The Marketing Society podcast (The Marketing Society podcast)

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/

Episode #84. This topic is Inclusive Marketing and the impact that marketing to a diverse audience can have for your organisation and society as a whole. 

As marketers, we have the power to be change-makers; influencing what society thinks, feels and does, but we also have the responsibility that comes with it. Inclusive Marketing means developing empathy and being open to continuous learning and listening in order to build deep-rooted connections with all our consumers. 

Abby’s guest expert on this topic is Jerry Daykin, Head of Global Media at Beam Suntory. An experienced marketing leader for brands such as GSK, Diageo and Cadbury, Jerry is passionate about diversity and inclusivity and has published a new book Inclusive Marketing: Why representation matters to your customer and your brand. 

In this episode, Jerry shares why he believes inclusive marketing and diversity in your team is important, how more progressive advertising representing gender, race, LGBT and class can drive better performance, and his 4 phase framework featured in his book. Plus career highs and lows, and advice for marketers of tomorrow. 

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

Guest: Jerry Daykin | LinkedIn

Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand:

Amazon.co.uk: Daykin, Jerry: 9781398607316: Books

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 

This podcast is sponsored by Labyrinth Marketing   www.labyrinthmarketing.co.uk 

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

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…

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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.

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...

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

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

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

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.

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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.

“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…

Episode #79. ‘Life by design’ is this episode’s personal understanding topic for marketers and entrepreneurs. For Abby, life by design means actively making choices on how you live your life – your work, projects and past-times – so that your life is happening for you, not to you. 

Joining Abby is her guest Jodie Cook; entrepreneur, athlete and author, whose experience founding and selling her agency led her to write The Ten Year Career, a 4 step process by which entrepreneurs can map their journey and plan their next move. 

In this episode, Jodie shares some great exercises to get you thinking about how to prioritise and filter what’s important, what gives and drains your energy and acknowledging our biases that can prevent our growth mindset. Plus, Jodie explains her 4-step entrepreneurial process and her career highs and lows. 

This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Jodie Cook | 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, host, Alasdair Hall-Jones, Global Director at The Marketing Society spoke to Amelia Abel & Winnie Cheng from Kantar about the importance of Customer Experience.

They discuss growth and how brands are focusing on being meaningfully different with their customer experience and analytics.

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/

Episode #87. Menopause is the focus of this episode – it’s an area of personal understanding, not just for our own understanding but it’s also important to gain greater understanding and empathy for our colleagues and those in our care. 

Menopause is a natural part of a women’s life when she stops having her period, commonly from the ages of 45 although it can be earlier. Perimenopause is the stage prior to the menopause and both phases can impact a woman emotionally, psychologically and her physical health as her body adjusts to the changes in hormones and functions. 

Joining Abby is leading retail marketer Claire Farrant, Marketing Director at Lidl GB. Together with her team, Claire has helped to grow Lidl’s UK share by 3 points in her time at the retailer; she has been selected numerous times within Campaign’s Power 100 and loves to support, mentor and inspire others in the industry. 

In this episode, Claire openly and bravely shares her personal history of menopause from her mother and her own experience. She discusses the importance of supporting women’s mental health as well physical health, managing and taking control of symptoms in the workplace and being transparent with your team. 

Plus career highs and lows and advice for marketers. 

Disclaimer: The host and guest featured in this episode are not medical professionals and it is not a substitute for professional medical advice from qualified healthcare practitioners. 

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 

This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

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.

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

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.

Episode #82. Today’s episode is a technical skill - Promotional Marketing.

Promotional marketing is a powerful tool aimed to influence a purchasing transaction, often at a point of purchase. Many of us associate it with traditional, short-term sales promotion techniques such as coupons, prize draws, on-pack promotions... but many brands today are applying it more creatively to create meaningful brand building events, experiences, user-generated content and long-term campaigns.

Joining Abby is her guest award-winning, promotional marketing expert Andrew Rae. Working with clients including Air BnB, Ferrero, Mondelez, Molson Coors and Ocado, Andrew’s previous role include MD of the IPM before starting his own agency Another Way.

