Podcast appearances and mentions of conor byrne

In this episode of The Singles on That's What I Call Marketing, Conor Byrne is joined by Bella and Ed from Tracksuit to unpack the biggest marketing stories right now using brand tracking data. They dive into the AI brand wars between ChatGPT/OpenAI and Claude/Anthropic, including how Super Bowl advertising impacted awareness and consideration, and discuss how people use each tool for work vs personal life. The team shares Tracksuit's acquisition of Hall, a Sydney startup that measures how brands show up in AI answers, helping marketers understand AI discoverability and sentiment. They also revisit American Eagle's Sydney Sweeney campaign one year on (awareness gains vs declines in consideration and investigation), break down Norwegian Air's playful British Airways newsjacking around Norway's World Cup momentum, and explore Carlsberg's revival of the “If Carlsberg Did…” platform and what it could mean for brand funnel performance.01:05 Today's Marketing Hot Topics02:11 AI Brand Wars Data05:27 Who Uses Claude vs ChatGPT07:52 AI Use Cases and Model Fatigue12:54 Tracking AI Visibility17:31 American Eagle One Year Later21:44 BA vs Norwegian Newsjacking26:44 Carlsberg Revives Classic PlatformCheck out tracksuitThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

What should marketers take from Cannes Lions once the presentations are over and the real work of planning for Q4 begins?In this special crossover episode of That's What I Call Marketing and The Sleeping Barber Podcast, System1's Andrew Tindall and Vanessa Chin join Conor Byrne, Marc Binkley and V to explore what the latest marketing thinking means in practice for brands, agencies and creative teams.The conversation begins with Mark Ritson and Byron Sharp's Cannes debate, looking at where they agree, where important differences remain and why marketers need to go beyond familiar headlines on penetration, distinctiveness, consistency and brand purpose. Andrew and Vanessa discuss whether distinctiveness alone can drive growth, why differentiation still matters and how the search for “new news” can lead brands to abandon creative assets before they have built recognition.The episode also examines how AI is changing advertising. Rather than removing people from the process, AI is becoming part of production, helping brands adapt and localise ideas more efficiently. The group considers Coca-Cola's AI Christmas advertising, PepsiCo adapting Lay's creative for Walkers in the UK, and why human judgement still matters. There are practical lessons on creator marketing, brand characters, fluent devices and staying consistent. Andrew explains why creators should be treated as creative partners who understand their platforms, not as interchangeable media assets.The discussion then turns to audio and radio advertising. System1 research suggests campaigns using audio can produce stronger business effects, support profit and penetration, and reduce price sensitivity. The group explores sonic branding, jingles and why radio should not be treated only as a short-term performance channel.Attention matters, but it is not the end goal. Andrew explains why marketers need to move from impressions, to attention, and ultimately to the brand memories advertising creates.The episode closes with a practical Q4 playbook for Black Friday, Cyber Monday and Christmas. “Salesmanship” may deliver immediate conversion, but emotional “showmanship” builds memories, demand and pricing power. The lesson: focus on the feels, not only the deals.CHAPTERS03:24 Ritson and Sharp at Cannes04:45 Distinctiveness versus differentiation06:00 Is brand purpose outdated?08:00 Why marketers struggle with consistency11:05 Turning theory into growth13:09 AI, creativity and human judgement16:10 How PepsiCo uses AI in advertising19:05 Why AI was quieter at Cannes19:55 AI avatars and brand characters22:01 Why marketers need to stay the course22:54 When did a campaign become a media flight?24:45 Turning Cannes insights into a Q4 plan25:22 The “Double Double” audio research28:04 Why audio matters30:13 What makes an effective radio ad?32:29 Why radio is more than a performance channel34:00 Storytelling and creating an audio world36:50 Should creators work across every channel?38:00 What System1's creator research found40:54 Is Q4 the right time for a fluent device?42:06 Moving from attention to brand memory46:36 Can brands be built through Meta and TikTok?48:49 Why brands need to appear early50:02 The Q4 marketing playbook50:43 Make people feel something51:52 Black Friday: deals versus feels52:23 Salesmanship, showmanship and short-term optimisation54:48 What marketers can learn from Amazon56:26 Feels, not deals57:01 Why brands should re-air effective Christmas ads58:00 Consumers do not get bored of good advertisingThis episode was created in partnership with System1. Find out more at system1group.com.Subscribe to That's What I Call Marketing for more conversations on brand growth, marketing effectiveness and creative strategy.That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Queensland law enforcement has cracked down on a content creator who published the name of a high-profile person implicated in an extortion case.The content creator allegedly breached a suppression order more than 50 times, and is now facing charges for the alleged offending.Investigative reporter Grace Tobin and Cairns reporter Conor Byrne explain how the next phase of this bizarre story unfolded.If you have any questions you'd like Grace, Conor and Stocky to answer in future episodes, please email thecaseof@abc.net.au.The Case Of is the follow-up to the hit podcast Mushroom Case Daily, and all episodes of that show will remain available in the back catalogue of The Case Of.

A Queensland man is accused extorting his former partner by threatening to expose her alleged past affair with a high-profile public figure.The identity of the high-profile man has been suppressed even though he's not accused of any wrongdoing.Cairns reporter Conor Byrne and investigative reporter Grace Tobin join the pod to explain what we can and can't report and why.If you have any questions you'd like Grace, Conor and Stocky to answer in future episodes, please email thecaseof@abc.net.au.The Case Of is the follow-up to the hit podcast Mushroom Case Daily, and all episodes of that show will remain available in the back catalogue of The Case Of.

