The Radical Global Marketing Podcast (Brandigo)

It's episode two of season 2 for The CMO's Guide to China marketing podcast and we've got another entertaining and insightful interview.

Steven was super excited to spend time with Jason Holland, Founding Partner of STUDIO DOHO, a boutique architecture and design agency that has been responsible for some of the most exciting offline brand experiences in China for both international and local organizations.

Jason takes us through his journey from employee to start-up founder and beyond, and offers some of his key learnings for brands and marketers looking to boost their China growth.

You can find out more about STUDIO DOHO by visiting www.studiodoho.com

You can also keep up to date with all of Brandigo’s latest insights and online resources on our website and social media as well:

https://brandigo.com/

https://www.linkedin.com/company/brandigo-global/

It's Episode 3 of Season 2 of the CMO's Guide to China Marketing and it's another fascinating deep dive into China marketing with a leading expert working at the front lines of driving business growth in China.

In this episode, we chat with Kirsten Johnston, the founder, and CEO of JWDK, an innovative and trailblazing brand design firm specializing in cultural and place identity in China. 

JWDK partners with property developers and investors to create great place visions and to tell cultural brand stories that connect people to the places they love. Their clients include international property developers, state-owned developers, investment firms, asset managers, and local governments in China.

Kirsten herself is a hugely experienced and respected design and branding professional and business leader. She set up her design firm in London in 2003 before expanding it to Shanghai and Hong Kong in 2015. Under her leadership, JWDK has won more than 30 international awards for its brand strategy and design work, particularly in the property and place branding sector. Kirsten’s mission is to deliver effective design that has a positive social and economic impact in China.

In addition to her work as CEO & Founder of JWDK, Kirsten sits on the Executive Board for the British Chamber of Commerce Shanghai and is the Chair of its Creative Industries and Marketing Committee. 

You can follow Kirsten via LinkedIn.

Visit the JWDK website to learn more about their work.

Or follow them on Instagram @_jwdk

Don't forget to check out Brandigo's brand new website dedicated to all things China marketing. You can find it at www.brandigochina.com

Join us on LinkedIn

Or follow us on Instagram @brandigo_china

Enjoy the episode!

Theodore O'Mahony is the General Manager of KANVID, an independent studio specializing in photos and videos for eCommerce use, short introductory videos, and bespoke content creation. He has a demonstrated history of working in the creative and e-commerce industries as well as helping teams grow. Over the years, Theodore has developed expertise in account management, SEO, market research, project management, and online content.

In this episode…

Content creation is one of the best ways a company can meet new clients — but it can be different in China. So where can you get the support you need for your content to thrive in that marketplace?

China is a highly developed country, and for international brands, they need marketing experts who understand the unique market. Thanks to KANVID, companies can leverage the power of content to enter the marketplace. They are an in-house visual content studio with cutting-edge technology and video equipment to help companies scale.

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Theodore O'Mahony, General Manager of KANVID, to discuss how they help companies succeed in the Chinese market through content creation. Theodore talks about KANVID’s services, his career journey to China, the early challenges of getting KANVID off the ground, and their ideal clients.

Natalie Lowe is the Founding Partner and CEO of The Orangeblowfish, an award-winning independent creative agency headquartered in Shanghai, China. The Orangeblowfish has been named winner of the Best Branding and Identity in APAC by Provoke Media for three consecutive years.

As Managing Partner, Natalie is responsible for the agency's strategic vision and growth. Over the years, she has developed expertise in providing counsel and creative solutions to brands wanting to expand in APAC, especially in China.

In this episode…

Are you struggling to enter the China market? Have you considered hiring a creative agency that knows the marketplace to help you enter it? 

The Orangeblowfish is an agency based out of Shanghai that helps brands captivate and engage with the audience in China. Learn how they connect creativity with technology to solve business problems in China. 

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Natalie Lowe, Founding Partner and CEO of The Orangeblowfish, to discuss her entrepreneurial journey running a creative agency in China. Natalie talks about The Orangeblowfish and what it does, the core values that hold its team together, the common misconceptions clients have about China, and top tips for brands to thrive in the China market.

Outi Armstrong is the Vice President of Strategic Marketing and Development, as well as an Executive Board Member, for Medicel AG. Her company is a medical technology business, part of Halma plc,  and whose founding purpose was to make eye surgery safer, simpler, and more efficient. Outi has also recently become a Member of the Board of Directors for BioGaia AB.

Outi is a strategic, resourceful, and pragmatic leader who is passionate about building global cross-functional teams to achieve best-in-class performance.

In this episode…

Marketing is the lifeblood of every business. So what are the marketing tips you can learn to help you thrive in an international market? 

Outi Armstrong is an international marketer who has helped multi-billion dollar companies be more profitable through marketing. She advises marketing teams to be customer-centric and results-oriented thinkers. She recommends leveraging strategic marketing, allowing you to focus on your strengths and provide better service and value to your customers. 

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Outi to discuss her journey as an international marketer. Outi talks about her background in international marketing, the transition from B2C to B2B marketing, her experience leading global teams, and the challenges that strategic marketing solves for Medicel.

David van Schaick is the Chief Marketing Office of The Marketing Practice, a global leader in B2B technology marketing. 

He is an enthusiast for B2B marketing as well as marketing strategy. He has previously been a  board member at The Business Marketing Club, a trade organization that aims to improve the profile and practice of B2B marketing. 

As a business leader, David and his colleagues at The Marketing Practice work with best-in-market B2B tech brands.

In this episode…

Are you failing to achieve the growth you want as a tech leader? What do you need to find that success? 

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with David van Schaick, Chief Marketing Office of The Marketing Practice, to discuss how tech leaders can improve their B2B marketing. David shares his professional background in marketing, how The Marketing Practice helps its clients, the challenges and opportunities it faces working with international B2B marketers, and much more.

According to David, the tech industry is rapidly growing. He believes that for a tech company to thrive in this industry, it must know how to differentiate itself in the market. Through careful and strategic marketing, this is possible. He now shares his journey as a B2B technology marketer and how he partners with technology leaders to turbocharge their growth.

James Butler is the Head of Marketing Communications at Epermarket, one of China’s most well-known online shops for international F&B brands. He is a multi-channel marketeer, operational across many projects and platforms. 

Before Epermarket, James was the Operations Manager of Glo London, responsible for developing and supporting a major F&B franchise opportunity in China. His background covers teaching, marketing, and product and business development.

In this episode…

China is a very challenging market to penetrate as an international brand. James Butler recommends partnering with trusted online stores in China that specifically serve expat clientele and locals. This way, they act as an introduction bed for these brands. He shares his marketing journey and how they started a store that provides an international community in China. 

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with James Butler, Head Of Marketing Communications at Epermarket, to discuss how they partner with international F&B brands in China. James talks about his career background in marketing, Epermarket’s business model, the challenges and opportunities it encounters working with international brands, and the future of global marketing communications in China. 

