That's What I Call Marketing

Conor Byrne hosts another “Singles” episode with Bella and Ed from Tracksuit, using brand tracking data to unpack the biggest marketing stories of the moment—what’s genuinely driving brand growth, what’s just noise, and where brands are taking real risks. From Monzo’s bold “Get Busy Living” brand campaign in a fiercely competitive banking market, to the clever Heinz x Heineken collaboration built for summer BBQ culture, they explore how creativity and brand equity show up in the metrics. They also break down quick-fire eclipse “culture-jacking” wins from brands like Starbucks, Netflix and Mastercard, before debating the backlash and brand danger around Meta-powered Ray-Ban smart glasses. Finally, they launch “What the Actual?”—spotlighting recent brand missteps from Target and a Callaway/Good Good promo—and invite listeners to submit their own. 02:05 Monzo Brand Campaign 13:02 Heinz Heineken Collab 18:37 Solar Eclipse Marketing 22:55 Meta Ray Ban Glasses 27:28 What The Actual Fails Check out tracksuit https://www.gotracksuit.com/ That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

James Hurman, author of Future Demand and co-founder of Tracksuit, joins That’s What I Call Marketing to explain how brand building creates future demand, how performance marketing converts current demand and why marketers need both to drive sustainable growth. This episode offers a practical way to understand how advertising really works, how to build the internal case for brand investment and how marketers can move an organisation beyond a performance-only mindset without betting everything on one dramatic change. In this episode, we cover: – Why James Hurman rewrote Future Demand specifically for marketers – The relationship between brand building, future demand and performance marketing – Why advertising rarely causes an immediate sale but can help a brand win a greater share of future sales – How Instacart CMO Laura Jones “marched up the funnel” from measurable performance activity to the Olympics and the Super Bowl – How Telstra tested a 50:50 brand and performance split in Adelaide and recorded a 14% improvement against the rest of Australia – How marketers can use experiments, geographic holdouts and better measurement to demonstrate incrementality – Why CEOs, CFOs and marketers often want the same commercial outcome but describe marketing investment in very different language – What AI, agentic shopping, AEO and GEO could change — and why the fundamentals of markets, brands and human decision-making still matter James challenges the traditional idea that advertising works by persuading somebody to buy immediately. Instead, he describes a two-stage process: brand advertising creates familiarity and positive bias among people who are not yet in the market, while performance activity helps convert that existing bias when they are ready to buy. He also shares practical examples of how marketers can earn confidence gradually, measure brand investment more rigorously and communicate its commercial value to non-marketing stakeholders. That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com CHAPTERS 03:47 Exploring what a marketing book can be 05:40 Why James rewrote Future Demand 07:39 Creating future demand and converting current demand 08:29 Laura Jones and Instacart’s four-year brand journey 11:03 How Instacart “marched up the funnel” 12:00 Telstra’s geographic holdout test in Adelaide 14:16 Making marketing science easier to understand 16:11 The wrong mental model for advertising 17:44 How advertising creates and converts demand 19:06 Is advertising really a weak force? 20:07 Why the evidence has not changed every organisation 21:43 Winning support from non-marketing stakeholders 23:38 Creating a shared language with CFOs 25:18 Why James remains invested in solving this problem 26:56 How marketing cultures differ across markets 29:53 Better marketing measurement and experimentation 31:27 Using AI to learn and improve marketing capability 34:14 How AI is affecting businesses and marketing 37:21 Will agentic shopping change consumer behaviour? 39:58 Familiarity, emotion and why people choose brands 40:58 What McDonald’s “brand love” metric predicts 42:19 Tracksuit University and the language of the boardroom 44:25 Where to find Future Demand ABOUT JAMES HURMAN James Hurman is the author of Future Demand and The Case for Creativity . He is a co-founder of Tracksuit and founding partner of innovation studio Previously Unavailable. His work focuses on marketing effectiveness, creativity, brand building and helping businesses understand how marketing contributes to long-term commercial growth. Explore Future Demand : https://future-demand.com Learn more about Tracksuit: https://www.gotracksuit.com Visit Tracksuit University: https://university.gotracksuit.com That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Mark Kingsley, brand strategist, designer, author and founder of Malcontent, joins That’s What I Call Marketing to discuss his book "Brands in the Age of AI" and why marketers need to think much more deeply about artificial intelligence than prompts, productivity and tools. Mark’s central argument is that AI is not simply a tool, it is a condition, an environment that is already changing how we work, create, build brands and relate to one another. This conversation explores what that means for brand strategy, creativity, marketing careers and the relationship between companies and customers. Rather than offering another AI how-to guide that could be outdated within months, Mark draws on history, philosophy, psychology, design and technology to understand where AI fits into a much longer story of technological change. In this episode, we cover: – What the Jacquard loom, Charles Babbage, Ada Lovelace, Alan Turing and even *Frankenstein* can teach us about today’s AI debate – AI-driven job losses, automation and the continued commoditisation of creative and knowledge work – Why removing junior-level “donkey work” could create a serious skills and judgement problem for agencies, marketers and professional services – Brian Eno’s idea of “scenius” and why creativity is rarely the product of a lone genius – Agentic AI, B2A2C commerce and what happens when AI agents begin making purchasing decisions – Why brands could use AI to move beyond transactions towards deeper relationships with people – Why human discernment could become more valuable as AI becomes more capable – The danger of treating AI primarily as another system for extracting efficiency and profit – How AI might instead be used to support human flourishing One of the most important questions running through the conversation is what happens to expertise when AI starts doing the work through which people traditionally learned their craft. We also explore what AI means for brands themselves. If brands genuinely want relationships rather than simply transactions, Mark argues AI could help companies recognise people as individuals and members of communities rather than merely customers to extract value from. A useful listen for marketers interested in AI in marketing, brand strategy, creativity, marketing leadership, agentic AI, synthetic research, the future of work, customer experience and the changing role of human judgement. 