In this series, Effie Europe and REBORRN go inside the “factories” of some of the most effective marketing teams in the world to show how marketing effectiveness is really built.
From unfiltered idea moments to the systems, rituals, and decisions behind them, we explore how teams think, collaborate, and turn insight into impact, and impact into repeatable effectiveness.
How did Guinness go from “no longer cool” to double-digit growth? Grainne Wafer, Global Category Director, Guinness & Beer at Diageo, reveals the reset: social-first community, breaking brand rules, and turning rituals into recruitment - including the at-home Nitrosurge now in one in four Irish homes.
How do you turn a 267-year-old brand from “no longer cool” into a double-digit growth machine? In the latest Marketing Factories, recorded at Dublin’s Gravity Bar, Guinness’ Global Category Director Grainne Wafer reveals the reset: social-first community, breaking brand rules, and turning rituals into recruitment – including the at-home Nitrosurge now in one in four Irish homes. […]
Read More… from From “No Longer Cool” to Double-Digit Growth
What happens when connectivity becomes a commodity and “everything is accessible, and it’s all the same”? In this episode of Marketing Factories, recorded at Deutsche Telekom’s Bonn HQ, CBO Ulrich “Uli” Klenke reveals how the world’s most valuable telecoms brand fights for love over indifference. […]
Read More… from Inside the Deutsche Telekom Marketing Factory
Roy Gardner, VP Brand Activation Europe at adidas, shares how the brand rebuilt itself from loss-making to leading, unpacking the strategy behind its shift back to brand, the thinking behind “You Got This,” and how adidas delivers “brilliance at speed” across 19 markets. […]
Staffan Ekstam (McDoland’s Sverige) and Petter Dixelius (NORD DDB STHLM) unpack how a brand liability became an award-winning campaign – and why the best ideas sometimes take five years to land. […]
![[COVER] YOUTUBE & SPOTIFY](https://www.effie-europe.com/wp-content/uploads/bb-plugin/cache/COVER-YOUTUBE-SPOTIFY-300x169-panorama-70059d4576072fa2ab471a70cf30d203-.jpg "[COVER] YOUTUBE & SPOTIFY")
Rob van Griensven, Global Digital Director at The Heineken Company shares how the 150-year-old family-owned company maintains its status as one of the world’s most creative brands. […]
Read More… from How Heineken Became the World’s Most Creative Brand
Ibrahim Khan, Global Vice President Marketing for Fanta at The Coca-Cola Company, offers an insightful look into the brand’s strategic transformation – recorded on the very day Fanta launched its first-ever gaming campaign. […]
Read More… from The 2-Year Process That Reviced an $18 Billion Icon
Tobias Sparnaaij, Global Marketing Lead Masterbrand and Sticks Portfolio at Magnum & Bruno Yanagui Gomiero, Global Strategy Director at Lola MullenLowe, uncover what makes this serially-awarded Marketing Factory so effective. […]
Read More… from How Sound Became Magnum’s Most Valuable DBA?
You can watch or listen to Marketing Factories' Podcast on YouTube, Spotify and Apple Podcasts.
We go beyond the stories already told to uncover the hidden systems behind Europe's most effective marketing teams. Marketing Factories is a travelling podcast: we go inside every factory, bringing the conversation directly to each brand's offices. In each episode, Effie Europe and REBORRN open the doors to how marketing effectiveness is really built: the unfiltered moments where ideas take shape, the ways of working that make them possible, and the people who carry them through. It's how teams think, collaborate, debate, prioritise, and bring ideas to life — the systems, rituals, and decisions that turn insight into impact, and impact into repeatable effectiveness.
Each episode brings a senior marketing executive from an iconic brand to trace the wins, the failures, and the choices in between. What emerges is not only how an idea is made, but what it reveals about the future of marketing and what global teams can learn from it.
Special Episodes of Marketing Factories feature 2025 Effie Winners, bringing both the perspective of brand and agency.
Every conversation ends with a 58-second challenge: guests share the problem they would tackle in 58 hours, with a room free of distractions and the best talent they could assemble, inspired by REBORRN's proprietary 58:hours methodology.
Hosted by Dafni Prosalika, Partner at REBORRN.
Follow REBORRN, European Association of Communications Agencies (EACA) & Effie Awards Europe, and stay tuned for the new episodes coming!
