Spikes Excitement Talks

In this episode of Spikes Excitement Talks, Gordon welcomes a true legend in the world of insights and innovation: Stan Sthanunathan. Formerly EVP of Consumer and Market Insights at Unilever and Coca-Cola, Stan is now the founder of i-Genie.ai , a company revolutionizing the research industry.This conversation dives deep into Stan's provocative approach to AI-powered, survey-free research. From analyzing search data and social media to redefining what consumer understanding looks like in an age of augmented intelligence, Stan shares how his company replaces traditional market research with faster, more authentic and often more emotional insights.From corporate corridors to dusty streets, they explore why true empathy—not sympathy is the currency of meaningful brand-building and why elite boardrooms often miss the mark. Candid reflections on the importance of living like your consumer, the hard truths of scaling a business rooted in a new idea and the enduring power of human contact in an increasingly remote world. They also dive into the mentors and managers who shaped Stan's leadership journey. Each teaching a different facet of what it means to lead with integrity, humility and impact.Tune in if you're wondering how to build something real without losing what makes them human.*Dave Cobban from the Spikes Advisory Board is also joining this episode.

In this episode gordon sits down with Lisa Novak, Head of Digital Media and Customer Engagement at McDonald's Österreich, whose career spans iconic marketing institutions from Innocent to Unilever, Mondelez, and now the golden arches.Lisa shares how she and her team craft McDonald's Österreich digital customer experience from app activations and loyalty programs to Happy Meals and nail polish collections inspired by dipping sauces. They dive into how creative passion, grounded leadership and a touch of ketchup-in-the-veins spirit fuel one of the world's most famous brands.Lisa opens up about her accidental entry into marketing, her love for FMCG, and the contagious energy of working with people who challenge and inspire and why sometimes the best marketing isn't just about "pretty pictures" but measurable business impact. Moreover why brand consistency is no longer about staying the same, but about evolving with purpose. Lisa unpacks what it means for a brand to stay authentic while collaborating with unexpected partners from nail polish to Austria's biggest rapper and why fan-first thinking is the golden rule of modern branding.Tune in for insights on how McDonald's builds consistency and personality across digital touchpoints and how to keep excitement alive in a job that never stands still.

In this episode of Spikes Excitement Talks, Gordon welcomes Serge Raffard, Managing Director of Personal Lines at Allianz UK. With a remarkable global journey that spans strategy, finance and marketing, Serge brings deep insights from his leadership roles at McKinsey, MetLife and at Allianz Group.They talk about his career path from engineering and corporate finance into the world of marketing and why the shift from push to pull in insurance is both a strategic and cultural transformation. Serge shares what it means to build one of the world's strongest insurance brands, the role of data-led marketing and how even in a complex, highly regulated, and price-driven market like the UK, brands can still create value, loyalty, and trust. Furthermore the conversation  explores why the UK is currently one of the most dynamic markets for innovation in insurance and finance.Tune in for thoughts on scaling impact, innovation at scale and the balancing act of regulation. 

In this episode, Gordon sits sit down with Joseph Delhommer, Head of the U.S. CPG Brand Innovation Lab at Amazon, for a conversation that spans continents, creative disciplines, and career philosophies. From his early beginnings in the Dominican Republic's ad scene to leading brand innovation at one of the world's most influential companies, Joseph shares how art direction, hard work and a relentless curiosity shaped his nonlinear path.They talk about growing up in a creative household and discovering advertising through career tests and family influence, navigating the transition from Latin American to U.S. advertising culture, lessons from working at R/GA, FCB, Y&R, and Havas, the mental shift from agency to in-house innovation at Amazon and learning to balance ambition and burnout as a creative leader.Joseph reflects on mentorship, cultural nuance, and the importance of identifying "the one worthwhile assignment" among the noise. Moreover about the responsibility of brands to actually benefit their customers, not just pay lip service to purpose. Tune in to find out why being a "recovering workaholic" might be the secret to sustainable creativity.

In this episode of Spikes Excitement Talks, Gordon sits down with Jesse Unger, Co-founder of Significant and former strategist at some of the most iconic creative agencies in the world: Energy BBDO, TBWAChiatDay, and Mother. Jesse shares her nonlinear path to strategy — from ghostwriting for a lawyer and designing Facebook apps to founding an influence lab and eventually launching her own company.They talk about how strategy found her, the human psychology behind trends and influence and why studying people as networks, not individuals matters, what it takes to break into legendary agencies and why ads aren't always the answer. Jesse shares what it's like to start an agency with no blueprint but a clear philosophy: real creativity solves real problems and it doesn't matter who gets the credit. She reflects on the magic of deceptively simple solutions like a chatbot that finally makes sense, why creative strategy deserves more respect and how the true job of a strategist is to create conviction, not just alignment.Tune in to understand that meaningful change doesn't always start with a brief, sometimes it starts with asking better questions.

In this episode of Spikes Excitement Talk, Gordon sits down with Jordan Liebman.Jordan is a powerhouse in marketing with a career that spans top creative agencies like Publicis, BBDO, and McGarryBowen, and executive leadership roles at Verizon and Konica Minolta. He's also the voice behind a viral LinkedIn post about the New York Knicks that sparked our connection.During the talk Jordan shares how a love for storytelling at the age of 15 turned into a calling. He unpacks the shift from campaign-building to company-building, why the most impactful marketing today is rooted in creativity, empathy, and meaning. Furthermore how early mentors and agency experiences shaped his leadership journey. From winning his first Cannes Lion to moving in-house at Verizon, Jordan opens up about servant leadership, building brands with purpose and learning from some of the best minds in the business.The conversation explores how marketing is becoming the connective tissue of modern organization and why the best CMOs are no longer just brand stewards but growth architects. Jordan unpacks the shift from campaign-building to company-building, and why the most impactful marketing today is rooted in creativity, empathy, and meaning.Tune in to get inspired by Jordan's passion for the craft and commitment to transformation.

