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.
What does it really take to win attention in today’s chaotic marketing landscape — and keep it? In this episode of That’s What I Call Marketing, I sit down with Kerel Cooper, Chief Marketing Officer of GumGum, to talk about building bold brands, why B2B doesn’t have to be boring, and how contextual advertising is reshaping the future of media.Kerel’s career has taken him from ad ops to the CMO seat, and he brings a rare mix of empathy, commercial acumen, and brand belief. We unpack how marketing to humans (not personas), respecting attention, and aligning with sales builds real business impact. Plus: the role of AI, the evolving global-local marketing balance, and what brands get right (or wrong) about DEI.🔥 This is a must-listen for any marketer who’s rethinking what B2B branding can really mean.2:43 – Career Journey and Transitions6:37 – Joining GumGum and Marketing Philosophy8:22 – Contextual Advertising and Consumer Connection11:51 – Attention in Advertising14:43 – Marketing Strategies and Team Focus17:58 – Collaborative Sales and Account Management18:20 – Building Healthy Working Relationships20:52 – Balancing Process and Revenue24:06 – Adapting Strategies for Global Markets27:28 – Leveraging AI and Technology in Marketing29:27 – Promoting Diversity and InclusionThis episode is in partnership with Freedman International Hosted on Acast. See acast.com/privacy for more information.
Stephanie Parry, EVP of Client Management at JellyFish joins to talk about messy marketing. From AI-generated creative to navigating culture clashes in global teams, this episode dives into the chaos and opportunity shaping modern marketing. Stephanie shares lessons from building client relationships that actually last, the tension between global strategy and local nuance, and what it really takes to lead in today’s ever-evolving landscape.We talk:– The rise of creative AI (and why human judgement still matters)– What marketers can learn from working across Paris, New York, and Mumbai– Building trust with clients — beyond deliverables– How DEI, sustainability, and bold ideas can (and must) coexist– And why listening might be the most underrated marketing skill of allIf you’re feeling overwhelmed by change — this one will help you make sense of the mess, and maybe even embrace it. For curious marketers, bold brand thinkers, and anyone trying to figure out what comes next.02:45 – A Global Career Built on Curiosity 05:18 – Learning French, Failing French, Trying Anyway 06:45 – Building Deep Client Relationships That Last 08:36 – Global vs Local: The Real Challenge 11:02 – The Art of Listening in Leadership 13:20 – A Lesson That Changed Everything 17:55 – What Clients Are Asking About AI Right Now 19:32 – Creative AI Tools That Actually Work 21:15 – Abundance of Creative, Not Just Automation 24:00 – Bravery in the Age of AI 26:40 – Push for Transparency and Accountability 27:30 – DEI, Modern Masculinity and Creative Culture 28:45 – Cannes, Contradictions and Creative Joy 30:00 – Final Thoughts: Listen. Lead. Be Bold.Thanks to Freedman International for sponsoring The Cannes Sessions. Hosted on Acast. See acast.com/privacy for more information.
Join us for a deep dive into the 'Entertain or Die' report with Leanne Tomasevic, Head of Insight at Tracksuit, and Dan Salkey, Co-founder and Strategy Partner at Small World. Discover the most entertaining brands in the world, what makes them so engaging, and whether their entertainment value drives significant business results (spoiler alert: 29 out of the top 30 brands showing revenue growth, and two-thirds experiencing double-digit growth!)Explore the critical importance of capturing audience attention in a media-fragmented world where consumers have more control than ever over what they engage with. Understand why being entertaining is no longer optional for brands and get insights into the elevated competition created by media titans like Netflix, Mr. Beast, and Fortnite. Discover how brands, regardless of size or category, can drive business outcomes through entertainment by leveraging core metrics and personalised strategies.Leanne and Dan delve into the nuances of what makes content entertaining, extending beyond humor to include elements such as relevance, emotional connection, and brand character. Learn how building a compelling brand lore and engaging storytelling can make your brand stand out, with examples like Rescue Remedy's collaboration