The Fuel Podcast

Hosted by Keith Smith

BusinessInterviews guests

Website RSS feed LinkedIn X / Twitter

Episodes

204

Latest episode

Sep 2026

Language

About the show

Welcome to The Fuel Podcast, your ultimate guide to understanding the captivating world of creative marketing and how agencies manage to drive growth. Hosted by Keith Smith, a seasoned creative agency new business leader, this podcast aims to unravel the mysteries behind the success of creative agencies worldwide. From crafting memorable brands to forming efficient teams and attracting clients, we dive deep into the art of creative marketing. We explore the essence of creativity in the realm of marketing. How do creative agencies spark innovative ideas that captivate audiences? We delve into the environment that allows wild and imaginative creative directors to summon their muses and generate ideas that stand the test of time. Keywords: creativity, innovation, marketing ideas, imaginative, creative directors.  What makes a brand unforgettable? We examine the power of a single great idea and its potential to leave a lasting impact. We dissect the elements that contribute to the memorability of brands, exploring taglines, jingles, and social media campaigns that become cultural phenomena. Keywords: memorable brands, impactful ideas, taglines, jingles, cultural phenomena.  Behind every successful creative agency lies a cohesive team. We delve into the dynamics of how diverse talents and skills come together to form an efficient unit. We uncover the secrets of team collaboration, communication, and synergy that drive creative agencies forward. Keywords: team dynamics, efficient collaboration, diverse talents, communication.  Clients are the lifeblood of any agency. What attracts clients to creative agencies and how can agencies can foster lasting relationships? We explore the art of effective client acquisition, networking, and showcasing a unique value proposition that resonates with clients. Keywords: attracting clients, client acquisition, relationship building, value proposition.  The creative marketing landscape has evolved over the decades. We draw parallels between the golden era of the 1970s, 80s, and 90s and today's digital age. How has the process of creativity, client engagement, and marketing changed? We reflect on the past and glimpse into the future. Keywords: evolving landscape, creative marketing, digital age, past vs. present.  Join us as we interview legendary figures from the advertising world on both sides of the Atlantic Ocean. These industry pioneers share their insights, experiences, and perspectives on the evolution of creative marketing. We tap into their wisdom to uncover the timeless principles of successful agencies. Keywords: industry pioneers, advertising legends, insights, experiences, creative marketing.  Our journey takes a deeper dive into pressing industry topics. From Diversity & Equality and Inclusion to Greenwashing, Corporate and Social Responsibility, Remote and Flexible Working, and the impact of Artificial Intelligence, we explore the critical issues that shape the future of creative marketing. Keywords: Diversity & Equality, Greenwashing, Corporate Responsibility, Remote Working, Artificial Intelligence.  The Fuel Podcast is your passport to a world of creativity, growth, and innovation in the realm of creative marketing. Join us as we uncover the secrets behind the success of creative agencies, one episode at a time. Whether you're an industry professional, marketer, or simply curious about the world of advertising, this podcast promises insights, inspiration, and a deeper understanding of the art of creative marketing. Tune in, learn, and fuel your passion for creativity. hPekzt8ilUQXcs5FrlgP

Listen to episodes

60 recent

September 1, 202649 min

Who Killed Creativity? A true crime investigation

Who Killed Creativity? Something happened to advertising. It got bigger. Richer. More sophisticated. More measurable. More efficient. But did it get better? For the return of The Fuel Podcast, Keith Smith abandons the traditional business interview and turns investigator in a 48-minute documentary examining what happened to creativity in advertising, and who's responsible. Inspired by Steve Harrison's provocative book Adland's Progressive Gaze, Who Killed Creativity? assembles the witnesses, examines the evidence and lines up the suspects. Did advertising lose sight of its original purpose: selling? Did corporate short-termism and procurement turn creative ideas into commodities? Did HR professionalise the industry while inadvertently filtering out some of the unconventional talent that once made it extraordinary? Did purpose and virtue signalling replace persuasion? Did data make advertising smarter, or simply more cautious? And now, having spent decades pursuing efficiency, is the industry about to make its most consequential trade yet: human creativity for artificial intelligence? Featuring advertising legend Dave Trott, author and creative director Steve Harrison, psychologist Rachel Laws, BLUP founder and creative director Dines, former Saatchi & Saatchi and GGT advertising executive Simon Derungs, and Paul Grubb. This isn't a nostalgia trip. And it isn't an argument for returning advertising to some imaginary golden age. It's an investigation into how an industry built on extraordinary ideas became increasingly concerned with process, measurement and efficiency, and whether the pursuit of all three has become a Pyrrhic victory. Because perhaps there isn't one murderer in this story. Perhaps this is Murder on the Orient Express. Maybe we all had a hand on the knife. The Fuel Podcast: Who Killed Creativity? Learn more about your ad choices. Visit megaphone.fm/adchoices

