In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.01:49 The Founding of Glendalough Distillery02:18 Building the Glendalough Brand04:18 Challenges and Successes in the Spirits Industry06:31 Innovative Marketing Strategies07:36 Lessons in Expanding to the U.S. Market11:32 Crafting the Brand Identity15:56 Innovating with Seasonal Gins22:25 Going Global: Challenges and Triumphs26:14 Targeting Key Bars and Liquor Stores27:17 Social Media Strategies and Hard Work28:01 Expanding State by State28:45 The Turning Point with Mark Anthony31:29 Managing a Global Brand33:50 Reuniting the Team36:21 Focusing on Key Markets and Products47:15 Future Ambitions and Reflections Hosted on Acast. See acast.com/privacy for more information.

Join us in an engaging and insightful conversation as Brit Starr, the CMO of CreatorIQ, shares her journey and valuable marketing insights on That's What I Call Marketing. Brit delves into her foundational experiences at agencies, working on iconic brands like Shiner Beer, and how those experiences shape her current strategies. From the intricacies of crafting compelling briefs to the evolving roles of creators in marketing, Brit offers a wealth of knowledge. Hear about her professional challenges, including a stretch into a revenue role, and the unique aspects of marketing to marketers.Brit also discusses the acquisition of Tribe Dynamics by CreatorIQ and how the union has created a powerhouse in the influencer marketing space. Learn about the company’s community-first philosophy, its relentless focus on adding value beyond transactions, and how it has successfully marketed to some of the world's biggest brands like Levi's, BMW, and Anheuser-Busch.Don't miss Brit's perspectives on the importance of brand safety, the challenges of international marketing, and the transformative power of AI in streamlining marketing processes. She candidly talks about her leadership style and the importance of having open and honest team dynamics. Brit's reflections on her role as CMO, the significance of staying close to the customer, and how to keep a marketing team focused while fostering creativity are incredibly insightful.This episode is a must-watch for anyone looking to stay ahead in the ever-evolving marketing landscape.00:00 Listening to Customers and Community00:39 Early Career and Agency Experience05:35 Transition to Tech and Consulting06:16 Joining Tribe Dynamics and Role Evolution13:02 Acquisition by CreatorIQ and New Ventures17:28 Leadership Philosophy and Company Growth20:05 Client Relationships and Value-Driven Approach23:04 Navigating the Creator Marketing Landscape23:55 Solving Customer Problems with Technology25:05 Brand Safety in Creator Campaigns26:05 Managing High Volume Creator Collaborations26:38 Teaching Brands About Their Own Value27:17 Activating the Creator Community27:55 Staying Close to the Customer28:25 Marketing to Marketers28:49 The Power of Data in Marketing30:34 Measurement and Metrics in Marketing31:25 Challenges of International Marketing33:19 AI in Marketing37:46 Leadership and Team Dynamics40:15 Theories of Victory and Focus42:57 Becoming the CMO Hosted on Acast. See acast.com/privacy for more information.

Featuring Paul Dervan, Andrew More, Abi Moran & James DunneThis episode of 'That's What I Call Marketing' delves into the transformative role of AI in the marketing landscape. Host Conor Byrne and returning guest Paul Dervan, along with industry experts, Andrew More, Abi Moran & James Dunne, discuss the practical uses and benefits of AI in marketing, creative production, and advertising. They explore AI's potential to disrupt traditional workflows, the importance of crafting effective prompts, and the collaboration between AI and human creativity. Special segments include insights from Andrew Moore of LipDub on video localization and the future of AI in advertising, Abi Moran from Folk VML on AI's structural impact, and James Dunn on AI's limitations and the irreplaceable value of human nuance and creativity. The episode encourages marketers to embrace AI's capabilities while preserving the human elements that drive truly impactful work. Check out Lipdub here https://app.lipdub.ai/signup?afmc=1z Hosted on Acast. See acast.com/privacy for more information.

