Building Brands People Actually Wish Existed with Nils Leonard

Imagine being handed a million pounds to develop a groundbreaking idea—but you can’t get your client to see its value. Is it their fault? Or does the responsibility fall on how you tell the story? Today, Max sits down with Nils Leonard, co-founder of one of the hottest creative agencies on the planet, Uncommon. Nils has led viral campaigns for brands like British Airways, Nike, Monzo, and EA Sports, earning multiple Grand Prix Awards at Cannes Lions along the way. Max and Nils break down what separates the meaningful from the mediocre and why finance needs creativity now more than ever.

Introduction: Creativity in a World That's Changing Fast

Nils Leonard, co-founder of Uncommon, is a voice many look to when it comes to creativity. His work resonates with people because it's not just about making things that look good—it's about work that matters. In a recent interview, Nils shared how creativity in marketing and branding can cut through the noise, especially when the stakes are high, and the pressure to perform is immense. From banking to branding, his message is clear: the world is changing, and brands need to adapt.

Why Creativity Matters Now More Than Ever

Nils believes that true creativity comes from moments of pressure and challenge. "Creativity is what humans do when they're trying to survive," he says. It's a raw, fundamental response to tough situations. In today's world, where the "woods are burning" all around us—politically, ethically, morally—brands that understand this urgency can create work that genuinely matters.

He sees the current environment as an opportunity for brands to make meaningful connections with people. "Three-quarters of brands could disappear, and no one would care," Nils notes. "We don’t want more; we want a different relationship with the products and brands in our lives."

Breaking Through the Mediocrity

Nils points out a widespread issue: a lot of creative work today feels flat, failing to stand out. "There’s a vomit of low-cost, optimized work forcing its way into our lives," he says. But at Uncommon, they aim for the opposite. Their goal? Make work that people actually talk about—work that leaves a mark.

He shares a story about an ad campaign they did for ITV called "Britain Get Talking," which focused on mental health. "We stopped national television," Nils recalls. It became the UK's most recognized mental health campaign, driving over 100 million conversations. This wasn't about chasing clicks—it was about making a real impact.

Trust vs. Authenticity: A Balancing Act for Financial Brands

Nils has a particular interest in financial services. He sees a disconnect between what many finance brands want to convey and how they actually come across. "The word 'trust' is at the heart of all the cowardice in that category," he explains. Too often, banks believe that to be trusted, they have to be boring and emotionless. But Nils challenges this idea, arguing that real trust comes from showing authenticity and emotion—just like in personal relationships.

He encourages brands to think of themselves as a person. "Would you trust someone if they had no emotions?" he asks. The same applies to brands. If a brand wants to connect, it needs to show its human side.

The Power of Radical Work

For Nils, the best creative work isn’t just about reflecting the current reality; it’s about challenging it. "We want our work to be a reference point," he says. Whether it's a quirky campaign like creating boots for rats in New York or a powerful statement like "Vote the Assholes Out" for Patagonia, Nils focuses on making work that people can't ignore.

He believes brands need to be bold enough to redefine themselves, especially in challenging industries like finance. "At some point, a grown-up in the C-suite says, 'Can we just tell them their money is safe?'" Nils quips. But he argues that the opportunity is much bigger. "Wouldn’t it be incredible for the biggest brands in wealth and finance to renegotiate the world’s view and relationship with money?"

A Blueprint for Success: Honesty and Ambition

When it comes to working with agencies, Nils advises CMOs to start with a simple but powerful question: "What’s scarier—what will happen if we do this or what will happen if we don’t?" He stresses the importance of alignment from the start. Brands and agencies need to share a clear vision of what success looks like, beyond just numbers. "Is it fame? Is it reappraisal? Is it to be associated with a specific emotion? Those are just as important as subscriptions or clicks."

Nils also believes in being brutally honest—both with clients and internally. "We have pretty punchy meetings," he says. This openness helps create work that doesn’t just tick boxes but actually moves people.

The Ultimate Goal: Make People Care

For Nils, great work comes from a simple desire: to matter. He’s not interested in "brave marketing" for the sake of it—he’s interested in work that resonates. "The fear you should have is the fear of being irrelevant," he says.

His advice to CMOs? Don’t settle for the same old approach. Recognize the urgency of the moment and use it to fuel something different. "The woods are burning," Nils reminds us. The best brands are the ones that see this as a call to action, not a reason to retreat.