That's What I Call Marketing Podcast

Ok so this was new news to me.....the very exacting standards of Budweiser for their Clydesdales. A great end of year review with Elena Jasper of Marketing Architects and Marc Binkley & Vassilis K. Douros of The Sleeping Barber Podcast where we review the campaigns of the year and look ahead to what to expect for 2025.

If you would like to get involved and support That's What I Call Marketing in 2025 - get in touch, I appreciate so much the support I have had this year.

⚠️Why, Why, Why do we keep doing it? There are enough people out to have a pop at marketing, Marc Binkley asks why do we keep shooting ourselves in the foot!? 👣 A great end of year review with Elena Jasper of Marketing Architects and Marc & Vassilis K. Douros of The Sleeping Barber Podcast where we review the campaigns of the year and look ahead to what to expect for 2025. Rants are included for free in this episode! https://lnkd.in/efF-dnxK

AI creative is going to become indecipherable from human creative in 2025. That is the prediction from Elena Jasper on our Year in Review Episode with The Sleeping Barber Podcast & Marketing Architects. What is your view? Check out the full episode here https://lnkd.in/ekTSBJV3

The final episode of 2024 is out now and it is the annual Year in Review with Elena Jasper of Marketing Architects, Marc Binkley & Vassilis K. Douros of The Sleeping Barber Podcast. Tune in https://lnkd.in/erEvKqU2 We discuss the major marketing campaigns from 2024, analyse the impact of some of the work we saw this year, we of course discuss the evolving role of AI in creative process. And we make some bold predictions for the marketing landscape in 2025. Campaigns of the Year - E.L.F. BEAUTY - CeraVe - McCain Foods - Budweiser Brewing Company APAC Bullish or Bearish: - Influencer Marketing Insights - Targeting Strategies in Marketing - The Shotgun Approach to Marketing - Brand Purpose vs. Performance Marketing - Diversity Campaigns and Cancel Culture Marketing Surprises of the Year - The Evolution of LLMs and Data Utilization - Jaguar's Controversial Rebranding Strategy - Consumer Reactions to Brand Controversies Predictions for 2025: - Domination of Video - The Rise of AI in Creative Processes - Disruptive Research - No Silver Bullet - MMM and attribution Links Marketing Architects https://lnkd.in/gFFqVy7G Sleeping Barber https://lnkd.in/gw_GMrcP Felipe Thomaz Upcoming Report https://lnkd.in/geigbBnN

🏆🎄 Step aside, Kevin the Carrot—this year, Lidl stole the Christmas top spot! The results are in, and Lidl’s Magical Christmas has been crowned the No. 1 Christmas ad of 2024! With a Red Star Score of 77, it stood out in a fiercely competitive field. So, what made Lidl the champion? 🎁A Story-First Approach: Lidl chose not to focus on a touching emotional story 🎁Simplicity and Emotion: The narrative was easy to follow and struck the perfect emotional chord, proving that sometimes less really is more. 🎁But there are some scary moments!!! Ciara Reilly of Red C summarised it saying: “Lidl separated itself from the pack by focusing solely on storytelling. This emotional approach helped it achieve that No. 1 spot” Do you agree with Lidl’s top ranking? Or was there another ad you felt deserved the No. 1 spot? Share your thoughts below and check out the full Top Ten from RED C Research below and the full episode here https://lnkd.in/eWJ7GMh8 The Official Top Ten is: 10. SuperValu – Share the Magic 🎄 9. Sky Cinema – First Crush 🎬 8. Tesco – Gingerbread Man 🎁 7. Vodafone – Joy of Connection 🌊 6. Dunnes Stores – Shine Bright ✨ 5. TK Maxx – Festive Farm 🐄 4. Coca-Cola – The World Needs More Santas 🎅 3. Aldi – Mission Impossible with Kevin the Carrot 🥕 2. John Lewis – The Magic of Giving 🎁 1. Lidl – Magical Christmas 🌟 Úna Herlihy Alma Birbilaite Richard Colwell Peter McPartlin Tom Noonan Lidl GB Lidl Ireland

