Group Y Live: Adam Wilson Founder of D/CAL on Subcultures, Creativity and Building an Agency

Rad Season Action Sports Podcast

Adam Wilson is the CO-Founder, Head of Strategy and Creative at D/CAL

Adam Wilson shares his journey from the advertising world to founding his own agency, D/CAL. He emphasizes the importance of understanding subcultures over demographics in modern marketing, the evolution of digital marketing, and how his diverse team drives innovation. Adam discusses the challenges and rewards of building an agency that focuses on real-time audience insights and the creator economy, while also providing valuable advice for aspiring agency founders.

Topics Covered:

• Understanding subcultures is crucial for effective marketing
• The digital landscape transformation
• Diversity in agency teams fosters innovation and creativity
• Real-time audience insights vs traditional demographics
• The agency's success relies on understanding client needs and challenges.
• Working with Co-Founder Tony Hawk
• Authenticity in marketing leads to more resonant brand narratives

You can follow what Adam Wilson is up to on LinkedIn

Connect with Adam:
Website: dcalagency.com
Email: [email protected]
Social Media: @dcalagency
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The Group Y Live Podcast come out across all podcast players with a new episode every two weeks on Thursday.
Past guests on The Rad Season Show include Courtney Carter, Stacy Peralta, Monica Medellin, Wim Hof, Mike Cessario, Circe Wallace, Selema Masekela Gerry Lopez and more.

Contact Oli Russell-Cowan

• On Instagram olirussellcowan
• On LinkedIn at olirussellcowan

Thanks for listening & keep it rad!

Chapters

1. Introduction and New Ventures (00:00:00)

2. The Journey into Advertising (00:03:33)

3. Transitioning to Digital Marketing (00:06:29)

4. The Evolution of Brand Strategy (00:09:15)

5. The Move to Brand Side with Carhartt (00:12:30)

6. Engaging Tony Hawk and Agency Formation (00:15:08)

7. Differentiating in a Competitive Landscape (00:18:12)

8. Building a Diverse Founding Team (00:21:00)

9. Understanding Subcultures in Marketing (00:24:06)

10. The Attention Economy and Consumer Insights (00:25:05)

11. Subcultures and Consumer Research (00:30:02)

12. Agency Dynamics and Creative Freedom (00:34:59)

13. Starting an Agency: Key Insights (00:39:52)

14. Brand Positioning and Future Campaigns (00:44:36)