On the latest podcast episode, Philipp Schuster talks about bringing his agency and procurement background to build meaningful and innovative marketing partnerships at Bayer. This is his shiny new object, which he likens to "getting better if you play against a better team" and sees as supporting growth on both agencies' and clients' side. Learn mo…

Marketers tend to forget a key element of the job - we are marketing to humans, whose purchasing decisions are often irrational. Moreover, data driven marketing doesn't succeed as long as we're not aware of our own biases. On the Shiny New Object podcast this week, we talk rationality vs bias, mistakes vs responsibility, and product led vs marketin…

Data driven marketing lacks luster without the addition of qualitative research, according to Virginia Barnes, Interim Brand, Sponsorship and Retail Marketing manager at Standard Life UK. On the latest podcast episode, Virginia shares why the real magic happens when you step away from the spreadsheets and talk to actual humans. Listen to her top ma…

When technology is used to create unique immersive experiences, it can be a powerful engine to your end-to-end marketing funnel, according to Lisa Delaney of Cathay Pacific. The Regional Head of Marketing and Lifestyle Europe talks to us about Cathay's return to the limelight through a 2023 campaign, her favourite book to boost creativity, and her …

In the latest instalment of the Shiny New Object podcast, we talk about the potential of end-to-end generative AI in marketing, including its benefits and concerns about maintaining human control, empathy, and creativity. Our guest is Phil Clark, Senior Director, Digital Marketing & Media at Canada Goose. Tune in to get his top data driven marketin…

OPPO loves new talent and, in this episode of the Shiny New Object podcast, we find out about their Creators' Lab where new content creators can get their big break. Monica Narvarz, Digital Media Manager, is passionate about nourishing talent and giving those just starting out that boost of confidence, but also financial support, to make something …

The latest guest on the Shiny New Object is Steve Seddon, CMO of the Ice Travel Group and long-time travel marketer. He shares his top advice for students looking to break into the industry regardless of their background, why researching & knowing your customers and your product remain the best ways to succeed, and why the brand and performance sid…

On the latest Shiny New Object podcast, hear from URBN Director of Marketing, Free People Europe, John Sadeghipoor. He sees 3D worlds as the future of marketing thanks to the value of immersive experiences backed up by developing technology. We also discuss his career evolution vs work/life balance and mental health and learn about how data is pure…

How is Zillow revolutionising home buying using AR and new tech like the Apple Vision Pro? Why is unplugging better than being always on? And why should all marketers keep their data scientists around the table at all steps in the creative process? Find out all these answers and more in the latest episode of the Shiny New Object Podcast, featuring …

On this latest episode of the Shiny New Object podcast, explore how marketers can maximise the value of data through strategic use of customer data platforms. Constantin Hourmouzis, Senior Manager | Data Driven Marketing at PwC Germany, shares best practices for CDP implementation and insights into how leading companies are transforming their marke…

Leandro Chique, Marketing Director - Strategic Adjacencies at Philips, sees the development of AI and technology in data driven marketing as a huge opportunity for improving consumer health. His Shiny New Object is all about using data to scale and drive consumer or patient engagement, to drive healthy behaviour changes that will improve people's w…

Our latest guest on the Shiny New Object Podcast, Brett Richardson, is the Director of Media and Marketing at Chobani, where he works closely with retailers across the US to optimise media investment for the brand. This is why his shiny new object is retail media, thanks to the insights and advertising opportunities it can provide. Get his data dri…

Find out how data-driven marketers can effectively measure marketing impact and brand growth in B2B environments through behavioral insights, networking with customers, and defining strategic and tactical key performance indicators. Valmet's Mikko Vesterinen also shares how he's using data and behavioral science responsibly in marketing and gives u…

Bayer's Global Head of Data Driven Marketing Emre Acikel discusses how integrating creative and media analytics has improved marketing campaign effectiveness at Bayer by up to 15% by revealing which creatives and audiences perform best. He also explains how connecting creatives to campaign data through an AI tool provided valuable insights, while a…

Christina Rapsomanikis is a digital growth leader who's worked across CPG, luxury businesses, and now leads the Digital and e-commerce arm of Mars Pet Nutrition. In this latest episode of the Shiny New Object Podcast, she shares her favorite marketing book, the importance of psychological safety, link chaining journeys and the practice of foundatio…

