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Most leaders say they want creativity. Few know how to make it happen. Andrew Robertson, Chairman of BBDO Worldwide, has spent two decades leading one of the most awarded creative networks in the world—and now he’s written the playbook for bringing creativity back to the heart of business.

In his new book, The Creative Shift, Robertson argues that organizations can’t just hope for inspiration—they need to deliberately design for it. He explains how to balance operational discipline with imaginative thinking, why bad ideas are essential for breakthroughs, and how simple changes—like rethinking meeting spaces—can spark better group collaboration.

What You’ll Learn in This Episode:

• Why most corporate cultures quietly stifle creativity
• The flaws in traditional brainstorming—and how BBDO aims to fix them
• How to manage creative risk and know which ideas to pursue
• Practical ways to spark group creativity and make room for unconventional thinking
• Why operational excellence and visionary thinking aren’t opposites—they’re partners

Links & Resources:

• Andrew’s book: The Creative Shift: How to Power Up Your Organization by Making Space for New Ideas (released Sept 2, 2025)

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Guest: Nick Foster, futures designer, former Head of Design at Google X, and author of Could Should Might Don’t

Episode Summary:
Everyone’s talking about the future, but few are thinking about it well. Nick Foster, one of the world’s most influential futures designers and former Head of Design at Google X, argues that our imagination about what’s next is often shallow, clichéd, and dangerously incomplete.

In his book Could Should Might Don’t, Foster introduces a powerful framework for rethinking how we approach tomorrow. Instead of relying on sci-fi utopias, doomsday scenarios, or neat statistical projections, he challenges us to combine different lenses—what could, should, might, and don’t happen—to build a more rigorous and useful picture of the future.

What You’ll Learn in This Episode:

• Why sci-fi optimism and dystopian doom both fail as guides to the future
• The four dominant ways we imagine tomorrow—and how to balance them
• Lessons from inside Google X on how bold organizations explore the unknown
• Why overconfidence in forecasts blinds us to hidden possibilities
• How leaders, policymakers, and innovators can think more responsibly about what’s coming next

Links & Resources:

• Nick’s book: Could Should Might Don’t (on shelves today, Aug 26!)

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Search isn’t just about Google anymore — and the fastest-growing search engine might already be on your phone. With 55% of consumers now starting their search journey on social platforms, TikTok is leading a massive shift in how people discover, evaluate, and buy.

In this episode of FUTUREPROOF., Brian Torpey, TikTok’s Global Head of Search Monetization Product Solutions and Operations, takes us inside how TikTok is redefining the search experience for a new generation. We dig into the platform’s latest search ad products, the surprising ways consumers use TikTok to find answers, and how brands can harness TikTok’s organic and paid tools to stay ahead.

We also explore:

• Why TikTok search is fundamentally different from traditional search engines
• How Omnicom Media Group’s partnership with TikTok is reshaping paid search strategies
• What TikTok’s search data reveals about real consumer intent
• The opportunities (and challenges) for marketers in the “social-first” search era

Whether you’re a marketer looking to future-proof your search strategy or just curious about how TikTok is quietly becoming a search powerhouse, this is one episode you don’t want to miss.

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The path to breakthrough ideas starts with… the bad ones.

In a world obsessed with perfection, Jason Keath makes a counterintuitive—and surprisingly liberating—case: bad ideas aren’t the enemy, they’re the engine. As the founder of Social Fresh and a longtime advisor to brands seeking creative edge, Jason argues that creativity is a process, not a personality trait—and the faster we get comfortable with failure, the faster we unlock genius.

In this episode, Jason and Jeremy talk about:

• Why we mythologize creativity—and how to make it practical
• The Fast & Ugly method that beats overthinking
• How constraints fuel creativity rather than stifle it
• What teams get wrong in brainstorms—and how to fix it
• Why “creative blocks” are often just fear in disguise
• The surprising neuroscience behind idea volume and quality
• Why marketers, leaders, and founders need to stop waiting for inspiration

Whether you’re leading a brand, launching a product, or staring down a blank page, this conversation will help you stop polishing and start producing.