Matt Butts, Head of Marketing Science at Samsung Ads Europe, joins That's What I Call Marketing to discuss marketing science, incrementality, connected TV measurement and why rigorous testing matters more than a positive result. This episode explains how marketers can move beyond convenient metrics, design better experiments and connect advertising activity to meaningful business outcomes. Matt also explores how changing television behaviours are reshaping media planning, audience measurement and the role of connected TV.In this episode, we cover:– Why marketers often measure metrics without questioning whether they matter– The difference between basic A/B testing and genuine incrementality testing– Why the quality of the test matters more than whether the result is positive– How marketing scientists translate complex analysis into commercial decisions– How Samsung Ads measures viewing across linear television, streaming and gaming– Why reported reach can hide significant audience duplication– How incremental reach can reduce media waste and identify missed audiences– The role of connected TV data in advertising planning and measurement– Why marketers need to communicate measurement differently to CMOs, CFOs and media teams– How rigorous measurement helped one advertiser move from zero investment to a seven-figure commitmentMatt argues that marketing science should not simply validate decisions that have already been made. Its role is to challenge assumptions, identify what would have happened without the advertising and give marketers evidence they can confidently use to make better investment decisions.A useful listen for marketers interested in marketing science, advertising effectiveness, connected TV, incrementality, media measurement, experimentation and commercial impact.Timestamps01:16 How Matt found his way into marketing science02:19 How advertising measurement has changed03:27 Are marketers measuring things without knowing why?04:27 Why measurement assumptions must be tested continually05:02 Do marketers know how to test properly?06:00 The limitations of basic A/B testing06:17 Why incrementality is the missing part of marketing testing07:18 The importance of statisticians, data scientists and translation08:13 Matt's journey to Samsung Ads08:18 What Samsung Ads does09:00 How television viewing behaviour has changed10:18 Balancing audience precision, relevance and scale11:02 Relevance without intrusive personalisation12:19 Samsung Ads' Total View measurement capability12:36 Audience duplication, incremental reach and missed audiences13:40 Why platform reach figures can be misleading14:06 What a Head of Marketing Science actually does14:40 Building advertiser-specific measurement playbooks15:16 Using measurement to improve future advertising investment15:23 How to explain incrementality to senior business leaders15:41 Why marketers need to understand marketing science17:00 How measurement feeds into marketing mix models17:33 A real example of fixing incomplete advertising data19:00 How a geo test led to a seven-figure investment19:43 Why negative test results should not frighten marketers20:40 Combining scientific rigour with commercial thinking21:51 What comes next for connected TV measurement22:00 Connecting television and mobile data23:30 Why marketing measurement must keep pace with human behaviourThat's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comThanks to the Digital Voice for their partnership https://www.thedigitalvoice.co.uk/That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Amir Rasekh, Managing Director of Nectar360, joins That's What I Call Marketing to discuss customer insight, retail media, AI-powered measurement and how agentic commerce could change the way people shop.This episode explains how retail media has evolved from loyalty data, targeted coupons and direct mail into a sophisticated, measurable channel spanning in-store, onsite and offsite media.In this episode, we cover:– Why customer insight remains the foundation of effective retail media– How Nectar360 connects loyalty, insight and retail media in one customer-focused system– Why brands hold retail media to a higher measurement standard than traditional channels– How Nectar360 measures incrementality and multi-touch attribution across omnichannel campaigns– How its AI-powered Pollen platform makes campaign planning, creative production and measurement faster– What agentic commerce could mean for retailers, marketers and customer decision-making– Why AI should support better human relationships rather than remove the people involvedAmir also shares early results from Pollen, including 2.5 times more incremental sales from omnichannel campaigns and evidence that retail media can influence the middle and upper parts of the marketing funnel, rather than acting only as a conversion channel.The conversation also explores an important tension for marketers: technology can make retail media simpler, faster and more measurable, but clients still expect strong relationships, expertise and human judgement. A useful listen for marketers interested in customer insight, retail media, marketing measurement, AI in marketing, incrementality, omnichannel strategy and the future of commerce.Timestamps00:00 Introduction01:27 Amir Rasekh's career in retail and Sainsbury's04:34 Building an insight-led culture05:00 What Nectar360 does today06:06 Why retail media suddenly became so prominent07:18 The fundamentals of retail media08:52 Why measurement expectations are increasing10:28 Introducing Nectar360's Pollen platform12:15 Are marketers rigorous enough when testing campaigns?13:33 How AI accelerated retail media technology14:21 AI audience building, creative scoring and production14:38 Cutting creative production from weeks to 90 seconds14:59 Early results from omnichannel retail media16:10 Retail media as a brand-building channel17:05 How customer shopping behaviour is changing18:00 What agentic commerce means for retail20:03 Will consumers shop through ChatGPT and AI agents?22:16 Why physical stores still matter24:00 How Nectar360's teams are using AI25:16 Building AI literacy across an organisation25:47 Why clients do not want technology to replace people26:04 Closing thoughtsThat's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comThis Cannes Sessions episode is produced in partnership with The Digital Voice.Find out more at: https://www.thedigitalvoice.co.ukThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

What does attention actually tell us about whether advertising is working?Pete Wallace, Managing Director EMEA at GumGum, explains why clicks remain a poor measure of advertising effectiveness and how attention can help marketers connect media exposure with real brand outcomes.Pete shares how GumGum combines contextual signals, attention data, time, device and creative performance to predict the mindset of an audience. He brings this to life through GumGum's work with the BBC and Havas on *Celebrity Traitors*, where targeting and creative changed as tension and excitement around the programme developed.We also discuss why there is no universal number of seconds that guarantees attention, how creative testing can reveal when branding should appear, and why advertising needs to respect the environment in which it appears.The conversation then moves into privacy, the value exchange between advertising and free content, the problem with ad tech companies using the same language, and why marketers need to ask more difficult questions about the technology behind their media plans.Pete also reflects on moving from agency life into ad tech and leading teams across Europe, Japan and Australia, where different cultures require different approaches to pitching, testing and decision-making.## In this episode, you will learn:* Why attention can be more useful than clicks as a measure of advertising effectiveness* How contextual advertising can predict consumer mindset without relying on personal identity* How GumGum adapted targeting and creative during the BBC's *Celebrity Traitors** Why every brand may require a different attention benchmark* How creative attention data can improve branding and message placement* Why advertising works best when it respects the surrounding content* How marketers can test ad technology rather than accepting similar-sounding sales pitches* What Pete has learned from leading teams across different international markets## Timestamps01:38 Pete's journey from media agencies into ad tech03:23 The difference between agency life and working in sales05:33 What GumGum does and how the business has developed06:00 Using data signals to predict consumer mindset06:55 How GumGum worked on the BBC's *Celebrity Traitors*08:46 Why attention has always influenced media planning09:25 Connecting attention to business and brand outcomes10:21 How GumGum measures attention11:15 Why there is no universal attention benchmark11:23 Using attention data to improve creative execution12:45 Matching advertising to the environment around it13:34 Why brands are asking more questions about ad technology14:33 Where GumGum fits within the modern media plan14:40 Why marketers need greater digital and technical knowledge15:12 Are marketers rigorous enough when testing media?16:00 The problem with every ad tech company sounding the same17:00 Why campaign learning needs to feed into future activity17:42 Leading teams across Europe, Japan and Australia18:23 How culture changes client expectations and ways of working20:01 Balancing global consistency with local flexibility21:23 What international markets can learn from one another*The Cannes Sessions are brought to you in partnership with The Digital Voice.*That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