Mike Golden is the Founder and President of Brandigo China, an independent marketing communications agency based in Shanghai, China. As the founder of Brandigo, he has worked with multinational clients over the last 20 years to support their marketing and business growth efforts in China. Before Brandigo, Mike spent five years in Japan working in a marketing department of a Japanese graphic design software company, being fluent in both Chinese and Japanese. He has an MBA from the University of California, Berkeley.

In this episode…

Do you have great products or services as a B2B brand but are struggling to penetrate the Chinese market? The problem might be in the marketing. So what needs to change to thrive in China?

Marketing is fundamental for any business's success. But according to Mike Golden, the Chinese market is different from other countries. It has different digital channels and policies that international B2B brands may not understand. Now he shares how these brands can thrive in China through B2B marketing. 

In today's episode of The Radical Global Marketing Podcast, Chad Franzen of Rise25 sits down with Mike Golden, Founder and President of Brandigo China, to discuss B2B marketing in China. Mike talks about marketing in China and its evolution, tips for success in China, how the pandemic impacted the market, and how Brandigo is helping its clients.

Jordan Audenaert is a Managing Partner of BBC, a Belgium-based creative agency providing B2B services to improve businesses through better communication.

Jordan defines himself as a progressive agency manager, supporting and inspiring his team to take ownership. Jordan has over 30 years of experience as a marketer.

He also devotes his time as President of the E3 International Agency Network, a global network of 26 independent marketing, communication, and branding agencies.

In this episode…

It’s a great time for marketing with innovative tools such as AI, helping creatives work more efficiently. Still, there needs to be a human point of view to make connections between the buyer and the business. 

That’s why executive leader Jordan Audenaert tries to hire a diverse group of talent. His mission is to create a culture of like-minded people working together, having different cultural perspectives which creates refreshing marketing. Find out why this strategic move works in his agency’s favor.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Jordan Audenaert, Managing Partner at BBC, to discuss his leadership role in marketing. Jordan shares his biggest influences in the industry, why he values diversity, and his outlook on the future of marketing.

Brad Olson is the Vice President of Two Rivers Marketing, a fully integrated B2B marketing agency. Two Rivers Marketing is home to more than 140 challenge seekers and efficient problem solvers, B2B marketing specialists who know the business inside and out. Brad has also held the roles of Executive Director and Account Leader in the company. He has 25 years as a marketing executive, experienced in growing, serving, supporting, and developing Two Rivers Marketing’s associates.

In this episode…

Are you facing complex sales challenges as a B2B company? The cause of this issue is likely marketing. So what needs to be done to improve your marketing and achieve results? 

Many B2B brands have good products or services but struggle with getting new clients and maintaining existing customers. Brad Olson recommends partnering with agencies — professionals who understand the industry and implement creative, market-driven strategies that drive results for you. 

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Brad Olson, Vice President of Two Rivers Marketing, to discuss B2B marketing tips. Brad shares his background in marketing, the challenges of international marketing, and how to overcome them. He also discusses his role at Two Rivers Marketing and the agency's values and key successes

Joanna Hutchins is a Fractional CMO at JKH Consultancy, an independent consultancy working with B2B and B2C businesses to drive growth. She is a global marketing and business executive with brand management experience combined with an entrepreneurial drive. Before JKH Consultancy, Joanna was the Global CEO of Cowan and is a current Adjunct Professor at Duke Kunshan University. 

Joanna is also the author of Chinafy: Why China Is Leading The World In Innovation And How The Rest Of The World Can Catch Up, where she shares her insights on disruptive growth in China.

In this episode…

Do you have a good brand with great products? How can you get noticed, liked, and chosen by local and international customers?

Marketing is fundamental to the success of a business. Don't be among the entrepreneurs that allow a brand with a promising future to collapse because of inefficient marketing. Being an international marketer for years, Joanna Hutchins has encountered many challenges, giving her the experience to create custom marketing solutions. She now shares how she helps entrepreneurs drive growth. 

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Joanna Hutchins, a Fractional CMO at JKH Consultancy, to discuss marketing tips to help you grow. Joanna shares her journey as a marketing professional, how to overcome the challenges of international marketing, her role as a fractional Chief Marketing Officer, and her book Chinafy.

Lacey Li is the Head of Marketing APAC at Screening Eagle Technologies, a company with a mission to protect the built world with software, sensors, and data. 

Lacey has been a B2B marketer in international companies for over 16 years. Before Screening Eagle, she was Head of PMO for Marketing and Communications at Oerlikon. She has a BA from Guilin University of Technology and an MBA from ISC Paris.

In this episode…

Marketing is fundamental for the success of any business. So what can you learn from an expert B2B marketer who has been in the game for over 16 years? 

Marketing is not only about creating awareness of your brand or product, but it's also understanding your customers' needs. It's even worse when it comes to global marketing because you deal with different languages, cultures, and government policies. 

Listen to The Radical Global Marketing Podcast as Steven Proud sits down with Lacey Li, Head of Marketing APAC of Screening Eagle Technologies, to discuss tips for better marketing. Lacey talks about her journey and experience as a marketing professional, the challenges of being an international marketer, Screening Eagle Technologies and her role in the company, and marketing in the APAC region.

Louise Morgan is the founder of Technical Marketing & PR (TMPR), a specialist agency delivering marketing and public relations campaigns that support sales strategies for businesses in the construction, engineering, and built environment industries.

Louise has a wealth of experience in B2B marketing and communications, building lasting, long-term relationships with the clients and partners she works with, and has an infectious enthusiasm for both the businesses she represents and the industries they operate in.

In this episode...

The importance of storytelling and strong messaging is just as important for traditional B2B sectors such as construction, engineering, and manufacturing, as it is for any other. Marketing and PR play a key role in how businesses in these sectors differentiate themselves and create a competitive advantage.

Louise also highlights the significance of working with partners who not only understand your business but also have the vision to develop marketing and communications activities that underpin your sales strategy and objectives.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Louise Morgan, Owner and Consultant of Technical Marketing & PR (TMPR), to discuss tips for driving businesses forward through technical marketing and PR. Louise shares her journey as a marketer building TMPR, the niches it works with, the challenges it faces, and customer success stories.

Orit Oz is the founder and CEO of Oz Global B2B, a full-service specialist B2B agency headquartered in Israel.

Originally established as Oz Branding, Orit and her talented team have spent the last 20 years promoting Israeli industry in the global marketplace – working closely with their clients to create world-class brands across multiple sectors.

The Oz Global B2B team has pushed boundaries to become a leading, full-service global B2B agency in one of the world’s top export economies, helping clients tell unique brand stories that authentically reflect their business.

In this episode:

Orit talks about the inspiration for founding Oz Global B2B and the lessons she learned from her time working in-house that have shaped her company's vision and values.

She highlights how the business ecosystem in Israel and its position as a top global export nation provides unique challenges and opportunities for Israeli brands.

She also discusses her day-to-day role as a business leader and touches on some of the issues pertinent to modern marketing and agency leadership.

