Explore every episode of the podcast The Brief
| Title | Pub. Date | Duration | |
|---|---|---|---|
| The Brief Ep25: Jammie Dodgers LIVE at MAD//North - Keeping a 70-year-old brand young at heart | 16 avr. 2026 | 00:18:10 | |
How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? In this special live episode of The Brief, recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand. Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how distinctive brand assets, creative consistency and a clear brand truth helped reposition Jammie Dodgers for a new generation - without losing what made people love it in the first place. This episode is a masterclass in how long-term brand thinking, emotional connection and a bit of brave creativity can help legacy brands stay young at heart. In this episode, you’ll uncover:
For more conversations on building enduring brands and effective creativity, subscribe to The Brief wherever you get your podcasts. | |||
| The Brief Ep 24: Beyond the buzz - how DioniLife is redefining the 'no & low' space | 17 févr. 2026 | 00:52:10 | |
The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture. In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss. Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup. We dive into the reality of the category today: unpacking whether the rise of ‘No and Lo’ reflects deeper lifestyle changes and cross‑generational shifts; how challenger brands can carve out space as industry titans enter the arena; and why “quality without compromise” is the only viable strategy when you're asking consumers to swap their favourite spirit for an alcohol‑free alternative. This episode offers a refreshing look at a category that’s not just booming, but here to stay. In this episode, you'll discover:
For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts. | |||
| The Brief Ep 23: The Brief Unwrapped – A Year in Review | 10 déc. 2025 | 00:15:48 | |
In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the biggest campaigns, and discover the lessons that shaped the year in marketing. Thank you for listening to The Brief in 2025. See you in 2026! | |||
| The Brief Ep 22: The power of play – achieving creative effectiveness | 25 nov. 2025 | 00:25:17 | |
What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.
We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This session is a masterclass in how playful strategies can lead to powerful, measurable success.
In this episode, you’ll discover:
For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.
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| The Brief Ep 21: Flavour raver – how Crumpton Oaks is remixing the cider category | 21 oct. 2025 | 00:53:32 | |
Forget rolling hills and apple-picking clichés, Crumpton Oaks is redefining the cider game! From the bold 2022 Straight Outta Crumpton campaign, a clever twist on N.W.A.'s iconic track, to the vibrant Happy Applecore campaign featuring an original track by DJ Hixxy, Crumpton Oaks puts nostalgia and entertainment front and centre. In this episode of The Brief, host Ellis Bird sits down with Grace Anthony, Head of Marketing at Aston Manor Cider, and Adam Bodfish, Executive Creative Director at McCann, to explore how Crumpton Oaks is shaking up the cider industry. They discuss breaking free from traditional category norms, the power of entertainment, and the critical role of strong client-agency relationships in tackling creative challenges. From psychedelic projections to rap-inspired TV ads, this episode dives deep into how Crumpton Oaks is leaving countryside conventions behind and making cider bold, fresh, and unforgettable. What’s in the episode:
Watch the ads | |||
| The Brief Ep 20: Fight the FOMU – tapping into the emotion behind B2B relationships | 08 sept. 2025 | 00:51:11 | |
We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal arbitration and missed opportunities. In this episode, we’re joined by Asli Yilmaz, Managing Counsel, at the International Chamber of Commerce (ICC), Mimi Turner, Head of Marketplace Innovation at LinkedIn, and Gideon Wilkins, EVP Commercial Intelligence at Truth Central, to discuss the uncomfortable truth about emotion in B2B relationships and the key opportunities and challenges for marketers. We’ll dive into the eye-opening research by ICC, JusConnect and McCann, as well as LinkedIn’s findings on buyability. What we cover in the episode
