Episode 09
Find out what it takes to make a campaign endure for decades and still deliver business impact, featuring Shaun Briggs, Director of Marketing Planning for Specsavers.
Episode
Overview
How do you keep a creative campaign iconic for over 20 years while still delivering measurable results? Shaun Briggs, Director of Marketing Planning for Specsavers across Australia and New Zealand, shares how the brand has kept its legendary “Should’ve gone to Specsavers” platform fresh and effective, balancing creative consistency with innovation across changing audiences and channels.
He also reveals practical insights for marketers: when to stick with a winning idea versus pivot, how to align brand and performance media, and how to combine data with intuition to build campaigns that endure across both online and in-store journeys. This episode is essential listening for CMOs, Marketing Managers, and business leaders who want results without sacrificing creativity.
listen & subscribe
Tune in on your favourite platform to listen or watch Episode 09 of The Black Box of Media Podcast.
Don’t forget to subscribe so you never miss an episode.
Watch EPISODE 09
CHAPTERS:
00:00 – Intro
01:00 – Welcome Shaun Briggs
03:09 – Longevity of Specsavers Campaign
07:29 – Stick or Twist Decision Making
09:29 – Knowing When to Expand a Campaign
10:15 – Leveraging Existing Assets for Results
14:42 – Metrics to Track at Funnel Stages
19:34 – Aligning Media with Funnel Stages
22:40 – Holistic View of Marketing Mix
25:22 – Understanding Friction in Marketing
31:00 – Balancing Intuition and Data in Marketing
36:40 – Discipline in Execution of Marketing Strategies
38:30 – Using AI in Media Buying
42:00 – Advice for CMOs in Marketing
48:00 – Consistent Performance in Media Environments
49:51 – Meeting Immediate Needs in Marketing
51:37 – Playing the Long Game in Marketing
55:19 – Outro
Key
Takeaways
- Creative Consistency: Learn how to keep campaigns iconic and recognisable while adapting messaging to stay relevant across changing audiences and channels.
- Full-Funnel Metrics: Discover which metrics really matter and how to measure impact across every stage of the marketing funnel.
- Conversion Journeys: Understand how to optimise customer experiences online and in-store to drive seamless paths to purchase.
- Data & Intuition: Explore ways to combine data insights with marketer instincts to make smarter, more confident campaign decisions.
- Brand & Performance Alignment: Find out how to integrate brand storytelling with performance media to maximise ROI while keeping your creative ideas consistent.
Guest Profile-
Shaun Briggs
Shaun Briggs is the Director of Marketing Planning for Specsavers across Australia and New Zealand, where he oversees media, creative, and PR strategy. With more than 25 years’ experience in marketing and advertising, Shaun is best known for stewarding the iconic “Should’ve gone to Specsavers” platform and proving its enduring effectiveness. He is recognised as a leader who blends rigorous data with marketer instinct to deliver campaigns that perform across both brand and retail.
UNVEILING THE SECRETS OF
HIGH-PERFORMANCE MEDIA
ADVERTISING
Join your host, Aleisha McCall, as she lifts the lid on the hidden strategies of
high-performance media advertising with top experts, revealing actionable insights
to help you cut through the noise and drive real results.
Don’t miss a moment—subscribe and stay in the loop with every episode.