On Strategy Showcase

By Fergus O’Carroll

Business

What's On Strategy Showcase about?

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

Download our free app to listen on your phone

On Strategy Showcase episodes:

05.16.2024
Ryanair’s controversial social strategy explained
For the Irish airline, it was not a deliberate attempt at being disrespectful to passengers. There was a strategic imperative behind it all and we hear about it today from Michael Corcoran, former Head of Social Strategy at the ultra...
05.12.2024
Brand Leadership Ep#2: MGM Resorts and Chili's
Sarah Moore, SVP Brand Marketing at MGM Resorts International and George Felix, CMO of Chili’s Grill & Bar, join me for a conversation about breathing new life into brands and about the opportunity of defining a consumer-facing role for your...
05.09.2024
The story behind Hilton Hotels “It matters where you stay"
I'm joined by James Sowden, CSO at TBWA/Chiat/Day NY and Dan Reynolds, Global SVP at Hilton to chat about the latest campaign for their portfolio of properties. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode....
05.05.2024
Adam Morgan on the cost of dull advertising
To kick off this year's effectiveness series, we talk with Adam Morgan of eatbigfish about his latest work with Peter Field on the cost to brands of producing dull advertising. We talk about what makes dull dull and how we...
05.02.2024
Pepsi's New Global Brand Platform with CMO, Mark Kirkham
Mark talks us through the formation of Thirsty for More, what it means and its strategic role in the global business. Thanks to the Master of Advertising Effectiveness program for sponsoring this episode. More at www.mae.academy.
04.28.2024
CFO/CMO Series Ep#2 La-Z-Boy
We're joined by CFO Bob Lucian and CMO Christy Hoskins. This episode is a great example of what's possible when both speak each others language and genuinely believe in both the value of marketing and the necessity of responsible financial...
04.23.2024
Brand Leadership Ep#1: Molson Coors, TikTok and Orangetheory Fitness
We hear from CMO, Sofia Colluci about the impact of Molson Coors’ recently completed review of its marketing effectiveness principles, from Sofia Hernandez, Global Head of Business Marketing about TikTok’s distinct creative needs as an entertainment platform, and from David...
04.20.2024
Uber Eats and the evolution of the brand
We're joined by Danielle Hawley, Head of Global Brand for Uber and Celia Garforth, Head of Strategy at the Special Group. We talk about the new work and the unlock that drove its original creation. Thanks to the Master of...
04.14.2024
CFO/CMO Series Ep#1 Heineken
Jonnie Cahill, CMO and Timothy Bodart CFO, of Heineken USA join me to talk about why their relationship works, how they got there, and advice they have for others. This series is sponsored by Analytic Partners (the leader in commercial...
04.07.2024
Ep#3 Start-Ups, Scale-Ups and Grown-Ups
In this last episode in the series, we focus on mature brands (grown-ups) and how they manage for growth and shifts in their competitive landscape. We're joined by Smirnoff Vodka's Global SVP, Stephanie Jacoby, Domino's Pizza's SVP, Chief Brand Officer,...
03.31.2024
"He Gets Us" is one of the most provocative campaigns in decades
"How did the world's greatest love story become known as a hate group?" That was the question the client posed. We've seen the Super Bowl spots. It's a strikingly honest $100m campaign designed to bring skeptics back to Jesus. It's...
03.24.2024
YETI's "Gear Built for the Wild" with CMO, Paulie Dery
With $1.65 billion in revenue in 2023, YETI has built its business by allowing people to get out into the wild. But YETI’s wild is not the wild of extreme sports and caffeine-fueled energy. It’s a more quiet, reflective wild....
03.17.2024
Dave's Killer Bread is a billion dollar business and expanding beyond the bread aisle
With a brand platform of "Breaking the Rules for Good," Dave's could have gone purpose-first with its founder's backstory of incarceration. But now that Dave is no longer part of the business, a shift is occurring. Thanks to Tracksuit...
03.10.2024
From knowledge to understanding with Prof. Gina Fong of Northwestern
Gina teaches ethnography to MBA students at Northwestern's Kellogg School of Management. We talk about the importance of adding understanding to knowledge in business and life. Thanks to the Master of Advertising Effectiveness (MAE) program for supporting our show.
03.03.2024
Ep#2 Start-Ups, Scale-Ups and Grown-Ups
Scale-Ups Liquid Death and Canva join us. One has been brand-first from the beginning, the other later using brand to expand into new audiences. While they come from different categories, they’ve a shared belief: an emphasis on earned and shared...
02.26.2024
The Streaming Landscape in 2024 and beyond
A fantastic conversation this week. So much is changing in terms of streaming consolidation, content, branding and pricing. I'm joined by Michael Beach, CEO of Cross Screen Media in Washington DC. to discuss what exists today and what lies ahead....
02.20.2024
Ep#1 Start-Ups, Scale-Ups and Grown-Ups