James MacDonald, Founder of Limelight, joins That's What I Call Marketing to discuss programmatic advertising, building a global ad tech business, AI and why simplicity still matters for marketers today.This episode explores the journey from Fleet Street advertising sales to modern programmatic technology, through a practical conversation about risk, reinvention, customer focus, remote culture and building technology that solves real problems.In this episode, we cover:– What Fleet Street taught James about sales, resilience and asking for the business– Why helping people buy is more powerful than pushing people to buy– How James identified the gap that led to Limelight– Why programmatic advertising still needs simplicity, support and better execution– How Limelight thinks about AI, interoperability and the importance of human judgement– What it takes to build and maintain a strong remote culture across a global teamA useful listen for marketers interested in ad tech, programmatic advertising, AI in marketing, founder stories, sales, customer success, remote teams and building through change.That's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comThis Cannes Sessions episode is brought to you in partnership with The Digital Voice.Find out more at: https://www.thedigitalvoice.co.uk01:38 Starting out on Fleet Street03:19 What early sales teaches you04:35 From eggs to advertising06:27 Helping people buy, not pushing a sale07:04 Mentors, mistakes and learning through failure07:11 Starting again and founding Limelight09:31 Finding the right business partner10:59 Identifying the gap in programmatic12:00 Building the Limelight platform14:00 Taking risks as a founder15:59 Building culture as the company grows16:42 Running a fully remote global business18:17 What Limelight does20:49 How people discover Limelight22:16 Listening to customers and building the product23:33 AI, human judgement and interoperability26:05 Why simplicity matters in technologyThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Julia Linehan, Founder and CEO of The Digital Voice, joins That's What I Call Marketing to discuss Cannes Lions, the changing role of PR, AI search, trusted sources and why amplification matters for marketers today.This episode explores how brands, agencies and marketing leaders need to think about discoverability in a world where search, AI, content and credibility are all changing at pace.In this episode, we cover:– Why The Digital Voice describes itself as an amplification partner, not a traditional PR agency– How AI search and LLMs are changing the value of trusted, published content– Why consistency, repetition and clear messaging matter more than ever– What it takes to plan properly for Cannes Lions and create real value from the week– How Julia has built a fully remote team with strong culture, energy and trust– Why Cannes needs to stay accessible for students, publishers, creators and smaller businessesA useful listen for marketers interested in PR, brand visibility, AI in marketing, thought leadership, Cannes Lions, agency leadership and the future of discoverability.That's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comVisit the Digital voice at https://www.thedigitalvoice.co.uk/That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In the latest episode of The Singles, Conor is joined by Ed Parkin and Bella Harrison from Tracksuit to dig into four marketing stories where the headlines only tell part of the story.The episode starts with the FIFA World Cup and what it could mean for soccer in the US. Major League Soccer still has a long way to go versus the NFL, NBA and MLB on awareness, but Tracksuit data shows consideration is already moving in the right direction. The conversation gets into younger audiences, affluent consumer skews, regional growth and why feeling “for people like me” matters so much in sports marketing.Then it's onto World Cup sponsorship. Coca-Cola, Adidas and McDonald's show what decades of investment can do when brand associations compound over time, while Mengniu shows how sponsorship can still create warmth for a lesser-known brand.The team also discuss Spotify's temporary 20th anniversary logo, the backlash it received, and whether marketers sometimes overreact when a strong brand plays with its distinctive assets. With 88% awareness and very strong consideration, Spotify has more room to experiment than most.BrewDog is next. Once valued at £2bn and now sold for £33m, it is a reminder that awareness can remain even when consideration, usage and preference are falling. The discussion also looks at James Watt's new brand, Second Best, and whether founder-led challenger energy can travel from one brand to another.Finally, the episode turns to the Irish National Lottery ad controversy, after its new work closely followed a New Zealand Lottery ad scene for scene. The question is not whether the insight worked. It did. The question is what happens when inspiration becomes imitation.Tracksuit University is also featured in the episode, including how it helps marketers make the case for brand in a more finance-friendly way.Get 20% off Tracksuit University with the discount code: That's What I Call MarketingVisit: university.gotracksuit.comIn this episode:00:00 Introduction01:24 Tracksuit University and making brand finance-friendly02:48 The FIFA World Cup and soccer in the US03:47 MLS awareness, consideration and growth potential05:25 Younger audiences, affluent consumers and regional skews06:49 Why relevance matters in sports marketing09:02 World Cup sponsorship and long-term brand investment13:00 Spotify's 20th anniversary logo backlash16:31 Why Spotify has earned the right to play with its assets18:21 BrewDog's sale and brand decline20:01 Trust, relevance and the erosion of BrewDog's core audience21:01 Second Best and the future of founder-led brands23:33 The Irish National Lottery ad controversy26:45 Distinctiveness, copying and creative shortcuts29:07 Tracksuit University discount detailsThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Jon Evans (Uncensored CMO) on Going Solo: Sponsorship, Podcasting as Networking & Cashflow RealityConor Byrne chats with Jon Evans (Uncensored CMO) about leaving the CMO track to run his podcast full time, using sponsorship to fund the work and turning “being good at talking” into a career. Jon explains why podcasting is a powerful networking tool—CMOs often decline coffee but say yes to being a guest—and how it accelerates learning by speaking to experts weekly. He also shares the less glamorous surprises of working for yourself: contracts, running a business properly, cashflow, and the difficulty of getting paid on time while supporting a team. Jon stresses that success is a long grind—“seven years to have an overnight success”—and that consistency and compounding effort are what make creator-led media businesses work in marketing.That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Cannes Sessions, Conor Byrne takes us through another packed day on the Croisette, starting with the CMOs in the Spotlight session featuring Jill Kramer of Mastercard, Michelle Klein of Westpac, Manuel “Manolo” Arroyo of The Coca-Cola Company, and Suhayl Limbada CMO of KFC India. There were big themes running through the day: how legacy brands stay useful, why marketers need to understand the P&L, what happens when creativity meets commercial pressure, and why the best brands do not throw away their distinctive assets just because the world has changed. There is also a brilliant conversation with Maddy Cooper, Founder and CEO of Flourish, on how AI can help marketers in regulated sectors get work to market faster without creating a compliance nightmare. That matters because the future of marketing is not just more content, more formats and more channels. It is whether brands can still make sharp, responsible, commercially useful work at the speed the market now demands. The Digital Voice team were also out on the Croisette speaking to marketers including Langton McCombe from Particular Audience, Rory McDonald from Market Media at The Warehouse Group, and Alex Springer from OpenAttribution.org about retail media, incrementality, AI, ROAS, creativity, and what Cannes is really for and James Taylor CEO of Particular Audience.And, of course, there was a big moment for Ireland, with Heineken's The Pub That Refused To Die winning a Grand Prix, plus a look ahead to the Cannes Young Lions results where Darragh Spain and Fardosa Flanagan from 123.ie represented Ireland in the Young Marketers category along with lots of amazing talent representing Ireland.01:18 – CMOs in the Spotlight: Mastercard, KFC India, Westpac and Coca-Cola02:01 – Why Mastercard is re-examining the Priceless platform03:14 – KFC, Gen Z, universal truths and the role of the Colonel04:19 – Westpac, jingles, legacy brands and speaking the language of the CFO05:14 – Coca-Cola, creativity, behaviour and why great teams matter more than big budgets11:28 – Spending time with Jonnie Cahill and the value of generous senior marketers15:03 – Maddy Cooper on Flourish, AI, compliance and regulated marketing18:29 – Inside the Cannes Lions work exhibition21:00 – Ireland's Grand Prix moment for Heineken23:58 – Langton McCombe on retail media, commerce media and incrementality26:32 – Rory McDonald on creativity, ROAS and business outcomes29:54 – Alex Springer on attribution, AI, influence and the future of content34:26 – Final reflections from Cannes Sessions 2026Thanks to The Digital Voice for partnering on the Cannes Sessions.Find out more:The Digital Voice: thedigitalvoice.co.ukFlourish: flourishingworld.comThat's What I Call Marketing: follow the podcast for more conversations with the people shaping modern marketing.That's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Cannes Lions Day 3: Moloco CMO Paul Darcy on AI Disruption, Brand vs Performance + Festival Voices & Award HighlightsOn day three of the Cannes Lions Festival of Creativity, host Conor Byrne records The Cannes Sessions in partnership with The Digital Voice and interviews Paul Darcy, CMO of Moloco, fresh off an Adweek panel on how AI and LLM-driven consumer behavior are disrupting digital brands and acquisition channels. Darcy discusses the growing importance of brand as a signal to LLMs, the rising opportunity cost and measurement challenges of brand media versus increasingly optimized performance marketing (including CTV and in-app video), and Moloco's focus on expanding modern performance surfaces. He also summarizes Moloco and BCG's report on AI disruption by industry, highlighting discovery and customer-relationship durability, and notes AI overviews reducing clicks. The episode also features Cannes attendee perspectives (Amir Rasekh of Nectar 360, Beatrice Bordel Grant, Pauline Yoo from Samsung Ads, and Max from Adnormally) and Conor's press-room roundup of select Cannes Lions winners.00:00 Welcome to Cannes01:15 Meet Paul Darcy01:39 AI Disrupts Brands02:43 Brand vs Performance04:29 Performance as Brand05:19 Fixing Ad Inefficiency06:44 Moloco Growth Mission07:19 BCG Disruption Report10:33 Digital Voice Street Chats10:56 Nectar 360 Goals11:50 Amazon Port Surprise14:24 Samsung Ads Highlights16:12 Networking at Cannes17:34 Press Room Winners20:07 Wrap and TomorrowThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Cannes Lions 2026 Day 2: Google's Paul Limbey on AI Transformation, LinkedIn Creators & Heineken's Bronze LionOn day two at Cannes Lions 2026 (Tuesday, 23 June), host Conor Byrne recaps a busy schedule at Brand Tech Beach, including an interview with Natasha Wallace to be released later in the summer with The Digital Voice. He doorstops Google's Paul Limbey, who warns against the “double shift” of giving top performers both day jobs and transformation work, highlights the rise of forward-deployed roles backed by major programs from Google Cloud, Anthropic and OpenAI, and explains his upcoming leadership fable The Frog in a Sock (out early July) about organizational constraints like workflows, approvals and pilot obsession; he also argues for product-minded scaling, better performance metrics for transformation, and repeated communication. At the System1 party, Conor discusses talks from Andrew Tindall, Mark Ritson and Jon Evans, chats with creator Henry about high-effort LinkedIn video, and interviews Jon Evans on going full-time with Uncensored CMO. Fiona shares Heineken Ireland's Bronze Lion wins for The Pub That Refused To Die, while Digital Voice street interviews cover AI, retail media, and creators seeking long-term brand partnerships.00:00 Day Two Kickoff01:02 Paul Limbey from google01:28 Ending The Double Shift05:00 Frog In A Sock05:50 Scaling Beyond Pilots06:45 Performance And People08:07 Repeat To Lead Change09:31 System1 Party Recap10:35 Henry Hayes On LinkedIn Comedy14:45 Jon Evans Goes Solo20:54 Heinekens Bronze Lion with Fiona Curtin23:19 Croisette Street Interviews Hosted on Acast. See acast.com/privacy for more information.

