On Strategy Showcase

By Fergus O’Carroll

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Category: Marketing

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Subscribers: 24
Reviews: 0
Episodes: 256

Description

Where marketers tell the stories behind the strategies that led to amazing campaigns.

Episode Date
How Josh Wines turned reluctance into social Effie Gold
Jun 27, 2025
Live with Effie winners in NYC
Jun 20, 2025
On the Spot: Tesla & Poppi. Planners talking about brands they've never worked on
Jun 12, 2025
How Life360 is hilariously taking a bite out of Apple
Jun 08, 2025
Canva's campaign to drive expansion into B2B
Jun 01, 2025
Live from Auckland: Lessons in Punching Above Your Weight
May 27, 2025
Live from Sydney: Breaking the Laws of Average
May 25, 2025
On the Spot: Starbucks and JCPenney. Planners talking about brands they've never worked on
May 18, 2025
Coors Light. From state of beer to state of mind
May 11, 2025
Skittles. An Effie Best-of-the-Best Winner
May 04, 2025
Life after Agency Life Ep#3 (Tom Morton, Britton Taylor, Lisa Prince)
Apr 27, 2025
On the Spot: Progressive & Chick fil-A. Planners talking about brands they've never worked on
Apr 18, 2025
Debuting the U.S. version of The Long & the Short of it
Apr 12, 2025
The Entertainer's campaign focuses on our kids charming obsessions
Apr 05, 2025
Life After Agency Life Ep#2 (Marcus Collins, Suzanne Powers, Gareth Kay)
Mar 30, 2025
On the Spot: Vrbo & Duluth Trading Co. Planners talking about brands they’ve never worked on
Mar 23, 2025
The story behind Kellogg's brand refresh
Mar 16, 2025
Live from Toronto: Rise of the Independents
Mar 09, 2025
This B2B campaign is a masterclass in proving the effectiveness of a message
Mar 03, 2025
Humor is Duluth's superpower in building a billion dollar brand
Feb 22, 2025
Uber. Extending the consumer brand into a B2B world
Feb 17, 2025
Greg Hahn and Nicole Parlapiano with the story behind Tubi's new work
Feb 13, 2025
Planners guess how their favorite Super Bowl ads tested (it's hilarious)
Feb 11, 2025
Procell's B2B reframe: from price to buy to cost to replace
Feb 02, 2025
The story behind Tinder's "It Starts with a Swipe"
Jan 26, 2025
How creating doubt created opportunity for B2B brand Informatica
Jan 20, 2025
Tom Roach and Sarah Newman on APG's AI Initiative
Jan 12, 2025
What happens when Disney and adam&eveDDB get together?
Jan 05, 2025
2024 Media Highlights with Michael Beach
Dec 27, 2024
Live from Chicago: The Holiday Ads Special
Dec 16, 2024
EP#1 Life After Agency Life
Dec 02, 2024
Live from Los Angeles: Brands+Entertainment
Nov 24, 2024
How McCain's patient commitment to brand-building paid off
Nov 18, 2024
Live from New York: The Future of Ideas
Nov 12, 2024
How Cheetos flipped a negative feature into a positive vibe
Nov 03, 2024
Workday's Rockstars campaign and its Effie-winning goal
Oct 31, 2024
Burger King's buzz-building "Bundles of Joy" campaign
Oct 27, 2024
Live from London: Martin Weigel, Lucy Jameson and Martin Beverley
Oct 23, 2024
The Titanium-winning Marina Prieto campaign from JCDecaux & David
Oct 17, 2024
Pot Noodle's brilliant, Effie-winning response to a failed product launch
Oct 13, 2024
Classics episode: Harvey Keitel for Direct Line insurance
Oct 07, 2024
The truth behind the Michael Cera campaign
Oct 03, 2024
How Michelob Ultra’s “Social Athlete” reframed lite beer
Sep 26, 2024
Classics Episode: Redefining the Value of a Vote
Sep 23, 2024
Pop-Tarts 2024 Gold Effie Pop-Tartigans social hit
Sep 19, 2024
Doordash's Titanium Grand Prix winning Super Bowl initiative from W+K
Sep 16, 2024
The Martin Agency and US Cellular on using tension to get attention
Sep 12, 2024
Classics Episode: Sainsbury's Try Something New Today
Sep 09, 2024
Turning bar codes into cookies with OREO "Codes"
Sep 05, 2024
Classics Episode: Dixons on hijacking your competitor's strengths
Sep 02, 2024
Why Matthew McConaughey's helping Salesforce reposition
Aug 26, 2024
How "Purpose" can lead to bad marketing, with Nick Asbury
Aug 18, 2024
Classics Episode: Kit Kat on giving yourself a break
Aug 12, 2024
Nike & the culture of W+K with CSO, Andy Lindblade
Aug 05, 2024
Classics Episode: The Economist's "white on red" campaign
Jul 29, 2024
Inside audible’s "There's more to imagine when you listen."
