Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from Tracksuit, Conor Byrne is joined by Dan and Jasper to look back at Tesla, American Eagle, Rhode, and Deliveroo, six to nine months after the noise. Not opinions. Not predictions. Just evidence of where attention turned into demand — and where it didn’t.

Across very different categories, a consistent pattern emerges: “The campaign didn’t hurt sales — but the brand is weaker than it was.”

In this episode, we explore:

• Why Tesla still dominates innovation perception but is leaking trust and preference in both the US and UK
• How American Eagle’s controversial campaign held short-term revenue while brand fundamentals quietly eroded
• What Rhode’s acquisition by e.l.f. gets right — and the brand risks that come with scaling distribution
• Why Deliveroo, post-DoorDash acquisition, faces a preference problem in a category defined by low loyalty and easy switching

This is a conversation is about thinking about long-term demand, pricing power, and resilience not just quarterly performance. If you care about the gap between being noticed and being chosen, this episode is for you.

02:40 – Tesla: innovation without reassurance

11:40 – American Eagle: sales hold, brand weakens

17:45 – Rhode: scaling without dilution

23:05 – Deliveroo: preference in a default-driven category

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Which Christmas ads did Irish viewers love in 2025?

In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star testing platform.

We analyse the biggest festive campaigns of the season, including:

Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Home Store + More, M&S, Woodie’s, Eason, Aldi, Amazon, and Coca-Cola.

Across the episode we explore:

• Why some Irish Christmas ads performed far better than expected

• The surprising gap between marketer opinion vs consumer reaction

• What emotional storytelling gets right and wrong at Christmas

• How branding, memory structures and fluent devices shaped the rankings

• Why consistency helped brands stand out

• The role of humour, reality, nostalgia and AI in this year’s festive campaigns

Whether you work in marketing, advertising, strategy, media, or creative, this deep dive into the best Christmas ads of the year reveals what truly resonates with audiences and what doesn’t.

🎄 Brands discussed: Tesco, SuperValu, Lidl, Spar, Sky Mobile, An Post, Vodafone, Boots, Dunnes Stores, Woodie’s, Home Store + More, M&S, Eason, Aldi, Amazon, Coca-Cola.

📍 CHAPTERS

03:03 The lowest ranked ads

05:18 John Lewis debate emotional truth vs emotional fit

07:41 Functional ads & the problem of “sameness”

13:28 Sea Swim: why it keeps winning hearts

15:27 Sky Mobile & the Roy Keane effect

17:23 National Lottery: a new less fun direction

21:25 An Post Tin: Man does the story need a new chapter?

23:33 M&S Food: when style overtakes substance

26:20 Home Store + More the surprise hit

27:56 Coca-Cola Holidays Are Coming (AI version)

30:56 Dunnes Stores Shine Bright: the craft that endures

32:50 Aldi & Kevin the Carrot: did they need a 3 parter?

36:00 Eason: an emotional standout

38:56 Amazon: a global festive story returns

41:54 Woodie’s crowned #1 in Ireland https://www.youtube.com/shorts/22prv5XcpSM

44:50 The panel’s all-time favourite Christmas ads

Check out the Red Star Testing Platform https://redcresearch.com/product/red-star/

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The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity.

Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challengers including Monzo, Revolut and Wise. Tracksuit data shows Barclays’ awareness remains high at 89%, but consideration and investigation are slipping — especially among 18–34s — as Monzo builds strength through simplicity, transparency and real-time product features. The team unpack why refer-a-friend programmes, user experience, and “is for people like me” perceptions are shifting the category.

The third story looks at Movember and Rebel Sport in Australia, exploring how both brands use emotional connection, identity and community to drive engagement. With Rebel’s awareness falling from 79% to 75% and usage also declining, the team discusses why emotional relevance matters, how Rebel’s “Town Without Sport” campaign reframes sport as cultural belonging, and how Movember has evolved into a global identity brand around men’s wellbeing and shared participation through the iconic moustache.

The episode closes with a debate about Coca-Cola’s AI-generated Christmas ad, the role of distinctive brand assets, and whether AI is truly “pushing the boundaries of creativity” or simply versioning existing ideas. Conor challenges Coke’s framing, while Dan and Jasper discuss industry reactions, production choices and early System1 results from this year’s work.

Whether you're a brand leader, strategist, or marketer working across multiple markets, this month’s Singles offers grounded data, clear examples, and practical discussions shaped by Tracksuit’s real-time brand metrics.