The research Learn more about the ICC and McCann's research here. Learn more about LinkedIn's research here. About the speakers Asli Yilmaz is Managing Counsel at the ICC InternationalCourt of Arbitration, where she oversees the work of 13 case management teams, including five overseas offices. In this role, she is part of the leadership team leading strategic operations, resolves high-level procedural and institutional issues, and helps shape the ICC’s global approach to arbitration. Before taking on this leadership position, Asli served asCounsel for the Eastern Mediterranean and Middle East team at the ICC Secretariat, managing hundreds of arbitration cases and reviewing arbitral awards across a wide range of industries and jurisdictions. Her legal career prior to the ICC spans international law firms in Istanbul, Paris, and New York in the disputes sector. She holds a law degree from the University of Warwick and an LL.M. from the London School of Economics. Asli is admitted to practice in both Istanbul and New York, and works in English, Turkish, German, and French. Mimi Turner is a brand-builder and strategist with a track record of delivering transformational outcomes in media, marketing and politics. She joined LinkedIn as Head of EMEA and Lat Am of LinkedIn’s marketing strategy think-tank, The B2B Institute, in August 2021 and in 2024became head of Marketplace Innovation for LinkedIn. She has led IP creation on marketing and advertising including on the Harvard Business Review featured research The Right Way To Build Your Brand. Previously, she was Director of Strategy, Messaging and Research at the Liberal Democrats, the first Marketing Director of The LAD Bible Group, and Marketing Director of The Health Lottery. Mimi was special advisor to The Cairncross Review, the government inquiry into the future of high-quality journalism. She began her career as a science journalist with the Sunday Times and the Times newspapers. Gideon Wilkins is EVP of Commercial Intelligence at McCann Truth Central, McCann Worldgroup’s global intelligence unit. He leads research on B2B audiences, brands and thought leadership that help businesses connect insight to impact. Gideon has worked across global B2B and B2C projects with a focus on the emotional and cultural forces that shape decision-making. | |||
| The Brief Ep 19: Coral Care – the story behind the world’s first reef nourishing sunscreen | 28 mai 2025 | 00:37:17 | |
An estimated 14,000 tons of sunscreen end up in the world’s oceans every year, and as many as 80% of ordinary sunscreens contain chemicals that contribute to coral bleaching and dying reefs. But what if there was a sunscreen and a certification that would help coral instead of harming it? In this episode, we unpack the story behind an incredibly ambitious project to not only create the world’s first coral-nourishing sunscreen but launch a new sunscreen certification that encourages other manufacturers to protect coral from toxic chemicals. What started with an idea four years ago has now turned into a Cannes Lions winning project with over 30 partners around the world. Join the team behind the project and discover the story behind Coral Care. What we cover in the episode
Learn more about Coral Care here and RPF here. About the speakers Jon Elsom is Group Executive Creative Director at McCann. Jon has spent nearly 30 years in the communications business, creating effective and award-winning campaigns for clients in all sectors such as Qatar Airways, Mastercard and Vauxhall. For Jon it's all about creating outstanding work that cuts through and transforms clients' brands. Alex Smith is Senior Copywriter at McCann, and one half of the ‘Britzilian’ creative duo with Fred Corazza. Alex and Fred are the team behind Coral Care and are always looking to push boundaries with their work. The duo try to tell real stories that connect with people around the world. Sophie Churchill is Business Director at McCann. She is experienced in delivering impactful, multi-channel campaigns across diverse industries - including FMCG, tourism & travel, healthcare & beauty, domestic appliances and consumer electronics. She is passionate about long term brand building, delivering work that has meaning, built on insights and human truths. Coral Care is a passion project that sits perfectly within Sophie's values. | |||
