Mon, 07 Sep 2026 11:49:49 -0500 http://www.onstrategyshowcase.com en-us © 2026 On Strategy Showcase yes ed2ce96f-80ea-5d34-9c1d-283e18da0832 Fergus O’Carroll episodic false Where marketers share the strategy stories behind amazing campaigns.

]]> Buzzsprout (https://www.buzzsprout.com) back stories, strategy, creative strategy, planning, marketing, brand, case study, campaigns, advertising, Fergus O’Carroll https://storage.buzzsprout.com/idw835f1sly0hxpibwcxb9vf4uxp?.jpg http://www.onstrategyshowcase.com Live from BBDO Chicago: The Scarcity of Difference in Marketing Is there a scarcity of difference? Is it scarce because sameness works? And what's the case for sameness? I'm joined by Chicago Chief Creative Officers and Chief Strategy Officers in front of an invitation-only group at BBDO, Chicago. Josh Gross and Landi Day from BBDO, Mark Gross from Highdive, Preeti Nadgar from Starcom and Brian Siedband from Quality Meats. Thanks to Tracksuit, The Effies and System1 for supporting our 2026 live tour. Next stop is GSD&M in Austin, Thursday, Sept 10th.

]]> Is there a scarcity of difference? Is it scarce because sameness works? And what's the case for sameness? I'm joined by Chicago Chief Creative Officers and Chief Strategy Officers in front of an invitation-only group at BBDO, Chicago. Josh Gross and Landi Day from BBDO, Mark Gross from Highdive, Preeti Nadgar from Starcom and Brian Siedband from Quality Meats. Thanks to Tracksuit, The Effies and System1 for supporting our 2026 live tour. Next stop is GSD&M in Austin, Thursday, Sept 10th.

]]> ON Strategy Showcase Buzzsprout-19767315 Mon, 07 Sep 2026 11:00:00 -0500 2721 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Briansiedband, #BBDO, #qualitymeats, #starcom, #Highdive, #markgross, #Joshgross, #landiday, #preetinadgar, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false The $170B Creative Wasteland of Retail Media Networks I talk with Infinite Roar's EVP, Brad Keeling and Ipsos U.S. President, Pedr Howard about what is now capturing an even larger spend than TV and CTV combined. It's Retail Media Networks and they're a creative wasteland. Ipsos just dropped a new free report on the topic. Check it out here

]]> I talk with Infinite Roar's EVP, Brad Keeling and Ipsos U.S. President, Pedr Howard about what is now capturing an even larger spend than TV and CTV combined. It's Retail Media Networks and they're a creative wasteland. Ipsos just dropped a new free report on the topic. Check it out here

]]> ON Strategy Showcase Buzzsprout-19725621 Sun, 30 Aug 2026 14:00:00 -0500 1714 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Pedrhoward, #Ipsos, #creativityoverclicks, #infiniteroar, #bradkeeling, #onthepulse, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false On the Spot: Alix Toothman of W+K and Anibal Casso of Ogilvy This month's planners pitch campaigns from Spec Savers and Columbia Sportswear. Anibal Casso is CSO, North America for Ogilvy and Alix Toothman is Global Executive Strategy Director at W+K, NYC. See the creative work here. Thanks to Tracksuit and System1 for supporting this series.

]]> This month's planners pitch campaigns from Spec Savers and Columbia Sportswear. Anibal Casso is CSO, North America for Ogilvy and Alix Toothman is Global Executive Strategy Director at W+K, NYC. See the creative work here. Thanks to Tracksuit and System1 for supporting this series.

]]> Fergus O’Carroll Buzzsprout-19686052 Sun, 23 Aug 2026 15:00:00 -0500 3529 full false Insights from Mischief and eos' culture of effectiveness Two years in a row, eos and Mischief have won the global Best-of-the-Best Iridium award from the Effies - the highest global honor of all. Recorded live on stage at Cannes 2026, this is a conversation about the creative culture and insights that led to that business-building work, featuring Jeff McCrory, CSO at Mischief and Carley Caldas, SVP Marketing at eos. So much to learn here. You can also watch this episode on our website or YouTube channel.

]]> Two years in a row, eos and Mischief have won the global Best-of-the-Best Iridium award from the Effies - the highest global honor of all. Recorded live on stage at Cannes 2026, this is a conversation about the creative culture and insights that led to that business-building work, featuring Jeff McCrory, CSO at Mischief and Carley Caldas, SVP Marketing at eos. So much to learn here. You can also watch this episode on our website or YouTube channel.

]]> ON Strategy Showcase Buzzsprout-19657996 Mon, 17 Aug 2026 07:00:00 -0500 1374 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #effie, #effieIridiumaward, #cannes2026, #weirdwork, #mischief, #eos, full false Live from BarkleyOKRP in Kansas City We venture into the heartland to hear about the amazing work being done in Kansas City - Burger King, Frontier Airlines, Wendy's, Hills Pet Foods, Coco-Cola, and the Kanas City Chiefs. I'm joined by KC Chiefs CMO, Lara Krug, Jeremy Cline of Ryan Reynold's agency, Maximum Effort, Brad Jones, CCO at Barkley OKRP, Chris Cardetti, CSO at BarkleyOKRP and Howard Laubscher, CSO at VML. Thanks to Tracksuit, System1 and the Effies for supporting our live tour.

]]> We venture into the heartland to hear about the amazing work being done in Kansas City - Burger King, Frontier Airlines, Wendy's, Hills Pet Foods, Coco-Cola, and the Kanas City Chiefs. I'm joined by KC Chiefs CMO, Lara Krug, Jeremy Cline of Ryan Reynold's agency, Maximum Effort, Brad Jones, CCO at Barkley OKRP, Chris Cardetti, CSO at BarkleyOKRP and Howard Laubscher, CSO at VML. Thanks to Tracksuit, System1 and the Effies for supporting our live tour.

]]> ON Strategy Showcase Buzzsprout-19636646 Wed, 12 Aug 2026 09:00:00 -0500 2918 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #marketingeffectiveness, #planning, #larakrug, #BarkleyOKRP, #VML, #RyanReynolds, #Maximumeffort, #KCChiefs, #chiefskingdom, full false Mischief's Kevin Mulroy, BBH's Alex Booker, Deutsch's Ryan Lehr talk effectiveness In this episode from our Effie series, Planning for Effective Outcomes, we talk with award-winning agency creative leaders about how they approach their work, evaluate strategic directions and about work they love that they didn't work on. Our next episode in the series features Mark Ritson and Andrew Tindall. Thanks to the Effies and Tracksuit for supporting this special, six episode series. 

]]> In this episode from our Effie series, Planning for Effective Outcomes, we talk with award-winning agency creative leaders about how they approach their work, evaluate strategic directions and about work they love that they didn't work on. Our next episode in the series features Mark Ritson and Andrew Tindall. Thanks to the Effies and Tracksuit for supporting this special, six episode series. 

]]> ON Strategy Showcase Buzzsprout-19621684 Sun, 09 Aug 2026 15:00:00 -0500 3163 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #marketingeffectiveness, #planning, #kevinmulroy, #ryanlehr, #alexbooker, #mischief, #deutschLA, #BBHUSA, #BBH, #effie, #effies, #TRacksuit, full false How NPR fought back for our right to be curious It was yet another strike against independent journalism. $1.1 billion in funding pulled back by the Republican administration. We learn how NPR (National Public Radio) responded in classic NPR style. They stood up for the public's right to ask hard questions. I talk with NPR's CMO, Mishka Pitter-Armand and Mischief's EVP Strategy, Ed Gunn. Our next live show is Sept 10th at GSD&M in Austin.

]]> It was yet another strike against independent journalism. $1.1 billion in funding pulled back by the Republican administration. We learn how NPR (National Public Radio) responded in classic NPR style. They stood up for the public's right to ask hard questions. I talk with NPR's CMO, Mishka Pitter-Armand and Mischief's EVP Strategy, Ed Gunn. Our next live show is Sept 10th at GSD&M in Austin.

]]> ON Strategy Showcase Buzzsprout-19584810 Sat, 01 Aug 2026 13:00:00 -0500 2282 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #marketingeffectiveness, #planning, #marketing, #Mishkapitterarmand, #edgunn, #mischief, #NPR, #independentjournalism, full false Live from Minneapolis at Carmichael Lynch A live, sell-out crowd celebrates the legacy of iconic creativity in Minneapolis. Campaigns like Harley Davidson, Porsche, Buddy Guy, EDS, BMW Films, Target, Citibank and more recent work including Subaru and Walmart. Fallon, Carmichael and Colle McVoy join me live at the roundtable. Thanks to The Effies, Tracksuit and System1 for making our live tour possible. See the iconic creative work on our website at www.onstrategyshowcase.com

]]> A live, sell-out crowd celebrates the legacy of iconic creativity in Minneapolis. Campaigns like Harley Davidson, Porsche, Buddy Guy, EDS, BMW Films, Target, Citibank and more recent work including Subaru and Walmart. Fallon, Carmichael and Colle McVoy join me live at the roundtable. Thanks to The Effies, Tracksuit and System1 for making our live tour possible. See the iconic creative work on our website at www.onstrategyshowcase.com

]]> On Strategy Showcase Buzzsprout-19541079 Thu, 23 Jul 2026 17:00:00 -0500 3545 #fallon, #CarmichaelLynch, #stacyjanicki, #lachlanbadenoch, #collemcvoy, #jessicahendricks, #Onstrategyshowcase, #brandstrategy, #advertising, #marketing, #marketingstrategy, #Minneapolis, #Minneapolisadvertising, #savannahbrihn, , full false AI ads are good enough. And that's the problem Can human-created ads drive better business outcomes than AI ads? From this collaboration between Ipsos and Syracuse University's S.I. Newhouse School of Public Communications, we hear why AI is currently struggling to drive business outcomes and how brands can navigate the delicate balance between creative efficiency and strategic effectiveness.

Download the free report bit.ly/aiadreport

]]> Can human-created ads drive better business outcomes than AI ads? From this collaboration between Ipsos and Syracuse University's S.I. Newhouse School of Public Communications, we hear why AI is currently struggling to drive business outcomes and how brands can navigate the delicate balance between creative efficiency and strategic effectiveness.

Download the free report bit.ly/aiadreport

]]> Fergus O’Carroll Buzzsprout-19518917 Mon, 20 Jul 2026 08:00:00 -0500 1821 full false On the Spot: Chris Gallery of Mother and Nick Hirst of Adam&Eve We talk campaigns from Heinz Ketchup and The New York Times. Chris Gallery is Global CSO at Mother and Nick Hirst is Global Strategy Lead on Mars across OMC at adam&eve, London. Thanks to Tracksuit and System1 for supporting this series.

]]> We talk campaigns from Heinz Ketchup and The New York Times. Chris Gallery is Global CSO at Mother and Nick Hirst is Global Strategy Lead on Mars across OMC at adam&eve, London. Thanks to Tracksuit and System1 for supporting this series.

]]> ON Strategy Showcase Buzzsprout-19471242 Thu, 09 Jul 2026 14:00:00 -0500 2742 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #chrisgallery, #nickhirst, #adam&evetbwa, #omc, #heinz, #rethink, #w+K, #isleofany, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #onthespot, full false Martin Weigel's new book on lessons from the front line A favorite guest of the show, Martin is one of the most influential strategists in the industry. Formerly of W+K and AMV BBDO, his new book, Strategy is a Verb, reflects on lessons learned in the trenches. A must listen and must read for all of us. Check him out at www.martinweigel.org

]]> A favorite guest of the show, Martin is one of the most influential strategists in the industry. Formerly of W+K and AMV BBDO, his new book, Strategy is a Verb, reflects on lessons learned in the trenches. A must listen and must read for all of us. Check him out at www.martinweigel.org

]]> On Strategy Showcase Buzzsprout-19417112 Sun, 05 Jul 2026 06:00:00 -0500 2387 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #martinweigel, #emdub, #w+K, #strategyisaverb, #brandstrategy, #businessstrategy, #OnStrategy, full false Kansas City Chiefs CMO, Lara Krug on how she's building “beyond the stadium” Stars like Patrick Mahomes, Travis Kelce and Taylor Swift have super charged the fanbase, but Lara's goal is bigger - an entertainment company with a football product. We talk about her plans, why she joined from L'Oreal and Stella Artois, and how the NFL's strict no paid media rule is creating a culture of creative innovation. She's joined by BarkleyOKRP CSO, Chris Cardetti and CCO, Brad Jones.

]]> Stars like Patrick Mahomes, Travis Kelce and Taylor Swift have super charged the fanbase, but Lara's goal is bigger - an entertainment company with a football product. We talk about her plans, why she joined from L'Oreal and Stella Artois, and how the NFL's strict no paid media rule is creating a culture of creative innovation. She's joined by BarkleyOKRP CSO, Chris Cardetti and CCO, Brad Jones.

]]> ON Strategy Showcase Buzzsprout-19383595 Mon, 22 Jun 2026 08:00:00 -0500 3547 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, Kansascitychiefs, #Larakrug, #chriscardetti, #bradJones, #barkleyokrp, #, full false On the Spot - Nike vs Adidas World Cup and Maker's Mark I'm joined by Amelea Renshaw, Head of Strategy at Lucky Generals, NYC and Janni Widerholm, Head of Social and GCD at TBWA/Chiat/Day Los Angeles. As always, thanks to System1 and Tracksuit for making this On the Spot series possible.

]]> I'm joined by Amelea Renshaw, Head of Strategy at Lucky Generals, NYC and Janni Widerholm, Head of Social and GCD at TBWA/Chiat/Day Los Angeles. As always, thanks to System1 and Tracksuit for making this On the Spot series possible.

]]> On Strategy Showcase Buzzsprout-19340739 Sat, 13 Jun 2026 09:00:00 -0500 3286 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #tracksuit, #marketingeffectiveness, #onthespot, #amelearenshaw, #luckygenerals, @TBWA/chiat/day, #vanessachin, #Raghavpratap, #system1, #wor full false Planning for Effective Outcomes Ep#3: Lessons in Getting Underway In Ep#3 of our Effie series, strategists share lessons on how they approach a new strategic initiative. Johnny Corpuz, Head of Comms Strategy at BBDO, Asmirh Davis, Partner and President at Majority, and Gunny Scarfo, Co-Founder at Nonfiction join me. Thanks to Tracksuit (affordable brand tracking) for supporting this Effie series. www.gotracksuit.com

]]> In Ep#3 of our Effie series, strategists share lessons on how they approach a new strategic initiative. Johnny Corpuz, Head of Comms Strategy at BBDO, Asmirh Davis, Partner and President at Majority, and Gunny Scarfo, Co-Founder at Nonfiction join me. Thanks to Tracksuit (affordable brand tracking) for supporting this Effie series. www.gotracksuit.com

]]> On Strategy Showcase Buzzsprout-19309050 Sun, 07 Jun 2026 17:00:00 -0500 2796 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #colinkavanagh, #effies, #planningforeffectiveoutcomes, #tracksuit, #marketingeffectiveness, #planning, #johnnycorpuz, #asmirhdavis, #gunnys full false Walmart's Virtual Worlds Gaming Strategy Walmart's Head of Emerging Experience, Justin Breton and GEEIQ's CEO Charles Hambro join me to talk about gaming, virtual worlds and Walmart's place in them. This is episode one in a three episode virtual worlds series. Tickets for our June 18th, 2026 Live from Minneapolis show are now on sale.

]]> Walmart's Head of Emerging Experience, Justin Breton and GEEIQ's CEO Charles Hambro join me to talk about gaming, virtual worlds and Walmart's place in them. This is episode one in a three episode virtual worlds series. Tickets for our June 18th, 2026 Live from Minneapolis show are now on sale.

]]> On Strategy Showcase Buzzsprout-19269208 Sun, 31 May 2026 15:00:00 -0500 2199 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #marketingeffectiveness, #planning, #virtualworlds, #gaming, #GEEIQ, #walmartgaming, #walmartgamingstrategy, #justinbreton, #charleshambro, full false Why Uber Eats won tonight's 2026 U.S. Grand Effie Inside the Effie Judge's room in NYC on May 7th. Twelve judges were there to decide which of the seven Gold Effie-winning cases from earlier judging rounds would be awarded the prestigious Grand Effie for 2026. This is what happened.

]]> Inside the Effie Judge's room in NYC on May 7th. Twelve judges were there to decide which of the seven Gold Effie-winning cases from earlier judging rounds would be awarded the prestigious Grand Effie for 2026. This is what happened.

]]> On Strategy Showcase Buzzsprout-19251384 Wed, 27 May 2026 20:00:00 -0500 1263 full false The Power of Humor in Marketing On this month's episode of On the Pulse, I'm joined by Ipsos' Chief Behavioral Scientist ion the U.S., Jesse Itzkowitz, and SVP, Head of Creative Excellence, Lisa  Zielinski, to discuss the opportunity humor provides as a strategic tool. Thanks to Ipsos for supporting this monthly series. 

]]> On this month's episode of On the Pulse, I'm joined by Ipsos' Chief Behavioral Scientist ion the U.S., Jesse Itzkowitz, and SVP, Head of Creative Excellence, Lisa  Zielinski, to discuss the opportunity humor provides as a strategic tool. Thanks to Ipsos for supporting this monthly series. 

]]> On Strategy Showcase Buzzsprout-19236867 Mon, 25 May 2026 11:00:00 -0500 2601 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #onthepulse, #brandplanning, #marketingplanning, #marketingstrategy, #Ipsos, #jesseitzkowitz, #lisazielinski, #humorinadvertising, #humor, #marketingeffectiveness, #plann full false On the Spot: Subaru and Vaseline It's planners talking brands they've never worked on. We're joined this month by Landi Day, CSO at BBDO, Chicago and Omar Quinones, CSO at LERMA/, Dallas. We're having some laughs and talking Subaru and Vaseline. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. 

www.onstrategyshowcase.com

]]> It's planners talking brands they've never worked on. We're joined this month by Landi Day, CSO at BBDO, Chicago and Omar Quinones, CSO at LERMA/, Dallas. We're having some laughs and talking Subaru and Vaseline. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. 

www.onstrategyshowcase.com

]]> On Strategy Showcase Buzzsprout-19154082 Sun, 10 May 2026 17:00:00 -0500 3037 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #effies, #omarquinones, #LERMA, #LERMA/, Landiday, #onthespot, #BBDOChicago, #tracksuit, #marketingeffectiveness, #system1, #vanessachin full false Planning for Effective Outcomes #2: How to build upon or challenge client briefs In Ep#2 of our Effie series, Chief Strategy Officers share how they validate, build upon or challenge briefs from their clients. Will Grundy of adam&eveTBWA, E.T. Franklin of Publicis Media, Elizabeth Paul of Martin and Professor and best-selling Author, Marcus Collins join me. Thanks to Tracksuit (affordable brand tracking) for supporting this Effie series. www.gotracksuit.com

]]> In Ep#2 of our Effie series, Chief Strategy Officers share how they validate, build upon or challenge briefs from their clients. Will Grundy of adam&eveTBWA, E.T. Franklin of Publicis Media, Elizabeth Paul of Martin and Professor and best-selling Author, Marcus Collins join me. Thanks to Tracksuit (affordable brand tracking) for supporting this Effie series. www.gotracksuit.com

]]> On Strategy Showcase Buzzsprout-19116987 Sun, 03 May 2026 14:00:00 -0500 4381 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #effies, #marcuscollins, #elizabethpaul, @willgrundy, E.T.Franklin, #chiefstrategyofficers, #tracksuit, #marketingeffectiveness, #plann full false On the Pulse - how to win with sports sponsorships Our new monthly series with Ipsos kicks off with a discussion on the pulse of brands & sports sponsorships. It's big business with big cross platform opportunities. I'm joined by Aubree Curtis of Creative Artists Agency (CAA) and Lisa Zielinski and Jamie Stenziano of Ipsos. You can also watch this episode on our website or YouTube channel.

]]> Our new monthly series with Ipsos kicks off with a discussion on the pulse of brands & sports sponsorships. It's big business with big cross platform opportunities. I'm joined by Aubree Curtis of Creative Artists Agency (CAA) and Lisa Zielinski and Jamie Stenziano of Ipsos. You can also watch this episode on our website or YouTube channel.

]]> On Strategy Showcase Buzzsprout-19078334 Sun, 26 Apr 2026 15:00:00 -0500 2421 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #aubreecurtis, #CAA, #creativeartistsagency, #ipsos, #onthepulse, #jaimestenziano, #lisazielinski, #sportsmarketing, #FIFA, #worldcup2026, full false What happens when the Airbnb team takes on a mortgage brand? What happens when the team that brought you Airbnb's Belong Anywhere, Coke's Share a Coke and Prudential’s Day 1, come together on a mortgage brand? Rocket's new work is the result of not simply disrupting the mortgage category, but defining a new one. You can watch this episode on our YouTube Channel or our website at www.onstrategyshowcase.com. 

]]> What happens when the team that brought you Airbnb's Belong Anywhere, Coke's Share a Coke and Prudential’s Day 1, come together on a mortgage brand? Rocket's new work is the result of not simply disrupting the mortgage category, but defining a new one. You can watch this episode on our YouTube Channel or our website at www.onstrategyshowcase.com. 

]]> On Strategy Showcase Buzzsprout-19044592 Mon, 20 Apr 2026 05:00:00 -0500 2551 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandstrategy, #advertising, #brandplanning, #strategicplanning, #marketing, #greatcampsigns, #famouscampaigns, #ownthedream, @rocket, #rocket, #rocketmortgage, #jonathanmildenhall, #Petergiorgi, full false On the Spot: Levis and Jeep It's planners talking brands they've never worked on. I'm joined this month by John Kenny, CSO at Eversana Intouch and Ashley Williams, SVP, Experience Design at Spark Foundry, NYC. We're talking two iconic American brands. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. 

www.onstrategyshowcase.com

]]> It's planners talking brands they've never worked on. I'm joined this month by John Kenny, CSO at Eversana Intouch and Ashley Williams, SVP, Experience Design at Spark Foundry, NYC. We're talking two iconic American brands. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. 

www.onstrategyshowcase.com

]]> On Strategy Showcase Buzzsprout-18984820 Sun, 12 Apr 2026 06:00:00 -0500 2732 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #system1, #tracksuit, #vanessachin, #isaaccerecke, #efies, #ashleywilliams, #sparkfoundry, #johnkenny, #eversanaintouch, #Levis, #jeep, #onthespot, #beyone, full false Planning for Effective Outcomes 2026 #1: CMOs on writing the client brief Colin Kavanagh, CMO at Pernod Ricard, Adam Craw, Global Head of Prime Marketing at Amazon and George Felix, EVP CMO at Brinker International discuss how they get to defining their objectives, challenges, strategies and audience insights. And who writes the client brief. Thanks to the Effies and to Tracksuit for supporting this 6 part 2026 effectiveness series. 

]]> Colin Kavanagh, CMO at Pernod Ricard, Adam Craw, Global Head of Prime Marketing at Amazon and George Felix, EVP CMO at Brinker International discuss how they get to defining their objectives, challenges, strategies and audience insights. And who writes the client brief. Thanks to the Effies and to Tracksuit for supporting this 6 part 2026 effectiveness series. 

]]> On Strategy Showcase Buzzsprout-18966036 Sun, 05 Apr 2026 16:00:00 -0500 2608 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #brandplanning, #marketingplanning, #marketingstrategy, #colinkavanagh, #effies, #georgefelix, #brinkerinternational, #chillis, #adamcraw, #amazonprime, #tracksuit, #marketingeffectiveness, #plann full false Life in the Valley live from Uber in San Francisco Global marketing leaders from Uber, Airbnb, Coinbase and WestCap Private Equity join me for a conversation about the culture of marketing in the valley - all four came from an agency background. It's an honest, fascinating conversation. Thanks to Tracksuit, Ipsos and The Effies for supporting our live tour. You can also watch this episode on our YouTube channel or website.

]]> Global marketing leaders from Uber, Airbnb, Coinbase and WestCap Private Equity join me for a conversation about the culture of marketing in the valley - all four came from an agency background. It's an honest, fascinating conversation. Thanks to Tracksuit, Ipsos and The Effies for supporting our live tour. You can also watch this episode on our YouTube channel or website.

]]> On Strategy Showcase Buzzsprout-18926442 Sun, 29 Mar 2026 15:00:00 -0500 2966 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #uber, #marketingstrategy, #lifeinsiliconvalley, #lifeinthevalley, #airbnb, #coinbase, #garethkay, #whitneymcgraw, #brianwakabayashi, #daniellehawley, #brandstrategy, # full false How this Grand Effie winner fought generics and held its price premium In a category dominated by generics (60%) and fixated on ever-faster pain relief, Nurofen escaped the category's tropes with a message that connected with women in a deeper, more meaningful way. I'm joined by McCann London's CEO, Mel Arrow and Strategy Partner, Jocelyn Major. 

]]> In a category dominated by generics (60%) and fixated on ever-faster pain relief, Nurofen escaped the category's tropes with a message that connected with women in a deeper, more meaningful way. I'm joined by McCann London's CEO, Mel Arrow and Strategy Partner, Jocelyn Major. 

]]> On Strategy Showcase Buzzsprout-18886328 Sun, 22 Mar 2026 08:00:00 -0500 2803 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #nurofen, #grandeffiewinner, #effies, #grandeffie, #melarrow, #jossmajors, #jocelynmajors, #McCann, #McCannLondon, full false W+K and Trainline on turning your greatest weakness into opportunity Trainline (a train ticket booking platform) is on a quest to own the journey, not just the ticket. W+K's CSO in Amsterdam, Nick Docherty and Trainline's VP Brand & Marketing, Jo McClintock, join me to share the thinking behind "The Way to Train." 