This episode has been presented by System1.What happens when Byron Sharp, Mark Ritson, System1, creators, AI, and Cannes Lions all collide on Day One?In the first edition of our Cannes Cut series, presented by System1, Marc and V unpack the biggest themes emerging from Cannes Lions 2026, including why creativity is increasingly being judged through the lens of effectiveness, why marketers may be spreading budgets too thin, and why some of the industry's biggest thinkers are converging on a surprisingly small set of principles.Along the way, the guys sit down with Vanessa Chin (SVP Marketing, System1) to discuss creativity, creators, celebrities, emotional advertising, AI-generated campaigns, and why happiness and humour continue to outperform serious purpose-driven work.They also hit the Croisette to capture perspectives from attendees, founders, creators, publishers, and marketers about the trends shaping Cannes this year.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisettePlus: exclusive insights from Vanessa Chin and conversations with marketers attending Cannes from around the world.The Rosé can wait. The questions can't.In this episode:Why effectiveness has become the dominant conversation at CannesDavid Tiltman and WARC's "Fewer, Bigger, Better" frameworkThe five things Byron Sharp and Mark Ritson agree onMental availability and why awareness isn't enoughDistinctive brand assets and why logos alone don't cut itWhy sophisticated mass marketing still mattersThe case against purpose-led marketingHow creators are becoming marketing "super touchpoints"Why funny advertising continues to outperform serious advertisingThe role AI is actually playing in modern creative developmentSights and sounds from the CroisetteThe Rosé can wait. The questions can't.Chapters00:00 - Welcome to Cannes: The Excitement Begins02:53 - Insights from Industry Leaders06:06 - The Importance of Mental Availability08:52 - Distinctive Brand Assets and Their Impact12:09 - The Shift from Purpose to Emotion in Advertising14:59 - The Role of Celebrities in Marketing17:58 - The Power of Humour in Campaigns20:52 - The Future of Creators in Advertising23:48 - Final Thoughts and Key Takeaways27:25 - Conor Byrne, Exploring AI's Human Element30:03 - Alex, Insights from AI Central Media32:49 - Rachel Higgins, Connecting and Gaining Inspiration35:38 - Mariam Bebiashvili, Marketing Strategies and AI Integration

Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early WinnersOn day one of Cannes Lions 2026, host Conor Byrne covers the Young Lions competition as teams prepare for a 24-hour brief, and shares highlights from meetings and sessions across the festival. He recaps a coffee catch-up with Karen Nelson-Field and plans to feature her on the podcast, then reports recurring Cannes themes around AI, including agentic AI in ad tech and the importance of transparency and human-in-the-loop control discussed by Limelight leaders. From Adweek House, he notes talks on moving at “the speed of now,” AI enabling human connection (including Grindr and TD Bank), and sponsorship as a marketing lever. He also shares early Lions winners across Creative B2B and health categories, and summarizes research from WARC, Jellyfish, and Inseed on how creativity performs differently for humans versus LLMs.00:39 Young Lions Kickoff01:24 Coffee With Karen Nelson-Field02:19 Limelight on AI Transparency04:48 Adweek House Highlights06:31 Early Lions Winners Roundup07:59 Creativity in an LLM World12:21 Oshri on Limelight US Growth14:46 Ritson vs Sharp Debrief with Marc & V from the Sleeping Barber Podcast Hosted on Acast. See acast.com/privacy for more information.

