Podcast
Spikes Excitement Talks.
Check out our Top 15 episodes
& many more below!
Recent Episode
From Data to Decisions.
#176
with Mahabir Panigrahi
In this episode, Mahabir Panigrahi, Director of Global Marketing, Consumer & Commercial Analytics Intelligence at The Coca-Cola Company, shares his journey from a self-described “numbers guy” to shaping analytics at global scale.
Having worked with Coca-Cola for years as a consultant before joining full-time, Mahabir brings a rare end-to-end perspective on how data, marketing and technology intersect. He explains how analytics has evolved and why the real challenge today isn’t access to data, but turning it into fast, actionable insights that drive business decisions. Mahabir dives into the impact of large language models, not as hype, but as practical tools that accelerate workflows, enhance storytelling and democratize analytics across teams. For him, AI isn’t a disruption to fear—it’s a powerful enabler that expands what’s possible, if used with the right mindset.
Tune in for a behind-the-scenes look at how one of the world’s biggest brands is adapting to rapid technological change.
About
Spikes Excitement Talk
Spikes Excitement Talks is an engaging podcast hosted by Gordon Euchler, co-founder of Spikes, featuring some of the most famous figures from the world of marketing and branding. Each episode welcomes guests who share their professional journeys and delve into what personally and professionally excites them. From notable studio heads to leading minds in top advertising agencies, listeners gain an intimate look at the passions driving these industry leaders.
Your Host
Gordon Euchler, Co-Founder of Spikes
TOP 15 Episodes
Finding The Sparkle.
#149 with Mareike Bell
In this episode, Gordon Euchler speaks with Mareike Bell, CSR & Sustainability Director for L’Oréal Consumer Products Division in Germany, Switzerland and Austria. Mareike reflects on her 18-year journey in the beauty industry—from category management at Henkel to leadership roles at L’Oréal—and shares how sustainability, refills and cultural change have become her personal mission.
Tune in for insights on learning outside your comfort zone, leading with vulnerability and why optimism is a critical skill when driving real transformation.
From Purpose to Impulse.
#127 with Marco Philipp
Koppenstein
In this episode, Gordon speaks with Marco Philipp Koppenstein, Head of Category Development DACH at Mars Wrigley, about excitement, leadership, and the future of retail.
Marco shares how he found his way to Mars, why he stayed, and what makes the company’s purpose. He explains how his team works as a neutral, data-driven category consulting unit, optimizing store touchpoints, checkout layouts, and impulse modules to grow entire categories, not just brands.
They talk about inspiring leaders, why the best ones stay in the background, and how Marco’s own team motivates him daily. He also reveals what excites him about the future: AI-driven retail, seamless shopping, and shaping the next generation of in-store experiences.
Tune in for an inspiring talk about purpose, growth, and the people who make work exciting.
Building Brands with Soul.
#119 with Stephanie
Jacoby
In this episode, Dave Cobban sits down with Stephanie Jacoby, Global SVP of Vodka at Diageo, to explore her remarkable 18-year journey in brand marketing — from her early career in tech to leading some of the world’s most iconic spirits, including Johnnie Walker and Smirnoff.
Stephanie shares how her background in psychology shaped her approach to building brands with purpose, authenticity, and human connection. She opens up about the mentors who shaped her leadership, the bold campaigns that moved audiences — like Keep Walking — and her belief that brands have the power to change the world.
We can also hear how curiosity and courage define great marketers, why inclusivity and “positive drinking” are core to Smirnoff’s DNA, the rise of mindful drinking and low/no-alcohol innovation and how AI is transforming creativity, storytelling, and consumer connection.
Tune in for a conversation full of insight, optimism, and a reminder to always keep walking.
Reinventing Digital Commerce.
#110 with Melda Hamarat
In this episode Sandra hosts Melda Hamarat, Global Head of Digital Commerce Strategy at Unilever.
Melda shares her unconventional journey from industrial engineering to leading global digital commerce strategy. She discusses how curiosity, consumer psychology, and fearless pivots shaped her career and how digital commerce exploded during COVID and continues to evolve with AI, retail media, and rapid innovation.
The conversation explores the rise (and fall) of rapid grocery delivery, why consumer insight drives everything, How AI is reshaping content, media, and measurement and the power of leaders who take risks on people.
Tune in to know what makes ice cream such an exciting and delicious category to work in and more.
Marketing as Experience
& The Power of Brand.
#105 with Dorothée
Gardon
In this episode of Excitement Talk, Gordon sits down with Dorotheé Gardon, Global Marketing Strategy & Integrated Media Director at IKEA, to explore what it really means to lead one of the world's most loved brands in today’s evolving media landscape.
From her early days at Google, Microsoft, and Meta, to shaping brand experiences at Precis Digital and now IKEA, Dorothée brings a deep perspective on navigating brand love, creative pressure and marketing transformation.