Jul 22, 2024
How Mischief and CMO, George Felix are refreshing Chili's
Jul 15, 2024
The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS
Jul 08, 2024
CFO/CMO Series Ep#3, S&P Global
Jun 30, 2024
Live from Dublin: Voices of Irish marketing
Jun 24, 2024
Meet the brand-side architects of effectiveness
Jun 16, 2024
How AXE deodorant rediscovered its sweet spot
Jun 12, 2024
Magnum Ice Cream on creating new use occasions
Jun 03, 2024
Les Binet and Sarah Carter on what's next in effectiveness
May 28, 2024
Hendrick's Gin: the launch that ignored the norms
May 20, 2024
Ryanair’s controversial social strategy explained
May 16, 2024
Brand Leadership Ep#2: MGM Resorts and Chili's
May 12, 2024
The story behind Hilton Hotels “It matters where you stay"
May 09, 2024
Adam Morgan on the cost of dull advertising
May 05, 2024
Pepsi's New Global Brand Platform with CMO, Mark Kirkham
May 02, 2024
CFO/CMO Series Ep#2 La-Z-Boy
Apr 28, 2024
Brand Leadership Ep#1: Molson Coors, TikTok and Orangetheory Fitness
Apr 23, 2024
Uber Eats and the evolution of the brand
Apr 20, 2024
CFO/CMO Series Ep#1 Heineken
Apr 14, 2024
Ep#3 Start-Ups, Scale-Ups and Grown-Ups
Apr 07, 2024
"He Gets Us" is one of the most provocative campaigns in decades
Mar 31, 2024
YETI's "Gear Built for the Wild" with CMO, Paulie Dery
Mar 24, 2024
Dave's Killer Bread is a billion dollar business and expanding beyond the bread aisle
Mar 17, 2024
From knowledge to understanding with Prof. Gina Fong of Northwestern
Mar 10, 2024
Ep#2 Start-Ups, Scale-Ups and Grown-Ups
Mar 03, 2024
The Streaming Landscape in 2024 and beyond
Feb 26, 2024
Ep#1 Start-Ups, Scale-Ups and Grown-Ups
Feb 20, 2024
How MINI's strength created a challenge
Feb 03, 2024
The Consequences of Change with Ed Cotton and Steve Walls
Jan 28, 2024
Ep#3 Connections Role in Effectiveness
Jan 22, 2024
The story behind Tubi and Mischief’s "Find Your Rabbit Hole"
Jan 15, 2024
Ep#2 Connections Role in Effectiveness
Jan 08, 2024
Mark Ritson's Top 10 Marketing Moments of 2023
Dec 22, 2023
Ep#1 Connections Role in Effectiveness
Dec 17, 2023
How delivery-on-demand can be about more than convenience
Dec 10, 2023
A look back on Snickers' strategy with the team that shaped it
Dec 02, 2023
Mark Ritson talks about his controversial column in Marketing Week
Nov 18, 2023
The story behind the evolution of a clinical brand
Nov 11, 2023
Ep#3 Future-Proofing Your Strategy Department
Nov 04, 2023
The story behind Discover's "Especially for Everyone"
Oct 28, 2023
Ep#2 Future-Proofing Your Strategy Department
Oct 22, 2023
The stories behind Bailey's, Ciroc and Tanqueray from the man who created them
Oct 13, 2023
Ep#1 Future-Proofing Your Strategy Department
Oct 08, 2023
How Heinz reversed its decline by leveraging product truths in amazing ways
Oct 02, 2023
Chipotle's "Food with Integrity" platform and its 33 million person database
Sep 23, 2023
How Midol, a period relief product, is fighting the normalization of discomfort
Sep 15, 2023
The inside story behind McDonald's global "As Featured In" campaign from W+K
Aug 25, 2023
We talk misleading metrics with Mike Menkes of Analytic Partners, NY
Aug 19, 2023
How Kobo is challenging Amazon in the e-reader space
Aug 12, 2023
