Shiny New Object - a Marketing Podcast (Tom Ollerton)

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 Beverly Jackson, Vice President of Brand and Product Marketing at Zillow

“No matter how you understand your content, your users will tell you how well you don’t understand it” this quote is from Andy Hunt, Manager, Digital Innovation Lab at the Hershey Company - this week on the #ShinyNewObject podcast.

Andy is making innovation happen at Hershey with his own hands - telling us that “I build things.” His advice to those getting into the innovation game is that we should learn to make things ourselves - “all the tools are out there.”

But it’s not all nuts and bolts for Andy. He is adamant that the role of the innovation person is to make technology “relatable”. Talking about innovation is not enough. His view is that “PowerPoint decks don’t do it - we are in a show and tell environment.”

Andy’s shiny new object is ‘AI for Internal Comms’ and Hershey have explored this through voice and chatbots. These projects have taught him not to assume how his audience thinks. He tells us that “you can’t schedule enough user testing periods.”

Andy’s innovation mission at Hershey’s is create a “deeper connection with consumers” by looking at technology that is two to four years out.

I loved hearing that “innovation is a company wide initiative” at the Hershey Company and maybe that’s why it’s been around for one hundred and twenty years.

Andy is a dude. This interview was a treat. Enjoy.

This interview with Richard Bowden is a provocative call to the industry to get Voice Tech to live up to its potential.

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.

Being a good marketer is easy when things go well and people buy products. But, according to John, it's when things are tough that you have the opportunity to become great.

How can marketers turn everyday challenges into opportunities and what's on the mind of the CMO of Therabody amongst what he deems to be the "great chaos" of today's marketing landscape? John Solomon tells us how to "read the environment," what is top marketing tip is, and why buying a Theragun turned out to be a life-changing decision. 

Alexa Lombardo, Fractional CMO, Consultant & Strategic Advisor with a career background at the Estée Lauder companies, Bobbi Brown, Tom Ford, and Unilever, among others, shares her top data driven marketing tips on the Shiny New Object Podcast - including how not to overly rely on data without qualitative analysis!

How can brands get more real customer feedback and understand culture better? By getting out of the office, which Alexa explains how to do through the use of AI. Let your GPT assistants streamline tasks and free up time for more meaningful work. Find out how on the full podcast.

At WW (formerly Weight Watchers), Wesley Boas is the Head of Consumer Products - Strategy, Innovation & Marketing and works to elevate the brand and its products to help members throughout their health journey. With a lengthy career in consumer packaged goods (CPG) started at Unilever, Wesley’s Shiny New Object is the shift to online shopping, especially the significant uptake seen in recent months during the Covid-19 pandemic.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative

Subscribe to the Shiny New Object on iTunes here

Or listen to it on Spotify

Listen to previous episodes here

How does a trapeze artist find stories in consumer data? On the latest podcast episode, we speak to Caitlin Dodd, Director of Marketing, Specialty Hair Care at Church & Dwight, who shares her shiny new object as storytelling with data, but in a different way than you might expect...

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. 

Learn about agencies as pirate ships, storytelling from movie sets to the world of Gen AI, and why human is premium - from our latest guest, Tom Fenwick-Smith, Senior In House Creative at Three UK.

We discuss the importance of humanity and empathy in data driven marketing and we hear about some really interesting projects Tom's been behind in his varied career. 

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 the audio world and she shares her insights with us on the latest podcast episode. 

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative.

www.automatedcreative.net/podcasts

Our latest guest, Irina Finerman, has a varied background in entertainment, having worked for MTV, NBC News, and Showtime, but also in fintech. Her shiny new object is influencer marketing and the creator economy, included as part of a broad mix of data driven marketing approaches to offer creative, authentic content for target audiences. 

Kieran Foley heads up the Partnerships and Licensing department at Danone, headquartered in New York and looking after all major programmes the company runs with NBC Universal, Disney, the NFL, but also charities and more. His career covers exciting sports sponsorship programmes as well as the creation of a cricket league called the CPL T20 which is now second in the world.

Kieran's Shiny New Object is the growth potential of women's sport, which has shot up after the pandemic and reflects the change in attitudes and interests across both genders in society. Brands have a huge opportunity to be part of a relevant and exciting movement, with stronger touchpoints and interactivity with consumers.

Listen to Kieran talk about cricket leagues, learning from local cultures and more in our latest podcast episode.

