Marketing Factories

In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes Jarosław Serednicki, Marketing & Digital Director at Żabka Polska, recorded at Żabka's new office in central Warsaw.

In a single generation, Żabka has gone from a small Polish convenience chain founded in 1998 to one of Europe's largest convenience networks, now past 13,000 stores and opening roughly three new ones every day, with a foothold in Romania too. Jarek, who has spent almost ten years with the company, walks through the machine behind that growth: a model built on independent franchisees, a marketing function that sits inside the commercial department, and a shift in thinking from selling products to selling people back their time.

That shift, from the long-running "Little Big Store" positioning to freeing up your free time, opened a much bigger horizon. Żabka added services, gastronomy and quality food, built a super app with 11.3 million users, and turned an enormous stream of data (almost 500,000 customer opinions a month and 4.3 million transactions a day) into sharper decisions and, increasingly, a media business of its own through Żabka Ads. As Jarek puts it, this is not cookie-based advertising, this is real behaviour.

The conversation ranges across how the agency model evolved, why every single Żabka is run by a franchisee, where AI already earns its place, and what creative effectiveness really means to someone who sits on the Effie Europe jury: to be effective, not only impressive. As ever, the episode closes with the 58:hours challenge: the one problem Jarek would hand the world's best minds.

Key Moments

00:00 – Introduction: A taste of the conversation ahead.

01:45 – Welcome to Żabka's Warsaw Office: Jarek's road from P&G and AmRest to Żabka.

03:26 – One Generation, a New Way to Shop: Poland's boom, from hypermarket weekends to time-poor cities.

08:01 – Three New Stores a Day: Not luck but a system, from Romania to the autonomous Żabka Nano.

11:17 – How Marketing Is Built: Five pillars, inside the commercial department.

14:31 – Good Agencies vs Great Agencies: Four or five specialists, one common brief, and keeping pace.

17:36 – Retail Never Sleeps: Protecting brand building from short-term pressure.

21:04 – Two Hearts: Why every single Żabka is run by a franchisee.

24:51 – From "Little Big Store" to "Free Up Free Time": The Grand Prix Effie platform, and the shift to selling time.

28:45 – Selling Time, Not Products: Services, gastronomy and food with no compromise on quality.

31:50 – The Super App: Żappka, Żappsy and experiences money can't buy.

33:58 – The Data Advantage: Post-purchase surveys, real-time dashboards and personalised offers.

37:19 – AI Where It Earns Its Place: Survey analysis, store locations and logistics.

40:24 – From Retailer to Media Company: Żabka Ads and real behaviour instead of cookies.

43:24 – Effective, Not Only Impressive: An Effie Europe juror on patience, and relevance over reach.

47:32 – Test, Learn and Food: Real tests in 100 stores, and a love of food.

50:09 – Both Sides of the Table: What FMCG and hospitality taught him about brand partners.

53:23 – The Brands He Admires: Why sport brands win on emotion.

54:23 – The 58:hours Challenge: A brand that is everywhere, yet feels like your store.

Marketing Factories explores the world's most effective marketing teams. Hosted by Dafni Prosalika (Partner, REBORRN). Produced by REBORRN in collaboration with Effie Europe and the European Association of Communications Agencies (EACA).

CONNECT WITH REBORRN:

LinkedIn: ⁠https://www.linkedin.com/company/reborrn⁠

Instagram: ⁠https://www.instagram.com/reborrn.company/⁠

Substack: ⁠https://reborrn.substack.com⁠

TikTok: ⁠https://www.tiktok.com/@reborrn.company⁠

CONNECT WITH EFFIE EUROPE:

LinkedIn: ⁠https://www.linkedin.com/company/effie-awards-europe/⁠

Website: ⁠https://www.effie-europe.com/

In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes Grainne Wafer, Global Category Director, Guinness & Beer at Diageo, recorded at the Gravity Bar in the Guinness Storehouse in Dublin. Grainne has spent over 25 years at the company and leads Guinness end to end, from the billion-dollar brewery investment in Ireland to the marketing that keeps a 267-year-old brand growing at double digits.

Her starting point is disarming: in 2014 a Mintel report told the business that Guinness "simply no longer is cool." What followed was a root-and-branch reset. Guinness broke its own rules, moved to a social-first community model, opened the brand to a younger and more female audience, and turned rituals into recruitment. Grainne walks through how the turnaround actually got built, from the Welcome Back moment born out of lockdown to Nitrosurge, the at-home device Diageo created after watching super-fans try to get more surge into their pints at home, adapting its earlier ultrasonic technology into a product now in one in four Irish homes.

