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The Big Impression

The Big Impression

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The Big Impression returns for another season of insights and inspiration from leaders at the world’s most influential brands. Editors and co-hosts Damian Fowler and Ilyse Liffreing will look to uncover candid stories on game-changing campaigns from some of the world's biggest brands — including wins, losses, and lessons. New episodes are released every Wednesday.2023 The Current Podcast Economía Exito Profesional Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
Episodios
  • Samsung’s Allison Stransky on the future of AI in the home — and beyond

    Samsung’s Allison Stransky on the future of AI in the home — and beyond
    Oct 1 2025
    On the latest episode of The Big Impression podcast, Samsung’s Allison Stransky discusses the company’s new AI-focused campaign, “Your Home Speaks You.” She explains the importance of conveying how Samsung’s AI-powered home-automation features benefit the consumer. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Allison Stransky, Chief Marketing Officer at Samsung Electronics America. She's led brand strategy at global companies like Google and L'Oreal, and now drive Samsung's vision for the connected home.Damian Fowler (00:24):Allison's here to talk about Samsung's new campaign Your Home Speaks You launched in June. The campaign highlights the joy of a home that feels more personal, showing how Samsung's connected products and Galaxy AI come together in everyday moments. Think a washer dryer that finishes a load in 68 minutes or a fridge that tells you to order some more cheese.Ilyse Liffreing (00:47):I love that idea. It's an omnichannel campaign built on real consumer insights about what homeowners actually need and how connected tech can save time, reduce stress, and make life a little easier.Damian Fowler (01:01):So let's get into it.Ilyse Liffreing (01:08):So Alison, the campaign Your Home speaks to you. It really redefines the home, not just as a space but as a feeling. And for the first time, it actually connects all of Samsung's various products into one overall story where anybody can pair these devices throughout the home together. Can you discuss the campaign and then how you translated that vision into the creative?Allison Stransky (01:31):Absolutely. So the initial insight behind your home speaks you is that we are all unique individuals and so are our homes, but also our homes are unique reflection of ourselves. And this actually went back to a campaign that we launched in 2024, but in 25 we took a really exciting evolution, which as you said was the first time we made a wide reaching video, digital video campaign featuring multiple Samsung products working together because we wanted to really convey to consumers who know consumers who don't know how much more you can get out of the Samsung ecosystem when you connect it all through smart things and what is also net new, how Galaxy AI takes those benefits really to the next level. So we are firm believers in how incredible our products are and how amazing they can all be when they work together, but we needed to translate that into something really tangible and relatable.(02:38):So that's where it came to life. In this campaign we featured four different hero products, the two TVs, combo washer dryer and the Bespoke fridge in sequence with a number of mobile products because that is where a lot of the real benefits of the interoperability can start to happen and then looked for real emotional insights to drive the storyline. So to turn that idea into a campaign, it all starts with the data. So we wanted to start by understanding the features and the benefits that our consumers like the most about our products and how our products work together. And then we took that data and turned them into insights. So to give you an example of how that worked, I'll start with the bespoke combo washer dryer. This is a new product that we launched in 2025. It does a wash in a dry all in one cycle in 68 minutes.(03:38):So this is the fastest combo washer dryer on the market, which is great. Fast speed is a great benefit, but when you connect to smart things and you start working with all of your devices together, you can really take your efficiency to the next level through things like notifications. But the human insight that comes into play is imagine that you are coming home and have to get ready for a date and you find that your dog is sitting on the clothes that you laid out for your date and your now brief tells you you have to be out the door in 75 minutes. Well, Samsung saves the day or the date night with the combo washer dryer and the sequence of notifications so you can get ready to go. And that's how really we thought about the whole campaign of bringing it together is it started with a product, it's made better by smart things in ai, but it's really a data-driven human insight that takes the whole thing and brings it to life.Ilyse Liffreing (04:34):Oh yeah, that's really cool. I know it took me two and a half hours to do laundry the other night.Damian Fowler (04:39):That's way too long.Ilyse Liffreing (04:41):And your own research has found that 76% of households already own at least one SAM product and then 27% have three or more. So how did those data insights actually help you shape the campaign?Allison Stransky (04:56):Well, that is data that we're really ...
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    29 m
  • Nestlé’s Antonia Farquhar on why KitKat and F1 joined forces

