Welcome to the first in a new series with industry 'veteran' and long time podcaster, Dan McLaren, called "Running on Coffee" (ROC)

Our aim is to discuss the challenges to creativity in an era dominated by big data and AI within the sports industry. Shining a light on those who are doing great work and those fighting to ensure we don't lose that human creative touch in how we work.

In this first episode, I sat down with the co-founder of the recently launched MSQ Sport & Entertainment, Steve Martin.

Steve has 25+ years experience having worked at adidas, and then co-founded the hugely successful M&C Saatchi Sport & Entertainment. An agency he grew for 20 years before leaving last year.

In this we discuss a wide variety of topics, but with the overall aim to highlight creativity, what it takes to foster it and why we should be doing more of it.

Chapters

00:00 - Introduction and Agency Launch

02:50 - The Power of Creativity

13:27 - Amplifying Creativity with Technology

24:19 - Building a Successful Partnership

26:08 - Embracing Failure and Persuading Clients

27:07 - Selling Ideas in the Advertising Industry

28:05 - Wayne Rooney's Street Striker: From Two Paragraphs to a TV Show

31:49 - The Growing Impact of Sports at Cannes Lions

35:43 - Tackling Social Issues with Creativity

39:31 - Humour and Creativity in Paddy Power's Campaign

42:23 - Favourite Piece of Work

43:49 - Highlighting the Women's Game: The Orange Campaign

46:44 - Finding Inspiration through Reflection and Travel

49:38 - Agencies that Inspire: Uncommon and MSQ

Some Great Sound Bites

• "Creativity is the ability to stand out from the crowd."
• "Creativity is not just about coming up with an idea, but crafting and curating it."
• "AI is only as good as the input it has from humans."