The Brief

‘Effectiveness’ feels like the word of the moment in the world of marketing, but it’s so much more than a buzzword. It can bring value and reward to clients, agencies, and the people working in them. But it isn’t something that just lives on a slide in a deck, it needs to be baked into culture to be truly impactful. So, how do you do it and what are the risks of prioritising efficiency over effectiveness?

For this episode, we’re joined by Nick Milne, Chief Effectiveness Officer at The Ignition Room, and Ringo Moss, Chief Strategy Officer at McCann, to discuss the what, why and how, of building a culture of true effectiveness.

What we cover in the episode

• What do we mean when we talk about ‘effectiveness’
• Creating value for clients, agencies and people
• Why measurement shouldn’t just be at the end of the process
• Why everyone in a business should undergo effectiveness training – even HR and finance
• How long does it take to build a culture of effectiveness?
• Do agencies or clients own effectiveness culture?
• Why you can’t just 'turn on' effectiveness
• The biggest skill client-side effectiveness practitioners need to have
• Why McCann introduced an effectiveness ‘contract’
• Balancing short term performance with long term effectiveness
• Why the industry has to get back to value and outcomes
• What marketers need to know about effectiveness

About the speakers

Nick Milne is Founder of and Chief Effectiveness Officerat The Ignition Room and Go Ignite. Before founding The Ignition Room and Go Ignite, Nick gained his effectiveness experience at Samsung, where he had responsibility for customer and marketing analytics across Europe, and at O2, where he set up the Marketing Effectiveness function. Nick has also been a member of the IPA Effectiveness Leadership Group since 2016.

The Ignition Room is a marketing community designed to help marketers learn how to build a strong effectiveness culture by building a network of like-minded agency and brand side marketers, and by sharing challenges and experience to help overcome particular effectiveness challenges.

Go Ignite is the consulting arm where the team work directly with brands and agencies to design and embed effectiveness approaches, tools and solutions into ways of working.

Ringo Moss is Chief Strategy Officer at McCann. Heis a hugely experienced strategic marketing professional with a proven background in shaping and executing award-winning brand & comms strategies. With diverse experience spanning a wide range of communications roles, categories, and global clients, Ringo focusses on empirical marketing science to deliver effective communications and believes in the power of creativity to create unfair commercial advantage whether in B2B or B2C.

AI is one of the fastest evolving technological advancements, and its impact is being felt across multiple touchpoints, including search. Both frontend and backend, AI is changing the game when it comes to SEO and PPC, but what are the big challenges and opportunities?

In this episode, we’re joined by Tracey Pilon, Commercial Director at Microsoft, and McCann Media’s Katherine Ray, Business Director and Tom Williams, Senior SEO Director, to break through the jargon and uncover the current state of AI in search, what it means for marketers and brands, and what the future of search might look like.

What we cover in the episode

• The evolution of the SEO landscape
• How Microsoft is harnessing the power of AI
• Will fragmentation in search increase?
• The potential rise of zero-click searches (and why this might not be a bad thing)
• Why marketers need to consider the full funnel
• Using Copilot for creativity

About the speakers

Tracey Pilon is Commercial Director at Microsoft. With over 18 years of experience with one of the world leaders in technology, Tracey is an experienced leader in the digital industry.

Katherine Ray is Business Director at McCann Media. Kat has significant experience in Paid Search across a range of industries.

Tom Williams is Senior SEO Director at McCann Media. Tom is a passionate SEO Specialist with more than 13 years of experience, both agency side and in house.

In 2021, washable rug brand Ruggable launched in the UK after steadily growing in the US. With a big focus on filling the social feeds of millennials, the brand is looking to grow its audiences through new channels all whilst building trust.

Expanding your audience can feel like a challenge at the best of times, but as a relatively young brand operating on a global scale, there’s a lot to navigate.

For this episode, Ellis Bird is joined by Charlotte Ford, European Senior Marketing Director at Ruggable, and Sarah Warewinter, Managing Partner, Strategy, at McCann Bristol. During the conversation, they discuss the journey to expanding audiences, the importance of data, finding the right channels, and getting internal buy-in.

