Conor Byrne hosts That's What I Call Marketing meeting some of the most incredible marketing minds in our industry, CMO's, founders and marketing leaders from ...
S4 Ep8: Why The Best Advertising Should Stir The Pot with Mark Shanley
Guest Mark Shanley, creative director of Adam and Eve DDB talks us through his impressive career journey, from his early days in Dublin working at DDFH&B to handling major global campaigns for brands like Nike, Bud Light, and Amazon at Wieden and Kennedy in London. We kick off the episode with Marks Career Journey, his beginnings at DDFH&B in Dublin and his transition to London. Mark shares stories from his time at DDFH&B, including working on memorable ads for Fyffes bananas and collaborating with talented creatives. Mark talks about his move to London, his desire to work in top agencies, and the creative opportunities that led him to Wieden and Kennedy. We discover the challenges faced working on high-profile campaigns and how perseverance and hard work paid off, leading to successful ad projects for Nike and others. Mark reflects on the unique culture at Wieden and Kennedy, the intensity of working with prestigious clients like Nike, and the lessons learned.Before he transitioned to Adam and Eve DDB, he had hesitations about working in another agency, but he did join and was involved in some amazing campaigns like John Lewis home insurance ad, with a massive public backlash, that led to a 48% increase in sales. We talk about how a strategic pivot turned it into a memorable and successful ad. Conor and Mark delve into the impact of AI on the creative industry, its current limitations, and the potential future for AI in advertising. A wonderful episode with one of Ireland’s top creatives. 00:50 Mark's Move to London and Widen & Kennedy01:15 Campaign Highlights: Nike and More01:53 Creative Work and Collaborations03:43 Ambitions and Global Work12:23 Burnout and Rediscovery During the Pandemic21:28 Pro Bono Work and Special Olympics Campaign23:09 Joining Adam and Eve23:25 First Projects and Initial Challenges24:00 The John Lewis Home Insurance Ad Controversy26:35 Pulled Ads and Their Impact28:24 The Pot Noodle Slurp Campaign31:52 Adapting to Feedback and Making Changes39:47 The Role of AI in Advertising45:56 The Importance of Staying Current Hosted on Acast. See acast.com/privacy for more information.
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The Singles: The Hot Topics in Marketing discussing Poppi, Guinness, Nike, Reddit & more....with Tracksuit
In this episode of 'That's What I Call Marketing,' Conor Byrne kicks off the new series 'The Singles,' focused on hot marketing topics with expert insights. Sponsored by Tracksuit, the always-on brand tracking dashboard, this episode explores various marketing trends and data-driven insights. Conor is joined by Dan Fleming and Jasper Skinner from Tracksuit to discuss the growth and impact of brands like Guinness, Nike, Poppi, and the rise of Reddit and Threads in the UK. For more on Tracksuit and to book your demo visit gotracksuit.com00:00 Introduction to the Podcast and Series00:48 Introducing Tracksuit and Its Benefits01:44 Meet the Experts: Dan Fleming and Jasper Skinner02:40 The Growth Journey of Tracksuit05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness10:28 Nike's Return to Greatness16:04 Poppi's Acquisition by Pepsi22:03 Reddit and Threads on the Rise26:22 Future Episodes Hosted on Acast. See acast.com/privacy for more information.
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S4 Ep7: Behind the Swedish Curtain: The Daring Strategies That Have Elevated IKEA in The Competitive Canadian Market with Jonelle Ricketts
What happens when an insight from 20 years ago is still relevant today and the ad you made to support that insight 20 years ago is part of popular culture. You run it again of course.This episode of 'That's What I Call Marketing' delves into an inspiring conversation with Jonelle Ricketts, a dedicated IKEA marketer whose career has spanned continents and cultures. In her first podcast interview you will siscover her fascinating journey from Canada to the Netherlands, driven by a unique blend of personal heritage and professional ambition. Learn how Jonelle and her husband embraced a life-changing opportunity that began with a casual dinner in Copenhagen and led to various impactful roles within IKEA's global marketing teams.Jonelle shares insights on the complexities and rewards of working at a global level, the importance of balancing local nuances with brand consistency, and the critical role econometrics play in optimizing media strategies. She also touches on her experiences with transitioning back to Canada, stepping into a leadership role with IKEA Canada, and leveraging innovative marketing strategies to navigate competitive and economic challenges. Don't miss this episode professional insights, personal anecdotes, and valuable lessons on brand building, market adaptation, and the evolving landscape of global marketing.00:50 Working with IKEA in the Netherlands01:49 Transition to Global Roles04:41 Challenges in Global Marketing07:18 Experience at BlackBerry08:37 Returning to Canada09:58 Joining Sephora and Returning to IKEA12:29 IKEA's Presence in Canada13:51 Competitive Landscape and Media Strategy14:54 Focus on Affordability and Quality17:58 Iconic IKEA Advertising27:42 Balancing Global and Local Marketing33:13 Innovative Media and Testing Strategies39:53 The Role of AI in Marketing Hosted on Acast. See acast.com/privacy for more information.
