By Conor Byrne
The podcast currently has 113 episodes available.
In this episode, Peter Markey, Chief Marketing Officer of Boots & 2023 Marketer of the Year talks about how he is managing the legacy of the 175 year old Boots brand and making it a brand that WOWs in 2024. Peter generously shares his extensive journey and experiences leading some of the UKs biggest brands, shedding light on his strategic approach to maintaining brand relevance, leveraging data, and emphasising commerciality. We discuss the crucial role of empathy in leadership and how it influences innovative marketing campaigns like the 'Love Island' partnership that Boot UK has championed. Furthermore, Peter opens up about how his passion for improv comedy and music improv invigorates his professional creativity and adaptability. Through exploring his strategies for navigating marketing trade-offs, continuous customer engagement, and adapting to the ever-evolving landscape of marketing, Peter offers invaluable insights. And we get to talk about the future potential of AI in marketing. We also go back in time and talk about an interview Peter gave in 2009 where he is talking about some of the concepts that were later to be become mainstream thinking. Oh and we also get to chat about Queen Camilla and 80s music. This episode is a goldmine for marketers eager to learn from a seasoned expert about thriving amidst change and driving growth.
01:57 Leadership and Marketing Strategies
02:01 Insights on Data, Tech, and AI in Marketing
06:40 Personal Career Challenges
08:42 Navigating Redundancies and Career Transitions
12:11 Sector Experience and Marketing Versatility
21:45 Brand Purpose and Organizational Alignment
24:33 Boots' Legacy and Future Vision
28:13 Final Thoughts and Reflections
35:38 The Commitment to Being a Good Example
35:50 Debating Purpose and Financial Confidence
36:49 The Power of Long-Term Purpose
38:16 Creative Options and Purpose Work
39:37 The Success of Boots' Summer Campaign
41:52 The Importance of Team Input
47:59 Boots' Strategic Partnerships
52:43 Navigating C-Suite Relationships
58:05 Staying Close to Customers
59:11 The Value of Improv in Leadership
01:02:32 Evolving Marketing Strategies
01:04:23 Future Focus: Growth and AI
Get in touch with That's What I Call Marketing to find out about sponsorship opportunities. https://www.thatswhaticallmarketing.com/sponsor
Check out host Conor Byrne https://www.linkedin.com/in/conorbyrne/
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As I continue to invest time in AI and discover the impact and implications it is and will have on our industry, I have used NotebookLM to create this discussion based podcast episode based on the September Newsletter. I would love to get your thoughts on it, please leave a comment.
I will upload the regular audio file as well.
In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark.
Some standout campaigns? Well, Tesco’s homewares range goes all high fashion, brought to life by BBH London with some truly slick OOH work. We’ve also got G-Star RAW teaming up with Olympic gold medallist Rhys McClenaghan in a fragrance-style spot that’s dripping with effortless cool. And then there’s John Lewis, slowly building to its Christmas crescendo with a new three-part campaign kicking off with a nod to its century-spanning heritage.
But it's not all about the big brands. Tombola’s fun and surreal ad starring comedian Jo Griffin breaks the mould in the hyper-competitive online bingo space, while Firehouse Subs deliver laughs with their return of the ‘Hot Sauce Table’ in a spicy series of ads. Oh, and can we talk about AI? From Adidas experimenting with AI-driven ads to Viant launching ViantAI, the future of AI in marketing is a hot topic that won’t go away (even if it sometimes feels like we wish it would!).
As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message.
So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month!
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Check out the newsletter here for supporting charts and links: https://www.thatswhaticallmarketing.com/post/top-of-the-marketing-charts-sept-2024
In this edition of That’s What I Call Marketing, we take a look back at what hit the top of the marketing charts in September. There’s a lot to unpack, from campaigns that caught my eye to debates that will get you thinking. We dive into some big questions around attribution—Analytics Partners ask if it’s doing more harm than good—and data-driven targeting, where Jon Bradshaw reckons the martech industry might be missing the mark.
Some standout campaigns? Well, Tesco’s homewares range goes all high fashion, brought to life by BBH London with some truly slick OOH work. We’ve also got G-Star RAW teaming up with Olympic gold medallist Rhys McClenaghan in a fragrance-style spot that’s dripping with effortless cool. And then there’s John Lewis, slowly building to its Christmas crescendo with a new three-part campaign kicking off with a nod to its century-spanning heritage.
But it's not all about the big brands. Tombola’s fun and surreal ad starring comedian Jo Griffin breaks the mould in the hyper-competitive online bingo space, while Firehouse Subs deliver laughs with their return of the ‘Hot Sauce Table’ in a spicy series of ads. Oh, and can we talk about AI? From Adidas experimenting with AI-driven ads to Viant launching ViantAI, the future of AI in marketing is a hot topic that won’t go away (even if it sometimes feels like we wish it would!).
