Most people are overusing AI and not making the most of it for the things that really matter. Johann Wrede, CMO at UserTesting, is teaching us to go beyond simple tasks and use Claude Code and Codex - his Shiny New Objects for data driven marketers.

Learn why building the right tools, independent of the AI agent used, will improve your marketing. We also discuss the power of moving quickly, testing often, and keeping the human in the process.

It's now easier than ever to copy content until all digital marketing starts to look the same - this is where taste becomes a shiny new object, says Marukh Budhraja, Global Head of Social Media Marketing at Charlotte Tilbury.

What really differentiates brands and how can you use today's tools, without your content looking copied? She tells us more on this episode of the Shiny New Object podcast.

A great ROAS can be a watermelon: green on the outside, bleeding on the inside.

Antoine Deventer, Senior Integrated Performance Marketing Specialist at Bissell, joins the Shiny New Object Podcast to talk about what happens when you stop optimising to vanity metrics and start focusing on real growth.

We cover Amazon's evolution into a full-funnel media powerhouse, why "tool stack navigation" is a modern marketer's superpower, and the daily discipline that turns impressions into intelligence (breakfast: budgets + KPIs; lunch: root-cause analysis with the agency; dinner:  we'll see...)

#marketingpodcast #modernmarketing #toolstackactivation #roas

Mark Sandys' career with Diageo started in 1997 and has taken him around the world, working in the brand's marketing and commercial areas all this time. Today, he is the Chief Innovation Officer, shaping the future of the way that people socialise.

His Shiny New Object is Diageo's very own Distilled report - a trend report looking at the evolution of consumer behaviour, within the drinks industry and beyond. Tune in to hear the 5 trends as of 2024, Mark's top data driven marketing tip, and how he balances exercise and work for optimised wellbeing.

Ever wondered by B2B marketing seems to be left behind when it comes to technological innovation, a "poor cousin" of B2C marketing? The tide is turning, according to Uber for Business' Victoria Kerr, who sees data driven marketing becoming more exciting and consumer-driven. 

On the latest episode of the Shiny New Object Podcast, find out about the B2B push & pull approach, the future of marketing with a twist, and how creativity is changing the way brands interact with clients and with end consumers. 

On the latest Shiny New Object Podcast episode, Natalia Horvath, Former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, gives us a history of channel marketing to today's newest approach - channel-less marketing.

Natalia believes marketers need to understand touchpoints first, then build their approach to their audience from there. We're beyond channels and platforms and we learn how to make this a success in data driven marketing.

Tune in to get her top tips for furthering a marketing career and hear why we need to stay culturally unbiased while remembering we're talking to humans, too. 

On the latest episode we talk to CMO of Asahi Europe & International, Grant McKenzie, who shares why he's also embraced AI as his Shiny New Object. His focus is on how AI can help marketers be better and more profound, leaving the day-to-day jobs aside. 

Find out why international assignments have enriched Grant's understanding of consumers and the benefits of learning another language to be a better marketer, too. 

While some insights pros prefer to float on the surface of data, Tina Tonielli is unafraid to take a deep dive. On the latest episode of the Shiny New Object podcast, Haleon's US and North American Lead, Consumer and Business Insights and Analytics, shares how she swims laps in raw data sources to uncover hidden insights. Tune in to hear Tina's top tips on balancing automated and manual analysis, using AI as a supercharged curiosity booster, and far-sighted planning to stay ahead of future trends. And yes, a lot of swimming metaphors.

Having access to data is key to making good marketing decisions, but Nendra van Wielink-Mohamed knows that not all data collected can be useful, and not all useful data can be or is collected in an organisation.

So, what are her top data driven marketing tips and why is her Shiny New Object... the avoidance of shiny new objects? The Kraft Heinz Company's Associate Director, GCOE Global Media, tells us that we need to start with getting our house in order, have a rigorous data collection method and governance, before looking at new tech that can enhance the basics.

Find out more on this latest podcast episode. 

The latest episode Shiny New Object podcast looks at the future of data-driven marketing with Anna Estlund, Senior Director of Insight and Strategy at Pernod Ricard. 

Anna shares her innovative approach to navigating the complexities of marketing effectiveness through the lens of her "Creative Compass." Discover how her strategy simplifies decision-making, cuts through data overload, and hones in on actionable insights. Perfect for marketers seeking to elevate their strategies, this episode unpacks the art of saying no to excessive data and the power of focused insights. 

How does therapy improve your work life balance and can we even call it that - or is it simply, life balance?