July 12, 20261 hr 16 min

James Sherwood-Rogers - Don't Panic! It's AI

Seasoned ex-advertising executive, company founder, investor, entrepreneur, business coach and executive mentor James Sherwood-Rogers hilariously discusses how he’s managed to leverage a career of big advertising agency leadership experience and practical business acumen into a highly successful career, helping big companies and their CEOs stay fit for purpose. He’s a massive Hitch Hiker’s Guide to the Galaxy fan, so this did take up a lot of the conversation, but he explains that it is quite prophetic! On our journey through the galaxy, we discuss salt & vinegar crisp packaging, nostalgic TV shows of the 1970s, visions of the future, a report from the AI community, burnout, his new somatics consultancy and the tech ban paradox. James also reveals how nearly became Prime Minister of the UK, what famous ad celebrities he’s bumped into recently and explains what the Lime bike challenge is.   James’ LinkedIn profile: https://www.linkedin.com/in/jsherwoodrogers/ James’ new business Ontologica. The Sovereign Architect is a programme that guides you through a process of analysis, reflection, dissolution and reconstitution of your identity: https://www.ontologica.co/ Learn more about your ad choices. Visit megaphone.fm/adchoices

June 17, 202648 min

Chris Miller: Only When I Laugh

For our 200th episode we thought we’d celebrate in style with some fun, party games and laughter provided by our friend Chris Miller – the copywriter with his own strapline. Chris is the bloke who’s recently been lampooning the advertising industry and poking fun at its foibles using his hilarious cartoon-strips ‘Ye Olde Creative Shoppe’ and ‘The Dashed Creative Agency’ which have been met with raucous approval from the advertising industry’s elite. In this show, we discuss Chris’ path to stardom, his advertising career arc, what inspires him and how we’re going to survive the AI apocalypse, which should be arriving in the next 6 months or so. Show notes Chris’ LinkedIn profile: https://www.linkedin.com/in/mrccmiller/ Chris’ brilliant web site and portfolio: https://www.ccmiller.cc/ Learn more about your ad choices. Visit megaphone.fm/adchoices

June 1, 20261 hr 7 min

Kelly Molson: So you want to start your own agency?

Kelly Molson, founder of Rubber Cheese, sold her agency and is now an agency consultant and successful podcaster. She shares her 21-year journey building a lifestyle-focused web development agency that she started with just £1,500. She advocates for founders to prioritise life over aggressive growth, defining success on personal terms rather than industry standards. Only 4% of agencies ever sell, making the lifestyle model - optimised for freedom, joy, and profit now—a viable alternative to exit-focused growth. What’s making people reject the ‘grow fast, sell fast’ model? Find out how to define your personal success criteria and then build your business around it. Advice on how to calculate your finance foundation – how much is enough? Why you should understand the problems you solve, not just services you offer. Addressing the mental health crisis and avoiding burnout. What kit you need to start. Why you need to stand out in the 25,000+ agency market by being a specialist, not a generalist. Mudlarking and 21 Seconds. Show notes Kelly’s LinkedIn profile: https://www.linkedin.com/in/kellymolson/ The Kelly Molson web site: https://kellymolson.co.uk/ ‘Lifestyle is a Plan’ podcast: https://lifestyle-is-a-plan.captivate.fm/ Learn more about your ad choices. Visit megaphone.fm/adchoices

April 30, 20261 hr 11 min

Alice Buttling, Attinger Jack: Trust in advertising

"Whoever is careless with the truth in small matters cannot be trusted with important matters." The number one rule for any successful business deal is trust. So why do we keep supporting media that people don’t trust? Alice Buttling is the leader of UK media company Attinger Jack and her career arc is a superb demonstration of walking the talk when it comes to trust and expertise. We explore The Brilliance Paradox, which media are most trusted and the importance of ethical standards, where the big advertising agency holding companies have gone wrong, and why independent expertise now offers clients better value. Show notes: Alice Buttling's LinkedIn profile: https://www.linkedin.com/in/alice-buttling-smith-2420a05/ Attinger Jack web site: https://www.aja.co.uk/ Freddie Mercury AI (Live Aid) https://www.youtube.com/shorts/vHCTXnm5gKM Learn more about your ad choices. Visit megaphone.fm/adchoices

April 6, 202655 min

Anna McLoughlin: The Hook Doctor

How to bottle your brilliance in 6 words or less! The creative marketing business is built around the idea of hooks. Anna McLoughlin of inkspiller whose business ‘hook’ is ‘Helping founders bottle their brilliance in 6 words’ – using her skills as a storyteller to uncover business founders’ unique perspectives, stories and value, to distil it into a practical messaging toolkit. How to solve problems in your positioning statement. How to uncover your brilliance Why your team describes your company differently How AI muddles the process How to deal with GEO Learn the Sexy Hook formula Positioning statements for LinkedIn and Resumes Join Anna's one-day workshop. Show notes: Book your place in the workshop: https://calendly.com/inkspiller/brilliance Inkspiller web site: https://www.inkspiller.co.uk/ Anna’s LinkedIn page: https://www.linkedin.com/in/inkspiller/ Learn more about your ad choices. Visit megaphone.fm/adchoices