]]> Trainline (a train ticket booking platform) is on a quest to own the journey, not just the ticket. W+K's CSO in Amsterdam, Nick Docherty and Trainline's VP Brand & Marketing, Jo McClintock, join me to share the thinking behind "The Way to Train." 

]]> On Strategy Showcase Buzzsprout-18848689 Sun, 15 Mar 2026 11:00:00 -0500 2520 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Nickdocherty, #jomcclintock, #trainline, #w+K, #w+kamsterdam, full false Dos Equis' Most Interesting Man In the World is back. We talk about why It should never have ended, but after a ten year break it's returning in all its epic glory. We get the backstory from Matt Saltzstein, VP Brand Marketing at Heineken and Jim Curtis, CCO at LePub, NYC. Stay Thirsty My Friends.

]]> It should never have ended, but after a ten year break it's returning in all its epic glory. We get the backstory from Matt Saltzstein, VP Brand Marketing at Heineken and Jim Curtis, CCO at LePub, NYC. Stay Thirsty My Friends.

]]> On Strategy Showcase Buzzsprout-18810185 Sun, 08 Mar 2026 12:00:00 -0500 2428 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #dosequis, #themostinterestingmanintheworld, #mattsaltzstein, #lepub, #publicis, #jimcurtis, #staythirstymyfriends, full false On the Spot: Rocket Mortgage and other post Super Bowl rants It's planners talking brands they've never worked on. I'm joined this month by Emily Garvey, Head of Strategy at Zulu Alpha Kilo, NYC, and Caitlin Cody, EVP, Group Strategy Director at BBDO, Chicago. As always, balancing our opinions with facts are Tracksuit's Matthew Herbert and System1's Vanessa Chin. 

]]> It's planners talking brands they've never worked on. I'm joined this month by Emily Garvey, Head of Strategy at Zulu Alpha Kilo, NYC, and Caitlin Cody, EVP, Group Strategy Director at BBDO, Chicago. As always, balancing our opinions with facts are Tracksuit's Matthew Herbert and System1's Vanessa Chin. 

]]> On Strategy Showcase Buzzsprout-18769717 Sun, 01 Mar 2026 13:00:00 -0600 3000 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #strategy, #brandstrategy, #advertising, #rocketmortgage, #caitlincody, #emilygarvey, #vanessachin, #matthewherbert, #system1, #Tracksuit, full false The new book that makes the business case for creative effectiveness The Effies and System1 have released The Creative Dividend. The book introduces tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth. I talk with Effie CEO, Traci Alford, Effie CMO, Juliet Haygarth and System1 SVP, Andrew Tindall. Learn how to download the book for free.

]]> The Effies and System1 have released The Creative Dividend. The book introduces tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth. I talk with Effie CEO, Traci Alford, Effie CMO, Juliet Haygarth and System1 SVP, Andrew Tindall. Learn how to download the book for free.

]]> On Strategy Showcase Buzzsprout-18726124 Sun, 22 Feb 2026 11:00:00 -0600 2436 #fergusocarroll, #creativeeffectiveness, #brandstrategy, #positioning, @marketingeffectiveness, #marketing, #advertisingeffectiveness, #onstrategyshowcase, #onstrategypodcast, #theeffies, #System1, #andrewtindall, #Thecreativedividend, #tracialford, #juli full false Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish Hugh Derrick is a long time partner at the Eat Big Fish consultancy in London. We talk about the principles outlined in Adam Morgan's original book and how time and shifts in social behavior have impacted its theories. A great conversation.

]]> Hugh Derrick is a long time partner at the Eat Big Fish consultancy in London. We talk about the principles outlined in Adam Morgan's original book and how time and shifts in social behavior have impacted its theories. A great conversation.

]]> On Strategy Showcase Buzzsprout-18690735 Sun, 15 Feb 2026 22:00:00 -0600 2444 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #eatbigfish, #hughderrick, #effies, #adammorgan, #marketingstrategy, #strategicplanning, #marketing, #brandstratgy, #brandpurpose full false Live from Arnold in Boston: Brains, Grit and Brand Building Boston has been a creative powerhouse for decades. While agencies like Mullen, The Barbarian Group, Modernista, and Hill Holiday have all left their mark, Arnold continues to this day, alongside smaller agencies like Colossus, to make a mark with national work (think Progressive Insurance) that makes most of us jealous. Boston also houses many in-house agencies at companies including The LEGO Group. Shark Ninja, Staples, Liberty Mutual, New Balance, Puma, etc. We talk about all this and more with many of the people at its center. Thanks to Tracksuit, Ipsos and the Effies for supporting our live tour.

]]> Boston has been a creative powerhouse for decades. While agencies like Mullen, The Barbarian Group, Modernista, and Hill Holiday have all left their mark, Arnold continues to this day, alongside smaller agencies like Colossus, to make a mark with national work (think Progressive Insurance) that makes most of us jealous. Boston also houses many in-house agencies at companies including The LEGO Group. Shark Ninja, Staples, Liberty Mutual, New Balance, Puma, etc. We talk about all this and more with many of the people at its center. Thanks to Tracksuit, Ipsos and the Effies for supporting our live tour.

]]> Fergus O’Carroll Buzzsprout-18645188 Mon, 09 Feb 2026 18:00:00 -0600 3915 full false Müller Rice's award-winning pivot from attempting persuasion to avoiding rejection After hitting a dead-end using traditional planning methods, the frustrated team discovered the true problem and pivoted to success. I'm joined by VCCP's CSO Max Keane and Planning Director Matt Hayes to talk through their Müller Rice award-winning Rice, Rice Baby campaign.

]]> After hitting a dead-end using traditional planning methods, the frustrated team discovered the true problem and pivoted to success. I'm joined by VCCP's CSO Max Keane and Planning Director Matt Hayes to talk through their Müller Rice award-winning Rice, Rice Baby campaign.

]]> On Strategy Showcase Buzzsprout-18605942 Sun, 01 Feb 2026 14:00:00 -0600 2642 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #maxkeane, #Müllerrice, #ricericebaby, #declanmuller, #matthayes, #vccp, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false On the Spot: Burberry & Johnnie Walker It's planners talking brands they've never worked on. I'm joined this month by Kate Rush Sheehy, CSO at GSD&M and Brendon Volpe, CSO at UM NYC. We're talking about the latest work from Burberry and Johnnie Walker. Thanks to Tracksuit and System1 for making this series possible. 

]]> It's planners talking brands they've never worked on. I'm joined this month by Kate Rush Sheehy, CSO at GSD&M and Brendon Volpe, CSO at UM NYC. We're talking about the latest work from Burberry and Johnnie Walker. Thanks to Tracksuit and System1 for making this series possible. 

]]> On Strategy Showcase Buzzsprout-18568051 Sun, 25 Jan 2026 17:00:00 -0600 3003 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #katerushsheehy, #Burberry, #andrewtindall, #matthewherbert, #JohnnieWalker, #BrendonVolpe, #UMworldwide, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketin full false How Dr. Dre is putting swagger back in the Goodyear brand The new executive team discovered that while the 125 year-old brand is recognized, it's not well known. And in a category dominated by me-too products, it was time to reset the Goodyear brand. Built on the platform "tires worth bragging about," the campaign uses Dr. Dre's "Still D.R.E." to share the story of the brand's past and its pop culture presence. I'm joined by Taylor Grimes of Goodyear and Lindsey McNabb of BBH, NY.

]]> The new executive team discovered that while the 125 year-old brand is recognized, it's not well known. And in a category dominated by me-too products, it was time to reset the Goodyear brand. Built on the platform "tires worth bragging about," the campaign uses Dr. Dre's "Still D.R.E." to share the story of the brand's past and its pop culture presence. I'm joined by Taylor Grimes of Goodyear and Lindsey McNabb of BBH, NY.

]]> On Strategy Showcase Buzzsprout-18493035 Mon, 12 Jan 2026 07:00:00 -0600 2160 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #taylorgrimes, #goodyear, #drdre, #BBH, #BBHNY, #lindseymcnabb, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false How Archer uses exaggerated reality to draw attention to genuine ingredients We're a nation of protein-seeking adults in search of alternatives to yogurt snacks and chicken bites. So why not a healthier, protein-packed beef stick snack? Tons to learn in this episode. "Stick to Real" is the brand's platform. Its executions contrast exaggerated reality with moments of real. I talk with Archer Meat's Andrew Thomas. Thanks to Tracksuit for supporting our show.

]]> We're a nation of protein-seeking adults in search of alternatives to yogurt snacks and chicken bites. So why not a healthier, protein-packed beef stick snack? Tons to learn in this episode. "Stick to Real" is the brand's platform. Its executions contrast exaggerated reality with moments of real. I talk with Archer Meat's Andrew Thomas. Thanks to Tracksuit for supporting our show.

]]> On Strategy Showcase Buzzsprout-18368207 Tue, 06 Jan 2026 10:00:00 -0600 2224 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #andrewthomas, #archermeats, #archiethebull, #tracksuit, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false Meet the team behind Amazon's ad strategy We talk about how the world's greatest e-comm site considers category entry points. Also about the story behind this year's holiday ads campaign, including Benedict Cumberbatch's 5-Star Ratings Theatre, and what the now full-funnel marketer is still trying to better understand. I'm joined by Chris Marchegiani, Head of Brand Planning Insights and Creative, and Garett Levy, Sr. Global Brand Planner.

]]> We talk about how the world's greatest e-comm site considers category entry points. Also about the story behind this year's holiday ads campaign, including Benedict Cumberbatch's 5-Star Ratings Theatre, and what the now full-funnel marketer is still trying to better understand. I'm joined by Chris Marchegiani, Head of Brand Planning Insights and Creative, and Garett Levy, Sr. Global Brand Planner.

]]> On Strategy Showcase Buzzsprout-18396084 Mon, 22 Dec 2025 09:00:00 -0600 2337 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #chrismarchegiani, #amazonads, #benedictcumberbatch, #5starratingstheatre, #garethlevy, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false Live from Highdive in Chicago. The Holiday Ads Special Planning's greatest Holiday Ads Party returned live to the Merchandise Mart in Chicago. A packed house watched and debated some of the best holiday ads from the US and UK. On stage were Nimisha Jain, CSO at Highdive, Pedr Howard, Head of Creative Excellence at Ipsos, Samantha Cescau, CSO at Leo Burnett and Mark Gross, Co-Founder and Co-CCO at Highdive. Love to hear what your favorite Holiday spot was this year. Thanks to Ipsos, The Effies and Tracksuit for supporting our 2025 live tour. Happy Holidays everyone.

]]> Planning's greatest Holiday Ads Party returned live to the Merchandise Mart in Chicago. A packed house watched and debated some of the best holiday ads from the US and UK. On stage were Nimisha Jain, CSO at Highdive, Pedr Howard, Head of Creative Excellence at Ipsos, Samantha Cescau, CSO at Leo Burnett and Mark Gross, Co-Founder and Co-CCO at Highdive. Love to hear what your favorite Holiday spot was this year. Thanks to Ipsos, The Effies and Tracksuit for supporting our 2025 live tour. Happy Holidays everyone.

]]> On Strategy Showcase Buzzsprout-18367822 Tue, 16 Dec 2025 19:00:00 -0600 3582 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Ipsos, #tracksuit, #theeffies, #nimishajain, #markgross, #holidayadsspecial, #highdive, #samanthacescau, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, # full false Live from Mother in London: Reflections on 2025 We talk with some of London's top strategic and creative talent about the year that was 2025. Martin Beverley of Ace of Hearts, Paula Bloodworth of Alien Baby, Mel Arrow of McCann, Chris Gallery of Mother and Alex Grieve of BBH join me. Next live tour stop is Boston in late January. Thanks to The Effies, Tracksuit and Ipsos for supporting our Live Tour. 

]]> We talk with some of London's top strategic and creative talent about the year that was 2025. Martin Beverley of Ace of Hearts, Paula Bloodworth of Alien Baby, Mel Arrow of McCann, Chris Gallery of Mother and Alex Grieve of BBH join me. Next live tour stop is Boston in late January. Thanks to The Effies, Tracksuit and Ipsos for supporting our Live Tour. 

]]> On Strategy Showcase Buzzsprout-18351976 Mon, 15 Dec 2025 08:00:00 -0600 3248 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #martinbeverley, #melarrow, #alexgrieve, #chrisgallery, #paulabloodworth, #alienbaby, #mccann, #aceofhearts, #bbh, #Motherlondon, #tracksuit, #accountplanning, #brandstrategy, #advertising, #market full false The story behind Indeed's Gold Effie-winning entrance into the Indian market The odds were stacked against Indeed in India. Late to market and up against behemoths whose combined market share crossed 90%, they had a fight on their hands. We hear the backstory of how they build a B2B beachhead as a way into the broader B2C market. Thanks to the Effies for making this international episode possible.

]]> The odds were stacked against Indeed in India. Late to market and up against behemoths whose combined market share crossed 90%, they had a fight on their hands. We hear the backstory of how they build a B2B beachhead as a way into the broader B2C market. Thanks to the Effies for making this international episode possible.

]]> On Strategy Showcase Buzzsprout-18314226 Sun, 07 Dec 2025 17:00:00 -0600 2032 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #EoinMurphy #Indeed, #Sanjanachetan, #DDBMundragroup, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #effies, #goldeffie, full false On the Spot: The Ordinary & Claude AI We're joined by Helene Dick, Head of Strategy at Special LA and Tom Kenny, CSO at Courage in Toronto. We discuss new work from The Ordinary and Mother's campaign for Claude AI. Thanks to Tracksuit and System1 for supporting this series.

]]> We're joined by Helene Dick, Head of Strategy at Special LA and Tom Kenny, CSO at Courage in Toronto. We discuss new work from The Ordinary and Mother's campaign for Claude AI. Thanks to Tracksuit and System1 for supporting this series.

]]> On Strategy Showcase Buzzsprout-18275942 Tue, 02 Dec 2025 06:00:00 -0600 2616 #fergusocarroll, #onstrategypodcast, #Theordinary, #claudeAI, #uncommonLondon, #MotherLondon, #bbdoNY, #onstrategyshowcase, #Tomkenny, #CourageToronto, #Helenedick, #SpecialLA, #vanessachen, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrate full false Live from the 2025 UK Effie Awards Our interviews with UK winners as their amazingly effective work gets recognized on Effie night in London. Xbox, Uber, Smarty Mobile, Irish Tourism, Walkers, CALM, and the Grand Prix winning Nurofen from McCann London. What a night for McCann. They also won Agency of the Year and took home a total of seven awards. You can see all of the creative work from these interviews on our website at onstrategyshowcase.com.

]]> Our interviews with UK winners as their amazingly effective work gets recognized on Effie night in London. Xbox, Uber, Smarty Mobile, Irish Tourism, Walkers, CALM, and the Grand Prix winning Nurofen from McCann London. What a night for McCann. They also won Agency of the Year and took home a total of seven awards. You can see all of the creative work from these interviews on our website at onstrategyshowcase.com.

]]> On Strategy Showcase Buzzsprout-18247293 Tue, 25 Nov 2025 05:00:00 -0600 2190 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #effies, @eUKeffieawards, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #marketingeffectiveness, full false Live from Deutsch in LA: Those Moments of Magic We brought together planners and creatives to talk about epiphany moments - those times when you know you've just unlocked the idea. We talk about what they ultimately led to in the work. Joining me are Ryan Lehr, Co-CCO at Deutsch, John Deschner, Head of Brand at Maximum Effort, Jill Burgeson, CSO at TBWA/Chiat/Day/LA, Amanda Shapiro, EVP Strategy at Deutsch and Jason Karley, ECD at Artist's Equity. Thanks to Tracksuit, The Effies and Ipsos for supporting our live tour.

]]> We brought together planners and creatives to talk about epiphany moments - those times when you know you've just unlocked the idea. We talk about what they ultimately led to in the work. Joining me are Ryan Lehr, Co-CCO at Deutsch, John Deschner, Head of Brand at Maximum Effort, Jill Burgeson, CSO at TBWA/Chiat/Day/LA, Amanda Shapiro, EVP Strategy at Deutsch and Jason Karley, ECD at Artist's Equity. Thanks to Tracksuit, The Effies and Ipsos for supporting our live tour.

]]> On Strategy Showcase Buzzsprout-18195646 Sun, 16 Nov 2025 13:00:00 -0600 5547 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #livefromLA, #onstrategyshowcaselive, #ryanlehr, #deutschLA, #amandashapireo, @jillburgeson, @tbwa/chiat/day/la, #johndeschner, #maximumeffort, #tracksuit, #OntheSpot, #accountplanning, #jasonkarle full false Chris Beresford Hill shares the truth behind Michael Cera for CeraVe An encore airing of this multiple Gold Effie winner. Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he led while at Ogilvy. Frustrated by how it was being told, he shares the reality. 

]]> An encore airing of this multiple Gold Effie winner. Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he led while at Ogilvy. Frustrated by how it was being told, he shares the reality. 

]]> On Strategy Showcase Buzzsprout-18162250 Mon, 10 Nov 2025 05:00:00 -0600 3227 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #maichaelcera, #chrisberesfordhill, #BBDO, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false How Persil followed women into sports Unilever CMO, Tati Lindenberg and MullenLowe's Rachel Stets join me to share how Unilever's detergent brand in the UK, in an effort to reclaim its product performance strengths, partnered with Arsenal women's soccer for the "Every Stain Should Be Part of the Game" initiative. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this episode.

]]> Unilever CMO, Tati Lindenberg and MullenLowe's Rachel Stets join me to share how Unilever's detergent brand in the UK, in an effort to reclaim its product performance strengths, partnered with Arsenal women's soccer for the "Every Stain Should Be Part of the Game" initiative. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this episode.

]]> On Strategy Showcase Buzzsprout-18120691 Sun, 02 Nov 2025 17:00:00 -0600 2346 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #tatilindenberg, #Persil, #Rachelstets, #mullenlowe, #Dirtisgood, #arsenalsoccer, #womenssoccer, accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop full false Live from Mischief in NY: Has what matters most ever changed? Five NY strategy leaders reflect on our topic and share their points of view on where we are today and how strong the future looks for what we do. Joining us are Jeff McCrory of Mischief, Tass Tsitsopoulos of W+K, Anibal Casso of Ogilvy, Emily Portnoy and BBDO, and Tom Morton of Narratory Capital. Thanks to our live tour sponsors: The Effies, Tracksuit and Ipsos. 

]]> Five NY strategy leaders reflect on our topic and share their points of view on where we are today and how strong the future looks for what we do. Joining us are Jeff McCrory of Mischief, Tass Tsitsopoulos of W+K, Anibal Casso of Ogilvy, Emily Portnoy and BBDO, and Tom Morton of Narratory Capital. Thanks to our live tour sponsors: The Effies, Tracksuit and Ipsos. 

]]> On Strategy Showcase Buzzsprout-18078476 Mon, 27 Oct 2025 08:00:00 -0500 4572 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #tommorton, #Tasstsitsopoulos, #jeffmccrory, #anibalcasso, @emilyportnoy, #bbdo, #narratorycapital, #ogilvy, #WKNY, #mischiefnofixedaddress, #tracksuit, #effies, #ipsos, #accountplanning, #brandst full false On the Spot: British Airways and Dr. Pepper It's planners talking brands they've never worked on. This month, guest panelists Dan Ng, CSO at Johannes Leonardo, NYC and Steve Walls, CSO at Moon Rabbit join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

]]> It's planners talking brands they've never worked on. This month, guest panelists Dan Ng, CSO at Johannes Leonardo, NYC and Steve Walls, CSO at Moon Rabbit join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

]]> On Strategy Showcase Buzzsprout-18038054 Sun, 19 Oct 2025 15:00:00 -0500 2867 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Stevewalls, #danng, #britishairways, #drpepper, #johannesleonardo, #moonrabbit, #vanessachen, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false A conversation about strategy with Joe Burns of Quality Meats I'm glad I recently met Joe Burns. He's my kind of strategist: blunt, honest and mostly right. From Mother to BBH to Quality Meats, Joe has been shaping his own unique style, one we should all get familiar with. You can also WATCH this episode on our website or YouTube channel. Be sure to Subscribe.

]]> I'm glad I recently met Joe Burns. He's my kind of strategist: blunt, honest and mostly right. From Mother to BBH to Quality Meats, Joe has been shaping his own unique style, one we should all get familiar with. You can also WATCH this episode on our website or YouTube channel. Be sure to Subscribe.

]]> On Strategy Showcase Buzzsprout-17998176 Sun, 12 Oct 2025 14:00:00 -0500 3123 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #joeburns, #qualitymeats, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop full false Live from Dallas: Ideas Born in Texas The foundational brand campaigns of Home Depot, Chick-fil-A, RAM Trucks, Hummer, Fiat, Motel 6, Corona, Chili's, Stanley, and Southwest Airlines were all born in Texas. We recorded live at TRG to talk about this great body of work and what makes them Texas originals. I was joined by Derek Dabrowski, SVP, Head of Cold Brands at Kuerig Dr. Pepper, Terrence Reynolds, CCO, at TRG, Kate Rush Sheehy, CSO at GSD&M and Christopher Owens, Head of Brand Strategy at TRG. You can watch this episode on our website or YouTube Channel. Thanks to Tracksuit, Ipsos and The Effies for supporting this year's live tour.

]]> The foundational brand campaigns of Home Depot, Chick-fil-A, RAM Trucks, Hummer, Fiat, Motel 6, Corona, Chili's, Stanley, and Southwest Airlines were all born in Texas. We recorded live at TRG to talk about this great body of work and what makes them Texas originals. I was joined by Derek Dabrowski, SVP, Head of Cold Brands at Kuerig Dr. Pepper, Terrence Reynolds, CCO, at TRG, Kate Rush Sheehy, CSO at GSD&M and Christopher Owens, Head of Brand Strategy at TRG. You can watch this episode on our website or YouTube Channel. Thanks to Tracksuit, Ipsos and The Effies for supporting this year's live tour.

]]> On Strategy Showcase Buzzsprout-17959118 Sun, 05 Oct 2025 12:00:00 -0500 3784 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Katerushsheehy, #GSD&M, #derekdabrowski, #drpepper, #TRG, #ideasbornintexas, , #christopherowens, #tracksuit, #terrencereynolds, #livetour2025, #accountplanning, #brandstrategy, #advertising, #mar full false Polaroid chases a comeback with the camera for an analog life Remember Polaroid and its instant photo proposition? For some it’s a dusty icon of the past, but for others it might just be the latest innovative idea. Polaroid's internal creative and planning leads, Patricia Varella and Dovile Banyte join me to talk about "The camera for an analog life." 

]]> Remember Polaroid and its instant photo proposition? For some it’s a dusty icon of the past, but for others it might just be the latest innovative idea. Polaroid's internal creative and planning leads, Patricia Varella and Dovile Banyte join me to talk about "The camera for an analog life." 

]]> On Strategy Showcase Buzzsprout-17914831 Sun, 28 Sep 2025 06:00:00 -0500 1702 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Patriciavarella, #polaroid, #dovilebanyte, , #vanessachen, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #system1, #by full false On the Spot: GAP and Chili's. It's planners talking brands they've never worked on. This month, guest panelists Lachlan Badenoch, CSO at Carmichael Lynch and Kelsey Karson EVP, Head of Strategy at Tombras, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

]]> It's planners talking brands they've never worked on. This month, guest panelists Lachlan Badenoch, CSO at Carmichael Lynch and Kelsey Karson EVP, Head of Strategy at Tombras, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

]]> On Strategy Showcase Buzzsprout-17881205 Sun, 21 Sep 2025 17:00:00 -0500 3182 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #lachlanbadenoch, #carmichaellynch, #kelseykarson, #tombras, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #Gap, #chili full false The story behind Highdive's rise to fame as America's Super Bowl agency Founded in 2016, Highdive has produced Super Bowl work for Lays, Jeep, State Farm, Rocket, MSC Cruises, BetMGM and more. Mark Gross, Co-Founder and Chief Creative Officer, Erin Wong, Group Strategy Director and Vanessa Chin of System1 join me. 

]]> Founded in 2016, Highdive has produced Super Bowl work for Lays, Jeep, State Farm, Rocket, MSC Cruises, BetMGM and more. Mark Gross, Co-Founder and Chief Creative Officer, Erin Wong, Group Strategy Director and Vanessa Chin of System1 join me. 

]]> On Strategy Showcase Buzzsprout-17859467 Wed, 17 Sep 2025 06:00:00 -0500 2823 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #erinwong, #markgross, #vanessachin, #system1, #superbowl ads, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #strategiststalkingshop full false Rick Brim, Martin Beverley and Polly McMorrow on their new venture Watch out, they're coming. After 10 legendary years at Adam&EveDDB, Martin and Rick have resurfaced as Ace of Hearts alongside Polly McMorrow from McCann. We have an honest conversation about why they left, what their ambition is and what might be possible with a different kind of company.

]]> Watch out, they're coming. After 10 legendary years at Adam&EveDDB, Martin and Rick have resurfaced as Ace of Hearts alongside Polly McMorrow from McCann. We have an honest conversation about why they left, what their ambition is and what might be possible with a different kind of company.