02:32 Why this is not another AI how-to book 04:36 “AI is not a tool, it’s a condition” 05:43 Technology, Heidegger and what technology reveals 07:38 Is AI already changing society at scale? 08:01 Alan Turing and the history of machine intelligence 09:02 Jacquard looms, the Luddites and automation 11:04 AI layoffs and the economics of replacing people 13:36 AI infrastructure and removing barriers 19:13 Photography, creativity and resistance to new technology 20:18 Why great photographers and creatives still matter 21:24 Brian Eno’s Oblique Strategies 25:18 Agentic AI and B2A2C commerce 26:00 AI personas and purchasing agents 27:02 Tokenisation and the “semiotic gap” between humans and agents 30:48 Why Mark is disappointed by the adversarial AI debate 34:13 What *Brands in the Age of AI* ultimately asks brands to reconsider This episode is brought to you by Tracksuit the always-on brand tracking platform for clients and agencies. Find out more: https://www.gotracksuit.com More from That’s What I Call Marketing That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Meghan Gendelman, CMO, B2B at Canva, joins That’s What I Call Marketing to discuss B2B marketing, enterprise growth, building demand and how Canva is taking a hugely successful product-led business further into the enterprise. This conversation gets into what building a B2B growth engine actually requires: understanding customers, combining product-led and sales-led growth, building brand before buyers enter the market, using data properly and working out where AI genuinely adds value. In this episode, we cover: – Why Meghan believes B2B marketing is anything but boring, particularly when you are dealing with complex buying committees, long consideration periods and multiple decision-makers – Why customer insight still matters more than tools, including Meghan’s experience of using AI to scale content for GEO and discovering that faster content without anything new or useful simply didn’t work – How brand, customer entry points and buying signals help marketers influence customers long before they reach a website or speak to sales – Why Meghan believes every good marketer needs to become comfortable with data, pipeline and the commercial numbers behind the business – How Canva is thinking about AI, LLMs, design, brand governance and integrations with platforms including ChatGPT, Claude and Gemini – What Meghan learned from more than a decade at Salesforce, her time at DocuSign and the process that led her to become Canva’s first B2B CMO – How she leads global marketing teams through clear values, trust, vulnerability and knowing the difference between “smoke” and “fire” We also discuss the changing B2B buying journey, why much of the decision can happen before a buyer identifies themselves, the role of brand in demand generation and why B2B and B2C marketing are becoming less distinct than marketers sometimes assume. A useful listen for marketers interested in B2B marketing, enterprise marketing, product-led growth, demand generation, brand building, AI in marketing, customer insight, sales and marketing, marketing leadership and commercial growth. 02:12 Meghan’s career across Salesforce, DocuSign and Canva 03:03 Why everything starts with the customer 05:44 The AI and GEO content experiment that failed 07:18 Why B2B marketing is not boring 10:30 Leading global marketing teams through values and trust 11:41 Smoke, fire and knowing when leaders need to get involved 12:47 Why Meghan joined Canva 14:46 Canva’s 30–40 hour B2B marketing interview challenge 16:15 Taking Canva from product-led growth into enterprise 17:04 Product-led growth versus sales-led growth 19:47 How B2B buying decisions are changing 22:08 Why every marketer needs to understand data 23:13 Meghan’s Monday morning pipeline ritual 24:21 Learning from other marketing leaders 25:00 Remote work, offices and building global teams 27:39 Why EMEA is not one market 28:40 Keeping Canva simple as the platform expands 29:11 Canva as an AI-powered design platform 30:27 Canva, ChatGPT, Claude, Gemini and the LLM ecosystem 31:47 Building Canva’s B2B and enterprise brand About Meghan Gendelman B2B at Canva, leading its B2B marketing strategy as Canva continues to grow its enterprise business. Before Canva, Meghan held senior marketing roles at DocuSign and spent more than 12 years at Salesforce across areas including customer success, product marketing, growth marketing, field marketing, demand generation and regional marketing leadership. This episode was recorded as part of the That’s What I Call Marketing Cannes Sessions and produced in partnership with The Digital Voice. The Digital Voice: https://www.thedigitalvoice.co.uk/ That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Natasha Wallace, Chief Solutions Officer for Strategy, Planning and AI at Jellyfish, joins That’s What I Call Marketing to discuss how brands can become more visible and understandable to AI without sacrificing creativity, emotion or distinctiveness. This episode explains how marketers should approach the growing challenge of serving two audiences at once: humans, who respond to stories, feelings and ideas, and AI models, which rely on clear signals, context, trust and specificity. In this episode, we cover: – Why Jellyfish’s research found almost no correlation between how humans and AI models judge creative work – What “brand flattening” means and why marketers should resist making everything rational and functional – How to make a brand legible to large language models without weakening its creativity – Why brand trust, distinctive assets and consumer consensus still influence AI recommendations – The role of YouTube, Reddit, creators, ecommerce and digital PR in shaping model perception – Why paid, owned and earned media need to work together in an AI-led discovery environment Natasha also explains Jellyfish’s concept of the “brand echo”: the conversation, reaction and community created around a brand, even when the original activity is not directly visible to an AI model. The practical message is not that marketers need to abandon the fundamentals. It is that audience strategy, brand positioning, content, media and measurement need to work together more closely. The brands most likely to succeed will be clear enough for machines to understand and interesting enough for people to care about. A useful listen for marketers interested in AI in marketing, GEO, brand strategy, creativity, content strategy, advertising effectiveness and the future of search and discovery. That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com **Timestamps** 00:00 Why marketers must not flatten their brands for AI 00:39 Introducing Natasha Wallace of Jellyfish 02:04 Natasha’s career across digital, media and emerging technology 03:35 Why AI feels different from previous industry shifts 05:23 Working globally with Heineken and major sports properties 07:05 Why Natasha joined Jellyfish 09:00 Bringing media, content, creative and AI strategy together 12:32 What humans and AI models see in award-winning advertising 15:31 The danger of brand flattening 16:36 How the “brand echo” influences AI models 17:35 Why brand trust and distinctive assets still matter 20:21 Why YouTube is frequently cited by large language models 22:28 How marketers should prioritise their AI and GEO activity 24:46 Leading and lagging indicators for AI visibility 26:01 The platforms and voices that shape model perception 27:27 Borrowed credibility, belonging and long-term brand associations 30:05 Testing creative work without making it formulaic 32:25 Why AI should strengthen human thinking, not replace it That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com This Cannes Sessions episode is produced in partnership with The Digital Voice. That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Sarah Booth, Chief Brand and Creative Officer at Ancient + Brave, and Leanne Tomasevic, Partnerships and Strategy Director at Electric Twin, examine fear-based wellness advertising, synthetic audience research and the human consequences of marketing built around insecurity. Using the Electric Twin platform live during the conversation, we test real wellness advertisements with synthetic audiences and explore how people respond to messages about ageing, attractiveness, sleep, cellulite and female confidence. The results raise an important question for marketers: are we measuring the commercial value of a sale while ignoring what the advertising costs the person on the other side? In this episode, we cover: – How wellness brands use fear of ageing, shame and insecurity to attract attention – What women and men really think about fear-based wellness advertising – How synthetic audiences allow marketers to test advertising reactions in seconds – Why scientific language can make weak or misleading claims feel more credible – How performance algorithms can reward increasingly negative advertising – The tension between short-term conversion and long-term brand integrity – Why marketers should consider the cultural and emotional impact of their work Advertising that sells through fear can leave vulnerable consumers feeling worse, even when it produces a conversion. Leanne demonstrates how Electric Twin creates digital replicas of real audiences, allowing marketers to run surveys, discussions and message testing with a reported average accuracy of 92%. As brands produce hundreds or even thousands of digital assets, marketers can become focused on feeding the algorithm rather than considering how each message affects the person seeing it. A critical listen for marketers interested in brand strategy, wellness marketing, synthetic research, AI in marketing, advertising ethics, consumer insight, marketing effectiveness, performance marketing and responsible brand building. Timestamps 00:43 Modern wellness advertising and real consumer reactions 03:17 How Electric Twin’s synthetic audience platform works 04:58 Sarah Booth on Ancient + Brave and female confidence 06:25 Leanne Vic explains synthetic audiences 08:17 Why wellness advertising increasingly sells through fear 09:45 Testing a “fear of getting old” advertisement 13:14 How fear-based advertising makes women feel 14:49 Testing the “science of beauty sleep” 18:19 Would consumers actually click on the advertisement? 19:31 The regulatory challenge of digital wellness advertising 21:17 How algorithms create an advertising arms race 22:36 What marketers need to understand about cultural influence 24:00 Why designers think differently about human impact 25:00 Which brands represent female bravery? 27:12 What would make women feel braver? 29:00 Testing cellulite advertising with men 32:00 Can better evidence rescue a damaging advertisement? 34:22 What men think about the way women are marketed to 35:00 Testing a long-form menopause supplement advertisement 36:10 “Dangling hope in front of someone in pain” 36:37 Can platforms make their algorithms more positive? 37:00 Competing without using fear or shame 39:17 The responsibility marketers have for their work This episode is in partnership with Electric Twin. Electric Twin is a synthetic audience platform that helps brands, marketers, product teams and insight professionals understand audiences, test ideas and explore consumer reactions in seconds. Find out more at: https://www.electrictwin.com That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In this episode of The Singles on That’s What I Call Marketing, Conor Byrne is joined by Bella and Ed from Tracksuit to unpack the biggest marketing stories right now using brand tracking data. They dive into the AI brand wars between ChatGPT/OpenAI and Claude/Anthropic, including how Super Bowl advertising impacted awareness and consideration, and discuss how people use each tool for work vs personal life. The team shares Tracksuit’s acquisition of Hall, a Sydney startup that measures how brands show up in AI answers, helping marketers understand AI discoverability and sentiment. They also revisit American Eagle’s Sydney Sweeney campaign one year on (awareness gains vs declines in consideration and investigation), break down Norwegian Air’s playful British Airways newsjacking around Norway’s World Cup momentum, and explore Carlsberg’s revival of the “If Carlsberg Did…” platform and what it could mean for brand funnel performance. 01:05 Today’s Marketing Hot Topics 02:11 AI Brand Wars Data 05:27 Who Uses Claude vs ChatGPT 07:52 AI Use Cases and Model Fatigue 12:54 Tracking AI Visibility 17:31 American Eagle One Year Later 21:44 BA vs Norwegian Newsjacking 26:44 Carlsberg Revives Classic Platform Check out tracksuit That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

