On Strategy Showcase Fergus O’Carroll

With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul, Turkey moved from fifth to first place in part through its "Skip the Rinse" brand platform and its Glasses of Drought and Water Index initiatives. We talk about all three.

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.

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

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. 

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