]]> On Strategy Showcase Buzzsprout-17818867 Fri, 12 Sep 2025 07:00:00 -0500 2777 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #martinbeverley, #pollymcmorrow,, #rickbrim, #aceofhearts, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #strategiststalkingshop, #creativity, #londonad full false Behind the scenes of Athletic Brewing's alcohol-free brand play "Fit for all Times" is the brand's platform. CMO Andrew Katz joins me to talk about how a specialist brewer is trying to outperform the generalists, like Heineken, in the alcohol-free (AF) beer space. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible.

]]> "Fit for all Times" is the brand's platform. CMO Andrew Katz joins me to talk about how a specialist brewer is trying to outperform the generalists, like Heineken, in the alcohol-free (AF) beer space. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible.

]]> On Strategy Showcase Buzzsprout-17804451 Sun, 07 Sep 2025 17:00:00 -0500 2410 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #andrewkatz, #heineken, #athleticbrewing, #heinekenzero.zero, #AFBeer, #alcoholfreebeer, #tracksuit, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plan full false Neutrogena's new angle on skincare: 90s nostalgia If you're old enough to remember the 90s, you may be old enough for Neutrogena Retinol. The new work from BBDO disrupts the conventions of skincare with a fun angle that reminds us how old we really are. Thanks to Chris Riat of Neutrogena and Alex Booker and Leah Gritton Smolensky of BBDO, NY. 

]]> If you're old enough to remember the 90s, you may be old enough for Neutrogena Retinol. The new work from BBDO disrupts the conventions of skincare with a fun angle that reminds us how old we really are. Thanks to Chris Riat of Neutrogena and Alex Booker and Leah Gritton Smolensky of BBDO, NY. 

]]> On Strategy Showcase Buzzsprout-17767578 Mon, 01 Sep 2025 10:00:00 -0500 2169 #fergusocarroll, #onstrategypodcast, #neutrogena, #neutrogenaretinal, #nuetrogenaderms, #onstrategyshowcase, #creativity, #dermatology, #Chrisriat, #beverlyhills90210, #leahgritton, #alexbooker, #bbdoNY, #nostalgiainmarketing, #accountplanning, #brandstra full false The story behind Heineken's brilliant Pub Succession and Pub Museums initiatives "For the Love of Pubs" is Heineken's B2B2C platform for ensuring the long term health of Irish bars. I'm joined by Mark Noble of Heineken and Ger Roe of Publicis, Dublin to talk through the amazing award-winning ideas they've brought to life together over the last few years. What can you do for your channel partners?

]]> "For the Love of Pubs" is Heineken's B2B2C platform for ensuring the long term health of Irish bars. I'm joined by Mark Noble of Heineken and Ger Roe of Publicis, Dublin to talk through the amazing award-winning ideas they've brought to life together over the last few years. What can you do for your channel partners?

]]> On Strategy Showcase Buzzsprout-17723076 Sun, 24 Aug 2025 07:00:00 -0500 2770 #fergusocarroll, #onstrategypodcast, #advertising, #creativity, #onstrategyshowcase, #gerroe, #marknoble, #Heineken, #pubsuccession, #pubmusuems, #fortheloveofpubs, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, full false On the Spot: Travel & Telco (the two Ts of summer) Planners talking about brands they've never worked on. This month we talk Travel (Icelandic Tourism & City of Oslo) and Telco (Telstra & the U.S. big three.) Our guest planners are Caleb Smith of W+K, NYC and Rachael Stets of MullenLowe, London. Thanks to System1 and Tracksuit for making this series possible.

]]> Planners talking about brands they've never worked on. This month we talk Travel (Icelandic Tourism & City of Oslo) and Telco (Telstra & the U.S. big three.) Our guest planners are Caleb Smith of W+K, NYC and Rachael Stets of MullenLowe, London. Thanks to System1 and Tracksuit for making this series possible.

]]> On Strategy Showcase Buzzsprout-17685221 Sun, 17 Aug 2025 18:00:00 -0500 3228 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #calebsmith, #rachaelstets, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #strategiststalkingshop, #WKNY, #w+k, #mullen full false Yerba Madre’s Rebrand with CMO Emily Kortlang The beverage brand's CMO, formerly of Red Bull, Beats and Apple, shares the story behind the rebrand and it’s ambitions to achieve mainstream volume in its distinctive yellow can. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this episode.

]]> The beverage brand's CMO, formerly of Red Bull, Beats and Apple, shares the story behind the rebrand and it’s ambitions to achieve mainstream volume in its distinctive yellow can. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this episode.

]]> On Strategy Showcase Buzzsprout-17649749 Sun, 10 Aug 2025 19:00:00 -0500 2055 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #emilykortlang, #yerbamadre, #yerbamate, #accountplanning, #brandstrategy, #advertising, #cmotalks, #marketingstrategy, #plannerstalkingshop, #strategiststalkingshop, full false Inside the judge's room for Favor Delivery's Gold Effie Emily Portnoy, CSO at BBDO, NY, takes us inside this year's Effie judge's room to hear why Favor Delivery won Gold. We then hear from Favor's Chris Rogge and Preacher's Seher Sikandar for the story behind the winning campaign: "How Texas Orders In." You can see all the creative work on our website.

]]> Emily Portnoy, CSO at BBDO, NY, takes us inside this year's Effie judge's room to hear why Favor Delivery won Gold. We then hear from Favor's Chris Rogge and Preacher's Seher Sikandar for the story behind the winning campaign: "How Texas Orders In." You can see all the creative work on our website.

]]> On Strategy Showcase Buzzsprout-17608256 Sun, 03 Aug 2025 15:00:00 -0500 2349 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #emilyportnoy #sehersikandar, #EffieGold, #Preacher, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #chrisrogge, #favordelivery, full false Behind Telstra's Marketing Transformation A must listen episode. Telstra's CMO, Brent Smart shares the transformation of this once staid, government-owned Australian telco into a unique and creatively brilliant brand... with the business results that prove it. 

]]> A must listen episode. Telstra's CMO, Brent Smart shares the transformation of this once staid, government-owned Australian telco into a unique and creatively brilliant brand... with the business results that prove it. 

]]> On Strategy Showcase Buzzsprout-17554082 Sun, 27 Jul 2025 07:00:00 -0500 3069 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #brentsmart, #Telstra, #micahwalker, #telcomarketing, #canneslions #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #CMO, #bestcampaigns, #betteronabetternetwork, , full false The story behind Turo, the Airbnb of cars After a rebrand and close to $1 billion in 2024 revenue, Turo is about to move into the early majority market. We talk with Global Head of Brand Strategy, Matt Kerbel. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible. More at gotracksuit.com.

]]> After a rebrand and close to $1 billion in 2024 revenue, Turo is about to move into the early majority market. We talk with Global Head of Brand Strategy, Matt Kerbel. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible. More at gotracksuit.com.

]]> On Strategy Showcase Buzzsprout-17532742 Sun, 20 Jul 2025 10:00:00 -0500 1446 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #mattkerbel, #turo, #airbnbforcars, #tracksuit, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #strategiststalkingshop, full false On the Spot: Corona & Uber Eats Planners talk about brands they've never worked on. Joining our panel of misfits this month are Julian Morgan, Head of Strategy at Rethink and Rachel Pool, Head of Strategy at Ogilvy, NYC. We talk Uber Eats and Corona. Thanks to Tracksuit and System1 for supporting this series.

]]> Planners talk about brands they've never worked on. Joining our panel of misfits this month are Julian Morgan, Head of Strategy at Rethink and Rachel Pool, Head of Strategy at Ogilvy, NYC. We talk Uber Eats and Corona. Thanks to Tracksuit and System1 for supporting this series.

]]> On Strategy Showcase Buzzsprout-17497646 Sun, 13 Jul 2025 14:00:00 -0500 2732 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #UberEats, #corona, #onthespot, #julianmorgan, #rethink, #ogilvy, #rachelpool, #vanessachen, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #p full false The story behind Uber Eats' "Football is for Food" Georgie Jeffreys of Uber and Kelsey Hodgkin of Special Group, LA join me to share the story behind the amazing "Football is for Food" campaign, featuring Matthew McConaughey and so many others. A brilliant episode.

]]> Georgie Jeffreys of Uber and Kelsey Hodgkin of Special Group, LA join me to share the story behind the amazing "Football is for Food" campaign, featuring Matthew McConaughey and so many others. A brilliant episode.

]]> On Strategy Showcase Buzzsprout-17461890 Mon, 07 Jul 2025 10:00:00 -0500 2296 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #georgiejeffreys, #kelseyHodgkin, #SpecialGroup, #matthewmcconaughey, #kevinbacon, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #superbowlads, #strate full false How Josh Wines turned reluctance into social Effie Gold How an organic social moment changed how a wine brand went to market. Josh's CMO, Dan Kleinman is joined by Tombras' EVP, Head of Strategy, Kelsey Karson and VP, Group Creative Director, Morgan McLees to talk us through their 2025 Gold Effie-winning Josh O'Clock initiative. Thanks to The Effies and Tracksuit for making this episode possible.

]]> How an organic social moment changed how a wine brand went to market. Josh's CMO, Dan Kleinman is joined by Tombras' EVP, Head of Strategy, Kelsey Karson and VP, Group Creative Director, Morgan McLees to talk us through their 2025 Gold Effie-winning Josh O'Clock initiative. Thanks to The Effies and Tracksuit for making this episode possible.

]]> On Strategy Showcase Buzzsprout-17411520 Fri, 27 Jun 2025 17:00:00 -0500 2627 #fergusocarroll, #onstrategypodcast, #socialmedia, #socialstrategy, #joshwines, #onstrategyshowcase, #Tombras, #morganmclees, #dankleinman, #kelseykarson, #tracksuit, #effies, #effiegold, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false Live with Effie winners in NYC As the Official Podcast Partner of the Effies, we recorded nine short interviews with agencies and clients on awards night, before they even knew which Effie they'd won. We talk with Verizon/Ogilvy, McDonald's/W+K, Molson Coors/DDB, Chili's/Mischief, Favor/Preacher, Dramamine/FCB, Leo Burnett/Blood Appetit, VW/Johannes Leonardo. Congrats to all for their wins.

]]> As the Official Podcast Partner of the Effies, we recorded nine short interviews with agencies and clients on awards night, before they even knew which Effie they'd won. We talk with Verizon/Ogilvy, McDonald's/W+K, Molson Coors/DDB, Chili's/Mischief, Favor/Preacher, Dramamine/FCB, Leo Burnett/Blood Appetit, VW/Johannes Leonardo. Congrats to all for their wins.

]]> On Strategy Showcase Buzzsprout-17370021 Fri, 20 Jun 2025 12:00:00 -0500 2827 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #effies, #effiewinners, #marketingeffectiveness, #effieawards, #2025effies, #accountplanning, #brandstrategy, #advertising full false On the Spot: Tesla & Poppi. Planners talking about brands they've never worked on When a show features planners talking about brands they've never worked on, you know it's gonna be fun, or at the very least weird. This month's On the Spot features two brands that appear to be headed in opposite directions: Tesla & Poppi. Guest panelists Ali Chastain, GSD at The Martin Agency and Matt Maynard, Head of Brand at Asana, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible. 

]]> When a show features planners talking about brands they've never worked on, you know it's gonna be fun, or at the very least weird. This month's On the Spot features two brands that appear to be headed in opposite directions: Tesla & Poppi. Guest panelists Ali Chastain, GSD at The Martin Agency and Matt Maynard, Head of Brand at Asana, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible. 

]]> Fergus O’Carroll Buzzsprout-17322374 Wed, 11 Jun 2025 19:00:00 -0500 2857 full false How Life360 is hilariously taking a bite out of Apple Life360 is a family safety and location sharing app with 80 million active monthly users. Their latest work from ALTO, NY focuses on "Improving Everyday Family Life," with hilarious work that's winning in a space where Apple can't play as deeply. 

]]> Life360 is a family safety and location sharing app with 80 million active monthly users. Their latest work from ALTO, NY focuses on "Improving Everyday Family Life," with hilarious work that's winning in a space where Apple can't play as deeply. 

]]> On Strategy Showcase Buzzsprout-17301761 Sun, 08 Jun 2025 16:00:00 -0500 2712 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #mikezeman, #life360 #tarafray, #alto, #accountplanning, #brandstrategy, #advertising, #Tile, , full false Canva's campaign to drive expansion into B2B In its ongoing quest to get its user friendly design tool into the hands of everyday presenters, Canva is pushing into enterprise applications. It's new campaign has fun with the idea of converting the last office hold-out. This episode is brought to you by Tracksuit, the affordable brand tracking solution for modern-day brands.

]]> In its ongoing quest to get its user friendly design tool into the hands of everyday presenters, Canva is pushing into enterprise applications. It's new campaign has fun with the idea of converting the last office hold-out. This episode is brought to you by Tracksuit, the affordable brand tracking solution for modern-day brands.

]]> On Strategy Showcase Buzzsprout-17258408 Sun, 01 Jun 2025 10:00:00 -0500 1868 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #kristinesegrist, #loveyourwork #catvanderwerff, #accountplanning, #brandstrategy, #advertising, #canva, full false Live from Auckland: Lessons in Punching Above Your Weight Recorded in front of a live audience at Colenso BBDO, we talk about New Zealand's culture of creativity; about what outside planners bring to the country and what it imparts upon them; about the cultural characteristics of New Zealanders; about the importance of winning, not just surviving, and about the dangers as the marketing sciences mainstream. Thanks to the Effies, Tracksuit and WARC for supporting our live tour. And to Colenso BBDO for hosting us.

]]> Recorded in front of a live audience at Colenso BBDO, we talk about New Zealand's culture of creativity; about what outside planners bring to the country and what it imparts upon them; about the cultural characteristics of New Zealanders; about the importance of winning, not just surviving, and about the dangers as the marketing sciences mainstream. Thanks to the Effies, Tracksuit and WARC for supporting our live tour. And to Colenso BBDO for hosting us.

]]> On Strategy Showcase Buzzsprout-17235955 Tue, 27 May 2025 18:00:00 -0500 3826 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #robcampbell, #colensobbdo, #punchingaboveyourweight, #stevieweber, #droga5, #Rorygallery, #specialgroup, #lisadivett, #dentsu, #brandstrategy, #advertising, #effies, #tracksuit, #warc, full false Live from Sydney: Breaking the Laws of Average Some of the smartest creative and strategic minds in Australia join me live from Sydney to share how they are playing it perfectly unsafe. Thanks to Tracksuit, The Effies and WARC for supporting our Live Tour series. And to Ogilvy for hosting us.

]]> Some of the smartest creative and strategic minds in Australia join me live from Sydney to share how they are playing it perfectly unsafe. Thanks to Tracksuit, The Effies and WARC for supporting our Live Tour series. And to Ogilvy for hosting us.

]]> On Strategy Showcase Buzzsprout-17216464 Sun, 25 May 2025 09:00:00 -0500 4065 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #tommartin, #millamcphee, #SpecialGroup, #droga5, #stephendewolf, #BMF, #Rupertprice, #DDB, #ogilvyAUS, #franclayton, #accountplanning, #tracksuit, #theeffies, #effiesworldwide, #livetour, #livefro full false On the Spot: Starbucks and JCPenney. Planners talking about brands they've never worked on This month, Starbucks and JCPenney. Guest panelists Mary Bakarich, Group Strategy Director at Johannes Leonardo and Christopher Owens, Head of Strategy at TRG join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> This month, Starbucks and JCPenney. Guest panelists Mary Bakarich, Group Strategy Director at Johannes Leonardo and Christopher Owens, Head of Strategy at TRG join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> On Strategy Showcase Buzzsprout-17183767 Sun, 18 May 2025 15:00:00 -0500 3189 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Onthespot, #Christopherowens, #TRG, #marybakarich, #johannesleonardo, #Starbucks, #anomaly, #jcpenney, #mischief, #tracksuit, #system1, full false Coors Light. From state of beer to state of mind From "Cold & Refreshing" to "Choose Chill," Mischief and Coors Light are evolving the brand's positioning, resulting in new, unexpected and wonderfully entertaining work. We're joined by Marcelo Pascoa, VP Marketing at Coors and Nimisha Jain, EVP, Strategy at Mischief. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show.

]]> From "Cold & Refreshing" to "Choose Chill," Mischief and Coors Light are evolving the brand's positioning, resulting in new, unexpected and wonderfully entertaining work. We're joined by Marcelo Pascoa, VP Marketing at Coors and Nimisha Jain, EVP, Strategy at Mischief. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show.

]]> On Strategy Showcase Buzzsprout-17138186 Sun, 11 May 2025 09:00:00 -0500 1967 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Coorslight, #Nimishajain, #marcelopascoa, #Mischief, #effies, #choosechill, full false Skittles. An Effie Best-of-the-Best Winner "Apologize the Rainbow" was not a reactive, crisis-communications campaign. It was a strategic decision to positively highlight the negative passion of fans and convert it into positive energy for the brand. Mars/Wrigley Chief Brand Officer, Rankin Carroll and DDB Chicago's CCO, Colin Selikow, share the backstory to this Best-of-the-Best Effie Global Grand Prix winner. See the creative work on our website at onstrategyshowcase.com.

]]> "Apologize the Rainbow" was not a reactive, crisis-communications campaign. It was a strategic decision to positively highlight the negative passion of fans and convert it into positive energy for the brand. Mars/Wrigley Chief Brand Officer, Rankin Carroll and DDB Chicago's CCO, Colin Selikow, share the backstory to this Best-of-the-Best Effie Global Grand Prix winner. See the creative work on our website at onstrategyshowcase.com.

]]> On Strategy Showcase Buzzsprout-17095577 Sun, 04 May 2025 10:00:00 -0500 3101 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Rankin Carroll, #colin selikow #apologize the rainbow, #effiebestofthebestwinner, #Effiegrandprix, #marketingeffectiveness, #accountplanning, #ddbchicago, #ddb, #marswrigley, #effie2024, #brandstr full false Life after Agency Life Ep#3 (Tom Morton, Britton Taylor, Lisa Prince) Our third episode on how planners are applying their skills outside of agency life. Tom Morton (Prior R/GA), Lisa Prince (Prior W+K) and Britton Taylor (Prior W+K) share why they left and the lessons learned along the way. 

]]> Our third episode on how planners are applying their skills outside of agency life. Tom Morton (Prior R/GA), Lisa Prince (Prior W+K) and Britton Taylor (Prior W+K) share why they left and the lessons learned along the way. 

]]> On Strategy Showcase Buzzsprout-17052061 Sun, 27 Apr 2025 15:00:00 -0500 3362 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Planningontheoutside, #Tommorton, #lisaprince, #brittontaylor full false On the Spot: Progressive & Chick fil-A. Planners talking about brands they've never worked on This month Progressive and Chick fil-A. Our guest panelists Marika Wiggan, Head of Strategy at Preacher and Alan Snitow, Freelance Strategist in Chicago, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> This month Progressive and Chick fil-A. Our guest panelists Marika Wiggan, Head of Strategy at Preacher and Alan Snitow, Freelance Strategist in Chicago, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> On Strategy Showcase Buzzsprout-16998712 Thu, 17 Apr 2025 19:00:00 -0500 2974 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #chickfila, #progressiveinsurance, #marikawiggins #vanessachin, #OntheSpot, #System1, #tracksuit, #matthewherbert, ##accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false Debuting the U.S. version of The Long & the Short of it "The Multiplier Effect" answers if Binet & Field's principles play out when you use U.S. data. David Tiltman, Chief Content Officer at WARC walks us through the new report. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

]]> "The Multiplier Effect" answers if Binet & Field's principles play out when you use U.S. data. David Tiltman, Chief Content Officer at WARC walks us through the new report. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-16966635 Sat, 12 Apr 2025 11:00:00 -0500 2022 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #davidtiltman, #multipliereffect, #longandtheshortofit, #accountplanning, #brandstrategy, #advertising, #warc, full false The Entertainer's campaign focuses on our kids charming obsessions With the observation that kids go really charmingly deep into their obsessions...and then drop them overnight, this toy store's first mass brand campaign needed to cut through with a distinct voice as awareness and consideration numbers were falling. I'm joined by Catherine Willoughby of Adam&EveDDB, London for the back story and a brilliant example of fast-track planning. 

]]> With the observation that kids go really charmingly deep into their obsessions...and then drop them overnight, this toy store's first mass brand campaign needed to cut through with a distinct voice as awareness and consideration numbers were falling. I'm joined by Catherine Willoughby of Adam&EveDDB, London for the back story and a brilliant example of fast-track planning. 

]]> On Strategy Showcase Buzzsprout-16917034 Sat, 05 Apr 2025 12:00:00 -0500 2510 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #catherinewilloughby, #adam&eveddb, #theentertainertoyshop, #accountplanning, #brandstrategy, #advertising, full false Life After Agency Life Ep#2 (Marcus Collins, Suzanne Powers, Gareth Kay) Our second episode on how planners are applying their skills outside of agency life. Marcus Collins, Gareth Kay and Suzanne Powers share why they left and the lessons learned along the way. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this series.

]]> Our second episode on how planners are applying their skills outside of agency life. Marcus Collins, Gareth Kay and Suzanne Powers share why they left and the lessons learned along the way. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this series.

]]> On Strategy Showcase Buzzsprout-16883650 Sun, 30 Mar 2025 11:00:00 -0500 3774 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #marcuscollins, #suzannepowers, #garethkay, #theintangibles, #lifeafteragencylife, #planningontheoutside, #accountplanning, #brandstrategy, #advertising, #mediamonks, full false On the Spot: Vrbo & Duluth Trading Co. Planners talking about brands they’ve never worked on Vrbo and Duluth Trading Company. This month's guest panelist, Johnny Corpuz, Head of Comms Strategy at BBDO NY joins our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> Vrbo and Duluth Trading Company. This month's guest panelist, Johnny Corpuz, Head of Comms Strategy at BBDO NY joins our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

]]> On Strategy Showcase Buzzsprout-16845496 Sun, 23 Mar 2025 15:00:00 -0500 3288 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #johhnycorpuz, #vanessachen, #system1, #tracksuit, #OntheSpot, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #plannerstalkingshop, #strategiststalkingshop, full false The story behind Kellogg's brand refresh Doubling down on its main distinctive brand asset (Cornelius), Kellogg's and Leo Burnett, London have reimagined the brand and are using ethnography to unlock morning-time rituals that are fueling the next phase of creative work. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

]]> Doubling down on its main distinctive brand asset (Cornelius), Kellogg's and Leo Burnett, London have reimagined the brand and are using ethnography to unlock morning-time rituals that are fueling the next phase of creative work. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-16800711 Sun, 16 Mar 2025 12:00:00 -0500 2962 #fergusocarroll, #onstrategypodcast, #brandrefresh, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #kelloggs, #leoburnettlondon, jenncarkner, #ameliaredding, #cornelius, full false Live from Toronto: Rise of the Independents Recorded Feb. 20th in front of a live audience at Rethink in Toronto. We talk about the rise of indie agencies with Rethink's Sean McDonald, Zulu Alpha Kilo's Heather Segal, Courage's Tom Kenny and Broken Heart Love Affair's Jay Chaney. Thanks to Tracksuit, WARC and the Effie's for sponsoring our Live Tour. Next stops are Sydney and Auckland.

]]> Recorded Feb. 20th in front of a live audience at Rethink in Toronto. We talk about the rise of indie agencies with Rethink's Sean McDonald, Zulu Alpha Kilo's Heather Segal, Courage's Tom Kenny and Broken Heart Love Affair's Jay Chaney. Thanks to Tracksuit, WARC and the Effie's for sponsoring our Live Tour. Next stops are Sydney and Auckland.

]]> On Strategy Showcase Buzzsprout-16760349 Sun, 09 Mar 2025 13:00:00 -0500 4000 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #Rethink, #brokenheartloveaffair, #courage, #zulualphakelo, #tomkenny, #seanmcdonald, @jaychaney, #heathersegal, #warc, #tracksuit, #theeffies, #OnSt full false This B2B campaign is a masterclass in proving the effectiveness of a message A Titanium Winner at Cannes, we're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid to talk about their famous B2C2B Marina Prieto campaign. Thanks to LinkedIn for sponsoring our B2B series. Get a $100 LinkedIn Ads credit at linkedIn.com/onstrategy. Terms and conditions apply.

]]> A Titanium Winner at Cannes, we're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid to talk about their famous B2C2B Marina Prieto campaign. Thanks to LinkedIn for sponsoring our B2B series. Get a $100 LinkedIn Ads credit at linkedIn.com/onstrategy. Terms and conditions apply.

]]> On Strategy Showcase Buzzsprout-16723404 Mon, 03 Mar 2025 05:00:00 -0600 2299 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #marinaprieto, #jddecaux, #davidMadrid, #titaniumaward, #canneslions, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full true Humor is Duluth's superpower in building a billion dollar brand Duluth Trading Company plays where Carhartt or Wrangler can't - humor. With products like "Buck Naked" boxers, "Funk no" underwear and "Ball-room" Jeans, it uses its fantastically irreverent voice and illustrated ad style to speak to its core proposition - seriously great products without the seriousness. A must listen episode. Thanks to Tracksuit for supporting our show.

]]> Duluth Trading Company plays where Carhartt or Wrangler can't - humor. With products like "Buck Naked" boxers, "Funk no" underwear and "Ball-room" Jeans, it uses its fantastically irreverent voice and illustrated ad style to speak to its core proposition - seriously great products without the seriousness. A must listen episode. Thanks to Tracksuit for supporting our show.