February 2, 20261 hr 11 min

Mishon Accomplished: The Independent agency marketing stack

The independent creative marketing agency community is set for an explosion of growth. Big agencies are struggling to adapt to the new climate; CMOs are buying and building their own customized marketing stack and only the very best in each discipline will do. Clive Mishon an advertising industry veteran now heads up the Alliance (the Alliance of Independent Agencies) – a global resource of the very best independent agencies . Jacks of all trades are being replaced by masters, and this show is all about what we need to do to deliver what’s needed. New growth initiatives for indies The triumph of tribes How media budgets are spent Regional expertise Price transparency Why specialism beats scale Show notes 1. Alliance of Independent Agencies -https://allindependentagencies.org/ 2. Alliance of Media Independents - https://allindependentagencies.org/alliance-of-media-independents/ 3. Alliance of Agency Founders - Alliance of Independent Founders - Personal Membership - Alliance of Independent Agencies 4. Alliance Learning Lab - https://allindependentagencies.org/learning-and-development/ 5. Independent Agency Awards - https://awards.allindependentagencies.org/ 6. Mad North - https://www.madfestlondon.com/north/ 6. Global Musicals - https://globalmusicals.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices

November 18, 20251 hr 5 min

David Meikle: Two Pints & a Puppy - How to Measure Trust

How do we earn keep and maintain trust in our working relationships? Over the next 3-5 years it’s going to be the only thing left that separates us from the robots. David Meikle is here to discuss the role that trust plays in the world of advertising and marketing communications. Trust isn’t just a critical driver of efficiency and revenue, but it’s also essential for innovation, mental fortitude, and meaningful stakeholder relationships in business. In a world where we’re increasingly outsourcing key performance indicators, how can we be reliable business colleagues, customers and clients? Show notes: David's Company web site here: ⁠https://www.htbag.co.uk/⁠ David's LinkedIn profile here: ⁠https://www.linkedin.com/in/david-meikle-6194405/⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices

October 26, 202553 min

Aaron J Reardon: Digital Weirdness Halloween Video special

A totally new interview with audio drama expert Aaron J Reardon, recorded in time for Halloween - on video. And if that's not weird enough.. In this show, we discuss the massive growth of the audio drama genre. How creative effort beats budgets every time. Aaron's two biggest hits Plant Murder and Selene have already won awards for innovation and production and he continues to develop each one. Along the way, he's become hot property in Hollywood, recently writing a murder mystery for one of the film industry's most talented multi-talented artists. In this special Halloween edition of The Fuel podcast, Aaron and I discuss the roots of audio drama and its future. We discuss War of the Worlds, Dr Who and Hitchhiker's Guide to the Galaxy, as well as contemporary audio drama hits such as Midnight Burger, Wooden Overcoats and The Magnus Archives - and how they have become hot property for marketers keen to exploit this incredibly powerful new medium. ---------------- Show notes Aaron’s production company – Clever Than: https://www.cleverthan.com Rusty Quill: https://rustyquill.com/ Aaron’s LinkedIn profile: https://www.linkedin.com/in/aaron-reardon/ Selene: https://shows.acast.com/selene Plant Murder: https://rustyquill.com/show/plant-murder/ Learn more about your ad choices. Visit megaphone.fm/adchoices

August 14, 20251 hr 0 min

Aaron J. Reardon: Digital Weirdness

Mystery writer, podcaster, and indie studio head focused on immersive mysteries - Aaron J. Reardon is here to shine an eerie light on a new entertainment format that actually predates TV but is enjoying a renaissance as podcasts on digital channels. And we're not talking about a cottage industry - oh no. Audio Drama is a massive category of entertainment that hasn't even broken into the mainstream yet. Now is the chance to find out all about it and how - as marketers, you can leverage your brands in this exciting new market. Aaron's expertise is on full display as he explains how his roots as a digital marketing lead for Red Bull, took him into the world of music, streaming and then made the leap into drama. He explains how social media has killed off the art of storytelling and how this new area is filled with content creators making shows on the fly and adapting their work in real time. We cover the Alton Towers curse, how plants kill people, what drives listeners, how marketing can leverage the format; the theater of the mind and the golden rules of creating audio drama. We also discover how this phenomenon began in the 1920s and discuss the Victorian internet. Aaron's production company - Clever Than: https://www.cleverthan.com Rusty Quill: https://rustyquill.com/ Aaron's LinkedIn profile: https://www.linkedin.com/in/aaron-reardon/ Selene: https://shows.acast.com/selene Plant Murder: https://rustyquill.com/show/plant-murder/ Learn more about your ad choices. Visit megaphone.fm/adchoices