Explorez tous les épisodes du podcast The Marketing Society podcast

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

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

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

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

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

Guest: Lauren Spearman | LinkedIn

This episode is sponsored by House of Performance 

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

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

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

News and events: 

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

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

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

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

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

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

Our host - The Marketing Society Member Ruth Fittock

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

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

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

You can read the key takeaways on this think piece too

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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.

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

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

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

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

Guest: Dom Dwight | LinkedIn

This episode is sponsored by House of Performance 

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

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

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

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

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

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

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

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

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

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

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

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

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About us…

We help Marketers save the planet. 🌍

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

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

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

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

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

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

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

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

Highlights include:

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

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

A note from THINK EQUAL

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

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

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

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

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

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

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

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

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

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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.

“When it comes to including sustainability in events - we’re finding the focus on sustainability is increasingly part of the client brief.”

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

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

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

• What you need to consider when planning and running an event
• How sustainability is now included on the majority of briefs
• How events are part of your scope 3 emissions so need to be part of your standards
• How to be proactive and not reactive
• Getting creative and doing things differently in a way that brings new life to your events for your organisation and, your audience.

For more information about ECO3 and From Now - visit https://from-now.com/

And to connect with Matilde via LinkedIn - she’s here

Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

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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.

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

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. 

Listen to our intimate Under The Spotlight event - The Sir Martin Sorrell Sundowner Session in Cannes recorded at an exclusive event around the Cannes Lions Festival of Creativity in June 2024. Join us for an insightful conversation between The Marketing Society CEO, Sophie Devonshire, with one of the most influential titans in our industry, Sir Martin Sorrell.

Renowned for his remarkable journey as a brave leader and visionary, we’ll get personal and unique insights into Sir Martin’s perspectives including his thoughts around the state of creativity today, the disruptions we need to plan for, what today's CMO needs to thrive (and survive), and how to prepare for the challenges of tomorrow.

And of course, what keeps him going...

Thanks to Media.Monks for making this happen.

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

“There's something like 7.5 million data centers around the world now, and most of them are still powered by coal and gas. One of the easiest things you can do is move your hosting.”

Welcome back to the second part in our mini-series on ‘greening your marketing activities’ and this episode we explored smarter, greener websites with Sepas Seraj, Founder of Pixeled Eggs.

With the amount of activity that takes place online today purpose-driven digital is a must, and it’s not difficult, in fact, it’s super efficient, usable and can dramatically improve your organisations’ performance - (giving it a ‘digital edge’ as Sepas refers to it) - whilst simultaneously supporting your sustainability agendas now and into the future. 

There is a staggering amount of waste when it comes to websites and many of them are woefully inefficient, yet we can start to make changes immediately, improving performance and reducing negative impact. Sepas shares tools, resources and practical advice in abundance, we can’t recommend this episode enough.

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

• The impact of digital
• Understanding the opportunities to optimise your website
• Green hosting, videos, images, page weights and variable fonts
• Ways you can make your website greener, more efficient and improve its performance
• The need for more conversations between design teams, developers, Marketers and sustainability teams
• Sustainability driving improved performance time and time again
• Best practice, tools and resources

For more information about Pixeled Eggs - visit https://www.pixeledeggs.com/

And to connect with Sepas via LinkedIn - he’s here https://www.linkedin.com/in/sepasseraj/

Another great episode… and still more to follow in this greening your marketing channels mini-series - so stay tuned.

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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.

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.

Hosted out of the UAE, The Sustainability Squad was created to drive change around ESG. Our mission is to place The Marketing Society at the heart of the sustainability conversation.

Episode 6

In episode 6 of the Marketing Society’s Sustainability Squad podcast series the hear from Abdul Rahim Osman (15 years of experience in business and marketing in the financial services industry) and Tricia Weener (Global CMO, Sustainability Leader and Coach) as they explore how marketers can drive positive change and plan for long-term sustainable growth.

The purpose of the podcast is to educate and inspire the marcomms community to drive change around sustainability and ESG, build case studies of great work marketeers have done in the region around ESG and demonstrate real life problem solving and creativity to influence stakeholder groups around better ESG principles.

The aim of the series is to empower the wider marcomms community to drive change in their organisations.

The series produced by Podcast Now, will cover topics such as: Sustainability and ESG Literacy, Creativity and Storytelling, Behavioural Science and case studies from leading marketeers in the region.

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.

This month, THINK EQUAL Project Director, Leanne Foy met Lucy d’Abo, workplace culture expert, entrepreneur and public speaker.

