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 seat, and he brings a rare mix of empathy, commercial acumen, and brand belief. We unpack how marketin...
Jul 08, 2025•32 min•Season 4Ep. 15
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 to lead in today’s ever-evolving landscape. We talk: – The rise of creative AI (and why human judge...
Jul 01, 2025•33 min•Season 4Ep. 14
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 return of brand marketing (and the quiet death of retargeting) – What Tony’s Chocolonely can teach ...
Jun 19, 2025•47 min
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 today Hosted on Acast. See acast.com/privacy for more information.
Jun 18, 2025•29 min
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, Hosted on Acast. See acast.com/privacy for more information.
Jun 17, 2025•40 min
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 The Cannes Sessions, brought to you by Freedman International Hosted on Acast. See acast.com/privacy ...
Jun 16, 2025•22 min
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 conversation also covers Mark Read’s departure from WPP and its implications for the holding company landscape....
Jun 10, 2025•26 min
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, and two-thirds experiencing double-digit growth!) Explore the critical importance of capturing audien...
Jun 03, 2025•45 min•Season 4Ep. 13
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 of integrating connected TV into advertising strategies and how modern brands can stay culturally rel...
May 28, 2025•38 min
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 will Hear 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 the winning ideas, from a crowdsourced AI route planner built on Google Maps, to a double-page “whe...
May 20, 2025•46 min
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 segment, they examine La Roche-Posay’s campaigns to counter sun safety misinformation on platforms li...
May 13, 2025•33 min
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 The Tipping Point by Malcolm Gladwell inspired him to apply behavioural science theories to real-wor...
May 05, 2025•57 min•Season 4Ep. 11
The Singles: Hot Topics in Marketing, Vrbo Vs AirBnB, Liquid Death, Wrexham & Mo's Moment Dive 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 highlights historic brand rivalries, like Burger King vs. McDonald's, to understand how competition can...
Apr 30, 2025•37 min
What happens when you give a marketer full creative freedom, a food truck, and no permit? You get a marketing lesson you’ll never forget. In this episode of That’s What I Call Marketing, I’m joined by Ran Avrahamy, Chief Marketing Officer at AppsFlyer, who shares the wild journey of building a global brand—from a 13-person startup to a team of over 100 marketers across 20+ countries. We talk about: Why there’s no playbook for marketing success—and why that’s a good thing The power of creative ri...
Apr 22, 2025•44 min•Season 4Ep. 10
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 rev...
Apr 16, 2025•29 min
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...
Apr 08, 2025•48 min
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 ...
Apr 02, 2025•33 min
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 col...
Mar 25, 2025•51 min•Season 4Ep. 7
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 an...
Mar 19, 2025•29 min
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 ...
Mar 04, 2025•49 min•Season 4Ep. 7
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...
Feb 18, 2025•53 min•Season 4Ep. 6
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 challeng...
Feb 04, 2025•49 min•Season 4Ep. 4
Featuring Paul Dervan, Andrew More, Abi Moran & James Dunne This episode of 'That's What I Call Marketing' delves into the transformative role of AI in the marketing landscape. Host Conor Byrne and returning guest Paul Dervan, along with industry experts, Andrew More, Abi Moran & James Dunne, discuss the practical uses and benefits of AI in marketing, creative production, and advertising. They explore AI's potential to disrupt traditional workflows, the importance of crafting effective p...
Jan 28, 2025•56 min•Season 4Ep. 3
In this compelling episode of That's What I Call Marketing, Conor Byrne sits down with Professor Felipe Thomaz, an Oxford-based academic whose research is reshaping how marketers approach media planning and campaign strategy. From his unconventional journey — starting in Brazil, moving through a myriad of industries, and landing at the University of Oxford — to his groundbreaking work on marketing effectiveness, Felipe shares insights that every marketer needs to hear. Key topics include: The Ro...
Jan 21, 2025•1 hr 4 min•Season 4Ep. 2
In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her experti...
Jan 14, 2025•55 min•Season 4Ep. 1
The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think. In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team ...
Jan 08, 2025•17 min
In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber Podcast Marc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of...
Dec 17, 2024•1 hr
In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts: *Una Herlihy, co-founder of The Indie List; *Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research. Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, ...
Dec 10, 2024•56 min•Season 3Ep. 48
2024 is nearly over us so a perfect time to look ahead to 2025. In today's episode I delve into the future of marketing with Imaad Ahmed, Head of WARC Advisory for EMEA and the Americas. This special episode focuses on the highly anticipated WARC 2025 Marketers Toolkit , exploring pivotal themes that will shape the marketing landscape in the upcoming year. Discover the key strategies around the economic reset and how stability might impact proactive planning, the importance of bridging the exper...
Dec 03, 2024•49 min•Season 3Ep. 47
November 2024 was a whirlwind in the marketing world, full of headline-grabbing moments, and lessons you can’t afford to ignore. If you’re looking to sharpen your strategies, decode what worked (and what didn’t), and understand the trends shaping the industry, this episode is your go-to guide. We’ll break down the big stories and extract insights that will make you rethink your own campaigns. Some Of The Big Stories This Month: 🔥 Trump’s Winning Formula: Donald Trump’s presidential campaign lea...
Dec 01, 2024•24 min
