Podcasts about system1

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

For years, Cannes Lions has been the home of creativity. This year, it feels like effectiveness is taking center stage.In this special Cannes preview edition of The Barber's Brief, Marc and Vassilis discuss what they're most excited to explore at Cannes Lions 2026.From the surprising reunion of Mark Ritson and Byron Sharp, to the growing influence of effectiveness research, creator marketing, AI, and measurement, this conversation explores the biggest questions facing modern marketers.The duo also shares details about their partnership with System1 and previews the conversations they'll be recording throughout the week with Orlando Wood, Andrew Tindall, Vanessa Chin, and many others.Plus, they break down one of last year's most creative Cannes winners: Hyundai's Night Fishing.In this episode:Why the Ritson & Sharp reunion mattersCan creativity still drive disproportionate growth?What happens to creativity in an AI-driven world?Are marketers measuring the wrong things?The difference between Cannes' Palais and the FringeWhat System1 is teaching marketers about effectivenessHyundai's Cannes-winning film experiment, Night FishingOh and our theme this year? The rosé can wait. The questions can't.Enjoy the episode.Chapters00:00 - The Excitement of Cannes Lions 202302:57 - The Power of Effectiveness in Marketing05:55 - Creativity vs. AI in Advertising09:10 - The Importance of Measurement in Marketing11:59 - Exploring the Cannes Fringe Festival15:07 - Ad of the week: Hyundai's Night Fishing Campaign20:07 - Looking Ahead: Customer JourneysAd of the weekTitle: Night Fishing Hyundai - 2025 Cannes Lions Grand Prix Winner Entertainment Link: https://www.innocean.com/ww-en/work/recent/944

I'm joined by Amelea Renshaw, Head of Strategy at Lucky Generals, NYC and Janni Widerholm, Head of Social and GCD at TBWA/Chiat/Day Los Angeles. As always, thanks to System1 and Tracksuit for making this On the Spot series possible.

Visuals: https://getbehindthebillboard.com/episode-110-btb-x-woo-conference In this special episode of Behind the Billboard, we're coming to you from the World Out of Home Organization's 2026 Congress in London - or, as the room has it, WOO! Recorded from a makeshift studio inside the Hilton on Park Lane, this episode captures the energy, ideas and occasional chaos of a global out-of-home industry gathering in full swing. Across a series of fast-paced conversations, Dan and Hugh welcome some of the most interesting voices in outdoor advertising, creativity, innovation and effectiveness. First up is Tim Bleakley, Chairman of the Ocean Group and board member of the World Out of Home Organization, who sets the scene for the Congress and makes a passionate case for creativity as the medium's greatest strength. They're then joined by multi-award-winning creative leader Katy Hopkins, who talks about the power of simplicity, spectacle and real-world experiences, from Birds Eye fish fingers to iconic special builds. James Murphy and Matthew Straker-Taylor from New Commercial Arts discuss outdoor's unique creative constraints, its ability to build brands with stature, and why the medium still has the power to become part of culture. Innovation director Dino Burbidge brings the tech perspective, exploring what happens when data, location and creative ideas come together - and why the best technology in out-of-home should feel like magic, not machinery. Mel Blood of Ocean Labs and Orlando Wood of System1 dig into emotional response, deep-screen technology, brand building and how digital out-of-home can create shared meaning in the real world. Finally, Neil Morris of Super Optimal joins the show to talk about creative effectiveness, the importance of design, and why bad outdoor ads waste real money - especially for smaller advertisers discovering the medium for the first time. Along the way, the guests share the billboards at the end of their streets, their favourite outdoor ads of all time, and their hopes for where the industry goes next. It's a lively, opinionated and inspiring snapshot of an industry thinking hard about creativity, technology, culture and the enduring power of being out there in the world.

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning around legacy brands like JCPenney, Greg explains why the biggest risk brands face today isn't failure, it's being ignored. We discuss how to create safe spaces for dangerous ideas, why AI risks making marketers more cautious, and the hidden cost of playing it safe.Greg also shares the traits of great CMOs, the future of agencies and pitching, the campaigns he's most proud of, and the advice he'd give to the next generation of creatives.Thanks for System1 for supporting the podcast: https://system1group.comTimestamps00:00 - Start01:43 - Who are Mischief and what do they stand for?04:26 - What would Greg Hahn's walk on track be?05:05 - How to make a safe space for dangerous ideas07:46 - Is AI making us play it safe?10:37 - What is the real cost of playing it safe?14:31 - The Mischief strategy behind Tubi16:20 - Tubi's famous Super Bowl interruption campaign17:20 - The reward prediction error theory22:16 - Turning around a large legacy business like JCPenney25:55 - The traits of a successful CMO28:06 - The JCPenney movie trailer30:16 - Goldfish Chilean Sea Bass campaign35:51 - Why Greg likes George Felix as a CMO37:09 - The work that Greg is most proud of38:03 - What does the future of pitching look like?40:50 - How much of Mischief's work comes from pitching42:13 - The future of social media43:17 - What other agency work is Greg envious of?45:03 - What would Greg do if he wasn't afraid?48:01 - What does the future creative agency look like?49:14 - What does the future CMO role look like?51:12 - What does Greg want to achieve next?53:29 - Greg's advice for young creatives54:25 - What's the best advice Greg Hahn has ever been given?56:59 - What content does Greg consume? - Post chat

Supporters of The Lunduke Journal have now filled up 8 retro computer themed walls!Grab a discounted Lifetime Sub & get on the Wall:https://lunduke.substack.com/p/behold-the-win-2k-and-mac-systemMore from The Lunduke Journal:https://lunduke.com/ This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit lunduke.substack.com/subscribe

George Felix, CMO of Chili's, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to viral social media moments and creative partnerships, George explains how Chili's became culturally relevant again and reignited growth.Before Chili's, George played a key role in the legendary Old Spice turnaround, and in this episode he shares the lessons he's learned from transforming legacy brands. We discuss the power of nostalgia, making the most of your agency relationships, influencing product and pricing decisions, and why the customer experience often drives more value than advertising alone.Timestamps00:00:00 - Start00:02:07 - The famous Chili's chips and salsa00:03:39 - The famous Chili's margharita00:06:32 - Why Chili's has signature items00:08:01 - How Chili's became one of the biggest brand turnarounds in history00:10:51 - The importance of working with people you trust00:12:26 - George's role in the Old Spice turnaround00:18:10 - How to build the case for increased brand investment00:21:16 - The power of nostalgia for a legacy brand00:25:57 - How George pitched an idea to his creative agency and they bought it00:29:03 - The System1 data for the Chili's ad00:30:45 - Fostering a great client / agency relationship00:38:19 - How experience drives better ROI than marketing00:42:43 - The viral cheese pull trend00:45:45 - How can a brand create cultural relevance?00:48:45 - Chili's brand collaboration with Tecovas Boots00:51:19 - How George has influence over the Product “P” in marketing00:54:51 - How to leverage the Pricing “P”00:57:43 - The concept of “barbell pricing”01:00:27 - What is the most important attribute for a successful CMO?

