Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences with the hugely effective marketing channel, direct mail.
Mail Unleashed is brought to you by Marketreach, champions of mail media. We help brands and agencies unleash the magic of mail.
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Ep 22: Why Nils Leonard stopped just making ads – and started making things
Season 2 · Episode 2
Thursday, September 3, 2026 • Duration 38:43
In a world of endless scrolling and skippable content, what makes something worth holding onto?
Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape.
Throughout the episode, Nils and Rory explore:
Nils’ journey from ad man to global studio founder
Why physicality is capturing our attention again
Why, when it comes to creativity, “different beats better”
Why originality often comes from getting dangerously close to the line
Plus, they unpack why human effort still hits differently in an age of AI, and what that means for marketers looking to create work people genuinely notice, value and remember.
00:00 – Nils Leonard joins Mail Unleashed
01:05 – Nils' journey from the Jobcentre to advertising
06:15 – Learning to write your own narrative
10:05 – Why Nils founded Uncommon
11:45 – Why ‘different’ beats ‘better’
14:05 – Why advertising abandons things that still work
16:05 – Creating physical objects people want to talk about
18:10 – Why physicality is winning attention in the age of AI
23:00 – Why memorable beats narrowly targeted
30:05 – The Piers Morgan hairdryer and creating cultural impact
33:15 – Direct mail, fame and the value we struggle to measure
Nils Leonard is Founder of Uncommon Creative Studio and one of advertising’s most recognised creative leaders.
Formerly Chief Creative Officer and Chairman of Grey London, he has been named Business Insider’s most creative person in advertising. A champion of creativity and industry change, Nils has delivered award-winning work for global brands.
Ep 21: Mail Unleashed Live: the Cannes Lions conversation
Season 2 · Episode 1
Wednesday, July 8, 2026 • Duration 19:23
What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing?
For the first ever Mail Unleashed LIVE, recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix.
In this special live episode, they explore:
What makes a channel a Super Touchpoint
Why trust is becoming marketing's most valuable asset
Why Gen Z continues to engage with physical mail
Where door drops fit within a modern omnichannel strategy
How marketers can balance innovation with effectiveness
Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results.
Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away.
00:00 Intro 00:35 Welcome to Mail Unleashed LIVE from Cannes Lions 01:42 Why Rory Sutherland believes marketers abandon what works 04:18 Attention, trust and JICMAIL's Super Touchpoint research 07:25 Why direct mail still has a place in the modern media mix 10:12 What Gen Z can teach us about physical media 13:45 Where door drops fit into omnichannel marketing 16:28 Audience questions and key takeaways 18:55 Outro
Ep 20: Direct mail wins the attention economy with Jonny Harrison
Season 1 · Episode 20
Monday, May 18, 2026 • Duration 28:00
In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail?
That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down:
Why digital struggles to get creative right and how direct mail can help
How “hand-delivered communications” can earn 90 seconds of undivided attention
Why no media channel is truly expensive if it drives the right outcome
Why precise geo-targeted marketing is often overlooked in digital marketing
How programmatic mail bridges digital efficiency with physical impact
Plus, they reveal why the most underrated media channel could be the most effective one in your mix.
00:00 Intro
00:41 Welcome to Jonny
01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?
04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help
07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention
10:52 The rise of retail media and the opportunities mail can bring
13:34 The problem with relying on AI in digital marketing
15:18 Programmatic mail: why physicality is so important in today’s digital world
18:00 The power of geo-targeting in physical and digital marketing
Ep 19: Why Ian Gibbs says mail earns attention that lasts
Season 1 · Episode 19
Thursday, March 12, 2026 • Duration 22:49
Not every impression is equal. So, what makes mail different from a digital impression?
In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results.
Together, they discuss:
The 200 different ways that marketers measure campaign effectiveness
Ian’s work with JICMAIL and the DMA
Why mail delivers both short- and long-term marketing impact
How mail plays to a different attention span than digital marketing
Plus, they explore why physical mail keeps working long after the first glance.
