Shiny New Object

This week we speak to Conor Byrne who work on developing Indeed.com in emerging markets, namely EMEA, Australia, India, SEA, Brazil and Mexico. He gives us some top marketing tips including how to be remarkable and shares his Shiny New Object: iterative ideation. Find out why agencies and clients should work closer together and how better communication between them can save time and money and deliver better marketing. 

Søren tells us why all brands should see themselves as subscription businesses.  #Innovation #DigitalMarketing #Technology #Future #Marketing #SocialMarketing #SocialNetworking #AdvertisingandMarketing  

As the Senior Consumer Insights Manager at Danone, Travis Gordon helps the marketing teams make decisions oriented around the consumer, with product research and innovation, as well as advertising and communication tactics. Through his work, he's come across his Shiny New Object: neurological research, where consumers are tested for their reactions to brands and the resonance these have with them, directly by monitoring their neurological reactions. Find out more on this latest episode of the Shiny New Object podcast.

For Duarte Garrido, values are the key element that will drive consumer intent with the new generations. The Head of Social Media at Coca-Cola HBC says brands need to start communicating their core values to appeal to new consumers and profits will follow. Listen to Duarte's top marketing tips, why he loves learning from podcasts, and how he sees value-driven marketing develop into the future of the industry.

Austin Roebuck has always been a fan of Coca-Cola, from growing up with Coke memorabilia collected by his father to then falling in love with marketing and managing to combine these two passions in his current role.  He believes the future of marketing is inextricably linked with ESG - environment, societ and governance, and what brands do to become more sustainable. The question is how they capitalise on their efforts, in what ways they communicate them, and how they create a unique proposition based on storytelling and true brand ethos. Listen to Austin talk about why ESG is his Shiny New Object and give us some top marketing tips in the latest podcast episode.

Narsingh Dixit is the Digital Growth Marketing Manager at Unilever, while also teaching digital marketing to young as well as experienced professionals, at BrainStation.  Narsingh has focused on marketing throughout his career, but going out of his way to diversify the industries and the approaches he's taken. This has allowed him to get a holistic view of what it takes to run a business, understand and respond to an audience, and always look to evolve your brand. His Shiny New Object is personalisationm along with its many benefits to businesses when it's done right. Listen to Narsingh talk about the importance of personalisation and all his other marketing tips in our latest podcast episode. 

Aleena Mansoor is the Brand Director for luxury skincare brand SK-II at Procter & Gamble. Throughout her career, she's found the importance of deep thinking time and carving this out in her diary, which is something she fully advises we all do in order to better consider what we're working on. Her Shiny New Object is also about considering your advertising at a deeper level. Although it's not new, it's authentic storytelling - i.e. stories based on real emotions and that connect with people in a high-quality way.

She may have "the most confusing job title in the world" but Jo Crawford is on a mission to move big corporate entities closer to creating a community online. Whether this means dabbling in the metaverse or not is a different question! As you'll see in the latest podcast episode, the metaverse is one of Jo's latest big questions.  Her Shiny New Object is community marketing, learning from small businesses and influencer brands and trying to get closer to the consumer.

A scientist who spent 9 years in management consulting with McKinsey, Jeremy King loves using data to make decisions. The sheer number of businesses who rely on guess work and fail their product launches convinced him to start Attest - a consumer research platform dedicated to provided continuous insights to help brands have great marketing. Jeremy's Shiny New Object is his passion - education, as in schooling. He invests time and energy in supporting primary schools elevate themselves to high achieving levels, to develop great talent. Listen to his top marketing tips on the latest episode of the podcast.

Marisol Saona is the Senior Brand Manager for Finish in Spain, where she brings a wealth of experience that began on the graduate scheme at Tesco and spans multiple brands and industries. This experience has taught Marisol about the importance of balancing performance, image and exposure (the PIE model), as well as the importance of continually studying and developing in the world of marketing. This is why her Shiny New Object is the Marketing Week MBA in Brand Management. Hear more details from Marisol herself in our latest podcast.

