Abby’s guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative. 

In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes. 

Plus her career highs and lows and advice for marketers of tomorrow. 

*Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries. 

00:00:00 Welcome and Introduction Defining DEI 

00:04:25 Marketing as a Force for Good 

00:09:00 Representation in Advertising 

00:11:44 Inclusive Insights  

00:14:04 Navigating Backlash in Marketing  

00:19:12 Co-creation with Communities 

00:21:05 Understanding Personal Biases 

00:24:36 Identifying Bias in Teams  

00:27:23 Researching Campaign Ideas  

00:28:49 Benefits of Inclusive Marketing 

00:30:07 The Impact of Trust in Brands  

00:33:37 Career Highs and Lows  

00:35:15 Challenges Facing DEI Initiatives  

00:39:26 Advice for Future Marketers  

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Ali Hanan | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Cecilia joined us back in 2021, and so it was great to have her join us again to discuss the evolving landscape to provide an up to date understanding of where we are with greenwashing.

Since the publication of the Green Claims Code in 2021 significant progress has been made however, challenges remain. Cecilia tells us that since we last spoke, the CMA has taken action against misleading claims in sectors like fashion and fast-moving consumer goods prompting businesses to reassess their environmental messaging. She highlights how technology can be used to aid businesses in tracking supply chain data, but the human part remains crucial to ensure claims are accurate and not misleading.

We discuss how consumers are increasingly distrustful of green claims and how now is the time for organisations to focus on making sure what they are saying is accurate and evidence-based. Cecilia again explains that the CMA’s role is not to punish but to guide organisations toward compliance through education and support. However, under the Digital Markets, Competition and Consumers Act, everyone needs to be aware that the CMA can now impose fines directly and these can be up to 10% of global turnover for breaches and - breaches including misleading green claims. Cecilia explains, “so from April this year (2025), we'll have the power to reach our own decisions on whether or not a business has breached consumer law. The second thing is that at the moment there aren't any financial penalties for breaches of consumer law, at least those pursued through the civil route. Again, from April this year, it will be possible for the CMA to impose financial penalties on businesses who break the law.”

Cecilia stresses the importance of collaboration between marketing and sustainability teams to ensure there is clear, accurate communication. She recommends that Marketers test claims with consumers to avoid misinterpretation and ensure transparency. Sharing so much knowledge and advice in this episode Cecilia believes Marketers should start by measuring their impact and build claims from solid evidence. And, this isn’t just for those organisations operating in the UK, and as many organisations sell into other countries, she advises ensuring alignment with global standards like the EU Green Claims Directive.

Tune in and listen as we talk to Cecilia about:

• The current green claims landscape as we progress through 2025
• What organisations and Marketers should be thinking about when considering making green claims
• Where to go to stay informed and up to date
• Digital products passports and how they align with green claims
• The use of technology in supporting green claims
• The need for Marketing teams to work cross-functionally
• Why it’s important for organisations to talk about what they are doing
• For resources check out the CMA’s Green Claims Code and on their website you’ll find lots of information, such as - what has happened in cases and what advice and agreements were reached. These real world cases further provide guidance on the changes organisations need to consider to ensure they are being responsible when making green claims.
• More in this mini-series to follow with conversations with the ASA, ClientEarth and Fanclub PR. Stay tuned.
• CMA’s Green Claims Code and on their website you’ll find lots of information, such as - what has happened in cases and what advice and agreements were reached. These real world cases further provide guidance on the changes organisations need to consider to ensure they are being responsible when making green claims.
• More in this mini-series to follow with conversations with the ASA, ClientEarth and Fanclub PR. Stay tuned.

________________________________________________________________________

About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Defining your marketing culture is the key to unlocking not only the fulfilment and motivation of your team but its thinking and work, which often includes your company values, behaviours, beliefs, routines and rituals, philosophy and approach, processes and ways of working, org structure and how your people bring this to life through their skills, behaviours and mindset. 

Joining Abby to discuss marketing culture is her guest Abi Willstead, Head of Brand and Marketing Excellence at Specsavers, where she focuses on helping strengthen the brand and empowering their global marketing team to thrive in their roles, supporting brilliant outcomes for customers and increasing the number of lives they can change through better sight and hearing. 

In this episode, Abi shares her definition of marketing culture, the 5Cs of Specsavers culture, empowering teams, creating space for innovation, and involving the entire team in defining and evolving the marketing culture 

Plus her career highs and lows and advice for marketers of tomorrow. 

00:00:00 Welcome and Introduction to ‘Marketing Culture’ 

00:03:44 Key Ingredients of Marketing Culture  

00:06:59 Five Cs of Specsavers’ Culture  

00:08:03 Importance of Psychological Safety  

00:10:05 Embedding Values in Daily Work  

00:16:11 Continuous Improvement and Learning  

00:19:55 Core Skills Driving Specsavers’ Marketing Approach  

00:24:21 Empowerment in Marketing Culture  

00:24:57 Evolving Marketing Practices  

00:27:51 Involving Teams in Change  

00:30:13 Career Highs and Lows  

00:35:47 Advice for Future Marketers  

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Abi Willstead | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

You’re joining us for episode 4  ‘In My Humble Opinion... There’s nothing more valuable than an idea that moves the world’.

Featuring Lisa Delaney, Regional Head of Marketing & Lifestyle – Europe at Cathay Pacific, and Alison Hoad, Chief Strategy Officer at Publicis London.

They dive deep into how global ideas and campaigns can create lasting impact, exploring everything from Barbie to Spotify Wrapped, and sharing insights from Cathay Pacific's Move Beyond platform.

From leveraging cultural moments to creating meaningful brand partnerships, they discuss how global campaigns are reshaping customer engagement and brand building. 

Connect with our guests: 

• Lisa Delaney, Regional Head of Marketing & Lifestyle – Europe LinkedIn Profile
• Alison Hoad, Chief Strategy Officer at Publicis London.  LinkedIn Profile

Don't forget to subscribe, rate, and review our podcast!

Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here.

In our 99th episode we’re joined by Neda Hashemi and Andrés Olivia from the Ellen MacArthur Foundation where we explore why Marketers are key facilitators in the transition to a circular economy.

Neda and Andrés talk about their latest research and explain the different ways that the circular economy can future-proof and scale businesses, drive efficiencies, reduce emissions and help to ease the burden we place on biodiversity and the planet.

Andrés explains that their are many different ways to implement circularity, “the first one is about selling access rather than ownership for example, a washing machine, what if you rented it instead of owning it? We also have monetising of product through life extension for example selling repair services. And finally, and this is the last resort, once products are no longer fit use, reuse or repair can they can be recycled and turned into new products?”

Neda and Andrés share how B2B is leading the charge when it comes to circularity, but in the B2C world, whilst there is plenty of innovation - it is not scaling at the levels required. A reason for this Neda explains is “the demand isn’t happening because behaviours are not consistent.”  She goes to say, “don't be intimidated by the concept of the circular economy and circularity, all need to do is understand the simple premise of what the business model entails, which again, they have been doing forever and inject their creativity and human understanding into it. And then the potential is huge for them to engage with it.”

It’s not rocket science, when you remove the word circular economy and focus on what people value and want, then there’s plenty of scope to unlock the opportunities.

Tune in to hear us talking about how:

• Bringing in the marketing function as problem solvers and the key communication interface between the brand, the organisation and the consumer is key.
• The role of education and how Marketers are critical in driving this.
• The key areas coming out of the research including their “Four Action Pathways”
• How Marketers can make circularity desirable, irresistible and remove the barriers for adoption.
• The ‘Why’ we need to build a circular economy.
• How focusing on upstream demand should bring in multiple perspectives to take the innovation forward and bring everybody together to organize themselves around the common objectives.
• Metrics – from circular sales to increased loyalty and lifetime transaction values. Core resilience of the business is often not brought into the business case for circularity.

For more information and resources visit the Ellen MacArthur Foundation

The Marketing Playbook for a Circular Economy you’ll find here.

________________________________________________________________________

About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Round and round and round it goes, where it stops nobody knows… and that’s a really good thing if it means it doesn’t end up in the unmanageable waste landscape we humans have created for ourselves.

In our 99th episode we’re joined by Neda Hashemi and Andrés Olivia from the Ellen MacArthur Foundation where we explore why Marketers are key facilitators in the transition to a circular economy.

Neda and Andrés talk about their latest research and explain the different ways that the circular economy can future-proof and scale businesses, drive efficiencies, reduce emissions and help to ease the burden we place on biodiversity and the planet.

Andrés explains that their are many different ways to implement circularity, “the first one is about selling access rather than ownership for example, a washing machine, what if you rented it instead of owning it? We also have monetising of product through life extension for example selling repair services. And finally, and this is the last resort, once products are no longer fit use, reuse or repair can they can be recycled and turned into new products?”

Neda and Andrés share how B2B is leading the charge when it comes to circularity, but in the B2C world, whilst there is plenty of innovation - it is not scaling at the levels required. A reason for this Neda explains is “the demand isn’t happening because behaviours are not consistent.”  She goes to say, “don't be intimidated by the concept of the circular economy and circularity, all need to do is understand the simple premise of what the business model entails, which again, they have been doing forever and inject their creativity and human understanding into it. And then the potential is huge for them to engage with it.”

It’s not rocket science, when you remove the word circular economy and focus on what people value and want, then there’s plenty of scope to unlock the opportunities.

Tune in to hear us talking about how:

• Bringing in the marketing function as problem solvers and the key communication interface between the brand, the organisation and the consumer is key.
• The role of education and how Marketers are critical in driving this.
• The key areas coming out of the research including their “Four Action Pathways”
• How Marketers can make circularity desirable, irresistible and remove the barriers for adoption.
• The ‘Why’ we need to build a circular economy.
• How focusing on upstream demand should bring in multiple perspectives to take the innovation forward and bring everybody together to organize themselves around the common objectives.
• Metrics – from circular sales to increased loyalty and lifetime transaction values. Core resilience of the business is often not brought into the business case for circularity.

For more information and resources visit the Ellen MacArthur Foundation

The Marketing Playbook for a Circular Economy you’ll find here.

________________________________________________________________________

About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Discussing Growth Mindset with Abby is her guest Charlotte Langley, Chief Marketing Officer at Bloom & Wild. Having previously worked at L’Oreal, Charlotte joined Bloom & Wild at the start of 2020 to head up the evolution of Bloom & Wild's brand and communications, including the development of their ‘Care Wildly’ creative platform. 

In this episode, Charlotte shares her definition of Growth Mindset, pushing through fear, creating a network for support, how growth mindset impacts her leadership style, energy for growth mode and her tip when worries and anxiety creeps in. 

Plus her career highs and lows and advice for marketers of tomorrow. 

00:00:00 Welcome and Introduction to ‘Growth Mindset’ 

00:03:10 Embracing Fear and Asking for Help 

00:05:06 Leadership and Growth Mindset  

00:07:47 Navigating Change in Marketing 

00:09:42 Building a Knowledge Bank and Networking 

00:13:32 Adapting to Changes 

00:18:44 Growth Mode 

00:22:41 Confidence and Imposter Syndrome 

00:25:40 Learning from Others 

00:27:03 Reflecting on Personal Growth 

00:30:13 Acknowledging Anxiety and Organising Thoughts 

00:36:13 Career Highs and Lows  

00:39:06 Advice for Future Marketers

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Charlotte Langley | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

In this episode of the Can Marketing Save the Planet podcast, we are joined by Rob Cobbold, Founder and CEO, of the brilliant organisation, Native - a platform which allows people, groups, communities and organisations of all sizes to protect the planet – one square at a time!

The platform enables the purchase of ‘squares’ from a range of terrestrial or marine habitats including rainforests, mangroves or coral reefs.

Rob talks us through why he founded Native, “we’re an evolution I suppose on binary one-dimensional carbon markets. We're trying to do things with a bit more transparency, a bit more holistically, and a bit more fairly as well.” We discuss the fact that when it comes to protecting the environment, how we are all responsible.

We discuss the importance of decarbonisation, but also the reality that carbon isn’t tangible, you can’t see it and you can’t connect to it and this creates a challenge when it comes to understanding and engagement. Rob tells us that we, (humans) have a very ‘left-brain bias’, “we like to break things down into their parts so that we can manipulate them, control them and make use of them.”

We talk about the unique features of Native and the fact that you can view your square(s) in real time, watching them grow and evolve. However, Rob also talks about the fact that you can also see the reality of what is happening in the places you’re investing in… - “in the map of our first project in the Solomon Islands, you can see the forest, and you can also see active logging, just 50 kilometers away.” It’s both exciting and sobering.

Rob has so may plans for Native when it comes to how people and organisations can get involved; from everyone being able to drive positive impact and take action - seeing the impact of their investment in real-time, through to employee engagement programmes, gifting, gamification and overall creating a big talking point - bringing friends, family and partners on the journey with you.

From as little as just £3 per square - there is no way you won’t be motivated to buy a square or two (or more) by the end of this episode. Indeed, we’re already ‘in’ –and so if you invest, do let us know!

Tune in and listen as we talk to Rob about:

• Native – the platform, it’s purpose and why it’s truly ‘fair and square’
• Why it is so important that we all take responsibility about protecting the planet
• How Native enables organisations to hit the environmental (E), Social (S) and Governance (G) all in one solution
• Why transparency and fairness is critically important
• How going beyond carbon brings impact to life - (literally)
• The need for better stories and engagement
• The need to measure impact in different ways
• The need for better more accessible funding across a broader range of projects

For more information about this nature based solution visit Native

And to connect with Rob to find out more and discuss your ‘squares’ - connect via LinkedIn.

________________________________________________________________________

About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on...]]>“It’s fair and square - every square essentially helps you hit three ESG metrics with a single product.”

In this episode of the Can Marketing Save the Planet podcast, we are joined by Rob Cobbold, Founder and CEO, of the brilliant organisation, Native - a platform which allows people, groups, communities and organisations of all sizes to protect the planet – one square at a time!

The platform enables the purchase of ‘squares’ from a range of terrestrial or marine habitats including rainforests, mangroves or coral reefs.

Rob talks us through why he founded Native, “we’re an evolution I suppose on binary one-dimensional carbon markets. We're trying to do things with a bit more transparency, a bit more holistically, and a bit more fairly as well.” We discuss the fact that when it comes to protecting the environment, how we are all responsible.

We discuss the importance of decarbonisation, but also the reality that carbon isn’t tangible, you can’t see it and you can’t connect to it and this creates a challenge when it comes to understanding and engagement. Rob tells us that we, (humans) have a very ‘left-brain bias’, “we like to break things down into their parts so that we can manipulate them, control them and make use of them.”

We talk about the unique features of Native and the fact that you can view your square(s) in real time, watching them grow and evolve. However, Rob also talks about the fact that you can also see the reality of what is happening in the places you’re investing in… - “in the map of our first project in the Solomon Islands, you can see the forest, and you can also see active logging, just 50 kilometers away.” It’s both exciting and sobering.

Rob has so may plans for Native when it comes to how people and organisations can get involved; from everyone being able to drive positive impact and take action - seeing the impact of their investment in real-time, through to employee engagement programmes, gifting, gamification and overall creating a big talking point - bringing friends, family and partners on the journey with you.

From as little as just £3 per square - there is no way you won’t be motivated to buy a square or two (or more) by the end of this episode. Indeed, we’re already ‘in’ –and so if you invest, do let us know!

Tune in and listen as we talk to Rob about:

• Native – the platform, it’s purpose and why it’s truly ‘fair and square’
• Why it is so important that we all take responsibility about protecting the planet
• How Native enables organisations to hit the environmental (E), Social (S) and Governance (G) all in one solution
• Why transparency and fairness is critically important
• How going beyond carbon brings impact to life - (literally)
• The need for better stories and engagement
• The need to measure impact in different ways
• The need for better more accessible funding across a broader range of projects

For more information about this nature based solution visit Native

And to connect with Rob to find out more and discuss your ‘squares’ - connect via LinkedIn.

________________________________________________________________________

About us…

We help Marketers save the planet. 🌍

Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

Episode 3 - In My Humble Opinion...Retail is changing, powered by data and tuned by media’  - where we dive deep into how retail media is transforming the relationship between retailers and brands.

Featuring Susie Moan, Chief Data Officer at Currys, and Andy Barratt, Head of Retail Media at Currys, in conversation with Ben Foulkes, Commercial Director at Epsilon. They discuss how retail media is transforming the relationship between retailers and brands, exploring Currys Connected Media's journey and the exciting opportunities ahead. From leveraging customer data to creating meaningful brand partnerships, they discuss how retail media networks are reshaping the future of retail marketing and customer engagement.

Follow Susie Moan on LinkedIn here

Follow Andy Barratt on LinkedIn here

Follow Ben Foulkes on LinkedIn here

------

Don't forget to subscribe, rate, and review our podcast!

Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website. 

Abby’s guest who is passionate about this topic and author of ‘Building Brands With Soul’ is Siew Ting Foo. An impactful and influential marketing leader, Siew Ting is named consecutively, six times as Asia's most purposeful and influential CMO, and named Asia and China's top woman leader, having worked on brands including Unilever, Mars, Diageo, Fonterra and most recently, HP.  

In this episode, Siew Ting shares her definition and characteristics of brands with soul and why it’s important, the five pillars, human-centric leadership, global brands to local markets and how she connects to her team through ‘Friday emails’. 

Plus Siew Ting’s career highs and lows and advice for marketers of tomorrow. 

00:00:00 Welcome and introduction to ‘building brands with soul’ 

00:03:45 The Five Pillars of Brands with Soul  

00:05:13 Writing the Book for future leaders  

00:06:29 Why is Human Centricity important  

00:09:15 Siew Ting’s Personal Discovery and Purpose 

00:11:00 First 100 Days Framework  

00:15:21 How to Create Global Brands with Local Soul  

00:19:49 Building Internal Belief 

00:22:27 Authentic Leadership through Friday Emails 

00:25:51 Personal Career Highs and Lows 

00:27:36 Advice for Future Marketers  

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Siew Ting Foo | LinkedIn 

Siew Ting Foo will be part of The Marketing Society's Global Conversation  How CMOs can build Brands with Soul, a Virtual event covering many of these topics discussed, on 27 February 2025 - find out more here

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

 Our guest is Richard Deane, who's career includes running sponsorship programmes at Standard Life Investments, Abrdn and Investec across Ryder Cup, British and Irish Lions and many other major sports properties. 

The Buy Side is sponsored by the Two Circles intelligence platform KORE. More than 900 brands, venues, and sports organisations trust the Kore platform to manage partnerships and assets and measure their impact with real-time insights. Through Fan Intelligence and Partnerships Intelligence, Two Circle’s Kore platform unites sponsors and properties with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

Learn more at twocircles.com.

Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

We publish two podcasts each week, on Tuesday and Friday.

These are deep conversations with smart people from inside and outside sport.

Our entire back catalogue of 400 sports business conversations are available free of charge here.

Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

“You’ve got to spend the money to take advantage of the opportunity – and you can say but AI is free, but it isn't - that's just bad AI”…

“AI allows us to do the art of marketing without marketing” …

A slightly longer episode this week, but boy is it an interesting one! In this episode of Can Marketing Save the Planet we bring together two of the biggest conversations in the world today; AI and sustainability to find out if they are friend or foe. Joined by tech futurist Dan Södergren and sustainability guy, Russ Avery, we discuss questions around, is business and society responsible enough to use AI? Why AI policies a must for organisations - and, how can Marketers use AI in an informed and meaningful way?

As with any big subject matter we jump straight into the challenges and opportunities. When it comes to challenges we of course go straight to the environmental impact where Russ explains, “AI -driven data centers are projected to consume 90 terawatt hours annually by 2026, which will be a 10 -fold increase from 2022 levels, which is only three years ago. And for context, that's equivalent to the energy uses of some entire countries.” Only part of the story - but something we should all be aware of as we all look to AI and how it will increasingly become more prevalent in our lives.

Dan agrees that energy is definitely something we need to be aware of, but more importantly, “it's more the fact of what you do with it. En-masse if you just take it out by itself and you add it on to the marketing you're doing, then yes, by its very nature, you're going to be creating more problems because you are going to be using more energy.  But on the whole, he believes AI can make the world a better place (caveat - if the good guys use it). The ‘fifth industrial revolution’ also comes up a lot in this conversation, but you’ll need to tune in to find out more.

We talk about the need for more education, upskilling and awareness. Training is another area that we keep coming back to. Russ talks about the need for education and using AI responsibly, “we should not be using AI for socially useless mundane purposes’ – Take note Marketers! Dan agrees that education and understanding is critical if we want to be more productive and less wasteful. Both share hints, tips and ways we (Marketers) can all be using AI more effectively.  

Russ believes that Marketers can use AI effectively if they “lean into their curiosity and understand the foundations of what you are using”, he goes on to explain, “I would just encourage Marketers to learn about the fundamentals of AI because it can only benefit your understanding how these things work and how they actually came about”.

Dan talks about the need for better prompt engineering, an understanding of language models and, the need for culture change, moving away from specialisation and IP to considering, “how does your organisation incentivise not just the use of AI, but actually incentivise the best practice use of AI? Say I've created a great prompt, what's in it for me to share that knowledge with the rest of the team? Now, that's something we've never really had.”

There is simply too much in this episode to summarise here in a way that does it justice, you’ll just need to tune in and get your pens and pads ready….and then click on the links in the show notes to take advantage of the offers from Dan…we certainly will be.

Tune in and listen as we talk to Dan and Russ about:

• The challenges and opportunities around AI
• The ethics...]]>“The more people bring AI in-house the better it will be for the environment”…

  “You’ve got to spend the money to take advantage of the opportunity – and you can say but AI is free, but it isn't - that's just bad AI”…

  “AI allows us to do the art of marketing without marketing” …

  A slightly longer episode this week, but boy is it an interesting one! In this episode of Can Marketing Save the Planet we bring together two of the biggest conversations in the world today; AI and sustainability to find out if they are friend or foe. Joined by tech futurist Dan Södergren and sustainability guy, Russ Avery, we discuss questions around, is business and society responsible enough to use AI? Why AI policies a must for organisations - and, how can Marketers use AI in an informed and meaningful way?

  As with any big subject matter we jump straight into the challenges and opportunities. When it comes to challenges we of course go straight to the environmental impact where Russ explains, “AI -driven data centers are projected to consume 90 terawatt hours annually by 2026, which will be a 10 -fold increase from 2022 levels, which is only three years ago. And for context, that's equivalent to the energy uses of some entire countries.” Only part of the story - but something we should all be aware of as we all look to AI and how it will increasingly become more prevalent in our lives.

  Dan agrees that energy is definitely something we need to be aware of, but more importantly, “it's more the fact of what you do with it. En-masse if you just take it out by itself and you add it on to the marketing you're doing, then yes, by its very nature, you're going to be creating more problems because you are going to be using more energy.  But on the whole, he believes AI can make the world a better place (caveat - if the good guys use it). The ‘fifth industrial revolution’ also comes up a lot in this conversation, but you’ll need to tune in to find out more.

  We talk about the need for more education, upskilling and awareness. Training is another area that we keep coming back to. Russ talks about the need for education and using AI responsibly, “we should not be using AI for socially useless mundane purposes’ – Take note Marketers! Dan agrees that education and understanding is critical if we want to be more productive and less wasteful. Both share hints, tips and ways we (Marketers) can all be using AI more effectively.  

  Russ believes that Marketers can use AI effectively if they “lean into their curiosity and understand the foundations of what you are using”, he goes on to explain, “I would just encourage Marketers to learn about the fundamentals of AI because it can only benefit your understanding how these things work and how they actually came about”.

  Dan talks about the need for better prompt engineering, an understanding of language models and, the need for culture change, moving away from specialisation and IP to considering, “how does your organisation incentivise not just the use of AI, but actually incentivise the best practice use of AI? Say I've created a great prompt, what's in it for me to share that knowledge with the rest of the team? Now, that's something we've never really had.”

  There is simply too much in this episode to summarise here in a way that does it justice, you’ll just need to tune in and get your pens and pads ready….and then click on the links in the show notes to take advantage of the offers from Dan…we certainly will be.

  Tune in and listen as we talk to Dan and Russ about:

  • The challenges and opportunities around AI
  • The ethics and dilemma - Humans vs AI in the workplace
  • Data with intelligence can help us do all the things we’ve been talking about for 20 years
  • The need to train and upskill your employees
  • The purpose of organisations and business
  • The green tech revolution
  • The need to understand how we use AI
  • What skills and knowledge marketers need to have to use AI effectively
  • The need for organisations to have AI policies
  • Small language models vs. large language model and the benefits that can come from that for organisations
  • How marketers, agencies, organisations can use AI in the RIGHT way
  
  

  A truly informative and thought provoking episode. Tune in, enjoy it, share it - and of course, share your comments.

  For all the links / offers Dan shares:

  The AI Marketing Course 

  https://www.letslevelup.app/course/TheAIMarketingCourse 

  200 off:      AIMarketing200OFF

  The Prompt Engineering Course 

  https://www.letslevelup.app/course/PromptEngineering 

  To access Dan’s books visit Dan Sodergren #FutureOfWork use the code TRAININGTHANKYOU  and get any one book downloadable for free.

  Books here:

  How to effectively use AI to market your business in one day a month

  THE NEW INTELLIGENCE The 5th Industrial Revolution

  https://dansodergren.medium.com/the-free-first-chapter-of-how-to-thrive-and-survive-in-2025-e4518b3525ec

  And free to download at www.aileadershipcourse.com

  And here is an audio version for free if you would like that… 

  The Free First Chapter Of “How to Thrive and Survive in 2025” A #leader’s guide to the times of #ai.

  You’ll find Dan on LinkedIn here

  You’ll find Russ on LinkedIn here

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>b6a824d8-71ae-444c-98f4-ca7de822b71eThu, 06 Feb 2025 07:30:00 +000001:06:59truefull197971The Whole Marketer Ep142 - Connecting with your Consumer with guest Toby HorryEpisode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements. 

  Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.  

  
  

  In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.  

  Plus Toby’s career highs and lows and advice for marketers. 

  
  

  00:00:00 Welcome and Introduction to ‘Connecting with consumers’ 

  00:02:23 The Importance of Understanding Customers 

  00:03:40 Changes in Marketing Communication 

  00:05:56 Consumer Expectations 

  00:07:25 Skills Marketers Need in Order to Connect 

  00:09:59 Insights from Nicorette Campaign 

  00:11:46 The Role of Concise Marketing Briefs

  00:14:09 Global Marketing Considerations 

  00:20:03 Customer-Centric Ideas 

  00:23:23 Insights from TUI 

  00:27:32 Creativity and Agility 

  00:29:10 Toby’s Career Highs and Lows 

  00:31:29 Advice for Future Marketers 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Toby Horry | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements. 

  Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.  

  
  

  In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.  

  Plus Toby’s career highs and lows and advice for marketers. 

  
  

  00:00:00 Welcome and Introduction to ‘Connecting with consumers’ 

  00:02:23 The Importance of Understanding Customers 

  00:03:40 Changes in Marketing Communication 

  00:05:56 Consumer Expectations 

  00:07:25 Skills Marketers Need in Order to Connect 

  00:09:59 Insights from Nicorette Campaign 

  00:11:46 The Role of Concise Marketing Briefs

  00:14:09 Global Marketing Considerations 

  00:20:03 Customer-Centric Ideas 

  00:23:23 Insights from TUI 

  00:27:32 Creativity and Agility 

  00:29:10 Toby’s Career Highs and Lows 

  00:31:29 Advice for Future Marketers 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Toby Horry | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>81904838-2d9a-491a-a4fe-35f0904b1d59Tue, 04 Feb 2025 07:00:00 +000033:03truefullIn My Humble Opinion....more brand experiences should be buyableWelcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. 

  You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

  Episode 2 - ‘In My Humble Opinion...more brand experiences should be buyable.’ where we discuss why brand experiences should be shoppable in today's digital landscape. 

  They explore how the traditional marketing funnel is transforming, why brand equity and commercial performance go hand in hand, and how companies can create seamless shopping experiences across multiple touchpoints.

  Amanda Farmer, Chief Executive Officer of LeSHOP, sits down with Kate Narbrough, Global Brand Director at Nomad Foods

  Follow Amanda Farmer on LinkedIn here

  Follow Kate Narbrough on LinkedIn here

  ------

  Don't forget to subscribe, rate, and review our podcast!

  Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website. 

  ]]>Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. 

  You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

  Episode 2 - ‘In My Humble Opinion...more brand experiences should be buyable.’ where we discuss why brand experiences should be shoppable in today's digital landscape. 

  They explore how the traditional marketing funnel is transforming, why brand equity and commercial performance go hand in hand, and how companies can create seamless shopping experiences across multiple touchpoints.

  Amanda Farmer, Chief Executive Officer of LeSHOP, sits down with Kate Narbrough, Global Brand Director at Nomad Foods

  Follow Amanda Farmer on LinkedIn here

  Follow Kate Narbrough on LinkedIn here

  ------

  Don't forget to subscribe, rate, and review our podcast!

  Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website. 

  ]]>5367e108-d23e-46ff-a7b3-9342bc419ee9Wed, 29 Jan 2025 10:45:00 +000029:50truefull1221The Whole Marketer Ep141 - Owning your Marketing Career with guest David BrewertonEpisode #141. Today’s personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role. 

  Abby’s guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo.  

  In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections.  

  Plus David’s career highs and lows and advice for marketers of tomorrow. 

  

  00:00:00 Welcome and Introduction to ‘Owning your Career’ 

  00:02:12 Defining Career Ownership 

  00:03:55 Perception as Reality 

  00:06:11 Why Personal Branding is Valuable 

  00:08:52 The Importance of Authenticity 

  00:14:27 Feedback as a Tool for Growth 

  00:17:52 David's Approach to Securing a New Role Following Redundancy  

  00:22:35 Building a Profile Online 

  00:27:24 Proactive Career Ownership 

  00:37:13 Mapping Career Goals and Vision 

  00:39:15 Finding Your Tribe 

  00:41:27 Learning from Experience 

  00:41:40 Advice for Marketers of Tomorrow 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  David Brewerton | LinkedIn

   

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #141. Today’s personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role. 

  Abby’s guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo.  

  In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections.  

  Plus David’s career highs and lows and advice for marketers of tomorrow. 

  

  00:00:00 Welcome and Introduction to ‘Owning your Career’ 

  00:02:12 Defining Career Ownership 

  00:03:55 Perception as Reality 

  00:06:11 Why Personal Branding is Valuable 

  00:08:52 The Importance of Authenticity 

  00:14:27 Feedback as a Tool for Growth 

  00:17:52 David's Approach to Securing a New Role Following Redundancy  

  00:22:35 Building a Profile Online 

  00:27:24 Proactive Career Ownership 

  00:37:13 Mapping Career Goals and Vision 

  00:39:15 Finding Your Tribe 

  00:41:27 Learning from Experience 

  00:41:40 Advice for Marketers of Tomorrow 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  David Brewerton | LinkedIn

   

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>ef4a98d3-f6bf-4ac0-9ae2-a6bba6eb348cTue, 21 Jan 2025 07:00:00 +000043:38truefullThink Equal - Leanne Foy meets Peter JacobTHINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  Kicking off the new year, THINK EQUAL Project Director, Leanne Foy met Peter Jacob, Managing Director MENAT, Current Global.

  The communications industry thrives on diverse perspectives, yet achieving gender equality requires more than good intentions. Male allies play a crucial role in fostering an inclusive workplace where women can excel. In this episode, we explore how male leaders can champion equality through listening, action, and accountability.

  Discover the power of self-education, the impact of micro-actions, and the importance of transparent promotion practices. Learn how cross-generational allyship sustains progress and why calling out bias is essential to change workplace dynamics for the better.

  Highlights include:

  • Calling out bias: The critical role male leaders play in challenging workplace inequalities.
  • Micro-actions that matter: Supporting female leadership and advocating for diverse lifestyles.
  • Building trust through transparency: Clear promotion criteria and succession planning.
  
  

  Tune in to explore actionable strategies for male allies and their impact on advancing gender equality.

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

   

  ]]>THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  Kicking off the new year, THINK EQUAL Project Director, Leanne Foy met Peter Jacob, Managing Director MENAT, Current Global.

  The communications industry thrives on diverse perspectives, yet achieving gender equality requires more than good intentions. Male allies play a crucial role in fostering an inclusive workplace where women can excel. In this episode, we explore how male leaders can champion equality through listening, action, and accountability.

  Discover the power of self-education, the impact of micro-actions, and the importance of transparent promotion practices. Learn how cross-generational allyship sustains progress and why calling out bias is essential to change workplace dynamics for the better.

  Highlights include:

  • Calling out bias: The critical role male leaders play in challenging workplace inequalities.
  • Micro-actions that matter: Supporting female leadership and advocating for diverse lifestyles.
  • Building trust through transparency: Clear promotion criteria and succession planning.
  
  

  Tune in to explore actionable strategies for male allies and their impact on advancing gender equality.

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

   

  ]]>c3dfaa9e-b0d8-4ae4-a738-d2fed61d918cTue, 14 Jan 2025 09:34:00 +000034:06truefull114141The Whole Marketer Ep140 - Marketing Excellence with guest Sue WarrenEpisode #140. We’re starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow.  

  Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky. 

  
  

  In this episode, Sue shares her definition of marketing excellence, the development and implementation of Sky’s marketing excellence programme, it’s impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training.  

  
  

  Plus Sue’s career highs and lows and advice for marketers of tomorrow. 

  
  

  00:00:00 Welcome and introduction to Marketing Excellence  

  00:03:25 What is Marketing Excellence?  

  00:05:36 Benefits of a Structured Marketing Excellence Programme  

  00:06:35 Beyond Marketing Training – Empowerment and Investment  

  00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Programme 

  00:17:26 Methods, Processes and Behaviours of Marketing Excellence 

  00:23:35 Leadership and Accountability  

  00:25:42 Impact on Marketing Performance and Engagement  

  00:28:55 Lessons from the Journey  

  00:32:09 Sue’s Personal Career Highs and Lows (00:32:09) 

  00:38:21 Advice for Future Marketers 

   

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Sue Warren | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #140. We’re starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow.  

  Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky. 

  
  

  In this episode, Sue shares her definition of marketing excellence, the development and implementation of Sky’s marketing excellence programme, it’s impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training.  

  
  

  Plus Sue’s career highs and lows and advice for marketers of tomorrow. 

  
  

  00:00:00 Welcome and introduction to Marketing Excellence  

  00:03:25 What is Marketing Excellence?  

  00:05:36 Benefits of a Structured Marketing Excellence Programme  

  00:06:35 Beyond Marketing Training – Empowerment and Investment  

  00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Programme 

  00:17:26 Methods, Processes and Behaviours of Marketing Excellence 

  00:23:35 Leadership and Accountability  

  00:25:42 Impact on Marketing Performance and Engagement  

  00:28:55 Lessons from the Journey  

  00:32:09 Sue’s Personal Career Highs and Lows (00:32:09) 

  00:38:21 Advice for Future Marketers 

   

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Sue Warren | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>9314d1e7-a86d-4909-b9a4-5867fd8aec42Tue, 07 Jan 2025 07:00:00 +000039:05truefullThe Power of Research & Understanding our Audiences - A Missing Marketing Fundamental with Denise Hicks, Global Climate Lead, C-Space“We need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable….”

  In this episode were joined by Denise Hicks, Global Climate Lead at strategy and insights consultancy, C-Space. We were particularly interested in a very soon to be published piece of research titled, ‘The S Word’.

  
  

  Denise shares insights from the research findings, highlighting the ‘dysfunctional love triangle’ that exists between brands, their stakeholders and regulations and the tensions and frictions which are causing trust issues.

  
  

  We explore some of the key highlights from the research (due out January 2025), Denise reveals, “consumers are frustrated, the problem is stuff – there is too much stuff and brands / manufacturers need to start taking responsibility”. She also talks about, “the increasing amount of skepticism at all level at the ways the S word is used for commercial gain”.

  
  

  Denise shares some brilliant examples of brands who are showing up in this space and engaging with their customers however, whilst they have sustainability high up on their agendas, they aren’t leading with it – rather they are leading with good old fashion marketing tactics around what benefits their customers. The fact they are also sustainability focused is an added benefit.

  
  

  Denise explains, “the need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable.” Sustainability paralysis is very real, the need for strong listening, insights and learning about what truly matters to audiences has never been greater. This episode is a MUST LISTEN TO for all Marketers….packed with plenty of food for thought!

  
  

  Tune in and listen as we talk to Denise about:

  • The importance of research.
  • Sustainability paralysis and why it is very real.
  • Why it is so important to understand the views of everybody and where they are at.
  • The need to drive mutual benefit and work together collectively.
  • How regulation plays an important part - but we can’t just wait for it, all stakeholders need to keep moving forwards.
  • Why brands / Marketers need to be asking - is sustainability a big part of our identity as a brand?
  • The need to meet your audiences where they are at and focus on what matter to them – elements which aren’t necessarily sustainability related.
  • What it means to behave more responsibly and asking what’s the role of responsible products and services in achieving a ‘better life’.
  
  

  This really is a fantastic episode to wrap up all our 2024 conversations. Tune in, enjoy it, share it - and of course, share your comments.

  Find out more information about C-Space and the work they do. Connect with Denise Hicks - and you can register to receive The S Word research once published.

  We’ve got plenty more terrific conversations coming in 2025. Stay tuned… and here’s to more.

  ____________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. “We need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable….”

  In this episode were joined by Denise Hicks, Global Climate Lead at strategy and insights consultancy, C-Space. We were particularly interested in a very soon to be published piece of research titled, ‘The S Word’.

  
  

  Denise shares insights from the research findings, highlighting the ‘dysfunctional love triangle’ that exists between brands, their stakeholders and regulations and the tensions and frictions which are causing trust issues.

  
  

  We explore some of the key highlights from the research (due out January 2025), Denise reveals, “consumers are frustrated, the problem is stuff – there is too much stuff and brands / manufacturers need to start taking responsibility”. She also talks about, “the increasing amount of skepticism at all level at the ways the S word is used for commercial gain”.

  
  

  Denise shares some brilliant examples of brands who are showing up in this space and engaging with their customers however, whilst they have sustainability high up on their agendas, they aren’t leading with it – rather they are leading with good old fashion marketing tactics around what benefits their customers. The fact they are also sustainability focused is an added benefit.

  
  

  Denise explains, “the need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable.” Sustainability paralysis is very real, the need for strong listening, insights and learning about what truly matters to audiences has never been greater. This episode is a MUST LISTEN TO for all Marketers….packed with plenty of food for thought!

  
  

  Tune in and listen as we talk to Denise about:

  • The importance of research.
  • Sustainability paralysis and why it is very real.
  • Why it is so important to understand the views of everybody and where they are at.
  • The need to drive mutual benefit and work together collectively.
  • How regulation plays an important part - but we can’t just wait for it, all stakeholders need to keep moving forwards.
  • Why brands / Marketers need to be asking - is sustainability a big part of our identity as a brand?
  • The need to meet your audiences where they are at and focus on what matter to them – elements which aren’t necessarily sustainability related.
  • What it means to behave more responsibly and asking what’s the role of responsible products and services in achieving a ‘better life’.
  
  

  This really is a fantastic episode to wrap up all our 2024 conversations. Tune in, enjoy it, share it - and of course, share your comments.

  Find out more information about C-Space and the work they do. Connect with Denise Hicks - and you can register to receive The S Word research once published.

  We’ve got plenty more terrific conversations coming in 2025. Stay tuned… and here’s to more.

  ____________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>75df4a59-fa81-4cfa-b3f4-478b78362ffcThu, 19 Dec 2024 07:15:00 +000040:30truefull195951The Whole Marketer Ep139 - Personal Understanding with guest Kirsten McPhersonEpisode #139. Today’s focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole. 

  Abby’s guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always ‘end period poverty’. 

  In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing ‘prison Fridays’ and the role of community and mentoring in developing your personal understanding. 

  Plus Kirsten shares her advice for career highs and learnings, and advice for marketers.

  
  

  00:00:00 Welcome and Introduction to Personal Understanding  

  00:02:07 What is Personal Development? 

  00:05:03 Personal and Professional Growth and Leadership 

  00:07:56 Kirsten’s Formula for Personal Energy 

  00:08:19 Purpose, Motivation and Confronting Limiting Beliefs  

  00:13:17 The Importance of Coaching 

  00:15:33 3 Key Areas for Marketers  

  00:16:14 The Concept of "Prison Fridays"  

  00:21:59 The Role of Community in Personal Development  

  00:25:19 Creating Community Initiatives at Mondelez  

  00:29:23 Advice for Starting Community Initiatives 

  00:30:46 Kirsten’s Career Highs and Learnings  

  00:34:24 Advice for Future Marketers

  
  

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kirsten McPherson | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #139. Today’s focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole. 

  Abby’s guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always ‘end period poverty’. 

  In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing ‘prison Fridays’ and the role of community and mentoring in developing your personal understanding. 

  Plus Kirsten shares her advice for career highs and learnings, and advice for marketers.

  
  

  00:00:00 Welcome and Introduction to Personal Understanding  

  00:02:07 What is Personal Development? 

  00:05:03 Personal and Professional Growth and Leadership 

  00:07:56 Kirsten’s Formula for Personal Energy 

  00:08:19 Purpose, Motivation and Confronting Limiting Beliefs  

  00:13:17 The Importance of Coaching 

  00:15:33 3 Key Areas for Marketers  

  00:16:14 The Concept of "Prison Fridays"  

  00:21:59 The Role of Community in Personal Development  

  00:25:19 Creating Community Initiatives at Mondelez  

  00:29:23 Advice for Starting Community Initiatives 

  00:30:46 Kirsten’s Career Highs and Learnings  

  00:34:24 Advice for Future Marketers

  
  

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kirsten McPherson | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>9858bd17-ff9e-4031-aa96-1640bc0ef831Tue, 17 Dec 2024 07:00:00 +000036:26truefull115151Unofficial Partner - Sport, Brand and the Rise of the kit launchIn a sports industry obsessed with data and measurement, brand is the great intangible asset, the bit of the balance sheet that remains largely opaque, which is why it’s so important. 

  But mention brand in the vicinity of fans or the football media and there's a row. 

  It’s no surprise that the kit launch genre has evolved during this period, growing in importance and sophistication (and cost). 

  Homeground is one of the hottest creative agencies working in sport today. The London based company has pioneered the kit launch video. Working with Adidas, they are the people behind some of the most outstanding recent work in this area, from Manchester United, Arsenal, Aston Villa to name a few. 

  We talk with creative partner Rachid Ahouiyek, formerly of Iris, McCann and Wieden+Kennedy, and Polly Barnes, new business director also formerly Iris and is founder of the Women’s Rugby Association. 

  Click on the showreel to see the work referenced in the podcast

  https://www.homeground.london/work

  ]]>In a sports industry obsessed with data and measurement, brand is the great intangible asset, the bit of the balance sheet that remains largely opaque, which is why it’s so important. 

  But mention brand in the vicinity of fans or the football media and there's a row. 

  It’s no surprise that the kit launch genre has evolved during this period, growing in importance and sophistication (and cost). 

  Homeground is one of the hottest creative agencies working in sport today. The London based company has pioneered the kit launch video. Working with Adidas, they are the people behind some of the most outstanding recent work in this area, from Manchester United, Arsenal, Aston Villa to name a few. 

  We talk with creative partner Rachid Ahouiyek, formerly of Iris, McCann and Wieden+Kennedy, and Polly Barnes, new business director also formerly Iris and is founder of the Women’s Rugby Association. 

  Click on the showreel to see the work referenced in the podcast

  https://www.homeground.london/work

  ]]>6aa543ef-3cfd-41a0-803c-af5e4489195aMon, 16 Dec 2024 10:08:00 +000001:03:09truefull114141Think Equal - Leanne Foy meets Lisa WelshTHINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Lisa Welsh, Chief Operating Officer at Burson META.

  Perfectionism often whispers, "not good enough," leaving many stuck in cycles of overwork and self-doubt. But what if we could channel that drive into something more empowering? In this thought-provoking episode, Lisa explores how to transform perfectionism into excellence by setting meaningful goals, celebrating progress, and showing up in ways that truly make you proud. Discover how to set meaningful goals, celebrate progress, and confidently show up in ways that align with your values and bring you pride—all while avoiding burnout.

  Highlights include:

  • Breaking free from perfectionism: shifting from "not good enough" to showing up with confidence.
  • Setting realistic, joyful goals that motivate rather than overwhelm.
  • Practical techniques to celebrate wins and embrace progress—starting with "messy first drafts."
  
  

  Tune in to discover how to transform perfectionism into excellence and find joy in every step of the journey.

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  ]]>THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Lisa Welsh, Chief Operating Officer at Burson META.

  Perfectionism often whispers, "not good enough," leaving many stuck in cycles of overwork and self-doubt. But what if we could channel that drive into something more empowering? In this thought-provoking episode, Lisa explores how to transform perfectionism into excellence by setting meaningful goals, celebrating progress, and showing up in ways that truly make you proud. Discover how to set meaningful goals, celebrate progress, and confidently show up in ways that align with your values and bring you pride—all while avoiding burnout.

  Highlights include:

  • Breaking free from perfectionism: shifting from "not good enough" to showing up with confidence.
  • Setting realistic, joyful goals that motivate rather than overwhelm.
  • Practical techniques to celebrate wins and embrace progress—starting with "messy first drafts."
  
  

  Tune in to discover how to transform perfectionism into excellence and find joy in every step of the journey.

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  ]]>9bd3c2e7-4c4b-45cb-a011-f4cf3facc568Tue, 10 Dec 2024 05:00:00 +000036:50truefull113131The 9 Principles of Effective Climate Communication’ (and more…) with Dr Graeme Heyes and Laurence Adams, Litmus SustainabilityBusinesses need to be asking themselves – “What could this business be, redesigning it from the ground up?” Start with the opportunity as opposed to the challenges.

  We know communication and engagement is critical to driving change, a su bject we have explored many times on the podcast, but there’s always something new to learn. Hence why we really enjoyed meeting Laurence and Graeme from Litmus Sustainability to talk more deeply about a subject which is very close to our hearts.

  Setting up their business with the aim of helping creative and ambitious organisations integrate sustainability into the core of what they do, Laurence and Graeme are working across a wide range of areas with communication playing a vital role. The need to focus on the long term vision, understand the short term wins and, navigate the challenges and confusion when you’re told one thing is good (e.g. offsetting) - and then finding out it’s bad, are all part of the complex learning curve when it comes to sustainability.

  Graeme talks about the need to level up your game, he explains, “businesses need to do something really exciting that capture people’s imaginations, so thinking what could this business be, redesigning it from the ground up.” An approach and way of thinking which drives long term vision and opportunity to do something unique, as opposed to starting with the challenges.

  We discuss the need for climate skills and how mobilising an army of climate champions can drive hope and motivate people who then often go on to become experts in the field (of sustainability). Laurence, talks about the fact that technical expertise isn’t always the most impactful thing. He explains, “the greatest climate skill I think is communication, one piece of research into what makes a great sustainable leader revealed it’s skills like collaboration, negotiation, influence and effective communication, once engaged this is what brings great ideas which can be uses on the ground”. And of course these are all key traits of Marketers.

  We delve deep into communication with both Laurence and Graeme sharing many insights and examples...a great conversation and source of knowledge for Marketers everywhere.

   Tune in and listen as we talk to Laurence and Graeme about:

  • The barriers to sustainability – ‘it’s not easy being green’.
  • How businesses are integrating sustainability into the core of what they do and as a result taking their organisations forward.
  • The 9 principles of effective climate communication - taken from their work and evidence of what works for different people and psychologies.
  • The need for Marketers to start and change the conversations.
  • The difference between communication and engagement.
  • How communicating and influencing other people has a much greater impact than acting alone.
  • How we need to level up our knowledge about good communication and link it back to the core values of what drives a person’s behaviour.
  • What your unique superpower is in bringing ‘good’ to the world.
  
  

  For more information you can contact the team via : https://litmussustainability.com/

  Connect on LinkedIn: https://www.linkedin.com/company/litmus-sustainability/

  Youtube: https://www.youtube.com/channel/UCvMk_MGGoooRGnfn3uzcb9A

  Dr Graeme Heyes was also involved in a piece of work with a local community group looking to embed Doughnut Economics across Greater Manchester through engagement with communities. You can find out more here: Businesses need to be asking themselves – “What could this business be, redesigning it from the ground up?” Start with the opportunity as opposed to the challenges.

  We know communication and engagement is critical to driving change, a su bject we have explored many times on the podcast, but there’s always something new to learn. Hence why we really enjoyed meeting Laurence and Graeme from Litmus Sustainability to talk more deeply about a subject which is very close to our hearts.

  Setting up their business with the aim of helping creative and ambitious organisations integrate sustainability into the core of what they do, Laurence and Graeme are working across a wide range of areas with communication playing a vital role. The need to focus on the long term vision, understand the short term wins and, navigate the challenges and confusion when you’re told one thing is good (e.g. offsetting) - and then finding out it’s bad, are all part of the complex learning curve when it comes to sustainability.

  Graeme talks about the need to level up your game, he explains, “businesses need to do something really exciting that capture people’s imaginations, so thinking what could this business be, redesigning it from the ground up.” An approach and way of thinking which drives long term vision and opportunity to do something unique, as opposed to starting with the challenges.

  We discuss the need for climate skills and how mobilising an army of climate champions can drive hope and motivate people who then often go on to become experts in the field (of sustainability). Laurence, talks about the fact that technical expertise isn’t always the most impactful thing. He explains, “the greatest climate skill I think is communication, one piece of research into what makes a great sustainable leader revealed it’s skills like collaboration, negotiation, influence and effective communication, once engaged this is what brings great ideas which can be uses on the ground”. And of course these are all key traits of Marketers.

  We delve deep into communication with both Laurence and Graeme sharing many insights and examples...a great conversation and source of knowledge for Marketers everywhere.

   Tune in and listen as we talk to Laurence and Graeme about:

  • The barriers to sustainability – ‘it’s not easy being green’.
  • How businesses are integrating sustainability into the core of what they do and as a result taking their organisations forward.
  • The 9 principles of effective climate communication - taken from their work and evidence of what works for different people and psychologies.
  • The need for Marketers to start and change the conversations.
  • The difference between communication and engagement.
  • How communicating and influencing other people has a much greater impact than acting alone.
  • How we need to level up our knowledge about good communication and link it back to the core values of what drives a person’s behaviour.
  • What your unique superpower is in bringing ‘good’ to the world.
  
  

  For more information you can contact the team via : https://litmussustainability.com/

  Connect on LinkedIn: https://www.linkedin.com/company/litmus-sustainability/

  Youtube: https://www.youtube.com/channel/UCvMk_MGGoooRGnfn3uzcb9A

  Dr Graeme Heyes was also involved in a piece of work with a local community group looking to embed Doughnut Economics across Greater Manchester through engagement with communities. You can find out more here: https://www.linkedin.com/company/transform-gm

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>eafc41ad-a343-47d1-88a1-63cf32e8d554Mon, 09 Dec 2024 15:19:00 +000051:43truefull194941The Whole Marketer Ep138 - Creativity with guest Kevin Chesters: How Can Marketers Unlock Their Creative Potential?Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; it’s a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems. 

  Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevin’s first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast. 

  
  

  In this episode, Kevin shares his definition of creativity, ‘nudge theory’ where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity. 

  
  

  Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows. 

  
  

  00:00:00 Welcome and Creativity in Marketing 

  00:02:00 Defining Creativity 

  00:03:32 Why is Creativity vital to stand out? 

  00:06:09 Kevin’s Nudge Theory Explained 

  00:08:12 Nine Behaviours to Rediscover Creativity 

  00:15:12 How to Create Conditions for Creativity?  

  00:17:56 Being Willing to Challenge the Status Quo 

  00:21:56 Creativity and Human Evolution 

  00:24:51 How to Review Creative Ideas? 

  00:33:12 Reviewing Creativity and Giving Feedback  

  00:37:29 Kevin’s career Highs and Lows  

  00:48:18 Advice for Marketers 

   

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kevin Chesters | LinkedIn

   

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; it’s a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems. 

  Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevin’s first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast. 

  
  

  In this episode, Kevin shares his definition of creativity, ‘nudge theory’ where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity. 

  
  

  Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows. 

  
  

  00:00:00 Welcome and Creativity in Marketing 

  00:02:00 Defining Creativity 

  00:03:32 Why is Creativity vital to stand out? 

  00:06:09 Kevin’s Nudge Theory Explained 

  00:08:12 Nine Behaviours to Rediscover Creativity 

  00:15:12 How to Create Conditions for Creativity?  

  00:17:56 Being Willing to Challenge the Status Quo 

  00:21:56 Creativity and Human Evolution 

  00:24:51 How to Review Creative Ideas? 