In this week's podcast, we explore the evolution of purpose driven marketing with Genpact's Assistant Vice President for Marketing and Communications, Kavita Yadav.

This is Kavita's Shiny New Object in a wold of evolved marketing. She believes consumers no longer buy based on features and price. Instead, brands need to understand what value they bring to society and capitalise on that in their marketing. Purpose driven marketing is the way to differentiate yourself, to create loyalty, and to continue to thrive. But, of course, it needs to be authentic.

Find out what purpose driven marketing means to Kavita, how she deals with being overwhelmed, and what her top marketing tip is for those new to the industry. 

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative.

“Women having kids is a problem in the industry” - this quote comes from Maria Cadbury founder of We Are Spring this week on the Shiny New Object podcast.

By her own admission, her “biggest work f*ck up” has been to have three children. Her employers have not been “as reasonable as they needed to be.” Each time she had a child she’s had to “fight to get the train back on the rails.” Maria’s story of grit and determination in the face of unsupportive bosses is important listening for employers and employees alike.

Maria’s Shiny New Object is Influencer Marketing. It was a relief not to hear the word ‘authentic’ mentioned once and to get an inside view of how she marries technology and influencers.

She tells us how she uses tech to asses the right fit of an influencer (and their followers) for a brand. And the code doesn’t stop there. Maria’s team use a fraud calculator to report on the likely amount of bot activity in the engagement a post receives. With 94% of CMOs saying influencer fraud is an issue - it’s good to see suppliers putting up some guard rails. She concedes that even though bots ramping up engagement scores is an issue, Influencers are a much better bet when it comes to brand safety. Your influencer post may get a few click farms headed your way - but your pouting genzedder is less likely to be putting your ad next to child trafficking content than your display/Youtube content is.

Maria's most recommended books:

Flip It: How to get the best out of everything by Michael Heppell

Oversubscribed - How to Get People Lining Up to Do Business with You by Daniel Priestley

Subscribe to the Shiny New Object on iTunes here

Or listen to it on Spotify

Listen to previous episodes here

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

“We need to get pissed before we open up, this is terrible for creativity” this quote comes from Marc Lewis, Dean at the School of Communication Arts - this week on the Shiny New Object podcast.

Marc is a maverick and true creative innovator who admits that “our school is often described as a cult”. In this interview Marc reveals the tools and techniques he uses to train the next generation of ad creatives. He tells us that “poetry, improv and mindfulness releases people” and reveals his excel spreadsheet technique for creating better ideas.

His shiny new object is “hacking flow”. Marc’s definition of flow “is where accelerated learning takes place” and that “the expectation of an education designer should be to get students in ‘flow’ most of the time.”

There is also a weird, special guest appearance that gives this episode an improvised and unusual twist - but I’ll let you work this out for yourself.

Thanks Marc, the industry owes you big time.

“The internet is a representation of humanity and advertising funds the internet...so what are we (brands) then funding?”

This quote comes from my conversation with Jerry Daykin EMEA Media Director for GSK and Jake Dubbins MD/Co-Founder of Media Bounty and Co-Chair of the Conscious Advertising Network.

The podcast discusses the arrival of ‘Conscious Advertising.’ In short, it matters where brands spend their money. There are repercussions for us all, not just for your end of quarter results.

Brands need to realise that the money they spend on advertising is an “investment in the internet” - and what kind of internet do they want it to be? Unfortunately for some the days of pumping up media agency spreadsheets with eye-wobbling performance scores with no thought to where those impressions came from are over. Brands can often be inadvertently funding terrorism, child trafficking/porn or far-right politics, not to mention serving ads that can barely be viewed or not even seen at all.

The good news is that there is positive action we can take. The first is to join forces with the Conscious Advertising Network which aims to advise brands and their agencies on how to make the media spend do the right thing.

They encourage brands to ask their agencies ‘where did this campaign run exactly?’ and 'do you have a list of approved sites to advertise against?' And if your agency comes back with a section in their report called “other” - maybe more questions need to be asked. Brands and their agencies need to have a discussion about the quality of the placement vs the quantity of placements. Purely delivering scale at a low cost brings problems but the higher cost placement should indicate a better audience.

It’s not all fluffy niceness about good intentions either. The BBC have started ‘doorstepping’ brands that are casual with their media buys and exposing those who fund the worst of the internet. Nothing is going to take the shine off your target smashing end of a quarter spreadsheet like a visit from the beeb.

