Baltic Brand Talks

Epizode

• #30. Rory Sutherland. Vice Chairman of Ogilvy, Author of Alchemy. Deep Dive. 19.06.2026 49min

  In Episode 30 of Baltic Brand Talks, we sit down with Rory Sutherland – Vice Chairman of Ogilvy, author of Alchemy, and one of the most influential voices in modern marketing and behavioural thinking.This deep dive explores some of the biggest questions in marketing today – from data, measurement and B2B to psychological problem-solving, client relationships, the role of CMOs, and how agencies should really work. Tune in and learn from Rory’s wisdom.
• #29: Arthur Analts. Designer and Creative Director behind Baltic Pavilion at World Expo 2025 in Japan. Deep Dive 20.11.2025 1h

  In this episode of Baltic Brand Talks, we sit down with Arthur Analts, the creative mind behind the Baltic Pavilion at World Expo 2025 and multiple award-winning projects that have shaped Latvia’s brand. We explore his journey, international projects like the London Design Biennale and Eurovision, lessons learned from global stages, and his perspective on creativity, design, and pitching Latvia to the world.Listen now and get inspired by Arthur’s journey and creative insights!
• #28: Ben Richards from LEGO Company. Ways to play with ideas. 10.10.2025 52min

  For the first time we present a podcast that was held in front of Live audience at the Baltic Brand Forum 2025 Meet & Greet event in Vilnius, September 25, 2025!
• #27: What's up with Baltic advertising? Giedrė Vilkė from LiMA. 24.09.2025 1h 1min

  In this episode of Baltic Brand Talks, host Andris Rubīns is joined by Giedrė Vilkė, Board Member at LiMA - Lietuvos marketingo asociacija.A true marketing wolf with over 15 years of experience in tech, digital, e-commerce, and brand building, Giedrė shares her journey and insights from the Lithuanian marketing scene.They cover:Giedrė’s background and what led her to LiMAHow LiMA operates, its major events, and the growth into a 1,200+ strong marketing communityLithuanian brands and campaigns she is most proud ofThe current mood and challenges in Lithuania’s advertising industryWhat it takes to be recognized as CMO of the Year 2023 and European Marketer of the Year 2024Key marketing trends and the role of AI in transforming the industryWhy the Baltics should be more united in advertising and creative exportsLithuania’s country marketing today and the role of its fast-growing tech sectorThe importance of brands tapping into culture and connecting with what matters to peoplePlus, we end with three big questions every guest answers:Which brands do you admire and why?Where do you find inspiration – books, podcasts, or travel?What’s your moonshot goal and vision of ultimate success?Tune in for a masterclass in marketing leadership, creativity, and Baltic brand culture.
• #26: What’s up with Baltic advertising? Ināra Šumeiko from LADC. 19.09.2025 1h 4min

  For this episode of Baltic Brand Talks, Andris Rubīns is joined by Ināra Šumeiko, Managing Director of LADC and Creative Executive Producer & Partner at naked.They dive deep into the Latvian advertising scene, sharing valuable insights, including:Ināra’s journey into the world of LADC and her dual role at naked;The game-changing AD School and its influence on Latvia’s creative talent;How LADC operates behind the scenes and their biggest events;A first-timer’s perspective on the Adwards festival and standout campaigns this year;Trends shaking up the Latvian advertising industry;The potential for a united Baltic creative force;Exporting creative services: A hidden opportunity for the Baltics?;How brands can connect with culture and truly resonate with people;Ināra’s favorite brands and where she draws inspiration from;What’s her moonshot goal and vision of ultimate success?Whether you’re in advertising, branding, or just passionate about creativity, this episode is packed with insights you won’t want to miss!
• #25: What’s up with Baltic advertising? Anniken Haldna from Estonian Marketing Association. 15.09.2025 1h 7min

  🎙️ In this episode of Baltic Brand Talks, Andris Rubins sits down with Anniken Haldna from TULI, the Estonian Marketing Association, to explore how culture and brands are deeply connected in Estonia - and how these stories fit into the bigger picture across the Baltics.They discuss how brands are no longer just creating short-term campaigns, but embedding themselves into cultural movements. Together, they cover:🏀 Basketball in the Baltics - how this summer’s wave of fandom brought people together, with brands stepping in to amplify the passion in real time.✨ TULI’s role as a marketing association - gathering members, hosting events, and even running its own media platform, something Latvia doesn’t have.🎶 The Estonian Song Festival - a sacred cultural tradition where brands played a meaningful role in supporting and elevating one of the country’s most important events.🛡️ National defense and reservist initiatives - showing that cultural relevance is not only about joy and entertainment, but also about responsibility, solidarity, and shared values.🤖 AI’s influence on marketing and advertising — and what makes Estonia’s approach stand out compared to its Baltic neighbors.✨ …And much more, from unexpected collaborations to the broader lessons brands can learn when they align themselves with cultural moments that truly matter.👉 As part of our Baltic marketing associations series, the Estonian perspective reveals how heritage and innovation come together - and why the rest of the region should be paying attention.
• #24: Raitis Beķeris from MÁDARA Cosmetics. Deep Dive. 11.09.2025 1h 45min

