That's What I Call Marketing: Recent Episodes
Conor Byrne
Welcome to That's What I Call Marketing with Conor Byrne, a brand new podcast all about the world of marketing. Episodes released bi-weekly.
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A bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.
I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City Chiefs took to the stage and I was able to chat to Lara before she took to the stage about her role as CMO with one of the most successful franchises in the NFL.
I took some time out to catch up with some of the Young Lions, Lorna Tutty joined me with some good news about how she is getting on and then Alexandra Jakljusina & Tyla Nofal came straight out of their presentation to give me the low down. I was able to catch up Jamie Fulham and Lorna Begley of Diageo, they have won 2 Silver Lions with Baileys Sound Scales.
Finally I rounded out the day at the creators terrace to hear from Marc Hustvedt President of Mr.Beast in conversation with X CEO Linda Yaccarino and managed to track down one of my favourite brands, E.L.F Beauty, where I got to say hi to Kory M again and hear from Patrick O'Keeffe.
So another jam packed day at Cannes, the final round up will come out tomorrow and then I will be releasing episodes I have recorded at the festival throughout the summer months, so lots of great interviews coming your way with the likes of Karandeep Kapnay of Duolingo, Mark Ritson, Karen Nelson-Field, Jon Lombardo & Peter Weinberg, Gerry D'Angelo and many many more.
Thanks to Freedman International for their support.
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Day 3 of Cannes is over, well for me, most other people seem to be at parties! Another big day so much going on, and today's daily round up aims to catch you up on all that has happened.
First up is a review of the main stage interview with Elon Musk by Mark Reed of WPP. Mark pulled no punches and it was a really engaging conversation. Colin Lewis joins me to talk about his session and also talks about Grainne Wafers session talking about reimagining Guinness.
There was a session at the RTL Ad Alliance beach where I caught up with Diana Flutur, Léoda Esteve, Managing Director, Marcel Worldwide & Sasan Saeidi
Global Chief Business Officer, VML And I also got to catch up with Marisa Nelson, EVP Marketing & Communications at Equativ to talk about what she has been hearing and seeing at Cannes this week.
I recorded an episode with Jimmy Knowles of Canva, and of course today I had the pleasure of recording an episode with Mauro Porcini of Pepsico, what an amazing experience. They will be out in the coming weeks.
brought to you by Freedman International
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Day Two of Cannes Lions 2024 is over and once again I caught up with Colin Lewis to bring you the low down from the festival, from the themes, to the talks we saw, to people we spoke to, this is the round up you need to keep up to date.
Colin shares his experiences from delivering a keynote speech and Conor shares the interactions with industry leaders and exploring innovative work on display. The discussions cover key themes including AI's role in advertising, the intersection of technology and creativity, and insights from various sessions featuring prominent figures like Queen Latifah and Sinead Burke. The importance of social media in modern viewing habits and the fascinating debates from RTL sessions.
I catch up with Charley Stoney of IAPI at the Irish Lunch and the episode features interviews with various attendees who discuss their own experiences, the significance of AI in their work, and their excitement about upcoming events at the festival.
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The Cannes Lions Festival of Creativity started today with a full day of events in the Palais and across the rest of Cannes, every beach, coffee shop, hotel and villa was host to multiple events. It is hard to keep up with everything that is going on so this daily round up aims to capture some of the big themes and topics from across all the content.
Topics range from the restructuring of marketing teams by Colgate's CMO, partnerships between major retail media networks and tech giants, discussions on 'Jobs to be Done' philosophy and again the role of AI in marketing. We also discuss the Lifelong Learning Session that featured Dr. Marcus Collins, Karen Nelson-Field PhD & James Hurman and some of the topics discussed during that session.
And of course awards were announced today and there was a notable win for Publicis Dublin, THINKHOUSE and Heinken with Pub Museum achieving a Gold Lions.
To cover it all I am joined by Colin Lewis, David Tiltman SVP of content at WARC and Yakira Young Content Manager at AdMonsters gave us her perspective from day one of the festival.
Stay tuned to That's What I Call Marketing all week for updates:
🌐 Website: www.thatswhaticallmarketing.com
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The Cannes Lions Festival 2024 is yet to start so today's round up is a preview of what is to come at the festival this year. In this episode I am joined by Colin Lewis who will be a speaker at this years festival and will join me on these daily updates. I am also joined by CarineJean-Jean
VP Brand & Communications of RTL ad alliance. RTL are at the festival for the first time and are the only "legacy" media with a presence on the beach, and they have some line up. Tune in all week for updates and news live from the festival.
Thanks to Freedman International for their support of the Cannes Sessions.
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Welcome to the second episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode Two of this 3 part series, host Conor Byrne meets Claire O’Grady, Micheal Brennan and Aidan McLaughlin.
The episode delves into the shift from traditional PR to a more integrated approach with the guests discussing how agencies are collaborating more closely with clients and how understanding client businesses deeply is a key factors in achieving better creative outcomes. The conversation moves to the importance of creativity within constraints and how structured processes can actually foster more innovative ideas.
The role of creativity in unexpected areas, like search, is explored with great examples from the guests on how to think creatively across all elements of a campaign - down to search. The episode covers strategies for navigating the attention economy, focusing on capturing and retaining consumer attention in a fragmented media landscape. The guests share examples of successful reactive campaigns and the role of digital PR in modern marketing. They emphasise the need for businesses to stay attuned to cultural shifts and be prepared to act quickly and authentically.
00:27 Series Introduction: Building a Legacy
01:04 Meet the Guests: Claire, Aidan, and Michal
02:40 Evolving Roles in Marketing and Communications
07:22 The Importance of Relationships and Collaboration
14:46 Creativity and Constraints
16:27 The Role of Search in Creativity
22:13 Curiosity and Bravery in Marketing
24:31 Campaign Success and Creative Effectiveness
26:36 Client-Agency Relationships and Information Sharing
28:17 Fostering Creativity and Team Collaboration
30:51 Handling Feedback and Criticism in Creative Work
32:31 Rapid Response and Embracing Culture in PR
40:34 The Role of Technology in Enhancing Creativity
47:36 Concluding Thoughts and Book Recommendation
Meet the Guests:
- Claire Grady: With over 18 years of experience delivering award-winning campaigns for brands like BT, Pampers, and Eddie Rockets, Ciara is the Director of Creativity and Strategy at Legacy Communications.
- Aidan McLaughlin: Aidan brings a wealth of knowledge from both agency and client-side roles, focusing on storytelling and large-scale cross-platform communications.
- Micheal Brennan: The Head of Search at Legacy Communications, Micheal sheds light on the surprising role of search in creativity.
Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns
https://www.thatswhaticallmarketing.com/
https://legacycommunications.com/
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The Mindless Marketer Series is back. The second episode of the series, Marc Binkley & Vassilis Douros of the Sleeping Barber Podcast, covers hot marketing topics of today. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!
00:00 - Introduction
01:19 - Convince Your C-Suite: The Real Impact of Creativity
07:30 - The Evolution and Challenges of the CMO Role
11:47 - The Creative Brief
11:50 - Data-Driven Marketing: A Double-Edged Sword
17:50 - NEW SEGMENT - This or That!
18:45 - Campaign Pre-testing
26:13 - Does Creative Inform Media, or Media Inform Creative
33:03 - Differentiation vs. Distinctiveness
Get in touch with the hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Conor Byrne:https://www.linkedin.com/in/conorbyrne/
Check out the Sleeping Barber Podcast here https://www.sleepingbarber.ca/
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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Listen to all episodes here
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Join us as we delve into the top marketing insights of May 2024, featuring pretesting debates, expert opinions, and the latest ad campaigns. From Tango's new ad which leans into their quirky heritage to McDonald's mental health initiative, and Bumble's controversial campaign, we cover it all. We also discuss the evolving role of AI in marketing, retail media trends, and Google's latest AI-driven search enhancements. Plus, tune in for a special segment on pre-testing, improving sales-marketing relationships and insights from top CMOs. Don't miss out on this comprehensive roundup of the marketing world's leading stories!
00:24 Debate on Pretesting in Marketing
04:09 Professor Galloway's Insights
05:55 Tango's New Campaign
06:45 State of Sales and Marketing Relationship
09:21 Apple's Controversial Ad
10:31 McDonald's Mental Health Campaign
11:49 Bumble's Ad Campaign Backlash
13:32 Tesco's Retail Media Expansion
15:19 Google's AI-Powered Search Changes
16:00 Expressway's Entertaining Ad
16:39 Scarlett Johansson vs. OpenAI
18:05 Innocent's CMO Role Change
19:17 Keelings' Fun Advertising
20:48 Monzo's New Campaign
21:45 Canva's Product Launch Rap
23:06 Kerry Foods' Dairy and Oat Fusion
23:41 OpenAI's AI Safety Concerns
24:44 Boots' Summer Campaign
25:25 Political Marketing with Barry Andrews
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Welcome to the first episode of "Building a Legacy," a new three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode One of this 3 part series, host Conor Byrne sits down with Bernard Brogan and Kevin Moore, of Legacy Communications, to share the fascinating journey of their agency from its inception to becoming a renowned name in the industry.
Bernard Brogan, a Dublin football legend with a background in accountancy and business management, and Kevin Moore, a seasoned PR professional with a history in high-profile campaigns, bring their unique perspectives and experiences to the table. Together, they discuss the importance of storytelling, creativity, and strategic thinking in building and maintaining a successful agency.
Starting with the origin story of Legacy Communications, Bernard and Kevin recount their early days of working without wages, setting up a small office, and the challenges they faced. They highlight key moments and client wins that propelled their agency forward, including securing significant partnerships with AIG, Volkswagen, and Littlewoods Ireland.
