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Strategists tell the stories behind the creative strategies that led to amazing work.

Fergus O'Carroll


    • Jun 1, 2025 LATEST EPISODE
    • weekly NEW EPISODES
    • 42m AVG DURATION
    • 254 EPISODES


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    Latest episodes from On Strategy

    Canva's campaign to drive expansion into B2B

    Play Episode Listen Later Jun 1, 2025 31:08


    In its ongoing quest to get its user friendly design tool into the hands of everyday presenters, Canva is pushing into enterprise applications. It's new campaign has fun with the idea of converting the last office hold-out. This episode is brought to you by Tracksuit, the affordable brand tracking solution for modern-day brands.

    Live from Auckland: Lessons in Punching Above Your Weight

    Play Episode Listen Later May 27, 2025 63:46


    Recorded in front of a live audience at Colenso BBDO, we talk about New Zealand's culture of creativity; about what outside planners bring to the country and what it imparts upon them; about the cultural characteristics of New Zealanders; about the importance of winning, not just surviving, and about the dangers as the marketing sciences mainstream. Thanks to the Effies, Tracksuit and WARC for supporting our live tour. And to Colenso BBDO for hosting us.

    Live from Sydney: Breaking the Laws of Average

    Play Episode Listen Later May 25, 2025 67:45


    When 20% of your population are descendants of convicts, rules will be broken. Some of the smartest creative and strategic minds in Australia join me live from Sydney to share how they are playing it perfectly unsafe. Thanks to Tracksuit, The Effies and WARC for supporting our Live Tour series. And to Ogilvy for hosting us.

    On the Spot, May 2025 - Planners talk about brands they've never worked on

    Play Episode Listen Later May 18, 2025 53:09


    This month, Starbucks and JCPenney. Guest panelists Mary Bakarich, Group Strategy Director at Johannes Leonardo and Christopher Owens, Head of Strategy at TRG join our regular panel of misfits. Thanks to System1 and Tracksuit for making this new series possible. 

    Coors Light. From state of the beer to state of mind

    Play Episode Listen Later May 11, 2025 32:47


    From "Cold & Refreshing" to "Choose Chill," Mischief and Coors Light are evolving the brand's positioning, resulting in new, unexpected and wonderfully entertaining work. We're joined by Marcelo Pascoa, VP Marketing at Coors and Nimisha Jain, EVP, Strategy at Mischief. Thanks to Tracksuit (the affordable brand tracking solution) for supporting our show.

    Skittles. An Effie Best-of-the-Best Winner

    Play Episode Listen Later May 4, 2025 51:41


    "Apologize the Rainbow" was not a reactive, crisis-communications campaign. It was a strategic decision to positively highlight the negative passion of fans and convert it into positive energy for the brand. Mars/Wrigley Chief Brand Officer, Rankin Carroll and DDB Chicago's CCO, Colin Selikow, share the backstory to this Best-of-the-Best Effie Global Grand Prix winner. See the creative work on our website at onstrategyshowcase.com.

    Life after Agency Life Ep#3 (Tom Morton, Britton Taylor, Lisa Prince)

    Play Episode Listen Later Apr 27, 2025 56:02


    Our third episode on how planners are applying their skills outside of agency life. Tom Morton (Prior R/GA), Lisa Prince (Prior W+K) and Britton Taylor (Prior W+K) share why they left and the lessons learned along the way. 

    On the Spot Ep2 - where planners talk about brands they've never worked on (Progressive/Chick fil-A)

    Play Episode Listen Later Apr 18, 2025 49:34


    This month's guest panelists, Marika Wiggin, Head of Strategy at Preacher and Alan Snitow, Freelance Strategist in Chicago, join our regular panel of misfits to talk about Progressive Insurance and Chick fil-A. Thanks to System1 and Tracksuit for making this new series possible. 

