Podcast
On Strategy Showcase
Hosted by Fergus O’Carroll · EN
Where marketers share the strategy stories behind amazing campaigns.
303episodes
Episodes
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Uber. Extending the consumer brand into a B2B world
Feb 17, 202500:25:00Summary readyFor Ep#3 in our B2B series, I'm joined by Michelle Lisowski, Senior Director for Global B2B and Partnership Marketing at Uber. We talk about taking Uber into B2B, the aspects of the brand that can extend and others that need to be augmented. This B2B Series brought to you by LinkedIn.
SummaryGreg Hahn and Nicole Parlapiano with the story behind Tubi's new work
Feb 13, 202500:30:24Summary readyGreg Hahn, CCO of Mischief and Nicole Parlapiano, CMO of Tubi join me to talk about their latest work for the ad supported streaming service. The perfectly weird campaign suggests that if it's in you, it's in here.
SummaryPlanners guess how their favorite Super Bowl ads tested (it's hilarious)
Feb 11, 202501:05:39Summary readyWhat happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me.
SummaryProcell's B2B reframe: from price to buy to cost to replace
Feb 2, 202500:39:55Summary readyTaking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.
SummaryThe story behind Tinder's "It Starts with a Swipe."
Jan 26, 202500:46:31Summary readyStephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.
SummaryHow creating doubt created opportunity for B2B brand Informatica
Jan 20, 202500:38:55Summary readyThe first in our new B2B series, Informatica faced two daunting challenges: an outdated product perception and a formidable, progressive competitive set. We hear how they're using clarity and advocacy to build relationships with key decision makers who needed an outside voice. Thanks to LinkedIn Ads for supporting this new series.
SummaryTom Roach and Sarah Newman on APG's AI Initiative
Jan 12, 202500:43:45Summary readyWhat will the role of Ai become in the practice of strategy? From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness (MAE) program for supporting our show.
SummaryWhat happens when Disney and adam&eveDDB get together?
Jan 5, 202500:32:37Summary readyThe ask was to improve upon an existing Disney concept, but that's not where things ended. We hear about how these two legendary houses of storytelling got together to create "The Boy and the Octopus." Thanks to Adam&EveDDB Strategy Director, Catherine Willoughby for sharing the journey. And to Tracksuit and the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.
Summary2024 Media Highlights with Michael Beach
Dec 27, 202400:57:06Summary readyWe hear how the 2024 election exposed the challenge of reaching consumers, how linear TV has turned into simply Football With a Side of News. About how Netflix is the alpha dog for convergent TV. How TVOS wars are now a main event. And how sports moving to streaming will devastate linear. Thanks to Tracksuit (The Affordable Brand Tracking Solution) and The Master of Advertising Effectiveness Program (MAE.academy) for supporting this episode.
SummaryLive from Chicago: The Holiday Ads Special
Dec 16, 202401:13:43Summary readyThe Chicago ad community came together for this fun Holiday Ads Special. A sold out crowd watched Christmas ads, laughed, cried and applauded. We guessed how they rated with consumers and then heard the reality. Oops! Thanks to our panelists Joe Nio, CSO at HighDive, Samantha Cescau, Head of Strategy at Leo Burnett, Chad Broude, CCO of Highdive and Andrew Tindall, SVP Partnerships at System1. Thanks also to our live tour sponsors, WARC, Tracksuit and The Effies. And to Highdive for hosting. Happy Holidays and Merry Christmas to everyone.
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