In this episode of Marketing vs The World, host Abbie Dando chats with Fiona Brennan, founder of Indie Essentials, about sustainable content creation and how it can prevent burnout in marketing teams. They also explore Fiona's unique journey from the music industry to content marketing, and how creativity has influenced her approach to business and life.

In this episode, Abbie and Fiona discuss:

Fiona Brennan’s Background

• Transition from the music industry to content marketing, starting with record labels and podcasts.
• How motherhood led Fiona to rediscover her passion for writing and founding Indie Essentials, a sustainable content marketing business.

What Is Sustainable Content?

• Definition: It’s not about writing about sustainability, but creating content that is environmentally friendly and prevents burnout.
• The two sides of sustainable content: Reducing carbon footprints in online content and creating strategies that are sustainable for teams to execute without burnout.
• The staggering fact that our online lives have a larger carbon footprint than the aviation industry.

Building a Sustainable Content Strategy

• Focus on customer journeys and understanding the data behind their behaviour.
• Importance of measuring time and effort for content creation to avoid wasting resources.
• Repurposing content wisely: Make sure the core content works before breaking it down into smaller pieces.
• The power of data: Reviewing platforms like Google Analytics and Search Console to see what’s driving traffic and conversions, and cutting out what's not working.

Being Brave with Content

• How to guide businesses in stripping back non-performing content and focusing on what truly works.
• The need for businesses to step back from “shiny objects” like new platforms or trends and stay focused on their core strategies.
• Fiona’s use of customer flowcharts to visually map out content strategies and identify weak points.

AI and Sustainable Content

• Fiona’s perspective on AI’s environmental impact and why she’s hesitant to use it in content creation.
• The limitations of AI in predicting the future and how businesses should focus on adding human perspectives to stay ahead.
• The importance of human creativity in content creation that AI can't replicate.

Lessons from the Music Industry

• Fiona’s time in the music industry taught her the importance of creativity and passion over profits.
• The "DIY punk rock ethic" she applies to her work today—valuing ethics and authenticity over making a quick buck.
• Following your creative passions can lead to success both in personal and professional life.

Rekindling Creativity in Teams

• Fiona’s advice for marketing teams that have lost their creative spark: Step away from the office, allow for breathing space, and encourage personal creative projects.
• The science behind why the best ideas come when you're not actively trying to create them (like in the shower or swimming pool!).
• The importance of having breaks during the workday to spark creativity and reduce burnout.

Key Takeaways From This Episode

• Time Matters: Understand how long your content creation process takes and cut out what isn’t working to protect your mental health and productivity.
• Be Selective: Focus your efforts on content that drives results instead of spreading yourself too thin across multiple platforms.
• Protect Creativity: Step away from the...

In this episode of Marketing vs The World, host Abbie Dando is joined by Oliver Thomas, Senior Corporate Affairs Manager at Nomad Foods, to delve into the frozen food industry and discuss Nomad Foods' mission to serve the world better food. They also tackle the challenges of sustainability, the misconceptions surrounding ultra-processed foods, and how to manage a demanding corporate career while raising a young family.

In this episode, Abbie and Oliver discuss:

Oliver Thomas’s Background

• His journey from studying politics and media to starting his career in PR.
• Transitioning from agency roles at Bottle PR and Three Monkeys to in-house roles at Lidl GB and Nomad Foods.
• How his diverse experience shaped his role at Nomad Foods, where he leads the corporate affairs function.
• 
  

Transforming the Frozen Food Industry

• Nomad Foods’ mission to serve the world with better food through its iconic brands like Bird's Eye, Goodfellas, and Aunt Bessie’s.
• Addressing common misconceptions about frozen food and how the industry has evolved.
• Efforts to make the Goodfellas pizza range 100% non-HFSS and the importance of healthy food innovation.

Sustainability Initiatives at Nomad Foods

• The “Move to Minus 15” initiative aimed at reducing carbon emissions by lowering storage temperatures from -18°C to -15°C.
• Collaborative efforts with industry partners to implement sustainable practices.
• How sustainability is embedded into the company’s strategy and communicated to stakeholders.

Misconceptions About Ultra-Processed Foods (UPF)

• The flawed narrative around UPF and why processing doesn’t always equate to unhealthy.
• How Nomad Foods is educating consumers and policymakers on the nutritional benefits of frozen foods.
• The challenge of communicating complex food science to the public and debunking myths.

Balancing Career and Parenthood

• Oliver’s experience of becoming a father and managing his career with a one-year-old at home.
• The importance of setting boundaries to ensure quality family time amidst professional demands.
• Practical tips for new parents on creating a balanced life, such as establishing non-negotiable family time.

Mental Health in the Workplace

• The evolving conversation around mental health, especially for men in corporate roles.
• How businesses can create a supportive environment and provide resources for employees.
• The importance of recognising and discussing everyday mental health challenges.

Key Takeaways From This Episode

• Embrace Frozen Food: Consider frozen food as a sustainable, healthy, and convenient option that can reduce food waste.
• Champion Sustainability: Advocate for sustainable practices within your industry and align them with your company’s strategy.
• Separate Processing from Health: Understand that processing doesn’t always mean unhealthy; focus on the nutritional content of food.
• Set Boundaries: Establish clear boundaries between work and family time to maintain a healthy work-life balance.
• Talk About Mental Health: Encourage open discussions about mental health and create safe spaces for these conversations in the workplace.

