Episode 311 / Hernando Ruiz-Jimenez / Geisinger Health / Chief Marketing and Communications Officer
Shiny New Object - a Marketing Podcast
Release Date: 09/10/2025
Cultural marketing lessons from Perfetti Van Melle's Martin Höfling
Shiny New Object - a Marketing Podcast
The biggest currency is attention, and we as marketeers we're fighting for attention, not only from other brands, but from all these other stimuli. For Martin Höfling, Global Marketing Manager Chupa Chups at Perfetti Van Melle - Brasil, cultural marketing is the way forward for brands who want to capture consumers' ever fleeting attention. On this latest episode, we talk about the pillars of cultural marketing, the importance of curiosity in data driven marketing, and his "Miracle Morning" routine. Inspirational tips to boost creative effectiveness and everyday life at the same time.
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Focusing on humans in the AI era - with Microsoft's Carly Morris
Shiny New Object - a Marketing Podcast
You can have the best tech and innovation, but are you creating for and connecting with humans? If all you rely on is AI, you'll eventually lose human connections and your marketing will fail, says Carly Morris, Global Head of Acquisition & Growth at Microsoft Advertising. She's picked "people centric leadership in an AI evolution" as her shiny new object and we talk about: understanding the data beyond surface level creating environments where people can be creative and thrive why brands who put people first will eventually have the upper hand. "Data can be a starting point, a way to...
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Getting in a scrum with Golfbreaks' Bee Craft
Shiny New Object - a Marketing Podcast
I don't want a team of people who are so frantic and actually being unproductive because they don't know actually if they're coming or going. Bee Craft, Head of Performance Marketing at Golfbreaks, has found the cure for frantic, noisy marketing environments: the scrum methodology. On the podcast, she explains: How applying structured two-week sprints to campaign planning brings down the stress and increases productivity levels Why scrums are great for accountability and transparency in marketing How it's not just about the data - but also very much about humans, on both sides of the...
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Moving fast by going slow - ft. VML's Kiesse Lamour
Shiny New Object - a Marketing Podcast
"You need to fall in love with the why, right, not just the numbers, not just the data, not just the metric." On the latest episode of the Shiny New Object Podcast, Kiesse Lamour, Global Head of Media, Commerce at VML, tells us why marketers need to understand the bigger picture and move slower to deliver higher-quality work that actually brings better results, faster. Tune in to hear why too many marketers lose sight of the bigger picture, how to build a career people will remember for the right reasons, and how to avoid management by spreadsheet.
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Why use your people for authentic marketing: Charlotte Tilbury's Sian Nicholas
Shiny New Object - a Marketing Podcast
What purpose is your content serving? Sian Nicholas, Global Social Media Manager at Charlotte Tilbury, believes in asking "why?" over and over again to get to the bottom of effective data driven marketing. Tune in to hear: 🎥 why employee-generated content is becoming the most authentic format in beauty and beyond ✨ why every brief should start with asking “why?” 📱 how to stay ahead in social without trying to be everything to everyone Learn about employee-generated content as a form of marketing future in B2C on the latest episode of the Shiny New Object Podcast.
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Taking the "me" out of media with SharkNinja's Nick Cedar
Shiny New Object - a Marketing Podcast
"We've got all this data, but who's to say people aren't just randomly searching for random things because we've got so many avenues to be searching for them?" Nick Cedar, Manager Media Strategy and Planning at SharkNinja, talks about why it's important to understand your audience more than it is to extract data that may not be giving you any relevant insights. On the latest episode of the Shiny New Object Podcast, find out: Why doing a good job as a leader means you've nurtured an independenth, thriving team How to find data that's a launchpad for ideas and not just a scorecard of what's...
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What skateboarding can teach you about marketing - with Newcastle University's Matt Horne
Shiny New Object - a Marketing Podcast
Head of Digital Media at Newcastle University, Matt Horne joins Tom Ollerton to talk creativity, data-driven marketing… and why his skateboard is a better teacher than most dashboards. In this episode: Why marketing mix modelling and data warehouses help, but aren’t 100% precise Reporting that lands: tailor the numbers to finance, tech, or the C-suite Privacy, under-18 targeting, and the reality of higher-ed marketing Hustle early, balance later: a career path from radio ads to paid and organic “Rate My Skate”: learning in public, experimentation, and finding flow. ...
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Co-creation for meaningful marketing - with HP's Pepe Gorbea
Shiny New Object - a Marketing Podcast
Stop chasing clicks without meaning, says Pepe Gorbea, Global Head of Brands, Agencies & Sustainability Innovation at HP and Co-Founder. of StoryMaking4Good. Tune in to hear: • how co-creation turned Nescafé into a double-digit growth story in Mexico • why marketers must learn to listen and focus on the metrics that matter • how to link storytelling and sales • why the future of advertising lies in community, not campaigns “I want to stop people skipping ads — because advertising can help communities thrive.” Learn how co-creation drives both purpose and performance.
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Turning customer data into commercial decision making - with Ruggable's Kajal Patel
Shiny New Object - a Marketing Podcast
Stop logging numbers without insights, says Ruggable's Insights Manager, Kajal Patel, on the latest episode of the Shiny New Object Podcast. Tune in to hear: how to use customer segmentation that delivers results why predictive LTV should be your no 1 prioritisation tool Kajal's best investment to increase her productivity why numbers are useless without a call to action. "Data is the neck of the company, because it helps the head move in the right direction." Learn how to use it wisely.
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Even the best hotels have empty beds - Secret Escapes' Pete Durant on lines AI can't write
Shiny New Object - a Marketing Podcast
While AI is brilliant at reacting to a prompt, marketers need to remember that they want humans to react to their message. That's where human input will always provide value, says Secret Escapes' Interim Head of Brand and Marketing EU, Pete Durant. We catch up with Pete about AI vs social media and rapid growth, gaining perspective about work and life, focusing on actionable insights (not just data noise), and why his shiny new object is Meta's intent black box. An episode twice as long as most of the most recent ones... and packed with great marketing thoughts!
info_outlineAI is opening doors for data driven marketing, but can be a Pandora's box if not used carefully in the healthcare industry.
Hernando Ruiz-Jimenez is Chief Marketing and Communications Officer at Geisinger Health, where he's experimenting with AI agents and pilots to see how he can make the most of healthcare data while protecting customers' privacy and being respectful of their particular conditions.
Learn about great marketing books, understanding the basics, and trial and error with AI in healthcare marketing.