Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions.

Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources.

Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth.

This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy.

01:24 Greta Hammel's Career Journey

06:08 Insights from Cadbury's Gorilla Ad

18:46 Navigating Brand Strategy Across Markets

24:08 Transition to Promise Gluten-Free

29:29 Relaunching Gallagher's Bakehouse

30:30 The Gluten-Free Revolution: Addressing Consumer Needs

32:18 Innovative Product Development and Packaging

33:18 Market Transformation and Growth

35:04 Maintaining Premium Brands: Promise and Gallagher's

36:25 Sourdough Success

38:13 Creative Marketing Strategies

43:37 Expanding into North America

49:27 Award-Winning Marketing and Team Dynamics

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In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management.

This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management.

The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success.

This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success.

00:00 What do these guests know about Total Brand Value?

20:23 The Growth Potential of Small Brands

21:34 The Importance of Brand Management

22:06 Leveraging Small Budgets Effectively

22:53 Integrating Marketing Across the Organization

23:26 Tools for Brand Positioning and Growth

25:51 The Role of Training in Marketing Success

27:25 Case Studies: Real-World Marketing Plans

33:04 The Commercial Mindset in Marketing

37:33 Effective Growth Strategies

40:25 MII Course Information

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Thanks to today's show sponsor  CPL Marketing Recruitment

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Kevin Kent heads up Marketing and Consumer Sales at Laya Healthcare, one of Ireland’s three (current) healthcare providers, which recently won the prestigious 'Marketing Team of the Year' award. Kevin provides a the background to Laya Healthcare, from ts beginnings as Bupa, its evolution into Quinn Healthcare, and ultimately, its establishment as Laya Healthcare in 2012. Kevin shares insights into the highly competitive Irish health insurance market and discusses the strong customer focus that is at the core of the Laya culture. We discuss the importance of internal education and creating an inclusive team culture where every member's contribution is valued and how that has helped the marketing team achieve the team of the year accolade. Kevin outlines the milestone achievements and strategic shifts that have contributed to Laya’s success, including a critical focus on long-term marketing strategies, building distinctive brand assets, and ensuring consistent brand messaging. He reflects on the importance of maintaining organisational and marketing discipline, even as they stay open to innovations and new market entrants. We discuss where to next, how you keep a winning team engaged and motivated and retain the top talent that you have created. Kevin’s passion for marketing and commitment to fostering a positive team environment shine through, making this a compelling listen for anyone interested in marketing strategy and award winning team management.

00:19 Background & evolution of Laya Healthcare

05:22 Living by Values at Laya

08:10 Marketing Strategy and Team Development

16:41 Building a World-Class Marketing Team

23:35 Reflecting on Past Work and Learning from Others

24:11 Team Values and Behaviours

26:16 Focusing on Growth and Simplifying Efforts

27:41 Challenges in the Insurance Category

29:23 Consistency and Evolution in Marketing

31:49 Celebrating Success and Looking Forward

34:53 Continuous Learning and Development

39:46 Adapting to Change and Staying Grounded

42:48 Passion for Marketing and Team Development

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This week, Conor is joined by Damian Devaney to talk about finding the right people and creating the right environments with the collective skills to succeed and how this can lead to marketing being a transformative function for a business. Damian is Regional President with TBVGlobal and Founder of DSquared. Damien has previously worked with multiple global brands including Bailey's, Guinness, Coca Cola, O2 and Smurfit Kappa.

Contact us on thatswhaticallmarketing@gmail.com or follow us on twitter @thats_marketing

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This is a 2 part episode with two wonderful guests.

PART ONE

First up is the brilliant Karen Nelson-Field, I had such a laugh recording this with Karen, as you will see throughout. We cover a lot, media measurement, human data, and the rapid transition to machine-based data, the day measurement 'died,' the importance of human-first data and aligning AI models with human behaviour, the nuances of brand attention, emotional impact in advertising, and the convergence of significant industry changes. Phew! We also talk about the Karen’s upcoming WARC course, 'Mastering Media Effectiveness,' and of course Karen’s hotly anticipated new book The Attention Economy: A Category Blueprint - which is on pre-order here https://www.amplifiedintelligence.com.au/category-blueprint/

PART TWO

Up next is Karandeep Kapany from Duolingo, I met Karan at the end of the week and when we met we both sort of exhaled with exhaustion. As you will hear in this episode I had the pleasure of having India as a market on my team when I had a global marketing role. I was fascinated to hear how Karan navigates local marketing of a global brand in a market as complex as India. In this episode, we delve into the complexities and strategies behind Duolingo’s growth in the Indian market. Karan shares insights on the vast linguistic and cultural diversity of India and we chat about how Duolingo adapts its campaigns for different regions, the importance of local insights, and the role of influencers and social media in their marketing efforts and why taking risks and pushing boundaries is crucial for brand success in a multi-faceted market like India.

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Well for many my guest today needs no introduction, he is the outspoken marketing professor, no it's not Scott Galloway, it is the one and only Mark Ritson. We talk about something I hadn’t heard Mark talk much about in other podcasts, his early interest in marketing and his experiences with global brands. As we are at Cannes we talk about Cannes and Mark criticises the overemphasis on creativity, we hit on Marks view about the decline of American marketing education, the importance of market orientation and the misconceptions around brand purpose. We debate the role of pre-testing, the challenges small brands face, and the future of AI in marketing. To wrap up, Mark shares humorous and meaningful advice for young marketers. And along the way he has a pop and a good few things, John Legend, Creativity, Liquid Death and Muppets! If you are passionate about marketing and looking to gain insights from one of the industry's leading experts, this is an episode for you. The Cannes Sessions are brought to you by Freedman International. There is occasional strong language used in this episode so please be advised.