Orit discusses the future of B2B marketing for her business, looking at opportunities from businesses based outside Israel, and how technology is shaping where marketing can go.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Orit Oz, founder, and CEO of Oz Global B2B, to discuss how her experiences at the start of her career have shaped the vision and values of her business, the unique opportunities and challenges Israeli businesses face in the global corporate ecosystem, and some of the issues the marketing world needs to get to grips with to move forward.

Malin Cunningham is the founder and Managing Director of Hattrick, an exciting and successful  UK-based B2B content marketing agency that has a particular focus on supporting businesses around sustainability issues.

Malin herself is also a passionate sustainability and positive climate change commentator, coach, and speaker, reflected in the values of her business which has recently achieved certified B Corp Status, and as demonstrated by the Net Zero Masterclass, accredited seminars that Hattrick provides to sales and marketing teams around the world.

In this episode:

Malin talks about her earlier career and pathway to becoming a successful agency founder and leader.

She discusses her passion for sustainability and positive climate change issues and how that shapes the values and mission of her business, and the work it produces for its clients.

Malin gives some insight into the Net Zero Masterclass sessions and how focusing on positive action and messaging is helping businesses talk about sustainability with authenticity, cutting through the 'green wash'.

Malin also talks about her vision for the future, both for the company, her team, and for marketing and communications in general, and the influence it can have on sustainability moving forward.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Malin Cunningham, founder, and Managing Director of Hattrick. They talk about Malin's journey as a successful marketer and agency leader, as well as Malin and her businesses' values and mission regarding sustainability messaging and its importance for the future.

Robert Heldt is the CEO and co-founder of Custom Media KK, an award-winning, bilingual, full-service B2B marketing agency based in Tokyo, Japan. As an agency, Robert and his team are adept at developing effective marketing solutions that blend data and creativity with both local and international expertise, helping their clients bridge the gap between Japan and the world.

As an experienced marketing leader, academic, and commentator, Robert has helped global brands from around the world enter and expand their Japan business. He is a firm believer in the power of story-telling, a digital pioneer (recently launching the award-winning www.GoConnect.jp platform that supports foreigners in Japan and maximizing their experience there), a strategic thinker, and a regular board member, mentor, and advisor for several organizations supporting businesses and the marketing industry as a whole in Japan.

In this episode:

Robert talks about his marketing career background and his journey to becoming a business founder and leader in Japan.

How his earlier career in global hospitality helped him develop some of the essential skills required to be an effective international marketer.

Robert talks about some of the unique challenges international business leaders need to navigate in order to grow in Japan.

He offers insight into some of the unique characteristics of effective marketing campaigns in Japan and the steps international brands need to take to succeed there.

He shares his thoughts on the future of marketing in Japan and the rest of the world.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Robert Heldt, founder, and CEO of Custom Media. They talk about Robert’s early career in international business and marketing and how that shaped him as a business and marketing leader today, as well as some of the unique challenges for global brands deploying successful marketing in Japan.

Thomas Catulli is the CEO of SPS Marketing, an exciting full-service digital agency based in Linz, Austria, and Stuttgart, Germany, from where it services clients from all over the world.

SPS Marketing describes itself as a team of reformers, transformers, and performers who implement extraordinary ideas and campaigns for their clients with passion and creativity. And from our experience working with Thomas and his team, that certainly holds true.

Thomas started his career with Deutsche Telekom and has had success growing marketing businesses such as Adverserve, where he led the push towards a more programmatic approach to digital marketing, before joining SPS. He is an inspirational digital strategist and business leader.

In this episode:

Thomas talks about his start in marketing working for Deutsche Telekom, and the people who influenced him and helped shape the marketer he has become. 

He notes how working through a period of considerable transformation for large organizations has helped him get an appreciation for how his clients work and some of the challenges they themselves face.

He talks about working at the forefront of the evolution of digital marketing and his push to take on some of the bigger networks working with global brands.

Thomas talks about how digitalization and technology is impacting on team structures and our ways of working, and how it impacts on the growth strategy of modern marketing agencies.

He offers his thoughts on some of the challenges and opportunities the world faces from the onset of AI.

In this episode, Steven speaks with Thomas Catulli, CEO of SPS Marketing. They talk about Thomas's varied background in digital marketing, starting his career working client-side for Deutsche Telekom, and his journey as an international digital marketing leader and innovator.

Adam Selwyn is Executive Vice-President Creative and Strategy Director for M Booth.

M Booth is a creative, integrated communications agency, headquartered in New York City, that produces award-winning culturally competent campaigns that change the perceptions of key stakeholders and the behavior of consumers.

Adam himself personifies how this drive for creativity in marketing and communications runs throughout the agency he represents. His passion for how creativity in marketing can be led by PR and comms specialists, away from the traditional ad creative departments is inspiring.

In this episode: 

Adam talks about creativity in PR and communications and how specialists in these fields have an opportunity to push the creativity agenda for clients or the organizations they work for.

He discusses influencer marketing as, in his opinion, it is meant to be, creating authentic spokespeople and advocates who genuinely love the brands they partner with.

He talks about some of the localization challenges US agencies face when working with international brands targeting the US market.

Adam highlights that the purpose of creative communications is to change a consumer’s reasons for believing in a brand, into reasons to care.

Doris Gong is Head of Brand Marketing & Communication Asia for Volvo Construction Equipment.

Doris has developed a very successful career to date, working with large global brands including Michelin and Johnson Controls. She now leads her team at Volvo Construction Equipment through an exciting period of innovation and sustainability positioning, at which her brand is very much at the industry forefront.

In this episode:

Doris talks about her unique career journey to marketing leadership in China for international brands.

She discusses her personal enthusiasm for marketing technology and how this has impacted on her work, her team, and their marketing success.

Doris takes great pride in her team’s development and highlights how, as a manager and leader, seeing her team and colleagues grow and develop themselves is her ultimate reward. 

She concludes that new emerging technologies are hugely important for marketing and marketing professionals, but notes how the fundamental, human skills, should never be overlooked nor underestimated.

Doris highlights Volvo Construction Equipment is the official equipment sponsor of the upcoming FIA World Rally-Cross of China in Hong Kong and how Volvo Construction Equipment products are being used to build this exciting hybrid street track.

Andy Yen, Global Partner Marketing Director for ServiceNow.

Andy is very much a results-driven, collaborative marketing leader with 16 years of experience building and scaling global marketing teams and campaigns. He has previously had senior product marketing roles with ShareBird, Oracle, and SAP, and holds an MBA from the University of California, Berkeley Haas School of Business.

ServiceNow is a cloud-based platform that helps companies manage digital workflows and productivity. 

In this episode:

Andy talks about his journey to marketing from sales and business development for technology companies and how this has influenced his approach to marketing and marketing leadership.

He discussed how he keeps his work and ideas fresh with his manta “When you feel comfortable it’s time to change.”