The conversation delves into the operational challenges of running a fast-growing agency, the importance of culture and values, focusing on the core principles: Be Brave, Be Sound, and Be Curious. .
As they look to the future, Bernard and Kevin share their plans for international expansion and the strategic moves they're making to stay ahead in the digital age. Join us for this inspiring episode filled with personal anecdotes, professional insights, and practical advice for anyone interested in the dynamic world of communications and marketing.
Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns.
01:01 Meet the Guests: Bernard Brogan and Kevin Moore
04:36 The Origin Story of Legacy Communications
08:03 The Journey of Building Legacy Communications
15:04 Key Moments and Client Wins for Legacy Communications
20:14 Learning from Mistakes and Growing the Business
26:47 The Importance of Relationships in Business Success
27:59 Mastering Client Relationships and Scaling Challenges
29:21 Strategic Planning and Growth Amidst Uncertainty
32:19 Embracing Digital Transformation and SEO Integration
38:39 Cultivating a Strong Agency Culture and Values
43:41 Innovative Approaches to Client Success and Agency Growth
47:22 Looking Ahead: International Expansion and Leveraging Technology
53:49 Reflecting on the Journey and Lessons Learned
56:01 Building a Legacy Through People and Partnerships
Visit https://legacycommunications.com/
Visit https://www.thatswhaticallmarketing.com/
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Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business.
As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage.
This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness.
03:38The Power of Regional Press
05:48 Embracing Challenger Brands
07:42 The Philosophy of Challenger Brands
16:35 The Relative Advantage Framework: A Deep Dive
24:42 Exploring the Seven Principles of Challenger Brand Success
44:24 The Future of Challenger Brands
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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Listen to all episodes here
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In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anike Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through
05:30 The Importance of Representation and Overcoming Racism
09:50 Advocacy and Breaking Stereotypes
19:17 Creating Change: The Role of Leadership and Community in Diversity
24:04 Trailblazing in the Corporate World
24:44 The Power of Representation and Diversity
27:45 Comparing Racial Experiences: US vs. UK
35:45 The Struggle for Equity in the Workplace
41:40 The Role of Data in Achieving Pay Equity
46:11 Final Thoughts on Legacy and Empowerment
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio
00:44 Diving Into the Media Landscape: Challenges and Opportunities
01:12 Expert Insights on Traditional Media's Evolution
02:59 The Digital Shift: Analysing the Impact on Advertising Spend
05:13 Reassessing Media Strategies: A Shift Back to Broadcast?
06:52 Breaking Down Misconceptions in Media Planning
11:05 The Importance of Diverse Media in Campaigns
12:59 Measuring Success Beyond Digital Metrics
24:11 Revisiting Event-Based Media and Consumer Engagement
27:02 Addressing the Digital Focus in Media Planning and Buying
29:51 The Sonic Boom of Audio Media
30:06 Marketing Challenges and Strategies
36:06 Innovations in Media: A Closer Look
38:21 The Future of Media Measurement and Creativity
52:10 Busting Myths and Setting New Goals
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Thanks to Dee Reddy at Poddle Audio for hosting this episode
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Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.
00:22 Weetabix's Branding Challenge and Campaign Insights
02:12 Celebrating Burger King's 70th with Flame-Grilled Ads
02:38 Cairn Homes and the Community Games Sponsorship
03:35 McDonald's Innovative Smelling Billboard Campaign
05:29 The Wild Atlantic Way: A Tourism Marketing Success
07:18 The Rise of Fake Billboards and Creative Debates
08:50 Marketing to Gen Z sigh
09:39 Sky Ireland's Streaming Ad
10:49 Exploring the CMO and CFO Relationship with Heineken USA
11:52 Terrence Riley's Return to Crocs
12:52 Innovative Campaigns and AI in Marketing
15:23 Waitrose's Creative Pricing Campaign
16:19 April's Guest Highlights on 'That's What I Call Marketing'
16:57 Looking Ahead: Cannes 2024 and Future Collaborations
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
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Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be.
02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition
10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry
18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry
27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry
37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important
46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
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Today’s guest is the fascinating Ellie Norman, Chief Communications Officer at Manchester United. This is a wonderful story of embracing challenges, from diving into the marketing world without prior experience to leading innovative branding strategies at big brands. Ellie has worked for Honda, which must have been a dream job for someone who grew up loving motorised vehicles and Ellie certainly made the most of it as you will hear. Ellie totally changed direction going to Virgin Media and then the call came to lead marketing at Formula One, where Ellie set up the first ever marketing structure and helped transform the perceptions of the sport, and yes we do talk about Drive to Survive. In a fascinating next step Ellie took over marketing at the glorious Manchester United, and what is fascinating is Ellie had no real love for football, so we talk about what attracted her to the role at the greatest football club in the world (can you sense the bias!). This episode sheds light on the power of curiosity, the significance of building relationships, and the impact of strategic marketing in the ever-evolving world of sports and entertainment.
01:12 From Farm Life to Marketing Maven
04:15 Foundational Years in Marketing
09:09 Agency Insights
13:02 The move to client side
21:56 Embracing Change at Virgin Media
28:54 A Surprising Call from Formula One
34:06 The Game-Changing Impact of 'Drive to Survive'
38:15 A New Arena
42:51 Fan Engagement and Strategy at Manchester United
50:34 Match Day Experience: Behind the Scenes
52:39 Reflecting on the Journey and Looking Ahead
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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The Mindless Marketers is a new segment with the Sleeping Barber podcast. So today Vassilis Douros and Marc Binkley join me in a humorous exploration of some of todays hottest marketing topics with inspiration from the wonderful work of Tom Fishburne Founder and CEO of Marketoonist. We show and explain a selection of cartoons that we like and then debate topics like changes in marketing roles, the relevance of chief marketing officer (CMO) positions, and the efficiency of different marketing strategies. We discuss the challenges and misconceptions in the marketing industry, such as the reliance on data versus insight, the perception of marketing departments within organisations, and the shift towards prioritising first-party data due to cookie deprecation. The episode also touches on creative advertising, customer-centric approaches, and the importance of brand and product availability to consumers. Through a mix of personal anecdotes, industry insights, and discussing Toms cartoons, we delve into the complexities of marketing an industry we all love.
00:00 Welcome to the Pilot: Introducing Mindless Marketers
00:25 Diving Into the World of tom Fishburne and the Marketoonist,
01:36 The Evolution and Challenges of the CMO Role
07:54 AI in Marketing: Expectations vs. Reality
11:50 Data-Driven Marketing: A Double-Edged Sword
16:56 Navigating the Shift from Third-Party Cookies
21:10 Rethinking Remarketing Strategies
22:13 Scepticism and Realisations in Digital Marketing
24:20 The Impact of Cutting Marketing Budgets
31:37 Inside the Mind of a Consumer: Brand Perception
39:08 Concluding Thoughts on Marketing Strategies
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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In February Walter T Geer posted that he was going to shut down his social media and “use it to amplify the voices of Black women that needed a mega phone” Walter commented that Historically Black women “have CONSISTENTLY been called upon to help solve the worlds problems. It wasn’t too long ago that leaders and companies called upon and hired many of these women, to save their companies by addressing their diversity issues. Now only a few years later, many of those same leaders and companies seem to have forgotten the very people who helped dig them out of a hole”
I was in touch with Walter and asked if he thought it was a good idea to profile some of the women he had featured and host a panel discussion on their experiences in marketing and communications and from their perspectives why we are where we are and what needs to change.
I was incredibly grateful that six of the black female leaders featured by Walter came back and agreed to be part of the discussion. In Part One of that discussion I am joined by
*Effie Kanyua, Founder: We Are Warriors PR - featured in PR Week's 'New Agencies to Watch in 2024'
*Ekaette Kern, Co-Founder and CEO, Tenet Consultancy.
*LeAnne Weekes, public relations and marketing expert looking for her next role
In this episode we have a really open conversation we discuss barriers to entry for black professionals in the field, including recruitment challenges, unpaid internships, lack of progression routes, and systemic issues. The panel discuss real-life examples of overcoming barriers in the industry, strategies for enhancing diversity in marketing and communications, stories of perseverance, creativity, and success, advice for aspiring professionals, emphasising the value of networking. Despite some progress, our industry still has a long way to go in truly embracing diversity and inclusivity. Let's learn, grow, and support each other in making the marketing world a place where everyone's voice is heard and valued. 💡
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00:26 Effie's Journey: From Journalism to AI-Powered PR
01:23 LeAnne's Diverse Communications Expertise
02:54 Ekaette's Mission: Diversifying the Agency World in Atlanta
04:28 The Stark Reality of Diversity in the Industry
05:02 Breaking Down Barriers: Opportunities and Representation
09:24 The Importance of Diverse Voices in Creative Industries
12:20 Challenges and Solutions for True Diversity and Inclusion
18:34 The Role of Leadership and Strategy in DE&I Initiatives
21:36 The Impact of DE&I Rollbacks and the Need for Action
44:22 Advice for Aspiring Professionals in the Communications Industry
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
Get in touch about sponsorship or content partnerships, email
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Dr. Grace Kite is Founder and CEO of Magic Numbers and Magic Works Training. Her career is distinguished by a blend of academic excellence and practical expertise, making her a sought-after advisor and speaker on topics related to marketing effectiveness and ROI. Dr. Kite's contributions to the field are characterised by her ability to blend detailed econometric analysis with clear, actionable insights, helping businesses to optimise their marketing strategies in alignment with economic principles.In addition to her consulting work, Dr. Kite is an influential voice in the marketing community, frequently contributing to industry discussions, publishing research findings, and participating in conferences. And today's episode delves into so much of the work Grace contributes to the industry. We talk about how Graces curiosity got her into marketing, the importance of people, how getting the work used not just commissioned is so important. Bar charts beeing the bazzoka of data, the importance of last click attribution going away, the differences for smaller and bigger brands, how 30 grand spent today can give you 20-40% more effective marketing plans, of course we touch on AI and Die Hards place as a Christmas Classic.
