Episode 259 / Steve Seddon / Ice Travel Group / CMO

Tune in to the latest episode of the Shiny New Object Podcast, where Luis Pablo Perez Torrescano, LATAM Senior Marketing Manager, delves into his unique approach to data-driven marketing. He shares how the art of improvisation helps him navigate the fast-paced world of marketing and stay audience-focused despite high data demands. From gaming as a meditative outlet to embracing improv’s “yes, and” mindset, Luis reveals tools that marketers can use to adapt, innovate, and connect more deeply with their consumers.

On the latest podcast episode, Philipp Schuster talks about bringing his agency and procurement background to build meaningful and innovative marketing partnerships at Bayer. This is his shiny new object, which he likens to "getting better if you play against a better team" and sees as supporting growth on both agencies' and clients' side. Learn more about this new model and get Philipp's top data driven marketing tips, including why we need to keep putting ourselves in uncomfortable situations. 

Marketers tend to forget a key element of the job - we are marketing to humans, whose purchasing decisions are often irrational. Moreover, data driven marketing doesn't succeed as long as we're not aware of our own biases. On the Shiny New Object podcast this week, we talk rationality vs bias, mistakes vs responsibility, and product led vs marketing led growth with Karix Director Product and Solutions Marketing, Shafique Gajdhar. 

Data driven marketing lacks luster without the addition of qualitative research, according to Virginia Barnes, Interim Brand, Sponsorship and Retail Marketing manager at Standard Life UK. On the latest podcast episode, Virginia shares why the real magic happens when you step away from the spreadsheets and talk to actual humans. Listen to her top marketing tip around stepping back, but also avoiding distractions, hear what her new belief is that has changed her attitude to work, and delve into the power of qualitative research in a digital age. 

When technology is used to create unique immersive experiences, it can be a powerful engine to your end-to-end marketing funnel, according to Lisa Delaney of Cathay Pacific. The Regional Head of Marketing and Lifestyle Europe talks to us about Cathay's return to the limelight through a 2023 campaign, her favourite book to boost creativity, and her top tips for making the most out of data in marketing. 

In the latest instalment of the Shiny New Object podcast, we talk about the potential of end-to-end generative AI in marketing, including its benefits and concerns about maintaining human control, empathy, and creativity. Our guest is Phil Clark, Senior Director, Digital Marketing & Media at Canada Goose. Tune in to get his top data driven marketing tips, ideas about AI & creativity, and more.

OPPO loves new talent and, in this episode of the Shiny New Object podcast, we find out about their Creators' Lab where new content creators can get their big break. Monica Narvarz, Digital Media Manager, is passionate about nourishing talent and giving those just starting out that boost of confidence, but also financial support, to make something special.  We also talk about leaving your ego at the door, escaping silos, and developing empathy to be a better data driven marketer.

The latest guest on the Shiny New Object is Steve Seddon, CMO of the Ice Travel Group and long-time travel marketer. He shares his top advice for students looking to break into the industry regardless of their background, why researching & knowing your customers and your product remain the best ways to succeed, and why the brand and performance sides of marketing teams should work closer together. 

On the latest Shiny New Object podcast, hear from URBN Director of Marketing, Free People Europe, John Sadeghipoor. He sees 3D worlds as the future of marketing thanks to the value of immersive experiences backed up by developing technology. We also discuss his career evolution vs work/life balance and mental health and learn about how data is purely the consequence of actions.   

How is Zillow revolutionising home buying using AR and new tech like the Apple Vision Pro? Why is unplugging better than being always on? And why should all marketers keep their data scientists around the table at all steps in the creative process? Find out all these answers and more in the latest episode of the Shiny New Object Podcast, featuring Beverly Jackson, Vice President of Brand and Product Marketing at Zillow