How Pfizer made the highest scoring Pharma ad of all time - Susan Rienow
Uncensored CMO10 Feb 2025

How Pfizer made the highest scoring Pharma ad of all time - Susan Rienow

The Super Bowl is the biggest advertising event of the year, with the biggest brands in the world flexing their advertising muscles (and budgets). A new entrant to the Super Bowl in 2024 was Pfizer, and they're back again this year with an ad that has blown the socks off the Pharma category. Their big game ad "Knock Out", scored 4.4 stars in System1 testing, also making it one of the best ads overall. I speak with Pfizer CMO, Susan Rienow about what it takes to create such a successful ad in the most competitive environment.

Timestamps

00:00 - Intro
01:20 - Susan’s successful career so far
03:19 - What Pfizer does and their mission
04:21 - The Covid vaccine rollout
06:29 - The role of insights for making business decisions
07:36 - Dealing with the complexities of different audiences
10:12 - Managing the impact of fair balance in advertising
14:51 - The role of Pfizer’s advertising
17:04 - Why have Pfizer gone all in with a Super Bowl ad
20:12 - The Pfizer Super Bowl ad in 2025
25:20 - What role does testing play for creating an effective ad
33:31 - The role of testing giving confidence to the board
37:39 - How tiny changes can make such a big difference
39:15 - How to evaluate the impact of a Super Bowl ad
41:22 - What makes a great CMO
46:40 - Advice Susan would give to young marketers

Episoder(261)

Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)

Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)

Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark....

23 Okt 20241h 12min

Mark Ritson reviews the highest scoring beer ads of all time (down the pub)

Mark Ritson reviews the highest scoring beer ads of all time (down the pub)

Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & S...

16 Okt 202456min

Building Britain's Most Iconic Brands - Kerris Bright (BBC)

Building Britain's Most Iconic Brands - Kerris Bright (BBC)

Kerris Bright is the Chief Customer Officer at the BBC. She was previously Chief Marketing Officer at Virgin Media.She is a highly experienced leader, bringing a customer-centred, data driven approach...

9 Okt 20241h 11min

How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole

How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole

The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 7...

2 Okt 202453min

An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi

An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi

In this episode, we're talking about one of my favourite subjects; innovation. And who better to talk about it with than Mauro Porcini, who's the Chief Design Officer at PepsiCo, who is also the autho...

25 Sep 20241h

David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song

David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song

Today I'm speaking with one of the most awarded creatives on the planet, David Droga, founder of iconic agency Droga5, and now CEO of Accenture Song, one of the largest creative groups in the world. D...

18 Sep 20241h 4min

Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade

Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade

In this episode, Antonia Wade, CMO of PwC, turns the tables and interviews our usual host, Jon Evans. From tax intern to marketing podcast host, we delve into Jon's journey through entrepreneurial end...

11 Sep 20241h 1min

Sir John Hegarty & Orlando Wood on the next creative revolution

Sir John Hegarty & Orlando Wood on the next creative revolution

Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty...

4 Sep 20241h 6min

Populært innen Business og økonomi

stopp-verden
dine-penger-pengeradet
lydartikler-fra-aftenposten
e24-podden
rss-penger-polser-og-politikk
rss-borsmorgen-okonominyhetene
pengepodden-2
pengesnakk
rss-politisk-preik
finansredaksjonen
livet-pa-veien-med-jan-erik-larssen
morgenkaffen-med-finansavisen
utbytte
tid-er-penger-en-podcast-med-peter-warren
stormkast-med-valebrokk-stordalen
rss-markedspuls-2
lederpodden
rss-sunn-okonomi
rss-pa-konto
rss-fa-makro