Join this engaging and insightful conversation as Brit Starr, the CMO of CreatorIQ, shares her journey and valuable marketing insights on That's What I Call Marketing. Brit delves into her foundational experiences at agencies, working on iconic brands like Shiner Beer, and how those experiences shape her current strategies. From the intricacies of crafting compelling briefs to the evolving roles of creators in marketing, Brit offers a wealth of knowledge. Hear about her professional challenges, including a stretch into a revenue role, and the unique aspects of marketing to marketers. Brit also discusses the acquisition of Tribe Dynamics by CreatorIQ and how the union has created a powerhouse in the influencer marketing space. Learn about the company’s community-first philosophy, its relentless focus on adding value beyond transactions, and how it has successfully marketed to some of the world's biggest brands like Levi's, BMW, and Anheuser-Busch. Don't miss Brit's perspectives on the importance of brand safety, the challenges of international marketing, and the transformative power of AI in streamlining marketing processes. She candidly talks about her leadership style and the importance of having open and honest team dynamics. Brit's reflections on her role as CMO, the significance of staying close to the customer, and how to keep a marketing team focused while fostering creativity are incredibly insightful. This episode is a must-watch for anyone looking to stay ahead in the ever-evolving marketing landscape. 00:00 Listening to Customers and Community 00:39 Early Career and Agency Experience 05:35 Transition to Tech and Consulting 06:16 Joining Tribe Dynamics and Role Evolution 13:02 Acquisition by CreatorIQ and New Ventures 17:28 Leadership Philosophy and Company Growth 20:05 Client Relationships and Value-Driven Approach 23:04 Navigating the Creator Marketing Landscape 23:55 Solving Customer Problems with Technology 25:05 Brand Safety in Creator Campaigns 26:05 Managing High Volume Creator Collaborations 26:38 Teaching Brands About Their Own Value 27:17 Activating the Creator Community 27:55 Staying Close to the Customer 28:25 Marketing to Marketers 28:49 The Power of Data in Marketing 30:34 Measurement and Metrics in Marketing 31:25 Challenges of International Marketing 33:19 AI in Marketing 37:46 Leadership and Team Dynamics 40:15 Theories of Victory and Focus 42:57 Becoming the CMO

Featuring Paul Dervan, Andrew More, Abi Moran & James Dunne This episode of 'That's What I Call Marketing' delves into the transformative role of AI in the marketing landscape. Host Conor Byrne and returning guest Paul Dervan, along with industry experts, Andrew More, Abi Moran & James Dunne, discuss the practical uses and benefits of AI in marketing, creative production, and advertising. They explore AI's potential to disrupt traditional workflows, the importance of crafting effective prompts, and the collaboration between AI and human creativity. Special segments include insights from Andrew Moore of LipDub on video localization and the future of AI in advertising, Abi Moran from Folk VML on AI's structural impact, and James Dunn on AI's limitations and the irreplaceable value of human nuance and creativity. The episode encourages marketers to embrace AI's capabilities while preserving the human elements that drive truly impactful work. Check out Lipdub here https://app.lipdub.ai/signup?afmc=1z

Featuring Prof. Felipe Thomaz In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear. Access the paper here https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3836621 Key topics include: *The Role of Media Synergies and Complementarity: Felipe explains why combining media channels isn’t just about reach but about leveraging their unique functionalities to achieve business outcomes. *Challenging Established Marketing Theories: Hear why Felipe’s data-driven research calls into question some widely accepted marketing principles, including those inspired by Byron Sharp. *AI and the Marketplace: Discover how artificial intelligence is not just transforming how marketers create campaigns but fundamentally changing how consumers buy and engage with products. *Campaign Effectiveness: Learn why only 1% of campaigns deliver exceptional results and how most fall short, along with strategies to break out of mediocrity. *Understanding Consumer Journeys: Felipe reveals insights from analysing over a million customer journeys, showing how different channels impact people based on their decision-making tendencies. If you’re a marketer seeking an edge, this episode offers practical advice, evidence-backed insights, and a glimpse into the future of marketing. Whether you’re in brand management, media planning, or digital marketing, this conversation is your roadmap to outperforming the competition. 00:42 Early Life and Career Path 02:37 Research Focus and Government Work 03:47 Marketing Insights and Strategies 04:20 The Power and Complexity of Marketing 08:00 Brand Awareness and Decay 10:06 Research and Publications 11:04 Challenging Established Marketing Theories 18:54 Campaign Efficiency and Optimization 27:38 The Client-Agency Dynamic 28:03 Oversimplification in Media Planning 28:25 The Importance of Honest Conversations 29:08 Channel Selection and Audience Targeting 30:09 Understanding Media Functionality 31:38 The Role of Different Channels 36:16 Avoiding the Scattergun Approach 39:07 Analyzing Media Strategies 42:21 Opportunities in Media Pricing 53:44 Future of Marketing and AI

In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation. Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest. The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades. We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging. The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging. 00:00 Introduction and Welcome 00:10 Grainne's Career Journey at Diageo 02:03 The Fundamentals of Marketing 05:09 The Bailey's Turnaround Story 06:27 Understanding the Product 07:24 Repositioning Bailey's in the Market 11:13 The Power of Advertising 13:18 Crafting Iconic Guinness Ads 14:12 Creativity with Precision 16:03 Innovation and Nitrosurge 17:53 Social First Approach 22:46 Agency Relationships 25:09 Guinness' Success in the UK 27:02 Guinnfluencers and Community Engagement 28:13 Quality Control and Consumer Feedback 30:07 Premier League Partnership 32:12 Smirnoff's Market Position 34:45 Balancing Global and Local Strategies 37:15 Agile Brand Communities 39:12 AI in Marketing 41:56 Leadership Evolution 42:18 Balancing Drive and Energy 43:55 Paying It Forward 44:48 Supporting Women in the Workplace 46:13 Career as a Marathon 47:45 Balance in Life 48:24 Belonging and Inclusivity 49:22 Socializing and Accessibility 50:18 Looking Ahead to 2025

The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think. In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team to Texas. We also tackle the political undertones influencing these changes and the potential impact on free speech and misinformation. Essential listening for anyone navigating the ever-changing social media landscape. 00:00 Introduction and Guest Introduction 00:02 Overview of Meta's Big Changes 01:30 Community Notes and Policy Simplification 02:47 Policy Enforcement and Civic Content 03:52 Free Speech and Platform Control 04:36 Trust Team Relocation and Tax Implications 05:09 Concerns Over Misinformation and Sensationalism 08:30 Impact on Brands and Advertising 14:30 Future of Social Media and Final Thoughts

Check out some of the guests coming soon

Grainne Wafer Diageo's Global Marketing Director discusses Transforming Marketing with Agile Brand Communities

In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber Podcast Marc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion. 00:17 Meet the Hosts 02:15 Campaigns of the Year 11:49 Bullish or Bearish: Marketing Trends 12:18 Influencer Marketing Insights 25:51 Greenwashing and Brand Authenticity 26:59 Marketing Surprises of the Year 27:18 TV Ad Spend and Frequency Debate 30:23 Pre-Testing Debate and Innovations 34:24 Jaguar's Controversial Rebrand 41:10 Predictions for 2025 43:05 AI's Role in Creative Marketing 45:17 Debating Marketing Theories

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.