  00:33:12 Reviewing Creativity and Giving Feedback  

  00:37:29 Kevin’s career Highs and Lows  

  00:48:18 Advice for Marketers 

   

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kevin Chesters | LinkedIn

   

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>1affce77-92fe-4130-8fcd-67078b1be4f0Tue, 03 Dec 2024 07:00:00 +000050:17truefullLive from The Marketing Society Changemakers Impact Conference in Dubai 2024From the power of storytelling to culture, mental wellbeing influencing developments to physical wellbeing and the power of impact. Speakers from The Marketing Society Changemakers Impact Conference in Dubai in 2024 joined us for insights into what they shared in their sessions, why marketing matters to them and why events like our conference from The Marketing Society are so important.

  Thank you to our guests 

  • Gernot Friedhuber, Chief Executive Officer, Grace Group
  • Annie Arsane, Head of Business Marketing, TikTok METAP 
  • Kiran Haslam, Chief Marketing Officer, Diriyah Company 
  • Steve Chantry, VP, Growth - Innovation - Marketing, West + East Emerging Markets, KraftHeinz
  • Aimee Peters,  Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBC
  
  

  Thank you to Pineapple Audio Production and Multitude FZE

  Find out more about The Marketing Society here and browse more of our content on our content hub.

  ]]>From the power of storytelling to culture, mental wellbeing influencing developments to physical wellbeing and the power of impact. Speakers from The Marketing Society Changemakers Impact Conference in Dubai in 2024 joined us for insights into what they shared in their sessions, why marketing matters to them and why events like our conference from The Marketing Society are so important.

  Thank you to our guests 

  • Gernot Friedhuber, Chief Executive Officer, Grace Group
  • Annie Arsane, Head of Business Marketing, TikTok METAP 
  • Kiran Haslam, Chief Marketing Officer, Diriyah Company 
  • Steve Chantry, VP, Growth - Innovation - Marketing, West + East Emerging Markets, KraftHeinz
  • Aimee Peters,  Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBC
  
  

  Thank you to Pineapple Audio Production and Multitude FZE

  Find out more about The Marketing Society here and browse more of our content on our content hub.

  ]]>6fb9eebb-bb76-47c9-bcac-ecef5f5f35caWed, 27 Nov 2024 19:58:00 +000015:10truefull11‘Marketing for Social Change’ - How to develop a more flourishing society and more sustainable future with Kian Bhaktiari, Founder, The People“We don’t ’speak for young people, we let them be the voice and share their perspective.”

  We keep coming back to the S – ‘social and societal impact’ in many of our conversations with clients, leaders and marketers, we’re discussing the role of business, both in how they operate and what they are doing for society.

  In this episode of the podcast we have a chat with the brilliant Kian Bakhtiari, Founder of The People, a Gen-Z consultancy. We were keen to know more about the work Kian does both with the youth generation and businesses, how he brings those worlds together (which is very much needed). Kian explains, “We’ve applied such a narrow lens to how business can be done, how marketing can be done that we’ve lost track of the opportunities and all the ways that we can create a more flourishing society and more sustainable future.” Kian tells us about how the younger generation feel and think about the world they are growing up in, making the point, “Wealth inequalities are a bigger determinant of your future than your education and how hard you work.” Kian and his teams bring Gen Z insights into the boardroom, they want to close the gap between as he says, “those who make the decisions and those whose lives are impacted by the decisions”, opening up opportunities to share knowledge and insights both ways and, and create a space to explore how we can change business.

  A new author, Kian has recently published his book, ‘Marketing for Social Change – How to Turn Purpose into Business and Social Impact’ , a book which explores and asks the question – What is the role of marketing in the 21st century? Like us, Kian firmly believes that marketing has a significant role to play and if harnessed in the right way can accelerate social change. “We need to find ways to bring business and communities together.” When asked how he would measure social impact, Kian shares, “There are lots of different lenses on social impact- start by being neutral, then bring in meaningful connection and impact.” “Start small – it can be really overwhelming at a system level. What is something you can do today which might have an impact and go from there.”

  Tune in and listen as we talk to Kian about:

  • The importance of the role of marketing in driving positive impact on society.
  • Why he wrote his new book ‘Marketing for Social Change’ and what he learnt.
  • Thinking about the way things are done, outside the ways things are currently done.
  • The work he does with the youth community and, diverse communities.
  • Understanding what businesses want from the future.
  • What unifying factors young people are finding challenging.
  • Social impact and how we can approach it and measure it.
  
  

  For more, follow and connect with Kian here: https://www.linkedin.com/in/kianbakhtiari/

  And to find out more about The People and the work they do - here https://www.thepeople.work/

  Kian talks about Earth Watch -and more can be found here: https://earthwatch.org.uk/

  And check out his new book here: https://www.amazon.co.uk/Marketing-Social-Change-Purpose-Business/dp/1398616842

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. “We don’t ’speak for young people, we let them be the voice and share their perspective.”

  We keep coming back to the S – ‘social and societal impact’ in many of our conversations with clients, leaders and marketers, we’re discussing the role of business, both in how they operate and what they are doing for society.

  In this episode of the podcast we have a chat with the brilliant Kian Bakhtiari, Founder of The People, a Gen-Z consultancy. We were keen to know more about the work Kian does both with the youth generation and businesses, how he brings those worlds together (which is very much needed). Kian explains, “We’ve applied such a narrow lens to how business can be done, how marketing can be done that we’ve lost track of the opportunities and all the ways that we can create a more flourishing society and more sustainable future.” Kian tells us about how the younger generation feel and think about the world they are growing up in, making the point, “Wealth inequalities are a bigger determinant of your future than your education and how hard you work.” Kian and his teams bring Gen Z insights into the boardroom, they want to close the gap between as he says, “those who make the decisions and those whose lives are impacted by the decisions”, opening up opportunities to share knowledge and insights both ways and, and create a space to explore how we can change business.

  A new author, Kian has recently published his book, ‘Marketing for Social Change – How to Turn Purpose into Business and Social Impact’ , a book which explores and asks the question – What is the role of marketing in the 21st century? Like us, Kian firmly believes that marketing has a significant role to play and if harnessed in the right way can accelerate social change. “We need to find ways to bring business and communities together.” When asked how he would measure social impact, Kian shares, “There are lots of different lenses on social impact- start by being neutral, then bring in meaningful connection and impact.” “Start small – it can be really overwhelming at a system level. What is something you can do today which might have an impact and go from there.”

  Tune in and listen as we talk to Kian about:

  • The importance of the role of marketing in driving positive impact on society.
  • Why he wrote his new book ‘Marketing for Social Change’ and what he learnt.
  • Thinking about the way things are done, outside the ways things are currently done.
  • The work he does with the youth community and, diverse communities.
  • Understanding what businesses want from the future.
  • What unifying factors young people are finding challenging.
  • Social impact and how we can approach it and measure it.
  
  

  For more, follow and connect with Kian here: https://www.linkedin.com/in/kianbakhtiari/

  And to find out more about The People and the work they do - here https://www.thepeople.work/

  Kian talks about Earth Watch -and more can be found here: https://earthwatch.org.uk/

  And check out his new book here: https://www.amazon.co.uk/Marketing-Social-Change-Purpose-Business/dp/1398616842

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>b523e72e-3cd7-488d-9348-0ced8be17b14Mon, 25 Nov 2024 13:12:00 +000038:39truefull9393Unofficial Partner - The Buy Side - UnileverThe Buy Side is Unofficial Partner's regular series talking with brand side marketers about sport and sponsorship.

  Today's guest is Willem Dinger, global head of sport and entertainment partnerships at Unilever.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 400 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>The Buy Side is Unofficial Partner's regular series talking with brand side marketers about sport and sponsorship.

  Today's guest is Willem Dinger, global head of sport and entertainment partnerships at Unilever.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 400 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>84bfc8f7-c355-433e-92e9-9ca865338003Wed, 20 Nov 2024 10:25:00 +000041:06truefullThe Whole Marketer Ep137 - Marketing Roles with guest Margaret Jobling: The evolving skills today’s marketers need to thrive in an AI worldEpisode #137. Today's episode is a holistic topic on how the breadth and depth of marketer’s roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives. 

  Abby’s guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining NatWest in 2020 and implementing agile ways of working, “Tomorrow Begins Today” brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas. 

  
  

  In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment. 

  
  

  Plus Margaret’s career highs and howlers, and advice for marketers of tomorrow. 

  
  

  
  

  00:00:00 Welcome and why we need evolving skills in marketing today 

  00:03:13 Defining of the role of Marketing 

  00:05:40 Key shifts in marketing 

  00:06:42 Impact of technology on customer interactions 

  00:10:05 What are the skills required for modern marketers 

  00:11:27 The future of marketing with AI and building trust 

  00:20:53 Skills Margaret looks for when hiring marketers 

  00:24:56 Building relationships with stakeholders 

  00:28:14 Experimentation, Curiosity and Continuous Learning 

  00:31:16 Margaret’s Career Highs and Howlers 

  00:36:31 Advice for marketers of tomorrow 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Margaret Jobling | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketer’s roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives. 

  Abby’s guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining NatWest in 2020 and implementing agile ways of working, “Tomorrow Begins Today” brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas. 

  
  

  In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment. 

  
  

  Plus Margaret’s career highs and howlers, and advice for marketers of tomorrow. 

  
  

  
  

  00:00:00 Welcome and why we need evolving skills in marketing today 

  00:03:13 Defining of the role of Marketing 

  00:05:40 Key shifts in marketing 

  00:06:42 Impact of technology on customer interactions 

  00:10:05 What are the skills required for modern marketers 

  00:11:27 The future of marketing with AI and building trust 

  00:20:53 Skills Margaret looks for when hiring marketers 

  00:24:56 Building relationships with stakeholders 

  00:28:14 Experimentation, Curiosity and Continuous Learning 

  00:31:16 Margaret’s Career Highs and Howlers 

  00:36:31 Advice for marketers of tomorrow 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Margaret Jobling | LinkedIn

  
  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>53139e2e-0874-4128-9c0d-b50dc4223131Tue, 19 Nov 2024 07:00:00 +000038:46truefullEpisode 7: The power of entrepreneurial thinking for brands: Typhoo TeaIn this episode, the seventh in our series on Entrepreneurial Thinking, host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea. In the last 6 months Typhoo Tea have embarked on an ambitious mission to become the ‘Tony’s of Tea’ (to do for tea what Tony’s Chocolonely have done for chocolate), fully transforming to become a mission centric challenger brand. 

  They speak about taking risks in completely transforming a household name brand, the challenges of communicating ‘purpose’ and talking about dark and difficult issues, progress over perfection and the importance of expecting the best.

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our guest - Holly Rix

  Holly has 18 years brand building experience – from blue chip to start up and scale up challenger brands in between, across FMCG including drinks, healthcare and wellness. She helped grow method (cleaning products) in the UK and has a particular passion for purpose brands. Now she’s turned her attention to Typhoo, turning it into the Tony’s of Tea.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>In this episode, the seventh in our series on Entrepreneurial Thinking, host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea. In the last 6 months Typhoo Tea have embarked on an ambitious mission to become the ‘Tony’s of Tea’ (to do for tea what Tony’s Chocolonely have done for chocolate), fully transforming to become a mission centric challenger brand. 

  They speak about taking risks in completely transforming a household name brand, the challenges of communicating ‘purpose’ and talking about dark and difficult issues, progress over perfection and the importance of expecting the best.

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our guest - Holly Rix

  Holly has 18 years brand building experience – from blue chip to start up and scale up challenger brands in between, across FMCG including drinks, healthcare and wellness. She helped grow method (cleaning products) in the UK and has a particular passion for purpose brands. Now she’s turned her attention to Typhoo, turning it into the Tony’s of Tea.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>3c018feb-7047-428a-966f-0abd32523abbThu, 14 Nov 2024 13:30:00 +000026:35truefull1771Food Security - Education and Awareness and Where Marketing Fits In, with Ali Cox, Founder and CEO, Noble West“When it comes to food systems, Marketers can be the most valuable in providing extraordinary consumer insights so that assumptions are not made in what people want.”

  To maintain food security, food systems need to change. They need to be more sustainable, less impactful on the planet, healthier and way less wasteful. But, there is still a huge amount of education and awareness that needs to happen if people are to truly understand why food systems are at risk and, how we choose what we eat really does matter.

  In this super informative episode, we were joined by Ali Cox, CEO and Founder of Noble West, an agriculture and food ingredient marketing agency taking on a big challenge. Ali believes that, “the biggest challenge is that consumers (in the USA) are confused. Research shows that people make their food choices based on price, taste and availability – climate is a very distant fourth.”

  Socioeconomic factors are definitely a challenge, however how we market food also needs to change. Ali shares with us her experiences both as a fifth generation farmer herself and the experiences of the farmers and organisations she works with. Truly passionate about ingredients and telling great stories, Ali wants the food industry to play the role it should be playing in educating and being part of the solution when it comes to tackling the enormous challenges around food security.  

  Ali shares so many examples of projects she has worked on and the brands she believes are getting their marketing right. We explore the need for shared value and the importance of meeting people where they are at.

  Tune in and listen as we talk to Ali about:

  • Imperfect food and the difference between food loss and food waste.
  • The significant business opportunity being missed when it comes to waste.
  • Why upcycling is the future.
  • Whether we really need so many options when it comes to food?
  • The need to tell the origin stories and why we should absolutely want to know where our food comes from.
  • How Marketers need to understand what people really want so that they can bring those insights back into their organisations.
  
  

  For more, follow and connect with Ali here: https://www.linkedin.com/in/alicox/

  And to find out more about Noble West and the work they do - here https://wearenoblewest.com/

  About Can Marketing Save the Planet…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>“When it comes to food systems, Marketers can be the most valuable in providing extraordinary consumer insights so that assumptions are not made in what people want.”

  To maintain food security, food systems need to change. They need to be more sustainable, less impactful on the planet, healthier and way less wasteful. But, there is still a huge amount of education and awareness that needs to happen if people are to truly understand why food systems are at risk and, how we choose what we eat really does matter.

  In this super informative episode, we were joined by Ali Cox, CEO and Founder of Noble West, an agriculture and food ingredient marketing agency taking on a big challenge. Ali believes that, “the biggest challenge is that consumers (in the USA) are confused. Research shows that people make their food choices based on price, taste and availability – climate is a very distant fourth.”

  Socioeconomic factors are definitely a challenge, however how we market food also needs to change. Ali shares with us her experiences both as a fifth generation farmer herself and the experiences of the farmers and organisations she works with. Truly passionate about ingredients and telling great stories, Ali wants the food industry to play the role it should be playing in educating and being part of the solution when it comes to tackling the enormous challenges around food security.  

  Ali shares so many examples of projects she has worked on and the brands she believes are getting their marketing right. We explore the need for shared value and the importance of meeting people where they are at.

  Tune in and listen as we talk to Ali about:

  • Imperfect food and the difference between food loss and food waste.
  • The significant business opportunity being missed when it comes to waste.
  • Why upcycling is the future.
  • Whether we really need so many options when it comes to food?
  • The need to tell the origin stories and why we should absolutely want to know where our food comes from.
  • How Marketers need to understand what people really want so that they can bring those insights back into their organisations.
  
  

  For more, follow and connect with Ali here: https://www.linkedin.com/in/alicox/

  And to find out more about Noble West and the work they do - here https://wearenoblewest.com/

  About Can Marketing Save the Planet…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>b4ab33b1-0a70-45fa-8b02-6180921dbd26Tue, 12 Nov 2024 11:00:00 +000042:21truefull192921Episode 6: The power of entrepreneurial thinking for brands: Bold BeanIn this episode, the sixth in our series on entrepreneurial thinking, host Ruth Fittock interviews Amelia Christie-Miller, the founder & CEO of Bold Bean co. - one of the most exciting food and drink brands in the UK at the moment. In this conversation they cover how their North Star of ‘bean obsessed’ has had a powerful impact at every level of the business, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain. 

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK and is an advisor for Bold Bean having supported them with their marketing for the last year. 

  Our guest - Amelia Christie-Miller, the founder of Bold Bean Co, a fast-growing jarred bean brand that’s transforming the perception of beans in the UK. 

  Launched in 2021, they now are sold in national supermarkets, have a Sunday Times Bestselling cookbook and over 100k followers on instagram.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>In this episode, the sixth in our series on entrepreneurial thinking, host Ruth Fittock interviews Amelia Christie-Miller, the founder & CEO of Bold Bean co. - one of the most exciting food and drink brands in the UK at the moment. In this conversation they cover how their North Star of ‘bean obsessed’ has had a powerful impact at every level of the business, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain. 

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK and is an advisor for Bold Bean having supported them with their marketing for the last year. 

  Our guest - Amelia Christie-Miller, the founder of Bold Bean Co, a fast-growing jarred bean brand that’s transforming the perception of beans in the UK. 

  Launched in 2021, they now are sold in national supermarkets, have a Sunday Times Bestselling cookbook and over 100k followers on instagram.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>c451b7f8-cf79-4ac7-b47b-c09bf4ef3ecbFri, 08 Nov 2024 09:44:00 +000023:08truefull1661The Whole Marketer Ep136 - Working parents with guest Rachel Morris: A coaching expert’s advice on balancing work and family lifeEpisode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide. 

  Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of ‘Working Mother’, a book inspired by Rachel’s decades of expertise and practice coaching new parents as they leave and return to work.  

  
  

  In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave. 

  
  

  Plus Rachel’s advice for working parents. 

   

  00:00:00 Welcome and challenges faced by Working Parents. 

  00:02:21 What is a Working Parent?  

  00:04:01 Rachel's motivation for writing ‘Working Mother’ book. 

  00:09:46 Common emotional patterns experienced by working parents. 

  00:10:41 Overwhelm during maternity leave preparation.

  00:12:40 Fear and anxiety in new parenthood.  

  00:16:58 Challenges of returning to work. 

  00:20:21 Why you should set boundaries.  

  00:25:54 Understanding what gives you energy. 

  00:32:53 Empowerment to gain clarity and direction. 

  00:37:17 Finding fulfilment to gain balance. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: - Rachel Morris MNCIP, PCC - | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  ]]>Episode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide. 

  Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of ‘Working Mother’, a book inspired by Rachel’s decades of expertise and practice coaching new parents as they leave and return to work.  

  
  

  In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave. 

  
  

  Plus Rachel’s advice for working parents. 

   

  00:00:00 Welcome and challenges faced by Working Parents. 

  00:02:21 What is a Working Parent?  

  00:04:01 Rachel's motivation for writing ‘Working Mother’ book. 

  00:09:46 Common emotional patterns experienced by working parents. 

  00:10:41 Overwhelm during maternity leave preparation.

  00:12:40 Fear and anxiety in new parenthood.  

  00:16:58 Challenges of returning to work. 

  00:20:21 Why you should set boundaries.  

  00:25:54 Understanding what gives you energy. 

  00:32:53 Empowerment to gain clarity and direction. 

  00:37:17 Finding fulfilment to gain balance. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: - Rachel Morris MNCIP, PCC - | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  ]]>b0d1aeac-a3a3-4959-b4ae-1c00d445ec9eTue, 05 Nov 2024 07:00:00 +000039:19truefullEpisode 91: Leadership can happen anywhere… with Professor Chris Marquis, Author of ‘Better Business: How the B-Corp Movement is Remaking Capitalism’It’s the final episode in our mini-series on sustainable leadership and in this episode we’re joined by Professor Chris Marquis. Chris talks to us about his experience studying, writing about and working with organisations on sustainability. Author of, “Better Business: How the B Corp Movement Is Remaking Capitalism,” we explore Chris’ first experience of B-Corp, a movement setting new standards for how business should operate. Chris believes we can learn a lot from B-Corps, “we should be studying B corporations, companies that are putting the social at their core.”

  We discussed the critical component of the internal pieces which need to happen to “align with the idea of mindset and leadership,” but aren’t necessarily “the remit of just the leaders around ability and driving the impact.” As has been a consistent theme throughout this mini-series, “leadership can happen anywhere.”

  So, if you are looking to find out more about the B-Corp movement, are curious about what steps you should consider or, want to explore internal engagement and sustainable leadership a bit more, then tune in and have a listen!

  Join us on this episode as we talk to Chris about:

  • The B-Corp process
  • The B-Impact Assessment (link below)
  • The challenges of being a leader today
  • Key skills of a sustainable leader
  • The importance of internal communication and engagement
  • The need to be accountable to a broader set of stakeholders
  
  

  For more, follow and connect with Chris on LinkedIn - https://www.linkedin.com/in/christopher-marquis/

  B Impact Assessment - can be accessed here: https://www.bcorporation.net/en-us/programs-and-tools/b-impact-assessment/

  Thanks to Chris for a great episode to conclude our Sustainable Leadership mini-series. Stay tuned for more episodes and mini-series, we’ve got a packed schedule. And if you love the podcast, do share with colleagues, peers and friends.

  ]]>It’s the final episode in our mini-series on sustainable leadership and in this episode we’re joined by Professor Chris Marquis. Chris talks to us about his experience studying, writing about and working with organisations on sustainability. Author of, “Better Business: How the B Corp Movement Is Remaking Capitalism,” we explore Chris’ first experience of B-Corp, a movement setting new standards for how business should operate. Chris believes we can learn a lot from B-Corps, “we should be studying B corporations, companies that are putting the social at their core.”

  We discussed the critical component of the internal pieces which need to happen to “align with the idea of mindset and leadership,” but aren’t necessarily “the remit of just the leaders around ability and driving the impact.” As has been a consistent theme throughout this mini-series, “leadership can happen anywhere.”

  So, if you are looking to find out more about the B-Corp movement, are curious about what steps you should consider or, want to explore internal engagement and sustainable leadership a bit more, then tune in and have a listen!

  Join us on this episode as we talk to Chris about:

  • The B-Corp process
  • The B-Impact Assessment (link below)
  • The challenges of being a leader today
  • Key skills of a sustainable leader
  • The importance of internal communication and engagement
  • The need to be accountable to a broader set of stakeholders
  
  

  For more, follow and connect with Chris on LinkedIn - https://www.linkedin.com/in/christopher-marquis/

  B Impact Assessment - can be accessed here: https://www.bcorporation.net/en-us/programs-and-tools/b-impact-assessment/

  Thanks to Chris for a great episode to conclude our Sustainable Leadership mini-series. Stay tuned for more episodes and mini-series, we’ve got a packed schedule. And if you love the podcast, do share with colleagues, peers and friends.

  ]]>494b45b5-fd45-4750-9f32-c9e6dd1d2ebbMon, 28 Oct 2024 15:51:00 +000042:49truefull9191The Whole Marketer Ep135 - Effective copywriting with guest Dave Harland: How to write better, brilliant copyEpisode #135. Today’s topic is a technical skill on copywriting and its critical role in driving action and building brand trust. 

  Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet. 

  In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.  

  Plus Dave’s career highs and lows and advice for marketers. 

  00:00 Welcome and why the art of copywriting is so important for marketers. 

  05:44 How being entertaining converts consumers into loyal fans. 

  07:52 Ryanair excels at self-deprecating, entertaining branding. 

  13:16 Brands misuse clichés and jargon which impacts consumer engagement.

  18:56 Empathy is crucial for effective copywriting skills. 

  22:20 Knowing what is interesting to your audience. 

  26:50 How to improve your writing skills. 

  31:37 How Dave turned a career low into university writing opportunity. 

  36:46 Dave’s career high and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dave Harland | LinkedIn

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #135. Today’s topic is a technical skill on copywriting and its critical role in driving action and building brand trust. 

  Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet. 

  In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.  

  Plus Dave’s career highs and lows and advice for marketers. 

  00:00 Welcome and why the art of copywriting is so important for marketers. 

  05:44 How being entertaining converts consumers into loyal fans. 

  07:52 Ryanair excels at self-deprecating, entertaining branding. 

  13:16 Brands misuse clichés and jargon which impacts consumer engagement.

  18:56 Empathy is crucial for effective copywriting skills. 

  22:20 Knowing what is interesting to your audience. 

  26:50 How to improve your writing skills. 

  31:37 How Dave turned a career low into university writing opportunity. 

  36:46 Dave’s career high and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dave Harland | LinkedIn

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>1dd99be7-436d-4832-a6fb-9b05d9cecabcTue, 22 Oct 2024 07:00:00 +000044:14truefullThe Whole Marketer Ep134 - Agency partnerships with guest Richard RobinsonEpisode #134. Today’s topic is Agency Partnerships – what makes a great client-agency relationship and perspective from both sides of the fence. 

  Joining Abby to discuss is Richard Robinson, awarded "One of the ten most influential Leaders in Digital & Tech" (BIMA) and Campaign A-List 2024.  Richard is highly experienced in the client (McDonalds, Coca-Cola) and agency (Publicis Worldwide) world and as an intermediary and consultant for both at Xeim Engage and Oystercatchers. In his latest role as Executive Director of Ingenuity+ and Exco member of The Ingenuity Group, UK's largest connector of brands with agencies, Richard specialises in connecting the Marketing World. 

  In this episode, Richard shares the two fundamentals of a great agency partner, the role of account handling, all agency ‘rules of engagement’, quality of briefing, plus insight from Ingenuity+ ‘Redefining the pitch’ report and why Richard is excited about the future of his new role. 

  Read a copy of Ingenuity+ report mentioned in this episode: Ingenuity + Redefining The Pitch (ingenuitylondon.com)

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Richard Robinson🔥 | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  
  

   

  ]]>Episode #134. Today’s topic is Agency Partnerships – what makes a great client-agency relationship and perspective from both sides of the fence. 

  Joining Abby to discuss is Richard Robinson, awarded "One of the ten most influential Leaders in Digital & Tech" (BIMA) and Campaign A-List 2024.  Richard is highly experienced in the client (McDonalds, Coca-Cola) and agency (Publicis Worldwide) world and as an intermediary and consultant for both at Xeim Engage and Oystercatchers. In his latest role as Executive Director of Ingenuity+ and Exco member of The Ingenuity Group, UK's largest connector of brands with agencies, Richard specialises in connecting the Marketing World. 

  In this episode, Richard shares the two fundamentals of a great agency partner, the role of account handling, all agency ‘rules of engagement’, quality of briefing, plus insight from Ingenuity+ ‘Redefining the pitch’ report and why Richard is excited about the future of his new role. 

  Read a copy of Ingenuity+ report mentioned in this episode: Ingenuity + Redefining The Pitch (ingenuitylondon.com)

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Richard Robinson🔥 | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  
  

   

  ]]>5a2b6e1a-0b2f-4af0-aee4-300ab8c6a248Tue, 15 Oct 2024 07:00:00 +000048:44truefullEpisode 90: Leadership - The Power of Mobilising your Employees and Key Stakeholders to drive Impact and Progress, with Kevin Dunckley, CSO, HH GlobalAs we continue to discuss and explore the role of leadership in our ‘Sustainable Leadership’ mini-series, what better than to gain the viewpoint from someone with sustainability at the core of everything they do. This led us to Kevin Dunckley, Chief Sustainability Officer at HH Global.

  Kevin’s passion for what he does is crystal clear and we loved our conversation with him talking about the practicalities of being a hands-on CSO - what’s involved, where the challenges lie and more importantly, unearthing the opportunities.

  Kevin shares, “the sustainability strategy for our organisation is my responsibility - along with my team, what that looks like and also how it comes to life with our clients.” We further explore the stakeholder chain and how important it is that everyone is aware and knows the role they play in driving the agenda, from supply chain partners to clients, customers and colleagues.

  There’s a critical role internal engagement plays, an area Kevin has been placing a lot of focus on, driving collaboration and enabling invaluable different perspectives. Kevin explained, “everything’s interconnected in terms of sustainability. Something goes wrong over there and the ripple effect can be huge. Likewise, if something goes right the ripple effect can be really positive. You have to kind of de-compartmentalise it and put it in buckets in your head, so it doesn’t feel as daunting. But, you don’t have to do it alone.”

  Driving internal engagement and ensuring everyone understands the objectives and direction of the sustainability agenda should be a priority for every organisation. From driving progress through to shaping a culture that’s inclusive and makes people want to work for you has got to be at the top of the list.

  And as we discuss, this is an area we see missing so often - organisations focus on outward facing agendas, yet missing the critical internal piece.

  We take a deep dive into this and so much more, so headphones on.

  Join us on this episode as we talk to Kevin about:

  • What you can achieve if you mobilise all your employees and stakeholders.
  • How enormous capacity and capability is unlocked when everyone is armed effectively and engaged through shared knowledge and bringing people together.
  • The role of marketing as creative problem solvers.
  • The need for a common language between sustainability and marketing to minimse the risk of greenwashing and maximise understanding.
  • How every function has sustainability in their role.
  • What you need to be a sustainable leader.
  
  

  Tune in and have a notepad and pen ready!

  For more, follow and connect with Kevin on LinkedIn - https://www.linkedin.com/in/kevindunckley/

  Another great episode in our Sustainable Leadership mini-series. One more to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ]]>As we continue to discuss and explore the role of leadership in our ‘Sustainable Leadership’ mini-series, what better than to gain the viewpoint from someone with sustainability at the core of everything they do. This led us to Kevin Dunckley, Chief Sustainability Officer at HH Global.

  Kevin’s passion for what he does is crystal clear and we loved our conversation with him talking about the practicalities of being a hands-on CSO - what’s involved, where the challenges lie and more importantly, unearthing the opportunities.

  Kevin shares, “the sustainability strategy for our organisation is my responsibility - along with my team, what that looks like and also how it comes to life with our clients.” We further explore the stakeholder chain and how important it is that everyone is aware and knows the role they play in driving the agenda, from supply chain partners to clients, customers and colleagues.

  There’s a critical role internal engagement plays, an area Kevin has been placing a lot of focus on, driving collaboration and enabling invaluable different perspectives. Kevin explained, “everything’s interconnected in terms of sustainability. Something goes wrong over there and the ripple effect can be huge. Likewise, if something goes right the ripple effect can be really positive. You have to kind of de-compartmentalise it and put it in buckets in your head, so it doesn’t feel as daunting. But, you don’t have to do it alone.”

  Driving internal engagement and ensuring everyone understands the objectives and direction of the sustainability agenda should be a priority for every organisation. From driving progress through to shaping a culture that’s inclusive and makes people want to work for you has got to be at the top of the list.

  And as we discuss, this is an area we see missing so often - organisations focus on outward facing agendas, yet missing the critical internal piece.

  We take a deep dive into this and so much more, so headphones on.

  Join us on this episode as we talk to Kevin about:

  • What you can achieve if you mobilise all your employees and stakeholders.
  • How enormous capacity and capability is unlocked when everyone is armed effectively and engaged through shared knowledge and bringing people together.
  • The role of marketing as creative problem solvers.
  • The need for a common language between sustainability and marketing to minimse the risk of greenwashing and maximise understanding.
  • How every function has sustainability in their role.
  • What you need to be a sustainable leader.
  
  

  Tune in and have a notepad and pen ready!

  For more, follow and connect with Kevin on LinkedIn - https://www.linkedin.com/in/kevindunckley/

  Another great episode in our Sustainable Leadership mini-series. One more to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ]]>8a94af19-899d-4596-9893-0aea92e66775Mon, 14 Oct 2024 15:49:00 +000036:09truefull9090The Whole Marketer Ep133 - Strategy with guest Alice BenhamEpisode #133. Strategy is the technical skill explored in this episode, with a lens on simplifying the process to ensure marketers have not only the vision and clarity for where you want to take your brand or business, but also ensuring you have the actionable plan to get you there. 

  Discussing simplified strategy is Abby’s guest, Alice Benham - entrepreneur, business & marketing strategist and fellow podcaster as host of ‘Starting the conversation’ podcast. Alice works with small businesses to grow their brands online and recently published her book ‘The Digital Marketing playbook’. 

  
  

  In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer’s journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online. 

  
  

  Plus Alice shares her career highs and lows and advice for marketers. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Alice Benham | LinkedIn

   

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  
  

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  
  

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

   

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #133. Strategy is the technical skill explored in this episode, with a lens on simplifying the process to ensure marketers have not only the vision and clarity for where you want to take your brand or business, but also ensuring you have the actionable plan to get you there. 

  Discussing simplified strategy is Abby’s guest, Alice Benham - entrepreneur, business & marketing strategist and fellow podcaster as host of ‘Starting the conversation’ podcast. Alice works with small businesses to grow their brands online and recently published her book ‘The Digital Marketing playbook’. 

  
  

  In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer’s journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online. 

  
  

  Plus Alice shares her career highs and lows and advice for marketers. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Alice Benham | LinkedIn

   

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  
  

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  
  

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

   

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>09aca274-864e-4675-8afb-2a4f871f0306Tue, 08 Oct 2024 07:00:00 +000038:44truefullThink Equal - Leanne Foy meets Khalid IsmailTHINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Khaled Ismail, Strategic Advisor, Investor, CEO TOUGHLOVE Advisors and Chairman of The Marketing Society.

  In today’s fast-paced world, the mindset you choose can make all the difference in how you navigate challenges and opportunities. The Victor vs. Victim mindset is a powerful concept that distinguishes between two approaches to life. The victor mindset sees challenges as opportunities for growth. The victim mindset views the world as being against them. In the workplace, this mindset shift is all about self-awareness, and the victor mindset plays a crucial role in helping you achieve your goals.

  In this thought-provoking episode, Khaled explains how adopting the victor mindset can help you build rapport, achieve success and consciously shift from a victim mentality to a victor mentality. By making this shift, you can transform obstacles into stepping stones toward personal and professional growth.

  Highlights include:

  • Why the victor mindset is essential for success and goal achievement.
  • How to build stronger connections at work by using a victor approach.
  • Practical tips for consciously shifting from a victim to victor mindset.
  
  

  This episode is a must-listen for anyone looking to embrace a more empowered approach to challenges!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  ]]>THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Khaled Ismail, Strategic Advisor, Investor, CEO TOUGHLOVE Advisors and Chairman of The Marketing Society.

  In today’s fast-paced world, the mindset you choose can make all the difference in how you navigate challenges and opportunities. The Victor vs. Victim mindset is a powerful concept that distinguishes between two approaches to life. The victor mindset sees challenges as opportunities for growth. The victim mindset views the world as being against them. In the workplace, this mindset shift is all about self-awareness, and the victor mindset plays a crucial role in helping you achieve your goals.

  In this thought-provoking episode, Khaled explains how adopting the victor mindset can help you build rapport, achieve success and consciously shift from a victim mentality to a victor mentality. By making this shift, you can transform obstacles into stepping stones toward personal and professional growth.

  Highlights include:

  • Why the victor mindset is essential for success and goal achievement.
  • How to build stronger connections at work by using a victor approach.
  • Practical tips for consciously shifting from a victim to victor mindset.
  
  

  This episode is a must-listen for anyone looking to embrace a more empowered approach to challenges!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  ]]>736b8d3a-01a5-4f13-917e-0b57d2902ebdWed, 02 Oct 2024 08:59:00 +000040:54truefull112121The Whole Marketer Ep132 - Wellness with guest Rebecca HirstEpisode #132. The focus of this episode is wellness for marketers, and the importance of prioritising your wellbeing not only for your health but to also ensure you have the energy to thrive in our fast-paced and challenging – yet rewarding - profession. 

  Abby’s guest to discuss wellness is EY’s Chief Marketing Officer, Rebecca Hirst. Rebecca is an award-winning marketer who has worked on some of the biggest global brands including Samsung, Coca-Cola and Kimberly-Clark. This topic of ‘wellness’ is a particular passion point for Rebecca as, alongside her marketing career, she has a post grad in Nutrition and historically even set up a health coaching business to help other marketers and highflyers to incorporate wellness into their day-to-day. 

  
  

  In this episode, Rebecca shares her definition of wellness, rest and restore for marketers, her own journey to setting up ‘Glorious Wellness’ and practical tips for real world wellness and how you can role model this for others. 

  
  

  Plus her career highs and lows and advice for marketers.

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Rebecca Hirst | LinkedIn

  
  

  
  

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  
  

  For a free mini audit, get in touch with the team athttps://houseofperformance.co.uk/wholemarketer 

  
  

  
  

   News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

   

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #132. The focus of this episode is wellness for marketers, and the importance of prioritising your wellbeing not only for your health but to also ensure you have the energy to thrive in our fast-paced and challenging – yet rewarding - profession. 

  Abby’s guest to discuss wellness is EY’s Chief Marketing Officer, Rebecca Hirst. Rebecca is an award-winning marketer who has worked on some of the biggest global brands including Samsung, Coca-Cola and Kimberly-Clark. This topic of ‘wellness’ is a particular passion point for Rebecca as, alongside her marketing career, she has a post grad in Nutrition and historically even set up a health coaching business to help other marketers and highflyers to incorporate wellness into their day-to-day. 

  
  

  In this episode, Rebecca shares her definition of wellness, rest and restore for marketers, her own journey to setting up ‘Glorious Wellness’ and practical tips for real world wellness and how you can role model this for others. 

  
  

  Plus her career highs and lows and advice for marketers.

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Rebecca Hirst | LinkedIn

  
  

  
  

  This episode is sponsored by House of Performance 

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  
  

  For a free mini audit, get in touch with the team athttps://houseofperformance.co.uk/wholemarketer 

  
  

  
  

   News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

   

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>b2070aa5-cd44-4353-bf87-d4364916ed34Tue, 01 Oct 2024 07:00:00 +000032:07truefullIn My Humble Opinion....nobody ever got fired for buying the safest brands.Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. 

  You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

  You’re joining us for episode 1  ‘In My Humble Opinion...nobody ever got fired for buying the safest brands.’

  In this episode, we're joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, and special guests Mimi Turner and Jann Schwarz from Marketplace Innovation at LinkedIn Marketing Services. They dive deep into the often-overlooked importance of brand in B2B marketing and purchasing decisions.

  Our guests also touch on the challenges of measuring brand impact in B2B marketing and the need for a more holistic approach to B2B marketing strategies. Whether you're a B2B marketer, sales professional, or business leader, this episode offers valuable insights into the power of brand in driving B2B growth and success.

  About our guests:

  Billy Hamilton-Stent, Chief Strategy Officer, Publicis Pro

  One of the founders of Publicis Pro, Billy has 25 years experience in the fields of research, brand and marketing communications. As Chief Strategy Officer he is responsible for brand and messaging development, client planning, developing audience insights and generating creative marketing campaigns. Billy also heads up Publicis Pro B2B Lab, our B2B AI platform.

  Connect on LinkedIn here.

  Mimi Turner, Head of Marketplace Innovation, LinkedIn Marketing Solutions and Senior Fellow, The B2B Institute at LinkedIn.

  Connect on LinkedIn here

  Jann Schwarz, Senior Director, Marketplace Innovation, LinkedIn Marketing Services and Senior Fellow, The B2B Institute at LinkedIn.

  Connect on LinkedIn here

  Links mentioned in the episode: 

  Mimi shares this LinkedIn Blog Post

  Brand Value Blog Post

  More content from The Marketing Society and Publicis Groupe UK agencies can be found here.

  Don't forget to subscribe, rate, and review our podcast!

  Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website. 

  ]]>Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. 

  You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.

  You’re joining us for episode 1  ‘In My Humble Opinion...nobody ever got fired for buying the safest brands.’

  In this episode, we're joined by Billy Hamilton-Stent, Chief Strategy Officer at Publicis Pro, and special guests Mimi Turner and Jann Schwarz from Marketplace Innovation at LinkedIn Marketing Services. They dive deep into the often-overlooked importance of brand in B2B marketing and purchasing decisions.

  Our guests also touch on the challenges of measuring brand impact in B2B marketing and the need for a more holistic approach to B2B marketing strategies. Whether you're a B2B marketer, sales professional, or business leader, this episode offers valuable insights into the power of brand in driving B2B growth and success.

  About our guests:

  Billy Hamilton-Stent, Chief Strategy Officer, Publicis Pro

  One of the founders of Publicis Pro, Billy has 25 years experience in the fields of research, brand and marketing communications. As Chief Strategy Officer he is responsible for brand and messaging development, client planning, developing audience insights and generating creative marketing campaigns. Billy also heads up Publicis Pro B2B Lab, our B2B AI platform.

  Connect on LinkedIn here.

  Mimi Turner, Head of Marketplace Innovation, LinkedIn Marketing Solutions and Senior Fellow, The B2B Institute at LinkedIn.

  Connect on LinkedIn here

  Jann Schwarz, Senior Director, Marketplace Innovation, LinkedIn Marketing Services and Senior Fellow, The B2B Institute at LinkedIn.

  Connect on LinkedIn here

  Links mentioned in the episode: 

  Mimi shares this LinkedIn Blog Post

  Brand Value Blog Post

  More content from The Marketing Society and Publicis Groupe UK agencies can be found here.

  Don't forget to subscribe, rate, and review our podcast!

  Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website. 

  ]]>f58fde32-696e-41e7-8d5d-5e86050a90f7Mon, 30 Sep 2024 10:00:00 +000040:37truefull1111A new mindset for doing business - which Activist Leader are you?’ with Jon Miller, Author and Partner, Brunswick Group.Continuing with our Sustainable Leadership mini-series, in this second episode we’re joined by the brilliant Jon Miller, author and Partner at Brunswick Group, leading their Sustainable Business Practice. We wanted to catch up with Jon to talk about a subject which led him to co-author the book, The Activist Leader.

  Join us as we dive into the activist mindset and how anyone can become an activist leader, something business and the world needs right now.

  Jon shares five key archetype activist leaders, what they are and how they show up – something all our listeners can explore and find out which Activist Leader archetype you are.

  Jon states that “there is more than one leader in an organisation and having the spirit of activism is what creates you as a leader, and that is the animating force of leadership – the definition of leadership.” Leadership isn’t just for the c-suite, when it comes to people and planet, we can all (and should) be leaders.

  The need for more than one activist leader and connecting them is fundamental to progress and change, Jon talks about “pockets of activism” which can be found all around organisations, and how input from these activist leaders is critical to commercial imperatives and enabling the long-term sustainability of a business. Every organisation needs to be asking, “what are the consequences of not doing this?”

  We could have talked to Jon for hours, he shares so much of his experience as well as giving great examples of brands, leaders and action.

  Tune in and have a notepad and pen ready!

  Join us on this episode as we talk to Jon about:

  • How organisations are inextricably part of the big issues, and how they can be part of the solutions too.
  • The five key archetype activist leaders – which one are you?
  • How to find your activist leaders.
  • The role of marketing and the need for strategic rigour and creative courage.
  • ·How Marketers are bad at marketing themselves.
  • Learning how to think ‘systems’ in order to drive progress.
  • How Marketers can change the conversation.
  
  

  For more, follow and connect with Jon on LinkedIn - https://www.linkedin.com/in/jonmillerxx/

  Visit The Activist Leader website for more info on finding out about his book and the 5 archetypes.

  Open for Business - The initiative supporing LGBTQ rights

  Another great episode in our Sustainable Leadership mini-series. More to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in...]]>Continuing with our Sustainable Leadership mini-series, in this second episode we’re joined by the brilliant Jon Miller, author and Partner at Brunswick Group, leading their Sustainable Business Practice. We wanted to catch up with Jon to talk about a subject which led him to co-author the book, The Activist Leader.

  Join us as we dive into the activist mindset and how anyone can become an activist leader, something business and the world needs right now.

  Jon shares five key archetype activist leaders, what they are and how they show up – something all our listeners can explore and find out which Activist Leader archetype you are.

  Jon states that “there is more than one leader in an organisation and having the spirit of activism is what creates you as a leader, and that is the animating force of leadership – the definition of leadership.” Leadership isn’t just for the c-suite, when it comes to people and planet, we can all (and should) be leaders.

  The need for more than one activist leader and connecting them is fundamental to progress and change, Jon talks about “pockets of activism” which can be found all around organisations, and how input from these activist leaders is critical to commercial imperatives and enabling the long-term sustainability of a business. Every organisation needs to be asking, “what are the consequences of not doing this?”

  We could have talked to Jon for hours, he shares so much of his experience as well as giving great examples of brands, leaders and action.

  Tune in and have a notepad and pen ready!

  Join us on this episode as we talk to Jon about:

  • How organisations are inextricably part of the big issues, and how they can be part of the solutions too.
  • The five key archetype activist leaders – which one are you?
  • How to find your activist leaders.
  • The role of marketing and the need for strategic rigour and creative courage.
  • ·How Marketers are bad at marketing themselves.
  • Learning how to think ‘systems’ in order to drive progress.
  • How Marketers can change the conversation.
  
  

  For more, follow and connect with Jon on LinkedIn - https://www.linkedin.com/in/jonmillerxx/

  Visit The Activist Leader website for more info on finding out about his book and the 5 archetypes.

  Open for Business - The initiative supporing LGBTQ rights

  Another great episode in our Sustainable Leadership mini-series. More to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>5b70d9ca-41ff-4e24-9dd9-810cecacbce2Thu, 26 Sep 2024 07:30:00 +000044:14truefull189891The Whole Marketer Ep131 - Ideal Role with guest Lauren SpearmanEpisode #131. Today’s episode is a personal understanding topic on finding your ideal role; looking beyond the job title for a role that plays to your strengths and values and is fulfilling for you. 

  Joining Abby to discuss ideal roles and shining a light on hiring practices in the marketing is profession is Lauren Spearman. Lauren is a seasoned marketing professional with over 17 years of experience with brands such as Sky, Benefit Cosmetics and MADE.com. Now thriving as a freelance Brand Consultant, Lauren uses her growing platform on TikTok to champion pay transparency and improved recruitment practices in the marketing industry through her candid insights and advocacy efforts. 

  In this episode, Lauren shares her definition of an ideal role, green and red flags hiring practices, salary transparency, interview tasks, advice for hiring managers, giving and receiving feedback when job searching. Plus career highs and lows. 

  Download your free workbook on how to find your ideal role here Resources and free support - The Whole Marketer 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Lauren Spearman | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  
  

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  ]]>Episode #131. Today’s episode is a personal understanding topic on finding your ideal role; looking beyond the job title for a role that plays to your strengths and values and is fulfilling for you. 

  Joining Abby to discuss ideal roles and shining a light on hiring practices in the marketing is profession is Lauren Spearman. Lauren is a seasoned marketing professional with over 17 years of experience with brands such as Sky, Benefit Cosmetics and MADE.com. Now thriving as a freelance Brand Consultant, Lauren uses her growing platform on TikTok to champion pay transparency and improved recruitment practices in the marketing industry through her candid insights and advocacy efforts. 

  In this episode, Lauren shares her definition of an ideal role, green and red flags hiring practices, salary transparency, interview tasks, advice for hiring managers, giving and receiving feedback when job searching. Plus career highs and lows. 

  Download your free workbook on how to find your ideal role here Resources and free support - The Whole Marketer 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Lauren Spearman | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  
  

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  News and events: 

  The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London  

  Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.  

  Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.  

  The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London! 

  ]]>72d5b6d2-4d00-452b-b970-030f6c22673aTue, 24 Sep 2024 07:00:00 +000034:00truefullEpisode 5: The power of entrepreneurial thinking for brands: Mid-Day SquaresThis episode, the fifth in our series on entrepreneurial thinking, and how it can benefit a brand of any size, is about ‘no preconceptions’ or in the words of our guest, Nick Saltarelli- founder of hit Canadian chocolate brand Mid-Day Squares, ‘No one in history has ever done anything great by following how it’s always been done’ 

  It’s a fascinating conversation, as Nick talks about entrepreneurship, disrupting a category, lifting the curtain and sharing EVERYTHING and how they ‘act like a band instead of a brand’ to build true brand fans.

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our guest - Nick Saltarelli- founder of hit Canadian chocolate brand Mid-Day Squares,

  Nick is an entrepreneur driven by the belief that every company should try to take an unaverage path, a vision that led him to co-found Mid-Day Squares with his wife, Lezlie and brother in-law Jake. Together, they’re redefining the chocolate industry by blending manufacturing innovation with bold, authentic branding. Nick’s mission is simple: marry art and data to build an iconic, rule-breaking brand. Period.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>This episode, the fifth in our series on entrepreneurial thinking, and how it can benefit a brand of any size, is about ‘no preconceptions’ or in the words of our guest, Nick Saltarelli- founder of hit Canadian chocolate brand Mid-Day Squares, ‘No one in history has ever done anything great by following how it’s always been done’ 

  It’s a fascinating conversation, as Nick talks about entrepreneurship, disrupting a category, lifting the curtain and sharing EVERYTHING and how they ‘act like a band instead of a brand’ to build true brand fans.

  Our host - The Marketing Society Member Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our guest - Nick Saltarelli- founder of hit Canadian chocolate brand Mid-Day Squares,

  Nick is an entrepreneur driven by the belief that every company should try to take an unaverage path, a vision that led him to co-found Mid-Day Squares with his wife, Lezlie and brother in-law Jake. Together, they’re redefining the chocolate industry by blending manufacturing innovation with bold, authentic branding. Nick’s mission is simple: marry art and data to build an iconic, rule-breaking brand. Period.

  You can read the key takeaways on this think piece too

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>98c81087-0e75-4de5-aa43-a11803989dd3Fri, 20 Sep 2024 12:34:00 +000035:18truefull1551The Whole Marketer Ep130 - Being Human with guest Dom DwightEpisode #130. Season 8 begins with a soft skill on being human and the importance of ‘humanness’ particularly for marketing leaders - being authentic, honest and open in order to build relationships with your team and connect more deeply with your customers and consumers. 

  Joining Abby is Dom Dwight, former Marketing Director and now Director of strategy, insight, product innovation and diversification for Taylors of Harrogate – best known for Yorkshire Tea, the UK’s number one tea brand. 

  
  

  In this episode, Dom shares his marketer’s definition of being human, humanness for brands and marketers, the role of AI to free up space for marketers to be more human, vulnerability and imperfections, leadership learnings and psychological safety for marketing teams and agencies. Plus Dom’s career highs and lows. 

  
  

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dom Dwight | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  
  

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #130. Season 8 begins with a soft skill on being human and the importance of ‘humanness’ particularly for marketing leaders - being authentic, honest and open in order to build relationships with your team and connect more deeply with your customers and consumers. 

  Joining Abby is Dom Dwight, former Marketing Director and now Director of strategy, insight, product innovation and diversification for Taylors of Harrogate – best known for Yorkshire Tea, the UK’s number one tea brand. 

  
  

  In this episode, Dom shares his marketer’s definition of being human, humanness for brands and marketers, the role of AI to free up space for marketers to be more human, vulnerability and imperfections, leadership learnings and psychological safety for marketing teams and agencies. Plus Dom’s career highs and lows. 

  
  

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dom Dwight | LinkedIn

  
  

  This episode is sponsored by House of Performance 

  
  

  Need to up your game in PPC, Paid Social or Display? 

  House of Performance are a team of passionate marketeers growing ambitious brands through paid media. 

  For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>758e7849-7b6c-4232-b64f-90edaa31e4caTue, 17 Sep 2024 07:00:00 +000041:21truefullSustainable leadership is a mindset and leaders can be found all across the organisation’ with Karen Hamilton, Former Global VP Sustainability, UnileverIt’s another mini-series and this one is all about leadership, something which is incredibly important as we come together and take on the biggest challenge humanity has ever faced (and nope, we’re not being overly dramatic).

  Sustainable leadership is about making a positive impact, contributing to society and the environment and, driving long-term performance for business. Sustainable leadership is a big role and a role which is open to everyone, something you’ll discover as we go through this 4-part series.

  To kick things off, we’re joined by Karen Hamilton, former Global VP for Sustainability at Unilever. Karen spent over 30 years at Unilever and worked alongside Paul Polman who believed, “sustainability can be part of the way that we fix the business”. Karen played a key part in driving the organisation to ‘make sustainable living commonplace’, deliver the the Unilever “Sustainable Living Plan” – a 10 year plan with 50 time-bound targets. Karen shares how this was the start of the journey to change the organisation.

  Throughout this episode, Karen generously shares her wealth of knowledge and experience, talks about the different approaches she took, how sustainability was cascaded through such an enormous network of people and gives some great practical examples.

  Join us on this episode as we talk to Karen about:

  • Karen’s role and journey at Unilever
  • How to mobilise and engage a global network of employees and suppliers
  • Why transparency is so important when it comes to communicating your sustainability agenda
  • The role of ambition when it comes to sustainability
  • Why we all need a leadership mindset
  • The role of marketing in driving sustainability
  
  

  For more, follow and connect with Karen on LinkedIn - https://www.linkedin.com/in/karen-hamilton-a1393a27/

  A great first episode in our Sustainable Leadership mini-series. More to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>It’s another mini-series and this one is all about leadership, something which is incredibly important as we come together and take on the biggest challenge humanity has ever faced (and nope, we’re not being overly dramatic).

  Sustainable leadership is about making a positive impact, contributing to society and the environment and, driving long-term performance for business. Sustainable leadership is a big role and a role which is open to everyone, something you’ll discover as we go through this 4-part series.

  To kick things off, we’re joined by Karen Hamilton, former Global VP for Sustainability at Unilever. Karen spent over 30 years at Unilever and worked alongside Paul Polman who believed, “sustainability can be part of the way that we fix the business”. Karen played a key part in driving the organisation to ‘make sustainable living commonplace’, deliver the the Unilever “Sustainable Living Plan” – a 10 year plan with 50 time-bound targets. Karen shares how this was the start of the journey to change the organisation.