Pranay has 15+ years of experience in marketing across the world in companies like UL, Kraft Heinz, GSK consumer, Kimberly Clark consumer and ITC, India’s largest FMCG company. His philosophy has been about using fit to purpose technology as an enabler to provide marketing systems that deliver on ROI. This has helped me ramp up marketing capability efficiently.

Charles Steinmyller is the Senior Brand Manager for Tampax in Europe, working to reconcile consumer interests and expectations in a diverse market with many different cultural influences. This is why he strongly believes in a consumer centric approach to marketing, which starts with "being the comsumer."  His Shiny New Object is the circular economy and how it can be used in marketing to set an example for other brands. Listen to his views and more on the latest podcast episode.

Digital marketing has a bad reputation because ads are seen as an interruption, a incessant disruption in consumers' lives. What can brands do to change this? This is the question asked by our latest guest, Nathalie Bojkow, Senior Team Head Global E-commerce | Digital Marketing & Business Development, Growth Markets, at the PUMA Group. Find out how Nathalie proposes that brands refocus on people to make better marketing, in the latest podcast episode.

Sara Master looks after all things e-commerce for Constellation Brands, ensuring that consumers find their products online. However, she's not always set out to do this - her initial studies were in teaching! As Sara puts it, she realised that if she can persuade students to read Hamlet, surely she can persuade people looking for alcohol to buy a specific brand. But that's not all: Sara's approach is all about finding a value exchange for consumers - that's her Shiny New Object. Find out what value brands can bring to consumers and how to move away from disruption and be more consumer led, in this latest episode of the podcast.

In her role at Bravissimo, Julie Austin looks after the e-commerce and marketing for the brand in the UK and the US. Her approach to marketing is all about creating positive friction, i.e. an affinity with the brand that increases customer stickiness, lifts the retention and makes them come back as they are reassured about the brand's bespoke treatment of their needs. Listen to why Julie thinks friction is good for brands, as well as to her top marketing tips for students and for seasoned marketers.

As Marketing & Innovation Director for the DACH area in the Plant-Based division of Danone, Patrick focuses on combining commercial acumen with purpose and sustainability. This is the next big challenge for all brands according to him. Environmental, social and governance (ESG) has become a must-have element on brands' radars, but how can they make these concepts into products consumers can relate to? Find out Patrick's view and more in our latest episode.

Elizabeth Windram's career spans some amazing brands: she "ended up in marketing" after starting in finance and investment from business school, then went on to lead brands such as Barefoot Wines and JetBlue Airways. Elizabeth loves marketing books, so tune in to listen to some great recommendations from her. She also doesn't believe in Shiny New Objects! So, this episode is about being wary of new trends, testing them and finding out how they work for your core programme.

A computer engineering graduate with a passion for digital transformation and innovation, Fatima Baz is currently the Digital Innovation Manager in North Africa, Gulf and the Middle East for Unilever. She believes in the crucial power of innovation and AI in business and marketing, her Shiny New Object.  Listen to Fatima talk about how to harness the power of AI and what brands can do to make sure their AI works best for their marketing efforts. 

Sarah DaVanzo's title as VP, Consumer & Market Insights & Foresight (Futures & Cultural Intelligence), at L'Oréal Groupe USA, sounds impressive, but doesn't even begin to express the complexity and diversity of her activities. A "superforecaster" well versed in gathering insights and conveying data visually to then determine the future, Sarah talked to us about her exciting projects including Insight Alchemy and Curious Futures, and explained why her Shiny New Object is strategic imagination and applied curiosity. Listen to Sarah's top marketing tips and learn all about how to harness the full power of applied curiosity, in the latest episode. 

As Head of Pulse at draftLine Europe, Anheuser-Busch InBev's in-house creative agency, Jack Calderwood focuses on social and digital, spotting unplanned opportunities for their brands in Europe. These include exciting beers such as Corona, Budweiser and Stella Artois, and extend to new marketing experiments such as including digital assets in the metaverse and allowing consumers to interact with them. Find out why the metaverse is Jack's Shiny New Object, how AB InBev are tapping into its potential now, and what brands can do to seize its current and future value.