Claim OwnershipOn Strategy Showcase
Subscribed: 299Played: 13,919
Subscribe
© 2025 On Strategy Showcase
Description
Where marketers tell the stories behind the strategies that led to amazing campaigns.
243 Episodes
Reverse
Not all reach is equal. In this final episode of the series, we talk about the importance of attention metrics in reach-based comms planning and its impact on effectiveness/efficiency. This series sponsored by our friends at WARC.
When it comes to generating effective work, it’s critical that strong relationships exist between account people, strategists and creatives. We talk about the various creative personalities and how best to work with each. This series brought to you by our friends at WARC.
Former Head of Sales Data Science & Analytics at Google, Harry shares the three types of metrics: Outputs, Outtakes and Outcomes, and the importance of having a Hierarchy of Evidence. This series is brought to you by our friends at WARC.
1Ep#2 focuses on performance vs. brand marketing and the blasphemous idea of both in a single execution. This series brought to you by WARC.
The brand historically known for its Pursuit of Progress has reinvented the way it expresses itself for a new generation of drinkers. From personal status to collective optimism, this is the story behind the latest "Keep Walking" campaign.
James Hurman and I talk about each of the 6 upcoming episodes and what you can expect from each guest. The series is brought to you by our friends at WARC.
When the QSR brand asked for a focus on quality, Preacher's Head of Strategy Marika Wiggan and Founder Seth Gaffney found a way to reframe it... For What it's Worth.
It started with a dinner conversation. That led to Edelman's Tom Hehir, EVP, Head of Strategy, joining me to chat about trust as a strategic goal and why Edelman feels it should be the ultimate metric.
This week we pay homage to Dan Wieden of W+K. He was heroic because he made it possible for the creatives and strategists I’ve long admired to become the creatives and strategists I've long admired. He made them possible. He created the culture that allowed them to be. And he loved it. Here's a speech he gave at Design Indaba in 2016. It's well worth a listen. R.I.P.
How, after World War II, would you market to the American public, a strange looking, small, inexpensive foreign car associated with Hitler's Germany? Imagine that was your brief.
Liquid Death is an irreverent brand that contradicts almost every convention of marketing. It’s simply drinking water, but packaged differently and marketed uniquely with the tagline “Murder Your Thirst.”
In his latest book “Future Demand," James Hurman suggests we start using the language of business to build the case for investment in harvesting both existing and future demand.
The amazing planning story behind Fallon's win over Chiat Day for the Citi account: one that resulted in the best un-bank-like advertising ever. And it would never have happened if not for two guys on a speakerphone.
The first in our new series on classic campaigns. DDB used a comment from an AVIS employee to turn what many considered a weakness into a highly relatable strength.
Coming out of lockdown, the convenience store brand, faced with a dramatic reduction in store visits, used products and subcultures as distinctive brand assets to expand its share among those whose idea of “convenience” had changed.
The name change from Uncle Ben's Rice to Ben's Originals was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking that grew household penetration 20%. Because doing what's right is also right for business.
Skinny Mobile, originally a youth brand, needed to explore a way into the general market to return to growth, but brand perception got in the way. ColensoBBDO and their client share the award winning strategy that flipped a negative, with "Skinny will do anything to keep prices low and customers happy."
After decades of “Choosy Moms Choose JiF,” how could a brand your mom served you as a kid now be the brand you choose for yourself? Publicis, New York shares the strategy story behind "That Jifing Good."
The New York Times was targeted as "fake news" by the previous administration. This was their award-winning response and what led to record breaking subscription levels.
With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.
How Sacha Baron Cohen's team and Leo Burnett made a National Rifle Association President undermine his own organization on a national stage in an effort to save lives.
Mark returns to share his Top 10 Marketing Moments of the year and why they mattered. Happy holidays and New Year to everyone.
To celebrate the holidays, we're rerunning the stories behind 10 years of iconic John Lewis ads and the simple brand platform and inspirations that shaped them, with CCO Richard Brim and CSO Martin Beverley of adam&eveDDB, London
In a campaign from Fred & Farid, Los Angeles, Ladder, an online life insurance company, is embracing brand marketing (not simply performance) with a totally unexpected campaign in an uptight category.
In 2019, the brand went through TBWA’s Chiat Day’s “Disruption” planning process, which attempted to realign enterprise-wide activities around a refreshed expression of the brand’s platform. This is the strategy story.
In his new book, Conflicted, Ian explains how we lose the benefits of diverse thinking because of our inability to disagree well. And how productive disagreement leads to better strategy.
The story of 13 years of growth following a crisis for the McDonald's brand. A recovery built on a rethink of operations, tone and messaging. One that put humility and relatability at the center of everything. A 2021 APG Award winner.
We talk about planning and cover a bunch of topics including why labels are used in strategy as proxies for genuine knowledge, how our industry’s fetish with “insight” has caused so many to lose sight of our deliverables. And whether we ever really know enough to really know.
