Business of Marketing

Business of Marketing
  • 5.0 (22)
  • Marketing
  • Semiweekly

Business of Marketing is the podcast of marketing intelligence. John Horsley and Justin Cooke sit down with the people running marketing and commercial functions at the world's biggest brands, agencies and platforms. In-depth, conversations on the record. Published at businessof.co.

  1. 10h ago

    Snowflake CMO Denise Persson: Why Trust Is the New Currency of Marketing

    When AI can do more than ever, what becomes truly valuable in marketing? For Denise Persson, Chief Marketing Officer at Snowflake, the answer is trust. Recorded at the iconic New York Stock Exchange, this episode of Business of Marketing sees Denise join host John Horsley for a conversation about AI, the future of marketing and what it takes to lead through one of the biggest transformations in business. When Denise joined Snowflake in 2016, the company had just 40 customers and $1 million in revenue. Today, she's helping shape how one of the world's leading data and AI companies approaches marketing, customer relationships and growth. Together, they explore: AI and the customer journey: How agentic search is transforming discovery, decision-making and the way brands need to show up. Brand versus performance: Why long-term brand investment matters more than ever, even when the pressure to deliver pipeline keeps growing. The data challenge: Why AI is only as good as the information behind it, and why marketing and technology teams must work closer together. The changing role of the CMO: Why marketing leaders must think like business leaders, develop AI fluency and look beyond their own departments. The next generation of talent: What happens to future marketing leaders when AI begins automating the work traditionally given to junior employees? Denise also reflects on her remarkable career, from growing up in Sweden fascinated by cinema advertising to joining Commodore and eventually helping build Snowflake's global brand. It's a conversation about leadership, creativity, curiosity and the importance of keeping the customer at the centre of everything. Because in a world where technology is moving faster than ever, trust may be the greatest competitive advantage of all. Business of Marketing, hosted by John Horsley and Justin Cooke. Conversations with the people shaping the future of marketing, media, creativity and business.

  2. 1d ago

    Advertising Week New York: Why Creativity Could Be Marketing's Biggest Competitive Advantage | Alex Collmer, VidMob

    As AI makes it easier than ever to produce content, what will separate the brands that stand out from those lost in the noise? In this episode of The Business of Marketing, host John Horsley is joined by Alex Collmer, Founder and Executive Chairman of VidMob, to explore how AI, creative data and technology are reshaping the future of advertising and why creativity remains one of the most important drivers of business growth. Alex argues that the industry has become too focused on the tools and technology behind AI, when the real competitive advantage lies in the data used to make better creative decisions. As he puts it, “It's not going to make any difference whether you're using Claude or Gemini or OpenAI… what makes a huge difference is knowing what to make and the input that you put into the system.” The conversation explores: Why creative effectiveness needs to be measured differently: How AI can analyse thousands of creative elements to help marketers understand not just which ads perform, but why. The return of brand building: Why the growing volume of content risks making advertising less memorable, and why short-term performance needs to be balanced with long-term brand investment. The competitive advantage of proprietary data: Why structured creative data could become more valuable than the AI tools themselves. From content creation to compound branding: How brands can maintain a consistent identity across thousands of pieces of influencer, creator and AI-generated content. Rethinking creative investment: Why Alex challenges the industry's classification of creative as “non-working” media, despite its significant contribution to advertising results. The future of marketing technology: How VidMob is evolving from a standalone platform into an intelligence layer that enhances clients' own AI tools and workflows. Staying creative in the age of AI: Why the next generation of talent needs to use commonly available tools in uncommon ways, without losing the human skills that make creativity distinctive. Alex also shares his advice for marketers looking to demonstrate the value of creativity to the boardroom, and explains why producing more content is not the same as building a stronger brand. Key takeaway: As AI makes content production faster and more accessible, the real advantage will belong to businesses that know how to combine proprietary data, distinctive creativity and long-term brand thinking.

  3. 2d ago

    Advertising Week New York: Beyond the Scroll: How Roblox Is Changing the Future of Advertising | Stephanie Latham, Roblox

