Episodes

  • Kate Wik, the CMO of Las Vegas, on marketing an iconic city

    Kate Wik, the CMO of Las Vegas, on marketing an iconic city
    Dec 3 2025
    Discover how Kate Wik, CMO of Las Vegas, drives bold innovation and storytelling to transform the city into a global destination brand. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Kate Wik, chief Marketing Officer at the Las Vegas Convention and Visitors Authority. The team behind the city's newest brand campaign, which launched in September,Damian Fowler (00:20):Las Vegas, is known around the world for its energy, its entertainment, and its edge. But this ladies' campaign takes a closer look at what the city means today beyond the casinos and into its growing identity as a cultural and sports destination.Ilyse Liffreing (00:34):We'll talk with Kate about the ideas behind the campaign, how Vegas is connecting with new audiences, and what it takes to evolve one of the most recognizable brands in the world. Q,Damian Fowler (00:45):Frank Sinatra. It's okay. You have an unusual role in that you represent a city as an iconic one, but could you tell us about the role?Kate Wik (00:56):That's exactly right. So I work for the Las Vegas Convention and Visitors Authority. Nobody knows what that is or what that means. So really, I shorthand it and I say I am the CMO of four Las Vegas. Las Vegas is my product, which is very unique. It is a city, it's a destination. It's unbelievably dynamic. And what's so unique and thrilling for a CMO of Las Vegas is that our product is always changing, always evolving. If you think back, we were known as the gaming destination. We've evolved into, we're the number one hospitality destination in the US with more hotel rooms than any other destination. And we are the entertainment capital of the world. You've got the world's best artists coming and performing on stages across destination every single night. And we've worked really hard to evolve ourselves into the sports destination as well through a lot of recent things. So really the exciting thing for me in this role is no one day is ever the same. Our product is constantly iterating and evolving, and that is a marketer's dream come true.Damian Fowler (02:10):Just on that point about the evolution of the city and the perception of it, how fast has that happened in the last, say, five, 10 years?Kate Wik (02:20):Yeah, absolutely. Incredibly fast. And so today we are known as the sports and entertainment capital of the world, but less than 10 years ago, we did not have any sports teams. Yes, sports has kind of always been in our DNA. We'd host major boxing matches in the eighties, NFR we've had for decades. NBA, we hosted their in-season tournament, NBA Summer League, but really it was through infrastructure development that really led to the explosion of sports today. So what I mean by that is we had T-Mobile Arena, which was a joint venture between MGM resorts and a EG that enabled NHL to come to town with the Vegas Golden Knights in 20 17, 20 18, we purchased the WNBA team, which we renamed the Las Vegas ACEs. And so now we've got A-W-N-B-A team. And then in 2020, of course with Allegiant Stadium, we welcome the Raiders. And so now we've got the Las Vegas Raiders, and we are, so actually in four years, we went from having zero professional sports teams to having three, and we're actively working to bring our fourth to town, which is the major league baseball. We're welcoming the Las Vegas a,Damian Fowler (03:34):Not to mention Formula One.Kate Wik (03:36):Yes, exactly. And Formula One now an annual event on our calendar. So it's a lot. It's a lot. And it creates new reasons to come to Las Vegas for our visitors. And what we found through research actually, is that the sports traveler, number one, we know sports tourism has just exploded the sports traveler. Through our research, we found that it creates a new reason to come to Las Vegas for those that haven't been here before. It creates a reason to explore the destination, see it, consider it, and then ultimately come. And then most importantly, we find that they spend more money than the average leisure traveler. So it's a really rich new audience for Las Vegas. And F1 has definitely exploded that for us too.Ilyse Liffreing (04:24):Do you know by just how much more do they spend?Kate Wik (04:27):It's usually anywhere from 500 to 800 more per trip.Ilyse Liffreing (04:31):Wow, that's a lot. And the rest on gambling,Kate Wik (04:36):AnythingIlyse Liffreing (04:36):Extra? It'sKate Wik (04:37):Funny. Gambling hasn't been, revenue from gaming hasn't been the primary source of how consumers are spending their budget while they're in town. Hasn't been that for over a decade.Ilyse Liffreing (04:51):AndKate Wik (04:51):I think it speaks to the diversification of the experience in Las Vegas. And when I say we're ...
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    29 mins
  • Formula 1’s Emily Prazer on revving up American enthusiasm through an ‘always-on dynamic’

