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This week on The MCA Prodcast, Pat Murphy is joined by Asma Humayun, Founder and Global Creative Director of Shiny Toy Guns, Pakistan’s pioneering female-owned production company, now expanding into the UK. Asma began as an art director five days out of art school and rose to executive producer and partner, before building a body of work that includes Pakistan’s first Cannes Lions Grand Prix for Good and a Glass Lion for Change. In 2026 she became the first Pakistani filmmaker to sit on a Cannes Lions Film Craft jury while also speaking at the Festival. Asma talks candidly about being her family’s ‘black sheep’ - the only creative in a house of businesspeople - and credits her late mother, herself a poet whose own creative ambitions were shelved after marriage, with fighting to send her to art school instead of business school. That backing, she says, is what let her stay in an industry where she was often the only woman on a set of a hundred-plus men, in a country where more than half of girls never make it to school at all. A decade ago Asma set up Shiny Toy Guns because there were no women running production companies in Pakistan’s advertising industry, and no mentors for her to learn from. She built it as a platform for other women, deliberately hiring more of them onto every crew, and later founded Roar Collective to spotlight female creative talent worldwide. Asma recalls two films in particular, both made for Impact BBDO Dubai on little or no budget: the EBM Schoolgirl Newscasters, in which formerly illiterate girls took over a real prime-time news broadcast to campaign for girls’ education, and Pakistan’s first Cannes Lions Grand Prix winner, a film about child marriage that Asma partly self-funded and edited herself. She talks about the extra soul that comes from projects made with no budget to hide behind, and the feeling of watching a film she cut at her kitchen table play on the big screen at Cannes. Pat and Asma also get into why brands keep chasing scale over simplicity, her deliberate year inside MullenLowe Rauf to understand the agency side, and why - as a millennial who has already lived through the shift from film to digital - she isn’t remotely worried about AI. She closes with her advice to any young woman with talent but not yet the permission, money or connections: “Be brave. Have the courage to say what you want to say … don’t be afraid to be different.” See Asma’s favourite ad: Absolut Vodka – Absolut Cities Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates  |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast, Pat Murphy is joined by Mark Knowles, Global Solutions Officer at dentsu, where he sits at the intersection of media, content, technology, and innovation. Having begun his career in CGI and visual effects, Mark moved to New York in 2012 to launch the Americas arm of Taylor James. He later joined Tag, where he led creative operations across the Americas before becoming CTO following dentsu’s acquisition in 2023, building the AI-native Content Engine designed to transform how global content gets made. Mark and Pat consider the pros and cons of AI use in media production. Mark broadly agrees that the industry risks ‘scaling mediocrity’, producing a hundred forgettable variations instead of one great piece of work. His answer is ‘intentional human friction’. Because AI averages across everything and predicts the next token, it cannot produce the left-field idea that makes people stop. The human skill is knowing when to zig instead of zag, and the role of the production technologist is to design workflows that create space for that instinct rather than engineering it out. The conversation also covers the broken world of the RFP. Mark argues that most pitches he sees are procurement-driven, which means they prioritise comparability over creativity, becoming ‘a race to the bottom’. A great RFP, he says, should feel like a consultation: “This is us as a brand. This is where we want to go. How do we get there together?” He also gets behind Pat’s theory that production could become the operating system for marketing, pointing out that unlike media strategies or creative territories, production is the only part of the chain that delivers something physical. That is precisely why it is uniquely placed to act as the connective layer across creativity, media, commerce, and performance. See Mark’s favourite ad: John Lewis – Man on the Moon (2015)  Hosted by Pat Murphy   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast, Pat Murphy is joined by Mary Bekhait, Group CEO of YMU, one of the world’s most powerful talent management companies. Representing global names across entertainment, music, sport and business - from Ant & Dec and Graham Norton to Simon Cowell and Davina McCall - Mary has led a major transformation at YMU, turning it into a progressive, social-first, globally integrated talent powerhouse. Mary’s career journey began as a music journalist, before realising very early that what she really wanted was to be “in the room where talent made decisions.” A mention in Broadcast magazine’s 30 Under 30 list eventually led to her joining James Grant Management (later YMU) as a director. Her philosophy throughout: do whatever you’re doing brilliantly, add more than is expected, and the next opportunity unlocks itself. When Mary took the CEO role in 2021, the first thing she ran at was social media. YMU’s roster of established television talent weren’t fully capitalising on the opportunities social platforms offered. Mary invested in skills and infrastructure to help them make the shift, while simultaneously acquiring Gleam Futures, the UK’s pre-eminent social-first management company, bringing their entire team and client list into the YMU fold. The combination of legacy broadcast talent and digital-native creators has, she says, been phenomenally successful.  