Ep. 34: Behaving Badly and Going Viral ft. Penn Weinberger

This week Francis is joined by Penn Weinberger, founder and head of the agency Bad Behavior. Bad Behavior works with creators to produce original short-form shows for brands; they’ve worked with clients like Lyft, Columbia Records, Cash App, and Stanley.

Bad Behavior: https://www.bad-behavior.com/

00:00 Introducing Penn and Bad Behavior

01:42 Working with Creators vs. Influencers

05:00 The Impact of Viral Marketing

07:14 Empowering Creators

09:35 Upsetting the Traditional Advertising Model

13:42 Starting and Then Diversifying the Agency

17:12 The Blur Between Creator and Celebrity

22:22 The Revenue

26:07 The Increase in Management Amongst Creators

30:06 Rules for Building a Creator-Led Show

32:47 Finding Brands as a Creator

36:35 Red Flags for Brands and Creators

41:06 Unpredictable Virality