That's What I Call Marketing

S5Ep12: Meet The Young Lions Headed to Cannes

Mon, 13 Apr 2026 19:05:03 GMT

The first Cannes Sessions episode of That’s What I Call Marketing is here and we kick off the series by interviewing three Irish IAPI Young Lions winner teams heading to Cannes: Darragh Spain and Fardosa Flanagan (Young Marketer, 123.ie/Intact Insurance), Ciara and Niamh (Film, Droga5), and Emily and Rhea (Digital, Omnicom Media). They discuss why they entered, how they tackled the 48-hour brief, research and insight methods, time management, prototyping and AI tools for film, adapting to an older target audience, presentation pressure, reactions to winning, and how they’re preparing for Cannes through past work review, equipment planning, bootcamps, and confidence. The Cannes Sessions are brought to you by The Digital Voice.

These interviews shine a spotlight on their exceptional talents and the creative potential that exists within the next generation of marketing leaders, lets support and celebrate these future leaders as they prepare to bring home some medals from one of the most prestigious events in the marketing world.

01:05 Young Lions Explained

01:40 Meet the Winning Teams

02:43 Darragh and Fardosa Intro

03:19 Cracking the Brief

04:33 Research and Insights

06:55 Teamwork Under Pressure

08:21 Shortlist to Presentation

10:11 Winning the Call

11:29 Preparing for Cannes

12:55 Niamh and Ciara Win

13:35 Film Category Workflow

15:45 Agency Advantage

16:21 Why Enter Young Lions

17:07 Choosing a Category

17:22 Learning Film Skills

18:06 Upskilling With AI

18:52 Planning For Cannes

19:35 Storytelling Edge

21:07 Why Enter Young Lions

22:24 Team Dynamic Under Pressure

24:03 Choosing The Digital Route

24:51 Cracking The Age Group

25:39 Winning Call Reaction

26:42 Cannes Prep And Mindset

Sponsored by The Digital Voice, the amplification agency working with global ad tech and martech brands across press, thought leadership, content, social, events, and creative.

Hosted on Acast. See acast.com/privacy for more information.

S5Ep11: Descript CEO on What Actually Grows A Product.

Tue, 31 Mar 2026 05:32:03 GMT

Laura Burkhauser, CEO of Descript, explains the surprising truth about what actually grows a product.

Most marketing advice assumes growth comes from better targeting, smarter funnels, or stronger loyalty. Laura sees it differently.

In this episode, we get into what actually drives product growth — and why some of the most widely accepted ideas in marketing and SaaS don’t hold up when you look at real behaviour. From why freemium often fails, to why loyalty doesn’t grow your business (but still matters), to what AI will and won’t change — this is a grounded, operator-level view of how products actually scale.

If you work in marketing, product, or growth, this will likely challenge a few default assumptions.

In this episode, we cover:

Growth doesn’t come from loyalty — it comes from penetration
Most freemium models don’t work the way companies think they do
“Target audiences” often aren’t real, connected communities
AI will amplify creativity, not replace it
Customer care is one of the last real competitive advantages

02:00 – What Descript actually is and who it’s for

04:30 – Product vs product marketing: the career fork that shapes everything

07:30 – Why big tech can slow you down (and what startups get right)

10:00 – Moving from product leader to CEO — what actually changes

13:30 – The freemium myth: why it didn’t work the way they expected

15:00 – “Are we dating or not?” — a better model for product growth

16:30 – How products actually get discovered (SEO, content, and reality)

18:00 – Why most “target audiences” aren’t real communities

20:30 – The shift from founder-led to customer-led companies

22:00 – What customers are actually good at telling you (and what they’re not)

24:30 – Why customer care is a competitive advantage (and why most companies cut it)

25:00 – Loyalty isn’t growth — but it might be your moat

26:00 – How to actually achieve penetration in a crowded market

28:00 – The challenge of building a product for “everyone”

30:00 – AI, content, and the future of podcasting — what’s real vs hype

33:00 – Why most AI-generated content won’t work

34:30 – The “Finding Nemo” moment AI still hasn’t had

36:00 – Scaling a company without losing creativity

37:00 – Why “intrepid” might be the most important mindset for modern teams

About Laura Burkhauser

Laura Burkhauser is the CEO of Descript, one of the most widely used platforms for podcasting, video editing, and content creation. She has held senior product leadership roles at companies including Amazon and Twitter, and is known for her product-first approach to growth.

Listen / Watch more episodes:

https://www.thatswhaticallmarketing.com/

Thanks to our partner on this episode the always on brand tracking dashboard Tracksuit

If you enjoyed this, subscribe for more conversations with CMOs, founders, and marketing leaders on how growth actually happens.

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep10: Inside Saatchi & Saatchi, with CEO Claire Hollands

Wed, 25 Mar 2026 05:00:00 GMT

Inside Saatchi & Saatchi. Sit down with the CEO of one of the most iconic agencies in advertising, a name that carries both weight and expectation, to understand how CEO Claire Hollands leads for today.

This is a conversation about ambition. Not in the abstract, but in how it shows up in the work, in the culture, and in the relationship between agencies and clients.

We get into how Saatchi & Saatchi is positioning itself around growth, why creativity still holds commercial power (even if the industry occasionally forgets it), and how agencies are rethinking their value, from billable hours to business outcomes.

There’s also a clear view on where things are shifting: the role of AI, the reality of pitching, and why agencies need to be more deliberate about the clients they choose.

Running through all of it is leadership, how you make decisions without perfect information, how you build a culture of high challenge and high support, and how you balance legacy with the need to move forward.

What you’ll learn:

Why agencies need to reposition themselves around growth, not outputs
How creativity still drives commercial performance and where it gets undervalued
What actually builds trust between agencies and clients
Why most pitch processes are flawed and what better looks like
How to think about agency value, pricing, and remuneration
The difference between growth brands and transformation brands and why it matters
What “high challenge, high support” looks like in practice
How great leaders make decisions without having all the answers
What AI is changing in agencies and what it isn’t
Why hiring for attitude and curiosity matters more than experience

Timestamps

00:03:00 – Finding your people in the industry

00:06:00 – Why account management sits at the centre of the agency

00:07:00 – Building trust in client relationships

00:12:00 – How decisions are really made at senior level

00:15:00 – Culture, values, and collective ambition

00:19:00 – High challenge, high support: what it means in practice

00:23:00 – Managing pressure across career and family

00:25:30 – Where the agency world is heading

00:29:30 – The evolving agency model

00:32:00 – The role and reality of pitching

00:33:30 – What needs to change in pitch processes

00:37:30 – Hiring for attitude, not just skill

00:39:00 – What excites Claire about what’s next

About the podcast

That’s What I Call Marketing is a podcast for marketers who care about how brands grow, how advertising works, and how the industry is evolving through conversations with the people shaping it.

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep9: Andrew Tindall: The Creative Dividend, How Creativity Drives Profit

Tue, 10 Mar 2026 03:00:00 GMT

In this episode of That’s What I Call Marketing, Conor Byrne speaks with Andrew Tindall, Chief Growth Officer at System1, about his new publication/pdf The Creative Dividend. Built using global Effie case study data and creative testing from over 250,000 respondents, the research explores a simple but uncomfortable truth: most advertising fails to deliver profitable growth. Andrew explains why creativity has been undervalued in modern marketing, why many campaigns generate revenue but not profit, and why the industry’s biggest problem may actually be a lack of creative confidence. The conversation also explores the relationship between emotion, distinctiveness, media investment, pricing power and brand growth and what marketers should actually do differently. If you care about marketing effectiveness, advertising creativity, and long-term brand growth, this is a fascinating deep dive.

Topics Covered

• Why only 9% of advertising campaigns report profit growth

• The concept of creative confidence

• What the Creative Dividend actually means

• Why distinctiveness beats differentiation

• Why advertising cannot create loyalty

• The link between emotion and profit

• Why many campaigns are designed to fail

• The tension between creative quality and media investment

Timestamps

05:00 What The Creative Dividend is trying to solve

06:32 Why global Effie data matters for marketing effectiveness

07:17 Has creativity been undervalued in advertising?

08:59 The crisis of confidence in marketing creativity

10:16 Why many organisations see creativity as a risk

11:21 The role of the client in protecting great ideas

12:17 Why businesses avoid creative risk

13:00 The shocking statistic: only 9% of campaigns report profit growth

14:17 Are marketers measuring the wrong outcomes?

15:21 The importance of pricing power in marketing

16:45 How creativity enables brands to charge more

19:16 What the “Creative Dividend” actually means

21:00 The four drivers of creative effectiveness

22:00 Why 83% of campaigns are designed to fail

23:06 Why great creative fails without media support

24:16 The power of long-term creative platforms

26:00 Consistency vs freshness in advertising

28:46 What surprised Andrew most in the research

29:07 Why distinctiveness matters more than differentiation

29:48 Why advertising doesn’t create loyalty

30:00 Distinctiveness vs emotion: efficiency vs effectiveness

31:41 Why emotional advertising drives profit

32:44 Why revenue alone isn’t success in marketing

34:00 The debate about gated content in marketing research

39:00 AI, marketing knowledge and the future of learning

Links Mentioned

The Creative Dividend (download the pdf): https://system1group.com/the-creative-dividend
Tracksuit https://www.gotracksuit.com
That’s What I Call Marketing Podcast https://www.thatswhatIcallmarketing.com
Green Hat Episode (gated content discussion): https://open.spotify.com/episode/72D5zXtNRzzNgdjYytRQdI?si=r2kbvHU3QqWVh6sM6na7wg OR https://podcasts.apple.com/au/podcast/s3-ep39-the-b2b-power-shift-what-marketers-must-do/id1615415427?i=1000672178838

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep8: Synthetic Research Explained

Tue, 03 Mar 2026 03:00:00 GMT

Synthetic Research Explained, Understanding AI-Powered Audience Testing for Marketers

What is synthetic research and how accurate is it really?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Dr. Ben Warner, former Chief Data Adviser to the UK Prime Minister and co-founder of Electric Twin, to unpack one of the most talked-about developments in modern market research: synthetic audiences.

This is not ChatGPT pretending to be a consumer. Synthetic research uses real-world survey data, behavioural modelling and large language models to create AI-driven audience simulations that allow organisations to test messaging, product ideas and strategy at speed before committing real budgets. If you work in marketing, insight, product, strategy or leadership, this episode will challenge how you think about research, risk and decision-making.

⏱️ Timestamps

00:00 – Introduction to synthetic research

02:00 – From quantum physics to behavioural modelling

03:35 – Why human behaviour is harder to predict than we think

05:17 – The problem with traditional decision-making tools

09:02 – What Electric Twin actually does

10:00 – What a “synthetic audience” really means

13:59 – Testing creative, messaging and propositions in real time

15:06 – Accuracy vs traditional survey research

17:00 – Real-world use cases across marketing and product

19:02 – The danger of asking the “wrong” question

23:06 – Democratising customer insight inside organisations

25:00 – Where synthetic research fits (and where it doesn’t)

27:00 – Innovation vs risk-averse organisations

29:09 – The story behind the name “Electric Twin”

In this episode, we cover:

How synthetic audiences are built from real-world data
Why traditional surveys can be slow, expensive and restrictive
How AI allows teams to iterate research questions instantly
The difference between testing ideas safely and making bold decisions blindly
Why trust and validation matter in emerging AI tools
Where synthetic research complements (not replaces) conventional methods

Why this matters

Every organisation says it wants to be “customer-centric”.
But insight is often expensive, delayed, siloed or underused.
Synthetic research introduces a new tool into the decision-making toolkit — one that allows teams to explore, iterate and pressure-test ideas before they go live.
Whether you are a CMO defending budget, a product lead developing a proposition, or a strategy team modelling future scenarios, this conversation explores how AI-driven research could reshape how decisions are made.

If you found this useful, share it with a colleague and subscribe for more conversations with marketing leaders shaping the future of the industry.

🎧 Listen to more episodes of That’s What I Call Marketing

📌 Connect with Conor Byrne for more marketing insight

🔗 Learn more about Electric Twin and synthetic audiences

Hosted on Acast. See acast.com/privacy for more information.

S5Ep7: What your CFO actually wants to hear from you

Tue, 24 Feb 2026 04:00:00 GMT

What does your CFO actually want to hear from you?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Michael Kaminsky former analytics leader at Harry’s and Founder & CEO of Recast to unpack the real tension between marketing and finance. After Michael’s Harvard Business Review article on the CMO–CFO relationship circulated widely (and resonated strongly with CFOs and CMOs), this conversation goes deep on:

Why marketing forecasts keep missing
Why finance doesn’t trust marketing numbers
How to talk about ROI and risk credibly
The problem with last-click attribution
How to structure experiments properly
What “expected value” really means for marketers
Why brand investment must be framed as capital allocation

If you’re a CMO, Marketing Director, Head of Performance or brand leader trying to build a stronger relationship with your CFO — this episode is essential.

⏱️ Chapters

01:02 – Michael’s time at Harry’s: analytics, growth & experimentation

05:00 – The early days of podcast advertising & growth bets

06:15 – False precision in marketing measurement

07:23 – Brand tracking, survey data & real signal

08:42 – The Harvard Business Review article

09:07 – Why CMOs and CFOs feel tension

10:13 – Speaking the language of finance

14:21 – Discounted cash flow & thinking in timelines

15:00 – The credibility killer: marketing marketing

15:32 – Why being willing to be wrong builds trust

18:20 – Talking about risk & expected value

22:18 – Incrementality & structured experimentation

25:05 – Recast: forecasting & bridging marketing and finance

28:28 – The forecasting trap: last-touch attribution

30:19 – Compounding learning & agency transparency

32:00 – Final reflections: marketing as growth co-pilot

🔎 Topics Covered

CMO CFO relationship
Marketing finance alignment
Marketing ROI
Forecasting marketing investment
Incrementality in marketing
Last click attribution problems
Media mix modelling (MMM)
Brand investment vs short-term performance
Capital allocation in marketing
Building trust with finance

If you found this valuable:

✔️ Share it with a fellow marketer

✔️ Subscribe for more conversations with leading marketing thinkers

✔️ Leave a review — it helps the show reach more senior marketers

Check out Recast here https://getrecast.com/

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep6: Marketing Masterclass with Marketing Leader Orla Mitchell

Tue, 17 Feb 2026 03:00:00 GMT

What does it really take to move from brand marketer to global growth leader?

In this episode Conor Byrne sits down with Orla Mitchell for a candid, commercially grounded conversation about leadership, long-term brand building and earning marketing’s seat at the growth table.

Orla’s career spans senior roles at Nestlé, Kerry Foods, and Mars, where she led global food and confectionery portfolios including the transformation of the gum category and the return of Extra to the #1 position in the US. She later returned to Ireland to join WaterWipes, ultimately becoming CEO and helping scale the brand internationally with sharper strategic focus and disciplined portfolio choices.

This episode goes far beyond career highlights. It’s about how marketing thinking matures from creative execution to enterprise-level value creation.

3:00 – Winning the Marketing Champion Award & what recognition really means

4:40 – From accountancy to marketing: finding the discipline that fit

6:00 – Cutting her teeth in FMCG at Nestlé

9:50 – Being headhunted to Mars & stepping into bigger challenges

13:00 – Dealing with disappointment & knowing when to leave

15:20 – Long vs short term thinking before it was fashionable

17:30 – Entering Mars: business model transformation over “just advertising”

19:15 – Business marketer vs creative marketer

21:00 – The Ehrenberg-Bass moment: science over opinion

24:30 – Creative effectiveness, star systems & why great ads last

27:00 – Test & learn done properly (with action standards)

31:30 – Global roles & navigating “we’re different” market objections

35:30 – Leading the gum category transformation

38:20 – Extra’s growth in the US & penetration focus

41:00 – Leaving Mars & the WaterWipes opportunity

43:00 – Scaling a challenger brand & making tough market choices

46:00 – Marketing as growth co-pilot, not support function

If you lead brands, sit at an executive table, or aspire to do either, this episode is a masterclass in commercially credible marketing leadership.

Thanks to Tracksuit for their support of this episode.

Hosted on Acast. See acast.com/privacy for more information.

System, Sizzle & Sales Impact of Super Bowl 2026 with CMO Nataly Kelly

Thu, 12 Feb 2026 17:41:54 GMT

Zappi CMO Nataly Kelly joins to talk about the Sizzle, Systems & Sales Impact of The Super Bowl.

The Super Bowl is advertising’s biggest stage. $8 million for 30 seconds. Cultural noise at maximum volume. Celebrities everywhere. Music in almost every ad.

But once the spectacle fades, one question remains: which ads actually drove impact?

In this episode, we unpack the Zappi Super Bowl 2026 report (check it out here) built from testing every ad live with 20,000 American category buyers and benchmarking them against the top 100 performing TV ads in the US.

We explore:

– Why emotional response alone isn’t enough

– The role of purchase likelihood in predicting sales impact

– How celebrities can amplify an ad — or bury the brand

– Why distinctive brand assets (Budweiser’s Clydesdales, Nerds’ characters) still matter

– The Pepsi polar bear debate and what it says about brand memory

– How health brands like Wegovy, Hims & Hers and Ro cut through

– Why the best Super Bowl ads are part of a system, not a one-night stunt

This conversation goes beyond ranking ads. It looks at what actually moves the needle — and what marketers without Super Bowl budgets can learn from the world’s most expensive media moment. Zappi’s full report is available at zappi.io here.

Chapters

2:25 – What Zappi Measures

4:07 – How the Super Bowl Ads Were Tested Live

5:00 – Celebrity Usage: Amplifier or Distraction?

8:54 – Brand Recall vs Entertainment

10:15 – Super Bowl Ads as Part of a System

12:38 – Music, Multi-Screening & Attention

13:54 – Health Brands, Outrage & Cultural Relevance

16:12 – Why Budweiser Still Wins with Distinctive Assets

18:34 – Pepsi, Polar Bears & the Coke Asset Debate

20:41 – System Over Sizzle: Campaign vs One Night

23:40 – The Emotional Power of Lays

24:35 – Nerds, Product Demonstration & Penetration

27:00 – What Marketers Without Super Bowl Budgets Should Learn

31:56 – Are Super Bowl Trends Changing?

36:50 – Favourite Ad

38:00 – Why Sales Impact Still Matters Most

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep4: The Eye-Watering Cost of Dull Media & Creative with Karen Nelson-Field & Adam Morgan

Tue, 03 Feb 2026 07:17:23 GMT

Most advertising doesn’t fail because it’s wrong. It fails because it’s dull and dull is expensive.

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Adam Morgan and Karen Nelson-Field to unpack the real cost of dull creative and dull media using hard evidence from IPA effectiveness data, System1 testing, and large-scale attention measurement.

The conversation moves beyond taste or opinion and into economics: why rational, low-emotion advertising can still “work” but only by wasting millions; why some media environments structurally suppress attention; and why optimisation, procurement pressure, and performance thinking have quietly normalised mediocrity.

If you work in brand, media, B2B, finance-led marketing, or any category that tells itself it has to be boring, this episode is a wake-up call.

What you’ll learn

Why 50% of ads struggle to beat a cow chewing grass on attention and emotion
How dull creative drives up required spend by millions to achieve the same outcomes
Why CPM is often a cost per meaningless thousand
How attention volume predicts ROI, memory, and effectiveness
Why great creative fails when media doesn’t give it a stage
How risk, responsibility, and “sensible” decisions slowly drain impact from work
Where AI may actually help creativity rather than flatten it

This episode draws directly on the “Cost of Dull” research programme and explains what it means for marketers trying to balance effectiveness, efficiency, and real-world constraints.

02:27 – What do we actually mean by “dull” advertising?

03:55 – The cow-chewing-grass test and why half of ads lose

06:00 – Attention vs emotion: two ways to measure dullness

08:00 – The Cannes “Ennui” experiment and burning money as a signal

11:10 – What “dull media” really means (and why it’s misunderstood)

13:55 – When great creative is wasted by low-attention environments

16:20 – Is dull creative ever the better option?

17:24 – Trust, facts, and why rational messaging costs more

19:00 – Campaigns vs single ads: where attention is really lost

20:00 – Why mix matters more than hero-only thinking

21:00 – Global differences: creative vs media effects

23:00 – Why B2B marketing is structurally duller and the cost of that

26:00 – The “dull eclipse”: performance mindset, optimisation, benchmarks

28:20 – Procurement, pricing pressure, and creative erosion

31:00 – CPM, wastage, and the illusion of efficiency

34:20 – AI, challenger brands, and testing creativity at speed

37:55 – Risk vs responsibility: how sensible decisions kill ideas

41:00 – What marketers can actually do differently

43:45 – Final reflections and where the research goes next

About the guests

Adam Morgan is co-founder of Eatbigfish and a leading voice on challenger brands, effectiveness, and commercial creativity.

Karen Nelson-Field is Professor of Media Science and one of the world’s foremost researchers on attention, media value, and advertising effectiveness.

If you’re trying to explain to a CFO, procurement team, or board why “safe” work keeps underperforming, this episode gives you the language and the evidence to do it properly.

Content Mentioned in the Episode:

Risk & Responsibility https://www.youtube.com/watch?v=MuJx2IJjaFw
Cost of Dull Media Report https://21467338.fs1.hubspotusercontent-ap1.net/hubfs/21467338/COMPANY%20MATERIALS/Cost%20of%20Dull%20Final.pdf
Cost of Dull Eat Big Fish https://www.eatbigfish.com/thinking/challengers-and-cost-of-dull

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep3: The Tensions Every Brand CEO Has to Manage with CMO Francois Bazini

Tue, 27 Jan 2026 09:33:02 GMT

François Bazini, CMO of Suntory Beverage & Food Europe is one of the most thoughtful brand CMOs in global FMCG

François shares a rare, inside view of what it really means to be a brand steward in organisations like Danone, BCG, PepsiCo and Suntory. From resisting short-term zig-zagging, to building brands that can withstand private label pressure, this conversation goes deep on the realities of modern brand leadership. We explore why marketers must act as brand CEOs, how tension with CFOs can be productive rather than problematic, and why targeting older audiences is one of the most under-exploited growth opportunities in marketing today. François also unpacks the Ribena turnaround, Schweppes’ response to Fever-Tree, and why most advertising testing is misunderstood. This is a wide-ranging, honest discussion about judgment, evidence, culture, and the long game in brand building.

Topics include: Brand stewardship vs short-termism, marketing ROI, working with finance, global vs local marketing roles, age targeting myths, private label competition, creative testing, and why some brands endure while others drift.

03:25 – Career path: from Danone to consulting and global brand roles

04:55 – What BCG teaches marketers about being fact-based

07:00 – Brand stewardship and avoiding strategic zig-zagging

09:30 – Timeless vs timely brand decisions

11:00 – Marketing ROI beyond short-term sales

12:30 – Marketers as brand CEOs

13:45 – Working with CFOs and productive tension

16:00 – Global vs local marketing roles

20:00 – Ribena: brand decline and recovery

22:30 – Going back to a brand’s peak moment

26:00 – The myth of always targeting youth

29:00 – Schweppes, Fever-Tree and category disruption

31:45 – Targeting over-45s unapologetically

34:00 – Media thresholds and focus over fragmentation

35:45 – Moving beyond marketing mix modelling

38:15 – The limits of advertising testing

41:00 – When great ads fail tests but succeed commercially

42:20 – Competing with private label

43:00 – DAQV: desirability, affordability, quality, visibility

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep2: Building a New Category Around a 2,000-Year-Old Drink

Tue, 20 Jan 2026 05:00:00 GMT

What happens when a radio comedian, a senior drinks marketer, and a 2,000-year-old Roman hydration recipe collide?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Merrick Watts and Ed Stening, co-founders of Posca Hydrate — a sugar-free, hypertonic hydration drink inspired by ancient Roman Posca.

Posca isn’t a nostalgia play. It’s a sugar-free, hypertonic drink inspired by a Roman solution to unsafe water — rebuilt for modern life, modern habits, and modern expectations. That means confronting everything from flavour and formulation to packaging, positioning, and retail resistance.

Along the way, Merrick and Ed unpack a set of ideas that matter far beyond drinks:

Why liquid still matters more than marketing.

Why category creation is harder than brand building.

Why refusing “me-too” formats can slow growth — but protect belief.

And why brands should aim for humour, not jokes.

Merrick explains why jokes age quickly, but a sense of humour travels across audiences, occasions, and time and how that thinking shapes Posca’s tone, creative decisions, and internal culture. It’s not about being funny. It’s about not taking yourself seriously while taking the product seriously.

They also discuss building brand in-house rather than outsourcing belief, measuring brand as a startup using Tracksuit, balancing mental and physical availability, and what it really takes to scale a challenger brand globally without losing the story that made it matter in the first place.

This is a conversation about founders, flavour, brand discipline, and the uncomfortable decisions that come with doing something genuinely different.

3:50 – From radio comedy to drinks founder

5:50 – Why the liquid comes first

7:50 – The Roman origin of Posca

10:50 – Turning history into a brand story

14:50 – Ancient wisdom meets modern science

16:20 – Building brand from the inside out

19:50 – Tone, humour, and taking the product seriously

23:50 – Building a category, not fitting one

29:50 – Brand vs physical availability

32:50 – Measuring

34:50 – Global expansion strategy

38:50 – The hypertonic breakthrough moment

44:50 – Risk and belief

Hosted on Acast. See acast.com/privacy for more information.

S5 Ep1: What KitKat Gets Right About Attention, Breaks & Consistency with Wael Jabi

Tue, 13 Jan 2026 05:00:00 GMT

Kit Kats Global Head of Marketing Shares what it really takes to build and protect an iconic global brand?

In this season opener for Season 5 of That’s What I Call Marketing, Conor Byrne is joined by Wael Jabi, KitKats Global Head of Marketing at Nestlé, for a deep conversation about brand judgement, consistency, partnerships, and the decisions that quietly shape long-term growth.

Wael’s career spans Leo Burnett, Procter & Gamble, and Nestlé, and the discussion moves well beyond surface-level case studies. Together, they explore what KitKat teaches us about resisting reinvention, diagnosing the right marketing problems under pressure, and how major cultural platforms like Formula 1 can be used to express brand meaning rather than dilute it.

This is a practical, reflective conversation for CMOs, brand leaders, and senior marketers who care about building brands that last not just chasing short-term performance.

Topics covered include:

Why most brands don’t need reinvention they need restraint
The marketing failure that taught Wael when price becomes the wrong answer
What KitKat gets right about consistency and memory structures
How to think about F1 and major sponsorships without losing brand meaning
Brand vs performance decisions under pressure
Why judgement matters more than tactics at senior levels

01:55 – Wael’s career path: agency to P&G

05:50 – Why advertising isn’t the most important thing

09:40 – A pricing decision that went wrong

14:20 – Diagnosing the wrong marketing problem

18:40 – KitKat and brand consistency

23:15 – “Breaks are broken” insight

26:50 – Making iconic work at global scale

30:20 – Formula 1 and partnerships

34:50 – Showing up in your world vs theirs

38:20 – Judgement under pressure

41:00 – What’s next for KitKat

Thanks to Tracksuit for their partnership with this episode, check out https://www.gotracksuit.com to find out more about the always on brand tracking platform

Hosted on Acast. See acast.com/privacy for more information.

The Singles: Don't Look Back In Anger 2025

Wed, 17 Dec 2025 05:00:00 GMT

Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from Tracksuit, Conor Byrne is joined by Dan and Jasper to look back at Tesla, American Eagle, Rhode, and Deliveroo, six to nine months after the noise. Not opinions. Not predictions. Just evidence of where attention turned into demand — and where it didn’t.

Across very different categories, a consistent pattern emerges: “The campaign didn’t hurt sales — but the brand is weaker than it was.”

In this episode, we explore:

Why Tesla still dominates innovation perception but is leaking trust and preference in both the US and UK
How American Eagle’s controversial campaign held short-term revenue while brand fundamentals quietly eroded
What Rhode’s acquisition by e.l.f. gets right — and the brand risks that come with scaling distribution
Why Deliveroo, post-DoorDash acquisition, faces a preference problem in a category defined by low loyalty and easy switching

This is a conversation is about thinking about long-term demand, pricing power, and resilience not just quarterly performance. If you care about the gap between being noticed and being chosen, this episode is for you.

02:40 – Tesla: innovation without reassurance

11:40 – American Eagle: sales hold, brand weakens

17:45 – Rhode: scaling without dilution

23:05 – Deliveroo: preference in a default-driven category

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep29: A Red Star Christmas 2025 - The Best Christmas Ads of 2025

Tue, 09 Dec 2025 05:00:00 GMT

Which Christmas ads did Irish viewers love in 2025?

In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star testing platform.

We analyse the biggest festive campaigns of the season, including:

Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Home Store + More, M&S, Woodie’s, Eason, Aldi, Amazon, and Coca-Cola.

