That's What I Call Marketing

Conor Byrne
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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.

  1. The Cannes Sessions Day 4 - Daily Round Up 25/06/2026

    15 hr ago

    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 to understand the P&L, what happens when creativity meets commercial pressure, and why the best brands do not throw away their distinctive assets just because the world has changed. There is also a brilliant conversation with Maddy Cooper, Founder and CEO of Flourish, on how AI can help marketers in regulated sectors get work to market faster without creating a compliance nightmare. That matters because the future of marketing is not just more content, more formats and more channels. It is whether brands can still make sharp, responsible, commercially useful work at the speed the market now demands. The Digital Voice team were also out on the Croisette speaking to marketers including Langton McCombe from Particular Audience, Rory McDonald from Market Media at The Warehouse Group, and Alex Springer from OpenAttribution.org about retail media, incrementality, AI, ROAS, creativity, and what Cannes is really for and James Taylor CEO of Particular Audience. And, of course, there was a big moment for Ireland, with Heineken’s The Pub That Refused To Die winning a Grand Prix, plus a look ahead to the Cannes Young Lions results where Darragh Spain and Fardosa Flanagan from 123.ie represented Ireland in the Young Marketers category along with lots of amazing talent representing Ireland. 01:18 – CMOs in the Spotlight: Mastercard, KFC India, Westpac and Coca-Cola 02:01 – Why Mastercard is re-examining the Priceless platform 03:14 – KFC, Gen Z, universal truths and the role of the Colonel 04:19 – Westpac, jingles, legacy brands and speaking the language of the CFO 05:14 – Coca-Cola, creativity, behaviour and why great teams matter more than big budgets 11:28 – Spending time with Jonnie Cahill and the value of generous senior marketers 15:03 – Maddy Cooper on Flourish, AI, compliance and regulated marketing 18:29 – Inside the Cannes Lions work exhibition 21:00 – Ireland’s Grand Prix moment for Heineken 23:58 – Langton McCombe on retail media, commerce media and incrementality 26:32 – Rory McDonald on creativity, ROAS and business outcomes 29:54 – Alex Springer on attribution, AI, influence and the future of content 34:26 – Final reflections from Cannes Sessions 2026 Thanks to The Digital Voice for partnering on the Cannes Sessions. Find out more: The Digital Voice: thedigitalvoice.co.uk Flourish: flourishingworld.com That’s What I Call Marketing: follow the podcast for more conversations with the people shaping modern marketing. Hosted on Acast. See acast.com/privacy for more information.

    29 min
  2. The Cannes Sessions Day 3 - Daily Round Up 24/06/2026

    1 day ago

    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 Highlights On 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 brands and acquisition channels. Darcy discusses the growing importance of brand as a signal to LLMs, the rising opportunity cost and measurement challenges of brand media versus increasingly optimized performance marketing (including CTV and in-app video), and Moloco’s focus on expanding modern performance surfaces. He also summarizes Moloco and BCG’s report on AI disruption by industry, highlighting discovery and customer-relationship durability, and notes AI overviews reducing clicks. The episode also features Cannes attendee perspectives (Amir Rasekh of Nectar 360, Beatrice Bordel Grant, Pauline Yoo from Samsung Ads, and Max from Adnormally) and Conor’s press-room roundup of select Cannes Lions winners. 00:00 Welcome to Cannes 01:15 Meet Paul Darcy 01:39 AI Disrupts Brands 02:43 Brand vs Performance 04:29 Performance as Brand 05:19 Fixing Ad Inefficiency 06:44 Moloco Growth Mission 07:19 BCG Disruption Report 10:33 Digital Voice Street Chats 10:56 Nectar 360 Goals 11:50 Amazon Port Surprise 14:24 Samsung Ads Highlights 16:12 Networking at Cannes 17:34 Press Room Winners 20:07 Wrap and Tomorrow Hosted on Acast. See acast.com/privacy for more information.

