The Power of Compound Creativity with Dom Dwight (Yorkshire Tea), Vickie Ridley (Lucky Generals) & Andrew Tindall (System1)
In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.Download the Compound Creativity report here.Part 1 with Andrew Tindall00:00 - Intro00:58 - Launching the Compound Creativity report01:35 - Coming up with the right name for Compound Creativity02:52 - The building blocks of consistency05:13 - The value of being consistent08:04 - How compounding helps wear in09:25 - Power of fluent devices12:14 - Collaborating with the IPA for the business effects data15:00 - Don’t fire your agency16:39 - The 5 most consistent brandsPart 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea18:29 - Intro to Lucky Generals and Yorkshire Tea19:25 - Dom Dwight’s history with Yorkshire Tea22:28 - Where did the “doing things proper” idea originate25:31 - Narrowing 17 ideas down to 326:19 - How to use celebrities well in advertising29:57 - Yorkshire Tea Ad with Sean Bean32:06 - Yorkshire Tea Ad with Kaiser Chiefs38:03 - How does the campaign work across channels42:24 - Key to a successful client agency relationship48:37 - The results of Yorkshire Tea’s compounding creativity52:56 - Advice to clients to get the most out of their agency
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58:28
Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can
Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nike’s focus on DTC was a mistake and what we can all learn from KitKat’s perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyone’s favourite marketing professor.00:00 - Start05:40 - Mark #5: Brand purpose doesn’t need a commercial excuse14:13 - Jon #5: Liquid death article21:15 - Mark #4: There's no such thing as performance branding25:47 - Jon #4: Nike Winning isn’t for everybody29:07 - Mark #3: KitKat's perfect positioning34:33 - Jon #3: Compounding interest, relationships and creativity39:55 - Mark #2: Why Liquid Death are running into trouble45:42 - Jon #2: Outrage is the new s*x in marketing48:32 - Ritson #1: Nike’s biggest mistake52:44 - Jon #1: Airbnb’s focus on brand
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55:21
The brands trying to change the world - Chris Baker, Serious Tissues & Change Please
Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the World’s Leading Social Enterprise in 2018 and in Marketing Week’s 100 Most Disruptive Brands in the World. He has spent 20 years working on the world’s biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.Find out more about Chris' book, Obsolete, here:https://www.bloomsbury.com/uk/obsolete-9781399416658/00:00 - Intro02:09 - The premise of his book04:27 - Why Chris called the book Obsolete06:41 - Making positive change with small businesses18:32 - Being inspired by change brands21:53 - How to win against established brands27:03 - The advantages of purpose29:31 - How Chris started Change Please32:48 - Measuring the impact of Change Please36:28 - How change brands can be distinctive40:14 - Why Tony’s Chocolonely are making an impact42:06 - Putting change ahead of profits47:06 - Applying a change mindset to other industries49:37 - Making an impact commercially and with purpose52:55 - How Serious Tissues started55:53 - The power of partnerships57:49 - Chris’ biggest takeaway from writing Obsolete
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1:04:49
Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)
Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark.Timestamps00:00:00 - Intro00:00:52 - Why Elfried Samba wears a hat00:03:49 - Elfried’s dissertation on social media00:10:23 - The skills most in demand in 202400:12:36 - Elfried’s early work at Gymshark00:21:11 - The challenges of scaling up00:26:23 - Elfried’s approach to personal growth00:36:01 - How Elfried approaches finding talented people00:41:59 - Why Elfried left Gymshark00:49:26 - Scaling through influencers and community01:00:52 - Power of personal brands
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1:12:58
Mark Ritson reviews the highest scoring beer ads of all time (down the pub)
Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & Stella, Super Bowl hits from Michelob & Sam Adams and round off drinking Britain's favourite pint.Timestamps00:00 - Intro00:27 - The idea for the beer podcast04:16 - Ad 10: Budweiser08:24 - Ad 9: Budweiser10:43 - Ad 8: Heineken13:56 - Ad 7: Stella Artois18:30 - Ad 6: Corona21:46 - Ad 5: Michelob Ultra25:17 - Ad 4: Carlsberg29:10 - Ad 3: Sam Adams36:36 - Ad 2: Guinness46:05 - Ad 1: HeinekenTop 10 Ranking (with System1 Test Your Ad Report)HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)GUINNESS IN THIS TOGETHER (5.3)BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)CARLSBERG THE SEAL (4.9)MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)CORONA TINY UMBRELLAS (4.8)STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)HEINEKEN WATER IN MAJORCA (4.5)BUDWEISER WHASSUP (4.3)BUDWEISER OLD SCHOOL DELIVERY (4.2)
Netherlands