Together, Leanne and Lucy explore workplace culture, defining important questions, such as; what is workplace culture? Why is it important? And, how can business leaders cultivate a positive workplace culture?

 In this episode, Lucy gives real examples from her past and current businesses sharing what it takes to build, manage and perform in the business world with culture at the core. Taking it one step further, this episode's key theme is unconscious bias and the impact it has on workplace culture. We deep dive into how unconscious bias manifests in organisations, how to spot it and why business leaders need to prioritise people, purpose and culture.

 Highlights include:

• The connection between a positive workplace Culture business growth
• Tangible actions business leaders can do to cultivate a great workplace culture
• Why unconscious bias could be holding your team back from reaching their true potential

This episode is packed with insights and advice to take your organisational culture to the next level. We hope you enjoy it!

A note from THINK EQUAL

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

Every other breath you take comes from the ocean …

How much thought do you give to the products you use to clean your home? We recently took a metaphorical deep dive with Amanda Horn into her love of the ocean as part of World Ocean Day and Ocean Week (in Canada), and how important the ocean and water is to our lives. Following our chat with Amanda, we then we explored toxic free circularity with Paul Arellano Foulkes.

In this episode, we continue the theme of caring for our oceans, speaking with Adam Parker over at OceanSaver, a brand on an incredible mission to “save Ocean life from the plastic pollution and harmful chemicals in 28 billion plastic cleaning products created every year.”

OceanSaver make plastic-free, plant based cleaning products, and as customers, we can vouch for how good they are!

Adam talks about the big picture, how the ocean itself is drowning from overfishing, plastic pollution and harmful chemicals. We discuss the need for solutions and products which do less / no harm and the need and role for us (Marketers), especially those working in the FMCG space, to think about the responsibilities we have and the stories we tell.

Adam shares his experience, the approach they take at OceanSaver and the journey they are on to keep making ecofriendly cleaning products accessible, affordable and a no brainer choice for consumers. They also donate 1% of profit for ocean conversation!

We love how innovative, creative and vibrant OceanSaver is, so be sure to tune in and, get them on your shopping list, you won’t be disappointed. Kind to wallet and the ocean - and very effective.

Tune in to hear us talk with Adam about:

• How we need to reconnect people with the ocean and keep educating folks on how incredibly important it is to us
• How to make better product choices more accessible
• Working with the grain of human psychology and behaviour
• Letting people on auto pilot make more sustainable choices
• Showing that sustainable choices are affordable and that people are looking for them
• The critical role of retailers
• What Marketers can be doing to support the business case for change

For more information about Oceansaver - visit https://www.ocean-saver.com

View their latest, fun and informative ad - meet Gareth… and enjoy the sea shanty

And to connect with Adam via LinkedIn - it’s here…

Another great episode… enjoy.

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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 #129. Understanding grief is the topic of this episode, an area of personal understanding to support ourselves but also others in our care that may be experiencing grief. 

*Trigger warning: This episode contains discussion around bereavement and loss of a child. 

A complex and personal process, grief is the intense feeling of loss of someone or something which can manifest physically, mentally and emotionally.   

Abby’s guest is Lucy Hudson, Managing Director of McCann Birmingham which is part of McCann Central, the UK’s largest marketing communications integrated agency. Lucy is a WACL Talent Award Winner, mentor and founding member of The Margot Collective, McCann World group’s first female-led consulting collective.  

After losing her daughter Poppy to a brain tumour, Lucy is dedicated to talking and writing about the effects of grief, particularly in the workplace. 

In this episode, Lucy shares her definition of grief and how it becomes a part of you, the impact bereavement has in the workplace, companies making admin and return to work easier, ‘pre-grief’ and understanding all the elements of loss (finance, identity, career, your own health). Plus practical advice for employers to support colleagues.  

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

Guest:  Lucy Hudson | LinkedIn

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

This month, THINK EQUAL Project Director,Leanne Foy met Laura Naylor, Dubai 92 radio host, MC and public speaker.

What is it about public speaking that so many of us find so intimidating? Why do women feel less confident than their male counterparts when it comes to public speaking? If conference speaking, panel moderating or stage presenting fills you with butterflies, this episode is for you.

 Laura shares how a shift in mindset could be the key to feeling powerful and positive on stage. Her tried and tested techniques have helped friends and peers embrace speaking opportunities.  

