That's What I Call Marketing

Synthetic Research Explained, Understanding AI-Powered Audience Testing for MarketersWhat is synthetic research and how accurate is it really?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Dr. Ben Warner, former Chief Data Adviser to the UK Prime Minister and co-founder of Electric Twin, to unpack one of the most talked-about developments in modern market research: synthetic audiences.This is not ChatGPT pretending to be a consumer. Synthetic research uses real-world survey data, behavioural modelling and large language models to create AI-driven audience simulations that allow organisations to test messaging, product ideas and strategy at speed before committing real budgets. If you work in marketing, insight, product, strategy or leadership, this episode will challenge how you think about research, risk and decision-making.⏱️ Timestamps00:00 – Introduction to synthetic research02:00 – From quantum physics to behavioural modelling03:35 – Why human behaviour is harder to predict than we think05:17 – The problem with traditional decision-making tools09:02 – What Electric Twin actually does10:00 – What a “synthetic audience” really means13:59 – Testing creative, messaging and propositions in real time15:06 – Accuracy vs traditional survey research17:00 – Real-world use cases across marketing and product19:02 – The danger of asking the “wrong” question23:06 – Democratising customer insight inside organisations25:00 – Where synthetic research fits (and where it doesn’t)27:00 – Innovation vs risk-averse organisations29:09 – The story behind the name “Electric Twin”In this episode, we cover:How synthetic audiences are built from real-world dataWhy traditional surveys can be slow, expensive and restrictiveHow AI allows teams to iterate research questions instantlyThe difference between testing ideas safely and making bold decisions blindlyWhy trust and validation matter in emerging AI toolsWhere synthetic research complements (not replaces) conventional methodsWhy this mattersEvery organisation says it wants to be “customer-centric”.But insight is often expensive, delayed, siloed or underused.Synthetic research introduces a new tool into the decision-making toolkit — one that allows teams to explore, iterate and pressure-test ideas before they go live.Whether you are a CMO defending budget, a product lead developing a proposition, or a strategy team modelling future scenarios, this conversation explores how AI-driven research could reshape how decisions are made.If you found this useful, share it with a colleague and subscribe for more conversations with marketing leaders shaping the future of the industry.🎧 Listen to more episodes of That’s What I Call Marketing 📌 Connect with Conor Byrne for more marketing insight🔗 Learn more about Electric Twin and synthetic audiences Hosted on Acast. See acast.com/privacy for more information.

What does your CFO actually want to hear from you?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Michael Kaminsky former analytics leader at Harry’s and Founder & CEO of Recast to unpack the real tension between marketing and finance. After Michael’s Harvard Business Review article on the CMO–CFO relationship circulated widely (and resonated strongly with CFOs and CMOs), this conversation goes deep on:Why marketing forecasts keep missingWhy finance doesn’t trust marketing numbersHow to talk about ROI and risk crediblyThe problem with last-click attributionHow to structure experiments properlyWhat “expected value” really means for marketersWhy brand investment must be framed as capital allocationIf you’re a CMO, Marketing Director, Head of Performance or brand leader trying to build a stronger relationship with your CFO — this episode is essential.⏱️ Chapters 01:02 – Michael’s time at Harry’s: analytics, growth & experimentation 05:00 – The early days of podcast advertising & growth bets 06:15 – False precision in marketing measurement 07:23 – Brand tracking, survey data & real signal 08:42 – The Harvard Business Review article 09:07 – Why CMOs and CFOs feel tension 10:13 – Speaking the language of finance 14:21 – Discounted cash flow & thinking in timelines 15:00 – The credibility killer: marketing marketing 15:32 – Why being willing to be wrong builds trust 18:20 – Talking about risk & expected value 22:18 – Incrementality & structured experimentation 25:05 – Recast: forecasting & bridging marketing and finance 28:28 – The forecasting trap: last-touch attribution 30:19 – Compounding learning & agency transparency 32:00 – Final reflections: marketing as growth co-pilot🔎 Topics CoveredCMO CFO relationshipMarketing finance alignmentMarketing ROIForecasting marketing investmentIncrementality in marketingLast click attribution problemsMedia mix modelling (MMM)Brand investment vs short-term performanceCapital allocation in marketingBuilding trust with financeIf you found this valuable:✔️ Share it with a fellow marketer ✔️ Subscribe for more conversations with leading marketing thinkers ✔️ Leave a review — it helps the show reach more senior marketersCheck out Recast here https://getrecast.com/ Hosted on Acast. See acast.com/privacy for more information.