From a strategy and campaign development point of view, Andy talks about how he and his team seek to build their marketing personas around the employee journey and the ‘moments that really matter.”

Andy discusses some of the challenges and opportunities he faces in his partner marketing role.

Finally, he offers some great advice to young marketers at the beginning of their careers. Namely to get out into the wider business and to build advocates for your work from outside your team.

Andy gives a shout-out to Daniel Cheng, founder and CEO of Metric Design Studio, and the work he and his team does.

James Killoran is the Head of Strategy at The Mission Control, an international, award-winning creative agency that is producing brilliant work for the global life science and healthcare sectors.

Headquartered in Northern Ireland, The Mission Control specializes in brand development and communication that engages with people, moving away from the “hard sales pitch” and demonstrating an understanding of the problems people have and being able to answer the hard questions. In simple terms, prioritizing the conversation over the sale, and building relationships.

In this episode:

James talks about his career journey as a creative marketer and we spent some time discussing how growing up in Northern Ireland, before moving to London and then the US has shaped both himself as a creative and his career in marketing.

He talks about the challenges and opportunities that come from focusing on the healthcare and life science sector, often breaking new ground for products that are new and unique developments. 

James shares his passion for creativity and how the vision and values that have shaped The Mission Control are all part of the strategy to drive his agency forward.

We talk about some of the latest innovations in marketing technology, but James stresses the need for the human element to continue to be a central pillar of marketing creative.

Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance.

With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today’s episode. He also discusses how marketing strategy fits within his company’s broader business objectives.

Kemin is a human and animal nutrition product and service provider, and Tanweer’s business, Kemin Nutrisurance, is a global leader in pet food and rendering technologies.

In this episode:

Tanweer talks us through his journey as a marketing professional and how is background in veterinary science and the Indian military, as well as in sales, have positively shaped him as a business and marketing leader and influenced his career to date.

Focusing on his own sector, Tanweer talks about the increasing challenges around market segmentation, and indeed sub-segmentation, and the importance of well-defined messaging.

He talks about emerging growth markets for pet ownership as well as the impact that the COVID pandemic had on the serious problem of pet abandonment.

Tanweer talks about the importance of ‘thinking big’ when it comes to international marketing as well as maintaining stability within the marketing team, while at the same time being agile and responsive.

He talks about how some of the marketing world’s most prominent academic literature continues to influence him, including Positioning: The Battle for Your Mind by Al Ries and Jack Trout, as well as The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart.

Tanweer discusses some of the latest innovations in content marketing and how AI can improve our understanding of personas.

Matt Field is the Chief Marketing Officer for Aventum Group.

Matt has had a fascinating journey from sales to marketing professional and business leadership with an obvious talent, and passion for his brand and the work he and his team do to help drive the business forward. The strategy he has developed and led is really helping Aventum stand out from the competition in its space.

Aventum Group is a global reinsurance business group that operates in both the underwriting and broking sectors of the industry. The company currently operates in 15 locations around the world, constantly seeking to nurture and grow relationships, design, develop, and launch unparalleled specialist schemes and facilities, and constantly seeking to make insurance better.

In this episode: 

Matt talks about how he started his career in sales and how successful business growth provided the opportunity to take a risk and pivot to marketing.

He offers insight into how Aventum Group has grown a hugely talented internal marketing including in-house specialists and creative, and the positive impact this has had on the business.

Matt discusses the importance of business growth without sacrificing company culture, something that has become a USP for the Aventum Brand. He also talks about how robust and engaging internal comms is imperative to achieving this.

He takes us through the rebranding process his company underwent, and how adopting an ‘explorer’ archetype has provided a marketing step change and the opportunity to be a disruptive force in the sector.

Finally, Matt gives a shout-out to Oliver Bearman, an emerging young motorsport talent on the Formula 2 circuit that is supported by Aventum Group.

Ciaran Connolly is the founder of Profile Tree, an award-winning digital agency based in Northern Ireland that helps its clients identify and implement effective online strategies.

The Profile Tree team covers all aspects of digital marketing including sleek website design, SEO, impactful content marketing, and e-commerce advice. They now work with over 200 businesses of all sizes, helping them to compete online.

Ciaran himself is a digital pioneer, starting out in his marketing career helping retail businesses get to grips with the digital revolution and onset of online shopping. He and his team have produced a vast amount of insightful content across their website and YouTube channel which you can access here. Profile Tree also hosts monthly LinkedIn learning sessions.

In this episode:

Ciaran takes us through his career journey from retail operations to agency founder and leader.

He discusses the challenges small businesses face in grasping the digital opportunity.

 Ciaran talks about the benefits of having Profile Tree’s own web channels established and active as a way of showing clients real-time metrics and results.

Bessie Lee & Peter Bomer are the authors of the recently published China Inside Out, a fantastic new book inspired by Bessie’s hugely popular podcast, Beiwanglu, as well as both Bessie and Peter’s decades of experience leading successful businesses in China.

Bessie is the founder of Withinlink a China-based start-up incubator and early-stage venture fund focused on Chinese digital and marketing technology. She has held several prominent leadership roles including CEO of Mindshare, and Greater China CEO at WPP. She is also the co-founder of the Mobile Marketing Association in China.

Peter is a serial entrepreneur, business advisor, investor, writer, and China hand which began with his leadership role as part of the Diago and their China re-launch. 

He launched his first China start-up in 2007, a hugely successful Chinese-language radio broadcaster covering 14 provinces, and has gone on to launch a string of China-based businesses in addition to helping global brands into market.

In this episode:

We talk about the inspiration for writing China Inside Out: China’s Innovators in Their Own Words, originating from Bessie’s Chinese-language podcast, Beiwanglu. Originally focused on marketing, it evolved to discuss themes around innovation, and requests for translated transcripts grew. 

Peter and Bessie discuss some of the challenges and mistakes international brands typically get wrong and why they can struggle in China.

We talk about the Chinese approach to problem-solving and how successful teams operate in China. This includes the speed at which they identify problems and test solutions.

Kay Geithner is Managing Director of APM Terminals Crane & Engineering Services.

Kay is a hugely experienced, dynamic, and innovative international business leader, working in a fascinating sector, and is currently spearheading an exciting period of marketing strategy development and positioning. 

For this special episode of the Radical Global Marketing Podcast, we get a very unique client-side viewpoint.

In this episode:

Kay takes us through his background in engineering working in international teams in Europe and Asia.

He discusses some of the big trends and challenges facing his industry, including managing capacity, manufacturing in China, and developing suppliers, and pays particular attention to the electrification of his industry and what that means for suppliers.

We talk about some of the latest technology being utilized in crane design and maintenance, including virtual and augmented reality.

Kay discusses how his business’ current marketing and brand positioning drive has been inspired by recent progress and successful projects delivered. There are fantastic stories that aren’t currently being told.

We look at the comparison between Western and Chinese B2B marketing within the terminals industry and how there is an opportunity for disruption.

