A School of Thought: Gillian Rightford in conversation with Matthew Bull: Creative Effectiveness in Action.

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The School of Thought: The place for marketing and advertising talent to grow what they know.

Gillian Rightford

9 episodes

6 days ago

The School of Thought is an online space for marketers and advertising talent to grow what they know and ﬁll in the gaps of what they don’t. It brings together logic and creativity, information and imagination, basic principles and big ideas. It’s the go-to platform for individuals who want to get better at what they do by gaining access to curated articles, learning tools, insider tips, professional training and community sharing.

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A School of Thought: Gillian Rightford in conversation with Matthew Bull: Creative Effectiveness in Action.

The School of Thought: The place for marketing and advertising talent to grow what they know.

38 minutes 1 second

2 years ago

A School of Thought: Gillian Rightford in conversation with Matthew Bull: Creative Effectiveness in Action.

Matthew Bull is no stranger to many of us, as a successful and outspoken Copywriter, Creative Director, ECD, CCO, CEO, Founder and Owner of various agencies over the years. He was named No 5 in the Top 10 global CCOs by Campaign and is no stranger to creative awards: as owner, CEO, Global CCO, more than 70 Gold, Silver, and Bronze Cannes Lions and he has been Judge and President of juries at Cannes, D&AD, the One Show and many other ad award festivals.

After working in, running and founding many agencies, (we were partners in Lowe Bull), he started a business called SoloUnion that aimed to help clients crack the big idea platforms – the heads without the overheads. This has morphed into an exciting role: that of his Clients' Chief Creative Officer: Global Chief Creative Advisor AB InBev; Chief Creative Advisor Kraft Heinz. Chief Creative Advisor Live Kindly.

It’s probably no coincidence that these companies are performing exceptionally well in the creative and creative effectiveness space.

AB InBev has received accolades for creativity: named Cannes Marketer of the Year for 2022 and again in 2023, the first brand to be awarded for two consecutive years; the Most Effective Marketer Worldwide by Effies and #1 Creative Marketer by WARC; Kraft Heinz named the 4th most innovative marketer in the US.

In this podcast, we talk about creative culture, processes and capabilities and how marketers can get better work out of their agencies. It's a subject close to my heart. Better creative works better and was the reason I founded Adtherapy, to help marketers and their agencies work better to produce better work. I was heartened to hear Matthew say that he believes this is an upwards trend, that CEOs and CMOs are starting to believe in (and see) that better quality creative communication is more effective, and they are looking at better ways for them to be structured, to brief and review work, with the right skills in the process. It's encouraging and frankly, about time.

In-house Creative Officers are not a new thing - but there is much insight and wisdom to be gained from listening to Matthew's interview.

visit www.theschoolofthought.co