Two of Australia’s best-known creative professionals, Adam Ferrier of Thinkerbell and Brent Smart, Chief Marketing Officer of IAG, have come together to celebrate creativity in marketing in their new podcast on LiSTNR, Black T-Shirts.

In each episode, the adland basic black t-shirt wearing the duo Ferrier and Smart will delve into a famous creative work, to understand what it takes to make something great, and also if it would pass market research, the putting in a focus group.

The first episode of the series, which launched on March 22, features Claudine Cheever, vice president of global marketing at Amazon, to talk about the company’s data-driven adoption of emotional storytelling.

The second episode, launched the same day, features renowned British designer Ben Pollitt, ECD group at AdamandeveDDB. Pollitt is co-creator of the famous John Lewis Christmas campaigns, arguably the most influential and successful ongoing creative campaign of our generation.

Ferrier is a multi-award-winning advertising creative strategist and founder of famed agency Thinkerbell. He is also a leading consumer psychologist and an authority on behavioral economics. He is the author of Stop Listening to the Customer and The Advertising Effect, and a regular on shows such as Gruen, Sunrise and The Project.

Smart spent 20 years in agencies, running the New Zealand agency of the decade Colenso BBDO and becoming CEO of Saatchi & Saatchi New York. In 2017, he moved to the client side, becoming CMO at IAG, where he grew the NRMA Insurance brand from the 36th strongest brand in Australia to 5th according to Brand Finance, and won the coveted Grand Effie the last year. Smart is also one of the most creative marketing directors in the world.

Ferrier said of the podcast, “Great creativity often comes with a complex personality, with a compelling story. We wanted to explore these people and their own relationship to their creativity, their motivations and explore the fundamental question ‘their production. creative really connect on a human level?'”

Smart replied, “I thought we just wanted to share the discussions we’re having over a few beers about creativity with more people.”

Nikki Clarkson, CMO of SCA, said: “The black t-shirts are both informative and entertaining, making them a great listener. Creativity is at the heart of everything we do at SCA, including all our marketing activities. There aren’t many podcasts available that bridge the gap between business and creativity and this one takes full advantage of that opportunity.”

Episodes One and Two of The Black T-Shirts are available now on LiSTNR with new episodes releasing weekly.

As part of the launch strategy, black t-shirts were given to creative thought leaders to wear for the week. If you see someone in your agency or workplace wearing a black t-shirt, we gave it to them, so ask them about the podcast. If you want to look as creative as them, you can buy your own Black T-Shirts black t-shirt at

You can also follow Black T-Shirts on Twitter @BlackTShirts, on Instagram @blacktshirtspodcast and on LinkedIn at Black T-Shirts Podcast.

About LiSTNR

LiSTNR is a curated and personalized free app offering radio, podcasts, music and news, creating a new audio destination for all Australians. Featuring a fun and intuitive onboarding process, LiSTNR offers an audio destination designed for each listener’s routines and preferences. Highly personalized, it offers listeners a new world of audio entertainment, with their own daily audio stream and easy discovery of new content through curated recommendations. Available on a wide range of devices including iOS and Android, CarPlay and Android Auto, Google Assistant and Alexa and Android TV, LiSTNR enables a fantastic listening experience, anytime and anywhere. Open your ears to a whole new world of audio – download the free app today.

Elizabeth J. Harless