In this energizing episode, Gordon sits down with Shipra Bhatt, whose career has taken her from uncovering deep human truths at Quantum Consumer Solutions to spearheading marketing innovation for KFC (India). What happens when a passionate consumer researcher crosses over to the brand side? Shipra shares her journey from interpreting trends to actually shaping them—moving from insight to execution, from advising clients to launching iconic products like the Chizza. They explore how insights evolve into actionable strategy, what it really takes to develop new products in the QSR space, and why brand-building is anything but a linear process.You'll hear how Shipra stumbled into consumer insights—and fell in love with it, her favorite “a-ha” moments from fieldwork with everyone from CXOs to rural women and truck drivers, the untold story behind the Chizza and what it teaches about innovatio and  surprising challenges of executing cultural relevance across global marketsTune in to hear how Shipra connects data, empathy, and creativity to build bold brand experiences.

In this episode of Spikes Excitement Talks, Gordon sits down with Anja Urlichs, former Senior Director of SMB Marketing for International Markets at PayPal, to explore her two-decade journey through fintech, strategy, and brand transformation. From a grounding in classical banking and strategy consulting to finding her spark at a mobile payments startup, Anja's story is one of intentional pivots, global perspective, and bold creativity.They talk about her leap from banking to fintech and the electric energy of startup life 20 years at PayPal—from a team of 30 in a startup-style office to shaping global brand trust campaigns that broke through with humor, local flavor, and real heart.They explore how marketers can cut through the noise—not by blindly jumping on the next big thing, but by aligning trends with the unique needs of their brand and, most importantly, their customers.Together, they unpack marketing's evolving role in driving growth, building cross-functional understanding, and earning a strategic seat at the table—particularly with CFOs and other decision-makers.The conversation ends on a powerful note about collaboration: how working in silos is the default, and breaking through requires both intentional effort and simple, human connection. Because while collaboration takes work, it's often as easy as walking across the hall and starting a conversation.Tune in for a conversation about brand-building to cross-functional collaboration, the power of alignment, curiosity, and stepping out of silos.

In this episode, Gordon sits down with Daniel Ryback, Senior Global Innovation Lead for Customer Experience at McDonald's, to explore how one of the world's most iconic brands approaches innovation at scale. Daniel walks us through the three core pillars of his work: building a global innovation framework, tackling high-value customer challenges across markets, and enabling innovation through infrastructure like McDonald's Speedy Labs.From launching an internal startup culture at Leo Burnett to early conversations with OpenAI long before ChatGPT made headlines, Danny shares how design thinking, experimentation, and scrappy prototyping have shaped his journey. They talk about creating alignment across global teams, the balance between local and global innovation, and the power of giving teams room to play—responsibly.Whether you're interested in brand innovation, global strategy, or how to future-proof customer experience, this episode is a must-listen.Daniel shares knowledge on building innovation governance across 100+ markets, enabling cross-functional teams with design thinking, creating physical spaces that accelerate innovation, spotting emerging technologies before they go mainstream and the importance of curiosity, mentorship, and scrappinessTune in for an inspiring conversation about brand innovation, global strategy, or how to future-proof customer experience.

In this episode, Gordon sits down with Benjamin Lickfett, Global VP of Breakthrough Innovation & Digital Inventions at Diageo — the dream job for anyone passionate about where tech meets culture.From whiskey to Guinness to emerging tech, Benjamin's career is anything but linear. He shares his journey from international relations at Tufts to startup founder, consultant, and now innovation leader for one of the world's most iconic brand portfolios.They dive into how Benjamin keeps heritage brands relevant in a fast-changing world, why digital detox moments matter in bar culture, and how his team created FlavourPrint — a personalized taste-matching platform now scaling across 40+ countries. Plus, the highs and lows of innovation, building with resilience, and the art of shaping progress that sticks.The conversation explores the importance of mentorship, the power of open organizational cultures, and the role of leadership styles in shaping careers. Benny reflects on the impact of early brand visionaries like David Aaker, and how truly great leaders share what they know to elevate others.From navigating cultural differences in a globally distributed team to tackling the future of emerging technologies, Benjamin shares what keeps him inspired: the ability to learn, adapt, and create meaningful innovation. They also dive into the idea of urgent optimism—the belief in a better future, paired with the drive to make it happen now.Tune in if you're curious about what it takes to lead innovation on a global scale—and how to stay grounded while doing it.

In this episode of Spikes Excitement Talks, Gordon sits down with Tapas Sharma, Vice President, Marketing and Brand Design Lead at JP Morgan Chase in London. Tapas shares his fascinating journey from a television actor in India to becoming a driving force in brand design across multiple industries. Tapas shares how design is more than aesthetics, it's a tool to build trust, evoke emotion, and break industry biases.They explore Tapas's early days designing Subway posters at Pink Papaya Productions, his evolution through agencies like Ogilvy and Chime, and his in-house leadership roles at Nutmeg and WorldRemit. Tapas reflects on the design-led rebrand and repositioning of Nutmeg that helped pave the way for its acquisition by JP Morgan Chase and what it means to shape a brand within a financial giant while retaining startup spirit.He talks about the emotional power of design, the thrill of pulling off the “magic trick” of visual storytelling, and how brand psychology influences consumer behavior – the emotion in brand connection, the impact of micro-moments like a smile or a nod, and why experiences, before, during, and after are the future of marketing.From telecoms to fintech, across continents and cultures, Tapas opens up about what makes brand work meaningful and how curiosity, adaptability, and a passion for deeper symbolism have shaped his path. Whether you're into branding, creative strategy, or global career pivots, this episode is full of insights and inspiration.Tune in and hear why great design is more than decoration: it's transformation.