Performance marketers are desperately trying to master ever-changing algorithms in the pursuit of securing attention in an attention-poor economy – but where are they going wrong?On this episode of the Performance Marketing Unlocked podcast, Orlando Wood, Chief Creative Officer of System1, joins host Joe to discuss how shifting from 'salesmanship' to 'showmanship' can build a brand that performs in the both the short and long-term.This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.~ Episode breakdown ~ (3:26) How do the left and right brain impact advertising?(8:05) Are we focusing too much on salesmanship and not enough on showmanship?(23:34) Who is getting the 'brandformance' balance right?(28:47) Overrated or underrated(31:24) PMW's Resell Me a Pen Challenge~ Further reading ~ Top 6 adtech tools this week: System1, Airship, GlobalData, Ampd, Talon.One and DAIVIDTop 10 Easter ads: How are brands navigating the junk food ban?Top 10 Winter Olympics ads: Michelob, Peacock and Corona take the podium Hosted on Acast. See acast.com/privacy for more information.

Two of our most popular guests return for a conversation on what's gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad choice architecture to the disappearance of taglines, long-term thinking, and genuine creativity.Expect behavioural science, contrarian thinking, and plenty of ideas that will make you rethink how marketing really works.Timestamps00:00:00 - Start00:01:31 - Digital overload - are consumers given too much choice?00:05:51 - The power of “Easter Egg Thinking”00:07:54 - Have hotels destroyed choice architecture?00:10:56 - More choice reduction failures00:14:46 - Do consumers need more choice?00:17:45 - How ad agencies can discover real insights00:19:21 - An idea to revolutionise Cannes00:20:49 - Why Rory and Tom think differently00:24:05 - What are the biggest marketing myths today00:30:41 - Fat tailed distribution - the Dulux Dog00:32:18 - Why we need to bring back the tagline00:35:17 - Are marketers too young?00:37:15 - The long term work only pays off after you're fired00:42:34 - How to we make companies look more long term?00:48:03 - Why people love Ryanair but hate BA00:49:09 - The role of surprise in advertising00:50:43 - Is marketing actually rather easy?01:00:49 - Is the advertising agency model broken?Thank you to our sponsor, System1: https://system1group.com/

Are you tired of the "feast or famine" cycle in your painting business? In this episode of the Pro Painters Playbook, the APPC team breaks down System #1: Lead Generation.Generating high-quality leads shouldn't be a guessing game. It requires a repeatable, scalable system that keeps your estimators busy and your schedule full year-round. We dive into the specific strategies that differentiate "hobbyists" from professional painting contractors who command high margins.In this video, you'll learn:The Lead Gen Blueprint: Why lead generation is the first of the Seven Core Systems.Quality vs. Quantity: How to attract the "right" customers who value quality over the lowest price.Marketing Channels that Scale: The difference between reactive and proactive lead generation.Closing the Loop: How this system feeds directly into your sales and estimating processes.Ready to grow? Download our "5 Keys for Growing Your Painting Business" here: https://www.paintersacademy.com/Join the Academy for Professional Painting Contractors and start building a business that works for you. www.paintersacademy.com#PaintingBusiness #LeadGeneration #PaintingContractor #ProPaintersPlaybook #BusinessSystems #MarketingForPainters #PaintersAcademy

It's planners talking brands they've never worked on. We're joined this month by Landi Day, CSO at BBDO, Chicago and Omar Quinones, CSO at LERMA/, Dallas. We're having some laughs and talking Subaru and Vaseline. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. www.onstrategyshowcase.com

Ein junger Mystiker kommt nach Safed, lehrt nur zwei Jahre lang – und verändert alles. Isaac Lurias kosmisches Drama klingt wie ein Sci-Fi-Plot: Gott zieht sich zusammen, Gefäße zerbrechen, göttliche Funken verstreuen sich, und die Menschheit muss die Scherben aufsammeln. Dazu: Cordoveros nächtliche Friedhofswanderungen und ein Rabbi, dessen Engel ihm das Gesetz diktierte.#kabbala #geschichte #allezeitderwelt #mystik #geschichtspodcast❤️ Patreon: patreon.com/allezeitderweltOder Youtube-Kanalmitglied werden und exklusive Vorteile erhalten: https://www.youtube.com/channel/UC8d09rKkWS5MkIdAuzUpkmA/joinKapitel:00:00 Teil 2: Die Stadt auf dem Berg00:22 Schawutnacht in Saloniki (1534)06:14 Verborgene Verbreitung der Kabbala12:08 Der Sohar – das Buch des Glanzes16:52 Safed: Die jüdische Bevölkerung verdreifacht sich24:11 Kabbala vor der Reformation 28:33 Solomon Molcho auf dem Scheiterhaufen (1532)33:04 Joseph Karo und das Trauma der Vertreibung37:04 Alles ist göttliche Substanz43:03 Isaak Luria – Ha-Ari, der Löwe50:54 Shefirath Haqqelim: Das Zerbrechen der Gefäße54:57 Das lurianische System1:00:10 Tikkun Chatzot – das mystische Safed1:08:18 Apokalyptik: Erlösung für 15751:12:46 Ausblick & CreditsBibliografieJonathan Garb, A History of Kabbalah: From the Early Modern Period to the Present Day. Cambridge University Press, 2020. Gershom Scholem, Zur Kabbala und ihrer Symbolik. Suhrkamp, 1973. Gershom Scholem, Die jüdische Mystik in ihren Hauptströmungen. Suhrkamp, 1980. Gershom Scholem, Sabbatai Sevi: The Mystical Messiah. Princeton University Press, 1973. R. J. Zwi Werblowsky, Joseph Karo: Lawyer and Mystic. Jewish Publication Society, 1977. Lawrence Fine, Physician of the Soul, Healer of the Cosmos: Isaac Luria and His Kabbalistic Fellowship. Stanford University Press, 2003. J. H. Chajes, Between Worlds: Dybbuks, Exorcists, and Early Modern Judaism. University of Pennsylvania Press, 2003. Moshe Idel, Kabbalah: New Perspectives. Yale University Press, 1988. Isaiah Tishby, The Wisdom of the Zohar (englische Anthologie). Chaijim Vital, Derekh Etz Chaijim (Der Weg des Lebensbaums). Chaijim Vital, Sefer ha-Chesjonot (Das Buch der Visionen). Reuven Kimelman, The Mystical Meaning of Lekha Dodi and Kabbalat Shabbat. Magnes Press, 2003. Karl Erich Grözinger, Jüdisches Denken, Band 2. Campus Verlag, 2005.

