Skip to content Skip to sidebar Skip to footer

Honesty Will Have a Come Back, But Not For the Reasons You Think with Joey Dumont

Joey Dumont is a leader in the digital space and known for work that encourages brands to be truthful and genuine with their customers. He joins the show to talk about his role as the Co-Founder and Partner Lead at True Thirty and Executive Producer of the documentary, The Naked Brand. Joey shares how we can take back communication and honesty in the advertising industry and describes a few examples of brands that do it right, and what we can learn from them. Joey was formerly the Partner/Managing Director at Questus, an award-winning digital ad agency.


  • Joey has spent over 15 years in the Advertising space and was the Executive Producer of a documentary that came out in 2012 called The Naked Brand.
  • The Naked Brand showed how corporates and iconic CEO’s had more success with their audience when they were honest and loyal, even about the challenges or not-so-great things surrounding the company.
  • At True Thirty, LLC, Joey combines his advertising background with his colleague’s expertise in journalism and creative strategy. Together, they form a holistic unit that helps brands really know what people are saying about them, which sometimes can be quite shocking and unexpected.
  • The immediate impact of what is being said on social media and how people are saying it is uncharted territory in a way we haven’t seen before.
  • This conversation is a great reminder to use the pause button before we respond in heated arguments online. When we take a minute to check in with our emotions and understand where others may be coming from, our community can become just a little less divided.
  • Not only is being honest the moral thing to do, but it’s also the best thing for your brand and employees.
  • What’s playing out in social media is not always what is reflective of the discourse in real life.


  • “It’s not what we think, it’s what is happening about there.” (Joey on his work at True Thirty, LLC)
  • “We have to start to control the contempt for one another. It’s just not going to work.”
  • “Be dead honest about what you are doing, and then you have nothing to hide.”

Mentioned in This Episode:

Joey Dumont LinkedIn

True Thirty

IAB Op-Ed on Panic Buying 

rag & bone

“Creating Civility and Opportunity with Rob Norman”

The Naked Brand