Avsnitt
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A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller.
Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world’s largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising.
Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world’s most recognisable brands.
Part One
Andrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad & how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency.
Part Two
Steve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding.
03:12 The Power of Radio Advertising
04:34 Creative Storytelling in Ads
08:04 The Fame Factor in Branding
11:51 Understanding Left and Right Brain Advertising
19:57 The Love for Irish Radio
20:49 The Power of Local Radio
22:29 Creative Consistency in Advertising
23:43 The Launch of Compound Creativity
26:06 The Importance of Consistency in Branding
27:11 The Role of Metrics in Marketing
29:26 The Debate on Gated Content
31:08 The Viral Marketing Stunt
31:41 The Fashion Collaboration Offer
35:00 Introduction and Setting the Scene
35:26 A Memorable New Year's Eve in Ireland
37:20 The Science of Sound and Cheese
40:16 Exploring the Universe of Sound
43:31 The Power of Sonic Branding
44:48 Crafting a Sonic Identity
57:35 The Role of AI in Audio Advertising
61:26 Regulation and the Future of AI Voices
65:27 Six Parameters for Successful Sonic Brands
71:23 Conclusion and Reflections on Audio's Impact
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This content is in French, Italian and Spanish. Obviously That's What I Call Marketing is a global podcast reaching audiences far and wide. As part of this months newsletter I talked about the work Nomad did in Brazil with Will Smith. So to be a truly global podcast I wanted to provide this content in different languages. So for listeners in France, Brazil and Spain - this is for you.
This was done using LipDub. Get in touch with me if you would like to know more about LipDub. [email protected]
How long before translations are automated on platforms like acast?
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Saknas det avsnitt?
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In this episode of 'That's What I Call Marketing,' we take a recap on a bustling October in the marketing world, filled with hits, misses, controversies, and significant AI advancements. With featured discussions centreing on h interviews with top marketing minds like and a comprehensive overview of the latest trends and debates.
Key topics include the democratisation of creativity through AI, the mixed reception of Burger King's recent campaigns, cultural adaptability in marketing as exemplified by Vince McMahon, and innovative uses of AI-driven marketing by major brands like Mondelez. Additionally, Conor delves into standout advertising like Uber's Brian Cox-inspired promos, controversial yet noteworthy campaigns by Heinz, and creative moves by Tesco and Guinness. We finish with intriguing dialogue on influencer marketing's efficacy, Channel 4's targeted ads approach, and groundbreaking marketing strategies epitomized by brands like Heineken and Aer Lingus.
00:44 Personal Journey update
02:49 AI and Democratisation of Creativity
06:20 Controversial Burger King Ad
09:56 Vince McMahon Docu-Series
11:48 Beyoncé and Levi's Collaboration
14:06 Mondelez's AI-Driven Marketing
15:31 Brian Cox in Uber Eats Ad
17:31 Sky Mobile's Campaign with Roy Keane
21:15 Heinz's Advertising Controversies
25:14 Creative Responsibility in Advertising
26:38 The Importance of Consistency in Branding
28:17 Critiquing Marketing Campaigns
30:29 AI in Marketing and Creativity
31:22 Music and Marketing Synergy
32:46 Challenging Marketing Science Rules
36:12 Innovative Media Strategies
40:53 Celebrating Marketing Leaders
43:11 Influencer Marketing Insights
44:28 Heineken's Hidden Message Campaign
46:51 October Podcast Highlights
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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, Citroen02:12 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!
Hosted on Acast. See acast.com/privacy for more information.
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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
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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
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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 YoutubeListen 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
Hosted on Acast. See acast.com/privacy for more information.
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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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- Visa fler
