Afleveringen
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In this episode, Conor, Dan, and Jasper dive into the latest trends in the streaming industry, discussing how platforms like Netflix and Disney Plus are evolving towards profitability and profitability metrics. They also explore the impact of legacy brands like Sprite and Dr. Pepper reigniting historic campaigns to connect with newer generations. Additionally, the team talks about the importance of integrating connected TV into advertising strategies and how modern brands can stay culturally relevant. Finally, the conversation touches on the expansion of marketing APIs to platforms like Threads and the ongoing evolution of AI in advertising. Join us for an insightful discussion powered by tracksuit data!
02:21 The Streaming Wars: Profitability and Market Saturation
04:17 Demographics and Streaming Preferences
06:06 Advertising in the Streaming Era
07:25 The Rise of Connected TV
12:39 Personal Preferences in Streaming Services
14:26 Sprite's Nostalgic Marketing Strategy
25:20 Threads: The New Social Media Contender
30:34 The Role of AI in Marketing
Adweek Article Referenced: https://www.adweek.com/convergent-tv/netflix-ads-ai-puts-brands-in-shows/
Check out gotracksuit.com
Dan Fleming & Jasper Skinner are on LinkedIn - connect & meet
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What happens when you give teams of young marketers just two days to tackle a cause-led brief? This episode pulls back the curtain on Ireland’s 2025 Young Lions winners and their razor-sharp responses to the Spinal Injuries Ireland brief.
You will
Hear how teams went from blank page to game-changing idea in 48 hours—then how they’re honing that discipline for a 24-hour sprint in Cannes.Hear about the winning ideas, from a crowdsourced AI route planner built on Google Maps, to a double-page “wheelchair ruler” print tool, discover how smart simplicity and genuine insight spark real behaviour change.Hear their views on our industry today, the industry they are shaping and get their unfiltered takes on AI’s role in creativity, the shifting media landscape and why “autopilot” thinking is the real obstacle.👍 Like, ★ rate and share with a fellow marketer hungry for a challenge.
The Cannes Sessions are brought to you by Freedman International.
Thanks to IAPI and my guests on this episode:
Gabriella Pricop & Eimear Byrne
Katie Bradley & Damien Biggins
Fiona Peppard & Deirbhile Brennan
Joy Nelson & Caitlín Roarty
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Zijn er afleveringen die ontbreken?
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In this episode of The Singles we focus on DoorDash's acquisition of Deliveroo, the marketing strategies of La Roche-Posay's sunscreen, and Lego's innovative activation at the Miami Grand Prix. The discussion delves into the competitive delivery market, analysing how DoorDash's acquisition of Deliveroo positions it within the UK market and the broader implications of this move. For the sunscreen segment, they examine La Roche-Posay’s campaigns to counter sun safety misinformation on platforms like TikTok and their partnerships with events like the US Open. The episode also highlights the intersection of nostalgia and modern branding with Lego's life-size, drivable Formula One cars at the Miami Grand Prix, enhancing brand engagement across various demographics. Additionally, the importance of customer-centric marketing, brand building, and utilizing Tracksuit's data-driven insights is emphasized, showcasing how brands can thrive in today’s competitive landscape.
02:21 Deliveroo and DoorDash Acquisition
06:31 Consumer Loyalty in Delivery Apps
13:56 Sunscreen Marketing Insights
23:20 Lego at the Miami Grand Prix
26:21 F1's Brand Collaborations
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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/1804091324
Check out Richard's other books and consultancy here https://www.richardshotton.com/
02:56 Early Career and Frustrations
03:23 The Blood Donation Brief
04:54 Discovering Behavioural Science
05:53 The Role of Randomness in Career Paths
08:37 Generational Differences and Social Proof
11:42 The Power of Admitting Flaws
15:54 The Importance of Distinctiveness in Advertising
23:27 Challenges in Marketing Research
29:04 Testing Social Proof in Marketing
29:28 Applying AB Testing to Surveys
30:07 Case Study: Car Pricing Perception
32:40 The Rule of 100 in Discounts
36:24 The Impact of Discounting on Perceived Quality
39:55 Reframing Low-Cost Brands
41:06 The Power of Language in Marketing
45:36 Anchoring and Price Relativity
51:44 Fairness in Pricing Strategies
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The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment
Dive into the latest marketing campaigns and strategies from challenger brands making waves in their industries. They start by discussing VRBO's bold billboard campaign against Airbnb and analyze the data behind both companies' performances in the accommodation services category. The conversation also highlights historic brand rivalries, like Burger King vs. McDonald's, to understand how competition can create consumer drama and excitement.
