Canned the Marketing Podcast

It’s 2026, Ben’s back from Rio (minus a phone… plus a backup phone like an absolute psychopath), and Steph’s back from a soggy Coromandel reset. This week, they crack open the crystal ball and give it their best shot at calling the trends for marketers to pay attention to in 2026—brand vs performance, AI slop, agency shake-ups, and why “real” is the new premium.
What You’ll Learn in This Episode
Brand is back (and B2B finally got the memo): Why over-relying on lead gen is about to hit diminishing returns—and what smarter funnel balance looks like.
AI adoption + AI backlash: How the rise of AI is also creating demand for human tone, originality, and experiences you can’t copy-paste.
Specialist agencies will win: Why consolidation opens the door for niche players (and why the big generalists may struggle to justify margins).
The content explosion is coming: More content than ever… but quality will be the only thing that cuts through.
Long-form makes a comeback: Podcasts, Substack, and deeper storytelling as a counter-move to short-form overload.
B2B buyer expectations are evolving: Consumer-level experiences are now the baseline—generic websites and generic messaging won’t survive.
New role alert: “Vibe Translator”: Why businesses may need a human to translate the subtext between CEO ambition and CFO caution. ;)
Bonus Nuggets
Ben’s Rio marketing lens: beachfront selling, loudspeakers, national pride, and the kind of “awareness” you can’t block.
Elf Cosmetics x Liquid Death: a brand collab that’s basically a marketing fever dream (in a good way).
SXSW Sydney cancelled: what it signals about event viability and where marketers might look instead (Austin, anyone?).
CES gadgets: fridge cameras, barcode scanning, and a robot vacuum that does stairs (aka: the future is weird).
Why Listen?
Every week Canned breaks down localised marketing trends and hot takes every marketer needs to know . This episode is about 'better'.  Better brand thinking, better creative judgment in an AI-saturated world, and better strategy for where humans add value (hint: not generating 500 “Buy our widgets!” ads). If you’re trying to make smart calls on budget, brand, content, and capability this year—this episode will sharpen your instincts fast.
Chapters (with timestamps)
00:00 – Welcome back to 2026: Ben (Human Digital) + Steph (Cue Marketing) set the scene
00:34 – Holiday recap: Coromandel calm vs Rio chaos (and the stolen phone story)
04:08 – Marketing in Rio: what stood out “in the wild”
05:37 – Steph’s marketing news: Elf x Liquid Death + Sydney Sweeney/American Apparel talk
08:44 – Ben’s news: Golden Globes adds a podcast category + CES highlights + SXSW Sydney cancelled
13:00 – Episode setup: 2026 predictions + disclaimer (no fact-checkers were harmed)
14:08 – Prediction 1 (Ben): Brand becomes even more important, especially in B2B
16:13 – Prediction 1 (Steph): The “real” renaissance + experiences + anti-AI sameness
19:39 – Prediction 2 (Ben): Rise of specialist agencies + in-housing + AI reshaping roles
23:15 – Prediction 3 (Steph): Optimism returns (steady growth, not boom) + more fractional/specialist talent use
26:29 – Prediction 3 (Ben): Content explosion: quantity rises, quality decides
29:39 – Prediction 4 (Steph): Long-form comeback (Substack, blogs, longer storytelling) + more podcasts
31:23 – Prediction 5 (Ben): B2B buyer exper
www.cannedmarketing.com
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

It’s the Canned Christmas special — and we’re not handing out participation trophies. Hosts  Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) are joined by brand strategist and cultural commentator Eugene Healey for a sharp, no-holds-barred breakdown of the brands that defined 2025 — for better and for worse. From Cannes side-quests to culture-war campaigns, this episode cuts through the hype to ask one brutal question: did it actually work?

What You’ll Learn in This Episode

Why Cannes feels more like a tech festival than a creative one
Who really owns the agenda now — and why “creativity” is often just the theme, not the point.
The danger of confusing discourse with demand
Why brands can win the internet and still lose the market (hello, American Eagle).
How New Zealand continues to punch above its weight creatively
And why small markets can still make globally relevant work.
What great brand recovery actually looks like
When leaning into chaos is smarter than running from it.
Why regulation is not an excuse for boring marketing
And how the best brands find space to move anyway.
What separates talkable campaigns from effective ones
The difference between cultural noise and commercial impact.

Bonus Nuggets

Why Eugene calls Cannes “a tech conference wearing creativity as a costume”
The real reason Australian industries feel creatively paralysed
How IKEA nailed its NZ launch by obsessing over lived experience
Why Coca-Cola’s AI Christmas ads feel like “elevator music for television”

Naughty & Nice List Highlights

Naughty: American Eagle – cultural heat, commercial cold
Nice: Herpes NZ – purpose-led creativity that actually moved behaviour
Naughty: Optus – when brand teams pay for operational failures
Nice: IKEA – brand codes, executional detail, zero shortcuts
Nice: Cadbury Made to Share – product, packaging, and consumption moments aligned
Meh: Coca-Cola – tradition on autopilot, now with AI
Nice (and tear-jerking): John Lewis – proof emotion still beats assets

Why Listen?

