Shiny New Object

ClassPass Acquisition Marketing Manager Beril Aydingor Yunusoglu shares why mindset is her shiny new object. In a world where we have too much choice and AI is prevalent in the creative process, she advocates for balance and authenticity. Learn how to adopt these, connect the human dots that AI can miss, and go beyond the data to understand context and nuance.

Julie Pender, the UK Creative Content Manager at Havana Club UK, Pernod Ricard, joins us to discuss the future of data-driven marketing, the essence of alcohol marketing, insights from Simon Sinek's 'Start with Why', the importance of navigating data-driven insights, and the power of community in marketing. Julie shares her experiences and strategies in building a community around the brand, emphasising the significance of genuine relationships and understanding consumer behavior.    

What does ChatGPT have to do with launching a jewelry brand? Richard Lee, Google's Global Head of Marketing, Games and Media & Entertainment Industries,  unpacks how AI is reshaping marketing, particularly by using text to code with AI.  Learn how he's getting it to help create complex workflows, brand mood boards, or a newsletter. And how to ensure there is still quality human input into it all. 

AI is opening doors for data driven marketing, but can be a Pandora's box if not used carefully in the healthcare industry.  Hernando Ruiz-Jimenez is Chief Marketing and Communications Officer at Geisinger Health, where he's experimenting with AI agents and pilots to see how he can make the most of healthcare data while protecting customers' privacy and being respectful of their particular conditions.  Learn about great marketing books, understanding the basics, and trial and error with AI in healthcare marketing. 

You'll always be more productive if you're happy where you work. Jayne Andrews, Marketing Director at Fentimans Ltd, believes in creating high performing and happy teams; in other words, "teams that are productive for the right reasons," where people can be themselves and put their best foot forward. While this is Jayne's shiny new object, she also shares her belief in how data and creativity come together to make marketing magic. And she tells us about how she "killed her career" during Covid! Tune in to get top data driven marketing tips and valuable life lessons in one episode.

"If you don't focus on retention, you're filling up a bucket with holes. You celebrate all these acquisition numbers, but your funnel is actually leaking and you don't know it." Splendid Uchehcukwu, Growth Marketer at GoCardless, warns that retention is more important (and more overlooked) in data driven marketing than we may think. On the latest podcast episode, she shares her top tips for retaining new customers, changing focus, and developing a marketing career.

Is data the end-all be-all of marketing? Or should marketers trust their instincts more, finding the courage to make decisions that don't always hide behind dashboards? Francesco Federico, CMO at S&P Global, talks about the push and pull of data and instinct in today's marketing, on the latest podcast episode. We then dissect his shiny new object: agentic AI. Is it truly new? How does agentic AI differ from simply using a tool? And how will it alter the future of marketing? Tune in to find out. 

"Even if people are distracted by Slack or an SMS message, when they look back at your slide they can zoom in and see quickly what they're supposed to digest." In an era of ever decreasing attention spans, marketers should focus not just on how to keep their consumers interested, but also on how to make it easy for their peers and stakeholders to digest their data. Drew Hampton, Head of Performance Marketing at Varo Bank, gives us a masterclass on how to use and communicate data effectively to get ahead. Tune in to learn some of his key tips. 

"Show up, do good work, find joy." That's Izzy's mantra, and he explains why it's helped him through a long and varied career on the latest episode of the Shiny New Object podcast. Tune in to hear how the VP of Growth at Zopa Bank applies Zopanomics to identify the profitable customers in fintech, why he thinks most people's mindset is holding them back in data driven marketing, and much more. 

How will AI search change data driven marketing and the way consumers interact with brands? On this special Cannes edition of the podcast, we welcome two guests: Anastasia Leng, CEO and Founder of CreativeX, and Thorsten Schapmann, Global Media Director at Beiersdorf. They've both chosen AI search as their shiny new object and we explore its intricacies and challenges. We also talk about new beliefs and behaviours and their top data driven marketing tips. 

Danilo Tauro, Managing Partner at Aperiam and Senior Advisor at McKinsey & Company, shares his view of how AI agents will shape the future of data driven marketing. We also talk about the risks of paralysis by analysis, why marketers need to just get started and iterate along the way, and how students should adopt P&G's PIE method for their career progression. 

Anyone can start a brand overnight, but how do you make it work and last? Brett Marchand, CEO of Plus Company, has picked the democratisation of brands as his shiny new object. In this episode, we talk about how the barriers have lowered when it comes to brand building, but how it's still as tough as ever to create meaningful marketing around it. Plus, find out how to come back after losing it all and some top data driven marketing tips.

Mat Thomas, Senior Manager of Brand Strategy at Lexus UK, discusses talks about the importance of data-driven marketing and continuous improvement. He shares why he finds Rory Sutherland's "Alchemy" influential, stressing the value of understanding psychology and consumer behaviour. And he explains Lexus's kaizen approach, focusing on continuous improvement through data-driven decisions - Mat's shiny new object. 

The power of stillness. That's the topic of this episode and the shiny new object chosen by Christine Maguire, Global Vice President, Commercial Business at Tripadvisor. Tune in to hear how Christine finds clarity and focus through stillness, as well as her top data driven marketing tips.

Emily Keller-Logan, Director of Global Marketing Strategy and Experience at Coursera, talks about how she uses AI agents to improve marketing effectiveness, while giving us her top data driven marketing tips. Focus on qualitative context to complement your data, and ensure it's answering relevant business questions. Hear all the details on the podcast.   

Marketing is changing: where we were trying to avoid bot traffic before, we're now increasingly having to optimise for AI and agentic systems instead. But, soon everyone's content will be similar, and it's where the human element will set us free, according to Katherine Freeley, Head of Media at Boehringer Ingelheim. Katherine comes back to the podcast five years since her last appearance, sharing why we should use AI to super charge our human capabilities and reflecting on how marketing has and will continue to change. 

Why are brands primarily advertising to young people when over 44% of purchasing power sits with GenX and Baby Boomers? Ageism is Christiana Courtright's shiny new object, and she explains why you're leaving serious money on the table by not targeting ads correctly and in an audience relevant way. Listen to our latest guest, Head of Digital Netherlands at Edelman, to get more top data driven marketing tips. 

Is using AI in social media content production and analysis cheating, or is it being smart and adding a human touch to make it authentic? Paola Rosciano, Social Media Manager at Remote, explains why AI in social media marketing is her shiny new object, as long as it's being used right. Find out how she sees AI tools changing the marketing landscape and listen to her top tips for better time management and getting more out of your data. 

Marketing and warfare can be similar, according to our latest guest Filip De Groeve, a Keynote Speaker, Pharmacist by training and Marketing Leader throughout his career. On the podcast, Filip shares his experience as former Marketing Director Benelux for Coloplast, his top data driven marketing tips, and why marketers need to find the story to connect with consumers.

Data driven marketing is just like sport for Nikita Kucheryavy - you need to train it, you need to have the right warm-up, and you have to develop good technique to get the most out of it. In this episode, he also shares the benefits of having pursued an international career within Mars Petcare, and tells us why he's picked retail media as a shiny new object.