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Craig Allen wrote the Skittles spot where a man accidentally murders his family with rainbow candy. He helped make the Old Spice response campaign ; 286 videos in 36 hours, one every 7 minutes, until they broke YouTube. Then he left Wieden+Kennedy, asked Dan Wieden what to call his new agency, and got told every name was stupid.This week on Second Wind, the founder and CCO of CALLEN sits down with Gully Flowers and Kerrie Finch to talk about how to sell ideas that scare clients to death.Inside the episode:- Why the best risky ideas are “stupid smart” — and how to make a CMO feel dumb for not buying them- The real story behind the Skittles Touch shoot: explosives, cops, a $$$$ glass desk filled with hundreds of thousands of real Skittles, and one PA running through the shot- How a six-person writers’ room turned Old Spice into the fastest creative operation in advertising history- Why Dan Wieden made him put his own name on the agency (and why it changed how he works)- The case for fun as a strategic weapon, not a vibe- What independent agencies have to do now that the holding cos have stopped pretending to care about creativityCraig has won two Cannes Grand Prix, the Grand Effie, Best in Show at The One Show, two black D&AD pencils, an Emmy, and was once named one of the 50 sexiest creatives in the world by Creativity Magazine. We do not let him forget it.Second Wind is a Webby Honoree podcast at the intersection of creativity, leadership, and advertising. Hosted by Gully Flowers and Kerrie Finch of AKA. New episodes fortnightly.Leave a review if it landed.

Eric Kallman is the co-founder and chief creative officer of Erich & Kallman, the independent agency behind standout work for brands like Reese’s, King’s Hawaiian, Franzia, Toyota and more. Before that, he helped create some of the most iconic advertising of the last two decades, including Old Spice, Skittles, Little Caesars, Kayak and Ragu. Erich & Kallman was named Ad Age’s 2024 Small Agency of the Year and was later recognized as a 2025 A-List standout. In this episode of Second Wind, Eric talks about how Old Spice almost died before it changed culture, why absurd work only works when the product truth is dead simple, and what most young creatives are skipping when they chase shortcuts. He gets into the discipline behind funny advertising, the value of silence in the creative process, why six weeks and 250 scripts used to be normal, and how AI can help if it gives creatives more time to think instead of less. Topics include Old Spice, Skittles, creative discipline, copywriting, campaign craft, small agencies, advertising fundamentals, AI in creative work, and what it takes to make funny ads that actually sell.

Micah Walker, co-founder of Bear Meets Eagle on Fire, joins Second Wind for a sharp conversation on what it really takes to make better work. He talks about building an agency that refuses to become a smaller version of the big networks, why caring too hard is a feature not a flaw, why the best ideas should never arrive with a safety option, and how great production turns good thinking into something people can actually feel. This one is about creative conviction, craft, culture, and the kind of standards that make the work unforgettable.

Matt Cooper, founder of Little Black Book, joins Second Wind to talk about how LBB became the most visited creative platform in the world, why awards are becoming toxic, why the work no longer speaks for itself, and what the industry still gets wrong about reputation, craft, and growth.We get into the rise of indie agencies like Bear Meets Eagle On Fire, why clients and agencies need more belief, how creative companies should use platforms like LBB properly, what young people misunderstand about the industry, and why Matt thinks AI is being talked about all wrong.If you care about creativity, reputation, production, agency growth, or where the business is heading next, this one’s worth your time.

Una Walsh has spent 25 years working at the seam between what a brand promises and what a customer actually feels — from Virgin Atlantic and Nike's House of Innovation to Apple, and now as Executive Experience Design Director at Google.In this conversation, Una and co-hosts Gully Flowers and Kerrie Finch dig into why retail has gotten boring, what brands like Nike and LOEWE are doing differently, and why the obsession with frictionless efficiency is quietly killing brand joy.They also get into AI, craft, and why a sewing machine doesn't make you a fashion designer.Topics covered:– Why Virgin Atlantic was Una's first lesson in holistic brand experience– The Nike Soho flagship: what went wrong on opening day and how they fixed it– The retail ritual that makes the Nike shoe box moment magic– How Google is thinking about physical retail for its devices and hardware– "We moved from the age of information to the age of imagination" — Es Devlin– Why creatives still need to sell their ideas, no matter how senior they get– AI as a sparring partner, not a shortcutSecond Wind is hosted by Gully Flowers and Kerrie Finch. New episodes every other Tuesday.

