All marketing is meant to perform, or it's just noise - ft. MilliporeSigma's Nick Figueiredo

On the latest episode of the Shiny New Object Podcast, we go deep on the organic to paid pipeline with Kevin McClary, Head of Performance Marketing at Gorilla 76. Tune in to hear why he tests organic posts to see what resonates with an audience before turning them into paid ads, and how he does this in the B2B sector. We also discuss student advice for getting into the industry, the power of understanding what you're trying to accomplish so you can yield data properly, and Kevin's musical talent.

What's your purpose? Or the purpose of your campaigns? Nick Figueiredo, Head of Performance Marketing at MilliporeSigma, joins the Shiny New Object Podcast to talk about breaking down the myth of performance marketing. That's because "all marketing, or all advertising, is meant to perform… we shouldn't feel pressured to have to assign every single click or an order back to the spend which drove it. That's the myth." Tune in to learn about Nick's new marketing-related beliefs and behaviours and to unpick what we really mean by performance marketing, proving impact more holistically in the short and long term.  

"Feel your feelings, then get a plan together and move forward in a new direction." On this week's Shiny New Object podcast, Adriane Goetz, Product Marketing Lead, Global Agency, at TikTok, shares her top lessons on developing and leading with adaptability and resilience. We also cover the three key behaviour changes that have helped Adriane deal with overwhelm, and discuss the open mind approach needed for testing, planning, and continually learning as the industry evolves. 

The biggest currency is attention, and we as marketeers we're fighting for attention, not only from other brands, but from all these other stimuli. For Martin Höfling, Global Marketing Manager Chupa Chups at Perfetti Van Melle - Brasil, cultural marketing is the way forward for brands who want to capture consumers' ever fleeting attention. On this latest episode, we talk about the pillars of cultural marketing, the importance of curiosity in data driven marketing, and his "Miracle Morning" routine. Inspirational tips to boost creative effectiveness and everyday life at the same time. 

You can have the best tech and innovation, but are you creating for and connecting with humans? If all you rely on is AI, you'll eventually lose human connections and your marketing will fail, says Carly Morris, Global Head of Acquisition & Growth at Microsoft Advertising. She's picked "people centric leadership in an AI evolution" as her shiny new object and we talk about: understanding the data beyond surface level creating environments where people can be creative and thrive why brands who put people first will eventually have the upper hand. "Data can be a starting point, a way to fill in the gaps." Learn more on the full episode. 

I don't want a team of people who are so frantic and actually being unproductive because they don't know actually if they're coming or going. Bee Craft, Head of Performance Marketing at Golfbreaks, has found the cure for frantic, noisy marketing environments: the scrum methodology. On the podcast, she explains: How applying structured two-week sprints to campaign planning brings down the stress and increases productivity levels Why scrums are great for accountability and transparency in marketing How it's not just about the data - but also very much about humans, on both sides of the marketing coin.  

"You need to fall in love with the why, right, not just the numbers, not just the data, not just the metric." On the latest episode of the Shiny New Object Podcast, Kiesse Lamour, Global Head of Media, Commerce at VML, tells us why marketers need to understand the bigger picture and move slower to deliver higher-quality work that actually brings better results, faster. Tune in to hear why too many marketers lose sight of the bigger picture, how to build a career people will remember for the right reasons, and how to avoid management by spreadsheet.

What purpose is your content serving? Sian Nicholas, Global Social Media Manager at Charlotte Tilbury, believes in asking "why?" over and over again to get to the bottom of effective data driven marketing. Tune in to hear: 🎥 why employee-generated content is becoming the most authentic format in beauty and beyond ✨ why every brief should start with asking "why?"  📱 how to stay ahead in social without trying to be everything to everyone Learn about employee-generated content as a form of marketing future in B2C on the latest episode of the Shiny New Object Podcast.

"We've got all this data, but who's to say people aren't just randomly searching for random things because we've got so many avenues to be searching for them?" Nick Cedar, Manager Media Strategy and Planning at SharkNinja, talks about why it's important to understand your audience more than it is to extract data that may not be giving you any relevant insights. On the latest episode of the Shiny New Object Podcast, find out: Why doing a good job as a leader means you've nurtured an independenth, thriving team How to find data that's a launchpad for ideas and not just a scorecard of what's happening The relevance of audience-centric data storytelling.  

Stop chasing clicks without meaning, says Pepe Gorbea, Global Head of Brands, Agencies & Sustainability Innovation at HP and Co-Founder. of StoryMaking4Good. Tune in to hear: • how co-creation turned Nescafé into a double-digit growth story in Mexico • why marketers must learn to listen and focus on the metrics that matter • how to link storytelling and sales  • why the future of advertising lies in community, not campaigns "I want to stop people skipping ads — because advertising can help communities thrive." Learn how co-creation drives both purpose and performance.