That's What I Call Marketing

In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts:*Una Herlihy, co-founder of The Indie List; *Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research. Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, and how brands like Lidl, TK Maxx, and John Lewis performed. Learn about the evolving role of AI in advertising, the importance of brand consistency, and discover which ads struck a chord this Christmas. Tune in for expert insights, industry trends, and a comprehensive look at what makes a Christmas ad memorable.01:59 Red C's Christmas Ad Review04:07 Top 10 Christmas Ads Countdown06:34 Discussing the Top Ads07:19 Vodafone and Emotional Ads11:31 Humor in Christmas Ads13:43 Lidl's Winning Strategy17:01 Kevin the Carrot: A Beloved Character22:04 On Post's Emotional Impact24:42 John Lewis: The Pioneer of Christmas Ads25:07 Analyzing This Year's John Lewis Ad27:04 Public Reaction to John Lewis Ad28:44 Comprehension Challenges in Advertising29:24 Nostalgia Meets Technology: Coca Cola's AI Ad29:53 The Future of AI in Advertising30:47 Mixed Reactions to Coca Cola's AI Ad31:27 The Role of Nostalgia in Advertising33:21 Localized Advertising with AI36:10 Borrowed Assets in Ads: Success and Failures37:02 Humor and Celebrities in Ads38:09 Surprising Ad Performances40:07 Heartfelt Ads of the Year41:56 Innovative Campaigns and Predictions52:33 The Power of Jingles in AdvertisingLinks to research: https://redcresearch.com/Test Your Ad: https://redcdirect.com/

November 2024 was a whirlwind in the marketing world, full of headline-grabbing moments, and lessons you can’t afford to ignore. If you’re looking to sharpen your strategies, decode what worked (and what didn’t), and understand the trends shaping the industry, this episode is your go-to guide. We’ll break down the big stories and extract insights that will make you rethink your own campaigns.Some Of The Big Stories This Month:🔥 Trump’s Winning Formula: Donald Trump’s presidential campaign leaned on micro-influencers and a consistent, emotive brand identity. What can marketers learn from his ability to connect with his audience and keep his messaging simple yet effective?🎄 Christmas Ad Season is Here: Brands are spending billions to capture hearts and wallets. From John Lewis to Marks & Spencer, we explore the hits, the misses, and the enduring ROI of a great Christmas campaign.🏀 LeBron and Bronny’s Big NBA Moment: How Nike turned a father-son milestone into a cultural marketing masterstroke.🎤 Parkinson AI Podcast: The launch of a virtual Michael Parkinson raises tough ethical questions about legacy, AI, and consumer acceptance.🏎️ Kit Kat in Formula 1: A clever partnership that finds the sweet spot between product relevance and market expansion.Some Of The Key Lessons for Marketers:Fit Matters More Than Reach: Trump’s campaign showed that aligning with the right influencers can resonate more than casting a wide net. Are you choosing partners based on values or vanity metrics?Consistency Wins Over Time: Whether it’s Trump’s instantly recognisable red caps or John Lewis’s emotional Christmas ads, a strong brand identity pays off. Are your brand assets as clear and memorable?AI is Everywhere, But is it Enough? From Mango’s AI avatars to the Parkinson podcast, AI is helping brands move faster, but it’s also raising questions about authenticity and trust. How will you balance efficiency with humanity?Cultural Moments Create Opportunity: LeBron and Bronny’s game proved the power of timely, authentic storytelling. What cultural conversations could your brand tap into?Fresh vs Familiar: Jaguar’s rebrand and the Tropicana redesign show the risks of change. Sometimes, the key isn’t reinvention—it’s refining what already works. How well do you know the line between evolution and alienation?The stories and lessons in this episode will inspire, challenge, and prepare you for what’s next. Listen now to dive deeper into the campaigns, controversies, and creative breakthroughs shaping the future of marketing.

