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Results-Driven Marketing Solutions for Growth

At That's What I Call Marketing, we are passionate about using marketing to drive growth. With years of experience and a proven track record of success, we have the expertise and knowledge you need to take your business to the next level.

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What People Say

"When I'm working on something important, I have a handful of experts I go to for advice. These include the likes of Peter Field, Damian Devaney, Paul Feldwick. Conor is one of these experts. He is razorsharp when it comes to marketing. He is a thoughtful leader and knows how to motivate teams to focus on execution."

Paul Dervan, Head of Brand Marketing, Miro

Services

Services We Offer

FRACTIONAL MARKETING LEADERSHIP

Our Fractional Marketing Leadership service works by providing businesses with a dedicated marketing leader who works part-time or on a project basis to address specific marketing needs. We work collaboratively with your team to develop comprehensive marketing strategies that are aligned with your business goals and objectives. Our team provides expertise across all marketing functions, including branding, digital marketing, content marketing, and more. With our Fractional Marketing Leadership service, you can access the marketing expertise you need, when you need it.

FUTURE DEMAND

 

James Hurman was the one who coined the phrase 'Future Demand' – and we couldn't agree more. We understands that marketing isn't just about the present, but it's also about anticipating future demands and staying ahead of competitors. We specialize in providing fractional marketing leadership solutions that are tailored to your company's needs. From strategy development to execution and optimization, we have the expertise to help businesses succeed in an ever-changing marketplace.

MARKETING STRATEGY

At That's What I Call Marketing, we offer customized marketing strategies that are tailored to your business needs and goals. We believe that every business is unique, and our team of experts work closely with you to understand your brand and business goals, and create a comprehensive plan tailored to your needs. Our goal is to help you reach your target audience and achieve your desired results within your budget. 

TEAM & CULTURE 

As the founder of That's What I Call Marketing, I am committed to helping companies achieve their growth potential. Through fractional marketing leadership, I guide businesses of all sizes on how to structure their marketing teams for success. My approach includes creating customized frameworks and structures that enable teams to continuously learn and improve their abilities. I'm here to help navigate change in organizational focus or strategy, and can even deliver targeted training sessions to help your team get up to speed quickly.

BRAND BUILDING EXPERTISE

We have expertise in developing brand building strategies and campaigns for global brands as well as national campaigns across EMEA, APAC and LATAM. In today's competitive landscape, building a recognizable and memorable brand is more important than ever.  Our approach focuses on understanding category entry points and creating brands that build salience through the development of distinctive brand assets. Drawing on the expertise of marketing thought leaders such as Binet and Field and Jenni Romaniuk.

KEYNOTE SPEAKER

 

Are you looking for a dynamic and engaging keynote speaker for your next marketing event? Or perhaps an experienced emcee to keep your audience and informed? Look no further! I am a professional speaker, podcast host, and facilitator with years of experience in the industry.

Brand Experience

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Listen to the latest podcast episode

