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Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi Jun 11, 2023

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There are many credible marketing effectiveness voices that often disagree with each other. Mary's latest report brings those opinions together and adds the Kantar perspective. This episode sponsored by the Master of Advertising Effectiveness Program. MAE.academy.

Helen Edwards on why tomorrow's growth will come from the fringes Jun 04, 2023

Show notes

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.

Pabst Blue Ribbon (PBR) beer and the limits of hipster culture May 28, 2023

Show notes

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.

Living outside the bubble with The Northern Planner, Andrew Hovells May 20, 2023

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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.

The story behind Hanes' Make Yourself Comfortable platform May 14, 2023

Show notes

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.

Steven Lacey on the dangers of fishbowl thinking May 09, 2023

Show notes

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.

Partners Life. How embracing a taboo inspired a winning strategy Apr 24, 2023

Show notes

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.

Tourism Australia's campaign is a lesson in distinctive brand assets Apr 16, 2023

Show notes

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.

Blackstone. Why top CSOs are moving to the investment firm Apr 08, 2023

Show notes

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.

Rob Campbell, Paula Bloodworth and Martin Weigel interview me Apr 03, 2023

Show notes

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.

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