Richard Huntington on Why Great Ideas Come From Outside the Framework

Rupert sits down with Richard Huntington, former Chair and Chief Strategy Officer at Saatchi & Saatchi London, and founder for Feral, to explore why modern marketing may have drifted from its commercial core. They discuss the limits of brand purpose, the growing challenge of ad avoidance, and why advertising must earn its place by delivering real value—whether through entertainment, utility, or cultural relevance.Richard also shares his perspective on the creative process, the importance of instinct and illogical thinking, and why the best ideas often come from unexpected connections rather than rigid frameworks. The conversation touches on the industry’s evolving landscape, from outdated media models to the role of technology, and what it takes to create work that truly resonates. Richard is a veteran strategist with over 35 years in the industry, bringing a sharp, unconventional perspective on strategy, creativity, and the future of brands.Rupert Maconick is the Founder and Executive Producer of Seville Productions. Seville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.