    Debuting the U.S. version of The Long & the Short of it

    Play Episode Listen Later Apr 12, 2025 33:42


    "The Multiplier Effect" answers if Binet & Field's principles play out when you use U.S. data. David Tiltman, Chief Content Officer at WARC walks us through the new report. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

    The Entertainer's campaign focuses on our kids charming obsessions

    Play Episode Listen Later Apr 5, 2025 41:50


    With the observation that kids go really charmingly deep into their obsessions...and then drop them overnight, this toy store's first mass brand campaign needed to cut through with a distinct voice as awareness and consideration numbers were falling. I'm joined by Catherine Willoughby of Adam&EveDDB, London for the back story and a brilliant example of fast-track planning. 

    Ep#2 Life After Agency Life

    Play Episode Listen Later Mar 30, 2025 62:54


    Our second episode on how planners are applying their skills outside of agency life. Marcus Collins, Gareth Kay and Suzanne Powers share why they left and the lessons learned along the way. Thanks to Tracksuit (the affordable brand tracking solution) for supporting this series.

    On the Spot Ep1- where planners talk about brands they've never worked on

    Play Episode Listen Later Mar 23, 2025 54:48


    Welcome to episode one of a new monthly show. This month's guest panelist, Johnny Corpuz, Head of Comms Strategy at BBDO NY joins our regular panel of misfits to talk about Vrbo and Duluth Trading Company. Thanks to System1 and Tracksuit for making this new series possible. 

    The story behind Kellogg's brand refresh

    Play Episode Listen Later Mar 16, 2025 49:22


    Doubling down on its main distinctive brand asset (Cornelius), Kellogg's and Leo Burnett, London have reimagined the brand and are using ethnography to unlock morning-time rituals that are fueling the next phase of creative work. Thanks to Tracksuit (the affordable brand tracking solution) for sponsoring this episode.

    Live from Toronto: Rise of the Independents

    Play Episode Listen Later Mar 9, 2025 66:40


    Recorded Feb. 20th in front of a live audience at Rethink in Toronto. We talk about the rise of indie agencies with Rethink's Sean McDonald, Zulu Alpha Kilo's Heather Segal, Courage's Tom Kenny and Broken Heart Love Affair's Jay Chaney. Thanks to Tracksuit, WARC and the Effie's for sponsoring our Live Tour. Next stops are Sydney and Auckland.

    This B2B campaign is a masterclass in proving the effectiveness of a message

    Play Episode Listen Later Mar 3, 2025 38:19


    A Titanium Winner at Cannes, we're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid to talk about their famous B2C2B Marina Prieto campaign. Thanks to LinkedIn for sponsoring our B2B series. Get a $100 LinkedIn Ads credit at linkedIn.com/onstrategy. Terms and conditions apply.

    Humor is Duluth's superpower in building a billion dollar brand

    Play Episode Listen Later Feb 22, 2025 37:10


    Duluth Trading Company plays where Carhartt or Wrangler can't - humor. With products like "Buck Naked" boxers, "Funk no" underwear and "Ball-room" Jeans, it uses its fantastically irreverent voice and illustrated ad style to speak to its core proposition - seriously great products without the seriousness. A must listen episode. Thanks to Tracksuit for supporting our show.

    Uber. Extending the consumer brand into a B2B world

    Play Episode Listen Later Feb 17, 2025 25:00


    For Ep#3 in our B2B series, I'm joined by Michelle Lisowski, Senior Director for Global B2B and Partnership Marketing at Uber. We talk about taking Uber into B2B, the aspects of the brand that can extend and others that need to be augmented. This B2B Series brought to you by LinkedIn.

    Greg Hahn and Nicole Parlapiano with the story behind Tubi's new work

    Play Episode Listen Later Feb 13, 2025 30:24


    Greg Hahn, CCO of Mischief and Nicole Parlapiano, CMO of Tubi join me to talk about their latest work for the ad supported streaming service. The perfectly weird campaign suggests that if it's in you, it's in here.

    Planners guess how their favorite Super Bowl ads tested (it's hilarious)

    Play Episode Listen Later Feb 11, 2025 65:39


    What happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me. 