Across the episode we explore:

• Why some Irish Christmas ads performed far better than expected

• The surprising gap between marketer opinion vs consumer reaction

• What emotional storytelling gets right and wrong at Christmas

• How branding, memory structures and fluent devices shaped the rankings

• Why consistency helped brands stand out

• The role of humour, reality, nostalgia and AI in this year’s festive campaigns

Whether you work in marketing, advertising, strategy, media, or creative, this deep dive into the best Christmas ads of the year reveals what truly resonates with audiences and what doesn’t.

🎄 Brands discussed: Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Woodie’s, Home Store + More, M&S, Eason, Aldi, Amazon, Coca-Cola.

📍 CHAPTERS

03:03 The lowest ranked ads

05:18 John Lewis debate emotional truth vs emotional fit

07:41 Functional ads & the problem of “sameness”

13:28 Sea Swim: why it keeps winning hearts

15:27 Sky Mobile & the Roy Keane effect

17:23 National Lottery: a new less fun direction

21:25 An Post Tin: Man does the story need a new chapter?

23:33 M&S Food: when style overtakes substance

26:20 Home Store + More the surprise hit

27:56 Coca-Cola Holidays Are Coming (AI version)

30:56 Dunnes Stores Shine Bright: the craft that endures

32:50 Aldi & Kevin the Carrot: did they need a 3 parter?

36:00 Eason: an emotional standout

38:56 Amazon: a global festive story returns

41:54 Woodie’s crowned #1 in Ireland https://www.youtube.com/shorts/22prv5XcpSM

44:50 The panel’s all-time favourite Christmas ads

Check out the Red Star Testing Platform https://redcresearch.com/product/red-star/

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep12: Netflix X Spotify, Monzo taking on Barclays, Rebel X Movember

Tue, 02 Dec 2025 05:00:00 GMT

The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity.

Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challengers including Monzo, Revolut and Wise. Tracksuit data shows Barclays’ awareness remains high at 89%, but consideration and investigation are slipping — especially among 18–34s — as Monzo builds strength through simplicity, transparency and real-time product features. The team unpack why refer-a-friend programmes, user experience, and “is for people like me” perceptions are shifting the category.

The third story looks at Movember and Rebel Sport in Australia, exploring how both brands use emotional connection, identity and community to drive engagement. With Rebel’s awareness falling from 79% to 75% and usage also declining, the team discusses why emotional relevance matters, how Rebel’s “Town Without Sport” campaign reframes sport as cultural belonging, and how Movember has evolved into a global identity brand around men’s wellbeing and shared participation through the iconic moustache.

The episode closes with a debate about Coca-Cola’s AI-generated Christmas ad, the role of distinctive brand assets, and whether AI is truly “pushing the boundaries of creativity” or simply versioning existing ideas. Conor challenges Coke’s framing, while Dan and Jasper discuss industry reactions, production choices and early System1 results from this year’s work.

Whether you're a brand leader, strategist, or marketer working across multiple markets, this month’s Singles offers grounded data, clear examples, and practical discussions shaped by Tracksuit’s real-time brand metrics.

Hosted on Acast. See acast.com/privacy for more information.

Re-Release - Making the Guinness Christmas Ad

Tue, 25 Nov 2025 05:00:26 GMT

First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include

04:21 The Creative Process and Challenges
25:57 The Role of Music in the Ad
32:22 The Risk of Leaving Out the Pint
39:26 The Importance of Distinctive Assets
48:01 The Impact of the Ad Over Time
56:22 The Power of Creativity and Investment

But there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:

Mal Stevenson-Creative Director
John Kelly-Voiceover
Noel Byrne - Head of production
Margo Tracey- Producer
Mark Grehan/ Brendan Coyle – Account Director
Grainne O’Driscoll-Account Manager
Paddy Gibbons-Sound Mix
April Redmond - Diageo
Ronan Byrne - Diageo
Niamh Cribbin - Diageo
Paul Kelly - Diageo
Mark Ody - Diageo
Michael Ioakimides - Diageo
Charles Coase - Diageo

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly

Tue, 18 Nov 2025 05:00:00 GMT

CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!

02:35 Katherine's Global Marketing Experience

04:32 Natalys Background and Contribution

05:18 The Power of Global Connections

08:31 Foundations of Marketing and Branding

09:40 Cultural Intelligence and AI Limitations

10:31 Localisation and Cultural Nuances

15:14 Organisational Attitude and Flexibility

16:35 Proximity Bias in Large Economies

17:49 Freedom Within a Frame Framework

19:04 Kit Kat's Global Strategy

20:46 Kerry Gold's Adaptation to US Market

22:05 Global Brand Consistency

26:33 The Impact of AI on Global Branding

28:23 Cultural Nuances in Marketing

29:36 Anecdotes and Lessons Learned

Buy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep27: Imen Zitouni, Intact's CMO on on Building a Brand That Travels

Tue, 11 Nov 2025 05:00:00 GMT

When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people.

In this conversation, Imen joins Conor at Intact House in Dublin to talk about the twists and leaps that built her career. She tells the story of the seven PowerPoint slides that convinced CEO Charles Brindamour to start The Intact Lab, an experiment that began with seven people and now employs over a thousand specialists in data, AI and customer experience.

She explains what innovation really looks like inside a business built on managing risk. how you protect teams so they can experiment, why “failing fast” only works if you decide fast, and what it takes to turn ideas into impact.

You’ll also hear how she applies the same mindset to marketing and why “Technology gives you speed. Storytelling gives you meaning.” As well as how the global Intact rebrand was “not a marketing project, but a company-wide one.” and why she believes creativity in insurance starts with culture, not slogans.

It’s an honest, practical conversation about leadership, experimentation, and brand building from one of Canada’s most respected marketing executives recorded on the day the Intact name officially launched in Ireland, the UK and Europe

02:30 – Teaching people how to use a mouse (and falling in love with the internet)

04:50 – Lessons from agency life at Cassette

06:20 – The late-night call that brought her into insurance

08:00 – Finding purpose in a data-driven industry

09:45 – “I have an idea”: how The Intact Lab began

10:50 – Protecting teams to innovate

13:40 – The 30-day rule and rapid prototyping

15:10 – “Fail fast” only works with fast decisions

17:30 – Moving from Chief Digital Officer to CMO

20:10 – Mentorship and learning from Anne Fortin

23:00 – “Technology gives you speed. Storytelling gives you meaning.”

24:40 – The founders’ story: building values before brand

26:40 – Naming Intact and the red brackets

27:30 – Rebranding RSA: “not a marketing project — a company-wide one”

30:20 – Global consistency vs local freedom

33:10 – When “witty” means different things in different markets

37:00 – Building a household brand and resilient communities

Hosted on Acast. See acast.com/privacy for more information.

The Singles takes on OpenAI, Tylenol & Stiller Soda

Tue, 04 Nov 2025 05:00:00 GMT

In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management.

02:30 OpenAI's New Brand Campaign

03:23 AI Competitors and Market Penetration

08:17 Emotional Advertising and Brand Loyalty

13:25 Tylenol's PR Crisis and Brand Trust

21:02 Ben Stiller's Entry into the Soft Drink Market

29:16 Year-End Reflections

With thanks to Tracksuit

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep26: Mark Ritson on The Biggest Mistakes Marketers Still Make & How to Stop

Tue, 28 Oct 2025 05:00:00 GMT

What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?

In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.

From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore:

👉 The real reason discounting destroys long-term value.

👉 Why profitability, not revenue, is the measure that matters.

👉 How brand equity lets companies charge 30% more — and why few marketers understand margins.

👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.

We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.

This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.

What You’ll Learn

Why pricing is the forgotten P — and marketers must reclaim it.

The psychological and financial damage of endless promotions.

What Nestlé’s portfolio clean-up reveals about focus and profit.

How the marketing profession lost the plot on creativity and strategy.

Why AI won’t kill marketing — it will expose who actually understands it.

The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.

⏱️ Episode Chapters

01:20 – Mark Ritson & his return to Dublin

03:00 – Why sold-out events show poor pricing strategy

04:30 – The hidden cost of discounting and brand devaluation

07:00 – How Kellogg’s proves the power of price premium

08:30 – Profitability vs. revenue: what marketers forget

10:20 – Why marketers must be part of pricing decisions

12:30 – Nestlé’s new CEO and the art of brand consolidation

15:00 – The 80/20 rule and why most portfolios are bloated

17:00 – “Kill a brand, keep a customer”: cutting smart

20:00 – Marketing talent and the future of brand management

22:00 – Have we over-hyped creativity?

23:00 – The 4Ps and why product and price still dominate

25:00 – Why marketers stop learning after launch

26:30 – “Strategy is the orgasm of marketing”

28:00 – OpenAI’s ad: a masterclass in bad branding

30:30 – The branding chaos in AI tools

31:50 – The “Thirties” lens: long-term change, not next-year fads

34:00 – What AI really means for marketers

36:00 – Why strong brands will still win in an AI world

38:00 – Synthetic data and the future of perfect marketing plans

40:30 – Sydney Sweeney, American Eagle & System1 scores

43:00 – Non-profits and the four Ps done right

46:00 – The Mini MBA sale & Brave Bison partnership

49:00 – The U.S. expansion plan with Adweek

51:00 – How success proved his own theories right

52:00 – On Ireland, Guinness, and the art of the deal

55:00 – Why Ireland outsmarted everyone in the EU

56:30 – Why Ritson never preps a talk — and why it works

Find out more about Tracksuit

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep25: Building the Charity Water Brand with Brady Josephson, VP of Brand & Growth

Tue, 21 Oct 2025 04:00:00 GMT

What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.

They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.

In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.

🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com

💡 Powered by GoTracksuit.com

02:45 Brady’s path from teaching to purpose-driven marketing

05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”

07:10 Solving the salary and perception problem with two bank accounts

09:00 The birth of Charity Water’s brand: intuition over focus groups

11:00 Proof, storytelling and tech: building Waterproof and donor trust

12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”

15:00 From paid performance to brand tracking with Tracksuit

17:10 Future demand vs current demand: lessons from a plateau

19:45 Building brand salience when no one’s “in market”

21:00 How to run brand building on a limited budget

23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test

27:20 Channel mix: why dominance matters more than diversification

31:10 TV, YouTube and MMM — what really drives donor acquisition

34:00 Segmentation, salience and Byron Sharp for nonprofits

36:00 The nonprofit plateau: learning from data, not instinct

37:10 AI, automation and the next frontier of giving

38:00 Brand trust and the simplicity of doing one thing brilliantly

41:00 Purpose, mastery, and marketing that matters

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep24: The Brand Newsroom: Where Content & PR Come Together. The Building A Legacy Series

Tue, 07 Oct 2025 04:00:00 GMT

PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.

In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).

This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.

If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.

What You'll Learn:

Why PR should be renamed "communications" (and what that shift actually means)

The briefing framework that gets agencies to do their best work

How to turn one event into months of content across every channel

The truth about influencer numbers vs. engagement (and when each matters)

Why budget constraints unlock creativity instead of killing it

The "brand newsroom" model and who should be your editor-in-chief

How smaller brands can win with agility against bigger competitors

CHAPTERS:

00:00 - Introduction: The Evolution of PR

02:15 - Why "PR" Needs to Become "Communications"

04:25 - Case Study: How One Email Changed a Client's Mind

07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth

10:04 - Why Great Campaigns Start With Great Briefs

11:16 - The "Freedom Through Structure" Briefing Framework

13:14 - Why Budget Can Be a Beautiful Constraint

14:27 - Events as Content Machines, Not One-Day Moments

18:27 - Measuring Event Success: Beyond Who Showed Up

19:45 - Working With Influencers & Creators: Authenticity First

23:06 - Does Follower Count Actually Matter?

26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment

28:00 - The Brand Newsroom Model: Operating Like a Publisher

29:14 - Speed, Approvals & Team Alignment

32:05 - Practical Advice: Setting Up Your Comms Function for Success

37:52 - The Editor-in-Chief Role: Who Defends the Idea?

with Legacy Communications

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep23: AI & The Evolution of Search, Building A Legacy Series

Tue, 30 Sep 2025 04:00:00 GMT

PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.

In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.

Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.

Across this conversation, we explore what that means for marketers:

Why PR and SEO can’t live in silos, and how the brand newsroom model makes them work together.
How to build visibility when there’s no guarantee of a click — and why being named in the answer might be more valuable than a referral.
The role of blogs and owned content in the AI era — why they still matter, even if they never rank.
How attribution is breaking down, and what marketers can do to rethink measurement when direct traffic and PPC get over-credited.
Practical tactics: answering every related question in your content, writing for bots as much as for humans, and creating proof that compounds rather than one-off case studies.
Why creative PR still matters more than ever, and how to structure stories that journalists — and machines — can’t ignore.

This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.

If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.

1:50 – The “oh shit” moment: Google AI Overviews

7:48 – PR as trust signals in AI

13:01 – Discovery beyond Google

15:35 – Blogs still matter

23:17 – Attribution is broken

31:22 – SEO becomes a brand function

44:08 – Writing for bots, not humans

49:20 – Don’t chase every shiny channel

57:00 – Building a Legacy

The Building A Legacy Series are in partnership with Legacy Communications

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep10: Is Brewdog Done? Will Diageo & Indeed drive efficiencies? TayTay & Travis Love Brand & Gordon & BK Collab.

Tue, 23 Sep 2025 04:00:00 GMT

Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With expert analysis from Tracksuit this episode is packed with valuable insights for marketers navigating a rapidly changing landscape. Don't miss out on these compelling stories rooted in brand data and strategy!

02:43 Marketing Strategies of Major Brands

04:40 Balancing Efficiency and Brand Building

06:13 The Role of AI and Organic Channels

06:32 Case Study: Indeed's Marketing Approach

08:42 Historical Evidence on Marketing Cuts

17:11 BrewDog's Market Performance

20:07 BrewDog's Brand Health and Challenges

20:35 BrewDog's Rebranding and Market Position

21:12 Cultural Impact on BrewDog's Brand

23:24 BrewDog's Competition and Strategic Moves

25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration

32:50 Gordon Ramsey and Burger King Collaboration

Find the hosts:

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep22: Sir John Hegarty on The Business of Creativity

Tue, 16 Sep 2025 04:00:00 GMT

An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success.

Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation.

Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms.

This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry.

00:58 Introducing Sir John Hegerty

01:17 The Knighthood Experience

03:27 Early Career Challenges

04:19 The Power of Failure

06:59 The Creative Revolution in Advertising

12:29 Iconic Campaigns and Their Impact

26:14 The Role of Humor and Testing in Advertising

34:00 The Importance of Creativity in Business

35:58 The Future of Marketing and Creativity

36:15 Stalking and Modern Advertising

37:18 The Role of AI in Marketing

39:00 Product Demonstration and AI

40:08 The CMO's New Role

42:02 The Importance of Creativity

44:41 Creativity in Business

46:29 The Impact of AI on Jobs

48:47 Experimentation and Fun in Marketing

55:22 Challenges and Fear in Marketing

01:04:20 Reflecting on a Legacy

Find out more about Sir John's course here

Visit That's What I Call Marketing here

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep21: Kaveri Camire CMO of DXC Technology on Building brand in a tech world

Tue, 09 Sep 2025 04:00:00 GMT

Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling.

05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories

08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth

10:00 Navigating Large Organizations: The Power of Humility and Networking

14:50 Experimentation in Marketing: Start Small and Scale

18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams

22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders

28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients

36:00 Business Value of Sponsorships: Client-led Value in Partnerships

42:02 Strategic partnerships and sponsorships

45:38 Challenges and advice for CMOs

Don't forget to like, share, and subscribe to help us reach a wider audience!

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep20: B2B Creativity that drives growth from Brand to Demand with Wendy Walker

Tue, 02 Sep 2025 04:00:00 GMT

B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.

What you’ll learn

Brand→Demand, together: Why separating brand and demand hurts performance—and how bringing them into one plan makes ROI easier to prove.
Global to local at scale (the 70/30 rule): What to keep from HQ and what to adapt—plus why a deep customer-story library is a B2B cheat code.
Creativity that converts: The B2B decade is here—emotion, humor, and human truth are now winning at the highest level.
Measurement that matters: How to include brand spend in the business case and show full-funnel impact.
AI that actually helps marketers: From segmentation and targeting lifts to marketers building agents in ~20 minutes—practical ways AI amplifies outcomes.
Small business spotlight: What the Cannes Grand Prix winner signals about SMB-focused B2B and the rise of meaningful creator/influencer roles.

Who this episode is for

B2B CMOs, VPs, and growth leaders who need to scale creativity, prove impact, and translate global platforms into local results—without losing speed.

02:15 Episode starts • hello, Cannes context, setting the agenda.

03:15 Agency lessons in SE Asia • Mindshare perspective.

04:46 Operating in 185+ markets • global expansion as a career crucible.

05:49 Head-down, hands-dirty growth • owning your voice.

08:44 Sponsorship over self-promotion • lifting others as a leader.

16:48 How to land in new markets • agents, on-ground research, and digital sales.

18:28 Weekly stack-ranking 185 markets • what to optimise and when.

21:03 Sliding-doors into Salesforce • building the SE Asia marketing team.

22:16 Why Jakarta matters • local talent and skills on the rise.

23:44 The 70/30 rule • global platforms, local edge + customer story library.

24:56 The B2B decade • creativity, buying groups of ~23, and being human.

26:05 Brands getting B2B right • Workday, ServiceNow, Canva.

31:44 Measurement that matters • include brand spend in the business case.

33:15 AI that actually helps • targeting, segmentation, “20-minute” agents.

35:18 Future talent in an AI world • learning without losing the craft.

37:22 Cannes 2025 takeaways • best year yet for Creative B2B; emotion rises.

38:44 From token purpose to real value • long-term, business-backed impact.

51:41 Mentoring future female leaders •.

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep19: Kelloggs on Backing The Bird with VP Jenn Carkner & Snr Dir Stephen Duggan

Tue, 26 Aug 2025 05:00:00 GMT

The fastest way to grow 17 brands might be to advertise one.

Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”

What this episode covers:

Masterbrand vs sub-brands: Why the team said, “We absolutely have to back the master brand”—and how one super-asset can “float all the other boats.”
Global idea, local truth: The universal insight—win the morning (“you do you”) or you compromise the day—rooted in a 300+ person ethnographic study across Europe.
Distinctive Brand Assets with plot (not just props): The DBA audit that unlocked Back the Bird, plus the moment the team literally “backed the bird.”
Music as memory structure: How Jurassic 5 became their first-ever ad license—and why the track was stress-tested on set until nobody could imagine the film without it.
Retail reality: Competing with own-label through superior product + brand value, a ruthless shelf line—Get the Original—and activations only Kellogg’s can do (e.g., EFL soccer camps).
Effectiveness & scale: Ipsos and System1 pre-tests scored extremely highly; early sentiment is off the charts across UK/IE and also France/Italy—giving confidence to build the platform out.

01:36 Kellogg's Legacy and Marketing Philosophy

02:19 The Power of the Kellogg Master Brand

06:20 Building Internal Alignment

12:06 Global to Local Marketing Challenges

20:44 Reviving Cornelius the Rooster

24:20 Discovering Cornelius: The Strong DBA Asset

25:08 The Role of Music in Advertising

28:36 The Journey of Marketing Transformation

32:46 Facing the Challenge of Own Label Brands

37:19 The Power of Creativity and Brand Identity

39:25 Measuring Success and Future Plans

44:22 A Defining Moment for the Brand

Hosted on Acast. See acast.com/privacy for more information.

The Singles EP9: American Eagle, Ibiza Final Boss, Lavzza Coffee, F1 & Jet2 Holidays with Tracksuit

Tue, 19 Aug 2025 06:54:02 GMT

In this episode of 'The Singles,' we explore a range of exciting topics, from analyzing American Eagle's controversial Sydney Sweeney ad to uncovering the growth behind the British Grand Prix. We also delve into Lavazza's heartwarming coffee campaigns and discuss the unpredictable virality of internet sensations, including the 'Ibiza Final Boss.' Get ready for data-backed insights, hilarious moments, and a whole lot of marketing wisdom. Don't forget to like, share, and review to help us reach more listeners in the ever-changing podcasting landscape. Tune in now for an unmissable episode!

03:12 American Eagle and Sydney Sweeney Controversy

15:38 British Grand Prix and Formula One Insights

23:45 Lavazza's Emotional Coffee Campaign

29:10 Cultural Moments and Reactive Marketing

35:35 Jet2 Holidays and Brand Perception

Find the hosts:

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep18: How The RealReal is Winning the Luxury Resale Game with Caroline Gardner

Tue, 12 Aug 2025 04:00:00 GMT

The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out?

In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold moves that have propelled The RealReal to the top. From her start in luxury hospitality at Ritz-Carlton to leading marketing for one of fashion’s most disruptive players, she reveals what it takes to build trust, scale a community, and stand out in a crowded market.

Inside this episode:

💥Values as a competitive advantage – The gold standards from Ritz-Carlton that still shape Caroline’s leadership today.

💥Campaigns that cut through – If You Love Me, Let It Go and Ask Yourself What’s Real, and why the insights behind them matter.

💥Going where you’re invited – Why Substack became an unlikely but powerful growth channel.

💥Creators done differently – Letting influencers tell the story in their own way.

💥Authenticity in the age of counterfeits – How The RealReal tackles trust head-on in a market flooded with fakes.

💥 The future of resale – Growth, expansion, and why personal style beats algorithms.

Whether you work in marketing, luxury, or sustainability, this episode gives you a behind-the-scenes look at how a brand can win by being clear on its values, obsessive about experience, and bold in its creative choices.

📌 Subscribe for more conversations with marketing leaders.

2:12 – Caroline’s career path: from consulting to luxury hospitality

3:09 – Gold Standards: the Ritz-Carlton values that shaped her approach

4:36 – Bringing hospitality mindset into The RealReal’s DNA

5:20 – The RealReal’s mission: sustainability, access & personal style

6:20 – Building a member-first community in a resale marketplace

7:00 – Going where you’re invited: why The RealReal invested in Substack

8:05 – Meet “The Real Girl”: storytelling meets resale market insights

8:42 – Campaign spotlight: If You Love Me, Let It Go – giving customers permission to sell

10:37 – Tackling counterfeits with Ask Yourself What’s Real

12:52 – Inside the creative setup: in-house team & trusted agency partners

14:12 – Shifting from bottom-funnel to full-funnel marketing

15:06 – Creator partnerships: letting influencers tell the story their way

18:39 – Why trust matters more than follower count

20:09 – AI, search, and keeping cultural fluency at the core

22:56 – Why customer experience is still the ultimate growth driver

23:10 – Future of The RealReal: growth, stores & personal style journeys

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep18:THE BATTLE OF THE ROBOTS with (sort of!) Mark Ritson, Prof. Byron Sharp, Prof. Scott Galloway & James Hurman

Tue, 05 Aug 2025 04:00:00 GMT

In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building and performance marketing. From exploring whether traditional marketing models are outdated to discussing the importance of mental availability and brand distinctiveness, ChatGPT and Claude provide unique perspectives by embodying famous thought leaders. You'll hear strong arguments on both sides, including detailed strategies for brands with limited budgets and insights on how AI is transforming the world of search. Is differentiation essential, or is distinctiveness the key to brand success? Should marketers focus on broad reach or targeted campaigns? How will AI reshape the landscape of consumer interactions and search? Join us as we address these questions and more in a compelling AI-driven debate. Don't miss the chance to see which AI delivers a more convincing argument and what real marketing heavyweights might think of their digital counterparts. Share your thoughts on who you believe was the better debater—ChatGPT or Claude? Tune in to find out.

00:00 – Intro: Robots Debate Marketing

00:47 – Why this matters

01:32 – Meet ChatGPT & Claude

02:22 – STP: Outdated or essential?

02:52 – Differentiation vs Distinctiveness

03:46 – Reach or segments?

04:29 – What should small brands do?

05:16 – Budget advice: Claude vs ChatGPT

06:49 – Do great brands advertise?

08:01 – Galloway vs Hurman

09:20 – What to tell a CFO

10:45 – Are you contradicting yourself?

11:52 – Innovation vs advertising

12:23 – €1M plan for challenger brands

13:49 – Fame first, clicks second

14:44 – How AI changes search

15:56 – If you're not in the model, you don't exist

16:24 – Final thoughts

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep 17: Taking Brand to the Boardroom | Matt Herbert (Tracksuit Co-Founder) on Brand, Growth & Global Scale

Tue, 29 Jul 2025 04:00:00 GMT

What does it really take to bring brand into the boardroom—and keep it there?

In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.

If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.

03:10 – The Series B journey: months in the making

04:30 – How Tracksuit scaled intentionally (and why they waited)

06:20 – Lessons from cracking the US market

08:15 – Why agencies matter to Tracksuit's model

09:35 – Brand health: When awareness is high but trust is low

11:05 – Airbnb, Hilton & what brand data reveals

12:25 – Making brand a boardroom conversation

13:45 – What the C-suite really needs to hear from marketing

15:20 – Instacart's 3-year journey to full-funnel marketing

17:10 – Don’t convince—connect: Learning to speak CFO

18:45 – Brand building for B2B: How Tracksuit lives its own advice

20:00 – Scaling culture without losing yourself

21:50 – Hiring right: From whiteboards to value systems

24:00 – Growing internationally without losing local nuance

26:15 – Why localisation is more than just translation

27:45 – The burnout no one sees: Leading through the scale-up phase

30:00 – Connection, clarity, courage: The Tracksuit leadership triangle

31:20 – Making market research aspirational (yes, really)

32:30 – Final thoughts: Doing serious work, without taking yourself too seriously

🎙️ Guest:

Matt Herbert, Co-Founder of Tracksuit

🎧 Host:

Conor Byrne

Liked the episode?

Drop a comment, hit like, and share it with someone who still thinks brand is just a logo.

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep8: Cannes, Controversy, Telstra, UberEats, AI & more.....

Tue, 22 Jul 2025 04:00:00 GMT

Welcome back Dan and Jasper from Tracksuit to dive into some of the most impactful stories and trends in the marketing industry.

Our discussion kicks off with a recap of the Cannes Lions International Festival of Creativity. We highlight some standout campaigns, starting with Dove’s 'Real Beauty' campaign developed by Ogilvy New York with Pinterest. This campaign won the Grand Prix in Media for its bold stance against AI-generated beauty ideals and its reaffirmation of Dove’s long-term commitment to showcasing real, untouched women. We dive deep into how this campaign has driven trust and relatability among consumers, backed by Tracksuit's data.

We then shift our focus to Telstra, Australia’s leading telecommunications company, and its 'Better on a Better Network' campaign. This campaign, which won the Film Craft Grand Prix at Cannes, features unique Australian storytelling through 26 stop-motion films. Despite challenges around service quality and pricing, Telstra’s strong brand funnel metrics showcase its resilience and category leadership.

Next, we discuss the controversy surrounding the Brazilian campaign by Consul, which won the Creative Data Lions Grand Prix but later faced scrutiny for using AI to falsify results. We explore the implications of this incident and discuss Cannes’ response with new Global Integrity Standards set to ensure accountability in future submissions.

Moving to the US market, we analyze the competitive landscape of online food delivery services, focusing on Uber Eats and DoorDash. We examine how Uber Eats is striving to close the gap with DoorDash by building emotional connections and trust with consumers through creative campaigns like 'Football is for Food.'

Lastly, we dive into the role of AI in marketing, including AI-driven influencer strategies. We explore how AI is transforming influencer marketing from predictive analytics to performance optimization, while also stressing the importance of maintaining authenticity and human connection.

Whether you’re a marketing professional or a brand enthusiast, this episode offers valuable insights backed by data to help you stay ahead of the curve. Don’t forget to check out Tracksuit at gotracksuit.com and see how you can transform your brand tracking efforts. If you enjoyed this episode, please rate, review, and share it to help us reach more marketing professionals like you.

01:32 Episode Overview: Cannes, Delivery Market, and AI

03:30 Cannes Highlights: Dove's Real Beauty Campaign

09:52 Telstra's Award-Winning Campaign

14:46 Cannes Controversy: The Console Campaign

19:56 Uber Eats and DoorDash in the US Market

20:58 Uber Eats' Market Challenges

21:58 Building Emotional Connections

24:36 Successful Campaigns and Trust

27:31 AI in Marketing and Influencers

32:38 The Future of AI and Consumer Trust

38:02 Conclusion and Final Thoughts

Don’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard.

Jasper: https://www.linkedin.com/in/jasperskinner/

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep16: Inside Canva’s Move from PLG to Enterprise-Led Growth

Tue, 15 Jul 2025 05:00:00 GMT

What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?

In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest brands.