What does it really take to move from brand marketer to global growth leader?In this episode Conor Byrne sits down with Orla Mitchell for a candid, commercially grounded conversation about leadership, long-term brand building and earning marketing’s seat at the growth table.Orla’s career spans senior roles at Nestlé, Kerry Foods, and Mars, where she led global food and confectionery portfolios including the transformation of the gum category and the return of Extra to the #1 position in the US. She later returned to Ireland to join WaterWipes, ultimately becoming CEO and helping scale the brand internationally with sharper strategic focus and disciplined portfolio choices.This episode goes far beyond career highlights. It’s about how marketing thinking matures from creative execution to enterprise-level value creation.3:00 – Winning the Marketing Champion Award & what recognition really means4:40 – From accountancy to marketing: finding the discipline that fit6:00 – Cutting her teeth in FMCG at Nestlé9:50 – Being headhunted to Mars & stepping into bigger challenges13:00 – Dealing with disappointment & knowing when to leave15:20 – Long vs short term thinking before it was fashionable17:30 – Entering Mars: business model transformation over “just advertising”19:15 – Business marketer vs creative marketer21:00 – The Ehrenberg-Bass moment: science over opinion24:30 – Creative effectiveness, star systems & why great ads last27:00 – Test & learn done properly (with action standards)31:30 – Global roles & navigating “we’re different” market objections35:30 – Leading the gum category transformation38:20 – Extra’s growth in the US & penetration focus41:00 – Leaving Mars & the WaterWipes opportunity43:00 – Scaling a challenger brand & making tough market choices46:00 – Marketing as growth co-pilot, not support functionIf you lead brands, sit at an executive table, or aspire to do either, this episode is a masterclass in commercially credible marketing leadership.Thanks to Tracksuit for their support of this episode. Hosted on Acast. See acast.com/privacy for more information.

Zappi CMO Nataly Kelly joins to talk about the Sizzle, Systems & Sales Impact of The Super Bowl.The Super Bowl is advertising’s biggest stage. $8 million for 30 seconds. Cultural noise at maximum volume. Celebrities everywhere. Music in almost every ad.But once the spectacle fades, one question remains: which ads actually drove impact?In this episode, we unpack the Zappi Super Bowl 2026 report (check it out here) built from testing every ad live with 20,000 American category buyers and benchmarking them against the top 100 performing TV ads in the US.We explore:– Why emotional response alone isn’t enough – The role of purchase likelihood in predicting sales impact – How celebrities can amplify an ad — or bury the brand – Why distinctive brand assets (Budweiser’s Clydesdales, Nerds’ characters) still matter – The Pepsi polar bear debate and what it says about brand memory – How health brands like Wegovy, Hims & Hers and Ro cut through – Why the best Super Bowl ads are part of a system, not a one-night stuntThis conversation goes beyond ranking ads. It looks at what actually moves the needle — and what marketers without Super Bowl budgets can learn from the world’s most expensive media moment. Zappi’s full report is available at zappi.io here.Chapters2:25 – What Zappi Measures 4:07 – How the Super Bowl Ads Were Tested Live 5:00 – Celebrity Usage: Amplifier or Distraction? 8:54 – Brand Recall vs Entertainment 10:15 – Super Bowl Ads as Part of a System 12:38 – Music, Multi-Screening & Attention 13:54 – Health Brands, Outrage & Cultural Relevance 16:12 – Why Budweiser Still Wins with Distinctive Assets 18:34 – Pepsi, Polar Bears & the Coke Asset Debate 20:41 – System Over Sizzle: Campaign vs One Night 23:40 – The Emotional Power of Lays 24:35 – Nerds, Product Demonstration & Penetration 27:00 – What Marketers Without Super Bowl Budgets Should Learn 31:56 – Are Super Bowl Trends Changing? 36:50 – Favourite Ad 38:00 – Why Sales Impact Still Matters Most Hosted on Acast. See acast.com/privacy for more information.

