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The inspiration behind "Life insurance so good they're gonna want you dead" May 17, 2022

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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.

How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand May 11, 2022

Show notes

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.

Ian Leslie makes a compelling case for harnessing biased thinking in strategy May 01, 2022

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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.

Orlando Wood (author of Lemon) on why creative work has been losing its effectiveness Apr 20, 2022

Show notes

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.

How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first Apr 12, 2022

Show notes

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.

Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman Apr 06, 2022

Show notes

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.

W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls Mar 15, 2022

Show notes

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.

How McDonald's NZ restaged an iconic song to support national unity Mar 03, 2022

Show notes

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.

The story of "What happens in Vegas, stays in Vegas" and why it's changing Feb 25, 2022

Show notes

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.

Lexus in Hong Kong and how dollars redirected across the customer journey converted in spades Feb 21, 2022

Show notes

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.

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