On Strategy Showcase

We wrap-up our Effective Outcomes series with a panel discussion. I'm joined by Elizabeth Paul, CSO at The Martin Agency, David Tiltman, SVP at WARC and author and strategist James Hurman. Thanks to WARC for sponsoring.

Marcus’ book demonstrates the risks of chasing product-based  value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.

With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul moved from fifth to first in part through its "Skip the Rinse" brand platform and its Glasses of Drought/Water Index initiatives. We talk about all three.

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

Folgers coffee is repositioning its brand to attract younger drinkers. The podcast explores the challenges faced in appealing to a younger generation, updating the brand while maintaining authenticity, and addressing misperceptions about product quality. It also discusses the impact of taglines on a brand's message and the shifting coffee consumption habits of younger people.

When the QSR brand asked for a focus on quality, Preacher's Head of Strategy Marika Wiggan and Founder Seth Gaffney found a way to reframe it... For What it's Worth.  

It started with a dinner conversation. That led to Edelman's Tom Hehir, EVP, Head of Strategy, joining me to chat about trust as a strategic goal and why Edelman feels it should be the ultimate metric. 

Mark returns to share  his Top 10 Marketing Moments of the year and why they mattered. Happy holidays and New Year to everyone.

To celebrate the holidays, we're rerunning the stories behind 10 years of iconic John Lewis ads and the simple brand platform and inspirations that shaped them, with CCO Richard Brim and CSO Martin Beverley of adam&eveDDB, London

Not all reach is equal. In this final episode of the series, we talk about the importance of attention metrics in reach-based comms planning and its impact on effectiveness/efficiency. This series sponsored by our friends at WARC.