Sleeping Barber - A Marketing Podcast

Ready to rethink business strategy and supercharge your marketing game? Join hosts Marc Binkley and Vassilis Douros as they break down big questions at the crossroads of strategy, marketing effectiveness, and creative impact. From real-world case studies to hot-off-the-press business news, each episode dives deep into how modern companies navigate complexity. Plus, interviews with global thought leaders bring you fresh insights and actionable strategies to drive growth and build unforgettable customer experiences. This is your backstage pass to smarter thinking and better business results.

SBP 135: Consumer First, Data Always. Post Pod Discussion 07/30/2025

SBP 134: Consumer First, Data Always. With Bob Park. 07/29/2025

SBP 134: Consumer First, Data Always. With Bob Park. 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 /episode/index/show/f76a1048-791f-4525-b24d-2b0136f1a7c0/id/37635165

SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025 07/24/2025

SBP 133: GenAI Is Coming for Your Commercials! The Barber's Brief, July 24 2025 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 /episode/index/show/f76a1048-791f-4525-b24d-2b0136f1a7c0/id/37635170

SBP132: Beyond Cannes: Post Pod Discussion. 07/17/2025

SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman. 07/15/2025

SBP132: Beyond Cannes: Creativity, Effectiveness, and Lions Intelligence. With David Tiltman. 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 /episode/index/show/f76a1048-791f-4525-b24d-2b0136f1a7c0/id/37635180