Marketing Meetup Podcast

🪂 Welcome to The Chutes 🪂The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.Today we’re proud to announce the second winner of The Chutes is Ginsters with ‘Taste The Effort’. Congratulations to everyone involved, including the agency partners Truth, Kantar & TBWA.To hear more about how the work that worked was made, Emma Stower joined Joe Glover and Giles Edwards for a 25 minute masterclass. We hope you enjoy!The objective After speaking to consumers and uncovering how Ginsters was perceived, Emma Stowers experienced quite an awakening. Misconceptions about poor quality were creating a barrier for the brand, making it difficult to shift public perception. Ginsters set out to change this, aiming to showcase the quality and craft behind both their brand and their products.  This dedication to care and craftsmanship inspired the creation of Merryn, a devoted Ginsters potato farmer who became the heart of the campaign. The resultsAfter pre-testing and refining a rough cut storyboard with System1, Ginsters achieved an impressive 4.0 Star Rating for their final cut. By leveraging humour and strong brand codes, they secured high brand recognition and cut through the category noise. Taking a bold and unconventional approach, Ginsters established a unique and distinctive identity to reinforce one simple message: great taste, great quality. Merryn injects the brand with fun and has become a consistent part of its identity, and thankfully, she is here to stay. Ginsters aim to build a distinctive asset with Merryn, a smart strategy backed by System1’s The Magic of Compound Creativity. Data from the IPA shows that over five years, brand characters grow in effectiveness, increasing by an average +1.0 Star Rating. But it is not just the brand that is pleased with the campaign’s success. Within the first 12 weeks, the campaign drove a significant uplift in value sales and added over 1.5 million households to the brand. Real consumers even called Ginsters after the ad aired to share how much they loved it, expressing their appreciation for the way it highlighted British farming. 

🪂 Welcome to The Chutes 🪂The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.It’s time to announce the inaugural winner of The Chutes awards which goes to…The Woodsman Whisky & Mr President for ‘Well Earned’.And now, for an acceptance speech that’s a bit more acceptable, we're here with Jaimie Anderson from Whyte & Mackay and Lillie Price from Mr. President to explain exactly how they created the work that worked.The objectiveTo attract a new audience of consumers and bring fresh energy to the category by positioning it as fun and sociable. Designed as a Scotch that behaves like a bourbon, Woodsman whisky was uniquely placed to stand apart. It offered something different to the category, appealing to a younger audience of drinkers who enjoy mixing their drinks. Traditionally, the whisky category is known for adhering to familiar tropes, often leaning into a more formal tone rooted in heritage and seriousness. Woodsman set out to break that mould, injecting a sense of playfulness and modernity to resonate with a new generation. Enter Barry the Beaver: a rugged puppet character who, after a long day of gnawing trees and building dams, kicks back, relaxes, and enjoys a glass of The Woodsman whisky. Defying all category conventions, The Woodsman faced a polarising challenge: they had something new, creative, and completely distinctive within the whisky category, but would consumers respond with the positivity needed to drive long-term commercial growth?The resultsOn System1’s Test Your Ad platform, The Woodsman achieved an impressive 4.8-Star Rating and exceptional short-term sales potential, ranking it among the top five spirits ads of all time and the number one whisky ad in System1’s Premium database. This campaign’s success in testing translated directly to commercial impact, propelling The Woodsman into the Top 10 blended whisky brands and exceeding its 20% growth goal by an additional 15%. Driven by data, insight, a clear strategy, and emotional resonance, this campaign stands as a testament to a brand that is both market-oriented and unafraid to challenge the status quo. Despite Barry’s “gnarly” appearance, he is a beloved character who resonates deeply with consumers. System1’s emotional FaceTrace© reveals that his presence evokes surprise and joy, leading to a notable increase in positivity. This positions the Woodsman perfectly to continue leveraging Barry in their communications. A distinctive and well-received brand character is truly one of the most valuable assets a brand can have!  Extra resources:Write up: https://system1group.com/ad-of-the-week/barrels-beavers-brilliance-the-worlds-best-whisky-adSystem1 report: https://report.testyourad.com/report/23122294-7b86-474c-8c3c-9dff36db228dWatch the ad: https://www.youtube.com/watch?v=MQPELZriAs0

Dan Fleming, Country Lead at Tracksuit, dives into brand marketing's nuanced terrain. He shares how to make brand efforts quantifiable, emphasizing practical KPIs beyond just reach or impressions. Fleming discusses strategies to track brand impact on budgets of all sizes, and why understanding brand awareness is crucial for performance. He also reveals insights on navigating budget cuts while maintaining brand trust and effectiveness. His expertise shines through real-world case studies, showcasing the powerful link between brand efforts and bottom-line success.

