In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem.

We hope you enjoy this show!

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 - Post-Cannes Reflections

01:38 - The Tension Between Data and Media

04:52 - Long-Term Campaign Strategies

09:12 - Redefining Campaigns

10:33 - The Hum and the Beats of Marketing

12:21 - The Power of AI in Marketing

14:55 - The Evolution of Cannes Festival

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising.

The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.

We hope you enjoy the show!

Our Guest:

David Tiltman

Chief Content Officer, WARC; SVP Content, LIONS Intelligence

https://www.linkedin.com/in/david-tiltman-5a2a6614/

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/⁠

Episode Takeaways:

• Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.
• The festival includes both a core event and a vibrant fringe, offering diverse experiences.
• Creativity must be linked to commercial effectiveness in today's marketing landscape.
• The rise of AI is reshaping how marketers approach creativity and effectiveness.
• Craftsmanship in marketing is essential and cannot be easily automated.
• The American marketing landscape is sophisticated but has its challenges.
• The Multiplier Effect highlights the importance of effective marketing strategies.
• Marketers need to communicate effectiveness in relatable terms to a broader audience.
• The tension between best practices and market trends is a significant challenge.
• Lions Intelligence aims to provide valuable insights and tools for marketers.

Chapters

00:00 - Introduction

00:58 - The Evolution of Cannes Festival

03:48 - Experiencing the Fringe and Spontaneity

05:55 - Making Effectiveness Entertaining

07:54 - Balancing Creativity and Effectiveness

09:45 - The Shift in Festival Programming

11:48 - The Multiplier Effect and Industry Response

14:24 - Emerging Trends and Frameworks

16:10 - The Evolving Landscape of Marketing Practices

18:40 - Navigating the Creator Economy and Brand Recognition

21:30 - The Craft of Marketing: Balancing Creativity and Consistency

22:46 - American Marketing: Insights and Challenges

27:34 - Introducing Lions Intelligence: A New Era in Marketing Research

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