As 2025 comes to a close, we’re celebrating with a very special recap episode of The Prodcast, revisiting some of the most powerful insights and standout advice our incredible guests have shared over the past year.

Pat Murphy has had the privilege of sitting down with some of the brightest minds in the industry, exploring a wide range of topics — from the evolving role of the producer and the impact of sonic branding, to why being selective with your projects is more important than ever, and the rapid rise of creator marketing.

In this episode, you’ll hear highlights from:

· Ed East, founder of Billion Dollar Boy, breaking down how creator marketing really works, how success is measured, and how you can harness the power of creators in your next campaign.

· Steve Davies from the APA on the evolving role of the producer — and why producers are more essential now than ever before.

· Nils Leonard of Uncommon Creative Studio on why turning down work can sometimes be the right move, plus their unconventional approach to making sure great ideas actually get made.

· Simon Elms, ad composer, on the science behind sonic branding and why getting your audio right is absolutely critical.

Season 5 of The Prodcast will be launching very soon with loads more outstanding guests. Follow the show now, for free, so you don’t miss an episode.

Hosted by Pat Murphy

Connect with Murphy Cobb and The Prodcast:

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This week on The MCA Prodcast Pat Murphy is joined by Simon Elms, Founder of Eclectic Music & Bark Soho. Simon is a multi-award-winning composer, arranger, and producer with over 30 years of experience spanning film, television, and advertising. In advertising specifically, Simon has crafted bespoke music for high-profile global campaigns for brands such as Coke, Ford and HSBC.Simon has developed a reputation for his musical insight, creative agility, and sonic precision. His original compositions and inventive sound design have earned industry recognition, including an International Emmy nomination.

Simon and Pat explore the pivotal role music plays in advertising, and why it so often gets overlooked. Simon shares his frustrations over how sound is typically left to the final stages of production and argues for integrating composers much earlier in the creative process, recounting how true collaboration between agency, client, and music partner can yield not only better work, but smoother workflows.

Simon discusses the deep connection between music and neuroscience, explaining how sound can bypass rational thought to trigger powerful emotional responses. He highlights a quote from Sir Thomas Beecham — “the function of music is to release us from the tyranny of conscious thought” — to illustrate how music communicates directly with the subconscious, a concept long understood by composers and now backed by modern science. For this reason, Simon argues that imperfect, emotional tracks can often connect more deeply than overly polished ones.

Simon also shares his view on the rise of AI in music production. Whilst he acknowledges that technology may displace some traditional roles, he sees it as a tool that, in the right hands, can empower more creativity and accessibility.

See Simons’s favourite ad: Hamlet - Wig

Hosted by Pat Murphy

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Connect with Murphy Cobb and The Prodcast:

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This week on The MCA Prodcast Pat Murphy is joined by Edward East, the Founder and CEO of Billion Dollar Boy. Since its inception in 2014 the agency has become a global leader in creator marketing, delivering integrated, creator-led advertising at scale for the world's leading brands.

Ed talks us through the story behind BDB; back in 2014 Ed recognised something fundamental that many brands are only now beginning to grasp – creators aren't just media channels, they're storytellers, producers, and essential brand partners.What began as a simple database connecting PR agencies with bloggers has evolved into an award-winning creative social agency that's reshaping how global brands approach content creation. The results speak for themselves: Billion Dollar Boy was recently named Influencer Marketing Agency of the Year and works with prestigious clients like Versace, Loeuvre, and Burberry.

Ed explains how the production process differs when working with creators; how ideas are pitched, developed and brought to life, whilst simultaneously balancing creator freedom with brand messaging and expectations. Ed also reveals how creator marketing has democratised content production, making it ‘far faster’ and ‘far cheaper’ than traditional agency models while potentially delivering superior engagement. This explains why companies like Unilever are now allocating 50% of their advertising budgets to social media platforms – a major shift that validates Ed's early vision.

Ed also tells us about his latest venture, the FiveTwoNine Creator Club which supports the broader creator economy through education, networking, and opportunity creation.

See Ed’s favourite ad: Guinness – Snail Race

Hosted by Pat Murphy

**The MCA Prodcast is now available on YouTube. Click here to Subscribe**

Connect with Murphy Cobb and The Prodcast:

Murphy Cobb & Associates | The MCA Prodcast | LinkedIn | Instagram | Email