The conversation ranges across which consumer trends to back and which to let run, why a declining category is never an excuse, the logic behind partnering with the Premier League, the Diageo Way of Brand Building, and how a global brand keeps a local heartbeat. As ever, the episode closes with the 58:hours challenge: the one problem Grainne would hand the world's best minds.

Key Moments

00:00 – Introduction: A quick taste of the conversation before it begins.

01:24 – Welcome to the Home of Guinness: The Gravity Bar, St James's Gate, and Arthur Guinness's 9,000-year lease signed in 1759.

03:04 – What a Global Category Director Actually Does: The billion-dollar brewery, 22% growth in GB, and running Guinness end to end.

04:53 – "Guinness Simply No Longer Is Cool": The 2014 Mintel report that triggered a root-and-branch reset.

08:12 – To H*ll With All the Rules: Killing the "perfect pint" myth, and how COVID and the Welcome Back campaign became a turning point.

12:14 – An Electric Toothbrush Built a Product: The consumer hack behind Nitrosurge, now in one in four Irish homes.20:15 – Giving Other Brands Hope: Why a declining category is never an excuse, and marketing as the engine of growth.

24:10 – Why Guinness Backed the Premier League: football's global audience and the activation opportunity.

28:13 – Backing Clubs Without Alienating Fans: Building belonging, not divisiveness, across the Premier League.

32:04 – The Guinness Way of Marketing: The Diageo Way of Brand Building, keeping it simple, and codifying a global model.

35:58 – A Global Brand With a Local Heartbeat: The Lovely Days campaign, the summer barrier Guinness built itself, and cowgirl hats vs Africa beaches.

41:13 – Why Physical Spaces Still Matter: The Storehouse, the Open Gate breweries, and one in five visitors tasting Guinness for the first time.

44:45 – Where the Industry Is Heading: Drinking differently, and price-pressured consumers.

46:31 – 267 Years, One Moment: Staying curious, and why "you are only passing through."

47:44 – The 58:hours Challenge: The brief Grainne would hand the world's best minds.

CONNECT WITH REBORRN:

LinkedIn: https://www.linkedin.com/company/reborrnInstagram: https://www.instagram.com/reborrn.company/Substack: https://reborrn.substack.comTikTok: https://www.tiktok.com/@reborrn.company

CONNECT WITH EFFIE EUROPE:

LinkedIn: https://www.linkedin.com/company/effie-awards-europe/Website: https://www.effie-europe.com/

In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes Ulrich "Uli" Klenke, Chief Brand Officer of Deutsche Telekom, recorded at its Bonn headquarters. Ulrich stewards the world's most valuable telecoms brand, worth $96.2 billion by Brand Finance, and he starts from a problem every marketer knows: when connectivity is a commodity and "everything is accessible, and it's all the same," how do you make anyone feel anything about the brand? His answer is brand affinity, measured by asking people whether they love the brand or hate it.

That question is why the company is, in his words, "not Deutsche anymore, and not Telekom anymore." It has grown beyond old-school telco into AI data centres, satellite partnerships and the digitisation of society, with a 6G network he calls an intelligent supercomputer you can reach anywhere. And because connectivity itself no longer differentiates, Ulrich argues that affinity and creativity are the only real moats left. So he runs a deliberately decentralised model: one global media contract, but best-of-breed creative chosen market by market. It is "a group of lions hunting, not a group of sheep feeding grass," held together by shared "toolboxes" rather than orders from headquarters, and by the rule he broke the old ones to introduce: "touch the brand."

The conversation ranges across the questions every marketer is wrestling with. Ulrich walks through going fully AI-first, the Einstein film built on a licensed ElevenLabs voice avatar, and why sound, not visuals, is what makes an AI campaign feel real. He makes the case that purpose campaigns are "not over, they're different now," from the "against hate on the web" work to a Habermas-inspired pivot towards restoring dialogue. And he is candid on why he wants to be famous for the use of AI, why his CEO's one mantra is "bring me awards," and what keeps him in a seat he has held for double the average CMO tenure. As ever, the episode closes with the 58-hour challenge: the problem Ulrich would hand the most brilliant minds in the world.

