In this episode, Conor, Dan, and Jasper dive into the latest trends in the streaming industry, discussing how platforms like Netflix and Disney Plus are evolving towards profitability and profitability metrics. They also explore the impact of legacy brands like Sprite and Dr. Pepper reigniting historic campaigns to connect with newer generations. Additionally, the team talks about the importance of integrating connected TV into advertising strategies and how modern brands can stay culturally relevant. Finally, the conversation touches on the expansion of marketing APIs to platforms like Threads and the ongoing evolution of AI in advertising. Join us for an insightful discussion powered by tracksuit data!

02:21 The Streaming Wars: Profitability and Market Saturation

04:17 Demographics and Streaming Preferences

06:06 Advertising in the Streaming Era

07:25 The Rise of Connected TV

12:39 Personal Preferences in Streaming Services

14:26 Sprite's Nostalgic Marketing Strategy

25:20 Threads: The New Social Media Contender

30:34 The Role of AI in Marketing

Adweek Article Referenced: https://www.adweek.com/convergent-tv/netflix-ads-ai-puts-brands-in-shows/

Check out gotracksuit.com

Dan Fleming & Jasper Skinner are on LinkedIn - connect & meet

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What happens when you give teams of young marketers just two days to tackle a cause-led brief? This episode pulls back the curtain on Ireland’s 2025 Young Lions winners and their razor-sharp responses to the Spinal Injuries Ireland brief.

You will

• Hear how teams went from blank page to game-changing idea in 48 hours—then how they’re honing that discipline for a 24-hour sprint in Cannes.
• Hear about the winning ideas, from a crowdsourced AI route planner built on Google Maps, to a double-page “wheelchair ruler” print tool, discover how smart simplicity and genuine insight spark real behaviour change.
• Hear their views on our industry today, the industry they are shaping and get their unfiltered takes on AI’s role in creativity, the shifting media landscape and why “autopilot” thinking is the real obstacle.

👍 Like, ★ rate and share with a fellow marketer hungry for a challenge.

The Cannes Sessions are brought to you by Freedman International.

Thanks to IAPI and my guests on this episode:

Gabriella Pricop & Eimear Byrne

Katie Bradley & Damien Biggins

Fiona Peppard & Deirbhile Brennan

Joy Nelson & Caitlín Roarty

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In this episode of The Singles we focus on DoorDash's acquisition of Deliveroo, the marketing strategies of La Roche-Posay's sunscreen, and Lego's innovative activation at the Miami Grand Prix. The discussion delves into the competitive delivery market, analysing how DoorDash's acquisition of Deliveroo positions it within the UK market and the broader implications of this move. For the sunscreen segment, they examine La Roche-Posay’s campaigns to counter sun safety misinformation on platforms like TikTok and their partnerships with events like the US Open. The episode also highlights the intersection of nostalgia and modern branding with Lego's life-size, drivable Formula One cars at the Miami Grand Prix, enhancing brand engagement across various demographics. Additionally, the importance of customer-centric marketing, brand building, and utilizing Tracksuit's data-driven insights is emphasized, showcasing how brands can thrive in today’s competitive landscape.

02:21 Deliveroo and DoorDash Acquisition

06:31 Consumer Loyalty in Delivery Apps

13:56 Sunscreen Marketing Insights

23:20 Lego at the Miami Grand Prix

26:21 F1's Brand Collaborations

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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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