That's What I Call Marketing

What does it really take to bring brand into the boardroom—and keep it there?In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.03:10 – The Series B journey: months in the making 04:30 – How Tracksuit scaled intentionally (and why they waited) 06:20 – Lessons from cracking the US market 08:15 – Why agencies matter to Tracksuit's model 09:35 – Brand health: When awareness is high but trust is low 11:05 – Airbnb, Hilton & what brand data reveals 12:25 – Making brand a boardroom conversation 13:45 – What the C-suite really needs to hear from marketing 15:20 – Instacart's 3-year journey to full-funnel marketing 17:10 – Don’t convince—connect: Learning to speak CFO 18:45 – Brand building for B2B: How Tracksuit lives its own advice 20:00 – Scaling culture without losing yourself 21:50 – Hiring right: From whiteboards to value systems 24:00 – Growing internationally without losing local nuance 26:15 – Why localisation is more than just translation 27:45 – The burnout no one sees: Leading through the scale-up phase 30:00 – Connection, clarity, courage: The Tracksuit leadership triangle 31:20 – Making market research aspirational (yes, really) 32:30 – Final thoughts: Doing serious work, without taking yourself too seriously🎙️ Guest: Matt Herbert, Co-Founder of Tracksuit🎧 Host: Conor Byrne Liked the episode? Drop a comment, hit like, and share it with someone who still thinks brand is just a logo. Hosted on Acast. See acast.com/privacy for more information.

Welcome back Dan and Jasper from Tracksuit to dive into some of the most impactful stories and trends in the marketing industry.Our discussion kicks off with a recap of the Cannes Lions International Festival of Creativity. We highlight some standout campaigns, starting with Dove’s 'Real Beauty' campaign developed by Ogilvy New York with Pinterest. This campaign won the Grand Prix in Media for its bold stance against AI-generated beauty ideals and its reaffirmation of Dove’s long-term commitment to showcasing real, untouched women. We dive deep into how this campaign has driven trust and relatability among consumers, backed by Tracksuit's data.We then shift our focus to Telstra, Australia’s leading telecommunications company, and its 'Better on a Better Network' campaign. This campaign, which won the Film Craft Grand Prix at Cannes, features unique Australian storytelling through 26 stop-motion films. Despite challenges around service quality and pricing, Telstra’s strong brand funnel metrics showcase its resilience and category leadership.Next, we discuss the controversy surrounding the Brazilian campaign by Consul, which won the Creative Data Lions Grand Prix but later faced scrutiny for using AI to falsify results. We explore the implications of this incident and discuss Cannes’ response with new Global Integrity Standards set to ensure accountability in future submissions.Moving to the US market, we analyze the competitive landscape of online food delivery services, focusing on Uber Eats and DoorDash. We examine how Uber Eats is striving to close the gap with DoorDash by building emotional connections and trust with consumers through creative campaigns like 'Football is for Food.'Lastly, we dive into the role of AI in marketing, including AI-driven influencer strategies. We explore how AI is transforming influencer marketing from predictive analytics to performance optimization, while also stressing the importance of maintaining authenticity and human connection.Whether you’re a marketing professional or a brand enthusiast, this episode offers valuable insights backed by data to help you stay ahead of the curve. Don’t forget to check out Tracksuit at gotracksuit.com and see how you can transform your brand tracking efforts. If you enjoyed this episode, please rate, review, and share it to help us reach more marketing professionals like you.01:32 Episode Overview: Cannes, Delivery Market, and AI03:30 Cannes Highlights: Dove's Real Beauty Campaign09:52 Telstra's Award-Winning Campaign14:46 Cannes Controversy: The Console Campaign19:56 Uber Eats and DoorDash in the US Market20:58 Uber Eats' Market Challenges21:58 Building Emotional Connections24:36 Successful Campaigns and Trust27:31 AI in Marketing and Influencers32:38 The Future of AI and Consumer Trust38:02 Conclusion and Final ThoughtsDon’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard. 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.

What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest brands.We discuss:*Why B2B marketing needs more emotion and less jargon*How Canva blends fun with functionality (yes, even for the C-Suite)*The role AI is playing across both product and marketing workflows*How the team is navigating the shift from bottom-up adoption to top-down enterprise sales*What marketers can learn about testing, localisation, and scaling with culture*This one’s packed with sharp thinking, practical lessons, and a few great stories 02:32 – Intro: Canva, Creativity, and Conor’s Fan Moment04:32 – Emma’s Tech & Marketing Journey (From Salesforce to Canva)06:32 – Falling in Love with the Product: Why it Matters in Marketing08:17 – From Rap Launches to Enterprise Strategy: Bold Moves in B2B10:32 – Why B2B Marketing Needs a Human Touch12:02 – Understanding the Modern Buyer Journey (Gen Z, Self-Serve, TikTok)13:32 – Test, Learn, Scale: What Works and What Doesn't15:32 – How Canva Uses AI Internally (And Where It Adds Real Value)18:32 – The Shift to Enterprise: New Teams, Skills & Sales Models21:17 – Product-Led Growth vs Enterprise Motion: Why Both Matter24:32 – Changing Perceptions: Canva as a Serious Enterprise Tool26:32 – KPIs, Pipeline, and the Role of Brand in Driving Growth28:02 – Local vs Global: Cultural Nuance and International Rollout32:32 – Why Localisation Really Matters34:32 – What’s Next for Canva Hosted on Acast. See acast.com/privacy for more information.