Jason Sperling is the Chief Creative Officer at INNOCEAN ; and one of the creative leaders behind Apple’s legendary “Mac vs PC” campaign.In this episode of Second Wind, Jason shares what it was really like presenting to Steve Jobs every Wednesday, surviving brutal creative cycles at TBWA\Chiat\Day, and helping turn “I’m a Mac” into one of the most influential campaigns of the century.We also get into:• Convincing Steve Jobs to run digital banner ads• Writing body copy to land a job at Chiat• The six-month grind behind Mac vs PC• Making Honda’s Ferris Bueller Super Bowl spot• Directing Bruce Willis after he walked off set• Why taste matters more than tools in the AI era• How creative leaders survive the jump from maker to manager• The future of agencies in an AI-driven worldIf you care about advertising, leadership, creative resilience, or how iconic work actually gets made — this one is for you.

David Kolbusz is Chief Creative Officer at Orchard, with a career across Droga5 London, Wieden Kennedy New York, BBH London, Goodby Silverstein, Mother, and TBWA Toronto.In this episode, we talk about what actually makes advertising work stick. Mental hooks that live in your head. The difference between chasing culture and understanding it. And why David thinks the industry needs to be more honest about the myth we repeat, that “the work comes first.”We also break down recent examples David loves, including a meme-driven taco ad and KitKat’s Break Squad, as a way to talk about creative restraint, timing, and leadership in modern advertising.

Kevin Frank has lived the full arc. Apple Creative Director for nearly a decade, then Executive Creative Director at LinkedIn, where he helped turn the team into Ad Age In House Agency of the Year and a two time Best Places to Work honoree.After LinkedIn, he hit pause on the corporate grind and moved to Paris. He taught at The American University of Paris, mentored creative leaders, wrote a book on leading creative teams, and even joined an Elvis cover band, because why not.We talk about what it means to lead creatives when nobody teaches you how, how craft survives inside massive systems, how to build a team that runs like a machine without losing its soul, and what a real reset looks like when you have the courage to take one.

Creativity isn’t a “nice to have” - it’s infrastructure for growth.Simon Cook, CEO of Cannes Lions, shares what the world’s top leaders are learning about turning creativity into a repeatable system that drives brand building, innovation, and business growth - even when budgets tighten and AI reshapes the rules.In this episode, we cover:• From polishing trophies to leading Cannes Lions: Simon’s path (and what he learned along the way)• Why Cannes is shifting from celebrating outputs to rewarding the inputs behind great work (the new Creative Brand Lion)• What 50 global CEOs said about unlocking the next chapter of growth through creativity• How to build “conditions for success”: culture, rituals, accountability, KPIs, and creative infrastructure• Creators at Cannes: what the creator economy means for brands, platforms, and agencies• AI integrity standards: protecting trust, authenticity, and authorship in creative workIf you’re a CMO, founder, agency leader, or anyone trying to make the business case for creativity, this one’s for you.Follow Second Wind for more conversations at the intersection of creativity, marketing, and growth.Chapters:00:00 Intro00:43 From agency to Cannes04:55 Creativity as infrastructure06:15 The Global CEO Forum11:25 Reframing creativity as innovation16:35 Creators, brands, platforms22:15 Access, ERA, talent pipeline28:40 AI integrity standards34:55 Legacy: creativity as a system

Kelly Knapp has helped shape some of the most ambitious experiential work in the world; from the $2 billion Sphere in Las Vegas to Netflix’s first permanent venues and the Victoria’s Secret Fashion Show.In this episode of Second Wind, Kelly shares how a background in ballet, music, landscape architecture, and extreme outdoor exploration informs her belief that creative work is choreography; the careful layering of elements to create meaning at scale.We talk about immersive audio, designing for empathy, why she’s skeptical of AI in the creative process, and what it takes to build experiences that feel human even when the technology is anything but.

Diane McArter is the founder of Furlined, one of the most respected production companies in the industry.In this episode, Diane reflects on leadership, power, and what it really means to build a culture where people can do their best work.She shares her journey from early leadership at Ridley Scott Associates to founding Furlined, navigating fear, responsibility, and reinvention along the way. We talk about women in leadership, servant leadership, the role of trust, and why a company’s culture is shaped by everyone who enters it.Diane also discusses Manifest Works, her nonprofit creating career pathways for people impacted by foster care, homelessness, and incarceration, and why leadership at its best is an act of service.This is a conversation about growth, empathy, creative courage, and building something that lasts.

