With over eight years of industry experience, Gonzalo is currently a creative director at Fahrenheit DDB. 

We spent two minutes with Gonzalo to learn more about his background, his creative inspirations and recent work he’s admired. 

Gonzalo, tell us …

Where you grew up, and where you live now.

I was born in Lima, Peru, and I’m still living here. Although I have plans to work in larger markets, this city has something that is hard to leave behind. It has so many good things and so many horrible things—it feels addictive.

How you first realized you were creative.

I was never the best student nor the worst. But I always did things in a unique way—always my own way. In writing exercises, I created stories that left the teacher completely shocked. The same happened when it came to singing songs. There was no way I wouldn’t change the lyrics to all of them. I always knew I was a creative person.

A person you idolized creatively early on.

My parents. My dad was a visual artist who had a unique way of seeing life. He had muscular dystrophy, which made him progressively lose strength. I always saw him inventing tools and machines to solve his physical problems. And my mother is very creative. There’s no one funnier than her. She also writes and sings. My habit of changing lyrics came from her. I’m almost an exact copy of the two of them mixed together.

A moment from high school or college that changed your life.

Once, in school, I got into big trouble. When YouTube was something new, we recorded a very stupid video with some friends, mocking some classmates. We uploaded the video, and soon everyone was sharing the link. The parents of the kids complained, and we were given a very harsh punishment. Despite not saying anything in the video, I was complicit, even sharing a laugh. It was the first time I felt I had caused harm to someone. That experience prompted deep reflection.

A visual artist or band/musician you admire.

Cuban singer-songwriter Silvio Rodríguez. He grew up as a musician during the time of the Cuban Revolution, so his songs are very political, but also very sentimental. One of my favorites is called “Testamento,” in which he sings about all the topics he hadn’t dedicated a song to before. It’s like a mea culpa for not composing enough songs. That song always touches my heart.

A book, movie, TV show or podcast you recently found inspiring.

Recently, I watched a Chilean documentary called The Eternal Memory, which portrays the life of an important journalist who dedicated part of his life to promoting collective memory in Chile, so the people here wouldn’t forget the dictatorship. However, now he is losing his memory due to Alzheimer’s. It’s a deeply emotional film that draws a parallel which I found brilliant.

One of your favorite creative projects you’ve ever worked on. 

AWA: “The Soap That Cleans the Rivers” is one of the projects that makes me feel the most proud. This idea had to be postponed due to the pandemic. It was a huge effort, which makes it even more deserving. It won the first Innovation Lion in the history of Peru.

A recent project you’re proud of.

I’m working on a B2B idea for Corona. We are at the filming stage. The idea is called “Rent Your Sunset.” It’s an initiative where different businesses with a sunset view rent their windows to Corona. Doing so creates a new space for communication, inviting people to enjoy nature.

Someone else’s work that inspired you years ago. 

The work done by Del Campo Saatchi & Saatchi was the first to inspire me. When I began in advertising, the case study from “The Fairest Night” blew my mind.

Someone else’s work you admired lately.

For the past few years, I’ve admired Mihnea Gheorghiu. I love everything he’s done for Diesel, with a lot of consistency, boldness and brilliance.

Your main strength as a creative person.

Obsessiveness. I know many people with exceptional talent, but I doubt there are as many people with the level of obsession that I have.

Your biggest weakness.

My tendency to take on more than I can handle at times. I struggle with the notion that it’s sometimes necessary to let go.

A mentor who helped you navigate the industry.

Today, my biggest mentor is my boss, Sergio Franco. The trust he has placed in me to lead projects and teams has made me feel capable of doing so. He possesses a very strategic and profound view of creativity. It’s something I strive to learn from each day.

How you’re paying it forward with the next generation of creatives.

Being a creativity teacher in different schools is something that gives me immense satisfaction. I think the greatest thing anyone can do is to share what they know without selfishness or pettiness.

What you’d be doing if you weren’t in advertising.

Any other profession that involves creativity or art. Interior design, culinary arts, filmmaking, literature. The beauty of advertising is that it often enables you to explore different worlds.

The post Gonzalo Pazos of Fahrenheit DDB on the Beauty of Advertising first appeared on Muse by Clios.

Stephanie, a neuropharmacologist, is the founding advisor of Beyond the Bench. The firm provides solutions to organizations and clinics in the natural product, plant medicine and psychedelics sectors. Stephanie champions the exploration of novel therapeutic approaches.

She has also had a hand in several startups, including music label Public Secret, management agency/ artist collective Mt. Mushmore, and The Last 6, which funds research for Kawasaki disease.

Stephanie’s career path includes experience at Johnson & Johnson (Biosense Webster). She is also a prescriber for MDMA and psilocybin therapy for the Canadian Special Access Program (SAP), and a scientific advisor for the Microdosing Collective.

We spent two minutes with Stephanie to learn more about her background, her creative inspirations and recent work she’s admired. 

Stephanie, tell us …

Where you grew up, and where you live now.

I grew up in Montreal. I moved to Los Angeles in 2017, and now live up the coast in Ventura, Calif. 

How you first got interested in psychedelics.

