Sleeping Barber - A Marketing Podcast

Sleeping Barber
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  • MARKETING
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Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact. From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences. This is your backstage pass to smarter thinking and better business results.

  1. SBP 134: Consumer First, Data Always. Post Pod Discussion

    1 DZIEŃ TEMU

    SBP 134: Consumer First, Data Always. Post Pod Discussion

    In this conversation, Marc Binkley and Vassilis discuss insights from their chat with Bob Park, focusing on brand management, the importance of data in marketing, and the evolving landscape of AI. They explore how to manage multiple brands effectively, the distinction between good and bad data, and the significance of sales as a key metric. The discussion also touches on the shift towards micro-moments in marketing and the future implications of AI in the industry. Enjoy the show! Our Guest: Bob Park: https://www.linkedin.com/in/bob-park-geappliances/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways The weather can influence our mood and conversations.Managing multiple brands requires a nuanced understanding of market dynamics.Good data is essential for effective marketing strategies.Sales metrics should be the primary focus for marketers.The marketing landscape is shifting towards smaller, more frequent campaigns.AI is rapidly evolving and will impact marketing roles significantly.Understanding consumer behaviour is crucial for brand success.Data should guide decision-making, but clarity on what is being measured is vital.Collaboration across departments is essential for achieving sales goals.The future of marketing will involve adapting to new technologies and consumer expectations. Chapters 00:00 Sunny Beginnings and Weather Talk01:55 Insights from Bob Park: Managing Multiple Brands05:18 Data Distinctions: Good vs. Bad09:09 Sales as the Key Metric12:42 The Shift to Smaller Campaigns16:10 The Future of AI and Technology18:05 Reflections on the Conversation

    19 min
  2. SBP 134: Consumer First, Data Always. With Bob Park.

    2 DNI TEMU

    SBP 134: Consumer First, Data Always. With Bob Park.

    In this episode of the Sleeping Baber podcast, we engage with Bob Park, formerly the Chief Brand Officer at GE Appliances. We explore the evolving role of brand management, the importance of data-driven decision-making, and the challenges of balancing short-term and long-term marketing strategies. Bob shares insights from the Cannes Changemaker series, emphasizing the need for consumer-centric approaches and the integration of AI in marketing. Our conversation highlights the significance of building relationships within the C-suite and adapting to new media strategies in a rapidly changing landscape. Our Guest: Bob Park: https://www.linkedin.com/in/bob-park-geappliances/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways The Chief Brand Officer role focuses on a house of brands approach.Cannes Lions Festival provided valuable insights on marketing and technology.Being a changemaker is essential in brand management.Understanding consumer needs is key to effective marketing.Data-driven decision-making is crucial for success.There is a distinction between good and bad data.Key metrics should guide marketing strategies.Navigating data overload is a challenge for marketers.Media strategies must evolve with changing consumer behaviour.AI will play a significant role in the future of marketing. Chapters 00:00 Introduction to the Sleeping Baba Podcast 01:03 The Role of Chief Brand Officer 03:03 Insights from the Cannes Changemaker Series 05:49 Applying Change Maker Philosophy to Brand Management 08:56 Data-Driven Decision Making in Marketing 11:50 Key Performance Indicators and Market Share 14:51 Navigating Short-Term vs Long-Term Marketing Strategies 17:57 The Evolution of Media Strategies 21:10 Adapting to the Digital Landscape 24:07 Building Relationships with the C-Suite 26:48 Justifying Marketing Investments 30:03 The Future of Marketing and AI 33:03 Conclusion and Closing Remarks

    38 min
  3. SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025

    24 LIP

    SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025

    In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers. Enjoy the episode! Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways The creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization.Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers.AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies.Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection.Brands should prioritize creating meaningful experiences over just measurable outcomes.The importance of breaking down silos between marketing teams to create cohesive consumer experiences.Measurement should go beyond last-click metrics to include engagement and journey quality.Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising.The rise of AI tools is making video production more accessible for smaller brands.Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements. Chapters 00:00 - Introduction00:53 - The Evolving Creator Economy04:29 - Retail Media Measurement Challenges08:27 - AI's Impact on Video Advertising12:19 - Innovative Marketing Strategies in Film15:55 - The Intersection of Film and Marketing17:12 - Evolving Performance Marketing to Experience Marketing21:51 - Redefining Success in Marketing25:24 - Nostalgia in Advertising: The Ribena Campaign Links: Creator Economy Mergers and Acquisitions Heating Up! Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7 Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB data Link: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-major GenAI Is Coming for Your Commercials Link: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iab Brad Pitt’s F1 Movie Marketing: Full-Throttle Strategy Breakdown Link: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pitt The Marketing Moment Performance Marketing to Experience Engineering Link: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections

    29 min
  4. SBP132: Beyond Cannes: Post Pod Discussion.

    17 LIP

    SBP132: Beyond Cannes: Post Pod Discussion.

    In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem. We hope you enjoy this show! Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Chapters 00:00 - Post-Cannes Reflections 01:38 - The Tension Between Data and Media 04:52 - Long-Term Campaign Strategies 09:12 - Redefining Campaigns 10:33 - The Hum and the Beats of Marketing 12:21 - The Power of AI in Marketing 14:55 - The Evolution of Cannes Festival

    17 min
  5. SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.

    15 LIP

    SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.

