The Brief

McCann Central

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MARKETING
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Join Ellis Bird and our wider creative community as we analyse and address the opportunities, challenges, and changes faced by marketers, and share stories and lessons from some of the biggest advertising and marketing campaigns at McCann Central.

MAY 28

The Brief Ep 19: Coral Care – the story behind the world’s first reef nourishing sunscreen

An estimated 14,000 tons of sunscreen end up in the world’s oceans every year, and as many as 80% of ordinary sunscreens contain chemicals that contribute to coral bleaching and dying reefs. But what if there was a sunscreen and a certification that would help coral instead of harming it? In this episode, we unpack the story behind an incredibly ambitious project to not only create the world’s first coral-nourishing sunscreen but launch a new sunscreen certification that encourages other manufacturers to protect coral from toxic chemicals. What started with an idea four years ago has now turned into a Cannes Lions winning project with over 30 partners around the world. Join the team behind the project and discover the story behind Coral Care. What we cover in the episode The shocking stats that triggered the ideaFrom concept to formula: the journey to product developmentThe reality of going beyond the creative comfort zoneThe importance of partners in achieving success Working with Stream2Sea and the University of DerbyThe road to Cannes and the impact of winning a LionEntering phase two with the world’s first Reef Protection CertificationHow the team took the project globalWhat’s next for Coral Care and RPFLearn more about Coral Care here and RPF here. About the speakers Jon Elsom is Group Executive Creative Director at McCann Central. Jon has spent nearly 30 years in the communications business, creating effective and award-winning campaigns for clients in all sectors such as Qatar Airways, Mastercard and Vauxhall. For Jon it's all about creating outstanding work that cuts through and transforms clients' brands. Alex Smith is Senior Copywriter at McCann Demand, and one half of the ‘Britzilian’ creative duo with Fred Corazza. Alex and Fred are the team behind Coral Care and are always looking to push boundaries with their work. The duo try to tell real stories that connect with people around the world. Sophie Churchill is Business Director at McCann Demand. She is experienced in delivering impactful, multi-channel campaigns across diverse industries - including FMCG, tourism & travel, healthcare & beauty, domestic appliances and consumer electronics. She is passionate about long term brand building, delivering work that has meaning, built on insights and human truths. Coral Care is a passion project that sits perfectly within Sophie's values.

37 min
APR 23

The Brief Ep 18: Escape mode – tapping into the $9.7 trillion escape economy

Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that brands, both in traditional ‘escape’ industries such as travel and gaming and non-tradition industries like banking, can tap into and foster brand loyalty. In this episode, we dive into ‘The Truth About Escapism’, a fascinating study from McCann Truth Central. Guests Jess Francis, Research Director at Truth Central, and Joe Stevens, Managing Partner of Strategy at McCann, discuss the what, why, and the opportunities of escapism with Ellis Bird. What we cover in the episode The $9.7 trillion escape economy opportunityWhat escape means todayHow and why are people seeking escape?Keeping it meaningful – how brands can connect with audiences in moments of escapeUsing the research to understand your audienceThe rise of ‘stacking’ escapesWhat the future of escapism might look like Learn more about The Truth About Escapism study here. About the speakers Jess Francis is a Research Director at McCann Truth Central, where she develops global interdisciplinary research studies, such as the Truth About Escapism and the Truth About Work. She is an expert in mixed research methods, data visualisation and storytelling, with deep categorical expertise in youth culture, sustainability, and emerging technologies. Prior to a career in advertising, she worked in the social impact and non-profit sector, from democratizing access to tech-education in Iraq and Turkey to helping raise over $3 million USD for Choose Love. A Brit-Filipina raised on a boat in Hong Kong, she’s a conduit for multi-cultural thinking and outside of work, is a hobbyist potter and sourdough baker. Joe Stevens is Managing Partner, Strategy, atMcCann Central. As an experienced planner with a track record of integrated, digital, social and creative strategies, Joe has worked on leading brands across a range of industries. He's particularly interested in developing strategies that help to anchor brands in cultural, consumer and channel truths across markets and categories.

