Marketing Inspiration #40.2: Top Tips from Top Shiny New Object Podcast Episodes (Copy)
Your weekly dose of data-driven marketing insights - Advertisers Watching Ads
Marketing Inspiration on Advertisers Watching Ads - our show where brands watch other brands’ ads and discuss what they liked - and often, what they didn’t! - in partnership with Contagious.
As we look back on 2024, we’ve rounded up key marketing insights from our most watched episodes of Advertisers Watching Ads over the last 12 months.
“It’s just touching the heart. And when you touch the heart, you end up in the person’s hands when he or she will be doing the food shopping.” - Alexandra Illiashova, Head of Integrated Brand Communications Benelux, Danone
Heinz needs no introduction, so their advertising no longer needs to be about product benefits or even how that product is perceived in a household. Instead, the Stadium Heroes ad is about something deeper: an emotional connection and a feeling of belonging, focusing on the unsung heroes of football games. The result? Heinz may be peripheral, but it’s a non-negotiable part of the stadium experience.
“Nike is cutting through the proverbial crap. They’re doing segmentation through content and they’re coming off as genuine.” - Jens-Linus Lundgren-Widén, Head of Social Media, SKF Group
The “Winning Isn’t For Everyone” and “Running Isn’t Comfortable” campaigns from Nike have sparked a lot of debate, not least because they’re not aiming to appeal to “everyone” - but to a very “in the know” group of discerning, like-minded people. This gritty ad reminds runners that there are brands out there who understand them in ways others simply do not. Effective? Watch and see what you think:
“I don't think creating a massive billboard where the copy is as high as a building and then this tiny burger really lands the point particularly well.” - Toby Foy, Head of Brand, eBay UK
Burger King are known for their marketing stunts and unusual campaigns, but the Mega Stackers case study “Real Size Burger” was… a little confusing. Yes, it brings home the true size of the burgers, but is this done in a clear enough way through the medium chosen? See what you think and hear from our divided jury:
Many thanks to all of our guests:
Alexandra Illiashova (Head of Integrated Brand Communications Benelux at Danone), Nate Pinkston (Head of Growth, Retail Media, at Microsoft), Rasmus Rudnik Seidler Hansen (Head of Marketing Media at A.P. Moller - Maersk), Matthias Hanschke (Global Head of Marketing Transformation - Digital Strategy & MarTech at Henkel), Marie Feliho (Director of Customer Experience & Engagement at Virgin Media O2), Tony Holdway (Digital and Marketing Consultant), Jens-Linus Lundgren-Widén (Head of Social Media at SKF Group), Can Senses (MEA Media Manager at Haleon), Toby Foy (Head of Brand - Fashion at eBay UK) and Grant McKenzie (former CMO at Asahi Group).
Do you want to share your thoughts about these ads or suggest a new one for us to debate? Email us on hello@automatedcreative.net.
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