    Procell's B2B reframe: from price to buy to cost to replace

    Play Episode Listen Later Feb 2, 2025 39:55


    Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

    The story behind Tinder's "It Starts with a Swipe."

    Play Episode Listen Later Jan 26, 2025 46:31


    Stephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.

    How creating doubt created opportunity for B2B brand Informatica

    Play Episode Listen Later Jan 20, 2025 38:55


    The first in our new B2B series, Informatica faced two daunting challenges: an outdated product perception and a formidable, progressive competitive set. We hear how they're using clarity and advocacy to build relationships with key decision makers who needed an outside voice. Thanks to LinkedIn Ads for supporting this new series.

    Tom Roach and Sarah Newman on APG's AI Initiative

    Play Episode Listen Later Jan 12, 2025 43:45


    What will be the role of Ai in the practice of strategy? From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness (MAE) program for supporting our show.

    What happens when Disney and adam&eveDDB get together?

    Play Episode Listen Later Jan 5, 2025 32:37


    The ask was to improve upon an existing Disney concept, but that's not where things ended. We hear about how these two legendary houses of storytelling got together to create "The Boy and the Octopus." Thanks to Adam&EveDDB Strategy Director, Catherine Willoughby for sharing the journey. And to Tracksuit and the Master of Advertising Effectiveness (MAE) program for sponsoring this episode.

    2024 Media Highlights with Michael Beach

    Play Episode Listen Later Dec 27, 2024 57:06


    We hear how the 2024 election exposed the challenge of reaching consumers, how linear TV has turned into simply Football With a Side of News. About how Netflix is the alpha dog for convergent TV. How TVOS wars are now a main event. And how sports moving to streaming will devastate linear. Thanks to Tracksuit (The Affordable Brand Tracking Solution) and The Master of Advertising Effectiveness Program (MAE.academy) for supporting this episode.

    Live from Chicago: The Holiday Ads Special

    Play Episode Listen Later Dec 16, 2024 73:43


    The Chicago ad community came together for this fun Holiday Ads Special. A sold out crowd watched Christmas ads, laughed, cried and applauded. We guessed how they rated with consumers and then heard the reality. Oops! Thanks to our panelists Joe Nio, CSO at HighDive, Samantha Cescau, Head of Strategy at Leo Burnett, Chad Broude, CCO of Highdive and Andrew Tindall, SVP Partnerships at System1. Thanks also to our live tour sponsors, WARC, Tracksuit and The Effies. And to Highdive for hosting. Happy Holidays and Merry Christmas to everyone.

    EP#1 Planning On The Outside (Life After Agency Life)

    Play Episode Listen Later Dec 2, 2024 48:23


    After years inside agencies, James Hurman of Previously Unavailable, Adrian Ho of Zeus Jones, and Brent Vartan of Bullish share why they left, what they were chasing and how they got there.  The first in a series of episodes on how planners are applying their skills outside of the agency environment. Thanks to Tracksuit and the Master of Advertising Effectiveness (MAE) program for supporting this series.

    Live from Los Angeles: Brands+Entertainment

    Play Episode Listen Later Nov 24, 2024 85:31


    We talk live with Zoe Fairbourn, Head of Branded Entertainment at Reese Witherspoon's Hello Sunshine, Marc Gilbar, President of Brands & IP at Imagine Entertainment, Jack Verschleiser, Director of Business Strategy at Superconnector Studies, Aisea Laungaue, Global Partner, Executive Strategy Director at Anomaly, and Jen Costello, Global CSO at TBWAChiatDay. Thank you to Tracksuit, The Effies and WARC for sponsoring our live tour series and TBWAChiatDay for hosting us in Los Angeles.

    How McCain's patient commitment to brand-building paid off

    Play Episode Listen Later Nov 18, 2024 52:04


    In 2014, oven chip brand McCain was struggling. Cash-strapped shoppers were switching to cheaper brands and own label. Promotions were delivering short-term volume, but depressed revenue and margins. To reduce price elasticity, McCain committed to a sustained investment in brand advertising. But success took time and patience. Winner of the prestigious 2024 IPA Effectiveness Award Grand Prix for long-term growth, the nine year journey reduced price elasticity by 47%, raised base sales by 44% and delivered £26 million of net profit. We talk with Mark Hodge of McCain Foods and Roisin Mulroney of adam&eveDDB. Thanks to Tracksuit and the Master of Advertising Effectiveness Program (MAE) for sponsoring this effectiveness episode.