In this episode, Gordon welcomes Scott Redick, Managing Director of Retail Acquisition Strategy and Integration at Charles Schwab. Scott shares how his career—spanning top creative agencies like Heat (now part of Deloitte), Isobar, DDB, and beyond evolved from journalism and PR into a unique strategy role at one of America's most trusted financial institutions.They explore how Scott's nonlinear path—from early influencer marketing to brand strategy shaped his creative thinking.What it means to answer the question: "What will we be talking about in six months?" and how that differs inside a brand vs. agency world.His role in orchestrating Schwab's cross-channel messaging and his work on internal creativity initiatives and nontraditional activations.Scott reflects on building a career that blends curiosity, creativity, and strategic foresight and quietly crafting what might just be his dream job.They also dive into the rise of experience-driven marketing with brands like Alamo Drafthouse, where watching a movie with surprise scuba divers becomes a brand story you never forget.It also gets personal: Scott shares how a sci-fi comic book project came to life with the help of AI as a “thought partner,” why the future of creativity might be more collaborative than we expect, and what we can learn from drum machines and the drummers who embraced them.Tune in for an honest and insightful conversation about planning, innovation, and the human side of brand strategy.

In this episode of Spikes Excitement Talks, Gordon sits down with Gina Roughan, Head of Branded Social at Compare the Market—home of the legendary Meerkat campaign. Originally from Durban, South Africa, Gina shares her journey from growing up around journalism to building standout brand content in the UK.Gina reflects on her early career as a music editor in post-apartheid South Africa, her transition into advertising, and her deep-rooted love for storytelling—whether in long-form journalism or sharp, impactful short-form social content. They explore her formative roles at Weight Watchers, Channel 4 Food, and Tesco, and how food, emotion, and culture shaped her creative approach.Plus: Gina shares her personal career highlight — a donut collab featuring Sergey the meerkat — and makes the case for a future where storytelling, silliness, and smart tech coexist. From the thrill of innovation to the dangers of robotic storytelling, Gina brings a sharp, thoughtful lens to the rapid changes shaping marketing today.Tune in, if you're excited or even a little nervous about where AI is taking creativity.

In this episode, Gordon sits down with David Jacobson, Global Senior Director of Segmentation and Culture Insights at The Coca-Cola Company. From his early days handing out flyers for a Portland bar to helping shape the cultural footprint of one of the world's most iconic brands, David shares a fascinating journey through storytelling, innovation, and insight.An expansive conversation on how advertising has shifted from placing ads to crafting experiences. David shares insights from his time at Publicis Sapient, ChiatDay, and Coca-Cola, reflecting on the industry's transformation from standardized campaigns to platform-specific storytelling and cultural engagement. They dive into the evolution of experiential marketing, the rise of influencer collaboration, and why creating content fit for platform and fit for audience is more crucial than ever. David also discusses the importance of loosening brand control to allow authentic, creator-driven narratives to emerge—without losing sight of values and strategic guardrails.From early digital campaigns to the future of AI-powered personal assistants, this episode unpacks what it means to stay relevant in a world where behavior, technology, and media consumption are constantly shifting. Plus, hear how mentors and creative leaders like Lee Clow, Adam Morgan and Darren McCall shaped David's thinking around brand, storytelling, and strategy.Tune in for a refreshingly human take on marketing in the age of machines.

In this episode of Spikes Excitement Talks, Gordon dives deep into the eclectic and inspiring journey of guest Michael Gross, a music supervisor and creative force who's left his mark at some of the most influential names in advertising and tech—TBWAChiatDay, Droga5, Google, Twitter, and now as a partner at Squeak E. Clean Studios.Michael shares how his first break came not through a CV but through water polo—a sport he played at UC Berkeley—which surprisingly opened the door to a job at TBWAChiatDay. From there, we follow his path from production coordinator to becoming the go-to music guy at the agency, simply by noticing that no one was opening the endless stream of promo CDs and deciding he would. What started as a side hustle turned into live concerts on the agency basketball court and supervising million-dollar music licenses for global campaigns.They explore the evolution of the music supervision role, the inspiring culture under advertising legend Lee Clow, and how Michael carved a hybrid path that blurred the lines between producer and creative. You'll hear about the power of surf culture in shaping his creative ethos, his time in London leading music at AllSaints, and the moments of professional jealousy that come with deep admiration for peers in this tight-knit community.Tune in to hear why music is not just part of the ad – sometimes, it is the ad and how Michael's story is a masterclass in staying curious and creating your own role.

In this episode of Spikes Excitement Talks, Gordon sits down with Donata Peksa, Head of Brand Experience at HSBC, one of the world's most recognized banks. With over 15 years at HSBC and a rich background that spans economics, marketing, and international roles, Donata brings a unique perspective on navigating brand leadership through organizational transformation.They talk about her journey from a PhD in economics to building global brand campaigns, why airport ads first drew her to HSBC, and how brand work thrives in times of change. Donata also reflects on the mentors and thought leaders who shaped her path and shares how a "squiggly career" became a source of strength rather than doubt.Furthermore they dive into real-world examples of how humor, authenticity, and empathy drive connection.Donata also reflects on brand envy and admiration—from the consistent values-driven work of Dove to the multi-sensory genius of MasterCard. The conversation ends up with a powerful look into the future of marketing: creator culture, digital fatigue, and the rising need for brands to offer not just innovation, but reassurance and optimism in an overstimulated world.Tune in for insights on challenger mindsets, brand storytelling in uncertain times, and the value of embracing nonlinear growth.

