Uploaded April 2025 | Updated September 2026, 38 minutes ago
Welcome back to Makes You Wonder!
In this episode, Oskar is joined by creative technologist and POGO Agency founder *Arthur Tinsley*, whose work sits at the intersection of technology, storytelling, and innovation. Arthur shares a fresh, honest take on how creative tech can move beyond buzzwords—drawing on work like siren-detecting ad campaigns and personalized AI-powered content for Snickers to show how technology can create emotional resonance, utility, and meaning.
In the ep:
⚡ Why “innovation” isn’t just about new tools—it’s about new ways of thinking
⚡ The importance of starting with insight, not tech
⚡ How to avoid gimmicks and build campaigns with emotional impact
⚡ The rise of “taste” and curation as creative superpowers
⚡ Why democratization of tools will reshape brand storytelling in 2025
Arthur also shares the behind-the-scenes stories behind some powerful work:
- *The Ben Kinsella Foundation Campaign* – Using machine learning to detect sirens in real-time and connect with audiences on the trauma of knife crime:
*Link*: https://pogo.agency/work/ben-kinsella-foundation/
- *Snickers x José Mourinho AI Campaign* – A hyper-personalized branded experience using generative video and humor to drive reach and engagement
*Link: https://pogo.agency/work/snickers/*
*Where to Find Arthur*
🌐 Website: [https://www.pogo.agency](https://www.pogo.agency/)
💼 LinkedIn: [Arthur Tinsley](linkedin.com/in/arthurtinsley/)
*Media References*
- [Ben Kinsella Foundation Campaign](benkinsella.org.uk/)
- [Snickers AI x José Mourinho](snickers.com/) *(or drop link if available)*
- [Brickit App](apps.apple.com/us/app/brickit/id1512920170) – AI for LEGO remixes
- [Midjourney](midjourney.com/)
*Chapters:*
00:00 Introduction
01:00 Art's Career Story and Founding of Pogo
03:19 How Advertising Has Changed Over Art's Career
05:28 How Do You Know When You Have a Good Idea?
07:01 The Best Creative Process in Advertising
07:41 Common Mistakes in Brand Storytelling
10:55 Curation as King Nowadays
16:29 How Tech Can Augment Creativity
17:10 Art's Experience of Wondercraft
19:51 The Role of Budget in Art's Work With Brands
22:20 The Real Meaning of Innovation
23:00 Hot Takes - Ins and Outs for This Year
25:38 Case Study 1 - Ben Kinsella Trust
30:50 Case Study 2 - Snickers X José Mourinho
34:20 Wrapping up
Welcome back to Makes You Wonder!
In this episode, Oskar is joined by creative technologist and POGO Agency founder *Arthur Tinsley*, whose work sits at the intersection of technology, storytelling, and innovation. Arthur shares a fresh, honest take on how creative tech can move beyond buzzwords—drawing on work like siren-detecting ad campaigns and personalized AI-powered content for Snickers to show how technology can create emotional resonance, utility, and meaning.
In the ep:
⚡ Why “innovation” isn’t just about new tools—it’s about new ways of thinking
⚡ The importance of starting with insight, not tech
⚡ How to avoid gimmicks and build campaigns with emotional impact
⚡ The rise of “taste” and curation as creative superpowers
⚡ Why democratization of tools will reshape brand storytelling in 2025
Arthur also shares the behind-the-scenes stories behind some powerful work:
- *The Ben Kinsella Foundation Campaign* – Using machine learning to detect sirens in real-time and connect with audiences on the trauma of knife crime:
*Link*: https://pogo.agency/work/ben-kinsella-foundation/
- *Snickers x José Mourinho AI Campaign* – A hyper-personalized branded experience using generative video and humor to drive reach and engagement
*Link: https://pogo.agency/work/snickers/*
*Where to Find Arthur*
🌐 Website: [https://www.pogo.agency](https://www.pogo.agency/)
💼 LinkedIn: [Arthur Tinsley](linkedin.com/in/arthurtinsley/)
*Media References*
- [Ben Kinsella Foundation Campaign](benkinsella.org.uk/)
- [Snickers AI x José Mourinho](snickers.com/) *(or drop link if available)*
- [Brickit App](apps.apple.com/us/app/brickit/id1512920170) – AI for LEGO remixes
- [Midjourney](midjourney.com/)
*Chapters:*
00:00 Introduction
01:00 Art's Career Story and Founding of Pogo
03:19 How Advertising Has Changed Over Art's Career
05:28 How Do You Know When You Have a Good Idea?
07:01 The Best Creative Process in Advertising
07:41 Common Mistakes in Brand Storytelling
10:55 Curation as King Nowadays
16:29 How Tech Can Augment Creativity
17:10 Art's Experience of Wondercraft
19:51 The Role of Budget in Art's Work With Brands
22:20 The Real Meaning of Innovation
23:00 Hot Takes - Ins and Outs for This Year
25:38 Case Study 1 - Ben Kinsella Trust
30:50 Case Study 2 - Snickers X José Mourinho
34:20 Wrapping up
