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. Hosted by Conor Byrne, the show features real conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice. Across the episodes, we explore the ideas, decisions and tensions shaping modern marketing: how brands are built, how B2B marketing is changing, how creativity drives effectiveness, how AI is reshaping the profession, and how marketers can earn a stronger role in the business. The show is for marketers who want more than tactics. It is for people who care about the craft, the evidence, the commercial impact and the human judgement behind great marketing. If you want marketing conversations with substance, practical insight and a point of view, That’s What I Call Marketing is for you. <p style='color:grey;

That's What I Call Marketing is a business podcast hosted by Conor Byrne, with 210 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Conor Byrne hosts That's What I Call Marketing, a business show with 210 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  That's What I Call Marketing

  TWICM 211: Jellyfish's Natasha Wallace On How Marketers Win with Humans & AI Without Flattening Their Brands

  Aug 17, 202635 min

  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.

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  That's What I Call Marketing

  TWICM 210: The Human Cost: How Fear-Based Wellness Advertising Makes People Feel

  Aug 10, 202643 min

  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.

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  That's What I Call Marketing

  TWICM 209: The Singles: If Carlsberg Did Podcasts, Did Sydney Sweeney work, Norway winning the World Cup and the AI Brand Wars

  Aug 3, 202633 min

  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.

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  That's What I Call Marketing

  TWICM 208: System 1's Andrew Tindall & Vanessa Chin: Feels Vs Deals - the real battle for Q4

  Jul 27, 20261h 1m

  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.

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  That's What I Call Marketing

  TWICM 207: Samsung Ads’ Matt Butts on Marketing Science and the Rigour Behind Better Decisions

  Jul 20, 202625 min

  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.

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