On Strategy Showcase

What are the implications of owning and admitting your category’s achilles heel? US Cellular's CMO, Eric Jagher and The Martin Agency's CBO, Elizabeth Paul share the story behind the latest work from the brand that encourages us to connect to what really matters. Thanks to Jira, the project management platform, for sponsoring this episode. More at jira.com.

Craig Mawdsley shares the story behind this APG Grand Prix award-winning campaign from 2007. The campaign drove £1.8 billion in revenue for the British grocery store chain in the first two years... £1.14 at a time. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness Program for making this episode possible. More at gotracksuit.com and MAE.academy.

Anne Martin from Mondelez, known for her innovative marketing strategies, and Christina Ryan from VML, an expert in creative campaigns, discuss the groundbreaking OREO Codes initiative. They explore how this campaign connects bar codes to cookie stacks and savings, revitalizing Oreo's market presence. The conversation highlights adapting to shifting consumer behaviors, strategic retail partnerships, and a clever approach to re-engage shoppers. They also share insights on unique flavor pairings and innovative recipe ideas to invigorate interest in Oreos.

Dixons creatively discusses how it successfully embraced competitors' strengths to counter its weaknesses. The brand's transformation from a high street icon to an online powerhouse is highlighted, showcasing innovative marketing strategies that engage consumers. They share insights on the importance of understanding customer behavior and the role of distinctive assets in branding. By viewing competitors as resources, Dixons redefined its market competition and demonstrated how irreverent messaging can resonate with audiences.

Kim Baffi, a contributor to Salesforce's repositioning campaign, and Darren Brady-Harris, an expert from the Matthew McConaughey partnership, dive into bold marketing innovations at Salesforce. They explore how the company aims to establish trust as a leading B2B Generative AI provider. The discussion highlights the evolution of B2B to B2P marketing, emphasizing creativity and emotional connections. They also touch on playful yet serious themes of AI responsibility and the integration of technology in fostering human interactions.

In this engaging conversation, Nick Asbury, author of 'The Road to Hell,' critiques the rampant consumerism of 'purpose' in marketing. He argues that this trend often preserves the status quo rather than incites real change. Asbury highlights the dangers of 'noble cause corruption' in corporate branding and questions the sincerity of businesses aligning with social causes post-2008 crisis. He also debunks myths about Gen Z, revealing they prioritize convenience over purpose. His insights challenge conventional marketing wisdom, making for a thought-provoking listen.

Kit Kat debated whether to update its “Have a break” platform or to abandon it. This APG Grand Prix winning campaign from 2003 is about the peril of becoming so ubiquitous that you’re no longer noticed. About all the brand signals looking strong, while profitability was in decline. Fern Miller, the planner on the account at then JWT, shares the journey and the pivot. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) for supporting our show. Learn more at gotracksuit.com.

Originally recorded in May 2020, this is a wonderfully refreshing and inspiring conversation about strategy and Wieden's approach to it. We hear about the importance of breaking institutional practices as a way to unearth opportunity hidden by "scar tissue." About the history of what defines Nike over time and the brand truth in everything it undertakes. And we talk about iconic Levis work. Thanks to The Master of Advertising Effectiveness Program (MAE) for making this episode possible. Lean more about this amazing online program at www.mae.academy.

The original strategist on The Economist, Laura Marks, CBE shares the unlocks that shaped its decades-long campaign. A Gold Award winner from 1993, it's part of our Classics series with APG London, and is timeless in its lessons for marketers. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this series.

CSO at Fold7, Yelena Gaufman, discusses Audible's global campaign and the unique audio experience it offers. The podcast explores the clash between fantasy and reality in Audible's ads, the evolution of the platform's campaign, and the growth of the audiobook market. It also delves into changing listener behaviors during the pandemic and Audible's role in providing emotional support through curated stories.