Next, they shift focus to Liquid Death, the irreverent water brand known for its quirky and humorous advertising. The discussion covers their strategic sponsorships, top-of-funnel awareness, and the importance of emotional consumer connections. The hosts also touch upon the recent documentary-style success of Wrexham AFC under the leadership of Hollywood stars Ryan Reynolds and Rob McElhenney.
Closing the episode, they explore a genius product placement by Google Pixel during the Liverpool FC Premier League win celebration, emphasising the significance of creative and impactful marketing tactics. Tune in for a comprehensive analysis of these fascinating marketing stories and to discover what makes challenger brands stand out in today's competitive market.
02:43 Airbnb vs VRBO: A Marketing Rivalry
06:24 Brand Rivalries and Marketing Tactics
15:35 Liquid Death: Disrupting the Water Category
23:46 Wrexham AFC's Football Fairytale
29:10 Google Pixel & That Mo Moment
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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
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nd sales. We go on to discuss Tesla's customer funnel issues and consider the broader implications of celebrity leadership on brand perception. Moving forward, we examine Puma's largest global campaign and its attempts to connect with its audience amidst stiff market competition. Lastly, we discuss Bonds, the iconic Australian brand, and its strategy to break into the U.S. market with a new campaign featuring Robert Irwin. The episode is filled with insights into how data-driven analysis can reveal the underlying truths behind these brand stories.
02:11 The Elon Effect on Tesla
03:53 Challenges in Tesla's Brand Perception
05:49 Celebrity Leadership and Brand Impact
11:16 Puma's Go Wild Campaign
17:28 Bonds' Expansion into the US Market
Don’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard.
Jasper: https://www.linkedin.com/in/jasperskinner/
Dan:https://www.linkedin.com/in/dan-fleming-a15854118/
Conor: https://www.linkedin.com/in/conorbyrne/
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In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling.
00:28 Rory's Career Journey
00:42 Guinness Made Of More Campaign Insights
01:31 Creative Challenges and Solutions
03:37 The Energy of Guinness Ads
04:12 The Sapeurs Campaign
06:47 Client and Agency Dynamics
07:27 Navigating the Creative Process
08:31 The Glass and the Clay Philosophy
10:00 Transition to Head of Strategy
12:35 Moving to New Zealand
15:43 Special Group's Success
18:29 Uber Eats Campaign
22:13 DB Export Campaign
25:40 Humor in Beer Advertising
30:50 Effectiveness in Advertising
34:43 The Role of AI in Advertising
35:14 Challenges and Opportunities with AI
41:26 Conclusion and Farewell
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In this episode of 'That's What I Call Marketing, The Singles,' we take a look at the latest hot marketing topics with Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the brands that are loved by Brits, insights gathered after surveying over 6,000 UK consumers in five major categories: supermarkets, fast food, tea, biscuits, and beer. We discuss loyalty (yes loyalty) to Yorkshire Tea and McVitie's Biscuits. Given the amount of chocolate we see in supermarkets at the moment we chat about the category looking at Galaxy's brand growth, and Tony's Chocolonely's impact in the competitive chocolate market. And who isn’t thinking about summer holidays, so we look into the airlines and hear about British Airways' successful emotional advertising campaign and its transformation of the brand's image. Enjoy a detailed exploration of marketing insights and consumer behavior trends shaping the market today.
00:00 Introduction and Overview
00:24 The Brand Map of Britain
10:55 Chocolate Preferences and Market Insights
14:25 The Unique Brand Purpose of Tony's Chocolonely
19:12 British Airways' Emotional Advertising Success
26:57 Comparing Brand Strategies: Chocolate vs. Airlines
Don’t forget to visit gotracksuit.com to download the Brand Map of Britain and check out their amazing always on brand tracking dashboard.
