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The Brief Ep26: Seven years of Admouth: how emotion became Admiral's competitive advantage
For many insurance brands, marketing follows a familiar forumal: price, product features and category conventions. Admiral chose a different route, putting people at the heart of its brand with a distinctive and effective brand world that stands apart in the category.
Together, Admiral and McCann have built far more than a campaign. Through emotional storytelling, distinctive brand assets and a consistently welcoming experience, they created Admouth: a rich, recognisable brand world that can flex across stories while always feeling unmistakably Admiral.
The result is more than memorable creative. It’s a platform that has helped Admiral outpace competitors, win industry recognition and demonstrate the commercial power of long-term brand building.
In this episode, host Molly Thynne, Marketing Manager at McCann, is joined by Katie Dulake, Head of Brand at Admiral, and Sarah Warewinter, Head of Agency at McCann in Bristol,to explore the partnership behind Admouth, why emotional connection matters in a rational category, and how you build a brand world that stays distinctive while continuing to evolve.
In this episode, you'll uncover:
How Admiral identified an opportunity to build stronger emotional connections in insurance
Why a people-first approach became central to brand strategy
Why emotional storytelling has been a powerful driver of cut-through and impact
What goes into building a distinctive and fluent brand world - go behind the scenes of the creative idea
The role of consistency, distinctive brand assets and long-term collaboration between client and agency in driving growth
The road to industry recognition and effectiveness awards
16 Apr 2026
The Brief Ep25: Jammie Dodgers LIVE at MAD//North - Keeping a 70-year-old brand young at heart
How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy?
In this special live episode of The Brief, recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand.
Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how distinctive brand assets, creative consistency and a clear brand truth helped reposition Jammie Dodgers for a new generation - without losing what made people love it in the first place.
This episode is a masterclass in how long-term brand thinking, emotional connection and a bit of brave creativity can help legacy brands stay young at heart.
In this episode, you’ll uncover:
Why rediscovering a brand’s core truth is often the key to unlocking growth
How Jammie Dodgers reframed “mischief” as a way to connect with modern families
The role that distinctive brand assets play in building memory and effectiveness
Why creative consistency compounds commercial impact over time
How emotionally led creativity drives both fame and long-term brand growth
For more conversations on building enduring brands and effective creativity, subscribe to The Brief wherever you get your podcasts.
17 Feb 2026
The Brief Ep 24: Beyond the buzz - how DioniLife is redefining the 'no & low' space
The non-alcoholic beverage sector isn’t just about ‘not drinking’ anymore - it’s about more and better choices, superior flavours, and a fundamental shift in social culture.
In this episode of The Brief, host Jo Jacques, Managing Director, Advertising, at McCann, is joined by Nik Keane, Founder and Chief Marketing Officer of DioniLife, and McCann’s Chief Strategy Officer, Ringo Moss.
Together, they explore Nik’s fascinating journey from "gamekeeper to hunter" - swapping a high‑level marketing role at drinks giant Diageo for the agile, high‑stakes world of an alcohol‑free startup.
We dive into the reality of the category today: unpacking whether the rise of ‘No and Lo’ reflects deeper lifestyle changes and cross‑generational shifts; how challenger brands can carve out space as industry titans enter the arena; and why “quality without compromise” is the only viable strategy when you're asking consumers to swap their favourite spirit for an alcohol‑free alternative.
This episode offers a refreshing look at a category that’s not just booming, but here to stay.
In this episode, you'll discover:
How cultural language and shifting behaviours amongst audiences are redefining what it means to “enjoy a drink” today.
How DioniLife is helping make alcohol‑free drinking a confident, mainstream choice for every occasion.
Nik's journey from leading global marketing at Diageo to navigating the startup world with DioniLife.
How DioniLife prioritises experience and quality to appeal to a growing audience of non-drinkers.
The challenges and opportunities of being a challenger brand in a rapidly evolving/growing sector, and the role of agencies and partnerships in taking bold, calculated risks.
For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.
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