00:33 Journey into Marketing

01:16 Academic and Consulting Career

02:03 Global Marketing Experiences

03:38 Challenges in Marketing

04:51 Critique of Modern Marketing Practices

07:47 The Role of Creativity in Marketing

14:30 Consumer Orientation and Market Research

22:11 The Importance of Learning and Education in Marketing

26:21 Consumer Brand Perception

26:40 Creative Awards Critique

27:59 Pretesting in Marketing

29:43 Challenges for Small Brands

34:29 Retail Media and Legalized Blackmail

36:26 Consulting and Career Reflections

41:18 AI in Marketing

45:53 Final Thoughts and Advice

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In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International

00:17 Early Career and Advertising Foundations

04:26 Transition to Nike and Brand Repositioning

06:18 In-House Creative Teams and Retail Challenges

09:45 Global Marketing Strategies at Simon

13:39 Joining Huge and Embracing AI

25:40 Outcome-Based Agency Value

27:31 Client Collaboration and Data Integration

29:00 Early Involvement of Data Scientists

29:52 Innovative Digital Experiences

32:52 Visionary Leadership and Team Focus

37:42 Building Long-Term Client Relationships

43:20 Board Role at Charity Water

45:32 Conclusion and Final Thoughts

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Welcome to the third episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.

Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.

The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.

This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.

03:41 Business Challenges and Sponsorship Strategies

17:43 Activating Sponsorships Effectively

26:45 Building Strong Relationships with Rights Holders

29:08 The Importance of Communication

29:16 Navigating Complex Sponsorship Deals

33:34 Engaging with Sports Talent

40:29 Measuring Sponsorship Impact

47:56 Starting the Sponsorship Conversation

Meet the Guests

• Phil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.
• Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.
• Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.
• Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency.

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What was top of the marketing charts in June 2024? Explore how brands activated around major sports events like Euro 2024 and Copa America, including standout campaigns from Paddy Power, Iron Brew, KFC, and others. Get insights into the creative strategies behind successful ad campaigns, such as KFC’s 'Believe in Chicken' and the emotional 'Hey Jude' for the English football team. Also, hear about some marketing mishaps and the latest trends in advertising, from innovative strategies to humorous takes on current issues. This episode is packed with marketing wisdom, Cannes Lions Festival highlights, and exclusive previews of upcoming podcast episodes featuring industry giants.

00:32 Sports Marketing Extravaganza

01:42 Creative Campaigns and Brand Strategies

04:56 KFC's Bold New Direction

06:21 Cannes Lions Festival Insights

08:01 Exploring London Ads and Fast Fashion Critique

10:39 Podcast Highlights and Upcoming Episodes

11:46 What have we missed?

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Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE  Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved. 

8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.  

Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success. 

In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior. 

01:15 The Dos Equis Campaign

04:33 Industry Changes and Adaptation

06:19 Transition to Glanbia

12:25 Optimum Nutrition's Success Story

19:19 Partnership with McLaren F1

23:35 Balancing Global and Local Branding

28:56 Investing in Local Talent

29:52 Learning from Mistakes and Experimentation

31:50 Valuing Brand in Business Strategy

33:48 Conversations with the C-Suite

34:42 Marketing Metrics and Business Goals

37:38 Adapting to Technological Changes

40:18 Maintaining Market Leadership

42:13 Skills for Future Marketers

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

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A bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.

I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City Chiefs took to the stage and I was able to chat to Lara before she took to the stage about her role as CMO with one of the most successful franchises in the NFL. 

I took some time out to catch up with some of the Young Lions, Lorna Tutty joined me with some good news about how she is getting on and then Alexandra Jakljusina & Tyla Nofal came straight out of their presentation to give me the low down. I was able to catch up Jamie Fulham and Lorna Begley of Diageo, they have won 2 Silver Lions with Baileys Sound Scales. 

Finally I rounded out the day at the creators terrace to hear from Marc Hustvedt President of Mr.Beast in conversation with X CEO Linda Yaccarino and managed to track down one of my favourite brands, E.L.F Beauty, where I got to say hi to Kory M again and hear from Patrick O'Keeffe. 

So another jam packed day at Cannes, the final round up will come out tomorrow and then I will be releasing episodes I have recorded at the festival throughout the summer months, so lots of great interviews coming your way with the likes of Karandeep Kapnay of Duolingo, Mark Ritson, Karen Nelson-Field, Jon Lombardo & Peter Weinberg, Gerry D'Angelo and many many more.

Thanks to Freedman International for their support.

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Day 3 of Cannes is over, well for me, most other people seem to be at parties! Another big day so much going on, and today's daily round up aims to catch you up on all that has happened.

First up is a review of the main stage interview with Elon Musk by Mark Reed of WPP. Mark pulled no punches and it was a really engaging conversation. Colin Lewis joins me to talk about his session and also talks about Grainne Wafers session talking about reimagining Guinness.

There was a session at the RTL Ad Alliance beach where I caught up with Diana Flutur, Léoda Esteve, Managing Director, Marcel Worldwide & Sasan Saeidi

Global Chief Business Officer, VML And I also got to catch up with Marisa Nelson, EVP Marketing & Communications at Equativ to talk about what she has been hearing and seeing at Cannes this week.

I recorded an episode with Jimmy Knowles of Canva, and of course today I had the pleasure of recording an episode with Mauro Porcini of Pepsico, what an amazing experience. They will be out in the coming weeks.

brought to you by Freedman International

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In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.

