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Mark Ritson on his Top 10 Marketing Moments of 2021 Dec 27, 2021

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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.

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 Dec 16, 2021

Show notes

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.

The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary Dec 08, 2021

Show notes

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.

How Cadbury's "there's a glass and a half in everyone" rebuilt the brand Nov 25, 2021

Show notes

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.

Pharma marketing: why there's so much of it and why it needs to change, with John Kenny of Intouch Nov 17, 2021

Show notes

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.

The KitchenAid campaign that shines a light on sexism in professional kitchens, with Stephanie Kelly of Digitas, Chicago Nov 11, 2021

Show notes

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."

The Starbucks brand and the project that led to the Funnel Cake Frappuccino, with Ben Doepke Oct 31, 2021

Show notes

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.

Temptations' Halloween campaign suggests giving your cat an alternative to eating you, with Jack Spicer of Adam&EveDDB Oct 21, 2021

Show notes

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.

Lurpak's strategic pivot with Rory Foster of W+K, London Oct 12, 2021

Show notes

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.

Out of Google Labs, Apple and W+K comes Arts & Letters. A look inside with Andy Grayson, Head of Strategy Oct 07, 2021

Show notes

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.

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