with Gen Z comedians for authentic, relatable content.Get inspired by case studies of brands like Duolingo and Liquid Death that have successfully adapted their marketing strategies to meet the evolving demands of today's audiences. Learn about the significance of 'fandom mapping' and how brands can uncover deep, human insights to inform their entertainment strategies, much like McDonald's has done with its fan truths and wide-reaching collaborations.For marketers working in more traditional or 'boring' categories, discover how breaking category orthodoxy and injecting an element of entertainment into their strategies can yield significant results. Whether you're working with limited budgets or trying to convince a skeptical C-suite, this discussion offers practical advice on conducting brand audits, proposing experimental strategies, and leveraging underutilised channels for maximum impact.Understand the critical importance of measuring the effectiveness of entertaining content, and how, by using Tracksuit, you can track emotional responses, purchase intent, and traditional metrics like market share to ensure that your entertainment efforts are driving meaningful business outcomes. With promising statistics linking entertainment to higher lifetime customer value and increased sales, this conversation provides a compelling case for why brands need to be entertaining in today's competitive marketplace.Don't miss out on this valuable conversation packed with actionable insights, real-world examples, and practical steps to make your brand more entertaining and impactful. Read the full 'Entertain or Die' report here & sign up for Tracksuit Insights Here 03:22 The Origin of 'Entertain or Die' Report04:25 The Importance of Entertainment for Brands07:15 Challenges in the Attention Economy11:19 Building Brand Lore and Engaging Content14:50 Leveraging Community and Writer's Rooms23:50 The Role of Humor in Entertainment25:27 Fandom Mapping for Brands26:46 Entertainment in Unexpected Categories28:33 Breaking Cultural Orthodoxy37:57 Implementing Entertainment Strategies Hosted on Acast. See acast.com/privacy for more information.
Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour. PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324Check out Richard's other books and consultancy here https://www.richardshotton.com/02:56 Early Career and Frustrations03:23 The Blood Donation Brief04:54 Discovering Behavioural Science05:53 The Role of Randomness in Career Paths08:37 Generational Differences and Social Proof11:42 The Power of Admitting Flaws15:54 The Importance of Distinctiveness in Advertising23:27 Challenges in Marketing Research29:04 Testing Social Proof in Marketing29:28 Applying AB Testing to Surveys30:07 Case Study: Car Pricing Perception32:40 The Rule of 100 in Discounts36:24 The Impact of Discounting on Perceived Quality39:55 Reframing Low-Cost Brands41:06 The Power of Language in Marketing45:36 Anchoring and Price Relativity51:44 Fairness in Pricing Strategies Hosted on Acast. See acast.com/privacy for more information.
What happens when you give a marketer full creative freedom, a food truck, and no permit? You get a marketing lesson you’ll never forget.In this episode of That’s What I Call Marketing, I’m joined by Ran Avrahamy, Chief Marketing Officer at AppsFlyer, who shares the wild journey of building a global brand—from a 13-person startup to a team of over 100 marketers across 20+ countries.We talk about:Why there’s no playbook for marketing success—and why that’s a good thingThe power of creative risk-taking (including his near-arrest in San Francisco)How to build culture that scales without turning boringThe constant tension between global brand consistency and local market relevanceHis simple but powerful decision-making lens: “Is it reversible?”And how his team is actually using AI—beyond the buzzwordsRan also opens up about the real challenges of leadership, keeping fun in the process, and why marketers need to embrace chaos, not fear it.If you're navigating brand-building, scaling teams, or just trying to figure out what the hell to do next—this episode is full of useful, human, honest insight.🔗 Follow, rate, review and share with the marketers in your life.📬 Want to work with That’s What I Call Marketing? Sponsorship enquiries: LinkedIn @ConorByrne#MarketingPodcast #AppsFlyer #B2BMarketing #MarketingLeadership #AIInMarketing #BrandBuilding #CMO Hosted on Acast. See acast.com/privacy for more information.