The story behind Domino's Pizza's digital innovation strategy
Aug 06, 2023
How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment
Jul 29, 2023
How Ogilvy's "bystander" strategy impacts violence against women
Jul 18, 2023
Nonfiction Research aren't for everyone, but they should be
Jul 08, 2023
The story behind Truth’s Grand Effie winning anti-vaping campaign
Jul 01, 2023
Turning the behavioral sciences inward to address our industry's cultural disconnects
Jun 26, 2023
Craig & Bridget talk honestly about leaving AMV BBDO and the freedom offered by smaller brands
Jun 18, 2023
Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi
Jun 11, 2023
Helen Edwards on why tomorrow's growth will come from the fringes
Jun 04, 2023
Pabst Blue Ribbon (PBR) beer and the limits of hipster culture
May 28, 2023
Living outside the bubble with The Northern Planner, Andrew Hovells
May 20, 2023
The story behind Hanes' Make Yourself Comfortable platform
May 14, 2023
Steven Lacey on the dangers of fishbowl thinking
May 09, 2023
Partners Life. How embracing a taboo inspired a winning strategy
Apr 24, 2023
Tourism Australia's campaign is a lesson in distinctive brand assets
Apr 16, 2023
Blackstone. Why top CSOs are moving to the investment firm
Apr 08, 2023
Rob Campbell, Paula Bloodworth and Martin Weigel interview me
Apr 03, 2023
United Airlines campaign to attract younger travelers
Mar 25, 2023
Expedia’s shift from travel to the traveler
Mar 11, 2023
Icelandic Tourism's enhanced reality "without silly headsets”
Mar 04, 2023
A strategist talks with Byron Sharp
Feb 25, 2023
The three key takeaways from our Planning for Effectiveness series
Feb 18, 2023
W+K’s Marcus Collins on culture's influence on what and why we buy
Feb 12, 2023
Finish Detergent on social responsibility done right
Feb 05, 2023
Why McD's "Raise your Arches" set the industry ablaze and where the idea came from
Jan 29, 2023
How Folgers coffee is repositioning the brand
Jan 22, 2023
How Shake Shack's strategy elevated "quality" beyond the obvious
Jan 14, 2023
Why Edelman thinks "Trust" should be the ultimate metric
Jan 08, 2023
Mark Ritson's Top 10 Marketing Moments of 2022
Dec 24, 2022
The iconic John Lewis Christmas ads and the brand strategy that inspired them
Dec 17, 2022
Ep#6 Planning for Effective Outcomes: The downfall of media measurement in comms with Karen Nelson-Field
Dec 13, 2022
Ep#5 Planning for Effective Outcomes: The Creative Relationship, with Greg Hahn and James Hurman
Dec 07, 2022
Ep#4 Planning for Effective Outcomes: Writing Creative Briefs with Julian Cole
Nov 28, 2022
The brilliant, Grand Prix winning Rediscover Germany from Ogilvy, Frankfurt
Nov 15, 2022
Ep#3 Planning for Effective Outcomes: Metrics & Measurement with Harry Davies
Nov 08, 2022
Ep#2 Planning for Effective Outcomes: "Performance vs. Brand" with Tom Roach & Claire Strickett
Nov 01, 2022
Ep#1 Planning for Effective Outcomes: "Starting out right" with Mark Ritson
Oct 26, 2022
How Johnnie Walker's "Keep Walking" has been reinvented
Oct 18, 2022
Introduction to our “Planning for Effective Outcomes" series
Oct 11, 2022
Dan Wieden dies at 77
Oct 03, 2022
Classics Episode: 1960's VW "Think Small" campaign from DDB
Sep 28, 2022
Liquid Death: the water brand that thinks like a beer
