That's What I Call Marketing
That’s What I Call Marketing is a podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features real conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Episodes explore ideas, decisions and tensions shaping modern marketing, including how brands are built, how B2B marketing is changing, how creativity drives effectiveness, how AI is reshaping the profession, and how marketers can earn a stronger role in the business. The show is for marketers who want more than tactics, focusing on craft, evidence, commercial impact and human judgement.
Episodes
TWICM 220: Make Your Mark Ep 2 with Stephanie Bell of Mercedes Ireland
Make Your Mark: Stephanie Bell, Head of Marketing for Mercedes-Benz in Ireland joins That’s What I Call Marketing to discuss building commercial credibility, making a global brand relevant locally and earning support for ambitious marketing.You’ll hear what “speaking the language of the business” actually looks like, how Stephanie secured backing for The Traitors Ireland partnership and why buildi
TWICM 219: Make Your Mark Ep 1 with John Kelly of Musgraves
Make Your Mark is a three-part series exploring how marketers build their careers and make a difference to their businesses, their customers and the people around them, in partnership with the Marketing Institute of Ireland.In this opening conversation, John Kelly, Retail Marketing Manager at Musgrave, joins That’s What I Call Marketing to discuss his 20-year career working predominantly with Supe
TWICM 218: The Singles: Grindr IRL with Madonna, ON taking On Nike, Walkers Little Moments of Joy
Bella Harrison and Ed Parkin from Tracksuit join That’s What I Call Marketing to discuss Grindr’s push into real-world experiences, On’s entry into football and Walkers’ growing brand preference, exploring what each story tells marketers about building brands and measuring progress.Three brands, three different challenges: giving people more reasons to use an app, taking a specialist sports brand
TWICM 217: Rich Silverstein Co-Founder of Goodby Silverstein & Partners on 40 Years in Advertising
On the day he retires from Goodby Silverstein & Partners, co-founder Rich Silverstein joins That’s What I Call Marketing to reflect on 40 years in advertising, the making of ‘Got Milk?’ and what makes an idea last. Rich takes us back to the early days of the agency, when a project for Electronic Arts helped turn a group of creatives who wanted to do things their own way into a business. We get
TWICM 216: Scribd CMO Gemma Craven on the Path to becoming CMO, Building Range, Reputation & Impact
Gemma Craven, Chief Marketing Officer at Scribd, Inc., joins That’s What I Call Marketing to discuss her path to becoming a CMO, the value of building experience across different areas of marketing and what it takes to reshape brands, teams and reputations.This episode explores how a varied career across PR, social media, technology, agencies, consultancy and in-house leadership gave Gemma the ran
TWICM 215: The Singles: Monzo’s Get Busy Living, Heinz x Heineken & is Meta X Ray‑Ban creepy?
Conor Byrne hosts another “Singles” episode with Bella and Ed from Tracksuit, using brand tracking data to unpack the biggest marketing stories of the moment—what’s genuinely driving brand growth, what’s just noise, and where brands are taking real risks. From Monzo’s bold “Get Busy Living” brand campaign in a fiercely competitive banking market, to the clever Heinz x Heineken collaboration built
TWICM 214: James Hurman Future Demand, Making the Commercial Case for Brand Investment
James Hurman, author of Future Demand and co-founder of Tracksuit, joins That’s What I Call Marketing to explain how brand building creates future demand, how performance marketing converts current demand and why marketers need both to drive sustainable growth. This episode offers a practical way to understand how advertising really works, how to build the internal case for brand investment and ho
TWICM 213: Mark Kingsley on Brands in the Age of AI
