The Bones of Advertising

A weekly ramble down the rabbit holes littering
the brand and advertising landscape.

Join us as we look for new perspectives and
something meaty to chew over.

BONE TO PICK S2 | #28

ADVERTISING CLANGERS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week, a look at the impact of hubris, ego and arrogance – some ads that should never have run and a sweeping apology. It’s all here. It’s all good.

BONE TO PICK S2 | #27

THE CAMPAIGN PALACE

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

The second in our series of Great Australian agencies, we take a look back at the magnificence that was The Campaign Palace. Arguably, the agency that defined advertising in Australia.

BONE TO PICK S2 | #26

QANTAS ADS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Prompted by the latest tear-jerker from Qantas, we look at a potted history of Qantas advertising from the ridiculous to the jingoistic to the sublime.

BONE TO PICK S2 | #25

THE GREATEST AD OF ALL TIME?

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week we take a look at some of the greatest ads of all time and ask ourselves, “But which one was the best?” A surprise at #1? You be the judge.

BONE TO PICK S2 | #24

SCIENCE (OF ADVERTISING)

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

We discuss the release of one of the most well-researched reports into the power of advertising for smaller brands. A must watch for anyone needing to maintain sales.

BONE TO PICK S2 | #23

BRAND RE-INVENTION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A little 20 minute snack on the bone of brand re-invention – looking at some great Aussie brands that have sought to reinvent themselves – or not. Join us. Go on.

BONE TO PICK S2 | #22

THE ECONOMIST ADVERTISING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A masterclass for aspiring writers this week. A look back in wonder at The Economist advertising and the genius of simplicity.

BONE TO PICK S2 | #21

THE GOOD, THE BAD AND THE RIDICULOUSLY GOOD LOOKING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week, a 20 minute ramble through a delightful mixed bag – the good, the bad and the ridiculously good looking. And a Matt LeBlanc ad. Join us for the fun.

BONE TO PICK S2 | #20

COVID COMMUNICATIONS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Have you noticed how COVID ads are appearing like a plague? Join us as we look at a couple of COVID related ads and wonder what advertising lessons we can learn from this bunch..

BONE TO PICK S2 | #19

AUSTRALIA’S GREAT ADVERTISING AGENCIES

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A return from a mid-year break marked by a look back at one of Australia’s great advertising agencies. Join us for a look at how Mojo gave Aussie advertising its voice.

BONE TO PICK S2 | #18

BEER ADS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Crack open a coldie and settle in for 25 minutes of beer ads, from the traditional to the humorous to the What Was That? Lots of lovely ads, and a few lessons to pull from the bones and chew over.

BONE TO PICK S2 | #17

BERNBACH – THE B IN DDB

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A special extended episode as we cast a spotlight over the Godfather of Modern Advertising Bill Bernbach, and try and separate the myth from the man.

BONE TO PICK S2 | #16

CODE FREE ADVERTISING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A different look at some different ads using different strategies. What can you do without distinct brand assets. Quite a bit as it turns out…

BONE TO PICK S2 | #15

DOES ADVERTISING LEAD CULTURE?

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join us for two minutes of sense and 10 minutes of ranting looking at whether or not “Advertising leads culture”. Warning. Includes cigarette ads – smoking not endorsed by this production.

BONE TO PICK S2 | #14

BUSY… BUSY… BUSY…

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Busy… busy… busy… then spend fifteen minutes listening to how to deal with being busy… remember to smile… then busy… busy… busy…

BONE TO PICK S2 | #13

GOING TOO FAR, OR NOT GOING FAR ENOUGH

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

What’s worse? Going too far and stretching a great campaign beyond good taste or not going far enough and wasting a great brand? Let’s find out…

BONE TO PICK S2 | #12

BRILLIANCE AND BULLDUST

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Brilliance and bulldust. The twin pillars of advertising. Join us for some interesting discussions around some very fine advertising.

