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

How do you keep a 70-year-old brand feeling fresh, relevant, and full of energy? In this special live episode of The Brief, 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. 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. 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. In this episode, you’ll uncover: Why rediscovering a brand’s core truth is often the key to unlocking growth  How Jammie Dodgers reframed “mischief” as a way to connect with modern families  The role that distinctive brand assets play in building memory and effectiveness  Why creative consistency compounds commercial impact over time  How emotionally led creativity drives both fame and long-term brand growth  For more conversations on building enduring brands and effective creativity, subscribe to The Brief wherever you get your podcasts.