Check out the newsletter here for supporting charts and links: https://www.thatswhaticallmarketing.com/post/top-of-the-marketing-charts-sept-2024In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark.Some standout campaigns? Well, Tesco’s homewares range goes all high fashion, brought to life by BBH London with some truly slick OOH work. We’ve also got G-Star RAW teaming up with Olympic gold medallist Rhys McClenaghan in a fragrance-style spot that’s dripping with effortless cool. And then there’s John Lewis, slowly building to its Christmas crescendo with a new three-part campaign kicking off with a nod to its century-spanning heritage.But it's not all about the big brands. Tombola’s fun and surreal ad starring comedian Jo Griffin breaks the mould in the hyper-competitive online bingo space, while Firehouse Subs deliver laughs with their return of the ‘Hot Sauce Table’ in a spicy series of ads. Oh, and can we talk about AI? From Adidas experimenting with AI-driven ads to Viant launching ViantAI, the future of AI in marketing is a hot topic that won’t go away (even if it sometimes feels like we wish it would!).As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message. So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month! Hosted on Acast. See acast.com/privacy for more information.

Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions.Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources.Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth.This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy.01:24 Greta Hammel's Career Journey06:08 Insights from Cadbury's Gorilla Ad18:46 Navigating Brand Strategy Across Markets24:08 Transition to Promise Gluten-Free29:29 Relaunching Gallagher's Bakehouse30:30 The Gluten-Free Revolution: Addressing Consumer Needs32:18 Innovative Product Development and Packaging33:18 Market Transformation and Growth35:04 Maintaining Premium Brands: Promise and Gallagher's36:25 Sourdough Success38:13 Creative Marketing Strategies43:37 Expanding into North America49:27 Award-Winning Marketing and Team Dynamics Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management. This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management.The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success.This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success.00:00 What do these guests know about Total Brand Value?20:23 The Growth Potential of Small Brands21:34 The Importance of Brand Management22:06 Leveraging Small Budgets Effectively22:53 Integrating Marketing Across the Organization23:26 Tools for Brand Positioning and Growth25:51 The Role of Training in Marketing Success27:25 Case Studies: Real-World Marketing Plans33:04 The Commercial Mindset in Marketing37:33 Effective Growth Strategies40:25 MII Course InformationConnect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/Thanks to today's show sponsor  CPL Marketing RecruitmentGet in touch email Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.01:41 Discovering Marketing04:19 Consumer Behaviour Insights05:40 Global Brands and Market Entry09:12 Marketing Beliefs and Theories19:43 Working with Companies24:07 Marketing Technology and Attribution28:01 Understanding Consumer Privacy Preferences30:01 Amazon's Lookalike Audiences32:52 The Importance of Marketing Benchmarks35:20 Advertising Effectiveness and Strategy42:16 Advice for Small Brands and Startups48:35 Skills for Future MarketersThis episode is brought to you by CPL Marketing RecruitmentConnect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/Get in touch email Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.

Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field.00:45 The Evolution of Video and Clientele03:08 Transition to Client-Side Roles07:14 Global Market Dynamics13:26 Importance of Media and Commercial Strategy16:43 The Science of Sponsorship22:39 Introduction to the Total Video Report23:03 Origins and Evolution of the Total Video Project25:47 Understanding Viewing Patterns Across Age Groups29:03 Changes in Content Consumption and Market Dynamics30:50 The Importance of Live and Non-Scripted Content37:49 Challenges and Learnings in Media Research41:02 The Role of Marketers in Media MeasurementConnect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/Thanks to today's show sponsor Diplomat, the global brand agency Get in touch email Instagram X YoutubeListen to all episodes here  Hosted on Acast. See acast.com/privacy for more information.

Explore the top marketing highlights from August. Dive into Sportsbet's engaging 'Elite Average Games' campaign, X's (formerly Twitter) legal battle to reclaim advertising revenue, and Teamwork.com's humorous take on client relations. Discover 'Who Gives a Crap's' unique sports sponsorship, Starbucks' new CEO appointment, Mars' acquisition of Kellogg's snack division, and Uber's venture into in-app advertising. Learn about Guinness' Premier League sponsorship, the latest from Snoop Dogg with Solo Stove, McDonald's Japan's ambitious AI ad campaign, and Cristiano Ronaldo's YouTube milestone. Plus, find out how Dunkin' Donuts is leveraging star power, HelloFresh's global campaign, and revisit the iconic British Heart Foundation ad with Vinnie Jones. And don’t miss insights into Steven Bartlett's controversial ads, and more, in this packed episode with actionable marketing strategies and lessons.00:00 Introduction to the Podcast00:20 Community Engagement and Support00:56 Sportsbet's Elite Average Games Campaign02:39 X's Legal Threats and Advertising Challenges04:30 Teamwork.com's Client Part Two Campaign05:55 Who Gives a Crap's Unique Sponsorship07:11 Starbucks' New CEO and Controversial Commute08:50 Uber's Revenue Diversification10:30 Mars Acquires Kellogg's Snack Division12:00 Guinness' Premier League Sponsorship14:00 Dunkin' Donuts and The Instigators14:56 Snoop Dogg's Solo Stove Campaign15:39 McDonald's Japan AI Ad Campaign17:42 Steven Bartlett's Influencer Controversy19:23 Cristiano Ronaldo's YouTube Strategy20:55 HelloFresh's Global Campaign22:15 Oasis Reunion Marketing Genius23:43 Curry's Gen Z Social Media Campaign24:06 British Heart Foundation's CPR Campaign25:24 DNA of Distinct28:48 Recent episode recap and new sponsor announcement Hosted on Acast. See acast.com/privacy for more information.

