In this episode of Barber's Brief, Vassilis Douros is riding solo discussing various marketing trends and insights, including the economic implications of the Calgary Stampede, shifts in Google Ads following AI integration, the impact of viral content on brand growth, MasterCard's pivot to experiential marketing, effective retargeting strategies, and Stella Artois' creative campaign for Wimbledon.
Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors.
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Takeaways
The Calgary Stampede serves as an unofficial economic indicator.
Attendance at the Stampede is on pace to break records.
Google Ads are seeing a decline in click-through rates post-AI integration.
Longer queries are becoming more common in search behavior.
Viral content does not always correlate with brand growth.
Experiential marketing is becoming more important than traditional ads.
Generic ads can outperform personalized retargeting ads in certain contexts.
Timing is crucial for effective retargeting strategies.
Stella Artois' Wimbledon campaign creatively aligns with cultural events.
Emotional connections in marketing are essential for brand differentiation.
Chapters
00:00 - Introduction
00:57 - Calgary Stampede: Economic Indicator
03:14 - Shifts in Google Ads Post-AI
06:33 - The Long and Short of Advertising
07:58 - MasterCard's Experiential Marketing Shift
11:10 - Retargeting: When Does It Work?
17:36 - Stella Artois: Wimbledon Campaign Highlights
Links:
Calgary Stampede: What the 'Greatest Outdoor Show on Earth' says about the economy - https://www.cbc.ca/news/canada/calgary/bakx-calgary-stampede-2025-1.7577533
Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162
Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2y
Advertising is not working the way it used to’: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/
Marketing Moment:
When does Retargeting Work?
https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505
Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledon
From Performance Marketing To Experience Marketing
https://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc
Marc Binkley and Vassilis Douros discuss their insights from their recent episode featuring Dale Harrison, Zombie Metrics: Don't Fall for Misleading Data.
They explore the concept of 'zombie metrics' in marketing, the outdated funnel model, and the importance of intent data.
The discussion highlights the importance of data literacy among marketers and the significance of marketing effectiveness principles in driving business results. Our hosts reflect on the evolving landscape of marketing and the necessity of adapting to new insights and methodologies.
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Takeaways
Zombie metrics can mislead marketers.
The traditional funnel model is no longer effective.
Intent data should be used holistically, not just for conversions.
Data literacy is crucial for interpreting marketing metrics.
Marketers must validate their metrics to ensure accuracy.
Curiosity about data sources enhances understanding.
Marketing effectiveness principles are essential for real results.
Dale Harrison's insights provide valuable perspectives.
The consumer journey is more compressed than ever.
Being open to being wrong fosters growth in marketing.
Chapters
00:00 - Introduction and Context Setting
01:07 - Exploring Zombie Metrics
04:16 - The Outdated Funnel Model
08:51 - Intent Data and Its Implications
13:29 - Marketing Effectiveness Principles
In this episode, Dale Harrison discusses the concept of 'zombie metrics' and their misleading nature in marketing.
He emphasizes the importance of data literacy for marketers to gain credibility and make informed decisions. The conversation critiques the traditional funnel model, suggesting it is outdated and does not accurately represent the marketing process.
Dale proposes a new way of thinking about marketing metrics, focusing on the impact of brand marketing and the often unreliable nature of intent data.
Enjoy the show!
Our guest:
Dale Harrison
Consultant - Inforda Life Sciences Services
https://www.linkedin.com/in/dalewharrison/
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Chapters
00:00 - Introduction
02:12 - Understanding Zombie Metrics
10:28 - The Importance of Data Literacy in Marketing
12:21 - The Role of Financial Metrics in Marketing
22:04 - The Funnel vs. Gumball Machine Model in Marketing
26:41 - The Evolution of Sales Tactics
29:21 - Understanding Marketing Models and Buyer Behaviour
30:22 - The Role of Memory in Marketing
32:36 - Measuring Marketing Effectiveness
35:29 - The Impact of Brand Marketing
37:51 - The Misconception of Intent in Marketing
45:12 - The Limitations of Intent Data
Takeaways
Zombie metrics can mislead marketers and decision-makers.
Data literacy is essential for credibility in marketing.
The traditional funnel model is outdated and oversimplified.
Marketing should focus on altering future buyer behaviour.
Brand marketing has a lasting impact on consumer memory.