| The Brief Ep 18: Escape mode – tapping into the $9.7 trillion escape economy | 23 avr. 2025 | 00:43:44 | |
Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that brands, both in traditional ‘escape’ industries such as travel and gaming and non-tradition industries like banking, can tap into and foster brand loyalty. In this episode, we dive into ‘The Truth About Escapism’, a fascinating study from McCann Truth Central. Guests Jess Francis, Research Director at Truth Central, and Joe Stevens, Managing Partner of Strategy at McCann, discuss the what, why, and the opportunities of escapism with Ellis Bird. What we cover in the episode
Learn more about The Truth About Escapism study here. About the speakers Jess Francis is a Research Director at McCann Truth Central, where she develops global interdisciplinary research studies, such as the Truth About Escapism and the Truth About Work. She is an expert in mixed research methods, data visualisation and storytelling, with deep categorical expertise in youth culture, sustainability, and emerging technologies. Prior to a career in advertising, she worked in the social impact and non-profit sector, from democratizing access to tech-education in Iraq and Turkey to helping raise over $3 million USD for Choose Love. A Brit-Filipina raised on a boat in Hong Kong, she’s a conduit for multi-cultural thinking and outside of work, is a hobbyist potter and sourdough baker. Joe Stevens is Managing Partner, Strategy, at McCann. As an experienced planner with a track record of integrated, digital, social and creative strategies, Joe has worked on leading brands across a range of industries. He's particularly interested in developing strategies that help to anchor brands in cultural, consumer and channel truths across markets and categories. | |||
| The Brief Ep 17: Compound creativity – the power of consistency with System1 | 22 janv. 2025 | 01:01:08 | |
As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA shows that consistency is key when it comes to effective advertising. As we enter a new age of effectiveness, it’s never been more important to understand the impact and benefits of compound creativity, and the risks and costs of inconsistent creative and short-term agency relationships. In this episode, Ellis Bird is joined by Andrew Tindall, SVP Global Partnerships at System1, and Jamie Peate, Global Head of Effectiveness and Retail at McCann Worldgroup, to uncover the real impact of consistency and the risks (and cost) of inconsistent creative and short ad lifespans. They will explore the latest research and share real examples of some of the most impactful and consistent work. What we cover in the episode
Read more about System1’s research on Compound Creativity with the IPA here. About the speakers Andrew Tindall is SVP Global Partnerships at System1. He champions modern marketing effectiveness in a no-bullshit, practical way. Responsible for System1’s thought leadership and global agency partnerships, he combines data with System1’s ad database to create publications exploring emotion and creativity’s role in effectiveness across the media mix. Ex-Diageo and Bacardi, he loves an IRL chat at the bar but also frequently stirs debate on LinkedIn and is a columnist for The Drum. Jamie Peate, Global Head of Effectiveness and Retail at McCann, has helped to drive a culture at local, regional and global levels that holds creativity and effectiveness central to all of the agency’s output. His strategic approach to the Aldi account exemplifies his approach – long running campaigns such as Like Brands and Kevin the Carrot have reaped benefits for the client and helped redefine the grocery sector. | |||
| The Brief: 2024 in review | 17 déc. 2024 | 00:11:45 | |
In this special year-end episode of The Brief, host Ellis Bird looks back on some of her favourite moments from the podcast in 2024. Reflecting on the most impactful discussions and interviews, Ellis revisits key topics that shaped the world of marketing and advertising this year. From groundbreaking campaigns to emerging trends and industry insights, this episode offers a comprehensive recap of the highlights that defined the series. We’ll be back in 2025 for more insightful conversations on the biggest challenges and opportunities facing marketers. | |||
