The marketing podcast for people who’d rather know what works.

Recent episodes

Ideas Don't Die Because of the Budget. They Die Because Nobody Trusted Them: Anastasia Zemleanschih on Young Dogs, AI and the Craft

Ideas Don't Die Because of the Budget. They Die Because Nobody Trusted Them: Anastasia Zemleanschih on Young Dogs, AI and the Craft

Anastasia Zemleanschih, Account Manager at Dentsu Creative & Dentsu Lab and a Young Dogs board member, on why good ideas really die (trust, not budget), whether AI replaces craft, and what Moldova taught her about working in Amsterdam. Recorded in an online Amsterdam–Bucharest video call.

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Vlad Țone of ARICE on Nation Branding: Why Presence Beats Omnipresence — Boringly Effective Podcast, Episode 7

Vlad Țone of ARICE on Nation Branding: Why Presence Beats Omnipresence — Boringly Effective Podcast, Episode 7

What does a national brand do for a small exporter? Vlad Țone of ARICE on why Romania needs presence, not a rebrand: one stand, one identity, fair after fair.

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Alexandru Stan on Buying The Next Web: Why Clients Buy Positioning, Not Traffic — Boringly Effective Podcast, Episode 6

Alexandru Stan on Buying The Next Web: Why Clients Buy Positioning, Not Traffic — Boringly Effective Podcast, Episode 6

Alexandru Stan bought The Next Web from the Financial Times rather than watch a 20-year internet institution be switched off. His lesson for marketers: in media, clients don’t buy traffic — they buy positioning. Recorded at the Romanian Creativity Pavilion, Cannes Lions 2026.

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Beatrice Mustocea on the Creator Economy That Actually Works — Boringly Effective Podcast, Episode 5

Beatrice Mustocea on the Creator Economy That Actually Works — Boringly Effective Podcast, Episode 5

TikTok's Beatrice Mustocea joins Andrei Tarnovski to discuss the creator economy that actually works — entertainment, creators, and advertising colliding at Cannes Lions 2026.

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Mihai Lupu on FEPIC, Romanian Creativity and the Long Road to Recognition — Boringly Effective Podcast, Episode 4

Mihai Lupu on FEPIC, Romanian Creativity and the Long Road to Recognition — Boringly Effective Podcast, Episode 4

FEPIC's Mihai Lupu joins Andrei Tarnovski on Boringly Effective to discuss Romanian creative industries, Iași as a creative centre, Romanian Creative Week, AI as a tool, and the patience required for long-term recognition. Recorded at the Romanian Creativity Pavilion at Cannes Lions.

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David Tiltman on Marketing Effectiveness, AI and Brand Consistency — Boringly Effective Podcast, Episode 3

David Tiltman on Marketing Effectiveness, AI and Brand Consistency — Boringly Effective Podcast, Episode 3

WARC Chief Content Officer David Tiltman joins Andrei Tarnovski on Boringly Effective to discuss marketing effectiveness, content churn, AI, machine-readable brands and creative craft. Recorded at Cannes Lions.

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Andrew Tindall on When Not to Test Creativity, AI vs Human Emotion — Boringly Effective Podcast, Episode 2

Andrew Tindall on When Not to Test Creativity, AI vs Human Emotion — Boringly Effective Podcast, Episode 2

Andrew Tindall of System1 joins Andrei Tarnovski to discuss when not to test creativity, AI prediction, human emotion, B2B advertising and marketing effectiveness.

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Mark Ritson on Madonna, Baudrillard and the Boring Work of Marketing Effectiveness — Boringly Effective Podcast, Episode 1

Mark Ritson on Madonna, Baudrillard and the Boring Work of Marketing Effectiveness — Boringly Effective Podcast, Episode 1

Mark Ritson joins Andrei Tarnovski for the first episode of Boringly Effective, recorded at Cannes Lions 2026. Marketing effectiveness, pricing, creativity, Madonna, Baudrillard — and the boring work behind brands that grow.

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Incrementality Testing — Definition, Why It's the Gold Standard & Evidence

Incrementality Testing — Definition, Why It's the Gold Standard & Evidence

Incrementality testing measures the causal lift marketing produces by comparing an exposed group to a control. Here's how it works, why it matters, and how it cuts through attribution noise.

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Marketing Effectiveness: The Complete Guide for Modern Marketers

A complete guide to marketing effectiveness for modern marketers — the evidence base, the 60:40 rule, measurement methods, and the most common mistakes that destroy effectiveness.

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The Long and the Short of It: What Binet & Field Really Found

What Binet & Field really found in 'The Long and the Short of It' — the two advertising effects, the 60:40 split, share of voice predicting share of market, and common misinterpretations.

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The 60:40 Rule — Brand vs Activation Budget Split

The 60:40 Rule — Brand vs Activation Budget Split

The 60:40 rule says spend ~60% on long-term brand building and ~40% on short-term activation. Here's where it comes from, what the evidence shows, and how to adapt it.

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Marketing produces a new growth secret roughly every eleven days. This show is the other kind. Boringly Effective is a marketing podcast of long, unhurried conversations with people who have actually done the work — run brands, tested creative, measured what happened afterwards — about the fundamentals that decide whether any of it works.

No hacks. No buzzwords. No “growth secrets.” Just the fundamentals, argued properly. Early guests include Mark Ritson, Andrew Tindall of System1 and David Tiltman of WARC, alongside conversations recorded at Cannes Lions 2026.

The host is Andrei Tarnovski, a marketing strategist with 20+ years and 120+ brands behind him, and a low tolerance for fashionable nonsense.

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