Explore every episode of the podcast Embracing Marketing Mistakes
| Title | Pub. Date | Duration | |
|---|---|---|---|
| I Spent 30 Years Building Everyone Else's Brand | 01 Oct 2026 | 00:04:00 | |
We had Mark Terry-Lush back in episode 94 started his career in the glory days of magazines when Vogue was the size of a phone book and PR was full of big personalities. He worked with some of the most iconic names in the industry and learned how to tell and sell a story. But after 30 years, he realised his biggest mistake: confusing adaptability with focus. In this episode, Mark shares why chasing every opportunity can leave you feeling lost, what happens when you spend decades building everyone else’s brand instead of your own, and how to find clarity in a noisy world. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 130: Gerry Hopkinson Sold His Agency, Stayed Five Years, And Became A Cultural Strategist | 29 Sep 2026 | 00:56:43 | |
A 20-year agency founder built his reputation turning Pizza Express back into a cult favourite, then years later made the mistake he now calls his biggest regret. Gerry Hopkinson, founder of Unity and now a cultural strategist, joins Embracing Marketing Mistakes to explain how he sold his agency, why he stayed on for five more years, and the commercial decision that cost him a loyal client. Gerry walks through the Pizza Express "living lab," a real restaurant handed over to customers, chefs, designers, and even an acoustics professor to redesign together, and the customer-psychology insight that made it work. Then he tells the story of Absinthe, the Pernod Ricard brand his agency grew by 300% through a platform called Think Work Play, before admitting he dropped the client to chase a bigger, more famous brand, and regretted it immediately. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| Six People Trolled Me. It Felt Like Sixty Thousand | 25 Sep 2026 | 00:10:25 | |
Social media can feel like the best networking tool in the world, until it throws you a curveball. We were joined by Asif Choudry back in episode 96. We talk about the early days of Twitter when it felt like a friendly space for real conversations, and how one superhero-themed event turned into a lesson in handling criticism. From swag bags to unexpected backlash, this is a story about resilience and why staying visible matters even when things get uncomfortable. We also dive into the reality of trolling, online pile-ons, and why ignoring negativity is often the smartest move. If you’ve ever had that sinking feeling after a public misstep or worried about what people might say, this conversation will give you practical advice and a reminder that mistakes don’t define you, they shape you. Click here to listen to the full episode 96. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| Spending £30k on Influencers for Five Signups | 24 Sep 2026 | 00:07:05 | |
We revisit Andy Lambert back in episode 93 to unpack the influencer marketing moment that changed how he thinks about influence in B2B. Andy explains how his team approached creators like a media buy, treating the partnership as a quick transaction and expecting one post to shift perception and drive signups. He shares the campaign that made the lesson unavoidable. They spent £30,000 on a Facebook Live with a North American influencer, stayed late to watch the registrations roll in, and saw almost nothing. The mistake was not the talent. It was confusing awareness with intent, and expecting demand capture from activity that was really demand creation. Andy then breaks down what he changed next. He focused on niche operators like agency owners, insisted partners genuinely use the product, and invested in relationships that build trust over time. If you are planning influencer spend in B2B, this episode will sharpen how you judge impact and choose the right value exchange. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 129: Unbounce's VP Of Marketing Explains What Actually Wins AI Search Visibility Now | 22 Sep 2026 | 00:46:56 | |
A VP of Marketing running two brands at once shares what's working in AI search visibility right now, and admits to one of the messiest direct mail campaigns a B2B marketer has confessed to on this show. Then Val takes us back to the "growth at all costs" era of SaaS marketing, when her team shipped root beer float kits that leaked in the office lobby, a money tree that dumped potting soil across a prospect's desk, and agency logos printed on glass that arrived in pieces. Despite the chaos, the company sold for many millions of dollars, and Val explains what she'd keep from that era of marketing and what she wouldn't touch again. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| I Made the Worst Ad in British History | 17 Sep 2026 | 00:14:45 | |
Kevin Chesters reveals the painful truth behind what he calls the worst advert ever made in British history. This is a forensic breakdown of ego, bad process and the lessons every marketer needs to hear. If you’ve ever wondered how to stop bad advertising before it happens, this conversation is essential listening. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 128: Why CFOs Keep Killing Influencer Budgets | 15 Sep 2026 | 00:49:54 | |
Influencer spend hit $32.55 billion in 2025, and most brands still can't prove it works. In this Prohibition PR webinar, Chris Norton and Will Ockenden break down why influencer marketing keeps losing boardroom arguments, the mistake that turned a Brit Awards influencer activation into a creator revolt, and the six-part framework that turns influencer spend into a revenue channel instead of an awareness line item. Chris covers the boardroom case for influencer marketing, the Mastercard Brit Awards story, and how HelloFresh beat its own paid acquisition costs on TikTok using creators like Mindy Kaling. Will then walks through a practical framework: choosing influencers for persuasion rather than reach, building long-term partnerships (including Burgess pet food's ongoing deal with Ronnie the Mini Lop), mapping creators to the full buyer journey, feeding top-performing organic content into paid media, using influencers to win AI and social search discovery, and measuring outcomes instead of vanity metrics. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| One Tweet About Sleeping Beauty Ended in Death Threats | 10 Sep 2026 | 00:15:04 | |