Mary is known for her leadership principles of clarity, courage and curiosity, and for turning them into concrete action. On empowering women, she argues that small incremental moves such as speaking up in a meeting or going for a promotion before you feel ready compound into real career momentum. She credits parenting with deepening her empathy and her capacity for active listening; qualities she now considers as important to business as speed.   See Mary’s favourite ad: Yves Saint Laurent – Opium (2000)   Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by Nick Manning, one of the most respected and influential voices in media transparency. Co-founder of Manning Gottlieb (now OMD), former CEO of OMD UK, and founder of independent consultancy Encyclomedia International, Nick has spent decades championing advertiser interests with a directness that has made him one of the industry’s most necessary voices.  Nick considers how the advertising industry has potentially lost its way. The conflation of ‘non-working spend’. with production is, he argues, one of the most damaging ideas in modern marketing: if the advertising you make is brilliant, every pound spent making it is working. What the industry has instead chased is performance through direct response and dashboard metrics at the expense of the kind of beautifully crafted material that actually builds brands.  Nick is also very outspoken about the lack of transparency in the industy and the Publicis acquisition of LiveRamp (which was announced the week of recording) gives Nick a live example. While industry commentary focused on what the deal meant for agencies and ad tech, Nick filed an article asking a different question: what does it mean for advertisers? The programmatic market has been inherently inefficient for advertisers for nearly twenty years, and moving money from one set of hands to another does not fix that. What it does do is concentrate more control of the advertising supply chain within a single holding group. He argues that the need for genuinely independent advisors, free of holding company structures, is now more crucial than ever. Nick is a co-founder of ‘Advertising Who Cares’ which is a grassroots movement set up to protect the advertising industry. It is not a campaign to return to the past, but a call to remember what great advertising actually does: build brands over time, and deliver returns that a performance dashboard cannot measure.  Outside the industry, Nick writes local history books for charity, is midway through a postgraduate diploma in Spanish and Latin American studies, and is never far away from a very bad pun.   See Nick’s favourite ad: Marston’s Pedigree – Team Portrait (1995) Hosted by Pat Murphy   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by PJ Pereira, co-founder and Creative Chairman of Pereira O’Dell and founder of AI-first creative lab SilverSide. A Brazilian-born creative leader, martial artist and novelist, PJ has spent three decades at the intersection of storytelling, technology and innovation. His branded entertainment series The Beauty Inside for Intel won a Daytime Emmy and remains one of the most influential pieces of branded content ever made. PJ details his creative philosophy rooted not in advertising, but in programming, writing and martial arts. As a shy kid in Brazil, all three felt like different expressions of a single impulse: subversion. Whether writing code with features it wasn’t supposed to have, or pitching ideas that broke every rule, PJ’s driving question has always been the same: how can I do this in a way it was never supposed to happen? He also reveals how he splits his identity deliberately across platforms: LinkedIn for business, Instagram for martial arts, TikTok for fiction, and why that discipline of detachment from a single label has kept him genuinely excited about advertising for 30 years. PJ is an AI optimist, but a specific kind. He argues that the industry is fundamentally misreading what AI is for. It isn’t an efficiency tool - it’s an ambition unlocker. He describes a client who killed a script for being too expensive, only for that same idea to be resurrected three months later when the technology caught up; and how AI now makes it possible to pitch the boldest idea alongside the safe one, because you can now afford to do both. On young talent, he’s equally direct: the story that AI has deleted entry-level jobs is, in