This week on The MCA Prodcast Pat Murphy talks with Global CEO of MullenLowe Global Kristen Cavallo. Previously, Kristen stewarded The Martin Agency to great heights, including being named as U.S. Agency of the Year, Ad Age’s Agency of the Year and making the Fast Company Most Innovative Companies list. Kristen is a leading voice in the advertising industry, taking on important social and business issues, serving as a champion for equity and inclusion, defending the integrity of original creative ideas and operating as a firm believer that innovation is where growth thrives.  Kristen's life is a tapestry of diverse experiences, from her childhood as an Army Intelligence Officer's daughter to her extensive world travels, all of which have contributed to her dynamic approach to leadership in the ad world. In telling the story of her career Kristen reveals how she finds strength in change, and drawing on a myriad of perspectives to invigorate brand narratives. Kristen explains how she strives to foster creativity and inclusivity at MullenLowe. She also explains how she’s worked to diversify her teams over the years and how that has in-turn helped her to be a better leader. “Being able to have a team with more diversity allows me the ability to hear more perspectives before I come up with a decision and understand the implications of how that decision will land”, she says.  It turns out that Kristen, despite being an advertising CEO, has never been to a film shoot! Hear how that has happened and why she doesn’t intend to change it. Whilst not a creative herself, Kristen believes that creative people can work well for organisations in the CEO role. “I think the people that make and dream up the products understand the business in a new and different way than maybe the people who understand the consumer like me” she says.  ** Since recording, Kristen has announced she is leaving her position at MullenLowe to pursue a career in politics – something she alluded to in this episode. We wish her all the best for the future.  See Kristen’s favourite ad: Ernest Shackleton – Recruiting for The Endurance   Hosted by Pat Murphy  Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

To mark the end of a really successful season 2, we bring you a very special episode of The MCA Prodcast as we look back on some of our favourite bits of advice that guests have given us over the last few months. Pat Murphy has been lucky enough to sit down with some of the real shining lights in our industry and we’ve covered so many different topics; from diversity and inclusion, to AI, virtual production, and the seismic shifts that have happened in advertising production in recent years. How important is storytelling in advertising and how heavily should brands rely on data to inform their content decisions? Where in the process of devising your next campaign should you begin to think about DE&I? Can AI generated content be copyrighted? Answering these questions and many more are:·      Rishad Tobaccowala - Author, Speaker, and Podcaster ·      Efrain Ayala - Global Creativity and D&I Director at Reckitt.·      Andrew Robertson - President & CEO of BBDO Worldwide·      Nick Johnson - Global Head of Tech, Media & Comms at Osborne Clarke·      Melania Kulczycka - Client Director at VuFinder Studios Season 3 of The MCA Prodcast will be landing in early 2024! Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Andrew Robertson, President & CEO of BBDO Worldwide where he’s worked with some of the world’s biggest brands including Meta, AT&T, FedEx, GE, Mars Inc., PepsiCo, SAP and Wells Fargo. He has been inducted into the American Advertising Federation Hall of Fame and currently serves on the Board of Hope Funds for Cancer Research.Andrew reflects on his first experience in sales – selling vacuum cleaners door-to-door in his local town. What lessons about sales and marketing did he take from that experience and can they be applied to selling on a global stage (rather than in the customer’s front room)?! Andrew reveals what makes a successful advertising company; the mantra at BBDO is ‘it’s all about the work’ – that if you have the best talent then the work will speak for itself. Andrew is unquestionably a people person and he also explains the importance of maintaining great relationships with those you work with; “You have to love your clients. If you choose to love your clients, generally, what you'll find is they'll love you back.”Andrew talks about the seismic shifts he’s witnessed in our industry – the invention of the internet, the advent of smartphones and now the arrival of generative AI. Andrew foresees a future where the ‘craft’ will be in knowing what to ask for in order to execute an idea in the best possible way. However, he doesn’t believe machines will ever be able to fully replace creativity as AI can only model on what already exists. “At some point, you have to have a leap, you have to have an idea”, he says. Andrew also considers the ‘landmines’ we’ll need to watch out for along the way, such as IP issues and bias. Pat and Andrew also discuss the role that humour can play in advertising and how certain subjects have, rightly, become no-go zones. That said, humour can still be incredibly effective in advertising – even at communicating a serious message. Andrew highlights how stand-up comedians were employed to great effect in BBDO’s powerful Sandy Hook campaign, where they delivered shocking lines from past mass shooting perpetrators. See Andrew’s