| The Brief Ep16: Ignite success - how to build a culture of effectiveness | 28 nov. 2024 | 00:50:08 | |
‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effectiveness? For this episode, we’re joined by Nick Milne, Chief Effectiveness Officer at The Ignition Room, and Ringo Moss, Chief Strategy Officer at McCann, to discuss the what, why and how, of building a culture of true effectiveness. What we cover in the episode
About the speakers Nick Milne is Founder of and Chief Effectiveness Officerat The Ignition Room and Go Ignite. Before founding The Ignition Room and Go Ignite, Nick gained his effectiveness experience at Samsung, where he had responsibility for customer and marketing analytics across Europe, and at O2, where he set up the Marketing Effectiveness function. Nick has also been a member of the IPA Effectiveness Leadership Group since 2016. The Ignition Room is a marketing community designed to help marketers learn how to build a strong effectiveness culture by building a network of like-minded agency and brand side marketers, and by sharing challenges and experience to help overcome particular effectiveness challenges. Go Ignite is the consulting arm where the team work directly with brands and agencies to design and embed effectiveness approaches, tools and solutions into ways of working. Ringo Moss is Chief Strategy Officer at McCann. Heis a hugely experienced strategic marketing professional with a proven background in shaping and executing award-winning brand & comms strategies. With diverse experience spanning a wide range of communications roles, categories, and global clients, Ringo focusses on empirical marketing science to deliver effective communications and believes in the power of creativity to create unfair commercial advantage whether in B2B or B2C. | |||
| The Brief Ep15: Copilot wrote this title - AI-powered search unleashed with Microsoft | 31 oct. 2024 | 00:52:01 | |
AI is one of the fastest evolving technological advancements, and its impact is being felt across multiple touchpoints, including search. Both frontend and backend, AI is changing the game when it comes to SEO and PPC, but what are the big challenges and opportunities? In this episode, we’re joined by Tracey Pilon, Commercial Director at Microsoft, and McCann Media’s Katherine Ray, Business Director and Tom Williams, Senior SEO Director, to break through the jargon and uncover the current state of AI in search, what it means for marketers and brands, and what the future of search might look like. What we cover in the episode
About the speakers Tracey Pilon is Commercial Director at Microsoft. With over 18 years of experience with one of the world leaders in technology, Tracey is an experienced leader in the digital industry. Katherine Ray is Business Director at McCann Media. Kat has significant experience in Paid Search across a range of industries. Tom Williams is Senior SEO Director at McCann Media. Tom is a passionate SEO Specialist with more than 13 years of experience, both agency side and in house. | |||
| The Brief Ep 14: Beyond the millennial - expanding audiences and building trust with Ruggable | 02 oct. 2024 | 00:43:41 | |
In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels all whilst building trust. Expanding your audience can feel like a challenge at the best of times, but as a relatively young brand operating on a global scale, there’s a lot to navigate. For this episode, Ellis Bird is joined by Charlotte Ford, European Senior Marketing Director at Ruggable, and Sarah Warewinter, Managing Partner, Strategy, at McCann Bristol. During the conversation, they discuss the journey to expanding audiences, the importance of data, finding the right channels, and getting internal buy-in. What we cover in the episode
About the speakers Charlotte Ford is European Senior Marketing Director atRuggable. With extensive experience across some of the biggest consumer brands including Heycar, Treatwell and Amazon, Charlotte is a specialist in brand and customer engagement. Passionate about brand building and solvingcomplicated strategic challenges, she joined Ruggable in early 2024 and has since led the way on growing audiences and channels.