    Formula 1’s Emily Prazer on revving up American enthusiasm through an ‘always-on dynamic’
    Nov 19 2025
    Formula 1 Chief Commercial Officer Emily Prazer joins The Big Impression to accelerate the motorsport’s hold on Americans with year-round content and venue in Las Vegas. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse LiffreingDamian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Emily Prazer, president and CEO of the Las Vegas Grand Prix and the Chief Commercial Officer of Formula One. She's helping transform F1 into one of the fastest growing sports brands in the world, leading strategy partnerships and fan engagement across markets from Miami to Melbourne.Damian Fowler (00:30):Emily's here to talk about the road to the last Vegas Grand Prix on November the 22nd. Now, in its third year, the Vegas Grand Prix turns the strip into a global stage where sport, entertainment and culture collide under the neon lights.Ilyse Liffreing (00:46):I love that. From the 100 day countdown events to new sponsorship models and digital fan experiences, formula One is redefining what a modern sports brand can look like, especially in the U.S. market.Damian Fowler (01:02):In past years, the marketing around Las Vegas, the Grand Prix has felt like a crescendo building over several months. What's been your strategy this year as you build, it's the third year, right? As you build towards those?Emily Prazer (01:14):Yeah, this third year, so I think the difference this year is we've had two years of a foundation to figure out what works and what doesn't work, but equally we've had our building open all year, so prior, well the first year we're obviously building the building for those that dunno, it's called Grand Prix Plaza. It's the length of three NFL fields, so it's not small. It's designed and built to service the Formula One Paddock Club, which is the most high-end hospitality that we offer in Formula One. Underneath that is where the garages are and where the teams hang out, so it's quite a significant building. When we first moved to Vegas, we purchased the 39 acres of land and have invested around $500 million in this infrastructure and so the difference I think is obviously the first year we were building it, the second year we were getting to grips with owning such a significant property in Las Vegas and then moving into the third year of the event, the building's been open all year and we built something called F1 Drive, which is carting.(02:10):We've had a restaurant up there called Fool and Fork, which is Formula One, themed food and beverage as you'd expect. We built an immersive Formula one experience called F1 X and so the marketing's ramped up, but that's because locally we've been able to activate since the day after the race last year all the way through to this year, and obviously how we market is very different depending on what we're trying to do, whether it's selling tickets or whether it's driving foot traffic to the building. It's all the awareness that we need in Las Vegas to continue to grow our fan base.Damian Fowler (02:41):The a hundred day countdown, that's important,Emily Prazer (02:43):Right? That was a big one. We always go big around a hundred days. We did a strip takeover, we made sure people understood that it was a hundred days ago. We did similar for 50 days, so we use those milestones to make sure, obviously Vegas is somewhat a last minute market. Some Grand Prix go on sale and sell out in 90 minutes. We see the most amount of activity from a hundred days through to November.Damian Fowler (03:04):That's very interesting. How do you decide which moments where you target your marketing strategy in that a hundred day buildup?Emily Prazer (03:12):Oh, well, we're very fortunate that the racing continues For those, again, that aren't familiar, formula One is a 24 race calendar, which spans globally, so we typically go big around the big races as you'd expect. We've just come out of Singapore where hopefully people have seen that McLaren won the Constructors Championship. We'll go big again around Austin and Mexico. They're both feeder markets to the Las Vegas Grand Prix and we'll just continue to make sure we've got major announcements, whether it be food and beverage merchandise programming all the way through between now and race day.Ilyse Liffreing (03:42):Now, can you also talk a little bit about the F1 business summits because you're also launching that during race week? Sure. How intentional is the idea of making Vegas not just a race, but a business and cultural destination?Emily Prazer (03:56):Sure. Well, if you look at what Vegas do around other major sports, it's not that we're trying to reinvent the wheel, we're taking learnings from how well the NFL have operated there with the Super Bowl, even around WWE where you see them extend from a one or two day event through to a ...
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    26 mins
  • Peggy Roe on redefining the travel journey — from loyalty to living a life well-traveled

    Peggy Roe on redefining the travel journey — from loyalty to living a life well-traveled
    Nov 12 2025

    Discover how Marriott International is transforming travel through personalization, commerce media and its new Media Network. EVP Peggy Roe shares insights on helping guests live a life well-traveled.


    Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    26 mins
  • Godiva’s Ahad Afridi on marketing chocolate as an everyday indulgence

    Godiva’s Ahad Afridi on marketing chocolate as an everyday indulgence
    Oct 29 2025
    Ahad Afridi, CMO for the Americas at Pladis, owner of Godiva, shares how the legacy chocolate house’s “hundred-year reboot” is reshaping the brand for a new generation of snackers, particularly millennials and Gen Zers. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing,Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Ahad Afridi Chief Marketing Officer for the Americas at Pladis, the company behind the Godiva brand, those premium chocolates we all live.Damian Fowler (00:20):We're diving into Godiva's bold new campaign, featuring Leighton Meester portraying the legendary lady, good diver, a modern spin on an iconic story of courage and individuality.Ilyse Liffreing (00:31):We'll talk about how the brand is trying to stand out ahead of the holiday season and how Pladis is evolving its brands for the next generation of snackers.Ahad Afridi (00:40):Let's get into it. It's a comprehensive launch. It's a launch of a new product within the Godiva range called Masterpiece, but it's also the start of a brand reset. And so part of this has an eye towards the now of launching this new product that's great, but also towards activities that are going to happen over the next one year. Godiva turns 100 next year, and so what we wanted to accomplish was the first big step in this centennial, what we call re-imagining of the Godiva brand.Speaker 2 (01:17):Yeah, that's a legacy brand for sure.Speaker 3 (01:18):And happy birthday as well.Speaker 2 (01:20):Thank youSpeaker 3 (01:20):A hundred years. Thank you. Thank you to Godiva. On behalf of Godiva, I'd say thank you.Speaker 1 (01:26):Yeah. In that hundred, how would you define what Godiva stands for as a legacy brand over that century?Speaker 3 (01:34):Godiva is a premium chocolate brand. It's been called a luxury chocolate brand, but we prefer to call it premium because it makes it more accessible, which we can talk about a little bit more. It's a Belgian heritage brand. Belgian chocolates are different than the normal. Speaker 2 (01:51):That’s good, in my opinion,Speaker 3 (01:53):Different than the normal chocolate milk-based chocolate, but it's just great tasting, high quality chocolate that you feel great giving to others as a gift and having for yourself as well.Speaker 1 (02:08):So just to ask you about this specific campaign, what made you wanted to bring that legacy as it were up to date? Is that the right way of putting it into today's culture through this campaign?Speaker 3 (02:18):Yeah, in a way. Let's say it's a hundred year reboot because turning a hundred, you have to celebrate your heritage, but reposition for the future. So it's about getting contemporary, bringing some of those traditional values and equities of the brand, but modernizing them for today and starting this, what we call re-imagining with totally new offerings coming over the next one to two years. We've started with what we call Masterpiece, and Masterpiece is a small chocolate piece that comes in a bag with multiple pieces in there, and it's great for sharing with others or treating yourself. So this is the first step. We've just launched this now it's in the market. In the next few weeks you'll see a totally reimagined what we call gold box and truffle box, which is high-end premium chocolate in specialty stores and on the giva.com website where we've totally revamped chocolate and got new offerings in that. So that's coming over the holiday period, Valentine's Day, there'll be another new collection coming next fall. Towards the end of the next year, we'll have some more gifting chocolates available that will be broadly available. And that's the start. And then after that, in the year 2027, we've got other exciting things coming in. So it's a sequenced campaign. Speaker 2 (03:47):Good timing for the holiday season, I'm sure.Speaker 3 (03:50):Exactly, exactly. Holiday seasons are important for us. Every day is important for us, but the holiday seasons are very important for us. Yes.Speaker 2 (03:58):Can you describe a little bit of the campaign itself and what viewers might see and experience as they witness the campaign?Speaker 3 (04:06):Yeah, I guess the first thing you'll see is a wonderful cinematic traditional sort of advertising, which has got some drama in it. It's got wonderful aesthetic, but at its heart it's a product centered ad and the product is celebrated in there, the taste of that. So that's let's say the hero piece or the centerpiece. But in addition, what you'll see is a lot of social content in different variations. You'll see different versions in digital tv. You'll see a billboard coming later, so some nice still art coming there. Now what's unique about this is we didn't look at it as just a specific campaign and a point of time. We ...
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    21 mins
  • The Guardian’s Sara Badler on promoting journalism that’s “global, independent and free”