In this episode, we explore how perfectionism and fear may be the reason why many women decline speaker opportunities, and why it’s these women we so desperately want on stage. With many corporate event stages lacking diversity, this is a call to female leaders to take to the stage and a call for businesses to support their female talent in this area.

Highlights include:

• How to develop a confident mindset when presenting
• The traits of confident public speakers
• Why self belief, authenticity and preparation are your public speaking superpowers

Laura’s passion and energy are contagious.

It's a wonderful listen, we hope you enjoy it!

A note from THINK EQUAL

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

Degrowth equals greater profits – and big disruptions are coming…

In this episode we got to talk to the brilliant Paul Folkes Arellano about circularity, and not just circularity, but toxic free circularity. Paul shares his knowledge, insights and experience in a space which plays a significant role in sustainability, business and societal behaviours.

Paul share with us how he got into the toxic free circularity space, and shares so many examples of organisations who are doing great things with circularity, and also how collaboration and partnerships are critical to building the business case and turning circularity into meaningful business solutions that can scale.

We talked about the need for Marketers to get involved, to get to grips with and understand their product lifecycle assessments by spending time with their R&D teams, and as Paul says it, “sticking your hands in the compost”. A critical part that brings with it a wealth of stories.

Paul also talks about degrowth and the fact that degrowth equals greater profits. Circularity drives efficiencies, greater loyalty, less waste and, there is also huge amounts of capital to be gained from waste. This episode left us feeling uplifted and full of motivation and confirmed, once again, why we are such big advocates for circularity.

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

• The circular economy and toxic free circularity.
• The opportunities and the business case for circularity.
• Why Marketers should be spending time in R&D labs to truly understand their products
• The great work being done in circularity and why full product life cycle assessments are imperative for marketers to be part of.
• The need for more good stories to be shared.
• The future of sustainability and circularity and long-term planning.

For more information about Paul’s work visit Circuthon Consulting.

And follow his insights and great conversations via LinkedIn too.

A great episode… enjoy.

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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 #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 

This episode is the third in our series on entrepreneurial thinking, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. 

In this episode The Marketing Society member Ruth Fittock speaks to Head of Clubhouses at Virgin Atlantic, Rami El-Dahshan about one of those principles specifically- customer obsession. 

We dive into Virgin Atlantic's customer-centric approach and how they deliver personalized experiences in their luxurious lounges and on board their flights. Rami, our guest from Virgin Atlantic, shares how the leadership team, including the CEO, regularly works shifts in the lounges to gain a deep understanding of the customer experience.

Discover how Virgin Atlantic empowers their staff to build meaningful relationships with customers and provide exceptional, tailored service without following a strict script. Learn about the company's investment in staff development and their unique culture that encourages employees to be themselves.

We explore Virgin Atlantic's differentiation strategy, focusing on providing a luxurious experience with fresh, seasonal menus and an emphasis on the provenance of ingredients. Rami also discusses the airline's commitment to incorporating sustainable practices and providing customers with tangible examples of their brand values in action.

Gain insights into Virgin Atlantic's highly loyal customer base and how they foster strong relationships by responding to feedback and engaging in dialogue. Finally, we discuss the company's approach to partnering with innovative, up-and-coming brands to stay ahead of trends and enhance their offerings.

Whether you're in the airline industry, hospitality, or any customer-facing business, this episode is packed with valuable lessons on delivering exceptional personalized experiences, empowering staff, and building strong customer relationships. Tune in now and learn from Virgin Atlantic's customer-centric success story!

Our Host: Ruth Fittock

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

Our Guest: Rami El-Dahshan, Head of Clubhouses at Virgin Atlantic

Head of Lounges at Virgin Atlantic for the last three years. Previously head of UK sales for Virgin and a variety of commercial roles at British Airways.

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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.

Episode #127. The Burnout Miniseries ep4 – We’re continuing our focus on burnout and how together, we can raise awareness to prevent it and support each other in our challenging yet rewarding marketing profession. 

Abby’s guest is Senior Reporter for Marketing Week, Molly Innes. Molly has been researching burnout for the past two years having written many articles about it and is passionate about marketers’ careers, ways of working and recruitment. 

In this episode, Molly shares how she began highlighting burnout, factors that her research identified can led to burnout, being ‘addicted’ to high performance and recognition, stories of unhealthy culture and burnout effecting women. 

Plus her advice for marketers of tomorrow. 

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

Guest:  Molly Innes | LinkedIn

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

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…

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 

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...