You can get onboard with the movement here - https://www.consciousadnetwork.com

This week’s episode is sponsored by the superhumans at https://khoros.com/

Subscribe to the Shiny New Object Podcast on iTunes here

Or listen to it on Spotify

Listen to previous episodes here

What purpose drives your marketing team? And how is it aligned to the broader organisation's goals? How often do you review it? Purpose in marketing is Liam Branaghan's shiny new object. On the podcast, we discuss how brands can use it as a North Star to inform strategy and successful implementation. Tune in to listen to Uber's Performance Marketing Strategy Lead for Delivery across EMEA share his top tips. 

Your marketing instincts do get better with age, argues Caroline Cockell, the Marketing Director at Student Roost and our latest guest on the Shiny New Object podcast. Caroline tells us why data driven marketers need to listen to their gut, back it up with data where possible, or turn it into hypotheses and test it where the data doesn't yet stack up. Marketing is both a science and an art and she shows us how to embrace both sides to get results.

In this latest episode, we talk to Zyania Orozco, former Senior Brand Marketing Manager at Oppo in LATAM. Discover how Zyania is blending the worlds of luxury marketing and technology to drive innovation and customer loyalty. 

'Shiny New Object' is a podcast about the future of marketing.

Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye.

Host: Tom Ollerton, Founder of Automated Creative.

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!

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative

Have you ever considered how paternity leave could make men better marketers? Becoming a new dad has transformed Riley Dunn, Brand Manager for Dove Men+Care at Unilever, showing him the importance of being grounded in human nature and spending time at home during his paternity leave. Taking a step back and thinking of the long game are all benefits of being able to enjoy this time, as well as triggers to do marketing differently.

As the Senior Director and Category Head of P&G ISC Feminine Care, Chetna Soni oversees a team focused on marketing for feminine care products across the Indian subcontinent. Her work is closely interwoven with a campaign to keep girls in school in India, which links to her Shiny New Object: purpose-led brand building. Combining a vocation for being a force for good with a brand’s marketing work is key to driving societal changes, according to Chetna.

This week on the podcast, we cover Benni Lickfett's career from day 1 at a start-up to Global Head of Digital Innovation at Diageo. Benni's top marketing tips include focusing on the essentials, taking a look at the big picture and having empathy in advertising.

His Shiny New Object is the unfulfilled promise of crowd wisdom and crowdsourcing. Listen to the full episode to find out why that's the case and what brands can do to tap into the hive mind resource.

As the Interim Head of Ecommerce Middle East for the PUMA group, Roy Wentzel is currently focusing on building the brand's presence in the region, starting in the UAE and working towards launching in Saudi Arabia.

Beyond a very long and illustrious career in e-commerce, Roy is an advocate of progress when it comes to the development of websites for brands' shops and consumer experience. His Shiny New Object is headless e-commerce, a new way to design e-commerce beyond the traditional back and front-end connected by a lot of code.

Listen to Roy talk about how e-commerce makes websites more flexible, more consumer friendly and easier to find through Google, as well as about the potential downsides of headless e-commerce, on this latest episode of the podcast. 

As Country Manager for the UK at Waze, Ru Roberts drives customer engagement with the ever-popular app and looks for ways to use advertising revenue to fuel innovation. It’s no wonder that his Shiny New Object is an innovative partnership: the Waze celebrity co-pilot, turning well-known voices into driving guides on Britain’s roads.

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of www.automatedcreative.net

Explore the future of data driven marketing with in a Shiny New Object Podcast interview with Di Gallo, Director of Marketing Modernisation and Innovation at CIBC. Discover Di's insights on the importance of social commerce and how brands can become better data-driven marketers by learning from social media and modifying customer journeys on their websites.

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye.

Host: Tom Ollerton, Founder of Automated Creative

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 effectiveness: automation vs. optimisation.

Hear how Mars works with Automated Creative to improve creative effectiveness and find out Jeric’s top marketing tip and his best investment so far.

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. 

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 foundation and transformation as a basis for successful data driven marketing.  

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.

How can B2B marketers - specifically in med tech - improve their insights collection and better understand their audiences? In this episode, our guest Alejandra Ramirez Giles, 

“NBCUniversal are a household name no one has ever heard of” this quote comes from Paul Rushforth their director of Advanced Technology - this week on the #ShinyNewObject podcast.