They discuss how IKEA unites data precision with playful, purposeful storytelling, the shift from omnichannel to "omni-experience" marketing and why marketing should feel like an extension of service, not an interruption.
Moreover what AI means for the future of brand interaction and personalization and the importance of leadership, collaboration and building shared purpose in global teams.
Tune in to get insights on how to build consistency across markets while staying locally relevant.
On Leading smart.
#87 with Wolfang Ufer
In this episode, Gordon sits down with Wolfgang Ufer, CEO of Smart Automobile, for a candid and inspiring conversation about transforming a legacy brand into a future-forward mobility company.
From his early days at Mercedes-Benz to leading Smart through its bold evolution into an electric-only, direct-to-consumer startup, Wolfgang shares how he built a car company from scratch and why getting closer to the customer has always been his North Star.
We dive into Smart’s radical journey: navigating the electric mobility transition, scaling innovation with startup urgency and embracing a leadership style shaped by openness, accountability and customer proximity.
Tune in to hear why Wolfgang believes there’s “no place to hide” in direct-to-consumer and why that’s exactly where he wants to be.
Marketing with meaning.
#52 with Ewelina Kawnik
In this episode of Spikes Excitement Talks, Gordon welcomes Ewelina Kawnik, Regional Marketing Director for North Region at EssilorLuxottica – the powerhouse behind iconic brands like Ray-Ban, Oakley, Prada Eyewear, and more.
With an impressive career spanning nearly two decades in giants like Unilever and Heineken, Ewelina shares what it’s like to pivot into a completely new industry — from global beer campaigns to high-fashion eyewear and vision innovation.
Ewelina opens up about what drew her to marketing in the first place: the unique blend of logic and intuition, psychology and creativity, empathy and business acumen.
They talk about the difference between B2C and B2B marketing, the importance of cross-functional collaboration, and how marketing can truly improve lives — especially when it’s about helping people see better.
Ewelina’s journey is driven by relentless curiosity and a passion for meaningful impact. She also shares the brands she admires most, what she’s learned from working in both sales and marketing, and why empathy might just be the secret superpower of great marketers.
They wrap up by looking ahead: the future of marketing in an AI-powered world, the role of personalization, and how emerging technologies will reshape how brands connect with people.
Tune in for an interesting conversation about brand building, creativity, and the energy that comes from trying something new.
The Cost of Dullness
& The Challenger Spirit.
#44 with Adam Morgan
In this episode of Spikes Excitement Talks, Gordon sits down with Adam Morgan, Founder and Chair of Eat Big Fish and a pioneer of challenger brand thinking as Brand and Marketing Consultant. They dive into what it truly means to be a pirate in the navy—how to push boundaries within large organizations without unleashing chaos.
Adam shares insights on structuring challenger cultures, drawing from 26 years of experience advising brands.
They also tackle a pressing issue in marketing today: dullness. With data showing that being dull can cost brands millions, Adam explores why creativity and strategic inventiveness are more essential than ever. The conversation spans AI in fintech (including an unusual musical experiment on tax services), the fear of the ‘Poonami,’ and how insights should be expressed as behaviors rather than slogans.
Finally, they examine how AI might paradoxically fuel creativity by lowering the cost of experimentation, making it easier for bold ideas to get tested and approved. If AI can convince a fintech startup to create a tax musical, what else might be possible?
Tune in for a lively discussion on breaking free from mediocrity, challenging the status quo, and learning from unlikely places to drive impact in 2025 and beyond.
Capturing Moments, Not Just Metrics.
#41 with Florian
Scheiblbrandner
In this episode of Spikes Excitement Talks, Gordon sits down with Florian Scheiblbrandner, Head of Insights & Creation at Allianz. With a career spanning photography, brand strategy, and creative leadership—across industries as diverse as lingerie and insurance—Florian shares his unconventional journey through the world of marketing and innovation.
They explore the intersection of creativity and data, the power of capturing moments rather than controlling outcomes, and why the best marketing goes beyond KPIs to create true impact. Florian also reflects on his inspirations, from Oliviero Toscani’s bold storytelling to the craftsmanship of Leica, and why he believes the future of marketing lies in breaking free from over-engineered content.
Tune in for a thought-provoking discussion on curiosity, creativity, and the evolving role of brands in an unpredictable world.
Reinvention, Risk
& Real Impact.
#37 with Christophe
Poirier
In this episode of Spikes Excitement Talks, Gordon sits down with Christophe Poirier, Chief New Concept Officer at KFC, whose career spans leadership roles across Publicis, McCann, AIG, and Yum! Brands. With a track record of reinvention and bold decision-making, Christophe shares his journey from advertising to shaping the future of global brands.
They dive into the mindset of disruptors, the power of saying yes in a world of corporate no’s, and why embracing risk is key to making real impact. Christophe reflects on the importance of learning from failure, surrounding yourself with courageous people, and why brand-building is ultimately about creating excitement, not just hitting targets.
