Check out this brilliant story about Oasis.

Listen here: https://podfollow.com/thats-what-i-call-marketing Peter Hammer is in fact The Marketing Scientist. In a genius move while working at the Ehrenberg-Bass Institute for Marketing Science he claimed the domin and now he consults brands across the globe. In this episode of 'That's What I Call Marketing,' host Conor Byrne meets Peter Hammer and they delve into the evolving landscape of video content and advertising, sharing insights from Peter's experience with prominent brands like Paramount, Sony, and Discovery. From analysing the significant changes in video consumption over the past five years to stressing the importance of evidence-based decision-making, Peter's knowledge offers a comprehensive view of the media industry. He also discusses the critical role of effective sponsorships and how independent measurement can build trust between media owners and brands. Tune in to understand the complexities and opportunities within today's media landscape, supported by robust research. Don't miss out on Peter & Conor's valuable advice for marketers looking to navigate this dynamic field. 00:45 The Evolution of Video and Clientele 03:08 Transition to Client-Side Roles 07:14 Global Market Dynamics 13:26 Importance of Media and Commercial Strategy 16:43 The Science of Sponsorship 22:39 Introduction to the Total Video Report 23:03 Origins and Evolution of the Total Video Project 25:47 Understanding Viewing Patterns Across Age Groups 29:03 Changes in Content Consumption and Market Dynamics 30:50 The Importance of Live and Non-Scripted Content 37:49 Challenges and Learnings in Media Research 41:02 The Role of Marketers in Media Measurement Connect with host Conor Byrne on LinkedIn https://www.linkedin.com/in/conorbyrne/ Thanks to today's show sponsor Diplomat, the global brand agency

Explore the top marketing highlights from August. Dive into Sportsbet's engaging 'Elite Average Games' campaign, X's (formerly Twitter) legal battle to reclaim advertising revenue, and Teamwork.com's humorous take on client relations. Discover 'Who Gives a Crap's' unique sports sponsorship, Starbucks' new CEO appointment, Mars' acquisition of Kellogg's snack division, and Uber's venture into in-app advertising. Learn about Guinness' Premier League sponsorship, the latest from Snoop Dogg with Solo Stove, McDonald's Japan's ambitious AI ad campaign, and Cristiano Ronaldo's YouTube milestone. Plus, find out how Dunkin' Donuts is leveraging star power, HelloFresh's global campaign, and revisit the iconic British Heart Foundation ad with Vinnie Jones. And don’t miss insights into Steven Bartlett's controversial ads, and more, in this packed episode with actionable marketing strategies and lessons. 00:00 Introduction to the Podcast 00:20 Community Engagement and Support 00:56 Sportsbet's Elite Average Games Campaign 02:39 X's Legal Threats and Advertising Challenges 04:30 Teamwork.com's Client Part Two Campaign 05:55 Who Gives a Crap's Unique Sponsorship 07:11 Starbucks' New CEO and Controversial Commute 08:50 Uber's Revenue Diversification 10:30 Mars Acquires Kellogg's Snack Division 12:00 Guinness' Premier League Sponsorship 14:00 Dunkin' Donuts and The Instigators 14:56 Snoop Dogg's Solo Stove Campaign 15:39 McDonald's Japan AI Ad Campaign 17:42 Steven Bartlett's Influencer Controversy 19:23 Cristiano Ronaldo's YouTube Strategy 20:55 HelloFresh's Global Campaign 22:15 Oasis Reunion Marketing Genius 23:43 Curry's Gen Z Social Media Campaign 24:06 British Heart Foundation's CPR Campaign 25:24 DNA of Distinct 28:48 Recent episode recap and new sponsor announcement

Enterprise product launches are BORING as all hell. Canva CEO Mel Perkins had a totally different idea for their launch and the internet was on FIRE talking about it. There was a lot of hate for this, but in my view is that hate was wrong. This was the most talked about product launch I have ever seen. Kudos to Canva @canva

Listen here https://podfollow.com/thats-what-i-call-marketing Most of the evidence in marketing science is based on large brands. This can be incredibly frustrating when you are a small brand, trying to grow and hearing all these rules and laws that don't seem to apply to you and being told if you are small you will stay small. James Hurman doesn't agree so take a listen to what this expert has to say and inspire small brands to grow.