Sep 20, 2022
James Hurman on start-ups/VCs and their dangerous skepticism of brand
Sep 14, 2022
Classics Episode: 2000's Citibank "Live Richly"
Aug 23, 2022
Classics Episode: 1962's AVIS "We Try Harder"
Aug 17, 2022
7-Eleven on rebuilding when the idea of convenience has changed
Aug 10, 2022
Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”
Aug 03, 2022
How to turn a brand perceived as cheap into one considered awesome
Jul 27, 2022
Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”
Jul 22, 2022
The New York Times' Truth Campaign with Droga5, New York
Jul 12, 2022
Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin
Jul 06, 2022
Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago
Jun 28, 2022
How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category
Jun 23, 2022
VW with Mary Bakarich, Group Strategy Director, Johannes Leonardo, NY
Jun 17, 2022
Marmite's tagline "you'll either love it or hate it" led this brilliant strategy and sales turnaround
Jun 08, 2022
Amazon Prime Video's "Great shows stay with you" strategy from Droga5 London
Jun 02, 2022
The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO
May 25, 2022
The inspiration behind "Life insurance so good they're gonna want you dead"
May 17, 2022
How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand
May 11, 2022
Ian Leslie makes a compelling case for harnessing biased thinking in strategy
May 01, 2022
Orlando Wood (author of Lemon) on why creative work has been losing its effectiveness
Apr 20, 2022
How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first
Apr 12, 2022
Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman
Apr 06, 2022
W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls
Mar 15, 2022
How McDonald's NZ restaged an iconic song to support national unity
Mar 03, 2022
The story of "What happens in Vegas, stays in Vegas" and why it's changing
Feb 25, 2022
Lexus in Hong Kong and how dollars redirected across the customer journey converted in spades
Feb 21, 2022
The "Bless Your F**king Cooch" social moment that went viral for Mischief & EOS
Feb 16, 2022
Aldi Supermarkets and the art of reframing a negative
Feb 10, 2022
Why Bumble encourages women to fall in love with the journey, not just the destination
Feb 04, 2022
Why DB Export Gold may be the most romantic beer in the world
Feb 01, 2022
Persil laundry detergent’s "Dirt is Good" brand platform
Jan 26, 2022
The Michelin star PR strategy that put KFC Australia back on the map for quality
Jan 21, 2022
TBWA Chiat Day LA has a new unit dedicated to B2B marketing. We learn about it from John Hickman
Jan 19, 2022
The story behind Home Center’s decision to stand with single mothers
Jan 13, 2022
How "The Dance" reversed Speight’s Beer's 36% sales decline
Jan 09, 2022
Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets
Jan 05, 2022
Mark Ritson on his Top 10 Marketing Moments of 2021
Dec 27, 2021
How Velveeta sidestepped the cheese wars to create a space in pop culture, with Matt Carpenter of Kraft Heinz and Jonathan Deves of Johannes Leonardo
Dec 16, 2021
The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary
Dec 08, 2021
How Cadbury's "there's a glass and a half in everyone" rebuilt the brand
