81 episodes

Hear the backstories behind campaigns shaped by some of today’s best strategy/client teams.

On Strategy Showcase Fergus

    • Business
    • 4.5 • 21 Ratings

Hear the backstories behind campaigns shaped by some of today’s best strategy/client teams.

    The story behind Home Center’s decision to stand with single mothers

    The story behind Home Center’s decision to stand with single mothers

    A WARC Grand Prix winner. The Middle Eastern-based home furnishing retailer used Father's Day to celebrate the achievements of single mothers. 

    • 44 min
    How "The Dance" reversed Speight’s Beer's 36% sales decline

    How "The Dance" reversed Speight’s Beer's 36% sales decline

    The story behind the heart-warming and award-winning campaign that reversed losses by expanding appeal, with Rachel Ellerm of Lion and Lucinda Sherborne of DDB, New Zealand. 

    • 40 min
    Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets

    Author and Harvard Professor Douglas Holt on using cultural strategy to disrupt markets

    Huge fan of Doug Holt. We talk about purpose, challenger and cultural brands through the lens of Jack Daniels, Chipotle, Blue Buffalo, Dove, Starbucks, etc.

    • 48 min
    Mark Ritson on his Top 10 Marketing Moments of 2021

    Mark Ritson on his Top 10 Marketing Moments of 2021

    The industry columnist, advisor and professor of marketing shares his Top 10 moments of this past year.  And, as always, there are surprises for all.

    • 1 hr 13 min
    How Velveeta sidestepped the cheese wars to create a space in pop culture, with Matt Carpenter of Kraft Heinz and Jonathan Deves of Johannes Leonardo

    How Velveeta sidestepped the cheese wars to create a space in pop culture, with Matt Carpenter of Kraft Heinz and Jonathan Deves of Johannes Leonardo

    La Dolce Velveeta presents the brand as an "unrestrained pleasure" by leveraging craveability and the attitudes of proud Velveeta lovers,  claiming you don't have to be rich to live golden.

    • 55 min
    The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary

    The brilliant #Wethe15 initiative and the decision to show disabled persons as they are - wonderfully ordinary

    Adam&Eve DDB's CSO Martin Beverley and Craig Spence, Chief Brand Officer for the IPC share the story behind the creation of Wethe15, with its focus on what we have in common, not what makes us different. Lessons in here for every marketer.

    • 33 min

Customer Reviews

4.5 out of 5
21 Ratings

21 Ratings

stacywrotethis ,

Love the backstory

Dig the podcast. Love hearing how strat was born. Always leave each episode with a takeaway and nugget of inspo. 👍

Gohawks13 ,

Truly insightful discussions

The strategy business can be overly saturated with confusing terms and bravado that serves to only make it a difficult thing to understand. Fergus does a fantastic cuts through much of the clutter and make strategy accessible, understandable and actionable. Planners from junior to exec levels will get a ton from this series.

luap ,

Un Up

Uncommon is one of my three favorite shops in the world. Tobey is living evidence of that.

“Home improvement” (life improvement)
“Home repair” (life repair)

Sometimes scale of visibility solves everything. What you say where you say it and how big you say it.

Plus when everyone is painfully aware of something ( a recession, Christmas , pandemic, winter etc) its rarely a need to tell people something they already know.

Unless everyone else in your category is doing it wrong.

Which most assuredly are.

😉

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