• How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole

  • Oct 2 2024
  • Length: 53 mins
  • Podcast

How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole

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  • Summary

  • The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.

    Timestamps
    00:00 - Intro
    00:43 - Tim Ellis career journey
    01:51 - How Tim met Glenn from 72andSunny
    04:20 - Secret to a successful client agency relationship
    08:21 - The compounding effect of a long term agency relationship
    11:51 - Helmets off strategy
    15:09 - You can’t make this stuff up campaign
    17:40 - This is Football Country campaign
    24:41 - Growing the audience for the NFL
    27:22 - The Taylor Swift effect
    34:32 - The growth of flag Football
    39:30 - Growing the sport internationally
    42:35 - How to make a great Super Bowl ad
    49:07 - The power of emotion in advertising
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