In this final episode of our Barber's Briefs for 2025, Marc and Vassilis discuss various marketing and advertising topics, including pricing power, the effectiveness crisis in advertising, global media trends, and the rise of influencer marketing.

They also feature an insightful conversation with Paul Tedesco about the Alchemy of Effectiveness report, which highlights the importance of creativity and emotional connection in marketing.

The episode concludes with a powerful ad campaign by Toyota Hellas (Ogilvy Greece) that addresses gender-based violence, showcasing how advertising can stand for meaningful social issues.

Enjoy the show!

Episode Takeaways

• Nine in ten marketers believe strong brands command higher prices.
• Most marketing teams fail to prove their impact on pricing power.
• Creativity and emotional connection are crucial for effective advertising.
• The effectiveness crisis in advertising reflects a shift in media spending.
• Global ad spend is growing despite economic challenges.
• Digital native categories are driving ad spend growth.
• Influencer marketing is becoming more data-driven and measurable.
• Long-term objectives can drive both short-term and long-term results.
• Agency-client relationships significantly impact marketing effectiveness.
• Canadian ads outperform foreign ads in various markets.

Chapters

00:00 - Welcome to the Final Episode of Barbara's Briefs

02:45 - Pricing Power and Marketing Effectiveness

05:55 - The Effectiveness Crisis in Advertising

09:11 - Global Media Trends and Advertising Spend

12:00 - The Rise of Influencer Marketing

17:48 - The Alchemy of Effectiveness with Paul Tedesco

38:12 - Toyota's Powerful Ad Campaign by Ogilvy Greece

Episode Links:

Pricing Power Depends on Marketing (And How to Prove It)

Link: http://linkedin.com/pulse/why-your-brands-pricing-power-depends-marketing-how-prove-pauwels-paiye/

The ‘effectiveness crisis’ is really media becoming democratized - James Hankins

Link 1: https://www.marketingweek.com/effectiveness-crisis-media-democratised/

Global Ad Trends: Media’s new normal

Link: https://www.warc.com/content/paywall/article/Warc-Data/Global_Ad_Trends_Medias_new_normal/en-GB/162121?

WPP Media enriches influencer offering with YouTube creator data deal

Link: https://www.marketingdive.com/news/wpp-media-enriches-influencer-offering-with-youtube-creator-data-deal/807813/

The Marketing Moment - The Canadian Effies - Alchemy of Effectiveness, with Paul Tedesco

Link: https://theica.ca/alchemyofeffectiveness-2025

Ad of the week - Title: Toyota promotes escape, whatever the car.

Link: https://ogilvy.gr/work/toyota-escape-vehicle

In this episode of the Sleeping Barber Podcast, Marc and Vassilis reflect on their conversation with Ty Heath. Together, they discuss the complexities of B2B marketing, emphasizing the importance of understanding customer relationships across various departments. They also dive into the significance of physical availability in B2B marketing strategies, the need for a holistic view of the customer journey, and the challenges of measuring ROI. The conversation also touches on the necessity of simplifying the buyer experience and the evolving landscape of marketing channels.

Enjoy the show!

Takeaways

• Sales and marketing must work together for a holistic view.
• Physical availability is crucial for B2B success.
• Understanding customer relationships is key to effective marketing.
• The power of three dimensions: presence, prominence, and portfolio.
• Channel strategies should focus on de-duplicated reach.
• GEO is becoming increasingly important in marketing.
• The traditional ROI formula is flawed and needs reevaluation.
• B2B marketing is becoming more creative and opportunistic.
• Simplifying the buyer's journey is essential for success.
• Navigating the complexities of product offerings is a challenge.

Chapters

00:00 - Introduction

02:53 - Understanding Customer Relationships Across Departments

05:50 - The Importance of Physical Availability in B2B Marketing

08:57 - Reframing Marketing Strategies: The Power of Three

12:00 - Navigating Channel Strategies and Frequency in Marketing

14:56 - The Role of GEO in Modern Marketing

17:58 - Challenges in Measuring ROI and Simplifying Buyer Experience

B2B Institute's Ty Heath on Why Mental Availability Without Physical Availability Is Wasted Investment

In collaboration with the Ehrenberg-Bass Institute, Ty Heath, Director and Co-founder of LinkedIn's B2B Institute, reveals research showing B2B brands typically appear in only 3-4 channels while buyers engage with an average of 32 touchpoints.

