On Strategy Showcase
Fergus O’Carroll
Where marketers tell the stories behind the strategies that led to amazing campaigns.
Episodes
Mentioned books
Jun 23, 2022 • 48min
How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category
John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it."
Jun 17, 2022 • 1h 3min
VW with Mary Bakarich, Group Strategy Director, Johannes Leonardo, NY
From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.
Jun 8, 2022 • 56min
Marmite's tagline "you'll either love it or hate it" led this brilliant strategy and sales turnaround
The food spread dramatizing the tension between lovers and haters further pushed the product into popular culture and consideration with this latest installment "The Marmite Gene Project."
Jun 2, 2022 • 45min
Amazon Prime Video's "Great shows stay with you" strategy from Droga5 London
A chat about the streaming wars and the back-story on the amazing "Great Shows Stay with You" strategy with Tim Whirledge, while at Droga5 London.
May 25, 2022 • 39min
The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO
Effectiveness data in B2C is robust, but not so in B2B. The Institute plans to change that. Jon Lombardo shares their latest work and some new concepts that can help your CFO support your case for effective investment.
May 17, 2022 • 37min
The inspiration behind "Life insurance so good they're gonna want you dead"
In a campaign from Fred & Farid, Los Angeles, Ladder, an online life insurance company, is embracing brand marketing (not simply performance) with a totally unexpected campaign in an uptight category.
May 11, 2022 • 34min
How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand
In 2019, the brand went through TBWA’s Chiat Day’s “Disruption” planning process, which attempted to realign enterprise-wide activities around a refreshed expression of the brand’s platform. This is the strategy story.
May 1, 2022 • 41min
Ian Leslie makes a compelling case for harnessing biased thinking in strategy
In his new book, Conflicted, Ian explains how we lose the benefits of diverse thinking because of our inability to disagree well. And how productive disagreement leads to better strategy.
Apr 20, 2022 • 46min
Orlando Wood (author of Lemon) on why creative work has been losing its effectiveness
In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.
Apr 12, 2022 • 59min
How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first
A must listen Masterclass that begs the question, does loyalty exist, or is it just a habit that can be broken? Facing two massive competitors, Yorkshire Tea went from 5th to 1st with a hilarious creative and strategic effort that reignited consumer interest in what was thought to be a deeply entrenched category.