Mark Kingsley, brand strategist, designer, author and founder of Malcontent, joins That’s What I Call Marketing to discuss his book "Brands in the Age of AI" and why marketers need to think much more deeply about artificial intelligence than prompts, productivity and tools.Mark’s central argument is that AI is not simply a tool, it is a condition, an environment that is already changing how we wor
TWICM 212: Canva B2B CMO on B2B Marketing, Enterprise Growth and Building Demand
Meghan Gendelman, CMO, B2B at Canva, joins That’s What I Call Marketing to discuss B2B marketing, enterprise growth, building demand and how Canva is taking a hugely successful product-led business further into the enterprise. This conversation gets into what building a B2B growth engine actually requires: understanding customers, combining product-led and sales-led growth, building brand before b
TWICM 211: Jellyfish's Natasha Wallace On How Marketers Win with Humans & AI Without Flattening Their Brands
Natasha Wallace, Chief Solutions Officer for Strategy, Planning and AI at Jellyfish, joins That’s What I Call Marketing to discuss how brands can become more visible and understandable to AI without sacrificing creativity, emotion or distinctiveness.This episode explains how marketers should approach the growing challenge of serving two audiences at once: humans, who respond to stories, feelings a
TWICM 210: The Human Cost: How Fear-Based Wellness Advertising Makes People Feel
Sarah Booth, Chief Brand and Creative Officer at Ancient + Brave, and Leanne Tomasevic, Partnerships and Strategy Director at Electric Twin, examine fear-based wellness advertising, synthetic audience research and the human consequences of marketing built around insecurity. Using the Electric Twin platform live during the conversation, we test real wellness advertisements with synthetic audiences
TWICM 209: The Singles: If Carlsberg Did Podcasts, Did Sydney Sweeney work, Norway winning the World Cup and the AI Brand Wars
In this episode of The Singles on That’s What I Call Marketing, Conor Byrne is joined by Bella and Ed from Tracksuit to unpack the biggest marketing stories right now using brand tracking data. They dive into the AI brand wars between ChatGPT/OpenAI and Claude/Anthropic, including how Super Bowl advertising impacted awareness and consideration, and discuss how people use each tool for work vs pers
TWICM 208: System 1's Andrew Tindall & Vanessa Chin: Feels Vs Deals - the real battle for Q4
What should marketers take from Cannes Lions once the presentations are over and the real work of planning for Q4 begins?In this special crossover episode of That’s What I Call Marketing and The Sleeping Barber Podcast, System1’s Andrew Tindall and Vanessa Chin join Conor Byrne, Marc Binkley and V to explore what the latest marketing thinking means in practice for brands, agencies and creative tea
TWICM 207: Samsung Ads’ Matt Butts on Marketing Science and the Rigour Behind Better Decisions
Matt Butts, Head of Marketing Science at Samsung Ads Europe, joins That’s What I Call Marketing to discuss marketing science, incrementality, connected TV measurement and why rigorous testing matters more than a positive result. This episode explains how marketers can move beyond convenient metrics, design better experiments and connect advertising activity to meaningful business outcomes. Matt al
TWICM 206: Nectar360’s Amir Rasekh on Customer Insight, Retail Media and Agentic Commerce
Amir Rasekh, Managing Director of Nectar360, joins That’s What I Call Marketing to discuss customer insight, retail media, AI-powered measurement and how agentic commerce could change the way people shop.This episode explains how retail media has evolved from loyalty data, targeted coupons and direct mail into a sophisticated, measurable channel spanning in-store, onsite and offsite media.In this
TWICM 205: GumGum’s Pete Wallace on Why Attention Matters More Than Ad Clicks
What does attention actually tell us about whether advertising is working?Pete Wallace, Managing Director EMEA at GumGum, explains why clicks remain a poor measure of advertising effectiveness and how attention can help marketers connect media exposure with real brand outcomes.Pete shares how GumGum combines contextual signals, attention data, time, device and creative performance to predict the m