44 min
JAN 22

The Brief Ep 17: Compound creativity – the power of consistency with System1

As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA shows that consistency is key when it comes to effective advertising. As we enter a new age of effectiveness, it’s never been more important to understand the impact and benefits of compound creativity, and the risks and costs of inconsistent creative and short-term agency relationships. In this episode, Ellis Bird is joined by Andrew Tindall, SVP Global Partnerships at System1, and Jamie Peate, Global Head of Effectiveness and Retail at McCann Worldgroup, to uncover the real impact of consistency and the risks (and cost) of inconsistent creative and short ad lifespans. They will explore the latest research and share real examples of some of the most impactful and consistent work. What we cover in the episode What is compound creativity? The power of fame Moving on without moving off – achieving creative consistency Why Kevin the Carrot became the nation’s favourite Christmas ad of all time The importance of craft Andrew’s ‘Marketer of the year’ The impact of social media on defining success The role of intuition and data Read more about System1’s research on Compound Creativity with the IPA here. About the speakers Andrew Tindall is SVP Global Partnerships at System1. He champions modern marketing effectiveness in a no-bullshit, practical way. Responsible for System1’s thought leadership and global agency partnerships, he combines data with System1’s ad database to create publications exploring emotion and creativity’s role in effectiveness across the media mix. Ex-Diageo and Bacardi, he loves an IRL chat at the bar but also frequently stirs debate on LinkedIn and is a columnist for The Drum. Jamie Peate, Global Head of Effectiveness and Retail at McCann, has helped to drive a culture at local, regional and global levels that holds creativity and effectiveness central to all of the agency’s output. His strategic approach to the Aldi account exemplifies his approach – long running campaigns such as Like Brands and Kevin the Carrot have reaped benefits for the client and helped redefine the grocery sector.

1h 1m
12/17/2024 · BONUS

The Brief: 2024 in review

In this special year-end episode of The Brief, host Ellis Bird looks back on some of her favourite moments from the podcast in 2024. Reflecting on the most impactful discussions and interviews, Ellis revisits key topics that shaped the world of marketing and advertising this year. From groundbreaking campaigns to emerging trends and industry insights, this episode offers a comprehensive recap of the highlights that defined the series. We’ll be back in 2025 for more insightful conversations on the biggest challenges and opportunities facing marketers.

12 min
11/28/2024

The Brief Ep16: Ignite success - how to build a culture of effectiveness

‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effectiveness? For this episode, we’re joined by Nick Milne, Chief Effectiveness Officer at The Ignition Room, and Ringo Moss, Chief Strategy Officer at McCann Central, to discuss the what, why and how, of building a culture of true effectiveness. What we cover in the episode What do we mean when we talk about ‘effectiveness’ Creating value for clients, agencies and people Why measurement shouldn’t just be at the end of the process Why everyone in a business should undergo effectiveness training – even HR and finance How long does it take to build a culture of effectiveness? Do agencies or clients own effectiveness culture? Why you can’t just 'turn on' effectiveness The biggest skill client-side effectiveness practitioners need to have Why McCann introduced an effectiveness ‘contract’ Balancing short term performance with long term effectiveness Why the industry has to get back to value and outcomes What marketers need to know about effectiveness About the speakers Nick Milne is Founder of and Chief Effectiveness Officer at The Ignition Room and Go Ignite. Before founding The Ignition Room and Go Ignite, Nick gained his effectiveness experience at Samsung, where he had responsibility for customer and marketing analytics across Europe, and at O2, where he set up the Marketing Effectiveness function. Nick has also been a member of the IPA Effectiveness Leadership Group since 2016. The Ignition Room is a marketing community designed to help marketers learn how to build a strong effectiveness culture by building a network of like-minded agency and brand side marketers, and by sharing challenges and experience to help overcome particular effectiveness challenges. Go Ignite is the consulting arm where the team work directly with brands and agencies to design and embed effectiveness approaches, tools and solutions into ways of working. Ringo Moss is Chief Strategy Officer at McCann Central. He is a hugely experienced strategic marketing professional with a proven background in shaping and executing award-winning brand & comms strategies. With diverse experience spanning a wide range of communications roles, categories, and global clients, Ringo focusses on empirical marketing science to deliver effective communications and believes in the power of creativity to create unfair commercial advantage whether in B2B or B2C.

50 min
10/31/2024

The Brief Ep15: Copilot wrote this title - AI-powered search unleashed with Microsoft

AI is one of the fastest evolving technological advancements, and its impact is being felt across multiple touchpoints, including search. Both frontend and backend, AI is changing the game when it comes to SEO and PPC, but what are the big challenges and opportunities? In this episode, we’re joined by Tracey Pilon, Commercial Director at Microsoft, and UM Birmingham’s Katherine Ray, Business Director and Tom Williams, Senior SEO Director, to break through the jargon and uncover the current state of AI in search, what it means for marketers and brands, and what the future of search might look like. What we cover in the episode The evolution of the SEO landscape How Microsoft is harnessing the power of AI Will fragmentation in search increase? The potential rise of zero-click searches (and why this might not be a bad thing) Why marketers need to consider the full funnel Using Copilot for creativity About the speakers Tracey Pilon is Commercial Director at Microsoft. With over 18 years of experience with one of the world leaders in technology, Tracey is an experienced leader in the digital industry. Katherine Ray is Business Director at UM Birmingham, part of McCann Central. Kat has significant experience in Paid Search across a range of industries. Tom Williams is Senior SEO Director at UM Birmingham, part of McCann Central. Tom is a passionate SEO Specialist with more than 13 years of experience, both agency side and in house.