  Throughout this episode, Karen generously shares her wealth of knowledge and experience, talks about the different approaches she took, how sustainability was cascaded through such an enormous network of people and gives some great practical examples.

  Join us on this episode as we talk to Karen about:

  • Karen’s role and journey at Unilever
  • How to mobilise and engage a global network of employees and suppliers
  • Why transparency is so important when it comes to communicating your sustainability agenda
  • The role of ambition when it comes to sustainability
  • Why we all need a leadership mindset
  • The role of marketing in driving sustainability
  
  

  For more, follow and connect with Karen on LinkedIn - https://www.linkedin.com/in/karen-hamilton-a1393a27/

  A great first episode in our Sustainable Leadership mini-series. More to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.

  ________________________________________________________________________________

  About us…

  We help Marketers save the planet. 🌍

  Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>fbaaefab-71b2-4762-90b5-224d53857275Thu, 12 Sep 2024 07:30:00 +000043:17truefull188881Think Equal - Leanne Foy meets Reema Al ShammasiTHINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Reema Al Shammasi, Marketing Director at Mastercard.

  Learning to say no is as important as knowing when to say yes. While saying yes can open doors, overcommitting can lead to burnout and diminish the impact of your agreements. Many women struggle to say no due to fear of judgment or appearing uncommitted, but understanding the art of saying no is essential for maintaining balance and focus.

  In this thought-provoking episode, Reema shares why it is crucial to identify your priorities and confidently decline tasks or opportunities that don't align with them. Saying no not only protects your well-being but also enhances the value of your contributions when you do say yes.

  Highlights include:

  • Why saying yes too often can lead to burnout and reduce the effectiveness of your commitments.
  • How to identify what’s truly important to you and confidently say no to anything that doesn't align with your goals.
  • The importance of building confidence: The ability to say no with confidence can prevent overcommitting and foster a healthier, more focused work-life balance.
  
  

  This episode is a must listen for anyone who has ever struggled with saying no!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact.

  
  

  Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  
  

  ]]>THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Reema Al Shammasi, Marketing Director at Mastercard.

  Learning to say no is as important as knowing when to say yes. While saying yes can open doors, overcommitting can lead to burnout and diminish the impact of your agreements. Many women struggle to say no due to fear of judgment or appearing uncommitted, but understanding the art of saying no is essential for maintaining balance and focus.

  In this thought-provoking episode, Reema shares why it is crucial to identify your priorities and confidently decline tasks or opportunities that don't align with them. Saying no not only protects your well-being but also enhances the value of your contributions when you do say yes.

  Highlights include:

  • Why saying yes too often can lead to burnout and reduce the effectiveness of your commitments.
  • How to identify what’s truly important to you and confidently say no to anything that doesn't align with your goals.
  • The importance of building confidence: The ability to say no with confidence can prevent overcommitting and foster a healthier, more focused work-life balance.
  
  

  This episode is a must listen for anyone who has ever struggled with saying no!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact.

  
  

  Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

  
  

  ]]>9911e43c-124b-4ae0-9107-bff70d866b43Tue, 03 Sep 2024 09:48:00 +000019:25truefull111111Can ‘Advertising’ Do Good? Exploring a data-driven way to do good and align ESG - The GoodnetIn the final episode of our ‘greening your marketing activity’ mini-series, we caught up with some of our original guests to the podcast, Ollie Deane and Guy Jones from The GoodNet, the ethical intelligence company, focusing on helping ethical brands and products grow. The Goodnet firmly believe that advertising can do good in the world and, we agree with and support their mission!

  Ollie and Guy shared their journey since last coming on the podcast a couple of years ago, sharing what is happening in the media space. They introduced us to GoodIQ, their intelligence tool which measures sustainability metrics. They share their advice on what brands, agencies and Marketers need to be considering when it comes to making ethical media choices which not only support their organisations sustainable agendas, but help their audiences lead better, more sustainable lives.

  Join us on this episode as we talk to Ollie and Guy about:

  • Ethical media, sustainability and advertising
  • GoodIQ, their media planning and measurement tool
  • Being more sustainable with your marketing spend and how to measure the results
  • Upcoming regulations and how they are driving focus and conversations
  • Whether ads are driving more awareness and sustainable behaviour in line with changing market needs?
  
  

  For more information about The Goodnet and GoodIQ - visit https://wearethegoodnet.com/

  And to connect with them on LinkedIn - Ollie Deane and Guy Jones

  A great final episode in our greening your marketing channels mini-series. We did cover a few more areas in our latest book too - so you can always pick up a copy for more practical solutions.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>In the final episode of our ‘greening your marketing activity’ mini-series, we caught up with some of our original guests to the podcast, Ollie Deane and Guy Jones from The GoodNet, the ethical intelligence company, focusing on helping ethical brands and products grow. The Goodnet firmly believe that advertising can do good in the world and, we agree with and support their mission!

  Ollie and Guy shared their journey since last coming on the podcast a couple of years ago, sharing what is happening in the media space. They introduced us to GoodIQ, their intelligence tool which measures sustainability metrics. They share their advice on what brands, agencies and Marketers need to be considering when it comes to making ethical media choices which not only support their organisations sustainable agendas, but help their audiences lead better, more sustainable lives.

  Join us on this episode as we talk to Ollie and Guy about:

  • Ethical media, sustainability and advertising
  • GoodIQ, their media planning and measurement tool
  • Being more sustainable with your marketing spend and how to measure the results
  • Upcoming regulations and how they are driving focus and conversations
  • Whether ads are driving more awareness and sustainable behaviour in line with changing market needs?
  
  

  For more information about The Goodnet and GoodIQ - visit https://wearethegoodnet.com/

  And to connect with them on LinkedIn - Ollie Deane and Guy Jones

  A great final episode in our greening your marketing channels mini-series. We did cover a few more areas in our latest book too - so you can always pick up a copy for more practical solutions.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>cefd9e73-c162-44ce-830e-16c9e0f1e469Thu, 29 Aug 2024 08:30:00 +000035:16truefull187871Can ‘Events’ be Sustainable? with Matilde Riley, Sustainability Consultant at From Now“When it comes to including sustainability in events - we’re finding the focus on sustainability is increasingly part of the client brief.”

  As we continue with our greening your marketing activity mini-series, we wanted to turn our attention to events. Events can be fun, they allow us to learn and connect, but they also come with a considerable footprint and impact, mainly from travel, food and that infamous swag. However, the events landscape is evolving and sustainability is an increasingly growing focal point. We met up with Matilda Riley, an expert in sustainable events. Matilda talks openly and frankly about all the different areas that events impact and how there are sustainable alternatives and choices for pretty much every element when it comes to planning and running an event. Matilda tells us that she now sees sustainability on the majority (approx. 90%) of all briefs coming in from clients, which is a big and positive step change.

  Sharing so many ideas, solutions and ways you can make your event not only more sustainable but, more creative, engaging and successful, you won’t want to miss out.

  Join us on this episode as we talk to Matilda about:

  • What you need to consider when planning and running an event
  • How sustainability is now included on the majority of briefs
  • How events are part of your scope 3 emissions so need to be part of your standards
  • How to be proactive and not reactive
  • Getting creative and doing things differently in a way that brings new life to your events for your organisation and, your audience.
  
  

  For more information about ECO3 and From Now - visit https://from-now.com/

  And to connect with Matilde via LinkedIn - she’s here

  Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  
  

  
  
  ]]>“When it comes to including sustainability in events - we’re finding the focus on sustainability is increasingly part of the client brief.”

  As we continue with our greening your marketing activity mini-series, we wanted to turn our attention to events. Events can be fun, they allow us to learn and connect, but they also come with a considerable footprint and impact, mainly from travel, food and that infamous swag. However, the events landscape is evolving and sustainability is an increasingly growing focal point. We met up with Matilda Riley, an expert in sustainable events. Matilda talks openly and frankly about all the different areas that events impact and how there are sustainable alternatives and choices for pretty much every element when it comes to planning and running an event. Matilda tells us that she now sees sustainability on the majority (approx. 90%) of all briefs coming in from clients, which is a big and positive step change.

  Sharing so many ideas, solutions and ways you can make your event not only more sustainable but, more creative, engaging and successful, you won’t want to miss out.

  Join us on this episode as we talk to Matilda about:

  • What you need to consider when planning and running an event
  • How sustainability is now included on the majority of briefs
  • How events are part of your scope 3 emissions so need to be part of your standards
  • How to be proactive and not reactive
  • Getting creative and doing things differently in a way that brings new life to your events for your organisation and, your audience.
  
  

  For more information about ECO3 and From Now - visit https://from-now.com/

  And to connect with Matilde via LinkedIn - she’s here

  Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  
  

  
  
  ]]>ec7c2c8f-7f40-45a1-a1c7-0809018aec90Thu, 15 Aug 2024 08:30:00 +000032:11truefull186861Think Equal - Leanne Foy meets Alina WaiteTHINK EQUAL is the Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

   Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Alina Waite, Strategy Lead for Zenith MENA. With over 19 years of global marcomms experience with brands such as Coca-Cola and Nike, Alina excels in brand and performance marketing and team development.

   

  Leaders play a crucial role in shaping our career paths by fostering environments that emphasise the importance of recognising and celebrating individual achievements. Research by McKinsey and Company, and Harvard Business Review has shown that women are less likely to self-promote and feel less comfortable speaking about their achievements.

   In this episode, Leanne and Alina discuss how hesitation to self-promote is exacerbated in collaborative environments and why leaders should cultivate a culture where personal achievements are regularly acknowledged, promoting collaboration over competition.

   Alina explores how women can improve their confidence by talking about their achievements, highlighting how a "feelgood folder" is an effective tool to help evidence stacking accomplishments and boost self-esteem.

   Highlights include:

  • Key tips for raising self-confidence
  • Strategies to discuss personal achievements
  • Extending professional mindsets to personal life
  
  

  This episode is packed with practical tips for leaders in individuals to raise their self-confidence. We hope you enjoy it!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free.

  Contact us at Thinkequal@marketingsociety.com

  ]]>THINK EQUAL is the Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

   Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.

  This month, THINK EQUAL Project Director, Leanne Foy met Alina Waite, Strategy Lead for Zenith MENA. With over 19 years of global marcomms experience with brands such as Coca-Cola and Nike, Alina excels in brand and performance marketing and team development.

   

  Leaders play a crucial role in shaping our career paths by fostering environments that emphasise the importance of recognising and celebrating individual achievements. Research by McKinsey and Company, and Harvard Business Review has shown that women are less likely to self-promote and feel less comfortable speaking about their achievements.

   In this episode, Leanne and Alina discuss how hesitation to self-promote is exacerbated in collaborative environments and why leaders should cultivate a culture where personal achievements are regularly acknowledged, promoting collaboration over competition.

   Alina explores how women can improve their confidence by talking about their achievements, highlighting how a "feelgood folder" is an effective tool to help evidence stacking accomplishments and boost self-esteem.

   Highlights include:

  • Key tips for raising self-confidence
  • Strategies to discuss personal achievements
  • Extending professional mindsets to personal life
  
  

  This episode is packed with practical tips for leaders in individuals to raise their self-confidence. We hope you enjoy it!

  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free.

  Contact us at Thinkequal@marketingsociety.com

  ]]>3950eb08-8c9e-4cc8-8313-eb24b7240198Fri, 09 Aug 2024 06:15:00 +000029:35truefull110101Unofficial Partner - The Buy Side: What Does PepsiCo Want?The Buy Side is our regular series talking with brand side marketers about sport and sponsorship. 

  This week’s guest is Mark Kirkham, the SVP & Chief Marketing Officer of PepsiCo, one of the biggest spenders in the sports industry, whose brands such as Aquafina, Pepsi, Gatorade and Lay’s are associated with a huge number of major events globally across a portfolio that includes official partnerships such as UEFA Champions League, the NFL, the Saudi Premier League, the LPGA, WNBA and EA FC or what used to be called the FIFA game franchise, but also a large number of tie ups with individual sports stars, musicians and other creators. 

  With this type of spend, comes influence and power. How, where and with whom Pepsi spends its money is a signal to every sports rights holder to shape their commercial programmes to catch Mark Kirkham’s eye. What are the implications of this for sport and what does Pepsi want sport to be? 

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

   Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  ]]>The Buy Side is our regular series talking with brand side marketers about sport and sponsorship. 

  This week’s guest is Mark Kirkham, the SVP & Chief Marketing Officer of PepsiCo, one of the biggest spenders in the sports industry, whose brands such as Aquafina, Pepsi, Gatorade and Lay’s are associated with a huge number of major events globally across a portfolio that includes official partnerships such as UEFA Champions League, the NFL, the Saudi Premier League, the LPGA, WNBA and EA FC or what used to be called the FIFA game franchise, but also a large number of tie ups with individual sports stars, musicians and other creators. 

  With this type of spend, comes influence and power. How, where and with whom Pepsi spends its money is a signal to every sports rights holder to shape their commercial programmes to catch Mark Kirkham’s eye. What are the implications of this for sport and what does Pepsi want sport to be? 

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

   Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  ]]>62273230-d311-49ed-8a0a-5de60bc91e79Thu, 08 Aug 2024 14:50:00 +000047:11truefull188881Under The Spotlight: The Sir Martin Sorrell Sundowner Session in CannesListen to our intimate Under The Spotlight event - The Sir Martin Sorrell Sundowner Session in Cannes recorded at an exclusive event around the Cannes Lions Festival of Creativity in June 2024. Join us for an insightful conversation between The Marketing Society CEO, Sophie Devonshire, with one of the most influential titans in our industry, Sir Martin Sorrell.

  Renowned for his remarkable journey as a brave leader and visionary, we’ll get personal and unique insights into Sir Martin’s perspectives including his thoughts around the state of creativity today, the disruptions we need to plan for, what today's CMO needs to thrive (and survive), and how to prepare for the challenges of tomorrow.

  And of course, what keeps him going...

  Thanks to Media.Monks for making this happen.

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>Listen to our intimate Under The Spotlight event - The Sir Martin Sorrell Sundowner Session in Cannes recorded at an exclusive event around the Cannes Lions Festival of Creativity in June 2024. Join us for an insightful conversation between The Marketing Society CEO, Sophie Devonshire, with one of the most influential titans in our industry, Sir Martin Sorrell.

  Renowned for his remarkable journey as a brave leader and visionary, we’ll get personal and unique insights into Sir Martin’s perspectives including his thoughts around the state of creativity today, the disruptions we need to plan for, what today's CMO needs to thrive (and survive), and how to prepare for the challenges of tomorrow.

  And of course, what keeps him going...

  Thanks to Media.Monks for making this happen.

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>9e806af0-2242-4a97-855a-bafa7c4ae409Tue, 06 Aug 2024 10:30:00 +000032:13truefull1111Purpose driven digital - optimising your web presence with Sepas Seraj, Founder - Pixeled Eggs“There's something like 7.5 million data centers around the world now, and most of them are still powered by coal and gas. One of the easiest things you can do is move your hosting.”

  Welcome back to the second part in our mini-series on ‘greening your marketing activities’ and this episode we explored smarter, greener websites with Sepas Seraj, Founder of Pixeled Eggs.

  With the amount of activity that takes place online today purpose-driven digital is a must, and it’s not difficult, in fact, it’s super efficient, usable and can dramatically improve your organisations’ performance - (giving it a ‘digital edge’ as Sepas refers to it) - whilst simultaneously supporting your sustainability agendas now and into the future. 

  There is a staggering amount of waste when it comes to websites and many of them are woefully inefficient, yet we can start to make changes immediately, improving performance and reducing negative impact. Sepas shares tools, resources and practical advice in abundance, we can’t recommend this episode enough.

  Join us on this episode as we talk to Sepas about:

  • The impact of digital
  • Understanding the opportunities to optimise your website
  • Green hosting, videos, images, page weights and variable fonts
  • Ways you can make your website greener, more efficient and improve its performance
  • The need for more conversations between design teams, developers, Marketers and sustainability teams
  • Sustainability driving improved performance time and time again
  • Best practice, tools and resources
  
  

  For more information about Pixeled Eggs - visit https://www.pixeledeggs.com/

  And to connect with Sepas via LinkedIn - he’s here https://www.linkedin.com/in/sepasseraj/

  Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>“There's something like 7.5 million data centers around the world now, and most of them are still powered by coal and gas. One of the easiest things you can do is move your hosting.”

  Welcome back to the second part in our mini-series on ‘greening your marketing activities’ and this episode we explored smarter, greener websites with Sepas Seraj, Founder of Pixeled Eggs.

  With the amount of activity that takes place online today purpose-driven digital is a must, and it’s not difficult, in fact, it’s super efficient, usable and can dramatically improve your organisations’ performance - (giving it a ‘digital edge’ as Sepas refers to it) - whilst simultaneously supporting your sustainability agendas now and into the future. 

  There is a staggering amount of waste when it comes to websites and many of them are woefully inefficient, yet we can start to make changes immediately, improving performance and reducing negative impact. Sepas shares tools, resources and practical advice in abundance, we can’t recommend this episode enough.

  Join us on this episode as we talk to Sepas about:

  • The impact of digital
  • Understanding the opportunities to optimise your website
  • Green hosting, videos, images, page weights and variable fonts
  • Ways you can make your website greener, more efficient and improve its performance
  • The need for more conversations between design teams, developers, Marketers and sustainability teams
  • Sustainability driving improved performance time and time again
  • Best practice, tools and resources
  
  

  For more information about Pixeled Eggs - visit https://www.pixeledeggs.com/

  And to connect with Sepas via LinkedIn - he’s here https://www.linkedin.com/in/sepasseraj/

  Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>8927abdc-cac3-48aa-bfb1-263aac513bebThu, 01 Aug 2024 07:42:00 +000032:53truefull185851Episode 4: The power of entrepreneurial thinking for brands: Pip & NutIn this episode, the fourth in our series on entrepreneurial thinking, we’re exploring one of the six principles of entrepreneurial thinking in more detail- small details, not just big ideas and how one brand in particular brings this to life.  By small details we mean all the brand touchpoints, not just a big idea- it could be copy on pack, the way you respond to a customer complaint letter, a coupon.  All of these touchpoints are a way of bringing a brand to life.  

  Ruth was joined by Jacqueline Ellis-Jones, Marketing Director at Pip & Nut, a brand has grown to great heights by doing this really well

  Our Host: Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps).  Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our Guest: Jacqueline Ellis-Jones, Marketing Director at Pip&Nut

  Experienced Marketing Leader with a passion for building iconic brands over 20 years, She’s navigated the ever-evolving marketing landscape, helping brands from all walks of life stand out from the crowd. From household names in baby food like Ella's Kitchen to health-conscious startups like Pip & Nut, Jack has helped fuel their growth with innovative and data-driven strategies.  Her passion lies in uncovering a brand's core essence and translating it into marketing strategies that deliver on the fundamentals of price and placement alongside creating award winning products and campaigns that spark conversations, build genuine connections, and deliver measurable results.

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>In this episode, the fourth in our series on entrepreneurial thinking, we’re exploring one of the six principles of entrepreneurial thinking in more detail- small details, not just big ideas and how one brand in particular brings this to life.  By small details we mean all the brand touchpoints, not just a big idea- it could be copy on pack, the way you respond to a customer complaint letter, a coupon.  All of these touchpoints are a way of bringing a brand to life.  

  Ruth was joined by Jacqueline Ellis-Jones, Marketing Director at Pip & Nut, a brand has grown to great heights by doing this really well

  Our Host: Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps).  Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our Guest: Jacqueline Ellis-Jones, Marketing Director at Pip&Nut

  Experienced Marketing Leader with a passion for building iconic brands over 20 years, She’s navigated the ever-evolving marketing landscape, helping brands from all walks of life stand out from the crowd. From household names in baby food like Ella's Kitchen to health-conscious startups like Pip & Nut, Jack has helped fuel their growth with innovative and data-driven strategies.  Her passion lies in uncovering a brand's core essence and translating it into marketing strategies that deliver on the fundamentals of price and placement alongside creating award winning products and campaigns that spark conversations, build genuine connections, and deliver measurable results.

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>2eb460ae-e6cf-42b8-b7b4-dded009d15a9Fri, 26 Jul 2024 09:30:00 +000019:53truefull44Sustainability Squad - Driving positive change and planning for long-term sustainable business growthHosted out of the UAE, The Sustainability Squad was created to drive change around ESG. Our mission is to place The Marketing Society at the heart of the sustainability conversation.

  Episode 6

  In episode 6 of the Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Tricia Weener (Global CMO, Sustainability Leader and Coach) as they explore how marketers can drive positive change and plan for long-term sustainable growth.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>Hosted out of the UAE, The Sustainability Squad was created to drive change around ESG. Our mission is to place The Marketing Society at the heart of the sustainability conversation.

  Episode 6

  In episode 6 of the Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Tricia Weener (Global CMO, Sustainability Leader and Coach) as they explore how marketers can drive positive change and plan for long-term sustainable growth.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>fe81ffdd-941b-4d84-a232-dcf88b08de24Thu, 25 Jul 2024 12:04:00 +000038:07truefull1661Considering the Carbon Impact of Email Marketing with James Gill, Founder at EcosendHave you ever considered the carbon footprint of your email activity? 

  Welcome to the first in our ‘greening your marketing activity’ mini-series!  Did you know that your digital activity has a carbon footprint? Are you aware that there are better choices you can make which mean your marketing activity is greener and more sustainable, without compromising on performance and quality? Well, that’s what we’ll be exploring in the next few episodes.

  Every organisation will have to commit to decarbonisation targets, regardless of sector or size. When writing our latest book, research identified that behind R&D, marketing has the largest proportion of organisational budget. Therefore, Marketers need to consider their marketing carbon footprint if they are to align with and support their organisations’ sustainability agendas.

  We wanted to kick this mini-series off with the second most used online channel in the world (after instant messaging) - email. Why, because we send a LOT of emails, over 300 BILLION emails a day and, as well as needing to develop better and more efficient and responsible practices when it comes to our email marketing activity, there is also the practicalities of the carbon footprint to consider. So, we spoke to James Gill, Founder of EcoSend a platform that delivers, ‘Better email campaigns. Fewer emissions.’

  Join us on this episode as we talk to James about:

  • The concept  of  digital  sustainability  and  how our online  activities  have  a  carbon  footprint.
  • The importance of understanding your email activity and how you can improve it from both a performance and sustainability perspective.
  • What goes on behind the email platforms you use.
  • Improving your email behaviours and practices – professionally and personally.
  • How to drive efficiencies.
  • How EcoSend can make the platform switch as painless as possible.
  
  

  This episode is packed full of insights and practical information which will get your brains whirling, so dive in and get your notebooks ready.

  For more information about Ecosend - visit https://ecosend.io/

  And to connect with James via LinkedIn - he’s here https://www.linkedin.com/in/jamesjgill/

  Another great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  
  

  
  

   

  
  

  
  
  
  ]]>Have you ever considered the carbon footprint of your email activity? 

  Welcome to the first in our ‘greening your marketing activity’ mini-series!  Did you know that your digital activity has a carbon footprint? Are you aware that there are better choices you can make which mean your marketing activity is greener and more sustainable, without compromising on performance and quality? Well, that’s what we’ll be exploring in the next few episodes.

  Every organisation will have to commit to decarbonisation targets, regardless of sector or size. When writing our latest book, research identified that behind R&D, marketing has the largest proportion of organisational budget. Therefore, Marketers need to consider their marketing carbon footprint if they are to align with and support their organisations’ sustainability agendas.

  We wanted to kick this mini-series off with the second most used online channel in the world (after instant messaging) - email. Why, because we send a LOT of emails, over 300 BILLION emails a day and, as well as needing to develop better and more efficient and responsible practices when it comes to our email marketing activity, there is also the practicalities of the carbon footprint to consider. So, we spoke to James Gill, Founder of EcoSend a platform that delivers, ‘Better email campaigns. Fewer emissions.’

  Join us on this episode as we talk to James about:

  • The concept  of  digital  sustainability  and  how our online  activities  have  a  carbon  footprint.
  • The importance of understanding your email activity and how you can improve it from both a performance and sustainability perspective.
  • What goes on behind the email platforms you use.
  • Improving your email behaviours and practices – professionally and personally.
  • How to drive efficiencies.
  • How EcoSend can make the platform switch as painless as possible.
  
  

  This episode is packed full of insights and practical information which will get your brains whirling, so dive in and get your notebooks ready.

  For more information about Ecosend - visit https://ecosend.io/

  And to connect with James via LinkedIn - he’s here https://www.linkedin.com/in/jamesjgill/

  Another great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  
  

  
  

   

  
  

  
  
  
  ]]>64812a27-33f8-40bd-ba51-933dd570c3adMon, 22 Jul 2024 14:50:00 +000038:58truefull184841Think Equal - Leanne Foy meets Lucy d’AboThis month, THINK EQUAL Project Director, Leanne Foy met Lucy d’Abo, workplace culture expert, entrepreneur and public speaker.

  Together, Leanne and Lucy explore workplace culture, defining important questions, such as; what is workplace culture? Why is it important? And, how can business leaders cultivate a positive workplace culture?

   In this episode, Lucy gives real examples from her past and current businesses sharing what it takes to build, manage and perform in the business world with culture at the core. Taking it one step further, this episode's key theme is unconscious bias and the impact it has on workplace culture. We deep dive into how unconscious bias manifests in organisations, how to spot it and why business leaders need to prioritise people, purpose and culture.

   Highlights include:

  • The connection between a positive workplace Culture business growth
  • Tangible actions business leaders can do to cultivate a great workplace culture
  • Why unconscious bias could be holding your team back from reaching their true potential
  
  

  This episode is packed with insights and advice to take your organisational culture to the next level. We hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  ]]>This month, THINK EQUAL Project Director, Leanne Foy met Lucy d’Abo, workplace culture expert, entrepreneur and public speaker.

  Together, Leanne and Lucy explore workplace culture, defining important questions, such as; what is workplace culture? Why is it important? And, how can business leaders cultivate a positive workplace culture?

   In this episode, Lucy gives real examples from her past and current businesses sharing what it takes to build, manage and perform in the business world with culture at the core. Taking it one step further, this episode's key theme is unconscious bias and the impact it has on workplace culture. We deep dive into how unconscious bias manifests in organisations, how to spot it and why business leaders need to prioritise people, purpose and culture.

   Highlights include:

  • The connection between a positive workplace Culture business growth
  • Tangible actions business leaders can do to cultivate a great workplace culture
  • Why unconscious bias could be holding your team back from reaching their true potential
  
  

  This episode is packed with insights and advice to take your organisational culture to the next level. We hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  ]]>c7417427-e457-41f5-8b6b-fc720966733fThu, 18 Jul 2024 08:15:00 +000035:11truefull1991The Ocean Begins in your Home, with Adam Parker, Re-Founder and CMO, OceanSaverEvery other breath you take comes from the ocean …

  How much thought do you give to the products you use to clean your home? We recently took a metaphorical deep dive with Amanda Horn into her love of the ocean as part of World Ocean Day and Ocean Week (in Canada), and how important the ocean and water is to our lives. Following our chat with Amanda, we then we explored toxic free circularity with Paul Arellano Foulkes.

  In this episode, we continue the theme of caring for our oceans, speaking with Adam Parker over at OceanSaver, a brand on an incredible mission to “save Ocean life from the plastic pollution and harmful chemicals in 28 billion plastic cleaning products created every year.”

  OceanSaver make plastic-free, plant based cleaning products, and as customers, we can vouch for how good they are!

  Adam talks about the big picture, how the ocean itself is drowning from overfishing, plastic pollution and harmful chemicals. We discuss the need for solutions and products which do less / no harm and the need and role for us (Marketers), especially those working in the FMCG space, to think about the responsibilities we have and the stories we tell.

  Adam shares his experience, the approach they take at OceanSaver and the journey they are on to keep making ecofriendly cleaning products accessible, affordable and a no brainer choice for consumers. They also donate 1% of profit for ocean conversation!

  We love how innovative, creative and vibrant OceanSaver is, so be sure to tune in and, get them on your shopping list, you won’t be disappointed. Kind to wallet and the ocean - and very effective.

  Tune in to hear us talk with Adam about:

  • How we need to reconnect people with the ocean and keep educating folks on how incredibly important it is to us
  • How to make better product choices more accessible
  • Working with the grain of human psychology and behaviour
  • Letting people on auto pilot make more sustainable choices
  • Showing that sustainable choices are affordable and that people are looking for them
  • The critical role of retailers
  • What Marketers can be doing to support the business case for change
  
  

  For more information about Oceansaver - visit https://www.ocean-saver.com

  View their latest, fun and informative ad - meet Gareth… and enjoy the sea shanty

  And to connect with Adam via LinkedIn - it’s here…

  Another great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  
  

  
  
  
  ]]>Every other breath you take comes from the ocean …

  How much thought do you give to the products you use to clean your home? We recently took a metaphorical deep dive with Amanda Horn into her love of the ocean as part of World Ocean Day and Ocean Week (in Canada), and how important the ocean and water is to our lives. Following our chat with Amanda, we then we explored toxic free circularity with Paul Arellano Foulkes.

  In this episode, we continue the theme of caring for our oceans, speaking with Adam Parker over at OceanSaver, a brand on an incredible mission to “save Ocean life from the plastic pollution and harmful chemicals in 28 billion plastic cleaning products created every year.”

  OceanSaver make plastic-free, plant based cleaning products, and as customers, we can vouch for how good they are!

  Adam talks about the big picture, how the ocean itself is drowning from overfishing, plastic pollution and harmful chemicals. We discuss the need for solutions and products which do less / no harm and the need and role for us (Marketers), especially those working in the FMCG space, to think about the responsibilities we have and the stories we tell.

  Adam shares his experience, the approach they take at OceanSaver and the journey they are on to keep making ecofriendly cleaning products accessible, affordable and a no brainer choice for consumers. They also donate 1% of profit for ocean conversation!

  We love how innovative, creative and vibrant OceanSaver is, so be sure to tune in and, get them on your shopping list, you won’t be disappointed. Kind to wallet and the ocean - and very effective.

  Tune in to hear us talk with Adam about:

  • How we need to reconnect people with the ocean and keep educating folks on how incredibly important it is to us
  • How to make better product choices more accessible
  • Working with the grain of human psychology and behaviour
  • Letting people on auto pilot make more sustainable choices
  • Showing that sustainable choices are affordable and that people are looking for them
  • The critical role of retailers
  • What Marketers can be doing to support the business case for change
  
  

  For more information about Oceansaver - visit https://www.ocean-saver.com

  View their latest, fun and informative ad - meet Gareth… and enjoy the sea shanty

  And to connect with Adam via LinkedIn - it’s here…

  Another great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  
  

  
  
  
  ]]>c5a9995b-c553-4d5e-a15f-1ef11ca0052aMon, 08 Jul 2024 13:34:00 +000030:34truefull8383The Whole Marketer Ep129 - Grief with guest Lucy HudsonEpisode #129. Understanding grief is the topic of this episode, an area of personal understanding to support ourselves but also others in our care that may be experiencing grief. 

  *Trigger warning: This episode contains discussion around bereavement and loss of a child. 

  
  

  A complex and personal process, grief is the intense feeling of loss of someone or something which can manifest physically, mentally and emotionally.   

  Abby’s guest is Lucy Hudson, Managing Director of McCann Birmingham which is part of McCann Central, the UK’s largest marketing communications integrated agency. Lucy is a WACL Talent Award Winner, mentor and founding member of The Margot Collective, McCann World group’s first female-led consulting collective.  

  After losing her daughter Poppy to a brain tumour, Lucy is dedicated to talking and writing about the effects of grief, particularly in the workplace. 

  In this episode, Lucy shares her definition of grief and how it becomes a part of you, the impact bereavement has in the workplace, companies making admin and return to work easier, ‘pre-grief’ and understanding all the elements of loss (finance, identity, career, your own health). Plus practical advice for employers to support colleagues.  

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Lucy Hudson | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #129. Understanding grief is the topic of this episode, an area of personal understanding to support ourselves but also others in our care that may be experiencing grief. 

  *Trigger warning: This episode contains discussion around bereavement and loss of a child. 

  
  

  A complex and personal process, grief is the intense feeling of loss of someone or something which can manifest physically, mentally and emotionally.   

  Abby’s guest is Lucy Hudson, Managing Director of McCann Birmingham which is part of McCann Central, the UK’s largest marketing communications integrated agency. Lucy is a WACL Talent Award Winner, mentor and founding member of The Margot Collective, McCann World group’s first female-led consulting collective.  

  After losing her daughter Poppy to a brain tumour, Lucy is dedicated to talking and writing about the effects of grief, particularly in the workplace. 

  In this episode, Lucy shares her definition of grief and how it becomes a part of you, the impact bereavement has in the workplace, companies making admin and return to work easier, ‘pre-grief’ and understanding all the elements of loss (finance, identity, career, your own health). Plus practical advice for employers to support colleagues.  

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Lucy Hudson | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>90c8ad4e-8584-42cf-a63c-226282b34020Tue, 02 Jul 2024 07:00:00 +000050:10truefullThink Equal - Leanne Foy meets Laura NaylorThis month, THINK EQUAL Project Director,Leanne Foy met Laura Naylor, Dubai 92 radio host, MC and public speaker.

  What is it about public speaking that so many of us find so intimidating? Why do women feel less confident than their male counterparts when it comes to public speaking? If conference speaking, panel moderating or stage presenting fills you with butterflies, this episode is for you.

   Laura shares how a shift in mindset could be the key to feeling powerful and positive on stage. Her tried and tested techniques have helped friends and peers embrace speaking opportunities.  

  In this episode, we explore how perfectionism and fear may be the reason why many women decline speaker opportunities, and why it’s these women we so desperately want on stage. With many corporate event stages lacking diversity, this is a call to female leaders to take to the stage and a call for businesses to support their female talent in this area.

   

  Highlights include:

  • How to develop a confident mindset when presenting
  • The traits of confident public speakers
  • Why self belief, authenticity and preparation are your public speaking superpowers
  
  

  Laura’s passion and energy are contagious.

  It's a wonderful listen, we hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  ]]>This month, THINK EQUAL Project Director,Leanne Foy met Laura Naylor, Dubai 92 radio host, MC and public speaker.

  What is it about public speaking that so many of us find so intimidating? Why do women feel less confident than their male counterparts when it comes to public speaking? If conference speaking, panel moderating or stage presenting fills you with butterflies, this episode is for you.

   Laura shares how a shift in mindset could be the key to feeling powerful and positive on stage. Her tried and tested techniques have helped friends and peers embrace speaking opportunities.  

  In this episode, we explore how perfectionism and fear may be the reason why many women decline speaker opportunities, and why it’s these women we so desperately want on stage. With many corporate event stages lacking diversity, this is a call to female leaders to take to the stage and a call for businesses to support their female talent in this area.

   

  Highlights include:

  • How to develop a confident mindset when presenting
  • The traits of confident public speakers
  • Why self belief, authenticity and preparation are your public speaking superpowers
  
  

  Laura’s passion and energy are contagious.

  It's a wonderful listen, we hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  ]]>809c63cc-722f-4c2b-a587-789958f8796aThu, 27 Jun 2024 09:30:00 +000034:31truefull1881Toxic Free Circularity and How Degrowth Equals Greater Profits, with Paul Foulkes-Arellano, Founder, Circuthon ConsultingDegrowth equals greater profits – and big disruptions are coming…

  In this episode we got to talk to the brilliant Paul Folkes Arellano about circularity, and not just circularity, but toxic free circularity. Paul shares his knowledge, insights and experience in a space which plays a significant role in sustainability, business and societal behaviours.

  Paul share with us how he got into the toxic free circularity space, and shares so many examples of organisations who are doing great things with circularity, and also how collaboration and partnerships are critical to building the business case and turning circularity into meaningful business solutions that can scale.

  We talked about the need for Marketers to get involved, to get to grips with and understand their product lifecycle assessments by spending time with their R&D teams, and as Paul says it, “sticking your hands in the compost”. A critical part that brings with it a wealth of stories.

  Paul also talks about degrowth and the fact that degrowth equals greater profits. Circularity drives efficiencies, greater loyalty, less waste and, there is also huge amounts of capital to be gained from waste. This episode left us feeling uplifted and full of motivation and confirmed, once again, why we are such big advocates for circularity.

  Join us on this episode as we talk to Paul about:

  • The circular economy and toxic free circularity.
  • The opportunities and the business case for circularity.
  • Why Marketers should be spending time in R&D labs to truly understand their products
  • The great work being done in circularity and why full product life cycle assessments are imperative for marketers to be part of.
  • The need for more good stories to be shared.
  • The future of sustainability and circularity and long-term planning.
  
  

  For more information about Paul’s work visit Circuthon Consulting.

  And follow his insights and great conversations via LinkedIn too.

  A great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>Degrowth equals greater profits – and big disruptions are coming…

  In this episode we got to talk to the brilliant Paul Folkes Arellano about circularity, and not just circularity, but toxic free circularity. Paul shares his knowledge, insights and experience in a space which plays a significant role in sustainability, business and societal behaviours.

  Paul share with us how he got into the toxic free circularity space, and shares so many examples of organisations who are doing great things with circularity, and also how collaboration and partnerships are critical to building the business case and turning circularity into meaningful business solutions that can scale.

  We talked about the need for Marketers to get involved, to get to grips with and understand their product lifecycle assessments by spending time with their R&D teams, and as Paul says it, “sticking your hands in the compost”. A critical part that brings with it a wealth of stories.

  Paul also talks about degrowth and the fact that degrowth equals greater profits. Circularity drives efficiencies, greater loyalty, less waste and, there is also huge amounts of capital to be gained from waste. This episode left us feeling uplifted and full of motivation and confirmed, once again, why we are such big advocates for circularity.

  Join us on this episode as we talk to Paul about:

  • The circular economy and toxic free circularity.
  • The opportunities and the business case for circularity.
  • Why Marketers should be spending time in R&D labs to truly understand their products
  • The great work being done in circularity and why full product life cycle assessments are imperative for marketers to be part of.
  • The need for more good stories to be shared.
  • The future of sustainability and circularity and long-term planning.
  
  

  For more information about Paul’s work visit Circuthon Consulting.

  And follow his insights and great conversations via LinkedIn too.

  A great episode… enjoy.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>ecd8bf17-ade7-4bf1-888e-a724e1b85eb9Thu, 20 Jun 2024 11:31:00 +000050:20truefull8282The Whole Marketer Ep128 - Burnout with guest Briony GunsonEpisode #128. The Burnout Miniseries ep5 – The last episode in our mini-series on burnout shares the story of an agency marketer who, following her experience of extreme burnout, uses the power of breathwork, meditation and wellbeing to help and prevent burnout in others. 

  
  

  Abby’s guest is Briony Gunson, mindset coach, wellbeing trainer, meditation teacher and breathworker. Passionate about supporting people in managing stress, anxiety and burnout,  some of Briony’s corporate clients include NHS, EY, Santander, Lloyds bank, We Work and Freemasons. 

  
  

  In this episode, Briony shares her definition and experience of burnout, listening to your mind and body system, processing trauma, safe spaces, slowing down feeling uncomfortable and power of breathing and techniques. 

  Plus her advice for marketers of tomorrow. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Briony Gunson | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #128. The Burnout Miniseries ep5 – The last episode in our mini-series on burnout shares the story of an agency marketer who, following her experience of extreme burnout, uses the power of breathwork, meditation and wellbeing to help and prevent burnout in others. 

  
  

  Abby’s guest is Briony Gunson, mindset coach, wellbeing trainer, meditation teacher and breathworker. Passionate about supporting people in managing stress, anxiety and burnout,  some of Briony’s corporate clients include NHS, EY, Santander, Lloyds bank, We Work and Freemasons. 

  
  

  In this episode, Briony shares her definition and experience of burnout, listening to your mind and body system, processing trauma, safe spaces, slowing down feeling uncomfortable and power of breathing and techniques. 

  Plus her advice for marketers of tomorrow. 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Briony Gunson | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>5e5e4e58-f3b8-488d-80d9-f40d2973fc15Tue, 18 Jun 2024 16:54:00 +000042:27truefullEpisode 3: The power of entrepreneurial thinking for brands: Virgin AtlanticThis episode is the third in our series on entrepreneurial thinking, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. 

  In this episode The Marketing Society member Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about one of those principles specifically- customer obsession. 

  We dive into Virgin Atlantic's customer-centric approach and how they deliver personalized experiences in their luxurious lounges and on board their flights. Rami, our guest from Virgin Atlantic, shares how the leadership team, including the CEO, regularly works shifts in the lounges to gain a deep understanding of the customer experience.

  Discover how Virgin Atlantic empowers their staff to build meaningful relationships with customers and provide exceptional, tailored service without following a strict script. Learn about the company's investment in staff development and their unique culture that encourages employees to be themselves.

  We explore Virgin Atlantic's differentiation strategy, focusing on providing a luxurious experience with fresh, seasonal menus and an emphasis on the provenance of ingredients. Rami also discusses the airline's commitment to incorporating sustainable practices and providing customers with tangible examples of their brand values in action.

  Gain insights into Virgin Atlantic's highly loyal customer base and how they foster strong relationships by responding to feedback and engaging in dialogue. Finally, we discuss the company's approach to partnering with innovative, up-and-coming brands to stay ahead of trends and enhance their offerings.

  Whether you're in the airline industry, hospitality, or any customer-facing business, this episode is packed with valuable lessons on delivering exceptional personalized experiences, empowering staff, and building strong customer relationships. Tune in now and learn from Virgin Atlantic's customer-centric success story!

  Our Host: Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps).  Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our Guest: Rami El-Dahshan, Head of Clubhouses at Virgin Atlantic

  Head of Lounges at Virgin Atlantic for the last three years. Previously head of UK sales for Virgin and a variety of commercial roles at British Airways.

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>This episode is the third in our series on entrepreneurial thinking, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. 

  In this episode The Marketing Society member Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about one of those principles specifically- customer obsession. 

  We dive into Virgin Atlantic's customer-centric approach and how they deliver personalized experiences in their luxurious lounges and on board their flights. Rami, our guest from Virgin Atlantic, shares how the leadership team, including the CEO, regularly works shifts in the lounges to gain a deep understanding of the customer experience.

  Discover how Virgin Atlantic empowers their staff to build meaningful relationships with customers and provide exceptional, tailored service without following a strict script. Learn about the company's investment in staff development and their unique culture that encourages employees to be themselves.

  We explore Virgin Atlantic's differentiation strategy, focusing on providing a luxurious experience with fresh, seasonal menus and an emphasis on the provenance of ingredients. Rami also discusses the airline's commitment to incorporating sustainable practices and providing customers with tangible examples of their brand values in action.

  Gain insights into Virgin Atlantic's highly loyal customer base and how they foster strong relationships by responding to feedback and engaging in dialogue. Finally, we discuss the company's approach to partnering with innovative, up-and-coming brands to stay ahead of trends and enhance their offerings.

  Whether you're in the airline industry, hospitality, or any customer-facing business, this episode is packed with valuable lessons on delivering exceptional personalized experiences, empowering staff, and building strong customer relationships. Tune in now and learn from Virgin Atlantic's customer-centric success story!

  Our Host: Ruth Fittock

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps).  Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  Our Guest: Rami El-Dahshan, Head of Clubhouses at Virgin Atlantic

  Head of Lounges at Virgin Atlantic for the last three years. Previously head of UK sales for Virgin and a variety of commercial roles at British Airways.

  ---

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>c0de139c-ccad-4467-8c8d-51b415069dc7Tue, 11 Jun 2024 15:11:00 +000029:12truefull33The Whole Marketer Ep127 - Burnout with guest Molly InnesEpisode #127. The Burnout Miniseries ep4 – We’re continuing our focus on burnout and how together, we can raise awareness to prevent it and support each other in our challenging yet rewarding marketing profession. 

  Abby’s guest is Senior Reporter for Marketing Week, Molly Innes. Molly has been researching burnout for the past two years having written many articles about it and is passionate about marketers’ careers, ways of working and recruitment. 

  In this episode, Molly shares how she began highlighting burnout, factors that her research identified can led to burnout, being ‘addicted’ to high performance and recognition, stories of unhealthy culture and burnout effecting women. 

  Plus her advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Molly Innes | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #127. The Burnout Miniseries ep4 – We’re continuing our focus on burnout and how together, we can raise awareness to prevent it and support each other in our challenging yet rewarding marketing profession. 

  Abby’s guest is Senior Reporter for Marketing Week, Molly Innes. Molly has been researching burnout for the past two years having written many articles about it and is passionate about marketers’ careers, ways of working and recruitment. 

  In this episode, Molly shares how she began highlighting burnout, factors that her research identified can led to burnout, being ‘addicted’ to high performance and recognition, stories of unhealthy culture and burnout effecting women. 

  Plus her advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Molly Innes | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>84958d88-802f-4357-8d27-275270267d65Tue, 11 Jun 2024 07:00:00 +000033:45truefullOcean Literacy - Collective Action for Healthy Oceans and a Stable Climate, with Amanda HornThe need to reconnect to water and rebrand the ‘Big Blue’…

  World Ocean Day falls on June 8th and for those who haven’t heard of this event, it’s about “catalyzing collective action for a healthy ocean and a stable climate”.

  The ocean’s role is one of the most important there is, and, water security is a real concern. But, to make such events successful in reaching global goals and targets around our oceans and water, we have to take notice, understand the challenges we face and importantly, be prepared to take action.

  We met with Amanda Horn, a brand marketer who fell in love with water and found a deep connection, which as she shares in this episode, changed so many areas of her life personally and, professionally when she turned her passion into a circular business looking to solve problems in the beauty industry, with water at the heart.

  Amanda is a strong advocate for protecting water, raising awareness of the challenges and opportunities and as she says, ‘rebranding big blue’.

  Water conservation – Ocean conservation – plastic solutions -  waste - water consumption – they are all connected and we have to take responsibility for them, and more importantly understand the challenges and how our behaviors and choices either speed up progress, or slow it down.

  When Amanda began her journey to build a responsible brand, she didn’t realise how epic it would be at every single stage. She shares her learnings from the resources needed, commercial understanding, packaging needs, materials sourcing, collaboration and co-creation and what happens at the end of life of her product to make it truly circular.

  Join us on this episode as we talk to Amanda about:

  • The power of connecting with water and the parallels between humans and the ocean.
  • The importance of ocean literacy in meeting the global goal of protecting 30% of the world’s ocean by 2030.
  • The need to protect water at all costs through increasing our knowledge and conversations around what it is the most important resource we have.
  • The “10 Challenges of the Decade”.
  • How Marketers can make connections through story and emotion as Amanda puts it – “Rebranding the big blue”.
  • Evolving her passion into a circular business – and how understanding every stage of the product lifecycle is critical to not only the product but the story.
  
  

  And here’s a rallying call to action for you, our listener to get involved:

  World Ocean Day  https://worldoceanday.org/about/ in the lead up to World Ocean Day, explore and see what you can do. Amanda also shares her tips!

   World Ocean Week https://oceanweekcan.ca/ if you’re in Canada, then you have Ocean Week, which is a public celebration of the ocean from coast to coast.

  Wherever you are, even if you are nowhere near a body of water, it is connected to your life, so commit to understanding a bit more, raising your awareness and taking steps to be part of the solution.

  For more information about Amanda Horn and Ocean Literacy, click this link.

  Enjoy…

  ]]>The need to reconnect to water and rebrand the ‘Big Blue’…

  World Ocean Day falls on June 8th and for those who haven’t heard of this event, it’s about “catalyzing collective action for a healthy ocean and a stable climate”.

  The ocean’s role is one of the most important there is, and, water security is a real concern. But, to make such events successful in reaching global goals and targets around our oceans and water, we have to take notice, understand the challenges we face and importantly, be prepared to take action.

  We met with Amanda Horn, a brand marketer who fell in love with water and found a deep connection, which as she shares in this episode, changed so many areas of her life personally and, professionally when she turned her passion into a circular business looking to solve problems in the beauty industry, with water at the heart.

  Amanda is a strong advocate for protecting water, raising awareness of the challenges and opportunities and as she says, ‘rebranding big blue’.

  Water conservation – Ocean conservation – plastic solutions -  waste - water consumption – they are all connected and we have to take responsibility for them, and more importantly understand the challenges and how our behaviors and choices either speed up progress, or slow it down.

  When Amanda began her journey to build a responsible brand, she didn’t realise how epic it would be at every single stage. She shares her learnings from the resources needed, commercial understanding, packaging needs, materials sourcing, collaboration and co-creation and what happens at the end of life of her product to make it truly circular.

  Join us on this episode as we talk to Amanda about:

  • The power of connecting with water and the parallels between humans and the ocean.
  • The importance of ocean literacy in meeting the global goal of protecting 30% of the world’s ocean by 2030.
  • The need to protect water at all costs through increasing our knowledge and conversations around what it is the most important resource we have.
  • The “10 Challenges of the Decade”.
  • How Marketers can make connections through story and emotion as Amanda puts it – “Rebranding the big blue”.
  • Evolving her passion into a circular business – and how understanding every stage of the product lifecycle is critical to not only the product but the story.
  
  

  And here’s a rallying call to action for you, our listener to get involved:

  World Ocean Day  https://worldoceanday.org/about/ in the lead up to World Ocean Day, explore and see what you can do. Amanda also shares her tips!

   World Ocean Week https://oceanweekcan.ca/ if you’re in Canada, then you have Ocean Week, which is a public celebration of the ocean from coast to coast.

  Wherever you are, even if you are nowhere near a body of water, it is connected to your life, so commit to understanding a bit more, raising your awareness and taking steps to be part of the solution.

  For more information about Amanda Horn and Ocean Literacy, click this link.

  Enjoy…

  ]]>4731d8d2-8977-4fc6-9729-98923ff7c976Thu, 06 Jun 2024 12:24:00 +000052:34truefull8181The Whole Marketer Ep126 - Burnout with guest Rowan MorrisonEpisode #126. The Burnout Miniseries ep3 – The third episode in our burnout series, raising awareness to the physical, mental and emotional exhaustion that prolonged stress in our profession that cause – and what we can do about it. 

  This episode highlights burnout from a leadership perspective and the pressure to become other people’s version of a leader, not your authentic self.

  Sharing their first-hand experience is Abby’s guest, Rowan Morrison.  An experienced agency-side leader, Rowan is co-founder and co-MD of Rationale, a strategic marketing communications agency. Alongside her role she coaches women in innovation-led businesses. 

  In this episode, Rowan shares her definition of burnout, her story of burnout accumulating over a year, target-driven stress, the effect of stress on her health, conflict in leadership expectations, boundaries and her processes to empower those in her agency to prevent burnout. 

  Plus her advice for marketers of tomorrow. 

  
  

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Rowan Morrison | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit  www.gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #126. The Burnout Miniseries ep3 – The third episode in our burnout series, raising awareness to the physical, mental and emotional exhaustion that prolonged stress in our profession that cause – and what we can do about it. 

  This episode highlights burnout from a leadership perspective and the pressure to become other people’s version of a leader, not your authentic self.

  Sharing their first-hand experience is Abby’s guest, Rowan Morrison.  An experienced agency-side leader, Rowan is co-founder and co-MD of Rationale, a strategic marketing communications agency. Alongside her role she coaches women in innovation-led businesses. 

  In this episode, Rowan shares her definition of burnout, her story of burnout accumulating over a year, target-driven stress, the effect of stress on her health, conflict in leadership expectations, boundaries and her processes to empower those in her agency to prevent burnout. 

  Plus her advice for marketers of tomorrow. 

  
  

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Rowan Morrison | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit  www.gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>40c9d677-4dc7-4208-b110-d6f863e4c7d8Tue, 04 Jun 2024 07:00:00 +000041:20truefullUNOFFICIAL PARTNER - The Most Valuable Shirt in SportFootball shirts are front page news in England and Germany in the last week, so this is a timely conversation about our relationship with sports jerseys, and the nature of their commercial value.

  Guests are Mike Fordham and Kylie Bishop.

  Mike has worked for IMG and the ECB and played pivotal roles in the set up of both the IPL and The Hundred, and was more recently CEO of Rajasthan Royals.

  Kylie is Head of Sponsorship Valuation at Turnstile, having previously worked at The Boston Consulting Group.

  A new InTel report from Turnstile puts an independent dollar valuation to three of sports most iconic shirts - Manchester United, Dallas Cowboys, and the Chennai Super Kings. You can download the report here.

  The conversation also explores the role of winning streaks, star players, and international fan bases in influencing valuation. Additionally, they forecast the changing landscape of sports sponsorship, including the rising significance of women's sports and the strategic implications for new and evolving leagues. 

  What are the lessons for newer sports properties, where team brands are key to the business model and the success of properties such as WSL, LIV Golf, Saudi Premier League and The Hundred. 