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First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, challenges encountered, and the enduring success of the ad after its release. The conversation highlights the power of creativity, the critical role of collaboration between agencies and clients, and the essential element of investing time and effort into crafting an impactful advertisement. Some key moments include

• 04:21 The Creative Process and Challenges
• 25:57 The Role of Music in the Ad
• 32:22 The Risk of Leaving Out the Pint
• 39:26 The Importance of Distinctive Assets
• 48:01 The Impact of the Ad Over Time
• 56:22 The Power of Creativity and Investment

But there is a tonne more, the power of music, the emergence of the line at the home of the black stuff, sweating the small stuff, investing in brilliance. So enjoy this episode about a story that has never been told. Special mention to the many others involved in the project:

• Mal Stevenson-Creative Director
• John Kelly-Voiceover
• Noel Byrne - Head of production
• Margo Tracey- Producer
• Mark Grehan/ Brendan Coyle – Account Director
• Grainne O’Driscoll-Account Manager
• Paddy Gibbons-Sound Mix
• April Redmond - Diageo
• Ronan Byrne - Diageo
• Niamh Cribbin - Diageo
• Paul Kelly - Diageo
• Mark Ody - Diageo
• Michael Ioakimides - Diageo
• Charles Coase - Diageo

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CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining successful case studies like Kit Kat and Kerry Gold, Katherine and Natalie offer valuable frameworks and strategies for marketers aiming to expand globally. This episode is brought to you by Tracksuit, the affordable brand tracking dashboard covering over 25 countries. Tune in to learn about the challenges and rewards of global marketing, the importance of cultural intelligence, and the role AI might play in the future of marketing. Don't forget to leave a review and share this episode with your marketing community!

02:35 Katherine's Global Marketing Experience

04:32 Natalys Background and Contribution

05:18 The Power of Global Connections

08:31 Foundations of Marketing and Branding

09:40 Cultural Intelligence and AI Limitations

10:31 Localisation and Cultural Nuances

15:14 Organisational Attitude and Flexibility

16:35 Proximity Bias in Large Economies

17:49 Freedom Within a Frame Framework

19:04 Kit Kat's Global Strategy

20:46 Kerry Gold's Adaptation to US Market

22:05 Global Brand Consistency

26:33 The Impact of AI on Global Branding

28:23 Cultural Nuances in Marketing

29:36 Anecdotes and Lessons Learned

Buy the book https://www.amazon.ie/Brand-Global-Adapt-Local-Cultures/dp/1398619825

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When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people.

In this conversation, Imen joins Conor at Intact House in Dublin to talk about the twists and leaps that built her career. She tells the story of the seven PowerPoint slides that convinced CEO Charles Brindamour to start The Intact Lab, an experiment that began with seven people and now employs over a thousand specialists in data, AI and customer experience.

She explains what innovation really looks like inside a business built on managing risk. how you protect teams so they can experiment, why “failing fast” only works if you decide fast, and what it takes to turn ideas into impact.

You’ll also hear how she applies the same mindset to marketing and why “Technology gives you speed. Storytelling gives you meaning.” As well as how the global Intact rebrand was “not a marketing project, but a company-wide one.” and why she believes creativity in insurance starts with culture, not slogans.

It’s an honest, practical conversation about leadership, experimentation, and brand building from one of Canada’s most respected marketing executives recorded on the day the Intact name officially launched in Ireland, the UK and Europe

02:30 – Teaching people how to use a mouse (and falling in love with the internet)

04:50 – Lessons from agency life at Cassette

06:20 – The late-night call that brought her into insurance

08:00 – Finding purpose in a data-driven industry

09:45 – “I have an idea”: how The Intact Lab began

10:50 – Protecting teams to innovate

13:40 – The 30-day rule and rapid prototyping

15:10 – “Fail fast” only works with fast decisions

17:30 – Moving from Chief Digital Officer to CMO

20:10 – Mentorship and learning from Anne Fortin

23:00 – “Technology gives you speed. Storytelling gives you meaning.”

24:40 – The founders’ story: building values before brand

26:40 – Naming Intact and the red brackets

27:30 – Rebranding RSA: “not a marketing project — a company-wide one”

30:20 – Global consistency vs local freedom

33:10 – When “witty” means different things in different markets

37:00 – Building a household brand and resilient communities

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In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how brand trust plays a crucial role in weathering PR storms. Lastly, they touch on Ben Stiller's foray into the healthier soda market with Stiller Soda and analyze the potential market dynamics. The episode is packed with insightful data and expert opinions, offering a comprehensive look at current marketing strategies and brand health management.

02:30 OpenAI's New Brand Campaign

03:23 AI Competitors and Market Penetration

08:17 Emotional Advertising and Brand Loyalty

13:25 Tylenol's PR Crisis and Brand Trust

21:02 Ben Stiller's Entry into the Soft Drink Market

29:16 Year-End Reflections

With thanks to Tracksuit

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What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?

In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.

From pricing and profitability to AI and the Mini MBA, Ritson lays out the truths that most brands quietly ignore:

👉 The real reason discounting destroys long-term value.

👉 Why profitability, not revenue, is the measure that matters.

👉 How brand equity lets companies charge 30% more — and why few marketers understand margins.

👉 The coming decade of synthetic data, AI-driven planning, and marketing’s Thirties where the fundamentals still decide who wins.

We also dive into Ritson’s columns on Nestlé’s new CEO, brand consolidation, the chaos of AI branding, and his viral takes on Sydney Sweeney’s American Eagle ad. Expect blunt language, sharp analysis, and the kind of clarity only Ritson can deliver.

