Welcome to your brand amplified, the podcast where we interview marketers, publicists, and

brands to learn their stories, what makes them tick, and tips and tricks that make a

difference. I am Anika Jackson back with you for another week of your brand Amplified here with Saul

Colt, self-described smartest man in the world,

and a founder of the idea integration company. So much more, lots of accolades, but I'm going to let you do a little bit of giving yourself some accolades. So welcome Saul.

Hi, well, thank you so much for having me on the show. This is very exciting.

As you mentioned, my name is Saul Koop. I'm the founder of the idea integration company. We're a 14 year old

non-traditional marketing firm that, you know, we specialize in content and branded content and you know sort of the stuff that a lot of people do but what makes us really different is you know well two main things one we have the guts to do things that very few people have and we we

specialize really in like marketing stunts and and things like that and I know I said there's only one thing but I guess two things that makes us different is besides our guts and our propensity for doing amazing things.

Our creative team is also made up from alumni from the TV show The Simpsons and Mad magazine. So you know we've got a real depth of professionally funny people and that's really what we

Specialize, you know, we find the insight in the situation the insight in your brand and and we we make it it irreverent we make it salacious

you know whatever whatever is sort of needed for the particular project.

Yeah, you make it fun again. I know that that was one thing that you commented on in my little notes is a lot of times traditional advertising and marketing is boring. Brands aren't being enough to build excitement and to really get people thinking and talking about what they're doing.

Exactly like I don't remember how many years ago, maybe three years ago at the Super Bowl,

nationwide insurance had an ad where they killed a baby in a bathtub.

Like where's the where's the joy in that you know it's like buy our insurance and your kid won't die in a bathtub. Yeah like you know it there's been so many surveys and reports and things from people smarter than me that say, you know, the retention of ads and the retention of content of things that are funny are, you know, you know, it's in the high 80%. You know, people talk about things that are funny, people share things are funny. Everybody wants to be funny. So if you give them something to joke about

or you give them something to repeat,

you know, that's a real foundational thing

for marketing to get people to start carrying a message.

Absolutely. So where did your interest and agency foundations start?

Were you at other agencies? Do you come from a comedic background?

What made you want to do this work?

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