On Strategy Showcase

After hitting a dead-end using traditional planning methods, the frustrated team discovered the true problem and pivoted to success. I'm joined by VCCP's CSO Max Keane and Planning Director Matt Hayes to talk through their Müller Rice award-winning Rice, Rice Baby campaign.

Andrew Tindall, SVP at System1, offers creative effectiveness analysis. Matthew Herbert, co-founder of Tracksuit, provides brand-tracking data from London. Kate Rush Sheehy, CSO at GSD&M, brings strategic perspective on positioning. They dissect Burberry’s Olivia Colman spots and brand cues. They debate Johnnie Walker’s Keep Walking evolution and whether to rebuild category relevance or sharpen storytelling.

A fantastic example of planning is the new Folk VML campaign for the Irish National Lottery. An insight, well produced, that followed three strategic pillars that actually make sense. Joining me are Enda Kelly, MD of Folk VML, Dublin and Karl Waters, Chief Creative Officer. A great conversation. Thank you both.

The new executive team discovered that while the 125 year-old brand is recognized, it's not well known. And in a category dominated by me-too products, it was time to reset the Goodyear brand. Built on the platform "tires worth bragging about," the campaign uses Dr. Dre's "Still D.R.E." to share the story of the brand's past and its pop culture presence. I'm joined by Taylor Grimes of Goodyear and Lindsey McNabb of BBH, NY.

We're a nation of protein-seeking adults in search of alternatives to yogurt snacks and chicken bites. So why not a healthier, protein-packed beef stick snack? Tons to learn in this episode. "Stick to Real" is the brand's platform. Its executions contrast exaggerated reality with moments of real. I talk with Archer Meat's Andrew Thomas. Thanks to Tracksuit for supporting our show.

We talk about how the world's greatest e-comm site considers category entry points. Also about the story behind this year's holiday ads campaign, including Benedict Cumberbatch's 5-Star Ratings Theatre, and what the now full-funnel marketer is still trying to better understand. I'm joined by Chris Marchegiani, Head of Brand Planning Insights and Creative, and Garett Levy, Sr. Global Brand Planner.

Planning's greatest Holiday Ads Party returned live to the Merchandise Mart in Chicago. A packed house watched and debated some of the best holiday ads from the US and UK. On stage were Nimisha Jain, CSO at Highdive, Pedr Howard, Head of Creative Excellence at Ipsos, Samantha Cescau, CSO at Leo Burnett and Mark Gross, Co-Founder and Co-CCO at Highdive. Love to hear what your favorite Holiday spot was this year. Thanks to Ipsos, The Effies and Tracksuit for supporting our 2025 live tour. Happy Holidays everyone.

Join Alex Grieve, Chief Creative Officer at BBH, Chris Gallery of Mother London, Mel Arrow of McCann, and Paula Bloodworth, co-founder of Alien Baby, as they reflect on the lessons from 2024. They discuss how cultural moments, like Taylor Swift's impact, shape brand strategy. The panel debates the challenges of creativity in advertising amidst organizational layers, and the need for long-term partnerships. They emphasize the importance of authenticity in brand storytelling, showcasing examples from Burberry and Neurofen's innovative campaigns. Exciting ideas for 2026 also emerge!

The odds were stacked against Indeed in India. Late to market and up against behemoths whose combined market share crossed 90%, they had a fight on their hands. We hear the backstory of how they build a B2B beachhead as a way into the broader B2C market. Thanks to the Effies for making this international episode possible.

Helene Dick, Head of Strategy at Special LA; Tom Kenny, CSO at Courage; Vanessa Chin, SVP Marketing for System One; and Matt Herbert, Co-founder of TrackSuit, delve into the intersection of AI and beauty. They dissect Claude AI's emotional appeal and its B2B focus compared to consumer-targeted AI like ChatGPT. The Ordinary's minimalist branding and Neutrogena's nostalgic campaigns are highlighted, showcasing the different strategies in beauty marketing and their performances in driving brand growth, with insights from tracking data and creative effectiveness.