SBP 110: Taking Chaos out of Creativity. With Rethink's Karen Pearce & Morgan Tierney.

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.They explore the role of creativity in marketing, Rethink’s 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—featuring standout campaigns for WestJet, TELUS, and Heinz.They also tackle the challenges of navigating bureaucracy in the creative process and discuss why curiosity is essential for breakthrough ideas.Don’t miss this insightful episode—enjoy the show!Our Guests:Karen Pearce - GM of Rethink Vancouverhttps://www.linkedin.com/in/karengpearce/Morgan Tierney - Executive Creative Director @ Rethink Vancouverhttps://www.linkedin.com/in/morgan-tierney-19353943/ Follow Our Updates:⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠Get in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠\Timestamps00:00 Introduction to Rethink and the Power of Creativity02:46 The Importance of Creative Impact in Marketing05:58 Understanding the Crafts Framework08:51 Rethink's Success and Agency Values12:01 Building Partnerships for Creative Success14:50 Key Requirements for Effective Advertising17:57 Crafts Framework Explained21:01 Real-World Applications of the Crafts Framework24:02 Case Studies: WestJet and Heinz29:54 Innovative Campaigns and Their Impact38:44 The Power of Distinctive Brand Assets41:47 Emotional Storytelling in Commoditized Markets45:03 Navigating Bureaucracy in Creative Processes49:06 Building Trust and Effective Client Relationships52:55 The Importance of Curiosity in Creativity57:51 PostPod with V & Marc Background Research & Links:Rethink the Business of Creativity https://www.amazon.ca/Rethink-Business-Creativity-Ian-Grais/dp/1773271059Kantar - Top 10 Drivers of Ad Profitability https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-thinkOne Way Trips to Canada https://www.rollingstone.com/product-recommendations/lifestyle/best-cheap-flights-to-canada-travel-trends-1235155422/Taylor Swift - Seemingly Ranch https://www.today.com/food/news/taylor-swift-seemingly-ranch-heinz-rcna117724Heinz Ketchup Fraud https://www.contagious.com/iq/article/insight-strategy-ketchup-fraudCoors Light & Shohei Ohtani https://www.thedrum.com/news/2024/10/07/how-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment