On Strategy Showcase
Fergus O’Carroll
Where marketers tell the stories behind the strategies that led to amazing campaigns.
Episodes
Mentioned books
Mar 27, 2021 • 27min
Accenture's "Let there be change" campaign with CMO Amy Fuller
Droga5 produced the latest brand campaign for its parent company, Accenture. CMO Amy Fuller talks us through the brand's journey and its first ever purpose/promise statement.
Mar 21, 2021 • 56min
The Oatly brand and the spot they cleverly knew others would hate
Heidi Hackemer, ECD Oatly shares what defines the Oatly brand and what led to the trolling of the Super Bowl with a spot they knew others would hate.
Mar 6, 2021 • 37min
Toyota and the challenge of a house of brands with Kathleen Kindle of Saatchi
Another in our automotive series, Kathleen Kindle, Group Director Connections & Insights at Saatchi & Saatchi, Los Angeles. We talk Toyota and the challenges of being a house of brands.
Feb 26, 2021 • 32min
Hyundai's journey from untrusted to unequaled with Cindy Scott, SVP Strategy, Innocean USA
Cindy shares the story of how Hyundai went from targeting used car buyers to becoming a mass market player. And we learn the single word that defines everything the brand does.
Feb 18, 2021 • 52min
Headspace with Colin Chow, Global Managing Partner at 21st Century Brand, San Francisco
Colin shares the story behind how Headspace, a brand built on meditation, expanded its offering into mindfulness. And launched with a significant brand gesture.
Feb 12, 2021 • 1h 11min
How W+K won McDonald's, then blew the doors off with Travis Scott, as told by Jennifer Healan of McDonald's and Tass Tsitsopoulos of Wieden
Jennifer Healan, VP, U.S. Marketing, McDonald's, and Tass Tsitsopoulos, Planning Director, W+K, NYC tell the story of how Wieden won the McDonald's business, blew out the Super Bowl, and later broke McDonald's supply chain with Travis Scott.
Feb 3, 2021 • 48min
How Baileys jumped category and grew 32%, with Jennifer English and Sheila Cunningham of Diageo, and Katie Sinclair of Mother, London
Baileys was loved, but was not being consumed. This is the story of how the team expanded beyond cocktails into the high growth world of adult treats. A 2020 IPA Effectiveness Award winner, this is the "part cake, part booze, pure pleasure" journey. See the creative on our site.
Jan 28, 2021 • 49min
Thinx MENstruation campaign with Siobhan Lonergan
Thinx (period underwear) asks us to imagine a world in which men have periods too.
Jan 22, 2021 • 1h 3min
Tesco, the IPA Grand Prix Award winning case, with Simon Gregory, Co-Chief Strategy Officer at BBH, London
Learn the three key strategic phases of this multi-year rebuild of the iconic Tesco supermarket brand in the U.K. This 2020 IPA Grand Prix Award winner for effectiveness includes the wonderful "Food Love Stories."
Jan 16, 2021 • 41min
B&Q (home improvement store) with Tobey Duncan, Head of Planning, Uncommon, London
To celebrate its 50th Anniversary, Uncommon launched the new "Build a Life" brand platform for B&Q in the U.K. This is the story behind that work. And the connection between home and owner.
