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Kevin Kent heads up Marketing and Consumer Sales at Laya Healthcare, one of Ireland’s three (current) healthcare providers, which recently won the prestigious 'Marketing Team of the Year' award. Kevin provides a the background to Laya Healthcare, from ts beginnings as Bupa, its evolution into Quinn Healthcare, and ultimately, its establishment as Laya Healthcare in 2012. Kevin shares insights into the highly competitive Irish health insurance market and discusses the strong customer focus that is at the core of the Laya culture. We discuss the importance of internal education and creating an inclusive team culture where every member's contribution is valued and how that has helped the marketing team achieve the team of the year accolade. Kevin outlines the milestone achievements and strategic shifts that have contributed to Laya’s success, including a critical focus on long-term marketing strategies, building distinctive brand assets, and ensuring consistent brand messaging. He reflects on the importance of maintaining organisational and marketing discipline, even as they stay open to innovations and new market entrants. We discuss where to next, how you keep a winning team engaged and motivated and retain the top talent that you have created. Kevin’s passion for marketing and commitment to fostering a positive team environment shine through, making this a compelling listen for anyone interested in marketing strategy and award winning team management.

00:19 Background & evolution of Laya Healthcare

05:22 Living by Values at Laya

08:10 Marketing Strategy and Team Development

16:41 Building a World-Class Marketing Team

23:35 Reflecting on Past Work and Learning from Others

24:11 Team Values and Behaviours

26:16 Focusing on Growth and Simplifying Efforts

27:41 Challenges in the Insurance Category

29:23 Consistency and Evolution in Marketing

31:49 Celebrating Success and Looking Forward

34:53 Continuous Learning and Development

39:46 Adapting to Change and Staying Grounded

42:48 Passion for Marketing and Team Development

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This is a 2 part episode with two wonderful guests.

PART ONE

First up is the brilliant Karen Nelson-Field, I had such a laugh recording this with Karen, as you will see throughout. We cover a lot, media measurement, human data, and the rapid transition to machine-based data, the day measurement 'died,' the importance of human-first data and aligning AI models with human behaviour, the nuances of brand attention, emotional impact in advertising, and the convergence of significant industry changes. Phew! We also talk about the Karen’s upcoming WARC course, 'Mastering Media Effectiveness,' and of course Karen’s hotly anticipated new book The Attention Economy: A Category Blueprint - which is on pre-order here https://www.amplifiedintelligence.com.au/category-blueprint/

PART TWO

Up next is Karandeep Kapany from Duolingo, I met Karan at the end of the week and when we met we both sort of exhaled with exhaustion. As you will hear in this episode I had the pleasure of having India as a market on my team when I had a global marketing role. I was fascinated to hear how Karan navigates local marketing of a global brand in a market as complex as India. In this episode, we delve into the complexities and strategies behind Duolingo’s growth in the Indian market. Karan shares insights on the vast linguistic and cultural diversity of India and we chat about how Duolingo adapts its campaigns for different regions, the importance of local insights, and the role of influencers and social media in their marketing efforts and why taking risks and pushing boundaries is crucial for brand success in a multi-faceted market like India.

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Well for many my guest today needs no introduction, he is the outspoken marketing professor, no it's not Scott Galloway, it is the one and only Mark Ritson. We talk about something I hadn’t heard Mark talk much about in other podcasts, his early interest in marketing and his experiences with global brands. As we are at Cannes we talk about Cannes and Mark criticises the overemphasis on creativity, we hit on Marks view about the decline of American marketing education, the importance of market orientation and the misconceptions around brand purpose. We debate the role of pre-testing, the challenges small brands face, and the future of AI in marketing. To wrap up, Mark shares humorous and meaningful advice for young marketers. And along the way he has a pop and a good few things, John Legend, Creativity, Liquid Death and Muppets! If you are passionate about marketing and looking to gain insights from one of the industry's leading experts, this is an episode for you. The Cannes Sessions are brought to you by Freedman International. There is occasional strong language used in this episode so please be advised.

