That's What I Call Marketing

Tesco joins Deliveroo, Subway puts its strangest orders on billboards and a sponsor gets booed at Lionel Messi’s farewell. On the November edition of The Singles, Bella Harrison and Ed Parkin from Tracksuit join Conor Byrne on That’s What I Call Marketing to look back at October’s marketing stories and ask what each brand was trying to change.How do you tell whether a brand partnership makes sense? We use Tracksuit’s brand tracking data to look at what each partner brings, where customers already see a reason to choose them and what you’d want to measure after the campaign.In this episode, we cover– Tesco x Deliveroo. How Pablo London made a grocery delivery announcement worth watching, what Tesco gains from a bigger digital shelf and why trust matters to Deliveroo as it competes with Just Eat and Uber Eats.– Just Eat’s new brand platform. Why change a familiar campaign when you lead on preference? We look at the move away from celebrity-led ads and the decision to keep the familiar sonic cue.– Subway’s “Get Your Own Way”. How requests for more sweetcorn became outdoor ads, and why a brand with 80% awareness and 22% claimed usage is giving people a reason to order again.– Yorkshire Tea x Tony’s Chocolonely. Why a cup of tea and a bar of chocolate make sense together, and what each brand stands to gain from the “Are You a Melt?” collaboration during National Chocolate Week.– “What the Actual?” Why Sancor Seguros opening Lionel Messi’s farewell drone show with its own logo drew boos, and what the reaction to Martha Stewart’s Halloween costume raises for brands working with celebrities.– How to track brand visibility in AI answers. What marketers can learn by comparing how often they appear in ChatGPT and Claude with changes in brand familiarity and consideration.A useful listen for marketers interested in brand partnerships, creative strategy, sports sponsorship, marketing effectiveness and measuring brand visibility in AI search.That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at https://www.thatswhaticallmarketing.comCHAPTERS00:00 The Singles with Conor, Bella and Ed00:54 Tesco x Deliveroo and what drives delivery app preference07:07 Why Just Eat changed its brand platform10:36 Subway’s “Get Your Own Way” campaign14:13 Yorkshire Tea x Tony’s Chocolonely19:56 What the Actual? Messi’s farewell and celebrity Halloween backlash22:54 Tracking brand visibility in ChatGPT and ClaudeTHE SINGLES — IN PARTNERSHIP WITH TRACKSUITThe Singles is our monthly look at the marketing stories that got us talking, using Tracksuit’s brand tracking data to see what’s going on behind the headlines. Thanks to Tracksuit for supporting the series and to Hawksmoor for hosting us in person.Explore Tracksuit’s always-on, affordable brand tracking at https://www.gotracksuit.comThat’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Brent Smart, former CMO of Telstra and IAG, joins That’s What I Call Marketing to discuss how creative conviction builds brands, changes businesses and makes marketing more effective.From rebuilding NRMA Insurance around its heritage of help to changing how Australians felt about Telstra, Brent explains how to get a business behind bold creative work, protect brand investment under pressure and give it time to deliver commercial results.In this episode, we cover:– Why influencing people and protecting ideas are essential skills for a CMO.– How Brent brought NRMA’s “help” positioning back to life and why employee pride matters for customer experience.– How to balance current demand with future demand without sacrificing long-term growth for this quarter’s targets.– How Telstra challenged corporate advertising conventions with 26 short, stop-motion films during the Olympics.– Why craft is a strategic choice and how it can signal a premium brand.– How holdout tests and switching activity off can help reveal what your marketing is contributing.A useful listen for marketers interested in brand building, creativity, marketing effectiveness, CMO leadership, agency relationships and commercial impact.That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comTimestamps03:13 Missing law school by one mark05:41 What agencies teach future CMOs10:05 Protecting creative ideas inside a corporation16:08 Marketing science: Australia, the UK and America18:37 Moving from agency CEO to insurance CMO23:12 Why low-involvement categories need creativity25:35 Rebuilding NRMA around help and heritage30:09 Balancing current demand and future demand35:58 Making the commercial case for brand investment39:55 Telstra’s reputation challenge and customer research43:18 The Olympic campaign: 26 films, one better network46:27 Why craft is a strategic choice48:06 Holdout tests and learning by switching things off50:43 What Brent wants to do nextFurther readingExplore the Telstra Playbook from Future Demand:https://community.futuredemand.com/playbooks/the-telstra-playbookBrent