Podcast · Business

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

New episodes: Weekly
Typical length: 34 min
Latest: 7 Oct 2026
Language: English

Latest episode

7 Oct 2026 · 32 min

TWICM 219: Make Your Mark Ep 1 with John Kelly of Musgraves

Make Your Mark is a three-part series exploring how marketers build their careers and make a difference to their businesses, their customers and the people around them, in partnership with the Marketing Institute of Ireland. In this opening conversation, John Kelly, Retail Marketing Manager at Musgrave, joins That’s What I Call Marketing to discuss his 20-year career working predominantly with SuperValu, and what it takes to turn customer understanding into commercial results. John’s experience shows how much you can learn by taking on different challenges within one organisation. From…

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Earlier episodes 29 most recent

5 Oct 2026 · 28 min
TWICM 218: The Singles: Grindr IRL with Madonna, ON taking On Nike, Walkers Little Moments of Joy
Bella Harrison and Ed Parkin from Tracksuit join That’s What I Call Marketing to discuss Grindr’s push into real-world experiences, On’s entry into football and Walkers’ growing brand preference, exploring what each story tells marketers about building brands and measuring progress. Three brands, three different challenges: giving people more reasons to use an app, taking a specialist sports brand to a wider audience, and keeping an established favourite relevant. Conor Byrne, Bella and Ed examine the strategies alongside Tracksuit’s brand health data, discussing what is moving, what remains…
29 Sep 2026 · 53 min
TWICM 217: Rich Silverstein Co-Founder of Goodby Silverstein & Partners on 40 Years in Advertising
On the day he retires from Goodby Silverstein & Partners, co-founder Rich Silverstein joins That’s What I Call Marketing to reflect on 40 years in advertising, the making of ‘Got Milk?’ and what makes an idea last. Rich takes us back to the early days of the agency, when a project for Electronic Arts helped turn a group of creatives who wanted to do things their own way into a business. We get into the thinking behind ‘Got Milk?’, the E*TRADE monkey ad and the lizards, and ask whether work made for a different media era could be even more powerful today. Rich is candid about the role of…
21 Sep 2026 · 44 min
TWICM 216: Scribd CMO Gemma Craven on the Path to becoming CMO, Building Range, Reputation & Impact
Gemma Craven, Chief Marketing Officer at Scribd, Inc., joins That’s What I Call Marketing to discuss her path to becoming a CMO, the value of building experience across different areas of marketing and what it takes to reshape brands, teams and reputations. This episode explores how a varied career across PR, social media, technology, agencies, consultancy and in-house leadership gave Gemma the range required to lead marketing across Scribd, Everand, Fable and SlideShare. It is an honest conversation about career choices that did not always make immediate sense to other people. In this…
14 Sep 2026 · 31 min
TWICM 215: The Singles: Monzo’s Get Busy Living, Heinz x Heineken & is Meta X Ray‑Ban creepy?
Conor Byrne hosts another “Singles” episode with Bella and Ed from Tracksuit, using brand tracking data to unpack the biggest marketing stories of the moment—what’s genuinely driving brand growth, what’s just noise, and where brands are taking real risks. From Monzo’s bold “Get Busy Living” brand campaign in a fiercely competitive banking market, to the clever Heinz x Heineken collaboration built for summer BBQ culture, they explore how creativity and brand equity show up in the metrics. They also break down quick-fire eclipse “culture-jacking” wins from brands like Starbucks, Netflix and…
7 Sep 2026 · 47 min
TWICM 214: James Hurman Future Demand, Making the Commercial Case for Brand Investment
James Hurman, author of Future Demand and co-founder of Tracksuit, joins That’s What I Call Marketing to explain how brand building creates future demand, how performance marketing converts current demand and why marketers need both to drive sustainable growth. This episode offers a practical way to understand how advertising really works, how to build the internal case for brand investment and how marketers can move an organisation beyond a performance-only mindset without betting everything on one dramatic change. In this episode, we cover: – Why James Hurman rewrote Future Demand…
31 Aug 2026 · 37 min
TWICM 213: Mark Kingsley on Brands in the Age of AI
