Soul & Science: Fast Forward Your Marketing Mind

From TikTok trends to viral campaigns, brands are constantly trying to tap into culture. But what actually defines culture — and how can brands engage with it in a meaningful way?This week, we’re re-airing a great conversation from April 2024 with Dr. Marcus Collins — marketing professor, best-selling author, and cultural strategist.Dr. Collins, author of For the Culture and former Head of Strategy at Wieden+Kennedy, has worked with brands like Apple, Nike, and even Beyoncé. In this episode, he breaks down the deep connection between culture and behavior — and how marketers can better understand both.You’ll learn: How culture and marketing intersect to shape successful campaigns The core elements that define culture and how we interact with it How brands can show up with real cultural relevance — not just follow trends Brought to you by Mekanism.

What do J.Crew, Tiffany & Co., and Prada all have in common? They’re falling in love with the written word. In this Soul & Science mini-episode, Jason explores fashion’s latest unexpected muse: literature. From literary salons to author collaborations, brands are embracing the written word in a digital age—and it's not just for show.Key Takeaways:✅ Fashion brands are aligning with literature to appeal to Gen Z’s love of books.✅ Literary collaborations give brands more depth, substance, and cultural cachet.✅ In a world of fleeting content, literature offers a timeless counterbalance.From “BookTok” buzz to billboards with classic quotes, Jason unpacks why the fashion world is rewriting its narrative—and what marketers can learn from it.

What do Trump’s new tariffs have to do with your brand strategy? A lot.In this Soul & Science mini-episode, Jason breaks down how the latest wave of tariffs is creating ripple effects across industries—and what it means for marketers trying to navigate a rapidly shifting economy.Key Takeaways:✅ Brands are reallocating budgets toward performance marketing as margins tighten.✅ Expect a rise in “Made in America” messaging to appeal to patriotic sentiment.✅ Companies will lean into transparency, explaining price hikes to consumers.From autos to electronics, tariffs are impacting more than just supply chains—they’re changing how we connect with customers.

Why are brands still hesitant to embrace AI in creative work—even when it delivers faster, cheaper, and often better results?In this episode, Superside co-founder & CEO Fredrik Thomassen joins Jason Harris to explore the Soul & Science of AI-powered creativity—and why the biggest barrier to AI adoption isn’t the technology, but human resistance to change.Fredrik shares how Superside is reshaping the creative industry, using AI to optimize workflows, scale production, and help brands break through the noise. He reveals the surprising ways AI outperforms human-generated creative, why the briefing process is the real bottleneck in marketing, and how companies can rethink their approach to creative strategy before they fall behind.What’s Inside:✅ The biggest misconception about AI-generated creative—and why brands still resist it.✅ How AI-powered briefing tools are solving the #1 bottleneck in creative work.✅ The Soul & Science of AI—why the real challenge isn’t tech, but trust.✅ Why brands that fail to integrate AI into their workflow will struggle to compete.Memorable Moments:💡 "People say AI can’t do strategy or taste—but the data tells a different story."💡 "If you don’t get your clients to embrace AI, you’ll be left behind."💡 "AI isn’t replacing creatives—it’s freeing them up to make better work."Brought to you by Mekanism.

CMOs have the shortest lifespan of any C-suite executive. Why?In this Soul & Science mini-episode, Jason breaks down insights from a recent Adweek article, exploring the top reasons CMOs get fired—and how they can avoid the same fate.Key Takeaways:✅ Overpromising results is the #1 reason CMOs lose their jobs.✅ Many fail to earn trust from CEOs, CFOs, and the leadership team.✅ Only 1 in 3 CEOs & CFOs feel aligned with their CMO.✅ CMOs need to “market the marketing”—internally proving their value.With CMO tenure averaging just 40 months, Jason will be focusing on learning how top CMOs gain buy-in, build trust, and prove their impact in upcoming episodes.

