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Latest Episodes:

How "Purpose" can lead to bad marketing, with Nick Asbury Aug 18, 2024

Show notes

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.

Classics Episode: Kit Kat on giving yourself a break Aug 12, 2024

Show notes

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.

Nike & the culture of W+K with CSO, Andy Lindblade Aug 05, 2024

Show notes

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.

Classics Episode: The Economist's "white on red" campaign Jul 29, 2024

Show notes

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.

Inside audible’s "There's more to imagine when you listen." Jul 22, 2024

Show notes

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.

How Mischief and CMO, George Felix are refreshing Chili's Jul 15, 2024

Show notes

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.

The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS Jul 08, 2024

Show notes

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.

CFO/CMO Series Ep#3, S&P Global Jun 30, 2024

Show notes

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.

Live from Dublin: Voices of Irish marketing Jun 24, 2024

Show notes

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.

Meet the brand-side architects of effectiveness Jun 16, 2024

Show notes

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.

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