Black T-Shirts
Thinkerbell founder Adam Ferrier and leading CMO Brent Smart host a show that celebrates creativity in marketing. Each episode they chat with a leading creative or marketer about them and their work and see if a famous piece of creative work passes the focus group test. Black T-Shirts, it’s XXL Creativity for Marketers.
Wed, April 23, 2025
Chris Beresford Hill - Big Things and Creative Details
In this episode of Black T-Shirts, we sit down with Chris Beresford-Hill, a creative heavyweight with advanced degrees in hustle. In his new role as Worldwide CCO, Chris has helped re-set the vision for the iconic creative house BBDO. Chris unpacks the value of creativity, how to set a creative vision, and have it flow through an organisation. After listening to this episode you'll want to go out and 'Do Big Things'.
Tue, April 15, 2025
John Schoolcraft: Mind Control & Milk
In this episode of The Black T-Shirts Podcast, we sit down with the Global Chief Creative Officer at Oatly, the brand that’s become synonymous with rebellious originality in the plant-based space. Known for leading disruptive, design-first campaigns that put authenticity over algorithms, our guest opens up about the power of exploration projects, building a culture of creative bravery, and why consumer brands should stop chasing trends and start chasing ideas.
Mon, April 07, 2025
Sherilyn Shackell - Making Marketers and Leading Cults
Today’s guest? She doesn’t wear a black T-shirt. She builds the people who lead the people who run the brands who sell you the black T-shirts. Sherilyn Shackell—founder of The Marketing Academy. An absolute force of nature, and the woman who decided that leadership training shouldn’t feel like a corporate away-day with soggy sandwiches.
Mon, March 31, 2025
PJ Pereira - Al Coke Trucks & Creative Liberation
We're back for season 5 and to kick things off we have PJ Pereira. Esteemed novelist, screenwriter, martial arts black-belt and co-founder of award winning creative agency, Pereira O’Del. In this episode, PJ discusses the intersection of AI, creativity, and advertising, exploring how it's reshaping storytelling and creative production and emphasising the importance of embracing new technologies while preserving artistic integrity.
Wed, November 06, 2024
Gunny Scarfo: Notification and Storytelling
This week they’re joined by Gunny Scarfo, Co-Founder at Nonfiction Research, creators of uncensored, emotional research studies that have influenced everything from Super Bowl commercials to a Megan Thee Stallion song. In this episode of Black T-Shirts, Gunny Scarfo dives deep into why emotional insights are still the foundation of outstanding creative work, plus details what goes into fostering trusting client relationships when developing comprehensive studies.
Tue, October 29, 2024
Live from SxSW Sydney with Henry Innis
This week is a little different. Adam & Brent are live at South By South West and joined by longtime friend and supporter of the Black T-Shirts podcast, Henry Innis. Henry is also the co-founder and CEO at Mutinex GrowthOS, a marketing mix modelling platform designed to drive growth.
Tue, October 22, 2024
James Hurman: Previously IT and Future Demand
This week they’re joined by James Hurman, a New Zealand-based entrepreneur, investor, author and advertising effectiveness expert. James is also the founding partner of Previously Unavailable, a creative company that partners with, creates and invests into high-growth startup companies.
Tue, October 15, 2024
Johnnie Ingram: We Have Notes On This Episode
This week they’re joined by Johnnie Ingram, Award Winning Executive Producer, Creative Director, Director & Show Creator of We’re Here — the unscripted series that follows drag queens as they prepare to perform in small conservative towns.
Tue, October 08, 2024
Wanda Pogue: Post Creative Strategy
In this episode of Black T-Shirts, Wanda Pogue, Global Chief Strategy Officer of Vayner Media, speaks to how her understanding of creative strategy has evolved from her days at Saatchi & Saatchi to now being on the trailblazing side of the industry in an agency that prides itself in finding innovative new ways to tell brands’ stories.
Tue, October 01, 2024
AI Merry: The Title For This Episode Could Be Better
In this episode of Black T-Shirts, Al Merry chats to Adam and Brent about what it takes to move from being a creative to founding and running a creative business at the blistering pace set by the current advertising landscape. The interview touches on many tensions faced by creatives and the creative industry today. Perhaps the most relatable point of contention is the tension faced between a focus on the work, vs the commercial and practical realities of running a business.