How do you go from leading an agency to coaching the next generation of leaders?In Part 2 of our conversation, Rob Schwartz—former CEO of TBWA\Chiat\Day and now an Executive Coach—talks with Jason about the Soul & Science of Coaching. He shares his philosophy on guiding teams, unlocking creative potential, and moving businesses from transactional back to transformational.Rob breaks down where and how his GROW coaching framework works best, why deep listening is a leadership superpower, and how simply showing up—whether for a client, a team, or yourself—can make all the difference.What’s Inside:✅ How Rob’s GROW framework helps leaders set goals, align teams, and drive change.✅ The Soul & Science of Coaching—balancing instinct, psychology, and structure.✅ Why creative leaders need to understand business fundamentals, including finance.✅ How agencies and brands can move from taking orders to shaping bold ideas again.Memorable Moments:💡 "We’ve gone from transformational to transactional. Show up. Listen. Get to the real goal."💡 "Great coaching isn’t about telling people what to do—it’s about helping them realize what’s already inside them."💡 "Want to unlock creative potential? Start with values that actually mean something."Brought to you by Mekanism.

How do you turn creative vision into leadership success—and inspire a team to grow through disruption?This week, Jason dives into the Soul & Science of Creative Leadership with Rob Schwartz, Executive Coach and former CEO of TBWA\Chiat\Day. Rob’s journey from copywriter to CEO is a masterclass in creative transformation. Using his philosophy of “Clarify, Simplify, Unify, Amplify,” Rob revitalized TBWA\Chiat\Day New York and led iconic brands like Nissan, Visa, and McDonald's to global success.Rob shares how his bias towards action and deep listening skills shaped his leadership style, allowing him to innovate in times of disruption and inspire teams to reach their full potential. He also opens up about his transition from CEO to Executive Coach, offering powerful insights on nurturing human potential and coaching the next generation of creative leaders.What’s Inside: How Rob’s philosophy of “Clarify, Simplify, Unify, Amplify” reshaped TBWA\Chiat\Day New York. The importance of listening and having a bias toward action in creative leadership. Why understanding the economics of an agency is crucial for moving from CCO to CEO. The lessons he learned guiding teams through industry disruptions and global crises. Memorable Moments: "Business is a creative act. Being CEO was the most creative thing I ever did." "Listening isn’t just about hearing words—it’s about understanding culture, trends, and human needs." "Great leaders adapt and grow with the times, just like great brands." Brought to you by Mekanism.

What if the secret to creating ads that truly connect isn’t in what people say, but in what their brains reveal?Pranav Yadav, founder and global CEO of Neuro-Insight, leverages neuromarketing—technology that measures neural signals to track emotional responses—to uncover deeper truths that help brands like TJ Maxx and Anheuser Busch craft ads that stir emotions and hit the perfect pitch.In this episode, you’ll learn: What neuromarketing is and how it’s revolutionizing the way brands are built. Why the first hour of a focus group doesn’t always predict real-world purchasing behavior. How an ad’s success hinges on associating the brand with peak emotional moments. Why being open to learning is the ultimate key to growth. Tune in to discover how Yadav blends science and creativity to transform advertising strategies.*This episode originally aired in January 2023Brought to you by Mekanism.

This week, Jason explores The Soul & Science of Entrepreneur Partnerships with Dustin Baker and Maya French, co-founders of HappyPop. As the driving forces behind Koia and now HappyPop, Dustin and Maya have redefined what it means to create purposeful products in the competitive beverage industry.Discover how their unique partnership has evolved over a decade, how they turned personal challenges into groundbreaking products, and why community is at the heart of their mission to deliver happiness and wellness to all.What’s Inside: How Dustin and Maya’s entrepreneurial chemistry fuels their success. Lessons from launching Koia, a plant-based protein drink, and HappyPop, a mood-boosting energy beverage. Strategies for building community and creating culturally relevant brands. Insights into navigating the ever-changing CPG landscape. Memorable Moments: "Great partnerships are built on trust, adaptability, and a shared mission." "Happiness isn’t just a product—it’s a commitment to making lives better." "Community is earned, not demanded, and it’s essential for brand success." Brought to you by Mekanism.

What’s the secret to building lasting and successful partnerships? This week, we dive into the Soul & Science of agency-client relationships with Stephen Boehler, founder of Mercer Island Group and former Procter & Gamble brand manager. Stephen shares his journey from growing up in a family business to leading one of the most respected agency search consultancies. Learn how a serendipitous flight led to the creation of Mercer Island Group, his lessons from turning around the Pringles brand, and why fostering chemistry between teams is vital for innovation and growth.What’s in this episode? Why short-termism is a growing challenge—and how to refocus on long-term brand building. Tips for creating meaningful client-agency relationships that stand the test of time. How training gaps are impacting the marketing industry—and what we can do about it. Brought to you by Mekanism.