BONE TO PICK S2 | #11

WHY BIG CORPORATES ARE LOOKING FOR SMALLER AGENCIES

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week we look at why big corporates are turning to smaller agencies. Could it be energy? Could it be accountability? Could it be a lack of complacency? Could it be something worth your while? Yes. Yes. Yes. Yes. Yes.

BONE TO PICK S2 | #10

HOW DOES AN AD GET MADE?

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week we answer the age old question, “How does an ad get made?” Apparently not with hope and bits of sticky tape. Join us for an in-depth-ish look behind the magic curtain of adland’s Hollywood.

BONE TO PICK S2 | #9

POINTLESS CONVERSATIONS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A seemingly pointless conversation about football, meat pies and Holden cars, and the value of some pointless conversations. Not all of them. Maybe this one. Maybe.

BONE TO PICK S2 | #8

ALPHAS VS BETAS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A quiet episode this week. Two overly-confident people celebrating the contribution of the betas in the room. What could possibly go wrong?

BONE TO PICK S2 | #7

EARLY BIRDS VS NIGHT OWLS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Late nights or early mornings? Our two heroes try desperately to find an answer to an age old question and just end up choking on one of the more annoying bones in advertising. Or any business. Early birds or night owls. Which one are you?

BONE TO PICK S2 | #6

USING ASSETS AGAINST BRAND

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

The great things about brand assets is they make brands easy to recognise. Which makes them ideal for competitors to reference a brand without referencing a brand. Join us for a lighthearted look at the dark side of brand assets.

BONE TO PICK S2 | #5

THE WISDOM OF YOUTH

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & NICOLA MAHONY

Join us and a special guest – the delightful, and much younger, Nicola Mahony – for a different perspective on advertising and what it takes to get a foothold in the business.

BONE TO PICK S2 | #4

GUESS THAT BRAND!

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

It’s a podcast. It’s a gameshow. It’s a podshow! It’s Guess That Brand! Fifteen minutes of confused looks, brand analysis and stupid laughs from two people who should know better.

BONE TO PICK S2 | #3

THE SUPER BOWL EDITION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

It’s Super Bowl Ad-day. After a deep dive into far too many Super Bowl ads, our heroes bring you nine of their favourites. And some stinkers. Grab a beer, and some cheese flavoured snacks and hunker down for 25 minutes. It’ll absolutely be worth it.

BONE TO PICK S2 | #2

THE PATIENCE OF SAINTS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join us for a rollercoaster ride, with a cast of two and a couple of cats, that swings between the commercial reality of advertising and the wild and crazy ideas people need to get their advertising noticed. And the need to remain calm through it all.

BONE TO PICK S2 | #1

THE CREATIVE BUBBLE

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

We’re back! We’re refreshed. We’re starting the year with a light-hearted look at the consequences of living in the marketing bubble. And look at two campaigns which really should not be running at the same time.

BONE TO PICK #34

SELLING CHRISTMAS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join us for our last episode of the year. A fun recap of the year and a look at some of the best Christmas ads of the year. And what’s that we hear? Could it be a hint of optimism for 2021?

BONE TO PICK #33

THE BEYOND MINDSET

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & PAUL TUCKER

A fantastic episode with Mr Paul Tucker, from Orange Business Services, talking sales and tech, lessons learned during COVID and a note of optimism for all businesses.
Check out Pauls article here

BONE TO PICK #32

GENDER AND ADVERTISING

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & BEC BRIDSON

This week we venture into the thorny territory of gender and advertising. Luckily, we have an excellent guide. The very excellent Bec Brideson joins us for a rolicking 20 minutes of educative, carefully considered thoughts. You’ll love it. Hungry for more? Visit: www.becbrideson.com

BONE TO PICK #31

REINING IN THE HORSEPOWER

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & BOBBY ZAGAME

This week we have the real pleasure of Bobby Zagame’s company. Join us for a look at how big ideas, and a commitment to the customer, helped a specialist brand overcome some massive COVID challenges. 23 minutes well spent.