The result?

Buyers who prefer your brand default to competitors who are easier to find and buy from. Heath argues physical availability (being easy to find and buy) is marketing's responsibility, not sales alone. She explains why 60% aided awareness means nothing if your website is confusing, your sales team doesn't cover key regions, or you're absent from review sites buyers check.

This conversation covers the diagnostic questions every CMO should ask, how to allocate budget between mental and physical availability (60/40 split), and why fixing your biggest gap in the next 90 days matters more than trying to fix everything at once.

Chapters

00:00 Opening: The Physical Availability Problem

02:50 Why the B2B Institute Cares About Physical Availability

07:30 The Missing Half: What Physical Availability Actually Means

15:00 The Three Ps: Presence, Prominence, Portfolio

25:00 Why This Is Marketing's Problem, Not Sales' Problem

40:00 Real Examples: Where Brands Lose Buyers

55:00 Budget Allocation and Cross-Functional Orchestration

01:05:00 The Diagnostic Question Every Marketer Should Ask This Week

Links

The B2B Institute's Report on Easy to Find https://business.linkedin.com/marketing-solutions/b2b-institute/easy-to-find-being-where-b2b-buying-happens

Ty Heath on LinkedIn https://www.linkedin.com/in/tyronaheath/

In this episode of the Sleeping Barber Podcast, Marc and Vassilis discuss topics that caught their attention over the last couple of weeks, including the recent merger between Omnicom and IPG, the impact of AI on retail, particularly through Amazon's new shopping assistant Rufus, and Adidas' innovative approach to market research by utilizing search data instead of traditional surveys.

They also delve into leadership insights as a part of their marketing moment, emphasizing the importance of happiness and well-being in the workplace, and conclude with a case study on the emotional marketing strategy of John Lewis' Christmas ads.

Enjoy the show!

Episode Takeaways

• The Omnicom and IPG merger creates the largest advertising holding company.
• AI is significantly influencing retail, as seen with Amazon's Rufus.
• Adidas has shifted from traditional surveys to using search data for brand tracking.
• Happiness can be cultivated through daily habits and leadership practices.
• Unhappy leaders can negatively impact team morale and productivity.
• Auditing meetings can free up time and improve team well-being.
• The John Lewis Christmas ad exemplifies emotional marketing and connection.
• Music plays a crucial role in the effectiveness of advertisements.
• Retailers need to adapt to changing consumer behaviours and preferences.
• The holiday shopping experience has evolved into a multi-day event rather than a single day frenzy.

Chapters

00:00 - Introduction and Personal Updates

03:01 - Industry News: Omnicom and IPG Merger

05:50 - AI in Retail: Amazon's Rufus and Holiday Shopping Trends

12:11 - Adidas' Shift to Search Data

19:11 - The Marketing Moment - The Four Habits of Happier Leaders

32:12 - John Lewis Christmas Ad: A Case Study in Emotional Marketing

Episode Links:

Omnicom finalizes IPG acquisition with experts calling it the ‘natural outcome’ of a changing agency model - https://www.marketingweek.com/omnicom-finalises-ipg-aquisition/

Amazon's $124B Christmas Bet - https://stocks.apple.com/ASmqJwrDDQD2AuFnWpJbglA

Winners and losers of Black Friday 2025 - https://www.retaildive.com/news/winners-losers-black-friday-2025/806610/

Adidas Ditches Surveys for Search Data - http://warc.com/content/feed/adidas-sees-big-returns-from-using-share-of-search-for-brand-tracking/en-GB/11070

The Four Habits of Happier Leaders - https://www.youtube.com/watch?v=g7S6MMcYM6k

Ad of the week - John Lewis "The Man On The Moon" - https://www.youtube.com/watch?v=AsyD3W2pWU8

In the latest episode of the Sleeping Barber Podcast, Marc Binkley and Vassilis reflect on their conversation with Jane Ostler Chief Insights officer at Kantar.

Marc and Vassilis discuss the challenges brands face in a rapidly changing environment, particularly focusing on the impact of AI on branding and marketing strategies. They explore the concept of 'sea of sameness' in branding, the importance of distinguishing between trends and strategy, and the unique challenges faced by small brands. The conversation emphasizes the need for strategic clarity and the irrefutable principles of brand growth, regardless of technological advancements.

