Sleeping Barber - A Marketing Podcast

Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data. They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data. The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape of marketing and the necessity of adapting to new insights and methodologies.Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠TakeawaysZombie metrics can mislead marketers.The traditional funnel model is no longer effective.Intent data should be used holistically, not just for conversions.Data literacy is crucial for interpreting marketing metrics.Marketers must validate their metrics to ensure accuracy.Curiosity about data sources enhances understanding.Marketing effectiveness principles are essential for real results.Dale Harrison's insights provide valuable perspectives.The consumer journey is more compressed than ever.Being open to being wrong fosters growth in marketing.Chapters00:00 - Introduction and Context Setting01:07 - Exploring Zombie Metrics04:16 - The Outdated Funnel Model08:51 - Intent Data and Its Implications13:29 - Marketing Effectiveness Principles

In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing. He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process. Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nature of intent data. Enjoy the show!Our guest:Dale HarrisonConsultant - Inforda Life Sciences Serviceshttps://www.linkedin.com/in/dalewharrison/Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Chapters00:00 - Introduction02:12 - Understanding Zombie Metrics10:28 - The Importance of Data Literacy in Marketing12:21 - The Role of Financial Metrics in Marketing22:04 - The Funnel vs. Gumball Machine Model in Marketing26:41 - The Evolution of Sales Tactics29:21 - Understanding Marketing Models and Buyer Behaviour30:22 - The Role of Memory in Marketing32:36 - Measuring Marketing Effectiveness35:29 - The Impact of Brand Marketing37:51 - The Misconception of Intent in Marketing45:12 - The Limitations of Intent DataTakeawaysZombie metrics can mislead marketers and decision-makers.Data literacy is essential for credibility in marketing.The traditional funnel model is outdated and oversimplified.Marketing should focus on altering future buyer behaviour.Brand marketing has a lasting impact on consumer memory.Intent data is often unreliable and can lead to false assumptions.Marketers need to evaluate the metrics they use critically.Understanding contribution margin is crucial for marketing effectiveness.Effective marketing requires a balance of performance and brand strategies.The cost of acquiring customers is often exaggerated in marketing discussions.

In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends. They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media. The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They conclude with thoughts on future plans and the value of connections made at the festival.Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Key TakeawaysMeeting industry leaders in person was a significant highlight.Personalization in marketing may be losing its effectiveness.Martech should focus on driving results rather than just technology.Long-term campaigns are more effective than short-term sprints.Excess share of voice is crucial for brand success.Creative approaches can help achieve share of voice with limited budgets.Attention metrics are essential for effective advertising.Wasted ad spend is a major issue in the industry.Social purpose needs to be genuine and integrated into branding.Networking at events like Cannes is invaluable for professional growth.Timestamps: 00:00 Chilling in the Cold: Reflections on Cannes02:39 Networking with Industry Leaders05:17 The Shift in Personalization and Martech07:53 The Role of Social Purpose in Branding10:42 Campaign Longevity: Thinking Long-Term13:19 Excess Share of Voice and Budget Constraints15:58 Innovative Campaigns: Rethinking Media Strategies18:29 Creative Insights from Cannes 202521:10 The Importance of Attention in Advertising23:53 Final Thoughts and Future Plans

We’re back with another episode from the Croisette — and today, we unpack a busy (and very hot) Day 4 at Cannes Lions.Marc and Vassilis reflect on a standout presentation by Mark Ritson, who laid out three pillars for marketing effectiveness: fluency, emotion, and time — and challenged long-held assumptions about personalization, ad wearout, and brand purpose.They’re also joined by Vanessa Chin, SVP of Marketing and Josh Fruttiger, VP of Global partnerships from System1, who share insights from their latest report, The Long and the Short Form of It (co-authored with Andrew Tindall), which explores how brands can build attention, recognition, and results through short-form video.Highlights include:Ritson’s point: “Make fewer ads. Run them longer. Make more money.”Why distinctive brand assets matter more than your logoThe creative secret behind Corona’s Cannes-winning eclipse campaignSystem1’s forced fatigue study: why entertaining ads fatigue less and perform longerThe surprising absence of AI and personalization from the Croisette conversationThe myth of more = better: why 3,500 assets ≠ 3,500 ideasThe return of out-of-home — and what Super Bowl marketers can learn from itPlus, find out why entertainment outperforms even hard-selling tactics across both brand and conversion metrics.Stick around until the end to hear short interviews with Josh and Vanessa directly from the ground.Enjoy the episode!Timestamps:00:00 – Introduction01:12 – Recapping Day 4 at Cannes + why we need to talk about Ritson02:20 – Mark Ritson’s 3 rules for effectiveness: fluency, emotion & time04:45 – Why we overvalue personalization and short-term refreshes06:30 – Creative consistency vs. fragmentation: 3,500 assets ≠ 3,500 ideas08:20 – The case for distinctiveness, memory, and emotional resonance10:00 – Interview: Josh Fruttiger (System1) on the long and the short form10:50 – How System1 + TikTok measured short-form creative performance13:15 – Entertainment vs. salesmanship: what actually converts?15:30 – Why lazy branding hurts attention — and what to do instead17:10 – What fluent devices and brand characters do better than logos18:30 – Ad fatigue is real, but good creative ages well20:00 – How to keep ideas fresh without losing consistency21:15 – Interview: Vanessa Chin (System1) on brand, storytelling, and Corona22:45 – The return of brand identity and emotional storytelling24:10 – System1’s new out-of-home research and the future of Super Bowl ads25:15 – Vanessa’s final takeaway from Cannes: sunscreen + storytelling26:00 – Outro: Thanks for keeping us in your ears

Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart’s performance-to-brand pivot to Elf Beauty’s billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”Also: creative shoutouts from Telstra’s puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.Timestamps00:00 – Introduction01:30 – Instacart’s brand transformation journey03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics04:30 – Walking the Palais basement: Craft, awards & standout work07:50 – Telstra’s puppet-led Olympics campaign08:55 – Toasting the perfect slice: A NZ bread brand goes big10:30 – The power of creative consistency & long-running platforms13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter16:00 – Why ads wear out for marketers, not for people17:30 – Repetition, memory, and mental availability18:00 – B2B buying cycles, hidden buyers & trust signals18:45 – Media measurement: Why "seeability" is better than "viewability"19:50 – Finding balance: bravery and humility, brand and performance20:30 – Instacart & the brand-performance multiplier effect21:10 – Highlights from Zappi's Creativity Effectiveness Report23:15 – Kantar’s Jane Osler on creator-led marketing & brand equity25:15 – Wrapping up: Cannes takeaways & what’s next

In this lively episode of the Sleeping Barber Podcast, hosts Marc, Vassilis, and special guest Conor Byrne (That's What I Call Marketing) recap their first two days at the 2025 Cannes Lions International Festival of Creativity. Broadcasting from Cannes (though not from a yacht), they reflect on standout sessions, evolving industry trends, and a few jetlag-fueled laughs.Key takeaways include:Karen Nelson-Field & Adam Morgan delivered a memorable session with a multisensory activation that literally smelled like burning money—an impactful metaphor for wasted media spend.In the CMO Series, leaders from Amex, Nestlé, and Infosys emphasized creativity as a business asset, curiosity as a leadership trait, and the importance of having strong (but flexible) opinions.AI’s evolving role in creative production was a major theme. From email polish to strategic structure, the hosts discuss how they and others are using AI in real life.Tom Roach’s 5 creative principles emphasized platform-native content, imaginative repetition, and AI-driven consistency.The crew raved about focused, single-presenter talks (like the one from YouTube CEO Neal Mohan) over large panels.A new segment, “From the Basement,” highlights standout creative campaigns like Heinz’s global storytelling and TELUS’ Gamer RX mental health initiative.The hosts also share fun Cannes moments—from bumping into industry legends like Marcus Collins and David Tiltman to butchering French while ordering croissants.This episode is a sharp, entertaining look at Cannes culture, creativity, and community—with a balance of insight and good-natured chaos.Don’t miss our behind-the-scenes video from the early days in Cannes — now live on YouTube.Watch here: https://youtu.be/ePbGlArqTd4Also, have a listen to Conor's "That's What I Call Marketing Podcast" - https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWp?si=fc21f7da63c74f5a

In this episode of Barber's Brief, hosts Vassilis Douros and Marc Binkley express their excitement for the upcoming Cannes festival while discussing significant marketing news. They delve into Airbnb's leadership changes and strategic shifts, Tesla's declining sales and media perception, and their preparations for Cannes, including interviews with industry leaders. They also share insights from the TUDUM marketing symposium and highlight Heineken's innovative global recruiting campaign.Enjoy the episode!Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps:00:00 - Excitement for Cannes and Introduction to Barber's Brief02:44 - Airbnb's Leadership Changes and New Direction05:23 - Tesla's Sales Decline and Media Influence07:59 - Preparations for Cannes and Upcoming Interviews10:36 - Insights from Netflix's Marketing Symposium18:28 - Heineken's Innovative Campaign: Pub SuccessionEpisode TakeawaysAirbnb is shifting focus beyond home bookings.Leadership changes at Airbnb aim to enhance guest experiences.Tesla's sales decline may be influenced by media perception.Consumer research is crucial for brand success.Cannes festival is a melting pot of marketing thought leaders.The Tadum symposium showcased Netflix's evolving ad tech.Heineken's campaign connects pub owners globally.Marketing strategies must adapt to changing consumer interests.The importance of personalized content in advertising.Live events are becoming integral to streaming platforms.Links:Airbnb’s Leadership Shake-Up - https://www.msn.com/en-us/travel/news/rebecca-van-dyck-joins-airbnb-as-cmo-amid-strategic-shift/ar-AA1Gawb9Tesla's Registrations Down 90% - https://www.cbc.ca/news/canada/tesla-registrations-quebec-1.7547483Ad of the week: Heineken “Pub Succession” - https://www.youtube.com/watch?v=GStBV-Js15A