Carmen Rodriguez didn’t get her first job in advertising by talking about advertising.She got it by talking about soccer.In this episode of Second Wind, Gully Flowers and Kerrie Finch sit down with Carmen Rodriguez, Global Chief Growth Officer at GUT, to unpack a career built on passion, trust, and a deep belief in the power of creativity.Born in São Paulo and now based in Amsterdam, Carmen shares how growing up in Brazil shaped her view of advertising as part of popular culture, why bravery isn’t a personality trait but a practice, and how GUT has grown from a bold idea into one of the most talked-about agencies in the world.They cover:The interview that launched her career at Leo Burnett at age 17Why GUT “interviews” clients before pitchingThe “bravery gap” between people and brandsHow long-term client relationships outperform short-term winsWhy “the best advertising for an agency is still the work”What hybrid work, diversity, and trust actually look like inside a modern creative companyAnd why Carmen’s definition of success is simple: work that works, and work your aunt would share on WhatsAppA conversation about growth without cynicism, creativity without ego, and why conviction still compounds.

This episode of Second Wind breaks from our usual interviews to reflect on 2025 and the people who actually built reputation in the advertising industry.We introduce a set of intentionally made-up awards to recognize the agencies and marketers who stood out this year. The slow burns. The breakout hits. The teams that thrived in chaos. The ones who made invisible work visible.Along the way, we talk about what reputation really compounds today.Point of view. Taste. Talent. Timing.And why memorability is no longer accidental.If you care about where advertising is headed, and what actually lasts, this episode is for you.

Xanthe Wells is VP of Global Creative at Pinterest, where she leads the House of Creative, recently named In-House Agency of the Year at the Gerety Awards. Before Pinterest, she led global creative for Google’s Pixel and Nest brands, earning a Cannes Grand Prix, a D&AD Black Pencil, and multiple Agency of the Year honors. Earlier in her career, she worked on Finding Nemo, The Incredibles, and Monsters, Inc., and spent formative years at TBWA\Chiat\Day with Lee Clow.In this episode of Second Wind, Xanthe shares a philosophy of creative leadership that runs counter to most playbooks. Pressure feels productive, but it narrows thinking. Relaxation isn’t a luxury. It’s a creative requirement.We talk about building psychologically safe teams, why lowering the stakes leads to better work, and how to protect creativity inside high-pressure organizations. Xanthe also shares lessons from Pixar, Google, and Pinterest, her perspective on AI as a creative tool, and why human taste, humor, and empathy still matter more than ever.This is a conversation about leading creatives with generosity, clarity, and trust, even when millions of dollars are on the line.

Cindy Gallop built BBH US from a room with a phone. She became one of the most influential voices in advertising and then walked away with no job to go to. It was the best decision she ever made.  In this episode, Cindy talks about why a job is not the safe option and why placing your future in the hands of a corporation is more dangerous than betting on yourself. She explains the daily drip of microaggressions that kill confidence, why most women never get the support they deserve, and why her advice is simple: get the f*ck out and build something that gives you agency.  We also talk about BBH, MakeLoveNotPorn, pitch culture, leadership, sex education, and why the future is female and founder-led.  This is Cindy at her most direct and most generous.

Billy Bohan Chinique, VP of Marketing and Digital Innovation at Virgin Voyages, joins us to talk about the future of travel, fashion, AI, and brand storytelling.He shares how he went from call-center sales to designing digital experiences, how he ended up styling Sir Richard Branson, and why showing up as your real self became an accelerant for his career.We get into Jen.AI, the Jennifer Lopez campaign that pushed AI before it was cool, the making of Virgin’s AI-powered mermaids, the shift toward creators, and why “brand as operating system” is the only approach that still makes sense.If you care about creativity, travel, leadership, or the next frontier of marketing, this is a conversation worth hearing.Chapters:00:00 Styling Richard Branson02:10 Fashion and authenticity03:55 Breaking into travel06:50 Building Virgin Voyages’ digital platform11:05 The origin of Jen.AI with J.Lo16:00 AI-powered mermaids19:50 Brand as operating system26:20 The new creator economy32:00 Talent, hiring, and AI literacy36:20 Becoming an AI-native company39:40 Billy’s legacy

John Schoolcraft helped turn Oatly from a quiet Swedish oat drink into one of the most talked-about brands on the planet. No marketing department. No traditional briefs. No safety nets. Just creativity, rebellion, and a CEO who let the work lead.In this conversation, John breaks down how he:• Killed the CMO role and replaced it with makers• Turned lawsuits into creative fuel• Used packaging as media when there was no budget• Made baristas the launch strategy that cracked the US market• Built a fearless culture that treated creativity as a business engineIt’s a masterclass in brand building from one of the most influential creative leaders alive.Listen for the story behind the Super Bowl ad, the behind-the-scenes battles with the dairy industry, and why trust inside a company beats process every time.

