That's What I Call Marketing

Mark Ritson, a marketing professor, discusses the overemphasis on creativity at Cannes, decline of American marketing education, challenges faced by small brands, and the future of AI in marketing. He provides advice for young marketers and touches on topics like John Legend, Liquid Death, and Muppets.

In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International00:17 Early Career and Advertising Foundations04:26 Transition to Nike and Brand Repositioning06:18 In-House Creative Teams and Retail Challenges09:45 Global Marketing Strategies at Simon13:39 Joining Huge and Embracing AI25:40 Outcome-Based Agency Value27:31 Client Collaboration and Data Integration29:00 Early Involvement of Data Scientists29:52 Innovative Digital Experiences32:52 Visionary Leadership and Team Focus37:42 Building Long-Term Client Relationships43:20 Board Role at Charity Water45:32 Conclusion and Final Thoughts Hosted on Acast. See acast.com/privacy for more information.

Welcome to the third episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.03:41 Business Challenges and Sponsorship Strategies17:43 Activating Sponsorships Effectively26:45 Building Strong Relationships with Rights Holders29:08 The Importance of Communication29:16 Navigating Complex Sponsorship Deals33:34 Engaging with Sports Talent40:29 Measuring Sponsorship Impact47:56 Starting the Sponsorship ConversationMeet the GuestsPhil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency. Hosted on Acast. See acast.com/privacy for more information.

What was top of the marketing charts in June 2024? Explore how brands activated around major sports events like Euro 2024 and Copa America, including standout campaigns from Paddy Power, Iron Brew, KFC, and others. Get insights into the creative strategies behind successful ad campaigns, such as KFC’s 'Believe in Chicken' and the emotional 'Hey Jude' for the English football team. Also, hear about some marketing mishaps and the latest trends in advertising, from innovative strategies to humorous takes on current issues. This episode is packed with marketing wisdom, Cannes Lions Festival highlights, and exclusive previews of upcoming podcast episodes featuring industry giants.00:32 Sports Marketing Extravaganza01:42 Creative Campaigns and Brand Strategies04:56 KFC's Bold New Direction06:21 Cannes Lions Festival Insights08:01 Exploring London Ads and Fast Fashion Critique10:39 Podcast Highlights and Upcoming Episodes11:46 What have we missed? Hosted on Acast. See acast.com/privacy for more information.

Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE  Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved. 8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.  Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success. In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior. 01:15 The Dos Equis Campaign04:33 Industry Changes and Adaptation06:19 Transition to Glanbia12:25 Optimum Nutrition's Success Story19:19 Partnership with McLaren F123:35 Balancing Global and Local Branding28:56 Investing in Local Talent29:52 Learning from Mistakes and Experimentation31:50 Valuing Brand in Business Strategy33:48 Conversations with the C-Suite34:42 Marketing Metrics and Business Goals37:38 Adapting to Technological Changes40:18 Maintaining Market Leadership42:13 Skills for Future MarketersThanks to today's show sponsors: The Indie List and 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.

Cannes ends today Friday so this is the final daily round up for this year. A shorter episode today, but I chat to Clare Molyneaux of Pubilcis France, one of the Young Lions jurors Eduardo Marques before heading to the Terrace Stage for the Young Lions awards, what an experience to see how much it means to everyone and I get a reaction from the Irish silver medalists. I grab Jimi McGrath of Droga5 Dublin to get his thoughts on the week and then head over to meet James Hurman and get his thoughts on the week. During the summer episodes will be released from the interviews I carried out at Cannes so stay tuned. Hosted on Acast. See acast.com/privacy for more information.