What You’ll Get from This Episode

This episode offers an inside look into the frozen food industry’s sustainability efforts, insights into balancing a corporate career with parenthood, and an understanding of the...

In our first-ever episode of Marketing vs The World, host Abbie Dando sits down with very special guest Rebecca McKee, founder of This Brand Works.

Together, Abbie and Rebecca chat about the critical role of branding in business success, the importance of long-term brand building and the integration of creativity and data in marketing.

And, because every episode unpicks a personal life challenge too, Abbie and Rebecca talk about challenges faced by female leaders in the industry.

In this episode, Abbie and Rebecca discuss:

Rebecca McKee's Background

• Journey from a Northern steel town to founding This Brand Works.
• Career highlights include roles at National Express, Virgin Atlantic, Expedia, eBay, and Sky.

Importance of Branding

• Brand is not just a logo; it's the essence of your business.
• Consistent branding creates long-term memory structures in customers' minds.

Brand vs. Performance Marketing

• Balancing short-term sales tactics with long-term brand building.
• The concept of 'compound interest' in brand awareness.

Case Studies

• Virgin Atlantic's unique brand positioning in a commoditised market.
• Liquid Death's disruptive branding in the bottled water industry.

Strategies for Startups

• Importance of customer insights and research.
• Building a community and co-creating the brand with the audience.

Challenges for Female Business Leaders

• Overcoming imposter syndrome and taking up space in male-dominated industries.
• The significance of personal branding and appearance in professional settings.

Long-Term Investment in Branding

• Differentiating between immediate ROI and sustainable brand value.
• Successful examples like Airbnb's brand-focused marketing strategy during the pandemic.

Key takeaways from this episode:

• Know Your Customer: Conduct thorough research to understand your audience's needs and perceptions.
• Consistent Branding: Invest in long-term brand building for sustained business growth.
• Balancing Act: Combine short-term performance marketing with long-term brand strategies.
• Personal Brand: Female leaders should leverage their own unique qualities and experiences to build strong personal brands.

What you’ll get from this episode:

This episode will help you view your brand as the cornerstone of your business strategy and help you understand why you should invest time in understanding ‘who’ and ‘what’ you want your business to be and how to build up your brand to reflect this effectively.

Subscribe & Connect:

Don't miss an episode of Marketing vs The World. Subscribe now and join us every other Monday for more insightful discussions and practical marketing tips. Make sure you follow us on LinkedIn and Instagram, too.

In our next episode, we mix inspiration and education in a very special episode with John Wilson, co-founder of Honest Video.

Marketing Vs The World is produced and managed by Urban Podcasts.

Welcome to Marketing vs The World, the podcast dedicated to the dynamic and ever-evolving world of marketing.

Every other Monday, our host Abbie Dando, dives deep into the latest trends, challenges, and triumphs in the marketing industry. In every episode, Abbie is joined by a top marketing professional or business leader who shares their insights, stories, and strategies for balancing work, life, and everything in between.

Whether you're a seasoned marketing maverick or a business owner looking to thrive in the digital age, Marketing vs The World is your go-to podcast for practical tips, inspiring interviews, and a touch of humour to brighten your day.

Marketing Vs The World is produced and managed by Urban Podcasts.

Get ready to dive deep into the world of strategic content and redefine what success means to you in this episode of Marketing Versus the World. Host Abbie Dando welcomes Rin Hamburgh, founder of RH & Co., for an insightful and thought-provoking conversation. 

Rin shares her expert advice on the importance of interviewing stakeholders and authoritative figures before creating any content. Plus, she opens up about her personal journey and how she's redefining success on her own terms. This episode is packed with valuable takeaways for marketers and entrepreneurs alike.

In this episode, Abbie and Rin discuss:

Rin's Journey:

• Founder of RH & Co., a strategic brand copywriting agency.
• Her career evolution from journalism to running her own business.
• The unique niche of RH & Co., focusing on brand building and expert-led businesses.

The Importance of Expert-Led Content

Why Interview Stakeholders:

• The critical role of stakeholders and authoritative figures in content creation.
• How expert insights add depth and authenticity to your content.
• The impact of Google's EAT (Expertise, Authoritativeness, Trustworthiness) on content strategy.

Expert-Led Content:

• Benefits of drawing on internal and external subject matter experts.
• How to use interviews and expert insights to enhance your brand's authority.
• Examples of effective expert-led content strategies.

The Realities of Content Creation

Balancing Deadlines and Quality:

• Strategies for managing content lead times while ensuring high-quality output.
• How to set realistic expectations and efficiently gather expert insights.
• Repurposing expert content across various marketing channels for maximum impact.

Success Doesn't Have to Mean Flashy Cars and Big Houses

Redefining Success:

• Rin's personal definition of success and why it's not about material wealth.
• The importance of aligning your business goals with your personal values.
• How to find joy and fulfillment in non-traditional markers of success.

Rin's Journey of Slowing Down:

• Her plans for traveling in a camper van with her family for a year.
• Balancing work, homeschooling, and family time on the road.
• The benefits of stepping out of the daily grind and embracing a simpler, more intentional lifestyle.

Key Takeaways From This Episode

Expert-Led Content: Leverage the insights of stakeholders and authoritative figures to create impactful, trustworthy content.

Strategic Planning: Understand the importance of setting clear expectations and efficiently managing content creation timelines.

Personal Success: Redefine success on your terms, focusing on what truly brings you joy and fulfilment.