00:00 Intro
00:41 Welcome to Ian
02:00 Ian’s work with JICMAIL and the DMA: The metrics he uses to measure the effectiveness of physical mail
04:30 Short term vs long term marketing impact: why mail delivers on both as a super touchpoint within the multi-media mix
09:10 The price of attention: Mail can generate 140 seconds of consumer attention across 28 days
10:51 The importance of creativity, physicality and targeting in performance marketing
14:30 Mail’s positive impact within an integrated marketing strategy, helping to drive effectiveness for brands
17:10 The context of the home: why mail delivers where and when people need it most
18:45 How JICMAIL is helping brands see the benefits of mail in the media mix
Ep 18: Bring your digital brand to life and deliver trust with Sayed Hajamaideen
Season 1 · Episode 18
Monday, March 2, 2026 • Duration 12:48
How can you build trust with your customers without physical stores or a tangible product?
In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands.
Together, they explore:
Sayed’s career journey from O2 to SMARTY Mobile
How physical mail can be used to pique curiosity and deepen customer relationships
Why marketers need to choose the right mediums to achieve results
Why a combination of physical and digital media is so effective
Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode.
00:00 Intro
0:41 Welcome to Sayed
01:06 Sayed’s marketing journey from O2 to SMARTY Mobile
02:26 How Sayed uses physical mail to market an intangible product and build trust?
04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose
06:53 How Sayed integrates mail with radio and TV marketing
07:53 Sayed’s top 3 tips for direct mail marketing
09:48 WARC’s research into long verses short-term efficacy of communication channels
11:24 Why a combination of marketing media is the most effective
12:11 Outro
Ep 17: Tesco grows Clubcard loyalty using targeted mail with Tash Whitmey
Season 1 · Episode 17
Wednesday, February 11, 2026 • Duration 13:48
How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.
Together, Tash and host Rory Sutherland share:
The inception of the Tesco Clubcard Loyalty Programme
How Tesco Clubcard data has helped shape its business offering
Why using both digital and physical media can create magical marketing moments
Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers
A successful direct mail campaign from Volvo
Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.
00:00 Intro
0:41 Welcome to Tash
01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme
04:38 Why physical mail is an important channel to reach Tesco customers
05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering?
07:11 Why are complimentary messages in different media formats more powerful?
09:14 Tash’s example of impactful direct mail – Volvo
12:57 Outro
Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.
She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation.
Ep 16: Capture consumers attention using physical media with Dino Myers-Lamptey
Season 1 · Episode 16
Wednesday, January 28, 2026 • Duration 20:23
Want to find out why mail can hold the attention of consumers?
In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out.
Highlights from this episode include:
Dino’s experience with direct mail
The importance of physical media in an increasingly digital world
The role of mail in helping the consumer on their journey to making a significant spending decision
Why post-attention matters in marketing
Listen in and find out which audiences are more likely to respond to mail over digital communications.
00:00 Intro
00:41 Welcome to Dino – Why the name “The Barber Shop”?
02:16 Dino’s career journey with direct mail in marketing
05:26: Dino and Rory discuss the need for physical media in a digital-led world
07:23 What’s the role of mail in complex customer decision making processes?
10:03 The power of printed catalogues
12:26 Post attention: Why long-lasting impressions matter
15:32 Rory argues why direct mail can help you target the right audience
16:44 Dino’s experience creating mail campaigns for charities
18:16 Want to find effective mail examples? Look at what’s coming through your door
Ep 15: Mail puts the fun in insurance with Ed Birth
Season 1 · Episode 15
Tuesday, January 13, 2026 • Duration 24:36
In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear.
He’s joined Rory Sutherland to discuss:
The surprising power of humour in creativity in the insurance sector.
How mail’s ‘body language’ builds trust.
How mail helps you gain a huge share of voice.
Why a single piece of mail can get 132 seconds of attention.
Plus, they share why fun beats fear in marketing.
