We open the doors to how great marketing actually gets made.
A travelling podcast from Effie Europe and REBORRN, filmed on location inside the offices, war rooms and R&D labs of the world's most effective marketing teams: the unfiltered moments where ideas take shape, the ways of working that make them possible, and the people who carry them through.
In this episode of Marketing Factories, a podcast by Effie Europe and REBORRN, Dafni Prosalika (Partner at REBORRN) welcomes Jarosław Serednicki, Marketing & Digital Director at Żabka Polska, recorded at Żabka's new office in central Warsaw.
Watch on YouTubeIn this episode we sit down with Grainne Wafer, Global Category Director Guinness at Diageo, to unpack one of the boldest brand turnarounds in modern marketing: how a report telling Guinness it was "no longer cool" sparked a social-first reset that took a 267-year-old brand to double-digit growth, recorded at the Gravity Bar in the Guinness Storehouse in Dublin.
Watch on YouTubeIn our latest episode we sit down with Ulrich Klenke, Chief Brand Officer of Deutsche Telekom, to unpack how you grow brand equity when connectivity has become a commodity, why the company is “not Deutsche anymore and not Telekom anymore”, and the AI-first, market-led operating model behind a €96.2 billion brand.
Watch on YouTubeIn our latest episode we sit down with Stephan Loerke, CEO of the World Federation of Advertisers (WFA), and Charley Stoney, CEO of the European Association of Communications Agencies (EACA) and President of VoxComm, to unpack why the agency payment model is breaking and what AI, pitching waste and creativity mean for marketing effectiveness.
Watch on YouTubeIn this episode we sit down with Roy Gardner, VP of Brand Activation for Europe at adidas, to break down the brand marketing turnaround that took adidas from loss-making in 2023 to owning the World Cup, and the “brilliance at speed” operating model behind it.
Watch on YouTubeFor this Effie special we're joined by Staffan Ekstam, Nordic Marketing & Brand Strategy Director at McDonald's Sverige, and Petter Dixelius, Creative Director and Partner at NORD DDB Stockholm, to explore the twenty-year client-agency partnership behind one of 2025's most awarded campaigns.
Watch on YouTubeIn this episode we talk with Rob van Griensven, Global Digital Director at The HEINEKEN Company, about the “Art, Science, Courage” creative formula and the digital marketing model that made a 150-year-old beer brand one of the world's most creative.
Watch on YouTubeIn this episode we're joined by Ibrahim Khan, Global Marketing VP for Fanta at The Coca-Cola Company, to unpack the two-year global rebrand that stripped an $18 billion, 190-country icon back to two words and moved 70% of its media investment away from TV.
Watch on YouTubeIn our first episode we sit down with Tobias Sparnaaij, Global Marketing Lead for the Masterbrand & Sticks portfolio at Magnum, and Bruno Yanagui Gomiero, Global Planning Director at Lola MullenLowe, to explore how sound became Magnum's most valuable distinctive brand asset and the neuroscience of the “drool factor.”
Partner, REBORRN
“Endlessly curious about what drives people's choices.”
At 26, Dafni hung a sign on the door of her first marcomms company that read “Sigmund.” A psychologist and criminologist by training, she was betting that a deep curiosity about what drives people's choices would be her edge. It was.
That curiosity never switched off. It's taken her inside some of the world's biggest companies, helping them crack how modern marketing actually works, not from the outside, but from within the machine.
Now she hosts Marketing Factories for the most honest reason there is: to keep having the conversations she can't get enough of. The good, the bad and the downright ugly of marketing effectiveness, with people far smarter than her.
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