That F*cking Marketing Podcast

Want the Cult Brand Framework behind some of the biggest brands? Grab The Playbook here

You're spending more on Meta every month … but is any of it building a brand?

This week brand strategist Britt Austin, who has built brands at Apple, Puma, Rebel Sport and EA, breaks down why she calls performance marketing dirty money, the five-part framework behind cult brands like Apple and HYROX, and how one runner got Puma into Rebel after years of no (and what they did next)

We talk about:

🎙️Where to spend $5 to 10K a month on brand (it's probably NOT more ads 😱)

🎙️How a franchisee can own their postcode with the head office brand

🎙️Why the brands that never discount on Black Friday, and what it does instead

🎙️The two questions that show if your brand and performance teams are working against each other

🎙️The founder posts that cheapen your brand

You'll hear:

00:00 Why a Brand World Makes Your Performance Marketing Cheaper

01:46 The Cult Brand Framework Behind Apple and HYROX

05:25 Changing Your Brand Every 3 Months Is Burning Your Budget

09:40 How a Franchisee Can Own Their Postcode

11:11 Got $5 to 10K a Month for Brand? Spend It Here First

15:06 The Founder Post That Cheapens Your Brand

16:20 The Logo Test

20:03 Why Performance Marketing Is Dirty Money

22:52 What Discounting Does to your Brand

26:12 Don't Do Black Friday. Here's What to Do Instead

28:56 The Apple Trick that Lifts AOV

30:12 How One Runner Got Puma Into Rebel After Years of No

38:09 The Referral Program That Turns Buyers Into Your Sales Team

40:10 Opening a Chicken Shop Tomorrow? Start Here

43:51 The Effing Truth: Billboards, Discounts and Your Dad's Makeup

Connect with Britt on Instagram or visit State of Brand

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If you enjoyed this episode, check out our episode with Jonathan Rolley on the hidden psychology behind advertising that converts:

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Want the exact framework Hive HQ uses to turn PR and events into sales? Grab The Playbook here

You can get millions in reach … but did any of it actually generate sales? 

This week Hive HQ's Jessy Marshall, the publicist behind launches for Naked Sundays, Bangn Body, Bouf and The Breakout Hack, breaks down why she ignores reach and impressions, why editors open her email before anyone else's, and how a gifted product ended up on Khloe Kardashian's story (and what they did next) 

We talk about 

🎙️How to pick a PR agency that already has your editors in its black book (it’s probably NOT going to be Hive HQ 😱)

🎙️When a B2B brand should chase trade press over mainstream titles

🎙️How Indy Clinton went from paid partner to equity partner

🎙️The RSVP formula Jessy uses to fill a room

🎙️The one word that gets your pitch deleted

You'll hear:

00:00 The thing that Put Naked Sundays in Khloe Kardashian's Hands

02:39 Why Community Events Now Beat Influencer Events

06:04 The AI Brand Leaving Spelling Mistakes In on Purpose

07:10 Why Editors Open Her Email Before Yours

10:26 Founder Brand or Product Brand: Which Goes First?

12:21 Tried PR and It Flopped? You Hired the Wrong Black Book

14:05 Trade Press or Mainstream: Where B2B Brands Should Pitch

20:08 Why Bangn Body Gifted Its Entire First Run

21:27 How to Get Creators Posting When a Free Product Isn't Enough

25:10 How an Indy Clinton Partnership Turned Into Equity

30:35 The One-Hour Photo Rule Event Teams Forget

34:08 The Launch With No Tables, No Chairs and No Napkins

38:01 Invite 60 to Fill 20: The RSVP Formula

44:53 How to Turn a Three-Hour Event Into Sales

48:39 The One Word That Gets Your Pitch Deleted

48:57 Why PR Value Reports Need to Go

See the two Bouf launch events here (original launch and men’s launch), and read about Rhode’s Australian launch here.

Connect with Jessy on Instagram or visit Hive to learn more

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Follow the Show & Team:

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

Hit follow and subscribe so you don't miss an episode!

Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Want the playbook for overhauling your personal brand? Grab it here.

What's the difference between a personal brand … and a performance lead personal brand? And with more content being produced than ever before do you and your brand need to invest in creating brands for every employee as well as your business?

Today we’re talking to Callum Izzard who you might recognise from one of the 15+ TV Shows he’s been on. He now runs Vyre, a Content and Marketing Agency for some of Dubai's top agents and founders.

They’ve generated content that's taken an account from under 100 followers to over 28,000 in 60 days but more importantly, it’s grown their business as well. 

We talk about: 

🎙️How to use content to stand out in a saturated market

🎙️Should you use AI in your content creation?

🎙️Why you’ve felt awkward recording on camera before

🎙️The one thing 99% of founders miss in their content (including me) and how to fix it

You’ll Hear:

00:00 Why 13,000 New Competitors Are Entering the Market

01:07 From UK Reality TV to Launching a Dubai Marketing Agency

03:28 The Dubai Mindset Shift

05:07 How to leverage PR and attention for your business

08:15 Why 80% of Your Followers Don't Matter (And How to Target Your Niche)

10:25 What to do if you (or your team) are camera shy

13:26 What Is Performance-Led Personal Branding? (The 8-Pillar System)

16:16 How to optimise for conversions

19:16 The industries that must Build Personal Brands

22:13 How should you split Company Brand and Personal Brand Marketing Budgets

26:13 The type of content that performs the best if you’re looking to build trust

28:35 How One Client went From 96 to 28,000 Followers in 90 Days

30:44 Live Audit of Taylors Instagram Profile (don’t miss this one!)

35:38 The impact of using AI in your content

36:18 The #1 Video Every Founder Must Make

37:32 The Truth About AI Avatars

38:47 Callum’s Golden Rule for Anyone Scared to Start

Connect with Callum over at https://www.instagram.com/callumalexandre/?hl=en or https://www.instagram.com/vyredxb/ 

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If you enjoyed this episode, check out our episode with Caroline Oates from Youtube on Apple, Spotify or Youtube

Follow the Show & Team:

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

Hit follow and subscribe so you don't miss an episode!

Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

Want the exact framework Snap Inc. uses to turn Snapchat into a high-converting attention engine? Grab The Snapchat Marketing Playbook here.

Snapchat reaches around 90% of Australians aged 16–24, but its audience extends well beyond Gen Z

Snapchat's Head of Agency & Large Customer Sales, Clare Rudduck, breaks down why traditional social media feeds are suffering from an "AI slop" problem and why 8 million Australians are actively choosing Snapchat instead. 

Discover how brands are using hyperlocal map monetisation, AR gamification, and raw UGC to capture undivided consumer attention. From driving a 30% footfall lift for retail giants to building future demand with authentic employee advocates, this conversation reveals how to win with Gen Z without relying on polished, over-produced campaigns.

You'll hear:

00:00 Why 8 Million Australians Are Using Snapchat 40 Times a Day

You can connect with Clare on LinkedIn or visit snap.com to learn more about Snapchat. 

—

If you enjoyed this episode, check out our episode with Caroline Oates from Youtube on Apple Spotify or Youtube

Follow the Show & Team:

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

Hit follow and subscribe so you don't miss an episode!

Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

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.

Follow the Show & Team:

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

Hit follow and subscribe so you don't miss an episode!

Enjoying the show? Leave us a 5-star rating and review on Apple Podcasts or Spotify!

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

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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