Listen to Giovanni Puppo, Head of E-Commerce Media Europe at LIPTON and Adjunct Professor at the POLIMI Graduate School of Management, talk about how his attitude to work & life has changed to make him a better data driven marketer.

His Shiny New Object is ChatGPT - "the super smart and underpaid assistant that everyone wanted". Find out how Gio uses it for data driven marketing and why you shouldn't rely on it for data analysis or trip planning.

For marketers, the pursuit of profit and short-term gains can leave you without a continuous growth opportunity and stump the longevity of your business. This is why David Khoshpasand, Amazon Performance Marketing Manager at Hasbro, swears by the framework of three horizons described in the book The Alchemy of Growth by Mehrdad Baghai, Steve Coley, and David White.

For the first time on the podcast, a guest's shiny new object is a book. Find out what it teaches data driven marketers, why the 3 horizons are a game changer in today's world, and how David uses this approach with his media decisions.

You may be tempted to think that DTC is nothing new in marketing and sales, but Jabra's Paul Robinson has picked it as his Shiny New Object due to the way in which DTC logistics have advanced, how much important consumer insight can be gained from it, and how it's grown quietly until it combined with the COVID-period online shopping boom to become a force to be reckoned with.

In our first podcast of 2024, tune in to hear how data driven marketing can benefit from DTC - both as a channel and as a source of inspiration and insights. 

Every signal matters.

Even the ones you'd rather ignore.

In data driven marketing, Jason Zollan (Head of Retail Media at Constructor) argues that bounces, exits and dead-ends tell us just as much as ROAS, clicks and conversions.

On the #ShinyNewObjectPodcast, we talk about how to stop chasing vanity metrics and treat the full shopper journey as one system.

And we discuss how retail media and e-commerce should share an AI brain.

Intrigued? Tune in now.

Adding sound to your online ad will make it more difficult to skip - and that's essential in today's world, where consumers are overwhelmed with huge amounts of information. "Would you scroll past this ad at 10.30pm at night?" is Rishi Mulgund's barometer for seeing whether an ad has what it takes to grip attention and deliver on investment. 

In this latest episode of the Shiny New Object Podcast, Haleon's Performance Marketing Director focuses on how data driven marketing can gain from sound and audio.

Tune in to hear why marketers need to use themselves as tests for whether their ads are gripping enough and to learn how audio can make a huge difference to an industry that's become too used to optimising with sound off.

On this latest podcast looking at the future of data driven marketing, we discuss how the industry can better tap into the potential of neurodiversity.

Cate McVeigh, European Senior Marketing Analytics Manager at Mars, recounts her experience progressing through the industry while having dual ADHD and shares her learnings and tips for seeing the opportunities that neurodiverse people bring to the table.

Plus, find out her top data driven marketing tip!

Grettel Clark, Senior Performance Marketing Specialist at Ottobock, firmly believes that TikTok is king among the digital marketing platforms brand can grow on these days. There's a unique, more direct connection that brands can make with their target audience on the platform. It's also a place where you must be genuine or your marketing efforts will fail.

On the latest episode of the Shiny New Object Podcast, we find out why TikTok is so crucial to marketing performance, why marketers aren't taking advantage of it as they should, and how to get started on it. 

What if the outcome of relying on more automation and AI tools meant that advertising and marketing could return to an era of "big ideas"? It's the question asked by our latest podcast guest, Qaiser Bachani, Consumer Experience Lead, Europe & Global Brands, at Mondelēz International.

Find out how he sees the big idea filtering through every brand activity, why being led by ideas means that all the day-to-day marketing becomes easier to manage, and more top tips, in the latest episode. 

Rebecca McCowan, Design Lead at the Coca-Cola Company, believes in slow design and long-term thinking when it comes to branding. In the latest Shiny New Object podcast episode, she tells us how design often solves business problems and why slow design increases creative effectiveness by building coherence and consistency for your brand. Plus, hear the secrets behind the Coca-Cola Christmas!

In the latest episode, Jill Cress, Chief Marketing and Experience Officer at H&R Block, talks about the importance of truly knowing and committing to one's audience for marketing effectiveness. We get her top tips on data driven marketing and hear how she wants to be remembered and what advice she'd give a student about getting into the industry. 

How can marketers measure the effectiveness of their messages? Using neuroscience, says Sorin Patilinet, Mars' Senior Director for Marketing Effectiveness and owner of the Marketing Engineer blog. 

On the latest podcast episode, find out why neuro marketing is Sorin's Shiny New Object and how he applies it at Mars. Plus, hear about an annual "ad eaters" festival, Sorin's top marketing tips, and why blogging was the best investment he made during Covid. 