“I will defend brand to the death.” Ty Heath, Global Director of Thought Leadership at LinkedIn and Jury President for the B2B Creative category at Cannes Lions 2026, joins Conor Byrne on That's What I Call Marketing for a conversation about B2B marketing, brand building, AI search, thought leadership, creativity and the future of buying decisions.Ty has helped shape some of the most influential thinking in modern B2B marketing through The B2B Institute at LinkedIn, including work on the 95/5 rule, brand and demand, buying committees, B2B creativity and the emotional nature of business decision-making.In this episode, Ty shares her journey from high-performance athletics to Google, Nestlé, IBM and LinkedIn, and explains why the lessons of elite sport still shape how she thinks about leadership, resilience and long-term practice. The conversation then moves into some of the biggest questions facing marketers today. What changes when buyers use AI tools and LLMs to build their shortlists? How should brands think about visibility, authority and credibility in an AI-assisted search world? Does gated content still make sense? Why does brand still matter when algorithms and AI tools are influencing discovery? And what will Ty be looking for as Jury President of the B2B Creative Lions at Cannes Lions 2026?This episode is part of the Cannes Sessions, sponsored by The Digital Voice, the amplification agency working with leading ad tech and martech companies globally. The Digital Voice helps brands show up across the full mix, from global press and thought leadership to content, social, events and creative, including major moments like Cannes Lions.What you will learn:Why Ty Heath says she will “defend brand to the death”How B2B marketing moved beyond rational messaging into emotional decision-makingWhy The B2B Institute focused on what does not change, not just what is changingHow the 95/5 rule helped reframe long-term B2B growthWhy buying committees need to feel safe before they say yesWhat AI search and LLMs mean for B2B discoverabilityWhy authority, credibility and reputation now matter moreHow brands can be visible to buyers and surfaced by AI toolsWhy gated content can create a trade-off between lead capture and reachHow employee and executive voices can build trust at scaleWhat Ty will be looking for in B2B creative work at Cannes Lions 2026Why B2B creativity is finally getting the attention it deservesTimestamps:03:03 – From elite athletics to marketing leadership10:51 – Google, Nestlé, IBM and finding a path into marketing15:20 – Why words, language and communication carry responsibility17:52 – The emotional reality of B2B decision-making18:57 – Building The B2B Institute and changing B2B marketing21:55 – Brand and demand, the 95/5 rule and long-term growth23:18 – AI, LLMs and the changing future of discoverability27:42 – Buying committees, buyability and making decisions feel safer30:36 – The gated content debate35:14 – Why brand still matters in an AI-assisted world38:58 – Employee voices, executive presence and B2B credibility43:23 – Cannes Lions 2026 and the rise of B2B creativityListen to more episodes of That's What I Call Marketing for conversations with leading marketers, CMOs, founders, strategists and creative thinkers on brand, effectiveness, creativity, marketing leadership and the future of the industry.#B2BMarketing #BrandBuilding #TyHeath #LinkedIn #TheB2BInstitute #CannesLions #B2BCreativity #MarketingEffectiveness #ThoughtLeadership #AIsearch #LLMSEO #GEO #BrandAndDemand #MarketingLeadership #ThatsWhatICallMarketing Hosted on Acast. See acast.com/privacy for more information.

Jessica Jensen is the CMO of LinkedIn, but this conversation goes far beyond platform strategy or social media trends.In this episode of That's What I Call Marketing, Jessica joins Conor Byrne for a deep conversation about what modern marketing leadership actually looks like inside one of the world's biggest technology companies.From studying Japanese and living in Tokyo, to starting a business during the 2008 financial crisis, to leading global marketing teams across Silicon Valley, Jessica shares the experiences that shaped her approach to marketing, creativity, leadership and growth.They explore why marketers need a GM mindset, how LinkedIn thinks about trust and brand building, why AI is changing career development, and what separates marketers who stay relevant from those who get left behind.Jessica also explains:– Why most marketing messaging is forgettable– Why marketers should learn finance, product and sales– How LinkedIn manages global marketing across multiple business units– Why human networks matter even more in the AI era– The real tension between global scale and local market needs– What CMOs actually measure internally– Why humour and humanity matter in B2B marketingIf you're a CMO, marketing leader, brand strategist, or someone trying to build a long-term marketing career in the age of AI, this episode is packed with practical insight.Timestamps00:00 Intro02:25 How Jessica accidentally inspired the podcast03:40 Learning Japanese & living in Tokyo05:45 Startup failure & “Mama had to go get a job”07:00 Discovering marketing at Facebook08:40 Bringing humour into LinkedIn marketing10:55 The difference between LinkedIn & Indeed12:30 Why personal brands matter more in AI13:40 Is organic reach on LinkedIn getting harder?15:05 Managing complexity as LinkedIn's CMO18:00 Running global marketing across 20+ markets22:05 Breaking down silos inside large organisations26:20 What Jessica actually measures as a CMO28:15 Why marketers need a GM mindset30:20 Why marketers should “wear lots of sweaters”32:00 Jessica's warning for marketers ignoring AI35:20 The skills marketers need in 202637:45 What prepared Jessica to become LinkedIn's CMO39:00 Final reflections on leadership & humanitySubscribe for more conversations with the world's leading CMOs, founders, strategists and creative leaders.Listen to the podcast:Spotify: https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWpAcast: https://shows.acast.com/thats-what-i-call-marketingFollow Conor Byrne on LinkedIn for more marketing analysis and commentary.Brought to you by TracksuitTracksuit is the always-on brand tracking platform helping marketers understand brand health, measure impact, and make better decisions over time.

Banking is one of the hardest categories in marketing.Trust is fragile. Customer expectations are shaped by every app on their phone, not just other banks. And every interaction has the potential to redefine the relationship.In this episode of That's What I Call Marketing, Conor Byrne sits down with Laura Lynch, CMO of Bank of Ireland, to explore what it actually means to build a modern banking brand in 2026.Laura takes us inside Bank of Ireland's recent brand transformation, including the thinking behind the new “Right With You” platform, the role of customer experience in shaping strategy, and why the bank deliberately avoided category clichés in its latest advertising work.The conversation also explores:Why Laura stepped out of traditional marketing roles before becoming CMOHow customer trust is rebuilt after the banking crisisThe balance between AI, personalisation and human connectionWhy marketers can become too focused on attribution and performance metricsThe challenge of creating distinctive advertising in regulated categoriesHow Bank of Ireland uses customer insight, segmentation and CX to shape growthThe role of leadership, resilience and timing in building a marketing careerLaura also shares the inside story behind Bank of Ireland's latest campaigns, including the strategic use of humour, movie references, and why every line, casting decision and creative choice was intentionally designed to create distinction.For marketers working in financial services, regulated industries, or legacy brands navigating change, this is a fascinating look at how modern brand building actually works inside one of Ireland's most important organisations.Timestamps:00:00 – Why trust in banking has to be earned every day02:00 – Laura Lynch's path to becoming CMO of Bank of Ireland06:30 – Leaving traditional marketing to build customer experience capability10:00 – Going “all in” to land the CMO role13:00 – Leadership, intensity and avoiding groupthink16:30 – The reality of leading marketing inside a major bank18:00 – Rebuilding customer trust after the banking crisis20:00 – Why banking competition has fundamentally changed21:30 – Inside Bank of Ireland's new brand strategy24:00 – Building “Right With You” with customers and colleagues27:00 – Why the strategy had to stretch the organisation29:00 – The making of the new Bank of Ireland advertising32:00 – Using humour to talk about fraud and financial confidence35:00 – Creating distinctive work in a regulated category37:00 – AI, personalisation and the future of marketing teams39:00 – Why performance marketing alone is not enoughBrought to you by TracksuitTracksuit is the always-on brand tracking platform helping marketers understand brand health, measure impact, and make better decisions over time.