00:14 From Economics to Marketing: A Unique Journey
03:21 The Leap to Freelancing: Balancing Career and Family
07:59 The Power of Positioning and Analytics in Marketing
11:28 Understanding the Human Element in Data Analytics
21:42 Navigating Marketing Strategies in Inflationary Times
25:58 Practical Advice for Marketers on a Budget
31:48 Navigating the Pitfalls of Attribution in Marketing
39:45 Understanding the Impact of External Factors on Marketing
42:24 Exploring the Potential and Pitfalls of Attention Metrics
45:19 The Power of Niche Influencers in Marketing
47:57 AI in Marketing: Opportunities and Concerns
50:57 Reflections and Insights from Industry Events
51:34 Econometrics: Making Advanced Analysis Accessible
Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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This episode of 'That's What I Call Marketing' covers the top marketing stories and campaigns from March 2024, including Heinz's ketchup insurance in the UAE, the LinkedIn-Edelman B2B Thought Leadership Impact Report, and how AI is influencing the creative process. The episode also discusses innovative campaigns from brands like Paddy Power, Kahluah, and Under Armour's AI-generated sports commercial. Additionally, it addresses TikTok's potential ban in the US and Starbucks' restructuring of its marketing leadership. The episode wraps up with highlights of award nominations and recent podcast episodes, offering insights into recent marketing trends and discussions on AI’s role in creativity, the importance of thought leadership, and the evolving landscape of advertising.
00:00 Welcome to the Marketing Roundup!
00:21 March 2024 Sponsorship Opportunities and Show Updates
00:58 Heinz Ketchup Insurance: A Sticky Situation
01:58 LinkedIn and Edelman's Insightful B2B Report
03:14 Paddy Power's Creative Marketing Genius
04:08 St. Patrick's Day Celebrations and Brand Collaborations
05:13 TikTok's Uncertain Future in the US
06:39 Sam Altman's view on AI's Impact on Creativity and Marketing
08:34 Under Armour's AI-Powered Sports Commercial Controversy
10:08 Cannes 2024 Preparations and Opportunities
10:55 Pot Noodle's Slurp Campaign: A Sound Strategy?
12:54 Bailey's Innovative Solution to a Common Dilemma
13:31 Andrex's Bold New Brand Platform
14:49 Stella Artois' Star-Studded Campaign
15:44 Celebrating Differences with a Powerful Message
17:00 Starbucks' Marketing Leadership Shake-Up
18:04 AIM Awards and Marketing Excellence
Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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In this episode of 'That's What I Call Marketing', Conor Byrne hosts a B2B Marketing panel discussion with Tara O'Sullivan CMO of Zevo Health, Caroline Kelly VP of Marketing at Johnson Hanna, and Seamus Moore CMO of Atlas. The discussion aims to delve deep into the evolving world of B2B marketing and answers the question why is B2B marketing so boring. The discussion looks at what is going wrong and what is going right in B2B Marketing, the need for it to have a more human-centric approach and the well known challenge of stakeholder complexities. The panel debate if B2B marketing should be purely transactional or should it create meaningful connections addressing customer pain points and leveraging strong creative content to resonate with the audience. The episode explores the role of creativity and utility in marketing, with a consensus on the necessity of creativity to stand out in a traditionally utilitarian field. The panelists share successful strategies from their respective organisations, shedding light on the importance of brand differentiation and the power of creative tactics to foster engagement and break the monotony of B2B marketing. As the conversation progresses, the panel touches on the impact of thought leadership and content strategies, underscoring the need for authenticity, relevance, and delivering value to the audience. The episode concludes with a lively enough discussion on the relationship between marketing and sales, emphasising the importance of collaboration, setting clear boundaries, and aligning goals to drive business success.. The episode serves as a compelling call to action for marketers to innovate, connect, and inspire in the evolving world of B2B marketing. The future of B2B marketing should be bright and inspiring
03:30 Defining B2B Marketing: Insights from the Experts
12:07 The Creative Challenge in B2B Marketing
18:29 Personalizing B2B Marketing: Strategies for Engagement
24:43 The Importance of Measurable Outcomes in B2B Marketing
32:45 The Digital Transformation of B2B Marketing
34:49 Navigating the Complex Relationship Between Sales and Marketing
48:17 The Importance of Internal Content Creation in B2B Marketing
55:55 The Future of B2B Marketing: Creativity, Purpose, and Impact
56:26 Spotlight on Innovative B2B Brands and the Future of Work
Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/
Thanks to SpaceTo for hosting us and Business Plus for their support
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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Chief Revenue Officer of Calendly,Jessica Gilmartin, is today's guest on That's What I Call Marketing. Today we cover so much in a fascinating and fun conversation that is a great insight for not just marketers but for sales people too. We discuss the ways Jessica found support and mentorship on her pretty unconventional career journey, we talk about the importance of finding passion, maintaining intellectual curiosity, and the constant evolution of marketing as a discipline. We go deep on the topic of international marketing, highlighting the necessity of understanding how to cut through the noise, understand what really matters and where and when to get really local, something that Diplomat Agency has been set up to support scaling companies with. Jessica is a leader that oozes empathy and we talk about her approach to creating a supportive culture as a leader, being a thoughtful leader and not having all the answers. We cover product led growth, insights into how to best align sales and marketing and practical advice for any salespeople out there trying to target CMO’s you are probably getting it all wrong.
And we uncover something that we can’t tell Jessicas boss.
00:00 Celebrating International Women's Day and Mentorship
03:05 Embracing Curiosity and Lifelong Learning in Marketing
04:50 Navigating the Complexities of International Marketing
16:54 Creating a Culture of Honesty and Empathy in Leadership
23:10 Transitioning to Chief Revenue Officer: Integrating Sales and Marketing
29:04 Exploring Calendly's Marketing Strategies and Growth
34:32 Fostering a Culture of Innovation and Customer Focus
38:13 Embracing Change and Experimentation in Marketing
41:46 The Importance of Psychological Safety and Learning from Failures
44:10 Empowering Teams
51:07 Balancing Work and Personal Life
Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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In this episode of 'That's What I Call Marketing,' I get to interview Tom Roach. Tom is a highly respected figure in the marketing world, renowned for his fascinating career, insightful publications, and significant contributions to marketing thought leadership. Tom is unquestionably one of the greats when it comes to effectiveness, he has been the author of a phenomenal amount of effectiveness papers and so certainly knows what good looks like. Today we chat about that, how that journey came about, how he got rejected by most the agencies he ended up working for when he started out, how he was a terrible account person and some of the things he has learnt along the way. We chat about how Tom set about instilling a culture of effectiveness through the agencies he worked at, without doubt leaving a legacy of excellence along the way. Tom talks about bridging the gap between creativity and commerciality, the importance of brand-building in digital platforms, and the aspects of communication strategy. He also shares insights about award-winning marketing case studies he has worked on, such as McDonald's and Sainsbury's, explaining the power of practical strategic planning, creativity, and consistency in achieving marketing goals. And as if that isn’t enough we talk about Toms path to not becoming a choral singer.
04:50 The Shift from Account Management to Strategy
06:05 The Importance of Effectiveness in Advertising
08:55 The Art of Writing Effective Case Studies
14:26 The Sainsbury's Case Study: A Deep Dive
21:04 The Role of Frameworks in Strategy
26:15 Creating a Culture of Effectiveness
30:42 The Two Sides of the Coin: Media and Creativity
35:39 The Potential of Digital Platforms in Building Brands
43:28 The Role of Creativity in Gaining Attention
50:26 The Challenge of Convincing Stakeholders about Brand Building
Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
To contact That’s What I Call Marketing
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- Youtube: www.youtube.com/@thatswhaticallmarketing
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Newly appointed Chief Operating Officer of Dentsu Ian McGrath took time out before starting his new job to reflect on his career to date and his perspective on the world of marketing. Ian has lots of thoughts to share, as you will find out, coming from his years of experience working and running top media agencies in Ireland as well as running global media for the brand Poker Stars for the past two years.
During todays conversation we talk about Ians love of spreadsheets, the role agencies have played in his career, how the move client side happened and the experience of being client side. We talk about culture, accountability and autonomy, the importance of understanding - understanding culture, geography, global and local nuances - understanding things like marketing and business metrics, the role of testing, understanding loyalty and penetration and all the different areas of marketing are so important. And how ultimately how you use all of this information depends, on so many factors.
03:51 The Importance of Understanding Marketing
10:18 The Shift from Agency to Consultancy
18:11 The Importance of Team Dynamics and Culture
28:19 Understanding International Market Dynamics
42:35 The Role of Brand Power and Share of Voice in Maintaining Market Share
48:40 The Balance Between Global and Local in Marketing
54:25 The Return to Full Service in Marketing Agencies
Thanks to today's show sponsor The Indie List https://indielist.ie/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
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- Youtube: www.youtube.com/@thatswhaticallmarketing
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Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms.
Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.
The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad.
Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.
Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session.
