Summary

In this conversation, Andrew Howlett, CEO of Struck, shares his journey from finance to leading a creative agency. He discusses the importance of multidisciplinary skills in leadership, the challenges of RFPs, and the impact of brand transformation on business. The Mighty Five campaign is highlighted as a successful case study in experiential marketing. Andrew emphasizes the significance of collaborative leadership and the future of advertising in the experience economy, where strong branding and human connection remain essential.

Takeaways

• Struck is a leading agency known for its creative work.
• Andrew's background in finance has been beneficial in agency leadership.
• Multidisciplinary skills enhance creativity and problem-solving in agencies.
• Brand transformation is crucial for business success.
• RFPs often lead to wasted resources and limited opportunities.
• The Mighty Five campaign significantly boosted Utah's tourism.
• Collaborative leadership fosters a positive organizational culture.
• The experience economy emphasizes emotional connections with brands.
• AI can be a valuable tool for inspiration in creative work.
• Strong branding reduces the need for extensive marketing efforts.

Chapters

00:00 Introduction and Struck's Reputation

05:50 The Value of Multidisciplinary Skills in Agency Leadership

10:25 Understanding Brand Transformation and Emotional Experiences

14:31 The Flaws of the Traditional RFP Process

27:32 The Mighty Five Campaign and the Power of Experiential Work

33:33 Creating Unique Brand Experiences

36:00 Success Stories: Utah Tourism and Snowbird Campaigns

39:23 Collaborative Leadership and Empowering the Team

50:33 The Future of Marketing: Experience Economy and Human Element

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Credits:
Hosted by Michael Smith and Ryan Roghaar
Produced by Ryan Roghaar
Theme music: "Perfect Day" by OPM

The Carton:
https://medium.com/the-carton-by-eggs
Feature with Zack Chmeis of Straight Method up now! https://medium.com/the-carton-by-eggs/zack-chmeis-35dae817ac28

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Ryan Roghaar
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