Cameron Farrelly

As an icebreaker in a recent dance class, we were asked to say our names in melody or rhythm. The result? Momentary embarrassment followed quickly by the freedom of play (shoutout to my freestyle+ play maestros) - but more than anything, an instantaneous and lasting memory of all 20 classmates' names. Is this not the power of sonic branding? Veritonic's recent study revealed that "64% of podcast listeners report feeling more connected to a brand when it has a sound identity as opposed to brands that only have a visual identity." The neuroscience holds up as our brains are wired to connect melody to memory, but brands are slow to prioritize "sound and feel" in their identity and awareness strategies. Now, this study started with listening behavior to begin with - polling podcast listeners about, well, listening. But the direction is still (ugh pun intended) sound... Podcast hosts are even taking sonic branding into their own improvised hands - Dax Shepherd's greatest gift to ZipRecruiter was creating that "get recruitin'" melody in each podcast ad, Busy Phillips did the same for Foria (with an homage to "Gloria") - perhaps creating more actual brand recognition and value than any testimonial could. SO. Brands, like my fellow awkward dancers, may follow the same trajectory: momentary embarrassment (I need a jingle in 2024?!), the freedom of play (yes, yes I do), and invaluable lasting memory. I mean, does Gen Z even know how to spell b-o-l-o-g-n-a?! https://lnkd.in/gd2seDCG

45

7 Comments

The Creator Economy: Not a Trend, It’s THE Thing Remember when people used to call content creators "just influencers"? Yeah, that’s cute. 😏 Fast forward to today, and creators are running the game—literally redefining marketing as we know it. 🎮🚀 If you're a brand still on the sidelines, consider this your wake-up call. Creators aren’t just pushing products—they’re driving culture, influencing decisions, and making waves. 🌊 Creators are the future—and the present. Time to catch up. ⏰ #CreatorEconomy #DigitalMarketing #CultureCreators #StayAhead

10

I'm not sure that companies have a real grasp of the astonishing level of creative talent available on the open market right now. We're looking at a once-in-a-generation type of opportunity that is all but being ignored. Everyone talks a lot about the downside of the cutbacks and layoffs over the last two years, as well they should because it has been truly life-altering for so many of us in the creative field, but not as much has been made about the incredible chance companies now have to level up. Right now, either by choice or not, there are thousands of incredibly seasoned mid-to-super-senior creatives who are free agents for the first time in many years. These are people who have been responsible for building brands like Apple and Nike nearly from the ground up. They have launched products that have made the valuations of companies soar. They have made the careers of future CEOs and have pushed causes that have been written into law. And they are all just...available. We are in the middle of a great reshuffling. The old ways of doing business are quickly becoming outmoded, if they aren't already. The financial models that previously held up our industry have been replaced. Everything is moving faster by the minute. Yet the one thing that hasn't changed is the level of talent. It's still there. While the holding companies continue to funnel their money into AI and away from the people who built them, it opens up opportunities for other models to harness talent that is already proven, not just speculative. While AI is indeed intruiging and will inevitably have a role in what we do eventually, the new models that can utilize these incredibly smart people can win now, not 5 years from now. This is what we're trying to do at The Quills and you can see the same thing in other new models. I can comfortably say that our roster of writers is better than any roster of writers ever assembled at any company or agency. Why? Because we've embraced the fact that the vast majority of insanely talented creative people are free agents now. It's just the way the market has opened up and I think, I hope, that we will attract more and more business because of it. I think it would be dumb for everyone else to ignore this huge opportunity, but hey, your loss is our gain.

492

36 Comments

Liquid Death is built on delightful surprise. But sometimes we even surprise ourselves. Yesterday we dropped our Hot Fudge Sundae sparkling water collab with Van Leeuwen Ice Cream. It sold out completely on Amazon within 7 hours. It was a limited run, but it was no make-10-things-and-then-write-a-press-release thing. This was a legit full-on product launch. The entire inventory was completely blown out in just a few hours. The Amazon algorithm even shut down the product page twice because the velocity was so high it automatically triggered a warning that the product was selling too fast. Now the only way you can try it for yourself is at a Van Leeuwen Scoop Shop. There are still a few left. On top of that, we got to fling yet another delightful Liquid Death video into the universe: https://lnkd.in/gytbSghJ So here's your daily reminder to stop making marketing and start making stuff people love instead. You might be surprised to find out it actually works. #liquiddeath