Most advertising doesn’t fail because it’s wrong. It fails because it’s dull and dull is expensive.In this episode of That’s What I Call Marketing, Conor Byrne sits down with Adam Morgan and Karen Nelson-Field to unpack the real cost of dull creative and dull media using hard evidence from IPA effectiveness data, System1 testing, and large-scale attention measurement.The conversation moves beyond taste or opinion and into economics: why rational, low-emotion advertising can still “work” but only by wasting millions; why some media environments structurally suppress attention; and why optimisation, procurement pressure, and performance thinking have quietly normalised mediocrity.If you work in brand, media, B2B, finance-led marketing, or any category that tells itself it has to be boring, this episode is a wake-up call.What you’ll learnWhy 50% of ads struggle to beat a cow chewing grass on attention and emotionHow dull creative drives up required spend by millions to achieve the same outcomesWhy CPM is often a cost per meaningless thousandHow attention volume predicts ROI, memory, and effectivenessWhy great creative fails when media doesn’t give it a stageHow risk, responsibility, and “sensible” decisions slowly drain impact from workWhere AI may actually help creativity rather than flatten itThis episode draws directly on the “Cost of Dull” research programme and explains what it means for marketers trying to balance effectiveness, efficiency, and real-world constraints. 02:27 – What do we actually mean by “dull” advertising?03:55 – The cow-chewing-grass test and why half of ads lose06:00 – Attention vs emotion: two ways to measure dullness08:00 – The Cannes “Ennui” experiment and burning money as a signal11:10 – What “dull media” really means (and why it’s misunderstood)13:55 – When great creative is wasted by low-attention environments16:20 – Is dull creative ever the better option?17:24 – Trust, facts, and why rational messaging costs more19:00 – Campaigns vs single ads: where attention is really lost20:00 – Why mix matters more than hero-only thinking21:00 – Global differences: creative vs media effects23:00 – Why B2B marketing is structurally duller and the cost of that26:00 – The “dull eclipse”: performance mindset, optimisation, benchmarks28:20 – Procurement, pricing pressure, and creative erosion31:00 – CPM, wastage, and the illusion of efficiency34:20 – AI, challenger brands, and testing creativity at speed37:55 – Risk vs responsibility: how sensible decisions kill ideas41:00 – What marketers can actually do differently43:45 – Final reflections and where the research goes nextAbout the guestsAdam Morgan is co-founder of Eatbigfish and a leading voice on challenger brands, effectiveness, and commercial creativity.Karen Nelson-Field is Professor of Media Science and one of the world’s foremost researchers on attention, media value, and advertising effectiveness.If you’re trying to explain to a CFO, procurement team, or board why “safe” work keeps underperforming, this episode gives you the language and the evidence to do it properly.Content Mentioned in the Episode: Risk & Responsibility https://www.youtube.com/watch?v=MuJx2IJjaFwCost of Dull Media Report https://21467338.fs1.hubspotusercontent-ap1.net/hubfs/21467338/COMPANY%20MATERIALS/Cost%20of%20Dull%20Final.pdfCost of Dull Eat Big Fish https://www.eatbigfish.com/thinking/challengers-and-cost-of-dull Hosted on Acast. See acast.com/privacy for more information.

