00:26:06,000 --> 00:26:07,720 Speaker 1: I'm just going to hit it right down the middle today, 537 00:26:07,760 --> 00:26:10,360 Speaker 1: I'm not really interested. No people get out of bed 538 00:26:10,400 --> 00:26:12,240 Speaker 1: every morning to make the effort to go into the 539 00:26:12,240 --> 00:26:14,000 Speaker 1: world to make an impact, to make a difference. They 540 00:26:14,080 --> 00:26:15,879 Speaker 1: go to their jobs to get things done. And I 541 00:26:15,920 --> 00:26:17,720 Speaker 1: think as long as I can be part of that 542 00:26:18,119 --> 00:26:21,679 Speaker 1: formula with people. Then I think it doesn't matter what 543 00:26:21,800 --> 00:26:24,440 Speaker 1: my ages, or my gender or anything else. We're part 544 00:26:24,440 --> 00:26:26,720 Speaker 1: of making an impact. You know, we got out of 545 00:26:26,720 --> 00:26:29,520 Speaker 1: bed and we made a difference today. So you left, 546 00:26:29,560 --> 00:26:32,639 Speaker 1: you went to a client SPC, which became A T 547 00:26:32,720 --> 00:26:35,800 Speaker 1: and T. You were overseeing a two billion dollar marketing 548 00:26:35,880 --> 00:26:37,639 Speaker 1: budget and you were in your thirties. How did you 549 00:26:37,920 --> 00:26:40,359 Speaker 1: keep that from going to your head at driving you 550 00:26:40,400 --> 00:26:43,280 Speaker 1: crazy here becoming an egomaniac? Or did it not even 551 00:26:43,280 --> 00:26:47,200 Speaker 1: face you? Ed Whitaker, who is the CEO, his voices 552 00:26:47,240 --> 00:26:50,840 Speaker 1: in my mind often and he just had incredible confidence 553 00:26:50,840 --> 00:26:53,520 Speaker 1: in me. What I learned from him was his ability 554 00:26:53,560 --> 00:26:56,639 Speaker 1: to make decisions and then no referendums. I can remember 555 00:26:56,640 --> 00:26:58,520 Speaker 1: when we were doing the name change at AT and 556 00:26:58,560 --> 00:27:00,399 Speaker 1: T to the new A T and T. And you know, 557 00:27:00,440 --> 00:27:01,840 Speaker 1: we were in San Antonio and we were going to 558 00:27:01,920 --> 00:27:03,680 Speaker 1: do this press announced and everything I said to him 559 00:27:03,880 --> 00:27:05,800 Speaker 1: and we all caught him. Mr Whittaker, by the way, 560 00:27:05,880 --> 00:27:08,160 Speaker 1: only his very direct reports called the mad. So I said, 561 00:27:08,200 --> 00:27:10,440 Speaker 1: Mr Whitaker, we've got to We've got to change to 562 00:27:10,480 --> 00:27:12,440 Speaker 1: logos on the outside of the building for the announcement. 563 00:27:12,480 --> 00:27:15,040 Speaker 1: You can do the press and everything here. We can't 564 00:27:15,040 --> 00:27:17,400 Speaker 1: have the old logo. But there was this real secrecy 565 00:27:17,400 --> 00:27:20,440 Speaker 1: about what we had named the company, and he said, 566 00:27:20,280 --> 00:27:21,760 Speaker 1: I don't want to I don't want to do that. 567 00:27:21,800 --> 00:27:24,760 Speaker 1: I don't want to risk it leaking out. And I felt, really, 568 00:27:25,000 --> 00:27:26,760 Speaker 1: you know, strongly about it. And I just sort of said, 569 00:27:26,920 --> 00:27:29,080 Speaker 1: these images are going to go around the world in 570 00:27:29,200 --> 00:27:32,679 Speaker 1: business media. We've got to have this image, right. And 571 00:27:32,880 --> 00:27:34,520 Speaker 1: he looked to me, and you know, you get kind 572 00:27:34,520 --> 00:27:37,480 Speaker 1: of one