The MCA Prodcast
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Goodpods has curated a list of the 10 best The MCA Prodcast episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The MCA Prodcast for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The MCA Prodcast episode by adding your comments to the episode page.
Andrew Robertson – Understanding the balance between what’s important and what’s interesting
The MCA Prodcast
11/29/23 • 35 min
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
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11/15/23 • 38 min
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
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11/01/23 • 26 min
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
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Rishad Tobaccowala – The Journey towards a New Era in Marketing
The MCA Prodcast
10/18/23 • 43 min
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 Murphy
Connect with Murphy Cobb and The Prodcast:
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John Osborn – The Green Evolution of Advertising
The MCA Prodcast
10/04/23 • 31 min
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 Idea
Hosted by Pat Murphy
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Nick Johnson – Regulation and legality in AI
The MCA Prodcast
08/23/23 • 25 min
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 Drinker
Hosted by Pat Murphy
Connect with Murphy Cobb and The Prodcast:
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06/07/23 • 22 min
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:
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Sir John Hegarty – From Storytelling to Branding: How Creativity Fuels Business Success
The MCA Prodcast
05/08/24 • 48 min
This week on The MCA Prodcast Pat Murphy talks to John Hegarty, Co-founder and Creative Director at The Garage Soho & The Business of Creativity. He was a founding partner of Saatchi and Saatchi in 1970 and founded Bartle Bogle Hegarty in 1982.
John looks back on his career, including launching Saatchi and Saatchi and reveals why his name isn’t above the door! He also tells the story of receiving his knighthood from The Queen and describes the event as ‘all the pomp without the pomposity’!
When it comes to modern marketing, John argues that brands have a tendency to forget two crucial ingredients - persuasion and promotion. John suggests that many brands’ approaches to advertising can verge on stalking their audience rather than trying to engage them, and suggests ways this can be avoided. Have brands and advertisers become too obsessed and reliant upon measurement? Successful ads create empathy with the brand but ‘trying to measure that becomes an impossibility’ says John.
John also suggests that brands can be persuaded too by market research and tend to avoid using gut instinct. He uses the example of Abba having recently celebrated the 50th anniversary of winning the Eurovision Song Contest with Waterloo. At the time, the British public gave the song nul points. That is arguably consumer research that didn’t suggest the song would do very well, however it went on to become a huge hit!
John shares the creative process behind some of his most iconic ads, including the 15-year campaign for Levis. John explains the process that would involve creating as many as 50 ideas on paper, whittling them down, scripting and turning the best ideas into ads. What skills and specialisms are required to successfully turn an idea into reality? John also highlights the importance of music in advertising and explains why it should feature highly on any production budget.
John and Pat also discuss what creativity is, fundamentally. How are we creative? How does our creative ability separate us from the rest of the animal kingdom, and to what extent can AI begin to replicate human creativity? John explains how you can take part in his course ‘The Business of Creativity’ and how it is for everyone in all organisations to help them understand the role of creativity and how it leads to success. It’s not just for creatives!
For more from John, read his books:
Hegarty on Creativity: There are No Rules
Hegarty on Advertising: Turning Intelligence into Magic
Watch John’s favourite ad: Volkswagen - Funeral
Hosted by Pat Murphy
Connect with Murphy Cobb and The Prodcast:
Steve Davies – Helping UK Advertising thrive in a changing world
The MCA Prodcast
04/23/25 • 30 min
This week on The MCA Prodcast Pat Murphy talks with Steve Davies, Chief Executive at the Advertising Producers Association, the trade body for UK commercial production, editing, post production and music and sound design companies. The aim of the APA is to create the best possible business environment for its members, addressing challenges and connecting them with opportunities.
Steve’s career began in law where he was partner at a London law firm, before moving into Sports Television. His media/law crossover career saw him work on the first pay-per-view sports deal with Sky and even act as Mike Tyson’s lawyer, negotiating his entry to the UK with the then Home Secretary Jack Straw!
Steve talks us through the changes he’s made at the APA to benefit their members; adding training, contractual advice, overseas marketing and business advice. Steve and Pat discuss the recent demise of Technicolour and Steve explains how the APA is trying to support its members by connecting those who lost jobs with new opportunities elsewhere. Steve also shared details of ‘Production Unplugged’, a new event hosted by the APA where brands can meet with potential production partners. The event is designed to build relationships, share knowledge, and drive real change in the industry. MCA is really proud to be sponsoring this event and you can find out more here.
Steve considers the changing production landscape and the evolving role of the producer. He argues that the producer role is often be misunderstood with a common perception being that they exist to service the needs to the director. Steve argues they are in fact a critical and valuable part of the creative process as properly understanding production is what allows magic to happen.
Most revealing is Steve's insight into what clients truly want from production partners. Forget awards and director reels – brands want case study proof demonstrating how you’ve helped similar clients achieve concrete business goals. Steve believes it’s this shift in focus from creative execution to strategic partnership that will determine which production companies thrive in the coming years.
See Steve’s favourite ad: Stella Artois – Ice Skating Priests
Hosted by Pat Murphy
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04/24/24 • 35 min
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
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FAQ
How many episodes does The MCA Prodcast have?
The MCA Prodcast currently has 34 episodes available.
What topics does The MCA Prodcast cover?
The podcast is about Marketing, Media, Creative, Advertising, Podcasts, Technology, Business and Careers.
What is the most popular episode on The MCA Prodcast?
The episode title 'The Best of Season 2' is the most popular.
What is the average episode length on The MCA Prodcast?
The average episode length on The MCA Prodcast is 32 minutes.
How often are episodes of The MCA Prodcast released?
Episodes of The MCA Prodcast are typically released every 14 days.
When was the first episode of The MCA Prodcast?
The first episode of The MCA Prodcast was released on Sep 28, 2022.
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