On the Spot Live in NYC: Three Strategists. Three Campaigns. One Winner. So fun.

0:00Veronica Thew: This series is brought to you by TrackSuit. TrackSuit is the affordable, always-on brand tracking tool that helps marketers and agencies answer the question, is what we're doing working? Companies pay$100 ,000, which I still can't believe, or even more, for brand tracking, which is out of the question for most modern brands. Their in-house research experts do the heavy lifting using best-in-class practices to craft your survey and get you results fast. Tracksuit gives you brand tracking you can afford. Check them out at GoTracksuit.com. That's GoTracksuit.com. And by System 1, what if you could predict whether an ad or product or an idea was going to connect with consumers and be successful?

0:50Veronica Thew: even before it launched. That's where System One comes in. They're the creative effectiveness platform that uses emotional measurement and norms to help brands predict what will truly drive growth and how to further improve it. From new product concepts and packaging to Super Bowl spots and social campaigns, System One enables you to create with confidence across all of your creative. To learn more, check them out at systemonegroup.com. That's systemonegroup.com. So welcome to On The Spot. It's where planners talk about brands they love but never worked on. I have been doing this show, this episode.

1:34Veronica Thew: It's an episode we do once a month on the spot. And I've been doing it now, I think, about a year and a half, roughly. I have always wanted to take it on the road. So it has been brilliant in our third year of doing the live tour that we are now taking it on the road. We've recorded two episodes so far, one in Austin, and today's episode is the one that we recorded at Johannes Leonardo in New York City. It has been just a joy to do this show. You know, planners and strategists, we many times get involved in reflecting on pretty heady topics. and sometimes we just need to have fun. Still learn a little, but have fun.

2:19Veronica Thew: And that's what this is really all about. It's going from city to city and bringing the community together. In New York City, we sold out. I think we sold, I think it was 220 tickets to come to this show. And it was just an amazing experience. Johannes Leonardo has this beautiful office and you'll see pics posted online about this event. They have these amazing, majestic glass windows that are just ornate and beautiful, very church-like, but they're not that at all. It was actually apparently a former lawyer's club on the 22nd floor of the building, the top floor of the building, but looks extraordinarily ornate.

3:06Veronica Thew: And they were generous enough to host us. We really, really appreciate them doing that. What you're going to hear today is three strategists pitching you campaigns they love, but they've never worked on, nor has their agency worked on. Each of them get five minutes to pitch their campaign, and then the audience gets to ask questions and the panel gets to ask questions. And it's just a ton of fun. And it was just everything I want this particular episode to be each month really came to fruition. here in New York and the one you're going to hear. We have three great strategists. Veronica Thu is head of strategy at Mother New York.

3:46Veronica Thew: Jonathan Daly is joint head of strategy for Johannes Leonardo. And Ellery Luce is EVP strategy for Mischief. They each are going to present campaigns. And then at the end of it all, the audience votes. And the winning strategist gets a beautiful coveted trophy that we give away at each of these shows. Now, we're doing it again on Wednesday, October 28th in LA. We're going to be at TBWA Chiat Day at 5.30 on Wednesday, October 28th, which is roughly two weeks away from now. And again, in that situation, three new campaigns, three new strategists, and one winner. The three strategists in Los Angeles are going to be Tom Sussman, CSO, TBWA, Chiat Day.

4:33Veronica Thew: Lee McCann, Chief Strategy Officer at InOcean in the LA area. and Mark Pardy is head of strategy for 72 and Sunny in Los Angeles. So we're really excited to see what these guys pitch to us when we get to LA. For LA tickets, you can go to our website at onstrategyshowcase.com. You'll see the live tour tab on the homepage and you can get your tickets there. I love it when CSOs and heads of strategy make it a sort of a department trip because it's fun and it's a way to bring everybody together. It's great when the CSOs and heads of strategy can try and make that happen and encourage their strategy departments to come along.

5:14Veronica Thew: And as a strategist, we're not just talking about brand strategists and comms strategists. We're talking about everybody involved in the field of strategy, from social to media, to all the other varieties. We would love to have everybody come along to this. And it doesn't hurt, of course, to have our creator friends join us too. So here is our conversation, our on-the-spot event, we'll call it, live at Johannes Leonardo in New York City. Veronica Thu, Jonathan Daly, and Ellery Luce are on the spot. Enjoy. Welcome to On Strategy Showcase. I'm Fergus O 'Carroll in New York City.

6:10Veronica Thew: Tonight we're doing On the Spot. It's where planners talk about brands or campaigns they love but they've never worked on. They cannot bring to the table a campaign that came from their own agency. It has to be something outside of that. And maybe we'll eventually get to people pitching the work that they've done themselves. But it's just sort of fraught with confidentiality issues that we're kind of starting it this way to begin with. So we've got three strategies, three campaigns, and one winner. And the winner will be voted on by the audience. And the winner tonight is going to get this phenomenal award that is handed out.

6:55Veronica Thew: And it says on here, this coveted recognition is yours. You slayed the cynicism of planners while pitching someone else's work. your family will be proud so I wrote that myself, thank you very much so that will be handed out, I wanted to thank the Effies, I wanted to thank System One and I wanted to thank Tracksuit for being the supporters of this live tour we're doing this in 11 cities so we get around pretty much is the way we do it, now I just got handed this, this This is Jameson. Colin Cavanaugh is the CMO of Pernod Ricard. He just handed this to me. He's somewhere in the room. And he gave me this because we've actually started drinking on this show, doing this particular episode, which we do once a month.

7:49Veronica Thew: So this apparently is the best contributor to my love of old fashions. So that's going to be featured heavily. They're not a sponsor. We do not actually. Maybe I should turn it away. so let's talk about who's going to be at this table I have a judging partner, a creative judging partner and she's going to join us now, it's Grace Martin creative director here at JR

8:21Veronica Thew: our three strategists are Veronica Thu am I pronouncing that right? come on up Veronica

8:37Veronica Thew: For those of you who don't know, she's head of strategy at Mother. I think everybody basically knows that. Ellery Luce is EVP strategy of mischief.

8:48Veronica Thew: Jonathan Daly is head of comm strategy at JL.

8:59Veronica Thew: Now, those of you who know the show, this particular On the Spot episode, which we do every month, I have what I call the conscience of the show every month. And those are people who give us a dose of reality. So as strategists, we enjoy sort of thinking about things at a certain altitude. And sometimes we need to be brought down to reality. And I'm not saying that these brands always reflect the reality. We all have our issues with tracking and with ad testing. But it's really fun to hear some of the context around it and to recognize that it can be incredibly helpful when you get into the conversations behind the findings.