We discuss:

*Why B2B marketing needs more emotion and less jargon

*How Canva blends fun with functionality (yes, even for the C-Suite)

*The role AI is playing across both product and marketing workflows

*How the team is navigating the shift from bottom-up adoption to top-down enterprise sales

*What marketers can learn about testing, localisation, and scaling with culture

*This one’s packed with sharp thinking, practical lessons, and a few great stories

02:32 – Intro: Canva, Creativity, and Conor’s Fan Moment

04:32 – Emma’s Tech & Marketing Journey (From Salesforce to Canva)

06:32 – Falling in Love with the Product: Why it Matters in Marketing

08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B

10:32 – Why B2B Marketing Needs a Human Touch

12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)

13:32 – Test, Learn, Scale: What Works and What Doesn't

15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)

18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models

21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter

24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool

26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth

28:02 – Local vs Global: Cultural Nuance and International Rollout

32:32 – Why Localisation Really Matters

34:32 – What’s Next for Canva

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep15: How Bold Brands Win Attention (and Keep It) with CMO Kerel Cooper

Tue, 08 Jul 2025 05:00:00 GMT

What does it really take to win attention in today’s chaotic marketing landscape — and keep it? In this episode of That’s What I Call Marketing, I sit down with Kerel Cooper, Chief Marketing Officer of GumGum, to talk about building bold brands, why B2B doesn’t have to be boring, and how contextual advertising is reshaping the future of media.

Kerel’s career has taken him from ad ops to the CMO seat, and he brings a rare mix of empathy, commercial acumen, and brand belief. We unpack how marketing to humans (not personas), respecting attention, and aligning with sales builds real business impact. Plus: the role of AI, the evolving global-local marketing balance, and what brands get right (or wrong) about DEI.

🔥 This is a must-listen for any marketer who’s rethinking what B2B branding can really mean.

2:43 – Career Journey and Transitions

6:37 – Joining GumGum and Marketing Philosophy

8:22 – Contextual Advertising and Consumer Connection

11:51 – Attention in Advertising

14:43 – Marketing Strategies and Team Focus

17:58 – Collaborative Sales and Account Management

18:20 – Building Healthy Working Relationships

20:52 – Balancing Process and Revenue

24:06 – Adapting Strategies for Global Markets

27:28 – Leveraging AI and Technology in Marketing

29:27 – Promoting Diversity and Inclusion

This episode is in partnership with Freedman International

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep14: The Future of Marketing Is Messy with Stephanie Parry

Tue, 01 Jul 2025 04:00:00 GMT

Stephanie Parry, EVP of Client Management at JellyFish joins to talk about messy marketing. From AI-generated creative to navigating culture clashes in global teams, this episode dives into the chaos and opportunity shaping modern marketing. Stephanie shares lessons from building client relationships that actually last, the tension between global strategy and local nuance, and what it really takes to lead in today’s ever-evolving landscape.

We talk:

– The rise of creative AI (and why human judgement still matters)

– What marketers can learn from working across Paris, New York, and Mumbai

– Building trust with clients — beyond deliverables

– How DEI, sustainability, and bold ideas can (and must) coexist

– And why listening might be the most underrated marketing skill of all

If you’re feeling overwhelmed by change — this one will help you make sense of the mess, and maybe even embrace it. For curious marketers, bold brand thinkers, and anyone trying to figure out what comes next.

02:45 – A Global Career Built on Curiosity

05:18 – Learning French, Failing French, Trying Anyway

06:45 – Building Deep Client Relationships That Last

08:36 – Global vs Local: The Real Challenge

11:02 – The Art of Listening in Leadership

13:20 – A Lesson That Changed Everything

17:55 – What Clients Are Asking About AI Right Now

19:32 – Creative AI Tools That Actually Work

21:15 – Abundance of Creative, Not Just Automation

24:00 – Bravery in the Age of AI

26:40 – Push for Transparency and Accountability

27:30 – DEI, Modern Masculinity and Creative Culture

28:45 – Cannes, Contradictions and Creative Joy

30:00 – Final Thoughts: Listen. Lead. Be Bold.

Thanks to Freedman International for sponsoring The Cannes Sessions.

Hosted on Acast. See acast.com/privacy for more information.

The Cannes Sessions - Daily Round Up 19/06/25

Thu, 19 Jun 2025 17:52:10 GMT

Day 4 of the Cannes Sessions and you will heard from David Droga, Billionaire & Passes Founder Lucy Guo, Karen Bennett US MD for Jellyfish, Sarah Vincent Managing Director UK, Utiq & Anders Littner brandmetrics as well as a round up of the week with Kevin Freedman talks about

– Why Walmart’s in-store teams are using Canva

– How Strava redesigned its algorithm with purpose at the core

– The return of brand marketing (and the quiet death of retargeting)

– What Tony’s Chocolonely can teach us about real brand conviction.

If you aren't here don't worry, we have you covered with the inside track.

Hosted on Acast. See acast.com/privacy for more information.

The Cannes Sessions - Daily Round Up 18/06/25

Wed, 18 Jun 2025 21:58:20 GMT

Day 3 from the Cannes Lions Festival of Creativity and we take you behind the scenes of into the judging room, chat to Jimmi McGrath of Droga5 about the judging process, we go behind the scenes into the work and what is winning, you will hear from Jung A Kim from Innocean & Sungwoon Jee CMO of Hyundai about their Grand Prix win. All about the work today

Hosted on Acast. See acast.com/privacy for more information.

The Cannes Sessions - Daily Round Up 17/06/2025

Tue, 17 Jun 2025 22:47:25 GMT

Day 2 of the Cannes Lions Festival of Creativity - hear from Jame Hurman, CEO of YouTube Neal Mohan speaking at Adweek house and Kevin Freedman on the power of AI for global marketing,

Hosted on Acast. See acast.com/privacy for more information.

The Cannes Sessions - Daily Round Up 16/6/25

Mon, 16 Jun 2025 20:45:40 GMT

A round up of all the goings on from the first day of the Cannes, talking about the opportunities for brands to think about agencies outside of the typical hubs of New York, London and Amsterdam, looking to the likes of Canada & Ireland. Hearing about Apple's opening session & Sir John Hegarty. The day 1 award winners and so much more. Get the low down on everything that is going on with The Cannes Sessions, brought to you by Freedman International

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep7: Marketing Hot Takes ELF acquires Rhode & Mark Read Departs & Cannes & An Offer

Tue, 10 Jun 2025 15:10:59 GMT

Dan & Jasper are back with Tracksuit data t delve into the latest news in marketing. We kick off with ELF Beauty's acquisition of Hailey Bieber's Rhode, examining the impressive growth and brand health of Rhode. We explore the larger trend of big brands acquiring successful new entrants in competitive categories, with examples like Pepsi and Poppi, as well as Unilever and Wild. The conversation also covers Mark Read’s departure from WPP and its implications for the holding company landscape. Discover the strategic moves, brand developments, and market trends making waves in the industry today. Plus, get a sneak peek into Tracksuit's presence and exciting content at the upcoming Cannes event.

02:39 ELF Beauty and Rhode Acquisition

03:58 Growth and Success of Rhode

05:54 Brand Health and Commercial Outcomes

06:42 Comparing Acquisitions in the Beauty Industry

12:52 Efficiency and Product Range Strategies

14:08 Mark Read's Departure from WPP

19:50 Cannes & An Offer You Can't Miss

Where to find Tracksuit at Cannes:

16/6: Brand X-Factor 3:15pm, Palais Rotonde
17/6 The New Brand Playbook 2:45pm, Adweek House
17/6 Born This (Brand-Building) Way 4:45pm, Palais Forum
18/6 Adweek Creative 100 5:30pm, Adweek House
19/6 Friends of Tracksuit Happy Hour 5:00pm, Morrisons Irish Pub.

www.gotracksuit.com

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep13 Entertain or Die: Unlocking the Secrets of Entertaining Brands

Tue, 03 Jun 2025 05:00:00 GMT

Join us for a deep dive into the 'Entertain or Die' report with Leanne Tomasevic, Head of Insight at Tracksuit, and Dan Salkey, Co-founder and Strategy Partner at Small World. Discover the most entertaining brands in the world, what makes them so engaging, and whether their entertainment value drives significant business results (spoiler alert: 29 out of the top 30 brands showing revenue growth, and two-thirds experiencing double-digit growth!)

Explore the critical importance of capturing audience attention in a media-fragmented world where consumers have more control than ever over what they engage with. Understand why being entertaining is no longer optional for brands and get insights into the elevated competition created by media titans like Netflix, Mr. Beast, and Fortnite. Discover how brands, regardless of size or category, can drive business outcomes through entertainment by leveraging core metrics and personalised strategies.

Leanne and Dan delve into the nuances of what makes content entertaining, extending beyond humor to include elements such as relevance, emotional connection, and brand character. Learn how building a compelling brand lore and engaging storytelling can make your brand stand out, with examples like Rescue Remedy's collaboration with Gen Z comedians for authentic, relatable content.

Get inspired by case studies of brands like Duolingo and Liquid Death that have successfully adapted their marketing strategies to meet the evolving demands of today's audiences. Learn about the significance of 'fandom mapping' and how brands can uncover deep, human insights to inform their entertainment strategies, much like McDonald's has done with its fan truths and wide-reaching collaborations.

For marketers working in more traditional or 'boring' categories, discover how breaking category orthodoxy and injecting an element of entertainment into their strategies can yield significant results. Whether you're working with limited budgets or trying to convince a skeptical C-suite, this discussion offers practical advice on conducting brand audits, proposing experimental strategies, and leveraging underutilised channels for maximum impact.

Understand the critical importance of measuring the effectiveness of entertaining content, and how, by using Tracksuit, you can track emotional responses, purchase intent, and traditional metrics like market share to ensure that your entertainment efforts are driving meaningful business outcomes. With promising statistics linking entertainment to higher lifetime customer value and increased sales, this conversation provides a compelling case for why brands need to be entertaining in today's competitive marketplace.

Don't miss out on this valuable conversation packed with actionable insights, real-world examples, and practical steps to make your brand more entertaining and impactful. Read the full 'Entertain or Die' report here & sign up for Tracksuit Insights Here

03:22 The Origin of 'Entertain or Die' Report

04:25 The Importance of Entertainment for Brands

07:15 Challenges in the Attention Economy

11:19 Building Brand Lore and Engaging Content

14:50 Leveraging Community and Writer's Rooms

23:50 The Role of Humor in Entertainment

25:27 Fandom Mapping for Brands

26:46 Entertainment in Unexpected Categories

28:33 Breaking Cultural Orthodoxy

37:57 Implementing Entertainment Strategies

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep6: Marketing Hot Takes Streaming, Soda & Social with data from Tracksuit

Wed, 28 May 2025 16:44:30 GMT

In this episode, Conor, Dan, and Jasper dive into the latest trends in the streaming industry, discussing how platforms like Netflix and Disney Plus are evolving towards profitability and profitability metrics. They also explore the impact of legacy brands like Sprite and Dr. Pepper reigniting historic campaigns to connect with newer generations. Additionally, the team talks about the importance of integrating connected TV into advertising strategies and how modern brands can stay culturally relevant. Finally, the conversation touches on the expansion of marketing APIs to platforms like Threads and the ongoing evolution of AI in advertising. Join us for an insightful discussion powered by tracksuit data!

02:21 The Streaming Wars: Profitability and Market Saturation

04:17 Demographics and Streaming Preferences

06:06 Advertising in the Streaming Era

07:25 The Rise of Connected TV

12:39 Personal Preferences in Streaming Services

14:26 Sprite's Nostalgic Marketing Strategy

25:20 Threads: The New Social Media Contender

30:34 The Role of AI in Marketing

Adweek Article Referenced: https://www.adweek.com/convergent-tv/netflix-ads-ai-puts-brands-in-shows/

Check out gotracksuit.com

Dan Fleming & Jasper Skinner are on LinkedIn - connect & meet

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep12: The Young Lions

Tue, 20 May 2025 07:17:20 GMT

What happens when you give teams of young marketers just two days to tackle a cause-led brief? This episode pulls back the curtain on Ireland’s 2025 Young Lions winners and their razor-sharp responses to the Spinal Injuries Ireland brief.

You will

Hear how teams went from blank page to game-changing idea in 48 hours—then how they’re honing that discipline for a 24-hour sprint in Cannes.
Hear about the winning ideas, from a crowdsourced AI route planner built on Google Maps, to a double-page “wheelchair ruler” print tool, discover how smart simplicity and genuine insight spark real behaviour change.
Hear their views on our industry today, the industry they are shaping and get their unfiltered takes on AI’s role in creativity, the shifting media landscape and why “autopilot” thinking is the real obstacle.

👍 Like, ★ rate and share with a fellow marketer hungry for a challenge.

The Cannes Sessions are brought to you by Freedman International.

Thanks to IAPI and my guests on this episode:

Gabriella Pricop & Eimear Byrne

Katie Bradley & Damien Biggins

Fiona Peppard & Deirbhile Brennan

Joy Nelson & Caitlín Roarty

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep5: Deliveroo, Sunscreen & Lego are the hot topics this week

Tue, 13 May 2025 16:04:20 GMT

In this episode of The Singles we focus on DoorDash's acquisition of Deliveroo, the marketing strategies of La Roche-Posay's sunscreen, and Lego's innovative activation at the Miami Grand Prix. The discussion delves into the competitive delivery market, analysing how DoorDash's acquisition of Deliveroo positions it within the UK market and the broader implications of this move. For the sunscreen segment, they examine La Roche-Posay’s campaigns to counter sun safety misinformation on platforms like TikTok and their partnerships with events like the US Open. The episode also highlights the intersection of nostalgia and modern branding with Lego's life-size, drivable Formula One cars at the Miami Grand Prix, enhancing brand engagement across various demographics. Additionally, the importance of customer-centric marketing, brand building, and utilizing Tracksuit's data-driven insights is emphasized, showcasing how brands can thrive in today’s competitive landscape.

02:21 Deliveroo and DoorDash Acquisition

06:31 Consumer Loyalty in Delivery Apps

13:56 Sunscreen Marketing Insights

23:20 Lego at the Miami Grand Prix

26:21 F1's Brand Collaborations

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep11: Hacking The Human Mind with Richard Shotton

Mon, 05 May 2025 07:00:00 GMT

Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.

Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.

He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.

Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.

This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour.

PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324

Check out Richard's other books and consultancy here https://www.richardshotton.com/

02:56 Early Career and Frustrations

03:23 The Blood Donation Brief

04:54 Discovering Behavioural Science

05:53 The Role of Randomness in Career Paths

08:37 Generational Differences and Social Proof

11:42 The Power of Admitting Flaws

15:54 The Importance of Distinctiveness in Advertising

23:27 Challenges in Marketing Research

29:04 Testing Social Proof in Marketing

29:28 Applying AB Testing to Surveys

30:07 Case Study: Car Pricing Perception

32:40 The Rule of 100 in Discounts

36:24 The Impact of Discounting on Perceived Quality

39:55 Reframing Low-Cost Brands

41:06 The Power of Language in Marketing

45:36 Anchoring and Price Relativity

51:44 Fairness in Pricing Strategies

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep4: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment

Wed, 30 Apr 2025 15:01:51 GMT

The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment

Dive into the latest marketing campaigns and strategies from challenger brands making waves in their industries. They start by discussing VRBO's bold billboard campaign against Airbnb and analyze the data behind both companies' performances in the accommodation services category. The conversation also highlights historic brand rivalries, like Burger King vs. McDonald's, to understand how competition can create consumer drama and excitement.

Next, they shift focus to Liquid Death, the irreverent water brand known for its quirky and humorous advertising. The discussion covers their strategic sponsorships, top-of-funnel awareness, and the importance of emotional consumer connections. The hosts also touch upon the recent documentary-style success of Wrexham AFC under the leadership of Hollywood stars Ryan Reynolds and Rob McElhenney.

Closing the episode, they explore a genius product placement by Google Pixel during the Liverpool FC Premier League win celebration, emphasising the significance of creative and impactful marketing tactics. Tune in for a comprehensive analysis of these fascinating marketing stories and to discover what makes challenger brands stand out in today's competitive market.

02:43 Airbnb vs VRBO: A Marketing Rivalry

06:24 Brand Rivalries and Marketing Tactics

15:35 Liquid Death: Disrupting the Water Category

23:46 Wrexham AFC's Football Fairytale

29:10 Google Pixel & That Mo Moment

Hosted on Acast. See acast.com/privacy for more information.

S4 ep10: Why 90% Of Marketing Decisions Are Reversible with Ran Avrahamy, CMO AppsFlyer

Tue, 22 Apr 2025 04:00:00 GMT

What happens when you give a marketer full creative freedom, a food truck, and no permit? You get a marketing lesson you’ll never forget.

In this episode of That’s What I Call Marketing, I’m joined by Ran Avrahamy, Chief Marketing Officer at AppsFlyer, who shares the wild journey of building a global brand—from a 13-person startup to a team of over 100 marketers across 20+ countries.

We talk about:

Why there’s no playbook for marketing success—and why that’s a good thing
The power of creative risk-taking (including his near-arrest in San Francisco)
How to build culture that scales without turning boring
The constant tension between global brand consistency and local market relevance
His simple but powerful decision-making lens: “Is it reversible?”
And how his team is actually using AI—beyond the buzzwords

Ran also opens up about the real challenges of leadership, keeping fun in the process, and why marketers need to embrace chaos, not fear it.

If you're navigating brand-building, scaling teams, or just trying to figure out what the hell to do next—this episode is full of useful, human, honest insight.

🔗 Follow, rate, review and share with the marketers in your life.

📬 Want to work with That’s What I Call Marketing? Sponsorship enquiries: LinkedIn @ConorByrne

#MarketingPodcast #AppsFlyer #B2BMarketing #MarketingLeadership #AIInMarketing #BrandBuilding #CMO

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep3: Hot Topics in Marketing: Insights on Tesla, Puma & Bonds with Tracksuit

Wed, 16 Apr 2025 12:09:12 GMT

nd sales. We go on to discuss Tesla's customer funnel issues and consider the broader implications of celebrity leadership on brand perception. Moving forward, we examine Puma's largest global campaign and its attempts to connect with its audience amidst stiff market competition. Lastly, we discuss Bonds, the iconic Australian brand, and its strategy to break into the U.S. market with a new campaign featuring Robert Irwin. The episode is filled with insights into how data-driven analysis can reveal the underlying truths behind these brand stories.

02:11 The Elon Effect on Tesla

03:53 Challenges in Tesla's Brand Perception

05:49 Celebrity Leadership and Brand Impact

11:16 Puma's Go Wild Campaign

17:28 Bonds' Expansion into the US Market

Don’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard.

Jasper: https://www.linkedin.com/in/jasperskinner/

Dan:https://www.linkedin.com/in/dan-fleming-a15854118/

Conor: https://www.linkedin.com/in/conorbyrne/

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep 9: Rory Gallery : A Special Sort Of Brand Strategy

Tue, 08 Apr 2025 04:00:00 GMT

In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling.

00:28 Rory's Career Journey

00:42 Guinness Made Of More Campaign Insights

01:31 Creative Challenges and Solutions

03:37 The Energy of Guinness Ads

04:12 The Sapeurs Campaign

06:47 Client and Agency Dynamics

07:27 Navigating the Creative Process

08:31 The Glass and the Clay Philosophy

10:00 Transition to Head of Strategy

12:35 Moving to New Zealand

15:43 Special Group's Success

18:29 Uber Eats Campaign

22:13 DB Export Campaign

25:40 Humor in Beer Advertising

30:50 Effectiveness in Advertising

34:43 The Role of AI in Advertising

35:14 Challenges and Opportunities with AI

41:26 Conclusion and Farewell

Hosted on Acast. See acast.com/privacy for more information.

The Singles Ep 2. Marketing Hot Topics, Brand Britain, Chocolate & Airlines with Tracksuit.

Wed, 02 Apr 2025 05:00:00 GMT

In this episode of 'That's What I Call Marketing, The Singles,' we take a look at the latest hot marketing topics with Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the brands that are loved by Brits, insights gathered after surveying over 6,000 UK consumers in five major categories: supermarkets, fast food, tea, biscuits, and beer. We discuss loyalty (yes loyalty) to Yorkshire Tea and McVitie's Biscuits. Given the amount of chocolate we see in supermarkets at the moment we chat about the category looking at Galaxy's brand growth, and Tony's Chocolonely's impact in the competitive chocolate market. And who isn’t thinking about summer holidays, so we look into the airlines and hear about British Airways' successful emotional advertising campaign and its transformation of the brand's image. Enjoy a detailed exploration of marketing insights and consumer behavior trends shaping the market today.

00:00 Introduction and Overview

00:24 The Brand Map of Britain

10:55 Chocolate Preferences and Market Insights

14:25 The Unique Brand Purpose of Tony's Chocolonely

19:12 British Airways' Emotional Advertising Success

26:57 Comparing Brand Strategies: Chocolate vs. Airlines

Don’t forget to visit gotracksuit.com to download the Brand Map of Britain and check out their amazing always on brand tracking dashboard.

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep8: Why The Best Advertising Should Stir The Pot with Mark Shanley

Tue, 25 Mar 2025 05:00:00 GMT

Guest Mark Shanley, creative director of Adam and Eve DDB talks us through his impressive career journey, from his early days in Dublin working at DDFH&B to handling major global campaigns for brands like Nike, Bud Light, and Amazon at Wieden and Kennedy in London. We kick off the episode with Marks Career Journey, his beginnings at DDFH&B in Dublin and his transition to London. Mark shares stories from his time at DDFH&B, including working on memorable ads for Fyffes bananas and collaborating with talented creatives. Mark talks about his move to London, his desire to work in top agencies, and the creative opportunities that led him to Wieden and Kennedy. We discover the challenges faced working on high-profile campaigns and how perseverance and hard work paid off, leading to successful ad projects for Nike and others. Mark reflects on the unique culture at Wieden and Kennedy, the intensity of working with prestigious clients like Nike, and the lessons learned.Before he transitioned to Adam and Eve DDB, he had hesitations about working in another agency, but he did join and was involved in some amazing campaigns like John Lewis home insurance ad, with a massive public backlash, that led to a 48% increase in sales. We talk about how a strategic pivot turned it into a memorable and successful ad. Conor and Mark delve into the impact of AI on the creative industry, its current limitations, and the potential future for AI in advertising. A wonderful episode with one of Ireland’s top creatives.

00:50 Mark's Move to London and Widen & Kennedy

01:15 Campaign Highlights: Nike and More

01:53 Creative Work and Collaborations

03:43 Ambitions and Global Work

12:23 Burnout and Rediscovery During the Pandemic

21:28 Pro Bono Work and Special Olympics Campaign

23:09 Joining Adam and Eve

23:25 First Projects and Initial Challenges

24:00 The John Lewis Home Insurance Ad Controversy

26:35 Pulled Ads and Their Impact

28:24 The Pot Noodle Slurp Campaign

31:52 Adapting to Feedback and Making Changes

39:47 The Role of AI in Advertising

45:56 The Importance of Staying Current

Hosted on Acast. See acast.com/privacy for more information.

The Singles: The Hot Topics in Marketing discussing Poppi, Guinness, Nike, Reddit & more....with Tracksuit

Wed, 19 Mar 2025 12:49:33 GMT

In this episode of 'That's What I Call Marketing,' Conor Byrne kicks off the new series 'The Singles,' focused on hot marketing topics with expert insights. Sponsored by Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the growth and impact of brands like Guinness, Nike, Poppi, and the rise of Reddit and Threads in the UK. For more on Tracksuit and to book your demo visit gotracksuit.com

00:00 Introduction to the Podcast and Series

00:48 Introducing Tracksuit and Its Benefits

01:44 Meet the Experts: Dan Fleming and Jasper Skinner

02:40 The Growth Journey of Tracksuit

05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness

10:28 Nike's Return to Greatness

16:04 Poppi's Acquisition by Pepsi

22:03 Reddit and Threads on the Rise

26:22 Future Episodes

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep7: Behind the Swedish Curtain: The Daring Strategies That Have Elevated IKEA in The Competitive Canadian Market with Jonelle Ricketts

Tue, 04 Mar 2025 05:00:00 GMT

What happens when an insight from 20 years ago is still relevant today and the ad you made to support that insight 20 years ago is part of popular culture. You run it again of course.This episode of 'That's What I Call Marketing' delves into an inspiring conversation with Jonelle Ricketts, a dedicated IKEA marketer whose career has spanned continents and cultures. In her first podcast interview you will siscover her fascinating journey from Canada to the Netherlands, driven by a unique blend of personal heritage and professional ambition. Learn how Jonelle and her husband embraced a life-changing opportunity that began with a casual dinner in Copenhagen and led to various impactful roles within IKEA's global marketing teams.

Jonelle shares insights on the complexities and rewards of working at a global level, the importance of balancing local nuances with brand consistency, and the critical role econometrics play in optimizing media strategies. She also touches on her experiences with transitioning back to Canada, stepping into a leadership role with IKEA Canada, and leveraging innovative marketing strategies to navigate competitive and economic challenges. Don't miss this episode professional insights, personal anecdotes, and valuable lessons on brand building, market adaptation, and the evolving landscape of global marketing.

00:50 Working with IKEA in the Netherlands

01:49 Transition to Global Roles

04:41 Challenges in Global Marketing

07:18 Experience at BlackBerry

08:37 Returning to Canada

09:58 Joining Sephora and Returning to IKEA

12:29 IKEA's Presence in Canada

13:51 Competitive Landscape and Media Strategy

14:54 Focus on Affordability and Quality

17:58 Iconic IKEA Advertising

27:42 Balancing Global and Local Marketing

33:13 Innovative Media and Testing Strategies

39:53 The Role of AI in Marketing

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep6: Behind the Bottle: The Untold Risks & Triumphs of Glendalough's Global Gamble

Tue, 18 Feb 2025 05:00:00 GMT

In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.

01:49 The Founding of Glendalough Distillery

02:18 Building the Glendalough Brand

04:18 Challenges and Successes in the Spirits Industry

06:31 Innovative Marketing Strategies

07:36 Lessons in Expanding to the U.S. Market

11:32 Crafting the Brand Identity

15:56 Innovating with Seasonal Gins

22:25 Going Global: Challenges and Triumphs

26:14 Targeting Key Bars and Liquor Stores

27:17 Social Media Strategies and Hard Work

28:01 Expanding State by State

28:45 The Turning Point with Mark Anthony

31:29 Managing a Global Brand

33:50 Reuniting the Team

36:21 Focusing on Key Markets and Products

47:15 Future Ambitions and Reflections

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep4: CMO Brit Starr On Why Saying NO Was the Best Career Move

Tue, 04 Feb 2025 04:20:07 GMT

Join us in an engaging and insightful conversation as Brit Starr, the CMO of CreatorIQ, shares her journey and valuable marketing insights on That's What I Call Marketing. Brit delves into her foundational experiences at agencies, working on iconic brands like Shiner Beer, and how those experiences shape her current strategies. From the intricacies of crafting compelling briefs to the evolving roles of creators in marketing, Brit offers a wealth of knowledge. Hear about her professional challenges, including a stretch into a revenue role, and the unique aspects of marketing to marketers.

Brit also discusses the acquisition of Tribe Dynamics by CreatorIQ and how the union has created a powerhouse in the influencer marketing space. Learn about the company’s community-first philosophy, its relentless focus on adding value beyond transactions, and how it has successfully marketed to some of the world's biggest brands like Levi's, BMW, and Anheuser-Busch.

Don't miss Brit's perspectives on the importance of brand safety, the challenges of international marketing, and the transformative power of AI in streamlining marketing processes. She candidly talks about her leadership style and the importance of having open and honest team dynamics. Brit's reflections on her role as CMO, the significance of staying close to the customer, and how to keep a marketing team focused while fostering creativity are incredibly insightful.

This episode is a must-watch for anyone looking to stay ahead in the ever-evolving marketing landscape.

00:00 Listening to Customers and Community

00:39 Early Career and Agency Experience

05:35 Transition to Tech and Consulting

06:16 Joining Tribe Dynamics and Role Evolution

13:02 Acquisition by CreatorIQ and New Ventures

17:28 Leadership Philosophy and Company Growth

20:05 Client Relationships and Value-Driven Approach

23:04 Navigating the Creator Marketing Landscape

23:55 Solving Customer Problems with Technology

25:05 Brand Safety in Creator Campaigns

26:05 Managing High Volume Creator Collaborations

26:38 Teaching Brands About Their Own Value

27:17 Activating the Creator Community

27:55 Staying Close to the Customer

28:25 Marketing to Marketers

28:49 The Power of Data in Marketing

30:34 Measurement and Metrics in Marketing

31:25 Challenges of International Marketing

33:19 AI in Marketing

37:46 Leadership and Team Dynamics

40:15 Theories of Victory and Focus

42:57 Becoming the CMO

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep3: Will AI Uproot The Creative Industry In Ways We Never Imagined - A discussion

Tue, 28 Jan 2025 05:05:35 GMT

Featuring Paul Dervan, Andrew More, Abi Moran & James Dunne

This episode of 'That's What I Call Marketing' delves into the transformative role of AI in the marketing landscape. Host Conor Byrne and returning guest Paul Dervan, along with industry experts, Andrew More, Abi Moran & James Dunne, discuss the practical uses and benefits of AI in marketing, creative production, and advertising. They explore AI's potential to disrupt traditional workflows, the importance of crafting effective prompts, and the collaboration between AI and human creativity. Special segments include insights from Andrew Moore of LipDub on video localization and the future of AI in advertising, Abi Moran from Folk VML on AI's structural impact, and James Dunn on AI's limitations and the irreplaceable value of human nuance and creativity. The episode encourages marketers to embrace AI's capabilities while preserving the human elements that drive truly impactful work. Check out Lipdub here https://app.lipdub.ai/signup?afmc=1z

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep2: The Reach Delusion: How Marketers Are Wasting Millions & What You Need To Know

Tue, 21 Jan 2025 04:33:42 GMT

In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear.

