Shiny New Object - a Marketing Podcast

Data gives us answers, but not the whole truth. Des Bateman, SVP Growth at Havas Media Network, draws an interesting parallel between using AI and the process that went into the book "Breath" by James Nestor. In this latest episode of the #ShinyNewObjectPodcast, we look at what the outcome looks like when you research and back up your hunches... instead of just saying "just breathe through your no...

Marketers need strong logic, clear reasoning, and an identity of their own before turning to AI to enhance or speed up their work. That's why Corina Bordeianu, Social Media Insights Principal at Booking.com, urges them to Read. Listen. Filter. For Corina, education is paramount to her career progression. And her view of the future of marketing: going beyond social listening to understand video int...

Most people are overusing AI and not making the most of it for the things that really matter. Johann Wrede, CMO at UserTesting, is teaching us to go beyond simple tasks and use Claude Code and Codex - his Shiny New Objects for data driven marketers. Learn why building the right tools, independent of the AI agent used, will improve your marketing. We also discuss the power of moving quickly, testin...

It's now easier than ever to copy content until all digital marketing starts to look the same - this is where taste becomes a shiny new object, says Marukh Budhraja, Global Head of Social Media Marketing at Charlotte Tilbury. What really differentiates brands and how can you use today's tools, without your content looking copied? She tells us more on this episode of the Shiny New Object podcast.  

For Tim Sparke, feedback is something marketers should seek relentlessly, but one thing companies and people aren't really set up to receive. And that includes data in... data driven marketing. On the Shiny New Object Podcast latest episode, he explains why relentlessly seeking feedback is key to developing, and how to set up a system for this rather than simply thinking about gathering data as a...

Drowning in content?  Nevra has a solution. With vibe coding and bridging gaps between sources, BT Group's Digital Performance Manager, Nevra Yagmur, shares her "podsome" project. Plus, find out her skills of choice to make it in data driven marketing when depth alone isn't enough and performance stops happening in isolation.

Dan Saunders is the Head of Performance Marketing at Evergreen Finance London and our latest guest on the #ShinyNewObjectPodcast. He swears by "The Way of the Wolf" to teach us why everything we do is ultimately, a sales job. He believes the best thing to do with data is get stuck in, finding your starting point and just using it - not being paralysed by how much of it you've got. And he tells us...

Data is never static - just like people and the world as a whole. Vanessa Atanasov, Shopper and Trade Marketing Manager at Jack Link's and BiFi Benelux, tells us how she uses the "before & after" of banana bread during Covid lockdowns to illustrate how things can change, including our understanding of them. We talk about shopper vs consumer marketing and how to use productive curiosity to make you...

What if the future of marketing is not just knowing what people will do, but understanding why they feel the way they do? In this episode, Joy Allen-Altimare unpacks predictive emotional modelling, and why the next leap in data driven marketing will come from combining behaviour, context and human emotion.

Testing is simple, but underutilised in data driven marketing. And it has such potential to uncover incremental wins and breakthrough ideas. Jack Chape, Head of Integrated Media EMEA at PMG, joins the #ShinyNewObjectPodcast to discuss the power of curiosity, making it into a cultural staple, and the benefits of a continuous "test and learn" approach. Learn how to ask better questions, get the insi...

Asking questions and digging deep beyond the first layer of data is what's going to help grow in a climate where there are so many unknowns and changes every day.  Justinas Vaičiulis, Head of Performance Marketing at Jimdo, tells us why it's smart to make small bets, test, validate, and move up from there. On the #ShinyNewObjectPodcast, we also talk about picking the clients no one wants to work w...

When the people behind tools actually care, work becomes faster, smoother, and more impactful. It's why Anna Soldatova, Performance Marketeer at Swapfiets, believes that investing in people relationships will save marketing from becoming a burnout-inducing quest for solo heroics. On the Shiny New Object Podcast, we discuss: How improv has made her more attuned to others' reactions and more confide...

A great ROAS can be a watermelon: green on the outside, bleeding on the inside. Antoine Deventer , Senior Integrated Performance Marketing Specialist at Bissell , joins the Shiny New Object Podcast to talk about what happens when you stop optimising to vanity metrics and start focusing on real growth. We cover Amazon's evolution into a full-funnel media powerhouse, why "tool stack navigation" is a...

