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.

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