Intent data is often unreliable and can lead to false assumptions.
Marketers need to evaluate the metrics they use critically.
Understanding contribution margin is crucial for marketing effectiveness.
Effective marketing requires a balance of performance and brand strategies.
The cost of acquiring customers is often exaggerated in marketing discussions.
In this episode, Marc Binkley and Vassilis Douros reflect on their experiences at Cannes, discussing key highlights, networking with industry leaders, and insights on marketing trends.
They explore the evolving landscape of personalization, the lack of conversation around social purpose, and the need for transparency in media.
The conversation also touches on long-term campaign strategies, innovative advertising examples, and the critical role of attention in effective marketing. They conclude with thoughts on future plans and the value of connections made at the festival.
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Key Takeaways
Timestamps:
00:00 Chilling in the Cold: Reflections on Cannes
02:39 Networking with Industry Leaders
05:17 The Shift in Personalization and Martech
07:53 The Role of Social Purpose in Branding
10:42 Campaign Longevity: Thinking Long-Term
13:19 Excess Share of Voice and Budget Constraints
15:58 Innovative Campaigns: Rethinking Media Strategies
18:29 Creative Insights from Cannes 2025
21:10 The Importance of Attention in Advertising
23:53 Final Thoughts and Future Plans
We’re back with another episode from the Croisette — and today, we unpack a busy (and very hot) Day 4 at Cannes Lions.
Marc and Vassilis reflect on a standout presentation by Mark Ritson, who laid out three pillars for marketing effectiveness: fluency, emotion, and time — and challenged long-held assumptions about personalization, ad wearout, and brand purpose.
They’re also joined by Vanessa Chin, SVP of Marketing and Josh Fruttiger, VP of Global partnerships from System1, who share insights from their latest report, The Long and the Short Form of It (co-authored with Andrew Tindall), which explores how brands can build attention, recognition, and results through short-form video.
Highlights include:
Ritson’s point: “Make fewer ads. Run them longer. Make more money.”
Why distinctive brand assets matter more than your logo
The creative secret behind Corona’s Cannes-winning eclipse campaign
System1’s forced fatigue study: why entertaining ads fatigue less and perform longer
The surprising absence of AI and personalization from the Croisette conversation
The myth of more = better: why 3,500 assets ≠ 3,500 ideas
The return of out-of-home — and what Super Bowl marketers can learn from it
Plus, find out why entertainment outperforms even hard-selling tactics across both brand and conversion metrics.
Stick around until the end to hear short interviews with Josh and Vanessa directly from the ground.
Enjoy the episode!
Timestamps:
00:00 – Introduction
01:12 – Recapping Day 4 at Cannes + why we need to talk about Ritson
02:20 – Mark Ritson’s 3 rules for effectiveness: fluency, emotion & time
04:45 – Why we overvalue personalization and short-term refreshes
06:30 – Creative consistency vs. fragmentation: 3,500 assets ≠ 3,500 ideas
08:20 – The case for distinctiveness, memory, and emotional resonance
10:00 – Interview: Josh Fruttiger (System1) on the long and the short form
10:50 – How System1 + TikTok measured short-form creative performance
13:15 – Entertainment vs. salesmanship: what actually converts?
15:30 – Why lazy branding hurts attention — and what to do instead
17:10 – What fluent devices and brand characters do better than logos
18:30 – Ad fatigue is real, but good creative ages well
20:00 – How to keep ideas fresh without losing consistency
21:15 – Interview: Vanessa Chin (System1) on brand, storytelling, and Corona
22:45 – The return of brand identity and emotional storytelling
24:10 – System1’s new out-of-home research and the future of Super Bowl ads
25:15 – Vanessa’s final takeaway from Cannes: sunscreen + storytelling
26:00 – Outro: Thanks for keeping us in your ears
Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart’s performance-to-brand pivot to Elf Beauty’s billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”
Also: creative shoutouts from Telstra’s puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.
Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.