Like many, it started with my own experience. I also studied neuropharmacology and have a deep interest in the brain. During my studies and research fellowship, I explored traumatic brain injuries. I was struck by the limitations of traditional pharmacotherapy, which often falls short as a long-term solution. The enduring challenges faced by individuals with TBI underscored the need for more effective interventions. Through my personal use of evidence-backed plant medicines, I discovered the meaning of plant power. And I’ve made it a mission to innovate in healthcare, to demonstrate the value of integrative medicine and to bridge science and spirit. 

One of your favorite projects you’ve ever worked.

I’m currently touring a talk with my friend Jane Garnett (LMFT) called “The Chemistry of Joy.” It’s a discussion that covers the therapeutic models and science of MDMA and heart openers. But it’s also a conversation that dives deep into culture and society. We discuss the power of community and how to bridge the gap between healing and joy. It’s informative, fun—and, most of all, important. What I love is that every time we deliver this talk, it takes on a different shape. We’re making it more experiential and though the overarching themes are consistent, Jane and I will dive into a variety of new topics to engage the audience in different ways. And you can always expect a good laugh. 

A recent project you’re proud of.

Modern Medicine Services (ModMeds), an integrative medicine clinic in Los Angeles with a focus on mental health. The ModMeds approach goes beyond traditional therapy, providing comprehensive care that supports the entire human experience and fosters healthy habits outside the clinic. The integrative practice ensures individuals receive complete care with a team of experts. What sets ModMeds apart is its blending of Western medicine with alternative therapies, including psychedelic-assisted therapies.

Soon, I’ll be developing a research program, a provider partnership program, peer-to-peer education and training, plus community outreach. The growing team includes integrative medicine specialists, a psychiatrist, a clinical psychologist, nurses, registered dietitians and acupuncturists. The clinic is designed with attention to detail, featuring art, ambient lighting and elements that create a comforting and inspiring environment.

The biggest challenge psychedelics marketers face today, and how to approach it.

There are stigmas and legal barriers. Despite growing evidence supporting the therapeutic benefits of psychedelics, they remain largely misunderstood and are often associated with illegal drug use. Many providers and other stakeholders in healthcare are skeptical. I’ve even noticed that when running campaigns, like Google Ads, certain keywords related to psychedelics and mental health will get flagged and this will keep you from launching any kind of marketing. Education and awareness are the cornerstones of overcoming these challenges. We must extend our educational efforts beyond the confines of the “psychedelic bubble” and continue to actively seek funding for research.

One thing about how the psychedelic space is evolving that you’re excited about.

People are reaching for the stars. From diverse applications of psychedelic therapies to lobbying efforts and creative business ideas.

Someone else’s work, in psychedelics or beyond, that you admired lately.

Dr. Evan Lewis, my research partner and mentor since my entry into this field, is making remarkable contributions to neurology. His pioneering research highlights the profound connection between mental health and neurological disorders, emphasizing that true healing and optimal outcomes require a multidisciplinary approach that integrates the body, mind and spirit.

A book, movie, TV show or podcast you recently found inspiring.

Awareness by Anthony DeMello.

A visual artist or band/musician you admire.

Up and coming artist collaboration project BIGGER THAN US by BOSA and Marieme.

Your favorite fictional character.

Chandler Bing from Friends, Moira Rose from Schitt’s Creek, the whole cast of Succession, are just a few.

Someone worth following on social media.

Neuroscience of Dance: @neuroscienceofdanceartscience

Your main strength as a marketer/creative.

Intuition

Your biggest weakness.

I can take impersonal matters personally. 

Something people would find surprising about you.

I speak three languages fluently and can get by in three others. So, I can roast you in six languages, haha! 

What you’d be doing if you weren’t in the psychedelics space.

Something creative, like being a musician or architect. I’d love to design interesting and unique homes. 

The post Stephanie Karzon Abrams of Beyond the Bench on Psychedelics Reaching for the Stars  first appeared on Muse by Clios.

Bruno has more than 20 years of experience that spans professional, direct-to-patient, medical education and managed-markets communications. He has worked across numerous therapeutic categories. These include SSRIs, oncology, cardiology, hematology, immunology, hepatology, dermatology, vaccines, women’s health and to rare disease.

We spent two minutes with Bruno to learn more about his background, his creative inspirations and recent work he’s admired. 

Bruno, tell us …

Where you grew up, and where you live now.

I was born and raised in São Paulo and began my advertising career there in 2003. Today I live in New Jersey. I love it here. But as a true Brazilian, I still can’t stand the cold.

How you first got interested in health.

In 2015 I did a project for Huggies that went viral and caught a lot of attention worldwide. “Meeting Murilo” told a beautiful story of a visually impaired mom-to-be “meeting” her unborn child through a 3D-printed version of her ultrasound exam. That project won two Gold Clios, by the way. Thanks to that work, I was invited to join a pharma agency in the United States. I packed my bags (or should I say “life”), and got on a flight to New York. I’ve been working in pharma advertising ever since, and it’s been an incredible journey.

One of your favorite projects you’ve ever worked on.

“Meeting Murilo” is certainly one of my favorites. Not just because I still love the idea (and nothing similar has been done to this day), but also because it changed my career and life.