00:33 Journey into Marketing

01:16 Academic and Consulting Career

02:03 Global Marketing Experiences

03:38 Challenges in Marketing

04:51 Critique of Modern Marketing Practices

07:47 The Role of Creativity in Marketing

14:30 Consumer Orientation and Market Research

22:11 The Importance of Learning and Education in Marketing

26:21 Consumer Brand Perception

26:40 Creative Awards Critique

27:59 Pretesting in Marketing

29:43 Challenges for Small Brands

34:29 Retail Media and Legalized Blackmail

36:26 Consulting and Career Reflections

41:18 AI in Marketing

45:53 Final Thoughts and Advice

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In this engaging episode of 'That's What I Call Marketing,' I meet Chidi Achara and delve into his journey in the advertising and marketing world. The discussion kicks off with Chidi reflecting on his foundational years at renowned advertising agencies like Gray and BBH, where he learned valuable lessons about strategic thinking, creative storytelling, and relationship management. These skills were put to use while managing the Levi's account globally and contributing to the establishment of BBH New York. We cover Chidi’s shift to the client side with Nike, where he led a creative team to relaunch the iconic Cole Haan brand, aiming to attract a younger demographic. This diverse background culminated in Chidi landing into his current role as Chief Product Officer at Huge, where he focuses on integrating AI and technology to create 'intelligent experiences' that are highly personalised and conversational. The episode also touches on maintaining long-term client relationships, the shift toward outcome-based agency models, and the critical role of visionary leadership. The episode also touches on the Chidi’s involvement with Charity Water, an organisation I am a huge fan of since my time in non profits, and we discuss their commitment to leveraging technology for transparency and impactful communication in the nonprofit sector. Throughout the discussion, themes of innovation, client-agency relationships, and the future of digital marketing are explored, making it a must-listen for anyone interested in the evolving landscape of advertising and technology. The Cannes Sessions are brought to you by Freedman International

00:17 Early Career and Advertising Foundations

04:26 Transition to Nike and Brand Repositioning

06:18 In-House Creative Teams and Retail Challenges

09:45 Global Marketing Strategies at Simon

13:39 Joining Huge and Embracing AI

25:40 Outcome-Based Agency Value

27:31 Client Collaboration and Data Integration

29:00 Early Involvement of Data Scientists

29:52 Innovative Digital Experiences

32:52 Visionary Leadership and Team Focus

37:42 Building Long-Term Client Relationships

43:20 Board Role at Charity Water

45:32 Conclusion and Final Thoughts

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Welcome to the third episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will take a look at evolving world of communications and how Legacy Communications are shaping the future. In Episode Three of this 3 part series, host Conor Byrne discusses the opportunities Sports Sponsorship provides to brands by meeting with 3 brands at very different stages of their sponsorship journey. The panel includes Amy O'Shaughnessy from Energia, Phil Green from PTSB, Mary McGuire from Legacy Communications, and Jason Delany from Staycity Aparthotels. Each brings unique insights from their roles and industries, sharing how sports sponsorship helps address business challenges, build brand equity, and engage communities.

Amy discusses how Energia has utilised their rugby partnerships to establish trust and differentiate themselves in the competitive energy market. Phil from PTSB shares their strategy behind sponsoring the Irish Olympic and Paralympic teams, focusing on humanity and modernising their brand. Jason explains the rationale behind StayCity's recent five-year sponsorship deal with Dublin GAA, aiming to educate the market about their aparthotel model and connect with local communities.

The episode discusses the importance of aligning sponsorship with brand values and the evolving relationship between brands and rights holders. The panellists dive into the intricacies of sponsorship activation, how to measure its impact effectively, and the vital role of athlete engagement.

This episode is packed with rich insights for marketing professionals contemplating or currently engaged in sports sponsorship, providing a comprehensive guide to navigating this dynamic space. Don't forget to catch up on the previous episodes of the series, featuring in-depth discussions on building an agency and the power of creativity in the field. Tune in and discover how to build a lasting legacy through strategic and impactful sports sponsorship.

