That's What I Call Marketing

If you don't know how your brand is doing by measuring it you are working in the dark, only able to know how your marketing works through short term sales, and of course we all know that brand is a longer term investment. The problem has been that brand health tracking hasn't been available to all, it is expensive and hard to justify the investment. Well that is until Tracksuit the beautiful, alwa...

The world of sports sponsorship is fun and complex and often hard to cut through in. So fresh out of the Rugby World Cup I spoke to Sponsorship expert Daragh Persse about the Winners and not so winners (it'll make sense) of the Rugby World Cup. Daragh is founder of The Brand Fans an Independent Sponsorship Intelligence agency started 12 years ago. Daragh ran global sponsorships for Vodafone and he...

Today I am joined by Tom Ollerton founder of Automated Creative who use AI driven creative and social insight to optimise ad performance and tell brands why their ads work. Tom joins today to talk about the new whitepaper he has out, called "Compounding Creative: an urgent Q4 wake up call " that has been developed in partnership with the World Federation of Advertisers that shows how Q4 digital ca...

To mark our 50th episode we travel to Saudi Arabia to meet Aamir Allibhoy who is CMO of Tim Hortons Middle East. Aamir spent over 20 years agency side with BBDO working with global clients helping them establish their brands in the region before moving client side to help establish and grow the brilliant Canadian brand Tim Hortons across the middle east. This is a fascinating discussion as we delv...

Rachel Fairley an international marketing leader and brand strategist who specialises in revitalising brands to drive growth. Whether consulting with Siemens, EY and KLM, or working in-house at the likes of Sage, Oracle or currently HPE Rachel has delivered countless strategies over a 25 year marketing career. In 2021 was recognised as one of the top 100 global B2B marketing leaders in technology....

Richard Carr heads up Accenture Song in Ireland and we met in their offices in Smithfield Dublin to talk about the things Richard is seeing in his new role. We touch a bit on the offering of Accenture Song, but move quickly into the challenges and opportunities for companies today. We discuss Why most CEOs think their business will not exist in 10 years The startling pace of technology Helping cli...

This is a LIVE episode recorded at HubSpot House, Dublin. Paul Dervan joined this live show to reflect on his tenure as CMO of the National Lottery in Ireland and talk about his plans for his new role at Miro. If you don't know Paul, he is Ireland's top marketer, officially being awarded Marketer of the Year in 2022. It would be fair to say that this was a long held view of Paul before this accola...

This is a LIVE episode recorded at HubSpot House in Dublin. This episode is with Caroline Donnellan, Director of Brand and Marketing of Sky Ireland. Caroline has led the team at Sky to become Marketing team of the year, has spearheaded the award winning sponsorship of the National Football Team at the World Cup in 2023 and along the way changed how Sky is marketed in Ireland. Caroline shares wonde...

Design is everywhere, but we interact with it so seamlessly we forget. Image Now was founded 30 years ago and Dave Torpey and Darrell Kavanagh have spent that time designing for some of the biggest companies in the world Riverdance, U2's Popmart, AIB, MTV Networks Europe, Virgin Music UK and many more. Today we discuss the world of design and how companies interact with it. Dave and Darrell share...

Brooke Janousek has been working as a Fractional CMO for almost two years so who better to tell us what a fractional CMO actually is, what it does, when you should use on, how you manage the relationship, benefits and risks. This isn't an episode just for marketers, but business leaders who are interested in understanding more on this topic. That’s What I Call Marketing is where marketers come for...

In defence of distinctiveness  Cathal Gillen is co-founder of Distinctive Brand Asset Research & Tracking agency Distinctive BAT. Cathal has a background agency and client side and has held marketing effectiveness roles in the likes of William Grant & Sons. Cathal set up the agency in 2021 and works with clients like betfair, linkedin, lipton and kerrygold.  This episode is all a...

This episode is with Dr. Emmanuel Probst Global Lead, Brand Thought-Leadership at Ipsos, adjunct professor at the University of California at Los Angeles where he teaches consumer market research. Emmanuel writes about consumer psychology for numerous publications like the WSJ and USA today, he is best selling author of the book brand hacks. And he is out with a new book called “Assemblage the art...