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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 & Kennedy
01:15 Campaign Highlights: Nike and More
01:53 Creative Work and Collaborations
03:43 Ambitions and Global Work
12:23 Burnout and Rediscovery During the Pandemic
21:28 Pro Bono Work and Special Olympics Campaign
23:09 Joining Adam and Eve
23:25 First Projects and Initial Challenges
24:00 The John Lewis Home Insurance Ad Controversy
26:35 Pulled Ads and Their Impact
28:24 The Pot Noodle Slurp Campaign
31:52 Adapting to Feedback and Making Changes
39:47 The Role of AI in Advertising
45:56 The Importance of Staying Current
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In this episode of 'That's What I Call Marketing,' Conor Byrne kicks off the new series 'The Singles,' focused on hot marketing topics with expert insights. Sponsored by Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the growth and impact of brands like Guinness, Nike, Poppi, and the rise of Reddit and Threads in the UK. For more on Tracksuit and to book your demo visit gotracksuit.com
00:00 Introduction to the Podcast and Series
00:48 Introducing Tracksuit and Its Benefits
01:44 Meet the Experts: Dan Fleming and Jasper Skinner
02:40 The Growth Journey of Tracksuit
05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness
10:28 Nike's Return to Greatness
16:04 Poppi's Acquisition by Pepsi
22:03 Reddit and Threads on the Rise
26:22 Future Episodes
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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 Netherlands
01:49 Transition to Global Roles
04:41 Challenges in Global Marketing
07:18 Experience at BlackBerry
08:37 Returning to Canada
09:58 Joining Sephora and Returning to IKEA
12:29 IKEA's Presence in Canada
13:51 Competitive Landscape and Media Strategy
14:54 Focus on Affordability and Quality
17:58 Iconic IKEA Advertising
27:42 Balancing Global and Local Marketing
33:13 Innovative Media and Testing Strategies
39:53 The Role of AI in Marketing
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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 Distillery
02:18 Building the Glendalough Brand
04:18 Challenges and Successes in the Spirits Industry
06:31 Innovative Marketing Strategies
07:36 Lessons in Expanding to the U.S. Market
11:32 Crafting the Brand Identity
15:56 Innovating with Seasonal Gins
22:25 Going Global: Challenges and Triumphs
26:14 Targeting Key Bars and Liquor Stores
27:17 Social Media Strategies and Hard Work
28:01 Expanding State by State
28:45 The Turning Point with Mark Anthony
31:29 Managing a Global Brand
33:50 Reuniting the Team
36:21 Focusing on Key Markets and Products
47:15 Future Ambitions and Reflections
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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 Community
00:39 Early Career and Agency Experience
05:35 Transition to Tech and Consulting
06:16 Joining Tribe Dynamics and Role Evolution
13:02 Acquisition by CreatorIQ and New Ventures
17:28 Leadership Philosophy and Company Growth
20:05 Client Relationships and Value-Driven Approach
23:04 Navigating the Creator Marketing Landscape
23:55 Solving Customer Problems with Technology
25:05 Brand Safety in Creator Campaigns
26:05 Managing High Volume Creator Collaborations
26:38 Teaching Brands About Their Own Value
27:17 Activating the Creator Community
27:55 Staying Close to the Customer
28:25 Marketing to Marketers
28:49 The Power of Data in Marketing
30:34 Measurement and Metrics in Marketing
31:25 Challenges of International Marketing
33:19 AI in Marketing
37:46 Leadership and Team Dynamics
40:15 Theories of Victory and Focus
42:57 Becoming the CMO
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Featuring Paul Dervan, Andrew More, Abi Moran & James Dunne
This 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
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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=3836621
00:42 Early Life and Career Path
02:37 Research Focus and Government Work
03:47 Marketing Insights and Strategies
04:20 The Power and Complexity of Marketing
08:00 Brand Awareness and Decay
10:06 Research and Publications
11:04 Challenging Established Marketing Theories
18:54 Campaign Efficiency and Optimization
27:38 The Client-Agency Dynamic
28:03 Oversimplification in Media Planning
28:25 The Importance of Honest Conversations
