That F*cking Marketing Podcast

Want the exact framework Google uses to turn YouTube into a high-converting sales engine? Grab The Modern Video Playbook here - https://tfm.marketing/podcast/youtube-ai-and-the-new-rules-of-video-buying-with-googles-own-caroline-oates/.

Ready to execute these frameworks and build a full-funnel video engine for your brand? Book a Call with us today!

Think you know where your audience is actually watching video in 2026? Think again. 

In this episode, we sit down with Caroline Oates, Head of YouTube & Programmatic Sales ANZ at Google and IAB Board Member. Caroline breaks down why living room viewing habits have completely shifted, what brands get dead wrong with video buying, and how to fix broken measurement models. 

You'll get Google's exact framework for unskippable creative, learn how to tap into the high-trust creator economy, and discover how to leverage AI to turn YouTube into an unbeatable sales engine.

Key moments: 

00:00 Rethinking the true role of modern video advertising 

03:08 Why half of all watch time has shifted to connected TVs 

05:32 Overcoming common cross-media measurement and attribution hurdles 

07:44 Building an incremental measurement framework for CFO approval 

10:01 Navigating ad load algorithms and consumer skip behaviour 

15:00 Balancing brand building and short-term performance to boost ROI 

20:00 The creative framework for building high-converting ads 

27:32 Harnessing search signals and intent to drive retail sales 

34:04 Why machine learning and automated bidding outperform manual targeting 

38:15 Hyper-local video strategies for franchise and multi-location businesses 

44:48 Unlocking the creator economy to build authentic consumer trust 

50:11 Building a full-funnel video strategy for local service businesses

Connect with Caroline on LinkedIn.

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If you enjoyed this episode, check out our episode with Culture Kings co-founder Simon Beard to learn how to create massive consumer demand instead of just chasing search intent.

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Is your latest campaign actually working, or are your dashboards lying to you?

In this episode, we chat with Jonathan Rolley, agency founder and media strategist with more than 10,000 ad evaluations behind him. Jonathan explains how advertising moves through the brain, and why what impresses the boardroom often isn't what makes people buy.

You'll learn the 12-second rule, a 4-step framework to create ads people notice, how to measure what's really driving results, and the hidden mistakes that drain ROI.

This is for marketers who care more about revenue than awards.

Key moments:

00:00 – The real reason 84% of ad budgets are completely forgotten in 12 seconds  

02:20 – Why reviewing creative consciously guarantees failure  

04:40 – What happens when creative teams prioritise trophies over your sales  

06:20 – The 4-step ad formula that forces the subconscious brain to buy  

10:40 – The attention TRAP. Why grabbing eyes is useless without memory encoding  

13:30 – The dirty truth about marketing attribution and MMM models 

16:00 – This is the single most reliable way to prove actual ad ROI  

18:00 – How subtle alpha cues and social proof manipulate consumer behavior  

21:40 – Deconstructing a total flop: Why an award-winning 2026 ad generated zero sales  

31:30 – These are the price-anchoring tricks consumers into paying extra  

35:10 – How to scale your brand without stepping into the Triangle of Death 

38:40 – Why cheap automated scripts actively repel high-value buyers  

44:10 – The real reason fear outperforms sex and the #1 website conversion killer

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You can connect with Jonathan on Youtube by tuning into "The Science of Advertising" show or by grabbing his upcoming book on ad neuroscience arriving in early 2027.

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit. 

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What if discounting regularly was actually the secret to building a $200M+ hospitality empire? 

In this episode, I sit down with Pan Koutlakis, co-founder and CEO of EatClub, the tech platform powering dynamic pricing across thousands of restaurants. 

You'll learn how a subtle 5% pricing shift can double customer demand, why traditional menu pricing is flawed, and how to build a thriving two-sided marketplace. Mastering the real psychology of consumer behavior will show you how to drive massive volume without sacrificing your brand equity. 

Key moments:

00:00 - Why discounting doesn't kill your brand equity  

00:58 - This is how dynamic pricing fixes restaurant empty seats  

03:22 - Why airlines make billions from price changes and restaurants don't  

05:40 - The real reason price elasticity controls your restaurant volume  

08:10 - The widow seat theory that fills dead timeslots

11:35 - Why total bill discounts trigger higher spending than free food  

14:50 - The 35% discount rule that you need to know

17:15 - The way repeat diners become more profitable than full-paying guests  

19:40 - The real reason push notifications drive massive app engagement  

23:15 - You need to replace flash sale urgency with curated recommendations  

32:40 - How to launch a two-sided marketplace by pitching the right side first  

34:25 - Why friction-free payments turn users into brand advocates  

41:10 - How landing major bank partnerships expands your total market size

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Restaurants can sign up to fill spare tables at the EatClub Partner Portal, while diners can download the app on iOS or Android via EatClub Customer Offers.

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What happens when you throw out the traditional corporate hiring playbook and ask everyday people on the street what they earn?  