Tue, September 24, 2024
Mia Freedman & Nat Harvey: Sex toys, Super, and Strife
In this episode of Black T-Shirts , Co-founder and creative force Mia Freedman leads with her passion for authentic, women-first storytelling, while CEO Nat Harvey details what it takes to run Australia's largest independent women's media group. Sex toys, superannuation and the issues facing some of Australia's traditional media outlets are discussed in this frank conversation with one of Australia's most powerful publishing team.
Wed, September 18, 2024
Davo, Dancing and Creative Direction
This week they’re joined by David Hallberg, Artistic Director of The Australian Ballet. David, or Davo to his mates, was one of the world's most renowned dancers, having been a principal dancer with both the American Ballet Theatre and the Bolshoi Ballet, before becoming Artistic Director of The Australian Ballet. In this episode of Black T-Shirts , David discusses what it takes to have creative ideas and live a creatively fulfilling existence in the world of ballet. He also speaks to his latest project, Oscar, a ballet inspired by the life and writings of Oscar Wilde. Premiering this week to rave reviews, the production was praised for its groundbreaking portrayal of non-heteronormative themes.
Thu, September 12, 2024
Erin Riley Disruption and Rigour
On this weeks episode of Black T Shirts Adam and Brent are joined by the newly appointed CEO of TBWA Worldwide, Erin Riley. We go deep into the ever changing agency landscape as they talk about the disruption mindset that a global company TBWA embodies in their creativity.
Tue, September 03, 2024
Sir Martin Sorrell - Big and Little Thinking
Black T - Shirts is back with a bang. Sir Martin Sorrell, a titan of the advertising world, joins us for an unmissable episode. From his early career at Saatchi & Saatchi to founding WPP, to exploring the future of advertising with the Monks, Sir Martin has shaped the industry in ways few others have. Adam tries to sell Thinkerbell, and then we put S4 to the ultimate challenge: the Pub Test.
Fri, May 17, 2024
Rory Sutherland: Two Way Doors & Being Distinctive
Welcome back to the next episode of black t-shirts! Rory Sutherland, Vice Chairman of Ogilvy UK, needs little introduction. With over 30 years of experience and a significant presence in the advertising world and TED talks with millions of views, Rory's insights are bound to be enlightening!
Mon, May 06, 2024
Andre Toledo: Patience & Taking Creative Opportunities
This weeks guest is Chief Creative Officer at DAVID New York Andre Toledo. In 2019, André opened DAVID Madrid in a small 10-person WeWork office In just one year, DAVID Madrid grew from 3 to 35 people and went from having no clients to a portfolio of acclaimed local and global campaigns, including a Super Bowl spot for Turkish Airlines
Fri, May 03, 2024
Sue Anderson: Transposable Creativity & Back Of The Deck ideas
Todays guest is Sue Anderson. Sue grew up in South Africa and during her 10-year stint with TBWA\Hunt\Lascaris in Johannesburg, Sue went from copywriter to Group Head and then Creative Director. After an impressive stint as Head of Creative at Facebook she is now Global Head of Creative Roblox. It’s a fascinating chat!
Mon, April 22, 2024
Henry Innis: Speaking Numerically & Entrepreneurship
Todays guest is Co-Founder and Chief Executive at Mutinex. The journey is a fascinating one that now finds himself in new york. Under-30 Achiever of the Year 2020 @ Mumbrella and has a background in software engineering and digital strategy. Mutinex GrowthOS uses AI-powered foundation modeling to provide recommendations on how they could invest better.
Wed, April 17, 2024
Nicky Sparshott: Buy In & B Corp
Welcome to another episode of Black T-Shirts. This weeks guest is Nicky Sparshot. With more than 25 years of expertise, she specializes in brand development, business expansion, and organizational change. Nicky's extensive career spans renowned companies such as Unilever, The Coca-Cola Company, P&G, and George Patterson Y&R.
Mon, April 08, 2024
Jon Evans: The Uncensored CMO
Todays guest is fellow podcaster and Chief Customer Officer of the polarizing System one. As the host of the Uncensored CMO he explores the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
Mon, April 01, 2024
Susan O'Brien: Snoop Dogg & Creative Enabling
Today we have an in person guest all the way from the UK, Susan O'Brien. Susan joined Just Eat Takeaway.com in 2016 as a consultant working on a rebrand. Since then, she’s progressed to Global Vice President of Brand. Just Eat Takeaway.com and McCann London successfully extended the ‘Did Somebody Say’ global creative platform with global super stars such at Snoop Dogg, Katy Perry and Christina Aguilera.