    21 min
  3. The Cannes Sessions Day 2- Daily Round Up 23/06/2026

    2 days ago

    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 Lion On 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” of giving top performers both day jobs and transformation work, highlights the rise of forward-deployed roles backed by major programs from Google Cloud, Anthropic and OpenAI, and explains his upcoming leadership fable The Frog in a Sock (out early July) about organizational constraints like workflows, approvals and pilot obsession; he also argues for product-minded scaling, better performance metrics for transformation, and repeated communication. At the System1 party, Conor discusses talks from Andrew Tindall, Mark Ritson and Jon Evans, chats with creator Henry about high-effort LinkedIn video, and interviews Jon Evans on going full-time with Uncensored CMO. Fiona shares Heineken Ireland’s Bronze Lion wins for The Pub That Refused To Die, while Digital Voice street interviews cover AI, retail media, and creators seeking long-term brand partnerships. 00:00 Day Two Kickoff 01:02 Paul Limbey from google 01:28 Ending The Double Shift 05:00 Frog In A Sock 05:50 Scaling Beyond Pilots 06:45 Performance And People 08:07 Repeat To Lead Change 09:31 System1 Party Recap 10:35 Henry Hayes On LinkedIn Comedy 14:45 Jon Evans Goes Solo 20:54 Heinekens Bronze Lion with Fiona Curtin 23:19 Croisette Street Interviews Hosted on Acast. See acast.com/privacy for more information.

    24 min
  4. The Cannes Sessions - Daily Round Up 22/06/2026

    3 days ago

    The Cannes Sessions - Daily Round Up 22/06/2026

    Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early Winners On 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 recurring Cannes themes around AI, including agentic AI in ad tech and the importance of transparency and human-in-the-loop control discussed by Limelight leaders. From Adweek House, he notes talks on moving at “the speed of now,” AI enabling human connection (including Grindr and TD Bank), and sponsorship as a marketing lever. He also shares early Lions winners across Creative B2B and health categories, and summarizes research from WARC, Jellyfish, and Inseed on how creativity performs differently for humans versus LLMs. 00:39 Young Lions Kickoff 01:24 Coffee With Karen Nelson-Field 02:19 Limelight on AI Transparency 04:48 Adweek House Highlights 06:31 Early Lions Winners Roundup 07:59 Creativity in an LLM World 12:21 Oshri on Limelight US Growth 14:46 Ritson vs Sharp Debrief with Marc & V from the Sleeping Barber Podcast Hosted on Acast. See acast.com/privacy for more information.

    22 min
  5. TWICM 195: LinkedIn's Ty Heath on why she will defend brand to the death

    15 Jun

    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 thinking in modern B2B marketing through The B2B Institute at LinkedIn, including work on the 95/5 rule, brand and demand, buying committees, B2B creativity and the emotional nature of business decision-making. In this episode, Ty shares her journey from high-performance athletics to Google, Nestlé, IBM and LinkedIn, and explains why the lessons of elite sport still shape how she thinks about leadership, resilience and long-term practice. The conversation then moves into some of the biggest questions facing marketers today. What changes when buyers use AI tools and LLMs to build their shortlists? How should brands think about visibility, authority and credibility in an AI-assisted search world? Does gated content still make sense? Why does brand still matter when algorithms and AI tools are influencing discovery? And what will Ty be looking for as Jury President of the B2B Creative Lions at Cannes Lions 2026? This episode is part of the Cannes Sessions, sponsored by The Digital Voice, the amplification agency working with leading ad tech and martech companies globally. The Digital Voice helps brands show up across the full mix, from global press and thought leadership to content, social, events and creative, including major moments like Cannes Lions. What you will learn: Why Ty Heath says she will “defend brand to the death”How B2B marketing moved beyond rational messaging into emotional decision-makingWhy The B2B Institute focused on what does not change, not just what is changingHow the 95/5 rule helped reframe long-term B2B growthWhy buying committees need to feel safe before they say yesWhat AI search and LLMs mean for B2B discoverabilityWhy authority, credibility and reputation now matter moreHow brands can be visible to buyers and surfaced by AI toolsWhy gated content can create a trade-off between lead capture and reachHow employee and executive voices can build trust at scaleWhat Ty will be looking for in B2B creative work at Cannes Lions 2026Why B2B creativity is finally getting the attention it deserves Timestamps: 03:03 – From elite athletics to marketing leadership 10:51 – Google, Nestlé, IBM and finding a path into marketing 15:20 – Why words, language and communication carry responsibility 17:52 – The emotional reality of B2B decision-making 18:57 – Building The B2B Institute and changing B2B marketing 21:55 – Brand and demand, the 95/5 rule and long-term growth 23:18 – AI, LLMs and the changing future of discoverability 27:42 – Buying committees, buyability and making decisions feel safer 30:36 – The gated content debate 35:14 – Why brand still matters in an AI-assisted world 38:58 – Employee voices, executive presence and B2B credibility 43:23 – Cannes Lions 2026 and the rise of B2B creativity Listen to more episodes of That’s What I Call Marketing for conversations with leading marketers, CMOs, founders, strategists and creative thinkers on brand, effectiveness, creativity, marketing leadership and the future of the industry. #B2BMarketing #BrandBuilding #TyHeath #LinkedIn #TheB2BInstitute #CannesLions #B2BCreativity #MarketingEffectiveness #ThoughtLeadership #AIsearch #LLMSEO #GEO #BrandAndDemand #MarketingLeadership #ThatsWhatICallMarketing Hosted on Acast. See acast.com/privacy for more information.

