Explore " #onstrategyshowcase" with insightful episodes like "We talk misleading metrics with Mike Menkes of Analytic Partners, NY", "How Kobo is challenging Amazon in the e-reader space", "The story behind Domino's Pizza's digital innovation strategy", "How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment" and "The story behind Hanes' Make Yourself Comfortable platform" from podcasts like ""On Strategy Showcase", "On Strategy Showcase", "On Strategy Showcase", "On Strategy Showcase" and "On Strategy Showcase"" and more!
In this episode, we talk about the two major buckets of metrics - exposure and impact - and how they're being potentially misused and misunderstood.
Canadian brand Kobo is using the popularity of guilty pleasure titles to carve out a unique space with women for its Kobo-plus e-reader subscription. We're joined by Lindsay Gray of Rakuten Kobo and Shari Walczak of The Garden, Toronto, Canada.
We hear the stories behind Emoji Ordering, Zero Click Ordering, Carryout Tips and their collaboration with Stranger Things, Season 4. We're joined by CCO, Matt Talbot and Strategy Lead, Alex Guerri, both of WorkInProgress, Boulder, Colorado.
The instinct when trying to justify a price increase is to lean on rational factors: quality, value, distinct features. Tyyrells suggests the opposite. It demonstrates how a characterful brand backed by sufficient marketing spend can achieve the same goal, but profitably. I'm joined by Dan Hulse, CSO at St. Lukes, London.
The basics apparel brand shares how it is elevating its "comfort" equity from functional benefit to cultural relevance. We're joined by CSO, Elizabeth Paul and Associate CD, Rushil Nadkarni, both of The Martin Agency.
Ep#1 of our "Outside-In Thinking" series features Steven Lacey of The Outsiders, a cultural consultancy in London. He shares how our industry can break out of fishbowl thinking in order to deliver real value. This series sponsored by The Planning Department.
Most categories have them, the big, obvious taboos no one talks about, but everyone knows could be awesome. For Partners Life Insurance, it was death! And they did it in an amazingly unique way. Rory Gallery, CSO and Lisa Fedyszyn, ECD of Special Group in Auckland, talk us through the award winning Last Performance.
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. We're joined by CMO Susan Coghill and Executive Strategy Lead, Rob Dougan. Thanks to Kantar for sponsoring this series.
First it was Droga5's Global CSO, Jonny Bauer, quickly followed by five CSOs from major creative agencies. So what's going on inside the ivory tower of investment banking in Midtown Manhattan? We talk with Tom Callard, former CSO at BBH and now Brand Transformation Lead at Blackstone.
Martin Weigel, incoming CS0 at AMV BBDO, Paula Bloodworth, Head of International Strategy at Uncommon, and Rob Campbell, CS0 at Colenso BBDO called and wanted to chat. This is what happened.
Ep#3 in our Travel Series, United Airlines aligns with the stated beliefs of younger travelers through an ESG campaign that showcases its intentions and people. Thanks to Kantar for sponsoring this series.
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. We talk with SS+K, NY and Visit Iceland. Thanks to Kantar for supporting this series.
Marcus’ book demonstrates the risks of chasing product-based value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.
With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul moved from fifth to first in part through its "Skip the Rinse" brand platform and its Glasses of Drought/Water Index initiatives. We talk about all three.
When the QSR brand asked for a focus on quality, Preacher's Head of Strategy Marika Wiggan and Founder Seth Gaffney found a way to reframe it... For What it's Worth.
It started with a dinner conversation. That led to Edelman's Tom Hehir, EVP, Head of Strategy, joining me to chat about trust as a strategic goal and why Edelman feels it should be the ultimate metric.
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
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.
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.
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.
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