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S4 Ep6: Behind the Bottle: The Untold Risks & Triumphs of Glendalough's Global Gamble
In this in-depth episode of 'That's What I Call Marketing,' I meet with Gary McLoughlin, a distinguished figure in the Irish marketing landscape and co-founder of Glendalough Distillery. Gary delves into his rich marketing career, sharing his experiences from working in agencies like TBWA and Dialogue to his role in launching and growing Glendalough Distillery. The discussion highlights the creation of Glendalough's unique brand identity, the marketing principles applied, and the strategic focus on authenticity and premium positioning. Gary reveals the challenges and triumphs of expanding into the U.S. market, emphasising the importance of on-the-ground efforts and the balanced use of social media. The episode also showcases the pivotal partnership with Mark Anthony Brands, which significantly propelled Glendalough's growth. There are incredibly detailed insights on managing a global brand presence across 42 markets, along with the tactical shift in focus at Cobblestone Brands. Gary discusses new ventures, including the Four Corners American Gin and Star Key Rum, shedding light on the strategic and authentic approach to product development and market entry. The conversation underlines the importance of authenticity, strategic focus, and continuous learning in building successful global brands. Gary's journey is a testament to the blend of creativity, strategy, and perseverance required to navigate and succeed in the competitive world of marketing and brand building.01:49 The Founding of Glendalough Distillery02:18 Building the Glendalough Brand04:18 Challenges and Successes in the Spirits Industry06:31 Innovative Marketing Strategies07:36 Lessons in Expanding to the U.S. Market11:32 Crafting the Brand Identity15:56 Innovating with Seasonal Gins22:25 Going Global: Challenges and Triumphs26:14 Targeting Key Bars and Liquor Stores27:17 Social Media Strategies and Hard Work28:01 Expanding State by State28:45 The Turning Point with Mark Anthony31:29 Managing a Global Brand33:50 Reuniting the Team36:21 Focusing on Key Markets and Products47:15 Future Ambitions and Reflections Hosted on Acast. See acast.com/privacy for more information.
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S4 Ep4: CMO Brit Starr On Why Saying NO Was the Best Career Move
Join us in an 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 Community00:39 Early Career and Agency Experience05:35 Transition to Tech and Consulting06:16 Joining Tribe Dynamics and Role Evolution13:02 Acquisition by CreatorIQ and New Ventures17:28 Leadership Philosophy and Company Growth20:05 Client Relationships and Value-Driven Approach23:04 Navigating the Creator Marketing Landscape23:55 Solving Customer Problems with Technology25:05 Brand Safety in Creator Campaigns26:05 Managing High Volume Creator Collaborations26:38 Teaching Brands About Their Own Value27:17 Activating the Creator Community27:55 Staying Close to the Customer28:25 Marketing to Marketers28:49 The Power of Data in Marketing30:34 Measurement and Metrics in Marketing31:25 Challenges of International Marketing33:19 AI in Marketing37:46 Leadership and Team Dynamics40:15 Theories of Victory and Focus42:57 Becoming the CMO Hosted on Acast. See acast.com/privacy for more information.
Conor Byrne hosts That's What I Call Marketing meeting some of the most incredible marketing minds in our industry, CMO's, founders and marketing leaders from across the globe, this podcast tackles the big issues facing marketers today, as well as providing inspiration by hearing the incredible stories marketing leaders share of their journey to the top. Hosted on Acast. See acast.com/privacy for more information.
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