You won't want to miss it!

Takeaways:

• AI can contribute to a sea of sameness in branding.
• Brands must avoid dullness and strive for uniqueness.
• Understanding the difference between strategy and tactics is vital.
• Small brands face unique challenges in acquiring customers.
• Brand growth principles remain constant despite changing technologies.
• Trends should not replace core marketing strategies.
• Strategic clarity is essential for effective marketing execution.
• Small brands should focus on encouraging customer switching.
• The market is constantly changing, requiring adaptability.
• Innovation is crucial for brand differentiation.

Chapters

00:00 - Introduction to the Podcast and Themes

00:55 - The Sea of Sameness and AI's Role

08:30 - Trends vs. Strategy in Marketing

14:15 - The Unique Challenges of Small Brands

19:54 - Core Principles of Brand Growth

Jane Ostler, Chief Insights Officer at Kantar, joins V and Marc to discuss 20 years of BrandZ data and what it reveals about brand growth. We explore the Meaningful, Different, Salient framework, why relative difference beats absolute uniqueness, and how marketers can separate strategic principles from tactical noise. Jane explains how small brands can compete without massive budgets, why trends shouldn't replace strategy, and how AI risks creating a "sea of sameness." From the Blueprint for Brand Growth to 2026 marketing trends, this conversation challenges conventional thinking about differentiation and brand building.

Jane Ostler is Chief Insights Officer at Kantar, where she leads the global BrandZ study, now in its 20th edition. She was a lead author of the Blueprint for Brand Growth, a comprehensive analysis based on billions of data points that established the Meaningful, Different, Salient (MDS) framework. Jane oversees Kantar's research into brand equity, marketing effectiveness, and consumer behaviour, producing reports including Marketing Trends 2026, Media Reactions, and Outstanding Innovation. Her work proves that strong brands consistently outperform stock market indices and that brand equity has measurable financial value.

[00:00] Introduction: Relative difference vs. absolute uniqueness

[01:34] The Meaningful, Different, Salient (MDS) framework

[03:50] Four principles of brand growth from the Blueprint

[05:56] Trends vs. principles: Understanding the difference

[08:24] Should marketers stop chasing trends?

[10:45] Current marketing trends for 2025-2026

[15:30] AI visibility strategy and LLM optimization

[22:15] How to measure marketing effectiveness

[28:40] BrandZ Top 100 brands insights

[38:46] Can small brands compete with limited budgets?

[43:43] The "sea of sameness" risk from AI

[45:07] Where to learn more about Kantar's research

BrandZ 2025 Report (20th Edition)

https://www.kantar.com/inspiration/brands/brandz

Annual ranking of the world's most valuable brands with comprehensive brand equity analysis

Blueprint for Brand Growth

https://www.kantar.com/inspiration/brands/blueprint-for-brand-growth

Kantar's comprehensive study analyzing billions of data points on what drives brand growth, including specific guidance for small brands

Marketing Trends 2026

https://www.kantar.com/inspiration/campaigns/marketing-trends-2026

Data-backed analysis of emerging marketing trends including creators, AI visibility, and experiential marketing

Media Reactions Report

https://www.kantar.com/inspiration/advertising-media/media-reactions

Research on media channel effectiveness and consumer response

Outstanding Innovation Report

https://www.kantar.com/inspiration/innovation/outstanding-innovation

Analysis of innovation strategies and brand growth through new product development

Jane Ostler on LinkedIn

https://www.linkedin.com/in/janeostler/

Kantar on LinkedIn

https://www.linkedin.com/company/kantar/

Kantar Website

https://www.kantar.com

In our latest episode, Marc and Vassilis discuss the evolving landscape of advertising and marketing, focusing on the impact of AI technologies. They explore how AI can outperform human copywriters in ad creation, the implications of Amazon's layoffs due to AI automation, and the changing nature of marketing jobs.

The conversation also delves into the ethical concerns surrounding hyper-personalization in advertising, Google's new JourneyAware bidding strategy, and the importance of brand priming in consumer decision-making. The episode concludes with a creative Christmas campaign that exemplifies the blending of advertising and entertainment.