Episode #125. The Burnout Miniseries ep2 – Continuing our focus on burnout, this episode discusses the experience of a high-achieving marketer who went through burnout and their reflections on preventing it again - for themselves and others in the future. 

Abby’s guest is Alan Trice, an experienced and passionate senior marketer, having held Head of and Director-level roles within retail, entertainment, sports, lifestyle and fashion organisations such as Puma, Diesel, Coach, IMG, Screwfix and Clarks. Alan currently holds a NED position at the prestigious Mount Kelly school and is a Marketing Society member.  

In this episode, Alan shares his analogy of burnout, his experience of how burnout manifested, the lead up over 18months, spotting the signs and how he looks after his wellbeing to prevent in the future. 

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

Guest:  Alan Trice | LinkedIn

This episode is sponsored by Tracksuit 

This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

Visit gotracksuit.com to start your always-on brand tracking journey. 

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

On this episode of the Shiny New Object Podcast, Chobani's Brett Richardson discusses leveraging retailer data sources like Kroger's Stratum to gain audience insights and inform targeted campaigns. He also explores the growth of retail media, especially in off-site advertising, and how CPG brands can partner with retailers to reach valuable shopper segments.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

Episode #124. The Burnout Miniseries ep1 – Understanding burnout through a scientific lens is the focus of this episode, shining a light on the signs of burnout and how it physically and mentally manifests, as we see a rise in unsustainable stress amongst our profession. 

Burnout is a topic that Abby is passionate about addressing and a fundamental part of burnout prevention is linked to the ‘personal understanding’ pillar or the whole marketer philosophy – the greater we know and understand ourselves, the better we can spot the signs in ourselves and others when we’re starting to burnout. 

Discussing the science behind burnout is Abby’s guest expert Dr Fiona Crichton, VP of behavioural science at Groov, the workplace science platform on a mission to help 100 million people feel and perform better. 

In this episode, Dr Fiona shares her definition of true burnout, measuring burnout through cortisol, predictors of burnout, 5 Bs for burnout prevention, burnout vs depression and how leaders can support teams. 

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

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

Guest: Dr Fiona Crichton | LinkedIn

This episode is sponsored by Tracksuit 

This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

Visit gotracksuit.com to start your always-on brand tracking journey. 

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

We’re only consciously aware of 0.0004% of everything around us at once…read that again!

Fake news, real news, social media, pickup artists. With all the messages we see and decisions we make every day, have you ever thought about how we are constantly being nudged towards one thing or another? In this episode we explore behavioural science with Patrick Fagan and whilst all communications are design to influence and manipulate in some way, how can we (marketers / communicators) use skill, creativity and influence for good?

When it comes to marketing, our role is to understand needs and desires, tune in to what people want and then talk to them about how our products and services benefit them, meeting those needs and desires and helping them to feel a particular way to purchase or engage. But, as we’ve talked about many times on our podcast series, we need to rethink the role of marketing, we need to evolve our stories, drive awareness, educate, shape new behaviours and get people to care enough to want to make different choices, or change behaviours. There is SO much for Marketers to take away from this conversation with Patrick - from frameworks, steps and examples to connecting the dots. It’s a must listen. Tune in as we talk to Patrick about:

• The nuances of language and how they are ordered
• Nudge theory and Cialdini's 6 Principles of Influence
• Types of nudges - the most used and the most powerful
• What we can do as communicators to change behaviours through choice architecture
• Fear messaging
• Creating campaigns which cut through the noise
• Finding out about brain’s ‘memory bouncer’

For more information about Patrick Fagan, the books he’s written, and the work he does - you can follow him on LinkedIn or visit https://www.patrickfagan.co.uk/

Enjoy…

The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.

Today's guest is Anneliese Mesilati, Head of Brand Activation and Sponsorships, Americas at UBS, the private banking group and wealth management business.

We talk about the brand's extensive sport portfolio and its role within the marketing of the company, which includes the Mercedes Formula One team.

Last year, UBS took over Credit Suisse Bank, posing the question as to the future of many big name contracts with sports stars, teams and tournaments, including Roger Federer and the Swiss National Football Team.

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

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

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

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

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

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

Our entire back catalogue of 300 sports business conversations are available free of charge here.

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

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

This episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint. 

Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand. 

About Ruth

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

About Kerttu

Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.

