Rishad Tobaccowala on AI, Marketing Change & the SAVE Formula

How can marketers stay relevant in an industry that never stops changing?

In this episode of The Speed of Culture Podcast, Matt Britton sits down with Rishad Tobaccowala, renowned author and former Chief Strategist at Publicis Groupe, to discuss the evolution of advertising, marketing strategy, AI, agency culture, the future of work, consumer innovation, and why the SAVE formula can help brands bridge the gap between new technology and real consumer value.

Rishad reflects on more than 40 years in advertising and explains what has changed — from cable television to the internet, mobile, social, streaming, blockchain, and AI — and what has stayed the same. He shares why talent, ideas, client relationships, and constant change remain the foundation of the industry, and why marketers must understand human behavior before chasing the next big technology.

In this episode, Matt and Rishad discuss:
• How Rishad entered advertising after moving from India to the U.S.
• What has stayed consistent across four decades of marketing change
• Why talent, ideas, risk-taking, client relationships, and change still define the industry
• How cable, the internet, mobile, social, streaming, blockchain, and AI reshaped advertising
• Why technology changes faster than humans and consumers do
• How the SAVE formula helps brands evaluate innovation: Solve a problem, be Accessible, create Value, and deliver a great Experience
• Why some innovations fail because they do not solve a real consumer need
• How the economy is shifting and why marketers need to understand different consumer segments
• What makes great agency and company cultures work
• Why the future of work is not just office versus home
• How professionals can stay relevant through learning, curiosity, opposing viewpoints, and building things
• Why AI should be treated as a partner, not just a threat
• Rishad’s advice: find the least sucky job, think long term, try new things, and define success as freedom to spend time in ways that give you joy

⏱️ Chapters:
00:00 Defining Success and Joyto
01:00 Rishad Tobaccowala Joins the Podcast
02:00 Getting Into Advertising
04:00 What Has Not Changed in Marketing
06:00 Talent, Ideas and Client Relationships
08:00 Advertising’s Constant State of Change
10:00 The Three Connected Ages
12:00 Why Humans Change Slower Than Technology
13:30 The SAVE Formula
15:30 Innovation, Consumer Needs and Failed Tech
17:00 Economic Change and the Trifurcated Consumer
19:00 Culture, Talent and the Future of Work
22:00 Remote, Hybrid and Distributed Work
24:00 Staying Relevant Through Learning
26:00 Challenging Your Own Beliefs
28:00 Building, Publishing and Creating
30:00 AI, Governance and the Future of Work
32:00 Why Talent Plus AI Beats AI Alone
34:00 Career Advice for Young Professionals
36:00 Success as Freedom and Joy
37:00 Closing Remarks

Explore this episode on MattBritton.com:
https://www.mattbritton.com/speed-of-culture-podcast/rishad-tobaccowala
Listen on Spotify:
https://open.spotify.com/episode/3Y0v272B5rGuLh9NGEHjK7?si=TCi22HB8RYq7eywaa6bcpw
Listen on Apple Podcasts:
https://podcasts.apple.com/us/podcast/decoding-the-evolution-of-advertising-with/id1617896513?i=1000623785221
Connect with Matt Britton:
LinkedIn: https://www.linkedin.com/in/mattbbritton
Website: https://www.mattbritton.com
More episodes:
https://www.mattbritton.com/podcast

Hosted by Matt Britton, Founder & CEO of Suzy, The Speed of Culture Podcast features conversations with leading executives, marketers, and cultural innovators about the trends shaping consumer behavior, brand strategy, media, technology, and the future of business.
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