The Brief
by McCann
Latest episode
The Brief Ep26: Seven years of Admouth: how emotion became Admiral's…
The Brief Ep26: Seven years of Admouth: how emotion became Admiral's…
About this podcast
Join the McCann creative community as we analyse and address the opportunities, challenges, and changes faced by marketers, and share stories and lessons from some of the biggest advertising and marketing campaigns.
Episodes
The newest 20 of 27 episodes
- The Brief Ep26: Seven years of Admouth: how emotion became Admiral's competitive advantage · 39 min · Season 1 Episode 26For many insurance brands, marketing follows a familiar forumal: price, product features and category conventions. Admiral chose a different route, putting people at the heart of…
- The Brief Ep25: Jammie Dodgers LIVE at MAD//North - Keeping a 70-year-old brand young at heart · 18 min · Season 1 Episode 25How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? In this special live episode of The Brief, recorded at MAD//North, we share the story behind…
- The Brief Ep 24: Beyond the buzz - how DioniLife is redefining the 'no & low' space · 52 min · Episode 24The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture. In…
- The Brief Ep 23: The Brief Unwrapped – A Year in Review · 16 min · Season 1 Episode 23In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the…
- The Brief Ep 22: The power of play – achieving creative effectiveness · 25 min · Season 1 Episode 22What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an…
- The Brief Ep 21: Flavour raver – how Crumpton Oaks is remixing the cider category · 54 min · Season 1 Episode 21Forget rolling hills and apple-picking clichés, Crumpton Oaks is redefining the cider game! From the bold 2022 Straight Outta Crumpton campaign, a clever twist on N.W.A.'s iconic…
- The Brief Ep 20: Fight the FOMU – tapping into the emotion behind B2B relationships · 51 min · Season 1 Episode 20We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal…
- The Brief Ep 19: Coral Care – the story behind the world’s first reef nourishing sunscreen · 37 min · Season 1 Episode 19An estimated 14,000 tons of sunscreen end up in the world’s oceans every year, and as many as 80% of ordinary sunscreens contain chemicals that contribute to coral bleaching and…
- The Brief Ep 18: Escape mode – tapping into the $9.7 trillion escape economy · 44 min · Season 1 Episode 18Whether it’s small moments throughout the day, or a big adventure, the need for escape is a fundamental human behaviour which has resulted in a $9.7 trillion economy. One that…
- The Brief Ep 17: Compound creativity – the power of consistency with System1 · 1 h 1 min · Season 1 Episode 17As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA shows that consistency is key when it comes to effective advertising. As we enter…
- The Brief: 2024 in review · 12 minIn this special year-end episode of The Brief, host Ellis Bird looks back on some of her favourite moments from the podcast in 2024. Reflecting on the most impactful discussions…
- The Brief Ep16: Ignite success - how to build a culture of effectiveness · 50 min · Season 1 Episode 16‘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…
- The Brief Ep15: Copilot wrote this title - AI-powered search unleashed with Microsoft · 52 min · Season 1 Episode 15AI 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…
- The Brief Ep 14: Beyond the millennial - expanding audiences and building trust with Ruggable · 44 min · Season 1 Episode 14In 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…
- The Brief Ep 13: Note to self – how the Electoral Commission changed the nation’s behaviour · 51 min · Season 1 Episode 13In 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…
- The Brief Ep 12: Creating connections – how CrossCountry is bringing the human touch to rail · 49 min · Season 1 Episode 12Somewhere 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…
- The Brief Ep 11: Funny Bones - is advertising rediscovering its sense of humour? · 32 min · Season 1 Episode 11A 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…
- The Brief Ep 10: Futureproof your framework - how to market in an economic downturn · 34 min · Season 1 Episode 10The 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…
- The Brief Ep 09: Kevin the carrot and co - the journey to distinctive brand assets and how to build them · 54 min · Season 1 Episode 9Did 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 Brief Ep 08: Balancing B2B – how to weather the storm whilst building a foundation for growth · 29 min · Season 1 Episode 8The 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…
