In this episode of Inside the Collective, Brad Amos sits down with Emma Eichbaum, a researcher and strategist with close to two decades of experience across APAC, including 13 years at Kantar working in New Zealand, Thailand and Singapore, and now founder of Oak Tree Insights and Consulting.

They talk about the real difference between research that's rigorous and research that's useful, why she stayed deliberately industry-agnostic instead of specialising, and where AI genuinely helps versus where it flattens insight into averages. Emma also shares what it's like watching organisations ignore evidence that points clearly in one direction, and how her read on a market changes depending on which country she's physically standing in.

A conversation about what it actually takes to turn data into a decision someone will act on.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.

In this episode of Inside the Collective, Brad Amos sits down with Sam Ward, founder of Playmaker Creative Club and producer of three Olympic Games, who has spent 15 years building brand experiences at the intersection of sport, fashion and culture.

They talk about why Sam believes an idea should be simple enough for his nan to understand and his CMO to sign off, the moments brands get culture badly wrong because the right people weren't in the room, and why he thinks pressure produces the best work rather than something to be protected from.

Sam also opens up about his PTSD diagnosis and how it shapes how he performs under stress, and shares the hardest client conversation of his career.

A conversation about keeping an idea, and yourself, intact under pressure.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.

In this episode of Inside the Collective, Brad Amos sits down with Steve Kyriakou, a creative director and strategy director with 20 years of experience across Toronto, Singapore and Tokyo, and a Cannes Lion and D&AD Pencil winner.

They talk about why Steve believes creativity has to come from vulnerability, not just prompting, what building a gaming community from scratch taught him about message over craft, and the responsibility the advertising industry has to junior creatives now competing against AI.
Steve also opens up about the Tiger Beer rebrand, the moment he pitched an idea and got it rejected only to repackage it and win, and what he'd have done differently if he weren't afraid.

A conversation about where human creativity actually starts, and what AI can't do without it.

Inside the Collective is a podcast from The Carrot Collective, exploring the thinking behind how people work.