52 min
10/02/2024

The Brief Ep 14: Beyond the millennial - expanding audiences and building trust with Ruggable

In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels all whilst building trust. Expanding your audience can feel like a challenge at the best of times, but as a relatively young brand operating on a global scale, there’s a lot to navigate. For this episode, Ellis Bird is joined by Charlotte Ford, European Senior Marketing Director at Ruggable, and Sarah Warewinter, Managing Partner, Strategy, at McCann Bristol. During the conversation, they discuss the journey to expanding audiences, the importance of data, finding the right channels, and getting internal buy-in. What we cover in the episode Ruggable’s journey so far How do you know when it’s time to start expanding your audience? Finding like-minded audiences Why you shouldn’t change your brand to suit a new audience How challenger brands can find connection Finding local relevance on a global scale (without being precious about your brand) How testing has shaped Ruggable’s strategy Building (and maintaining) trust as a D2C online brand About the speakers Charlotte Ford is European Senior Marketing Director at Ruggable. With extensive experience across some of the biggest consumer brands including Heycar, Treatwell and Amazon, Charlotte is a specialist in brand and customer engagement. Passionate about brand building and solving complicated strategic challenges, she joined Ruggable in early 2024 and has since led the way on growing audiences and channels. Sarah Warewinter is Managing Partner, Strategy, at McCann Bristol. With a traditional planning background, Sarah is well versed in customer insight, research, brand management, creative and business strategy; and believes that brands need to be built on strong strategic foundations to develop amazing creative marketing. Her experience is channel agnostic, and she is passionate about making sure that brands use all available resources in the right way to connect with their customers.

44 min
08/21/2024

The Brief Ep 13: Note to self – how the Electoral Commission changed the nation’s behaviour

In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find a way to clearly communicate the new ID requirements to the nation across a vast array of demographics, without impacting the public’s motivation to vote. The solution? Giant sticky notes. For this episode, we’re joined by Susan Crown, Flick Duncan, and Kayley Almond to uncover the challenges the new law presented, the story behind the campaign, how they shifted behaviours, how they got the first ad out within 24 hours of the General Election being announced, and the incredible results the campaign has generated. What we cover in this episode Where do you begin when trying to change the behaviour of so many demographics? Going down wormholes and the importance of segmentation Overcoming apathy and understanding barriers The importance of research and accessibility How the sticky notes stood out amongst 12 options Why the team were operating at severe risk early on The pressure of overcoming negative public opinions and getting the tonality right Finding longevity in the creative How the team go the first assets out within 48 hours of the general election being announced Bringing the ‘warm and fuzzy’ to life-admin Finding the human touch (including hand written sticky notes) Key lessons in accessibility and inclusion Why post-campaign analysis is a must Connecting with key audiences The incredible results generated by the campaigns Watch the ads Voter ID: https://www.youtube.com/watch?v=WDU6_ZW-mRw Voter registration: https://www.youtube.com/watch?v=HHb8lrjRPIY About the speakers Susan Crown is Head of Campaigns and Corporate Identity at The Electoral Commission and is passionate about encouraging participation in democracy. An expert in marketing, press, strategic, internal, and corporate communications, Susan as extensive experience in developing behavioural change campaigns. Flick Duncan is Managing Partner at McCann Demand, leading on some of the biggest household names. With a belief in building trusted, open and collaborative partnerships, she is dedicated to achieving ambitious, world-first creativity and growing industry-leading client servicing teams. Kayley Almond is a seasoned Strategy Director at McCann Demand, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people.

51 min

See All (20)

Creator

McCann Central
Years Active

2023 - 2025
Episodes

20
Rating

Clean
Show Website

The Brief

The Brief

Episodes

The Brief Ep 19: Coral Care – the story behind the world’s first reef nourishing sunscreen

The Brief Ep 18: Escape mode – tapping into the $9.7 trillion escape economy

The Brief Ep 17: Compound creativity – the power of consistency with System1

The Brief: 2024 in review

The Brief Ep16: Ignite success - how to build a culture of effectiveness

The Brief Ep15: Copilot wrote this title - AI-powered search unleashed with Microsoft

The Brief Ep 14: Beyond the millennial - expanding audiences and building trust with Ruggable

The Brief Ep 13: Note to self – how the Electoral Commission changed the nation’s behaviour

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