Every signal matters. Even the ones you'd rather ignore. In data driven marketing, Jason Zollan (Head of Retail Media at Constructor) argues that bounces, exits and dead-ends tell us just as much as ROAS, clicks and conversions. On the #ShinyNewObjectPodcast, we talk about how to stop chasing vanity metrics and treat the full shopper journey as one system. And we discuss how retail media and e-com...

AI search is on every marketer's lips, but is it that fundamentally different from basic SEO? Tom Telford, Chief Digital Officer at Clarity, argues that if you have the basics right, you'll also show up in LLM results. But best practice is one of the toughest things to succeed at, if we've learnt anything on the #ShinyNewObjectPodcast.  Tune in to hear Tom's advice on nailing the confluence betwee...

An insight isn't a fact. It's a hidden truth. You're not done once you get that data. Keep digging. Ask why. And get that human connection with your audience. Fara Howard, former CMO of GoDaddy and experienced marketing leader, joins us on the #ShinyNewObjectPodcast to dig into what makes actionable insights, how to retain humanity in storytelling, and why no one can call themselves an expert in d...

AI won't make your content smarter. It'll make it faster. In this episode of the Shiny New Object Podcast, Sneha Mittal, Senior Communications Manager, Image Guided Therapy at Philips, shares how to make AI work for content creation without becoming soulless. Tune in to learn: Why AI is great for accelerating outcomes when you're clear on what you're looking for The storytelling framework that mak...

If we're curious about the full story behind data, our marketing puzzles become more interesting and a lot more human. And they show us when we're looking at the wrong metrics, too. Tamara El Jurdi, Global Marketing Communications Lead - Durex & Veet at Reckitt, joins us on the Shiny New Object podcast to discuss why marketing should be seen as a system and shared KPIs are the way forward to ensur...

On the latest episode of the Shiny New Object Podcast, we go deep on the organic to paid pipeline with Kevin McClary, Head of Performance Marketing at Gorilla 76. Tune in to hear why he tests organic posts to see what resonates with an audience before turning them into paid ads, and how he does this in the B2B sector. We also discuss student advice for getting into the industry, the power of under...

What's your purpose? Or the purpose of your campaigns? Nick Figueiredo, Head of Performance Marketing at MilliporeSigma, joins the Shiny New Object Podcast to talk about breaking down the myth of performance marketing. That's because "all marketing, or all advertising, is meant to perform… we shouldn't feel pressured to have to assign every single click or an order back to the spend which drove it...

"Feel your feelings, then get a plan together and move forward in a new direction." On this week's Shiny New Object podcast, Adriane Goetz, Product Marketing Lead, Global Agency, at TikTok, shares her top lessons on developing and leading with adaptability and resilience. We also cover the three key behaviour changes that have helped Adriane deal with overwhelm, and discuss the open mind approach...

The biggest currency is attention, and we as marketeers we're fighting for attention, not only from other brands, but from all these other stimuli. For Martin Höfling, Global Marketing Manager Chupa Chups at Perfetti Van Melle - Brasil, cultural marketing is the way forward for brands who want to capture consumers' ever fleeting attention. On this latest episode, we talk about the pillars of cultu...

You can have the best tech and innovation, but are you creating for and connecting with humans? If all you rely on is AI, you'll eventually lose human connections and your marketing will fail, says Carly Morris, Global Head of Acquisition & Growth at Microsoft Advertising. She's picked "people centric leadership in an AI evolution" as her shiny new object and we talk about: understanding the data...

I don't want a team of people who are so frantic and actually being unproductive because they don't know actually if they're coming or going. Bee Craft, Head of Performance Marketing at Golfbreaks, has found the cure for frantic, noisy marketing environments: the scrum methodology. On the podcast, she explains: How applying structured two-week sprints to campaign planning brings down the stress an...

"You need to fall in love with the why, right, not just the numbers, not just the data, not just the metric." On the latest episode of the Shiny New Object Podcast, Kiesse Lamour, Global Head of Media, Commerce at VML, tells us why marketers need to understand the bigger picture and move slower to deliver higher-quality work that actually brings better results, faster. Tune in to hear why too many...