A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller.

Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world’s largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising.

Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world’s most recognisable brands.

Part One

Andrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad & how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency.

Part Two

Steve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding.

03:12 The Power of Radio Advertising

04:34 Creative Storytelling in Ads

08:04 The Fame Factor in Branding

11:51 Understanding Left and Right Brain Advertising

19:57 The Love for Irish Radio

20:49 The Power of Local Radio

22:29 Creative Consistency in Advertising

23:43 The Launch of Compound Creativity

26:06 The Importance of Consistency in Branding

27:11 The Role of Metrics in Marketing

29:26 The Debate on Gated Content

31:08 The Viral Marketing Stunt

31:41 The Fashion Collaboration Offer

35:00 Introduction and Setting the Scene

35:26 A Memorable New Year's Eve in Ireland

37:20 The Science of Sound and Cheese

40:16 Exploring the Universe of Sound

43:31 The Power of Sonic Branding

44:48 Crafting a Sonic Identity

57:35 The Role of AI in Audio Advertising

61:26 Regulation and the Future of AI Voices

65:27 Six Parameters for Successful Sonic Brands

71:23 Conclusion and Reflections on Audio's Impact

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This content is in French, Italian and Spanish. Obviously That's What I Call Marketing is a global podcast reaching audiences far and wide. As part of this months newsletter I talked about the work Nomad did in Brazil with Will Smith. So to be a truly global podcast I wanted to provide this content in different languages. So for listeners in France, Brazil and Spain - this is for you.

This was done using LipDub. Get in touch with me if you would like to know more about LipDub. [email protected]

How long before translations are automated on platforms like acast?

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In this episode of 'That's What I Call Marketing,' we take a recap on a bustling October in the marketing world, filled with hits, misses, controversies, and significant AI advancements. With featured discussions centreing on h interviews with top marketing minds like and a comprehensive overview of the latest trends and debates.

Key topics include the democratisation of creativity through AI, the mixed reception of Burger King's recent campaigns, cultural adaptability in marketing as exemplified by Vince McMahon, and innovative uses of AI-driven marketing by major brands like Mondelez. Additionally, Conor delves into standout advertising like Uber's Brian Cox-inspired promos, controversial yet noteworthy campaigns by Heinz, and creative moves by Tesco and Guinness. We finish with intriguing dialogue on influencer marketing's efficacy, Channel 4's targeted ads approach, and groundbreaking marketing strategies epitomized by brands like Heineken and Aer Lingus.

00:44 Personal Journey update

02:49 AI and Democratisation of Creativity

06:20 Controversial Burger King Ad

09:56 Vince McMahon Docu-Series

11:48 Beyoncé and Levi's Collaboration

14:06 Mondelez's AI-Driven Marketing

15:31 Brian Cox in Uber Eats Ad

17:31 Sky Mobile's Campaign with Roy Keane

21:15 Heinz's Advertising Controversies

25:14 Creative Responsibility in Advertising

26:38 The Importance of Consistency in Branding

28:17 Critiquing Marketing Campaigns

30:29 AI in Marketing and Creativity

31:22 Music and Marketing Synergy

32:46 Challenging Marketing Science Rules

36:12 Innovative Media Strategies

40:53 Celebrating Marketing Leaders

43:11 Influencer Marketing Insights

44:28 Heineken's Hidden Message Campaign

46:51 October Podcast Highlights

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In this episode, we unravel the complexities of sponsorship valuation and strategic marketing, offering valuable insights for brands and rights holders. Learn the foundational steps for evaluating sponsorship opportunities, focusing on brand awareness, affinity, and consideration. We introduce a three-lens approach to valuation, emphasising actual impact and outcomes. Explore expert strategies for integrating sponsorships into campaigns, driving lead generation, and optimising brand activation, particularly through events like 'Bord Bia Bloom'. Discover how niche sports sponsorships, such as women’s cricket, can offer substantial returns on budget-friendly investments. Understand the shift from national to localised marketing tactics, driven by digital transformation and the need to address media inflation efficiently. Learn how local brands can leverage upcoming global events in Ireland, such as the Ryder Cup and Men’s Euros 2028, to extend their marketing reach. Delve into the evolving roles of AI and technology in modern marketing, enhancing advertising and product experiences. Join us for actionable strategies to maximise sponsorships, balance different types of investments, and align them with specific brand objectives and demographics with a panel of experts:

