Interview with Tom Fishburne, the Savvy Cartoonist Navigating Marketing's Laughable Landscapes
Humor recognised as an 'underestimated significant force' by Tom Fishburne.
Dive into the humorous world of Tom Fishburne, the genius behind Marketoonist, as he chats about his two-decade-long journey as a cartoonist, the underappreciated power of humor in the workplace, and why creatives shouldn't fear AI.
- "Accidental" Genius: Tom dabbled in cartooning since childhood but never assumed it would be his full-time gig. With a traditional career path leading him to business school and marketing, he began drawing cartoons for fun while at General Mills. The success of his weekly cartoons eventually caught the attention of various brands interested in humorous marketing campaigns. Fast forward to 14 years ago, when he, along with his wife, decided to take the plunge and bring Marketoonist to life. Today, he partners with over 200 companies to create distinctive cartoon-based marketing campaigns.
- "Humor is an Underrated Superpower": According to Tom, humor can be a game-changer within the corporate world, yet many people don't utilize it enough in their professional lives. By incorporating laughter, we can unveil obstacles that hinder us from achieving our marketing goals. Tom's mission is to spread this message far and wide, inspiring more individuals to embrace their inner comedians.
- "The Humor Pendulum Swings": Tom's seen the ebb and flow of humor in the marketing industry throughout the years. In response to significant events, such as the Covid-19 pandemic, brands often lean towards a more serious tone. However, Tom believes that responsible and effective humor can truly set brands apart when most stay within the safe neutral zone. He was delighted to see Cannes Lions introduce a category specifically dedicated to humor this year, an encouraging sign that humor is making a come back.
- "Do I have the Guts to be Funny?": Don't let the fear of backlash hold you back, Tom advises. Humor can often be an empathetic tool if used appropriately, rather than a risky endeavor. Focus on shared experiences that the audience can connect with, and you'll find that it takes little bravery to be funny.
- "The Mirror Reflecting Marketing Myopias": At Brand Week Istanbul, Tom addressed the four types of myopias—technology, customer, data, and organizational—that can impede marketing progress. By recognizing and eliminating these blind spots, brands can take advantage of the myriad opportunities the marketing industry has to offer, delivering marvelous experiences to their customers.
- "Dilemmas in the Digital Age": While social media, such as LinkedIn, has proven to be a helpful distribution channel for Tom's cartoons, it doesn't serve as a primary source of inspiration. He suggests that we often fall into a groupthink mentality when consuming content from these platforms, which restricts creativity. Tom prefers to keep his mind open to unconventional connections as the best sources of inspiration for his cartoons.
- "Wisdom for Upcoming Creatives": Tom encourages creatives to familiarize themselves with AI, but not to rely on it blindly. Think of AI as a tool to enhance your creative process, rather than a replacement. Keep your unique qualities in mind as you embrace the integration of AI, ensuring that you maintain a human touch in your work.
Give your brain a break and enjoy a laugh with Tom Fishburne's cartoons; you might just find that humor is the missing piece to navigating marketing's ever-evolving landscape with ease.
Featured image: Tom Fishburne / Marketoonist
Enrichment Data:
Tom Fishburne's cartoons often reflect the absurdities found in the marketing industry. By highlighting these challenges with satire and irony, he offers a unique and engaging perspective on the constantly changing field. Here are some interesting aspects of his work:
- Humor as a Form of Critique: Through humor, Fishburne frequently criticizes marketing trends, challenges, and trends, helping marketers think more critically about their strategies.
- Perspective on Marketing Trends: His cartoons often critique overused marketing buzzwords and trends, encouraging marketers to think more carefully about their strategies and the value they bring to their audience.
- Adapting to Change: Tom's cartoons often depict marketers adapting to new technologies and trends. This adaptability, combined with humor, suggests that Tom understands the importance of embracing change while maintaining a sense of humor about its challenges.
- Leveraging AI: Tom's work, like the "AI-Powered Insights" cartoon, suggests that he views AI as another aspect of the marketing landscape that can be both interesting and humorous. He may use humor to critique the over-reliance or misuse of AI in marketing, emphasizing the need to maintain a human touch in marketing strategies.
- "Absurdities Unveiled": Tom Fishburne's cartoons not only bring laughter to the marketing industry but also expose its absurdities through satire and irony. This unique criticism helps marketers rethink their strategies more critically.
- "Marketing Trends and Buzzwords": Internationally recognizable through his witty cartoons, Tom consistently critiques overused marketing buzzwords and trends, nudging marketers to scrutinize the strategies they employ and their value to the audience.
- "Change and Adaptation": Recognizing the need for adaptability, Tom's cartoons often depict marketers learning to navigate new technologies and trends with a balance of humor and candor, reflecting his understanding of the importance of embracing change yet maintaining a sense of humor about its challenges.
- "AI in the Mix": Exploring the role of AI in marketing through humorous cartoons like "AI-Powered Insights," Tom questions the over-reliance or misuse of AI in marketing strategies, emphasizing the value of maintaining a human touch in marketing.
- "Entertaining Pop-Culture References": Tom's cartoons frequently reference popular culture to connect with his audience, using familiar themes from books, media, entertainment, and social media to enrich his commentary on marketing landscapes.
- "Healthy Dose of News": Alongside pop-culture references, Tom incorporates news into his work, critiquing the marketing industry's stance on current events. This thought-provoking commentary encourages marketers to stay well-informed and adapt their strategies accordingly.