I’m also particularly passionate about two other pieces of work that I was fortunate to be a part of during the last few years:

“The Inevitable News” for the Columbia Journalism Review, which mobilized the news industry and made competitors put their differences aside and commit to changing the way gun violence is reported in America. And “Social Bullets” for Kazoo, which brought to light the staggering reality that social bullying among young Americans can be life-threatening—and did so in a way parents couldn’t ignore.

One thing about how health is evolving that you’re excited about.

Healthcare agencies are transitioning from “just” promoting new treatments in the industry to becoming developers of real healthcare solutions to doctors and patients. This is taking shape in multiple ways: experimental medical devices, new technologies that can help patients cope or live better and also AI applications in our industry. I personally think that’s incredible, and it’s the future of our industry. We’ll continue to help promote and launch new and groundbreaking treatments in the space. But I believe agencies can do even more to help elevate the brands we partner with and the lives they impact.

Someone else’s work, in health or beyond, that you admired lately.

Two projects come to mind. The first is “Anne-de-Gaulle” by Havas Paris. They changed the name of one of Europe’s main gateways—Charles-de-Gaulle Airport—to honor his daughter Anne and raise awareness of Down Syndrome. From the façade to the luggage tags to in-flight announcements, everything changed and the entire country couldn’t stop talking about it. An incredibly simple but absolutely powerful idea.

The second is Area 23’s “Magnetic Stories.” They created a series of children’s audiobooks that integrated the frightening sounds from MRI equipment into fun, fantastical elements so children would be less scared.

A book, movie, TV show, or podcast you recently found inspiring.

Bandersnatch. How cool was it for a TV show to break that fourth wall and let the viewer choose their own version of the story. I thought it was genius—an inspiration for how we could potentially tell our clients’ stories.

A visual artist or band/musician you admire.

The Offspring. I grew up listening to them, and they still rock to this day. Speaking of which, their new album releases October 11.

Someone worth following on social media.

Look up @capybara_worlds on Instagram. You won’t be disappointed. We all need a good random distraction to clear our minds for a minute.

Your main strength as a marketer/creative.

I care a lot about the people I work with. Anyone who knows me can attest to it. If you care for and inspire those around you, they’ll deliver their best work. And that’s the key to great work.

Something people would find surprising about you.

I’m a pilot. I own a small plane that I’ve flown all over the country, as well as the Bahamas and Canada. Flying has been my dream since I was a 5-year-old, but it wasn’t until I was 35 and living in the U.S. that I could finally pursue it. I got my license in 2019, and for the past five years, whenever I’m not working, I’m flying. This has mostly been a part of my life that’s totally separate from my career in advertising. Yet, I love turning these excursions into my own personal stories, which I’ve been sharing daily on my Instagram, @fly_with_bruno.

Did I just say flying is totally separate from my career? Well, not anymore. After I joined Calcium+Company, I’ve been going weekly to our Philadelphia office. And when I do, I fly myself, and sometimes my coworkers, like group president Greg Lewis. That’s really awesome.

What you’d be doing if you weren’t in health.

Something related to aviation. Maybe having my own air tour company, or an advertising agency focused on pilots and aviation products. Or maybe even flying for an airline. It’s safe to say I’d be spending a lot more time in the air.

The post Bruno Brasileiro of Calcium+Company on the Evolution of Healthcare Agencies first appeared on Muse by Clios.

Nikki and Leslie lead the creative department at Fallon. Clients include Walmart, Mattress Firm, Arby’s and KeyBank. Prior to Fallon, the pair created work for Southwest Airlines, McDonald’s, Porsche, and ConAgra Foods.

We spent two minutes with Nikki and Leslie to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. 

Nikki and Leslie, tell us …

Where you grew up, and where you live now.

• Nikki: I grew up in Rochester, Minn. And after doing a full counterclockwise circle around the U.S., I now live in Minneapolis.
• Leslie: I grew up in Arlington, Texas, and now in Minneapolis, which is “right up 35,” much to the comfort of my parents, who were not fans of me living in New York. 

How you first realized you were creative.

• Nikki: Making bubble letters with shadows for my student council posters in high school.
• Leslie: Math was just so uninspiring. 

A person you idolized creatively early on.

• Nikki: John Hughes
• Leslie: Gary Larson. Is that nerdy? Oops.

A moment from high school or college that changed your life.

• Nikki: Realizing I could make the best bubble letters with shadows in high school and being the only one of my friends to NOT get that media job right out of college at Starcom (tears!!!!)  is really what sent me down the creative path. 
• Leslie: Nikki sure is referencing bubble letters a lot. 

A visual artist or band/musician you admire.

• Nikki: Beyoncé <said at same time as Leslie>
• Leslie: Beyoncé <said at same time as Nikki>

A book, movie, TV show or podcast you recently found inspiring.

• Nikki: A 60 Minutes segment about a neurosurgeon who is using focused ultrasounds to cure addiction.
• Leslie: The last scene in the most recent season of Fargo felt like taking good drugs. 

One of your favorite creative projects you’ve ever worked on. 

