Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.

Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-world problems, leading to a successful campaign that dramatically increased blood donations.

He explains how applying the findings of 1960s behavioural studies to modern marketing challenges opened up a whole new world for him, shaping his career focus. Richard provides a compelling case study of Avis’s famous "We Try Harder" campaign, demonstrating how admitting a flaw can make a brand more appealing. He links this to the pratfall effect, where admitting a minor flaw can make people perceive you as more genuine and trustworthy.

Richard talks about the limitations of traditional marketing research methods like surveys and focus groups. He stresses the importance of experimentation and real-world testing to get more accurate insights into consumer behaviour. He introduces the concept of "Mandic Testing," a method of applying A/B testing to surveys to get more accurate insights. This helps in isolating the variables that truly influence consumer behaviour.

This episode is packed with actionable insights and real-world examples, making it a must-watch for marketers looking to understand the science behind consumer behaviour.

PreOrder Hacking The Human Mind Here https://www.amazon.co.uk/Hacking-Human-Mind-behavioral-science/dp/1804091324

Check out Richard's other books and consultancy here https://www.richardshotton.com/

02:56 Early Career and Frustrations

03:23 The Blood Donation Brief

04:54 Discovering Behavioural Science

05:53 The Role of Randomness in Career Paths

08:37 Generational Differences and Social Proof

11:42 The Power of Admitting Flaws

15:54 The Importance of Distinctiveness in Advertising

23:27 Challenges in Marketing Research

29:04 Testing Social Proof in Marketing

29:28 Applying AB Testing to Surveys

30:07 Case Study: Car Pricing Perception

32:40 The Rule of 100 in Discounts

36:24 The Impact of Discounting on Perceived Quality

39:55 Reframing Low-Cost Brands

41:06 The Power of Language in Marketing

45:36 Anchoring and Price Relativity

51:44 Fairness in Pricing Strategies

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The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment

Dive into the latest marketing campaigns and strategies from challenger brands making waves in their industries. They start by discussing VRBO's bold billboard campaign against Airbnb and analyze the data behind both companies' performances in the accommodation services category. The conversation also highlights historic brand rivalries, like Burger King vs. McDonald's, to understand how competition can create consumer drama and excitement.

Next, they shift focus to Liquid Death, the irreverent water brand known for its quirky and humorous advertising. The discussion covers their strategic sponsorships, top-of-funnel awareness, and the importance of emotional consumer connections. The hosts also touch upon the recent documentary-style success of Wrexham AFC under the leadership of Hollywood stars Ryan Reynolds and Rob McElhenney.

Closing the episode, they explore a genius product placement by Google Pixel during the Liverpool FC Premier League win celebration, emphasising the significance of creative and impactful marketing tactics. Tune in for a comprehensive analysis of these fascinating marketing stories and to discover what makes challenger brands stand out in today's competitive market.

02:43 Airbnb vs VRBO: A Marketing Rivalry

06:24 Brand Rivalries and Marketing Tactics

15:35 Liquid Death: Disrupting the Water Category

23:46 Wrexham AFC's Football Fairytale

29:10 Google Pixel & That Mo Moment

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What happens when you give a marketer full creative freedom, a food truck, and no permit? You get a marketing lesson you’ll never forget.

In this episode of That’s What I Call Marketing, I’m joined by Ran Avrahamy, Chief Marketing Officer at AppsFlyer, who shares the wild journey of building a global brand—from a 13-person startup to a team of over 100 marketers across 20+ countries.

We talk about:

• Why there’s no playbook for marketing success—and why that’s a good thing
• The power of creative risk-taking (including his near-arrest in San Francisco)
• How to build culture that scales without turning boring
• The constant tension between global brand consistency and local market relevance
• His simple but powerful decision-making lens: “Is it reversible?”
• And how his team is actually using AI—beyond the buzzwords

Ran also opens up about the real challenges of leadership, keeping fun in the process, and why marketers need to embrace chaos, not fear it.

If you're navigating brand-building, scaling teams, or just trying to figure out what the hell to do next—this episode is full of useful, human, honest insight.

