TWICM 205: GumGum’s Pete Wallace on Why Attention Matters More Than Ad Clicks

Dee Cunniam, Head of Brand Marketing and Innovation at Britvic Ireland, joins That’s What I Call Marketing to discuss growing iconic Irish brands, leading through change and building a marketing career that keeps moving forward. How do you adapt a much-loved brand without losing what people love about it? Through her work on MiWadi and Ballygowan, Dee explains how consumer insight, product innovation and commercial judgement come together and why 18 years in one business has meant many different careers.

Make Your Mark: Stephanie Bell, Head of Marketing for Mercedes-Benz in Ireland joins That’s What I Call Marketing to discuss building commercial credibility, making a global brand relevant locally and earning support for ambitious marketing.

Make Your Mark is a three-part series exploring how marketers build their careers and make a difference to their businesses, their customers and the people around them, in partnership with the Marketing Institute of Ireland.

Bella Harrison and Ed Parkin from Tracksuit join That’s What I Call Marketing to discuss Grindr’s push into real-world experiences, On’s entry into football and Walkers’ growing brand preference, exploring what each story tells marketers about building brands and measuring progress. Three brands, three different challenges: giving people more reasons to use an app, taking a specialist sports brand to a wider audience, and keeping an established favourite relevant. Conor Byrne, Bella and Ed examine the strategies alongside Tracksuit’s brand health data, discussing what is moving, what remains uncertain and which measures matter. In this episode, we cover: – Grindr’s “Global Gayborhood” ambition: how a surprise Madonna performance, events and broader services support its move beyond a hook-up app, and why its younger audience deserves closer attention. – On’s move into football with Kylian Mbappé and Thierry Henry: building on its running and tennis credentials, competing with Nike and adidas, and the questions facing a premium brand entering the boot market. – The difference between recognising a brand and thinking of it first, and how expanding into another sport could give On more opportunities to come to mind. – Walkers’ brand refresh, new flavours and football partnerships with Lionel Messi, David Beckham and Thierry Henry, alongside a rise in preference from 29% to 36%. – Why flat awareness or usage figures do not tell the whole story, and how audience differences, category context and preference can help marketers make a stronger case for their work. – “What the Actual?”: the discussion around Sydney Sweeney’s Novig campaign, PNC Bank using the Titanic in its advertising, and why the Laughing Cow has stopped laughing. A useful listen for marketers interested in brand strategy, customer insight, experiential marketing, sports marketing, brand building, marketing effectiveness and commercial impact. That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession. Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners. Find more episodes at: https://www.thatswhaticallmarketing.com THE SINGLES — IN PARTNERSHIP WITH TRACKSUIT The Singles is our monthly look at the marketing stories getting people talking, using Tracksuit’s brand tracking data to bring evidence and context to the conversation. A huge thanks to Tracksuit for supporting the series, and to Bella Harrison and Ed Parkin for helping us understand the brand performance behind the headlines. Explore Tracksuit’s always-on, affordable brand tracking platform: https://www.gotracksuit.com

On the day he retires from Goodby Silverstein & Partners, co-founder Rich Silverstein joins That’s What I Call Marketing to reflect on 40 years in advertising, the making of ‘Got Milk?’ and what makes an idea last. Rich takes us back to the early days of the agency, when a project for Electronic Arts helped turn a group of creatives who wanted to do things their own way into a business. We get into the thinking behind ‘Got Milk?’, the E*TRADE monkey ad and the lizards, and ask whether work made for a different media era could be even more powerful today. Rich is candid about the role of craft, humour and client confidence, as well as his concern that AI could make it easier to settle for work that is merely good enough.