Shiny New Object

While some insights pros prefer to float on the surface of data, Tina Tonielli is unafraid to take a deep dive. On the latest episode of the Shiny New Object podcast, Haleon's US and North American Lead, Consumer and Business Insights and Analytics, shares how she swims laps in raw data sources to uncover hidden insights. Tune in to hear Tina's top tips on balancing automated and manual analysis, using AI as a supercharged curiosity booster, and far-sighted planning to stay ahead of future trends. And yes, a lot of swimming metaphors.

Having access to data is key to making good marketing decisions, but Nendra van Wielink-Mohamed knows that not all data collected can be useful, and not all useful data can be or is collected in an organisation. So, what are her top data driven marketing tips and why is her Shiny New Object... the avoidance of shiny new objects? The Kraft Heinz Company's Associate Director, GCOE Global Media, tells us that we need to start with getting our house in order, have a rigorous data collection method and governance, before looking at new tech that can enhance the basics. Find out more on this latest podcast episode. 

The latest episode Shiny New Object podcast looks at the future of data-driven marketing with Anna Estlund, Senior Director of Insight and Strategy at Pernod Ricard.  Anna shares her innovative approach to navigating the complexities of marketing effectiveness through the lens of her "Creative Compass." Discover how her strategy simplifies decision-making, cuts through data overload, and hones in on actionable insights. Perfect for marketers seeking to elevate their strategies, this episode unpacks the art of saying no to excessive data and the power of focused insights. 

How does therapy improve your work life balance and can we even call it that - or is it simply, life balance? Listen to Giovanni Puppo, Head of E-Commerce Media Europe at LIPTON and Adjunct Professor at the POLIMI Graduate School of Management, talk about how his attitude to work & life has changed to make him a better data driven marketer. His Shiny New Object is ChatGPT - "the super smart and underpaid assistant that everyone wanted". Find out how Gio uses it for data driven marketing and why you shouldn't rely on it for data analysis or trip planning.

For marketers, the pursuit of profit and short-term gains can leave you without a continuous growth opportunity and stump the longevity of your business. This is why David Khoshpasand, Amazon Performance Marketing Manager at Hasbro, swears by the framework of three horizons described in the book The Alchemy of Growth by Mehrdad Baghai, Steve Coley, and David White. For the first time on the podcast, a guest's shiny new object is a book. Find out what it teaches data driven marketers, why the 3 horizons are a game changer in today's world, and how David uses this approach with his media decisions.  

You may be tempted to think that DTC is nothing new in marketing and sales, but Jabra's Paul Robinson has picked it as his Shiny New Object due to the way in which DTC logistics have advanced, how much important consumer insight can be gained from it, and how it's grown quietly until it combined with the COVID-period online shopping boom to become a force to be reckoned with. In our first podcast of 2024, tune in to hear how data driven marketing can benefit from DTC - both as a channel and as a source of inspiration and insights. 

Adding sound to your online ad will make it more difficult to skip - and that's essential in today's world, where consumers are overwhelmed with huge amounts of information. "Would you scroll past this ad at 10.30pm at night?" is Rishi Mulgund's barometer for seeing whether an ad has what it takes to grip attention and deliver on investment.  In this latest episode of the Shiny New Object Podcast, Haleon's Performance Marketing Director focuses on how data driven marketing can gain from sound and audio. Tune in to hear why marketers need to use themselves as tests for whether their ads are gripping enough and to learn how audio can make a huge difference to an industry that's become too used to optimising with sound off.

On this latest podcast looking at the future of data driven marketing, we discuss how the industry can better tap into the potential of neurodiversity. Cate McVeigh, European Senior Marketing Analytics Manager at Mars, recounts her experience progressing through the industry while having dual ADHD and shares her learnings and tips for seeing the opportunities that neurodiverse people bring to the table. Plus, find out her top data driven marketing tip!

Grettel Clark, Senior Performance Marketing Specialist at Ottobock, firmly believes that TikTok is king among the digital marketing platforms brand can grow on these days. There's a unique, more direct connection that brands can make with their target audience on the platform. It's also a place where you must be genuine or your marketing efforts will fail. On the latest episode of the Shiny New Object Podcast, we find out why TikTok is so crucial to marketing performance, why marketers aren't taking advantage of it as they should, and how to get started on it. 