Back in episode 99 with Sarah Waddington, we dive into the story of a well-intentioned tweet about a Biff and Chip book image, posted during the height of the Me-Too era. What was meant to be a harmless comment, shared in the midst of the chaos of parenting, quickly spiraled into misreporting by UK tabloids, global backlash, online abuse, and even death threats. As her career and personal life were thrust into the public eye, the turning point came when credible voices stepped in to offer support. Through it all, the lesson emerged: consistency, values, and resilience matter far more than any momentary outrage. We explore how professionals who have experienced public shame are uniquely positioned to guide others through similar challenges, reminding us that clarity of purpose and standing by your principles can help weather the storm. Tune in for an insightful conversation about the power of maintaining your values in a world quick to judge, and the strength that comes from embracing the lessons learned in adversity. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 127: Professor Jim Macnamara Says Most Of The PR Industry Is Still Measuring The Wrong Thing | 08 Sep 2026 | 00:43:34 | |
A professor who built his entire career on communication measurement almost couldn't answer the question that started it all. Professor Jim Macnamara joins Embracing Marketing Mistakes to explain why so much of PR and marketing still confuses outputs with outcomes, and what changed after a client rejected his activity report and demanded results instead. Jim walks through the framework behind AMEC and the Barcelona Principles, a real Volkswagen case study that shifted marketing budget from 5% to 15%, his global evaluation work for the World Health Organization during COVID-19 (including a video series that hit 400 million views), and his skeptical read on whether AI and large language models are handing PR a golden age or a new set of unproven metrics to hide behind. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| He Asked for Honest Feedback. Then Never Spoke to Me | 03 Sep 2026 | 00:07:05 | |
If you have ever watched a brilliant marketing strategy die in a sign‑off meeting, this episode is for you. We unpack the real reasons ideas fail in the boardroom and what senior marketers can do to read the room, create emotional buy in and keep stakeholders focused on what matters. Faris Aranki, founder of Shear Ghetto Consulting and former top‑tier strategy advisor, explains his IQ x EQ x FQ model for success back in episode 96. IQ is the quality of your idea, EQ is your emotional intelligence and stakeholder awareness, and FQ is your focus quotient, the ability to prioritise and resist shiny‑object distractions. Miss any one pillar and your strategy stays on the hard drive. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 126: The Emotion Behind Every B2B Purchase Nobody Markets To - Talia Wolf | 01 Sep 2026 | 00:48:12 | |
Most B2B brands are interchangeable, and Talia Wolf built a career proving it. In this episode, Talia Wolf, founder of GetUplift and creator of the emotional targeting framework, explains why most products test identical on every measurable feature, and the two emotional clusters, self-image and social image, that drive buying decisions. She tells the story of the book cover mistake she caught before print, when beta readers including Rand Fishkin and Wil Reynolds told her the professional, generic design was missing her own voice, and how the comic-book redesign became a number one Amazon bestseller in its category. She also explains why she won't let AI write client copy or synthesize research, and why conversion optimization now has to happen everywhere a buyer forms an opinion, not only on a company's own website. You will learn the real reason people buy from you, why hypothesis-free A-B testing wastes budget, and why authenticity beats polish once your market looks the same. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 125: The PR Launch That Cleared The Building | 25 Aug 2026 | 00:54:29 | |
A CIPR fellow with nearly six decades in PR says the industry still protects itself from its own scandals. In this episode, Robert Minton-Taylor, a CIPR fellow recognised at the institute's 70th anniversary and a 24-year PR lecturer at Leeds Beckett University, argues that no PR professional has ever been sanctioned for their industry's complicity in Grenfell, the Post Office Horizon scandal, the infected blood scandal, or the NHS maternity scandal. He tells the story of the former intern who says he failed her over the Hillsborough police statements, then shares four named mistakes from his own agency career: a grunge band that cleared a client event with a power drill, a hotel bar that served the wrong soft drink to a client, a spelling mistake that nearly cost him his job at one of the world's biggest PR agencies, and a pitch document typo he still gets asked about. You will learn why the PR industry still has an accountability problem, and the specific checks he says every account handler needs before anything goes out the door. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 124: He Built His Own AI Company Then Shut It Down | 18 Aug 2026 | 01:01:11 | |
A toxic hire nearly cost him his agency. Then he made a similar mistake again, this time trying to build his own AI instead of renting one. In this episode, Roger Hurni, founder and Chief Brand Strategist of Off Madison Ave, whose client roster includes Nike, Wells Fargo, PetSmart, and P.F. Chang's, breaks down the culture-first hiring lesson he learned the hard way, why his team abandoned an in-house AI build for an off-the-shelf tool, and the AI philosophy he wrote for his own staff: expand your options, never let AI replace your judgment. Trained in behavior design under Stanford's BJ Fogg and the author of Outthink, Outperform, he also explains why he believes 90% of LinkedIn is now AI-generated content, and the test he runs on every new hire to separate real thinkers from people who copy and paste AI output. You will learn why culture fit can matter more than raw talent, when renting beats building with a new technology, and how to use AI without letting it think for you. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 123: Why I Recommended the Man Who Fired Me - John O'Keeffe | 11 Aug 2026 | 00:56:16 | |