Zena Arnold, CMO of Sephora, joins us to break down how one of the world's most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to record-breaking product launches, Zena shares what's behind Sephora's success and how the business stays relentlessly close to its customers in a fast-moving category. We explore the rise of celebrity brands, the power of loyalty, and how Sephora works with creators through initiatives like the Sephora Squad.Thank you to our sponsor, System1: https://system1group.com/Timestamps00:00 - Start01:13 - Zena's incredible marketing career06:02 - Lessons that turned Zena into the marketer she is today07:41 - What has made Sephora so successful?10:01 - Why Sephora's branding stands out11:30 - What's trending in the beauty category in 2026?13:22 - How does Sephora stay close to the customer?14:45 - The biggest brand launch in Sephora history15:25 - How to pitch a beauty brand to Sephora18:00 - How important are celebrity brands?19:03 - Helping brands launch in Sephora21:00 - The power of Sephora's loyalty programme25:09 - How Sephora attract new customers27:02 - How Sephora uses creators effectively with the Sephora Squad29:45 - How to measure the effectiveness of creators31:12 - The exceptional advertising of Sephora32:49 - How Sephora uses tech in their marketing38:09 - Dealing with the speed of retail39:00 - Creating conditions where you can fail and learn

Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions.From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture.We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don't just sell products they shape what people believe.Thank you to System1 for sponsoring Uncensored CMO.https://system1group.com/Timestamps00:00 - Start01:44 - Why Nir wrote a book about belief?05:57 - How powerful can belief be?10:15 - Believing is seeing12:44 - The three powers of belief14:42 - The difference between fact, faith and belief16:05 - How belief can affect relationships17:10 - How to change your beliefs25:52 - How powerful can beliefs be?28:37 - The cautious power of placebo32:59 - Why Liquid Death used the power of anticipation to disrupt water35:59 - Why brand is so powerful37:40 - How our beliefs literally shape what we see39:42 - Why smart people are more unsuccessful41:59 - How beliefs can improve company culture42:57 - When should you quit?47:08 - Why labelling yourself can be self-limiting50:52 - How to build good beliefs

Alexader Fleming ha scoperto per caso la penicillina – o almeno così viene solitamente raccontato. In realtà quella casualità è stato deliberatamente cercata, lasciando che alcuni vetrini si contaminassero liberamente per poi analizzare rigorosamente le conseguenze.La creatività spesso funziona in questo modo: ha un elemento di imprevedibilità che va accettato, ma che può essere governato quando avviene all'interno di un processo.Ne parliamo con Erik Kessels, artista, curatore e designer, creative partner dell'agenzia KesselsKramer, che l'anno scorso è entrato nella Hall of Legends dell'Art Directors Club Italiano.Questa puntata è realizzata in partnership con l'Art Directors Club Italiano.***Fonti:- E. Kessels, Che sbaglio! Come trasformare i fallimenti in successi mandando tutto all'aria, Phaidon 2017.- La vicenda di Alexander Fleming è tratta soprattutto da K. Lalchhandama, Reappraising Fleming's snot and mould, Science Vision, Volume 20, issue 1, pages 29-42, 31 March 2020.- La vita di Fleming nella sua casa di campagna è raccontata in Alexander Fleming's Country Home, https://eafa.org.uk/work/?id=1043537- Gli esperimenti di Charlan Nemeth sono raccontati in S. Johnson, Dove nascono le grandi idee. Storia naturale dell'innovazione, Rizzoli 2011.- L'articolo di Paul Dyson sui fattori moltiplicativi è Top 10 Drivers of Advertising Profitability, Admap 2014. I dati più aggiornati si trovano in The drivers of profitability, Thikbox 2023, https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability - L'analisi delle banche dati di System1 ed Effie è in A. Tindall, The Creative Dividend. Advertising That Pays Back, 2026. Un riassunto delle critiche all'approccio metodologico del libro è nell'articolo di Daniel Gilbert, The "Most Important Advertising Thinking in 10 Years" is actually a Masterclass in How Not do Marketing Research, https://www.linkedin.com/pulse/creative-dividend-masterclass-everything-wrong-research-gilbert-bkckc/- I dati più solidi su questo tema sono ancora quelli di Les Binet e Peter Field, a partire da The Long and the Short of It, IPA 2013.

Alexander Fleming discovered penicillin by accident—or at least, that's the usual story. In reality, that serendipity was deliberately sought, by allowing some slides to become freely contaminated and then rigorously analyzing the consequences.Creativity often works this way: it has an element of unpredictability that must be accepted, but it can be governed when it occurs within a process.We discuss this with Erik Kessels, artist, curator, and designer, creative partner at the agency KesselsKramer, who last year entered the Hall of Legends of the Italian Art Directors Club.This episode is produced in partnership with ADCI, the Italian Art Directors Club.Sources:E. Kessels, Failed It! How to turn mistakes into ideas and other advice for successfully screwing up, Phaidon 2016.The story of Alexander Fleming is mainly taken from K. Lalchhandama, Reappraising Fleming's Snot and Mould, Science Vision, Volume 20, issue 1, pages 29-42, 31 March 2020.Fleming's life in his country home is recounted in Alexander Fleming's Country Home, https://eafa.org.uk/work/?id=1043537.Charlan Nemeth's experiments are described in S. Johnson, Where Good Ideas Come From. The Natural History of Innovation, Riverhead 2011.Paul Dyson's article on multiplicative factors is Top 10 Drivers of Advertising Profitability, Admap 2014. The most updated data is in The Drivers of Profitability, Thinkbox 2023, https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability.The analysis of System1 and Effie databases is in A. Tindall, The Creative Dividend. Advertising That Pays Back, 2026. A summary of criticisms of the book's methodological approach is in Daniel Gilbert's article, The "Most Important Advertising Thinking in 10 Years" is actually a Masterclass in How Not to do Marketing Research, https://www.linkedin.com/pulse/creative-dividend-masterclass-everything-wrong-research-gilbert-bkckc/.The most solid data on this topic are still those from Les Binet and Peter Field, starting with The Long and the Short of It, IPA 2013.

