PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.

In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).

This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why "freedom through structure" unlocks better creative than open-ended briefs.

If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.

What You'll Learn:

Why PR should be renamed "communications" (and what that shift actually means)

The briefing framework that gets agencies to do their best work

How to turn one event into months of content across every channel

The truth about influencer numbers vs. engagement (and when each matters)

Why budget constraints unlock creativity instead of killing it

The "brand newsroom" model and who should be your editor-in-chief

How smaller brands can win with agility against bigger competitors

CHAPTERS:

00:00 - Introduction: The Evolution of PR

02:15 - Why "PR" Needs to Become "Communications"

04:25 - Case Study: How One Email Changed a Client's Mind

07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth

10:04 - Why Great Campaigns Start With Great Briefs

11:16 - The "Freedom Through Structure" Briefing Framework

13:14 - Why Budget Can Be a Beautiful Constraint

14:27 - Events as Content Machines, Not One-Day Moments

18:27 - Measuring Event Success: Beyond Who Showed Up

19:45 - Working With Influencers & Creators: Authenticity First

23:06 - Does Follower Count Actually Matter?

26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment

28:00 - The Brand Newsroom Model: Operating Like a Publisher

29:14 - Speed, Approvals & Team Alignment

32:05 - Practical Advice: Setting Up Your Comms Function for Success

37:52 - The Editor-in-Chief Role: Who Defends the Idea?

with Legacy Communications

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PR has always been about influence. Coverage, credibility, shaping the conversation. But in 2025, PR is becoming something bigger: the infrastructure that powers discovery itself.

In this episode of That’s What I Call Marketing, we unpack the collision of PR, SEO, and brand building in the age of AI search. Google’s AI Overviews, ChatGPT, and other tools are no longer sending users to ten blue links. They’re generating answers directly in the results. And those answers don’t come from nowhere.

Research shows that 89% of AI summaries trace back to earned media sources. Trusted outlets. Independent stories. Journalism that carries weight. Which means PR isn’t just a “nice to have” for reputation anymore — it’s becoming the raw material that decides whether your brand even shows up in the customer journey.

Across this conversation, we explore what that means for marketers:

• Why PR and SEO can’t live in silos, and how the brand newsroom model makes them work together.
• How to build visibility when there’s no guarantee of a click — and why being named in the answer might be more valuable than a referral.
• The role of blogs and owned content in the AI era — why they still matter, even if they never rank.
• How attribution is breaking down, and what marketers can do to rethink measurement when direct traffic and PPC get over-credited.
• Practical tactics: answering every related question in your content, writing for bots as much as for humans, and creating proof that compounds rather than one-off case studies.
• Why creative PR still matters more than ever, and how to structure stories that journalists — and machines — can’t ignore.

This isn’t a theoretical debate. It’s a frontline look at how PR is changing, why credibility is the most valuable currency in marketing, and what teams need to do to stay visible in a world where discovery is shifting beneath our feet.

If you care about where marketing is going, how to keep your brand discoverable, and why PR is entering a new golden age, this is the episode for you.

1:50 – The “oh shit” moment: Google AI Overviews

7:48 – PR as trust signals in AI

13:01 – Discovery beyond Google

15:35 – Blogs still matter

23:17 – Attribution is broken

31:22 – SEO becomes a brand function

44:08 – Writing for bots, not humans

49:20 – Don’t chase every shiny channel

57:00 – Building a Legacy

The Building A Legacy Series are in partnership with Legacy Communications

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Discover the challenges and strategies of leading brands such as Diageo and Indeed in navigating marketing spend and efficiency. Explore the rise and fall of BrewDog within the competitive beer category. Celebrate the unexpected but impactful engagement of Taylor Swift and Kansas City Chiefs' Travis Kelce, and the buzz around Gordon Ramsay's new Wagyu burger collaboration with Burger King. With expert analysis from Tracksuit this episode is packed with valuable insights for marketers navigating a rapidly changing landscape. Don't miss out on these compelling stories rooted in brand data and strategy!