Guest Mark Shanley, creative director of Adam and Eve DDB talks us through his impressive career journey, from his early days in Dublin working at DDFH&B to handling major global campaigns for brands like Nike, Bud Light, and Amazon at Wieden and Kennedy in London. We kick off the episode with Marks Career Journey, his beginnings at DDFH&B in Dublin and his transition to London. Mark shares stories from his time at DDFH&B, including working on memorable ads for Fyffes bananas and collaborating with talented creatives. Mark talks about his move to London, his desire to work in top agencies, and the creative opportunities that led him to Wieden and Kennedy. We discover the challenges faced working on high-profile campaigns and how perseverance and hard work paid off, leading to successful ad projects for Nike and others. Mark reflects on the unique culture at Wieden and Kennedy, the intensity of working with prestigious clients like Nike, and the lessons learned.Before he transitioned to Adam and Eve DDB, he had hesitations about working in another agency, but he did join and was involved in some amazing campaigns like John Lewis home insurance ad, with a massive public backlash, that led to a 48% increase in sales. We talk about how a strategic pivot turned it into a memorable and successful ad. Conor and Mark delve into the impact of AI on the creative industry, its current limitations, and the potential future for AI in advertising. A wonderful episode with one of Ireland’s top creatives. 00:50 Mark's Move to London and Widen & Kennedy01:15 Campaign Highlights: Nike and More01:53 Creative Work and Collaborations03:43 Ambitions and Global Work12:23 Burnout and Rediscovery During the Pandemic21:28 Pro Bono Work and Special Olympics Campaign23:09 Joining Adam and Eve23:25 First Projects and Initial Challenges24:00 The John Lewis Home Insurance Ad Controversy26:35 Pulled Ads and Their Impact28:24 The Pot Noodle Slurp Campaign31:52 Adapting to Feedback and Making Changes39:47 The Role of AI in Advertising45:56 The Importance of Staying Current Hosted on Acast. See acast.com/privacy for more information.
What happens when an insight from 20 years ago is still relevant today and the ad you made to support that insight 20 years ago is part of popular culture. You run it again of course.This episode of 'That's What I Call Marketing' delves into an inspiring conversation with Jonelle Ricketts, a dedicated IKEA marketer whose career has spanned continents and cultures. In her first podcast interview you will siscover her fascinating journey from Canada to the Netherlands, driven by a unique blend of personal heritage and professional ambition. Learn how Jonelle and her husband embraced a life-changing opportunity that began with a casual dinner in Copenhagen and led to various impactful roles within IKEA's global marketing teams.Jonelle shares insights on the complexities and rewards of working at a global level, the importance of balancing local nuances with brand consistency, and the critical role econometrics play in optimizing media strategies. She also touches on her experiences with transitioning back to Canada, stepping into a leadership role with IKEA Canada, and leveraging innovative marketing strategies to navigate competitive and economic challenges. Don't miss this episode professional insights, personal anecdotes, and valuable lessons on brand building, market adaptation, and the evolving landscape of global marketing.00:50 Working with IKEA in the Netherlands01:49 Transition to Global Roles04:41 Challenges in Global Marketing07:18 Experience at BlackBerry08:37 Returning to Canada09:58 Joining Sephora and Returning to IKEA12:29 IKEA's Presence in Canada13:51 Competitive Landscape and Media Strategy14:54 Focus on Affordability and Quality17:58 Iconic IKEA Advertising27:42 Balancing Global and Local Marketing33:13 Innovative Media and Testing Strategies39:53 The Role of AI in Marketing Hosted on Acast. See acast.com/privacy for more information.
In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.01:49 The Founding of Glendalough Distillery02:18 Building the Glendalough Brand04:18 Challenges and Successes in the Spirits Industry06:31 Innovative Marketing Strategies07:36 Lessons in Expanding to the U.S. Market11:32 Crafting the Brand Identity15:56 Innovating with Seasonal Gins22:25 Going Global: Challenges and Triumphs26:14 Targeting Key Bars and Liquor Stores27:17 Social Media Strategies and Hard Work28:01 Expanding State by State28:45 The Turning Point with Mark Anthony31:29 Managing a Global Brand33:50 Reuniting the Team36:21 Focusing on Key Markets and Products47:15 Future Ambitions and Reflections Hosted on Acast. See acast.com/privacy for more information.
