Shiny New Object

What makes a successful marketing leader to Gen Z in a constantly changing environment? According to Saurabh Patel, Group Chief Marketing Officer at IHH Healthcare, it's all about displaying servant leadership - his Shiny New Object. On the latest podcast episode, Saurabh explains why active listening and empathy develop successful teams and gives his top tips about how managers can embrace this approach. He also tells us why obsessing about the consumer is not a tired trope and shares the importance of getting sales experience for good marketers. 

What do you do when you have no in-flight entertainment, but still want to reach out to consumers and build loyalty and brand recognition? You set up a branded podcast, would be Shaaf Tauqeer's advice. The easyJet Audience and Martech Manager is relying on his learnings about audience attention and building trust in a safe environment for his Shiny New Object. He tells us how he plans to build the easyJet podcast, as well as what his top marketing tips are, in the latest episode.

Creating a strong marketing team goes beyond specialising in one field, says AT&T's Zach Doty. In fact, on the latest episode of the Shiny New Object podcast, he tells us why the popular talent development concept of T-shaped talent is ineffective. Instead, Zach advocates for becoming Pi-shaped and surrounding yourself with people who are, too. Find out what that means, hear some top marketing and SEO tips, and learn about Zach's career progression!

In this bonus podcast episode, we talk to a gaming advertising expert: Meta's Tim Lion. For his Shiny New Object, Tim tells us why marketers have been overlooking a huge opportunity when it comes to gaming, especially the mobile audience. Find out why gamers are an ideal target market thanks to their diversity and addressability, and hear top tips for marketers looking to advance their career, on the latest podcast out now.

Perfect is the enemy of good and, on the latest episode of the Shiny New Object Podcast, Brian Costello of General Motors explains how marketers can use this principle with generative AI to increase creative effectiveness. Brian's shiny new object is generative AI because it allows advertisers to work at scale, generating multiple iterations of their creative work, testing, and perfecting what works. It's also the way to reduce "busy work" and allow you to focus on the work that matters. Listen to Brian talk about the right mindset to reap the benefits of AI for B2B marketing, as well as some of his top tips for new starters in the industry. 

When it comes to expanding the reach of your marketing plan, Spotify's Ed Couchman thinks it's time to prioritise audio. The Head of Sales for UK & Northern Europe tells us why we're going through an audio revolution and how much more impact marketers can have by reaching their audiences in this way. His Shiny New Object is Spotify's "Sonic Science 2" - a new report looking at how audio impacts people's lives and the learnings we can take away from it to enhance creative effectiveness. Tune in to listen how to put this in practice and find out more top tips from Ed.

Bausch + Lomb’s Director for Consumer Marketing, Tatyana Jones, is no stranger to the complexities of CPG marketing in today’s noisy landscape. That’s why her shiny new object is simplicity - in particular, doing the common, uncommonly well. Find out how to pare down your marketing strategy and boost creative effectiveness in the latest episode of the Shiny New Object. Tatyana also shares her three-pillar approach to simple marketing and the worst marketing advice she’s ever heard.

The latest podcast episode features Jen Tanner, Marketing Director at Accenture, talking about why a solid marketing strategy brief can become a game changer for B2B marketers. Listen to Jen’s top tips, find out what new behaviour has changed the way she interacts with colleagues, and learn how to optimise the marketing strategy brief to back up new initiatives and secure funding and buy-in from the C-suite.

In the latest episode we dive into what makes successful marketing when using AI - automation with human curation, according to our guest Jeric Griffin, Performance Marketing Manager at Mars Petcare. Find out why extreme automation kills the quality of your marketing outputs, how to avoid this with human curation, and a key difference for creative effectiveness: automation vs. optimisation. Hear how Mars works with Automated Creative to improve creative effectiveness and find out Jeric’s top marketing tip and his best investment so far.

What makes a creative marketer and how can companies become more open to creative thinking through a combination of structure and confidence? In this episode of the Shiny New Object podcast, Svetla Pavlova, Performance Marketing Manager at Epsilon, shares the PAGES framework to foster creative thinking. Find out why PAGES can make anyone more creative, as well as why advertisers need to really know their product. Hear Svetla's top tips to students entering the industry, too. 

With a career spanning everything from graphic design to user experience to SEO, paid social, and now B2B marketing, Kristin Sinclair is fascinated by how AI opens up possibilities in for B2B marketers to better target their dream consumers. On the latest episode of the Shiny New Object Podcast, TÜV SÜD's Performance Marketing Manager talks about her top marketing tips, the biggest lesson she learnt early on in her career, and how she believes AI can be leveraged to maximise opportunities from intent data in B2B marketing. Tune in to hear her tips now. 