    Live from New York: The Future of Ideas

    Play Episode Listen Later Nov 12, 2024 74:56


    Recorded in front of a live audience at W+K, New York on Oct. 17th, 2024. We're joined by BBDO's Worldwide CCO, Chris Beresford-Hill, W+K NY's Co-CCO, Marques Gartrell, Founder and CEO of Fundamentalco, Jonny Bauer and W+K NY's CSO, Laura Rowan. Thanks to our brilliant Live Tour sponsors: Effie Worldwide, WARC and Tracksuit.

    How Cheetos flipped a negative feature into a positive vibe

    Play Episode Listen Later Nov 3, 2024 35:25


    Cheetos had marketed to families for decades. But growth and household penetration declined over time. Their shift from “Families & Fun” to "Rejuveniles" allowed the brand to turn what was perceived by parents as a product negative (messy Cheetos-covered fingertips on kids) into a product feature embraced by teens and young adults. For this 2024 Effie-winning campaign, we're joined by Flavia Simoes of Cheetos and Jacob Sperla of Goodby Silverstein & Partners.  Thanks to Effie Worldwide and the Master of Advertising Effectiveness (MAE) program for their commitment to effective work and to our show.

    Workday's Rockstars campaign and its Effie-winning goal

    Play Episode Listen Later Oct 31, 2024 43:22


    While using the term Rockstar to describe someone in the office isn't new, exploring how true rockstars feel about it is. A B2B Effie award-winner, hear why the client's goal was to do award-winning work. Thanks to the Effies for supporting our show. See the creative work on our website and connect with our guests.

    Burger King's buzz-building "Bundles of Joy" campaign

    Play Episode Listen Later Oct 27, 2024 38:09


    Built on the observation that after child birth most moms are starving and many crave Burger King, BK launched Bundles of Joy. Controversial to some, liberating to others, the idea caught fire in the media. We talk with Burger King's UK CMO, Katie Evans and BBH London's Head of Strategy, Saskia Jones. Thanks to Jira and Tracksuit for supporting our show.

    Live from London: Martin Weigel, Lucy Jameson and Martin Beverley

    Play Episode Listen Later Oct 23, 2024 46:16


    We hear how having planners as founders made London The Home of Planning. How advertising might have an issue, but brands don't. About the opportunity that exists in the “unloved surface areas of brands.” And about the people who professionally inspired each of these three great talents. This episode was recorded in front of a live audience at Uncommon's offices in London. Thanks to Tracksuit, WARC and Effie for sponsoring our live tour series.

    The Titanium-winning Marina Prieto campaign from JCDecaux & David

    Play Episode Listen Later Oct 17, 2024 41:55


    A masterclass in demonstrating the creative effectiveness of a medium or message. A Titanium Winner at Cannes and sure to be multiple Effie winner this year. We're joined by Ricardo Perez of JCDecaux and Daniela Bombonato of David, Madrid. Thanks to both Jira and Tracksuit for sponsoring this episode.

    Pot Noodle's brilliant, Effie-winning response to a failed product launch

    Play Episode Listen Later Oct 13, 2024 42:26


    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. By embracing its failure and using honesty as entertainment in a social only campaign, the brand extension was saved. Thanks to the Effie's for sponsoring this series. More at effie-org.

    Classics episode: Harvey Keitel for Direct Line insurance

    Play Episode Listen Later Oct 7, 2024 34:22


    An APG Gold winner in 2015, Richard Huntington, CSO at Saatchi, London shares the strategy that delivered six years of consistent growth. And the nervous CEO who tried to kill it. See the work on our website. Thanks to JIRA and The Master of Advertising Effectiveness for sponsoring this episode.