Join us in an engaging and insightful conversation as Brit Starr, the CMO of CreatorIQ, shares her journey and valuable marketing insights on That's What I Call Marketing. Brit delves into her foundational experiences at agencies, working on iconic brands like Shiner Beer, and how those experiences shape her current strategies. From the intricacies of crafting compelling briefs to the evolving roles of creators in marketing, Brit offers a wealth of knowledge. Hear about her professional challenges, including a stretch into a revenue role, and the unique aspects of marketing to marketers.Brit also discusses the acquisition of Tribe Dynamics by CreatorIQ and how the union has created a powerhouse in the influencer marketing space. Learn about the company’s community-first philosophy, its relentless focus on adding value beyond transactions, and how it has successfully marketed to some of the world's biggest brands like Levi's, BMW, and Anheuser-Busch.Don't miss Brit's perspectives on the importance of brand safety, the challenges of international marketing, and the transformative power of AI in streamlining marketing processes. She candidly talks about her leadership style and the importance of having open and honest team dynamics. Brit's reflections on her role as CMO, the significance of staying close to the customer, and how to keep a marketing team focused while fostering creativity are incredibly insightful.This episode is a must-watch for anyone looking to stay ahead in the ever-evolving marketing landscape.00:00 Listening to Customers and Community00:39 Early Career and Agency Experience05:35 Transition to Tech and Consulting06:16 Joining Tribe Dynamics and Role Evolution13:02 Acquisition by CreatorIQ and New Ventures17:28 Leadership Philosophy and Company Growth20:05 Client Relationships and Value-Driven Approach23:04 Navigating the Creator Marketing Landscape23:55 Solving Customer Problems with Technology25:05 Brand Safety in Creator Campaigns26:05 Managing High Volume Creator Collaborations26:38 Teaching Brands About Their Own Value27:17 Activating the Creator Community27:55 Staying Close to the Customer28:25 Marketing to Marketers28:49 The Power of Data in Marketing30:34 Measurement and Metrics in Marketing31:25 Challenges of International Marketing33:19 AI in Marketing37:46 Leadership and Team Dynamics40:15 Theories of Victory and Focus42:57 Becoming the CMO Hosted on Acast. See acast.com/privacy for more information.
Featuring Paul Dervan, Andrew More, Abi Moran & James DunneThis episode of 'That's What I Call Marketing' delves into the transformative role of AI in the marketing landscape. Host Conor Byrne and returning guest Paul Dervan, along with industry experts, Andrew More, Abi Moran & James Dunne, discuss the practical uses and benefits of AI in marketing, creative production, and advertising. They explore AI's potential to disrupt traditional workflows, the importance of crafting effective prompts, and the collaboration between AI and human creativity. Special segments include insights from Andrew Moore of LipDub on video localization and the future of AI in advertising, Abi Moran from Folk VML on AI's structural impact, and James Dunn on AI's limitations and the irreplaceable value of human nuance and creativity. The episode encourages marketers to embrace AI's capabilities while preserving the human elements that drive truly impactful work. Check out Lipdub here https://app.lipdub.ai/signup?afmc=1z Hosted on Acast. See acast.com/privacy for more information.
In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear.Key topics include:The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn’t just about reach but about leveraging their unique functionalities to achieve business outcomes.Challenging Established Marketing Theories: Hear why Felipe’s data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp.AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products.Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity.Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies.If you’re a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you’re in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=383662100:42 Early Life and Career Path02:37 Research Focus and Government Work03:47 Marketing Insights and Strategies04:20 The Power and Complexity of Marketing08:00 Brand Awareness and Decay10:06 Research and Publications11:04 Challenging Established Marketing Theories18:54 Campaign Efficiency and Optimization27:38 The Client-Agency Dynamic28:03 Oversimplification in Media Planning28:25 The Importance of Honest Conversations29:08 Channel Selection and Audience Targeting30:09 Understanding Media Functionality31:38 The Role of Different Channels36:16 Avoiding the Scattergun Approach39:07 Analyzing Media Strategies42:21 Opportunities in Media Pricing53:44 Future of Marketing and AI Hosted on Acast. See acast.com/privacy for more information.
In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades. We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.00:00 Introduction and Welcome00:10 Grainne's Career Journey at Diageo02:03 The Fundamentals of Marketing05:09 The Bailey's Turnaround Story06:27 Understanding the Product07:24 Repositioning Bailey's in the Market11:13 The Power of Advertising13:18 Crafting Iconic Guinness Ads14:12 Creativity with Precision16:03 Innovation and Nitrosurge17:53 Social First Approach22:46 Agency Relationships25:09 Guinness' Success in the UK27:02 Guinnfluencers and Community Engagement28:13 Quality Control and Consumer Feedback29:00 Global Reach and Market Growth30:07 Premier League Partnership32:12 Smirnoff's Market Position34:45 Balancing Global and Local Strategies37:15 Agile Brand Communities39:12 AI in Marketing41:56 Leadership Evolution42:18 Balancing Drive and Energy43:55 Paying It Forward44:48 Supporting Women in the Workplace46:13 Career as a Marathon47:45 Balance in Life48:24 Belonging and Inclusivity49:22 Socializing and Accessibility50:18 Looking Ahead to 2025A Top Marketing Podcast as rated by Feedspot Hosted on Acast. See acast.com/privacy for more information.