Sleeping Barber - A Marketing Podcast

In this conversation, Marc Binkley and Vassilis discuss insights from their chat with Bob Park, focusing on brand management, the importance of data in marketing, and the evolving landscape of AI. They explore how to manage multiple brands effectively, the distinction between good and bad data, and the significance of sales as a key metric. The discussion also touches on the shift towards micro-moments in marketing and the future implications of AI in the industry. Enjoy the show! Our Guest: Bob Park: https://www.linkedin.com/in/bob-park-geappliances/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways * The weather can influence our mood and conversations. * Managing multiple brands requires a nuanced understanding of market dynamics. * Good data is essential for effective marketing strategies. * Sales metrics should be the primary focus for marketers. * The marketing landscape is shifting towards smaller, more frequent campaigns. * AI is rapidly evolving and will impact marketing roles significantly. * Understanding consumer behaviour is crucial for brand success. * Data should guide decision-making, but clarity on what is being measured is vital. * Collaboration across departments is essential for achieving sales goals. * The future of marketing will involve adapting to new technologies and consumer expectations. Chapters * 00:00 Sunny Beginnings and Weather Talk * 01:55 Insights from Bob Park: Managing Multiple Brands * 05:18 Data Distinctions: Good vs. Bad * 09:09 Sales as the Key Metric * 12:42 The Shift to Smaller Campaigns * 16:10 The Future of AI and Technology * 18:05 Reflections on the Conversation

In this episode of the Sleeping Baber podcast, we engage with Bob Park, formerly the Chief Brand Officer at GE Appliances. We explore the evolving role of brand management, the importance of data-driven decision-making, and the challenges of balancing short-term and long-term marketing strategies. Bob shares insights from the Cannes Changemaker series, emphasizing the need for consumer-centric approaches and the integration of AI in marketing. Our conversation highlights the significance of building relationships within the C-suite and adapting to new media strategies in a rapidly changing landscape. Our Guest: * Bob Park: https://www.linkedin.com/in/bob-park-geappliances/ Follow our updates here: ⁠⁠ * https://www.linkedin.com/company/sleeping-barber/⁠⁠ * https://www.sleepingbarber.ca Get in touch with our hosts: * Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ * Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways * The Chief Brand Officer role focuses on a house of brands approach. * Cannes Lions Festival provided valuable insights on marketing and technology. * Being a changemaker is essential in brand management. * Understanding consumer needs is key to effective marketing. * Data-driven decision-making is crucial for success. * There is a distinction between good and bad data. * Key metrics should guide marketing strategies. * Navigating data overload is a challenge for marketers. * Media strategies must evolve with changing consumer behaviour. * AI will play a significant role in the future of marketing. Chapters 00:00 Introduction to the Sleeping Baba Podcast 01:03 The Role of Chief Brand Officer 03:03 Insights from the Cannes Changemaker Series 05:49 Applying Change Maker Philosophy to Brand Management 08:56 Data-Driven Decision Making in Marketing 11:50 Key Performance Indicators and Market Share 14:51 Navigating Short-Term vs Long-Term Marketing Strategies 17:57 The Evolution of Media Strategies 21:10 Adapting to the Digital Landscape 24:07 Building Relationships with the C-Suite 26:48 Justifying Marketing Investments 30:03 The Future of Marketing and AI 33:03 Conclusion and Closing Remarks