Another two part episode to conclude our Cannes Sessions. First up is James Hurman, founder of Previously Unavailable and Co-Founder of Tracksuit and he is followed by Jimmy Knowles of Canva. Part OneJames Hurman returns as a guest to That’s What I Call Marketing, we met to discuss his book Future Demand, which is a great read I would highly recommend and I wanted to catch up with James to chat about how Future Demand has really captured the imagination as an important way to reframe conversations. We chat about James’s presentation at Cannes carried out by Tracksuit and presented alongside TikTok and James explains the implications of this research and how the study concluded that brand awareness significantly impacts growth efficiency and conversion rates, which was consistent across both Amazon and TikTok. High brand awareness correlates with better performance marketing results, emphasising the importance of building brand awareness to sustain profitable business growth. I also ask James his views on Mark Ritsons views on smaller brands remaining small, James counters that with the right strategy, small brands can indeed evolve into large brands, albeit with successive and creative efforts. The conversation touches on the critical role of educating finance and venture capital communities on the value of brand-building, emphasising the need for data-driven approaches to justify marketing investments. They stress the importance of aligning marketing strategies with financial metrics to gain broader organisational support. The discussion wraps up with reflections on the role of creativity in marketing acknowledging that while brand-building efforts must be measured and justified, creativity remains a powerful tool for driving business growth and engaging audiences. Part TwoJimmy Knowles heads up experiential at Canva. Now Im a bit of a Canva super fan, I love the product, I am able to do so much because of it that I truly would not be able to do if I wasnt using it. So I was really looking forward to meeting Jimmy and talk about the Canva rocketship and its 10 year overnight success. And then get to talk about the now infamous Canva Create Rap that Jimmy and the team created to launch their enterprise product. It says a lot about the culture of Canva that they chose a rap battle to launch an enterprise product, it got massive pick up, something most product launches cant say. Great to get an insight into how Canva thinks about these things, its definitely a disruptive product and they think about continuing to disrupt the market.PART ONE00:32 Discussing Performance Marketing01:24 Insights from Tracksuit's Research03:19 Brand Awareness and Conversion Rates05:06 Challenges for Small Brands06:42 The Importance of Creativity in Marketing09:19 Educating Finance on Marketing17:53 The Rise of AI in Marketing23:35 Dissecting Scott Galloway's Marketing Views24:43 The Power of Advertising in Tech Giants25:28 The Risks of Misleading Marketing AdvicePART TWO27:37 A Conversation on Canva's Growth29:49 The Canva Experience: Empowering Creativity34:23 Canva's Global Strategy and Local Adaptation39:51 Innovative Product Launches: The Canva Way50:01 The Future of B2B Marketing with CanvaThe Cannes Sessions are brought to you by Freedman International. Hosted on Acast. See acast.com/privacy for more information.

Jon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently.  Now getting into the conversation we have, we of course talk about their journey at LinkedIn and why they decided to leave. We dive into the core principles that guided their work at the B2B Institute, including the influence of Ehrenberg-Bass and Binet & Field on marketing effectiveness. They reflect on the impact they had at LinkedIn, helping elevate B2B marketing, and how they perceive the opportunities in B2B sector growth compared to B2C. They explain the challenges they faced with scaling traditional market research in the B2B sector, citing its high costs and slow pace. This led them to explore and adopt 'Synthetic Research' as a scalable solution that leverages AI to mimic customer responses accurately and cost-effectively - it is fascinating. We  discuss how their new company Evidenza aims to build finance-friendly marketing plans using synthetic research. This method allows marketers to generate reliable insights quickly and more affordably, democratising access to robust market research. They emphasise the importance of asking the right questions and how synthetic research can help marketers avoid limitations like 'survey fatigue' and 'survey remorse.' Jon and Pete also explore the unique benefits of working independently after leaving LinkedIn, highlighting their newfound creative freedom and ability to directly apply marketing theories to their business. Their vision for Evidenza is fascinating and speaking to them about it, the passion is incredible, their innovative approach is set to revolutionise the field by making customer insights more accessible, faster, and cost-effective. 00:16 Uncensored CMO comments rectified01:10 Leaving LinkedIn: The Big Decision01:28 Challenges in B2B Marketing09:44 Global Marketing Insights12:50 The Role of Finance in Marketing16:12 Brand Consistency vs. Change19:22 Introducing Evidenza22:30 The Importance of Asking the Right Questions22:38 A New Way of Marketing23:36 Synthetic Research: Faster and Cost-Effective24:29 Creating Synthetic Samples25:55 Comparing Synthetic and Traditional Research30:28 The Flexibility of Synthetic Research33:24 Democratizing Market Research43:01 Global Reach and Future Potential45:12 Transitioning from LinkedIn to StartupThe Cannes Sessions are brought to you by Freedman International Hosted on Acast. See acast.com/privacy for more information.