DescriptionYour media dashboard looks confident. Clicks up. Conversions tracked. Reach reported. But according to three years of evidence built on 1,265 global campaigns, that dashboard may be the single biggest obstacle standing between you and real business growth.Andrew Tindall is Chief Growth Officer at System1 and the author of The Creative Dividend, a landmark publication built on the Effie Awards global case library representing $139 billion in market share. His finding is blunt: the more short-term digital metrics you chase, the less profit and market share you report. Not because measurement is the problem, but because marketers have been measuring the wrong things and the platforms selling those metrics have every incentive to keep it that way.In this conversation, Marc and V dig into the data behind that claim: what Excess Share of Creativity (ESOC) actually measures and why it predicts profit growth exponentially, why all four dimensions of effective advertising: emotion, distinctiveness, showmanship, and consistency, are declining simultaneously, and why creator content outperformed TV as a builder of long-term brand demand in the research.If you've ever sat in a room where the digital dashboard was treated as gospel and felt something was off — this episode is the evidence you were looking for.Timestamps00:00: Introduction — The Wanamaker problem and why digital metrics created a vicious cycle11:35: Defending the research — methodology, the awards-database critique, and what the FE case library actually proves20:10: ESOC: Excess Share of Creativity — the new metric that pairs creative quality with media spend29:10: What marketers are actually measuring vs. what drives profit and market share35:50: The four creative qualities — emotion, distinctiveness, showmanship, consistency — and why all four are declining43:15: The non-negotiables — how to prioritise when budget is tight49:35: Super Touch Points and creators — why creator content beat TV for building future demand54:58: Closing — the one thing every marketer should take from The Creative DividendReferencesPrimary Source — Episode FocusTindall, A. (2026). The creative dividend: Advertising that pays back. System1 & Effie Worldwide. https://system1group.com/the-creative-dividendIPA Effectiveness ResearchBinet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising.Field, P. (2019). The crisis in creative effectiveness. Institute of Practitioners in Advertising. https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectivenessField, P. (2016). Selling creativity short. Institute of Practitioners in Advertising.System1 ResearchWood, O. (2019). Lemon: How the advertising brain turned sour. Institute of Practitioners in Advertising.Agency EconomicsFarmer, M. (2019). Madison Avenue manslaughter: An inside view of fee-cutting clients, profit-hungry owners and declining ad agencies (3rd ed.). Lioncrest Publishing.Referenced in Discussion (Contextual)Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux.

It's planners talking brands they've never worked on. I'm joined this month by John Kenny, CSO at Eversana Intouch and Ashley Williams, SVP, Experience Design at Spark Foundry, NYC. We're talking two iconic American brands. You can also watch this episode and see the creative work on our YouTube channel or website. Link below. Thanks to Tracksuit and System1 for making this series possible. www.onstrategyshowcase.com

Orchard Thieves has announced the launch of the Orchard Thieves Creator Marketplace to support emerging Irish creators through what the brand has called the 'Foxpack' – a creator platform built to explore a more culturally driven approach to brand collaboration. Developed in partnership with THINKHOUSE and powered by the agency's creator marketing capability, The Love Network, the Foxpack marks a shift away from traditional creator campaigns towards a scalable, structured and culturally embedded model of collaboration. The Foxpack builds on Orchard Thieves' Be More Fox brand platform – celebrating instinctive creativity, cultural awareness and the ability to spot the moments others miss. The Foxpack invites creators who embody this mindset: culturally sharp, creatively bold and plugged into the social moments shaping culture. From pre-drinks and house parties to festivals, the Foxpack will engage emerging Irish creators with paid opportunities, skill development, guidance on content production and brand partnerships. Moving beyond traditional influencer marketing, rather than working with the "same faces in the same ways", Orchard Thieves is building what it describes as a living community of emerging creators known as the Foxpack. For Orchard Thieves, the ambition is cultural relevance over superficial reach, prioritising authentic storytelling, real communities and creator relationships over polished ad-replication. Research from System1 shows that creator-led content consistently outperforms traditional brand advertising in driving attention and emotional engagement. Jim Geraghty, Marketing Manager at Orchard Thieves Cider said: "As the #1 GenZ cider brand, Orchard Thieves has always been a brand rooted in social culture and real shared moments. With the Foxpack, we're investing in authentic partnerships with emerging creators who shape culture, not just follow trends. It's about supporting new talent while building a more disruptive, future-focused approach to creator marketing." Dave Byrne, Head of Creative at THINKHOUSE said: "Orchard Thieves has always been a future focused brand, working with up and coming creators to deliver campaigns that really land with audiences. The Foxpack now gives us the chance to discover the next generation of creators and work with them to make content that connects with cider fans all over Ireland." The Foxpack has been designed as a scalable community enabling Orchard Thieves to collaborate with a diverse creator pool throughout the year. The launch will be supported by two hero brand ambassador creators, alongside a broader recruitment phase inviting emerging Irish talent to apply via a dedicated microsite. By expanding its creator network, Orchard Thieves is exploring new ways brands in Ireland can collaborate with the next generation of creative talent. Find out how to join The Foxpack today, visit: https://www.orchardthievescider.ie/join-the-foxpack See more stories here.

Research from System1 & Effie found that combining creative quality with media spend significantly accelerates business outcomes. System1's Andrew Tindall and Effie's Juliet Haygarth join WARC's David Tiltman to discuss the "Creative Dividend" study, which highlights the importance of integrating media and creative strategies for commercial growth. The "Creative Dividend" index measures creative efficiency, predicting 60.1% of business outcomes when combined with media spend. The study also identifies "super touch points" that effectively build brand effects and capture in-market revenue.

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.

In this episode, the "Godfather of Effectiveness" Peter Field joins the show to discuss why the pursuit of efficiency is making marketing less effective. He breaks down the "Triple Jeopardy" facing modern marketers: over-investing in the bottom of the funnel, producing dull rational creative, and purchasing low-attention media. Field provides an evidence-based case for why the industry must move away from CPM and toward "cost per attentive second" to drive real profitability.Key TakeawaysThe Triple Jeopardy: Effectiveness is being squeezed by three factors: a lack of brand investment, a decline in creative "magic," and the rise of low-attention media platforms.The 60% Waste: Choosing media based on low CPMs often results in zero attention, effectively wasting the majority of the investment.The One-Second Brand Fail: You cannot build brand memory or mental availability in one second.The Recession Playbook: Economic uncertainty is the best time to "go long" as media costs for brand building decrease, providing a massive competitive advantage for the recovery.The CFO Dialogue: Use evidence and case studies to prove that brand health is the primary driver of conversion efficiency.Guest BioPeter Field is a world-renowned marketing consultant and researcher. He is the co-author of several seminal works on marketing effectiveness, including The Long and Short of It and The Five Principles of Growth in B2B Marketing.Peter Field on LinkedInTimestamps00:04 – The Rant: Stop buying on CPM.04:11 – Defining the Triple Jeopardy of Media.08:44 – Why "going short" in a recession is the riskiest move.15:30 – The "Science-ification" of creative and why it's failing.22:07 – Why CPM is a "bad drug."31:15 – The difference between "Active" and "Passive" attention.42:10 – How to talk to your CFO about brand investment.51:21 – Closing thoughts: Fixing the number one problem in media.Reference LinksBinet, L., & Field, P. (2013). The Long and the Short of It: Balancing Short and Long-Term Marketing Strategies. Institute of Practitioners in Advertising.Field, P. (2024). The Cost of Dull: How boring advertising is costing brands billions. eatbigfish & System1.Field, P., & Binet, L. (2021). The 5 Principles of Growth in B2B Marketing. LinkedIn B2B Institute.Field, P., & Nelson-Field, K. (2022). The Triple Jeopardy of Attention. Amplified Intelligence.Trading Economics. (2026). Canada Consumer Confidence Index. Retrieved from https://tradingeconomics.com/canada/consumer-confidence

It's planners talking brands they've never worked on. I'm joined this month by Emily Garvey, Head of Strategy at Zulu Alpha Kilo, NYC, and Caitlin Cody, EVP, Group Strategy Director at BBDO, Chicago. As always, balancing our opinions with facts are Tracksuit's Matthew Herbert and System1's Vanessa Chin. 