Key topics include:

The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn’t just about reach but about leveraging their unique functionalities to achieve business outcomes.
Challenging Established Marketing Theories: Hear why Felipe’s data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp.
AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products.
Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity.
Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies.

If you’re a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you’re in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3836621

00:42 Early Life and Career Path

02:37 Research Focus and Government Work

03:47 Marketing Insights and Strategies

04:20 The Power and Complexity of Marketing

08:00 Brand Awareness and Decay

10:06 Research and Publications

11:04 Challenging Established Marketing Theories

18:54 Campaign Efficiency and Optimization

27:38 The Client-Agency Dynamic

28:03 Oversimplification in Media Planning

28:25 The Importance of Honest Conversations

29:08 Channel Selection and Audience Targeting

30:09 Understanding Media Functionality

31:38 The Role of Different Channels

36:16 Avoiding the Scattergun Approach

39:07 Analyzing Media Strategies

42:21 Opportunities in Media Pricing

53:44 Future of Marketing and AI

Hosted on Acast. See acast.com/privacy for more information.

S4 Ep1: Inside Diageo: The Untold Challenges Behind Iconic Brands with Gráinne Wafer

Tue, 14 Jan 2025 19:33:45 GMT

In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.

Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.

The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades.

We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.

The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.

00:00 Introduction and Welcome

00:10 Grainne's Career Journey at Diageo

02:03 The Fundamentals of Marketing

05:09 The Bailey's Turnaround Story

06:27 Understanding the Product

07:24 Repositioning Bailey's in the Market

11:13 The Power of Advertising

13:18 Crafting Iconic Guinness Ads

14:12 Creativity with Precision

16:03 Innovation and Nitrosurge

17:53 Social First Approach

22:46 Agency Relationships

25:09 Guinness' Success in the UK

27:02 Guinnfluencers and Community Engagement

28:13 Quality Control and Consumer Feedback

29:00 Global Reach and Market Growth

30:07 Premier League Partnership

32:12 Smirnoff's Market Position

34:45 Balancing Global and Local Strategies

37:15 Agile Brand Communities

39:12 AI in Marketing

41:56 Leadership Evolution

42:18 Balancing Drive and Energy

43:55 Paying It Forward

44:48 Supporting Women in the Workplace

46:13 Career as a Marathon

47:45 Balance in Life

48:24 Belonging and Inclusivity

49:22 Socializing and Accessibility

50:18 Looking Ahead to 2025

A Top Marketing Podcast as rated by Feedspot

Hosted on Acast. See acast.com/privacy for more information.

What The Zuck? Discussing the big changes from Meta with Michael Corcoran

Wed, 08 Jan 2025 18:33:31 GMT

The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think.

In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team to Texas. We also tackle the political undertones influencing these changes and the potential impact on free speech and misinformation. Essential listening for anyone navigating the ever-changing social media landscape.

00:00 Introduction and Guest Introduction

00:02 Overview of Meta's Big Changes

01:30 Community Notes and Policy Simplification

02:47 Policy Enforcement and Civic Content

03:52 Free Speech and Platform Control

04:36 Trust Team Relocation and Tax Implications

05:09 Concerns Over Misinformation and Sensationalism

08:30 Impact on Brands and Advertising

14:30 Future of Social Media and Final Thoughts

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep49: 2024 A Year In Review with Elena Jasper, Marc Binkley & Vassilis Douros

Tue, 17 Dec 2024 05:41:14 GMT

In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber Podcast

Marc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion.

00:17 Meet the Hosts

02:15 Campaigns of the Year

11:49 Bullish or Bearish: Marketing Trends

12:18 Influencer Marketing Insights

25:51 Greenwashing and Brand Authenticity

26:59 Marketing Surprises of the Year

27:18 TV Ad Spend and Frequency Debate

30:23 Pre-Testing Debate and Innovations

34:24 Jaguar's Controversial Rebrand

41:10 Predictions for 2025

43:05 AI's Role in Creative Marketing

45:17 Debating Marketing Theories

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep48: A Red Star Christmas with RedC Research - The Christmas Special

Tue, 10 Dec 2024 07:53:19 GMT

In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts:

*Una Herlihy, co-founder of The Indie List;

*Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research.

Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, and how brands like Lidl, TK Maxx, and John Lewis performed. Learn about the evolving role of AI in advertising, the importance of brand consistency, and discover which ads struck a chord this Christmas. Tune in for expert insights, industry trends, and a comprehensive look at what makes a Christmas ad memorable.

01:59 Red C's Christmas Ad Review

04:07 Top 10 Christmas Ads Countdown

06:34 Discussing the Top Ads

07:19 Vodafone and Emotional Ads

11:31 Humor in Christmas Ads

13:43 Lidl's Winning Strategy

17:01 Kevin the Carrot: A Beloved Character

22:04 On Post's Emotional Impact

24:42 John Lewis: The Pioneer of Christmas Ads

25:07 Analyzing This Year's John Lewis Ad

27:04 Public Reaction to John Lewis Ad

28:44 Comprehension Challenges in Advertising

29:24 Nostalgia Meets Technology: Coca Cola's AI Ad

29:53 The Future of AI in Advertising

30:47 Mixed Reactions to Coca Cola's AI Ad

31:27 The Role of Nostalgia in Advertising

33:21 Localized Advertising with AI

36:10 Borrowed Assets in Ads: Success and Failures

37:02 Humor and Celebrities in Ads

38:09 Surprising Ad Performances

40:07 Heartfelt Ads of the Year

41:56 Innovative Campaigns and Predictions

52:33 The Power of Jingles in Advertising

Links to research: https://redcresearch.com/

Test Your Ad: https://redcdirect.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep47: Marketers 2025 Toolkit - with WARC's Imaad Ahmed

Tue, 03 Dec 2024 04:55:45 GMT

2024 is nearly over us so a perfect time to look ahead to 2025.

In today's episode I delve into the future of marketing with Imaad Ahmed, Head of WARC Advisory for EMEA and the Americas. This special episode focuses on the highly anticipated WARC 2025 Marketers Toolkit, exploring pivotal themes that will shape the marketing landscape in the upcoming year. Discover the key strategies around the economic reset and how stability might impact proactive planning, the importance of bridging the experience gap, and the potential of a solid 'promise to the customer' to enhance brand loyalty and effectiveness. The discussion also covers the challenging digital dilemma that pits brand safety against the allure of performance marketing, and the rising trend of atomization with more people living alone and its implications for consumer spending. Dive into the rich insights on how marketers need to navigate through AI developments, leverage synthetic data, and prepare for a future where content and commerce converge. This episode is packed with expert advice, data-driven insights, and strategic recommendations to help you stay ahead of the curve. Whether you're a seasoned marketer or new to the field, this episode will equip you with the necessary tools and knowledge to thrive in 2025 and beyond. Don't miss out on this deep dive into the future of marketing!

00:00 Introduction and Podcast Overview

00:48 Guest Introduction: Imaad Ahmed from WARC

01:13 Exploring WARC and Its Benefits

01:40 Marketing Headwinds and Insights

04:46 Imaad Ahmed's Role and WARC's Impact

07:08 Reflecting on 2024 and Looking Ahead to 2025

11:32 Economic Reset and Marketing Strategies

18:57 The Experience Gap and Customer Promise

23:09 The Power of Customer Promises in B2B

23:49 Examples of Effective Customer Promises

25:11 Simplifying Brand Communication for the C-Suite

28:26 Trend 3: The Digital Dilemma

30:44 The Rise of AI in Media Planning

34:58 Trend 4: The Age of Atomization

42:47 The Importance of Customer Insight

45:49 Looking Ahead to 2025

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - November 2024

Sun, 01 Dec 2024 08:13:19 GMT

November 2024 was a whirlwind in the marketing world, full of headline-grabbing moments, and lessons you can’t afford to ignore. If you’re looking to sharpen your strategies, decode what worked (and what didn’t), and understand the trends shaping the industry, this episode is your go-to guide. We’ll break down the big stories and extract insights that will make you rethink your own campaigns.

Some Of The Big Stories This Month:

🔥 Trump’s Winning Formula: Donald Trump’s presidential campaign leaned on micro-influencers and a consistent, emotive brand identity. What can marketers learn from his ability to connect with his audience and keep his messaging simple yet effective?

🎄 Christmas Ad Season is Here: Brands are spending billions to capture hearts and wallets. From John Lewis to Marks & Spencer, we explore the hits, the misses, and the enduring ROI of a great Christmas campaign.

🏀 LeBron and Bronny’s Big NBA Moment: How Nike turned a father-son milestone into a cultural marketing masterstroke.

🎤 Parkinson AI Podcast: The launch of a virtual Michael Parkinson raises tough ethical questions about legacy, AI, and consumer acceptance.

🏎️ Kit Kat in Formula 1: A clever partnership that finds the sweet spot between product relevance and market expansion.

Some Of The Key Lessons for Marketers:

Fit Matters More Than Reach: Trump’s campaign showed that aligning with the right influencers can resonate more than casting a wide net. Are you choosing partners based on values or vanity metrics?
Consistency Wins Over Time: Whether it’s Trump’s instantly recognisable red caps or John Lewis’s emotional Christmas ads, a strong brand identity pays off. Are your brand assets as clear and memorable?
AI is Everywhere, But is it Enough? From Mango’s AI avatars to the Parkinson podcast, AI is helping brands move faster, but it’s also raising questions about authenticity and trust. How will you balance efficiency with humanity?
Cultural Moments Create Opportunity: LeBron and Bronny’s game proved the power of timely, authentic storytelling. What cultural conversations could your brand tap into?
Fresh vs Familiar: Jaguar’s rebrand and the Tropicana redesign show the risks of change. Sometimes, the key isn’t reinvention—it’s refining what already works. How well do you know the line between evolution and alienation?

The stories and lessons in this episode will inspire, challenge, and prepare you for what’s next. Listen now to dive deeper into the campaigns, controversies, and creative breakthroughs shaping the future of marketing.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep46 Craft & Creativity: Elevating B2B Marketing with Sarah Higgins

Tue, 26 Nov 2024 05:11:52 GMT

In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Sarah Higgins, a seasoned marketing professional with over 25 years of experience in marketing communications both in agencies and in-house. Sarah shares her vast knowledge on various aspects of B2B marketing, including her current role at State Street Global Advisors, where she navigates the complex landscapes of EMEA and APAC markets. Sarah was chair of the B2B judges panel at this years Eurobest awards.

What you will get from this episode

Effective B2B Marketing: Sarah delves into how to creatively approach B2B marketing, making it engaging within the confines of regulation and compliance.
Global Marketing Nuances: We discuss the challenges of adapting marketing strategies across different cultures and markets, with fascinating examples from Japan and Europe.
Important Metrics: Learn about the significance of choosing the right metrics that resonate with stakeholders and how they can influence campaign success.
Craft and Creativity Discover why craft is becoming increasingly important in B2B marketing and how it can differentiate your campaigns.
Tips for Award-Winning Campaigns Get tips on writing compelling award submissions and understand the impact of winning awards on team morale and business development.
Future Trends: Sarah and Connor discuss predictions for B2B marketing in 2025, with an exciting focus on the evolving talent landscape and the intersection of AI and human creativity.

Whether you're a seasoned marketer or new to the field, this episode offers valuable guidance and inspiration to help you navigate and succeed in the ever-evolving world of B2B marketing. Tune in to gain actionable insights and elevate your marketing strategies.

00:00 Introduction to the Podcast

00:09 Sponsorship and Community Engagement

00:59 Introducing Today's Guest: Sarah Hagans

02:06 Sarah's Background and Experience

02:13 Marker - Outro

02:37 Challenges in B2B Marketing

03:51 Marketing Strategies and Campaigns

07:49 Global Marketing Insights

11:55 Local Market Customisation

15:42 Focus Groups and Feedback

20:08 The Evolution of B2B Marketing

24:54 Playfulness in B2B Marketing

25:27 Storytelling and Impact in Campaigns

26:32 Challenges of Information Overload

26:56 Simplicity and Elegance in Campaigns

28:14 Navigating Feedback and Sign-Off Processes

29:59 Importance of Data-Driven Marketing

34:59 Effective Award Submissions

38:49 Impact of Winning Awards

43:46 Predictions for B2B Marketing in 2025

45:46 The Role of Craft in the Age of AI

Hosted on Acast. See acast.com/privacy for more information.

Live Episode: S3 Ep45 The Power of Play in Brand Experience

Tue, 19 Nov 2024 05:14:11 GMT

Recorded in front of a live audience, 'That's What I Call Marketing' in association with Neon Agency explores the transformative power of play in the world of branding. Host Conor Byrne welcomes Jane Parlon from C&C Group, Gavin Downes from Neon Agency, and Aisling Quigley from Movember to discuss the vital role of playful engagement in creating memorable brand experiences. The panelists share their insights on various topics, including the importance of understanding and connecting with consumers, the challenges of balancing fun and responsibility, and the impact of creative solutions in standing out at festivals and events. Aisling highlights how Movember uses playfulness to address serious topics like men's health, while Jane discusses the balance between play and responsibility in alcohol marketing. Gavin provides a perspective on the critical role of research and metrics in evaluating the success of playful campaigns. The episode emphasises the need for collaboration between agencies and clients and offers practical advice for brands looking to incorporate play into their marketing strategies. Play can be a strategic tool to engage audiences and build emotional connections, ultimately driving brand success

Take the Power of Play Survey: https://neonpowerofplay.typeform.com/to/xsCVxMFq

00:56 Introducing Neon Agency

01:24 The Power of Play in Branding

02:31 Panel Introduction

03:04 Jane Parlin on C&C Group

03:52 Aisling Quigley on Movember

05:18 Gavin Downs on Brand Experiences

06:56 Playful Brands and Their Impact

11:18 The Role of Agencies in Brand Play

16:11 Future of Brand Experiences

29:49 Taking Risks in Marketing

30:06 Embracing Imperfection

30:40 Balancing Budgets and Creativity

31:20 Understanding Your Audience

32:21 The Power of Research and Data

34:17 Navigating Organizational Culture

37:00 The Role of Metrics in Marketing

40:01 Creative Campaigns and Brand Experiences

42:47 The Importance of Playfulness

46:58 Q&A

58:40 Concluding Thoughts and Insights

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep44: Direct Mail Lessons for Attention Seeking Marketers with Nishma Patel Robb

Tue, 12 Nov 2024 06:00:12 GMT

Nishma Patel Robb is a dynamic leader with a career spanning over 30 years, focused on innovation, marketing, and social impact. Her tenure at Google, where she was Senior Director of Brand and Reputation Marketing, showcased her commitment to human-centred design through initiatives like Digital Skills Garage and campaigns such as "Dear Local" and "It's OK to Ask." She is a dedicated advocate DEI & served as the 101st President of WACL, where she supported women in the advertising industry. As the founder and CEO of Glittersphere, she champions economic opportunities for female creators and entrepreneurs, promoting cultural change and investment in creative women. Nishma is celebrated for her insights on creativity and brand identity, earning her Fellowships with both the IPA and The Marketing Society.

Nishma shares her incredible journey through the realms of marketing, DJing, and beyond. We delves into her early passion for music and how it shaped her career. She discusses her fascinating role at Teletext, transitioning to marketing from a sales position, and the innovative leaps in technology she witnessed there. Nishma also provides deep insights into her time at Google, where she led B2B marketing, launched YouTube commercially in the UK, and emphasised the importance of emotional storytelling when she was responsible for Brand and Reputation. We talk about how Direct Mail became a key component of the marketing mix for google and the power it has as a channel for marketers today. We also chat about Nishma's latest venture, 'Glittersphere,' aimed at empowering women in branding and business by building personal brands and fostering investment. Join us for an inspiring conversation filled with career-defining moments, marketing wisdom, and the power of storytelling in both digital and real-world spaces.

00:00 Welcome and Introduction

00:46 Nishma's DJing Passion

03:25 Career Beginnings at Teletext

06:41 Transition to Marketing

08:53 Embracing Change and Technology

16:15 Joining Google

28:59 Discovering Your Superpowers

31:15 The Power of Direct Mail

33:41 Creative Marketing Strategies

35:12 The Evolution of Direct Mail

44:35 Measuring Marketing Effectiveness

53:20 Introducing The Glitter Sphere

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep43: Video LOVES The Radio Star

Tue, 05 Nov 2024 15:01:18 GMT

A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller.

Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world’s largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising.

Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world’s most recognisable brands.

Part One

Andrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad & how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency.

Part Two

Steve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding.

03:12 The Power of Radio Advertising

04:34 Creative Storytelling in Ads

08:04 The Fame Factor in Branding

11:51 Understanding Left and Right Brain Advertising

19:57 The Love for Irish Radio

20:49 The Power of Local Radio

22:29 Creative Consistency in Advertising

23:43 The Launch of Compound Creativity

26:06 The Importance of Consistency in Branding

27:11 The Role of Metrics in Marketing

29:26 The Debate on Gated Content

31:08 The Viral Marketing Stunt

31:41 The Fashion Collaboration Offer

35:00 Introduction and Setting the Scene

35:26 A Memorable New Year's Eve in Ireland

37:20 The Science of Sound and Cheese

40:16 Exploring the Universe of Sound

43:31 The Power of Sonic Branding

44:48 Crafting a Sonic Identity

57:35 The Role of AI in Audio Advertising

61:26 Regulation and the Future of AI Voices

65:27 Six Parameters for Successful Sonic Brands

71:23 Conclusion and Reflections on Audio's Impact

Hosted on Acast. See acast.com/privacy for more information.

Will Smith, Nomad & Lip Dub - short

Fri, 01 Nov 2024 21:01:07 GMT

This content is in French, Italian and Spanish. Obviously That's What I Call Marketing is a global podcast reaching audiences far and wide. As part of this months newsletter I talked about the work Nomad did in Brazil with Will Smith. So to be a truly global podcast I wanted to provide this content in different languages. So for listeners in France, Brazil and Spain - this is for you.

This was done using LipDub. Get in touch with me if you would like to know more about LipDub. thatswhaticallmarketing@gmail.com

How long before translations are automated on platforms like acast?

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - October 2024

Fri, 01 Nov 2024 06:10:41 GMT

In this episode of 'That's What I Call Marketing,' we take a recap on a bustling October in the marketing world, filled with hits, misses, controversies, and significant AI advancements. With featured discussions centreing on h interviews with top marketing minds like and a comprehensive overview of the latest trends and debates.

Key topics include the democratisation of creativity through AI, the mixed reception of Burger King's recent campaigns, cultural adaptability in marketing as exemplified by Vince McMahon, and innovative uses of AI-driven marketing by major brands like Mondelez. Additionally, Conor delves into standout advertising like Uber's Brian Cox-inspired promos, controversial yet noteworthy campaigns by Heinz, and creative moves by Tesco and Guinness. We finish with intriguing dialogue on influencer marketing's efficacy, Channel 4's targeted ads approach, and groundbreaking marketing strategies epitomized by brands like Heineken and Aer Lingus.

00:44 Personal Journey update

02:49 AI and Democratisation of Creativity

06:20 Controversial Burger King Ad

09:56 Vince McMahon Docu-Series

11:48 Beyoncé and Levi's Collaboration

14:06 Mondelez's AI-Driven Marketing

15:31 Brian Cox in Uber Eats Ad

17:31 Sky Mobile's Campaign with Roy Keane

21:15 Heinz's Advertising Controversies

25:14 Creative Responsibility in Advertising

26:38 The Importance of Consistency in Branding

28:17 Critiquing Marketing Campaigns

30:29 AI in Marketing and Creativity

31:22 Music and Marketing Synergy

32:46 Challenging Marketing Science Rules

36:12 Innovative Media Strategies

40:53 Celebrating Marketing Leaders

43:11 Influencer Marketing Insights

44:28 Heineken's Hidden Message Campaign

46:51 October Podcast Highlights

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep42: Making Sponsorships Bloom

Tue, 29 Oct 2024 05:09:29 GMT

In this episode, we unravel the complexities of sponsorship valuation and strategic marketing, offering valuable insights for brands and rights holders. Learn the foundational steps for evaluating sponsorship opportunities, focusing on brand awareness, affinity, and consideration. We introduce a three-lens approach to valuation, emphasising actual impact and outcomes. Explore expert strategies for integrating sponsorships into campaigns, driving lead generation, and optimising brand activation, particularly through events like 'Bord Bia Bloom'. Discover how niche sports sponsorships, such as women’s cricket, can offer substantial returns on budget-friendly investments. Understand the shift from national to localised marketing tactics, driven by digital transformation and the need to address media inflation efficiently. Learn how local brands can leverage upcoming global events in Ireland, such as the Ryder Cup and Men’s Euros 2028, to extend their marketing reach. Delve into the evolving roles of AI and technology in modern marketing, enhancing advertising and product experiences. Join us for actionable strategies to maximise sponsorships, balance different types of investments, and align them with specific brand objectives and demographics with a panel of experts:

Trevor Koen, Head of Marketing Certa
Ciara O'Grady, Senior Specialist, Onside Sponsorship
Trevor Hunt, Head of Marketing, Citroen

02:12 Meet the Expert Panel

09:50 Sponsorship Strategies and Insights

12:37 The Impact of Sponsorship on Brand Awareness

17:53 Aligning Sponsorship with Brand Values

20:16 Exploring the Bord Bia Bloom

27:40 Understanding Sponsorship Measurement

28:27 Integrating Sponsorship into Campaigns

29:23 Activation and Industry Insights

30:48 Making the Case for Sponsorship

31:39 Event-Specific Strategies

32:49 Challenges and Opportunities in Sponsorship

42:04 The Role of AI and Technology

Thanks to Bord Bia Bloom for partnering on todays episode, get in touch with the team today to find out more on bordbiabloom.com/participate and check out @bordbiabloom for a flavour of what to expect

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep41: How Branding Shapes Perception in a Changing World with Mark Kingsley

Tue, 22 Oct 2024 05:12:52 GMT

Today’s guest is Mark Kingsley, an award winning designer, brand strategist and author of the Universal Principles of branding. During the conversation, as well as understanding Marks career influences from Carlos Santana, working on HP where as Mark says “they printed everything I created” we uncover the balance between creativity and corporate demands. We discuss global branding challenges and his strategic approach to maintaining brand identity across diverse markets but allowing that all important space for local nuances. Yes those local nuances do actually matter.

We discuss some of Marks projects, like working on the Ogilvy positioning and the sometimes burdensome legacy of charismatic founders and the importance of experiential and emotional connections in brand development.

And of course we chat about Marks acclaimed book, 'The Universal Principles of Branding,' providing insights into its creation and the overarching principles that guide effective brand strategy and how actually it is so nuanced.

As is the case now, no episode is complete without a discussion on the ever-evolving role of AI in the creative industry, acknowledging both its potential and its challenges. We discuss how AI can democratise design tools while emphasising the irreplaceable human element in truly impactful art and branding. Mark's reflections on his teaching experiences and the importance of meditative thinking in creativity offer valuable lessons for aspiring designers.

Marks enthusiasm for his work is palpable, and his insights into the intersection of art, technology, and branding are inspiring. This episode is a treasure trove of knowledge for anyone passionate about creativity and its myriad applications in the modern world.

00:00 Introduction and Event Recap

00:27 Journey into Irish Music

01:52 Influence of Carlos Santana

03:43 Designing for Music Legends

05:08 Grammy Nomination Experience

07:15 Transition to Corporate Work

12:20 Global Branding Challenges

19:50 Writing the Book on Branding

24:21 Empowering Employees at Ritz Carlton

25:14 Understanding Brand Transformation

26:02 Political Ramifications in Branding

28:53 The Story of Dapper Dan and Gucci

33:50 AI's Impact on Creativity and Design

38:03 Balancing Calculative and Meditative Thinking

40:18 The Role of Taste and Pride in Creativity

42:49 Current Projects and Future Endeavours

Sponsor the podcast: https://www.thatswhaticallmarketing.com/sponsor

Find Conor: https://www.linkedin.com/in/conorbyrne/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep40:Unlocking the Power of Culture through Curiosity with Dr. Marcus Collins

Tue, 15 Oct 2024 04:35:38 GMT

In this captivating episode of 'That's What I Call Marketing,' I sit down with Marcus Collins, the brilliant author of For The Culture and Clinical Assistant Professor of Marketing at the Ross School of Business, University of Michigan. This episode covers his work for Beyonce where he learnt so much about where the Queens tribe wanted to be to his work understanding and influencing culture today.

We dive deep into Marcus's fascinating story, exploring how his early admiration for icons like Michael Jackson and Boyz II Men shaped his career aspirations. Marcus opens up about the challenges he faced in the music industry, which eventually led him to discover his passion for marketing, where he found a sense of belonging and purpose. He sheds light on the importance of community over fan clubs, recounting how his team discovered Beyonce's dedicated fanbase, the Beyhive, wanted something different to what the Beyentourage was set up to give them. Marcus explains how brands can tap into cultural production and human behaviour to drive meaningful connections and garner loyalty.

We also tackle the complexities of segmentation and identity in marketing, with Marcus elaborating on how to truly understand and engage with diverse audiences. He emphasises the power of curiosity and cultural observation, encouraging marketers to look beyond the conventional and explore the nuanced corners of human interaction. Our discussion touches on the significance of micro-influencers and social proof, as Marcus shares his insights into why smaller, more authentic influencers often wield greater impact than big-name celebrities. He also delves into the unpredictable nature of cultural moments, using examples like the viral success of 'Jools Lebron and Demure' to illustrate how randomness and social contagion can be leveraged for marketing success.

Marcus's new book, 'For the Culture,' serves as the foundation for many of the ideas we discuss, providing rich context and actionable insights for marketers. He also introduces an upcoming course with Cannes Lions, designed to help professionals unlock the influence of culture—a marketer's greatest cheat code. This episode is a treasure trove of wisdom and practical advice for anyone looking to harness the power of culture in their marketing strategies. Tune in to discover how understanding human behaviour and cultural dynamics can elevate your marketing game and drive behavioural adoption.

03:01 Transition from Music to Marketing

05:53 The Influence of Steve Stoute

09:31 Understanding Culture

11:54 Working with Beyonce

20:57 Segmentation and Identity in Marketing

28:31 Targeted Marketing and Network Effects

29:05 How this is similar to James Hurman Current vs. Future Demand

29:42 Social Contagion and Decision Making

31:40 Micro-Influencers and Social Proof

34:34 Cultural Production and Marketing

43:24 Curiosity and Cultural Observation

49:51 Exploiting Randomness in Marketing

52:05 Unlocking the Influence of Culture Course

Buy the book For The Culture https://www.marctothec.com/books

Connect with Conor https://www.linkedin.com/in/conorbyrne/

Sponsor the show https://www.thatswhaticallmarketing.com/sponsor

Hosted on Acast. See acast.com/privacy for more information.

Rocking Marketing - a new TWICM Record

Mon, 14 Oct 2024 15:39:08 GMT

It was time for That's What I Call Marketing to extend from the spoken word and into the realm of music videos. This is the debut track from That's What I Call Marketing with thanks to my friends at Suno.com who helped produce, write, edit, arrange and to the gang at Canva for helping produce the music video.

So yes this was all AI generated. Will it hit the charts, I doubt it, but just another demonstration of where we are headed with AI.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep39: The B2B Power Shift & What Marketers Must Do with Andrew Haussegger

Tue, 08 Oct 2024 07:40:47 GMT

n this episode of 'That's What I Call Marketing,' host Conor Byrne sits down with Andrew Haussegger Co-Founder of Green Hat to talk about their recent research report The APAC B2B Buyer Journey Research Report https://green-hat.com.au/b2b-report

This report has findings that should transform the way you think about your B2B Marketing and it is not just a report for APAC, it is not just a report for Marketing - this is something that your CEO, CRO need to pay attention to. Because the way we are set up for B2B right now is flawed.

Tune in to this episode to find out why and what you need to do to get it right. You will learn about the failure of MQLs, why the buyer has even more power, how 73% of the buying journey is done before the engage with your sales team, the 'dark funnel, the role of solution buyers versus process buyers within organisations and how marketing strategies must adapt, the new evolving role of sales teams and why you need to think about the value you create and free the content.

This is a not to be missed episode, it will change how you think.

00:31 Overview of Green Hat

03:02 The Importance of B2B Marketing

04:22 Research Insights

06:10 Shifting Balance of Power in B2B

09:53 Understanding the Buying Process

23:17 Reputation Building and Hidden Process Bias

23:24 The Case for Ungating Content

23:55 Leveraging First and Third Party Data

27:22 Rethinking MQLs and Metrics

32:59 The Evolving Role of Sales

42:27 What can you do now!

