The paid media lab · 2025-10-22 · 30 min
Most marketers worship their brand guidelines. Lewis Kemp thinks you should burn them. In the first episode of Season 3 of the Paid Media Lab, Lewis Kemp (founder of Lightbulb Media and The University of Creative Idiots) joins us to explain why strict brand rules kill creativity, and reveals how to rebuild a system that drives actual, meaningful results. We cover: • Why almost every small businesses doesn't actually have a “brand” yet • How ego kills performance (and what to do about it) • The banned ads that made Lewis’s clients millions • How to work with the brand police - and win • Why creative variety is the secret to scaling paid campaigns Timestamps 0:00 - Coming up 01:04 - Who is Lewis Kemp? 03:02 - What is a ‘gimpfluencer’?
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