The Effies and System1 have released The Creative Dividend. The book introduces tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth. I talk with Effie CEO, Traci Alford, Effie CMO, Juliet Haygarth and System1 SVP, Andrew Tindall. Learn how to download the book for free.

Send a textYou have two completely different thinking systems in your head. Most of the time, you don't even know which one is in control. System 1: Fast, emotional, automatic, always on System 2: Slow, logical, deliberate, requires effort Here's the problem: System 1 makes most of your decisions in 0.3 seconds. Then System 2 creates a story to justify it. You THINK you're being rational. But you're not. In this episode, I break down how these two systems work—and why System 1 hijacks your decisions before System 2 even shows up. Real story from my NYPD days: Standing in a doorway at 2am, domestic disturbance call. Brain 1 said, "Threat. Draw weapon." Brain 2 said "Wait. Look closer. This is a crisis, not aggression." Switching systems changed the outcome. You'll learn: The 4 massive blindspots of System 1 thinking (why propaganda works, why you're terrible at probability, why you want the donut NOW) Why hiring managers decide in 10 seconds then spend the rest of the interview confirming their bias How to recognize which system you're in (certainty without analysis = System 1) 5 strategies to activate System 2 when it matters (pause, name emotions, ask questions, pre-commit, change environment) When you NEED System 1 (emergencies, performance) vs when you NEED System 2 (strategy, hiring, complex decisions) CRITICAL INSIGHT: The skill isn't "always use System 2." The skill is recognizing which system you're in and which system you need—then making the shift.Please sign up. I have additional resources and behind-the-scenes in my $10-a-month subscription, but there are a lot of resources in the free one, so please, please sign up #CognitiveScience #BehavioralPsychology #Leadership #DanielKahneman #ThinkingFastAndSlow Support the showJoin My Substack for more content: maaponte.substack.com

We explore how real decisions start in the primal brain and how neuromarketing turns that insight into practical steps to capture, convince, and close. Patrick Rénvoisé shares the six stimuli, the Neuromap method, and how to sell with contrast, proof, and story in a world shaped by AI and deepfakes.• defining neuromarketing and the brain's buy button• six stimuli that drive attention and action• the four steps: diagnose, differentiate, demonstrate, deliver• financial, strategic and personal value with proofs• visuals, props and seven‑second stories• memory design: strong openings and endings• good friction early, ease at decision• AI agents, deepfakes and trust building• examples from Apple and service guarantees• website first view: show the pain and the reliefEver wonder why a rock‑solid value prop still gets a lukewarm yes? We go straight to the source—the brain—and unpack how decisions really happen. Patrick Rénvoise, co‑founder of SalesBrain (and architect of the award‑winning Neuromap) joins us to break down the biological buy button and the exact steps to reach it without gimmicks or hype.We dig into the six primal stimuli that cut through noise—personal, contrastable, tangible, memorable, visual, emotional—and show how to turn them into actions your team can use today. Patrick walks us through a four‑step persuasion method: diagnose the pain your buyer actually feels, differentiate with an “only” claim, demonstrate the gain with numbers and risk‑reversal, and deliver the story that the primal brain can grasp in seven seconds. Along the way, we map value into three buckets—financial, strategic, and personal—and pair each with the right proof, from customer cases to demonstrations that make promises real.The conversation stretches beyond tactics. We examine mirror neurons and authentic empathy in sales, why fairness can override economic sense in negotiations, and how to design “good friction” that encodes memory before you remove barriers to buy. We also confront the agentic AI era and deepfakes: if seeing isn't believing and algorithms don't feel, how do we build trust and make messages stick? Expect concrete examples, from Domino's guarantees to Apple's evolving story, plus website advice you can deploy immediately—lead with pain and the contrast of relief so your offer lands fast.Patrick Renvoise: https://www.linkedin.com/in/patrickrenvoise/Patrick Renvoisé, the Co-Founder and Chief Neuromarketing Officer of SalesBrain, the world's first neuromarketing agency. Having trained over 200,000 executives worldwide, Patrick helps companies scientifically capture, convince, and close more business by targeting the true decision-maker: the brain.  Patrick is the architect of the NeuroMap™, an award-winning model of persuasion based on the "Primal Brain" (or System 1) discovered by Nobel Laureate Daniel Kahneman. Before pioneering the field of Neuromarketing, he managed multi-million dollar supercomputer transactions at Silicon Graphics and LinuxCare, closing complex deals in excess of $100 million. Patrick holds a Master's in Computer Science from the National Institute of Applied Sciences in Lyon.Website: https://www.position2.com/podcast/Rajiv Parikh: https://www.linkedin.com/in/rajivparikh/Sandeep Parikh: https://www.instagram.com/sandeepparikh/Email us with any feedback for the show: sparkofages.podcast@position2.com

Super Bowl ads cost ~$8M for 30 seconds. So what separates a legendary “Super Ad” from an expensive shrug?In this episode of The Sleeping Barber Podcast, Mark and Vassilis welcome back Vanessa Chin from System1 to break down what actually drives impact when the stakes are highest.You'll learn how System1 measures emotion and brand recognition (Star, Spike, and Fluency ratings), why “more you feel, more you buy,” and how brands can avoid the Super Bowl trap: making something people love… but can't attribute to the advertiser.Together, you'll unpack four winning patterns behind the best Super Bowl work:Classic storytelling (tension + resolution)Distinctive brand assets (and why “7 brand codes” matters)Humor as the highest-performing emotionCultural references that celebrate vs. exploitIf you're watching the game for the ads (or running campaigns all year long), this one's a masterclass in making creative that's not just entertaining — but commercially effective.Enjoy the show!Key Takeaways:Super Bowl ads cost about $8 million for 30 seconds.Emotion is the best predictor of consumer behavior.Storytelling is crucial for effective advertising.Brands should use at least seven distinctive assets in ads.Humor drives positive emotional responses in ads.Cultural references can enhance emotional engagement.Consistency in branding is key for recognition.You don't need a celebrity to create a successful ad.Understanding your audience's emotions is vital.Dissecting ads can improve future marketing strategies.Timestamps / Chapters00:00 - Introduction to Super Bowl Ads02:28 - Understanding Ad Effectiveness Metrics05:25 - The Power of Storytelling in Ads10:47 - Brand Recognition and Consistency17:11 - The Role of Humor in Advertising23:03 - Cultural References in Advertising30:05 - Key Takeaways for Marketers

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.