Another two part episode to conclude our Cannes Sessions. First up is James Hurman, founder of Previously Unavailable and Co-Founder of Tracksuit and he is followed by Jimmy Knowles of Canva. Part One James Hurman returns as a guest to That’s What I Call Marketing, we met to discuss his book Future Demand, which is a great read I would highly recommend and I wanted to catch up with James to chat about how Future Demand has really captured the imagination as an important way to reframe conversations. We chat about James’s presentation at Cannes carried out by Tracksuit and presented alongside TikTok and James explains the implications of this research and how the study concluded that brand awareness significantly impacts growth efficiency and conversion rates, which was consistent across both Amazon and TikTok. High brand awareness correlates with better performance marketing results, emphasising the importance of building brand awareness to sustain profitable business growth. I also ask James his views on Mark Ritsons views on smaller brands remaining small, James counters that with the right strategy, small brands can indeed evolve into large brands, albeit with successive and creative efforts. The conversation touches on the critical role of educating finance and venture capital communities on the value of brand-building, emphasising the need for data-driven approaches to justify marketing investments. They stress the importance of aligning marketing strategies with financial metrics to gain broader organisational support. The discussion wraps up with reflections on the role of creativity in marketing acknowledging that while brand-building efforts must be measured and justified, creativity remains a powerful tool for driving business growth and engaging audiences. Part Two Jimmy Knowles heads up experiential at Canva. Now Im a bit of a Canva super fan, I love the product, I am able to do so much because of it that I truly would not be able to do if I wasnt using it. So I was really looking forward to meeting Jimmy and talk about the Canva rocketship and its 10 year overnight success. And then get to talk about the now infamous Canva Create Rap that Jimmy and the team created to launch their enterprise product. It says a lot about the culture of Canva that they chose a rap battle to launch an enterprise product, it got massive pick up, something most product launches cant say. Great to get an insight into how Canva thinks about these things, its definitely a disruptive product and they think about continuing to disrupt the market. PART ONE 00:32 Discussing Performance Marketing 01:24 Insights from Tracksuit's Research 03:19 Brand Awareness and Conversion Rates 05:06 Challenges for Small Brands 06:42 The Importance of Creativity in Marketing 09:19 Educating Finance on Marketing 17:53 The Rise of AI in Marketing 23:35 Dissecting Scott Galloway's Marketing Views 24:43 The Power of Advertising in Tech Giants 25:28 The Risks of Misleading Marketing Advice PART TWO 27:37 A Conversation on Canva's Growth 29:49 The Canva Experience: Empowering Creativity 34:23 Canva's Global Strategy and Local Adaptation 39:51 Innovative Product Launches: The Canva Way 50:01 The Future of B2B Marketing with Canva The Cannes Sessions are brought to you by Freedman International.

Another two part episode to conclude our Cannes Sessions. First up is James Hurman, founder of Previously Unavailable and Co-Founder of Tracksuit and he is followed by Jimmy Knowles of Canva. Part OneJames Hurman returns as a guest to That’s What I Call Marketing, we met to discuss his book Future Demand, which is a great read I would highly recommend and I wanted to catch up with James to chat about how Future Demand has really captured the imagination as an important way to reframe conversations. We chat about James’s presentation at Cannes carried out by Tracksuit and presented alongside TikTok and James explains the implications of this research and how the study concluded that brand awareness significantly impacts growth efficiency and conversion rates, which was consistent across both Amazon and TikTok. High brand awareness correlates with better performance marketing results, emphasising the importance of building brand awareness to sustain profitable business growth. I also ask James his views on Mark Ritsons views on smaller brands remaining small, James counters that with the right strategy, small brands can indeed evolve into large brands, albeit with successive and creative efforts. The conversation touches on the critical role of educating finance and venture capital communities on the value of brand-building, emphasising the need for data-driven approaches to justify marketing investments. They stress the importance of aligning marketing strategies with financial metrics to gain broader organisational support. The discussion wraps up with reflections on the role of creativity in marketing acknowledging that while brand-building efforts must be measured and justified, creativity remains a powerful tool for driving business growth and engaging audiences. Part TwoJimmy Knowles heads up experiential at Canva. Now Im a bit of a Canva super fan, I love the product, I am able to do so much because of it that I truly would not be able to do if I wasnt using it. So I was really looking forward to meeting Jimmy and talk about the Canva rocketship and its 10 year overnight success. And then get to talk about the now infamous Canva Create Rap that Jimmy and the team created to launch their enterprise product. It says a lot about the culture of Canva that they chose a rap battle to launch an enterprise product, it got massive pick up, something most product launches cant say. Great to get an insight into how Canva thinks about these things, its definitely a disruptive product and they think about continuing to disrupt the market. PART ONE00:32 Discussing Performance Marketing01:24 Insights from Tracksuit's Research03:19 Brand Awareness and Conversion Rates05:06 Challenges for Small Brands06:42 The Importance of Creativity in Marketing09:19 Educating Finance on Marketing17:53 The Rise of AI in Marketing23:35 Dissecting Scott Galloway's Marketing Views24:43 The Power of Advertising in Tech Giants25:28 The Risks of Misleading Marketing Advice PART TWO27:37 A Conversation on Canva's Growth29:49 The Canva Experience: Empowering Creativity34:23 Canva's Global Strategy and Local Adaptation39:51 Innovative Product Launches: The Canva Way50:01 The Future of B2B Marketing with Canva The Cannes Sessions are brought to you by Freedman International.