03:41 Business Challenges and Sponsorship Strategies

17:43 Activating Sponsorships Effectively

26:45 Building Strong Relationships with Rights Holders

29:08 The Importance of Communication

29:16 Navigating Complex Sponsorship Deals

33:34 Engaging with Sports Talent

40:29 Measuring Sponsorship Impact

47:56 Starting the Sponsorship Conversation

Meet the Guests

• Phil Greene, Sponsorship Manager with PTSB. Leading out on the Bank’s sponsorship portfolio, including their flagship sponsorship of the Irish Olympic and Paralympic teams, as well as partnerships like the Ideal Home Show and the Guaranteed Irish Business Awards.
• Amy O'Shaugnessy is Head of Brand at Energia Group. Energia is heavily invested in the world of rugby as the Official Energy Partner of both the IRFU and Leinster Rugby, headline sponsor of the Energia All Ireland League and with naming rights at Energia Park.
• Jason Delany, Director of Brand, Product and Marketing at Staycity Aparthotels who has most recently negotiated and led out on one of the most talked about sports sponsorships in the country, that is with Dublin GAA, which was signed on a five year deal in November of last year.
• Mary McGuire, Head of Sponsorship at Legacy Communications who while working together with these three great brands also works across a wide range of sponsorships within the industry from sport, culture, entertainment and media for her clients within the agency.

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What was top of the marketing charts in June 2024? Explore how brands activated around major sports events like Euro 2024 and Copa America, including standout campaigns from Paddy Power, Iron Brew, KFC, and others. Get insights into the creative strategies behind successful ad campaigns, such as KFC’s 'Believe in Chicken' and the emotional 'Hey Jude' for the English football team. Also, hear about some marketing mishaps and the latest trends in advertising, from innovative strategies to humorous takes on current issues. This episode is packed with marketing wisdom, Cannes Lions Festival highlights, and exclusive previews of upcoming podcast episodes featuring industry giants.

00:32 Sports Marketing Extravaganza

01:42 Creative Campaigns and Brand Strategies

04:56 KFC's Bold New Direction

06:21 Cannes Lions Festival Insights

08:01 Exploring London Ads and Fast Fashion Critique

10:39 Podcast Highlights and Upcoming Episodes

11:46 What have we missed?

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Todays guest is Colin Westcott Pitt, Global Chief Brand Officer with Glanbia Performance Nutrition. And today we are talking about building a ONE Billion Dollar Global Brand. Colin has a background in working in global alcohol brands and we chat about that and about his time working on Dos Equis which at the time had the brilliant Most Interesting man in the world campaign, so we chat about that and how that field of marketing has changed and evolved.

8 years Colin moved to Glanbia, an Irish global nutrition group with operations in 32 countries. It has leading market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Glanbia products are sold or distributed in over 130 countries. In their Performance Nutrition they have a portfolio of about 9 brands indluding hugely successful Optimum Nutrition which Glanbia acquired in 2008 and achieved over 1.1 Billion in revenue in 2023.

Colin highlights key moments of success for Optimum Nutrition, notably its expansion into online and broader retail distribution. We discuss the new partnership with the McLaren Formula One team, which focuses on the importance of nutrition for both drivers and pit crews. We delve into a topic I have a keen interest in and something that Diplomat helps brands figure out and that is the complexities of managing a global brand. Colin underscores the vital role of investing in local talent and nurturing a collaborative culture within the organization to drive brand success.

In the episode we also address the challenges of measuring marketing effectiveness, especially in the digital age, the potential of AI to revolutionize content creation and media planning, and the importance of aligning marketing strategies with business goals to ensure they contribute to revenue growth and profitability. The discussion rounds off with advice for aspiring marketers, focusing on the need for cross-functional exposure, active listening, and a strong understanding of consumer behavior.

01:15 The Dos Equis Campaign

04:33 Industry Changes and Adaptation

06:19 Transition to Glanbia

12:25 Optimum Nutrition's Success Story

19:19 Partnership with McLaren F1

23:35 Balancing Global and Local Branding

28:56 Investing in Local Talent

29:52 Learning from Mistakes and Experimentation

31:50 Valuing Brand in Business Strategy

33:48 Conversations with the C-Suite

34:42 Marketing Metrics and Business Goals

37:38 Adapting to Technological Changes

40:18 Maintaining Market Leadership

42:13 Skills for Future Marketers

Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency

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