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PODCAST

Black T-Shirts

Thinkerbell founder Adam Ferrier and leading CMO Brent Smart host a show that celebrates creativity in marketing. Each episode they chat with a leading creative or marketer about them and their work and see if a famous piece of creative work passes the focus group test. Black T-Shirts, it’s XXL Creativity for Marketers.

business marketing

All Episodes

74:21

The Great Unlearning: Live From The B&T Breakfast

Black T-Shirts ·

2025/09/09

Recorded live at the B&T Breakfast powered by Mutinex, this special Black T-Shirts episode explores the things marketers have had to unlearn to move forward. With Henry Innis (Founder, Mutinex) and Clare Tsunobo (Head of Media, Lion) joining the conversation, the panel unpacks media myths, creativity clichés, and the evolving role of data in shaping marketing today. This isn’t a how-to guide, it’s a candid reflection on what they used to believe and how those shifts are now changing the way the

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61:31

Susan Credle - Creative Space & Brand Characters

Black T-Shirts ·

2025/06/23

In this episode of The Black T-Shirts Podcast, we sit down with legendary creative leader Susan Credle, former Global Chief Creative Officer at FCB Global. Known for her bold thinking and breakthrough work, Susan shares her insights into the power of creative environments, the art of character development, and the enduring impact of storytelling in brand building.The creative force behind iconic campaigns like the M&M’S "human" characters and Allstate's unforgettable "Mayhem," Susan has helped

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48:09

Going Rogue & Chicken Handbags: Live At Mumbrella 360

Black T-Shirts ·

2025/06/06

Recorded live at this year’s Mumbrella360, this special episode of The Black T-Shirts Podcast revisits the most powerful insights from some of their favourite guests. From hard-won lessons in creativity to surprising truths about success. Then, in front of a live audience, the hosts flip the script and put themselves to the pub test. Are they living by the wisdom they preach? Are the beers cold? Are the answers honest? Tune in for a candid, unfiltered session.

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55:29

Sam Rowlands: Killer Stats and Pink Chips

Black T-Shirts ·

2025/05/29

This week on Black T-Shirts, we're joined by Sam Rowlands, a multi-award-winning Creative Lead and Art Director at global innovation agency AKQA. Sam takes us back to her roots, growing up on a farm outside a small town in rural Australia, and shares how that upbringing shaped her perspective and creative grit. We trace her journey from the country to the cutting edge of global creative work and unpack the story behind Pink Chips, her bold, personal, and provocative creative project that's putting

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60:43

Luke & John McKelvey: Celebrity Culture and Ocean Views

Black T-Shirts ·

2025/05/21

In this episode of Black T-Shirts, we dive into the sun-soaked world of celebrity culture, branding, and the creative chaos behind global campaigns with Luke and John McKelvey — the visionary brothers behind creative agency MIRIMAR. From ocean views to red carpets, the McKelveys unpack how they turn cultural moments into marketing magic for some of the world’s biggest stars and brands.

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59:11

Kim Gehrig: Singing Vaginas and The Creative Skewer

Black T-Shirts ·

2025/05/15

In this episode, we sit down with director Kim Gehrig, whose work spans iconic campaigns like This Girl Can, “Play it Safe” for The Sydney Opera House and of course, “Viva la Vulva” for Libresse. Plus some of the most famous spots for Apple and NikeWe chat about what drives her to tell the stories she does, the pressure to keep pushing creative boundaries, and why it’s worth fighting for work that actually means something and what is a creative skewer?

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58:11

Phill Agnew: Hard Graft and Soft Nudges

Black T-Shirts ·

2025/05/06

In this episode of The Black T-Shirts Podcast, we’re joined by Phill Agnew, host of Nudge, the only podcast dedicated to consumer psychology. Phill shares his journey from hard-grafting marketer to one of the leading voices in behavioural science for brands, breaking down how tiny tweaks in messaging can create major shifts in behaviour.We dig into how behavioural science can be applied across the all business decisions, what marketers often get wrong about persuasion, and why understanding

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62:26

Brooke Hammerling: Pop Culture and Public Relations

Black T-Shirts ·

2025/04/30

This week on The Black T-Shirts Podcast, we sit down with Brooke Hammerling legendary PR strategist, founder of boutique agency The New Thing, and the creative force behind the beloved newsletter, podcast, and meme empire Pop Culture Mondays. Brooke shares her journey from shaping the narrative for some of tech’s biggest names to becoming a go-to voice in pop culture commentary (with a little help from Baby Yoda). We dive into the evolving world of PR, what it takes to build authentic buzz today,

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65:44

Chris Beresford Hill - Big Things and Creative Details

Black T-Shirts ·

2025/04/23

In this episode of Black T-Shirts, we sit down with Chris Beresford-Hill, a creative heavyweight with advanced degrees in hustle. In his new role as Worldwide CCO, Chris has helped re-set the vision for the iconic creative house BBDO. Chris unpacks the value of creativity, how to set a creative vision, and have it flow through an organisation. After listening to this episode you'll want to go out and 'Do Big Things'.

