The Brief Ep25: Jammie Dodgers LIVE at MAD//North - Keeping a 70-year-old brand young at heart

<p>How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? </p><p>In this special live episode of <em>The Brief</em>, recorded at MAD//North, we share the story behind Jammie Dodgers and how embracing mischief as a cultural truth helped unlock new growth for the brand. </p><p>Featuring McCANN’s Imogen Tazzyman, ECD, alongside Scott Perry, CMO at Fox’s Burton Companies, this session explores how distinctive brand assets, creative consistency and a clear brand truth helped reposition Jammie Dodgers for a new generation - without losing what made people love it in the first place. </p><p>This episode is a masterclass in how long-term brand thinking, emotional connection and a bit of brave creativity can help legacy brands stay young at heart. </p><p>In this episode, you’ll uncover: </p><ul><li>Why rediscovering a brand’s core truth is often the key to unlocking growth  </li></ul><ul><li><p>How Jammie Dodgers reframed “mischief” as a way to connect with modern families  </p></li></ul><ul><li><p>The role that distinctive brand assets play in building memory and effectiveness  </p></li></ul><ul><li><p>Why creative consistency compounds commercial impact over time  </p></li></ul><ul><li><p>How emotionally led creativity drives both fame and long-term brand growth  </p></li></ul><p>For more conversations on building enduring brands and effective creativity, subscribe to The Brief wherever you get your podcasts. </p>