favourite ad: The Economist – On the Edge of a Conversation  Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Anastasia Leng, Founder & CEO of CreativeX, a technology company that powers creative-decision making for the world’s best brands by helping them to measure creative efficiency, consistency, representation, and impact across all creatives worldwide.In this episode Anastasia talks us through the birth of CreativeX and how it works to measure creativity against a number of benchmarks – providing data in both pre and post-production. “I don't think you can do one without the other”, Anastasia says. Post production data can evaluate the success of a campaign and inform content decisions going forward, whilst pre-production data ensures your content teams are all ‘marching to the beat of the same drum’. Anastasia talks us through how CreativeX’s tech works; tagging content with micro-data, then grouping tagged content together under themes such as format, content, accessibility, suitability for certain platforms etc. This can then be correlated with performance data to see which tags led to greatest success. You could discover how many of your ads contained dogs, for example, or how diverse your cast has been, or how consistent your brand identity is across campaigns and so much more. This data can then be assessed to see how the campaigns performed in terms of building brand awareness and ultimately, increasing sales. One element that is hard to measure is creative excellence, as the barometer or measure of success will be different for each brand. However, Anastasia says there are macro themes that tend recur across the board: “ads that have a combination of representing the brand well, cutting through with consumers and ultimately achieving business impact.”Anastasia also shares her perspective on how the jobs market might change with the advent of AI, and what life lessons she plans on passing on to her children. An aspiring fiction writer too, she reveals how she regularly exercises her writing muscle.  Watch Anastasia’s favourite ad: Snowbird – 1 Star Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Melania Kulczycka, Client Director at VuFinder Studios. Melania has supported the execution of projects using virtual production technology for brands such as Beko, Bosch, Veet, Calgon, and many others. Vufinder is a virtual production studio that utilises LED screens, Unreal Engine, tracking systems, 3D environments and more. Melania explains how her fascination with technology took her to a career in virtual production via aerospace, even working for the UK’s Ministry of Defence. She explains how virtual reality was used for the first time to train soldiers for scenarios on the battlefield. From there Melania went into business with her father to launch VuFinder Studios. How does virtual production differ from older technologies such as green screen or back projection, and what benefits can it offer? Melania describes the enormous LED screen that her studio uses and how this provides a better end result, with a more natural performance from talent and less editing complexities such as the need to key out green-spill.Melania explains that VP offers clients ‘absolute freedom of creativity’ because you are not limited by, for example, the laws of physics. You don’t need to obtain permissions to film as you would on location and there are no variables that can’t be planned for. ‘You are limited only by your imagination’.Melania also talks us through the areas in which AI can help in her role; from demonstrating an idea to a client before a record, to scanning real humans into Unreal Engine so their likeness can be used – even multiplying them so one person could appear many times in the same ad! Watch Melania’s favourite ad: Sony Bravia – Bouncing Balls Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to author, speaker, and podcaster Rishad Tobaccowala whose extensive career has covered almost every area of marketing and strategy. Rishad spent nearly four decades at Publicis Groupe, and spent time as Chairman of Digitas and Razorfish, two of the largest marketing transformation agencies in the world with over 11000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five ‘Marketing Innovators’.Rishad reflects on the changes he’s witnessed in marketing and strategy throughout his career, from the shift in power from marketer to consumer, to the increased complexity of the market and arrival of hyper-personalisation. He describes the marketing industry as a fusion of poetry and plumbing; poetry being the creative storytelling and plumbing being the functional, business side. In Rishad’s view, the industry did lose an element of the poetry for a while, becoming too business-focussed, but it’s starting to redress the balance. “If you're in marketing and you aren't in the storytelling business, you're in the wrong business” Rishad says.Rishad and Pat consider shifting mindsets between baby boomers and Gen Z; how approaches to work are changing, and how industry needs to evolve and adapt accordingly. With regards to work-life balance people used to ask ‘how do I fit life into my work-world’? Now people are saying ‘how do I fit work into my life’? How is AI changing production and what role will it play in the future? Rishad conducted an interesting experiment when writing his new book. He wrote a chapter, used an AI model to write the same chapter, and sent both to his publisher for feedback. The results were fascinating! Rishad