01:41 Discovering Marketing

04:19 Consumer Behaviour Insights

05:40 Global Brands and Market Entry

09:12 Marketing Beliefs and Theories

19:43 Working with Companies

24:07 Marketing Technology and Attribution

28:01 Understanding Consumer Privacy Preferences

30:01 Amazon's Lookalike Audiences

32:52 The Importance of Marketing Benchmarks

35:20 Advertising Effectiveness and Strategy

42:16 Advice for Small Brands and Startups

48:35 Skills for Future Marketers

This episode is brought to you by CPL Marketing Recruitment

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

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Day Two of Cannes Lions 2024 is over and once again I caught up with Colin Lewis to bring you the low down from the festival, from the themes, to the talks we saw, to people we spoke to, this is the round up you need to keep up to date.

Colin shares his experiences from delivering a keynote speech and Conor shares the interactions with industry leaders and exploring innovative work on display. The discussions cover key themes including AI's role in advertising, the intersection of technology and creativity, and insights from various sessions featuring prominent figures like Queen Latifah and Sinead Burke. The importance of social media in modern viewing habits and the fascinating debates from RTL sessions.

I catch up with Charley Stoney of IAPI at the Irish Lunch and the episode features interviews with various attendees who discuss their own experiences, the significance of AI in their work, and their excitement about upcoming events at the festival.

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The Cannes Lions Festival of Creativity started today with a full day of events in the Palais and across the rest of Cannes, every beach, coffee shop, hotel and villa was host to multiple events. It is hard to keep up with everything that is going on so this daily round up aims to capture some of the big themes and topics from across all the content.

Topics range from the restructuring of marketing teams by Colgate's CMO, partnerships between major retail media networks and tech giants, discussions on 'Jobs to be Done' philosophy and again the role of AI in marketing. We also discuss the Lifelong Learning Session that featured Dr. Marcus Collins, Karen Nelson-Field PhD & James Hurman and some of the topics discussed during that session.

And of course awards were announced today and there was a notable win for Publicis Dublin, THINKHOUSE and Heinken with Pub Museum achieving a Gold Lions.

To cover it all I am joined by Colin Lewis, David Tiltman  SVP of content at WARC and Yakira Young Content Manager at AdMonsters gave us her perspective from day one of the festival.

Stay tuned to That's What I Call Marketing all week for updates:

🌐 Website: www.thatswhaticallmarketing.com

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The Cannes Lions Festival 2024 is yet to start so today's round up is a preview of what is to come at the festival this year. In this episode I am joined by Colin Lewis who will be a speaker at this years festival and will join me on these daily updates. I am also joined by CarineJean-Jean

VP Brand & Communications of RTL ad alliance. RTL are at the festival for the first time and are the only "legacy" media with a presence on the beach, and they have some line up. Tune in all week for updates and news live from the festival.

Thanks to Freedman International for their support of the Cannes Sessions.

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Welcome to the second episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode Two of this 3 part series, host Conor Byrne meets Claire O’Grady, Micheal Brennan and Aidan McLaughlin.

The episode delves into the shift from traditional PR to a more integrated approach with the guests discussing how agencies are collaborating more closely with clients and how understanding client businesses deeply is a key factors in achieving better creative outcomes. The conversation moves to the importance of creativity within constraints and how structured processes can actually foster more innovative ideas. 

The role of creativity in unexpected areas, like search, is explored with great examples from the guests on how to think creatively across all elements of a campaign - down to search. The episode covers strategies for navigating the attention economy, focusing on capturing and retaining consumer attention in a fragmented media landscape. The guests share examples of successful reactive campaigns and the role of digital PR in modern marketing. They emphasise the need for businesses to stay attuned to cultural shifts and be prepared to act quickly and authentically.

00:27 Series Introduction: Building a Legacy

01:04 Meet the Guests: Claire, Aidan, and Michal

02:40 Evolving Roles in Marketing and Communications

07:22 The Importance of Relationships and Collaboration

14:46 Creativity and Constraints

16:27 The Role of Search in Creativity

22:13 Curiosity and Bravery in Marketing

24:31 Campaign Success and Creative Effectiveness

26:36 Client-Agency Relationships and Information Sharing

28:17 Fostering Creativity and Team Collaboration

30:51 Handling Feedback and Criticism in Creative Work

32:31 Rapid Response and Embracing Culture in PR

40:34 The Role of Technology in Enhancing Creativity

47:36 Concluding Thoughts and Book Recommendation

Meet the Guests:

• Claire Grady: With over 18 years of experience delivering award-winning campaigns for brands like BT, Pampers, and Eddie Rockets, Ciara is the Director of Creativity and Strategy at Legacy Communications.
• Aidan McLaughlin: Aidan brings a wealth of knowledge from both agency and client-side roles, focusing on storytelling and large-scale cross-platform communications.
• Micheal Brennan: The Head of Search at Legacy Communications, Micheal sheds light on the surprising role of search in creativity.

Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns

https://www.thatswhaticallmarketing.com/

https://legacycommunications.com/

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The Mindless Marketer Series is back. The second episode of the series, Marc Binkley & Vassilis Douros of the Sleeping Barber Podcast, covers hot marketing topics of today. We switched things up in the episode, where this time we selected three marketing topics drawing inspiration from Tom Fishburne's Marketoonist, while we introduced a new segment that we hope you enjoy!

00:00 - Introduction

01:19 - Convince Your C-Suite: The Real Impact of Creativity

07:30 - The Evolution and Challenges of the CMO Role

11:47 - The Creative Brief

11:50 - Data-Driven Marketing: A Double-Edged Sword

17:50 - NEW SEGMENT - This or That!