What should marketers take from Cannes Lions once the presentations are over and the real work of planning for Q4 begins? In this special crossover episode of That’s What I Call Marketing and The Sleeping Barber Podcast, System1’s Andrew Tindall and Vanessa Chin join Conor Byrne, Marc Binkley and V to explore what the latest marketing thinking means in practice for brands, agencies and creative teams. The conversation begins with Mark Ritson and Byron Sharp’s Cannes debate, looking at where they agree, where important differences remain and why marketers need to go beyond familiar headlines on penetration, distinctiveness, consistency and brand purpose. Andrew and Vanessa discuss whether distinctiveness alone can drive growth, why differentiation still matters and how the search for “new news” can lead brands to abandon creative assets before they have built recognition. The episode also examines how AI is changing advertising. Rather than removing people from the process, AI is becoming part of production, helping brands adapt and localise ideas more efficiently. The group considers Coca-Cola’s AI Christmas advertising, PepsiCo adapting Lay’s creative for Walkers in the UK, and why human judgement still matters. There are practical lessons on creator marketing, brand characters, fluent devices and staying consistent. Andrew explains why creators should be treated as creative partners who understand their platforms, not as interchangeable media assets. The discussion then turns to audio and radio advertising. System1 research suggests campaigns using audio can produce stronger business effects, support profit and penetration, and reduce price sensitivity. The group explores sonic branding, jingles and why radio should not be treated only as a short-term performance channel. Attention matters, but it is not the end goal. Andrew explains why marketers need to move from impressions, to attention, and ultimately to the brand memories advertising creates. The episode closes with a practical Q4 playbook for Black Friday, Cyber Monday and Christmas. “Salesmanship” may deliver immediate conversion, but emotional “showmanship” builds memories, demand and pricing power. The lesson: focus on the feels, not only the deals. CHAPTERS 03:24 Ritson and Sharp at Cannes 04:45 Distinctiveness versus differentiation 06:00 Is brand purpose outdated? 08:00 Why marketers struggle with consistency 11:05 Turning theory into growth 13:09 AI, creativity and human judgement 16:10 How PepsiCo uses AI in advertising 19:05 Why AI was quieter at Cannes 19:55 AI avatars and brand characters 22:01 Why marketers need to stay the course 22:54 When did a campaign become a media flight? 24:45 Turning Cannes insights into a Q4 plan 25:22 The “Double Double” audio research 28:04 Why audio matters 30:13 What makes an effective radio ad? 32:29 Why radio is more than a performance channel 34:00 Storytelling and creating an audio world 36:50 Should creators work across every channel? 38:00 What System1’s creator research found 40:54 Is Q4 the right time for a fluent device? 42:06 Moving from attention to brand memory 46:36 Can brands be built through Meta and TikTok? 48:49 Why brands need to appear early 50:02 The Q4 marketing playbook 50:43 Make people feel something 51:52 Black Friday: deals versus feels 52:23 Salesmanship, showmanship and short-term optimisation 54:48 What marketers can learn from Amazon 56:26 Feels, not deals 57:01 Why brands should re-air effective Christmas ads 58:00 Consumers do not get bored of good advertising This episode was created in partnership with System1. Find out more at system1group.com. Subscribe to That’s What I Call Marketing for more conversations on brand growth, marketing effectiveness and creative strategy. That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Matt Butts, Head of Marketing Science at Samsung Ads Europe, joins That’s What I Call Marketing to discuss marketing science, incrementality, connected TV measurement and why rigorous testing matters more than a positive result. This episode explains how marketers can move beyond convenient metrics, design better experiments and connect advertising activity to meaningful business outcomes. Matt also explores how changing television behaviours are reshaping media planning, audience measurement and the role of connected TV. In this episode, we cover: – Why marketers often measure metrics without questioning whether they matter – The difference between basic A/B testing and genuine incrementality testing – Why the quality of the test matters more than whether the result is positive – How marketing scientists translate complex analysis into commercial decisions – How Samsung Ads measures viewing across linear television, streaming and gaming – Why reported reach can hide significant audience duplication – How incremental reach can reduce media waste and identify missed audiences – The role of connected TV data in advertising planning and measurement – Why marketers need to communicate measurement differently to CMOs, CFOs and media teams – How rigorous measurement helped one advertiser move from zero investment to a seven-figure commitment Matt argues that marketing science should not simply validate decisions that have already been made. Its role is to challenge assumptions, identify what would have happened without the advertising and give marketers evidence they can confidently use to make better investment decisions. A useful listen for marketers interested in marketing science, advertising effectiveness, connected TV, incrementality, media measurement, experimentation and commercial impact. Timestamps 01:16 How Matt found his way into marketing science 02:19 How advertising measurement has changed 03:27 Are marketers measuring things without knowing why? 04:27 Why measurement assumptions must be tested continually 05:02 Do marketers know how to test properly? 06:00 The limitations of basic A/B testing 06:17 Why incrementality is the missing part of marketing testing 07:18 The importance of statisticians, data scientists and translation 08:13 Matt’s journey to Samsung Ads 08:18 What Samsung Ads does 09:00 How television viewing behaviour has changed 10:18 Balancing audience precision, relevance and scale 11:02 Relevance without intrusive personalisation 12:19 Samsung Ads’ Total View measurement capability 12:36 Audience duplication, incremental reach and missed audiences 13:40 Why platform reach figures can be misleading 14:06 What a Head of Marketing Science actually does 14:40 Building advertiser-specific measurement playbooks 15:16 Using measurement to improve future advertising investment 15:23 How to explain incrementality to senior business leaders 15:41 Why marketers need to understand marketing science 17:00 How measurement feeds into marketing mix models 17:33 A real example of fixing incomplete advertising data 19:00 How a geo test led to a seven-figure investment 19:43 Why negative test results should not frighten marketers 20:40 Combining scientific rigour with commercial thinking 21:51 What comes next for connected TV measurement 22:00 Connecting television and mobile data 23:30 Why marketing measurement must keep pace with human behaviour That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com Thanks to the Digital Voice for their partnership https://www.thedigitalvoice.co.uk/ That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Amir Rasekh, Managing Director of Nectar360, joins That’s What I Call Marketing to discuss customer insight, retail media, AI-powered measurement and how agentic commerce could change the way people shop. This episode explains how retail media has evolved from loyalty data, targeted coupons and direct mail into a sophisticated, measurable channel spanning in-store, onsite and offsite media. In this episode, we cover: – Why customer insight remains the foundation of effective retail media – How Nectar360 connects loyalty, insight and retail media in one customer-focused system – Why brands hold retail media to a higher measurement standard than traditional channels – How Nectar360 measures incrementality and multi-touch attribution across omnichannel campaigns – How its AI-powered Pollen platform makes campaign planning, creative production and measurement faster – What agentic commerce could mean for retailers, marketers and customer decision-making – Why AI should support better human relationships rather than remove the people involved Amir also shares early results from Pollen, including 2.5 times more incremental sales from omnichannel campaigns and evidence that retail media can influence the middle and upper parts of the marketing funnel, rather than acting only as a conversion channel. The conversation also explores an important tension for marketers: technology can make retail media simpler, faster and more measurable, but clients still expect strong relationships, expertise and human judgement. A useful listen for marketers interested in customer insight, retail media, marketing measurement, AI in marketing, incrementality, omnichannel strategy and the future of commerce. Timestamps 00:00 Introduction 01:27 Amir Rasekh’s career in retail and Sainsbury’s 04:34 Building an insight-led culture 05:00 What Nectar360 does today 06:06 Why retail media suddenly became so prominent 07:18 The fundamentals of retail media 08:52 Why measurement expectations are increasing 10:28 Introducing Nectar360’s Pollen platform 12:15 Are marketers rigorous enough when testing campaigns? 13:33 How AI accelerated retail media technology 14:21 AI audience building, creative scoring and production 14:38 Cutting creative production from weeks to 90 seconds 14:59 Early results from omnichannel retail media 16:10 Retail media as a brand-building channel 17:05 How customer shopping behaviour is changing 18:00 What agentic commerce means for retail 20:03 Will consumers shop through ChatGPT and AI agents? 22:16 Why physical stores still matter 24:00 How Nectar360’s teams are using AI 25:16 Building AI literacy across an organisation 25:47 Why clients do not want technology to replace people 26:04 Closing thoughts That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com This Cannes Sessions episode is produced in partnership with The Digital Voice. Find out more at: https://www.thedigitalvoice.co.uk That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

What does attention actually tell us about whether advertising is working? Pete Wallace, Managing Director EMEA at GumGum, explains why clicks remain a poor measure of advertising effectiveness and how attention can help marketers connect media exposure with real brand outcomes. Pete shares how GumGum combines contextual signals, attention data, time, device and creative performance to predict the mindset of an audience. He brings this to life through GumGum’s work with the BBC and Havas on *Celebrity Traitors*, where targeting and creative changed as tension and excitement around the programme developed. We also discuss why there is no universal number of seconds that guarantees attention, how creative testing can reveal when branding should appear, and why advertising needs to respect the environment in which it appears. The conversation then moves into privacy, the value exchange between advertising and free content, the problem with ad tech companies using the same language, and why marketers need to ask more difficult questions about the technology behind their media plans. Pete also reflects on moving from agency life into ad tech and leading teams across Europe, Japan and Australia, where different cultures require different approaches to pitching, testing and decision-making. ## In this episode, you will learn: * Why attention can be more useful than clicks as a measure of advertising effectiveness * How contextual advertising can predict consumer mindset without relying on personal identity * How GumGum adapted targeting and creative during the BBC’s *Celebrity Traitors* * Why every brand may require a different attention benchmark * How creative attention data can improve branding and message placement * Why advertising works best when it respects the surrounding content * How marketers can test ad technology rather than accepting similar-sounding sales pitches * What Pete has learned from leading teams across different international markets ## Timestamps 01:38 Pete’s journey from media agencies into ad tech 03:23 The difference between agency life and working in sales 05:33 What GumGum does and how the business has developed 06:00 Using data signals to predict consumer mindset 06:55 How GumGum worked on the BBC’s *Celebrity Traitors* 08:46 Why attention has always influenced media planning 09:25 Connecting attention to business and brand outcomes 10:21 How GumGum measures attention 11:15 Why there is no universal attention benchmark 11:23 Using attention data to improve creative execution 12:45 Matching advertising to the environment around it 13:34 Why brands are asking more questions about ad technology 14:33 Where GumGum fits within the modern media plan 14:40 Why marketers need greater digital and technical knowledge 15:12 Are marketers rigorous enough when testing media? 16:00 The problem with every ad tech company sounding the same 17:00 Why campaign learning needs to feed into future activity 17:42 Leading teams across Europe, Japan and Australia 18:23 How culture changes client expectations and ways of working 20:01 Balancing global consistency with local flexibility 21:23 What international markets can learn from one another *The Cannes Sessions are brought to you in partnership with The Digital Voice.* That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

James MacDonald, Founder of Limelight, joins That’s What I Call Marketing to discuss programmatic advertising, building a global ad tech business, AI and why simplicity still matters for marketers today. This episode explores the journey from Fleet Street advertising sales to modern programmatic technology, through a practical conversation about risk, reinvention, customer focus, remote culture and building technology that solves real problems. In this episode, we cover: – What Fleet Street taught James about sales, resilience and asking for the business – Why helping people buy is more powerful than pushing people to buy – How James identified the gap that led to Limelight – Why programmatic advertising still needs simplicity, support and better execution – How Limelight thinks about AI, interoperability and the importance of human judgement – What it takes to build and maintain a strong remote culture across a global team A useful listen for marketers interested in ad tech, programmatic advertising, AI in marketing, founder stories, sales, customer success, remote teams and building through change. That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com This Cannes Sessions episode is brought to you in partnership with The Digital Voice. Find out more at: https://www.thedigitalvoice.co.uk 01:38 Starting out on Fleet Street 03:19 What early sales teaches you 04:35 From eggs to advertising 06:27 Helping people buy, not pushing a sale 07:04 Mentors, mistakes and learning through failure 07:11 Starting again and founding Limelight 09:31 Finding the right business partner 10:59 Identifying the gap in programmatic 12:00 Building the Limelight platform 14:00 Taking risks as a founder 15:59 Building culture as the company grows 16:42 Running a fully remote global business 18:17 What Limelight does 20:49 How people discover Limelight 22:16 Listening to customers and building the product 23:33 AI, human judgement and interoperability 26:05 Why simplicity matters in technology That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Julia Linehan, Founder and CEO of The Digital Voice, joins That’s What I Call Marketing to discuss Cannes Lions, the changing role of PR, AI search, trusted sources and why amplification matters for marketers today. This episode explores how brands, agencies and marketing leaders need to think about discoverability in a world where search, AI, content and credibility are all changing at pace. In this episode, we cover: – Why The Digital Voice describes itself as an amplification partner, not a traditional PR agency – How AI search and LLMs are changing the value of trusted, published content – Why consistency, repetition and clear messaging matter more than ever – What it takes to plan properly for Cannes Lions and create real value from the week – How Julia has built a fully remote team with strong culture, energy and trust – Why Cannes needs to stay accessible for students, publishers, creators and smaller businesses A useful listen for marketers interested in PR, brand visibility, AI in marketing, thought leadership, Cannes Lions, agency leadership and the future of discoverability. That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com Visit the Digital voice at https://www.thedigitalvoice.co.uk/ That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In the latest episode of The Singles , Conor is joined by Ed Parkin and Bella Harrison from Tracksuit to dig into four marketing stories where the headlines only tell part of the story. The episode starts with the FIFA World Cup and what it could mean for soccer in the US. Major League Soccer still has a long way to go versus the NFL, NBA and MLB on awareness, but Tracksuit data shows consideration is already moving in the right direction. The conversation gets into younger audiences, affluent consumer skews, regional growth and why feeling “for people like me” matters so much in sports marketing. Then it’s onto World Cup sponsorship. Coca-Cola, Adidas and McDonald’s show what decades of investment can do when brand associations compound over time, while Mengniu shows how sponsorship can still create warmth for a lesser-known brand. The team also discuss Spotify’s temporary 20th anniversary logo, the backlash it received, and whether marketers sometimes overreact when a strong brand plays with its distinctive assets. With 88% awareness and very strong consideration, Spotify has more room to experiment than most. BrewDog is next. Once valued at £2bn and now sold for £33m, it is a reminder that awareness can remain even when consideration, usage and preference are falling. The discussion also looks at James Watt’s new brand, Second Best, and whether founder-led challenger energy can travel from one brand to another. Finally, the episode turns to the Irish National Lottery ad controversy, after its new work closely followed a New Zealand Lottery ad scene for scene. The question is not whether the insight worked. It did. The question is what happens when inspiration becomes imitation. Tracksuit University is also featured in the episode, including how it helps marketers make the case for brand in a more finance-friendly way. Get 20% off Tracksuit University with the discount code: That’s What I Call Marketing Visit: university.gotracksuit.com In this episode: 00:00 Introduction 01:24 Tracksuit University and making brand finance-friendly 02:48 The FIFA World Cup and soccer in the US 03:47 MLS awareness, consideration and growth potential 05:25 Younger audiences, affluent consumers and regional skews 06:49 Why relevance matters in sports marketing 09:02 World Cup sponsorship and long-term brand investment 13:00 Spotify’s 20th anniversary logo backlash 16:31 Why Spotify has earned the right to play with its assets 18:21 BrewDog’s sale and brand decline 20:01 Trust, relevance and the erosion of BrewDog’s core audience 21:01 Second Best and the future of founder-led brands 23:33 The Irish National Lottery ad controversy 26:45 Distinctiveness, copying and creative shortcuts 29:07 Tracksuit University discount details That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Jon Evans (Uncensored CMO) on Going Solo: Sponsorship, Podcasting as Networking & Cashflow Reality Conor Byrne chats with Jon Evans (Uncensored CMO) about leaving the CMO track to run his podcast full time, using sponsorship to fund the work and turning “being good at talking” into a career. Jon explains why podcasting is a powerful networking tool—CMOs often decline coffee but say yes to being a guest—and how it accelerates learning by speaking to experts weekly. He also shares the less glamorous surprises of working for yourself: contracts, running a business properly, cashflow, and the difficulty of getting paid on time while supporting a team. Jon stresses that success is a long grind—“seven years to have an overnight success”—and that consistency and compounding effort are what make creator-led media businesses work in marketing. That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In this episode of the Cannes Sessions, Conor Byrne takes us through another packed day on the Croisette, starting with the CMOs in the Spotlight session featuring Jill Kramer of Mastercard, Michelle Klein of Westpac, Manuel “Manolo” Arroyo of The Coca-Cola Company, and Suhayl Limbada CMO of KFC India. There were big themes running through the day: how legacy brands stay useful, why marketers need to understand the P&L, what happens when creativity meets commercial pressure, and why the best brands do not throw away their distinctive assets just because the world has changed. There is also a brilliant conversation with Maddy Cooper, Founder and CEO of Flourish, on how AI can help marketers in regulated sectors get work to market faster without creating a compliance nightmare. That matters because the future of marketing is not just more content, more formats and more channels. It is whether brands can still make sharp, responsible, commercially useful work at the speed the market now demands. The Digital Voice team were also out on the Croisette speaking to marketers including Langton McCombe from Particular Audience, Rory McDonald from Market Media at The Warehouse Group, and Alex Springer from OpenAttribution.org about retail media, incrementality, AI, ROAS, creativity, and what Cannes is really for and James Taylor CEO of Particular Audience. And, of course, there was a big moment for Ireland, with Heineken’s The Pub That Refused To Die winning a Grand Prix, plus a look ahead to the Cannes Young Lions results where Darragh Spain and Fardosa Flanagan from 123.ie represented Ireland in the Young Marketers category along with lots of amazing talent representing Ireland. 01:18 – CMOs in the Spotlight: Mastercard, KFC India, Westpac and Coca-Cola 02:01 – Why Mastercard is re-examining the Priceless platform 03:14 – KFC, Gen Z, universal truths and the role of the Colonel 04:19 – Westpac, jingles, legacy brands and speaking the language of the CFO 05:14 – Coca-Cola, creativity, behaviour and why great teams matter more than big budgets 11:28 – Spending time with Jonnie Cahill and the value of generous senior marketers 15:03 – Maddy Cooper on Flourish, AI, compliance and regulated marketing 18:29 – Inside the Cannes Lions work exhibition 21:00 – Ireland’s Grand Prix moment for Heineken 23:58 – Langton McCombe on retail media, commerce media and incrementality 26:32 – Rory McDonald on creativity, ROAS and business outcomes 29:54 – Alex Springer on attribution, AI, influence and the future of content 34:26 – Final reflections from Cannes Sessions 2026 Thanks to The Digital Voice for partnering on the Cannes Sessions. Find out more: The Digital Voice: thedigitalvoice.co.uk Flourish: flourishingworld.com That’s What I Call Marketing: follow the podcast for more conversations with the people shaping modern marketing. That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Cannes Lions Day 3: Moloco CMO Paul Darcy on AI Disruption, Brand vs Performance + Festival Voices & Award Highlights On day three of the Cannes Lions Festival of Creativity, host Conor Byrne records The Cannes Sessions in partnership with The Digital Voice and interviews Paul Darcy, CMO of Moloco, fresh off an Adweek panel on how AI and LLM-driven consumer behavior are disrupting digital brands and acquisition channels. Darcy discusses the growing importance of brand as a signal to LLMs, the rising opportunity cost and measurement challenges of brand media versus increasingly optimized performance marketing (including CTV and in-app video), and Moloco’s focus on expanding modern performance surfaces. He also summarizes Moloco and BCG’s report on AI disruption by industry, highlighting discovery and customer-relationship durability, and notes AI overviews reducing clicks. The episode also features Cannes attendee perspectives (Amir Rasekh of Nectar 360, Beatrice Bordel Grant, Pauline Yoo from Samsung Ads, and Max from Adnormally) and Conor’s press-room roundup of select Cannes Lions winners. 00:00 Welcome to Cannes 01:15 Meet Paul Darcy 01:39 AI Disrupts Brands 02:43 Brand vs Performance 04:29 Performance as Brand 05:19 Fixing Ad Inefficiency 06:44 Moloco Growth Mission 07:19 BCG Disruption Report 10:33 Digital Voice Street Chats 10:56 Nectar 360 Goals 11:50 Amazon Port Surprise 14:24 Samsung Ads Highlights 16:12 Networking at Cannes 17:34 Press Room Winners 20:07 Wrap and Tomorrow That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Cannes Lions 2026 Day 2: Google’s Paul Limbey on AI Transformation, LinkedIn Creators & Heineken’s Bronze Lion On day two at Cannes Lions 2026 (Tuesday, 23 June), host Conor Byrne recaps a busy schedule at Brand Tech Beach, including an interview with Natasha Wallace to be released later in the summer with The Digital Voice. He doorstops Google’s Paul Limbey, who warns against the “double shift” of giving top performers both day jobs and transformation work, highlights the rise of forward-deployed roles backed by major programs from Google Cloud, Anthropic and OpenAI, and explains his upcoming leadership fable The Frog in a Sock (out early July) about organizational constraints like workflows, approvals and pilot obsession; he also argues for product-minded scaling, better performance metrics for transformation, and repeated communication. At the System1 party, Conor discusses talks from Andrew Tindall, Mark Ritson and Jon Evans, chats with creator Henry about high-effort LinkedIn video, and interviews Jon Evans on going full-time with Uncensored CMO. Fiona shares Heineken Ireland’s Bronze Lion wins for The Pub That Refused To Die, while Digital Voice street interviews cover AI, retail media, and creators seeking long-term brand partnerships. 00:00 Day Two Kickoff 01:02 Paul Limbey from google 01:28 Ending The Double Shift 05:00 Frog In A Sock 05:50 Scaling Beyond Pilots 06:45 Performance And People 08:07 Repeat To Lead Change 09:31 System1 Party Recap 10:35 Henry Hayes On LinkedIn Comedy 14:45 Jon Evans Goes Solo 20:54 Heinekens Bronze Lion with Fiona Curtin 23:19 Croisette Street Interviews That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early Winners On day one of Cannes Lions 2026, host Conor Byrne covers the Young Lions competition as teams prepare for a 24-hour brief, and shares highlights from meetings and sessions across the festival. He recaps a coffee catch-up with Karen Nelson-Field and plans to feature her on the podcast, then reports recurring Cannes themes around AI, including agentic AI in ad tech and the importance of transparency and human-in-the-loop control discussed by Limelight leaders. From Adweek House, he notes talks on moving at “the speed of now,” AI enabling human connection (including Grindr and TD Bank), and sponsorship as a marketing lever. He also shares early Lions winners across Creative B2B and health categories, and summarizes research from WARC, Jellyfish, and Inseed on how creativity performs differently for humans versus LLMs. 00:39 Young Lions Kickoff 01:24 Coffee With Karen Nelson-Field 02:19 Limelight on AI Transparency 04:48 Adweek House Highlights 06:31 Early Lions Winners Roundup 07:59 Creativity in an LLM World 12:21 Oshri on Limelight US Growth 14:46 Ritson vs Sharp Debrief with Marc & V from the Sleeping Barber Podcast That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

“I will defend brand to the death.” Ty Heath, Global Director of Thought Leadership at LinkedIn and Jury President for the B2B Creative category at Cannes Lions 2026, joins Conor Byrne on That’s What I Call Marketing for a conversation about B2B marketing, brand building, AI search, thought leadership, creativity and the future of buying decisions. Ty has helped shape some of the most influential thinking in modern B2B marketing through The B2B Institute at LinkedIn, including work on the 95/5 rule, brand and demand, buying committees, B2B creativity and the emotional nature of business decision-making. In this episode, Ty shares her journey from high-performance athletics to Google, Nestlé, IBM and LinkedIn, and explains why the lessons of elite sport still shape how she thinks about leadership, resilience and long-term practice. The conversation then moves into some of the biggest questions facing marketers today. What changes when buyers use AI tools and LLMs to build their shortlists? How should brands think about visibility, authority and credibility in an AI-assisted search world? Does gated content still make sense? Why does brand still matter when algorithms and AI tools are influencing discovery? And what will Ty be looking for as Jury President of the B2B Creative Lions at Cannes Lions 2026? This episode is part of the Cannes Sessions, sponsored by The Digital Voice, the amplification agency working with leading ad tech and martech companies globally. The Digital Voice helps brands show up across the full mix, from global press and thought leadership to content, social, events and creative, including major moments like Cannes Lions. What you will learn: Why Ty Heath says she will “defend brand to the death” How B2B marketing moved beyond rational messaging into emotional decision-making Why The B2B Institute focused on what does not change, not just what is changing How the 95/5 rule helped reframe long-term B2B growth Why buying committees need to feel safe before they say yes What AI search and LLMs mean for B2B discoverability Why authority, credibility and reputation now matter more How brands can be visible to buyers and surfaced by AI tools Why gated content can create a trade-off between lead capture and reach How employee and executive voices can build trust at scale What Ty will be looking for in B2B creative work at Cannes Lions 2026 Why B2B creativity is finally getting the attention it deserves Timestamps: 03:03 – From elite athletics to marketing leadership 10:51 – Google, Nestlé, IBM and finding a path into marketing 15:20 – Why words, language and communication carry responsibility 17:52 – The emotional reality of B2B decision-making 18:57 – Building The B2B Institute and changing B2B marketing 21:55 – Brand and demand, the 95/5 rule and long-term growth 23:18 – AI, LLMs and the changing future of discoverability 27:42 – Buying committees, buyability and making decisions feel safer 30:36 – The gated content debate 35:14 – Why brand still matters in an AI-assisted world 38:58 – Employee voices, executive presence and B2B credibility 43:23 – Cannes Lions 2026 and the rise of B2B creativity Listen to more episodes of That’s What I Call Marketing for conversations with leading marketers, CMOs, founders, strategists and creative thinkers on brand, effectiveness, creativity, marketing leadership and the future of the industry. #B2BMarketing #BrandBuilding #TyHeath #LinkedIn #TheB2BInstitute #CannesLions #B2BCreativity #MarketingEffectiveness #ThoughtLeadership #AIsearch #LLMSEO #GEO #BrandAndDemand #MarketingLeadership #ThatsWhatICallMarketing That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession. Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/ If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.