Tune in for an inspiring conversation about leadership, innovation, and why a billion souls matter more than a billion dollars.
Brand Strategy, Banking
& Building Emotional
Connections.
#36 with Joe Goldberg
In this episode of Spikes Excitement Talks, Gordon sits down with Joe Goldberg, Head of Brand Strategy at Santander UK and a member of the bank’s Global Brand Council. From his early days in politics and consulting to shaping brand strategy at major agencies like Engine UK, Joe shares his unique perspective on how brands win hearts and minds.
They dive into his early marketing lessons at Mars, where he learned the power of brand design, emotional connection, and category-defining campaigns. Joe reflects on the evolution of banking as an emotional business, the challenge of keeping financial brands relevant, and why helping customers make better money decisions is the ultimate test of brand strategy.
Tune in for an insightful discussion on the future of banking, the role of AI in marketing, and why brands that create meaning—not just awareness—are the ones that truly stand out.
Staying true to a brand’s purpose is more important than ever.
#31 with James
Lancaster
In this episode of Spikes Excitement Talks, Gordon sits down with James Lancaster, Brand and Marketing Review Leader at IKEA, to discuss global brand consistency, cultural contrasts, and the evolving role of branding in today’s world. With a career spanning agency roles at Brandhouse and CBA, global brand leadership at Reckitt, and now IKEA, James shares his perspective on navigating the balance between strategic alignment and local market adaptation across IKEA’s diverse global footprint.
They explore how IKEA maintains its unmistakable Swedish identity worldwide, the company’s first-ever major global brand alignment initiative, and the importance of amplifying what makes a brand truly memorable. James also reflects on the contrast between fast-moving, competitive corporate environments and IKEA’s values-driven, consensus-oriented culture, and what it takes to balance psychological safety with performance-driven ambition.
Tune in for an insightful discussion on branding as a force for positive change, the role of empathy in business, and why staying true to a brand’s purpose is more important than ever in an increasingly complex world.
At AIDA we are giving people the most important time of their year.
#27 with Alexander Ewig
In this episode of Spikes Excitement Talks, Gordon sits down with Alexander Ewig, Senior Vice President of Marketing and Sales at AIDA Cruises. With a career spanning from founding a digital agency in the early days of the internet to leading marketing and sales at major brands like MediaMarkt-Saturn, Alexander shares his unique journey into the industry and how it shaped his innovative approach to brand leadership.
They discuss the synergy between marketing and sales, the complexities of the cruise industry, and the joy of working in a business that sells happiness—helping people enjoy the best time of the year. Alexander also delves into the exciting potential of AI, from revolutionizing customer service to transforming creative production, while reflecting on the enduring importance of human connection in shaping memorable experiences.
Tune in to hear Alexander’s insights into navigating the challenges of modern marketing, the brands he admires, and what excites him most about the future of the industry.
When your client finds $2 M in the budget you fix the music!
#25 with Jae Goodman
In this episode of Spikes Excitement Talks, Gordon sits down with Jae Goodman, CEO and Founder of Super Connector Studio and former Chief Creative Officer of CAA Marketing. With a career spanning iconic agencies like Wieden+Kennedy and creative ventures at CAA, Jae shares his insights into the evolution of advertising, branded entertainment, and the art of creating content that attracts rather than interrupts audiences.
From his groundbreaking work on campaigns for Chipotle and Nike to spearheading initiatives like the Effies-Can Lions merger, Jae reflects on the people and principles that have shaped his approach to marketing and creativity. They discuss the challenges of blending creativity with measurable effectiveness, the importance of fostering diversity in the industry, and Jae's vision for the future of brand entertainment.
Tune in for a masterclass on innovation, collaboration, and the enduring power of storytelling in marketing.
The power of an ad can make you change your career.
#18 with Steve Walls
In Excitement Talks #18, the host interviews Steve Walls, CSO at Moon Rabbit, focusing on his insights into creativity and excitement in the industry. They discuss Steve's connection to the “planning university” and how he became a bit of a LinkedIn star. The conversation delves into the evolving role of technology, such as AI in photography, and how it shapes the industry. Steve shares his enthusiasm for the future, highlighting the passion and responsibility of younger generations entering the creative fields. He emphasizes the importance of respecting audiences and avoiding superficial trends, advocating for a deeper, more meaningful connection in media and marketing. The episode wraps up with Steve's excitement about the industry's future, driven by fresh perspectives and a sense of responsibility.
How the game changes when you are your own boss.
#17 with Lucas
Großebner
In this episode, Gordon welcomes Lucas, a long-time friend and successful agency founder. They discuss their shared experiences at DDB, the pressures of the advertising industry, and Lucas' admiration for Volvo's "Epic Split" ad. Lucas also shares his personal passion for German literature, praising Surkamp Verlag for its continued excellence. This episode blends professional insights with personal reflections, offering a unique look into creativity and growth in both business and life.