Leigh Barnes is Chief Customer Officer at Intrepid Travel and joins to discuss how he turned his back (sort of) on decades of performance marketing, went big on brand and how it is working! Leigh joined while he was working in Canada to talk more about what has changed for him and what that means for marketing at intrepid travel. If you don’t know Intrepid they are a B Corp travel company with ambitions to be a $1 billion business by 2025. So we talk about his experience at Intrepid for the last 14 years, how he was a believer in performance marketing as THE driver of the business but how he saw all metrics fall off a cliff during covid and how that brought him to think there must be a different way, how reading and research changed his perspective and how he navigated that change in the business with major support from his friends in finance and the role of purpose. Hosted on Acast. See acast.com/privacy for more information.

Sherilyn Shackell Founder & CEO of The Marketing Academy. The Marketing Academy is an international not for profit organisation dedicated to inspiring and developing talented stars in the Marketing, Media & Communication industries to become the leaders and influencers of tomorrow. When CMOs are left out of the boardroom, their insights — and the business risks and opportunities that their expertise might identify are lost, Sherilyn is on a mission to change all the stats, as she believes these leaders have unique power to shape our collective opinions as a society. In this episode we discuss What The Marketing Academy is all about How The Marketing Academy is going to reshape the boards of tomorrow. The different programmes it offers to marketers The impact that it is having on the sector across the markets it operates in as well as the future plans for growth. What you can do today to think about the path that you are on, Positive intent, Our responsibility for our reactions The energy we expend and share. Sherilyn had a near death experience that shaped her now world view, but it is her desire that no one has to go through that. So no matter what stage you are at in your marketing career, give yourself some time today to listen to some amazing life advice. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Chris Allan is Head Marketing Core Beer at Lion in Australia and part of his role is owning the Tooheys Brand. I recently saw that this classic Australian beer had gone through a design and creative re-fresh and I was fascinated to try and find out more. If you don’t know Tooheys, it is a legendary Aussie beer, it has been around for 150 years and just sits in culture, when you order a beer you just order a New. So I was fascinated to hear about this re-fresh from Chris. In this episode we discuss:what was the business need that drove the decision,what was the process like,how did he manage - partners, trade, agenciesthe decisions he had to make along the wayknowing his distinctive assets and protecting themhow did they get to the advertising….which actually takes them back to some classic 1980s workwhat were the risks of all of that.the fear of owning such a legendary brand and protecting it.This is such a wonderful story.Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Mary Kyriakidi, a global thought leader at Kantar, discusses the important themes of pricing and budget pressure in the publication 'Modern Marketing Dilemmas'. Topics include the link between pricing and profitability, framing a brand in a meaningful way, and the meaningful different framework for demonstrating value.

Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strategies. And Peter joins me today to mark the 10th anniversary of that publication. We talk aboutwhat led to the writing of the book,the context of when it was written,some misconceptions and frustrationssome things that are holding firm 10 years on.This is a wonderful episode with someone who has truly re-shaped marketing for the better. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

This episode was recorded live at the European Sponsorship Association event. Speaking to Aidan McLaughlin Director of ESG Brand at Indeed. This conversation covers how Indeed approaches sponsorships covering:Rising VoicesTeam Ireland OlympicsEintracht FrankfurtFind all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Rita Kirwan is Marketing Director at Aldi, and let’s face it a bit of Irish Marketing Royalty. The title of this episode says it all, Rita just loves what she does and she is exceptional at it. Rita has worked at Pernod Ricard, Largo Foods (home to the brilliant Tayto), O2 Telefonica and now at Aldi. With such diverse experience Rita has a truly unique perspective on marketing,Today we talk about Big budgets and small budgets, Growing unknown brands in the US, The pressure cooker that is retail marketing, Managing through acquisitions and mergersFiguring it out, when you don’t know the answer, Asking questions, Taking risks and big bets, Turning a crisp character into a national icon,Having skin in the game, Backing yourself,Sweating all your assets - but bringing them together, Customers, customers, customers, The qualities of a leader. Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Maddy Cooper is Founder and CEO of Sustainability Marketing agency Flourish. With over 20 years of agency experience Maddy has designed sustainability marketing transformation programmes for clients including Nike, Allianz, and Barilla. She has completed the Cambridge University Towards Net Zero Course and is an Assessor for the Cambridge University Sustainable Marketing, Media and Creative course. So when I needed to find out more about this topic there was only one place to go. This episode covers:*Sustainability marketing, what it actually means,*The commercial benefits of sustainable businesses*The challenges organisations face when trying to think about sustainability marketing,*Why not communicating it properly - greenhushing - is dangerous*How should CMOs and marketers react to the topic of sustainability*How do you become a Sustainable MarketerFind all previous episodes on www.thatswhaticallmarketing.com, or follow us on Instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.

Author and Associate Creative Director, Dr Draper, joins the podcast to talk about healthcare marketing, making better decisions, and the importance of marketing fundamentals. They also discuss the challenges of transitioning from medicine to advertising and the potential threat of AI to jobs in the creative industry. Additionally, they explore their new satirical book on marketing practices and express their love for creative marketing and copywriting.

Jon Lombardo, Global Head of Research at the LinkedIn B2B institute is today's guest. In his role Jon researches how brand marketing contributes to cash flows and brings an “outside-in” approach to marketing, looking to apply mental models from other disciplines to marketing.Today we chat about Jons path to LinkedIn and some important topics for all marketers to think about *Some important rules of marketing*Brands are built over time, build your case over time* The importance of reach*How smaller B2B brands can apply the theory*People dont buy from clowns, except they do*The importance of understanding marketing history*The missing dimension of time*Are we in an echochamber of agreementFind all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @thats_marketing. And now you can watch our episodes back on You Tube, search for thatswhaticallmarketing Hosted on Acast. See acast.com/privacy for more information.