The Singles is back with Tracksuit, taking some of the biggest marketing stories in culture right now and putting them under a bit more pressure using real brand data.Because the interesting part is rarely just the campaign itself. It is what the campaign reveals about the category, the audience, and the way brands are trying to grow.In this episode, Conor Byrne is joined by Ed Parkin and Bella Harrison from Tracksuit to explore three very different examples of brands using culture, entertainment, and timing to build relevance.Lucky Saint shows how alcohol-free beer has moved far beyond Dry January, using Lime Bikes, London culture, run clubs, and moderation trends to position itself as a year-round brand for active urban consumers.Lego demonstrates why it remains one of the most culturally flexible brands in the world, turning the FIFA World Cup into entertainment before a ball has even been kicked, while continuing to stretch beyond the toy category into fandom, collectibles, and adult audiences.The conversation then turns to the latest Entertain or Die Report, looking at why entertainment is increasingly becoming a commercial growth strategy rather than just a creative ambition.The episode also explores:Why brands are now competing against Netflix, TikTok, creators, and sport for attentionThe shift from “salesmanship” to “showmanship” in advertisingWhy entertaining brands are outperforming commerciallyWhat brands like Currys, Compare the Market, Guinness Zero, and Lego are getting rightHow mental availability is built long before purchase moments happenIf you want a deeper understanding of how entertainment, culture, and brand growth connect together, this episode is packed with practical examples and real-world data.Listen to Paul Feldwick on That's What I Call Marketing here:Paul Feldwick on That's What I Call MarketingRead the full Entertain or Die report:Entertain or Die Report Find out more about Tracksuit:TracksuitListen to more episodes of That's What I Call Marketing:That's What I Call MarketingTimestamps:02:06 – Lucky Saint and the rise of moderation culture03:24 – Why Lucky Saint is so culturally aware05:05 – Lime Bikes, London culture, and timing07:08 – The functional drinks category shift08:45 – Alcohol-free beer becoming mainstream10:00 – Guinness Zero vs Lucky Saint11:18 – Winning locally before scaling nationally13:22 – Brand perception and category positioning15:00 – Lego and the FIFA World Cup campaign16:01 – Why Lego works across every demographic18:22 – Lego's cultural timing advantage20:00 – Lego, fandom, and entertainment21:40 – World Cup advertising and brand competition22:15 – Entertain or Die explained24:00 – Why entertainment drives commercial growth25:35 – Future demand and entertainment26:17 – Gap hires a Chief Entertainment Officer27:09 – What makes brands entertaining29:00 – Brands that entertain us today31:00 – Why culture matters inside companies Hosted on Acast. See acast.com/privacy for more information.

How Brands Should Really Be Planning Christmas CampaignsWhat happens when you start planning Christmas… in April?In this episode of That's What I Call Marketing, Conor Byrne is joined by Pete Markey (former CMO of Boots, Marketing Week Marketer of the Year) and Leanne Tomasevic (Insights Lead at Electric Twin) to explore how brands should approach Christmas advertising — using real-time synthetic audience insights.Instead of guessing what consumers want, this episode puts Electric Twin's platform to the test live, revealing how marketers can simulate audience reactions, test ideas, and sharpen creative briefs months before campaigns go live.The result is a grounded, practical look at:What people actually want from Christmas ads in 2026Why emotional storytelling still matters (but needs reframing)The role of celebrities, music, and consistencyHow to balance commercial pressure with authenticityAnd how AI-driven research can speed up better decisionsIf you're working on a Christmas campaign, brand strategy, or creative development, this is a genuinely useful watch.⏱️ Timestamps00:00 – The reality of planning Christmas in April01:10 – What Electric Twin actually does (synthetic audiences explained)03:00 – Why speed matters in modern marketing decision-making05:30 – Live demo: Understanding the mood of the nation at Christmas08:30 – What consumers really want this year (family, realism, restraint)12:00 – Gifting trends: practicality vs meaningful connection14:30 – The balance between storytelling and selling16:00 – What people want from Christmas ads now18:00 – Should brands use celebrities? (and when it works)21:00 – The role of consistency (Kevin the Carrot, John Lewis, Coca-Cola)24:00 – Realism vs escapism in Christmas creative27:00 – How agencies can use this to build stronger briefs29:00 – The most memorable Christmas ads and why they last32:00 – Should brands reuse ads instead of making new ones?33:00 – Why music is critical to Christmas advertising effectiveness35:30 – Final thoughts: faster insight, better decisions

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 investmentTimestamps05:00 What The Creative Dividend is trying to solve06:32 Why global Effie data matters for marketing effectiveness07:17 Has creativity been undervalued in advertising?08:59 The crisis of confidence in marketing creativity10:16 Why many organisations see creativity as a risk11:21 The role of the client in protecting great ideas12:17 Why businesses avoid creative risk13:00 The shocking statistic: only 9% of campaigns report profit growth14:17 Are marketers measuring the wrong outcomes?15:21 The importance of pricing power in marketing16:45 How creativity enables brands to charge more19:16 What the “Creative Dividend” actually means21:00 The four drivers of creative effectiveness22:00 Why 83% of campaigns are designed to fail23:06 Why great creative fails without media support24:16 The power of long-term creative platforms26:00 Consistency vs freshness in advertising28:46 What surprised Andrew most in the research29:07 Why distinctiveness matters more than differentiation29:48 Why advertising doesn't create loyalty30:00 Distinctiveness vs emotion: efficiency vs effectiveness31:41 Why emotional advertising drives profit32:44 Why revenue alone isn't success in marketing34:00 The debate about gated content in marketing research39:00 AI, marketing knowledge and the future of learningLinks MentionedThe Creative Dividend (download the pdf): https://system1group.com/the-creative-dividendTracksuit https://www.gotracksuit.comThat's What I Call Marketing Podcast https://www.thatswhatIcallmarketing.comGreen 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.

Synthetic Research Explained, Understanding AI-Powered Audience Testing for MarketersWhat 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.⏱️ Timestamps00:00 – Introduction to synthetic research02:00 – From quantum physics to behavioural modelling03:35 – Why human behaviour is harder to predict than we think05:17 – The problem with traditional decision-making tools09:02 – What Electric Twin actually does10:00 – What a “synthetic audience” really means13:59 – Testing creative, messaging and propositions in real time15:06 – Accuracy vs traditional survey research17:00 – Real-world use cases across marketing and product19:02 – The danger of asking the “wrong” question23:06 – Democratising customer insight inside organisations25:00 – Where synthetic research fits (and where it doesn't)27:00 – Innovation vs risk-averse organisations29:09 – The story behind the name “Electric Twin”In this episode, we cover:How synthetic audiences are built from real-world dataWhy traditional surveys can be slow, expensive and restrictiveHow AI allows teams to iterate research questions instantlyThe difference between testing ideas safely and making bold decisions blindlyWhy trust and validation matter in emerging AI toolsWhere synthetic research complements (not replaces) conventional methodsWhy this mattersEvery 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.

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.

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.

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.

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.

Irish singer/songwriter, Conor Byrne, began songwriting at a young age, taking inspiration from the catalogs of Damien Rice, James Morrison, Coldplay and The Killers. His distinctive vocals and richly poetic lyrical style launched him into the music industry, where he first caught the attention of Gamper and Dadoni resulting in 'Island In The Sun', a collaboration that has amassed over 50 million streams. Following his early successes writing for other artists he signed his solo artist deal, which saw him release a number of solo singles including the epic 'Bloodstream', the deeply personal 'Growing Pains' and 'Girl On The Internet', which charted top 5 in the home charts of Ireland. While on a break from releasing his own music, Conor has established himself as one of the next key singer/songwriters having lent his pen to a number of other incredible artists including The Script, James Blunt, James TW, Arthur Hill, Sam Fischer and many more. His passion for songwriting can be heard across all his work, whether that be for himself or the artist he's collaborating with. After spending so long giving parts of himself to help tell other people's stories, Conor is ready to share his own again. 'Left In Vienna', written in the city itself, was released on the 3rd October. The single is the first taste of Conor's debut EP, set to be released in 2026; a collection of songs crafted around the themes of youth, friendship, heartbreak and nostalgia.

