On Strategy Showcase

George was the marketer behind Old Spice, KFC and Tinder. He's now at Chili's Grill & Bar working again with Mischief to reframe the 50 year old brand. We're joined by Mischief CSO, Jeff McCrory. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show. Learn more at gotracksuit.com.

Two industry experts, Jon Evans from System1 and Pedr Howard from IPSOS, discuss the importance of pre-testing in advertising research. They highlight the need for a nuanced approach, emphasizing emotional responses, idea comprehension, and brand recognition. The conversation also touches on early-stage research, testing advertising platforms, and the challenges of measuring advertising impact.

In the latest episode, S&P Global's CFO, Grace Lee, and CMO, Alice Cherry, discuss the challenges of B2B marketing, the evolution of S&P Global, the importance of transparency and customer-centricity, reshaping brand messaging through coalition building, and navigating brand awareness and ROI in B2C marketing.

Gráinne Wafer, Global Director at Diageo, leads a dynamic discussion with Rory Hamilton of Boys and Girls, Patrick Hickey, Michelle Spillane of Paddy Power, and Karen Martin from BBH London. They explore the evolution of Dublin’s marketing scene and the authentic Irish storytelling that drives it. The group emphasizes the courage needed in marketing, and the importance of embracing local narratives. They also discuss the challenges and growth opportunities in retaining talent post-COVID and the unique strengths of Irish creativity.

Join Jorge Ruiz, Global Head of Marketing Sciences at TikTok, and Sorin Patilinet, Sr. Director of Global Marketing Effectiveness at MARS, as they dive into the shifting landscape of marketing. They discuss the growing importance of post-testing versus traditional methods, and the need for creativity and authenticity in today’s campaigns. Notably, they explore TikTok's unique advertising strategies and measurement tools that enhance audience engagement. The conversation highlights the critical balance of efficiency and effectiveness in modern marketing.

In its latest campaign from LOLA MullenLowe, AXE may have once again found its sweet spot with young men.  We talk about it with Caroline Gregory, Global Brand Director at Unilever and Federico Duberti, Global Business Leader at IPG. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) and the Master of Advertising Effectiveness (MAE) Program for supporting our show.

If your product has a level of seasonality or occasion, then this is an episode for you.  In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. We hear about what influences that behavior and the role of mental and physical availability. Thanks to Analytic Partners and to Tracksuit for supporting our show.

Marketing experts Les Binet and Sarah Carter discuss the evolving landscape of marketing effectiveness, emphasizing the balance between creativity and effectiveness in agencies. They explore premium branding strategies, revolutionizing ad testing methods with AI, and the importance of TV spots and brand building. The podcast delves into the evolution of pre-testing goals to predict real-world outcomes and the need for emotional elements in testing strategies.

Hendrick’s created the super premium category in gin. It has built many distinctive brand assets: among them its visual identity, which harkens back to the Victorian era, even though the product was first created in 2000. Muiris O Riada, Global Brand Director joins us from Dublin.

For the Irish airline, it was not a deliberate attempt at being disrespectful to passengers. There was a strategic imperative behind it all and we hear about it today from Michael Corcoran, former Head of Social Strategy at the ultra low cost airline. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring. Learn more at MAE.academy.