also discusses Future Demand by James Hurman and its practical distinction between converting today’s buyers and building demand among the people who will buy in the future.Episode partner: TracksuitThis episode is brought to you in partnership with Tracksuit, the always-on brand tracking platform. Tracksuit helps marketers understand brand performance over time and bring evidence into conversations about brand investment with business leaders.Find out more: https://www.gotracksuit.comThat’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Georgina Leigh-Pemberton, Managing Director of Turner Duckworth London, joins That’s What I Call Marketing to discuss how design builds unmistakable brands, why restraint matters and how to make the business case for a redesign. You’ll understand how to identify the assets worth protecting, bring stakeholders with you and give a brand room to evolve while keeping what makes it recognisable. From Jim Beam’s porch to McDonald’s golden identity and Maker’s Mark’s red wax, Georgina explains how a brand’s history can provide the foundations for its future. We also explore what newer brands can learn from that approach, even when they have no archive to dig through.In this episode, we cover:– How distinctive brand assets support recognition, attribution and marketing effectiveness.– Why successful redesigns need stakeholder consensus and a clear commercial case.– The confidence it takes for established brands to resist chasing design trends.– How global brand guidelines can protect consistency while giving local teams creative freedom.– Why research means listening to consumers, then applying judgement to what you hear.– Where AI can help the design process and why learning the craft still matters.A vital listen for marketers interested in brand strategy, visual identity, distinctive brand assets, agency relationships and marketing effectiveness.That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comPARTNER: TRACKSUITThis episode is supported by Tracksuit, the always-on brand tracking platform. Understand how your brand is performing, follow changes in awareness and consideration, and see how you compare with competitors.Find out more: https://www.gotracksuit.comCHAPTERS03:34 From medieval history to advertising and design06:27 Jim Beam: finding a brand world on the porch08:22 Packaging, Yorkshire Tea and the move into design10:53 The role of design in marketing effectiveness13:21 Why design takes patience14:32 Managing a redesign across complex organisations15:49 McDonald’s: building consensus around the brand17:46 Making the business case to CEOs and CFOs19:09 Bringing clients into the creative process20:10 Protecting the idea through stakeholder feedback21:28 Why restraint takes confidence23:24 Building a new brand without a long history25:54 Reese’s: global consistency with room to play27:17 Listening to consumers through research28:35 Why the work continues after the guidelines30:03 When brand identities become part of culture31:09 Knowing what to preserve and what to change33:20 AI, human craft and developing young talent38:11 Sharing knowledge and learning from other agenciesThat’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Dee Cunniam, Head of Brand Marketing and Innovation at Britvic Ireland, joins That’s What I Call Marketing to discuss growing iconic Irish brands, leading through change and building a marketing career that keeps moving forward. How do you adapt a much-loved brand without losing what people love about it? Through her work on MiWadi and Ballygowan, Dee explains how consumer insight, product innovation and commercial judgement come together and why 18 years in one business has meant many different careers.In this episode, we cover:– How MiWadi responded when concerns about sugar challenged perceptions of the brand, balancing functional benefits with its emotional connection to families.– The thinking behind MiWadi’s 0% sugar range and why innovation needs to preserve a brand’s distinctiveness.– Ballygowan’s expansion into flavoured and functional water, and what an earlier launch taught the team about consumer readiness.– Moving shopper marketing beyond point-of-sale execution to a more strategic role across brands, customers and commercial teams.– Building influence by understanding other functions’ priorities and demonstrating marketing’s commercial value.