Why Didn't I Think of That?

About Why Didn't I Think of That?

"Why didn't I think of That?" is brought to you by the Innovation Team at VML Canada. Join us for a relaxed, round-table chat where we break down the latest in innovation – from the complex world of tech to surprisingly simple, yet brilliant, creative initiatives. We'll cover news, offer deep dives, and share fascinating interviews, all through a distinctly Canadian lens. Whether you're a fellow innovator or just keen to learn about the exciting developments shaping our nation, this podcast is your go-to source for understanding what's new and next in Canada.

Publisher

VML Canada

Category

business · technology

Language

en

Explicit

No

First episode

3 Oct 2025

Latest episode

22 Jul 2026

Latest episodes

5 episodes in the feed.

1. 

   22 Jul 2026

   Bas Korsten: The Art of the Impossible Idea

   Fearless Creativity, T-Rex Handbags, & AI Innovation How do you convince a client to make a handbag out of lab-grown T-Rex DNA? And more importantly, how do you even come up with the idea in the first place? In this episode of Why Didn't I Think of That?, hosts Rick Brown, Jeremy Lens, and Tim Voet sit down with a true industry visionary: Bas Korsten, Global Chief Creative Officer of Innovation and EMEA CCO at VML. Bas has built a legendary career by turning the impossible into reality. From using AI to paint The Next Rembrandt to creating the viral Mammoth Meatball, his work consistently blurs the lines between technology, biology, and world-class storytelling. Now, Bas is making global headlines again with his newest project: the world's first lab-grown T-Rex leather handbag – a project that just took home four Lions at Cannes. Bas takes us inside his creative process to explain the art of the impossible idea, why the future of innovation might just be prehistoric, and how to sell wildly ambitious concepts to the most skeptical clients. Later in the episode, the hosts dive into a roundtable discussion about the evolving role of AI in the agency world, exploring the realities of voice cloning and how generative AI is empowering the next generation of creative talent. In this episode, we cover: The T-Rex Handbag: The incredible science behind using fossilized T-Rex collagen to grow dinosaur leather in a lab. The AI Sparring Partner: How Bas uses custom AI agents (like VML's "Creative Brain") to push ideas further and inspire better creative work. The Art of the Pitch: Why courage is a team sport, and the exact mindset and prototyping strategies you need to confidently sell massive ideas. Navigating AI Ethics: Thoughtfully approaching the boundaries of AI voice cloning and understanding how agencies can safely integrate this technology. The New Junior Portfolio: How young, digital-native creatives and developers are utilizing AI tools like "vibe coding" to rapidly build fully functional prototypes and elevate their portfolios. Whether you are a creative looking to thrive in the AI revolution, an account director selling brave work, or a developer adapting to new tools, this episode is an absolute masterclass in fearless creativity.

2. 

   4 Feb 2026

   Top Innovative Super Bowl Ads of All Time

   Super Bowl 60 is almost here, but which ads truly changed the game? With Super Bowl 60 approaching, the VML Canada team reveals the most innovative commercials ever – and why they worked. This isn't about the funniest spots or biggest celebrities. It's about the campaigns that truly disrupted the advertising game. Discover how: • A 5-second Reddit ad crashed their servers • A bouncing QR code broke Coinbase's app • A 1,813-character promo code had viewers ignoring the game • A fake TV glitch fooled 100 million people But here's the kicker: some of the biggest winners never paid for airtime. Some very smart advertisers "hacked" the Super Bowl, saving millions while generating billions in impressions. Commercials Discussed: Joe Namath, Beautymist (1970) https://www.youtube.com/watch?v=nBl7Q1TPTLs Mean Joe Green, Coca-Cola (1979) https://www.youtube.com/watch?v=xffOCZYX6F8 Michael Jordan, Larry Bird, McDonald's (1993) https://www.youtube.com/watch?v=1shK-j_u6LI Monster.com "When I Grow Up" (1999) https://www.youtube.com/watch?v=fY1WoHkNGy4 E-Trade monkey commercial (2000) https://www.youtube.com/watch?v=Muyq2kMDFoA Reddit Super Bowl ad (2021) https://www.youtube.com/watch?v=_wkvH0qBMP8 DoorDash commercial (the one with the 1,813-character promo code) https://www.youtube.com/watch?v=DTLM5o-9hYg Tubi ad (2023, the fake TV glitch) https://www.youtube.com/watch?v=73p4lL1iq7w Coinbase QR code (2022) https://www.youtube.com/watch?v=eIUD_NE1BDo Apple's 1984 commercial https://www.youtube.com/watch?v=ErwS24cBZPc&list=RDErwS24cBZPc&start_radio=1 Bud Light "The Wardrobe Malfunction" (2005) https://www.youtube.com/watch?v=gIJZJw-ZQqI Pepsi Polar Bear commercial https://www.youtube.com/watch?v=pPHI2zNf_ww

3. 