BONE TO PICK #30

THE STORY

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & DAVE RATH

Head of Football Program at St Kilda, Dave Rath joins the boys for a look at brand story. Battling a dodgy internet, we look at growing an identity and the benefits of establishing a link between culture and strategy.

BONE TO PICK #29

BIG BUSINESS ONLINE

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & ALEISHA M^CCONNELL

Aleisha McConnell (realestate.com.au) guest stars as Aleisha McConnell! We chew over how a large online business stays a large online business through lockdown. Lessons for everyone. And a few laughs, just because.

BONE TO PICK #28

FOOD FOR THOUGHT

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & RABIH YANNI

This week, the magnificent Rabih Yanni from The Botanical Hotel joins the pod talking all things COVID, innovation and the benefits of truly understanding the customer. Not to be missed.

BONE TO PICK #27

NOT SO NORMAL

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & ZOE CARR

Join us for a not-so-normal pod with the fabulous Zoe Carr from Not So Normal Productions bringing a sense of intelligence and perspective to the normal chaos. A great chat about life and business in lockdown and how some people are taking a different approach.

BONE TO PICK #26

SIMPLE HUMAN TRUTHS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

A simple human exploration about the need for simple human truths. Like why people believe simple promises. How to make them work for you. And why Joe Biden’s dog might win him an election…

BONE TO PICK #25

THE ART OF ACCOUNT SERVICE

FEATURING: CRAIG M^CLEOD, JOHN DOUGLAS & GABRIELLE SOMERVILLE

Our first guest! And we needed help for this one! Account management and the joys of structure and the need for lists. Watch as an organisational black belt takes on the unruly chaos of the pod. Grab the popcorn and settle in for the duration.

BONE TO PICK #24

FUNNELS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week, we disappear down a funnel. The funnel. Looking at how, by understanding what happens when, you can be more effective with your messaging.

BONE TO PICK #23

ADVERTISING IN SPORT

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Sport and advertising. Do they go together like peaches and cream? Or peaches and anabolic steroids. Join our dynamic duo as they dauntlessly explore the dangers and benefits of advertising and sport.

BONE TO PICK #22

TRUTH

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week, our fearless friends grapple with the truth. It’s like watching a one-armed man trying to juggle greased bowling balls. 15 minutes of pure entertainment…

BONE TO PICK #21

RUMOURS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

I’ve heard a rumour that this is one of the best episodes yet. It’s just a rumour. But there may be a little truth in it. Join us as we chat through, Rumours in Advertising.

BONE TO PICK #20

TRADITION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Our customary ramble through one of the core ideas that creates cultures and strengthens bonds between staff and clients alike. Tradition! Tradition! (And not one mention of a fiddler on the roof.)

BONE TO PICK #19

PRODUCTIVITY

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

The secrets of productivity and the hidden traps for owners and managers who want to boost productivity. And tomatoes. Truss me on the tomatoes…

BONE TO PICK #18

COMMERCIALISM

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

The right side of the brain and the left side of the brain walk into a bar… some fantastic insights into the money side of the business. And a Clint Eastwood impression.

BONE TO PICK #17

BRAINSTORMING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week, we brainstorm the idea of brainstorming. Why it’s good, and why you should not be afraid of nuns.

BONE TO PICK #16

UNORGANISED & UNPREPARED

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

The podcast we were completely unprepared for, ironically, about turning up for a meeting unprepared. Is it possible to add value while totally flying blind? Let’s find out…

BONE TO PICK #15

DISTINCTIVE BRAND ASSETS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

15 entertaining minutes on distinctive brand assets. Like high horses and rabbit holes, we take a 15 minute romp through the landscape of codes in advertising. Two opinions and a bucketload of different perspectives. What could possibly go wrong?

BONE TO PICK #14

OPTIMISM

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Lockdown 2.0 and the need for optimism. Watch our intrepid duo take what should have been a clear path through a jungle of chaos and confusion and turn it into a superhighway of stupidity. We get there in the end. But only just.

