Canned the Marketing Podcast

This week Steph and Ben dive deep into the biggest night on New Zealand’s marketing calendar – the YouTube NZ Marketing Awards. From standout campaigns like Vogel’s brand acts and the bold work from the NZ Herpes Foundation, to Spark’s Supreme win, they unpack what made the winners shine and why these awards matter for the industry. You’ll also hear: Behind-the-scenes stories on what it really takes to enter (and survive) the awards process How judging works and why the process is more rigorous than many think The tension between B2C and B2B categories – and whether B2B gets enough recognition A candid take on the cost of attending and who really benefits Why consistency (hello Stickman) can sometimes be the bravest marketing strategy of all Packed with anecdotes, insights, and a little controversy, this episode is your all-access pass to the night that celebrates the best in New Zealand marketing.

Summary In this episode, hosts Benn and Steph discuss a pizza launch at Hell Pizza and insights from recent marketing events focused on AI. They touch on cultural moments like Taylor Swift's engagement, the pitfalls of AI in advertising, and the rise of Spotify and YouTube in the podcasting space. The conversation shifts to the addictive nature of Labubu toys and the critical role of research in marketing strategies. They explore various research methods, the importance of customer feedback, and the integration of AI in marketing research, concluding with a reminder to prioritise research for successful marketing outcomes. Takeaways Research is essential for making data-driven decisions. AI is evolving, but authenticity in branding is crucial. Cultural moments can significantly impact marketing strategies. Brands must be cautious when using AI in advertising. Spotify and YouTube are now the leading platforms for podcasts. Labooboo toys highlight trends in consumer behaviour. Effective research can save businesses from costly mistakes. Engaging with customers directly provides valuable insights. Utilising AI can enhance research, but it should be fact-checked. Continuous research is vital for adapting to market changes. Titles Weekend Catch-Up: Personal Updates and Marketing Insights AI in Marketing: Key Takeaways from Recent Events Sound bites "Brands getting in trouble for using AI." "Labooboo is unlikely to have longevity." Chapters 00:00 Weekend Catch-Up and Personal Updates 03:00 AI in Marketing: Insights from Recent Events 05:52 Cultural Moments: Taylor Swift and Travis Kelsey 08:57 AI Missteps: J.Crew's Advertising Blunder 09:57 Podcasting Trends: Spotify and YouTube Overtake Apple 10:56 Labooboo: The Addictive Collectible Phenomenon 14:54 The Importance of Research in Marketing 20:06 Qualitative vs Quantitative Research: Understanding the Differences 21:30 The Importance of Testing in Marketing 24:44 Innovative Research Tools and Techniques 30:35 Customer-Centric Approaches to Research 35:45 DIY Research Methods and Resources 39:25 The Role of AI and Synthetic Data in Marketing 43:43 Integrating Research into Marketing Strategies   Keywords marketing, AI, research, cultural moments, podcasting, consumer insights, branding, Labooboo, Hell Pizza, Taylor Swift

In this episode, Steph and Ben discuss their personal experiences in the marketing field, exploring various career paths, dream jobs, and the importance of networking.   They delve into the differences between agency and in-house marketing roles, the role of recruiters, and the significance of mentorship.    Key takeaways Dream jobs in marketing can vary greatly. The importance of both networking and mentorship for a great career in marketing. How to harness the power of Linkedin. How to find the path that is right for YOU Chapters 00:00 Introduction and Exciting Plans 03:02 Work Updates and Marketing Workshops 05:59 Diverse Career Paths in Marketing 09:08 Dream Jobs and Career Highlights 11:56 Exploring Marketing Pathways 14:57 In-House vs Agency Marketing 17:56 Finding the Right Fit in Marketing Careers 20:57 Leadership and Career Decisions 22:48 Navigating Career Stages and Challenges 24:24 The Agency Experience: Pros and Cons 26:28 Freelancing and Consulting: A Flexible Path 27:58 Finding the Right Work Environment 31:09 The Role of Recruiters in Career Development 36:12 Networking: Building Relationships for Success 39:14 The Importance of Mentorship 41:29 Preparing for Your Next Career Move   Links: What Colour is Your Parachute?

In this episode, Steph and Ben explore the evolving role of events in modern marketing. From media fragmentation and AI breakthroughs like ChatGPT-5 to practical event strategies, they discuss how marketers can better connect with audiences and maximise engagement. They share lessons from both B2B and B2C contexts, including unexpected wins like a cheese brand at a boat show, and emphasise why audience context, face-to-face interactions, and post-event follow-up are critical to success. The conversation also features insights from Spark Accelerate, with guest Daz Martin offering a behind-the-scenes look at how owned events can shift brand perception, leverage technology, and create lasting value through content repurposing and KPIs. The episode wraps up with a preview of what’s next: career opportunities and pathways for marketers navigating today’s fast-changing landscape.

Summary In this episode, Ben and Stephanie discuss the evolving landscape of marketing with a focus on AI's impact. They explore social media bans, controversial marketing campaigns, and the role of AI in content creation and search. The conversation highlights practical applications of AI, insights from Procter & Gamble's research, and the future of marketing in a world increasingly influenced by AI agents. Takeaways AI is becoming ubiquitous in marketing and business. Social media bans are being considered in various countries. Controversial ads can reignite brand conversations. AI can serve as a valuable assistant in marketing tasks. Content creation is being transformed by AI tools. Deep content is essential for effective AI search. Procter & Gamble's research shows AI can enhance efficiency. Organisations must navigate AI policies carefully. AI agents may change the way we shop and interact with brands. The future of marketing will involve adapting to AI advancements. Sound bites "AI is everywhere, it's part of work." "AI isn't coming, it's already here." "The internet is turning into a slop." Chapters 00:00 Friday Vibes and Weekend Plans 02:04 Social Media Bans and Their Implications 05:01 Controversial Marketing Campaigns 08:11 The Rise of AI in Marketing 14:03 AI's Impact on Content Creation 19:45 AI in Search and Brand Discovery 30:33 The Evolution of AI and SEO 33:43 The Future of Search: Voice and Image 37:08 Understanding AI Agents 40:11 The Role of AI in Marketing 43:36 Embracing AI in Business   Keywords AI, marketing, social media, content creation, Procter & Gamble, search, digital marketing, technology, advertising, innovation

In this episode of Canned - the Marketing Podcast, hosts Ben van Rooy and Steph Quantrill discuss the challenges and strategies in marketing, particularly focusing on what to do when faced with budget cuts. They explore the importance of creativity, the impact of celebrity endorsements, and the necessity of building strong relationships with customers and partners.    Takeaways Budget cuts are a common challenge in marketing. Scarcity can drive consumer interest and engagement. Celebrity endorsements can turn a negative situation into a positive PR opportunity. Marketers should be proactive in managing budgets and expectations. Building relationships with customers is crucial for long-term success. User-generated content can be a cost-effective marketing strategy. Data analytics is essential for demonstrating marketing effectiveness. Maintaining visibility in the market is important during budget cuts. Understanding your audience is key to effective marketing.

Join Ben and Steph as we cover the latest genius PR stories, cap off our week and dive into the latest news in Marketing.  We break down what it really takes to win a Cannes Lion - with insights straight from the jury room. 

Join Ben and Steph on the first ever episode of Canned Pod as they break down the full Cannes Lions experience.  What it's like to go solo, what it takes to get there, and how to make the most of the festival experience.