Max Hopkinson, co-founder of The Keynote Club and ex-Head of Marketing at Iceland Foods, shares his inspiring journey from panic attacks to public speaking success. He unveils a powerful framework to identify speaking topics based on lived experiences and audience connection. Discover how to structure an engaging talk, from grabbing attention to leaving a lasting impact. Max emphasizes that everyone has a unique story worth sharing, encouraging listeners to embrace their narratives and support others on the path to becoming confident speakers.

What happens when you combine a cereal brand, surreal humour, and a copywriter who isn’t afraid to admit when he’s just “crapped something out”? You get one of the most delightfully strange and insightful hours of marketing chat you'll ever hear.In this episode, we’re joined by John Thornton, the creative mind behind Surreal’s surreal tone of voice (and ex-Innocent word-wrangler). We chat about:Finding your brand’s voice—even if it’s a bit unhingedWhy humour, honesty, and even typos can win hearts (and views)How to stay weird and do your job as a marketerIt’s honest. It’s smart. It’s surreal in the best possible way. Come for the laughs, stay for the strategy.

Nishma Patel Robb, founder of Glittersphere and former Senior Director of Brand & Reputation at Google, shares her journey from corporate to entrepreneurship. She discusses the motivations behind launching Glittersphere, aimed at empowering women through personal branding. Listeners gain insights on building authentic brands, the power of storytelling, and the unique advantages smaller businesses have. Nishma emphasizes resilience, curiosity, and the importance of self-promotion for freelancers, making it a must-listen for anyone looking to elevate their brand.

Dave Officer, a freelance graphic designer and illustrator who runs Doodle Juice, shares essential design tips for busy marketers. He simplifies complex concepts like balance, contrast, and white space to help non-designers enhance their visuals. Dave also discusses choosing the right design tools and emphasizes the 'less is more' approach for effective event posters. Plus, he dives into the integration of AI in design while advocating for creativity and personal expression. Don't miss his actionable insights to elevate your branding!

Join Sarah Robb, co-founder of Rebrand Right with a rich background in brand leadership, and Rachel Fairley, also a co-founder and former chief brand officer at Hewlett Packard, as they tackle five widespread branding myths. They challenge conventional wisdom, arguing against starting with strategy and over-relying on experts. Instead, they promote a collective approach to brand development, stressing the importance of creativity over rigid guidelines. Discover how to build a confident brand that drives growth and avoids common pitfalls!

Why does brand consistency matter, and how can you get your entire team on board? In this lively and insightful session, Joe chats with two brilliant branding minds: Digge Zetterberg Ohd from Frontify and Patrick Kampff from Siegel+Gale. Together, they unpack why brand consistency isn't just a marketing detail—it's vital for business success. From inspiring teams through storytelling and internal training to shifting mindsets from policing to empowering, Digge and Patrick share practical advice and real-world examples that will help your brand resonate internally and externally. Whether you're managing stubborn stakeholders or struggling to communicate your brand’s "vibe," this episode offers actionable insights to elevate your approach and build lasting brand credibility.

In this episode of The Marketing Meetup Podcast, Joe is joined by AI expert Ash Stern to break down the world of AI agents—what they are, how they work, and whether businesses truly need them. AI can often feel like an overwhelming, jargon-filled space, but Ash simplifies it beautifully, comparing AI agents to digital employees that can automate and enhance marketing workflows.Key takeaways from the conversation:What AI Agents Actually Are – Understanding the difference between AI agents, traditional chatbots, and custom GPTs.When & Why to Use AI Agents – How they go beyond basic automations, making independent decisions and streamlining complex marketing tasks.Practical Use Cases – From repurposing content at scale to automating sales research, Ash shares real-life applications of AI agents in marketing.Challenges & Misconceptions – The learning curve involved, common pitfalls, and why AI agents aren't just a plug-and-play solution.Ash also shares her own journey from a non-technical background to mastering AI automation and highlights some of the most innovative AI-driven marketing strategies she’s seen.If you’ve been curious about AI agents but unsure where to start, this episode is packed with actionable insights and honest advice on navigating the AI hype.🎧 Tune in to learn how to harness AI for smarter, more efficient marketing!