What we cover in the episode

• Ruggable’s journey so far
• How do you know when it’s time to start expanding your audience?
• Finding like-minded audiences
• Why you shouldn’t change your brand to suit a new audience
• How challenger brands can find connection
• Finding local relevance on a global scale (without being precious about your brand)
• How testing has shaped Ruggable’s strategy
• Building (and maintaining) trust as a D2C online brand

About the speakers

Charlotte Ford is European Senior Marketing Director atRuggable. With extensive experience across some of the biggest consumer brands including Heycar, Treatwell and Amazon, Charlotte is a specialist in brand and customer engagement. Passionate about brand building and solvingcomplicated strategic challenges, she joined Ruggable in early 2024 and has since led the way on growing audiences and channels.

Sarah Warewinter is Managing Partner, Strategy, at McCann Bristol. With a traditional planning background, Sarah is well versed in customer insight, research, brand management, creative and business strategy; and believes that brands need to be built on strong strategic foundations to develop amazing creative marketing. Her experience is channel agnostic, and she is passionate about making sure that brands use all available resources in the right way to connect with their customers.

In 2022, the Elections Act introduced a huge change for in-person voting – voters would now be required to present eligible photo ID at polling stations or face being turned away. The Electoral Commission had to find a way to clearly communicate the new ID requirements to the nation across a vast array of demographics, without impacting the public’s motivation to vote.  

The solution? Giant sticky notes.

For this episode, we’re joined by Susan Crown, Flick Duncan, and Kayley Almond to uncover the challenges the new law presented, the story behind the campaign, how they shifted behaviours, how they got the first ad out within 24 hours of the General Election being announced, and the incredible results the campaign has generated.

What we cover in this episode

• Where do you begin when trying to change the behaviour of so many demographics?
• Going down wormholes and the importance of segmentation
• Overcoming apathy and understanding barriers
• The importance of research and accessibility
• How the sticky notes stood out amongst 12 options
• Why the team were operating at severe risk early on
• The pressure of overcoming negative public opinions and getting the tonality right
• Finding longevity in the creative
• How the team go the first assets out within 48 hours of the general election being announced  
• Bringing the ‘warm and fuzzy’ to life-admin
• Finding the human touch (including hand written sticky notes)
• Key lessons in accessibility and inclusion
• Why post-campaign analysis is a must
• Connecting with key audiences
• The incredible results generated by the campaigns

Watch the ads

Voter ID: https://www.youtube.com/watch?v=WDU6_ZW-mRw

Voter registration: https://www.youtube.com/watch?v=HHb8lrjRPIY 

About the speakers 

Susan Crown is Head of Campaigns and Corporate Identity at The Electoral Commission and is passionate about encouraging participation in democracy. An expert in marketing, press, strategic, internal, and corporate communications, Susan as extensive experience in developing behavioural change campaigns.

Flick Duncan is Managing Partner at McCann, leading on some of the biggest household names. With a belief in building trusted, open and collaborative partnerships, she is dedicated to achieving ambitious, world-first creativity and growing industry-leading client servicing teams.

Kayley Almond is a seasoned Strategy Director at McCann, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people.

Somewhere along the way, travel got more about getting from A to B than recognising the role it plays in our bigger journeys. Determined to put the human touch back into train travel, the team behind Britain’s most extensive train network got to work building a new brand platform and launching an emotional film. But what have they learnt from it, what was the impact, and what’s next for CrossCountry?

For this episode, we’re joined by Colette Casey, Customer and Commercial Director, and David Mullins, Head of Brand Communications and Digital Strategy at CrossCountry, along with Vince McSweeney, Chief Creative Officer, and Haydn Russell, Associate Director at McCann.

What we cover in this episode

• The story behind the brand platform, ‘Take Us On Your Journey’
• The importance of bringing the human touch to rail
• How the platform was brought to life creatively
• Navigating industry challenges whilst launching a new brand platform
• The importance and impact of fluency and distinctiveness
• Why an advertising agency helped design a new look for trains
• What’s next for CrossCountry

About the speakers

Colette Casey is Customer and Commercial Director at CrossCountry. With extensive experience in marketing, sales, quality management and commercial roles, Colette has been central to the development of the brand as a long-distance operator over the last three years.

As CrossCountry’s Head of Brand Communications and Digital Strategy, David Mullins leads the marketing department of Britain’s most extensive network. Since joining two years ago, David has shaped CrossCountry’s brand communications, customer data intelligence solutions and digital strategy.