If you’re sick of marketing commentary that confuses attention with effectiveness, this episode is for you. It’s a smart, funny, sometimes uncomfortable conversation about what actually builds brands in today’s fragmented, hyper-cultural landscape — and why courage, clarity, and taste still matter more than trend-hopping. Perfect listening for marketers who want to sharpen their thinking before 2026.
www.cannedmarketing.com
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) step outside the scroll and into the real world to unpack why Out-of-Home advertising (OOH) still stops people in their tracks. From billboards and bus wraps to special builds and stunts that earn global attention, this episode is a sharp, practical look at how brands can win attention when screens are saturated. If you think OOH is just “big signs,” think againWhat You’ll Learn in This Episode
Why OOH Still Works in 2025 – How physical media cuts through digital fatigue and delivers recall.
The Full Spectrum of OOH Formats – From classic billboards to digital, retail media, transport, projections, and special builds.
When to Use OOH (and When Not To) – Clear guidance on awareness vs consideration vs context-led placements.
Creative Rules (and When to Break Them) – Why simplicity wins, what kills impact, and how some brands successfully bend the rules.
Special Builds & Earned Media – How one smart execution can outperform dozens of standard placements.
Measurement Has Caught Up – Location data, attribution, and proving OOH actually drives store visits and behaviour.
OOH Isn’t Just for B2C – Where B2B brands can play, from airports to elevators and conferences.
 Bonus Nuggets
Spotify Wrapped as a masterclass in pairing OOH with personal data stories.
Hell Pizza’s “Doobious Pizza” billboard and why one site can be enough if the idea’s strong.
Why onions on a billboard might be technically valid… but emotionally unforgivable.
The rise (and occasional annoyance) of retail media screens everywhere you stand still.
The KFC “Gravy Train” – peak OOH meets PR genius.
Why Listen?
If your marketing plan still treats Out-of-Home as an optional extra or a legacy channel, this episode will recalibrate your thinking. Steph and Ben cut through the hype and nostalgia to explain where OOH genuinely earns its place in modern media mixes, how budgets have become more accessible through digital formats, and why creativity and context matter more than ever. Packed with real examples, honest opinions, and hard-won lessons, this is essential listening for marketers who want fame, not forgettable impressions.
www.cannedmarketing.com
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in.What You’ll Learn in This Episode
The REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions.
When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.”
The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs 
How to Take People With You Why internal buy-in is the make or break moment for any major identity change.
Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ.
Why Listen?
Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic.
Connect with the Hosts
Stephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/
Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/
www.cannedmarketing.com
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin

B2B finally gets its moment in the spotlight. In this episode, co-hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) dive into the misunderstood, often underestimated world of B2B marketing—where long sales cycles, buying committees, and high-stakes decisions make the work both exhilarating and brutal. From the politics behind procurement to the power of brand trust built years before a shortlist is even written, Steph and Ben unpack what really drives decisions in the boardroom. No jargon, no fluff—just the reality of modern B2B marketing that every marketer needs to understand.
WHAT YOU’LL LEARN IN THIS EPISODEWhy B2B is not “B2C but boring” Longer cycles, higher stakes, more buyers—and why creativity still matters.
How buying committees actually work The difference between economic, technical, user, IT and procurement buyers—and why one contact is never enough.
The B2B buyer journey (hint: it’s very non-linear) From problem realisation to risk mitigation—and how to show up early.
Account-Based Marketing (ABM) explained properly What it is, how it aligns with sales, and why relevance beats reach every time.
The role of trust in B2B decision-making Why employees feel their career is on the line—and how testimonials, content and brand familiarity reduce perceived risk.
If you loved this episode, share it with a fellow marketer who still thinks B2B is boring. And make sure you're subscribed—next week, we jump into the wild world of brand collaborations and how pairing up can make (or break) a brand.
 
RESOURCES MENTIONEDMarketing Association NZ – Top Talent Program https://marketing.org.nz
DB Export Ultra Ice Collab Campaign https://www.db.co.nz
IKEA New Zealand Pop-Ups https://www.ikea.co.nz
HostsBen van Rooy – Human Digital https://www.linkedin.com/in/benvanrooy/
Stephanie Quantrill – Cue Marketing https://www.linkedin.com/in/stephanie-quantrill/
Names Mentioned in EpisodeAndrew Hughes – Global Head of SEM, Xero https://www.linkedin.com/in/andrew-hughes-992ba127/
Di Liu – Marketing Association Top Talent Intern
John Miles – Marketing Association https://www.linkedin.com/in/johnmilesnz/
EXPLORE MORE FROM CANNEDCanned the Marketing Podcast Website https://www.cannedmarketing.com
www.cannedmarketing.com
Stephanie Quantrill - Linkedin
Ben Van Rooy - Linkedin