He ran creative for the world's biggest advertising group. Then his own recommendation to the board cost him the job, and he sold every share he owned the same week. In this episode, John O'Keeffe explains how he took WPP from a "creative desert" to seven straight years as Creative Holding Company of the Decade, why recommending Mark Read to succeed Martin Sorrell as CEO turned out to be his biggest mistake, and what happened when Read undercut him in front of the entire company. He also makes the case for why AI can execute a creative idea at any scale but cannot originate one, using Compare the Market's meerkat campaign as proof, and reflects on the campaigns he's most proud of, including Keep Walking for Johnnie Walker and an Audi ad voted best in the world. You will learn why creative leaders sometimes cost themselves their own jobs through the people they vouch for, what AI can and cannot do in marketing right now, and why standing for a specific idea beats chasing every trend. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 122: The Sales Funnel Is a Hundred Years Old and Wrong | 04 Aug 2026 | 00:57:20 | |
KFC and Weetabix both threw away the most famous slogans in their category, and had to fight their way back to them. In this episode, Tom Roach explains how "Finger Lickin' Good" and "Have You Had Your Weetabix" both got dropped while each brand chased fresher creative, and the research and internal persuasion it took to bring them back. He also breaks down why the standard marketing sales funnel misreads how people actually buy, why the von Restorff effect explains why distinctive brands get remembered, and how a hundred-year-old rule about creative quality (95% of everything has always been rubbish) applies directly to the AI content panic gripping the industry today. You will learn how to audit your own brand's forgotten assets, why B2B brands default to sameness and how to break out of it, and why "share of model" is becoming the new battleground for brand visibility in an AI-driven search world. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 121: I Invented a Category, Sold to Diageo, and Almost Lost It All | 28 Jul 2026 | 00:55:11 | |
Ben Branson invented an entirely new drinks category from his kitchen. Then a £1 million hole nearly took it all away. In this episode, Ben explains how Seedlip, the world's first non-alcoholic spirit, grew twice as fast as the industry standard, and how that growth hid a working capital gap that surfaced mid-flight to Australia. He breaks down how the team traded their way out of the crisis in six months through relationships rather than financial engineering, why he launched straight into Selfridges instead of starting small, and why he chose to publicly embrace a review that called his product "witch's piss." You will learn how to spot the hidden financial risk behind fast growth, why polarizing feedback beats indifference when you're creating a new category, and why genuine relationships with customers and suppliers are the real safety net in a crisis. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 120: We Fired 30 People and Nothing Changed | 21 Jul 2026 | 00:39:39 | |
A growth lead at a fast-scaling startup admits the truth: his old company cut a 30-person marketing and sales team, and sales didn't change at all. In this episode, Hector Hughes explains why a year of growth work, SEO, conversion rate optimization, and endless website testing achieved almost nothing, and how that failure led him to build Unplugged, a digital detox retreat business now serving thousands of guests across the UK and Spain. He breaks down why "tracking everything results in tracking nothing," why most companies never answer the one question that matters, and how stepping away from constant distraction became the foundation of his marketing philosophy. You will learn how trackable tactics replace the harder work of positioning without anyone noticing, what happens to your mind and body after three days offline, and why authenticity beats competing on someone else's terms. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 119: Moz Founder: 'I Was Making $50M a Year and Miserable' | 14 Jul 2026 | 01:00:35 | |
Rand Fishkin built Moz into the biggest name in SEO. Then he raised $30 million in venture capital and watched it nearly break him. In this episode, Rand explains why raising venture capital was his biggest mistake, how it led to a battle with depression and his resignation as CEO, and why he is happier, healthier, and making more money today running SparkToro, a company a twentieth the size of Moz. He also breaks down why traffic has always been a vanity metric, how to build a new analytics framework for the AI and zero-click era, and why your boss is wrong to give Google credit for your branded search traffic. If you're interested on how to track marketing influence beyond click-based analytics, why website traffic is dropping while revenue holds steady for many businesses, and why brand and positioning remain the most durable marketing assets in the AI era, then this episode is for you. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 118: This One Habit Cost Me 100 Million YouTube Views | 07 Jul 2026 | 01:05:38 | |
A top YouTube strategist just revealed the single habit that cost him over 100 million views and then live-critiqued our own channel's titles on air. Leroy te Braak works with creators and brands doing hundreds of millions of views on YouTube. In this episode, he breaks down why most businesses get YouTube wrong, reveals his IDEAL framework (Idea, Data, Execution, Analysis, Longevity), and explains exactly how a 70-year-old soil-products founder grew from 30,000 to 100,000 subscribers with revenue up 60% month-over-month in just a few months. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| From Petrified Wood to Pints Social Proof Gone Wrong | 02 Jul 2026 | 00:04:31 | |
