Mark Ritson's Top 10 Marketing Moments of 2022
Mark returns to share his Top 10 Marketing Moments of the year and why they mattered. Happy holidays and New Year to everyone.
Dec 24, 2022•59 min
On Strategy Showcase
Where marketers tell the stories behind the strategies that led to amazing campaigns.
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Episodes
The iconic John Lewis Christmas ads and the brand strategy that inspired them
To celebrate the holidays, we're rerunning the stories behind 10 years of iconic John Lewis ads and the simple brand platform and inspirations that shaped them, with CCO Richard Brim and CSO Martin Beverley of adam&eveDDB, London
Dec 17, 2022•1 hr
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. This series sponsored by our friends at WARC.
Dec 13, 2022•49 min
Ep#5 Planning for Effective Outcomes: The Creative Relationship, with Greg Hahn and James Hurman
When it comes to generating effective work, it’s critical that strong relationships exist between account people, strategists and creatives. We talk about the various creative personalities and how best to work with each. This series brought to you by our friends at WARC.
Dec 07, 2022•34 min
Ep#4 Planning for Effective Outcomes: Writing Creative Briefs with Julian Cole
The most critical episode in the series, we talk about two key documents: strategy on a page and the creative brief. Examples can be downloaded on this episodes' page on our website. This series is brought to you by our friends at WARC.
Nov 28, 2022•48 min
The brilliant, Grand Prix winning Rediscover Germany from Ogilvy, Frankfurt
How a simple comment about the Frankfurt skyline unlocked German Rail's brilliant social media fueled idea that helped Germans Rediscover Germany.
Nov 15, 2022•26 min
Ep#3 Planning for Effective Outcomes: Metrics & Measurement with Harry Davies
Former Head of Sales Data Science & Analytics at Google, Harry shares the three types of metrics: Outputs, Outtakes and Outcomes, and the importance of having a Hierarchy of Evidence. This series is brought to you by our friends at WARC.
Nov 08, 2022•39 min
Ep#2 Planning for Effective Outcomes: "Performance vs. Brand" with Tom Roach & Claire Strickett
Ep#2 focuses on performance vs. brand marketing and the blasphemous idea of both in a single execution. This series brought to you by WARC.
Nov 01, 2022•59 min
Ep#1 Planning for Effective Outcomes: "Starting out right" with Mark Ritson
Ep#1 deals with setting direction and defining objectives. Mark Ritson shares tips on how to get from objectives to client brief and the mistakes too many are making. This series is brought to you by our friends at WARC.
Oct 26, 2022•44 min
How Johnnie Walker's "Keep Walking" has been reinvented
The brand historically known for its Pursuit of Progress has reinvented the way it expresses itself for a new generation of drinkers. From personal status to collective optimism, this is the story behind the latest "Keep Walking" campaign.
Oct 18, 2022•40 min
Introduction to our “Planning for Effective Outcomes" series
James Hurman and I talk about each of the 6 upcoming episodes and what you can expect from each guest. The series is brought to you by our friends at WARC.
Oct 11, 2022•42 min
Dan Wieden dies at 77
This week we pay homage to Dan Wieden of W+K. He was heroic because he made it possible for the creatives and strategists I’ve long admired to become the creatives and strategists I've long admired. He made them possible. He created the culture that allowed them to be. And he loved it. Here's a speech he gave at Design Indaba in 2016. It's well worth a listen. R.I.P.
Oct 03, 2022•29 min
Classics Episode: 1960's VW "Think Small" campaign from DDB
How, after World War II, would you market to the American public, a strange looking, small, inexpensive foreign car associated with Hitler's Germany? Imagine that was your brief.
Sep 28, 2022•40 min
Liquid Death: the water brand that thinks like a beer
Liquid Death is an irreverent brand that contradicts almost every convention of marketing. It’s simply drinking water, but packaged differently and marketed uniquely with the tagline “Murder Your Thirst.”
Sep 20, 2022•43 min
James Hurman on start-ups/VCs and their dangerous skepticism of brand
In his latest book “Future Demand," James Hurman suggests we start using the language of business to build the case for investment in harvesting both existing and future demand.
Sep 14, 2022•52 min
Classics Episode: 2000's Citibank "Live Richly"
The amazing planning story behind Fallon's win over Chiat Day for the Citi account: one that resulted in the best un-bank-like advertising ever. And it would never have happened if not for two guys on a speakerphone.
Aug 23, 2022•51 min
Classics Episode: 1962's AVIS "We Try Harder"
The first in our new series on classic campaigns. DDB used a comment from an AVIS employee to turn what many considered a weakness into a highly relatable strength.
Aug 17, 2022•37 min
7-Eleven on rebuilding when the idea of convenience has changed
Coming out of lockdown, the convenience store brand, faced with a dramatic reduction in store visits, used products and subcultures as distinctive brand assets to expand its share among those whose idea of “convenience” had changed.
Aug 10, 2022•29 min
Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”
The name change from Uncle Ben's Rice to Ben's Originals was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking that grew household penetration 20%. Because doing what's right is also right for business.
Aug 03, 2022•36 min
How to turn a brand perceived as cheap into one considered awesome
Skinny Mobile, originally a youth brand, needed to explore a way into the general market to return to growth, but brand perception got in the way. ColensoBBDO and their client share the award winning strategy that flipped a negative, with "Skinny will do anything to keep prices low and customers happy."
Jul 27, 2022•37 min
Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”
After decades of “Choosy Moms Choose JiF,” how could a brand your mom served you as a kid now be the brand you choose for yourself? Publicis, New York shares the strategy story behind "That Jifing Good."
Jul 22, 2022•34 min
The New York Times' Truth Campaign with Droga5, New York
The New York Times was targeted as "fake news" by the previous administration. This was their award-winning response and what led to record breaking subscription levels.
Jul 12, 2022•33 min
Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin
With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.
Jul 06, 2022•42 min
Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago
How Sacha Baron Cohen's team and Leo Burnett made a National Rifle Association President undermine his own organization on a national stage in an effort to save lives.
Jun 28, 2022•42 min
How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category
John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it."
Jun 23, 2022•48 min•Season 2Ep. 3
VW with Mary Bakarich, Group Strategy Director, Johannes Leonardo, NY
From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.
Jun 17, 2022•1 hr 3 min
Marmite's tagline "you'll either love it or hate it" led this brilliant strategy and sales turnaround
The food spread dramatizing the tension between lovers and haters further pushed the product into popular culture and consideration with this latest installment "The Marmite Gene Project."
Jun 08, 2022•56 min•Season 2Ep. 15
Amazon Prime Video's "Great shows stay with you" strategy from Droga5 London
A chat about the streaming wars and the back-story on the amazing "Great Shows Stay with You" strategy with Tim Whirledge, while at Droga5 London.
Jun 02, 2022•45 min
The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO
Effectiveness data in B2C is robust, but not so in B2B. The Institute plans to change that. Jon Lombardo shares their latest work and some new concepts that can help your CFO support your case for effective investment.
May 25, 2022•39 min
The inspiration behind "Life insurance so good they're gonna want you dead"
In a campaign from Fred & Farid, Los Angeles, Ladder, an online life insurance company, is embracing brand marketing (not simply performance) with a totally unexpected campaign in an uptight category.
May 17, 2022•37 min
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