Leigh Barnes is Chief Customer Officer at Intrepid Travel and joins to discuss how he turned his back (sort of) on decades of performance marketing, went big on brand and how it is working! Leigh joined while he was working in Canada to talk more about what has changed for him and what that means for marketing at intrepid travel. If you don’t know Intrepid they are a B Corp travel company with amb...

Sherilyn Shackell Founder & CEO of The Marketing Academy. The Marketing Academy is an international not for profit organisation dedicated to inspiring and developing talented stars in the Marketing, Media & Communication industries to become the leaders and influencers of tomorrow. When CMOs are left out of the boardroom, their insights — and the business risks and opportunities that their...

Chris Allan is Head Marketing Core Beer at Lion in Australia and part of his role is owning the Tooheys Brand. I recently saw that this classic Australian beer had gone through a design and creative re-fresh and I was fascinated to try and find out more. If you don’t know Tooheys, it is a legendary Aussie beer, it has been around for 150 years and just sits in culture, when you order a beer you ju...

Modern Marketing Dilemmas with Mary Kyriakidi Global Thought Leader, Insights by Kantar . Mary and the team at Kantar recently released Modern Marketing Dilemmas which is an evidence-based guide to help marketers protect their margins. There are seven chapters in the publication filled with actionable tips to help you strengthen your brand’s intangible perceptions in the mind of consumers – w...

Peter Field discusses 10 years of the Long and Short Of It. Peter is known as one of the two Godfathers of Effectiveness - along with Les Binet. And that comes down to the work they have done over the past ten years+ to push for more effective marketing through evidence from the IPA database. Peter and Les authored the influential Long and Short of It Balancing Short and Long-Term Marketing Strate...

This episode was recorded live at the European Sponsorship Association event. Speaking to Aidan McLaughlin Director of ESG Brand at Indeed. This conversation covers how Indeed approaches sponsorships covering: Rising Voices Team Ireland Olympics Eintracht Frankfurt Find all previous episodes on www.thatswhaticallmarketing.com, or follow us on instagram @thatswhaticallmarketing and on twitter @that...

Rita Kirwan is Marketing Director at Aldi, and let’s face it a bit of Irish Marketing Royalty. The title of this episode says it all, Rita just loves what she does and she is exceptional at it. Rita has worked at Pernod Ricard, Largo Foods (home to the brilliant Tayto), O2 Telefonica and now at Aldi. With such diverse experience Rita has a truly unique perspective on marketing, Today we talk about...

Maddy Cooper is Founder and CEO of Sustainability Marketing agency Flourish. With over 20 years of agency experience Maddy has designed sustainability marketing transformation programmes for clients including Nike, Allianz, and Barilla. She has completed the Cambridge University Towards Net Zero Course and is an Assessor for the Cambridge University Sustainable Marketing, Media and Creative course...

Dr Draper - author, Associate Creative Director and Head of Copy Ryan Wallman is todays guest. Ryan works at Wellmark, a Melbourne-based creative agency that specialises in healthcare; everything from pharmaceutical marketing through to consumer health campaigns. Ryan has written for numerous industry publications, including Marketing Week, and is a contributor of the bestselling marketing book Ea...

Jon Lombardo, Global Head of Research at the LinkedIn B2B institute is today's guest. In his role Jon researches how brand marketing contributes to cash flows and brings an “outside-in” approach to marketing, looking to apply mental models from other disciplines to marketing. Today we chat about Jons path to LinkedIn and some important topics for all marketers to think about *Some important rules...

Speaking to me from Brooklyn in New York I am joined by VP of marketing at WizeHire Carmen Bryant. Carmen is an international speaker and strategic business leader with more than 20 years of marketing, research, and thought leadership experience. Her unique expertise helps her translate insights and cultural shifts into compelling stories that motivate action. This episode covers: *The power of cu...

James Hurman is author of the Case for Creativity, the Creative Effectiveness Code and Future Demand. James is an award-winning planning director, 2013 named the world’s #1 strategic planner. In 2014 James founded Previously Unavailable where he uses insightful strategic thinking to create products and brands that become sustainably successful. In this episode James talks about the importance of a...

The Influencer Marketing Industry is set to grow to approximately $21.1 Billion in 2023 yet it remains a complex area with many marketing leaders trying to figure out where it sits and how to measure it properly. Vanessa Sawyer founder of the agency Get Stuff Done is todays guest, Vanessas’s agency is set up to amplify multicultural voices through influencer marketing and beyond. Vanessa has appea...