All this and we talk about snakes
02:49 The Brown Snake Incident
05:54 The Birth of Amplified Intelligence
09:15 Challenging Facebook's Advertising Model
12:30 The Importance of Attention in Advertising
29:55 The Role of Creative in Advertising
35:28 The Problem with Cost Per Thousand (CPM)
39:18 Understanding the Impact of Digital Reach
40:38 Exploring the Ecosystem of Attention Space
43:15 The Power of Attention in TV Viewing
45:42 The Influence of Sponsorships in Program Advertising
46:38 The Role of Out of Home Advertising in Attention Economy
48:18 Dealing with Criticism in the Attention Economy
55:00 Audience Q&A
Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken Ireland
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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Today’s guest is Mark Sandys, Chief Innovation Officer at Diageo. The conversation covers so many aspects of marketing that Mark has seen throughout his career. We talk about Mark's entry into Diageo as a graduate trainee in 1997 to his rise within the company to his current role. Mark shares his views on the importance of stepping out of your comfort zone and how that helped progress his career in a bit of a sliding doors moment. We talk about the evolution of his marketing philosophy and the insights gained from observing consumer behaviour across the globe. We discuss the direction of innovation in the drinks market, with a focus on trends such as non-alcoholic beverages, celeb endorsed brands (still working on Ryan Reynolds as a guest) and the expanding influence of tequila. Mark discusses Diageo's innovation strategy centred on long-term planning and creating new systems and platforms rather than just products. We conclude with some advice from Mark to young marketers about understanding the entire P&L to make marketing choices that drive profit.
01:18 Experiences and Insights from Working at Diageo
08:46 Career Transitions and International Experiences
14:59 Understanding and Adapting to Different Markets
21:29 The Importance of Continuous Learning and Adaptability
30:48 Guinness's Growth Post-Covid and getting a better Guinness at home
37:31 The Concept of Platforms, Not Products
49:32 The Role of Acquisition in Innovation Strategy
52:56 The Future of Spirits: Tequila and Whiskey
57:56 The Importance of Leading the Business
Thanks to today's show sponsor The Indie List https://indielist.ie/
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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Panel: Kerri Martin is CMO of Goosebumps Brand Advisors and previously held senior roles at Melt, BBDO, VW, BMW and Harley Davidson.
Dave Horton and Matthew Woodhams-Roberts, are ECDs and partners of Special Group US and the creative team behind this years Uber Eats Ad.
So here we go, a deep dive into the Super Bowl ads of 2024 with a panel of experts. Kerri Martin is CMO of Goosebumps Brand Advisors and previously has held senior roles at Melt, BBDO, VW, BMW and Harley Davidson. Dave Horton and Matt Woodhams-Roberts, are ECDs (and partners) of Special U.S. and have worked on Super Bowl Ads before, this year overseeing the creative for Uber Eats highly rated ad.
Our conversation kicks off with personal Super Bowl Sunday experiences and dives into dissections of various ads that caught the panel's attention. Ads discussed include the nostalgic Volkswagen commercial celebrating 75 years in America, the emotionally infused Google Pixel ad, Pringles and State Farm's celebrity-packed spots, to name a few. Additionally, we touch on emerging themes, such as the increasing use of celebrities to create an immediate connection with viewers and the importance of aligning with cultural sentiments. We particularly highlight the impact certain celebrities can have on an advertising campaign. The panel also reflects on apparent category gaps in this year's roster, notably the subdued presence of beer and American auto manufacturers. Tune in for an in-depth exploration of Super Bowl advertising - the hits and the misses, and the evolving dynamics of this high-stakes marketing platform.
And even though she couldn't make it as a guest, we do talk about Taylor Swift!
05:04 Discussing Favourite Super Bowl Ads
10:34 Impact of Celebrity Endorsements
20:27 Consistency and Creativity this year
26:15 The Importance of Music
28:06 The Role of Supporting Cast in Ads
29:34 The Importance of a Great Idea
31:56 The Making of the Uber Eats Ad
40:42 The Value of Super Bowl Ads
https://us.specialgroup.com/
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Attending Pendulum Summit 2024 host Conor Byrne got to meet and speak to 6 of the amazing speakers. This episode is made up of 6 short interviews and is less about marketing and more about inspiring stories and from some truly incredible people. The Pendulum Summit, believes in the power of impactful moments that create lasting change. The summit creates a ripple effect that drives the change the world needs. These short stories will hopefully inspire you.
- 3:10 - Dr. Zoe Wimshurst, Sports Psychologist
- 13:26 - Niall Breslin, Singer, Author, Mental Health Advocate
- 20:45 - Dr. Brian Pennie, Author and Neuroscientist
- 27:43 - Astacianna Hatcher Conservation Ornithologist
- 35:10 - Charlie Engle Ultramarathon runner and author
- 45:42 - Dr. John Gray Author Men are from mars women are from venus
Thanks to the Pendulum Summit
Today's show is sponsored by The Indie List
Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com
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When Michael Corcoran, the former head of social at Ryanair, left his role in 2023 it sent shocks through marketing circles. Guillaume Huin, the head of social media at McDonald’s wrote: “You and your team have redefined the industry you were in and opened new horizons for every social team across the world". So what happened, well Michael asked That's What I Call Marketing to help launch his new agency, Frankly, by recording an episode in front of a live audience so he could share his story. Michael shares what went on and wrong in Ryanair, he shares his thoughts on effective social marketing strategies, the importance of thinking strategically, his approach to building and developing teams. He delves into his work at Ryanair, the lessons he learned, challenges faced, and how he harnessed social platforms to bring the airline's unique voice to the forefront. Not only does Michael share his experience and insights but also challenges the audience to think differently about their approach to social media marketing. This is a frank conversation with a person who does not shy away from saying what he really thinks.
01:16 Departure from Ryanair and the culture there
07:12 The Strategy Development Process at Ryanair
17:24 The Challenges of Implementing the Strategy
26:03 The process of Creating and Reusing Content
30:38 Leveraging Controversy for Brand Exposure
38:36 The Launch of a New Social Media Agency
46:12 Audience Q&A
Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com
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Just days before Margaret formally announced she was to leave her role as CMO at Siegel & Gale she joined That's What I Call Marketing live from New York and gave a Masterclass in Simplicity. Margaret been acclaimed as the unofficial ambassador of Ireland, been honored by many Irish organizations, including Douglas Hyde's Foundation, Irish Voice Women of Influence, and Top 100 Irish Americans in Business in the United States. When it comes to marketing she is equally honored, noted as a LinkedIn Top Voice in Marketing, The Drum B2B Marketer of the Year, is a Marketing Society fellow, has been published in Harvard Business Review, Fast Company, Forbes, and more. We chat through so much, Margarets Irish upbringing and her career journey, we talk about the importance of curiosity (she brings it up not me!), and continual learning. Margaret elaborates on the ethos of simplicity in branding, characterised by the intersection of clarity and surprise. We discuss the significance of brands delivering on their promises and the challenges of ensuring consistent, user-friendly experiences across multiple touchpoints. The conversation also dives into the evolving perceptions of Gen Z towards branding and social media, as well as the shifting roles and aspirations of marketing leaders. We also manage to get into Margarets passion for Irish fashion through here Wearing Irish initiative and indeed today she is wearing Irish from designer Helen McAlinden, we talk poetry, art and her advocacy for celebrating Irish creative talent on a global scale In this enlightening chat
04:37 Margaret's Early Interest in Ads and Marketing
20:13 The Importance of Simplicity in Branding
24:28 Challenges and Barriers to Achieving Simplicity
28:56 The Role of a Chief Marketing Officer
31:26 The Expansive View of Branding
37:56 The Impact of AI on Customer Experience
54:51 The Influence of Brands on Culture
56:36 Challenges for Marketing Leaders in 2024
Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com
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In this episode of 'That's What I Call Marketing', we have a deep dive into AI's impact on the marketing landscape with respected digital marketer and AI expert, Maryrose, who has over 20 years of experience in the industry. Maryrose shares her journey with digital marketing from its beginning stages, discusses the role and benefits of AI, addresses concerns around data security and diversity in AI tool development, and offers valuable advice on how marketers can embrace AI responsibly. She also discusses her AI Institute and the value it brings through practical and ethical AI training.
01:44 Adapting to the Evolution of Digital Landscape
06:16 Benefits of AI for Marketers
08:16 Getting Started with AI in Marketing
11:18 The Future of AI in Marketing
20:44 Ethics and Diversity in AI
26:45 The AI Institute and Training https://www.instituteofaistudies.com/
To contact That’s What I Call Marketing
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Season 3 kicks off with the fantastic Dom Dwight of Bettys & Taylors of Harrogate. You may know Bettys and Taylors for their brand Yorkshire Tea and during his 15-year career Dom Dwight has seen Yorkshire Tea reach the number one spot for market share. In 2022, the brand claimed a 33.7% share of market. The ‘Everything’s Done Proper’ platform has been a driving force in the brand’s success since 2017. The long-term campaign continues to resonate with audiences, thanks in part to its use of celebrities such as Sir Patrick Stewart and Sean Bean. Today we talk about Doms path into marketing, a great example of a non linear path, we chat about the building blocks to the campaign and like all things famous it didnt happen overnight but how certain things have accelerated, we talk about the importance of tying the work to commerciality, we talk effectiveness, creating a summer banger, the world of Taylors coffee and the new role Dom is taking on in the business.
03:34 Transition from Journalism to Copywriting & Exploring the World of Advertising
13:55 Developing Yorkshire Tea's Tone of Voice
27:14 The Importance of Enjoyable Advertising
32:05 The Commercial Impact of Creative Advertising
39:25 The Importance of Consistent Brand Messaging
40:07 The Challenges and Successes of Taylor's Coffee Advertising
53:33 Doms new role heading up Strategy, Innovation, and Diversification
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
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The never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include
- 04:21 The Creative Process and Challenges
- 25:57 The Role of Music in the Ad
- 32:22 The Risk of Leaving Out the Pint
- 39:26 The Importance of Distinctive Assets
- 48:01 The Impact of the Ad Over Time
- 56:22 The Power of Creativity and Investment
But there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:
- Mal Stevenson-Creative Director
- John Kelly-Voiceover
- Noel Byrne - Head of production
- Margo Tracey- Producer
- Mark Grehan/ Brendan Coyle – Account Director
- Grainne O’Driscoll-Account Manager
- Paddy Gibbons-Sound Mix
- April Redmond - Diageo
- Ronan Byrne - Diageo
- Niamh Cribbin - Diageo
- Paul Kelly - Diageo
- Mark Ody - Diageo
- Michael Ioakimides - Diageo
- Charles Coase - Diageo
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As we come to the end of the year, here comes the reflection episode. But this one is a bit different, as it is a coming together of some amazing marketing podcasters. So today the episode is with Elena Hengel from the Marketing Architects Podcast, Marc Binkley and Vasilis Douros of the Sleeping Barber Podcast. Reflecting on hundreds of hours of interviews and research we share
- what we thought were some of the big themes in 2023
- some of our favourite campaigns from the US, Canada and Europe (linked below)
- we talk about being bearish or bullish on: MMM, B2B creativity, influencer marketing and so much more.
