AW360

What do Marmite, Guinness, and Buffalo Trace have in common? They’ve all been part of the theatrical, strategic, and delightfully human experiences created by Hot Pickle.   In this episode, Rupert Pick—co-founder of the experiential agency Hot Pickle—joins us to share the story of how a Marmite pop-up store launched a 15-year journey creating unforgettable brand experiences for clients like Diageo, BBC, Amazon, and Moët & Chandon. From retail rule-breaking to building brand homes that feel more like conversations than campaigns, Rupert dives into the origins of Hot Pickle to the future of experiential.

In this episode of the AW360 Podcast, we sit down with Richard Exon, Co-Founder of London-based creative agency Joint, for an expansive conversation on where the creative industry stands in 2025—and where it’s headed. From navigating the rise of generative AI to evolving client-agency relationships, Exon shares sharp insights on how agencies can stay indispensable in an era of automation, fragmentation, and unpredictability. We explore: * Why AI is a catalyst—not a replacement—for human creativity * The evolving role of DEI in agency culture and hiring * How Gen Z’s resilience is shaping new consumer and talent dynamics * What clients really want in an age of political and economic volatility * Why “primary thinking” is the new agency superpower Whether you’re a strategist, a creative, or just trying to keep pace with change, this is your front-row seat to what’s next in marketing, agency life, and creative leadership.

Stephen Beck, Founder and CEO of Engine Digital, joins the EW360 podcast to explore what it takes to spark meaningful innovation inside large, legacy organizations. He shares how his team operates in the space between consultancy and digital agency, guiding companies from upstream strategy through end-to-end design and engineering. Stephen breaks down why cultural buy-in—not just budget—is the real key to innovation, and how underused assets like brand narratives or dormant domains can become powerful digital tools. He also discusses the balancing act of investing in future-ready ideas without clear line items, the importance of co-creation with the right partners, and how AI serves as an enabler—not a strategy in itself. Plus: insights on navigating uncertain markets, embracing calculated risk, and the overlooked impact of organizational storytelling.

In this episode of the AW360 podcast, we’re joined by Matt Owens, Chief Design and Innovation Officer at Athletics, a boutique brand innovation studio based in NYC. Matt shares how Athletics helps brands navigate a rapidly evolving creative landscape—from building “living” brand systems to embracing AI not as a crutch, but as a creative co-pilot. We dig into: * Why boutique agencies are thriving in enterprise-level work * How AI is being used (and misused) in brand design workflows * What it really means to create a living brand system * Why mindset—more than tools—is the key to real-time brand building * The tension between individuality, enterprise needs, and creative integrity * What the future holds for design systems, AR, modularity, and creative governance It’s a conversation about rolling up your sleeves, rejecting rigid rules, and leaning into what Matt calls “rebel optimism.” Learn more at athleticsnyc.com [https://athleticsnyc.com]

We’re live from Advertising Week Europe 2025 at 180 Studios in London for this episode of the AW360 Podcast, joined by Henry Stokes, Senior Director for Ads at PayPal UK. With PayPal Ads officially launching in the UK, Henry gives us a behind-the-scenes look at the global rollout, key lessons from the U.S. debut, and what sets PayPal apart in the crowded commerce media landscape. From turning real transaction data into full-funnel strategies to helping brands unlock measurable growth, Henry shares how PayPal is using its unique position at the intersection of payments and media to redefine performance marketing. If you’re curious about the future of personalized shopping experiences, ROI-driven advertising, and where PayPal fits into the next wave of commerce media—this one’s for you.