• Nikki: Walgreens Beauty—”Whatever Makes You Feel Beautiful”
• Leslie: Nikki took my answer. Still my favorite. 

A recent project you’re proud of.  

• Nikki: Mean Girls
• Leslie: TaxAct. I love the line.

Someone else’s work that inspired you years ago. 

• Nikki: Citi – “Live Richly,” from Fallon  
• Leslie: This ad for Blue Bell ice cream ran a lot in Texas when I was a kid. It made me want to drive trucks for them. Very effective. Great line.

Someone else’s work you admired lately. 

• Nikki: Airbnb (the photo campaign from W+K):

Your main strength as a creative person.

• Nikki: Selling.
• Leslie: Casting creatives. Knowing who to put on which briefs and brands (and WHEN to do so) is a never-ending and sometimes frustrating—but important—part of a creative leader’s job. 

Your biggest weakness.

• Nikki: Articulating why I don’t like something.
• Leslie: Interrupting. 

A mentor who helped you navigate the industry.

• Nikki: Jay Russell, CCO at GSD&M
• Leslie: Marianne Malina, North American president at 72andSunny

How you’re paying it forward with the next generation of creatives.

• Nikki: When I started in this business, I was THE woman in the room. An account guy offered to buy me a new outfit for a client meeting. My bosses stopped cursing when I walked in the room. I’m building spaces and teams where everyone feels at home and at peace being themselves. It’s the only way we get to weird, interesting places with our work. 
• Leslie: There’s a long-standing history of creative leaders who operate as though they have the one and only and truest answer to any question. I’m not doing that. I lead by being honest with the creatives who work for me. I don’t always have the answer, but I want to do everything we can to find it together. It’s better to be tough on the ideas but not each other. 

What you’d be doing if you weren’t in advertising.

• Nikki: Either still bartending at TGIFridays or making my way into a scouting career for a Division 1 Men’s College Basketball team. I’m still avail for that hoops gig btw. 
• Leslie: I’m a little disappointed I’m not an intern in public radio somewhere. That or driving a truck for Blue Bell.

The post Nikki Baker and Leslie Shaffer, Co-CCOs at Fallon, on Getting to the Weird and Wonderful first appeared on Muse by Clios.

With over 10 years of experience, Vinay has led multiple projects for brands including the BBC, Bentley, Williams F1, Mind, the English Cricket Board and Virgin.

Vinay spearheads the hiring of creatives from around the world, as well as promoting young people to have an equal voice in the design industry.

He also lectures across the U.K. at universities and leads Popped Corn Collective, a group of international designers who love to create, explore and experiment.

We spent two minutes with Vinay to learn more about his background, his creative inspirations and recent work he’s admired.

Vinay, tell us …

Where you grew up, and where you live now.

I was born and raised in Bradford, a small city in West Yorkshire, U.K. After university, I moved to London, which is now my forever home.

How you first realized you were creative.

As a kid I LOVED drawing new football kits for FC Barcelona. I’d draw new shirts with different patterns and colors without really knowing what I was doing.

A person you idolized creatively early on.

I loved Benjamin Zephaniah’s poetry. I was drawn to his perspective and raw emotion. It was something I could see all around me in Bradford. He was the inspiration for my final high school project.

A moment from high school or college that changed your life.

I created a fake brand for a fake bar called “Flex.” This was the first project where I developed a logo using any materials I could find. From this point, I knew I wanted to create logos for a living.

A visual artist or band/musician you admire.

I’ve been listening to 50 Cent since his debut. His journey, stories and hunger for more shows that no matter where you’re from, with a no-fear attitude you can always succeed.

A book, movie, TV show or podcast you recently found inspiring.

I recently watched Dune Part Two and it’s one of the most awe-inspiring films I’ve ever seen. The cinematography, score and visual effects are expertly crafted. This is what cinema was made for.

One of your favorite creative projects you’ve ever worked on. 

“OneFootball.” We created a super smart symbol and wanted to develop a generator that would develop the rest of the visual assets. We didn’t know how to do this, so we made sketches and animation tests to show how this might work. We eventually got buy-in from the client. We collaborated with Artificial Rome to develop the generator, which has led to the awesome visuals you can now see.

A recent project you’re proud of. 

Working with the mental-health charity Mind has been incredibly fulfilling. It makes me so proud to be a part of the creative industry, knowing that what we do can change lives.

Someone else’s work that inspired you years ago. 

The London 2012 Olympics brand by Wolff Olins. It came out to some mixed reviews, but it was so powerful in its story (to inspire a generation) and so distinctive in design. I learned that when you create something innovative not everyone will understand it right away—but that’s a good thing.

Someone else’s work you admired lately. 

Right now, I’m in love with Yonk, a Dutch duo using VR sculpting to create 3D animations. Everything they do blows my mind. We’ve even collaborated with them on some characters for SVNS.

Your main strength as a creative person.

Telling stories and finding that emotional hook.

Your biggest weakness.

To settle when I think something is right. That’s why I work with so many people with different perspectives, so we keep exploring to create something new.

A mentor who helped you navigate the industry.

