That's What I Call Marketing Conor Byrne

Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio
00:44 Diving Into the Media Landscape: Challenges and Opportunities
01:12 Expert Insights on Traditional Media's Evolution
02:59 The Digital Shift: Analysing the Impact on Advertising Spend
05:13 Reassessing Media Strategies: A Shift Back to Broadcast?
06:52 Breaking Down Misconceptions in Media Planning
11:05 The Importance of Diverse Media in Campaigns
12:59 Measuring Success Beyond Digital Metrics
24:11 Revisiting Event-Based Media and Consumer Engagement
27:02 Addressing the Digital Focus in Media Planning and Buying
29:51 The Sonic Boom of Audio Media
30:06 Marketing Challenges and Strategies
36:06 Innovations in Media: A Closer Look
38:21 The Future of Media Measurement and Creativity
52:10 Busting Myths and Setting New Goals
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Thanks to Dee Reddy at Poddle Audio for hosting this episode
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Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.
00:22 Weetabix's Branding Challenge and Campaign Insights
02:12 Celebrating Burger King's 70th with Flame-Grilled Ads
02:38 Cairn Homes and the Community Games Sponsorship
03:35 McDonald's Innovative Smelling Billboard Campaign
05:29 The Wild Atlantic Way: A Tourism Marketing Success
07:18 The Rise of Fake Billboards and Creative Debates
08:50 Marketing to Gen Z sigh
09:39 Sky Ireland's Streaming Ad
10:49 Exploring the CMO and CFO Relationship with Heineken USA
11:52 Terrence Riley's Return to Crocs
12:52 Innovative Campaigns and AI in Marketing
15:23 Waitrose's Creative Pricing Campaign
16:19 April's Guest Highlights on 'That's What I Call Marketing'
16:57 Looking Ahead: Cannes 2024 and Future Collaborations
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
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Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be. 
 
02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition
10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry
18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry
27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry
37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important
46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants

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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
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Today’s guest is the fascinating Ellie Norman, Chief Communications Officer at Manchester United. This is a wonderful story of embracing challenges, from diving into the marketing world without prior experience to leading innovative branding strategies at big brands. Ellie has worked for Honda, which must have been a dream job for someone who grew up loving motorised vehicles and Ellie certainly made the most of it as you will hear. Ellie totally changed direction going to Virgin Media and then the call came to lead marketing at Formula One, where Ellie set up the first ever marketing structure and helped transform the perceptions of the sport, and yes we do talk about Drive to Survive. In a fascinating next step Ellie took over marketing at the glorious Manchester United, and what is fascinating is Ellie had no real love for football, so we talk about what attracted her to the role at the greatest football club in the world (can you sense the bias!). This episode sheds light on the power of curiosity, the significance of building relationships, and the impact of strategic marketing in the ever-evolving world of sports and entertainment.
01:12 From Farm Life to Marketing Maven
04:15 Foundational Years in Marketing
09:09 Agency Insights
13:02 The move to client side
21:56 Embracing Change at Virgin Media
28:54 A Surprising Call from Formula One
34:06 The Game-Changing Impact of 'Drive to Survive'
38:15 A New Arena
42:51 Fan Engagement and Strategy at Manchester United
50:34 Match Day Experience: Behind the Scenes
52:39 Reflecting on the Journey and Looking Ahead
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
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The Mindless Marketers is a new segment with the Sleeping Barber podcast. So today Vassilis Douros and Marc Binkley join me in a humorous exploration of some of todays hottest marketing topics with inspiration from the wonderful work of Tom Fishburne Founder and CEO of Marketoonist. We show and explain a selection of cartoons that we like and then debate topics like changes in marketing roles, the relevance of chief marketing officer (CMO) positions, and the efficiency of different marketing strategies. We discuss the challenges and misconceptions in the marketing industry, such as the reliance on data versus insight, the perception of marketing departments within organisations, and the shift towards prioritising first-party data due to cookie deprecation. The episode also touches on creative advertising, customer-centric approaches, and the importance of brand and product availability to consumers. Through a mix of personal anecdotes, industry insights, and discussing Toms cartoons, we delve into the complexities of marketing an industry we all love.
00:00 Welcome to the Pilot: Introducing Mindless Marketers
00:25 Diving Into the World of tom Fishburne and the Marketoonist,
01:36 The Evolution and Challenges of the CMO Role
07:54 AI in Marketing: Expectations vs. Reality
11:50 Data-Driven Marketing: A Double-Edged Sword
16:56 Navigating the Shift from Third-Party Cookies
21:10 Rethinking Remarketing Strategies
22:13 Scepticism and Realisations in Digital Marketing
24:20 The Impact of Cutting Marketing Budgets
31:37 Inside the Mind of a Consumer: Brand Perception
39:08 Concluding Thoughts on Marketing Strategies
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
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In February Walter T Geer posted that he was going to shut down his social media and “use it to amplify the voices of Black women that needed a mega phone” Walter commented that Historically Black women “have CONSISTENTLY been called upon to help solve the worlds problems. It wasn’t too long ago that leaders and companies called upon and hired many of these women, to save their companies by addressing their diversity issues. Now only a few years later, many of those same leaders and companies seem to have forgotten the very people who helped dig them out of a hole”
I was in touch with Walter and asked if he thought it was a good idea to profile some of the women he had featured and host a panel discussion on their experiences in marketing and communications and from their perspectives why we are where we are and what needs to change. 
I was incredibly grateful that six of the black female leaders featured by Walter came back and agreed to be part of the discussion. In Part One of that discussion I am joined by
*Effie Kanyua, Founder: We Are Warriors PR - featured in PR Week's 'New Agencies to Watch in 2024'
*Ekaette Kern, Co-Founder and CEO, Tenet Consultancy.
*LeAnne Weekes, public relations and marketing expert looking for her next role
In this episode we have a really open conversation we discuss barriers to entry for black professionals in the field, including recruitment challenges, unpaid internships, lack of progression routes, and systemic issues. The panel discuss real-life examples of overcoming barriers in the industry, strategies for enhancing diversity in marketing and communications, stories of perseverance, creativity, and success, advice for aspiring professionals, emphasising the value of networking. Despite some progress, our industry still has a long way to go in truly embracing diversity and inclusivity. Let's learn, grow, and support each other in making the marketing world a place where everyone's voice is heard and valued. 💡
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00:26 Effie's Journey: From Journalism to AI-Powered PR
01:23 LeAnne's Diverse Communications Expertise
02:54 Ekaette's Mission: Diversifying the Agency World in Atlanta
04:28 The Stark Reality of Diversity in the Industry
05:02 Breaking Down Barriers: Opportunities and Representation
09:24 The Importance of Diverse Voices in Creative Industries
12:20 Challenges and Solutions for True Diversity and Inclusion
18:34 The Role of Leadership and Strategy in DE&I Initiatives
21:36 The Impact of DE&I Rollbacks and the Need for Action
44:22 Advice for Aspiring Professionals in the Communications Industry
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Get in touch about sponsorship or content partnerships, email 

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