I migliori System1 podcast (2024)

1
Turning bar codes into cookies with OREO "Codes" 30:31

7h ago30:31

30:31

Milk's favorite cookie, losing share, finds new ways to bring shoppers across aisles. In this 2024 Gold Effie Award-winning initiative, Mondelez's Anne Martin and VML's Christina Ryan share the story behind OREO Codes, the idea that turns bar codes into cookie stacks... and savings. Thanks to the Effies for supporting our show and this new 2024 awa…

1
Classics Episode: Dixons on hijacking your competitor's strengths 38:29

3d ago38:29

38:29

Dixons overcame its significant weaknesses by hijacking its competitors strengths. A brilliant APG Grand Prix award winner from 2011, its irreverent tone made it feel like the brand was on the side of the consumer, not just selling to them. Thanks to our friends at Jira (the project management platform) for sponsoring this episode. More at jira.com…

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Why Matthew McConaughey's helping Salesforce reposition 31:59

10d ago31:59

31:59

We're joined by Kim Baffi and Darren Brady-Harris to talk about the in-house Matthew McConaughey campaign designed to position Salesforce as the only trustworthy B2B Generative AI provider. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible. More at gotracksuit.com…

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How "Purpose" can lead to bad marketing, with Nick Asbury 39:34

18d ago39:34

39:34

In his new book, The Road to Hell, Nick talks about the myth of "Purpose" being a market-driven phenomenon and the contagion he feels truly drove its growth. A fascinating conversation. Thanks to the Master of Advertising Effectiveness (MAE) program for supporting our show. Learn more at mae.academy.…

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Classics Episode: Kit Kat on giving yourself a break 25:52

25d ago25:52

25:52

Kit Kat debated whether to update its “Have a break” platform or to abandon it. This APG Grand Prix winning campaign from 2003 is about the peril of becoming so ubiquitous that you’re no longer noticed. About all the brand signals looking strong, while profitability was in decline. Fern Miller, the planner on the account at then JWT, shares the jou…

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Nike & the culture of W+K with CSO, Andy Lindblade 1:01:42

1M ago1:01:42

1:01:42

Originally recorded in May 2020, this is a wonderfully refreshing and inspiring conversation about strategy and Wieden's approach to it. We hear about the importance of breaking institutional practices as a way to unearth opportunity hidden by "scar tissue." About the history of what defines Nike over time and the brand truth in everything it under…

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Classics Episode: The Economist's "white on red" campaign 36:48

1M ago36:48

36:48

The original strategist on The Economist, Laura Marks, CBE shares the unlocks that shaped its decades-long campaign. A Gold Award winner from 1993, it's part of our Classics series with APG London, and is timeless in its lessons for marketers. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this series.…

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Inside audible’s "There's more to imagine when you listen." 27:38

2M ago27:38

27:38

Fold7's CSO, Yelena Gaufman shares the journey they've taken with audible resulting in this first global campaign. See all the creative work on our website. And thanks to the Master of Advertising Effectiveness Program (MAE.academy) for supporting our show. We love those guys.Di On Strategy Showcase

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How Mischief and CMO, George Felix are refreshing Chili's 50:35

2M ago50:35

50:35

George was the marketer behind Old Spice, KFC and Tinder. He's now at Chili's Grill & Bar working again with Mischief to reframe the 50 year old brand. We're joined by Mischief CSO, Jeff McCrory. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show. Learn more at gotracksuit.com.…

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The Pre-Test Practitioners: Jon Evans, System1 & Pedr Howard, IPSOS 55:20

2M ago55:20

55:20

Today it's voices of the research industry on why they feel pre-testing is useful. Some strong, supportive points are made and some glaring gaps are identified. I hope the conversation is helpful for those considering what's right for their campaigns. My advice? Ask granular questions and experience the process first-hand. Thanks to Jon and Pedr fo…