his words, a lie - a convenient narrative invented by executives to justify mismanagement. At SilverSide, 22-year-olds in their first advertising job are already writing scripts and directing films. PJ also opens up about growing up in a religious cult in Rio de Janeiro, and how the experience gave him his ‘maybe’ creative philosophy - the belief that every idea deserves genuine consideration, regardless of where it comes from. He connects this to the human skills he believes will outlast the AI revolution: memory, emotion and taste. Not people skills in the conventional sense, but the capacity to read an AI’s infinite output and say, with conviction, “this is the one.” We can only do that, he argues, because we have fallen in love, been afraid, and had our hearts broken. The silicon chip will never understand what hunger and heartbreak is.   See PJ’s favourite ad: The Independent - Litany   Hosted by Pat Murphy   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by David Wheldon, President Emeritus of the World Federation of Advertisers (WFA). With a career spanning decades at agencies including Saatchi & Saatchi, WCRS, Lowe, BBDO and WPP before moving into global brand leadership at Coca-Cola, Vodafone, Barclays and RBS, David is one of the most respected and influential figures in advertising. He was appointed WFA President for the second time in March 2025 and is the recipient of an OBE and a Lifetime Achievement Award from The Drum. Pat and David explore what it really means to build brands from the inside out. From David’s formative years at Saatchi & Saatchi, where “nothing is impossible” was literally carved into the steps, to his time heading global marketing at Coca-Cola, where his first humbling discovery was that nobody in the boardroom talked about advertising. David shares how the leap from agency to client side fundamentally reshaped his understanding of what marketing is, and what it takes to be a genuinely great CMO.  David reveals the inside story of his five-year stint at RBS as part of what he calls the ‘clean-up team’, overseeing the rebrand to NatWest and working to rebuild public trust after the 2008 financial crisis. His guiding philosophy: ‘It’s hubris that got us into this mess. It’s humility that will get us out of it.’ He also reflects on whether banks have truly learned their lessons from the crisis. David approaches AI with optimism but clear-eyed caution. He argues that the big idea and the brand platform are more important than ever, pointing to MasterCard’s ‘Priceless’ campaign as a masterclass in a single advertising idea that has scaled across an entire business. But he warns that the industry isn’t being honest enough about the human cost of AI-driven change, and that job losses need to be part of the conversation. David also reflects on his return as WFA President; stepping up to defend the organisation’s mission of protecting commercial free speech in the face of a legal challenge brought by Elon Musk, and why his independence made him uniquely placed to take on the role.   See David’s favourite ad: V&A Museum – An Ace Caff with quite a nice museum attached.   Hosted by Pat Murphy   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

As 2025 comes to a close, we’re celebrating with a very special recap episode of The Prodcast, revisiting some of the most powerful insights and standout advice our incredible guests have shared over the past year.  Pat Murphy has had the privilege of sitting down with some of the brightest minds in the industry, exploring a wide range of topics — from the evolving role of the producer and the impact of sonic branding, to why being selective with your projects is more important than ever, and the rapid rise of creator marketing. In this episode, you’ll hear highlights from: ·      Ed East, founder of Billion Dollar Boy, breaking down how creator marketing really works, how success is measured, and how you can harness the power of creators in your next campaign.  ·      Steve Davies from the APA on the evolving role of the producer — and why producers are more essential now than ever before. ·      Nils Leonard of Uncommon Creative Studio on why turning down work can sometimes be the right move, plus their unconventional approach to making sure great ideas actually get made. ·      Simon Elms, ad composer, on the science behind sonic branding and why getting your audio right is absolutely critical.   Season 5 of The Prodcast will be launching very soon with loads more outstanding guests. Follow the show now, for free, so you don’t miss an episode.    Hosted by Pat Murphy   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by Simon Elms, Founder of Eclectic Music & Bark Soho. Simon is a multi-award-winning composer, arranger, and producer with over 30 years of experience spanning film, television, and advertising. In advertising specifically, Simon has crafted bespoke music for high-profile global campaigns for brands such as Coke, Ford and HSBC.Simon has developed a reputation for his musical insight, creative agility, and sonic precision. His original compositions and inventive sound design have earned industry recognition, including an International Emmy nomination. Simon and Pat explore the pivotal role music plays in advertising, and why it so often gets overlooked. Simon shares his frustrations over how sound is typically left to the final stages of production and argues for integrating composers much earlier in the creative process, recounting how true collaboration between agency, client, and music partner can yield not only better work, but smoother workflows.  