    Nestlé’s Antonia Farquhar on why KitKat and F1 joined forces
    Sep 24 2025
    On the latest episode of The Big Impression, Nestlé’s Antonia Farquhar talks about striking unexpected partnerships, like KitKat with Formula One, to keep the 90-year-old chocolate brand fresh. It’s part of a larger strategy to connect with new audiences through live cultural moments. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're spotlighting one of the most ambitious shifts happening in brand marketing, Nestle's global push to redefine performance in a world where reach, relevance and streaming. Now go hand in hand.Damian Fowler (00:21):Our guest is Antonia Farquhar, global head of Media and partnerships at Nestle. Antonia has been at the forefront of Nestle's pivot towards connected TV and long-term brand building across categories, continents, and campaigns.Ilyse Liffreing (00:35):From Formula One to Gen Z coffee drinkers, she's helping Nestle rethink what media performance really means in a CTV first world and how brands can use new tools and data to close the loop between awareness and action.Damian Fowler (00:50):Let's get into it.Ilyse Liffreing (00:52):Antonia. So I understand that you guys are sponsoring Kit Kat's Formula One. I'm very curious to learn more about that.Antonia Farquhar (01:03):Yeah, one of the reasons that the Kit Kat team put that sponsorship together was to really, they've got an existing brand strategy, have a break, have a Kit Kat, right?Damian Fowler (01:14):Everybody loves that.Antonia Farquhar (01:14):Which is decades and decades old. I think it's way over 75 years old, that consistency of brand message is there and it's really part of the foundations of that brand. But the break is more important than ever in a busy world that we all live in today. And so it was really putting the brand at the heart of also everybody needs a break. How can we capitalize on that? And F1 has gone from being very much, I think known as a petrol head sports, to really bringing in different audiences, so younger, more diverse across the genders and it's global and Kit Kat is a major global brand of ours. So it was an excellent opportunity to really bring together the brand and I guess wouldn't have been an expected place. And then to capitalize on that, on giving people a better break as well.Ilyse Liffreing (02:08):Can you give me a little bit of background about why sports and why Formula One?Antonia Farquhar (02:15):I think for me, sports is one of the last truly appointment of view. Live viewing. You do not want to miss the race. You do not want to miss the final, you do not. There's so many of those moments now where it is also, people are talking about it, who won, how's the lineup, where is it? Et cetera. So it's part of cultural conversations and really the opportunity for our brands is to connect into what's happening, making sure we are injecting our brands with freshness and bringing in that new conversations. And I think sponsorship like the F1, and we also did Coffee Mate and the Super Bowl early this year, again, to really capitalize on where's the real excitement happening and how do we inject our brands in a distinct way. Obviously being true to their brand codes to new and different audiences,Damian Fowler (03:13):A thought a 30,000 foot view, you look across the landscaping like, well, these are the moments where we need to show upAntonia Farquhar (03:20):For sure. I mean, one of the role within the team is to really inspire and provoke and drive that distinctiveness for our brands. We are privileged to have a lot of huge global brands, but we're also over 150 years old as a company. So it's how do you inject that freshness? How do you stand out in a increasingly fragmented media landscape? So I think this is where we want brands to really lean in and as I said, it is holding on what is your brand territory? Where is that strategic foundations that hold true and need to be consistent, but how do you punch and become a little bit more maybe unexpected? Unexpected places is clearly one of the themes that I'm seeing in the industry lately that it drives that attention.Damian Fowler (04:20):When you talk about unexpected places. Could you say a bit more about that?Antonia Farquhar (04:26):I mean, we all know we are living in a very attention. Yeah, the second you wake up the phones, the amount of apps on your phones, it's increasingly hard and I think it'll continue to get harder to really drive connectivity to brands with people. And so I think doing something a little bit different and perhaps wouldn't, it's not predictable for that brand to be in that particular place or speaking in a different environment. I think that's an opportunity going forward. And I think when you look at a lot of the award-winning ...
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    21 m
  • Roku’s Sarah Harms on building the future of CTV advertising