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

On the latest Shiny New Object podcast, we explore how data-driven B2B marketers can quantify both the tangible financial impact of marketing as well as intangible brand growth through the lens of return on marketing investment. Mikko Vesterinent, Senior Manager, Digital & Data-Driven Marketing at Valmet, advocates understanding customer needs through networking and behavioural science to inform strategic and tactical measurement.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

Episode #123. This episode is leadership skill on empowerment – a fundamental pillar of the Whole Marketer approach in order to create a wave of successful and fulfilled marketers. 

Adopting empowerment as a leadership style means building the belief and confidence in the marketers in your care; giving them the clarity, control and confidence to make decisions independently, so they can contribute to and achieve goals. 

Abby’s guest expert is Ellie Norman, a trailblazing marketing leader and Chief Communication Officer at Manchester United. Prior to this, Ellie’s roles included Virgin Media and Formula 1, where she was part of the exec team who grew it’s fanbase and share price. She is also NED at The Marketing Society and a Marketing Academy Fellow. 

In this episode, Ellie shares her definition of empowerment, clear communications for your team, her reflections on her own leadership style, coaching skills, benefits of empowerment and how to set the culture in a new role. 

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

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

Guest:  Ellie (Tory) Norman | LinkedIn

This episode is sponsored by Tracksuit 

This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working? 

Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics. 

Visit gotracksuit.com to start your always-on brand tracking journey. 

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

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

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 

Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them. 

Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy. 

In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.  

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

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

Guest:  Richard Shotton | LinkedIn

This episode is sponsored by Stickybeak 

It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

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

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

Driving radio listeners to digital content is easy if you understand their drivers. For Idil Cakim, Senior Vice President, Research and Insights at Audacy, Inc., the key to doing so was combining creative and analytics with the unique sonic elements of her business.

Tune in to the latest Shiny New Object Podcast to hear about audio and digital marketing and get Idil's top data driven marketing tips.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

Episode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader. 

Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.  

Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including Diesel, Levi’s, Activision, W&K and Saatchi & Saatchi. As founder of The Boom, Scott works with ambitious leaders who want to create impact with pace with his Unblock, Unlock and Unleash approach to create movement and “business unusual”. 

In this episode, Scott shares his definition of impactful leadership, positive disruption, boom and bust mindset, leadership fundamentals and barriers that prevent impactful leadership. Plus his career highs and lows (including an experience with Nelson Mandela) and advice for marketers of tomorrow. 

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

Guest: Scott Morrison FRSA | LinkedIn 

This episode is sponsored by Stickybeak 

It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

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

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.

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 #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 

“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…

Bimbo Bakeries USA's Senior Director of Media, Analytics and Content, Marie Casimir Fallon, believes in the power of AI to boost capabilities for low-budget marketing leaders. She also admires its ability to help us brainstorm new and exciting ideas to life.

On the latest Shiny New Object Podcast episode, hear how Marie uses AI, as well as her advice for investing in your career and utilising data for creative effectiveness.

The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

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

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

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

Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed. 

Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive. 

Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards. 

In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow. 

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

Guest: Kerttu Inkeroinen | LinkedIn

This episode is sponsored by Stickybeak 

It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   

Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.

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

“If you can change how people spend their money, you can change the world.”

Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues.

With behavioural science sitting behind so many successful business models Chris talks to us about his experience across a number of social impact businesses and initiatives that he is involved with, and how a simple switch can make such a positive impact.

You’ll hear us discuss the growing momentum behind sustainable toilet rolls and tissues both within B2B and B2C, bamboo vs. recycled paper and the challenges and opportunities that he is currently seeing. We discuss Chris’s upcoming book exploring social impact and how it’s becoming more fundamental than ever for organisations, the rise of impact investing and how doing good is becoming a competitive advantage. Chris talks about the journey writing his book took him on as he spoke to multiple change brands working towards securing a more sustainable future. Chris shares so many examples, this episode will leave your minds brimming with ideas and inspiration.

Join us as we talk to Chris about:

• Social marketing and behavioural science and why they’re at the forefront of driving commercial and social good.
• The challenges of changing behaviours and the approaches you can take.
• How little changes add up and can open the door to bigger lifestyle changes.
• When it comes to change, the need to look at what you are doing through the lens of opportunity – and framing them as such, as opposed to a threat.
• The intriguing concept of disrupting from within.
• The need to put the right metrics behind innovation to avoid setting it up to fail from the get go.
• The rise of impact investing and how it can scale the good.

For more information about Serious Tissues https://serioustissues.com/

And to tune in to hear Chris talking about the latest Which report about ‘loo roll’, provenance and greenwashing tune in here. (You can connect with him on LinkedIn there too!).

Enjoy…

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