On Strategy Showcase 9/27/22 On Strategy Showcase 9/27/22

Classics Episode: 1960's VW "Think Small" campaign from DDB

How, after World War II, would you market to the American public, a strange looking, small, inexpensive foreign car associated with Hitler's Germany?

On Strategy Showcase 9/20/22 On Strategy Showcase 9/20/22

Liquid Death: the water brand that thinks like a beer

Liquid Death is an irreverent brand that contradicts almost every convention of marketing. It’s simply drinking water, but packaged differently and marketed uniquely.

On Strategy Showcase 9/14/22 On Strategy Showcase 9/14/22

James Hurman on start-ups/VCs and their dangerous skepticism of brand

In his new book, James suggests we start using the language of business & VCs to build the case for their investment in both current and future demand.

On Strategy Showcase 8/23/22 On Strategy Showcase 8/23/22

Classic's Episode: 2000's Citibank “Live Richly”

The planning story behind Fallon's win over Chiat Day and how it only happened because of two guys on a speakerphone.

On Strategy Showcase 8/17/22 On Strategy Showcase 8/17/22

Classic's Episode: 1962's AVIS "We Try Harder"

How DDB used a comment from an AVIS employee to turn a potential weakness into a strength.

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.