In this special wrap-up episode, host Ellis Bird takes us on a journey through the highlights of 2025. From exploring the power of consistency with System1 to diving into the $9.7 trillion escape economy, redefining the cider category, and learning how play drives results, this year has been packed with insights and inspiration. Relive standout moments, hear from the brilliant minds behind the biggest campaigns, and discover the lessons that shaped the year in marketing.

Thank you for listening to The Brief in 2025.

See you in 2026!

What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.

We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This session is a masterclass in how playful strategies can lead to powerful, measurable success.

In this episode, you’ll discover:

• Why "playful" doesn't mean "frivolous" and how it creates genuine emotional bonds with consumers.

• Insights into how leading brands are using creativity to disrupt categories and drive effectiveness.

• How McCann’s collaborative, playful partnership with Aldi has delivered standout campaigns and brand growth.

• The connection between entertaining advertising and long-term brand building.

• Actionable ideas for injecting a sense of fun into your own marketing strategies to achieve incredible outcomes.

  
  

For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.

Forget rolling hills and apple-picking clichés, Crumpton Oaks is redefining the cider game! From the bold 2022 Straight Outta Crumpton campaign, a clever twist on N.W.A.'s iconic track, to the vibrant Happy Applecore campaign featuring an original track by DJ Hixxy, Crumpton Oaks puts nostalgia and entertainment front and centre.

In this episode of The Brief, host Ellis Bird sits down with Grace Anthony, Head of Marketing at Aston Manor Cider, and Adam Bodfish, Executive Creative Director at McCann, to explore how Crumpton Oaks is shaking up the cider industry. They discuss breaking free from traditional category norms, the power of entertainment, and the critical role of strong client-agency relationships in tackling creative challenges.

From psychedelic projections to rap-inspired TV ads, this episode dives deep into how Crumpton Oaks is leaving countryside conventions behind and making cider bold, fresh, and unforgettable.

What’s in the episode:

• The reason behind Crumpton Oaks’ mission to disrupt
• The role of entertainment and nostalgia
• Creating ‘artvertising’
• How Straight Outta Crumpton came to be
• Testing VOD for the first time
• Tapping into the 90s with Happy Applecore
• Why and how the team worked with DJ Hixxy to create an original track
• Using innovative media
• The importance of strong client/agency relationships
• Building on the success of the past three years

Watch the ads

Straight Outta Crumpton

Happy Applecore