Paul talks with passion about useless tech he can’t say ‘no’ to and how he’s happy to fail because it’s the best way to learn.

His mission is to help people understand complex technology so that they can apply it in their roles and he’s got the scars to prove it.

We take a stroll around a Voice Tech led utopia where talking fridges solve all first world problems.

Paul is a gent and an entertaining one at that.

NBCUniversal / Paul Rushforth Director of Advanced Technology / Voice Tech

On the latest podcast episode, we speak to Citi AVP - Marketing, Varun Ravichandran about experiential ecommerce - a unique recipe that blends product, emotion, innovation and technology.

Find out how to run consumers into active members of your brand story, and create immersive experiences that connect better with your audience. And learn how to deal with overwhelm by imagining your inbox is like a cupboard full of scary ghosts!

Learn all of Varun's top marketing tips on the Shiny New Object podcast.

Jon Mew CEO IAB UK

‘We jump five steps ahead when it comes to tech - instead of using the basics’ this quote comes from Jon Mew CEO at IAB UK this week on the Shiny New Object Podcast.

Jon is a progressive and brave leader who isn’t afraid to experiment with new ways of leading his organisation. He makes the interesting point that businesses talk about collaboration, freedom and choice yet we tell employees where to sit, which computer and even which pen to use. This says to people ‘you are stupid’.

He shares his views on investing in training, coaching and counselling, believing that the most effective leaders have a focus on this. It’s reassuring that the IAB is doing this. After all it has a responsibility to lead the industry and if it’s own leaders aren’t on top form - what hope do we have?

When people join the IAB he insists that they ‘don’t go native’ - he hires people because of their different views - not because he wants them to adopt the IAB’s. However, he concedes that “getting the culture right is incredibly difficult to do.”

Jon’s #ShinyNewObject is ‘Voice Discoverability’ - this means making sure your brand is findable when consumers are using voice search on Siri/Echo/Home etc. He quotes @Comscore who state that in the near future 50% of all search will be on Voice. His view is that ‘being the first brand in a search result is now even more important.

Check out previous episodes here 

Subscribe to the Shiny New Object on iTunes here

Subscribe to the Shiny New Object on iTunes here

Or listen to it on Spotify

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.

How can brands find a competitive advantage in a world where shiny new objects distract us? Should we go back to analog marketing? Or is there a way to combine traditional media and the metaverse?

Simon Peel is the VP of Global Media at Haleon. In the latest episode of the podcast, he talks about the importance of traditional media thinking, his favourite marketing books, and his top advice to new marketers, including how to keep messaging simple and "behave like a human."

All episodes here - https://automatedcreative.net/shiny-new-object-marketing-innovation-podcast

This week's guest is a marketing expert in the insurance and finance industries, having racked up experience in house at brands like Comparethemarket.com, William Russell, and now Experian - where she is the Product Marketing & Proposition Lead.

Eka Vankova's Shiny New Object is AI and machine learning in the product marketing process. How can machine learning models help marketers with customer segmentation and personalisation? For Eka, understanding customers is the keystone to good marketing, so AI and ML can accelerate this process for her, helping her create more targeted campaigns and tailor product offerings to specific customer needs.

Find out who does this well already, how Eka sees the future of product marketing powered by AI, and what her other top marketing tips are, on this week's podcast.

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. 

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 marketing tips, ideas about AI & creativity, and more.

David Byrne is the Brand Marketing Lead at Aviva, where he is responsible for above the line campaigns. In his career, he's worked for the likes of Diageo, BT, the BBC, start-ups and his own photography studio.

David's Shiny New Object is Non Fungible Tokens aka NFTs, for their ability to keep you learning and refreshing the brain, and thus marketers' way of thinking.

We talk about favourite marketing books, dealing with overwhelm, and staying curious to keep progressing in this brand new episode.

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative

www.automatedcreative.net

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative.

When it comes to branding, perception is reality according to our latest guest, Falak Jalil. We're also talking about the future of marketing and how brands can stay locally relevant to boost their customer engagement. 

Listen to Falak's top marketing tips, her favourite books and her advice for brands to get closer to customers in this latest episode.

The Director of Go-to-Market Strategy for The North Face, Jennifer Mohammed has been working in DTC (direct-to-consumer) for about 16 years, gathering a wealth of experience with brands like Puma, Guess, the Arcadia Group and The North Face.