🔗 Follow, rate, review and share with the marketers in your life.

📬 Want to work with That’s What I Call Marketing? Sponsorship enquiries: LinkedIn @ConorByrne

#MarketingPodcast #AppsFlyer #B2BMarketing #MarketingLeadership #AIInMarketing #BrandBuilding #CMO

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nd sales. We go on to discuss Tesla's customer funnel issues and consider the broader implications of celebrity leadership on brand perception. Moving forward, we examine Puma's largest global campaign and its attempts to connect with its audience amidst stiff market competition. Lastly, we discuss Bonds, the iconic Australian brand, and its strategy to break into the U.S. market with a new campaign featuring Robert Irwin. The episode is filled with insights into how data-driven analysis can reveal the underlying truths behind these brand stories.

02:11 The Elon Effect on Tesla

03:53 Challenges in Tesla's Brand Perception

05:49 Celebrity Leadership and Brand Impact

11:16 Puma's Go Wild Campaign

17:28 Bonds' Expansion into the US Market

Don’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard.

Jasper: https://www.linkedin.com/in/jasperskinner/

Dan:https://www.linkedin.com/in/dan-fleming-a15854118/

Conor: https://www.linkedin.com/in/conorbyrne/

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In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling.

00:28 Rory's Career Journey

00:42 Guinness Made Of More Campaign Insights

01:31 Creative Challenges and Solutions

03:37 The Energy of Guinness Ads

04:12 The Sapeurs Campaign

06:47 Client and Agency Dynamics

07:27 Navigating the Creative Process

08:31 The Glass and the Clay Philosophy

10:00 Transition to Head of Strategy

12:35 Moving to New Zealand

15:43 Special Group's Success

18:29 Uber Eats Campaign

22:13 DB Export Campaign

25:40 Humor in Beer Advertising

30:50 Effectiveness in Advertising

34:43 The Role of AI in Advertising

35:14 Challenges and Opportunities with AI

41:26 Conclusion and Farewell

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In this episode of 'That's What I Call Marketing, The Singles,' we take a look at the latest hot marketing topics with Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the brands that are loved by Brits, insights gathered after surveying over 6,000 UK consumers in five major categories: supermarkets, fast food, tea, biscuits, and beer. We discuss loyalty (yes loyalty) to Yorkshire Tea and McVitie's Biscuits. Given the amount of chocolate we see in supermarkets at the moment we chat about the category looking at Galaxy's brand growth, and Tony's Chocolonely's impact in the competitive chocolate market. And who isn’t thinking about summer holidays, so we look into the airlines and hear about British Airways' successful emotional advertising campaign and its transformation of the brand's image. Enjoy a detailed exploration of marketing insights and consumer behavior trends shaping the market today.

00:00 Introduction and Overview

00:24 The Brand Map of Britain

10:55 Chocolate Preferences and Market Insights

14:25 The Unique Brand Purpose of Tony's Chocolonely

19:12 British Airways' Emotional Advertising Success

26:57 Comparing Brand Strategies: Chocolate vs. Airlines

Don’t forget to visit gotracksuit.com to download the Brand Map of Britain and check out their amazing always on brand tracking dashboard.

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Guest Mark Shanley, creative director of Adam and Eve DDB talks us through his impressive career journey, from his early days in Dublin working at DDFH&B to handling major global campaigns for brands like Nike, Bud Light, and Amazon at Wieden and Kennedy in London. We kick off the episode with Marks Career Journey, his beginnings at DDFH&B in Dublin and his transition to London. Mark shares stories from his time at DDFH&B, including working on memorable ads for Fyffes bananas and collaborating with talented creatives. Mark talks about his move to London, his desire to work in top agencies, and the creative opportunities that led him to Wieden and Kennedy. We discover the challenges faced working on high-profile campaigns and how perseverance and hard work paid off, leading to successful ad projects for Nike and others. Mark reflects on the unique culture at Wieden and Kennedy, the intensity of working with prestigious clients like Nike, and the lessons learned.Before he transitioned to Adam and Eve DDB, he had hesitations about working in another agency, but he did join and was involved in some amazing campaigns like John Lewis home insurance ad, with a massive public backlash, that led to a 48% increase in sales. We talk about how a strategic pivot turned it into a memorable and successful ad. Conor and Mark delve into the impact of AI on the creative industry, its current limitations, and the potential future for AI in advertising. A wonderful episode with one of Ireland’s top creatives. 

