How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien
Today I'm joined by Susan O'Brien, who is the VP Brand at Just Eat Takeaway. Just Eat are famous for their ads with celebs such as Snoop Dogg and Katy Perry, but are even more well known for their catchy jingle "Did somebody say...?". In this episode we break down Susan's career and how to make such an effective campaign.Timestamps00:00 - Start01:16 - How Susan got into marketing03:43 - Freelancing07:30 - The secret to longevity as a marketer09:44 - The realities of being a CMO14:25 - The CMO’s view on Cannes16:44 - The “Did Somebody Say” campaign20:54 - The impact of audio branding24:11 - Operating in a fiercely competitive market26:01 - Choosing to invest in celebrity talent / Snoop Dogg29:06 - From Snoog Dogg to Katy Perry31:31 - Secret to an effective client agency relationship32:44 - Coming up with new ideas35:47 - Using your gut vs using the data39:35 - Advice to marketers in scale ups