    The truth behind the Michael Cera campaign

    Play Episode Listen Later Oct 3, 2024 63:03


    Chris Beresford-Hill, Worldwide Chief Creative Officer at BBDO shares the real story behind the Michael Cera campaign, one he lead while at Ogilvy. Frustrated by how it was being told, he shares the reality. Thanks to JIRA for sponsoring this episode and to Tracksuit for supporting our show.

    How Michelob Ultra's “Social Athlete” reframed lite beer

    Play Episode Listen Later Sep 26, 2024 51:38


    While we're live in London this week, this show's a brilliant rerun. It's not typical to associate a beer brand with an active lifestyle, but that's exactly the opportunity Michelob Ultra's planning team discovered. Thanks to Tracksuit (the affordable brand tracking solution for modern-day brands) for sponsoring this episode. Back live next week.

    A Classics Episode: Redefining the Value of a Vote

    Play Episode Listen Later Sep 23, 2024 48:42


    It shocked us back in 1997 and won an APG Gold. But the question is, given the everyday nature of corrosive and extreme political behavior, have we now become immune to it? You be the judge. Thank you to Jira and The Master of Advertising Effectiveness (MAE) for sponsoring this episode.

    Pop-Tarts 2024 Gold Effie winning Pop-Tartigans social hit

    Play Episode Listen Later Sep 19, 2024 44:18


    This socially rooted campaign won for influencer marketing. We're joined by Jenny Lindquist of Kellanova and Mathew Clay of Weber Shandwick. Thanks to the Effies for supporting this episode. You can see the work one our website at onstrategyshowcase.com. 

    Doordash's Titanium Grand Prix winning Super Bowl initiative from W+K

    Play Episode Listen Later Sep 16, 2024 35:28


    The "Doordash-all-the-Ads" Super Bowl initiative won the Titanium Grand Prix at Cannes this year. It was an audacious idea that got eight million submissions and 11.9 billion earned impressions. Thanks to Jira and Tracksuit for supporting our show.

    The Martin Agency and US Cellular on using tension to get attention

    Play Episode Listen Later Sep 12, 2024 41:17


    What are the implications of owning and admitting your category's achilles heel? US Cellular's CMO, Eric Jagher and The Martin Agency's CBO, Elizabeth Paul share the story behind the latest work from the brand that encourages us to connect to what really matters. Thanks to Jira, the project management platform, for sponsoring this episode. More at jira.com.

    Classic's Episode: Sainsbury's Try Something New Today

    Play Episode Listen Later Sep 9, 2024 40:56


    Craig Mawdsley shares the story behind this APG Grand Prix award-winning campaign from 2007. The campaign drove £1.8 billion in revenue for the British grocery store chain in the first two years... £1.14 at a time. Thanks to Tracksuit (the affordable brand tracking solution) and the Master of Advertising Effectiveness Program for making this episode possible. More at gotracksuit.com and MAE.academy.

    Turning bar codes into cookies with OREO "Codes"

    Play Episode Listen Later Sep 5, 2024 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 awards series. 

    Classics Episode: Dixons on hijacking your competitor's strengths

    Play Episode Listen Later Sep 2, 2024 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.

    Why Matthew McConaughey's helping Salesforce reposition

    Play Episode Listen Later Aug 26, 2024 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

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

    Play Episode Listen Later Aug 18, 2024 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.

    Classics Episode: Kit Kat on giving yourself a break

    Play Episode Listen Later Aug 12, 2024 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 journey and the pivot. Thanks to Tracksuit (the affordable brand tracking solution for modern brands) for supporting our show. Learn more at gotracksuit.com.

    Nike & the culture of W+K with CSO, Andy Lindblade

    Play Episode Listen Later Aug 5, 2024 61:42


    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 undertakes. And we talk about iconic Levis work. Thanks to The Master of Advertising Effectiveness Program (MAE) for making this episode possible. Lean more about this amazing online program at www.mae.academy.

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

    Play Episode Listen Later Jul 29, 2024 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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