How are marketers geared up to tackle the busiest commercial quarter of the year? With Q4 fast approaching, over one third of marketers still don't optimise their creative in-flight. It's the equivalent of playing football and never changing your team during the match, even when they're doing poorly, warn Automated Creative's Amy Wright and Dan Moseley.

On this special episode of the Shiny New Object Podcast, Amy and Dan share their research into how brands can optimise creative effectiveness in Q4 and beyond. It's an urgent wake-up call with actionable tips and learnings from working with the likes of Brown-Forman and Mars, among others.

Listen to their stats and advice and sign up for the webinar on 28th September to get all the insights:

https://live.remo.co/e/compounding-creative-effectivene/register

On this special episode recorded live at MAD//Fest 2023, Gerry D'Angelo talks about the excitement of marketers around generative AI. He gives advice on approaching it with cautious optimism and learning from past mistakes when it comes to jumping on the latest innovation. But he also balances that with all the possibilities for creative effectiveness and performance advertising.

Listen to Gerry's top tips for incorporating Generative AI in your marketing plan and hear some advice for new starters and for experienced marketers alike, on this latest podcast episode.

What makes a successful marketing leader to Gen Z in a constantly changing environment? According to Saurabh Patel, Group Chief Marketing Officer at IHH Healthcare, it's all about displaying servant leadership - his Shiny New Object.

On the latest podcast episode, Saurabh explains why active listening and empathy develop successful teams and gives his top tips about how managers can embrace this approach. He also tells us why obsessing about the consumer is not a tired trope and shares the importance of getting sales experience for good marketers. 

AI search is on every marketer's lips, but is it that fundamentally different from basic SEO?

Tom Telford, Chief Digital Officer at Clarity, argues that if you have the basics right, you'll also show up in LLM results.

But best practice is one of the toughest things to succeed at, if we've learnt anything on the #ShinyNewObjectPodcast.

 Tune in to hear Tom's advice on nailing the confluence between comms, PR and SEO to get your brand found by ChatGPT.

#chatgpt #LLMsearch #GEO #marketingpodcast #datadrivenmarketing

What do you do when you have no in-flight entertainment, but still want to reach out to consumers and build loyalty and brand recognition? You set up a branded podcast, would be Shaaf Tauqeer's advice.

The easyJet Audience and Martech Manager is relying on his learnings about audience attention and building trust in a safe environment for his Shiny New Object. He tells us how he plans to build the easyJet podcast, as well as what his top marketing tips are, in the latest episode.

Creating a strong marketing team goes beyond specialising in one field, says AT&T's Zach Doty. In fact, on the latest episode of the Shiny New Object podcast, he tells us why the popular talent development concept of T-shaped talent is ineffective.

Instead, Zach advocates for becoming Pi-shaped and surrounding yourself with people who are, too. Find out what that means, hear some top marketing and SEO tips, and learn about Zach's career progression!

In this bonus podcast episode, we talk to a gaming advertising expert: Meta's Tim Lion. For his Shiny New Object, Tim tells us why marketers have been overlooking a huge opportunity when it comes to gaming, especially the mobile audience.

Find out why gamers are an ideal target market thanks to their diversity and addressability, and hear top tips for marketers looking to advance their career, on the latest podcast out now.

Perfect is the enemy of good and, on the latest episode of the Shiny New Object Podcast, Brian Costello of General Motors explains how marketers can use this principle with generative AI to increase creative effectiveness.

Brian's shiny new object is generative AI because it allows advertisers to work at scale, generating multiple iterations of their creative work, testing, and perfecting what works. It's also the way to reduce "busy work" and allow you to focus on the work that matters.

Listen to Brian talk about the right mindset to reap the benefits of AI for B2B marketing, as well as some of his top tips for new starters in the industry. 

When it comes to expanding the reach of your marketing plan, Spotify's Ed Couchman thinks it's time to prioritise audio. The Head of Sales for UK & Northern Europe tells us why we're going through an audio revolution and how much more impact marketers can have by reaching their audiences in this way.

His Shiny New Object is Spotify's "Sonic Science 2" - a new report looking at how audio impacts people's lives and the learnings we can take away from it to enhance creative effectiveness. Tune in to listen how to put this in practice and find out more top tips from Ed.

Bausch + Lomb's Director for Consumer Marketing, Tatyana Jones, is no stranger to the complexities of CPG marketing in today's noisy landscape. That's why her shiny new object is simplicity - in particular, doing the common, uncommonly well.

