Question Everything

Consider this your all-access pass to advertising’s top agency/client matchmakers. We’re chatting with power couple Robin and Steve Boehler of Mercer Island Group, the West Coast's top consultancy firm helping both brands and agencies solve critical business and organizational challenges.

In this episode, Robin and Steve reveal all the insider info behind the agency review process — from how to catch a marketer’s attention to what clients want to see in a pitch. They share tips on mastering the all-important "tissue session," the magic small agencies bring to a pitch, why chemistry and listening skills are make-or-break for agencies and so much more.

Here’s a quick recap of the convo: 

What the agency landscape looks like in 2024

What an agency can do to get a CMO's attention

Robin and Steve's perspective on DEI in the industry and what role it plays in agency matchmaking 

The magic smaller shops bring to the pitch that larger agencies should take note of

Three things a CMO should consider when hiring a new agency

Whether or not the awards an agency wins matters to CMOs

How to master the tissue session  

When it is acceptable for agencies to pull out of a pitch

Why agency pitch teams are not favorable for many clients 

Plus, some rapid-fire questions that’ll have you on the edge of your seat

Connect with Robin and Steve on LinkedIn.

Catch our favorite takeaways from this can't-miss episode here: https://www.curiosity.fun/thoughts/5-insider-strategies-from-agency-matchmakers-robin-and-steve-boehler

Feast your eyes on Robin and Steve's tissue session strategies here.

Who doesn’t love a good inside scoop? As a Senior Reporter for Ad Age, Brian Bonilla is not only a captivating writer but also a crystal ball for the industry. He’s written countless articles on topics ranging from agency mergers and acquisitions to top campaigns from the biggest brands. For Brian, the challenge isn’t a lack of industry tea to cover, it’s sifting through the mountain of emails vying for his attention.

Today’s episode is our Super Bowl special. In preparation for the Big Game, we settled in for Brian’s hottest takes on upcoming Super Bowl spots, the do’s and don'ts when promoting your agency, DEI improvements in the industry, and how to make the Ad Age A-List.

Here’s a quick recap of the convo:

Why the most talked about Super Bowl spots will come from snack and sportsbook brands

Three things agencies should know about when promoting themselves 

Spots that missed the mark at last year’s big game

How are DEI efforts progressing in the industry and what’s left to do

How the agency Highdive consistently produces spots that score big with audiences

What Martin Scorsese will bring to the short-form content world with his advertising debut

Why the Super Bowl may be losing relevance despite drawing a huge audience 

What it’s like to be in the room that decides who makes the Ad Age’s A-List 

Plus, some rapid-fire questions that’ll leave you breathless

Connect with Brian on X (Twitter) or LinkedIn.

If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.

Articles mentioned: 

Meet the mayors of Drip City

https://www.bkmag.com/2023/12/14/meet-the-mayors-of-drip-city/

How agencies are marketing themselves – and why it’s more important than ever

https://adage.com/article/agency-news/how-agencies-are-marketing-themselves-and-why-its-more-important-ever/2532731

The Ad Age Super Bowl playbook: https://adage.com/events/2521696

What Gen Z Wants to See from Super Bowl Advertisers: https://adage.com/article/marketing-news-strategy/what-gen-z-wants-super-bowl-advertisers/2539226

Secret’s out – P&G Brand Director (and Curiosity bestie) Grace Whitman has been (lightly) grilled by the Question Everything gameboard. And yes, all your burning questions about working in those iconic towers have been answered.

Grace serves as the Senior Brand Director for Secret – but we know her best from being the lead client on our Native No is our whoa work. Grace is known to be a master brief writer, data nerd, and an absolute blast on set.

Before Secret, Grace got her start at P&G working in R&D for baby care. After earning her stripes in P&G Consumer Market Knowledge, Grace went on to lead Native’s retail launch efforts and left her stamp on Old Spice.

Between astute marketing insights, prepare to catch some antics – including Grace’s choir career, her Yagoot FOMO, and her fascination with death. This is a can’t-miss episode.

Why the best briefs often take 5 months to create – and the consequences of rushing the process.

What P&G looks for in an agency and what totally turns them off.

Why it pains your client to give executional feedback and how to avoid it.

Why your brief should be like a contract that agencies and clients both sign. 

Why the most successful people are the ones who ask the questions everyone’s thinking.

How small shifts in language can make a brief endlessly more inspiring.

Why giving your agency internal political context can set them up for success.

What DTC brands have to learn from legacy brands and vice versa.

Why Cincinnati’s startup scene is one of the best.

Connect with Grace on LinkedIn here.