As always, we’ll also look at a few creative stunts, like Pizza Hut’s genius move of printing job seekers’ CVs on pizza boxes—guaranteed to get attention. Plus, a clever campaign from Dad Shift pushing for better paternity leave in the UK using statues in central London as part of their message. So grab a cup of tea, dive in, and don’t forget to leave a comment with what caught your eye this month!
Hosted on Acast. See acast.com/privacy for more information.
Greta Hammel is CMO of Promise Gluten Free Bread & Gallaghers Bakehouse. Greta is a seasoned marketing expert with incredible experience in global brands like Cadbury and Philadelphia. Greta shares her invaluable insights gained from years of experience in both large multinational corporations and smaller, scaling organisations. The discussion delves deep into her journey from working in major global markets to her current role in leading the innovative gluten-free brand, Promise Gluten-Free. We talk about being at Cadbury during the iconic Gorilla ad campaign and the impact that had on the brand, a massive turnaround in fortunes. We chat through Greta's hands-on experience in navigating cultural and market-specific challenges across Europe to address specific market business challenges with a consistent brand strategy that allowed space for nuanced executions.
Leveraging her experience Greta transitioned into a smaller, but rapidly growing, brand in Ireland. Greta discusses how she applied her extensive skills to rebrand and reposition Promise Gluten-Free and Gallagher's Bakehouse, emphasising a consumer-centric approach backed by in-depth research. She discusses the challenges and rewards of this transition, particularly focusing on the importance of understanding local markets and making precise, impactful marketing decisions with limited resources.
Conor and Greta explore the impressive growth and success of Promise Gluten-Free, highlighting its expansion into international markets like Canada, where it now holds the number one position in the gluten-free bread category. Greta's strategic leadership and consumer insight-driven marketing campaigns have been pivotal in this growth.
This episode is insightful for marketers working in growing and scaling brands, offering practical advice on balancing big-brand principles with the agility required in smaller organisations. Greta's experience underscores the importance of a solid product foundation, meticulous market research, and tailored marketing strategies to drive brand success both locally and globally. Don't miss Greta's compelling story and the wealth of knowledge she brings to the table. Whether you're a C-suite executive or an aspiring marketer, this episode offers valuable lessons on brand growth, consumer engagement, and global marketing strategy.
01:24 Greta Hammel's Career Journey
06:08 Insights from Cadbury's Gorilla Ad
18:46 Navigating Brand Strategy Across Markets
24:08 Transition to Promise Gluten-Free
29:29 Relaunching Gallagher's Bakehouse
30:30 The Gluten-Free Revolution: Addressing Consumer Needs
32:18 Innovative Product Development and Packaging
33:18 Market Transformation and Growth
35:04 Maintaining Premium Brands: Promise and Gallagher's
36:25 Sourdough Success
38:13 Creative Marketing Strategies
43:37 Expanding into North America
49:27 Award-Winning Marketing and Team Dynamics
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In this episode of 'That's What I Call Marketing,' host Conor Byrne is joined by CEO of the Marketing Institute Shane McGonigle & Damian Devaney Partner at TBV Global, to talk about Total Brand Value. Sharing a passion for elevating marketing and helping develop world class marketers this episode covers the transformative value of brand and the important role of brand management.
This isn't about soft fluffy brand stuff that gives marketing a bad name and allows some commentators spout misinformation about the death of brand. No this is about understanding the true meaning of brand and brand value. The episode explores the importance of cross-functional alignment within organisations for effective brand management.
The discussion takes a deeper dive into the relevance of branding beyond just marketing, targeting not only marketers but also CEOs and CFOs. We challenge common misconceptions about branding, emphasising its vital role in building a company's reputation and aligning all departments to work towards a unified brand promise. The episode is rich with anecdotes and practical insights, such as the critical distinction between brand image and brand identity, and how strategic brand management can be a significant driver of commercial success.
This episode is a must-listen for anyone looking to understand the intricacies of effective marketing and strategic brand management. It offers valuable perspectives on how education, continuous learning, and a structured approach to branding can equip marketers to drive significant growth and performance. Whether you are a CEO, CMO, or an aspiring marketer, this episode provides actionable insights to enhance your strategic capabilities and contribute to your organization's success.
00:00 What do these guests know about Total Brand Value?
