On Strategy Showcase

Latest Episodes:

The "Bless Your F**king Cooch" social moment that went viral for Mischief & EOS Feb 16, 2022

Show notes

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.

Aldi Supermarkets and the art of reframing a negative Feb 10, 2022

Show notes

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.

Why Bumble encourages women to fall in love with the journey, not just the destination Feb 04, 2022

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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.

Why DB Export Gold may be the most romantic beer in the world Feb 01, 2022

Show notes

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.

Persil laundry detergent’s "Dirt is Good" brand platform Jan 26, 2022

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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.

The Michelin star PR strategy that put KFC Australia back on the map for quality Jan 21, 2022

Show notes

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.

TBWA Chiat Day LA has a new unit dedicated to B2B marketing. We learn about it from John Hickman Jan 19, 2022

Show notes

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.

The story behind Home Center’s decision to stand with single mothers Jan 13, 2022

Show notes

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

How "The Dance" reversed Speight’s Beer's 36% sales decline Jan 09, 2022

Show notes

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.

Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets Jan 05, 2022

Show notes

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.

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