A Gold WARC award for effectiveness winner, we hear how, after a series of hate crime attacks, McD’s used an update of their iconic Kiwiburger song to drive an important cultural conversation in New Zealand, resulting in the best sales period ever recorded.
The tagline is one of the most iconic in advertising history. It's embedded itself in popular culture in ways few campaigns have ever achieved. I talk with R&R Partners about how it came about, and why, in 2022, it's about to change.
This award winning case from TBWA Hong Kong shows how reallocating upper funnel media dollars across the customer journey helped Lexus successfully launch the UX in one of the toughest auto markets in the world.
How EOS and Mischief brilliantly capitalized on a TikTok moment with a genius response that went viral. CMO, Soyoung Kang and Mischief's ECD, Bianca Guimaraes share the back story of the brand and the moment.
The story behind the heart-warming and award-winning campaign that reversed losses by expanding appeal, with Rachel Ellerm of Lion and Lucinda Sherborne of DDB, New Zealand.
Bumble's about women making the first move. In this latest work, the brand expands on their empowerment platform by encouraging women to fall in love with dating as a journey, not simply a means to an end.
If drinking beer is typically something you do for yourself, could drinking a low carb beer be something you do for someone you love? It's "I'm drinking it for you" with James Tucker, Planning Director at Colenso BBDO in Auckland, NZ.
In a category fixated on clean, Unilever laundry detergent Persil flipped category conventions by telling the world that dirt was not the enemy, but the result of giving a child the freedom to explore and grow. This commitment to child development became the heart of the brand. This is the story behind that platform and how it was evolved to reflect Unilever's new green purpose.
A fast food brand attempting to win a Michelin Star? Seems crazy, but it's the attempt alone that worked. This is the strategy story behind the award-winning campaign from KFC and Ogilvy Australia.
TBWA Chiat Day Los Angeles has formed an elite team of creatives and strategists to build out a B2B marketing practice. I talk with Managing Director John Hickman about the back story and the case for B2B.
A WARC Grand Prix winner. The Middle Eastern-based home furnishing retailer used Father's Day to celebrate the achievements of single mothers.
Huge fan of Doug Holt. We talk about purpose, challenger and cultural brands through the lens of Jack Daniels, Chipotle, Blue Buffalo, Dove, Starbucks, etc.
The industry columnist, advisor and professor of marketing shares his Top 10 moments of this past year. And, as always, there are surprises for all.
La Dolce Velveeta presents the brand as an "unrestrained pleasure" by leveraging craveability and the attitudes of proud Velveeta lovers, claiming you don't have to be rich to live golden.
Adam&Eve DDB's CSO Martin Beverley and Craig Spence, Chief Brand Officer for the IPC share the story behind the creation of Wethe15, with its focus on what we have in common, not what makes us different. Lessons in here for every marketer.
Cadbury’s belief that generosity is in everyone rebuilt its business. Sophie Kerbegian, former Head of Planning at VCCP and Benazir Barlay-Batada, Marketing Director at Mondelez share the backstory of this Grand Prix award-winning campaign.
Pharma should treat patients like Nike treats athletes. So says John Kenny, Head of Strategic Planning at pharma agency, Intouch Group. He shares what he sees as opportunity for planners and strategists to reframe the category, worldwide.
This Gold EFFIE winning partnership with HULU drew attention to inequality by brilliantly twisting an age old adage " A woman's place is in the kitchen."
According to Ben, the essence of the Starbucks brand has always been seduction. Yet he worries it's moving away from its cultural capital codes. We talk about the brand and how its desire to connect post-lockdown led him and the team to the Funnel Cake Frappuccino.
The likelihood of getting eaten by your cat this Halloween is low, but it's not zero. Building on the success of last year's Halloween campaign, this year's "Tasty Human" takes the humor and insight to a new, hilarious level.
In pre-covid convenience-obsessed culture, cooking at home was struggling. This led to Lurpak's strategic pivot from celebrating "how" we cook to celebrating "why." A 2021 APG Creative Strategy Award winner.
This independent shop with clients including Google (Chromebook, Assistant, Pixel, Photos, Pay, etc) ESPN, NBC and others, is a studio-style creative company that's delivering at speed, something that generally scares other agencies.
Comments
Top Podcasts
The Best New Mark Levin Podcast Right Now - March 2025The Best New VINCE Podcast Right Now - March 2025The Best New Joe Rogan Experience Podcast Right Now - March 2025The Best New Sports Podcast Right Now - March 2025The Best New Business Podcast Right Now - March 2025The Best New News Podcast Right Now - March 2025The Best New Comedy Podcast Right Now - March 2025The Best New True Crime Podcast Right Now - March 2025
Download from Google Play
Download from App Store
United States