As a junior at Interbrand I worked with Dan Barber, a freelance creative director who took me under his wing and showed me how to craft a brand identity. A lot of my early success is because of Dan’s guidance.

How you’re paying it forward with the next generation of creatives.

We regularly present and set design briefs for university students. This way we can share our industry knowledge and help them get ready for the world of work.

What you’d be doing if you weren’t in branding.

Working at a factory in Bradford.

The post Vinay Mistry, ECD at DesignStudio, on Finding That Emotional Hook first appeared on Muse by Clios.

Eric is global chief creative officer at Havas Health, inspiring a creative awakening across the 6,000+ person network. Throughout his career, Eric has guided his teams to win over 100 international creative awards from Cannes, The One Show, Clios, the Webbys, Effies and more. Eric’s work can be found in the Smithsonian’s permanent collection and college textbooks, and has been covered by CNN, NBC, BCC, The New York Times and Fast Company. 

We spent two minutes with Eric to learn more about his background, his creative inspirations and recent work he’s admired. 

Eric, tell us …

Where you grew up, and where you live now.

I grew up in Cleveland, Ohio (cue laugh track). I’ve made pitstops in Chicago and Detroit, but I’ve spent most of my adult life in New York City.

How you first got interested in health.

It’s been a long courtship between me and health marketing. Betwixt briefs for beer, sneakers, jeeps and Big Macs, I started to fall in love with brands like Tylenol, Band-Aid and Listerine. That led to flirts with briefs for hospital systems, insurance, medical devices and eventually prescription drugs — all of which I found intellectually and creatively interesting, but ones most creative people ignored. Before I knew it, folks started considering me a health and wellness expert, even though I was running a general consumer agency. 

Then COVID happened, and I realized that everything about health was about to change — every brand was about to become a health brand. Suddenly, creativity in health, long the backseat of advertising innovation, was about to have a massive creative awakening, and I wanted to be a part of that. And as we all emerged from the fog of COVID, I wanted to make a difference in people’s lives and help close the health equity gap.

Some of your favorite projects you’ve ever worked on.

If you asked most people, they would tell you I’m best known for making Matthew McConaughey the creative director of Wild Turkey; Jeep’s The Middle with Bruce Springsteen, a Super Bowl spot that aimed to heal the nation after the last election; or Band-Aid MagicVision, the app that turned a billion bandages into an entertainment platform.

But those aren’t necessarily the projects that are most meaningful to me. I’ve always been drawn to work that celebrates and supports people and problems that are often overlooked.

My personal picks would be:

Healing the Healers, a film, research study and white paper that aims to ease the mental health crisis and high suicide rate of medical professionals.

Tylenol’s How We Family, a campaign launched moments after the Supreme Court legalized same-sex marriage, which celebrated modern love and sparked an important discussion about health, inclusivity and family.

Another favorite project was The Vitals, a Marvel comic book series celebrating the stories of real nurses and their fight during COVID. It started a national conversation about the urgent nursing shortage. The book is now part of The Smithsonian‘s permanent collection and was the most downloaded comic book of 2021.

A recent project you’re proud of.

I’m obsessed with our work with Earswitch called Airquity. This is exactly the kind of creative innovation that drew me to Havas to focus on closing the health equity gap. Because of how light interacts with melanin, pulse oximeters are less effective on black and brown skin, so Airquity was designed based on the idea that inside the ear canal, all skin looks the same. The groundbreaking campaign addressed racial bias to literally save lives. 

One thing about how health is evolving that you’re excited about.

We’re living in a time where every brand is now a health brand. Traditional health brands are now competing with the biggest brands in the world that are making health their differentiator. Apple, Amazon and Google have taken on health as a big part of the future of their business and their purpose. Before, health was in its own world. Health is the last major industry to undergo a user-centric transformation, and what we’re seeing is patient-led care like never before. We’re seeing a world where the same user transformation that happened in entertainment, telecoms and insurance is now changing how drugs are launched and how people interact with the healthcare system.

Someone else’s work, in health or beyond, that you admired lately.

I have to give massive props to Apple for their commitment to serving underserved populations. Apple’s The Greatest is a magnificent celebration of the abilities of people with disabilities. Best of all, it’s not empty purpose-washing; they have embedded accessibility into each and every one of their devices. I applaud their strategy to not just focus on the greatest number of people, but the people with the greatest need.

A book, movie, TV show, or podcast you recently found inspiring.

Rick Rubin‘s The Creative Act: A Way of Being. Beyond the book, I recently saw him speak at the Universal Music Group and Thrive Global MUSIC + HEALTH Summit. He has always personally inspired my creative journey, and I can’t get enough of how he views the world, content and the power of creativity.

A visual artist or band/musician you admire.

David Byrne. He has continued to reinvent what the standard for music and music videos looks like, and then he moved his creativity to Broadway.

Your favorite fictional character.

Yoda.

Someone worth following on social media.

Winston Green – chief dog officer at Havas Health and Havas Creative Network. You can follow him on LinkedIn and Instagram.

Your main strength as a marketer/creative.

Resilience.

Your biggest weakness.

Procrastination.

One thing that always makes you happy.

Matcha.

One thing that always makes you sad.