Katie and Kyle head to "Summer School" for the most math-heavy episode in the archives. We analyze the foundational algorithm that started it all and the specific failure that forced TRG to invent it.Inside the Audit:The Math: Deconstructing "TRG Wagering System Number One" (a progressive/regressive hybrid) and why flat betting is just a Sheldon Cooper gift exchange.The Wisdom: The "Cash Out" free play hack and the story of TRG's embarrassing "Walk of Shame" after an unexpected jackpot.The Travel: A "Eureka" moment with the discovery of the MyChoice network and the birth of the National Strategy.The Lore: The "Floppy Disk" job—how feeding data into a computer led to reading 20 feet of gambling books.The engine is stable, and the logic is verified. Welcome to The Advantage Playback.

It's planners talking brands they've never worked on. I'm joined this month by Kate Rush Sheehy, CSO at GSD&M and Brendon Volpe, CSO at UM NYC. We're talking about the latest work from Burberry and Johnnie Walker. Thanks to Tracksuit and System1 for making this series possible. 

We're joined by Helene Dick, Head of Strategy at Special LA and Tom Kenny, CSO at Courage in Toronto. We discuss new work from The Ordinary and Mother's campaign for Claude AI. Thanks to Tracksuit and System1 for supporting this series.

The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube's dominance in video podcasts, and why Netflix's broad familiarity.Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challengers including Monzo, Revolut and Wise. Tracksuit data shows Barclays' awareness remains high at 89%, but consideration and investigation are slipping — especially among 18–34s — as Monzo builds strength through simplicity, transparency and real-time product features. The team unpack why refer-a-friend programmes, user experience, and “is for people like me” perceptions are shifting the category.The third story looks at Movember and Rebel Sport in Australia, exploring how both brands use emotional connection, identity and community to drive engagement. With Rebel's awareness falling from 79% to 75% and usage also declining, the team discusses why emotional relevance matters, how Rebel's “Town Without Sport” campaign reframes sport as cultural belonging, and how Movember has evolved into a global identity brand around men's wellbeing and shared participation through the iconic moustache.The episode closes with a debate about Coca-Cola's AI-generated Christmas ad, the role of distinctive brand assets, and whether AI is truly “pushing the boundaries of creativity” or simply versioning existing ideas. Conor challenges Coke's framing, while Dan and Jasper discuss industry reactions, production choices and early System1 results from this year's work.Whether you're a brand leader, strategist, or marketer working across multiple markets, this month's Singles offers grounded data, clear examples, and practical discussions shaped by Tracksuit's real-time brand metrics. Hosted on Acast. See acast.com/privacy for more information.

Außerdem: Richtig Entscheiden - Gut überlegt oder besser aus dem Bauch? (15:28) // Mehr spannende Themen wissenschaftlich eingeordnet findet Ihr hier: www.quarks.de // Habt Ihr Feedback, Anregungen oder Fragen, die wir wissenschaftlich einordnen sollen? Dann meldet Euch über Whatsapp oder Signal unter 0162 344 86 48 oder per Mail: quarksdaily@wdr.de. Von Sebastian Sonntag.

Johan och Roger träffas i höstmörkret för att prata om de tunga ämnena i livet. Eller?  Vi pratar om novembers inverkan på måendet, framför allt Rogers då han var aktiv, om känslan av att tycka synd om mig själv.  Vi diskuterar kopplingen mellan situation, tanke, känsla, handling och hamnar raskt i system 1 vs system 2 (Kahnemann) och hur vi agerar när vi låter det undermedvetna härja fritt. (Det går sällan bra).  Vi avslutar med att konstatera att det kanske inte var så deppigt med november ändå, utan att det beror helt på hur man ser på det. Vilken tur!  Kram och trevlig helg kära lyssnare! 

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:

Craig Brommers, CMO of American Eagle, joins us to go behind the scenes of one of the most talked-about campaigns of the year; Sydney Sweeney for American Eagle. Craig reveals what really happened, why the brand partnered with Sydney, and how they handled the extreme social-media reaction. We discuss the data behind the campaign's success, the decision to pause before responding, and what the advertising press got wrong. Craig also shares lessons in brand leadership, navigating public scrutiny, and what it takes to be a successful CMO in 2025.Timestamps00:00 - Intro00:35 - The Travis Kelce x American Eagle collaboration01:51 - Why American Eagle partnered with Sydney Sweeney03:21 - Did American Eagle know the campaign was going to explode on social media04:24 - What caused the extreme reaction to the campaign?06:08 - The System1 scores for the Sydney Sweeney x American Eagle campaign08:11 - How did it feel seeing the campaign come under so much scrutiny?11:50 - Choosing to pause instead of reacting immediately13:41 - Dealing with the personal side of some of the comments15:09 - The actual results of the Sydney Sweeney campaign16:51 - The reaction vs the media buy - what was the impact?18:11 - When Jon almost closed the London Underground with Amaretto20:53 - Did the advertising press get it wrong about the American Eagle campaign?22:14 - Craig's advice for other marketers facing a crisis27:15 - Will American Eagle continue to work with Sydney Sweeney?28:31 - Are we entering a “Jeans Wars” era?29:40 - The product strategy for American Eagle30:51 - How important are celebrity endorsements in Fashion31:45 - What are the elements for success for American Eagle33:26 - 3 things that make a successful CMO in 202539:56 - What does a successful CMO look like?40:44 - The one thing to remember from this conversation