In this powerful episode, I sit down with one of my best friends, Conor Byrne — a runner, mental health advocate, and five years sober after getting sober at the age of 20. Conor opens up about his journey through addiction, psychosis, and time spent in treatment centers, and how he slowly rebuilt his life through recovery, running, and sea dips. From the depths of despair to crossing the finish line of a marathon, Conor's story is one of resilience, vulnerability, and hope. Whether you're in recovery or just need a reminder of the strength of the human spirit, this episode is one you won't forget.

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.

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=383662100:42 Early Life and Career Path02:37 Research Focus and Government Work03:47 Marketing Insights and Strategies04:20 The Power and Complexity of Marketing08:00 Brand Awareness and Decay10:06 Research and Publications11:04 Challenging Established Marketing Theories18:54 Campaign Efficiency and Optimization27:38 The Client-Agency Dynamic28:03 Oversimplification in Media Planning28:25 The Importance of Honest Conversations29:08 Channel Selection and Audience Targeting30:09 Understanding Media Functionality31:38 The Role of Different Channels36:16 Avoiding the Scattergun Approach39:07 Analyzing Media Strategies42:21 Opportunities in Media Pricing53:44 Future of Marketing and AI Hosted on Acast. See acast.com/privacy for more information.

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 Welcome00:10 Grainne's Career Journey at Diageo02:03 The Fundamentals of Marketing05:09 The Bailey's Turnaround Story06:27 Understanding the Product07:24 Repositioning Bailey's in the Market11:13 The Power of Advertising13:18 Crafting Iconic Guinness Ads14:12 Creativity with Precision16:03 Innovation and Nitrosurge17:53 Social First Approach22:46 Agency Relationships25:09 Guinness' Success in the UK27:02 Guinnfluencers and Community Engagement28:13 Quality Control and Consumer Feedback29:00 Global Reach and Market Growth30:07 Premier League Partnership32:12 Smirnoff's Market Position34:45 Balancing Global and Local Strategies37:15 Agile Brand Communities39:12 AI in Marketing41:56 Leadership Evolution42:18 Balancing Drive and Energy43:55 Paying It Forward44:48 Supporting Women in the Workplace46:13 Career as a Marathon47:45 Balance in Life48:24 Belonging and Inclusivity49:22 Socializing and Accessibility50:18 Looking Ahead to 2025A Top Marketing Podcast as rated by Feedspot Hosted on Acast. See acast.com/privacy for more information.

Bud Light learned the hard way that brand assets matter. Their competitor Modelo grew from $4.8B to $6.1B in revenue while Bud Light fell to $3.6B, proving how quickly the market can shift when brands make controversial moves. And that's just one example from a year filled with marketing lessons.This week, Elena joins Conor Byrne, host of That's What I Call Marketing, and Marc Binkley and Vassilis Douros from The Sleeping Barber as they break down this year's biggest marketing successes and stumbles. They analyze what made some campaigns soar while others failed, explore how AI is revolutionizing creative testing, and debate whether broad targeting really delivers better results than precision campaigns.Topics covered:  [03:00] Budweiser's Clydesdales comeback and what it means for brand assets [10:00] How ELF Beauty's employee ownership model drives marketing success [13:00] The targeting debate: when broad reach fails [21:00] Why some brand purpose campaigns backfire [37:00] The rise of AI in creative production [42:00] Are Byron Sharp's theories wrong?  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  The Sleeping Barber Podcast: https://podcasts.apple.com/us/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 That's What I Call Marketing Podcast: https://podcasts.apple.com/ca/podcast/thats-what-i-call-marketing/id1615415427 Marc Binkley's LinkedIn: https://www.linkedin.com/in/marcbinkley/Vassilis Douros' LinkedIn: https://www.linkedin.com/in/vassilisdouros/Conor Byrne's LinkedIn: https://www.linkedin.com/in/conorbyrne/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

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 PodcastMarc 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 Hosts02:15 Campaigns of the Year11:49 Bullish or Bearish: Marketing Trends12:18 Influencer Marketing Insights25:51 Greenwashing and Brand Authenticity26:59 Marketing Surprises of the Year27:18 TV Ad Spend and Frequency Debate30:23 Pre-Testing Debate and Innovations34:24 Jaguar's Controversial Rebrand41:10 Predictions for 202543:05 AI's Role in Creative Marketing45:17 Debating Marketing Theories Hosted on Acast. See acast.com/privacy for more information.

Join our hosts, Marc and Vassilis as they welcome back Elena Jasper from 'The Marketing Architects Podcast' and Conor Byrne from 'Now That's What I Call Marketing' to the "studio." In this engaging year-end review, our hosts and guests dive into standout marketing campaigns, trends in influencer marketing, and the effectiveness of various targeting strategies. They highlight successful campaigns like Budweiser's Clydesdales return and Elf Beauty's bold marketing approach while debating the future of influencer marketing and the critical role of first-party data. The conversation also explores broad targeting strategies, brand purpose vs. performance marketing, and the impact of diversity campaigns amidst cancel culture. Furthermore, they discuss the evolution of large language models (LLMs) and their marketing implications, alongside Jaguar's controversial rebranding strategy and its effect on brand loyalty. Wrapping up, they share predictions for 2025, focusing on emerging trends in media and marketing, the rise of AI in creative processes, and the importance of nuanced marketing strategies in a dynamic landscape. This episode is packed with insights, predictions, and vibrant debates you won't want to miss! Our Guests: Elena Jasper: VP of Marketing @ Marketing Architects and Podcast Host of The Marketing Architects https://www.linkedin.com/in/elenajasper/ Conor Byrne: https://www.linkedin.com/in/conorbyrne/ Senior Marketing Director and Podcast of 'Now That's What I Call Marketing' Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 0:00 - Introduction and Year in Review 04:50 - Campaigns of the Year 14:45 - Bullish or Bearish: Marketing Trends 33:05 - Marketing Surprises of the Year 48:50 - Predictions for 2025: Media and Marketing Trends Links: Marketing Architects https://podcasts.apple.com/ca/podcast/the-marketing-architects/id1679048313  That's What I Call Marketing https://www.thatswhaticallmarketing.com/  Sleeping Barber https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324   Filipe Thomaz Report https://www.mi-3.com.au/15-10-2024/really-mediocre-outcomes-oxford-uni-professor-says-byron-sharp-and-ehrenberg-bass

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 episodeEffective 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 Podcast00:09 Sponsorship and Community Engagement00:59 Introducing Today's Guest: Sarah Hagans02:06 Sarah's Background and Experience02:13 Marker - Outro02:37 Challenges in B2B Marketing03:51 Marketing Strategies and Campaigns07:49 Global Marketing Insights11:55 Local Market Customisation15:42 Focus Groups and Feedback20:08 The Evolution of B2B Marketing24:54 Playfulness in B2B Marketing25:27 Storytelling and Impact in Campaigns26:32 Challenges of Information Overload26:56 Simplicity and Elegance in Campaigns28:14 Navigating Feedback and Sign-Off Processes29:59 Importance of Data-Driven Marketing34:59 Effective Award Submissions38:49 Impact of Winning Awards43:46 Predictions for B2B Marketing in 202545:46 The Role of Craft in the Age of AI Hosted on Acast. See acast.com/privacy for more information.

