.svg)
.svg)
Podcast Overview
A New Recipe For Creativity: Insights From An Innovator
In this episode of the Lost In Found podcast from Catch+Release, you’ll hear my conversation with Micky Ogando, Founder and Chief Creative Officer of Bakery, an independent creative agency based in Austin, Texas that uses art and science to connect influential brands to culture. Bakery exists to deliver craft, story and usefulness to an audience that hates advertising. Or, as they say on their website:
“TL;DR: We make things people want.”
Listen in as Micky and I discuss how starting the creative process earlier ensures that advertising is not just an afterthought but a fundamental component of product conception. And the results speak for themselves. By integrating marketing into product development, Bakery is redefining the role of a creative agency.
The Birth Of Bakery
Micky's story begins with a defiance of the conventional. At 27, fuelled by a blend of what he describes as naive bravado and youthful ambition, he made a choice that would set the tone for his career. Instead of chasing opportunities in New York’s prestigious agencies, Micky planted his roots in Austin, Texas and founded an agency in an old bakery space, giving his new endeavor not just a name, but a philosophy of resourcefulness and constant iteration.
Micky says his Dominican heritage is what gives his advertising vibrancy and authenticity. He speaks of his culture with pride, describing its frankness and heartfelt expressiveness. You can see it in his agency’s creative work – unfiltered, genuine, and human. Our conversation took us from the dehumanization of today’s data-driven metrics to how empathy could be the next killer app to the time Micky wore a Formula1 fire suit and handed out beer at an event for a client.
A Human Revolution
In this episode, Micky Ogando bemoans the lost art of genuine connection. He advocates for a marketing approach deeply rooted in understanding and connecting with the consumer. This empathy extends beyond mere market research; it's about understanding the cultural and emotional landscapes of the audience.
But Micky sees a renaissance coming in the advertising industry – a return to valuing creativity and storytelling over mere data.
And we couldn’t agree more.
Three takeaways from this episode:
- Embrace Authenticity: Data should never overshadow the human element of marketing. Prioritize genuine connections and true storytelling. Remember, the goal is to get your campaigns to resonate on a human level.
- Seek Out Diversity: A homogeneous team is a team that is blind to cultural insights. Insisting on different perspectives and backgrounds in the creative process always leads to more effective campaigns.
- Always Be Curious: Bakery’s approach wouldn’t work without clients who are curious and open to new approaches. If you’re not experimenting with your creative production process, you may already be behind.
Here’s the link to the full episode. Please share it with a modern marketing friend. And if you’d like to join us as a guest on Lost In Found, reach out to tom@catchandrelease.com
Thanks for listening.
Related Podcast
Lost in Found: Abigail Posner
We had the pleasure of speaking with Abigail Posner, Director of Creative Works at Google. Known for her ability to seamlessly blend the art of creativity with the precision of data, Abigail brings a unique perspective to the challenges and opportunities facing marketers today.
Lost in Found: Mike Churchill
In the world of consumer packaged goods, where kitchen table brands are built through compelling stories and creative content, producers are the unsung heroes who bring it all to life. In our latest episode of Lost In Found, we go behind the scenes with Mike Churchill, Executive Producer at General Mills, to explore what it takes to produce high-quality content for some of the world’s most recognizable brands.
Lost in Found: Robert Pascale
In this episode, you’ll learn about Robert’s incredible journey and how he has helped countless creators bring their stories to life. From his time managing photographers for big stock footage companies to his new role helping TikTok influencers maximize their opportunities, Robert has always been bullish on creator content. So of course, Tom was excited to sit down with him and learn more about what makes this “Creator Whisperer” tick.