also considers the human factors that machines will not be able to replicate, such as our curiosity and ability to communicate and collaborate. Rishad also explains how he learns everyday in order to ‘update his mental operating system’ and why you should do the same. Listen to Rishad’s podcast ‘What next’Watch Rishad’s favourite ad: Apple - 1984 Hosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to John Osborn, Director for Ad Net Zero in the USA. Originally launched in the UK, Ad Net Zero has grown to over 100 supporting companies, and now counts over 50 supporters in the US. John is leading Ad Net Zero to leverage the power of its supporters to educate, set benchmarks & standards, measure and take action to lower the carbon emissions associated across all advertising-related operations. The advertising industry is renowned for its innovation, and John explains how this innovation can enable advertising projects to become more sustainable. From travel and production choices, to even the food options available when catering – all these elements can be tweaked to provide a greener, more sustainable end product. They may seem like small, incremental changes but “it all adds up to something more significant”.John explains AdGreen – a calculator tool from Ad Net Zero that clients can leverage to understand how decisions ultimately affect their carbon footprint. When in the decision-making stage of production, advertisers can use this tool to calculate the effect that different production options may have, and use this data to inform their choices. John and Pat consider the friction that often exists between profit and purpose, and how the two do not have to be mutually exclusive – you can have both. Purposeful work delivered in a way that is engaging and captures people's attention can have a strong and powerful multiplier effect; for both the business and the planet.  Watch John’s favourite ad: FedEx – Great IdeaHosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Nick Dodet, Founder and Managing Partner at PIG China. Over the years, Nick has produced over 800 TV commercials, including some of the biggest films in Chinese advertising history. He’s worked with iconic global talent such as Leonardo Di Caprio, Nicholas Cage, David Beckham and Jodie Foster to name just a few! What’s in a name? Nick reveals the story behind the rather unusual name for his business and how, over the years, the name has taken on a life of its own. Nick also explains how the Chinese advertising industry differs to Western markets that he was previously familiar with and how he needed to adapt his business accordingly. Nick was able to exploit his status as a ‘foreigner’ to bypass traditional hierarchical structures in China and achieve things he most-likely couldn’t if he were a Chinese national. Nick and Pat discuss the shift towards AI and how brands are adopting it in China. Nick suggests take-up of these technologies is slightly slower in China but brands are moving that way. He says the demand amongst brands to adopt AI feels akin to 10 – 12 years ago when brands wanted to create apps, even if they didn’t really have a need for an app! Nick also considers the potential role blockchain technology could play in the future of IP management and control. Watch Nick’s favourite ad: VW Polo – Protection  Hosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Jos van Oostrum, Senior Director for Mars Sustainable Solutions at Mars Incorporated. Jos is a zoologist with a passion for our relationship with life on land and below water. At Mars, Jos leads a team whose mission is to find scalable solutions to help restore the ecosystems that Mars depends on and improve the resilience and livelihoods of the communities they work with.Jos takes us back to the start of his career in sustainability, initially working with Unilever in 1998 to develop a sustainability plan for Bird’s Eye’s frozen peas. He emphasizes the importance of purpose-led companies and how young entrepreneurs and start-ups are now being inspired to hold these values from the very start of their business. ‘I find it so brave that you're not just starting up a business, but you're doing it with such a strong purpose and such a belief that you want to do things the right way’ Jos says. Jos takes us on a deep dive into ocean health and ecosystem restoration, discussing his work with Mars' mantra of "bees, seas, and trees." He shares the incredible story of the Sheba Hope Grows Campaign, which aims to restore coral reefs in Indonesia and spread awareness of the importance of our ocean's health. You can even see the word HOPE spelt out underwater on Google Earth! Plus, hear Jos' personal experiences and efforts to make the ocean less fearful and more accessible to people, creating ambassadors of hope around the globe. Watch Jos’ favourite ad: Guinness – Wheelchair BasketballHosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Nick Johnson, Global Head of Tech, Media & Comms at international law firm Osborne Clarke. Nick is a leading advertising law and digital regulation specialist and advises the most successful brands, platforms, media owners and agencies as well as fast-growth businesses. Nick talks through the transformative change that AI is bringing to our everyday workflows, including at his law firm. He also outlines the current regulatory landscape, and the EU's pioneering efforts towards responsible AI usage. Nick suggests the strict regulation from the EU could hamper growth in the field and potentially prevent new technologies coming to market. We will watch with keen interest the developments in AI regulation over coming months. Can creative works created by machine be protected by copyright? What about if copyrighted works are used to train an AI model that then goes on to produce new artistic works - could the original copyright holder have a claim?   