That's What I Call Marketing

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 missingWhy finance doesn't trust marketing numbersHow to talk about ROI and risk crediblyThe problem with last-click attributionHow to structure experiments properlyWhat “expected value” really means for marketersWhy brand investment must be framed as capital allocationIf 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

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 means4:40 – From accountancy to marketing: finding the discipline that fit6:00 – Cutting her teeth in FMCG at Nestlé9:50 – Being headhunted to Mars & stepping into bigger challenges13:00 – Dealing with disappointment & knowing when to leave15:20 – Long vs short term thinking before it was fashionable17:30 – Entering Mars: business model transformation over “just advertising”19:15 – Business marketer vs creative marketer21:00 – The Ehrenberg-Bass moment: science over opinion24:30 – Creative effectiveness, star systems & why great ads last27:00 – Test & learn done properly (with action standards)31:30 – Global roles & navigating “we're different” market objections35:30 – Leading the gum category transformation38:20 – Extra's growth in the US & penetration focus41:00 – Leaving Mars & the WaterWipes opportunity43:00 – Scaling a challenger brand & making tough market choices46:00 – Marketing as growth co-pilot, not support functionIf 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.

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 stuntThis 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.Chapters2:25 – 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.

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 learnWhy 50% of ads struggle to beat a cow chewing grass on attention and emotionHow dull creative drives up required spend by millions to achieve the same outcomesWhy CPM is often a cost per meaningless thousandHow attention volume predicts ROI, memory, and effectivenessWhy great creative fails when media doesn't give it a stageHow risk, responsibility, and “sensible” decisions slowly drain impact from workWhere AI may actually help creativity rather than flatten itThis 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 lose06:00 – Attention vs emotion: two ways to measure dullness08:00 – The Cannes “Ennui” experiment and burning money as a signal11:10 – What “dull media” really means (and why it's misunderstood)13:55 – When great creative is wasted by low-attention environments16:20 – Is dull creative ever the better option?17:24 – Trust, facts, and why rational messaging costs more19:00 – Campaigns vs single ads: where attention is really lost20:00 – Why mix matters more than hero-only thinking21:00 – Global differences: creative vs media effects23:00 – Why B2B marketing is structurally duller and the cost of that26:00 – The “dull eclipse”: performance mindset, optimisation, benchmarks28:20 – Procurement, pricing pressure, and creative erosion31:00 – CPM, wastage, and the illusion of efficiency34:20 – AI, challenger brands, and testing creativity at speed37:55 – Risk vs responsibility: how sensible decisions kill ideas41:00 – What marketers can actually do differently43:45 – Final reflections and where the research goes nextAbout the guestsAdam 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=MuJx2IJjaFwCost of Dull Media Report https://21467338.fs1.hubspotusercontent-ap1.net/hubfs/21467338/COMPANY%20MATERIALS/Cost%20of%20Dull%20Final.pdfCost 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.

François Bazini, CMO of Suntory Beverage & Food Europe is one of the most thoughtful brand CMOs in global FMCGFrançois 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 roles04:55 – What BCG teaches marketers about being fact-based07:00 – Brand stewardship and avoiding strategic zig-zagging09:30 – Timeless vs timely brand decisions11:00 – Marketing ROI beyond short-term sales12:30 – Marketers as brand CEOs13:45 – Working with CFOs and productive tension16:00 – Global vs local marketing roles20:00 – Ribena: brand decline and recovery22:30 – Going back to a brand's peak moment26:00 – The myth of always targeting youth29:00 – Schweppes, Fever-Tree and category disruption31:45 – Targeting over-45s unapologetically34:00 – Media thresholds and focus over fragmentation35:45 – Moving beyond marketing mix modelling38:15 – The limits of advertising testing41:00 – When great ads fail tests but succeed commercially42:20 – Competing with private label43:00 – DAQV: desirability, affordability, quality, visibility Hosted on Acast. See acast.com/privacy for more information.

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 founder5:50 – Why the liquid comes first7:50 – The Roman origin of Posca10:50 – Turning history into a brand story14:50 – Ancient wisdom meets modern science16:20 – Building brand from the inside out19:50 – Tone, humour, and taking the product seriously23:50 – Building a category, not fitting one29:50 – Brand vs physical availability32:50 – Measuring34:50 – Global expansion strategy38:50 – The hypertonic breakthrough moment44:50 – Risk and belief Hosted on Acast. See acast.com/privacy for more information.