Start-Ups are the focus of this first episode. We discuss the degree to which marketing and brand are factors in creating growth at this early stage. And about the importance of partnerships and product/market fit. Guests are Kathryn Winokur of...
02.03.2024
How MINI's strength created a challenge
Being synonymous with small resulted in newer, larger models being overlooked. We talk with Jonny Ewles of Media.Monks, London about the UK's APG award winning campaign for the MINI Clubman.
01.28.2024
The Consequences of Change with Ed Cotton and Steve Walls
Steve and Ed are each unique and prolific voices in our industry. We talk about how our new realities are a stage not just for change, but for opportunity. Thanks to the Master of Advertising Effectiveness Program for sponsoring.
01.22.2024
Ep#3 Connections Role in Effectiveness
In this final episode, we talk about Connections Planning from the media agency perspective. We're joined by Jon Gittings, International Head of Strategy at Wavemaker, LA, Eliza Kaplan , Exec. Dir. Global Strategy at OMD, NY and David Broad, Fmr....
01.15.2024
The story behind Tubi and Mischief’s "Find Your Rabbit Hole"
The streaming platform's CMO, Nicole Parlapiano and Mischief's EVP, Strategy, Ed Gunn share the story behind their famous "Find Your Rabbit Hole" campaign and where it's headed. Thanks to the Master of Advertising Effectiveness Program for sponsoring.
01.08.2024
Ep#2 Connections Role in Effectiveness
In Ep#2, we talk about how connections planning is earning its seat at the table. We're joined by department heads Stephanie Ehui of TBWA Chiat/Day, Los Angeles, Jonathan Daly of Johannes Leonardo, NY, Annex88's Brandon Solis. Thanks to...
12.22.2023
Mark Ritson's Top 10 Marketing Moments of 2023
For the third year, columnist and marketing professor, Mark Ritson shares his Top 10 Marketing Moments of the year. These are marketing moments, not simply advertising moments. We talk about each and why they mattered.
12.17.2023
Ep#1 Connections Role in Effectiveness
Brian Brydon, SVP, Head of Comms Strategy for Publicis, Enda Conway, Head of Connections Strategy for BBDO, NY and Ben Nilsen, Head of Media Strategy for Droga5 NY, join me for Ep#1 to talk about the importance of Connections...
12.10.2023
How delivery-on-demand can be about more than convenience
Uber Eats are the 800 lb gorilla, but may be vulnerable. Rob Campbell of ColensoBBDO and Jean Mexted of Delivereasy talk about how they've defended against the intruder and just delivered their seven millionth order.
12.02.2023
A look back on Snickers' strategy with the team that shaped it
The real story behind "You're not you when you're hungry." MARS Wrigley's Chief Brand Officer, Rankin Carroll and BBDO's Global CSO on MARS and PepsiCo, James Miller share the backstory and its evolution across 15 years.
11.18.2023
Mark Ritson talks about his controversial column in Marketing Week
Is America truly lagging behind the rest of the world in its understanding and application of marketing effectiveness principles? We talk about what Mark wrote in his Marketing Week column that caused quite a stir. Thanks to the Master of...
11.11.2023
The story behind the evolution of a clinical brand
A 2023 APG Gold award winner, the Replens brand shines a spotlight on the strategic importance of understanding human psychology in consumer research. We're joined by Kit Altin, Chief Strategy Officer at The Gate, London. Thanks to The Masters of...
11.04.2023
Ep#3 Future-Proofing Your Strategy Department
Our guests are from ADWEEK top agencies, Jeff McCrory, CSO, MischiefUSA, Lee Maicon, CSO, The Community and John Doyle, EVP Brand Strategy at Colle McVoy. We talk about whether strategy is adding value when so much is so unimpressive...
10.28.2023
The story behind Discover's "Especially for Everyone"
From “It Pays to Discover” to “Especially for Everyone,” Discover is banking on the democratization of specialness to attract a new set of customers. CSO, Jen Costello and Group Brand Strategy Director, Steph Berenson join me from TBWA/Chiat/Day Los Angeles.
10.22.2023
Ep#2 Future-Proofing Your Strategy Department
Our guests are Dan Hill, Global CSO, Wieden+Kennedy, Melle Hock, U.S. CSO, Edelman and Kim Einan, Global CSO for Starcom. We talk about the importance of truth and the dangers of strategy becoming too “distinct” a department. Thanks to...
10.13.2023
The stories behind Bailey's, Ciroc and Tanqueray from the man who created them
David Gluckman has written a book about his years developing products and ideas for Diageo/IDV. Dozens of origin stories are in his book "That Shit Will Never Sell." He's a terrific story teller. He shares a few of them in...
10.08.2023
Ep#1 Future-Proofing Your Strategy Department
Our guests are Tom Morton, Global CSO, R/GA, Bonnie Wan, Partner, Head of Brand Strategy at Goodby, and John Gibson, Managing Director and Head of Strategy at The Martin Agency. We talk fast v.s deep planning, the shape of...
10.02.2023
How Heinz reversed its decline by leveraging product truths in amazing ways