- we compare and even rank our favourite marketing brainiacs for the past year!
Campaigns of the Year:
Elena’s:
- Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3
- Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/
Conor:
- Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
- Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi
- Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588
Vassilis:
- WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =
- Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-
Marc’s
- Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza
- Spotify Wrapped Campaign
This episode was sponsored by The Indie List www.theindielist.ie
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- Email thatswhaticallmarketing@gmail.com
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Christmas and marketing all wrapped up in one perfect episode. Emer McCarthy Senior Brand Manager at Diageo and Paul Mallon Head of Special Ops at Lucky Generals join host Conor Byrne to chat through the top Christmas ads of 2023, their all time favourites and their marketing highlights of 2023.
John Lewis, Amazon, Asda, Morrison's, Yorkshire tea, Bank of Ireland, Co-op, Rockshore, Marks and Spencers, Guinness, Dunne Stores, Charlie's Bar, Hermes, Lego, Waitrose, Tayto, Epic Museum, Irish Independent, Coca Cola and Aldi all get discussed!
02:12 Discussion on John Lewis Christmas Ad
06:47 Analysis of Amazon's Christmas Ad
11:31 Insights on Asda's Christmas Ad
19:57 Thoughts on Co-op's Christmas Ad
22:35 Review of Kevin the Carrot Ad
26:34 Reflections on JD Sports' Christmas Ad
28:32 The Story Behind Rockshore Ad
35:17 The Role of Music in Ads
38:54 Reflecting on Irish Christmas Ads
43:26 Reviewing the Year in Marketing and Looking Forward to 2024
This episode was recorded in TBWA Dublin by Oranges and Lemons production.
This episode was sponsored by The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
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Get in touch about sponsorship and partnerships.
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Karen Martin CEO of BBH London and Dublin joins to talk about how she is continuing to build the legacy at BBH through creativity and kindness.
Karen started her marketing career at McConnells in Dublin before heading off to Australia where she worked in renowned agencies BMF and HOST. Karen has been instrumental in steering BBH London to continue to produce groundbreaking work for a diverse range of clients. Karens s commitment to creative excellence and strategic insight has ensured that the agency not only delivers compelling and effective campaigns but also builds strong, enduring relationships. Karen is known for her commitment to diversity and inclusion within the industry. This is a wide ranging discussion that covers client-agency relationships, the importance of great work and effectiveness, curiosity, diversity in the industry, the culture at BBH and the plans for BBH Dublin. We also discuss our shared ambition to turn Ireland into THE creative hotspot by 2027 and making Rita Laugh.
00:00 Karen's Journey in the Advertising Industry
09:11 The Importance of Curiosity in the Advertising Industry
16:48 The Importance of Great Work and Effectiveness in Advertising
20:59 The Concept of 'Wall of Work' and its Impact
33:12 The Role of Culture and Kindness in the Workplace
41:57 The Importance of Diversity in the Advertising Industry
48:53 BBH Ireland and making Ireland a creative capital
This episode was sponsored by The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
Get in touch about sponsorship and partnerships.
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Today’s episode features Laura Daley and Eimear Fitzmaurice from Folk Wunderman Thompson, a Dublin-based advertising agency. Laura and Eimear join to discuss a recently released report called "Family Fallacy". The report investigates the changing makeup and dynamics of modern families and how this impacts advertising and marketing practices. The report reveals an overrepresentation of 'traditional' family units in advertising, while discussions, data, and personal examples highlight the reality of diverse family structures in Ireland. Advertisers can tap into the largely overlooked 64% non-traditional families by creating engaging narratives that resonate with them. This important conversation casts light on the need to recalibrate brand storytelling and reflect societal changes within advertising spaces in order to unlock new growth opportunities for brands. This episode is in partnership with The Indie List www.indielist.ie
00:00 - 02:49 Discussing the Journey of the Report
02:49- 04:29 Unpacking the Impact of Stereotypes in Advertising
04:29 - 11:09 The Role of Clients in the Conversation
11:09 - 23:17 The Impact of Positive Portrayal in Advertising
23:17 The Commercial Impact of Positive Portrayal
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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If you listened to radio anywhere in the UK or Ireland in the 90s you heard the dulcet tones of Dusty Rhodes, from Sunshine 101 to Atlantic 252 and onto Irish station 2FM Dusty paved the way and broke listenership records wherever he went. As someone who podcasts in the marketing space I often get asked whether brands should have their own branded podcast. Well like most things in marketing it depends. So to help navigate it all I asked Dusty, who has just finished an in-depth look at branded podcast award winners to talk us through some of his key findings and some of the things you need to consider if you are thinking of jumping in. We cover powerful storytelling, genuine value, consistency, time, engagement, authenticity and perseverance. Thanks to The Indie List for their support of the this episode. www.theindielist.ie
00:00 WWE and Dusty's Journey into Podcasting
04:33 The Power of Radio and Podcasting
06:42 Key Learnings from Working with Brands
08:25 Deep Dive into the Five Key Learnings
12:53 The Importance of Authenticity and Control in Podcasting
14:55 The Role of Podcasting in Marketing Strategy
25:22 The Challenges and Solutions in Podcast Promotion
27:41 The Logistics of Podcasting
You can find Dusty's award winners series here https://podcasts.apple.com/gb/podcast/award-winners-secrets-of-award-winning-brand-podcasts/id1708023416
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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Nlis Leonard is co-founder of Uncommon Studios and while visiting Dublin he took time out to talk to That's What I Call Marketing, we met up at Windmill Lane, where the likes of The Rolling Stones, The Cranberries, U2, AC/DC and Van Morrison recorded. And what an apt location because this episode is Rock and Roll from start to finish, we talk about how Nils started, lamb and mint sandwiches, his time at Grey, curiosity, why it matters to matter and so much more. Check out this episode and hear about:
- Nils Personal Background and Creative Influences
- The Journey into Advertising
- The Importance of Surrounding Yourself with Inspiring People
- The Importance of Passion and Ambition
- The Role of Creativity in Business
- The Challenges and Rewards of Starting Uncommon Studios
- The Importance of Diversity in the Creative Industry
- The Impact of Uncommon Studios' Work
- The Future of Uncommon Studios and Expansion into America
- Creativity and Inspiration
Thanks to Core Creative for hosting us in Windmill Lane. To IAPI and the Marketing Society for bringing Nils to Dublin. This show is in partnership with The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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If you don't know how your brand is doing by measuring it you are working in the dark, only able to know how your marketing works through short term sales, and of course we all know that brand is a longer term investment. The problem has been that brand health tracking hasn't been available to all, it is expensive and hard to justify the investment. Well that is until Tracksuit the beautiful, always-on, and radically affordable brand tracking for modern consumer brands. Tracksuit has come in to the market to help scaling brand marketers have the right conversations with their c-suite on top of funnel metrics. Coming in and creating something that is affordable and more accessible they are disrupting the market for the better. Tracksuit is backed by the likes of James Hurman and Mark Ritson. This isn’t just an episode about brand tracking, it is about the difference it can make to a business. Today we talk about
- how tracksuit came about,
- the problem it is solving for
- the difference it is making,
- how Connor and Matt are growing their business,
- how they are managing to maintain their culture
- how they stay focussed on what really matters.
- finally I invite Connor to consider my other podcast idea - keep listening for that
This episode is in partnership with The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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The world of sports sponsorship is fun and complex and often hard to cut through in. So fresh out of the Rugby World Cup I spoke to Sponsorship expert Daragh Persse about the Winners and not so winners (it'll make sense) of the Rugby World Cup. Daragh is founder of The Brand Fans an Independent Sponsorship Intelligence agency started 12 years ago. Daragh ran global sponsorships for Vodafone and helps lots of brands with their sponsorship decisions, so is well placed to help review the sponsorship of the world cup. Today we chat about:
- Understanding the Role of Sponsorship in Marketing
- Analysis of Sponsorship Impact of Societe Generale, Land Rover, Emirates, Asahi, Capgemini and MasterCard
- Discussion on Irish Rugby Team Sponsors
- And some insights and thoughts for you as you think about your sponsorship
A great episode with someone who knows a tonne about this space, who is commericaly astute, understands lots about marketing and is sound! Thanks to the Indie List for sponsoring this show www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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Today I am joined by Tom Ollerton founder of Automated Creative who use AI driven creative and social insight to optimise ad performance and tell brands why their ads work. Tom joins today to talk about the new whitepaper he has out, called "Compounding Creative: an urgent Q4 wake up call" that has been developed in partnership with the World Federation of Advertisers that shows how Q4 digital campaigns are leaving significant media value on the table and provides some actions you can take today. Today's episode is in partnership with The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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To mark our 50th episode we travel to Saudi Arabia to meet Aamir Allibhoy who is CMO of Tim Hortons Middle East. Aamir spent over 20 years agency side with BBDO working with global clients helping them establish their brands in the region before moving client side to help establish and grow the brilliant Canadian brand Tim Hortons across the middle east. This is a fascinating discussion as we delve into how global brands approached new market entry and how that had to change, how things have changed in the region, the positive impact that is having on the marketing industry, we talk about the importance of understanding local culture, the role of strategic planning, the move to client side, the role of a marketer in product and innovation and owning the customer insights. Don’t forget to subscribe to That’s What I Call Marketing wherever you are listening and if we can help you with your growth through marketing visit www.thatswhaticallmarketing.com and see how we can help. This episode is brought to you in partnership with The Indie List www.theindielist.ie
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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Rachel Fairley an international marketing leader and brand strategist who specialises in revitalising brands to drive growth. Whether consulting with Siemens, EY and KLM, or working in-house at the likes of Sage, Oracle or currently HPE Rachel has delivered countless strategies over a 25 year marketing career. In 2021 was recognised as one of the top 100 global B2B marketing leaders in technology. This episode is a deep dive into the world of brand in a B2B world.