Listen here https://pod.fo/e/25feef Marketing hates Sales and Sales hates Marketing, so why bother trying to fix the issue? Do we just waste time on something that is never going to change, is it energy you can put somewhere else. Check out the full episode with Peter Weinberg & Jon Lombardo of Evidenza talking about AI, B2B Marketing and synthetic research #ai #marketingpodcast #b2bmarketing #b2b #aimarketing #synthetic #marketingnews

Listen to the episode here: https://pod.fo/e/25feef Jon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently. Now getting into the conversation we have, we of course talk about their journey at LinkedIn and why they decided to leave. We dive into the core principles that guided their work at the B2B Institute, including the influence of Ehrenberg-Bass and Binet & Field on marketing effectiveness. They reflect on the impact they had at LinkedIn, helping elevate B2B marketing, and how they perceive the opportunities in B2B sector growth compared to B2C. They explain the challenges they faced with scaling traditional market research in the B2B sector, citing its high costs and slow pace. This led them to explore and adopt 'Synthetic Research' as a scalable solution that leverages AI to mimic customer responses accurately and cost-effectively - it is fascinating. We discuss how their new company Evidenza aims to build finance-friendly marketing plans using synthetic research. This method allows marketers to generate reliable insights quickly and more affordably, democratising access to robust market research. They emphasise the importance of asking the right questions and how synthetic research can help marketers avoid limitations like 'survey fatigue' and 'survey remorse.' Jon and Pete also explore the unique benefits of working independently after leaving LinkedIn, highlighting their newfound creative freedom and ability to directly apply marketing theories to their business. Their vision for Evidenza is fascinating and speaking to them about it, the passion is incredible, their innovative approach is set to revolutionise the field by making customer insights more accessible, faster, and cost-effective. 00:16 Uncensored CMO comments rectified 01:10 Leaving LinkedIn: The Big Decision 01:28 Challenges in B2B Marketing 09:44 Global Marketing Insights 12:50 The Role of Finance in Marketing 16:12 Brand Consistency vs. Change 19:22 Introducing Evidenza 22:30 The Importance of Asking the Right Questions 22:38 A New Way of Marketing 23:36 Synthetic Research: Faster and Cost-Effective 24:29 Creating Synthetic Samples 25:55 Comparing Synthetic and Traditional Research 30:28 The Flexibility of Synthetic Research 33:24 Democratizing Market Research 43:01 Global Reach and Future Potential 45:12 Transitioning from LinkedIn to Startup The Cannes Sessions are brought to you by Freedman International

Jon Lombardo and Peter Weinberg built a reputation as the gurus of B2B marketing, being named as the Les & Peter of B2B Marketing (by Les and Peter) and they took time out of their yacht hopping in Cannes to join me to talk about what they are up to since leaving the B2B Institute. Before we get into the details of the episode, in a highly controversial moment, Jon and Peter take time out to clarify and rectify a comment they made on the Uncensored CMO podcast recently. Now getting into the conversation we have, we of course talk about their journey at LinkedIn and why they decided to leave. We dive into the core principles that guided their work at the B2B Institute, including the influence of Ehrenberg-Bass and Binet & Field on marketing effectiveness. They reflect on the impact they had at LinkedIn, helping elevate B2B marketing, and how they perceive the opportunities in B2B sector growth compared to B2C. They explain the challenges they faced with scaling traditional market research in the B2B sector, citing its high costs and slow pace. This led them to explore and adopt 'Synthetic Research' as a scalable solution that leverages AI to mimic customer responses accurately and cost-effectively - it is fascinating. We discuss how their new company Evidenza aims to build finance-friendly marketing plans using synthetic research. This method allows marketers to generate reliable insights quickly and more affordably, democratising access to robust market research. They emphasise the importance of asking the right questions and how synthetic research can help marketers avoid limitations like 'survey fatigue' and 'survey remorse.' Jon and Pete also explore the unique benefits of working independently after leaving LinkedIn, highlighting their newfound creative freedom and ability to directly apply marketing theories to their business. Their vision for Evidenza is fascinating and speaking to them about it, the passion is incredible, their innovative approach is set to revolutionise the field by making customer insights more accessible, faster, and cost-effective. 00:16 Uncensored CMO comments rectified01:10 Leaving LinkedIn: The Big Decision01:28 Challenges in B2B Marketing09:44 Global Marketing Insights12:50 The Role of Finance in Marketing16:12 Brand Consistency vs. Change19:22 Introducing Evidenza22:30 The Importance of Asking the Right Questions22:38 A New Way of Marketing23:36 Synthetic Research: Faster and Cost-Effective24:29 Creating Synthetic Samples25:55 Comparing Synthetic and Traditional Research30:28 The Flexibility of Synthetic Research33:24 Democratizing Market Research43:01 Global Reach and Future Potential45:12 Transitioning from LinkedIn to Startup The Cannes Sessions are brought to you by Freedman International

Jon Lombardo & Peter Weinberg declare That's What I Call Marketing the only podcast to listen to, so subscribe today and never miss out.

Mauro Porcini is SVP and Chief Design Officer at PepsiCo and he believes in the power of kindness to bring about positive change in the world, through design and marketing. New episodes of That's What I Call Marketing are out every Tuesday the ONLY podcast to listen to. https://podfollow.com/thats-what-i-call-marketing