]]> Fergus O’Carroll Buzzsprout-16673455 Sat, 22 Feb 2025 10:00:00 -0600 2230 full false Uber. Extending the consumer brand into a B2B world For Ep#3 in our B2B series, I'm joined by Michelle Lisowski, Senior Director for Global B2B and Partnership Marketing at Uber. We talk about taking Uber into B2B, the aspects of the brand that can extend and others that need to be augmented. This B2B Series brought to you by LinkedIn.

]]> For Ep#3 in our B2B series, I'm joined by Michelle Lisowski, Senior Director for Global B2B and Partnership Marketing at Uber. We talk about taking Uber into B2B, the aspects of the brand that can extend and others that need to be augmented. This B2B Series brought to you by LinkedIn.

]]> On Strategy Showcase Buzzsprout-16633743 Mon, 17 Feb 2025 06:00:00 -0600 1500 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #uberforbusiness, #michellelisowski, #LinkedIn, #B2BSeries, full false Greg Hahn and Nicole Parlapiano with the story behind Tubi's new work Greg Hahn, CCO of Mischief and Nicole Parlapiano, CMO of Tubi join me to talk about their latest work for the ad supported streaming service. The perfectly weird campaign suggests that if it's in you, it's in here.

]]> Greg Hahn, CCO of Mischief and Nicole Parlapiano, CMO of Tubi join me to talk about their latest work for the ad supported streaming service. The perfectly weird campaign suggests that if it's in you, it's in here.

]]> On Strategy Showcase Buzzsprout-16616444 Thu, 13 Feb 2025 09:00:00 -0600 1824 #fergusocarroll, #onstrategypodcast, #greghahn, #tubi, #mischiefusa, #nicoleparlapiano, #onstrategyshowcase, #superbowl, #tubisuperbowl, #accountplanning, #cmo, #brandstrategy, #advertising, #marketingstrategy, full false Planners guess how their favorite Super Bowl ads tested (it's hilarious) What happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me. 

]]> What happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me. 

]]> On Strategy Showcase Buzzsprout-16601920 Tue, 11 Feb 2025 07:00:00 -0600 3939 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Superbowladratings, #andrewtindall, #jaimemcgill, #stephanieehui, #tbwa/chiat/day, #system1, full false Procell's B2B reframe: from price to buy to cost to replace Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

]]> Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

]]> On Strategy Showcase Buzzsprout-16548841 Sun, 02 Feb 2025 14:00:00 -0600 2395 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #VMLUK, #neilgodber, #Stevepilcher, #procell, #B2Bseries, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #LinkedInads, #linkedinB2Bseries full false The story behind Tinder's "It Starts with a Swipe" Stephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.

]]> Stephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.

]]> On Strategy Showcase Buzzsprout-16504907 Sun, 26 Jan 2025 11:00:00 -0600 2791 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Tinder, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #Mischief, #edgunn, #stephaniedanzi, #itstartswithaswipe, #tinderswindler, #Tracksuit, #mae, full false How creating doubt created opportunity for B2B brand Informatica The first in our new B2B series, Informatica faced two daunting challenges: an outdated product perception and a formidable, progressive competitive set. We hear how they're using clarity and advocacy to build relationships with key decision makers who needed an outside voice. Thanks to LinkedIn Ads for supporting this new series.

]]> The first in our new B2B series, Informatica faced two daunting challenges: an outdated product perception and a formidable, progressive competitive set. We hear how they're using clarity and advocacy to build relationships with key decision makers who needed an outside voice. Thanks to LinkedIn Ads for supporting this new series.

]]> On Strategy Showcase Buzzsprout-16465754 Sun, 19 Jan 2025 19:00:00 -0600 2335 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #planningforeffective, #B2Bmarketing, @#nformatica, #linkedin, #brettbarash, #gregfischer, #fredandted, , full false Tom Roach and Sarah Newman on APG's AI Initiative What will be the role of Ai in the practice of strategy? From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness (MAE) program for supporting our show.

]]> What will be the role of Ai in the practice of strategy? From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness (MAE) program for supporting our show.

]]> On Strategy Showcase Buzzsprout-16420008 Sun, 12 Jan 2025 13:00:00 -0600 2625 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #APG, #tomroach, #sarahnewman, @aistrategy, #APGAI, full false What happens when Disney and adam&eveDDB get together? The ask was to improve upon an existing Disney concept, but that's not where things ended. We hear about how these two legendary houses of storytelling got together to create "The Boy and the Octopus." Thanks to Adam&EveDDB Strategy Director, Catherine Willoughby for sharing the journey. And to Tracksuit and the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

]]> The ask was to improve upon an existing Disney concept, but that's not where things ended. We hear about how these two legendary houses of storytelling got together to create "The Boy and the Octopus." Thanks to Adam&EveDDB Strategy Director, Catherine Willoughby for sharing the journey. And to Tracksuit and the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-16385225 Sun, 05 Jan 2025 16:00:00 -0600 1957 #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, ##marketingstrategy, #accountplanning, #Disney, #theboyandtheoctopus, #adam&eveDDB, #catherinewilloughby, #storytelling, full false 2024 Media Highlights with Michael Beach We hear how the 2024 election exposed the challenge of reaching consumers, how linear TV has turned into simply Football With a Side of News. About how Netflix is the alpha dog for convergent TV. How TVOS wars are now a main event. And how sports moving to streaming will devastate linear. Thanks to Tracksuit (The Affordable Brand Tracking Solution) and The Master of Advertising Effectiveness Program (MAE.academy) for supporting this episode.

]]> We hear how the 2024 election exposed the challenge of reaching consumers, how linear TV has turned into simply Football With a Side of News. About how Netflix is the alpha dog for convergent TV. How TVOS wars are now a main event. And how sports moving to streaming will devastate linear. Thanks to Tracksuit (The Affordable Brand Tracking Solution) and The Master of Advertising Effectiveness Program (MAE.academy) for supporting this episode.

]]> On Strategy Showcase Buzzsprout-16319605 Fri, 27 Dec 2024 07:00:00 -0600 3426 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #2024mediahighlights, #Michaelbeach, #crossscreenmedia #Fergusocarroll, , full false Live from Chicago: The Holiday Ads Special The Chicago ad community came together for this fun Holiday Ads Special. A sold out crowd watched Christmas ads, laughed, cried and applauded. We guessed how they rated with consumers and then heard the reality. Oops! Thanks to our panelists Joe Nio, CSO at HighDive, Samantha Cescau, Head of Strategy at Leo Burnett, Chad Broude, CCO of Highdive and Andrew Tindall, SVP Partnerships at System1. Thanks also to our live tour sponsors, WARC, Tracksuit and The Effies. And to Highdive for hosting. Happy Holidays and Merry Christmas to everyone.

]]> The Chicago ad community came together for this fun Holiday Ads Special. A sold out crowd watched Christmas ads, laughed, cried and applauded. We guessed how they rated with consumers and then heard the reality. Oops! Thanks to our panelists Joe Nio, CSO at HighDive, Samantha Cescau, Head of Strategy at Leo Burnett, Chad Broude, CCO of Highdive and Andrew Tindall, SVP Partnerships at System1. Thanks also to our live tour sponsors, WARC, Tracksuit and The Effies. And to Highdive for hosting. Happy Holidays and Merry Christmas to everyone.

]]> On Strategy Showcase Buzzsprout-16289612 Mon, 16 Dec 2024 14:00:00 -0600 4423 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Holidayadsspecial, #Joenio, #highdive #samcescau. #leoburnett, #system1, #andrewtindall, #Chadbroude, full false EP#1 Life After Agency Life After years inside agencies, James Hurman of Previously Unavailable, Adrian Ho of Zeus Jones, and Brent Vartan of Bullish share why they left, what they were chasing and how they got there.  The first in a series of episodes on how planners are applying their skills outside of the agency environment. Thanks to Tracksuit and the Master of Advertising Effectiveness (MAE) program for supporting this series.

]]> After years inside agencies, James Hurman of Previously Unavailable, Adrian Ho of Zeus Jones, and Brent Vartan of Bullish share why they left, what they were chasing and how they got there.  The first in a series of episodes on how planners are applying their skills outside of the agency environment. Thanks to Tracksuit and the Master of Advertising Effectiveness (MAE) program for supporting this series.

]]> On Strategy Showcase Buzzsprout-16209062 Mon, 02 Dec 2024 16:00:00 -0600 2903 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Planningontheoutside, #Jameshurman, #bullish, #adrianho, #zuesjones, #Brentvartan, #previouslyunavailable, full false Live from Los Angeles: Brands+Entertainment We talk live with Zoe Fairbourn, Head of Branded Entertainment at Reese Witherspoon’s Hello Sunshine, Marc Gilbar, President of Brands & IP at Imagine Entertainment, Jack Verschleiser, Director of Business Strategy at Superconnector Studios, Aisea Laungaue, Global Partner, Executive Strategy Director at Anomaly, and Jen Costello, Global CSO at TBWA\Chiat\Day. Thank you to Tracksuit, The Effies and WARC for sponsoring our live tour series and TBWA\Chiat\Day for hosting us in Los Angeles.

]]> We talk live with Zoe Fairbourn, Head of Branded Entertainment at Reese Witherspoon’s Hello Sunshine, Marc Gilbar, President of Brands & IP at Imagine Entertainment, Jack Verschleiser, Director of Business Strategy at Superconnector Studios, Aisea Laungaue, Global Partner, Executive Strategy Director at Anomaly, and Jen Costello, Global CSO at TBWA\Chiat\Day. Thank you to Tracksuit, The Effies and WARC for sponsoring our live tour series and TBWA\Chiat\Day for hosting us in Los Angeles.

]]> On Strategy Showcase Buzzsprout-16165674 Sun, 24 Nov 2024 15:00:00 -0600 5131 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #superconnectorstudios, #Hellosunshine, #zoefairbourn #Aisealaungaue, #anomaly #TBWA\CHIAT\DAY, #jencostello, #marcgilbar, @imaginationstudios, @jackverschleiser, #jaegoodman, #warc, #tracksuit, @e full false How McCain's patient commitment to brand-building paid off In 2014, oven chip brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for long-term growth, the nine year journey reduced price elasticity by 47%, raised base sales by 44% and delivered £26 million of net profit. We talk with Mark Hodge of McCain Foods and Roisin Mulroney of adam&eveDDB. Thanks to Tracksuit and the Master of Advertising Effectiveness Program (MAE) for sponsoring this effectiveness episode.

]]> In 2014, oven chip brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for long-term growth, the nine year journey reduced price elasticity by 47%, raised base sales by 44% and delivered £26 million of net profit. We talk with Mark Hodge of McCain Foods and Roisin Mulroney of adam&eveDDB. Thanks to Tracksuit and the Master of Advertising Effectiveness Program (MAE) for sponsoring this effectiveness episode.

]]> On Strategy Showcase Buzzsprout-16129602 Mon, 18 Nov 2024 16:00:00 -0600 3124 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #McCain, #APGAwardGrandPrix, #markhodge, #roisinmulroney, #adam&eveddb, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Live from New York: The Future of Ideas Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024. We're joined by BBDO's Worldwide CCO, Chris Beresford-Hill, W+K NY's Co-CCO, Marques Gartrell, Founder and CEO of Fundamentalco, Jonny Bauer and W+K NY's CSO, Laura Rowan. Thanks to our brilliant Live Tour sponsors: Effie Worldwide, WARC and Tracksuit.

]]> Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024. We're joined by BBDO's Worldwide CCO, Chris Beresford-Hill, W+K NY's Co-CCO, Marques Gartrell, Founder and CEO of Fundamentalco, Jonny Bauer and W+K NY's CSO, Laura Rowan. Thanks to our brilliant Live Tour sponsors: Effie Worldwide, WARC and Tracksuit.

]]> On Strategy Showcase Buzzsprout-16093751 Tue, 12 Nov 2024 17:00:00 -0600 4496 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #W+K, #BBDO, #Chrisberesford-hill, ##jonnybauer, #fundamentalco, #laurarowan, #marquesgartrell, #Thefutureofideas, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false How Cheetos flipped a negative feature into a positive vibe Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joined by Flavia Simoes of Cheetos and Jacob Sperla of Goodby Silverstein & Partners.  Thanks to Effie Worldwide and the Master of Advertising Effectiveness (MAE) program for their commitment to effective work and to our show.

]]> Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joined by Flavia Simoes of Cheetos and Jacob Sperla of Goodby Silverstein & Partners.  Thanks to Effie Worldwide and the Master of Advertising Effectiveness (MAE) program for their commitment to effective work and to our show.

]]> On Strategy Showcase Buzzsprout-16041248 Sun, 03 Nov 2024 17:00:00 -0600 2125 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast #GoodbySilverstein, #GS&P, #Cheetos, #Cheetle, #cheeltedust, #flaviasimoes, #jacobsperla, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, #Goldeffiewinner, #Effieworld full false Workday's Rockstars campaign and its Effie-winning goal While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is. A B2B Effie award-winner, hear why the client's goal was to do award-winning work. Thanks to the Effies for supporting our show. See the creative work on our website and connect with our guests.

]]> While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is. A B2B Effie award-winner, hear why the client's goal was to do award-winning work. Thanks to the Effies for supporting our show. See the creative work on our website and connect with our guests.

]]> On Strategy Showcase Buzzsprout-16021975 Thu, 31 Oct 2024 07:00:00 -0500 2602 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Effie, #effiegold, #B2bmarketing, #Workday, #ogilvy, #JaredGruner, #ErikPeterson, #Rockstars, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Burger King's buzz-building "Bundles of Joy" campaign Built on the observation that after child birth most moms are starving and many crave Burger King, BK launched Bundles of Joy. Controversial to some, liberating to others, the idea caught fire in the media. We talk with Burger King's UK CMO, Katie Evans and BBH London's Head of Strategy, Saskia Jones. Thanks to Jira and Tracksuit for supporting our show.

]]> Built on the observation that after child birth most moms are starving and many crave Burger King, BK launched Bundles of Joy. Controversial to some, liberating to others, the idea caught fire in the media. We talk with Burger King's UK CMO, Katie Evans and BBH London's Head of Strategy, Saskia Jones. Thanks to Jira and Tracksuit for supporting our show.

]]> On Strategy Showcase Buzzsprout-15997776 Sun, 27 Oct 2024 14:00:00 -0500 2289 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Katieevans, #BurgerKing, #CMOtalks, #sasikajones, #sasjones, #BBHLondon, #bundlesofjoy, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Live from London: Martin Weigel, Lucy Jameson and Martin Beverley We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don’t. About the opportunity that exists in the “unloved surface areas of brands.” And about the people who professionally inspired each of these three great talents. This episode was recorded in front of a live audience at Uncommon’s offices in London. Thanks to Tracksuit, WARC and Effie for sponsoring our live tour series.

]]> We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don’t. About the opportunity that exists in the “unloved surface areas of brands.” And about the people who professionally inspired each of these three great talents. This episode was recorded in front of a live audience at Uncommon’s offices in London. Thanks to Tracksuit, WARC and Effie for sponsoring our live tour series.

]]> On Strategy Showcase Buzzsprout-15957913 Wed, 23 Oct 2024 06:00:00 -0500 2776 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #MartinWeigel, #Uncommonlondon, #OnStrategyShowcaseLivetour, #effie, #tracksuit, #WARC, #lucyjameson, #martinbeverley, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false The Titanium-winning Marina Prieto campaign from JCDecaux & David A masterclass in demonstrating the creative effectiveness of a medium or message. A Titanium Winner at Cannes and sure to be multiple Effie winner this year. We're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid. Thanks to both Jira and Tracksuit for sponsoring this episode.

]]> A masterclass in demonstrating the creative effectiveness of a medium or message. A Titanium Winner at Cannes and sure to be multiple Effie winner this year. We're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid. Thanks to both Jira and Tracksuit for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-15938772 Thu, 17 Oct 2024 12:00:00 -0500 2515 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #ricardoperez, #Danielabombonato, #David, #JCDecuax, #marinaprieto, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Pot Noodle's brilliant, Effie-winning response to a failed product launch Inspired by Carlsberg and KFC, Pot Noodle designed a response to a product fail that lifted both the brand and the relaunched product to unexpected levels. By embracing its failure and using honesty as entertainment in a social only campaign, the brand extension was saved. Thanks to the Effie's for sponsoring this series. More at effie-org.

]]> Inspired by Carlsberg and KFC, Pot Noodle designed a response to a product fail that lifted both the brand and the relaunched product to unexpected levels. By embracing its failure and using honesty as entertainment in a social only campaign, the brand extension was saved. Thanks to the Effie's for sponsoring this series. More at effie-org.

]]> On Strategy Showcase Buzzsprout-15916663 Sun, 13 Oct 2024 10:00:00 -0500 2546 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #tomclaridge, #oliveragency, #unilever, #lostthepot, #potnoodles, #productlaunchfail, #productfailure, #marketing, #advertising, #marketingstrategy, #Fergus, full false Classics episode: Harvey Keitel for Direct Line insurance An APG Gold winner in 2015, Richard Huntington, CSO at Saatchi, London shares the strategy that delivered six years of consistent growth. And the nervous CEO who tried to kill it. See the work on our website. Thanks to JIRA and The Master of Advertising Effectiveness for sponsoring this episode.

]]> An APG Gold winner in 2015, Richard Huntington, CSO at Saatchi, London shares the strategy that delivered six years of consistent growth. And the nervous CEO who tried to kill it. See the work on our website. Thanks to JIRA and The Master of Advertising Effectiveness for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-15876435 Mon, 07 Oct 2024 08:00:00 -0500 2062 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Saatchi&SaatchiLondon, #Saatchi&Saatchi, #richardhuntington, #Directline, #Harveykeitel, #APGGoldwinner, #APGoldbutgold, #marketing, #advertising, #marketingstrategy, #Fergus, full false The truth behind the Michael Cera campaign Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he lead while at Ogilvy. Frustrated by how it was being told, he shares the reality. Thanks to JIRA for sponsoring this episode and to Tracksuit for supporting our show.

]]> Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he lead while at Ogilvy. Frustrated by how it was being told, he shares the reality. Thanks to JIRA for sponsoring this episode and to Tracksuit for supporting our show.

]]> On Strategy Showcase Buzzsprout-15863579 Thu, 03 Oct 2024 11:00:00 -0500 3783 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #BBDO, #Michaelcera, #Ogilvy, #chrisberesford-hill, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false How Michelob Ultra’s “Social Athlete” reframed lite beer While we're live in London this week, this show's a brilliant rerun. It's not typical to associate a beer brand with an active lifestyle, but that's exactly the opportunity Michelob Ultra’s planning team discovered. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this episode. Back live next week.

]]> While we're live in London this week, this show's a brilliant rerun. It's not typical to associate a beer brand with an active lifestyle, but that's exactly the opportunity Michelob Ultra’s planning team discovered. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this episode. Back live next week.

]]> Fergus O’Carroll Buzzsprout-15798670 Thu, 26 Sep 2024 03:00:00 -0500 3098 full false Classics Episode: Redefining the Value of a Vote It shocked us back in 1997 and won an APG Gold. But the question is, given the everyday nature of corrosive and extreme political behavior, have we now become immune to it? You be the judge. Thank you to Jira and The Master of Advertising Effectiveness (MAE) for sponsoring this episode.

]]> It shocked us back in 1997 and won an APG Gold. But the question is, given the everyday nature of corrosive and extreme political behavior, have we now become immune to it? You be the judge. Thank you to Jira and The Master of Advertising Effectiveness (MAE) for sponsoring this episode.

]]> On Strategy Showcase Buzzsprout-15796103 Mon, 23 Sep 2024 02:00:00 -0500 2922 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Nikkicrumpton, #BMP, #Ministryofsound, #apggold, #oldbutgold, #Thevote, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Pop-Tarts 2024 Gold Effie Pop-Tartigans social hit This socially rooted campaign won for influencer marketing. We're joined by Jenny Lindquist of Kellanova and Mathew Clay of Weber Shandwick. Thanks to the Effies for supporting this episode. You can see the work one our website at onstrategyshowcase.com. 

]]> This socially rooted campaign won for influencer marketing. We're joined by Jenny Lindquist of Kellanova and Mathew Clay of Weber Shandwick. Thanks to the Effies for supporting this episode. You can see the work one our website at onstrategyshowcase.com. 

]]> On Strategy Showcase Buzzsprout-15781266 Thu, 19 Sep 2024 10:00:00 -0500 2658 #fergusocarroll, #onstrategyshowcase, #poptartigans, #grandmaera, #onstrategypodcast, #jennylindquist, #matthewclay, #poptarts, #kellanova, #webershandwick, #effies, #goldeffie, #socialstrategy, #socialmarketing, #marketingstrategy, #Fergus full false Doordash's Titanium Grand Prix winning Super Bowl initiative from W+K The "Doordash-all-the-Ads" Super Bowl initiative won the Titanium Grand Prix at Cannes this year. It was an audacious idea that got eight million submissions and 11.9 billion earned impressions. Thanks to Jira and Tracksuit for supporting our show.

]]> The "Doordash-all-the-Ads" Super Bowl initiative won the Titanium Grand Prix at Cannes this year. It was an audacious idea that got eight million submissions and 11.9 billion earned impressions. Thanks to Jira and Tracksuit for supporting our show.

]]> On Strategy Showcase Buzzsprout-15756520 Mon, 16 Sep 2024 07:00:00 -0500 2128 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #andylindblade, #henrylambert, #W+K, #Doordash, #Doordashalltheads, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus full false The Martin Agency and US Cellular on using tension to get attention What are the implications of owning and admitting your category’s achilles heel? US Cellular's CMO, Eric Jagher and The Martin Agency's CBO, Elizabeth Paul share the story behind the latest work from the brand that encourages us to connect to what really matters. Thanks to Jira, the project management platform, for sponsoring this episode. More at jira.com.

]]> What are the implications of owning and admitting your category’s achilles heel? US Cellular's CMO, Eric Jagher and The Martin Agency's CBO, Elizabeth Paul share the story behind the latest work from the brand that encourages us to connect to what really matters. Thanks to Jira, the project management platform, for sponsoring this episode. More at jira.com.

]]> On Strategy Showcase Buzzsprout-15740517 Thu, 12 Sep 2024 07:00:00 -0500 2477 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #nonfictionresearch, #nonfiction, #Themartinagency, #USCellular, #Ericjagher, #alanismorrisette, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false Classics Episode: Sainsbury's Try Something New Today Craig Mawdsley shares the story behind this APG Grand Prix award-winning campaign from 2007. The campaign drove £1.8 billion in revenue for the British grocery store chain in the first two years... £1.14 at a time. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness Program for making this episode possible. More at gotracksuit.com and MAE.academy.

]]> Craig Mawdsley shares the story behind this APG Grand Prix award-winning campaign from 2007. The campaign drove £1.8 billion in revenue for the British grocery store chain in the first two years... £1.14 at a time. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness Program for making this episode possible. More at gotracksuit.com and MAE.academy.

]]> On Strategy Showcase Buzzsprout-15716142 Sun, 08 Sep 2024 22:00:00 -0500 2456 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #craigmawdsley, #AMVBBDO, #Craig+Bridget, #Bridgetangear, #APGGrandPrix, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus full false Turning bar codes into cookies with OREO "Codes" Milk's favorite cookie, losing share, finds new ways to bring shoppers across aisles. In this 2024 Gold Effie Award-winning initiative, Mondelez's Anne Martin and VML's Christina Ryan share the story behind OREO Codes, the idea that turns bar codes into cookie stacks... and savings. Thanks to the Effies for supporting our show and this new 2024 awards series. 

]]> Milk's favorite cookie, losing share, finds new ways to bring shoppers across aisles. In this 2024 Gold Effie Award-winning initiative, Mondelez's Anne Martin and VML's Christina Ryan share the story behind OREO Codes, the idea that turns bar codes into cookie stacks... and savings. Thanks to the Effies for supporting our show and this new 2024 awards series. 

]]> On Strategy Showcase Buzzsprout-15697766 Thu, 05 Sep 2024 06:00:00 -0500 1831 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #OREOS, #OREOCODES, #VML, #christinaryan, #Mondelez, #Annemartin, #EFFIES, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus full false Classics Episode: Dixons on hijacking your competitor's strengths Dixons overcame its significant weaknesses by hijacking its competitors strengths. A brilliant APG Grand Prix award winner from 2011, its irreverent tone made it feel like the brand was on the side of the consumer, not just selling to them. Thanks to our friends at Jira (the project management platform) for sponsoring this episode. More at jira.com.

]]> Dixons overcame its significant weaknesses by hijacking its competitors strengths. A brilliant APG Grand Prix award winner from 2011, its irreverent tone made it feel like the brand was on the side of the consumer, not just selling to them. Thanks to our friends at Jira (the project management platform) for sponsoring this episode. More at jira.com.