If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.

Extra, extra – Adweek’s Jameson Fleming has entered the chat. This news guru has held just about every role possible in the Adweek newsroom – now serving as Managing Editor of Marketing and Agencies. Our favorite thing about Jameson? His passion for agencies big and small makes him very accessible. Even to independent shops like ours.

But it hasn’t always been all advertising for Jameson. Before getting his start in the industry, he earned his stripes in sports: covering a Super Bowl, Final Four, and the longest college hoops game in history – all before he was 24, NBD. You may even have a hard time keeping up with all his sports references in this episode. We sure did.

On today’s episode, we unpack Jameson’s hottest takes on client-agency relationships, how to get on Adweek’s radar, industry talent, and the subtle art of creating edgy work without getting canceled.

Here’s a quick recap of the convo:

Why risky work is worth it – nobody talks about playing it safe.

Why brands shouldn’t be shy about sharing their work with the press – your competitors already know what you’re up to.

Mischief’s Greg Hahn on why building your agency’s brand is essential.

Why talent retention involves mentoring young minority talent.

Why striking a balance between remote and in-office work is essential for maintaining the productivity and creativity of a team.

Why having kids makes you a more empathetic leader.

Messaging masterclass: brands that nailed turning bad press into not-so-bad press.

What holiday gifts actually get the press’s attention.

Plus, the one person Jameson would drop everything to happy hour with.

Connect with Jameson on X (Twitter), LinkedIn, or shoot him an email.

If you’d prefer to read the biggest takeaways from our conversation, catch the write-up here.

Ben Nunery is the co-founder and brain behind the incredible work at Powerhouse Factories, which makes “kick-ass design work for kick-ass bands.” Ben and a friend started Powerhouse out of a garage in 1999, and since his work has been used for artists like The Black Keys and Lizzo, and brands like Herbal Essences and Redbull. He is, at his core, a creative strategist with a passion for the ways music and design evoke emotional responses in people, but also a music knowledge connoisseur.

Today, Ben sits down with us (live and in person!) to talk shop about how he built his brand from a garage to a full-blown media corporation. He dives into all things creative - from the art of printmaking to the intersection of music and marketing - teaching us that so long as you have the ideas, the drive, and a good partner, you can make your passions your day job.                                                                    

Here are some of the notes we hit:

What poster bombing on college campuses can teach you about consumer behavior.

Why over-inspiring yourself with the work of others is actually counterproductive.

NFTs are defining a growing movement - why jumping on board could be your big break.

Why not having resources can actually spur creativity.

Going into business with your friend can work - if you treat it like a marriage.

How working out of a garage can turn into working for top global brands.

Must-reads from this episode: 

Show Posters by Pat Jones and Ben Nunery

Mind open, fork ready. Derek Wallace is the Co-founder and CEO of Kalamata’s Kitchen – a food adventure startup set to inspire the next generation of curious, courageous, and compassionate eaters.

After leaving his comfy corporate gig, Derek bet on himself and combined his passion for food and world exploration to live out new shared experiences with his son. Derek’s delicious new venture helps kids and grown-ups explore new cultures through food via the adventures of fictional character  Kalamata – think Dora the Explorers meets Anthony Bourdain. Her adventures span children's books, activities, kitchen gear, and more – and only have one rule: You must try everything at least twice.

Between sound bites, Derek takes a moment to discuss how becoming a dad influenced his decision to break away from the corporate world and create something his son can be proud of. His mantra? “Doing nothing should scare you more than doing something bold.” 

Dig into a few of the topics we covered:

Why you should MAKE it til you make it.

Having a villain in your field is more motivating than an advocate.

Normalizing betting on yourself when you take a risk.

Why adventurous-eating kids are more likely to grow into empathetic adults

Why becoming a working parent can be one of the best things for your career.

How to be one of 39% of campaigns that win on Kickstarter. (With a little help from Audrey Belliard.)

Connect with Derek on LinkedIn or Instagram, and check out everything Kalamata’s Kitchen here. 

Luna Malbroux is the founder and “Chief Vibe Officer” of Joy Channel. She’s an experienced facilitator, speaker, and leader in creating inclusive spaces. A self-described “joy evangelist” – she believes that fostering belonging, community, communication, connection and fun is the missing link in many approaches to DEI initiatives. She’s also an award-winning comedian, writer, musician, and public intellect whose work has been featured in KQED, NPR, Glamour Magazine, The Atlantic, and more. 