Nick Law explains the split that defines modern creativity. Inventive thinking and expressive thinking. How they collide, how they fail, and how the best teams make them work together. We cover his path from Australia to Pentagram to RGA to Accenture Song, the collapse of the old agency model, how platform culture reshapes craft, and what AI means for the next generation. A grounded conversation about what it takes to make work that matters now.

Emmy-winning creative leader Danielle Hawley, Global Head of Creative and Brand at Uber, joins hosts Gully Flowers and Kerrie Finch to talk about leadership, trust, and creative evolution.From redefining Uber’s global voice to mentoring women in a male-dominated industry, Danielle shares how earning respect starts with generosity, not ego. She reflects on lessons from Microsoft’s Iron Man prosthetic project, how collaboration built her confidence, and why the best creative relationships begin with trust.In this episode:How great clients make great workWhat “sharp elbows” teach you early in your careerWhen to lead with empathy instead of egoThe creative culture shift inside UberWhat it takes to build respect in tech and advertising

What if every great idea started with a song?Before writing a word or pitching a concept, Emmy-winning creative Jaime Robinson (Co-Founder and CCO of JOAN) finds a song that makes her feel exactly what she wants others to feel.In this episode, Jaime joins Gully Flowers and Kerrie Finch to talk about:Building JOAN into one of the most admired independent agencies in the worldHow emotion (not strategy decks) powers the best creative workThe story behind the Womanikin — a life-saving design that changed CPR training foreverThe future of creativity in the age of AI, and what it really means to “win for humanity”Why the next generation of creatives deserves new ways inA conversation about feeling first, leading boldly, and building work that actually matters.🎙️ Second Wind — candid conversations with the most creative minds in business.

He’s the mind behind Taste the Rainbow.The man who convinced Mars, Unilever, and half of Madison Avenue to take creative risks — and made the weirdest, funniest, most unforgettable ads in history.In this episode of Second Wind, Gully Flowers and Jake Neske sit down with Gerry Graf - founder of Barton F. Graf and SLAP Global, and the creative force behind Skittles Pinata, Starburst Little Lad, You’re Not You When You’re Hungry, and Ragu: Long Day of Childhood.They unpack how Gerry made it all happen:– How Skittles went from safe to surreal– How “You’re Not You When You’re Hungry” was launched– What it takes to sell bold work inside giant corporations– The secret to making brands funny and effective– How one brief, one risk, and one rule changed advertising foreverA 39-minute masterclass in creative conviction — and a reminder that great ads aren’t written, they’re fought for.🎙️ Second Wind is known for candid conversations with the biggest names in the business.#GerryGraf #Advertising #Creativity #SecondWind #Marketing #Skittles #Snickers #Starburst #Ragu

Chapin Clark has seen the creative industry evolve from Flash microsites to AI-driven campaigns - and somehow, he’s kept the soul of it intact.In this conversation, the legendary voice behind R/GA’s Twitter talks about surviving 25 years inside one of the world’s most influential agencies, mentoring creatives like Paulie Dery, and finding the balance between craft and chaos in the digital age.It’s a masterclass in creative endurance, reinvention, and remembering what actually makes ideas stick.

Jean Batthany led creative at two of the world’s biggest brands.In this episode, she talks about the tension between structure and imagination, and what it takes to keep creativity alive inside corporate systems.From navigating layers of approval to protecting the spark that makes ideas matter, Jean shares how she built cultures of trust, risk-taking, and empathy inside the world’s most complex organizations.This is a conversation about the clash between process and possibility - and how great leaders make space for magic inside the machine.

Sadira Furlow’s career is a study in reinvention, from Pepsi’s viral Super Bowl moments (Puppy Monkey Baby, anyone?) to leading global brand and communications at Tony’s Chocolonely. In this conversation, she joins Gully Flowers and Kerrie Finch to talk about trading scale for soul, humor as activism, and what it takes to make ethical storytelling irresistible.She opens up about:Her journey from aspiring orthopedic surgeon to Adweek Brand Genius.How Tony’s turned a chocolate bar into a global protest.Why discomfort is a compass for growth.The line between AI as a tool and AI as a crutch.And what “radical transparency” really looks like in business.A vivid, funny, deeply human look at how creativity, conscience, and curiosity collide.

