Adam Morgan’s dullocalypse: Challenger brand godfather on the extraordinary cost of dull advertising - and why it’s time to stop tolerating it

In this episode, host Ben Norman is joined by the godfather of challenger brands and anti-dullness campaigner, Adam Morgan - who, in 1999, after years as a planner in top agencies (including as Planning Director at TBWA\Chiat\Day) - wrote the international best-selling challenger brand bible Eating the Big Fish and set up the consultancy he still runs today: eatbigfish.Adam and Ben discuss challenger brands and what’s changed for them in the past 25 years, as well as Adam’s recent work with Peter Field and Jon Evans on The Extraordinary Cost of Dull - uncovering the true cost of dull creative and media to brands and marketers.Plus, find out what The Four Horsemen of the Dullocalypse are and how to fight them, why cows are more interesting than advertising, why AI could be the saviour, and why Ben’s brother is a genius.