That's What I Call Marketing

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 Tesla03:53 Challenges in Tesla's Brand Perception05:49 Celebrity Leadership and Brand Impact11:16 Puma's Go Wild Campaign17:28 Bonds' Expansion into the US MarketDon’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/

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 Journey00:42 Guinness Made Of More Campaign Insights01:31 Creative Challenges and Solutions03:37 The Energy of Guinness Ads04:12 The Sapeurs Campaign06:47 Client and Agency Dynamics07:27 Navigating the Creative Process08:31 The Glass and the Clay Philosophy10:00 Transition to Head of Strategy12:35 Moving to New Zealand15:43 Special Group's Success18:29 Uber Eats Campaign22:13 DB Export Campaign25:40 Humor in Beer Advertising30:50 Effectiveness in Advertising34:43 The Role of AI in Advertising35:14 Challenges and Opportunities with AI41:26 Conclusion and Farewell

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 Overview00:24 The Brand Map of Britain10:55 Chocolate Preferences and Market Insights14:25 The Unique Brand Purpose of Tony's Chocolonely19:12 British Airways' Emotional Advertising Success26:57 Comparing Brand Strategies: Chocolate vs. AirlinesDon’t forget to visit gotracksuit.com to download the Brand Map of Britain and check out their amazing always on brand tracking dashboard.

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 & Kennedy01:15 Campaign Highlights: Nike and More01:53 Creative Work and Collaborations03:43 Ambitions and Global Work12:23 Burnout and Rediscovery During the Pandemic21:28 Pro Bono Work and Special Olympics Campaign23:09 Joining Adam and Eve23:25 First Projects and Initial Challenges24:00 The John Lewis Home Insurance Ad Controversy26:35 Pulled Ads and Their Impact28:24 The Pot Noodle Slurp Campaign31:52 Adapting to Feedback and Making Changes39:47 The Role of AI in Advertising45:56 The Importance of Staying Current

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.com00:00 Introduction to the Podcast and Series00:48 Introducing Tracksuit and Its Benefits01:44 Meet the Experts: Dan Fleming and Jasper Skinner02:40 The Growth Journey of Tracksuit05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness10:28 Nike's Return to Greatness16:04 Poppi's Acquisition by Pepsi22:03 Reddit and Threads on the Rise26:22 Future Episodes

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 Netherlands01:49 Transition to Global Roles04:41 Challenges in Global Marketing07:18 Experience at BlackBerry08:37 Returning to Canada09:58 Joining Sephora and Returning to IKEA12:29 IKEA's Presence in Canada13:51 Competitive Landscape and Media Strategy14:54 Focus on Affordability and Quality17:58 Iconic IKEA Advertising27:42 Balancing Global and Local Marketing33:13 Innovative Media and Testing Strategies39:53 The Role of AI in Marketing