Mon, March 25, 2024
Mark Molloy: Control & Creativity
Todays guest joins us from LA but is an Australian through and through. Director Mark Molloy. Mark grew up on a farm in Australia, and the idea of being a director was not a profession that ever crossed his mind. The world of film opened up to him after studying graphic design and moving to London in 1996 As well as some of the best creative in advertising including campaigns for Apple, Mark’s feature debut, Beverly Hills Cop: Axel F , is set to be released on Netflix this year
S3 E3 · Mon, March 18, 2024
Tony Bradbourne: Avoiding the Status Quo & Making Things Special
Tony Bradbourne, the co-founder of Special. From humble beginnings in Auckland to establishing offices across multiple continents, Bradbourne's journey with Special is nothing short of inspiring.
Tue, March 12, 2024
Samira Ansari: Wall Paper & Going Rogue
Samira Ansari is a multi-award-winning creative and currently serves as the COO at Ogilvy New York. Born in Iran before moving with her family to Melbourne's suburb of Doncaster, she's had an extensive career spanning three continents having worked with renowned brands such as AB InBev's Michelob Ultra, U by Kotex, ESPN, Virgin Airlines, and P&G's Pringles, Ansari's insights are bound to be invaluable.
S3 E1 · Tue, March 12, 2024
CJ Hendry: Inflatables & Exceptional Marketing
New York based Hendry's journey began as a mere hobby. She’s come a long way since studying architecture and finance in Brisbane. she She ultimately decided to pursue her passion for drawing, emerging as one of the most influential artists on social media platforms worldwide, selling out works in minutes all whilst forgetting to update her website. She treads the line between artist and marketer seamlessly and our conversation with her is truly refreshing.
S1 E10 · Thu, December 15, 2022
Ryan Reynolds & Reviews
It's our Season 2 finale and end of year wrap, featuring three listeners from different sides of the marketing world, client and agency (like our hosts), and a guest that we've always wanted on the show. We'll celebrate the most creative things that happened in marketing this year, the things we wished didn't happen and look forward to 2023 with rose-tinted marketing glasses. Uber audio snippet used in this podcast is owned by Uber Technologies Inc, you can watch the full ad here. MLA Lamb Work audio snippet used in this podcast is owned by Meat & Livestock Australia Limited, you can watch the full ad here. John Lewis audio snippet used in this podcast is owned by John Lewis plc, you can watch the full ad here. Spirited audio snippet used in this podcast is owned by Apple Inc, you can watch the full trailer here. Coinbase audio snippet used in this podcast is owned by Coinbase, you can watch the full add here Mint Mobile audio snippet used in this podcast is owned by Mint Mobile LLC, you can watch the full ad here. Palace Gucci audio snippet used in this podcast is owned by Palace Skateboards Limited, you can watch the full ad here. Em Rusciano audio snippet used in this podcast is owned by Em Rusciano for Boody Australia Pty Ltd, you can watch the full ad here. Leaky bucket audio snippet used in this podcast is owned by the Liberal National Party, you can watch the full ad here. See omnystudio.com/listener for privacy information.
S1 E8 · Mon, November 21, 2022
Andrea Diquez: Forensic & Gut
Andrea Diquez is the Global CEO of one of the hottest creative shops on the planet, GUT, based in Miami. She got there by making the biggest agencies (DDB Chicago and Saatchi New York) and the biggest clients (P&G) more interesting. Andrea’s way is knowing the client’s business forensically, combined with a creative intuition that was born in Venezuela and honed by Argentinians. It’s never dull with Andrea. See omnystudio.com/listener for privacy information.
S1 E7 · Tue, November 15, 2022
Sir John Hegarty: 80% Idea & 80% Craft
Sir John Hegerty needs no introduction. He's not just the H in BBH he's also a founding partner of creative agency superbrands Saatchi & Saatchi, and TBWA - he's an absolute advertising powerhouse, and one of the genuine founders of our entire industry. He's also a sir! In this episode we explore the benefits of ageing and optimism, as well as why immersing oneself in high (and low) art is vital for creative success. See omnystudio.com/listener for privacy information.
S2 E6 · Tue, November 01, 2022
David Droga: Care and Speed
On the day David Droga sold his agency to consultancy Accenture Interactive he announced the news by telling the agency 'We won". Hear how David has had a bigger impact on commercialised creativity in business than arguably anyone else, ever. David talks through his relentless ambition, need for speed, and desire to win with his pursuit of care and genuine love for ideas and creativity. David has also won lots and lots of awards. See omnystudio.com/listener for privacy information.