Big names, big fails? Why celebrities and borrowed assets don’t always guarantee success. 🚫🎥 2023 proved that hiring a celebrity or borrowing cultural assets doesn’t always work. RED C Research analysis of this years Christmas ads research revealed some key issues: 🎅🏻Low Brand Distinction: Many viewers couldn’t link the campaign back to the brand. 🎅🏻Confusing Storylines: JD Sports, for instance, left audiences scratching their heads. 🎅🏻Audience Disconnect: Celebrities didn’t always resonate with the target demographic. As Ciara Reilly explained: ❝Borrowed assets work best when they enhance, not overshadow, the brand’s existing identity. Without strong brand assets, the risk of confusion skyrockets.❞ Do brands rely too much on star power? Are they and can they be distinctive assets? Úna Herlihy Alma Birbilaite Richard Colwell Peter McPartlin Cathal Gillen

John Lewis: The brand that created the Christmas ad gold standard… but has it lost its sparkle? ✨🎄? John Lewis once defined the Christmas ad season—setting the bar for emotion, storytelling, and cultural resonance. But has the magic faded? Find out what the panel had to say and of course what the Red Star Score tells us. What do you think? RED C Research Ciara Reilly Richard Colwell Úna Herlihy Alma Birbilaite #christmasads #christmasmarketing #johnlewis

🎄It's the most wonderful time of the year and the That's What I Call Marketing Podcast Christmas ad review is out now packed with insights, laughter, and a touch of controversy sprinkled in for good measure. 🎁This year's special edition of That’s What I Call Marketing brings you the top 10 Christmas ads of 2023—as rated by Red C’s data-backed Red Star methodology. I am joined by the brilliant Úna Herlihy, Alma Birbilaite and Ciara Reilly to go through it all. We cover lots like: 🦌🛷What makes Christmas ads truly memorable. 🎅🏻The balance between nostalgia and novelty. ⛄Why humour is underused (and undervalued). ❄️And the role of AI in modern campaigns. Find out who takes the No. 1 spot this year - tune in, link in the comments. Thanks to RED C Research for partnering with us on this episode, don't forget to check out their testing platform. Richard Colwell Peter McPartlin The Indie List Cairn Tom Noonan #adtesting #christmasads

Pricing is often one of the most underutilised levers in marketing, Mark Ritson has said: ❝Pricing is the worst managed of all marketing areas. How prices are decided is often a mixture of voodoo and bingo.❞ - Mark Ritson Yet its impact on profitability can far outweigh changes to sales or cost efficiency. Looking ahead to 2025 with Imaad Ahmed, Head of WARC Advisory, we delved into how marketers can reclaim their role in influencing pricing strategies—and why it matters now more than ever. Full episode here https://lnkd.in/epjEd5ip 🏷️ Understanding Pricing vs. Price ❝Price is the tag on the product; pricing is the thinking behind how you link that to a perception of value.❞ This distinction is vital. Many marketers focus solely on promotions to drive volume, but it’s pricing—the strategic alignment of customer value with price—that delivers sustainable growth. Brands with higher ad spend are less price-sensitive, and their customers are more willing to pay a premium. A 1% price increase for these brands typically results in an 8% increase in profits. 📠The Role of Advertising in Pricing Power Kantar’s research consistently shows a strong link between brand equity and pricing power. Their studies reveal that high-performing brands command price premiums because they’ve invested in building mental availability and emotional connections. I reflected on this during our conversation: ❝Even when two brands are priced the same, consumers often choose the one with greater brand equity because it feels more trustworthy.❞ On price-comparison sites, consumers gravitated towards Churchill over Privilege despite identical pricing. Familiarity, trust created a clear preference. ⚡Pricing power is a strategic growth lever that marketers cannot afford to ignore. By investing in brand equity, leveraging customer insights, and reframing pricing as part of marketing’s remit we can drive sustainable profitability and gain a stronger voice in the C-suite. WARC #2025marketing #marketingtoolkit David Tiltman Alexis Wolf Alex Brownsell Catherine Driscoll Hana Murgani Ann Marie Kerwin Nicola Tillin Amy Rodgers Patrycja Kosinska Imogen Comrie Amanda Benfell Rufus Olins Paul Coxhill Mary Kyriakidi