    50 min
  6. TWICM 194: Former Dove CMO Alessandro Manfredi on Why Marketing Is Losing It's Professionalism

    8 Jun

    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 explains why Dove’s success was not built on purpose alone, but on product quality, emotional connection, research, innovation, communication architecture and strategic rigour. Thanks to the Marketing Society of Ireland for organising this event. Tracksuit cares deeply about marketing professionalism and have introduced Tracksuit University to close the gap between Marketing and the C Suite and you can get 20% Off with an exclusive TWICM Discout - use the code thatswhaticallmarketing at https://university.gotracksuit.com/ This episode is for marketers, CMOs, brand leaders, strategists and agency teams who want to understand what it really takes to build brands that last. What you will learn: Why marketing is losing some of its professionalism and trainingHow Dove Real Beauty moved the brand from product love to emotional connectionWhy “people don’t buy beautiful ideas” without strong products behind themWhat Alessandro means by brand fundamentalsWhy AI is powerful for execution, but not a replacement for strategyHow CMOs can reclaim strategic influence without making it a power grabWhy brands need to shape culture rather than chase trendsHow purpose can work when it is grounded in a real human tensionWhat smaller marketing teams can learn from Dove’s approach to creativity, insight and rigour Chapters: 03:35 From academia to Unilever and Dove 06:22 The origins of Dove Real Beauty 09:37 Why marketing is losing strategic discipline 12:03 How Dove grew over 20 years 14:23 Research, insight and emotional connection 19:30 Why people do not buy beautiful ideas alone 20:41 Brand fundamentals and communication architecture 22:54 Why AI is not strategy 24:32 Working with agencies and strategic planners 25:48 The three elements of bulletproof brand fundamentals 29:34 Purpose, North Star and shaping culture 33:09 Creative effectiveness: culture, talent and rigour 36:50 What smaller marketing teams can learn from Dove 37:26 Handling criticism of Real Beauty 39:04 Social media, mental health and marketers’ responsibility 41:23 Life after Dove and Unilever 44:37 Where to find Alessandro Manfredi Guest: Alessandro Manfredi Host: Conor Byrne Podcast: That’s What I Call Marketing Find out more about Alessandro Manfredi: aleikigai.com Learn more about Tracksuit: gotracksuit.com Subscribe for more conversations with leading marketers, CMOs, brand builders, strategists and creative leaders. https://www.thatswhaticallmarketing.com/ #Marketing #BrandBuilding #Dove #RealBeauty #CMO #BrandStrategy #CreativeEffectiveness #AIInMarketing #Unilever #MarketingLeadership #PurposeMarketing #BrandFundamentals #ThatsWhatICallMarketing Hosted on Acast. See acast.com/privacy for more information.