TWICM 204: Why Simplicity Wins in Ad Tech with Limelight Founder James MacDonald
James MacDonald, Founder of Limelight, joins That’s What I Call Marketing to discuss programmatic advertising, building a global ad tech business, AI and why simplicity still matters for marketers today.This episode explores the journey from Fleet Street advertising sales to modern programmatic technology, through a practical conversation about risk, reinvention, customer focus, remote culture and
TWICM 203: Julia Linehan on PR, AI Search and Why Amplification Matters
Julia Linehan, Founder and CEO of The Digital Voice, joins That’s What I Call Marketing to discuss Cannes Lions, the changing role of PR, AI search, trusted sources and why amplification matters for marketers today.This episode explores how brands, agencies and marketing leaders need to think about discoverability in a world where search, AI, content and credibility are all changing at pace.In thi
The Singles: The hot hits of June with The World Cup, Spotify, Brew Dog & The Lotto
In the latest episode of The Singles, Conor is joined by Ed Parkin and Bella Harrison from Tracksuit to dig into four marketing stories where the headlines only tell part of the story.The episode starts with the FIFA World Cup and what it could mean for soccer in the US. Major League Soccer still has a long way to go versus the NFL, NBA and MLB on awareness, but Tracksuit data shows consideration
The Cannes Sessions - TWICM X The Uncensored CMO
Jon Evans (Uncensored CMO) on Going Solo: Sponsorship, Podcasting as Networking & Cashflow RealityConor Byrne chats with Jon Evans (Uncensored CMO) about leaving the CMO track to run his podcast full time, using sponsorship to fund the work and turning “being good at talking” into a career. Jon explains why podcasting is a powerful networking tool—CMOs often decline coffee but say yes to being
The Cannes Sessions Day 4 - Daily Round Up 25/06/2026
In this episode of the Cannes Sessions, Conor Byrne takes us through another packed day on the Croisette, starting with the CMOs in the Spotlight session featuring Jill Kramer of Mastercard, Michelle Klein of Westpac, Manuel “Manolo” Arroyo of The Coca-Cola Company, and Suhayl Limbada CMO of KFC India. There were big themes running through the day: how legacy brands stay useful, why marketers need
The Cannes Sessions Day 3 - Daily Round Up 24/06/2026
Cannes Lions Day 3: Moloco CMO Paul Darcy on AI Disruption, Brand vs Performance + Festival Voices & Award HighlightsOn day three of the Cannes Lions Festival of Creativity, host Conor Byrne records The Cannes Sessions in partnership with The Digital Voice and interviews Paul Darcy, CMO of Moloco, fresh off an Adweek panel on how AI and LLM-driven consumer behavior are disrupting digital brand
The Cannes Sessions Day 2- Daily Round Up 23/06/2026
Cannes Lions 2026 Day 2: Google’s Paul Limbey on AI Transformation, LinkedIn Creators & Heineken’s Bronze LionOn day two at Cannes Lions 2026 (Tuesday, 23 June), host Conor Byrne recaps a busy schedule at Brand Tech Beach, including an interview with Natasha Wallace to be released later in the summer with The Digital Voice. He doorstops Google’s Paul Limbey, who warns against the “double shift
The Cannes Sessions - Daily Round Up 22/06/2026
Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early WinnersOn day one of Cannes Lions 2026, host Conor Byrne covers the Young Lions competition as teams prepare for a 24-hour brief, and shares highlights from meetings and sessions across the festival. He recaps a coffee catch-up with Karen Nelson-Field and plans to feature her on the podcast, then reports recurrin
TWICM 195: LinkedIn's Ty Heath on why she will defend brand to the death
“I will defend brand to the death.” Ty Heath, Global Director of Thought Leadership at LinkedIn and Jury President for the B2B Creative category at Cannes Lions 2026, joins Conor Byrne on That’s What I Call Marketing for a conversation about B2B marketing, brand building, AI search, thought leadership, creativity and the future of buying decisions.Ty has helped shape some of the most influential t
TWICM 194: Former Dove CMO Alessandro Manfredi on Why Marketing Is Losing It's Professionalism
