Welcome back to another episode of The Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. We hope you enjoy the show! Our Hosts: 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/⁠ In the News: Marketing / Business Headlines Solo Fires CEO after Marketing Misstep https://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/ Marketing Dive: How generative AI could solve the cookie deprecation puzzle in 2024 https://www.marketingdive.com/news/death-cookie-deprecation-generative-ai-marketing-prediction/704240/ Techcrunch: How Amazon Is Using AI to Help Customers Find a Better Fit https://techcrunch.com/2024/01/08/amazon-turns-to-ai-to-help-customers-find-clothes-that-fit-when-shopping-online/ Marketing Mag (AUS): Yahoo offers advertisers a glimpse into the cookieless reality https://www.marketingmag.com.au/featured/yahoo-offers-advertisers-glimpse-into-cookieless-reality/ CBC.ca: Canadian Big Banks Making Misleading Claims on Sustainability https://www.cbc.ca/news/business/sustainable-finance-complaint-1.7078254 More About Advertising: Brand Character Beat Celebs in Super Bowl ads Says System 1 https://www.moreaboutadvertising.com/2024/01/brand-characters-beat-celebs-in-super-bowl-ads-says-system1/ Marketing Moment: A Marketing Case Study Shrinkflation is a thing, and one grocery store is doing something about it. France is unusual in Europe in that it strongly regulates the retail sector, forcing supermarkets to negotiate prices only once a year with food and drink producers, in an attempt to protect its farm industry. Having said that, To put pressure on their suppliers, the French grocer has taken matters into their own hands. By putting shelf labels on products that had shrunk in size but increased in price. Links: https://economictimes.indiatimes.com/news/international/business/carrefour-pulls-pepsico-products-over-price-hikes/articleshow/106567815.cms https://www.forbes.com/sites/danpontefract/2024/01/04/carrefour-drops-pepsi-products-continues-its-purpose-leadership/ https://www.theguardian.com/business/2023/sep/14/carrefour-puts-shrinkflation-price-warnings-on-food-to-shame-brands Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

David Tiltman, SVP Content at WARC, joins the podcast to discuss marketing effectiveness and critique North American marketers. They also highlight an upcoming event in New York showcasing industry work and creativity. The speakers explore contrasting views on marketing effectiveness, analyze challenges faced in the industry, and discuss foundational principles including targeting, availability, and measurement. They also touch on common problems faced by marketers and preview upcoming episodes with other guests.

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero. In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing. Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it! Our Guests Hanna Riberdahl CEO of Sveriges Annosorer (Sweedish Federation of Advertisers) https://www.linkedin.com/in/hanna-riberdahl-b5967816/ https://www.sverigesannonsorer.se/om-oss/ Kaj Johansson Managing partner and co-founder of Kapero Management Consultants Specializing in Marketing, Communications and Media https://www.kapero.com/ https://www.linkedin.com/in/kaj-johansson-7808311/ Our Hosts: 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/⁠ Literature Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/ The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf Timestamps 0:44 - Intro to Kaj & Hann 2:48 - Why look into the effectiveness of marketing departments 5:19 - How org design affects marketing effectiveness 7:05 - The assumptions to test in this study 8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers 13:38 - Everyone agrees on what marketing departments should do but not how to do it 14:45 - The surprising finding about the marketing’s strategic contribution to the business 18:23 - The overwhelming similarities between B2B vs. B2C marketing departments 21:00 - Why marketing departments need fewer KPIs split into two sets 25:10 - The responsibilities of the marketing department don’t match their primary KPI 30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value 33:39 - The risk with using digital metrics from Facebook and Google 35:34 - Why digital metrics for data-driven marketing is a big problem 37:55 - How digital metrics and big data has impacted the structure of marketing departments 41:15 - Why understanding baseline sales is so valuable 42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion 44:15 - The impact that channel specialization has had on marketing budgets 46:38 - The contradiction with media optimization 