Thomas Kolster on

The Unmarketing Code for Meaningful Brands

Brands, Marketing

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Thomas Kolster

Thomas is the Founder and Creative Director of Goodvertising Agency, one of the pioneers in turning environmental, societal and health risks into market opportunities where growing the bottom line goes hand in hand with creating better communities and a better planet.

He has advised numerous Fortune 500 companies, Startups, Government Agencies, and NGOs. He is an internationally recognised keynote speaker who’s appeared at events like TEDx, SXSW, D&AD, and Sustainable Brands. His work has been published at outlets such as Guardian, Adweek, The Drum among others. He also serves as a Jury Member at International Award Shows such as the Cannes Lions and D&AD.

Thomas is also the author of two books, Goodvertising and, most recently, The Hero Trap.

This Episode is also available on: Apple Podcasts | Google Podcasts | Anchor.FM

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Show Notes

Discovering the world of Marketing and Advertising [01:40]

 The Event that changed the direction of Thomas’ Career [03:41]

Key Challenges in building Sustainability for Brands [09:24]

How do Monolithic Brands get ready for Change? [14:44]

Why Brands should care more about “Me” and do more “Unmass” Marketing [20:14]

Putting the Marketing Mix in the hands of the Consumer [30:57]

Applying the LEGO brick idea to a Mobile Phone [36:49]

Redesigning the Marketing Department of the Future [43:20]

Change in Leadership Style needed for Unmarketing [51:10]

Why Sustainability has a Storytelling Problem [57:04]

Adding a New Layer of Marketing to Brands [01:06:30]

Thomas’ Favourite Books [01:11:20]

Three pieces of advice Thomas would give his Younger self [01:12:15]

The Four Guests Thomas would invite for a Dream Dinner [01:14:46]

Thomas’ definition of the word ‘Successful’ [01:18:02]

The advice Thomas would give an 18 year old studying at University today [01:20:03]

What is that something that Thomas believes in that nobody agrees with him on? [01:22:54]

The best piece of advice Thomas has received [01:25:28]

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Thomas Kolster

The Unmarketing Code for Meaningful Brands

Pooja Jauhari is the former Group CEO of VMLY&R India, and former CEO of The Glitch. Over her two-decade-long career, Pooja has worked with some of the biggest brands in the country and the world, and introduced powerful campaigns to society.

Pooja has worked with some brilliant people and has held important responsibilities over the past 20 years. She is the Founder of Seat At The Table, an unbiased investment and advisory initiative to invest in companies and people that are built on a purpose.

Prior to her appointment in the VMLY&R network, Pooja was the CEO of The Glitch, a high-performance creative company that has worked hard to create a workspace that is gender blind, inclusive and progressive. The Glitch was acquired by WPP, the world’s largest marketing communications company in 2017, and integrated into the VMLY&R network within WPP in 2020.