What if the outcome of relying on more automation and AI tools meant that advertising and marketing could return to an era of "big ideas"? It's the question asked by our latest podcast guest, Qaiser Bachani, Consumer Experience Lead, Europe & Global Brands, at Mondelēz International. Find out how he sees the big idea filtering through every brand activity, why being led by ideas means that all the day-to-day marketing becomes easier to manage, and more top tips, in the latest episode. 

Rebecca McCowan, Design Lead at the Coca-Cola Company, believes in slow design and long-term thinking when it comes to branding. In the latest Shiny New Object podcast episode, she tells us how design often solves business problems and why slow design increases creative effectiveness by building coherence and consistency for your brand. Plus, hear the secrets behind the Coca-Cola Christmas!

In the latest episode, Jill Cress, Chief Marketing and Experience Officer at H&R Block, talks about the importance of truly knowing and committing to one's audience for marketing effectiveness. We get her top tips on data driven marketing and hear how she wants to be remembered and what advice she'd give a student about getting into the industry. 

How can marketers measure the effectiveness of their messages? Using neuroscience, says Sorin Patilinet, Mars' Senior Director for Marketing Effectiveness and owner of the Marketing Engineer blog.  On the latest podcast episode, find out why neuro marketing is Sorin's Shiny New Object and how he applies it at Mars. Plus, hear about an annual "ad eaters" festival, Sorin's top marketing tips, and why blogging was the best investment he made during Covid. 

How are marketers geared up to tackle the busiest commercial quarter of the year? With Q4 fast approaching, over one third of marketers still don't optimise their creative in-flight. It's the equivalent of playing football and never changing your team during the match, even when they're doing poorly, warn Automated Creative's Amy Wright and Dan Moseley. On this special episode of the Shiny New Object Podcast, Amy and Dan share their research into how brands can optimise creative effectiveness in Q4 and beyond. It's an urgent wake-up call with actionable tips and learnings from working with the likes of Brown-Forman and Mars, among others. Listen to their stats and advice and sign up for the webinar on 28th September to get all the insights: https://live.remo.co/e/compounding-creative-effectivene/register

On this special episode recorded live at MAD//Fest 2023, Gerry D'Angelo talks about the excitement of marketers around generative AI. He gives advice on approaching it with cautious optimism and learning from past mistakes when it comes to jumping on the latest innovation. But he also balances that with all the possibilities for creative effectiveness and performance advertising. Listen to Gerry's top tips for incorporating Generative AI in your marketing plan and hear some advice for new starters and for experienced marketers alike, on this latest podcast episode.

What makes a successful marketing leader to Gen Z in a constantly changing environment? According to Saurabh Patel, Group Chief Marketing Officer at IHH Healthcare, it's all about displaying servant leadership - his Shiny New Object. On the latest podcast episode, Saurabh explains why active listening and empathy develop successful teams and gives his top tips about how managers can embrace this approach. He also tells us why obsessing about the consumer is not a tired trope and shares the importance of getting sales experience for good marketers. 

What do you do when you have no in-flight entertainment, but still want to reach out to consumers and build loyalty and brand recognition? You set up a branded podcast, would be Shaaf Tauqeer's advice. The easyJet Audience and Martech Manager is relying on his learnings about audience attention and building trust in a safe environment for his Shiny New Object. He tells us how he plans to build the easyJet podcast, as well as what his top marketing tips are, in the latest episode.

Creating a strong marketing team goes beyond specialising in one field, says AT&T's Zach Doty. In fact, on the latest episode of the Shiny New Object podcast, he tells us why the popular talent development concept of T-shaped talent is ineffective. Instead, Zach advocates for becoming Pi-shaped and surrounding yourself with people who are, too. Find out what that means, hear some top marketing and SEO tips, and learn about Zach's career progression!

In this bonus podcast episode, we talk to a gaming advertising expert: Meta's Tim Lion. For his Shiny New Object, Tim tells us why marketers have been overlooking a huge opportunity when it comes to gaming, especially the mobile audience. Find out why gamers are an ideal target market thanks to their diversity and addressability, and hear top tips for marketers looking to advance their career, on the latest podcast out now.

Perfect is the enemy of good and, on the latest episode of the Shiny New Object Podcast, Brian Costello of General Motors explains how marketers can use this principle with generative AI to increase creative effectiveness. Brian's shiny new object is generative AI because it allows advertisers to work at scale, generating multiple iterations of their creative work, testing, and perfecting what works. It's also the way to reduce "busy work" and allow you to focus on the work that matters. Listen to Brian talk about the right mindset to reap the benefits of AI for B2B marketing, as well as some of his top tips for new starters in the industry.