In this episode, Andrew shares how promotional marketing has evolved to create brand connections on a more personal level. He discusses why promotional marketing shouldn’t be the last part of an integrated campaign and examples of how it can build more long-term engagement.

Plus Andrew’s career highs and lows and advice for marketers approaching a recession.

Host: Abigail Dixon FCIM/ICF |LinkedIn

Guest: Andrew Rae | 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 

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 

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.

In this special 200th episode of the Shiny New Object Podcast, Google Canada's Ben Wise shares his insights into successful marketing innovation. He explains why it's important for companies to move away from thinking about digital and traditional media separately and focus more on content, regardless of its origin. Listen in to get tips for new starters as well as more strategic advice on how brands can unify their message and have a more flexible approach to their messaging.

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

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

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

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

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

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

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.

If you take the time to read the environment, today's global chaos and constant change can throw out lots of opportunities for great marketing. John Solomon, CMO of Therabody, talks about the modern marketer's top challenges and gives his three-point plan to tackle them in 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

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

How do advances in technology and the development of a new era of the Internet impact on marketing strategy? Hear from the Vice President of Global Digital & Social Marketing at Mastercard, Abhijit Shome, to get some marketing tips for the future and understand what Web 3.0 should look like.

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

How many brands know what they're really doing when showing pride? Daniel Peach, Head of Digital Acceleration Programmes, EMEA Go to Market Strategy at Google, thinks there are lots of conflicts between brands going after the "pink dollar" during Pride Month only, and their overall conduct.

On the Shiny New Object podcast, Daniel shares his expertise, exploding Pride Washing myths and revealing who gets LGBTQ representation right. Listen to get top marketing tips and some additional advice for those new to the industry, too.

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 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

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

Episode #88. Series 5! We’re kicking off this new season with a technical skill – brand transformation - but when approached with a Whole Marketer mindset, a true brand transformation requires holistic skills, as we know creating a plan on paper is one thing and successfully leading and delivering it is quite another. 

Brand transformation is when a brand goes through significant change in order to regain, strengthen or accelerate its growth. It requires vision, bravery, conviction and buy-in from across the whole organisation - from strategy to operations, culture and tactics. 

Abby is joined by guest expert Andrew Geoghegan who is 1 year into his position as Chief Marketing Transformation Officer at PZ Cussons. Previously Andrew was Global Consumer Planning Director at Diageo and has been recognised as one of Marketing Week’s leading FMCG marketers in their annual Top100 list.   

Andrew shares his journey so far to turnaround the brands in his guardianship, his approach to transformations and on a personal level what he has learned about himself in this new chapter. 

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

Guest: Andrew Geoghegan | 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 

This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

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

Episode #92. The holistic topic

discussed in this episode is finding balance in work and life aka ‘Slow the Fu%k down’. 

This episode is a

reminder that whilst marketing is a fast-paced,

challenging yet

change-making and rewarding profession, it is only one part of our lives as a whole and we need to be able to recognise signs of burn out and re-evaluate priorities if the overwhelm from our marketing role is becoming too much. 

Abby’s guest sharing her story is Emma Harris, founder and chief of brand consultancy agency Glow London. Emma previously spent 10 years leading growth at Eurostar and is a trustee for Marketing Academy Foundation as well as passionate about mentoring. 

A health crisis in 2022 led Emma to spread the message to those in our profession to slow down and make choices to look after yourself. 

Emma shares her terrifying health scare plus her view on our industry’s risk of burnout, managing thoughts from reality and the power of manifesting. 

Plus her advice for marketers and career highs and lows. 

Please note this episode contains explicit language.

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

Guest: Emma Harris| LinkedIn

Episode #91. The personal understanding topic in this episode is career choices and finding fulfilment in your role. 

Part of the Whole Marketer philosophy is developing your personal understanding – your values, your why, strengths, self-awareness, overcoming limiting beliefs – so that you can create a marketing career and life as a whole that is personal and fulfilling to you. 