In this episode of Spikes Excitement Talks, Gordon welcomes Ewelina Kawnik, Regional Marketing Director for North Region at EssilorLuxottica – the powerhouse behind iconic brands like Ray-Ban, Oakley, Prada Eyewear, and more. With an impressive career spanning nearly two decades in giants like Unilever and Heineken, Ewelina shares what it's like to pivot into a completely new industry — from global beer campaigns to high-fashion eyewear and vision innovation.Ewelina opens up about what drew her to marketing in the first place: the unique blend of logic and intuition, psychology and creativity, empathy and business acumen. They talk about the difference between B2C and B2B marketing, the importance of cross-functional collaboration, and how marketing can truly improve lives — especially when it's about helping people see better.Ewelina's journey is driven by relentless curiosity and a passion for meaningful impact. She also shares the brands she admires most, what she's learned from working in both sales and marketing, and why empathy might just be the secret superpower of great marketers.They wrap up by looking ahead: the future of marketing in an AI-powered world, the role of personalization, and how emerging technologies will reshape how brands connect with people.Tune in for an interesting conversation about  brand building, creativity, and the energy that comes from trying something new.

In this episode of Excitement Talk, Gordon sits down with Terry Seitz, whose career spans two decades across top agencies like IPG, Grey Group, PhD, and a transformative 12-year run at Visa as Vice President of North America Marketing. Terry shares his journey from aspiring artist to marketing leader, weaving through agency life, multicultural marketing, media strategy, and business school. They explore how marketing has evolved from pure creativity to a "mad scientist's" search for truth, blending creativity with data and behavioral science. Terry reflects on key lessons learned from inspiring mentors, the importance of freedom paired with accountability, and how the discipline continues to change in thrilling ways. Looking ahead, Terry shares what excites him most about the future: embracing the endless curiosity of the "mad scientist" mindset, thoughtfully navigating the promises and pitfalls of AI in marketing, and rebalancing the perceived divide between brand building and performance marketing into a more holistic, integrated approach.Tune in for a conversation full of energy, wisdom, and inspiration for anyone passionate about the art and science of marketing.

 In this episode of Spikes Excitement Talks, Gordon sits down with David Rosenberg — CMO / CXO, a brand builder and innovation strategist whose career spans from the golden era of ad agencies to the cutting edge of Amazon Health, currently leading the product management.David's journey is anything but conventional: from early days at JWT and LBI to launching a startup in the wild west of digital advertising, to redefining fan engagement in the gaming world and managing the brand identities of pro athletes. They unpack the throughlines in David's path — a relentless curiosity, a love for systems (and breaking them), and a deep belief in the power of stories to shape both products and perception. David shares why gaming was his creative playground long before it became mainstream marketing, what it means to work in ecosystems instead of silos, and how he's now bringing product and brand together in the health space. They also explore the emotional craft of marketing, the importance of being “multi-lingual” across culture, tech, and storytelling — and what happens when you stop playing by the old rules and start building your own game. Tune in to hear, how brand lives inside products and why the most powerful moves in marketing often start with a simple question: What if?

In this episode of Spikes Excitement Talks, Gordon is joined by Janice Pollard — Fractional CMO and a powerhouse in the world of brand storytelling and marketing Janice has shaped narratives for some of America's most iconic brands. They dive into Janice's early fascination with advertising sparked by a 60 Minutes feature, her first steps in the agency world, and the bold moves that propelled her into creative leadership. Along the way, she shares the lessons learned from fearless mentors, the thrill of riding the wave from traditional to digital marketing, and why data — paired with gut instinct — is the secret weapon in today's boardroom.They also explore what it takes to truly move people with marketing, the power of emotional storytelling, and why some brands still manage to hit us right in the feels. And of course, Janice shares her take on where the industry is heading — from the rise of AI to the growing need for strategic, human-centered leadership.Tune in to hear why the future of marketing may be powered by machines, but still belongs to bold, curious storytellers.

In this episode, Gordon sits down with Ard Bossema,  CMO, Director of Marketing & Strategy at Asahi Europe & International. Ard brings a wealth of experience from the world of beer, brand building, and international marketing—alongside stories from Unilever, SAB Miller, and personal aha moments.They dive into the “good old school” of marketing at Unilever and how beer brands help shape real memories, what great marketing has in common with old Italian grandmas and why brands, people and execution – in that order – really matter.Ard also opens up about the balancing act between long-term brand building and short-term performance. He reflects on lessons from a numbers-driven mentor and how performance ultimately enables creative freedom. They discuss how marketing isn't just about sales or brand—it's about understanding the full journey from shopper to drinker, and why aligning across functions matters more than ever.Looking ahead, Ard shares his excitement for the future of marketing—from AI and data making us sharper and more accountable, to the evolving world of beverages and non-alcoholic trends as well as exploring the marketing potential in the renewable energy space.Tune in for a conversation about strategy, creativity, evolution and find out why even alcohol-free beer can taste like a win.

In this episode of Spikes Excitement Talks, Gordon and Simon Walter, Chief Strategy Officer at Project A Ventures, dive deep into the concept that innovation is the only solution we have. Simon emphasizes that innovation doesn't just happen within companies, but within ecosystems, where diverse players like startups, universities, investors, and consultancies come together to drive change.Simon shares his journey from the world of advertising to working with early-stage founders, highlighting that his fascination lies in working with people who have different backgrounds, and how this diversity fuels creativity and growth. He reflects on his own decision to leave big brands, despite having worked on iconic campaigns for companies like Apple, Mars, and Adidas—because he realized that if you are a strategist, you don't have to stop where advertising ends. This shift led him to explore how strategy and creativity can intertwine in the business world beyond traditional marketing.They also discuss how working with early-stage founders is a particularly exciting challenge—for Simon, it's about shaping the business and its values before even thinking about the branding.Tune in for an engaging conversation on how innovation thrives in ecosystems and why the future of marketing is about creating more than just campaigns—it's about reshaping industries through collaboration, creativity, and curiosity.