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72:39

John Schoolcraft: Mind Control & Milk

Black T-Shirts ·

2025/04/15

In this episode of The Black T-Shirts Podcast, we sit down with the Global Chief Creative Officer at Oatly, the brand that’s become synonymous with rebellious originality in the plant-based space. Known for leading disruptive, design-first campaigns that put authenticity over algorithms, our guest opens up about the power of exploration projects, building a culture of creative bravery, and why consumer brands should stop chasing trends and start chasing ideas.

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65:34

Sherilyn Shackell - Making Marketers and Leading Cults

Black T-Shirts ·

2025/04/07

Today’s guest? She doesn’t wear a black T-shirt. She builds the people who lead the people who run the brands who sell you the black T-shirts.Sherilyn Shackell—founder of The Marketing Academy. An absolute force of nature, and the woman who decided that leadership training shouldn’t feel like a corporate away-day with soggy sandwiches.

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65:56

PJ Pereira - Al Coke Trucks & Creative Liberation

Black T-Shirts ·

2025/03/31

We're back for season 5 and to kick things off we have PJ Pereira. Esteemed novelist, screenwriter, martial arts black-belt and co-founder of award winning creative agency, Pereira O’Del. In this episode, PJ discusses the intersection of AI, creativity, and advertising, exploring how it's reshaping storytelling and creative production and emphasising the importance of embracing new technologies while preserving artistic integrity.

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68:57

Gunny Scarfo: Notification and Storytelling

Black T-Shirts ·

2024/11/06

This week they’re joined by Gunny Scarfo, Co-Founder at Nonfiction Research, creators of uncensored, emotional research studies that have influenced everything from Super Bowl commercials to a Megan Thee Stallion song.In this episode of Black T-Shirts, Gunny Scarfo dives deep into why emotional insights are still the foundation of outstanding creative work, plus details what goes into fostering trusting client relationships when developing comprehensive studies.

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67:05

Live from SxSW Sydney with Henry Innis

Black T-Shirts ·

2024/10/29

This week is a little different. Adam & Brent are live at South By South West and joined by longtime friend and supporter of the Black T-Shirts podcast, Henry Innis. Henry is also the co-founder and CEO at Mutinex GrowthOS, a marketing mix modelling platform designed to drive growth.

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59:20

James Hurman: Previously IT and Future Demand

Black T-Shirts ·

2024/10/22

This week they’re joined by James Hurman, a New Zealand-based entrepreneur, investor, author and advertising effectiveness expert. James is also the founding partner of Previously Unavailable, a creative company that partners with, creates and invests into high-growth startup companies.

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55:31

Johnnie Ingram: We Have Notes On This Episode

Black T-Shirts ·

2024/10/15

This week they’re joined by Johnnie Ingram, Award Winning Executive Producer, Creative Director, Director & Show Creator of We’re Here — the unscripted series that follows drag queens as they prepare to perform in small conservative towns.

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56:28

Wanda Pogue: Post Creative Strategy

Black T-Shirts ·

2024/10/08

In this episode of Black T-Shirts, Wanda Pogue, Global Chief Strategy Officer of Vayner Media, speaks to how her understanding of creative strategy has evolved from her days at Saatchi & Saatchi to now being on the trailblazing side of the industry in an agency that prides itself in finding innovative new ways to tell brands’ stories.

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46:38

AI Merry: The Title For This Episode Could Be Better

Black T-Shirts ·

2024/10/01

In this episode of Black T-Shirts, Al Merry chats to Adam and Brent about what it takes to move from being a creative to founding and running a creative business at the blistering pace set by the current advertising landscape. The interview touches on many tensions faced by creatives and the creative industry today. Perhaps the most relatable point of contention is the tension faced between a focus on the work, vs the commercial and practical realities of running a business.

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65:39

Mia Freedman & Nat Harvey: Sex toys, Super, and Strife

Black T-Shirts ·

2024/09/24

In this episode of Black T-Shirts, Co-founder and creative force Mia Freedman leads with her passion for authentic, women-first storytelling, while CEO Nat Harvey details what it takes to run Australia's largest independent women's media group. Sex toys, superannuation and the issues facing some of Australia's traditional media outlets are discussed in this frank conversation with one of Australia's most powerful publishing team.

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53:15

Davo, Dancing and Creative Direction

Black T-Shirts ·

2024/09/18

This week they’re joined by David Hallberg, Artistic Director of The Australian Ballet. David, or Davo to his mates, was one of the world's most renowned dancers, having been a principal dancer with both the American Ballet Theatre and the Bolshoi Ballet, before becoming Artistic Director of The Australian Ballet. In this episode of Black T-Shirts, David discusses what it takes to have creative ideas and live a creatively fulfilling existence in the world of ballet. He also speaks to his latest

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