Work-Life Balance: Embrace opportunities to slow down and enjoy life's simple pleasures without compromising your professional goals.

What you’ll get from this episode

Rin Hamburgh offers invaluable insights into the power of expert-led content and the importance of redefining success. You'll gain practical advice on creating high-quality content, managing deadlines, and finding a balance between work and personal life. This episode encourages you to think critically about traditional success metrics and to embrace a more fulfilling approach to your career and personal goals.

Subscribe &...

Welcome to another insightful episode of Marketing Versus the World! This week, host Abbie Dando sits down with Jaye Cowle, the founder of Launch Online, a dynamic paid search agency. Together, they dive into the debate on branded versus non-branded search and explore Jaye’s proven formula for happiness at work. Tune in to discover expert strategies, industry insights, and actionable tips to elevate both your marketing efforts and workplace satisfaction.

In this episode, Abbie and Jaye discuss:

Jaye's Journey

• Founder of Launch Online, a leading paid search agency.
• Career transition from in-house marketing to founding her own agency.
• The mission of Launch Online and its focus on happiness and performance.

Branded vs Non-Branded Search Debate:

Understanding the Balance

• The ongoing debate on the effectiveness of branded versus non-branded search.
• How to determine the right balance for your business.
• The importance of a unified approach to customer journey optimisation.

Customer-Centric Marketing

• The shift from siloed tactics to a customer-first approach.
• Unified commerce and its impact on marketing strategies.
• How to create a cohesive brand narrative across all channels.

Google Search Generative Experience

• The impact of Google’s evolving search landscape on paid and organic strategies.
• Adapting to changes and focusing on customer needs.
• The role of AI and machine learning in modern advertising.

Proven Formula for Happiness at Work:

The Journey to Happiness:

• Jaye’s personal motivation for placing happiness at the core of Launch Online.
• The challenges and rewards of creating a happy workplace.
• The importance of psychological safety and transparency in the workplace.

Actionable Tips for Happiness:

• Building trust and psychological safety among employees.
• The role of leadership in fostering a positive work environment.
• Implementing employee engagement tools like Friday Pulse to monitor and improve happiness.

Key Takeaways From This Episode:

Customer-Centric Marketing: Keep your customer at the heart of all decisions to drive revenue and growth.

Balanced Search Strategy: Combine branded and non-branded search tactics to maximise visibility and customer acquisition.

Happiness at Work: Focus on creating a transparent, trusting, and engaging workplace to boost employee satisfaction and performance.

Adapt to Change: Stay flexible and responsive to industry changes, particularly with advancements in AI and search technology.

What you’ll get from this episode:

Jaye Cowle shares invaluable insights into creating effective search strategies and fostering a happy work environment. You’ll learn how to balance branded and non-branded search efforts, improve customer satisfaction, and implement practical steps to enhance workplace happiness. This episode is a must-listen for anyone looking to optimise their marketing approach and cultivate a positive company culture.

Marketing Vs The World is produced and managed by Urban Podcasts.

In this episode of Marketing vs The World, we’re joined by Marius Tudor, Senior Digital Marketing Manager at National Express, to discuss one of the hottest topics in the digital marketing world: Google’s Search Generative Experience (SGE).

We dive into whether SGE could signal the end of traditional search engines and what this means for marketers. But that’s not all—we also tackle the critical issue of financial literacy and why it’s something everyone should learn, preferably in school.

Meet Marius Tudor: From Advanced Mathematics to Digital Marketing

Marius Tudor’s journey is as unique as it is inspiring. With a background in advanced mathematics, computer science, and English from Romania, Marius’ analytical and problem-solving skills laid the foundation for his career in digital and performance marketing.

Currently leading the digital marketing efforts at National Express, Marius oversees SEO, affiliates, and paid search strategies. His transition from a highly technical background to a creative yet data-driven role in digital marketing is a testament to the versatility and breadth of the marketing field.

Google’s Search Generative Experience (SGE): What Is It and Why It Matters

Google’s Search Generative Experience (SGE) is the latest evolution in search technology, promising to change how users interact with search engines. Unlike traditional search results, SGE provides AI-generated, ChatGPT-like answers directly on the search engine results page (SERP). This could significantly impact how users find and engage with content.

Marius explains that while SGE is still in its infancy, its potential to disrupt organic search is substantial. "Google has always focused on improving user experience, and SGE is the next step in that journey," Marius says. However, he cautions marketers to stay alert, as SGE could shift the balance of power in search results, particularly affecting organic search.

How SGE Could Impact Organic Search and Content Creation

One of the key concerns with SGE is its potential to diminish the importance of organic search by providing answers directly on the SERP, potentially reducing the need for users to click through to content creators’ websites. Marius and Abbie discuss the implications of this, particularly for content creators who rely on organic traffic.

Abbie points out that while SGE might currently highlight subpar content, there’s hope that as the technology matures, Google will refine its algorithms to prioritise high-quality, non-AI-generated content. "Just stick with good practices and quality content creation, and you’ll come out on top," she advises.

The Role of Brand Investment in a Post-SGE World

Marius emphasises the importance of brand investment as a strategy to weather the changes that SGE might bring. "Investing in your brand and creating strong brand affinity with your audience is crucial. If people are specifically searching for your brand, you’re in a strong position regardless of algorithm changes," he explains.

In a world where Google’s AI might dominate search results, having a recognizable and trusted brand could be more important than ever.

