The Brief

How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy?  In this special live episode of  The Brief , recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand.  Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how...

The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture. In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss. Together, the...

In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the big...

What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.    We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful m...

Forget rolling hills and apple-picking clichés, Crumpton Oaks is redefining the cider game! From the bold 2022 Straight Outta Crumpton campaign, a clever twist on N.W.A.'s iconic track, to the vibrant Happy Applecore campaign featuring an original track by DJ Hixxy, Crumpton Oaks puts nostalgia and entertainment front and centre. In this episode of The Brief, host Ellis Bird sits down with Gra...

We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal arbitration and missed opportunities. In this episode, we’re joined by Asli Yilmaz, Managing Counsel, at the International Chamber of Commerce (ICC), Mimi Turner, Head of Marketplace Innovation at LinkedIn, and Gideon Wilkins,...

An estimated 14,000 tons of sunscreen end up in the world’s oceans every year, and as many as 80% of ordinary sunscreens contain chemicals that contribute to coral bleaching and dying reefs. But what if there was a sunscreen and a certification that would help coral instead of harming it? In this episode, we unpack the story behind an incredibly ambitious project to not only create the world’s fir...

Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that brands, both in traditional ‘escape’ industries such as travel and gaming and non-tradition industries like banking, can tap into and foster brand loyalty. In this episode, we dive into ‘The Truth About Escapism’, a fascinat...

As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA shows that consistency is key when it comes to effective advertising. As we enter a new age of effectiveness, it’s never been more important to understand the impact and benefits of compound creativity, and the risks and costs of inconsistent creative and short-term agency relationships. In this episod...

In this special year-end episode of The Brief, host Ellis Bird looks back on some of her favourite moments from the podcast in 2024. Reflecting on the most impactful discussions and interviews, Ellis revisits key topics that shaped the world of marketing and advertising this year. From groundbreaking campaigns to emerging trends and industry insights, this episode offers a comprehensive recap of t...

‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effect...

AI is one of the fastest evolving technological advancements, and its impact is being felt across multiple touchpoints, including search. Both frontend and backend, AI is changing the game when it comes to SEO and PPC, but what are the big challenges and opportunities? In this episode, we’re joined by Tracey Pilon, Commercial Director at Microsoft, and McCann Media’s Katherine Ray, Business Direct...

In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels all whilst building trust. Expanding your audience can feel like a challenge at the best of times, but as a relatively young brand operating on a global scale, there’s a lot to navigate...

In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find a way to clearly communicate the new ID requirements to the nation across a vast array of demographics, without impacting the public’s motivation to vote.   The solution? Giant sticky...

Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most extensive train network got to work building a new brand platform and launching an emotional film. But what have they learnt from it, what was the impact, and what’s next for CrossCount...

A few years ago, advertising got pretty serious, and for good reason. But now the industry is rediscovering its funny bone as brands look to create laughter, joy and connection with audiences. There’s even a new humour category at Cannes this year. But why is it making a return and how do you ensure your work is ‘laugh with’ rather than ‘laugh at’? For this episode, we’re joined by Zane Radcliffe,...

The UK has faced its fair share of challenges in recent years, and the uncertainty is set to continue. It may feel all doom and gloom, but there’s more in the marketer’s control than you might think. So, how can you begin to build your futureproof strategy? In this episode, Ellis Bird is joined by our media team’s Nicola Daniel, Managing Partner Strategy, and Sarah Clarke, Senior Data & Strate...

Did somebody say…. Yep, we can probably all finish that line (although maybenot in tune). What if we said “Kevin!” The nation’s favourite carrot likely springs to mind (alongwith the line, “that’s huge, Willy!”) Brand assets have the power to promote quick association and build brand recall. But how do you get started with creating them? What’s the secret formula to building brand assets that are...

The ever-changing tides of B2B have left brands siloed, board rooms nervous, and marketers struggling to balance the short and long term. However, amongst the challenges lay plenty of opportunity for change. In this episode, Ellis Bird is joined by Greg Aris and Colin Gray for an honest conversation on the priorities and pitfalls of B2B marketing. From closing the historical sales and marketing ga...

Love it or hate it, data can drive commercial, creative and customer value when done well, or it can make life a lot more difficult when done badly. What was once a step in the process to deliver communications is now a product in its own right, but let's be honest - it can feel like a dark art shrouded in mystery. Luckily, Morag Glaister and Kevin Murphy are on hand to simplify the complex an...

2023 was quite the year for social. From Twitter’s rebrand and the launch of Threads, to CGI content and a plethora of new trends. But what are the key lessons from the past 12 months that marketers should be taking into 2024? Ellis Bird is joined by Joe Cronin and Charlotte Spafford for a conversation on all things social, and even a dash of JLo, Bebo and Big Ben.

Are brands more disconnected from Gen Z than they think? Why should marketers be paying attention to Gen Z anyway? Can brands get away with saying “bruv”? Join Ellis Taylor, Kyri Christou, Leonna Taylor and Jason Davis for an honest conversation as they challenge perceptions of the most connected generation and uncover the importance of getting in the room with the voices you want to reach.

Is pop culture dead? How have the shifting sands of the media landscape changed the way we think about reaching audiences at scale? Join Ruepal Aujla, Lisa Barrett and Nicola Daniel as they chat about everything from the nostalgia of mass media’s glory days, to digital diversification and the newfound potency of social media’s cosy niches.

Join us for a special live episode as we get to know Abbie Reilly, the Birmingham illustrator behind the new design on the front of McCann Birmingham's office. From the opportunities AI brings to creativity, to the creative process and the story behind the building, we dive into the local creative community. Hosted by Ellis Taylor, Marketing Manager, and joined by Alex Acosta, Managing Partner...

Is TikTok right for your brand? How do you get started? What should marketers be thinking about before posting? And how did Kim Kardashian help Chupa Chups get so many views? Join Ellis Taylor, Joe Cronin and Patsi Walton for a short but packed conversation on all things TikTok.