Led by Ryan McDaid, Mojo Supermarket’s strategy team has played a role in all the agency’s notable campaigns to date. Its secret ingredient: A close alignment with the agency’s creative team, because, as McDaid often says, “The key to good strategy is having a really tight relationship with creative.”
Another competitive advantage: the team’s makeup, which is 50% female and 67% BIPOC. McDaid understands that strength comes from diversity of thought and experience, a principle that extends to professional backgrounds — currently, the team includes a clothing designer, a former digital designer, a musician and several creative writers.
The strategy team has been instrumental in some of Mojo Supermarket’s most impactful campaigns of the past year, including for AOR client Match. The online dating conglomerate wanted to clear up the cultural misconceptions that if you’re over 30, you’re a leftover in the dating pool — and, by extension, that Match was lled with desperate older people. To change the narrative, Mojo worked with Match to create Adults Date Better. With the slogan “Do You. Until You Find Someone Worth Doing,” the out-of-home, digital and social campaign succinctly made the point that there is no love greater than self-love.