   23 Jan 2026

   Exclusive Interview: Rob Guénette

   Opening quote from Rob Guénette: "We ought to shape it before it shapes us. I think that is the right healthy attitude." Rick Brown: Welcome to "Why Didn't I Think of That?" This is our first episode of 2026, and we have a very special guest with us today. Rob Guénette is here. Rob is the CEO of VML Canada. He's an absolute legend in the advertising business and an incredible storyteller. So stay tuned for this – you're going to love it. And then right after that, we have a panel discussion about gamification with our host Jeremy Lens and Tim Voet. Interview with Rob Guénette: From Brand Management to Agency Leadership Rick: Welcome to the show, Rob. Do you want to maybe start with your background and how you got into advertising? Rob: Sure. So I started my career at Unilever Canada as a client in brand management, and I was there for 14 years. Through that time period, I received the best business education I could ever have gotten. Unilever was amazing in those years. I started in '86 and left in '99, and was able to cross a lot of categories and learned a ton, worked with outstanding people. Through that, though, I learned that I was really gravitating to one aspect of the job more than the others, and that was the advertising piece. I loved working in the communication area. I loved working with agencies. I loved doing work that the public saw, that impacted our brand and all that stuff. And I decided at one point I wanted to do two things: I wanted to work in advertising, so I'd cross the bridge, and I also wanted to be an owner. I wanted to have an equity stake. So those were my two objectives. Rick: That's pretty ambitious, right? Rob: It was. Well, I was at that stage in my life where I was super confident, I was ambitious, and I just wanted to get on with it. And I thought, if it happens, great. If it doesn't happen, you know, I'm happy. I have a good career, I have fun, I work with great people. But I got pretty lucky, and it happened. The VML Connection Rob: So what happened was, my first introduction to VML was at a dinner held at Peter Stringham's house in New York shortly after we sold. And he invited myself, my wife, Paul and Jane. And at that dinner was a man named John Cook. This was in 2010. And I met John Cook at that dinner and I was so impressed with John. He's amazing. And I was in awe of the VML trajectory. And by the way, a little factoid: VML was born in 1992, same year as Taxi. So Taxi was born in Montreal in 1992, VML was born in Kansas City in 1992. Amazing. So back then, there was a period of time where I would attend meetings in New York that Martin Sorrell chaired, and John Cook would also be attending those meetings. So I got to see John in action. I got to hear about VML. I would do my bit on Taxi, but really we were there because Telus was one of the largest accounts in North America at that time for WPP. It was a big account. It was massive. So through that introduction, I was always an admirer of VML. And of course, VML was on a different track than Taxi. Taxi was a pure creative shop, really, and VML really started in digital and tech, and solving client problems in different ways – not necessarily through TV and outdoor and all that stuff. It was really wired differently, pun intended. The Decision to Merge Taxi into VML Canada Rob: So I always thought – well, first of all, I should say Taxi after the acquisition was a bit of a corporate orphan, right? Two things happened. One, we were attached to the VML system, so I reported to John Cook, and they were great with us. We were integrated, we were on all the global calls. We were part of all of it. But at one point, I guess I had a moment, sort of one of those epiphanies, and I said, you know, VML's growing and the world is changing fast. They seem to be in the right lane. I thought it was time to change our direction with Taxi. And as you know, there was an opportunity that came up. There was a merger between VML and Y&R, and so at that moment in time, I said, you know what? I'd rather retire Taxi while it's still strong, while it's still great, and decided that it's time to put VML Canada on the map. And that was a manifestation of putting Taxi and WT together as Wunderman Thompson. And that was a difficult, but I think necessary decision to really go where the growth was and go where the future is. Because I come at things a little bit more left-brain because of my background and how I grew up in business. And also as a person, I'm just not that nostalgic and I'm just not that emotional. So for me, the way I looked at it, it was important to retain the spirit of Taxi, which lives every day, as you know, at VML Canada – as opposed to just the nomenclature, the naming. And again, I've seen in my – I've been around now 40 years – for me it's about how do we grow, how do we keep all our great people in place? How does everybody get stimulated, learn, and challenged and motivated, right? And I just at that time thought the VML thing is going to be that thing for us. It's going to offer more career opportunities. I mean, VML is the largest agency in the world – 30,000-plus employees. And of course, as you know, the capabilities we have up and down is insane. So you're going to learn new capabilities, you're going to approach modern marketing in a different way and all that. So that was part of my thinking: how do I, as opposed to trying to keep a brand alive or reinvent a brand or whatever you want to call it, how do I make sure that the best people we have continue to be motivated, stimulated, intellectually stimulated, and future-proofed, if there is such a thing? So that was part of it. Plus, here's the other thing: I just love change. I'm one of those weird guys. Rick: Really? Well, now is your time. Rob: Exactly. But I love it. I love change. What Change Looks Like at VML Canada Rick: What's change for you now? Well, how do we work now? That's completely different from before, or is it? Rob: It is and it isn't, and I'll explain how I look at it. I referred to earlier the spirit of Taxi, and I see VML Canada – its creative soul comes from Taxi. Our ability to challenge status quo internally and externally is still alive. However, I see VML Canada, and I don't mean this with any disrespect to my old Taxi and Paul and Jane and everybody – everybody was there, Ron Wilson, Andrew Simon, all of us – I just think we're more sophisticated now. I think we can show up no matter what the business problem is. We don't have to white label anything. We don't have to think, "Oh geez, we'll fake it till we make it," all that stuff, right? I just think we have more components. We're firing on many more cylinders. We're more sophisticated. There's more rigor in data, in AI, the whole nine yards, right? So I think that my objective was – and I think you were in the audience when I said this – my objective was not to sort of take bits of Taxi and bits of Wunderman Thompson, put that in a blender and hit puree and hope something positive comes out. My objective was to start a new culture – and only take the essence of what was really great about Taxi and the essence of what was really great about Wunderman Thompson. So in other words, marry the artists and the geeks. It had to be a new culture. But the other thing, the other benefit I see that has actually materialized – and I was hoping for...

