Business of Marketing – Détails, épisodes et analyse

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Business of Marketing

Business & Entrepreneuriat

Fréquence : 1 épisode/4j. Total Éps: 97

Business of Marketing is the podcast of marketing intelligence. John Horsley and Justin Cooke sit down with the people running marketing and commercial functions at the world's biggest brands, agencies and platforms. In-depth, conversations on the record. Published at businessof.co.

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Données mises à jour le 15/09/2026

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Cannes Lions: Olaf van Gerwen of Chuck Studios on Why Food Advertising Sells the Category, Not the Brand

Épisode 113

jeudi 10 septembre 2026 • Durée 42:29

What makes a burger look like your burger? Or a beer look like your beer?

For Olaf van Gerwen, Founder & Global Creative Director of Chuck Studios, that question gets to the heart of a problem facing some of the world’s biggest food and drink brands: too much advertising makes the category look good, while doing very little to make the brand distinctive.

Recorded at Cannes Lions, Olaf joins John Horsley to talk about the craft and science of building brands through food.

They explore why years of performance marketing have pulled attention away from long-term brand building, why consistency beats constantly reinventing the campaign, and how brands can develop a distinctive “culinary identity” in much the same way they build a visual or sonic identity.

Olaf also shares the thinking behind Chuck Studios’ work with brands including McDonald’s, KFC and Lipton, why subtle brand cues can become incredibly powerful over time, and why his decision to specialise completely in food and drink transformed his own career.

His advice for anyone coming into the industry is equally clear: find the thing you want to be known for, then go deep.

A conversation about creativity, distinctiveness, specialism and what it really takes to build a brand people remember.

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Special Edition: LiveRamp’s Travis Clinger on the New Infrastructure of Marketing

Épisode 112

mercredi 9 septembre 2026 • Durée 31:23

AI is changing how consumers discover products, how brands reach them and, increasingly, how marketing itself gets done.

John Horsley is joined by Travis Clinger, Chief Connectivity & Ecosystem Officer and GM, International at LiveRamp, for a wide-ranging conversation about the infrastructure behind that transformation.

Travis explains why connecting identity across platforms has become so important as consumers move between CTV, social, publishers, retail media and emerging AI interfaces.

They discuss the evolution beyond cookies, the rise of interoperable identity, measurement and clean rooms, and why marketers increasingly need to understand a sequence of customer interactions rather than attribute a sale to a single advert.

Travis also takes John inside LiveRamp’s push into agentic marketing, including its LiveRamp Agent Builders programme and the growing role of AI agents in measurement, data collaboration and marketing workflows.

The conversation covers:

• Why the customer journey is becoming more fragmented • How unified identity connects brands across channels • What AI agents could change inside marketing teams • Why clean rooms and measurement are becoming easier to use • How innovation differs across the UK, Australia, Europe and the Middle East • What brands such as L’Oréal and United Airlines are doing differently • Why Travis believes simply “showing up” remains one of the most powerful career advantages

A fascinating look at how data, identity and AI are converging, and what marketers need to understand about what comes next.

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Cannes Lions: Luca Filardo CRO, Adlook on AI, Accountability and the Future of Programmatic

Épisode 111

mardi 8 septembre 2026 • Durée 35:55

For years, programmatic advertising has been optimised around clicks, viewability and other proxy metrics. But marketers increasingly want a much simpler answer: what did this investment actually do for the business?

Recorded live at Cannes Lions, John Horsley sits down with Luca Filardo, Chief Revenue Officer at Adlook, to explore how AI is changing the economics, speed and expectations of digital advertising.

Luca explains why marketers are moving beyond media metrics towards ROAS and real business outcomes, and how AI is making it possible to change targeting, creative and campaigns in real time as market conditions shift.

They also get into conversational campaign building using LLMs, AI-powered audience creation, connected TV, attention and creative optimisation, the growing problem with publisher ad overload, fraud, and why the role of a modern CRO now extends far beyond simply running a sales team.

Plus, Luca shares why relentless curiosity matters in an industry moving this quickly, and the Japanese principle of Kaizen: getting a little better every single day.

A conversation about what happens when programmatic stops simply buying media and starts responding intelligently to the world around it.

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Cannes Lions: Why First-Party Data Still Isn’t Working with Rob McLaughlin, AUDIENCES

Épisode 110

lundi 7 septembre 2026 • Durée 47:29

Most brands say they have a first-party data strategy. Far fewer are actually using that data to shape the media they buy.