Professional Takeaways: Integrating Channels for Maximum Impact

When asked about the performance of different marketing channels in the wake of SGE, Marius highlights the importance of an integrated approach. By ensuring that SEO, PPC, and affiliate marketing work together, businesses can maximise their reach and effectiveness.

"Getting these channels to work together is key," Marius explains, noting that a holistic strategy will likely yield the best results in an ever-changing digital landscape.

Financial Literacy: Why It Should Be Taught in Schools

Shifting gears from the professional to the personal, Marius shares...

Welcome to Marketing Versus the World! In this episode, host Abbie Dando chats with Ali Wallace, founder of DNA Recruit, about the best strategies for hiring top talent in the marketing field for 2024. Alongside this, Ali opens up about his journey with ADHD and how it impacts his role as a business owner.

In this episode, Abbie and Ali discuss:

Ali’s Journey:

Founder of DNA Recruit, with 16 years of experience in the recruitment industry.

Transition from working in marketing agencies to starting his own recruitment business.

The challenges and successes of running DNA Recruit, including navigating economic downturns and COVID-19.

Hiring Talent for Your Marketing Team in 2024

The Right Way to Recruit:

Importance of assessing financial readiness before hiring.

The value of using professional recruitment services versus DIY approaches.

Key factors in the hiring process: job descriptions, interview processes, psychometric testing, and presentations.

Spotting the Right Candidates:

Identifying top talent through their background, ethics, punctuality, and job stability.

Importance of reference checks and understanding candidate values.

Cost and Efficiency:

Weighing the cost of using recruitment services against the potential losses from a bad hire.

How professional recruiters save time and increase hiring efficiency.

Navigating ADHD and Business Ownership

Ali’s ADHD Journey:

Discovering his ADHD through his son’s diagnosis and its impact on his personal and professional life.

The challenges and advantages of ADHD in a business context.

The importance of building a supportive team to complement one’s strengths and weaknesses.

Honesty in the Hiring Process:

Encouraging transparency about neurodiversity and other personal traits during recruitment.

The benefits of honesty for both the individual and the organisation.

Generational Differences in the Workforce

Understanding Gen Z:

The unique communication styles and work preferences of younger generations.

Strategies for managing and integrating Gen Z employees into the workplace.

Key Takeaways From This Episode

Strategic Hiring: Ensure financial stability before making hiring decisions and consider professional recruitment services to find top talent.

Candidate Evaluation: Look beyond resumes to assess candidates' values, work ethics, and fit with your company culture.

Transparency: Encourage honesty about personal traits and challenges during the hiring process to foster a supportive and inclusive work environment.

Generational Adaptation: Understand and adapt to the unique characteristics of Gen Z to effectively integrate them into your workforce.

What you’ll get from this episode

Ali Wallace provides valuable insights into effective recruitment strategies and the importance of understanding personal and generational traits in the workplace. Whether you're an agency owner or an in-house recruiter, this episode offers practical tips and thought-provoking discussions to enhance your hiring processes and workplace culture.

Don't miss an episode of Marketing vs The World. Subscribe now and join us every other Monday for more insightful discussions and practical marketing tips. Make sure you follow us on

Get ready for an eye-opening episode of Marketing Versus the World! Join Abbie as she chats with Barney Durrant, the mastermind behind Bluebell Marketing and a former Google insider.

Barney shares his invaluable experience from the heart of Google, revealing the secrets of Google Ads for tech brands. But that's not all – they also dive into a topic close to Barney's heart: digital poverty and the crucial role of mentoring in today's world. Whether you're a tech enthusiast or a marketing professional, this episode is packed with insights you won't want to miss!

In this episode, Abbie and Barney discuss:

• Barney's Journey
• Barney's Background
• Over 20 years in the internet industry.
• His experience working at Google and witnessing its growth.
• Founding Bluebell Marketing and its focus on Google Ads and SEO.
• Insights on Google Ads

Google Ads vs SEO:

• Barney’s role at Google in sales and product management.
• The distinction between Google Ads and organic search rankings.
• Weekly product updates and the ever-evolving landscape of Google advertising.

Working at Google:

• Barney shares what it was like to work at Google in its early days.
• Insights into the separation between Google Ads and organic search.
• The misconception about advertising spend influencing organic search rankings.

Basics of Google Ads:

• Explanation of Google Ads, PPC, and how the auction system works.
• The importance of click-through rate (CTR) and quality score in ad placements.
• Strategies for creating effective Google Ads campaigns.

Opportunities with Google Ads:

• Immediate results and control over ad messaging.
• Benefits of combining Google Ads with a strong SEO strategy.
• Importance of measuring ROI and tracking conversions for e-commerce and B2B businesses.

Challenges of Google Ads:

• Importance of having a well-designed and conversion-focused website.
• Ensuring your objectives align with the nature of Google Ads.
• Technical readiness, including proper CRM setup and goal tracking.

Tailored Advice for Tech Brands:

• Researching competitor advertising and keyword demand.
• Utilising the Google Display Network and YouTube for awareness campaigns.
• Creating a sophisticated strategy that addresses different stages of the customer journey.

Advice for Big Tech Brands:

• Avoid overwhelming landing pages by simplifying user experience.
• Coordinating across teams for cohesive digital strategies.
• Implementing a test budget to explore new advertising tactics.

Barney’s Mentorship and Digital Poverty:

• Addressing digital poverty and the lack of access to technology and the internet.
• Importance of providing opportunities and support for underprivileged youth.
• Barney’s involvement with Brightside mentoring, helping young people navigate their educational and career paths.