From Ketchup Fraud to Hog Dog Pact to Vintage Drip and so many more, Heinz and Rethink deliver brilliantly on creative effectiveness in the CPG space. Group Strategy Director, Julian Morgan and CCO, Mike Dubrick take us through their...
09.23.2023
Chipotle's "Food with Integrity" platform and its 33 million person database
With its "Real Food" message and its stand against industrial farming, Chipotle has built a brand that has withstood setbacks weaker brands wouldn't have survived. Its now built a database designed to give it faster, direct access to its customers,...
09.15.2023
How Midol, a period relief product, is fighting the normalization of discomfort
Midol is encouraging people with periods to question the normalization of discomfort. We're joined by Kelly Fanning of Bayer and Andrea Shultz of MullenLowe, NY. Be sure to watch the creative work on our website.
08.25.2023
The inside story behind McDonald's global "As Featured In" campaign from W+K
This time it’s not about any one person’s famous order, but about McDonald’s itself as a famous order. The new "As Featured In" campaign rolls out across 100 markets. We talk with Global Managing Director, Brandon Pracht and Global...
08.19.2023
We talk misleading metrics with Mike Menkes of Analytic Partners, NY
In this episode, we talk about the two major buckets of metrics - exposure and impact - and how they're being potentially misused and misunderstood.
08.12.2023
How Kobo is challenging Amazon in the e-reader space
Canadian brand Kobo is using the popularity of guilty pleasure titles to carve out a unique space with women for its Kobo-plus e-reader subscription. We're joined by Lindsay Gray of Rakuten Kobo and Shari Walczak of The Garden, Toronto, Canada.
08.06.2023
The story behind Domino's Pizza's digital innovation strategy
We hear the stories behind Emoji Ordering, Zero Click Ordering, Carryout Tips and their collaboration with Stranger Things, Season 4. We're joined by CCO, Matt Talbot and Strategy Lead, Alex Guerri, both of WorkInProgress, Boulder, Colorado.
07.29.2023
How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment
The instinct when trying to justify a price increase is to lean on rational factors: quality, value, distinct features. Tyyrells suggests the opposite. It demonstrates how a characterful brand backed by sufficient marketing spend can achieve the same goal, but...
07.18.2023
How Ogilvy's "bystander" strategy impacts violence against women
Ogilvy London's powerful "Have a Word" campaign, short listed for an APG Award this year, peels back the male psyche to map out a new territory in violence prevention. We're joined by Behavioral Strategist, Tara Austin and Planning Director, Bianca...
07.08.2023
Nonfiction Research aren't for everyone, but they should be
Getting to useful, inspiring answers is their promise, but how they get there is up to them alone. We get beyond the superficial with Nonfiction's Lindsey Wehking and Gunny Scarfo.
07.01.2023
The story behind Truth’s Grand Effie winning anti-vaping campaign
After years of successful anti-smoking campaigns, vaping emerged at the next threat to young Americans. We're joined by RG Logan, SVP Brand Marketing at Truth and Ryan McDaid, Head of Strategy at Mojo Supermarket in Brooklyn.
06.26.2023
Turning the behavioral sciences inward to address our industry's cultural disconnects
In our final "Outside In Thinking" episode, Ian Murray and Andrew Tenzer of Burst Your Bubble suggest turning our outward facing tools inward to address our cultural and professional disconnects. This series sponsored by The Planning Department.
06.18.2023
Craig & Bridget talk honestly about leaving AMV BBDO and the freedom offered by smaller brands
Recent Co-CSOs of AMV BBDO, Craig Mawdsley and Bridget Angear worked on some of the best campaigns, both strategically and creatively. We talk about why they left, about their ambitions for Craig+Bridget, and the freedom they’re experiencing working on both...
06.11.2023
Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi
There are many credible marketing effectiveness voices that often disagree with each other. Mary's latest report brings those opinions together and adds the Kantar perspective. This episode sponsored by the Master of Advertising Effectiveness Program. MAE.academy.
06.04.2023
Helen Edwards on why tomorrow's growth will come from the fringes
Ep#3 in our Outside-In Thinking series, Helen Edwards (columnist, author, prof) describes how fringe behaviors mainstream. We talk about what they are, how to discover them in your category and the audiences most likely to ignite them. This series is...
05.28.2023
Pabst Blue Ribbon (PBR) beer and the limits of hipster culture
PBR earned subculture status in hipster/dive bars, but that status began to limit growth with its "we’re for the cool kids” vibe. This is the story behind the brand's response. We're joined by Lauren Sooudi and Rob Scherzer of DNA...
05.20.2023
Living outside the bubble with The Northern Planner, Andrew Hovells
Ep#2 in our Outside-In Thinking series features Andrew Hovells. We talk about his decision to live outside the bubble of London in order to regain perspective. Thanks to The Planning Department for sponsoring this series.