Recorded live at Cannes Lions, John Horsley sits down with Rob McLaughlin, Founder and CEO of AUDIENCES, to explore why so much customer data still fails to make it into media activation and what needs to change.

Rob argues that less than 3% of media spend is currently informed by first-party data, creating what he calls the “activation gap”: businesses have the permission, technology and customer intelligence, but still fail to put it to work.

They discuss why brands may already have most of the data and technology they need, why chasing a 360-degree customer view can be both unrealistic and intrusive, and why CMOs and CTOs need to work far more closely together.

Rob also explains AUDIENCES’ new partnership with Snowflake, how bringing activation capability directly into a company’s existing data infrastructure can remove months of complexity, and why customer data should remain with the organisation it was originally entrusted to.

The conversation also goes behind the business, from bootstrapping AUDIENCES and building enterprise-grade software from day one to Rob’s experience founding and exiting Loop Horizon, hiring the right early team and why he remains unapologetically optimistic about entrepreneurship.

A conversation about making first-party data genuinely useful, building software businesses from scratch and closing the gap between having customer intelligence and actually doing something with it.

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Cannes Lions: Katie Mitchell, Seen Studios on Why Brand Experience Must Connect Physical and Digital

Épisode 106

mercredi 26 août 2026 • Durée 27:19

Recorded live at Cannes Lions, Katie Mitchell, Managing Director of Seen Studios, joins Justin Cooke on the Business of Marketing to explore why the future of brand experience is neither physical nor digital, but the connection between the two.

Katie explains why physical spaces still matter in an increasingly digital world, how brands can turn stores, pop-ups and events into content engines, and why the best experiences start with a genuine understanding of the audience rather than the creative idea.

The conversation covers how brands can build connected online and offline experiences, localise global campaigns without losing consistency, make experiential marketing work harder commercially, and measure the return on expensive physical activations.

Katie also gets into the business of running and growing an agency, from building a strong leadership culture and protecting margins to why she believes human relationships will remain critical to new business, even as sales and marketing become increasingly automated.

A conversation about experiential marketing, retail, brand experience, consumer behaviour, agency growth and the increasingly connected physical and digital customer experience.

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Cannes Lions: Marcus Startzel, GumGum on Why Mindset Is the Future of Advertising

Épisode 105

mardi 25 août 2026 • Durée 31:56

Recorded live at Cannes Lions 2026, Justin Cooke sits down with Marcus Startzel, CEO of GumGum, to explore what the next era of advertising looks like when brands stop thinking only about audiences and start thinking about mindset.

Marcus explains why context, attention and receptivity are becoming critical to advertising effectiveness, and how AI is making the old promise of reaching the right person, with the right message, at the right moment far more achievable.

They discuss:

Why consumers are different people at 7am and 7pm, even if the audience data says otherwise
How GumGum is using its Mindset Graph to understand when people are most receptive to advertising
Why attention alone is not enough without relevance
How AI could reshape targeting, optimisation and brand outcomes
Why customer obsession still matters more than the technology
What Marcus learned about leadership from Amazon and serving as a nuclear submarine officer
Why “ship, shipmate, self” still shapes the way he leads
How fast decision-making, trust and constant innovation separate the companies that grow from those that get left behind

A conversation about AI, adtech, customer obsession and leadership, and why understanding the moment someone is in could become one of advertising’s biggest competitive advantages.

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Cannes Lions: Alistair Hill, On Device on Why Marketing Measurement Is Still Broken

Épisode 104

mercredi 19 août 2026 • Durée 29:32

Recorded live at Cannes Lions, John Horsley sits down with Alistair Hill, Co-Founder of On Device, to explore why marketing measurement still gets so much wrong.

They discuss why click-through rates can be a terrible measure of brand effectiveness, the growing problem of survey fraud, how brands can connect brand lift to commercial outcomes, and why AI is shifting measurement from reports consumed by people to data consumed directly by machines.

Alistair so explains why the smartest marketers are moving towards outcomes-based planning, why confidence matters when balancing brand and performance, and why being able to find and tell stories through data remains one of the most valuable skills in marketing.

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Cannes Lions: Emma Armstrong, BBDO New York on AI, Creativity and the Future of Agencies

Épisode 103

mardi 18 août 2026 • Durée 28:59

Emma Armstrong, CEO of BBDO New York and Global Transformation Officer at BBDO Worldwide, joins John Horsley live from Cannes Lions to discuss AI, creativity, brand building and the future of agencies.