Former Dove CMO Alessandro Manfredi joins That’s What I Call Marketing to discuss Dove Real Beauty, brand fundamentals, AI, creative effectiveness and why marketing may be losing some of its professionalism. Alessandro spent 28 years at Unilever and played a major role in the growth of Dove, one of the most famous examples of long-term brand building in modern marketing. In this conversation, he e
TWICM 193: How Tourism Australia Became One of the World’s Strongest Brands
Tourism marketing often gets reduced to beautiful beaches, drone shots and generic aspiration. Susan Coghill has spent years proving that isn’t enough.In this episode of That’s What I Call Marketing, Conor sits down with the CMO of Tourism Australia to explore how one of the world’s most recognisable destination brands thinks about salience, creativity, distinctive assets and long-term brand build
TWICM 192: LinkedIn’s CMO on why Marketers Need a GM Mindset with Jessica Jensen
Jessica Jensen is the CMO of LinkedIn, but this conversation goes far beyond platform strategy or social media trends.In this episode of That’s What I Call Marketing, Jessica joins Conor Byrne for a deep conversation about what modern marketing leadership actually looks like inside one of the world’s biggest technology companies.From studying Japanese and living in Tokyo, to starting a business du
TWICM 191: How a bank CMO builds trust with Laura Lynch
Banking is one of the hardest categories in marketing.Trust is fragile. Customer expectations are shaped by every app on their phone, not just other banks. And every interaction has the potential to redefine the relationship.In this episode of That’s What I Call Marketing, Conor Byrne sits down with Laura Lynch, CMO of Bank of Ireland, to explore what it actually means to build a modern banking br
The Singles: The hot hits of May with Lucky Saint, Lego & Entertain or Die.
The Singles is back with Tracksuit, taking some of the biggest marketing stories in culture right now and putting them under a bit more pressure using real brand data.Because the interesting part is rarely just the campaign itself. It is what the campaign reveals about the category, the audience, and the way brands are trying to grow.In this episode, Conor Byrne is joined by Ed Parkin and Bella Ha
S5Ep14: Personalisation is just good prediction with CEO James Taylor
We talk about personalisation as if it’s about the person. It isn’t. It’s about prediction.”That line sits at the centre of this conversation with James Taylor, CEO & Founder of A Particular Audience and once you hear it properly, it’s difficult to go back to how most marketing teams currently think about relevance. Because for years, personalisation has been framed as something close to one-t
S5Ep13: Christmas in April with Pete Markey & Leanne Tomasevic powered by Electric Twin
How Brands Should Really Be Planning Christmas CampaignsWhat happens when you start planning Christmas… in April?In this episode of That’s What I Call Marketing, Conor Byrne is joined by Pete Markey (former CMO of Boots, Marketing Week Marketer of the Year) and Leanne Tomasevic (Insights Lead at Electric Twin) to explore how brands should approach Christmas advertising — using real-time synthetic
The Singles: The hot hits of April with McDonald’s, KitKat & Bieber
The Singles is back with a new line-up from Tracksuit, looking at the marketing stories everyone is talking about In this episode joined by Bella & Ed we take a look at the data behind three very different moments McDonald’s shifts the conversation away from product and towards Gen Z employees, at a time when confidence in job opportunities for young people is low. It could easily have drifte
S5Ep12: Meet The Young Lions Headed to Cannes
The first Cannes Sessions episode of That’s What I Call Marketing is here and we kick off the series by interviewing three Irish IAPI Young Lions winner teams heading to Cannes: Darragh Spain and Fardosa Flanagan (Young Marketer, 123.ie/Intact Insurance), Ciara and Niamh (Film, Droga5), and Emily and Rhea (Digital, Omnicom Media). They discuss why they entered, how they tackled the 48-hour brief,
S5Ep11: Descript CEO on What Actually Grows A Product.
