The Brief

How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? In this special live episode of The Brief, recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand. Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how distinctive brand assets, creative consistency and a clear brand truth helped reposition Jammie Dodgers for a new generation - without losing what made people love it in the first place. This episode is a masterclass in how long-term brand thinking, emotional connection and a bit of brave creativity can help legacy brands stay young at heart. In this episode, you’ll uncover: Why rediscovering a brand’s core truth is often the key to unlocking growth  How Jammie Dodgers reframed “mischief” as a way to connect with modern families  The role that distinctive brand assets play in building memory and effectiveness  Why creative consistency compounds commercial impact over time  How emotionally led creativity drives both fame and long-term brand growth  For more conversations on building enduring brands and effective creativity, subscribe to The Brief wherever you get your podcasts. 

The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture.In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss. Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup.We dive into the reality of the category today: unpacking whether the rise of ‘No and Lo’ reflects deeper lifestyle changes and cross‑generational shifts; how challenger brands can carve out space as industry titans enter the arena; and why “quality without compromise” is the only viable strategy when you're asking consumers to swap their favourite spirit for an alcohol‑free alternative.This episode offers a refreshing look at a category that’s not just booming, but here to stay.In this episode, you'll discover: How cultural language and shifting behaviours amongst audiences are redefining what it means to “enjoy a drink” today. How DioniLife is helping make alcohol‑free drinking a confident, mainstream choice for every occasion. Nik's journey from leading global marketing at Diageo to navigating the startup world with DioniLife.How DioniLife prioritises experience and quality to appeal to a growing audience of non-drinkers.The challenges and opportunities of being a challenger brand in a rapidly evolving/growing sector, and the role of agencies and partnerships in taking bold, calculated risks. For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.

In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the biggest campaigns, and discover the lessons that shaped the year in marketing.Thank you for listening to The Brief in 2025. See you in 2026!

What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.  We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This session is a masterclass in how playful strategies can lead to powerful, measurable success.  In this episode, you’ll discover: Why "playful" doesn't mean "frivolous" and how it creates genuine emotional bonds with consumers. Insights into how leading brands are using creativity to disrupt categories and drive effectiveness. How McCann’s collaborative, playful partnership with Aldi has delivered standout campaigns and brand growth. The connection between entertaining advertising and long-term brand building. Actionable ideas for injecting a sense of fun into your own marketing strategies to achieve incredible outcomes. For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts. 

Forget rolling hills and apple-picking clichés, Crumpton Oaks is redefining the cider game! From the bold 2022 Straight Outta Crumpton campaign, a clever twist on N.W.A.'s iconic track, to the vibrant Happy Applecore campaign featuring an original track by DJ Hixxy, Crumpton Oaks puts nostalgia and entertainment front and centre.In this episode of The Brief, host Ellis Bird sits down with Grace Anthony, Head of Marketing at Aston Manor Cider, and Adam Bodfish, Executive Creative Director at McCann, to explore how Crumpton Oaks is shaking up the cider industry. They discuss breaking free from traditional category norms, the power of entertainment, and the critical role of strong client-agency relationships in tackling creative challenges.From psychedelic projections to rap-inspired TV ads, this episode dives deep into how Crumpton Oaks is leaving countryside conventions behind and making cider bold, fresh, and unforgettable.What’s in the episode:The reason behind Crumpton Oaks’ mission to disruptThe role of entertainment and nostalgiaCreating ‘artvertising’How Straight Outta Crumpton came to beTesting VOD for the first timeTapping into the 90s with Happy ApplecoreWhy and how the team worked with DJ Hixxy to create an original trackUsing innovative mediaThe importance of strong client/agency relationshipsBuilding on the success of the past three years Watch the adsStraight Outta CrumptonHappy Applecore