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 restraintThe marketing failure that taught Wael when price becomes the wrong answerWhat KitKat gets right about consistency and memory structuresHow to think about F1 and major sponsorships without losing brand meaningBrand vs performance decisions under pressureWhy judgement matters more than tactics at senior levels01:55 – Wael's career path: agency to P&G05:50 – Why advertising isn't the most important thing09:40 – A pricing decision that went wrong14:20 – Diagnosing the wrong marketing problem18:40 – KitKat and brand consistency23:15 – “Breaks are broken” insight26:50 – Making iconic work at global scale30:20 – Formula 1 and partnerships34:50 – Showing up in your world vs theirs38:20 – Judgement under pressure41:00 – What's next for KitKatThanks 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.

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 UKHow American Eagle's controversial campaign held short-term revenue while brand fundamentals quietly erodedWhat Rhode's acquisition by e.l.f. gets right — and the brand risks that come with scaling distributionWhy Deliveroo, post-DoorDash acquisition, faces a preference problem in a category defined by low loyalty and easy switchingThis 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 reassurance11:40 – American Eagle: sales hold, brand weakens17:45 – Rhode: scaling without dilution23:05 – Deliveroo: preference in a default-driven category Hosted on Acast. See acast.com/privacy for more information.

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 campaignsWhether 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.

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.

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 Experience04:32 Natalys Background and Contribution05:18 The Power of Global Connections08:31 Foundations of Marketing and Branding09:40 Cultural Intelligence and AI Limitations10:31 Localisation and Cultural Nuances15:14 Organisational Attitude and Flexibility16:35 Proximity Bias in Large Economies17:49 Freedom Within a Frame Framework19:04 Kit Kat's Global Strategy20:46 Kerry Gold's Adaptation to US Market22:05 Global Brand Consistency26:33 The Impact of AI on Global Branding28:23 Cultural Nuances in Marketing29:36 Anecdotes and Lessons LearnedBuy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825 Hosted on Acast. See acast.com/privacy for more information.

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 Europe02:30 – Teaching people how to use a mouse (and falling in love with the internet)04:50 – Lessons from agency life at Cassette06:20 – The late-night call that brought her into insurance08:00 – Finding purpose in a data-driven industry09:45 – “I have an idea”: how The Intact Lab began10:50 – Protecting teams to innovate13:40 – The 30-day rule and rapid prototyping15:10 – “Fail fast” only works with fast decisions17:30 – Moving from Chief Digital Officer to CMO20:10 – Mentorship and learning from Anne Fortin23:00 – “Technology gives you speed. Storytelling gives you meaning.”24:40 – The founders' story: building values before brand26:40 – Naming Intact and the red brackets27:30 – Rebranding RSA: “not a marketing project — a company-wide one”30:20 – Global consistency vs local freedom33:10 – When “witty” means different things in different markets37:00 – Building a household brand and resilient communities Hosted on Acast. See acast.com/privacy for more information.

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 Campaign03:23 AI Competitors and Market Penetration08:17 Emotional Advertising and Brand Loyalty13:25 Tylenol's PR Crisis and Brand Trust21:02 Ben Stiller's Entry into the Soft Drink Market29:16 Year-End ReflectionsWith thanks to Tracksuit Hosted on Acast. See acast.com/privacy for more information.

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:

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.

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 workHow to turn one event into months of content across every channelThe truth about influencer numbers vs. engagement (and when each matters)Why budget constraints unlock creativity instead of killing itThe "brand newsroom" model and who should be your editor-in-chiefHow smaller brands can win with agility against bigger competitorsCHAPTERS:00:00 - Introduction: The Evolution of PR02:15 - Why "PR" Needs to Become "Communications"04:25 - Case Study: How One Email Changed a Client's Mind07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth10:04 - Why Great Campaigns Start With Great Briefs11:16 - The "Freedom Through Structure" Briefing Framework13:14 - Why Budget Can Be a Beautiful Constraint14:27 - Events as Content Machines, Not One-Day Moments18:27 - Measuring Event Success: Beyond Who Showed Up19:45 - Working With Influencers & Creators: Authenticity First23:06 - Does Follower Count Actually Matter?26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment28:00 - The Brand Newsroom Model: Operating Like a Publisher29:14 - Speed, Approvals & Team Alignment32:05 - Practical Advice: Setting Up Your Comms Function for Success37:52 - The Editor-in-Chief Role: Who Defends the Idea?with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