Simon discusses the deep connection between music and neuroscience, explaining how sound can bypass rational thought to trigger powerful emotional responses. He highlights a quote from Sir Thomas Beecham — “the function of music is to release us from the tyranny of conscious thought” — to illustrate how music communicates directly with the subconscious, a concept long understood by composers and now backed by modern science. For this reason, Simon argues that imperfect, emotional tracks can often connect more deeply than overly polished ones. Simon also shares his view on the rise of AI in music production. Whilst he acknowledges that technology may displace some traditional roles, he sees it as a tool that, in the right hands, can empower more creativity and accessibility.   See Simons’s favourite ad: Hamlet - Wig     Hosted by Pat Murphy   **The MCA Prodcast is now available on YouTube. Click here to Subscribe** Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by Edward East, the Founder and CEO of Billion Dollar Boy. Since its inception in 2014 the agency has become a global leader in creator marketing, delivering integrated, creator-led advertising at scale for the world's leading brands. Ed talks us through the story behind BDB; back in 2014 Ed recognised something fundamental that many brands are only now beginning to grasp – creators aren't just media channels, they're storytellers, producers, and essential brand partners.What began as a simple database connecting PR agencies with bloggers has evolved into an award-winning creative social agency that's reshaping how global brands approach content creation. The results speak for themselves: Billion Dollar Boy was recently named Influencer Marketing Agency of the Year and works with prestigious clients like Versace, Loeuvre, and Burberry.  Ed explains how the production process differs when working with creators; how ideas are pitched, developed and brought to life, whilst simultaneously balancing creator freedom with brand messaging and expectations. Ed also reveals how creator marketing has democratised content production, making it ‘far faster’ and ‘far cheaper’ than traditional agency models while potentially delivering superior engagement. This explains why companies like Unilever are now allocating 50% of their advertising budgets to social media platforms – a major shift that validates Ed's early vision. Ed also tells us about his latest venture, the FiveTwoNine Creator Club which supports the broader creator economy through education, networking, and opportunity creation. See Ed’s favourite ad: Guinness – Snail Race    Hosted by Pat Murphy **The MCA Prodcast is now available on YouTube. Click here to Subscribe**   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy is joined by Nils Leonard, Founder of Uncommon Creative Studio. Nils has spent over 25 years in the advertising and design industry working across some of the most recognised agencies in London. Nils was voted into Adweek’s coveted Creativity 100 and was named The No.1 creative person in advertising globally by Business insider, and is listed as one of the Sunday Times 500 most influential people in the UK. Nils loves and values production. He describes it as the ‘literal distance between an idea and reality’ and explains that this understanding has reshaped his entire approach to creativity. Rather than prioritising process or placating stakeholders, Uncommon focuses relentlessly on output - even creating a "faff tax" that charges clients more if they haven't made anything within six months. "We've never had to use it, but it's defined the type of client that comes to us", Nils says. Nils is not only insistent on creating, but confident that past work is the best case-study and shop window your agency can ask for. Nils explains that the best clients approach Uncommon knowing their work, understanding their ethic and wanting them above any other creative partner.  Nils also explains how leadership and creativity are not mutually exclusive. As a lead creative for a company, you are effectively the leader of the business as the revenue comes from your creative output. As such, Nils argues, you should be party to the fee negotiations and you should have a full understanding of the business side. Also, Nils’ advice to all creators is to not be afraid to walk away from the wrong type of client or the wrong type of work. "When someone pays you for your time but not your work... they're actively stopping you doing something else that could change your life", he says. This selective approach has helped Uncommon achieve remarkable growth, including being named Agency of the Year in the US after just 12 months.  