Links:

• Jason’s site: jasonkeath.com
• Social Fresh: socialfresh.com
• Jason’s book: The Case for More Bad Ideas (Out now!)

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What if the internet as we know it is quietly ruled by one company?

Ari Paparo, ad tech insider and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, joins FUTUREPROOF. to expose how Google quietly cornered the online ad market—and what that means for journalism, business, and democracy.

We dig into auction rigging, publisher exploitation, antitrust litigation, and whether anyone can really compete with Google in digital advertising. If you care about the business model of the internet, this episode is essential listening.

Topics Discussed:

• How Google consolidated power in digital advertising
• The myth of platform neutrality
• What publishers lost—and what they’re trying to win back
• Key moments that shaped Google’s ad empire
• Why the DOJ’s antitrust case matters more than you think
• How Google’s dominance affects the future of journalism

Resources:

• Yield by Ari Paparo (Amplify, 2025)
• Follow Ari at marketecture.tv

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In a world driven by data, Kevin Perlmutter argues that the most powerful force in marketing isn’t logic—it’s emotion. Kevin is the founder of Limbic Brand Evolution and author of Brand Desire: Spark Customer Interest Using Emotional Insights, a guide to building emotionally intelligent brand strategies that connect, convert, and last.

We explore why emotional intelligence is the most underused tool in a marketer’s toolkit, how neuroscience is reshaping brand research, and what leaders must do to future-proof their relevance in a noisy world.

Topics Discussed:

• Why emotional intelligence drives brand relevance
• The Limbic Sparks® method for identifying emotional drivers
• How brands can differentiate through feeling—not just function
• Common mistakes that kill brand desire
• The neuroscience behind consumer behavior and loyalty
• How to evolve your brand without losing your soul
• Lessons from emotionally smart brands
• Why “making people care” is the most future-proof strategy of all

Resources:

• Brand Desire by Kevin Perlmutter
• Learn more about Kevin's work

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Even the most experienced leaders have one thing in common: they’re not seeing the full picture. In this episode, psychologist, executive coach, and former CEO Martin Dubin joins FUTUREPROOF. to talk about the hidden habits and patterns that quietly derail careers and businesses.

Drawing from his new book Blindspotting, Martin reveals the six types of leadership blindspots, why your greatest strength might be your biggest liability, and how to stop projecting old patterns onto new problems. Whether you’re leading a Fortune 500 team or trying to level up personally, this conversation is about developing the awareness you didn’t know you needed.

Topics Discussed:

• The six most common leadership blindspots—and how to identify them
• Why high performers often stumble at the top
• The danger of “overused strengths” and unchecked habits
• How your identity and internal stories shape your leadership lens
• What leaders can learn from therapists (and vice versa)
• How to create a feedback loop that doesn’t sugarcoat reality
• What only CEOs can—and should—do
• Practical tools for improving self-awareness without getting stuck in self-doubt

Resources:

• Blindspotting: How to See What’s Holding You Back as a Leader
• MartinDubin.com

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In a time when shouting often drowns out speaking, Emily Kasriel wants us to rediscover a fading superpower: the ability to truly listen. Drawing on her experience as a longtime BBC journalist, mediator, and executive coach, Emily joins FUTUREPROOF. to discuss her new book Deep Listening, a transformative guide for better conversations, stronger relationships, and healthier communities.

We explore her eight-step method for listening with intention, how to defuse conflict without giving up your values, and why silence, curiosity, and discomfort are the keys to unlocking connection. Whether you're navigating workplace dynamics, political disagreements, or parenting in the digital age, this episode is a roadmap for showing up—and tuning in—more fully.

Topics Discussed:

• How to listen to someone you fundamentally disagree with
• What deep listening looks like in a leadership or corporate setting
• The role of silence and curiosity in difficult conversations
• How deep listening builds trust, reduces burnout, and strengthens teams
• Tactics for navigating polarized environments with empathy

Resources:

• Deep Listening: Transform Your Relationships with Family, Friends and Foes by Emily Kasriel
• Learn more at EmilyKasriel.com
• Follow Emily on LinkedIn