29:08 Channel Selection and Audience Targeting
30:09 Understanding Media Functionality
31:38 The Role of Different Channels
36:16 Avoiding the Scattergun Approach
39:07 Analyzing Media Strategies
42:21 Opportunities in Media Pricing
53:44 Future of Marketing and AI
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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 Welcome
00:10 Grainne's Career Journey at Diageo
02:03 The Fundamentals of Marketing
05:09 The Bailey's Turnaround Story
06:27 Understanding the Product
07:24 Repositioning Bailey's in the Market
11:13 The Power of Advertising
13:18 Crafting Iconic Guinness Ads
14:12 Creativity with Precision
16:03 Innovation and Nitrosurge
17:53 Social First Approach
22:46 Agency Relationships
25:09 Guinness' Success in the UK
27:02 Guinnfluencers and Community Engagement
28:13 Quality Control and Consumer Feedback
29:00 Global Reach and Market Growth
30:07 Premier League Partnership
32:12 Smirnoff's Market Position
34:45 Balancing Global and Local Strategies
37:15 Agile Brand Communities
39:12 AI in Marketing
41:56 Leadership Evolution
42:18 Balancing Drive and Energy
43:55 Paying It Forward
44:48 Supporting Women in the Workplace
46:13 Career as a Marathon
47:45 Balance in Life
48:24 Belonging and Inclusivity
49:22 Socializing and Accessibility
50:18 Looking Ahead to 2025
A Top Marketing Podcast as rated by Feedspot
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The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think.
In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team to Texas. We also tackle the political undertones influencing these changes and the potential impact on free speech and misinformation. Essential listening for anyone navigating the ever-changing social media landscape.
00:00 Introduction and Guest Introduction
00:02 Overview of Meta's Big Changes
01:30 Community Notes and Policy Simplification
02:47 Policy Enforcement and Civic Content
03:52 Free Speech and Platform Control
04:36 Trust Team Relocation and Tax Implications
05:09 Concerns Over Misinformation and Sensationalism
08:30 Impact on Brands and Advertising
14:30 Future of Social Media and Final Thoughts
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In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber Podcast
Marc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion.
00:17 Meet the Hosts
02:15 Campaigns of the Year
11:49 Bullish or Bearish: Marketing Trends
12:18 Influencer Marketing Insights
25:51 Greenwashing and Brand Authenticity
26:59 Marketing Surprises of the Year
27:18 TV Ad Spend and Frequency Debate
30:23 Pre-Testing Debate and Innovations
34:24 Jaguar's Controversial Rebrand
41:10 Predictions for 2025
43:05 AI's Role in Creative Marketing
45:17 Debating Marketing Theories
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In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts:
*Una Herlihy, co-founder of The Indie List;
*Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research.
Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, and how brands like Lidl, TK Maxx, and John Lewis performed. Learn about the evolving role of AI in advertising, the importance of brand consistency, and discover which ads struck a chord this Christmas. Tune in for expert insights, industry trends, and a comprehensive look at what makes a Christmas ad memorable.
01:59 Red C's Christmas Ad Review
04:07 Top 10 Christmas Ads Countdown
06:34 Discussing the Top Ads
07:19 Vodafone and Emotional Ads
11:31 Humor in Christmas Ads
13:43 Lidl's Winning Strategy
17:01 Kevin the Carrot: A Beloved Character
22:04 On Post's Emotional Impact
24:42 John Lewis: The Pioneer of Christmas Ads
25:07 Analyzing This Year's John Lewis Ad
27:04 Public Reaction to John Lewis Ad
28:44 Comprehension Challenges in Advertising
29:24 Nostalgia Meets Technology: Coca Cola's AI Ad
29:53 The Future of AI in Advertising
30:47 Mixed Reactions to Coca Cola's AI Ad
31:27 The Role of Nostalgia in Advertising
33:21 Localized Advertising with AI
36:10 Borrowed Assets in Ads: Success and Failures
37:02 Humor and Celebrities in Ads
38:09 Surprising Ad Performances
40:07 Heartfelt Ads of the Year
41:56 Innovative Campaigns and Predictions
52:33 The Power of Jingles in Advertising
Links to research: https://redcresearch.com/
Test Your Ad: https://redcdirect.com/
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