{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fb84dedf0-3a1c-4df1-94e8-cf44419806e2","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/b84dedf0-3a1c-4df1-94e8-cf44419806e2\"></iframe>","title":"SBP 131: Chuckwagon Tarps a Sign of Economic Growth? The Barber's Brief, July 10 2025.","description":"<p>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. </p><p>Each topic highlights the evolving landscape of marketing and the importance of adapting strategies to meet consumer needs and behaviors.</p><p>Follow our updates here: \u2060\u2060</p><p>https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p><p>https://www.sleepingbarber.ca</p><p>Get in touch with our hosts:</p><p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p><p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p><p>Takeaways</p><p>The Calgary Stampede serves as an unofficial economic indicator.</p><p>Attendance at the Stampede is on pace to break records.</p><p>Google Ads are seeing a decline in click-through rates post-AI integration.</p><p>Longer queries are becoming more common in search behavior.</p><p>Viral content does not always correlate with brand growth.</p><p>Experiential marketing is becoming more important than traditional ads.</p><p>Generic ads can outperform personalized retargeting ads in certain contexts.</p><p>Timing is crucial for effective retargeting strategies.</p><p>Stella Artois' Wimbledon campaign creatively aligns with cultural events.</p><p>Emotional connections in marketing are essential for brand differentiation.</p><p><br></p><p>Chapters</p><p>00:00 - Introduction</p><p>00:57 - Calgary Stampede: Economic Indicator</p><p>03:14 - Shifts in Google Ads Post-AI</p><p>06:33 - The Long and Short of Advertising</p><p>07:58 - MasterCard's Experiential Marketing Shift</p><p>11:10 - Retargeting: When Does It Work?</p><p>17:36 - Stella Artois: Wimbledon Campaign Highlights</p><p><br></p><p>Links:</p><p>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</p><p>Google Ads data shows query length shift post-AI Mode - https://searchengineland.com/google-ads-data-shows-query-length-shift-post-ai-mode-458162</p><p>Post from Andrew Tindal about the Long & Short (form) of it - https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7346158065483718657-bp2y</p><p>Advertising is not working the way it used to\u2019: Why Mastercard has pivoted to an experiential future - https://www.marketingweek.com/advertising-not-working-mastercard-experiential/</p><p>Marketing Moment:</p><p>When does Retargeting Work?</p><p>https://ide.mit.edu/wp-content/uploads/2016/04/2011.12_Lambrecht_Tucker_When-Does-Retargeting-Work_311.pdf?x88505</p><p>Dressed in White for Wimbledon - https://www.famouscampaigns.com/2025/07/stella-artois-serves-up-limited-edition-white-can-for-wimbledon</p><p><br></p><p>From Performance Marketing To Experience Marketing</p><p>https://www.linkedin.com/pulse/from-performance-marketing-experience-engineering-consumer-douros-hasdc</p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/fa6db2e6-13ff-483f-a7c5-d7b0c081f26b/21697713-1752124411501-292fea1bc9cbe.jpg"}