Sleeping Barber - A Marketing Podcast

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

In this episode of the Barber's Brief, hosts add a little twisst.Vassilis and Marc discuss their upcoming Cannes Lions Festival of Creativity attendance. They explore the significance of the festival, its structure, and the various components that make it a premier event in the marketing and creativity space. The hosts share their excitement about networking opportunities, notable speakers, and key themes such as AI and the creator economy. They also touch on new award categories and their plans for media coverage during the festival.Enjoy the show!Timestamps00:00 - Introduction 02:56 - Exploring the Festival's Structure and Events05:58 - Key Themes and Topics of Interest08:56 - Insights on the Creator Economy and AI12:01 - Notable Speakers and Jury Members15:00 - Navigating the Festival Experience17:54 - Conclusion and Future Plans

In this episode of The Sleeping Barber Podcast, Marc Binkley and Vassilis Douros sit down with Pieter-Paul and Matt Davies from BetterBriefs to talk about one of marketing’s most overlooked tools: the creative brief. From common pitfalls to practical fixes, they explore why so many briefs miss the mark — and what marketers and agencies can do to write ones that actually drive great work. Expect candid insights, real-world challenges, and a few strong opinions on what it takes to brief better.Enjoy the show!Our Guests:Pieter-Paul von Weiler https://www.linkedin.com/in/pieterpaulvonweiler/ Matt Davies https://www.linkedin.com/in/matt-davies-a7570433/ Founders of Better Briefsformer creative agency strategistsWon a couple of Grand Effies and IPA Effectiveness AwardNow they help brands create better briefs that inspire more effective workFollow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠Get in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Chapters 00:00 The Importance of Creative Briefs07:11 Understanding the Briefing Process13:59 Challenges in Brief Writing20:48 The Role of Strategy in Briefs28:12 Evaluating Ideas and Creativity34:56 The Cost of Poor Briefs43:47 The Power of Partnership in Marketing48:24 The Importance of Training and Communication52:01 Navigating the Briefing Process55:07 The Human Element in Creative Work58:43 Optimizing Creative Processes01:01:12 The Role of AI in Marketing01:05:10 Post Pod with V & MarcBackground Research & Links:Better Breifs https://www.betterbriefs.com/the-betterideas-project

Welcome to another episode of The Barber’s Brief!Join Marc and Vassilis as they dive into the latest marketing and business news, spotlight a standout case study in their Marketing Moment, and wrap up with the Ad of the Week.Enjoy the show!Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠Get in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps:00:00 - Introduction01:04 - Google Found Guilty of Illegal Ad Tech Monopoly 03:55 - Amount of Money Being Spent on Digital ad Spending for the Election08:14 - ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved Citations12:12 - Video marketing spend up 20% last year as advertisers shift focus18:18 - Marketing Moment - Should Meta Divest Instagram and WhatsApp?23:12 - Ad of the week: Goodnights - Mission Dry25:35 - Coming up next week.In The News Links:Google Found Guilty of Illegal Ad Tech Monopoly Link: https://www.searchenginejournal.com/google-found-guilty-of-illegal-ad-tech-monopoly-in-court-ruling/544795/Historic Amount of Money Being Spent on Digital ad Spending for the ElectionLink: https://www.ctvnews.ca/kitchener/article/historic-amount-of-money-being-spent-on-digital-ad-spending-for-election-says-kitchener-ont-firm/ ChatGPT Enhances User Experience with Shopping, WhatsApp Integration, and Improved CitationsLink: https://www.searchenginejournal.com/chatgpt-adds-shopping-whatsapp-search-improved-citations/545525/ Video marketing spend up 20% last year as advertisers shift focusLink: https://www.marketingweek.com/video-marketing-spend-advertisers-shift-focus/The Marketing Moment:Should Meta Divest Instagram and WhatsApp?Author: Prof. dr. Koen PauwelsLink: https://www.linkedin.com/pulse/should-meta-divest-instagram-whatsapp-prof-dr-koen-pauwels-kj07e/ Ad Of The Week:Goodnights - Mission Dryhttps://youtu.be/ucPDfeLmJEY?si=_HrJrW2Nzfh3JgGP

In this episode of The Sleeping Barber, Charlotte Blank, US CMO of Jaguar Land Rover, shares how the brand balances heritage with modern luxury. She explores the power of creative advertising, the role of psychological research in understanding consumers, and how marketing science supports strategic decisions. The conversation also dives into the Jaguar rebrand, the success of the Range Rover Sport campaign with Theo James, and the need for evidence-based, data-driven marketing to justify spend and deliver a seamless customer experience.Enjoy the show!Our GuestCharlotte BlankUS CMO at Jaguar Land Rover North AmericaMember Board of Trustees, Advertising Research Foundation (ARF)Advisory Board Member, Penn Master of Behavioural and Decision SciencesHarvard, MBAhttps://www.linkedin.com/in/charlotte-blank/Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠Get in touch with our hosts:Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠Timestamps00:00 Introduction to Jaguar Land Rover's Marketing Strategy02:58 Balancing Heritage and Modern Luxury06:08 The Role of Marketing Science in Decision Making08:58 Charlotte Blank's Unique Career Path12:06 Behavioural Science and Marketing Insights14:53 Understanding Consumer Behaviour Through Psychological Research17:59 The Impact of Creative Effectiveness on Brand Growth21:10 The Range Rover Sport Campaign with Theo James23:55 Adapting Marketing Strategies for Different Markets26:58 Evidence-Based Marketing and Its Impact on Performance34:36 The Importance of Creative Advertising36:11 The Jaguar Rebrand: A Bold Move42:11 Understanding Consumer Psychology48:01 Marketing Challenges and Solutions51:25 Final Thoughts and InsightsBackground Research & Links:TEDx - Lead like a Scientist https://www.ted.com/talks/charlotte_blank_lead_like_a_scientist_experiments_are_key_to_unleashing_potential?Sell Luxury without a product https://www.cmswire.com/digital-marketing/cmos-can-you-sell-luxury-without-a-product-jaguars-doing-it/Copy Nothing https://www.youtube.com/watch?v=rLtFIrqhfng&t=1sRange Rover - Theo James https://www.youtube.com/watch?v=kwma55CDO9UBest Q3 Ever https://www.automotiveworld.com/news-releases/jlr-delivers-robust-q3-financial-performance-with-best-q3-revenue-on-record/Pause Exports to US https://www.reuters.com/business/autos-transportation/uks-jaguar-land-rover-pause-shipments-us-over-tariffs-times-says-2025-04-05/