  For this episode of Baltic Brand Talks, we were joined by Raitis Beķeris, Social Media Team Lead and Brand Creative at Latvian organic skincare brand MÁDARA Cosmetics. It’s our longest episode so far, but one you won’t want to miss, because we are talking about:  How to knock on the door to land your dream job;The power of an in-house brand agency;Social media team shaping product ideas and their growing role inside companies;B Corp certification and what it means;A sunrise rave with Kalve and birch sap coffee;Creating global brand content from Latvia; MÁDARA taking over the Paris metro during the Olympic Games;The Latvian & Lithuanian expo pavilion with Arturs Analts and a new product from MÁDARA;How a single word from a brief can inspire an entire creative concept;Raitis’ own and MÁDARA creative process and approach to brand storytelling; Why long-term formats are making a comeback;The “messy realism” trend in the cosmetics industry;Backlash against brands that chase every trend and how to do it right;Raitis’ favorite social media platforms and sources of inspiration.This episode is truly inspiring for everyone working in the creative industry.
• #23: Might Delete Later on making music from voicemails. Deep Dive. 22.08.2025 54min

  What happens when you let strangers leave you voicemails - and then turn them into electronic music?In this episode of Baltic Brand Talks, Andris Rubīns sits down with Might Delete Later (Anna Madara Pērkone) - the Latvian-born female artist, producer, and singer now based in the Netherlands - whose project has grown from a handwritten post-it in Amsterdam into thousands of voicemails from 33+ countries, festival shows, and even CGI billboards in London and Riga.Every voicemail tells a story. Some are funny, some are painful, some are whispered in the middle of the night-out. Might Delete Later takes those stories and turns them into beats that thousands can dance to.She opens up about her homecoming performance at Summer Sound in Liepāja, where locals’ messages became part of the set, and reflects on the journey from her ANNNA era and Supernova debut, to becoming the first Latvian artist to perform at Tomorrowland.We dive into the most resonating, unexpected, emotional, and mysterious voicemails, her bold use of branding (yellow visuals, the iconic beep, and “one new message”), the challenges of standing out in today’s crowded music scene, and her take on AI, social media, and the future of content.Might Delete Later isn’t just a music project - she’s a cultural phenomenon, turning anonymous voices into global anthems.And in this episode, she even plays back exclusive voicemails that have inspired her most. Don’t miss the chance to hear the voices behind the beats - maybe even your own.
• #22: Dovile Banyte from Polaroid 08.08.2025 1h 9min

  We couldn’t miss this one.Polaroid’s latest campaign is making waves - emotional, bold, and deeply human. Everyone’s talking about it, and we’re proud to be one of the first podcasts to speak with someone behind it - Dovile Banyte, Senior Manager of Global Brand Strategy at Polaroid.In this episode, we go deep into Polaroid’s evolving brand story and the thinking behind the campaign that proves one thing: people don’t just buy cameras - they buy emotion, nostalgia, and real-world moments.We discuss: – The emotional shift behind Polaroid’s latest campaign – Why people still choose instant photography in a digital world – Nostalgia, authenticity, and the cultural rebellion against screen fatigue – Dovile’s global journey in branding, from agency life to shaping strategy at Polaroid – Her favourite brands, sources of inspiration, and ultimate moonshot goalLearn more about the campaign here:https://press.polaroid.com/251772-polaroid-s-new-campaign-pushes-back-against-the-reign-of-screens-and-ai-and-celebrates-analog/
• #21: On Brand Collaboration with SEB Latvia & Bourzma 01.08.2025 1h 32min

  One thing we love is a good brand collaboration. It opens up new creative possibilities, adds emotional depth, and helps both brands reach new audiences. It’s also a strong way to stay culturally relevant. But it’s incredibly easy to get wrong.In this episode, we talk to Una Umule from SEB Latvia and Patriks Kirkils from Bourzma about what it takes to build long-term, meaningful brand partnerships. More than once in this episode, we compare brand collabs to love stories. Find out how a bank and a sustainable fashion community teamed up to educate their audiences about financial literacy, small business challenges, and conscious clothing design.
• #20: Ketrisa Petkeviča from Sexy Style 09.07.2025 1h 18min