With deep-fakes able to replicate someone’s face or voice, could artists or performers copyright their likeness and how would they go about doing that? AI is certainly a tangled web when it comes to copyright, but Nick explains where we are now and the laws that will likely have to change to catch up with the technology. At MCA we’re working with Nick to develop a brand initiation program for clients around AI regulation. Please contact us for more information.   Watch Nick’s favourite ad: R Whites – Secret Lemonade DrinkerHosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Efrain Ayala, Global Creativity and D&I Director at Reckitt. With more than 15 years of experience under their belt, Ayala is known for their strategic approach to DE&I, which not only elevates the conversation but also produces measurable progress. Their unwavering commitment to creating a more inclusive world has earned them numerous accolades, including the esteemed role of WFA Global D&I Ambassador and juror for the prestigious Glass Lion: The Lion for Change award at this year’s Cannes Lions festival.Efrain examines the complexities surrounding social media and its governance; as social shifted from organic to paid reach how should governments and policymakers respond to regulate the online social space.  From social to AI, Efrain expresses his concerns around using artificial intelligence to generate representation for minority communities. Can AI really represent and benefit marginalised communities, or is creating an avatar with a minority appearance, for example, merely a tokenistic representation of supposed diversity.  Efrain also explains his role in supporting brands with DE&I in their marketing. He describes how many brands tend to include diverse groups in their campaigns as ‘window dressing’, which can perpetuate stereotypes. Brands should instead embed diversity and equity throughout their processes in order to meaningfully represent marginalised communities.  Efrain also talks about his role as an ambassador for the World Federation of Advertisers, bringing brands and agencies together to collaborate and share experiences to enhance DE&I within the marketing space.   Watch Efrain’s favourite ad: AXE – Find your Magic Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Matt Cooper, Founder and CEO of Little Black Book which has grown from a humble guide about worldwide advertising hubs, to an editorially-led global news platform and creative industry fame factory. Hailed ‘THE communications business for the communications world’, LBB aims to celebrate creativity and grow fame for its members through bespoke tools and offerings. Now backed by some of the industry’s biggest names. Matt discusses his entry into the industry, from the post room at Saatchi & Saatchi to founding BEAM TV where he was amongst the first to use the internet as a means for delivery of video, sending Ridley Scott MPEGs of the special effects applied to Gladiator! Now, LBB offers a directory of companies in the production world but where the market was initially agencies, End users now want to know who they’re working with at every stage of their productions, so LBB allows them to handpick suppliers and creatives. Matt also explains the thinking behind LBB’s Immortal awards – an award show done differently, where it’s hard to win but showcases the very best work in the world. Also, ahead of the LBB & Friends Beach in Cannes later this month Matt talks about what is different this year. ‘We’ve pulled production companies, agencies, post houses and, and big, big client names together to discuss how we work together.’  The panel week has been sponsored and supported by MCA and gets underway from 19th June – hopefully we’ll see you there?! Watch Matt Cooper’s favourite ad: VW – Snow Plow Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks with Tanya Bogin, Managing Director of Craft Worldwide in London. Tanya oversees end-to-end creative production operations, as well as global campaign localisation for IPG Partners and direct clients. She has over 14 years of experience in advertising and has been responsible for developing integrated production solutions for clients like Microsoft, Cisco, Nestle, Unilever and more.Tanya defines her role in transcreation and localization as so much more than just translation. She says it’s ‘not just adapting words, it's adapting nuance’ which she describes as a science and an art. Localization relies on a very strong creative writing team who can adapt a global campaign for a local market whilst keeping the essence of the meaning consistent.  Tanya touches on the developments with technology and how they impact the production process, She even reveals that Craft have an internal AI council that monitor for technological innovation and explore how Craft could utilize them. Tanya’s focus is on maintaining brand authenticity, and explains how she does this whilst also adopting new tech. There’s been considerable talk in the news of AI replacing voiceovers. Whilst Tanya considers the negative implications of such tech when it comes to security and data protection, Tanya also sees huge potential for this technology when it comes to localization, allowing actors to speak in their own voice but in a language they don’t speak!Tanya and Pat also discuss sustainability and the shift in production to try and become more sustainable. Tanya argues that there’s a process of education that’s required, for both creative and production teams, in what is achievable, and that moving sustainability considerations upstream in the creative process will ultimately lead to more sustainable productions.  