In this episode of “No Free Lunch,” host Greg Stewart engages with Simon Spreckley, a seasoned creative leader and founder of Futureborn, to explore the evolving landscape of advertising and the role of authenticity in brand communication. Simon shares insights from his extensive career, highlighting the transformative impact of digital advancements and AI on the industry.
The conversation begins with Simon recounting his journey from the early days of the internet to leading innovative projects at Hello Computer and Futureborn. He emphasises the importance of a startup mindset and curiosity in driving creative exploration and innovation.
Our discussion focuses on the current state of the advertising industry, which Simon describes as being in turmoil due to the rapid integration of AI. He advocates for using AI as a tool to empower human creativity rather than replace it, stressing the need for a balance between technology and human insight.
Simon also delves into the concept of authenticity in advertising, arguing that genuine emotional connections and consistent brand values are key to building trust and loyalty. He cites examples of successful brands like Nando’s and Nike, which have maintained cultural relevance by staying true to their core values.
The episode concludes with Simon sharing a compelling case study of Futureborn’s work with Hi Tech, a brand that regained cultural relevance through a bold campaign centered around a historical connection with Nelson Mandela. This story exemplifies the power of creative thinking and strategic execution in revitalising a brand.
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Key Quotes From Simon Spreckley – FutureBorn:
- “I’ve been in the industry since the inception of the internet, witnessing trends come and go.”
- “We believe in using technology and AI to empower humans, giving us space to be creative.”
- “Authenticity starts with real emotional connection and understanding your audience.”
- “AI is fantastic at enabling smaller organizations to play a bigger game.”
- “We don’t predict the future; we like to create it.”
- “Employing first principles thinking allows us to invent or create things that make a real difference.”
- “Cultural relevance is about brands showing up genuinely and reflecting their audience in some way.”
