APG Sideways
About our guest: Carly Miller
I’m Carly Miller, hi! For almost 15 years, I’ve helped shape brands by being a respectful sh*t disturber – challenging the status quo and solving complex problems with creativity and empathy to build strategies that make an impact. I’m currently VP of Strategy at Broken Heart Love Affair (with past gigs at Zulu, Dentsu, Cossette & 360i).
At the heart of things, I’m a pattern-seeker, a bit of a joker, but most of all a storyteller, helping brands not just stand out, but make people feel something.
Previous Posts
Brilliant Weird Best
Planners are curious folks so we asked Carly to tell us the most brilliant, weirdest and best things she’s come across recently.
BRILLIANT: KFC UK - Believe Part 2
KFC UK took its Believe brand platform to the next level with All Hail Gravy. This time, the brand transforms its beloved staple, gravy, into a spiritual-sacrificial-absolutely-wild experience. With its hypnotic visuals & choreographed, cult-like devotion, the ad taps into this universal craving for transformation (in mind & in meal) during a time when the entire world, unfortunately, needs a good bout of escapism. Warning: stay safe in the woods pals 😉
WEIRD: Twix Two is More Than One
I love Twix’s new ‘Two is More Than One’ campaign. It leans into the brand’s signature duality with a clever twist. The ad ditches the old left vs. right debate in favour of pure, chaotic joy, capturing the feeling when you’ve finished that first Twix bar and get to double up on goodness with the second. It’s playful, a little absurd and just the right amount of indulgent. Plus, the killer track and overall vibe remind me of my all-time favourite ad: Levi’s with Flat Eric.
BEST: The Legend of Kaspar Hauser Extract
At my core, I’m a movie nerd, a music nerd, a feely feelings nerd and a culture nerd. The Legend of Kaspar Hauser mixes all that up into a surrealist, vibey film. Told in stark, rhythmic chapters, it reimagines Hauser’s mystery as a modern myth. Washed ashore in a tracksuit and headphones, Kaspar is hailed as a messiah by The Sheriff (Vincent Gallo), a DJ ruling a desolate island. But the evil duchess sees him as a threat to be destroyed. I won’t say more aside from, watch weird films!
Top Guilty Pleasures
Not all of our consumption habits can be academic. That's why we asked Carly to give us the sources to her creativity.
Plant Wave is pretty cool if you ask me. It reveals the hidden rhythms of nature, turning respective plants’ bio-electricity into whimsical and unexpected soundscapes. It shows us that anything —a mushroom, a tree, etc. — can be an instrument if you know how to listen. Plant Wave is kind of like this gentle reminder that invites us to see the world differently, to find music, and just general inspiration in unexpected places.
Below Deck is one of my favourite Monday night guilty pleasures. Equal parts lux life, chaos and drama. It’s the perfect escape, between sorting out the dynamic of bizarro guests to the love triangles amongst crew. It gives you a little escape on the high seas.
This month on Slack
Been MIA on the APG's Slack Channel? No worries! Catch up on all the buzz with our latest and greatest links right here!
Insight or Execution? The Real Key to Marketing Success
Contributor - Michelle Lee
Does every great campaign need a deep consumer insight? Not necessarily. In his latest piece, Andrew Tindall reflects on his time judging the Effies and questions whether insights are as crucial as we think. Some of the most effective campaigns drove business impact without a groundbreaking insight—just strong creative execution. Whether it’s Snickers’ “You’re Not You When You’re Hungry” or Compare the Meerkat, marketing success often comes down to consistency and memorability rather than a tension-unlocking revelation.
The Spending Divide: How the Wealthy Shape the Economy
Contributor - Spencer MacEachern
The top 10% of earners now account for half of U.S. consumer spending, fueling demand for luxury goods and services. This economic concentration distorts markets, drives up prices, and increases financial fragility. While high earners thrive, rising debt, and inflation strain the rest, deepening social and economic divides. The result? A volatile economy where prosperity for the few masks instability for many.
Passport to Privilege: The Rise of Wealth-Backed Citizenship
Contributor - Michelle Lee
As Trump proposes a $5M “gold card” for U.S. residency, the ultra-rich are increasingly buying second passports worldwide. Investor visas and citizenship-for-cash programs are booming, offering the wealthy an escape plan while nations profit. This trend raises questions about economic inequality, border policies, and who truly gets to move freely in a divided world.
The Data Illusion: When Numbers Lie
Contributor - Jon Crowley
Data is often seen as the ultimate proof, but it can be misleading, biased, or even fabricated. In strategy and research, numbers are used as a crutch to justify conclusions, shielding flawed insights from scrutiny. The result? A distorted reality where big percentages sound impressive—but mean nothing.