Sweathead, A Strategy Podcast

In this episode, we look at five insights about insight hunters as suggested by strategists. You can find the deck here: https://bit.ly/insighthunters ** THIS WEEK ONLY: You can the coupon code HOLIDAY22 on the Sweathead website to get 20% off plus free shipping of 2 or more copies of my book "Strategy Is Your Words". You can find out about our membership at http://www.sweathead.com. We'll be announcing tens of events and masterclasses in 2023 soon. If you enjoy this episode, please share it with a friend and give it a kind review. ** 🔥 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.

You can find this episodes on Instagram @markpollard. You can the coupon code HOLIDAY22 on the Sweathead website to get 20% off plus free shipping of 2 or more copies of my book "Strategy Is Your Words". You can find out about our membership at http://www.sweathead.com. We'll be announcing tens of events and masterclasses in 2023 soon. If you enjoy this episode, please share it with a friend and give it a kind review. ** 🔥 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.

Eden Swanson is Group Planning Director at Carmichael Lynch in Minneapolis. Her team picked up a Gold Effie in 2021 as well as a bronze in the Connection Strategy category of the 2022 Jay Chiat Awards. At its simple, communications planning (or, "connection planning"), seeks to reach its audience where they spend time and in ways that work for the channels in which they spend time as well as for the brand. However, where comms planning really comes to life is when the campaign idea and how the brand turn up rub off on each other, channeling the same theme. For instance, if a brand wants to talk about intimacy, it might choose places that desperately need it or that have a lot of it. This can make the campaign more effective. In this episode, Eden takes us through the handful of key decisions that led to this effective campaign. The decisions each pushed back on the original brief. They challenged the original audience focus, the message, and the channels the client expected to use. You can find Eden here: https://www.linkedin.com/in/edenswanson/ ** 🔥 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.

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.