When people tell me they’ve never seen any Star Wars films.

Something people would find surprising about you.

I’m the first person in my family who is not a butcher. I come from a long line of butchers dating back many generations to Russia. Ironically enough, I’m also the first vegetarian in my family.

What you’d be doing if you weren’t in health.

I don’t have a screenplay in my drawer, I don’t play guitar, I’m not shooting a short film … I’m exactly where I want to be. 

Somebody recently asked me on a podcast: “What’s my next chapter?” I said, “Health IS my next chapter.”

The post 2 Minutes With … Eric Weisberg, Global CCO at Havas Health first appeared on Muse by Clios.

Pamela serves as vice president of marketing and sales at Monko, a luxury cannabis retailer. Her expertise across cannabis tech sectors includes wholesale e-commerce, laboratory testing, manufacturing systems, point-of-sale solutions, seed-to-sale tracking and e-commerce platforms.

We spent two minutes with Pamela to learn more about her background, her creative inspirations and recent work she’s admired.

Pamela, tell us …

Where you grew up, and where you live now.

I grew up on the border of Tennessee and Virginia, deep in the Appalachian mountains on a working farm. As an adult, I’ve lived in London and spent 15 years in California. Now, I reside in Richmond, Va.

How you first got interested in cannabis.

I worked as a literary agent and in the video game industry in content marketing for 20 years when California legalized recreational use of the plant. I started going to Airfield Supply in San Jose near my house. I talked to the budtenders to help find products to ease me into using cannabis. I learned about their marketing struggles and how advertising compliance and social media companies were making things super hard. I saw a problem that I wanted to tackle. It was hard for me to enter this space as my father was a federal prisoner for cannabis crimes with a three-decade stint in prison. I came to cannabis for the marketing problem, but I stay for people like my dad.

One of your favorite projects you’ve ever worked on.

This article I wrote on the Pink Tax and Cannabis is my favorite. I was able to marry my goal of highlighting women’s issues with a cannabis focus.

A recent project you’re proud.

Monko hosted a salon dinner with 44 people from the DMV area at Cafe Milano in Washington, D.C., to discuss how to roll out recreational cannabis to the city in a way where everyone has a seat at the table. My CEO at Monko is a returned citizen, the chairman of the I-71 Committee, and deeply devoted to social equity. 

The biggest challenge cannabis marketers face today, and how to approach it.

That depends on whether you are B2B or B2C, but it all comes back to compliance and loyalty. How do you fill the top of your funnel with leads? And how do you create loyalty?

One thing about how the cannabis industry is evolving that you’re excited about.

Rescheduling at the federal level may create more chances to advertise on social media with the same sort of stipulations as the alcohol industry.

Someone else’s work, in cannabis or beyond, that you admired lately.

I’ve enjoyed reading Mehka King’s posts on LinkedIn. He’s insightful, thoughtful and artistic in the way he builds his audience.

A book, movie, TV show or podcast you recently found inspiring.

I cannot stop raving about Legends and Lattes. Cozy fantasy is not a genre that I knew I needed until I read it. Vi’s adventure of being an orc who sets aside her sword to open a coffee shop in an idyllic town was so warm and delightful.

A visual artist or band/musician you admire.

I love listening to music while I’m creating content. Unfortunately, I can’t listen to English lyrics or I’ll start jumbling my thoughts. A few years ago I found K-Pop. It’s upbeat and repetitive which makes it the best for writing. My favorite is Big Bang.

Your favorite fictional character.

Gong Yoo’s Goblin in the K-Drama series Guardian: The Lonely and Great God.

Someone worth following on social media.

Brad Bogus was my first boss and educator in cannabis marketing and is a powerhouse and wealth of information, as well as an activist. 

Your main strength as a marketer/creative.

Educational content that converts.

Your biggest weakness.

I’ve been strengthening my skills by analyzing data to run stronger campaigns. Customer retention is one of the largest pain points. I began with a simple “We miss you” campaign in February and now run an entire 30-, 60-, 90-day lost-customer initiative that relies on e-mail nurture and SMS. I’ve been able to increase our retention 62 percent in five months.

Something people would find surprising about you.

I worked in book publishing for 20 years as a literary agent and have an agency named after my dog, Steven.

What you’d be doing if you weren’t in the cannabis industry.

I probably would have started my own marketing consultancy for publishing. But I like working with people like Monko CEO Terrence White, who are fighting for everyone to have a seat at the cannabis table.

The post Pamela Pho, VP of Marketing and Sales at Monko, on Having a Seat at the Cannabis Table first appeared on Muse by Clios.

Khalid has over two decades of experience in healthcare advertising and PR. He currently leads agency teams across Europe as global executive creative director of VML Health. A copywriter by trade, Khalid has built a diverse portfolio that includes working with acclaimed director Tony Kaye. 

We spent two minutes with Khalid to learn more about his background, his creative inspirations and recent work he’s admired.

 Khalid, tell us …

Where you grew up, and where you live now.

I grew up in Kuwait, then moved to Bristol in the U.K. when I was 11. I’ve been living in London for the last 20 years.

How you first got interested in health.

