Marketing Room 101 - Ben Norman

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http://paulfeldwick.com/books/the-anatomy-of-humbug/
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http://paulfeldwick.com/books/why-does-the-pedlar-sing/
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Paul Feldwick's rotten onion: Legendary advertiser talks showmanship and the power of looking backwards

Season 1 · Episode 1

Monday, September 30, 2024 • Duration 29:32

Ben Norman opens the door to Marketing Room 101 for the first time. In this episode, he is joined by Paul Feldwick, an icon of British advertising with a career spanning 6 decades.

As a strategist and planner Paul worked at London agency BMP for over 30 years, and led global strategy and training following the merger with DDB. Since leaving, he has written Anatomy of humbug and Why does the pedlar sing? (which Rory Sutherland described as ‘possibly the book I would most highly recommend to anyone in marketing.’ )

In this episode Paul and Ben talk about the power of showmanship, and why marketers need to entertain. Paul makes banishes the rotten brand onion and champions looking back at brand history, not just forward at the next big thing.

If you haven't already, get hold of his books here...

http://paulfeldwick.com/books/the-anatomy-of-humbug/

http://paulfeldwick.com/books/why-does-the-pedlar-sing/

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A dull death with Dom Dwight: Yorkshire Tea marketer makes the case for creativity

Season 1 · Episode 2

Monday, October 14, 2024 • Duration 28:30

In this episode Ben Norman is joined in Marketing Room 101 by Taylors of Harrogate Strategy and Innovation Director, Dom Dwight.

In recent years, along with his team, Dom has been responsible for some of the most effective, creative and entertaining advertising in the UK, most famously taking Yorkshire Tea to the category top spot whilst bagging almost every effectiveness award along the way.

In this conversation at Taylor's Harrogate HQ, Dom makes the case for the death of dullness, and the return of the sort of advertising that inspired him to get into the industry in the first place, including those soundtracks that inspire a good old singalong.

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Gareth Turner's wonky floorboards: Marketer behind British household brands talks strategy before tactics

Season 1 · Episode 5

Monday, November 25, 2024 • Duration 26:21

In this episode, host Ben Norman is joined in Marketing Room 101 by Gareth Turner, a strategic consultant with almost 25 years experience running marketing for household names like Weetabix, John Smith’s and Lurpak, who founded Leeds-based consultancy Big Black Door in 2013.

Gareth makes the case for putting strategy before tactics when planning brand activity, not jumping straight to specialisms and separating the creative idea from the execution. He also campaigns to end modern marketing slavery and laments a wonky floor.

Find out more about Gareth here - ⁠bigblackdoor.com

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Chris & Will’s false influence: Fighting fake followers and bot-backed influencers

Season 1 · Episode 4

Monday, November 11, 2024 • Duration 32:48

In this episode, host Ben Norman is joined in Marketing Room 101 by Chris Norton & Will Ockenden, co-owners and founders of Prohibition, the award-winning PR and social media agency they set-up in Leeds in 2012, who have worked together for almost 20 years.

Chris and Will make the case for a more authentic, human approach, be it in PR, social or influencer marketing, and why we need to do something about fake followers, and influencers backed by bots.

Chris also has a rant about agency pitching, Will craves some company and Ben likes George Clooney.

Find out more about Prohibition PR here and listen to Embracing Marketing Mistakes podcast here.

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Nobody puts Christina Garnett in a silo: Breaking down barriers for better relationships & customer retention

Season 1 · Episode 6

Monday, December 9, 2024 • Duration 34:44

In this episode, host Ben Norman is joined in Marketing Room 101 by his first ever international guest. All the way from the USA, Christina Garnett is a fractional Chief Customer Officer and founder of Pocket CCO, who helps businesses to understand their customers better, to make them happier and to retain them for longer.

Championing collaborative business culture and a customer-centric approach, Christina makes the case for destroying silos (in business, not agriculture) and creating a better culture for teams, as well as highlighting the power of a whole team aligned around the customer.

She also uses a perfect Marvel related analogy and struggles to understand beans on toast.

Find out more at Pocket CCO

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Don’t fear Trevor Robinson OBE: Creative icon behind ‘You’ve Been Tango’d’ on why fear is killing creativity

Season 1 · Episode 8

Monday, January 20, 2025 • Duration 35:49

In this episode, host Ben Norman is joined in Marketing Room 101 by legendary advertising creative, Trevor Robinson OBE, founder of agency Quiet Storm, as well as Create Not Hate.

