Episodios

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

    Trevor Koen, Head of Marketing CertaCiara O'Grady, Senior Specialist, Onside SponsorshipTrevor Hunt, Head of Marketing, Citroen

    02:12 Meet the Expert Panel

    09:50 Sponsorship Strategies and Insights

    12:37 The Impact of Sponsorship on Brand Awareness

    17:53 Aligning Sponsorship with Brand Values

    20:16 Exploring the Bord Bia Bloom

    27:40 Understanding Sponsorship Measurement

    28:27 Integrating Sponsorship into Campaigns

    29:23 Activation and Industry Insights

    30:48 Making the Case for Sponsorship

    31:39 Event-Specific Strategies

    32:49 Challenges and Opportunities in Sponsorship

    42:04 The Role of AI and Technology


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



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


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


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


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


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


    00:00 Introduction and Event Recap

    00:27 Journey into Irish Music

    01:52 Influence of Carlos Santana

    03:43 Designing for Music Legends

    05:08 Grammy Nomination Experience

    07:15 Transition to Corporate Work

    12:20 Global Branding Challenges

    19:50 Writing the Book on Branding

    24:21 Empowering Employees at Ritz Carlton

    25:14 Understanding Brand Transformation

    26:02 Political Ramifications in Branding

    28:53 The Story of Dapper Dan and Gucci

    33:50 AI's Impact on Creativity and Design

    38:03 Balancing Calculative and Meditative Thinking

    40:18 The Role of Taste and Pride in Creativity

    42:49 Current Projects and Future Endeavours


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

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


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


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


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


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



    03:01 Transition from Music to Marketing

    05:53 The Influence of Steve Stoute

    09:31 Understanding Culture

    11:54 Working with Beyonce

    20:57 Segmentation and Identity in Marketing

    28:31 Targeted Marketing and Network Effects

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

    29:42 Social Contagion and Decision Making

    31:40 Micro-Influencers and Social Proof

    34:34 Cultural Production and Marketing

    43:24 Curiosity and Cultural Observation

    49:51 Exploiting Randomness in Marketing

    52:05 Unlocking the Influence of Culture Course


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

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

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


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


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


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


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


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


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


    00:31 Overview of Green Hat

    03:02 The Importance of B2B Marketing

    04:22 Research Insights

    06:10 Shifting Balance of Power in B2B

    09:53 Understanding the Buying Process

    23:17 Reputation Building and Hidden Process Bias

    23:24 The Case for Ungating Content

    23:55 Leveraging First and Third Party Data

    27:22 Rethinking MQLs and Metrics

    32:59 The Evolving Role of Sales

    42:27 What can you do now!


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

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


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


    01:57 Leadership and Marketing Strategies

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

    06:40 Personal Career Challenges

    08:42 Navigating Redundancies and Career Transitions

    12:11 Sector Experience and Marketing Versatility

    21:45 Brand Purpose and Organizational Alignment

    24:33 Boots' Legacy and Future Vision

    28:13 Final Thoughts and Reflections

    35:38 The Commitment to Being a Good Example

    35:50 Debating Purpose and Financial Confidence

    36:49 The Power of Long-Term Purpose

    38:16 Creative Options and Purpose Work

    39:37 The Success of Boots' Summer Campaign

    41:52 The Importance of Team Input

    47:59 Boots' Strategic Partnerships

    52:43 Navigating C-Suite Relationships

    58:05 Staying Close to Customers

    59:11 The Value of Improv in Leadership

    01:02:32 Evolving Marketing Strategies

    01:04:23 Future Focus: Growth and AI


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

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


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


    I will upload the regular audio file as well.


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


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


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

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


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


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

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


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


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


    As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message. So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month!


