On Strategy Showcase
Fergus O’Carroll
Where marketers tell the stories behind the strategies that led to amazing campaigns.
Episodes
Mentioned books
Jun 9, 2021 • 35min
The U.S. Army's recruitment strategy with Kevin Richey, EVP Planning, DDB, Chicago
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.
May 24, 2021 • 1h 4min
Diageo’s Global Consumer Planning Director, Andrew Geoghegan, on building a portfolio-wide culture of effectiveness
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.
10 snips
May 7, 2021 • 42min
Nike's 2020 with Wieden + Kennedy Global Group Strategy Director, Paula Bloodworth
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.
Apr 30, 2021 • 50min
Popeye's Chicken and Burger King with GUT Global Chief Strategy Officer, Fernando Ribeiro and ECD, Juan Javier Pena Plaza
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.
Apr 15, 2021 • 40min
Andy Nairn of Lucky Generals on their Amazon Alexa work and his new book "Go Luck Yourself"
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.
Apr 15, 2021 • 38min
Paul Feldwick on his new book and why our industry has lost its desire to make work that works
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.
Apr 9, 2021 • 51min
Tango soda's "Sticky Moments" campaign with Ray Patterson of Britvic and Rachel Walker of VCCP
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.
Apr 4, 2021 • 35min
Julian Cole on what to expect from the Planning Dirty Academy
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.
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.