  00:34 The Intricacies of IPL and Global Sports Sponsorship

  01:03 Unveiling the Most Valuable Shirts in Sports

  01:18 Exploring the Components of Sponsorship Value

  03:32 The Intellectual Property Value in Sponsorship

  08:03 The Global Fan Base: Loyalty and Fluctuations

  12:31 Comparing Sponsorship Values Across Major Leagues

  19:04 The Evolution and Future of Sports Sponsorship

  26:45 Exploring the IPL's Business Model and Sponsorship Dynamics

  27:41 The Dominance of Media Rights in Sports Revenue

  28:21 Predicting the Future of Major Sports Leagues

  30:35 The Impact of Star Players on Sports Franchises

  33:46 Evolving Player Acquisition Strategies in the IPL

  35:52 Building Value and Fan Engagement in New Sports Franchises

  38:53 The Role of Women's Sports in Expanding Brand Value

  47:07 Unique Challenges and Opportunities in Establishing New Leagues

  47:53 Reflecting on the IPL's Unique Success and Future Valuations

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the...]]>Football shirts are front page news in England and Germany in the last week, so this is a timely conversation about our relationship with sports jerseys, and the nature of their commercial value.

  Guests are Mike Fordham and Kylie Bishop.

  Mike has worked for IMG and the ECB and played pivotal roles in the set up of both the IPL and The Hundred, and was more recently CEO of Rajasthan Royals.

  Kylie is Head of Sponsorship Valuation at Turnstile, having previously worked at The Boston Consulting Group.

  A new InTel report from Turnstile puts an independent dollar valuation to three of sports most iconic shirts - Manchester United, Dallas Cowboys, and the Chennai Super Kings. You can download the report here.

  The conversation also explores the role of winning streaks, star players, and international fan bases in influencing valuation. Additionally, they forecast the changing landscape of sports sponsorship, including the rising significance of women's sports and the strategic implications for new and evolving leagues. 

  What are the lessons for newer sports properties, where team brands are key to the business model and the success of properties such as WSL, LIV Golf, Saudi Premier League and The Hundred. 

  00:34 The Intricacies of IPL and Global Sports Sponsorship

  01:03 Unveiling the Most Valuable Shirts in Sports

  01:18 Exploring the Components of Sponsorship Value

  03:32 The Intellectual Property Value in Sponsorship

  08:03 The Global Fan Base: Loyalty and Fluctuations

  12:31 Comparing Sponsorship Values Across Major Leagues

  19:04 The Evolution and Future of Sports Sponsorship

  26:45 Exploring the IPL's Business Model and Sponsorship Dynamics

  27:41 The Dominance of Media Rights in Sports Revenue

  28:21 Predicting the Future of Major Sports Leagues

  30:35 The Impact of Star Players on Sports Franchises

  33:46 Evolving Player Acquisition Strategies in the IPL

  35:52 Building Value and Fan Engagement in New Sports Franchises

  38:53 The Role of Women's Sports in Expanding Brand Value

  47:07 Unique Challenges and Opportunities in Establishing New Leagues

  47:53 Reflecting on the IPL's Unique Success and Future Valuations

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>6b101a06-74be-4c0d-b8bc-537e300f142dWed, 29 May 2024 14:13:00 +000055:40truefullThe Whole Marketer Ep125 - Burnout with guest Alan TriceEpisode #125. The Burnout Miniseries ep2 – Continuing our focus on burnout, this episode discusses the experience of a high-achieving marketer who went through burnout and their reflections on preventing it again - for themselves and others in the future. 

  Abby’s guest is Alan Trice, an experienced and passionate senior marketer, having held Head of and Director-level roles within retail, entertainment, sports, lifestyle and fashion organisations such as Puma, Diesel, Coach, IMG, Screwfix and Clarks. Alan currently holds a NED position at the prestigious Mount Kelly school and is a Marketing Society member.  

  In this episode, Alan shares his analogy of burnout, his experience of how burnout manifested, the lead up over 18months, spotting the signs and how he looks after his wellbeing to prevent in the future. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Alan Trice | LinkedIn

   

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #125. The Burnout Miniseries ep2 – Continuing our focus on burnout, this episode discusses the experience of a high-achieving marketer who went through burnout and their reflections on preventing it again - for themselves and others in the future. 

  Abby’s guest is Alan Trice, an experienced and passionate senior marketer, having held Head of and Director-level roles within retail, entertainment, sports, lifestyle and fashion organisations such as Puma, Diesel, Coach, IMG, Screwfix and Clarks. Alan currently holds a NED position at the prestigious Mount Kelly school and is a Marketing Society member.  

  In this episode, Alan shares his analogy of burnout, his experience of how burnout manifested, the lead up over 18months, spotting the signs and how he looks after his wellbeing to prevent in the future. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Alan Trice | LinkedIn

   

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>c65cf93d-3fe2-4347-8cb8-7f89b7d8596cTue, 28 May 2024 07:00:00 +000034:17truefullCPG Marketing & Retail MediaOn this episode of the Shiny New Object Podcast, Chobani's Brett Richardson discusses leveraging retailer data sources like Kroger's Stratum to gain audience insights and inform targeted campaigns. He also explores the growth of retail media, especially in off-site advertising, and how CPG brands can partner with retailers to reach valuable shopper segments.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>On this episode of the Shiny New Object Podcast, Chobani's Brett Richardson discusses leveraging retailer data sources like Kroger's Stratum to gain audience insights and inform targeted campaigns. He also explores the growth of retail media, especially in off-site advertising, and how CPG brands can partner with retailers to reach valuable shopper segments.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>c4be9079-d16b-40d0-9e35-a9931581558dTue, 21 May 2024 09:27:00 +000031:17truefull8282The Whole Marketer Ep124 - Burnout with guest Dr Fiona CrichtonEpisode #124. The Burnout Miniseries ep1 – Understanding burnout through a scientific lens is the focus of this episode, shining a light on the signs of burnout and how it physically and mentally manifests, as we see a rise in unsustainable stress amongst our profession. 

  Burnout is a topic that Abby is passionate about addressing and a fundamental part of burnout prevention is linked to the ‘personal understanding’ pillar or the whole marketer philosophy – the greater we know and understand ourselves, the better we can spot the signs in ourselves and others when we’re starting to burnout. 

  Discussing the science behind burnout is Abby’s guest expert Dr Fiona Crichton, VP of behavioural science at Groov, the workplace science platform on a mission to help 100 million people feel and perform better. 

  In this episode, Dr Fiona shares her definition of true burnout, measuring burnout through cortisol, predictors of burnout, 5 Bs for burnout prevention, burnout vs depression and how leaders can support teams. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dr Fiona Crichton | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  
  

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #124. The Burnout Miniseries ep1 – Understanding burnout through a scientific lens is the focus of this episode, shining a light on the signs of burnout and how it physically and mentally manifests, as we see a rise in unsustainable stress amongst our profession. 

  Burnout is a topic that Abby is passionate about addressing and a fundamental part of burnout prevention is linked to the ‘personal understanding’ pillar or the whole marketer philosophy – the greater we know and understand ourselves, the better we can spot the signs in ourselves and others when we’re starting to burnout. 

  Discussing the science behind burnout is Abby’s guest expert Dr Fiona Crichton, VP of behavioural science at Groov, the workplace science platform on a mission to help 100 million people feel and perform better. 

  In this episode, Dr Fiona shares her definition of true burnout, measuring burnout through cortisol, predictors of burnout, 5 Bs for burnout prevention, burnout vs depression and how leaders can support teams. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dr Fiona Crichton | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  
  

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>8ad84520-c7a1-493d-ab80-34de45199431Tue, 21 May 2024 07:00:00 +000044:58truefull8181The Role of Behavioural Science in Nudging towards Behaviour Change, with Behavioural Scientist, and Author, Patrick FaganWe’re only consciously aware of 0.0004% of everything around us at once…read that again!

  Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?

  When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

  • The nuances of language and how they are ordered
  • Nudge theory and Cialdini's 6 Principles of Influence
  • Types of nudges - the most used and the most powerful
  • What we can do as communicators to change behaviours through choice architecture
  • Fear messaging
  • Creating campaigns which cut through the noise
  • Finding out about brain’s ‘memory bouncer’
  
  

  For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/

  Enjoy…

  ]]>We’re only consciously aware of 0.0004% of everything around us at once…read that again!

  Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?

  When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

  • The nuances of language and how they are ordered
  • Nudge theory and Cialdini's 6 Principles of Influence
  • Types of nudges - the most used and the most powerful
  • What we can do as communicators to change behaviours through choice architecture
  • Fear messaging
  • Creating campaigns which cut through the noise
  • Finding out about brain’s ‘memory bouncer’
  
  

  For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/

  Enjoy…

  ]]>93ec0ef2-57a6-4979-95b3-c8fbb7105d1bMon, 20 May 2024 15:04:00 +000037:48truefull8080UNOFFICIAL PARTNER - The Buy Side - UBS, MercedesF1 and inheriting Roger FedererThe Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

  Today's guest is Anneliese Mesilati, Head of Brand Activation and Sponsorships, Americas at UBS, the private banking group and wealth management business.

  We talk about the brand's extensive sport portfolio and its role within the marketing of the company, which includes the Mercedes Formula One team.

  Last year, UBS took over Credit Suisse Bank, posing the question as to the future of many big name contracts with sports stars, teams and tournaments, including Roger Federer and the Swiss National Football Team.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  
  

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

  Today's guest is Anneliese Mesilati, Head of Brand Activation and Sponsorships, Americas at UBS, the private banking group and wealth management business.

  We talk about the brand's extensive sport portfolio and its role within the marketing of the company, which includes the Mercedes Formula One team.

  Last year, UBS took over Credit Suisse Bank, posing the question as to the future of many big name contracts with sports stars, teams and tournaments, including Roger Federer and the Swiss National Football Team.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  
  

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>d9ca28af-8464-45ba-a018-a654287ab3d6Fri, 17 May 2024 11:47:00 +000047:55truefull33Episode 2: The power of entrepreneurial thinking for brands: Lucky SaintThis episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint. 

  Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand. 

  About Ruth

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  About Kerttu

  Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>This episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint. 

  Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand. 

  About Ruth

  Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.

  About Kerttu

  Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>a26fff0b-0a2d-495b-aeb2-f74b8e3d071bWed, 15 May 2024 14:30:00 +000027:11truefull22Proving the return on marketing investmentOn the latest Shiny New Object podcast, we explore how data-driven B2B marketers can quantify both the tangible financial impact of marketing as well as intangible brand growth through the lens of return on marketing investment. Mikko Vesterinent, Senior Manager, Digital & Data-Driven Marketing at Valmet, advocates understanding customer needs through networking and behavioural science to inform strategic and tactical measurement.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  
  

  ]]>On the latest Shiny New Object podcast, we explore how data-driven B2B marketers can quantify both the tangible financial impact of marketing as well as intangible brand growth through the lens of return on marketing investment. Mikko Vesterinent, Senior Manager, Digital & Data-Driven Marketing at Valmet, advocates understanding customer needs through networking and behavioural science to inform strategic and tactical measurement.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  
  

  ]]>bfc23585-77f5-4a2d-9bd4-51663b345dabTue, 14 May 2024 15:32:00 +000024:33truefullThe Whole Marketer Ep123 - Empowerment with guest Ellie NormanEpisode #123. This episode is leadership skill on empowerment – a fundamental pillar of the Whole Marketer approach in order to create a wave of successful and fulfilled marketers. 

  Adopting empowerment as a leadership style means building the belief and confidence in the marketers in your care; giving them the clarity, control and confidence to make decisions independently, so they can contribute to and achieve goals. 

  Abby’s guest expert is Ellie Norman, a trailblazing marketing leader and Chief Communication Officer at Manchester United. Prior to this, Ellie’s roles included Virgin Media and Formula 1, where she was part of the exec team who grew it’s fanbase and share price. She is also NED at The Marketing Society and a Marketing Academy Fellow. 

  In this episode, Ellie shares her definition of empowerment, clear communications for your team, her reflections on her own leadership style, coaching skills, benefits of empowerment and how to set the culture in a new role. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Ellie (Tory) Norman | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #123. This episode is leadership skill on empowerment – a fundamental pillar of the Whole Marketer approach in order to create a wave of successful and fulfilled marketers. 

  Adopting empowerment as a leadership style means building the belief and confidence in the marketers in your care; giving them the clarity, control and confidence to make decisions independently, so they can contribute to and achieve goals. 

  Abby’s guest expert is Ellie Norman, a trailblazing marketing leader and Chief Communication Officer at Manchester United. Prior to this, Ellie’s roles included Virgin Media and Formula 1, where she was part of the exec team who grew it’s fanbase and share price. She is also NED at The Marketing Society and a Marketing Academy Fellow. 

  In this episode, Ellie shares her definition of empowerment, clear communications for your team, her reflections on her own leadership style, coaching skills, benefits of empowerment and how to set the culture in a new role. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Ellie (Tory) Norman | LinkedIn

  
  

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>e2cfd687-b557-4f3a-9aba-d7fdb0e7529cTue, 14 May 2024 07:00:00 +000035:08truefullMarketing magic with creative & media optimisationBayer's Global Head of Data Driven Marketing, Emre Acikel, has found the recipe for marketing magic by combining creative and media analysis and optimisation for better campaign performance.

  On the latest episode of the Shiny New Object Podcast, find out how he's increased marketing effectiveness, as well as why marketing leaders should never go far from the trenches and the power of continuing to build your skills.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Bayer's Global Head of Data Driven Marketing, Emre Acikel, has found the recipe for marketing magic by combining creative and media analysis and optimisation for better campaign performance.

  On the latest episode of the Shiny New Object Podcast, find out how he's increased marketing effectiveness, as well as why marketing leaders should never go far from the trenches and the power of continuing to build your skills.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>07812c87-345c-44bd-88fc-811995bdcde6Wed, 08 May 2024 11:19:00 +000027:51truefullThe Whole Marketer Ep122 - Representation with guest Nishma Patel RobbEpisode #122. Representation is the topic discussed in this episode, a skill for all marketers to ensure we are connecting and communicating with different people, groups and communities to truly reflect the world around us. 

  Joining Abby is her guest Nishma Patel Robb, Founder of Glittersphere, ex Senior Director of Brand and Reputation Marketing at Google UK. As a Founder, Speaker, Podcaster, President of WACL and fellowships with IPA and The Marketing Society, Nishma is on a mission to make our world as representative as it can be so all different types of people can be seen and accepted. 

  In this episode, Nishma shares her definition of representation, why it’s important, commercial benefits, social responsibility for marketers, curiosity, culture fit vs culture add, tips for discovering different people and cultures and going against the algorithm. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Nishma Patel Robb | LinkedIn

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #122. Representation is the topic discussed in this episode, a skill for all marketers to ensure we are connecting and communicating with different people, groups and communities to truly reflect the world around us. 

  Joining Abby is her guest Nishma Patel Robb, Founder of Glittersphere, ex Senior Director of Brand and Reputation Marketing at Google UK. As a Founder, Speaker, Podcaster, President of WACL and fellowships with IPA and The Marketing Society, Nishma is on a mission to make our world as representative as it can be so all different types of people can be seen and accepted. 

  In this episode, Nishma shares her definition of representation, why it’s important, commercial benefits, social responsibility for marketers, curiosity, culture fit vs culture add, tips for discovering different people and cultures and going against the algorithm. 

  Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Nishma Patel Robb | LinkedIn

  
  

  This episode is sponsored by Tracksuit 

  This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

  Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

  Visit gotracksuit.com to start your always-on brand tracking journey. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>54dcd8db-ed88-4896-a548-51565b45c5fdTue, 07 May 2024 07:00:00 +000047:29truefullThe Whole Marketer Ep121 - Psychological Biases with guest Richard ShottonEpisode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them. 

  Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy. 

  In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.  

  Plus his career highs and lows and advice for marketers of tomorrow. 

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Richard Shotton | LinkedIn

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them. 

  Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy. 

  In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.  

  Plus his career highs and lows and advice for marketers of tomorrow. 

  Host:  Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Richard Shotton | LinkedIn

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>8115f6a0-fb71-44db-a8b4-3f90eeee934dTue, 30 Apr 2024 07:00:00 +000037:23truefullBalancing the basics & transformation in data driven marketingFind out why Foundation & Transformation together move the needle for data driven marketers, from Global VP Digital & e-Commerce of Mars Pet Nutrition, Christina Rapsomanikis.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Find out why Foundation & Transformation together move the needle for data driven marketers, from Global VP Digital & e-Commerce of Mars Pet Nutrition, Christina Rapsomanikis.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>563af822-ac23-4d07-8f0f-062690dcd7feMon, 29 Apr 2024 09:06:00 +000026:31truefullSwitching from radio to digital through favourite contentDriving radio listeners to digital content is easy if you understand their drivers. For Idil Cakim, Senior Vice President, Research and Insights at Audacy, Inc., the key to doing so was combining creative and analytics with the unique sonic elements of her business.

  Tune in to the latest Shiny New Object Podcast to hear about audio and digital marketing and get Idil's top data driven marketing tips.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Driving radio listeners to digital content is easy if you understand their drivers. For Idil Cakim, Senior Vice President, Research and Insights at Audacy, Inc., the key to doing so was combining creative and analytics with the unique sonic elements of her business.

  Tune in to the latest Shiny New Object Podcast to hear about audio and digital marketing and get Idil's top data driven marketing tips.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>cc8b2c2b-9686-4cee-8d3c-d5c4b1926c37Tue, 23 Apr 2024 10:56:00 +000022:33truefullThe Whole Marketer Ep120 - Impact with guest Scott MorrisonEpisode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader. 

  Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.  

  Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including Diesel, Levi’s, Activision, W&K and Saatchi & Saatchi. As founder of The Boom, Scott works with ambitious leaders who want to create impact with pace with his Unblock, Unlock and Unleash approach to create movement and “business unusual”. 

  In this episode, Scott shares his definition of impactful leadership, positive disruption, boom and bust mindset, leadership fundamentals and barriers that prevent impactful leadership. Plus his career highs and lows (including an experience with Nelson Mandela) and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Scott Morrison FRSA | LinkedIn 

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  ]]>Episode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader. 

  Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.  

  Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including Diesel, Levi’s, Activision, W&K and Saatchi & Saatchi. As founder of The Boom, Scott works with ambitious leaders who want to create impact with pace with his Unblock, Unlock and Unleash approach to create movement and “business unusual”. 

  In this episode, Scott shares his definition of impactful leadership, positive disruption, boom and bust mindset, leadership fundamentals and barriers that prevent impactful leadership. Plus his career highs and lows (including an experience with Nelson Mandela) and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Scott Morrison FRSA | LinkedIn 

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  ]]>c753fc5b-55b2-424b-b3b0-71dd0c1be0cfTue, 23 Apr 2024 07:00:00 +000043:05truefullHoning in on the ‘S’ of E S G – a critical component of the sustainability journey with Beth Knight, Social Impact and Sustainability DirectorHoning in on the ‘S’ of E S G – a critical component of the sustainability journey

  ESG – environmental, social, governance, a subject that has been an increasing topic of debate and discussion, but what about the S?

  In this episode we speak to Beth Knight, a leading figure in social impact and sustainability, with over 15 years’ experience in purpose-led business transformation – Beth shares incredible insights as we take a deeper diver into the ‘S’ for social - an area that, whilst often the least talked about, is critical for key stakeholders (employees, customers, communities) who are looking to gauge whether they want to engage.

  With information being more accessible, people are more vocal, and therefore, it is no longer enough for organisations to simply broadcast messages that stakeholders take at face value, without question.

  Beth speaks about the rise of data and sentiment monitoring to understand if your brand is doing well beyond the campaigns and how looking at the full health of your organisation is now a critical part the sustainability journey.

  We discuss the challenges faced by large corporations who have teams dedicated to ESG and sustainability and Beth shares some insightful ‘hacks’ for SMEs who perhaps don’t have the resources, but need to start or accelerate their journeys.

  Beth’s commitment to making a positive impact is unwavering – and with her wealth of experience, we could have picked Beth’s brains for hours – so many insights and examples.

  Tune in to hear Beth talk about:

  • How we raise the profile of the S in ESG?
  • The acceleration of the social impact conversation and the opportunities that align with that social side.
  • How we advance the conversations and narrative both internally and externally.
  • The importance of understanding the materiality assessment of an organisation and the social impact indicators within that.
  • How as a Marketer you should be helping your organisation plan how you're going to proactively engage with key stakeholders on the ‘Social’ topics.
  • The challenges being faced by SMEs and the ‘hacks’ to navigate them.
  • The role of Social Marketing (not to be confused with social media marketing) in educating, driving awareness and changing behaviours.
  
  

  For more information about Beth Knight - you can visit her site.

  Enjoy…

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>Honing in on the ‘S’ of E S G – a critical component of the sustainability journey

  ESG – environmental, social, governance, a subject that has been an increasing topic of debate and discussion, but what about the S?

  In this episode we speak to Beth Knight, a leading figure in social impact and sustainability, with over 15 years’ experience in purpose-led business transformation – Beth shares incredible insights as we take a deeper diver into the ‘S’ for social - an area that, whilst often the least talked about, is critical for key stakeholders (employees, customers, communities) who are looking to gauge whether they want to engage.

  With information being more accessible, people are more vocal, and therefore, it is no longer enough for organisations to simply broadcast messages that stakeholders take at face value, without question.

  Beth speaks about the rise of data and sentiment monitoring to understand if your brand is doing well beyond the campaigns and how looking at the full health of your organisation is now a critical part the sustainability journey.

  We discuss the challenges faced by large corporations who have teams dedicated to ESG and sustainability and Beth shares some insightful ‘hacks’ for SMEs who perhaps don’t have the resources, but need to start or accelerate their journeys.

  Beth’s commitment to making a positive impact is unwavering – and with her wealth of experience, we could have picked Beth’s brains for hours – so many insights and examples.

  Tune in to hear Beth talk about:

  • How we raise the profile of the S in ESG?
  • The acceleration of the social impact conversation and the opportunities that align with that social side.
  • How we advance the conversations and narrative both internally and externally.
  • The importance of understanding the materiality assessment of an organisation and the social impact indicators within that.
  • How as a Marketer you should be helping your organisation plan how you're going to proactively engage with key stakeholders on the ‘Social’ topics.
  • The challenges being faced by SMEs and the ‘hacks’ to navigate them.
  • The role of Social Marketing (not to be confused with social media marketing) in educating, driving awareness and changing behaviours.
  
  

  For more information about Beth Knight - you can visit her site.

  Enjoy…

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>0389d1ec-b716-4721-8237-dd72aa9a3c7dMon, 22 Apr 2024 10:37:00 +000047:17truefull7979Why organisations need to align sales and marketingAlthough alignment between sales and marketing functions seems a no brainer, most organisations fail to do it and miss out on enhancing their creative effectiveness, says Patrick Janssen, Partner Marketing Manager at Cisco. Listen to his interview on the Shiny New Object Podcast to learn more cohesion between business units and the advantages this can bring to your marketing strategy and execution.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Although alignment between sales and marketing functions seems a no brainer, most organisations fail to do it and miss out on enhancing their creative effectiveness, says Patrick Janssen, Partner Marketing Manager at Cisco. Listen to his interview on the Shiny New Object Podcast to learn more cohesion between business units and the advantages this can bring to your marketing strategy and execution.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>542aef59-81a8-4791-a1a1-b2afad2752bfTue, 16 Apr 2024 14:25:00 +000022:14truefullThe Whole Marketer Ep119 - Buy-in with guest Rachael WheatleyEpisode #119. Gaining buy-in is the soft skill, leadership and personal understanding topic of today’s podcast. 

  Gaining buy-in is a critical skill for marketers, particularly as marketing moves from a support function to one leading the long-term commercial agenda – gaining buy-in and alignment on our strategy and vision is imperative to gain support, investment and resource from the Board to bring these plans to life. 

  Joining Abby to discuss how marketers approach gaining buy-in is Rachael Wheatley, MD of Watertight Business Thinking. As a strategist, planner, trainer, mentor and coach with 35 years in the marketing profession, Rachael is passionate about marketing-centred business transformation. 

  In this episode, Rachael shares her definition of buy-in (both for the marketing function and for individuals), the 2 key challenges marketers need to overcome and finding allies. Plus Rachael’s career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Rachael Wheatley | LinkedIn

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #119. Gaining buy-in is the soft skill, leadership and personal understanding topic of today’s podcast. 

  Gaining buy-in is a critical skill for marketers, particularly as marketing moves from a support function to one leading the long-term commercial agenda – gaining buy-in and alignment on our strategy and vision is imperative to gain support, investment and resource from the Board to bring these plans to life. 

  Joining Abby to discuss how marketers approach gaining buy-in is Rachael Wheatley, MD of Watertight Business Thinking. As a strategist, planner, trainer, mentor and coach with 35 years in the marketing profession, Rachael is passionate about marketing-centred business transformation. 

  In this episode, Rachael shares her definition of buy-in (both for the marketing function and for individuals), the 2 key challenges marketers need to overcome and finding allies. Plus Rachael’s career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Rachael Wheatley | LinkedIn

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>57b5d689-5f9e-480b-8ca1-14c9ef5f8e8bTue, 16 Apr 2024 10:30:00 +000029:33truefullUnpacking the Action - Intention Gap with Sandy Skees, Purpose and Impact Global Lead, Porter Novell“Be the voice of the consumer who wants to do more.”

  ESG – environmental, social and growth, (yep you read that right), growth rather than governance. We absolutely loved that take from Sandy Skees, Purpose and Impact Global Lead at Porter Novelli. We’ve wanted to talk to Sandy for some time since we came across their research on the ‘Intention – Action Gap - the ‘Rise of the Conscious Consumer’, when writing ‘Can Marketing Save the Planet - 101 Ways to use Sustainable Marketing as a Force for Good’.

  This particular piece of research looks at people’s willingness to adopt changes to their behaviours, and not just by purchasing ‘green’ products. Sandy shares example after example of the significant shifts that are happening with consumer appetite and behaviour - shifts which are some of the biggest indicators yet that things are starting to change, and quickly.

  Tune in and listen as Sandy shares many fascinating insights from the data and research and, her vast knowledge and decades of experience in this space. You’ll learn:

  • What the pressure points are in driving new mindsets.
  • What Marketers need to do and why a focus on culture change is critical.
  • Why one of the most important roles of business is to change societal behaviours and how communication is the most powerful way of doing this.
  • Why communication has to be intentional.
  • What is holding brands back.
  • What some of the biggest challenges facing marketers are.
  
  

  For more information about Sandy Skees - you can visit her site.

  To view the research The Gap Between Say and Do - see here.

  Enjoy…

  ]]>“Be the voice of the consumer who wants to do more.”

  ESG – environmental, social and growth, (yep you read that right), growth rather than governance. We absolutely loved that take from Sandy Skees, Purpose and Impact Global Lead at Porter Novelli. We’ve wanted to talk to Sandy for some time since we came across their research on the ‘Intention – Action Gap - the ‘Rise of the Conscious Consumer’, when writing ‘Can Marketing Save the Planet - 101 Ways to use Sustainable Marketing as a Force for Good’.

  This particular piece of research looks at people’s willingness to adopt changes to their behaviours, and not just by purchasing ‘green’ products. Sandy shares example after example of the significant shifts that are happening with consumer appetite and behaviour - shifts which are some of the biggest indicators yet that things are starting to change, and quickly.

  Tune in and listen as Sandy shares many fascinating insights from the data and research and, her vast knowledge and decades of experience in this space. You’ll learn:

  • What the pressure points are in driving new mindsets.
  • What Marketers need to do and why a focus on culture change is critical.
  • Why one of the most important roles of business is to change societal behaviours and how communication is the most powerful way of doing this.
  • Why communication has to be intentional.
  • What is holding brands back.
  • What some of the biggest challenges facing marketers are.
  
  

  For more information about Sandy Skees - you can visit her site.

  To view the research The Gap Between Say and Do - see here.

  Enjoy…

  ]]>0dde9369-92c7-4d20-b826-d54398b5a452Tue, 09 Apr 2024 16:59:00 +000038:57truefull7878AI & Content Creation for All MarketersBimbo Bakeries USA's Senior Director of Media, Analytics and Content, Marie Casimir Fallon, believes in the power of AI to boost capabilities for low-budget marketing leaders. She also admires its ability to help us brainstorm new and exciting ideas to life.

  On the latest Shiny New Object Podcast episode, hear how Marie uses AI, as well as her advice for investing in your career and utilising data for creative effectiveness.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Bimbo Bakeries USA's Senior Director of Media, Analytics and Content, Marie Casimir Fallon, believes in the power of AI to boost capabilities for low-budget marketing leaders. She also admires its ability to help us brainstorm new and exciting ideas to life.

  On the latest Shiny New Object Podcast episode, hear how Marie uses AI, as well as her advice for investing in your career and utilising data for creative effectiveness.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>80f54ce1-050d-4cf4-9966-7a490f21dc05Tue, 09 Apr 2024 10:24:00 +000024:35truefullUnofficial Partner - Cause and Effect: Sponsorship's Attribution ProblemCause and effect. If this then that. Attribution is the holy grail of marketing. The quest to provide evidence of the impact of a sports sponsorship on the sponsor's business.

  The digital era was supposed to solve this puzzle. But it might have made it worse.

  To discuss this big question are Tom Smith and Charlie Boss.

  Tom is Chief Product Officer at Datapowa, the sponsorship analytics company. You'll hear him reference datapowa VENN, which measures customer acquisition by securely matching partners' first-party audience datasets. You can contact the company here for more info on that.

  Charlie is Chief Commercial Officer at Southampton Football Club, having previously held senior positions at The Jockey Club and ESPN-Disney.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  ]]>Cause and effect. If this then that. Attribution is the holy grail of marketing. The quest to provide evidence of the impact of a sports sponsorship on the sponsor's business.

  The digital era was supposed to solve this puzzle. But it might have made it worse.

  To discuss this big question are Tom Smith and Charlie Boss.

  Tom is Chief Product Officer at Datapowa, the sponsorship analytics company. You'll hear him reference datapowa VENN, which measures customer acquisition by securely matching partners' first-party audience datasets. You can contact the company here for more info on that.

  Charlie is Chief Commercial Officer at Southampton Football Club, having previously held senior positions at The Jockey Club and ESPN-Disney.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  ]]>4cebebfa-965b-44ba-88d7-a7a87fd3b086Fri, 05 Apr 2024 15:04:00 +000050:48truefullTaking TV insights into data-driven marketingUnderstanding why we love TV characters can show us how we need to relate to consumers, according to Jeremy Nye, Senior Insight Manager, Global at Just Eat Takeaway.com.

  Tune in to the latest Shiny New Object podcast to find out how going offline and talking to people, unfiltered, can improve marketing and unlock creative value.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Understanding why we love TV characters can show us how we need to relate to consumers, according to Jeremy Nye, Senior Insight Manager, Global at Just Eat Takeaway.com.

  Tune in to the latest Shiny New Object podcast to find out how going offline and talking to people, unfiltered, can improve marketing and unlock creative value.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>14a9f052-feda-4a85-9e1c-8ce2c6f3b395Tue, 02 Apr 2024 15:43:00 +000023:11truefullDistilling the future of marketing with Diageo insightsDiageo's Chief Innovation Officer, Mark Sandys, talks about the brand's Distilled report about future consumer behaviour trends on the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Diageo's Chief Innovation Officer, Mark Sandys, talks about the brand's Distilled report about future consumer behaviour trends on the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>5fd4810e-6822-48dd-b425-c3fb2d26188dWed, 27 Mar 2024 13:28:00 +000035:31truefullThe Whole Marketer Ep118 - Challenger brands with guest Kerttu InkeroinenEpisode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed. 

  Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive. 

  Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards. 

  In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kerttu Inkeroinen | LinkedIn

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed. 

  Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive. 

  Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards. 

  In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Kerttu Inkeroinen | LinkedIn

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>a0e5d5df-0e58-4df2-b9aa-34305ff2195dTue, 26 Mar 2024 07:00:00 +000029:13truefullSerious about social impact - How small changes open to the door to bigger impacts - Chris Baker, CEO Serious Tissues“If you can change how people spend their money, you can change the world.”

  Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues.

  With behavioural science sitting behind so many successful business models Chris talks to us about his experience across a number of social impact businesses and initiatives that he is involved with, and how a simple switch can make such a positive impact.

  You’ll hear us discuss the growing momentum behind sustainable toilet rolls and tissues both within B2B and B2C, bamboo vs. recycled paper and the challenges and opportunities that he is currently seeing. We discuss Chris’s upcoming book exploring social impact and how it’s becoming more fundamental than ever for organisations, the rise of impact investing and how doing good is becoming a competitive advantage. Chris talks about the journey writing his book took him on as he spoke to multiple change brands working towards securing a more sustainable future. Chris shares so many examples, this episode will leave your minds brimming with ideas and inspiration.

  Join us as we talk to Chris about:

  • Social marketing and behavioural science and why they’re at the forefront of driving commercial and social good.
  • The challenges of changing behaviours and the approaches you can take.
  • How little changes add up and can open the door to bigger lifestyle changes.
  • When it comes to change, the need to look at what you are doing through the lens of opportunity – and framing them as such, as opposed to a threat.
  • The intriguing concept of disrupting from within.
  • The need to put the right metrics behind innovation to avoid setting it up to fail from the get go.
  • The rise of impact investing and how it can scale the good.
  
  

  For more information about Serious Tissues https://serioustissues.com/

  And to tune in to hear Chris talking about the latest Which report about ‘loo roll’, provenance and greenwashing tune in here. (You can connect with him on LinkedIn there too!).

  Enjoy…

  ]]>“If you can change how people spend their money, you can change the world.”

  Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues.

  With behavioural science sitting behind so many successful business models Chris talks to us about his experience across a number of social impact businesses and initiatives that he is involved with, and how a simple switch can make such a positive impact.

  You’ll hear us discuss the growing momentum behind sustainable toilet rolls and tissues both within B2B and B2C, bamboo vs. recycled paper and the challenges and opportunities that he is currently seeing. We discuss Chris’s upcoming book exploring social impact and how it’s becoming more fundamental than ever for organisations, the rise of impact investing and how doing good is becoming a competitive advantage. Chris talks about the journey writing his book took him on as he spoke to multiple change brands working towards securing a more sustainable future. Chris shares so many examples, this episode will leave your minds brimming with ideas and inspiration.

  Join us as we talk to Chris about:

  • Social marketing and behavioural science and why they’re at the forefront of driving commercial and social good.
  • The challenges of changing behaviours and the approaches you can take.
  • How little changes add up and can open the door to bigger lifestyle changes.
  • When it comes to change, the need to look at what you are doing through the lens of opportunity – and framing them as such, as opposed to a threat.
  • The intriguing concept of disrupting from within.
  • The need to put the right metrics behind innovation to avoid setting it up to fail from the get go.
  • The rise of impact investing and how it can scale the good.
  
  

  For more information about Serious Tissues https://serioustissues.com/

  And to tune in to hear Chris talking about the latest Which report about ‘loo roll’, provenance and greenwashing tune in here. (You can connect with him on LinkedIn there too!).

  Enjoy…

  ]]>9daff83f-1790-4f5e-ac23-cf48b5ee6301Mon, 25 Mar 2024 10:14:00 +000059:46truefull7777Unofficial Partner -Good energy? The sponsor powering Luton's Premier League storyYou might know Utilita Energy from the front of Luton Town's shirt, the journey of the newly promoted club is one of the stories of the Premier League season.

  But there's so much more to the company than that.

  Luton and Utilita have partnered since 2015, back when the club was still in the fourth tier, becoming front-of-shirt sponsor in February 2022.

  It is just one part of a comprehensive and wide ranging sponsorship strategy that uses football to educate fans and club owners about how to tackle energy poverty.

  Our guest is Jem Maidment chief marketing officer of Utilita Energy .

  Joining Jem is Shaun Whatling of Redmandarin, as we unpick the strategy that drives one of football's most prolific and innovative sponsors. 

  This podcast is sponsored by SportAccord World Sport and Business Summit, which is taking place in the UK this year at Birmingham’s ICC. From 7 to 11 April global leaders and senior execs from over 125 International Sport Federations, the IOC, rights holders, professional leagues, host cities and major event organising committees from all continents will be meeting to make decisions that will shape the future of sport. With a thought-provoking conference programme, busy exhibition and a host of networking events, evening receptions and cultural activities SportAccord is your chance to organise a year’s worth of meetings in a week with executives from across the global sport ecosystem. With senior execs from FIBA to FORTNITE, from FIA to Kansas City Chiefs don’t miss the chance to rub shoulders with the worlds sports and business leaders.

  SportAccord are offering Unofficial Partner listeners a discount of 10%, just click on this link to get your Unofficial Partner 10% discount.

  More information at sportaccord.sport

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  ]]>You might know Utilita Energy from the front of Luton Town's shirt, the journey of the newly promoted club is one of the stories of the Premier League season.

  But there's so much more to the company than that.

  Luton and Utilita have partnered since 2015, back when the club was still in the fourth tier, becoming front-of-shirt sponsor in February 2022.

  It is just one part of a comprehensive and wide ranging sponsorship strategy that uses football to educate fans and club owners about how to tackle energy poverty.

  Our guest is Jem Maidment chief marketing officer of Utilita Energy .

  Joining Jem is Shaun Whatling of Redmandarin, as we unpick the strategy that drives one of football's most prolific and innovative sponsors. 

  This podcast is sponsored by SportAccord World Sport and Business Summit, which is taking place in the UK this year at Birmingham’s ICC. From 7 to 11 April global leaders and senior execs from over 125 International Sport Federations, the IOC, rights holders, professional leagues, host cities and major event organising committees from all continents will be meeting to make decisions that will shape the future of sport. With a thought-provoking conference programme, busy exhibition and a host of networking events, evening receptions and cultural activities SportAccord is your chance to organise a year’s worth of meetings in a week with executives from across the global sport ecosystem. With senior execs from FIBA to FORTNITE, from FIA to Kansas City Chiefs don’t miss the chance to rub shoulders with the worlds sports and business leaders.

  SportAccord are offering Unofficial Partner listeners a discount of 10%, just click on this link to get your Unofficial Partner 10% discount.

  More information at sportaccord.sport

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  ]]>599b3ed1-bf5c-4665-bf74-dab3f900282dTue, 19 Mar 2024 16:11:00 +000052:18truefullB2B Marketing Innovation For Future Creative SuccessUber for Business' Marketing Director for EMEA & APAC, Victoria Kerr, shares why she believes B2B marketing is capitalising on B2C innovations to become more exciting and effective than ever.

  Find out about the B2B push & pull approach and more data driven marketing tips on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Uber for Business' Marketing Director for EMEA & APAC, Victoria Kerr, shares why she believes B2B marketing is capitalising on B2C innovations to become more exciting and effective than ever.

  Find out about the B2B push & pull approach and more data driven marketing tips on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>25efa9b2-8098-4c92-a732-fabb75bf432eTue, 19 Mar 2024 10:05:00 +000018:08truefullThe Whole Marketer Ep117 - Inclusive leadership with guest David McQueenEpisode #117. Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.  

  David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their organisations. 

  In this episode, David discusses important issues for inclusive leadership, awareness of who is impacted and influenced by your decisions, systemic leadership, cultural shifts and his advice for marketers. 

  Plus the principle of his book, written through the lens of a coach giving the reader the tools and models in order to make leadership choices.

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: david mcqueen | LinkedIn 

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market  

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #117. Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.  

  David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their organisations. 

  In this episode, David discusses important issues for inclusive leadership, awareness of who is impacted and influenced by your decisions, systemic leadership, cultural shifts and his advice for marketers. 

  Plus the principle of his book, written through the lens of a coach giving the reader the tools and models in order to make leadership choices.

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: david mcqueen | LinkedIn 

  
  

  This episode is sponsored by Stickybeak 

  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market  

  Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work. 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>d300c5bb-5837-4705-bce9-6b6f99cdd407Tue, 19 Mar 2024 07:00:00 +000034:51truefullUncover channel-less marketing for better audience targetingIn the latest episode of the Shiny New Object podcast, Natalia Horvath, former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, explores the intersection of analog and digital marketing and tells us why channel-less strategies are the future.

  Find out why human connections and biology should guide marketers, why we need to stay culturally unbiased, and how to leverage data driven marketing strategies to deliver hyper-personalisation.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>In the latest episode of the Shiny New Object podcast, Natalia Horvath, former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, explores the intersection of analog and digital marketing and tells us why channel-less strategies are the future.

  Find out why human connections and biology should guide marketers, why we need to stay culturally unbiased, and how to leverage data driven marketing strategies to deliver hyper-personalisation.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>9e22d3a2-93c5-47b4-a660-600365a97522Tue, 12 Mar 2024 10:49:00 +000020:17truefullThe Whole Marketer Ep116 - Responsiveness with guest Anna HenwoodEpisode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace.

  A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs. 

  Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable, real-time feedback on their marketing activity so they can act with pace. 

  In this episode, Anna shares her definition of responsiveness, getting information quickly to make decisions, benefits of a responsive culture, growth mindset, and curiosity and safety to speak up. 

  Plus, Anna shares her experience of responding to lockdown whilst at Les Mills, her career highs and lows and her advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Anna Henwood | LinkedIn

  Stickybeak: Overview | LinkedIn

  Stickybeak (@stickybeak__) • Instagram photos and videos

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace.

  A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs. 

  Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable, real-time feedback on their marketing activity so they can act with pace. 

  In this episode, Anna shares her definition of responsiveness, getting information quickly to make decisions, benefits of a responsive culture, growth mindset, and curiosity and safety to speak up. 

  Plus, Anna shares her experience of responding to lockdown whilst at Les Mills, her career highs and lows and her advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Anna Henwood | LinkedIn

  Stickybeak: Overview | LinkedIn

  Stickybeak (@stickybeak__) • Instagram photos and videos

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>8ec1b990-5362-4e2d-8177-5e34a0a6e50eTue, 12 Mar 2024 07:00:00 +000028:55truefullInsects - The future of sustainable food for our pets? with Alessandro Di Trapani, CoFounder and CEO, Grub ClubDid you know that 20% of the world's fish and meat is consumed by our pets?

  We didn’t… and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact.

  Food security, the impact of food production and what we eat is an area of significant focus when it comes to wellbeing for all and transitioning to a sustainable future - something we cannot afford to ignore when considering food consumption for humans, but what about our beloved pets?

  We invited Alessandro Di Trapani from Grub Club onto the Can Marketing Save the Planet podcast to dive into this very subject and find out more about their insect based pet food products, the benefits to pets (and the planet) and, the important role marketing plays in the narrative and behaviour change around insect based food.

  We learnt so much in this episode so tune in to hear about:

  • The only real way to drive sustainable change is to change where people spend their money. And, how we need to provide people with the options to drive change.
  • Why having a vision and a belief in what you do can allow you to shake up an industry.
  • Marginal and incremental steps to being more sustainable is so important and can drive real progress.
  • How Grub Club has approached changing the narrative and telling their story which is key to overcoming some of the challenges both in terms of educating people, and changing mindsets which then leads to behaviour change.
  • The importance of staying close to your customer - how to drive loyalty when building a community through wrapping a service around your products.
  • Addressing the challenges of transparency, price points and education.
  • Why creativity is so important in telling your story and how Grub Club try new ways and, channels. 
  
  

  For more information about Grub Club visit https://mygrubclub.com/

  And connect with Alessandro via LinkedIn here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>Did you know that 20% of the world's fish and meat is consumed by our pets?

  We didn’t… and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact.

  Food security, the impact of food production and what we eat is an area of significant focus when it comes to wellbeing for all and transitioning to a sustainable future - something we cannot afford to ignore when considering food consumption for humans, but what about our beloved pets?

  We invited Alessandro Di Trapani from Grub Club onto the Can Marketing Save the Planet podcast to dive into this very subject and find out more about their insect based pet food products, the benefits to pets (and the planet) and, the important role marketing plays in the narrative and behaviour change around insect based food.

  We learnt so much in this episode so tune in to hear about:

  • The only real way to drive sustainable change is to change where people spend their money. And, how we need to provide people with the options to drive change.
  • Why having a vision and a belief in what you do can allow you to shake up an industry.
  • Marginal and incremental steps to being more sustainable is so important and can drive real progress.
  • How Grub Club has approached changing the narrative and telling their story which is key to overcoming some of the challenges both in terms of educating people, and changing mindsets which then leads to behaviour change.
  • The importance of staying close to your customer - how to drive loyalty when building a community through wrapping a service around your products.
  • Addressing the challenges of transparency, price points and education.
  • Why creativity is so important in telling your story and how Grub Club try new ways and, channels. 
  
  

  For more information about Grub Club visit https://mygrubclub.com/

  And connect with Alessandro via LinkedIn here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>0d1851be-9ccd-4780-bf1b-6734b6891a90Mon, 11 Mar 2024 16:04:00 +000041:40truefull7676Marketing, AI, and globalised points of viewFor Grant McKenzie, CMO of Asahi Europe & International, AI is a ticket to getting “back to the good stuff” in marketing. It enables day-to-day work to be set aside for marketers to focus on more profound outputs and on the work that will make their brand stand out.

  On the latest episode of the Shiny New Object, find out how multilingualism makes you a better marketer, why you need to be better than AI, and how marketers are too much like one another - plus AI marketing tips!

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>For Grant McKenzie, CMO of Asahi Europe & International, AI is a ticket to getting “back to the good stuff” in marketing. It enables day-to-day work to be set aside for marketers to focus on more profound outputs and on the work that will make their brand stand out.

  On the latest episode of the Shiny New Object, find out how multilingualism makes you a better marketer, why you need to be better than AI, and how marketers are too much like one another - plus AI marketing tips!

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>1f91bb05-4866-4f57-9dc4-f3386c454871Tue, 05 Mar 2024 11:32:00 +000026:20truefullBehind the Awards | Cristina Diezhandino, Inspirational Marketing Leader of the YearFollowing the presentation of Inspirational Marketing Leader of the Year at our Annual Dinner in 2023, Cristina Diezhandino, Diageo's Chief Marketing Officer is joined by David Muldoon, Vice President, Strategic Advisory at MediaLink.

  Cristina discusses her career journey and experience working with global brands across different markets and provides insights into Diageo's approach to marketing, innovation, and digital transformation for iconic spirit brands.

  Key topics include embracing change and new ways of doing things, purpose-driven branding, diversity and inclusion, AI, and more.

  Find out more about The Marketing Society Awards here https://www.marketingsociety.com/awards

  ]]>Following the presentation of Inspirational Marketing Leader of the Year at our Annual Dinner in 2023, Cristina Diezhandino, Diageo's Chief Marketing Officer is joined by David Muldoon, Vice President, Strategic Advisory at MediaLink.

  Cristina discusses her career journey and experience working with global brands across different markets and provides insights into Diageo's approach to marketing, innovation, and digital transformation for iconic spirit brands.

  Key topics include embracing change and new ways of doing things, purpose-driven branding, diversity and inclusion, AI, and more.

  Find out more about The Marketing Society Awards here https://www.marketingsociety.com/awards

  ]]>da1c23e4-d261-4d6f-a32e-d1359d641cf4Wed, 28 Feb 2024 14:02:00 +000028:16truefull33Diving into data & boosting marketing curiosity with AITina Tonielli, US and North American Lead, Consumer and Business Insights and Analytics, at Haleon, talks about balancing automation and manual data analysis, using AI as a supercharger for curiosity, and preparing for an uncertain future on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  ]]>Tina Tonielli, US and North American Lead, Consumer and Business Insights and Analytics, at Haleon, talks about balancing automation and manual data analysis, using AI as a supercharger for curiosity, and preparing for an uncertain future on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  ]]>ef503e76-cdd5-4606-a9d7-824b09761ed7Tue, 27 Feb 2024 13:18:00 +000029:41truefullEpisode 1: The power of entrepreneurial thinking for brands:Welcome to our new series: The power of entrepreneurial thinking for brands, hosted by The Marketing Society member Ruth Fittock.

  Episode 1

  This episode explores how entrepreneurial thinking, or challenging the best of start-up energy, can benefit any brand, whatever the size

  Start ups are having a real moment in the spotlight- agile, fast and able to take big risks without fear of damaging a legacy brand, they are everything that big brands aren’t and can’t be

  But is that true? What if ‘start-up’ is a mindset, one big business can implement too to ensure they are ever evolving to meet the needs and demands of their consumer?

  Discussing the benefits of entrepreneurial thinking and the principles that can benefit any brand today are Ruth Fittock and Carly Osman Holme.

  Ruth is a fractional Marketing Director who has worked with some of the UK’s most exciting FMCG start ups and scale ups, including Vitaminwater, Popchips and most recently snack start up Simply Roasted Crisps

  Carly works with brands to unlock and implement challenger brand thinking, she has worked with some of the biggest brands in the world including Coca-Cola and Nestle, through to startups with nothing more than a brilliant idea.

  Host: Ruth Fittock, Linkedin

  Guest: Carly Osman Home, Linkedin

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>Welcome to our new series: The power of entrepreneurial thinking for brands, hosted by The Marketing Society member Ruth Fittock.

  Episode 1

  This episode explores how entrepreneurial thinking, or challenging the best of start-up energy, can benefit any brand, whatever the size

  Start ups are having a real moment in the spotlight- agile, fast and able to take big risks without fear of damaging a legacy brand, they are everything that big brands aren’t and can’t be

  But is that true? What if ‘start-up’ is a mindset, one big business can implement too to ensure they are ever evolving to meet the needs and demands of their consumer?

  Discussing the benefits of entrepreneurial thinking and the principles that can benefit any brand today are Ruth Fittock and Carly Osman Holme.

  Ruth is a fractional Marketing Director who has worked with some of the UK’s most exciting FMCG start ups and scale ups, including Vitaminwater, Popchips and most recently snack start up Simply Roasted Crisps

  Carly works with brands to unlock and implement challenger brand thinking, she has worked with some of the biggest brands in the world including Coca-Cola and Nestle, through to startups with nothing more than a brilliant idea.

  Host: Ruth Fittock, Linkedin

  Guest: Carly Osman Home, Linkedin

  Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

  ]]>99d8527c-c82f-4158-ac82-02605f6f85f3Thu, 22 Feb 2024 09:00:00 +000023:44truefullData deep dive: Choosing what's relevant & avoiding shiny new objectsIncorporating data into marketing strategies is crucial. However, is every piece of data valuable for growth, and what frameworks and methodologies must marketers implement to excel in this domain? Nendra van Wielink-Mohamed, the Associate Director of GCOE Global Media at the Kraft Heinz Company, emphasises the importance of sifting through the wealth of data we have access to today, while also steering clear of too many "shiny new objects."

  Listen to Nendra's top data driven marketing tips on the latest episode of the Shiny New Object Podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Incorporating data into marketing strategies is crucial. However, is every piece of data valuable for growth, and what frameworks and methodologies must marketers implement to excel in this domain? Nendra van Wielink-Mohamed, the Associate Director of GCOE Global Media at the Kraft Heinz Company, emphasises the importance of sifting through the wealth of data we have access to today, while also steering clear of too many "shiny new objects."

  Listen to Nendra's top data driven marketing tips on the latest episode of the Shiny New Object Podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>76744830-b671-46ee-b544-97e524e63a87Tue, 20 Feb 2024 15:41:00 +000022:03truefullUnofficial Partner - The Buy Side - MoneyGram and F1The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

  Our guest is David Paro, Head of Global Sponsorships at MoneyGram, the financial services company which became the title sponsor of the HaasF1 team in 2022. 

  So this is a conversation that takes us inside the business of Formula One, the sponsor's view of Drive To Survive, superstar drivers and team principals as well as marketing return on investment, strategy and the future of the finance and bank category, one of sport's biggest funders.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights.  

  Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

  Our guest is David Paro, Head of Global Sponsorships at MoneyGram, the financial services company which became the title sponsor of the HaasF1 team in 2022. 

  So this is a conversation that takes us inside the business of Formula One, the sponsor's view of Drive To Survive, superstar drivers and team principals as well as marketing return on investment, strategy and the future of the finance and bank category, one of sport's biggest funders.

  The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights.  

  Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.

  Learn more at KORESoftware.com or follow them LinkedIn or Twitter. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>d327062c-191a-4561-96ba-0bb1303cbc89Tue, 20 Feb 2024 14:04:00 +000049:58truefullThe Whole Marketer Ep115 - Marketing Effectiveness with guest Dr Grace KiteEpisode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business. 

  Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow. 

  In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers. 

  Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dr Grace Kite | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business. 

  Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow. 

  In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers. 

  Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Dr Grace Kite | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>7370b80a-acc4-491f-ae8b-620a614d8f3fTue, 20 Feb 2024 07:00:00 +000041:54truefullTune out the data noise thanks to a creative compassMarketers have access too excessive data and this can lead to ineffective approaches and lack of decision making that drives results. This is why Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, employs her own creative compass to increase creative effectiveness.

  Find out why this is Anna's Shiny New Object and how to incorporate it in your own marketing projects on the latest podcast episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Marketers have access too excessive data and this can lead to ineffective approaches and lack of decision making that drives results. This is why Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, employs her own creative compass to increase creative effectiveness.