02:43 Marketing Strategies of Major Brands

04:40 Balancing Efficiency and Brand Building

06:13 The Role of AI and Organic Channels

06:32 Case Study: Indeed's Marketing Approach

08:42 Historical Evidence on Marketing Cuts

17:11 BrewDog's Market Performance

20:07 BrewDog's Brand Health and Challenges

20:35 BrewDog's Rebranding and Market Position

21:12 Cultural Impact on BrewDog's Brand

23:24 BrewDog's Competition and Strategic Moves

25:46 Taylor Swift and Kansas City Chiefs: A Brand Collaboration

32:50 Gordon Ramsey and Burger King Collaboration

Find the hosts:

• Jasper: https://www.linkedin.com/in/jasperskinner/
• Dan:https://www.linkedin.com/in/dan-fleming-a15854118/
• Conor: https://www.linkedin.com/in/conorbyrne/

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An in-depth conversation with the legendary Sir John Hegarty. Renowned for his groundbreaking work in advertising, Sir John shares his invaluable insights on the evolution of marketing, the role of creativity, and the future impact of AI on the industry. We explore Sir John's early career challenges, including being fired from his first job, and how these setbacks fueled his persistence and success.

Hear John talk about the campaign he loves, the one no one talks about as well as fascinating anecdotes behind iconic campaigns like Levi's 'Laundrette' and understand the magic behind their creation.

Discover why Sir John believes that creativity is the lifeblood of innovation and how companies can harness it for exponential growth. Learn about the importance of experimentation and the pitfalls of relying solely on data and algorithms.

This episode is a treasure trove of wisdom for anyone passionate about marketing, advertising, and creativity. Don't miss out on this opportunity to gain knowledge from one of the greatest minds in the industry.

00:58 Introducing Sir John Hegerty

01:17 The Knighthood Experience

03:27 Early Career Challenges

04:19 The Power of Failure

06:59 The Creative Revolution in Advertising

12:29 Iconic Campaigns and Their Impact

26:14 The Role of Humor and Testing in Advertising

34:00 The Importance of Creativity in Business

35:58 The Future of Marketing and Creativity

36:15 Stalking and Modern Advertising

37:18 The Role of AI in Marketing

39:00 Product Demonstration and AI

40:08 The CMO's New Role

42:02 The Importance of Creativity

44:41 Creativity in Business

46:29 The Impact of AI on Jobs

48:47 Experimentation and Fun in Marketing

55:22 Challenges and Fear in Marketing

01:04:20 Reflecting on a Legacy

Find out more about Sir John's course here

Visit That's What I Call Marketing here

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Kaveri Camire, the Chief Marketing Officer (CMO) of DXC Technologies, to delve into the multifaceted world of B2B marketing. Kaveri shares her impressive 20-year career journey at IBM and the significant transition to her current role. The conversation explores various themes, including brand positioning, international marketing, corporate culture, and the adoption of AI in marketing strategies. Kaveri emphasises the importance of building personal and professional narratives and how that helps frame new market categories. The discussion covers her hands-on approach to team building, the challenges of navigating large organisations, and her methodologies for driving growth and innovation through data-driven decisions. Kaveri also touches upon notable client partnerships, the intrinsic value of human connection in business, and the power of effective storytelling.

05:00 Lessons from IBM: Innovation, Global Operations, and Market Categories

08:30 Kaveri’s Role at DXC Technologies: Brand Positioning and Growth

10:00 Navigating Large Organizations: The Power of Humility and Networking

14:50 Experimentation in Marketing: Start Small and Scale

18:30 The Importance of Face-to-Face Meetings: Learning from Global Teams

22:50 Getting to Know the Company: Aligning with Sales and Offering Leaders

28:30 Customer Relationship Management: Listening and Innovating [30:00] Real-world Applications: Success Stories with Key Clients

36:00 Business Value of Sponsorships: Client-led Value in Partnerships

42:02 Strategic partnerships and sponsorships

45:38 Challenges and advice for CMOs

Don't forget to like, share, and subscribe to help us reach a wider audience!

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B2B marketing doesn’t have to be boring. In this episode, we unpack how creativity drives measurable B2B growth—uniting brand and demand, scaling global ideas locally, proving ROI, and using AI where it actually moves the needle. You’ll hear from Salesforce’s APAC marketing leader and Cannes Lions Creative B2B jury president on the playbook behind human-to-human work that fills pipelines, not just decks.

What you’ll learn

• Brand→Demand, together: Why separating brand and demand hurts performance—and how bringing them into one plan makes ROI easier to prove.
• Global to local at scale (the 70/30 rule): What to keep from HQ and what to adapt—plus why a deep customer-story library is a B2B cheat code.
• Creativity that converts: The B2B decade is here—emotion, humor, and human truth are now winning at the highest level.
• Measurement that matters: How to include brand spend in the business case and show full-funnel impact.
• AI that actually helps marketers: From segmentation and targeting lifts to marketers building agents in ~20 minutes—practical ways AI amplifies outcomes.
• Small business spotlight: What the Cannes Grand Prix winner signals about SMB-focused B2B and the rise of meaningful creator/influencer roles.