Originally from Melbourne, Vince McSweeney moved to the UK with his family in 2010, and in the blink of an eye, now finds himself quite a bit older and Chief Creative Officer at McCann. With brand experience in all sectors and disciplines, creative leadership for Qatar Airways, and a long list of national and international client wins to his name, Vince has also seen his work recognised at all major international award shows. Including Gold at Cannes for Mastercard and Dexcom

With 13 years of experience in category, brand, and communications research, Haydn Russell develops research programs and leads strategic insights for global and local clients at McCann. He supports the CrossCountry team in audience understanding, communications development, emotive positioning, and brand health measurement, collaborating closely with both internal and client teams to achieve impactful results.

A few years ago, advertising got pretty serious, and for good reason. But now the industry is rediscovering its funny bone as brands look to create laughter, joy and connection with audiences. There’s even a new humour category at Cannes this year. But why is it making a return and how do you ensure your work is ‘laugh with’ rather than ‘laugh at’?

For this episode, we’re joined by Zane Radcliffe, Executive Creative Director at McCann Bristol, and Will Studd, Director of Animation at Aardman, to discuss the impact of humour, the stories behind the work, and how to get those authentic laughs.

What we cover in this episode

• Looking back on the humour-fuelled 90s and why purpose took over
• Why humour is making a comeback
• How humour informs Will and Zane’s work
• The story behind the latest ad for VOOM Nutrition
• Why big belly laughs aren’t the only goal
• Finding the right funny for your sector (and knowing when to be serious)
• Will and Zane’s favourite humorous ads

About the speakers

Will Studd is an award-winning Animation Director at Aardman. He has worked on projects for some of the worlds largest brands including Nike, Johnson & Johnson, Kraft, Heinz, BBC, GlaxoSmithKline and many more.

Will also holds the Guinness World Records for smallest and largest stop motion films created, and a whole host of other awards including Cannes Lions, BAA, British Arrows Craft Award, Kinsale Shark, and RTS awards.

Zane Radcliffe is a multi award-winning Executive Creative Director and writer with nearly 30 years experience creating campaigns for national and international brands. His work at McCann Bristol for clients like Refuge, Waterstones and Motability has won 5 Cannes Lions, 12 Creative Circle awards and pencils at D&AD and One Show. His work is often imbued with humour, including famous campaigns for Tango, Pot Noodle and John West. Zane is the author of three novels published by Black Swan. His debut won the WHSmith 'People's Choice' Award.

About Aardman: Aardman is an independent, multi Academy Award® winning studio, based in Bristol.  For over 40 years, Aardman has entertained the world, creating much loved characters such as Wallace and Gromit and Shaun the Sheep. From feature films and series, to advertising, games and interactive entertainment, all Aardman’s content is built on four pillars: bold comedic ideas, relatable stories with global appeal, characters with heart, and a passion for craft.

The UK has faced its fair share of challenges in recent years, and the uncertainty is set to continue. It may feel all doom and gloom, but there’s more in the marketer’s control than you might think. So, how can you begin to build your futureproof strategy?

In this episode, Ellis Bird is joined by our media team’s Nicola Daniel, Managing Partner Strategy, and Sarah Clarke, Senior Data & Strategy Director, to understand how consumers are behaving, what this means for media budgets, and diving into the three-step framework that will help brands maintain traction with their target audience.

What we cover in this episode

• How consumer confidence has changed
• Why recent learnings show we’re in uncharteredterritory
• What are the shifts in consumer behaviour and where do they stem from?
• The rise in comparative searches
• Why brands need to consider how consumerjourneys may have changed and how to lean into it
• How to make the most of your media budget andprotect it for next year
• Why staying present in difficult times can payoff in the long-term
• Why marketers need to lean into data
• The three-step framework to help you get started
• Why brands need to ‘keep their pants up’

Read the white paper here

About the speakers 

Sarah Clarke is Senior Data & Strategy Director at McCann Media. Passionate about the “why” behind human behaviour, Sarah uses behavioural science combined with data and insights to craft strategic business solutions that drive growth, both for now and in the future. This ensures that the right businesses connect with the right people to solve consumer problems and drive commercial impact. 

Connect with Sarah on LinkedIn.

Nicola is Managing Partner, Strategy, at McCann Media. A highly accomplished, collaborative, and curious media and comms practitioner, she believes business growth and effectiveness comes from blending the art and science of marketing to unlock the magic that fuels unforgettable comms. 

Connect with Nicola on LinkedIn.

Did somebody say….

Yep, we can probably all finish that line (although maybenot in tune).

What if we said “Kevin!”

