On Strategy Showcase: Live with Winners at the Effie Awards in NYC

Host: Fergus O’Carroll
Release Date: June 20, 2025
Location: Cipriani's, New York City
Grand Effie Winner: Leo Burnett for "Blood Apetit" – a campaign for the Field Museum, Chicago

Introduction

In this vibrant episode of On Strategy Showcase, host Fergus O’Carroll takes listeners behind the scenes of the Effie Awards gala in New York City. As the official podcast partner of the Effies, Fergus offers exclusive access to interviews with selected award-winning marketers, providing deep insights into the strategies that fueled their successful campaigns. The episode features discussions with representatives from renowned agencies like Ogilvy, DDB Chicago, Wieden and Kennedy, Preacher, Mischief, FCB Chicago, Johannes Leonardo, and Leo Burnett.

Ogilvy's Verizon "Network That Can't Be Broken" Campaign

Interviewees: Matt (Ogilvy Representative)

Ogilvy had an impressive evening, winning ten Effies, including seven golds, for campaigns such as Verizon’s Super Bowl ad featuring Beyoncé.

Key Discussion Points:

• Objective: Verizon aimed to connect with a younger, more diverse audience by redefining the concept of a network through the lens of cultural relevance and resilience.
• Strategy: Partnering with Beyoncé to create a cultural moment that emphasized Verizon’s robust network capabilities during the Super Bowl.
• Creative Insight: The campaign’s tagline, "You can break the Internet, but you can’t break the Verizon network," encapsulated the brand's reliability while leveraging Beyoncé’s star power.

Notable Quotes:

• Matt: “We took the idea of breaking the Internet and attached the brand to it, partnering with Beyoncé to amplify the message” ([03:23]).
• Matt: “Every scene was about trying to break the Verizon network, and you were seeing the network in every scene” ([07:00]).

DDB Chicago's Miller Lite "Running of the Beers" Campaign

Interviewees: Jamie McGill (Head of Strategy, DDB Chicago) and Michelle Nagel (Senior Marketing Manager, Molson Gors)

DDB Chicago secured a gold and a bronze Effie for their innovative Miller Lite campaign, which creatively chose to bypass a traditional Super Bowl spot.

Key Discussion Points:

• Strategy: Instead of a single high-budget ad, Miller Lite ran 1,000 micro-ads featuring consumers, turning them into walking billboards.
• Execution: Distribution of jerseys with QR codes, encouraging consumer engagement and offering coupons, fostering a community-driven marketing approach.
• Engagement: High participation on social media, showcasing diverse and creative consumer-generated content.

Notable Quotes:

• Matt: “We ran a thousand ads instead of one, allowing consumers to become the face of Miller Lite” ([08:43]).
• Jamie: “The thousand ads were literally a thousand consumers who wanted to be part of the campaign” ([09:10]).

Wieden and Kennedy's McDonald's "Unlock Campaign"

Interviewees: Tass Testopoulos (Global Executive Strategy Director, Wieden and Kennedy) and Anna Engel (Director of Brand Content and Culture, McDonald's)

Wieden and Kennedy, alongside McDonald’s, won two silver Effies for their ongoing "Unlock" campaign, which has been lauded for its global resonance and adaptability.

Key Discussion Points:

• Concept: Leveraging "fan truths" to engage consumers authentically, speaking directly to what fans love about McDonald’s.
• Global Adaptation: While rooted in local insights, the campaign maintains universal appeal, allowing for regional customization without losing the core message.
• Sustainability: Continuous discovery and application of new fan truths keep the campaign fresh and relevant across different markets.

Notable Quotes:

• Tass: “It's so explicitly not corporate. It speaks to what fans love about our brand in a fan-to-fan nature” ([12:30]).
• Anna: “The flexibility at the heart of fan truths means the campaign is far from running out of steam” ([13:42]).

Preacher's Favor Delivery "Only in Texas" Campaign

Interviewees: Taylor and Sahair (Preacher, Austin, Texas)

Preacher earned a gold and a bronze Effie for their "Favor Delivery" campaign, which uniquely positioned the Texas-exclusive food delivery app against national giants.

Key Discussion Points:

• Challenge: Competing with established players like DoorDash and Uber in a saturated market with limited geographic reach.
• Strategy: Emphasizing Favor’s deep local knowledge and connection to Texas culture, creating a relatable and entertaining campaign.
• Execution: Highlighting Texas-specific insights and humor, targeting both new and long-time Texans to foster community engagement.

Notable Quotes:

• Taylor: “Favor knows the barbecue better and the Tex-Mex better, and most importantly, they know the people better” ([17:20]).
• Sahair: “Leaning into newcomers was a highlight, connecting with those who see Texas as a land of opportunity” ([19:02]).

Mischief's Chili's "Three for Me" Campaign

Interviewees: Jeff McCrory (Chief Strategy Officer, Mischief) and Jesse Johnson (VP of Marketing, Chili's)

Mischief, alongside Chili's, won two gold Effies for their effective "Three for Me" campaign, which revitalized Chili's presence in the competitive restaurant industry.

