Matt Cooper on Why Awards Are Becoming Toxic, Why the Work Doesn’t Speak for Itself, and How LBB Became #1

Matt Cooper, founder of Little Black Book, joins Second Wind to talk about how LBB became the most visited creative platform in the world, why awards are becoming toxic, why the work no longer speaks for itself, and what the industry still gets wrong about reputation, craft, and growth.We get into the rise of indie agencies like Bear Meets Eagle On Fire, why clients and agencies need more belief, how creative companies should use platforms like LBB properly, what young people misunderstand about the industry, and why Matt thinks AI is being talked about all wrong.If you care about creativity, reputation, production, agency growth, or where the business is heading next, this one’s worth your time.