Fabio Ruffet leads some of the world’s most loved brands — including Twix, Snickers, and Mars’ global gum portfolio — but his creative journey started with a bold move: spending all he had on the fanciest envelopes in Argentina to land his first job.In this Second Wind conversation with Gully Flowers and Jake Neske, Fabio reflects on his path from agencies like Ogilvy and Havas to leading brand experience across Europe and beyond. He shares:Why consistency is the most powerful tool for long-term brand building.How Mars is using AI and technology to expand creativity in unexpected ways.Lessons from iconic campaigns like Snickers x Mourinho AI persona and Twix Harmonizer.The role of curiosity, tenacity, and collaboration in building a resilient career.Why rejection, like auditions for actors, is essential for creative growth.This is a candid look at the craft of brand building from someone shaping how billions experience some of the world’s most iconic products.

In this episode of Second Wind, Wes ter Haar the Co-Founder of MediaMonks, reflects on how digital marketing has evolved, the role of AI in reshaping the industry, and why cultural values and leadership matter more than ever.From scaling MediaMonks from a local shop to a global powerhouse, to navigating today’s AI-driven transformation, Wes shares lessons on:Adapting to the shifting digital landscapeThe pressures and opportunities AI creates for agencies and marketing teamsHow leadership by example and cultural values define long-term successWhy agencies must rethink business models to stay relevant in the futureThis is one of the most important conversations we’ve had on creativity, leadership, and the business of marketing in decades.👉 Share this with a friend in the industry who’s thinking about AI, growth, and the future of agencies.

Greg Hahn - Chief Creative Officer and co-founder of Mischief - joins Second Wind to unpack the art of creating work that’s as fun as it is fearless. From his early days in psychology and journalism to leading one of the most awarded agencies in the world, Greg shares how Mischief built a culture where risk-taking thrives.In this episode, Greg reflects on:The journey from psychology to advertising—and what that brings to creativityHow to build safe spaces that encourage brave, culture-shaping ideasThe role of strategy in helping clients embrace bold workThe impact of AI on creativity and the future of the industryWhy fun, authenticity, and legacy matter in creative leadershipA candid conversation about creativity, culture, and the mischievous spirit that keeps advertising alive.

In this conversation, Gully Flowers interviews Diana, with Jake Neske perched off camera.Diana is a creative leader with extensive experience in both agency and brand environments. They discuss her journey from a designer to a creative director, the importance of creative briefs, and the evolving media landscape, particularly the impact of platforms like TikTok. Diana emphasizes the need for collaboration between agencies and brands, the significance of mentorship for young talent, and her vision for a creative culture that values innovation and personal connection. The discussion also touches on the future of creativity in business and the legacy Diana hopes to leave behind.Chapters00:00 Introduction to Creative Leadership02:49 The Journey from Agency to Brand06:10 Navigating the Evolving Media Landscape08:59 The Role of Agencies in Modern Marketing11:54 The Importance of Collaboration and Mentorship15:04 Experiential Marketing and Community Building17:50 The Future of Creativity in Business21:00 Finding and Nurturing Young Talent23:46 Creative Processes and Innovation26:54 Legacy and Personal Values

In this episode, Gully Flowers sits down with James Kuczynski, Global Senior Creative Director at Duolingo, to unpack how one of the world’s most recognizable brands keeps creativity playful—and performance high. From the viral “Dead Duo” campaign to the way Duolingo uses social media as a storytelling engine, James shares how fun fuels innovation, why risk is part of the job, and where he thinks brand strategy is headed next.You’ll hear:Why “fun” is Duolingo’s not-so-secret growth engineHow to balance creative freedom with processLessons from the “Dead Duo” campaignHow audience sentiment shapes brand messagingThe future of authentic, platform-native marketing