Kay is also an active member of the European Chamber of Commerce in Shanghai. Regularly participating in panel sessions and workshops. You can find out more about their work here.

Susie Lee-Kilgariff is the Group Head of Marketing for Stellarmann and William Alexander, both part of the Wellcombe Group. Stellarmann is a consulting business that helps companies develop highly skilled teams and deliver successful technology and change programmes. William Alexander is a recruitment agency.

Susie herself is a hugely passionate, driven, and successful marketing leader with a unique career journey. She has a wealth of experience working both agency and client side, as well as running her own consultancy.

She is an advocate for the power and importance of data analytics and measurement and has led teams in award-winning rebrands, tone of voice development, and campaign effectiveness.

In this episode:

Susie talks us through her marketing career journey, her unique vocational career path, and what sparked her passion for marketing.

We discuss some of the innovative and creative rebrand projects she has executed and talk about the importance of tone of voice. Susie references Nick Parker, a tone of voice specialist who has developed the hugely effective Voicebox methodology and toolkit.

As part of a discussion on marketing personalization and the challenges around data acquisition and management coupled with target audience attention, Susie advocates for a focus on inbound leads and providing smaller, better quality data pools for sales teams. Steven and Susie reference a previous campaign Susie led developed by UPP B2B.

Susie discusses some of her career inspirations, including the work of Adrian Rowe of Rec C.

Sylvia Zanetti is the Managing Director and Lead Strategist for Stratitude, a strategic integrated marketing agency headquartered in South Africa that is part of the PLP Group. Sylvia leads her award-winning team in campaigns that focus on enabling their clients to build rewarding relationships with their target audiences.

Sylvia leads her award-winning team with an infectious passion and enthusiasm, which is also clearly evident in her other role as a member of the EMEA board for AMIN, and an international network of independent agencies that supports partnerships and collaboration.

Previously, Sylvia has had the role of Head of Commercial for PLP Group, and as Client Services Director for Magna Carter, a South African reputation management consultancy. 

In this episode:

We discuss the value of agency professionals spending time client side and how this can help develop a greater understanding of the corporate side of the relationship.

Sylvia chats about the challenges and opportunities of working in Africa. We talk about some of the unique characteristics of successful marketing in the region. Sylvia cites the example of the importance of informal networks and community groups in South African marketing strategy.

We talk through the constant balancing act of channel identification, messaging, and localization that all international marketers manage on a daily basis and the importance of quality research in maintaining a successful balance.

We also discuss how marketing is becoming increasingly borderless. Sylvia uses her own example of her agency in South Africa working for a Danish client on a campaign in Nigeria.

Finally, we discuss the advantages of fully integrated agencies for clients, including how not having multiple specialist agencies competing for budget and client resources can maximize value and return on investment.

Adam Clark is the Director of Integrated Marketing, Asia for Hasbro, one of the largest toy and game manufacturers in the world. 
 

Based in Hong Kong for over 10 years, Adam is an incredibly experienced marketer with a unique background. 
 

He has previously been part of Accenture working on significant marketing operations projects, project managing CRM implementations, and process design initiatives, as well as gaining brand management experience with Nestle USA before making the move to Asia.

In this episode

Adam talks about his early career at Accenture working on significant marketing operations projects and CRM implementations, and the valuable experience this helped him gain in process design.

He talks about his move into brand marketing with Nestle USA, learning essential campaign planning, budget management and marketing promotion skills, before shifting focus to Nesquik and building digital campaigns, as well as partnering with agencies.

After relocating to Asia and working with Cathay Pacific on a significant CRM project, Adam shares his experience working for Hasbro in Asia and describes some of the territory variations, such as channels, e-commerce platforms, and messaging strategies that international marketers need to understand to be successful in the region.

Adam shares some of his thoughts on what a successful agency partner looks like.

Finally, he offers his opinion on some of the key issues marketers face in the future including the challenges digital marketers face from an increasingly cookie-less ecosystem.

Cheryl Caudill is the Vice President of Global Marketing Communications for Greif, a leading supplier of industrial packaging products. 

In this episode, she shares her extensive marketing experience, including how her journey in marketing began with a major in journalism and advertising. 

In this episode:

Cheryl emphasizes the evolution of marketing over the years, particularly due to the COVID-19 pandemic, which forced companies to embrace digital strategies, tech talks, webinars, and other digital marketing initiatives. She highlights the increasing importance of AI and chatbots in the sales funnel, facilitating quicker customer interactions and engagement.

Cheryl also acknowledges the significance of mentorship in her career. She expresses her pride in her team's accomplishments, particularly their successful management of a massive event at Interpack in Dusseldorf, Germany.

Regarding B2B marketing, Cheryl emphasizes the value of trade shows and exhibitions in fostering personal connections. She shares her excitement about Greif's upcoming 150th anniversary and its plans for celebrating this milestone.

Cheryl also touches on the challenges and opportunities of marketing in a B2B context, where the focus is on customer service and execution. She emphasizes that even in industries that may not seem inherently exciting, success comes from delivering on promises and executing marketing tactics effectively.

Sean O'Brien is a seasoned marketing and communications professional with a rich background in both B2C and B2B sectors. Sean currently holds the position of Global Head of Marketing and Communication at Mott Corporation, a company specializing in precision filtration technologies. 

With a career spanning various industries, including sporting goods, safety equipment, and technology innovation, Sean brings a wealth of experience to his role. His journey began in the realm of sporting goods, working with brands like New Balance, and evolved through significant roles at Honeywell and Stanley Black & Decker, before joining Mott Corporation.

In this episode...

Sean's approach to marketing is distinguished by his ability to blend B2C storytelling techniques with B2B marketing strategies, a methodology he's passionately applied across different industries. This unique approach has enabled him to rejuvenate and enhance brand and product strategies, making complex, technical products more relatable and engaging to a broader audience. Sean emphasizes the importance of storytelling and brand building in creating compelling marketing narratives that resonate with both consumers and business clients.

In his current role at Mott Corporation, Sean is involved in multi-channel marketing strategies, including digital marketing, live events, and the development of a customer enablement platform. This platform is designed as an interactive tool to showcase the company's technologies in various applications, enhancing customer engagement and sales processes. 

Sean's efforts aim to amplify Mott Corporation's visibility globally and solidify its position in key industries like green hydrogen production, healthcare, and semiconductors. A significant part of Sean's strategy involves account-based marketing (ABM), targeting and personalizing marketing efforts for major Fortune 100 companies. This approach focuses on delivering tailored messages and solutions to potential clients within these organizations, highlighting Mott Corporation's capabilities and success stories. The objective is to penetrate these large companies more deeply by addressing specific needs and projects, thereby fostering closer partnerships and driving sales.

Lastly, Sean touches on the evolving landscape of marketing, emphasizing the critical role of AI in enhancing marketing strategies without overshadowing the need for personalized, human-centric content. He advocates for a balance between leveraging AI for efficiency and maintaining authentic, engaging storytelling that connects with the audience on a personal level. Through his leadership and innovative approaches, Sean continues to drive Mott Corporation's marketing forward, adapting to the changing market dynamics and embracing new technologies to stay competitive.