This is Ritson at full throttle cynical, evidence-based, and funny enough to make you forget you’re learning.

What You’ll Learn

Why pricing is the forgotten P — and marketers must reclaim it.

The psychological and financial damage of endless promotions.

What Nestlé’s portfolio clean-up reveals about focus and profit.

How the marketing profession lost the plot on creativity and strategy.

Why AI won’t kill marketing — it will expose who actually understands it.

The truth about the Mini MBA sale to Brave Bison and what’s next in the U.S.

⏱️ Episode Chapters

01:20 – Mark Ritson & his return to Dublin

03:00 – Why sold-out events show poor pricing strategy

04:30 – The hidden cost of discounting and brand devaluation

07:00 – How Kellogg’s proves the power of price premium

08:30 – Profitability vs. revenue: what marketers forget

10:20 – Why marketers must be part of pricing decisions

12:30 – Nestlé’s new CEO and the art of brand consolidation

15:00 – The 80/20 rule and why most portfolios are bloated

17:00 – “Kill a brand, keep a customer”: cutting smart

20:00 – Marketing talent and the future of brand management

22:00 – Have we over-hyped creativity?

23:00 – The 4Ps and why product and price still dominate

25:00 – Why marketers stop learning after launch

26:30 – “Strategy is the orgasm of marketing”

28:00 – OpenAI’s ad: a masterclass in bad branding

30:30 – The branding chaos in AI tools

31:50 – The “Thirties” lens: long-term change, not next-year fads

34:00 – What AI really means for marketers

36:00 – Why strong brands will still win in an AI world

38:00 – Synthetic data and the future of perfect marketing plans

40:30 – Sydney Sweeney, American Eagle & System1 scores

43:00 – Non-profits and the four Ps done right

46:00 – The Mini MBA sale & Brave Bison partnership

49:00 – The U.S. expansion plan with Adweek

51:00 – How success proved his own theories right

52:00 – On Ireland, Guinness, and the art of the deal

55:00 – Why Ireland outsmarted everyone in the EU

56:30 – Why Ritson never preps a talk — and why it works

Find out more about Tracksuit

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What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?

In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.

They discuss how nonprofits can use brand tracking, future demand thinking, and marketing mix modelling to grow sustainably; how Charity Water turned trust into a growth engine; and why experimentation, intuition, and creativity matter more than ever.

In partnership with Tracksuit, the always-on brand tracking platform helping nonprofits measure what matters.

🎧 Subscribe for more conversations with marketing leaders: https://www.thatswhatIcallmarketing.com

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02:45 Brady’s path from teaching to purpose-driven marketing

05:30 The chip-on-the-shoulder moment: “How cute you work in nonprofit”

07:10 Solving the salary and perception problem with two bank accounts

09:00 The birth of Charity Water’s brand: intuition over focus groups

11:00 Proof, storytelling and tech: building Waterproof and donor trust

12:45 Rethinking competition — “We’re fighting Nike, not other nonprofits.”

15:00 From paid performance to brand tracking with Tracksuit

17:10 Future demand vs current demand: lessons from a plateau

19:45 Building brand salience when no one’s “in market”

21:00 How to run brand building on a limited budget

23:00 Experimentation, hypothesis thinking, and the difference between try, pilot, and test

27:20 Channel mix: why dominance matters more than diversification

31:10 TV, YouTube and MMM — what really drives donor acquisition

34:00 Segmentation, salience and Byron Sharp for nonprofits

36:00 The nonprofit plateau: learning from data, not instinct

37:10 AI, automation and the next frontier of giving

38:00 Brand trust and the simplicity of doing one thing brilliantly

41:00 Purpose, mastery, and marketing that matters

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PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.

In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).

This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.

If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.

What You'll Learn:

Why PR should be renamed "communications" (and what that shift actually means)

The briefing framework that gets agencies to do their best work

How to turn one event into months of content across every channel

The truth about influencer numbers vs. engagement (and when each matters)

Why budget constraints unlock creativity instead of killing it

The "brand newsroom" model and who should be your editor-in-chief

How smaller brands can win with agility against bigger competitors

CHAPTERS:

00:00 - Introduction: The Evolution of PR

02:15 - Why "PR" Needs to Become "Communications"

04:25 - Case Study: How One Email Changed a Client's Mind

07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth

10:04 - Why Great Campaigns Start With Great Briefs

11:16 - The "Freedom Through Structure" Briefing Framework

13:14 - Why Budget Can Be a Beautiful Constraint

14:27 - Events as Content Machines, Not One-Day Moments

18:27 - Measuring Event Success: Beyond Who Showed Up

19:45 - Working With Influencers & Creators: Authenticity First

23:06 - Does Follower Count Actually Matter?

26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment

28:00 - The Brand Newsroom Model: Operating Like a Publisher

29:14 - Speed, Approvals & Team Alignment

32:05 - Practical Advice: Setting Up Your Comms Function for Success

37:52 - The Editor-in-Chief Role: Who Defends the Idea?

with Legacy Communications

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