Procell's B2B reframe: from price to buy to cost to replace
Taking a premium-priced, low awareness brand into a low consideration category needed a reframe.
The story behind Tinder's "It Starts with a Swipe."
Reframing its misplaced reputation as simply an app for hook-ups.
How creating doubt created opportunity for B2B brand Informatica
We hear how an advocacy strategy is building relationships with decision makers who need an outside voice.
Tom Roach and Sarah Newman on APG's AI Initiative
What will the role of Ai be in the practice of strategy?
What happens when Disney and adam&eveDDB get together?
The ask was to improve upon an existing Disney concept, but that's not where things ended.
2024 Media Highlights with Michael Beach
The five key media highlights that matter heading into 2025.
Holiday Ads Special live from Chicago
Our sold out live show celebrating the best holiday ads, past and present.
EP#1 Planning On The Outside (Life After Agency Life)
After years inside agencies, James, Adrian and Brent share why they left, what they were chasing and how they got there.
Live from Los Angeles: Brands & Entertainment
We hear about the role of branded entertainment in the marketing mix.
How McCain’s patient commitment to brand building paid off
The journey reduced price elasticity by 47% and raised base sales by 44%.
Live from New York: The Future of Ideas
Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024.
How Cheetos flipped a negative feature into a positive vibe
How their shift from “Families” to “Rejuvenilles” turned around the brand’s fortunes.
Workday's Rockstars campaign and its Effie-winning goal
While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is.
Burger King's buzz-building "Bundles of Joy" campaign
Controversial to some, liberating to others, the idea caught fire in media.
Live Tour from London: Martin Weigel, Lucy Jameson and Martin Beverley
We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don’t, etc.
The Effie award-winning Marina Prieto campaign from JCDecaux & DAVID
A masterclass in demonstrating the creative effectiveness of a medium or message. Tons of new stuff here.
Pot Noodle's brilliant, Effie-winning response to a failed product launch
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.
Classics episode: Harvey Keitel for Direct Line. An APG Gold winner.
Richard Huntington, CSO at Saatchi shares the strategy that delivered 6 yrs of growth. And the CEO who tried to kill it.
The truth behind the Michael Cera campaign
Frustrated by how others have mis-represented it, Chris Beresford-Hill shares his first-hand knowledge.
Rerun: How Michelob Ultra’s “Social Athlete” reframed lite beer
While subsequent work has built on "It's only worth it if you can enjoy it," this is the back story.
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