Key Discussion Points:

• Objective: Reinvigorate Chili’s brand relevance post-COVID by highlighting value and enhancing customer experience.
• Strategy: Introduce the "Three for Me" meal deal, positioning Chili’s as an affordable yet quality alternative to fast food.
• Execution: Focus on operational excellence, ensuring delicious food, a fun atmosphere, and exceptional hospitality to drive repeat business.

Notable Quotes:

• Jeff: “We needed to remind people why they liked Chili's and enjoy going there in a contemporary way” ([24:44]).
• Jeff: “Our superpower is changing the restaurant experience to make it more delicious and fun” ([24:44]).

FCB Chicago's Dramamine "The Last Barf Bag" Campaign

Interviewees: Tricia Russo (Group Strategy Director, FCB Chicago)

FCB Chicago garnered a gold and a bronze Effie for their inventive "Last Barf Bag" campaign for Dramamine, transforming a typically negative experience into a memorable narrative.

Key Discussion Points:

• Insight: Noticing the decline in barf bag usage as Dramamine became more effective.
• Strategy: Emphasize Dramamine’s efficacy by humorously addressing the near obsolescence of barf bags, positioning Dramamine as indispensable.
• Execution: Produced a heartfelt documentary-style film that engages viewers for an extended duration, fostering emotional connection and brand leadership.

Notable Quotes:

• Matt: “We created a 15-minute film that engaged people emotionally, celebrating the decline of barf bags in a respectful way” ([29:56]).
• Matt: “It’s the voice of a confident leader who can celebrate the demise of its competitor charmingly” ([29:56]).

Johannes Leonardo's Volkswagen "American Love Story" Campaign

Interviewees: Mary Bakarich (Johannes Leonardo)

Johannes Leonardo received a gold Effie for Volkswagen’s "American Love Story," a campaign that beautifully intertwined brand heritage with American cultural narratives.

Key Discussion Points:

• Concept: Celebrating Volkswagen's 75th anniversary in America by telling a universal immigrant story through the beloved Beetle.
• Strategy: Utilize emotional storytelling to create a relatable hero's journey, culminating in the introduction of the innovative ID Buzz.
• Execution: Depict the Beetle’s transformation from an overlooked misfit to a cultural icon, symbolizing acceptance and innovation.

Notable Quotes:

• Mary: “We told a message of appreciation and love to the American people through the universal story of the Beetle’s journey” ([32:00]).
• Mary: “The ID Buzz represents the next chapter, inviting a new generation to see the world differently” ([32:00]).

Leo Burnett's Blood Apetit for the Field Museum

Interviewees: Samantha Seskow (Chief Strategy Officer, Leo Burnett)

Leo Burnett triumphed with the Grand Effie for "Blood Apetit," a creative campaign for the Field Museum in Chicago designed to boost winter attendance.

Key Discussion Points:

• Challenge: Combatting reduced museum attendance during Chicago's harsh winter months.
• Insight: Leveraging Chicago’s robust dining scene to attract visitors by creating a unique connection between culinary experiences and museum exhibits.
• Strategy: Partner with top local restaurants to offer dishes incorporating blood, creating a thematic bridge to the museum’s "Blood Suckers" exhibit.
• Execution: Launched during Chicago Restaurant Week, providing discounted museum tickets with restaurant visits and promoting the exhibit through digital and social media advertising.

Notable Quotes:

• Samantha: “We leveraged the power of Chicago’s dining scene to entice people into the museum during winter” ([35:36]).
• Samantha: “The 'Blood Appetite' concept perfectly connected food and culture, driving engagement and attendance” ([35:36]).

Closing Discussion: The Importance of Marketing Effectiveness

Interviewees: Tracy Alford (CEO, Effies Worldwide) and Jay Goodman (Board Chair & CEO, Super Connector Studios)

In the final segment, Fergus engages with Effie executives to discuss the evolving landscape of marketing effectiveness.

Key Discussion Points:

• Evolution of Effectiveness: Tracy Alford emphasizes that marketing effectiveness has always been crucial, but the current global economic dynamics have heightened the focus on measurable outcomes.
• Diverse Perspectives: Jay Goodman notes the broad variety of successful campaigns without a single dominant theme, showcasing the industry's versatility.
• Fundamental Marketing Principles: Both executives highlight the importance of adhering to core marketing disciplines—strategy, creativity, and execution—regardless of campaign scale or budget.
• Global Influence: The incorporation of international marketing principles into U.S. strategies enriches the overall effectiveness and adaptability of campaigns.

Notable Quotes:

• Tracy: “Effectiveness is having a great moment. It has always mattered, but now there's more pressure to articulate and understand it” ([39:40]).
• Jay: “When you want to be truly effective, you need to excel at every part of what you do and be very thorough” ([43:09]).

Conclusion

The episode of On Strategy Showcase offers an in-depth exploration of the strategies and creative genius behind some of the most effective marketing campaigns recognized at the Effie Awards. From leveraging celebrity power and local insights to transforming consumer experiences and embracing emotional storytelling, these campaigns exemplify the essence of marketing effectiveness. Fergus O’Carroll successfully captures the essence of each award-winning strategy, providing valuable lessons and inspiration for marketers seeking to create impactful and memorable campaigns.

For more detailed case studies and full interviews, visit onstrategyshowcase.com or check out the On Strategy Showcase YouTube channel.