Shiny New Object - a Marketing Podcast

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.