François Bazini, CMO of Suntory Beverage & Food Europe is one of the most thoughtful brand CMOs in global FMCGFrançois shares a rare, inside view of what it really means to be a brand steward in organisations like Danone, BCG, PepsiCo and Suntory. From resisting short-term zig-zagging, to building brands that can withstand private label pressure, this conversation goes deep on the realities of modern brand leadership. We explore why marketers must act as brand CEOs, how tension with CFOs can be productive rather than problematic, and why targeting older audiences is one of the most under-exploited growth opportunities in marketing today. François also unpacks the Ribena turnaround, Schweppes’ response to Fever-Tree, and why most advertising testing is misunderstood. This is a wide-ranging, honest discussion about judgment, evidence, culture, and the long game in brand building.Topics include: Brand stewardship vs short-termism, marketing ROI, working with finance, global vs local marketing roles, age targeting myths, private label competition, creative testing, and why some brands endure while others drift.03:25 – Career path: from Danone to consulting and global brand roles04:55 – What BCG teaches marketers about being fact-based07:00 – Brand stewardship and avoiding strategic zig-zagging09:30 – Timeless vs timely brand decisions11:00 – Marketing ROI beyond short-term sales12:30 – Marketers as brand CEOs13:45 – Working with CFOs and productive tension16:00 – Global vs local marketing roles20:00 – Ribena: brand decline and recovery22:30 – Going back to a brand’s peak moment26:00 – The myth of always targeting youth29:00 – Schweppes, Fever-Tree and category disruption31:45 – Targeting over-45s unapologetically34:00 – Media thresholds and focus over fragmentation35:45 – Moving beyond marketing mix modelling38:15 – The limits of advertising testing41:00 – When great ads fail tests but succeed commercially42:20 – Competing with private label43:00 – DAQV: desirability, affordability, quality, visibility Hosted on Acast. See acast.com/privacy for more information.

What happens when a radio comedian, a senior drinks marketer, and a 2,000-year-old Roman hydration recipe collide?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Merrick Watts and Ed Stening, co-founders of Posca Hydrate — a sugar-free, hypertonic hydration drink inspired by ancient Roman Posca.Posca isn’t a nostalgia play. It’s a sugar-free, hypertonic drink inspired by a Roman solution to unsafe water — rebuilt for modern life, modern habits, and modern expectations. That means confronting everything from flavour and formulation to packaging, positioning, and retail resistance.Along the way, Merrick and Ed unpack a set of ideas that matter far beyond drinks:Why liquid still matters more than marketing.Why category creation is harder than brand building.Why refusing “me-too” formats can slow growth — but protect belief.And why brands should aim for humour, not jokes.Merrick explains why jokes age quickly, but a sense of humour travels across audiences, occasions, and time and how that thinking shapes Posca’s tone, creative decisions, and internal culture. It’s not about being funny. It’s about not taking yourself seriously while taking the product seriously.They also discuss building brand in-house rather than outsourcing belief, measuring brand as a startup using Tracksuit, balancing mental and physical availability, and what it really takes to scale a challenger brand globally without losing the story that made it matter in the first place.This is a conversation about founders, flavour, brand discipline, and the uncomfortable decisions that come with doing something genuinely different.3:50 – From radio comedy to drinks founder5:50 – Why the liquid comes first7:50 – The Roman origin of Posca10:50 – Turning history into a brand story14:50 – Ancient wisdom meets modern science16:20 – Building brand from the inside out19:50 – Tone, humour, and taking the product seriously23:50 – Building a category, not fitting one29:50 – Brand vs physical availability32:50 – Measuring34:50 – Global expansion strategy38:50 – The hypertonic breakthrough moment44:50 – Risk and belief Hosted on Acast. See acast.com/privacy for more information.

Kit Kats Global Head of Marketing Shares what it really takes to build and protect an iconic global brand?In this season opener for Season 5 of That’s What I Call Marketing, Conor Byrne is joined by Wael Jabi, KitKats Global Head of Marketing at Nestlé, for a deep conversation about brand judgement, consistency, partnerships, and the decisions that quietly shape long-term growth.Wael’s career spans Leo Burnett, Procter & Gamble, and Nestlé, and the discussion moves well beyond surface-level case studies. Together, they explore what KitKat teaches us about resisting reinvention, diagnosing the right marketing problems under pressure, and how major cultural platforms like Formula 1 can be used to express brand meaning rather than dilute it.This is a practical, reflective conversation for CMOs, brand leaders, and senior marketers who care about building brands that last not just chasing short-term performance.Topics covered include:Why most brands don’t need reinvention they need restraintThe marketing failure that taught Wael when price becomes the wrong answerWhat KitKat gets right about consistency and memory structuresHow to think about F1 and major sponsorships without losing brand meaningBrand vs performance decisions under pressureWhy judgement matters more than tactics at senior levels01:55 – Wael’s career path: agency to P&G05:50 – Why advertising isn’t the most important thing09:40 – A pricing decision that went wrong14:20 – Diagnosing the wrong marketing problem18:40 – KitKat and brand consistency23:15 – “Breaks are broken” insight26:50 – Making iconic work at global scale30:20 – Formula 1 and partnerships34:50 – Showing up in your world vs theirs38:20 – Judgement under pressure41:00 – What’s next for KitKatThanks to Tracksuit for their partnership with this episode, check out https://www.gotracksuit.com to find out more about the always on brand tracking platform Hosted on Acast. See acast.com/privacy for more information.

