Sweathead, A Strategy Podcast

Edelman's Amina Colter Jones (SVP, Health), Dinah Douglas (Senior Strategist), and Laura Goldsmith (Head of Strategy, LA) were part of a team that helped The Boris Lawrence Henson Foundation launch a campaign to get attention for black student's mental health challenges. The campaign was called “The Unspoken Curriculum”. It recently picked up Gold in the Healthcare category and an honorable mention for Nonprofit Strategy at the 2022 Jay Chiat Awards.  In this episode of Sweathead, we discuss how it came to be–from why the campaign was needed to how the team arrived at their approach as well as the involvement of their clients. You can see the campaign here: https://borislhensonfoundation.org/unspoken/ Amina Colter Jones (SVP, Health): https://www.linkedin.com/in/amina-colter-jones-94545512/ Dinah Douglas (Senior Strategist): https://www.linkedin.com/in/dinahdouglas/ Laura Goldsmith (Head of Strategy, LA): https://www.linkedin.com/in/lauraseidengoldsmith/ ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

British Airways has just launched a new positioning "A British Original" and a new campaign "Every Reason You Fly". The campaign breaks conventions by focusing on small moments that happen because of travel in their 15-second ads as well as the real reasons people travel.  Part of the campaign involves 500 ads which feature three radio checkboxes and the words "Business" and "Leisure" then a third set of words showing the real reason someone is traveling, such as "Because the weather sucks" and "Remission". The campaign was made by the profuse Uncommon Creative Studio with MG OMD handling media. It's one of those campaign that has excited agency folk with industry writer Tim Nudd declaring "British Airways' New Ads Will Make You Love Copywriting Again". However, the campaign has also come in for criticism from the marketing effectiveness community and some experienced marketers. I wanted to use the campaign as a way to bring both sides of the house together to discuss why some people love this work and why others think it won't work. Since 2020 especially, online discussions about advertising have often and quickly become toxic with people speaking over, around, and beyond each other. So I brought together Colin Lewis and John Long to hear their perspectives. Colin Lewis has spent over a decade marketing travel brands such as Thomas Cook, Stobart Air, City Jet, and flybmi. The travel tech company he last worked at has sold over $1B of British Airways tickets. And he has strong opinions about what works with travel marketing. John Long is ECD at LG’s in-house agency as well as the former global head of creative for The Economist and an ECD at Ogilvy NY. He recently shared a Twitter thread comparing old advertising to recent digital advertising that stoked strong reactions and he's worked on the Southwest Airlines brand.  You can find Colin here: https://twitter.com/colinalewis John is here: https://twitter.com/janthonylong The new British Airways campaign is here: https://www.lbbonline.com/news/there-are-over-500-unique-reasons-to-fly-in-british-airways-unique-campaign You can listen to a Sweathead interview with Lucie Jamieson, Co-Founder of Uncommon here: https://podcasts.apple.com/us/podcast/what-if-you-could-make-an-agency-from-scratch-lucy/id1370723809?i=1000472372492 ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

In this episode, I speak with John Lyons, a senior marketer who was recently at the LEGO Group.  John has been weathering a difficult few years. He's shared his challenges on Twitter–the loss of a brother, a marriage, a career, and more.  I wanted to find out more and to put a voice to his story. We discuss some topics that might be difficult for you to listen to–including depression and self-harm.  I recently heard of research that suggests that if you give people a trigger warning they're more likely to feel triggered but I don't know what to do with this research as I publish this episode. Mental health crises can hit any of us at any time. In fact, a real crisis will hit most of us directly or through people we know at some point in our lives. Unfortunately, when we are hit directly, we withdraw, we isolate, and we struggle to reach out for help. If this describes you now then you will hopefully benefit from John's story. Please reach out for help. Millions of other people are confronting similar challenges.  Thank you to John for sharing your story with us. You can find him here: https://twitter.com/johnnieego ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Susan Coghill is the Chief Marketing Officer of Tourism Australia. Susan and her team have just launched a new campaign with their agencies M&C Saatchi, UM, Digitas and many more. They are spending $125M over two years in an attempt to get tourism numbers back to pre-pandemic levels of about nine million visits per year. In this episode, we discuss: - How the campaign came to be - Some of the science in the campaign, especially the distinctive brand assets it deploys, and - How Tourism Australia selects its agency partners. You can find the campaign “Come and Say G’Day” here: https://www.tourism.australia.com/en/resources/campaign-resources/come-and-say-gday.html You can find Susan here: https://www.linkedin.com/in/susancoghill ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Mayur Hola is a former creative director who now runs India's OYO brand. OYO helps small- and medium-sized hotels sell their rooms. They've been winning a ton of awards for a campaign they made with The Script Room, including several at the 4As' Jay Chiat awards. In this interview, Mayur takes us through the key decisions that led to this campaign, one that attempted to increase hotel bookings by showing people that hotel rooms can be used in many more ways than just for couples romances or for on-the-road business trips.  You can find Mayur here: https://www.linkedin.com/in/mayurhola/ ** The Sweathead Do-Together will take you through ten hours of strategy conference October 18-20, 2022. The Sweathead Strategy Accelerator is 4 weeks of lively strategy training and starts Oct 25, 2022. Find out more at http://www.sweathead.com. ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Tim Gingrich, along with his team at Edelman and his clients at Dallas Regional Chamber, recently picked up a couple of trophies at the 4A's Jay Chiat Awards. Silver in the Healthcare category, bronze in the Regional category. In this interview, Tim takes us through the thinking behind the initiative that sought to get over 600,000 North Texans vaccinated and why capitalism played a key role in the messaging. You can find Tim here: https://www.linkedin.com/in/timgingrich/ ** The Sweathead Do-Together will take you through ten hours of strategy conference October 18-20, 2022. The Sweathead Strategy Accelerator is 4 weeks of lively strategy training and starts Oct 25, 2022. Find out more at http://www.sweathead.com. ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