Key Takeaways From This Episode:

• Customer Centricity: Understand your audience and avoid biases in your marketing strategies.
• Strategic Budgeting: Make informed decisions about where to allocate marketing budgets based on data, customer insights, and market conditions.
• Holistic Marketing: Balance long-term brand-building efforts with short-term sales tactics for sustainable growth.
• Digital Inclusion: Recognise and address the digital divide to ensure broader access to technology and opportunities.

What you’ll get from this episode:

Barney offers invaluable insights into creating effective Google Ads campaigns for tech brands, understanding your audience, and...

In this insightful episode of Marketing vs The World, host Abbie Dando sits down with Caroline Orr, co-owner of Program, to discuss the complexities of marketing in 2024 and the realities of balancing a career with motherhood.

Caroline Orr’s background

• Journey from working in the travel industry to co-owning a marketing agency.
• The organic growth of Program and its focus on innovative tech and "do-good" brands.
• Caroline's unexpected path into marketing and how she leveraged opportunities to build her career.

Marketing in 2024

• The current state of marketing budgets: maintaining or shrinking, and the emphasis on making money work harder.
• The necessity of balancing long-term brand building with short-term sales activation.
• The importance of understanding which marketing channels work best for different brands.
• Insights into the increased importance of in-person events and community engagement in the marketing mix.

Challenges and Strategies for 2024

• Navigating the complexities of budget allocation in uncertain times.
• The need to stay agile and adapt to rapidly changing marketing trends and consumer behaviours.
• The growing importance of personal branding and how individuals can leverage it for professional growth.

B Corp Certification

• Caroline's experience with Program achieving B Corp accreditation.
• The benefits and challenges of becoming a B Corp and its impact on brand perception.
• The significance of authentic commitment to ethical practices in achieving and maintaining B Corp status.

Balancing Career and Motherhood

• The realities of mum guilt and the constant juggle between professional and personal responsibilities.
• Strategies for managing time and setting boundaries to maintain a healthy work-life balance.
• The importance of modelling a successful career while being present for family.

• Strategic Budgeting: Make informed decisions about where to allocate marketing budgets based on data, customer insights, and market conditions.
• Holistic Marketing: Balance long-term brand-building efforts with short-term sales tactics for sustainable growth.
• Personal Branding: Invest in personal branding as a key component of professional success.
• Ethical Practices: Pursue certifications like B Corp authentically to ensure alignment with your company’s values and practices.
• Work-Life Balance: Set boundaries and prioritise tasks to effectively manage career and family responsibilities.

This episode offers valuable insights into the evolving landscape of marketing in 2024, practical advice for balancing career and personal life, and inspiration for following ethical business practices.

Don't miss an episode of Marketing vs The World. Subscribe now and join us every other Monday for more insightful discussions and practical marketing tips. Make sure you follow us on LinkedIn and Instagram, too.

Tune in next time for more inspiration and education in a very special episode with our guest discussing the latest trends in...

In this episode of Marketing vs The World, our host Abbie Dando has a great chat with Michael Doroszuk, Senior Manager at Colgate-Palmolive, and spills the tea on what all agencies need to know about working with clients as well as why it is so important to have a hobby outside of work.

In this episode, Abbie and Michael discuss:

Michael Doroszuk's Background

• Career journey from Poland to the UK.
• Transition from Disney to Colgate-Palmolive.
• Specialisation in digital marketing and search management for Northern Europe.

Attracting Talent and Company Culture

• The importance of company culture and long-term employee relationships.
• How Colgate-Palmolive fosters a supportive and family-like work environment.

Agency-Client Relationships

• The necessity of transparency and clarity in communications.
• Importance of understanding the context and purpose behind client requests.
• Managing expectations and fostering respect between clients and agencies.
• The concept of reverse briefs to ensure alignment and prevent wasted efforts.

What Brands Look for in Agencies

• Addressing specific pain points rather than offering generic solutions.
• Importance of ease of collaboration and clear processes.
• Understanding the audience and tailoring communication accordingly.
• The limited value of flashy case studies without context and relevance.

Upskilling and Mentorship

• Michael's passion for upskilling colleagues and sharing industry knowledge.
• The benefits of mentoring and continuous learning.
• Balancing client work with internal development and mentorship initiatives.

Personal Hobbies and Work-Life Balance

• The importance of finding enjoyable and sustainable hobbies.
• The role of personal interests in maintaining mental and physical health.
• We meet Michael’s cat and learn why he is so important to Michael’s work life balance.

Key Takeaways From This Episode

• Transparency and Respect: Foster open communication and mutual respect between clients and agencies to build long-term, successful relationships.
• Tailored Solutions: Focus on addressing specific client pain points rather than offering broad, generic services.
• Continuous Learning: Invest in upskilling and mentorship within your organisation to enhance team capabilities and knowledge.
• Personal Balance: Find hobbies and activities that you genuinely enjoy, to maintain a healthy work-life balance and improve overall well-being.

What you’ll get from this episode

This episode provides valuable insights into creating effective agency-client relationships, practical advice for upskilling within your organisation, and inspiration for finding personal hobbies to enrich your life.

Subscribe & Connect:

Don't miss an episode of Marketing vs The World. Subscribe now and join us every other Monday for more insightful discussions and practical marketing tips. Make sure you follow us on LinkedIn and Instagram, too.