Behavioural science meets marketing mishaps back in episode 46 with Phill Agnew. As a specialist in testing what really works in ads, Phill exposes how well intentioned campaigns often push audiences in exactly the wrong direction. He unpacks the idea of negative social proof, where highlighting how many people binge drink, steal from parks or ignore donation prompts can actually signal that this behaviour is normal and acceptable. Phill shares stories from university alcohol campaigns, an American park full of disappearing petrified wood and even the familiar fundraising banner on Wikipedia to show how this plays out in the real world. He then explains how a small shift in wording, audience framing and local proof can dramatically change response rates. For marketers who love data but still rely on gut feel when choosing headlines, this conversation offers a smarter way to use social proof without accidentally encouraging the behaviour you are trying to reduce. Here's the link to the full episode 46. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 117: 70% of Teams Are Using AI With Zero Oversight. Here’s What Happened | 30 Jun 2026 | 00:44:30 | |
Most companies have bought AI. Hardly any are actually using it properly inside their teams. In this episode, recorded live at the AI for PR conference in London, we break down the real reason AI adoption fails in marketing and communications, and what it takes to make tools like Microsoft Copilot genuinely valuable. Chris Norton is with two experienced voices from the PR and SEO world who share practical use cases, honest frustrations and proven ways to close the gap between AI ambition and execution. Stuart Bruce is a communications and PR consultant who specialises in helping organisations adopt and embed AI into real workflows. He has been working closely with Microsoft Copilot, including early access through its Frontier programme, giving him hands-on experience with how AI performs inside corporate environments. Darryl Sparey is Co-Founder of Hard Numbers, a data-led PR agency focused on measurement, SEO and GEO. He brings a performance-driven perspective on how AI search is evolving, how it links with traditional SEO, and how marketers can prove ROI in an increasingly complex landscape. Together, they unpack:
This is a candid conversation for marketing leaders who want to move beyond experimentation and start embedding AI into real business impact. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| How a Transparency Slip Sparked a PR Firestorm | 25 Jun 2026 | 00:07:03 | |
In this episode of Embracing Marketing Mistakes, Chris Pharo CEO from 72 Point talks through the controversy that erupted after critics on social media challenged the term guaranteed coverage. What began as a few confused comments quickly grew into a public discussion about ethics, transparency and how PR teams work behind the scenes. Chris explains how two members of his team were unexpectedly named online, why the situation became so stressful for everyone involved, and how a lack of clarity around their processes helped fuel the reaction. He also shares the steps 72 Point took in response, including bringing in industry expert Stuart Bruce to carry out a six-week review of their methods. The findings surprised many people and led to important changes in how the company communicates its approach. This episode offers valuable lessons on communication, expectation setting and how to respond when a story takes on a life of its own. Click on this link to listen to the full episode. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 116: "SEO Is Dead. It's an $85 Billion Market and It's Over" | 23 Jun 2026 | 00:51:34 | |
Everyone is talking about AI transformation. Almost no one is thinking about whether their brand shows up when customers ask AI what to buy. This episode breaks down the biggest mistake in modern marketing and why PR is quietly becoming the most powerful driver of visibility inside generative search. Recorded live at the AI for PR conference in London, this episode features Andrew Bruce Smith, Johnny Bentwood, and James Crawford. Each brings a different lens, from strategic AI adoption to data-driven marketing and PR measurement. Together, they unpack how AI is reshaping comms, why most organisations are focusing on the wrong problems, and what marketers need to do differently right now. You’ll hear:
This is a candid, no‑nonsense conversation about what actually matters when AI meets PR, and how to avoid getting lost in the noise. If you work in marketing, comms, or digital, this episode will help you refocus on what drives results rather than chasing the latest trend. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Hangover That Landed Us A Major Client | 18 Jun 2026 | 00:06:30 | |
Our guest, Guy Utley CEO of Tall Agency, shares a candid story about winning a major pitch despite being severely hungover from celebrating a "Best Creative Agency" award the night before. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 115: The Moment Claude Co-Work Replaced 4 Days of Work in 30 Minutes | 16 Jun 2026 | 01:01:18 | |
He handed AI a full marketing project… and it came back finished in 30 minutes. What used to take 4 days of analysis, reporting, and presentation building was done in a single sitting with better insights included. In this episode, Andrew Bruce Smith breaks down how tools like Claude Co‑Work are changing the way marketers actually work. This is not about faster copy or better prompts. It is about delegating entire workflows to AI and shifting your role from execution to management. You will hear how AI can analyse raw marketing data, build reports, create presentations, and even improve on your thinking without being explicitly asked. The implications for agencies, in-house teams, and professional services are immediate. There is also a clear warning. Most organisations are still treating AI like a tool rather than a system. That gap is where both risk and opportunity now sit. If you work in marketing, this is already affecting your output, your value, and your role. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 114: We Deepfaked a CEO in 2 Minutes. Here’s What Happened | 09 Jun 2026 | 00:56:52 | |