press with him, and he said, all right, 573 00:27:37,680 --> 00:27:39,720 Speaker 1: but if it gets out, it's on you. And that 574 00:27:39,800 --> 00:27:43,520 Speaker 1: was it. Meeting over cut to these poor sign installers 575 00:27:43,560 --> 00:27:46,560 Speaker 1: working under black drapes over the weekend and trying to 576 00:27:46,560 --> 00:27:48,680 Speaker 1: do it by the dark of night and everything else. 577 00:27:49,520 --> 00:27:51,639 Speaker 1: It did not like at this point in your life. 578 00:27:51,840 --> 00:27:54,200 Speaker 1: I think you've got three kids by now. My last 579 00:27:54,200 --> 00:27:56,840 Speaker 1: one was born on the day of Department of Justice 580 00:27:56,840 --> 00:27:59,280 Speaker 1: approval of the Singular merger, so I should have called 581 00:27:59,359 --> 00:28:02,320 Speaker 1: him Singular, but I call him Jake. Let's jump now 582 00:28:02,880 --> 00:28:06,760 Speaker 1: to life work balance. You've I know, you've got some 583 00:28:06,800 --> 00:28:08,359 Speaker 1: points of view on it, and I want you to 584 00:28:08,400 --> 00:28:10,359 Speaker 1: tell us about them. Yeah. You know, for the duration 585 00:28:10,359 --> 00:28:11,879 Speaker 1: of my career, people have said to me, you know, 586 00:28:11,960 --> 00:28:13,879 Speaker 1: you should just balance your work in life. You should 587 00:28:13,880 --> 00:28:15,800 Speaker 1: take extra time and you should do your family stuff. 588 00:28:15,800 --> 00:28:18,960 Speaker 1: And that sounds good. There's absolutely no way of getting 589 00:28:18,960 --> 00:28:21,439 Speaker 1: to work life balance, and so it just became this 590 00:28:21,520 --> 00:28:23,359 Speaker 1: false goal that the more people said it to me, 591 00:28:23,400 --> 00:28:26,119 Speaker 1: the angrier I got about it. So my little pivot 592 00:28:26,160 --> 00:28:29,680 Speaker 1: on it, and yes, it's word play is work life integration. 593 00:28:29,880 --> 00:28:33,680 Speaker 1: And I just believe very progressive companies like I Heart, 594 00:28:33,760 --> 00:28:37,160 Speaker 1: like DDB, like others out there, allow you to integrate 595 00:28:37,200 --> 00:28:38,720 Speaker 1: your work in your life in a way that works 596 00:28:38,760 --> 00:28:40,520 Speaker 1: for you. And what works for me probably doesn't work 597 00:28:40,560 --> 00:28:42,880 Speaker 1: for you. But you and I will hold our teams 598 00:28:42,920 --> 00:28:44,920 Speaker 1: accountable to getting their jobs done in a way that 599 00:28:44,960 --> 00:28:47,440 Speaker 1: they can get their jobs done and also function in 600 00:28:47,480 --> 00:28:50,720 Speaker 1: their lives. And as long as you have that, then 601 00:28:50,880 --> 00:28:53,480 Speaker 1: I think this work life integration thing can work beautifully. 602 00:28:53,840 --> 00:28:55,920 Speaker 1: But don't tell me to balance it because balance isn't 603 00:28:55,920 --> 00:28:58,200 Speaker 1: an outcome. It's it's neither a goal nor an outcome. 604 00:28:58,360 --> 00:29:00,800 Speaker 1: So let's talk about integration and talk about how you 605 00:29:00,840 --> 00:29:04,280 Speaker 1: can seamlessly weave your your life and your work together. 