20:23 The Growth Potential of Small Brands
21:34 The Importance of Brand Management
22:06 Leveraging Small Budgets Effectively
22:53 Integrating Marketing Across the Organization
23:26 Tools for Brand Positioning and Growth
25:51 The Role of Training in Marketing Success
27:25 Case Studies: Real-World Marketing Plans
33:04 The Commercial Mindset in Marketing
37:33 Effective Growth Strategies
40:25 MII Course Information
Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/
Thanks to today's show sponsor CPL Marketing Recruitment
Get in touch email
Listen to all episodes here
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In this episode of 'That's What I Call Marketing,' host Conor interviews Professor Prof. Koen Pauwels, a distinguished marketing expert from Northeastern University in Boston. The conversation delves into various aspects of marketing, including consumer behaviour, global branding challenges, impactful strategies, and the importance of understanding historical marketing theories to tackle modern marketing complexities. Prof. Koen Pauwels shares his extensive academic journey and consulting experience with renowned companies, providing valuable insights applicable to both large corporations and small businesses. The discussion also touches on the role of marketing technology, the balance between short-term and long-term strategies, and the nuanced trade-offs between privacy, pricing, and convenience in consumer decision-making. Whether you're a seasoned marketer or a newcomer, this episode offers a wealth of knowledge and practical advice to enhance your marketing approach.
01:41 Discovering Marketing
04:19 Consumer Behaviour Insights
05:40 Global Brands and Market Entry
09:12 Marketing Beliefs and Theories
19:43 Working with Companies
24:07 Marketing Technology and Attribution
28:01 Understanding Consumer Privacy Preferences
30:01 Amazon's Lookalike Audiences
32:52 The Importance of Marketing Benchmarks
35:20 Advertising Effectiveness and Strategy
42:16 Advice for Small Brands and Startups
48:35 Skills for Future Marketers
This episode is brought to you by CPL Marketing Recruitment
Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/
Get in touch email
Listen to all episodes here
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Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field.
00:45 The Evolution of Video and Clientele
03:08 Transition to Client-Side Roles
07:14 Global Market Dynamics
13:26 Importance of Media and Commercial Strategy
16:43 The Science of Sponsorship
22:39 Introduction to the Total Video Report
23:03 Origins and Evolution of the Total Video Project
25:47 Understanding Viewing Patterns Across Age Groups
29:03 Changes in Content Consumption and Market Dynamics
30:50 The Importance of Live and Non-Scripted Content
37:49 Challenges and Learnings in Media Research
41:02 The Role of Marketers in Media Measurement
Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/
Thanks to today's show sponsor Diplomat, the global brand agency
Get in touch email
Listen to all episodes here
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Explore the top marketing highlights from August. Dive into Sportsbet's engaging 'Elite Average Games' campaign, X's (formerly Twitter) legal battle to reclaim advertising revenue, and Teamwork.com's humorous take on client relations. Discover 'Who Gives a Crap's' unique sports sponsorship, Starbucks' new CEO appointment, Mars' acquisition of Kellogg's snack division, and Uber's venture into in-app advertising. Learn about Guinness' Premier League sponsorship, the latest from Snoop Dogg with Solo Stove, McDonald's Japan's ambitious AI ad campaign, and Cristiano Ronaldo's YouTube milestone. Plus, find out how Dunkin' Donuts is leveraging star power, HelloFresh's global campaign, and revisit the iconic British Heart Foundation ad with Vinnie Jones. And don’t miss insights into Steven Bartlett's controversial ads, and more, in this packed episode with actionable marketing strategies and lessons.
00:00 Introduction to the Podcast
00:20 Community Engagement and Support
00:56 Sportsbet's Elite Average Games Campaign
02:39 X's Legal Threats and Advertising Challenges
04:30 Teamwork.com's Client Part Two Campaign
05:55 Who Gives a Crap's Unique Sponsorship
07:11 Starbucks' New CEO and Controversial Commute
08:50 Uber's Revenue Diversification
10:30 Mars Acquires Kellogg's Snack Division
12:00 Guinness' Premier League Sponsorship
14:00 Dunkin' Donuts and The Instigators
14:56 Snoop Dogg's Solo Stove Campaign
15:39 McDonald's Japan AI Ad Campaign
17:42 Steven Bartlett's Influencer Controversy
19:23 Cristiano Ronaldo's YouTube Strategy
20:55 HelloFresh's Global Campaign
22:15 Oasis Reunion Marketing Genius
23:43 Curry's Gen Z Social Media Campaign
24:06 British Heart Foundation's CPR Campaign
25:24 DNA of Distinct
28:48 Recent episode recap and new sponsor announcement
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Another two part episode to conclude our Cannes Sessions. First up is James Hurman, founder of Previously Unavailable and Co-Founder of Tracksuit and he is followed by Jimmy Knowles of Canva.
