The future of work isn't just about where we work, but how and why. Rei talks with Rishad Tobaccowala, a visionary in creative business strategy, to dissect the evolving landscape of work amid societal and technological upheavals. As the pandemic and AI innovations reshape global work dynamics, Rishad shares his unique insights on how both companies and leaders can adapt to these changes effectively.

Throughout the discussion, Rishad highlights five critical shifts reshaping the workplace: societal, technological, market, office, and mindset shifts. With clear, actionable strategies, Rishad delves into the implications of these shifts.

Tobaccowala was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators.

Rishad is the author of “Restoring the Soul of Business: Staying Human in The Age of Data” which helps people think, feel, and see differently about how to grow their companies, their teams and themselves to remain relevant in transformational time and the upcoming “Re-Thinking Work” to be published globally by HarperCollins in February 2025 which helps people thrive amidst the seismic changes that will occur at work due a combination of changing demographics, new mindsets, the rise of distributed work, and the spread of AI.

Rishad Tobaccowala remains a Senior Advisor to the Publicis Groupe where he has spent his entire 37 career, most recently serving as the Chief Growth Officer and Chief Strategist of the 106,000 person firm.

Timestamps:

• 0:03 Exploring Seismic Changes in Work with Rishad Tobaccowala
• 4:04 The Future of Work: Societal Shifts and Technological Advances
• 8:04 Reinventing Work: The Rise of Small Companies and AI
• 12:24 The Rise of Fractionalized Employees in the Modern Workforce
• 13:54 The Rise of New Leadership and Workplace Dynamics
• 23:19 Five Shifts and Four Actions for Modern Business Success
• 24:36 Four Takeaways

Episode References:

• Rishad Tobaccowala | Website
• Rishad Tobaccowala | Substack
• Rishad Tobaccowala | LinkedIn
• Rei Inamoto | Instagram
• Rei Inamoto | X

I&CO | Corporate Site

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In this second episode with VP of Creative at Liquid Death, Andy Pearson, we explore the critical role of humor, the importance of taking time off to gain fresh perspectives, and the benefits of committing fully to creative ideas. Andy shares insights into his approach to marketing and life, reflecting on past experiences such as selling high-priced cookies to fund a pivotal career moment, and discusses how his extreme ultramarathon running influences his creative mindset.

Andy is the VP of Creative at Liquid Death, one of the fastest growing non-alc beverage brands of all time. As part of Liquid Death's evil mission to make the world healthier and more sustainable, Andy helps oversee all the hilarious creative output from the brand, from its viral video content to social content to merch to experiential events to CRM and more. Prior, Andy spent 12+ years as an award-winning creative at agencies like CP+B, Deutsch LA, and Humanaut. He thinks marketing sucks and we should make entertainment instead.

Timestamps:

• 0:03 Rewriting Brand Marketing Rules with Humor and Innovation
• 1:35 The Balance of Risk and Humor in Liquid Death's Marketing
• 5:06 Respectful Marketing Through Creativity and Organic Content
• 8:04 Creative Students Fund Cannes Trip with $500 Cookies
• 10:44 A Year of Travel and Freelancing Sparks Career Transformation
• 13:21 The Mental and Physical Challenges of Ultramarathon Running
• 16:36 Balancing Extreme Work and Nature for Personal Growth
• 20:00 Three Takeaways

Episode References:

• Andy Pearson | LinkedIn
• Rei Inamoto | Instagram
• Rei Inamoto | X
• I&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Liquid Death's approach to marketing? Don't just market – entertain. Rei talks with VP of Creative at Liquid Death, Andy Pearson, about how the unconventional brand uses humor, creative audacity, and bold characterization to elevate its marketing strategy. Andy discusses the origins of his relationship with the brand's CEO, his process of envisioning Liquid Death as a character rather than just a brand, and how this perspective drives their creative decisions. With a focus on engaging audiences through entertainment rather than traditional marketing, Andy reveals the power of small, impactful ideas that change perceptions and create deeper connections with consumers.

Andy is the VP of Creative at Liquid Death, one of the fastest growing non-alc beverage brands of all time. As part of Liquid Death's evil mission to make the world healthier and more sustainable, Andy helps oversee all the hilarious creative output from the brand, from its viral video content to social content to merch to experiential events to CRM and more. Prior, Andy spent 12+ years as an award-winning creative at agencies like CP+B, Deutsch LA, and Humanaut. He thinks marketing sucks and we should make entertainment instead.

Timestamps:

• 0:03 Liquid Death's Creative Evolution and Explosive Growth
• 4:29 Liquid Death's Journey from Skepticism to Market Success
• 9:01 Liquid Death's Unique Marketing Approach Through Character-Driven Strategy
• 12:24 The Creative Journey and Evolution of Liquid Death
• 18:05 The Power of Humor in Building Emotional Connections
• 19:16 Creative Marketing Strategies with Liquid Death's Andy Pearson

Episode References:

• Andy Pearson | LinkedIn
• Rei Inamoto | Instagram
• Rei Inamoto | X
• I&CO | Corporate Site

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.