Watch Tanya’s favourite ad: Nike – Dream Crazier  Hosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks with Jeroen van de Waal, a Dutch entrepreneur and conservationist passionate about the Oceans, who dediactes his life to Ocean Literacy and Ocean Health. Jeroen is founder of The Reef Company which is on a mission to build a smart network of engineered reefs around the world, which will restore habitats, regenerate biodiversity, absorb carbon, and collect big ocean data. Jeroen reveals the scale of his mission to install reefs on the ocean floor and the importance of the maintaining these reefs in combatting climate change and the role they play in our planet’s equilibrium. It is a huge undertaking but Jeroen is determined and optimistic that by enlisting the right global partners, and securing the right support, we can make it happen. Jeroen also discusses the small changes that we can all make to help in the fight against climate change. If you ever feel that you alone are too small to make a difference, just imagine if any change that you make to your lifestyle to reduce your carbon footprint was multiplied by the 8 billion people on the planet. The difference then would be enormous. Jeroen also advocates for a switch to ‘smarter consumption’. Do we all need a personal car that is only used a fraction of the time?  How could we share more, to reduce our consumption and lessen our burden on the earth’s resources?Watch Jeroen’s favourite ad: Yellow Pages (Holland) – Shark Tank Crack Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Richard Glasson, Global CEO of Hogarth Worldwide, the world’s leading creative content production company. Hogarth combines craft and innovation to bring work to life for clients such as Ford, Rolex and Dyson. In his 12 years at Hogarth, the company has grown organically from 150 people largely based in the UK to nearly 6,000 employees in 35 cities around the world. Pat and Richard look to the future and consider four key areas of technology - VR, AR, blockchain and Web3, and how these might influence media production and consumption as they become more prolific. Richard also discusses the use of AI in creativity and how it should be seen as a ‘tool of efficiency’ to augment the production process rather than as a replacement for human endeavour.Virtual production is another key innovation area. Richard considers the benefits such as sustainability and flexibility, and argues that there are many factors to consider for clients beyond simply lower cost. The values of a business start at the very top, with the CEO. As CEO of Hogarth, Richard shares his values with Pat, what he obsesses over and how he brings those values to life at Hogarth. Watch Richard’s favourite ad: Tango – Vote Tango Hosted by Pat MurphyConnect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Úrsula Mejía Melgar, Marketing Director Southern Europe at the world’s leading premium drinks company Diageo. Úrsula is responsible for the strategy, marketing and innovation for the company’s portfolio across categories and markets in the region. A food engineer by training but a marketer by trade and heart, Úrsula has built a career at Fortune 250 companies including Procter&Gamble, General Mills and Mondelēz International. She is a passionate, purpose driven executive with 25 years’ experience across geographies and industries, a diversity and inclusion advocate and a voice for ESG as a business accelerator. In 2022 Úrsula developed a highly acclaimed ad for J&B whisky which saw a grandad exploring his gender through make up, only to then later use his understanding to support his transgender granddaughter. Úrsula explains the challenges she faced in creating such a brave ad, how she got it approved at Diageo, how it was received by audiences and the impact it ultimately had on the brand.  Pat and Úrsula explore some of the considerations for advertising and production more broadly when it comes to Diversity and Inclusion. Úrsula also explores sustainability from a brand perspective; how can you lead a business’ values with regard to sustainability and how do those values inform marketing and advertising production decisions.  Úrsula reflects on her heritage as a Mexican immigrant into the United States, how this has shaped her career and who inspired her in life. She recalls the incredible story of how her grandmother opened a school so her aunt could attend school, later attending a prestigious university and founding a society at that university to support disabled students.  