Brad Casper: Heart and Soul Marketing

December 1st 2020

In this episode, Kyle and I talk with Brad Casper, the CEO of Heart and Soul Marketing. Brad is an experienced executive who has had the opportunity to lead billion dollar brands like Proctor and Gamble and Dial. More recently he was the CEO of Owens Harkey, one of the leading ad agencies in Arizona and has since moved on to create his own agency. Brad was super generous with his story and he opened up about some of the new challenges he is facing on entrepreneurship, despite being so far along in his career this is his first time starting a business.


Brad Casper is the CEO of Heart and Soul Marketing, which he started with his business partner, Matt Moore, in September this year. In our conversation with Brad, we talk to him about his past career experiences that have led him to where he is now, where his new business is headed, and his brief appearance on The Apprentice with Donald Trump!

Brad, originally from Cincinnati, began his career as a Financial Analyst after graduating from Virginia Tech. He later started a job at Procter and Gamble in advertising and marketing - a role that evolved over 10 years and led him to have the professional experience he has today. He has worked for companies such as GE, Dial, Church & Dwight, and Phoenix Suns.

Brad Casper describes his experience on The Apprentice: 

“Donald Trump gave me a tour and showed me the boardroom where he used to fire everybody. He asked my input about who he should fire and why, and I gave it to him. He actually did it. He followed through on my recommendation.”

A key skill in running a business: 

“It’s got to be more than just being busy. You have to be intentional. You need to be choiceful. The heart of strategy is making tough choices - what to do as well as what not to do.”

His thoughts on what culture looks like in a company:

“Culture is more than foosball tables, bars, and Keurig coffee machines. People need to see professional growth. They need to feel that the leadership of the company knows them, respects them, wants them to prosper, as well as the company prosper.”

His vision and inspiration for starting his company, Heart and Soul Marketing:

“We started thinking, maybe it’s time for a kinder, gentler agency - maybe the most people-centric agency, where employees don’t just come to work because of a great culture or it’s fun. But they really feel like this agency and them are inseparable from the standpoint of kindness wrapped in capitalism. We want to have a purpose that is above profits. Obviously, we want to make a profit, but it’s less important right now for Matt and I than just doing great work.”  

Additional Links:

Heart And Soul Marketing:

Follow along with Brad Casper on LinkedIn:

Brad mentions the book, Halftime by Bob Buford. You can order it here:

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