That's What I Call Marketing

• S4 Ep21: Kaveri Camire CMO of DXC Technology on Building brand in a tech world

  Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling. 05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories 08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth10:00 Navigating Large Organizations: The Power of Humility and Networking 14:50 Experimentation in Marketing: Start Small and Scale 18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams 22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders 28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients 36:00 Business Value of Sponsorships: Client-led Value in Partnerships 42:02 Strategic partnerships and sponsorships45:38 Challenges and advice for CMOsDon't forget to like, share, and subscribe to help us reach a wider audience! Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep20: B2B Creativity that drives growth from Brand to Demand with Wendy Walker

  B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.What you’ll learnBrand→Demand, together: Why separating brand and demand hurts performance—and how bringing them into one plan makes ROI easier to prove.Global to local at scale (the 70/30 rule): What to keep from HQ and what to adapt—plus why a deep customer-story library is a B2B cheat code.Creativity that converts: The B2B decade is here—emotion, humor, and human truth are now winning at the highest level.Measurement that matters: How to include brand spend in the business case and show full-funnel impact.AI that actually helps marketers: From segmentation and targeting lifts to marketers building agents in ~20 minutes—practical ways AI amplifies outcomes.Small business spotlight: What the Cannes Grand Prix winner signals about SMB-focused B2B and the rise of meaningful creator/influencer roles.Who this episode is forB2B CMOs, VPs, and growth leaders who need to scale creativity, prove impact, and translate global platforms into local results—without losing speed.02:15 Episode starts • hello, Cannes context, setting the agenda.03:15 Agency lessons in SE Asia • Mindshare perspective.04:46 Operating in 185+ markets • global expansion as a career crucible.05:49 Head-down, hands-dirty growth • owning your voice.08:44 Sponsorship over self-promotion • lifting others as a leader.16:48 How to land in new markets • agents, on-ground research, and digital sales.18:28 Weekly stack-ranking 185 markets • what to optimise and when.21:03 Sliding-doors into Salesforce • building the SE Asia marketing team.22:16 Why Jakarta matters • local talent and skills on the rise.23:44 The 70/30 rule • global platforms, local edge + customer story library.24:56 The B2B decade • creativity, buying groups of ~23, and being human.26:05 Brands getting B2B right • Workday, ServiceNow, Canva.31:44 Measurement that matters • include brand spend in the business case.33:15 AI that actually helps • targeting, segmentation, “20-minute” agents.35:18 Future talent in an AI world • learning without losing the craft.37:22 Cannes 2025 takeaways • best year yet for Creative B2B; emotion rises.38:44 From token purpose to real value • long-term, business-backed impact.51:41 Mentoring future female leaders •. Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep19: Kelloggs on Backing The Bird with VP Jenn Carkner & Snr Dir Stephen Duggan

  The fastest way to grow 17 brands might be to advertise one.Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”What this episode covers:Masterbrand vs sub-brands: Why the team said, “We absolutely have to back the master brand”—and how one super-asset can “float all the other boats.”Global idea, local truth: The universal insight—win the morning (“you do you”) or you compromise the day—rooted in a 300+ person ethnographic study across Europe.Distinctive Brand Assets with plot (not just props): The DBA audit that unlocked Back the Bird, plus the moment the team literally “backed the bird.”Music as memory structure: How Jurassic 5 became their first-ever ad license—and why the track was stress-tested on set until nobody could imagine the film without it.Retail reality: Competing with own-label through superior product + brand value, a ruthless shelf line—Get the Original—and activations only Kellogg’s can do (e.g., EFL soccer camps).Effectiveness & scale: Ipsos and System1 pre-tests scored extremely highly; early sentiment is off the charts across UK/IE and also France/Italy—giving confidence to build the platform out.01:36 Kellogg's Legacy and Marketing Philosophy02:19 The Power of the Kellogg Master Brand06:20 Building Internal Alignment12:06 Global to Local Marketing Challenges20:44 Reviving Cornelius the Rooster24:20 Discovering Cornelius: The Strong DBA Asset25:08 The Role of Music in Advertising28:36 The Journey of Marketing Transformation32:46 Facing the Challenge of Own Label Brands37:19 The Power of Creativity and Brand Identity39:25 Measuring Success and Future Plans44:22 A Defining Moment for the Brand Hosted on Acast. See acast.com/privacy for more information.

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• The Singles EP9: American Eagle, Ibiza Final Boss, Lavzza Coffee, F1 & Jet2 Holidays with Tracksuit

  In this episode of 'The Singles,' we explore a range of exciting topics, from analyzing American Eagle's controversial Sydney Sweeney ad to uncovering the growth behind the British Grand Prix. We also delve into Lavazza's heartwarming coffee campaigns and discuss the unpredictable virality of internet sensations, including the 'Ibiza Final Boss.' Get ready for data-backed insights, hilarious moments, and a whole lot of marketing wisdom. Don't forget to like, share, and review to help us reach more listeners in the ever-changing podcasting landscape. Tune in now for an unmissable episode!03:12 American Eagle and Sydney Sweeney Controversy15:38 British Grand Prix and Formula One Insights23:45 Lavazza's Emotional Coffee Campaign29:10 Cultural Moments and Reactive Marketing35:35 Jet2 Holidays and Brand PerceptionFind the hosts:Jasper: https://www.linkedin.com/in/jasperskinner/Dan:https://www.linkedin.com/in/dan-fleming-a15854118/Conor: https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep18: How The RealReal is Winning the Luxury Resale Game with Caroline Gardner

  The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out?In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold moves that have propelled The RealReal to the top. From her start in luxury hospitality at Ritz-Carlton to leading marketing for one of fashion’s most disruptive players, she reveals what it takes to build trust, scale a community, and stand out in a crowded market.Inside this episode:💥Values as a competitive advantage – The gold standards from Ritz-Carlton that still shape Caroline’s leadership today.💥Campaigns that cut through – If You Love Me, Let It Go and Ask Yourself What’s Real, and why the insights behind them matter.💥Going where you’re invited – Why Substack became an unlikely but powerful growth channel.💥Creators done differently – Letting influencers tell the story in their own way.💥Authenticity in the age of counterfeits – How The RealReal tackles trust head-on in a market flooded with fakes.💥 The future of resale – Growth, expansion, and why personal style beats algorithms.Whether you work in marketing, luxury, or sustainability, this episode gives you a behind-the-scenes look at how a brand can win by being clear on its values, obsessive about experience, and bold in its creative choices.📌 Subscribe for more conversations with marketing leaders.2:12 – Caroline’s career path: from consulting to luxury hospitality3:09 – Gold Standards: the Ritz-Carlton values that shaped her approach4:36 – Bringing hospitality mindset into The RealReal’s DNA5:20 – The RealReal’s mission: sustainability, access & personal style6:20 – Building a member-first community in a resale marketplace7:00 – Going where you’re invited: why The RealReal invested in Substack8:05 – Meet “The Real Girl”: storytelling meets resale market insights8:42 – Campaign spotlight: If You Love Me, Let It Go – giving customers permission to sell10:37 – Tackling counterfeits with Ask Yourself What’s Real12:52 – Inside the creative setup: in-house team & trusted agency partners14:12 – Shifting from bottom-funnel to full-funnel marketing15:06 – Creator partnerships: letting influencers tell the story their way18:39 – Why trust matters more than follower count20:09 – AI, search, and keeping cultural fluency at the core22:56 – Why customer experience is still the ultimate growth driver23:10 – Future of The RealReal: growth, stores & personal style journeys Hosted on Acast. See acast.com/privacy for more information.

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