18:45 - Campaign Pre-testing

26:13 - Does Creative Inform Media, or Media Inform Creative

33:03 - Differentiation vs. Distinctiveness

Get in touch with the hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Conor Byrne:https://www.linkedin.com/in/conorbyrne/

Check out the Sleeping Barber Podcast here https://www.sleepingbarber.ca/

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

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Join us as we delve into the top marketing insights of May 2024, featuring pretesting debates, expert opinions, and the latest ad campaigns. From Tango's new ad which leans into their quirky heritage to McDonald's mental health initiative, and Bumble's controversial campaign, we cover it all. We also discuss the evolving role of AI in marketing, retail media trends, and Google's latest AI-driven search enhancements. Plus, tune in for a special segment on pre-testing, improving sales-marketing relationships and insights from top CMOs. Don't miss out on this comprehensive roundup of the marketing world's leading stories!

00:24 Debate on Pretesting in Marketing

04:09 Professor Galloway's Insights

05:55 Tango's New Campaign

06:45 State of Sales and Marketing Relationship

09:21 Apple's Controversial Ad

10:31 McDonald's Mental Health Campaign

11:49 Bumble's Ad Campaign Backlash

13:32 Tesco's Retail Media Expansion

15:19 Google's AI-Powered Search Changes

16:00 Expressway's Entertaining Ad

16:39 Scarlett Johansson vs. OpenAI

18:05 Innocent's CMO Role Change

19:17 Keelings' Fun Advertising

20:48 Monzo's New Campaign

21:45 Canva's Product Launch Rap

23:06 Kerry Foods' Dairy and Oat Fusion

23:41 OpenAI's AI Safety Concerns

24:44 Boots' Summer Campaign

25:25 Political Marketing with Barry Andrews

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Welcome to the first episode of "Building a Legacy," a new three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode One of this 3 part series, host Conor Byrne sits down with Bernard Brogan and Kevin Moore, of Legacy Communications, to share the fascinating journey of their agency from its inception to becoming a renowned name in the industry.

Bernard Brogan, a Dublin football legend with a background in accountancy and business management, and Kevin Moore, a seasoned PR professional with a history in high-profile campaigns, bring their unique perspectives and experiences to the table. Together, they discuss the importance of storytelling, creativity, and strategic thinking in building and maintaining a successful agency.

Starting with the origin story of Legacy Communications, Bernard and Kevin recount their early days of working without wages, setting up a small office, and the challenges they faced. They highlight key moments and client wins that propelled their agency forward, including securing significant partnerships with AIG, Volkswagen, and Littlewoods Ireland. 

The conversation delves into the operational challenges of running a fast-growing agency, the importance of culture and values, focusing on the core principles: Be Brave, Be Sound, and Be Curious. .

As they look to the future, Bernard and Kevin share their plans for international expansion and the strategic moves they're making to stay ahead in the digital age. Join us for this inspiring episode filled with personal anecdotes, professional insights, and practical advice for anyone interested in the dynamic world of communications and marketing. 

Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns.

01:01 Meet the Guests: Bernard Brogan and Kevin Moore

04:36 The Origin Story of Legacy Communications

08:03 The Journey of Building Legacy Communications

15:04 Key Moments and Client Wins for Legacy Communications

20:14 Learning from Mistakes and Growing the Business

26:47 The Importance of Relationships in Business Success

27:59 Mastering Client Relationships and Scaling Challenges

29:21 Strategic Planning and Growth Amidst Uncertainty

32:19 Embracing Digital Transformation and SEO Integration

38:39 Cultivating a Strong Agency Culture and Values

43:41 Innovative Approaches to Client Success and Agency Growth

47:22 Looking Ahead: International Expansion and Leveraging Technology

53:49 Reflecting on the Journey and Lessons Learned

56:01 Building a Legacy Through People and Partnerships

Visit https://legacycommunications.com/

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Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business.

As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage.

This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness.

03:38The Power of Regional Press

05:48 Embracing Challenger Brands

07:42 The Philosophy of Challenger Brands

16:35 The Relative Advantage Framework: A Deep Dive

24:42 Exploring the Seven Principles of Challenger Brand Success

44:24 The Future of Challenger Brands

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

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In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anike Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through

05:30 The Importance of Representation and Overcoming Racism

09:50 Advocacy and Breaking Stereotypes

19:17 Creating Change: The Role of Leadership and Community in Diversity

24:04 Trailblazing in the Corporate World

24:44 The Power of Representation and Diversity

27:45 Comparing Racial Experiences: US vs. UK

35:45 The Struggle for Equity in the Workplace

41:40 The Role of Data in Achieving Pay Equity

46:11 Final Thoughts on Legacy and Empowerment

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

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Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio

00:44 Diving Into the Media Landscape: Challenges and Opportunities

01:12 Expert Insights on Traditional Media's Evolution

02:59 The Digital Shift: Analysing the Impact on Advertising Spend

05:13 Reassessing Media Strategies: A Shift Back to Broadcast?

06:52 Breaking Down Misconceptions in Media Planning

11:05 The Importance of Diverse Media in Campaigns

12:59 Measuring Success Beyond Digital Metrics

24:11 Revisiting Event-Based Media and Consumer Engagement

27:02 Addressing the Digital Focus in Media Planning and Buying

29:51 The Sonic Boom of Audio Media

30:06 Marketing Challenges and Strategies

36:06 Innovations in Media: A Closer Look

38:21 The Future of Media Measurement and Creativity

52:10 Busting Myths and Setting New Goals

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

Thanks to Dee Reddy at Poddle Audio for hosting this episode

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Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field.

00:45 The Evolution of Video and Clientele

03:08 Transition to Client-Side Roles

07:14 Global Market Dynamics

13:26 Importance of Media and Commercial Strategy

16:43 The Science of Sponsorship

22:39 Introduction to the Total Video Report

23:03 Origins and Evolution of the Total Video Project

25:47 Understanding Viewing Patterns Across Age Groups

29:03 Changes in Content Consumption and Market Dynamics

30:50 The Importance of Live and Non-Scripted Content

37:49 Challenges and Learnings in Media Research

41:02 The Role of Marketers in Media Measurement

Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/

Thanks to today's show sponsor Diplomat, the global brand agency 

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Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.