There's a lot of marketing effectiveness research out there. Binet and Field. Byron Sharp. Jenni Romaniuk. The Ehrenberg-Bass Institute. Karen Nelson-Field. Peter Field. System1. The Effies and the IPA databank. If you're trying to absorb all of this while doing your actual job, it's overwhelming.So we're making it simple: Eight fundamentals. These aren't tactics or channels. They're the underlying truths that emerge when you look at decades of research across thousands of brands, dozens of categories, and 50+ countries.In this episode, V and Marc break down:Strong Force vs. Weak Force - Why only 5% of buyers are ready to purchase right now, and why you need to build memory with the other 95%Growth Comes From Reach, Not Loyalty - Why big brands aren't more loved, they're just more boughtEasy to Mind, Easy to Find - Mental and physical availability: being thought of and being findableBothism: Balance Short & Long - Why you need both brand building (60%) and sales activation (40%)Creativity & Emotion Multiply Effectiveness - Why emotional campaigns are 11x more effective than rational onesFame & Consistency Build Memory - Why you should stop rebranding and commit to distinctive assets for decadesMaking Promises & Building Trust - Why your entire organization needs to deliver on what marketing promisesInvestment Drives Return - Why share of voice predicts share of marketThe pattern across all eight? They require playing a longer game than most marketers are willing to play. Time and consistency win. These are the laws of gravity for marketing—you can ignore them, but they're still operating.Whether you're in B2B or consumer, whether you're a CMO or running a small marketing team, these fundamentals apply. The question isn't "Do these apply to my business?" It's "How do I apply these to my specific context?"Chapters00:00 - Introduction & Overview"We took 39 sources... synthesized it all into eight fundamental principles"01:04 - Episode OpeningV and Marc introduce the episode and explain what fundamentals mean03:36 - List of 8 FundamentalsQuick overview of all eight principles04:36 - Fundamental #1: Strong Force vs. Weak ForceHow advertising actually works - the 5/95 rule11:46 - Fundamental #2: Growth Comes From Reach, Not LoyaltyWhy penetration beats retention19:06 - Fundamental #3: Easy to Mind, Easy to FindMental and physical availability27:45 - Fundamental #4: Bothism - Balance Short & LongThe 60/40 split and why you need both38:03 - Fundamental #5: Creativity & Emotion Multiply EffectivenessWhy emotional campaigns are 11x more effective46:31 - Fundamental #6: Fame & Consistency Build MemoryDistinctive assets and the danger of rebranding54:14 - Fundamental #7: Making Promises & Building TrustWhy your whole organization owns the brand promise01:00:11 - Fundamental #8: Investment Drives ReturnShare of voice predicts share of market01:08:22 - Synthesis & Wrap-UpThe pattern across all 8: Time and...

It's planners talking brands they've never worked on. This month, guest panelists Dan Ng, CSO at Johannes Leonardo, NYC and Steve Walls, CSO at Moon Rabbit join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

ชมวิดีโอ EP นี้ใน YouTube เพื่อประสบการณ์การรับชมที่ดีที่สุด https://youtu.be/DPndqJMeG88 เคยไหม… เวลาความคิดในหัวตีกันเอง สัญชาตญาณเร่งให้เลือกทางหนึ่ง แต่เหตุผลกลับฉุดเราไปอีกทาง Human-ศาสตร์ เอพิโสดนี้ จะพาคุณเปิดประตูสู่ ‘สมองสองโหมด' จากแนวคิดกว่า 1,000 ปี สู่ทฤษฎีทางวิทยาศาสตร์สมัยใหม่ เพื่อหาคำตอบว่า ทำไมทุกการตัดสินใจของมนุษย์…ไม่เคยง่าย ดำเนินรายการโดย หมอเอ้ว-ชัชพล เกียรติขจรธาดา และ ปลายฝน-ภัทรสุดา บุญญศรี

It's planners talking brands they've never worked on. This month, guest panelists Lachlan Badenoch, CSO at Carmichael Lynch and Kelsey Karson EVP, Head of Strategy at Tombras, join our regular panel of misfits. Thanks to System1 and Tracksuit for making this series possible.

Founded in 2016, Highdive has produced Super Bowl work for Lays, Jeep, State Farm, Rocket, MSC Cruises, BetMGM and more. Mark Gross, Co-Founder and Chief Creative Officer, Erin Wong, Group Strategy Director and Vanessa Chin of System1 join me. 

00:00:25 Welcome to Social Skills Coaching00:00:37 Our featured book today is Practical Intelligence00:05:05 Two Systems of Thought00:08:25 Skepticism and critical thinking00:16:30 TakeawaysPractical Intelligence: How to Think Critically, Deconstruct Situations, Analyze Deeply, and Never Be Fooled By Patrick KingHear it Here - https://bit.ly/practicalintelligencekinghttps://www.amazon.com/dp/B08263KGHKNeuroscience-proven guidelines to think, act, and become smarter ASAP. It's not what you know, it's how you think.You've been fooled before. You've missed things. You've been slow on the uptake and others have passed you by. Radically transform your thinking for both speed AND accuracy.Think quickly on your feet to solve problems, overcome obstacles, and win arguments.Practical Intelligence is not a common “think smarter” book. No, it starts from biological bases of analytical thinking, and how we can re-program ourselves for deep insight. This book provides real, actionable tool after tool, because smart thinking is all about HOW, and not why or what. The bottom line is that you'll be able to apply this book's thinking models immediately, until they become habit.Better decision-making, smarter reasoning, and greater mental clarity.Patrick King is an internationally bestselling author. He has sold over a million books. His writing draws of a variety of sources, from research, academic experience, coaching, and real life experience.Learn to ask the intelligent questions, draw insight, and analyze situations.•How the body and brain must work together for quick thinking.•What it truly means to think deeply and analyze.•How to think about your thinking, and the obstacles that short circuit your good intentions.Science-based techniques to train your brain for optimal performance.•Mental models for optimal decision-making.•How to train your brain for speed.•Tips for divergent and creative thinking - generating ideas.Never get fooled again and find the truth in situations quickly.At first glance, most things seem fine. And maybe ignorance is bliss. But to think clearly, deeply, quickly, and effectively - you'll discover just how much of your life you have been missing, for better or worse.This is the fourth book in the “Clear Thinking and Fast Action” series as listed below:1. The Science of Getting Started: How to Beat Procrastination, Summon Productivity, and Stop Self-Sabotage2. The Art of Clear Thinking: Mental Models for Better Reasoning, Judgment, Analysis, and Learning. Upgrade Your Intellectual Toolkit.3. 10-Minute Philosophy: From Buddhism to Stoicism, Confucius and Aristotle - Bite-Sized Wisdom From Some of History's Greatest Thinkers4. Practical Intelligence: How to Think Critically, Deconstruct Situations, Analyze Deeply, and Never Be Fooled5. Learn To Think Using Thought Experiments: How to Expand Your Mental Horizons, Understand Metacognition, Improve Your Curiosity, and Think Like a Philosopher6. Take Rapid Action: Get Productive, Motivated, & Energized; Stop Overthinking & Procrastinating7. Relentless Focus: 27 Small Tweaks to Beat Procrastination, Skyrocket Productivity, Outsmart Distractions, & Do More in Less Time.

Planners talking about brands they've never worked on. This month we talk Travel (Icelandic Tourism & City of Oslo) and Telco (Telstra & the U.S. big three.) Our guest planners are Caleb Smith of W+K, NYC and Rachael Stets of MullenLowe, London. Thanks to System1 and Tracksuit for making this series possible.

Planners talk about brands they've never worked on. Joining our panel of misfits this month are Julian Morgan, Head of Strategy at Rethink and Rachel Pool, Head of Strategy at Ogilvy, NYC. We talk Uber Eats and Corona. Thanks to Tracksuit and System1 for supporting this series.