In this episode of Spikes Excitement Talks, Gordon chats with Elena  Taraskina Ohannessian, Head of Brand & Communication at Octopus Energy France. From Unilever to L'Oréal to co-founding her own branding agency, Elena's journey is full of bold moves, emotional marketing, and plenty of unexpected turns. She shares what it was like to go from being the “Queen of Meatballs” at Unilever—where consumer-centricity and rationality ruled—to the emotional universe of L'Oréal, where choosing the right flower for a product label could mean endless rounds of creative debate. Eventually, she left the world of cosmetics after six years of brainstorming new ways to say wrinkle without actually saying wrinkle.That led to launching a branding agency with a former colleague—without a business plan, without pricing strategies, but with a whole lot of passion. From swimwear to caviar to price comparison platforms in the US, Russia, France, and the UAE, she threw herself into it all. One highlight? A three-day inspiration sprint with Future London Academy, learning from Duolingo, Monzo, and Pentagram—where a session on “coding in branding” turned out to be the most mind-blowing of all.Elena also reflects on what makes Octopus Energy truly unique—from a culture where everyone does customer service to a bold brand identity featuring a pink octopus that customers genuinely love. It's where her past experience with consumer insight, emotional storytelling, and detail-obsession all come together.She explains how true brand magic happens when consumer centricity meets the unexpected. And when asked about the future—what excites her most? Her answer: “The unknown.” Tune in for a conversation full of insight, humour, and inspiration—from beauty aisles to tech-powered energy, with a whole lot of heart in between.

In this episode of Excitement Talks, Gordon sits down with Luke Forshaw, Head of Brand Marketing UK at Back Market. Luke shares his journey through the world of marketing, from early aspirations of becoming a writer to working with some of the most iconic brands, including Apple, Beats, and Universal Music.They explore the evolution of consumer behavior—how buying second-hand went from niche to mainstream, and how refurbished tech strikes the perfect balance between affordability, sustainability, and quality assurance. Moreover Luke reflects on his time working with Apple, a brand that redefined innovation and marketing, and how his current role at Back Market is about challenging the status quo in a positive way.Furthermore they are discussing the future of marketing, the role of creativity in an industry often driven by data, and why brands need to foster genuine connections with their audiences in an increasingly cluttered digital world. Tune in for an insightful conversation about sustainability, branding, and the ever-changing landscape of consumer expectations.

In this episode of Spikes Excitement Talks, Gordon sits down with Adam Morgan, Founder and Chair of Eat Big Fish and a pioneer of challenger brand thinking as Brand and Marketing Consultant. They dive into what it truly means to be a pirate in the navy—how to push boundaries within large organizations without unleashing chaos.Adam shares insights on structuring challenger cultures, drawing from 26 years of experience advising brands. From the Oakley founder's goosebumps-inducing storytelling to the unexpected lessons challenger brands can learn from educators and TV producers, this episode is packed with thought-provoking insights.They also tackle a pressing issue in marketing today: dullness. With data showing that being dull can cost brands millions, Adam explores why creativity and strategic inventiveness are more essential than ever. The conversation spans AI in fintech (including an unusual musical experiment on tax services), the fear of the ‘Poonami,' and how insights should be expressed as behaviors rather than slogans.Additionally, they discuss how humor and surprise can break through even in traditionally dry industries like insurance. They explore standout brand experiences—such as Amazon's seamless customer service and the emotional impact of a simple beer moment shared across generations—showing how the smallest insights can create the biggest connections.Finally, they examine how AI might paradoxically fuel creativity by lowering the cost of experimentation, making it easier for bold ideas to get tested and approved. If AI can convince a fintech startup to create a tax musical, what else might be possible?Tune in for a lively discussion on breaking free from mediocrity, challenging the status quo, and learning from unlikely places to drive impact in 2025 and beyond.*Eric Koivisto is also joining this episode as a third voice. 

In this episode of Spikes Excitement Talks, Gordon sits down with the brilliant Lucy Jameson—strategist, agency founder, and one of the most respected voices in the industry. Lucy shares how she stumbled into advertising simply because it started with an “A” in the Oxford career guide, and how that serendipitous choice turned into a lifelong passion and career.From her early days at the legendary BMP (later DDB), learning under industry greats to becoming Head of Planning at an unusually young age, Lucy reflects on what it means to truly care about the work—and how that mindset led her all the way to Global CSO at DDB.She opens up about the highs and lows of leadership, the art of winning pitches, and why she believes great strategy is about building brands that deserve to exist.Lucy also shares how her creative partnership with Nils Leonard sparked a bold leap: founding Uncommon London to do exactly that—create brands people genuinely care about.From econometrics to emotion, from spray-on safety paint to brand purpose, this is a conversation packed with insight, wit, and rare honesty about what it really takes to shape work that matters.Tune in for an inspiring journey through creativity, resilience, and the power of building things that matter.

In this episode of Spikes Excitement Talks, Gordon sits down with Lisa Steinhauer, Head of Customer Experience and Digitalization at BMW, to explore how digital transformation is reshaping one of the world's most iconic automotive brands. Lisa shares why India is the most exciting market on the horizon, how working across diverse regions—from Chennai to Cape Town—offers a new lens on customer behavior, and what Germans often misunderstand about global markets.They dive into the shift from bespoke car buying to digital-first platforms, why platform simplicity is a thrill rather than a constraint, and how BMW is driving transformation as a united team across continents. If you're a German professional looking to build an international career, Lisa's insights on navigating global complexity with local sensitivity are a must-hear.Tune in for an energizing conversation about innovation, culture, and what it really takes to create meaningful customer experiences in a rapidly evolving world.

