Lab-Grown Marketing

• Mark Ritson on Marketing, B2B, and the Future of AI

  It’s the season finale, and Jon and Peter are bringing in the big guns: Professor Mark Ritson, the man who can make or break your marketing ego in a single sentence.Ever wondered how to beat Roger Federer at tennis? It’s basic math to Mark: you simply don’t play him.Mark’s breaking down some of his top marketing lessons of all time in a few words or less, discussing what he really thinks of *that* Sydney Sweeney ad, and explaining why “knowing the language of the boardroom” is worthless if you can’t actually do the marketing.He also waxes poetic about the main difference between B2B and B2C marketing, dishes on the future of AI (spoiler: it’s not just hype), dunks on NFTs (aka “Idiot magnets”) and the metaverse (just stupid), and tells Jon and Peter just how insane they really were leaving LinkedIn.If you’ve ever wondered whether marketers need MBAs, personas, or an overpriced metaverse avatar, the answer is the same: absolutely not. Strap in — this finale is sharp, brutal, and very Ritson.02:32 - Walking Down Memory Lane with Mark Ritson04:15 - Mark Ritson on Marketing23:10 - Is B2B Really Any Different from B2C?32:45 - The Future of AI

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• Blands Over Brands: When the Risk isn’t Worth the Reward

  What do Weight Watchers, Tropicana, ABRDN, Jaguar, and HBO all have in common?You guessed it — terrible rebrands. In this ep, Jon and Peter are putting risky marketing moves under the microscope to ask the question — just how much risk is too much?First, they’re diving into the feed and covering some of marketing’s biggest acts of brandilism. Why are so many brands turning into blands? And are there better ways for marketing to take the risk out of risky business (like, oh, say… rebranding)?  Step away from the computer and drop the rebranding stick immediately because Peter and Jon are explaining why category optionality is a far superior solution, keeping a diverse customer base is king, and how AI can be a clutch component to making your customer research completely risk-free.Plus, how do CFOs and CMOs really feel about risk management? Peter and Jon unpack the data to get to the juicy center of your CFO's cold, steely heart before heading into the Synthetic Salon to chat with Rory Sutherland and Nassim Taleb about the perception and safety of brand in decision-making. 01:17 From the Feed – The Risk of a Rebrand09:33 Million Dollar Data – How Marketers and CFOs Think About Risk16:02 Mental Model – Why Marketing and AI Derisk Business26:38 Synthetic Salon – Sori Rutherland

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• Why Clicks Don’t Equal Cash (and What to Track Instead)

  Back from Cannes and still reeking of overpriced rosé, Peter and Jon tackle the pain point marketers love to hate but can’t stop obsessing over: measurement. In this episode, they take a flamethrower to the click-through cult and ask the real question: why are we still chasing metrics that don’t matter?First up in From the Feed, the boys unpack the 95-5 rule thanks to a spicy little post from a French professor and dive into why most brands are over-indexing on the 5%. Can we finally just agree? Brand is the real engine of demand.And why do 8 out of 10 marketers still worship at the altar of click-through rate? You know… the metric that hasn’t correlated with purchase intent since like, ever. Can Jon and Peter talk some sense into the cult of CTR? They introduce the CMO Scorecard — a smarter framework for measuring what actually matters (creative, media, and outcomes) and explain how your obsession with CTR might be negatively impacting your brand’s performance.Finally, in the Synthetic Salon, they welcome Fannie Duke (not Annie, obviously), the probabilistic princess of poker and marketing realism. She explains how in both games and marketing, you can make the right decision and still lose. So then, just how much does measurement matter in a game of chance? 03:07 From the Feed — The 95-5 Rule Receives Pushback11:29 Million Dollar Data —  Enough with Click Through Rates Already17:51 Mental Model —  How to (and NOT to) Think About Measurement35:07 Synthetic Salon — Probabilistic vs. Deterministic (ft. Fannie Duke)

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• Targeting: Go Broad or Go Broke

  This week on the pod, Peter and Jon are done talking about the marketing renaissance — so they’re leaping into the new age of marketing maximalism. When it comes to ad targeting, more is more. So why do so many marketers keep trying to hypertarget the “perfect” audience? After all, brands used to succeed before targeting was invented… so is it possible it just isn’t as important as we’ve been led to believe it is?In a recent article, 67% of people targeted as parents didn’t actually have any kids… so that begs the question — how accurate is hyper-specific targeting anyways? And is it possible you’re really just being scammed?Then, the guys reveal what the only number that matters in marketing is and why they live by the mantra “go broad or go broke.” Are you shooting yourself in the foot by limiting your targeted audience? And just how much targeting is too much targeting?And later, Peter and Jon break down the synthetic stats on how B2B and B2B marketers prioritize targeting vs. reach before heading over to the Synthetic Salon for a lively showdown with Helena, a die-hard hypertargeting fan. Can Peter and Jon convince her to embrace the maximalist mindset? TBD. 01:30 From the Feed — When Ad Targeting Goes Wrong04:43 Mental Model — Reach Maximalism12:37 Million Dollar Data — Targeting vs. Reach19:04 Synthetic Salon — The Case for Hypertargeting

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• The Formula for Not Wasting Your Creative Budget

  Creative: everyone's got an opinion, but no one seems to have a framework. Until now.In this episode of Lab Grown Marketing, Jon and Peter pull back the curtain on what makes creative actually effective—not just award-worthy. Spoiler: most award-winning ads are terribly branded.They cover Coca-Cola’s AI-generated holiday ad (spoiler: creative directors hate it, the AI loves it), and walk us through the ABLE Framework—a financial formula for creative effectiveness that's as brutal as it is helpful. Finally, they use lab grown research to test IBM's most famous taglines through the ABLE lens and reveal which one actually drives business results (hint: it’s not “Let’s Build a Smarter Planet”).Creative may be art—but it turns out, it’s also math.01:54 - From the Feed – Coca-Cola’s AI Ad: Good, Bad, or Just Too Branded?14:49 - Million Dollar Data – Which IBM Tagline Actually Works?24:39 - Synthetic Salon with Pocket Professor

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