]]> On Strategy Showcase Buzzsprout-15677471 Mon, 02 Sep 2024 06:00:00 -0500 2309 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Jira, #APGAwards, #Richardstorey, #neilgodber, #MCSaatchi, #VML, #accountplanning, #marketing, #advertising, #Dixons, #marketingstrategy, #Fergus full false Why Matthew McConaughey's helping Salesforce reposition We're joined by Kim Baffi and Darren Brady-Harris to talk about the in-house Matthew McConaughey campaign designed to position Salesforce as the only trustworthy B2B Generative AI provider. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible. More at gotracksuit.com

]]> We're joined by Kim Baffi and Darren Brady-Harris to talk about the in-house Matthew McConaughey campaign designed to position Salesforce as the only trustworthy B2B Generative AI provider. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible. More at gotracksuit.com

]]> On Strategy Showcase Buzzsprout-15638635 Mon, 26 Aug 2024 08:00:00 -0500 1919 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #matthewmcconaughey, #darrenbrandyharris, #strategy, #kimbaffi, #fergusocarroll, #salesforce, #advertising, #marketing full false How "Purpose" can lead to bad marketing, with Nick Asbury In his new book, The Road to Hell, Nick talks about the myth of "Purpose" being a market-driven phenomenon and the contagion he feels truly drove its growth. A fascinating conversation. Thanks to the Master of Advertising Effectiveness (MAE) program for supporting our show. Learn more at mae.academy.

]]> In his new book, The Road to Hell, Nick talks about the myth of "Purpose" being a market-driven phenomenon and the contagion he feels truly drove its growth. A fascinating conversation. Thanks to the Master of Advertising Effectiveness (MAE) program for supporting our show. Learn more at mae.academy.

]]> On Strategy Showcase Buzzsprout-15602065 Sun, 18 Aug 2024 16:00:00 -0500 2374 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #strategy, #fergusocarroll, #Nickasbury, #Theroadtohellbook, #purpose, full false Classics Episode: Kit Kat on giving yourself a break Kit Kat debated whether to update its “Have a break” platform or to abandon it. This APG Grand Prix winning campaign from 2003 is about the peril of becoming so ubiquitous that you’re no longer noticed. About all the brand signals looking strong, while profitability was in decline. Fern Miller, the planner on the account at then JWT, shares the journey and the pivot. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) for supporting our show. Learn more at gotracksuit.com.

]]> Kit Kat debated whether to update its “Have a break” platform or to abandon it. This APG Grand Prix winning campaign from 2003 is about the peril of becoming so ubiquitous that you’re no longer noticed. About all the brand signals looking strong, while profitability was in decline. Fern Miller, the planner on the account at then JWT, shares the journey and the pivot. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) for supporting our show. Learn more at gotracksuit.com.

]]> On Strategy Showcase Buzzsprout-15565589 Mon, 12 Aug 2024 06:00:00 -0500 1552 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #marketingeffectiveness, #accountplanning, #strategy, #fergusocarroll, #APGLONDON, #fernmiller, #Nestle, #kitkat, #kitkatcasestudy, #APGGrandprix, #APGGold, full false Nike & the culture of W+K with CSO, Andy Lindblade Originally recorded in May 2020, this is a wonderfully refreshing and inspiring conversation about strategy and Wieden's approach to it. We hear about the importance of breaking institutional practices as a way to unearth opportunity hidden by "scar tissue." About the history of what defines Nike over time and the brand truth in everything it undertakes. And we talk about iconic Levis work. Thanks to The Master of Advertising Effectiveness Program (MAE) for making this episode possible. Lean more about this amazing online program at www.mae.academy.

]]> Originally recorded in May 2020, this is a wonderfully refreshing and inspiring conversation about strategy and Wieden's approach to it. We hear about the importance of breaking institutional practices as a way to unearth opportunity hidden by "scar tissue." About the history of what defines Nike over time and the brand truth in everything it undertakes. And we talk about iconic Levis work. Thanks to The Master of Advertising Effectiveness Program (MAE) for making this episode possible. Lean more about this amazing online program at www.mae.academy.

]]> On Strategy Showcase Buzzsprout-15527814 Mon, 05 Aug 2024 06:00:00 -0500 3702 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #strategy, #fergusocarroll, #Andylindblade, #Nikeinsights, #Levisinsights, #W+KPortland, #Wiedenandkennedy, #insights, full false Classics Episode: The Economist's "white on red" campaign The original strategist on The Economist, Laura Marks, CBE shares the unlocks that shaped its decades-long campaign. A Gold Award winner from 1993, it's part of our Classics series with APG London, and is timeless in its lessons for marketers. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this series.

]]> The original strategist on The Economist, Laura Marks, CBE shares the unlocks that shaped its decades-long campaign. A Gold Award winner from 1993, it's part of our Classics series with APG London, and is timeless in its lessons for marketers. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this series.

]]> On Strategy Showcase Buzzsprout-15484078 Mon, 29 Jul 2024 08:00:00 -0500 2208 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Theeconomist, #APGLondon, #Lauramarks, #APGAwards, #oldbutgoldseries, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false Inside audible’s "There's more to imagine when you listen." Fold7's CSO, Yelena Gaufman shares the journey they've taken with audible resulting in this first global campaign. See all the creative work on our website. And thanks to the Master of Advertising Effectiveness Program (MAE.academy) for supporting our show. We love those guys.

]]> Fold7's CSO, Yelena Gaufman shares the journey they've taken with audible resulting in this first global campaign. See all the creative work on our website. And thanks to the Master of Advertising Effectiveness Program (MAE.academy) for supporting our show. We love those guys.

]]> On Strategy Showcase Buzzsprout-15443961 Mon, 22 Jul 2024 06:00:00 -0500 1658 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Fold7, #yelenagaufman, #audible, #MAE, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false How Mischief and CMO, George Felix are refreshing Chili's George was the marketer behind Old Spice, KFC and Tinder. He's now at Chili's Grill & Bar working again with Mischief to reframe the 50 year old brand. We're joined by Mischief CSO, Jeff McCrory. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show. Learn more at gotracksuit.com.

]]> George was the marketer behind Old Spice, KFC and Tinder. He's now at Chili's Grill & Bar working again with Mischief to reframe the 50 year old brand. We're joined by Mischief CSO, Jeff McCrory. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show. Learn more at gotracksuit.com.

]]> Fergus O’Carroll Buzzsprout-15405423 Mon, 15 Jul 2024 07:00:00 -0500 3035 full false The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS Today it's voices of the research industry on why they feel pre-testing is useful. Some strong, supportive points are made and some glaring gaps are identified. I hope the conversation is helpful for those considering what's right for their campaigns. My advice? Ask granular questions and experience the process first-hand. Thanks to Jon and Pedr for participating. They're both genuinely interested in creative effectiveness. 

]]> Today it's voices of the research industry on why they feel pre-testing is useful. Some strong, supportive points are made and some glaring gaps are identified. I hope the conversation is helpful for those considering what's right for their campaigns. My advice? Ask granular questions and experience the process first-hand. Thanks to Jon and Pedr for participating. They're both genuinely interested in creative effectiveness. 

]]> On Strategy Showcase Buzzsprout-15372895 Mon, 08 Jul 2024 05:00:00 -0500 3320 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #advertisingeffectiveness, #marketingstrategy, #creativeeffectiveness, #pretestingdebate, #accountplanning, #System1, #jonevans, #pedrhoward, #ipsos, #creativeresearch, adtesting full false CFO/CMO Series Ep#3, S&P Global The last episode in this series focuses on B2B. We talk with S&P Global's CFO, Grace Lee and CMO, Alice Cherry. In B2B, there’s a harsher reality for marketers. The conversations are more practical. There’s a tendency toward the short term, and a perceived difficulty in tracking KPIs and attribution evidence, which makes it FEEL more difficult to make the case for investment. Thanks to our series sponsor Analytic Partners, the global commercial analytics provider.

]]> The last episode in this series focuses on B2B. We talk with S&P Global's CFO, Grace Lee and CMO, Alice Cherry. In B2B, there’s a harsher reality for marketers. The conversations are more practical. There’s a tendency toward the short term, and a perceived difficulty in tracking KPIs and attribution evidence, which makes it FEEL more difficult to make the case for investment. Thanks to our series sponsor Analytic Partners, the global commercial analytics provider.

]]> On Strategy Showcase Buzzsprout-15324821 Sun, 30 Jun 2024 09:00:00 -0500 1964 #Fergusocarroll, #CFO/CMO Series, #b2bmarketing, #onstrategyshowcase, #alicecherry, #gracelee, #onstrategypodcast, #advertising, #marketingstrategy, #accountplanning, #S&PGlobal, #themartinagency, full false Live from Dublin: Voices of Irish marketing We kick-off our 2024 "Live from..." tour in Dublin. We discuss how a country with such incredible achievements in the arts is finding its confidence in marketing. Check out Irish agency work on this episode's page on our site. Grainne Wafer of Diageo, Karen Martin of BBH, Rory Hamilton of Boys & Girls, Michelle Spillane of Paddy Powers and Patrick Hickey formerly of Rothco, join me at The Guinness Storehouse in Dublin. Thanks to Analytic Partners, LinkedIn and Guinness for their support.

]]> We kick-off our 2024 "Live from..." tour in Dublin. We discuss how a country with such incredible achievements in the arts is finding its confidence in marketing. Check out Irish agency work on this episode's page on our site. Grainne Wafer of Diageo, Karen Martin of BBH, Rory Hamilton of Boys & Girls, Michelle Spillane of Paddy Powers and Patrick Hickey formerly of Rothco, join me at The Guinness Storehouse in Dublin. Thanks to Analytic Partners, LinkedIn and Guinness for their support.

]]> Fergus O’Carroll Buzzsprout-15289858 Mon, 24 Jun 2024 07:00:00 -0500 3282 full false Meet the brand-side architects of effectiveness In Ep#3 of our 2024 Effectiveness Series, we talk with Jorge Ruiz, Global Head of Marketing Sciences at TikTok and Sorin Patilinet, Sr. Dir. Global Marketing Effectiveness at MARS. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.

]]> In Ep#3 of our 2024 Effectiveness Series, we talk with Jorge Ruiz, Global Head of Marketing Sciences at TikTok and Sorin Patilinet, Sr. Dir. Global Marketing Effectiveness at MARS. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.

]]> On Strategy Showcase Buzzsprout-15258354 Sun, 16 Jun 2024 17:00:00 -0500 2220 #Fergusocarroll, #galeagency, #bradsimms, #onstrategyshowcase, #onstrategypodcast, #MARS, #sorinpatilinet, #jorgeruiz, #tiktok, #2024marketingeffectivenessseries, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false How AXE deodorant rediscovered its sweet spot In its latest campaign from LOLA MullenLowe, AXE may have once again found its sweet spot with young men.  We talk about it with Caroline Gregory, Global Brand Director at Unilever and Federico Duberti, Global Business Leader at IPG. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) and the Master of Advertising Effectiveness (MAE) Program for supporting our show.

]]> In its latest campaign from LOLA MullenLowe, AXE may have once again found its sweet spot with young men.  We talk about it with Caroline Gregory, Global Brand Director at Unilever and Federico Duberti, Global Business Leader at IPG. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) and the Master of Advertising Effectiveness (MAE) Program for supporting our show.

]]> On Strategy Showcase Buzzsprout-15233369 Wed, 12 Jun 2024 05:00:00 -0500 2431 #AXEeffect, @AXE/Lynx, #Fergusocarroll, #LOLAMullenlowe, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #marketingstrategy, #federicoduberti #carolinegregory, full false Magnum Ice Cream on creating new use occasions If your product has a level of seasonality or occasion, then this is an episode for you.  In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. We hear about what influences that behavior and the role of mental and physical availability. Thanks to Analytic Partners and to Tracksuit for supporting our show.

]]> If your product has a level of seasonality or occasion, then this is an episode for you.  In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. We hear about what influences that behavior and the role of mental and physical availability. Thanks to Analytic Partners and to Tracksuit for supporting our show.

]]> Fergus O’Carroll Buzzsprout-15168605 Mon, 03 Jun 2024 02:00:00 -0500 2086 full false Les Binet and Sarah Carter on what's next in effectiveness In Ep#2 of our 2024 Effectiveness Series, we talk with Les Binet and Sarah Carter about what's next in effectiveness and about the landscape of pre-testing. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.

]]> In Ep#2 of our 2024 Effectiveness Series, we talk with Les Binet and Sarah Carter about what's next in effectiveness and about the landscape of pre-testing. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.

]]> On Strategy Showcase Buzzsprout-15131914 Tue, 28 May 2024 03:00:00 -0500 3501 #4Psthinking, #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #lesbinet, #advertisingeffectiveness, #marketingeffectiveness, #advertisingeffectiveness2024, #GALEagency, #sarahcarter, #adam&eveddb, #accountplanning, #strategicplanning, #advertisi full false Hendrick's Gin: the launch that ignored the norms Hendrick’s created the super premium category in gin. It has built many distinctive brand assets: among them its visual identity, which harkens back to the Victorian era, even though the product was first created in 2000. Muiris O Riada, Global Brand Director joins us from Dublin.

]]> Hendrick’s created the super premium category in gin. It has built many distinctive brand assets: among them its visual identity, which harkens back to the Victorian era, even though the product was first created in 2000. Muiris O Riada, Global Brand Director joins us from Dublin.

]]> Hendrick's Gin Buzzsprout-15092169 Mon, 20 May 2024 17:00:00 -0500 2245 #muirisoriada, #hendricksgin, #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #marketingstrategy, full false 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 low cost airline. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring. Learn more at MAE.academy.

]]> 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 low cost airline. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring. Learn more at MAE.academy.

]]> On Strategy Showcase Buzzsprout-15079334 Thu, 16 May 2024 06:00:00 -0500 2648 #Ryanair, #Fergusocarroll, #airlinemarketing, #brandstrategy, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #Michaelcorcoran, #marketingstrategy, #advertising, #marketingcasestudy full false 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 corporate brand. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this series. More at gotracksuit.com.

]]> 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 corporate brand. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this series. More at gotracksuit.com.

]]> On Strategy Showcase Buzzsprout-15054165 Sun, 12 May 2024 13:00:00 -0500 2751 #MGMResorts, #Fergusocarroll, ##onstrategyshowcase, #onstrategypodcast, #accountplanning, #Georgefelix, #sarahmoore, #marketingstrategy, #advertising, #Chili's, #corporatebrand, #portfoliomanagement, #marketingcasestudy, #marketingeffectiveness, #britonta full false 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. Learn more at MAE.academy.

]]> 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. Learn more at MAE.academy.

]]> On Strategy Showcase Buzzsprout-15039369 Thu, 09 May 2024 08:00:00 -0500 2306 #Hiltonforthestay, #Hilton, #Fergusocarroll, #brandstrategy, #brandvalue, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #Jamessowden, #Danreynolds #marketingstrategy, #advertising, #Forthestay, #marketingcasestudy full false 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 can make it more effective, for less. Thanks to GALE (the business agency for companies that want to drive growth) for sponsoring this year's effectiveness series. Learn more at www.GALE.agency

]]> 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 can make it more effective, for less. Thanks to GALE (the business agency for companies that want to drive growth) for sponsoring this year's effectiveness series. Learn more at www.GALE.agency

]]> On Strategy Showcase Buzzsprout-15011940 Sun, 05 May 2024 12:00:00 -0500 2644 #marketingeffectiveness, #marketingstrategy, #advertisingeffectiveness, #adammorgan, #onstrategyshowcase, #gale, #onstrategypodcast, #fergusocarroll, #strategicplanning, # full false 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.

]]> 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.

]]> On Strategy Showcase Buzzsprout-14999325 Thu, 02 May 2024 14:00:00 -0500 1990 #Onstrategyshowcase, #pepsi, #thirstyformore, #markkirkham, #cmo, #onstrategypodcast, #advertising, #accountplanning, #strategicplanning, #brandplatform, #fergusocarroll, #marketingstrategy, #casestudies, full false 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 management. Thanks to Analytic Partners (The leader in commercial analytics) for sponsoring this series. More at www.analyticpartners.com/onstrategy

]]> 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 management. Thanks to Analytic Partners (The leader in commercial analytics) for sponsoring this series. More at www.analyticpartners.com/onstrategy

]]> On Strategy Showcase Buzzsprout-14969142 Sun, 28 Apr 2024 11:00:00 -0500 2531 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #LaZBoy, #boblucian, #christyhoskins, #CFOCMOseries, #CFO/CMO, #CFO, #marketingstrategy, #advertising, #marketingcasestudy full false 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 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.) More at www.gotracksuit.com

]]> 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.) More at www.gotracksuit.com

]]> On Strategy Showcase Buzzsprout-14944464 Tue, 23 Apr 2024 17:00:00 -0500 2653 #Onstrategyshowcase, #Molsoncoors, #sofiacolluci, #cmo, #comconversation, #onstrategypodcast, #advertising, #accountplanning, #strategicplanning, #sofiahernandez, #tiktok, #fergusocarroll, #davidchriswick, #orangetheoryfitness, #marketingstrategy, #casest full false 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 Advertising Effectiveness program (MAE) for sponsoring this episode. More at MAE.academy.

]]> 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.

]]> Uber Eats Buzzsprout-14923552 Sat, 20 Apr 2024 11:00:00 -0500 2849 #ubereats, #Fergusocarroll, #brandstrategy, #brandvalue, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #daniellehawley, #celiagarforth, #specialgroup #marketingstrategy, #advertising, #marketingcasestudy, #tonightI'llbeeating, full false 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 analytics.) Learn more at www.analyticpartners.com/onstrategy

]]> 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

]]> CFO/CMO Series Buzzsprout-14885795 Sun, 14 Apr 2024 11:00:00 -0500 3987 #CFO, #CMO, CFO/CMOseries, #jonniecahill, #timothybodart, #heinekenUSA, #fergusocarroll, #marketingstrategy, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #marketingstrategy, #advertising, #marketing, @analyticpartners, full false 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, 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14843880 Sun, 07 Apr 2024 15:00:00 -0500 3031 #heathermalenshek, #landolakes, #stephaniejacoby, #tracksuitbrandtracking, #gotracksuit, #diageomarketing, #smirnoffvodka, #dominospizza, @katetrumbull, #fergusocarroll, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #grownupbrands, #maturebra full false "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 had over 3 billion video views with 73% aided awareness in the U.S. I talk with the organization's CEO, Ken Calwell.

]]> "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.

]]> On Strategy Showcase Buzzsprout-14792671 Sun, 31 Mar 2024 09:00:00 -0500 2420 #hegetsus, #kencalwell, #lermaagency, #jesuslove, #religiousskeptics, #billmckendry, #accountplanning, #advertising, #marketing, #onstrategyshowcase, #onstrategypodcast, #superbowladvertising, #brandhaven, full false 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. An almost spiritual wild. And it's all done in-house. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14756213 Sun, 24 Mar 2024 13:00:00 -0500 2879 #YETI, #builtforthewild, #pauliedery, #fergusocarroll, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #advertising, #marketing, #internalagency,, full false 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 (affordable brand tracking for modern-day brands) for sponsoring this episode.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14704531 Sun, 17 Mar 2024 09:00:00 -0500 1583 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #annascottphilips, #daveskillerbread, #cristinawatson, #brandstrategy, #advertising, #TRG, , full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14660640 Sun, 10 Mar 2024 12:00:00 -0500 1951 #ginafong, #northwesternuniversity, #ethnography, #fergusocarroll, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #culture, #advertising, #marketing, full false 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 versus paid. And both create their campaigns internally. Thanks to Tracksuit (affordable brand tracking for modern-day brands) for sponsoring this series.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14618845 Sun, 03 Mar 2024 13:00:00 -0600 2783 #fergusocarroll, #onstrategypodcast, #scaleups, #startups, #onstrategyshowcase, #Danmurphy, #zachkitschke, #canva, #liquiddeath, #accountplanning, #brandstrategy, #advertising, full false 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. Thank to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode. 

]]> 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. 

]]> Michael Beach Buzzsprout-14572319 Mon, 26 Feb 2024 07:00:00 -0600 2575 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #michaelbeach, #crossscreenmedia, #Thestreamingmedialandscape, #accountplanning, #brandstrategy, #advertising, #, full false 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 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14525200 Tue, 20 Feb 2024 07:00:00 -0600 2462 full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14433211 Sat, 03 Feb 2024 14:00:00 -0600 2368 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #jonnyewels, #Miniclubman, #accountplanning, #brandstrategy, #advertising, #mediamonks, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14391899 Sun, 28 Jan 2024 11:00:00 -0600 2609 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Edcotton, #stevewalls, #consequencesofchange, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false 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. Marketing Strategy Director at Spotify. Thanks to WARC for sponsoring this three episode series. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-14347207 Mon, 22 Jan 2024 07:00:00 -0600 2775 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #jongittings, #elizakaplan, #OMD, #wavemaker, #Davidbroad, #spotify, #accountplanning, #brandstrategy, #advertising, #WARC, #connectionsplanning, #commsstrategy, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14291741 Mon, 15 Jan 2024 08:00:00 -0600 2253 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Edgunn, #Mischiefusa, #greghahn, #Nicoleparlapiano, #tubi, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #rabbithole, full false 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 WARC for sponsoring this three episode series. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-14255194 Mon, 08 Jan 2024 07:00:00 -0600 2436 #fergusocarroll, #onstrategypodcast, #stephanieehiu, #tbwa/chiat/day, #onstrategyshowcase, #jonathandaly, #johannesleonardo, #Brandonsollis, #annex88, #connectionsplanning, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false 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.  

]]> 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.  

]]> Fergus O’Carroll Buzzsprout-14194409 Fri, 22 Dec 2023 15:00:00 -0600 2884 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Markritson, #Top10marketingmomentsof2023, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false 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 Planning in the ever increasing canvas of marketing strategy. Thanks to WARC for sponsoring this three episode series.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14161527 Sun, 17 Dec 2023 13:00:00 -0600 3274 #fergusocarroll, #onstrategypodcast, #endaconway, #Connectionsroleineffectiveness, #onstrategyshowcase, #Brianbrydon, #publicis, #Bennilsen, #droga5, #Connectionsplanning, #BBDOWorldwide, #BBDONY, , #accountplanning, #brandstrategy, #advertising, #marketi full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14119511 Sun, 10 Dec 2023 08:00:00 -0600 2538 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Robcampbell, #delivereasy, #jeanmexted, #accountplanning, #brandstrategy, #advertising, #PlanningforEffectiveOutcomes full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-14075985 Sat, 02 Dec 2023 13:00:00 -0600 2775 #fergusocarroll, #onstrategypodcast, #archetypalbranding, #ehrenbergbass, #marswrigley, #onstrategyshowcase, #BBDO, #rankincarroll, #Jamesmiller, #you'renotyouwhenyou'rehungry, #snickers, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, full false 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 Advertising Effectiveness (MAE) program for sponsoring our show.

]]> 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.

]]> Mark Ritson Buzzsprout-13995682 Sat, 18 Nov 2023 15:00:00 -0600 2848 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #markritson, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #planningforeffectiveoutcomes, full false 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 Advertising Effectiveness Program for sponsoring this episode.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13952608 Sat, 11 Nov 2023 17:00:00 -0600 1798 #fergusocarroll, #onstrategypodcast, #pharmamarketing, #onstrategyshowcase, #TheGatelondon, #Kitaltin, #humanpsychology, #replens, #featuresversusbenefits, #accountplanning, #brandstrategy, #advertisingstrategy, #marketingstrategy, full false 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 and about the need for the U.S. to establish universal effectiveness principles.  Thanks to Tracksuit and WARC for sponsoring this series.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13907436 Sat, 04 Nov 2023 13:00:00 -0500 2905 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #MischiefUSA, #collemcvoy, #TheCommunity, #JohnDoyle, #leemaicon, #futureproofingyourstrategydepartment, #accountplanning, #brandstrategy, #advertising full false 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-13863290 Sat, 28 Oct 2023 11:00:00 -0500 2218 #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, ##marketingstrategy, #accountplanning, #Discoverbank, #jencostello, #stephanieberenson, #TBWA/CHIAT/DAY, full false 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 WARC and Tracksuit for sponsoring this three episode series.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13822413 Sun, 22 Oct 2023 09:00:00 -0500 2940 #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, ##marketingstrategy, #accountplanning, #futureproofyourstrategydepartment, #mellehock, #edelman, #kimeinan, #starcom, #danhill, #W+K, #wiedenandkennedy, #tracksuit, #WARC full false 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 this week's episode. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-13773209 Fri, 13 Oct 2023 12:00:00 -0500 3094 full false 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 new strategy, living with constant change and shape shifting for the next generation.  Thanks to WARC and Tracksuit for sponsoring this three episode series.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13736908 Sun, 08 Oct 2023 09:00:00 -0500 3819 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #FutureProofingYourStrategyDepartmentEp1, #TomMorton, #R/GA #Bonniewan, #goodby, #johngibson, #themartinagency, full false 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 award-winning journey.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13698973 Mon, 02 Oct 2023 11:00:00 -0500 2651 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Heinzketchup, #Julianmorgan, #mikedubrick, #KraftHeinz, #Ketchupfraud, #vintagedrip, full false 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, 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13644824 Sat, 23 Sep 2023 13:00:00 -0500 2140 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #GALE, #Chipotle, #Foodwithintegrity, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, #jasonscoggins, #jasonmccann, #realfood, full false 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-13598208 Fri, 15 Sep 2023 16:00:00 -0500 1764 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #midol, #mullenlowe, #bayer, #kellyfanning, #andreashultz, , #Reachforcomfort, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false 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 Strategy Director, Tass Tsitsopoulos, both of W+K, NY.

]]> 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.

]]> On Strategy Showcase Buzzsprout-13467358 Thu, 24 Aug 2023 20:00:00 -0500 2404 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #tasstsitsoplous, #BrandonPracht, W+K, #McDonalds, #asfeaturedin, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false 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. 