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


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


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


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


    01:24 Greta Hammel's Career Journey

    06:08 Insights from Cadbury's Gorilla Ad

    18:46 Navigating Brand Strategy Across Markets

    24:08 Transition to Promise Gluten-Free

    29:29 Relaunching Gallagher's Bakehouse

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

    32:18 Innovative Product Development and Packaging

    33:18 Market Transformation and Growth

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

    36:25 Sourdough Success

    38:13 Creative Marketing Strategies

    43:37 Expanding into North America

    49:27 Award-Winning Marketing and Team Dynamics


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


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


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


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


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

    20:23 The Growth Potential of Small Brands

    21:34 The Importance of Brand Management

    22:06 Leveraging Small Budgets Effectively

    22:53 Integrating Marketing Across the Organization

    23:26 Tools for Brand Positioning and Growth

    25:51 The Role of Training in Marketing Success

    27:25 Case Studies: Real-World Marketing Plans

    33:04 The Commercial Mindset in Marketing

    37:33 Effective Growth Strategies

    40:25 MII Course Information

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


    Thanks to today's show sponsor  CPL Marketing Recruitment

    Get in touch email 

    Instagram X Youtube

    Listen to all episodes here 



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


    01:41 Discovering Marketing

    04:19 Consumer Behaviour Insights

    05:40 Global Brands and Market Entry

    09:12 Marketing Beliefs and Theories

    19:43 Working with Companies

    24:07 Marketing Technology and Attribution

    28:01 Understanding Consumer Privacy Preferences

    30:01 Amazon's Lookalike Audiences

    32:52 The Importance of Marketing Benchmarks

    35:20 Advertising Effectiveness and Strategy

    42:16 Advice for Small Brands and Startups

    48:35 Skills for Future Marketers


    This episode is brought to you by CPL Marketing Recruitment


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

    Get in touch email 

    Instagram X Youtube

    Listen to all episodes here 


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


    00:45 The Evolution of Video and Clientele

    03:08 Transition to Client-Side Roles

    07:14 Global Market Dynamics

    13:26 Importance of Media and Commercial Strategy

    16:43 The Science of Sponsorship

    22:39 Introduction to the Total Video Report

    23:03 Origins and Evolution of the Total Video Project

    25:47 Understanding Viewing Patterns Across Age Groups

    29:03 Changes in Content Consumption and Market Dynamics

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

    37:49 Challenges and Learnings in Media Research

    41:02 The Role of Marketers in Media Measurement


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

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

    Get in touch email 

    Instagram X Youtube

    Listen to all episodes here 


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


    00:00 Introduction to the Podcast

    00:20 Community Engagement and Support

    00:56 Sportsbet's Elite Average Games Campaign

    02:39 X's Legal Threats and Advertising Challenges

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

    05:55 Who Gives a Crap's Unique Sponsorship

    07:11 Starbucks' New CEO and Controversial Commute

    08:50 Uber's Revenue Diversification

    10:30 Mars Acquires Kellogg's Snack Division

    12:00 Guinness' Premier League Sponsorship

    14:00 Dunkin' Donuts and The Instigators

    14:56 Snoop Dogg's Solo Stove Campaign

    15:39 McDonald's Japan AI Ad Campaign

    17:42 Steven Bartlett's Influencer Controversy

    19:23 Cristiano Ronaldo's YouTube Strategy

    20:55 HelloFresh's Global Campaign

    22:15 Oasis Reunion Marketing Genius

    23:43 Curry's Gen Z Social Media Campaign

    24:06 British Heart Foundation's CPR Campaign

    25:24 DNA of Distinct

    28:48 Recent episode recap and new sponsor announcement


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


    Part One

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


    Part Two

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


    PART ONE

    00:32 Discussing Performance Marketing

    01:24 Insights from Tracksuit's Research

    03:19 Brand Awareness and Conversion Rates

    05:06 Challenges for Small Brands

    06:42 The Importance of Creativity in Marketing

    09:19 Educating Finance on Marketing

    17:53 The Rise of AI in Marketing

    23:35 Dissecting Scott Galloway's Marketing Views

    24:43 The Power of Advertising in Tech Giants

    25:28 The Risks of Misleading Marketing Advice


    PART TWO

    27:37 A Conversation on Canva's Growth

    29:49 The Canva Experience: Empowering Creativity

    34:23 Canva's Global Strategy and Local Adaptation

    39:51 Innovative Product Launches: The Canva Way

    50:01 The Future of B2B Marketing with Canva


    The Cannes Sessions are brought to you by Freedman International.


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


    00:16 Uncensored CMO comments rectified

    01:10 Leaving LinkedIn: The Big Decision

    01:28 Challenges in B2B Marketing

    09:44 Global Marketing Insights

    12:50 The Role of Finance in Marketing

    16:12 Brand Consistency vs. Change

    19:22 Introducing Evidenza

    22:30 The Importance of Asking the Right Questions

    22:38 A New Way of Marketing

    23:36 Synthetic Research: Faster and Cost-Effective

    24:29 Creating Synthetic Samples

    25:55 Comparing Synthetic and Traditional Research

    30:28 The Flexibility of Synthetic Research

    33:24 Democratizing Market Research

    43:01 Global Reach and Future Potential

    45:12 Transitioning from LinkedIn to Startup


    The Cannes Sessions are brought to you by Freedman International


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


    Part One - Media today and tomorrow

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


    Part Two - A Cannes Lions Winner

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


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


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

    02:38 Insights on Media Management at P&G

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

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

    18:43 The Role of Technology in Modern Media

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

    23:57 Future of Cross-Media Measurement

    27:59 Talent Management in the Media Industry

    34:23 Part Two

    35:06 Background and Business Challenge

    37:00 Campaign Development and Relationships

    41:19 The Pub Museum Concept

    44:50 Execution and Challenges

    51:53 Trust and Collaboration

    57:01 Celebrating Success and Impact


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


    00:05 Life-Changing Trip to Ireland

    02:02 Lessons from Parents

    03:17 Core Values and Principles

    04:23 The Power of Passion

    06:25 The Importance of Happiness

    07:29 Designing Happiness

    12:29 Human-Centric Marketing

    16:03 Challenges in Modern Marketing

    20:05 Personal Journey in Design

    23:20 Building a Dream Team

    26:42 Striving for Personal Excellence

    27:12 Dealing with Dream Killers

    28:42 Finding Co-Conspirators

    29:29 The Five Phases of Change

    38:18 Building a Glocal Strategy

    43:56 The Pepsi Redesign Journey

    49:18 Maintaining Energy and Passion


    The Cannes Sessions are brought to you by Freedman International.


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

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


    00:19 Background & evolution of Laya Healthcare

    05:22 Living by Values at Laya

    08:10 Marketing Strategy and Team Development

    16:41 Building a World-Class Marketing Team

    23:35 Reflecting on Past Work and Learning from Others

    24:11 Team Values and Behaviours

    26:16 Focusing on Growth and Simplifying Efforts

    27:41 Challenges in the Insurance Category

    29:23 Consistency and Evolution in Marketing

    31:49 Celebrating Success and Looking Forward

    34:53 Continuous Learning and Development

    39:46 Adapting to Change and Staying Grounded

    42:48 Passion for Marketing and Team Development


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  • This is a 2 part episode with two wonderful guests.


    PART ONE

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


    PART TWO

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


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