50:15 - The future of marketing is not about building data-driven agile teams 52:50 - Modern marketing departments can create more value by doing less 56:25 - The skills modern marketing departments need more training with 1:03: - The opportunity to generate insights from voice of the customer research 1:06:32 - The dangers with insights from voice of the customer research 1:12:11 - Post pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Welcome to season 3 of The Sleeping Barber! We are kicking the year off with our Barber’s Brief segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Our Hosts: 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/⁠ In the News Market-Based Asset Theory of Brand Competition | Byron Sharp, John Dawes, Kirsten Victory https://www.sciencedirect.com/science/article/pii/S096969892300317X?via%3Dihub MarketingDive - In-house agency sophistication rises, output improves: survey says https://www.marketingdive.com/news/in-house-agency-trends-media-buying-data-strategy-wfa/703212/ WHO - The World Health Organization Appoints Champion for the European Well-Being Economy Initiative https://www.who.int/europe/news/item/16-11-2023-new-who-champion-for-the-european-well-being-economy-initiative MarketingDive - Instagram Reels outperforms TikTok, Facebook for branded video content, report says https://www.marketingdive.com/news/instagram-reels-outperforms-tiktok-facebook-branded-video/703155/ CBC.ca - New York Times sues OpenAI, Microsoft for copyright infringement https://www.cbc.ca/news/business/new-york-times-openai-lawsuit-copyright-1.7069701 Adweek - Meta's Ad-Free Tier Will Reveal How Hungry Users Really Are for Data Privacy - Opinion Brian Quinn https://www.adweek.com/social-marketing/meta-ad-free-fee-consumer-hunger-data-privacy/ Ad of the Week Guinness and its creative ad agency AMV BBDO have launched a new social media campaign called ‘Foot Pints’ that features a pair of winter boots that leave pint-shaped markings in the snow. These are limited edition - and those who are interested can register their interest on Guinness’s website. The campaign playfully mimics the seriousness and gleam found in sneaker launches while celebrating pubs this festive season. Jennifer Gleeson, senior brand manager at Diageo, said that the campaign underlines the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter. The campaign will also encompass press and outdoor activations showing the ‘Foot Pints’ making their way to boozers throughout the UK. A limited edition was produced, and customers can register their interest on Guinness’s website. Directed by: Ste Hinde Director of Photography: Andi Hampton Art Director: Hannah Rawson Agency: AMV BBDO Link: https://youtu.be/dPbB-1jMbe0?si=P8I_Vc-lY-5DLwtR Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id160981132 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

We decided to switch things up a bit for our last episode of the year. We roped in some of our pretty cool podcast buddies – Elena Hengel from the Marketing Architects Podcast and Conor Byrne, the brain behind 'That's What I Call Marketing!' Together, we dive into our best campaigns of the year from the US, Canada, and Europe. We discuss being bearish or bullish on MMM, B2B creativity, influencer marketing, and much more. Heck, we even rank our favourite marketing brains from the past year! This episode is best enjoyed with your feet up by a crackling fire, and don't forget the eggnog! We thank you all for the incredible support over the last and and we wish you all a Merry Christmas and Happy Holidays. We'll see you in the New Year! Marc and V Timestamps 1:21 - Our campaigns of the year 14:47 - Bullish or Bearish 42:35 - Thought leader power rankings 55:16 - 2024 predictions Links: Elena Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3 Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/ Conor: Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Yorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoi Communion Saves: https://www.youtube.com/watch?v=JCJfxC5i588 Vassilis: WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI = Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-2/ Marc’s Fixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza Spotify Wrapped Campaign

