Beyond the Brand - the Sampl podcast (Matt Huntly and Adam Wright)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly speak with Lottie Unwin, founder and CEO of Up Collective, which includes Upworld, Up Talent, and Brand Hackers. Lottie is a marketer, community builder, and champion of entrepreneurial talent.

She shares how she built a 1,000+ marketing community, what she's learned leading a remote-first team, and why communication strategy, not channels, is the real secret to brand growth.

From lessons in leadership to the power of building in public, this episode is packed with honest insights and practical advice for anyone in marketing today.

Key takeaways

▶ Community building doesn't have to scale fast to be impactful—start small and focus on meaningful connection▶ Being visible as a leader (e.g. posting on LinkedIn daily) can open doors and attract aligned talent▶ Clarity on your unfair advantage is key—identify it and double down▶ Leadership isn't about knowing everything▶ Flexible working requires maturity and high trust on both sides to work well

Why listen▶ Learn how Lottie built a career by following energy, not a rigid plan▶ Hear real-life challenges and wins from growing a remote team past 20 employees▶ Get practical advice for becoming a more strategic marketer▶ Understand why leadership, not technical skills, is what moves your career forward

Links & resources▶ Lottie Unwin on LinkedIn▶ Upworld▶ Up Talent▶ Brand Hackers▶ The Marketing Hustle podcast

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In this episode of Beyond the Brand, Adam Wright speaks with Giovanni Pupo, a seasoned digital marketing leader with experience across both agencies and client-side.

Gio led e-commerce for Lipton across Europe for a number of years before leaving to dedicate full time to teaching, keynote speaking, and content creation.

He shares insights on navigating a marketing career, the evolving role of AI, the importance of media skills, and why marketers need to balance creativity with data-driven decision-making.

Key takeaways

▶ Marketing is shifting from ‘mad men’ to ‘math men’ – Creativity still matters, but data and analytics now drive decision-making.
▶ AI isn’t replacing marketers, but it’s raising the bar – Junior marketers must develop critical thinking skills to avoid being outpaced by automation.
▶ Public speaking and relationship-building are future-proof skills – Communicating ideas and connecting with people will remain valuable despite technological advancements.
▶ Side hustles are a fast track to real-world learning – Testing ideas with your own money builds a deeper understanding of marketing and business growth.
▶ Successful marketers don’t fear numbers – Even the most creative roles require a solid grasp of media buying, performance metrics, and ROI.

Why listen

▶ Gain insider knowledge from someone who’s worked at top agencies, led global e-commerce strategies, and now teaches the next generation of marketers.
▶ Learn how AI is shaping marketing roles and what skills will help future-proof your career.
▶ Discover why side projects and freelancing can accelerate your learning and career progression.
▶ Get an honest take on what it’s really like to move between agency, client, and entrepreneurial marketing roles.

Links & resources

▶ Gio Pupo’s website – https://giopupo.com/
▶ A Glass of Marketing podcast – YouTube
▶ Connect with Gio on LinkedIn – linkedin.com/in/giopupo

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sameer Amin, Vice President of Data-Driven Marketing and Media at Reckitt.

Sameer shares how he helped Reckitt transition from a TV-first media strategy to a data-driven, digital-first approach. He explains the importance of moving beyond reach to focus on relevance, improving digital ROI, and implementing a responsible first-party data strategy.

The conversation also dives into the role of AI in marketing, showing how automation is reshaping campaign execution and decision-making.

Key takeaways:

▶ Reckitt’s shift from TV-first to digital-first – Why relying on traditional media wasn’t enough and how data-driven marketing transformed performance.
▶ Fixing digital ROI – How Reckitt uncovered inefficiencies in early digital investments and optimised spend for better results.
▶ Quality over quantity in first-party data – The real value of first-party data isn’t in volume but in its ability to improve marketing effectiveness.
▶ AI and marketing automation – How Reckitt uses AI to streamline reporting, optimise media spending, and free up teams for strategic work.
▶ Balancing global strategies with local execution – How Reckitt creates scalable frameworks allowing market-specific adaptations.

Why listen:

▶ Discover how a global FMCG leader transformed its media buying strategy to maximise digital ROI.
▶ Get insights on building a smarter, more ethical first-party data strategy.
▶ Learn how AI is changing marketing workflows and campaign execution.
▶ Understand the challenges of implementing global strategies in diverse local markets.

Links & resources:

▶ Connect with Sameer Amin on LinkedIn: here
▶ Learn more about Reckitt: here
▶ Explore Reckitt’s responsible consumer data principles: here

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In this debut episode of Beyond the Brand, Adam Wright and Matt Huntly are joined by Paul Stafford, Head of Retail Media at A.S. Watson, to explore the fast-growing world of retail media.

Paul and his team have launched Optimo, Superdrug’s new retail media network—a huge feat in an increasingly competitive space.

They discuss the opportunities and challenges of building a media platform inside a major retailer, how brands can tap into first-party data for performance marketing, and why retail media is here to stay. If you're in brand marketing, e-commerce, or digital media, this episode is packed with insights to help you stay ahead.

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Brought to you by Sampl (Sampltech.com). We run precision product sampling that puts your product in the hands of real buyers. Trusted by over 250 of the world's biggest brands.

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Key takeaways

▶ Retail media is a dual opportunity – it generates revenue for retailers while helping brands grow
▶ Brands must rethink their approach – successful retail media strategies require more than just a conversion mindset
▶ Data is the differentiator – leveraging first-party data gives brands an edge in an increasingly privacy-first world
▶ Collaboration is key – integrating retail media into broader marketing strategies yields the best results
▶ Retail media networks are evolving fast – brands, retailers, and agencies need to move quickly to stay competitive

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Why listen

▶ First-hand insights from an industry leader building retail media from the ground up
▶ Real-world strategies for brands looking to maximize retail media investments
▶ Actionable takeaways for using first-party data, CRM, and behavioural insights to drive success
▶ Future predictions on where retail media is headed and how brands can adapt

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Links & resources

▶ Connect with Paul Stafford on LinkedIn
▶ Learn more about Optimo and Superdrug’s retail media network – Email: optimo@uk.aswatson.com
▶ Explore Sampl and how digital sampling fuels brand growth Visit SamplTech.com

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In this episode of Beyond the Brand, hosts Adam Wright and Matt Huntly sit down with Gerry D’Angelo, former VP of Global Media at Procter & Gamble.

With over 30 years in the media industry, including leadership roles at Samsung, Mondelez, and Sky, Gerry shares his insights on how media buying, agency relationships, and brand building have evolved.

From his early career in agencies to overseeing one of the largest media budgets in the world, Gerry reflects on key career moments, the role of serendipity, and the challenges brands face in an AI-driven marketing landscape.

Key takeaways:

▶ The evolution of media buying: how brands have shifted their approach over the last two decades
▶ The changing role of agencies in an era of automation and self-service platforms
▶ Why first-party data is more critical than ever for brands—and how to protect it
▶ The balance between brand-building and performance marketing in a digital-first world
▶ How AI is reshaping advertising and the risk of ‘vanilla creativity’

Why listen:

▶ Gain a behind-the-scenes look at how one of the world’s biggest advertisers managed its media strategy
▶ Learn how to navigate agency relationships in an increasingly automated industry
▶ Understand the importance of first-party data and clean rooms in future-proofing marketing efforts
▶ Get expert insights on how AI is impacting media, advertising, and creative effectiveness

Links & resources:

▶ Connect with Gerry D’Angelo on LinkedIn
▶ Learn more about Procter & Gamble: www.pg.com
▶ Check out the Global Alliance for Responsible Media: www.garmalliance.org

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