SBP 128: The Cannes Cut Day 4: This Ad Won’t Wear Out
Sleeping Barber - A Marketing Podcast
Release Date: 06/20/2025
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_outlineWe’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 insights from their latest report, The Long and the Short Form of It (co-authored with Andrew Tindall), which explores how brands can build attention, recognition, and results through short-form video.
Highlights include:
Ritson’s point: “Make fewer ads. Run them longer. Make more money.”
Why distinctive brand assets matter more than your logo
The creative secret behind Corona’s Cannes-winning eclipse campaign
System1’s forced fatigue study: why entertaining ads fatigue less and perform longer
The surprising absence of AI and personalization from the Croisette conversation
The myth of more = better: why 3,500 assets ≠ 3,500 ideas
The return of out-of-home — and what Super Bowl marketers can learn from it
Plus, find out why entertainment outperforms even hard-selling tactics across both brand and conversion metrics.
Stick around until the end to hear short interviews with Josh and Vanessa directly from the ground.
Enjoy the episode!
Timestamps:
00:00 – Introduction
01:12 – Recapping Day 4 at Cannes + why we need to talk about Ritson
02:20 – Mark Ritson’s 3 rules for effectiveness: fluency, emotion & time
04:45 – Why we overvalue personalization and short-term refreshes
06:30 – Creative consistency vs. fragmentation: 3,500 assets ≠ 3,500 ideas
08:20 – The case for distinctiveness, memory, and emotional resonance
10:00 – Interview: Josh Fruttiger (System1) on the long and the short form
10:50 – How System1 + TikTok measured short-form creative performance
13:15 – Entertainment vs. salesmanship: what actually converts?
15:30 – Why lazy branding hurts attention — and what to do instead
17:10 – What fluent devices and brand characters do better than logos
18:30 – Ad fatigue is real, but good creative ages well
20:00 – How to keep ideas fresh without losing consistency
21:15 – Interview: Vanessa Chin (System1) on brand, storytelling, and Corona
22:45 – The return of brand identity and emotional storytelling
24:10 – System1’s new out-of-home research and the future of Super Bowl ads
25:15 – Vanessa’s final takeaway from Cannes: sunscreen + storytelling
26:00 – Outro: Thanks for keeping us in your ears