On Strategy Showcase 5/14/23 On Strategy Showcase 5/14/23

The story behind Hanes' new "Make Yourself Comfortable" platform

The basics apparel brand shares how it’s elevating its "comfort" equity from functional benefit to cultural relevance.

On Strategy Showcase 5/9/23 On Strategy Showcase 5/9/23

Steven Lacey on the dangers of fishbowl thinking

In Ep#1 of our “Outside-In Thinking” series, we discuss breaking out of fishbowl thinking in order to deliver real value. Series sponsored by The Planning Department.

On Strategy Showcase 4/23/23 On Strategy Showcase 4/23/23

How embracing a taboo inspired a winning strategy

Rather than use ads to push people to think about death, Partners Life activated in places they were already doing it… but in a very original way.

On Strategy Showcase 4/16/23 On Strategy Showcase 4/16/23

Tourism Australia's campaign is a lesson in distinctive brand assets

Ep#4 in our travel series features actors Rose Burn and Will Arnett in "Come Say G-Day." It's a lesson in how to freshen brand codes without changing them.

On Strategy Showcase 4/8/23 On Strategy Showcase 4/8/23

Why top CSOs are moving to the investment firm

First it was Droga5's CSO, Jonny Bauer, quickly followed by five CSOs from major agencies. So what's going on inside Blackstone?

On Strategy Showcase 4/3/23 On Strategy Showcase 4/3/23

Rob Campbell, Paula Bloodworth and Martin Weigel interview me

They wanted to turn the tables on me. Their idea, their questions, their fault :)

On Strategy Showcase 3/25/23 On Strategy Showcase 3/25/23

United Airlines campaign to attract younger travelers

Ep#3 in our travel series, United Airlines aligns with the stated beliefs of younger travelers.

On Strategy Showcase 3/10/23 On Strategy Showcase 3/10/23

Expedia’s shift from travel to the traveler

Ep#2 in our travel series. The story behind a shift away from marketing destinations to marketing the moments and feelings that great travel experiences make possible.

On Strategy Showcase 3/3/23 On Strategy Showcase 3/3/23

Icelandic Tourism's enhanced, actual reality without silly headsets

Ep#1 in our Travel Series. Leverage distinctive features in distinctive, humorous ways. Having to experience our world in virtual ways led to a craving for reality. And Iceland offers stunning, natural reality in spades, without silly headsets.

On Strategy Showcase 2/24/23 On Strategy Showcase 2/24/23

A strategist talks with Byron Sharp

Byron is the author of How Brands Grow. Some refer to him as the dark lord of effectiveness. He’s blunt and unapologetic. And I like that about him.

On Strategy Showcase 2/21/23 On Strategy Showcase 2/21/23

The three key takeaways from our Planning for Effectiveness series

We wrap-up our Planning for Effective Outcomes series with a panel discussion. Thanks to WARC for sponsoring.

On Strategy Showcase 2/12/23 On Strategy Showcase 2/12/23

W+K’s Marcus Collins on his new book about culture's influence on what and why we buy

Marcus demonstrates the risks of chasing “value propositions” and losing sight of the influence culture has on our decisions.

On Strategy Showcase 2/5/23 On Strategy Showcase 2/5/23

Finish Detergent's Glasses of Drought and Water Index show us social responsibility done right

Finish detergent in Turkey moved from fifth to first place in part through examples of corporate social responsibility done right.

On Strategy Showcase 1/29/23 On Strategy Showcase 1/29/23

Why McD's "Raise your Arches" set the industry ablaze and where the idea came from

The story behind the work and the ethnography research that fueled it.

Fergus O'Carroll 1/22/23 Fergus O'Carroll 1/22/23

How the mass market, at home coffee brand is repositioning

From moving beyond the morning occasion to a focus on quality, Folgers wants to win over younger drinkers

On Strategy Showcase 1/13/23 On Strategy Showcase 1/13/23

How Shake Shack's strategy elevated quality beyond the obvious

When the brand asked for a focus on quality, Preacher reframed it For What it’s Worth.

On Strategy Showcase 1/8/23 On Strategy Showcase 1/8/23

Why Edelman thinks "Trust" should be the ultimate metric

Tom Hehir, EVP, Head of Strategy, talks trust as a strategic goal and why Edelman feels it should be the ultimate metric.

On Strategy Showcase 12/24/22 On Strategy Showcase 12/24/22

Mark Ritson’s Top 10 Marketing Moments of 2022

Mark returns to share his Top 10 Marketing Moments and why they mattered. Happy holidays and New Year to everyone.

On Strategy Showcase 12/17/22 On Strategy Showcase 12/17/22

A John Lewis Christmas retrospective with CCO Richard Brim and CSO Martin Beverley of adam&eveDDB

To celebrate the holidays, we’re rerunning the stories behind 10 years of iconic John Lewis Xmas ads and the brand platform that inspired them

On Strategy Showcase 12/13/22 On Strategy Showcase 12/13/22

Ep#6 Planning for Effective Outcomes: The downfall of media measurement in comms with Karen Nelson-Field

Not all reach is equal. In this final episode of the series, we talk about the importance of attention metrics in reach-based comms planning and its impact on effectiveness/efficiency.

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