- We discuss what that actually means,
- The role of data in brand repositioning,
- Walking the halls,
- C-Suite buy in,
- Recognising the conditions for success,
- The customer, the experience they have,
- no one gives a damn about your brand,
- And I try convince Rachel to write a book.
- Oh and we don't talk about advertising once
- If you love brand but think it is a dirty word and not for the B2B world….you need to listen to this episode.
Thanks to The Indie List for their support of this show visit www.indielist.ie to find the marketing expert you need.
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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Richard Carr heads up Accenture Song in Ireland and we met in their offices in Smithfield Dublin to talk about the things Richard is seeing in his new role. We touch a bit on the offering of Accenture Song, but move quickly into the challenges and opportunities for companies today. We discuss
- Why most CEOs think their business will not exist in 10 years
- The startling pace of technology
- Helping clients remain relevant
- The power of the CTO and CMO working together
- Bringing the right people together to solve problems
- The world of work now
- Bringing more diversity of perspective and thinking
- Being ambitious - as an industry and nation
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This is a LIVE episode recorded at HubSpot House, Dublin. Paul Dervan joined this live show to reflect on his tenure as CMO of the National Lottery in Ireland and talk about his plans for his new role at Miro. If you don't know Paul, he is Ireland's top marketer, officially being awarded Marketer of the Year in 2022. It would be fair to say that this was a long held view of Paul before this accolade. Paul has built a remarkable career leading brands at O2, Telefonica, Full Tilt, Indeed before becoming CMO of the National Lottery. Paul is also author of the brutally honest best selling book Run With Foxes, Making Better Marketing Decisions. This episode covers so much from the opportunities and challenges Paul faced when he joined the lottery, his views on team, culture and getting to great work. Thanks to HubSpot for StartUps for supporting this live show.
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This is a LIVE episode recorded at HubSpot House in Dublin. This episode is with Caroline Donnellan, Director of Brand and Marketing of Sky Ireland. Caroline has led the team at Sky to become Marketing team of the year, has spearheaded the award winning sponsorship of the National Football Team at the World Cup in 2023 and along the way changed how Sky is marketed in Ireland. Caroline shares wonderful insights into how she approached building a team that is so successful and has fun. A wonderful episode with one of Ireland's top marketers. Thanks to HubSpot for StartUps for hosting
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Design is everywhere, but we interact with it so seamlessly we forget. Image Now was founded 30 years ago and Dave Torpey and Darrell Kavanagh have spent that time designing for some of the biggest companies in the world Riverdance, U2's Popmart, AIB, MTV Networks Europe, Virgin Music UK and many more. Today we discuss the world of design and how companies interact with it. Dave and Darrell share some stories from their 30 years in design, some lessons they have learnt and importantly share views on where companies get it wrong and where marketers get it wrong. They pull no punches in this episode
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Brooke Janousek has been working as a Fractional CMO for almost two years so who better to tell us what a fractional CMO actually is, what it does, when you should use on, how you manage the relationship, benefits and risks. This isn't an episode just for marketers, but business leaders who are interested in understanding more on this topic.
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In defence of distinctiveness
Cathal Gillen is co-founder of Distinctive Brand Asset Research & Tracking agency Distinctive BAT. Cathal has a background agency and client side and has held marketing effectiveness roles in the likes of William Grant & Sons. Cathal set up the agency in 2021 and works with clients like betfair, linkedin, lipton and kerrygold.
- This episode is all about distinctiveness,
- What we mean when we say distinctive assets
- The value of distinctive assets
- How to measure that value
- Why you need to care about it
- Why a brand director needs to leave a legacy of distinctiveness
- Where to start with it all
- Where differentiation fits into the whole picture
Enjoy this episode with Cathal Gillen,
To contact That’s What I Call Marketing
- Email thatswhaticallmarketing@gmail.com
- Instagram www.instagram.com/thatswhaticallmarketing/
- X twitter twitter.com/thats_marketing .
- Youtube: www.youtube.com/@thatswhaticallmarketing
- You can listen to all old episodes www.thatswhaticallmarketing.com/listen
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This episode is with Dr. Emmanuel Probst Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles where he teaches consumer market research.
Emmanuel writes about consumer psychology for numerous publications like the WSJ and USA today, he is best selling author of the book brand hacks. And he is out with a new book called “Assemblage the art and science of brand transformation”
In this episode we discuss
- the commercial role that marketers play in this world.
- The dynamic nature of brands,
- how and what brands can and cannot control
- the power of brand equity.
- How and if small is the new big (and what that actually really means)
- The role of DTC
- Consumption, and how we marry responsibility with profit.
To contact Emmanuel or buy his book go to https://www.emmanuelprobst.com/
Leigh Barnes is Chief Customer Officer at Intrepid Travel and joins to discuss how he turned his back (sort of) on decades of performance marketing, went big on brand and how it is working! Leigh joined while he was working in Canada to talk more about what has changed for him and what that means for marketing at intrepid travel. If you don’t know Intrepid they are a B Corp travel company with ambitions to be a $1 billion business by 2025. So we talk about his experience at Intrepid for the last 14 years, how he was a believer in performance marketing as THE driver of the business but how he saw all metrics fall off a cliff during covid and how that brought him to think there must be a different way, how reading and research changed his perspective and how he navigated that change in the business with major support from his friends in finance and the role of purpose.
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Chris Allan is Head Marketing Core Beer at Lion in Australia and part of his role is owning the Tooheys Brand. I recently saw that this classic Australian beer had gone through a design and creative re-fresh and I was fascinated to try and find out more. If you don’t know Tooheys, it is a legendary Aussie beer, it has been around for 150 years and just sits in culture, when you order a beer you just order a New. So I was fascinated to hear about this re-fresh from Chris. In this episode we discuss:
- what was the business need that drove the decision,
- what was the process like,
- how did he manage - partners, trade, agencies
- the decisions he had to make along the way
- knowing his distinctive assets and protecting them
- how did they get to the advertising….which actually takes them back to some classic 1980s work
- what were the risks of all of that.
- the fear of owning such a legendary brand and protecting it.
This is such a wonderful story.
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Modern Marketing Dilemmas with Mary Kyriakidi Global Thought Leader, Insights by Kantar.
Mary and the team at Kantar recently released Modern Marketing Dilemmas which is an evidence-based guide to help marketers protect their margins. There are seven chapters in the publication filled with actionable tips to help you strengthen your brand’s intangible perceptions in the mind of consumers – what ultimately gets your brand chosen and brings tangible value to shareholders. What is great about this publication is it looks to embrace opposing perspectives. The conversation today digs into two big themes of the report that come through in each of the seven chapters - things that marketers really care about right now - Pricing and Budget pressure. In the discussion with Mary we talk about
- how having a strong branch can create a tolerance for higher pricing,
- framing a brand in a meaningful way so it can shield price premiums,
- difference and distinctiveness,
- the important link between pricing and profitability,
- the influence exerted on future buyers during the equity phase
- and the meaningful different framework.
Lots of amazing content and if you want to find the full report go here https://www.kantar.com/campaigns/modern-marketing-dilemmas
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk about
- what led to the writing of the book,
- the context of when it was written,
- some misconceptions and frustrations
- some things that are holding firm 10 years on.
This is a wonderful episode with someone who has truly re-shaped marketing for the better.
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Sherilyn Shackell Founder & CEO of The Marketing Academy. The Marketing Academy is an international not for profit organisation dedicated to inspiring and developing talented stars in the Marketing, Media & Communication industries to become the leaders and influencers of tomorrow. When CMOs are left out of the boardroom, their insights — and the business risks and opportunities that their expertise might identify are lost, Sherilyn is on a mission to change all the stats, as she believes these leaders have unique power to shape our collective opinions as a society.
In this episode we discuss
- What The Marketing Academy is all about
- How The Marketing Academy is going to reshape the boards of tomorrow.
- The different programmes it offers to marketers
- The impact that it is having on the sector across the markets it operates in as well as the future plans for growth.
- What you can do today to think about the path that you are on,
- Positive intent,
- Our responsibility for our reactions
- The energy we expend and share.
Sherilyn had a near death experience that shaped her now world view, but it is her desire that no one has to go through that. So no matter what stage you are at in your marketing career, give yourself some time today to listen to some amazing life advice. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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This episode was recorded live at the European Sponsorship Association event. Speaking to Aidan McLaughlin Director of ESG Brand at Indeed. This conversation covers how Indeed approaches sponsorships covering:
- Rising Voices
- Team Ireland Olympics
- Eintracht Frankfurt
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Rita Kirwan is Marketing Director at Aldi, and let’s face it a bit of Irish Marketing Royalty. The title of this episode says it all, Rita just loves what she does and she is exceptional at it. Rita has worked at Pernod Ricard, Largo Foods (home to the brilliant Tayto), O2 Telefonica and now at Aldi. With such diverse experience Rita has a truly unique perspective on marketing,
Today we talk about
- Big budgets and small budgets,
- Growing unknown brands in the US,
- The pressure cooker that is retail marketing,
- Managing through acquisitions and mergers
- Figuring it out, when you don’t know the answer,
- Asking questions,
- Taking risks and big bets,
- Turning a crisp character into a national icon,
- Having skin in the game,
- Backing yourself,
- Sweating all your assets - but bringing them together,
- Customers, customers, customers,
- The qualities of a leader.