00:00 Intro
00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox
02:48 How Hiscox’s marketing strategy differs from other insurance companies
06:44 The antidote to fear - The importance humour in creativity when bringing risks to life
07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter
10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity
17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice
21:56 Why multimedia campaigns are more effective than single channel campaigns
23:57 Outro
Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy.
Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton
Season 1 · Episode 14
Wednesday, December 10, 2025 • Duration 13:01
If mail is distinctive, does it become more memorable?
Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.
Together, they explain:
Techniques brands can use to become more memorable
The value of costly signalling
How mail’s physicality can enhance engagement and attention
Why Christian Aid Week’s mail campaign was a success
Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why.
00:00 Intro
00:41 Welcome to Richard
1:43 How long has Richard been an expert of direct mail?
03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail
04:03: Richard explains why surprising requests are more noticeable
05:34 Why mail’s physicality can enhance engagement and build trust
09:32 Richard’s example of successful direct mail – Christian Aid Week
12:15 Outro
Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.
Ep 13: Mail's trust advantage in banking with Margaret Jobling
Season 1 · Episode 13
Friday, November 28, 2025 • Duration 21:34
In a world of rising digital scams, why does a simple piece of mail still reassure banking customers?
Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services.
Throughout this episode, they discuss:
NatWest’s sponsorship of Team GB at the Paris Olympics
Why 71% of people trust physical mail
Real data that shows mail outperforms email in response rates
How mail still reassures customers in a world of rising digital scams
Plus, they explore why mail is such an important touchpoint in banking, and how it helps you target the right moments.
00:00 Intro
00:41 Welcome to Margaret
01:25 Margaret talks through NatWest’s sponsorship of Team GB at the Paris Olympics
03:27 Direct mail’s role in building trust and authenticity in the financial services
05:32 Physical mail helps you target the right moment & how it has helped NatWest achieve long-term marketing impact
09:51 In a world of rising digital scams, mail can offer reassurance for banking customers
11:14 Why multiple touchpoints are important for NatWest and why mail is one of them
12:53 Data that shows campaigns with mail are more likely to show ROI benefits
15:42 Margaret’s experience with mail at Centrica and NatWest: how mail had the best response rates
18:46 Gen Z are more responsive to physical mail than you'd think
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Andrew Tindall is Chief Growth Officer at System1 and a leading expert in marketing effectiveness.
Specialising in the role of creativity and emotion in driving business results, he works with global brands and agencies to translate effectiveness research into practical, actionable insights that help marketers create more impactful campaigns.
Claire Sadler is an award-winning CMO, business transformation leader and diversity champion with extensive experience across brands including BT, EE, Direct Line, Mars and the British Heart Foundation.
Renowned for combining commercial rigour with creative thinking, she specialises in driving growth, developing talent and leading high-performing teams through change.
Kate Mackie is Partner and Chief Marketing Strategy & Operations Officer at EY, where she helps transform marketing into a commercial growth engine in an AI-augmented world.
A recognised leader in marketing transformation, growth and customer trust, she combines strategic insight with a passion for behavioural science, leadership and human-centred innovation.
22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose
24:27 Is any media channel actually expensive?
27:28 Outro
Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.
Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council.
Ian Gibbs is Director of Insight at the DMA and Director of Data Leadership and Learning at JICMAIL.
With over 20 years’ experience in media and advertising measurement, he previously worked at Kantar and The Guardian. He also runs Data Stories Consulting, helping organisations harness effective measurement, research and insight.
Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️
Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.
His passion lies in the art and science of how advertising can create and shift behaviours.
Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.
Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands.
He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands.
Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️
Margaret Jobling is Chief Marketing Officer at NatWest Group. She is an experienced FTSE 100 business leader with a strong record in consumer goods and utilities.
She specialises in customer experience, marketing transformation, consumer products, and insight-driven decision-making. Known for her strategic leadership and for driving measurable results, she consistently delivers impactful, customer-focused change across complex organisations.
Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️
