On Brand with Nick Westergaard Making Intangible Brands Tangible
A creative vision is only as good as its execution. As the Vice President of Creative at Agency EA, Joanna Badamo leads the teams behind major experiential programs for brands like Samsung, Hilton, and Molson Coors. Joanna joins the show to discuss how to lead creative teams in fast-moving environments and the art of translating high-level brand strategy into physical experiences that actually work.
What You’ll Learn in This Episode
How software-based companies can create tactile connections with an audience separated by screens
The essential building blocks for moving a digital-first brand into a physical environment
Why small curated moments are often more impactful than grand spectacles
How to leverage AI as a wheel greaser for creative teams rather than an end result
The shift from monologue-centered branding to creating multidimensional ecosystems of interaction
Episode Chapters
(00:00) Intro
(01:36) Moving from sports marketing to the experiential side
(03:24) Making intangible software brands feel real
(05:17) The building blocks of a physical brand presence
(08:12) Creating environments that transport and immerse
(12:52) Measuring success and collecting strategic data
(16:19) Finding creativity within real-world constraints
(21:34) AI as an ally and facilitator for creative teams
(25:11) A brand that made Joanna smile
About Joanna Badamo
Joanna Badamo is the Vice President of Creative at Agency EA, where she leads teams responsible for developing creative concepts and digital solutions for major experiential brand programs. With over a decade of experience spanning creative strategy and event account management, she brings a balanced approach to designing experiences for global brands including Samsung, Hilton, and Molson Coors. Her work focuses on the belief that the best brand moments thoughtfully balance high-level vision with functional, real-world execution.
What Brand Has Made Joanna Smile Recently?
Joanna highlighted the unhinged brilliance of Duolingo, noting how the brand’s "mind sorcery" and relatable TikTok presence create a deep sense of connection and obligation. She also pointed to a clever, cheeky Super Bowl activation by Aldi featuring Lewis Capaldi, which proved that an experience doesn’t need to be over-produced to be special and memorable.
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