Key Takeaways:

• AI can outperform human copywriters in ad creation.
• Amazon's layoffs signal a shift towards AI automation.
• Marketing jobs are evolving due to AI advancements.
• Hyper-personalization in advertising raises ethical concerns.
• Google's JourneyAware bidding focuses on user context.
• 84% of purchases are decided before shopping begins.
• Word of mouth is a powerful influencer in marketing.
• Creative campaigns can effectively engage consumers.
• AI is reshaping the advertising landscape.
• Marketers must adapt strategies to leverage AI technologies.

Chapters:

00:00 - Introduction and Personal Updates

02:45 - AI in Advertising: A Game Changer

05:29 - The Impact of AI on Job Markets

08:26 - The Future of Advertising: Automation and AI

11:27 - Hyper-Personalization in Digital Marketing

14:05 - Google's Journey-Aware Bidding: A New Era

17:03 - Conclusion and Future Implications

21:15 - The Complexity of Incremental Outcomes

23:15 - Marketing Moments: Understanding Consumer Decisions

28:14 - Influence and Receptivity in Marketing

32:21 - Creative Advertising: Blurring Lines Between Entertainment and Marketing

News Links:

Can genAI actually write better paid search ads than humans?

https://www.linkedin.com/posts/nico-neumann-3021b32_can-genai-actually-write-better-paid-search-activity-7394635382283239424-vTRH/

Amazon lays off hundreds across its ad tech, analytics, and sales teams — and says AI is the reason.

https://www.marketingweek.com/amazon-layoffs-ai/

Will AI mean better adverts or 'creepy slop'? By MaryLou Costa

https://www.bbc.com/news/articles/ckg4y4z169go

Google Tests “Journey-Aware Bidding” — Search Gets a Little More… Emotional?

https://searchengineland.com/google-tests-journey-aware-bidding-to-optimize-search-campaigns-464729

The Marketing Moment

How Humans Decide - https://www.linkedin.com/posts/jameshurman_under-16-of-people-will-buy-your-product-activity-7394639418369880066-Biih/

Ad of the Week

Waitrose serves up festive romcom starring Keira Knightley and Joe Wilkinson

View ad here: https://www.youtube.com/watch?v=wWeYKBXmCRs

Phil (Wilkinson) meets Keira at a Waitrose cheese counter, their shared love of food sparks a quirky romance.

Classic rom-com beats: meet-cute, food montage, surprise domestic gesture (turkey pie under a tea towel) and a playful nod to the iconic cue-card scene from Love Actually (“Please say you don’t have cue cards”)

Directed by Molly Manners; emphasises food as the love-language centerpiece.

Why it stands out:

It blurs the line between advertising and entertainment, leaning into narrative, character and emotion rather than straightforward product-first messaging.

It leverages star power (Knightley) plus comedic contrast (Wilkinson) to create “pop” and shareability.

It uses the insight that food & shared meals = emotional currency in rom-coms (and by extension, in festive retail ads) — the brief treats the supermarket not just as backdrop but as the catalyst for connection

In this PostPod episode, Marc and Vassilis discuss the complexities of digital advertising, emphasizing the importance of understanding viewability versus visibility, the pitfalls of cheap media, and the critical role of creative quality. They reflect on insights from recent guests and explore strategies for effective marketing, including the need for internal awareness and organizational change. The conversation highlights the challenges marketers face in navigating the digital landscape and the necessity of questioning data and media choices to drive better outcomes.

Takeaways

• Viewability does not guarantee visibility in advertising.
• Cheap media can lead to higher long-term costs.
• Creative quality is essential for effective advertising.
• Marketers should focus on ads that are actually seen.
• Internal awareness of media effectiveness is crucial.
• Challenging partners on media quality is necessary.
• It's important to measure effectiveness, not just efficiency.
• Organizational change is needed to adapt to new marketing realities.

Timestamps:

00:00 - Introduction

05:55 - Insights from Guests and Industry Connections

09:07 - The State of Digital Advertising

12:03 - Viewability vs. Visibility in Media

14:56 - The Cost of Cheap Media

15:53 - The Double Jeopardy of Challenger Brands

16:49 - Innovative Media Strategies for Startups

18:04 - Conclusion and Future Considerations

18:33 - The Importance of Creative Quality in Advertising

20:15 - Addressing the Accountability Gap in Marketing

22:52 - Practical Steps for Marketers

25:40 - Raising Internal Awareness of Marketing Challenges

27:47 - Navigating Organizational Resistance to Change

In this episode of The Sleeping Barber Podcast, Marc and Vassilis sit down with Adam Morgan (Eat Big Fish) and Dr. Karen Nelson-Field (Amplified Intelligence) to talk about one of marketing’s most overlooked money pits — dull media.

