Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, why the brand partnered with Sydney, and how they handled the extreme social-media reaction. We discuss the data behind the campaign’s success, the decision to pause before responding, and what the advertising press got wrong. Craig also shares lessons in brand leadership, navigating public scrutiny, and what it takes to be a successful CMO in 2025.

Timestamps

00:00 - Intro
00:35 - The Travis Kelce x American Eagle collaboration
01:51 - Why American Eagle partnered with Sydney Sweeney
03:21 - Did American Eagle know the campaign was going to explode on social media
04:24 - What caused the extreme reaction to the campaign?
06:08 - The System1 scores for the Sydney Sweeney x American Eagle campaign
08:11 - How did it feel seeing the campaign come under so much scrutiny?
11:50 - Choosing to pause instead of reacting immediately
13:41 - Dealing with the personal side of some of the comments
15:09 - The actual results of the Sydney Sweeney campaign
16:51 - The reaction vs the media buy - what was the impact?
18:11 - When Jon almost closed the London Underground with Amaretto
20:53 - Did the advertising press get it wrong about the American Eagle campaign?
22:14 - Craig’s advice for other marketers facing a crisis
27:15 - Will American Eagle continue to work with Sydney Sweeney?
28:31 - Are we entering a “Jeans Wars” era?
29:40 - The product strategy for American Eagle
30:51 - How important are celebrity endorsements in Fashion
31:45 - What are the elements for success for American Eagle
33:26 - 3 things that make a successful CMO in 2025
39:56 - What does a successful CMO look like?
40:44 - The one thing to remember from this conversation

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 billion the previous year. A fitting closing act for one of the industry’s most creative leaders.

In this second conversation with David, we reflect on his career, the lessons he’s learned, and what he would do if he were starting from scratch. From creativity’s place at the heart of business to the power of simple ideas, David shares the philosophies, failures, and insights that have defined his journey.

Timestamps

00:00:00 - Start
00:02:45 - Lessons from being CEO of Accenture Song
00:06:01 - Why creativity needs to be at the forefront of businesses
00:11:01 - How technology can enable creativity, rather than kill it
00:18:42 - What is David Droga most proud of leaving as his legacy
00:27:40 - What what David Droga do if he was starting from scratch
00:29:59 - What are the traits of David Droga’s favourite clients
00:34:59 - What trends are overrated and underrated according to David Droga
00:40:52 - David Droga ideas that never saw the light of day
00:43:58 - The business that almost came before Droga5
00:46:49 - The size of the idea is 50x more important than the budget
00:48:10 - Droga’s best campaign on a small budget
00:56:31 - Power of building on a campaign platform
01:02:06 - The power of simple ideas
01:07:48 - The most "Aussie" thing Droga has ever done

Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.

Timestamps:

00:00 - Start
01:07 - Why Richard is launching a new book
02:54 - Why Guinness takes 119.5 seconds to pour
05:46 - Why a 4 star review is better than a 5 star review
07:50 - Why the Pratfall effect is so powerful
11:00 - Why Aperol Spritz has become so popular
18:18 - The behavioural science behind the Liquid Death success
21:06 - Why consistency works according to behavioural science
27:49 - Why Red Bull succeeds while defying convention
34:15 - The labour illusion; Dyson Example
41:03 - Why does the “You’re Not You When You’re Hungry” strapline work
43:01 - Why we need to use humour more
45:12 - Why has KFC dominated the fried chicken market?
49:41 - The secrets behind the success of Pringles
53:58 - Why jingles stick in our heads
58:23 - How Apple used “Concrete Expressions”