The results are in and a panel of experts discuss and dissect them. The big question is....should John Lewis go back and take an ad out of the archive?? What do you think?

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 Review 04:07 Top 10 Christmas Ads Countdown 06:34 Discussing the Top Ads 07:19 Vodafone and Emotional Ads 11:31 Humor in Christmas Ads 13:43 Lidl's Winning Strategy 17:01 Kevin the Carrot: A Beloved Character 22:04 On Post's Emotional Impact 24:42 John Lewis: The Pioneer of Christmas Ads 25:07 Analyzing This Year's John Lewis Ad 27:04 Public Reaction to John Lewis Ad 28:44 Comprehension Challenges in Advertising 29:24 Nostalgia Meets Technology: Coca Cola's AI Ad 29:53 The Future of AI in Advertising 30:47 Mixed Reactions to Coca Cola's AI Ad 31:27 The Role of Nostalgia in Advertising 33:21 Localized Advertising with AI 36:10 Borrowed Assets in Ads: Success and Failures 37:02 Humor and Celebrities in Ads 38:09 Surprising Ad Performances 40:07 Heartfelt Ads of the Year 41:56 Innovative Campaigns and Predictions 52:33 The Power of Jingles in Advertising Links to research: https://redcresearch.com/ Test Your Ad: https://redcdirect.com/

2024 is nearly over us so a perfect time to look ahead to 2025. In today's episode I delve into the future of marketing with Imaad Ahmed, Head of WARC Advisory for EMEA and the Americas. This special episode focuses on the highly anticipated WARC 2025 Marketers Toolkit, exploring pivotal themes that will shape the marketing landscape in the upcoming year. Discover the key strategies around the economic reset and how stability might impact proactive planning, the importance of bridging the experience gap, and the potential of a solid 'promise to the customer' to enhance brand loyalty and effectiveness. The discussion also covers the challenging digital dilemma that pits brand safety against the allure of performance marketing, and the rising trend of atomization with more people living alone and its implications for consumer spending. Dive into the rich insights on how marketers need to navigate through AI developments, leverage synthetic data, and prepare for a future where content and commerce converge. This episode is packed with expert advice, data-driven insights, and strategic recommendations to help you stay ahead of the curve. Whether you're a seasoned marketer or new to the field, this episode will equip you with the necessary tools and knowledge to thrive in 2025 and beyond. Don't miss out on this deep dive into the future of marketing! 00:00 Introduction and Podcast Overview 00:48 Guest Introduction: Imaad Ahmed from WARC 01:13 Exploring WARC and Its Benefits 01:40 Marketing Headwinds and Insights 04:46 Imaad Ahmed's Role and WARC's Impact 07:08 Reflecting on 2024 and Looking Ahead to 2025 11:32 Economic Reset and Marketing Strategies 18:57 The Experience Gap and Customer Promise 23:09 The Power of Customer Promises in B2B 23:49 Examples of Effective Customer Promises 25:11 Simplifying Brand Communication for the C-Suite 28:26 Trend 3: The Digital Dilemma 30:44 The Rise of AI in Media Planning 34:58 Trend 4: The Age of Atomization 42:47 The Importance of Customer Insight 45:49 Looking Ahead to 2025

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.

Tune into the full episode to find out what Sarah Higgins, B2B Jury Chair for Eurobest found out about customers in Japan when she did

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 episode Effective 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 Podcast 00:09 Sponsorship and Community Engagement 00:59 Introducing Today's Guest: Sarah Hagans 02:06 Sarah's Background and Experience 02:13 Marker - Outro 02:37 Challenges in B2B Marketing 03:51 Marketing Strategies and Campaigns 07:49 Global Marketing Insights 11:55 Local Market Customization 15:42 Focus Groups and Feedback 20:08 The Evolution of B2B Marketing 24:54 Playfulness in B2B Marketing 25:27 Storytelling and Impact in Campaigns 26:32 Challenges of Information Overload 26:56 Simplicity and Elegance in Campaigns 28:14 Navigating Feedback and Sign-Off Processes 29:59 Importance of Data-Driven Marketing 34:59 Effective Award Submissions 38:49 Impact of Winning Awards 43:46 Predictions for B2B Marketing in 2025 45:46 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 success Take the Power of Play Survey: https://neonpowerofplay.typeform.com/to/xsCVxMFq 00:56 Introducing Neon Agency 01:24 The Power of Play in Branding 02:31 Panel Introduction 03:04 Jane Parlin on C&C Group 03:52 Aisling Quigley on Movember 05:18 Gavin Downs on Brand Experiences 06:56 Playful Brands and Their Impact 11:18 The Role of Agencies in Brand Play 16:11 Future of Brand Experiences 29:49 Taking Risks in Marketing 30:06 Embracing Imperfection 30:40 Balancing Budgets and Creativity 31:20 Understanding Your Audience 32:21 The Power of Research and Data 34:17 Navigating Organizational Culture 37:00 The Role of Metrics in Marketing 40:01 Creative Campaigns and Brand Experiences 42:47 The Importance of Playfulness 46:58 Q&A 58:40 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 Introduction 00:46 Nishma's DJing Passion 03:25 Career Beginnings at Teletext 06:41 Transition to Marketing 08:53 Embracing Change and Technology 16:15 Joining Google 28:59 Discovering Your Superpowers 31:15 The Power of Direct Mail 33:41 Creative Marketing Strategies 35:12 The Evolution of Direct Mail 44:35 Measuring Marketing Effectiveness 53:20 Introducing The Glitter Sphere

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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. He was part of the team that pulled Listen Up together, so who better to speak to about the state of audio today than Andrew/ 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 https://youtu.be/rto2P_J5etM?si=iZReX785lkvU9PWz and 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. Keep an eye out for how Andrew uses his trademark sign to promote this episode. 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: congruency, memorability, distinctiveness, flexibility, appeal, and ownability, encouraging brands to think strategically about their sound identity. 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

The latest Christmas Ad for Marks & Lewis has just been released. What do you think of their 2024 Christmas ad?

For my legions of followers across the globe, this section of the monthly newsletter is available in French, Brazilian& Spanish. This is all about LipDub and what it can do for your localisation efforts. In this clip we talk about Nomad Had you heard of Nomad, I had not, but I have now. Thanks to Will Smith. And yes, it is that Will Smith! He is in an ad for Nomad it is a Brazilian product that allows you invest overseas without leaving Brazil. This seems like a great thing, but I was more impressed and taken in by the way it used technology to make The Fresh Prince speak in Portugese, using his voice. I talked last month about what meta are doing in this space and what that meant for localisation agencies. Well maybe the shipped has sailed. The technology used for this was LipDub AI and I have been talking to some of the team there about the work that they are doing. The product was created for a different original use case but they are seeing lots more use cases. I know from working in my previous global marketing role how many things were unavailable to markets outside the US or other "core markets" and how this technology would have almost completely removed that barrier. If you would like to hear more about LipDub, drop me a message and I can link you in to my connections there