SBP 222: SBP Interview - Feels vs. Deals: The Real Battle for Q4. With Andrew Tindall and Vanessa Chin.

What actually mattered at Cannes?

More importantly...

What should marketers do differently because of it?

In this special collaboration between The Sleeping Barber, That's What I Call Marketing, and System1, we unpack the biggest lessons from Cannes Lions and turn them into practical advice for the second half of the year.

Topics include:

• Mark Ritson & Byron Sharp's rare appearance together
• Why creativity still beats optimization
• AI's real role in advertising
• The rise of creators
• Why memory—not impressions—is becoming the metric that matters
• Why audio may be marketing's biggest opportunity
• The Q4 creative playbook

If you're planning campaigns for the second half of the year, this conversation is your roadmap.

Chapters:

00:00 - Welcome & Why This Conversation Matters

01:20 - What Really Happened Between Byron Sharp & Mark Ritson

05:35 - Where They Still Disagree

06:15 - Why Consistency Is Marketing's Biggest Weakness

09:20 - What Marketers Often Misunderstand

11:45 - AI After Cannes: Hype vs Reality

17:15 - Are We Already Bored of AI?

18:35 - Brand Characters, Consistency & Memory

23:40 - Why Audio Could Be Marketing's Next Big Opportunity

31:30 - Why Radio Still Works

37:20 - Creators: What Most Brands Get Wrong

43:30 - Memory Is Becoming Marketing's Most Important Metric

51:50 - The Q4 Playbook

54:00 - Feels vs Deals

59:00 - Why Great Christmas Ads Return Every Year

1:00:30 - Final Advice for Marketers