Laura Burkhauser, CEO of Descript, explains the surprising truth about what actually grows a product.Most marketing advice assumes growth comes from better targeting, smarter funnels, or stronger loyalty. Laura sees it differently.In this episode, we get into what actually drives product growth — and why some of the most widely accepted ideas in marketing and SaaS don’t hold up when you look at re
S5 Ep10: Inside Saatchi & Saatchi, with CEO Claire Hollands
Inside Saatchi & Saatchi. Sit down with the CEO of one of the most iconic agencies in advertising, a name that carries both weight and expectation, to understand how CEO Claire Hollands leads for today.This is a conversation about ambition. Not in the abstract, but in how it shows up in the work, in the culture, and in the relationship between agencies and clients.We get into how Saatchi &
S5 Ep9: Andrew Tindall: The Creative Dividend, How Creativity Drives Profit
In this episode of That’s What I Call Marketing, Conor Byrne speaks with Andrew Tindall, Chief Growth Officer at System1, about his new publication/pdf The Creative Dividend. Built using global Effie case study data and creative testing from over 250,000 respondents, the research explores a simple but uncomfortable truth: most advertising fails to deliver profitable growth. Andrew explains why cre
S5 Ep8: Synthetic Research Explained
Synthetic Research Explained, Understanding AI-Powered Audience Testing for MarketersWhat is synthetic research and how accurate is it really?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Dr. Ben Warner, former Chief Data Adviser to the UK Prime Minister and co-founder of Electric Twin, to unpack one of the most talked-about developments in modern market research: syn
S5Ep7: What your CFO actually wants to hear from you
What does your CFO actually want to hear from you?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Michael Kaminsky former analytics leader at Harry’s and Founder & CEO of Recast to unpack the real tension between marketing and finance. After Michael’s Harvard Business Review article on the CMO–CFO relationship circulated widely (and resonated strongly with CFOs and
S5 Ep6: Marketing Masterclass with Marketing Leader Orla Mitchell
What does it really take to move from brand marketer to global growth leader?In this episode Conor Byrne sits down with Orla Mitchell for a candid, commercially grounded conversation about leadership, long-term brand building and earning marketing’s seat at the growth table.Orla’s career spans senior roles at Nestlé, Kerry Foods, and Mars, where she led global food and confectionery portfolios inc
System, Sizzle & Sales Impact of Super Bowl 2026 with CMO Nataly Kelly
Zappi CMO Nataly Kelly joins to talk about the Sizzle, Systems & Sales Impact of The Super Bowl.The Super Bowl is advertising’s biggest stage. $8 million for 30 seconds. Cultural noise at maximum volume. Celebrities everywhere. Music in almost every ad.But once the spectacle fades, one question remains: which ads actually drove impact?In this episode, we unpack the Zappi Super Bowl 2026 report
S5 Ep4: The Eye-Watering Cost of Dull Media & Creative with Karen Nelson-Field & Adam Morgan
Most advertising doesn’t fail because it’s wrong. It fails because it’s dull and dull is expensive.In this episode of That’s What I Call Marketing, Conor Byrne sits down with Adam Morgan and Karen Nelson-Field to unpack the real cost of dull creative and dull media using hard evidence from IPA effectiveness data, System1 testing, and large-scale attention measurement.The conversation moves beyond
S5 Ep3: The Tensions Every Brand CEO Has to Manage with CMO Francois Bazini
François Bazini, CMO of Suntory Beverage & Food Europe is one of the most thoughtful brand CMOs in global FMCGFrançois shares a rare, inside view of what it really means to be a brand steward in organisations like Danone, BCG, PepsiCo and Suntory. From resisting short-term zig-zagging, to building brands that can withstand private label pressure, this conversation goes deep on the realiti
S5 Ep2: Building a New Category Around a 2,000-Year-Old Drink
What happens when a radio comedian, a senior drinks marketer, and a 2,000-year-old Roman hydration recipe collide?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Merrick Watts and Ed Stening, co-founders of Posca Hydrate — a sugar-free, hypertonic hydration drink inspired by ancient Roman Posca.Posca isn’t a nostalgia play. It’s a sugar-free, hypertonic drink inspired b
S5 Ep1: What KitKat Gets Right About Attention, Breaks & Consistency with Wael Jabi
Kit Kats Global Head of Marketing Shares what it really takes to build and protect an iconic global brand?In this season opener for Season 5 of That’s What I Call Marketing, Conor Byrne is joined by Wael Jabi, KitKats Global Head of Marketing at Nestlé, for a deep conversation about brand judgement, consistency, partnerships, and the decisions that quietly shape long-term growth.Wael’s career span
