Forge

What happens when an award-winning consumer marketer from Gucci, Under Armour & Starbucks becomes Global Chief Brand Officer at the world's biggest bank? That's exactly what we found out by inviting Leanne Fremar, Global Chief Brand Officer of JPMorganChase, onto the latest episode of The Persuasion Game. Since joining in 2018, Leanne has helped to redefine the strategies and identities of JPMorganChase and its two flagship brands: Chase and J.P. Morgan. Leanne is responsible for driving the strategic direction and execution of all advertising and experiential consumer touchpoints, including sponsorship of the US Open and the upcoming L.A. Olympics. What makes Leanne so interesting is her background, bringing a wealth of consumer experience from Gucci, Theory and Ralph Lauren, as well as leadership of Starbucks Global Brand Studio. She also ran the Women’s business at Under Armour, where she launched the hugely successful “I Will What I Want” campaign, picking up the Cannes Lions International Festival of Creativity Grand Prix and a UN Women Breaking Gender Stereotypes Award, with Leanne winning Ad Age’s Marketer of the Year. In this episode, Leanne shares: - How Chase Sapphire Reserve broke category codes to position as a luxury brand in a campaign with Hailey Bieber and Claudia Schiffer - What her consumer background taught her about marketing to a B2B audience - How Chase effectively activates its brand in culture and fandom through partnerships with the US Open, New York Knicks, Madison Square Garden and L.A. Olympics 2028 A huge thank you to Leanne and her team for making this happen and to Forge's sister agency Big Spaceship for making the introduction on the back of the great work you are doing together. Listen to the full episode via the link in the comments. #ThePersuasionGame MSQ, Taryn Crouthers, Raphaël Bouquillon, Colton M.

Static demand spaces don't work in a dynamic world. There's a better way. This is the first in a series of videos about Forge's brand-new Dynamic Demand approach. Karl Miley introduces why we need them and how we build them below. Follow Forge for the rest of the series.

Richard Shotton on how marketers overinvest in making things desirable and underinvest in making things frictionless. Search The Persuasion Game wherever you get your podcasts.

Richard Shotton on the power of social proof in marketing and how finding your own take on it creates cut through. Search The Persuasion Game wherever you get your podcasts.

Marketing is fundamentally about behaviour change, so why wouldn’t you draw on 130 years of experimentation to gain an advantage? Richard Shotton is a behavioural science expert and knows better than most how brands can successfully leverage it to win consumers’ hearts and minds. Some key takeaways: - How removing small bits of friction in your customer journey can lead to huge results - The power of social proof to boost perceptions of your brand’s popularity - How to bridge the ‘say-do gap’ If you’re looking for a secret weapon to unlock your marketing challenges - read below or listen to the full episode

This week on TPG, Richard Shotton, author of The Choice Factory, tells us that marketers are missing a trick by ignoring behavioural science. When we set out to create The Persuasion Game a year ago, Richard was right at the top of our 'dream guests' list. He had authored two books on behaviour and persuasion - The Illusion of Choice and The Choice Factory - and had made a name for himself applying the learnings from academia to marketing. A perfect guest for the pod! His latest book, Hacking the Human Mind, uses behavioural science to explain the growth of 17 top brands. We invited Richard to share his learnings... We covered: - How Monzo and Aperol use ‘social proof’ - How distinctiveness works - but not in the way that you think! - How Kraft understood the say-do gap - How ‘making it easy’ can transform a brand’s fortunes. Available wherever you get your podcasts. (This week, check out Spotify & YouTube where our very first full video episode has launched!) Richard Shotton, Laura Halliday, Adam Rowles