00:22 Weetabix's Branding Challenge and Campaign Insights

02:12 Celebrating Burger King's 70th with Flame-Grilled Ads

02:38 Cairn Homes and the Community Games Sponsorship

03:35 McDonald's Innovative Smelling Billboard Campaign

05:29 The Wild Atlantic Way: A Tourism Marketing Success

07:18 The Rise of Fake Billboards and Creative Debates

08:50 Marketing to Gen Z sigh

09:39 Sky Ireland's Streaming Ad

10:49 Exploring the CMO and CFO Relationship with Heineken USA

11:52 Terrence Riley's Return to Crocs

12:52 Innovative Campaigns and AI in Marketing

15:23 Waitrose's Creative Pricing Campaign

16:19 April's Guest Highlights on 'That's What I Call Marketing'

16:57 Looking Ahead: Cannes 2024 and Future Collaborations

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Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be. 

02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition

10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry

18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry

27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry

37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important

46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants

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Today’s guest is the fascinating Ellie Norman, Chief Communications Officer at Manchester United. This is a wonderful story of embracing challenges, from diving into the marketing world without prior experience to leading innovative branding strategies at big brands. Ellie has worked for Honda, which must have been a dream job for someone who grew up loving motorised vehicles and Ellie certainly made the most of it as you will hear. Ellie totally changed direction going to Virgin Media and then the call came to lead marketing at Formula One, where Ellie set up the first ever marketing structure and helped transform the perceptions of the sport, and yes we do talk about Drive to Survive. In a fascinating next step Ellie took over marketing at the glorious Manchester United, and what is fascinating is Ellie had no real love for football, so we talk about what attracted her to the role at the greatest football club in the world (can you sense the bias!). This episode sheds light on the power of curiosity, the significance of building relationships, and the impact of strategic marketing in the ever-evolving world of sports and entertainment.

01:12 From Farm Life to Marketing Maven

04:15 Foundational Years in Marketing

09:09 Agency Insights

13:02 The move to client side

21:56 Embracing Change at Virgin Media

28:54 A Surprising Call from Formula One

34:06 The Game-Changing Impact of 'Drive to Survive'

38:15 A New Arena

42:51 Fan Engagement and Strategy at Manchester United

50:34 Match Day Experience: Behind the Scenes

52:39 Reflecting on the Journey and Looking Ahead

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The Mindless Marketers is a new segment with the Sleeping Barber podcast. So today Vassilis Douros and Marc Binkley join me in a humorous exploration of some of todays hottest marketing topics with inspiration from the wonderful work of Tom Fishburne Founder and CEO of Marketoonist. We show and explain a selection of cartoons that we like and then debate topics like changes in marketing roles, the relevance of chief marketing officer (CMO) positions, and the efficiency of different marketing strategies. We discuss the challenges and misconceptions in the marketing industry, such as the reliance on data versus insight, the perception of marketing departments within organisations, and the shift towards prioritising first-party data due to cookie deprecation. The episode also touches on creative advertising, customer-centric approaches, and the importance of brand and product availability to consumers. Through a mix of personal anecdotes, industry insights, and discussing Toms cartoons, we delve into the complexities of marketing an industry we all love.

00:00 Welcome to the Pilot: Introducing Mindless Marketers

00:25 Diving Into the World of tom Fishburne and the Marketoonist,

01:36 The Evolution and Challenges of the CMO Role

07:54 AI in Marketing: Expectations vs. Reality

11:50 Data-Driven Marketing: A Double-Edged Sword

16:56 Navigating the Shift from Third-Party Cookies

21:10 Rethinking Remarketing Strategies

22:13 Scepticism and Realisations in Digital Marketing

24:20 The Impact of Cutting Marketing Budgets

31:37 Inside the Mind of a Consumer: Brand Perception

39:08 Concluding Thoughts on Marketing Strategies

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In February Walter T Geer posted that he was going to shut down his social media and “use it to amplify the voices of Black women that needed a mega phone” Walter commented that Historically Black women “have CONSISTENTLY been called upon to help solve the worlds problems. It wasn’t too long ago that leaders and companies called upon and hired many of these women, to save their companies by addressing their diversity issues. Now only a few years later, many of those same leaders and companies seem to have forgotten the very people who helped dig them out of a hole”

I was in touch with Walter and asked if he thought it was a good idea to profile some of the women he had featured and host a panel discussion on their experiences in marketing and communications and from their perspectives why we are where we are and what needs to change. 

I was incredibly grateful that six of the black female leaders featured by Walter came back and agreed to be part of the discussion. In Part One of that discussion I am joined by

*Effie Kanyua, Founder: We Are Warriors PR - featured in PR Week's 'New Agencies to Watch in 2024'

*Ekaette Kern, Co-Founder and CEO, Tenet Consultancy.

*LeAnne Weekes, public relations and marketing expert looking for her next role

In this episode we have a really open conversation we discuss barriers to entry for black professionals in the field, including recruitment challenges, unpaid internships, lack of progression routes, and systemic issues. The panel discuss real-life examples of overcoming barriers in the industry, strategies for enhancing diversity in marketing and communications, stories of perseverance, creativity, and success, advice for aspiring professionals, emphasising the value of networking. Despite some progress, our industry still has a long way to go in truly embracing diversity and inclusivity. Let's learn, grow, and support each other in making the marketing world a place where everyone's voice is heard and valued. 💡

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00:26 Effie's Journey: From Journalism to AI-Powered PR

