That's What I Call Marketing

Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms. Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.  The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad. Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session. All this and we talk about snakes02:49 The Brown Snake Incident05:54 The Birth of Amplified Intelligence09:15 Challenging Facebook's Advertising Model12:30 The Importance of Attention in Advertising29:55 The Role of Creative in Advertising35:28 The Problem with Cost Per Thousand (CPM)39:18 Understanding the Impact of Digital Reach40:38 Exploring the Ecosystem of Attention Space43:15 The Power of Attention in TV Viewing45:42 The Influence of Sponsorships in Program Advertising46:38 The Role of Out of Home Advertising in Attention Economy48:18 Dealing with Criticism in the Attention Economy55:00 Audience Q&A  Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken IrelandGet in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com Email Instagram X twitter Youtube Hosted on Acast. See acast.com/privacy for more information.

Today’s guest is Mark Sandys, Chief Innovation Officer at Diageo. The conversation covers so many aspects of marketing that Mark has seen throughout his career. We talk about Mark's entry into Diageo as a graduate trainee in 1997 to his rise within the company to his current role. Mark shares his views on the importance of stepping out of your comfort zone and how that helped progress his career in a bit of a sliding doors moment. We talk about the evolution of his marketing philosophy and the insights gained from observing consumer behaviour across the globe. We discuss the direction of innovation in the drinks market, with a focus on trends such as non-alcoholic beverages, celeb endorsed brands (still working on Ryan Reynolds as a guest) and the expanding influence of tequila. Mark discusses Diageo's innovation strategy centred on long-term planning and creating new systems and platforms rather than just products. We conclude with some advice from Mark to young marketers about understanding the entire P&L to make marketing choices that drive profit.01:18 Experiences and Insights from Working at Diageo08:46 Career Transitions and International Experiences14:59 Understanding and Adapting to Different Markets21:29 The Importance of Continuous Learning and Adaptability30:48 Guinness's Growth Post-Covid and getting a better Guinness at home37:31 The Concept of Platforms, Not Products49:32 The Role of Acquisition in Innovation Strategy52:56 The Future of Spirits: Tequila and Whiskey57:56 The Importance of Leading the BusinessThanks to today's show sponsor The Indie List https://indielist.ie/Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

In this podcast, Kerri Martin, Dave Horton, and Matthew Woodhams-Roberts discuss the Super Bowl 2024 ads. They highlight memorable ads like Volkswagen's 75th anniversary and Google Pixel's emotional ad. The panel explores the use of celebrities in ads and the absence of beer and American auto manufacturer commercials. They also discuss the impact of storytelling, music, and celebrity endorsements in advertising campaigns.

Attending Pendulum Summit 2024 host Conor Byrne got to meet and speak to 6 of the amazing speakers. This episode is made up of 6 short interviews and is less about marketing and more about inspiring stories and from some truly incredible people. The Pendulum Summit, believes in the power of impactful moments that create lasting change. The summit creates a ripple effect that drives the change the world needs. These short stories will hopefully inspire you.3:10 - Dr. Zoe Wimshurst, Sports Psychologist13:26 - Niall Breslin, Singer, Author, Mental Health Advocate20:45 - Dr. Brian Pennie, Author and Neuroscientist27:43 - Astacianna Hatcher Conservation Ornithologist35:10 - Charlie Engle Ultramarathon runner and author45:42 - Dr. John Gray Author Men are from mars women are from venusThanks to the Pendulum SummitToday's show is sponsored by The Indie List Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.

When Michael Corcoran, the former head of social at Ryanair, left his role in 2023 it sent shocks through marketing circles. Guillaume Huin, the head of social media at McDonald’s wrote: “You and your team have redefined the industry you were in and opened new horizons for every social team across the world". So what happened, well Michael asked That's What I Call Marketing to help launch his new agency, Frankly, by recording an episode in front of a live audience so he could share his story. Michael shares what went on and wrong in Ryanair, he shares his thoughts on effective social marketing strategies, the importance of thinking strategically, his approach to building and developing teams. He delves into his work at Ryanair, the lessons he learned, challenges faced, and how he harnessed social platforms to bring the airline's unique voice to the forefront. Not only does Michael share his experience and insights but also challenges the audience to think differently about their approach to social media marketing. This is a frank conversation with a person who does not shy away from saying what he really thinks.01:16 Departure from Ryanair and the culture there07:12 The Strategy Development Process at Ryanair17:24 The Challenges of Implementing the Strategy26:03 The process of Creating and Reusing Content30:38 Leveraging Controversy for Brand Exposure38:36 The Launch of a New Social Media Agency46:12 Audience Q&AGet in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