Mark Kingsley, brand strategist, designer, author and founder of Malcontent, joins That’s What I Call Marketing to discuss his book "Brands in the Age of AI" and why marketers need to think much more deeply about artificial intelligence than prompts, productivity and tools. Mark’s central argument is that AI is not simply a tool, it is a condition, an environment that is already changing how we work, create, build brands and relate to one another. This conversation explores what that means for brand strategy, creativity, marketing careers and the relationship between companies and customers.…
24 Aug 2026 · 35 min
TWICM 212: Canva B2B CMO on B2B Marketing, Enterprise Growth and Building Demand
Meghan Gendelman, CMO, B2B at Canva, joins That’s What I Call Marketing to discuss B2B marketing, enterprise growth, building demand and how Canva is taking a hugely successful product-led business further into the enterprise. This conversation gets into what building a B2B growth engine actually requires: understanding customers, combining product-led and sales-led growth, building brand before buyers enter the market, using data properly and working out where AI genuinely adds value. In this episode, we cover: – Why Meghan believes B2B marketing is anything but boring, particularly when…
17 Aug 2026 · 35 min
TWICM 211: Jellyfish's Natasha Wallace On How Marketers Win with Humans & AI Without Flattening Their Brands
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…
11 Aug 2026 · 42 min
TWICM 210: The Human Cost: How Fear-Based Wellness Advertising Makes People Feel
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…
3 Aug 2026 · 33 min
TWICM 209: The Singles: If Carlsberg Did Podcasts, Did Sydney Sweeney work, Norway winning the World Cup and the AI Brand Wars
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…
27 Jul 2026 · 1 hr 1 min
TWICM 208: System 1's Andrew Tindall & Vanessa Chin: Feels Vs Deals - the real battle for Q4
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…
20 Jul 2026 · 25 min
TWICM 207: Samsung Ads’ Matt Butts on Marketing Science and the Rigour Behind Better Decisions
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…
17 Jul 2026 · 28 min
TWICM 206: Nectar360’s Amir Rasekh on Customer Insight, Retail Media and Agentic Commerce
Amir Rasekh, Managing Director of Nectar360, joins That’s What I Call Marketing to discuss customer insight, retail media, AI-powered measurement and how agentic commerce could change the way people shop. This episode explains how retail media has evolved from loyalty data, targeted coupons and direct mail into a sophisticated, measurable channel spanning in-store, onsite and offsite media. In this episode, we cover: – Why customer insight remains the foundation of effective retail media – How Nectar360 connects loyalty, insight and retail media in one customer-focused system – Why brands…
14 Jul 2026 · 23 min
TWICM 205: GumGum’s Pete Wallace on Why Attention Matters More Than Ad Clicks
What does attention actually tell us about whether advertising is working? Pete Wallace, Managing Director EMEA at GumGum, explains why clicks remain a poor measure of advertising effectiveness and how attention can help marketers connect media exposure with real brand outcomes. Pete shares how GumGum combines contextual signals, attention data, time, device and creative performance to predict the mindset of an audience. He brings this to life through GumGum’s work with the BBC and Havas on *Celebrity Traitors*, where targeting and creative changed as tension and excitement around the…
10 Jul 2026 · 29 min
TWICM 204: Why Simplicity Wins in Ad Tech with Limelight Founder James MacDonald
James MacDonald, Founder of Limelight, joins That’s What I Call Marketing to discuss programmatic advertising, building a global ad tech business, AI and why simplicity still matters for marketers today. This episode explores the journey from Fleet Street advertising sales to modern programmatic technology, through a practical conversation about risk, reinvention, customer focus, remote culture and building technology that solves real problems. In this episode, we cover: – What Fleet Street taught James about sales, resilience and asking for the business – Why helping people buy is more…
6 Jul 2026 · 21 min
TWICM 203: Julia Linehan on PR, AI Search and Why Amplification Matters
Julia Linehan, Founder and CEO of The Digital Voice, joins That’s What I Call Marketing to discuss Cannes Lions, the changing role of PR, AI search, trusted sources and why amplification matters for marketers today. This episode explores how brands, agencies and marketing leaders need to think about discoverability in a world where search, AI, content and credibility are all changing at pace. In this episode, we cover: – Why The Digital Voice describes itself as an amplification partner, not a traditional PR agency – How AI search and LLMs are changing the value of trusted, published content…
