This episode features an interview with Gerard Crichlow, who heads up Global Strategy on the Unilever brands- Axe/Lynx at IPG. Gerard collaborates with several IPG entities worldwide to ensure the Axe/Lynx brands connect to their consumers and cultures.  Some quotes from Gerard from the episode. "And for me, if we're in the attention game, who does attention best, and that tends to be entertainment companies. And so I've always tried to look at how do we shift from interrupting people to providing entertaining content." "There is no more monoculture, especially for younger people. So you have to be able to entertain in order to get people's attention." "I kind of start from the premise that no one gives a shit about your brand. So I almost like take the brand hat off. Of course, we're doing it for brands. And so we. we then first look at what is the landscape, what are the signals, what are those conversations or topics. And then we then put our brand hat back on and then look at are any of these topics related to the brand's point of view.  "If you fan like a fan, you almost take your brand hat off and you speak like the fan, you're interested in what they're talking about, you like the same songs, the same tracks, you know the backstories, all of those things." "It's like a muscle. You post a lot. Some things will fly. Some things won't. But the things that do fly do really, really well. And from what we see is we keep a small team, meet every single day, post, get that muscle going. And then when things fly, and we think the engagement and the conversation is scaling. we begin to provide value. " "It has so many more implications, not just social. It actually is trickling itself from the ground in the social conversations into bigger pieces of work, like the above the line work. So what are the sort of types of conversations that people are talking about What influencers or musicians do they relate to? Those are partnerships we then go after. What do they want because Axe as a fragrance brand? What do they want from fragrances? How do they react to each other?"