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

]]> Fergus O’Carroll Buzzsprout-13434137 Sat, 19 Aug 2023 13:00:00 -0500 2149 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #mikemenkes, #analyticpartners, #marketingmetrics, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13394544 Sat, 12 Aug 2023 16:00:00 -0500 1935 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #rakutenkobo, #koboplus, #TheGarden, #lindsaygray, #shariwalczak, @e-readers, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13357611 Sun, 06 Aug 2023 13:00:00 -0500 2895 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #matttalbot, #workinprogress, #lauriehowell, #Thetruth, #Dominospizza, #dominos, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus full false 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 profitably. I'm joined by Dan Hulse, CSO at St. Lukes, London.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13310024 Sat, 29 Jul 2023 07:00:00 -0500 2311 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Danhulse, #Saintlukes, #Tyrrells, #tyrrellscrisps #BritishCharacter, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, full false 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 Novaes.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13232539 Tue, 18 Jul 2023 13:00:00 -0500 2442 full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13161155 Sat, 08 Jul 2023 12:00:00 -0500 2546 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #strategy, #fergusocarroll, #gunnyscarfo, #lindseywehking, @advertising, #consumerresearch, #nonfictionresearch, #adcouncil, #fatherhood, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13144051 Sat, 01 Jul 2023 14:00:00 -0500 2408 full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-13107915 Mon, 26 Jun 2023 06:00:00 -0500 2859 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #andrewtenzer, #socialsciences, #strategy, #outsideinthinking, #fergusocarroll, #Ianmurray, #Burstyourbubble,#advertising, #marketing full false 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 large and small 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 large and small brands. 

]]> Fergus O’Carroll Buzzsprout-13061244 Sun, 18 Jun 2023 13:00:00 -0500 2863 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #strategy, #fergusocarroll, #craigmawdsley, #bridgetangear, #craig+bridget, #AMVBBDO, #leadership, #smallbrands, full false 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.
 

]]> 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.
 

]]> Fergus O’Carroll Buzzsprout-13017768 Sun, 11 Jun 2023 12:00:00 -0500 1514 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #marketingeffectiveness, #accountplanning, #strategy, #fergusocarroll, #marykyriakidi, #kantar, #ModernMarketingDilemmasReport, full false 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 sponsored by The Planning Department.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-12971361 Sun, 04 Jun 2023 08:00:00 -0500 2921 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #strategy, #fergusocarroll, #helenedwards, #frommarginaltomainstream, #outsideinthinking, #Theplanningdepartment, full false 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 Seattle.

]]> 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 Seattle.

]]> Fergus O’Carroll Buzzsprout-12932795 Sun, 28 May 2023 07:00:00 -0500 2504 #OnStrategyshowcase, #OnStrategy, #onstrategypodcast, #fergusocarroll, #PBR, #LaurenSooudi, #robscherzer, #marketingstrategy, #dnaagency, #advertising, #marketing, #accountplanning, full false 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-12885540 Sat, 20 May 2023 17:00:00 -0500 2380 #OnStrategyshowcase, #OnStrategy, #fergusocarroll, #Andrewhovells, #theplanningdepartment, #marketingstrategy, #advertising, #marketing, #outsideinthinking, #accountplanning, #thenorthernplanner, full false The story behind Hanes' Make Yourself Comfortable platform The basics apparel brand shares how it is elevating its "comfort" equity from functional benefit to cultural relevance. We're joined by CSO, Elizabeth Paul and Associate CD, Rushil Nadkarni, both of The Martin Agency.

]]> The basics apparel brand shares how it is elevating its "comfort" equity from functional benefit to cultural relevance. We're joined by CSO, Elizabeth Paul and Associate CD, Rushil Nadkarni, both of The Martin Agency.

]]> Fergus O’Carroll Buzzsprout-12840812 Sun, 14 May 2023 11:00:00 -0500 2798 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #marketingstrategy, #accountplanning, #Hanesapparel, #hanes, #themartinagency, #Elizabethpaul, #Rushilnadkarni, #makeyourselfcomfortable full false Steven Lacey on the dangers of fishbowl thinking Ep#1 of our "Outside-In Thinking" series features Steven Lacey of The Outsiders, a cultural consultancy in London. He shares how our industry can break out of fishbowl thinking in order to deliver real value. This series sponsored by The Planning Department.

]]> Ep#1 of our "Outside-In Thinking" series features Steven Lacey of The Outsiders, a cultural consultancy in London. He shares how our industry can break out of fishbowl thinking in order to deliver real value. This series sponsored by The Planning Department.

]]> Fergus O’Carroll Buzzsprout-12805386 Tue, 09 May 2023 03:00:00 -0500 2754 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #TheOutsiders, #stevenlacey, #stevelacey, #Fishbowlthinking, #Outside-InThinkingSeries, #theplanningdepartment, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false Partners Life. How embracing a taboo inspired a winning strategy Most categories have them, the big, obvious taboos no one talks about, but everyone knows could be awesome. For Partners Life Insurance, it was death! And they did it in an amazingly unique way. Rory Gallery, CSO and Lisa Fedyszyn, ECD of Special Group in Auckland, talk us through the award winning Last Performance.

]]> Most categories have them, the big, obvious taboos no one talks about, but everyone knows could be awesome. For Partners Life Insurance, it was death! And they did it in an amazingly unique way. Rory Gallery, CSO and Lisa Fedyszyn, ECD of Special Group in Auckland, talk us through the award winning Last Performance.

]]> Fergus O’Carroll Buzzsprout-12706901 Mon, 24 Apr 2023 07:00:00 -0500 1981 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #SpecialGroup, #Rorygallery #LisaFedyszyn, #thelastperformance, accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false Tourism Australia's campaign is a lesson in distinctive brand assets Ep#4 in our travel series features actors Rose Burn and Will Arnett in "Come Say G'day." It's a lesson in how to freshen brand codes without changing them.  We're joined by CMO Susan Coghill and Executive Strategy Lead, Rob Dougan.  Thanks to Kantar for sponsoring this series.

]]> Ep#4 in our travel series features actors Rose Burn and Will Arnett in "Come Say G'day." It's a lesson in how to freshen brand codes without changing them.  We're joined by CMO Susan Coghill and Executive Strategy Lead, Rob Dougan.  Thanks to Kantar for sponsoring this series.

]]> Fergus O’Carroll Buzzsprout-12659591 Sun, 16 Apr 2023 12:00:00 -0500 1878 #bestoftravelmarketing, #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #M&MSaatchi, #susancoghill, #robdougan, #Tourismaustralia, #comesayG'day, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, full false Blackstone. Why top CSOs are moving to the investment firm First it was Droga5's Global CSO, Jonny Bauer, quickly followed by five CSOs from major creative agencies.  So what's going on inside the ivory tower of investment banking in Midtown Manhattan? We talk with Tom Callard, former CSO at BBH and now Brand Transformation Lead at Blackstone.

]]> First it was Droga5's Global CSO, Jonny Bauer, quickly followed by five CSOs from major creative agencies.  So what's going on inside the ivory tower of investment banking in Midtown Manhattan? We talk with Tom Callard, former CSO at BBH and now Brand Transformation Lead at Blackstone.

]]> Fergus O’Carroll Buzzsprout-12479764 Sat, 08 Apr 2023 13:00:00 -0500 1846 #Blackstone, #Fergusocarroll, #brandstrategy, #brandvalue, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #Jonnybauer, #tomcallard, #marketingstrategy, #advertising, #katyalonso, #marketingcasestudy full false Rob Campbell, Paula Bloodworth and Martin Weigel interview me Martin Weigel, incoming CS0 at AMV BBDO, Paula Bloodworth, Head of International Strategy at Uncommon, and Rob Campbell, CS0 at Colenso BBDO called and wanted to chat. This is what happened.

]]> Martin Weigel, incoming CS0 at AMV BBDO, Paula Bloodworth, Head of International Strategy at Uncommon, and Rob Campbell, CS0 at Colenso BBDO called and wanted to chat. This is what happened.

]]> Fergus O’Carroll Buzzsprout-12551876 Mon, 03 Apr 2023 08:00:00 -0500 3208 #Paulabloodworth, #uncommonlondon, #Martinweigel, @amvbbdo, #W+K, Robcampbell, #colensoBBDO, #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #marketingstrategy, full false United Airlines campaign to attract younger travelers Ep#3 in our Travel Series, United Airlines aligns with the stated beliefs of younger travelers through an ESG campaign that showcases its intentions and people. Thanks to Kantar for sponsoring this series.

]]> Ep#3 in our Travel Series, United Airlines aligns with the stated beliefs of younger travelers through an ESG campaign that showcases its intentions and people. Thanks to Kantar for sponsoring this series.

]]> Fergus O’Carroll Buzzsprout-12514203 Sat, 25 Mar 2023 15:00:00 -0500 2667 #United Airlines, ESGcampaign, #Fergusocarroll, #goodleadstheway, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #72andsunny, #marketingstrategy, #carlmueller, #maggieschmerin, full false Expedia’s shift from travel to the traveler Ep# 2 in our “Best of Travel” series is Expedia's "Made to Travel" and its shift away from marketing destinations and deals to marketing the moments and feelings that great travel makes possible. Thanks to Kantar for sponsoring this series.

]]> Ep# 2 in our “Best of Travel” series is Expedia's "Made to Travel" and its shift away from marketing destinations and deals to marketing the moments and feelings that great travel makes possible. Thanks to Kantar for sponsoring this series.

]]> Fergus O’Carroll Buzzsprout-12415824 Sat, 11 Mar 2023 07:00:00 -0600 2781 #Onstrategyshowcase, #Expedia, #madetotravel, #onstrategypodcast, #advertising, #accountplanning, #strategicplanning, #Marshall Ball, #fergusocarroll, #aisealaungaue, #marketingstrategy, #casestudies, #anomaly, full false Icelandic Tourism's enhanced reality "without silly headsets” Ep#1 in our Travel Series. Leverage distinctive features in distinctive, humorous ways. Having to experience our world in virtual ways led to a craving for reality. And Iceland offers stunning, natural reality in spades, without silly headsets. We talk with SS+K, NY and Visit Iceland. Thanks to Kantar for supporting this series. 

]]> Ep#1 in our Travel Series. Leverage distinctive features in distinctive, humorous ways. Having to experience our world in virtual ways led to a craving for reality. And Iceland offers stunning, natural reality in spades, without silly headsets. We talk with SS+K, NY and Visit Iceland. Thanks to Kantar for supporting this series. 

]]> Fergus O’Carroll Buzzsprout-12360935 Sat, 04 Mar 2023 07:00:00 -0600 2846 #Visiticeland, #SS+K, #onstrategyshowcase, #onstrategypodcast, #steviearcher, #travelseries, #accountplanning, #Fergusocarroll, #marketingstrategy, sveinnbirkirbjornson, full false A strategist talks with Byron Sharp Byron is the author of How Brands Grow and Director of The Ehrenberg-Bass Institute for Marketing Sciences. Some refer to him as the dark lord of effectiveness. He’s blunt and unapologetic. And I like that about him.  He lives in a black and white world, so no apologies to those who live in the gray. 

]]> Byron is the author of How Brands Grow and Director of The Ehrenberg-Bass Institute for Marketing Sciences. Some refer to him as the dark lord of effectiveness. He’s blunt and unapologetic. And I like that about him.  He lives in a black and white world, so no apologies to those who live in the gray. 

]]> Fergus O’Carroll Buzzsprout-12315847 Sat, 25 Feb 2023 08:00:00 -0600 2823 full false The three key takeaways from our Planning for Effectiveness series We wrap-up our Effective Outcomes series with a panel discussion. I'm joined by Elizabeth Paul, CSO at The Martin Agency, David Tiltman, SVP at WARC and author and strategist James Hurman. Thanks to WARC for sponsoring.

]]> We wrap-up our Effective Outcomes series with a panel discussion. I'm joined by Elizabeth Paul, CSO at The Martin Agency, David Tiltman, SVP at WARC and author and strategist James Hurman. Thanks to WARC for sponsoring.

]]> Fergus O’Carroll Buzzsprout-12274444 Sat, 18 Feb 2023 17:00:00 -0600 3440 full false W+K’s Marcus Collins on culture's influence on what and why we buy Marcus’ book demonstrates the risks of chasing product-based  value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.

]]> Marcus’ book demonstrates the risks of chasing product-based  value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.

]]> Fergus O’Carroll Buzzsprout-12235038 Sun, 12 Feb 2023 09:00:00 -0600 2904 #Marcuscollins, #Dr.Marcuscollins, #fergusocarroll, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #Fortheculture, #advertising, #marketing, #W+K, full false Finish Detergent on social responsibility done right With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul moved from fifth to first in part through its "Skip the Rinse" brand platform and its Glasses of Drought/Water Index initiatives. We talk about all three.

]]> With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul moved from fifth to first in part through its "Skip the Rinse" brand platform and its Glasses of Drought/Water Index initiatives. We talk about all three.

]]> Fergus O’Carroll Buzzsprout-12171660 Sun, 05 Feb 2023 15:00:00 -0600 2298 #Finishskiptherinse, @cemoguzcan, #volkandalkilic, #fergusocarroll, #socialresponsibility, #marketingstrategy, @corporatesocialresponsibility, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #marketingweek, #advertising, #marketing, #glassesofd full false Why McD's "Raise your Arches" set the industry ablaze and where the idea came from There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

]]> There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

]]> Fergus O’Carroll Buzzsprout-12140372 Sun, 29 Jan 2023 13:00:00 -0600 2814 full false How Folgers coffee is repositioning the brand From moving beyond the morning occasion to a focus on quality, Folgers coffee wants to win over younger drinkers.

]]> From moving beyond the morning occasion to a focus on quality, Folgers coffee wants to win over younger drinkers.

]]> Fergus O’Carroll Buzzsprout-12094307 Sun, 22 Jan 2023 13:00:00 -0600 1857 full false How Shake Shack's strategy elevated "quality" beyond the obvious 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.  

]]> 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.  

]]> Fergus O’Carroll Buzzsprout-12032121 Sat, 14 Jan 2023 10:00:00 -0600 2150 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #sethgaffney, #marikawiggan, #shakeshack, #accountplanning, #brandstrategy, #advertising, #preacher, 7 full false Why Edelman thinks "Trust" should be the ultimate metric 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-11999120 Sun, 08 Jan 2023 09:00:00 -0600 2154 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #tomhehir, #edelman, #trustaskeymetric, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #brandreputation, , 7 full false Mark Ritson's Top 10 Marketing Moments of 2022 Mark returns to share  his Top 10 Marketing Moments of the year and why they mattered. Happy holidays and New Year to everyone.

]]> Mark returns to share  his Top 10 Marketing Moments of the year and why they mattered. Happy holidays and New Year to everyone.

]]> Fergus O’Carroll Buzzsprout-11926117 Fri, 23 Dec 2022 19:00:00 -0600 3545 6 full false The iconic John Lewis Christmas ads and the brand strategy that inspired them 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

]]> 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

]]> Fergus Buzzsprout-10303830 Sat, 17 Dec 2022 09:00:00 -0600 3588 #Fergusocarroll, #Fergus, #onstrategyshowcase, #onstrategypodcast, #advertising, #marketingstrategy, #accountplanning, #johnLewis, #martinbeverley, #rickbrim, #richardbrim, #johnlewischristmasads, 6 full false Ep#6 Planning for Effective Outcomes: The downfall of media measurement in comms with Karen Nelson-Field 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11866500 Tue, 13 Dec 2022 14:00:00 -0600 2925 #karennelsonfield, #onstrategypodcast, #onstrategyshowcase, #advertising, #fergusocarroll, #strategicplanning, #accountplanning, #commsplanning, 8 full false Ep#5 Planning for Effective Outcomes: The Creative Relationship, with Greg Hahn and James Hurman 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11833235 Wed, 07 Dec 2022 16:00:00 -0600 2055 #greghahn, #jameshurman, #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #effectivenessseries, 8 full false Ep#4 Planning for Effective Outcomes: Writing Creative Briefs with Julian Cole The most critical episode in the series, we talk about two key documents:  strategy on a page and the creative brief. Examples can be downloaded on this episodes' page on our website. This series is brought to you by our friends at WARC.

]]> The most critical episode in the series, we talk about two key documents:  strategy on a page and the creative brief. Examples can be downloaded on this episodes' page on our website. This series is brought to you by our friends at WARC.

]]> Fergus O’Carroll Buzzsprout-11775351 Mon, 28 Nov 2022 13:00:00 -0600 2888 full false The brilliant, Grand Prix winning Rediscover Germany from Ogilvy, Frankfurt How a simple comment about the Frankfurt skyline unlocked German Rail's brilliant social media fueled idea that helped Germans Rediscover Germany.

]]> How a simple comment about the Frankfurt skyline unlocked German Rail's brilliant social media fueled idea that helped Germans Rediscover Germany.

]]> Fergus O’Carroll Buzzsprout-11637594 Tue, 15 Nov 2022 14:00:00 -0600 1581 full false Ep#3 Planning for Effective Outcomes: Metrics & Measurement with Harry Davies 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11658532 Tue, 08 Nov 2022 16:00:00 -0600 2318 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #Harrydavies, #accountplanning, #brandstrategy, #advertising, #PlanningforEffectiveOutcomes 8 full false Ep#2 Planning for Effective Outcomes: "Performance vs. Brand" with Tom Roach & Claire Strickett Ep#2 focuses on performance vs. brand marketing and the blasphemous idea of both in a single execution. This series brought to you by WARC.

]]> Ep#2 focuses on performance vs. brand marketing and the blasphemous idea of both in a single execution. This series brought to you by WARC.

]]> Fergus O’Carroll Buzzsprout-11611557 Tue, 01 Nov 2022 14:00:00 -0500 3564 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #jellyfish, #tomroach, #Clairestrickett, #brandversusperformancemarketing, , #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #planningforeffectiveoutcomes, 8 full false Ep#1 Planning for Effective Outcomes: "Starting out right" with Mark Ritson Ep#1 deals with setting direction and defining objectives. Mark Ritson shares tips on how to get from objectives to client brief and the mistakes too many are making. This series is brought to you by our friends at WARC.

]]> Ep#1 deals with setting direction and defining objectives. Mark Ritson shares tips on how to get from objectives to client brief and the mistakes too many are making. This series is brought to you by our friends at WARC.

]]> Fergus O’Carroll Buzzsprout-11548727 Tue, 25 Oct 2022 20:00:00 -0500 2651 full false How Johnnie Walker's "Keep Walking" has been reinvented 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11480687 Tue, 18 Oct 2022 18:00:00 -0500 2409 8 full false Introduction to our “Planning for Effective Outcomes" series 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11463466 Tue, 11 Oct 2022 14:00:00 -0500 2517 8 full false Dan Wieden dies at 77 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11430144 Mon, 03 Oct 2022 12:00:00 -0500 1722 7 full false Classics Episode: 1960's VW "Think Small" campaign from DDB 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-11389618 Tue, 27 Sep 2022 19:00:00 -0500 2403 #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, ##marketingstrategy, #accountplanning, # 7 full false Liquid Death: the water brand that thinks like a beer 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.” 

]]> 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.” 

]]> Fergus O’Carroll Buzzsprout-11355360 Tue, 20 Sep 2022 16:00:00 -0500 2592 #liquiddeath, #gregfass, #andypearson, @mikecassario, #murderyourthirst, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #accountplanning, #marketingstrategy, #deathtoplastic, 7 full false James Hurman on start-ups/VCs and their dangerous skepticism of brand 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.

]]> 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.

]]> Fergus O’Carroll Buzzsprout-11320796 Wed, 14 Sep 2022 15:00:00 -0500 3144 #jameshurman, #futuredemand, #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #marketingstrategy, #accountplanning, , 7 full false Classics Episode: 2000's Citibank "Live Richly" 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 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.

]]> Fergus O’Carroll Buzzsprout-11181751 Tue, 23 Aug 2022 18:00:00 -0500 3063 #fallon, #citibank, #dansutton, #roundpegconsulting, #onstrategypodcast, @onstrategyshowcase, #fergusocarroll, #fergus, #accountplanning, #marketingstrategy, #brandstrategy, #brandplanning, #liverichly, #greghahn, #stevedriggs, 7 full false Classics Episode: 1962's AVIS "We Try Harder" 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-11131758 Wed, 17 Aug 2022 08:00:00 -0500 2194 #AVIS, #wetryharder, #DDB, #onstrategypodcast, #onstrategyshowcase, #accountplanning, #faisalsiddiqui, #marketingstrategy, #strategy, #fergusocarroll, 7 full false 7-Eleven on rebuilding when the idea of convenience has changed 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. 

]]> 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. 

]]> Fergus O’Carroll Buzzsprout-11113434 Wed, 10 Aug 2022 06:00:00 -0500 1765 #dentsucreative, #onstratgyshowcase, #onstratgypodcast, #fergusocarroll, #aimeedowker, #ashleyevangelista, #7eleven, #takeittoeleven, #accountplanning, #strategicplanning, #marketingstrategy, 7 full false Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes” 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.

]]> 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.

]]> Fergus Buzzsprout-11064557 Wed, 03 Aug 2022 07:00:00 -0500 2146 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #Unclebens, #Bensoriginals, #the&partnership, #Oliveregan, #anjaspielmann, @Mars, #D&Icasestudy 7 full false How to turn a brand perceived as cheap into one considered awesome 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."

]]> 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."

]]> Fergus Buzzsprout-11038651 Wed, 27 Jul 2022 15:00:00 -0500 2243 #skinnymobile, #onstrategyshowcase, #friendvertising, #famousnames, #allyyoung, #onstrategypodcast, #colensobbdo, #amypollok, #accountplanning, #marketingstrategy, #youthbranding, #Fergusocarroll, # 7 full false Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.” 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."

]]> 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."

]]> Fergus Buzzsprout-11008061 Fri, 22 Jul 2022 07:00:00 -0500 2048 #ludacris, #thatjifinggood, #publicisNY, @onstrategyshowcase, #onstrategypodcast, #Jif, #jifversusgif, #fergusocarroll, #accountplanning, #marketingstrategy, #marketing, #ericaroberts, #jenniferbaldwin, , 7 full false The New York Times' Truth Campaign with Droga5, New York 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.

]]> 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.

]]> Fergus Buzzsprout-10947637 Tue, 12 Jul 2022 08:00:00 -0500 1960 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #chanellekalfas, #Droga5, #lauriehowell, #Thetruth, #Truthcampaign, #accountplanning, #marketing, #advertising, #marketingstrategy, #Fergus, 7 full false Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.

]]> With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.

]]> Fergus Buzzsprout-10903178 Wed, 06 Jul 2022 13:00:00 -0500 2546 #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #brianmooney, #endofcareercounselor, #strategy, #fergusocarroll, #sharonsmyth, #chloehanratty, #publicis, #standardlife, # 7 full false Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago 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. 

]]> 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. 

]]> Fergus Buzzsprout-10865165 Tue, 28 Jun 2022 06:00:00 -0500 2543 #sachabaroncohen, @leoburnettchicago, #changetheref, @fergusocarroll, @onstrategyshowcase, @onstrategypodcast, @kaylingoldstein, #samshepherd, @accountplanning, #marketingstrategy, 7 full false How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it." 

]]> John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it." 

]]> Fergus Buzzsprout-4133615 Thu, 23 Jun 2022 10:00:00 -0500 2897 #onstrategyshowcase, #michelobultra, #FCBChicago, #JohnKennyCSO, #thesocialathlete, 2 3 full false VW with Mary Bakarich, Group Strategy Director, Johannes Leonardo, NY From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.

]]> From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.

]]> Fergus Buzzsprout-6752029 Thu, 16 Jun 2022 20:00:00 -0500 3797 #VW, #VWstrategy, #fergusocarroll, #onstrategyshowcase, #marketingstrategy, #automotiveseries, #Johannesleonardo, #marybakarich, 3 full false Marmite's tagline "you'll either love it or hate it" led this brilliant strategy and sales turnaround The food spread dramatizing the tension between lovers and haters further pushed the product into popular culture and consideration with this latest installment "The Marmite Gene Project."

]]> The food spread dramatizing the tension between lovers and haters further pushed the product into popular culture and consideration with this latest installment "The Marmite Gene Project."

]]> Fergus Buzzsprout-5736007 Wed, 08 Jun 2022 11:00:00 -0500 3355 #Marmite, #Adam&EveDDB, #Martinbeverley, #Willgrundy, #MarmiteGeneProject, #Fergus, #OnStrategyShowcase 2 15 full false Amazon Prime Video's "Great shows stay with you" strategy from Droga5 London A chat about the streaming wars and the back-story on the amazing "Great Shows Stay with You" strategy with Tim Whirledge, while at Droga5 London.

]]> A chat about the streaming wars and the back-story on the amazing "Great Shows Stay with You" strategy with Tim Whirledge, while at Droga5 London.

]]> Fergus Buzzsprout-4289963 Thu, 02 Jun 2022 10:00:00 -0500 2685 2 full false The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO Effectiveness data in B2C is robust, but not so in B2B. The Institute plans to change that. Jon Lombardo shares their latest work and some new  concepts that can help your CFO support your case for effective investment.

]]> Effectiveness data in B2C is robust, but not so in B2B. The Institute plans to change that. Jon Lombardo shares their latest work and some new  concepts that can help your CFO support your case for effective investment.

