That's What I Call Marketing

• S4 Ep24: The Brand Newsroom: Where Content & PR Come Together. The Building A Legacy Series

  PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.What You'll Learn:Why PR should be renamed "communications" (and what that shift actually means)The briefing framework that gets agencies to do their best workHow to turn one event into months of content across every channelThe truth about influencer numbers vs. engagement (and when each matters)Why budget constraints unlock creativity instead of killing itThe "brand newsroom" model and who should be your editor-in-chiefHow smaller brands can win with agility against bigger competitorsCHAPTERS:00:00 - Introduction: The Evolution of PR02:15 - Why "PR" Needs to Become "Communications"04:25 - Case Study: How One Email Changed a Client's Mind07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth10:04 - Why Great Campaigns Start With Great Briefs11:16 - The "Freedom Through Structure" Briefing Framework13:14 - Why Budget Can Be a Beautiful Constraint14:27 - Events as Content Machines, Not One-Day Moments18:27 - Measuring Event Success: Beyond Who Showed Up19:45 - Working With Influencers & Creators: Authenticity First23:06 - Does Follower Count Actually Matter?26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment28:00 - The Brand Newsroom Model: Operating Like a Publisher29:14 - Speed, Approvals & Team Alignment32:05 - Practical Advice: Setting Up Your Comms Function for Success37:52 - The Editor-in-Chief Role: Who Defends the Idea?with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

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• S4 Ep23: AI & The Evolution of Search, Building A Legacy Series

  PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.Across this conversation, we explore what that means for marketers:Why PR and SEO can’t live in silos, and how the brand newsroom model makes them work together.How to build visibility when there’s no guarantee of a click — and why being named in the answer might be more valuable than a referral.The role of blogs and owned content in the AI era — why they still matter, even if they never rank.How attribution is breaking down, and what marketers can do to rethink measurement when direct traffic and PPC get over-credited.Practical tactics: answering every related question in your content, writing for bots as much as for humans, and creating proof that compounds rather than one-off case studies.Why creative PR still matters more than ever, and how to structure stories that journalists — and machines — can’t ignore.This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.1:50 – The “oh shit” moment: Google AI Overviews7:48 – PR as trust signals in AI13:01 – Discovery beyond Google15:35 – Blogs still matter23:17 – Attribution is broken31:22 – SEO becomes a brand function44:08 – Writing for bots, not humans49:20 – Don’t chase every shiny channel57:00 – Building a LegacyThe Building A Legacy Series are in partnership with Legacy Communications Hosted on Acast. See acast.com/privacy for more information.

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• The Singles Ep10: Is Brewdog Done? Will Diageo & Indeed drive efficiencies? TayTay & Travis Love Brand & Gordon & BK Collab.

  Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With expert analysis from Tracksuit this episode is packed with valuable insights for marketers navigating a rapidly changing landscape. Don't miss out on these compelling stories rooted in brand data and strategy!02:43 Marketing Strategies of Major Brands04:40 Balancing Efficiency and Brand Building06:13 The Role of AI and Organic Channels06:32 Case Study: Indeed's Marketing Approach08:42 Historical Evidence on Marketing Cuts17:11 BrewDog's Market Performance20:07 BrewDog's Brand Health and Challenges20:35 BrewDog's Rebranding and Market Position21:12 Cultural Impact on BrewDog's Brand23:24 BrewDog's Competition and Strategic Moves25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration32:50 Gordon Ramsey and Burger King CollaborationFind 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 Ep22: Sir John Hegarty on The Business of Creativity

  An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success. Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation. Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms. This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry. 00:58 Introducing Sir John Hegerty01:17 The Knighthood Experience03:27 Early Career Challenges04:19 The Power of Failure06:59 The Creative Revolution in Advertising12:29 Iconic Campaigns and Their Impact26:14 The Role of Humor and Testing in Advertising34:00 The Importance of Creativity in Business35:58 The Future of Marketing and Creativity36:15 Stalking and Modern Advertising37:18 The Role of AI in Marketing39:00 Product Demonstration and AI40:08 The CMO's New Role42:02 The Importance of Creativity44:41 Creativity in Business46:29 The Impact of AI on Jobs48:47 Experimentation and Fun in Marketing55:22 Challenges and Fear in Marketing01:04:20 Reflecting on a LegacyFind out more about Sir John's course here Visit That's What I Call Marketing here Hosted on Acast. See acast.com/privacy for more information.

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• 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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