A two part episode as part of the Cannes Sessions. Brought to you by Freedman International & your host Conor Byrne https://www.linkedin.com/in/conorbyrne/Part One - Media today and tomorrowI sit down with Gerry D’Angelo, esteemed advisory board member, Snr Advisor at McKinsey & Co. With a distinguished career as Vice President, Global Media at Procter & Gamble, Gerry has a wealth of experience in overseeing massive media investments and managing critical relationships with media agencies & digital platforms globally. His impressive background also includes senior roles at Mondelēz International and Samsung, along with leadership positions at the World Federation of Advertisers’ Media Forum, the Global Alliance for Responsible Media. In our conversation, recorded at Cannes, Gerry shares his observations on the evolution of the event over the past 15 years, transitioning from traditional Palais-centric activities to a more tech-oriented focus. Reflecting on his tenure at P&G, Gerry provides invaluable insights into integrating external perspectives and the strategic shift towards insourcing and decoupling creative production for greater efficiency. Gerry emphasises the importance of treating media like a supply chain, balancing insourcing and outsourcing to maintain flexibility and focus on value-generating tasks. He delves into the complexities of media talent management, stressing the need for alignment on key goals to avoid turf wars. The episode wraps up with a discussion on advancements in cross-media measurement, the pivotal role of trade associations, and Gerry's perspective on technology's transformative impact on traditional marketing functions.Part Two - A Cannes Lions WinnerIn Part Two I chat to Mark Noble of Heineken Ireland and Peter Dobbyn of Publicis Dublin. Following their triumphant wins at Cannes we delve into the celebrated Pub Museum campaign. Mark and Peter share the story behind the campaign, the collaborative environment fostered between agency and client, and how their shared ambition led to Cannes-worthy work. In a market as intimate as Ireland, the ambition to achieve Cannes success is not just about accolades but about elevating the standard of creative work. Despite debates on the effectiveness of award-winning campaigns, we agree on the necessity to continually raise the bar for creativity and effectiveness in our industry.Two inspiring discussions that provide a wealth of knowledge and inspiration for anyone passionate about marketing and media.01:31 Interview with Jerry D'Angelo: Career Highlights02:38 Insights on Media Management at P&G03:54 The Evolution of Cannes: Traditional vs. Tech09:47 In-Housing vs. Outsourcing: A Balanced Approach18:43 The Role of Technology in Modern Media20:58 Challenges for CMOs in the Tech-Driven World23:57 Future of Cross-Media Measurement27:59 Talent Management in the Media Industry34:23 Part Two 35:06 Background and Business Challenge37:00 Campaign Development and Relationships41:19 The Pub Museum Concept44:50 Execution and Challenges51:53 Trust and Collaboration57:01 Celebrating Success and Impacthttps://www.instagram.com/thatswhaticallmarketing/https://www.tiktok.com/@thatsmarketinghttps://x.com/thats_marketing Hosted on Acast. See acast.com/privacy for more information.

Today actually marks episode 100 of That's What I Call Marketing and in this episode we get to meet Mauro Procini SVP and Chief Design Officer of PepsiCo and get a front seat into the minds of one of the most influential designers in the world. You will find out how he has set about building a cohesive, diverse, and purpose-driven team of 370 designers across 17 global locations. His journey offers a wealth of insights into creating a dynamic, diverse, and purpose-driven culture within a global team. Mauro outlines the core tenants of human centric design and his vision for a better world. We talk about the power of designing for passion, dealing with dream killers and finding the co-conspirators to get work done - make them commit. And of course we talk about the Pepsi redesign that has been a huge success, being called big, bold and courageous when it was awarded Best Rebrand at the 2024 Creativity Awards. Mauro’s story is not just about grand dreams; it’s also about humble beginnings and the resilience required to expand those dreams into reality. Sharing this dream and storytelling have become Mauro’s tools to align his team and the entire organisation with the vision he has for PepsiCo. His experience teaches us that while resources may be scarce initially, persuasion through a compelling vision can bring those resources into reality over time. Mauro’s insights offer a blueprint for leaders aiming to build globally diverse and cohesive teams. By starting with a dream, crafting a purposeful narrative, and embracing the diversity present.00:05 Life-Changing Trip to Ireland02:02 Lessons from Parents03:17 Core Values and Principles04:23 The Power of Passion06:25 The Importance of Happiness07:29 Designing Happiness12:29 Human-Centric Marketing16:03 Challenges in Modern Marketing20:05 Personal Journey in Design23:20 Building a Dream Team26:42 Striving for Personal Excellence27:12 Dealing with Dream Killers28:42 Finding Co-Conspirators29:29 The Five Phases of Change38:18 Building a Glocal Strategy43:56 The Pepsi Redesign Journey49:18 Maintaining Energy and PassionThe Cannes Sessions are brought to you by Freedman International. Hosted on Acast. See acast.com/privacy for more information.