Her Shiny New Object is remote working, as a massive benefit to organisations as well as employees. Jen believes that remote working has enabled brands to access a wider pool of talent, and has also given workers more autonomy. Going forward, the winning combination should be leaving employees to make the decisions about how they work.

Listen to Jen give her top marketing advice and tell us why she loves remote working.

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!

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative

www.automatedcreative.net

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative

For Anna, the most exciting new development in marketing is the world of virtual goods.

As we spend larger proportions of our lives in the virtual space, the opportunities for creators and for brands in that area increase exponentially. With a market set to grow to $500 bn in the next five years, how can brands play a role in virtual goods and whose role is it to drive their creation?

Listen to Anna give us her views on the future of marketing virtual goods, and more, on the latest episode of the podcast.

Do you want to get elevated brand engagement, but feel like you're not getting the results you want? What is the connection between outward engagement with consumers and inward engagement with the people who work for your brand? And how has the pandemic changed the way we think about and engage with brands? 

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 marketing led growth with Karix Director Product and Solutions Marketing, Shafique Gajdhar. 

A good marketer can pretty much manipulate the data to make their campaign look good, but you can't fake a great product or a great consumer experience.

That's why, according to Daniel Mark Carr, you need to look for data outside the dashboard to really understand what works and what doesn't with your target audience. On our latest podcast episode, Daniel shows us how to do that, how to start saying no to the right things, and how to get ahead in data driven marketing with 3 top tips. 

"I encourage my team to have side projects, it makes you better at your job." This quote comes from Mark Evans, Marketing Director at the Direct Line Group on the #ShinyNewObject podcast. Thanks to @MADFestLondon for organising this.

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative www.automatedcreative.net

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 intervention is still essential, and how to truly delve into data analysis to get the right answers for your brand. 

In this interview we talk about how brands need to not get seduced by all the shiny new objects and focus on making their existing channels and consumer touchpoints work more effectively together.

Wendy talks about how educating people is one of the most important ways of making technology work - and that includes the CEO. There’s advice for managing up, thinking big and acting small.

Here's a link to the IAB report Wendy mentions..

https://www.iab.com/insights/the-rise-of-the-21st-century-brand-economy/

“I had a love affair with radio from an early age”

There’s not many people who know more about voice tech than James - this episode will get you up to speed on all things voice based. If you agree with James that “voice is the first line of defence for most businesses” and you’re a brand experimenting in voice - there’s a lot to learn from this man.

James Poulter is the recently departed Head of Emerging Platforms and Partnerships @Lego. It’s been a while since I recorded this podcast and since then James has announced the launch of Vixen Labs a Voice strategy, experience and marketing.

Good luck to him.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye.

Host: Tom Ollerton, Founder of Automated Creative

Seb talks about balancing curiosity in new marketing tech whilst honing the skill of being a marketer. He tells us how we should stay focussed on the big picture and how Unilever employs a 80/15/5 model when it comes to Shiny New Objects. The discussion looks in detail at the world of D2C and how brands can win or get started in this space.

Sally Bos has been working at Hexagon for 25 years, holding different roles and always enjoying the teams and projects she's been associated with. Today she is the Executive Marketing & SDR Director EMIA in Hexagon's Asset Lifecycle Intelligence division, and she believes that her longevity in the company is linked to the teams she's been surrounded by. 

The key to marketing success for Sally has been all about openness to change - creating that team environment that supports new ideas and challenges, and surrounding herself with the people that share this mindset.

Sally's Shiny New Object is therefore making people adaptive to change. Listen to how she proposes to do that, as well as her top marketing tips, on the latest episode.

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 more about this new model and get Philipp's top data driven marketing tips, including why we need to keep putting ourselves in uncomfortable situations. 

“We’re on a path to tech slavery” this quote comes from my conversation with Toby Daniels Co-founder & CEO at Crowdcentric Founder & Executive Director at Social Media Week.

https://automatedcreative.net/podcasts/

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.

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 B2B push & pull approach, the future of marketing with a twist, and how creativity is changing the way brands interact with clients and with end consumers. 

“When I take risks they are positive, even if they fail” this quote comes from Seb Bardin the Head of Digital at Sony Mobile Europe - this week on the #ShinyNewObject podcast.

This interview is is a teaser ahead of Seb’s presentation at MadFestLondon.com on the 28th of November. Seb is successful marketer but one of his secrets is that he’s a keen gamer. Despite holding an influential role he plays every night from 10pm at night to 1am in the morning - and he still gets up at 6am to be the first in the office.