Sarah Warewinter is Managing Partner, Strategy, at McCann Bristol. With a traditional planning background, Sarah is well versed in customer insight, research, brand management, creative and business strategy; and believes that brands need to be built on strong strategic foundations to develop amazing creative marketing. Her experience is channel agnostic, and she is passionate about making sure that brands use all available resources in the right way to connect with their customers. | |||
| The Brief Ep 13: Note to self – how the Electoral Commission changed the nation’s behaviour | 21 août 2024 | 00:50:38 | |
In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find a way to clearly communicate the new ID requirements to the nation across a vast array of demographics, without impacting the public’s motivation to vote. The solution? Giant sticky notes. For this episode, we’re joined by Susan Crown, Flick Duncan, and Kayley Almond to uncover the challenges the new law presented, the story behind the campaign, how they shifted behaviours, how they got the first ad out within 24 hours of the General Election being announced, and the incredible results the campaign has generated. What we cover in this episode
Watch the ads Voter ID: https://www.youtube.com/watch?v=WDU6_ZW-mRw Voter registration: https://www.youtube.com/watch?v=HHb8lrjRPIY About the speakers Susan Crown is Head of Campaigns and Corporate Identity at The Electoral Commission and is passionate about encouraging participation in democracy. An expert in marketing, press, strategic, internal, and corporate communications, Susan as extensive experience in developing behavioural change campaigns. Flick Duncan is Managing Partner at McCann, leading on some of the biggest household names. With a belief in building trusted, open and collaborative partnerships, she is dedicated to achieving ambitious, world-first creativity and growing industry-leading client servicing teams. Kayley Almond is a seasoned Strategy Director at McCann, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people. | |||
| The Brief Ep 12: Creating connections – how CrossCountry is bringing the human touch to rail | 11 juil. 2024 | 00:49:07 | |
Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most extensive train network got to work building a new brand platform and launching an emotional film. But what have they learnt from it, what was the impact, and what’s next for CrossCountry? For this episode, we’re joined by Colette Casey, Customer and Commercial Director, and David Mullins, Head of Brand Communications and Digital Strategy at CrossCountry, along with Vince McSweeney, Chief Creative Officer, and Haydn Russell, Associate Director at McCann. What we cover in this episode
About the speakers Colette Casey is Customer and Commercial Director at CrossCountry. With extensive experience in marketing, sales, quality management and commercial roles, Colette has been central to the development of the brand as a long-distance operator over the last three years. As CrossCountry’s Head of Brand Communications and Digital Strategy, David Mullins leads the marketing department of Britain’s most extensive network. Since joining two years ago, David has shaped CrossCountry’s brand communications, customer data intelligence solutions and digital strategy. Originally from Melbourne, Vince McSweeney moved to the UK with his family in 2010, and in the blink of an eye, now finds himself quite a bit older and Chief Creative Officer at McCann. With brand experience in all sectors and disciplines, creative leadership for Qatar Airways, and a long list of national and international client wins to his name, Vince has also seen his work recognised at all major international award shows. Including Gold at Cannes for Mastercard and Dexcom With 13 years of experience in category, brand, and communications research, Haydn Russell develops research programs and leads strategic insights for global and local clients at McCann. He supports the CrossCountry team in audience understanding, communications development, emotive positioning, and brand health measurement, collaborating closely with both internal and client teams to achieve impactful results. | |||
| The Brief Ep 11: Funny Bones - is advertising rediscovering its sense of humour? | 11 juin 2024 | 00:32:19 | |
A few years ago, advertising got pretty serious, and for good reason. But now the industry is rediscovering its funny bone as brands look to create laughter, joy and connection with audiences. There’s even a new humour category at Cannes this year. But why is it making a return and how do you ensure your work is ‘laugh with’ rather than ‘laugh at’? For this episode, we’re joined by Zane Radcliffe, Executive Creative Director at McCann Bristol, and Will Studd, Director of Animation at Aardman, to discuss the impact of humour, the stories behind the work, and how to get those authentic laughs. What we cover in this episode