  Find out why this is Anna's Shiny New Object and how to incorporate it in your own marketing projects on the latest podcast episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>acba391f-4416-4e12-9f0b-da5b51d124edTue, 13 Feb 2024 11:26:00 +000027:59truefullThe Whole Marketer Ep114 - Work/life balance with guest Katie MartinEpisode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole. 

  A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.  

  Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider. 

  In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help. 

  Plus the work/life culture at Innocent and career highs and lows. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Katie (White) Martin | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole. 

  A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.  

  Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider. 

  In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help. 

  Plus the work/life culture at Innocent and career highs and lows. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Katie (White) Martin | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>afcf2476-54c9-471b-a9de-1c5d34d47633Tue, 13 Feb 2024 10:15:00 +000033:24truefullUnofficial Partner - If Netflix Ran SportErin Ruane was vice president of content acquisition at Netflix for more than a decade, participating in the formulation and execution of the company’s strategy, from the launch of the streaming service, international, pricing and culture. Her responsibilities included negotiating and managing all studio relationships, over $350 million in annual spend. 

  Joining Erin is Claire Kelly, General Manager of Gemba Europe. Gemba is a strategy consultancy for the Sport & Entertainment industry, driven by data to support rightsholders and brands grow fans, deepen engagement and achieve their commercial goals.

  Topics include Netflix's recent ten year $5billion deal with WWE and the lessons for the sports industry to be gleaned from Netflix and Disney.

  You can hear our previous episode - If Tesco Ran Sport - in the archives. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>Erin Ruane was vice president of content acquisition at Netflix for more than a decade, participating in the formulation and execution of the company’s strategy, from the launch of the streaming service, international, pricing and culture. Her responsibilities included negotiating and managing all studio relationships, over $350 million in annual spend. 

  Joining Erin is Claire Kelly, General Manager of Gemba Europe. Gemba is a strategy consultancy for the Sport & Entertainment industry, driven by data to support rightsholders and brands grow fans, deepen engagement and achieve their commercial goals.

  Topics include Netflix's recent ten year $5billion deal with WWE and the lessons for the sports industry to be gleaned from Netflix and Disney.

  You can hear our previous episode - If Tesco Ran Sport - in the archives. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>52b0e82f-d39f-4cdf-b699-4ff3ac660521Fri, 09 Feb 2024 14:50:00 +000001:21:37truefull7575Investing in Biodiversity is a Competitive Opportunity with Gavin Sheppard and Rob Cheesewright, PinwheelWhen you view something as a competitive opportunity, you look at it totally differently - how can we go above and beyond? How can we get a real angle on this? How can we bring people with us along this process?

  We’ve had a bit of a focus or mini-series on biodiversity and nature over the last few episodes of Can Marketing Save the Planet because it is so so critical that we start to understand, talk about and most importantly take action in reducing, removing and restoring the damage that we (business and society) are doing to the environment.

  So, we were delighted when Gavin and Rob over at Pinwheel agreed to come back on the podcast to talk about the solutions and actions that are available today that businesses can make part of their sustainability agendas, and the compelling business case this type of investment can build across, acquisition, retention, collaboration, competitive opportunity, sales and profit. As Gavin says, these projects give, “access beyond value chain mitigation projects which repair and restore our climate and ecosystems.”

  The damage that has been done is staggering, there has been a 69% reduction in living species since 1970 globally and, in the UK we currently only protect 3% of land 8% of seas, well behind the 30% global target needed by 2030 set out at COP15.

  Biodiversity and climate are not mutually exclusive – as with everything it’s all interconnected.

  Tune in and listen as we cover:

  • The opportunity for brands to really get involved and for marketers to be able to tell the stories of the projects their organisations support as well as that all important progress.
  • ·The fact business can take action now, we can start to reduce the damage, remove the legacy damage and, restore habitats immediately.
  • Consumer demand, investor demand and changing regulations will force business to do this eventually, so why not be a pacesetter.
  • Why investing in biodiversity is a competitive opportunity.
  • How biodiversity is different to carbon in so many ways, yet they are so inextricably linked and addressing one helps the other and vice versa.
  • ·Why B2B organisations are moving quickly on this.
  • The data and insights that come from investing in biodiversity projects builds a compelling business case across the board.
  
  

  Enjoy…

  For more information about Pinwheel - see here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>When you view something as a competitive opportunity, you look at it totally differently - how can we go above and beyond? How can we get a real angle on this? How can we bring people with us along this process?

  We’ve had a bit of a focus or mini-series on biodiversity and nature over the last few episodes of Can Marketing Save the Planet because it is so so critical that we start to understand, talk about and most importantly take action in reducing, removing and restoring the damage that we (business and society) are doing to the environment.

  So, we were delighted when Gavin and Rob over at Pinwheel agreed to come back on the podcast to talk about the solutions and actions that are available today that businesses can make part of their sustainability agendas, and the compelling business case this type of investment can build across, acquisition, retention, collaboration, competitive opportunity, sales and profit. As Gavin says, these projects give, “access beyond value chain mitigation projects which repair and restore our climate and ecosystems.”

  The damage that has been done is staggering, there has been a 69% reduction in living species since 1970 globally and, in the UK we currently only protect 3% of land 8% of seas, well behind the 30% global target needed by 2030 set out at COP15.

  Biodiversity and climate are not mutually exclusive – as with everything it’s all interconnected.

  Tune in and listen as we cover:

  • The opportunity for brands to really get involved and for marketers to be able to tell the stories of the projects their organisations support as well as that all important progress.
  • ·The fact business can take action now, we can start to reduce the damage, remove the legacy damage and, restore habitats immediately.
  • Consumer demand, investor demand and changing regulations will force business to do this eventually, so why not be a pacesetter.
  • Why investing in biodiversity is a competitive opportunity.
  • How biodiversity is different to carbon in so many ways, yet they are so inextricably linked and addressing one helps the other and vice versa.
  • ·Why B2B organisations are moving quickly on this.
  • The data and insights that come from investing in biodiversity projects builds a compelling business case across the board.
  
  

  Enjoy…

  For more information about Pinwheel - see here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>740c2726-205b-45ba-9d09-8c4899367370Fri, 09 Feb 2024 09:27:00 +000042:00truefull7474The Whole Marketer Ep113 - Self identity with guest Bronwen Foster-ButlerEpisode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world. 

  In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation. 

  Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA. 

  In this episode, Bronwen shares what is a sense of self, why it’s important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Bronwen Foster-Butler | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world. 

  In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation. 

  Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA. 

  In this episode, Bronwen shares what is a sense of self, why it’s important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Bronwen Foster-Butler | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>367fdd14-c6a7-4e59-b1cd-7524f622d9aaTue, 06 Feb 2024 07:22:00 +000039:37truefullChatGPT & data-driven marketing with LIPTON's Giovanni PupoLIPTON's Head of E-Commerce Media Europe, Giovanni Pupo, sees ChatGPT as a valuable "second pair of eyes" when leveraged with expertise.

  Explore key insights from Giovanni, including how to use effective storytelling and numbers in data driven marketing, what creativity looks like in a world with more and more AI, and more.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>LIPTON's Head of E-Commerce Media Europe, Giovanni Pupo, sees ChatGPT as a valuable "second pair of eyes" when leveraged with expertise.

  Explore key insights from Giovanni, including how to use effective storytelling and numbers in data driven marketing, what creativity looks like in a world with more and more AI, and more.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>cb0a41a5-2fb3-4b19-aaca-e2e363db6f8bTue, 30 Jan 2024 09:59:00 +000033:26truefullThe Whole Marketer Ep112 - Brand partnerships with guest Beth ReeveEpisode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.

  Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)  

  Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.  

  In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues. 

  Plus Beth’s career highs and lows and her insightful advice for marketers of tomorrow. 

  Watch the campaign video here Driving For Change (colgate.com) 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Beth Reeve | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  ]]>Episode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.

  Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)  

  Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.  

  In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues. 

  Plus Beth’s career highs and lows and her insightful advice for marketers of tomorrow. 

  Watch the campaign video here Driving For Change (colgate.com) 

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Beth Reeve | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

  
  

  ]]>f8873f70-200a-440d-9afd-e8355cb3f229Tue, 30 Jan 2024 07:00:00 +000032:06truefullLeading Conversations - Intrapreneurs & EntrepreneursEpisode 8

  In the latest episode of the Leading Conversations podcast, Barry talks to David Cotter from Edrington and Sarah Baillie from StudioLR about the differences and similarities between Intrapreneurs and Entrepreneurs. They discuss examples of Intrapreneurial thinking, whether being an Intrapreneur is nature vs. nurture and how new ideas can help businesses grow from within.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 8

  In the latest episode of the Leading Conversations podcast, Barry talks to David Cotter from Edrington and Sarah Baillie from StudioLR about the differences and similarities between Intrapreneurs and Entrepreneurs. They discuss examples of Intrapreneurial thinking, whether being an Intrapreneur is nature vs. nurture and how new ideas can help businesses grow from within.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>1faacee3-fa15-49a7-95b4-153ed8f73114Fri, 26 Jan 2024 09:00:00 +000041:01truefull1881Biodiversity - How Marketing Can Inspire People to be Part of the Solution, with Dr Samual Sinclair, Co-Founder of Biodiversify“We are totally dependent on biodiversity to survive – this is not a ‘greeny’ concern, this is an everyone concern.”

  Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area. Following our recent episodes with the brilliant Alexandra Pimor, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.

  Sam starts with explaining what biodiversity is, and just how totally dependent we are on biodiversity to survive.

  There are more people and cattle than on earth today than there are wild animals – which is terrifying. We’ve reached a critical point where nature can no longer be a nice thing to look after. And we discuss how biodiversity loss poses a real threat to humankind.

  “The biodiversity field has absolutely exploded in the last year and companies all over the place are now questioning and thinking about this in really serious terms, asking what is my businesses impact on biodiversity and what can I do to reverse it?”

  As you’ll hear we talk about developing a biodiversity strategy, and importantly how organisations can take action and make different choices. A key point Sam raises is that, “biodiversity is different to carbon as there is no single metric of measure…it’s very context specific.” He goes on to explain, “what a good biodiversity strategy should do is take all the frustrating complexity and make it not frustrating…here’s how it all comes together and this is where we are and this is what good looks like.”

  Sam talks about the shift he is seeing from organisations moving away from individual projects, towards holistic programs and it’s at this point we talk about how for marketing this presents an incredible opportunity. Why? Because, people actually care about biodiversity. “Everybody has a story, everybody has a personal connection to biodiversity. This gives marketers those opportunities to craft narratives and people want to do the right thing, which is share by organisational culture.” Who doesn’t want to tell engaging stories which resonate and capture people’s attention, inspiring them to want to be part of the solution?”|

  We ask Sam about tree planting and the context and effectiveness around this well-known initiative. He explains that it is an important element, but it is a small piece of the solution. “Tree planting has great PR so people can get it, it is one unit of nature and they can see it. People don’t look at grasslands and soils in the same way, understandably. Tree planting captures the imagination.”

  Sam shares so much wisdom and insight in this episode, it really is one for everyone so we’d encourage you to listen, and share no matter what sector, industry or role you are in.

  Enjoy…

  For more information about Sam and Biodiversify - see here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>“We are totally dependent on biodiversity to survive – this is not a ‘greeny’ concern, this is an everyone concern.”

  Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area. Following our recent episodes with the brilliant Alexandra Pimor, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.

  Sam starts with explaining what biodiversity is, and just how totally dependent we are on biodiversity to survive.

  There are more people and cattle than on earth today than there are wild animals – which is terrifying. We’ve reached a critical point where nature can no longer be a nice thing to look after. And we discuss how biodiversity loss poses a real threat to humankind.

  “The biodiversity field has absolutely exploded in the last year and companies all over the place are now questioning and thinking about this in really serious terms, asking what is my businesses impact on biodiversity and what can I do to reverse it?”

  As you’ll hear we talk about developing a biodiversity strategy, and importantly how organisations can take action and make different choices. A key point Sam raises is that, “biodiversity is different to carbon as there is no single metric of measure…it’s very context specific.” He goes on to explain, “what a good biodiversity strategy should do is take all the frustrating complexity and make it not frustrating…here’s how it all comes together and this is where we are and this is what good looks like.”

  Sam talks about the shift he is seeing from organisations moving away from individual projects, towards holistic programs and it’s at this point we talk about how for marketing this presents an incredible opportunity. Why? Because, people actually care about biodiversity. “Everybody has a story, everybody has a personal connection to biodiversity. This gives marketers those opportunities to craft narratives and people want to do the right thing, which is share by organisational culture.” Who doesn’t want to tell engaging stories which resonate and capture people’s attention, inspiring them to want to be part of the solution?”|

  We ask Sam about tree planting and the context and effectiveness around this well-known initiative. He explains that it is an important element, but it is a small piece of the solution. “Tree planting has great PR so people can get it, it is one unit of nature and they can see it. People don’t look at grasslands and soils in the same way, understandably. Tree planting captures the imagination.”

  Sam shares so much wisdom and insight in this episode, it really is one for everyone so we’d encourage you to listen, and share no matter what sector, industry or role you are in.

  Enjoy…

  For more information about Sam and Biodiversify - see here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>c1fcca88-4d69-4119-bf21-c70abdd21393Thu, 25 Jan 2024 13:29:00 +000042:45truefull173731The Whole Marketer Ep111 - Strengths with guest Sean HallEpisode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.  

  When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment. 

  Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, “leaving them more well than when they found them”. 

  In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it’s so important for you and others around you to have this self-awareness.  

  Plus Sean shares his experience of burnout and his advice for marketers of tomorrow. 

  You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.org

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Sean Hall | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.  

  When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment. 

  Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, “leaving them more well than when they found them”. 

  In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it’s so important for you and others around you to have this self-awareness.  

  Plus Sean shares his experience of burnout and his advice for marketers of tomorrow. 

  You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.org

  
  

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Sean Hall | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>8c90875e-460c-479e-83eb-02ba3ccfeae2Tue, 23 Jan 2024 09:00:00 +000039:41truefullLeading Conversations - Planning & Strategy MythbustingEpisode 7

  In this episode, Barry talks to Gill Wylie from Frame and Vic Milne from Leith about Planning & Strategy. They discuss some of the planning & strategy myths, delve into the mystique and debate whether there is an optimum balance of instinct & intuition vs. theory and try and ultimately try and simplify what it actually is - and therefore also isn’t.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 7

  In this episode, Barry talks to Gill Wylie from Frame and Vic Milne from Leith about Planning & Strategy. They discuss some of the planning & strategy myths, delve into the mystique and debate whether there is an optimum balance of instinct & intuition vs. theory and try and ultimately try and simplify what it actually is - and therefore also isn’t.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>52d0d7b8-d88e-4d53-8fa9-186fee1cabe3Fri, 19 Jan 2024 10:11:00 +000050:49truefull1771Splitting marketing strategy across 3 horizonsIn the quest to secure immediate profits, the risk of overlooking sustained growth opportunities and jeopardising the long-term success of a business is ever-present. David Khoshpasand, Amazon Performance Marketing Manager at Hasbro, advocates for the transformative insights found in the book "The Alchemy of Growth" by Mehrdad Baghai, Steve Coley, and David White. In this podcast episode, we explore how a book becomes a shiny new object. Discover the valuable lessons it imparts to data-driven marketers, the impact of the three horizons framework, and how David integrates this approach into his media decision-making.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  
  

  
  

  
  

  
  

  ]]>In the quest to secure immediate profits, the risk of overlooking sustained growth opportunities and jeopardising the long-term success of a business is ever-present. David Khoshpasand, Amazon Performance Marketing Manager at Hasbro, advocates for the transformative insights found in the book "The Alchemy of Growth" by Mehrdad Baghai, Steve Coley, and David White. In this podcast episode, we explore how a book becomes a shiny new object. Discover the valuable lessons it imparts to data-driven marketers, the impact of the three horizons framework, and how David integrates this approach into his media decision-making.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  
  

  
  

  
  

  
  

  
  

  ]]>2cc7e755-a911-4b53-8fcf-6423c6d3748eTue, 16 Jan 2024 13:49:00 +000020:38truefull173731Exploring the world of ‘Meaningful Work’ - Challenges and Opportunities, with Claire Osborne, Sustainability Career CoachAre you using your career to fight for the future? 

  In this episode we talk with Claire Osborne who has a fascinating job as a sustainability career coach. Claire works with people who are increasingly looking at where and how they work, questioning the role they can play as climate change, climate action and sustainability continue to rise up the world’s agenda.  

  Claire talks about the challenges both business and people are facing and the research from David Graeber’s work around ‘bullshit’ jobs. Claire tell us that research reveals that, “37% of all roles are done by people who themselves rate them as having no positive impact in society”. She goes on to explain, there are box tickers, duct tapers, flunkies and many more categories, all of which open up many questions about the roles we spend most of our time doing.

  Claire shares the trends she is seeing such as people defining their own roles and setting their own purpose in work, as well as asking, how one applies the role to drive meaningful impact.

  Claire works with people who are trying to change the status quo, and shares with us some of the challenges that come with doing that and what you can do to feel supported, capable and less isolated in the sustainability space.

  We also talk about how to influence and build the business case for change and Claire shares some key principles around this and things people can be doing such as, “1. Seed-bombing, 2. Doing your research and listening for certain things within the audiences you are talking – what are their aspirations, ambivalences do they have, and what anxieties do they have? And 3. Listening in the moment, to find the 10% that the other person is right and explore that.”

  We dive into effective communication skills and the need to listen more, to share and have conversations, as opposed to purley broadcasting and talking ‘at’ our audiences. Claire shares her view on marketing and the skills Marketers have that can be put to great use in the sustainability space, explaining… “there is a ballsy-ness and incisiveness, which we could all do with applying.”

  Claire believes, “Marketers can use their knowledge, the insights and research they have access to, to create clear, rather than clever messaging to help with understanding, and to bring in a rigour that doesn’t overwhelm, but sells the next action, the next thing to do.”

  There’s a lot of advice Claire shares, and she busts open some of the most prominent myths in the sustainability space, giving a wealth of practical things for listeners to take away from this episode.

  Enjoy and any questions… simply get in touch.

  From Claire’s website:

  Working in sustainability is tough - the scale and urgency of the climate crisis can make it tough to keep moving forward with energy & focus. Frustration, exhaustion, uncertainty & overwhelm drain energy and make it harder to bring your best thinking to the challenge. One thing is for sure though; we need experienced Sustainability Leaders on the pitch. Your expertise is essential to steer the debate and drive action. Use the latest in neuroscience and behavioural psychology to set you up to be a force for change on climate.

  If you feel like you want to speak to Claire, you can find more on her website here: https://www.claireosborne.co.uk/

  ]]>Are you using your career to fight for the future? 

  In this episode we talk with Claire Osborne who has a fascinating job as a sustainability career coach. Claire works with people who are increasingly looking at where and how they work, questioning the role they can play as climate change, climate action and sustainability continue to rise up the world’s agenda.  

  Claire talks about the challenges both business and people are facing and the research from David Graeber’s work around ‘bullshit’ jobs. Claire tell us that research reveals that, “37% of all roles are done by people who themselves rate them as having no positive impact in society”. She goes on to explain, there are box tickers, duct tapers, flunkies and many more categories, all of which open up many questions about the roles we spend most of our time doing.

  Claire shares the trends she is seeing such as people defining their own roles and setting their own purpose in work, as well as asking, how one applies the role to drive meaningful impact.

  Claire works with people who are trying to change the status quo, and shares with us some of the challenges that come with doing that and what you can do to feel supported, capable and less isolated in the sustainability space.

  We also talk about how to influence and build the business case for change and Claire shares some key principles around this and things people can be doing such as, “1. Seed-bombing, 2. Doing your research and listening for certain things within the audiences you are talking – what are their aspirations, ambivalences do they have, and what anxieties do they have? And 3. Listening in the moment, to find the 10% that the other person is right and explore that.”

  We dive into effective communication skills and the need to listen more, to share and have conversations, as opposed to purley broadcasting and talking ‘at’ our audiences. Claire shares her view on marketing and the skills Marketers have that can be put to great use in the sustainability space, explaining… “there is a ballsy-ness and incisiveness, which we could all do with applying.”

  Claire believes, “Marketers can use their knowledge, the insights and research they have access to, to create clear, rather than clever messaging to help with understanding, and to bring in a rigour that doesn’t overwhelm, but sells the next action, the next thing to do.”

  There’s a lot of advice Claire shares, and she busts open some of the most prominent myths in the sustainability space, giving a wealth of practical things for listeners to take away from this episode.

  Enjoy and any questions… simply get in touch.

  From Claire’s website:

  Working in sustainability is tough - the scale and urgency of the climate crisis can make it tough to keep moving forward with energy & focus. Frustration, exhaustion, uncertainty & overwhelm drain energy and make it harder to bring your best thinking to the challenge. One thing is for sure though; we need experienced Sustainability Leaders on the pitch. Your expertise is essential to steer the debate and drive action. Use the latest in neuroscience and behavioural psychology to set you up to be a force for change on climate.

  If you feel like you want to speak to Claire, you can find more on her website here: https://www.claireosborne.co.uk/

  ]]>1175614c-002e-4760-8973-919b04aac6b5Mon, 15 Jan 2024 10:01:00 +000041:00truefull172721Leading Conversations - Web 3.0Episode 6

  In this episode, Barry talks to Iain Valentine and Ian Duncan about all things Web 3.0 - they cover everything from the Metaverse to NFTs, delving into discussion as to where physical and virtual realities collide.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 6

  In this episode, Barry talks to Iain Valentine and Ian Duncan about all things Web 3.0 - they cover everything from the Metaverse to NFTs, delving into discussion as to where physical and virtual realities collide.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>128fe68b-0ba3-4b88-832a-c868123317b6Fri, 12 Jan 2024 09:00:00 +000032:40truefull1661Think Equal Podcast - Leanne Foy meets Christina IoannidisThis month, THINK EQUAL Project Director, Leanne Foy met Christina Ioannidis award winning communications consultant, motivational speaker, MC, author, trainer and health coach.

  In this special episode, Leanne and Christina deep dive into women's health and how female physiology impacts their career progression. From menstruation to menopause, the changes that women go through are directly affecting their performance and therefore, their journey to leadership. The impact is irrespective of whether women have children as so many females suffer with symptoms or conditions connected to their endocrine health. If your health is impacting your career or the progression of someone in your family, or team, Christina has actionable takeaways that could help.

  Christina highlights that when businesses talk about diversity, inclusion and gender equity, women's health must be part of the conversation. There is a direct link between corporate performance and female health, linked to productivity. If businesses fail to acknowledge this, the bottom line will take a hit.

  Highlights include:

  • How female health and career progression are inextricably linked
  • The importance of businesses supporting women through their different phases
  • Why women need to advocate for their own bodies
  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>This month, THINK EQUAL Project Director, Leanne Foy met Christina Ioannidis award winning communications consultant, motivational speaker, MC, author, trainer and health coach.

  In this special episode, Leanne and Christina deep dive into women's health and how female physiology impacts their career progression. From menstruation to menopause, the changes that women go through are directly affecting their performance and therefore, their journey to leadership. The impact is irrespective of whether women have children as so many females suffer with symptoms or conditions connected to their endocrine health. If your health is impacting your career or the progression of someone in your family, or team, Christina has actionable takeaways that could help.

  Christina highlights that when businesses talk about diversity, inclusion and gender equity, women's health must be part of the conversation. There is a direct link between corporate performance and female health, linked to productivity. If businesses fail to acknowledge this, the bottom line will take a hit.

  Highlights include:

  • How female health and career progression are inextricably linked
  • The importance of businesses supporting women through their different phases
  • Why women need to advocate for their own bodies
  
  

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>19f89f2b-a231-4b21-99fb-97ad036be548Fri, 05 Jan 2024 09:00:00 +000049:26truefull1771Rediscovering the magic of DTC in data driven marketingPaul Robinson, Director Marketing, Europe, Middle East, Africa, Central & Latin America at Jabra, talks about the multiple benefits of direct-to-consumer marketing and sales in the first episode of the Shiny New Object podcast in 2024.

  Find out how DTC can help personalise your offers, draw consumer insights, and ensure a large portion of commercial success.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Paul Robinson, Director Marketing, Europe, Middle East, Africa, Central & Latin America at Jabra, talks about the multiple benefits of direct-to-consumer marketing and sales in the first episode of the Shiny New Object podcast in 2024.

  Find out how DTC can help personalise your offers, draw consumer insights, and ensure a large portion of commercial success.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>e57bab72-348b-44d0-9e2b-4341b13970c3Thu, 04 Jan 2024 09:16:00 +000025:07truefull172721Nature on the board…Part 2: Exploring what business has to do with nature with Alexandra Pimor, Director of Nature GovernancePart 2 - “We have to find the courage to do something different…”

  Following on from Episode 1, we delve further into the role of law in sustainability. 2023 saw a marked rise in legal cases being brought against businesses and governments, as well as the tightening of regulations and guidelines around not only what businesses can do, but what they can say.

  The reality Alexandra explains is “the law takes time; for case law we need the means, will and resources to bring cases forward and for legislation we need governments to listen.” Earth Law Centre supports the law, “very rarely will the law be the real generator of change, for example, the EU Green Deal – the law won’t drive change at the core, the law is what will influence change, it will force it. The law is a tool, and it can be a carrot and it can be a stick.”

  This raises a big question for business, ‘are you going to be a pacesetter or are you going to wait to be regulated?’ We definitely need more pacesetters.

  Alexandra talks about “Four circles of service” looking at nature on the board, in professional practice, across project development and within cultural evolution, and a need to drive the real change towards an eco-centric approach and way of thinking. She explains that, “nature governance, is about responsibility, accountability and wisdom – we have all the knowledge that we can ever want, we have access to data, expertise and technology and we know what we have to do and stop doing – the question is, do we do that?”

  We naturally progress into the role of leadership and the need for honesty to make the right decisions to do something good. And, also the role Marketers play, and the need to be more responsible when it comes to the stories they tell and how we need to break away from some of the conditioned thinking so that we get creative and use our imaginations again. Marketing’s role in Nature governance is still very much a concept, but we need to be open to it and start to think differently.

  The need for a shift in consciousness is now. We discuss how ‘you’ can be the change and the need to have the right conversations to grow our understanding to get to the experience you want to create. Alexandra poses another big question, which we’ll leave you with, “what needs to change today in order to achieve the vision for tomorrow?” - We’d love to hear your thoughts!

  For more information about Nature Governance and the great work Alexandra and her team champion see here:

  And for more about Faith in Nature and putting nature on the board, see here:

  Enjoy…

  ]]>Part 2 - “We have to find the courage to do something different…”

  Following on from Episode 1, we delve further into the role of law in sustainability. 2023 saw a marked rise in legal cases being brought against businesses and governments, as well as the tightening of regulations and guidelines around not only what businesses can do, but what they can say.

  The reality Alexandra explains is “the law takes time; for case law we need the means, will and resources to bring cases forward and for legislation we need governments to listen.” Earth Law Centre supports the law, “very rarely will the law be the real generator of change, for example, the EU Green Deal – the law won’t drive change at the core, the law is what will influence change, it will force it. The law is a tool, and it can be a carrot and it can be a stick.”

  This raises a big question for business, ‘are you going to be a pacesetter or are you going to wait to be regulated?’ We definitely need more pacesetters.

  Alexandra talks about “Four circles of service” looking at nature on the board, in professional practice, across project development and within cultural evolution, and a need to drive the real change towards an eco-centric approach and way of thinking. She explains that, “nature governance, is about responsibility, accountability and wisdom – we have all the knowledge that we can ever want, we have access to data, expertise and technology and we know what we have to do and stop doing – the question is, do we do that?”

  We naturally progress into the role of leadership and the need for honesty to make the right decisions to do something good. And, also the role Marketers play, and the need to be more responsible when it comes to the stories they tell and how we need to break away from some of the conditioned thinking so that we get creative and use our imaginations again. Marketing’s role in Nature governance is still very much a concept, but we need to be open to it and start to think differently.

  The need for a shift in consciousness is now. We discuss how ‘you’ can be the change and the need to have the right conversations to grow our understanding to get to the experience you want to create. Alexandra poses another big question, which we’ll leave you with, “what needs to change today in order to achieve the vision for tomorrow?” - We’d love to hear your thoughts!

  For more information about Nature Governance and the great work Alexandra and her team champion see here:

  And for more about Faith in Nature and putting nature on the board, see here:

  Enjoy…

  ]]>8bbe7f42-5259-40e7-bd53-fa6e3a43e9dbSun, 24 Dec 2023 10:15:00 +000033:54truefull171711Leading Conversations - The Importance of a Strong Employer BrandEpisode 5

  In this episode, Barry delves into the hot topic of Employer Brands with guests John Botia and Steph Halliday. The trio discuss what an Employer Brand really means and the increasing importance of having an authentic employer brand.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 5

  In this episode, Barry delves into the hot topic of Employer Brands with guests John Botia and Steph Halliday. The trio discuss what an Employer Brand really means and the increasing importance of having an authentic employer brand.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>e2652b8b-f984-43d1-b1fb-12f388d12167Fri, 22 Dec 2023 09:00:00 +000047:58truefull1551Audio that stops your ads being skippedIn digital marketing, capturing consumers' attention has become a primary challenge. How do you stop someone from scrolling past your ad? According to Rishi Mulgund, Performance Marketing Director at Haleon, it's all about using sound to make a connection and convey authenticity.

  Find out why audio is crucial to creative effectiveness on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>In digital marketing, capturing consumers' attention has become a primary challenge. How do you stop someone from scrolling past your ad? According to Rishi Mulgund, Performance Marketing Director at Haleon, it's all about using sound to make a connection and convey authenticity.

  Find out why audio is crucial to creative effectiveness on the latest episode of the Shiny New Object podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>3f561458-c474-41f3-beee-2c5d96a7953dTue, 19 Dec 2023 16:03:00 +000024:37truefull172721The Whole Marketer Ep110 - 3 Dimensional Marketing with guest Ben CarterEpisode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing. 

  3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos. 

  To discuss, Abby is joined by Ben Carter, Global Chief Customer and Marketing Officer of CarWow, whose previous role included Betfair, Not On The High Street and Just Eat. Ben also has Chair and Non-exec NFP roles with the Lily Foundation and Women in Football. 

  In this episode, Ben explains his definition of 3D marketing, when it doesn’t and doesn’t work, the role of agency partners is 3D integrated campaigns and his advice to get started. Plus Ben’s career journey from journalist to marketer and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Ben Carter | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing. 

  3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos. 

  To discuss, Abby is joined by Ben Carter, Global Chief Customer and Marketing Officer of CarWow, whose previous role included Betfair, Not On The High Street and Just Eat. Ben also has Chair and Non-exec NFP roles with the Lily Foundation and Women in Football. 

  In this episode, Ben explains his definition of 3D marketing, when it doesn’t and doesn’t work, the role of agency partners is 3D integrated campaigns and his advice to get started. Plus Ben’s career journey from journalist to marketer and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Ben Carter | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>3bda3aff-7d7f-44b7-93f3-58dc169c7490Tue, 12 Dec 2023 07:00:00 +000040:57truefullNature on the board…Part 1: Exploring what business has to do with nature with Alexandra Pimor, Director of Nature Governance“What does business have to do with nature?

  The next two episodes of Can Marketing Save the Planet go DEEP! We suggest you wrap up warm, pop in your headphones, and go for a wintry walk as we catch up with Alexandra Pimor, Director of Nature Governance at the Earth Law Centre. Despite preconceptions, we (humans) are part of nature, we are not above it and we need it – it is indeed our greatest ally. We talk to Alexandra about how reimagining and reengineering our systems from a nature conscious perspective and delve into her work, looking at how we offer nature a voice, a place and a stake in our systems – for nature to be both heard and represented.

  Alexandra talks about a responsibility based framework - “where there is a right, there is a responsibility.” We discuss how humans and business can no longer ignore the damage we are doing and how we need to take action to address the situation collectively. As Alexandra says, “if we give nature rights, we are responsible for making sure those rights are not only upheld but understood.” Climate change may be the big headline, but climate change is a result of the loss of nature and biodiversity.

  Alexandra told us about her amazing work putting nature on the board, when it comes to, “tackling the temperature of the planet and addressing the core”. She believes, “there are enough of us out there to do it, but we need more cooperation and collaboration with each other and it is not a linear approach we need to address or take, it’s a systemic one.” 

  We discuss how humans treat every earth community on the planet as a commodity, how the current systems would not exist if humans had not thought them up, and why we need to look at human behaviour and motivation to understand why we behave as we do. There is a fundamental need to let the natural systems do their thing and, there is a huge opportunity to rebuild these systems and get back to basics, being responsible human beings.

  Alexandra talks about the practicalities of how business can become more conscious, and makes the point that business is 100% reliant on nature. She talks about the work she did with the brand Faith in Nature, giving nature a voice, and the process they went through to make that happen. Alexandra shared the 3 critical questions which had to be answered:

  1. Legally - Can this be done within the legal framework of the UK – and what kind / type of director can nature be?
  2. The articles of association for the organisation (structural framework) – what needs to change? What do they (Faith in Nature), need to do? What are their obligations?
  3. Culture - What does the governance and practice on the ground actually look like? 
  
  

  Answering each of those questions and finding a way led Faith in Nature to be the first organisation to legally put nature on the board, giving nature a voice and a vote, ensuring better and more informed decisions are made.

  This was a truly inspiring discussion and one which couldn’t stop at just one episode! Tune in and go for that walk and who knows… maybe you’ll be considering putting nature on your board too.

  For more information about Nature Governance and the great work Alexandra and her team champion see here:

  And for more about Faith in Nature and putting nature on the board, see here:

  Enjoy… Part 2 to follow on 24th December ;)

  ]]>“What does business have to do with nature?

  The next two episodes of Can Marketing Save the Planet go DEEP! We suggest you wrap up warm, pop in your headphones, and go for a wintry walk as we catch up with Alexandra Pimor, Director of Nature Governance at the Earth Law Centre. Despite preconceptions, we (humans) are part of nature, we are not above it and we need it – it is indeed our greatest ally. We talk to Alexandra about how reimagining and reengineering our systems from a nature conscious perspective and delve into her work, looking at how we offer nature a voice, a place and a stake in our systems – for nature to be both heard and represented.

  Alexandra talks about a responsibility based framework - “where there is a right, there is a responsibility.” We discuss how humans and business can no longer ignore the damage we are doing and how we need to take action to address the situation collectively. As Alexandra says, “if we give nature rights, we are responsible for making sure those rights are not only upheld but understood.” Climate change may be the big headline, but climate change is a result of the loss of nature and biodiversity.

  Alexandra told us about her amazing work putting nature on the board, when it comes to, “tackling the temperature of the planet and addressing the core”. She believes, “there are enough of us out there to do it, but we need more cooperation and collaboration with each other and it is not a linear approach we need to address or take, it’s a systemic one.” 

  We discuss how humans treat every earth community on the planet as a commodity, how the current systems would not exist if humans had not thought them up, and why we need to look at human behaviour and motivation to understand why we behave as we do. There is a fundamental need to let the natural systems do their thing and, there is a huge opportunity to rebuild these systems and get back to basics, being responsible human beings.

  Alexandra talks about the practicalities of how business can become more conscious, and makes the point that business is 100% reliant on nature. She talks about the work she did with the brand Faith in Nature, giving nature a voice, and the process they went through to make that happen. Alexandra shared the 3 critical questions which had to be answered:

  1. Legally - Can this be done within the legal framework of the UK – and what kind / type of director can nature be?
  2. The articles of association for the organisation (structural framework) – what needs to change? What do they (Faith in Nature), need to do? What are their obligations?
  3. Culture - What does the governance and practice on the ground actually look like? 
  
  

  Answering each of those questions and finding a way led Faith in Nature to be the first organisation to legally put nature on the board, giving nature a voice and a vote, ensuring better and more informed decisions are made.

  This was a truly inspiring discussion and one which couldn’t stop at just one episode! Tune in and go for that walk and who knows… maybe you’ll be considering putting nature on your board too.

  For more information about Nature Governance and the great work Alexandra and her team champion see here:

  And for more about Faith in Nature and putting nature on the board, see here:

  Enjoy… Part 2 to follow on 24th December ;)

  ]]>f9285955-ff3b-43b6-b52b-1fad1e70e5f3Mon, 11 Dec 2023 07:55:00 +000038:16truefull170701Leading Conversations - SustainabilityEpisode 4

  In this episode, Lane Agency are joined by Christian Arno and Olly Davies as they discuss the broad, but piping hot topic of sustainability – from Christian's determined focus on climate change following his Dads arrest, sustainable tourism in the Cairngorms, to how bad bananas are and greenwashing vs. bona fide impact investing...... And lots more in thier candid conversation on what climate change and sustainability means to marketers, business owners and leaders in all types of industries.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 4

  In this episode, Lane Agency are joined by Christian Arno and Olly Davies as they discuss the broad, but piping hot topic of sustainability – from Christian's determined focus on climate change following his Dads arrest, sustainable tourism in the Cairngorms, to how bad bananas are and greenwashing vs. bona fide impact investing...... And lots more in thier candid conversation on what climate change and sustainability means to marketers, business owners and leaders in all types of industries.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>3ca741e3-a5f5-4dff-b3d0-601ffae03741Fri, 08 Dec 2023 09:02:00 +000036:18truefull1441Neurodiversity as a marketing superpower🚀 Explore the untapped potential of neurodiversity and ADHD in data-driven marketing. Our latest guest, Cate McVeigh, European Senior Marketing Analytics Manager at Mars, sheds light on the transformative impact neurodiverse individuals can have on your team when their preferences are understood and embraced.

  Tune in to learn:

  🧚‍♀️ Why ADHD is a marketing superpower and how to leverage its strengths

  🌻 The crucial role of psychological safety for fostering thriving neurodiverse professionals

  📈 Gain a top data-driven marketing tip on industry shifts and staying ahead of the curve

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>🚀 Explore the untapped potential of neurodiversity and ADHD in data-driven marketing. Our latest guest, Cate McVeigh, European Senior Marketing Analytics Manager at Mars, sheds light on the transformative impact neurodiverse individuals can have on your team when their preferences are understood and embraced.

  Tune in to learn:

  🧚‍♀️ Why ADHD is a marketing superpower and how to leverage its strengths

  🌻 The crucial role of psychological safety for fostering thriving neurodiverse professionals

  📈 Gain a top data-driven marketing tip on industry shifts and staying ahead of the curve

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>7ad51113-88ae-4d8f-b24a-82c472febec2Tue, 05 Dec 2023 10:28:00 +000021:26truefullThe Whole Marketer Ep109 - Business to Business Customer Journey with guest Antonia WadeEpisode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.  

  B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship. 

  A leading voice in this area and Abby’s guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week’s top100 marketers and author of ‘Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty’. 

  In this episode, Antonia shares what today’s B2B journey is (and what it isn’t) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows.

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Antonia Wade | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.  

  B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship. 

  A leading voice in this area and Abby’s guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week’s top100 marketers and author of ‘Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty’. 

  In this episode, Antonia shares what today’s B2B journey is (and what it isn’t) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows.

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Antonia Wade | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>b5ef10c5-7cda-4bfe-8c8c-35db19ff7724Tue, 05 Dec 2023 07:00:00 +000031:28truefullThink Equal Podcast - Leanne Foy meets Lisa KingThis month, THINK EQUAL Project Director, Leanne Foy meets Lisa King, Co-Founder of Tales and Heads.

  Tales and Heads was founded by Lisa and Margaret Flannagan, who both sought to build an agency that offered strategic consultancy and creative storytelling. Lisa openly shares the approach she took when deciding to start her own business and offers inspiration to others thinking about doing the same.

  Highlights include:

  • How risk taking and leadership go hand in hand
  • The importance of networking and nurturing your network
  • Why having the right mindset is fundamental to success
  
  

  It’s an inspiring listen, we hope you enjoy!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>This month, THINK EQUAL Project Director, Leanne Foy meets Lisa King, Co-Founder of Tales and Heads.

  Tales and Heads was founded by Lisa and Margaret Flannagan, who both sought to build an agency that offered strategic consultancy and creative storytelling. Lisa openly shares the approach she took when deciding to start her own business and offers inspiration to others thinking about doing the same.

  Highlights include:

  • How risk taking and leadership go hand in hand
  • The importance of networking and nurturing your network
  • Why having the right mindset is fundamental to success
  
  

  It’s an inspiring listen, we hope you enjoy!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>bd71cb7c-bba8-4d27-aae2-cba3d91445a1Fri, 01 Dec 2023 09:13:00 +000024:39truefull1661The Whole Marketer Ep108 - Marketing Effectiveness with guest Rachel MossEpisode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth. 

  As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.  

  Abby’s guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health. 

  In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn’t choose a KPI you don’t know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Rachel Moss | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth. 

  As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.  

  Abby’s guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health. 

  In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn’t choose a KPI you don’t know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest:  Rachel Moss | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>b7481bba-aecc-4bbf-9dfb-2676e1865222Tue, 28 Nov 2023 07:00:00 +000032:49truefullMarketing - The Management Science of Empathy, with Nicolas Lambert, Expert, Author, Sustainable Marketer“Marketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing.”

  Marketing will not save the world, but we will not save the world without marketing.

  In this episode we talk with Nicolas Lambert, author of, “Can Marketing Save the World”, (we know… a title very close to our hearts) and no surprises that it’s a book all about marketing and sustainability, An experienced and passionate marketer, he was CEO of Fairtrade Belgium, marketing executive at Unilever, AB InBev, Heineken and BBDO - and more recently, author and lecturer. We loved delving into the practicalities of sustainable marketing with Nicolas.

  “Sustainability and marketing, two things that don’t work together, but they should and now have to.” Nicolas places marketing as the engine of an organisation and explains the opportunity for Marketers is to “broaden the scope of interaction”. Expanding their view to include the broader stakeholder chain so they don’t leave themselves with a large blind spot in their strategies.

  When it comes to people, planet and profit or as Nicolas calls it, “the ménage à trios” he believes this needs to be at the core of what Marketers do, but acknowledges the challenges and underlying tensions that exist in the relationship between organisations and their stakeholders as we look for solutions and balance.

  We covered so much in this episode with Nicolas as he shared his insights, experience and knowledge on the role of regulation, the need for Marketers to support their organisations’ sustainable agendas and, that all important missing sense of urgency.

  Of course, we couldn’t talk sustainable marketing without discussing greenwashing which Nicolas believes, “most of the time it’s not because of cynicism of companies, it’s not because they want to be seen as greener than they are and manipulative, I think people are just being clumsy. They have a lack of knowledge and are applying traditional marketing tactics to sustainability, and that doesn’t work, and then they are surprised – because they just don’t get it.” Once again the need for Marketers to be more aware and educate themselves couldn’t be clearer.

  So, tune in and check out resources such as Nicolas’s framework, the “fourteen levers to make marketing more sustainable.” he mentions which can be found here. (And don’t be fooled by the title of the slide - the document is in English ;)).

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  ]]>“Marketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing.”

  Marketing will not save the world, but we will not save the world without marketing.

  In this episode we talk with Nicolas Lambert, author of, “Can Marketing Save the World”, (we know… a title very close to our hearts) and no surprises that it’s a book all about marketing and sustainability, An experienced and passionate marketer, he was CEO of Fairtrade Belgium, marketing executive at Unilever, AB InBev, Heineken and BBDO - and more recently, author and lecturer. We loved delving into the practicalities of sustainable marketing with Nicolas.

  “Sustainability and marketing, two things that don’t work together, but they should and now have to.” Nicolas places marketing as the engine of an organisation and explains the opportunity for Marketers is to “broaden the scope of interaction”. Expanding their view to include the broader stakeholder chain so they don’t leave themselves with a large blind spot in their strategies.

  When it comes to people, planet and profit or as Nicolas calls it, “the ménage à trios” he believes this needs to be at the core of what Marketers do, but acknowledges the challenges and underlying tensions that exist in the relationship between organisations and their stakeholders as we look for solutions and balance.

  We covered so much in this episode with Nicolas as he shared his insights, experience and knowledge on the role of regulation, the need for Marketers to support their organisations’ sustainable agendas and, that all important missing sense of urgency.

  Of course, we couldn’t talk sustainable marketing without discussing greenwashing which Nicolas believes, “most of the time it’s not because of cynicism of companies, it’s not because they want to be seen as greener than they are and manipulative, I think people are just being clumsy. They have a lack of knowledge and are applying traditional marketing tactics to sustainability, and that doesn’t work, and then they are surprised – because they just don’t get it.” Once again the need for Marketers to be more aware and educate themselves couldn’t be clearer.

  So, tune in and check out resources such as Nicolas’s framework, the “fourteen levers to make marketing more sustainable.” he mentions which can be found here. (And don’t be fooled by the title of the slide - the document is in English ;)).

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

   

  ]]>c86f7993-722f-4c74-ad37-16b2e27b5444Mon, 27 Nov 2023 09:42:00 +000049:20truefull169691Leading Conversations - No wrong pathEpisode 3

  In this episode, Barry leads the conversation with Ian Greenhill from Studio Something and Paul Mason from Go Forth about their unconventional paths into the advertising industry. Barry, Ian and Paul chat about their early experiences, inspirations and some of the people who helped them shape their early careers - as well as some of their favourite campaigns from recent years.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 3

  In this episode, Barry leads the conversation with Ian Greenhill from Studio Something and Paul Mason from Go Forth about their unconventional paths into the advertising industry. Barry, Ian and Paul chat about their early experiences, inspirations and some of the people who helped them shape their early careers - as well as some of their favourite campaigns from recent years.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>bcaf21ed-45c7-4b21-8405-54b30d89a653Fri, 24 Nov 2023 09:47:00 +000052:35truefull1331TikTok as the ultimate marketing tool for our ageIn the latest Shiny New Object podcast episode, Ottobock's Senior Performance Marketing Specialist, Grettel Clark, talks about what makes TikTok the ultimate marketing tool of today.

  Find out why marketers cannot afford to ignore the platform and what it takes to succeed on it.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>In the latest Shiny New Object podcast episode, Ottobock's Senior Performance Marketing Specialist, Grettel Clark, talks about what makes TikTok the ultimate marketing tool of today.

  Find out why marketers cannot afford to ignore the platform and what it takes to succeed on it.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>95bd62f3-1159-45e4-b886-f96a8260e86fTue, 21 Nov 2023 10:09:00 +000020:36truefullThe Whole Marketer Ep107 - Strategic Insights with guest Febronia RuoccoEpisode #107. This episode discusses a technical skill on strategic insight, which is fundamental in building a long-term strategy that drives the commercial agenda. 

  Strategic insights form the basis of our strategic thinking – as marketers building the brands and businesses of tomorrow, we want to develop a long-term strategy that has the customer wants and needs at its heart. To do this we need access to data and actionable insight that can fuel our choices on markets, consumer needs, macro and micro trends, opportunities and threats, influences and how well we are placed to deliver against those. 

  To discuss Strategic Insight, Abby is joined by Strategic Insight Director, Febronia Ruocco, a passionate Insights consultant, mentor and Exec Coach who has worked with brands such as Twinings, GSK, Heineken and more. 

  In this episode Febronia discusses the role of strategic insight, how to get started, objectivity and biases, and working with strategic insight partners. Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Febronia Ruocco | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #107. This episode discusses a technical skill on strategic insight, which is fundamental in building a long-term strategy that drives the commercial agenda. 

  Strategic insights form the basis of our strategic thinking – as marketers building the brands and businesses of tomorrow, we want to develop a long-term strategy that has the customer wants and needs at its heart. To do this we need access to data and actionable insight that can fuel our choices on markets, consumer needs, macro and micro trends, opportunities and threats, influences and how well we are placed to deliver against those. 

  To discuss Strategic Insight, Abby is joined by Strategic Insight Director, Febronia Ruocco, a passionate Insights consultant, mentor and Exec Coach who has worked with brands such as Twinings, GSK, Heineken and more. 

  In this episode Febronia discusses the role of strategic insight, how to get started, objectivity and biases, and working with strategic insight partners. Plus her career highs and lows and advice for marketers of tomorrow. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Febronia Ruocco | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>46f95c57-433e-47eb-9927-60973455683eTue, 21 Nov 2023 07:00:00 +000030:58truefullLeading Conversations - Mental and Brain HealthEpisode 2

  In this episode, Barry talks to Janice Hutchinson from ICAS and Mick Doran from Noggin the Brain People about Mental & Brain Health. Tune in for some first hand insights to their conversation around some of their own learnings and experiences from the last couple of years.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>Episode 2

  In this episode, Barry talks to Janice Hutchinson from ICAS and Mick Doran from Noggin the Brain People about Mental & Brain Health. Tune in for some first hand insights to their conversation around some of their own learnings and experiences from the last couple of years.

  In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  This podcast series is bought to us by The Lane Agency.

  ]]>87870a3a-a76c-4c67-9644-7ce626df16d0Fri, 10 Nov 2023 09:15:00 +000041:06truefull1221Sustainability Squad - Sacred Groves: a case study. Putting the E into ESGHosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 5

  In episode 5 of The Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Vikram Krishna (co founder of Sacred Groves -a community interest company that protects natural habitats around the world). In this episode they explore all things about developing a purpose led organisation from inception, combining 30 years of marketing experience in financial services to making an impact on ESG, keeping creativity and how CMOs can navigate ESG.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>Hosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 5

  In episode 5 of The Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Vikram Krishna (co founder of Sacred Groves -a community interest company that protects natural habitats around the world). In this episode they explore all things about developing a purpose led organisation from inception, combining 30 years of marketing experience in financial services to making an impact on ESG, keeping creativity and how CMOs can navigate ESG.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>5c190c24-a1f8-4302-9728-2219fade82ebThu, 09 Nov 2023 09:00:00 +000035:29truefull1551Returning to the Big Ideas in MarketingQaiser Bachani, Consumer Experience Lead, Europe & Global Brands at Mondelēz International, talks about the resurgence of the Big Ideas in marketing. As we can let automation and AI take care of logistics and day-to-day marketing activities, we will have more time to look for unique, innovative advertising and brand ideas. In turn, when all work is aligned to one big idea, the day-to-day becomes quicker and clearer, too.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Qaiser Bachani, Consumer Experience Lead, Europe & Global Brands at Mondelēz International, talks about the resurgence of the Big Ideas in marketing. As we can let automation and AI take care of logistics and day-to-day marketing activities, we will have more time to look for unique, innovative advertising and brand ideas. In turn, when all work is aligned to one big idea, the day-to-day becomes quicker and clearer, too.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>21d4ad58-4b56-4ae7-af91-adfe295088f8Tue, 07 Nov 2023 07:43:00 +000023:48truefull169691The Power of Design and Communication for Architects to drive Climate Action, with Brigette Clements, ACAN.“We need people to communicate in a way that gives all of us an ability to move forward in a positive direction.”

  The built environment – it’s a massive subject, a massive industry and a massive contributor of emissions, (buildings and construction are responsible for approx. 40% of global energy related and carbon dioxide emission). There is a lot of work to be done and the challenge requires collaboration, knowledge and action at scale.

  We had the pleasure of talking to Brigette Clements, strategic lead at The Architects Climate Action Network (ACAN) and managing director at Lowkey Architecture and Developments. With both a technical and creative background, Brigette works with, “impact driven investors on projects simply, that I believe in, and that hit the highest metrics of sustainability.”

  We wanted to explore the role ACAN plays and the work they do in trying to drive “change”. Brigette explained they have three main aims, 1) decarbonise now, 2) ecological regeneration and 3) cultural transformation. The focus of ACAN is across a broad range of issues, from the circular economy through to existing buildings and retrofit and climate literacy and professional standards. Big on action and output, their work delivers resources, knowledge and awareness across their network and beyond (you don’t have to be in the built environment to be a part of ACAN and their work).

  With policies, trends and needs changing in the built environment faster than ever before, the need to be educated, aware and up to date is critical. But, as Brigette points out, it’s one thing sharing how great you are on social media, but, “nobody is really coming out to talk about their failures or their lack of knowledge which is something we need. We need to build on the knowledge of others, learn from the mistakes of others.” Something Brigette is challenging as it slows progress. And a common theme from many of our podcast guests - calling for shared, lived experience.

  A highly complex industry we discuss the issues, the politics, the activism, the challenges and the opportunities. Brigette shares her knowledge, experience and views on what is happening and what needs to happen. A firm believer that communication and the stories we tell are some of the strongest tools we have, Brigette adds, “we are designers and we are problem solvers, we are thinkers, we’ve got all the tools around us, we’ve got a lot of knowledge, we just need a bit of energy and collective action to make it happen.”

  Whether you’re a professional in the built environment or a citizen who lives in it, tune in to hear for yourself why it’s critical that we understand what is happening and take responsibility in driving progress towards a more sustainable future.

  More information about ACAN can be found here. Where you’ll find information about their work and meet-ups.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>“We need people to communicate in a way that gives all of us an ability to move forward in a positive direction.”