My dad’s a retired doctor and my mother was a nurse, so I was destined to find a way into it.

One of your favorite projects you’ve ever worked on.

A film for the International Committee of the Red Cross called “The Last Mile.” Everyone believed in the vision and worked relentlessly to make it happen. They pulled out all the stops. When the process works, good things happen.

A recent project you’re proud of.

“The Cancer Currency.” Metastatic breast cancer is so incredibly unfair and misunderstood. This campaign, and its intention, is simple, single-minded and grounded in a genuine insight. The fact that we saw significant impact with this makes me hugely proud. It’s also the first project I worked on when I joined VML, so I’ll always hold it close to my heart.

One thing about how health is evolving that you’re excited about.

The ability to track anything and everything. 

Someone else’s work, in health or beyond, that you admired lately.

“NotTurtle” by NotCo and GUT. This campaign used AI, a professional chef and a tech food company to create a plant-based dish to help save an endangered animal, while at the same time preserving local traditions. It combines many elements, but the idea running through its core is super simple, meaningful and relevant to the brand.

A book, movie, TV show, or podcast you recently found inspiring.

TV Series: Secrets of the Octopus. What these creatures can do is astonishing.

A visual artist or band/musician you admire.

David Bowie

Your favorite fictional character.

Geralt of Rivia

Someone worth following on social media.

mr_bingstagram

Your main strength as a marketer/creative.

Patience

Your biggest weakness.

Taking on too much at once. And coffee. Two things that don’t mix.

Something people would find surprising about you.

I have a degree in medical biochemistry. Scientists can be creative, too!

What you’d be doing if you weren’t in health.

Professional gamer or marine biologist. Or both, why not.

The post Khalid Latif, Global ECD of VML Health, On the Ability to Track Anything and Everything  first appeared on Muse by Clios.

Jess is currently the managing director and global head of brand marketing for Morgan Stanley. She is responsible for overseeing initiatives related to branding, media, advertising, sponsorships and events. Jess leads the activation for Morgan Stanley’s marquee sponsorships of The Players Championship. She also guides work from brand ambassadors including pro golfers Justin Rose and Cheyenne Woods and tennis champ Leylah Fernandez.

We spent two minutes with Jess to learn more about her background, her creative inspirations and recent work she’s admired.

Jess, tell us …

Where did you grow up, and where do you live now?

I grew up in Ridgewood N.J.—Jersey girl born and raised. I now live in New York City with my husband, two girls, our dog Clover and turtle Tilly. 

How did you first realize that you were creative?

I started taking ballet when I was three years old and fell in love with expressing myself through dance and music. I wanted to have the ability to create, move and sing. That experience showed me that I would always need a creative outlet. It gives me energy and brings me joy.  

Who was a person you idolized creatively early on?

There wasn’t any one person, but I definitely was obsessed with Madonna, Whitney Houston, Janet Jackson, Mariah Carey, Gwen Stefani , Sheryl Crow, and Pink. I knew the words to all their songs, loved watching MTV videos and tried to copy their dance moves. 

What was a moment from high school or college that changed your life?

I majored in finance and minored in Spanish, so my internships freshman and sophomore year were on trading desks. I was on a path towards Wall Street until junior year, when I took a class in advertising. That summer, I got into an internship program at FCB in San Francisco.

Who is a visual artist or band/musician that you admire?

One of my all-time favorites is Pink. Her powerful voice and energetic performances are one of-a-kind and she is so authentic, honest and relatable in her lyrics. She’s also not afraid to address themes of female empowerment, resilience and individuality. She is fearless and such a bada$$. I took my daughters to see her this summer with my mom and it was an unforgettable experience.

What is a book, movie, TV show or podcast you recently found inspiring.

I am a very curious person, so I am always reading, listening, learning and sharing. I just finished The Silent Patient by Alex Michaelides which is a page-turning, atmospheric psychological thriller. I’m also really into The Huberman Lab podcast and just listened to the episode with Dr. Becky Kennedy, titled Protocols for Excellent Parenting & Improving Relationships of All Kinds. It gives a lot of great parenting tips.

What is one of your favorite creative projects you’ve ever worked on?

In 2006, I worked at Kaplan Thaler Group on a few Procter & Gamble accounts. Our team came up with the “Dawn Saves a Duck” campaign. The message was so successful that it still runs to this day.

What is a recent project you’re proud of? 

I just had my 10-year anniversary at Morgan Stanley and it has been an incredible journey. One of the recent highlights was the 2023 launch of a global campaign called “Old School Grit, New World Ideas.” It reflects the unique combination of qualities Morgan Stanley upholds: the old-school grit of an experienced doer and the new-world ideas of an innovator. We shot with directing duo Salsa and photographer Pep Avila. It is very distinctive for the financial services industry and gave us a platform we are continuing to build on with new campaigns such as “From Grit to Vision.”

What is someone else’s work that inspired you in the past? 

Nike launched “Dream Crazier” in 2019 featuring Serena Williams, and it hit me to the core. Nike continues to find ways to surprise, engage and pull at our heartstrings. I’m a big dreamer and I love cheering on female athletes like our brand ambassadors Leylah Fernandez and Cheyenne Woods.