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Maddy Cooper is Founder and CEO of Sustainability Marketing agency Flourish. With over 20 years of agency experience Maddy has designed sustainability marketing transformation programmes for clients including Nike, Allianz, and Barilla. She has completed the Cambridge University Towards Net Zero Course and is an Assessor for the Cambridge University Sustainable Marketing, Media and Creative course. So when I needed to find out more about this topic there was only one place to go. This episode covers:
*Sustainability marketing, what it actually means,
*The commercial benefits of sustainable businesses
*The challenges organisations face when trying to think about sustainability marketing,
*Why not communicating it properly - greenhushing - is dangerous
*How should CMOs and marketers react to the topic of sustainability
*How do you become a Sustainable Marketer
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on Instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Dr Draper - author, Associate Creative Director and Head of Copy Ryan Wallman is todays guest. Ryan works at Wellmark, a Melbourne-based creative agency that specialises in healthcare; everything from pharmaceutical marketing through to consumer health campaigns. Ryan has written for numerous industry publications, including Marketing Week, and is a contributor of the bestselling marketing book Eat Your Greens. In 2019 Ryan released Delusions of Brandeur; a pretty funny, sometimes close to the bone satirical view of adland, but based in some deep knowledge, so he gets away with it!
Dave Trott said he loves the book and Rory Sutherland said Not only is this a marvellous book - but no one but Dr. Wallman could have written it. Today we talk about
*Healthcare marketing,
*Commercial purpose being ok,
*Making better decisions,
*The need to get a grounding in marketing,
*Show clients the work - they like to see it
*Avoiding the temptation to do something new fast.
*And how you can’t start a sentence with And - oh but you can
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Jon Lombardo, Global Head of Research at the LinkedIn B2B institute is today's guest. In his role Jon researches how brand marketing contributes to cash flows and brings an “outside-in” approach to marketing, looking to apply mental models from other disciplines to marketing.Today we chat about Jons path to LinkedIn and some important topics for all marketers to think about
*Some important rules of marketing
*Brands are built over time, build your case over time
- The importance of reach
*How smaller B2B brands can apply the theory
*People dont buy from clowns, except they do
*The importance of understanding marketing history
*The missing dimension of time
*Are we in an echochamber of agreement
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
Speaking to me from Brooklyn in New York I am joined by VP of marketing at WizeHire Carmen Bryant. Carmen is an international speaker and strategic business leader with more than 20 years of marketing, research, and thought leadership experience. Her unique expertise helps her translate insights and cultural shifts into compelling stories that motivate action. This episode covers:
*The power of customer insights
*Understanding that there is difference between a job being done and a job being done well.
*The importance of outsourcing for fresh perspective
*How being prepared is so key when you are a communicator
*The Crown Act which aims to provide protection against discrimination based on race-based hairstyles
Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
James Hurman is author of the Case for Creativity, the Creative Effectiveness Code and Future Demand. James is an award-winning planning director, 2013 named the world’s #1 strategic planner. In 2014 James founded Previously Unavailable where he uses insightful strategic thinking to create products and brands that become sustainably successful. In this episode James talks about the importance of asking really interesting questions, digging into insights to create new brands and products, understanding and sensing timing as it relates to cultural moments, grappling with AI tools, making the Case for Creativity and why award winning work actually matters and the importance for start ups, VCs and boards to think about brand building to create Future Demand and so much more. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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The Influencer Marketing Industry is set to grow to approximately $21.1 Billion in 2023 yet it remains a complex area with many marketing leaders trying to figure out where it sits and how to measure it properly. Vanessa Sawyer founder of the agency Get Stuff Done is todays guest, Vanessas’s agency is set up to amplify multicultural voices through influencer marketing and beyond. Vanessa has appeared on BBC News and Channel 5, a judge for the annual Blogosphere Awards, and she is a regular speaker on all things influencer business. This episode covers the role creators play in the lives of those that follow them, what brands make sense for creators to work with and how chasing the money just doesn’t really work. Vanessa has some wonderful advice for creators who are starting out and we get into some real life examples of work her clients like Lavena Back, Flavia Benko and Ashleigh Louise are doing. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing
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Andy Nairn is one of the world's most respected and awarded brand strategists and one of the founders of Lucky Generals, one of the most highly regarded creative agencies. In 2021, Campaign named Andy the top brand strategist in the UK, for the 3rd time in a row and he has won 24 IPA Effectiveness Awards. Andy is also author of the best selling book Go Luck Yourself. Andy discusses working on campaigns including Hovis's 'Go On Lad', Paddy Power's homophobia-fighting Rainbow Laces and sipping Yorkshire Tea with Sean Bean. In this episode, you will also hear Andy talk about his passion for extreme simplicity, the concept of commercial creativity, how smaller budgets can force you to be more creative and how he practices being lucky every day. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on www.thatswhaticallmarketing.com, twitter @thats_marketing insta @thatswhaticallmarketing
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Debbie Millman, host of the hugely successful podcast Design Matters, joins Conor in this episode. Debbie discusses her not-so-straightforward path to becoming one of the most talented and well-regarded designers, as well as her passion for using branding not always to make money, but to create positive change in the world. She talks about why people shouldn't be afraid to be creative, yearning to be better and her seventh book, Why Design Matters: Conversations With The World's Most Creative People. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Colin Lewis, Marketing Week Columnist, speaker and consultant with over 25 years hands-on international experience in the UK, Australia, New Zealand, Hong Kong, China, Indonesia, New Zealand, Egypt and Japan.Colin has worked with blue-chip and NASDAQ listed travel, tech, sports and telco brands globally including UK Superbrands 118118, Thomas Cook, airlines such as bmi-British Midland, Stobart Air and CityJet. He has also worked for VC funded eCommerce startups and NASDAQ quoted tech brands. This episode is delves into how to navigate your markeitng career, something that is on everyones mind maybe now more so than ever, Colin talks about how marketers need to think about their unique ability and thinking about the things, which at their very core they are naturally good at and how to discover them and lean into them more. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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The multi-million dollar, star-spangled Superbowl ads are the focus of this special podcast episode. Conor discusses this year's heavy-hitters with people who watched the SuperBowl live in America, with their families and friends. In this episode, you will hear from
- Jessica Roubadeaux, Chief Strategy Officer for Lucky Generals
- Cliff Skeete Global ECD for Vistaprint and
- Russell Lambrecht is Global ECD for Indeed.
These amazing advertising minds took time out to share their perspective on the ads we saw during Superbowl, their views live on the day as well as their reflections spending time taking them in. And yes this is an audience of ad experts and they fully admit they consume the ads differently to how others may, but thats is what makes this such a wonderful episode.
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Prof. Jenni Romaniuk gave us her first interview discussing her new book Better Brand Health. Jenni Romaniuk is Research Professor and Associate Director of the Ehrenberg-Bass Institute, at the University of South Australia and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni's research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Today we cover some of the key concepts in Jennis first two books and dig into her new book Better Brand Health, understanding how it came about (its been a long time in the making) and what some of the key themes in it - its all about making sure we measure the right things in the right way. If you want to know about Better Brand Health this is the episode for you. You can order Jennis new book at www.jenniromaniuk.com.
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In this episode with Judy Nam, I spend some extra time with a co-worker. As Vice President of Small Business Marketing at Indeed, Judy shares why she is so passionate about helping small businesses to be successful. She also talks about what she learned during her time at Google, and from her own ventures. While listening to other views and opinions, Judy is efficient and keeps things moving along. She also explains why she thinks marketers are a line to growth during more challenging economic times. If you want to get in touch, email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Thomas Barta. The new year is always a time when we think about our careers, goals, development plans. So what better time to have author of the #1 leadership book for marketers: The 12 Powers of a Marketing Leader Thomas Barta join me. For his book Thomas carried out the world’s largest study - involving over 68,000 assessments – on what makes for a successful change leader. Before writing his book Thomas had a marketing leadership role at Kimberly-Clark (Kleenex) before becoming a partner of McKinsey. As a dean of the firm’s highest-rated internal program, Thomas trained over a thousand McKinsey leaders on driving change without authority. Thomas has given hundreds of change keynotes and masterclasses for companies, associations, and universities--including Adobe, Cisco, Google, IBM, SAP, and Advertising Week and is the leadership dean of the Marketing Academy CMO Fellowship and a Honorary Fellow of The Marketing Society. Today we chat about Thomas’s path into marketing, how being good at marketing is only part of the job we have as marketers, what are the tools we need to manage in this world and to be effective, how to get ideas through an organisation and the importance of operating in the value creation zone.
