Podcast Pick of the Week: Shiny New Object feat. Fátima Diez, Five Guys

By Dan Brain, Co-founder + Content Director, MAD//Fest 14 Jun 2019

Having just clocked up 55 episodes of Shiny New Object, Tom Ollerton is a prolific podcaster - an achievement that’s all the more impressive given that Tom founded AI start-up Automated Creative just last year.

The Shiny New Object podcast sees Tom interview marketing innovation magpies about the latest emerging technologies. Previous guests include Gerry D’Angelo, Global Media Director, P&G, Jeremy Waite, Chief Strategy Officer, IBM Watson and Tristan Thomas, Head of Marketing, Monzo.

This episode sees Tom speak to Fátima Diez International Brand Manager at Five Guys about how she makes people want burgers without spending any money on marketing, paid media or vouchering.

Diez, who recently featured in The Drum’s 50 under 30 list, explains to how Five Guys listens to its customers in-store and on social media to “grow genuine love instead of paying people to love us.”

Diez is also wary of buzzwords and calls for brands to think carefully about what’s right for their brand, rather than jump on the latest bandwagon.

It’s well worth a listen and checking out the archive on Spotify here.

Tom is chairing MAD//Picnic on 10 July. Click here for the agenda.