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Fergus O’Carroll
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Where marketers tell the stories behind the strategies that led to amazing campaigns.

  1. FA 6 DIES

    The new book that makes the business case for creative effectiveness

    The Effies and System1 have released The Creative Dividend. The book introduces tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth. I talk with Effie CEO, Traci Alford, Effie CMO, Juliet Haygarth and System1 SVP, Andrew Tindall. Learn how to download the book for free.

    41 min

  2. 16 DE FEBR.

    Revisiting Challenger Brand Theory with Hugh Derrick of Eat Big Fish

    Hugh Derrick is a long time partner at the Eat Big Fish consultancy in London. We talk about the principles outlined in Adam Morgan's original book and how time and shifts in social behavior have impacted its theories. A great conversation.

    41 min

  3. 10 DE FEBR.

    Live from Arnold in Boston: Brains, Grit and Brand Building

    Boston has been a creative powerhouse for decades. While agencies like Mullen, The Barbarian Group, Modernista, and Hill Holiday have all left their mark, Arnold continues to this day, alongside smaller agencies like Colossus, to make a mark with national work (think Progressive Insurance) that makes most of us jealous. Boston also houses many in-house agencies at companies including The LEGO Group. Shark Ninja, Staples, Liberty Mutual, New Balance, Puma, etc. We talk about all this and more with many of the people at its center. Thanks to Tracksuit, Ipsos and the Effies for supporting our live tour.

    1 h 5 min

  4. 1 DE FEBR.

    Müller Rice's award-winning pivot from attempting persuasion to avoiding rejection

    After hitting a dead-end using traditional planning methods, the frustrated team discovered the true problem and pivoted to success. I'm joined by VCCP's CSO Max Keane and Planning Director Matt Hayes to talk through their Müller Rice award-winning Rice, Rice Baby campaign.

    44 min

  5. 25 DE GEN.

    On the Spot: Burberry & Johnnie Walker

    It's planners talking brands they've never worked on. I'm joined this month by Kate Rush Sheehy, CSO at GSD&M and Brendon Volpe, CSO at UM NYC. We're talking about the latest work from Burberry and Johnnie Walker. Thanks to Tracksuit and System1 for making this series possible.

    50 min

  6. 12 DE GEN.

    How Dr. Dre is putting swagger back in the Goodyear brand

    The new executive team discovered that while the 125 year-old brand is recognized, it's not well known. And in a category dominated by me-too products, it was time to reset the Goodyear brand. Built on the platform "tires worth bragging about," the campaign uses Dr. Dre's "Still D.R.E." to share the story of the brand's past and its pop culture presence. I'm joined by Taylor Grimes of Goodyear and Lindsey McNabb of BBH, NY.

    36 min

  7. 6 DE GEN.

    How Archer uses exaggerated reality to draw attention to genuine ingredients

    We're a nation of protein-seeking adults in search of alternatives to yogurt snacks and chicken bites. So why not a healthier, protein-packed beef stick snack? Tons to learn in this episode. "Stick to Real" is the brand's platform. Its executions contrast exaggerated reality with moments of real. I talk with Archer Meat's Andrew Thomas. Thanks to Tracksuit for supporting our show.

    37 min

  8. 22/12/2025

    Meet the team behind Amazon's ad strategy

    We talk about how the world's greatest e-comm site considers category entry points. Also about the story behind this year's holiday ads campaign, including Benedict Cumberbatch's 5-Star Ratings Theatre, and what the now full-funnel marketer is still trying to better understand. I'm joined by Chris Marchegiani, Head of Brand Planning Insights and Creative, and Garett Levy, Sr. Global Brand Planner.

    39 min
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Informació

Where marketers tell the stories behind the strategies that led to amazing campaigns.

Fitxa tècnica

  • Creació
    Fergus O’Carroll
  • Anys en actiu
    2020 - 2026
  • Episodis
    290
  • Qualificació
    Explícit
  • Copyright
    © 2026 On Strategy Showcase
  • Lloc web del programa
    On Strategy Showcase

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