Bad Ideas as the Shortcut to Creativity (with Jason Keath) | Ep. 26

Beyond The Billboard

Charlie Riley, joined by co-host Greg Wise, sits down with Jason Keath — author of More Bad Ideas and co-founder of Social Fresh. What began as a series of social media conferences has evolved into a full agency, and Jason brings a unique perspective on creativity, marketing, and the future of agencies.

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Jason shares his “bad idea methodology,” a simple process of writing down 25 obvious or absurd ideas in ten minutes to unlock creativity and get unstuck. The conversation covers the cyclical nature of marketing, the rise of creator-led brands, the balance between performance and creativity, and how constraints can fuel innovation.

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From Spotify’s iconic “Thanks 2016, it’s been weird” campaign to Reddit’s six-second Super Bowl ad, Jason highlights bold, surprising work that stood out because teams questioned norms. He also reflects on the evolution of Social Fresh, the impact of AI on agencies, and why a human-in-the-loop will remain essential for creative excellence.

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👤 Guest Bio

Jason Keath is the co-founder of Social Fresh and the author of More Bad Ideas. Starting in the agency world as a creative, Jason went on to lead social strategy before launching Social Fresh in 2008 as a conference series. Over time, it grew into a full agency with a focus on audience-centered strategy and creative innovation. Jason also curates insights through his newsletter and develops tools for marketers, including AI prompts for creativity.

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📌 What We Cover

• The “bad idea methodology” as a repeatable shortcut to creativity
• Why obvious and absurd ideas broaden thinking and spark novelty
• Cyclical patterns in marketing and the tension between safe and bold work
• The rise of creator-led brands, influencer marketing, and short-form video
• Balancing creativity with performance measurement in campaigns
• Audience-centered strategy and using research to shape messaging across channels
• Examples of bold creative campaigns, including Spotify and Reddit
• How questioning constraints opens new possibilities for marketers
• The evolution of Social Fresh from 2008 conferences to today’s agency model
• The role of AI in marketing and why human tastemakers remain essential

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🔗 Resources Mentioned

• Jason’s book: More Bad Ideas (available via MoreBadIdeas.com)
• Social Fresh (agency and conference)
• Spotify “Thanks 2016, it’s been weird” campaign
• Reddit six-second Super Bowl ad

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