01:23 LeAnne's Diverse Communications Expertise

02:54 Ekaette's Mission: Diversifying the Agency World in Atlanta

04:28 The Stark Reality of Diversity in the Industry

05:02 Breaking Down Barriers: Opportunities and Representation

09:24 The Importance of Diverse Voices in Creative Industries

12:20 Challenges and Solutions for True Diversity and Inclusion

18:34 The Role of Leadership and Strategy in DE&I Initiatives

21:36 The Impact of DE&I Rollbacks and the Need for Action

44:22 Advice for Aspiring Professionals in the Communications Industry

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 

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Dr. Grace Kite is Founder and CEO of Magic Numbers and Magic Works Training. Her career is distinguished by a blend of academic excellence and practical expertise, making her a sought-after advisor and speaker on topics related to marketing effectiveness and ROI. Dr. Kite's contributions to the field are characterised by her ability to blend detailed econometric analysis with clear, actionable insights, helping businesses to optimise their marketing strategies in alignment with economic principles.In addition to her consulting work, Dr. Kite is an influential voice in the marketing community, frequently contributing to industry discussions, publishing research findings, and participating in conferences. And today's episode delves into so much of the work Grace contributes to the industry. We talk about how Graces curiosity got her into marketing, the importance of people, how getting the work used not just commissioned is so important. Bar charts beeing the bazzoka of data, the importance of last click attribution going away, the differences for smaller and bigger brands, how 30 grand spent today can give you 20-40% more effective marketing plans, of course we touch on AI and Die Hards place as a Christmas Classic.

00:14 From Economics to Marketing: A Unique Journey

03:21 The Leap to Freelancing: Balancing Career and Family

07:59 The Power of Positioning and Analytics in Marketing

11:28 Understanding the Human Element in Data Analytics

21:42 Navigating Marketing Strategies in Inflationary Times

25:58 Practical Advice for Marketers on a Budget

31:48 Navigating the Pitfalls of Attribution in Marketing

39:45 Understanding the Impact of External Factors on Marketing

42:24 Exploring the Potential and Pitfalls of Attention Metrics

45:19 The Power of Niche Influencers in Marketing

47:57 AI in Marketing: Opportunities and Concerns

50:57 Reflections and Insights from Industry Events

51:34 Econometrics: Making Advanced Analysis Accessible

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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This episode of 'That's What I Call Marketing' covers the top marketing stories and campaigns from March 2024, including Heinz's ketchup insurance in the UAE, the LinkedIn-Edelman B2B Thought Leadership Impact Report, and how AI is influencing the creative process. The episode also discusses innovative campaigns from brands like Paddy Power, Kahluah, and Under Armour's AI-generated sports commercial. Additionally, it addresses TikTok's potential ban in the US and Starbucks' restructuring of its marketing leadership. The episode wraps up with highlights of award nominations and recent podcast episodes, offering insights into recent marketing trends and discussions on AI’s role in creativity, the importance of thought leadership, and the evolving landscape of advertising.

00:00 Welcome to the Marketing Roundup!

00:21 March 2024 Sponsorship Opportunities and Show Updates

00:58 Heinz Ketchup Insurance: A Sticky Situation

01:58 LinkedIn and Edelman's Insightful B2B Report

03:14 Paddy Power's Creative Marketing Genius

04:08 St. Patrick's Day Celebrations and Brand Collaborations

05:13 TikTok's Uncertain Future in the US

06:39 Sam Altman's view on AI's Impact on Creativity and Marketing

08:34 Under Armour's AI-Powered Sports Commercial Controversy

10:08 Cannes 2024 Preparations and Opportunities

10:55 Pot Noodle's Slurp Campaign: A Sound Strategy?

12:54 Bailey's Innovative Solution to a Common Dilemma

13:31 Andrex's Bold New Brand Platform

14:49 Stella Artois' Star-Studded Campaign

15:44 Celebrating Differences with a Powerful Message

17:00 Starbucks' Marketing Leadership Shake-Up

18:04 AIM Awards and Marketing Excellence

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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In this episode of 'That's What I Call Marketing', Conor Byrne hosts a B2B Marketing panel discussion with Tara O'Sullivan CMO of Zevo Health, Caroline Kelly VP of Marketing at Johnson Hanna, and Seamus Moore CMO of Atlas. The discussion aims to delve deep into the evolving world of B2B marketing and answers the question why is B2B marketing so boring. The discussion looks at what is going wrong and what is going right in B2B Marketing, the need for it to have a more human-centric approach and the well known challenge of stakeholder complexities. The panel debate if B2B marketing should be purely transactional or should it create meaningful connections addressing customer pain points and leveraging strong creative content to resonate with the audience. The episode explores the role of creativity and utility in marketing, with a consensus on the necessity of creativity to stand out in a traditionally utilitarian field. The panelists share successful strategies from their respective organisations, shedding light on the importance of brand differentiation and the power of creative tactics to foster engagement and break the monotony of B2B marketing. As the conversation progresses, the panel touches on the impact of thought leadership and content strategies, underscoring the need for authenticity, relevance, and delivering value to the audience. The episode concludes with a lively enough discussion on the relationship between marketing and sales, emphasising the importance of collaboration, setting clear boundaries, and aligning goals to drive business success.. The episode serves as a compelling call to action for marketers to innovate, connect, and inspire in the evolving world of B2B marketing. The future of B2B marketing should be bright and inspiring 

03:30 Defining B2B Marketing: Insights from the Experts

12:07 The Creative Challenge in B2B Marketing

18:29 Personalizing B2B Marketing: Strategies for Engagement

24:43 The Importance of Measurable Outcomes in B2B Marketing

32:45 The Digital Transformation of B2B Marketing

34:49 Navigating the Complex Relationship Between Sales and Marketing

48:17 The Importance of Internal Content Creation in B2B Marketing

55:55 The Future of B2B Marketing: Creativity, Purpose, and Impact

56:26 Spotlight on Innovative B2B Brands and the Future of Work

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Thanks to SpaceTo for hosting us and Business Plus for their support