By gaining clarity on these areas, you can make purposeful and intentional choices on the projects you do, the role you’re in and the organisations that you work for, so that your career is happening for you, not to you. 

Joining Abby is award-winning board-level leader, Annabel Venner, consultant and Non-Exec Director who shares her experience and career choices working for brands such as Coca-Cola and Hiscox. Plus her advice for marketers and career highs and lows. 

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

Guest: Annabel Venner | 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 

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

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.

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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.

As gaming becomes a bigger part of everyone's lives, high-end fashion brands have access to an even bigger audience that's looking to enhance their virtual world avatars. This not only opens up a bigger stage for brand awareness, it's also a way towards a new income stream.

Gary Plunkett, Chief Commercial Officer for Dtail by PixelPool, talks to us about the link between gaming technology and the fashion industry and how marketers can take advantage of this in the near and long-term future.

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

“Marketers need to get into the nitty gritty and learn about lifecyle assessments and how they are used, their limitations and their advantages, it might seem boring - but it’s really, really important.”

In this episode, we’re joined by Oliver-Bealby-Wright, Lead, Consumers in the Energy System who formerly led Consumers International’s GreenCommerce project in 2022 on improving consumer sustainability information. Consumers International is a membership body with over 200 members across 100 countries, dedicated to defending the rights of consumers.

Oliver shares their whole systems approach, working across critical areas - considering labelling, data, the information lifecyle alongside the product lifecycle, ecommerce and the digital environment, where digital nudging can support, but also considering the risk, greenwashing and misleading claims and the role of retailers and consumers.

We cover A LOT, and Oliver shares a very comprehensive overview of the scale of the challenges, but also the scale of the opportunity.

“Marketing has a big role to play in making information ‘sing’. “

All the time we bring the context back to marketing and communication, and Oliver is clear that marketing has a big part to play - but that there aren’t really any short cuts when it comes to transparency, substantiation and understanding regulation and where principles and policies are justified and where they are not. “it’s about education and upskilling - there are no short cuts.” And we couldn’t agree more.

Oliver shares that sustainable consumption is a basic right of consumers and of course, whilst consumers have an important role to play towards a fair and accountable transition to net zero, so too do retailers and so we discuss their role as gatekeepers, the challenge of compliance by design and the risks and opportunity of ecommerce, micro-targeting and personalised messaging.

When it comes to collaboration, there’s a need for many bodies and actors to be working cohesively to not only create coherent policies - but then to be translated into practice, no simple task given there is just so much room for interpretation. And that leads us to data, innovation and unusual partnerships.

“More transparency alone is not going to get us there – it’s not going to close the intention action gap, which is even more true in online shopping environments than in person. Some folks are doing interesting things, layering information in the online environment, simplifying choices along the consumer journey to avoid information overload - because when things become too complex or there’s just too much to navigate through, people switch off . And if they switch off, they’re never going to reach the important and useful information that matters.”

Trust us… there’s just so much wisdom and so many takeaways in this conversation.

Listen in for yourself, tell us what you think… share your viewpoints. We love to hear what’s landed for you - or what you agree with, disagree with.

Useful links:

If you want to get involved in the UN One Planet Network programme Oliver mentions - see here: https://www.unep.org/explore-topics/resource-efficiency/what-we-do/one-planet-network

For more about Consumers International - visit https://www.consumersinternational.org/

Connect with Oliver Bealby-Wright - https://www.linkedin.com/in/oliver-bealby-wright-56645b15a/

Finally, since recording CI published a few reports during the World Economic Forum - see below

• The State of Sustainability Information which assesses the critical trends and trade-offs in sustainability information provision and...

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.

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 

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

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

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 

“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:

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.

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.

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 

“ The world doesn’t need what we do at the moment, we can’t continue the way we are. We need to adapt and look at long term need and deliver valuable solutions.”

Aligned with the latest IPCC report, the message is clear on so many levels that we can’t keep doing what we do and making minor tweaks - transformational and urgent action is what’s required, and that’s going to require a collaborative approach.

