Is Substack the New Playground for Gen Z Brands? The Barber's Brief - August 21, 2025.

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In this episode, Marc and Vassilis discuss various thing that caught their eye over the last couple weeks including the cultural impact of Taylor Swift and Travis Kelsey, OpenAI's new e-commerce strategy, Google's advancements in AI for ad traffic management, and the rise of Substack among Gen Z brands. They also delve into the importance of restructuring Google Ads for better performance and highlight TD Bank's innovative campaign that promotes fractional ownership.

Enjoy the show!

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Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Episode Takeaways:

• Speed and agility in marketing can lead to success.
• OpenAI is diversifying into e-commerce with chat GPT.
• Google is using AI to combat invalid ad traffic.
• Substack is gaining traction among Gen Z brands.
• Restructuring Google Ads should be done thoughtfully.
• TD Bank's campaign creatively promotes fractional ownership.
• Cultural relevance is key in modern marketing strategies.
• AI tools are essential for optimizing ad performance.
• Brands must adapt to changing consumer behaviors.
• Email marketing is evolving, not dying.

Timestamps:

00:00 - Welcome and Introduction

00:57 - Cultural Marketing Moments: Taylor Swift and Reese's

04:13 - OpenAI's E-commerce Strategy

07:44 - Google's AI in Ad Traffic Management

11:25 - Substack: The New Platform for Gen Z Brands

15:05 - Marketing Moment: Restructuring Google Ad Accounts

21:22 - Ad of the Week: TD Bank's Fractional Ownership Campaign