9:38Veronica Thew: So our two folks that are the conscience of the show tonight, Julia Morgan from Tracksuit. Woo!

9:49Veronica Thew: And a first time on the show person, Josh Fritiker from System One.

9:59Veronica Thew: Okay, so what we're going to do is each of these campaigns was tested, each of the ads. So System One has the golden envelope that actually exposes us to what the actual score was. So I'll just do a little lead into this, which is System 1 scores on a score of 1 to 5.9. Okay? 5.9 is the top score. We're going to guess what that score was, and then I want you guys to guess by a show of hands, and we'll do it in a second. I've called these three strategists together. They were kind enough to do this. and I asked them just simply to pick a campaign that they love. Nobody in this room, except for the people around this table, know the campaigns.

10:48Veronica Thew: So you're going to be all seeing them for the first time. They have five minutes to make you love the campaign as much as they do. I've given them each five questions and they're going to answer the five questions, not in a linear fashion, but throughout their decks. and they're going to be playing some of the creative work from the campaigns. So we're going to be, we have them on a clock that's in front of me here. I'm going to pause the clock while the spots are playing. So, you know, that doesn't count towards their five minutes. But each of them will stand up, go to that podium over here and present to you.

11:25Veronica Thew: And then we're going to ask each other questions as we go through it. At the end of the three presentations, we're going to ask you to vote on the campaign you love the most. and then we're going to do this and judge it by how loud the clap is. The clapping. And so that's what will happen. So the loudest clap wins the actual trophy. So we're going to kick it off with our first campaign.

11:50Ellery Luce: Come on, Vera!

11:52Veronica Thew: It's Veronica. Veronica!

11:59Ellery Luce: Well, I just want to start. Don't turn that clock on. I want to tell you I need your support. emotionally, like personally. So I know it's late. Stay with me. This is for you. Okay? Okay. Let's go. The year is 2010. There's something called Fitbit. It's the 2010 gadget accessory of the year and what they call it is a pedometer on steroids, but it does so much more. Can you imagine? It's technology that tells you how far you've walked. People don't even know, unless you're in Japan that you're supposed to walk 10 ,000 steps a day. The year is 2012. Nike Fuel Band introduces the idea of quantifying your performance.

12:42Ellery Luce: This revolutionizes lives. This changes our relationship with fitness and well-being. Then fast forward. It's 2024. 69 % of U.S. adults are already tracking at least one health indicator. It's anybody's game. We've got both risks covered. Apple's got about half of the category, but oh my god, look how long that list is. Everyone is fighting for a piece of this pie. We are quantifying. Our technology knows everything about our heart rate, our stress, our sleep, our steps, our VO2 max, and we're scared. Doctors are wary of wearables. People are asking, has health tracking gone too far? Someone said I covered my body in health trackers for six months and it ruined my life.

13:32Ellery Luce: We've entered the matrix and we are panicking and thinking maybe we should turn back. And then it's 2025 and a company called aura ring says, wait, hold, whatever. They need to combat wearable wearout, and they think they can mainstream this radically new form factor in health optimization, which seems insane, considering the overwhelm, the glut of data that we are all experiencing, and yet they're not wrong.

14:07Veronica Thew: Were they the only one at the time? With the form factor? With the ring.

14:12Ellery Luce: Yes. Yes. Yes, hence Gollum. And they are not wrong. Because the truth of optimizers, they're always trying to optimize their optimizing. And the way that I think we can identify this group of people is essentially it's a massive group of any high-performing adult. I'm going to say 24 to 65. If there's a way to improve on optimizing, that is literally the nature of the beast. But I think the beauty of what Aura did right here is they actually dug beneath this behavior of optimizing and got honest about it. I think the best strategy is take an uncomfortable truth and air it out. They take it head on.

14:55Ellery Luce: And the truth of optimizing is that people were starting to optimize themselves out of a life. They were optimizing so much that they were cutting back on things like dining and travel and entertainment in favor of exercise. That's disgusting. they were treating themselves like lab rats this person said from the moment i wake up i begin tracking i track my steps calories burned sleep quality period and ovulation that's fine i track my runs on strava and my heart rate blood oxygen and performance zones sometimes i track my food protein goals and how much water i've drunk in a day and i think all of this is basically an obsession with not dying instead of actually living.

15:37Ellery Luce: And so the beauty of what Aura did in the way that they brought this ring to market, they could have just said, oh my God, this thing you've been doing with your wrist, now you do it with your finger. That sounded insane. But stay with me. Instead of talking about the incredible utility of this product, come back. This is what my kindergarten teacher says, come back. Okay. Instead of talking about the incredible utility of the product and any of these product features, essentially what you're optimizing, they did the beautiful reframe around why. Why do we care about this? What is the purpose behind our optimizing?

16:18Ellery Luce: And it is simple. We want to be very alive for a very long time. And that is the heart of this beautiful 60. I'm just gonna make a try.

16:44Jonathan Daly: Let's go, one on one, game seven. I'm gonna beat you in my left hand.

16:54Ellery Luce: Should've seen this one coming. Kiss my aura.

17:00Let's try it.

17:30Ellery Luce: Pretty good.

17:35Ellery Luce: so this platform is called give us the finger and it's a simple very subversive piece of language it's grounded in the form factor but that's as deep as it gets with product otherwise it features people who have lived a rich interesting life that is highly aspirational there is actually We know that now the greatest luxury is living a long time. And I think ultimately all everybody wants is to know that they lived well. So this language speaks really beautifully to that. Live fast, die old. Go ahead, live a while. They also extended this platform into the real world. They did activations where there were people hailing cabs.

18:18Ellery Luce: And really leaning in, I think, to the semiotics of the finger. Which I think is really smart. It's very simple. it's highly subversive, right, to be giving the finger, and I think it's very smart that they owned the language in that way. And it also, it's very rare for a brand to have a shorthand that's essentially just like iconography and something anyone can do. It almost feels like a movement. I thought the pivot into foam fingers at the Knicks was just an obvious and brilliantly simple way of extending this into a cultural moment. Go Knicks. And then, you know, all you need to do is see that and you get it.

18:58Ellery Luce: And there's an attitude in the art direction. And what I think is very smart as well is that apparently that's the finger that gets you the best biometrics. But they didn't talk about that. They knew how exhausted we were with the science of it all. And so it flexed. It was, you know, it also elevated, I think, folks who've lived a long time. And we don't see enough of those folks in advertising. so I thought it was beautiful thought it was really effective and strategically very smart that's I think all I got

19:39Veronica Thew: all right grab a seat so who did the aura work does anybody know who's the agency

19:48Ellery Luce: Terry and Sandy it's nice

19:52Veronica Thew: Nice and Frank.

