On Strategy Showcase 1/26/22 On Strategy Showcase 1/26/22

Bringing corporate purpose to Persil's "Dirt is Good" brand platform

In a category fixated on clean, Persil embraced dirt not as an enemy, but as a way of giving a child the freedom to explore and grow. This is the story behind the brand platform.

On Strategy Showcase 1/21/22 On Strategy Showcase 1/21/22

The Michelin star PR strategy that put KFC Australia back on the map for quality

A fast food brand attempting to win a Michelin Star? Seems crazy, but it's the attempt alone that worked. This is the strategy story behind the award-winning campaign from Ogilvy Australia.

On Strategy Showcase 1/19/22 On Strategy Showcase 1/19/22

TBWA Chiat Day LA has a new unit dedicated to B2B marketing

I talk with Managing Director John Hickman about the back story and the case for a B2B unit.

On Strategy Showcase 1/14/22 On Strategy Showcase 1/14/22

The story behind Home Center’s decision to stand with single mothers

The Middle Eastern home furnishing retailer used Father's Day to celebrate the achievements of single mothers. A WARC Grand Prix winner.

On Strategy Showcase 1/9/22 On Strategy Showcase 1/9/22

How "The Dance" reversed Speight’s Beer's 36% sales decline

The story behind the heart-warming and award-winning campaign that reversed losses by expanding its appeal to a far broader audience, with Rachel Ellerm of Lion and Lucinda Sherborne of DDB, New Zealand.

On Strategy Showcase 1/5/22 On Strategy Showcase 1/5/22

Author and professor Douglas Holt on how we can use cultural strategy to disrupt markets

Huge fan of Doug Holt. We talk cultural strategy through the lens of Jack Daniels, Chipotle, Blue Buffalo, Dove, Starbucks.

On Strategy Showcase 12/27/21 On Strategy Showcase 12/27/21

Mark Ritson on his Top 10 Marketing Moments of 2021

The industry columnist, advisor and professor of marketing shares his Top 10 moments of this past year. And, as always, there are surprises for all.

On Strategy Showcase 12/16/21 On Strategy Showcase 12/16/21

How Velveeta sidestepped the cheese wars to create a space in pop culture

New work presents the brand as an "unrestrained pleasure" by leveraging craveability and the attitudes of proud Velveeta lovers.

On Strategy Showcase 12/8/21 On Strategy Showcase 12/8/21

The brilliant #Wethe15 initiative and the decision to show disabled persons the way they are - wonderfully ordinary

Adam&EveDDB's CSO Martin Beverley and Craig Spence, Chief Brand Officer for the IPC share the strategy that focuses on what we have in common, not what makes us different.

On Strategy Showcase 11/25/21 On Strategy Showcase 11/25/21

How Cadbury's "there's a glass and a half in everyone" rebuilt the brand

Sophie Kerbegian, former Head of Planning at VCCP and Benazir Barlet-Batada, Marketing Director at Mondelez share the strategy back story.

On Strategy Showcase 11/17/21 On Strategy Showcase 11/17/21

Pharma marketing: why there's so much of it and why it needs to change

Pharma should treat patients like Nike treats athletes. So says John Kenny, Head of Strategic Planning at pharma agency, Intouch Group.

On Strategy Showcase 11/11/21 On Strategy Showcase 11/11/21

The KitchenAid campaign that shines a light on sexism in professional kitchens

The Gold EFFIE winning campaign that brilliantly twisted the age-old adage “A woman’s place is in the kitchen.”

On Strategy Showcase 10/31/21 On Strategy Showcase 10/31/21

The Starbucks brand and the project that led to the Funnel Cake Frappuccino, with Ben Doepke

The essence of the Starbucks brand is seduction. We talk about the brand and how its desire to connect post-lockdown led to the Funnel Cake Frappuccino.

On Strategy Showcase 10/22/21 On Strategy Showcase 10/22/21

Temptations’ hilarious new Halloween campaign with Jack Spicer of Adam&EveDDB

Treat your cat to Temptations before they treat themselves to you. The strategy story behind the new campaign.

On Strategy Showcase 10/14/21 On Strategy Showcase 10/14/21

Lurpak’s strategic pivot with Rory Foster of W+K, London

From celebrating how we cook to celebrating why. And the role lockdown played in its success. A 2021 APG Strategy Award winner.

On Strategy Showcase 10/7/21 On Strategy Showcase 10/7/21

Out of Google Labs, Apple and W+K comes Arts & Letters. A look inside with Andy Grayson, Head of Strategy

Inside the creative and strategic culture that delivers at speed and scares us all.

On Strategy Showcase 8/26/21 On Strategy Showcase 8/26/21

The Cannes Lion winning "Connected Island" with Aoife Murphy and Kris Clarkin of Boys+Girls, Dublin, Ireland

This B2B campaign centered around Arranmore, an isolated island off the coast of Donegal. The parallel between island life and business life was that companies, like communities, need to be connected in order to grow.

On Strategy Showcase 8/12/21 On Strategy Showcase 8/12/21

KFC on the importance of "radical honesty," with Neasa McGuinness of Mother and Jack Hinchliffe of KFC

The story behind successfully managing through multiple challenges. It's a journey of success built on the shared belief in doing the opposite of what's expected.

On Strategy Showcase 8/4/21 On Strategy Showcase 8/4/21

Rockstar Energy Drink's pivot from high-octane lifestyle to fueling personal achievement

The story behind the brand's expansion from niche to mass with Mark Kirkham, VP & General Manager at PepsiCo and Tiina Salzberg, CSO at 180 Amsterdam.

On Strategy Showcase 7/15/21 On Strategy Showcase 7/15/21

What Taylors coffee bags can teach us about embracing the obvious, with Loz Horner of Lucky Generals

As strategists, we're afraid of what appears obvious. This campaign for Taylors coffee bags inspires us to embrace the obvious, because obvious can be really good.

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