1
CFO/CMO Series Ep#3, S&P Global 32:44

2M ago32:44

32:44

The last episode in this series focuses on B2B. We talk with S&P Global's CFO, Grace Lee and CMO, Alice Cherry. In B2B, there’s a harsher reality for marketers. The conversations are more practical. There’s a tendency toward the short term, and a perceived difficulty in tracking KPIs and attribution evidence, which makes it FEEL more difficult to m…

1
Voices of Irish marketing live from Dublin 54:42

2M ago54:42

54:42

We kick-off our 2024 "Live from..." tour in Dublin. We discuss how a country with such incredible achievements in the arts is finding its confidence in marketing. Check out Irish agency work on this episode's page on our site. Grainne Wafer of Diageo, Karen Martin of BBH, Rory Hamilton of Boys & Girls, Michelle Spillane of Paddy Powers and Patrick …

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Meet the brand-side architects of effectiveness 37:00

3M ago37:00

37:00

In Ep#3 of our 2024 Effectiveness Series, we talk with Jorge Ruiz, Global Head of Marketing Sciences at TikTok and Sorin Patilinet, Sr. Dir. Global Marketing Effectiveness at MARS. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.Di On Strategy Showcase

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How AXE deodorant rediscovered its sweet spot 40:31

3M ago40:31

40:31

In its latest campaign from LOLA MullenLowe, AXE may have once again found its sweet spot with young men. We talk about it with Caroline Gregory, Global Brand Director at Unilever and Federico Duberti, Global Business Leader at IPG. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) and the Master of Advertising Effectiv…

1
Magnum Ice Cream on creating new use occasions 34:46

3M ago34:46

34:46

If your product has a level of seasonality or occasion, then this is an episode for you. In the winter months, ice cream sales drop by up to 50% in the UK. But there are markets with harsh winters where sales don’t drop at all. So it’s not simply an issue of climate, but of behavior. We hear about what influences that behavior and the role of menta…

1
Les Binet and Sarah Carter on what's next in effectiveness 58:21

3M ago58:21

58:21

In Ep#2 of our 2024 Effectiveness Series, we talk with Les Binet and Sarah Carter about what's next in effectiveness and about the landscape of pre-testing. Thanks to GALE (the business agency) for sponsoring this series. Learn more at GALE.agency.Di On Strategy Showcase

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Hendrick's Gin: the launch that ignored the norms 37:25

4M ago37:25

37:25

Hendrick’s created the super premium category in gin. It has built many distinctive brand assets: among them its visual identity, which harkens back to the Victorian era, even though the product was first created in 2000. Muiris O Riada, Global Brand Director joins us from Dublin.Di Hendrick's Gin

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Ryanair’s controversial social strategy explained 44:08

4M ago44:08

44:08

For the Irish airline, it was not a deliberate attempt at being disrespectful to passengers. There was a strategic imperative behind it all and we hear about it today from Michael Corcoran, former Head of Social Strategy at the ultra low cost airline. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring. Learn more at MAE.…

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Brand Leadership Ep#2: MGM Resorts and Chili's 45:51

4M ago45:51

45:51

Sarah Moore, SVP Brand Marketing at MGM Resorts International and George Felix, CMO of Chili’s Grill & Bar, join me for a conversation about breathing new life into brands and about the opportunity of defining a consumer-facing role for your corporate brand. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for spon…

1
The story behind Hilton Hotels “It matters where you stay" 38:26

4M ago38:26

38:26

I'm joined by James Sowden, CSO at TBWA/Chiat/Day NY and Dan Reynolds, Global SVP at Hilton to chat about the latest campaign for their portfolio of properties. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode. Learn more at MAE.academy.Di On Strategy Showcase

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Adam Morgan on the cost of dull advertising 44:04

