SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.
In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising. The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.We hope you enjoy the show!Our Guest:David TiltmanChief Content Officer, WARC; SVP Content, LIONS Intelligencehttps://www.linkedin.com/in/david-tiltman-5a2a6614/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Episode Takeaways:Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.The festival includes both a core event and a vibrant fringe, offering diverse experiences.Creativity must be linked to commercial effectiveness in today's marketing landscape.The rise of AI is reshaping how marketers approach creativity and effectiveness.Craftsmanship in marketing is essential and cannot be easily automated.The American marketing landscape is sophisticated but has its challenges.The Multiplier Effect highlights the importance of effective marketing strategies.Marketers need to communicate effectiveness in relatable terms to a broader audience.The tension between best practices and market trends is a significant challenge.Lions Intelligence aims to provide valuable insights and tools for marketers.Chapters00:00 - Introduction00:58 - The Evolution of Cannes Festival03:48 - Experiencing the Fringe and Spontaneity05:55 - Making Effectiveness Entertaining07:54 - Balancing Creativity and Effectiveness09:45 - The Shift in Festival Programming11:48 - The Multiplier Effect and Industry Response14:24 - Emerging Trends and Frameworks16:10 - The Evolving Landscape of Marketing Practices18:40 - Navigating the Creator Economy and Brand Recognition21:30 - The Craft of Marketing: Balancing Creativity and Consistency22:46 - American Marketing: Insights and Challenges27:34 - Introducing Lions Intelligence: A New Era in Marketing Research
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SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.
In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon. Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors.Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/TakeawaysThe Calgary Stampede serves as an unofficial economic indicator.Attendance at the Stampede is on pace to break records.Google Ads are seeing a decline in click-through rates post-AI integration.Longer queries are becoming more common in search behavior.Viral content does not always correlate with brand growth.Experiential marketing is becoming more important than traditional ads.Generic ads can outperform personalized retargeting ads in certain contexts.Timing is crucial for effective retargeting strategies.Stella Artois' Wimbledon campaign creatively aligns with cultural events.Emotional connections in marketing are essential for brand differentiation.Chapters00:00 - Introduction00:57 - Calgary Stampede: Economic Indicator03:14 - Shifts in Google Ads Post-AI06:33 - The Long and Short of Advertising07:58 - MasterCard's Experiential Marketing Shift11:10 - Retargeting: When Does It Work?17:36 - Stella Artois: Wimbledon Campaign HighlightsLinks:Calgary Stampede: What the 'Greatest Outdoor Show on Earth' says about the economy - https://www.cbc.ca/news/canada/calgary/bakx-calgary-stampede-2025-1.7577533Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2yAdvertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/Marketing Moment:When does Retargeting Work?https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledonFrom Performance Marketing To Experience Marketinghttps://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc
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SBP 130: Zombie Metrics - Post Pod Discussion.
Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data. They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data. The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape of marketing and the necessity of adapting to new insights and methodologies.Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/TakeawaysZombie metrics can mislead marketers.The traditional funnel model is no longer effective.Intent data should be used holistically, not just for conversions.Data literacy is crucial for interpreting marketing metrics.Marketers must validate their metrics to ensure accuracy.Curiosity about data sources enhances understanding.Marketing effectiveness principles are essential for real results.Dale Harrison's insights provide valuable perspectives.The consumer journey is more compressed than ever.Being open to being wrong fosters growth in marketing.Chapters00:00 - Introduction and Context Setting01:07 - Exploring Zombie Metrics04:16 - The Outdated Funnel Model08:51 - Intent Data and Its Implications13:29 - Marketing Effectiveness Principles
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SBP 130: Zombie Metrics: Don’t Fall for Misleading Data. With Dale Harrison.
In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing. He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process. Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nature of intent data. Enjoy the show!Our guest:Dale HarrisonConsultant - Inforda Life Sciences Serviceshttps://www.linkedin.com/in/dalewharrison/Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Chapters00:00 - Introduction02:12 - Understanding Zombie Metrics10:28 - The Importance of Data Literacy in Marketing12:21 - The Role of Financial Metrics in Marketing22:04 - The Funnel vs. Gumball Machine Model in Marketing26:41 - The Evolution of Sales Tactics29:21 - Understanding Marketing Models and Buyer Behaviour30:22 - The Role of Memory in Marketing32:36 - Measuring Marketing Effectiveness35:29 - The Impact of Brand Marketing37:51 - The Misconception of Intent in Marketing45:12 - The Limitations of Intent DataTakeawaysZombie metrics can mislead marketers and decision-makers.Data literacy is essential for credibility in marketing.The traditional funnel model is outdated and oversimplified.Marketing should focus on altering future buyer behaviour.Brand marketing has a lasting impact on consumer memory.Intent data is often unreliable and can lead to false assumptions.Marketers need to evaluate the metrics they use critically.Understanding contribution margin is crucial for marketing effectiveness.Effective marketing requires a balance of performance and brand strategies.The cost of acquiring customers is often exaggerated in marketing discussions.
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SBP 129: From Rosé to Reality — Cannes 2025 Wrap-Up
In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends. They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media. The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They conclude with thoughts on future plans and the value of connections made at the festival.Follow our updates here: https://www.linkedin.com/company/sleeping-barber/https://www.sleepingbarber.caGet in touch with our hosts:Marc Binkley: https://www.linkedin.com/in/marcbinkley/Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/Key TakeawaysMeeting industry leaders in person was a significant highlight.Personalization in marketing may be losing its effectiveness.Martech should focus on driving results rather than just technology.Long-term campaigns are more effective than short-term sprints.Excess share of voice is crucial for brand success.Creative approaches can help achieve share of voice with limited budgets.Attention metrics are essential for effective advertising.Wasted ad spend is a major issue in the industry.Social purpose needs to be genuine and integrated into branding.Networking at events like Cannes is invaluable for professional growth.Timestamps: 00:00 Chilling in the Cold: Reflections on Cannes02:39 Networking with Industry Leaders05:17 The Shift in Personalization and Martech07:53 The Role of Social Purpose in Branding10:42 Campaign Longevity: Thinking Long-Term13:19 Excess Share of Voice and Budget Constraints15:58 Innovative Campaigns: Rethinking Media Strategies18:29 Creative Insights from Cannes 202521:10 The Importance of Attention in Advertising23:53 Final Thoughts and Future Plans
Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact.
From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences.
This is your backstage pass to smarter thinking and better business results.
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