In this episode, Dom uncovers the ingredients that go into making Cadburys marketing some of most effective on planet earth, with Cadburys VP Marketing GB David Clement, and VCCP Group Director of Planning Geth James.

In this episode discover:

· Why Cadburys pivoted from the famous ‘Gorilla’ – to even bigger success

· How a single qualitative insight can deliver hundreds of millions of extra revenue

· A top example of how to brief a creative agency

· How to know great work when it’s presented

· Why it’s better to focus on collaboration than creativity

· Why the UK’s No1 Xmas campaign‘ Secret Santa’ works because it does everything wrong

· What marketers can learn from Jimi Hendrix and trance music

·The effectiveness elements that create an IPA Effectiveness Grand Prix and Silver winner

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In this episode, Dom welcomes Jo Arden, CSO and IPA Effectiveness Awards Convener of Judges and leader of the IPA effectiveness Group. Together, they delve into the world of marketing effectiveness, focusing on the prestigious Broadbent Award.

This award is given to brands and agencies that demonstrate the strongest dedication to marketing effectiveness rigour, akin to winning the Champions League for brands.

Jo shares insights into the rigorous judging process of the IPA Effectiveness Awards, highlighting the importance of an unbroken chain between marketing actions and their outcomes

The episode features discussions on notable award-winning campaigns from brands like McDonald's, Cadbury's, and Diageo, showcasing their commitment to long-term brand building and strategic marketing.

Whether you're a marketing professional or simply interested in the world of advertising, this episode offers a deep dive into the principles and practices that drive marketing excellence.

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

As Marketing Professor, and business Columnist of the year and successful entrepreneur founding the Mini MBA programme, Mark Ritson has spent his whole career on the marketing effectiveness frontline.

In this candid episode we hear:

 What real marketing strategy looks like in 3 words

 Why simplicity is everything

 Why most brands get positioning wrong

 How advertising is overrated

 How brand mangers become blind to their brands

 The key to building price power, and why its more important than sales

 The limitations to Ehrenberg Bass and why he rates Kantar BrandZ’s model

 Why he writes his Marketing Week columns in an hour – and why he can’t stop

 The one thing marketers should focus on to increase impact

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