Welcome back to The B-Side with James Barrow. It’s been a minute, but I’m pumped to be back and diving into a new season of no-nonsense discussions on all things creativity, in all its forms.

I’m excited about what’s coming for The B-Side. Alongside my conversations with brilliant guests, I’ll be expanding the Bites of Wisdom section—sharing my own thoughts on creativity, branding, and unlocking your creative potential. My goal is to give you insights you can actually use—no fluff, just real, practical ideas to help you think differently and build something meaningful.

To kick things off, today’s episode was recorded back in September, and I had a great chat with Matt Turl, CEO of Spark Foundry Australia. Matt’s been in media for over 20 years, working across London, Malaysia, Hong Kong, and Australia with some of the biggest brands in retail, fashion, automotive, travel, and finance. He played a huge role in shaping Spark Foundry’s approach to media, combining digital, analytics, and strategy to help brands like Westpac, Arnott’s, Toyota, and HCF make smarter decisions.

But beyond his experience, Matt’s just a great guy with sharp insights into where media is heading. We talk about his career, the lessons he’s learned, and what he sees on the horizon. I really enjoyed this one, and I think you will too.

So, let’s get into it. Cheers

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Ever wonder how personal experiences fuel creativity? On episode 46 of The B-side with James Barrow podcast, I catch up with Jonathan Seidler, an author, creative director, and music critic who brings a fresh perspective on culture and mental health. He’s written for The Guardian, Sydney Morning Herald, and The Australian, and has a column for Esquire that dives into men’s mental health and fatherhood. With a background at agencies like Leo Burnett and M&C Saatchi in Australia and London, Jonathan knows how to craft campaigns that resonate.

His memoir, It’s A Shame About Ray, got rave reviews and was even turned into a live performance at the Sydney Writers' Festival 2023. Plus, his debut novel, All the Beautiful Things You Love, is out now from Pan Macmillan.

We kick it off talking about Jonathan's background and how he went from studying law to find a home in the creative industry. He shares some personal stories about the people and experiences that shaped his creative journey, what fuels his creativity and how his diverse influences come together in his work. He also talks about his love for music (being an unashamed Nu-metal apologist) and how creative polymaths like Tyler, the Creator and Pharrell inspire him.

We jam on his creative process, exploring how he goes from a rough idea to a finished project using the 12 box method. Jonathan opens up about the emotional heart of his memoir, It’s A Shame About Ray, and why writing about his father's struggles with mental illness felt so important to him. Then we get into the inspiration behind All the Beautiful Things You Love. Jonathan reflects on the experiences he and his ex-partner went through after their breakup, including selling their shared belongings and the interesting characters he met along the way.

He also gives some great tips for beating creative block and staying inspired. Plus, he reflects on a piece of work he's particularly proud of and talks about how having diverse experiences and interests shapes his storytelling. And as we wrap up, he shares some solid advice for anyone looking to follow a similar path, along with his creative philosophy.

This was a fascinating conversation, full of insights that are both inspiring and practical. If you want to learn more about how personal experiences drive creativity and the value of diverse perspectives in storytelling, give it a listen. Cheers!

All the Beautiful things you love is available here: https://www.panmacmillan.com.au/9781761269547/

or here: https://www.amazon.com.au/All-Beautiful-Things-You-Love/dp/1761269542

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Ever wondered how advertising can drive real social change? On this episode 45 of the B-Side, I catch up with Simone Waugh, the Managing Director at Publicis Worldwide Australia. Simone is an industry powerhouse, all about using advertising to make a positive impact through the power of creativity. She's worked across a range of sectors including tourism, healthcare, education, and sports. She even led the communications for the winning Brisbane 2032 Olympic Games bid with the Queensland Government.

We jam on her campaigns like "Lag Kills," tackling youth drink driving by highlighting the dangers of lag in video games, and "Red Flags," a campaign aimed at educating the community about coercive control to combat domestic violence. Simone shares her passion for amplifying First Nations voices and her role as the executive sponsor for Publicis' ANZ’s emBRACE employee resource group. She also dives into ScUber, the world’s first submarine rideshare program, designed to raise awareness about Australia’s reef ecosystem and protect coral reefs.

We unpack what it takes to build effective community campaigns and explore a range of other concepts like Simone’s concept of "Kairos time" – and Simone shares memorable moments from her career, the challenges she’s faced, and her vision for the future of advertising and social impact.

Simone's insights are both inspiring and practical. This was a fascinating conversation, if you want to learn more about how advertising can drive meaningful change and how you can contribute to social impact through your own work. Give it a listen. Cheers.

You can find Simone on LinkedIn

Or get in touch with her at Publicis Worldwide Australia

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