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Despite the billions of dollars spent on advertising every year, most ads go completely unnoticed. In fact, 85% of them don’t even hit the minimum threshold for attention. So how do you make it into the 15% that actually break through?
John Gibson, Head of Strategy at The Martin Agency, has spent his career answering that question, helping brands fight invisibility by uncovering complex emotional truths.
For Papa John’s, that meant moving beyond “better ingredients” to tap into something far more powerful—people’s deep, almost cult-like devotion to pizza. For OREO, it meant elevating a product ritual in something more emotive and universal. And for Mountain Dew? It meant going deep into the world of sleep to see if creativity could be sparked in the subconscious mind.
Throughout our conversation, John shares stories about the strategic decisions that led to these aha moments, and how The Martin Agency’s culture of curiosity consistently fuels big ideas.
Some of my favorite aha moments from our conversation include:
Show Notes:
Below are links to campaigns that came up during our conversation.
Campaigns:
Oreo Wonderfilled
Oreo Wonderfulled Chinese New Year Campaign
Oreogram with Lady Gaga
Oreo + Coca-Cola Besties Campaign
Papa John’s Better Get You Some
Unisom Eagles Saquon Barkley Trolls Giants Owner John Mara
Heinz: Draw Ketchup Campaign
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Despite the billions of dollars spent on advertising every year, most ads go completely unnoticed. In fact, 85% of them don’t even hit the minimum threshold for attention. So how do you make it into the 15% that actually break through?
John Gibson, Head of Strategy at The Martin Agency, has spent his career answering that question, helping brands fight invisibility by uncovering complex emotional truths.
For Papa John’s, that meant moving beyond “better ingredients” to tap into something far more powerful—people’s deep, almost cult-like devotion to pizza. For OREO, it meant elevating a product ritual in something more emotive and universal. And for Mountain Dew? It meant going deep into the world of sleep to see if creativity could be sparked in the subconscious mind.
Throughout our conversation, John shares stories about the strategic decisions that led to these aha moments, and how The Martin Agency’s culture of curiosity consistently fuels big ideas.
Some of my favorite aha moments from our conversation include:
Show Notes:
Below are links to campaigns that came up during our conversation.
Campaigns:
Oreo Wonderfilled
Oreo Wonderfulled Chinese New Year Campaign
Oreogram with Lady Gaga
Oreo + Coca-Cola Besties Campaign
Papa John’s Better Get You Some
Unisom Eagles Saquon Barkley Trolls Giants Owner John Mara
Heinz: Draw Ketchup Campaign
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