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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Chief Revenue Officer of Calendly,Jessica Gilmartin, is today's guest on That's What I Call Marketing. Today we cover so much in a fascinating and fun conversation that is a great insight for not just marketers but for sales people too. We discuss the ways Jessica found support and mentorship on her pretty unconventional career journey, we talk about the importance of finding passion, maintaining intellectual curiosity, and the constant evolution of marketing as a discipline. We go deep on the topic of international marketing, highlighting the necessity of understanding how to cut through the noise, understand what really matters and where and when to get really local, something that Diplomat Agency has been set up to support scaling companies with. Jessica is a leader that oozes empathy and we talk about her approach to creating a supportive culture as a leader, being a thoughtful leader and not having all the answers. We cover product led growth, insights into how to best align sales and marketing and practical advice for any salespeople out there trying to target CMO’s you are probably getting it all wrong.

And we uncover something that we can’t tell Jessicas boss. 

00:00 Celebrating International Women's Day and Mentorship

03:05 Embracing Curiosity and Lifelong Learning in Marketing

04:50 Navigating the Complexities of International Marketing

16:54 Creating a Culture of Honesty and Empathy in Leadership

23:10 Transitioning to Chief Revenue Officer: Integrating Sales and Marketing

29:04 Exploring Calendly's Marketing Strategies and Growth

34:32 Fostering a Culture of Innovation and Customer Focus

38:13 Embracing Change and Experimentation in Marketing

41:46 The Importance of Psychological Safety and Learning from Failures

44:10 Empowering Teams

51:07 Balancing Work and Personal Life

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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In this episode of 'That's What I Call Marketing,' I get to interview Tom Roach. Tom is a highly respected figure in the marketing world, renowned for his fascinating career, insightful publications, and significant contributions to marketing thought leadership. Tom is unquestionably one of the greats when it comes to effectiveness, he has been the author of a phenomenal amount of effectiveness papers and so certainly knows what good looks like. Today we chat about that, how that journey came about, how he got rejected by most the agencies he ended up working for when he started out, how he was a terrible account person and some of the things he has learnt along the way. We chat about how Tom set about instilling a culture of effectiveness through the agencies he worked at, without doubt leaving a legacy of excellence along the way. Tom talks about bridging the gap between creativity and commerciality, the importance of brand-building in digital platforms, and the aspects of communication strategy. He also shares insights about award-winning marketing case studies he has worked on, such as McDonald's and Sainsbury's, explaining the power of practical strategic planning, creativity, and consistency in achieving marketing goals. And as if that isn’t enough we talk about Toms path to not becoming a choral singer.

04:50 The Shift from Account Management to Strategy

06:05 The Importance of Effectiveness in Advertising

08:55 The Art of Writing Effective Case Studies

14:26 The Sainsbury's Case Study: A Deep Dive

21:04 The Role of Frameworks in Strategy

26:15 Creating a Culture of Effectiveness

30:42 The Two Sides of the Coin: Media and Creativity

35:39 The Potential of Digital Platforms in Building Brands

43:28 The Role of Creativity in Gaining Attention

50:26 The Challenge of Convincing Stakeholders about Brand Building

Thanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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Explore the top marketing highlights from August. Dive into Sportsbet's engaging 'Elite Average Games' campaign, X's (formerly Twitter) legal battle to reclaim advertising revenue, and Teamwork.com's humorous take on client relations. Discover 'Who Gives a Crap's' unique sports sponsorship, Starbucks' new CEO appointment, Mars' acquisition of Kellogg's snack division, and Uber's venture into in-app advertising. Learn about Guinness' Premier League sponsorship, the latest from Snoop Dogg with Solo Stove, McDonald's Japan's ambitious AI ad campaign, and Cristiano Ronaldo's YouTube milestone. Plus, find out how Dunkin' Donuts is leveraging star power, HelloFresh's global campaign, and revisit the iconic British Heart Foundation ad with Vinnie Jones. And don’t miss insights into Steven Bartlett's controversial ads, and more, in this packed episode with actionable marketing strategies and lessons.

00:00 Introduction to the Podcast

00:20 Community Engagement and Support

00:56 Sportsbet's Elite Average Games Campaign

02:39 X's Legal Threats and Advertising Challenges

04:30 Teamwork.com's Client Part Two Campaign

05:55 Who Gives a Crap's Unique Sponsorship

07:11 Starbucks' New CEO and Controversial Commute

08:50 Uber's Revenue Diversification

10:30 Mars Acquires Kellogg's Snack Division

12:00 Guinness' Premier League Sponsorship

14:00 Dunkin' Donuts and The Instigators

14:56 Snoop Dogg's Solo Stove Campaign

15:39 McDonald's Japan AI Ad Campaign

17:42 Steven Bartlett's Influencer Controversy

19:23 Cristiano Ronaldo's YouTube Strategy

20:55 HelloFresh's Global Campaign

22:15 Oasis Reunion Marketing Genius

23:43 Curry's Gen Z Social Media Campaign

24:06 British Heart Foundation's CPR Campaign

25:24 DNA of Distinct

28:48 Recent episode recap and new sponsor announcement

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Newly appointed Chief Operating Officer of Dentsu Ian McGrath took time out before starting his new job to reflect on his career to date and his perspective on the world of marketing. Ian has lots of thoughts to share, as you will find out, coming from his years of experience working and running top media agencies in Ireland as well as running global media for the brand Poker Stars for the past two years. 

During todays conversation we talk about Ians love of spreadsheets, the role agencies have played in his career, how the move client side happened and the experience of being client side. We talk about culture, accountability and autonomy,  the importance of understanding - understanding culture, geography, global and local nuances - understanding things like marketing and business metrics, the role of testing, understanding loyalty and penetration and all the different areas of marketing are so important. And how ultimately how you use all of this information depends, on so many factors.