Nils shares his unique approach to sourcing talent too, and explains that many of his global offices have been opened and built around a talented individual that he wanted to welcome into the business. “You meet great people and think ‘I need to find a way to get them in the fold and I know good shit will happen'”. See Nils’ favourite ad: Macmillan Cancer Support – Whatever it Takes    Hosted by Pat Murphy   **The MCA Prodcast is now available on YouTube. Click here to Subscribe**   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks with Steve Davies, Chief Executive at the Advertising Producers Association, the trade body for UK commercial production, editing, post production and music and sound design companies. The aim of the APA is to create the best possible business environment for its members, addressing challenges and connecting them with opportunities.   Steve’s career began in law where he was partner at a London law firm, before moving into Sports Television. His media/law crossover career saw him work on the first pay-per-view sports deal with Sky and even act as Mike Tyson’s lawyer, negotiating his entry to the UK with the then Home Secretary Jack Straw!   Steve talks us through the changes he’s made at the APA to benefit their members; adding training, contractual advice, overseas marketing and business advice. Steve and Pat discuss the recent demise of Technicolour and Steve explains how the APA is trying to support its members by connecting those who lost jobs with new opportunities elsewhere. Steve also shared details of ‘Production Unplugged’, a new event hosted by the APA where brands can meet with potential production partners. The event is designed to build relationships, share knowledge, and drive real change in the industry. MCA is really proud to be sponsoring this event and you can find out more here.  Steve considers the changing production landscape and the evolving role of the producer. He argues that the producer role is often be misunderstood with a common perception being that they exist to service the needs to the director. Steve argues they are in fact a critical and valuable part of the creative process as properly understanding production is what allows magic to happen.   Most revealing is Steve's insight into what clients truly want from production partners. Forget awards and director reels – brands want case study proof demonstrating how you’ve helped similar clients achieve concrete business goals. Steve believes it’s this shift in focus from creative execution to strategic partnership that will determine which production companies thrive in the coming years.   See Steve’s favourite ad: Stella Artois – Ice Skating Priests    Hosted by Pat Murphy   **The MCA Prodcast is now available on YouTube. Click here to Subscribe**   Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

To mark the end of a really successful season 3, we bring you a very special episode of The MCA Prodcast as we look back on some of our favourite bits of advice that guests have given us over the last few months.  Pat Murphy has been lucky enough to sit down with some of the real shining lights in our industry and we’ve covered so many different topics; from creativity and storytelling, to leadership, nurturing new talent, technological developments and even exploring entirely new ways that we can connect with audiences. Exploring these topics and many more are: Doerte Spengler-Ahrens – Chairwoman of Jung von Matt and President of the Art Director’s Club (ADC)Upasana Roy – Global Creative Strategy Director at ReckittPhilipp Schuster – Agency Management and Marketing Partnerships Director from Bayer Consumer HealthSir John Hegarty – Co-founder and Creative Director at The Garage Soho & The Business of CreativityMark Benson – President of The Mill Kristen Cavallo – Former Global CEO of MullenLoweMatt Miller - President and CEO of the Association of Independent Commercial Producers (AICP)Paul Burke – Radio Copywriter and Producer  Season 4 of The MCA Prodcast will be landing in early 2025!  Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to President of The Mill, Mark Benson. Before the brands merged Mark was CEO of MPC Advertising – the Moving Picture Company - under whose leadership the organisation was transformed into a multi-award-winning global creative studio. Mark and Pat reminisce on their early days as runners, and how that shaped them for their future careers. Mark reflects on how client service was something that always fascinated him, and MPC’s commitment to clients and relationships was something that kept him at the business for 25 years! Mark also explains how MPC transitioned from working exclusively on ads, to later providing post-production services for big screen movie projects such as The Harry Potter franchise.   When discussing MPC’s merger with The Mill Mark says ‘the fundamentals haven't changed. We are all excited about how we go forwards into new markets and new areas of opportunity, predicated on talent, and a real understanding of what a narrative, what a story can be and how it's told’. Parent company Technicolour has the ambition to become the ‘world's largest creative visual arts company’ and Mark explains how that aspiration is being achieved, branching recently into new areas like The Sphere, 3D Billboards, live theatre and more. Mark reveals how projects like the upcoming Elvis immersive experience are setting new standards in storytelling by engaging audiences in unique and interactive ways.   