A finance worker joins a Zoom call with their CFO and colleagues. AI misinformation has moved from theory to real-world crisis, and brands are already losing control. From deepfake CEOs and fake giveaways to hijacked campaigns and cloned influencer accounts, the speed and scale of risk has changed completely. In this episode, Will and I break down how AI is reshaping crisis management in 2026 and why most organisations are still underprepared. You’ll hear real examples of deepfake fraud, brand damage, and misinformation spreading faster than teams can respond. We also walk through a practical framework to help you protect your brand, including how to respond in the first 24 hours, how to monitor AI-driven threats, and how to build a proactive crisis plan that accounts for today’s risks. If you lead marketing, comms or brand, this is no longer optional. It is operational risk. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Mistake That Burnt Me Out: Staying Too Long Where I Didn’t Belong | 04 Jun 2026 | 00:04:30 | |
Cory Koryczan opens up about the career mistake that nearly broke her. Staying too long in a role that no longer fit. She’d built her identity around someone else’s business and clung to safety until it led to burnout. In this episode, Cory talks about the cost of over-loyalty, the fear that kept her stuck, and how she rebuilt her courage to finally walk away. She also shares a second big lesson from returning to work after maternity leave. Why confidence doesn’t just snap back and how discomfort became her best teacher. It’s honest, raw, and packed with lessons for anyone who’s ever ignored their gut to “play it safe.” Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 113: Why Most CMOs Fail at Brand Strategy | 02 Jun 2026 | 01:05:14 | |
Most marketing fails before a single ad is made. Not because the execution is bad, but because teams leap straight to tactics and skip the strategy underneath. Ben Norman calls the result "busy fools": lots of activity, very little impact. Ben, Strategy Director at Principles Agency and host of Marketing Room 101, joins Chris and Will to break down what brand strategy actually is, why so many senior marketers get it wrong, and how to do it properly without drowning in 20-page decks and brand "salad bowls". What you'll learn:
Plus Ben serves up his now-famous Menu of Mistakes, including the £70k pitch that got away, the food shoot where he forgot to book the art director and styled it out by pretending he was one, and the Wally the Whale mascot meltdown at Wetherby Racecourse that ruined childhoods and lost punters their bets. The conversation closes with the three things Ben would banish from marketing right now: tiny microphones, people misusing the word "omnichannel", and the damage social media is doing to society. Chapters: Connect with Ben Norman on LinkedIn Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| I Took A Team To Paris And Discovered The Brief Was In Spam | 28 May 2026 | 00:06:29 | |
A missed brief. A room full of decision-makers. A team fresh off the Eurostar waiting to present a tailored proposal that never existed—because the client’s detailed instructions were quietly filed in spam. We tell the whole story with candour, including the costs, the embarrassment, and the uncomfortable gap between personal brand and reality when a simple system failure derails a big moment. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 112: Author of Decoded Explains Why This T‑Mobile Ad Failed in One Sec | 26 May 2026 | 00:47:41 | |
Phil Barden, Author of Decoded once led a European brand relaunch that cost millions. The problem was not the strategy, the budget or the agency. The human brain rejected the advert in seconds. In this episode, Phil explains the T‑Mobile campaign that quietly failed and why the creative meant something very different to audiences than it did in the boardroom. That mistake changed his career. It took him from senior brand roles into behavioural science, neuroscience and decision science, and eventually to writing Decoded, one of the most cited books in modern marketing. You will hear why perception always beats intention, why first impressions lock in meaning, and why marketers routinely overestimate what audiences will “take out” of an ad. Phil also breaks down category entry points, mental availability, and why consistency in brand assets often beats constant reinvention. This episode is essential listening for senior marketers, brand leaders and agency teams who want to understand how advertising is actually processed, not how it is explained in presentations. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Expedia Pitch Mix-Up: When the Wrong Logo Won the Deal | 21 May 2026 | 00:06:44 | |
In this episode of Embracing Marketing Mistakes, Sam Benton, co-founder of Mad Masters, joins Chris Norton and Will Ockenden to revisit one of his most unforgettable marketing moments. Early in his career, Sam walked into a major pitch for Expedia only to realise that Experian’s logo was proudly displayed on every single slide. What could have been a career-ending blunder turned into a long-standing client relationship and a story that still gets a laugh today. The team reflects on the lesson behind the mishap. Sam shares how working alongside Rory Sutherland shifted his perspective from “knowing it all” to embracing curiosity and collaboration. It’s an honest conversation about humility, growth, and the surprising ways that small mistakes can lead to big professional wins. Whether you have ever sent the wrong deck or just enjoy hearing marketers own their most human moments, this episode is equal parts insightful and entertaining. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 111: The Typo That Lucy Woolfenden Made It Onto a 96-Sheet Billboard | 19 May 2026 | 00:50:44 | |