Nov 25, 2021
Pharma marketing: why there's so much of it and why it needs to change, with John Kenny of Intouch
Nov 17, 2021
The KitchenAid campaign that shines a light on sexism in professional kitchens, with Stephanie Kelly of Digitas, Chicago
Nov 11, 2021
The Starbucks brand and the project that led to the Funnel Cake Frappuccino, with Ben Doepke
Oct 31, 2021
Temptations' Halloween campaign suggests giving your cat an alternative to eating you, with Jack Spicer of Adam&EveDDB
Oct 21, 2021
Lurpak's strategic pivot with Rory Foster of W+K, London
Oct 12, 2021
Out of Google Labs, Apple and W+K comes Arts & Letters. A look inside with Andy Grayson, Head of Strategy
Oct 07, 2021
The Cannes Lion winning "Connected Island" with Aoife Murphy and Kris Clarkin of Boys+Girls, Dublin, Ireland
Aug 26, 2021
KFC on the importance of "radical honesty," with Neasa McGuinness of Mother and Jack Hinchliffe of KFC
Aug 12, 2021
Rockstar Energy Drink's pivot from high-octane lifestyle to fueling personal achievement
Aug 04, 2021
What Taylors coffee bags can teach us about embracing the obvious, with Loz Horner of Lucky Generals
Jul 15, 2021
Is Accenture Interactive's CEO, Brian Whipple building the agency we've always promised, and on a global scale?
Jul 09, 2021
Repositioning the AXE brand with Caroline Gregory, Global Brand Director at Unilever and Elizabeth Paul, CSO, The Martin Agency
Jun 29, 2021
FIFA's Midnight Ramadan League and how diversity initiatives can be more effective when they make us discover our own biases
Jun 17, 2021
The U.S. Army's recruitment strategy with Kevin Richey, EVP Planning, DDB, Chicago
Jun 09, 2021
Diageo’s Global Consumer Planning Director, Andrew Geoghegan, on building a portfolio-wide culture of effectiveness
May 24, 2021
Nike's 2020 with Wieden + Kennedy Global Group Strategy Director, Paula Bloodworth
May 07, 2021
Popeye's Chicken and Burger King with GUT Global Chief Strategy Officer, Fernando Ribeiro and ECD, Juan Javier Pena Plaza
Apr 30, 2021
Paul Feldwick on his new book and why our industry has lost its desire to make work that works
Apr 15, 2021
Andy Nairn of Lucky Generals on their Amazon Alexa work and his new book "Go Luck Yourself"
Apr 15, 2021
Tango soda's "Sticky Moments" campaign with Ray Patterson of Britvic and Rachel Walker of VCCP
Apr 09, 2021
Julian Cole on what to expect from the Planning Dirty Academy
Apr 04, 2021
Accenture's "Let there be change" campaign with CMO Amy Fuller
Mar 27, 2021
The Oatly brand and the spot they cleverly knew others would hate
Mar 21, 2021
Toyota and the challenge of a house of brands with Kathleen Kindle of Saatchi
Mar 06, 2021
Hyundai's journey from untrusted to unequaled with Cindy Scott, SVP Strategy, Innocean USA
Feb 26, 2021
Headspace with Colin Chow, Global Managing Partner at 21st Century Brand, San Francisco
Feb 18, 2021
How W+K won McDonald's, then blew the doors off with Travis Scott, as told by Jennifer Healan of McDonald's and Tass Tsitsopoulos of Wieden
Feb 12, 2021
How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
Feb 03, 2021
Thinx MENstruation campaign with Siobhan Lonergan
Jan 28, 2021
Tesco, the IPA Grand Prix Award winning case, with Simon Gregory, Co-Chief Strategy Officer at BBH, London