About the speakers Will Studd is an award-winning Animation Director at Aardman. He has worked on projects for some of the worlds largest brands including Nike, Johnson & Johnson, Kraft, Heinz, BBC, GlaxoSmithKline and many more. Will also holds the Guinness World Records for smallest and largest stop motion films created, and a whole host of other awards including Cannes Lions, BAA, British Arrows Craft Award, Kinsale Shark, and RTS awards. Zane Radcliffe is a multi award-winning Executive Creative Director and writer with nearly 30 years experience creating campaigns for national and international brands. His work at McCann Bristol for clients like Refuge, Waterstones and Motability has won 5 Cannes Lions, 12 Creative Circle awards and pencils at D&AD and One Show. His work is often imbued with humour, including famous campaigns for Tango, Pot Noodle and John West. Zane is the author of three novels published by Black Swan. His debut won the WHSmith 'People's Choice' Award. About Aardman: Aardman is an independent, multi Academy Award® winning studio, based in Bristol. For over 40 years, Aardman has entertained the world, creating much loved characters such as Wallace and Gromit and Shaun the Sheep. From feature films and series, to advertising, games and interactive entertainment, all Aardman’s content is built on four pillars: bold comedic ideas, relatable stories with global appeal, characters with heart, and a passion for craft. | |||
| The Brief Ep 10: Futureproof your framework - how to market in an economic downturn | 13 mai 2024 | 00:34:00 | |
The UK has faced its fair share of challenges in recent years, and the uncertainty is set to continue. It may feel all doom and gloom, but there’s more in the marketer’s control than you might think. So, how can you begin to build your futureproof strategy? In this episode, Ellis Bird is joined by our media team’s Nicola Daniel, Managing Partner Strategy, and Sarah Clarke, Senior Data & Strategy Director, to understand how consumers are behaving, what this means for media budgets, and diving into the three-step framework that will help brands maintain traction with their target audience. What we cover in this episode
About the speakers Sarah Clarke is Senior Data & Strategy Director at McCann Media. Passionate about the “why” behind human behaviour, Sarah uses behavioural science combined with data and insights to craft strategic business solutions that drive growth, both for now and in the future. This ensures that the right businesses connect with the right people to solve consumer problems and drive commercial impact. Connect with Sarah on LinkedIn. Nicola is Managing Partner, Strategy, at McCann Media. A highly accomplished, collaborative, and curious media and comms practitioner, she believes business growth and effectiveness comes from blending the art and science of marketing to unlock the magic that fuels unforgettable comms. | |||
| The Brief Ep 09: Kevin the carrot and co - the journey to distinctive brand assets and how to build them | 20 mars 2024 | 00:53:50 | |
Did somebody say…. Yep, we can probably all finish that line (although maybenot in tune). What if we said “Kevin!” The nation’s favourite carrot likely springs to mind (alongwith the line, “that’s huge, Willy!”) Brand assets have the power to promote quick association and build brand recall. But how do you get started with creating them? What’s the secret formula to building brand assets that are truly distinctive? How do they impact effectiveness? For this episode, we’re welcoming Jon Evans, Chief Customer Officer at System1, alongside McCann’s Jamie Peate, Global Head of Effectiveness and Retail, and Kayley Almond, Strategy Director, to uncover the stories and strategies behind the biggest brand assets. What we cover in this episode
About the speakers Jon Evans, Chief Customer Officer at System1, is an experienced commercial leader with a track record of delivering substantial growth across a large number of brands. His previous experience includes a short stint as CMO for Brewdog, Marketing Director at Suntory leading some of the UK's most iconic brands, on the Board of Purity Soft Drinks, a private equity-backed soft drink business, and working for Britvic Soft Drinks running a 'Seed Brand Unit' in conjunction with Pepsi. Jon also hosts the ‘The Uncensored CMO’ podcast. Jamie Peate, Global Head of Effectiveness and Retail at McCann, has helped to drive a culture at local, regional and global levels that holds creativity and effectiveness central to all of the agency’s output. His strategic approach to the Aldi account exemplifies his approach – long running campaigns such as Like Brands and Kevin the Carrot have reaped benefits for the client and helped redefine the grocery sector. A proud northerner and champion of creativity in Manchester, Jamie got his first taste of retail at his parent's shop near Blackpool. He first joined McCann Manchester as a recent graduate before forming his own insight and innovation agency Blue Banana in the early 1990s. When the agency became part of McCann Manchester 20 years later, Jamie returned as Director of Strategy and Insight. Kayley Almond is a seasoned Strategy Director at McCann, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people. | |||