4. 

   18 Oct 2025

   The Power of AI Agents

   Ever wonder what lies beyond your everyday ChatGPT? Join the VML Canada Innovation Team as they dive deep into the world of AI Agents – specialized, self-enclosed chatbots designed to be experts in one thing. This episode unpacks what agents are, how they work, and crucial best practices for leveraging their power... and avoiding their potential pitfalls. In this episode, you'll discover: What Exactly is an AI Agent? Learn how these focused bots differ from general LLMs, offering unparalleled accuracy, personalization, and the ability to challenge your thinking – unlike "puppy dog" chatbots prone to hallucination. The Art of Training: Rick Brown and Jeremy Lenz reveal the critical importance of quality inputs ("garbage in, garbage out") and clever strategies for structuring data to make your agent an expert. The Human Element: Trevor Byrne highlights the essential role of feedback loops, while Jeremy issues a powerful warning: "We are still the experts." Discover why the carpenter never blames the tools when it comes to AI. Real-World Innovation: Explore how VML Canada is already using "briefing agents" to streamline projects and the exciting potential of building "teams of agents" for complex tasks. How NOT to Use AI: A crucial segment featuring cautionary tales from Bell's Fan Expo blunder and Home Depot's facial recognition controversy. Learn why empathy, transparency, and avoiding generative AI in public-facing social content are paramount. Connect with VML Canada Innovation: Have questions or ideas? Email us at innovationcanada@vml.com (mailto:innovationcanada@vml.com)

5. 

   3 Oct 2025

   Cannes Innovation Recap

   2025 Cannes Innovation Recap: The Fourth Judge (00:03:00): Jeremy shares a mind-blowing AI-powered judge for boxing from Big Time Creative Shop in Riyadh. Discover how AI is tackling subjectivity and bias in sports, trained on a century of boxing history to provide unbiased real-time analysis. Is this the future of fair play? https://www.youtube.com/watch?v=BcLlNta1deE Daisy vs. Scammer (00:06:00): Tim introduces us to O2's ingenious AI "granny" from VCCP London, designed to waste scammers' time. Laugh along as Daisy hilariously stalls fraudsters and ponder the potential for this tech to be integrated directly into our phones. Could this be the end of spam calls? https://www.youtube.com/watch?v=RV_SdCfZ-0s Shakespeare Bic (00:09:00): Rick reveals VML Sao Paulo's incredible campaign for Bic's 75th anniversary. Learn how AI recreated Shakespeare's lost handwriting, complete with authentic variations, and a robot penned an entire Romeo and Juliet manuscript with a single Bic pen. A beautiful blend of history, tech, and product demonstration! https://www.vml.com/work/one-bic-one-book-two-classics Grand Prix Innovation Winner: Sounds Right Campaign (00:12:00): We dissect AKQA's groundbreaking "Sounds Right" campaign, which monetizes nature sounds for environmental conservation. Explore the concept of "Nature" being credited as an artist and debate the true definition of "innovation" in today's tech-saturated world. Is it truly innovative, or just a new application? https://www.akqa.com/news/sounds-right-wins-the-cannes-lions-innovation-grand-prix/ News Story of the Week: The Velvet Sundown Hoax (00:16:00): Jeremy breaks down the viral sensation of "Velvet Sundown," an AI-generated 70s-style band that amassed 50,000 fans overnight on Spotify before being outed as an art hoax. We discuss the implications of AI music creation (like Suno, which created our intro music!) and the ongoing conversation about AI's role in the art world. How did they get so big, so fast? https://www.cbc.ca/news/entertainment/ai-band-hoax-velvet-sundown-1.7575874 Have thoughts on these innovations or want to chat with our hosts? Email us at Innovationcanada@vml.com (mailto:Innovationcanada@vml.com)

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

1 ratings

Spotify

5.0 / 5

7 ratings

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Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.