Creative pros Adam Ferrier and Brent Smart launch new ‘Black T-Shirts’ marketing podcast – Campaign Brief

Creative pros Adam Ferrier and Brent Smart launch new marketing podcast ‘Black T-Shirts’


Two of Australia’s best-known creative professionals, Adam Ferrier of Thinkerbell and Brent Smart, Chief Marketing Officer of IAG, have come together to celebrate creativity in marketing in their new podcast on LiSTNR, black t shirts.

In each episode, the adland basic black t-shirt wearing the duo Ferrier and Smart will delve into a famous creative work, to understand what it takes to make something great, and also if it would pass market research, the putting in a focus group.

The first episode of the series, launching today, features Claudine Cheever, VP of Global Marketing at Amazon, to talk about the company’s data-driven adoption of emotional storytelling.

The second episode, launched the same day, features renowned British designer Ben Pollitt, ECD group at AdamandeveDDB. Pollitt is co-creator of the famous John Lewis Christmas campaigns, arguably the most influential and successful ongoing creative campaign of our generation.

Ferrier is a multi-award-winning advertising creative strategist and founder of famed agency Thinkerbell. He is also a leading consumer psychologist and an authority on behavioral economics. He is the author of Stop listening to the customer and The advertising effect, and a regular on shows such as Grun, Sunriseand The project.

Smart spent 20 years in agencies, running the New Zealand agency of the decade Colenso BBDO and becoming CEO of Saatchi & Saatchi New York. In 2017, he moved to the client side by becoming CMO at IAG, where he took over the NRMA Insurance brand from 36and strongest brand in Australia at 5and according to Brand Finance, and won the coveted Grand Effie last year. Smart is also one of the most creative marketing directors in the world.

According to Ferrier: “Great creativity is often accompanied by a complex personality, with a fascinating backstory. We wanted to explore these people and their own relationship with their creativity, their motivations and explore the fundamental question ‘does their creative output really connect on a human level?’

Clever responses: “I thought we just wanted to share the discussions we’re having over a few beers about creativity with more people.”

According to Nikki Clarkson, CMO, SCA: “black t shirts is both informative and entertaining, making it a great listen. Creativity is at the heart of everything we do at SCA, including all of our marketing efforts. There aren’t many podcasts available that bridge the gap between business and creativity and this one plays right into that opportunity.

Black t-shirts’ episodes one and two are available now on LiSTNR with new episodes releasing weekly.

As part of the launch strategy, black t-shirts were given to creative thought leaders to wear for the week. If you see someone in your agency or workplace wearing a black t-shirt, we gave it to them, so ask them about the podcast. If you want to look as creative as them, you can buy your own black t shirts black t-shirt with

You can also follow Black Tee-shirts on Twitter @BlackTShirts, on Instagram @blacktshirtspodcast and on LinkedIn on Black T-Shirts Podcast.