606 00:29:04,920 --> 00:29:07,400 Speaker 1: You jumped to Coke, you rose to be the president 607 00:29:07,440 --> 00:29:10,680 Speaker 1: of Sparkling, brands and strategy marketing in North America, and 608 00:29:10,680 --> 00:29:13,280 Speaker 1: then you took a sabbatical for three months to work 609 00:29:13,280 --> 00:29:15,760 Speaker 1: on the Hillary Clinton campaign. What drove you to that? 610 00:29:16,240 --> 00:29:18,560 Speaker 1: I was Coke okay without and how did you manage it? 611 00:29:18,800 --> 00:29:20,560 Speaker 1: The way I approached Coke about it was like I 612 00:29:20,600 --> 00:29:22,480 Speaker 1: was having a fourth child, and I just it's like 613 00:29:22,480 --> 00:29:24,600 Speaker 1: a maternity leaf. I'm going to go away and have 614 00:29:24,680 --> 00:29:27,440 Speaker 1: another baby. They were great, and honestly, it felt like 615 00:29:27,520 --> 00:29:30,840 Speaker 1: something that I felt duty bound to do. I really 616 00:29:31,040 --> 00:29:34,000 Speaker 1: couldn't imagine not doing it, and it was very difficult personally. 617 00:29:34,240 --> 00:29:36,840 Speaker 1: There were lots of trade offs to doing it. Probably 618 00:29:36,960 --> 00:29:39,800 Speaker 1: wasn't a great professional decision at Coke, but I just 619 00:29:39,920 --> 00:29:43,800 Speaker 1: felt I didn't want to regret not helping. What important 620 00:29:43,880 --> 00:29:47,440 Speaker 1: lesson did you learn for business that you got from 621 00:29:47,440 --> 00:29:50,280 Speaker 1: working on a campaign. The things that you learn are 622 00:29:50,520 --> 00:29:54,240 Speaker 1: the truth around brands and the attachment that consumers can 623 00:29:54,360 --> 00:29:56,520 Speaker 1: have to brands and the emotion that you can create 624 00:29:56,560 --> 00:30:00,840 Speaker 1: around that, and those enduring truths of functioning from your 625 00:30:00,920 --> 00:30:04,920 Speaker 1: values of having something interesting to say, insane in an 626 00:30:04,920 --> 00:30:07,400 Speaker 1: interesting and compelling way to the audience you're trying to reach, 627 00:30:07,920 --> 00:30:11,080 Speaker 1: and stripping away the veneer and getting as much as 628 00:30:11,080 --> 00:30:14,400 Speaker 1: you can away from the optics of something and getting 629 00:30:14,440 --> 00:30:16,880 Speaker 1: to the heart of it. All those things are truths, 630 00:30:16,880 --> 00:30:19,600 Speaker 1: whether it's a political campaign, whether it's a brand or 631 00:30:19,640 --> 00:30:22,960 Speaker 1: a company. Two thousand sixteen, you moved to d dB 632 00:30:23,480 --> 00:30:26,280 Speaker 1: thround North America and then you jumped into your current role. 633 00:30:26,880 --> 00:30:31,920 Speaker 1: Contrast that client side from the agency side. How does 634 00:30:31,960 --> 00:30:34,000 Speaker 1: it feel? They are different? They're very different. I mean 635 00:30:34,080 --> 00:30:35,880 Speaker 1: number one, when I was in meetings, I had to 636 00:30:35,920 --> 00:30:39,000 Speaker 1: remember that I wasn't in charge, and you know, you 637 00:30:39,080 --> 00:30:41,120 Speaker 1: probably go through a meeting with the client and like, great, 638 00:30:41,160 --> 00:30:42,360 Speaker 1: so we're gonna do this, this this and this and this, 639 00:30:42,400 --> 00:30:43,840 Speaker 1: and I sort of look at the client go, oh wait, 640 00:30:43,880 --> 00:30:47,160 Speaker 1: that's you. Role reversal was a little challenging. I do 641 00:30:47,280 --> 00:30:50,600 Speaker 1: think that the number one skill I've learned on the 642 00:30:50,600 --> 00:30:55,120 Speaker 1: agency side is resilience. By definition, in an agency, if 643 00:30:55,200 --> 00:30:57,760 Speaker 1: you're winning thirty or of the pitches that you're in, 644 00:30:57,840 --> 00:30:59,840 Speaker 1: you're doing as well as anyone kind of like the 645 00:31:00,040 --> 00:31:02,960 Speaker 1: small do you having a banner year, which by definition 646 00:31:03,040 --> 00:31:04,960 Speaker 1: means you're losing more than your winning. And that was 647 00:31:05,000 --> 00:31:07,680 Speaker 1: a really hard thing for me to get my mind around. 