The NDA Podcast

There are around 2 million posts published on Linkedin every day. Once a business platform, it has become the home of the ‘professional personal brand’.

Creative leaders are fighting in the feed for engagement – chiming in with thought-leadership, hot takes and opinions of the work & world. The pressure to have an online persona (and a following to match) is bigger than ever.

This week we’re asking, is building your personal brand a smart business tool, or just a way to chase validation and satiate our egos?

Joined by two titans of the feed, Amy Kean (CEO & Creative Director of Good Shout) and Helena Langdon (Freelance Copywriter / Comedy Writer) – we asked them if they believe they’re influencers. We talk about the wins and losses of growing an online following. Fears of being cancelled, trolls, time wasting, and whether they reap the rewards of their investment.

A candid conversation about whether the algorithm is really worth your energy.

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Statistics: https://www.cognism.com/blog/linkedin-statistics#:~:text=Content%20Impressions:%20LinkedIn%20generates%209,45.

Gender article: https://www.theguardian.com/technology/2025/nov/22/bro-boost-women-find-linkedin-traffic-drives-if-they-pretend-to-be-men

Book: Careless People by Sarah Wynn-Williams

AI content: https://originality.ai/blog/ai-content-published-linkedin#

Creative Boom article: https://www.creativeboom.com/tips/what-the-heck-is-a-personal-brand-in-2025/

Creator economy:
https://digiday.com/media/linkedin-emerges-as-a-serious-player-in-the-creator-economy/
https://www.linkedin.com/posts/noam-nisand_linkedins-biggest-growth-is-coming-these-activity-7364574631187406848-ysdH/

Huge thanks to all our anonymous contributors.
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The creative industry loves to talk about creatives. But what about the hidden army of people that keep our studios afloat?

The split of creative vs ‘non-creative’ roles is around 50/50 – but it’s rare to hear from those behind the scenes. Client services, operations, finance, HR… Seen as the vital cogs to a studio's success, but too often reduced to emails, admin, or budget police.

This week, we’re joined by Katie Lyons (Studio Manager at Pentagram) & Anna Victor (Business Lead at Mother Design) to unpack how they define themselves, whether they feel valued, and if they get enough credit.

From being ignored in crits, reduced to admin, shielding teams from chaotic clients, impossible budgets, and emotional fallout — they share the invisible labour, the cliche “bad guy” role, and what they wish the industry would do to make them feel welcome.

This is a candid conversation about how we can better support, and celebrate, the backbone of the creative industry.

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HS Creative Operations: https://www.henrystewartconferences.com/creative-operations

Inside Out Podcast: https://podcasts.apple.com/gb/podcast/the-future-of-in-house-creative-leadership/id1747200978

The Industry Club: https://www.theindustryclub.co.uk/training

Huge thanks to all our anonymous stories.

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To partner or not to partner?

83% of our listeners say they want a business partner. But the reality? It’s complicated. You spend more time with your co-founder than you do your family.

How do you choose the right person to go into business with? Handle conflict when creativity clashes with cash? And what is it like for the teams caught in the middle of founder tension?

In this episode, we unpack the partnership recipe: why most billion-dollar startups are built by teams, why solo founders are more likely to survive, and why partnerships fail more often than we like to admit. Joined by two brilliant creative duos – veteran partners Matt Baxter & Dom Bailey (Baxter & Bailey) and a new relationship, Gemma Ballinger & Johanna Drewe (Output)

From two-person dream teams to three-way creative standoffs, married co-founders to messy breakups – this is a frank, unfiltered conversation about building (and breaking) business relationships.

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Partnership stats: https://startersreview.com/solo-or-sidekick-weighing-the-pros-and-cons-of-business-partnerships/
https://www.equidam.com/the-case-for-solo-founders/

Creative Counsel with Brittany Ratelle Podcast: https://podcasts.apple.com/us/podcast/how-to-start-and-fix-your-business-partnerships-with/id1314211690?i=1000585724842

Co-founders Lab: https://cofounderslab.com/

Partnership Agreement: https://www.artscouncil.org.uk/partnership-agreement-guidance

Stories: James Kape

Huge thank you for all the anonymous stories in this episode.
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This is the episode you’ve been asking for — and the one we were nervous to record.

When we asked our listeners if they’d experienced burnout, 97% said yes. Nearly a quarter have been signed off work. That’s not a coincidence. It’s a sign of an industry that’s ignoring the primary reason for losing their workforce.

In this episode, we talk honestly about what burnout really looks like: physical symptoms, loneliness, losing creativity, and forgetting your purpose. Joined by two guests with lived experience, James Horwitz (Founder of Two Times Elliott) & Rebecca Price (Previous Senior Brand Manager at Monotype) and a whole host of anonymous listener submissions. We’re unpacking how burnout happens, how it affects business, whose responsibility it is, and why so many people feel unable to speak up.

If you’ve ever been on the burnout scale, this episode is for you.

Content note: this episode includes discussion of panic attacks and mental health struggles.

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Jackie Ivy TED Talk: https://www.youtube.com/watch?v=Nunvox1QqVs

Mental health burnout report: https://euc7zxtct58.exactdn.com/wp-content/uploads/2025/01/16142505/Mental-Health-UK_The-Burnout-Report-2025.pdf

Emmi Salonen ‘The Creative Wellbeing handbook’: https://www.creativeecosystem.org/book

NHS burnout resources: https://www.newcastle-hospitals.nhs.uk/services/newcastle-occupational-health-service/information-for-staff/covid-support-materials/managing-occupational-burnout/

Stories: Megan Fry, Chris Wilson

Huge thank you for all the anonymous stories in this episode.
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How many disabled creatives have you worked with?

27% of the EU population has a disability. By the time we all reach 65, half of us will be disabled. But the creative industry? Surprise, surprise, that number drops to just 12%.

We went on a mission to find out why — and ask some of the questions we’re all afraid to. Like, how do I approach someone to find out about their disability? What words can’t I use? Will it get me cancelled? Is my studio accessible? What does that actually look like?

And most importantly, what more can we be doing?

To answer all our questions, we’re joined by Paul Hewitt (Executive Creative Director at That Lot) and Julie Seal (Founder & CCO Republic of Imagination) in a candid conversation about their experiences being disabled creatives.

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Stats: https://www.consilium.europa.eu/en/infographics/disability-eu-facts-figures/
https://advertisingallin.co.uk/ (The stat included in the episode was based on the 2021 census, there has since been new data released which has seen a rise from 9% to 12%)
https://creativeaccess.org.uk/app/uploads/2024/01/disability-report-28th-nov.pdf

Ryan Hudson-Peralta: https://blog.adobe.com/en/publish/2022/01/19/ryan-hudson-peralta-designing-with-a-disability

Georgia Lupi: https://www.nytimes.com/interactive/2023/12/14/opinion/my-life-with-long-covid.html

Creative Equals: https://www.creativeequals.org/disabledcreatives

SCOPE: https://www.scope.org.uk/

Stories: Opal
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