Swashbuckling Uncommon Studio co-founder and Creative Director is back, and the mic is hotter than ever. We're tackling why Uncommon is pushing the boundaries of out of home, including the divisive BA "Reflections" campaign, what Nils thinks of the energy in the US vs the UK, and why we have a lot of work to do if we want creativity to thrive in this country.

Timestamps

00:00 - Start
00:52 - How did Uncensored CMO end up at Uncommon Studios
02:33 - What just Jon want to happen as a result of this episode?
04:45 - What does Nils want to happen as a result of this podcast?
06:10 - Nils' advice to founders wanting to start an agency
07:51 - Uncommon’s work with The Ordinary
13:38 - Why Uncommon loves out of home
15:31 - Uncommon’s out of home work with British Airways
22:20 - Uncommon's B&Q out of home
26:51 - Uncommon's Hiscox work
29:55 - Uncommon’s EA work
32:51 - Uncommon’s JD Sports work turning the lens on the community
37:45 - British Airway’s safety video
43:40 - The culture of creativity in the UK vs US
46:40 - Why Campaign’s"Turkey of the Week" is a terrifying reflection on the UK
48:52 - WPP and creativity
51:28 - Who killed creativity?
53:53 - What Brits can learn from Americans to bring creativity back

Entrepreneur, investor, and VaynerMedia CEO Gary Vaynerchuk joins us from Wine Library to share his unfiltered take on marketing in 2025. We cover everything from spotting consumer trends to staying authentic in the age of AI. Gary explains why generosity is his most powerful growth strategy, why the customer is always right, and which media channels are over or undervalued in 2025.

Timestamps

00:00 - Intro
01:03 - Being back at Wine Library
02:38 - Why the customer is always right according to Gary Vee
07:17 - Why Gary Vee doesn’t believe in luck
09:28 - How Gary Vee has managed to have so much reach
13:14 - The power of generosity
17:51 - Gary Vee’s advice on spotting trends
19:31 - Why you need to pay attention to the consumer
21:18 - What does good marketing look like according to Gary Vee
22:01 - Why social media is better than all other media channels
24:08 - Is TV advertising dead?
28:26 - Undervalued or overvalued: media channel edition
29:26 - Undervalued or overvalued: podcasts
31:34 - Undervalued or overvalued: LinkedIn
32:24 - Undervalued or overvalued: Email
33:26 - Undervalued or overvalued: sms/text
34:03 - Undervalued or overvalued: YouTube
35:29 - Undervalued or overvalued: search
38:39 - Undervalued or overvalued: TikTok
40:16 - Undervalued or overvalued: Twitter/X
42:29 - Undervalued or overvalued: New York Jets
44:54 - How do we maintain authenticity in the age of AI
49:00 - Gary Vee’s advice on how to execute on ideas

Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive advantage for your brand. We discuss the power of small but impactful gestures, intelligent naivety, the 95/5 rule and investing in the things that can’t be measured but make all the difference.

Will also reflects on the mindset that took Eleven Madison Park to the top, what businesses can learn from restaurants, and how applying unreasonable hospitality can turn any customer experience into something truly extraordinary.

Timestamps

00:00:00 - Start
00:00:57 - Will’s experience writing his book
00:02:11 - Getting 4 stars from The New York Times
00:04:43 - What marketers can learn from Unreasonable Hospitality
00:08:08 - Where did the term “unreasonable hospitality” come from?
00:14:13 - Why Will is fine being “The Dining Room Guy”
00:16:40 - Why Will added a beer sommelier - reverse benchmarking
00:20:29 - Intelligent naivety and the advantages of youth
00:23:30 - The power of small thoughtful gestures that make a lasting impact
00:27:22 - The 95/5 rule - how to succeed with things that cannot be measured
00:31:47 - Restaurant smart vs corporate smart
00:36:50 - Why you sometimes need conflicting goals
00:41:34 - Is the customer always right?
00:45:55 - Turning pain points into highlights
00:48:06 - How Will Guidara makes getting the bill a memorable experience
00:51:38 - Why nothing in the world can replace persistence
00:53:40 - Never waste a good crisis
00:56:52 - What Will would do at Cannes with no budget
00:59:56 - How Shake Shack kept 11 Madison Park going
01:00:48 - Which fast food chains does Will admire
01:03:51 - Hiring exceptional talent
01:06:17 - Getting siloed teams to work together in harmony
01:09:07 - What would you do if you knew you couldn’t fail