Get Ahead App founder Sam McNamara breaks down how a series of raw, unpolished street interviews went viral, driving 42,000 users in 24 hours, launching his startup past LinkedIn on the App Store, and scaling organic reach to nearly 1 billion views.  

He unpacks the operational reality behind producing 18 pieces of content daily across six platforms, how unexpected viral moments caught the attention of global brands like Domino’s and Nike, and the growth levers unlocked by bringing Tinder’s co-founder onto their board. 

If you are a founder, CMO, or marketer struggling to connect with Gen Z, this episode provides an unfiltered blueprint on converting raw entertainment into tangible business downloads.  

Key moments:

00:00: The street interview strategy that surpassed LinkedIn

02:00: The 1-Billion View Organic Strategy Built Without Paid Ads

03:35: Hard Lessons from Scaling a Two-Sided Marketplace Too Broadly

08:14: Why Traditional Resumes Are Completely Broken for Gen Z

09:27: Poster Campaigns vs. Street Content: What Actually Converts

13:17: The 18-Video Daily Machine: Systems, Automations, and Editing

17:41: Why Static $10K Agency Content Feeds Are Dead

27:12: Value-First Marketing: Selling Your Product in the Last 3 Seconds

30:26: Boardroom Growth: What Tinder’s Co-Founder Brought to the Table

42:25: How Domino's Replaced Cover Letters with Instagram DMs

45:41: The Underrated Social Platform Outperforming Mainstream Channels

Catch up with Sam, stay updated on Get Ahead’s latest street interviews, and see how they're fixing traditional hiring across his channels:

Website: https://getahead.com.au/

Instagram: @getahead.app

LinkedIn: https://www.linkedin.com/in/sammcn/

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

What happens when you trade doorstep sales and logistics for high-end fashion, luxury travel, and multi-figure brand deals? 

Former Franchisee of the Year turned full-time creator Shaun Birley joins the show to break down his journey from pitching logistics on the pavement to landing partnerships with giants like Porsche, Cathay Pacific, and Hugo Boss. 

He shares the real hustle behind building an authentic personal brand, content strategies that actually drive trust, and the wild story of going viral as an accidental Ryan Reynolds lookalike. 

If you’re looking to stand out in a crowded feed, this conversation offers an unfiltered playbook on converting domain expertise into a powerful digital presence. 

Key moments:

00:00: How a Family Franchise Scaled via Old-School Hustle

03:35: Why Guerrilla Tactics Beats Big Marketing Budgets

04:35: What Franchisors Get Wrong About Personal Branding

11:04: The Real Reason Your Friends Will Roast Your Content First

17:58: This Is the Secret to Landing High-Ticket Brand Deals

28:14: How AI Accelerates Content Ideation (Without Being Fake)

29:10: Don't Chase Virality: Why Niche Authority Wins Long-Term

41:26: The Unexpected Ryan Reynolds Mix-Up That Exploded Online 

Catch up with Shaun, check out his latest travel guides, and stay updated on his upcoming tailoring collection across his channels

—

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

If your ad reports look great but your business isn't actually growing, your digital budget is leaking cash.

In this episode, we break down the most common digital ad spend traps, from hidden tagging glitches and aggressive AI settings to flawed agency retainers, to show you how to audit your account and recover wasted money.

Tune in to get the exact 4-step checklist that will stop Meta and Google from eating your profits and force your ad account to drive real growth.

Key moments:

00:00: Why Page Views Are Lying About Your Ad Results

04:00: How Your Ad Campaigns Are Competing Against Yourself

05:41: The Truth About AI Tools Ruining Your Brand Integrity

12:16: Why High ROAS Is a Vanity Metric That Stops Real Growth

15:23: How We Saved 200K in Ad Spend for a 700 Location Franchise

24:43: How Squeezing Your Agency Fees Guarantees Bad Performance

30:14: How to Run a 4 Step DIY Audit on Your Ad Account

—

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

Are you throwing away your campaign budget on audio ads that everyone skips?

In this episode, we sit down with audio integration expert Andy Procopis, a seasoned media strategist with years of experience navigating the high-stakes world of radio, managing major talent and bridging the gap between editorial and commercial teams. From handling mid-campaign crises to winning over massive personalities like Kyle Sandilands, Andy shares the unfiltered truth on what actually drives ROI across radio, podcasting, and branded content. 

If you want to know why most audio ads fail and how to build integrations that convert, this is a must-listen masterclass.

Key moments:

00:00: The 11% Rule: Doubling Campaign Effectiveness

8:46: How Forcing Copy on Talent Destroys Campaigns

18:58: Why Agencies Treat Radio Like a "Booty Call"

27:28: Why Brands Still Default to Plain Spot Buys

29:47: The Real Reason People Still Tune Into Live Radio

34:39: What’s the Cost of Host-Read vs. Programmatic Audio

35:35: This is the Real Difference Between Radio and Podcast Ads

39:57: How to Justify Audio Spend to Executive Leadership

40:60: Whether you should Move Marketing Budget Out of Meta and Into Audio

45:37: The Truth About Podcast Downloads as a Vanity Metric

Connect with Andy on Instagram @procopics or you can tune into his show Advice Accreditation Bureau on Apple Podcasts, Spotify, and YouTube.

