In a fragmented, hyper-optimized media world, standing out takes greater than intelligent headlines or polished artistic, it takes conviction.
On this episode of The Velocity of Tradition, Matt Britton sits down with Andrew Robertson, chairman of BBDO Worldwide. He brings many years of perspective on what actually drives breakthrough advertising and marketing at present: emotional intelligence, risk-savvy pondering, and the self-discipline to distill complexity into readability.
From the evolving position of AI to the human nuance behind shopper relationships, this episode explores how manufacturers can transfer sooner with out dropping their soul.
Andrew Robertson is likely one of the most awarded artistic networks in promoting historical past. Having served as president and CEO for over 20 years, he has helped form among the most iconic campaigns for world manufacturers. Underneath his management, BBDO has constantly advanced to fulfill new artistic and technological challenges whereas sustaining its dedication to emotionally resonant, strategically sharp storytelling.
With over 40 years within the trade, Andrew is a revered voice on creativity, management, and the way forward for model communication.
Hearken to Andrew Robertson on The Velocity of Tradition to uncover how BBDO Worldwide is shaping a daring new period of creativity, grounded in empathy, creativeness, and the braveness to handle danger.
Key takeaways:
[01:23] Expertise Over Ways — Andrew explains the timeless significance of securing an “unfair share” of outstanding expertise. No matter media or tech shifts, sensible artistic minds are the core of nice work. This precept drives BBDO’s success and attracts shoppers and collaborators who worth ambition and originality. Manufacturers should prioritize expertise ecosystems, not simply tactical execution.
[10:28] Managing Danger vs. Pursuing Certainty — By means of the instance of a daring NAB marketing campaign in Australia, Andrew shares how reframing boldness as “danger administration” provides shoppers the arrogance to greenlight breakthrough concepts. He encourages manufacturers to cease chasing certainty and as a substitute quantify and handle draw back danger to unlock upside potential.
[15:46] What Makes Nice Work — Nice creativity is the flexibility to seize consideration and shift conduct, whether or not by means of a TikTok or a two-hour movie. Andrew shares how even a well-crafted textual content message from American Airways modified his emotional response to a irritating flight, proving that tone, empathy, and timing make the magic.
[20:51] AI Is Closing the Artistic Hole — Andrew sees AI not as a risk, however a liberator, collapsing the time, price, and technical limitations between having an thought and bringing it to life. By distinguishing between creating (ideation) and making (execution), he frames AI as the final word enabler for imaginative thinkers. Manufacturers that embrace this shift will scale affect with out sacrificing soul.
[31:11] Run Towards the Fireplace: Management By means of Drawback-Fixing — Andrew shares the mantra that’s guided his profession: “Run towards the fireplace.” In his view, lasting respect and affect come from fixing significant issues. Whether or not navigating shopper challenges or inner crises, those that lean in with intention construct belief, earn affection, and stand out. For model leaders, this can be a name to cease sidestepping the robust stuff—and begin creating worth by means of motion.