Trust in his agency and trust in his team is central to Seb’s work. This belief has taken him from Shell to Symantec to Sony and he tells us “every morning I’m happy to go to work”.

Shout outs to @jerrydaykin @DanBrain @madfestlondon @Tonoir @HelloMrMatthew  

Pre-podcast drinks were sponsored by London’s most lovable strategic comms agency bluestripemedia.co.uk and @AndyOakes

#innovation #tech #google #marketing #advertising #AI #artificial #intelligence #brands #comms #agencies #creativity #strategy #voice #data

Our latest guest is from Louis Vuitton Mexico and shares her approach to a winning prep strategy that she runs every month with her team. Priscila Lopez is the Digital & E-commerce Manager for Louis Vuitton and her shiny new object is a monthly digital preparation for winners that avoids working in silos and helps make data driven decisions across the business. 

Graham Brown knows about podcasting. He's thought about it more than most and this conversation helps make sense of podcasting's role in marketing but also in contemporary culture. 

Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative.

Rebecca Dibb-Simkin is the Global Director of Product & Marketing at the Octopus Energy Group, combining the origination of products with the marketing and having an end-to-end experience of the energy contracts the brand offers consumers. Without having planned a marketing career from the very beginning, Rebecca moved into the industry after having been seduced by an Ogilvy graduate scheme ad. She then became quite critical of what marketing is, shaped a different sort of role, and now her Shiny New Object is “all marketing jargon should go in room 101.”

Listen to why that's the case in our first episode of 2022!

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 top tips for making the most out of data in marketing. 

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. 

In this week's Shiny New Object podcast, Jennsen Fung, the EVP of Digital Marketing at EF Education First, discusses his passion project: Next Generation User Acquisition. Jennsen explains how adding data science and behavioural science elements to user acquisition can give organisations a competitive edge by enabling them to make more informed and faster decisions, have more accurate attribution and prediction capabilities, and access features that don't natively exist on platforms like Facebook and Google Ads. Jennsen also talks about the role of machine learning in classification tasks and the importance of data quality and governance. If you're interested in the future of marketing and advertising, don't miss this episode!

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.

What can marketers learn from Brad Pitt's scouting strategy in the movie Moneyball? How can you prevent digging yourself into a hole making mistakes as a junior in advertising? And what does cooking have to do with good digital strategies?

Listen to JJ Foan, Head of Digital Marketing, Europe, at OPPO, give us all the answers and find out why he stands by Moneyball marketing as his Shiny New Object in the latest episode.

Imagine if someone could tell you in detail about how consumers use digital in any market all over the world - well Simon Kemp is your man.

Each year he produces the Global Digital Overview which brings together 10s of 1000s of datapoints into 5000 slides. This podcast is a top level overview of the most exciting insights from a truly unique piece of work.

https://datareportal.com/reports/digital-2019-global-digital-overview

@mrtomollerton

Wondering always wins the day in data driven marketing, says Frederique Bazin, Head of Retail Marketing at SimpliSafe. She tells us why being different helps you stand out in the industry, and more importantly, why that requires a genuine curiosity mindset. Find out how to cultivate it, how to look for it as an employer, and more top marketing tips in this latest episode. 

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. 

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton Founder of Automated Creative.

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.

Anders Holvøe, Director of Marketing & Digital at Danish telecom company Telenor, talks about the benefits of taking a step back and breathing before jumping in to solve a problem.

His Shiny New Object is breaking down organisational silos, especially in the context of brands trying to succeed in the digital transformation. 

Listen to Anders' top marketing tips and his vision about the future of marketing in the latest podcast episode.

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 audience from there. We're beyond channels and platforms and we learn how to make this a success in data driven marketing.

Tune in to get her top tips for furthering a marketing career and hear why we need to stay culturally unbiased while remembering we're talking to humans, too. 

PepsiCo's Eric Melis thinks there's never been a better time to be in marketing as brands are focused more than ever on truly understanding consumers and their passion points. He attributes PepsiCo's success to tapping into the intersection of passion points (his shiny new object) to really connect with audiences on the basis of their interests. He also shares data driven marketing tips about putting progress before perfection, being curious and proactive, and sticking with brand messages (consistency pays off). 

'Shiny New Object' is a podcast about the future of marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of Automated Creative