Campaign Chemistry

Each spring, ahead of the Cannes Lions festival, a debate crops up in the industry about whether purpose-driven work should dominate industry award shows versus effective commercial work.

But for Kwame Taylor-Hayford and Sophie Ozoux, cofounders at purpose-driven creative agency Kin, purpose and effectiveness don’t have to be at odds. 

The pair launched Kin in 2019 with a commitment to driving long-lasting, impactful brand platforms that drive social change. The agency works with brands including Ben & Jerry’s, Mailchimp and Delta Airlines to do just that. 

In this episode, Taylor-Hayford and Ozoux chat about how they drive long-lasting purpose work for brands and share their advice for how brands should approach ESG projects — and respond to backlash, if it occurs.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts.

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From the wedding bust of 2020 to the wedding boom of 2022, the business of getting hitched has nothing but a wild ride. Now, as 2023 promises a return to normalcy, Jenny Lewis, chief marketing officer at The Knot Worldwide faces a new challenge:reaching a younger generation of couples and adapting to a risky economic climate. 

Joining from Uber, where she served as the head of marketing for the U.S. and Canada, Lewis has used her expertise in scaling two-sided marketplaces to lead marketing, insights and editorial initiatives for The Knot and its 19 global brands across 16 countries. 

Under her leadership, in a little more than a year, The Knot has experienced an editorial revamp, a marketing reorganization and a renewed focus to integrate vendor and consumer marketing. Soon, The Knot will launch its first integrated marketing campaign in summer 2023. 

As the wedding industry changes, Lewis has her eye fixed on the new generations of wedding couples and the meaningful ways they want to celebrate. 

In this episode, she discusses the outlook for the 2023 wedding season and beyond, the new opportunities to reach younger consumers and the unique ways her experience at Uber has applied to a new category. 

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. 

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Nearly two years ago, Rob Reilly joined WPP as its first chief creative officer with a remit to make it the most creative company in the world. Since then, the agency has been named the most creative company of the year at Cannes twice. 

How has he done it? In part by poaching top talent, such as global Ogilvy CCO Liz Taylor and global director of creative excellence Eric Monnet. Also, by meeting increasing client demands to work in a more integrated way across the network. WPP’s OpenX is a prime example, bringing together agencies such as VMLY&R and Ogilvy on behalf of a global client. But mostly, it’s been by continuing to fill the business with curious people.

In this episode, Reilly chats about his role at WPP, shares his view on the role of industry award shows and debates the benefits and drawbacks of working from home for creatives.

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Sustainable advertising is now a vibrant, active movement. And that’s important because for the first time, success extends far beyond our ecosystem. We’re striving to build a better ad ecosystem to not only improve advertising but also to create a healthy planet and a decarbonised economy.
 

With all this momentum around building a sustainable future, the question we must now answer is evident: can we chart a direct path to how what we do actually impacts emissions reduction in a meaningful way?
 

In this podcast, Anne Coghlan, COO and Co-Founder of Scope3, discusses the ins and outs of measuring emissions and why we’re confident the industry now has exactly what it needs to swiftly reduce its carbon footprint.

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The biggest barriers to adopting teeth aligners like Invisalign is inertia among dentists and orthodontists, who default to braces as the go-to fix for crooked teeth.

As chief marketing and product officer at Invisalign, it’s Raj Pudipeddi’s job to change that. Since taking on the role, he’s pushed the medtech company into the metaverse, ramped up its work with creators and developed a new brand platform around Invisalign being “drama free” to connect with teens and their parents. 

In this episode Pudipeddi, who also oversees the Asia-Pacific region for Invisalign, also chats about his formative years as a marketer at Procter & Gamble and the importance of trusting agency relationships.

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.  

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PJ Pereira began his celebrated career as an advertising creative and a programmer in Brazil. As a right- and left-brained thinker who enjoyed writing and drawing as much as computers, he was a pioneer in the rise of digital advertising.

This year, his agency, Pereira O’Dell, turns 15. After German independent network Serviceplan bought a 30% stake in the agency in 2021, Pereira O’Dell is moving from a bicoastal model with offices in San Francisco and New York to a national model that services clients in a borderless way.

In this episode, Pereira also discusses how his agency is playing with AI and incorporating it into creative work while being mindful of ethical concerns. 

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.
 

Follow us on twitter: @CampaignLiveUS

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With the Upfronts season just around the corner Julian Mintz, Roku’s Head of US Brand Sales, takes some time to discuss where current market trends are headed and where advertisers should turn their attention towards this year. As more consumers shift to TV streaming Roku holds a unique position to make brands unmissable in the crowded TV ecosystem. From power on to purchase complete, Roku guides brands through the entire streamer’s journey.

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Virtual product placement, enabled by advances in technology, is quickly becoming the future of advertising. With the ability to seamlessly integrate products into content, brands are able to reach consumers in a more subtle yet authentic and impactful way, while content creators can generate revenue and enhance the viewer experience. 

This interview with the Chief Content Officer of Ryff, Mar Duermeijer, delves into the benefits and possibilities of virtual product placement, applications of artificial intelligence in content, and how Ryff uses AI to repurpose and scale content. 

Learn more at ryff.com

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Running a portfolio of spirits and alcohol brands requires constant innovation to keep up with consumer taste and purchasing preferences. It’s an area Ed Pilkington, chief marketing and innovation officer at Diageo, knows all about. 

In addition to constantly staying on the cutting edge of beverage trends, Pilkington leads an ESG framework for Diageo’s portfolio of brands, which include Johnnie Walker, Guinness and Tanqueray. This not only covers DE&I and sustainability, but also responsible drinking. 

In this episode, Pilkington chats about his career at Diageo and how he manages the portfolio. He also teases upcoming innovations such as a pink tequila and an espresso martini on tap. 

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As FCB celebrates its 150th anniversary, it’s continuing to keep its work fresh and client relationships strong. 

After longtime global CEO Carter Murray stepped down last year, North America CEO Tyler Turnbull took his role, while global CCO Susan Credle became chair. The two credit the smoothness of the transition to good succession planning. 

FCB keeps its creative product fresh by sticking to the fundamentals of creating enduring brands while using data and technology to apply creativity to new places, which it does through its fast-growing FCB/Six practice. 

In this episode, Turnbull and Credle also talk about the benefits of growing organically with clients through project work and how the agency is attracting and retaining talent.

Listen to this episode and subscribe to Campaign Chemistry wherever you get your podcasts. 

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.
 

Follow us on twitter: @CampaignLiveUS

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Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.

What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.