Uber. Extending the consumer brand into a B2B world
For Ep#3 in our B2B series, I'm joined by Michelle Lisowski, Senior Director for Global B2B and Partnership Marketing at Uber. We talk about taking Uber into B2B, the aspects of the brand that can extend and others that need to be augmented. This B2B Series brought to you by LinkedIn.
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25:00
Greg Hahn and Nicole Parlapiano with the story behind Tubi's new work
Greg Hahn, CCO of Mischief and Nicole Parlapiano, CMO of Tubi join me to talk about their latest work for the ad supported streaming service. The perfectly weird campaign suggests that if it's in you, it's in here.
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30:24
Planners guess how their favorite Super Bowl ads tested (it's hilarious)
What happens when three planners and an ad pre-tester get together to hear how their favorite spots rated? Needless to day, it's soul crushing and hilarious. Jaime McGill of DDB, Chicago, Andrew Tindall of System1 and Stephanie Ehui of TBWA/Chiat/Day, Los Angeles join me.
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1:05:39
Procell's B2B reframe: from price to buy to cost to replace
Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.
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39:55
The story behind Tinder's "It Starts with a Swipe"
Stephanie Danzi, SVP, Head of Global Marketing at Tinder and Mischief's EVP Strategy, Ed Gunn join me to share the story behind Tinder's reframing of its misplaced reputation as simply an app for hook-ups. Thanks to Tracksuit (affordable brand tracking) and The Master of Advertising Effectiveness (MAE) Program for making this episode possible.
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