Find out how to pare down your marketing strategy and boost creative effectiveness in the latest episode of the Shiny New Object. Tatyana also shares her three-pillar approach to simple marketing and the worst marketing advice she's ever heard.

The latest podcast episode features Jen Tanner, Marketing Director at Accenture, talking about why a solid marketing strategy brief can become a game changer for B2B marketers.

Listen to Jen's top tips, find out what new behaviour has changed the way she interacts with colleagues, and learn how to optimise the marketing strategy brief to back up new initiatives and secure funding and buy-in from the C-suite.

In the latest episode we dive into what makes successful marketing when using AI - automation with human curation, according to our guest Jeric Griffin, Performance Marketing Manager at Mars Petcare.

Find out why extreme automation kills the quality of your marketing outputs, how to avoid this with human curation, and a key difference for creative effectiveness: automation vs. optimisation.

Hear how Mars works with Automated Creative to improve creative effectiveness and find out Jeric's top marketing tip and his best investment so far.

What makes a creative marketer and how can companies become more open to creative thinking through a combination of structure and confidence? In this episode of the Shiny New Object podcast, Svetla Pavlova, Performance Marketing Manager at Epsilon, shares the PAGES framework to foster creative thinking.

Find out why PAGES can make anyone more creative, as well as why advertisers need to really know their product. Hear Svetla's top tips to students entering the industry, too. 

With a career spanning everything from graphic design to user experience to SEO, paid social, and now B2B marketing, Kristin Sinclair is fascinated by how AI opens up possibilities in for B2B marketers to better target their dream consumers.

On the latest episode of the Shiny New Object Podcast, TÜV SÜD's Performance Marketing Manager talks about her top marketing tips, the biggest lesson she learnt early on in her career, and how she believes AI can be leveraged to maximise opportunities from intent data in B2B marketing. Tune in to hear her tips now. 

An insight isn't a fact. It's a hidden truth.

You're not done once you get that data. Keep digging. Ask why. And get that human connection with your audience.

Fara Howard, former CMO of GoDaddy and experienced marketing leader, joins us on the #ShinyNewObjectPodcast to dig into what makes actionable insights, how to retain humanity in storytelling, and why no one can call themselves an expert in data driven marketing right now.

Find out why iteration is the key to success and failing is just part of the process.

How does Uber optimise the success of their adverts on the app? It's all about context and attention, as Paul Wright shares on the latest episode of the Shiny New Object Podcast.

Advertising is too complex these days, while good brands get through to consumers by keeping it simple. Find out why Paul's shiny new object is context and attention - a basic but effective combination. Hear about his biggest career screw-up and his top marketing tip, too. 

Dive into the world of AI and data-driven marketing with Amit Thard, Director of Omnichannel Strategy at GE Healthcare, as he shares how we're just scratching the surface of AI's potential in marketing. In this episode, Amit compares the current AI craze to the early days of the internet, emphasizing the importance of learning about it to gain a competitive advantage.

Discover how Amit uses AI to make better predictions by overlaying massive amounts of health infrastructure data with marketing insights. As AI systems grow more intelligent, they'll help marketers pinpoint crucial data points for even better decision-making.

Don't miss Amit's top marketing tips for students and seasoned marketers and learn how to harness the power of AI as a valuable tool in your marketing arsenal, in the latest episode. 

Dive into what makes marketers succeed at all ages with Nina Ntatidou, Global Lead Management at PayPal, as she shares her journey from an economics background to the world of marketing in our latest podcast episode.

 🚀 Learn why diversity in skills and backgrounds is the secret sauce to success, and pick up valuable tips on gaining experience and building industry knowledge. 🧠 And discover how ethical marketing is not just a shiny new object, but a crucial part of earning consumer trust. 

In the latest podcast episode, Azeem Ahmad, Digital Marketing Lead at ASSA ABLOY Group, discusses the importance of genuine diversity and inclusion in marketing. He highlights the pitfalls of companies treating diversity and inclusion as a one-month-a-year initiative rather than an integral part of their brand strategy, and warns that not all claims to be diverse are genuine.

With underrepresented groups holding significant spending power, Azeem encourages businesses to ensure their diversity and inclusion initiatives are directly linked to bonuses, increase transparency around diversity data, and give employees the tools and funds needed to truly effect change.

Listen for top tips on how to make D&I a genuine part of your strategy.

Thiago Gomes is the Product Marketing Lead for EMEA at Meta (Facebook), where he champions diversity - his Shiny New Object. Having moved and worked from South America to the US and now across EMEA, Thiago knows first hand the importance of diversity and inclusion in creating strong teams, understanding customers better, and driving innovation.