Timely indeed for Part 2 of our conversation with Paul Skinner, Author, Founder of MarketingKind and Agency of the Future, prior to Paul writing ‘The Purpose Upgrade - Change your business to save the world, Change the world to save your business’ - published another brilliant work, ‘Collaborative Advantage - How Collaboration Beats Competition as a Strategy for Success’. In this second part of the conversation, we explore Paul’s immense knowledge in this area, diving into competitive -v- collaborative advantage.

There’s so much packed into these two 30 minute episodes, if you missed Part 1 - then we urge you to tune in… and if you loved Part 1, then dive straight into Part 2 and continue to be inspired .

Follow Paul Skinner via LinkedIn

Join the MarketingKind Community (we highly recommend this for all Marketers)

Find out more about Paul’s books and work at Agency of 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.

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

Kirstina Lagerstedt, Marketing Director Scandinavia at Wolters Kluwer Tax & Accounting, talks to us about the importance of considering the end consumer who receives marketing messages, in B2B and B2C equally.

Marketing as "business to human" means creating simple copy, speaking to people directly and being honest and down to earth as a brand. Listen to Kristina's examples of who does this brilliantly, and to more marketing tips, on the latest podcast episode.

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

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 

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.

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 

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 

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…

Will AI content creation tools render writers and creators obsolete? And how does the rise of AI compete with the increase in the creator economy that's been facilitated by social media in the last few years?

On the Shiny New Object podcast, Mihir Haryal, Assistant Vice President for Marketing at the Apex Group Ltd, tells us his opinion as he explains why he's picked the use of AI in marketing as his shiny new object.

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 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.

Episode #78. This episode discusses Social Legacy for marketers and being intentional with our choices in order to live a purposeful life.

Social legacy is the impact your presence has on others (and the world) around you, when you give back to society or champion a particular cause. As individuals, marketers and leaders of change, it is utilising what we have personally and/or in the organisation that we work, to benefit society and causes that we are passionate about, which also helps us to gain fulfilment personally and for those within the organisation.

Abby’s remarkable guest to discuss social legacy is Emily Chang, CEO of McCann Worldgroup China. An accomplished marketer and leader, Emily’s previous roles include Apple, Procter & Gamble, InterContinental Hotels Group Greater China, as well as CMO of Starbucks China. Emily was recently awarded ‘Women to Watch Greater China’ by Campaign Asia and has recently published best-selling book The Spare Room, which is also the topic of her first TEDx talk.

In this inspirational episode, Emily shares how you can determine your own social legacy, clarity on your cause, feeling comfortable with asking for help, and living your maximum life that leaves people and circumstances better than you’ve found them.

This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

Host: Abigail Dixon 

Guest: Emily Chang  www.social-legacy.com @thespareroom.emilychang

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 #90. ‘No Bullsh*t Leadership’ is topic of this episode, based on the #1 book by Abby’s guest, Chris Hirst. Winner of Business Book of the Year Award 2020 and Financial Times Business Book of the Month, Chris’ approach is based on over a decade of experience as former CEO of agencies Havas Creative and Grey London.  

Chris has written this book to de-mystify leadership so that it is not just for the chosen C-suite elite… He believes anyone can – and should – learn leadership skills, whether they lead 4 people or 40,000. 

In this episode, Chris shares how he defines leadership, the power of culture and the impact of the leader in individual teams. Plus career highs and lows. 

Please note this episode contains explicit language. 

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 

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 -

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

“How are we (marketers) going to tell a true story about climate and our impact on the climate, so that we can change the systems in our lives, so that we tread more resiliently on the earth, and are more proud of what we are doing, and as a byproduct, build better communities with more equity and fairness?"

A question we explore in-depth with the marketing legend, Seth Godin.

It was an absolute pleasure talking to Seth, who really needs no introduction - entrepreneur, writer and one of the world's most famous bloggers and thinkers and more recently, coordinator and champion of 'The Carbon Almanac', a project he describes, "as the most important of his career".