Growth looks exciting from the outside. Inside, it is usually chaotic, opinion-led and full of avoidable mistakes. In this episode, we sit down with Lucy Woolfenden, a former Skype marketer turned fractional CMO who now helps B2B and fintech scale-ups turn messy growth into focused, repeatable momentum. Lucy Woolfenden is a growth-focused fractional CMO and founder of The Scale-Up Collective, with senior marketing experience at Skype, Starling Bank and high-growth fintech scale-ups. She shares what really happens between product-market fit and the next funding round. From billboard typos that made it to print, to emails accidentally forwarded to clients, she explains why growth only works when teams prioritise properly, base decisions on real customer insight and stop trying to do everything at once. We also dig into why most B2B brands struggle to stand out, how marketers earn credibility with the rest of the business, and why focus beats hustle at every stage of scale. This is an honest conversation about growth, mistakes and the systems that stop chaos killing momentum. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Disappearing Pitch: How a Magician Cost Us the Client | 14 May 2026 | 00:06:20 | |
When James Thomlinson decided to “bring some magic” to a high-stakes pitch for InterContinental Hotels Group, he meant it, literally. The plan? A magician disguised as a team member, ready to wow the client with a “reappearing newspaper” trick. The result? Cringe, confusion, and a fast lesson in what not to do when pitching creative ideas. In this hilarious and humbling episode, James shares how a failed attempt at showmanship turned into one of his biggest professional lessons and how he eventually won the client with a smarter, more authentic approach. If you’ve ever pushed creativity a little too far in your marketing, this episode will hit home. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 110: Most Creative Directors Are Never Told What Their Job Is | Mick Mahoney | 12 May 2026 | 00:59:57 | |
Most creative directors are never told what their job actually is. In this episode of Embracing Marketing Mistakes, we sit down with Mick Mahoney, one of the most experienced creative leaders in advertising. Mick spent over 25 years as a Creative Director, Executive Creative Director and Chief Creative Officer at agencies including Ogilvy and BBH. He has led award-winning teams, topped creative rankings and worked alongside some of the biggest names in the industry. Despite that success, Mick openly admits that for much of his career he felt like he was winging it. We talk about the real job of a creative director, why no one ever defines it, and how that lack of clarity fuels ego, micromanagement and burnout. Mick shares the mistakes he made early on, the clients he lost, and the leadership lessons that only come from experience. This is an honest conversation about empathy, psychological safety, confidence and what creative leadership actually looks like when you strip away the posturing. If you lead creative people, manage senior teams or feel the pressure of needing to have all the answers, this episode will resonate. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| Too Many Topics, Too Few Clients: David's YouTube Marketing Mistake | 07 May 2026 | 00:05:34 | |
David thought his YouTube channel was flying tens of thousands of views, rapid growth, big smiles all round. But behind the buzz was a costly mistake. By turning his finance channel into a jumble of lifestyle, language and fitness videos, he confused his audience and killed his conversions. In this episode, David joins Chris Norton and Will Ockenden to share how he turned his “carnival channel” fail into a business lesson every marketer needs to hear. Discover why more views don’t mean more clients and how clarity beats clicks every time. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 109: The Tweet That Broke Yorkshire Tea with Dom Dwight | 05 May 2026 | 00:52:05 | |
Dom Dwight joins Embracing Marketing Mistakes to share the reality of building a challenger brand that people genuinely care about. Across 18 years at Bettys and Taylors of Harrogate, Dom helped turn Yorkshire Tea into one of the UK’s most loved brands by backing creative risk, trusting people and stripping out layers of sign-off. In this episode, he talks candidly about the resistance that comes with brave marketing decisions, the value of long-term agency relationships and why safe ideas often create the biggest risk. The conversation also goes deep on social media mistakes, political pile-ons and the moment a single tweet spiralled into days of backlash, memes and headlines. This is an honest look at autonomy, humour and accountability when a brand finds itself in the spotlight. Dom Dwight spent nearly two decades shaping Yorkshire Tea’s brand voice and advertising, starting as a creative copywriter and later leading its early move into social media. He played a central role in the brand’s long-running, award-winning work with Lucky Generals and is now working independently, helping ambitious brands build culture-led marketing that resonates with real people. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Expensive Mistake of Starting a Shop You Don’t Believe In | 30 Apr 2026 | 00:07:02 | |
What happens when you pour your heart and money into a business you’re not truly passionate about? In this episode, we hear the candid story of Louise, who launched a bricks-and-mortar craft shop while juggling three kids and a career in IT project management. She opens up about:
It’s a raw, relatable conversation about the risks of chasing the wrong business, the importance of passion, and the power of pivoting when things don’t work out. If you’ve ever wondered whether you’re on the right business path or how to recognize when it’s time to change direction this episode is for you. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 108: Why 95% Of Buying Happens On Autopilot | 28 Apr 2026 | 00:55:54 | |
