How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien

Today I'm joined by Susan O'Brien, who is the VP Brand at Just Eat Takeaway. Just Eat are famous for their ads with celebs such as Snoop Dogg and Katy Perry, but are even more well known for their catchy jingle "Did somebody say...?". In this episode we break down Susan's career and how to make such an effective campaign.

Timestamps

• 00:00 - Start
• 01:16 - How Susan got into marketing
• 03:43 - Freelancing
• 07:30 - The secret to longevity as a marketer
• 09:44 - The realities of being a CMO
• 14:25 - The CMO’s view on Cannes
• 16:44 - The “Did Somebody Say” campaign
• 20:54 - The impact of audio branding
• 24:11 - Operating in a fiercely competitive market
• 26:01 - Choosing to invest in celebrity talent / Snoop Dogg
• 29:06 - From Snoog Dogg to Katy Perry
• 31:31 - Secret to an effective client agency relationship
• 32:44 - Coming up with new ideas
• 35:47 - Using your gut vs using the data
• 39:35 - Advice to marketers in scale ups