SummaryIn this conversation, Gully Flowers talks to Joey Camire, CEO of Sylvain, who shares insights on creativity, conflict, and the importance of social responsibility in business. They discuss his journey from neuroscience to founding a strategy and design firm, the impact of high-profile projects, and the significance of B Corp certification. Joey emphasizes the need for diversity and inclusion in the workplace and offers advice for new graduates entering a challenging job market. He also highlights the importance of writing and communication in enhancing one's thinking and creativity.TakeawaysConflict can lead to better outcomes if approached respectfully.B Corp certification for consultantsDiversity in teams enhances creativity and problem-solving.Writing improves thinking and communication skills.Physical movement can enhance focus and creativity.Engaging with diverse ideas fosters innovation.It's important to call out hypocrisy in the industry.Chapters00:00 Introduction and Background of Joey Camire00:23 The Importance of Strategy and Planning in Advertising02:30 Founding Sylvain and Early Experiences05:21 High-Profile Projects and Achievements08:03 The Genesis of the Impact Report08:55 B Corp Certification and Its Significance11:46 Navigating Challenges in Professional Services14:43 The Open Letter and Its Context17:31 Cultural Relevance in Marketing20:34 Conclusion and Reflections on Impact28:02 Core Values and Company Culture34:28 Navigating Career Challenges for New Graduates39:25 The Importance of In-Person Engagement47:00 Creative Processes and Personal Growth50:04 Legacy and Being a Good Person

In this episode, Gully Flowers and Jake Neske interview GMUNK AKA Bradley Munkowitz, a pioneering designer and artist known for his work in motion design, projection mapping, and augmented reality. GMUNK shares insights into his career journey, personal life, and the impact of AI on creativity. He discusses the importance of personal projects, the challenges of full spectrum photography, and his daily routines that help him balance work and family life. The conversation also touches on the evolving landscape of art and technology, and GMUNK's advice for aspiring creatives.

Jake Neske and Gully Flowers, co-founders of Also Known As sat down with David Lee, Chief Creative Officer at Squarespace, live at SXSW in Austin to discuss the intersection of creativity, technology, and business. David shares insights from his career journey, emphasizing the importance of creativity in driving business success and the need for creatively trained individuals in leadership roles. The discussion also touches on the future of work, the role of education in fostering creativity, and the evolving landscape of C-suite roles.TakeawaysCreativity is essential for business success.The entrepreneurial itch drives innovation.Creativity should be viewed as a competitive sport.In-house creativity can rival external agencies.Education should focus on fostering creativity and critical thinking.Human craft will be the new luxury in the future.The future of work will prioritize creative jobs.Leadership roles will increasingly require creative thinkers.The next five years will be crucial for the evolution of creative roles.

We had the pleasure of sitting down at SXSW with Paulie Dery, Chief Marketing Officer at AG1.Paulie shared his insights on brand building, the importance of knowing your audience, and the relationship between creativity and performance marketing. He discusses his journey from R/GA to Uber to Yeti and now AG1, the significance of community engagement. Dery emphasizes the need for brands to stay true to their identity while adapting to market changes and highlights the role of creativity in driving business success. In this conversation, Kerrie Finch, Paulie Dery, and Gully Flowers explore the dynamics of community engagement, the importance of targeting core audiences, and the cultural differences in advertising between Australia and the U.S. They discuss the journey of moving to the U.S. and the role of technology in enhancing creativity. The conversation also delves into the significance of creative leadership, the shift towards in-house teams, and the importance of process in fostering creativity. They reflect on the role of marketing in business, learning from mistakes, and the necessity of justifying creative investments. The discussion concludes with insights on creating meaningful brands and empowering young creatives.TakeawaysKnow who you are and who you're not.Focus on your core audience to build a strong brand.Community engagement is crucial for brand loyalty.Creativity drives success in marketing and advertising.Transitioning between brands can reveal valuable insights.Performance marketing should complement brand building.Building relationships with ambassadors enhances brand authenticity.Understanding community needs can guide product development. Creative leadership is crucial for brand success.In-house teams can streamline creative processes.Understanding the business is key for agencies.Mistakes are valuable learning opportunities.Brand energy is a KPIEmpowering young creatives leads to innovative ideas.

Peter Giorgi has led marketing for some of the world’s most recognized brands, from Bacardi to Celebrity Cruises, and now as SVP of Marketing at Rocket. LIVE from SXSW, he joins Second Wind to share what it really takes to lead with bravery and creativity in a world obsessed with data.In this conversation, Peter reflects on:Reinventing Bacardi while staying true to its heritageHow Celebrity Cruises found cultural relevance through bold ideasWhy the best briefs should “pick a fight”The role of instinct in an industry ruled by metricsWhat bravery looks like in marketing leadership todayA candid conversation about risk, reinvention, and the art of creating brands people actually care about.