If you want to future-proof your visibility, head here to talk directly with our team about an AI Search Audit.

If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow and subscribe because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

You can go from unranked to the first page of Google in one day now … if you use AI properly. But this is like the golden days of search, the tactics available now probably won’t last forever and there is a limited window where you can influence what AI tools share about your brand AND impact your ranking significantly … if you do the strategies in this episode. 

Because today I’m talking to Jeremy Cabral, co-founder of Finder to unpack the shift from traditional SEO to AI search and what the best marketers are already doing to show up first across every platforms. 

We talk about why SEO is still important, how ChatGPT and other answer engines build consensus about your brand, and why seemingly random Reddit threads, reviews, listicles and comparison sites can now influence whether you get recommended.

We also put the theory to the test, asking Claude, Gemini and ChatGPT for the best nearby pizza restaurant and uncovering why the same small business appears across all three (and how you can implement it) 

You’ll hear: 

00:00 Why search has fundamentally changed 

00:57 The move towards zero-click answers 

02:07 What brands should optimise for now 

03:13 How AI answer engines construct responses 

05:48 Auditing what AI says about your brand 

07:11 How to increase your chances of being recommended 

10:49 How to track your visibility across Google, ChatGPT and Claude 

12:52 What roles do agencies play in an AI future?

16:45 Questions every marketing team and agency should be asking 

21:05 Why your website’s next major user could be an AI agent and how to prep

24:17 Brands already doing AI search well 

25:15 How to get GOOD AI written content

31:14 Claude vs Gemini vs ChatGPT: the live pizza test 

37:03 How Jeremy uses AI every day 

40:23 How marketing teams need to adapt

Connect with Jeremy on Linkedin or Instagram 

If you're ready to start seeing growth in your franchise every single year then head over to IG @tfm.digital and DM us RECRUITMENT to grab a copy of our franchise development playbook. If you want the TLDR of what you should actually care about, you're in the right place. 

Hit follow because you're not gonna wanna miss these episodes.

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠ 

How do you go from sweating bullets in a market tin shed ready to quit, to handing Justin Bieber $10,000 cash and building a $600M+ street style retail empire?

In this episode, Culture Kings founder Simon Beard tells us how he built high-energy, world-famous retail destinations while scaling to over $100M a year online.

He breaks down the exact playbook Culture Kings used to engineer viral experiences, turn store floors into arcade gamification hubs, and rewrite the rules of modern customer acquisition. Plus, Simon drops raw, unfiltered takes on why traditional loyalty programs are dead and the #1 ad mistake wrecking your Meta accounts.

If you run an e-commerce brand, buy media, or want to turn products into emotional movements, this is your masterclass.

Key moments:

00:00: The Market Shed Breakdown That Built a $600M Empire

6:07: How Culture Kings Scaled Past $100M Online

16:33: What Turning Stores Into Arcade Gamification Hubs Does for Sales

18:56: Why Traditional Loyalty Programs Are Dead (And What to Do Instead)

25:37: How $10,000 Cash to Justin Bieber Created Millions in Free PR

30:40: Stop wasting ad spend by fixing the #1 media buying mistake brands make today.

33:31: How to Completely Rewrite the Rules of Modern Customer Acquisition

40:26: How AI and Dynamic Content Scaling Are Changing D2C Marketing

Connect with Simon Beard on LinkedIn or follow his journey on Instagram.

If you want the TLDR of what you should actually care about, you're in the right place. 

Every brand wants to talk to young Australians … Almost none of them have asked one.

Sam Koslowski co-founded The Daily Aus at 22 with Zara Seidler. It's now the most read independent news source in Australia, and for 70% of its audience it's the only news they read at all. 

So today I’m talking to him about what Gen Z actually want and are thinking right now, and what most brands get wrong when they start trying to talk to this audience. 

You’ll learn:

Chapters

00:00 Why every brand is getting young Australians wrong

00:51 Inside The Daily Aus

07:31 The fastest way to destroy trust

09:54 Why brands get it wrong

14:32 Never do this when following ‘trends’ 

15:49 The attention span myth

19:00 Which channels to focus on if you’re trying to talk to a younger audience 

23:38 How TDA changed it’s approach to marketing and reporting 

28:45 What Future Proof found about AI at work

32:32 This change is the reason 88% of Gen Z consumers would choose a brand 

37:36 The best ways to use AI in media 

43:17 What you should never use AI for 

45:30 The Effing Truth

If you want the TLDR of what you should actually care about, you're in the right place, make sure you’re following because you won’t want to miss our next few episodes. Check out the latest episodes here https://tfm.marketing/tfm-marketing-podcast/ 

See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠ 

Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠ 

And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