This conversation as you would expect is full of insight, open and honest opinion and one which left us smiling. We talk about his latest project, 'The Carbon Almanac', an incredible book created by 300 people in 41 countries as part of a volunteer based project. “It’s a source of reliable and easily understandable knowledge on climate change…that you can share to create meaningful impact.” We talk about how the project was pulled together and Seth explains, that when it come to climate change, "we need to talk about it before we can do something about, but we can't talk about it if we don't understand it'. And we couldn’t agree more - education and awareness offer the essential spark to ignite action.

You’ll hear us unpack the 'tyranny of convenience' and talk climate shaming as well as delving into culture and community. And, we couldn't have a conversation with Seth without discussing the big question - ‘What is marketing?’

Seth asks some big questions such as "how are we (marketers) going to tell a true story about climate and our impact on the climate, so that we can change the systems in our lives, so that we tread more resiliently on the earth, and are more proud of what we are doing, and as a byproduct, build better communities with more equity and fairness?" And, as marketers, "how do you award status and affiliation to people who are working with you to change the system?" - Mind blown!

There is so much knowledge and wisdom packed into this episode, you just need to go and listen....we know you'll enjoy it as much as we did.

Huge thanks to Seth for his time and insights. Yet again, we learned so much - enjoy listening, tell us what you think - and reflect on what action it’s inspired you to take.

More about The Carbon Almanac Project here - https://thecarbonalmanac.org/ and of course for Seth’s blog and words of wisdom https://www.sethgodin.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 

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.

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.

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

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 

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

Episode #85. Workstyle is the topic in this episode – the revolution of flexible working and the freedom to choose when and where you work. Not only for yourself but how to empower those in your care to be autonomous and work to their full potential.  

To discuss this topic, Abby’s guests are recent Sunday Times Best-sellers Alex Hirst and Lizzie Penny. As well as co-authoring ‘Workstyle: A revolution for wellbeing, productivity and society’ they have put their principles into practice with their agency Hoxby – a purpose-led marketing organisation that attracts global talent and diverse thinking through their flexible workstyle approach. 

In this episode, Alex and Lizzie share their philosophy behind workstyle, the benefits to society and organisations, trust-based culture and how to get started on your workstyle. 

Plus advice for marketers of tomorrow. 

Workstyle: A Revolution for Wellbeing, Productivity and Society (Audio Download): Alex Hirst, Lizzie Penny, Alex Hirst, Lizzie Penny, John Murray: Amazon.co.uk: 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 #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 

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

Episode #83. ‘Purpose for organisations’ is the holistic skill for marketers explored in this episode.

Purpose is the reason for a brand or organisation to exist beyond making money – evoking an emotional response from your consumers, benefitting all of your stakeholders and providing a higher reason or cause to contribute to society as a whole.

Abby’s guest is strategic marketing consultant, author and founder of The Agency of the Future, Paul Skinner. Through his consultancy work and other social ventures such as co-founding Marketing Kind, Paul champions purpose and using marketing as a force for good.

In this episode, Paul discusses purpose for enterprises, which is the focus of his new book – The Purpose Upgrade: Change your business to save the world, change the world to save your business.

Paul shares why purpose is so important to our human nature, the benefit of defining, reviewing and upgrading your purpose and the need for marketers to create meaningful purpose for all stakeholders of your organisation.

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 

This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

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

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 

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.

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 

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

“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.

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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.

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

Mars' Global Digital Marketing Lead, Mohit Arora, tells us how brands can deal with the ever increasing number of tech options and platforms when developing their marketing strategy.

Hear Mohit's two "hacks" for this situation and his views on finding balance and dealing with overwhelm in 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

“The fossil fuel industry is an industry in decline - being outcompeted by better technologies. The narrative we’re fighting against is that solving climate change is a sacrifice. We cannot afford not to have the best marketers around the world world focused on exactly this.”

A truly informative episode where we talk with Zach Stein, Co Founder of The Carbon Collective about the realities of sustainable investment - from a personal perspective.

