108 episodes

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

On Strategy Showcase Fergus O’Carroll

    • Business
    • 5.0 • 2 Ratings

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

    7-Eleven on rebuilding when the idea of convenience has changed

    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. 

    • 29 min
    Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”

    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.

    • 35 min
    How to turn a brand perceived as cheap into one considered awesome

    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."

    • 37 min
    Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”

    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."

    • 34 min
    The New York Times' Truth Campaign with Droga5, New York

    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.

    • 32 min
    Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin

    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.

    • 42 min

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