Behind the Campaign

What does it really take to turn a brand collaboration into a full sensory experience? In this episode of Behind the Campaign, Andi Robinson sits down with Jack Shaw, co-founder of Laykhaus, to talk through how scent, storytelling, and shared values shaped a standout collaboration with Sonora Resort. Jack explains how Laykhaus approaches co-creation, from developing signature scents inspired by place to extending the story across v...

 A bourbon brand’s story becomes a masterclass in marketing craft. In this episode, Scott Purcell of Man of Many shares how his team brought Angel’s Envy to life for Australian audiences through rich storytelling, stunning videography, and a deep look at the people behind the spirit. He walks through the strategy, production, and collaboration that shaped the campaign, along with insights into long-form brand content, authenticity,...

What happens when a toilet paper brand meets a beloved video game? In this episode of Behind the Campaign, Andi Robinson chats with Kiku Gross, senior copywriter, about how Cottonelle brought its Down There Care campaign into Animal Crossing—with a little help from T-Pain and Jenny Yang. Hear how a lighthearted joke in a Zoom brainstorm turned into a cultural moment that redefined creative brand activation during the COVID lockdown...

What happens when a brand turns spreadsheets into choreography? In this episode, Carl Ronander, VP of Marketing at Funnel, joins host Andi Robinson to share how the “Make Data Dance” campaign transformed the way marketers think about data. From redefining Funnel’s brand story to connecting emotional storytelling with analytics, Carl explains how the team balanced creativity and performance—and cut acquisition costs in half along th...

What happens when a marketing and product experience agency rebrands itself? In this episode, Andi Robinson talks with Chelsea Douglass, Director of Marketing at Innovatemap, about the agency’s bold decision to “turn the mirror inward” and run its own brand process on itself.

Chelsea shares lessons learned from leading a rebrand inside a creative agency — from the importance of research and collaboration to managing expectations and...

What does it take to market a cause as complex — and sometimes controversial — as public education? In this episode of Behind the Campaign, Andi Robinson talks with Jenn Lisak Golding, Founder & CEO of Sapphire Strategy, about the nonprofit initiative Our Public Schools Work.

You’ll hear how this campaign:

• Amplifies positive stories about Indiana’s public schools while navigating criticism and misinformation.
• Engages diverse a...

In this episode of Behind the Campaign, Andi Robinson talks with Dominik Angerer, CEO of Storyblok, about the Joyful Headless campaign—a rebrand designed to show how content management can be joyful instead of frustrating.

Dominik explains how customer feedback inspired the concept, how Storyblok balances the needs of both marketers and developers, and the ways AI is transforming everyday workflows inside the CMS. From major brandin...

How do you create a marketing campaign without access to the product? That was one of the challenges faced by Borshoff when developing the campaign for the new Alligators and Crocodiles exhibit at the Indianapolis Zoo. Learn about the fun they had interviewing kids and how the idea of creating a rap commercial came to be. 

Guests: Dominique Gilmour, Vice President, Client Services, Borshoff and Colin Dullaghan, Sr. Writer, Borshoff

W...

Chef For Hire serves residents of Indiana and Ohio, including those who are homebound and children, with nutritious and delicious meals. They embarked on a new model that lets their clients choose their meals. They needed a way to communicate this to those who needed to know. Learn how they did research, used psychology, and came up with a robust campaign for this unique new offering. 

Guests: Rebecca Bormann, CEO of RB Consulting A...