4M ago44:04

44:04

To kick off this year's effectiveness series, we talk with Adam Morgan of eatbigfish about his latest work with Peter Field on the cost to brands of producing dull advertising. We talk about what makes dull dull and how we can make it more effective, for less. Thanks to GALE (the business agency for companies that want to drive growth) for sponsori…

1
Pepsi's New Global Brand Platform with CMO, Mark Kirkham 33:10

4M ago33:10

33:10

Mark talks us through the formation of Thirsty for More, what it means and its strategic role in the global business. Thanks to the Master of Advertising Effectiveness program for sponsoring this episode. More at www.mae.academy.Di On Strategy Showcase

1
CFO/CMO Series Ep#2 La-Z-Boy 42:11

4M ago42:11

42:11

We're joined by CFO Bob Lucian and CMO Christy Hoskins. This episode is a great example of what's possible when both speak each others language and genuinely believe in both the value of marketing and the necessity of responsible financial management. Thanks to Analytic Partners (The leader in commercial analytics) for sponsoring this series. More …

1
Brand Leadership Ep#1: Molson Coors, TikTok and Orangetheory Fitness 44:13

5M ago44:13

44:13

We hear from CMO, Sofia Colluci about the impact of Molson Coors’ recently completed review of its marketing effectiveness principles, from Sofia Hernandez, Global Head of Business Marketing about TikTok’s distinct creative needs as an entertainment platform, and from David Chriswick, SVP Brand at Orangetheory about the challenges of standing out i…

1
Uber Eats and the evolution of the brand 47:29

5M ago47:29

47:29

We're joined by Danielle Hawley, Head of Global Brand for Uber and Celia Garforth, Head of Strategy at the Special Group. We talk about the new work and the unlock that drove its original creation. Thanks to the Master of Advertising Effectiveness program (MAE) for sponsoring this episode. More at MAE.academy.…

1
CFO/CMO Series Ep#1 Heineken 1:06:27

5M ago1:06:27

1:06:27

Jonnie Cahill, CMO and Timothy Bodart CFO, of Heineken USA join me to talk about why their relationship works, how they got there, and advice they have for others. This series is sponsored by Analytic Partners (the leader in commercial analytics.) Learn more at www.analyticpartners.com/onstrategyDi CFO/CMO Series

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Ep#3 Start-Ups, Scale-Ups and Grown-Ups 50:31

5M ago50:31

50:31

In this last episode in the series, we focus on mature brands (grown-ups) and how they manage for growth and shifts in their competitive landscape. We're joined by Smirnoff Vodka's Global SVP, Stephanie Jacoby, Domino's Pizza's SVP, Chief Brand Officer, Kate Trumbull, and Land O'Lakes SVP and CMO, Heather Malenshek. Thanks to Tracksuit (the afforda…

1
"He Gets Us" is one of the most provocative campaigns in decades 40:20

5M ago40:20

40:20

"How did the world's greatest love story become known as a hate group?" That was the question the client posed. We've seen the Super Bowl spots. It's a strikingly honest $100m campaign designed to bring skeptics back to Jesus. It's had over 3 billion video views with 73% aided awareness in the U.S. I talk with the organization's CEO, Ken Calwell.…

1
YETI's "Gear Built for the Wild" with CMO, Paulie Dery 47:59

6M ago47:59

47:59

With $1.65 billion in revenue in 2023, YETI has built its business by allowing people to get out into the wild. But YETI’s wild is not the wild of extreme sports and caffeine-fueled energy. It’s a more quiet, reflective wild. An almost spiritual wild. And it's all done in-house. Thanks to the Master of Advertising Effectiveness (MAE) program for sp…

1
Dave's Killer Bread is a billion dollar business and expanding beyond the bread aisle 26:23

6M ago26:23

26:23

With a brand platform of "Breaking the Rules for Good," Dave's could have gone purpose-first with its founder's backstory of incarceration. But now that Dave is no longer part of the business, a shift is occurring. Thanks to Tracksuit (affordable brand tracking for modern-day brands) for sponsoring this episode.…