Watch The Podcast

S3 Ep21: Building A Legacy Series, Part 1, Building An Agency
57:52

S3 Ep21: Building A Legacy Series, Part 1, Building An Agency

Welcome to the first episode of "Building a Legacy," a new three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode One of this 3 part series, host Conor Byrne sits down with Bernard Brogan and Kevin Moore, of Legacy Communications, to share the fascinating journey of their agency from its inception to becoming a renowned name in the industry. Bernard Brogan, a Dublin football legend with a background in accountancy and business management, and Kevin Moore, a seasoned PR professional with a history in high-profile campaigns, bring their unique perspectives and experiences to the table. Together, they discuss the importance of storytelling, creativity, and strategic thinking in building and maintaining a successful agency. Starting with the origin story of Legacy Communications, Bernard and Kevin recount their early days of working without wages, setting up a small office, and the challenges they faced. They highlight key moments and client wins that propelled their agency forward, including securing significant partnerships with AIG, Volkswagen, and Littlewoods Ireland. The conversation delves into the operational challenges of running a fast-growing agency, the importance of culture and values, focusing on the core principles: Be Brave, Be Sound, and Be Curious. . As they look to the future, Bernard and Kevin share their plans for international expansion and the strategic moves they're making to stay ahead in the digital age. Join us for this inspiring episode filled with personal anecdotes, professional insights, and practical advice for anyone interested in the dynamic world of communications and marketing. Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns. 01:01 Meet the Guests: Bernard Brogan and Kevin Moore 04:36 The Origin Story of Legacy Communications 08:03 The Journey of Building Legacy Communications 15:04 Key Moments and Client Wins for Legacy Communications 20:14 Learning from Mistakes and Growing the Business 26:47 The Importance of Relationships in Business Success 27:59 Mastering Client Relationships and Scaling Challenges 29:21 Strategic Planning and Growth Amidst Uncertainty 32:19 Embracing Digital Transformation and SEO Integration 38:39 Cultivating a Strong Agency Culture and Values 43:41 Innovative Approaches to Client Success and Agency Growth 47:22 Looking Ahead: International Expansion and Leveraging Technology 53:49 Reflecting on the Journey and Lessons Learned 56:01 Building a Legacy Through People and Partnerships
S3 Ep20: Out-Thinking the Competition with Adam Foley, CEO Bountiful Cow
50:26

S3 Ep20: Out-Thinking the Competition with Adam Foley, CEO Bountiful Cow

Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business. As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage. This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness. 03:38The Power of Regional Press 05:48 Embracing Challenger Brands 07:42 The Philosophy of Challenger Brands 16:35 The Relative Advantage Framework: A Deep Dive 24:42 Exploring the Seven Principles of Challenger Brand Success 44:24 The Future of Challenger Brands Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email Email Instagram X Youtube Listen to all episodes here www.thatswhaticallmarketing.com
S3 Ep20: Out-Thinking the Competition
50:26

S3 Ep20: Out-Thinking the Competition

Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business. As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage. This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness. 03:38The Power of Regional Press05:48 Embracing Challenger Brands07:42 The Philosophy of Challenger Brands16:35 The Relative Advantage Framework: A Deep Dive24:42 Exploring the Seven Principles of Challenger Brand Success44:24 The Future of Challenger Brands Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here www.thatswhaticallmarketing.com
S3 Ep19: Inclusion In Action, Panel Discussion Part Two
52:52

S3 Ep19: Inclusion In Action, Panel Discussion Part Two

In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anika Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through 05:30 The Importance of Representation and Overcoming Racism 09:50 Advocacy and Breaking Stereotypes 19:17 Creating Change: The Role of Leadership and Community in Diversity 24:04 Trailblazing in the Corporate World 24:44 The Power of Representation and Diversity 27:45 Comparing Racial Experiences: US vs. UK 35:45 The Struggle for Equity in the Workplace 41:40 The Role of Data in Achieving Pay Equity 46:11 Final Thoughts on Legacy and Empowerment Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email
S3 Ep19: Inclusion In Action, Panel Discussion Part Two
52:52

S3 Ep19: Inclusion In Action, Panel Discussion Part Two

In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anika Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through 05:30 The Importance of Representation and Overcoming Racism09:50 Advocacy and Breaking Stereotypes19:17 Creating Change: The Role of Leadership and Community in Diversity24:04 Trailblazing in the Corporate World24:44 The Power of Representation and Diversity27:45 Comparing Racial Experiences: US vs. UK35:45 The Struggle for Equity in the Workplace41:40 The Role of Data in Achieving Pay Equity46:11 Final Thoughts on Legacy and Empowerment Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here
S3 Ep18: A Fresh Take on Traditional Media: A panel of industry Leaders Explore the Evolution of ...
57:16

S3 Ep18: A Fresh Take on Traditional Media: A panel of industry Leaders Explore the Evolution of ...

Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio 00:44 Diving Into the Media Landscape: Challenges and Opportunities01:12 Expert Insights on Traditional Media's Evolution02:59 The Digital Shift: Analysing the Impact on Advertising Spend05:13 Reassessing Media Strategies: A Shift Back to Broadcast?06:52 Breaking Down Misconceptions in Media Planning11:05 The Importance of Diverse Media in Campaigns12:59 Measuring Success Beyond Digital Metrics24:11 Revisiting Event-Based Media and Consumer Engagement27:02 Addressing the Digital Focus in Media Planning and Buying29:51 The Sonic Boom of Audio Media30:06 Marketing Challenges and Strategies36:06 Innovations in Media: A Closer Look38:21 The Future of Media Measurement and Creativity52:10 Busting Myths and Setting New Goals Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Thanks to Dee Reddy at Poddle Audio for hosting this episodeGet in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here
S3 Ep18: A Fresh Take on Traditional Media: A panel of industry Leaders Explore the Evolution of ...
57:03

S3 Ep18: A Fresh Take on Traditional Media: A panel of industry Leaders Explore the Evolution of ...

Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio 00:44 Diving Into the Media Landscape: Challenges and Opportunities01:12 Expert Insights on Traditional Media's Evolution02:59 The Digital Shift: Analysing the Impact on Advertising Spend05:13 Reassessing Media Strategies: A Shift Back to Broadcast?06:52 Breaking Down Misconceptions in Media Planning11:05 The Importance of Diverse Media in Campaigns12:59 Measuring Success Beyond Digital Metrics24:11 Revisiting Event-Based Media and Consumer Engagement27:02 Addressing the Digital Focus in Media Planning and Buying29:51 The Sonic Boom of Audio Media30:06 Marketing Challenges and Strategies36:06 Innovations in Media: A Closer Look38:21 The Future of Media Measurement and Creativity52:10 Busting Myths and Setting New Goals Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Thanks to Dee Reddy at Poddle Audio for hosting this episodeGet in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here
Top of the Marketing Charts - April 2024
18:20

Top of the Marketing Charts - April 2024

Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival. 00:22 Weetabix's Branding Challenge and Campaign Insights 02:12 Celebrating Burger King's 70th with Flame-Grilled Ads 02:38 Cairn Homes and the Community Games Sponsorship 03:35 McDonald's Innovative Smelling Billboard Campaign 05:29 The Wild Atlantic Way: A Tourism Marketing Success 07:18 The Rise of Fake Billboards and Creative Debates 08:50 Marketing to Gen Z sigh 09:39 Sky Ireland's Streaming Ad 10:49 Exploring the CMO and CFO Relationship with Heineken USA 11:52 Terrence Riley's Return to Crocs 12:52 Innovative Campaigns and AI in Marketing 15:23 Waitrose's Creative Pricing Campaign 16:19 April's Guest Highlights on 'That's What I Call Marketing' 16:57 Looking Ahead: Cannes 2024 and Future Collaborations Listen, Learn Lead with That’s What I Call Marketing Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email Email Instagram X Youtube Listen to all episodes here
Top of the Marketing Charts - April 2024
18:20

Top of the Marketing Charts - April 2024

Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.00:22 Weetabix's Branding Challenge and Campaign Insights02:12 Celebrating Burger King's 70th with Flame-Grilled Ads02:38 Cairn Homes and the Community Games Sponsorship03:35 McDonald's Innovative Smelling Billboard Campaign05:29 The Wild Atlantic Way: A Tourism Marketing Success07:18 The Rise of Fake Billboards and Creative Debates08:50 Marketing to Gen Z sigh09:39 Sky Ireland's Streaming Ad10:49 Exploring the CMO and CFO Relationship with Heineken USA11:52 Terrence Riley's Return to Crocs12:52 Innovative Campaigns and AI in Marketing15:23 Waitrose's Creative Pricing Campaign16:19 April's Guest Highlights on 'That's What I Call Marketing'16:57 Looking Ahead: Cannes 2024 and Future Collaborations Listen, Learn Lead with That’s What I Call Marketing Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here
S3 Ep17: IAPI Cannes Young Lions
56:20

S3 Ep17: IAPI Cannes Young Lions

Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be. 02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition 10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry 18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry 27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry 37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important 46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants Listen, Learn Lead with That’s What I Call Marketing Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email www.thatswhaticallmarketing.com
S3 Ep17: IAPI Cannes Young Lions
56:20

S3 Ep17: IAPI Cannes Young Lions

Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be. 02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants Listen, Learn Lead with That’s What I Call Marketing Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency Get in touch about sponsorship or content partnerships, email EmailInstagram X YoutubeListen to all episodes here
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