]]> Fergus Buzzsprout-10679480 Wed, 25 May 2022 06:00:00 -0500 2335 full false The inspiration behind "Life insurance so good they're gonna want you dead" 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 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.  

]]> Fergus Buzzsprout-10627258 Tue, 17 May 2022 07:00:00 -0500 2237 #OnStrategyshowcase, #OnStrategy, #fergusocarroll, #Ladderinsurance, #fredandfarid, #marketingstrategy, #advertising, #marketing, #Chelseasteiger, #oliviaborsje, #accountplanning, 6 full false How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand 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 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. 

]]> Fergus Buzzsprout-10599450 Wed, 11 May 2022 09:00:00 -0500 2034 #OnStrategyshowcase, #OnStrategy, #fergusocarroll, #nissan, #TBWAchiatDay, #NissanUnited,, #marketingstrategy, #advertising, #marketing, #lesliestone, #elliottbastien,, 6 full false Ian Leslie makes a compelling case for harnessing biased thinking in strategy 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.

]]> 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.

]]> Fergus Buzzsprout-10538226 Sun, 01 May 2022 17:00:00 -0500 2443 6 full false Orlando Wood (author of Lemon) on why creative work has been losing its effectiveness In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.

]]> In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.

]]> Fergus Buzzsprout-10472013 Wed, 20 Apr 2022 08:00:00 -0500 2731 full false How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first A must listen Masterclass that begs the question, does loyalty exist, or is it just a habit that can be broken? Facing two massive competitors, Yorkshire Tea went from 5th to 1st with a hilarious creative and strategic effort that reignited consumer interest in what was thought to be a deeply entrenched category.  

]]> A must listen Masterclass that begs the question, does loyalty exist, or is it just a habit that can be broken? Facing two massive competitors, Yorkshire Tea went from 5th to 1st with a hilarious creative and strategic effort that reignited consumer interest in what was thought to be a deeply entrenched category.  

]]> Fergus Buzzsprout-10424265 Tue, 12 Apr 2022 08:00:00 -0500 3519 full false Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman 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.

]]> 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.

]]> Fergus Buzzsprout-10365427 Wed, 06 Apr 2022 07:00:00 -0500 2604 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #marketingstrategy, #leoburnett, #tomsussman, #thomasoneill, #McDonaldsuk, #strategicplanning, 6 full false W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls 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.

]]> 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.

]]> Fergus Buzzsprout-10253170 Tue, 15 Mar 2022 08:00:00 -0500 2947 6 full false How McDonald's NZ restaged an iconic song to support national unity 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. 

]]> 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. 

]]> Fergus Buzzsprout-10005378 Thu, 03 Mar 2022 07:00:00 -0600 2262 #kiwiburger, #onstrategyshowcase, #onstrategypodcast, #debbiefell, #charlottemarks, #ddbNZ, #advertising, #accountplanning, #marketingstrategy, #fergusocarroll, 6 full false The story of "What happens in Vegas, stays in Vegas" and why it's changing 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. 

]]> 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. 

]]> Fergus Buzzsprout-10142059 Fri, 25 Feb 2022 08:00:00 -0600 3290 #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #R&Rpartners, #mattmason, #billyvassiliadis, #whathappensherestayshere, #accountplanning, #strategicplanning, #advertising, #marketingstrategy, 6 full false Lexus in Hong Kong and how dollars redirected across the customer journey converted in spades 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.

]]> 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.

]]> Fergus Buzzsprout-10005386 Mon, 21 Feb 2022 08:00:00 -0600 2959 #TBWAHongKong, #lexus, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #marketingstrategy, #accountplanning, #advertising, 6 full false The "Bless Your F**king Cooch" social moment that went viral for Mischief & EOS 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.

]]> 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.

]]> Fergus Buzzsprout-10035438 Wed, 16 Feb 2022 08:00:00 -0600 2483 #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #EOS, #blessyourcooch, #soyoungkang, #Mischief, #biancaguimaraes, #accountplanning, #advertising, #marketingstrategy, 6 full false Aldi Supermarkets and the art of reframing a negative By brilliantly crafting a perceived negative into a strength, Aldi went from a 2% share to a 7.9% share. Hear the Grand Prix award-winning strategy story from Jamie Peate and Laura McKinlay of McCann, Manchester.

]]> By brilliantly crafting a perceived negative into a strength, Aldi went from a 2% share to a 7.9% share. Hear the Grand Prix award-winning strategy story from Jamie Peate and Laura McKinlay of McCann, Manchester.

]]> Fergus Buzzsprout-10005370 Thu, 10 Feb 2022 08:00:00 -0600 2371 full false Why Bumble encourages women to fall in love with the journey, not just the destination 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. 

]]> 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. 

]]> Fergus Buzzsprout-9998242 Fri, 04 Feb 2022 07:00:00 -0600 2116 5 full false Why DB Export Gold may be the most romantic beer in the world 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.

]]> 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.

]]> Fergus Buzzsprout-9962652 Tue, 01 Feb 2022 08:00:00 -0600 1865 #onstrategyshowcase, #onstrategypodcast, #DBExportGold, #Imdrinkingitforyou, #colensobbdo, #jamestucker, #accountplanning, #marketingstrategy, #advertising, #fergusocarroll, # 5 full false Persil laundry detergent’s "Dirt is Good" brand platform 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. 

]]> 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. 

]]> Fergus Buzzsprout-9862890 Wed, 26 Jan 2022 14:00:00 -0600 2524 #dirtisgood, #dirtforgood, #unilever, #fergusocarroll, @onstrategyshowcase, #onstrategypodcast, #advertising, #marketingstrategy, #accountplanning, #strategicplanning, #persildirtisgood 5 full false The Michelin star PR strategy that put KFC Australia back on the map for quality 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.

]]> 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.

]]> Fergus Buzzsprout-9899878 Fri, 21 Jan 2022 09:00:00 -0600 2436 #KFCAustralia, #KFCMichelinStar, #ryanoconnell, #ogilvyAustralia, #sallyspriggs, #onstrategyshowcase, #onstrategypodcast, #marketingstrategy, #accountplanning, #KFCcasestudy, 5 full false TBWA Chiat Day LA has a new unit dedicated to B2B marketing. We learn about it from John Hickman 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.

]]> 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.

]]> Fergus Buzzsprout-9899293 Wed, 19 Jan 2022 09:00:00 -0600 2408 #TBWAchiatday, #b2bmarketing, #johnHickman, #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #marketingstrategy, #advertising, #chiatdayLA, 5 full false The story behind Home Center’s decision to stand with single mothers A WARC Grand Prix winner. The Middle Eastern-based home furnishing retailer used Father's Day to celebrate the achievements of single mothers. 

]]> A WARC Grand Prix winner. The Middle Eastern-based home furnishing retailer used Father's Day to celebrate the achievements of single mothers. 

]]> Fergus Buzzsprout-9841436 Thu, 13 Jan 2022 16:00:00 -0600 2682 #HomeCenter, #Fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #McCann, #marketingstrategy, #marketingawards, # 5 full false How "The Dance" reversed Speight’s Beer's 36% sales decline 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. 

]]> 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. 

]]> Fergus Buzzsprout-9841431 Sun, 09 Jan 2022 10:00:00 -0600 2449 #Rachel Ellerm, #DDB, #Lucinda Sherborne, #Speights, #speightsthedance, #Onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #strategicplanning, #fergusocarroll, #bestpodcast, #marketingstrategy, #casestudies 6 full false Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets 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.

]]> 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.

]]> On Strategy Showcase Buzzsprout-9835558 Wed, 05 Jan 2022 10:00:00 -0600 2924 #Onstrategyshowcase, #onstrategypodcast, #advertising, #accountplanning, #strategicplanning, #Douglasholt, #fergusocarroll, #bestpodcast, #marketingstrategy, #casestudies 5 full false Mark Ritson on his Top 10 Marketing Moments of 2021 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.

]]> 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.

]]> Fergus Buzzsprout-9792773 Mon, 27 Dec 2021 08:00:00 -0600 4410 #Markritson, #fergusocarroll, #Onstrategyshowcase, #onstrategypodcast, #accountplanning, #marketingweek, #advertising, #marketing, #minimba, # 5 full false 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 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.

]]> 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.

]]> Fergus Buzzsprout-9732634 Thu, 16 Dec 2021 12:00:00 -0600 3350 #ladolcevelveeta, #johannesleonardo, #kraftheinz, #velveeta, #advertising, #accountplanning, #marketingstrategy, #onstrategypodcast, #onstrategyshowcase, #mattcarpenter, #jonathandeves, #fergusocarroll, 5 full false The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary 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.

]]> 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.

]]> On Strategy Showcase Buzzsprout-9685602 Wed, 08 Dec 2021 10:00:00 -0600 1994 #wethe15, #martinbeverley, #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #adam&EveDDB, #sarahbenson, #millamcphee, #accountplanning, #advertising, #marketingstrategy, #brandstrategy, 5 full false How Cadbury's "there's a glass and a half in everyone" rebuilt the brand 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.

]]> 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.

]]> Fergus Buzzsprout-9607385 Thu, 25 Nov 2021 09:00:00 -0600 3524 5 full false Pharma marketing: why there's so much of it and why it needs to change, with John Kenny of Intouch 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.

]]> 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.

]]> Fergus Buzzsprout-9565372 Wed, 17 Nov 2021 11:00:00 -0600 3355 #intouchgroup, #pharmamarketing, #johnkenny, #fergusocarroll, #onstrategyshowcase, #onstrategypodcast, #accountplanning, #strategicplanning, #advertising, 5 full false The KitchenAid campaign that shines a light on sexism in professional kitchens, with Stephanie Kelly of Digitas, Chicago 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."

]]> 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."

]]> Fergus Buzzsprout-9531722 Thu, 11 Nov 2021 09:00:00 -0600 1633 #digitas, #Kitchenaid, #awomansplace, #stephaniekelly, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #accountplanning, #strategicplanning, #casestudies, #advertising, #marketingstrategy, 5 full false The Starbucks brand and the project that led to the Funnel Cake Frappuccino, with Ben Doepke 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.

]]> 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.

]]> Fergus Buzzsprout-9449826 Sun, 31 Oct 2021 10:00:00 -0500 2693 #fergusocarroll, #onstrategypodcast, #onstrategyshowcase, #bendoepke, #accountplanning, #brandstrategy, #advertising, #starbucks, 5 full false Temptations' Halloween campaign suggests giving your cat an alternative to eating you, with Jack Spicer of Adam&EveDDB 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.  

]]> 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.  

]]> Fergus Buzzsprout-9395004 Thu, 21 Oct 2021 08:00:00 -0500 2989 #temptations, #humanflavoredcattreats, #accountplanning, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #jackspicer, @adam&eveddb, 5 full false Lurpak's strategic pivot with Rory Foster of W+K, London 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.

]]> 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.

]]> Fergus Buzzsprout-9356068 Tue, 12 Oct 2021 12:00:00 -0500 2571 #lurpak, #roryfoster, #onstrategyshowcase, #advertising, #fergusocarroll, #W+K, #strategicplanning, #accountplanning, 5 full false Out of Google Labs, Apple and W+K comes Arts & Letters. A look inside with Andy Grayson, Head of Strategy 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.

]]> 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.

]]> Fergus Buzzsprout-9322318 Thu, 07 Oct 2021 09:00:00 -0500 2607 5 full false The Cannes Lion winning "Connected Island" with Aoife Murphy and Kris Clarkin of Boys+Girls, Dublin, Ireland Three Ireland is a telecommunications brand. This B2B campaign centered around Arranmore, an isolated island off the coast of Donegal. The parallel between island life and business life was that companies, not unlike communities, need to be connected in order to effectively grow.

]]> Three Ireland is a telecommunications brand. This B2B campaign centered around Arranmore, an isolated island off the coast of Donegal. The parallel between island life and business life was that companies, not unlike communities, need to be connected in order to effectively grow.

]]> Fergus Buzzsprout-9091025 Thu, 26 Aug 2021 09:00:00 -0500 2086 #onstrategyshowcase, #Fergusocarroll, #boysandgirls, #boys+girls, #aoifemurphy, #krisclarkin, #threeireland, #marketingstratgy, #advertising, #b2bstrategy, #accountplanning, #cannes2020, #onstrategypodcast 4 full false KFC on the importance of "radical honesty," with Neasa McGuinness of Mother and Jack Hinchliffe of KFC The story behind successfully managing through multiple challenges (chicken shortage crisis, the intro of new fries, and covid.) It's a journey of success built on the shared belief in doing the opposite of what's expected.

]]> The story behind successfully managing through multiple challenges (chicken shortage crisis, the intro of new fries, and covid.) It's a journey of success built on the shared belief in doing the opposite of what's expected.

]]> Fergus O'Carroll Buzzsprout-9011558 Thu, 12 Aug 2021 08:00:00 -0500 3463 #fergusocarroll, #KFC, #Motherlondon, #Neasamcguinness, #jackhinchliffe, #accountplanning, #crisismanagement, #chickencrisis, #strategicplanning, #advertising, #onstrategyshowcase, 4 full false Rockstar Energy Drink's pivot from high-octane lifestyle to fueling personal achievement The story behind the brand's expansion from a niche segment to the broader market with Mark Kirkham, VP & General Manager of Sports, Energy and Juice brands at PepsiCo and Tiina Salzberg, CSO at 180 Amsterdam.

]]> The story behind the brand's expansion from a niche segment to the broader market with Mark Kirkham, VP & General Manager of Sports, Energy and Juice brands at PepsiCo and Tiina Salzberg, CSO at 180 Amsterdam.

]]> Fergus Buzzsprout-8974444 Wed, 04 Aug 2021 11:00:00 -0500 2272 #Rockstar, #RockstarEnergyDrink, #Accountplanning, #advertising, #strategicplanning, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #markkirkham, #tiinasalzberg, #180amsterdam, #marketingstrategy, 4 full false What Taylors coffee bags can teach us about embracing the obvious, with Loz Horner of Lucky Generals As strategists, we're reluctant to embrace the obvious. As Loz puts it "we think our role is to create an unexpected leap." But when something is obvious, that doesn’t mean it’s useless. This brilliantly simple campaign for Taylors coffee bags will inspire you to consider the obvious in everything you do.

]]> As strategists, we're reluctant to embrace the obvious. As Loz puts it "we think our role is to create an unexpected leap." But when something is obvious, that doesn’t mean it’s useless. This brilliantly simple campaign for Taylors coffee bags will inspire you to consider the obvious in everything you do.

]]> Fergus Buzzsprout-8868695 Thu, 15 Jul 2021 17:00:00 -0500 2908 #fergusocarroll, #Lozhorner, #luckygenerals, #accountplanning, #advertising, #brandstrategy, #onstrategyshowcase, #marketingstrategy, #onstrategypodcast, #Taylorscoffeebags, #creativestrategy, 4 full false Is Accenture Interactive's CEO, Brian Whipple building the agency we've always promised, and on a global scale? After acquiring Droga5 and other creative shops, Brian and his team are now ready to roll out their part consultancy, part tech firm and part agency offering. Not only is it formidable, but it may, in fact, be what we've always wanted modern marketing agencies to be.

]]> After acquiring Droga5 and other creative shops, Brian and his team are now ready to roll out their part consultancy, part tech firm and part agency offering. Not only is it formidable, but it may, in fact, be what we've always wanted modern marketing agencies to be.

]]> Brian Whipple Buzzsprout-8836792 Fri, 09 Jul 2021 07:00:00 -0500 2741 #onstrategyshowcase, #fergusocarroll, #accenture, #accentureinteractive, #droga5, #rothco, #brianwhipple, #accountplanning, #advertising, #onstrategy, 4 full false Repositioning the AXE brand with Caroline Gregory, Global Brand Director at Unilever and Elizabeth Paul, CSO, The Martin Agency The brand that once expressed its essence - attraction - in terms of one dimensional women drawn uncontrollably to the Axe guy, is reinventing itself. From “Spray Axe, get girl” to “Spray Axe, open possibilities,” it now reflects how the playground of attraction has broadened.

]]> The brand that once expressed its essence - attraction - in terms of one dimensional women drawn uncontrollably to the Axe guy, is reinventing itself. From “Spray Axe, get girl” to “Spray Axe, open possibilities,” it now reflects how the playground of attraction has broadened.

]]> Fergus Buzzsprout-8766786 Tue, 29 Jun 2021 18:00:00 -0500 2618 #fergusocarroll, #onstrategyshowcase, #Themartinagency, #TMA, #AXE, #accountplanning, #advertising, #elizabethpaul, #carolinegregory, #axedeodorant, #onstrategypodcast, #strategicplanning 4 full false FIFA's Midnight Ramadan League and how diversity initiatives can be more effective when they make us discover our own biases This award winning campaign is a terrific example of how what we produce as an industry can be more effective when it makes us check and discover our own biases without telling us we should. Adam&EveDDB's Creative Director Selma Ahmed and Planning Director David Mortimer talk us through the thinking that led to this Channel 4 Diversity in Advertising Award winner.  

]]> This award winning campaign is a terrific example of how what we produce as an industry can be more effective when it makes us check and discover our own biases without telling us we should. Adam&EveDDB's Creative Director Selma Ahmed and Planning Director David Mortimer talk us through the thinking that led to this Channel 4 Diversity in Advertising Award winner.  

]]> Fergus Buzzsprout-8718952 Thu, 17 Jun 2021 08:00:00 -0500 2560 #FIFA21, #midnightramadanleague, #adam&EveDDB, #Selmaahmed, #davidmortimer, #Channel4, #fergusocarroll, #onstrategyshowcase, #accountplanning, #advertising, #marketingstrategy, #marketing, 4 full false The U.S. Army's recruitment strategy with Kevin Richey, EVP Planning, DDB, Chicago When only 10% of young people would even consider the Army,  the challenge the brand faces in its quest to appeal to a far wider target is clear.  We hear about DDB's first two campaigns... and the new brand campaign currently in development.

]]> When only 10% of young people would even consider the Army,  the challenge the brand faces in its quest to appeal to a far wider target is clear.  We hear about DDB's first two campaigns... and the new brand campaign currently in development.

]]> Fergus Buzzsprout-8673690 Wed, 09 Jun 2021 11:00:00 -0500 2077 #USArmy, #DDB, #DDBChicago, #onstrategyshowcase, #segmentation, #marketingstrategy, #accountplanning, #advertising, #brandstrategy, #fergusocarroll, #kevinrichey, 4 full false Diageo’s Global Consumer Planning Director, Andrew Geoghegan, on building a portfolio-wide culture of effectiveness Tasked with achieving an additional £100 million in profit from its marketing spend, Andrew's team put brand theory into practice, at scale, and more than doubled that goal by developing Catalyst, a portfolio-wide marketing modeling system that brought analytics and creativity into the center of the business. This is the story of how it came together.

]]> Tasked with achieving an additional £100 million in profit from its marketing spend, Andrew's team put brand theory into practice, at scale, and more than doubled that goal by developing Catalyst, a portfolio-wide marketing modeling system that brought analytics and creativity into the center of the business. This is the story of how it came together.

]]> Fergus Buzzsprout-8568187 Mon, 24 May 2021 06:00:00 -0500 3828 #onstrategyshowcase, #diageo, @andrewgeoghegan, #accountplanning, #Fergusocarroll, #marketmodeling, #IPAeffectivenessawards, #advertising, #brandstrategy, 4 full false Nike's 2020 with Wieden + Kennedy Global Group Strategy Director, Paula Bloodworth Paula has worked on the Nike brand on three continents. We first discuss what inspired Nothing Beats a Londoner and then how Nike approached planning in a year without sports. 

]]> Paula has worked on the Nike brand on three continents. We first discuss what inspired Nothing Beats a Londoner and then how Nike approached planning in a year without sports. 

]]> Fergus Buzzsprout-8465570 Fri, 07 May 2021 05:00:00 -0500 2541 #nike, #paulabloodworth, #nothingbeatsalondoner, #wieden+Kennedy, #fergusocarroll, #onstrategyshowcase, #accountplanning, #brandstrategy, #advertising, #marketingstrategy, #w+k, 4 full false Popeye's Chicken and Burger King with GUT Global Chief Strategy Officer, Fernando Ribeiro and ECD, Juan Javier Pena Plaza We hear the stories behind the strategies and creative that fueled the success of Burger King and, more recently, the chicken sandwich wars that reenergized the Popeye's brand.

]]> We hear the stories behind the strategies and creative that fueled the success of Burger King and, more recently, the chicken sandwich wars that reenergized the Popeye's brand.

]]> Fergus O'Carroll Buzzsprout-8432029 Fri, 30 Apr 2021 09:00:00 -0500 3027 #popeyeschickensandwich, #GUT, #burgerking, #Fernandoribeiro, #juanjavierpenaplaza, #accountplanning, #brandstrategy, #advertising, #onstrategyshowcase, #fergusocarroll, #marketing, #popeyes, #fernandomachado, #fermachado 4 full false Paul Feldwick on his new book and why our industry has lost its desire to make work that works Paul worked for 15 years at the legendary planning agency BMP in London. In his new book "Why does the Pedlar Sing" he explores what he sees as the industry's creative short-comings and how we can turn things around.

]]> Paul worked for 15 years at the legendary planning agency BMP in London. In his new book "Why does the Pedlar Sing" he explores what he sees as the industry's creative short-comings and how we can turn things around.

]]> Fergus Buzzsprout-8341246 Thu, 15 Apr 2021 10:00:00 -0500 2299 #whydoesthepedlarsing, #fergusocarroll, #accountplanning, #marketingstrategy, #advertising, #Paulfeldwick, #onstrategyshowcase, # 4 full false Andy Nairn of Lucky Generals on their Amazon Alexa work and his new book "Go Luck Yourself" Andy is Campaign Magazine’s 2020 U.K. strategist of the year. We talk Alexa, his new book “Go Luck Yourself” and why he feels luck is where opportunity meets a prepared mind.

]]> Andy is Campaign Magazine’s 2020 U.K. strategist of the year. We talk Alexa, his new book “Go Luck Yourself” and why he feels luck is where opportunity meets a prepared mind.

]]> Fergus Buzzsprout-8341161 Thu, 15 Apr 2021 10:00:00 -0500 2379 #amazonalexa, #luckgenerals, #andynairn, #onstrategyshowcase, #marketingstrategy, #accountplanning, #fergusocarroll, #brandstrategy 4 full false Tango soda's "Sticky Moments" campaign with Ray Patterson of Britvic and Rachel Walker of VCCP The U.K. soda brand's search for purposeful humor that would reconnect it with youth culture after a long absence, and how focus groups fueled the insight. A 2020 IPA Effectiveness Award winner.

]]> The U.K. soda brand's search for purposeful humor that would reconnect it with youth culture after a long absence, and how focus groups fueled the insight. A 2020 IPA Effectiveness Award winner.

]]> Fergus Buzzsprout-8295978 Fri, 09 Apr 2021 16:00:00 -0500 3075 #tango, #onstrategyshowcase, #fergusocarroll, #advertising, #marketingstrategy, #raypatterson, #VCCP, #rachelwalker, #stickymoments, #tanguru, #brandstrategy, #accountplanning 4 full false Julian Cole on what to expect from the Planning Dirty Academy Planning is not a trade, it's a profession. It can't just be something you learn on the go. So says Julian Cole as he shares what the academy offers those who want to improve their skills.

]]> Planning is not a trade, it's a profession. It can't just be something you learn on the go. So says Julian Cole as he shares what the academy offers those who want to improve their skills.

]]> Fergus Buzzsprout-8226829 Sun, 04 Apr 2021 10:00:00 -0500 2086 4 full false Accenture's "Let there be change" campaign with CMO Amy Fuller Droga5 produced the latest brand campaign for its parent company, Accenture.  CMO Amy Fuller talks us through the brand's journey and its first ever purpose/promise statement.

]]> Droga5 produced the latest brand campaign for its parent company, Accenture.  CMO Amy Fuller talks us through the brand's journey and its first ever purpose/promise statement.

]]> Fergus Buzzsprout-8216668 Fri, 26 Mar 2021 21:00:00 -0500 1615 4 full false The Oatly brand and the spot they cleverly knew others would hate Heidi Hackemer, ECD Oatly shares what defines the Oatly brand and what led to the trolling of the Super Bowl with a spot they knew others would hate. 

]]> Heidi Hackemer, ECD Oatly shares what defines the Oatly brand and what led to the trolling of the Super Bowl with a spot they knew others would hate. 

]]> Fergus Buzzsprout-8180757 Sun, 21 Mar 2021 09:00:00 -0500 3386 #oatly, #onstrategyshowcase, #marketingstrategy, #Fergusocarroll, #heidihackemer, #itslikemilkbutmadeforhumans, # 4 full false Toyota and the challenge of a house of brands with Kathleen Kindle of Saatchi Another in our automotive series, Kathleen Kindle, Group Director Connections & Insights at Saatchi & Saatchi, Los Angeles. We talk Toyota and the challenges of being a house of brands.

]]> Another in our automotive series, Kathleen Kindle, Group Director Connections & Insights at Saatchi & Saatchi, Los Angeles. We talk Toyota and the challenges of being a house of brands.

]]> Fergus Buzzsprout-8082108 Sat, 06 Mar 2021 09:00:00 -0600 2205 #Toyota, #onstrategyshowcase, #Saatchi, #marketingstrategy, #advertising, #fergusocarroll, #automotiveseries, 3 full false Hyundai's journey from untrusted to unequaled with Cindy Scott, SVP Strategy, Innocean USA Cindy shares the story of how Hyundai went from targeting used car buyers to becoming a mass market player. And we learn the single word that defines everything the brand does.