19:53Ellery Luce: Nice and Frank. Lots of ampersand.

19:59Veronica Thew: Any questions from the audience before we pick it up here? Raise your hand if you have a question. I see one. There's a question right here.

20:08Jonathan Daly: A quick one. How critical do you think the line was, the campaign line, and do you think it would work without that line?

20:15Ellery Luce: Great question. I think the line gave it the tone and honestly that gesture that I think made it feel like more than a campaign and like a movement. If it were just about a life well lived, it would have been nice, but it would have lacked the edge and the swagger that made it very cool.

20:40Veronica Thew: Any other questions in the audience? This lady right here will bring the microphone to you. Anybody else got one? Just raise your hand so we know you're next.

20:50Ellery Luce: So in this day and age that we live in, I feel like a lot of people are skeptical about technology monitoring, our every move and our every heart rate. So how do you think this particular ad solved that skepticism for people watching? I think by not making it about the measuring, they actually bypassed it altogether. And they focused on the benefit as opposed to the technology.

21:16Veronica Thew: All right. So here's a couple of thoughts, and then you guys can please jump in. So my thing was, I love the work. I love how distinctive it is. I love the tone of it. I love everything about it. But I wondered, there's two different campaigns. There's the one you showed that has a target I'm unsure of. But then there's what they describe as a sort of a Gen X millennial campaign that's different. That's called Ring True to You. which is running at the same time. So I'm like, I love the platform for an older audience, but does it have to be showing older people? Why can't that be relevant for everybody?

22:00Ellery Luce: I think it is. And when I've seen the Ring True to You work, I thought that was just launching the ceramic ring, like more specific product advertising. And like I presented as though it were my own work, I think that this optimizers optimizers who are optimizing, they're optimizing, right, are aspiring to be those older people. So by featuring those older people, you are capturing a 24-year-old who wants to be that person one day and knows that the ring is going to be part of how they get there. So I think, yeah, it's a bit of a hack to use the older folks. That was the same thing with Street Easy.

22:36Veronica Thew: I had the same question about Street Easy.

22:38Ellery Luce: Yeah, I realized after the fact that there was a bit of a parallel there between Long Live New York and, yeah.

22:43Veronica Thew: Okay, Elra, what did you think of the work?

22:46Ellery Luce: I mean, I think it's very fun. I loved your story, too. I think it's great. The question I had was, like, do people get it? I think we're about to find out. Yeah, because I think that it's, like, it is really clever. Like, there is an interesting strategy there, but it's one of those where it's, like, you have to be really thinking about this tension every day that the whole world is so true, but to that everyday person, are they really caught up in the tracking? And are those people already open to the category who are tracking like crazy? Yeah, two things on that. One, I think the story I told may not be the actual story.

23:29Ellery Luce: I have no idea. We're all there. I don't know. But so I don't think it depends on understanding that part of it. But I do think that the folks who are the optimizers are the ones who are more likely to read. They are more likely to be educated, etc. So a bit of a headier concept is going to be for them. In the same way that I think the anthropic, the first anthropic work was for a certain type of person.

23:55Jonathan Daly: As an optimizer, I literally stopped wearing my whoop last year because I'm too gay to be walking around looking like Wonder Woman with two bands on my wrist. No, like I had the same question like I got it intellectually um but there is um I think I think your your rationale was what was right in that there are some optimizers who are doing it to get to that like you know last 10 years of health right which is like the most valuable 10 years you can have or you have like the idiots like me who are doing it to be like jacked and to prove that they're like you know not in their middle age. And so I do wonder if that was kind of the reason, in addition to product advertising, for having two streams of work running at once to speak to both audiences.

24:50Jonathan Daly: But I loved your story.

24:53Veronica Thew: All right. So Grace, you want to add anything? Sure.

24:57Ellery Luce: Love, give it the finger. Give us the finger. Give us the finger. I also, I feel like I was thinking I want to see what year two of the work is because I felt like because there was almost two things going on of we want you to live young and this attitude thing. I like how they did that, but I felt like the strategy was showing in the actual ad. And the fact that they have a young girl on a bench at the end get up and run, I'm like, okay, we see what the client was like. But it's for the young people to want to live old. But I do like it, and I want to see what year two would be because I think it's very interesting.

25:33Ellery Luce: I agree with that critique.

25:34Veronica Thew: All right, so let's go around and give us scores for this one, and we're going to ask the audience, too. So, Ellery, which spot did we test, by the way, Josh?

25:43Ellery Luce: Give us the finger.

25:45Veronica Thew: Give us the finger. Okay, give us the finger.

25:48Ellery Luce: I think it's going to... I feel like it would do better than my usual.

25:52Veronica Thew: You gave a 2.0 and 2.0 the last time.

25:55Ellery Luce: I know, I know. I'm aware. Three.

26:00Veronica Thew: Three. Veronica.

26:01Ellery Luce: 2.5

26:04Veronica Thew: 2.5 Jonathan

26:07Jonathan Daly: Because it should appeal to a wider mat wrap sample I'm going to give it a 3.8 Nice Grace

26:17Ellery Luce: I really want to be right 2 I don't know 2.7

26:27Veronica Thew: 2.7 Julia 2.9 I'm going to go I'm going to go 3-6 Wow Because it sort of Strikes that good sort of National rep It's emotional Alright Okay Category average in connected fitness Is a 2.2 How is that possible? I always hate that So bizarre that they're that low These are all very functional

27:00Ellery Luce: categories. Do you enjoy the road when people stay? We're scared of tech. We hate tech. Would the iWatch also

27:08Veronica Thew: be in that range? Is that considered part of the same category? The Apple Watch? Yeah, that would be connected to fitness. Wow, Jesus.

27:16Ellery Luce: We just saw, right, the whole category is literally what you just described. It's like stats hitting you over the head. The category is on the low side. Life stats, Jeff. Give us the finger, NatRep scored a 2.0. Wow!

27:34Veronica Thew: Why do we make advertising anymore?

27:36Ellery Luce: I don't feel good about being good at this, by the way. It's not like a fun thing. If it ain't rude, don't fix it, Ellery. Interestingly, I think you got, I mean, if you got the audience right and the strategy right, this is what we're seeing in the data. So old people, despite there being mainly old people in the ad, got a 1.1 with 55+. Wow. Some of it's also like, there's some fear around getting old and stuff, and that came through. That's how my mom is. She's afraid. People don't want to think about it, right? With 18 to 34, it was a 2.7. Yeah. So it is actually, it seems like it's targeted to young people and resonating with them.