29 Jun 2026 · 30 min
The Singles: The hot hits of June with The World Cup, Spotify, Brew Dog & The Lotto
In the latest episode of The Singles , Conor is joined by Ed Parkin and Bella Harrison from Tracksuit to dig into four marketing stories where the headlines only tell part of the story. The episode starts with the FIFA World Cup and what it could mean for soccer in the US. Major League Soccer still has a long way to go versus the NFL, NBA and MLB on awareness, but Tracksuit data shows consideration is already moving in the right direction. The conversation gets into younger audiences, affluent consumer skews, regional growth and why feeling “for people like me” matters so much in sports…
27 Jun 2026 · 6 min
The Cannes Sessions - TWICM X The Uncensored CMO
Jon Evans (Uncensored CMO) on Going Solo: Sponsorship, Podcasting as Networking & Cashflow Reality Conor Byrne chats with Jon Evans (Uncensored CMO) about leaving the CMO track to run his podcast full time, using sponsorship to fund the work and turning “being good at talking” into a career. Jon explains why podcasting is a powerful networking tool—CMOs often decline coffee but say yes to being a guest—and how it accelerates learning by speaking to experts weekly. He also shares the less glamorous surprises of working for yourself: contracts, running a business properly, cashflow, and the…
25 Jun 2026 · 29 min
The Cannes Sessions Day 4 - Daily Round Up 25/06/2026
In this episode of the Cannes Sessions, Conor Byrne takes us through another packed day on the Croisette, starting with the CMOs in the Spotlight session featuring Jill Kramer of Mastercard, Michelle Klein of Westpac, Manuel “Manolo” Arroyo of The Coca-Cola Company, and Suhayl Limbada CMO of KFC India. There were big themes running through the day: how legacy brands stay useful, why marketers need to understand the P&L, what happens when creativity meets commercial pressure, and why the best brands do not throw away their distinctive assets just because the world has changed. There is also a…
24 Jun 2026 · 21 min
The Cannes Sessions Day 3 - Daily Round Up 24/06/2026
Cannes Lions Day 3: Moloco CMO Paul Darcy on AI Disruption, Brand vs Performance + Festival Voices & Award Highlights On day three of the Cannes Lions Festival of Creativity, host Conor Byrne records The Cannes Sessions in partnership with The Digital Voice and interviews Paul Darcy, CMO of Moloco, fresh off an Adweek panel on how AI and LLM-driven consumer behavior are disrupting digital brands and acquisition channels. Darcy discusses the growing importance of brand as a signal to LLMs, the rising opportunity cost and measurement challenges of brand media versus increasingly optimized…
23 Jun 2026 · 24 min
The Cannes Sessions Day 2- Daily Round Up 23/06/2026
Cannes Lions 2026 Day 2: Google’s Paul Limbey on AI Transformation, LinkedIn Creators & Heineken’s Bronze Lion On day two at Cannes Lions 2026 (Tuesday, 23 June), host Conor Byrne recaps a busy schedule at Brand Tech Beach, including an interview with Natasha Wallace to be released later in the summer with The Digital Voice. He doorstops Google’s Paul Limbey, who warns against the “double shift” of giving top performers both day jobs and transformation work, highlights the rise of forward-deployed roles backed by major programs from Google Cloud, Anthropic and OpenAI, and explains his…
22 Jun 2026 · 22 min
The Cannes Sessions - Daily Round Up 22/06/2026
Cannes Lions 2026 Day 1: Young Lions Kickoff, AI Takes Over the Croisette & Early Winners On day one of Cannes Lions 2026, host Conor Byrne covers the Young Lions competition as teams prepare for a 24-hour brief, and shares highlights from meetings and sessions across the festival. He recaps a coffee catch-up with Karen Nelson-Field and plans to feature her on the podcast, then reports recurring Cannes themes around AI, including agentic AI in ad tech and the importance of transparency and human-in-the-loop control discussed by Limelight leaders. From Adweek House, he notes talks on moving…
15 Jun 2026 · 50 min
TWICM 195: LinkedIn's Ty Heath on why she will defend brand to the death
“I will defend brand to the death.” Ty Heath, Global Director of Thought Leadership at LinkedIn and Jury President for the B2B Creative category at Cannes Lions 2026, joins Conor Byrne on That’s What I Call Marketing for a conversation about B2B marketing, brand building, AI search, thought leadership, creativity and the future of buying decisions. Ty has helped shape some of the most influential thinking in modern B2B marketing through The B2B Institute at LinkedIn, including work on the 95/5 rule, brand and demand, buying committees, B2B creativity and the emotional nature of business…
