Ep 22: Why Nils Leonard stopped just making ads – and started making things
Mail Unleashed with Rory SutherlandShow Notes
In a world of endless scrolling and skippable content, what makes something worth holding onto?
Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape.
Throughout the episode, Nils and Rory explore:
Nils’ journey from ad man to global studio founder Why physicality is capturing our attention again Why, when it comes to creativity, “different beats better” Why originality often comes from getting dangerously close to the line
Plus, they unpack why human effort still hits differently in an age of AI, and what that means for marketers looking to create work people genuinely notice, value and remember.
00:00 – Nils Leonard joins Mail Unleashed 01:05 – Nils' journey from the Jobcentre to advertising 06:15 – Learning to write your own narrative 10:05 – Why Nils founded Uncommon 11:45 – Why ‘different’ beats ‘better’ 14:05 – Why advertising abandons things that still work 16:05 – Creating physical objects people want to talk about 18:10 – Why physicality is winning attention in the age of AI 23:00 – Why memorable beats narrowly targeted 30:05 – The Piers Morgan hairdryer and creating cultural impact 33:15 – Direct mail, fame and the value we struggle to measure
Nils Leonard is Founder of Uncommon Creative Studio and one of advertising’s most recognised creative leaders.
Formerly Chief Creative Officer and Chairman of Grey London, he has been named Business Insider’s most creative person in advertising. A champion of creativity and industry change, Nils has delivered award-winning work for global brands.
Follow Nils. LinkedIn - https://www.linkedin.com/in/nils-leonard-373b2b3/ X - https://x.com/nilsleonard
Follow Rory. LinkedIn - https://www.linkedin.com/in/rorysutherland/ X - https://x.com/rorysutherland TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en
Watch the full episode. Website - https://www.marketreach.co.uk/mail-unleashed/nils-leonard-uncommon YouTube - https://youtu.be/ahpwsZRpJt4
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