Get in touch https://www.thatswhaticallmarketing.com/sponsor

Check out Conor Byrne https://www.linkedin.com/in/conorbyrne/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep 38: From Good Old Boots to WOW Boots with Peter Markey, CMO Boots

Tue, 01 Oct 2024 04:57:32 GMT

In this episode, Peter Markey, Chief Marketing Officer of Boots & 2023 Marketer of the Year talks about how he is managing the legacy of the 175 year old Boots brand and making it a brand that WOWs in 2024. Peter generously shares his extensive journey and experiences leading some of the UKs biggest brands, shedding light on his strategic approach to maintaining brand relevance, leveraging data, and emphasising commerciality. We discuss the crucial role of empathy in leadership and how it influences innovative marketing campaigns like the 'Love Island' partnership that Boot UK has championed. Furthermore, Peter opens up about how his passion for improv comedy and music improv invigorates his professional creativity and adaptability. Through exploring his strategies for navigating marketing trade-offs, continuous customer engagement, and adapting to the ever-evolving landscape of marketing, Peter offers invaluable insights. And we get to talk about the future potential of AI in marketing. We also go back in time and talk about an interview Peter gave in 2009 where he is talking about some of the concepts that were later to be become mainstream thinking. Oh and we also get to chat about Queen Camilla and 80s music. This episode is a goldmine for marketers eager to learn from a seasoned expert about thriving amidst change and driving growth.

01:57 Leadership and Marketing Strategies

02:01 Insights on Data, Tech, and AI in Marketing

06:40 Personal Career Challenges

08:42 Navigating Redundancies and Career Transitions

12:11 Sector Experience and Marketing Versatility

21:45 Brand Purpose and Organizational Alignment

24:33 Boots' Legacy and Future Vision

28:13 Final Thoughts and Reflections

35:38 The Commitment to Being a Good Example

35:50 Debating Purpose and Financial Confidence

36:49 The Power of Long-Term Purpose

38:16 Creative Options and Purpose Work

39:37 The Success of Boots' Summer Campaign

41:52 The Importance of Team Input

47:59 Boots' Strategic Partnerships

52:43 Navigating C-Suite Relationships

58:05 Staying Close to Customers

59:11 The Value of Improv in Leadership

01:02:32 Evolving Marketing Strategies

01:04:23 Future Focus: Growth and AI

Get in touch with That's What I Call Marketing to find out about sponsorship opportunities. https://www.thatswhaticallmarketing.com/sponsor

Check out host Conor Byrne https://www.linkedin.com/in/conorbyrne/

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - Sept 2024 (the notebookLM hosts)

Mon, 30 Sep 2024 16:45:16 GMT

As I continue to invest time in AI and discover the impact and implications it is and will have on our industry, I have used NotebookLM to create this discussion based podcast episode based on the September Newsletter. I would love to get your thoughts on it, please leave a comment.

I will upload the regular audio file as well.

In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark.

Some standout campaigns? Well, Tesco’s homewares range goes all high fashion, brought to life by BBH London with some truly slick OOH work. We’ve also got G-Star RAW teaming up with Olympic gold medallist Rhys McClenaghan in a fragrance-style spot that’s dripping with effortless cool. And then there’s John Lewis, slowly building to its Christmas crescendo with a new three-part campaign kicking off with a nod to its century-spanning heritage.

But it's not all about the big brands. Tombola’s fun and surreal ad starring comedian Jo Griffin breaks the mould in the hyper-competitive online bingo space, while Firehouse Subs deliver laughs with their return of the ‘Hot Sauce Table’ in a spicy series of ads. Oh, and can we talk about AI? From Adidas experimenting with AI-driven ads to Viant launching ViantAI, the future of AI in marketing is a hot topic that won’t go away (even if it sometimes feels like we wish it would!).

As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message.

So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month!

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - Sept 2024

Mon, 30 Sep 2024 16:45:03 GMT

Check out the newsletter here for supporting charts and links: https://www.thatswhaticallmarketing.com/post/top-of-the-marketing-charts-sept-2024

In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark.

Hosted on Acast. See acast.com/privacy for more information.

S3 EP37: Living Your Brand Promise with CMO Greta Hammel

Tue, 24 Sep 2024 04:30:11 GMT

Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions.

Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources.

Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth.

This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy.

01:24 Greta Hammel's Career Journey

06:08 Insights from Cadbury's Gorilla Ad

18:46 Navigating Brand Strategy Across Markets

24:08 Transition to Promise Gluten-Free

29:29 Relaunching Gallagher's Bakehouse

30:30 The Gluten-Free Revolution: Addressing Consumer Needs

32:18 Innovative Product Development and Packaging

33:18 Market Transformation and Growth

35:04 Maintaining Premium Brands: Promise and Gallagher's

36:25 Sourdough Success

38:13 Creative Marketing Strategies

43:37 Expanding into North America

49:27 Award-Winning Marketing and Team Dynamics

Hosted on Acast. See acast.com/privacy for more information.

S3 EP36: Total Brand Value with Shane McGonigle & Damian Devaney

Tue, 17 Sep 2024 04:15:38 GMT

In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management.

This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management.

The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success.

This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success.

00:00 What do these guests know about Total Brand Value?

20:23 The Growth Potential of Small Brands

21:34 The Importance of Brand Management

22:06 Leveraging Small Budgets Effectively

22:53 Integrating Marketing Across the Organization

23:26 Tools for Brand Positioning and Growth

25:51 The Role of Training in Marketing Success

27:25 Case Studies: Real-World Marketing Plans

33:04 The Commercial Mindset in Marketing

37:33 Effective Growth Strategies

40:25 MII Course Information

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Thanks to today's show sponsor CPL Marketing Recruitment

Get in touch email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep35: Advertising. The Weak Force with Prof. Koen Pauwels

Tue, 10 Sep 2024 03:01:40 GMT

In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.

01:41 Discovering Marketing

04:19 Consumer Behaviour Insights

05:40 Global Brands and Market Entry

09:12 Marketing Beliefs and Theories

19:43 Working with Companies

24:07 Marketing Technology and Attribution

28:01 Understanding Consumer Privacy Preferences

30:01 Amazon's Lookalike Audiences

32:52 The Importance of Marketing Benchmarks

35:20 Advertising Effectiveness and Strategy

42:16 Advice for Small Brands and Startups

48:35 Skills for Future Marketers

This episode is brought to you by CPL Marketing Recruitment

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Get in touch email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep34: The Marketing Scientist with Peter Hammer (the actual marketing scientist!)

Tue, 03 Sep 2024 04:12:38 GMT

Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field.

00:45 The Evolution of Video and Clientele

03:08 Transition to Client-Side Roles

07:14 Global Market Dynamics

13:26 Importance of Media and Commercial Strategy

16:43 The Science of Sponsorship

22:39 Introduction to the Total Video Report

23:03 Origins and Evolution of the Total Video Project

25:47 Understanding Viewing Patterns Across Age Groups

29:03 Changes in Content Consumption and Market Dynamics

30:50 The Importance of Live and Non-Scripted Content

37:49 Challenges and Learnings in Media Research

41:02 The Role of Marketers in Media Measurement

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Thanks to today's show sponsor Diplomat, the global brand agency

Get in touch email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - August 2024

Sun, 01 Sep 2024 17:04:39 GMT

Explore the top marketing highlights from August. Dive into Sportsbet's engaging 'Elite Average Games' campaign, X's (formerly Twitter) legal battle to reclaim advertising revenue, and Teamwork.com's humorous take on client relations. Discover 'Who Gives a Crap's' unique sports sponsorship, Starbucks' new CEO appointment, Mars' acquisition of Kellogg's snack division, and Uber's venture into in-app advertising. Learn about Guinness' Premier League sponsorship, the latest from Snoop Dogg with Solo Stove, McDonald's Japan's ambitious AI ad campaign, and Cristiano Ronaldo's YouTube milestone. Plus, find out how Dunkin' Donuts is leveraging star power, HelloFresh's global campaign, and revisit the iconic British Heart Foundation ad with Vinnie Jones. And don’t miss insights into Steven Bartlett's controversial ads, and more, in this packed episode with actionable marketing strategies and lessons.

00:00 Introduction to the Podcast

00:20 Community Engagement and Support

00:56 Sportsbet's Elite Average Games Campaign

02:39 X's Legal Threats and Advertising Challenges

04:30 Teamwork.com's Client Part Two Campaign

05:55 Who Gives a Crap's Unique Sponsorship

07:11 Starbucks' New CEO and Controversial Commute

08:50 Uber's Revenue Diversification

10:30 Mars Acquires Kellogg's Snack Division

12:00 Guinness' Premier League Sponsorship

14:00 Dunkin' Donuts and The Instigators

14:56 Snoop Dogg's Solo Stove Campaign

15:39 McDonald's Japan AI Ad Campaign

17:42 Steven Bartlett's Influencer Controversy

19:23 Cristiano Ronaldo's YouTube Strategy

20:55 HelloFresh's Global Campaign

22:15 Oasis Reunion Marketing Genius

23:43 Curry's Gen Z Social Media Campaign

24:06 British Heart Foundation's CPR Campaign

25:24 DNA of Distinct

28:48 Recent episode recap and new sponsor announcement

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep33: The Cannes Sessions with James Hurman and Jimmy Knowles

Tue, 27 Aug 2024 04:06:02 GMT

Another two part episode to conclude our Cannes Sessions. First up is James Hurman, founder of Previously Unavailable and Co-Founder of Tracksuit and he is followed by Jimmy Knowles of Canva.

Part One

James Hurman returns as a guest to That’s What I Call Marketing, we met to discuss his book Future Demand, which is a great read I would highly recommend and I wanted to catch up with James to chat about how Future Demand has really captured the imagination as an important way to reframe conversations. We chat about James’s presentation at Cannes carried out by Tracksuit and presented alongside TikTok and James explains the implications of this research and how the study concluded that brand awareness significantly impacts growth efficiency and conversion rates, which was consistent across both Amazon and TikTok. High brand awareness correlates with better performance marketing results, emphasising the importance of building brand awareness to sustain profitable business growth. I also ask James his views on Mark Ritsons views on smaller brands remaining small, James counters that with the right strategy, small brands can indeed evolve into large brands, albeit with successive and creative efforts. The conversation touches on the critical role of educating finance and venture capital communities on the value of brand-building, emphasising the need for data-driven approaches to justify marketing investments. They stress the importance of aligning marketing strategies with financial metrics to gain broader organisational support. The discussion wraps up with reflections on the role of creativity in marketing acknowledging that while brand-building efforts must be measured and justified, creativity remains a powerful tool for driving business growth and engaging audiences.

Part Two

Jimmy Knowles heads up experiential at Canva. Now Im a bit of a Canva super fan, I love the product, I am able to do so much because of it that I truly would not be able to do if I wasnt using it. So I was really looking forward to meeting Jimmy and talk about the Canva rocketship and its 10 year overnight success. And then get to talk about the now infamous Canva Create Rap that Jimmy and the team created to launch their enterprise product. It says a lot about the culture of Canva that they chose a rap battle to launch an enterprise product, it got massive pick up, something most product launches cant say. Great to get an insight into how Canva thinks about these things, its definitely a disruptive product and they think about continuing to disrupt the market.

PART ONE

00:32 Discussing Performance Marketing

01:24 Insights from Tracksuit's Research

03:19 Brand Awareness and Conversion Rates

05:06 Challenges for Small Brands

06:42 The Importance of Creativity in Marketing

09:19 Educating Finance on Marketing

17:53 The Rise of AI in Marketing

23:35 Dissecting Scott Galloway's Marketing Views

24:43 The Power of Advertising in Tech Giants

25:28 The Risks of Misleading Marketing Advice

PART TWO

27:37 A Conversation on Canva's Growth

29:49 The Canva Experience: Empowering Creativity

34:23 Canva's Global Strategy and Local Adaptation

39:51 Innovative Product Launches: The Canva Way

50:01 The Future of B2B Marketing with Canva

The Cannes Sessions are brought to you by Freedman International.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep32: The Cannes Sessions, with Jon Lombardo & Peter Weinberg of Evidenza

Tue, 20 Aug 2024 04:37:58 GMT

Jon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently. Now getting into the conversation we have, we of course talk about their journey at LinkedIn and why they decided to leave. We dive into the core principles that guided their work at the B2B Institute, including the influence of Ehrenberg-Bass and Binet & Field on marketing effectiveness. They reflect on the impact they had at LinkedIn, helping elevate B2B marketing, and how they perceive the opportunities in B2B sector growth compared to B2C. They explain the challenges they faced with scaling traditional market research in the B2B sector, citing its high costs and slow pace. This led them to explore and adopt 'Synthetic Research' as a scalable solution that leverages AI to mimic customer responses accurately and cost-effectively - it is fascinating. We discuss how their new company Evidenza aims to build finance-friendly marketing plans using synthetic research. This method allows marketers to generate reliable insights quickly and more affordably, democratising access to robust market research. They emphasise the importance of asking the right questions and how synthetic research can help marketers avoid limitations like 'survey fatigue' and 'survey remorse.' Jon and Pete also explore the unique benefits of working independently after leaving LinkedIn, highlighting their newfound creative freedom and ability to directly apply marketing theories to their business. Their vision for Evidenza is fascinating and speaking to them about it, the passion is incredible, their innovative approach is set to revolutionise the field by making customer insights more accessible, faster, and cost-effective.

00:16 Uncensored CMO comments rectified

01:10 Leaving LinkedIn: The Big Decision

01:28 Challenges in B2B Marketing

09:44 Global Marketing Insights

12:50 The Role of Finance in Marketing

16:12 Brand Consistency vs. Change

19:22 Introducing Evidenza

22:30 The Importance of Asking the Right Questions

22:38 A New Way of Marketing

23:36 Synthetic Research: Faster and Cost-Effective

24:29 Creating Synthetic Samples

25:55 Comparing Synthetic and Traditional Research

30:28 The Flexibility of Synthetic Research

33:24 Democratizing Market Research

43:01 Global Reach and Future Potential

45:12 Transitioning from LinkedIn to Startup

The Cannes Sessions are brought to you by Freedman International

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep31: The Cannes Sessions with Gerry D'Angelo (Pt1) followed by Mark Noble & Peter Dobbyn (Pt2)

Tue, 13 Aug 2024 04:05:48 GMT

A two part episode as part of the Cannes Sessions. Brought to you by Freedman International & your host Conor Byrne https://www.linkedin.com/in/conorbyrne/

Part One - Media today and tomorrow

I sit down with Gerry D’Angelo, esteemed advisory board member, Snr Advisor at McKinsey & Co. With a distinguished career as Vice President, Global Media at Procter & Gamble, Gerry has a wealth of experience in overseeing massive media investments and managing critical relationships with media agencies & digital platforms globally. His impressive background also includes senior roles at Mondelēz International and Samsung, along with leadership positions at the World Federation of Advertisers’ Media Forum, the Global Alliance for Responsible Media. In our conversation, recorded at Cannes, Gerry shares his observations on the evolution of the event over the past 15 years, transitioning from traditional Palais-centric activities to a more tech-oriented focus. Reflecting on his tenure at P&G, Gerry provides invaluable insights into integrating external perspectives and the strategic shift towards insourcing and decoupling creative production for greater efficiency. Gerry emphasises the importance of treating media like a supply chain, balancing insourcing and outsourcing to maintain flexibility and focus on value-generating tasks. He delves into the complexities of media talent management, stressing the need for alignment on key goals to avoid turf wars. The episode wraps up with a discussion on advancements in cross-media measurement, the pivotal role of trade associations, and Gerry's perspective on technology's transformative impact on traditional marketing functions.

Part Two - A Cannes Lions Winner

In Part Two I chat to Mark Noble of Heineken Ireland and Peter Dobbyn of Publicis Dublin. Following their triumphant wins at Cannes we delve into the celebrated Pub Museum campaign. Mark and Peter share the story behind the campaign, the collaborative environment fostered between agency and client, and how their shared ambition led to Cannes-worthy work. In a market as intimate as Ireland, the ambition to achieve Cannes success is not just about accolades but about elevating the standard of creative work. Despite debates on the effectiveness of award-winning campaigns, we agree on the necessity to continually raise the bar for creativity and effectiveness in our industry.

Two inspiring discussions that provide a wealth of knowledge and inspiration for anyone passionate about marketing and media.

01:31 Interview with Jerry D'Angelo: Career Highlights

02:38 Insights on Media Management at P&G

03:54 The Evolution of Cannes: Traditional vs. Tech

09:47 In-Housing vs. Outsourcing: A Balanced Approach

18:43 The Role of Technology in Modern Media

20:58 Challenges for CMOs in the Tech-Driven World

23:57 Future of Cross-Media Measurement

27:59 Talent Management in the Media Industry

34:23 Part Two

35:06 Background and Business Challenge

37:00 Campaign Development and Relationships

41:19 The Pub Museum Concept

44:50 Execution and Challenges

51:53 Trust and Collaboration

57:01 Celebrating Success and Impact

https://www.instagram.com/thatswhaticallmarketing/

https://www.tiktok.com/@thatsmarketing

https://x.com/thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep30 (episode 100): The Cannes Sessions with Mauro Porcini, SVP and Chief Design Officer of PepsiCo

Tue, 06 Aug 2024 04:13:40 GMT

Today actually marks episode 100 of That's What I Call Marketing and in this episode we get to meet Mauro Procini SVP and Chief Design Officer of PepsiCo and get a front seat into the minds of one of the most influential designers in the world. You will find out how he has set about building a cohesive, diverse, and purpose-driven team of 370 designers across 17 global locations. His journey offers a wealth of insights into creating a dynamic, diverse, and purpose-driven culture within a global team. Mauro outlines the core tenants of human centric design and his vision for a better world. We talk about the power of designing for passion, dealing with dream killers and finding the co-conspirators to get work done - make them commit. And of course we talk about the Pepsi redesign that has been a huge success, being called big, bold and courageous when it was awarded Best Rebrand at the 2024 Creativity Awards. Mauro’s story is not just about grand dreams; it’s also about humble beginnings and the resilience required to expand those dreams into reality. Sharing this dream and storytelling have become Mauro’s tools to align his team and the entire organisation with the vision he has for PepsiCo. His experience teaches us that while resources may be scarce initially, persuasion through a compelling vision can bring those resources into reality over time. Mauro’s insights offer a blueprint for leaders aiming to build globally diverse and cohesive teams. By starting with a dream, crafting a purposeful narrative, and embracing the diversity present.

00:05 Life-Changing Trip to Ireland

02:02 Lessons from Parents

03:17 Core Values and Principles

04:23 The Power of Passion

06:25 The Importance of Happiness

07:29 Designing Happiness

12:29 Human-Centric Marketing

16:03 Challenges in Modern Marketing

20:05 Personal Journey in Design

23:20 Building a Dream Team

26:42 Striving for Personal Excellence

27:12 Dealing with Dream Killers

28:42 Finding Co-Conspirators

29:29 The Five Phases of Change

38:18 Building a Glocal Strategy

43:56 The Pepsi Redesign Journey

49:18 Maintaining Energy and Passion

The Cannes Sessions are brought to you by Freedman International.

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - Jul 2024

Thu, 01 Aug 2024 04:06:29 GMT

Bringing you the latest news and trends in marketing from July 2024. This episode takes a look at some of the recent developments in AI and what that means for marketing, looks at the brands that are winning in sports sponsorship in this summer of sports, catching up with some of the top campaigns out there and looking at some of the big names in marketing that are on the move.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep29: Marketing Team of the Year with Kevin Kent of Laya Healthcare

Tue, 30 Jul 2024 04:22:29 GMT

Kevin Kent heads up Marketing and Consumer Sales at Laya Healthcare, one of Ireland’s three (current) healthcare providers, which recently won the prestigious 'Marketing Team of the Year' award. Kevin provides a the background to Laya Healthcare, from ts beginnings as Bupa, its evolution into Quinn Healthcare, and ultimately, its establishment as Laya Healthcare in 2012. Kevin shares insights into the highly competitive Irish health insurance market and discusses the strong customer focus that is at the core of the Laya culture. We discuss the importance of internal education and creating an inclusive team culture where every member's contribution is valued and how that has helped the marketing team achieve the team of the year accolade. Kevin outlines the milestone achievements and strategic shifts that have contributed to Laya’s success, including a critical focus on long-term marketing strategies, building distinctive brand assets, and ensuring consistent brand messaging. He reflects on the importance of maintaining organisational and marketing discipline, even as they stay open to innovations and new market entrants. We discuss where to next, how you keep a winning team engaged and motivated and retain the top talent that you have created. Kevin’s passion for marketing and commitment to fostering a positive team environment shine through, making this a compelling listen for anyone interested in marketing strategy and award winning team management.

00:19 Background & evolution of Laya Healthcare

05:22 Living by Values at Laya

08:10 Marketing Strategy and Team Development

16:41 Building a World-Class Marketing Team

23:35 Reflecting on Past Work and Learning from Others

24:11 Team Values and Behaviours

26:16 Focusing on Growth and Simplifying Efforts

27:41 Challenges in the Insurance Category

29:23 Consistency and Evolution in Marketing

31:49 Celebrating Success and Looking Forward

34:53 Continuous Learning and Development

39:46 Adapting to Change and Staying Grounded

42:48 Passion for Marketing and Team Development

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep28: The Cannes Sessions with Karen Nelson Field & Karandeep Kapany

Tue, 23 Jul 2024 04:37:01 GMT

This is a 2 part episode with two wonderful guests.

PART ONE

First up is the brilliant Karen Nelson-Field, I had such a laugh recording this with Karen, as you will see throughout. We cover a lot, media measurement, human data, and the rapid transition to machine-based data, the day measurement 'died,' the importance of human-first data and aligning AI models with human behaviour, the nuances of brand attention, emotional impact in advertising, and the convergence of significant industry changes. Phew! We also talk about the Karen’s upcoming WARC course, 'Mastering Media Effectiveness,' and of course Karen’s hotly anticipated new book The Attention Economy: A Category Blueprint - which is on pre-order here https://www.amplifiedintelligence.com.au/category-blueprint/

PART TWO

Up next is Karandeep Kapany from Duolingo, I met Karan at the end of the week and when we met we both sort of exhaled with exhaustion. As you will hear in this episode I had the pleasure of having India as a market on my team when I had a global marketing role. I was fascinated to hear how Karan navigates local marketing of a global brand in a market as complex as India. In this episode, we delve into the complexities and strategies behind Duolingo’s growth in the Indian market. Karan shares insights on the vast linguistic and cultural diversity of India and we chat about how Duolingo adapts its campaigns for different regions, the importance of local insights, and the role of influencers and social media in their marketing efforts and why taking risks and pushing boundaries is crucial for brand success in a multi-faceted market like India.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep27: The Cannes Sessions with Mark Ritson

Tue, 16 Jul 2024 04:06:33 GMT

Well for many my guest today needs no introduction, he is the outspoken marketing professor, no it's not Scott Galloway, it is the one and only Mark Ritson. We talk about something I hadn’t heard Mark talk much about in other podcasts, his early interest in marketing and his experiences with global brands. As we are at Cannes we talk about Cannes and Mark criticises the overemphasis on creativity, we hit on Marks view about the decline of American marketing education, the importance of market orientation and the misconceptions around brand purpose. We debate the role of pre-testing, the challenges small brands face, and the future of AI in marketing. To wrap up, Mark shares humorous and meaningful advice for young marketers. And along the way he has a pop and a good few things, John Legend, Creativity, Liquid Death and Muppets! If you are passionate about marketing and looking to gain insights from one of the industry's leading experts, this is an episode for you. The Cannes Sessions are brought to you by Freedman International. There is occasional strong language used in this episode so please be advised.

00:33 Journey into Marketing

01:16 Academic and Consulting Career

02:03 Global Marketing Experiences

03:38 Challenges in Marketing

04:51 Critique of Modern Marketing Practices

07:47 The Role of Creativity in Marketing

14:30 Consumer Orientation and Market Research

22:11 The Importance of Learning and Education in Marketing

26:21 Consumer Brand Perception

26:40 Creative Awards Critique

27:59 Pretesting in Marketing

29:43 Challenges for Small Brands

34:29 Retail Media and Legalized Blackmail

36:26 Consulting and Career Reflections

41:18 AI in Marketing

45:53 Final Thoughts and Advice

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep26: The Cannes Sessions with Chidi Achara, Chief Product Officer, Huge

Tue, 09 Jul 2024 04:05:56 GMT

In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International

00:17 Early Career and Advertising Foundations

04:26 Transition to Nike and Brand Repositioning

06:18 In-House Creative Teams and Retail Challenges

09:45 Global Marketing Strategies at Simon

13:39 Joining Huge and Embracing AI

25:40 Outcome-Based Agency Value

27:31 Client Collaboration and Data Integration

29:00 Early Involvement of Data Scientists

29:52 Innovative Digital Experiences

32:52 Visionary Leadership and Team Focus

37:42 Building Long-Term Client Relationships

43:20 Board Role at Charity Water

45:32 Conclusion and Final Thoughts

Hosted on Acast. See acast.com/privacy for more information.

S3 EP25: Building A Legacy Series, Part 3: Going for Gold

Tue, 02 Jul 2024 04:26:48 GMT

Welcome to the third episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.

Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.

The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.

This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.

03:41 Business Challenges and Sponsorship Strategies

17:43 Activating Sponsorships Effectively

26:45 Building Strong Relationships with Rights Holders

29:08 The Importance of Communication

29:16 Navigating Complex Sponsorship Deals

33:34 Engaging with Sports Talent

40:29 Measuring Sponsorship Impact

47:56 Starting the Sponsorship Conversation

Meet the Guests

Phil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.
Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.
Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.
Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency.

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - June 2024

Mon, 01 Jul 2024 14:22:49 GMT

What was top of the marketing charts in June 2024? Explore how brands activated around major sports events like Euro 2024 and Copa America, including standout campaigns from Paddy Power, Iron Brew, KFC, and others. Get insights into the creative strategies behind successful ad campaigns, such as KFC’s 'Believe in Chicken' and the emotional 'Hey Jude' for the English football team. Also, hear about some marketing mishaps and the latest trends in advertising, from innovative strategies to humorous takes on current issues. This episode is packed with marketing wisdom, Cannes Lions Festival highlights, and exclusive previews of upcoming podcast episodes featuring industry giants.

00:32 Sports Marketing Extravaganza

01:42 Creative Campaigns and Brand Strategies

04:56 KFC's Bold New Direction

06:21 Cannes Lions Festival Insights

08:01 Exploring London Ads and Fast Fashion Critique

10:39 Podcast Highlights and Upcoming Episodes

11:46 What have we missed?

Hosted on Acast. See acast.com/privacy for more information.

S3 EP24: Building a $1Billion Global Brand

Tue, 25 Jun 2024 03:26:19 GMT

Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved.

8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.

Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success.

In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior.

01:15 The Dos Equis Campaign

04:33 Industry Changes and Adaptation

06:19 Transition to Glanbia

12:25 Optimum Nutrition's Success Story

19:19 Partnership with McLaren F1

23:35 Balancing Global and Local Branding

28:56 Investing in Local Talent

29:52 Learning from Mistakes and Experimentation

31:50 Valuing Brand in Business Strategy

33:48 Conversations with the C-Suite

34:42 Marketing Metrics and Business Goals

37:38 Adapting to Technological Changes

40:18 Maintaining Market Leadership

42:13 Skills for Future Marketers

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

Vol6: The Cannes Sessions - Daily Round Up

Fri, 21 Jun 2024 17:45:07 GMT

Cannes ends today Friday so this is the final daily round up for this year. A shorter episode today, but I chat to Clare Molyneaux of Pubilcis France, one of the Young Lions jurors Eduardo Marques before heading to the Terrace Stage for the Young Lions awards, what an experience to see how much it means to everyone and I get a reaction from the Irish silver medalists. I grab Jimi McGrath of Droga5 Dublin to get his thoughts on the week and then head over to meet James Hurman and get his thoughts on the week. During the summer episodes will be released from the interviews I carried out at Cannes so stay tuned.

Hosted on Acast. See acast.com/privacy for more information.

Vol5: The Cannes Sessions - Daily Round Up

Thu, 20 Jun 2024 16:08:08 GMT

A bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.

I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City Chiefs took to the stage and I was able to chat to Lara before she took to the stage about her role as CMO with one of the most successful franchises in the NFL.

I took some time out to catch up with some of the Young Lions, Lorna Tutty joined me with some good news about how she is getting on and then Alexandra Jakljusina & Tyla Nofal came straight out of their presentation to give me the low down. I was able to catch up Jamie Fulham and Lorna Begley of Diageo, they have won 2 Silver Lions with Baileys Sound Scales.

Finally I rounded out the day at the creators terrace to hear from Marc Hustvedt President of Mr.Beast in conversation with X CEO Linda Yaccarino and managed to track down one of my favourite brands, E.L.F Beauty, where I got to say hi to Kory M again and hear from Patrick O'Keeffe.