  For the 20th episode of Baltic Brand Talks, Aigars had a conversation with the one and only Ketrisa Petkeviča - marketing manager of leading intimacy store in Latvia SexyStyle. This episode is packed with topics you wouldn’t expect:1. Stereotypes and taboos about intimacy stores2. Sexual education in Latvia3. Sex coming back to pop culture, but the tone has shifted4. How to promote a brand you can’t advertise traditionally5. SexyStyle brand purpose6. How rage can inspire youAnd much more.
• #19: What's Trending. Top picks from Cannes Lions 2025. 27.06.2025 1h 3min

  It’s been a week since Cannes Lions, and we still can’t stop talking about it, so we did what anyone would do. We recorded a new podcast episode. Watch Andris, Rihards, and Aigars share their key takeaways, favourite entries, and what it all might mean for the creative industry.Check the case study for award-winning entries we mentioned:Check the case study for award-winning entries we mentioned:Vaseline, Verified: https://youtu.be/ApwxlBruV90Rimas Music, Tracking Bad Bunny: https://www.youtube.com/watch?v=-3Aq3u6EJZ4Apple, Shot on Iphone: https://www.youtube.com/watch?v=S74jad3ZmUYLVMH, The partnership that changed everything: https://www.youtube.com/watch?v=vpsibWyRnKwHeetch, Choose Uber: https://www.youtube.com/watch?v=RNiUlzEwA04KitKat, Phone break: https://www.famouscampaigns.com/2025/06/kitkat-wins-big-by-calling-out-screen-addiction/Olympic Games Opening Ceremony: https://youtu.be/JEAvn8iEeT8Lucky Yatra, Indian Railways: https://youtu.be/IYJlZRbvMEwIKEA, Hidden Tags: https://www.adsoftheworld.com/campaigns/ikea-hidden-tagsAXA, Three Words: https://youtu.be/CnYdiodXClI?tNordea, Parental Mortgage Leave: https://nordddb.com/case/parental-leave/Penny, Price Packs: https://youtu.be/C2kzHoGOGvEL'Oréal Paris, The Final Copy of Ilon Specht: https://www.youtube.com/watch?v=-4o8bCc6-GMDove, Real Beauty: https://www.youtube.com/watch?v=PbEys0m7uZwChicago Hearing Society, Caption With Intention: https://www.youtube.com/watch?v=F48khKZhKHMe.l.f. Beauty, So Many Dicks: https://www.youtube.com/watch?v=XD1tUcsIYkA
• #18: Krišjānis Eihmanis from Modern Nomad. Deep Dive. 18.03.2025 50min

  In this episode of Baltic Brand Talks, host Lelde Dālmane sits down with Krišjānis Eihmanis from Modern Nomad—the brand that’s making hammocks cooler than ever (yes, even cooler than that one time you fell out of one at a beach party). We dive into the hammock lifestyle, the challenges of growing an outdoor brand, and how storytelling is the real MVP when it comes to connecting with an audience. Krišjānis shares insight about their collaboration with Dior - how it started and how it's going. Tune in for a conversation that’s equal parts business, branding, and just the right amount of “why didn’t I think of that?” moments.
• #17: Magnús Magnússon Creative Director Behind "Visit Iceland". Deep Dive. 11.02.2025 56min

  Welcome to another Baltic Brand Talks episode! Join your host, Lelde Dālmane, strategist at Wit Consulting, for an insightful and lively conversation with Magnús Magnússon, a Partner at Peel Agency and one of the creative minds behind the unforgettable “Promote Iceland” campaigns.In this episode, we dive into: Magnus’s journey to becoming a partner at Peel. The essence of creativity and how it transcends advertising. The delicate art of humor in campaigns and how to make it resonate across diverse audiences. Behind-the-scenes insights into the bold and innovative “Visit Iceland” campaigns, including promoting a travel destination during restrictions, blending digital with physical, and helping clients embrace brave decisions. The secret sauce for making campaigns go viral and grabbing media attention.From laughter to revelations, this episode is packed with ideas and stories you won’t want to miss.Some stuff mentioned in episode:/OutHorse_: https://www.visiticeland.com/outhorse-your-email/Looks Like You Need Iceland, Let It Out: https://lookslikeyouneediceland.com/Introducing the Icelandverse: https://www.youtube.com/watch?v=enMwwQy_noIMark Zuckerberg visiting Iceland: https://www.instagram.com/zuck/p/CeEr8MLhH6q/?img_index=1Mission: Iceland: https://www.youtube.com/watch?v=YmOISr3k3y0Looks Like You Need To Joyscroll: https://www.youtube.com/watch?v=1D1BrZgIKGc "
• #16: Emma Sullivan from Vinted 24.01.2025 50min