In this episode of Spikes Excitement Talks, Gordon sits down with Florian Scheiblbrandner, Head of Insights & Creation at Allianz. With a career spanning photography, brand strategy, and creative leadership—across industries as diverse as lingerie and insurance—Florian shares his unconventional journey through the world of marketing and innovation.They explore the intersection of creativity and data, the power of capturing moments rather than controlling outcomes, and why the best marketing goes beyond KPIs to create true impact. Florian also reflects on his inspirations, from Oliviero Toscani's bold storytelling to the craftsmanship of Leica, and why he believes the future of marketing lies in breaking free from over-engineered content.Tune in for a thought-provoking discussion on curiosity, creativity, and the evolving role of brands in an unpredictable world.

In this episode of Spikes Excitement Talks, Gordon sits down with Rob Bagot, founder of Story Machine and former Global Chief Creative Officer at McCann. With a career spanning some of the most legendary agencies—including Goodby Silverstein & Partners, Ogilvy, and Hill Holliday—Rob shares his incredible journey through the world of advertising, from writing for Apple at BBDO to leading creative for global brands.They discuss the power of curiosity, the lessons Rob learned from working with industry icons like Jeff Goodby, and why great advertising starts with getting inside people's heads. Rob also reflects on the changing role of creativity, the future of AI-driven storytelling, and why he believes advertising should be a humanist profession that adds meaning to people's lives.Tune in for an unfiltered, insightful conversation about the craft of advertising, the evolution of brand storytelling, and why staying curious is the secret to staying great.

In this episode of Spikes Excitement Talks, Gordon sits down with John Constantinou, Head of Brand at Tesco, whose career has spanned some of the most iconic brands—from PlayStation and Electronic Arts to Orange and Tesco. With a passion for customer-centric marketing, John shares his journey from shaping global sponsorship strategies to leading one of the UK's biggest supermarket brands.They discuss the evolution of brand marketing, the power of curiosity in understanding customers, and how AI and personalization are transforming the industry. John also reflects on his time at EA and PlayStation, the lessons he learned from launching global sponsorship deals like the Champions League partnership, and why he made the move from gaming and telecoms to retail.Tune in for a deep dive into the future of brand-building, the intersection of data and creativity, and why great marketing always starts with knowing your customer.

In this episode of Spikes Excitement Talks, Gordon sits down with Karl Isaac and Valerie Carlson—two creative powerhouses with distinct career paths that have led them to the top of the industry. Karl, a former global brand leader at eBay and Adobe, has shaped the way brands tell their stories, while Valerie has made her mark as a top agency executive, driving creativity at scale.They discuss the dynamics of working in the same industry but from different angles, the power of nonlinear thinking in brand transformation, and why teaching and mentorship are at the core of their approach. From pushing creative boundaries to navigating the evolving role of AI in marketing, Karl and Valerie share their insights on what it takes to build brands that truly connect with culture.Tune in for an engaging conversation about leadership, innovation, and the future of brands in a rapidly shifting digital world.

In this episode of Spikes Excitement Talks, Gordon sits down with Christophe Poirier, Chief New Concept Officer at KFC, whose career spans leadership roles across Publicis, McCann, AIG, and Yum! Brands. With a track record of reinvention and bold decision-making, Christophe shares his journey from advertising to shaping the future of global brands.They dive into the mindset of disruptors, the power of saying yes in a world of corporate no's, and why embracing risk is key to making real impact. Christophe reflects on the importance of learning from failure, surrounding yourself with courageous people, and why brand-building is ultimately about creating excitement, not just hitting targets.Tune in for an inspiring conversation about leadership, innovation, and why a billion souls matter more than a billion dollars.

In this episode of Spikes Excitement Talks, Gordon sits down with Joe Goldberg, Head of Brand Strategy at Santander UK and a member of the bank's Global Brand Council. From his early days in politics and consulting to shaping brand strategy at major agencies like Engine UK, Joe shares his unique perspective on how brands win hearts and minds.They dive into his early marketing lessons at Mars, where he learned the power of brand design, emotional connection, and category-defining campaigns. Joe reflects on the evolution of banking as an emotional business, the challenge of keeping financial brands relevant, and why helping customers make better money decisions is the ultimate test of brand strategy.Tune in for an insightful discussion on the future of banking, the role of AI in marketing, and why brands that create meaning—not just awareness—are the ones that truly stand out.

In this episode of Spikes Excitement Talks, Gordon sits down with Gui Pasculli, Global Head of Culture and Partnerships at The Absolut Group. With a career spanning some of the most creative agencies—including BBH, 72andSunny, and Wieden+Kennedy—Gui shares his journey from client-side marketing at Unilever to shaping cultural impact for global brands.They discuss the power of brand storytelling, the importance of blending creativity with strategic rigor, and how Gui's background in both agency and client-side roles has shaped his approach to marketing. From launching Dove's Real Beauty campaign in Latin America to leading innovative brand collaborations at Malibu, Gui reflects on the projects that defined his career and the lessons he's learned along the way.Tune in for an insightful conversation about brand-building, cultural relevance, and why advertising should help people keep dreaming.