So another jam packed day at Cannes, the final round up will come out tomorrow and then I will be releasing episodes I have recorded at the festival throughout the summer months, so lots of great interviews coming your way with the likes of Karandeep Kapnay of Duolingo, Mark Ritson, Karen Nelson-Field, Jon Lombardo & Peter Weinberg, Gerry D'Angelo and many many more.

Thanks to Freedman International for their support.

Hosted on Acast. See acast.com/privacy for more information.

Vol4: The Cannes Sessions - Daily Round Up

Wed, 19 Jun 2024 17:54:29 GMT

Day 3 of Cannes is over, well for me, most other people seem to be at parties! Another big day so much going on, and today's daily round up aims to catch you up on all that has happened.

First up is a review of the main stage interview with Elon Musk by Mark Reed of WPP. Mark pulled no punches and it was a really engaging conversation. Colin Lewis joins me to talk about his session and also talks about Grainne Wafers session talking about reimagining Guinness.

There was a session at the RTL Ad Alliance beach where I caught up with Diana Flutur, Léoda Esteve, Managing Director, Marcel Worldwide & Sasan Saeidi

Global Chief Business Officer, VML And I also got to catch up with Marisa Nelson, EVP Marketing & Communications at Equativ to talk about what she has been hearing and seeing at Cannes this week.

I recorded an episode with Jimmy Knowles of Canva, and of course today I had the pleasure of recording an episode with Mauro Porcini of Pepsico, what an amazing experience. They will be out in the coming weeks.

brought to you by Freedman International

Hosted on Acast. See acast.com/privacy for more information.

Vol3: The Cannes Sessions - Daily Round up

Tue, 18 Jun 2024 22:02:30 GMT

Day Two of Cannes Lions 2024 is over and once again I caught up with Colin Lewis to bring you the low down from the festival, from the themes, to the talks we saw, to people we spoke to, this is the round up you need to keep up to date.

Colin shares his experiences from delivering a keynote speech and Conor shares the interactions with industry leaders and exploring innovative work on display. The discussions cover key themes including AI's role in advertising, the intersection of technology and creativity, and insights from various sessions featuring prominent figures like Queen Latifah and Sinead Burke. The importance of social media in modern viewing habits and the fascinating debates from RTL sessions.

I catch up with Charley Stoney of IAPI at the Irish Lunch and the episode features interviews with various attendees who discuss their own experiences, the significance of AI in their work, and their excitement about upcoming events at the festival.

Hosted on Acast. See acast.com/privacy for more information.

Vol2: The Cannes Sessions - Daily Round Up

Mon, 17 Jun 2024 21:41:33 GMT

The Cannes Lions Festival of Creativity started today with a full day of events in the Palais and across the rest of Cannes, every beach, coffee shop, hotel and villa was host to multiple events. It is hard to keep up with everything that is going on so this daily round up aims to capture some of the big themes and topics from across all the content.

Topics range from the restructuring of marketing teams by Colgate's CMO, partnerships between major retail media networks and tech giants, discussions on 'Jobs to be Done' philosophy and again the role of AI in marketing. We also discuss the Lifelong Learning Session that featured Dr. Marcus Collins, Karen Nelson-Field PhD & James Hurman and some of the topics discussed during that session.

And of course awards were announced today and there was a notable win for Publicis Dublin, THINKHOUSE and Heinken with Pub Museum achieving a Gold Lions.

To cover it all I am joined by Colin Lewis, David Tiltman SVP of content at WARC and Yakira Young Content Manager at AdMonsters gave us her perspective from day one of the festival.

Stay tuned to That's What I Call Marketing all week for updates:

🌐 Website: www.thatswhaticallmarketing.com

Hosted on Acast. See acast.com/privacy for more information.

The Cannes Sessions - Daily Round Up

Sun, 16 Jun 2024 22:00:59 GMT

The Cannes Lions Festival 2024 is yet to start so today's round up is a preview of what is to come at the festival this year. In this episode I am joined by Colin Lewis who will be a speaker at this years festival and will join me on these daily updates. I am also joined by CarineJean-Jean

VP Brand & Communications of RTL ad alliance. RTL are at the festival for the first time and are the only "legacy" media with a presence on the beach, and they have some line up. Tune in all week for updates and news live from the festival.

Thanks to Freedman International for their support of the Cannes Sessions.

Hosted on Acast. See acast.com/privacy for more information.

S3 EP23: Building A Legacy Series, Part 2: Creativity Matters

Tue, 11 Jun 2024 04:01:30 GMT

Welcome to the second episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode Two of this 3 part series, host Conor Byrne meets Claire O’Grady, Micheal Brennan and Aidan McLaughlin.

The episode delves into the shift from traditional PR to a more integrated approach with the guests discussing how agencies are collaborating more closely with clients and how understanding client businesses deeply is a key factors in achieving better creative outcomes. The conversation moves to the importance of creativity within constraints and how structured processes can actually foster more innovative ideas.

The role of creativity in unexpected areas, like search, is explored with great examples from the guests on how to think creatively across all elements of a campaign - down to search. The episode covers strategies for navigating the attention economy, focusing on capturing and retaining consumer attention in a fragmented media landscape. The guests share examples of successful reactive campaigns and the role of digital PR in modern marketing. They emphasise the need for businesses to stay attuned to cultural shifts and be prepared to act quickly and authentically.

00:27 Series Introduction: Building a Legacy

01:04 Meet the Guests: Claire, Aidan, and Michal

02:40 Evolving Roles in Marketing and Communications

07:22 The Importance of Relationships and Collaboration

14:46 Creativity and Constraints

16:27 The Role of Search in Creativity

22:13 Curiosity and Bravery in Marketing

24:31 Campaign Success and Creative Effectiveness

26:36 Client-Agency Relationships and Information Sharing

28:17 Fostering Creativity and Team Collaboration

30:51 Handling Feedback and Criticism in Creative Work

32:31 Rapid Response and Embracing Culture in PR

40:34 The Role of Technology in Enhancing Creativity

47:36 Concluding Thoughts and Book Recommendation

Meet the Guests:

Claire Grady: With over 18 years of experience delivering award-winning campaigns for brands like BT, Pampers, and Eddie Rockets, Ciara is the Director of Creativity and Strategy at Legacy Communications.
Aidan McLaughlin: Aidan brings a wealth of knowledge from both agency and client-side roles, focusing on storytelling and large-scale cross-platform communications.
Micheal Brennan: The Head of Search at Legacy Communications, Micheal sheds light on the surprising role of search in creativity.

Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns

https://www.thatswhaticallmarketing.com/

https://legacycommunications.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep 22: Creative, Yachts and Apple Spritzers, with Marc Binkley & Vassilis Douros

Tue, 04 Jun 2024 04:01:12 GMT

The Mindless Marketer Series is back. The second episode of the series, Marc Binkley & Vassilis Douros of the Sleeping Barber Podcast, covers hot marketing topics of today. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!

00:00 - Introduction

01:19 - Convince Your C-Suite: The Real Impact of Creativity

07:30 - The Evolution and Challenges of the CMO Role

11:47 - The Creative Brief

11:50 - Data-Driven Marketing: A Double-Edged Sword

17:50 - NEW SEGMENT - This or That!

18:45 - Campaign Pre-testing

26:13 - Does Creative Inform Media, or Media Inform Creative

33:03 - Differentiation vs. Distinctiveness

Get in touch with the hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Conor Byrne:https://www.linkedin.com/in/conorbyrne/

Check out the Sleeping Barber Podcast here https://www.sleepingbarber.ca/

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - May 2024

Sun, 02 Jun 2024 04:17:29 GMT

Join us as we delve into the top marketing insights of May 2024, featuring pretesting debates, expert opinions, and the latest ad campaigns. From Tango's new ad which leans into their quirky heritage to McDonald's mental health initiative, and Bumble's controversial campaign, we cover it all. We also discuss the evolving role of AI in marketing, retail media trends, and Google's latest AI-driven search enhancements. Plus, tune in for a special segment on pre-testing, improving sales-marketing relationships and insights from top CMOs. Don't miss out on this comprehensive roundup of the marketing world's leading stories!

00:24 Debate on Pretesting in Marketing

04:09 Professor Galloway's Insights

05:55 Tango's New Campaign

06:45 State of Sales and Marketing Relationship

09:21 Apple's Controversial Ad

10:31 McDonald's Mental Health Campaign

11:49 Bumble's Ad Campaign Backlash

13:32 Tesco's Retail Media Expansion

15:19 Google's AI-Powered Search Changes

16:00 Expressway's Entertaining Ad

16:39 Scarlett Johansson vs. OpenAI

18:05 Innocent's CMO Role Change

19:17 Keelings' Fun Advertising

20:48 Monzo's New Campaign

21:45 Canva's Product Launch Rap

23:06 Kerry Foods' Dairy and Oat Fusion

23:41 OpenAI's AI Safety Concerns

24:44 Boots' Summer Campaign

25:25 Political Marketing with Barry Andrews

Read the article on https://www.thatswhaticallmarketing.com/blog

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep21: Building A Legacy Series Part 1, Building An Agency

Tue, 28 May 2024 04:21:48 GMT

Welcome to the first episode of "Building a Legacy," a new three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode One of this 3 part series, host Conor Byrne sits down with Bernard Brogan and Kevin Moore, of Legacy Communications, to share the fascinating journey of their agency from its inception to becoming a renowned name in the industry.

Bernard Brogan, a Dublin football legend with a background in accountancy and business management, and Kevin Moore, a seasoned PR professional with a history in high-profile campaigns, bring their unique perspectives and experiences to the table. Together, they discuss the importance of storytelling, creativity, and strategic thinking in building and maintaining a successful agency.

Starting with the origin story of Legacy Communications, Bernard and Kevin recount their early days of working without wages, setting up a small office, and the challenges they faced. They highlight key moments and client wins that propelled their agency forward, including securing significant partnerships with AIG, Volkswagen, and Littlewoods Ireland.

The conversation delves into the operational challenges of running a fast-growing agency, the importance of culture and values, focusing on the core principles: Be Brave, Be Sound, and Be Curious. .

As they look to the future, Bernard and Kevin share their plans for international expansion and the strategic moves they're making to stay ahead in the digital age. Join us for this inspiring episode filled with personal anecdotes, professional insights, and practical advice for anyone interested in the dynamic world of communications and marketing.

01:01 Meet the Guests: Bernard Brogan and Kevin Moore

04:36 The Origin Story of Legacy Communications

08:03 The Journey of Building Legacy Communications

15:04 Key Moments and Client Wins for Legacy Communications

20:14 Learning from Mistakes and Growing the Business

26:47 The Importance of Relationships in Business Success

27:59 Mastering Client Relationships and Scaling Challenges

29:21 Strategic Planning and Growth Amidst Uncertainty

32:19 Embracing Digital Transformation and SEO Integration

38:39 Cultivating a Strong Agency Culture and Values

43:41 Innovative Approaches to Client Success and Agency Growth

47:22 Looking Ahead: International Expansion and Leveraging Technology

53:49 Reflecting on the Journey and Lessons Learned

56:01 Building a Legacy Through People and Partnerships

Visit https://legacycommunications.com/

Visit https://www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep20: Out-Thinking the Competition

Tue, 21 May 2024 04:37:10 GMT

Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business.

As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage.

This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness.

03:38The Power of Regional Press

05:48 Embracing Challenger Brands

07:42 The Philosophy of Challenger Brands

16:35 The Relative Advantage Framework: A Deep Dive

24:42 Exploring the Seven Principles of Challenger Brand Success

44:24 The Future of Challenger Brands

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

www.thatswhaticallmarketing.com

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep19: Inclusion In Action, Panel Discussion Part Two

Tue, 14 May 2024 04:13:13 GMT

In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anike Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through

05:30 The Importance of Representation and Overcoming Racism

09:50 Advocacy and Breaking Stereotypes

19:17 Creating Change: The Role of Leadership and Community in Diversity

24:04 Trailblazing in the Corporate World

24:44 The Power of Representation and Diversity

27:45 Comparing Racial Experiences: US vs. UK

35:45 The Struggle for Equity in the Workplace

41:40 The Role of Data in Achieving Pay Equity

46:11 Final Thoughts on Legacy and Empowerment

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep18: A Fresh Take on Traditional Media: A panel of industry Leaders Explore the Evolution of Established Media

Wed, 08 May 2024 08:45:04 GMT

Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio

00:44 Diving Into the Media Landscape: Challenges and Opportunities

01:12 Expert Insights on Traditional Media's Evolution

02:59 The Digital Shift: Analysing the Impact on Advertising Spend

05:13 Reassessing Media Strategies: A Shift Back to Broadcast?

06:52 Breaking Down Misconceptions in Media Planning

11:05 The Importance of Diverse Media in Campaigns

12:59 Measuring Success Beyond Digital Metrics

24:11 Revisiting Event-Based Media and Consumer Engagement

27:02 Addressing the Digital Focus in Media Planning and Buying

29:51 The Sonic Boom of Audio Media

30:06 Marketing Challenges and Strategies

36:06 Innovations in Media: A Closer Look

38:21 The Future of Media Measurement and Creativity

52:10 Busting Myths and Setting New Goals

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Thanks to Dee Reddy at Poddle Audio for hosting this episode

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - April 2024

Wed, 01 May 2024 04:00:14 GMT

Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.

00:22 Weetabix's Branding Challenge and Campaign Insights

02:12 Celebrating Burger King's 70th with Flame-Grilled Ads

02:38 Cairn Homes and the Community Games Sponsorship

03:35 McDonald's Innovative Smelling Billboard Campaign

05:29 The Wild Atlantic Way: A Tourism Marketing Success

07:18 The Rise of Fake Billboards and Creative Debates

08:50 Marketing to Gen Z sigh

09:39 Sky Ireland's Streaming Ad

10:49 Exploring the CMO and CFO Relationship with Heineken USA

11:52 Terrence Riley's Return to Crocs

12:52 Innovative Campaigns and AI in Marketing

15:23 Waitrose's Creative Pricing Campaign

16:19 April's Guest Highlights on 'That's What I Call Marketing'

16:57 Looking Ahead: Cannes 2024 and Future Collaborations

Listen, Learn Lead with That’s What I Call Marketing

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep17: IAPI Cannes Young Lions

Tue, 30 Apr 2024 04:00:26 GMT

Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be.

02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition

10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry

18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry

27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry

37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important

46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants

Listen, Learn Lead with That’s What I Call Marketing

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep16: Curiosity United, with Ellie Norman

Tue, 23 Apr 2024 04:12:57 GMT

Today’s guest is the fascinating Ellie Norman, Chief Communications Officer at Manchester United. This is a wonderful story of embracing challenges, from diving into the marketing world without prior experience to leading innovative branding strategies at big brands. Ellie has worked for Honda, which must have been a dream job for someone who grew up loving motorised vehicles and Ellie certainly made the most of it as you will hear. Ellie totally changed direction going to Virgin Media and then the call came to lead marketing at Formula One, where Ellie set up the first ever marketing structure and helped transform the perceptions of the sport, and yes we do talk about Drive to Survive. In a fascinating next step Ellie took over marketing at the glorious Manchester United, and what is fascinating is Ellie had no real love for football, so we talk about what attracted her to the role at the greatest football club in the world (can you sense the bias!). This episode sheds light on the power of curiosity, the significance of building relationships, and the impact of strategic marketing in the ever-evolving world of sports and entertainment.

01:12 From Farm Life to Marketing Maven

04:15 Foundational Years in Marketing

09:09 Agency Insights

13:02 The move to client side

21:56 Embracing Change at Virgin Media

28:54 A Surprising Call from Formula One

34:06 The Game-Changing Impact of 'Drive to Survive'

38:15 A New Arena

42:51 Fan Engagement and Strategy at Manchester United

50:34 Match Day Experience: Behind the Scenes

52:39 Reflecting on the Journey and Looking Ahead

Listen, Learn Lead with That’s What I Call Marketing

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep15: The Mindless Marketers Series

Wed, 17 Apr 2024 04:24:34 GMT

The Mindless Marketers is a new segment with the Sleeping Barber podcast. So today Vassilis Douros and Marc Binkley join me in a humorous exploration of some of todays hottest marketing topics with inspiration from the wonderful work of Tom Fishburne Founder and CEO of Marketoonist. We show and explain a selection of cartoons that we like and then debate topics like changes in marketing roles, the relevance of chief marketing officer (CMO) positions, and the efficiency of different marketing strategies. We discuss the challenges and misconceptions in the marketing industry, such as the reliance on data versus insight, the perception of marketing departments within organisations, and the shift towards prioritising first-party data due to cookie deprecation. The episode also touches on creative advertising, customer-centric approaches, and the importance of brand and product availability to consumers. Through a mix of personal anecdotes, industry insights, and discussing Toms cartoons, we delve into the complexities of marketing an industry we all love.

00:00 Welcome to the Pilot: Introducing Mindless Marketers

00:25 Diving Into the World of tom Fishburne and the Marketoonist,

01:36 The Evolution and Challenges of the CMO Role

07:54 AI in Marketing: Expectations vs. Reality

11:50 Data-Driven Marketing: A Double-Edged Sword

16:56 Navigating the Shift from Third-Party Cookies

21:10 Rethinking Remarketing Strategies

22:13 Scepticism and Realisations in Digital Marketing

24:20 The Impact of Cutting Marketing Budgets

31:37 Inside the Mind of a Consumer: Brand Perception

39:08 Concluding Thoughts on Marketing Strategies

Listen, Learn Lead with That’s What I Call Marketing

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep 14: Inclusion in Action - Part 1

Tue, 09 Apr 2024 12:25:00 GMT

In February Walter T Geer posted that he was going to shut down his social media and “use it to amplify the voices of Black women that needed a mega phone” Walter commented that Historically Black women “have CONSISTENTLY been called upon to help solve the worlds problems. It wasn’t too long ago that leaders and companies called upon and hired many of these women, to save their companies by addressing their diversity issues. Now only a few years later, many of those same leaders and companies seem to have forgotten the very people who helped dig them out of a hole”

I was in touch with Walter and asked if he thought it was a good idea to profile some of the women he had featured and host a panel discussion on their experiences in marketing and communications and from their perspectives why we are where we are and what needs to change.

I was incredibly grateful that six of the black female leaders featured by Walter came back and agreed to be part of the discussion. In Part One of that discussion I am joined by

*Effie Kanyua, Founder: We Are Warriors PR - featured in PR Week's 'New Agencies to Watch in 2024'

*Ekaette Kern, Co-Founder and CEO, Tenet Consultancy.

*LeAnne Weekes, public relations and marketing expert looking for her next role

In this episode we have a really open conversation we discuss barriers to entry for black professionals in the field, including recruitment challenges, unpaid internships, lack of progression routes, and systemic issues. The panel discuss real-life examples of overcoming barriers in the industry, strategies for enhancing diversity in marketing and communications, stories of perseverance, creativity, and success, advice for aspiring professionals, emphasising the value of networking. Despite some progress, our industry still has a long way to go in truly embracing diversity and inclusivity. Let's learn, grow, and support each other in making the marketing world a place where everyone's voice is heard and valued. 💡

Listen, Learn Lead with That’s What I Call Marketing

00:26 Effie's Journey: From Journalism to AI-Powered PR

01:23 LeAnne's Diverse Communications Expertise

02:54 Ekaette's Mission: Diversifying the Agency World in Atlanta

04:28 The Stark Reality of Diversity in the Industry

05:02 Breaking Down Barriers: Opportunities and Representation

09:24 The Importance of Diverse Voices in Creative Industries

12:20 Challenges and Solutions for True Diversity and Inclusion

18:34 The Role of Leadership and Strategy in DE&I Initiatives

21:36 The Impact of DE&I Rollbacks and the Need for Action

44:22 Advice for Aspiring Professionals in the Communications Industry

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

Get in touch about sponsorship or content partnerships, email

Listen to all episodes here

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep13: The Magic of Numbers with Dr. Grace Kite

Tue, 02 Apr 2024 03:10:01 GMT

Dr. Grace Kite is Founder and CEO of Magic Numbers and Magic Works Training. Her career is distinguished by a blend of academic excellence and practical expertise, making her a sought-after advisor and speaker on topics related to marketing effectiveness and ROI. Dr. Kite's contributions to the field are characterised by her ability to blend detailed econometric analysis with clear, actionable insights, helping businesses to optimise their marketing strategies in alignment with economic principles.In addition to her consulting work, Dr. Kite is an influential voice in the marketing community, frequently contributing to industry discussions, publishing research findings, and participating in conferences. And today's episode delves into so much of the work Grace contributes to the industry. We talk about how Graces curiosity got her into marketing, the importance of people, how getting the work used not just commissioned is so important. Bar charts beeing the bazzoka of data, the importance of last click attribution going away, the differences for smaller and bigger brands, how 30 grand spent today can give you 20-40% more effective marketing plans, of course we touch on AI and Die Hards place as a Christmas Classic.

00:14 From Economics to Marketing: A Unique Journey

03:21 The Leap to Freelancing: Balancing Career and Family

07:59 The Power of Positioning and Analytics in Marketing

11:28 Understanding the Human Element in Data Analytics

21:42 Navigating Marketing Strategies in Inflationary Times

25:58 Practical Advice for Marketers on a Budget

31:48 Navigating the Pitfalls of Attribution in Marketing

39:45 Understanding the Impact of External Factors on Marketing

42:24 Exploring the Potential and Pitfalls of Attention Metrics

45:19 The Power of Niche Influencers in Marketing

47:57 AI in Marketing: Opportunities and Concerns

50:57 Reflections and Insights from Industry Events

51:34 Econometrics: Making Advanced Analysis Accessible

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing

You can listen to all previous episodes here https://www.thatswhaticallmarketing.com/podcast

Hosted on Acast. See acast.com/privacy for more information.

Top of the Marketing Charts - March 2024

Mon, 01 Apr 2024 03:08:20 GMT

This episode of 'That's What I Call Marketing' covers the top marketing stories and campaigns from March 2024, including Heinz's ketchup insurance in the UAE, the LinkedIn-Edelman B2B Thought Leadership Impact Report, and how AI is influencing the creative process. The episode also discusses innovative campaigns from brands like Paddy Power, Kahluah, and Under Armour's AI-generated sports commercial. Additionally, it addresses TikTok's potential ban in the US and Starbucks' restructuring of its marketing leadership. The episode wraps up with highlights of award nominations and recent podcast episodes, offering insights into recent marketing trends and discussions on AI’s role in creativity, the importance of thought leadership, and the evolving landscape of advertising.

00:00 Welcome to the Marketing Roundup!

00:21 March 2024 Sponsorship Opportunities and Show Updates

00:58 Heinz Ketchup Insurance: A Sticky Situation

01:58 LinkedIn and Edelman's Insightful B2B Report

03:14 Paddy Power's Creative Marketing Genius

04:08 St. Patrick's Day Celebrations and Brand Collaborations

05:13 TikTok's Uncertain Future in the US

06:39 Sam Altman's view on AI's Impact on Creativity and Marketing

08:34 Under Armour's AI-Powered Sports Commercial Controversy

10:08 Cannes 2024 Preparations and Opportunities

10:55 Pot Noodle's Slurp Campaign: A Sound Strategy?

12:54 Bailey's Innovative Solution to a Common Dilemma

13:31 Andrex's Bold New Brand Platform

14:49 Stella Artois' Star-Studded Campaign

15:44 Celebrating Differences with a Powerful Message

17:00 Starbucks' Marketing Leadership Shake-Up

18:04 AIM Awards and Marketing Excellence

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

Visit www.thatswhaticallmarketing.com to listen back to all previous shows

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep12: B2B Marketing: Time for a Reboot - Panel Discussion with the Indie List CMO Collective and Business Plus

Tue, 26 Mar 2024 05:00:48 GMT

In this episode of 'That's What I Call Marketing', Conor Byrne hosts a B2B Marketing panel discussion with Tara O'Sullivan CMO of Zevo Health, Caroline Kelly VP of Marketing at Johnson Hanna, and Seamus Moore CMO of Atlas. The discussion aims to delve deep into the evolving world of B2B marketing and answers the question why is B2B marketing so boring. The discussion looks at what is going wrong and what is going right in B2B Marketing, the need for it to have a more human-centric approach and the well known challenge of stakeholder complexities. The panel debate if B2B marketing should be purely transactional or should it create meaningful connections addressing customer pain points and leveraging strong creative content to resonate with the audience. The episode explores the role of creativity and utility in marketing, with a consensus on the necessity of creativity to stand out in a traditionally utilitarian field. The panelists share successful strategies from their respective organisations, shedding light on the importance of brand differentiation and the power of creative tactics to foster engagement and break the monotony of B2B marketing. As the conversation progresses, the panel touches on the impact of thought leadership and content strategies, underscoring the need for authenticity, relevance, and delivering value to the audience. The episode concludes with a lively enough discussion on the relationship between marketing and sales, emphasising the importance of collaboration, setting clear boundaries, and aligning goals to drive business success.. The episode serves as a compelling call to action for marketers to innovate, connect, and inspire in the evolving world of B2B marketing. The future of B2B marketing should be bright and inspiring

03:30 Defining B2B Marketing: Insights from the Experts

12:07 The Creative Challenge in B2B Marketing

18:29 Personalizing B2B Marketing: Strategies for Engagement

24:43 The Importance of Measurable Outcomes in B2B Marketing

32:45 The Digital Transformation of B2B Marketing

34:49 Navigating the Complex Relationship Between Sales and Marketing

48:17 The Importance of Internal Content Creation in B2B Marketing

55:55 The Future of B2B Marketing: Creativity, Purpose, and Impact

56:26 Spotlight on Innovative B2B Brands and the Future of Work

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Thanks to SpaceTo for hosting us and Business Plus for their support

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

Visit www.thatswhaticallmarketing.com to listen back to all previous shows

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep11: Unlocking Marketing with Empathy & Experimentation with Jessica Gilmartin

Tue, 19 Mar 2024 05:01:45 GMT

Chief Revenue Officer of Calendly,Jessica Gilmartin, is today's guest on That's What I Call Marketing. Today we cover so much in a fascinating and fun conversation that is a great insight for not just marketers but for sales people too. We discuss the ways Jessica found support and mentorship on her pretty unconventional career journey, we talk about the importance of finding passion, maintaining intellectual curiosity, and the constant evolution of marketing as a discipline. We go deep on the topic of international marketing, highlighting the necessity of understanding how to cut through the noise, understand what really matters and where and when to get really local, something that Diplomat Agency has been set up to support scaling companies with. Jessica is a leader that oozes empathy and we talk about her approach to creating a supportive culture as a leader, being a thoughtful leader and not having all the answers. We cover product led growth, insights into how to best align sales and marketing and practical advice for any salespeople out there trying to target CMO’s you are probably getting it all wrong.

And we uncover something that we can’t tell Jessicas boss.

00:00 Celebrating International Women's Day and Mentorship

03:05 Embracing Curiosity and Lifelong Learning in Marketing

04:50 Navigating the Complexities of International Marketing

16:54 Creating a Culture of Honesty and Empathy in Leadership

23:10 Transitioning to Chief Revenue Officer: Integrating Sales and Marketing

29:04 Exploring Calendly's Marketing Strategies and Growth

34:32 Fostering a Culture of Innovation and Customer Focus

38:13 Embracing Change and Experimentation in Marketing

41:46 The Importance of Psychological Safety and Learning from Failures

44:10 Empowering Teams

51:07 Balancing Work and Personal Life

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
TikTok https://www.tiktok.com/@thatsmarketing

You can listen to all previous episodes here https://www.thatswhaticallmarketing.com/podcast

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep10: The Power of Marketing Effectiveness, with Tom Roach

Tue, 12 Mar 2024 05:00:58 GMT

In this episode of 'That's What I Call Marketing,' I get to interview Tom Roach. Tom is a highly respected figure in the marketing world, renowned for his fascinating career, insightful publications, and significant contributions to marketing thought leadership. Tom is unquestionably one of the greats when it comes to effectiveness, he has been the author of a phenomenal amount of effectiveness papers and so certainly knows what good looks like. Today we chat about that, how that journey came about, how he got rejected by most the agencies he ended up working for when he started out, how he was a terrible account person and some of the things he has learnt along the way. We chat about how Tom set about instilling a culture of effectiveness through the agencies he worked at, without doubt leaving a legacy of excellence along the way. Tom talks about bridging the gap between creativity and commerciality, the importance of brand-building in digital platforms, and the aspects of communication strategy. He also shares insights about award-winning marketing case studies he has worked on, such as McDonald's and Sainsbury's, explaining the power of practical strategic planning, creativity, and consistency in achieving marketing goals. And as if that isn’t enough we talk about Toms path to not becoming a choral singer.

