This week’s guest is Kevin Lynch, a Creative Director at Oatly. Kevin and his team refer to themselves as the “Oatly Department of Mind Control”, which I think tells you a little something about their creative department…

Oatly, the billion dollar oat drink company out of Sweden, is a brand that loves to push the boundaries, and has truly mastered the art of capturing attention in an increasingly noisy world.

Or is it a noisier world out there?

Kevin believes that the marketing world isn’t actually getting noisier, it’s just that brands are just getting more predictable, leaving a huge open goal for those willing to take a more creative and bold approach, something that Oatly undoubtedly does extremely well.

Kevin and I spoke at length about building a challenger brand, winning hearts and minds in an industry filled with aggressive incumbents, responding to haters online, their wonderful “Spam newsletter” campaign and the value of great copywriting.

This episode is packed with takeaways for marketers and creatives, I hope you enjoy it. Let’s get to the show.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

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This week we’re talking to Melissa Rosenthal, one of the most innovative and accomplished marketing leaders going around.

That’s a big claim, but I think Melissa’s resume and track record support the claim. Melissa is currently the Chief Creative Officer at ClickUp, the 7th fastest growing company in America. ClickUp is an innovative workplace productivity platform, they’re currently valued at 4 billion dollars and have raised money from the industry’s top venture capital firms including Andreesen Horowitz and Lightspeed.

ClickUp is a B2B company that does brand, creative and marketing that feels like a B2C brand, and a lot of that is Melissa. I urge you to go and check out the ClickUp YouTube channel.

Prior to ClickUp, Melissa was part of the founding team at Cheddar, a fresh and internet-native take on financial news, which sold to one of the big cable companies for $200 million dollars.

Before that, Melissa led creative at Buzzfeed for over 6 years, managing a team of 100+ creatives and was involved in building out the branded content product, helping oversee over 3000+ campaigns from Fortune 500 companies resulting in almost 300 billion views.

All of that is to say—Melissa knows a thing or two about making great content for the internet. We had a great discussion, touching on how, or how not to go viral on the internet, how brands can tell better stories and what the rise of generative AI means for creatives.

Enjoy!

Links

- Learn more about Komo at https://komo.tech

- Vote for guests, submit feedback and win prizes at https://ownthemomentpod.com

- Follow the pod on Twitter: https://twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod/

#ownthemoment #ownthemomentpod #komotech

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Today’s guest is Jamie Peate, the Global Head of Retail Strategy and Effectiveness at McCann Manchester.

When Jamie and his team first won the Aldi account in the UK almost 20 years ago, the perception was that Aldi was, in his words, “cheap stuff for people with no money”. In simple terms: the perception of the brand was pretty terrible. Jamie told stories of mothers in focus groups saying their kids wouldn’t be seen at school with an Aldi brand snack.

Starting from a very low base of under 2% market share, Jamie and his team have successfully built out the Aldi brand over the last two decades, to the point where they’ve displaced a competitor in the “big four” biggest supermarkets in the UK by market share, they’re loved by a huge base of loyal customers and consistently winning awards for their memorable advertising work. Aldi now boasts over 10% of the market share in the UK. A truly remarkable feat and a testament to consistent brand and marketing work over a sustained period of time.

Jamie and I spent over an hour digging into the Aldi story, the strategy and insights that went into their perfect brand positioning, how their most famous campaign “Like brands, but cheaper” was born and just how a carrot called Kevin became their loveable (and extremely successful) brand mascot.

This conversation is filled to the bream with interesting stories and more importantly, insightful takeaways for creatives, marketers and brands. I hope you enjoy it.

The Own the Moment Podcast is brought to you by Komo, a Complete Customer Engagement Platform that helps brands cut through the noise and truly “Own the Moment”.

Links

- Learn more about Komo at https://www.komo.tech

- Vote for guests, submit feedback and win prizes at https://www.ownthemomentpod.com

- Follow the pod on Twitter: https://www.twitter.com/ownthemomentpod

- Follow the pod on Instagram: https://www.instagram.com/ownthemomentpod

#ownthemoment #ownthemomentpod #komotech

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This week we’re talking to Tom Goodwin, one of the most prominent thinkers and commentators on marketing, branding and business going around. He posts candid thoughts and sometimes contrarian opinions multiple times a day to over 700,000 followers on LinkedIn and consults many Fortune 500 brands on innovation, technology and transformation. 

Tom describes himself as an optimistic futurist, and is a bit of an expert on the topic of disruption. 

Even if you haven’t heard of Tom, you’ve probably heard one of his most famous quotes. It’s the one that goes like, “Uber, the world's biggest taxi company, owns no vehicles. Airbnb, the world's largest accommodation provider, owns no property”.

That was Tom, and I think that gives a real insight into what Tom is good at—making sense of what is really going on, and what it means for business and brands. 

We had an engaging chat about some of the big macro trends affecting brands and marketing teams today, from AI to TikTok, the Metaverse and social purpose. I hope you find it valuable.

The Own the Moment podcast is brought to you by Komo, a Complete Customer Engagement Platform that helps brands cut through the noise and truly “Own the Moment”.

Links

• Learn more about Komo at komo.tech
• Vote for guests, submit feedback and win prizes at ownthemomentpod.com
• Follow the pod on Twitter and Instagram

Hosted on Acast. See acast.com/privacy for more information.