648 00:31:07,680 --> 00:31:09,920 Speaker 1: Clients don't lose, I mean we control the variables and 649 00:31:09,960 --> 00:31:13,200 Speaker 1: outcomes to make sure that we don't lose, and so 650 00:31:13,520 --> 00:31:15,760 Speaker 1: being on the other side of that and feeling the 651 00:31:15,840 --> 00:31:19,040 Speaker 1: sense of sort of loss and people not choosing us 652 00:31:19,120 --> 00:31:21,840 Speaker 1: or not picking us really was bruising for a while. 653 00:31:21,920 --> 00:31:24,239 Speaker 1: So resilience, I think has been the number one thing 654 00:31:24,240 --> 00:31:26,600 Speaker 1: I've learned the last year. Such a strong marketer though, 655 00:31:26,880 --> 00:31:29,920 Speaker 1: how hard is it to put something out there that 656 00:31:30,000 --> 00:31:32,800 Speaker 1: you know as a marketer is absolutely the right thing, 657 00:31:33,320 --> 00:31:37,040 Speaker 1: and someone else says, yeah, it's so hard. It is 658 00:31:37,160 --> 00:31:39,760 Speaker 1: so hard. I mean, the number one thing in advertising 659 00:31:39,800 --> 00:31:42,120 Speaker 1: with clients his trust. I would imagine it's very similar 660 00:31:42,120 --> 00:31:44,880 Speaker 1: in your business. When there's trust in a relationship, it's 661 00:31:44,960 --> 00:31:47,160 Speaker 1: the only thing that there's nothing we can't do, there's 662 00:31:47,160 --> 00:31:48,760 Speaker 1: nothing we won't experiment and do. And I look at 663 00:31:48,760 --> 00:31:52,120 Speaker 1: our highest performing relationships John Lewis in London with Adam 664 00:31:52,160 --> 00:31:55,120 Speaker 1: and Eve and the the years of epic work. Let's 665 00:31:55,160 --> 00:31:57,320 Speaker 1: come out of that. But there's such a huge basis 666 00:31:57,320 --> 00:31:59,640 Speaker 1: of trust with that client now that they go there 667 00:31:59,720 --> 00:32:02,760 Speaker 1: with us. That's the piece that you can't shortcut. As 668 00:32:02,800 --> 00:32:04,920 Speaker 1: a new CEO, I had to show up again and 669 00:32:04,960 --> 00:32:07,360 Speaker 1: again and again and again again before I got that 670 00:32:07,480 --> 00:32:10,120 Speaker 1: voice and ability to try and persuade. But I was 671 00:32:10,120 --> 00:32:12,920 Speaker 1: willing to and I always will. So let's talk about 672 00:32:13,040 --> 00:32:15,680 Speaker 1: the essence of you. Everyone who knows you and everyone 673 00:32:15,720 --> 00:32:18,360 Speaker 1: who knows about you and knows you have this very 674 00:32:18,400 --> 00:32:21,840 Speaker 1: strong moral compass. You've got this strong commitment to women 675 00:32:21,880 --> 00:32:25,040 Speaker 1: in the workplace, both directly at DDB and broader as 676 00:32:25,080 --> 00:32:28,200 Speaker 1: an advocate, role model and mentor of others. You've done 677 00:32:28,240 --> 00:32:31,720 Speaker 1: mandatory unconscious bias training for d DBS. I think for 678 00:32:31,760 --> 00:32:34,720 Speaker 1: all