On Strategy Showcase
Fergus O’Carroll
Where marketers tell the stories behind the strategies that led to amazing campaigns.
Episodes
Mentioned books
Apr 6, 2022 • 43min
Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman
The story of 13 years of growth following a crisis for the McDonald's brand. A recovery built on a rethink of operations, tone and messaging. One that put humility and relatability at the center of everything. A 2021 APG Award winner.
24 snips
Mar 15, 2022 • 49min
W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls
We talk about planning and cover a bunch of topics including why labels are used in strategy as proxies for genuine knowledge, how our industry’s fetish with “insight” has caused so many to lose sight of our deliverables. And whether we ever really know enough to really know.
Mar 3, 2022 • 38min
How McDonald's NZ restaged an iconic song to support national unity
A Gold WARC award for effectiveness winner, we hear how, after a series of hate crime attacks, McD’s used an update of their iconic Kiwiburger song to drive an important cultural conversation in New Zealand, resulting in the best sales period ever recorded.
Feb 25, 2022 • 55min
The story of "What happens in Vegas, stays in Vegas" and why it's changing
The tagline is one of the most iconic in advertising history. It's embedded itself in popular culture in ways few campaigns have ever achieved. I talk with R&R Partners about how it came about, and why, in 2022, it's about to change.
Feb 21, 2022 • 49min
Lexus in Hong Kong and how dollars redirected across the customer journey converted in spades
This award winning case from TBWA Hong Kong shows how reallocating upper funnel media dollars across the customer journey helped Lexus successfully launch the UX in one of the toughest auto markets in the world.
Feb 16, 2022 • 41min
The "Bless Your F**king Cooch" social moment that went viral for Mischief & EOS
How EOS and Mischief brilliantly capitalized on a TikTok moment with a genius response that went viral. CMO, Soyoung Kang and Mischief's ECD, Bianca Guimaraes share the back story of the brand and the moment.
Feb 10, 2022 • 40min
Aldi Supermarkets and the art of reframing a negative
By brilliantly crafting a perceived negative into a strength, Aldi went from a 2% share to a 7.9% share. Hear the Grand Prix award-winning strategy story from Jamie Peate and Laura McKinlay of McCann, Manchester.
Feb 4, 2022 • 35min
Why Bumble encourages women to fall in love with the journey, not just the destination
Bumble's about women making the first move. In this latest work, the brand expands on their empowerment platform by encouraging women to fall in love with dating as a journey, not simply a means to an end.
Feb 1, 2022 • 31min
Why DB Export Gold may be the most romantic beer in the world
If drinking beer is typically something you do for yourself, could drinking a low carb beer be something you do for someone you love? It's "I'm drinking it for you" with James Tucker, Planning Director at Colenso BBDO in Auckland, NZ.
Jan 26, 2022 • 42min
Persil laundry detergent’s "Dirt is Good" brand platform
In a category fixated on clean, Unilever laundry detergent Persil flipped category conventions by telling the world that dirt was not the enemy, but the result of giving a child the freedom to explore and grow. This commitment to child development became the heart of the brand. This is the story behind that platform and how it was evolved to reflect Unilever's new green purpose.
