SBP 108: Touchdowns & Turnovers: Super Bowl Ads Rated. With Vanessa Chin.
Sleeping Barber - A Marketing Podcast
Release Date: 02/13/2025
SBP 135: Consumer First, Data Always. Post Pod Discussion
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: ...
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SBP 134: Consumer First, Data Always. With Bob Park.
Sleeping Barber - A Marketing Podcast
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...
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SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025
Sleeping Barber - A Marketing Podcast
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: ...
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SBP132: Beyond Cannes: Post Pod Discussion.
Sleeping Barber - A Marketing Podcast
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: ...
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SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman.
Sleeping Barber - A Marketing Podcast
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...
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SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.
Sleeping Barber - A Marketing Podcast
In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon.
Each topic highlights the evolving landscape of marketing and the importance of adapting strategies t
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SBP 130: Zombie Metrics - Post Pod Discussion.
Sleeping Barber - A Marketing Podcast
Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data.
They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data.
The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape o
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SBP 130: Zombie Metrics: Don’t Fall for Misleading Data. With Dale Harrison.
Sleeping Barber - A Marketing Podcast
In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing.
He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process.
Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nat
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SBP 129: From Rosé to Reality — Cannes 2025 Wrap-Up
Sleeping Barber - A Marketing Podcast
In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends.
They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media.
The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They concl
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SBP 128: The Cannes Cut Day 4: This Ad Won’t Wear Out
Sleeping Barber - A Marketing Podcast
We’re back with another episode from the Croisette — and today, we unpack a busy (and very hot) Day 4 at Cannes Lions.
Marc and Vassilis reflect on a standout presentation by Mark Ritson, who laid out three pillars for marketing effectiveness: fluency, emotion, and time — and challenged long-held assumptions about personalization, ad wearout, and brand purpose.
They’re also joined by Vanessa Chin, SVP of Marketing and Josh Fruttiger, VP of Global partnerships from System1, who share i
info_outlineWelcome back to another episode of The Sleeping Barber Podcast!
Super Bowl 59 may be over, but the ads are still making waves! Today, we’re joined by Vanessa Chin, SVP at System1, to break down the intricacies of Super Bowl advertising.
We analyze four standout ads and explore how they scored across Star, Spike, and Fluency, diving into key topics like:
- The effectiveness of creative quality
- The power of emotional responses in advertising
- The role of pre-testing in shaping winning ad strategies
Tune in for an insightful discussion on what makes a Super Bowl ad truly resonate!
One last thought. We would also encourage you to head over to watch this episode on YouTube. This way you can watch the System 1 tech in action!
https://youtu.be/9QU1ZUDXWtQ
Our Guest:
Vanessa Chin - SVP of Marketing at System 1
https://www.linkedin.com/in/vanessamackeychin/
System 1 - Creative Effectiveness Platform measures emotion to predict the business impact of ads
https://system1group.com/
Follow Our Updates:
https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
00:00 - Introduction
03:01 - Understanding System One's Creative Effectiveness Metrics
05:43 - The Importance of Creative Quality in Advertising
08:54 - Comparing Super Bowl Ads to Regular Ads
11:43 - The Role of Pre-Testing in Advertising
14:47 - Navigating Internal Conversations with Pre-Testing Data
17:43 - Case Study: Reese's Don't Eat Lava Ad
20:13 - Analyzing Emotional Responses in Advertising
22:58 - Case Study: Budweiser's First Delivery Ad
27:59 - Emotional Resonance in Advertising
32:19 - The Power of Music in Ads
36:14 - Celebrity Influence in Super Bowl Ads
44:15 - The Success of Doritos' Crash the Super Bowl
50:18 - Brand Fluency and Recognition Strategies
56:45 - Post Pod with V and Marc
Background Research & Links:
https://system1group.com/uncategorized/our-metrics-explained
https://www.emarketer.com/content/super-bowl-deliver-on-ratings--ads--streaming
https://www.westwoodone.com/blog/2024/08/12/adelaide-attentiveness-measurement-1000-of-am-fm-radio-ads-require-2635-worth-of-facebook-ads-to-achieve-the-same-level-of-attention-audio-platforms-generate-nearly-the-same-attentiveness-as-tv/
https://www.smartmarketing.me/attention-gained-by-different-media.html
https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability
https://www.cbsnews.com/news/how-much-do-2025-super-bowl-commercials-cost-heres-the-price-tag-on-ads-this-year/
https://system1group.com/the-extraordinary-cost-of-dull
https://podcasts.apple.com/ca/podcast/sbp-091-the-cost-of-dull-ads-with-adam-morgan/id1609811324?i=1000671637754
https://ipa.co.uk/news/creative-consistency