– Why sideways moves, category experience and continuous learning can help marketers build broader careers.A useful listen for marketers interested in brand strategy, FMCG marketing, consumer insight, product innovation, marketing leadership and career development.That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comMAKE YOUR MARK — IN PARTNERSHIP WITH THE MARKETING INSTITUTE OF IRELANDThis is the final episode in our three-part Make Your Mark series, exploring the different ways marketers develop their expertise, build confidence and make a meaningful contribution to their organisations. The Marketing Institute of Ireland supports marketers through its competency framework, professional assessment, certification, ongoing CPD and a network of peers. Thank you to the Marketing Institute for partnering with That’s What I Call Marketing on this series.Find out more: https://mii.ieTIMESTAMPS02:51 From promotional work to agency life and FMCG06:41 Britvic Ireland and its portfolio of brands08:39 Eighteen years in one business, many different roles09:17 MiWadi: protecting the brand while responding to change13:00 Functional benefits, 0% sugar and product innovation15:18 Making the commercial case for brand investment16:17 Ballygowan: from mineral water to new drinking occasions17:55 Balancing innovation with the core brand19:37 How leadership changes as you become more senior21:23 Giving shopper marketing a more strategic role23:12 Building influence across the business24:44 Making time for learning and development28:53 Squiggly careers, sideways moves and category experience31:13 What marketing awards mean for the whole team32:51 The mark Dee still wants to make34:22 Club Orange, football and having fun along the wayThat’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Make Your Mark: Stephanie Bell, Head of Marketing for Mercedes-Benz in Ireland joins That’s What I Call Marketing to discuss building commercial credibility, making a global brand relevant locally and earning support for ambitious marketing.You’ll hear what “speaking the language of the business” actually looks like, how Stephanie secured backing for The Traitors Ireland partnership and why building relationships with future buyers matters alongside delivering sales today.When sales fall, pausing marketing can seem like the obvious response. Stephanie shares how she challenged that thinking by starting with the revenue target, working back to the number of customers needed and explaining how marketing would help deliver them.That commercial grounding runs through a career spanning Diageo, Heineken, FMCG, not-for-profit and automotive. It also shaped her approach to The Traitors Ireland: a partnership the business initially turned down, which went on to deliver almost 30 minutes of on-screen car exposure. Stephanie discusses the 40% year-on-year growth in GLC sales that followed, the lessons from the first series and the creation of four locally produced Irish TV ads for the second.In this episode, we cover:– What commercial and trade marketing roles taught Stephanie about customers, margins and making a case for investment.– Working on Orchard Thieves and adapting lessons from Diageo and Heineken to businesses where marketing has to earn its influence.– Securing local and global approval for The Traitors Ireland, with conviction rather than certainty.– Why Irish creative and cultural relevance matter, even when you have a globally recognised luxury brand.– Balancing immediate sales with future demand across Mercedes-Benz and BYD, while responding to electrification and changing buyer behaviour.– Making professional development part of the working day and helping a team build its skills and confidence.A useful listen for marketers interested in brand strategy, sponsorship effectiveness, commercial impact, global and local marketing, marketing leadership and career development.That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at: https://www.thatswhaticallmarketing.comMAKE YOUR MARK | IN PARTNERSHIP WITH THE MARKETING INSTITUTE OF IRELANDThis is episode two of our three-part Make Your Mark series, created in partnership with the Marketing Institute of Ireland. The series explores different routes through a marketing career and how marketers make their mark through expertise, confidence, continued learning and the impact of their work.The Marketing Institute of Ireland supports marketers through its competency framework, professional assessment and certification, CPD and training.Find out more: https://mii.ieTIMESTAMPS02:55 Stephanie’s path from commercial roles into marketing04:47 Learning brand marketing at Diageo and Heineken06:15 Orchard Thieves and challenging the cider category07:56 Bringing big-company experience into smaller businesses10:02 “Sales are down”: making the commercial case for marketing12:26 Building credibility with commercial stakeholders13:40 From FMCG and not-for-profit into automotive15:33 Managing Mercedes-Benz in Ireland: global brand, local market18:50 The Traitors Ireland: taking the risk and securing support22:23 Creating Irish TV ads for the second series23:48 Conviction rather than certainty25:08 Balancing current sales and future buyers27:52 Electrification and the better-informed car buyer28:38 Developing your own skills and supporting your team32:27 Challenging “we’ve always done it that way”34:27 Winning Best Entertainment SponsorshipThat’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.