‘Advertising is lazy marketing’: The creative veteran pushing long-form video

Creative veteran Tommy McCubbin is committed to showing brands the opportunities of being entertainers, not just advertisers, with the launch of his production studio Showstarter.

As someone who has spent his career working with brands across the world — including at leading agencies CHEP Network, Ogilvy London, and Clemenger BBDO — McCubbin said he started to notice the effectiveness of brands “showing up” via long-form entertainment.

Rather than irritating audiences via an ad break, or cramming information and creativity into a 30 second TVC, he wants to reframe how brands interact with audiences.