About this episode

Chuck McBride discusses the resilience of advertising and the opportunities for creativity in a changing landscape.

For nearly 30 years, Chuck McBride has heard the same prediction: advertising is dying. He's heard it through the rise of the internet, social media, YouTube, streaming, creators, and now AI. Yet after helping launch the iconic Got Milk? campaign, leading work for Nike, working alongside Lee Clow at TBWA\Chiat\Day, and building Cutwater into one of advertising's most respected independent agencies, Chuck remains optimistic about the future. In this conversation, Chuck joins Geno Schellenberger to discuss why creativity thrives under constraints, why media fragmentation creates more opportunity than most people realize, how agencies should think about charging for impact instead of time, and what young creatives need to do to stand out in a rapidly changing industry. Along the way, he shares stories from the early days of YouTube, explains how a small Ray-Ban experiment generated 20 million views, and makes the case that the best thing the next generation can do is stop listening to the doomers and start building. If you're worried about the future of advertising, this episode is for you. More from Breaking and Entering Media: 💼 Follow on LinkedIn…

People in this episode

Host: Geno Schellenberger

Guest: Chuck McBride

Topics covered

• advertising
• creativity
• media fragmentation
• young creatives
• industry change

Keywords

• advertising
• creativity
• media fragmentation
• Got Milk?
• Chuck McBride
• young creatives
• industry change

Mentioned in this episode

Organizations: Nike, TBWA\/Chiat\Day, Cutwater

Products: Ray-Ban

Books & works: Got Milk?

Places: YouTube

More episodes of Breaking and Entering Advertising Podcast

• Patrick Coffee on the Real State of Advertising · May 27, 2026 · 42 min
• What Top Creative Directors Want From Entry-Level Talent · May 20, 2026 · 13 min
• The Manifesto Expert Behind Apple, Meta & Nike’s Greatest Brand Writing Secrets | Lonnie Elliot · May 13, 2026 · 39 min

Explore listener stats, chart rankings, contacts and more on the Breaking and Entering Advertising Podcast podcast page.