Ian Wishingrad, Co-Founder of Three Wishes Cereal, shares stories of creative, thoughtful yet risky marketing campaigns he launched that were a big success. One of Ian’s bold ideas got this company featured in national news television, resulting in $20k of sales in three minutes and landing the cover story in their local newspaper. Ian also shares how he’s challenging large and established brands in the competitive CPG market.    In this episode we also discuss: Successfully pitching Whoopi Goldberg to gain a celebrity endorsement and partnership on a new social marketing campaign Examples of the death life message and how scare tactics grab attention Getting creative with on-site activations and experiential marketing campaigns  Ian’s process for developing the brand voice for his clients by ensuring the brand doesn't just check boxes, but actually resonates   Guest Bio:  Ian Wishingrad is the Co-Founder of Three Wishes Cereal, Founder of branding and advertising agency BigEyedWish and host of “I’m with the Brand” on ADWEEK. Before creating Three Wishes, Ian was an “ad man” building his agency working on clients like AT&T, DIAGEO, and Nestle and many more.  After the birth of his son, Ellis, he and his wife / business partner Margaret, were on a mission to feed him wholesome food, which sprang the beginnings of Three Wishes. Their passion and experience positions them perfectly to turn Three Wishes into the next big cereal brand.   Brave Pick: This week’s Brave Pick of the Week is Crocs. Check out their website here. ------------------------------------------------------------------------ About this Show: Brave is at the forefront of a new online privacy frontier and has unique insight into the future of marketing and advertising in a cookieless world. If you're an agency, brand marketer or entrepreneur challenged by the changes in ethical advertising, consumer privacy and buyer expectations, this podcast will provide a backstage view of how influential marketers at top brands and agencies are responding to what's next.   Music by: Ari Dvorin Hosted by: Donny Dvorin