In our next episode, we're joined by Caroline Orr, where we look at how we’ve planned our marketing budget vs how we’ve used it so far this year and the challenge of balancing work with motherhood.

See you in two weeks!

Marketing Vs The World is produced and managed by Urban Podcasts.

In the second episode of Marketing vs The World, our host Abbie Dando sits down with John Wilson, founder of Honest Video and Xplnr, to discuss the surge in video production and why investing in video content is essential for modern businesses.

In this captivating episode, they also delve into the personal side of being a business owner and the pressure and struggles of balancing professional and family life, especially from a father's perspective.

In this episode, Abbie and John discuss:

John Wilson's Background

• Founder of Honest Video and Explainer, specialising in corporate clients and SaaS businesses.
• Career journey from university to founding multiple companies, navigating partnerships, and ultimately establishing Honest Video.

The Rise of Video Production

• The increasing importance of video content in marketing.
• Technological advancements and consumer demand are driving the growth of video production.
• The benefits of testing video content strategies before significant investment.

Cost and ROI of Video Production

• The misconception that video production is always expensive
• Testing and scaling video strategies to maximise ROI.
• The importance of setting clear objectives and understanding the marketing funnel.

Platform-Specific Video Content

• Creating content tailored to specific platforms for maximum engagement.
• The importance of not spreading video content too thin across multiple platforms.
• Strategies for repurposing content effectively.

Current Video Trends

• The decline of character animation and the rise of AI in video production.
• Anticipated shift towards longer-form content.
• The role of AI in enhancing video production processes and outcomes.

Challenges and Realities of Parenting While Running a Business

• John’s personal experiences with parenting challenges, especially sleep issues.
• The importance of prioritising sleep and finding what works best for the family.
• Balancing professional responsibilities with family life and recognising the signs of burnout.

Recognising and Addressing Burnout

• Tips for recognising burnout and making necessary changes.
• The importance of being strict with time management and non-negotiables.
• Strategies for maintaining a healthy work-life balance.

Key Takeaways From This Episode

• Testing Video Strategies: Start small with video content and scale up based on results to ensure maximum ROI.
• Platform-Specific Content: Tailor video content to specific platforms rather than spreading it thin across multiple channels.
• Balancing Professional and Personal Life: Prioritise sleep and manage time effectively to avoid burnout. Focus on what works best for you and your career and ignore external pressures.

What you’ll get from this episode:

This episode will provide you with valuable insights into the evolving landscape of video production, practical advice for integrating video into your marketing strategy, and personal reflections on balancing business with family life.

Subscribe & Connect:

Don't miss an episode of Marketing vs The World. Subscribe now and join us every other Monday for more insightful discussions and practical marketing tips. Make sure you follow us on LinkedIn and Instagram, too.

Next time, we have more inspiration and education in a very special episode with Michael Doroszuk, the Senior Digital...

Curious if your website could save the planet? I’m joined with Matt Wheeler, eco-warrior behind Made by Studio and Green Tech Gathering, who’s slashing the web’s carbon footprint.

In this episode, we’re unpacking how to build lean, green websites—ditching bloated code and energy-hogging videos. Matt drops jaw-dropping stats, like a homepage pumping out 360 tons of CO2 a year, and gets real about his autism and ADHD, fuelling his chaotic-creative hustle.

What You’ll Learn

• Green Web Hacks: Trim code and media to cut emissions.
• Carbon Truths: Why your site’s secretly killing the planet.
• AI’s Toll: How data-heavy sites spike emissions.
• Profit & Planet: Sustainable sites that boost your bottom line.

Matt’s proof that eco-friendly websites aren’t just nice—they’re a must, built pixel by relentless pixel.

Marketing Vs The World is produced by Urban Podcasts.

Curious about cracking the wild beast of Amazon marketing? I’m diving into the chaos with Michael Doroszuk, Holistic Search Senior Manager at Colgate-Palmolive, back by demand after last year’s agency-brand breakdown.

In this episode, we’re unpacking Amazon’s ad ecosystem, SEO quirks, and sales hacks—a raw guide for brands hungry to shine. Michael’s spilling the unfiltered truth on why it’s his favourite playground, from vendor-seller tangles to balancing paid ads with organic grit.

What You’ll Learn

• Amazon Ad Playbook: How brands can boost visibility without burning cash.
• SEO Survival: Tricks to outsmart Amazon’s search and rise up.
• Vendor vs. Seller Smackdown: What setup wins for your hustle.
• Review Power: How one review or bad delivery can flip everything.
• Organic Grit: Blending ads with hustle for lasting impact.

Michael’s proof that winning on Amazon isn’t a fluke—it’s a grind, built step by relentless step.

Marketing Vs The World is produced by Urban Podcasts.

In this episode of Marketing vs The World, host Abbie Dando chats with Gareth Dunlop, a seasoned UX expert and entrepreneur, about the critical balance between desirability and usability in user experience design. Gareth shares practical insights on designing digital products that create desire while ensuring ease of use, alongside his experience of building and selling two successful marketing agencies.

In this episode, Abbie and Gareth discuss:

Gareth Dunlop’s Background

Transition from a computer programmer at a major Irish bank to a UX pioneer.

Growing and selling two marketing agencies, including the challenges and rewards of these ventures.

His shift from leading teams to working independently as a consultant.

What Is User Experience (UX)?

Definition: How a user feels when interacting with a product or service.

The holistic approach to creating digital experiences that influence user behaviour.

Examples of good and bad UX in everyday apps and websites.