Andy Smith is the founder and CEO of StrategiQ.

Andy is a hugely driven and insightful marketer with an interesting professional background and journey to becoming the founder and leader of an award-winning agency.

Throughout the conversation, Andy comes across as a logical and analytical thinker with an obvious enthusiasm and vision. He speaks with a lot of objectivity and clearly values accountability within the working environment he has created.

StrategiQ is a UK-based, strategy-first marketing agency founded in 2013. Andy and his team offer clients a truly personalized experience based on their ability to uncover valuable insights and competitor-beating opportunities, defining, and delivering impactful marketing strategies.

In this episode:

Andy chats about his background in retail and sales and the corporate grounding he developed during his early career. His introduction to marketing and advertising sales came from the 12 years he spent at Yellow Pages, the majority of which was working face-to-face with businesses of all sizes.

He talks about maintaining a passion for business challenges, a belief in robust business planning, and developing marketing strategies and tactics that are directly aligned with the business plan.

We discuss leadership in an agency environment and how Andy interprets his role as CEO. We also look at the career progression of his team and the importance of providing opportunities for growth and leadership.

Andy highlights the importance of achieving a balance between brand, technology, and customer experience, and how this has influenced how StrategiQ positions itself as a business.

Dave Koerner is an award-winning marketing leader with a background in international business development and building revenue-based marketing teams. 

He has traveled to 50 US states and 53 countries, and his natural habitat consists of early to mid-stage tech companies or challenger brands.

Dave is the VP of Global Marketing at 75F -- the global market leader in building automation. The company is based in Minneapolis, backed by Bill Gates, and uses smart sensors and wireless controls to create an energy autopilot for commercial building HVAC. 

In this episode:

We delve into Dave’s unique journey through entrepreneurship, sales, and his pivotal role in marketing, particularly at 75F, a company at the forefront of building automation technology. 

Dave narrates his "three miracles" journey, beginning with a childhood passion for entrepreneurship that stood out in his family, transitioning into a successful sales career where he leveraged his experiences to excel in non-traditional environments, and finally venturing into the marketing world. At 75F, he focuses on innovative strategies for promoting energy efficiency and comfort in buildings through smart technology, despite being a challenger brand in a market dominated by skepticism towards climate change and green technologies.

Throughout the conversation, Dave discusses the challenges and strategies of marketing in the B2B sector, emphasizing the importance of being local, leveraging asymmetry against bigger competitors, and the creative utilization of video content and events to differentiate 75F. He stresses the significance of sales enablement, supporting sales teams, and the need for marketing strategies that are not just unique, but also directly counter what large competitors are doing. Dave also touches on the future of marketing, highlighting the critical need for authenticity and trust in an era where consumer skepticism is increasingly prevalent.

Dave’s insights into marketing and business development are deep and varied, offering several key takeaways for marketers and business leaders:

• The importance of empathy in understanding the challenges faced by CEOs, founders, and sales teams.
• The strategic advantage of being a challenger brand through localization, asymmetry, and innovative marketing channels.
• The crucial role of trust and authenticity in building a successful brand amidst growing consumer skepticism.
• The need for businesses to adapt and innovate in response to emerging technologies and changing consumer expectations.

His emphasis on authenticity, innovation, and strategic differentiation offers a roadmap for building impactful, trusted brands in an increasingly skeptical world.

Nandini is an intrapreneurial Marketer and a collaborative leader with over a decade of experience in Marketing Fortune-500 brands within consumer goods, retail, and e-commerce. 

She is a global marketer having worked across Asia, Europe, and North America, and has a track record of delivering strong business performance on legacy and turnaround brands. What fires her up is having an impact on consumers’ lives, businesses, and society at large. She is a bold & brave leader, who holds the performance bar high but also leads with empathy. 

She is currently the Global Marketing Director for Smirnoff with Diageo North America. Nandini.  A strong advocate of the importance of leadership in marketing, she is also one of the peer mentors in the Marketing Leadership Masterclass with Thomas Barta & Syl Saller.  

In this episode:

Nandini's career reflects a deep commitment to the impactful blend of the art and science of marketing, emphasizing creativity and precision to influence consumer behavior positively. Nandini's journey showcases her ability to adapt to various market conditions and regulations, particularly noting the challenges and learning experiences from restrictive marketing environments like India.

In discussing marketing strategies, Nandini highlights the importance of local adaptation while maintaining a consistent global brand purpose, especially for global brands like Smirnoff. She explains how different markets necessitate unique communication strategies and how digital channels have become increasingly central in marketing across various regions. Nandini points out the significance of understanding local nuances to effectively engage consumers through appropriate channels, whether it be digital, print, or experiential marketing.

Nandini also delves into the role of agencies in creating brand-specific content, stressing the collaborative efforts between global and local teams to ensure brand consistency and relevance. She expresses enthusiasm for the evolving landscape of marketing, which increasingly integrates technology and data to enhance creativity and efficiency. Nandini's approach underscores a commitment to storytelling and emotional connection, essential for building strong, enduring brand relationships with consumers.

Here are some key marketing tips shared by Nandini:

• Emphasize both the art and science of marketing to create impactful consumer interactions.
• Adapt global brand strategies to accommodate local market nuances.
• Leverage digital and traditional media effectively to communicate brand ethos and offerings.
• Collaborate closely with agencies to ensure creative consistency and adaptability across markets.
• Utilize data and technology to improve marketing efficiency and effectiveness while maintaining a strong focus on storytelling and emotional engagement.

Kelley Valone is a seasoned marketing professional with extensive experience in demand generation, SaaS, and various marketing strategies. 

She is the Director of Global Marketing at Prove, where she oversees demand generation strategies and marketing operations.

In this episode:

Kelley discusses her career and touches on many facets of B2B marketing. Some takeaways:

• Demand Generation Evolution: Marketing professionals should recognize the evolving nature of demand generation, which now encompasses not just lead acquisition but also pipeline acceleration and customer upselling.
• Importance of ABM and Field Marketing: Account-Based Marketing (ABM) and field marketing are crucial for targeting and engaging specific customer segments effectively, especially in competitive markets.
• Brand Building alongside Demand Capture: Successful marketing strategies balance brand building with demand capture to enhance brand recognition and credibility, leading to better engagement and conversion rates.
• Customer Journey Integration: Marketing efforts should integrate seamlessly across the customer journey, from lead acquisition to customer retention, emphasizing cross-selling and upselling.
• Utilizing Digital Tools for Personalization: Adoption of digital tools that enable personalized customer interactions and streamline processes (e.g., Geo Targeting) is essential for modern marketing strategies.
• Leveraging AI and Technology: Incorporating AI and advanced technologies into marketing strategies can help understand consumer behavior, predict market trends, and personalize customer interactions, keeping companies competitive.
• Strategic Customer Engagement: During the COVID-19 pandemic, innovative virtual events and targeted engagement strategies proved effective in connecting with key decision-makers, highlighting the importance of adaptability in marketing tactics.