28:10Ellery Luce: I had a 2.7 in that. I also think there is something about like, if you know the brand, you don't need any of the functional stuff in there and then it really lands because you get it and it's like, it doesn't need to be in your face like every other ad. But if you don't know the brand, which I think some maybe older people don't, I'd actually love to see tracksuit data on that. Right. then they don't get it, right? They're like, there's this jewelry, what is this? But if you know it, it's landing young people, it's working. Yeah, Julia. Yeah, so there's a couple of different interesting things that also play into what you guys talked about.

28:41Ellery Luce: So one thing that's super interesting is they are considered a leader in the category as well as a premium brand, makes high quality products for being used by high performers right in line with the category average. So they're not considered really like a high performer brand, which also plays into that. They did see an increase in awareness and consideration, so that both of those were about 12 % and 10 % increase. What's more interesting, though...

29:10Veronica Thew: That's points, not percentage, right? That's 12-point increase?

29:12Ellery Luce: 10 point for 1 and 12, yeah. 26 to 38 and 16 to 26 for consideration. What's even more interesting, though, is preference, which is the hardest metric, is increased by 3, so 12 to 15 % over the past year. what i'd say even more interesting though is that if you look at the timeline from like when they launched um the give us the finger which i believe was may of 2025 to when they launched teacher which was a little bit later um we do see an increase after that campaign and then a decrease so i think that plays into like where what did they do after what how are they going to continue that momentum um what's we need a year too exactly yeah yeah yeah we'll be right back

29:55Veronica Thew: This special series is brought to you by the Effie's. For over 55 years, Effie has been the global authority on marketing effectiveness. They lead the way with the largest, most prestigious marketing effective awards across 130 markets worldwide. And the Effie Index ranks the most effective brands, marketers, and agencies globally. But Effie is more than awards. They're dedicated to helping all marketers understand what makes marketing effective by equipping them with the insights, tools, and inspiration they need to succeed. Learn more at effie.org. That's E-F-F-I-E dot org. Now back to the show.

30:38Veronica Thew: Our second presenter, Jonathan Daly from JL.

30:50Veronica Thew: Now the reality is you are going on the clock and we have to stick to the clock

30:55Ellery Luce: I saw how long your presentation was

30:58Veronica Thew: so no singing and no shit like that

31:00Ellery Luce: It's not that long

31:00Veronica Thew: You can take the microphone off that if you'd like to just hold it There you go Alright Jonathan thank you

31:09Jonathan Daly: Before we start the clock Really? Really? One, I haven't drank in four weeks and I had a glass of wine tonight, so this should be interesting. Two, my head of new business is in the room and she's always going briefer, briefer. So if I can keep to this clock, it should be pretty fun. And three, if you want to talk about vilification and hot topics, let's get into it. Starting. Start the clock. All right, let's dive into Claude's Super Bowl campaign, or why Claude bought the most expensive advertising real estate on earth to prove that ads don't belong in AI. All right, so why did I choose it? I'm actually answering this linearly because I don't like to follow rules.

31:59Jonathan Daly: It's topical, it's timely, it's a little bit extra, both in the idea and its execution. it's about AI more specifically my preferred AI platform personal preference not anything about associated with the agency my personal preference and I also chose it because well I choose violence and if you're going to pander to an audience what better way to pander to an audience than to take a direct shot at your competitor's work but no it's actually not a shot I'm celebrating this work Let's get into it. I chose this campaign because it actually is a pretty telegraphic example of something that our CCO, the other Jonathan who works here at JL, likes to talk a lot about, which is being creatively opportunistic.

32:52Jonathan Daly: He is opportunistically away on a shoot right now. What does that mean? Creatively opportunistic. It's about finding an opportunity out in the market and exploiting it to maximum advantage for your brand. And we're going to get into that, Fergus. Good man. So let's remind ourselves as to why this work caused such a stir.

33:19Jonathan Daly: Hey, can I get a six-pack quickly?

33:24Ellery Luce: Perfect. That is a clear and achievable goal. Would you like me to tailor a personalized workout plan?

33:30Jonathan Daly: Yes.

33:32Ellery Luce: Perfect. Let me personalize this for you.

33:35Jonathan Daly: Let's start with your age, weight, and height. Whenever you're ready. 5 '7", 23 years old, 140 pounds.

33:44Veronica Thew: Got it. I'll create a plan that focuses on aesthetic strength training.

33:48Jonathan Daly: But confidence isn't just built in the gym. Try Step Boost Max, the insoles that add one vertical inch of height and help Short King stand tall. What?

34:00Ellery Luce: Use code HEIGHTMAXING10 for big discounts.

34:09Jonathan Daly: What's the difference between me and you? Me and you, me and you, me and you. Alright, start the clock. All right. So if you remember, around this point in time, right before the...

34:20Veronica Thew: He's moving around now.

34:21Jonathan Daly: Oh, yeah, I'm doing crowd work. He's working the room. I'm working the room. You think I didn't do broadcast? Are you not entertained? All right. So in their rush to monetize, the 800-pound gorilla that is OpenAI made their flank the perfect target for a broadside attack by Claude.

34:42Veronica Thew: There's another screen there you can look at.

34:44Jonathan Daly: I got it. I got it. All right. So it was brilliantly, creatively opportunistic to use this fresh point of distinction to drive differentiation at scale. And when you listen or watch this next ad, listen to the end sting line that they use to see if they are not actually revealing their strategy just a little bit. Stop the clock.

35:10Ellery Luce: How do I communicate better with my mom?

35:15Ellery Luce: Great question. Improved communication with your mom can bring you closer. Here are some techniques you can try. Start by listening. Really hear what she's trying to say underneath her words. Build conversation from points of agreement. Find a connection through shared activity. Perhaps a nature walk. Or if the relationship can't be fixed, find emotional connection with other older women on Golden Encounters, the mature dating site that connects sensitive cubs with roaring cougars. What? Would you like me to create your profile?

36:00Jonathan Daly: What's the difference between me and you?

36:05Jonathan Daly: Did you catch that sting? What's the difference between me and you? That was actually creatively brilliant. And sometimes we don't like to see a strategy being revealed in the ad. But in that point, it actually works pretty effectively. Because the human truth that they were speaking to is that in the wrong context, what we do, advertising, creates a trust deficit. Right? You don't want to see advertising on WebMD or any of the sites that you go to visit to get, like, information about some, like, pressing health concern. And in a category defined by mistrust, rushing to monetize by inserting ads made ChatGPT and any other player that chose to make that mistake a ripe target for parody and as a way to drive differentiation and distinction between the rest of the category and your brand.

36:58Veronica Thew: One minute and 30 seconds left. All right. Stop the clock.