two thousand employees, you've got this great line that 679 00:32:34,800 --> 00:32:37,720 Speaker 1: says talent has no gender. Talk a little bit about 680 00:32:38,480 --> 00:32:41,280 Speaker 1: where that comes from, what you think that responsibility is, 681 00:32:41,320 --> 00:32:43,800 Speaker 1: and how you make that fit in your work and 682 00:32:43,840 --> 00:32:46,760 Speaker 1: your family. Thank you for that question. My number one 683 00:32:47,720 --> 00:32:49,720 Speaker 1: motivation for it is my own children. So I have 684 00:32:49,800 --> 00:32:52,880 Speaker 1: two daughters and a son. They have the same genetic makeup, 685 00:32:52,920 --> 00:32:55,440 Speaker 1: they have the same education, They've gone to the same school, 686 00:32:55,880 --> 00:32:57,959 Speaker 1: and yet I think they look out into the world 687 00:32:58,120 --> 00:33:02,440 Speaker 1: and see different ttunity and potential, different outcomes that are 688 00:33:02,480 --> 00:33:05,760 Speaker 1: available to them, and that just doesn't sit well with me. 689 00:33:05,960 --> 00:33:08,880 Speaker 1: It doesn't compute. Why would that be the case if 690 00:33:09,000 --> 00:33:11,640 Speaker 1: everything they have as I launched them into the world 691 00:33:11,640 --> 00:33:13,640 Speaker 1: this is the same. What I want to be able 692 00:33:13,640 --> 00:33:16,280 Speaker 1: to say to them is my time spent in business 693 00:33:16,400 --> 00:33:19,400 Speaker 1: was made trying to equalize that opportunity to you. That 694 00:33:19,440 --> 00:33:21,320 Speaker 1: would be the end of the story if I got 695 00:33:21,360 --> 00:33:23,239 Speaker 1: to write it the way i'd like to. I think 696 00:33:23,320 --> 00:33:27,120 Speaker 1: there's very much an expectation, and rightly so, that women 697 00:33:27,160 --> 00:33:30,160 Speaker 1: will help create a wake around them that lifts others 698 00:33:30,160 --> 00:33:33,560 Speaker 1: as they go. I think it's probably stronger expectation on 699 00:33:33,600 --> 00:33:36,520 Speaker 1: women than men. Sometimes that feels fair, sometimes that doesn't 700 00:33:36,560 --> 00:33:40,120 Speaker 1: feel fair. But regardless of that, I'm happy to take 701 00:33:40,200 --> 00:33:42,200 Speaker 1: that on and I'm happy to carry that mantle. I 702 00:33:42,200 --> 00:33:45,240 Speaker 1: actually wish that men and women shared that equally because 703 00:33:45,280 --> 00:33:48,200 Speaker 1: I think we go faster obviously, but that's okay. And 704 00:33:48,280 --> 00:33:50,040 Speaker 1: you know, we've come into d dB. We've changed about 705 00:33:51,000 --> 00:33:53,160 Speaker 1: the leaders in North America in the last three years. 706 00:33:53,520 --> 00:33:56,080 Speaker 1: There CFO in the US as a woman, or CCO 707 00:33:56,560 --> 00:33:58,680 Speaker 1: in New York is a woman. We just install a 708 00:33:58,680 --> 00:34:00,920 Speaker 1: new head of New York is a woman. All of 709 00:34:00,960 --> 00:34:03,480 Speaker 1: that is in service of great outcomes and creating the 710 00:34:03,480 --> 00:34:06,440 Speaker 1: impactful work that will move our client's business. I know 711 00:34:06,720 --> 00:34:09,319 Speaker 1: that a diverse and inclusive team will arrive at better 712 00:34:09,360 --> 00:34:13,640 Speaker 1: solutions than one that isn't that is absolutely proven. Let 713 00:34:13,719 --> 00:34:17,640 Speaker 1: me ask you about one other kind of diversity, young people. 