In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear.Key topics include:The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn’t just about reach but about leveraging their unique functionalities to achieve business outcomes.Challenging Established Marketing Theories: Hear why Felipe’s data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp.AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products.Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity.Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies.If you’re a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you’re in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=383662100:42 Early Life and Career Path02:37 Research Focus and Government Work03:47 Marketing Insights and Strategies04:20 The Power and Complexity of Marketing08:00 Brand Awareness and Decay10:06 Research and Publications11:04 Challenging Established Marketing Theories18:54 Campaign Efficiency and Optimization27:38 The Client-Agency Dynamic28:03 Oversimplification in Media Planning28:25 The Importance of Honest Conversations29:08 Channel Selection and Audience Targeting30:09 Understanding Media Functionality31:38 The Role of Different Channels36:16 Avoiding the Scattergun Approach39:07 Analyzing Media Strategies42:21 Opportunities in Media Pricing53:44 Future of Marketing and AI Hosted on Acast. See acast.com/privacy for more information.

In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades. We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.00:00 Introduction and Welcome00:10 Grainne's Career Journey at Diageo02:03 The Fundamentals of Marketing05:09 The Bailey's Turnaround Story06:27 Understanding the Product07:24 Repositioning Bailey's in the Market11:13 The Power of Advertising13:18 Crafting Iconic Guinness Ads14:12 Creativity with Precision16:03 Innovation and Nitrosurge17:53 Social First Approach22:46 Agency Relationships25:09 Guinness' Success in the UK27:02 Guinnfluencers and Community Engagement28:13 Quality Control and Consumer Feedback29:00 Global Reach and Market Growth30:07 Premier League Partnership32:12 Smirnoff's Market Position34:45 Balancing Global and Local Strategies37:15 Agile Brand Communities39:12 AI in Marketing41:56 Leadership Evolution42:18 Balancing Drive and Energy43:55 Paying It Forward44:48 Supporting Women in the Workplace46:13 Career as a Marathon47:45 Balance in Life48:24 Belonging and Inclusivity49:22 Socializing and Accessibility50:18 Looking Ahead to 2025A Top Marketing Podcast as rated by Feedspot Hosted on Acast. See acast.com/privacy for more information.

The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think. In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team to Texas. We also tackle the political undertones influencing these changes and the potential impact on free speech and misinformation. Essential listening for anyone navigating the ever-changing social media landscape.00:00 Introduction and Guest Introduction00:02 Overview of Meta's Big Changes01:30 Community Notes and Policy Simplification02:47 Policy Enforcement and Civic Content03:52 Free Speech and Platform Control04:36 Trust Team Relocation and Tax Implications05:09 Concerns Over Misinformation and Sensationalism08:30 Impact on Brands and Advertising14:30 Future of Social Media and Final Thoughts Hosted on Acast. See acast.com/privacy for more information.

In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber PodcastMarc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion.00:17 Meet the Hosts02:15 Campaigns of the Year11:49 Bullish or Bearish: Marketing Trends12:18 Influencer Marketing Insights25:51 Greenwashing and Brand Authenticity26:59 Marketing Surprises of the Year27:18 TV Ad Spend and Frequency Debate30:23 Pre-Testing Debate and Innovations34:24 Jaguar's Controversial Rebrand41:10 Predictions for 202543:05 AI's Role in Creative Marketing45:17 Debating Marketing Theories Hosted on Acast. See acast.com/privacy for more information.

In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts:*Una Herlihy, co-founder of The Indie List; *Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research. Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, and how brands like Lidl, TK Maxx, and John Lewis performed. Learn about the evolving role of AI in advertising, the importance of brand consistency, and discover which ads struck a chord this Christmas. Tune in for expert insights, industry trends, and a comprehensive look at what makes a Christmas ad memorable.01:59 Red C's Christmas Ad Review04:07 Top 10 Christmas Ads Countdown06:34 Discussing the Top Ads07:19 Vodafone and Emotional Ads11:31 Humor in Christmas Ads13:43 Lidl's Winning Strategy17:01 Kevin the Carrot: A Beloved Character22:04 On Post's Emotional Impact24:42 John Lewis: The Pioneer of Christmas Ads25:07 Analyzing This Year's John Lewis Ad27:04 Public Reaction to John Lewis Ad28:44 Comprehension Challenges in Advertising29:24 Nostalgia Meets Technology: Coca Cola's AI Ad29:53 The Future of AI in Advertising30:47 Mixed Reactions to Coca Cola's AI Ad31:27 The Role of Nostalgia in Advertising33:21 Localized Advertising with AI36:10 Borrowed Assets in Ads: Success and Failures37:02 Humor and Celebrities in Ads38:09 Surprising Ad Performances40:07 Heartfelt Ads of the Year41:56 Innovative Campaigns and Predictions52:33 The Power of Jingles in AdvertisingLinks to research: https://redcresearch.com/Test Your Ad: https://redcdirect.com/ Hosted on Acast. See acast.com/privacy for more information.

