Where to listen
01:00 – You wrote a book about creativity, but didn’t use the word creativity until page 169 – why was that? 02:46 – The book’s message is about the importance of fame – why is fame important? 04:37 – The brands you work on certainly count as famous – Snickers, Mars, Pedigree. What’s your approach to keeping them famous? 08:33 – How do you balance grabbing attention with being meaningful? 10:42 – A look at memorable, long-term campaigns. 16:12 – Have we forgotten how to advertise effectively? 21:09 – Is it becoming easier to make the case for fame building campaigns? 23:41 – Does Mars use pretesting? 25:05 – How do you evolve your approach to creativity and fame in a world of platforms and short-form media? 31:34 – When do you know it’s the right time to change a campaign? 33:39 – Paul on reclaiming creativity.