The Singles: Don't Look Back In Anger 2025
Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from Tracksuit, Conor Byrne is joined by
S4 Ep29: A Red Star Christmas 2025 - The Best Christmas Ads of 2025
Which Christmas ads did Irish viewers love in 2025? In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star
The Singles Ep12: Netflix X Spotify, Monzo taking on Barclays, Rebel X Movember
The episode begins with the new Netflix × Spotify partnership, where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity.Next, the conversation moves to banking in the UK, where legacy brands like Barclays face pressure from digital challenge
Re-Release - Making the Guinness Christmas Ad
First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, ch
S4 Ep28: Brand Global, Adapt Local with Katherine Melchior Ray & Nataly Kelly
CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining succe
S4 Ep27: Imen Zitouni, Intact's CMO on on Building a Brand That Travels
When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people.In this conversat
The Singles takes on OpenAI, Tylenol & Stiller Soda
In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how bran
S4 Ep26: Mark Ritson on The Biggest Mistakes Marketers Still Make & How to Stop
What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s?In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works.From pricing and profitability to AI and the Mini MBA, Rits
S4 Ep25: Building the Charity Water Brand with Brady Josephson, VP of Brand & Growth
What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand?In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets.They discuss how nonprofit
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 cha
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 link
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 ex
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 succes
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. K
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
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
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 momen
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 m
S4 Ep18:THE BATTLE OF THE ROBOTS with (sort of!) Mark Ritson, Prof. Byron Sharp, Prof. Scott Galloway & James Hurman
In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building
S4 Ep 17: Taking Brand to the Boardroom | Matt Herbert (Tracksuit Co-Founder) on Brand, Growth & Global Scale
What does it really take to bring brand into the boardroom—and keep it there?In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making bran
The Singles Ep8: Cannes, Controversy, Telstra, UberEats, AI & more.....
Welcome back Dan and Jasper from Tracksuit to dive into some of the most impactful stories and trends in the marketing industry.Our discussion kicks off with a recap of the Cannes Lions International Festival of Creativity. We highlight some standout campaigns, starting with Dove’s 'Real Beauty' campaign developed by Ogilvy New York with Pinterest. This campaign won the Grand Prix in Media for its
S4 Ep16: Inside Canva’s Move from PLG to Enterprise-Led Growth
What happens when one of the most beloved product-led growth (PLG) companies in the world starts thinking like an enterprise software giant?In this episode of That’s What I Call Marketing, I sit down with Emma R, Global Head of Demand at Canva, to explore the company's fascinating evolution—from a self-serve tool for creatives to a serious enterprise-grade platform used by the world’s biggest bran
S4 Ep15: How Bold Brands Win Attention (and Keep It) with CMO Kerel Cooper
What does it really take to win attention in today’s chaotic marketing landscape — and keep it? In this episode of That’s What I Call Marketing, I sit down with Kerel Cooper, Chief Marketing Officer of GumGum, to talk about building bold brands, why B2B doesn’t have to be boring, and how contextual advertising is reshaping the future of media.Kerel’s career has taken him from ad ops to the CMO sea
S4 Ep14: The Future of Marketing Is Messy with Stephanie Parry
Stephanie Parry, EVP of Client Management at JellyFish joins to talk about messy marketing. From AI-generated creative to navigating culture clashes in global teams, this episode dives into the chaos and opportunity shaping modern marketing. Stephanie shares lessons from building client relationships that actually last, the tension between global strategy and local nuance, and what it really takes
The Cannes Sessions - Daily Round Up 19/06/25