  The built environment – it’s a massive subject, a massive industry and a massive contributor of emissions, (buildings and construction are responsible for approx. 40% of global energy related and carbon dioxide emission). There is a lot of work to be done and the challenge requires collaboration, knowledge and action at scale.

  We had the pleasure of talking to Brigette Clements, strategic lead at The Architects Climate Action Network (ACAN) and managing director at Lowkey Architecture and Developments. With both a technical and creative background, Brigette works with, “impact driven investors on projects simply, that I believe in, and that hit the highest metrics of sustainability.”

  We wanted to explore the role ACAN plays and the work they do in trying to drive “change”. Brigette explained they have three main aims, 1) decarbonise now, 2) ecological regeneration and 3) cultural transformation. The focus of ACAN is across a broad range of issues, from the circular economy through to existing buildings and retrofit and climate literacy and professional standards. Big on action and output, their work delivers resources, knowledge and awareness across their network and beyond (you don’t have to be in the built environment to be a part of ACAN and their work).

  With policies, trends and needs changing in the built environment faster than ever before, the need to be educated, aware and up to date is critical. But, as Brigette points out, it’s one thing sharing how great you are on social media, but, “nobody is really coming out to talk about their failures or their lack of knowledge which is something we need. We need to build on the knowledge of others, learn from the mistakes of others.” Something Brigette is challenging as it slows progress. And a common theme from many of our podcast guests - calling for shared, lived experience.

  A highly complex industry we discuss the issues, the politics, the activism, the challenges and the opportunities. Brigette shares her knowledge, experience and views on what is happening and what needs to happen. A firm believer that communication and the stories we tell are some of the strongest tools we have, Brigette adds, “we are designers and we are problem solvers, we are thinkers, we’ve got all the tools around us, we’ve got a lot of knowledge, we just need a bit of energy and collective action to make it happen.”

  Whether you’re a professional in the built environment or a citizen who lives in it, tune in to hear for yourself why it’s critical that we understand what is happening and take responsibility in driving progress towards a more sustainable future.

  More information about ACAN can be found here. Where you’ll find information about their work and meet-ups.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>a0dfa8f1-13ab-40e9-b59a-9f69360b5345Fri, 03 Nov 2023 12:33:00 +000048:26truefull168681Think Equal Podcast - Leanne Foy meets Mariagrazia De AngelisThis month, THINK EQUAL Project Director, Leanne Foy meets Mariagrazia De Angelis, General Manager, Middle East and North Africa at LANDOR & FITCH.

  Mariagrazia speaks expertly about how women can support themselves to progress in their careers, sharing tips on how to develop a success tool kit. The tool kit includes; developing self awareness skills, the importance of authenticity and where to look for training opportunities. Mariagrazia’s passion for equality and diversity is clear as she encourages women to be fully aware of their skills and what they can bring to the table. After all, diversity isn’t just the right thing to do, it drives business success.

  Mariagrazia also shares how LANDOR & FITCH have developed two WPP initiatives, Walk the Talk and Fast Forward, which provide a support system for female leaders. We hope this episode inspires women to develop their skills and for business leaders to support them.

  Highlights include:

  • How to build your own ‘success toolkit’ to include exercises in self awareness and authenticity
  • The importance of taking accountability for your personal development
  • Why everyone, regardless of industry or position, should be seeking a mentor
  
  

  As well as her incredible work with LANDOR & FITCH, Mariagrazia is one of the Founders and Board members of the WPP Stella Network in the UAE. Find out more about the WPP Stella Network - https://www.ceoaction.com/actions/wpp-stella-network/

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>This month, THINK EQUAL Project Director, Leanne Foy meets Mariagrazia De Angelis, General Manager, Middle East and North Africa at LANDOR & FITCH.

  Mariagrazia speaks expertly about how women can support themselves to progress in their careers, sharing tips on how to develop a success tool kit. The tool kit includes; developing self awareness skills, the importance of authenticity and where to look for training opportunities. Mariagrazia’s passion for equality and diversity is clear as she encourages women to be fully aware of their skills and what they can bring to the table. After all, diversity isn’t just the right thing to do, it drives business success.

  Mariagrazia also shares how LANDOR & FITCH have developed two WPP initiatives, Walk the Talk and Fast Forward, which provide a support system for female leaders. We hope this episode inspires women to develop their skills and for business leaders to support them.

  Highlights include:

  • How to build your own ‘success toolkit’ to include exercises in self awareness and authenticity
  • The importance of taking accountability for your personal development
  • Why everyone, regardless of industry or position, should be seeking a mentor
  
  

  As well as her incredible work with LANDOR & FITCH, Mariagrazia is one of the Founders and Board members of the WPP Stella Network in the UAE. Find out more about the WPP Stella Network - https://www.ceoaction.com/actions/wpp-stella-network/

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>7680b698-019e-4028-af66-6d69f9f631efFri, 03 Nov 2023 09:00:00 +000024:03truefull1551Leading Conversations - Building a successful marketing AgencyIn this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  Episode 1

  In this episode of Leading Conversations, Pam Scobbie from John Doe & Ali Findlay from the Lane Agency, who have been running their successful marketing agencies for more than 10 years, talk about everything from the spark that inspired them both to start their agencies, some challenges faced as they built their businesses and some of the opportunities they foresee on the horizon, as the last couple of years of events have accelerated both technological and cultural change within the marketing landscape.

  This podcast series is bought to us by The Lane Agency.

  ]]>In this first short series, The Lane Agency speaks to a number of senior leaders within the Marketing industry in Scotland, discussing a wide range of topics - from the trials and tribulations of starting and building a successful marketing agency to marketing innovation within the drinks industry, the hot topic of sustainability and marketing in a pre and post-Covid world. This podcast series highlights the creativity, passion, resilience, and success of some of our talented industry colleagues.

  Episode 1

  In this episode of Leading Conversations, Pam Scobbie from John Doe & Ali Findlay from the Lane Agency, who have been running their successful marketing agencies for more than 10 years, talk about everything from the spark that inspired them both to start their agencies, some challenges faced as they built their businesses and some of the opportunities they foresee on the horizon, as the last couple of years of events have accelerated both technological and cultural change within the marketing landscape.

  This podcast series is bought to us by The Lane Agency.

  ]]>d9d60edd-4996-4255-9a9c-f2a41b7a5b78Fri, 27 Oct 2023 11:30:00 +000043:16truefull1111In Conversation With: Allyson Stewart-Allen: Foreign Fails Part 3Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode (which you can watch here https://youtu.be/gpE3d3XxWZU)

  When expanding internationally, critical factors include having an open mindset, actively seeking input from local teams, and thoroughly researching all aspects of the marketing mix - not just advertising but also product assortment, pricing, customer service policies etc. 

  For marketing crises, businesses need to have a plan in place and be ready to act quickly. Admit mistakes openly, articulate action steps, and show contrition in a culturally appropriate way.

  Upcoming projects for Allyson include speaking events and potentially returning to The Apprentice TV show. She aims to continue helping companies expand successfully internationally.

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode (which you can watch here https://youtu.be/gpE3d3XxWZU)

  When expanding internationally, critical factors include having an open mindset, actively seeking input from local teams, and thoroughly researching all aspects of the marketing mix - not just advertising but also product assortment, pricing, customer service policies etc. 

  For marketing crises, businesses need to have a plan in place and be ready to act quickly. Admit mistakes openly, articulate action steps, and show contrition in a culturally appropriate way.

  Upcoming projects for Allyson include speaking events and potentially returning to The Apprentice TV show. She aims to continue helping companies expand successfully internationally.

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>d5ea5bf5-1bb6-40db-b0c5-99947e8f7596Fri, 27 Oct 2023 09:00:00 +000017:17truefull55In Conversation With: Allyson Stewart-Allen: Foreign Fails Part 2Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode:

  Allyson shares examples of successful localized marketing campaigns, like KitKat's wasabi and green tea flavours in Japan and Starbucks' half-wrap sizes in Singapore. 

  Watch the video here for props from Allyson's "cabinet of curiosities" https://youtu.be/biURVI5d_Wk

  Other examples include Pandora's city-specific charms, Estee Lauder fragrances tailored to different cities, and Volkswagen adding cupholders to beetles for the US market.

  On the other hand, Zara and QVC made mistakes by not properly researching local tastes when expanding internationally - Zara undersupplying larger clothing sizes in the UK and QVC bracelets being too small for German wrists.

  The key takeaway is to view cultural differences as just that - different, not wrong. Avoid judging other markets and instead see the commercial opportunities. 

  Do your homework to understand local tastes, shopping behaviours, sizing, etc and adapt products and marketing accordingly. Don't assume other markets are the same as your home market.

  In the final episode, Allyson will share advice for effectively adapting and localizing branding and messaging when expanding internationally.

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode:

  Allyson shares examples of successful localized marketing campaigns, like KitKat's wasabi and green tea flavours in Japan and Starbucks' half-wrap sizes in Singapore. 

  Watch the video here for props from Allyson's "cabinet of curiosities" https://youtu.be/biURVI5d_Wk

  Other examples include Pandora's city-specific charms, Estee Lauder fragrances tailored to different cities, and Volkswagen adding cupholders to beetles for the US market.

  On the other hand, Zara and QVC made mistakes by not properly researching local tastes when expanding internationally - Zara undersupplying larger clothing sizes in the UK and QVC bracelets being too small for German wrists.

  The key takeaway is to view cultural differences as just that - different, not wrong. Avoid judging other markets and instead see the commercial opportunities. 

  Do your homework to understand local tastes, shopping behaviours, sizing, etc and adapt products and marketing accordingly. Don't assume other markets are the same as your home market.

  In the final episode, Allyson will share advice for effectively adapting and localizing branding and messaging when expanding internationally.

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>84da785d-0408-47ec-91e0-6c6edfc40015Wed, 25 Oct 2023 09:00:00 +000019:03truefull44Slow down to get better results from your design strategySlow design is the future of marketing, according to Rebecca McCowan, Design Lead at the Coca-Cola Company and our latest guest on the Shiny New Object Podcast.

  Find out why brands go too fast and re-brand too much, as well as the merits of letting people engage with brands in a way that lets them learn along the way, rather than giving them all the information from the very beginning. Rebecca also shares the secrets behind the Coca-Cola Christmas and tells us why so many design briefs get things wrong - and how to fix it.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Slow design is the future of marketing, according to Rebecca McCowan, Design Lead at the Coca-Cola Company and our latest guest on the Shiny New Object Podcast.

  Find out why brands go too fast and re-brand too much, as well as the merits of letting people engage with brands in a way that lets them learn along the way, rather than giving them all the information from the very beginning. Rebecca also shares the secrets behind the Coca-Cola Christmas and tells us why so many design briefs get things wrong - and how to fix it.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>98f901c7-ca1a-4139-a796-3dfc0ad69766Tue, 24 Oct 2023 09:55:00 +000026:51truefull66In Conversation With: Allyson Stewart-Allen: Foreign Fails Part 1Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode:

  Allyson shares her background and how living in Germany as a child sparked her passion for international marketing. 

  Key challenges in global branding include finding the right balance between global consistency and local relevance. Businesses tend to swing between fully global or fully local approaches, when success requires an integrated approach.

  Cultural intelligence is critical for global marketing success. Leaders need to actively listen to and learn from local teams to understand what will resonate in each market.

  Allyson shares examples of companies that do this well to adapt their product offerings for different markets. 

  In the next episode, Allyson will share examples from her "cabinet of curiosities" - case studies of successful and unsuccessful cross-cultural marketing campaigns.

  You can watch the recording of this podcast here: https://youtu.be/Pr9UkDrIAQ8

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

  We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

  In this episode:

  Allyson shares her background and how living in Germany as a child sparked her passion for international marketing. 

  Key challenges in global branding include finding the right balance between global consistency and local relevance. Businesses tend to swing between fully global or fully local approaches, when success requires an integrated approach.

  Cultural intelligence is critical for global marketing success. Leaders need to actively listen to and learn from local teams to understand what will resonate in each market.

  Allyson shares examples of companies that do this well to adapt their product offerings for different markets. 

  In the next episode, Allyson will share examples from her "cabinet of curiosities" - case studies of successful and unsuccessful cross-cultural marketing campaigns.

  You can watch the recording of this podcast here: https://youtu.be/Pr9UkDrIAQ8

  Biography: Allyson Stewart-Allen

  Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

  Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

  Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

  Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

  ]]>ce0b4cd2-3b5c-4a27-9e8f-5342a2d20c19Mon, 23 Oct 2023 19:45:00 +000013:31truefull33The FList 2023 - Creatives taking responsibility for people and planet“There’s really no way you can say you don’t know this is a dangerous activity at this point”

  Making a return to the podcast, we caught up with Duncan Meisel, founder of Clean Creatives, so we could talk about the newly published F-List.

  For anyone unfamiliar, Clean Creatives, is a movement of advertisers, PR professionals, and their clients cutting ties with fossil fuels.The F-List is a body of research and report which documents agencies who choose to continue working with fossil fuel organisations despite the scientific consensus that what they do is destroying the planet. It really doesn’t get much clearer than that.

  We dive straight into this conversation finding out what has been happening with the Clean Creative campaign, its progress and of course, that infamous F-List.

  Duncan reveals that over 800 agencies have now taken the pledge including their first large agency (over a 1000 employees). When looking at the agencies who have made the bold commitment no to work with fossil fuel organisations vs, those who are on the F-List, Duncan points out, “there’s really no way you can say you don’t know this is a dangerous activity at this point” – the F-list is just highlighting to people those agencies who are choosing to ignore all the warnings.

  The F-List has evolved over the last 3 years, with more focus on the data, the sources and as Duncan explains, they were able to do both a global and multilingual search this time. They also had a much shorter reporting timeframe, “this year we tried to be really precise and look for agencies that were doing work right now in 2022 and 2023, the hottest years in human history.”

  We discuss the fact that despite all the evidence, the F-List agencies continue to try and defend their work, and the role the 800+ agencies committed to the Clean Creatives pledge have in telling their stories about change and progress. The more we share our work on the good stuff, the solutions and the opportunities around that the more we can work together to move away from those things that do the most harm.

  This conversation is one not to miss, whether you work for an agency or with agencies, it’s important to be aware of the F-List and the work that Clean Creatives are doing.

  For more information about Clean Creatives - https://cleancreatives.org/

  And if you catch this podcast in time to join Duncan and the Clean Creatives team in London for their Happy Hour on the 31st October - there’s an invitation and more details to that event here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  
  

  ]]>“There’s really no way you can say you don’t know this is a dangerous activity at this point”

  Making a return to the podcast, we caught up with Duncan Meisel, founder of Clean Creatives, so we could talk about the newly published F-List.

  For anyone unfamiliar, Clean Creatives, is a movement of advertisers, PR professionals, and their clients cutting ties with fossil fuels.The F-List is a body of research and report which documents agencies who choose to continue working with fossil fuel organisations despite the scientific consensus that what they do is destroying the planet. It really doesn’t get much clearer than that.

  We dive straight into this conversation finding out what has been happening with the Clean Creative campaign, its progress and of course, that infamous F-List.

  Duncan reveals that over 800 agencies have now taken the pledge including their first large agency (over a 1000 employees). When looking at the agencies who have made the bold commitment no to work with fossil fuel organisations vs, those who are on the F-List, Duncan points out, “there’s really no way you can say you don’t know this is a dangerous activity at this point” – the F-list is just highlighting to people those agencies who are choosing to ignore all the warnings.

  The F-List has evolved over the last 3 years, with more focus on the data, the sources and as Duncan explains, they were able to do both a global and multilingual search this time. They also had a much shorter reporting timeframe, “this year we tried to be really precise and look for agencies that were doing work right now in 2022 and 2023, the hottest years in human history.”

  We discuss the fact that despite all the evidence, the F-List agencies continue to try and defend their work, and the role the 800+ agencies committed to the Clean Creatives pledge have in telling their stories about change and progress. The more we share our work on the good stuff, the solutions and the opportunities around that the more we can work together to move away from those things that do the most harm.

  This conversation is one not to miss, whether you work for an agency or with agencies, it’s important to be aware of the F-List and the work that Clean Creatives are doing.

  For more information about Clean Creatives - https://cleancreatives.org/

  And if you catch this podcast in time to join Duncan and the Clean Creatives team in London for their Happy Hour on the 31st October - there’s an invitation and more details to that event here.

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  
  

  ]]>5f0c8d81-d9d1-4df2-ac60-8c470f344ed8Fri, 20 Oct 2023 13:52:00 +000041:15truefull6767Behind the Awards | Christmas with CamelotWith the dust having settled on The Marketing Society Awards for 2023, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox and the team at Camelot, to discuss their Christmas campaign which won the award for Best Brand Communication.

  In this discussion, Anna McInally (Head of Marketing Communications) and Rachel Moss (Head of Marketing Strategy & Media) talk us through the challenges The National Lottery were facing at the time, the innovative and creative strategy behind the campaign, and ultimately the results which led to its national success.

  Find out more about The Marketing Society Awards here https://awards.marketingsociety.com/

  ]]>With the dust having settled on The Marketing Society Awards for 2023, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox and the team at Camelot, to discuss their Christmas campaign which won the award for Best Brand Communication.

  In this discussion, Anna McInally (Head of Marketing Communications) and Rachel Moss (Head of Marketing Strategy & Media) talk us through the challenges The National Lottery were facing at the time, the innovative and creative strategy behind the campaign, and ultimately the results which led to its national success.

  Find out more about The Marketing Society Awards here https://awards.marketingsociety.com/

  ]]>0033a3fc-db2d-4fd7-bc8e-f8a73b850f84Thu, 12 Oct 2023 17:28:00 +000034:36truefull22The role of audiences in marketing effectiveness, with H&R Block's Jill CressH&R Block's Chief Marketing and Experience Officer, Jill Cress, talks to the Shiny New Object Podcast about the importance of knowing your audience for increasing creative effectiveness.

  Of course, audiences have always been essential to good marketing. But in today's world full of additional data points, how do advertisers gain from being data-driven and creating personalised experiences? What are the tips to maximise this opportunity?

  Find out more on the latest episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>H&R Block's Chief Marketing and Experience Officer, Jill Cress, talks to the Shiny New Object Podcast about the importance of knowing your audience for increasing creative effectiveness.

  Of course, audiences have always been essential to good marketing. But in today's world full of additional data points, how do advertisers gain from being data-driven and creating personalised experiences? What are the tips to maximise this opportunity?

  Find out more on the latest episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>65866725-59b1-4d10-9938-782412b46aedTue, 10 Oct 2023 11:30:00 +000027:03truefull1551Sustainability Squad - Media industry perspectives surrounding ESG with a focus on Environmental and Responsible media considerationsHosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 4

  In episode 4 of the Marketing Society’s Sustainability Squad podcast series hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Stewart Morrison (Managing Director of Firm Decisions Middle East and Africa- the audit division of the world’s largest marketing and media performance consultancy Ebiquity PLC ) as they dive into Media Industry perspectives surrounding ESG. Particularly covering Environmental and responsible media issues to start with!

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>Hosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 4

  In episode 4 of the Marketing Society’s Sustainability Squad podcast series hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Stewart Morrison (Managing Director of Firm Decisions Middle East and Africa- the audit division of the world’s largest marketing and media performance consultancy Ebiquity PLC ) as they dive into Media Industry perspectives surrounding ESG. Particularly covering Environmental and responsible media issues to start with!

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>68e88deb-481c-4ad5-a03c-5c79c4539521Mon, 09 Oct 2023 09:00:00 +000049:42truefull1441Sustainability Squad - Marketing 4 GoodHosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 3

  In episode 3 of the Marketing Society’s Sustainability Squad podcast Learn about why The Marketing Society has selected Emirates Nature WWF as the organization to support for this year’s Marketing 4 Good initiative. TMS Board Member Neda Shelton hosts this episode of the Sustainability Squad podcast with Hossam Nasef, Head of Strategic Partnerships at Emirates Nature-WWF about the importance of the role of marketers in raising awareness and understanding of the critical role of nature-based solutions in tackling the climate crisis.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>Hosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 3

  In episode 3 of the Marketing Society’s Sustainability Squad podcast Learn about why The Marketing Society has selected Emirates Nature WWF as the organization to support for this year’s Marketing 4 Good initiative. TMS Board Member Neda Shelton hosts this episode of the Sustainability Squad podcast with Hossam Nasef, Head of Strategic Partnerships at Emirates Nature-WWF about the importance of the role of marketers in raising awareness and understanding of the critical role of nature-based solutions in tackling the climate crisis.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>d197179c-38be-41e2-ab83-e287ccdc063dFri, 06 Oct 2023 09:00:00 +000036:11truefull1331Building the business case for Sustainable Marketing (Part 2) - Caroline Taylor, Former CMO, IBM Global MarketsCarrying on from Part 1, this episode jumps straight into the tactical side, where Caroline shares her views on the opportunities around digital, making the point that, “listening for a business is such a wealth of value which can be done in an automated way, and is the way forward to be commercially successful.”

  Moving on to metrics and measures an area with many questions but not enough answers yet, we talked about how we have to go beyond the corporate metrics of revenue and profit. Whilst these are still important metrics, the need to broaden out what we measure and what ‘good performance’ looks like is critical. Caroline explains that influence was a big deal at IBM, influence and reputation metrics are valuable both from a B2B and B2C perspective. But….and this is important, Caroline points out in when it comes to why people buy from and engage with you, “the big challenge for marketers is, those reasons have to be authentic, they have to be real, there has to be credibility behind them.”

  The ability to look broadly, do the right thing and meet all the points of value creation are what make marketing and indeed this conversation so interesting. Caroline shares some top actions she believes marketers need to be doing and of course we ask her that all important question, ‘Can marketing save the planet?’ This is not one to be missed, it will leave you with so much to think about and take forward, so tune in, listen and tell us what you think…

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>Carrying on from Part 1, this episode jumps straight into the tactical side, where Caroline shares her views on the opportunities around digital, making the point that, “listening for a business is such a wealth of value which can be done in an automated way, and is the way forward to be commercially successful.”

  Moving on to metrics and measures an area with many questions but not enough answers yet, we talked about how we have to go beyond the corporate metrics of revenue and profit. Whilst these are still important metrics, the need to broaden out what we measure and what ‘good performance’ looks like is critical. Caroline explains that influence was a big deal at IBM, influence and reputation metrics are valuable both from a B2B and B2C perspective. But….and this is important, Caroline points out in when it comes to why people buy from and engage with you, “the big challenge for marketers is, those reasons have to be authentic, they have to be real, there has to be credibility behind them.”

  The ability to look broadly, do the right thing and meet all the points of value creation are what make marketing and indeed this conversation so interesting. Caroline shares some top actions she believes marketers need to be doing and of course we ask her that all important question, ‘Can marketing save the planet?’ This is not one to be missed, it will leave you with so much to think about and take forward, so tune in, listen and tell us what you think…

  ________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>67952a0d-b885-4ae9-b01b-86f7e28f8074Thu, 05 Oct 2023 11:16:00 +000027:52truefull166661What neuroscience can teach marketers for creative effectivenessOn the latest episode of the Shiny New Object Podcast, Sorin Patilinet, Senior Director for Marketing Effectiveness at Mars, shares how he's been using neuro marketing - applying neuroscience to decision making in the marketing process.

  Find out how neuro marketing works, what Sorin's top tips are for advertisers, and why blogging has been one of his best investments of time and energy.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>On the latest episode of the Shiny New Object Podcast, Sorin Patilinet, Senior Director for Marketing Effectiveness at Mars, shares how he's been using neuro marketing - applying neuroscience to decision making in the marketing process.

  Find out how neuro marketing works, what Sorin's top tips are for advertisers, and why blogging has been one of his best investments of time and energy.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>6e6bedb6-2c1c-4fcc-bd74-00b5ac9353acTue, 03 Oct 2023 11:37:00 +000025:51truefull1441The Buy Side - KP Snacks - UNOFFICIAL PARTNERThe Buy Side is an Unofficial Partner series of conversations about sport and sponsorship with brand marketers. 

  Our guest is Kevin McNair, Marketing Director of KP Snacks, whose career includes previous senior marketing roles at Unilever and PepsiCo. 

  We discuss the high profile sponsorship of The Hundred, the ECB's controversial short format cricket competition and discuss the work of Professor Byron Sharp and Ehrenberg Bass Institute for Marketing Science, which shapes the decision making of KP Snacks and other major marketing led companies.

  The other voice you'll hear is The Buy Side co-host Shaun Whatling, CEO of Redmandarin, the strategic sponsorship consultancy.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>The Buy Side is an Unofficial Partner series of conversations about sport and sponsorship with brand marketers. 

  Our guest is Kevin McNair, Marketing Director of KP Snacks, whose career includes previous senior marketing roles at Unilever and PepsiCo. 

  We discuss the high profile sponsorship of The Hundred, the ECB's controversial short format cricket competition and discuss the work of Professor Byron Sharp and Ehrenberg Bass Institute for Marketing Science, which shapes the decision making of KP Snacks and other major marketing led companies.

  The other voice you'll hear is The Buy Side co-host Shaun Whatling, CEO of Redmandarin, the strategic sponsorship consultancy.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>3cf4f8a4-ac46-4ea2-ba86-4f0f878187b2Tue, 03 Oct 2023 09:30:00 +000057:36truefull1441THINK EQUAL podcast: Leanne Foy meets Mary GodbeerThis month, THINK EQUAL Project Director, Leanne Foy meets Mary Godbeer, Senior Corporate Communications & PR Manager at International Cricket Council.

  What can sport and business learn from each other when it comes to levelling the playing field? Mary shares how often being the only female in the meeting room can be a powerful and positive influence. If this resonates with you, Mary shares the importance of developing an open mindset that seeks constructive feedback. Be brave and back yourself!

  In this episode, Mary shares how the ICC are making progress to champion equality in their sport and their business. On IWD and beyond, initiatives have included, closing the gender pay gap, developing safe spaces for women on digital channels and building a diverse team.

  Highlights include:

  • How to develop a ‘curious’ mindset to identify your career goal
  • The importance of bravery when it comes to progression
  • Why your network is the best place to look for honest and constructive feedback
  
  

  Mary’s passion for sport and diversity is contagious. It's a fabulous listen, we hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>This month, THINK EQUAL Project Director, Leanne Foy meets Mary Godbeer, Senior Corporate Communications & PR Manager at International Cricket Council.

  What can sport and business learn from each other when it comes to levelling the playing field? Mary shares how often being the only female in the meeting room can be a powerful and positive influence. If this resonates with you, Mary shares the importance of developing an open mindset that seeks constructive feedback. Be brave and back yourself!

  In this episode, Mary shares how the ICC are making progress to champion equality in their sport and their business. On IWD and beyond, initiatives have included, closing the gender pay gap, developing safe spaces for women on digital channels and building a diverse team.

  Highlights include:

  • How to develop a ‘curious’ mindset to identify your career goal
  • The importance of bravery when it comes to progression
  • Why your network is the best place to look for honest and constructive feedback
  
  

  Mary’s passion for sport and diversity is contagious. It's a fabulous listen, we hope you enjoy it!

  A note from THINK EQUAL

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>1630297e-a65d-4a13-962a-f683d8c1a761Mon, 02 Oct 2023 09:30:00 +000028:28truefull1441The Whole Marketer Ep106 - Strategic Thinking with guest Zoe ScamanEpisode #106. The technical skill explored in this episode is Strategic Thinking -a fundamental skill for marketers to gain clarity on long-term choices and strategic direction in order to unlock the future growth of brands and businesses. 

  Joining Abby to explore this topic is Zoe Scaman, founder of strategy studio Bodacious, whose career spans across client-side, agency-side and consultancy for brands and businesses such as Nike, Netflix, EA Games, Unilever, Oatly and Mediacom.  

  In this episode, Zoe defines strategic thinking and some critical questions she asks during the strategic process (but why it’s not a concrete framework). Zoe also shares her views on the marketing industry, why she champions optimism and generalists vs specialists. Plus career highs and lows and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Zoe Scaman | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>Episode #106. The technical skill explored in this episode is Strategic Thinking -a fundamental skill for marketers to gain clarity on long-term choices and strategic direction in order to unlock the future growth of brands and businesses. 

  Joining Abby to explore this topic is Zoe Scaman, founder of strategy studio Bodacious, whose career spans across client-side, agency-side and consultancy for brands and businesses such as Nike, Netflix, EA Games, Unilever, Oatly and Mediacom.  

  In this episode, Zoe defines strategic thinking and some critical questions she asks during the strategic process (but why it’s not a concrete framework). Zoe also shares her views on the marketing industry, why she champions optimism and generalists vs specialists. Plus career highs and lows and advice for marketers. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Zoe Scaman | LinkedIn

  
  

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  
  

  ]]>f905e4ae-637a-41ac-9d16-ce01ec6a3e98Tue, 26 Sep 2023 07:00:00 +000039:09truefullBoosting Q4 & beyond creative effectivenessOn this one-off episode of the Shiny New Object podcast, Tom Ollerton interviews Automated Creative's Amy Wright (Global Head of Creative Strategy) and Dan Moseley (Managing Director, North America). They share their findings on how marketers plan their end-of-year campaigns, what are the most common mistakes that could affect your budget, and how you can turn this around with actionable tips.

  Amy and Dan's white paper will be presented during the upcoming webinar on 28th September, "Compounding Creative: An Urgent Q4 Wake-up Call for Marketers." Find out more and sign up here: https://live.remo.co/e/compounding-creative-effectivene/register

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>On this one-off episode of the Shiny New Object podcast, Tom Ollerton interviews Automated Creative's Amy Wright (Global Head of Creative Strategy) and Dan Moseley (Managing Director, North America). They share their findings on how marketers plan their end-of-year campaigns, what are the most common mistakes that could affect your budget, and how you can turn this around with actionable tips.

  Amy and Dan's white paper will be presented during the upcoming webinar on 28th September, "Compounding Creative: An Urgent Q4 Wake-up Call for Marketers." Find out more and sign up here: https://live.remo.co/e/compounding-creative-effectivene/register

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>1c20262f-95aa-4349-bdc0-0a4feac5b7cbMon, 25 Sep 2023 12:37:00 +000018:38truefull1331Sustainability Squad - Purpose-driven strategy, the role and function of brandHosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 2

  In episode 2 of the Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Dan Dimmock (cultural and institutional brand architect, impact strategist, and championing purpose-driven brand development) as they dive into what it really means to be a purpose led organisation, the function of brands and marketing and how brands can help consumers make better informed decisions. Produced by our partners Podcast Now.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>Hosted out of the UAE, the sustainability squad was created to bring together a group of members to help drive change around ESG and help curate high-quality content in the UAE’s Year of Sustainability. The squad seeks to put The Marketing Society at the heart of the Sustainability conversation in the build-up to COP28 and lead the conversation for the industry.

  Episode 2

  In episode 2 of the Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Dan Dimmock (cultural and institutional brand architect, impact strategist, and championing purpose-driven brand development) as they dive into what it really means to be a purpose led organisation, the function of brands and marketing and how brands can help consumers make better informed decisions. Produced by our partners Podcast Now.

  The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

  The aim of the series is to empower the wider marcomms community to drive change in their organisations.

  The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

  ]]>874ca6eb-3881-4124-917b-faea75234afbMon, 25 Sep 2023 08:00:00 +000033:26truefull1221The magnificent 7 power skills you need to win with AI: Episode 3This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced.

  In this episode they discuss the final two "power skills" - inspiring leadership and decision making. 

  Inspiring leadership involves showing authenticity, compassion, and charisma - things an AI cannot fully replicate. Leaders must act as role models and problem simplifiers.

  With decision making, AI can systematize parts of the process but ultimately complex decisions require a human perspective. Humans add context, intuition and reassurance.

  The hosts summarize that in an AI future, focusing on these human power skills will allow strategists to collaborate with AI but also excel where AI falls short. 

  Key power skills are critical thinking, sensemaking, creativity, storytelling, foresight, inspiring, and decision making.

  Humans will still comprehend complexity and empathize in ways AI cannot. Building "T-shaped" teams with expertise across skills is important.

  Fostering agility and fluidity in thinking will be critical to work alongside AI and "make a difference."

  The hosts welcome discussion on these ideas and skills needed to survive and thrive alongside advancing AI systems. 

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced.

  In this episode they discuss the final two "power skills" - inspiring leadership and decision making. 

  Inspiring leadership involves showing authenticity, compassion, and charisma - things an AI cannot fully replicate. Leaders must act as role models and problem simplifiers.

  With decision making, AI can systematize parts of the process but ultimately complex decisions require a human perspective. Humans add context, intuition and reassurance.

  The hosts summarize that in an AI future, focusing on these human power skills will allow strategists to collaborate with AI but also excel where AI falls short. 

  Key power skills are critical thinking, sensemaking, creativity, storytelling, foresight, inspiring, and decision making.

  Humans will still comprehend complexity and empathize in ways AI cannot. Building "T-shaped" teams with expertise across skills is important.

  Fostering agility and fluidity in thinking will be critical to work alongside AI and "make a difference."

  The hosts welcome discussion on these ideas and skills needed to survive and thrive alongside advancing AI systems. 

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>7768c2c8-ac05-4210-bdd9-d72f8db232bbFri, 22 Sep 2023 12:00:00 +000009:39truefull33Building the business case for Sustainable Marketing (Part 1) - Caroline Taylor, Former CMO, IBM Global Markets“There are four questions every business needs good answers to. Why would anyone want to buy from us? Why would anyone want to work for us? Why would anyone want to invest in us? Why would anyone allow us to operate in their community, society?”

  It’s another two-parter and in this episode (Part 1), we dive into the role of CMOs and leaders when it comes to the sustainability agenda. We were joined by Caroline Taylor OBE, former CMO for IBMs international business and a huge advocate for ‘adding value in many other places in the world.’

  Already aware of sustainability back in the early 2000’s Caroline got really focused in the mid 2000’s when IBM was doing work in ‘green IT’ and 2% of global carbon emissions were attributed to IT. Caroline explains, “I was very struck with the notion…but what about the other 98% and how we might use technology to mitigate that?” It was at that point she fell down the sustainability rabbit hole and started looking into how IBM could become a greater part of the solution whilst at the same time, find new ways to differentiate.

  As well as looking for answers externally, Caroline talks at depth about the need to changes hearts and minds on sustainability internally, and raises the important point that to do this effectively requires conversations which focus on, “why this is a business opportunity as opposed to being a really important thing to do.” Caroline explains, “learning how to shift my focus from here’s a brilliant marketing idea, to here’s a brilliant business idea that’s going to make us money, our shareholders will love us, but it’s going to be tapping into something that is really important societally at the same time, is a win, win, win.” And, when it comes to stakeholder engagement we have to understand that, “enlightenment is important but the self-interest is real – we have to think about all of our stakeholder and what’s in it for them”

  The need for leaders to recognise and see the opportunity in sustainability is so critical to balancing the triple bottom line and protecting the sustainability of their business. This episode explores the need for investment, the shift away from short-term thinking and strategising and the very real, tough choices and prioritisation that organisations need to make. Caroline also shares her insights into the role B2B marketing and business plays….for marketing she says it’s about “taking all the smart marketers that care and taking them outside of their day jobs to figure out how to use all those marketing skills to educate and engage and empower people to make better choices.” And, we couldn’t agree more, the case for education and awareness and the significant role and opportunity marketers and leaders have really shines through in this episode.

  So, tune in and listen, and don’t forget there’s Part 2 in two weeks time where we continue the conversation, delving into the tactical side of marketing, the importance of listening and the challenge of what to measure when it comes to value creation around driving a more sustainable marketing agenda.

  _________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>“There are four questions every business needs good answers to. Why would anyone want to buy from us? Why would anyone want to work for us? Why would anyone want to invest in us? Why would anyone allow us to operate in their community, society?”

  It’s another two-parter and in this episode (Part 1), we dive into the role of CMOs and leaders when it comes to the sustainability agenda. We were joined by Caroline Taylor OBE, former CMO for IBMs international business and a huge advocate for ‘adding value in many other places in the world.’

  Already aware of sustainability back in the early 2000’s Caroline got really focused in the mid 2000’s when IBM was doing work in ‘green IT’ and 2% of global carbon emissions were attributed to IT. Caroline explains, “I was very struck with the notion…but what about the other 98% and how we might use technology to mitigate that?” It was at that point she fell down the sustainability rabbit hole and started looking into how IBM could become a greater part of the solution whilst at the same time, find new ways to differentiate.

  As well as looking for answers externally, Caroline talks at depth about the need to changes hearts and minds on sustainability internally, and raises the important point that to do this effectively requires conversations which focus on, “why this is a business opportunity as opposed to being a really important thing to do.” Caroline explains, “learning how to shift my focus from here’s a brilliant marketing idea, to here’s a brilliant business idea that’s going to make us money, our shareholders will love us, but it’s going to be tapping into something that is really important societally at the same time, is a win, win, win.” And, when it comes to stakeholder engagement we have to understand that, “enlightenment is important but the self-interest is real – we have to think about all of our stakeholder and what’s in it for them”

  The need for leaders to recognise and see the opportunity in sustainability is so critical to balancing the triple bottom line and protecting the sustainability of their business. This episode explores the need for investment, the shift away from short-term thinking and strategising and the very real, tough choices and prioritisation that organisations need to make. Caroline also shares her insights into the role B2B marketing and business plays….for marketing she says it’s about “taking all the smart marketers that care and taking them outside of their day jobs to figure out how to use all those marketing skills to educate and engage and empower people to make better choices.” And, we couldn’t agree more, the case for education and awareness and the significant role and opportunity marketers and leaders have really shines through in this episode.

  So, tune in and listen, and don’t forget there’s Part 2 in two weeks time where we continue the conversation, delving into the tactical side of marketing, the importance of listening and the challenge of what to measure when it comes to value creation around driving a more sustainable marketing agenda.

  _________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>8dc951c1-7c8d-4ccc-9112-7b9d6803abd9Thu, 21 Sep 2023 10:36:00 +000035:03truefull6565Sports News Upload - The peculiar story behind Man Utd's new shirt deal - Unofficial Partner PodcastManchester United's famous red shirt is a prime piece of sporting real estate.

  So why is TeamViewer ending its deal early?

  What do you buy when you buy the United shirt?

  And what does it say about the relationship between football and the commercial sector?

  Welcome to Sports News Upload, with Richard Gillis and Matt Cutler.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>Manchester United's famous red shirt is a prime piece of sporting real estate.

  So why is TeamViewer ending its deal early?

  What do you buy when you buy the United shirt?

  And what does it say about the relationship between football and the commercial sector?

  Welcome to Sports News Upload, with Richard Gillis and Matt Cutler.

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  We publish two podcasts each week, on Tuesday and Friday.

  These are deep conversations with smart people from inside and outside sport.

  Our entire back catalogue of 300 sports business conversations are available free of charge here.

  Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

  If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

  ]]>416a40a2-555f-488e-9016-22b1f811bb10Wed, 20 Sep 2023 15:55:00 +000031:20truefull44The magnificent 7 power skills you need to win with AI: Episode 2This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced.

  In this episode they discuss the next 3 "power skills" needed to thrive in an AI-powered world: creativity, storytelling, and foresight.

  For creativity, AI will provide a "first draft" that humans can then build on with creative prompts and nudges to reach true creative insight. 

  With storytelling, humans must move beyond telling stories to transmitting powerful psychological messages that tap into emotions. AI can help craft stories, but humans provide the empathy.

  Foresight involves "virtual time travel" - not just forecasting but imagining desired futures. Humans can envision scenarios in a way AI currently cannot. 

  AI will get strategists and marketers to "first base" with data analysis, but they need these skills to make the leaps AI cannot yet make.

  The skills discussed so far are: critical thinking, sensemaking, creativity, storytelling, and foresight. 

  Still to come in the final episode are inspiring and decision making, and thoughts on applying these skills going forward.

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced.

  In this episode they discuss the next 3 "power skills" needed to thrive in an AI-powered world: creativity, storytelling, and foresight.

  For creativity, AI will provide a "first draft" that humans can then build on with creative prompts and nudges to reach true creative insight. 

  With storytelling, humans must move beyond telling stories to transmitting powerful psychological messages that tap into emotions. AI can help craft stories, but humans provide the empathy.

  Foresight involves "virtual time travel" - not just forecasting but imagining desired futures. Humans can envision scenarios in a way AI currently cannot. 

  AI will get strategists and marketers to "first base" with data analysis, but they need these skills to make the leaps AI cannot yet make.

  The skills discussed so far are: critical thinking, sensemaking, creativity, storytelling, and foresight. 

  Still to come in the final episode are inspiring and decision making, and thoughts on applying these skills going forward.

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>8892e0e7-49eb-44fe-b767-f4683a523c74Wed, 20 Sep 2023 15:00:00 +000010:18truefull22In Conversation With: Syl Saller on NED and portfolio rolesIn our latest "In Conversation with" series, Head of Content and Communications Rachel Letham speaks with the President of The Marketing Society and former Chief Marketing and Innovation Officer at Diageo, Syl Saller.

  Syl is an Executive Coach and Mentor, Board Member, Marketing Advisor and co-founder of the Marketing Leadership Masterclass.

  At the time of recording it is September 2023 and The Marketing Society is hosting a Fellows led event in London- "Life on the outside, Connections and Conversations with Annabel Venner and Martin Glenn" This event is all about NED, Trustee and portfolio roles. So Rachel delved into this topic with Syl, asking her some key questions about NED and portfolio roles, so we could share her insight with you. 

  Find the event details here:

  • CONNECTIONS AND CONVERSATIONS: LIFE ON THE OUTSIDE…MARTIN GLENN AND ANNABEL VENNER TELL ALL
  
  
  ]]>In our latest "In Conversation with" series, Head of Content and Communications Rachel Letham speaks with the President of The Marketing Society and former Chief Marketing and Innovation Officer at Diageo, Syl Saller.

  Syl is an Executive Coach and Mentor, Board Member, Marketing Advisor and co-founder of the Marketing Leadership Masterclass.

  At the time of recording it is September 2023 and The Marketing Society is hosting a Fellows led event in London- "Life on the outside, Connections and Conversations with Annabel Venner and Martin Glenn" This event is all about NED, Trustee and portfolio roles. So Rachel delved into this topic with Syl, asking her some key questions about NED and portfolio roles, so we could share her insight with you. 

  Find the event details here:

  • CONNECTIONS AND CONVERSATIONS: LIFE ON THE OUTSIDE…MARTIN GLENN AND ANNABEL VENNER TELL ALL
  
  
  ]]>1c5d73cc-9461-4660-afd4-7ac35c381c3eTue, 19 Sep 2023 11:24:00 +000006:59truefull22Harnessing Generative AI in Marketing with Cautious OptimismAfter an illustrious career at Procter & Gamble, Gerry D'Angelo has seen a lot of marketing innovation mistakes. From the way the industry handled the social media boom to all the perils potentially thrown out by generative AI, he advises us to stay cautiously optimistic as we enter a new world of content production.

  His Shiny New Object is AI, but he gives us tips on how to moderate the excitement and find ways to harness it without too many unforeseen negative consequences.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>After an illustrious career at Procter & Gamble, Gerry D'Angelo has seen a lot of marketing innovation mistakes. From the way the industry handled the social media boom to all the perils potentially thrown out by generative AI, he advises us to stay cautiously optimistic as we enter a new world of content production.

  His Shiny New Object is AI, but he gives us tips on how to moderate the excitement and find ways to harness it without too many unforeseen negative consequences.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>1dff43f0-cb4e-4f54-b411-72f172e577d8Tue, 19 Sep 2023 10:15:00 +000021:42truefull44The Whole Marketer Ep105 - Decision Science with guest Phil BardenEpisode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour.

  Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.

  Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Unilever, Diageo and T-Mobile before setting up the UK arm of Decode to leverage decision science to increase marketing effectiveness and brand growth.

  In this episode he explains what we now understand about the process for making decisions, busts myths about subconscious purchase behaviour and how to get started if you’re a marketer new to decision science. Plus career highs and lows and advice for marketers.

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Phil Barden | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour.

  Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.

  Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Unilever, Diageo and T-Mobile before setting up the UK arm of Decode to leverage decision science to increase marketing effectiveness and brand growth.

  In this episode he explains what we now understand about the process for making decisions, busts myths about subconscious purchase behaviour and how to get started if you’re a marketer new to decision science. Plus career highs and lows and advice for marketers.

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Phil Barden | LinkedIn

  
  

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>5a1ec22c-878e-48c8-b911-a15a203ff603Tue, 19 Sep 2023 07:00:00 +000037:04truefullThe magnificent 7 power skills you need to win with AI: Episode 1This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced. In Episode 1 they focus on the first two: critical thinking and sensemaking.

  For critical thinking, abductive reasoning will become more important as AI improves deductive and inductive logic. Abductive reasoning involves making informed leaps and using "fuzzy logic" to arrive at nuanced conclusions with imperfect information.

  Sensemaking involves seeing the big picture interconnectedness of events and piecing together an understanding of how the world works. It requires intellectual confidence to bring together different disciplines.

  Developing these skills will allow strategists and marketers to crystallize issues, see connections others miss, and pull together coherent narratives from disparate information.

  In future episodes, they will cover the other power skills: creativity, storytelling, foresight, systems thinking, empathy, and learning agility.

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>This podcast discusses the skills and capabilities that strategists, marketers, and insight professionals will need to develop to stay relevant as AI becomes more advanced.

  The Marketing Society member Adam Riley is the founder of marketing insight consultancy Decision Architecture Limited and is joined by David Smith, Director of Insight Consultancy DVL Smith and also a Professor at the University of Hertfordshire Business School.

  Adam and David introduce 7 "power skills" that will be critical to staying relevant as AI becomes more advanced. In Episode 1 they focus on the first two: critical thinking and sensemaking.

  For critical thinking, abductive reasoning will become more important as AI improves deductive and inductive logic. Abductive reasoning involves making informed leaps and using "fuzzy logic" to arrive at nuanced conclusions with imperfect information.

  Sensemaking involves seeing the big picture interconnectedness of events and piecing together an understanding of how the world works. It requires intellectual confidence to bring together different disciplines.

  Developing these skills will allow strategists and marketers to crystallize issues, see connections others miss, and pull together coherent narratives from disparate information.

  In future episodes, they will cover the other power skills: creativity, storytelling, foresight, systems thinking, empathy, and learning agility.

  Bio's

  Adam Riley founded marketing insight consultancy Decision Architecture Limited in 2006. His 25-year-plus career has spanned market research agencies, client-side roles and management consultancy. Adam joined TN-AGB in the early nineties, before moving to RSL in its embryonic international research team. After an MBA at The London Business School, he joined Samsung in South Korea, as a Global Marketing Strategist, before moving back to London and becoming a senior member of the marketing strategy practice of Monitor Company (now part of Deloitte).

  David Smith is a Director of Insight Consultancy DVL Smith, which he founded in the 1980s. He is also a Professor at the University of Hertfordshire Business School. He holds a PhD in Organisational Psychology from the University of London and is a Graduate Member of the British Psychological Society. He is a former Vice President of ESOMAR, a Fellow and former Chairman of the UK Market Research Society (MRS), a Fellow of the Chartered Institute of Marketing and also a Fellow of the Institute of Consulting.

  Find out more at

  • The Polymath Mind Substack
  
  
  ]]>58cff8da-e028-4def-8f49-e0283698d715Mon, 18 Sep 2023 14:49:00 +000009:56truefull11Servant leadership for marketing excellenceSaurabh Patel, Group Chief Marketing Officer at IHH Healthcare, believes in servant leadership to support successful teams. On the latest Shiny New Object podcast, he shares how leaders can approach this to build confidence, clarity of thought, and more cohesion in their organisations.

  Tune in to get his marketing tips, find out why sales experience is so crucial for advertisers, and learn how to become a servant leader.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Saurabh Patel, Group Chief Marketing Officer at IHH Healthcare, believes in servant leadership to support successful teams. On the latest Shiny New Object podcast, he shares how leaders can approach this to build confidence, clarity of thought, and more cohesion in their organisations.

  Tune in to get his marketing tips, find out why sales experience is so crucial for advertisers, and learn how to become a servant leader.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>276f7dff-4ab1-4646-aec5-a247dd670ec9Wed, 13 Sep 2023 11:39:00 +000020:49truefullThe Whole Marketer Ep104 - Marketing Leader's Code with guest Gareth HelmEpisode #104. Season 6 returns with a leadership topic to support marketers to identify and develop their authentic leadership style.  

  Abby’s guest in this episode is Gareth Helm, award-winning marketer and author of the Marketing Leader’s Code: unlock your potential - learn the secrets of successful marketing leadership. His previous roles include Unilever, Innocent Drinks, Bear snacks, Tails.com, Zoopla, as well as Global Chief Marketing Officer for HomeServe. Today Gareth is a NED and Board Advisor for brands such as for Purple Bricks and Higgidy. 

  In this episode Gareth shares the principles and inspiration behind his new book, the 4 types of marketing leaders, the value of assessment and capability and why you should spend time building relationships. Plus Gareth shares his career highs and lows. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Gareth Helm | LinkedIn

  The Marketing Leader's Code: Unlock your potential - Learn the secrets of successful marketing leadership: Amazon.co.uk: Helm, Gareth, Helm, Sophie: 9781908770318: Books

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>Episode #104. Season 6 returns with a leadership topic to support marketers to identify and develop their authentic leadership style.  

  Abby’s guest in this episode is Gareth Helm, award-winning marketer and author of the Marketing Leader’s Code: unlock your potential - learn the secrets of successful marketing leadership. His previous roles include Unilever, Innocent Drinks, Bear snacks, Tails.com, Zoopla, as well as Global Chief Marketing Officer for HomeServe. Today Gareth is a NED and Board Advisor for brands such as for Purple Bricks and Higgidy. 

  In this episode Gareth shares the principles and inspiration behind his new book, the 4 types of marketing leaders, the value of assessment and capability and why you should spend time building relationships. Plus Gareth shares his career highs and lows. 

  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

  Guest: Gareth Helm | LinkedIn

  The Marketing Leader's Code: Unlock your potential - Learn the secrets of successful marketing leadership: Amazon.co.uk: Helm, Gareth, Helm, Sophie: 9781908770318: Books

  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

  ]]>4548a5e1-0a74-4c2d-868b-f4ab039c4f69Tue, 12 Sep 2023 07:00:00 +000027:47truefullSustainability Squad - Introduction to the Sustainability Squad, marketing and ESG.Discover the Sustainability Squad podcast series, hosted from the UAE, aimed at driving change in ESG practices. In Episode 1, cohosts Abdul Rahim Osman, Dan Bolton, and Nada Sayarh PhD delve into ESG considerations for marketers and how they can champion better practices. Produced by Podcast Now, this series offers insights on sustainability, creativity, and real-life case studies to inspire the marcomms community. Tune in to be part of the conversation leading up to COP28 and elevate your understanding of ESG.
  ]]>Discover the Sustainability Squad podcast series, hosted from the UAE, aimed at driving change in ESG practices. In Episode 1, cohosts Abdul Rahim Osman, Dan Bolton, and Nada Sayarh PhD delve into ESG considerations for marketers and how they can champion better practices. Produced by Podcast Now, this series offers insights on sustainability, creativity, and real-life case studies to inspire the marcomms community. Tune in to be part of the conversation leading up to COP28 and elevate your understanding of ESG.
  ]]>d93a7e4b-4740-470c-af87-dafe9fbabba9Mon, 11 Sep 2023 02:30:00 +000036:50truefull1111Being Sustainable - A re-commerce revolution and personal journey rethinking consumption with Simon Garnett“Being sustainable is a story of assumed negatives, but it’s actually a story of discovered positives.”

  We were joined in this episode by Simon Garnett who has been on a personal journey with consumption, one which he started when he realised his own habits were unhealthy, a journey he continues and has taken into his professional life as well.

  Simon shares with us the moment he decided to reappraise his consumption with ‘new’ and how after a year it moved to him reappraising his consumption overall. Simon explains, whenever he tells anyone his story he gets asked two questions “after a year of not consuming, what was the first things you bought and, what did you miss?” These questions only made it clearer for Simon that, “the engagement with this story, the engagement with the concept of not buying new, is absolutely, integrally rooted in a concept of loss. But, from his perspective and experience it was the total opposite, and as the headline to this episode highlights, “It’s a story of assumed negatives, which is actually a story of discovered positives.”

  We go on to explore the tensions that exist once you embark on a more sustainable way of living and the challenge of taking what you’ve learned to influence others at scale. Simon explains that he wants to create meaning around consumption and highlight that is isn’t about success and it definitely shouldn’t be viewed as inconvenient if you decide to cut down or buy second-hand. For Simon, marketing has been primarily about “driving consumption of new, and consumption of new is what equals success.”  Sustainability is often associated with having less, or being told you can’t have something and Simon acknowledges that the message we need to consume less is a strong one, but given how much we waste, how can that be a loss if we don’t even use what we do buy. 

