On Strategy Showcase

In 2014, oven chip brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for long-term growth, the nine year journey reduced price elasticity by 47%, raised base sales by 44% and delivered £26 million of net profit. We talk with Mark Hodge of McCain Foods and Roisin Mulroney of adam&eveDDB. Thanks to Tracksuit and the Master of Advertising Effectiveness Program (MAE) for sponsoring this effectiveness episode.

Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024. We're joined by BBDO's Worldwide CCO, Chris Beresford-Hill, W+K NY's Co-CCO, Marques Gartrell, Founder and CEO of Fundamentalco, Jonny Bauer and W+K NY's CSO, Laura Rowan. Thanks to our brilliant Live Tour sponsors: Effie Worldwide, WARC and Tracksuit.

Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joined by Flavia Simoes of Cheetos and Jacob Sperla of Goodby Silverstein & Partners.  Thanks to Effie Worldwide and the Master of Advertising Effectiveness (MAE) program for their commitment to effective work and to our show.

While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is. A B2B Effie award-winner, hear why the client's goal was to do award-winning work. Thanks to the Effies for supporting our show. See the creative work on our website and connect with our guests.

Built on the observation that after child birth most moms are starving and many crave Burger King, BK launched Bundles of Joy. Controversial to some, liberating to others, the idea caught fire in the media. We talk with Burger King's UK CMO, Katie Evans and BBH London's Head of Strategy, Saskia Jones. Thanks to Jira and Tracksuit for supporting our show.

We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don’t. About the opportunity that exists in the “unloved surface areas of brands.” And about the people who professionally inspired each of these three great talents. This episode was recorded in front of a live audience at Uncommon’s offices in London. Thanks to Tracksuit, WARC and Effie for sponsoring our live tour series.

A masterclass in demonstrating the creative effectiveness of a medium or message. A Titanium Winner at Cannes and sure to be multiple Effie winner this year. We're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid. Thanks to both Jira and Tracksuit for sponsoring this episode.

Inspired by Carlsberg and KFC, Pot Noodle designed a response to a product fail that lifted both the brand and the relaunched product to unexpected levels. By embracing its failure and using honesty as entertainment in a social only campaign, the brand extension was saved. Thanks to the Effie's for sponsoring this series. More at effie-org.

An APG Gold winner in 2015, Richard Huntington, CSO at Saatchi, London shares the strategy that delivered six years of consistent growth. And the nervous CEO who tried to kill it. See the work on our website. Thanks to JIRA and The Master of Advertising Effectiveness for sponsoring this episode.