In this episode of Spikes Excitement Talks, Gordon sits down with Dr. Stephan Hausberg, former Head of Data Science and Business Analytics at 1&1, now embarking on an entrepreneurial journey. Stephan shares his unconventional path from earning a PhD in mathematics to becoming a leader in data-driven decision-making, and why he recently took the leap into the unknown to explore new opportunities in AI, analytics, and beyond.They discuss the power of data to reveal hidden insights, the art of solving complex riddles, and how businesses can bridge the gap between data and action. Stephan also reflects on the intersection of math and sales, the mentors who shaped his thinking, and his passion for making AI more accessible for small and medium-sized enterprises.Tune in to hear Stephan's thoughts on the future of data, the lessons from his career shift, and why curiosity remains his greatest driver.

In this episode of Spikes Excitement Talks, Gordon sits down with Christof Baer, Head of Performance Marketing at Kimberly-Clark, to discuss the evolution of media, the power of marketing effectiveness, and the future of connected brand experiences.With over two decades at Kimberly-Clark and a career that started at Unilever's prestigious trainee program, Christof shares his insights on building strong brands, breaking down silos in marketing, and why the fundamentals of consumer behavior remain unchanged despite the digital revolution. From leading media strategies for iconic brands like Kleenex and Andrex to navigating the complexities of modern advertising, Christof reflects on the intersection of creativity, data, and behavioral science.Tune in for a conversation on the shift from traditional to digital-first marketing, the role of integration in driving brand success, and why the future of marketing lies in better connections—not just better data.

In this episode of Spikes Excitement Talks, Gordon sits down with Dan Cunningham, Global Head of Brand Marketing at Berghaus, to discuss reviving iconic brands, navigating the intersection of performance and lifestyle, and the future of creativity in an evolving digital landscape.Dan shares his journey from agency roles at Saatchi & Saatchi, Adam&EveDDB, and Dark Horses to leading the brand transformation at Berghaus—a brand with over 50 years of heritage in the outdoor industry. They explore how Berghaus lost relevance over time, the strategic pillars behind its comeback, and why credibility, culture, and inclusivity are central to its resurgence. From redefining outdoor gear for women to collaborating with Liam Gallagher and expanding the Berghaus Adapts initiative, Dan explains how the brand is not just selling gear but shaping outdoor experiences for a broader audience.Tune in for a conversation on the power of staying true to brand DNA, the evolving role of marketing beyond advertising, and how AI and digital transformation are redefining creative industries.

In this episode of Spikes Excitement Talks, Gordon sits down with James Lancaster, Brand and Marketing Review Leader at IKEA, to discuss global brand consistency, cultural contrasts, and the evolving role of branding in today's world. With a career spanning agency roles at Brandhouse and CBA, global brand leadership at Reckitt, and now IKEA, James shares his perspective on navigating the balance between strategic alignment and local market adaptation across IKEA's diverse global footprint.They explore how IKEA maintains its unmistakable Swedish identity worldwide, the company's first-ever major global brand alignment initiative, and the importance of amplifying what makes a brand truly memorable. James also reflects on the contrast between fast-moving, competitive corporate environments and IKEA's values-driven, consensus-oriented culture, and what it takes to balance psychological safety with performance-driven ambition.Tune in for an insightful discussion on branding as a force for positive change, the role of empathy in business, and why staying true to a brand's purpose is more important than ever in an increasingly complex world.

In this episode of Spikes Excitement Talks, Gordon sits down with Dr. Juliane Apel, Head of Brand Marketing and Market Research at Yellow, the German energy provider known for shaking up a traditionally conservative industry. With a background spanning 15 years in agencies before making the leap to the client side, Juliane shares her unique perspective on bridging strategy and creativity. They explore her journey from studying media design to leading brand transformation, her philosophy on connecting brand strategy to execution, and how Yellow has maintained its distinct creative edge even in a complex industry. Juliane also reflects on her experience navigating the energy crisis, why 80% of strategies fail in execution, and the lessons she's learned from both agency and corporate environments. Tune in for insights on brand differentiation, the evolving role of agencies, and the future of marketing in an AI and social-first world—as well as Juliane's personal inspirations, from Sony's iconic campaigns to the role of next-generation consumers in reshaping brand communication.

In this episode of Spikes Excitement Talks, Gordon sits down with Suzanne Powers, Founder and CEO of Powers Creativity and former Global Chief Strategy Officer and President at McCann Worldgroup. With a career that has shaped some of the most iconic agencies—including TBWA, Crispin Porter + Bogusky, and McCann—Suzanne shares her journey through the world of brand strategy, creative transformation, and what it truly takes to power creativity. They explore the impact of disruption as a strategic tool, the importance of embedding creativity at every level of an organization, and how brands can create culturally resonant work. Suzanne also reflects on the evolving creative landscape, why the best strategies are never built in isolation, and how bold thinking can drive meaningful change. Tune in for an inspiring conversation on the future of creativity, leadership, and why starting a “selfish company” might just be the best career move.

In dieser deutschen Special-Folge des Spikes Excitement Talks, spricht Host Gordon mit Tim Alexander. Tim ist CMO bei der Deutschen Bank und hat eine gemeinsame Vergangenheit mit Gordon bei der Agentur Grey. Die beiden sprechen über Tims Karriereweg zu seiner aktuellen Position und den aktuellen Brand-Turnaround bei der Deutschen Bank.

In this episode of Spikes Excitement Talks, Gordon sits down with Alexander Ewig, Senior Vice President of Marketing and Sales at AIDA Cruises. With a career spanning from founding a digital agency in the early days of the internet to leading marketing and sales at major brands like MediaMarkt-Saturn, Alexander shares his unique journey into the industry and how it shaped his innovative approach to brand leadership. They discuss the synergy between marketing and sales, the complexities of the cruise industry, and the joy of working in a business that sells happiness—helping people enjoy the best time of the year. Alexander also delves into the exciting potential of AI, from revolutionizing customer service to transforming creative production, while reflecting on the enduring importance of human connection in shaping memorable experiences. Tune in to hear Alexander's insights into navigating the challenges of modern marketing, the brands he admires, and what excites him most about the future of the industry.