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 Overviews7:48 – PR as trust signals in AI13:01 – Discovery beyond Google15:35 – Blogs still matter23:17 – Attribution is broken31:22 – SEO becomes a brand function44:08 – Writing for bots, not humans49:20 – Don't chase every shiny channel57:00 – Building a LegacyThe Building A Legacy Series are in partnership with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

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 Brands04:40 Balancing Efficiency and Brand Building06:13 The Role of AI and Organic Channels06:32 Case Study: Indeed's Marketing Approach08:42 Historical Evidence on Marketing Cuts17:11 BrewDog's Market Performance20:07 BrewDog's Brand Health and Challenges20:35 BrewDog's Rebranding and Market Position21:12 Cultural Impact on BrewDog's Brand23:24 BrewDog's Competition and Strategic Moves25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration32:50 Gordon Ramsey and Burger King CollaborationFind the hosts: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.

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 Hegerty01:17 The Knighthood Experience03:27 Early Career Challenges04:19 The Power of Failure06:59 The Creative Revolution in Advertising12:29 Iconic Campaigns and Their Impact26:14 The Role of Humor and Testing in Advertising34:00 The Importance of Creativity in Business35:58 The Future of Marketing and Creativity36:15 Stalking and Modern Advertising37:18 The Role of AI in Marketing39:00 Product Demonstration and AI40:08 The CMO's New Role42:02 The Importance of Creativity44:41 Creativity in Business46:29 The Impact of AI on Jobs48:47 Experimentation and Fun in Marketing55:22 Challenges and Fear in Marketing01:04:20 Reflecting on a LegacyFind 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.

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 Growth10:00 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 sponsorships45:38 Challenges and advice for CMOsDon't forget to like, share, and subscribe to help us reach a wider audience! Hosted on Acast. See acast.com/privacy for more information.

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 learnBrand→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 forB2B 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.

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 Philosophy02:19 The Power of the Kellogg Master Brand06:20 Building Internal Alignment12:06 Global to Local Marketing Challenges20:44 Reviving Cornelius the Rooster24:20 Discovering Cornelius: The Strong DBA Asset25:08 The Role of Music in Advertising28:36 The Journey of Marketing Transformation32:46 Facing the Challenge of Own Label Brands37:19 The Power of Creativity and Brand Identity39:25 Measuring Success and Future Plans44:22 A Defining Moment for the Brand Hosted on Acast. See acast.com/privacy for more information.

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 Controversy15:38 British Grand Prix and Formula One Insights23:45 Lavazza's Emotional Coffee Campaign29:10 Cultural Moments and Reactive Marketing35:35 Jet2 Holidays and Brand PerceptionFind the hosts: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.

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:

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 Marketing00:47 – Why this matters01:32 – Meet ChatGPT & Claude02:22 – STP: Outdated or essential?02:52 – Differentiation vs Distinctiveness03:46 – Reach or segments?04:29 – What should small brands do?05:16 – Budget advice: Claude vs ChatGPT06:49 – Do great brands advertise?08:01 – Galloway vs Hurman09:20 – What to tell a CFO10:45 – Are you contradicting yourself?11:52 – Innovation vs advertising12:23 – €1M plan for challenger brands13:49 – Fame first, clicks second14:44 – How AI changes search15:56 – If you're not in the model, you don't exist16:24 – Final thoughts Hosted on Acast. See acast.com/privacy for more information.

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

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 AI03:30 Cannes Highlights: Dove's Real Beauty Campaign09:52 Telstra's Award-Winning Campaign14:46 Cannes Controversy: The Console Campaign19:56 Uber Eats and DoorDash in the US Market20:58 Uber Eats' Market Challenges21:58 Building Emotional Connections24:36 Successful Campaigns and Trust27:31 AI in Marketing and Influencers32:38 The Future of AI and Consumer Trust38:02 Conclusion and Final ThoughtsDon'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.