S2 E5 · Tue, October 18, 2022
Alex Bogusky: Ad Recovery & Mind Discovery
A creative icon who brought us a Subservient Chicken, made people freakout over Whoppers and led Crispin Porter Bogusky to Cannes Grand Prix in 5 different categories and Agency of the Decade in 2010. That was then, now he is retired from the ad business, a "recovering ad man" in venture capital who has found happiness in mindfulness over money. See omnystudio.com/listener for privacy information.
S2 E4 · Tue, October 11, 2022
Mark Fitzloff: Chaos & Columns
Join us as ex Global ECD of Wieden + Kennedy, and now Founder of Opinionated lets us in on several secrets of the industry. Mark tells us the secrets to i) making wildly creative work that will b guaranteed to be embraced by, and fly through market research, ii) why chaos and creativity are uncomfortable bed partners, and iii) why all good ideas start with Column A and Column B. Mark also compares himself to a turtle flailing helplessly on his back - which is kind of both endearing and interesting. See omnystudio.com/listener for privacy information.
S2 E3 · Tue, October 04, 2022
Russel Howcroft: Silver Spoon & Silver Tongue
You wouldn't expect one of the biggest champions of creativity in Australia to come out of Scotch College and be part of the Melbourne Establishment. But Russel Howcroft uses his position, platform and access to the C-Suite to passionately advocate for the power of creativity to transform business. It has been a constant across his storied career, from his position as one of Australia's most powerful advertising leaders as CEO of Patts Y&R, to his move into consulting as PWC's first ever Chief Creative Officer and now with the fast-growing Sayers, to becoming a media personality featuring on our screens via Gruen and on our airwaves as co-host of Melbourne's top-rating breakfast show on 3AW. The only thing he is as passionate about as creativity is his beloved Melbourne Demons (naturally). See omnystudio.com/listener for privacy information.
S2 E2 · Tue, September 20, 2022
Mark Ritson: Luxury & Profanity
Mark Ritson, the world's most influential marketing professor talks about what he learned about marketing and creativity at LVMH - namely get experts in both and don't let one do the others job. Mark also talks about the fundamental concept of market orientation, and how he flexed his own strategic muscle to develop his Mini MBA (which of course we put to a focus group). As you'll expect this is a full frontal discussion pushing much of the bullshit associated with marketing to the side. See omnystudio.com/listener for privacy information.
S2 E1 · Tue, September 20, 2022
Laura Petruccelli: Nuggets & Doritos
Laura wins the 'youngest most awarded creative anywhere in the world' award. She joins us to talk about her time at Grey in Australia, her meteoric rise at Goodby Silverstein, and her Frank plans for what's next in her career. Hear from Laura as she bigs up the need to be silly, and finding time to talk to people who are not actually in advertising (who'd have thought). You'll find this episode absolutely compelling. See omnystudio.com/listener for privacy information.
S1 E12 · Mon, June 06, 2022
Byron Sharp: Science, Owls & Standing Out
Professor Sharp, the world's most recognisable (that's both distinctive and differentiated) marketing scientist takes us through his thoughts on creativity in the marketing process, and how he embraces creative thinking when building The Ehrenberg Bass Institute. Byron shares some very sharp views when it comes to pre-testing creative ideas (don't do it) and brand tracking (usually not worth doing either). Perhaps the most surprising element of this episode was just how similar Professor Sharp's outlook was to some of the top 'creatives' we've had on the podcast. Oh and one more thing we get to hear what a focus group thinks of the idea of a focus group! See omnystudio.com/listener for privacy information.
S1 E11 · Mon, May 30, 2022
Justine Armour: False Starts & Comebacks
False Starts & Comebacks. Justine Armour has come a long way from growing up in Adelaide and not getting into AWARD school the first time she tried. After stints at creative powerhouses Weiden & Kennedy and 72 & Sunny in the US, she is now Chief Creative Officer of Grey New York. Grey is one of the largest and most iconic agencies in America, where Justine oversees Super Bowl spots like Pringles “Stuck on You” and has led a creative resurgence that saw Grey named the “Comeback Agency” by Ad Age in their Agency A-List for 2022. See omnystudio.com/listener for privacy information.
S1 E10 · Mon, May 23, 2022
Nils Leonard: Unshakable belief & uncommon ideas
Hear why Nils Leonard is one of the world’s top creative talent, and one of the UK's most interesting people. The scale of his ideas is matched only by the force of his personality as he takes us through his unrelenting, take no prisoners approach to creative excellence. If a podcast on creativity ever came with a warning - this would be it. See omnystudio.com/listener for privacy information.