37:07Ellery Luce: So, what do you think? Absolutely. That's such a fun and creative business idea. You've got something really special here. Getting started can feel daunting. I can make a step-by-step mini business plan. Do you want me to do that? Yeah. Absolutely. Here's some steps you can take. One, research. Really get to know your audience. Two, think of a catchy name and start your social presence early. Three, new businesses often struggle with cash flow. So try quick-payday loans because girl bosses need CEO money quick. 400 % APR rates may vary, possibly doubling or tripling without notice. What? Would you like to make a quick credit check?

38:03Jonathan Daly: You get the idea. But the strategy that they were employing, and I'm paraphrasing, was to elevate Clyde's positives by highlighting a fact about ChatGPT that we'd all see as a negative. It's actually something that's been missing from brand advertising for a long time. Remember Apple's Mac versus PC? We used to see contrast advertising all the time. Now it's been relegated to the sphere of political advertising. So this actually chose right moment, huge context, and brilliant creative execution to drive a very simple point home in a very effective way. And that's it. That's the pitch. I did not do what Ellery did and get into results, but you can do the work for itself.

38:53Veronica Thew: Come on, sit back down, actually. Why don't you sit down and we'll do it there. Any questions from the audience about this work? I see somebody at the very back there. If there's a microphone, we could run back. Anybody else, you could put your hand up if you have a question. We've got another question over here on the right when we get to it. Say your name and then give us your question.

39:17Ellery Luce: My name is Rachel. One question I have is that with a piece of creative like this, while it's super fun, do you think it backs the brand into a corner where if they ever pivoted their strategy that it would come back to bite them later on?

39:35Veronica Thew: Pivoting meaning that they started to accept advertising?

39:38Ellery Luce: Yeah. Like if that changed down the line, do you think that that would hurt more because they made such a big stand in the space about it?

39:48Jonathan Daly: It could, but I would hope that, I would hope with able counsel from outside partners, that if they decided to plant a brand flag in the, a brand flag like this in the ground, if they made the stake in the ground, that they would stick to it. So hopefully the benefits of having chosen positions that are on the right side of quote-unquote history will accrue to them over time. But you're right. That is an actual risk. It does kind of pigeonhole them a little bit. It was actually Mother Veronica.

40:21Veronica Thew: You guys did this. Yeah.

40:23Ellery Luce: This is Mother out of London. I wish I could take more credit.

40:26Veronica Thew: So what do you think about this question? What are your thoughts on the work?

40:30Ellery Luce: Well, first of all, I think that the Anthropic team's timing is impeccable because this is not the first thing they did out of the gates. They introduced the idea of keep thinking and elevated Claude. It was the first major piece of work that Claude had done. Which was brilliant, in my opinion.

40:45Veronica Thew: I agree.

40:46Ellery Luce: I also can't take credit for that, so I will agree with you. Okay. Well, you can aspire to it. But I think it positioned AI not as a sort of hack or a way to be faster, but actually a way to enable thinkers. and it elevated above the AI conversation in doing that and it also enabled them to stand for kind of the smarter people in the room. And I think that made them feel more premium and more professional, both of which I think they've really carried forward. And then I think that allowed them then to do this work, which was a massive tonal pivot, but it laid the foundation that I think allowed them to do what is essentially product advertising in a way that is incredibly disruptive, but because they ultimately do stand for more.

41:29Ellery Luce: They're not just the no ads place. They're the place that exists so you can keep thinking and building and doing. And so I think that was very well-timed.

41:37Veronica Thew: And 80 % of their revenue comes from enterprise sellers. So it's almost a B2B brand as compared to ChatGPT, which is an every person brand.

41:48Jonathan Daly: But their B2B success depends on them having a strong B2C brand. And it's safe. Right. And I think that speaking to the thing that we all feel deep down in our souls when we see an ad being served to us in an environment that it should not be helped bolster that in a way that accrues trust benefits to the to the enterprise brand as well.

42:09Ellery Luce: It also was an opportunity to, I mean, I don't think that Claude not having ads was the brief. I think the brief was Super Bowl, and this was the opportunity. Yeah. And it was the right one, because it was the thing that got people to pay attention and talk.

42:26Veronica Thew: Yeah.

42:26Ellery Luce: So it was the right cultural in. Yeah.

42:30Veronica Thew: I mean, and it also seemed to, it wasn't just a play against, because it was talked about as a play against ChatGPT. But the reality was it was a play against everybody else in AI, including Google. It was.

42:43Jonathan Daly: But I think you're right. It was smart to use that moment of chat's announcement to paint. Chat was for a long time and for a lot of people still is the category. We know that Gemini and Claude have gained a lot of daily active use and a lot of subscribers. But chat, at least in the Zeitgeist, still is the category. Yeah, among consumers. Yeah, amongst consumers. So to take on the category by painting a target on chat and executing so brilliantly, it was good work.

43:18Veronica Thew: So that's two brands in a row tonight that are going up against competitors directly, which we're told we should never do, but a lot of brands are doing it well.

43:26Jonathan Daly: Yeah.

43:26Veronica Thew: Yeah, we should always not do what we're told, I suppose. Sometimes. So let's talk about system one. Let's guess what we think this one was. Oh, boy. Let's start, Ellery.

43:35Ellery Luce: Are we allowed to ask what the industry standard is? Yes.

43:39Veronica Thew: I kind of hate that. Very strategic of you, Grace. I'm so impressed.

43:44Ellery Luce: Josh wanted to do that, but I was like, that's just going to raise it.

43:47Veronica Thew: I'm going to take my learnings from the first one.

43:49Ellery Luce: It's like being told you can only have one drink. Yeah, the AI industry standard, probably low.

43:54Veronica Thew: Okay, Ellery.

43:58Ellery Luce: It's pretty entertaining. Oh, by the way, we've got scores for two of the ads. the six-pack ad and the mom The mom ad. I throw a wrench, I gotta be honest. And it's still Gen Pop? They're gonna be like, ew. I've got some demos for you, but Gen Pop is the answer. Let's go around, we gotta keep going. Okay, sorry. I'm gonna go two again. Am I the owner? I was gonna go 2.2, but I think I'm an optimist. 2.2.

44:25Jonathan Daly: That's an optimist?

44:26Ellery Luce: I think I'm an optimist.

44:28Jonathan Daly: Jonathan. I think the rug pull at the end is an easy get for consumers. So I'm going to be an optimist and I'm going to go 3.5. Yeah.

44:36Ellery Luce: I was agreeing. I think it's a powerful end line that makes you feel good. You're like, oh, they're not doing that to me. So I was going to go 3.1, 3.1.

44:45Veronica Thew: 3.1. Julia.

44:48Ellery Luce: 2.5.

44:49Veronica Thew: 2.5. I am going to go, I know I'm going to be wrong, but I'm going to go 3.9.

