That's What I Call Marketing

In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management.02:30 OpenAI's New Brand Campaign03:23 AI Competitors and Market Penetration08:17 Emotional Advertising and Brand Loyalty13:25 Tylenol's PR Crisis and Brand Trust21:02 Ben Stiller's Entry into the Soft Drink Market29:16 Year-End ReflectionsWith thanks to Tracksuit Hosted on Acast. See acast.com/privacy for more information.

What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore: 👉 The real reason discounting destroys long-term value. 👉 Why profitability, not revenue, is the measure that matters. 👉 How brand equity lets companies charge 30% more — and why few marketers understand margins. 👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.What You’ll LearnWhy pricing is the forgotten P — and marketers must reclaim it.The psychological and financial damage of endless promotions.What Nestlé’s portfolio clean-up reveals about focus and profit.How the marketing profession lost the plot on creativity and strategy.Why AI won’t kill marketing — it will expose who actually understands it.The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.⏱️ Episode Chapters 01:20 – Mark Ritson & his return to Dublin 03:00 – Why sold-out events show poor pricing strategy 04:30 – The hidden cost of discounting and brand devaluation 07:00 – How Kellogg’s proves the power of price premium 08:30 – Profitability vs. revenue: what marketers forget 10:20 – Why marketers must be part of pricing decisions 12:30 – Nestlé’s new CEO and the art of brand consolidation 15:00 – The 80/20 rule and why most portfolios are bloated 17:00 – “Kill a brand, keep a customer”: cutting smart 20:00 – Marketing talent and the future of brand management 22:00 – Have we over-hyped creativity? 23:00 – The 4Ps and why product and price still dominate 25:00 – Why marketers stop learning after launch 26:30 – “Strategy is the orgasm of marketing” 28:00 – OpenAI’s ad: a masterclass in bad branding 30:30 – The branding chaos in AI tools 31:50 – The “Thirties” lens: long-term change, not next-year fads 34:00 – What AI really means for marketers 36:00 – Why strong brands will still win in an AI world 38:00 – Synthetic data and the future of perfect marketing plans 40:30 – Sydney Sweeney, American Eagle & System1 scores 43:00 – Non-profits and the four Ps done right 46:00 – The Mini MBA sale & Brave Bison partnership 49:00 – The U.S. expansion plan with Adweek 51:00 – How success proved his own theories right 52:00 – On Ireland, Guinness, and the art of the deal 55:00 – Why Ireland outsmarted everyone in the EU 56:30 – Why Ritson never preps a talk — and why it worksFind out more about Tracksuit Hosted on Acast. See acast.com/privacy for more information.

What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com💡 Powered by GoTracksuit.com02:45 Brady’s path from teaching to purpose-driven marketing05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”07:10 Solving the salary and perception problem with two bank accounts09:00 The birth of Charity Water’s brand: intuition over focus groups11:00 Proof, storytelling and tech: building Waterproof and donor trust12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”15:00 From paid performance to brand tracking with Tracksuit17:10 Future demand vs current demand: lessons from a plateau19:45 Building brand salience when no one’s “in market”21:00 How to run brand building on a limited budget23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test27:20 Channel mix: why dominance matters more than diversification31:10 TV, YouTube and MMM — what really drives donor acquisition34:00 Segmentation, salience and Byron Sharp for nonprofits36:00 The nonprofit plateau: learning from data, not instinct37:10 AI, automation and the next frontier of giving38:00 Brand trust and the simplicity of doing one thing brilliantly41:00 Purpose, mastery, and marketing that matters Hosted on Acast. See acast.com/privacy for more information.

PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.What You'll Learn:Why PR should be renamed "communications" (and what that shift actually means)The briefing framework that gets agencies to do their best workHow to turn one event into months of content across every channelThe truth about influencer numbers vs. engagement (and when each matters)Why budget constraints unlock creativity instead of killing itThe "brand newsroom" model and who should be your editor-in-chiefHow smaller brands can win with agility against bigger competitorsCHAPTERS:00:00 - Introduction: The Evolution of PR02:15 - Why "PR" Needs to Become "Communications"04:25 - Case Study: How One Email Changed a Client's Mind07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth10:04 - Why Great Campaigns Start With Great Briefs11:16 - The "Freedom Through Structure" Briefing Framework13:14 - Why Budget Can Be a Beautiful Constraint14:27 - Events as Content Machines, Not One-Day Moments18:27 - Measuring Event Success: Beyond Who Showed Up19:45 - Working With Influencers & Creators: Authenticity First23:06 - Does Follower Count Actually Matter?26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment28:00 - The Brand Newsroom Model: Operating Like a Publisher29:14 - Speed, Approvals & Team Alignment32:05 - Practical Advice: Setting Up Your Comms Function for Success37:52 - The Editor-in-Chief Role: Who Defends the Idea?with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.Across this conversation, we explore what that means for marketers:Why PR and SEO can’t live in silos, and how the brand newsroom model makes them work together.How to build visibility when there’s no guarantee of a click — and why being named in the answer might be more valuable than a referral.The role of blogs and owned content in the AI era — why they still matter, even if they never rank.How attribution is breaking down, and what marketers can do to rethink measurement when direct traffic and PPC get over-credited.Practical tactics: answering every related question in your content, writing for bots as much as for humans, and creating proof that compounds rather than one-off case studies.Why creative PR still matters more than ever, and how to structure stories that journalists — and machines — can’t ignore.This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.1:50 – The “oh shit” moment: Google AI Overviews7:48 – PR as trust signals in AI13:01 – Discovery beyond Google15:35 – Blogs still matter23:17 – Attribution is broken31:22 – SEO becomes a brand function44:08 – Writing for bots, not humans49:20 – Don’t chase every shiny channel57:00 – Building a LegacyThe Building A Legacy Series are in partnership with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With expert analysis from Tracksuit this episode is packed with valuable insights for marketers navigating a rapidly changing landscape. Don't miss out on these compelling stories rooted in brand data and strategy!02:43 Marketing Strategies of Major Brands04:40 Balancing Efficiency and Brand Building06:13 The Role of AI and Organic Channels06:32 Case Study: Indeed's Marketing Approach08:42 Historical Evidence on Marketing Cuts17:11 BrewDog's Market Performance20:07 BrewDog's Brand Health and Challenges20:35 BrewDog's Rebranding and Market Position21:12 Cultural Impact on BrewDog's Brand23:24 BrewDog's Competition and Strategic Moves25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration32:50 Gordon Ramsey and Burger King CollaborationFind the hosts:Jasper: https://www.linkedin.com/in/jasperskinner/Dan:https://www.linkedin.com/in/dan-fleming-a15854118/Conor: https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.

An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success. Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation. Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms. This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry. 00:58 Introducing Sir John Hegerty01:17 The Knighthood Experience03:27 Early Career Challenges04:19 The Power of Failure06:59 The Creative Revolution in Advertising12:29 Iconic Campaigns and Their Impact26:14 The Role of Humor and Testing in Advertising34:00 The Importance of Creativity in Business35:58 The Future of Marketing and Creativity36:15 Stalking and Modern Advertising37:18 The Role of AI in Marketing39:00 Product Demonstration and AI40:08 The CMO's New Role42:02 The Importance of Creativity44:41 Creativity in Business46:29 The Impact of AI on Jobs48:47 Experimentation and Fun in Marketing55:22 Challenges and Fear in Marketing01:04:20 Reflecting on a LegacyFind out more about Sir John's course here Visit That's What I Call Marketing here Hosted on Acast. See acast.com/privacy for more information.

Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling. 05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories 08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth10:00 Navigating Large Organizations: The Power of Humility and Networking 14:50 Experimentation in Marketing: Start Small and Scale 18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams 22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders 28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients 36:00 Business Value of Sponsorships: Client-led Value in Partnerships 42:02 Strategic partnerships and sponsorships45:38 Challenges and advice for CMOsDon't forget to like, share, and subscribe to help us reach a wider audience! Hosted on Acast. See acast.com/privacy for more information.

B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.What you’ll learnBrand→Demand, together: Why separating brand and demand hurts performance—and how bringing them into one plan makes ROI easier to prove.Global to local at scale (the 70/30 rule): What to keep from HQ and what to adapt—plus why a deep customer-story library is a B2B cheat code.Creativity that converts: The B2B decade is here—emotion, humor, and human truth are now winning at the highest level.Measurement that matters: How to include brand spend in the business case and show full-funnel impact.AI that actually helps marketers: From segmentation and targeting lifts to marketers building agents in ~20 minutes—practical ways AI amplifies outcomes.Small business spotlight: What the Cannes Grand Prix winner signals about SMB-focused B2B and the rise of meaningful creator/influencer roles.Who this episode is forB2B CMOs, VPs, and growth leaders who need to scale creativity, prove impact, and translate global platforms into local results—without losing speed.02:15 Episode starts • hello, Cannes context, setting the agenda.03:15 Agency lessons in SE Asia • Mindshare perspective.04:46 Operating in 185+ markets • global expansion as a career crucible.05:49 Head-down, hands-dirty growth • owning your voice.08:44 Sponsorship over self-promotion • lifting others as a leader.16:48 How to land in new markets • agents, on-ground research, and digital sales.18:28 Weekly stack-ranking 185 markets • what to optimise and when.21:03 Sliding-doors into Salesforce • building the SE Asia marketing team.22:16 Why Jakarta matters • local talent and skills on the rise.23:44 The 70/30 rule • global platforms, local edge + customer story library.24:56 The B2B decade • creativity, buying groups of ~23, and being human.26:05 Brands getting B2B right • Workday, ServiceNow, Canva.31:44 Measurement that matters • include brand spend in the business case.33:15 AI that actually helps • targeting, segmentation, “20-minute” agents.35:18 Future talent in an AI world • learning without losing the craft.37:22 Cannes 2025 takeaways • best year yet for Creative B2B; emotion rises.38:44 From token purpose to real value • long-term, business-backed impact.51:41 Mentoring future female leaders •. Hosted on Acast. See acast.com/privacy for more information.

The fastest way to grow 17 brands might be to advertise one.Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”What this episode covers:Masterbrand vs sub-brands: Why the team said, “We absolutely have to back the master brand”—and how one super-asset can “float all the other boats.”Global idea, local truth: The universal insight—win the morning (“you do you”) or you compromise the day—rooted in a 300+ person ethnographic study across Europe.Distinctive Brand Assets with plot (not just props): The DBA audit that unlocked Back the Bird, plus the moment the team literally “backed the bird.”Music as memory structure: How Jurassic 5 became their first-ever ad license—and why the track was stress-tested on set until nobody could imagine the film without it.Retail reality: Competing with own-label through superior product + brand value, a ruthless shelf line—Get the Original—and activations only Kellogg’s can do (e.g., EFL soccer camps).Effectiveness & scale: Ipsos and System1 pre-tests scored extremely highly; early sentiment is off the charts across UK/IE and also France/Italy—giving confidence to build the platform out.01:36 Kellogg's Legacy and Marketing Philosophy02:19 The Power of the Kellogg Master Brand06:20 Building Internal Alignment12:06 Global to Local Marketing Challenges20:44 Reviving Cornelius the Rooster24:20 Discovering Cornelius: The Strong DBA Asset25:08 The Role of Music in Advertising28:36 The Journey of Marketing Transformation32:46 Facing the Challenge of Own Label Brands37:19 The Power of Creativity and Brand Identity39:25 Measuring Success and Future Plans44:22 A Defining Moment for the Brand Hosted on Acast. See acast.com/privacy for more information.