In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Sarah Higgins, a seasoned marketing professional with over 25 years of experience in marketing communications both in agencies and in-house. Sarah shares her vast knowledge on various aspects of B2B marketing, including her current role at State Street Global Advisors, where she navigates the complex landscapes of EMEA and APAC markets. Sarah was chair of the B2B judges panel at this years Eurobest awards.What you will get from this episodeEffective B2B Marketing: Sarah delves into how to creatively approach B2B marketing, making it engaging within the confines of regulation and compliance. Global Marketing Nuances: We discuss the challenges of adapting marketing strategies across different cultures and markets, with fascinating examples from Japan and Europe.Important Metrics: Learn about the significance of choosing the right metrics that resonate with stakeholders and how they can influence campaign success.Craft and Creativity Discover why craft is becoming increasingly important in B2B marketing and how it can differentiate your campaigns. Tips for Award-Winning Campaigns Get tips on writing compelling award submissions and understand the impact of winning awards on team morale and business development.Future Trends: Sarah and Connor discuss predictions for B2B marketing in 2025, with an exciting focus on the evolving talent landscape and the intersection of AI and human creativity. Whether you're a seasoned marketer or new to the field, this episode offers valuable guidance and inspiration to help you navigate and succeed in the ever-evolving world of B2B marketing. Tune in to gain actionable insights and elevate your marketing strategies.00:00 Introduction to the Podcast00:09 Sponsorship and Community Engagement00:59 Introducing Today's Guest: Sarah Hagans02:06 Sarah's Background and Experience02:13 Marker - Outro02:37 Challenges in B2B Marketing03:51 Marketing Strategies and Campaigns07:49 Global Marketing Insights11:55 Local Market Customisation15:42 Focus Groups and Feedback20:08 The Evolution of B2B Marketing24:54 Playfulness in B2B Marketing25:27 Storytelling and Impact in Campaigns26:32 Challenges of Information Overload26:56 Simplicity and Elegance in Campaigns28:14 Navigating Feedback and Sign-Off Processes29:59 Importance of Data-Driven Marketing34:59 Effective Award Submissions38:49 Impact of Winning Awards43:46 Predictions for B2B Marketing in 202545:46 The Role of Craft in the Age of AI

Recorded in front of a live audience, 'That's What I Call Marketing' in association with Neon Agency explores the transformative power of play in the world of branding. Host Conor Byrne welcomes Jane Parlon from C&C Group, Gavin Downes from Neon Agency, and Aisling Quigley from Movember to discuss the vital role of playful engagement in creating memorable brand experiences. The panelists share their insights on various topics, including the importance of understanding and connecting with consumers, the challenges of balancing fun and responsibility, and the impact of creative solutions in standing out at festivals and events. Aisling highlights how Movember uses playfulness to address serious topics like men's health, while Jane discusses the balance between play and responsibility in alcohol marketing. Gavin provides a perspective on the critical role of research and metrics in evaluating the success of playful campaigns. The episode emphasises the need for collaboration between agencies and clients and offers practical advice for brands looking to incorporate play into their marketing strategies. Play can be a strategic tool to engage audiences and build emotional connections, ultimately driving brand successTake the Power of Play Survey: https://neonpowerofplay.typeform.com/to/xsCVxMFq00:56 Introducing Neon Agency01:24 The Power of Play in Branding02:31 Panel Introduction03:04 Jane Parlin on C&C Group03:52 Aisling Quigley on Movember05:18 Gavin Downs on Brand Experiences06:56 Playful Brands and Their Impact11:18 The Role of Agencies in Brand Play16:11 Future of Brand Experiences29:49 Taking Risks in Marketing30:06 Embracing Imperfection30:40 Balancing Budgets and Creativity31:20 Understanding Your Audience32:21 The Power of Research and Data34:17 Navigating Organizational Culture37:00 The Role of Metrics in Marketing40:01 Creative Campaigns and Brand Experiences42:47 The Importance of Playfulness46:58 Q&A58:40 Concluding Thoughts and Insights

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