Watch Úrsula’s favourite ad:  Spanish Christmas Lottery 2014 Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Josh Tsui who is DePaul University’s Director of Innovation for the Jarvis College of Computing and Digital Media. Joshua Tsui spent over two decades working in video game development at EA and Midway Games on iconic franchises such as Mortal Kombat, WWE, and Fight Night. He also co-founded two AAA game development studios, partnering with Microsoft and Activision to create original IP and to refresh the historic Tony Hawk franchise.As well as gaming, Josh has also worked on leading immersive experiences and events such as hologram exhibits and stadium tours and is also a respected filmmaker. He directed the hit documentary Insert Coin which was selected for SXSW as well as numerous film festivals around the world. In this episode Josh looks back on his ‘giant non-linear mess’ of a career spanning video games, movies, and live experiences. He and Pat consider if there is a traditional career path or entry route for anyone wanting to work in these fields.Josh reflects on the advancement of graphics computing power and the effect that’s had on production. He looks forward to a future where production assets are freely available for users to adopt, alter and have fun with; lowering the cost of production and increasing producers ability to be creative.Despite a consistent shift to virtual worlds, Josh explores the importance of real life experiences and how producers of virtual content are thinking ever-more about how they can expand their digital experiences in to the real world. Similarly digital assets and virtual content can enhance real-life experiences, adding an extra layer of sensory enjoyment to museums and live events, for example. Watch Josh’s favourite ad: Apple - LemmingsHosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Global Marketing Procurement Consultant Tina Fegent. Tina was one of the first to work in Marketing Procurement over 25 years ago, and has worked with many brands and organisations at a strategic level to help identify what is required to make marketing procurement a success. Tina is also Chair of the CIPS Marketing Group and Co-Chair of the Get Sh*t Done Board for the Conscious Advertising NetworkTina considers why there can be a lack of trust between clients and procurement teams, and how organisations can work to develop greater levels of trust between stakeholders.  Tina also reveals the skills you need to master and qualities that you need to possess in order to be successful in procurement. Tina thinks it’s imperative to fully understanding the craft that you’re buying; which may seem simple but is often overlooked. Also, what sectors and routes of entry might lead to a successful career in procurement?  Pat and Tina discuss the role of data in creativity. How can data measure success and inform decisions?  Tina also explains the idea behind CAN – the Concious Advertising Network which offers support to businesses in being ethical with their marketing. Watch Tina’s favourite ad: Unigate – Watch out, there’s a Humprey about! Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Steve Keller, Sonic Strategy Director at Studio Resonate, an in-house audio-first creative consultancy, offering support to brands that advertise on SXM Media's platforms: Pandora, SiriusXM, Stitcher, and Soundcloud.  Steve is recognised as one of the leading experts in the field of sonic strategy and identity. With a head for data and a heart for sonic expression, he actively engages in collaborative research projects, exploring the power of sound to shape our perceptions and influence our behaviour.  Steve discusses the role that audio plays in everyday life, and how it can shape our relationship with brands – not just through advertising, but also physically in-store, on social media, through voice assistants or even on-hold! Steve considers why audio is so often left as the last consideration when creating an ad campaign, and reminds us that it should be a priority from the very start.  Steve also talks about a fascinating psychoacoustic experiment he was involved in; hear how playing Hip Hop music to cheese as it aged actually affected the flavour! Diversity and Inclusion is a focus for many organisations and Steve reveals that it should also be a consideration in audio, as race, gender and age are not only cues that audiences pick up on visually. Steve discusses some research he’s being working on that shows the impact of the voices we hear, and the importance of diversifying those.  Watch Steve’s favourite ad: Coca-Cola - Hilltop Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Darren Richardson. Darren is Global Senior Partner, Chief Creative & Technology at VIVALDI* and has worked at the cutting edge of creative campaigns around the world for more than two decades. Darren is also an expert in emerging technologies.  Darren and Pat discuss the future of the metaverse – the online world where we will be socializing, interacting, shopping and playing. Is the metaverse a good idea? Where will it lead, and how will advertising have to adapt to win over consumers in an entirely digital universe? Darren reveals the brands that he thinks are already very effective at utilizing the metaverse from the fast-food chain that’s launched their own digital world, to technology being used to deter rubberneckers at the scene of a road traffic accident.  Darren also reflects on the changing age of the advertising industry; how teams are getting younger and how that can present both strengths and challenges when trying to fulfil a clients’ brief.  * At the time of recording, Darren was in his previous role as Chief Creative Technologist and Managing Director at VMLY&R.  Watch Darren’s favourite ad:  Old Spice – The Man Your Man Could Smell Like Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast:Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email