Dave Beveridge is Project Director for Chaos, a provider of 3D and rendering solutions for architects, engineers, visual artists and media/entertainment companies. For his role, Dave is responsible for new commercial initiatives, largely centered on GTM.

Prior to joining Chaos, Dave was the Director of Global Strategic Marketing at Deutsche Börse subsidiary SimCorp A/S, a provider of IT solutions to large investment management institutions worldwide.  With teams in the UK, US and Asia, Dave’s mandate was to leverage data and insight to target the right personas with resonant messaging through their preferred channels. Dave’s teams describe him as a caring, driven leader with a passion for data-driven B2B Marketing and whose favourite question is “how will this help us win more deals?”. 

A native of Canada based in Copenhagen, Denmark, Dave’s career and leadership journeys have gone through companies such as Microsoft, SimCorp and Lyreco. Dave has presented/delivered workshops in over 20 countries/four continents and hopes to add more to the list.

In this episode:

Dave emphasizes the importance of adapting marketing strategies to meet the evolving demands of the industry and highlights his strategic shift from product-focused to client-centric approaches throughout his career.

Dave delves into the nuances of creating effective marketing strategies in a B2B environment. He advocates for a thought leadership approach that positions a company as both knowledgeable and influential within its sector. This method not only attracts clients but also retains them by continuously providing valuable insights and solutions that address their specific needs. Dave’s experience underscores the necessity of leveraging data and insights to fine-tune marketing efforts, ensuring they are both effective and resonant with the target audience.

Throughout the podcast, Dave also reflects on the challenges and adjustments required when navigating corporate changes, such as mergers and acquisitions. He shares personal anecdotes and professional experiences that illustrate the critical nature of adaptability in leadership roles within the marketing sphere. His global perspective, enriched by working in various countries, provides him with a unique viewpoint on how to effectively manage and implement marketing strategies across different cultural and organizational landscapes.

Business and Marketing Pointers

• Emphasizing Client-centric Marketing: Transitioning from a focus on products to addressing client needs and industry insights.
• Thought Leadership: Positioning the company as knowledgeable and insightful within the industry to attract and retain clients.
• Importance of Industry Specific Marketing: Tailoring marketing strategies to cater to specific industries for more effective messaging.
• Leveraging Data and Insights: Using data to understand market dynamics and consumer behavior to guide marketing efforts.
• Adaptability in Roles: Demonstrating flexibility and resilience by adapting to various significant roles within organizations.
• Global Perspective: Gained from working in multiple countries and understanding diverse market dynamics.
• Navigating Corporate Changes: Adapting to organizational shifts, especially after mergers or acquisitions.

Elad Hefetz is the CEO at Airfleet. Elad loves everything tech and marketing. With more than 10 years researching technologies and innovation and 7 years in marketing, he leverages tech to support marketing, and uses marketing to explain the tech.

Airfleet focuses on creating and optimizing websites for tech B2B with a buyer journey that makes sense and generates revenue.

In this episode:

Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts.

He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path.

The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods.

Key business tips highlighted in the discussion include:

• Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys.
• Emphasizing the importance of understanding and adapting to the non-linear buyer's journey.
• Advocating for open access to informational content to facilitate customer education and engagement.
• Leveraging technology to identify and target specific customer personas effectively.
• Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility.

Bianca Blake and Prashant Mahajan are the co-founders of Klickrr.

Klickrr is a cloud-based communications platform that provides an easy-to-use, ‘done for you’ service, helping businesses send compliant text messages that cut through the clutter and connect with their customers. It is designed to help startups and mid-sized businesses enhance their revenue, make it predictable, and scale efficiently.

Bianca, who now holds the role of CEO, is a hugely experienced marketer with a rich professional background, including 15 years of global marketing experience in various sectors including pharmaceutical, consumer healthcare, and FMCG.

Prashant, who now acts as Klickrr’s CTO, designed and built the Klickrr platform from the ground up, serving over 100 businesses, government agencies, non-profits, and SMEs, sending millions of SMS messages since its inception.

In this episode:

• Bianca and Prashant share their professional and entrepreneurial journey as co-founders of Klickrr.
• They discuss the key role that SMS can still play in the successful marketing and communications strategy of businesses of all sizes.
• They offer tips on how a business can set themselves up for success in advance of launching their own SMS marketing channel.
• Both talk about the own challenges behind the brand development and marketing of the Kilckrr business itself and their plans for future growth as business leaders.

In this episode of the Radical Global Marketing Podcast, Mike interviews Natalia Pamich, a global marketer with a wealth of experience from brands like Revlon, PepsiCo, and L’Oreal, who’s now embarking on an entrepreneurial journey with her own skincare line. Natalia shares insights from her international upbringing and career, covering the essentials of adapting to diverse markets, mastering sales to understand consumer behavior, and building brands that resonate globally. She also dives into the latest marketing trends, from influencer strategies to the transformative potential of AI, offering listeners fresh perspectives on what it takes to succeed in today’s fast-evolving landscape.

Key Insights from Natalia:

1. Embrace Cultural Awareness
   Natalia’s global upbringing taught her to connect with diverse people and perspectives—a crucial skill for any marketer today! Her advice? Embrace cultural nuances to resonate more deeply with your audience.
2. Start in Sales for Real-World Insight
   Before diving into marketing, Natalia got firsthand experience in retail sales, learning what truly drives customers’ decisions. For aspiring marketers, she suggests this as an invaluable way to understand buyer behavior.
3. Foundation First, Adapt Second
   Switching from beauty to food and beverages? For Natalia, it was all about adapting core marketing principles to each new category. The fundamentals of marketing don’t change, so focus on mastering them before fine-tuning to specific markets.
4. Innovate as an Indie
   Natalia is now launching her own skincare brand, bringing an indie, challenger mentality to a competitive field. She highlights the importance of rethinking traditional approaches and crafting a brand that feels authentic and disruptive.
5. Digital Dominance and DTC
   With digital at the heart of her strategy, Natalia will launch her skincare line direct-to-consumer. DTC gives brands full control over messaging, pricing, and customer experience—a must for any emerging brand.
6. Influencers & AI: Marketing Trends to Watch
   Influencers remain essential, but Natalia notes the rise of micro- and nano-influencers, making brand alignment more precise. She also predicts AI and VR will shape marketing, though regulatory and ethical questions abound.
7. Conquer Fear in Entrepreneurship
   Shifting from corporate to entrepreneurship, Natalia shared the importance of pushing past fear. Acknowledging doubt is normal, but letting go of fear opens doors to fresh ideas and rewarding challenges.

Marketing academic and serial entrepreneur, Terence Tam is the founder and CEO of Radical Marketing, a specialist marketing agency that helps top-tier coaches and professional expert speakers scale their businesses through webinar, seminar, and lead-gen marketing.