Which Christmas ads did Irish viewers love in 2025? In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star testing platform.We analyse the biggest festive campaigns of the season, including:Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Home Store + More, M&S, Woodie’s, Eason, Aldi, Amazon, and Coca-Cola.Across the episode we explore:• Why some Irish Christmas ads performed far better than expected• The surprising gap between marketer opinion vs consumer reaction• What emotional storytelling gets right and wrong at Christmas• How branding, memory structures and fluent devices shaped the rankings• Why consistency helped brands stand out• The role of humour, reality, nostalgia and AI in this year’s festive campaignsWhether you work in marketing, advertising, strategy, media, or creative, this deep dive into the best Christmas ads of the year reveals what truly resonates with audiences and what doesn’t.🎄 Brands discussed: Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Woodie’s, Home Store + More, M&S, Eason, Aldi, Amazon, Coca-Cola.📍 CHAPTERS03:03 The lowest ranked ads05:18 John Lewis debate emotional truth vs emotional fit07:41 Functional ads & the problem of “sameness”13:28 Sea Swim: why it keeps winning hearts15:27 Sky Mobile & the Roy Keane effect17:23 National Lottery: a new less fun direction21:25 An Post Tin: Man does the story need a new chapter?23:33 M&S Food: when style overtakes substance26:20 Home Store + More the surprise hit27:56 Coca-Cola Holidays Are Coming (AI version)30:56 Dunnes Stores Shine Bright: the craft that endures32:50 Aldi & Kevin the Carrot: did they need a 3 parter?36:00 Eason: an emotional standout38:56 Amazon: a global festive story returns41:54 Woodie’s crowned #1 in Ireland https://www.youtube.com/shorts/22prv5XcpSM44:50 The panel’s all-time favourite Christmas adsCheck out the Red Star Testing Platform https://redcresearch.com/product/red-star/ Hosted on Acast. See acast.com/privacy for more information.

CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!02:35 Katherine's Global Marketing Experience04:32 Natalys Background and Contribution05:18 The Power of Global Connections08:31 Foundations of Marketing and Branding09:40 Cultural Intelligence and AI Limitations10:31 Localisation and Cultural Nuances15:14 Organisational Attitude and Flexibility16:35 Proximity Bias in Large Economies17:49 Freedom Within a Frame Framework19:04 Kit Kat's Global Strategy20:46 Kerry Gold's Adaptation to US Market22:05 Global Brand Consistency26:33 The Impact of AI on Global Branding28:23 Cultural Nuances in Marketing29:36 Anecdotes and Lessons LearnedBuy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825 Hosted on Acast. See acast.com/privacy for more information.