Many parents operate in a constant state of low-grade urgency; and it's not just in your head. In this episode with Dr. Blossom, we unpack how the default parent role reshapes your nervous system, leaving your body stuck in a state of chronic anticipation. You'll walk away with a clearer understanding of what's happening biologically, and how to finally come down. Contact: hello@drjenniferblossom.com  IG: @drjenniferblossom  THE SECOND BLOOM JOURNAL

¿iOS 26? ¿En serio, Apple? Mark Gurman acaba de revelar que Apple planea saltar directamente a iOS 26, abandonando la numeración tradicional por un sistema basado en años. Pero, ¿es esto realmente revolucionario o simplemente el próximo capítulo en 48 años de cambios constantes de naming? En este episodio hacemos un recorrido exhaustivo por la historia completa del naming de Apple, desde el Apple I de 1976 hasta el presente. Descubrirás por qué Apple III fue un fracaso que cambió todo, cómo System Software se convirtió en Mac OS por culpa de los clones, por qué se quedaron sin nombres de felinos, y las verdaderas razones detrás de cada cambio de estrategia. Analizamos también el caos del naming del hardware: Power Macintosh, iMac, PowerBook, MacBook, y por supuesto, la montaña rusa numerológica del iPhone que nos llevó del iPhone 8 al iPhone X saltándose el 9, para luego volver a los números con el 11, 12, 13... hasta llegar al actual iPhone 16e. ¿Es iOS 26 una evolución natural o simplemente otro experimento más en la larga historia de inconsistencias de Apple? Te damos todos los datos históricos para que seas tú quien saque las conclusiones.

19KEYS.COM/Money to sign up for the mind right money right challenge today!

Ron, of Ronko Enterprises, mistakenly thinks that you need a satellite antennae when you pray so that God can hear you. Two old hecklers in the audience set the record straight! We live in the presence of God when we are His children. “But as many as received Him, to them He gave the right to become children of God...” John 1:12 PoP1 #kids, #christiankids, #bedtimestoriesforkids, #storiesforchristiankids, #biblelessonsforkids, #godhearsmewhenipray, #prayer, #believeandreceive, #believeonjesus, #fishbytesforkids, #fishbytes4kids, #fishbitesforkids, #fishbites4kids, #ronandcarriewebb, #roncarriewebb

// GUEST //X: ⁠https://x.com/satmojoe⁠What's the Problem? X: ⁠https://x.com/SatsVsFiat⁠Website: ⁠https://www.satsvsfiat.com/⁠ // SPONSORS //The Farm at Okefenokee: ⁠https://okefarm.com/⁠iCoin: ⁠https://icointechnology.com/breedlove⁠Heart and Soil Supplements (use discount code BREEDLOVE): ⁠https://heartandsoil.co/⁠In Wolf's Clothing: ⁠https://wolfnyc.com/⁠Blockware Solutions: ⁠https://mining.blockwaresolutions.com/breedlove⁠On Ramp: ⁠https://onrampbitcoin.com/?grsf=breedlove⁠Mindlab Pro: ⁠https://www.mindlabpro.com/breedlove⁠Coinbits: ⁠https://coinbits.app/breedlove⁠ // PRODUCTS I ENDORSE //Protect your mobile phone from SIM swap attacks: ⁠https://www.efani.com/breedlove⁠Noble Protein (discount code BREEDLOVE for 15% off): ⁠https://nobleorigins.com/⁠Lineage Provisions (use discount code BREEDLOVE): ⁠https://lineageprovisions.com/?ref=breedlove_22⁠Colorado Craft Beef (use discount code BREEDLOVE): ⁠https://coloradocraftbeef.com/⁠ // SUBSCRIBE TO THE CLIPS CHANNEL //⁠https://www.youtube.com/@robertbreedloveclips2996/videos⁠ // OUTLINE //0:00 - WiM Episode Trailer1:12 - “What's the Problem?”10:04 - The Pernicious Cycle of Keynesian Systems26:15 - Breaking Out of the Fiat World28:41 - The Farm at Okefenokee30:00 - iCoin Bitcoin Wallet31:32 - Bitcoiner Openness, Disagreeability, and Humility32:46 - Many Problems are Downstream of Broken Money35:41 - Explaining Bitcoin to the Layperson40:07 - Money Printing Enables Theft to Fund War47:07 - Heart and Soil Supplements48:07 - Helping Lightning Startups with In Wolf's Clothing49:01 - All Government Spending is Capital Misallocation58:00 - Fight the System or Defund the System1:04:00 - Ikigai and What Individual Bitcoiners Can Do1:16:28 - Mine Bitcoin with Blockware Solutions1:17:47 - OnRamp Bitcoin Custody1:19:10 - Personality Dispositions of Bitcoiners and Broader Inclusion1:27:47 - Elon Musk and Business Bitcoin Adoption1:34:32 - Bitcoin Adoption is a Positive Feedback Loop1:42:05 - Mind Lab Pro Supplements1:43:13 - Buy Bitcoin with Coinbits1:44:41 - Physics, Inference, and Bitcoin1:52:05 - Joe Bryan's Orange-Pill Paradigm Shift1:58:41 - Financial and Linguistic Liberation2:00:51 - The Inevitability of Bitcoin?2:03:55 - Reactions to “What's the Problem?” “What's the Problem?”2:15:12 - Introduction
2:16:45 – The Problems We All Face
2:17:32 – The Island: A Story of Two Sides
2:21:06 – A Free Market with Perfect Money
2:24:18 – The Government Arrives…
2:26:37 – Manipulation of the Money Supply
2:35:12 – An Ever-Growing Crisis
2:38:48 – The Inevitable Collapse of Government Money
2:45:52 – The Real World Problems with our Money
2:51:09 – What's the Solution? Bitcoin
2:52:57 – How to Learn More about Bitcoin and Stay in Touch // PODCAST //Podcast Website: ⁠https://whatismoneypodcast.com/⁠Apple Podcast: ⁠https://podcasts.apple.com/us/podcast/the-what-is-money-show/id1541404400⁠Spotify: ⁠https://open.spotify.com/show/25LPvm8EewBGyfQQ1abIsE⁠RSS Feed: ⁠https://feeds.simplecast.com/MLdpYXYI⁠ // SUPPORT THIS CHANNEL //Bitcoin: 3D1gfxKZKMtfWaD1bkwiR6JsDzu6e9bZQ7Sats via Strike: ⁠https://strike.me/breedlove22⁠Dollars via Paypal: ⁠https://www.paypal.com/paypalme/RBreedlove⁠Dollars via Venmo: ⁠https://account.venmo.com/u/Robert-Breedlove-2⁠ // SOCIAL //Breedlove X: ⁠https://x.com/Breedlove22⁠WiM? X: ⁠https://x.com/WhatisMoneyShow⁠Linkedin: ⁠https://www.linkedin.com/in/breedlove22/⁠Instagram: ⁠https://www.instagram.com/breedlove_22/⁠TikTok: ⁠https://www.tiktok.com/@breedlove22⁠Substack: ⁠https://breedlove22.substack.com/⁠All My Current Work: ⁠https://linktr.ee/robertbreedlove