714 00:34:18,360 --> 00:34:20,520 Speaker 1: Do you make it a point to try and get 715 00:34:20,560 --> 00:34:24,560 Speaker 1: a lot of young voices into the organization? Advertising is 716 00:34:24,719 --> 00:34:27,600 Speaker 1: a bit of a quote young People's Business. Was jokingly 717 00:34:27,600 --> 00:34:30,359 Speaker 1: calling myself mom earlier, but I really am mom. It's 718 00:34:30,400 --> 00:34:33,640 Speaker 1: probably last year's number. But I think we're sixty millennial. 719 00:34:34,280 --> 00:34:36,759 Speaker 1: So we are a young business, which I love. I 720 00:34:36,840 --> 00:34:40,160 Speaker 1: do think though, making sure that we've got those voices 721 00:34:40,360 --> 00:34:42,800 Speaker 1: trickling through and shaping the agenda of the company. And 722 00:34:42,840 --> 00:34:45,719 Speaker 1: so we're gonna actually expand what we define as our 723 00:34:45,800 --> 00:34:49,879 Speaker 1: leadership team to include much more diverse and inclusive set 724 00:34:49,880 --> 00:34:53,160 Speaker 1: of voices. It allows those young people and young voices 725 00:34:53,200 --> 00:34:54,920 Speaker 1: to shape the direction of our business, which is what 726 00:34:54,960 --> 00:34:56,040 Speaker 1: they want to and by the way, it's what our 727 00:34:56,040 --> 00:34:59,560 Speaker 1: clients want to. Media and advertising has gone through years 728 00:34:59,560 --> 00:35:01,839 Speaker 1: of change. One of the big things that people talk 729 00:35:01,840 --> 00:35:04,040 Speaker 1: about are the silos, you know, the advertising a sort 730 00:35:04,040 --> 00:35:08,040 Speaker 1: of built silos with media and creative and then we 731 00:35:08,080 --> 00:35:11,200 Speaker 1: had radio and TV. And what are you doing to 732 00:35:11,360 --> 00:35:13,160 Speaker 1: get rid of the silos and what are you replacing 733 00:35:13,160 --> 00:35:15,399 Speaker 1: them with? Any client that comes to us once three things. 734 00:35:15,440 --> 00:35:20,560 Speaker 1: They want speed, efficiency, and you know, great work. Silos 735 00:35:20,600 --> 00:35:23,040 Speaker 1: just slow you down on at least two of those, 736 00:35:23,320 --> 00:35:27,680 Speaker 1: and ultimately that can impact the third. We've had to 737 00:35:27,719 --> 00:35:29,799 Speaker 1: move away from running our company. I was to talk 738 00:35:29,800 --> 00:35:31,880 Speaker 1: about it vertically. So we were running in verticals and 739 00:35:31,960 --> 00:35:34,880 Speaker 1: run to a horizontal now and put best place talent 740 00:35:34,920 --> 00:35:37,760 Speaker 1: on best placed opportunity in real time, which is hard 741 00:35:37,800 --> 00:35:39,960 Speaker 1: for a company that is spread out, hard for a 742 00:35:39,960 --> 00:35:42,759 Speaker 1: company that has contracts that are based on hourly commitments. 743 00:35:42,760 --> 00:35:46,040 Speaker 1: So there's a lot of having to evolve the structure 744 00:35:46,040 --> 00:35:48,040 Speaker 1: and the infrastructure of our company to do it. But 745 00:35:48,400 --> 00:35:50,439 Speaker 1: our talent wants to do at number one. They love 746 00:35:50,480 --> 00:35:53,719 Speaker 1: the opportunity on work on different things, and that's important 747 00:35:54,320 --> 00:35:57,359 Speaker 1: and it gets to greater outcome. So I talked about 748 00:35:57,360 --> 00:35:59,000 Speaker 1: T shaped a lot. I think a lot of people 749 00:35:59,120 --> 