James Whatley is Chief Strategy Officer at UK agency Diva. Diva works with gaming brands but they also help non-gaming brands get into gaming. James is speaking at our upcoming conference The Sweathead Do-Together so I thought it would be good to speak to him about the work he's doing at Diva: 1. How does an agency that focuses on gaming work with brands? 2. How can brands get it right more often than not? You can find James here: https://twitter.com/Whatleydude ** The Sweathead Do-Together will take you through ten hours of strategy conference October 18-20, 2022. The Sweathead Strategy Accelerator is 4 weeks of lively strategy training and starts Oct 25, 2022. Find out more at http://www.sweathead.com. ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

This Sweathead episode is a live workshop in front of a virtual audience of about 60 people. Working with the team at TEACH, we try to crack a strategy to get more people with bachelor's degrees to consider teaching STEM in high schools around the USA. You'll hear Jen Cooper (Senior Director of Content), Teresa Alexandru (Director of Growth Marketing), and Nancy Sylvan (Director of Programs) workshop with me, Mark. We sort of got somewhere. But perhaps it's the messiness that makes the most sense. You can find out more about TEACH here: http://www.teach.org ** The Sweathead Do-Together will take you through ten hours of strategy conference October 18-20, 2022. The Sweathead Strategy Accelerator is 4 weeks of lively strategy training and starts Oct 25, 2022. Find out more at http://www.sweathead.com. ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Ever felt creative but uncertain about how strategic you were? What about the other way around? In this episode, we get into both of these situations. We'll discuss small shifts creative minds can take to become more strategic and help the strategy-inclined to understand their creativity. We also answer strategist questions: 1. How can I sell strategy without design? 2. What to do if your creative crew isn't capable of translating your strategy into a digital concept? 3. How do you convert a campaign pitch to a brand strategy pitch? 4. Tips for someone transitioning from a strategy doer into a strategy leader? To find some of this on Instagram... "I'm creative but am I strategic?" https://www.instagram.com/p/Ch2ZpGYOo8Q/ Why strategy work is creative work https://www.instagram.com/p/CiA0yYOOkCa/ ** The Sweathead Do-Together will take you through ten hours of strategy conference October 18-20, 2022. The Sweathead Strategy Accelerator is 4 weeks of lively strategy training and starts Oct 25, 2022. Find out more at http://www.sweathead.com. ** 🔥 Strategy classes: http://www.sweathead.com ✉️ Newsletter: http://eepurl.com/dscjW5 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.

Sharing creative briefs with creative teams is intimidating when you're starting out. In this episode, I share some history, including "I didn't write my first creative brief until I was about 28", and at least 15 tips about how to do this.  Listen to this episode with CCO Jill Applebaum and ECD Kieran Ots as they give feedback to strategists: https://podcasts.apple.com/us/podcast/creative-bosses-give-4-strategists-feedback-live-and/id1370723809?i=1000571081998 For more Internet content about sharing creative briefs: 1. "I need to give the creative team feedback but I'm scared." https://www.instagram.com/p/Chsnci2J3uY/ 2. 8 Things To Consider When Sharing Creative Briefs With Creative Teams https://www.instagram.com/p/ChXPmUDuGMp/ ** The Sweathead Do-Together conference and our next multi-week accelerator will happen in October, 2022. Podcast listeners can get early-bird tickets to the Do-Together until September 14. Instructions are in this episode. ** Subscribe to our newsletter for updates: ✉️ Newsletter: http://eepurl.com/dscjW5 ** 🔥 Strategy classes: http://www.sweathead.com 📸 Instagram: http://www.instagram.com/sweathead 🔊 Podcast & other links: https://znap.link/sweathead Sweathead is a support group for strategists and account planners around the world. We host conferences, online courses, live events, and podcasts. We also train companies.