• Trevor Koen, Head of Marketing Certa
• Ciara O'Grady, Senior Specialist, Onside Sponsorship
• Trevor Hunt, Head of Marketing, Citroen

02:12 Meet the Expert Panel

09:50 Sponsorship Strategies and Insights

12:37 The Impact of Sponsorship on Brand Awareness

17:53 Aligning Sponsorship with Brand Values

20:16 Exploring the Bord Bia Bloom

27:40 Understanding Sponsorship Measurement

28:27 Integrating Sponsorship into Campaigns

29:23 Activation and Industry Insights

30:48 Making the Case for Sponsorship

31:39 Event-Specific Strategies

32:49 Challenges and Opportunities in Sponsorship

42:04 The Role of AI and Technology

Thanks to Bord Bia Bloom for partnering on todays episode, get in touch with the team today to find out more on bordbiabloom.com/participate  and check out @bordbiabloom for a flavour of what to expect 

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Today’s guest is Mark Kingsley, an award winning designer, brand strategist and author of the Universal Principles of branding. During the conversation, as well as understanding Marks career influences from Carlos Santana, working on HP where as Mark says “they printed everything I created” we uncover the balance between creativity and corporate demands. We discuss global branding challenges and his strategic approach to maintaining brand identity across diverse markets but allowing that all important space for local nuances. Yes those local nuances do actually matter.

We discuss some of Marks projects, like working on the Ogilvy positioning and the sometimes burdensome legacy of charismatic founders and the importance of experiential and emotional connections in brand development. 

And of course we chat about Marks acclaimed book, 'The Universal Principles of Branding,' providing insights into its creation and the overarching principles that guide effective brand strategy and how actually it is so nuanced. 

As is the case now, no episode is complete without a discussion on the ever-evolving role of AI in the creative industry, acknowledging both its potential and its challenges. We discuss how AI can democratise design tools while emphasising the irreplaceable human element in truly impactful art and branding. Mark's reflections on his teaching experiences and the importance of meditative thinking in creativity offer valuable lessons for aspiring designers.

Marks enthusiasm for his work is palpable, and his insights into the intersection of art, technology, and branding are inspiring. This episode is a treasure trove of knowledge for anyone passionate about creativity and its myriad applications in the modern world.

00:00 Introduction and Event Recap

00:27 Journey into Irish Music

01:52 Influence of Carlos Santana

03:43 Designing for Music Legends

05:08 Grammy Nomination Experience

07:15 Transition to Corporate Work

12:20 Global Branding Challenges

19:50 Writing the Book on Branding

24:21 Empowering Employees at Ritz Carlton

25:14 Understanding Brand Transformation

26:02 Political Ramifications in Branding

28:53 The Story of Dapper Dan and Gucci

33:50 AI's Impact on Creativity and Design

38:03 Balancing Calculative and Meditative Thinking

40:18 The Role of Taste and Pride in Creativity

42:49 Current Projects and Future Endeavours

Sponsor the podcast: https://www.thatswhaticallmarketing.com/sponsor

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

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In this captivating episode of 'That's What I Call Marketing,' I sit down with Marcus Collins, the brilliant author of For The Culture and Clinical Assistant Professor of Marketing at the Ross School of Business, University of Michigan. This episode covers his work for Beyonce where he learnt so much about where the Queens tribe wanted to be to his work understanding and influencing culture today.

