On Strategy Showcase

The brand that once expressed its essence - attraction - in terms of one dimensional women drawn uncontrollably to the Axe guy, is reinventing itself. From “Spray Axe, get girl” to “Spray Axe, open possibilities,” it now reflects how the playground of attraction has broadened.

This award winning campaign is a terrific example of how what we produce as an industry can be more effective when it makes us check and discover our own biases without telling us we should. Adam&EveDDB's Creative Director Selma Ahmed and Planning Director David Mortimer talk us through the thinking that led to this Channel 4 Diversity in Advertising Award winner.  

When only 10% of young people would even consider the Army,  the challenge the brand faces in its quest to appeal to a far wider target is clear.  We hear about DDB's first two campaigns... and the new brand campaign currently in development.

Tasked with achieving an additional £100 million in profit from its marketing spend, Andrew's team put brand theory into practice, at scale, and more than doubled that goal by developing Catalyst, a portfolio-wide marketing modeling system that brought analytics and creativity into the center of the business. This is the story of how it came together.

Paula has worked on the Nike brand on three continents. We first discuss what inspired Nothing Beats a Londoner and then how Nike approached planning in a year without sports. 

We hear the stories behind the strategies and creative that fueled the success of Burger King and, more recently, the chicken sandwich wars that reenergized the Popeye's brand.

Andy is Campaign Magazine’s 2020 U.K. strategist of the year. We talk Alexa, his new book “Go Luck Yourself” and why he feels luck is where opportunity meets a prepared mind.

Paul worked for 15 years at the legendary planning agency BMP in London. In his new book "Why does the Pedlar Sing" he explores what he sees as the industry's creative short-comings and how we can turn things around.

The U.K. soda brand's search for purposeful humor that would reconnect it with youth culture after a long absence, and how focus groups fueled the insight. A 2020 IPA Effectiveness Award winner.

Planning is not a trade, it's a profession. It can't just be something you learn on the go. So says Julian Cole as he shares what the academy offers those who want to improve their skills.