Why UX Matters More Than Ever

The evolution of UX as a discipline since the early 2000s.

COVID-19’s role in accelerating businesses’ focus on digital experiences.

Why organisations need to shift from monologue-style marketing to user-driven dialogues.

Designing Great UX: Desirability vs Usability

Desirability: Creating want through emotional connection and brand perception.

Usability: Making it easy for users to achieve their goals.

Examples of high-desirability brands like Taylor Swift and Apple, and their strategies for balancing desirability with convenience.

Why focusing solely on usability can limit the emotional pull of your product.

Measuring UX and Building a Business Case

How to benchmark your current website or app performance using tools like Google Analytics and Hotjar.

The importance of qualitative research to complement data insights.

Building a case for UX investment by showing potential business gains and the cost of poor user experiences.

Lessons in Growing and Selling Agencies

Preparing for Sale: Gareth’s focus on running his businesses professionally, keeping operations clean, and being ready for acquisition opportunities.

Navigating a Sale: Insights from selling his first agency and proactively seeking buyers for his second.

Post-Acquisition Challenges: The importance of integrating cultures, processes, and tech stacks after a sale.

Key Takeaways From This Episode

For UX Success:

Desirability and Usability Work Together: Create desire while ensuring simplicity to achieve the best user outcomes.

Start Small: Use affordable tools like Hotjar and surveys to gather insights, even on a tight budget.

Put Users First: Focus on solving user needs and behaviours, not just achieving business objectives.

For Entrepreneurs:

Run Clean Operations: Keep your business professional and transparent to attract potential buyers.

Stay Ready: Treat every day as preparation for a possible acquisition, even if you’re not actively seeking one.

Take Your Time: Wait for the right opportunity to sell, but ensure your business is always in great shape.

What You’ll Get From This Episode

This episode offers valuable insights into the psychology of user experience, tips for improving digital products, and actionable advice for entrepreneurs considering...

In this episode of Marketing vs The World, Abbie sits down with Nick Houchin, Marketing Director at Musto, to explore the art of safeguarding an iconic heritage brand. They discuss Musto’s remarkable 60-year journey, its innovative product development, and the importance of staying true to the brand’s DNA amidst modern marketing challenges. Nick also opens up about his sailing roots, the joys and pressures of his role, and the strategies he uses to balance professional and personal life effectively. 

Whether you're a marketing professional, a fan of iconic brands, or just looking for inspiration on balancing a demanding career with family life, this episode is packed with insights and actionable takeaways. 

What you'll learn in this episode:

Musto’s Heritage and Innovation: 

The origin story of Musto, founded by Olympic sailor Keith Musto in 1964. 

How the brand’s ethos of protection and performance has led to industry-leading product innovation. 

The journey from creating technical sailing gear to expanding into the outdoor and country lifestyle markets. 

Safeguarding an Iconic Brand: 

Nick’s role in protecting Musto’s heritage while planning for the future. 

The balance between taking risks and staying true to the brand’s DNA. 

The challenges of navigating new marketing trends without compromising brand identity. 

Building Strong Relationships with Influencers: 

Musto’s long-standing partnership with Zara Tindall and its impact on brand credibility. 

How Musto nurtures long-term relationships with ambassadors who embody the brand’s values. 

The importance of integrating feedback from ambassadors into product development. 

Sustainability in the Retail World: 

How Musto tackles the challenges of creating durable, sustainable products in a competitive retail market. 

Musto’s repair services and commitment to extending product life to reduce environmental impact. 

The role of recycled fabrics and science-based targets in driving sustainable innovation. 

Balancing Work and Personal Life: 

Nick’s tips for mastering the art of being present at work and home. 

The conscious decisions he’s made to separate work and personal life, including his no-phone-in-the-bedroom rule. 

The power of small routines, like reading before bed and exercising, to maintain mental clarity and balance. 

Key Takeaways: 

Stay True to Your Brand: Always anchor your decisions in the brand’s core values and history. Without a strong foundation, chasing trends can lead to dilution of the brand identity. 

Build Long-Term Relationships: Invest in nurturing relationships with ambassadors and influencers who align with your brand values, rather than constantly seeking new faces. 

Sustainability Matters: Durability, repairability, and sustainable materials aren’t just good for the planet—they’re essential for building trust with today’s consumers. 

Be Present and Intentional: Balance work and life by creating boundaries, developing routines, and recognising what energises or drains you. 

Connect with Musto and Marketing vs The World: 

• Musto: Musto.com 
• Follow Musto on Instagram: @mustoclothing 
• Follow Nick Houchin on LinkedIn:...

In this episode of Marketing vs The World, Abbie Dando sits down with Natasha Hill, Managing Director and Co-owner of Bottle, to explore how PR can influence every stage of the funnel—not just brand awareness. They delve into the evolving landscape of digital PR, its impact on SEO, and how to integrate it across marketing strategies. On a more personal note, Natasha shares her experiences pushing herself outside of her comfort zone, both professionally and personally, and why it’s important to keep growing. Listen in for insightful strategies on PR, and tips on how to challenge yourself in both work and life.

In this episode, Abbie and Natasha discuss:

Natasha Hill’s Career Journey

Natasha’s path from working at a large agency in direct marketing to becoming the Managing Director of Bottle.

How she transitioned from in-house marketing roles to co-owning a digital PR agency.

The challenges and triumphs of completing a management buyout just before the pandemic.

Demystifying PR: Traditional vs Digital PR

What PR really means and the difference between traditional and digital PR.