Part One
James Hurman returns as a guest to That’s What I Call Marketing, we met to discuss his book Future Demand, which is a great read I would highly recommend and I wanted to catch up with James to chat about how Future Demand has really captured the imagination as an important way to reframe conversations. We chat about James’s presentation at Cannes carried out by Tracksuit and presented alongside TikTok and James explains the implications of this research and how the study concluded that brand awareness significantly impacts growth efficiency and conversion rates, which was consistent across both Amazon and TikTok. High brand awareness correlates with better performance marketing results, emphasising the importance of building brand awareness to sustain profitable business growth. I also ask James his views on Mark Ritsons views on smaller brands remaining small, James counters that with the right strategy, small brands can indeed evolve into large brands, albeit with successive and creative efforts. The conversation touches on the critical role of educating finance and venture capital communities on the value of brand-building, emphasising the need for data-driven approaches to justify marketing investments. They stress the importance of aligning marketing strategies with financial metrics to gain broader organisational support. The discussion wraps up with reflections on the role of creativity in marketing acknowledging that while brand-building efforts must be measured and justified, creativity remains a powerful tool for driving business growth and engaging audiences.
Part Two
Jimmy Knowles heads up experiential at Canva. Now Im a bit of a Canva super fan, I love the product, I am able to do so much because of it that I truly would not be able to do if I wasnt using it. So I was really looking forward to meeting Jimmy and talk about the Canva rocketship and its 10 year overnight success. And then get to talk about the now infamous Canva Create Rap that Jimmy and the team created to launch their enterprise product. It says a lot about the culture of Canva that they chose a rap battle to launch an enterprise product, it got massive pick up, something most product launches cant say. Great to get an insight into how Canva thinks about these things, its definitely a disruptive product and they think about continuing to disrupt the market.
PART ONE
00:32 Discussing Performance Marketing
01:24 Insights from Tracksuit's Research
03:19 Brand Awareness and Conversion Rates
05:06 Challenges for Small Brands
06:42 The Importance of Creativity in Marketing
09:19 Educating Finance on Marketing
17:53 The Rise of AI in Marketing
23:35 Dissecting Scott Galloway's Marketing Views
24:43 The Power of Advertising in Tech Giants
25:28 The Risks of Misleading Marketing Advice
PART TWO
27:37 A Conversation on Canva's Growth
29:49 The Canva Experience: Empowering Creativity
34:23 Canva's Global Strategy and Local Adaptation
39:51 Innovative Product Launches: The Canva Way
50:01 The Future of B2B Marketing with Canva
The Cannes Sessions are brought to you by Freedman International.
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Jon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently. Now getting into the conversation we have, we of course talk about their journey at LinkedIn and why they decided to leave. We dive into the core principles that guided their work at the B2B Institute, including the influence of Ehrenberg-Bass and Binet & Field on marketing effectiveness. They reflect on the impact they had at LinkedIn, helping elevate B2B marketing, and how they perceive the opportunities in B2B sector growth compared to B2C. They explain the challenges they faced with scaling traditional market research in the B2B sector, citing its high costs and slow pace. This led them to explore and adopt 'Synthetic Research' as a scalable solution that leverages AI to mimic customer responses accurately and cost-effectively - it is fascinating. We discuss how their new company Evidenza aims to build finance-friendly marketing plans using synthetic research. This method allows marketers to generate reliable insights quickly and more affordably, democratising access to robust market research. They emphasise the importance of asking the right questions and how synthetic research can help marketers avoid limitations like 'survey fatigue' and 'survey remorse.' Jon and Pete also explore the unique benefits of working independently after leaving LinkedIn, highlighting their newfound creative freedom and ability to directly apply marketing theories to their business. Their vision for Evidenza is fascinating and speaking to them about it, the passion is incredible, their innovative approach is set to revolutionise the field by making customer insights more accessible, faster, and cost-effective.
00:16 Uncensored CMO comments rectified
01:10 Leaving LinkedIn: The Big Decision
01:28 Challenges in B2B Marketing
09:44 Global Marketing Insights
12:50 The Role of Finance in Marketing
16:12 Brand Consistency vs. Change
19:22 Introducing Evidenza
22:30 The Importance of Asking the Right Questions
22:38 A New Way of Marketing
23:36 Synthetic Research: Faster and Cost-Effective
24:29 Creating Synthetic Samples
25:55 Comparing Synthetic and Traditional Research
30:28 The Flexibility of Synthetic Research
33:24 Democratizing Market Research
43:01 Global Reach and Future Potential
45:12 Transitioning from LinkedIn to Startup
The Cannes Sessions are brought to you by Freedman International
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The podcast currently has 113 episodes available.