Zach shares so many insights, backed up with real-world examples. What’s clear is that aligned with changing behaviour, we need to change the ingrained narratives around climate change - namely being, it’s not a sacrifice, but indeed an incredible opportunity - providing exciting opportunity for innovation and doing things differently. “The world isn’t going to up give air conditioning - we need to find ways to still have the lifestyles we have, but in a way that is not threatening to our climate.”

We talk about how when we change the narrative, it can have a dramatic impact. He shares data about the US coal index and how over the period from 2011-2022 it fell 99%. This wasn’t because we stopped using coal – but because the narrative around coal changed. Coal no longer has a long term future – the narrative has switched to coal fundamentally being an industry in decline. Leading to divestment in the fossil fuel industry and investment into smarter technologies.

Of course with profits at an all time high, it’s unlikely any fossil fuel industry isn’t going to continue making hay whilst the sun shines - Zach states that these companies have queues of customers coming out of their offices and all around many blocks. So the key isn’t to try and get the fossil fuel industry to change, which is unlikely to happen - but instead - to get to the people in the queues and make them aware that there is a better way, more financially viable, better for their personal environment, cleaner air etc - and of course, better for the planet.

“As you’re weighing up which personal actions you should take – look at the big pieces of your life, the gears that run your life in the background – the big weighty decisions – green your investments, move your money, move your energy – the good news is, once it’s done, it’s done.”

Latest research from Make your Money Matter reveals that the carbon footprint of FTSE100 pensions is 7 times higher than the total reported emissions of those companies! Yes, that’s right – the emissions financed by company pensions is 7x higher than the emissions produced by those businesses. And with £20BN invested in company pensions annually, as Zach states, instead of being invested in fossil fuels that money could be invested in things like clean technology and renewable energy instead. And that starts with you.

Take action, read more via Make your Money Matter here

Meanwhile, I’m sure you’ll enjoy the podcast, motivating, action focused and filled with lots of practical advice and direction.

More information about The Carbon Collective and Zach Stein 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.

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. 

In a world full of shiny new marketing approaches, Simon Peel - Vice President of Global Media at Haleon - dives into the question: how can brands gain the competitive edge? On the latest episode of the Shiny New Object podcast, he discusses why traditional media thinking is essential for success and provides insight from some of his favourite marketing books. Additionally, Simon offers advice to those starting in their career on simplifying messaging and being "human" with your audience.

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

“Marketers have the largest job of the lives ahead of them. They have got to drive systemic behaviour change and move us collectively from this linear extractive wasteful, entirely unsustainable model of consumption, that our whole economy and economics is currently based on, and move people over to the sustainable circular economy.”

Summarising the conversation we had with Tessa is a bit of a challenge, simply because in such a short space of time, we covered sooooo much.

Food waste is one of the largest problems facing humanity today – the statistics are startling. Globally a third of all food we produce - that’s over a trillion US$ of food is being thrown away every year.  If food waste was a country it would be the 3rd largest source of greenhouse gas emissions.

Clearly the environmental impact is devastating - landmass, manufacturing, packaging, distribution, refridgeration, landfill emitting deadly levels of methan etc etc. But there’s equally a moral and social problem around food waste - particularly at a time where, in the UK, and around the globe we’re in the grips of a cost of living crisis, with families struggling to put food on the table.

Olio is focused on one very specific part of the enormous problem –and for the UK, it’s the largest problem. 50% of food waste in the UK is from food waste in the home, whilst only 2% at retail store level - so there’s much to do about educating people - but also providing people with a simple and effective solution to connect with local people and share and redistribute what would otherwise go to waste. And Olio steps into this role just perfectly.

Tessa shares the latest research from Olio - showcasing that not only do people feel good to know that something has gone on to have a new life or second life with someone else - they also found that sharing creates connection, improving mental health and strengthens local communities. “Taking care of each other and supporting one another is an important part of being human”.