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 Moment04:32 – Emma's Tech & Marketing Journey (From Salesforce to Canva)06:32 – Falling in Love with the Product: Why it Matters in Marketing08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B10:32 – Why B2B Marketing Needs a Human Touch12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)13:32 – Test, Learn, Scale: What Works and What Doesn't15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth28:02 – Local vs Global: Cultural Nuance and International Rollout32:32 – Why Localisation Really Matters34:32 – What's Next for Canva Hosted on Acast. See acast.com/privacy for more information.

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.

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 allIf 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.

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.

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.

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.

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.

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 Acquisition03:58 Growth and Success of Rhode05:54 Brand Health and Commercial Outcomes06:42 Comparing Acquisitions in the Beauty Industry12:52 Efficiency and Product Range Strategies14:08 Mark Read's Departure from WPP19:50 Cannes & An Offer You Can't MissWhere to find Tracksuit at Cannes:16/6: Brand X-Factor 3:15pm, Palais Rotonde17/6 The New Brand Playbook 2:45pm, Adweek House17/6 Born This (Brand-Building) Way 4:45pm, Palais Forum18/6 Adweek Creative 100 5:30pm, Adweek House19/6 Friends of Tracksuit Happy Hour 5:00pm, Morrisons Irish Pub.www.gotracksuit.com Hosted on Acast. See acast.com/privacy for more information.

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' Report04:25 The Importance of Entertainment for Brands07:15 Challenges in the Attention Economy11:19 Building Brand Lore and Engaging Content14:50 Leveraging Community and Writer's Rooms23:50 The Role of Humor in Entertainment25:27 Fandom Mapping for Brands26:46 Entertainment in Unexpected Categories28:33 Breaking Cultural Orthodoxy37:57 Implementing Entertainment Strategies Hosted on Acast. See acast.com/privacy for more information.

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 Saturation04:17 Demographics and Streaming Preferences06:06 Advertising in the Streaming Era07:25 The Rise of Connected TV12:39 Personal Preferences in Streaming Services14:26 Sprite's Nostalgic Marketing Strategy25:20 Threads: The New Social Media Contender30:34 The Role of AI in MarketingAdweek Article Referenced: https://www.adweek.com/convergent-tv/netflix-ads-ai-puts-brands-in-shows/Check out gotracksuit.comDan Fleming & Jasper Skinner are on LinkedIn - connect & meet Hosted on Acast. See acast.com/privacy for more information.

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 willHear 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.

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 Acquisition06:31 Consumer Loyalty in Delivery Apps13:56 Sunscreen Marketing Insights23:20 Lego at the Miami Grand Prix26:21 F1's Brand Collaborations Hosted on Acast. See acast.com/privacy for more information.

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/1804091324Check out Richard's other books and consultancy here https://www.richardshotton.com/02:56 Early Career and Frustrations03:23 The Blood Donation Brief04:54 Discovering Behavioural Science05:53 The Role of Randomness in Career Paths08:37 Generational Differences and Social Proof11:42 The Power of Admitting Flaws15:54 The Importance of Distinctiveness in Advertising23:27 Challenges in Marketing Research29:04 Testing Social Proof in Marketing29:28 Applying AB Testing to Surveys30:07 Case Study: Car Pricing Perception32:40 The Rule of 100 in Discounts36:24 The Impact of Discounting on Perceived Quality39:55 Reframing Low-Cost Brands41:06 The Power of Language in Marketing45:36 Anchoring and Price Relativity51:44 Fairness in Pricing Strategies Hosted on Acast. See acast.com/privacy for more information.

The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's MomentDive 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 Rivalry06:24 Brand Rivalries and Marketing Tactics15:35 Liquid Death: Disrupting the Water Category23:46 Wrexham AFC's Football Fairytale29:10 Google Pixel & That Mo Moment Hosted on Acast. See acast.com/privacy for more information.

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 thingThe power of creative risk-taking (including his near-arrest in San Francisco)How to build culture that scales without turning boringThe constant tension between global brand consistency and local market relevanceHis simple but powerful decision-making lens: “Is it reversible?”And how his team is actually using AI—beyond the buzzwordsRan 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.

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 Tesla03:53 Challenges in Tesla's Brand Perception05:49 Celebrity Leadership and Brand Impact11:16 Puma's Go Wild Campaign17:28 Bonds' Expansion into the US MarketDon'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.

