In this episode, host Ben Norman is joined by underdog advertising’s perennial trouble-maker, Paul Mellor - co-founder of ⁠Mellor & Smith⁠ - the ad agency that gets underdogs noticed.For the past 20 years Paul has helped brands like Paddy Power, Brooks Running, Hotels.com and Fat Lad at the Back get noticed by troubling the market-leading big dogs.Paul and Ben discuss the difference between big dog and underdog brands, why the biggest brands have it easy, and what underdogs need to do to punch above their weight.Paul makes the case to banish underdogs acting like market leaders, and explains why better, braver advertising is the only option available to them.They also discuss the difference between essential critical thinking and pesky problem spotting, how to find the ‘one thing’ to grow your underdog and the joys of loitering (instead of just relying on data).Plus, Paul rants about marketers who do everything they can to avoid thinking, he becomes the first person to say ‘Bonza’ in Marketing Room 101 and he decides that the ultimate underdog is actually an eel.Download your copy of ⁠13.5 Ways to Grow Your Underdog Brand ⁠

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