What is someone else’s work that you have admired lately?

I was watching the Oscars this year and really loved the Rolex ad. It was a very authentic and compelling way to show the watches worn by many actors and heroes we all love.

What is your main strength as a creative person?

I like to dream BIG. I still wear a ring on my right hand that I’ve worn since I was 12. It says “Dream,” and reminds me that you are never too old to have new goals and ambitions. I found that dreaming big ultimately makes the work better and brings energy to our process. 

What is your biggest weakness?

Dreaming big can also get me into trouble, in terms of focus and feasibility. I’m also guilty of too much multi-tasking and a lack of focus … probably because of all my daydreaming.

Who is a mentor who helped you navigate the industry?

My mentor for the last decade has been Mandell Crawley, our chief human resources officer at Morgan Stanley. He is a very positive and inspirational person who has had a tremendous career. While I don’t call on him too often, when I do, he always answers that call—and for that I am grateful.

How are you paying it forward with the next generation of creatives?

Coaching and mentoring are a huge part of my work. I want to ensure I’m providing others with the ability to capture their own potential and opportunity. The next generation will drive the best ideas. So, I like to spend much of my time giving my team what they need to succeed and thrive. 

What would you be doing if you weren’t in advertising?

Life or career coach. I recently took a life-coaching course and loved it. I took a bunch of psychology classes in college, and I’ve always been fascinated with the way people tick, learn and grow.

The post Jess Schnurr, Global Head of Brand Marketing at Morgan Stanley, Likes to Dream Big first appeared on Muse by Clios.

Sydney is creator partnerships manager at Genies, a tech and marketing company that serves artists including Justin Bieber, Paris Hilton and Rihanna. Other partnerships include Universal Music Group, Warner Music Group and the player associations of the NBA, NFL and MLB.

Prior to Genies, Sydney spearheaded label relations and partnerships at The Nations, an independent music curation network on YouTube. Earlier, she was an artist manager held posts at Buchwald and CAA.

Currently, Sydney is also an executive committee member on the City of Hope’s “Future of Hope” board. She also produces the Mycelium music festival.

We spent two minutes with Sydney to learn more about her background, her creative inspirations and recent work she’s admired.

Sydney, tell us …

Where you grew up, and where you live now.

I was born in New York and raised just north of Atlanta. I currently live in Venice, Calif.

Your earliest musical memory.

Going to NSYNC’s No Strings Attached tour with my mom. She was as big of a fan as I was.

Your favorite bands/musicians today.

Victoria Monét, Remi Wolf, HUGEL, Tyla

One of your favorite projects you’ve ever worked on. 

Helping to introduce Paris Hilton’s avatar and establish it as a piece of intellectual property. We helped her introduce it to fans on social media with the announcement of her avatar’s virtual performance at Decentraland’s inaugural Metaverse Festival. During the four-day virtual event, all other artists used pre-recorded video of their sets on a 2D screen. Paris, on the other hand, offered an immersive experience, since her avatar was there dancing in the 3D space with the rest of the audience (see here). After this, we helped create other social activations to build recognition for her avatar. This led to Paris’ digital fashion release where fans could acquire and rock a piece from her Y2K collection on their own Genie avatar.

A recent project you’re proud of.

Just launched Lay Bankz’s avatar. It has its own social accounts that will strategically cross over to her main channels. This is the start of a much larger plan. I believe it will set a precedent for how to properly build avatar IP.

One thing about how the music world is evolving that you’re excited about.

The creativity stemming from the importance of identifying and hyper-serving your superfans. Superfans spend 68 percent more money than average listeners and their social signaling and engagement can influence non-fans to become fans. So, besides the desire to give back to those who love you most, harnessing superfandom promotes longevity and success for artists in an era where attention is limited and choice is endless. In addition to special access or perks, superfans really want to interact with and impact an artist. I believe avatar and AI technology will continue to help address this need.

Someone else’s work, in music or beyond, that you admired lately.

Growing up as a dancer, I’ve been a huge fan of choreographer Parris Goebel. Her recent work for Doja Cat’s Coachella performance was *chef’s kiss*

A book, movie, TV show or podcast you recently found inspiring.

Maybe You Should Talk to Someone by Lori Gottlieb, which gives unique insight into human behavior through the lens of a psychotherapist. This book inspired me to look at my thoughts and habits differently and increased the amount of empathy I have for others. 

Your favorite fictional character.

Any character from the Harry Potter series. Except Dolores Umbridge—we hate her.

Someone worth following on social media.

@benmeer! He posts about systems that will optimize and brighten your life.

Your main strength as a marketer/creative.

Being able to put myself in the shoes of the artist or my audience.

Your biggest weakness.

Finding the free time to stay up to date on all the latest trends on a consistent basis!

Something people would find surprising about you.

I am a huge sci-fi and fantasy nerd. Love the Dune and Red Rising series. 

What you’d be doing if you weren’t in the music business.

One of my majors in college was psychology, so definitely something in that field—either research or therapy.

The post Sydney Wiklund, Manager of Creator Partnerships at Genies, on Hyper-Serving Your Superfans first appeared on Muse by Clios.