Find out about the importance of staying concise and driving your point home with confidence from Idil Cakim, Senior Vice President, Research and Insights, at Audacy. Her Shiny New Object is the connection between creative and sonic elements and performance metrics. She's been learning what makes meaningful content that drives audience reactions in…

Aligning sales and marketing objectives and data exchanges seems a no brainer, yet so many organisations simply don't do it, says Patrick Janssen, Cisco's Partner Marketing Manager. It's why he's picked it as his shiny new object. Tune in to learn more about alignment and its benefits for data driven marketing, plus hear extra tips for unlocking cr…

For Bimbo Bakeries' Senior Director of Media, Analytics and Content, AI continues to be a shiny new object especially when it comes to brainstorming and to content creation on a budget. On the latest podcast episode, Marie Fallon talks about how brands with low budgets can have better access to repurposing or expanding content, why human interventi…

What do street names have to do with marketing planning? How do TV drama characters inspire marketing strategies? And how does Just Eat try to get closer to their consumers? Find out all this and more, including top data driven marketing tips and career advice for students, from the latest episode of the Shiny New Object podcast, featuring Jeremy N…

Mark Sandys' career with Diageo started in 1997 and has taken him around the world, working in the brand's marketing and commercial areas all this time. Today, he is the Chief Innovation Officer, shaping the future of the way that people socialise. His Shiny New Object is Diageo's very own Distilled report - a trend report looking at the evolution …

Ever wondered by B2B marketing seems to be left behind when it comes to technological innovation, a "poor cousin" of B2C marketing? The tide is turning, according to Uber for Business' Victoria Kerr, who sees data driven marketing becoming more exciting and consumer-driven. On the latest episode of the Shiny New Object Podcast, find out about the B…

On the latest Shiny New Object Podcast episode, Natalia Horvath, Former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, gives us a history of channel marketing to today's newest approach - channel-less marketing. Natalia believes marketers need to understand touchpoints first, then build their approach to their au…

On the latest episode we talk to CMO of Asahi Europe & International, Grant McKenzie, who shares why he's also embraced AI as his Shiny New Object. His focus is on how AI can help marketers be better and more profound, leaving the day-to-day jobs aside. Find out why international assignments have enriched Grant's understanding of consumers and the …

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…

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 Com…

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-…

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 Shi…

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,…

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 …

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 thi…

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 op…

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 wi…

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 a…

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 …

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 eat…

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 Mos…

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 effectiven…

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 …

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…

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. Fin…

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 …

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 the…

When it comes to expanding the reach of your marketing plan, Spotify's Ed Couchman thinks it's time to prioritise audio. The Head of Sales for UK & Northern Europe tells us why we're going through an audio revolution and how much more impact marketers can have by reaching their audiences in this way. His Shiny New Object is Spotify's "Sonic Science…

Bausch + Lomb’s Director for Consumer Marketing, Tatyana Jones, is no stranger to the complexities of CPG marketing in today’s noisy landscape. That’s why her shiny new object is simplicity - in particular, doing the common, uncommonly well. Find out how to pare down your marketing strategy and boost creative effectiveness in the latest episode of …

The latest podcast episode features Jen Tanner, Marketing Director at Accenture, talking about why a solid marketing strategy brief can become a game changer for B2B marketers. Listen to Jen’s top tips, find out what new behaviour has changed the way she interacts with colleagues, and learn how to optimise the marketing strategy brief to back up ne…

In the latest episode we dive into what makes successful marketing when using AI - automation with human curation, according to our guest Jeric Griffin, Performance Marketing Manager at Mars Petcare. Find out why extreme automation kills the quality of your marketing outputs, how to avoid this with human curation, and a key difference for creative …

What makes a creative marketer and how can companies become more open to creative thinking through a combination of structure and confidence? In this episode of the Shiny New Object podcast, Svetla Pavlova, Performance Marketing Manager at Epsilon, shares the PAGES framework to foster creative thinking. Find out why PAGES can make anyone more creat…

With a career spanning everything from graphic design to user experience to SEO, paid social, and now B2B marketing, Kristin Sinclair is fascinated by how AI opens up possibilities in for B2B marketers to better target their dream consumers. On the latest episode of the Shiny New Object Podcast, TÜV SÜD's Performance Marketing Manager talks about h…

How does Uber optimise the success of their adverts on the app? It's all about context and attention, as Paul Wright shares on the latest episode of the Shiny New Object Podcast. Advertising is too complex these days, while good brands get through to consumers by keeping it simple. Find out why Paul's shiny new object is context and attention - a b…