Timestamps
00:00 – Introduction
01:30 – Instacart’s brand transformation journey
03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics
04:30 – Walking the Palais basement: Craft, awards & standout work
07:50 – Telstra’s puppet-led Olympics campaign
08:55 – Toasting the perfect slice: A NZ bread brand goes big
10:30 – The power of creative consistency & long-running platforms
13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner
14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter
16:00 – Why ads wear out for marketers, not for people
17:30 – Repetition, memory, and mental availability
18:00 – B2B buying cycles, hidden buyers & trust signals
18:45 – Media measurement: Why "seeability" is better than "viewability"
19:50 – Finding balance: bravery and humility, brand and performance
20:30 – Instacart & the brand-performance multiplier effect
21:10 – Highlights from Zappi's Creativity Effectiveness Report
23:15 – Kantar’s Jane Osler on creator-led marketing & brand equity
25:15 – Wrapping up: Cannes takeaways & what’s next
In this lively episode of the Sleeping Barber Podcast, hosts Marc, Vassilis, and special guest Conor Byrne (That's What I Call Marketing) recap their first two days at the 2025 Cannes Lions International Festival of Creativity. Broadcasting from Cannes (though not from a yacht), they reflect on standout sessions, evolving industry trends, and a few jetlag-fueled laughs.
Key takeaways include:
This episode is a sharp, entertaining look at Cannes culture, creativity, and community—with a balance of insight and good-natured chaos.
Don’t miss our behind-the-scenes video from the early days in Cannes — now live on YouTube.
Watch here: https://youtu.be/ePbGlArqTd4
Also, have a listen to Conor's "That's What I Call Marketing Podcast" - https://open.spotify.com/show/7MXhujDpTzbSRRbyQFgdWp?si=fc21f7da63c74f5a
In this episode of Barber's Brief, hosts Vassilis Douros and Marc Binkley express their excitement for the upcoming Cannes festival while discussing significant marketing news.
They delve into Airbnb's leadership changes and strategic shifts, Tesla's declining sales and media perception, and their preparations for Cannes, including interviews with industry leaders.
They also share insights from the TUDUM marketing symposium and highlight Heineken's innovative global recruiting campaign.
Enjoy the episode!
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
00:00 - Excitement for Cannes and Introduction to Barber's Brief
02:44 - Airbnb's Leadership Changes and New Direction
05:23 - Tesla's Sales Decline and Media Influence
07:59 - Preparations for Cannes and Upcoming Interviews
10:36 - Insights from Netflix's Marketing Symposium
18:28 - Heineken's Innovative Campaign: Pub Succession
Episode Takeaways
Airbnb is shifting focus beyond home bookings.
Leadership changes at Airbnb aim to enhance guest experiences.
Tesla's sales decline may be influenced by media perception.
Consumer research is crucial for brand success.
Cannes festival is a melting pot of marketing thought leaders.
The Tadum symposium showcased Netflix's evolving ad tech.
Heineken's campaign connects pub owners globally.
Marketing strategies must adapt to changing consumer interests.
The importance of personalized content in advertising.
Live events are becoming integral to streaming platforms.
Links:
Airbnb’s Leadership Shake-Up - https://www.msn.com/en-us/travel/news/rebecca-van-dyck-joins-airbnb-as-cmo-amid-strategic-shift/ar-AA1Gawb9Tesla's Registrations Down 90% - https://www.cbc.ca/news/canada/tesla-registrations-quebec-1.7547483Ad of the week: Heineken “Pub Succession” - https://www.youtube.com/watch?v=GStBV-Js15A
In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape.
To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.
Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing.
The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more.
This is an episode you do not want to miss!
Enjoy the show.
Our Guests
Connor Archbold, Co-Founder and Co-CEO, Tracksuit
https://www.linkedin.com/in/connor-archbold/
Matt Herbert, Co-Founder and Co-CEO, Tracksuit
https://www.linkedin.com/in/herbertmattj/
Follow our updates here:
https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
00:00 - Introduction to Brand Tracking and Creative Marketing
03:08 - The Evolution of Performance Marketing
06:02 - Founders' Journey: From Law to Brand Tracking
09:04 - The Impact of Cookie Deprecation on Measurement
12:07 - Connecting Brand and Performance Marketing
14:54 - The Role of Awareness in Brand Success
17:55 - The Importance of Creative in Marketing
20:59 - Building Brand Awareness as a Startup
24:09 - Navigating Investor Expectations in Marketing
26:52 - The Shift Towards Long-Term Brand Building
30:09 - Marketing Effectiveness Principles and Their Relevance
32:46 - The Future of Marketing: Creativity and Technology
36:09 - The Awareness Advantage: Insights from Reports
48:07 - The Importance of Brand Awareness
54:54 - Nike's Brand Strategy and Market Positioning
01:00:52 - The Role of Emotion in Advertising
01:06:04 - The Cost of Dull Advertising
01:16:04 - Aligning Brand Strategy with Investor Expectations
Summary
In this episode, Marc Binkley and Vassilis Douros discuss various topics, including brand purpose, insights from Google Marketing Live, the impact of AI on advertising, the decline of Hudson's Bay, and strategies for capturing consumer attention in a digital landscape. They also highlight a humorous advertising campaign featuring Jason Alexander.