Emma explains why the role of a modern agency goes far beyond making advertising. The best agencies act as business partners, helping clients understand shifts in culture, technology and consumer behaviour, then turning those changes into ideas that build brands and drive growth.

As Emma puts it, agencies are “translators of the world into brands.”

They discuss why brand building is becoming more important as media fragments and customer journeys become increasingly complex, and why the rapid adoption of artificial intelligence could make human creativity and judgement more valuable, not less.

Emma also explores the risk that “AI drives us to the mean”. While AI can accelerate research, analysis and repetitive tasks, she argues that distinctive brands still depend on people who can think differently, make connections and apply judgement.

The conversation also covers:

• Creativity as a measurable driver of business growth • The changing relationship between agencies, CMOs, CEOs and CFOs • Why agencies need to understand the whole business, not just the marketing brief • How AI is changing advertising, marketing and creative work • Why distinctive brand assets and consistency matter more in fragmented customer journeys • Building high-performing agency cultures and leadership teams • Why saying no to the wrong pitch can sometimes be the right commercial decision • The future of the advertising agency model • The skills the next generation needs to succeed in marketing and advertising

A wide-ranging Cannes Lions conversation about BBDO, artificial intelligence, creativity, brand strategy and why great agencies still have an essential role in helping businesses stand out and grow.

Erin Chin, Logitech G: Creators Are Business Partners, Not Marketing Channels | Cannes Lions

Épisode 102

lundi 17 août 2026 • Durée 32:24

In this episode of The Business of Marketing, John Horsley sits down with Erin Chin, Global Head of Brand Marketing at Logitech G, live from Cannes Lions, for a wide-ranging conversation about brand, creators, fandom and the changing media landscape.

Erin explains why Logitech G treats creators as business partners, not marketing channels, and how its “design by collaboration” approach brings gamers, esports professionals and creators directly into the product development process.

They discuss why brands need to stop over-engineering creator partnerships, the importance of giving creators genuine freedom, and why the ambition shouldn’t be to control every expression of a brand, but to build something communities actively want to make their own.

The conversation also explores:

Why creator authenticity matters more than tightly controlled brand messaging
How Logitech G co-creates products with gamers and esports professionals
Why fandom can become one of a brand’s strongest competitive advantages
Supporting creators beyond the commercial relationship, including mental health and underrepresented communities
The huge shift in Gen Z media consumption towards TikTok, YouTube and creators
How brands should measure creator impact beyond traditional engagement metrics
Why share of search can reveal whether creator activity is genuinely driving interest
How AI search and answer engines are changing brand visibility, earned media and content strategy
Why brand remains a competitive moat that competitors and “dupes” cannot easily replicate
What marketers can learn from the best work at Cannes Lions about keeping ideas simple

Erin also shares lessons from a career spanning Goldman Sachs, P&G, Diageo, Proximo Spirits, PepsiCo and Mountain Dew, and explains why deep consumer understanding remains at the heart of great marketing.

A conversation about what happens when brands stop treating audiences as targets and start building products, stories and communities people genuinely want to participate in.

Carmen Rodriguez, Global Chief Growth Officer at GUT - Live at Cannes Lions

Épisode 101

vendredi 14 août 2026 • Durée 27:07

Carmen Rodriguez, Global Chief Growth Officer at GUT, on bravery, sustainable growth and why the best agencies know when to say no.

Recorded live at Cannes Lions, Justin Cooke sits down with Carmen Rodriguez to explore what growth really looks like when creativity, culture and commercial ambition all have to move together.

Carmen explains why GUT sees itself as “a brave agency for brave clients”, why bravery isn’t binary, and how the agency uses a bravery scale to help brands become progressively bolder without losing sight of the business outcome.

They discuss:

Why sustainable agency growth can mean growing more slowly, not faster
How GUT said no 27 times in its first year to protect the kind of agency it wanted to become
Why people come first, the work second and clients last
How GUT identifies the gap between a marketer’s ambition and a brand’s willingness to be brave
Why long-term agency relationships depend on trust, senior involvement and genuine partnership
Why agencies need to understand the client’s business, not simply sell advertising
Why simple execution built on a powerful human insight is cutting through at Cannes
Why creativity should remain at the centre of growth

Carmen also shares the thinking behind GUT’s philosophy that “bravery means business”, and why consistency, creativity and the courage to make uncomfortable decisions can ultimately drive stronger commercial results.

A brilliant conversation about the business of creativity, recorded live at Cannes Lions 2026.

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Business of Marketing – Détails, épisodes et analyse

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