Episode 246 / Mark Sandys / Diageo / Chief Innovation Officer

Christina Rapsomanikis is a digital growth leader who's worked across CPG, luxury businesses, and now leads the Digital and e-commerce arm of Mars Pet Nutrition. In this latest episode of the Shiny New Object Podcast, she shares her favorite marketing book, the importance of psychological safety, link chaining journeys and the practice of foundation and transformation as a basis for successful data driven marketing.  

Find out about the importance of staying concise and driving your point home with confidence from Idil Cakim, Senior Vice President, Research and Insights, at Audacy. Her Shiny New Object is the connection between creative and sonic elements and performance metrics. She's been learning what makes meaningful content that drives audience reactions in the audio world and she shares her insights with us on the latest podcast episode. 

Aligning sales and marketing objectives and data exchanges seems a no brainer, yet so many organisations simply don't do it, says Patrick Janssen, Cisco's Partner Marketing Manager. It's why he's picked it as his shiny new object. Tune in to learn more about alignment and its benefits for data driven marketing, plus hear extra tips for unlocking creative value from Patrick.

For Bimbo Bakeries' Senior Director of Media, Analytics and Content, AI continues to be a shiny new object especially when it comes to brainstorming and to content creation on a budget. On the latest podcast episode, Marie Fallon talks about how brands with low budgets can have better access to repurposing or expanding content, why human intervention is still essential, and how to truly delve into data analysis to get the right answers for your brand. 

What do street names have to do with marketing planning? How do TV drama characters inspire marketing strategies? And how does Just Eat try to get closer to their consumers? Find out all this and more, including top data driven marketing tips and career advice for students, from the latest episode of the Shiny New Object podcast, featuring Jeremy Nye, Senior Insight Manager, Global, at Just Eat Takeaway.com. 

Mark Sandys' career with Diageo started in 1997 and has taken him around the world, working in the brand's marketing and commercial areas all this time. Today, he is the Chief Innovation Officer, shaping the future of the way that people socialise. His Shiny New Object is Diageo's very own Distilled report - a trend report looking at the evolution of consumer behaviour, within the drinks industry and beyond. Tune in to hear the 5 trends as of 2024, Mark's top data driven marketing tip, and how he balances exercise and work for optimised wellbeing.  

Ever wondered by B2B marketing seems to be left behind when it comes to technological innovation, a "poor cousin" of B2C marketing? The tide is turning, according to Uber for Business' Victoria Kerr, who sees data driven marketing becoming more exciting and consumer-driven.  On the latest episode of the Shiny New Object Podcast, find out about the B2B push & pull approach, the future of marketing with a twist, and how creativity is changing the way brands interact with clients and with end consumers. 

On the latest Shiny New Object Podcast episode, Natalia Horvath, Former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, gives us a history of channel marketing to today's newest approach - channel-less marketing. Natalia believes marketers need to understand touchpoints first, then build their approach to their audience from there. We're beyond channels and platforms and we learn how to make this a success in data driven marketing. Tune in to get her top tips for furthering a marketing career and hear why we need to stay culturally unbiased while remembering we're talking to humans, too. 

On the latest episode we talk to CMO of Asahi Europe & International, Grant McKenzie, who shares why he's also embraced AI as his Shiny New Object. His focus is on how AI can help marketers be better and more profound, leaving the day-to-day jobs aside.  Find out why international assignments have enriched Grant's understanding of consumers and the benefits of learning another language to be a better marketer, too. 

While some insights pros prefer to float on the surface of data, Tina Tonielli is unafraid to take a deep dive. On the latest episode of the Shiny New Object podcast, Haleon's US and North American Lead, Consumer and Business Insights and Analytics, shares how she swims laps in raw data sources to uncover hidden insights. Tune in to hear Tina's top tips on balancing automated and manual analysis, using AI as a supercharged curiosity booster, and far-sighted planning to stay ahead of future trends. And yes, a lot of swimming metaphors.