Ep 22: Why Nils Leonard stopped just making ads – and started making things

<p>In a world of endless scrolling and skippable content, what makes something worth holding onto?  </p><p> </p><p>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.  </p><p><br></p><p>Throughout the episode, Nils and Rory explore: </p><p><br></p><ul><li>Nils’ journey from ad man to global studio founder </li></ul><ul><li>Why physicality is capturing our attention again </li></ul><ul><li>Why, when it comes to creativity, “different beats better” </li></ul><ul><li>Why originality often comes from getting dangerously close to the line </li></ul><p><br></p><p>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. </p><p> </p><p>00:00 – Nils Leonard joins Mail Unleashed </p><p>01:05 – Nils&#39; journey from the Jobcentre to advertising </p><p>06:15 – Learning to write your own narrative </p><p>10:05 – Why Nils founded Uncommon </p><p>11:45 – Why ‘different’ beats ‘better’ </p><p>14:05 – Why advertising abandons things that still work </p><p>16:05 – Creating physical objects people want to talk about </p><p>18:10 – Why physicality is winning attention in the age of AI </p><p>23:00 – Why memorable beats narrowly targeted </p><p>30:05 – The Piers Morgan hairdryer and creating cultural impact </p><p>33:15 – Direct mail, fame and the value we struggle to measure </p><p> </p><p>Nils Leonard is Founder of Uncommon Creative Studio and one of advertising’s most recognised creative leaders.  </p><p><br></p><p>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. </p><p> </p><p><strong>Follow Nils. </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/nils-leonard-373b2b3/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/nils-leonard-373b2b3/</u></a>  </p><p><strong>X </strong>- <a href="https://x.com/nilsleonard" target="_blank" rel="noreferrer noopener"><u>https://x.com/nilsleonard</u></a>  </p><p><br></p><p><strong>Follow Rory.  </strong></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/in/rorysutherland/" target="_blank" rel="noreferrer noopener"><u>⁠https://www.linkedin.com/in/rorysutherland/⁠</u></a>  </p><p><strong>X </strong>- <a href="https://x.com/rorysutherland" target="_blank" rel="noreferrer noopener"><u>⁠https://x.com/rorysutherland⁠</u></a>  </p><p><strong>TikTok </strong>- <a href="https://www.tiktok.com/@rorysutherlandclips?lang=en" target="_blank" rel="noreferrer noopener"><u>https://www.tiktok.com/@rorysutherlandclips?lang=en</u></a> </p><p> </p><p><strong>Watch the full episode.  </strong></p><p><strong>Website </strong>- <a href="https://www.marketreach.co.uk/mail-unleashed/nils-leonard-uncommon" target="_blank" rel="noreferrer noopener"><u>https://www.marketreach.co.uk/mail-unleashed/nils-leonard-uncommon</u></a> </p><p><strong>YouTube </strong>- <a href="https://youtu.be/ahpwsZRpJt4" target="_blank" rel="noreferrer noopener"><u>https://youtu.be/ahpwsZRpJt4</u></a>  </p><p><br></p><p>Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️  </p><p><br></p><p><strong>LinkedIn </strong>- <a href="https://www.linkedin.com/company/marketreach-from-royal-mail/" target="_blank" rel="noreferrer noopener"><u>⁠https://www.linkedin.com/company/marketreach-from-royal-mail/⁠</u></a>   </p><p><strong>X </strong>- <a href="https://x.com/MarketreachUK" target="_blank" rel="noreferrer noopener"><u>⁠https://x.com/MarketreachUK⁠</u></a>   </p><p><strong>Facebook</strong> - <a href="https://www.facebook.com/p/M