We dive deep into Marcus's fascinating story, exploring how his early admiration for icons like Michael Jackson and Boyz II Men shaped his career aspirations. Marcus opens up about the challenges he faced in the music industry, which eventually led him to discover his passion for marketing, where he found a sense of belonging and purpose. He sheds light on the importance of community over fan clubs, recounting how his team discovered Beyonce's dedicated fanbase, the Beyhive, wanted something different to what the Beyentourage was set up to give them. Marcus explains how brands can tap into cultural production and human behaviour to drive meaningful connections and garner loyalty.

We also tackle the complexities of segmentation and identity in marketing, with Marcus elaborating on how to truly understand and engage with diverse audiences. He emphasises the power of curiosity and cultural observation, encouraging marketers to look beyond the conventional and explore the nuanced corners of human interaction. Our discussion touches on the significance of micro-influencers and social proof, as Marcus shares his insights into why smaller, more authentic influencers often wield greater impact than big-name celebrities. He also delves into the unpredictable nature of cultural moments, using examples like the viral success of 'Jools Lebron and Demure' to illustrate how randomness and social contagion can be leveraged for marketing success.

Marcus's new book, 'For the Culture,' serves as the foundation for many of the ideas we discuss, providing rich context and actionable insights for marketers. He also introduces an upcoming course with Cannes Lions, designed to help professionals unlock the influence of culture—a marketer's greatest cheat code. This episode is a treasure trove of wisdom and practical advice for anyone looking to harness the power of culture in their marketing strategies. Tune in to discover how understanding human behaviour and cultural dynamics can elevate your marketing game and drive behavioural adoption.

03:01 Transition from Music to Marketing

05:53 The Influence of Steve Stoute

09:31 Understanding Culture

11:54 Working with Beyonce

20:57 Segmentation and Identity in Marketing

28:31 Targeted Marketing and Network Effects

29:05 How this is similar to James Hurman Current vs. Future Demand

29:42 Social Contagion and Decision Making

31:40 Micro-Influencers and Social Proof

34:34 Cultural Production and Marketing

43:24 Curiosity and Cultural Observation

49:51 Exploiting Randomness in Marketing

52:05 Unlocking the Influence of Culture Course

Buy the book For The Culture https://www.marctothec.com/books

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

Sponsor the show https://www.thatswhaticallmarketing.com/sponsor

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It was time for That's What I Call Marketing to extend from the spoken word and into the realm of music videos. This is the debut track from That's What I Call Marketing with thanks to my friends at Suno.com who helped produce, write, edit, arrange and to the gang at Canva for helping produce the music video.

So yes this was all AI generated. Will it hit the charts, I doubt it, but just another demonstration of where we are headed with AI.

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n this episode of 'That's What I Call Marketing,' host Conor Byrne sits down with Andrew Haussegger Co-Founder of Green Hat to talk about their recent research report The APAC B2B Buyer Journey Research Report https://green-hat.com.au/b2b-report

This report has findings that should transform the way you think about your B2B Marketing and it is not just a report for APAC, it is not just a report for Marketing - this is something that your CEO, CRO need to pay attention to. Because the way we are set up for B2B right now is flawed.

Tune in to this episode to find out why and what you need to do to get it right. You will learn about the failure of MQLs, why the buyer has even more power, how 73% of the buying journey is done before the engage with your sales team, the 'dark funnel, the role of solution buyers versus process buyers within organisations and how marketing strategies must adapt, the new evolving role of sales teams and why you need to think about the value you create and free the content.

This is a not to be missed episode, it will change how you think.

00:31 Overview of Green Hat

03:02 The Importance of B2B Marketing

04:22 Research Insights

06:10 Shifting Balance of Power in B2B

09:53 Understanding the Buying Process

23:17 Reputation Building and Hidden Process Bias

23:24 The Case for Ungating Content

23:55 Leveraging First and Third Party Data

27:22 Rethinking MQLs and Metrics

32:59 The Evolving Role of Sales

42:27 What can you do now!

Get in touch https://www.thatswhaticallmarketing.com/sponsor

Check out Conor Byrne https://www.linkedin.com/in/conorbyrne/

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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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