Marketing Meetup Podcast

• Guest Podcast: How 'Well Earned' earned 'The Woodsman' new energy - The Chutes

  🪂 Welcome to The Chutes 🪂The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.It’s time to announce the inaugural winner of The Chutes awards which goes to…The Woodsman Whisky & Mr President for ‘Well Earned’.And now, for an acceptance speech that’s a bit more acceptable, we're here with Jaimie Anderson from Whyte & Mackay and Lillie Price from Mr. President to explain exactly how they created the work that worked.The objectiveTo attract a new audience of consumers and bring fresh energy to the category by positioning it as fun and sociable. Designed as a Scotch that behaves like a bourbon, Woodsman whisky was uniquely placed to stand apart. It offered something different to the category, appealing to a younger audience of drinkers who enjoy mixing their drinks. Traditionally, the whisky category is known for adhering to familiar tropes, often leaning into a more formal tone rooted in heritage and seriousness. Woodsman set out to break that mould, injecting a sense of playfulness and modernity to resonate with a new generation. Enter Barry the Beaver: a rugged puppet character who, after a long day of gnawing trees and building dams, kicks back, relaxes, and enjoys a glass of The Woodsman whisky. Defying all category conventions, The Woodsman faced a polarising challenge: they had something new, creative, and completely distinctive within the whisky category, but would consumers respond with the positivity needed to drive long-term commercial growth?The resultsOn System1’s Test Your Ad platform, The Woodsman achieved an impressive 4.8-Star Rating and exceptional short-term sales potential, ranking it among the top five spirits ads of all time and the number one whisky ad in System1’s Premium database. This campaign’s success in testing translated directly to commercial impact, propelling The Woodsman into the Top 10 blended whisky brands and exceeding its 20% growth goal by an additional 15%. Driven by data, insight, a clear strategy, and emotional resonance, this campaign stands as a testament to a brand that is both market-oriented and unafraid to challenge the status quo. Despite Barry’s “gnarly” appearance, he is a beloved character who resonates deeply with consumers. System1’s emotional FaceTrace© reveals that his presence evokes surprise and joy, leading to a notable increase in positivity. This positions the Woodsman perfectly to continue leveraging Barry in their communications. A distinctive and well-received brand character is truly one of the most valuable assets a brand can have!  Extra resources:Write up: https://system1group.com/ad-of-the-week/barrels-beavers-brilliance-the-worlds-best-whisky-adSystem1 report: https://report.testyourad.com/report/23122294-7b86-474c-8c3c-9dff36db228dWatch the ad: https://www.youtube.com/watch?v=MQPELZriAs0

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• How to measure and track brand marketing - Dan Fleming, Tracksuit

  Brand marketing can feel like a leap of faith – especially when your CEO wants numbers, your budget’s tight, and you're juggling 15 other things. This session is for every marketer who's ever struggled to prove that brand work is more than just vibes. Tracksuit's country lead Dan Fleming will help you with:- Practical KPIs for brand – What to measure (beyond just reach and impressions) when you're short on time and budget.- Making brand measurable – Simple frameworks for linking brand activity to business impact, even if attribution is messy.- Tracking depending on spend – Low-cost to premium ways to track your brand over time and show progress to stakeholders.00:00 – Intro: Why brand tracking matters01:44 – Dan’s story: From VC to brand believer04:11 – What we’ll cover in this session05:00 – What is brand marketing today?10:05 – What metrics actually matter?12:57 – TikTok study: Impressions ≠ awareness16:25 – Brand vs performance: Why it’s not either/or20:00 – The phone test: Future vs current demand22:00 – Making the case to your CFO27:30 – What to do when budgets are cut30:55 – Brand as delayed-response marketing33:20 – Tools for tracking brand at different stages40:10 – RealReal case study: Brand = $15m uplift43:00 – Founders and brand trust47:20 – How to build brand with a small team

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• From Panic Attacks to Public Speaking Pro: Max Hopkinson’s Journey and Framework

  In our latest session, we welcomed the brilliant Max Hopkinson — co-founder of The Keynote Club and former Head of Marketing at Iceland Foods. Max shared his deeply personal and practical journey to becoming a confident public speaker, after once having a panic attack during a presentation on... breaded chicken.Here’s what we covered:Max once believed public speaking “wasn’t for him.” After a panic attack at work, he quit his job.But he knew becoming a better speaker would unlock career opportunities, so he committed to learning.Fast forward: he’s now helping others do the same via The Keynote Club, aiming to support 1 million people.Max shared a framework to help anyone find their ideal speaking topic:Right to Speak: Do you have lived experience? Are you in the top 3-5 people in your network on the topic?Belly Energy: Do you have passion or fire in your belly for it?Audience Fit: Can you empathise with your audience? Are they genuinely interested?Attendees built a full draft of a talk using Max’s 6-box framework:Start – Grab attention (no polite intros!)Intro – Set expectations and show relevanceThree Chapters – A clear structure based on story or chronologyFull Circle – Come back to your start for emotional payoffCall to Action – What should the audience do next?Timings – Allocate time to each section (and always finish early!)Everyone has a story — Max encouraged participants to uncover theirs, even if they think they’re "boring."Speaking = Helping — Focus your talk on helping the audience first, not selling.Starts & Ends Matter Most — That’s where attention is won (or lost).Max even drafted a template email for attendees to send, asking to speak to a real audience. Because, as he says:“The talk you’ll regret most is the one you never give.”If you want to dive deeper, Max’s “High Stakes Speaking” course with The Keynote Club kicks off soon – with sessions designed to help you build talks, master nerves, and grow in confidence.Huge thanks to Max, and if you found the session valuable, do drop him a follow on LinkedIn (he’s just 70 shy of 10k... let’s fix that).Stay tuned for our next webinar with Tracksuit’s Matthew Herbert on how to measure brand marketing.🎤 Max’s Journey into Public Speaking🗺️ Discovering Your "Speaking Territory"🧱 A Simple Talk Structure (with Worksheets!)💡 Key Takeaways📬 Take Action

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• SURREAL’s copywriter: The copywriter’s guide to brand building - John Thornton

  What happens when you combine a cereal brand, surreal humour, and a copywriter who isn’t afraid to admit when he’s just “crapped something out”? You get one of the most delightfully strange and insightful hours of marketing chat you'll ever hear.In this episode, we’re joined by John Thornton, the creative mind behind Surreal’s surreal tone of voice (and ex-Innocent word-wrangler). We chat about:Finding your brand’s voice—even if it’s a bit unhingedWhy humour, honesty, and even typos can win hearts (and views)How to stay weird and do your job as a marketerIt’s honest. It’s smart. It’s surreal in the best possible way. Come for the laughs, stay for the strategy.

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• What Google taught me about branding growing businesses - Nishma Patel Robb

  In this week's podcast, we welcome Nishma Patel Robb, founder of Glittersphere and former Senior Director of Brand & Reputation at Google. Nishma shares her inspiring journey of stepping away from a high-profile corporate career to launch a startup dedicated to helping women achieve financial freedom through powerful personal branding.We dive deep into:Why Nishma left Google and the motivation behind creating GlittersphereKey lessons from corporate giants and what small businesses can learn (and do better)Practical tips on building authentic and impactful personal brandsThe core elements of strong brands and storytelling that truly connectsThis conversation is packed with insight, warmth, and actionable advice—perfect for marketers, entrepreneurs, and anyone looking to make their brand stand out.

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