Jordan Howell, Sr. Brand Director at Splenda, is in the building. That’s right, Splenda is the newest client on the Curiosity roster. Between onboarding sessions with his new team, we stole Jordan away for a conversation about his proudest wins and top brand-building strategies across category giants like Splenda, SC Johnson, and Crayola.
Why chemistry is the foundation of great client-agency teams
When there’s no heat in the client-agency relationship, the work suffers. Chemistry is the foundation of any great relationship, especially in the creative space. Great chemistry leads to increased trust and even better work, enabling agencies to take more risks and reap more rewards. In addition to better work, excellent team chemistry can prolong the relationship and transform a soul-sucking touch base into a weekly bright spot.
If you're looking to put some heat in your client-agency relationships, here are our top tips: Use the brief as the lens through which you evaluate creative, give feedback that’s consistent and constructive, and of course, be human.
A simple data trick that’ll make big decisions a lil’ easier
The data doesn’t lie. That’s Jordan’s biggest takeaway after completing a data analytics masterclass program that landed him a spot as a top five percenter in the CPG industry. His number one tip? Dimensionalize the data by identifying its position and direction. Dimensionalizing the data means adding context to make it more meaningful. For example, total sales is a flat metric. You could dimensionalize it by segmenting the total sales by region, product, or customer segment. The direction would indicate if sales are up or down vs. a comparative period (month-over-month or vs. year ago). Jordan says this strategy is key in writing a killer brief. He also mentions that in boardrooms where everyone has an opinion, it’s hard to argue against a POV backed by data.
Turning cultural headwinds into tailwinds
It’s no secret that artificial sweeteners have been in the hot seat. We asked Jordan how Splenda is navigating these cultural headwinds. He reminds us that despite the “Make America Healthy Again” movement gaining steam, consumers don’t need to be skeptical of Splenda. After all, the zero-calorie sweetener is the #1 recommended brand by doctors and dietitians. He believes that these perceived tailwinds for Splenda are actually headwinds – nudging consumers to do their research and discover that Splenda checks all the boxes for consumers looking for low-calorie options or managing diabetes.
When cultural headwinds arise, acknowledge them and stand behind your brand’s benefits and reputation with utmost transparency while owning any missteps. This pushback could be your chance to provide clarity and stand out among competitors – who are likely also in hot water. Reputation management is an always-on exercise; when you’re committed to building trust with your consumers, you can dispel a light headwind before it turns into a category 5.
Mentions and moments: what social brings to the table
Extra, extra, the social feed’s all about it. CMOs, get those thumbs scrolling because social media reveals what your consumers are saying about your brand in real time. That means having a pulse on all the good, bad, and sometimes ugly mentions. Recently, Splenda made headlines when writer Nicholas Sparks revealed that his secret ingredient to an amazing chicken salad recipe was 16 packets of Splenda. Jordan and the Splenda teams capitalized on that viral mention through a brand partnership while Sparks was on the road promoting his latest novel, Counting Miracles.
Jordan explains it’s commonplace for celebrities to praise Splenda on social media. The yellow packet also recently received praise from journalist Katie Couric, who sprinkles some in her iced coffee. After the mention, Splenda gifted her and the coffee shop she frequents a brand package. Tasking your agency with social listening will ensure you never miss a mention and chance to make a splash on social.
And there’s sooo much more …
Want to hear more from Jordan? Like how he balances being a successful brand leader, an amazing husband and father, and a beekeeper? Or the challenges Splenda faces for being so well-known for one product while having a full portfolio? Catch the full episode on YouTube, and don’t miss the end where we grill him about his motorcycle. As always, drop your favorite takeaways on our social posts and leave a review wherever you listen to your podcasts. See you next month.👋
ABOUT THE QUESTION EVERYTHING PODCAST
Part interview, part therapy, part Price Is Right, the Question Everything podcast puts your favorite CMOs and thought leaders in the hot seat. That means while they're facing off against our game board, you'll learn from the successes and failures of the best in the biz who were daring enough to be curious.
