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Will Burns on the Pros + Comms Podcast
The Creative Model Is Broken. What Comes Next?
October 26, 2026
Will Burns
Ever been interviewed for a podcast by your clients? Me neither, until now. Laura Smith and Brian Rowley are clients from BrightSign. We recently did a branding assignment for them, where we came up with over 20 ideas for them, they chose one, and we produced it using 100% AI. Well, they were intrigued with our creativity model and asked me on their podcast, Pros + Comms. I happily obliged and it was a great discussion about the future of the ad industry.
From the podcast page:
Creative teams face constant pressure to move faster while working with tighter budgets. As the demand for content grows, brands need a creative process that gives strong ideas room to emerge and develop.
In this episode, Laura and Brian talk with Will Burns, founder and CEO of Ideasicle X, about how that process is evolving. They discuss why in-house teams can become trapped in familiar thinking and how outside perspectives can open new creative possibilities. Will also shares how virtual collaboration changes the way ideas take shape, where AI can strengthen production, and why the future of brand creativity may depend on choosing work that people will actually remember.
Will Burns is the Founder & CEO of Ideasicle X. He's an advertising veteran from such agencies as Wieden & Kennedy, Goodby Silverstein, Arnold Worldwide, and Mullen. He was a Forbes Contributor for nine years writing about creativity in modern branding. Sign up for the X Factor Newsletter and never miss a post.
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