Key Moments

00:00 – Teaser: Refusing the Mainstream
01:33 – The $96 Billion Asset: Chief Brand Officer vs. CMO
03:53 – Love It or Hate It: Measuring Brand Image and Affinity
05:38 – When Connectivity Becomes Water: Managing the "Pink Air from Bonn"
06:46 – The Agency-Side Brand Chief: Client vs. Agency Perspective
11:35 – Why Hybrid Doesn't Work: The Lost Art of Learning Through Osmosis
14:13 – Montessori Lessons & Starting a Global Job in COVID
20:18 – The Telco Dad and the Perplexity Road-Trip
23:45 – Attitude as Differentiation: The Social Network Pillar
26:35 – Purpose Isn't Over, It's Different: Shifting from Hate to Dialogue
32:08 – "Not Deutsche, Not Telekom Anymore": 6G, Satellites, and AI
35:36 – Never Be Mainstream: Innovations and Tapping the Youth
37:38 – Going Fully AI-First: The 100% AI Network Campaign & Einstein Voice
40:39 – When AI Can Damage the Brand: Real Talent vs. Synthesised Emotion
45:11 – The Third Voice in Every Call: Launching "Mia Magenta AI"
50:14 – "Bring Me Awards": A CEO Mantra for Leadership Excellence
53:07 – How the Factory Runs: Decentralised Markets and Toolboxed Campaigns
1:04:59 – "Touch the Brand": Empowering Fluid Creativity
1:09:27 – The 58-Hour Challenge: Digital Democracy and Public Service Innovation

Marketing Factories explores the world's most effective marketing teams. Hosted by Dafni Prosalika (Partner, REBORRN). Produced by REBORRN in collaboration with Effie Europe and the European Association of Communications Agencies (EACA).

CONNECT WITH REBORRN:
LinkedIn: https://www.linkedin.com/company/reborrn
Instagram: https://www.instagram.com/reborrn.company/
Substack: https://reborrn.substack.com
TikTok: https://www.tiktok.com/@reborrn.company

CONNECT WITH EFFIE EUROPE:
LinkedIn: https://www.linkedin.com/company/effie-awards-europe/
Website: https://www.effie-europe.com/

In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes two of the most senior voices in the industry, from opposite sides of the table: Charley Stoney, Chief Executive Officer of EACA (the European Association of Communications Agencies) and President of VoxComm, and Stephan Loerke, Chief Executive Officer of the WFA (World Federation of Advertisers). Between them they speak for the agencies and the advertisers: around 130,000 agency professionals across 30 countries, and over 10,000 of the world's brands.The conversation centres on a model in flux. Both are candid that the way agencies are paid, time and materials, was never a great model, and that AI has turned it into an existential question. Stephan's view is blunt: clients no longer want to buy hours, they want to buy impact. Charley maps what is replacing the old model, from output and licensing fees to royalties and productised process, and why Europe's roughly €1 billion a year pitching habit is a waste the industry can no longer afford.But the bigger story is a return to fundamentals. In a "sea of sameness" driven by AI, both argue that creativity becomes the real advantage, backed by 30 years of Effie data showing that the insight, the storytelling and long-term brand and agency relationships are what move a business. They also get into the tension every CMO lives with, from the roughly 60% of budgets still going to performance to the transformation fatigue that 76% of marketers admit to, plus the regulatory battles, two new Effie categories, and the burning problems each would hand to the most brilliant minds in the room.00:00 – Meet the People Who Speak for the Whole Industry: Charley represents around 130,000 agency people; Stephan speaks for over 10,000 brands.02:47 – Agency Side vs Brand Side: how their backgrounds, and L'Oréal's "poète-paysan," still shape how they lead.05:24 – What These Two Bodies Actually Do: protecting the industry's "licence to operate."15:00 – The €1 Billion Pitch Problem: how much Europe wastes on pitching every year, and the guide built to fix it.19:45 – Why the Pay Model Broke: why "time and materials" was never great, and how AI turned it into a risk.21:52 – What Replaces It: the shift to output and licensing fees, royalties, and productised process.24:13 – Hours vs Impact: why clients no longer want to buy hours, they want to buy outcomes.28:51 – Why Creativity Wins: why agencies will not disappear, and why creativity cuts through the "sea of sameness."29:47 – The Performance Trap: why 60% still goes to performance, against the Binet and Field evidence.34:18 – What Keeps CMOs Up at Night: what marketers admit off-camera, and the 76% transformation fatigue stat.36:52 – Principles Over Processes: why top-down transformation calcifies, and the shift to empowering teams.41:38 – Creativity Is a Skill, Not a Department: why creative thinking cannot be boxed into the creative team.43:38 – 30 Years of Effie: why an insight is not a fact, and the "explain it to your grandmother" test.46:07 – The Relationship Effect: why five-year partnerships are twice as effective, and the influencer surge from 0% to 30%.48:42 – Two New Effie Categories: Effie for Sustained Success and Effie for Democracy, and why now.51:41 – Better Marketing, Full Stop: why effective, responsible and sustainable marketing are now inseparable.53:13 – Which Agencies Thrive: the archetype model, from "busy by design" to "distinctly scalable."55:25 – The 58:hour Challenge: the burning problems each would hand the industry's best minds.CONNECT WITH REBORRN:LinkedIn: https://www.linkedin.com/company/reborrn Instagram: https://www.instagram.com/reborrn.company/Substack: https://reborrn.substack.comTikTok: https://www.tiktok.com/@reborrn.companyCONNECT WITH EFFIE EUROPE: LinkedIn: https://www.linkedin.com/company/effie-awards-europe/Website: https://www.effie-europe.com/

