Sleeping Barber - A Marketing Podcast

In this conversation, Marc Binkley and Vassilis discuss insights from their chat with Bob Park, focusing on brand management, the importance of data in marketing, and the evolving landscape of AI. They explore how to manage multiple brands effectively, the distinction between good and bad data, and the significance of sales as a key metric. The discussion also touches on the shift towards micro-moments in marketing and the future implications of AI in the industry.Enjoy the show!Our Guest:Bob Park: https://www.linkedin.com/in/bob-park-geappliances/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/⁠TakeawaysThe weather can influence our mood and conversations.Managing multiple brands requires a nuanced understanding of market dynamics.Good data is essential for effective marketing strategies.Sales metrics should be the primary focus for marketers.The marketing landscape is shifting towards smaller, more frequent campaigns.AI is rapidly evolving and will impact marketing roles significantly.Understanding consumer behaviour is crucial for brand success.Data should guide decision-making, but clarity on what is being measured is vital.Collaboration across departments is essential for achieving sales goals.The future of marketing will involve adapting to new technologies and consumer expectations.Chapters00:00 Sunny Beginnings and Weather Talk01:55 Insights from Bob Park: Managing Multiple Brands05:18 Data Distinctions: Good vs. Bad09:09 Sales as the Key Metric12:42 The Shift to Smaller Campaigns16:10 The Future of AI and Technology18:05 Reflections on the Conversation

In this episode of the Sleeping Baber podcast, we engage with Bob Park, formerly the Chief Brand Officer at GE Appliances. We explore the evolving role of brand management, the importance of data-driven decision-making, and the challenges of balancing short-term and long-term marketing strategies. Bob shares insights from the Cannes Changemaker series, emphasizing the need for consumer-centric approaches and the integration of AI in marketing. Our conversation highlights the significance of building relationships within the C-suite and adapting to new media strategies in a rapidly changing landscape.Our Guest:Bob Park: https://www.linkedin.com/in/bob-park-geappliances/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/⁠TakeawaysThe Chief Brand Officer role focuses on a house of brands approach.Cannes Lions Festival provided valuable insights on marketing and technology.Being a changemaker is essential in brand management.Understanding consumer needs is key to effective marketing.Data-driven decision-making is crucial for success.There is a distinction between good and bad data.Key metrics should guide marketing strategies.Navigating data overload is a challenge for marketers.Media strategies must evolve with changing consumer behaviour.AI will play a significant role in the future of marketing.Chapters00:00 Introduction to the Sleeping Baba Podcast01:03 The Role of Chief Brand Officer03:03 Insights from the Cannes Changemaker Series05:49 Applying Change Maker Philosophy to Brand Management08:56 Data-Driven Decision Making in Marketing11:50 Key Performance Indicators and Market Share14:51 Navigating Short-Term vs Long-Term Marketing Strategies17:57 The Evolution of Media Strategies21:10 Adapting to the Digital Landscape24:07 Building Relationships with the C-Suite26:48 Justifying Marketing Investments30:03 The Future of Marketing and AI33:03 Conclusion and Closing Remarks

In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers.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/⁠TakeawaysThe creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization.Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers.AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies.Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection.Brands should prioritize creating meaningful experiences over just measurable outcomes.The importance of breaking down silos between marketing teams to create cohesive consumer experiences.Measurement should go beyond last-click metrics to include engagement and journey quality.Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising.The rise of AI tools is making video production more accessible for smaller brands.Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements.Chapters00:00 - Introduction00:53 - The Evolving Creator Economy04:29 - Retail Media Measurement Challenges08:27 - AI's Impact on Video Advertising12:19 - Innovative Marketing Strategies in Film15:55 - The Intersection of Film and Marketing17:12 - Evolving Performance Marketing to Experience Marketing21:51 - Redefining Success in Marketing25:24 - Nostalgia in Advertising: The Ribena CampaignLinks:Creator Economy Mergers and Acquisitions Heating Up!Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB dataLink: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-majorGenAI Is Coming for Your CommercialsLink: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iabBrad Pitt’s F1 Movie Marketing: Full-Throttle Strategy BreakdownLink: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pittThe Marketing MomentPerformance Marketing to Experience EngineeringLink: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections

In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem.We hope you enjoy this show!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 - Post-Cannes Reflections01:38 - The Tension Between Data and Media04:52 - Long-Term Campaign Strategies09:12 - Redefining Campaigns10:33 - The Hum and the Beats of Marketing12:21 - The Power of AI in Marketing14:55 - The Evolution of Cannes Festival

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising. The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.We hope you enjoy the show!Our Guest:David TiltmanChief Content Officer, WARC; SVP Content, LIONS Intelligencehttps://www.linkedin.com/in/david-tiltman-5a2a6614/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/⁠Episode Takeaways:Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.The festival includes both a core event and a vibrant fringe, offering diverse experiences.Creativity must be linked to commercial effectiveness in today's marketing landscape.The rise of AI is reshaping how marketers approach creativity and effectiveness.Craftsmanship in marketing is essential and cannot be easily automated.The American marketing landscape is sophisticated but has its challenges.The Multiplier Effect highlights the importance of effective marketing strategies.Marketers need to communicate effectiveness in relatable terms to a broader audience.The tension between best practices and market trends is a significant challenge.Lions Intelligence aims to provide valuable insights and tools for marketers.Chapters00:00 - Introduction00:58 - The Evolution of Cannes Festival03:48 - Experiencing the Fringe and Spontaneity05:55 - Making Effectiveness Entertaining07:54 - Balancing Creativity and Effectiveness09:45 - The Shift in Festival Programming11:48 - The Multiplier Effect and Industry Response14:24 - Emerging Trends and Frameworks16:10 - The Evolving Landscape of Marketing Practices18:40 - Navigating the Creator Economy and Brand Recognition21:30 - The Craft of Marketing: Balancing Creativity and Consistency22:46 - American Marketing: Insights and Challenges27:34 - Introducing Lions Intelligence: A New Era in Marketing Research

In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon. Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors.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/⁠TakeawaysThe Calgary Stampede serves as an unofficial economic indicator.Attendance at the Stampede is on pace to break records.Google Ads are seeing a decline in click-through rates post-AI integration.Longer queries are becoming more common in search behavior.Viral content does not always correlate with brand growth.Experiential marketing is becoming more important than traditional ads.Generic ads can outperform personalized retargeting ads in certain contexts.Timing is crucial for effective retargeting strategies.Stella Artois' Wimbledon campaign creatively aligns with cultural events.Emotional connections in marketing are essential for brand differentiation.Chapters00:00 - Introduction00:57 - Calgary Stampede: Economic Indicator03:14 - Shifts in Google Ads Post-AI06:33 - The Long and Short of Advertising07:58 - MasterCard's Experiential Marketing Shift11:10 - Retargeting: When Does It Work?17:36 - Stella Artois: Wimbledon Campaign HighlightsLinks:Calgary Stampede: What the 'Greatest Outdoor Show on Earth' says about the economy - https://www.cbc.ca/news/canada/calgary/bakx-calgary-stampede-2025-1.7577533Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2yAdvertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/Marketing Moment:When does Retargeting Work?https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledonFrom Performance Marketing To Experience Marketinghttps://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc

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