What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore: 👉 The real reason discounting destroys long-term value. 👉 Why profitability, not revenue, is the measure that matters. 👉 How brand equity lets companies charge 30% more — and why few marketers understand margins. 👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.What You’ll LearnWhy pricing is the forgotten P — and marketers must reclaim it.The psychological and financial damage of endless promotions.What Nestlé’s portfolio clean-up reveals about focus and profit.How the marketing profession lost the plot on creativity and strategy.Why AI won’t kill marketing — it will expose who actually understands it.The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.⏱️ Episode Chapters 01:20 – Mark Ritson & his return to Dublin 03:00 – Why sold-out events show poor pricing strategy 04:30 – The hidden cost of discounting and brand devaluation 07:00 – How Kellogg’s proves the power of price premium 08:30 – Profitability vs. revenue: what marketers forget 10:20 – Why marketers must be part of pricing decisions 12:30 – Nestlé’s new CEO and the art of brand consolidation 15:00 – The 80/20 rule and why most portfolios are bloated 17:00 – “Kill a brand, keep a customer”: cutting smart 20:00 – Marketing talent and the future of brand management 22:00 – Have we over-hyped creativity? 23:00 – The 4Ps and why product and price still dominate 25:00 – Why marketers stop learning after launch 26:30 – “Strategy is the orgasm of marketing” 28:00 – OpenAI’s ad: a masterclass in bad branding 30:30 – The branding chaos in AI tools 31:50 – The “Thirties” lens: long-term change, not next-year fads 34:00 – What AI really means for marketers 36:00 – Why strong brands will still win in an AI world 38:00 – Synthetic data and the future of perfect marketing plans 40:30 – Sydney Sweeney, American Eagle & System1 scores 43:00 – Non-profits and the four Ps done right 46:00 – The Mini MBA sale & Brave Bison partnership 49:00 – The U.S. expansion plan with Adweek 51:00 – How success proved his own theories right 52:00 – On Ireland, Guinness, and the art of the deal 55:00 – Why Ireland outsmarted everyone in the EU 56:30 – Why Ritson never preps a talk — and why it worksFind out more about Tracksuit Hosted on Acast. See acast.com/privacy for more information.

What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com💡 Powered by GoTracksuit.com02:45 Brady’s path from teaching to purpose-driven marketing05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”07:10 Solving the salary and perception problem with two bank accounts09:00 The birth of Charity Water’s brand: intuition over focus groups11:00 Proof, storytelling and tech: building Waterproof and donor trust12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”15:00 From paid performance to brand tracking with Tracksuit17:10 Future demand vs current demand: lessons from a plateau19:45 Building brand salience when no one’s “in market”21:00 How to run brand building on a limited budget23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test27:20 Channel mix: why dominance matters more than diversification31:10 TV, YouTube and MMM — what really drives donor acquisition34:00 Segmentation, salience and Byron Sharp for nonprofits36:00 The nonprofit plateau: learning from data, not instinct37:10 AI, automation and the next frontier of giving38:00 Brand trust and the simplicity of doing one thing brilliantly41:00 Purpose, mastery, and marketing that matters Hosted on Acast. See acast.com/privacy for more information.

PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.What You'll Learn:Why PR should be renamed "communications" (and what that shift actually means)The briefing framework that gets agencies to do their best workHow to turn one event into months of content across every channelThe truth about influencer numbers vs. engagement (and when each matters)Why budget constraints unlock creativity instead of killing itThe "brand newsroom" model and who should be your editor-in-chiefHow smaller brands can win with agility against bigger competitorsCHAPTERS:00:00 - Introduction: The Evolution of PR02:15 - Why "PR" Needs to Become "Communications"04:25 - Case Study: How One Email Changed a Client's Mind07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth10:04 - Why Great Campaigns Start With Great Briefs11:16 - The "Freedom Through Structure" Briefing Framework13:14 - Why Budget Can Be a Beautiful Constraint14:27 - Events as Content Machines, Not One-Day Moments18:27 - Measuring Event Success: Beyond Who Showed Up19:45 - Working With Influencers & Creators: Authenticity First23:06 - Does Follower Count Actually Matter?26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment28:00 - The Brand Newsroom Model: Operating Like a Publisher29:14 - Speed, Approvals & Team Alignment32:05 - Practical Advice: Setting Up Your Comms Function for Success37:52 - The Editor-in-Chief Role: Who Defends the Idea?with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.Across this conversation, we explore what that means for marketers:Why PR and SEO can’t live in silos, and how the brand newsroom model makes them work together.How to build visibility when there’s no guarantee of a click — and why being named in the answer might be more valuable than a referral.The role of blogs and owned content in the AI era — why they still matter, even if they never rank.How attribution is breaking down, and what marketers can do to rethink measurement when direct traffic and PPC get over-credited.Practical tactics: answering every related question in your content, writing for bots as much as for humans, and creating proof that compounds rather than one-off case studies.Why creative PR still matters more than ever, and how to structure stories that journalists — and machines — can’t ignore.This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.1:50 – The “oh shit” moment: Google AI Overviews7:48 – PR as trust signals in AI13:01 – Discovery beyond Google15:35 – Blogs still matter23:17 – Attribution is broken31:22 – SEO becomes a brand function44:08 – Writing for bots, not humans49:20 – Don’t chase every shiny channel57:00 – Building a LegacyThe Building A Legacy Series are in partnership with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success. Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation. Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms. This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry. 00:58 Introducing Sir John Hegerty01:17 The Knighthood Experience03:27 Early Career Challenges04:19 The Power of Failure06:59 The Creative Revolution in Advertising12:29 Iconic Campaigns and Their Impact26:14 The Role of Humor and Testing in Advertising34:00 The Importance of Creativity in Business35:58 The Future of Marketing and Creativity36:15 Stalking and Modern Advertising37:18 The Role of AI in Marketing39:00 Product Demonstration and AI40:08 The CMO's New Role42:02 The Importance of Creativity44:41 Creativity in Business46:29 The Impact of AI on Jobs48:47 Experimentation and Fun in Marketing55:22 Challenges and Fear in Marketing01:04:20 Reflecting on a LegacyFind out more about Sir John's course here Visit That's What I Call Marketing here Hosted on Acast. See acast.com/privacy for more information.

Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling. 05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories 08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth10:00 Navigating Large Organizations: The Power of Humility and Networking 14:50 Experimentation in Marketing: Start Small and Scale 18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams 22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders 28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients 36:00 Business Value of Sponsorships: Client-led Value in Partnerships 42:02 Strategic partnerships and sponsorships45:38 Challenges and advice for CMOsDon't forget to like, share, and subscribe to help us reach a wider audience! Hosted on Acast. See acast.com/privacy for more information.

The fastest way to grow 17 brands might be to advertise one.Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”What this episode covers:Masterbrand vs sub-brands: Why the team said, “We absolutely have to back the master brand”—and how one super-asset can “float all the other boats.”Global idea, local truth: The universal insight—win the morning (“you do you”) or you compromise the day—rooted in a 300+ person ethnographic study across Europe.Distinctive Brand Assets with plot (not just props): The DBA audit that unlocked Back the Bird, plus the moment the team literally “backed the bird.”Music as memory structure: How Jurassic 5 became their first-ever ad license—and why the track was stress-tested on set until nobody could imagine the film without it.Retail reality: Competing with own-label through superior product + brand value, a ruthless shelf line—Get the Original—and activations only Kellogg’s can do (e.g., EFL soccer camps).Effectiveness & scale: Ipsos and System1 pre-tests scored extremely highly; early sentiment is off the charts across UK/IE and also France/Italy—giving confidence to build the platform out.01:36 Kellogg's Legacy and Marketing Philosophy02:19 The Power of the Kellogg Master Brand06:20 Building Internal Alignment12:06 Global to Local Marketing Challenges20:44 Reviving Cornelius the Rooster24:20 Discovering Cornelius: The Strong DBA Asset25:08 The Role of Music in Advertising28:36 The Journey of Marketing Transformation32:46 Facing the Challenge of Own Label Brands37:19 The Power of Creativity and Brand Identity39:25 Measuring Success and Future Plans44:22 A Defining Moment for the Brand Hosted on Acast. See acast.com/privacy for more information.