In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes Roy Gardner, Vice President of Brand Activation, Europe at adidas. Roy is responsible for shaping, localising and allocating the brand's marketing investment across 19 European markets, leading a team of around 120 people across omnichannel, digital, media and publishing.

We recorded two weeks after Sabastian Sawe broke the two-hour marathon barrier at the 2026 London Marathon in the sub-100g adidas Adizero Adios Pro Evo 3, a moment adidas covered with hundreds of billboards across London within hours. Roy takes us inside the engine behind that "brilliance at speed." But the bigger story is the turnaround itself.

In 2023, adidas was a loss-making brand. Roy walks through the playbook that rebuilt it, the decision to retire "Impossible Is Nothing" for "You Got This," and why, while most of the industry pours 60% of budgets into performance, adidas put a five-minute film at the heart of its World Cup campaign and bet on brand.

He also unpacks the return to fundamentals, the relay-race model of a "global brand with a local mindset," why adidas refuses the single-agency model, how it partners with creators rather than using them, and his definition of effective marketing: being the number one sports brand in Europe.

• 00:15 — What a "Horizontal" Role Actually Means: the matrix that lets adidas move across 19 markets and 120 people.
• 03:19 — Why He Came Back: what pulled Roy back to adidas, and what he expected to be different.
• 04:27 — Owning the Sub-2-Hour Marathon: Sabastian Sawe's sub-two run in adidas, and the billboards that hit London within hours.
• 05:14 — Brilliance at Speed: the "pre-active and reactive" engine adidas has built since the 2014 World Cup.
• 11:36 — "WhatsApp Has Never Been So Hot": the reaction inside the building the moment the record fell.
• 12:53 — From Loss-Making to the Comeback: Bjørn Gulden's turnaround, distilled into three building blocks.
• 17:55 — Why They Retired "Impossible Is Nothing": the pressure insight behind "You Got This," and the Backyard Legends film.
• 24:17 — The Brand-Over-Performance Bet: why adidas centred its World Cup on a five-minute film (Byron Sharp, Binet & Field, System1).
• 29:59 — The Silent Glue: how adidas built creative coherence without making everything look the same.
• 32:03 — The Relay Race: global, market and country as a 400m relay, and the Tang Jacket story.
• 38:43 — Why There's No Single Agency: where creative cohesion actually has to come from.
• 42:13 — Partner With Creators, Not Use Them: what decides who adidas works with.
• 47:14 — The Message House: the two lines on any brief that matter most to Roy.
• 48:09 — If He Built It From Scratch: the one thing Roy would mandate across the function.
• 52:36 — What Effective Marketing Actually Means: Roy's impromptu definition.
• 53:21 — The 58-Hour Challenge: the problem Roy would put the most brilliant people in a room to crack.

CONNECT WITH REBORRN:

LinkedIn: https://www.linkedin.com/company/reborrn/

Instagram: https://www.instagram.com/reborrn.company/

Substack: https://reborrn.substack.com/

TikTok: https://www.tiktok.com/@reborrn.company

CONNECT WITH EFFIE EUROPE:

LinkedIn: https://www.linkedin.com/company/effie-awards-europe/

Website: https://www.effie-europe.com/

In this special episode of Marketing Factories, released to mark the opening of Effie Awards Europe 2026 entries, REBORRN partner Dafni Prosalika welcomes Staffan Ekstam, Nordic Marketing and Brand Strategy Director at Food Folk Sverige AB (McDonald's Sverige), and Petter Dixelius, Creative Director and Partner at NORD DDB STHLM.