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: 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/⁠ In the News WARC - The future of strategy: Marketing is in desperate need of a reality check https://www.warc.com/newsandopinion/opinion/the-future-of-strategy-2023-marketing-is-in-desperate-need-of-a-reality-check/6378 Adexchanger - Adalytics Exposes An Alleged $10.5 Billion Black Hole In The Google Search Partners Program https://www.adexchanger.com/online-advertising/adalytics-exposes-an-alleged-10-5-billion-black-hole-in-the-google-search-partners-program/ Techcrunch - AWS brings palm-scanning “Amazon One Enterprise" https://techcrunch.com/2023/11/28/aws-brings-amazon-one-palm-scanning-authentication-technology-to-the-enterprise/ Marketing Dive - IPG Mediabrands strikes a deal with Amazon for ad-supported streaming Amazon’s fledgling ad-supported offering. https://www.marketingdive.com/news/amazon-ipg-mediabrands-deal-ad-supported-streaming/702147/ Financial Post - Canadians now allocating 15.4% of their income to pay debts compared to 13.2% for Americans https://financialpost.com/news/mortgage-crunch-hits-canada-economy Marketing Dive - What Coca-Cola’s generative AI experiments mean for the brand’s future | Marketing Dive https://www.marketingdive.com/news/coca-cola-coke-ai-openai-lessons-plans-interview/701265/ The Marketing Moment Dove - The Real Cost of Beauty This was a campaign the aired earlier in the year which aims to to create a safer, healthier online environment for younger generations. Ogilvy UK and Ogilvy Toronot Sources: Campaign Landing Page: https://realcostofbeauty.dove.com/ https://www.razorfish.com/work/dove-real-cost-of-beauty/ https://www.hsph.harvard.edu/striped/wp-content/uploads/sites/1267/2022/10/Real-Cost-of-Beauty-Report-10-4-22.pdf https://www.ogilvy.com/work/cost-beauty https://www.marketingmag.com.au/featured/cost-of-beauty-dove-pushes-for-kids-online-safety-act-in-latest-campaign/ Ad of the Week Amazon's Christmas ad for 2023 called "Joy Ride." It's not your usual sleigh ride—it's a sweet story about three lifelong buddies who take us on a trip down memory lane. They show us that the greatest gifts aren't always in fancy boxes but in the special moments we enjoy together. Watch Here - ⁠https://www.youtube.com/watch?v=jmF0bOCa_4Q Coming up next week: Special Year in Review Episode with Elena Hengel From Marketing Architects and Conor Byrne from That’s What I call Marketing. © 2023 Sleeping Barber

What if we have been approaching organizational design all wrong? What if there is a better way to align an organization with consumer needs? In this week’s show, Jeff Lowe, Executive Vice President and Chief Commercial Officer of Smart Technologies, discusses how the gap between CMO-CEO, CMO-CFO, CMO-CRO, etc., can be bridged by removing sales and marketing silos with a Unified Commercial Engine (UCE). He also explains how a buyer journey map can be used to design an org chart and lead change management to support sales and marketing unification. Jeff even sheds some light on how a poker table can help budgeting and be used to align teams to commercial outcomes. Enjoy the show! Our Guest Jeff Lowe, EVP & Chief Commercial Officer, SMART Technologies https://www.linkedin.com/in/jefflowe2/ https://www.smarttech.com/en-gb/education Our Hosts: 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 0:44 - Intro to Jeff Lowe, EVP & CCO Smart Technologies 3:03 - The cause of the gap between CMO-CEO, CMO-CFO, CMO-CRO etc 5:30 - Why we need to unify B2B sales & marketing teams 9:40 - 74% of customers would prefer a rep-free experience 11:58 - Removing sales and marketing silos with a Unified Commercial Engine (UCE) 13:19 - The (sales) straw that broke the (marketing) camel’s back 15:35 - Using a buyer journey map to design an org chart 18:55 - Leading the change management to support sales + marketing unification 26;04 - The biggest lesson when you remove corporate silos 27:11 - What salespeople really think of marketing presentations 28:45 - What caused the 60% improvement in lead acceptance rate (MQL-SQL) 30:51 - How SMART’s culture supported employee engagement during the UCE transformation 35:11 - How to set marketing budgets when there is no marketing team for the budget 38:16 - Poker table budgeting to align teams to commercial outcomes 42:35 - A fair process isn’t the same as a fair outcome 44:55 - Why we should stop using the word “Branding” and what to use instead 50:32 - Should you spend more on brand or performance? 52:07 - Why marketers need to know the meaning of cash flow, EBITA, market share etc 52:57 - A SMART case study from Australia 56:40 - Why buyer enablement and purpose are fueling a B2B renaissance 1:00:30 - How to find out more about Jeff and SMART 1:03:53 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: 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/⁠ In the News The Drum - Canadian Agency ReThink Wins the Chair & Retail Award for work with IKEA made “living ads” out of the city itself – using real homes (with real people in them) and turning them into instantly recognizable Ikea ‘billboards.’ including price tags and logos Ad Age - Mars is giving life to old ads In an effort to increase sustainability, The candy maker repurposes old spots from Twix, M&M’s bounty in a creative way. The Mars campaign, titled “Healthy Planet Productions”, follows the recent publication of its net zero roadmaps to accelerate action towards achieving net zero emissions by 2050. Healthy Planet Productions | Mars, Incorporated Forbes - Reported Sunday that in the US online sales were up 7.5% and in-store shopping visits increased by 2.5%  Top instore sellers included electronics, Smartwatches & TVs Top online sellers included kidkraft playsets, barbie dolls and mini brands toys 54% mobile purchases up 10.4% from LY Marketing News Canada - Is Popularity For Tik Tok amongst Teen leveling off? The latest data from Forrester's 2023 Youth Survey indicates a slight decline in TikTok's weekly usage among teens, dropping from 69% in 2022 to 68% in 2023. This suggests a potential levelling off of TikTok's popularity among teenagers, with competitors like Instagram's Reels and YouTube's Shorts gaining traction. TikTok still maintains a lead over its main competitor, YouTube, but faces growing competition in the ad market. Despite this, TikTok is expected to capture a significant portion of linear TV budgets targeting Gen Z in 2024. Bloomberg.Com - How bad is the cost of living squeeze?  Analysts did some math and concluded that it now cost $119.27 to buy the same goods and services a family paid $100 for before the pandemic Since 2020, groceries +20%, used Cars +35%, auto Insurance +33%, rent +20% Pay increases have mostly been consumed by inflation so people aren’t any better off than before The Marketing Moment How Snickers turned around declining market share Ad of the Week Chevrolet has unveiled their holiday season campaign, and it's truly heartwarming! The advertisement seamlessly showcases various products, prominently featuring an aging Chevy Suburban. However, what captivates the audience is the poignant narrative. A woman in the early stages of Alzheimer's witnesses her granddaughter embarking on a mission to create a memorable day, driving through the town and revisiting many cherished memories from Granny's past. Watch Here - https://youtu.be/xnZGEUA4oBk  Coming up next week: Jeff Lowe - Replacing Sales, Marketing and CX with a Unified Commercial Engine © 2023 Sleeping Barber

Boy, do we have a treat for you today! On this episode of the Sleeping Barber Podcast, we are joined by Eddie Obeng, CEO and learning Director of the Pentacle Virtual Business School. Metaverse pioneer, even before the “metaverse” was a thing, Eddie talks to us about what happens when the pace of change is faster than our ability to learn, 3 rules to consider when trying to keep up with change, what do high-performance organizations do in a world with excessive amounts of data, the 'productive weirdos' and so much more! This episode is a wild, and the energy levels are off the charts. Consider yourself warned. Enjoy the show! Our Guest Dr. Eddie Obeng CEO & Learning Director of the Pentacle Virtual Business School MetaVerse Pioneer, Software Developer Ambassador for the Association of Project Management Professor Henley Business School, Duke - Growth, Innovation & Entrepreneurship Author & TEDtalks alum & in-demand speaker Linkedin: https://www.linkedin.com/in/prof-eddie-obeng/ Qube.cc: https://home.qube.cc/ Our Hosts: 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/⁠ Links & Research: TEDtalk: Smart Failure for a fast-changing world: https://www.youtube.com/watch?v=EjSuaeVfE9I Eddie’s Website & Books: https://www.eddieobeng.com/ HBR - 3 Ways to Prepare for The Future of Work: https://hbr.org/2023/09/3-ways-to-prepare-for-the-future-of-work McKinsey - 6 Ways to Create a High-Performance Culture: https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-organization-blog/6-elements-to-create-a-high-performing-culture 5 Monkey’s Fable: https://www.youtube.com/watch?v=QhBv1kEGUeE Timestamps 0:44 - Introduction to Eddie Obeng 3:07 - Why Eddie started an online consulting metaverse 30 years ago 7:09 - Why remote work failed 9:41 - What happens when the pace of change is faster than our ability to learn? 