8 Jun 2026 · 49 min
TWICM 194: Former Dove CMO Alessandro Manfredi on Why Marketing Is Losing It's Professionalism
Former Dove CMO Alessandro Manfredi joins That’s What I Call Marketing to discuss Dove Real Beauty, brand fundamentals, AI, creative effectiveness and why marketing may be losing some of its professionalism. Alessandro spent 28 years at Unilever and played a major role in the growth of Dove, one of the most famous examples of long-term brand building in modern marketing. In this conversation, he explains why Dove’s success was not built on purpose alone, but on product quality, emotional connection, research, innovation, communication architecture and strategic rigour. Thanks to the…
1 Jun 2026 · 49 min
TWICM 193: How Tourism Australia Became One of the World’s Strongest Brands
Tourism marketing often gets reduced to beautiful beaches, drone shots and generic aspiration. Susan Coghill has spent years proving that isn’t enough. In this episode of That’s What I Call Marketing, Conor sits down with the CMO of Tourism Australia to explore how one of the world’s most recognisable destination brands thinks about salience, creativity, distinctive assets and long-term brand building in an increasingly competitive global market. Susan shares the story behind Tourism Australia’s hugely successful “Come and Say G’Day” platform, why Ruby the Kangaroo became such a powerful…
S5 · E16 · 25 May 2026 · 41 min
TWICM 192: LinkedIn’s CMO on why Marketers Need a GM Mindset with Jessica Jensen
Jessica Jensen is the CMO of LinkedIn, but this conversation goes far beyond platform strategy or social media trends. In this episode of That’s What I Call Marketing, Jessica joins Conor Byrne for a deep conversation about what modern marketing leadership actually looks like inside one of the world’s biggest technology companies. From studying Japanese and living in Tokyo, to starting a business during the 2008 financial crisis, to leading global marketing teams across Silicon Valley, Jessica shares the experiences that shaped her approach to marketing, creativity, leadership and growth.…
S5 · E15 · 18 May 2026 · 41 min
TWICM 191: How a bank CMO builds trust with Laura Lynch
Banking is one of the hardest categories in marketing. Trust is fragile. Customer expectations are shaped by every app on their phone, not just other banks. And every interaction has the potential to redefine the relationship. In this episode of That’s What I Call Marketing, Conor Byrne sits down with Laura Lynch, CMO of Bank of Ireland , to explore what it actually means to build a modern banking brand in 2026. Laura takes us inside Bank of Ireland’s recent brand transformation, including the thinking behind the new “Right With You” platform, the role of customer experience in shaping…
11 May 2026 · 34 min
The Singles: The hot hits of May with Lucky Saint, Lego & Entertain or Die.
The Singles is back with Tracksuit, taking some of the biggest marketing stories in culture right now and putting them under a bit more pressure using real brand data. Because the interesting part is rarely just the campaign itself. It is what the campaign reveals about the category, the audience, and the way brands are trying to grow. In this episode, Conor Byrne is joined by Ed Parkin and Bella Harrison from Tracksuit to explore three very different examples of brands using culture, entertainment, and timing to build relevance. Lucky Saint shows how alcohol-free beer has moved far beyond…
S5 · E14 · 5 May 2026 · 39 min
S5Ep14: Personalisation is just good prediction with CEO James Taylor
We talk about personalisation as if it’s about the person. It isn’t. It’s about prediction.” That line sits at the centre of this conversation with James Taylor, CEO & Founder of A Particular Audience and once you hear it properly, it’s difficult to go back to how most marketing teams currently think about relevance. Because for years, personalisation has been framed as something close to one-to-one messaging. The idea that if we just had enough data, we could tailor every experience to the individual. It sounds right. It feels intuitive. And yet, in practice, it has largely disappointed.…

About That's What I Call Marketing

That's What I Call Marketing is a English business podcast from Conor Byrne. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Conor Byrne
Language: English
Category: Business
New episodes: Weekly
Typical length: 34 min
Latest episode: 7 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1615415427
Rights: Conor Byrne

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