From sofa surfing around London trying to break into the creative world to receiving an OBE for services to advertising and diversity, Trevor’s career is extraordinary and his insight invaluable.

As a creative, Trevor has created highly entertaining and far-reaching work that’s almost certainly made anybody reading this laugh at some point – from the iconic 90s ad campaign ‘You’ve been Tango’d’ to Haribo’s kid’s voices in recent years.

He makes the case that these, and most other great creative campaigns, wouldn’t exist without faith in creativity, and therefore decides to eliminate fear from the creative industry.

Trevor and Ben also talk diversity in advertising, and how Create Not Hate isn’t about ticking boxes or meeting quotas, it’s about how diversity in a wider sense leads to better, more effective creative work.

Find out more about ⁠Quiet Storm here.⁠

Find out more about ⁠Create Not Hate here.

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Gareth Healey’s ironic pitch: Why brands and agencies need to rethink pitching

Season 1 · Episode 7

Monday, January 6, 2025 • Duration 31:33

In this episode, host Ben Norman is joined in Marketing Room 101 by author, mentor and former agency owner Gareth Healey.

For around half of his 30 years in the creative industry Gareth was CEO of his own 175 head-count marketing agency, with offices in Leeds and London, before exiting to focus on helping other marketing agency owners run their businesses better, grow their agencies and sell them, as well as writing his book - Stand Out or Die.

With a hand and an ear in agencies of all shapes and sizes, Gareth makes his pitch to rethink agency pitching, introduces smarter pitching practices and explains exactly why doing so will benefit both brands and agencies and improve client-agency relationships.

Find out more about ⁠Cactus⁠.

Get your copy of ⁠Stand Out or Die⁠.

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Jo Wallace sends back the salad: Jellyfish Global ECD on creative commitment and the culture of ‘yes’

Season 1 · Episode 14

Monday, April 14, 2025 • Duration 37:59

In this episode, host Ben Norman is joined by Global Executive Creative Director (ECD) of Jellyfish, and founder of Good Girls Eat Dinner, Jo Wallace.

Having made the move to LA in 2022 after 20 years in some of the UK’s most successful creative businesses, Jo and Ben discuss the differences between life and work in LA and London, why brands need to do the hard work to be single minded to avoid word salads, and how a braver culture of ‘yes’ could be the key to effectiveness.

Jo also shares advice on how to tackle gender bias in senior leadership positions, why we need more female role models in the industry and how to actually do something about diversity.

They also discuss miss-matched office furniture, someone’s uncle’s dog and London’s architecture.

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Kevin Chesters kicking-off: Creative Nudge author gives tyre kickers the boot and talks better briefing

Season 1 · Episode 13

Sunday, March 30, 2025 • Duration 42:26

In this episode, host Ben Norman is joined by a strategist, a speaker, a trainer, an author and a lecturer, which all happen to be the same person.

Yes, Kevin Chesters has had some of the most important strategy jobs in the country, like Chief Strategy Officer (CSO) at Ogilvy and dentsu mcgarrybowen, plus senior roles at W+K and Saatchi & Saatchi and client-side strategy stint at BT.

On top of that he wrote The Creative Nudge with business partner and good mate Mick Mahoney, as well as lecturing across several universities, training organisations across the country and fitting in the odd keynote or TEDx talk.

In this episode Kevin and Ben discuss -

Creativity, and why it’s often misunderstood
Positivity, and why marketing needs more of it
Tyre kicking, and why we need to get rid of it Briefing, and how to get better at it
Autism, and getting diagnosed with it

Plus, Kev moans about moaners, reveals the answer to happiness and quotes a Korean proverb.

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Gillian Clarke just isn’t communicating: Honey Monster marketer and Brave North founder on the four Ps and pairing gut with rigour

Season 1 · Episode 12

Tuesday, March 18, 2025 • Duration 33:29

In this episode, host Ben Norman is joined in Marketing Room 101 by Gillian Clarke, a marketer with over 25 years experience working with some of the UK’s most loved FMCG brands, from Fox’s to Wham, Kit-Kat to Quality Street, and most recently Honey Monster cereal.

In 2022, Gillian set up strategic consultancy Brave North which promises straight to the point marketing that works in the real world for brands large and small.

Gillian and Ben discuss the importance of all the 4 Ps and why marketing can’t just be about the ‘promotional P’, Gillian makes the case for putting emotion back into advertising and the need to balance statistical rigour with gut instinct.

The Honey Monster is also compared to a Georgian town house and takes down Tony the Tiger.

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