    Roku’s Sarah Harms on building the future of CTV advertising
    Sep 17 2025
    Connected TV is no longer just a buzzword in the ad world — it’s where the industry is being reinvented. Audiences aren’t just watching differently; they’re shopping, engaging, and co-viewing in ways that open new creative doors for brands. And sitting at the intersection of entertainment and advertising is Roku, a company that’s helping marketers meet these shifts head-on.In this episode of The Big Impression, Roku’s VP of advertising, marketing & measurement, Sarah Harms, explains why the company is uniquely positioned as a publisher and an operating system. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're talking about how streaming and connected TV are transforming not just how we watch, but how brands connect with audiences.Damian Fowler (00:17):Our guest is Sarah Harms vice president of advertising, marketing and measurement at Roku. She leads the strategy behind Roku's advertising business, helping brands tap into streaming's growing audience while building smarter measurement tools along the way.Ilyse Liffreing (00:32):Before Roku, Sarah built her expertise across both the buy and sell sides of the industry with leadership roles at Microsoft XR and wpp giving her a unique perspective on how ad tech data and storytelling all come together on Connected tv.Damian Fowler (00:49):We'll talk about how Roku's helping brands of all scientists meet new viewer behaviors, build more effective campaigns, and push the creative boundaries of what's possible on CTV.Ilyse Liffreing (01:00):So let's get into it.Damian Fowler (01:03):So Sarah Roku is in a pretty unique spot right now, right? Between entertainment and ads with this latest brand or measurement move, what got it started? Was there an insight or audience need that really stood out to you?Sarah Harms (01:17):Yeah, so in my role I run ad marketing and measurement. So much of my job is us as a marketer, so marketing roku's, advertising proposition, but also in support of our marketers. And so that makes my job very fun. And so a lot of this conversation today, I'm going to go back and forth between my job as a marketer, but also my job in B2B advertising of driving marketers results on our platform. Something that's really fun about Roku is that we're a publisher, but we're also the largest operating system in the us. We see consumers come through our front door to get to the content they know and love and care about. And so that gives us a really rich canvas for supporting some of our marketers initiatives. And so for example, the Super Bowl was very fun for us, whether it was using our platform to drive traffic to Tuby or to build really fun brand experiences on our canvases.(02:13):So we had, when Sally met Hellman's and we had Hellman's and Roku City and we had the Super Bowl ad and a really lovely zone destination to drive shopping and drive purchases of Hellman's mayonnaise, which you really wouldn't expect from a television advertising experience. And so I think that was a fun one from us in supportive marketers. And then a whole part of my job is making sure our advertisers really know about the Roku experience. And so while it's B2B, it would be silly not to address them in a B2C capacity because our marketers could also be customers, the need to understand the value of the Roku experience even if they don't have a televisionDamian Fowler (02:53):From ro. Once you realize your customers could be businesses, consumers, or both, how did that shift your strategy? Did it change the way you approach things?Sarah Harms (03:01):I think it's just strategic use of our resources and a strategic use of our messaging. We certainly think the Roku experience as an operating system is delightful and easy and intuitive. We talk about how your mother-in-law can set it up herself as the example we always use. And so we certainly want our advertising customers to know that too because it really is a beautiful, elegant experience for advertising as well, for watching content.Ilyse Liffreing (03:28):So you've got such a big range of advertisers from big Fortune five hundreds to D two C brands to B2B. How do you build campaigns or measurements that flex for either of them but still stay true to your own approach?Sarah Harms (03:44):Great. So I'll address that as a speaking to the advertising community part of my job, we certainly are on a journey to evolve our strategy to be more flexible and meet our customers where they want us to be, whether it being in their buying platforms of choice or providing optionality to a D two C customer by giving them a very lightweight, intuitive self-service platform like Roku Ads Manager. And so I think a lot of it from a measurement standpoint is doing some ...
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    17 m
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