How to start the Google Creative Lab (with Andy Berndt)

What does it take to make iconic work with iconic founders – when nobody out there cares about you or your product? And why might having ADHD be a gift in helping you think about how to overcome that? 

In our Season 3 opener, Adam Morgan sits down with Andy Berndt, former agency leader and the founding force behind Google’s Creative Lab. Andy has worked alongside some of the most uncompromising figures in modern business — from Steve Jobs, Phil Knight and Michael Jordan to Larry Page, Sergey Brin and Sundar Pichai — and has been at the heart of some of the most celebrated and impactful creative work coming out of America in the last 30 years. As account director, copywriter and client. A unique perspective. 

Andy reflects on: 

• Why “nobody out there cares” can – and perhaps should – be the beginning of any great creative work. 
• The particular talent that Steve Jobs and Phil Knight brought to assessing the work they were presented with
• How humour in the room is often the doorway to the breakthrough idea
• Whether clients get the creative work they deserve  
• And how Google’s Creative Lab grew from small stickers to Super Bowl spots

Along the way, he explains how his ADHD became a creative advantage, why briefs are sometimes best answered with a poster instead of a presentation, and how “kids with crayons” built some of the most celebrated work of the digital era, including the now-famous “Parisian Love” film.

__

Let's Make This More Interesting is a podcast from eatbigfish: the strategic consultancy that helps ambitious Challengers to grow.

Follow Adam on Linkedin: https://www.linkedin.com/in/adam-morgan-3a473a/ 

Thanks to our editor Ruth and our producer Rachael. Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.