That's What I Call Marketing

Conor Byrne
  • 5.0 (11)
  • MARKETING
  • UPDATED WEEKLY
That's What I Call Marketing

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 Singles Ep3: Hot Topics in Marketing: Insights on Tesla, Puma & Bonds with Tracksuit

    4 DAYS AGO

    The Singles Ep3: Hot Topics in Marketing: Insights on Tesla, Puma & Bonds with Tracksuit

    nd sales. We go on to discuss Tesla's customer funnel issues and consider the broader implications of celebrity leadership on brand perception. Moving forward, we examine Puma's largest global campaign and its attempts to connect with its audience amidst stiff market competition. Lastly, we discuss Bonds, the iconic Australian brand, and its strategy to break into the U.S. market with a new campaign featuring Robert Irwin. The episode is filled with insights into how data-driven analysis can reveal the underlying truths behind these brand stories. 02:11 The Elon Effect on Tesla 03:53 Challenges in Tesla's Brand Perception 05:49 Celebrity Leadership and Brand Impact 11:16 Puma's Go Wild Campaign 17:28 Bonds' Expansion into the US Market Don’t forget to visit gotracksuit.com to check out their amazing always on brand tracking dashboard. 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.

    29 min
  2. S4 Ep 9: Rory Gallery : A Special Sort Of Brand Strategy

    8 APR

    S4 Ep 9: Rory Gallery : A Special Sort Of Brand Strategy

    In this episode, Rory delves into his extensive career in marketing, sharing his journey from the west coast of Ireland to New Zealand. He discusses his exciting role in various creative campaigns, notably his work on the famous Guinness ads during his time at Abbott Mead Vickers in London. Rory provides insightful reflections on the importance of creative integrity and the balance between long-term brand strategy and effective execution. He elaborates on the challenges faced during the creation and implementation of the Guinness 'Made of More' campaign. Rory shares how strategic principles and innovative thinking helped rejuvenate the brand, despite the initial execution hurdles and client dynamics involved. Drawing parallels, he also explains his recent work on the DB Export campaign in New Zealand, highlighting how they creatively addressed the common issue of accidentally freezing beer, making use of a humorous and engaging 'Cold Callback Service' involving Vanilla Ice. Furthermore, Rory contrasts the prevailing trends in beer advertising, criticizing the overly serious tone that has dominated the industry. He advocates for injecting humor back into advertising, emphasizing its role in making work more engaging and memorable. The conversation also covers the internal dynamics at Special Group, the agency Rory is part of, including their approach to integrating effectiveness into their work and the creation of platforms that can evolve and improve over time. Finally, Rory discusses the implications and opportunities presented by AI in the advertising sector. He touches on how AI is being utilized to enhance strategic input and streamline processes, while also acknowledging the challenges it poses, particularly for the development of junior talent and the impact on traditional production models. Rory wraps up the episode with a candid discussion on the future of advertising, the importance of maintaining a balance between creativity and effectiveness, and how to leverage new technologies to drive innovation without losing the essence of great storytelling. 00:28 Rory's Career Journey 00:42 Guinness Made Of More Campaign Insights 01:31 Creative Challenges and Solutions 03:37 The Energy of Guinness Ads 04:12 The Sapeurs Campaign 06:47 Client and Agency Dynamics 07:27 Navigating the Creative Process 08:31 The Glass and the Clay Philosophy 10:00 Transition to Head of Strategy 12:35 Moving to New Zealand 15:43 Special Group's Success 18:29 Uber Eats Campaign 22:13 DB Export Campaign 25:40 Humor in Beer Advertising 30:50 Effectiveness in Advertising 34:43 The Role of AI in Advertising 35:14 Challenges and Opportunities with AI 41:26 Conclusion and Farewell Hosted on Acast. See acast.com/privacy for more information.

    48 min
  3. The Singles Ep 2. Marketing Hot Topics, Brand Britain, Chocolate & Airlines with Tracksuit.

    2 APR

    The Singles Ep 2. Marketing Hot Topics, Brand Britain, Chocolate & Airlines with Tracksuit.

    In this episode of 'That's What I Call Marketing, The Singles,' we take a look at the latest hot marketing topics with 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 brands that are loved by Brits, insights gathered after surveying over 6,000 UK consumers in five major categories: supermarkets, fast food, tea, biscuits, and beer. We discuss loyalty (yes loyalty) to Yorkshire Tea and McVitie's Biscuits. Given the amount of chocolate we see in supermarkets at the moment we chat about the category looking at Galaxy's brand growth, and Tony's Chocolonely's impact in the competitive chocolate market. And who isn’t thinking about summer holidays, so we look into the airlines and hear about British Airways' successful emotional advertising campaign and its transformation of the brand's image. Enjoy a detailed exploration of marketing insights and consumer behavior trends shaping the market today. 00:00 Introduction and Overview 00:24 The Brand Map of Britain 10:55 Chocolate Preferences and Market Insights 14:25 The Unique Brand Purpose of Tony's Chocolonely 19:12 British Airways' Emotional Advertising Success 26:57 Comparing Brand Strategies: Chocolate vs. Airlines Don’t forget to visit gotracksuit.com to download the Brand Map of Britain and check out their amazing always on brand tracking dashboard. Hosted on Acast. See acast.com/privacy for more information.

    33 min
  4. S4 Ep8: Why The Best Advertising Should Stir The Pot with Mark Shanley

    25 MAR

    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 & Kennedy 01:15 Campaign Highlights: Nike and More 01:53 Creative Work and Collaborations 03:43 Ambitions and Global Work 12:23 Burnout and Rediscovery During the Pandemic 21:28 Pro Bono Work and Special Olympics Campaign 23:09 Joining Adam and Eve 23:25 First Projects and Initial Challenges 24:00 The John Lewis Home Insurance Ad Controversy 26:35 Pulled Ads and Their Impact 28:24 The Pot Noodle Slurp Campaign 31:52 Adapting to Feedback and Making Changes 39:47 The Role of AI in Advertising 45:56 The Importance of Staying Current Hosted on Acast. See acast.com/privacy for more information.

    51 min
  5. The Singles: The Hot Topics in Marketing discussing Poppi, Guinness, Nike, Reddit & more....with Tracksuit

    19 MAR

    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.com 00:00 Introduction to the Podcast and Series 00:48 Introducing Tracksuit and Its Benefits 01:44 Meet the Experts: Dan Fleming and Jasper Skinner 02:40 The Growth Journey of Tracksuit 05:02 Hot Topics in Marketing: St. Patrick's Day and Guinness 10:28 Nike's Return to Greatness 16:04 Poppi's Acquisition by Pepsi 22:03 Reddit and Threads on the Rise 26:22 Future Episodes Hosted on Acast. See acast.com/privacy for more information.

    29 min
  6. S4 Ep7: Behind the Swedish Curtain: The Daring Strategies That Have Elevated IKEA in The Competitive Canadian Market with Jonelle Ricketts

    4 MAR

    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 Netherlands 01:49 Transition to Global Roles 04:41 Challenges in Global Marketing 07:18 Experience at BlackBerry 08:37 Returning to Canada 09:58 Joining Sephora and Returning to IKEA 12:29 IKEA's Presence in Canada 13:51 Competitive Landscape and Media Strategy 14:54 Focus on Affordability and Quality 17:58 Iconic IKEA Advertising 27:42 Balancing Global and Local Marketing 33:13 Innovative Media and Testing Strategies 39:53 The Role of AI in Marketing Hosted on Acast. See acast.com/privacy for more information.

    49 min
  7. S4 Ep6: Behind the Bottle: The Untold Risks & Triumphs of Glendalough's Global Gamble

    18 FEB

    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 Distillery 02:18 Building the Glendalough Brand 04:18 Challenges and Successes in the Spirits Industry 06:31 Innovative Marketing Strategies 07:36 Lessons in Expanding to the U.S. Market 11:32 Crafting the Brand Identity 15:56 Innovating with Seasonal Gins 22:25 Going Global: Challenges and Triumphs 26:14 Targeting Key Bars and Liquor Stores 27:17 Social Media Strategies and Hard Work 28:01 Expanding State by State 28:45 The Turning Point with Mark Anthony 31:29 Managing a Global Brand 33:50 Reuniting the Team 36:21 Focusing on Key Markets and Products 47:15 Future Ambitions and Reflections Hosted on Acast. See acast.com/privacy for more information.

    53 min
  8. S4 Ep4: CMO Brit Starr On Why Saying NO Was the Best Career Move

    4 FEB

    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 Community 00:39 Early Career and Agency Experience 05:35 Transition to Tech and Consulting 06:16 Joining Tribe Dynamics and Role Evolution 13:02 Acquisition by CreatorIQ and New Ventures 17:28 Leadership Philosophy and Company Growth 20:05 Client Relationships and Value-Driven Approach 23:04 Navigating the Creator Marketing Landscape 23:55 Solving Customer Problems with Technology 25:05 Brand Safety in Creator Campaigns 26:05 Managing High Volume Creator Collaborations 26:38 Teaching Brands About Their Own Value 27:17 Activating the Creator Community 27:55 Staying Close to the Customer 28:25 Marketing to Marketers 28:49 The Power of Data in Marketing 30:34 Measurement and Metrics in Marketing 31:25 Challenges of International Marketing 33:19 AI in Marketing 37:46 Leadership and Team Dynamics 40:15 Theories of Victory and Focus 42:57 Becoming the CMO Hosted on Acast. See acast.com/privacy for more information.

    49 min
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Ratings & Reviews

5
out of 5
11 Ratings

About

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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