Back in December 2025, on the day following the Effie Awards Europe ceremony, we recorded in Brussels a special episode at EACA's offices (European Association of Communications Agencies), about one of the most talked about campaigns of the 2025 edition: McDonald's Nordics "Deal with the Trash".

Staffan and Petter go inside one of the world's most recognised brands and the twenty-year agency partnership behind some of its most effective work. The conversation covers how global strategy actually lands in four Nordic markets, what it takes to turn a brand liability into an award-winning campaign, and why the best idea in the room sometimes has to wait five years before it's ready.

- 01:44 – A Symbol That Needs No Words There are only a handful of them in the world. Dafni opens with one, and sets up exactly why this conversation matters.- 02:54 – The Idea That Had to Wait Petter on a creative idea that sat in the room for nearly five years because the world wasn't ready for it yet.

- 04:12 – What Chicago Sets and What It Doesn't Staffan breaks down the real relationship between global strategy and Nordic creative freedom. There is more flexibility than most people assume with one non-negotiable exception.

- 10:08 – When the Brand Becomes Part of the Solution How a well-documented problem with McDonald's in the Nordics became the foundation of a campaign that rewarded people for solving it.

- 13:41 – The Difference Between an Insight and a Fan TruthDafni asks Staffan and Petter about what McDonald's global CMO Morgan Flatley calls "Fan Truths" and why a truth that only resonates with two people can still be exactly right.

- 19:05 – Who Belongs in the Room From Day One The moment Staffan and Petter changed who was present at the brief. A small process shift with a significant creative consequence.

- 43:43 – The Hardest Thing About Running Marketing at Scale Staffan names the capability he looks for most in his team. It sounds straightforward, but almost nobody does it well.

- 45:11 – The Acronym That Stumped Him A story from Petter's first weeks working on McDonald's that captures everything about what it actually takes to understand a client's business.

- 53:11 – Why McDonald's CMO Sits Closest to the CFOThe data says most CFOs don't believe marketing drives results. Staffan on why that gap looks different from inside McDonald's.

- 59:53 – What Twenty Years Feels Like From the InsideStaffan and Petter on the thing that long partnerships build that no brief can ever replicate and why it shows up most when the work is hardest.

CONNECT WITH REBORRN:LinkedIn: https://www.linkedin.com/company/reborrn Instagram: https://www.instagram.com/reborrn.company/Substack: https://reborrn.substack.comTikTok: https://www.tiktok.com/@reborrn.companyCONNECT WITH EFFIE EUROPE: LinkedIn: https://www.linkedin.com/company/effie-awards-europe/Website: https://www.effie-europe.com/

In this episode of Marketing Factories, REBORRN partner Dafni Prosalika welcomes Rob van Griensven, Global Digital Director at the HEINEKEN Company, who shares insights from his 18-year journey with the HEINEKEN Company. Transitioning from his global digital leadership role for the Heineken brand to leading Marketing Transformation for the entire HEINEKEN Company, Rob discusses how the 150-year-old family-owned company maintains its status as one of the world's most creative brands. The conversation explores the "magic" formula of art, science, and courage, the integration of AI in marketing, and the brand's core mission of fostering real-life human connections in an increasingly digital world.

Key Themes:

• Art, Science, and Courage: the three words behind every Heineken campaign, from the Heineken Clinker at Coachella to Max Verstappen fronting their "When You Drive, Never Drink" program
• Fans Have More Friends: how a research insight on fandom became the foundation for unifying F1, Champions League and music sponsorships into a single platform, and the creative twist that made it unmistakably Heineken
• Social Networking Since 1873: the loneliness paradox of modern life and why a 150-year-old beer brand is building tech products that tell you to put your phone down
• The LePub Model: long-term partnerships, brutal facts, and the tension between global consistency and local creative freedom
• Playbooks to Playgrounds: how Heineken is turning 142-page PDFs nobody reads into AI advisory agents local marketers can actually prompt

00:00: The World's Most Creative Brand

05:20: The Formula Behind the Magic

07:38: A Logo With a Secret

09:19: The Wristband That Made Strangers Talk

12:40: The Athlete, The Beer, The Backlash Risk

14:56: Social Networking Since 1873

27:12: The Unique Agency Operating Model

31:12: Fans Have More Friends

41:34: The Brief That Writes Itself

47:15: From Playbooks to Playgrounds

01:02:42: How You Actually Get an Organisation to Change

01:10:03: The 58-Hour Challenge

CONNECT WITH REBORRN:

LinkedIn: https://www.linkedin.com/company/reborrn

Instagram: https://www.instagram.com/reborrn.company/

Substack: https://reborrn.substack.com

TikTok: https://www.tiktok.com/@reborrn.company

CONNECT WITH EFFIE EUROPE:

LinkedIn: https://www.linkedin.com/company/effie-awards-europe/

Website: https://www.effie-europe.com/

Fanta is an $18 billion brand sold in over 180 countries. For the past three years, Ibrahim Khan, Fanta's Global Marketing VP, has been tearing it apart and rebuilding it from scratch.

