That's What I Call Marketing

Nishma Patel Robb is a dynamic leader with a career spanning over 30 years, focused on innovation, marketing, and social impact. Her tenure at Google, where she was Senior Director of Brand and Reputation Marketing, showcased her commitment to human-centred design through initiatives like Digital Skills Garage and campaigns such as "Dear Local" and "It's OK to Ask." She is a dedicated advocate DEI & served as the 101st President of WACL, where she supported women in the advertising industry. As the founder and CEO of Glittersphere, she champions economic opportunities for female creators and entrepreneurs, promoting cultural change and investment in creative women. Nishma is celebrated for her insights on creativity and brand identity, earning her Fellowships with both the IPA and The Marketing Society. Nishma shares her incredible journey through the realms of marketing, DJing, and beyond. We delves into her early passion for music and how it shaped her career. She discusses her fascinating role at Teletext, transitioning to marketing from a sales position, and the innovative leaps in technology she witnessed there. Nishma also provides deep insights into her time at Google, where she led B2B marketing, launched YouTube commercially in the UK, and emphasised the importance of emotional storytelling when she was responsible for Brand and Reputation. We talk about how Direct Mail became a key component of the marketing mix for google and the power it has as a channel for marketers today. We also chat about Nishma's latest venture, 'Glittersphere,' aimed at empowering women in branding and business by building personal brands and fostering investment. Join us for an inspiring conversation filled with career-defining moments, marketing wisdom, and the power of storytelling in both digital and real-world spaces.00:00 Welcome and Introduction00:46 Nishma's DJing Passion03:25 Career Beginnings at Teletext06:41 Transition to Marketing08:53 Embracing Change and Technology16:15 Joining Google28:59 Discovering Your Superpowers31:15 The Power of Direct Mail33:41 Creative Marketing Strategies35:12 The Evolution of Direct Mail44:35 Measuring Marketing Effectiveness53:20 Introducing The Glitter Sphere

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 OneAndrew 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 TwoSteve 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 Advertising04:34 Creative Storytelling in Ads08:04 The Fame Factor in Branding11:51 Understanding Left and Right Brain Advertising19:57 The Love for Irish Radio20:49 The Power of Local Radio22:29 Creative Consistency in Advertising23:43 The Launch of Compound Creativity26:06 The Importance of Consistency in Branding27:11 The Role of Metrics in Marketing29:26 The Debate on Gated Content31:08 The Viral Marketing Stunt31:41 The Fashion Collaboration Offer35:00 Introduction and Setting the Scene35:26 A Memorable New Year's Eve in Ireland37:20 The Science of Sound and Cheese40:16 Exploring the Universe of Sound43:31 The Power of Sonic Branding44:48 Crafting a Sonic Identity57:35 The Role of AI in Audio Advertising61:26 Regulation and the Future of AI Voices65:27 Six Parameters for Successful Sonic Brands71:23 Conclusion and Reflections on Audio's Impact

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. thatswhaticallmarketing@gmail.comHow long before translations are automated on platforms like acast?

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 update02:49 AI and Democratisation of Creativity06:20 Controversial Burger King Ad09:56 Vince McMahon Docu-Series11:48 Beyoncé and Levi's Collaboration14:06 Mondelez's AI-Driven Marketing15:31 Brian Cox in Uber Eats Ad17:31 Sky Mobile's Campaign with Roy Keane21:15 Heinz's Advertising Controversies25:14 Creative Responsibility in Advertising26:38 The Importance of Consistency in Branding28:17 Critiquing Marketing Campaigns30:29 AI in Marketing and Creativity31:22 Music and Marketing Synergy32:46 Challenging Marketing Science Rules36:12 Innovative Media Strategies40:53 Celebrating Marketing Leaders43:11 Influencer Marketing Insights44:28 Heineken's Hidden Message Campaign46:51 October Podcast Highlights

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 Recap00:27 Journey into Irish Music01:52 Influence of Carlos Santana03:43 Designing for Music Legends05:08 Grammy Nomination Experience07:15 Transition to Corporate Work12:20 Global Branding Challenges19:50 Writing the Book on Branding24:21 Empowering Employees at Ritz Carlton25:14 Understanding Brand Transformation26:02 Political Ramifications in Branding28:53 The Story of Dapper Dan and Gucci33:50 AI's Impact on Creativity and Design38:03 Balancing Calculative and Meditative Thinking40:18 The Role of Taste and Pride in Creativity42:49 Current Projects and Future EndeavoursSponsor the podcast: https://www.thatswhaticallmarketing.com/sponsorFind Conor: https://www.linkedin.com/in/conorbyrne/

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 Marketing05:53 The Influence of Steve Stoute09:31 Understanding Culture11:54 Working with Beyonce20:57 Segmentation and Identity in Marketing28:31 Targeted Marketing and Network Effects29:05 How this is similar to James Hurman Current vs. Future Demand29:42 Social Contagion and Decision Making31:40 Micro-Influencers and Social Proof34:34 Cultural Production and Marketing43:24 Curiosity and Cultural Observation49:51 Exploiting Randomness in Marketing52:05 Unlocking the Influence of Culture CourseBuy the book For The Culture https://www.marctothec.com/booksConnect with Conor https://www.linkedin.com/in/conorbyrne/Sponsor the show https://www.thatswhaticallmarketing.com/sponsor

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.

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 Hat03:02 The Importance of B2B Marketing04:22 Research Insights06:10 Shifting Balance of Power in B2B09:53 Understanding the Buying Process23:17 Reputation Building and Hidden Process Bias23:24 The Case for Ungating Content23:55 Leveraging First and Third Party Data27:22 Rethinking MQLs and Metrics32:59 The Evolving Role of Sales42:27 What can you do now!Get in touch https://www.thatswhaticallmarketing.com/sponsorCheck out Conor Byrne https://www.linkedin.com/in/conorbyrne/