In this episode of Spikes Excitement Talks, Gordon sits down with Dave Cobban, former General Manager of the Nike Adventure Club and now a partner at Spikes in the U.S. Dave reflects on his remarkable journey from working as an auditor at KPMG to a leadership role at Nike, where he spearheaded groundbreaking initiatives in sustainability, marketing, and entrepreneurship. They dive into Dave's transition from marketing to building innovative subscription services, his passion for blending logic and creativity, and how he helped create a culture of innovation at Nike. Along the way, Dave shares fascinating insights into consumer behavior, the future of loyalty-driven businesses, and the power of small acts of generosity in building meaningful relationships. Tune in to hear Dave's thoughts on the evolving relationship between technology and humanity, why asking the right questions matters, and what excites him most about the future of marketing and innovation.

In this episode of Spikes Excitement Talks, Gordon sits down with Jae Goodman, CEO and Founder of Super Connector Studio and former Chief Creative Officer of CAA Marketing. With a career spanning iconic agencies like Wieden+Kennedy and creative ventures at CAA, Jae shares his insights into the evolution of advertising, branded entertainment, and the art of creating content that attracts rather than interrupts audiences. From his groundbreaking work on campaigns for Chipotle and Nike to spearheading initiatives like the Effies-Can Lions merger, Jae reflects on the people and principles that have shaped his approach to marketing and creativity. They discuss the challenges of blending creativity with measurable effectiveness, the importance of fostering diversity in the industry, and Jae's vision for the future of brand entertainment. Tune in for a masterclass on innovation, collaboration, and the enduring power of storytelling in marketing.

In this episode of Spikes Excitement Talks, Gordon sits down with Gunnar Droescher, Vice President of Bombardier Programs at Rolls-Royce. Gunnar shares his fascinating journey from consulting at P3 to leading key aerospace projects, offering unique insights into one of the world's most safety-obsessed and innovation-driven industries. They dive into the complexities of managing technical programs, the collaboration required for creating jet engines with over 10,000 components, and how safety transcends competition in the aviation sector. Gunnar also reflects on the challenges of decarbonizing aviation, the role of sustainable aviation fuel, and how Rolls-Royce is shaping the future of the industry. Tune in to discover what excites Gunnar about the future of aerospace and how his experiences in international teams have shaped his leadership philosophy.

In this episode of Spikes Excitement Talks, Gordon sits down with Nina Mack, Head of B2C Brand Communications at Magenta Telekom in Austria, for an engaging conversation on the art and science of brand communication. Nina shares her journey from working at Red Bull and top agencies to leading teams in the telecom industry, revealing how her background in media studies and a passion for big brands have shaped her career. They discuss the challenges of controlling brand narratives, the evolving role of collaboration in marketing, and the balance between creativity and simplicity. Tune in to hear Nina's thoughts on the future of marketing, the power of curiosity, and why she believes in finding the “golden nuggets” in every campaign.

In dieser deutschen Special-Folge des Spikes Excitement Talks, spricht Host Gordon mit Michael Schuld. Michael ist CMO bei MediaMarktSaturn Retail Group und hat eine gemeinsame Vergangenheit mit Gordon bei der Telekom. Die beiden sprechen über Michaels Karriereweg zu seiner aktuellen Position und was Ihn in seinem Leben begeistert.

In this episode of Spikes Excitement Talks, Gordon sits down with Ethan Decker, President of Applied Brand Science, for a lively discussion on the intersection of science and marketing. Ethan shares insights from his journey through renowned agencies like Crispin Porter and 72andSunny, and how his background in urban ecology informs his approach to brand strategy. They dive into the power of curiosity, the importance of understanding marketing laws versus levers, and the role of science in guiding creative decisions. Tune in to hear Ethan's thoughts on industry trends and his unique perspective on what excites him about the future of marketing.

In this episode of Spikes Excitement Talks, Gordon dives into a fascinating conversation with Armin Haery, Global Brand Director at Kao for John Frieda. Armin shares his journey from a budding interest in advertising to a 19-year career at Kao, revealing the company's unique culture of respect and harmony. They discuss the art of building brands, the challenges of standing out in competitive markets, and the transformative power of bold, creative marketing. Tune in to discover how Armin is on a mission to shake up the hair care industry and bring excitement back to this deeply emotional category.

In Excitement Talks #19, Gordon chats with Iskra Velichkova, Head of Brand at Kleinanzeigen. They explore Iskra's journey from journalism in Bulgaria to her current role, where she led the exciting rebranding of Kleinanzeigen after its separation from eBay. Iskra shares her insights on the evolution of marketing, the unique culture at Kleinanzeigen, and how marketing can drive societal change, using examples like the shift towards sustainability at Burger King. Join them for an engaging conversation on creativity, brand transformation, and the future of marketing.

In Excitement Talks #18, the host interviews Steve Walls CSO at Moon Rabbit, focusing on his insights into creativity and excitement in the industry. They discuss Steve's connection to the “planning university” and how he became a bit of a LinkedIn star. The conversation delves into the evolving role of technology, such as AI in photography, and how it shapes the industry. Steve shares his enthusiasm for the future, highlighting the passion and responsibility of younger generations entering the creative fields. He emphasizes the importance of respecting audiences and avoiding superficial trends, advocating for a deeper, more meaningful connection in media and marketing. The episode wraps up with Steve's excitement about the industry's future, driven by fresh perspectives and a sense of responsibility.