03:51 The Importance of Understanding Marketing

10:18 The Shift from Agency to Consultancy

18:11 The Importance of Team Dynamics and Culture

28:19 Understanding International Market Dynamics

42:35 The Role of Brand Power and Share of Voice in Maintaining Market Share

48:40 The Balance Between Global and Local in Marketing

54:25 The Return to Full Service in Marketing Agencies

Thanks to today's show sponsor The Indie List https://indielist.ie/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com

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Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms. 

Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.  

The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad. 

Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.

Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session. 

All this and we talk about snakes

02:49 The Brown Snake Incident

05:54 The Birth of Amplified Intelligence

09:15 Challenging Facebook's Advertising Model

12:30 The Importance of Attention in Advertising

29:55 The Role of Creative in Advertising

35:28 The Problem with Cost Per Thousand (CPM)

39:18 Understanding the Impact of Digital Reach

40:38 Exploring the Ecosystem of Attention Space

43:15 The Power of Attention in TV Viewing

45:42 The Influence of Sponsorships in Program Advertising

46:38 The Role of Out of Home Advertising in Attention Economy

48:18 Dealing with Criticism in the Attention Economy

55:00 Audience Q&A  

Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken Ireland

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com 

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Today’s guest is Mark Sandys, Chief Innovation Officer at Diageo. The conversation covers so many aspects of marketing that Mark has seen throughout his career. We talk about Mark's entry into Diageo as a graduate trainee in 1997 to his rise within the company to his current role. Mark shares his views on the importance of stepping out of your comfort zone and how that helped progress his career in a bit of a sliding doors moment. We talk about the evolution of his marketing philosophy and the insights gained from observing consumer behaviour across the globe. We discuss the direction of innovation in the drinks market, with a focus on trends such as non-alcoholic beverages, celeb endorsed brands (still working on Ryan Reynolds as a guest) and the expanding influence of tequila. Mark discusses Diageo's innovation strategy centred on long-term planning and creating new systems and platforms rather than just products. We conclude with some advice from Mark to young marketers about understanding the entire P&L to make marketing choices that drive profit.

01:18 Experiences and Insights from Working at Diageo

08:46 Career Transitions and International Experiences

14:59 Understanding and Adapting to Different Markets

21:29 The Importance of Continuous Learning and Adaptability

30:48 Guinness's Growth Post-Covid and getting a better Guinness at home

37:31 The Concept of Platforms, Not Products

49:32 The Role of Acquisition in Innovation Strategy

52:56 The Future of Spirits: Tequila and Whiskey

57:56 The Importance of Leading the Business

Thanks to today's show sponsor The Indie List https://indielist.ie/

Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com 

To contact That’s What I Call Marketing 

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• Youtube: www.youtube.com/@thatswhaticallmarketing 
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Panel: Kerri Martin is CMO of Goosebumps Brand Advisors and previously held senior roles at Melt, BBDO, VW, BMW and Harley Davidson.

Dave Horton and Matthew Woodhams-Roberts, are ECDs and partners of Special Group US and the creative team behind this years Uber Eats Ad.

So here we go, a deep dive into the Super Bowl ads of 2024 with a panel of experts. Kerri Martin is CMO of Goosebumps Brand Advisors and previously has held senior roles at Melt, BBDO, VW, BMW and Harley Davidson. Dave Horton and Matt Woodhams-Roberts, are ECDs (and partners) of Special U.S. and have worked on Super Bowl Ads before, this year overseeing the creative for Uber Eats highly rated ad.

Our conversation kicks off with personal Super Bowl Sunday experiences and dives into dissections of various ads that caught the panel's attention. Ads discussed include the nostalgic Volkswagen commercial celebrating 75 years in America, the emotionally infused Google Pixel ad, Pringles and State Farm's celebrity-packed spots, to name a few. Additionally, we touch on emerging themes, such as the increasing use of celebrities to create an immediate connection with viewers and the importance of aligning with cultural sentiments. We particularly highlight the impact certain celebrities can have on an advertising campaign. The panel also reflects on apparent category gaps in this year's roster, notably the subdued presence of beer and American auto manufacturers. Tune in for an in-depth exploration of Super Bowl advertising - the hits and the misses, and the evolving dynamics of this high-stakes marketing platform.

And even though she couldn't make it as a guest, we do talk about Taylor Swift!

05:04 Discussing Favourite Super Bowl Ads

10:34 Impact of Celebrity Endorsements

20:27 Consistency and Creativity this year

26:15 The Importance of Music 

28:06 The Role of Supporting Cast in Ads

29:34 The Importance of a Great Idea 

31:56 The Making of the Uber Eats Ad

40:42 The Value of Super Bowl Ads

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Attending Pendulum Summit 2024 host Conor Byrne got to meet and speak to 6 of the amazing speakers. This episode is made up of 6 short interviews and is less about marketing and more about inspiring stories and from some truly incredible people. The Pendulum Summit, believes in the power of impactful moments that create lasting change. The summit creates a ripple effect that drives the change the world needs. These short stories will hopefully inspire you.

• 3:10 - Dr. Zoe Wimshurst, Sports Psychologist
• 13:26 - Niall Breslin, Singer, Author, Mental Health Advocate
• 20:45 - Dr. Brian Pennie, Author and Neuroscientist
• 27:43 - Astacianna Hatcher Conservation Ornithologist
• 35:10 - Charlie Engle Ultramarathon runner and author
• 45:42 - Dr. John Gray Author Men are from mars women are from venus

Thanks to the Pendulum Summit

Today's show is sponsored by The Indie List

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