Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell
Uncensored CMO10 Apr 2024

Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell

One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database.

Watch the episode on YouTube.

Timestamps:

  • 00:00 - Intro
  • 00:59 - How Peter and Nicola ended up on Guernsey
  • 03:02 - The Specsavers story
  • 04:37 - The secret to Specsavers’ success
  • 09:04 - Family owned vs corporate business
  • 10:38 - How the “should’ve gone to Specsavers” line was created
  • 14:17 - The world’s longest running straplines
  • 16:17 - The serious case for humour - Tower Block ad
  • 20:18 - Specsavers Vet Ad
  • 21:14 - A cross channel idea
  • 24:29 - Why Specsavers do all creative in house
  • 25:52 - How to attract talent to Guernsey
  • 29:23 - Being the client and the agency
  • 33:56 - Advice for creating an in-house team
  • 34:37 - Wear in vs wear out at Specsavers
  • 43:08 - Creating the culture at Specsavers
  • 50:14 - Launching the audiology business
  • 53:38 - How technology will shape the future of the business
  • 56:07 - Peter and Nicola’s proudest work

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(270)

Why brave creativity means business results according to GUT co-founder Anselmo Ramos

Why brave creativity means business results according to GUT co-founder Anselmo Ramos

Anselmo Ramos is one of the most respected creatives in advertising and the co-founder of GUT, the agency behind some of the world's most talked-about campaigns. Built on the belief that brave creativ...

17 Juni 1h 20min

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn on why the biggest risk you can take is to be ignorable

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning arou...

10 Juni 59min

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

How Chili’s used creativity, culture and customer experience to create one of the greatest turnaround success stories - George Felix

George Felix, CMO of Chili’s, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to vi...

3 Juni 1h 4min

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Tom Goodwin and Rory Sutherland Fix Marketing (Part 2)

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business.From driverless cars and Silicon Valley thinking, to the dange...

27 Maj 1h 4min

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Rory Sutherland and Tom Goodwin Fix Marketing (Part 1)

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad cho...

20 Maj 1h 3min

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

How to manage a crisis with ex United Airlines Chief of Comms, Jim Olson

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this epis...

13 Maj 44min

Marketing lessons from 20 years at Google - Dan Taylor

Marketing lessons from 20 years at Google - Dan Taylor

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world’s most influential companie...

6 Maj 48min

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

How Sephora built brands through creators, partnerships and loyalty - CMO Zena Arnold

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to r...

29 Apr 43min

Populärt inom Business & ekonomi

framgangspodden
varvet
badfluence
uppgang-och-fall
rss-borsens-finest
svd-tech-brief
24fragor
lastbilspodden
avanzapodden
rss-dagen-med-di
bathina-en-podcast
rss-inga-dumma-fragor-om-pengar
tabberaset
fill-or-kill
rss-kort-lang-analyspodden-fran-di
rikatillsammans-om-privatekonomi-rikedom-i-livet
borsmorgon
market-makers
ett-rikare-liv
rss-hos-psykologen