Jan 22, 2021
B&Q (home improvement store) with Tobey Duncan, Head of Planning, Uncommon, London
Jan 16, 2021
Faris Yakob and the structural dynamics of marketing
Jan 09, 2021
Coca-Cola with ECD Laura Visco and Strategy Director Armando Potter of 72andSunny, Amsterdam
Jan 04, 2021
Samsung Mobile with Ed Tse, CSO at Publicis OPTS, New York
Dec 10, 2020
Waze with Joey Camire of Sylvain Labs, NYC
Dec 03, 2020
Kia Telluride's launch with CSO Laura Forman of David & Goliath, LA
Dec 03, 2020
Britain's National Health Service (NHS) with Jo Arden while CSO at Mullen Lowe, London
Dec 03, 2020
OKCupid's return with Wieden + Kennedy's Brian Ritter
Dec 03, 2020
Volvo with Sophia Lindholm and Daniel Sjostrand of Forsman & Bodenfors, Gothenburg
Dec 03, 2020
Modelo Beer with Piper Dolan of Ogilvy, Chicago
Nov 20, 2020
Siemens Employee Brand Strategy with Lachlan Williams, formerly of R/GA, London
Nov 20, 2020
Guinness Part 2 - Nick Hulley, ECD, joins the conversation as we talk "Made of More" 2018-2020
Nov 16, 2020
FIFA's El Tornado with Martin Beverley CSO and David Mortimer of Adam & Eve DDB, London
Nov 10, 2020
CALM's Project 84 with Will Grundy of Adam & Eve DDB, London
Nov 10, 2020
New Balance (athletic shoes/apparel) with Tomas Gonsorcik, CSO of VMLY&R, New York
Nov 10, 2020
Wendy's "Fortnite" with Bret Smith, Managing Director Strategy, VMLY&R
Nov 10, 2020
Headhunter Stuart Parkin offers tips for planners looking for what’s next
Nov 03, 2020
Guinness Part 1 - the story behind "Made of More" with Alison Falconer of Diageo and Craig Mawdsley of AMV BBDO
Oct 27, 2020
Honda and the "Paper" campaign with RPA's Christian Cocker, SVP, Executive Planning Director
Oct 23, 2020
The New Yorker brand campaign with Brendon Volpe and Ben Yabsley of CNX
Oct 20, 2020
Samsung v.s. iPhone from the book Samsung Rising by Geoffrey Cain
Oct 18, 2020
New Zealand Tourism with Rory Gallery of the Special Group
Oct 08, 2020
Smirnoff Vodka with Stephen O'Kelly of Diageo and Tim Jones of 72andSunny
Oct 07, 2020
Brixton Finishing School graduate, Niamh Paul
Sep 27, 2020
Durex Condoms with Chantelle Begley of Havas, London
Sep 17, 2020
Adidas "Originals" with Mark Aronson of Johannes Leonardo, NY
Sep 17, 2020
Gareth Kay, Founding Partner of Chapter SF, suggests we find better problems to solve.
Sep 14, 2020
Nike with Andy Lindblade, Head of Strategy at Wieden + Kennedy, Portland
May 16, 2020
Freelancers Needed. Brand Federation with Matt Williams
May 07, 2020
Libresse's Viva La Vulva campaign with Bridget Angear of AMV BBDO London
Mar 18, 2020
Rob Campbell, (former) Head of Strategy R/GA London talks cultural strategy and the edge effect.
Mar 06, 2020
KFC with Wieden+Kennedy's Britton Taylor.
Feb 24, 2020
Tourism Australia with Droga5's Will Davie
Feb 21, 2020
Orange Theory Fitness with Nigel Carr
Feb 15, 2020
ITV rebrand with Lucy Jameson of Uncommon London
Feb 09, 2020
Audi with Ben Shaw of BBH London
Feb 01, 2020
LUVs Diapers with Tiffany Graeff (the planner's perspective)
Jan 21, 2020
Burger King with Jon Carlaw
Jan 15, 2020
LUVs with Mason Hedgecoth (the creative's perspective)
Jan 10, 2020
John Lewis Insurance - Tom Sussman
Jan 03, 2020
Beats by Dre with Simon Wassef
Jan 03, 2020