In this episode, hosts Vassilis Douros and Marc Binkley discuss things that caught there eye over the last couple of weeks including the evolution of the creator economy, challenges in retail media measurement, the impact of AI on video advertising, and the transformation of performance marketing. They also analyze Ribena's nostalgic marketing campaign, highlighting the emotional connections brands can create with consumers. Enjoy the episode! Follow our updates here: ⁠⁠ * https://www.linkedin.com/company/sleeping-barber/⁠⁠ * https://www.sleepingbarber.ca Get in touch with our hosts: * Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ * Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Takeaways * The creator economy is seeing significant mergers and acquisitions, indicating a shift towards formalization. * Retail media networks are becoming increasingly fragmented, complicating measurement for advertisers. * AI is revolutionizing video advertising, allowing smaller brands to compete with larger companies. * Performance marketing needs to evolve from efficiency metrics to focus on consumer experience and connection. * Brands should prioritize creating meaningful experiences over just measurable outcomes. * The importance of breaking down silos between marketing teams to create cohesive consumer experiences. * Measurement should go beyond last-click metrics to include engagement and journey quality. * Ribena's campaign effectively taps into nostalgia, demonstrating the power of emotional connections in advertising. * The rise of AI tools is making video production more accessible for smaller brands. * Marketers need to rethink their strategies to adapt to changing consumer expectations and technological advancements. Chapters * 00:00 - Introduction * 00:53 - The Evolving Creator Economy * 04:29 - Retail Media Measurement Challenges * 08:27 - AI's Impact on Video Advertising * 12:19 - Innovative Marketing Strategies in Film * 15:55 - The Intersection of Film and Marketing * 17:12 - Evolving Performance Marketing to Experience Marketing * 21:51 - Redefining Success in Marketing * 25:24 - Nostalgia in Advertising: The Ribena Campaign Links: Creator Economy Mergers and Acquisitions Heating Up! Link: https://www.businessinsider.com/creator-economy-mergers-acquisitions-heating-up-startups-private-equity-media-2025-7 Brands demand better retail media measurement; retailers say it's not that easy; brands spend more anyway – latest IAB data Link: https://www.mi-3.com.au/16-07-2025/retail-media-partners-pile-brands-boost-investment-iab-report-pins-measurement-major GenAI Is Coming for Your Commercials Link: https://www.tvtechnology.com/news/nearly-90-percent-of-advertisers-will-use-gen-ai-to-build-video-ads-according-to-iab Brad Pitt’s F1 Movie Marketing: Full-Throttle Strategy Breakdown Link: https://www.brandvm.com/post/f1-movie-2025-marketing-strategy-brad-pitt The Marketing Moment Performance Marketing to Experience Engineering Link: https://thecma.ca/topic/articles/2025/06/10/from-performance-marketing-to-experience-marketing--engineering-meaningful-consumer-connections

In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem. We hope you enjoy this show! Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Chapters 00:00 - Post-Cannes Reflections 01:38 - The Tension Between Data and Media 04:52 - Long-Term Campaign Strategies 09:12 - Redefining Campaigns 10:33 - The Hum and the Beats of Marketing 12:21 - The Power of AI in Marketing 14:55 - The Evolution of Cannes Festival

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising. The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies. We hope you enjoy the show! Our Guest: David Tiltman Chief Content Officer, WARC; SVP Content, LIONS Intelligence https://www.linkedin.com/in/david-tiltman-5a2a6614/ Follow our updates here: ⁠⁠ https://www.linkedin.com/company/sleeping-barber/⁠⁠ https://www.sleepingbarber.ca Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Episode Takeaways: * Cannes Lions has evolved significantly since 2008, becoming a major global marketing event. * The festival includes both a core event and a vibrant fringe, offering diverse experiences. * Creativity must be linked to commercial effectiveness in today's marketing landscape. * The rise of AI is reshaping how marketers approach creativity and effectiveness. * Craftsmanship in marketing is essential and cannot be easily automated. * The American marketing landscape is sophisticated but has its challenges. * The Multiplier Effect highlights the importance of effective marketing strategies. * Marketers need to communicate effectiveness in relatable terms to a broader audience. * The tension between best practices and market trends is a significant challenge. * Lions Intelligence aims to provide valuable insights and tools for marketers. Chapters 00:00 - Introduction 00:58 - The Evolution of Cannes Festival 03:48 - Experiencing the Fringe and Spontaneity 05:55 - Making Effectiveness Entertaining 07:54 - Balancing Creativity and Effectiveness 09:45 - The Shift in Festival Programming 11:48 - The Multiplier Effect and Industry Response 14:24 - Emerging Trends and Frameworks 16:10 - The Evolving Landscape of Marketing Practices 18:40 - Navigating the Creator Economy and Brand Recognition 21:30 - The Craft of Marketing: Balancing Creativity and Consistency 22:46 - American Marketing: Insights and Challenges 27:34 - Introducing Lions Intelligence: A New Era in Marketing Research