    “If you're targeting Gen Z and Roblox isn't on your plan, you're missing out.” Recorded live at Advertising Week New York, Justin Cooke is joined by Stephanie Latham, VP Global Brand Partnerships and Advertising at Roblox, to explore how the platform is creating new opportunities for brands to connect with audiences through gaming, creativity and participation. With more than 120 million daily active users spending almost three hours a day on Roblox, the platform offers marketers a different way to reach and engage Gen Z and Gen Alpha. Drawing on her 12 years at Meta, Stephanie discusses how Roblox is developing its advertising business, bringing brands into its creator ecosystem and helping marketers understand the value of immersive experiences. The conversation explores: From advertising to participation: Why brands need to offer audiences something that adds to their experience, rather than simply interrupting it. Building successful brand experiences: How the NFL is extending its relationship with fans beyond the sporting season through NFL Universe, and how e.l.f. Cosmetics has brought its brand values into its Glow Up experience. Understanding Gen Z and Gen Alpha: Why marketers need to understand how younger audiences move between digital and physical experiences, and connect through shared interests and communities. The creator economy: Why creators should be treated as strategic partners and consultants, rather than simply another media channel, and why trust and creative freedom are essential. Measuring immersive advertising: How Roblox is working with the wider industry to develop measurement standards, while helping brands assess engagement, brand lift and time spent. Brand partnerships and the Roblox ecosystem: How initiatives such as BrandLink are helping brands identify creators, influencers and development studios, while creating clearer standards for collaboration. Safety and age-appropriate advertising: How Roblox is approaching audience age verification and helping brands reach the right audiences. Key takeaway: Roblox represents more than another advertising channel. For brands, the opportunity lies in understanding the communities on the platform, working with creators and developing experiences that give people a reason to participate.

  4. Oct 29

    Advertising Week New York: The Creator Economy Is Changing the Rules of Marketing | Scott Sutton, CEO of Later

    What makes people care about a brand? For Scott Sutton, CEO of Later, it’s not a list of product features it’s emotion, storytelling and the ability to connect with audiences. As Scott puts it, “When have you ever been inspired by the five talking points of a product marketer?”  In this live conversation from Advertising Week New York, host John Horsley sits down with Scott to explore how the creator economy is reshaping marketing, from brand storytelling and paid advertising to AI-powered product discovery. Scott explains why creators are becoming central to the entire marketing mix, how brands can use creator content to drive commercial results, and why compelling stories matter more than corporate talking points. In this episode, we explore: Why creator marketing is expanding far beyond social media How AI and answer engines are changing product discovery Why emotion, storytelling and personality make marketing more memorable How brands can turn creator content into measurable business growth Why great marketing must go hand in hand with great products The takeaway? The brands that stand out won't just talk about their products. They'll tell better stories, work with the right creators and give audiences a reason to care.

  5. Oct 28

    Fanta’s Haunted Universe, Halloween and the Business of Creativity | | Ibrahim Khan, Coca-Cola Company, Fanta TM

    "Our vision is for Halloween to become for Fanta what Christmas is to Coke.” How do you turn a seasonal campaign into a global brand platform that could last for decades? For Fanta, Halloween is about more than limited-edition packaging or a spooky campaign. It’s an opportunity to build an entertainment universe, connect with passionate fan communities and turn a local cultural insight into a global growth opportunity. Justin Cooke sits down with Ibrahim Khan, Global Vice President of Marketing at the Coca Cola company, to explore the strategy behind Fanta’s Haunted Universe and how the brand is reimagining Halloween for audiences around the world. From creating original characters and collaborating with entertainment franchises to using AI to bring ambitious creative worlds to life, Ibrahim reveals how Fanta is turning fun into a powerful driver of brand relevance and business growth. But what makes a creative idea worth investing in? How do you build a global campaign that still feels culturally relevant? And how can marketers measure success beyond brand awareness and consumer love? In this episode, we explore: Building Fanta’s Haunted Universe: The ambition to make Halloween for Fanta what Christmas is for Coca-Cola. Turning Halloween into a global platform: How a local insight became a scalable campaign across markets and cultures. The business of creativity: Why great ideas must solve a real business challenge, capture attention and deliver results. From brand love to business growth: Why recognition and positive sentiment are not enough without measurable commercial impact. AI as a creative enabler: How technology helped bring Fanta’s Haunted Universe to life while keeping human creativity and judgement at the centre. Marketing at the speed of culture: Why brands need to understand local audiences rather than simply react to every trend. The future of advertising: How brands can earn attention in a world where audiences, not advertisers, control the conversation. As Fanta looks to build a Halloween platform for the long term, Ibrahim makes the case for combining strong brand foundations, bold creativity and commercial thinking to create work that people genuinely care about.