In Episode 2 of Marketing Factories, Ibrahim joins Dafni Prosalika to reveal the strategy behind the brand's biggest-ever gaming campaign, launched with Xbox and Activision Blizzard across 60+ markets, and why it took two full years to find the two words that would rediscover what Fanta stands for.

Ibrahim also talks about what it takes to hold a coherent brand across 190 countries while giving local teams real autonomy, what it means to market in a world where your consumer holds the mic, and more.

Key themes:

• The two-year project that stripped an $18 billion brand back to two words
• Why one simple global strategy still needs 190 different executions
• How 70% of Fanta's investment moved away from TV
• What authenticity actually costs in gaming culture, and why live experiences are part of the answer
• How a network of 40-50 marketers holds a global brand together through autonomy rather than control
• Why the fundamentals of great marketing haven't changed

00:00: Campaign Intro

01:18: Xbox & Activision Partnership

03:07: New Limited Flavors

04:08: Influencer & Gear Strategy

06:16: Rediscovering Core Values

08:36: Reaching Gen Z Gamers

10:47: Global vs. Local Scale

12:35: Entertainment Brand Vision

15:42: Rewards & Live Experiences

17:21: Authentic Fandom Engagement

19:34: Digital-First Marketing

23:27: Strategic Brand Shifts

25:35: Experimentation Culture

27:51: Universal Insights

30:41: Network Operating Model

34:22: WPP Partnership & Talent

40:49: Marketing Fundamentals

43:49: Technology & AI

47:51: The 58 Challenge

CONNECT WITH REBORRN:

LinkedIn: https://www.linkedin.com/company/reborrn

Instagram: https://www.instagram.com/reborrn.company/

Substack: https://reborrn.substack.com

TikTok: https://www.tiktok.com/@reborrn.company

CONNECT WITH EFFIE EUROPE:

LinkedIn: https://www.linkedin.com/company/effie-awards-europe/

Website: https://www.effie-europe.com/

After decades under the Unilever umbrella, one of the world’s most iconic indulgent brands is striking out on its own. The mission? To build a marketing machine from the ground up that is lean, fast, and unapologetically intentional.

In this episode, Tobias Sparnaaij (Global Marketing Lead Masterbrand and Sticks Portfolio, Magnum) and Bruno Yanagui Gomiero (Global Planning Director, Lola MullenLowe) join host Dafni Prosalika (Partner, REBORRN) to uncover what makes this serially-awarded Marketing Factory so effective.

Watch to find out how a team of 13 people manages a multi-billion-dollar global flagship, the neuroscience behind "the drool factor," and the rare alchemy required to turn a lean client-agency duo into a powerhouse that wins big on the global stage.

In this episode, we discuss:

🎧 The Crack as a Sonic Distinctive Brand Asset (DBA):

From a post-production sound effect to a global brand system. How Magnum turned sound into a signal of quality, a media strategy, and a weapon to fight a 400% cocoa price increase. 

🎧 The Brief That Rewrites Itself:

Why the best briefs are not fixed on paper. How what started as a sustainability brief became a campaign against private label copycats and how continuously challenging one another is this agency-client 10-year recipe for success. 

🎧 The Lean Team Paradox:

13 people running a multi-billion-dollar global brand. How speed comes from structure and focus, and what a founder mindset in global FMCG actually looks like. 

🎧 Engineering Craving Before the Shelf:

How Magnum builds anticipation in a category driven by impulse. Designing every asset to start the experience before the product is even in hand. 

🎧 AI Needs a Role and a Reason:

Where AI accelerates thinking and where it compromises craft. A clear line between using technology to serve the idea and using it to replace it. 

🎧 Consistency Enables Risk:

Why long-term brand assets are what make bold creativity possible. The hidden system behind campaigns that seem to break the rules. 

Marketing Factories explores the world’s most effective marketing teams. Hosted by Dafni Prosalika (Partner, REBORRN). Produced by REBORRN in collaboration with Effie Europe and European Association of Communications Agencies (EACA).