Nishma Patel Robb is a dynamic leader with a career spanning over 30 years, focused on innovation, marketing, and social impact. Her tenure at Google, where she was Senior Director of Brand and Reputation Marketing, showcased her commitment to human-centred design through initiatives like Digital Skills Garage and campaigns such as "Dear Local" and "It's OK to Ask." She is a dedicated advocate DEI & served as the 101st President of WACL, where she supported women in the advertising industry. As the founder and CEO of Glittersphere, she champions economic opportunities for female creators and entrepreneurs, promoting cultural change and investment in creative women. Nishma is celebrated for her insights on creativity and brand identity, earning her Fellowships with both the IPA and The Marketing Society. Nishma shares her incredible journey through the realms of marketing, DJing, and beyond. We delves into her early passion for music and how it shaped her career. She discusses her fascinating role at Teletext, transitioning to marketing from a sales position, and the innovative leaps in technology she witnessed there. Nishma also provides deep insights into her time at Google, where she led B2B marketing, launched YouTube commercially in the UK, and emphasised the importance of emotional storytelling when she was responsible for Brand and Reputation. We talk about how Direct Mail became a key component of the marketing mix for google and the power it has as a channel for marketers today. We also chat about Nishma's latest venture, 'Glittersphere,' aimed at empowering women in branding and business by building personal brands and fostering investment. Join us for an inspiring conversation filled with career-defining moments, marketing wisdom, and the power of storytelling in both digital and real-world spaces. 00:00 Welcome and Introduction 00:46 Nishma's DJing Passion 03:25 Career Beginnings at Teletext 06:41 Transition to Marketing 08:53 Embracing Change and Technology 16:15 Joining Google 28:59 Discovering Your Superpowers 31:15 The Power of Direct Mail 33:41 Creative Marketing Strategies 35:12 The Evolution of Direct Mail 44:35 Measuring Marketing Effectiveness 53:20 Introducing The Glitter Sphere

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A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller. Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world’s largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising. He was part of the team that pulled Listen Up together, so who better to speak to about the state of audio today than Andrew/ Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world’s most recognisable brands. Part One Andrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad https://youtu.be/rto2P_J5etM?si=iZReX785lkvU9PWz and how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency. Keep an eye out for how Andrew uses his trademark sign to promote this episode. Part Two Steve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding: congruency, memorability, distinctiveness, flexibility, appeal, and ownability, encouraging brands to think strategically about their sound identity. 03:12 The Power of Radio Advertising 04:34 Creative Storytelling in Ads 08:04 The Fame Factor in Branding 11:51 Understanding Left and Right Brain Advertising 19:57 The Love for Irish Radio 20:49 The Power of Local Radio 22:29 Creative Consistency in Advertising 23:43 The Launch of Compound Creativity 26:06 The Importance of Consistency in Branding 27:11 The Role of Metrics in Marketing 29:26 The Debate on Gated Content 31:08 The Viral Marketing Stunt 31:41 The Fashion Collaboration Offer 35:00 Introduction and Setting the Scene 35:26 A Memorable New Year's Eve in Ireland 37:20 The Science of Sound and Cheese 40:16 Exploring the Universe of Sound 43:31 The Power of Sonic Branding 44:48 Crafting a Sonic Identity 57:35 The Role of AI in Audio Advertising 61:26 Regulation and the Future of AI Voices 65:27 Six Parameters for Successful Sonic Brands 71:23 Conclusion and Reflections on Audio's Impact

The latest Christmas Ad for Marks & Lewis has just been released. What do you think of their 2024 Christmas ad?

For my legions of followers across the globe, this section of the monthly newsletter is available in French, Brazilian& Spanish. This is all about LipDub and what it can do for your localisation efforts. In this clip we talk about Nomad Had you heard of Nomad, I had not, but I have now. Thanks to Will Smith. And yes, it is that Will Smith! He is in an ad for Nomad it is a Brazilian product that allows you invest overseas without leaving Brazil. This seems like a great thing, but I was more impressed and taken in by the way it used technology to make The Fresh Prince speak in Portugese, using his voice. I talked last month about what meta are doing in this space and what that meant for localisation agencies. Well maybe the shipped has sailed. The technology used for this was LipDub AI and I have been talking to some of the team there about the work that they are doing. The product was created for a different original use case but they are seeing lots more use cases. I know from working in my previous global marketing role how many things were unavailable to markets outside the US or other "core markets" and how this technology would have almost completely removed that barrier. If you would like to hear more about LipDub, drop me a message and I can link you in to my connections there

In this episode of 'That's What I Call Marketing,' we take a recap on a bustling October in the marketing world, filled with hits, misses, controversies, and significant AI advancements. With featured discussions centreing on h interviews with top marketing minds like and a comprehensive overview of the latest trends and debates. Key topics include the democratisation of creativity through AI, the mixed reception of Burger King's recent campaigns, cultural adaptability in marketing as exemplified by Vince McMahon, and innovative uses of AI-driven marketing by major brands like Mondelez. Additionally, Conor delves into standout advertising like Uber's Brian Cox-inspired promos, controversial yet noteworthy campaigns by Heinz, and creative moves by Tesco and Guinness. We finish with intriguing dialogue on influencer marketing's efficacy, Channel 4's targeted ads approach, and groundbreaking marketing strategies epitomized by brands like Heineken and Aer Lingus. 00:44 Personal Journey update 02:49 AI and Democratisation of Creativity 06:20 Controversial Burger King Ad 09:56 Vince McMahon Docu-Series 11:48 Beyoncé and Levi's Collaboration 14:06 Mondelez's AI-Driven Marketing 15:31 Brian Cox in Uber Eats Ad 17:31 Sky Mobile's Campaign with Roy Keane 21:15 Heinz's Advertising Controversies 25:14 Creative Responsibility in Advertising 26:38 The Importance of Consistency in Branding 28:17 Critiquing Marketing Campaigns 30:29 AI in Marketing and Creativity 31:22 Music and Marketing Synergy 32:46 Challenging Marketing Science Rules 36:12 Innovative Media Strategies 40:53 Celebrating Marketing Leaders 43:11 Influencer Marketing Insights 44:28 Heineken's Hidden Message Campaign 46:51 October Podcast Highlights

Every month on That's What I Call Marketing we review the latest marketing trends. This month Natalia has given a hand creating a summary of what you can expect in the longer version. Please welcome Natalia to the team.

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This isn't a critique of anyones work, but if this showed up on your TV screen, it is likely that you would pay enough attention to this ad, with strong brand cues and know who it is for. This ad was made in about 25 mins and cost nothing to make. The power of tools that are available are fundamentally democratising creativity.

It was time to go big and take over the Sphere in Las Vegas. What do you think? Where should we advertise next?

Have you heard about AI? Of course you have! Mark Kingsley & Conor Byrne discuss the implications of it for brands.