  In this Baltic Brand Talks episode, Andris Rubins is joined by Emma Sullivan, Creative Director at Vinted. Created in Lithuania, Vinted is Europe's largest C2C second-hand fashion marketplace with a clear mission: Make second-hand the first choice worldwide. In the conversation, Emma shares how to strip second-hand of negative associations, how to keep the brand consistent through pragmatism while also showing bravery. She also touches on the obvious challenge of tapping into local markets with a global brand. The conversation covers a wide range of topics related to branding—from generative AI to sustainability, from in-house teams to influencers.
• #15 2025 Christmas ad campaigns KFC, Duolingo, Zevia and more. What’s Trending. 19.12.2024 44min

  The magical time of the year is here - like presents under a Christmas tree our team unwraps what stood out to them. Lelde, Andris and Rihards share their top picks, overall observations and thoughts on 2025 festive ad campaigns and activities. Fairytales, emotion packed storytelling, understanding the overwhelm of holidays and pure chaos - all of that and more unpacked!Some stuff mentioned in the episode:KFC, “Kentucky Fried Carols” - https://www.lbbonline.com/news/kfc-canadas-kentucky-fried-carols-vinyl-will-have-you-spinning-this-holiday-seasonLMT x Instrumenti - https://www.youtube.com/watch?v=w11hljoKX6UMcDonalds “Ode to Spontaneous Drive-Thru Dinners” - https://youtu.be/LqRWfDbuOYg?si=bLmhaLmunW2rUMwTStarbucks “Drink In, Breath Out” - https://www.youtube.com/watch?v=CBJKw5tT1Nk&t=20sZalando - https://www.youtube.com/watch?v=1wuDipqVnv8Pepsi Max “Everything else can wait. It’s Xmas after all” - https://www.youtube.com/watch?v=k9kiwcu_aDY&t=51sNorwegian Postal Service “The Reinfall” - https://www.youtube.com/watch?v=nRFtv9fG_oERiga Airport “Miracles are closer than expected!” - https://www.youtube.com/watch?v=GEzL1G4sSI8Duolingo’s Christmas album - https://www.famouscampaigns.com/2024/11/duolingos-christmas-album-is-taking-no-prisoners-except-maybe-your-parents/Coca-Cola 2025 “The Holiday Magic is coming” - https://www.youtube.com/watch?v=4RSTupbfGogZevia “Break from Artificial” - https://www.youtube.com/watch?v=pX-6wTQdg04Disney “The Boy & The Octopus” - https://www.youtube.com/watch?v=clgyncrbyDgDod Pieci campaign - https://www.facebook.com/share/p/12DSZbCiPXv/Support Dod Pieci and those in need by donating here: https://dod.pieci.lv/
• #14 Mārtiņš Eihmanis from Virši. Deep Dive. 02.12.2024 45min

  In this Baltic Brand Talks episode, Mārtiņš Eihmanis, Head of the marketing and communication department at VIRSI-A joins conversation with brand strategist Lelde Dālmane. Virši, as Mārtiņš put it, is an energy company - providing fuel, stores and services, and electricity. The conversation uncovers different choices marketers need to do - weather it’s choosing a brand core message, the next format of brand communication, or a brand ambassador. And much, much more. For anyone even remotely related to brand image this will be a valuable listen. Some stuff mentioned in the episode: Virši Tik Tok: https://www.tiktok.com/@virsi_lv?lang=en Aquired podcast about Nike: https://open.spotify.com/episode/1HoB680S5p8JdtaoXxnE7P?si=0b373921f0214f07
• #13 US Elections, Halloween, Pets & Logos. What's Trending 31.10.2024 45min