BONE TO PICK #13

DEADLINES

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Two brave souls try to conquer Deadlines. We discuss the balance between productivity and fear. The difference between the Manager and the Creator. The glorious tyranny of productivity. All in 16:33 minutes. You can set your watch by that.

BONE TO PICK #12

THE BIG IDEA

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join our intrepid adventurers as they journey in search of the big idea: where does it come from, how do you get there and what do you do once you find one. Be warned: there are dangers here. And rabbit holes.

BONE TO PICK #11

ARGUMENTS IN AGENCIES

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Is there an argument for having better arguments? Join us this week as we journey up the River of Insults in search of a better way to reach a better idea. Does hierarchy matter? And what would you know anyway? Come along. It’s a bumpy and enjoyable ride.

BONE TO PICK #10

THE FREE CREATIVE PITCH

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

An industry bone of contention indeed, this week we open up the conversation on the free creative pitch.
This week we pick at:
– Is it ludicrous to ask people you’ve never met to work for free?
– When did it start?
– How effective is the free creative pitch?
– To pitch or not to pitch?

BONE TO PICK #9

LABELS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Please join the King of Possibility and the Clown Prince of Enthusiasm as we take a quick-ish romp through the dangers of dodgy definitions.
This week we look at:
– The need to look beyond what people claim they can do.
– Why “digital” limits your effectiveness
– How titles can be sort of right and completely wrong, at the same time
– Writers who can’t spel (mispelt on purpose)

BONE TO PICK #8

YOU ARE NOT YOUR CUSTOMER

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Another week. Another juicy bone. Join us as we take a shallow dive into the pool labelled, “You are not your customer”.
Conversation starters include:
– The need to talk the customer’s language not your own
– Your media choices are not your customer’s choices

BONE TO PICK #7

AGENCY RELATIONSHIPS

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Another week, another bone. Join us for a juicy mouthful of client/agency relationships, great insights and bad impersonations.

– What should you look for in an agency?
– What should an agency look for in a client? How to spot the one that’s right for you.
– What’s the number one secret to choosing the right agency?

BONE TO PICK #6

RESEARCH

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join us as we take a few meaty chunks out of the rump of advertising research. 20 slightly manic minutes mingled with some more carefully considered perspectives on the value of research.

– Where should research be used?
– Where should research be avoided?
– How research can make advertising more effective. Or not.

BONE TO PICK #5

PERSPECTIVE

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

How do you stand out when everyone’s yelling the same thing? Join us for 20 lighthearted minutes on perspective as we chew over:

– Triggering senses to encourage re-purchase.
– The fourth quadrant of business impact.
– Why businesses can profit from doing things 1% better.

BONE TO PICK #4

PROSPECTING IN ISOLATION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Another 20 minutes of banter and observation – chewing over the bone of business prospecting.
How do you find new business, and how do you find new business in isolation? We look at:

– The two most visible personality types observed at this time.
– Is it OK to talk about making money in lock down?
– The importance of resilience.
– When “No” means “No, not now” not “No, not ever.”

BONE TO PICK #3

MARKETING AND MARGIN

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week we explore the notion that if you don’t need margin you don’t need marketing. Reducing price leads to reducing margin, reducing margin leads to a business that is no longer viable.

The relationship between sales and marketing is so important, if both teams are connected and working from the same data set we see a far greater propensity for business success. Marketing creates the promise, builds value and can deliver the opportunity and sales needs to continue the ‘on brand’, nurtured journey through to the sale.

Pipeline and Funnel are the same thing.

BONE TO PICK #2

RELEVANCE IN ADVERTISING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Why would brands be advertising a message that has nothing to do with their purpose? Sense check, be relevant and think before you advertise! Don’t throw out your marketing plan, don’t think you’re not allowed to make money, and stay the course and aim to influence consumer preference.

BONE TO PICK #1

MARKETING IN ISOLATION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Marketing in isolation can run the very real risk of your world view becoming ‘the only’ world view. Without colleagues around you to bounce ideas off or to test the sanity of new ideas brands can become a misaligned extension of yourself.