Adam Morgan

Here's an interview conducted by John Griffiths of the splendid Planning Above and Beyond with Adam Morgan of Eat Big Fish. Huge thanks to John for letting us share this. You can also find it on John's page - together with a review of The Pirate Inside (discussed extensively in this interview).Over to John...

Adam Morgan's career has covered BMP, TBWA and Chiat Day in the USA. He wrote Eat the Big Fish which has become something of a classic and put Challenger brands on the map. On the back of it Adam started his own consultancy Eatbigfish. His new book The Pirate Inside was published in July 2004. The following extracts come from an interview I conducted with Adam Morgan on Sept 8th 2004 at Eatbigfish off Bermondsdey Street. Some of his answers run to a couple of minutes but I didn't want to break the flow! So you really need broadband to listen to the interview.

The figures attached to the questions give an indication of file size - about 1 megabyte per minute as a guideline.

Click on the questions to hear (and/or download) the answers.  

How did you come to get into the challenger business?? (3.1MB)  

How would you describe what a challenger brand is? (787K)

How different is what you do now from when you were an ad planner?? (1.2MB)

What's the elevator pitch for the Pirate Inside? (716K)

You spend some time saying it's about different individuals but in the Wrapping chapter you talk a lot about subcultures..and country brands (2.2MB)

What changed in your thinking between writing Eat the Big Fish and Pirate Inside? (1559K)

Is this a book for pirates, privateers or monarchs on how to manage privateers? (2.4Mb)

How much piratical thinking is going on in agencies at present? (1.7MB)

You recommend that a piratical crew has a set of articles, a group contract? What's in the Eatbigfish contract? (941K)

You're doing a pulsing workshop later this month. Where does pulsing fit? (1.9MB)

You're already promised another book. What's Fugitive Indigo about? (1.48MB)  

Thankyou Adam, thankyou John.