On Strategy Showcase

What happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me. 

Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

Stephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.

The first in our new B2B series, Informatica faced two daunting challenges: an outdated product perception and a formidable, progressive competitive set. We hear how they're using clarity and advocacy to build relationships with key decision makers who needed an outside voice. Thanks to LinkedIn Ads for supporting this new series.

What will be the role of Ai in the practice of strategy? From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness (MAE) program for supporting our show.

The ask was to improve upon an existing Disney concept, but that's not where things ended. We hear about how these two legendary houses of storytelling got together to create "The Boy and the Octopus." Thanks to Adam&EveDDB Strategy Director, Catherine Willoughby for sharing the journey. And to Tracksuit and the Master of Advertising Effectiveness (MAE) program for sponsoring th...

We hear how the 2024 election exposed the challenge of reaching consumers, how linear TV has turned into simply Football With a Side of News. About how Netflix is the alpha dog for convergent TV. How TVOS wars are now a main event. And how sports moving to streaming will devastate linear. Thanks to Tracksuit (The Affordable Brand Tracking Solution) and The Master of Advertising Effectiveness Progr...

The Chicago ad community came together for this fun Holiday Ads Special. A sold out crowd watched Christmas ads, laughed, cried and applauded. We guessed how they rated with consumers and then heard the reality. Oops! Thanks to our panelists Joe Nio, CSO at HighDive, Samantha Cescau, Head of Strategy at Leo Burnett, Chad Broude, CCO of Highdive and Andrew Tindall, SVP Partnerships at System1. Than...

After years inside agencies, James Hurman of Previously Unavailable, Adrian Ho of Zeus Jones, and Brent Vartan of Bullish share why they left, what they were chasing and how they got there.  The first in a series of episodes on how planners are applying their skills outside of the agency environment. Thanks to Tracksuit and the Master of Advertising Effectiveness (MAE) program for supporting this...

We talk live with Zoe Fairbourn, Head of Branded Entertainment at Reese Witherspoon’s Hello Sunshine, Marc Gilbar, President of Brands & IP at Imagine Entertainment, Jack Verschleiser, Director of Business Strategy at Superconnector Studios, Aisea Laungaue, Global Partner, Executive Strategy Director at Anomaly, and Jen Costello, Global CSO at TBWA\Chiat\Day. Thank you to Tracksuit, The Effies...

In 2014, oven chip brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for l...

Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024. We're joined by BBDO's Worldwide CCO, Chris Beresford-Hill, W+K NY's Co-CCO, Marques Gartrell, Founder and CEO of Fundamentalco, Jonny Bauer and W+K NY's CSO, Laura Rowan. Thanks to our brilliant Live Tour sponsors: Effie Worldwide, WARC and Tracksuit.

Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joi...

While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is. A B2B Effie award-winner, hear why the client's goal was to do award-winning work. Thanks to the Effies for supporting our show. See the creative work on our website and connect with our guests.

Built on the observation that after child birth most moms are starving and many crave Burger King, BK launched Bundles of Joy. Controversial to some, liberating to others, the idea caught fire in the media. We talk with Burger King's UK CMO, Katie Evans and BBH London's Head of Strategy, Saskia Jones. Thanks to Jira and Tracksuit for supporting our show.

We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don’t. About the opportunity that exists in the “unloved surface areas of brands.” And about the people who professionally inspired each of these three great talents. This episode was recorded in front of a live audience at Uncommon’s offices in London. Thanks to Tracksuit, WAR...

A masterclass in demonstrating the creative effectiveness of a medium or message. A Titanium Winner at Cannes and sure to be multiple Effie winner this year. We're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid. Thanks to both Jira and Tracksuit for sponsoring this episode.

Inspired by Carlsberg and KFC, Pot Noodle designed a response to a product fail that lifted both the brand and the relaunched product to unexpected levels. By embracing its failure and using honesty as entertainment in a social only campaign, the brand extension was saved. Thanks to the Effie's for sponsoring this series. More at effie-org.

An APG Gold winner in 2015, Richard Huntington, CSO at Saatchi, London shares the strategy that delivered six years of consistent growth. And the nervous CEO who tried to kill it. See the work on our website. Thanks to JIRA and The Master of Advertising Effectiveness for sponsoring this episode.

Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he lead while at Ogilvy. Frustrated by how it was being told, he shares the reality. Thanks to JIRA for sponsoring this episode and to Tracksuit for supporting our show.

While we're live in London this week, this show's a brilliant rerun. It's not typical to associate a beer brand with an active lifestyle, but that's exactly the opportunity Michelob Ultra’s planning team discovered. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this episode. Back live next week.

It shocked us back in 1997 and won an APG Gold. But the question is, given the everyday nature of corrosive and extreme political behavior, have we now become immune to it? You be the judge. Thank you to Jira and The Master of Advertising Effectiveness (MAE) for sponsoring this episode.

This socially rooted campaign won for influencer marketing. We're joined by Jenny Lindquist of Kellanova and Mathew Clay of Weber Shandwick. Thanks to the Effies for supporting this episode. You can see the work one our website at onstrategyshowcase.com. 

The "Doordash-all-the-Ads" Super Bowl initiative won the Titanium Grand Prix at Cannes this year. It was an audacious idea that got eight million submissions and 11.9 billion earned impressions. Thanks to Jira and Tracksuit for supporting our show.

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.