    In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising. The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies. We hope you enjoy the show! Our Guest: David Tiltman Chief Content Officer, WARC; SVP Content, LIONS Intelligence https://www.linkedin.com/in/david-tiltman-5a2a6614/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Episode Takeaways: Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.The festival includes both a core event and a vibrant fringe, offering diverse experiences.Creativity must be linked to commercial effectiveness in today's marketing landscape.The rise of AI is reshaping how marketers approach creativity and effectiveness.Craftsmanship in marketing is essential and cannot be easily automated.The American marketing landscape is sophisticated but has its challenges.The Multiplier Effect highlights the importance of effective marketing strategies.Marketers need to communicate effectiveness in relatable terms to a broader audience.The tension between best practices and market trends is a significant challenge.Lions Intelligence aims to provide valuable insights and tools for marketers. Chapters 00:00 - Introduction 00:58 - The Evolution of Cannes Festival 03:48 - Experiencing the Fringe and Spontaneity 05:55 - Making Effectiveness Entertaining 07:54 - Balancing Creativity and Effectiveness 09:45 - The Shift in Festival Programming 11:48 - The Multiplier Effect and Industry Response 14:24 - Emerging Trends and Frameworks 16:10 - The Evolving Landscape of Marketing Practices 18:40 - Navigating the Creator Economy and Brand Recognition 21:30 - The Craft of Marketing: Balancing Creativity and Consistency 22:46 - American Marketing: Insights and Challenges 27:34 - Introducing Lions Intelligence: A New Era in Marketing Research

    37 min
  6. SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.

    10 LIP

    SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.

    In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon. Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors. Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways The Calgary Stampede serves as an unofficial economic indicator. Attendance at the Stampede is on pace to break records. Google Ads are seeing a decline in click-through rates post-AI integration. Longer queries are becoming more common in search behavior. Viral content does not always correlate with brand growth. Experiential marketing is becoming more important than traditional ads. Generic ads can outperform personalized retargeting ads in certain contexts. Timing is crucial for effective retargeting strategies. Stella Artois' Wimbledon campaign creatively aligns with cultural events. Emotional connections in marketing are essential for brand differentiation. Chapters 00:00 - Introduction 00:57 - Calgary Stampede: Economic Indicator 03:14 - Shifts in Google Ads Post-AI 06:33 - The Long and Short of Advertising 07:58 - MasterCard's Experiential Marketing Shift 11:10 - Retargeting: When Does It Work? 17:36 - Stella Artois: Wimbledon Campaign Highlights Links: Calgary Stampede: What the 'Greatest Outdoor Show on Earth' says about the economy - https://www.cbc.ca/news/canada/calgary/bakx-calgary-stampede-2025-1.7577533 Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162 Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2y Advertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/ Marketing Moment: When does Retargeting Work? https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505 Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledon From Performance Marketing To Experience Marketing https://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc

    22 min
  7. SBP 130: Zombie Metrics - Post Pod Discussion.

    3 LIP

    SBP 130: Zombie Metrics - Post Pod Discussion.

    Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data. They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data. The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape of marketing and the necessity of adapting to new insights and methodologies. Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways Zombie metrics can mislead marketers. The traditional funnel model is no longer effective. Intent data should be used holistically, not just for conversions. Data literacy is crucial for interpreting marketing metrics. Marketers must validate their metrics to ensure accuracy. Curiosity about data sources enhances understanding. Marketing effectiveness principles are essential for real results. Dale Harrison's insights provide valuable perspectives. The consumer journey is more compressed than ever. Being open to being wrong fosters growth in marketing. Chapters 00:00 - Introduction and Context Setting 01:07 - Exploring Zombie Metrics 04:16 - The Outdated Funnel Model 08:51 - Intent Data and Its Implications 13:29 - Marketing Effectiveness Principles

    16 min
  8. SBP 130: Zombie Metrics: Don’t Fall for Misleading Data. With Dale Harrison.

    1 LIP

    SBP 130: Zombie Metrics: Don’t Fall for Misleading Data. With Dale Harrison.

    In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing. He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process. Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nature of intent data. Enjoy the show! Our guest: Dale Harrison Consultant - Inforda Life Sciences Services https://www.linkedin.com/in/dalewharrison/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Chapters 00:00 - Introduction 02:12 - Understanding Zombie Metrics 10:28 - The Importance of Data Literacy in Marketing 12:21 - The Role of Financial Metrics in Marketing 22:04 - The Funnel vs. Gumball Machine Model in Marketing 26:41 - The Evolution of Sales Tactics 29:21 - Understanding Marketing Models and Buyer Behaviour 30:22 - The Role of Memory in Marketing 32:36 - Measuring Marketing Effectiveness 35:29 - The Impact of Brand Marketing 37:51 - The Misconception of Intent in Marketing 45:12 - The Limitations of Intent Data Takeaways Zombie metrics can mislead marketers and decision-makers. Data literacy is essential for credibility in marketing. The traditional funnel model is outdated and oversimplified. Marketing should focus on altering future buyer behaviour. Brand marketing has a lasting impact on consumer memory. Intent data is often unreliable and can lead to false assumptions. Marketers need to evaluate the metrics they use critically. Understanding contribution margin is crucial for marketing effectiveness. Effective marketing requires a balance of performance and brand strategies. The cost of acquiring customers is often exaggerated in marketing discussions.

    53 min
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O programie

Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact. From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences. This is your backstage pass to smarter thinking and better business results.

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