  Michelle shares a recent room refurbishment, something she found incredibly creative, down to the paint which she got through the sharing app, Olio. Through this journey Michelle discovered a number of services she didn’t know existed and that sense of not just taking the convenient route brought a deeper feeling of fulfilment. However, she points out the reason she hadn’t heard of these services, is because they are not being talked about enough. There are so many stories not yet being told.

  Simon worries that the sense of “build it and they will come” risks relying on platforms and infrastructure to deliver and make re-commerce successful with a great user experience but it’s not, it’s about the stories we need to be telling. Simon explains, “what we’re competing with is not just inconvenience, but decades of messaging that new equals success and second hand is a bit dirty and undesirable.” Marketing has such an important role, and Simon believes we can rewrite the story.

  There are many discovered benefits to sustainable living. What is your experience? Tune in and listen to this episode and make it a personal objective to share your personal stories and experiences, after all, we all need to be shouting louder when it comes to the benefits.

  And to join the Re-commerce Revolution LinkedIn group Simon mentions - the link is here: https://www.linkedin.com/groups/14191082/

  _______________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this...]]>“Being sustainable is a story of assumed negatives, but it’s actually a story of discovered positives.”

  We were joined in this episode by Simon Garnett who has been on a personal journey with consumption, one which he started when he realised his own habits were unhealthy, a journey he continues and has taken into his professional life as well.

  Simon shares with us the moment he decided to reappraise his consumption with ‘new’ and how after a year it moved to him reappraising his consumption overall. Simon explains, whenever he tells anyone his story he gets asked two questions “after a year of not consuming, what was the first things you bought and, what did you miss?” These questions only made it clearer for Simon that, “the engagement with this story, the engagement with the concept of not buying new, is absolutely, integrally rooted in a concept of loss. But, from his perspective and experience it was the total opposite, and as the headline to this episode highlights, “It’s a story of assumed negatives, which is actually a story of discovered positives.”

  We go on to explore the tensions that exist once you embark on a more sustainable way of living and the challenge of taking what you’ve learned to influence others at scale. Simon explains that he wants to create meaning around consumption and highlight that is isn’t about success and it definitely shouldn’t be viewed as inconvenient if you decide to cut down or buy second-hand. For Simon, marketing has been primarily about “driving consumption of new, and consumption of new is what equals success.”  Sustainability is often associated with having less, or being told you can’t have something and Simon acknowledges that the message we need to consume less is a strong one, but given how much we waste, how can that be a loss if we don’t even use what we do buy. 

  Michelle shares a recent room refurbishment, something she found incredibly creative, down to the paint which she got through the sharing app, Olio. Through this journey Michelle discovered a number of services she didn’t know existed and that sense of not just taking the convenient route brought a deeper feeling of fulfilment. However, she points out the reason she hadn’t heard of these services, is because they are not being talked about enough. There are so many stories not yet being told.

  Simon worries that the sense of “build it and they will come” risks relying on platforms and infrastructure to deliver and make re-commerce successful with a great user experience but it’s not, it’s about the stories we need to be telling. Simon explains, “what we’re competing with is not just inconvenience, but decades of messaging that new equals success and second hand is a bit dirty and undesirable.” Marketing has such an important role, and Simon believes we can rewrite the story.

  There are many discovered benefits to sustainable living. What is your experience? Tune in and listen to this episode and make it a personal objective to share your personal stories and experiences, after all, we all need to be shouting louder when it comes to the benefits.

  And to join the Re-commerce Revolution LinkedIn group Simon mentions - the link is here: https://www.linkedin.com/groups/14191082/

  _______________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>de099fc7-b3f5-461f-9b1c-c78e29be56ebThu, 07 Sep 2023 08:08:00 +000045:02truefull164641Branded podcasts and capturing a benevolent audienceShaaf Tauqeer, easyJet's Audience and Martech Manager, shares the brand's plans for an upcoming in-flight podcast to build consumer loyalty and use their captive attention while traveling.

  On the latest episode of the Shiny New Object Podcast, find out why Shaaf thinks a company podcast can blend interesting information with advertising, and hear his top tips for a stellar marketing career.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Shaaf Tauqeer, easyJet's Audience and Martech Manager, shares the brand's plans for an upcoming in-flight podcast to build consumer loyalty and use their captive attention while traveling.

  On the latest episode of the Shiny New Object Podcast, find out why Shaaf thinks a company podcast can blend interesting information with advertising, and hear his top tips for a stellar marketing career.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>d180017e-c8b9-4f2b-bc5e-928e95e33ab3Wed, 06 Sep 2023 12:56:00 +000023:22truefull1221THINK EQUAL podcast: Leanne Foy meets Mohammed Ismaeel HameedaldinThis month, THINK EQUAL Project Director, Leanne Foy met Mohammed Ismaeel Hameedaldin, Founder at ToughLove Advisors and Chair of The Marketing Society, Dubai

  Mohammed shares personal stories of how imposter syndrome has impacted his career and reflects on pivotal moments that have shaped him to become the leader he is today. As former executive sponsor of the Mental Health and Wellness and Women's Leadership networks at Visa, Mohammad offers insight into how male colleagues and businesses can support diversity in the workplace. 

  This episode offers insight and guidance for anyone looking to start a conversation around gender equality in business. 

  Highlights include: 

  • How to learn, grow and appreciate those inevitable career ‘trip ups’ and how to turn them into valuable experiences
  • Sharing techniques to manage feelings of imposter syndrome 
  • What male colleagues can do to support females into leadership positions
  
  

  This is a wonderful conversation, we hope you enjoy!

  A note from THINK EQUAL 

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>This month, THINK EQUAL Project Director, Leanne Foy met Mohammed Ismaeel Hameedaldin, Founder at ToughLove Advisors and Chair of The Marketing Society, Dubai

  Mohammed shares personal stories of how imposter syndrome has impacted his career and reflects on pivotal moments that have shaped him to become the leader he is today. As former executive sponsor of the Mental Health and Wellness and Women's Leadership networks at Visa, Mohammad offers insight into how male colleagues and businesses can support diversity in the workplace. 

  This episode offers insight and guidance for anyone looking to start a conversation around gender equality in business. 

  Highlights include: 

  • How to learn, grow and appreciate those inevitable career ‘trip ups’ and how to turn them into valuable experiences
  • Sharing techniques to manage feelings of imposter syndrome 
  • What male colleagues can do to support females into leadership positions
  
  

  This is a wonderful conversation, we hope you enjoy!

  A note from THINK EQUAL 

  We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at thinkequal@marketingsociety.com

  THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

  Our regular THINK EQUAL podcast shines a light on inspiring leaders who are dedicated to levelling the marcomms playing field.

  ]]>333a924e-9232-4bab-b6e3-42faf5224274Wed, 30 Aug 2023 14:18:00 +000049:16truefull1331AT&T's Zach Doty on the Pi-Shaped Talent that Gets ResultsPeople development theories often use the idea of T-shaped talent to show that those who specialise in one area become successful contributors to their organisation. However, Zach Doty, Online Marketing Director at AT&T, believes that “one-trick ponies get shot” and that you need to branch out and get domain expertise and a multi-faceted knowledge of your craft to be truly effective. That’s Pi-shaped talent and his Shiny New Object, which he explains in the latest podcast episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>People development theories often use the idea of T-shaped talent to show that those who specialise in one area become successful contributors to their organisation. However, Zach Doty, Online Marketing Director at AT&T, believes that “one-trick ponies get shot” and that you need to branch out and get domain expertise and a multi-faceted knowledge of your craft to be truly effective. That’s Pi-shaped talent and his Shiny New Object, which he explains in the latest podcast episode.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>016ec93a-e9fc-47b6-859f-2b45160c1609Tue, 29 Aug 2023 17:02:00 +000022:18truefull6464Gen Z - The largest generation in history... conscious and concerned about the planet!“Through marketing campaigns we can bring sustainability and growing smaller more sustainable brands to the front and drive capital away from big brands.”

  Where better to get the viewpoints from Gen Z about climate concerns and consumption habits than directly from a Gen Z’er. On this podcast were joined by Estella Struck, Founder and CEO of the first Gen Z Sustainable Product Marketing Agency based in New York. Estella found herself on the right side of TikTok during the lockdowns of 2020 and it was from here that her passion for sustainability was ignited. 

  Coming out of the pandemic armed with her increased knowledge of the challenges around sustainability, Estella noticed the shifts in weather patterns. She also became more aware of what brands were saying in order to try and influence where Gen Z spend their money and drive consumption. Whilst Estella acknowledges there are some barriers when it comes to sustainable brands engaging with Gen Z such as location, accessibility and levels of disposable income, she believes there is a huge opportunity in reaching Gen Z through social media in a way that can raise awareness and change behaviours, encouraging them to put their money into sustainable brands supporting them in making sustainability more affordable.

  Estella tells us, “what we see and what we consume influences what we do and how we act in our daily lives, our recent research revealed that Gen Z is more likely than any other generation to shop via social media”. Long form content may not always be an option on social, but creating a series is a powerful way to build awareness and knowledge whilst as she puts it “still provides that dopamine hit from the action of scrolling and seeing a new video.”

  Estella believes her generation are sceptical of large corporates who launch sustainable lines or schemes, but more than that many Gen Z work in retail and see first-hand the levels of product, packaging and waste. She would like to see corporations doing more to reduce their impacts and address issues in their supply chains. Until they start doing that it will always come across as a cash grab and greenwashing.

  Estella is all for supporting and growing smaller more sustainable organisations, she is a believer in social movements putting pressure on brands to change, but sustainability isn’t as front of mind as it needs to be, but as she states, “I know through marketing campaigns that we can bring it to the front and drive capital away from big brands.”

  Estella shares her knowledge of social media both from a personal and professional perspective, and the work her agency does to ensure authenticity is an absolute priority. She is conscious that large audiences are left out and explains, “my goal to start an agency was to make the sustainability community more inclusive and encompassing so they felt like they had a place here because in the end sustainability isn’t just an environmental issue but an everyone issue”. Wise words indeed.

  This is a podcast we encourage organisations big and small to tune into if they are serious about wanting to drive change. Estella and her generation have the most to lose if we do not change the course we are on, they are also a key driver of change across people, planet and profit. The fears are real and we all need to take responsibility and play our part. 

  For more information about Estella and Viviene NY see: https://www.linkedin.com/company/viviene-new-york

  _______________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing...]]>“Through marketing campaigns we can bring sustainability and growing smaller more sustainable brands to the front and drive capital away from big brands.”

  Where better to get the viewpoints from Gen Z about climate concerns and consumption habits than directly from a Gen Z’er. On this podcast were joined by Estella Struck, Founder and CEO of the first Gen Z Sustainable Product Marketing Agency based in New York. Estella found herself on the right side of TikTok during the lockdowns of 2020 and it was from here that her passion for sustainability was ignited. 

  Coming out of the pandemic armed with her increased knowledge of the challenges around sustainability, Estella noticed the shifts in weather patterns. She also became more aware of what brands were saying in order to try and influence where Gen Z spend their money and drive consumption. Whilst Estella acknowledges there are some barriers when it comes to sustainable brands engaging with Gen Z such as location, accessibility and levels of disposable income, she believes there is a huge opportunity in reaching Gen Z through social media in a way that can raise awareness and change behaviours, encouraging them to put their money into sustainable brands supporting them in making sustainability more affordable.

  Estella tells us, “what we see and what we consume influences what we do and how we act in our daily lives, our recent research revealed that Gen Z is more likely than any other generation to shop via social media”. Long form content may not always be an option on social, but creating a series is a powerful way to build awareness and knowledge whilst as she puts it “still provides that dopamine hit from the action of scrolling and seeing a new video.”

  Estella believes her generation are sceptical of large corporates who launch sustainable lines or schemes, but more than that many Gen Z work in retail and see first-hand the levels of product, packaging and waste. She would like to see corporations doing more to reduce their impacts and address issues in their supply chains. Until they start doing that it will always come across as a cash grab and greenwashing.

  Estella is all for supporting and growing smaller more sustainable organisations, she is a believer in social movements putting pressure on brands to change, but sustainability isn’t as front of mind as it needs to be, but as she states, “I know through marketing campaigns that we can bring it to the front and drive capital away from big brands.”

  Estella shares her knowledge of social media both from a personal and professional perspective, and the work her agency does to ensure authenticity is an absolute priority. She is conscious that large audiences are left out and explains, “my goal to start an agency was to make the sustainability community more inclusive and encompassing so they felt like they had a place here because in the end sustainability isn’t just an environmental issue but an everyone issue”. Wise words indeed.

  This is a podcast we encourage organisations big and small to tune into if they are serious about wanting to drive change. Estella and her generation have the most to lose if we do not change the course we are on, they are also a key driver of change across people, planet and profit. The fears are real and we all need to take responsibility and play our part. 

  For more information about Estella and Viviene NY see: https://www.linkedin.com/company/viviene-new-york

  _______________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>927b52c3-89d7-4ea6-a737-083bf258a7caThu, 24 Aug 2023 15:23:00 +000033:55truefull6363Why the Gaming Audience is a Great Target for Digital MarketersMeta's Tim Lion is Head of EMEA Gaming Marketing, Global Brand & Programs, Facebook Gaming - so he knows that gamers are a great target market for advertisers. This media savvy audience is open to value exchanges, especially on mobile. But it's an untapped opportunity for many brands, as he tells us on the latest episode of the Shiny New Object Podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>Meta's Tim Lion is Head of EMEA Gaming Marketing, Global Brand & Programs, Facebook Gaming - so he knows that gamers are a great target market for advertisers. This media savvy audience is open to value exchanges, especially on mobile. But it's an untapped opportunity for many brands, as he tells us on the latest episode of the Shiny New Object Podcast.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>1a8451ee-613f-467b-8f08-15a50ad7dccdWed, 23 Aug 2023 10:45:00 +000020:46truefullGenerative AI and dynamic marketingMarketers who embrace generative AI as a tool for reducing "busy work", being more creative, and testing and perfecting their messaging have a lot to gain, says Brian Costello, Head of Performance Driven Marketing - Corporate Brands, at General Motors.

  On the latest episode of the Shiny New Object podcast, listen to Brian's advice about maximising the benefits of AI, as well as his top tips for beginner and seasoned marketers in career planning.

  The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.

  ]]>Marketers who embrace generative AI as a tool for reducing "busy work", being more creative, and testing and perfecting their messaging have a lot to gain, says Brian Costello, Head of Performance Driven Marketing - Corporate Brands, at General Motors.

  On the latest episode of the Shiny New Object podcast, listen to Brian's advice about maximising the benefits of AI, as well as his top tips for beginner and seasoned marketers in career planning.

  The host of the Shiny New Object podcast is Tom Ollerton, founder of Automated Creative.

  ]]>ad06731b-7ea5-4297-adfd-5d9a4073b21fTue, 22 Aug 2023 11:04:00 +000018:21truefullAdidas, Man Utd and that £900million bet - Unofficial PartnerManchester United and Adidas are two of the sports worlds most iconic and valuable brands.

  So the new £900million, 10 year deal, signed recently, has a significance that goes beyond the two organisations and offers a glimpse as to how the sports economy might evolve over the next decade.

  What are the ripple effects of this deal, on other football clubs and other sports?

  Did Man Utd benefit from Adidas' recent acrimonious split with controversial hiphop star Kanye West and the costly ending of the Yeezy brand collaboration?

  How does this deal impact on the overall value of Man Utd?

  And what's the significance of the timing of the announcement, as the Glazer family consider rival offers to buy Manchester United for a fee rumoured to be in the region of £5billion.

  To dissect what all this means are guests Leo Thompson and Michael Broughton.

  Leo Thompson is Co-President of Rights Management at Two Circles and formerly of Manchester United.

  Michael Broughton is Co-Founder of Sports Investment Partners and part of the consortium which bid to buy Chelsea Football Club last year.

  For more on the Adidas Man Utd deal and its ramifications, read this week's Unofficial Partner newsletter, under the heading of Yeezy Does It. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  ]]>Manchester United and Adidas are two of the sports worlds most iconic and valuable brands.

  So the new £900million, 10 year deal, signed recently, has a significance that goes beyond the two organisations and offers a glimpse as to how the sports economy might evolve over the next decade.

  What are the ripple effects of this deal, on other football clubs and other sports?

  Did Man Utd benefit from Adidas' recent acrimonious split with controversial hiphop star Kanye West and the costly ending of the Yeezy brand collaboration?

  How does this deal impact on the overall value of Man Utd?

  And what's the significance of the timing of the announcement, as the Glazer family consider rival offers to buy Manchester United for a fee rumoured to be in the region of £5billion.

  To dissect what all this means are guests Leo Thompson and Michael Broughton.

  Leo Thompson is Co-President of Rights Management at Two Circles and formerly of Manchester United.

  Michael Broughton is Co-Founder of Sports Investment Partners and part of the consortium which bid to buy Chelsea Football Club last year.

  For more on the Adidas Man Utd deal and its ramifications, read this week's Unofficial Partner newsletter, under the heading of Yeezy Does It. 

  Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

  To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

  ]]>6ea2f5ad-cc59-41aa-bc36-0a4ef1c5e257Wed, 16 Aug 2023 10:47:00 +000039:43truefullAn audio revolution in digital marketingFor digital marketers, audio isn't just a cheaper channel. The impact of audio in our lives is bigger than ever, according to Spotify's Head of Sales, UK & Northern Europe, Ed Couchman. On the Shiny New Object Podcast, he shares insights around how listeners are bringing audio into everyday activities and how marketers can take advantage of a subtle new way of advertising.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>For digital marketers, audio isn't just a cheaper channel. The impact of audio in our lives is bigger than ever, according to Spotify's Head of Sales, UK & Northern Europe, Ed Couchman. On the Shiny New Object Podcast, he shares insights around how listeners are bringing audio into everyday activities and how marketers can take advantage of a subtle new way of advertising.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>eb3fd19d-1a65-41c3-9945-7483b5d185dcTue, 15 Aug 2023 11:29:00 +000020:33truefullThe Green Guides - Tackling the social and environmental challenges we face “Building a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.”

  As regulations and guidelines in and around sustainability continue to evolve, tighten up and support a better future around managing both what we do AND say, we spoke to Laura Brett whose remit is to lead the US system of advertising self-regulation looking at advertising claims to make sure what is being said is the truth, (like the Advertising Standards Agency – ASA, in the UK).

  Laura makes it clear from the outset, that as a body, they look at one simple standard, and that is, “that advertising claims are truthful and not misleading, which also means you have to be transparent when advertising to consumers.” Greenwashing continues to make headlines globally with organisations being called out, investigated, or having their ads banned, whether due to misleading information, not telling the full story or only focusing on the ‘good’ whilst omitting the bad. All of which is incredibly damaging to people, planet and the organisations themselves.

  Laura begins by explaining that actually, most complaints about claims in the US are brought to them not by consumers, but by competitors, one organisation challenging another. As she puts it, “the adversarial system is alive and well!” Laura goes on to explain that “the BBB National Programmes also open claims themselves both from consumers and from their own observations.”

  During our discussion we discuss how the Federal Trade Commission (FTC) are currently in the process of reviewing their ‘Green Guides’ and inviting comment. Whilst the FTC do this every 10 years, Laura explains that this time round it feels particularly important because advertising needs to be held to a certain standard if we are to make progress in tackling the social and environmental challenges we face.

  The ‘Green Guides’ are incredibly valuable for Marketers in terms of providing guidance, they can also be used to highlight what is being talked about and where gaps in knowledge might be. Any marketer looking at the guides should as a baseline know what the terms in them mean, and if they don’t they need to go and find out.

  Laura talks about organisations who make carbon neutral claims without an achievable plan, and how if claims are going to be made, a plan has to be in place to show the pathway they are taking to meet that claim, even if that plan changes. Laura believes the FTCs focus is on closing the gaps in the ‘Green Guides’. The real issue however in amongst all of this isn’t whether one gets into trouble with the regulator, but the continued erosion of trust and that is where the damage really impacts brands in terms of reputation and culture - making them unfavourable to consumers and people not wanting to work for them. 

  Another valuable episode for both Marketers in the US and, Marketers marketing to the US, providing advice and support to you as key stakeholders in supporting your organisations’ sustainable agendas, as Laura states, “building a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.” So tune in and listen!

  Marketers can stay up to date with what is happening across advertising in the US by visiting:

  https://www.ftc.gov/legal-library/browse/cases-proceedings

  “Building a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.”

  As regulations and guidelines in and around sustainability continue to evolve, tighten up and support a better future around managing both what we do AND say, we spoke to Laura Brett whose remit is to lead the US system of advertising self-regulation looking at advertising claims to make sure what is being said is the truth, (like the Advertising Standards Agency – ASA, in the UK).

  Laura makes it clear from the outset, that as a body, they look at one simple standard, and that is, “that advertising claims are truthful and not misleading, which also means you have to be transparent when advertising to consumers.” Greenwashing continues to make headlines globally with organisations being called out, investigated, or having their ads banned, whether due to misleading information, not telling the full story or only focusing on the ‘good’ whilst omitting the bad. All of which is incredibly damaging to people, planet and the organisations themselves.

  Laura begins by explaining that actually, most complaints about claims in the US are brought to them not by consumers, but by competitors, one organisation challenging another. As she puts it, “the adversarial system is alive and well!” Laura goes on to explain that “the BBB National Programmes also open claims themselves both from consumers and from their own observations.”

  During our discussion we discuss how the Federal Trade Commission (FTC) are currently in the process of reviewing their ‘Green Guides’ and inviting comment. Whilst the FTC do this every 10 years, Laura explains that this time round it feels particularly important because advertising needs to be held to a certain standard if we are to make progress in tackling the social and environmental challenges we face.

  The ‘Green Guides’ are incredibly valuable for Marketers in terms of providing guidance, they can also be used to highlight what is being talked about and where gaps in knowledge might be. Any marketer looking at the guides should as a baseline know what the terms in them mean, and if they don’t they need to go and find out.

  Laura talks about organisations who make carbon neutral claims without an achievable plan, and how if claims are going to be made, a plan has to be in place to show the pathway they are taking to meet that claim, even if that plan changes. Laura believes the FTCs focus is on closing the gaps in the ‘Green Guides’. The real issue however in amongst all of this isn’t whether one gets into trouble with the regulator, but the continued erosion of trust and that is where the damage really impacts brands in terms of reputation and culture - making them unfavourable to consumers and people not wanting to work for them. 

  Another valuable episode for both Marketers in the US and, Marketers marketing to the US, providing advice and support to you as key stakeholders in supporting your organisations’ sustainable agendas, as Laura states, “building a culture of trust around green claims is the most important thing marketers, business and brands should be doing, using advertising self- regulation as a tool, making sure everyone is upholding those standards.” So tune in and listen!

  Marketers can stay up to date with what is happening across advertising in the US by visiting:

  https://www.ftc.gov/legal-library/browse/cases-proceedings

  https://bbbprograms.org/programs/advertising/all-programs#decisions

  _______________________________________________________________________________________

  You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

  Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

  ]]>68dae58b-0717-44cf-b6cd-f8aae2dec055Thu, 10 Aug 2023 07:00:00 +000031:57truefull6262Doing the common uncommonly well with Bausch + Lomb's Tatyana JonesIn the latest episode of the Shiny New Object podcast, Tatyana Jones, Director of Consumer Marketing at Bausch + Lomb, delves into the power of simplicity in marketing. With a focus on doing the common, uncommonly well, Tatyana highlights three key pillars for brand success: reinventing the core business, driving innovation, and effective collaboration with stakeholders. Listen in to discover how this back-to-basics approach can cut through the noise and lead to more effective brand development for CPG marketers.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>In the latest episode of the Shiny New Object podcast, Tatyana Jones, Director of Consumer Marketing at Bausch + Lomb, delves into the power of simplicity in marketing. With a focus on doing the common, uncommonly well, Tatyana highlights three key pillars for brand success: reinventing the core business, driving innovation, and effective collaboration with stakeholders. Listen in to discover how this back-to-basics approach can cut through the noise and lead to more effective brand development for CPG marketers.

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>2561e0d5-f98a-4dac-83e3-5ff05bdb6e8dTue, 08 Aug 2023 12:38:00 +000026:02truefullUncover the power of a good marketing strategy briefIn the newest Shiny New Object podcast episode, we’re speaking to Jen Tanner, Accenture’s Marketing Director. She’s picked the marketing strategy brief as her shiny new object, going back to basics to explain its value in demonstrating ROI and gaining internal support for initiatives. 

  Find out Jen’s top marketing tips, as well as how she’s changed her approach to leadership, on the latest episode. 

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>In the newest Shiny New Object podcast episode, we’re speaking to Jen Tanner, Accenture’s Marketing Director. She’s picked the marketing strategy brief as her shiny new object, going back to basics to explain its value in demonstrating ROI and gaining internal support for initiatives. 

  Find out Jen’s top marketing tips, as well as how she’s changed her approach to leadership, on the latest episode. 

  The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

  ]]>c325d61d-a2f1-4f3c-896c-27591c2a347fTue, 01 Aug 2023 11:32:00 +000020:16truefullOffsetting? A contribution mindset -vs- a compensation mindset - The important shift we all need to make. Gavin Sheppard and Rob Cheesewright, Pinwheel.How do you get a return on your investment for your business, AND at the same time deliver a return on investment for the planet, ensuring everyone benefits?

  In this episode we’re joined by Gavin Sheppard and Rob Cheesewright from Pinwheel, an organisation focused on projects that remove carbon from the atmosphere, restore habitats and protect biodiversity - to discuss that very question.

  Given there’s a lot of terminology that can become quite confusing, we kick things off with some jargon busting diving into offsetting, carbon capture and, carbon removal. Offsetting has been the subject of controversial debate recently, as some argue it’s ineffective and many schemes are a ‘license to pollute’, and so it’s really important do the homework around what is out there, not taking things at face value, and remembering that the focus has to be on reduce, reduce, reduce.

  When it comes to carbon capture and carbon removal, these are very different things, but, again there is confusion with the terms being mixed, up, used interchangeably and not really telling the story that allows informed decisions and progress to be made. Whilst they both make up a critical part of the Net Zero journey, they also play very different roles (you’ll need to listen in to find out more!)

  Gavin tells us, “the science tells us that businesses need to do three things. The first is, reduce your own emissions and the impact on the planet, but it’s much broader than carbon, and that’s inside your value chain. Outside of your value chain you need to do two other things, remove legacy carbon and waste, investing in projects that do that in a high quality way, and the third thing we need to do is restore, and it’s these last two parts that Pinwheel helps with.” It is the high quality restoration projects that have a conclusive response to the sizeable issues we are facing.

  Where marketing comes in (as we talk about so often on this podcast) is the communication piece around what are complex solutions, translating in a way that is engaging, motivating and helps people understand, and more importantly, want to understand and take action. The carbon removal projects Pinwheel fund around the world do just that. Not only are they are effective and restorative, they are a massive opportunity to tell some really inspiring stories which grab the attention of people, build trust and make them part of making a positive difference and, they make you smile. [Indeed, Can Marketing Save the Planet is investing in such projects for that very reason - and you can get involved in that too - more on that later!].

  From a marketing perspective, it’s all about shifting mindsets, a vital step if we are to change behaviours. Rob raises the point around the mindset shift to ‘contribution’ being so important, he explains, that it, “decouples the harm being done on one side to the good on the other, the problem with compensation approaches, or offset or carbon neutral is it aims to say, don’t worry, the harm hasn’t happened, we’ve neutralised it, the contribution mindset says, we just need to contribute to the biggest impactful things we can, it is not seeking to edge away the other stuff.”

  The bottom line is, we need to create a balanced ecosystem where life can thrive on this planet, and as Gavin simply says, “stop covering up the shit that we’ve done”.

  So, where to start? Pinwheel recommends the WWF blueprint… (link below). And we, working alongside Pinwheel, encourage everyone to not only listen to this episode, (it’s full of advice business needs to know, and start doing), but to also go over to our Can Marketing Save the Planet investment fund - and get involved and start making a difference. Every £ helps.

  We’re focused on three projects:

  • Seagrass restoration - ocean...]]>How do you get a return on your investment for your business, AND at the same time deliver a return on investment for the planet, ensuring everyone benefits?

    In this episode we’re joined by Gavin Sheppard and Rob Cheesewright from Pinwheel, an organisation focused on projects that remove carbon from the atmosphere, restore habitats and protect biodiversity - to discuss that very question.

    Given there’s a lot of terminology that can become quite confusing, we kick things off with some jargon busting diving into offsetting, carbon capture and, carbon removal. Offsetting has been the subject of controversial debate recently, as some argue it’s ineffective and many schemes are a ‘license to pollute’, and so it’s really important do the homework around what is out there, not taking things at face value, and remembering that the focus has to be on reduce, reduce, reduce.

    When it comes to carbon capture and carbon removal, these are very different things, but, again there is confusion with the terms being mixed, up, used interchangeably and not really telling the story that allows informed decisions and progress to be made. Whilst they both make up a critical part of the Net Zero journey, they also play very different roles (you’ll need to listen in to find out more!)

    Gavin tells us, “the science tells us that businesses need to do three things. The first is, reduce your own emissions and the impact on the planet, but it’s much broader than carbon, and that’s inside your value chain. Outside of your value chain you need to do two other things, remove legacy carbon and waste, investing in projects that do that in a high quality way, and the third thing we need to do is restore, and it’s these last two parts that Pinwheel helps with.” It is the high quality restoration projects that have a conclusive response to the sizeable issues we are facing.

    Where marketing comes in (as we talk about so often on this podcast) is the communication piece around what are complex solutions, translating in a way that is engaging, motivating and helps people understand, and more importantly, want to understand and take action. The carbon removal projects Pinwheel fund around the world do just that. Not only are they are effective and restorative, they are a massive opportunity to tell some really inspiring stories which grab the attention of people, build trust and make them part of making a positive difference and, they make you smile. [Indeed, Can Marketing Save the Planet is investing in such projects for that very reason - and you can get involved in that too - more on that later!].

    From a marketing perspective, it’s all about shifting mindsets, a vital step if we are to change behaviours. Rob raises the point around the mindset shift to ‘contribution’ being so important, he explains, that it, “decouples the harm being done on one side to the good on the other, the problem with compensation approaches, or offset or carbon neutral is it aims to say, don’t worry, the harm hasn’t happened, we’ve neutralised it, the contribution mindset says, we just need to contribute to the biggest impactful things we can, it is not seeking to edge away the other stuff.”

    The bottom line is, we need to create a balanced ecosystem where life can thrive on this planet, and as Gavin simply says, “stop covering up the shit that we’ve done”.

    So, where to start? Pinwheel recommends the WWF blueprint… (link below). And we, working alongside Pinwheel, encourage everyone to not only listen to this episode, (it’s full of advice business needs to know, and start doing), but to also go over to our Can Marketing Save the Planet investment fund - and get involved and start making a difference. Every £ helps.

    We’re focused on three projects:

    • Seagrass restoration - ocean based - big impact 
    • Wolf protection - critical and seldom talked about
    • Forest restoration in the Andes - we need to support forest restoration desperately.
    
    

    Get involved here: https://www.pinwheel.earth/can-marketing-save-the-planet

    For more projects head over to the Pinwheel website. Remember, this isn’t a cost, it’s an investment in the future of everything.

    WWF Blueprint - https://www.wwf.org.uk/blueprint-pr19

    ____________________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>052cbabb-3d17-4f20-9873-5bfa60558759Thu, 27 Jul 2023 13:15:00 +000043:36truefull6161Collaboration, Community and Citizenship - How Wales is inspiring global Future Generation Goals“If you ever think you are too small to influence change on a global scale, just look at what Wales are doing.”

    We were intrigued and excited to have the opportunity to chat with Sophie Howe, the first and only (for a period of time) ‘Future Generations Commissioner’ in the world!

    Sophie was appointed Future Generations Commissioner for Wales in 2016. Wales has committed to 7 long-term wellbeing goals for future generations. This is all about a long term vision, preventing future problems, working collaboratively and involving citizens, (and importantly, it’s a legal obligation - rather than a pledge).

    As Sophie advises… “It’s the law, you have to do it,” - and this is the difference, tangible accountability! As Sophie shares how the commitments have come into play and the practicalities of embedding them, she explains how Wales has committed to stop spending money in building roads which when taking a long-term view, is a public health intervention. 14-15% of emissions in the country come from transport, and by reducing emissions from road transport there are multiple future benefits triggered, from emissions reduction through to health and wellbeing and opportunities being opened up for investment in a better public transport system - all of which collectively benefit society now and in the future.

    Sophie raises many important points and examples around the interconnectedness of the challenge we all face when it comes to building a more sustainable future and how we need to make those connections when building strategies, planning investment, timescales and resource; “By not taking a joined up approach, we’re completely missing opportunities - so, we need to be thinking about what we do, and how its going to affect both now and into the future, asking how does it make the biggest contribution to wellbeing.”

    The Future Generation Goals have brought people together, its changed the conversation both for the public sector and the private sector, Sophie tells us how industries operating in Wales are coming to them to ask how they can be part of delivering against the wellbeing goals. This has had a positive impact on how business is planned and operates, from point of tender through to selection and delivery, providing more security and stability.

    When it comes to communities it’s a bit more of a mixed bag, with views being divided (as you’d expect) depending on the impact to where people live. However, it is bringing politicians, businesses and communities together, awareness is growing, and the opportunity to educate is also increasing as people look to understand why decisions and actions are happening.

    The heart of this conversation and the actions taking place in Wales clearly evidence that we are all responsible for our future, and as Sophie points out, “as much as we criticise our politicians, actually we as citizens are as much to blame because we often demand that they do short term things.”

    Brave leadership, shared communication and participation is an absolute must.

    We recommend everyone listens to this episode, it is a wonderful example of rising to the challenge of making meaningful yet challenging commitments and leading the way. By the end of it, we had our bags packed ready to move to Wales (well I did, Gemma is considering Costa Rica ;)).

    For more information about The Future Generations ‘Acting today for a Better Tomorrow’ - see here: https://www.futuregenerations.wales/

    And to stay connected to the great work Sophie is championing - her LinkedIn profile is here: “If you ever think you are too small to influence change on a global scale, just look at what Wales are doing.”

    We were intrigued and excited to have the opportunity to chat with Sophie Howe, the first and only (for a period of time) ‘Future Generations Commissioner’ in the world!

    Sophie was appointed Future Generations Commissioner for Wales in 2016. Wales has committed to 7 long-term wellbeing goals for future generations. This is all about a long term vision, preventing future problems, working collaboratively and involving citizens, (and importantly, it’s a legal obligation - rather than a pledge).

    As Sophie advises… “It’s the law, you have to do it,” - and this is the difference, tangible accountability! As Sophie shares how the commitments have come into play and the practicalities of embedding them, she explains how Wales has committed to stop spending money in building roads which when taking a long-term view, is a public health intervention. 14-15% of emissions in the country come from transport, and by reducing emissions from road transport there are multiple future benefits triggered, from emissions reduction through to health and wellbeing and opportunities being opened up for investment in a better public transport system - all of which collectively benefit society now and in the future.

    Sophie raises many important points and examples around the interconnectedness of the challenge we all face when it comes to building a more sustainable future and how we need to make those connections when building strategies, planning investment, timescales and resource; “By not taking a joined up approach, we’re completely missing opportunities - so, we need to be thinking about what we do, and how its going to affect both now and into the future, asking how does it make the biggest contribution to wellbeing.”

    The Future Generation Goals have brought people together, its changed the conversation both for the public sector and the private sector, Sophie tells us how industries operating in Wales are coming to them to ask how they can be part of delivering against the wellbeing goals. This has had a positive impact on how business is planned and operates, from point of tender through to selection and delivery, providing more security and stability.

    When it comes to communities it’s a bit more of a mixed bag, with views being divided (as you’d expect) depending on the impact to where people live. However, it is bringing politicians, businesses and communities together, awareness is growing, and the opportunity to educate is also increasing as people look to understand why decisions and actions are happening.

    The heart of this conversation and the actions taking place in Wales clearly evidence that we are all responsible for our future, and as Sophie points out, “as much as we criticise our politicians, actually we as citizens are as much to blame because we often demand that they do short term things.”

    Brave leadership, shared communication and participation is an absolute must.

    We recommend everyone listens to this episode, it is a wonderful example of rising to the challenge of making meaningful yet challenging commitments and leading the way. By the end of it, we had our bags packed ready to move to Wales (well I did, Gemma is considering Costa Rica ;)).

    For more information about The Future Generations ‘Acting today for a Better Tomorrow’ - see here: https://www.futuregenerations.wales/

    And to stay connected to the great work Sophie is championing - her LinkedIn profile is here: https://www.linkedin.com/in/sophie-howe-57a62186/

    ]]>3c450b55-8a9e-49df-b307-e7bb7d16eb02Wed, 26 Jul 2023 14:52:00 +000043:02truefull6060Boost AI effectiveness in marketing thanks to curation, with Mars' Jeric GriffinAI-driven marketing may save you time, but does it benefit your creative output? Mars Petcare Performance Marketing Manager, Jeric Griffin, shares how automation without curation can damage a company’s marketing efforts on the latest episode of the Shiny New Object podcast.

    Hear Jeric’s top marketing tips and find out how Mars Petcare works with Automated Creative to boost creative effectiveness.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>AI-driven marketing may save you time, but does it benefit your creative output? Mars Petcare Performance Marketing Manager, Jeric Griffin, shares how automation without curation can damage a company’s marketing efforts on the latest episode of the Shiny New Object podcast.

    Hear Jeric’s top marketing tips and find out how Mars Petcare works with Automated Creative to boost creative effectiveness.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>6d1e0257-c203-479d-9999-e416f1aca432Tue, 25 Jul 2023 12:00:00 +000032:32truefullUnofficial Partner - The Big Idea: 2023 Cannes Lions for Sport ReviewThe Big Idea is Unofficial Partner series on creativity in sports marketing with regular co-host Simon Moore, award winning Consulting Creative Director.

    Our guest is David Proudlock, Chief Strategy Officer at Crispin Porter Bogusky London.

    The Cannes Lions International Festival of Creativity is home to the world's most prestigious advertising awards.

    The blurb says that Cannes celebrates 'creativity, effectiveness and innovation in the global advertising, marketing and communication industries'.

    An award in the sport category has become much sought after by sports marketing agencies and their clients.

    But what sort of work is getting rewarded with a gong, and what does that mean for the relationship between sport and the creative industry today.

    The full list of awarded work is available here.

    The creative referenced in this podcast includes:

    Grand Prix

    DREAMCASTER MICHELOB ULTRA

    PEDIDOSYA WORLD CUP DELIVERY

    Gold

    SHOUT, TELEFONICA

    LEA KIMBERLY CLARK

    THE FORGOTTEN TEAM MEO

    Silver

    Nike FC Presents the Footballverse

    AIRTEL 175 REPLAYED

    THE EXILED TEAM BRAHMA BEER

    ADIDAS X SPEEDPORTAL RICK & MORTY

    SECOND OPPORTUNITY LEAGUE CORONA

    LAS DIABLILLAS MAJOR LEAGUE BASEBALL

    BLACK COACHES TELEFÓNICA

    We also mention this Orange Women's World Cup ad, which is not a Cannes winner but is getting a bit of traction recently.

    This week’s episode is brought to you by our friends at the Institute of Sports Humanities (ISH) and Loughborough University London.

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    Unofficial Partner publish two podcasts each week, The Big Idea is Unofficial Partner series on creativity in sports marketing with regular co-host Simon Moore, award winning Consulting Creative Director.

    Our guest is David Proudlock, Chief Strategy Officer at Crispin Porter Bogusky London.

    The Cannes Lions International Festival of Creativity is home to the world's most prestigious advertising awards.

    The blurb says that Cannes celebrates 'creativity, effectiveness and innovation in the global advertising, marketing and communication industries'.

    An award in the sport category has become much sought after by sports marketing agencies and their clients.

    But what sort of work is getting rewarded with a gong, and what does that mean for the relationship between sport and the creative industry today.

    The full list of awarded work is available here.

    The creative referenced in this podcast includes:

    Grand Prix

    DREAMCASTER MICHELOB ULTRA

    PEDIDOSYA WORLD CUP DELIVERY

    Gold

    SHOUT, TELEFONICA

    LEA KIMBERLY CLARK

    THE FORGOTTEN TEAM MEO

    Silver

    Nike FC Presents the Footballverse

    AIRTEL 175 REPLAYED

    THE EXILED TEAM BRAHMA BEER

    ADIDAS X SPEEDPORTAL RICK & MORTY

    SECOND OPPORTUNITY LEAGUE CORONA

    LAS DIABLILLAS MAJOR LEAGUE BASEBALL

    BLACK COACHES TELEFÓNICA

    We also mention this Orange Women's World Cup ad, which is not a Cannes winner but is getting a bit of traction recently.

    This week’s episode is brought to you by our friends at the Institute of Sports Humanities (ISH) and Loughborough University London.

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    Unofficial Partner publish two podcasts each week, on Tuesday and Friday.

    These are deep conversations with smart people from inside and outside sport.

    Our entire back catalogue of 300 sports business conversations are available free of charge here.

    Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.

    If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.

    ]]>9d53ec21-9b81-4f69-a436-4089d52c50abThu, 20 Jul 2023 09:58:00 +000001:04:33truefullEmploying creative thinking to increase marketing effectivenessEpsilon's Performance Marketing Manager, Svetla Pavlova, shares her shiny new object on this latest podcast episode: fostering creative thinking. Being creative is easier than most people think, as long as they rely on a process and build confidence.

    Listen to how businesses can benefit from adopting the PAGES framework and learn Svetla's top tips to marketers and newcomers to the industry.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Epsilon's Performance Marketing Manager, Svetla Pavlova, shares her shiny new object on this latest podcast episode: fostering creative thinking. Being creative is easier than most people think, as long as they rely on a process and build confidence.

    Listen to how businesses can benefit from adopting the PAGES framework and learn Svetla's top tips to marketers and newcomers to the industry.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>071818b2-a509-45d1-8c03-61c0ba5f798cTue, 18 Jul 2023 07:19:00 +000018:56truefullPlaying the long game in B2B marketing with TÜV SÜD's Kristin SinclairDiscover the secrets to thriving in B2B marketing with insights from Kristin Sinclair, Performance Marketing Manager at TÜV SÜD. Join the Shiny New Object Podcast to gain valuable knowledge on harnessing the power of AI, uncover her top marketing advice, and learn about a pivotal moment that shaped her career. Tune in now for a game-changing perspective on leveraging data in this industry.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Discover the secrets to thriving in B2B marketing with insights from Kristin Sinclair, Performance Marketing Manager at TÜV SÜD. Join the Shiny New Object Podcast to gain valuable knowledge on harnessing the power of AI, uncover her top marketing advice, and learn about a pivotal moment that shaped her career. Tune in now for a game-changing perspective on leveraging data in this industry.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>5eaf7cfc-8d8e-4cf0-9fb4-00b5323324e0Wed, 12 Jul 2023 11:16:00 +000021:09truefullThe Whole Marketer Ep103 - High stakes leadership with guest Sally HendersonEpisode #103. This topic is both a leadership skill and area of personal understanding – it’s high stakes, high performance leadership. 

    High performing teams go hand-in-hand with high performing leaders, so in order to get the best out of others, you should start with your own holistic skills – particularly personal understanding – to understand your own drivers, beliefs and definition of success, to increase your effectiveness and fulfilment. 

    Discussing this with Abby is Sally Henderson, a high stakes leadership mentor. With over 23 years of experience,  Sally works with senior C-suite executives from brands like Nestlé, NatWest, and Coca Cola and her structured leadership programme “The Real Method” makes the best better so individuals can achieve meaningful leadership impact and legacy. 

    In this episode, Sally shares her definition of high performance, what gets in the way of being a great high-performance leader and understanding your personal and professional identity and boundaries. Plus her career highs and lows. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Sally Henderson | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>Episode #103. This topic is both a leadership skill and area of personal understanding – it’s high stakes, high performance leadership. 

    High performing teams go hand-in-hand with high performing leaders, so in order to get the best out of others, you should start with your own holistic skills – particularly personal understanding – to understand your own drivers, beliefs and definition of success, to increase your effectiveness and fulfilment. 

    Discussing this with Abby is Sally Henderson, a high stakes leadership mentor. With over 23 years of experience,  Sally works with senior C-suite executives from brands like Nestlé, NatWest, and Coca Cola and her structured leadership programme “The Real Method” makes the best better so individuals can achieve meaningful leadership impact and legacy. 

    In this episode, Sally shares her definition of high performance, what gets in the way of being a great high-performance leader and understanding your personal and professional identity and boundaries. Plus her career highs and lows. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Sally Henderson | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>d43fe9a2-dc98-45ee-a189-032c90179c80Tue, 11 Jul 2023 07:00:00 +000036:48truefullBehind the Awards | You Can Taste When It’s WaitroseIn 2022, Waitrose won the award for Brand Communication at The Marketing Society’s 37th Annual Awards. In this episode, Simon Lewis, our Head of Membership is joined by Lindsay Clay, CEO of Thinkbox, the marketing body for commercial TV in the UK, and Joanne Massey, Advertising and Paid Media Lead at Waitrose to discuss Waitrose’s winning case study.

    Covering some of the market challenges the retailer was facing at the time of its winning campaign, as well as the expert media strategy and quality creative approach behind it.

    ]]>In 2022, Waitrose won the award for Brand Communication at The Marketing Society’s 37th Annual Awards. In this episode, Simon Lewis, our Head of Membership is joined by Lindsay Clay, CEO of Thinkbox, the marketing body for commercial TV in the UK, and Joanne Massey, Advertising and Paid Media Lead at Waitrose to discuss Waitrose’s winning case study.

    Covering some of the market challenges the retailer was facing at the time of its winning campaign, as well as the expert media strategy and quality creative approach behind it.

    ]]>4a33da68-d8b4-4bf6-bc51-a35d350035e9Wed, 05 Jul 2023 09:15:00 +000012:58truefull11THINK EQUAL podcast - Leanne Foy meets Cristina Guida La LicataOur regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field. 

    THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

    This month, THINK EQUAL Project Director, Leanne Foy meets Cristina Guida La Licata, Head of Marketing Communications, Jeep at Stellantis Middle East. 

    Leanne and Cristina take an in-depth look at how organisations like Stellantis are inspiring future female talent. Cristina shares how Women of Stallantis, a global business resource group, is working to amplify female representation within the business and wider automotive industry. 

    This episode offers practical advice for anyone looking to enter a traditionally male-dominated industry or climb a challenging career ladder. Spoiler alert: The secret lies in confidence and self-belief! 

    Highlights include: 

    • How inspiration can supercharge your career success 
    • The importance of finding and communicating your most authentic self 
    • Why diversity is the key to team and business success. 
    
    

    It’s a wonderful listen, we hope you enjoy!

    To find out more about Women of Stallantis here

    A note from THINK EQUAL 

    We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

    ]]>Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field. 

    THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

    This month, THINK EQUAL Project Director, Leanne Foy meets Cristina Guida La Licata, Head of Marketing Communications, Jeep at Stellantis Middle East. 

    Leanne and Cristina take an in-depth look at how organisations like Stellantis are inspiring future female talent. Cristina shares how Women of Stallantis, a global business resource group, is working to amplify female representation within the business and wider automotive industry. 

    This episode offers practical advice for anyone looking to enter a traditionally male-dominated industry or climb a challenging career ladder. Spoiler alert: The secret lies in confidence and self-belief! 

    Highlights include: 

    • How inspiration can supercharge your career success 
    • The importance of finding and communicating your most authentic self 
    • Why diversity is the key to team and business success. 
    
    

    It’s a wonderful listen, we hope you enjoy!

    To find out more about Women of Stallantis here

    A note from THINK EQUAL 

    We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

    ]]>90c29bd2-6314-4dcd-86e9-db5130e9df3cWed, 05 Jul 2023 06:00:00 +000019:51truefull22Creative effectiveness through context and attention with the Head of Uber AdvertisingLearn how to revolutionise your advertising strategy by keeping it simple and contextual. Paul Wright, Head of Uber Advertising, UK and Ireland, shares how Uber maximise the effectiveness of their in-app ads thanks to capturing consumers' attention and working in the relevant context.

    To make advertising more acceptable and even welcome to consumers, marketers need to stop overwhelming them out of context. Find out the secret to succeeding at this in the latest episode of the Shiny New Object Podcast.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Learn how to revolutionise your advertising strategy by keeping it simple and contextual. Paul Wright, Head of Uber Advertising, UK and Ireland, shares how Uber maximise the effectiveness of their in-app ads thanks to capturing consumers' attention and working in the relevant context.

    To make advertising more acceptable and even welcome to consumers, marketers need to stop overwhelming them out of context. Find out the secret to succeeding at this in the latest episode of the Shiny New Object Podcast.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>9b09804e-4ba2-4415-9ca7-720f78e2d445Tue, 04 Jul 2023 10:25:00 +000017:40truefullThe Whole Marketer Ep102 - Brave leadership with guest David McQueenEpisode #102. ‘Brave leadership’ is the topic discussed in this episode, exploring the practicalities and challenges of developing a leadership style to become the authentic leader that you want/need to be. 

    Joining Abby in this episode is Abby’s friend and mentor, David McQueen; Executive coach, international speaker, founder and multiple non-exec advisory roles, some of his clients include Facebook, Lloyds, Sky, HSBC, BMW and Barnados. As host of the ‘Brave Leadership’ podcast, David is passionate about developing leaders to embrace responsibility and make brave decisions. 

    In this episode, David shares his definition of leadership, how to navigate key leadership challenges like conflict, his ‘BRAVE’ model for great leadership and how to realistically get started. Plus career highs and lows and advice for marketers. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

    Host: Abigail(Abby) Dixon FCIM/ICF | LinkedIn

    Guest: davidmcqueen | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>Episode #102. ‘Brave leadership’ is the topic discussed in this episode, exploring the practicalities and challenges of developing a leadership style to become the authentic leader that you want/need to be. 

    Joining Abby in this episode is Abby’s friend and mentor, David McQueen; Executive coach, international speaker, founder and multiple non-exec advisory roles, some of his clients include Facebook, Lloyds, Sky, HSBC, BMW and Barnados. As host of the ‘Brave Leadership’ podcast, David is passionate about developing leaders to embrace responsibility and make brave decisions. 

    In this episode, David shares his definition of leadership, how to navigate key leadership challenges like conflict, his ‘BRAVE’ model for great leadership and how to realistically get started. Plus career highs and lows and advice for marketers. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

    Host: Abigail(Abby) Dixon FCIM/ICF | LinkedIn

    Guest: davidmcqueen | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>be14b839-1d02-4fab-8e8d-fc4e6852ea9fTue, 04 Jul 2023 07:00:00 +000034:57truefullCannes Conversation with Wendy WalkerWelcome to a new mini-series podcast from The Marketing Society

    In this new style format for us, we take conversations from our members and board members, that they’ve sent us from events via voice note and turn them into a mini podcast to bring you into the room and learn more from our global community. 

    Your host, Rachel Letham, Head of Content and Communications at The Marketing Society welcomes Wendy Walker to this inaugural show. Wendy is The Marketing Society Singapore Chair and Vice President of Marketing at Salesforce and she is sharing all about her time at Cannes Lions International Festival of Creativity 2023

    Talking creativity, connection, content, experience and inspiration

    ]]>Welcome to a new mini-series podcast from The Marketing Society

    In this new style format for us, we take conversations from our members and board members, that they’ve sent us from events via voice note and turn them into a mini podcast to bring you into the room and learn more from our global community. 

    Your host, Rachel Letham, Head of Content and Communications at The Marketing Society welcomes Wendy Walker to this inaugural show. Wendy is The Marketing Society Singapore Chair and Vice President of Marketing at Salesforce and she is sharing all about her time at Cannes Lions International Festival of Creativity 2023

    Talking creativity, connection, content, experience and inspiration

    ]]>9a5a15e8-6c36-4f58-ba6f-b8d46cccaa1aThu, 29 Jun 2023 09:30:00 +000010:18truefull11Can Marketing Save the Planet - Ep 59: Marketing - A people powered movement for change- Fairtrade.The challenge for the marketing team is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.”

    Want to know how marketing can drive a “people powered movement for change?” THIS is the episode you don’t want to miss.

    We jumped at the opportunity to talk to Jackie Marshall at Fairtrade an organisation with market leading levels of audience recall, awareness and engagement. One of the most trusted and recognised ethical labels out there today across a multitude of products we see as we do our weekly shop, from coffee to cocoa and wine to flowers. Coming up to their 30th anniversary, Fairtrade have always placed workers and farmers at the heart of their work using their platform to facilitate and amplify their voices fighting for their rights, land, health and future. Their transition to a new global branding called ‘The Future is Fair’ is, as Jackie tells us, “all about embedding the purpose of our work into the brand and moving to a more optimistic lens for the future and enabling a unified approach, which is really important given the increasing global connectedness of the challenges we are facing.”