Listen to how companies can boost diversity in a genuine manner, what advantages a truly diverse approach yields for business, and get more marketing tips from Thiago on the podcast.

This week's guest is a marketing expert in the insurance and finance industries, having racked up experience in house at brands like Comparethemarket.com, William Russell, and now Experian - where she is the Product Marketing & Proposition Lead.

Eka Vankova's Shiny New Object is AI and machine learning in the product marketing process. How can machine learning models help marketers with customer segmentation and personalisation? For Eka, understanding customers is the keystone to good marketing, so AI and ML can accelerate this process for her, helping her create more targeted campaigns and tailor product offerings to specific customer needs.

Find out who does this well already, how Eka sees the future of product marketing powered by AI, and what her other top marketing tips are, on this week's podcast.

For any brand that's looking to grow awareness and target their audience in a more successful way, using creator commerce is essential. From influencers to online publications, our shopping habits and our consideration are swayed by creators more than ever.

This is why Lucrèce Sicat, Head of Creator Marketing, Europe, at Amazon, has specialised in this area and considers creator commerce her Shiny New Object.

In the latest episode of the podcast, find out what the main benefits of creator commerce are, how brands can get started with creators, and what Lucrèce's biggest work f***-up was... as well some of her top tips for marketing success.

How does a marketer that loves data-driven decision making use ChatGPT as her own personal assistant? Will AI take over all writing jobs and how can marketers actually use it for good?

The latest guest on the Shiny New Object Podcast is Madlen Nicolaus, former VP Marketing EMEA at SAP Concur. Listen to Madlen explain why ChatGPT is her Shiny New Object and hear her top tips for marketing success.

How are platforms like Substack changing the digital marketing game? For Stephanie Bonnet, Head of Corporate Communications at EDF in the UK and our latest guest on the Shiny New Object podcast, free expression and the opportunity to be a creator in many different media have led to a new phenomenon of personal marketing.

How does this differ from the old personal branding and what can marketers learn from it? Is it an individual opportunity only or can brands jump in and - at the very least - learn something from the growing popularity of Substack?

Hear how Stephanie has built her Substack presence, what she's learnt along the way, and her top marketing tips in this latest episode. 

Now the VP for Global Marketing at Logicalis, Catriona Walkerden has worked in technology for over 20 years and learnt how to create a human first approach to marketing. One of her top marketing tips is about making advertising and marketing a more pleasurable experience for the end consumer, while her Shiny New Object is sustainability in marketing.

On the latest podcast episode, we hear why sustainability has become the unwritten mandatory brand value and what organisations can do to use that to their advantage. How do you shape the narrative around your green initiatives all while avoiding green washing? And what are the first steps towards a positive, planet-conscious way of working? Hear more from Catriona in this week's episode. 

AI won't make your content smarter. It'll make it faster.

In this episode of the Shiny New Object Podcast, Sneha Mittal, Senior Communications Manager, Image Guided Therapy at Philips, shares how to make AI work for content creation without becoming soulless.

Tune in to learn:

• Why AI is great for accelerating outcomes when you're clear on what you're looking for

• The storytelling framework that makes data useful at any point in your career

• Why your best "tool" is learning agility

If you've ever had the "I've got the job, now how do I do it?" feeling... this one's for you.

Being a good marketer is easy when things go well and people buy products. But, according to John, it's when things are tough that you have the opportunity to become great.

How can marketers turn everyday challenges into opportunities and what's on the mind of the CMO of Therabody amongst what he deems to be the "great chaos" of today's marketing landscape? John Solomon tells us how to "read the environment," what is top marketing tip is, and why buying a Theragun turned out to be a life-changing decision. 

For Kauveri, the link between business and marketing is a quintessential part of the job. How can marketers drive quantifiable business outcomes and bring real value to the C suite? Sometimes, gaming can be the answer, as we find out in this week's Shiny New Object podcast.

Listen to Kauveri Khullaar, Vice President Consumer Marketing & Sponsorships at Mastercard Asia Pacific, tell us why gaming is her shiny new object, how she thinks marketing brings value to business, and how she has learnt to take her job less seriously in the face of the toxic culture of perfection and exhaustion. 

What can marketers learn from Brad Pitt's scouting strategy in the movie Moneyball? How can you prevent digging yourself into a hole making mistakes as a junior in advertising? And what does cooking have to do with good digital strategies?

Listen to JJ Foan, Head of Digital Marketing, Europe, at OPPO, give us all the answers and find out why he stands by Moneyball marketing as his Shiny New Object in the latest episode.