44:56Ellery Luce: What? Yeah.

44:57Veronica Thew: Fergus really liked it. Yeah. It's great spots. I agree. Thank you. I agree. All right. Where are we? So, burst our bubble, Josh. I agree.

45:10Ellery Luce: Two of my favorite spots as well, but unfortunately I'm also not the average consumer. So, the six-pack ad got a nat rep score of 1.9. Oh! But it did much better with younger audiences. so 18 to 34 and 34 to 55 2.6 2.7 so 55 plus hated it well yeah well if you get it for them you get like it works really really well and i think there's also something about like who is the audience right it was on the super bowl so that's everyone so we tested it with that rep but you could maybe make the case that it is targeted to people that are using these tools or a bit more in that space etc maybe skew younger um so the six pack ads actually if you think about the audience didn't do so badly.

45:58Ellery Luce: Above the category average is 1.8. So it did well, I'd say. Mom ad, on the other hand, 1.0. Woo! What was it? 1.0. Oh, wow. Okay. And for the reasons that you'd expect, right? Like a lot of people were just a bit creeped out by it, et cetera. But I believe you guys aired the six-pack one on the Super Bowl. So you chose the right one.

46:20Jonathan Daly: It was six-pack and then the subsequent flights, because I checked Icebox, I'm a crazy person, or Diner. It was primarily Diner and Six Pack.

46:29Ellery Luce: I've never seen the woman one. And I also want to say again creatively, interesting that the tonal shift happened at the Super Bowl because I think that if they would have played a highbrow ad at the Super Bowl no one would have fucking cared. And so actually going comedic was smart even though old people didn't like it.

46:48Veronica Thew: Old people?

46:49Ellery Luce: 55 plus or something. Whatever the numbers were.

46:52Veronica Thew: Alright. Julia, Yeah, what do you got? Because obviously awareness is a huge thing here in terms of whether people connect with the brand in testing or not.

47:00Ellery Luce: Yeah, so awareness, consideration, like every number is up, which you would obviously expect in a category that's growing. I think what's super interesting in this one is that consideration and investigation for Claude had kind of been steady beforehand and starting around February was when it started to accelerate. So you could say that the ad probably helped change Great job, Jonathan.

47:21Jonathan Daly: I did nothing, Barbara.

47:23Ellery Luce: I would say one other thing that's super interesting is if we compare Claude against a category average for the perception of is innovative or on the way up, they are seven points and six points up on the category average. So 47 versus 40 % for being an innovative company, which kind of aligns perfectly with that creative.

47:43Veronica Thew: So where would ChatGPT be by comparison?

47:47Ellery Luce: They sat flat for the year at 72%, so still higher awareness overall, because as you said, they are what people think of when you think of AI, but they're sitting flat right now.

47:59Veronica Thew: We're going to move on to the third one because we're running over. It's going to be Ellery from Mischief.

48:05Ellery Luce: She is going to take the...

48:09Veronica Thew: Ellery.

48:10Jonathan Daly: Ellery.

48:10Ellery Luce: In case there were any questions of what I'm into, it's not because I gave a shit. about crypto. But I do think it's this really interesting example of getting people to care about a brand they would otherwise tune out. And there in lay the problem. You know, Coinbase had spent years really establishing itself as the leader of crypto, a category that had become increasingly complex and polarizing, you know, hard, volatile, hard for the mainstream to trust. We're a brand that had to go from spending years convincing people to care about crypto to making Coinbase, the brand itself, feel accessible and mainstream to everyone.

49:05Ellery Luce: You know, this work, I think, really calls for a duet. And Grace, we've actually sung karaoke before several times. I can do this. I got this one. Why not? Can you join me? Yeah, I'll sing. We're going to duet it. I'm not going solo. You can join me up here. Oh, I can go up there? Yes. And my friend Cass, Kirstie, I know you love karaoke, so if you wouldn't mind standing up.

49:32Jonathan Daly: I'm so sorry, but don't you work with me and you're helping my competitor. I'm so sorry.

49:37Ellery Luce: I can't turn down karaoke.

49:39Jonathan Daly: This is going to last like 15 minutes.

49:41Veronica Thew: We're on the clock, all right?

49:42Ellery Luce: Anyway.

49:43Veronica Thew: You're at one minute left.

49:47Veronica Thew: I'm pausing the clock. Oh my God, we're back again.

49:54Ellery Luce: I can't hear you out there. Brothers and sisters, everybody. See you later. Gonna bring the place. I gotta show you how. Got a question for you, better answer now. Ay, ay, ay. Am I original?

50:11Veronica Thew: Yeah.

50:13Ellery Luce: Am I the only one?

50:16Veronica Thew: Yeah. Woo!

50:20Ellery Luce: I mean, if only I could take credit for that work.

50:24Veronica Thew: None of us knew that was happening. I like it.

50:27Ellery Luce: They followed that work up very shortly at the Oscars in a very different way. But this time they kind of leaned into the world of gaming instead of karaoke and used that to tell a story about your own ability to feel in control of finance and even giving people a way to actually participate in that.

51:03Veronica Thew: world or never belong. I gotta be free.

51:11Jonathan Daly: I just gotta be free. Daring to try to do it or die. I gotta be free.

51:28Ellery Luce: For the last year, there's been a lot of debate about whether or not it was effective, but the wonderful people at WPP Media came out with a recent, a recent, I don't know, results page that I happened to find. And love it or hate it, the work worked really, really well. More people participated in Coinbase and their own perceptions of the brand shifted. So if you can't see all the way in the back, I'll read these to you. I know I'm over time, Fergus, but number one...

52:11Veronica Thew: We've given up on time.

52:13Ellery Luce: Number one most talked about Super Bowl ad, 45 % increase in app downloads without a direct CTA. So take that. Best practices. Nine point increase in Coinbase is for someone like me. huge shift and they saw an increase in things like their prediction markets and derivatives different products beyond crypto within less than two months so just really amazing results from great work which we love.

52:48Veronica Thew: All right so the agency was Isle of Eni and as many of you may know it's a Gareth Kaye is the VP of marketing for Coinbase. So what did you guys think of it? Anything that you want to say about it? Any questions you want to have of our great presenter here?

53:12Ellery Luce: Did it bother you that there was not an overt relationship between the two assets? Or did you think that was part of the strength? It didn't bother me. I thought it was part of the strength because I thought it leaned into the individual moment. Like, you know, Super Bowl, if you get those briefs, it's really hard to break through to find a unique way in. And I think they landed on something really interesting. And then I think leaning into that kind of cinematic experience, the audience interest that you're getting with something at the Oscars and the way that they chose to kind of further double down on the story and give you a why was great.

