Riedy agreed that the spot was effective. “People love brands. And I think what this spot is doing for you is reminding people about that,” he said.
Creatively, Kirkham has a mantra: “Make simple special.” He explained it as taking a simple idea about a brand and using marketing to connect with consumers on a deeper level.
“That’s why brands matter,” Kirkham said. “We’re there to bring our consumers along the journey with us, to really engage them, not just talk to them. And you have to be relevant. I think relevance is the No. 1 metric we should all be following right now.”
