The NDA Podcast

Join your host & producer, Katie Cadwell & Hatty Wytton, as they reflect on Season 3. With a whole host of new listener stories and opinions, we look back on all the great conversations from the past 10 episodes – and talk about what’s next.

Huge thanks to all our guests and contributors.
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Pro bono work. Is it too good to be true? Some view it as a generous donation of our skills. Others as a strategic way to entice new clients. And for those who’ve been burned, believe it’s devaluing the industry.

In the last episode of season 3, we’re joined by two industry heavyweights to discuss the benefits and pitfalls of working for free. Legendary Paula Scher, Partner at Pentagram, who shares the story of her prolific pro-bono projects for The Public Theatre and other charities – and the importance of a collaborative relationship with creative freedom.

While Mirella Arapian, Founder and ECD at MEK, started a studio with the intention of donating their time to pro-bono projects – but the reality was more complex than they realised. Low effort from clients, endless rounds of feedback, scope creep and lackluster creative results.

So what is the key to pro bono projects that benefit studios and clients alike? And are we doing a disservice to the industry by giving away our skills for free, even if it is for a good cause.

Join us in an honest, authentic conversation about generosity, labour, and where to draw the line.

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Netflix documentary: ‘Abstract: The Art of Design’

DAIS 10 year project: https://dais.com.au/passion-project/ten-year-project-2020-2030/

The One Percent programme: https://buildingelements.com/theonepercent/

Studio Every: https://www.studioevery.com/perspectives/-2-weeks-2-charities

Jonty Sharples article: https://www.linkedin.com/pulse/pro-bono-sucks-everyones-blame-jonty-sharples/

The Resourceful Designer article: https://www.resourcefuldesigner.com/navigating-pro-bono-design-work-for-non-profits-and-charities-rd320/

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Stories: Jennie Potts, Martin Boath & Andy Cooke
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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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