On Strategy Showcase
Fergus O’Carroll
Where marketers tell the stories behind the strategies that led to amazing campaigns.
Episodes
Mentioned books
Jan 21, 2022 • 41min
The Michelin star PR strategy that put KFC Australia back on the map for quality
A fast food brand attempting to win a Michelin Star? Seems crazy, but it's the attempt alone that worked. This is the strategy story behind the award-winning campaign from KFC and Ogilvy Australia.
Jan 19, 2022 • 40min
TBWA Chiat Day LA has a new unit dedicated to B2B marketing. We learn about it from John Hickman
TBWA Chiat Day Los Angeles has formed an elite team of creatives and strategists to build out a B2B marketing practice. I talk with Managing Director John Hickman about the back story and the case for B2B.
Jan 13, 2022 • 45min
The story behind Home Center’s decision to stand with single mothers
A WARC Grand Prix winner. The Middle Eastern-based home furnishing retailer used Father's Day to celebrate the achievements of single mothers.
Jan 9, 2022 • 41min
How "The Dance" reversed Speight’s Beer's 36% sales decline
The story behind the heart-warming and award-winning campaign that reversed losses by expanding appeal, with Rachel Ellerm of Lion and Lucinda Sherborne of DDB, New Zealand.
Jan 5, 2022 • 49min
Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets
Harvard Professor and author Doug Holt discusses cultural strategy and its application in popular brands like Jack Daniels, Chipotle, Blue Buffalo, Dove, and Starbucks. Topics include the power of cultural strategy in disrupting markets, embracing cultural disruption, and Dove's success in disrupting beauty culture.
Dec 27, 2021 • 1h 14min
Mark Ritson on his Top 10 Marketing Moments of 2021
The industry columnist, advisor and professor of marketing shares his Top 10 moments of this past year. And, as always, there are surprises for all.
Dec 16, 2021 • 56min
How Velveeta sidestepped the cheese wars to create a space in pop culture, with Matt Carpenter of Kraft Heinz and Jonathan Deves of Johannes Leonardo
La Dolce Velveeta presents the brand as an "unrestrained pleasure" by leveraging craveability and the attitudes of proud Velveeta lovers, claiming you don't have to be rich to live golden.
Dec 8, 2021 • 33min
The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary
Adam&Eve DDB's CSO Martin Beverley and Craig Spence, Chief Brand Officer for the IPC share the story behind the creation of Wethe15, with its focus on what we have in common, not what makes us different. Lessons in here for every marketer.
Nov 25, 2021 • 59min
How Cadbury's "there's a glass and a half in everyone" rebuilt the brand
Cadbury’s belief that generosity is in everyone rebuilt its business. Sophie Kerbegian, former Head of Planning at VCCP and Benazir Barlay-Batada, Marketing Director at Mondelez share the backstory of this Grand Prix award-winning campaign.
Nov 17, 2021 • 56min
Pharma marketing: why there's so much of it and why it needs to change, with John Kenny of Intouch
Pharma should treat patients like Nike treats athletes. So says John Kenny, Head of Strategic Planning at pharma agency, Intouch Group. He shares what he sees as opportunity for planners and strategists to reframe the category, worldwide.