Today, Luna sits down to chat how unwavering dedication to a community, thought, or idea will take you and your brand far - and why building spaces where people can feel human is the best practice for an authentic (and fun!) work environment. Along the way, she shares the essentials of creating these connected communities. Between laughs and hard lessons, Luna teaches us about what it’s like to be a comedian, DEI consultant, and joyful human in this cultural climate. 

Here’s a peek at some of the topics we explore:

Why drag queens and burlesque dancers are the best teachers of equitable business practices.

How humor can be the key to opening people’s minds to difficult topics.

“Nothing about us, without us.” - The best way to partner with marginalized communities.

The key to doing it all is to give everything its season.

How to know if you’re practicing equity or just performing it – most brands aren’t good actors.

Why it’s not dangerous to be a comedian right now – unless you’re lazy.

Can’t get enough of Luna? Reach out on LinkedIn and Instagram.

On this episode of the QE podcast, listener-favorite Kelly Leonard is taking a well-earned victory lap. After dropping countless stories and lessons from his time at The Second City, he’s ready to once again face our gameboard and humor us with his industry wisdom for a second installment. His first episode is a must-listen, so if you missed it, be sure to check it out on Spotify and Apple Podcasts.

If you’re new to Kelly, here’s a reintroduction: Kelly Leonard is the VP of Creative Strategy, Innovation, and Biz Dev @ The Second City where he’s hired and developed shows with Tina Fey, Stephen Colbert, Seth Meyers, Steve Carell, Keegan-Michael Key, Amy Poehler, and others. On top of this, he wrote the best-selling book  "Yes, And" and hosts the "Getting to Yes, And" podcast for Second City and WGN Radio in Chicago.

Here’s a preview of the gold he offers up in today’s episode:

If you want a raise in 2023, take a page from Ted Lasso’s book and work on your soft skills.

Why saying “yes, but” is just like saying “no” with a top hat.

You’ll never understand everything going on in a room - that’s why selfless curiosity is mandatory.

When you have an Amy Poehler on your team, find their place and don’t waste their talent.

Nothing truly innovative looks like it should make sense - otherwise it wouldn’t be innovative.

You achieve authenticity through your fiascos - not your perfections.

Why building the pedestal first is only the illusion of progress.

Connect with Kelly on LinkedIn and Twitter

Must-read mentions from this episode:

Quit by Annie Duke

The Language Game by Morten H. Christiansen and Nick Chater

The Song of Significance by Seth Godin

Reculturing by Melissa Daimler

Romond Duval is a copywriter at Curiosity – but we prefer the title: word architect. Romond is passionate about amplifying Black creative voices in the advertising industry and making genuine work that speaks to the culture. He’s worked for brands like Hennessy, Brooks Running, and Old Spice. After graduating from ONE School ATL, he spent time interning with agencies on the west and east coasts such as Wieden + Kennedy and Laundry Service before returning to his Ohio roots for his first full-time job at Curiosity. 

On today's episode of Question Everything, we sit down with the architect himself to chat about his ad industry insights and what copywriting means to him. Between being a rising voice for Black creatives and setting the trends, Romond teaches us the importance of being a concept’s #1 challenger - and not being afraid to reshape an idea until it resonates. 

Here’s some of his hot takes:

The secret to doing it all is actually being a serial quitter.

You have to always be asking for more – closed mouths don’t get fed.

The key to success on social media is writing like you’re talking to a friend.

As a copywriter, you don’t actually have to like writing – he doesn’t.

As a Black creative – creating alongside people who look like you will push your ideas further.

Being a first-generation college student has a silver lining, it’s that you set the bar.

Connect with Romond on LinkedIn and Instagram.

A must-read mentioned this episode:

The future is yesterday

“Working for and with Jessica was and still is the best career decision I've made, and I thank her for that. She makes every piece of work she touches and every individual she works with better. She's that good.” - Taylor Wiegert

Jessica George is a marketing superstar. Renowned for her outstanding leadership and ability to combine strategy with creativity, she brings a unique perspective to the marketing world. With a background in agency work, she made the transition to corporate three years ago and hasn’t looked back since. As VP of Marketing at GSR Brands, she brings pride and attention to the Cincinnati-local chains Gold Star Chili and Tom + Chee.

On today’s episode of Question Everything, I have the pleasure of chatting with Jessica George about what goes into leadership, preparation, listening, and understanding. Jessica teaches us a thing or two about what goes into managing a brand, while recalling her previous roles in agencies and outlining the secret recipe to marketing success. 

During our conversation, hear her insights about:

Listening, Observing, and Absorbing, aka “LOA.”

Bringing a brand into a new era with pride and attention.