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 Hat03:02 The Importance of B2B Marketing04:22 Research Insights06:10 Shifting Balance of Power in B2B09:53 Understanding the Buying Process23:17 Reputation Building and Hidden Process Bias23:24 The Case for Ungating Content23:55 Leveraging First and Third Party Data27:22 Rethinking MQLs and Metrics32:59 The Evolving Role of Sales42:27 What can you do now!Get in touch https://www.thatswhaticallmarketing.com/sponsorCheck out Conor Byrne https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.

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 Strategies02:01 Insights on Data, Tech, and AI in Marketing06:40 Personal Career Challenges08:42 Navigating Redundancies and Career Transitions12:11 Sector Experience and Marketing Versatility21:45 Brand Purpose and Organizational Alignment24:33 Boots' Legacy and Future Vision28:13 Final Thoughts and Reflections35:38 The Commitment to Being a Good Example35:50 Debating Purpose and Financial Confidence36:49 The Power of Long-Term Purpose38:16 Creative Options and Purpose Work39:37 The Success of Boots' Summer Campaign41:52 The Importance of Team Input47:59 Boots' Strategic Partnerships52:43 Navigating C-Suite Relationships58:05 Staying Close to Customers59:11 The Value of Improv in Leadership01:02:32 Evolving Marketing Strategies01:04:23 Future Focus: Growth and AIGet in touch with That's What I Call Marketing to find out about sponsorship opportunities. https://www.thatswhaticallmarketing.com/sponsorCheck out host Conor Byrne https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.

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 Brands21:34 The Importance of Brand Management22:06 Leveraging Small Budgets Effectively22:53 Integrating Marketing Across the Organization23:26 Tools for Brand Positioning and Growth25:51 The Role of Training in Marketing Success27:25 Case Studies: Real-World Marketing Plans33:04 The Commercial Mindset in Marketing37:33 Effective Growth Strategies40:25 MII Course InformationConnect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/Thanks to today's show sponsor CPL Marketing RecruitmentGet in touch email Instagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Paweuls, 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 Paweuls 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 Marketing04:19 Consumer Behaviour Insights05:40 Global Brands and Market Entry09:12 Marketing Beliefs and Theories19:43 Working with Companies24:07 Marketing Technology and Attribution28:01 Understanding Consumer Privacy Preferences30:01 Amazon's Lookalike Audiences32:52 The Importance of Marketing Benchmarks35:20 Advertising Effectiveness and Strategy42:16 Advice for Small Brands and Startups48:35 Skills for Future MarketersThis episode is brought to you by CPL Marketing RecruitmentConnect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/Get in touch email Instagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.

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 Clientele03:08 Transition to Client-Side Roles07:14 Global Market Dynamics13:26 Importance of Media and Commercial Strategy16:43 The Science of Sponsorship22:39 Introduction to the Total Video Report23:03 Origins and Evolution of the Total Video Project25:47 Understanding Viewing Patterns Across Age Groups29:03 Changes in Content Consumption and Market Dynamics30:50 The Importance of Live and Non-Scripted Content37:49 Challenges and Learnings in Media Research41:02 The Role of Marketers in Media MeasurementConnect 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 Instagram X YoutubeListen to all episodes here Hosted on Acast. See acast.com/privacy for more information.

We are back with our second episode of the Mindless Marketers with our friend of the podcast and fellow podcast host of That's What I Call Marketing, Conor Byrne. 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! 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/ Timestamps: 00:00 - Introduction01:19 - Convince Your C-Suite: The Real Impact of Creativity07:30 - The Evolution and Challenges of the CMO Role11:47 - The Creative Brief11:50 - Data-Driven Marketing: A Double-Edged Sword17:50 - NEW SEGMENT - This or That!18:45 - Campaign Pre-testing26:13 - Does Creative Inform Media, or Media Inform Creative33:03 - Differentiation vs. Distinctiveness Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Top Stories:1. Nanostring is bought⁠PSBJ article⁠2. Non-compete clauses are banned⁠Seattle Times article⁠3. Cornish is selling Kerry Hall⁠Seattle Magazine article⁠4. Music venues opening/re-opening⁠Seattle Times article⁠ (Carnation)⁠Seattle Refined⁠ (Conor Byrne)5. President of Wizards of the Coast resigns⁠Geekwire article⁠ About co-host: James Falzone - Dean at Cornish College of the Arts James Falzone is a clarinetist, composer, and improviser whose work in the jazz and creative music scenes has won him international acclaim. A veteran contemporary music lecturer and clinician, as well as an award-winning composer. He was the Chair of the music program for about six years before becoming Dean for the past two years. Host Rachel Horgan:Rachel is an independent event producer, emcee and entrepreneur. She worked for the Business Journal for 5 years as their Director of Events interviewing business leaders on stage before launching the weekly podcast. She earned her communication degree from the University of San Diego. Contact:Email: theweeklyseattle@gmail.comInstagram: @theweeklyseattleWebsite: ⁠⁠⁠⁠⁠www.theweeklyseattle.com

1. Kryder, Gianluca Vacchi - Tromba 2. Fedde Le Grand - Here Comes That Sound 3. Lucas & Steve - What We Know (feat. Conor Byrne) 4. BADDIES ONLY, CAVALLI, Mathieu Ruz - Dame Mas 5. (AOW) Sander van Doorn - Ori Tali Ma (BLR Remix) 6. BYOR - Thunder 7. Who's Who - Not So Dirty (HIISAK Remix) 8. Lucas & Steve x Skinny Days - When I Wake Up (Club Mix) 9. (SR) Calvin Harris, Rag'n'Bone Man - Lovers In A Past Life (Westend Remix) 10. Steve Angello - Rave n Roll (Corey James Remix) 11. Shinedoe - Phunk (CASSIMM Remix) 12. CiDE, Michael Kurt, Almo & Mason Young - Feel It Coming 13. Voost & Arlow - Make You Mine 14. Max Styler - Kiki 15. Steve Aoki - The Show (Steve Aoki x Lucas & Steve Remix VIP) 16. MANIBA & Alfie Cridland - Into The Night 17. ARTY feat. XIRA - Take So Long (Find You) 18. Mason vs Princess Superstar - Perfect (Exceeder) [Oliver Heldens Remix]

Today I am joined by Conor Byrne to discuss a woman whose life just breaks my heart every time I hear her story...Lady Catherine Grey. Purchase book: https://a.co/d/2hAntz0 Host: Rebecca Larson Guest: Conor Byrne --- Send in a voice message: https://podcasters.spotify.com/pod/show/rebecca-larson/message Support this podcast: https://podcasters.spotify.com/pod/show/rebecca-larson/support