ep8 // unLearning with Paul Feldwick
from brandLingual Hosted by brandLingual
This episode introduces our guest format and raises the bar. We didn’t want a highlight reel. We wanted a practitioner willing to talk honestly about what had to be unlearned over a long career in advertising. That’s why we invited Paul Feldwick, former global planning director at BMP and author of The Anatomy of Humbug. In this conversation, Paul reflects on what experience forced him to rethink, including: The idea that every ad needs a clear proposition The belief that persuasion drives effectiveness The assumption that advertising works one mind at a time The language agencies use to avoid harder questions From there, the discussion opens into bigger territory: fame as a social phenomenon, advertising as culture, and why practice often contradicts theory. This sets the tone for future brandLingual conversations. Not polished frameworks, but practitioners thinking out loud about what they had to unlearn.0:00 Intro - We regale our first guest on brandLingual2:34 What Paul Feldwick Has unLearned9:33 The Message Myth in Advertising13:30 Do You Even Need a Brief at All?17:02 Fame vs. Memory in Advertising26:00 What's the Most Harmful Theory Today?31:10 What Language Should Replace Persuasion?36:37 Agency-Client Relationships44:10 Beliefs Paul Might Still Unlearned48:40 Closing Thoughts
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