    The Guardian’s Sara Badler on promoting journalism that’s “global, independent and free”
    Oct 22 2025
    In late September, The Guardian launched its first major U.S. marketing campaign, featuring the tagline “the whole picture.” It’s a bold statement of intent from the 204-year-old news organization aimed squarely at American audiences, which highlights The Guardian’s brand of free, independent journalism.In this episode of The Big Impression, our hosts catch up with Sara Badler, chief advertising officer in North America for The Guardian U.S., to explore the vision behind the campaign, as well as some early takeaways since launch. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:08):Today we're joined by Sara Badler, the chief advertising Officer of The Guardian U.S. She's leading the charge behind the Guardian's first major US brand campaign called The Whole Picture, a bold effort to reintroduce one of the world's most trusted news organizations to American audiences.Damian Fowler (00:29):It's an ambitious moment for The Guardian with plans to expand coverage in New York and DC launch new US podcasts and connect with readers in fresh ways. The campaign is signaling a big step forward for the brand and for quality journalism in the digital age.Ilyse Liffreing (00:44):From that striking yellow billboard in Midtown Manhattan to new approaches in digital marketing and audience engagement, the Guardian is proving that serious journalism can still make a splash and drive real impact.Damian Fowler (00:58):Let's get into it.Sara Badler (01:01):The whole picture is really, it's The Guardian saying, which I think now is more important time than ever, is this idea that we are completely global perspective, we are independent and we have no paywall. Everyone can read us and we are focused and dedicated to journalism. And the whole picture really shows dedicated in every sort of way of telling the facts whether that is culturally, artistically with the World Cup coming upon us. And obviously The Guardian is a massive, one of the biggest soccer ducks in the world, if not the biggest, and really showing up in different ways the whole picture. And so I'm probably talking too much about this, but you see us on the subway, we did a live activation last week in the Meatpacking District and it's just really showing who we are and what we represent.Damian Fowler (01:59):Yeah, it is interesting. It's one of those things like the 1111 thing when you think about it and you notice it. Once I saw the campaign launch, then I saw it on the New York subway and it was everywhere. But I'd read that the editor of the Guardian, Catherine ER had said that this is the perfect time to reintroduce the Guardian to US audiences. And I know it's had great traction in the country for a while. Why is that? Why do you think it is the perfect time, especially in New York and metropolitan cities, why is it the right time?Sara Badler (02:34):I think now more than ever, we really want alternative news sources. And I say that mean the Guardian's been around for 200 years. We are not new by any means, but we are new-ish and more of a teenager here in the US and we have tons of obviously news outlets and a lot of them are owned and operated by billionaires. And there's all different things that are happening to them. There's consolidation, there's putting up more paywalls. And I think now more than ever, having something free and a truly global perspective is unique and something that we have.Ilyse Liffreing (03:11):And the campaign itself has such a striking centerpiece, the creative looking at it, it's bright yellow, there's words that are hidden. I'm curious if you can describe a little bit about that creative choice developed with Lucky Generals and can you walk us through basically the idea behind that concept?Sara Badler (03:32):It was not easy. I would say that it took our marketing and cross organizational functions a long time to come up with this with Lucky Generals to credit to them. They've been amazing and they've worked with us in the UK and now in the US and we also work with PhD as an agency, which also has been amazing. And it just took time of evolving of what our real story is and what we want people to get out of it. And I think the global perspective, free independent journalism that's factual with integrity and talking about culture in these key moments is really what we wanted people to understand. And here,Ilyse Liffreing (04:14):Yeah, looking at the media strategy a little bit, what was the plan for go to market and for reaching those target audiences?Sara Badler (04:24):And I think this is with every marketing campaign. I was actually on talking yesterday on a panel and saying there's no more, my marketing campaign is like a media plan. You've got a podcast, you've got ...
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    25 mins
  • Michael Rubenstein on Founding Firsthand, AI, and the Future of Ad Tech

    Michael Rubenstein on Founding Firsthand, AI, and the Future of Ad Tech
    Oct 15 2025

    Mike O’Sullivan (Co-Founder of Sincera and GM of Product at The Trade Desk) sits down with Michael Rubenstein, Co-Founder and Co-CEO of Firsthand, for a candid founder-to-founder conversation about innovation, risk, and leadership in the age of AI.