1,785

178 Comments

Not every brand needs to be universally adored—sometimes leaning into the discomfort is the key to real growth. In my latest article, I explore how understanding why people dislike your brand can unlock powerful strategic shifts. It’s not about chasing approval; it’s about embracing feedback, addressing misconceptions, and positioning yourself authentically. #iWroteAnotherThing https://lnkd.in/g8CrgXud

17

2 Comments

Are you a licensee of brands? Try this, it's brilliant. Are you a licensor of your own brands and dont have a 'fully fledged, highly staffed, licensing department?' Then try this, it's brilliant. Loads of brands joining all the time and as a licensee you'll spot a brand that others won't even know was available to license... #brands #negosh #licensing

8

2 Comments

Stickers are the new business cards. They also happen to be a huge design passion of mine. So it's interesting to see the backlash over "stickergate" as it moves beyond the creative community. At some point in the future I feel like we need a Medium article entitled "how to lose half your business (or more) with one email." Until then, if you're like me and want your stickers with 100% less hate speech, here's a few alternatives out there with a good history of customer service. Sticker Junkie https://stickerjunkie.com/ Die Cut Stickers https://lnkd.in/gpAM48DJ Sticker App https://stickerapp.com/

10

2 Comments

It’s hard to believe that I first became a Creative Director 25 years ago - time flies. But from the very start, before becoming a CD, I learned a few things and gained some knowledge along the way, all of which helped me sustain my career and helped me to be a better Creative Director. Here they are. 1. Getting to know the business from the top down, from the start. 2. Seeking out mentors and advisors. 3. Learning the rules so that I could confidently break them. 4. Studied the work of those who succeeded in the industry and then forged my path. 5. Learning how to be patient. 6. Being a sponge for inspiration and knowledge. 7. Asking questions, always. 8. Realising that an ego is not a great copilot. 9. Managing fear. 10. Taking risks is worth the risk. 11. The importance of having a trusted posse. 12. Working overseas away from my comfort zone was a great move. 13. Trusting my gut and becoming a good decision-maker. 14. Accept my mistakes and failures. 15. Doing workshops, training, and courses. 16. Finding great collaborators. 17. Accepting that I was not the only one to encounter self-doubt &/or imposter syndrome at times. 18. Not allowing a comfort zone to dull my creative mind. 19. Saying yes to opportunities. Even the ones that scared me. 20. Taking time out. 21. Ignoring critics. 22. Not taking myself too seriously. 23. Celebrating my wins and better understanding my losses. 24. Having fun along the way. 25. Never working for anyone I couldn’t have a long and enjoyable dinner with. {Disclaimer: I failed twice at this, but I soon learned from my mistakes.} To celebrate recently hitting 25,000 followers on LinkedIn I am offering 25 coaching sessions of 125 minutes each which can be used any time over the next 2.5 months all for a very discounted price. Offer ends Oct 2 at 5 pm. Yes, I get carried away with numbered themes - welcome to my mind. Contact me for more details and  to secure your spot - [email protected] ✳ Note: there are only 19 spots left of the 25. ✴ Oh, and if it's Creative Director Coaching you're looking for, I have spots available now. #creativedirector #creativecoach #creativity

36

4 Comments

This post from Mike Polydoros is a must read for anyone who works in the entertainment industry - especially if your focus is feature film development & distribution. Long story short: Hollywood just had The Biggest 5-Day Thanksgiving Box Office in History. Which is an especially remarkable achievement in the Post-Covid, Content Everywhere, Streaming Era. #everybusinessislikeshowbusiness

Exciting News: 456 Growth Media is now a TikTok Shop Partner! 🎉 We're thrilled to announce our official partnership with TikTok Shop. Our comprehensive services are designed to help your brand excel on the platform — from storefront management to producing top-tier video content and leveraging strategic influencer partnerships. Why partner with 456 Growth Media? Here’s what you get: - ⭐ Access to exclusive TikTok incentive programs - 🔄 Continuous performance tracking and optimization - 🎯 Customized content strategies tailored to your brand’s objectives - 📊 In-depth analytics and actionable insights - 🚀 Expertise to accelerate your growth and streamline operations Interested in taking your TikTok Shop presence to the next level? Contact us to find out how we can help.