1
From knowledge to understanding with Prof. Gina Fong of Northwestern 32:31

6M ago32:31

32:31

Gina teaches ethnography to MBA students at Northwestern's Kellogg School of Management. We talk about the importance of adding understanding to knowledge in business and life. Thanks to the Master of Advertising Effectiveness (MAE) program for supporting our show.Di Fergus O’Carroll

1
Ep#2 Start-Ups, Scale-Ups and Grown-Ups 46:23

6M ago46:23

46:23

Scale-Ups Liquid Death and Canva join us. One has been brand-first from the beginning, the other later using brand to expand into new audiences. While they come from different categories, they’ve a shared belief: an emphasis on earned and shared versus paid. And both create their campaigns internally. Thanks to Tracksuit (affordable brand tracking …

1
The Streaming Landscape in 2024 and beyond 42:55

6M ago42:55

42:55

A fantastic conversation this week. So much is changing in terms of streaming consolidation, content, branding and pricing. I'm joined by Michael Beach, CEO of Cross Screen Media in Washington DC. to discuss what exists today and what lies ahead. Thank to the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.…

1
Ep#1 Start-Ups, Scale-Ups and Grown-Ups 41:02

7M ago41:02

41:02

Start-Ups are the focus of this first episode. We discuss the degree to which marketing and brand are factors in creating growth at this early stage. And about the importance of partnerships and product/market fit. Guests are Kathryn Winokur of Hally Hair, Imme Ermgassen of Botivo drinks and Jessica Klimczak, formerly of Entain. Thanks to Tracksuit…

1
How MINI's strength created a challenge 39:28

7M ago39:28

39:28

Being synonymous with small resulted in newer, larger models being overlooked. We talk with Jonny Ewles of Media.Monks, London about the UK's APG award winning campaign for the MINI Clubman.Di Fergus O’Carroll

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The Consequences of Change with Ed Cotton and Steve Walls 43:29

7M ago43:29

43:29

Steve and Ed are each unique and prolific voices in our industry. We talk about how our new realities are a stage not just for change, but for opportunity. Thanks to the Master of Advertising Effectiveness Program for sponsoring.Di Fergus O’Carroll

1
Ep#3 Connections Role in Effectiveness 46:15

8M ago46:15

46:15

In this final episode, we talk about Connections Planning from the media agency perspective. We're joined by Jon Gittings, International Head of Strategy at Wavemaker, LA, Eliza Kaplan , Exec. Dir. Global Strategy at OMD, NY and David Broad, Fmr. Marketing Strategy Director at Spotify. Thanks to WARC for sponsoring this three episode series.…

1
The story behind Tubi and Mischief’s "Find Your Rabbit Hole" 37:33

8M ago37:33

37:33

The streaming platform's CMO, Nicole Parlapiano and Mischief's EVP, Strategy, Ed Gunn share the story behind their famous "Find Your Rabbit Hole" campaign and where it's headed. Thanks to the Master of Advertising Effectiveness Program for sponsoring.Di Fergus O’Carroll

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Ep#2 Connections Role in Effectiveness 40:36

8M ago40:36

40:36

In Ep#2, we talk about how connections planning is earning its seat at the table. We're joined by department heads Stephanie Ehui of TBWA Chiat/Day, Los Angeles, Jonathan Daly of Johannes Leonardo, NY, Annex88's Brandon Solis. Thanks to WARC for sponsoring this three episode series.Di Fergus O’Carroll

1
Mark Ritson's Top 10 Marketing Moments of 2023 48:04

9M ago48:04

48:04

For the third year, columnist and marketing professor, Mark Ritson shares his Top 10 Marketing Moments of the year. These are marketing moments, not simply advertising moments. We talk about each and why they mattered.Di Fergus O’Carroll