Most marketers believe customers think carefully before they buy. Behavioural science shows that 95% of buying happens on autopilot, driven by subconscious shortcuts rather than logic. In this episode of Embracing Marketing Mistakes, Nancy Harhut explains why framing, anchoring and presentation matter more than information. She shares real examples where small changes doubled results without changing the product. Nancy is the author of Using Behavioural Science in Marketing and founder of HBT Marketing. She has spent decades helping brands apply psychology and neuroscience to real campaigns, translating academic research into practical tactics that increase response and preference. This is a practical conversation for senior marketers who want better ROI without chasing discounts or gimmicks. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Weight We Carry: Authenticity and Mental Wellbeing in Corporate Life | 23 Apr 2026 | 00:03:59 | |
Mental health neglect emerges as the most impactful career mistake, affecting happiness, security, and stability in both personal and professional realms. Many people recognise mental health issues too late, silently carrying burdens that significantly impact their relationships and performance. Authentic Alex shares her story. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 107: Award-winning ads stopped driving growth says Steve Harrison | 21 Apr 2026 | 00:45:55 | |
Steve Harrison has spent over 40 years in advertising. He rose to Creative Director at Ogilvy, then founded Harrison Troughton Wunderman, building one of the most awarded direct marketing agencies in the world and winning 18 Cannes Lions. In this episode, Steve argues the industry lost effectiveness when it stopped focusing on selling and started chasing societal impact. He explains why award-winning work stopped delivering commercial results and why purpose messaging rarely stuck with consumers. Steve also shares a personal leadership mistake. After selling his agency, he took a global role that cost him day-to-day control and real influence, a lesson many senior marketers will recognise. This is a direct conversation about effectiveness, growth, and why selling the product matters again. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| What Losing a £10K Tape Taught This BBC Journalist | 16 Apr 2026 | 00:08:05 | |
Veteran tech journalist Spencer doesn’t hold back in this refreshingly honest episode filled with media mishaps and marketing missteps. From confidently predicting the iPad would never take off to losing £10,000 worth of BBC footage in a single stairwell accident, Spencer shares the kind of hard-earned lessons that come from real-world chaos. It’s a funny, cringe-worthy, and surprisingly relatable look at how fast things can go wrong behind the scenes. You’ll hear what really happens when promised access on international press trips disappears on arrival, why having your PR contact on the same flight matters more than you'd think, and how a nonexistent motion-sensing TV led to an awkward bamboo laptop diversion. Whether you're in PR, media, or tech, this episode is a sharp reminder that mistakes are inevitable. They are also where the best stories usually begin. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 106: Ant Cousins Explains Why Handing Empathy to AI Almost Went Wrong | 10 Apr 2026 | 01:03:28 | |
In this episode of Embracing Marketing Mistakes features Ant Cousins unpacking a moment where trusting AI with empathy nearly caused real harm. Broadcasted live, the conversation captures the unfiltered reality of how AI decisions play out under pressure. Ant draws on experience from defence, counterterrorism and modern AI product leadership to explain why empathy is one area where automation still struggles. From deepfakes and crisis communications to a powerful real-world incident involving emergency response, this live discussion shows both the value of AI and its limits. The key lesson is about responsibility, judgement and knowing when human intervention must stay firmly in place. This episode is essential listening for senior marketers, comms leaders and anyone using AI in sensitive or high-risk situations. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| The Costly Hiring Habit That Nearly Broke Sarah Clay’s Business | 09 Apr 2026 | 00:04:10 | |
Ever hired someone just because you clicked with them? You are not alone. In this candid episode, our guest admits to recruiting based on personality instead of business needs. The result was duplicate roles, major skill gaps, and tough decisions that still sting years later. From letting go of an “amazing assistant” before the pandemic, a decision they still regret, to realizing the need for complementary skills over similar personalities, this is an honest look at one of entrepreneurship’s most common and costly mistakes. The turning point came when they recognized the problem and invested in professional hiring help, creating stronger and more balanced teams. Whether you are making your first hire or managing a growing company, this episode offers lessons that can help you avoid the same pitfalls. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| How My Coca-Cola Site Tour Ended in Disaster - Richard Shotton | 02 Apr 2026 | 00:04:43 | |
Marketing mistakes happen to everyone, even the so-called experts. We’ve seen everything from press releases that accidentally went viral for the wrong reasons to brand names so complicated even the CEO couldn’t spell them. But there’s something weirdly therapeutic about sharing these messes. One guest summed it up perfectly. If you’re only testing stuff you already know will work, you’re not really testing. The risk is tiny when something flops. The reward if it works is huge. So why are so many marketers still playing it safe? Of course, we also got the juicy stuff. Richard Shotton once missed a 9am Coca-Cola site tour because he was too hungover to move. Another guest won a pitch he was too foggy to remember. You couldn’t make it up. These stories aren’t just funny. They’re honest. They show the grit behind the gloss. The recovery after the cock-up. That’s what this podcast is about. Got a story like that? Share it. Join the chaos. Link’s in the bio. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 105: The Email That Destroyed 30 Years Of Customer Loyalty - Roger Dooley | 31 Mar 2026 | 00:55:44 | |