Watch Mark’s favourite ad:  Ryan Giggs - Reebok  Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Lisa Lavender, MD of British Arrows which is the UK’s longest running and most prestigious moving image advertising awards. Prior to this Lisa was founder of The Traffic Bureau and CEO of Adstream UK. Lisa originally dreamt of being a choreographer but found her way into advertising, starting out as a production assistant. She talks us through how her career began, her temporary move to Canada, and how she launched The Traffic Bureau which was the first outsourced TV admin company in the UK. Hear how what began with a casual conversation later evolved into the sale of The Traffic Bureau to Adstream, with Lisa becoming CEO of Adstream's UK operations. From there, Lisa’s skill in nurturing exceptional talent and creating a happy, dynamic company culture left a lasting impact on her career.   Lisa talks us through the complexities of broadcast and business affairs. With so many channels and outlets, how can organisations stay on top of the various requirements in terms of clearance and rights management? Lisa explains that tech is helping hugely in this field and she suspects AI will also have a role to play.   Throughout her journey, Lisa emphasises the importance of mentorship and fostering diverse environments in advertising. She’s a powerful advocate for supporting new talent and has always strived to create opportunities and welcome new people into the industry, something that she is now especially proud to do in her role organising the Young Arrows awards. She considers how attitudes to work have changed through the generations and how ‘Gen-Z’ now demand a more healthy work-life balance – something we can all probably learn from!  Lisa and Pat discuss why creative awards like the British Arrows remain so vital in today’s advertising landscape and how the Young Arrows can celebrate the next generation of great storytellers and creatives. The awards are celebrating their 50th Anniversary next year and would love to hear from any organisation interested in sponsoring the events.    Watch Lisa’s favourite ad: Hamlet Cigars – Photo Booth     Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email

This week on The MCA Prodcast Pat Murphy talks to Global Managing Director at RSA (Ridley Scott Associates) Films Kai-Lu Hsiung. From reception to Production Assistant, Producer, and then Managing Director, Kai is a shining example of production meritocracy so is the perfect person to talk to about nurturing talent and developing creative careers. Now as Global Managing Director, Kai ensures that RSA maintains its place as one of the world’s leading production houses, and continues to create some of the most culturally transformative and influential creative across every medium.  In a world now dominated by AI and modern technology, what role do storytelling and human creativity still play? Kai shares her thoughts on this evolving landscape, using iconic advertisements like the Hovis Boy on the Bike campaign and the Samsung S23 film ‘Behold’ to illustrate how traditional storytelling meets cutting-edge technology. She recalls how the Samsung ad was shot entirely on a phone, but the production still required skilled craftspeople to ensure the lighting, sets, costumes etc were exactly optimal in order to get the perfect shot. She also recalls a wonderful story of how the Boy on a Bike ad came to be; a story that starts with Ridley Scott simply wanting to borrow a camera!  Kai explains how the Ridley Scott Creative Group distinguishes between it’s brands, with Black Dog Films being the younger, culturally relevant offering, RSA has a more over-reaching remit and Scott Free focuses on feature film work and commercials. Whilst distinct brands Kai emphasises the importance of being ‘stronger together’ and how sharing resources leads to better results of all the brands’ clients. “You'll get a better production if you can all work together to solve problems”, Kai says.  Kai and Pat discuss branded entertainment and content; how these ideas are forged and how they are developed. Kai describes branded content as being a ‘really interesting, fluid journey’ that you go on with your client, but it always starts with a need to fully understand the client’s needs and desired platforms.   As Chairwoman of the Young Director Award, Kai shares her views on how we can nurture young talent in the industry, spotlighting initiatives like the Aesthetica Film Festival and Nowness. Whether you're an aspiring filmmaker or an industry veteran, Kai's experiences and advice provide valuable lessons on balancing financial constraints with creative passions.   Watch Kai’s favourite ad: BMW – Beat the Devil    Hosted by Pat Murphy Connect with Murphy Cobb and The Prodcast: Murphy Cobb & Associates |  The MCA Prodcast  |  LinkedIn  |  Instagram | Email