Episodit
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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
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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/
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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
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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 WinnerIn 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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Well for many my guest today needs no introduction, he is the outspoken marketing professor, no it's not Scott Galloway, it is the one and only Mark Ritson. We talk about something I hadn’t heard Mark talk much about in other podcasts, his early interest in marketing and his experiences with global brands. As we are at Cannes we talk about Cannes and Mark criticises the overemphasis on creativity, we hit on Marks view about the decline of American marketing education, the importance of market orientation and the misconceptions around brand purpose. We debate the role of pre-testing, the challenges small brands face, and the future of AI in marketing. To wrap up, Mark shares humorous and meaningful advice for young marketers. And along the way he has a pop and a good few things, John Legend, Creativity, Liquid Death and Muppets! If you are passionate about marketing and looking to gain insights from one of the industry's leading experts, this is an episode for you. The Cannes Sessions are brought to you by Freedman International. There is occasional strong language used in this episode so please be advised.
00:33 Journey into Marketing
01:16 Academic and Consulting Career
02:03 Global Marketing Experiences
03:38 Challenges in Marketing
04:51 Critique of Modern Marketing Practices
07:47 The Role of Creativity in Marketing
14:30 Consumer Orientation and Market Research
22:11 The Importance of Learning and Education in Marketing
26:21 Consumer Brand Perception
26:40 Creative Awards Critique
27:59 Pretesting in Marketing
29:43 Challenges for Small Brands
34:29 Retail Media and Legalized Blackmail
36:26 Consulting and Career Reflections
41:18 AI in Marketing
45:53 Final Thoughts and Advice
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In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International
00:17 Early Career and Advertising Foundations
04:26 Transition to Nike and Brand Repositioning
06:18 In-House Creative Teams and Retail Challenges
09:45 Global Marketing Strategies at Simon
13:39 Joining Huge and Embracing AI
25:40 Outcome-Based Agency Value
27:31 Client Collaboration and Data Integration
29:00 Early Involvement of Data Scientists
29:52 Innovative Digital Experiences
32:52 Visionary Leadership and Team Focus
37:42 Building Long-Term Client Relationships
43:20 Board Role at Charity Water
45:32 Conclusion and Final Thoughts
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Welcome to the third 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 take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.
Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.
The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.
This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.
03:41 Business Challenges and Sponsorship Strategies
17:43 Activating Sponsorships Effectively
26:45 Building Strong Relationships with Rights Holders
29:08 The Importance of Communication
29:16 Navigating Complex Sponsorship Deals
33:34 Engaging with Sports Talent
40:29 Measuring Sponsorship Impact
47:56 Starting the Sponsorship Conversation
Meet the Guests
Phil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency.Hosted on Acast. See acast.com/privacy for more information.
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What was top of the marketing charts in June 2024? Explore how brands activated around major sports events like Euro 2024 and Copa America, including standout campaigns from Paddy Power, Iron Brew, KFC, and others. Get insights into the creative strategies behind successful ad campaigns, such as KFC’s 'Believe in Chicken' and the emotional 'Hey Jude' for the English football team. Also, hear about some marketing mishaps and the latest trends in advertising, from innovative strategies to humorous takes on current issues. This episode is packed with marketing wisdom, Cannes Lions Festival highlights, and exclusive previews of upcoming podcast episodes featuring industry giants.
00:32 Sports Marketing Extravaganza
01:42 Creative Campaigns and Brand Strategies
04:56 KFC's Bold New Direction
06:21 Cannes Lions Festival Insights
08:01 Exploring London Ads and Fast Fashion Critique
10:39 Podcast Highlights and Upcoming Episodes
11:46 What have we missed?
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Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved.
8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.
Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success.
In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior.
01:15 The Dos Equis Campaign
04:33 Industry Changes and Adaptation
06:19 Transition to Glanbia
12:25 Optimum Nutrition's Success Story
19:19 Partnership with McLaren F1
23:35 Balancing Global and Local Branding
28:56 Investing in Local Talent
29:52 Learning from Mistakes and Experimentation
31:50 Valuing Brand in Business Strategy
33:48 Conversations with the C-Suite
34:42 Marketing Metrics and Business Goals
37:38 Adapting to Technological Changes
40:18 Maintaining Market Leadership
42:13 Skills for Future Marketers
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency
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Cannes ends today Friday so this is the final daily round up for this year. A shorter episode today, but I chat to Clare Molyneaux of Pubilcis France, one of the Young Lions jurors Eduardo Marques before heading to the Terrace Stage for the Young Lions awards, what an experience to see how much it means to everyone and I get a reaction from the Irish silver medalists. I grab Jimi McGrath of Droga5 Dublin to get his thoughts on the week and then head over to meet James Hurman and get his thoughts on the week. During the summer episodes will be released from the interviews I carried out at Cannes so stay tuned.
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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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- Näytä enemmän