What's On Strategy Showcase about?

Download our free app to listen on your phone

On Strategy Showcase episodes:

Ryanair’s controversial social strategy explained

Brand Leadership Ep#2: MGM Resorts and Chili's

The story behind Hilton Hotels “It matters where you stay"

Adam Morgan on the cost of dull advertising

Pepsi's New Global Brand Platform with CMO, Mark Kirkham

CFO/CMO Series Ep#2 La-Z-Boy

Brand Leadership Ep#1: Molson Coors, TikTok and Orangetheory Fitness

Uber Eats and the evolution of the brand

CFO/CMO Series Ep#1 Heineken

Ep#3 Start-Ups, Scale-Ups and Grown-Ups

"He Gets Us" is one of the most provocative campaigns in decades

YETI's "Gear Built for the Wild" with CMO, Paulie Dery

Dave's Killer Bread is a billion dollar business and expanding beyond the bread aisle

From knowledge to understanding with Prof. Gina Fong of Northwestern

Ep#2 Start-Ups, Scale-Ups and Grown-Ups

The Streaming Landscape in 2024 and beyond

Ep#1 Start-Ups, Scale-Ups and Grown-Ups

How MINI's strength created a challenge

The Consequences of Change with Ed Cotton and Steve Walls

Ep#3 Connections Role in Effectiveness

The story behind Tubi and Mischief’s "Find Your Rabbit Hole"

Ep#2 Connections Role in Effectiveness

Mark Ritson's Top 10 Marketing Moments of 2023

Ep#1 Connections Role in Effectiveness

How delivery-on-demand can be about more than convenience

A look back on Snickers' strategy with the team that shaped it

Mark Ritson talks about his controversial column in Marketing Week

The story behind the evolution of a clinical brand

Ep#3 Future-Proofing Your Strategy Department

The story behind Discover's "Especially for Everyone"

Ep#2 Future-Proofing Your Strategy Department

The stories behind Bailey's, Ciroc and Tanqueray from the man who created them

Ep#1 Future-Proofing Your Strategy Department

How Heinz reversed its decline by leveraging product truths in amazing ways

Chipotle's "Food with Integrity" platform and its 33 million person database

How Midol, a period relief product, is fighting the normalization of discomfort

The inside story behind McDonald's global "As Featured In" campaign from W+K

We talk misleading metrics with Mike Menkes of Analytic Partners, NY

How Kobo is challenging Amazon in the e-reader space

The story behind Domino's Pizza's digital innovation strategy

How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment

How Ogilvy's "bystander" strategy impacts violence against women

Nonfiction Research aren't for everyone, but they should be

The story behind Truth’s Grand Effie winning anti-vaping campaign

Turning the behavioral sciences inward to address our industry's cultural disconnects

Craig & Bridget talk honestly about leaving AMV BBDO and the freedom offered by smaller brands

Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi

Helen Edwards on why tomorrow's growth will come from the fringes

Pabst Blue Ribbon (PBR) beer and the limits of hipster culture

Living outside the bubble with The Northern Planner, Andrew Hovells