  We are all always on the lookout for what's hot and what's not. In this Baltic Brand Talks podcast episode, we return to the "What's trending" segment, where our core team—CEO of Magic Andris Rubins, Strategy director Rihards Ginters, and Head of Strategy Lelde Dālmane—dive into ... .... what's trending. We touch on current topics like US elections and Halloween as well as wider trends like the booming pet market and brands going from "make the logo bigger" to "guess the logo". Links to some stuff mentioned in the episode: Behind the Curtain: The big media era is over:https://www.axios.com/2024/10/28/election-news-media-trump-harris Tesco loses logo in new outdoor campaign: https://www.thedrum.com/news/2024/10/21/ad-the-day-tesco-loses-logo-new-outdoor-campaign Mark Ritson on Zeigarnik effect: https://www.marketingweek.com/ritson-zeigarnik-effect-ads-more/ Coca-Cola "Recycle me": https://www.ogilvy.com/work/recycle-me McDonald's "Follow the arches": https://www.media-marketing.com/en/news/mcdonalds-creates-new-traffic-signs-restaurants-using-crops-logo/ British Airways "A British Original": https://www.dandad.org/awards/professional/2024/238696/windows/ Crocs for dogs: https://eu.usatoday.com/story/money/2024/10/23/crocs-for-dogs-sold-out/75790136007/ Bird Buddy: https://www.amazon.com/Bird-Feeder-Resolution-Beautiful-Experience/dp/B0C8TJTBMR IKEA pet collection: https://www.ikea.com/global/en/newsroom/retail/utsadd-collection-240321/ BARK Air: https://air.bark.co/ Target "The Cuddle Collab": https://www.supermarketnews.com/center-store/target-launches-cuddle-collab-for-pets-and-pet-owners Dolce & Gabbana dog perfume: https://www.dolcegabbana.com/en-ro/beauty/dog-perfume-fefe/ Halloween’s MVP is a 12-foot-tall (3,5m) skeleton:https://www.bloomberg.com/news/articles/2024-10-23/home-depot-12-foot-skeleton-line-adds-dog-for-halloween-2024 Toyota "Monster": https://www.youtube.com/watch?v=_Va1axzdBbM&list=TLGGFUj1Uzfas2IyOTEwMjAyNA&t=1s Bolt scary pumpkins: https://www.linkedin.com/posts/bolt-eu_spooky-season-is-here-but-what-makes-it-activity-7256637963327946752-RM0F?utm_source=share&utm_medium=member_deskto Burger King Estonia: https://www.instagram.com/p/DBqcuI1qpXj/?hl=en
• #12 Ieva Lejniece from Food Union. Deep Dive 30.10.2024 1h 19min

  We’re standing by our “irregularly regular” podcast tagline. This episode once again is a bit different, we’re going back to our local roots and local brands - Kārums, Pols and more. We’re also switching the language to Latvian in this episode. Our podcast co-host and CEO of Magic Andris Rubins sat down with Ieva Lejniece, Head of Marketing at Food Union. The episode dives into loads of local and global endeavours relates to several brands underneath the Food Union.Key takeaways from the conversation: a brand has it’s own personality, consistency in it might be the key to being on of the most loved brands in Baltic (according to Brand Capital data). never underestimate listening to what’s important to your audience - they are your most valuable asset. there are times when you need to get legal part in line in order to protect your brand distinctiveness. when people use your brand in memes, embrace them! It’s a clear indicator that a brand is relevant and beloved. audience, especially the younger audience, highly value when they have this feeling that a brand is talking with them, not to them. Humour also helps. even when you brand has a mishap, there’s tons to learn and improve. when working with multiple brands, it’s super important to keep the boundaries on-brand inside the team foremost and only then in communication. And some fresh tends in food industry to keep your sights on. Links to some stuff mentioned in the episode: Pols and political ads: https://www.instagram.com/p/C7hQ6wPKSOE/ Limbažu piens catch song in an ad: https://www.youtube.com/watch?v=mCZpnS5z0OU Oatly as a great brand example. Listen to our episode with Sara Hansson who told us the Oatly story: https://open.spotify.com/episode/1dBXtK3i4SnmDERLw5XW3m?si=07829be62c2e4e06
• #11 Live recording from Baltic Brand Forum. 04.10.2024 36min

  This is a special episode. As you might know we the Baltic Brand Talks podcast are a part of the Baltic Brand family and the recording of the episode is from the main event - Baltic Brand Forum. This episode is a combination of 4 separate talks we had at the site, so you’re about to hear take on humour and working with Baltic market from from Eha Talvist-Reinsalu from SEB and Elina Baranovska from Rimi. The epiosode also dives into a case of Dimdiņi and how their mascot is doing on Tinder told by Kristine Murjane. And you’re also about to hear what a comedian Ann Vaida is to say about jokes in advertising. Some stuff mentioned in episode:Ann Vaida on workplaces being escape rooms: https://www.facebook.com/share/v/W2oAm73oxnHmAGUT/Ryanair on X: https://x.com/RyanairIceland case study from Baltic Brand Forum: https://www.facebook.com/share/v/yCVfukfqaMuRsYFj/Dimdiņi on TikTok: https://www.tiktok.com/@dimdinilv?lang=en