Cliona Hayes (Indeed, Brand Director), Trish Butler (Compliance and Risk CMO), Kevin Kent (Laya Healthcare, Head of Marketing) and Daragh Byrne (SoftCo, CMO) join Conor Byrne for an end of year marketing panel. The panel talk about their favourite festive ads past and present, some of their favourite campaigns of 2022, things that they think marketers need to be thinking about in 2023. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Jan Gooding, one of the UK’s best-known brand marketers who in 2019 was recognised at The Drum Marketing Awards’ with a lifetime achievement honour. Jan's career has spanned agency side and client side where she worked with BT, British Gas and Aviva. This is Part Two of an unexpected two part recording and in this episide we explore Jans client side experience, how BT was a pretty terrible experience but a place Jan learnt how to get things done, how to navigate complexity and influence people, how to think about building a global marketing function , some of the audacious things she did to replace a 300 year old brand in the mind of consumers and then how Jan changed parental leave at Aviva and the importance of turning up as your true authentic self at work and some really terrible advice Jan got - so I hope you enjoy this part two with Jan Gooding If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Jan Gooding, one of the UK’s best-known brand marketers who in 2019 was recognised at The Drum Marketing Awards’ with a lifetime achievement honour. Jan's career has spanned agency side and client side where she worked with BT, British Gas and Aviva. This is Part One of an unexpected two part recording and in this episide we go deep on the agency world, the challenges facing agencies now, how we could and should be thinking about the agency billing model and without discounting some of the good things the pandemic accelerated we discuss the importance of us getting back out into the world and the need for observing and interactions to take place. So I hope you enjoy Part One of this episode with the brilliant Jan Gooding. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Meldrum Duncan, Founder of Curious Industry. The alternate title to this episode is "How do you connect what you do with what consumers want". Isn't that something we as marketers all grapple with, whether we are scaling up or dealing with declines, understanding our consumers, really understanding them by getting to an insight is a key factor to brand growth. Before founding Curious Industry Meldrum was part of What If Innovation, so his credentials in this area are second to none and he has worked with brands big and small to get to insights that drive growth for your brand. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Anthony Fletcher former CEO of Graze and Founder of Urban Legends Doughnuts. Anthony got started in marketing by knocking on the door of Innocent Smoothies and then knocked on the door of Graze where he started out leading marketing before leading the company as CEO. In June 2020 Anthony moved on from Graze and reappeared 6 months later with a new venture Believe in Science and the doughnut brand Urban Legends. Anthony shrares his views and learnings about marketing from the perspective of a CMO and CEO. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Loretta Dignam, Founder of the Menopause Hub. Loretta has a marketing career that you can only marvel at working with Mars, Diageo, Kerry Foods and Jacobs Fruitfield (Valeo Foods). She launched categories, like premium Sheba catfood and Dolmios pasta sauces and then went on to shut off brands that weren't perforning to focus on building the ones that were in her time at Diageo before rejuvenating some of the countries best loved biscuits (cookies). Loretta set up the Menopause Hub to break the stigma attached to menopause and help organisations think about creating menopause friendly workplaces. Today's episode is brought to you in partnership with Marketing Magazine. If you want to get in touch email thatswhaticallmarketing@gmail.com or find us on twitter @thats_marketing
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With Tara O'Sullivan, VP of Marketing at Omnipresent. This Week, Conor is joined by Tara O'Sullivan, VP of Marketing at Omnipresent. Tara has over 25 years of extensive experience in B2B Technology & Marketing. In this episode, Tara discusses how marketing can be as effective for B2B companies as for consumer, because at the end of the day, the purpose of both consumer and business marketing is to create an environment where a sale can occur. Tara believes B2B its understanding people's pain within a business and being more than just a provider of a solution, but also a partner. Tara is incredibly honest and doesn't hold back. You will hopefully learn a lot from this episode and get ready to laugh too.
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With Jonnie Cahill, CMO Heineken USA. This week, Conor is back with a new episode and welcomes his first ever live guest for TWICM! Jonnie Cahill became the chief marketing officer of Heineken USA in 2018. Before that, Jonnie spent four years working for the brand in Moscow, before moving to Amsterdam to lead global marketing of Heineken’s low and no alcohol products. He's also held a series of senior marketing roles at Telefonica where he was CMO of the O2 Brand in Ireland and also spent time at Diageo both in his home country of Ireland and in Global roles. He is responsible for the Dos Equis beer brand, famous for its peerless, “Most Interesting Man in the World” campaigns. “It was like being handed the White Album and being asked to write another one,” he says. Although Jonnie admits there was no masterplan, his marketing nous is undeniable.
The entire collection of the Dos Equis "The Most Interesting Man In the World" ads;
https://www.youtube.com/watch?v=U18VkI0uDxE
In this shorter episode host Conor Byrne revisits some of the lessons in leadership he has heard from global marketing leaders, from lessons you learn early as a leader to mistakes CMOs can make when they get to that top spot.
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In this shorter episode host Conor Byrne revisits some of the brilliant stories from global marketing leaders of when things didn't quite go to plan, including Diarmuid McSweeney, Co Founder and CMO of Gym Plus Coffee, Jon Goldstone of the brandgym, Paul Dervan of the National Lottery, Emer McCarthy, Head of Brand with Wayfler, and Paul D’Arcy CMO of Miro. Hearing the mistakes of these marketing greats is definitely reassuring for us all.
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In this shorter episode we revisit some of the stories from the first ten shows. Today we go behind the scenes and hear the stories of how some world famous ads came to be, from Guiness Dancing Man and Quarrell to Paddy Powers Rhodri Giggs ad and the amazing Hovis Go On Lad. You will hear from
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Marketing legend and author Paul Feldwick talk about the Rowan Atkinson Barclaycard ad "Rug" https://www.youtube.com/watch?v=g-oCckHaGdM
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Former Paddy Power Head of Brand Emer McCarthy talks about Rhodri Giggs loyalty https://www.youtube.com/watch?v=cBlkxsbtlgw and also Jose Mourinho Jackpots https://www.youtube.com/watch?v=TerX8S-NHFk
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Jon Goldstone, Managing Partner of the BrandGym gives the lowdown on the briliiant Hovis Go On Lad https://www.youtube.com/watch?v=s_suyZb5mDk
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Kay McCarthy of MCCP shares something surprising about Guinness Dancing Man https://www.youtube.com/watch?v=5Om15TM7t9g
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Damian Devaney of TBVGlobal chats about working with Michael Fassbender in Guinness Quarrel and what they got up to on set https://www.youtube.com/watch?v=mSh1NNp0q5Q
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Doug Cameron, founding partner of DCX shares how the remarkable Payless Shoes - Payless Experiment "Palessi" campaign was born https://www.youtube.com/watch?v=-2gaNq-rOkI
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Paul Dervan CMO with the National Lottery talks about one of his favourite campaigns "O2 Play Them Next" https://www.youtube.com/watch?v=wl1vwr6L1R4
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This week, you can hear host Conor Byrne learn live as he delves into the world of Web3 and more with Richard Petrich founder of the agency 'The Value of We'. For Richard, everything is built around the future of technology; currently focusing on AR, VR, Web3, the Metaverse etc. His niche is being the middle layer as the bridge marrying the tech compliments with the right brand.
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This week, Conor is joined by Damian Devaney to talk about finding the right people and creating the right environments with the collective skills to succeed and how this can lead to marketing being a transformative function for a business. Damian is Regional President with TBVGlobal and Founder of DSquared. Damien has previously worked with multiple global brands including Bailey's, Guinness, Coca Cola, O2 and Smurfit Kappa.
Contact us on thatswhaticallmarketing@gmail.com or follow us on twitter @thats_marketing
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In this week’s episode, Conor Byrne is joined by Diarmuid McSweeney, Co-Founder and CMO at Gym+Coffee. Created in 2017, the brand has achieved incredible success but it wasn't always easy. Diarmuid shares the early chapters of Gym+Coffee and what it took to make the brand Ireland's largest, fastest-growing and most recognisable active + athleisurewear brand today.
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Conor is joined by Paul Feldwick, author of two books, The Anatomy of Humbug and Why Does the Peddler Sing? He is a leading strategy thinker and formerly head of account planning at legendary advertising agency, BMP. In this episode, Paul delves into his distinguished career in advertising, working on some of Britain’s most famous advertising campaigns including Rowan Atkinson for Barclaycard and the Sugar Puffs Honey Monster, and his firm belief that entertainment is the key to creating distinctive ads that stand out from your competitors.
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Never one to shy away from controversy, Paddy Power over the years has delivered some of the most memorable PR stunts and ad campaigns in the business. This week, Conor is joined by Emer McCarthy, Head of Brand at Paddy Power. Emer delves into the key processes behind brand building and the importance of investing in relationships with her agencies, and shares some great personal anecdotes along the way too.
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In this week’s episode, Conor Byrne chats to Doug Cameron, Founder and CEO of DCX. Doug, from his home in Brooklyn New York, reveals how he met advertising tycoon, David Ogilvy, and how you can begin to consider a cultural strategy, by cultivating a more genuine relationship with not only the people who need your product/service, but potential employees and collaborators too.
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This week, Conor chats with Paul D’Arcy, CMO of Miro and named one of the top 100 most innovative CMO’s in the world. Paul has worked for highly impressive brands such as Apple and Indeed. He shares his journey to becoming CMO, his invaluable insight around building key marketing teams, and most importantly, how your brand can gain attention in our cluttered consumer market.
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In this week’s episode, Conor Byrne is joined by Kay McCarthy, Founder and MD at MCCP, and a global brand strategy leader in her field. At Diageo, Kay shaped the Guinness brand positioning strategy to pivot the brand on its journey from being an old man’s drink to being a drink relevant for people of all generations. If you want to understand how to gather insights for a great strategy, this episode is for you!
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Want to learn from the leading lights in the marketing world and listen to their unique stories? Conor Byrne, Senior Marketing Director at Indeed, interviews Paul Dervan,CMO of the National Lottery. This episode covers an array of topics including the power of failure, the flawed nature of briefing, and what uniquely got Paul interested in advertising!
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Join Conor Byrne, Senior Marketing Director at Indeed as he interviews Jon Goldstone, Managing Partner of The Brand Gym, with 25 years of marketing experience driving brand growth in highly competitive retail environments. Jon pulls back the curtain on the success of the epic 'Go on lad' campaign for Hovis and many more!
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Welcome to That's What I Call Marketing with Conor Byrne, a new podcast all about the world of marketing. Episodes bi-weekly.
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