    From DoubleClick to AppNexus to Firsthand, Michael shares lessons from decades at the forefront of ad tech: what it means to build with purpose, how to hire and scale teams that thrive, and why the next wave of growth will come from brands who embrace AI directly.

    If you care about founder stories, AI, ad tech innovation, and building products that last, this episode offers a rare inside look from two builders shaping the future of the open internet.


    Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    39 mins
  • Samsung’s Allison Stransky on the future of AI in the home — and beyond

    Samsung’s Allison Stransky on the future of AI in the home — and beyond
    Oct 1 2025
    On the latest episode of The Big Impression podcast, Samsung’s Allison Stransky discusses the company’s new AI-focused campaign, “Your Home Speaks You.” She explains the importance of conveying how Samsung’s AI-powered home-automation features benefit the consumer. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Allison Stransky, Chief Marketing Officer at Samsung Electronics America. She's led brand strategy at global companies like Google and L'Oreal, and now drive Samsung's vision for the connected home.Damian Fowler (00:24):Allison's here to talk about Samsung's new campaign Your Home Speaks You launched in June. The campaign highlights the joy of a home that feels more personal, showing how Samsung's connected products and Galaxy AI come together in everyday moments. Think a washer dryer that finishes a load in 68 minutes or a fridge that tells you to order some more cheese.Ilyse Liffreing (00:47):I love that idea. It's an omnichannel campaign built on real consumer insights about what homeowners actually need and how connected tech can save time, reduce stress, and make life a little easier.Damian Fowler (01:01):So let's get into it.Ilyse Liffreing (01:08):So Alison, the campaign Your Home speaks to you. It really redefines the home, not just as a space but as a feeling. And for the first time, it actually connects all of Samsung's various products into one overall story where anybody can pair these devices throughout the home together. Can you discuss the campaign and then how you translated that vision into the creative?Allison Stransky (01:31):Absolutely. So the initial insight behind your home speaks you is that we are all unique individuals and so are our homes, but also our homes are unique reflection of ourselves. And this actually went back to a campaign that we launched in 2024, but in 25 we took a really exciting evolution, which as you said was the first time we made a wide reaching video, digital video campaign featuring multiple Samsung products working together because we wanted to really convey to consumers who know consumers who don't know how much more you can get out of the Samsung ecosystem when you connect it all through smart things and what is also net new, how Galaxy AI takes those benefits really to the next level. So we are firm believers in how incredible our products are and how amazing they can all be when they work together, but we needed to translate that into something really tangible and relatable.(02:38):So that's where it came to life. In this campaign we featured four different hero products, the two TVs, combo washer dryer and the Bespoke fridge in sequence with a number of mobile products because that is where a lot of the real benefits of the interoperability can start to happen and then looked for real emotional insights to drive the storyline. So to turn that idea into a campaign, it all starts with the data. So we wanted to start by understanding the features and the benefits that our consumers like the most about our products and how our products work together. And then we took that data and turned them into insights. So to give you an example of how that worked, I'll start with the bespoke combo washer dryer. This is a new product that we launched in 2025. It does a wash in a dry all in one cycle in 68 minutes.(03:38):So this is the fastest combo washer dryer on the market, which is great. Fast speed is a great benefit, but when you connect to smart things and you start working with all of your devices together, you can really take your efficiency to the next level through things like notifications. But the human insight that comes into play is imagine that you are coming home and have to get ready for a date and you find that your dog is sitting on the clothes that you laid out for your date and your now brief tells you you have to be out the door in 75 minutes. Well, Samsung saves the day or the date night with the combo washer dryer and the sequence of notifications so you can get ready to go. And that's how really we thought about the whole campaign of bringing it together is it started with a product, it's made better by smart things in ai, but it's really a data-driven human insight that takes the whole thing and brings it to life.Ilyse Liffreing (04:34):Oh yeah, that's really cool. I know it took me two and a half hours to do laundry the other night.Damian Fowler (04:39):That's way too long.Ilyse Liffreing (04:41):And your own research has found that 76% of households already own at least one SAM product and then 27% have three or more. So how did those data insights actually help you shape the campaign?Allison Stransky (04:56):Well, that is data that we're really ...
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    29 mins
  • Nestlé’s Antonia Farquhar on why KitKat and F1 joined forces

