Episode 03 // Culture or creativity: what comes first?
Download MP3In this episode recorded live on-stage at State of Social '24, Andrés is joined by global strategy leader Paula Bloodworth, WA’s most awarded creative of the decade, Berlin’s Richard Berney, and visionary creative leader and global creative director, Ken Leung.
Our panel of Alchemists explore the value brands can bring to cultural movements and vice versa, answering questions like:
- Where do brands fit in our fragmented, often polarised culture?
- How can brands tap into cultural or sub-cultural trends authentically and effectively?
- What role does creativity play in the ability of brands to lead or shape culture?
- How can we assess the potential of a creative idea to influence culture?
- Is it even possible for brands to create culture-shaping ideas? And are the risks worth it?
You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event.
For more information, visit www.stateofsocial.com.au.
Creators and Guests
Host
Andrés López-Varela
Andrés is a senior marketing leader, one of State of Social's best-rated speakers, and a proud cat-dad.
Guest
Ken Leung
Ken is a visionary creative leader that has led branding for the world’s largest fashion conglomerates LVMH and Fast Retailing. Most recently he was the Global Creative Director at UNIQLO driving designer collaborations with Jil Sander, Jonathan Anderson and The Louvre as well as overseeing teams in New York, Paris and Shanghai. He also previously led brand creative at DKNY, 3.1 Phillip Lim, Monocle Magazine and has worked with global cultural icons such as Roger Federer, Bella Hadid and Tyler the Creator.
Producer
Meg Coffey
Originally from Texas and now proudly Australian, Meg Coffey is a “Texstralian” known for her dedication, calculated risks, and exceptional communication skills. As the founder of State of Social, Australia’s largest digital marketing & social media conference, Meg is dedicated to keeping businesses ahead of the curve.
Guest
Paula Bloodworth
Paula’s experience is diverse, encompassing over 17 years and spanning across London, New York, Shanghai, Portland, Sydney, Tokyo, and Melbourne. She has worked across a wide range of categories and clients, with a particular emphasis on youth and sports brands.
Guest
Richard Berney
Richard is an award-winning Executive Creative Director, hopeful environmentalist, and founding partner of Berlin. In 2015 he was crowned ‘WA’s most awarded creative of the decade’ by Campaign Brief, but a recount showed that he was actually not. He says he doesn’t care, but his wife argues that this is also when the bedwetting began. Richard has won more effectiveness awards than any other creative on the West Coast, including the only Grand Effie and regularly ranks in the top 10 Executive Creative Directors Australia wide.