    49 min
  7. TWICM 193: How Tourism Australia Became One of the World’s Strongest Brands

    1 Jun

    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 building in an increasingly competitive global market. Susan shares the story behind Tourism Australia’s hugely successful “Come and Say G’Day” platform, why Ruby the Kangaroo became such a powerful brand asset, and how the organisation balances consistency with freshness across markets including the US, UK and China. The conversation also explores Susan’s fascinating career journey from working at Apple during the “Think Different” era, including delivering creative work directly to Steve Jobs in Hawaii, through to leading one of the most admired tourism brands in the world. Along the way, they discuss: Why Australian marketers consistently punch above their weight globallyThe role of salience and mental availability in destination marketingWhy tourism brands often fall into category samenessThe importance of distinctive assets like Ruby the KangarooHow Tourism Australia approaches talent partnerships with figures like Nigella Lawson and Robert IrwinWhat modern tourism marketing can learn from entertainment and social mediaHow AI discoverability is changing brand strategy and search behaviourWhy consistency compounds in marketingThis is a conversation about much more than tourism. It is really about how brands stay memorable in a crowded world. 07:40 – Working during Apple’s “Think Different” era & meeting Steve Jobs 14:05 – Moving from agency life to brand side 16:20 – Why Tourism Australia is “the best job in the world” 18:00 – Why Australian marketers punch above their weight 20:15 – Escaping tourism marketing clichés 22:10 – Building the “Come and Say G’Day” platform 24:45 – Talent strategy, Robert Irwin and Nigella Lawson 29:30 – How Tourism Australia thinks about salience and consideration 32:10 – Competing without the biggest budget 35:00 – Social media, TikTok and destination storytelling 38:20 – The creation of Ruby the Kangaroo 42:40 – AI discoverability and the future of search 45:20 – Why tourism marketing matters economically and culturally A huge thank you to our partners at Tracksuit for supporting the podcast. You can listen to more episodes of That’s What I Call Marketing here: That’s What I Call Marketing Hosted on Acast. See acast.com/privacy for more information.

    49 min
  8. TWICM 192: LinkedIn’s CMO on why Marketers Need a GM Mindset with Jessica Jensen

    25 May

    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 during the 2008 financial crisis, to leading global marketing teams across Silicon Valley, Jessica shares the experiences that shaped her approach to marketing, creativity, leadership and growth. They explore why marketers need a GM mindset, how LinkedIn thinks about trust and brand building, why AI is changing career development, and what separates marketers who stay relevant from those who get left behind. Jessica also explains: – Why most marketing messaging is forgettable – Why marketers should learn finance, product and sales – How LinkedIn manages global marketing across multiple business units – Why human networks matter even more in the AI era – The real tension between global scale and local market needs – What CMOs actually measure internally – Why humour and humanity matter in B2B marketing If you’re a CMO, marketing leader, brand strategist, or someone trying to build a long-term marketing career in the age of AI, this episode is packed with practical insight. Timestamps 00:00 Intro 02:25 How Jessica accidentally inspired the podcast 03:40 Learning Japanese & living in Tokyo 05:45 Startup failure & “Mama had to go get a job” 07:00 Discovering marketing at Facebook 08:40 Bringing humour into LinkedIn marketing 10:55 The difference between LinkedIn & Indeed 12:30 Why personal brands matter more in AI 13:40 Is organic reach on LinkedIn getting harder? 15:05 Managing complexity as LinkedIn’s CMO 18:00 Running global marketing across 20+ markets 22:05 Breaking down silos inside large organisations 26:20 What Jessica actually measures as a CMO 28:15 Why marketers need a GM mindset 30:20 Why marketers should “wear lots of sweaters” 32:00 Jessica’s warning for marketers ignoring AI 35:20 The skills marketers need in 2026 37:45 What prepared Jessica to become LinkedIn’s CMO 39:00 Final reflections on leadership & humanity Subscribe for more conversations with the world’s leading CMOs, founders, strategists and creative leaders. Listen to the podcast: Spotify: https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWp Acast: https://shows.acast.com/thats-what-i-call-marketing Follow Conor Byrne on LinkedIn for more marketing analysis and commentary. Brought to you by Tracksuit Tracksuit is the always-on brand tracking platform helping marketers understand brand health, measure impact, and make better decisions over time. 👉 https://gotracksuit.com #Marketing #CMO #LinkedIn #ArtificialIntelligence #BrandStrategy #B2BMarketing #MarketingLeadership #PersonalBrand #FutureOfWork #DigitalMarketing Hosted on Acast. See acast.com/privacy for more information.

    41 min
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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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