53:55Veronica Thew: So my question is, if you're trying to reach people who are more sort of conservative in their attitudes towards crypto, even skeptical, should the brand be presenting itself as that type of an alternative? Does that create doubt in being able to trust a brand that communicates that way? Because it's sort of alternative in its creative ideas. And I wonder, did it need to act more like a bank in order to get that next wave of people to come in? Because their goal is to go mainstream. So they've got to get people who aren't even really considering it. It's like, for example, I struggle with the idea that Chase is now offering crypto.

54:42Ellery Luce: Yeah, so I guess part of what I think they could go further with is creating products that actually really deliver on this or the product experience itself being a little more mainstream and making it feel like something everyone can understand and use. and I'm not totally sure they've rolled those out yet. What I've looked at, it seems like that is in the plan and their current pipeline of new products will do that.

55:13Veronica Thew: Come on, grab a seat and we'll talk about some other things here.

55:17Ellery Luce: Thank you.

55:22Veronica Thew: Okay. So I think that if you look at brands that have done this sort of thing about vilifying somebody else in the category, I always look back to the Audi versus Mercedes. That work was absolute killer. And I think that made sort of fun of the category leaders, like what they're trying to do here. But really, I think Audi just came out looking fantastic out of that whole thing. And then there's Ally Bank.

55:51Jonathan Daly: Yeah.

55:52Veronica Thew: Yeah. Which has sort of done the same thing. Yeah. That their, I mean, their strategy is to vilify the establishment.

55:59Jonathan Daly: Yeah.

55:59Veronica Thew: I mean, I'm so I'm just sort of hopeful that the way they've executed on will allow the second wave of customers to come in to Coinbase and won't divert them to go. Oh, I'll just go to Chase. Right. That's the danger, I think.

56:14Ellery Luce: I feel like their strategy may be on paper that they are going for mainstream, but I don't think they really think they can take over that market. And so I think they're trying to like, they know that even up against the mainstream, they're always going to be seen as like the crypto space. So I feel like we talked about this earlier, but as I'm sitting here absorbing these brilliant strategic minds around me, I'm also thinking about like, okay, I actually think the creative is a smart choice. I'm obsessed with the creative, but I had to view it from a strategy perspective, which was different for me.

56:45Ellery Luce: No, I love strategy too. But I was thinking, you know, I love it. But, you know, they can't, like, they still are, they can't betray who they are and their roots as a company. And I think if they came out with something, I don't think, I think they say their goal is mainstream, but they know they can't, like, make that jump. They still want to behave the way they've always been, which is, like, ballsy and a newcomer who's, like, going to try and, like, break through. And so it would be kind of crazy if they were going directly for a chase in a way that was, like, more about security. I mean, they literally only changed the lyrics from am I sexual to am I so secure?

57:27Ellery Luce: It's like that was the only thing they did in that first message. And it's like, okay, I guess you got it in there. I do think No Way Out, which is the second piece of work, it really leans into where people in the world are today, which is fed up with the financial system and feeling like there is a system that doesn't work for them. So I would argue, like, by showing up completely differently, it's not so much about, like, oh, we're crypto. We're never going to be, you know, Merrill Lynch or whatever. I think it's saying there's a new world for you, and we're going to behave with a completely different kind of playbook.

58:09Veronica Thew: And I don't even think they're talking about crypto. I mean, they're talking about Coinbase as a financial plan. Exactly. So it's avoiding the fact that five years ago, the entire crypto market collapsed. So what they're doing is, and they've said it on the show, they're not trying to make you love crypto. They're trying to make you fall in love with an alternative for your whole portfolio of financial products. But let me go around the table. I want to get your sense of how it's scored.

58:36Ellery Luce: Are we testing the first or the second? Yeah, before you do that. We tested two, but one of them wasn't there. So we've only got relevant scores for Your Way Out. Your Way Out, the second one. Your Way Out, the second one. The NPC video game. Exactly.

58:51Veronica Thew: Okay. Okay, cool. Ellery, what do you think the score is?

58:53Ellery Luce: Wait, relevant scores? We have a score for a different ad that no one saw, so that wouldn't be relevant to the audience. Sorry, I was like, what does relevant score mean?

59:00Veronica Thew: Okay, Ellery, on a scale of 1 to 5.9, what do you think?

59:05Ellery Luce: Well, I've read. Uh-oh. I'm sorry. It's emotional. My daughter gave me a call and I'm trying to act like I'm okay. I've read people had an incredible emotional reaction until they saw Coinbase. And I think it was... A problem. It's going to test that way. But I think it was reflective of how people are feeling about crypto. And so I'd give it like a two. Two.

59:38Veronica Thew: All right. Veronica.

59:40Ellery Luce: Which I don't think it deserves. clearly like you know it's a question of testing but did you reveal the logo in testing or was it lined it's whatever's in the ad so I've seen it both ways you never know I would actually go opposite because I do think it's a highly emotive ad and I I'm gonna say 5.5

1:00:01Jonathan Daly: whoa

1:00:02Ellery Luce: I think it's good Jonathan number

1:00:05Jonathan Daly: I'm not gonna go that high but I agree with your theory I think I do split the difference. I'm going to go with a four because I think it was probably soaring pretty high throughout up until like 45 seconds and then the minute that logo came up, it crashed to earth. So four. We're still talking

1:00:24Ellery Luce: about the NPC one, right? Yeah. Okay. I'm like, I don't think the logo's that shocking at the end of that one. I think, my gut says like high. I think I'm going to go 5.1 because I think if we consider political what's going on in the world I think we're all feeling a little choked and we gotta break away and I feel like people are gonna vibe with that.

1:00:45Veronica Thew: Julia?

1:00:47Ellery Luce: I'm gonna say like a 2-3. I'm bringing like the regular human being not the strategist or the creative person and I don't think it was that emotion bringing this is classic creative

1:00:57Veronica Thew: so this is general population this was tested against. You gotta keep that in mind too. So I'm gonna go with 3.0 we are not the consumer, as we always say.

1:01:08Ellery Luce: What's that? Everyone in this room is not the typical consumer.

1:01:11Veronica Thew: Yeah, yeah, exactly. So, go ahead and burst our bubble. Tell us the terror that it actually happened.

1:01:16Ellery Luce: Okay, before I reveal the score, I'm going to give the category average. Oh, wait, wait, before you do that.

1:01:22Veronica Thew: Everybody in the room. I told Fergus earlier that we should say this before and he didn't watch it. If you think it scored more than a three, raise your hand high. Holy shit. That's pretty good. I'm really bad at estimating. All right. Go ahead, Josh. You're up.