00:36:02,279 Speaker 1: in our company have a deep vertical expertise. They might 750 00:36:02,280 --> 00:36:05,360 Speaker 1: be a radio copywriter that they're really great at, but 751 00:36:05,440 --> 00:36:08,200 Speaker 1: they also have a horizontal potential to tap into a 752 00:36:08,239 --> 00:36:10,400 Speaker 1: team and do something much more broad than their vertical 753 00:36:10,400 --> 00:36:13,160 Speaker 1: And so we really are working in sort of that 754 00:36:13,280 --> 00:36:16,480 Speaker 1: T shape brand. Now, if you were some young person 755 00:36:16,800 --> 00:36:21,560 Speaker 1: that was held bent on getting into advertising, my advice, 756 00:36:21,600 --> 00:36:23,480 Speaker 1: He sort of stays with what it is, which is 757 00:36:23,560 --> 00:36:26,040 Speaker 1: just never be above doing anything. I think that work 758 00:36:26,080 --> 00:36:29,319 Speaker 1: ethic has served me and continues to serve me well. 759 00:36:29,520 --> 00:36:34,120 Speaker 1: My least favorite word is entitlement. I think entitled people 760 00:36:34,600 --> 00:36:37,960 Speaker 1: just stymy themselves. I did work incredibly hard. I always 761 00:36:38,000 --> 00:36:40,319 Speaker 1: try to add that to the story. I was very lucky, 762 00:36:40,360 --> 00:36:42,759 Speaker 1: but I made some trade offs and I worked very, 763 00:36:42,880 --> 00:36:45,239 Speaker 1: very hard. But if you're willing to work hard, and 764 00:36:45,239 --> 00:36:47,640 Speaker 1: you're willing to come into it with an openness and 765 00:36:47,719 --> 00:36:50,880 Speaker 1: not be above doing anything that someone asks you, and 766 00:36:51,000 --> 00:36:53,760 Speaker 1: put yourself into it fully, I think you can create 767 00:36:53,800 --> 00:36:56,839 Speaker 1: a career and an outcome for yourself that you'll be 768 00:36:56,960 --> 00:37:00,640 Speaker 1: really both satisfied and rewarded by and and happy about. 769 00:37:01,360 --> 00:37:03,600 Speaker 1: Let's wrap up the way we always do this is 770 00:37:03,600 --> 00:37:07,040 Speaker 1: about math and magic. Who's the greatest mathematician? You know, 771 00:37:07,120 --> 00:37:09,560 Speaker 1: that person who just knows the math side of marketing 772 00:37:09,800 --> 00:37:13,040 Speaker 1: so well that it blows your mind. My mind goes 773 00:37:13,080 --> 00:37:15,600 Speaker 1: to a couple of lesbianett at our own agency, which 774 00:37:15,600 --> 00:37:18,120 Speaker 1: is a little bit self annointing, But he uh is 775 00:37:18,160 --> 00:37:21,080 Speaker 1: an econometrician for us at Adam and Eve. He's published, 776 00:37:21,080 --> 00:37:22,360 Speaker 1: He's done a lot of work with I p A 777 00:37:22,440 --> 00:37:24,759 Speaker 1: and his his evidence is what we function off. He 778 00:37:24,800 --> 00:37:26,440 Speaker 1: wrote a paper called Along and the Short of It, 779 00:37:26,480 --> 00:37:28,759 Speaker 1: and if you haven't read it, it is an incredibly 780 00:37:28,800 --> 00:37:32,040 Speaker 1: instructive piece of work. So les would be on there. 781 00:37:32,560 --> 00:37:35,640 Speaker 1: Aaron Matt's who's at Hearts and Science? Now, who wasn't analyct? 