04:50 The Shift from Account Management to Strategy

06:05 The Importance of Effectiveness in Advertising

08:55 The Art of Writing Effective Case Studies

14:26 The Sainsbury's Case Study: A Deep Dive

21:04 The Role of Frameworks in Strategy

26:15 Creating a Culture of Effectiveness

30:42 The Two Sides of the Coin: Media and Creativity

35:39 The Potential of Digital Platforms in Building Brands

43:28 The Role of Creativity in Gaining Attention

50:26 The Challenge of Convincing Stakeholders about Brand Building

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
TikTok https://www.tiktok.com/@thatsmarketing

You can listen to all previous episodes www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep09: It Depends with Dentsu COO Ian McGrath

Tue, 05 Mar 2024 05:27:52 GMT

Newly appointed Chief Operating Officer of Dentsu Ian McGrath took time out before starting his new job to reflect on his career to date and his perspective on the world of marketing. Ian has lots of thoughts to share, as you will find out, coming from his years of experience working and running top media agencies in Ireland as well as running global media for the brand Poker Stars for the past two years.

During todays conversation we talk about Ians love of spreadsheets, the role agencies have played in his career, how the move client side happened and the experience of being client side. We talk about culture, accountability and autonomy, the importance of understanding - understanding culture, geography, global and local nuances - understanding things like marketing and business metrics, the role of testing, understanding loyalty and penetration and all the different areas of marketing are so important. And how ultimately how you use all of this information depends, on so many factors.

03:51 The Importance of Understanding Marketing

10:18 The Shift from Agency to Consultancy

18:11 The Importance of Team Dynamics and Culture

28:19 Understanding International Market Dynamics

42:35 The Role of Brand Power and Share of Voice in Maintaining Market Share

48:40 The Balance Between Global and Local in Marketing

54:25 The Return to Full Service in Marketing Agencies

Thanks to today's show sponsor The Indie List https://indielist.ie/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
TikTok https://www.tiktok.com/@thatsmarketing

You can listen to all old episodes www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep08: Live with Prof. Karen Nelson-Field: The Attention Economy

Tue, 27 Feb 2024 05:05:43 GMT

Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms.

Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.

The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad.

Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.

Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session.

All this and we talk about snakes

02:49 The Brown Snake Incident

05:54 The Birth of Amplified Intelligence

09:15 Challenging Facebook's Advertising Model

12:30 The Importance of Attention in Advertising

29:55 The Role of Creative in Advertising

35:28 The Problem with Cost Per Thousand (CPM)

39:18 Understanding the Impact of Digital Reach

40:38 Exploring the Ecosystem of Attention Space

43:15 The Power of Attention in TV Viewing

45:42 The Influence of Sponsorships in Program Advertising

46:38 The Role of Out of Home Advertising in Attention Economy

48:18 Dealing with Criticism in the Attention Economy

55:00 Audience Q&A

Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken Ireland

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep07: Drinks, Data & Decisions

Tue, 20 Feb 2024 05:04:21 GMT

Today’s guest is Mark Sandys, Chief Innovation Officer at Diageo. The conversation covers so many aspects of marketing that Mark has seen throughout his career. We talk about Mark's entry into Diageo as a graduate trainee in 1997 to his rise within the company to his current role. Mark shares his views on the importance of stepping out of your comfort zone and how that helped progress his career in a bit of a sliding doors moment. We talk about the evolution of his marketing philosophy and the insights gained from observing consumer behaviour across the globe. We discuss the direction of innovation in the drinks market, with a focus on trends such as non-alcoholic beverages, celeb endorsed brands (still working on Ryan Reynolds as a guest) and the expanding influence of tequila. Mark discusses Diageo's innovation strategy centred on long-term planning and creating new systems and platforms rather than just products. We conclude with some advice from Mark to young marketers about understanding the entire P&L to make marketing choices that drive profit.

01:18 Experiences and Insights from Working at Diageo

08:46 Career Transitions and International Experiences

14:59 Understanding and Adapting to Different Markets

21:29 The Importance of Continuous Learning and Adaptability

30:48 Guinness's Growth Post-Covid and getting a better Guinness at home

37:31 The Concept of Platforms, Not Products

49:32 The Role of Acquisition in Innovation Strategy

52:56 The Future of Spirits: Tequila and Whiskey

57:56 The Importance of Leading the Business

Thanks to today's show sponsor The Indie List https://indielist.ie/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep06: The Super Bowl 2024 Ads Special

Tue, 13 Feb 2024 21:33:35 GMT

Panel: Kerri Martin is CMO of Goosebumps Brand Advisors and previously held senior roles at Melt, BBDO, VW, BMW and Harley Davidson.

Dave Horton and Matthew Woodhams-Roberts, are ECDs and partners of Special Group US and the creative team behind this years Uber Eats Ad.

So here we go, a deep dive into the Super Bowl ads of 2024 with a panel of experts. Kerri Martin is CMO of Goosebumps Brand Advisors and previously has held senior roles at Melt, BBDO, VW, BMW and Harley Davidson. Dave Horton and Matt Woodhams-Roberts, are ECDs (and partners) of Special U.S. and have worked on Super Bowl Ads before, this year overseeing the creative for Uber Eats highly rated ad.

Our conversation kicks off with personal Super Bowl Sunday experiences and dives into dissections of various ads that caught the panel's attention. Ads discussed include the nostalgic Volkswagen commercial celebrating 75 years in America, the emotionally infused Google Pixel ad, Pringles and State Farm's celebrity-packed spots, to name a few. Additionally, we touch on emerging themes, such as the increasing use of celebrities to create an immediate connection with viewers and the importance of aligning with cultural sentiments. We particularly highlight the impact certain celebrities can have on an advertising campaign. The panel also reflects on apparent category gaps in this year's roster, notably the subdued presence of beer and American auto manufacturers. Tune in for an in-depth exploration of Super Bowl advertising - the hits and the misses, and the evolving dynamics of this high-stakes marketing platform.

And even though she couldn't make it as a guest, we do talk about Taylor Swift!

05:04 Discussing Favourite Super Bowl Ads

10:34 Impact of Celebrity Endorsements

20:27 Consistency and Creativity this year

26:15 The Importance of Music

28:06 The Role of Supporting Cast in Ads

29:34 The Importance of a Great Idea

31:56 The Making of the Uber Eats Ad

40:42 The Value of Super Bowl Ads

https://us.specialgroup.com/

https://indielist.ie/

https://www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep05 At The Pendulum Summit

Tue, 06 Feb 2024 05:37:55 GMT

Attending Pendulum Summit 2024 host Conor Byrne got to meet and speak to 6 of the amazing speakers. This episode is made up of 6 short interviews and is less about marketing and more about inspiring stories and from some truly incredible people. The Pendulum Summit, believes in the power of impactful moments that create lasting change. The summit creates a ripple effect that drives the change the world needs. These short stories will hopefully inspire you.

3:10 - Dr. Zoe Wimshurst, Sports Psychologist
13:26 - Niall Breslin, Singer, Author, Mental Health Advocate
20:45 - Dr. Brian Pennie, Author and Neuroscientist
27:43 - Astacianna Hatcher Conservation Ornithologist
35:10 - Charlie Engle Ultramarathon runner and author
45:42 - Dr. John Gray Author Men are from mars women are from venus

Thanks to the Pendulum Summit

Today's show is sponsored by The Indie List

Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com

Instagram www.instagram.com/thatswhaticallmarketing/

X twitter twitter.com/thats_marketing .

Youtube: www.youtube.com/@thatswhaticallmarketing

You can listen to all old episodes www.thatswhaticallmarketing.com

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep04 Frankly Speaking with Michael Corcoran

Tue, 30 Jan 2024 05:01:32 GMT

When Michael Corcoran, the former head of social at Ryanair, left his role in 2023 it sent shocks through marketing circles. Guillaume Huin, the head of social media at McDonald’s wrote: “You and your team have redefined the industry you were in and opened new horizons for every social team across the world". So what happened, well Michael asked That's What I Call Marketing to help launch his new agency, Frankly, by recording an episode in front of a live audience so he could share his story. Michael shares what went on and wrong in Ryanair, he shares his thoughts on effective social marketing strategies, the importance of thinking strategically, his approach to building and developing teams. He delves into his work at Ryanair, the lessons he learned, challenges faced, and how he harnessed social platforms to bring the airline's unique voice to the forefront. Not only does Michael share his experience and insights but also challenges the audience to think differently about their approach to social media marketing. This is a frank conversation with a person who does not shy away from saying what he really thinks.

01:16 Departure from Ryanair and the culture there

07:12 The Strategy Development Process at Ryanair

17:24 The Challenges of Implementing the Strategy

26:03 The process of Creating and Reusing Content

30:38 Leveraging Controversy for Brand Exposure

38:36 The Launch of a New Social Media Agency

46:12 Audience Q&A

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep03: Mastering Simplicity with Margaret Molloy

Tue, 23 Jan 2024 05:00:15 GMT

Just days before Margaret formally announced she was to leave her role as CMO at Siegel & Gale she joined That's What I Call Marketing live from New York and gave a Masterclass in Simplicity. Margaret been acclaimed as the unofficial ambassador of Ireland, been honored by many Irish organizations, including Douglas Hyde's Foundation, Irish Voice Women of Influence, and Top 100 Irish Americans in Business in the United States. When it comes to marketing she is equally honored, noted as a LinkedIn Top Voice in Marketing, The Drum B2B Marketer of the Year, is a Marketing Society fellow, has been published in Harvard Business Review, Fast Company, Forbes, and more. We chat through so much, Margarets Irish upbringing and her career journey, we talk about the importance of curiosity (she brings it up not me!), and continual learning. Margaret elaborates on the ethos of simplicity in branding, characterised by the intersection of clarity and surprise. We discuss the significance of brands delivering on their promises and the challenges of ensuring consistent, user-friendly experiences across multiple touchpoints. The conversation also dives into the evolving perceptions of Gen Z towards branding and social media, as well as the shifting roles and aspirations of marketing leaders. We also manage to get into Margarets passion for Irish fashion through here Wearing Irish initiative and indeed today she is wearing Irish from designer Helen McAlinden, we talk poetry, art and her advocacy for celebrating Irish creative talent on a global scale In this enlightening chat

04:37 Margaret's Early Interest in Ads and Marketing

20:13 The Importance of Simplicity in Branding

24:28 Challenges and Barriers to Achieving Simplicity

28:56 The Role of a Chief Marketing Officer

31:26 The Expansive View of Branding

37:56 The Impact of AI on Customer Experience

54:51 The Influence of Brands on Culture

56:36 Challenges for Marketing Leaders in 2024

Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com

Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep02 AI and Marketing with Maryrose Lyons

Tue, 16 Jan 2024 04:58:42 GMT

In this episode of 'That's What I Call Marketing', we have a deep dive into AI's impact on the marketing landscape with respected digital marketer and AI expert, Maryrose, who has over 20 years of experience in the industry. Maryrose shares her journey with digital marketing from its beginning stages, discusses the role and benefits of AI, addresses concerns around data security and diversity in AI tool development, and offers valuable advice on how marketers can embrace AI responsibly. She also discusses her AI Institute and the value it brings through practical and ethical AI training.

01:44 Adapting to the Evolution of Digital Landscape

06:16 Benefits of AI for Marketers

08:16 Getting Started with AI in Marketing

11:18 The Future of AI in Marketing

20:44 Ethics and Diversity in AI

26:45 The AI Institute and Training https://www.instituteofaistudies.com/

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Get in touch about sponsorship and partnerships.

Hosted on Acast. See acast.com/privacy for more information.

S3 Ep01 Proper Marketing with Dom Dwight

Tue, 09 Jan 2024 07:40:00 GMT

Season 3 kicks off with the fantastic Dom Dwight of Bettys & Taylors of Harrogate. You may know Bettys and Taylors for their brand Yorkshire Tea and during his 15-year career Dom Dwight has seen Yorkshire Tea reach the number one spot for market share. In 2022, the brand claimed a 33.7% share of market. The ‘Everything’s Done Proper’ platform has been a driving force in the brand’s success since 2017. The long-term campaign continues to resonate with audiences, thanks in part to its use of celebrities such as Sir Patrick Stewart and Sean Bean. Today we talk about Doms path into marketing, a great example of a non linear path, we chat about the building blocks to the campaign and like all things famous it didnt happen overnight but how certain things have accelerated, we talk about the importance of tying the work to commerciality, we talk effectiveness, creating a summer banger, the world of Taylors coffee and the new role Dom is taking on in the business.

03:34 Transition from Journalism to Copywriting & Exploring the World of Advertising

13:55 Developing Yorkshire Tea's Tone of Voice

27:14 The Importance of Enjoyable Advertising

32:05 The Commercial Impact of Creative Advertising

39:25 The Importance of Consistent Brand Messaging

40:07 The Challenges and Successes of Taylor's Coffee Advertising

53:33 Doms new role heading up Strategy, Innovation, and Diversification

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Get in touch about sponsorship and partnerships.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep38: 2023 A Year In Review

Tue, 19 Dec 2023 05:00:33 GMT

As we come to the end of the year, here comes the reflection episode. But this one is a bit different, as it is a coming together of some amazing marketing podcasters. So today the episode is with Elena Hengel from the Marketing Architects Podcast, Marc Binkley and Vasilis Douros of the Sleeping Barber Podcast. Reflecting on hundreds of hours of interviews and research we share

what we thought were some of the big themes in 2023
some of our favourite campaigns from the US, Canada and Europe (linked below)
we talk about being bearish or bullish on: MMM, B2B creativity, influencer marketing and so much more.
we compare and even rank our favourite marketing brainiacs for the past year!

Campaigns of the Year:

Elena’s:

Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3
Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/

Conor:

Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588

Vassilis:

WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =
Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-

Marc’s

Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza
Spotify Wrapped Campaign

This episode was sponsored by The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Get in touch about sponsorship and partnerships today.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep37: The Christmas Special

Tue, 12 Dec 2023 05:10:31 GMT

Christmas and marketing all wrapped up in one perfect episode. Emer McCarthy Senior Brand Manager at Diageo and Paul Mallon Head of Special Ops at Lucky Generals join host Conor Byrne to chat through the top Christmas ads of 2023, their all time favourites and their marketing highlights of 2023.

John Lewis, Amazon, Asda, Morrison's, Yorkshire tea, Bank of Ireland, Co-op, Rockshore, Marks and Spencers, Guinness, Dunne Stores, Charlie's Bar, Hermes, Lego, Waitrose, Tayto, Epic Museum, Irish Independent, Coca Cola and Aldi all get discussed!

02:12 Discussion on John Lewis Christmas Ad

06:47 Analysis of Amazon's Christmas Ad

11:31 Insights on Asda's Christmas Ad

19:57 Thoughts on Co-op's Christmas Ad

22:35 Review of Kevin the Carrot Ad

26:34 Reflections on JD Sports' Christmas Ad

28:32 The Story Behind Rockshore Ad

35:17 The Role of Music in Ads

38:54 Reflecting on Irish Christmas Ads

43:26 Reviewing the Year in Marketing and Looking Forward to 2024

This episode was recorded in TBWA Dublin by Oranges and Lemons production.

This episode was sponsored by The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Get in touch about sponsorship and partnerships.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep36: Building BBH with Creativity and Kindness

Tue, 05 Dec 2023 05:55:01 GMT

Karen Martin CEO of BBH London and Dublin joins to talk about how she is continuing to build the legacy at BBH through creativity and kindness.

Karen started her marketing career at McConnells in Dublin before heading off to Australia where she worked in renowned agencies BMF and HOST. Karen has been instrumental in steering BBH London to continue to produce groundbreaking work for a diverse range of clients. Karens s commitment to creative excellence and strategic insight has ensured that the agency not only delivers compelling and effective campaigns but also builds strong, enduring relationships. Karen is known for her commitment to diversity and inclusion within the industry. This is a wide ranging discussion that covers client-agency relationships, the importance of great work and effectiveness, curiosity, diversity in the industry, the culture at BBH and the plans for BBH Dublin. We also discuss our shared ambition to turn Ireland into THE creative hotspot by 2027 and making Rita Laugh.

00:00 Karen's Journey in the Advertising Industry

09:11 The Importance of Curiosity in the Advertising Industry

16:48 The Importance of Great Work and Effectiveness in Advertising

20:59 The Concept of 'Wall of Work' and its Impact

33:12 The Role of Culture and Kindness in the Workplace

41:57 The Importance of Diversity in the Advertising Industry

48:53 BBH Ireland and making Ireland a creative capital

This episode was sponsored by The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Get in touch about sponsorship and partnerships.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep35: Unmasking The Family Fallacy

Tue, 28 Nov 2023 05:51:12 GMT

Today’s episode features Laura Daley and Eimear Fitzmaurice from Folk Wunderman Thompson, a Dublin-based advertising agency. Laura and Eimear join to discuss a recently released report called "Family Fallacy". The report investigates the changing makeup and dynamics of modern families and how this impacts advertising and marketing practices. The report reveals an overrepresentation of 'traditional' family units in advertising, while discussions, data, and personal examples highlight the reality of diverse family structures in Ireland. Advertisers can tap into the largely overlooked 64% non-traditional families by creating engaging narratives that resonate with them. This important conversation casts light on the need to recalibrate brand storytelling and reflect societal changes within advertising spaces in order to unlock new growth opportunities for brands. This episode is in partnership with The Indie List www.indielist.ie

00:00 - 02:49 Discussing the Journey of the Report

02:49- 04:29 Unpacking the Impact of Stereotypes in Advertising

04:29 - 11:09 The Role of Clients in the Conversation

11:09 - 23:17 The Impact of Positive Portrayal in Advertising

23:17 The Commercial Impact of Positive Portrayal

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep34: The power of podcasts for brands

Tue, 21 Nov 2023 05:10:47 GMT

If you listened to radio anywhere in the UK or Ireland in the 90s you heard the dulcet tones of Dusty Rhodes, from Sunshine 101 to Atlantic 252 and onto Irish station 2FM Dusty paved the way and broke listenership records wherever he went. As someone who podcasts in the marketing space I often get asked whether brands should have their own branded podcast. Well like most things in marketing it depends. So to help navigate it all I asked Dusty, who has just finished an in-depth look at branded podcast award winners to talk us through some of his key findings and some of the things you need to consider if you are thinking of jumping in. We cover powerful storytelling, genuine value, consistency, time, engagement, authenticity and perseverance. Thanks to The Indie List for their support of the this episode. www.theindielist.ie

00:00 WWE and Dusty's Journey into Podcasting

04:33 The Power of Radio and Podcasting

06:42 Key Learnings from Working with Brands

08:25 Deep Dive into the Five Key Learnings

12:53 The Importance of Authenticity and Control in Podcasting

14:55 The Role of Podcasting in Marketing Strategy

25:22 The Challenges and Solutions in Podcast Promotion

27:41 The Logistics of Podcasting

You can find Dusty's award winners series here https://podcasts.apple.com/gb/podcast/award-winners-secrets-of-award-winning-brand-podcasts/id1708023416

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep33: Ferocious Fame with Nils Leonard

Tue, 14 Nov 2023 06:48:41 GMT

Nlis Leonard is co-founder of Uncommon Studios and while visiting Dublin he took time out to talk to That's What I Call Marketing, we met up at Windmill Lane, where the likes of The Rolling Stones, The Cranberries, U2, AC/DC and Van Morrison recorded. And what an apt location because this episode is Rock and Roll from start to finish, we talk about how Nils started, lamb and mint sandwiches, his time at Grey, curiosity, why it matters to matter and so much more. Check out this episode and hear about:

Nils Personal Background and Creative Influences
The Journey into Advertising
The Importance of Surrounding Yourself with Inspiring People
The Importance of Passion and Ambition
The Role of Creativity in Business
The Challenges and Rewards of Starting Uncommon Studios
The Importance of Diversity in the Creative Industry
The Impact of Uncommon Studios' Work
The Future of Uncommon Studios and Expansion into America
Creativity and Inspiration

Thanks to Core Creative for hosting us in Windmill Lane. To IAPI and the Marketing Society for bringing Nils to Dublin. This show is in partnership with The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep32: Brand Health For Everyone, with Connor Archbold

Tue, 07 Nov 2023 06:07:09 GMT

If you don't know how your brand is doing by measuring it you are working in the dark, only able to know how your marketing works through short term sales, and of course we all know that brand is a longer term investment. The problem has been that brand health tracking hasn't been available to all, it is expensive and hard to justify the investment. Well that is until Tracksuit the beautiful, always-on, and radically affordable brand tracking for modern consumer brands. Tracksuit has come in to the market to help scaling brand marketers have the right conversations with their c-suite on top of funnel metrics. Coming in and creating something that is affordable and more accessible they are disrupting the market for the better. Tracksuit is backed by the likes of James Hurman and Mark Ritson. This isn’t just an episode about brand tracking, it is about the difference it can make to a business. Today we talk about

how tracksuit came about,
the problem it is solving for
the difference it is making,
how Connor and Matt are growing their business,
how they are managing to maintain their culture
how they stay focussed on what really matters.
finally I invite Connor to consider my other podcast idea - keep listening for that

This episode is in partnership with The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep31: Who won the World Cup, with Daragh Persse

Thu, 02 Nov 2023 22:01:47 GMT

The world of sports sponsorship is fun and complex and often hard to cut through in. So fresh out of the Rugby World Cup I spoke to Sponsorship expert Daragh Persse about the Winners and not so winners (it'll make sense) of the Rugby World Cup. Daragh is founder of The Brand Fans an Independent Sponsorship Intelligence agency started 12 years ago. Daragh ran global sponsorships for Vodafone and helps lots of brands with their sponsorship decisions, so is well placed to help review the sponsorship of the world cup. Today we chat about:

Understanding the Role of Sponsorship in Marketing
Analysis of Sponsorship Impact of Societe Generale, Land Rover, Emirates, Asahi, Capgemini and MasterCard
Discussion on Irish Rugby Team Sponsors
And some insights and thoughts for you as you think about your sponsorship

A great episode with someone who knows a tonne about this space, who is commericaly astute, understands lots about marketing and is sound! Thanks to the Indie List for sponsoring this show www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep30: Making the most of your media

Mon, 30 Oct 2023 06:01:43 GMT

Today I am joined by Tom Ollerton founder of Automated Creative who use AI driven creative and social insight to optimise ad performance and tell brands why their ads work. Tom joins today to talk about the new whitepaper he has out, called "Compounding Creative: an urgent Q4 wake up call" that has been developed in partnership with the World Federation of Advertisers that shows how Q4 digital campaigns are leaving significant media value on the table and provides some actions you can take today. Today's episode is in partnership with The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep29: The Culture of Marketing, with Aamir Allibhoy

Tue, 24 Oct 2023 05:21:07 GMT

To mark our 50th episode we travel to Saudi Arabia to meet Aamir Allibhoy who is CMO of Tim Hortons Middle East. Aamir spent over 20 years agency side with BBDO working with global clients helping them establish their brands in the region before moving client side to help establish and grow the brilliant Canadian brand Tim Hortons across the middle east. This is a fascinating discussion as we delve into how global brands approached new market entry and how that had to change, how things have changed in the region, the positive impact that is having on the marketing industry, we talk about the importance of understanding local culture, the role of strategic planning, the move to client side, the role of a marketer in product and innovation and owning the customer insights. Don’t forget to subscribe to That’s What I Call Marketing wherever you are listening and if we can help you with your growth through marketing visit www.thatswhaticallmarketing.com and see how we can help. This episode is brought to you in partnership with The Indie List www.theindielist.ie

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep28: The Business of B2B Brand with Rachel Fairley

Tue, 17 Oct 2023 05:32:00 GMT

Rachel Fairley an international marketing leader and brand strategist who specialises in revitalising brands to drive growth. Whether consulting with Siemens, EY and KLM, or working in-house at the likes of Sage, Oracle or currently HPE Rachel has delivered countless strategies over a 25 year marketing career. In 2021 was recognised as one of the top 100 global B2B marketing leaders in technology. This episode is a deep dive into the world of brand in a B2B world.

We discuss what that actually means,
The role of data in brand repositioning,
Walking the halls,
C-Suite buy in,
Recognising the conditions for success,
The customer, the experience they have,
no one gives a damn about your brand,
And I try convince Rachel to write a book.
Oh and we don't talk about advertising once
If you love brand but think it is a dirty word and not for the B2B world….you need to listen to this episode.

Thanks to The Indie List for their support of this show visit www.indielist.ie to find the marketing expert you need.

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep27: Remaining Relevant with Richard Carr, Accenture Song

Tue, 10 Oct 2023 04:08:10 GMT

Richard Carr heads up Accenture Song in Ireland and we met in their offices in Smithfield Dublin to talk about the things Richard is seeing in his new role. We touch a bit on the offering of Accenture Song, but move quickly into the challenges and opportunities for companies today. We discuss

Why most CEOs think their business will not exist in 10 years
The startling pace of technology
Helping clients remain relevant
The power of the CTO and CMO working together
Bringing the right people together to solve problems
The world of work now
Bringing more diversity of perspective and thinking
Being ambitious - as an industry and nation

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep26: LIVE @HubSpot House with Paul Dervan of Miro

Thu, 05 Oct 2023 04:26:03 GMT

This is a LIVE episode recorded at HubSpot House, Dublin. Paul Dervan joined this live show to reflect on his tenure as CMO of the National Lottery in Ireland and talk about his plans for his new role at Miro. If you don't know Paul, he is Ireland's top marketer, officially being awarded Marketer of the Year in 2022. It would be fair to say that this was a long held view of Paul before this accolade. Paul has built a remarkable career leading brands at O2, Telefonica, Full Tilt, Indeed before becoming CMO of the National Lottery. Paul is also author of the brutally honest best selling book Run With Foxes, Making Better Marketing Decisions. This episode covers so much from the opportunities and challenges Paul faced when he joined the lottery, his views on team, culture and getting to great work. Thanks to HubSpot for StartUps for supporting this live show.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep25: LIVE @HubSpot House with Caroline Donnellan of Sky Ireland

Tue, 03 Oct 2023 04:04:47 GMT

This is a LIVE episode recorded at HubSpot House in Dublin. This episode is with Caroline Donnellan, Director of Brand and Marketing of Sky Ireland. Caroline has led the team at Sky to become Marketing team of the year, has spearheaded the award winning sponsorship of the National Football Team at the World Cup in 2023 and along the way changed how Sky is marketed in Ireland. Caroline shares wonderful insights into how she approached building a team that is so successful and has fun. A wonderful episode with one of Ireland's top marketers. Thanks to HubSpot for StartUps for hosting

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep24: There Is Nature & Everything Else Is Designed

Tue, 26 Sep 2023 04:16:34 GMT

Design is everywhere, but we interact with it so seamlessly we forget. Image Now was founded 30 years ago and Dave Torpey and Darrell Kavanagh have spent that time designing for some of the biggest companies in the world Riverdance, U2's Popmart, AIB, MTV Networks Europe, Virgin Music UK and many more. Today we discuss the world of design and how companies interact with it. Dave and Darrell share some stories from their 30 years in design, some lessons they have learnt and importantly share views on where companies get it wrong and where marketers get it wrong. They pull no punches in this episode

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 23: What is a Fractional CMO?

Thu, 14 Sep 2023 04:15:02 GMT

Brooke Janousek has been working as a Fractional CMO for almost two years so who better to tell us what a fractional CMO actually is, what it does, when you should use on, how you manage the relationship, benefits and risks. This isn't an episode just for marketers, but business leaders who are interested in understanding more on this topic.

Hosted on Acast. See acast.com/privacy for more information.

S2 Ep 22; The Distinctiveness Episode

Tue, 05 Sep 2023 14:45:55 GMT

In defence of distinctiveness

Cathal Gillen is co-founder of Distinctive Brand Asset Research & Tracking agency Distinctive BAT. Cathal has a background agency and client side and has held marketing effectiveness roles in the likes of William Grant & Sons. Cathal set up the agency in 2021 and works with clients like betfair, linkedin, lipton and kerrygold.

This episode is all about distinctiveness,
What we mean when we say distinctive assets
The value of distinctive assets
How to measure that value
Why you need to care about it
Why a brand director needs to leave a legacy of distinctiveness
Where to start with it all
Where differentiation fits into the whole picture

Enjoy this episode with Cathal Gillen,

To contact That’s What I Call Marketing

Email thatswhaticallmarketing@gmail.com
Instagram www.instagram.com/thatswhaticallmarketing/
X twitter twitter.com/thats_marketing .
Youtube: www.youtube.com/@thatswhaticallmarketing
You can listen to all old episodes www.thatswhaticallmarketing.com/listen

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 21: Dr. Emmanuel Probst, The Art and Science of Brand Transformation

Thu, 24 Aug 2023 04:41:45 GMT

This episode is with Dr. Emmanuel Probst Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles where he teaches consumer market research.

Emmanuel writes about consumer psychology for numerous publications like the WSJ and USA today, he is best selling author of the book brand hacks. And he is out with a new book called “Assemblage the art and science of brand transformation”

In this episode we discuss

the commercial role that marketers play in this world.
The dynamic nature of brands,
how and what brands can and cannot control
the power of brand equity.
How and if small is the new big (and what that actually really means)
The role of DTC
Consumption, and how we marry responsibility with profit.