Before moving to the corporate side of marketing, Terence was a lecturer, tutor, and researcher at Griffith University in Australia, where he specialized in internet marketing.

Based in Borneo, Terence shares his experience as a marketer, marketing academic, and business owner. In this episode, he discusses:

1. The Radical Approach to Marketing: Terence Tam shared the innovative strategies Radical Marketing uses to help coaches and speakers scale their businesses, including the unique "blitzvertising" methodology for testing and refining marketing campaigns.
2. Navigating Industry Challenges: Insights on overcoming heightened competition and audience skepticism in the coaching and seminar marketing space, with an emphasis on clear differentiation and credibility.
3. Pivoting During COVID: How Radical Marketing successfully transitioned from seminar-focused strategies to webinars during the pandemic, highlighting adaptability and long-term growth.
4. Personal Branding & Niche Marketing: Terence stressed the importance of distinctive personal branding and targeting niche audiences for greater impact and resonance in a crowded market.
5. Future Plans & Scaling Challenges: The agency's aspirations to explore new industries like dental marketing while maintaining its customized approach to the coaching sector, and the ongoing challenge of reducing reliance on founder-driven strategies.

Daniel Edward Rosen is the founder of DER Strategies, an exciting new content marketing consultancy launched earlier this year. Prior to founding DER Strategies, Daniel spent 9 years as Editorial Director for SJR, a leading content consultancy and part of WPP.

Daniel has led strategy, editorial direction, account management, and content creation for several Fortune 500 companies in the tech and finance spaces. As a hugely experienced writer, editor, and journalist, Daniel's writing has appeared in Esquire, The New York Times, and New York Magazine, among others.

DER Strategies is a content consultancy that works with brands, creative agencies, corporate newsrooms, and C-level executives across a broad range of industries to help them craft messaging and stories that resonate with their audiences.

In this episode:

• The Journalism Foundation: Dan reflects on his time as a journalist covering New York City’s vibrant and complex landscape. He explains how the rigor of hard journalism laid the groundwork for developing high-quality branded content.
• Shifting to Marketing: We explore the challenges Dan faced transitioning from journalism to content marketing, including the evolving relationship between marketing and communications teams.
• Training for Content Strategy: Dan highlights lessons learned from his hard news days and how they informed his approach to branded content and thought leadership. He shares his work with Fannie Mae—explaining how thought leadership helped rebuild trust post-financial crisis.
• The Value of Content Audits: Dan discusses the importance of profiling target audiences and conducting thorough content audits. He shares how working closely with sales teams provides invaluable, unfiltered customer insights.
• Founding DER Strategies: We dive into what inspired Dan to establish his consultancy and get his thoughts on the evolving future of branded content.

Finally, shout-outs to:

Sarah Parada – Fanie Mae

Alex Jutkowitz – Founder of SJR

Matthew Van Dusen, Gabe Gold and Mitch Stoller – Literate AI 

Steve Hirsch and Evan Leatherwood – Hirsch Leatherwood

We are beyond excited to bring you the very first episode of The CMO's Guide to China Marketing.

To kick this series off, Mike and Steven discuss some of the latest news stories and trends in China marketing, before taking you on a practical deep dive into the ubiquitous China app, WeChat.

If you are an international CMO with an eye on the China market or thinking about how best to launch your brand in China, The CMO's Guide to China Marketing is the podcast for you.

It's episode 2 of the newly launched CMO's Guide to China Marketing, produced by Brandigo. 

Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing.

In this episode, the guys discuss new regulations for Chinese influencer marketing, the future of Douyin/TikTok, as well as how useful Covid-19 related messaging is to brands. They then take a detailed look at China insight research and how it can be the difference between a good and a great China marketing strategy. 

It's Episode 3 of The CMO's Guide to China Marketing podcast!

Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing.

This time out Mike and Steven take a long look at localization and what it means for any China marketing strategy, finishing with their top 6 'need to knows' for international CMOs and marketing managers.

Also in this episode, Cinnamon Corgi makes another guest appearance when he clearly disputes Mike's opinion, and Steven finds out that he's been mispronouncing the 'H' in 'HQ" all these years.

Mike and Steven are back with a slightly different format for episode 4 of The CMO's Guide to China Marketing this month. As it's January and a fresh start for a new year, the guys offer up their predictions for trends and developments that all international marketers need to keep up to date with for China marketing in 2021. 

They chat in-depth about:

• Agile marketing in China
• Brand fusion
• The China digital landscape
• China Trade exhibitions in 2021

If you think they missed anything, let us know! 

It's episode 5 of the CMO's Guide to China Marketing!

Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing. And this month the guys discuss the importance of good crisis communications planning for China.

This month's China Dumplings news bites include Chinese regulators clamping down on illegal pricing strategies for China e-commerce platforms and why all those CNY social media posts might not be getting the engagement that they used to.

We also find out why Steven was locked in a storeroom with a BBC film crew for hours and how Mike inadvertently sparked a riot in Beijing.

Enjoy!

It's episode 6 of The CMO's Guide to China Marketing and this time Mike and Steven have put together a special agency focussed episode due to popular demand!

Agency friends and partners around the world have fed back that they'd like us to cover a few useful pieces of insight that can help them work with their clients and provide guidance on China marketing strategy and effective China marketing. So with decades of agency experience between them, and a big chunk of it China-based, that's exactly what the guys have done.

Some of their points of discussion for this episode include:

• The mistake many companies make by treating China marketing as an afterthought.
• The challenge of evaluating successful China marketing campaigns.
• Retaining flexibility in your strategy to cope with the dynamic environment.

If there is anything you'd like us to cover in the future, we would love to hear from you. In the meantime, enjoy the podcast!

We’re back!

After a short break, we are delighted to bring you season 2 of The CMO’s Guide to China Marketing Podcast.

 And for our second season we are going with a slightly different format. Throughout season 1, Mike and Steven took a deep dive into all the major aspects of China marketing that international marketers and CMOs should be aware of. For season 2, we are excited to bring you a series of interviews with some of China’s leading international marketers, business leaders, and entrepreneurs, and get their perspective and insight into real-world businesses and campaigns. They will share how the tips and tricks we shared in season 1 are put into practice, and we’ll also probably hear a few war stories along the way as well.

To kick things off we are setting the bar pretty high. We were delighted to be joined by Josh Gardner, CEO, and Co-Founder of Kung Fu Data and Commerce. Josh is hugely experienced in helping brands successfully grow their business in China and is a really entertaining speaker as well.

Enjoy the show and don’t forget to follow Kung Fu Data, and Josh himself, on their social media via the links below:

https://www.kungfudata.com/

https://www.linkedin.com/company/kung-fu-data/

https://www.linkedin.com/in/joshagardner/

You can also keep up to date with all of Brandigo’s latest insights and online resources on our website and social media as well:

https://brandigo.com/

https://www.linkedin.com/company/brandigo-global/