In the latest MAD//Moments interview from this summer’s MAD//Fest, Susan O'Brien, Interim CMO and VP of Global Brand at Just Eat Takeaway.com, spoke about why marketers should stick to their guns. 

Speaking at MAD//Fest O’Brien emphasised the importance of sticking to a strategy that incorporates creativity with the added star dust of celebrity endorsements. 

O’Brien said, “marketers are guilty of chasing the shiny thing… Let’s be consistent but let’s iterate and remix so you can ‘move it on’”

She argued that key for brands breaking into culture was to create work that’s entertaining and that Just Eat had been successful because their creative had got “into people’s psyche” so that they are now a brand “that’s top of mind when a customer is looking to choose where to place their order.”

This however, doesn’t happen overnight and she stressed that brands need to “hold firm and not flip flop.” Instead they should “stick with their strategy and build on it, believe in it, test it”, because when you get into culture, you know it and when kids are singing your line in the playground, you know you’ve got something special.”

Watch the short interview, here. 

Asking the questions was Tom Ollerton, Founder, Automated Creative.