Who this episode is for

B2B CMOs, VPs, and growth leaders who need to scale creativity, prove impact, and translate global platforms into local results—without losing speed.

02:15 Episode starts • hello, Cannes context, setting the agenda.

03:15 Agency lessons in SE Asia • Mindshare perspective.

04:46 Operating in 185+ markets • global expansion as a career crucible.

05:49 Head-down, hands-dirty growth • owning your voice.

08:44 Sponsorship over self-promotion • lifting others as a leader.

16:48 How to land in new markets • agents, on-ground research, and digital sales.

18:28 Weekly stack-ranking 185 markets • what to optimise and when.

21:03 Sliding-doors into Salesforce • building the SE Asia marketing team.

22:16 Why Jakarta matters • local talent and skills on the rise.

23:44 The 70/30 rule • global platforms, local edge + customer story library.

24:56 The B2B decade • creativity, buying groups of ~23, and being human.

26:05 Brands getting B2B right • Workday, ServiceNow, Canva.

31:44 Measurement that matters • include brand spend in the business case.

33:15 AI that actually helps • targeting, segmentation, “20-minute” agents.

35:18 Future talent in an AI world • learning without losing the craft.

37:22 Cannes 2025 takeaways • best year yet for Creative B2B; emotion rises.

38:44 From token purpose to real value • long-term, business-backed impact.

51:41 Mentoring future female leaders •.

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The fastest way to grow 17 brands might be to advertise one.

Kellogg’s made a deliberate shift from spreading budget across 17 sub-brands to backing the masterbrand—reviving underused distinctive assets (hello, Cornelius), aligning a region on one idea, and building a creative platform with swagger. “Ultimately, a brand is a promise.”

What this episode covers:

• Masterbrand vs sub-brands: Why the team said, “We absolutely have to back the master brand”—and how one super-asset can “float all the other boats.”
• Global idea, local truth: The universal insight—win the morning (“you do you”) or you compromise the day—rooted in a 300+ person ethnographic study across Europe.
• Distinctive Brand Assets with plot (not just props): The DBA audit that unlocked Back the Bird, plus the moment the team literally “backed the bird.”
• Music as memory structure: How Jurassic 5 became their first-ever ad license—and why the track was stress-tested on set until nobody could imagine the film without it.
• Retail reality: Competing with own-label through superior product + brand value, a ruthless shelf line—Get the Original—and activations only Kellogg’s can do (e.g., EFL soccer camps).
• Effectiveness & scale: Ipsos and System1 pre-tests scored extremely highly; early sentiment is off the charts across UK/IE and also France/Italy—giving confidence to build the platform out.

01:36 Kellogg's Legacy and Marketing Philosophy

02:19 The Power of the Kellogg Master Brand

06:20 Building Internal Alignment

12:06 Global to Local Marketing Challenges

20:44 Reviving Cornelius the Rooster

24:20 Discovering Cornelius: The Strong DBA Asset

25:08 The Role of Music in Advertising

28:36 The Journey of Marketing Transformation

32:46 Facing the Challenge of Own Label Brands

37:19 The Power of Creativity and Brand Identity

39:25 Measuring Success and Future Plans

44:22 A Defining Moment for the Brand

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In this episode of 'The Singles,' we explore a range of exciting topics, from analyzing American Eagle's controversial Sydney Sweeney ad to uncovering the growth behind the British Grand Prix. We also delve into Lavazza's heartwarming coffee campaigns and discuss the unpredictable virality of internet sensations, including the 'Ibiza Final Boss.' Get ready for data-backed insights, hilarious moments, and a whole lot of marketing wisdom. Don't forget to like, share, and review to help us reach more listeners in the ever-changing podcasting landscape. Tune in now for an unmissable episode!

03:12 American Eagle and Sydney Sweeney Controversy

15:38 British Grand Prix and Formula One Insights

23:45 Lavazza's Emotional Coffee Campaign

29:10 Cultural Moments and Reactive Marketing

35:35 Jet2 Holidays and Brand Perception

Find the hosts:

• Jasper: https://www.linkedin.com/in/jasperskinner/
• Dan:https://www.linkedin.com/in/dan-fleming-a15854118/
• Conor: https://www.linkedin.com/in/conorbyrne/

Hosted on Acast. See acast.com/privacy for more information.