How does Uber optimise the success of their adverts on the app? It's all about context and attention, as Paul Wright shares on the latest episode of the Shiny New Object Podcast. Advertising is too complex these days, while good brands get through to consumers by keeping it simple. Find out why Paul's shiny new object is context and attention - a basic but effective combination. Hear about his biggest career screw-up and his top marketing tip, too. 

Dive into the world of AI and data-driven marketing with Amit Thard, Director of Omnichannel Strategy at GE Healthcare, as he shares how we're just scratching the surface of AI's potential in marketing. In this episode, Amit compares the current AI craze to the early days of the internet, emphasizing the importance of learning about it to gain a competitive advantage. Discover how Amit uses AI to make better predictions by overlaying massive amounts of health infrastructure data with marketing insights. As AI systems grow more intelligent, they'll help marketers pinpoint crucial data points for even better decision-making. Don't miss Amit's top marketing tips for students and seasoned marketers and learn how to harness the power of AI as a valuable tool in your marketing arsenal, in the latest episode. 

Dive into what makes marketers succeed at all ages with Nina Ntatidou, Global Lead Management at PayPal, as she shares her journey from an economics background to the world of marketing in our latest podcast episode.  

In the latest podcast episode, Azeem Ahmad, Digital Marketing Lead at ASSA ABLOY Group, discusses the importance of genuine diversity and inclusion in marketing. He highlights the pitfalls of companies treating diversity and inclusion as a one-month-a-year initiative rather than an integral part of their brand strategy, and warns that not all claims to be diverse are genuine. With underrepresented groups holding significant spending power, Azeem encourages businesses to ensure their diversity and inclusion initiatives are directly linked to bonuses, increase transparency around diversity data, and give employees the tools and funds needed to truly effect change. Listen for top tips on how to make D&I a genuine part of your strategy.  

Thiago Gomes is the Product Marketing Lead for EMEA at Meta (Facebook), where he champions diversity - his Shiny New Object. Having moved and worked from South America to the US and now across EMEA, Thiago knows first hand the importance of diversity and inclusion in creating strong teams, understanding customers better, and driving innovation. Listen to how companies can boost diversity in a genuine manner, what advantages a truly diverse approach yields for business, and get more marketing tips from Thiago on the podcast.

This week's guest is a marketing expert in the insurance and finance industries, having racked up experience in house at brands like Comparethemarket.com, William Russell, and now Experian - where she is the Product Marketing & Proposition Lead. Eka Vankova's Shiny New Object is AI and machine learning in the product marketing process. How can machine learning models help marketers with customer segmentation and personalisation? For Eka, understanding customers is the keystone to good marketing, so AI and ML can accelerate this process for her, helping her create more targeted campaigns and tailor product offerings to specific customer needs. Find out who does this well already, how Eka sees the future of product marketing powered by AI, and what her other top marketing tips are, on this week's podcast.

For any brand that's looking to grow awareness and target their audience in a more successful way, using creator commerce is essential. From influencers to online publications, our shopping habits and our consideration are swayed by creators more than ever. This is why Lucrèce Sicat, Head of Creator Marketing, Europe, at Amazon, has specialised in this area and considers creator commerce her Shiny New Object. In the latest episode of the podcast, find out what the main benefits of creator commerce are, how brands can get started with creators, and what Lucrèce's biggest work f***-up was... as well some of her top tips for marketing success.

How does a marketer that loves data-driven decision making use ChatGPT as her own personal assistant? Will AI take over all writing jobs and how can marketers actually use it for good? The latest guest on the Shiny New Object Podcast is Madlen Nicolaus, former VP Marketing EMEA at SAP Concur. Listen to Madlen explain why ChatGPT is her Shiny New Object and hear her top tips for marketing success.

How are platforms like Substack changing the digital marketing game? For Stephanie Bonnet, Head of Corporate Communications at EDF in the UK and our latest guest on the Shiny New Object podcast, free expression and the opportunity to be a creator in many different media have led to a new phenomenon of personal marketing. How does this differ from the old personal branding and what can marketers learn from it? Is it an individual opportunity only or can brands jump in and - at the very least - learn something from the growing popularity of Substack? Hear how Stephanie has built her Substack presence, what she's learnt along the way, and her top marketing tips in this latest episode.