A bumper edition of the Cannes Sessions Daily Round Up today. I started the day over at the LinkedIn rooftop where all things B2B have been discussed all week and this morning I caught, Rita Kirwan, Lauren de Boer & Tom McAleer to get their take on the state of B2B.I then headed out (in the rain...I know can you believe it) to the RTL Ad Alliance beach where I saw a panel being hosted by Emmanuel Probst of IPSOS. And right after that Justin Reid and Lara Krug from the Kansas City Chiefs took to the stage and I was able to chat to Lara before she took to the stage about her role as CMO with one of the most successful franchises in the NFL. I took some time out to catch up with some of the Young Lions, Lorna Tutty joined me with some good news about how she is getting on and then Alexandra Jakljusina & Tyla Nofal came straight out of their presentation to give me the low down. I was able to catch up Jamie Fulham and Lorna Begley of Diageo, they have won 2 Silver Lions with Baileys Sound Scales. Finally I rounded out the day at the creators terrace to hear from Marc Hustvedt President of Mr.Beast in conversation with X CEO Linda Yaccarino and managed to track down one of my favourite brands, E.L.F Beauty, where I got to say hi to Kory M again and hear from Patrick O'Keeffe. So another jam packed day at Cannes, the final round up will come out tomorrow and then I will be releasing episodes I have recorded at the festival throughout the summer months, so lots of great interviews coming your way with the likes of Karandeep Kapnay of Duolingo, Mark Ritson, Karen Nelson-Field, Jon Lombardo & Peter Weinberg, Gerry D'Angelo and many many more.Thanks to Freedman International for their support. Hosted on Acast. See acast.com/privacy for more information.

Day 3 of Cannes is over, well for me, most other people seem to be at parties! Another big day so much going on, and today's daily round up aims to catch you up on all that has happened.First up is a review of the main stage interview with Elon Musk by Mark Reed of WPP. Mark pulled no punches and it was a really engaging conversation. Colin Lewis joins me to talk about his session and also talks about Grainne Wafers session talking about reimagining Guinness.There was a session at the RTL Ad Alliance beach where I caught up with Diana Flutur, Léoda Esteve, Managing Director, Marcel Worldwide & Sasan SaeidiGlobal Chief Business Officer, VML And I also got to catch up with Marisa Nelson, EVP Marketing & Communications at Equativ to talk about what she has been hearing and seeing at Cannes this week.I recorded an episode with Jimmy Knowles of Canva, and of course today I had the pleasure of recording an episode with Mauro Porcini of Pepsico, what an amazing experience. They will be out in the coming weeks.brought to you by Freedman International Hosted on Acast. See acast.com/privacy for more information.

Day Two of Cannes Lions 2024 is over and once again I caught up with Colin Lewis to bring you the low down from the festival, from the themes, to the talks we saw, to people we spoke to, this is the round up you need to keep up to date.Colin shares his experiences from delivering a keynote speech and Conor shares the interactions with industry leaders and exploring innovative work on display. The discussions cover key themes including AI's role in advertising, the intersection of technology and creativity, and insights from various sessions featuring prominent figures like Queen Latifah and Sinead Burke. The importance of social media in modern viewing habits and the fascinating debates from RTL sessions.I catch up with Charley Stoney of IAPI at the Irish Lunch and the episode features interviews with various attendees who discuss their own experiences, the significance of AI in their work, and their excitement about upcoming events at the festival. Hosted on Acast. See acast.com/privacy for more information.

The Cannes Lions Festival of Creativity started today with a full day of events in the Palais and across the rest of Cannes, every beach, coffee shop, hotel and villa was host to multiple events. It is hard to keep up with everything that is going on so this daily round up aims to capture some of the big themes and topics from across all the content.Topics range from the restructuring of marketing teams by Colgate's CMO, partnerships between major retail media networks and tech giants, discussions on 'Jobs to be Done' philosophy and again the role of AI in marketing. We also discuss the Lifelong Learning Session that featured Dr. Marcus Collins, Karen Nelson-Field PhD & James Hurman and some of the topics discussed during that session. And of course awards were announced today and there was a notable win for Publicis Dublin, THINKHOUSE and Heinken with Pub Museum achieving a Gold Lions. To cover it all I am joined by Colin Lewis, David Tiltman  SVP of content at WARC and Yakira Young Content Manager at AdMonsters gave us her perspective from day one of the festival. Stay tuned to That's What I Call Marketing all week for updates:🌐 Website: www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.