Adam Morgan is the founder of consultancy Eat Big Fish and author of the landmark marketing book Eating the Big Fish.

In this episode, host James Welch sits down with Adam to explore why the challenger brand concept is widely known yet deeply misunderstood — and why a challenger mindset is just as powerful inside Uber as it is inside a startup.

Adam shares the origin story of his consultancy (born from anger after TBWA rejected his book), the Apple stock he regrets never buying, his role in the new collective the Illuminari, and a surprising new chapter: writing children's picture books rooted in what he calls "joyful defiance."

Stick around for the High Five rapid-fire round featuring Tim Harford, Rory Sutherland, and a £350 offer to learn the principles of his own book.

Rigour and standards are the only real competitive advantage left in creative strategy. So why is the industry sprinting away from both?

Rob Campbell is a global creative strategist who has deliberately spent his career moving across countries and cultures — from the UK to the US, China, New Zealand, and beyond — to escape the industry bubble and understand what truly makes people and brands tick. He works with musicians, street culture designers, and major sports brands, and he brings an uncompromising commitment to truth, originality, and depth to every project.

In this episode of Signals & Sparks:

→ [00:52] Why AI is a "corporate truth serum" that reveals what companies actually value — not what they say they value

→ [04:41] The difference between AI as an efficiency tool and AI as a liberator of human potential

→ [08:18] Paranoia, curiosity & rigour: Rob's real process — not a framework in sight

→ [11:37] "Tough love is still love" — why high standards make you a better creative partner

→ [14:24] Truth over harmony: honesty as a creative practice, not a personality trait

→ [16:15] The case against sprint culture — and why going into a company's founding vault matters more than reacting to current data

→ [19:22] Why constantly moving overseas was the best decision Rob ever made

→ [23:05] The Remembrance Sunday church visitors' book story

Key quote: "Rigour and standards — at the end of the day, that's the only thing you've got that will set you apart."

Guest: Rob Campbell — Global Creative Strategist

Host: James Welch

Series: Signals & Sparks — After Dinner Chats #26

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Are AI tools signalling the death of creative agencies as we know them today?

On the second anniversary of his consulting business, Spark AI, the regular guest lecturer on the Advanced Diploma for AI in Business at Saïd Business School, University of Oxford, Jules Love joins me to discuss how the agency landscape is shifting fast.

He even wrote the book on the subject, SHIFT.

Yes, our host James Welch chats with Jules to break down exactly how Generative AI is upending the agency model. And what he's helping agencies do about it

In this session, we’ll explore a bunch of topics, in the usual format. What's caught your eye, what are you up to then the quick fire 'high five' round that is never as quick as that as it's so interesting to find out what makes people tick.

Key Takeaways:

1. The End of Project Pricing: Why agencies are shifting towards monthly subscriptions by selling AI-powered capabilities rather than human time.
2. The Bottleneck Shift: How speeding up asset creation with AI forces structural bottlenecks further down the pipeline into governance and quality control.
3. Future-Proofing Talent: Why forward-thinking companies are overhauling graduate programmes to focus less on technical skills and more on client relationship building.