S1 E9 · Mon, May 16, 2022
Fernando Machado: Mouldy Whoppers & secret snipers
Fernando Machado is the world's most creative marketer. He has hundreds of Cannes Lions to his name to prove it and led Burger King to Advertiser of the Year at Cannes and 6 years of business growth. He has since followed his passion for gaming to the CMO role at Activision Blizzard. But what really makes him great at marketing is his background in engineering and lack of genuine football talent for a Brazilian. See omnystudio.com/listener for privacy information.
S1 E8 · Mon, May 09, 2022
Bianca Guimaraes: Making mischief and causing a stir
This episode’s creative genius is Bianca Guimaraes, founding partner and Executive Creative Director of Mischief, an agency that didn’t exist 2 years ago and has been named Agency of the Year by Ad Age. Bianca was recently named Creative of the Year by the same publication on the back of some highly talked about and highly awarded work like “Send Noods” for Kraft Mac n Cheese, “Seltzer Launch” for Miller and “Dictators” for Represent Us. A diverse body of work from the sort of diverse creative leader we need more of in the advertising business. See omnystudio.com/listener for privacy information.
S1 E7 · Mon, May 02, 2022
Nick Worthington: A Clean Mind & Dirty Hands
Nick Worthington has won more Cannes Lions than just about anyone (seriously), and he knows how to break his creative process down and explain it to others. Nick offers great advice, if you want to be more creative buy a motorbike, pretend to be someone else, and make a knife. Seriously. Also, find out why a focus group hated his favourite ever piece of work 'Levis Drug Store'. See omnystudio.com/listener for privacy information.
S1 E6 · Mon, April 25, 2022
Allan Johnston: Jingles & Jackaroos
Allan Johnston, along with his partner Alan Morris are Australia's most successful advertising duo ever. Mojo, as they are better known, transformed how advertising was done in Australia and possibly the world. In this episode we break down the secrets to Jo's success and his approach to creativity. It's a rare interview, and Jo offers wonderful insights into how to connect brands with people through song. See omnystudio.com/listener for privacy information.
S1 E5 · Mon, April 11, 2022
Leo Premutico: Ads, Adidas & Curly Hair
This episode’s creative genius is Leo Premutico, Founder and Creative Chairman at Johannes Leonardo. Leo takes us into the synapses of his brain as he pulls apart the role of the consumer in his advertising, and how he leads them down a creative path so compelling they want to hang around and play. See omnystudio.com/listener for privacy information.
S1 E4 · Mon, April 04, 2022
Cindy Gallop: How to Make Love and Blow Shit Up
This episode’s creative genius is Cindy Gallop, the outspoken diversity champion who is the founder and CEO of “Make Love Not Porn”, a user-generated, human-curated, social sex video sharing platform. Cindy talks about why diversity makes things more creative, innovative and disruptive, using Hamilton as her case in point, and her business concept “Make Love Not Porn” is put to the focus group test. See omnystudio.com/listener for privacy information.
S1 E3 · Mon, March 28, 2022
Mat Baxter: Fast Cars and Lego
This episode’s creative genius is Mat Baxter, an Aussie ad exec living in New York who made his name running media agencies and is now CEO of leading digital agency Huge. Mat talks about why media agencies need to be more creative, about always backing yourself and the much-hyped Lego Bucati Chiron activation is put to the focus group test. See omnystudio.com/listener for privacy information.
S1 E1 · Mon, March 21, 2022
Claudine Cheever: Amazon, Alexa & Almost Alliteration
This episode’s creative genius is Claudine Cheever, VP of Global Marketing at Amazon. Before Amazon, Claudine was a leading strategist at leading agencies like Goodby Silverstein and Saatchi & Saatchi. Claudine talks about the power of creative storytelling, brand with a “small b” and the famed “Alexa Loses Her Voice” Superbowl spot is put to the focus group test. See omnystudio.com/listener for privacy information.
S1 E2 · Mon, March 21, 2022
Ben Tollett: John Lewis and Jumpy Castles
This episode’s creative genius is Ben Tollett, Group Executive Creative Director at adam&eveDDB and co-creator of the much-loved John Lewis Christmas ads. Ben shows that what creativity needs is more kindness and humility, he lets people jump around with his ideas like a jumpy castle and the much-loved “Monty The Penguin” John Lewis ad is less loved in the focus group test. See omnystudio.com/listener for privacy information.
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