On Strategy Showcase 8/10/22 On Strategy Showcase 8/10/22

7-Eleven on rebuilding when the idea of convenience has changed

How the convenience store used distinctive brand assets to reframe itself.

On Strategy Showcase 8/3/22 On Strategy Showcase 8/3/22

Uncle Ben’s masterclass in renaming and D&I strategy

The name change was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking.

On Strategy Showcase 7/28/22 On Strategy Showcase 7/28/22

How to turn a brand perceived as cheap into one considered awesome

ColensoBBDO and Skinny Mobile share the strategy that allowed a former youth brand to enter the mass market

On Strategy Showcase 7/20/22 On Strategy Showcase 7/20/22

Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”

After decades of “Choosy Moms Choose JiF,” how could a brand mom served you as a kid now be the brand you choose for yourself?

On Strategy Showcase 7/12/22 On Strategy Showcase 7/12/22

The New York Times' Truth Campaign with Droga5, New York

The NYT's principle of "seeking the truth no matter where it may lead" was ridiculed by the political right. Their attempts to undermine independent journalism resulted, in part, in The Truth campaign.

Fergus O'Carroll 7/6/22 Fergus O'Carroll 7/6/22

Standard Life's award-winning End-of-Career Counselor campaign from Publicis, Dublin

With financial advisors resisting recommending the brand, this is how an inventive idea reframed its value. A great B2B2C case.

On Strategy Showcase 6/28/22 On Strategy Showcase 6/28/22

Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago

How Sacha Baron Cohen's team and Leo Burnett made a National Rifle Association President undermine his own organization.

On Strategy Showcase 6/23/22 On Strategy Showcase 6/23/22

How Michelob Ultra’s “Social Athlete” strategy reframed the lite beer category

While subsequent work from W+K has built on "It's only worth it if you can enjoy it," this is the back story.

On Strategy Showcase 6/9/22 On Strategy Showcase 6/9/22

VW and its “Drivers of Change” with Mary Bakarich of Johannes Leonardo, NY

From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.

On Strategy Showcase 6/8/22 On Strategy Showcase 6/8/22

Marmite Gene Project with Martin Beverley and Will Grundy of Adam & Eve DDB

The story behind the revival of the “You’ll either love it or hate it” slogan.

On Strategy Showcase 6/2/22 On Strategy Showcase 6/2/22

Amazon Prime Video “Great Shows” with Tim Whirledge, while at Droga5, London

Hear about the category insight that fueled the success of the “Great Shows” campaign.

Fergus O'Carroll 5/25/22 Fergus O'Carroll 5/25/22

The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO

Jon Lombardo shares concepts that can help your CFO better support your case for effective investment.

Fergus O'Carroll 5/17/22 Fergus O'Carroll 5/17/22

The inspiration behind Ladder's "Life insurance so good they're gonna want you dead"

Ladder’s totally unexpected campaign in an otherwise uptight, traditional category.

Fergus O'Carroll 5/11/22 Fergus O'Carroll 5/11/22

How TBWA/Chiat/Day used “Disruption” to refresh the Nissan brand

In 2019, Nissan started a journey that would lead to its first ever brand campaign in the U.S. This is the strategy story.

On Strategy Showcase 5/2/22 On Strategy Showcase 5/2/22

Ian Leslie makes a compelling case for harnessing biased thinking in strategy

Ian explains that we lose the benefits of diverse thinking because of our inability to disagree well.

On Strategy Showcase 4/20/22 On Strategy Showcase 4/20/22

Orlando Wood on why creative work has been losing its effectiveness

Orlando builds on the work of Romaniuk, Binet, Field, Sharp and others with research on how to better ensure we produce work that works.

On Strategy Showcase 4/12/22 On Strategy Showcase 4/12/22

How the hilarious "We do things Proper" moved Yorkshire Tea from fifth to first

The creative and strategic platform that reignited consumer interest in a deeply entrenched category.

On Strategy Showcase 4/5/22 On Strategy Showcase 4/5/22

Rethinking McDonald's in the U.K. with Thomas O'Neill and Tom Sussman

The story of growth following a crisis for the McDonald's brand. A recovery that put operations, humility and relatability at the center of everything.

On Strategy Showcase 3/14/22 On Strategy Showcase 3/14/22

W+K's Martin Weigel on our industry’s unhealthy fetish with “insight” and other pitfalls to avoid

We talk about a bunch of topics including how labels are used as proxies for true knowledge and whether we can ever know enough to really know.

On Strategy Showcase 3/2/22 On Strategy Showcase 3/2/22

How McDonald's NZ restaged an iconic song to support national unity

A Gold WARC award for effectiveness winner, we hear how, after a series of hate crime attacks, McD’s used an update of their iconic Kiwiburger song to drive an important cultural conversation.

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