00:50 Mark's Move to London and Widen & Kennedy

01:15 Campaign Highlights: Nike and More

01:53 Creative Work and Collaborations

03:43 Ambitions and Global Work

12:23 Burnout and Rediscovery During the Pandemic

21:28 Pro Bono Work and Special Olympics Campaign

23:09 Joining Adam and Eve

23:25 First Projects and Initial Challenges

24:00 The John Lewis Home Insurance Ad Controversy

26:35 Pulled Ads and Their Impact

28:24 The Pot Noodle Slurp Campaign

31:52 Adapting to Feedback and Making Changes

39:47 The Role of AI in Advertising

45:56 The Importance of Staying Current

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In this episode of 'That's What I Call Marketing,' Conor Byrne kicks off the new series 'The Singles,' focused on hot marketing topics with expert insights. Sponsored by Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the growth and impact of brands like Guinness, Nike, Poppi, and the rise of Reddit and Threads in the UK. For more on Tracksuit and to book your demo visit gotracksuit.com

00:00 Introduction to the Podcast and Series

00:48 Introducing Tracksuit and Its Benefits

01:44 Meet the Experts: Dan Fleming and Jasper Skinner

02:40 The Growth Journey of Tracksuit

05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness

10:28 Nike's Return to Greatness

16:04 Poppi's Acquisition by Pepsi

22:03 Reddit and Threads on the Rise

26:22 Future Episodes

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What happens when an insight from 20 years ago is still relevant today and the ad you made to support that insight 20 years ago is part of popular culture. You run it again of course.This episode of 'That's What I Call Marketing' delves into an inspiring conversation with Jonelle Ricketts, a dedicated IKEA marketer whose career has spanned continents and cultures. In her first podcast interview you will siscover her fascinating journey from Canada to the Netherlands, driven by a unique blend of personal heritage and professional ambition. Learn how Jonelle and her husband embraced a life-changing opportunity that began with a casual dinner in Copenhagen and led to various impactful roles within IKEA's global marketing teams.

Jonelle shares insights on the complexities and rewards of working at a global level, the importance of balancing local nuances with brand consistency, and the critical role econometrics play in optimizing media strategies. She also touches on her experiences with transitioning back to Canada, stepping into a leadership role with IKEA Canada, and leveraging innovative marketing strategies to navigate competitive and economic challenges. Don't miss this episode professional insights, personal anecdotes, and valuable lessons on brand building, market adaptation, and the evolving landscape of global marketing.

00:50 Working with IKEA in the Netherlands

01:49 Transition to Global Roles

04:41 Challenges in Global Marketing

07:18 Experience at BlackBerry

08:37 Returning to Canada

09:58 Joining Sephora and Returning to IKEA

12:29 IKEA's Presence in Canada

13:51 Competitive Landscape and Media Strategy

14:54 Focus on Affordability and Quality

17:58 Iconic IKEA Advertising

27:42 Balancing Global and Local Marketing

33:13 Innovative Media and Testing Strategies

39:53 The Role of AI in Marketing

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In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.

01:49 The Founding of Glendalough Distillery

02:18 Building the Glendalough Brand

04:18 Challenges and Successes in the Spirits Industry

06:31 Innovative Marketing Strategies

07:36 Lessons in Expanding to the U.S. Market

11:32 Crafting the Brand Identity

15:56 Innovating with Seasonal Gins

22:25 Going Global: Challenges and Triumphs

26:14 Targeting Key Bars and Liquor Stores

27:17 Social Media Strategies and Hard Work

28:01 Expanding State by State

28:45 The Turning Point with Mark Anthony

31:29 Managing a Global Brand

33:50 Reuniting the Team

36:21 Focusing on Key Markets and Products

47:15 Future Ambitions and Reflections

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