    Supply chains are a critical part of the value chain and they are facing increasing challenges and direct impacts from climate change, Jackie talks about how farmers have a wealth of knowledge in tackling climate change but increased heatwaves and drought, combined with strong rainfall and flooding is placing huge pressures on them, and when you add to that the fact that many don’t earn a living wage, (a cocoa farmer can earn as little as 74p per day), the work Fairtrade do is so needed in ensuring farmers are paid fairly and receive the Fairtrade Minimum Price which is consistent and enables them to not only live their daily lives, but to plan ahead and come up with solutions to keep their crops alive and thriving. You’ll have to tune in to hear some of the incredible ways they do this.

    At Can Marketing Save the Plane we’re consistent about the significant role marketing plays in driving a more sustainable future and the importance of the words and language we use. Jackie explained how the marketing teams at Fairtrade’s biggest challenge is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.” You’ll hear how they wrap their messages into marketing activation which is relevant and motivating to their audience, and critically in a way which makes people care about something that they don’t see and that happens thousands of miles away. Now that is powerful marketing! Showing the impact of what buying Fairtrade products does, large campaigns, using research and insights from their audiences and shared activations are just some ways the marketing team meet their objectives, and their results speak for themselves.

    Tune in to hear the details – SO MUCH value and learning that all Marketers can take from this.

    We love Fairtrade and all the wonderful and important work they do, they and their marketing teams are a true exemplar in driving a “people powered movement for change”. This is sustainable marketing at its absolute best!

    For more information about The Fairtrade Foundation…

    Linked in - The Fairtrade Foundation 

    Twitter- @FairtradeUK

    URL - www.fairtrade.org.uk

    And to connect with Jackie

    Linked in -The challenge for the marketing team is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.”

    Want to know how marketing can drive a “people powered movement for change?” THIS is the episode you don’t want to miss.

    We jumped at the opportunity to talk to Jackie Marshall at Fairtrade an organisation with market leading levels of audience recall, awareness and engagement. One of the most trusted and recognised ethical labels out there today across a multitude of products we see as we do our weekly shop, from coffee to cocoa and wine to flowers. Coming up to their 30th anniversary, Fairtrade have always placed workers and farmers at the heart of their work using their platform to facilitate and amplify their voices fighting for their rights, land, health and future. Their transition to a new global branding called ‘The Future is Fair’ is, as Jackie tells us, “all about embedding the purpose of our work into the brand and moving to a more optimistic lens for the future and enabling a unified approach, which is really important given the increasing global connectedness of the challenges we are facing.”

    Supply chains are a critical part of the value chain and they are facing increasing challenges and direct impacts from climate change, Jackie talks about how farmers have a wealth of knowledge in tackling climate change but increased heatwaves and drought, combined with strong rainfall and flooding is placing huge pressures on them, and when you add to that the fact that many don’t earn a living wage, (a cocoa farmer can earn as little as 74p per day), the work Fairtrade do is so needed in ensuring farmers are paid fairly and receive the Fairtrade Minimum Price which is consistent and enables them to not only live their daily lives, but to plan ahead and come up with solutions to keep their crops alive and thriving. You’ll have to tune in to hear some of the incredible ways they do this.

    At Can Marketing Save the Plane we’re consistent about the significant role marketing plays in driving a more sustainable future and the importance of the words and language we use. Jackie explained how the marketing teams at Fairtrade’s biggest challenge is, “needing to take what are serious and complex issues and convey them in a format that is easily understandable.” You’ll hear how they wrap their messages into marketing activation which is relevant and motivating to their audience, and critically in a way which makes people care about something that they don’t see and that happens thousands of miles away. Now that is powerful marketing! Showing the impact of what buying Fairtrade products does, large campaigns, using research and insights from their audiences and shared activations are just some ways the marketing team meet their objectives, and their results speak for themselves.

    Tune in to hear the details – SO MUCH value and learning that all Marketers can take from this.

    We love Fairtrade and all the wonderful and important work they do, they and their marketing teams are a true exemplar in driving a “people powered movement for change”. This is sustainable marketing at its absolute best!

    For more information about The Fairtrade Foundation…

    Linked in - The Fairtrade Foundation 

    Twitter- @FairtradeUK

    URL - www.fairtrade.org.uk

    And to connect with Jackie

    Linked in - Jackie Marshall 

    Twitter - @J_Marshall__

    ____________________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

     

    ]]>4b99cf46-4dd7-4ea9-89c9-448776a5ab76Thu, 29 Jun 2023 08:19:00 +000037:44truefullThe Whole Marketer Ep101- Host Takeover Special with guest host Jon EvansHost Takeover Special - Episode #101. Continuing our milestone celebrations of recording 100 episodes, this special episode turns the tables and features a guest HOST to ask Abby Dixon the questions. 

    Joining Abby in this episode is Jon Evans, fellow marketing podcaster and host of the popular ‘Uncensored CMO’ podcast. As well as a columnist and speaker, Jon is Chief Customer Officer at System 1, the world leading advertising effectiveness agency. 

    In this episode, Jon asks Abby to reflect on the past 100 episodes, the inspiration behind the Whole Marketer and what the future holds for the next 100. Plus Abby’s career highs and lows and her one piece of advice for marketers to grow the brands and businesses of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Abigail (Abby) Dixon FCIM/ICF | LinkedIn

     Jon Evans | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>Host Takeover Special - Episode #101. Continuing our milestone celebrations of recording 100 episodes, this special episode turns the tables and features a guest HOST to ask Abby Dixon the questions. 

    Joining Abby in this episode is Jon Evans, fellow marketing podcaster and host of the popular ‘Uncensored CMO’ podcast. As well as a columnist and speaker, Jon is Chief Customer Officer at System 1, the world leading advertising effectiveness agency. 

    In this episode, Jon asks Abby to reflect on the past 100 episodes, the inspiration behind the Whole Marketer and what the future holds for the next 100. Plus Abby’s career highs and lows and her one piece of advice for marketers to grow the brands and businesses of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Abigail (Abby) Dixon FCIM/ICF | LinkedIn

     Jon Evans | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>3e83666e-9526-4d15-8999-f6b9f2840bfaTue, 20 Jun 2023 07:00:00 +000041:08truefullThe Whole Marketer Ep100- Live Special Event with guest Daryl FieldingSPECIAL LIVE Episode #100. This episode is also available as a video recording, please visit https://thewholemarketer.com/free-resources/ to watch

    We’re celebrating our milestone 100th episode with a very special podcast that was recorded in front of a live audience at The Whole Marketer Live Event. 

    Joining Abby on stage is legendary marketer and returning guest Daryl Fielding, who has worked on some of the biggest brands and campaigns in client-side and agency roles; now an author and speaker with Board and Trustee roles, including Chair of Marketing Academy Foundation.  

    In this episode, Daryl shared her thinking behind Dove's iconic 'Real Beauty' campaign, the skills she believes marketers today need to possess and her lessons learned throughout her marketing career. 

    We hope you enjoy this episode. Thank you to everyone who has listened, liked and shared over the past 100 episodes. Our aim when creating them is always with you in mind... to support and empower marketers to develop holistically for a successful and fulfilling marketing career and life as a whole. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Daryl Fielding | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>SPECIAL LIVE Episode #100. This episode is also available as a video recording, please visit https://thewholemarketer.com/free-resources/ to watch

    We’re celebrating our milestone 100th episode with a very special podcast that was recorded in front of a live audience at The Whole Marketer Live Event. 

    Joining Abby on stage is legendary marketer and returning guest Daryl Fielding, who has worked on some of the biggest brands and campaigns in client-side and agency roles; now an author and speaker with Board and Trustee roles, including Chair of Marketing Academy Foundation.  

    In this episode, Daryl shared her thinking behind Dove's iconic 'Real Beauty' campaign, the skills she believes marketers today need to possess and her lessons learned throughout her marketing career. 

    We hope you enjoy this episode. Thank you to everyone who has listened, liked and shared over the past 100 episodes. Our aim when creating them is always with you in mind... to support and empower marketers to develop holistically for a successful and fulfilling marketing career and life as a whole. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Daryl Fielding | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>16be488d-0b9d-4755-9c69-a91f89cc0679Tue, 20 Jun 2023 06:30:00 +000039:21truefullThe Whole Marketer Ep99 - Heart-led career choices with guest Ruth SaundersEpisode #99. ‘Winning hearts and minds’ is the holistic topic discussed in this episode, focusing on internal comms and the skills needed to obtain buy-in from colleagues and senior stakeholders. 

    In order to be the voice of the consumer, driving insight-led innovation across the business, we need to gain support and alignment with cross-functional teams and stakeholders by winning their hearts and minds (minds = the rational reason to do something, hearts = the inspiration to believe in and want to do something). 

    Joining Abby is marketing expert Ruth Saunders, author of "Marketing in the Boardroom - Winning the Hearts and Minds of the Board". Having worked across a multitude of B2C and B2B industries including Mars, P&G, Saatchi & Saatchi and McKinsey, Ruth helps clients develop and implement innovative marketing strategies that deliver tangible business growth AND get Board buy-in.  

    In this episode Ruth outlines her advice for involving colleagues in change and problem-solving, the importance of understanding business context and timing, and her tried-and-tested 3 meeting approach to gaining alignment. Plus, Ruth shares her career highs and lows.

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Ruth Saunders | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>Episode #99. ‘Winning hearts and minds’ is the holistic topic discussed in this episode, focusing on internal comms and the skills needed to obtain buy-in from colleagues and senior stakeholders. 

    In order to be the voice of the consumer, driving insight-led innovation across the business, we need to gain support and alignment with cross-functional teams and stakeholders by winning their hearts and minds (minds = the rational reason to do something, hearts = the inspiration to believe in and want to do something). 

    Joining Abby is marketing expert Ruth Saunders, author of "Marketing in the Boardroom - Winning the Hearts and Minds of the Board". Having worked across a multitude of B2C and B2B industries including Mars, P&G, Saatchi & Saatchi and McKinsey, Ruth helps clients develop and implement innovative marketing strategies that deliver tangible business growth AND get Board buy-in.  

    In this episode Ruth outlines her advice for involving colleagues in change and problem-solving, the importance of understanding business context and timing, and her tried-and-tested 3 meeting approach to gaining alignment. Plus, Ruth shares her career highs and lows.

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Ruth Saunders | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

    ]]>4f81baf5-1b57-4b6c-8998-d46b1e0ae3f9Mon, 19 Jun 2023 21:37:00 +000029:30truefullThe Whole Marketer Ep98 - Confidence with guest Jennifer SpurrEpisode #98. An area of personal understanding that also influences your soft and leadership skills, this episode’s focus is Confidence. 

    Have you ever been told to be more confident or wanted to develop your confidence but not sure exactly how? We explore what are the components of developing confidence and the skills you can develop to trust, accept and respect yourself. 

    Abby’s guest is senior marketer and certified leadership & career coach Jennifer Spurr, who’s 20 year experience includes working with household brands Cadburys, Philadelphia, Heinz, Radox and Brylcream. She takes a holistic, evidence-based approach to coaching, focusing on the whole person to unlock their full potential and power. 

    In this episode Jennifer explains her 3 components of confidence: curiosity, self-compassion and courage, and how to get started building these skillsets. Plus, her career highs and lows, and her advice for marketers of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Jennifer Spurr | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

    ]]>Episode #98. An area of personal understanding that also influences your soft and leadership skills, this episode’s focus is Confidence. 

    Have you ever been told to be more confident or wanted to develop your confidence but not sure exactly how? We explore what are the components of developing confidence and the skills you can develop to trust, accept and respect yourself. 

    Abby’s guest is senior marketer and certified leadership & career coach Jennifer Spurr, who’s 20 year experience includes working with household brands Cadburys, Philadelphia, Heinz, Radox and Brylcream. She takes a holistic, evidence-based approach to coaching, focusing on the whole person to unlock their full potential and power. 

    In this episode Jennifer explains her 3 components of confidence: curiosity, self-compassion and courage, and how to get started building these skillsets. Plus, her career highs and lows, and her advice for marketers of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Jennifer Spurr | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

    ]]>c5781543-e4b7-4942-b60c-7e31ea6a1a68Mon, 19 Jun 2023 21:33:00 +000020:18truefullCan Marketing Save the Planet - Ep 58: ‘The Practicalities of Transitioning to Net Zero, talking Carbon Budgets, and Carbon Literacy’ with Simon Dawes, The Environment Agency.“Climate change isn’t a game that anybody wins – we either all win or we all lose and I’d much rather we all win”.

    Where to start with an overview of this insightful, practical and hugely inspiring conversation. Simon Dawes, environmental professional for over 20 years and working in the field of sustainability for the last 13 years, is generous in sharing with us the practicalities of how a public sector organisation is transitioning to Net Zero - and inspiring, supporting and sharing knowledge and best practice with others along the way.

    We discuss the commitment to net zero, and importantly, how the organisation has had to figure out exactly how to meet 2030 targets. Which in his own words has meant a ‘fundamental change to the way we think, act and make decisions in the business.’

    The lion share of most organisations’ emissions lie in the supply-chain (Scope 3) - and so too with the Environment Agency, around 84% of their emissions. And Simon tells us how it is important that suppliers are also on the same net zero journey - and how for public sector for large contracts (any contract for over £5M), suppliers have to provide a carbon reduction plan and without that in place they won’t make it onto the tender list. This leads to discussion about how there is room for the Environment Agency to help and drive change in the supply chain.. “Delivering on our own footprint would be good – but if we can influence a whole lot of other companies to do the same, that’s even better.”

    Diving deeper into the practicalities of the transition, we talk about how the Environment Agency has designed and rolled out Carbon Literacy. “We want everybody in the orgnaisation to understand that their job is actually a climate job they are helping us achieve net zero.” Simon shares how they planned, designed, communicated and rolled out Carbon Literacy training - starting with senior execs and how within a relatively short period of time, their voluntary programme has engaged 9300 of their 12,000 employees - and shares how this is changing the culture of everyone understanding the role they play - and the results they’re achieving. {They’ve also made the programme available to their suppliers - supporting their education, awareness and transitions too - and Simon chairs a climate action charity, where the Carbon Literacy programme is also being delivered, giving people the knowledge and language to work things through in their own minds and apply to their own worlds).

    “Carbon Literacy is helping people to understand I can do something about this. I might not be working in the sustainability team – but I can do something.”  

    We then dive into the Environment Agency’s approach to carbon budgets. Every director int he business owns a chunk of the emissions, and therefore owns the actions. He tells us ‘‘We’re very used to making decisions about finite amounts of cash, so exactly the same principle applies with a finite amount of carbon. Can I afford this? Have I got enough cash? Can I afford this? Have I got enough carbon?”

    The design of carbon budget has raised a whole new set of questions, can you overspend, do you borrow from next year or other divisions etc - and he shares how they have created frameworks and dashboards to help people understand that the decisions they make have carbon consequences as well as cash consequences.

    We talk about where the ‘right’ marketing can really help with shifting mindsets to a different way of operating. The cultural change piece particularly around the business model. Encouraging different behaviours both internally and externally - moving away from take, make, dispose to circular models. Helping people to understand that there is huge value and kudos in circular and regenerative principles. And...]]>“Climate change isn’t a game that anybody wins – we either all win or we all lose and I’d much rather we all win”.

    Where to start with an overview of this insightful, practical and hugely inspiring conversation. Simon Dawes, environmental professional for over 20 years and working in the field of sustainability for the last 13 years, is generous in sharing with us the practicalities of how a public sector organisation is transitioning to Net Zero - and inspiring, supporting and sharing knowledge and best practice with others along the way.

    We discuss the commitment to net zero, and importantly, how the organisation has had to figure out exactly how to meet 2030 targets. Which in his own words has meant a ‘fundamental change to the way we think, act and make decisions in the business.’

    The lion share of most organisations’ emissions lie in the supply-chain (Scope 3) - and so too with the Environment Agency, around 84% of their emissions. And Simon tells us how it is important that suppliers are also on the same net zero journey - and how for public sector for large contracts (any contract for over £5M), suppliers have to provide a carbon reduction plan and without that in place they won’t make it onto the tender list. This leads to discussion about how there is room for the Environment Agency to help and drive change in the supply chain.. “Delivering on our own footprint would be good – but if we can influence a whole lot of other companies to do the same, that’s even better.”

    Diving deeper into the practicalities of the transition, we talk about how the Environment Agency has designed and rolled out Carbon Literacy. “We want everybody in the orgnaisation to understand that their job is actually a climate job they are helping us achieve net zero.” Simon shares how they planned, designed, communicated and rolled out Carbon Literacy training - starting with senior execs and how within a relatively short period of time, their voluntary programme has engaged 9300 of their 12,000 employees - and shares how this is changing the culture of everyone understanding the role they play - and the results they’re achieving. {They’ve also made the programme available to their suppliers - supporting their education, awareness and transitions too - and Simon chairs a climate action charity, where the Carbon Literacy programme is also being delivered, giving people the knowledge and language to work things through in their own minds and apply to their own worlds).

    “Carbon Literacy is helping people to understand I can do something about this. I might not be working in the sustainability team – but I can do something.”  

    We then dive into the Environment Agency’s approach to carbon budgets. Every director int he business owns a chunk of the emissions, and therefore owns the actions. He tells us ‘‘We’re very used to making decisions about finite amounts of cash, so exactly the same principle applies with a finite amount of carbon. Can I afford this? Have I got enough cash? Can I afford this? Have I got enough carbon?”

    The design of carbon budget has raised a whole new set of questions, can you overspend, do you borrow from next year or other divisions etc - and he shares how they have created frameworks and dashboards to help people understand that the decisions they make have carbon consequences as well as cash consequences.

    We talk about where the ‘right’ marketing can really help with shifting mindsets to a different way of operating. The cultural change piece particularly around the business model. Encouraging different behaviours both internally and externally - moving away from take, make, dispose to circular models. Helping people to understand that there is huge value and kudos in circular and regenerative principles. And how marketing has an amazing role to play in making that socially cool rather than having a new shiny thing.  

    Regardless of size or sector, there is so much packed into this conversation about decarbonisation, net zero road maps, employee engagement, supply chain engagement and the power of participative leadership, generosity and collaboration. And in our usual three questions Simon leaves us with the urgent and important reminder that… 

    “There is no business on a dead planet.’

    “Think slow, act fast.”

    For more information about Simon Dawes - his LinkedIn profile is here .

    And for more about The Carbon Literacy Trust - and the spotlight on the Environment Agency - see here .

    Protect Our Winters - the charity Simon Chairs… https://protectourwinters.org/

    ]]>7d3971c8-6258-4cc6-b27c-8a55f07cae9eFri, 16 Jun 2023 07:36:00 +000042:03truefull6060Data Science, AI & the Future of MarketingGE Healthcare's Director of Omnichannel Strategy, Amit Thard, joins the Shiny New Object podcast for a second time to talk about the benefits that AI is already bringing to high-volume data analysis and decision making for marketers.

    Listen to his tips on using AI and data science in marketing, as well as recommendations about how marketers can make themselves valuable to their organisations, no matter the economic context.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>GE Healthcare's Director of Omnichannel Strategy, Amit Thard, joins the Shiny New Object podcast for a second time to talk about the benefits that AI is already bringing to high-volume data analysis and decision making for marketers.

    Listen to his tips on using AI and data science in marketing, as well as recommendations about how marketers can make themselves valuable to their organisations, no matter the economic context.

    The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>ed53a2fe-de18-4885-9e06-3970d87d26c1Tue, 06 Jun 2023 10:10:00 +000018:17truefull5959The Importance of Ethical Marketing with PayPal's Nina NtatidouNina Ntatidou, Global Lead Management at PayPal, explores the significance of diverse backgrounds and skillsets in the marketing industry, as well as the importance of ethical marketing in a world of discerning consumers, on the latest episode of the Shiny New Object podcast.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Nina Ntatidou, Global Lead Management at PayPal, explores the significance of diverse backgrounds and skillsets in the marketing industry, as well as the importance of ethical marketing in a world of discerning consumers, on the latest episode of the Shiny New Object podcast.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>39a1291a-df98-4c78-9811-7284a4ba1993Wed, 31 May 2023 12:29:00 +000016:40truefull5858Why it makes financial sense to invest in diverse marketing - ft. ASSA ABLOY's Azeem AhmadCompanies that don't cater to underrepresented minority groups are leaving money on the table, according to Azeem Ahmad, Digital Marketing Lead at the ASSA ABLOY Group.

    On the latest episode of the Shiny New Object podcast, we delve deeper into the question of diversity in marketing, from company ethos to job adverts to hiring practices. Tune in to get actionable steps from Azeem and hear his reflections on the future of the industry.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Companies that don't cater to underrepresented minority groups are leaving money on the table, according to Azeem Ahmad, Digital Marketing Lead at the ASSA ABLOY Group.

    On the latest episode of the Shiny New Object podcast, we delve deeper into the question of diversity in marketing, from company ethos to job adverts to hiring practices. Tune in to get actionable steps from Azeem and hear his reflections on the future of the industry.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>b9936c9f-f1f8-4137-843a-7bd3846f6110Tue, 23 May 2023 11:12:00 +000034:40truefull5757The Whole Marketer Ep97 - Heart-led career choices with guest Rania RobinsonEpisode #97. ‘Heart-led career choices’ is the personal understanding topic covered in this episode. 

    Abby believes that having technical, soft and leadership skills is only part of what makes a holistic marketer… to be successful and fulfilled in our career and life as a whole, we need to develop our personal understanding in order to make informed choices aligned to our passion, values and purpose, so that our career and life is happening for us, not to us. 

    Joining Abby on this episode is Rania Robinson to discuss the heart-led choices she has made in her career and where her passion for these choices comes from. 

    Rania is CEO and partner of Quiet Storm, a purpose-led, employee-owned London creative agency. She is also a passionate D&I advocate as President of WACL (Women in Advertising and Communications) and Director at Create Not Hate. A leading voice in the marketing industry, Rania has recently been awarded IPAs iList most influential role models, Campaign’s Top 3 Trailblazers 2021 and featured in their 40 over 40 list 2022.  

    In this episode, Rania shares her story, from early childhood experience to first jobs and career highs and lows, that have all led her to pursue passions and make choices for a fulfilling career and life as a whole. Plus, Rania shares her advice for marketers of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Rania (Haggag) Robinson | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

    ]]>Episode #97. ‘Heart-led career choices’ is the personal understanding topic covered in this episode. 

    Abby believes that having technical, soft and leadership skills is only part of what makes a holistic marketer… to be successful and fulfilled in our career and life as a whole, we need to develop our personal understanding in order to make informed choices aligned to our passion, values and purpose, so that our career and life is happening for us, not to us. 

    Joining Abby on this episode is Rania Robinson to discuss the heart-led choices she has made in her career and where her passion for these choices comes from. 

    Rania is CEO and partner of Quiet Storm, a purpose-led, employee-owned London creative agency. She is also a passionate D&I advocate as President of WACL (Women in Advertising and Communications) and Director at Create Not Hate. A leading voice in the marketing industry, Rania has recently been awarded IPAs iList most influential role models, Campaign’s Top 3 Trailblazers 2021 and featured in their 40 over 40 list 2022.  

    In this episode, Rania shares her story, from early childhood experience to first jobs and career highs and lows, that have all led her to pursue passions and make choices for a fulfilling career and life as a whole. Plus, Rania shares her advice for marketers of tomorrow. 

    This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk

    Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

    Guest: Rania (Haggag) Robinson | LinkedIn

    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

    ]]>c753b027-047c-40d9-ac36-e68633f3242fTue, 23 May 2023 11:06:00 +000030:30truefull5858Can Marketing Save the Planet - Ep 56: – “Where does this fit into our sustainability strategy?” – The question all marketers need to be asking. Sam Taylor, The Good Factory“Consistency of message is what builds trust and we’re going to need that come 2028 when we realise how badly we failed.”

    Sam Taylor, grew up on the factory floor (literally). From her lived experience and passion, she has gone on to become founder of The Good Factory an organisation involved in everything from consulting, sourcing and development and lifecycle assessments in the sportswear industry. Sam talks about how whilst studying, she was told after delivering her final project that, she “didn’t understand the clothing industry”, - in reality, she was way ahead of everyone else and could see what was coming much earlier.

    In this episode we dig into lifecycle assessments and why they are such an important part of the business process, and something marketers increasingly need to have a greater awareness and interest.

    We talk about sustainability frameworks, why they need much more work, a more consistent approach and a massive dose of rigour around them, as well as the importance of bringing in localised information. Sam talks about controversy around the Higg Index, [rebranded May 16th to Worldly], a suite of tools developed by the Sustainable Apparel Coaltion (SAC) to help companies in the leather, footwear and apparel value chain measure sustainability, - and why some brands are ditching it…, she explains, “the reason they are removing consumer facing information is because it was found to be misleading, they couldn’t support the information with enough data, so had to go back to the drawing board and bring in more experts”. This is an all too common issue when it comes to sustainability data, but as you’ll hear, Sam is hopeful that the right data can support better practice.

    We go on to discuss regulation and its role in making the landscape fair and comparable. Sam believes, “governments play a lot bigger part than the industry would like, and it will get bigger, and, “where it will become more enforced is through import laws, as opposed to being marketing based, around claims.” Talking more about regulation, we move on to talk about the lifecycle of products, an area where things have changed considerably, but why? And as Sam explains, “we (the brands) are determining the lifecycle.”

    This episode covers a number of topics in the apparel industry - which of course are comparable and relevant to so many other industries; lifecycle assessments, carbon budgets and the creativeness surrounding them, data - what is and isn’t available and the realities of transparency.

    Sam advises all marketers when presented with briefs, ideas, instruction and campaigns - to ask and to keep asking, “where does this fit into our sustainability strategy?”

    A real eye opening conversation on so many levels and one we will certainly be delving into again with Sam in the future.

    _________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>“Consistency of message is what builds trust and we’re going to need that come 2028 when we realise how badly we failed.”

    Sam Taylor, grew up on the factory floor (literally). From her lived experience and passion, she has gone on to become founder of The Good Factory an organisation involved in everything from consulting, sourcing and development and lifecycle assessments in the sportswear industry. Sam talks about how whilst studying, she was told after delivering her final project that, she “didn’t understand the clothing industry”, - in reality, she was way ahead of everyone else and could see what was coming much earlier.

    In this episode we dig into lifecycle assessments and why they are such an important part of the business process, and something marketers increasingly need to have a greater awareness and interest.

    We talk about sustainability frameworks, why they need much more work, a more consistent approach and a massive dose of rigour around them, as well as the importance of bringing in localised information. Sam talks about controversy around the Higg Index, [rebranded May 16th to Worldly], a suite of tools developed by the Sustainable Apparel Coaltion (SAC) to help companies in the leather, footwear and apparel value chain measure sustainability, - and why some brands are ditching it…, she explains, “the reason they are removing consumer facing information is because it was found to be misleading, they couldn’t support the information with enough data, so had to go back to the drawing board and bring in more experts”. This is an all too common issue when it comes to sustainability data, but as you’ll hear, Sam is hopeful that the right data can support better practice.

    We go on to discuss regulation and its role in making the landscape fair and comparable. Sam believes, “governments play a lot bigger part than the industry would like, and it will get bigger, and, “where it will become more enforced is through import laws, as opposed to being marketing based, around claims.” Talking more about regulation, we move on to talk about the lifecycle of products, an area where things have changed considerably, but why? And as Sam explains, “we (the brands) are determining the lifecycle.”

    This episode covers a number of topics in the apparel industry - which of course are comparable and relevant to so many other industries; lifecycle assessments, carbon budgets and the creativeness surrounding them, data - what is and isn’t available and the realities of transparency.

    Sam advises all marketers when presented with briefs, ideas, instruction and campaigns - to ask and to keep asking, “where does this fit into our sustainability strategy?”

    A real eye opening conversation on so many levels and one we will certainly be delving into again with Sam in the future.

    _________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>9b5590d7-eb42-4c12-a60c-641070d73007Fri, 19 May 2023 08:54:00 +000046:27truefull5656Diversity as key to marketing effectiveness with Meta's Thiago GomesDiverse companies are more productive, innovate more, and understand their customers better. On the latest episode of the Shiny New Object Podcast, Thiago Gomes, Product Marketing Lead - EMEA at Meta, tells us why brands need to embrace diversity as part of their core strategy.

    Find out why diversity and inclusion are going through a critical time, how to get it right with conscious hiring practices, and more marketing tips.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Diverse companies are more productive, innovate more, and understand their customers better. On the latest episode of the Shiny New Object Podcast, Thiago Gomes, Product Marketing Lead - EMEA at Meta, tells us why brands need to embrace diversity as part of their core strategy.

    Find out why diversity and inclusion are going through a critical time, how to get it right with conscious hiring practices, and more marketing tips.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>d0e39240-42cc-4585-9673-8a772223af11Tue, 16 May 2023 14:20:00 +000022:32truefull1661Experian's Eka Vankova on the power of AI & machine learning for product marketingIn the latest Shiny New Object Podcast, Eka Vankova, Product Marketing & Proposition Lead at Experian, shares her passion for using AI and machine learning to better target customers and to create efficient, effective customer segmentation strategies.

    Tune in to hear her top marketing tips, her book recommendations, and how to harness the power of machine learning to improve product marketing and boost engagement and loyalty on the consumer side.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>In the latest Shiny New Object Podcast, Eka Vankova, Product Marketing & Proposition Lead at Experian, shares her passion for using AI and machine learning to better target customers and to create efficient, effective customer segmentation strategies.

    Tune in to hear her top marketing tips, her book recommendations, and how to harness the power of machine learning to improve product marketing and boost engagement and loyalty on the consumer side.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>64c024ba-4665-4649-a773-2112692a46feMon, 08 May 2023 14:25:00 +000021:03truefull1551Can Marketing Save the Planet - Ep 55: The journey of a sustainable creative agency, from the inside out! with Rob Minto, The OnliiA sustainable creative agency on a journey to make positive change, we caught up with Rob Minto, managing director of The Onlii. Rob talks about his own journey into sustainability, how he was inspired by the B Corp movement and why he set up the Onlii.

    Aligned to the UN Sustainable Development Goals, Rob discusses how these really helped to embed the environment and the bigger picture into the business strategy, he explains, “as part of the collective we went through a process of selecting some of the UN SDGS that we as a business would proactively target and that we could proactively influence”. He goes on to talk about how they work with those SDGs, and how every decision is done through an SDG lens, even going so far as to aligning them and embedding them into everyone’s personal objectives. Something that has been hugely inspiring and motivational.

    Making The Onlii a ‘force for good’, Rob talks about how they are continuously learning all the time, and that sustainability is more than just a one off campaign, “we all need to be more aware and look at the whole picture”. In relation to clients, Rob acknowledges that there is a lot to do and that some clients may not be ready for a sustainability focus yet, but they are trying to edge them onto that journey. 

    We talk about how there are still many challenges around business and marketing transformation in the sustainability space and why it’s more important than ever to continue asking big uncomfortable questions and coming up with solutions that ultimately drive things forward. As is the essence of our work, marketing and advertising has a huge role to play in positioning things differently, really considering its impact and very simply, doing what you say you’re going to do.

    We all have a responsibility to do better and educate ourselves and Rob believes this needs to be led from the top. The appetite to change has got to improve otherwise as Rob explains, “those agencies and brands who don’t come on the journey will get left behind and won’t be here in 10 years”.

    If you want a great example of how to truly embed sustainability into your business, motivate those around you and get people thinking differently, then tune in and have a listen. There are some brilliant ideas in this one! 

    Since recording we noticed that all the team on The Onlii took our ‘100 Points Challenge’ - and they gave us some excellent feedback on how it’s inspired them to keep learning. A simple take away you can do for yourself - or indeed create as a team challenge. More on our 100 Points challenge here - and more on Rob and The Onlii here.

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>A sustainable creative agency on a journey to make positive change, we caught up with Rob Minto, managing director of The Onlii. Rob talks about his own journey into sustainability, how he was inspired by the B Corp movement and why he set up the Onlii.

    Aligned to the UN Sustainable Development Goals, Rob discusses how these really helped to embed the environment and the bigger picture into the business strategy, he explains, “as part of the collective we went through a process of selecting some of the UN SDGS that we as a business would proactively target and that we could proactively influence”. He goes on to talk about how they work with those SDGs, and how every decision is done through an SDG lens, even going so far as to aligning them and embedding them into everyone’s personal objectives. Something that has been hugely inspiring and motivational.

    Making The Onlii a ‘force for good’, Rob talks about how they are continuously learning all the time, and that sustainability is more than just a one off campaign, “we all need to be more aware and look at the whole picture”. In relation to clients, Rob acknowledges that there is a lot to do and that some clients may not be ready for a sustainability focus yet, but they are trying to edge them onto that journey. 

    We talk about how there are still many challenges around business and marketing transformation in the sustainability space and why it’s more important than ever to continue asking big uncomfortable questions and coming up with solutions that ultimately drive things forward. As is the essence of our work, marketing and advertising has a huge role to play in positioning things differently, really considering its impact and very simply, doing what you say you’re going to do.

    We all have a responsibility to do better and educate ourselves and Rob believes this needs to be led from the top. The appetite to change has got to improve otherwise as Rob explains, “those agencies and brands who don’t come on the journey will get left behind and won’t be here in 10 years”.

    If you want a great example of how to truly embed sustainability into your business, motivate those around you and get people thinking differently, then tune in and have a listen. There are some brilliant ideas in this one! 

    Since recording we noticed that all the team on The Onlii took our ‘100 Points Challenge’ - and they gave us some excellent feedback on how it’s inspired them to keep learning. A simple take away you can do for yourself - or indeed create as a team challenge. More on our 100 Points challenge here - and more on Rob and The Onlii here.

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>7cd8f991-cfd4-4269-ba2c-1c2016659edfMon, 08 May 2023 11:31:00 +000031:05truefull1441The Buy Side - Crypto.com - Unofficial PartnerCrypto.com has been one of the biggest spenders in the sports sponsorship market over the last three years, putting its brand to properties including FIFA World Cup, F1 and the Aston Martin team, UFC, Australia Football League and the naming rights to the Staples Centre in Los Angeles among many others.

    Every major sports property in the world rushed to do deals in a category of companies seeking to pay high fees in return for global brand awareness and brand trust.

    Then came the FTX scandal which rocked not just the crypto and web3 sectors but also the sports world, which sought reassurance as to whether they were going to get paid.

    It's this rollercoaster we explore in this podcast, with Crypto.com's head of sponsorship Alex Shapiro, whose cv also features Visa and ESPN, along with Buy Side co-hosts Sally Hancock and Shaun Whatling.  

    ]]>Crypto.com has been one of the biggest spenders in the sports sponsorship market over the last three years, putting its brand to properties including FIFA World Cup, F1 and the Aston Martin team, UFC, Australia Football League and the naming rights to the Staples Centre in Los Angeles among many others.

    Every major sports property in the world rushed to do deals in a category of companies seeking to pay high fees in return for global brand awareness and brand trust.

    Then came the FTX scandal which rocked not just the crypto and web3 sectors but also the sports world, which sought reassurance as to whether they were going to get paid.

    It's this rollercoaster we explore in this podcast, with Crypto.com's head of sponsorship Alex Shapiro, whose cv also features Visa and ESPN, along with Buy Side co-hosts Sally Hancock and Shaun Whatling.  

    ]]>7de87420-5ab6-451f-895d-7423279694a4Tue, 02 May 2023 10:57:00 +000038:01truefull1331Unleashing the Power of Creator Commerce with Lucrèce Sicat, Head of Creator Marketing, Europe at AmazonAre you feeling uncertain about your marketing career path? Our latest guest on the Shiny New Object podcast, Lucrèce Sicat, Head of Creator Marketing at Amazon, shares her story and discusses the benefits of embracing creator commerce to enhance brand credibility and increase consumer loyalty. Tune in to this episode to discover how losing your way can lead to landing your dream job while exploring the potential of creator commerce.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Are you feeling uncertain about your marketing career path? Our latest guest on the Shiny New Object podcast, Lucrèce Sicat, Head of Creator Marketing at Amazon, shares her story and discusses the benefits of embracing creator commerce to enhance brand credibility and increase consumer loyalty. Tune in to this episode to discover how losing your way can lead to landing your dream job while exploring the potential of creator commerce.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>b871d5de-3bd4-4b0a-b76f-f7c2b24e2569Tue, 02 May 2023 10:49:00 +000028:03truefull1221THINK EQUAL podcast - Leanne Foy meets Amanda Fox-PrykeTHINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

    As part of our campaign, we are thrilled to launch the THINK EQUAL podcast. Each month, our podcast will shine a spotlight on an inspiring female leader who is dedicated to levelling the marcomms playing field. 

    Our inaugural podcast sees Leanne Foy, Project Director of THINK EQUAL meet Amanda Fox-Pryke, Deputy Managing Director at Performance Communications. 

    Having worked in the traditionally male-dominated industries of sport and automotive, Amanda shares how she has overcome personal and industry barriers to reach a leadership role. Leanne and Amanda discuss what support is available and share advice for the next generation of aspiring female leaders. 

    Podcast highlights include: 

    • How coaching and mentor guidance has (and continues to!) supercharge Amanda’s career 
    • The importance of self-belief and taking accountability for your self-learning journey 
    • Why networking is the secret weapon to career success  
    
    

    We hope you enjoy!

    A note from THINK EQUAL 

    We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time to our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

    ]]>THINK EQUAL is the new Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.

    As part of our campaign, we are thrilled to launch the THINK EQUAL podcast. Each month, our podcast will shine a spotlight on an inspiring female leader who is dedicated to levelling the marcomms playing field. 

    Our inaugural podcast sees Leanne Foy, Project Director of THINK EQUAL meet Amanda Fox-Pryke, Deputy Managing Director at Performance Communications. 

    Having worked in the traditionally male-dominated industries of sport and automotive, Amanda shares how she has overcome personal and industry barriers to reach a leadership role. Leanne and Amanda discuss what support is available and share advice for the next generation of aspiring female leaders. 

    Podcast highlights include: 

    • How coaching and mentor guidance has (and continues to!) supercharge Amanda’s career 
    • The importance of self-belief and taking accountability for your self-learning journey 
    • Why networking is the secret weapon to career success  
    
    

    We hope you enjoy!

    A note from THINK EQUAL 

    We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time to our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library or have a venue you want to provide for free. Contact us at Thinkequal@marketingsociety.com

    ]]>75a204f8-e271-4e99-8934-f660edd7838aThu, 20 Apr 2023 21:00:00 +000021:13truefull1111Can Marketing Save the Planet Ep 54: – As Citizens we really have a much bigger (and more important) role to play in the world! with Jon Alexander“How can organisations treat people as citizens, not just as consumers? How can organisations invite people into their agency and creativity to shape the world and not just sell them stuff?”

    When Jon Alexander, author of the brilliant book ‘Citizens’ joined us on Can Marketing Save the Planet, we got straight into those questions! The subject story, the consumer story (where we are right now), and the citizen story, (the place we need to get to). Jon explained how we are currently trying to solve such disconnect from within the consumer story - “you just can’t solve an inequality crisis from a story of competition and status, or a story that says humans are separate from nature.” And, “What are we doing to ourselves when we constantly call ourselves consumers?”

    The citizen story is all about taking ownership and getting involved, with everyone participating sharing their ideas, creativity and energy. And why is that so important, well because as Jon puts it, “all of us are smarter than any of us.”

    We talk about the role marketing has played in the consumer story and what it will take to mobilise people in a different direction. Jon is a massive advocate for giving people space, ‘cognitive oxygen’ - and believes we can’t even begin to look at the role marketing plays until we stop and allow people to pause and think. He raises that perhaps we need to look at where marketing shouldn’t be in people’s lives, asking, “should there be a limit on advertising to children, and limits on outdoor advertising and product placement?” Jon thinks these kind of conversations are powerful and interesting, both for people and organisations, and we were in absolute agreement, these are the kind of conversations which bring about transformational thinking and change.

    We delved into what the role of marketing might be in the citizen story. Jon believes the people in marketing can play a series of important roles, but people ‘need to be treated as participants in the process’, an area Marketers need to focus in on more. We raised questions such as ‘what happens when you give people a role and how do you collaborate and co-create to give people solutions that matter?’ We talked community, hearts and minds and the process of ‘respect, connect, reflect and only then direct’.

    Jon shares story after story, packed with ideas, insights and stuff that not only motivates, but will make you smile. The idea of a future based on the Citizen story is one which fills us with hope and joy, and one where we can dare to imagine a fairer, better and more sustainable future.

    There is so much to take in, so we’ll leave you to tune in and reflect.

    For more on Jon and his work visit…https://www.jonalexander.net/

    And the How to Citizen project he shared with us via Baratunde - see ‘How to Citizen’ here https://www.howtocitizen.com/

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>“How can organisations treat people as citizens, not just as consumers? How can organisations invite people into their agency and creativity to shape the world and not just sell them stuff?”

    When Jon Alexander, author of the brilliant book ‘Citizens’ joined us on Can Marketing Save the Planet, we got straight into those questions! The subject story, the consumer story (where we are right now), and the citizen story, (the place we need to get to). Jon explained how we are currently trying to solve such disconnect from within the consumer story - “you just can’t solve an inequality crisis from a story of competition and status, or a story that says humans are separate from nature.” And, “What are we doing to ourselves when we constantly call ourselves consumers?”

    The citizen story is all about taking ownership and getting involved, with everyone participating sharing their ideas, creativity and energy. And why is that so important, well because as Jon puts it, “all of us are smarter than any of us.”

    We talk about the role marketing has played in the consumer story and what it will take to mobilise people in a different direction. Jon is a massive advocate for giving people space, ‘cognitive oxygen’ - and believes we can’t even begin to look at the role marketing plays until we stop and allow people to pause and think. He raises that perhaps we need to look at where marketing shouldn’t be in people’s lives, asking, “should there be a limit on advertising to children, and limits on outdoor advertising and product placement?” Jon thinks these kind of conversations are powerful and interesting, both for people and organisations, and we were in absolute agreement, these are the kind of conversations which bring about transformational thinking and change.

    We delved into what the role of marketing might be in the citizen story. Jon believes the people in marketing can play a series of important roles, but people ‘need to be treated as participants in the process’, an area Marketers need to focus in on more. We raised questions such as ‘what happens when you give people a role and how do you collaborate and co-create to give people solutions that matter?’ We talked community, hearts and minds and the process of ‘respect, connect, reflect and only then direct’.

    Jon shares story after story, packed with ideas, insights and stuff that not only motivates, but will make you smile. The idea of a future based on the Citizen story is one which fills us with hope and joy, and one where we can dare to imagine a fairer, better and more sustainable future.

    There is so much to take in, so we’ll leave you to tune in and reflect.

    For more on Jon and his work visit…https://www.jonalexander.net/

    And the How to Citizen project he shared with us via Baratunde - see ‘How to Citizen’ here https://www.howtocitizen.com/

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>eb8164dc-22d6-41cd-b334-2ad0098a9e81Thu, 20 Apr 2023 07:53:00 +000050:09truefullIf Tesco Ran Sport - Unofficial Partner PodcastThe big retailers are years ahead of sport when it comes to understanding their own customers. 

    So Unofficial Partner asked today's guests what can sport learn from Sainsbury's, Tesco, Target and Amazon. 

    We're joined by Finn Bradshaw and Claire Kelly.

    Finn is head of digital at the International Cricket Council, the game's global governing body. 

    Claire is General Manager of Gemba Europe. 

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    ]]>The big retailers are years ahead of sport when it comes to understanding their own customers. 

    So Unofficial Partner asked today's guests what can sport learn from Sainsbury's, Tesco, Target and Amazon. 

    We're joined by Finn Bradshaw and Claire Kelly.

    Finn is head of digital at the International Cricket Council, the game's global governing body. 

    Claire is General Manager of Gemba Europe. 

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    ]]>b50207cf-384f-43ee-a5f0-6738149b580fTue, 18 Apr 2023 11:33:00 +000058:02truefullData-driven marketing success, the importance of flexibility & ChatGPT as PAMadlen Nicolaus, the former VP Marketing EMEA at SAP Concur, showcases the power of a working mother in the tech industry on the latest episode of the Shiny New Object podcast. She shares why working without data is like driving blindfolded, while also advocating for agility as an essential tool for all marketers.

    Additionally, find out why ChatGPT is Madlen's Shiny New Object - and how she uses it to increase her effectiveness in day-to-day activities.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    
    

    
    

    
    

    
    

    
    

    
    

    
    

    
    

    ]]>Madlen Nicolaus, the former VP Marketing EMEA at SAP Concur, showcases the power of a working mother in the tech industry on the latest episode of the Shiny New Object podcast. She shares why working without data is like driving blindfolded, while also advocating for agility as an essential tool for all marketers.

    Additionally, find out why ChatGPT is Madlen's Shiny New Object - and how she uses it to increase her effectiveness in day-to-day activities.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    
    

    
    

    
    

    
    

    
    

    
    

    
    

    
    

    ]]>bc1a2de8-8863-483c-b4c8-0a872c3fb18eMon, 17 Apr 2023 16:18:00 +000024:43truefullSubstack: The Future of Personal Marketing and Brand SponsorshipStephanie Bonnet, Head of Corporate Communications at EDF in the UK, discusses the impact of platforms like Substack on digital marketing in the latest episode of the Shiny New Object podcast.

    We delve into the new phenomenon of personal marketing, which offers free expression and opportunities to create content in various media. Stephanie explains how personal marketing differs from traditional personal branding and what marketers can learn from it. She also shares her experience of building a Substack presence, the lessons she's learned, and her top marketing tips.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>Stephanie Bonnet, Head of Corporate Communications at EDF in the UK, discusses the impact of platforms like Substack on digital marketing in the latest episode of the Shiny New Object podcast.

    We delve into the new phenomenon of personal marketing, which offers free expression and opportunities to create content in various media. Stephanie explains how personal marketing differs from traditional personal branding and what marketers can learn from it. She also shares her experience of building a Substack presence, the lessons she's learned, and her top marketing tips.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>b509b7d6-28f3-4878-ba67-5c9e4205dd0eMon, 10 Apr 2023 15:25:00 +000021:13truefullUnofficial Partner - The Buy Side - Coke and the OlympicsCoca Cola and the Olympics is sport's most enduring commercial relationship. But how does it work on the inside? How relevant is the Games to today's Coke drinker? Is the Olympic TOP programme still fit for purpose? And how can the IOC balance its promises around sustainability with the reality of hosting massive, multi-sport events, and sponsored by companies such as Coca Cola, which is one of the biggest producers of plastic in the world?

    As VP of Olympic Assets and Marketing, James Williams was Coca Cola's man on the ground at three Summer Games, starting in London 2012, through Rio 2016 and onto the Covid delayed Tokyo Olympics in 2021. 

    What he's got to say talks to many of the big themes that dominate the sports business today and in to the future. 

    Helping ask the questions are our regular Buy Side co-hosts, Sally Hancock and Shaun Whatling.

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    ]]>Coca Cola and the Olympics is sport's most enduring commercial relationship. But how does it work on the inside? How relevant is the Games to today's Coke drinker? Is the Olympic TOP programme still fit for purpose? And how can the IOC balance its promises around sustainability with the reality of hosting massive, multi-sport events, and sponsored by companies such as Coca Cola, which is one of the biggest producers of plastic in the world?

    As VP of Olympic Assets and Marketing, James Williams was Coca Cola's man on the ground at three Summer Games, starting in London 2012, through Rio 2016 and onto the Covid delayed Tokyo Olympics in 2021. 

    What he's got to say talks to many of the big themes that dominate the sports business today and in to the future. 

    Helping ask the questions are our regular Buy Side co-hosts, Sally Hancock and Shaun Whatling.

    Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.

    To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter @UnffclPrtnr

    ]]>8858e94a-e6e6-4783-8a6f-2d2853db0939Thu, 06 Apr 2023 13:03:00 +000047:49truefullCan Marketing Save the Planet Ep 53: – 'Marketing - A Critical Changemaker' - with Andy Last, Executive Partner, Purpose and Sustainability, MullenLoweIn this episode of, Can Marketing Save the Planet we spoke to Andy Last, Executive Partner, Purpose and Sustainability from MullenLowe, an end-to-end communications and creative services agency. Part of the MullenLow Group, who believe, ‘purpose is nothing without progress’, and we couldn’t agree more. We are in the definitive decade and progress at scale and pace is needed now more than ever. 

    We naturally discussed purpose, as sustainability continues to rise up the agenda and how purpose is misused and diluted, but also how it is often forgotten as organisations get swept away and distracted with so much going on and the need to focus on profit taking over. Andy explained, “if it stays in CSR and Corporate communication then it isn’t getting into the heart of the business, and that’s where the power comes from.”

    The landscape is changing, innovation is changing, sentiment is changing and marketers need to be taking back the intelligence for strategic intent as this is where so much of the opportunity lies. Andy gave great examples such as Lifebuoy Soap (they invented the word BO) and how once their beliefs and actions were truly embedded into the heart of the brand and core purpose, gave way to brilliant innovations such as a liquid hand soap which turned green once children had washed their hands for more than 30 seconds. This connection back to their purpose which is to ‘make handwashing and sanitising a simple part of everyday routines.’ is what makes it real and measurable.

    But, it’s not an easy path to navigate, Andy went on to talk about how “marketers have to understand the markets in which their products are operating is changing, and then to understand how to talk about them, but how to talk about them is becoming increasingly complex, because of accusations of greenwashing and legislation. And marketers have this difficult job of treading a path between these accusations of greenwashing, and not saying anything.”

    We talked about who is doing well, and what drove those organisations to be the first movers. How brands have taken on social issues and knitted them into their business models with very clear benefits to both business and society.

    Looking inwards, Andy also talked about the structural piece, and how important it is in order to make anything happen. There is a need for incentives, but ones which go beyond rewards, and are ‘part of the job’. We have to be educated and responsible, it’s in all of our roles to change the course we are on.

    The theme of Marketers as changemakers continues… another great episode, with so many inspiring examples, grab a coffee and tune in!

    And for more about MullowLowe - see here: https://www.mullenlowegroup.com/

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>In this episode of, Can Marketing Save the Planet we spoke to Andy Last, Executive Partner, Purpose and Sustainability from MullenLowe, an end-to-end communications and creative services agency. Part of the MullenLow Group, who believe, ‘purpose is nothing without progress’, and we couldn’t agree more. We are in the definitive decade and progress at scale and pace is needed now more than ever. 

    We naturally discussed purpose, as sustainability continues to rise up the agenda and how purpose is misused and diluted, but also how it is often forgotten as organisations get swept away and distracted with so much going on and the need to focus on profit taking over. Andy explained, “if it stays in CSR and Corporate communication then it isn’t getting into the heart of the business, and that’s where the power comes from.”

    The landscape is changing, innovation is changing, sentiment is changing and marketers need to be taking back the intelligence for strategic intent as this is where so much of the opportunity lies. Andy gave great examples such as Lifebuoy Soap (they invented the word BO) and how once their beliefs and actions were truly embedded into the heart of the brand and core purpose, gave way to brilliant innovations such as a liquid hand soap which turned green once children had washed their hands for more than 30 seconds. This connection back to their purpose which is to ‘make handwashing and sanitising a simple part of everyday routines.’ is what makes it real and measurable.

    But, it’s not an easy path to navigate, Andy went on to talk about how “marketers have to understand the markets in which their products are operating is changing, and then to understand how to talk about them, but how to talk about them is becoming increasingly complex, because of accusations of greenwashing and legislation. And marketers have this difficult job of treading a path between these accusations of greenwashing, and not saying anything.”

    We talked about who is doing well, and what drove those organisations to be the first movers. How brands have taken on social issues and knitted them into their business models with very clear benefits to both business and society.

    Looking inwards, Andy also talked about the structural piece, and how important it is in order to make anything happen. There is a need for incentives, but ones which go beyond rewards, and are ‘part of the job’. We have to be educated and responsible, it’s in all of our roles to change the course we are on.

    The theme of Marketers as changemakers continues… another great episode, with so many inspiring examples, grab a coffee and tune in!

    And for more about MullowLowe - see here: https://www.mullenlowegroup.com/

    ________________________________________________________________

    You’ll find the Podcast on all the usual pod platforms - and if you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.

    Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

    ]]>783b2743-1375-42ae-a3a5-c64e3d2ee0d9Thu, 06 Apr 2023 08:03:00 +000041:16truefullHow to leverage sustainability in marketing with Logicalis' Catriona WalkerdenThe growing importance of sustainability for businesses translates into increased marketing opportunities, according to Catriona Walkerden, VP, Global Marketing, at Logicalis. On the latest episode of the Shiny New Object podcast, she gives her top tips to succeed at sustainability marketing, as well as more advice on a human first approach to advertising.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>The growing importance of sustainability for businesses translates into increased marketing opportunities, according to Catriona Walkerden, VP, Global Marketing, at Logicalis. On the latest episode of the Shiny New Object podcast, she gives her top tips to succeed at sustainability marketing, as well as more advice on a human first approach to advertising.

    The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

    ]]>0a8d7695-f192-4239-9bdd-76e86ef4d6f6Mon, 03 Apr 2023 11:11:00 +000020:46truefull