Sep 23, 2026 · 30 min · 9 segments
Welcome to the Season 2 of On the Entrepreneur's Journey! In this episode of 'On the Entrepreneur's Journey', host Peter Santry speaks with Frances Lumpkin Webster, co-founder and CEO of Walrus, an…
So let's get into your, you know, mad dogs, you know, leads right into calculated misbehavior.
So tell me exactly what that means in the audience and where, you know, I now know where the idea probably came from, or at least some of the seeds from it, but what does, what does that mean for a client or, or as you, as you're, as you interact with a client?
So Walrus is an independent New York based creative advertising agency and we help fast scaling brands like you mentioned, like Colgate's Hello, The Farmer's Dog, Breeze Airways, Grubhub, really stand out by something that we call calculated misbehavior.
And what that means is essentially learning the rules of a category and then figuring out which ones you can break and breaking them with intention.
And the result is that smart, funny, distinctive work that puts the audience first.
And the reason that matters is we ultimately exist because we want our clients to be positively remembered.
And I mean, I saw some stuff that only 4% of advertising is positively remembered.
And the other is just the rest of it is just forgotten, right? And that's an expensive thing to be forgotten.
We're asking clients to spend hundreds of thousands of dollars to make this work and they're putting their reputation and job on the line coming to us.
So the advantages of making advertising that stands out, that people like, that puts that audience first is like, you know, it's really advantageous for a brand.
You're creating like that mental availability for them so that when they're at shelf, they're like, oh right, hello toothpaste.
Or when they're looking for of airline you know they want to fly to charleston south carolina they're like oh right breeze i love them
right yeah so if if if you could just give me a an example of of where where you applied that and and maybe some of the audience will recognize a brand where where where that's really come you know succeeded for you and the and the company
yeah um so lowe's foods is a grocery store brand down in north and south carolina you're down you were down in charlotte so you probably know it And by the George family, scaling rapidly.
And created, so they basically broke, they have these amazing things called originals in their stores.
So let's get into your, you know, mad dogs, you know, leads right into calculated misbehavior.
So tell me exactly what that means in the audience and where, you know, I now know where the idea probably came from, or at least some of the seeds from it, but what does, what does that mean for a client or, or as you, as you're, as you interact with a client?
So Walrus is an independent New York based creative advertising agency and we help fast scaling brands like you mentioned, like Colgate's Hello, The Farmer's Dog, Breeze Airways, Grubhub, really stand out by something that we call calculated misbehavior.
And what that means is essentially learning the rules of a category and then figuring out which ones you can break and breaking them with intention.
And the result is that smart, funny, distinctive work that puts the audience first.
And the reason that matters is we ultimately exist because we want our clients to be positively remembered.
And I mean, I saw some stuff that only 4% of advertising is positively remembered.
And the other is just the rest of it is just forgotten, right? And that's an expensive thing to be forgotten.
We're asking clients to spend hundreds of thousands of dollars to make this work and they're putting their reputation and job on the line coming to us.
So the advantages of making advertising that stands out, that people like, that puts that audience first is like, you know, it's really advantageous for a brand.
You're creating like that mental availability for them so that when they're at shelf, they're like, oh right, hello toothpaste.
Or when they're looking for of airline you know they want to fly to charleston south carolina they're like oh right breeze i love them
right yeah so if if if you could just give me a an example of of where where you applied that and and maybe some of the audience will recognize a brand where where where that's really come you know succeeded for you and the and the company
yeah um so lowe's foods is a grocery store brand down in north and south carolina you're down you were down in charlotte so you probably know it And by the George family, scaling rapidly.
And created, so they basically broke, they have these amazing things called originals in their stores.
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