Enjoy the show!
Follow our updates:
https://www.linkedin.com/company/sleeping-barber/
Our Hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros
Timestamps:
00:00 - Introduction
03:03 - Is Brand Purpose Dead?
06:26 - Google I.O. and Marketing Innovations
11:34 - The Impact of AI on Advertising
14:49 - Balancing Automation and Control in Advertising
15:24 - The Fall of a Canadian Icon: Hudson's Bay
21:09 - Marketing Insights: Hacking the Attention Economy
25:46 - Creative Advertising: Jason Alexander's New Campaign
27:31 - Upcoming Episode: Measurement Series with Dale Harrison
Takeaways:
Brand purpose must be woven into the company's ethos.
Google Marketing Live introduced new AI tools for advertisers.
AI can optimize ad performance but requires careful management.
Hudson's Bay's decline reflects broader retail challenges.
Distinctive brand assets are crucial for effective advertising.
Attention spans for digital ads are alarmingly short.
Marketers must adapt to changing consumer behaviors.
Jason Alexander's campaign showcases effective brand storytelling.
Understanding the full funnel is essential for measurement.
Continuous testing and learning are vital in advertising.
In this episode of the Sleeping Barber Podcast, our hosts Marc Binkley and Vassilis Douros engage in a thought-provoking conversation with Mitch Joel, a renowned entrepreneur and marketing expert.
They explore Mitch's diverse career journey, the evolution of marketing and agency relationships, and the impact of AI on the industry. The discussion emphasizes the importance of custodianship in brand management and the shift from speed to momentum in marketing strategies.
Mitch shares insights on the changing landscape of performance marketing and the necessity for marketers to take ownership of their roles in a rapidly evolving environment. This is an episode you dont want to miss!
Enjoy the show!
Our Guest
Mitch Joel
Entrepreneur, Investor, Speaker
Co-Founder of ThinkersOne - bite sized thought leadership from the best thinkers in the world
Former President of Twist Image Digital Marketing Agency that sold to WPP
Named to Thinkers50 Radar List
Author of Six Pixels of Separation & CTRL ALT Delete
https://www.linkedin.com/in/mitchjoel/
https://www.mitchjoel.com/
Follow our updates here: https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
00:00 - Introduction
01:25 - Mitch Joel's Career Journey
12:54 - The Evolution of Marketing and Agencies
17:09 - The Agency-Brand Relationship in the AI Era
26:20 - The Shift Towards In-House Marketing
33:09 - The One-to-X Marketing Model
38:11 - The Shift from Performance to Brand Storytelling
41:16 - The Role of Custodianship in Marketing
44:59 - Navigating Brand Evolution and Change
49:54 - Emotional Engagement in Marketing
54:39 - Speed vs. Momentum in Leading Change
01:00:31 - Personal Agency in the Age of AI
01:03:05 - Post-Pod with V & Marc
In this episode of the Barber's Brief, hosts add a little twisst.
Vassilis and Marc discuss their upcoming Cannes Lions Festival of Creativity attendance. They explore the significance of the festival, its structure, and the various components that make it a premier event in the marketing and creativity space.
The hosts share their excitement about networking opportunities, notable speakers, and key themes such as AI and the creator economy.
They also touch on new award categories and their plans for media coverage during the festival.
Enjoy the show!
Timestamps
00:00 - Introduction
02:56 - Exploring the Festival's Structure and Events
05:58 - Key Themes and Topics of Interest
08:56 - Insights on the Creator Economy and AI
12:01 - Notable Speakers and Jury Members
15:00 - Navigating the Festival Experience
17:54 - Conclusion and Future Plans
