On Strategy Showcase - Fergus O’Carroll

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Chris Beresford Hill shares the truth behind Michael Cera for CeraVe

lundi 10 novembre 2025 • Durée 53:47

An encore airing of this multiple Gold Effie winner. Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he led while at Ogilvy. Frustrated by how it was being told, he shares the reality.

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How Persil followed women into sports

dimanche 2 novembre 2025 • Durée 39:06

Unilever CMO, Tati Lindenberg and MullenLowe's Rachel Stets join me to share how Unilever's detergent brand in the UK, in an effort to reclaim its product performance strengths, partnered with Arsenal women's soccer for the "Every Stain Should Be Part of the Game" initiative. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this episode.

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Behind the scenes of Athletic Brewing's alcohol-free brand play

dimanche 7 septembre 2025 • Durée 40:10

"Fit for all Times" is the brand's platform. CMO Andrew Katz joins me to talk about how a specialist brewer is trying to outperform the generalists, like Heineken, in the alcohol-free (AF) beer space. Thanks to Tracksuit (the affordable brand tracking solution) for making this episode possible.

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The Streaming Landscape in 2024 and beyond

lundi 26 février 2024 • Durée 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.

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Ep#1 Start-Ups, Scale-Ups and Grown-Ups

mardi 20 février 2024 • Durée 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 for sponsoring this three episode series. Info at gotracksuit.com.

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How MINI's strength created a challenge

samedi 3 février 2024 • Durée 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.

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The Consequences of Change with Ed Cotton and Steve Walls

dimanche 28 janvier 2024 • Durée 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.

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Ep#3 Connections Role in Effectiveness

lundi 22 janvier 2024 • Durée 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.

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The story behind Tubi and Mischief’s "Find Your Rabbit Hole"

lundi 15 janvier 2024 • Durée 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.

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Ep#2 Connections Role in Effectiveness

lundi 8 janvier 2024 • Durée 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.

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