Why leadership and mentorship are different, but equally important. 

The meaning behind the acronym DD COI and how it inspires true behavior change.

Why thinking like an underdog keeps us hungry - and lights a fire under our ass.

Jessica’s pre-game prep for major speaking events.

How the four-day work week trades in hours in the office for motivation, fulfillment, and happiness.

Setting people up for success with commitment to their career path.

Connect with Jessica on LinkedIn and Facebook.

“30 seconds in a room with Kelly will make you wiser. . . a selfless curiosity is his fuel” - Todd Manley

Needless to say, after peppering Second City's Kelly Leonard with questions for over 50 minutes, we feel like absolute geniuses.

Kelly Leonard is the VP of Creative Strategy, Innovation, and Biz Dev @ The Second City where he’s hired and developed shows with Tina Fey, Stephen Colbert, Seth Meyers, Steve Carell, Keegan-Michael Key, Amy Poehler, and others. On top of this, he wrote the best-selling book  "Yes, And" and hosts the "Getting to Yes, And" podcast for Second City and WGN Radio in Chicago.

On today's episode, we bend an elbow with one of Chicago’s comedy greats to chat how adopting an improv skillset in the workplace can change it all for your business. Between star-studded stories and thought-provoking human insights, Kelly teaches us that embracing failure is often the key to success – breeding humility, vulnerability, and creativity within a team.

Here’s a preview:

You can make yourself shine by making others shine – improv is about building WITH someone.

No one is interested in your success. We want to hear your fiasco. That's what makes you "backable."

If you are well-versed in improvisation, you are well-versed in failing because you fail all the time. 

See all obstacles as gifts. When someone makes a mistake on stage, it creates an opening – a way to take the story in a way we didn’t think about before.

Take the fucking note - the art of accepting feedback as a gift.

Finding joy in the absolute chaos of a workplace that is barely holding it together. 

Practicing gratitude – and how it’s not the same as toxic positivity. 

Connect with Kelly on LinkedIn and Twitter

Must-reads mentioned in this episode:

Choose Growth by Scott Berry Kaufman

Radical Candor by Tim Scott

The Extended Mind by Annie Murphy Paul

Backable by Suneel Gupta

Ryan Meegan grew up in the south suburbs of Chicago before attending college where he earned a degree in marketing – as well as earning major respect as a basketball player. Now, he applies his sports mindset at the office as the CMO and co-founder of DUDE Wipes: a male-targeted flushable wipe company.

The coolest part? Ryan and his fellow Dudes earned a $300,000 investment from Mark Cuban on Shark Tank. After years and years of exponential growth, DUDE Wipes has officially hired its first agency ... which is why he's sitting down with us today.

On today’s episode of Question Everything, I’m sitting down with Ryan Meegan as we have a conversation about authenticity and staying true to yourself and your brand. Between life lessons from Shark Tank, advice from Mark Cuban, and the perks of keeping a sports mindset, Ryan is answering questions from our QE gameboard and spilling the tea on the rise of DUDE Wipes including:

What advice Ryan has about risk-taking for other CMOs

Why walking the line of branding and speaking bluntly has been DUDE Wipes' strategy for maintaining authenticity

How Ryan and his partner shine a spotlight on the brand with confidence and how that creates buzz on social media

The importance of embracing yourself and celebrating it – knowing what you are and what you’re not

Why hating to lose is better than wanting to win

DUDE Wipes’ position on gender equality and how they make branding fun with no gender priority

Connect with Ryan:

Ryan’s LinkedIn: https://www.linkedin.com/in/ryan-meegan-07971859/

DUDE Wipes Instagram: https://www.instagram.com/dudewipes/

DUDE Wipes Website: https://dudeproducts.com/

Ashley Walters, Chief Development Officer at Partner at Curiosity, explores the successes and failures of the best in the biz who were daring enough to be curious.

We know a great question can build a relationship, break a system, or inspire change in culture. So, we created a podcast all about them. It's called Question Everything – and it’ll have our industry’s biggest names, well, questioning everything. 

This podcast is part interview, part therapy, and part Price is Right. We even have our own gameboard stacked with questions that’ll make even the most successful CMOs sweat.

Give this episode a listen to learn all about the show, and stay tuned for new episodes every month.

About Curiosity:

We're a Cincinnati-based independent, full-service agency that lives and breathes the power of being strategically curious. With core capabilities in strategy, creative, media, and analytics, we believe that asking the right questions is the key to unlocking the right solutions. That’s why, when it comes to our client’s business, no question is off-limits. Because for us, it all starts with curiosity.