  6. Oct 27

    Advertising Week New York: Kate Ridley on Stanley’s Brand Transformation and the Power of Culture

    How do you turn a heritage brand into a cultural phenomenon? Since 1913, Stanley has built its reputation on quality, durability and innovation. But in recent years, the brand has reached a new generation of consumers, becoming a fixture in culture and experiencing extraordinary demand. So how do you evolve a brand with more than a century of history while staying true to what makes it special? Recorded live at Advertising Week New York, host Justin Cooke sits down with Kate Ridley, Chief Brand Officer at Stanley 1913, to explore the thinking behind the brand’s transformation from rediscovering its heritage to embracing creativity, culture and a more agile approach to marketing. In this episode, we explore: Reimagining a heritage brand: How Stanley has evolved its identity while staying true to its origins. The power of storytelling: Why younger consumers care about brand history  and how Stanley is bringing its heritage to life. Building a brand for the long term: Using quality, sustainability, originality and inventiveness to guide decisions. Connecting brand and product: How consumer insight shapes everything from innovation to marketing. Moving at the speed of culture: Listening to consumers, testing ideas and responding to cultural moments. Authentic partnerships: Why the strongest collaborations are rooted in genuine connections. AI and the future of marketing: How technology can support creativity, insight and more agile ways of working without replacing human empathy. Managing hypergrowth: Building the teams, processes and capabilities to keep pace with demand. As Stanley continues to grow, Kate shares why the future of great marketing lies in combining strong brand foundations with curiosity, creativity and the courage to keep evolving.

  7. Oct 23

    Cannes Lions 2026: AI, the Creator Economy and Why Creativity Still Wins | Rory Dolan, Canva

    “Effectiveness over efficiency.” Recorded live at Cannes Lions 2026, Rory Dolan, VP of Marketing Strategy at Canva, joins The Business of Marketing host Justin Cooke to explore how AI, the creator economy and the democratisation of creativity are reshaping the future of marketing. As AI makes content easier and faster to produce, Rory argues that the real competitive advantage lies elsewhere: in the quality of the ideas, the stories brands tell and the emotional connections they build with audiences. Drawing on his experience across agencies, platforms and marketing science, he explains why brands must look beyond short-term metrics, resist the temptation to optimise everything for efficiency, and remember that creativity is ultimately about connecting with people. From the rise of the creator economy to Canva’s vision of making creativity accessible to everyone, Rory explores how brands can embrace new technology without losing sight of the fundamentals that drive long-term growth. In this episode, we discuss: AI and the future of creativity: Why the biggest opportunity is not simply producing more content, but achieving better outcomes. Effectiveness vs efficiency: Why an obsession with saving time and money can come at the expense of business growth. The creator economy comes of age: How brands can collaborate with creators while preserving the authenticity that makes their audiences care. The democratisation of creativity: How Canva is removing traditional barriers to design and visual communication. Building brands in the AI era: Why distinctive brand assets, emotional connection and long-term thinking still matter. The danger of short-term metrics: Why marketers need to communicate the business value of brand building to CFOs and CEOs. Human creativity in an AI world: How technology can empower people without removing them from the creative process. What creates competitive advantage: Why the message and quality of the work matter more than how it was made. The future of marketing talent: Why continuous learning, broad expertise and a commitment to mastering your craft are essential.

  8. Oct 22

    Cannes Lions 2026: The Future of Advertising, AI and Why Trust Is Everything | Fredrik Borestrom, International Advertising Association

    “If you want to go fast, go alone. If you're going to go far, go together.” Recorded live at Cannes Lions 2026, this episode of The Business of Marketing explores what it takes to unite a global advertising industry facing mounting pressures from AI and economic uncertainty to sustainability, talent and proving marketing’s value. Host Justin Cooke interviews Fredrik Borestrom, Global President and Chair of the International Advertising Association (IAA), about why the industry needs more than conversations about change. It needs collaboration, accountability and action. Drawing on his experience building partnerships, leading international organisations and working across markets, he explains how creativity can solve real-world problems, why trust is built through consistent action, and how brands can create long-term value rather than chase short-term gains. From making advertising more sustainable to widening access to talent and building partnerships that deliver mutual value, Fredrik makes the case for a more connected, responsible and representative industry. In this episode, we discuss: AI and the future of advertising: How the industry can navigate rapid technological change together. Proving marketing’s value: Why demonstrating ROI remains a critical challenge for brands and agencies. Creativity beyond the usual markets: What the rest of the world can teach the industry about doing more with less. Sustainable advertising: How better creative, smarter media choices and shared measurement frameworks can reduce environmental impact. The future of talent: Why widening access and building diverse, representative teams matters. Partnerships that last: The importance of mutual value, flexibility and trust. Building for the long term: Why sustainable business growth sometimes means turning down the wrong deal. The role of industry bodies: How global collaboration can help turn shared challenges into meaningful progress.

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Ratings & Reviews

5
out of 5
22 Ratings

About

Business of Marketing is the podcast of marketing intelligence. John Horsley and Justin Cooke sit down with the people running marketing and commercial functions at the world's biggest brands, agencies and platforms. In-depth, conversations on the record. Published at businessof.co.

Information

  • Creator
    Business of Marketing
  • Years Active
    2024 - 2026
  • Episodes
    165
  • Rating
    Explicit
  • Copyright
    © Business of 2026. All rights reserved.
  • Show Website
    Business of Marketing

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