In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape. To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing. The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more. This is an episode you do not want to miss!Enjoy the show.Our GuestsConnor Archbold, Co-Founder and Co-CEO, Tracksuithttps://www.linkedin.com/in/connor-archbold/ Matt Herbert, Co-Founder and Co-CEO, Tracksuithttps://www.linkedin.com/in/herbertmattj/ Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps:00:00 - Introduction to Brand Tracking and Creative Marketing03:08 - The Evolution of Performance Marketing06:02 - Founders' Journey: From Law to Brand Tracking09:04 - The Impact of Cookie Deprecation on Measurement12:07 - Connecting Brand and Performance Marketing14:54 - The Role of Awareness in Brand Success17:55 - The Importance of Creative in Marketing20:59 - Building Brand Awareness as a Startup24:09 - Navigating Investor Expectations in Marketing26:52 - The Shift Towards Long-Term Brand Building30:09 - Marketing Effectiveness Principles and Their Relevance32:46 - The Future of Marketing: Creativity and Technology36:09 - The Awareness Advantage: Insights from Reports48:07 - The Importance of Brand Awareness54:54 - Nike's Brand Strategy and Market Positioning01:00:52 - The Role of Emotion in Advertising01:06:04 - The Cost of Dull Advertising01:16:04 - Aligning Brand Strategy with Investor Expectations

SummaryIn this episode, Marc Binkley and Vassilis Douros discuss various topics, including brand purpose, insights from Google Marketing Live, the impact of AI on advertising, the decline of Hudson's Bay, and strategies for capturing consumer attention in a digital landscape. They also highlight a humorous advertising campaign featuring Jason Alexander.Enjoy the show!Follow our updates:https://www.linkedin.com/company/sleeping-barber/Our Hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkleyVassilis Douros: https://www.linkedin.com/in/vassilisdourosTimestamps:00:00 - Introduction03:03 - Is Brand Purpose Dead?06:26 - Google I.O. and Marketing Innovations11:34 - The Impact of AI on Advertising14:49 - Balancing Automation and Control in Advertising15:24 - The Fall of a Canadian Icon: Hudson's Bay21:09 - Marketing Insights: Hacking the Attention Economy25:46 - Creative Advertising: Jason Alexander's New Campaign27:31 - Upcoming Episode: Measurement Series with Dale HarrisonTakeaways:Brand purpose must be woven into the company's ethos.Google Marketing Live introduced new AI tools for advertisers.AI can optimize ad performance but requires careful management.Hudson's Bay's decline reflects broader retail challenges.Distinctive brand assets are crucial for effective advertising.Attention spans for digital ads are alarmingly short.Marketers must adapt to changing consumer behaviors.Jason Alexander's campaign showcases effective brand storytelling.Understanding the full funnel is essential for measurement.Continuous testing and learning are vital in advertising.

In this episode of the Sleeping Barber Podcast, our hosts Marc Binkley and Vassilis Douros engage in a thought-provoking conversation with Mitch Joel, a renowned entrepreneur and marketing expert. They explore Mitch's diverse career journey, the evolution of marketing and agency relationships, and the impact of AI on the industry. The discussion emphasizes the importance of custodianship in brand management and the shift from speed to momentum in marketing strategies. Mitch shares insights on the changing landscape of performance marketing and the necessity for marketers to take ownership of their roles in a rapidly evolving environment. This is an episode you dont want to miss!Enjoy the show!Our GuestMitch Joel Entrepreneur, Investor, SpeakerCo-Founder of ThinkersOne - bite sized thought leadership from the best thinkers in the worldFormer President of Twist Image Digital Marketing Agency that sold to WPPNamed to Thinkers50 Radar ListAuthor of Six Pixels of Separation & CTRL ALT Deletehttps://www.linkedin.com/in/mitchjoel/https://www.mitchjoel.com/Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps:00:00 - Introduction 01:25 - Mitch Joel's Career Journey12:54 - The Evolution of Marketing and Agencies17:09 - The Agency-Brand Relationship in the AI Era26:20 - The Shift Towards In-House Marketing33:09 - The One-to-X Marketing Model38:11 - The Shift from Performance to Brand Storytelling41:16 - The Role of Custodianship in Marketing44:59 - Navigating Brand Evolution and Change49:54 - Emotional Engagement in Marketing54:39 - Speed vs. Momentum in Leading Change01:00:31 - Personal Agency in the Age of AI01:03:05 - Post-Pod with V & Marc