Olio takes the best of tech and melds it with the best of humanity. (And we can personally vouch that it works, as users of the app for a while now - it’s simple and yes you do feel good about getting involved in redistributing ‘stuff’).

And Olio doesn’t just work on a personal level, there’s a B2B component too - working with over 60,000 trained volunteers across the country and local retail stores to redistribute what would become food waste into the local community. It’s a win - win - win.

There’s no doubt that you’ll love this entire conversation - and Tessa’s answers to our timeless 3 questions are GOLD. Our call to action to you is listen and try the app yourself visit https://olioex.com/ it truly is a game changer - (and it’s not just about food - as you’ll hear - you can share and redistribute anything you no longer need).

Huge thanks to Tessa for coming on the show and sharing her wisdom and her important work and impact. Something we can all be a part of. Go do it.

Rescue and redistribute here: https://olioex.com/

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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.

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.

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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.

Episode #93. This episode discusses a technical skill and an area of latest thinking – neuromarketing. 

Neuromarketing is the scientific study of the brain and nervous system (neuroscience) applied to all aspects of marketing in order to better understand human behaviour e.g. buying habits, motivations, emotions, purchasing decisions, product innovation etc. 

Abby’s guest expert is Katie Hart who has studied psychology for over 30 years and recently completed her Masters in Applied Neuroscience. Katie is passionate about making sure the benefits of neuromarketing are accessible to all, working with entrepreneurs, SMEs and charities, as well as leading corporations such as Lloyds and Unilever. 

In this episode Katie shares the latest approaches within neuromarketing and their pros and cons, as well as practical advice on how to get started bringing neuromarketing into your organisation. 

Plus Katie’s career highs and lows. 

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

Guest: Katie Hart MSc | 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 

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

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

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…

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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.

“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

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.

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...

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

“Incremental change isn’t going to work. It's time to move now from shallow small change to systemic change at speed.”

What a way to kick off conversations with marketing pros for 2023 with not one, but three courageous pacesetters leading the way and shaking things up and shining a light on the necessary change required in the advertising industry.

Lisa Merrick Lawless, Rob McFaul and Jonathan Wise, Co-Founders of Purpose Disruptors, an organisation and movement challenging the ad industry to move towards being in service of a thriving future for all.

Diving into latest updates from their advertised emissions research they showcase how in 2019 advertised emissions equated to 186M tonnes and how in 2022, their recent research has seen an 11% increase in advertised emissions in UK… “The more advertising there is, the more sales, the more advertised emissions.”

Findings show that all sectors however, are not equal when it comes to advertised emissions. For example, the automotive industry at only 6% ad spend, actually drives 30% of advertised emissions. Other carbon intensive categories include flying and red meat. The share the idea and radical invitation for the ad industry to come together to ask the government to ban advertising for these carbon intensive industries.

“Can we accept that change requires us to stop things. If the industry can come to terms with that, then we have a great opportunity to let new possibilities come through.”

From our conversation a year ago we revisit progress with regards to their Good Life citizen research and it’s exciting to hear more about their campaign around exploring what 2030 could look like, The Future 2030 campaigns and how they’re exploring business models that require transformational Horizon Three Thinking.

Trust us there is so much wisdom and so many practical insights in this conversation. Far too many to summarise here in the show notes - so our advice is - tune in, you’ll be so glad you did - we guarantee you’ll have questions, feel challenged (in a good way) and be totally inspired to take action.

For more about Purpose Disruptors, their research, meet ups and invitations to get involved visit www.purposedisruptors.org. And for more about The Good Life visit www.goodlife2030.earth

Enjoy and learn… we certainly did .

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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.

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

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

The future of marketing goes beyond channel planning, utilising data and behavioural science to give organisations a competitive edge. According to Jennsen Fung, Executive VP for Digital Marketing at EF Education First, brands need to start integrating science and technology on top of the user growth and acquisition tactics. This will help them start to make more informed and faster decisions.

Listen to how Jennsen proposes to do just that, as well as his top marketing tips, on the latest episode of the 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