782 00:37:35,640 --> 00:37:38,759 Speaker 1: I mean, she's brilliant, She's incredible at Scott Haggard, Orn 783 00:37:39,400 --> 00:37:41,319 Speaker 1: Terry Young. Those are some of the people that jumped 784 00:37:41,320 --> 00:37:43,799 Speaker 1: through my mind. The greatest of all time is a 785 00:37:43,880 --> 00:37:45,959 Speaker 1: very hard one, but those are some of the current 786 00:37:46,040 --> 00:37:51,040 Speaker 1: day people call Hall of Fame greatest magicians. Magician. Yeah, 787 00:37:51,280 --> 00:37:53,759 Speaker 1: I know it sounds unsurprising. I would have to say 788 00:37:53,840 --> 00:37:56,640 Speaker 1: Bill burn Back. It would be surprising if you'd be surprising. 789 00:37:56,640 --> 00:37:58,200 Speaker 1: I think it would be shocking if I didn't. And 790 00:37:58,280 --> 00:38:00,920 Speaker 1: his contemporaries. I think we are all still as an industry, 791 00:38:01,000 --> 00:38:05,319 Speaker 1: very inspired by the Ogilvy's and the Burnetts, and the J. 792 00:38:05,440 --> 00:38:08,040 Speaker 1: Walter Thompson's and the which is what makes me a 793 00:38:08,080 --> 00:38:10,479 Speaker 1: little sad that some of their names are disappearing, because 794 00:38:10,520 --> 00:38:12,640 Speaker 1: I think that they are still legends. I'm not sure 795 00:38:12,680 --> 00:38:15,120 Speaker 1: we have the next generation. There are some very legendary 796 00:38:15,120 --> 00:38:16,959 Speaker 1: people in our industry at the moment, and I'm sure 797 00:38:17,480 --> 00:38:20,080 Speaker 1: future generations will reflect on them the way we reflect 798 00:38:20,080 --> 00:38:22,200 Speaker 1: on burned Back and the other spent. He has to 799 00:38:22,239 --> 00:38:27,040 Speaker 1: be up there, Thank you, thank you. Here's a couple 800 00:38:27,080 --> 00:38:30,600 Speaker 1: of things that take away from our discussion with Wendy Clark. One, 801 00:38:31,000 --> 00:38:35,120 Speaker 1: Wendy knows advertising is an uninvited guest, so she works 802 00:38:35,200 --> 00:38:40,640 Speaker 1: doubly hard to ensure the consumer finds value in the messaging. Two, 803 00:38:40,960 --> 00:38:44,360 Speaker 1: whether it's skittles, Broadway musical where people are screaming the music, 804 00:38:44,600 --> 00:38:48,080 Speaker 1: or a tagline about Mikey liking it. For Wendy, the 805 00:38:48,200 --> 00:38:51,320 Speaker 1: goal of great ad work isn't just brand left, but 806 00:38:51,440 --> 00:38:55,320 Speaker 1: to truly make the brand part of the culture. Three. 807 00:38:55,640 --> 00:39:00,480 Speaker 1: Wendy's mantra is never be above anything or LEA favorite 808 00:39:00,520 --> 00:39:04,360 Speaker 1: word is entitled, because people who feel entitled were just 809 00:39:04,400 --> 00:39:12,399 Speaker 1: stymy their opportunities. I'm Bob Pittman. Thanks for listening. That's 810 00:39:12,400 --> 00:39:15,080 Speaker 1: it for today's episode. Thanks so much for listening to 811 00:39:15,200 --> 00:39:18,120 Speaker 1: Math and Magic, a production of I Heart Radio. This 812 00:39:18,200 --> 00:39:21,240 Speaker 1: show is hosted by Bob Pittman. Special thanks to Sue 813 00:39:21,280 --> 00:39:24,080 Speaker 1: Schillinger for booking and wrangling our wonderful talent, which is 814 00:39:24,080 --> 00:39:28,080 Speaker 1: no small feat Nikki Etre for pulling research bill plaques 815 00:39:28,120 --> 00:39:31,520 Speaker 1: and Michael Asar for their recording health our editor Ryan Murdoch, 816 00:39:31,640 --> 00:39:35,239 Speaker 1: and of course Gayle Raoul, Eric Angel, Noel Mango and 817 00:39:35,320 --> 00:39:38,360 Speaker 1: everyone who helped bring this show to your ears. Until 818 00:39:38,400 --> 00:39:38,879 Speaker 1: next time,