What does it really take to win attention in today’s chaotic marketing landscape — and keep it? In this episode of That’s What I Call Marketing, I sit down with Kerel Cooper, Chief Marketing Officer of GumGum, to talk about building bold brands, why B2B doesn’t have to be boring, and how contextual advertising is reshaping the future of media.Kerel’s career has taken him from ad ops to the CMO seat, and he brings a rare mix of empathy, commercial acumen, and brand belief. We unpack how marketing to humans (not personas), respecting attention, and aligning with sales builds real business impact. Plus: the role of AI, the evolving global-local marketing balance, and what brands get right (or wrong) about DEI.🔥 This is a must-listen for any marketer who’s rethinking what B2B branding can really mean.2:43 – Career Journey and Transitions6:37 – Joining GumGum and Marketing Philosophy8:22 – Contextual Advertising and Consumer Connection11:51 – Attention in Advertising14:43 – Marketing Strategies and Team Focus17:58 – Collaborative Sales and Account Management18:20 – Building Healthy Working Relationships20:52 – Balancing Process and Revenue24:06 – Adapting Strategies for Global Markets27:28 – Leveraging AI and Technology in Marketing29:27 – Promoting Diversity and InclusionThis episode is in partnership with Freedman International Hosted on Acast. See acast.com/privacy for more information.

Stephanie Parry, EVP of Client Management at JellyFish joins to talk about messy marketing. From AI-generated creative to navigating culture clashes in global teams, this episode dives into the chaos and opportunity shaping modern marketing. Stephanie shares lessons from building client relationships that actually last, the tension between global strategy and local nuance, and what it really takes to lead in today’s ever-evolving landscape.We talk:– The rise of creative AI (and why human judgement still matters)– What marketers can learn from working across Paris, New York, and Mumbai– Building trust with clients — beyond deliverables– How DEI, sustainability, and bold ideas can (and must) coexist– And why listening might be the most underrated marketing skill of allIf you’re feeling overwhelmed by change — this one will help you make sense of the mess, and maybe even embrace it. For curious marketers, bold brand thinkers, and anyone trying to figure out what comes next.02:45 – A Global Career Built on Curiosity 05:18 – Learning French, Failing French, Trying Anyway 06:45 – Building Deep Client Relationships That Last 08:36 – Global vs Local: The Real Challenge 11:02 – The Art of Listening in Leadership 13:20 – A Lesson That Changed Everything 17:55 – What Clients Are Asking About AI Right Now 19:32 – Creative AI Tools That Actually Work 21:15 – Abundance of Creative, Not Just Automation 24:00 – Bravery in the Age of AI 26:40 – Push for Transparency and Accountability 27:30 – DEI, Modern Masculinity and Creative Culture 28:45 – Cannes, Contradictions and Creative Joy 30:00 – Final Thoughts: Listen. Lead. Be Bold.Thanks to Freedman International for sponsoring The Cannes Sessions. Hosted on Acast. See acast.com/privacy for more information.

Day 4 of the Cannes Sessions and you will heard from David Droga, Billionaire & Passes Founder Lucy Guo, Karen Bennett US MD for Jellyfish, Sarah Vincent Managing Director UK, Utiq & Anders Littner brandmetrics as well as a round up of the week with Kevin Freedman talks about– Why Walmart’s in-store teams are using Canva– How Strava redesigned its algorithm with purpose at the core– The return of brand marketing (and the quiet death of retargeting)– What Tony’s Chocolonely can teach us about real brand conviction. If you aren't here don't worry, we have you covered with the inside track. Hosted on Acast. See acast.com/privacy for more information.

Day 3 from the Cannes Lions Festival of Creativity and we take you behind the scenes of into the judging room, chat to Jimmi McGrath of Droga5 about the judging process, we go behind the scenes into the work and what is winning, you will hear from Jung A Kim from Innocean & Sungwoon Jee CMO of Hyundai about their Grand Prix win. All about the work today Hosted on Acast. See acast.com/privacy for more information.

Day 2 of the Cannes Lions Festival of Creativity - hear from Jame Hurman, CEO of YouTube Neal Mohan speaking at Adweek house and Kevin Freedman on the power of AI for global marketing, Hosted on Acast. See acast.com/privacy for more information.

A round up of all the goings on from the first day of the Cannes, talking about the opportunities for brands to think about agencies outside of the typical hubs of New York, London and Amsterdam, looking to the likes of Canada & Ireland. Hearing about Apple's opening session & Sir John Hegarty. The day 1 award winners and so much more. Get the low down on everything that is going on with The Cannes Sessions, brought to you by Freedman International Hosted on Acast. See acast.com/privacy for more information.

Dan & Jasper are back with Tracksuit data t delve into the latest news in marketing. We kick off with ELF Beauty's acquisition of Hailey Bieber's Rhode, examining the impressive growth and brand health of Rhode. We explore the larger trend of big brands acquiring successful new entrants in competitive categories, with examples like Pepsi and Poppi, as well as Unilever and Wild. The conversation also covers Mark Read’s departure from WPP and its implications for the holding company landscape. Discover the strategic moves, brand developments, and market trends making waves in the industry today. Plus, get a sneak peek into Tracksuit's presence and exciting content at the upcoming Cannes event.02:39 ELF Beauty and Rhode Acquisition03:58 Growth and Success of Rhode05:54 Brand Health and Commercial Outcomes06:42 Comparing Acquisitions in the Beauty Industry12:52 Efficiency and Product Range Strategies14:08 Mark Read's Departure from WPP19:50 Cannes & An Offer You Can't MissWhere to find Tracksuit at Cannes:16/6: Brand X-Factor 3:15pm, Palais Rotonde17/6 The New Brand Playbook 2:45pm, Adweek House17/6 Born This (Brand-Building) Way 4:45pm, Palais Forum18/6 Adweek Creative 100 5:30pm, Adweek House19/6 Friends of Tracksuit Happy Hour 5:00pm, Morrisons Irish Pub.www.gotracksuit.com Hosted on Acast. See acast.com/privacy for more information.