Oct 8, 2026 · 54 min · 14 segments
Sarah is the Global Planning Partner for adam&eve\\TBWA and Dan is the Brand & Marketing Director for Currys. James Hayhurst, Founder of the Magic Sauce Course brought them together to discuss how you…
Sarah CarterGuest
Andi JarvisHost
What did you do differently, though, to get from the good to great? What, what, what changed it?
We wanted, we accepted the risk of, you know, we, we, we never received a single letter to the CEO about any of our advertising before this campaign.
And it might sound, might sound, oh, it's just a few a week, but it's pretty freaky when you keep-
... getting them sent to your inbox and people are s- you know, a very small amount of people are hating them.
We wanted this moment in our careers to be, you know, a, a punctuation point and not just a, a tick.
Sarah, in your experience, how frequent do you have those conversations with clients? Is this something that happens once a month where the phone rings and goes, "Take it off the clock, just do something great," or is that an unusual approach that Curry's have got?
But, um, I mean, I don't think anyone sets out to do kind of average work, do they? But just there's just so many things that conspire against it, and I think it's very honest of you to admit to- Being uncomfortable with things 'cause, uh, I think it's easy for us in agencies to criticize clients, but it's really hard being a client, isn't it? I was a very junior one, but, you know, there's a...
You're the one who signs off something, and by definition, if you're not comfortable with it, it's, um, it's not an easy thing to do.
So, um, I think to get comfortable with being uncomfortable is, is something we do talk about.
What did you do differently, though, to get from the good to great? What, what, what changed it?
We wanted, we accepted the risk of, you know, we, we, we never received a single letter to the CEO about any of our advertising before this campaign.
And it might sound, might sound, oh, it's just a few a week, but it's pretty freaky when you keep-
... getting them sent to your inbox and people are s- you know, a very small amount of people are hating them.
We wanted this moment in our careers to be, you know, a, a punctuation point and not just a, a tick.
Sarah, in your experience, how frequent do you have those conversations with clients? Is this something that happens once a month where the phone rings and goes, "Take it off the clock, just do something great," or is that an unusual approach that Curry's have got?
But, um, I mean, I don't think anyone sets out to do kind of average work, do they? But just there's just so many things that conspire against it, and I think it's very honest of you to admit to- Being uncomfortable with things 'cause, uh, I think it's easy for us in agencies to criticize clients, but it's really hard being a client, isn't it? I was a very junior one, but, you know, there's a...
You're the one who signs off something, and by definition, if you're not comfortable with it, it's, um, it's not an easy thing to do.
So, um, I think to get comfortable with being uncomfortable is, is something we do talk about.
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