2024 is nearly over us so a perfect time to look ahead to 2025. In today's episode I delve into the future of marketing with Imaad Ahmed, Head of WARC Advisory for EMEA and the Americas. This special episode focuses on the highly anticipated WARC 2025 Marketers Toolkit, exploring pivotal themes that will shape the marketing landscape in the upcoming year. Discover the key strategies around the economic reset and how stability might impact proactive planning, the importance of bridging the experience gap, and the potential of a solid 'promise to the customer' to enhance brand loyalty and effectiveness. The discussion also covers the challenging digital dilemma that pits brand safety against the allure of performance marketing, and the rising trend of atomization with more people living alone and its implications for consumer spending. Dive into the rich insights on how marketers need to navigate through AI developments, leverage synthetic data, and prepare for a future where content and commerce converge. This episode is packed with expert advice, data-driven insights, and strategic recommendations to help you stay ahead of the curve. Whether you're a seasoned marketer or new to the field, this episode will equip you with the necessary tools and knowledge to thrive in 2025 and beyond. Don't miss out on this deep dive into the future of marketing!00:00 Introduction and Podcast Overview00:48 Guest Introduction: Imaad Ahmed from WARC01:13 Exploring WARC and Its Benefits01:40 Marketing Headwinds and Insights04:46 Imaad Ahmed's Role and WARC's Impact07:08 Reflecting on 2024 and Looking Ahead to 202511:32 Economic Reset and Marketing Strategies18:57 The Experience Gap and Customer Promise23:09 The Power of Customer Promises in B2B23:49 Examples of Effective Customer Promises25:11 Simplifying Brand Communication for the C-Suite28:26 Trend 3: The Digital Dilemma30:44 The Rise of AI in Media Planning34:58 Trend 4: The Age of Atomization42:47 The Importance of Customer Insight45:49 Looking Ahead to 2025 Hosted on Acast. See acast.com/privacy for more information.

November 2024 was a whirlwind in the marketing world, full of headline-grabbing moments, and lessons you can’t afford to ignore. If you’re looking to sharpen your strategies, decode what worked (and what didn’t), and understand the trends shaping the industry, this episode is your go-to guide. We’ll break down the big stories and extract insights that will make you rethink your own campaigns.Some Of The Big Stories This Month:🔥 Trump’s Winning Formula: Donald Trump’s presidential campaign leaned on micro-influencers and a consistent, emotive brand identity. What can marketers learn from his ability to connect with his audience and keep his messaging simple yet effective?🎄 Christmas Ad Season is Here: Brands are spending billions to capture hearts and wallets. From John Lewis to Marks & Spencer, we explore the hits, the misses, and the enduring ROI of a great Christmas campaign.🏀 LeBron and Bronny’s Big NBA Moment: How Nike turned a father-son milestone into a cultural marketing masterstroke.🎤 Parkinson AI Podcast: The launch of a virtual Michael Parkinson raises tough ethical questions about legacy, AI, and consumer acceptance.🏎️ Kit Kat in Formula 1: A clever partnership that finds the sweet spot between product relevance and market expansion.Some Of The Key Lessons for Marketers:Fit Matters More Than Reach: Trump’s campaign showed that aligning with the right influencers can resonate more than casting a wide net. Are you choosing partners based on values or vanity metrics?Consistency Wins Over Time: Whether it’s Trump’s instantly recognisable red caps or John Lewis’s emotional Christmas ads, a strong brand identity pays off. Are your brand assets as clear and memorable?AI is Everywhere, But is it Enough? From Mango’s AI avatars to the Parkinson podcast, AI is helping brands move faster, but it’s also raising questions about authenticity and trust. How will you balance efficiency with humanity?Cultural Moments Create Opportunity: LeBron and Bronny’s game proved the power of timely, authentic storytelling. What cultural conversations could your brand tap into?Fresh vs Familiar: Jaguar’s rebrand and the Tropicana redesign show the risks of change. Sometimes, the key isn’t reinvention—it’s refining what already works. How well do you know the line between evolution and alienation?The stories and lessons in this episode will inspire, challenge, and prepare you for what’s next. Listen now to dive deeper into the campaigns, controversies, and creative breakthroughs shaping the future of marketing. Hosted on Acast. See acast.com/privacy for more information.