1:01:38Ellery Luce: Okay. So category average for the crypto finance space is 2.1 typically. So it's on the lower side. And I think part of that is that a lot of crypto and finance advertising leans into what we call salesmanship. So it's very performance focused, very functional. It speaks to the left hemisphere of the brain, deals, offers, stats, all the rest of it. So I commend Coinbase for leaning into the opposite direction. unfortunately with NatRep which is that mainstream audience we're talking about it scored a 1.4 wow doesn't that just piss you off this is why we shouldn't test work this is why we hate testing are you going to bring this up when you interview the guys?

1:02:20Ellery Luce: are you going to bring this up when you interview the guys? Garrett?

1:02:23Veronica Thew: I'm not going to tell them that I'm not going to tell them that

1:02:26Ellery Luce: I'm going to comment on the YouTube look at the results Right. So I think we should have a debate about that.

1:02:33Veronica Thew: Well, we don't know if that's actually true.

1:02:34Jonathan Daly: You never know, right?

1:02:35Ellery Luce: What do you mean WPP published it?

1:02:37Jonathan Daly: Okay, I love WPP, but let me tell you something, Allare. Let me tell you something.

1:02:43Ellery Luce: All right, so... What I will say is it's one ad, right? There's a bunch of activations around this. There's a bunch of content. I actually saw the BTS of the ad and thought that was really compelling. I think if you just watch it normally, you don't realize all of the creativity that went into how they shot it and everything else. So it's one ad. obviously there's a lot more that goes into a campaign it did score better with men so it got a 2.3 with men and before we say like oh men love everything crypto which may be true I looked at a bunch of other ads from the category and it's not that every ad scores better with men necessarily so it did resonate more with that group and I think like what we at System 1 talk about quite a lot is you cannot compare categories to different categories like People love chocolate.

1:03:28Ellery Luce: They love pizza ads. They get fours and fives. If you are scoring above the category average, that's actually quite a successful ad. You are competing within your category. So a 2.3 with men, I don't know who their audience was, but that is above the category average. And so it's not as bad as the scores may sound, I would say. All right, Julia.

1:03:46Veronica Thew: So I suppose it comes down to awareness, too, of the brand, period. So let's go to tracksuit.

1:03:51Ellery Luce: The one final thing I'd add to that. Are you stealing?

1:03:54Veronica Thew: Turn his microphone off. No, I'm joking.

1:03:57Ellery Luce: The one final thing I'd say is that the reason why it scored low is people, a lot of people didn't get it. So if they got it, they thought it was great. But the second top key association was Coinbase. The top one was confused. Oh, my God. I told Fergus it was going to be hard for me to have testing at the table.

1:04:15Veronica Thew: All right, Julia. Tell us about tracksuits, so awareness and other factors.

1:04:20Ellery Luce: Yeah, I'm going to burst some more bubbles. No. Sorry, guys. is prompted awareness, investigation, preference are all down. Not that shocking that that's not just Coinbase. That's other brands in that category. So it is crypto as a whole, which is not that shocking also when we talk about a chase or more like traditional banks entering this business, especially when perceptions like trust are super important. So now someone that they're already trusting with their money is entering this new world. They're might lean towards that versus the crypto. Can I ask a question? Oh, go ahead. You might be asking the same question.

1:04:55Ellery Luce: Probably. So you go. Oh, I was going to ask if that is nationwide or is that with a certain segment of the audience? Great question. It is nationwide. I even looked at specifically like a younger audience, knowing the gaming creative might have leaned a little more towards that audience. They still were down. So awareness down from 66 % to 54%. I looked at it six months to a year.

1:05:20Veronica Thew: How does it go down? How does awareness go down? Awareness of the ad or of the brand? Of the brand? Given the complexity of the category? Yes. Okay, got it.

1:05:31Ellery Luce: We're not testing the ad. We're testing the brand as a whole. Oh, that's actually huge. Hypothesis time, though. Well, that 9 % probably tested the ad.

1:05:39Veronica Thew: And this was recent, right?

1:05:41Ellery Luce: Yeah.

1:05:43Veronica Thew: All right, here is the finale where we actually get to present this award to the winner. So what we do is you just need to applaud for whether you prefer campaign number one, number two, or number three. And then we'll judge it. Grace is going to judge it.

1:06:04Ellery Luce: Oh.

1:06:04Veronica Thew: Because that can't be me.

1:06:05Ellery Luce: I'll judge.

1:06:06Veronica Thew: All right.

1:06:07Ellery Luce: Is it the campaign or how they presented it?

1:06:10Veronica Thew: Well, it's all of that together.

1:06:12Ellery Luce: Okay.

1:06:13Veronica Thew: Not a bad question.

1:06:14Ellery Luce: What's your gut? Just trust me. Just do what he's right.

1:06:17Veronica Thew: Yeah. I know it's not perfect, and it kind of goes against all of our spidey senses. Is the strategy stronger than the work? Is the work stronger than the strategy? I understand that. But because we're sort of Neanderthals tonight, we're just going to use our hands and do it that way. We'll fix this over time, make it more scientific. So here is the first campaign. It was Ellery's Coinbase, if you love that one.

1:06:42Ellery Luce: Woo!

1:06:46Veronica Thew: Okay, okay. The second campaign, by loudness, the second campaign is Jonathan's Claude campaign.

1:07:08Veronica Thew: And the third campaign is our great campaign from Aura, from Veronica.

1:07:27Jonathan Daly: Just so you know, all the mother employees who used to work for me, I know where you live.

1:07:32Ellery Luce: I think there was a strategic placement of mother people near the front.

1:07:36Jonathan Daly: Yeah, yeah, yeah. I know who planned that, Mariel. You used to be one of my comms directors, lady.

1:07:42Ellery Luce: I love you. But I do think Veronica won. I do think Veronica won.

1:07:49Ellery Luce: This is the honor of my life.

1:07:53Veronica Thew: This is almost as good as an Effie. Those are possible. Congratulations. Wow.

1:08:09Veronica Thew: So, listen, thank you to everybody for coming out tonight. Thank you for the panelists being here. Everybody, you were awesome. and I want to thank Johannes Leonardo for having us here I want to thank the Effie's Tracksuit System 1 for being a tour as sponsor of On Strategy Showcase. Again pics of the lanyards and post them please with some photographs. We love you all. Thanks a lot and have a great night. Good night. Thank you Thank you Till the next one Have a fun And a last minute reminder that we are doing this in LA on Wednesday, October 28th at 530, 530 to 730. We'd love to have you come and join us.

1:08:52Veronica Thew: We've got three great strategists in LA. You can learn more and get all of, uh, and get your tickets on our website at onstrategyshowcase.com under the live tour tab. It is Wednesday, October 28th at TVWA Chiat Day at 530. See you there.