| The Brief Ep 08: Balancing B2B – how to weather the storm whilst building a foundation for growth | 22 févr. 2024 | 00:29:07 | |
The ever-changing tides of B2B have left brands siloed, board rooms nervous, and marketers struggling to balance the short and long term. However, amongst the challenges lay plenty of opportunity for change. In this episode, Ellis Bird is joined by Greg Aris and Colin Gray for an honest conversation on the priorities and pitfalls of B2B marketing. From closing the historical sales and marketing gap, to building reputation and breaking down siloes and everything in between. What we cover in this episode:
About the speakers: Greg Aris, managing partner, heads up the B2B practice within McCann, where he is currently working with clients on a range of projects from redefining product architecture, creating business model propositions and reputation rebuilds for a range of clients. Colin Gray, Managing Partner Strategy, is a hugely experienced strategic marketing professional and LinkedIn Top Voice. He has diverse experience spanning client-side, creative and media agency roles, which enables joined-up thinking and means B2B decision makers are firmly at the heart of the solution. | |||
| The Brief Ep 07: Demystifying data - how to connect the dots and unlock impact | 22 janv. 2024 | 00:27:19 | |
Love it or hate it, data can drive commercial, creative and customer value when done well, or it can make life a lot more difficult when done badly. What was once a step in the process to deliver communications is now a product in its own right, but let's be honest - it can feel like a dark art shrouded in mystery. Luckily, Morag Glaister and Kevin Murphy are on hand to simplify the complex and bust the data myths holding you back. From breaking down the different types of data, right through to quick wins that can unlock hidden value, this episode of The Brief is the perfect introduction to taking control of your data. | |||
| The Brief Ep 06: X marks the spot - social media lessons for 2024 | 05 déc. 2023 | 00:29:28 | |
2023 was quite the year for social. From Twitter’s rebrand and the launch of Threads, to CGI content and a plethora of new trends. But what are the key lessons from the past 12 months that marketers should be taking into 2024? Ellis Bird is joined by Joe Cronin and Charlotte Spafford for a conversation on all things social, and even a dash of JLo, Bebo and Big Ben. | |||
| The Brief Ep 05: Welcome to the party - how brands can really connect with Gen Z | 29 août 2023 | 00:27:26 | |
Are brands more disconnected from Gen Z than they think? Why should marketers be paying attention to Gen Z anyway? Can brands get away with saying “bruv”? Join Ellis Taylor, Kyri Christou, Leonna Taylor and Jason Davis for an honest conversation as they challenge perceptions of the most connected generation and uncover the importance of getting in the room with the voices you want to reach. | |||
| The Brief Ep 04: Is pop culture dead? How the media landscape has changed | 23 juin 2023 | 00:24:58 | |
Is pop culture dead? How have the shifting sands of the media landscape changed the way we think about reaching audiences at scale? Join Ruepal Aujla, Lisa Barrett and Nicola Daniel as they chat about everything from the nostalgia of mass media’s glory days, to digital diversification and the newfound potency of social media’s cosy niches. | |||
| The Brief Ep 03: Meet the artist - Abbie Reilly on AI, creativity and finding inspiration | 31 mai 2023 | 00:17:53 | |
Join us for a special live episode as we get to know Abbie Reilly, the Birmingham illustrator behind the new design on the front of McCann Birmingham's office. From the opportunities AI brings to creativity, to the creative process and the story behind the building, we dive into the local creative community. Hosted by Ellis Taylor, Marketing Manager, and joined by Alex Acosta, Managing Partner Creative, this conversation was recorded as part of a live event. | |||
| The Brief Ep 02: Pools, peppers and Kim Kardashian - How brands can win on TikTok | 10 mai 2023 | 00:24:34 | |
Is TikTok right for your brand? How do you get started? What should marketers be thinking about before posting? And how did Kim Kardashian help Chupa Chups get so many views? Join Ellis Taylor, Joe Cronin and Patsi Walton for a short but packed conversation on all things TikTok. | |||
| The Brief Ep 01: How do you build a household brand? | 06 avr. 2023 | 00:15:18 | |
Join McCann Central as we look to answer one of the biggest questions marketers are facing - how do you build a household brand? | |||