48

6 Comments

Great read about why more creatives don't become CEOs. The amount of times I have heard account people claim "I'm not creative" is staggering—because it's both untrue and clearly misinformed by this industry's long-standing silos. Similarly, we thwart our most creative talent and don't provide a path to organizational leadership by keeping them out of P&Ls and board meetings. As Gail Heimann rightly says, to achieve in this biz everyone needs to be "cerebrally ambidextrous." So let's start paving the way for more Creative CEOs from both sides of the fence!

41

2 Comments

the good mix of Act-One + post-production skills

3

"Chaos asks questions of you order never will" The wonderful Colleen DeCourcy retells her experience working with Dan Wieden when she took over as Chief Creative Officer at Wieden+Kennedy Her immediate response to me asking about working with Dan was this quote about chaos. We have a natural reaction against chaos because it can be destructive and unsettling but what if we reframed it as a necessary condition for achieving something truly breakthrough 🌪 Chaos propels you forward while order maintains the status quo 🌪 Chaos creates leaders while order creates managers 🌪 Chaos demands a response while order delays it 🌪 Chaos reveals the cracks while order papers them up 🌪 Chaos forces ownership while order delegates it 🌪 Chaos fosters creativity while order fosters compliance 🌪 Chaos requires trust while order replaces it It got me thinking whether there is an optimal mix of Chaos and order required to achieve breakthrough ideas and momentum? We spend most of our time creating order but what if what we actually needed was an injection of chaos? To hear more from this episode check out the links in the comments John Kearon Kerry Collinge Orlando Wood

120

23 Comments

🎥 Cinematic Brilliance vs. Tech Perfection: What's Your Pick? 🤔 In an era where technology often steals the spotlight in filmmaking, are we losing touch with the art of storytelling? I’ve seen countless projects where filmmakers focus heavily on getting the latest gear, neglecting what truly captivates an audience: a compelling narrative. Technology can enhance visuals and sound, but it can’t replace creative vision. 🎬✨ Cinema began as a medium for storytelling. As creators, our primary goal should always be to tell stories that resonate emotionally. Let's embrace tech advancements while ensuring they serve, not overshadow, our artistic vision. #Filmmaking #Storytelling #CreativeDirection

2

If this isn't an invitation to push the limits of your brand's creativity, I don't know what is. I'm talking to you, legal world - we gotta start pushing the envelope more! #Creativity #Legal #LegalTech

19

2 Comments

Ok this hits home in a lot of ways. As a small nimble studio we've had the immense fortune to successfully work on a wide variety of projects. And yet we still get that question of "yeah but have you done THIS?" One of the most inspiring campaigns we worked on, and the one I'm most proud of, was the Love Your Butt campaign for colon cancer awareness month. Before we pitched, we didn't know a single thing about colon cancer, and I believe that helped us. We weren't afraid of "what hadn't worked" before. We viewed the challenge as a clean slate and wanted to create something that accomplished the goal: get people to talk about colon cancer and encourage action. By all accounts it was widely successful. Don't take my word for it. The CEO has said "HUGO gave us the most successful awareness campaign of all time!" Isn't that right, Michael Sapienza. Here's what I've learned...it doesn't matter if you're promoting a new season of Shark Week, encouraging conversations about colon cancer, wrapping a security vehicle, or selling a hotel room. The goal is ALWAYS the same: get people to pay attention. So, whether you know the topic inside and out, or not at all, approach it as a novice, ask "why not?" instead of saying "we can't," and finally, the HUGO secret sauce, create a space where the client feels safe, valued, and heard. That's Creative Therapy at work. So, yeah, Paul Suggett, it's more than ok to have never been there. We could use more never been there's. Preach it! And if you're curious about the Love Your Butt campaign, here it is: https://lnkd.in/eXP9Frps

7

2 Comments

Someone recently asked me how we consistently get to work that lands in culture. I wasn’t able to say this at the time but now I can. “Read the book” Day Trading Attention is literally the playbook for how modern brands need to really connect to find relevance with today’s consumer. Link to pre-order in comments #modernmarketing #advertising #creativity #socialmedia

44

1 Comment