Just days before Margaret formally announced she was to leave her role as CMO at Siegel & Gale she joined That's What I Call Marketing live from New York and gave a Masterclass in Simplicity. Margaret been acclaimed as the unofficial ambassador of Ireland, been honored by many Irish organizations, including Douglas Hyde's Foundation, Irish Voice Women of Influence, and Top 100 Irish Americans in Business in the United States. When it comes to marketing she is equally honored, noted as a LinkedIn Top Voice in Marketing, The Drum B2B Marketer of the Year, is a Marketing Society fellow, has been published in Harvard Business Review, Fast Company, Forbes, and more. We chat through so much, Margarets Irish upbringing and her career journey, we talk about the importance of curiosity (she brings it up not me!), and continual learning. Margaret elaborates on the ethos of simplicity in branding, characterised by the intersection of clarity and surprise. We discuss the significance of brands delivering on their promises and the challenges of ensuring consistent, user-friendly experiences across multiple touchpoints. The conversation also dives into the evolving perceptions of Gen Z towards branding and social media, as well as the shifting roles and aspirations of marketing leaders. We also manage to get into Margarets passion for Irish fashion through here Wearing Irish initiative and indeed today she is wearing Irish from designer Helen McAlinden, we talk poetry, art and her advocacy for celebrating Irish creative talent on a global scale In this enlightening chat04:37 Margaret's Early Interest in Ads and Marketing20:13 The Importance of Simplicity in Branding24:28 Challenges and Barriers to Achieving Simplicity28:56 The Role of a Chief Marketing Officer31:26 The Expansive View of Branding37:56 The Impact of AI on Customer Experience54:51 The Influence of Brands on Culture56:36 Challenges for Marketing Leaders in 2024Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing', we have a deep dive into AI's impact on the marketing landscape with respected digital marketer and AI expert, Maryrose, who has over 20 years of experience in the industry. Maryrose shares her journey with digital marketing from its beginning stages, discusses the role and benefits of AI, addresses concerns around data security and diversity in AI tool development, and offers valuable advice on how marketers can embrace AI responsibly. She also discusses her AI Institute and the value it brings through practical and ethical AI training.01:44 Adapting to the Evolution of Digital Landscape06:16 Benefits of AI for Marketers08:16 Getting Started with AI in Marketing11:18 The Future of AI in Marketing20:44 Ethics and Diversity in AI26:45 The AI Institute and Training https://www.instituteofaistudies.com/To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/listenGet in touch about sponsorship and partnerships. Hosted on Acast. See acast.com/privacy for more information.

Season 3 kicks off with the fantastic Dom Dwight of Bettys & Taylors of Harrogate. You may know Bettys and Taylors for their brand Yorkshire Tea and during his 15-year career Dom Dwight has seen Yorkshire Tea reach the number one spot for market share. In 2022, the brand claimed a 33.7% share of market. The ‘Everything’s Done Proper’ platform has been a driving force in the brand’s success since 2017. The long-term campaign continues to resonate with audiences, thanks in part to its use of celebrities such as Sir Patrick Stewart and Sean Bean. Today we talk about Doms path into marketing, a great example of a non linear path, we chat about the building blocks to the campaign and like all things famous it didnt happen overnight but how certain things have accelerated, we talk about the importance of tying the work to commerciality, we talk effectiveness, creating a summer banger, the world of Taylors coffee and the new role Dom is taking on in the business.03:34 Transition from Journalism to Copywriting & Exploring the World of Advertising13:55 Developing Yorkshire Tea's Tone of Voice27:14 The Importance of Enjoyable Advertising32:05 The Commercial Impact of Creative Advertising39:25 The Importance of Consistent Brand Messaging40:07 The Challenges and Successes of Taylor's Coffee Advertising53:33 Doms new role heading up Strategy, Innovation, and DiversificationTo contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/listenGet in touch about sponsorship and partnerships. Hosted on Acast. See acast.com/privacy for more information.

The never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include04:21 The Creative Process and Challenges25:57 The Role of Music in the Ad32:22 The Risk of Leaving Out the Pint39:26 The Importance of Distinctive Assets48:01 The Impact of the Ad Over Time56:22 The Power of Creativity and InvestmentBut there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:Mal Stevenson-Creative DirectorJohn Kelly-VoiceoverNoel Byrne - Head of productionMargo Tracey- ProducerMark Grehan/ Brendan Coyle – Account DirectorGrainne O’Driscoll-Account ManagerPaddy Gibbons-Sound MixApril Redmond - DiageoRonan Byrne - DiageoNiamh Cribbin - DiageoPaul Kelly - DiageoMark Ody - DiageoMichael Ioakimides - DiageoCharles Coase - Diageo Hosted on Acast. See acast.com/privacy for more information.

As we come to the end of the year, here comes the reflection episode. But this one is a bit different, as it is a coming together of some amazing marketing podcasters. So today the episode is with Elena Hengel from the Marketing Architects Podcast, Marc Binkley and Vasilis Douros of the Sleeping Barber Podcast. Reflecting on hundreds of hours of interviews and research we sharewhat we thought were some of the big themes in 2023some of our favourite campaigns from the US, Canada and Europe (linked below)we talk about being bearish or bullish on: MMM, B2B creativity, influencer marketing and so much more.we compare and even rank our favourite marketing brainiacs for the past year!Campaigns of the Year:Elena’s:Apple, “Titanium” - https://www.wsj.com/tech/personal-tech/apple-iphone-15-titanium-commercial-yat-kha-d9cd2db3 Salesforce, “AI Sheriff” - https://www.adweek.com/brand-marketing/salesforce-sheriff-matthew-mcconaughey-artificial-intelligence-wild-west/   Conor:Paddy Power: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoiYorkshire Tea Pack yer bags: https://youtu.be/F9xW1W7Kw8Y?si=yhTFRYPZAivaFSoiCommunion Saves: https://www.youtube.com/watch?v=JCJfxC5i588Vassilis:WestJet’s “Holiday Heros” - https://www.youtube.com/watch?v=GkZPyBcevaI =Canadian Tire “ Christmas Firsts” - https://www.publicis.ca/blog/canadian-tire-celebrates-holiday-firsts-Marc’sFixed Rate Pizza - https://marketingawards.strategyonline.ca/winners/winner/2023/?e=154387&u=Advertising&n=Fixed-Rate+Pizza Spotify Wrapped CampaignThis episode was sponsored by The Indie List www.theindielist.ieTo contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com You can listen to all old episodes www.thatswhaticallmarketing.com/listenGet in touch about sponsorship and partnerships today. Hosted on Acast. See acast.com/privacy for more information.