The nation’s favourite carrot likely springs to mind (alongwith the line, “that’s huge, Willy!”)

Brand assets have the power to promote quick association and build brand recall. But how do you get started with creating them? What’s the secret formula to building brand assets that are truly distinctive? How do they impact effectiveness?

For this episode, we’re welcoming Jon Evans, Chief Customer Officer at System1, alongside McCann’s Jamie Peate, Global Head of Effectiveness and Retail, and Kayley Almond, Strategy Director, to uncover the stories and strategies behind the biggest brand assets.

What we cover in this episode

• Defining brand assets
• The impact on effectiveness and why fame matters
• The importance of having “a thing of it”
• How and why Kevin the Carrot came to be
• Being in the business of light entertainment
• The journey to creating assets that achievefame, fluency and feeling
• Sustaining brand assets
• The impact of cultural moments and seasonality
• Avoiding ‘vision vampires’ and the role of celebrity in brands
• The power of nostalgia and bringing backdistinctive assets
• Brands can change, but they need an anchor
• Who’s doing distinctive assets well

About the speakers

Jon Evans, Chief Customer Officer at System1, is an experienced commercial leader with a track record of delivering substantial growth across a large number of brands. His previous experience includes a short stint as CMO for Brewdog, Marketing Director at Suntory leading some of the UK's most iconic brands, on the Board of Purity Soft Drinks, a private equity-backed soft drink business, and working for Britvic Soft Drinks running a 'Seed Brand Unit' in conjunction with Pepsi. Jon also hosts the ‘The Uncensored CMO’ podcast.

Jamie Peate, Global Head of Effectiveness and Retail at McCann, has helped to drive a culture at local, regional and global levels that holds creativity and effectiveness central to all of the agency’s output. His strategic approach to the Aldi account exemplifies his approach – long running campaigns such as Like Brands and Kevin the Carrot have reaped benefits for the client and helped redefine the grocery sector. 

A proud northerner and champion of creativity in Manchester, Jamie got his first taste of retail at his parent's shop near Blackpool. He first joined McCann Manchester as a recent graduate before forming his own insight and innovation agency Blue Banana in the early 1990s. When the agency became part of McCann Manchester 20 years later, Jamie returned as Director of Strategy and Insight.

Kayley Almond is a seasoned Strategy Director at McCann, celebrated for her innovative thinking and passion for igniting creative sparks that help businesses meet their growth potential. With over a decade of experience shaping impactful campaigns for esteemed brands like Hargreaves Lansdown, Lancome, and the Electoral Commission, Kayley approaches her work with humility and a desire to connect with real people.

The ever-changing tides of B2B have left brands siloed, board rooms nervous, and marketers struggling to balance the short and long term. However, amongst the challenges lay plenty of opportunity for change.

In this episode, Ellis Bird is joined by Greg Aris and Colin Gray for an honest conversation on the priorities and pitfalls of B2B marketing. From closing the historical sales and marketing gap, to building reputation and breaking down siloes and everything in between.

What we cover in this episode:

• What shifts have we seen in the world of B2B?
• Why customer experience is overtaking purpose
• Building a culture of reinvention
• The importance of balance and connecting the dots
• Surviving the immediate storm whilst building a foundation for future growth  
• Why it’s time for B2B marketers to stop the ‘rinse and repeat’
• What’s your story and is it breaking down or creating siloes?
• The emergence of the B2B ecosystem
• The role of reputation

About the speakers:

Greg Aris, managing partner, heads up the B2B practice within McCann, where he is currently working with clients on a range of projects from redefining product architecture, creating business model propositions and reputation rebuilds for a range of clients.

Follow Greg on LinkedIn

Colin Gray, Managing Partner Strategy, is a hugely experienced strategic marketing professional and LinkedIn Top Voice. He has diverse experience spanning client-side, creative and media agency roles, which enables joined-up thinking and means B2B decision makers are firmly at the heart of the solution.

Follow Colin on LinkedIn

Love it or hate it, data can drive commercial, creative and customer value when done well, or it can make life a lot more difficult when done badly. What was once a step in the process to deliver communications is now a product in its own right, but let's be honest - it can feel like a dark art shrouded in mystery.

Luckily, Morag Glaister and Kevin Murphy are on hand to simplify the complex and bust the data myths holding you back. From breaking down the different types of data, right through to quick wins that can unlock hidden value, this episode of The Brief is the perfect introduction to taking control of your data.