One email rewrote “lifetime” loyalty and turned Carnival’s most devoted customers against the brand. For twenty years, Roger has been inside the rooms where these calls are made, teaching companies how real human brains work in marketing, loyalty and crisis communication. He shares how, until recently, only big brands with behavioural science teams and neuromarketing labs could afford this level of insight, and why generative AI has blown that wide open. They chat through the emotional history behind loyalty schemes, the symbols that make customers feel seen, and how a single cold message can feel like the end of a long relationship. They walk through Carnival’s loyalty “update”, Royal Caribbean’s eight-second helicopter video that ruined luxury cruises, and what happened when Roger ran those communications through AI. If you lead marketing, CRM, loyalty or customer comms, this episode gives you a practical playbook to AI-proof your emails, stress-test crisis statements and avoid turning loyal fans into vocal critics. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| How A PR Exec Survived Lads’ Mags, a Riot, And A Near-Top Gun Airspace Incident | 26 Mar 2026 | 00:07:19 | |
What happens when the person paid to pitch stories decides to live them instead? We pull back the curtain on 90s Soho PR, where relationships were built over ringing landlines, long lunches, and last-minute invitations, and where the distance between press release and personal risk got uncomfortably thin. From beer brands and lads’ mags to editors who wanted proof you’d done the crazy thing you pitched, we trace how a career at the edges turned into a catalogue of hard-won lessons. Click here to listen to the full episode 94. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 104: Why Liquid Death and Guinness Highlight Their Flaws with Phill Agnew | 24 Mar 2026 | 00:56:19 | |
Behavioural tactics collapse more often than marketers admit. Phill Agnew joins us again to expose the shortcuts that fail, the ones that hold up under pressure, and the science senior marketers can actually trust. Phill is the creator and host of Nudge, one of the most respected behavioural science podcasts in marketing. He is known for turning academic research into practical tools used by senior marketers, founders and brand leaders. His work blends storytelling with evidence, backed by real experiments he runs on his own content to see what genuinely moves behaviour. This episode digs into the heuristics that influence high stakes decisions. We cover social proof, reciprocity, operational transparency, the peak end rule and why some once trusted tactics simply do not replicate. Phil takes us inside the studies that matter and calls out the ones the industry should move on from. There is clear value here for anyone pitching, shaping brand strategy or trying to influence complex B2B decisions. Phil makes the science accessible and gives you examples you can apply straight away. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| We Printed 50,000 Catalogues... With the Wrong Phone Number. | 19 Mar 2026 | 00:09:02 | |
Ever had that stomach-sinking moment when you realise you've made a massive, irreversible mistake? Try 50,000 glossy brochures printed with the wrong phone number. One poor marketer handed over a random pensioner’s number to the public, then had to hire temps to stick the correct digits on every single copy by hand. It only got worse from there. Mail merge cock-ups that sent rival names to customers and a sixty grand exhibition display with a typo you couldn’t cover up with gaffer tape. Brutal. But here’s the thing. Back in 2004 there was no AI to save you, no Google to ask, and no easy fix. If you got it wrong, you owned it. You figured it out or went under. These stories aren’t just hilarious. They’re a lesson in grit, ownership and creative panic. Fancy hearing more of these marketing horror stories? Subscribe to the podcast and get stuck in. Link in bio. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| EP 103: From Fax Nightmares to AI: Staying Future Ready with Alistair Frost | 17 Mar 2026 | 00:46:47 | |
A single fax almost caused a multimillion pound pricing collapse. Yet the story is only the starting point. This episode goes much deeper into how marketers cope with relentless technological change and why so many professionals feel overwhelmed. Allister Frost is the former Head of Digital Marketing Strategy at Microsoft and one of the first people inside the company to shape its early digital and performance marketing approach. He now writes, teaches and speaks globally about staying future ready, building adaptable teams and avoiding the slow suffocation of the comfort zone. Chris and Allister's conversation explores AI hype, quantum computing, career resilience, the Frost Framework and the behaviours that help marketers stay relevant when the rules keep changing. Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||
| What happens when creativity outpaces strategy? | 12 Mar 2026 | 00:06:50 | |
On this episode of Embracing Marketing Mistakes, I’m joined by Gareth Turner, founder of Big Black Door and former Head of Marketing at Weetabix. Gareth has over 23 years of experience in food and drink, having led marketing for brands like John Smith’s, Bulmers, Lurpak and Arla. From buying a racehorse for John Smith’s to launching Bulmers fruit ciders and leading the viral Beanz on Bix campaign, his career is packed with bold ideas and brilliant lessons. Gareth opens up about one of his biggest missteps: a bizarre PR stunt involving a coat made of human hair to promote a chocolate milkshake. The idea aimed to poke fun at over-the-top masculinity in advertising but fell flat due to a lack of strategic grounding and a weak link to the product. • Created a coat from barbershop hair to promote protein chocolate milk Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter Follow Chris: | |||