On Strategy Showcase

This month, Starbucks and JCPenney. Guest panelists Mary Bakarich, Group Strategy Director at Johannes Leonardo and Christopher Owens, Head of Strategy at TRG join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

Nimisha Jain, EVP of Strategy at Mischief, and Marcelo Pascoa, VP of Marketing at Coors, dive into Coors Light's brand evolution from 'Cold & Refreshing' to a concept of 'Choose Chill'. They discuss the shift from product focus to lifestyle branding, fostering deeper emotional connections. The guests explore innovative marketing strategies, including a humorous Super Bowl campaign that turns post-game blues into chill vibes. With an emphasis on mental wellbeing, they highlight a new approach that aligns with contemporary consumer preferences for relaxation.

Join Rankin Carroll, Chief Brand Officer for Mars Wrigley, and Colin Selikow, Chief Creative Officer of DDB Chicago, as they discuss the award-winning 'Apologize the Rainbow' campaign. They reveal how they turned consumer frustration over flavor changes into a vibrant marketing opportunity. The duo dives into the strategic decisions behind the return of Lime Skittles, emphasizing the importance of engaging fans authentically. Listen in to explore their creative approaches and the innovative use of platforms like Twitch to strengthen brand connections.

Join Tom Morton, a strategy consultant and former Chief Strategy Officer at R/GA, Britton Taylor, a freelance strategist with a long history at Wieden+Kennedy, and Lisa Prince, founder of School of Ideas, as they discuss their transitions from agency life to independent ventures. They share insights on the evolving advertising landscape, the joy of creative freedom, and the challenges of entrepreneurship. From the benefits of freelancing to the essential business skills needed for success, their journey highlights the excitement and anxiety of carving out new paths in strategy.

Featuring Alan Snitow, a Chicago-based Freelance Strategist, Vanessa Chin, SVP Marketing at System One, Matt Herbert, Co-founder of TrackSuit, and Marika Wiggan, Head of Strategy at Preacher, the conversation dives into modern branding. They discuss how Progressive Insurance and Chick-fil-A use relatability and humor to engage consumers. The panel highlights the effectiveness of brand characters and emotional marketing strategies. Their analysis reveals how these brands have innovatively transformed their approaches, creating strong consumer connections and loyalty.

David Tiltman, Chief Content Officer at WARC, dives into 'The Multiplier Effect,' a new report analyzing U.S. marketing data. He emphasizes the vital integration of brand building and performance marketing, especially during budget cuts. The conversation critiques traditional branding methods, advocating for modern strategies that blend creativity with measurable results. Tiltman also highlights the need for tailored approaches in the U.S. market and explores the balancing act between engaging current and future customers through effective advertising.

Catherine Willoughby, Strategy Director at Adam and Eve DDB, shares her expertise in capturing the fleeting obsessions of children that fuel The Entertainer's latest marketing campaign. She discusses the importance of understanding kids' rapidly changing interests and how this insight shapes engaging advertising strategies. With humor, she reflects on a unique toy narrative that personifies childhood experiences, while also touching on the evolving toy retail landscape and the creative teamwork that drives innovation in marketing.

Marcus Collins, a marketing professor and author, Gareth Kay, a partner at The Intangibles, and Suzanne Powers, founder of Powers Creativity, discuss their transitions from agency life to new ventures. They share personal stories about navigating career changes and the creativity required to thrive outside traditional roles. The conversation touches on the importance of mentorship, the evolution of marketing strategies, and enhancing client-agency relationships. Insights on team dynamics and the emotional journey of collaboration also provide valuable lessons for professionals in the industry.

Johnny Corpuz, Head of Comms Strategy at BBDO NY, Vanessa Chin, SVP of Marketing at System One, and Michaela Hopkins, Head of Marketing at Tracksuit, engage in a lively discussion about Vrbo’s marketing strategies, focusing on its family-friendly messaging and brand differentiation from Airbnb. They humorously explore the balance of positive emotions in advertising, the importance of cultural icons, and the innovative constraints that drive creativity in branding. The conversation also touches on the art of emotional storytelling in advertising campaigns.

Doubling down on its main distinctive brand asset (Cornelius), Kellogg's and Leo Burnett, London have reimagined the brand and are using ethnography to unlock morning-time rituals that are fueling the next phase of creative work. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.