That's What I Call Marketing

In this exciting premiere of Season 4, Conor Byrne hosts Gráinne Wafer on 'That's What I Call Marketing.' Gráinne, a renowned figure in the marketing world, dives deep into her 27-year journey with Diageo, where she began in public relations and sponsorship before rising to lead iconic brands like Guinness, Baileys, and Smirnoff. Starting her career in public relations and working with Guinness as a client, Gráinne transitioned to Diageo in 1997, taking on various roles that expanded her expertise in marketing fundamentals, brand management, and innovation.Gráinne shares her insights on the strategic decisions that have driven transformational outcomes for Diageo. She highlights the innovative turnaround of Baileys and how Bailey's discovered its true identity leading to a marketing strategy that revitalized the brand, which resulted in significant growth and renewed consumer interest.The conversation also delves into the rich advertising legacy of Guinness, from the iconic 'Surfer' ad to recent Premier League partnerships. Gráinne discusses the importance of maintaining advertising quality equivalent to the beer's quality and how this principle has guided Guinness's marketing strategies over the decades. We discuss Diageo's approach to balancing global and local marketing efforts, utilizing data to understand local markets while maintaining a consistent global brand identity. She reveals how the introduction of Agile Brand Communities and initiatives like conscious create are driving efficiency and effectiveness across Diageo's marketing operations. Moreover, Gráinne discusses the growing importance of AI in their marketing strategies, enhancing media buying, content optimization, and even personalized packaging.The interview also explores Gráinne's leadership journey, from her early days, learning to manage her drive and energy, to mentoring others, especially women in the industry. She candidly shares personal anecdotes about overcoming self-doubt and the value of being consistently true to oneself. Gráinne emphasizes the importance of inclusivity, detailing Diageo's efforts to make social environments accessible, highlighted by partnerships and initiatives aimed at promoting social justice and belonging.00:00 Introduction and Welcome00:10 Grainne's Career Journey at Diageo02:03 The Fundamentals of Marketing05:09 The Bailey's Turnaround Story06:27 Understanding the Product07:24 Repositioning Bailey's in the Market11:13 The Power of Advertising13:18 Crafting Iconic Guinness Ads14:12 Creativity with Precision16:03 Innovation and Nitrosurge17:53 Social First Approach22:46 Agency Relationships25:09 Guinness' Success in the UK27:02 Guinnfluencers and Community Engagement28:13 Quality Control and Consumer Feedback29:00 Global Reach and Market Growth30:07 Premier League Partnership32:12 Smirnoff's Market Position34:45 Balancing Global and Local Strategies37:15 Agile Brand Communities39:12 AI in Marketing41:56 Leadership Evolution42:18 Balancing Drive and Energy43:55 Paying It Forward44:48 Supporting Women in the Workplace46:13 Career as a Marathon47:45 Balance in Life48:24 Belonging and Inclusivity49:22 Socializing and Accessibility50:18 Looking Ahead to 2025A Top Marketing Podcast as rated by Feedspot Hosted on Acast. See acast.com/privacy for more information.

The Singles are shorter episodes where we look at hot topics happening in marketing and get expert reaction and analysis. Would love to know what you think. In this episode of 'That's What I Call Marketing - The Singles,' we dive into the recent major policy changes announced by Meta, spearheaded by Mark Zuckerberg. Joined by Michael Corcoran, we discuss the implications of these updates, from community notes and simplified policies to the return of civic content and the shift of the trust team to Texas. We also tackle the political undertones influencing these changes and the potential impact on free speech and misinformation. Essential listening for anyone navigating the ever-changing social media landscape.00:00 Introduction and Guest Introduction00:02 Overview of Meta's Big Changes01:30 Community Notes and Policy Simplification02:47 Policy Enforcement and Civic Content03:52 Free Speech and Platform Control04:36 Trust Team Relocation and Tax Implications05:09 Concerns Over Misinformation and Sensationalism08:30 Impact on Brands and Advertising14:30 Future of Social Media and Final Thoughts Hosted on Acast. See acast.com/privacy for more information.

In this episode, join Conor Byrne as he catches up with Elena Jasper of The Marketing Architects Podcast and Co-Hosts of The Sleeping Barber PodcastMarc Binkley & Vassilis Douros as they dive into an engaging year in review. The group discusses major marketing campaigns from 2024, debates the value of brand versus performance marketing, and share surprising developments from the year. Throughout the episode, they analyze the impact of controversial marketing strategies, the evolving role of AI in creative processes, and the anticipated rise of video content. Don't miss their bold predictions for the marketing landscape in 2025 and beyond. Whether you're a marketer or marketing enthusiast, this year-end analysis offers valuable insights and lively discussion.00:17 Meet the Hosts02:15 Campaigns of the Year11:49 Bullish or Bearish: Marketing Trends12:18 Influencer Marketing Insights25:51 Greenwashing and Brand Authenticity26:59 Marketing Surprises of the Year27:18 TV Ad Spend and Frequency Debate30:23 Pre-Testing Debate and Innovations34:24 Jaguar's Controversial Rebrand41:10 Predictions for 202543:05 AI's Role in Creative Marketing45:17 Debating Marketing Theories Hosted on Acast. See acast.com/privacy for more information.

In this festive episode of 'That's What I Call Marketing,' I review the top Christmas ads of 2024 alongside three guest experts:*Una Herlihy, co-founder of The Indie List; *Alma Birbilaite, Brand and Communications Manager at Cairn Homes; and *Ciara Reilly, Director at Red C Research. Sponsored by RedC, this episode dives into exclusive insights from Red C's ad review, exploring the top 10 ads and their creative strategies. The discussion spans emotional storytelling, the impact of technology, and how brands like Lidl, TK Maxx, and John Lewis performed. Learn about the evolving role of AI in advertising, the importance of brand consistency, and discover which ads struck a chord this Christmas. Tune in for expert insights, industry trends, and a comprehensive look at what makes a Christmas ad memorable.01:59 Red C's Christmas Ad Review04:07 Top 10 Christmas Ads Countdown06:34 Discussing the Top Ads07:19 Vodafone and Emotional Ads11:31 Humor in Christmas Ads13:43 Lidl's Winning Strategy17:01 Kevin the Carrot: A Beloved Character22:04 On Post's Emotional Impact24:42 John Lewis: The Pioneer of Christmas Ads25:07 Analyzing This Year's John Lewis Ad27:04 Public Reaction to John Lewis Ad28:44 Comprehension Challenges in Advertising29:24 Nostalgia Meets Technology: Coca Cola's AI Ad29:53 The Future of AI in Advertising30:47 Mixed Reactions to Coca Cola's AI Ad31:27 The Role of Nostalgia in Advertising33:21 Localized Advertising with AI36:10 Borrowed Assets in Ads: Success and Failures37:02 Humor and Celebrities in Ads38:09 Surprising Ad Performances40:07 Heartfelt Ads of the Year41:56 Innovative Campaigns and Predictions52:33 The Power of Jingles in AdvertisingLinks to research: https://redcresearch.com/Test Your Ad: https://redcdirect.com/ Hosted on Acast. See acast.com/privacy for more information.