You’ve heard of dull ads — but what about dull media?

From perfume that smells like burning money to attention metrics that flip our measurement logic upside down, this conversation exposes how marketers might be wasting more budget on where they show up than what they show.

Together, they unpack:

• Why the real cost of dullness might live in your media plan, not your creative.
• The massive gap between viewable and actually seen impressions.
• How cheap CPMs can quietly destroy ROI.
• Why challenger brands suffer most when attention is lost.
• And why the smartest marketers start from one brutal truth: nobody cares — so make them.

It’s a lively, insightful, and often hilarious conversation that will make you rethink everything from your media mix to your measurement frameworks.

Key Takeaways

• Dull media wastes more money than dull creative.
• Attention metrics are becoming the new standard.
• “Viewable” ≠ “Seen.” Stop confusing impressions with impact.
• The cheapest media often delivers the lowest ROI — a false economy.
• Challenger brands face double jeopardy when cutting corners on attention.
• Budget pressure is no excuse for bad planning.
• Attention isn’t a metric — it’s a design principle.
• Marketers must challenge models built on impression volume.
• Setting the bar higher is the only way to make media work harder.
• Removing waste and reinvesting in effective attention drives better results.

Chapters

00:00 - Introduction to Dull Media and Marketing Waste

03:06 - The Cost of Dull Media vs. Dull Creative

06:00 - The Impact of Media Delivery Mechanisms

08:55 - The Concept of Seen vs. Unseen in Advertising

12:02 - Innovative Approaches to Highlighting Media Waste

15:01 - Attention Metrics and Their Importance

18:06 - The Challenge of Changing Industry Standards

20:53 - The Role of Budget Pressures in Media Choices

26:48 - Challenging Assumptions in Media Engagement

30:34 - The Cost of Dull Media

34:06 - The Double Jeopardy for Challenger Brands

38:46 - Understanding Attention as a Design Principle

42:30 - Setting the Bar Higher for Media Effectiveness

Supporting Links:

The Extraordinary Cost of Dull - System1 Group

The Cost of Dull Media | Dr Karen Nelson-Field (amplified.co)

Le Cout Dennui - The 198bn Cost Of Dull Media

In this episode, Vassilis and Marc explore things that caught their attention over the last couple of weeks. Key stories they highlight include:

• Ehrenberg-Bass Is Probably Right. Until It Isn’t. A piece by G Douglas
• Why marketing’s old rules still work in a new world, by Mark Pritchard
• 7 Focus Areas as AI Transforms Search and the Customer Journey in 2026
• Love Over Clicks, by Paul Worthington

For the marketing moment, Vassilis goes into his experience at the Millennium Alliance, CMO Forum, while concluding with the 'Ad of the week' where Marc details Skip the Dishes latest advertising campaign, highlighting its innovative approach to storytelling and brand positioning.

Enjoy the show!

Takeaways

• Ehrenberg-Bass principles are evidence-based but should not be dogma.
• Creativity is essential in marketing, even in established categories.
• Mark Pritchard emphasizes timeless marketing fundamentals.
• AI is reshaping customer journeys and search behaviours.
• Brand love can lead to economic durability.
• Skip the Dishes campaign cleverly uses storytelling to eliminate conflict.
• Marketers must adapt to AI's role in their processes.
• Emotional surplus can create pricing power for brands.
• Consistency in brand messaging is crucial across channels.
• The future of marketing involves collaboration with AI.

Chapters

00:00 - Introduction to Marketing Insights

02:43 - Ehrenberg-Bass Institute and Marketing Principles

05:33 - The Importance of Creativity in Marketing

08:19 - Timeless Marketing Lessons from Mark Pritchard

11:05 - AI's Impact on Search and Customer Journey

16:21 - Navigating the New AI Landscape

22:00 - The Concept of Brand Love and Emotional Surplus

27:26 - Marketing Moment: CMO Forum Insights

33:08 - Ad of the Week: Skip the Dishes Campaign