16:56 - Policies and processes run irrespective of reality 20:10 - 3 rules to consider when trying to keep up with change 23:20 - What do high-performance organizations do in a world with excessive amounts of data 26:55 - Modern high-performance cultures don’t look back, they look forward 28:52 - Why organizations need weirdos but don’t have any 30:44 - How leaders can harness innovation by converting normal staff into productive weirdos 35:19 - The collaboration lessons we missed during WFH remote work 41:14 - Why is it hard for existing companies to become high-performance organizations 44:03 - Why corporate purpose is about orienting toward a customer, not ESG 47:29 - Success with diversity also depends on creating new ways to function 52:13 - The tooth fairy story: how KPIs can lead to bad behaviours 56:22 - AI - everyone is doing it but they don’t know why 1:01:08 - The 3-phase approach for transforming into high-performance organizations 1:05:24 - Find out more about Eddie 1:06:52 - The problem with “saving the planet” 1:07:42 - 5 methods for figuring out what’s not real aka “the truth” 1:12:43 - Post-pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2023 Sleeping Barber

Welcome to another episode of the Barber’s Brief. A segment where we cover news that caught our eye, a marketing moment where we highlight a case study, and our ad of the week. Enjoy the show! Our Hosts: 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/⁠ In the news Marketing Week - Mark Ritson Effectiveness: American and Canadian marketing fall behind in effectiveness, with a lack of engagement in key discussions like eSOV, distinctive assets, attention theory, 60/40 rule, and mental and physical availability. The perception that effectiveness principles originated outside the US leads to skepticism. Notable figures include the B2B Institute (Peter Weinberg, Jon Lombardo, Ty Heath), Koen Pauwels, and Roger Martin. Search Engine Land - Barry Schwartz: Google will be announcing significant changes to their search algorithm. Danny Sullivan, Google's Search Liaison, hints at upcoming adjustments but cautions that those generating "good content" will not be affected. Marketing Letters - Brand Growth Potential: Challenge to the 80/20 rule: Top 20% of customers contribute 50% of sales. Emphasis on targeting light and non-category buyers for sustained growth. Sales potential depends on the number and frequency of category buyers. Simulation and real panel data analysis conducted in the toothpaste category. Marketing Dive - Coca-Cola's AI Activation: Coca-Cola utilizes AI to create a futuristic cityscape at Las Vegas Sphere, promoting Coca-Cola Y3000 Zero Sugar. Transformation of Exosphere inspired by Y3000 AI Cam. The activation period began Nov. 13. The Drum - Huge Bets on Productization Model: Creative agency Huge, under IPG ownership, shifts away from traditional practices, abandoning RFPs, free creative, and rate discounts. Adopts a productization model with set prices and timelines in experience transformation, technology realization, and growth creation. Global talent pool of 1200+ employees accessible globally. Marketing Dive - Google's Generative AI Features: Google introduces generative AI features in Performance Max ad product. Advertisers generate campaign assets by providing a URL. AI-populated assets, including stock and unique images, guaranteed to be non-repetitive. FastCompany - IDEO's Restructuring: Leading design firm IDEO undergoes layoffs and restructuring, reflecting a shift from traditional design thinking. Industry trend moves towards agile, external innovation sources. Downsizing raises questions about the industry's future efficiency and innovation potential. Marketing Highlight: Oreo Case Study As one of Kantar's top 10 penetration powerhouses, Oreo's success is driven by the product flywheel effect—a positive feedback loop that fuels sustained growth. While cookies remain their core business, strategic expansion into new categories, like frozen treats, has introduced Oreo to 26 million new global shoppers, with 5.7 penetration points in India alone, equating to 19 million new buyers. The #StayPlayful global brand campaign has been instrumental in Oreo's triumph, celebrating the brand's playful elements and fostering a nostalgic connection to family moments. Running for over a year, the campaign reached audiences across 27 Central and Eastern European countries, including key markets like Germany and Russia. Results: 93% Global Presence: Oreo has solidified its footprint on a global scale. 8% CRP Growth: Demonstrating sustained consumer relevance and engagement. 26 Million New Shoppers: A testament to the effectiveness of their product flywheel strategy. +1 Global Rank Position: Reflecting Oreo's ascending position in the global market. Ad of the week https://www.youtube.com/watch?v=5y0fGsQU5zg&t=4s Coming up next week: Eddie Obeng - Building High Performance Organizations