    Nestlé’s Antonia Farquhar on why KitKat and F1 joined forces
    Sep 24 2025
    On the latest episode of The Big Impression, Nestlé’s Antonia Farquhar talks about striking unexpected partnerships, like KitKat with Formula One, to keep the 90-year-old chocolate brand fresh. It’s part of a larger strategy to connect with new audiences through live cultural moments. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're spotlighting one of the most ambitious shifts happening in brand marketing, Nestle's global push to redefine performance in a world where reach, relevance and streaming. Now go hand in hand.Damian Fowler (00:21):Our guest is Antonia Farquhar, global head of Media and partnerships at Nestle. Antonia has been at the forefront of Nestle's pivot towards connected TV and long-term brand building across categories, continents, and campaigns.Ilyse Liffreing (00:35):From Formula One to Gen Z coffee drinkers, she's helping Nestle rethink what media performance really means in a CTV first world and how brands can use new tools and data to close the loop between awareness and action.Damian Fowler (00:50):Let's get into it.Ilyse Liffreing (00:52):Antonia. So I understand that you guys are sponsoring Kit Kat's Formula One. I'm very curious to learn more about that.Antonia Farquhar (01:03):Yeah, one of the reasons that the Kit Kat team put that sponsorship together was to really, they've got an existing brand strategy, have a break, have a Kit Kat, right?Damian Fowler (01:14):Everybody loves that.Antonia Farquhar (01:14):Which is decades and decades old. I think it's way over 75 years old, that consistency of brand message is there and it's really part of the foundations of that brand. But the break is more important than ever in a busy world that we all live in today. And so it was really putting the brand at the heart of also everybody needs a break. How can we capitalize on that? And F1 has gone from being very much, I think known as a petrol head sports, to really bringing in different audiences, so younger, more diverse across the genders and it's global and Kit Kat is a major global brand of ours. So it was an excellent opportunity to really bring together the brand and I guess wouldn't have been an expected place. And then to capitalize on that, on giving people a better break as well.Ilyse Liffreing (02:08):Can you give me a little bit of background about why sports and why Formula One?Antonia Farquhar (02:15):I think for me, sports is one of the last truly appointment of view. Live viewing. You do not want to miss the race. You do not want to miss the final, you do not. There's so many of those moments now where it is also, people are talking about it, who won, how's the lineup, where is it? Et cetera. So it's part of cultural conversations and really the opportunity for our brands is to connect into what's happening, making sure we are injecting our brands with freshness and bringing in that new conversations. And I think sponsorship like the F1, and we also did Coffee Mate and the Super Bowl early this year, again, to really capitalize on where's the real excitement happening and how do we inject our brands in a distinct way. Obviously being true to their brand codes to new and different audiences,Damian Fowler (03:13):A thought a 30,000 foot view, you look across the landscaping like, well, these are the moments where we need to show upAntonia Farquhar (03:20):For sure. I mean, one of the role within the team is to really inspire and provoke and drive that distinctiveness for our brands. We are privileged to have a lot of huge global brands, but we're also over 150 years old as a company. So it's how do you inject that freshness? How do you stand out in a increasingly fragmented media landscape? So I think this is where we want brands to really lean in and as I said, it is holding on what is your brand territory? Where is that strategic foundations that hold true and need to be consistent, but how do you punch and become a little bit more maybe unexpected? Unexpected places is clearly one of the themes that I'm seeing in the industry lately that it drives that attention.Damian Fowler (04:20):When you talk about unexpected places. Could you say a bit more about that?Antonia Farquhar (04:26):I mean, we all know we are living in a very attention. Yeah, the second you wake up the phones, the amount of apps on your phones, it's increasingly hard and I think it'll continue to get harder to really drive connectivity to brands with people. And so I think doing something a little bit different and perhaps wouldn't, it's not predictable for that brand to be in that particular place or speaking in a different environment. I think that's an opportunity going forward. And I think when you look at a lot of the award-winning ...
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    21 mins