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Anatomy of an Ad
In conversation with the advertising industry’s top creative thinkers and innovators
S2 : E3 Why Cadbury's Christmas ad resonated so well audiences last year
It might be March but in this week's episode we are discussing all things Christmas marketing. Sharing their wisdom we have Lynne Deason who is head of creative excellence at Kantar and Emma Jayne Paxton who has the fabulous job title of head of Christmas and Halloween at Mondalez International. We find out why Cadbury's Christmas ad last year won over the nation.
20 Mar
E3. Why Cadbury's Christmas ad resonated so well audiences last year
It might be March but in this week's episode we are discussing all things Christmas marketing. Sharing their wisdom we have Lynne Deason who is head of creative excellence at Kantar and Emma Jayne Paxton who has the fabulous job title of head of Christmas and Halloween at Mondalez International. We find out why Cadbury's Christmas ad last year won over the nation.
13 Mar
E2. How The Hijinks Collective used AI to raise funds for the UN Crisis Relief Fund
Our next guest is Tamryn Kerr, who is the creative director of the newly launched agency The Hijinks Collective. They recently used AI to generate images of a potential earthquake in the UK to help keep what’s happening in Turkey and Syria in the news and help raise funds for The UN. In this fascinating episode, we discuss the hot topic of AI and how creatives are using it for good.
6 Mar
E1. How Leo Burnett made ‘The Lost Class’, the most-awarded campaign of the past year
We kick off season two of The Drum’s Anatomy of an Ad podcast with a difficult yet important topic. Last year, Leo Burnett Chicago’s campaign for Change the Ref got everyone speaking about gun violence in the US and in this episode, the agencies top creatives Sam Shepherd and Ashley Geisheker detail how they managed to hoodwink prominent NRA members to become anti-gun spokespeople.
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22 Mar
E10. Gareth Turner - What is a BATNA in negotiation?
Baked beans on Weetabix anyone? Whatever your opinion on the recipe suggestion, you’re likely to have heard about it, thanks to Gareth Turner (founder and director, Big Black Door), who led on the ‘Beanz on Bix’ campaign in 2019. Here, Turner speaks to host Mike Lander about the value of having distinct roles in a negotiation, the leveraging power of BATNAs (best alternative to a negotiated agreement), and the importance of understanding which power dynamics are truly at play.
20 Mar
E3. Why Cadbury's Christmas ad resonated so well audiences last year
It might be March but in this week's episode we are discussing all things Christmas marketing. Sharing their wisdom we have Lynne Deason who is head of creative excellence at Kantar and Emma Jayne Paxton who has the fabulous job title of head of Christmas and Halloween at Mondalez International. We find out why Cadbury's Christmas ad last year won over the nation.
16 Mar
E6. Will the D2C brand revolution flourish or fizzle?
DTC brands, especially Chinese giants like Shein, have been big news for all sorts of reasons over the last couple of years: their remarkable growth, but also challenges around their sustainability and quality. Is this an evolution that will continue to evolve, one that more established brands will be able to incorporate in the long-run, or a flash in the pan?
15 Mar
E9. Jaye Cowle – How to negotiate as a small agency
Jaye Cowle (managing director, Launch) is on a mission to create the happiest agency in the world. And this focus on happiness doesn’t end with her staff. For Cowle, business partnerships are doomed if both sides aren’t happy with the outcome. But when you’re a small agency, how can you negotiate a satisfactory outcome for both sides? Here, Cowle talks to host Mike Lander about why small agencies are the perfect partners for unsexy challenger brands, the importance of measurement in today’s world, and why the term ‘overservicing’ has been banned at her agency.
13 Mar
E2. How The Hijinks Collective used AI to raise funds for the UN Crisis Relief Fund
Our next guest is Tamryn Kerr, who is the creative director of the newly launched agency The Hijinks Collective. They recently used AI to generate images of a potential earthquake in the UK to help keep what’s happening in Turkey and Syria in the news and help raise funds for The UN. In this fascinating episode, we discuss the hot topic of AI and how creatives are using it for good.
8 Mar
E8. John Godfrey - How can niche providers demonstrate expertise in a negotiation?
John Godfrey (commercial executive director, Red Badger) may never have used his Education degree to teach, but the dotcom veteran can certainly school most on the art of niche-provider negotiation. Here he talks to host Mike Lander about the complexity of value-based pricing, how niche providers can avoid being commodified, and how they can effectively negotiate termination for convenience and IP rights.
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