To contact Emmanuel or buy his book go to https://www.emmanuelprobst.com/

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 20: Leigh Barnes, How Brand is Performing

Tue, 15 Aug 2023 05:00:36 GMT

Leigh Barnes is Chief Customer Officer at Intrepid Travel and joins to discuss how he turned his back (sort of) on decades of performance marketing, went big on brand and how it is working! Leigh joined while he was working in Canada to talk more about what has changed for him and what that means for marketing at intrepid travel. If you don’t know Intrepid they are a B Corp travel company with ambitions to be a $1 billion business by 2025. So we talk about his experience at Intrepid for the last 14 years, how he was a believer in performance marketing as THE driver of the business but how he saw all metrics fall off a cliff during covid and how that brought him to think there must be a different way, how reading and research changed his perspective and how he navigated that change in the business with major support from his friends in finance and the role of purpose.

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep.19: The Marketing Academy with Sherilyn Shackell

Thu, 03 Aug 2023 04:01:05 GMT

Sherilyn Shackell Founder & CEO of The Marketing Academy. The Marketing Academy is an international not for profit organisation dedicated to inspiring and developing talented stars in the Marketing, Media & Communication industries to become the leaders and influencers of tomorrow. When CMOs are left out of the boardroom, their insights — and the business risks and opportunities that their expertise might identify are lost, Sherilyn is on a mission to change all the stats, as she believes these leaders have unique power to shape our collective opinions as a society.

In this episode we discuss

What The Marketing Academy is all about
How The Marketing Academy is going to reshape the boards of tomorrow.
The different programmes it offers to marketers
The impact that it is having on the sector across the markets it operates in as well as the future plans for growth.
What you can do today to think about the path that you are on,
Positive intent,
Our responsibility for our reactions
The energy we expend and share.

Sherilyn had a near death experience that shaped her now world view, but it is her desire that no one has to go through that. So no matter what stage you are at in your marketing career, give yourself some time today to listen to some amazing life advice. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 18: Tooheys, a new lease of life with Chris Allan.

Tue, 25 Jul 2023 06:30:59 GMT

Chris Allan is Head Marketing Core Beer at Lion in Australia and part of his role is owning the Tooheys Brand. I recently saw that this classic Australian beer had gone through a design and creative re-fresh and I was fascinated to try and find out more. If you don’t know Tooheys, it is a legendary Aussie beer, it has been around for 150 years and just sits in culture, when you order a beer you just order a New. So I was fascinated to hear about this re-fresh from Chris. In this episode we discuss:

what was the business need that drove the decision,
what was the process like,
how did he manage - partners, trade, agencies
the decisions he had to make along the way
knowing his distinctive assets and protecting them
how did they get to the advertising….which actually takes them back to some classic 1980s work
what were the risks of all of that.
the fear of owning such a legendary brand and protecting it.

This is such a wonderful story.

Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep. 17: Modern Marketing Dilemmas with Mary Kyriakidi

Thu, 13 Jul 2023 05:30:14 GMT

Modern Marketing Dilemmas with Mary Kyriakidi Global Thought Leader, Insights by Kantar.

Mary and the team at Kantar recently released Modern Marketing Dilemmas which is an evidence-based guide to help marketers protect their margins. There are seven chapters in the publication filled with actionable tips to help you strengthen your brand’s intangible perceptions in the mind of consumers – what ultimately gets your brand chosen and brings tangible value to shareholders. What is great about this publication is it looks to embrace opposing perspectives. The conversation today digs into two big themes of the report that come through in each of the seven chapters - things that marketers really care about right now - Pricing and Budget pressure. In the discussion with Mary we talk about

how having a strong branch can create a tolerance for higher pricing,
framing a brand in a meaningful way so it can shield price premiums,
difference and distinctiveness,
the important link between pricing and profitability,
the influence exerted on future buyers during the equity phase
and the meaningful different framework.

Lots of amazing content and if you want to find the full report go here https://www.kantar.com/campaigns/modern-marketing-dilemmas

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep. 16: 10 Years on: Peter Field & The Long and Short Of It.

Tue, 04 Jul 2023 06:01:15 GMT

Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk about

what led to the writing of the book,
the context of when it was written,
some misconceptions and frustrations
some things that are holding firm 10 years on.

This is a wonderful episode with someone who has truly re-shaped marketing for the better.

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 15: Live at the European Sponsorship Association

Sun, 25 Jun 2023 18:38:37 GMT

This episode was recorded live at the European Sponsorship Association event. Speaking to Aidan McLaughlin Director of ESG Brand at Indeed. This conversation covers how Indeed approaches sponsorships covering:

Rising Voices
Team Ireland Olympics
Eintracht Frankfurt

Hosted on Acast. See acast.com/privacy for more information.

S2. E.14: "I absolutely love what I do" with Rita Kirwan, Marketing Director Aldi

Tue, 20 Jun 2023 03:43:48 GMT

Rita Kirwan is Marketing Director at Aldi, and let’s face it a bit of Irish Marketing Royalty. The title of this episode says it all, Rita just loves what she does and she is exceptional at it. Rita has worked at Pernod Ricard, Largo Foods (home to the brilliant Tayto), O2 Telefonica and now at Aldi. With such diverse experience Rita has a truly unique perspective on marketing,

Today we talk about

Big budgets and small budgets,
Growing unknown brands in the US,
The pressure cooker that is retail marketing,
Managing through acquisitions and mergers
Figuring it out, when you don’t know the answer,
Asking questions,
Taking risks and big bets,
Turning a crisp character into a national icon,
Having skin in the game,
Backing yourself,
Sweating all your assets - but bringing them together,
Customers, customers, customers,
The qualities of a leader.

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep. 13: Sustainability Marketing with Maddy Cooper

Thu, 08 Jun 2023 02:07:28 GMT

Maddy Cooper is Founder and CEO of Sustainability Marketing agency Flourish. With over 20 years of agency experience Maddy has designed sustainability marketing transformation programmes for clients including Nike, Allianz, and Barilla. She has completed the Cambridge University Towards Net Zero Course and is an Assessor for the Cambridge University Sustainable Marketing, Media and Creative course. So when I needed to find out more about this topic there was only one place to go. This episode covers:

*Sustainability marketing, what it actually means,

*The commercial benefits of sustainable businesses

*The challenges organisations face when trying to think about sustainability marketing,

*Why not communicating it properly - greenhushing - is dangerous

*How should CMOs and marketers react to the topic of sustainability

*How do you become a Sustainable Marketer

Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on Instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep. 12: Delusions of Brandeur with Dr Draper

Mon, 29 May 2023 03:00:48 GMT

Dr Draper - author, Associate Creative Director and Head of Copy Ryan Wallman is todays guest. Ryan works at Wellmark, a Melbourne-based creative agency that specialises in healthcare; everything from pharmaceutical marketing through to consumer health campaigns. Ryan has written for numerous industry publications, including Marketing Week, and is a contributor of the bestselling marketing book Eat Your Greens. In 2019 Ryan released Delusions of Brandeur; a pretty funny, sometimes close to the bone satirical view of adland, but based in some deep knowledge, so he gets away with it!

Dave Trott said he loves the book and Rory Sutherland said Not only is this a marvellous book - but no one but Dr. Wallman could have written it. Today we talk about

*Healthcare marketing,

*Commercial purpose being ok,

*Making better decisions,

*The need to get a grounding in marketing,

*Show clients the work - they like to see it

*Avoiding the temptation to do something new fast.

*And how you can’t start a sentence with And - oh but you can

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep11: Jon Lombardo talks B2B Marketing and building it over time

Thu, 18 May 2023 03:10:50 GMT

Jon Lombardo, Global Head of Research at the LinkedIn B2B institute is today's guest. In his role Jon researches how brand marketing contributes to cash flows and brings an “outside-in” approach to marketing, looking to apply mental models from other disciplines to marketing.Today we chat about Jons path to LinkedIn and some important topics for all marketers to think about

*Some important rules of marketing

*Brands are built over time, build your case over time

* The importance of reach

*How smaller B2B brands can apply the theory

*People dont buy from clowns, except they do

*The importance of understanding marketing history

*The missing dimension of time

*Are we in an echochamber of agreement

Hosted on Acast. See acast.com/privacy for more information.

S.2. Ep.10: The Power of storytelling and Intuition with Carmen Bryant, VP Marketing at WizeHire

Mon, 08 May 2023 03:01:44 GMT

Speaking to me from Brooklyn in New York I am joined by VP of marketing at WizeHire Carmen Bryant. Carmen is an international speaker and strategic business leader with more than 20 years of marketing, research, and thought leadership experience. Her unique expertise helps her translate insights and cultural shifts into compelling stories that motivate action. This episode covers:

*The power of customer insights

*Understanding that there is difference between a job being done and a job being done well.

*The importance of outsourcing for fresh perspective

*How being prepared is so key when you are a communicator

*The Crown Act which aims to provide protection against discrimination based on race-based hairstyles

Hosted on Acast. See acast.com/privacy for more information.

S.2. Ep.9: Creatively Creating Future Demand with James Hurman

Thu, 27 Apr 2023 03:36:17 GMT

James Hurman is author of the Case for Creativity, the Creative Effectiveness Code and Future Demand. James is an award-winning planning director, 2013 named the world’s #1 strategic planner. In 2014 James founded Previously Unavailable where he uses insightful strategic thinking to create products and brands that become sustainably successful. In this episode James talks about the importance of asking really interesting questions, digging into insights to create new brands and products, understanding and sensing timing as it relates to cultural moments, grappling with AI tools, making the Case for Creativity and why award winning work actually matters and the importance for start ups, VCs and boards to think about brand building to create Future Demand and so much more. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S.2 Ep.8: Influencer Marketing with Vanessa Sawyerr

Tue, 18 Apr 2023 03:50:46 GMT

The Influencer Marketing Industry is set to grow to approximately $21.1 Billion in 2023 yet it remains a complex area with many marketing leaders trying to figure out where it sits and how to measure it properly. Vanessa Sawyer founder of the agency Get Stuff Done is todays guest, Vanessas’s agency is set up to amplify multicultural voices through influencer marketing and beyond. Vanessa has appeared on BBC News and Channel 5, a judge for the annual Blogosphere Awards, and she is a regular speaker on all things influencer business. This episode covers the role creators play in the lives of those that follow them, what brands make sense for creators to work with and how chasing the money just doesn’t really work. Vanessa has some wonderful advice for creators who are starting out and we get into some real life examples of work her clients like Lavena Back, Flavia Benko and Ashleigh Louise are doing. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep 7: Andy Nairn "The art and science of luck"

Tue, 28 Mar 2023 03:13:17 GMT

Andy Nairn is one of the world's most respected and awarded brand strategists and one of the founders of Lucky Generals, one of the most highly regarded creative agencies. In 2021, Campaign named Andy the top brand strategist in the UK, for the 3rd time in a row and he has won 24 IPA Effectiveness Awards. Andy is also author of the best selling book Go Luck Yourself. Andy discusses working on campaigns including Hovis's 'Go On Lad', Paddy Power's homophobia-fighting Rainbow Laces and sipping Yorkshire Tea with Sean Bean. In this episode, you will also hear Andy talk about his passion for extreme simplicity, the concept of commercial creativity, how smaller budgets can force you to be more creative and how he practices being lucky every day. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on www.thatswhaticallmarketing.com, twitter @thats_marketing insta @thatswhaticallmarketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep.6: Debbie Millman "Why Design Matters"

Mon, 13 Mar 2023 04:10:57 GMT

Debbie Millman, host of the hugely successful podcast Design Matters, joins Conor in this episode. Debbie discusses her not-so-straightforward path to becoming one of the most talented and well-regarded designers, as well as her passion for using branding not always to make money, but to create positive change in the world. She talks about why people shouldn't be afraid to be creative, yearning to be better and her seventh book, Why Design Matters: Conversations With The World's Most Creative People. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep5: Colin Lewis "Powering Through Your Marketing Career"

Mon, 27 Feb 2023 06:12:52 GMT

With Colin Lewis, Marketing Week Columnist, speaker and consultant with over 25 years hands-on international experience in the UK, Australia, New Zealand, Hong Kong, China, Indonesia, New Zealand, Egypt and Japan.Colin has worked with blue-chip and NASDAQ listed travel, tech, sports and telco brands globally including UK Superbrands 118118, Thomas Cook, airlines such as bmi-British Midland, Stobart Air and CityJet. He has also worked for VC funded eCommerce startups and NASDAQ quoted tech brands. This episode delves into how to navigate your marketing career, something that is on everyones mind maybe now more so than ever, Colin talks about how marketers need to think about their unique ability and think about the things, which at their very core they are naturally good at and how to discover them and lean into them more. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing or visit www.thatswhaticallmarketing.com

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep4: Superbowl 2023 - the ads episode

Wed, 15 Feb 2023 10:58:26 GMT

The multi-million dollar, star-spangled Superbowl ads are the focus of this special podcast episode. Conor discusses this year's heavy-hitters with people who watched the SuperBowl live in America, with their families and friends. In this episode, you will hear from

Jessica Roubadeaux, Chief Strategy Officer for Lucky Generals
Cliff Skeete Global ECD for Vistaprint and
Russell Lambrecht is Global ECD for Indeed.

These amazing advertising minds took time out to share their perspective on the ads we saw during Superbowl, their views live on the day as well as their reflections spending time taking them in. And yes this is an audience of ad experts and they fully admit they consume the ads differently to how others may, but thats is what makes this such a wonderful episode.

Hosted on Acast. See acast.com/privacy for more information.

S2, Ep3: Jenni Romaniuk On Her New Book, Better Brand Health

Tue, 07 Feb 2023 04:21:39 GMT

Prof. Jenni Romaniuk gave us her first interview discussing her new book Better Brand Health. Jenni Romaniuk is Research Professor and Associate Director of the Ehrenberg-Bass Institute, at the University of South Australia and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni's research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Today we cover some of the key concepts in Jennis first two books and dig into her new book Better Brand Health, understanding how it came about (its been a long time in the making) and what some of the key themes in it - its all about making sure we measure the right things in the right way. If you want to know about Better Brand Health this is the episode for you. You can order Jennis new book at www.jenniromaniuk.com.

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep2: Judy Nam "Marketing For And To Small Businesses"

Tue, 24 Jan 2023 04:15:00 GMT

With Judy Nam, Vice President of Small Business Marketing at Indeed, Judy shares why she is so passionate about helping small businesses to be successful and provides great insights for small businesses who are navigating how to apply marketing concepts to their business, often the advice they hear is hard to apply, Judy breaks it down so it is truly applicable to small business owners. Judy talks about how she manages and builds out teams and Judy provides great advice on how to move things forward when complexity arises. She also explains why she thinks marketers are going to be fundamental to growth during more challenging economic times. If you want to get in touch, email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S2. Ep1: Thomas Barta "The 12 Powers of a Marketing Leader"

Tue, 10 Jan 2023 04:01:11 GMT

With Thomas Barta. The new year is always a time when we think about our careers, goals, development plans. So what better time to have author of the #1 leadership book for marketers: The 12 Powers of a Marketing Leader Thomas Barta join me. For his book Thomas carried out the world’s largest study - involving over 68,000 assessments – on what makes for a successful change leader. Before writing his book Thomas had a marketing leadership role at Kimberly-Clark (Kleenex) before becoming a partner of McKinsey. As a dean of the firm’s highest-rated internal program, Thomas trained over a thousand McKinsey leaders on driving change without authority. Thomas has given hundreds of change keynotes and masterclasses for companies, associations, and universities--including Adobe, Cisco, Google, IBM, SAP, and Advertising Week and is the leadership dean of the Marketing Academy CMO Fellowship and a Honorary Fellow of The Marketing Society. Today we chat about Thomas’s path into marketing, how being good at marketing is only part of the job we have as marketers, what are the tools we need to manage in this world and to be effective, how to get ideas through an organisation and the importance of operating in the value creation zone.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep 21: End of Year Marketing Panel

Tue, 13 Dec 2022 04:34:56 GMT

Cliona Hayes (Indeed, Brand Director), Trish Butler (Compliance and Risk CMO), Kevin Kent (Laya Healthcare, Head of Marketing) and Daragh Byrne (SoftCo, CMO) join Conor Byrne for an end of year marketing panel. The panel talk about their favourite festive ads past and present, some of their favourite campaigns of 2022, things that they think marketers need to be thinking about in 2023. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep20: Jan Gooding "In The Wrong Dream - Part Two: The Client Years"

Tue, 29 Nov 2022 04:16:38 GMT

With Jan Gooding, one of the UK’s best-known brand marketers who in 2019 was recognised at The Drum Marketing Awards’ with a lifetime achievement honour. Jan's career has spanned agency side and client side where she worked with BT, British Gas and Aviva. This is Part Two of an unexpected two part recording and in this episide we explore Jans client side experience, how BT was a pretty terrible experience but a place Jan learnt how to get things done, how to navigate complexity and influence people, how to think about building a global marketing function , some of the audacious things she did to replace a 300 year old brand in the mind of consumers and then how Jan changed parental leave at Aviva and the importance of turning up as your true authentic self at work and some really terrible advice Jan got - so I hope you enjoy this part two with Jan Gooding If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep19: Jan Gooding "In The Wrong Dream - Part One: The Agency Years"

Tue, 22 Nov 2022 04:14:53 GMT

With Jan Gooding, one of the UK’s best-known brand marketers who in 2019 was recognised at The Drum Marketing Awards’ with a lifetime achievement honour. Jan's career has spanned agency side and client side where she worked with BT, British Gas and Aviva. This is Part One of an unexpected two part recording and in this episide we go deep on the agency world, the challenges facing agencies now, how we could and should be thinking about the agency billing model and without discounting some of the good things the pandemic accelerated we discuss the importance of us getting back out into the world and the need for observing and interactions to take place. So I hope you enjoy Part One of this episode with the brilliant Jan Gooding. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep18: Meldrum Duncan "Curiosity Probably Won't Kill The Cat, Or The Cat-food Brand We Made Up"

Tue, 08 Nov 2022 04:06:20 GMT

With Meldrum Duncan, Founder of Curious Industry. The alternate title to this episode is "How do you connect what you do with what consumers want". Isn't that something we as marketers all grapple with, whether we are scaling up or dealing with declines, understanding our consumers, really understanding them by getting to an insight is a key factor to brand growth. Before founding Curious Industry Meldrum was part of What If Innovation, so his credentials in this area are second to none and he has worked with brands big and small to get to insights that drive growth for your brand. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep17: Anthony Fletcher "From Graze to Glaze"

Tue, 25 Oct 2022 03:01:06 GMT

With Anthony Fletcher former CEO of Graze and Founder of Urban Legends Doughnuts. Anthony got started in marketing by knocking on the door of Innocent Smoothies and then knocked on the door of Graze where he started out leading marketing before leading the company as CEO. In June 2020 Anthony moved on from Graze and reappeared 6 months later with a new venture Believe in Science and the doughnut brand Urban Legends. Anthony shrares his views and learnings about marketing from the perspective of a CMO and CEO. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep16: Loretta Dignam "Marketing & Menopause"

Tue, 11 Oct 2022 11:12:19 GMT

With Loretta Dignam, Founder of the Menopause Hub. Loretta has a marketing career that you can only marvel at working with Mars, Diageo, Kerry Foods and Jacobs Fruitfield (Valeo Foods). She launched categories, like premium Sheba catfood and Dolmios pasta sauces and then went on to shut off brands that weren't perforning to focus on building the ones that were in her time at Diageo before rejuvenating some of the countries best loved biscuits (cookies). Loretta set up the Menopause Hub to break the stigma attached to menopause and help organisations think about creating menopause friendly workplaces. Today's episode is brought to you in partnership with Marketing Magazine. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep 15: Tara O'Sullivan "B2B - Lessons In Marketing To People"

Tue, 27 Sep 2022 03:08:57 GMT

With Tara O'Sullivan, VP of Marketing at Omnipresent. This Week, Conor is joined by Tara O'Sullivan, VP of Marketing at Omnipresent. Tara has over 25 years of extensive experience in B2B Technology & Marketing. In this episode, Tara discusses how marketing can be as effective for B2B companies as for consumer, because at the end of the day, the purpose of both consumer and business marketing is to create an environment where a sale can occur. Tara believes B2B its understanding people's pain within a business and being more than just a provider of a solution, but also a partner. Tara is incredibly honest and doesn't hold back. You will hopefully learn a lot from this episode and get ready to laugh too.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep14: Jonnie Cahill "There Was No Masterplan"

Tue, 13 Sep 2022 03:22:49 GMT

With Jonnie Cahill, CMO Heineken USA. This week, Conor is back with a new episode and welcomes his first ever live guest for TWICM! Jonnie Cahill became the chief marketing officer of Heineken USA in 2018. Before that, Jonnie spent four years working for the brand in Moscow, before moving to Amsterdam to lead global marketing of Heineken’s low and no alcohol products. He's also held a series of senior marketing roles at Telefonica where he was CMO of the O2 Brand in Ireland and also spent time at Diageo both in his home country of Ireland and in Global roles. He is responsible for the Dos Equis beer brand, famous for its peerless, “Most Interesting Man in the World” campaigns. “It was like being handed the White Album and being asked to write another one,” he says. Although Jonnie admits there was no masterplan, his marketing nous is undeniable.

The entire collection of the Dos Equis "The Most Interesting Man In the World" ads;

https://www.youtube.com/watch?v=U18VkI0uDxE

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep 13: Lessons In Leadership

Tue, 06 Sep 2022 03:07:07 GMT

In this shorter episode host Conor Byrne revisits some of the lessons in leadership he has heard from global marketing leaders, from lessons you learn early as a leader to mistakes CMOs can make when they get to that top spot.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep12: That Didn't Go Quite To Plan

Tue, 30 Aug 2022 03:02:10 GMT

In this shorter episode host Conor Byrne revisits some of the brilliant stories from global marketing leaders of when things didn't quite go to plan, including Diarmuid McSweeney, Co Founder and CMO of Gym Plus Coffee, Jon Goldstone of the brandgym, Paul Dervan of the National Lottery, Emer McCarthy, Head of Brand with Wayfler, and Paul D’Arcy CMO of Miro. Hearing the mistakes of these marketing greats is definitely reassuring for us all.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep11: How It Was Made

Tue, 23 Aug 2022 04:00:31 GMT

In this shorter episode we revisit some of the stories from the first ten shows. Today we go behind the scenes and hear the stories of how some world famous ads came to be, from Guiness Dancing Man and Quarrell to Paddy Powers Rhodri Giggs ad and the amazing Hovis Go On Lad. You will hear from

* Marketing legend and author Paul Feldwick talk about the Rowan Atkinson Barclaycard ad "Rug" https://www.youtube.com/watch?v=g-oCckHaGdM

* Former Paddy Power Head of Brand Emer McCarthy talks about Rhodri Giggs loyalty https://www.youtube.com/watch?v=cBlkxsbtlgw and also Jose Mourinho Jackpots https://www.youtube.com/watch?v=TerX8S-NHFk

* Jon Goldstone, Managing Partner of the BrandGym gives the lowdown on the briliiant Hovis Go On Lad https://www.youtube.com/watch?v=s_suyZb5mDk

* Kay McCarthy of MCCP shares something surprising about Guinness Dancing Man https://www.youtube.com/watch?v=5Om15TM7t9g

* Damian Devaney of TBVGlobal chats about working with Michael Fassbender in Guinness Quarrel and what they got up to on set https://www.youtube.com/watch?v=mSh1NNp0q5Q

* Doug Cameron, founding partner of DCX shares how the remarkable Payless Shoes - Payless Experiment "Palessi" campaign was born https://www.youtube.com/watch?v=-2gaNq-rOkI

* Paul Dervan CMO with the National Lottery talks about one of his favourite campaigns "O2 Play Them Next" https://www.youtube.com/watch?v=wl1vwr6L1R4

Hosted on Acast. See acast.com/privacy for more information.

S1: Ep10: Richard Petrich "Its Web3, But Not As We Know It"

Tue, 09 Aug 2022 03:20:59 GMT

This week, you can hear host Conor Byrne learn live as he delves into the world of Web3 and more with Richard Petrich founder of the agency 'The Value of We'. For Richard, everything is built around the future of technology; currently focusing on AR, VR, Web3, the Metaverse etc. His niche is being the middle layer as the bridge marrying the tech compliments with the right brand.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep9: Damian Devaney "Transformers, Marketers In Disguise"

Tue, 26 Jul 2022 12:43:57 GMT

This week, Conor is joined by Damian Devaney to talk about finding the right people and creating the right environments with the collective skills to succeed and how this can lead to marketing being a transformative function for a business. Damian is Regional President with TBVGlobal and Founder of DSquared. Damien has previously worked with multiple global brands including Bailey's, Guinness, Coca Cola, O2 and Smurfit Kappa.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep8: Diarmuid McSweeney "How This Brand Grows"

Tue, 12 Jul 2022 04:42:33 GMT

In this week’s episode, Conor Byrne is joined by Diarmuid McSweeney, Co-Founder and CMO at Gym+Coffee. Created in 2017, the brand has achieved incredible success but it wasn't always easy. Diarmuid shares the early chapters of Gym+Coffee and what it took to make the brand Ireland's largest, fastest-growing and most recognisable active + athleisurewear brand today.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep7: Paul Feldwick "How To Play The Fame Game And Win"

Tue, 28 Jun 2022 05:00:02 GMT

Conor is joined by Paul Feldwick, author of two books, The Anatomy of Humbug and Why Does the Peddler Sing? He is a leading strategy thinker and formerly head of account planning at legendary advertising agency, BMP. In this episode, Paul delves into his distinguished career in advertising, working on some of Britain’s most famous advertising campaigns including Rowan Atkinson for Barclaycard and the Sugar Puffs Honey Monster, and his firm belief that entertainment is the key to creating distinctive ads that stand out from your competitors.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep6: Emer McCarthy "It’s Not Luck, It’s Insights"

Tue, 07 Jun 2022 05:00:20 GMT

Never one to shy away from controversy, Paddy Power over the years has delivered some of the most memorable PR stunts and ad campaigns in the business. This week, Conor is joined by Emer McCarthy, Head of Brand at Paddy Power. Emer delves into the key processes behind brand building and the importance of investing in relationships with her agencies, and shares some great personal anecdotes along the way too.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep5: Doug Cameron "Bagpiper to David Ogilvy-inspired Advertiser"

Tue, 24 May 2022 05:00:24 GMT

In this week’s episode, Conor Byrne chats to Doug Cameron, Founder and CEO of DCX. Doug, from his home in Brooklyn New York, reveals how he met advertising tycoon, David Ogilvy, and how you can begin to consider a cultural strategy, by cultivating a more genuine relationship with not only the people who need your product/service, but potential employees and collaborators too.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep4: Paul D'Arcy "Building an Army of Experts for your Brand"

Tue, 10 May 2022 05:00:42 GMT

This week, Conor chats with Paul D’Arcy, CMO of Miro and named one of the top 100 most innovative CMO’s in the world. Paul has worked for highly impressive brands such as Apple and Indeed. He shares his journey to becoming CMO, his invaluable insight around building key marketing teams, and most importantly, how your brand can gain attention in our cluttered consumer market.

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep3: Kay McCarthy "How Brands Remain Relevant"

Tue, 26 Apr 2022 05:00:07 GMT

In this week’s episode, Conor Byrne is joined by Kay McCarthy, Founder and MD at MCCP, and a global brand strategy leader in her field. At Diageo, Kay shaped the Guinness brand positioning strategy to pivot the brand on its journey from being an old man’s drink to being a drink relevant for people of all generations. If you want to understand how to gather insights for a great strategy, this episode is for you!

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep2: Paul Dervan "Boxer Briefs to Flawed Creative Briefs"

Tue, 12 Apr 2022 05:00:21 GMT

Want to learn from the leading lights in the marketing world and listen to their unique stories? Conor Byrne, Senior Marketing Director at Indeed, interviews Paul Dervan,CMO of the National Lottery. This episode covers an array of topics including the power of failure, the flawed nature of briefing, and what uniquely got Paul interested in advertising!

Hosted on Acast. See acast.com/privacy for more information.

S1. Ep1: Jon Goldstone "Crisps, Posh Spice, and the Power of Creativity"

Tue, 29 Mar 2022 05:00:34 GMT

Join Conor Byrne, Senior Marketing Director at Indeed as he interviews Jon Goldstone, Managing Partner of The Brand Gym, with 25 years of marketing experience driving brand growth in highly competitive retail environments. Jon pulls back the curtain on the success of the epic 'Go on lad' campaign for Hovis and many more!

Hosted on Acast. See acast.com/privacy for more information.

Trailer: That's What I Call Marketing

Mon, 21 Mar 2022 12:03:16 GMT

Welcome to That's What I Call Marketing with Conor Byrne, a new podcast all about the world of marketing. Episodes bi-weekly.

Hosted on Acast. See acast.com/privacy for more information.