The Brief

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.

The Brief is a business podcast hosted by McCann, with 26 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

McCann hosts The Brief, a business show with 26 episodes published.

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  Episode #25

  The Brief Ep25: Jammie Dodgers LIVE at MAD//North - Keeping a 70-year-old brand young at heart

  Apr 16, 202618 minS1

  <p>How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? </p><p>In this special live episode of The Brief, recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand. </p><p>Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how distinctive brand assets, creative consistency and a clear brand truth helped reposition Jammie Dodgers for a new generation - without losing what made people love it in the first place. <...

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  Episode #24

  The Brief Ep 24: Beyond the buzz - how DioniLife is redefining the 'no & low' space

  Feb 17, 202652 minS0

  <p>The 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.</p><p>In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss. </p><p>Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup.</p><p>We dive into...

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  Episode #23

  The Brief Ep 23: The Brief Unwrapped – A Year in Review

  Dec 10, 202516 minS1

  <p>In 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 $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the biggest campaigns, and discover the lessons that shaped the year in marketing.</p><p><br></p><p>Thank you for listening to The Brief in 2025. </p><p><br></p><p>See you in 2026!</p><p><br></p>

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  Episode #22

  The Brief Ep 22: The power of play – achieving creative effectiveness

  Nov 25, 202525 minS1

  <p>What 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 incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's. </p><p> </p><p>We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This s...

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  Episode #21

  The Brief Ep 21: Flavour raver – how Crumpton Oaks is remixing the cider category

  Oct 21, 202554 minS1

  <p>Forget 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 track, to the vibrant Happy Applecore campaign featuring an original track by DJ Hixxy, Crumpton Oaks puts nostalgia and entertainment front and centre.</p><p>In this episode of The Brief, host Ellis Bird sits down with Grace Anthony, Head of Marketing at Aston Manor Cider, and Adam Bodfish, Executive Creative Director at McCann, to explore how Crumpton Oaks is shaking up the cider industry. They discuss breaking free f...

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