1
Ep#1 Connections Role in Effectiveness 54:34

9M ago54:34

54:34

Brian Brydon, SVP, Head of Comms Strategy for Publicis, Enda Conway, Head of Connections Strategy for BBDO, NY and Ben Nilsen, Head of Media Strategy for Droga5 NY, join me for Ep#1 to talk about the importance of Connections Planning in the ever increasing canvas of marketing strategy. Thanks to WARC for sponsoring this three episode series.…

1
How delivery-on-demand can be about more than convenience 42:18

9M ago42:18

42:18

Uber Eats are the 800 lb gorilla, but may be vulnerable. Rob Campbell of ColensoBBDO and Jean Mexted of Delivereasy talk about how they've defended against the intruder and just delivered their seven millionth order.Di Fergus O’Carroll

1
A look back on Snickers' strategy with the team that shaped it 46:15

9M ago46:15

46:15

The real story behind "You're not you when you're hungry." MARS Wrigley's Chief Brand Officer, Rankin Carroll and BBDO's Global CSO on MARS and PepsiCo, James Miller share the backstory and its evolution across 15 years.Di Fergus O’Carroll

1
Mark Ritson talks about his controversial column in Marketing Week 47:28

10M ago47:28

47:28

Is America truly lagging behind the rest of the world in its understanding and application of marketing effectiveness principles? We talk about what Mark wrote in his Marketing Week column that caused quite a stir. Thanks to the Master of Advertising Effectiveness (MAE) program for sponsoring our show.…

1
The story behind the evolution of a clinical brand 29:58

10M ago29:58

29:58

A 2023 APG Gold award winner, the Replens brand shines a spotlight on the strategic importance of understanding human psychology in consumer research. We're joined by Kit Altin, Chief Strategy Officer at The Gate, London. Thanks to The Masters of Advertising Effectiveness Program for sponsoring this episode.…

1
Ep#3 Future-Proofing Your Strategy Department 48:25

10M ago48:25

48:25

Our guests are from ADWEEK top agencies, Jeff McCrory, CSO, MischiefUSA, Lee Maicon, CSO, The Community and John Doyle, EVP Brand Strategy at Colle McVoy. We talk about whether strategy is adding value when so much is so unimpressive and about the need for the U.S. to establish universal effectiveness principles. Thanks to Tracksuit and WARC for sp…

1
The story behind Discover's "Especially for Everyone" 36:58

10M ago36:58

36:58

From “It Pays to Discover” to “Especially for Everyone,” Discover is banking on the democratization of specialness to attract a new set of customers. CSO, Jen Costello and Group Brand Strategy Director, Steph Berenson join me from TBWA/Chiat/Day Los Angeles.Di Fergus O’Carroll

1
Ep#2 Future-Proofing Your Strategy Department 49:00

11M ago49:00

49:00

Our guests are Dan Hill, Global CSO, Wieden+Kennedy, Melle Hock, U.S. CSO, Edelman and Kim Einan, Global CSO for Starcom. We talk about the importance of truth and the dangers of strategy becoming too “distinct” a department. Thanks to WARC and Tracksuit for sponsoring this three episode series.Di Fergus O’Carroll

1
The stories behind Bailey's, Ciroc and Tanqueray from the man who created them 51:34

11M ago51:34

51:34

David Gluckman has written a book about his years developing products and ideas for Diageo/IDV. Dozens of origin stories are in his book "That Shit Will Never Sell." He's a terrific story teller. He shares a few of them in this week's episode.Di Fergus O’Carroll

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Ep#1 Future-Proofing Your Strategy Department 1:03:39

11M ago1:03:39

1:03:39

Our guests are Tom Morton, Global CSO, R/GA, Bonnie Wan, Partner, Head of Brand Strategy at Goodby, and John Gibson, Managing Director and Head of Strategy at The Martin Agency. We talk fast v.s deep planning, the shape of new strategy, living with constant change and shape shifting for the next generation. Thanks to WARC and Tracksuit for sponsori…

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