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 Journey00:42 Guinness Made Of More Campaign Insights01:31 Creative Challenges and Solutions03:37 The Energy of Guinness Ads04:12 The Sapeurs Campaign06:47 Client and Agency Dynamics07:27 Navigating the Creative Process08:31 The Glass and the Clay Philosophy10:00 Transition to Head of Strategy12:35 Moving to New Zealand15:43 Special Group's Success18:29 Uber Eats Campaign22:13 DB Export Campaign25:40 Humor in Beer Advertising30:50 Effectiveness in Advertising34:43 The Role of AI in Advertising35:14 Challenges and Opportunities with AI41:26 Conclusion and Farewell Hosted on Acast. See acast.com/privacy for more information.

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 Overview00:24 The Brand Map of Britain10:55 Chocolate Preferences and Market Insights14:25 The Unique Brand Purpose of Tony's Chocolonely19:12 British Airways' Emotional Advertising Success26:57 Comparing Brand Strategies: Chocolate vs. AirlinesDon'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.

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 & Kennedy01:15 Campaign Highlights: Nike and More01:53 Creative Work and Collaborations03:43 Ambitions and Global Work12:23 Burnout and Rediscovery During the Pandemic21:28 Pro Bono Work and Special Olympics Campaign23:09 Joining Adam and Eve23:25 First Projects and Initial Challenges24:00 The John Lewis Home Insurance Ad Controversy26:35 Pulled Ads and Their Impact28:24 The Pot Noodle Slurp Campaign31:52 Adapting to Feedback and Making Changes39:47 The Role of AI in Advertising45:56 The Importance of Staying Current Hosted on Acast. See acast.com/privacy for more information.

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.com00:00 Introduction to the Podcast and Series00:48 Introducing Tracksuit and Its Benefits01:44 Meet the Experts: Dan Fleming and Jasper Skinner02:40 The Growth Journey of Tracksuit05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness10:28 Nike's Return to Greatness16:04 Poppi's Acquisition by Pepsi22:03 Reddit and Threads on the Rise26:22 Future Episodes Hosted on Acast. See acast.com/privacy for more information.

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 Netherlands01:49 Transition to Global Roles04:41 Challenges in Global Marketing07:18 Experience at BlackBerry08:37 Returning to Canada09:58 Joining Sephora and Returning to IKEA12:29 IKEA's Presence in Canada13:51 Competitive Landscape and Media Strategy14:54 Focus on Affordability and Quality17:58 Iconic IKEA Advertising27:42 Balancing Global and Local Marketing33:13 Innovative Media and Testing Strategies39:53 The Role of AI in Marketing Hosted on Acast. See acast.com/privacy for more information.

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 Distillery02:18 Building the Glendalough Brand04:18 Challenges and Successes in the Spirits Industry06:31 Innovative Marketing Strategies07:36 Lessons in Expanding to the U.S. Market11:32 Crafting the Brand Identity15:56 Innovating with Seasonal Gins22:25 Going Global: Challenges and Triumphs26:14 Targeting Key Bars and Liquor Stores27:17 Social Media Strategies and Hard Work28:01 Expanding State by State28:45 The Turning Point with Mark Anthony31:29 Managing a Global Brand33:50 Reuniting the Team36:21 Focusing on Key Markets and Products47:15 Future Ambitions and Reflections Hosted on Acast. See acast.com/privacy for more information.

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 Community00:39 Early Career and Agency Experience05:35 Transition to Tech and Consulting06:16 Joining Tribe Dynamics and Role Evolution13:02 Acquisition by CreatorIQ and New Ventures17:28 Leadership Philosophy and Company Growth20:05 Client Relationships and Value-Driven Approach23:04 Navigating the Creator Marketing Landscape23:55 Solving Customer Problems with Technology25:05 Brand Safety in Creator Campaigns26:05 Managing High Volume Creator Collaborations26:38 Teaching Brands About Their Own Value27:17 Activating the Creator Community27:55 Staying Close to the Customer28:25 Marketing to Marketers28:49 The Power of Data in Marketing30:34 Measurement and Metrics in Marketing31:25 Challenges of International Marketing33:19 AI in Marketing37:46 Leadership and Team Dynamics40:15 Theories of Victory and Focus42:57 Becoming the CMO Hosted on Acast. See acast.com/privacy for more information.

Featuring Paul Dervan, Andrew More, Abi Moran & James DunneThis 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.