The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out?In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold moves that have propelled The RealReal to the top. From her start in luxury hospitality at Ritz-Carlton to leading marketing for one of fashion’s most disruptive players, she reveals what it takes to build trust, scale a community, and stand out in a crowded market.Inside this episode:💥Values as a competitive advantage – The gold standards from Ritz-Carlton that still shape Caroline’s leadership today.💥Campaigns that cut through – If You Love Me, Let It Go and Ask Yourself What’s Real, and why the insights behind them matter.💥Going where you’re invited – Why Substack became an unlikely but powerful growth channel.💥Creators done differently – Letting influencers tell the story in their own way.💥Authenticity in the age of counterfeits – How The RealReal tackles trust head-on in a market flooded with fakes.💥 The future of resale – Growth, expansion, and why personal style beats algorithms.Whether you work in marketing, luxury, or sustainability, this episode gives you a behind-the-scenes look at how a brand can win by being clear on its values, obsessive about experience, and bold in its creative choices.📌 Subscribe for more conversations with marketing leaders.2:12 – Caroline’s career path: from consulting to luxury hospitality3:09 – Gold Standards: the Ritz-Carlton values that shaped her approach4:36 – Bringing hospitality mindset into The RealReal’s DNA5:20 – The RealReal’s mission: sustainability, access & personal style6:20 – Building a member-first community in a resale marketplace7:00 – Going where you’re invited: why The RealReal invested in Substack8:05 – Meet “The Real Girl”: storytelling meets resale market insights8:42 – Campaign spotlight: If You Love Me, Let It Go – giving customers permission to sell10:37 – Tackling counterfeits with Ask Yourself What’s Real12:52 – Inside the creative setup: in-house team & trusted agency partners14:12 – Shifting from bottom-funnel to full-funnel marketing15:06 – Creator partnerships: letting influencers tell the story their way18:39 – Why trust matters more than follower count20:09 – AI, search, and keeping cultural fluency at the core22:56 – Why customer experience is still the ultimate growth driver23:10 – Future of The RealReal: growth, stores & personal style journeys Hosted on Acast. See acast.com/privacy for more information.

In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building and performance marketing. From exploring whether traditional marketing models are outdated to discussing the importance of mental availability and brand distinctiveness, ChatGPT and Claude provide unique perspectives by embodying famous thought leaders. You'll hear strong arguments on both sides, including detailed strategies for brands with limited budgets and insights on how AI is transforming the world of search. Is differentiation essential, or is distinctiveness the key to brand success? Should marketers focus on broad reach or targeted campaigns? How will AI reshape the landscape of consumer interactions and search? Join us as we address these questions and more in a compelling AI-driven debate. Don't miss the chance to see which AI delivers a more convincing argument and what real marketing heavyweights might think of their digital counterparts. Share your thoughts on who you believe was the better debater—ChatGPT or Claude? Tune in to find out.00:00 – Intro: Robots Debate Marketing00:47 – Why this matters01:32 – Meet ChatGPT & Claude02:22 – STP: Outdated or essential?02:52 – Differentiation vs Distinctiveness03:46 – Reach or segments?04:29 – What should small brands do?05:16 – Budget advice: Claude vs ChatGPT06:49 – Do great brands advertise?08:01 – Galloway vs Hurman09:20 – What to tell a CFO10:45 – Are you contradicting yourself?11:52 – Innovation vs advertising12:23 – €1M plan for challenger brands13:49 – Fame first, clicks second14:44 – How AI changes search15:56 – If you're not in the model, you don't exist16:24 – Final thoughts Hosted on Acast. See acast.com/privacy for more information.

What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest brands.We discuss:*Why B2B marketing needs more emotion and less jargon*How Canva blends fun with functionality (yes, even for the C-Suite)*The role AI is playing across both product and marketing workflows*How the team is navigating the shift from bottom-up adoption to top-down enterprise sales*What marketers can learn about testing, localisation, and scaling with culture*This one’s packed with sharp thinking, practical lessons, and a few great stories 02:32 – Intro: Canva, Creativity, and Conor’s Fan Moment04:32 – Emma’s Tech & Marketing Journey (From Salesforce to Canva)06:32 – Falling in Love with the Product: Why it Matters in Marketing08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B10:32 – Why B2B Marketing Needs a Human Touch12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)13:32 – Test, Learn, Scale: What Works and What Doesn't15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth28:02 – Local vs Global: Cultural Nuance and International Rollout32:32 – Why Localisation Really Matters34:32 – What’s Next for Canva Hosted on Acast. See acast.com/privacy for more information.