On Strategy Showcase

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

April 23, 2024 22:00 - 44 minutes - 30.4 MB

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 Chriswick, SVP Brand at Orangetheory about the challenges of standing out in the in-person fitness studio space, post covid. This series sponsored by Tracksuit (the affordable brand tracking solution for modern-day brands...

Uber Eats and the evolution of the brand

April 20, 2024 16:00 - 47 minutes - 32.6 MB

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 Advertising Effectiveness program (MAE) for sponsoring this episode. More at MAE.academy.

CFO/CMO Series Ep#1 Heineken

April 14, 2024 16:00 - 1 hour - 45.7 MB

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 analytics.) Learn more at www.analyticpartners.com/onstrategy

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

April 07, 2024 20:00 - 50 minutes - 34.7 MB

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, Kate Trumbull, and Land O'Lakes SVP and CMO, Heather Malenshek. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) for sponsoring this series. More at gotracksuit.com.

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

March 31, 2024 14:00 - 40 minutes - 27.7 MB

"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 had over 3 billion video views with 73% aided awareness in the U.S. I talk with the organization's CEO, Ken Calwell.

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

March 31, 2024 14:00 - 40 minutes - 27.7 MB

"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 had over 3 billion video views with 73% aided awareness in the U.S. I talk with the organization's CEO, Ken Calwell.

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

March 24, 2024 18:00 - 47 minutes - 33 MB

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. An almost spiritual wild. And it's all done in-house. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

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

March 17, 2024 14:00 - 26 minutes - 18.2 MB

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 (affordable brand tracking for modern-day brands) for sponsoring this episode.

From knowledge to understanding with Prof. Gina Fong of Northwestern

March 10, 2024 17:00 - 32 minutes - 22.4 MB

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.

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

March 03, 2024 19:00 - 46 minutes - 31.9 MB

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 versus paid. And both create their campaigns internally. Thanks to Tracksuit (affordable brand tracking for modern-day brands) for sponsoring this series.

The Streaming Landscape in 2024 and beyond

February 26, 2024 13:00 - 42 minutes - 29.5 MB

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. Thank to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

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

February 20, 2024 13:00 - 41 minutes - 28.2 MB

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 Hally Hair, Imme Ermgassen of Botivo drinks and Jessica Klimczak, formerly of Entain. Thanks to Tracksuit for sponsoring this three episode series. Info at gotracksuit.com.

How MINI's strength created a challenge

February 03, 2024 20:00 - 39 minutes - 27.2 MB

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.

The Consequences of Change with Ed Cotton and Steve Walls

January 28, 2024 17:00 - 43 minutes - 29.9 MB

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.

Ep#3 Connections Role in Effectiveness

January 22, 2024 13:00 - 46 minutes - 31.8 MB

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. Marketing Strategy Director at Spotify. Thanks to WARC for sponsoring this three episode series.

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

January 15, 2024 14:00 - 37 minutes - 25.8 MB

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.

Ep#2 Connections Role in Effectiveness

January 08, 2024 13:00 - 40 minutes - 27.9 MB

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 WARC for sponsoring this three episode series.

Mark Ritson's Top 10 Marketing Moments of 2023

December 22, 2023 21:00 - 48 minutes - 33.1 MB

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.

Ep#1 Connections Role in Effectiveness

December 17, 2023 19:00 - 54 minutes - 37.5 MB

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 Planning in the ever increasing canvas of marketing strategy. Thanks to WARC for sponsoring this three episode series.

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

December 10, 2023 14:00 - 42 minutes - 29.1 MB

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.

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

December 02, 2023 19:00 - 46 minutes - 31.8 MB

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.

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

December 02, 2023 19:00 - 46 minutes - 31.8 MB

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.

Mark Ritson talks about his controversial column in Marketing Week

November 18, 2023 21:00 - 47 minutes - 32.6 MB

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 Advertising Effectiveness (MAE) program for sponsoring our show.

The story behind the evolution of a clinical brand

November 11, 2023 23:00 - 29 minutes - 20.6 MB

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 Advertising Effectiveness Program for sponsoring this episode.

Ep#3 Future-Proofing Your Strategy Department

November 04, 2023 18:00 - 48 minutes - 33.3 MB

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 and about the need for the U.S. to establish universal effectiveness principles. Thanks to Tracksuit and WARC for sponsoring this series.

The story behind Discover's "Especially for Everyone"

October 28, 2023 16:00 - 36 minutes - 25.4 MB

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.

Ep#2 Future-Proofing Your Strategy Department

October 22, 2023 14:00 - 49 minutes - 33.7 MB

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 WARC and Tracksuit for sponsoring this three episode series.

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

October 13, 2023 17:00 - 51 minutes - 35.5 MB

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 this week's episode.

Future-Proofing Your Strategy Department, Ep#1

October 08, 2023 14:00 - 1 hour - 43.8 MB

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 new strategy, living with constant change and shape shifting for the next generation. Thanks to WARC and Tracksuit for sponsoring this three episode series.

Ep#1 Future-Proofing Your Strategy Department

October 08, 2023 14:00 - 1 hour - 43.8 MB

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 new strategy, living with constant change and shape shifting for the next generation. Thanks to WARC and Tracksuit for sponsoring this three episode series.

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

October 02, 2023 16:00 - 44 minutes - 30.4 MB

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 award-winning journey.

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

September 23, 2023 18:00 - 35 minutes - 24.5 MB

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, something it didn't have back when it was making not so great news. We talk with Jason Scoggins of Chipotle and Jason McCann of GALE, NY.

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

September 15, 2023 21:00 - 29 minutes - 20.2 MB

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.

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

August 25, 2023 01:00 - 40 minutes - 27.6 MB

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 Strategy Director, Tass Tsitsopoulos, both of W+K, NY.

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

August 19, 2023 18:00 - 35 minutes - 24.6 MB

In this episode, we talk about the two major buckets of metrics - exposure and impact - and how they're being potentially misused and misunderstood.

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

August 19, 2023 18:00 - 35 minutes - 24.6 MB

In this episode, we talk about the two major buckets of metrics - exposure and impact - and how they're being potentially misused and misunderstood.

How Kobo is challenging Amazon in the e-reader space

August 12, 2023 21:00 - 32 minutes - 22.2 MB

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.

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

August 06, 2023 18:00 - 48 minutes - 33.2 MB

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.

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

July 29, 2023 12:00 - 38 minutes - 26.5 MB

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 profitably. I'm joined by Dan Hulse, CSO at St. Lukes, London.

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

July 18, 2023 18:00 - 40 minutes - 28 MB

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 Novaes.

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

July 08, 2023 17:00 - 42 minutes - 29.2 MB

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.

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

July 01, 2023 19:00 - 40 minutes - 27.6 MB

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.

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

June 26, 2023 11:00 - 47 minutes - 32.8 MB

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.

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

June 18, 2023 18:00 - 47 minutes - 32.8 MB

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 large and small brands.

Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi

June 11, 2023 17:00 - 25 minutes - 17.4 MB

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.

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

June 04, 2023 13:00 - 48 minutes - 33.5 MB

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 sponsored by The Planning Department.

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