The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.Timestamps 00:00 - Intro 00:43 - Tim Ellis career journey 01:51 - How Tim met Glenn from 72andSunny 04:20 - Secret to a successful client agency relationship 08:21 - The compounding effect of a long term agency relationship 11:51 - Helmets off strategy 15:09 - You can’t make this stuff up campaign 17:40 - This is Football Country campaign 24:41 - Growing the audience for the NFL 27:22 - The Taylor Swift effect 34:32 - The growth of flag Football 39:30 - Growing the sport internationally 42:35 - How to make a great Super Bowl ad 49:07 - The power of emotion in advertising

How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole