That's What I Call Marketing

Most advertising doesn’t fail because it’s wrong. It fails because it’s dull and dull is expensive. In this episode of That’s What I Call Marketing, Conor Byrne sits down with Adam Morgan and Karen Nelson-Field to unpack the real cost of dull creative and dull media using hard evidence from IPA effectiveness data, System1 testing, and large-scale attention measurement. The conversation moves beyon...

François Bazini, CMO of Suntory Beverage & Food Europe  is one of the most thoughtful brand CMOs in global FMCG François shares a rare, inside view of what it really means to be a brand steward in organisations like Danone, BCG, PepsiCo and Suntory. From resisting short-term zig-zagging, to building brands that can withstand private label pressure, this conversation goes deep on the reali...

What happens when a radio comedian, a senior drinks marketer, and a 2,000-year-old Roman hydration recipe collide? In this episode of That’s What I Call Marketing, Conor Byrne sits down with Merrick Watts and Ed Stening, co-founders of Posca Hydrate — a sugar-free, hypertonic hydration drink inspired by ancient Roman Posca. Posca isn’t a nostalgia play. It’s a sugar-free, hypertonic drink inspired...

Kit Kats Global Head of Marketing Shares what it really takes to build and protect an iconic global brand? In this season opener for Season 5 of That’s What I Call Marketing , Conor Byrne is joined by Wael Jabi , KitKats Global Head of Marketing at Nestlé, for a deep conversation about brand judgement, consistency, partnerships, and the decisions that quietly shape long-term growth. Wael’s career...

Don't Look Back In Anger - the episode where we look back at the biggest stories we covered on The Singles and see how those brands have gotten on this year. So What happens after the marketing headlines fade? Let's we revisit some of the biggest brand stories of 2025 — and test them against what actually changed over time. Using always-on brand health data from Tracksuit , Conor Byrne is joined b...

Which Christmas ads did Irish viewers love in 2025? In this special Christmas edition of That’s What I Call Marketing, Conor Byrne is joined by Ciara Reilly from Red C Research, Linda Bradley (Head of Planning, Diageo Ireland), and Marc Smith (Global Director of Insights & Analytics, Mark Anthony Brands) to reveal the Top 20 Christmas Ads in Ireland, as ranked by real consumers on the Red Star...

The episode begins with the new Netflix × Spotify partnership , where Spotify's video podcasts will sit on Netflix from 2026. Conor, Dan and Jasper discuss what this means for streaming, how it challenges YouTube’s dominance in video podcasts, and why Netflix’s broad familiarity. Next, the conversation moves to banking in the UK , where legacy brands like Barclays face pressure from digital challe...

First Aired 23rd Dec 2023, this is the never before told story behind the making of the iconic Guinness Christmas Ad. Tom Kinsella, Damian Devaney, Mark Nutley and Pat Hamill who were part of the team client and agency side that made this ad join That's What I Call Marketing to talk about creating what has become one of the greatest Christmas Ads of all time. We discuss the development process, ch...

CMO's Katherine Melchior Ray & Nataly Kelly dive deep into the nuances of global marketing . Both are experienced global CMOs and authors of the book 'Brand Global, Adapt Local.' They share their insights on the complexities and rewards of building a brand that balances global consistency with local relevance. From discussing their extensive backgrounds in various industries to examining succe...

When Imen Zitouni started out, there was no Google. She literally taught Canadian businesses how to use a mouse. Fast forward twenty-five years, and she’s the Chief Marketing Officer at Intact Insurance, leading one of the most ambitious rebrands in the industry from RSA Insurance to Intact and shaping how marketing, data and innovation work together in a company of 30,000 people. In this conversa...

In this episode, we dive deep into the latest marketing trends and campaigns we start by discussing OpenAI's new brand campaign, evaluating its impact and effectiveness. The conversation transitions to the growing competition in the AI space between ChatGPT and Claude, highlighting user adoption and brand health metrics. The trio also explores the recent controversies faced by Tylenol and how bran...

What happens when one of the world’s most opinionated marketing professors looks beyond 2025 and starts thinking about the 2030s? In this unfiltered conversation, Mark Ritson joins Conor Byrne on That’s What I Call Marketing for a fast-moving, hilarious, and deeply practical chat about what marketers are getting wrong and what still works. From pricing and profitability to AI and the Mini MBA, Rit...

What happens when one of the world’s most innovative nonprofits starts thinking like a modern brand? In this episode of That’s What I Call Marketing, Conor Byrne sits down with Brady Josephson, VP of Growth and Brand at Charity: Water, to talk about building a brand that competes for hearts, minds and wallets in the same arena as Nike or Netflix, but without their budgets. They discuss how nonprof...

PR isn't dead—it's evolved. And most brands are still playing by the old rulebook. In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy). This isn't theory. You'll hear the real story of how an agency c...

PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself. In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue lin...

Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With ex...

An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and succes...

Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. K...

B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just...

The fastest way to grow 17 brands might be to advertise one. Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.” What this episode covers: Masterbrand vs sub-brands: Why the te...

In this episode of 'The Singles,' we explore a range of exciting topics, from analyzing American Eagle's controversial Sydney Sweeney ad to uncovering the growth behind the British Grand Prix. We also delve into Lavazza's heartwarming coffee campaigns and discuss the unpredictable virality of internet sensations, including the 'Ibiza Final Boss.' Get ready for data-backed insights, hilarious momen...

The RealReal has become the world’s largest authenticated luxury resale platform — with 38 million members, over 40 million items sold, and a brand people can’t stop talking about. But how did they get here? And why are they winning the luxury resale game while so many others fade out? In this episode of That’s What I Call Marketing, Caroline shares the creative strategies, brand values, and bold...

In this captivating experiment, we bring together ChatGPT and Claude to channel the thoughts and strategies of renowned marketing experts Mark Ritson, Byron Sharp, Scott Galloway, and James Hurman. This episode dives deep into hotly debated marketing principles such as segmentation, targeting, and positioning, the myth or necessity of differentiation, and the optimal balance between brand building...

What does it really take to bring brand into the boardroom—and keep it there? In this episode of That’s What I Call Marketing , I sit down with Matt Herbert , co-founder of Tracksuit , for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making...

Welcome back Dan and Jasper from Tracksuit to dive into some of the most impactful stories and trends in the marketing industry. Our discussion kicks off with a recap of the Cannes Lions International Festival of Creativity. We highlight some standout campaigns, starting with Dove’s 'Real Beauty' campaign developed by Ogilvy New York with Pinterest. This campaign won the Grand Prix in Media for it...