]]> Cindy shares the story of how Hyundai went from targeting used car buyers to becoming a mass market player. And we learn the single word that defines everything the brand does.

]]> Fergus Buzzsprout-8028789 Fri, 26 Feb 2021 16:00:00 -0600 1938 #OnStrategyshowcase, #OnStrategy, #fergusocarroll, #Hyundai, #Innocean, #marketingstrategy, #advertising, #marketing, #Cindyscott, 3 full false Headspace with Colin Chow, Global Managing Partner at 21st Century Brand, San Francisco Colin shares the story behind how Headspace, a brand built on meditation, expanded its offering into mindfulness. And launched with a significant brand gesture.

]]> Colin shares the story behind how Headspace, a brand built on meditation, expanded its offering into mindfulness. And launched with a significant brand gesture.

]]> Fergus Buzzsprout-7750288 Thu, 18 Feb 2021 17:00:00 -0600 3095 #21stcenturybrand, #colinchow, #onstrategyshowcase, #marketingstrategy, #headspace, #fergusocarroll, #21CB, 3 full false 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 Jennifer Healan, VP, U.S. Marketing, McDonald's, and Tass Tsitsopoulos, Planning Director, W+K, NYC tell the story of how Wieden won the McDonald's business, blew out the Super Bowl, and later broke McDonald's supply chain with Travis Scott.

]]> Jennifer Healan, VP, U.S. Marketing, McDonald's, and Tass Tsitsopoulos, Planning Director, W+K, NYC tell the story of how Wieden won the McDonald's business, blew out the Super Bowl, and later broke McDonald's supply chain with Travis Scott.

]]> Fergus Buzzsprout-7750003 Fri, 12 Feb 2021 14:00:00 -0600 4253 #travisscott, #Famousorders, #Tasstsitsopoulos, #W+K, #jjhealan, #Onstrategyshowcase, #McDonalds, #Fergusocarroll, #marketingstrategy, #kimk, 3 full false How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London Baileys was loved, but was not being consumed. This is the story of how the team expanded beyond cocktails into the high growth world of adult treats. A 2020 IPA Effectiveness Award winner, this is the  "part cake, part booze, pure pleasure" journey. See the creative on our site.

]]> Baileys was loved, but was not being consumed. This is the story of how the team expanded beyond cocktails into the high growth world of adult treats. A 2020 IPA Effectiveness Award winner, this is the  "part cake, part booze, pure pleasure" journey. See the creative on our site.

]]> Fergus Buzzsprout-7650676 Wed, 03 Feb 2021 08:00:00 -0600 2896 3 full false Thinx MENstruation campaign with Siobhan Lonergan Thinx (period underwear) asks us to imagine a world in which men have periods too.

]]> Thinx (period underwear) asks us to imagine a world in which men have periods too.

]]> Fergus Buzzsprout-6672683 Thu, 28 Jan 2021 09:00:00 -0600 2917 3 full false Tesco, the IPA Grand Prix Award winning case, with Simon Gregory, Co-Chief Strategy Officer at BBH, London Learn the three key strategic phases of this multi-year rebuild of the iconic Tesco supermarket brand in the U.K.  This 2020 IPA Grand Prix Award winner for effectiveness includes the wonderful "Food Love Stories." 

]]> Learn the three key strategic phases of this multi-year rebuild of the iconic Tesco supermarket brand in the U.K.  This 2020 IPA Grand Prix Award winner for effectiveness includes the wonderful "Food Love Stories." 

]]> Fergus Buzzsprout-7430182 Fri, 22 Jan 2021 09:00:00 -0600 3805 #BBH, #onstrategyshowcase, #fergusocarroll, #IPAGrandprix, #effectivenessawards, #IPA, #simongregory, #Tesco, #foodlovestories 3 full false B&Q (home improvement store) with Tobey Duncan, Head of Planning, Uncommon, London To celebrate its 50th Anniversary, Uncommon launched the new "Build a Life" brand platform for B&Q in the U.K. This is the story behind that work. And the connection between home and owner.

]]> To celebrate its 50th Anniversary, Uncommon launched the new "Build a Life" brand platform for B&Q in the U.K. This is the story behind that work. And the connection between home and owner.

]]> Fergus Buzzsprout-7321330 Sat, 16 Jan 2021 10:00:00 -0600 2468 #B&Q, #Uncommonlondon, #buildalife, #onstrategyshowcase, #Fergusocarroll, #onstrategypodcast, #marketingstrategy, #TobeyDuncan, # 3 full false Faris Yakob and the structural dynamics of marketing Another episode in our thought-leader series, this international strategist, speaker, and author shares his perspective on a number of recent industry topics. 

]]> Another episode in our thought-leader series, this international strategist, speaker, and author shares his perspective on a number of recent industry topics. 

]]> Fergus and Faris Yakob Buzzsprout-6822091 Sat, 09 Jan 2021 11:00:00 -0600 3116 #farisyakob, #onstrategyshowcase, #fergusocarroll, #fergus, #marketingstrategy, #brandstrategy, #brandplanning, #stolengenius 3 full false Coca-Cola with ECD Laura Visco and Strategy Director Armando Potter of 72andSunny, Amsterdam Coca-Cola suspended its marketing efforts as the pandemic struck. It later returned with the optimistic and uplifting "Open like never before" campaign. This is the story behind the work.

]]> Coca-Cola suspended its marketing efforts as the pandemic struck. It later returned with the optimistic and uplifting "Open like never before" campaign. This is the story behind the work.

]]> Fergus Buzzsprout-7131319 Mon, 04 Jan 2021 14:00:00 -0600 2584 #coke, #openlikeneverbefore, #72andsunny, #onstrategyshowcase, #Fergusocarroll, #marketingstrategy, #onstrategypodcast 3 full false Samsung Mobile with Ed Tse, CSO at Publicis OPTS, New York The Samsung/Apple rivalry and the breakout moment that changed everything.

]]> The Samsung/Apple rivalry and the breakout moment that changed everything.

]]> Fergus Buzzsprout-6788725 Thu, 10 Dec 2020 12:00:00 -0600 1826 #onstrategyshowcase, #Samsung/Apple, #samsungmobilestrategy, #samsung, #apple, #fergusocarroll, #marketingstrategy, 3 full false Waze with Joey Camire of Sylvain Labs, NYC How the brand "changes the way the world moves through everyday acts of cooperation."

]]> How the brand "changes the way the world moves through everyday acts of cooperation."

]]> Fergus Buzzsprout-6673217 Thu, 03 Dec 2020 09:00:00 -0600 1814 full false Kia Telluride's launch with CSO Laura Forman of David & Goliath, LA How Kia launched the Telluride as “the car built for the rest of us.”

]]> How Kia launched the Telluride as “the car built for the rest of us.”

]]> Fergus Buzzsprout-6673160 Thu, 03 Dec 2020 09:00:00 -0600 1300 full false OKCupid's return with Wieden + Kennedy's Brian Ritter The cultural opportunity that allowed OKCupid to return as "the antidote to superficiality."

]]> The cultural opportunity that allowed OKCupid to return as "the antidote to superficiality."

]]> Fergus Buzzsprout-6673109 Thu, 03 Dec 2020 09:00:00 -0600 1609 3 full false Britain's National Health Service (NHS) with Jo Arden while CSO at Mullen Lowe, London We learn how planning, during pre-pandemic times, turned around the nursing recruitment efforts for Britain's National Health Service.

]]> We learn how planning, during pre-pandemic times, turned around the nursing recruitment efforts for Britain's National Health Service.

]]> Fergus Buzzsprout-6672911 Thu, 03 Dec 2020 09:00:00 -0600 2657 full false Volvo with Sophia Lindholm and Daniel Sjostrand of Forsman & Bodenfors, Gothenburg The Volvo brand has always been synonymous with safety. However, in the last few years, it has been transforming its notion of what safety means.

]]> The Volvo brand has always been synonymous with safety. However, in the last few years, it has been transforming its notion of what safety means.

]]> Fergus Buzzsprout-6672740 Thu, 03 Dec 2020 09:00:00 -0600 2331 #volvo, #Volvostrategy, #Fergusocarroll, #Onstrategyshowcase, #brandstrategy, #automotiveseries, #Forsman&bodenfors, 3 full false Modelo Beer with Piper Dolan of Ogilvy, Chicago How this hispanic beer drinkers brand, that celebrated working-class values, expanded into the U.S. general market during a time of unprecedented divisiveness.

]]> How this hispanic beer drinkers brand, that celebrated working-class values, expanded into the U.S. general market during a time of unprecedented divisiveness.

]]> Fergus Buzzsprout-6475777 Fri, 20 Nov 2020 13:00:00 -0600 1549 3 full false Siemens Employee Brand Strategy with Lachlan Williams, formerly of R/GA, London How Siemens, a company shifting from an industrial manufacturing culture to a professional services mindset, used employees as a force for recruiting new talent.

]]> How Siemens, a company shifting from an industrial manufacturing culture to a professional services mindset, used employees as a force for recruiting new talent.

]]> Fergus Buzzsprout-6474478 Fri, 20 Nov 2020 11:00:00 -0600 4170 #employeestrategy, #onstrategyshowcase, #fergusocarroll, #brandstrategy, #Siemens, #R/GA, #marketingstrategy, #employeestrategy, #recruitingstrategy, 3 full false Guinness Part 2 - Nick Hulley, ECD, joins the conversation as we talk "Made of More" 2018-2020 In part two, we hear about evolving from sombre, reflective storytelling to a warm, joyful approach. Plus, the launch of Guinness Clear (water.)

]]> In part two, we hear about evolving from sombre, reflective storytelling to a warm, joyful approach. Plus, the launch of Guinness Clear (water.)

]]> Fergus Buzzsprout-6397144 Mon, 16 Nov 2020 08:00:00 -0600 4373 3 full false FIFA's El Tornado with Martin Beverley CSO and David Mortimer of Adam & Eve DDB, London How the virtual game influenced the real world.

]]> How the virtual game influenced the real world.

]]> Fergus Buzzsprout-6308110 Tue, 10 Nov 2020 10:00:00 -0600 2437 #OnStrategyPodcast, #OnStrategyshowcase, #OnStrategy, #Fergusocarroll, #FIFA18, #eltornado 2 full false CALM's Project 84 with Will Grundy of Adam & Eve DDB, London The single image that captured the attention of an entire  country. A breathtaking, award-winning campaign that reframed male suicide in the U.K.

]]> The single image that captured the attention of an entire  country. A breathtaking, award-winning campaign that reframed male suicide in the U.K.

]]> Fergus Buzzsprout-6308035 Tue, 10 Nov 2020 09:00:00 -0600 2570 #CALM, #Project84, #Onstrategyshowcase, #Onstrategypodcast, #Fergusocarroll, #adam&eveddb 3 full false New Balance (athletic shoes/apparel) with Tomas Gonsorcik, CSO of VMLY&R, New York The story behind "Fearlessly Independent" and the rapid growth of New Balance.

]]> The story behind "Fearlessly Independent" and the rapid growth of New Balance.

]]> Fergus Buzzsprout-6307687 Tue, 10 Nov 2020 09:00:00 -0600 2074 #Newbalance, #onstrategyshowcase, #onstrategypodcast, #fergusocarroll, #marketingstrategy, #fearlesslyindependent, # 3 full false Wendy's "Fortnite" with Bret Smith, Managing Director Strategy, VMLY&R Hear the stories behind Wendy’s multiple social media successes.

]]> Hear the stories behind Wendy’s multiple social media successes.

]]> Fergus Buzzsprout-6307498 Tue, 10 Nov 2020 09:00:00 -0600 2321 #OnStrategyShowcase, #OnStrategy, #Wendys, #Fergusocarroll, #Marketingstrategy, #socialstrategy, #socialmediastrategy, #fortnite, 3 full false Headhunter Stuart Parkin offers tips for planners looking for what’s next Author of the new 2020 book for planners "Getting Positive," (published after our interview) Stuart shares his advice as a recruiter who specializes in placing planners worldwide. I hope Stuart's advice is helpful to those struggling with what's next.

]]> Author of the new 2020 book for planners "Getting Positive," (published after our interview) Stuart shares his advice as a recruiter who specializes in placing planners worldwide. I hope Stuart's advice is helpful to those struggling with what's next.

]]> Fergus Buzzsprout-6206728 Tue, 03 Nov 2020 11:00:00 -0600 2082 #stuartparkin, #fergusocarroll, #onstrategyshowcase, #headhunters, #onstrategy, 3 full false Guinness Part 1 - the story behind "Made of More" with Alison Falconer of Diageo and Craig Mawdsley of AMV BBDO A masterclass in brand strategy. Learn the story behind the shift from "Good things come to those who wait" to "Made of More." This is episode 1 of 2.

]]> A masterclass in brand strategy. Learn the story behind the shift from "Good things come to those who wait" to "Made of More." This is episode 1 of 2.

]]> Fergus Buzzsprout-6087088 Tue, 27 Oct 2020 09:00:00 -0500 3627 #OnStrategyShowcase, #OnStrategy, #Guinness, #Guinnessmadeofmore, #Diageo, #AlisonFalconer, #Craigmawdsley, #AMVBBDO, #Goodthingscome, #Fergus, #Fergusocarroll, #marketingstrategy, 3 full false Honda and the "Paper" campaign with RPA's Christian Cocker, SVP, Executive Planning Director As part of our series on auto brands, we talk to Christian Cocker about the Honda brand, the category and the agency's award-winning "Paper" campaign.

]]> As part of our series on auto brands, we talk to Christian Cocker about the Honda brand, the category and the agency's award-winning "Paper" campaign.

]]> Fergus Buzzsprout-6030547 Fri, 23 Oct 2020 10:00:00 -0500 2903 #Hondavehicles, #RPA, #Hondacasestudy, #Onstrategyshowcase, #Fergus, #Marketingstrategy, #autoseries, #onstrategypodcast, 3 full false The New Yorker brand campaign with Brendon Volpe and Ben Yabsley of CNX How this iconic brand is increasingly building an audience amongst those frustrated with bite-sized media.

]]> How this iconic brand is increasingly building an audience amongst those frustrated with bite-sized media.

]]> Fergus Buzzsprout-5979799 Tue, 20 Oct 2020 09:00:00 -0500 2653 #OnStrategyPodcast, #OnStrategyshowcase, #TheNewYorker, #Fergusocarroll, #brendonvolpe, #benyabsley, #davidremnick, # 3 full true Samsung v.s. iPhone from the book Samsung Rising by Geoffrey Cain The story behind Samsung's challenge of the iPhone with "The next big thing is already here" campaign.

]]> The story behind Samsung's challenge of the iPhone with "The next big thing is already here" campaign.

]]> Fergus Buzzsprout-5946514 Sun, 18 Oct 2020 11:00:00 -0500 2165 #72andsunny, #Samsung, #Galaxy2campaign, #Toddpendleton, #brianwallace, #geoffreycain, #onstrategyshowcase 3 full false New Zealand Tourism with Rory Gallery of the Special Group Learn the geographic insight Tourism New Zealand used to create its “Good Morning World” campaign.

]]> Learn the geographic insight Tourism New Zealand used to create its “Good Morning World” campaign.

]]> Fergus Buzzsprout-5802604 Thu, 08 Oct 2020 10:00:00 -0500 2028 #OnStrategyPodcast, #OnStrategyshowcase, #NewZealandTourism, #Goodmorningworld, #RoryGallery, #TheSpecialGroup, #tourismstrategy 3 3 full false Smirnoff Vodka with Stephen O'Kelly of Diageo and Tim Jones of 72andSunny Learn how Smirnoff used its origin story to position the world’s most popular vodka as “The world’s most infamous spirit.”

]]> Learn how Smirnoff used its origin story to position the world’s most popular vodka as “The world’s most infamous spirit.”

]]> Fergus Buzzsprout-5786986 Wed, 07 Oct 2020 12:00:00 -0500 4857 #OnStrategyPodcast, #OnStrategy, #Smirnoffvodka, #Diageo, #worldsmostinfamousspirit, #FergusOcarroll, #Smirnoffcasestudy, 3 2 full false Brixton Finishing School graduate, Niamh Paul One of 2020's Cream Award winners, Niamh Paul tells us how Brixton Finishing School wants to disrupt the way agencies recruit. 

]]> One of 2020's Cream Award winners, Niamh Paul tells us how Brixton Finishing School wants to disrupt the way agencies recruit. 

]]> Fergus Buzzsprout-5621542 Sun, 27 Sep 2020 08:00:00 -0500 2315 #allyowen, #BrixtonFinishingschool, #fergus, #onstrategyshowcase, #onstratgy, #robcampbell, #niamhpaul, #davetrott, #trevorwebb, 2 15 full false Durex Condoms with Chantelle Begley of Havas, London Learn how Durex is challenging pandemic culture by asking if we really want to go back to normal.

]]> Learn how Durex is challenging pandemic culture by asking if we really want to go back to normal.

]]> Fergus Buzzsprout-5488366 Thu, 17 Sep 2020 14:00:00 -0500 1742 Durexcondoms, chantellebegley, havas, onstrategy, marketing strategy, insights, pandemicculture 2 4 full false Adidas "Originals" with Mark Aronson of Johannes Leonardo, NY How the brand reconnected with street culture through a series of three themes.

]]> How the brand reconnected with street culture through a series of three themes.

]]> Fergus Buzzsprout-5487751 Thu, 17 Sep 2020 13:00:00 -0500 2006 Adidas, Adidas Originals, OnStrategyShowcase, JohannesLeonardo, Strategy, Planning, creativestrategy, Fergus 2 3 full false Gareth Kay, Founding Partner of Chapter SF, suggests we find better problems to solve. Fergus Buzzsprout-5433112 Mon, 14 Sep 2020 10:00:00 -0500 2894 2 12 full false Nike with Andy Lindblade, Head of Strategy at Wieden + Kennedy, Portland Fergus O'Carroll Buzzsprout-3783842 Sat, 16 May 2020 09:00:00 -0500 3485 2 1 full false Freelancers Needed. Brand Federation with Matt Williams Planners out of work may find Brand Federation to be a useful source for projects. It's a new group trying to match projects to talent. Hope they're helpful. 

]]> Planners out of work may find Brand Federation to be a useful source for projects. It's a new group trying to match projects to talent. Hope they're helpful. 

]]> Fergus O'Carroll Buzzsprout-3657640 Thu, 07 May 2020 07:00:00 -0500 2799 #freelancersneeded, #freelanceplanners, #martinagency, #onstrategyshowcase, onstrategypodcast 1 13 full false Libresse's Viva La Vulva campaign with Bridget Angear of AMV BBDO London WARC ranks it as the second most creatively awarded campaign. Bridget shares the strategy story behind its success.

]]> WARC ranks it as the second most creatively awarded campaign. Bridget shares the strategy story behind its success.

]]> Bridget Angear Buzzsprout-3042523 Tue, 17 Mar 2020 22:00:00 -0500 1852 #vivalavulva, #Bloodnormal, #Bodyformcampaign, #Onstrategypodcast, #WARCcampaigns, #libresse, 1 12 full true Rob Campbell, (former) Head of Strategy R/GA London talks cultural strategy and the edge effect. Rob Campbell talks cultural strategy and the importance of the edge effect.

]]> Rob Campbell talks cultural strategy and the importance of the edge effect.

]]> Rob Campbell of R/GA, London Buzzsprout-2930824 Thu, 05 Mar 2020 20:00:00 -0600 2434 #robcampbell, #onstrategypodcast, #brandstrategy, #marketingstrategy, #strategy, #culturalstrategy, #edgeeffect, #robertc1970 1 11 full false KFC with Wieden+Kennedy's Britton Taylor. The story behind the rebirth of the Colonel and Kentucky Fried Chicken.

]]> The story behind the rebirth of the Colonel and Kentucky Fried Chicken.

]]> Fergus O'Carroll Buzzsprout-2826553 Mon, 24 Feb 2020 09:00:00 -0600 2219 #OnStrategyPodcast, #OnStrategy, #KFC, #KFCW+K, #WiedenandKennedyKFC, #W+KKFC, #KFCCasestudy, #thecolonel, #extracrispycolonel, 1 10 full false Tourism Australia with Droga5's Will Davie A movie trailer for a Crocodile Dundee reboot or a tourism campaign? Hear the story behind the creative strategy that framed "Australian Nature."

]]> A movie trailer for a Crocodile Dundee reboot or a tourism campaign? Hear the story behind the creative strategy that framed "Australian Nature."

]]> Fergus O'Carroll Buzzsprout-2803936 Fri, 21 Feb 2020 08:00:00 -0600 2307 TourismAustralia, TourismAustraliacasestudy, Droga5 case study, Onstrategypodcast, Fergus O'Carroll, Crocodiledundee, Dannymcbride, chrishemsworth, movietrailer, 1 9 full true Orange Theory Fitness with Nigel Carr How does in-person, as apposed to virtual community influence motivation? That's the Orange Theory versus Peloton story.

]]> How does in-person, as apposed to virtual community influence motivation? That's the Orange Theory versus Peloton story.

]]> Fergus O'Carroll Buzzsprout-2749702 Sat, 15 Feb 2020 07:00:00 -0600 1400 #onstrategypodcast, #onstrategy, #orangetheoryfitness, #Nigelcarr, #FergusOCarroll, #orangetheorycasestudy, 1 8 full true ITV rebrand with Lucy Jameson of Uncommon London In a world of streaming services, find out how a national broadcaster is sharpening its brand.

]]> In a world of streaming services, find out how a national broadcaster is sharpening its brand.

]]> Fergus O'Carroll Buzzsprout-2695384 Sun, 09 Feb 2020 10:00:00 -0600 2506 #uncommonlondon, #ITV, #lucyjameson, #onstrategypodcast, #Fergusocarroll, ITVbrand, #ITVmarketing, 1 7 full false Audi with Ben Shaw of BBH London Ben Shaw, Head of Strategy at Bartle Bogle Hegarty (BBH) talks us through the successful evolution of the Audi brand and its definition of "Progressive Premium."

]]> Ben Shaw, Head of Strategy at Bartle Bogle Hegarty (BBH) talks us through the successful evolution of the Audi brand and its definition of "Progressive Premium."

]]> Audi with Ben Shaw BBH, London Buzzsprout-2631769 Sat, 01 Feb 2020 09:00:00 -0600 1668 Audi, Audi brand, Audi UK, Modern luxury, Fergus O'Carroll, Audi Strategy, Audi Clowns, Ben Shaw, BBH London, On Strategy Podcast, 1 6 full false LUVs Diapers with Tiffany Graeff (the planner's perspective) LUVs Diapers with Tiffany Graeff (the planner's perspective)

]]> LUVs Diapers with Tiffany Graeff (the planner's perspective)

]]> Tiffany Graeff Buzzsprout-2542210 Tue, 21 Jan 2020 07:00:00 -0600 1430 LUVs diapers, LUVs brand, LUVs insight, LUVs case study, Tiffany Graeff, On Strategy Podcast, Fergus O'Carroll, 1 5 full false Burger King with Jon Carlaw The strategy behind the irreverent and unique Burger King creative work and how it fuels their messaging.

]]> The strategy behind the irreverent and unique Burger King creative work and how it fuels their messaging.

]]> Jon Carlaw from David, Miami on Burger King Buzzsprout-2497939 Wed, 15 Jan 2020 08:00:00 -0600 1210 Jon Carlaw, Burger King Strategy, Burger King Brand, Burger King Creative, Burger King campaign, David Miami, On Strategy Podcast, 1 4 full false LUVs with Mason Hedgecoth (the creative's perspective) The story behind the creative strategy for LUVs diapers. "By their second child, every parent is an expert" was the insight around which the entire campaign was built.

]]> The story behind the creative strategy for LUVs diapers. "By their second child, every parent is an expert" was the insight around which the entire campaign was built.

]]> Mason Hedgecoth Buzzsprout-2452748 Fri, 10 Jan 2020 08:00:00 -0600 1564 #LUVsdiapers, #LUVsbrand, #LUVsinsight, #LUVscasestudy 1 3 full false John Lewis Insurance - Tom Sussman An interview with Adam & Eve's Planning Partner Tom Sussman about the strategy behind the Tiny Dancer campaign for John Lewis Department Stores.

]]> An interview with Adam & Eve's Planning Partner Tom Sussman about the strategy behind the Tiny Dancer campaign for John Lewis Department Stores.

]]> Fergus interviews Tom Sussman, Planning Partner at Adam & Eve DDB in London. Buzzsprout-2401421 Fri, 03 Jan 2020 11:00:00 -0600 1702 John Lewis Campaign, Tiny Dancer, Brand Strategy, marketing strategy, Tom Sussman, Fergus O'Carroll, OnStrategy, 1 2 full false Beats by Dre with Simon Wassef An interview with Simon Wassef, Chief Strategy Officer of Chiat Day LA. Simon talks us through the strategy behind the successful Beats campaign. 

]]> An interview with Simon Wassef, Chief Strategy Officer of Chiat Day LA. Simon talks us through the strategy behind the successful Beats campaign. 

]]> Simon Wassef Buzzsprout-2400992 Fri, 03 Jan 2020 10:00:00 -0600 2083 #BeatsbyDre, #beatsstrategy, #brandstrategy, #onstrategyepisodes, #beatscasestudy, #onstrategypodcast, 1 1 full false