Day 4 of the Cannes Sessions and you will heard from David Droga, Billionaire & Passes Founder Lucy Guo, Karen Bennett US MD for Jellyfish, Sarah Vincent Managing Director UK, Utiq & Anders Littner brandmetrics as well as a round up of the week with Kevin Freedman talks about– Why Walmart’s in-store teams are using Canva– How Strava redesigned its algorithm with purpose at the core– The re
The Cannes Sessions - Daily Round Up 18/06/25
Day 3 from the Cannes Lions Festival of Creativity and we take you behind the scenes of into the judging room, chat to Jimmi McGrath of Droga5 about the judging process, we go behind the scenes into the work and what is winning, you will hear from Jung A Kim from Innocean & Sungwoon Jee CMO of Hyundai about their Grand Prix win. All about the work todayThat’s What I Call Marketing is where mar
The Cannes Sessions - Daily Round Up 17/06/2025
Day 2 of the Cannes Lions Festival of Creativity - hear from Jame Hurman, CEO of YouTube Neal Mohan speaking at Adweek house and Kevin Freedman on the power of AI for global marketing,That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMO
The Cannes Sessions - Daily Round Up 16/6/25
A round up of all the goings on from the first day of the Cannes, talking about the opportunities for brands to think about agencies outside of the typical hubs of New York, London and Amsterdam, looking to the likes of Canada & Ireland. Hearing about Apple's opening session & Sir John Hegarty. The day 1 award winners and so much more. Get the low down on everything that is going on with T
The Singles Ep7: Marketing Hot Takes ELF acquires Rhode & Mark Read Departs & Cannes & An Offer
Dan & Jasper are back with Tracksuit data t delve into the latest news in marketing. We kick off with ELF Beauty's acquisition of Hailey Bieber's Rhode, examining the impressive growth and brand health of Rhode. We explore the larger trend of big brands acquiring successful new entrants in competitive categories, with examples like Pepsi and Poppi, as well as Unilever and Wild. The conversatio
S4 Ep13 Entertain or Die: Unlocking the Secrets of Entertaining Brands
Join us for a deep dive into the 'Entertain or Die' report with Leanne Tomasevic, Head of Insight at Tracksuit, and Dan Salkey, Co-founder and Strategy Partner at Small World. Discover the most entertaining brands in the world, what makes them so engaging, and whether their entertainment value drives significant business results (spoiler alert: 29 out of the top 30 brands showing revenue growth, a
The Singles Ep6: Marketing Hot Takes Streaming, Soda & Social with data from Tracksuit
In this episode, Conor, Dan, and Jasper dive into the latest trends in the streaming industry, discussing how platforms like Netflix and Disney Plus are evolving towards profitability and profitability metrics. They also explore the impact of legacy brands like Sprite and Dr. Pepper reigniting historic campaigns to connect with newer generations. Additionally, the team talks about the importance o
S4 Ep12: The Young Lions
What happens when you give teams of young marketers just two days to tackle a cause-led brief? This episode pulls back the curtain on Ireland’s 2025 Young Lions winners and their razor-sharp responses to the Spinal Injuries Ireland brief.You willHear how teams went from blank page to game-changing idea in 48 hours—then how they’re honing that discipline for a 24-hour sprint in Cannes.Hear about th
The Singles Ep5: Deliveroo, Sunscreen & Lego are the hot topics this week
In this episode of The Singles we focus on DoorDash's acquisition of Deliveroo, the marketing strategies of La Roche-Posay's sunscreen, and Lego's innovative activation at the Miami Grand Prix. The discussion delves into the competitive delivery market, analysing how DoorDash's acquisition of Deliveroo positions it within the UK market and the broader implications of this move. For the sunscreen s
S4 Ep11: Hacking The Human Mind with Richard Shotton
Richard Shotton delves deep into the world of behavioural science, exploring how human psychology profoundly influences marketing strategies. Richard shares his journey from being a media planner to discovering the power of behavioural science through Malcolm Gladwell's The Tipping Point.Richard recounts the pivotal moment when he was working on an NHS brief to encourage blood donations. Reading T
The Singles Ep4: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment
The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's MomentDive into the latest marketing campaigns and strategies from challenger brands making waves in their industries. They start by discussing VRBO's bold billboard campaign against Airbnb and analyze the data behind both companies' performances in the accommodation services category. The conversation also high
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