Digital PR for SEO: Why PR isn’t just about brand awareness, but also plays a crucial role in driving organic traffic and search engine rankings.

How forward-thinking brands like Gusto and AXA Healthcare are using PR for both fame-building and SEO.

PR’s Role Throughout the Marketing Funnel

Fame, Findability, and Fulfilment: How PR influences every part of the funnel from brand awareness at the top to driving conversions at the bottom.

Fame-building campaigns vs. findability efforts: How campaigns are designed to boost brand visibility and improve SEO rankings through strategic media placements and backlinks.

Examples of how Bottle uses PR to create integrated strategies for clients, with the AXA Healthcare "Sleep Hub" campaign as a case study.

Evolving Trends in PR and Search

The rise of TikTok as a search platform and its implications for brands.

How to leverage TikTok insights for PR, even in sectors like B2B.

Why Google isn’t dead and how search continues to evolve alongside new platforms.

Stepping Outside Your Comfort Zone

Natasha’s personal journey of joining a hockey club despite having no experience and how it helped her form new connections and build confidence.

Her ongoing quest to reignite her creative side through painting, and the challenges that come with stepping into new hobbies later in life.

The importance of continuing to learn and grow, even when life feels more settled.

Key Takeaways From This Episode

PR is more than just media coverage: It’s a strategic tool that can drive traffic, build authority, and influence all parts of the marketing funnel.

Digital PR matters: Don’t overlook the impact PR can have on your brand’s SEO, particularly through strategic backlinks and well-placed media stories.

Push yourself personally as well as professionally: Whether it’s joining a new sports team, picking up an old hobby, or even solo travel, stepping outside your comfort zone helps you grow.

Integrated marketing is key: For the best results, ensure PR, SEO, and social strategies are working together.

What You’ll Get From This Episode

This episode will help you better understand the value of PR in both traditional and digital landscapes, particularly how it integrates with SEO to impact your brand’s overall visibility and authority. Natasha’s personal stories will also inspire you to step out of your comfort zone and take on new challenges, both professionally

In this episode of Marketing vs The World, host Abbie Dando sits down with Ash Pollak, founder of Teodophobes, to explore the art of storytelling in marketing. Ash explains why brands, particularly in B2B, must move away from traditional advertising and instead focus on entertaining their customers to build authentic connections. Ash also shares his insights on living and working remotely in Ibiza and the importance of community in both business and life.

In this episode, Abbie and Ash discuss:



Ash Pollak’s Background

Ash’s career journey from running a production company to founding Teodophobes.

His pivot from the creative world to startups during COVID, and how this experience shaped his storytelling expertise.

Why Storytelling Matters

The human instinct for storytelling and why it’s crucial for modern marketing.

B2B’s missed opportunity: Why B2B companies are competing with entertainment, not just other brands, and how they can stand out by focusing on storytelling rather than dry, feature-based messaging.

Entertaining vs. Advertising

The growing distaste for traditional marketing.

The importance of entertainment in connecting with customers on a deeper level, rather than simply bombarding them with ads.

Insights from Liquid Death’s marketing approach: Why no one wants to be "marketed to" anymore.

Bringing Storytelling into Business

How brands can start integrating storytelling into their strategies.

Ash’s approach to problem-solving workshops, involving diverse teams from sales to HR, to identify content opportunities that truly resonate with customers.

The process of creating a customer journey that focuses on building relationships rather than hard selling.

Challenging B2B Norms

How B2B brands can break away from boring, sales-driven campaigns and embrace entertaining cultural content that engages their audience.

Success stories: How sales teams can use storytelling content to engage with hard-to-reach customers and turn cold leads into deals.

Remote Work and Community

Ash’s personal journey of moving from London to Ibiza, and how remote work has changed his business model.

The importance of building a strong community, whether working remotely or in-person, and how this fuels creativity and business growth.

Practical tips for those thinking about making the move abroad and how to balance virtual and in-person work.

Key Takeaways From This Episode

Entertainment is key: Don’t just sell to your customers, engage and entertain them to build lasting relationships.

Human connection: Both customers and colleagues are humans first—embrace their real-world experiences and challenges when creating content and strategies.

Be bold, not reckless: When it comes to marketing, doing the same thing over and over is a bigger risk than trying something new and creative.

Embrace process: Storytelling and creative thinking are part of a process, not a quick fix. Be patient, dig deep, and look at the bigger picture.

What You’ll Get From This Episode

This episode will help you rethink your approach to marketing, especially if you’re in B2B. Ash’s insights on storytelling, community building, and embracing creativity will inspire you to stop selling and start connecting with your audience in a more meaningful way. You’ll also learn practical tips on working remotely, building strong professional relationships, and managing a balanced lifestyle.

Subscribe & Connect:

Stay updated...

How do some people master social media algorithms while we’re just double-tapping memes? In this episode, Tash Courtenay-Smith—strategist, non-exec director, and algorithm geek who’s been outsmarting platforms since the early days joins me.

From Google to TikTok (24 million views, anyone?), Tash spills how she did it. Spoiler: it’s not viral luck—it’s grit, consistency, and reading the rules.

What You’ll Learn

• Algorithm Basics: How Tash outranked giants on Google with just a book and sheer will.
• TikTok Grind: Why 10 months of showing up beat chasing quick fame—24M views later.
• Low-Cost Content: How she cuts editing costs with an offshore team and AI tools.
• Neurodiversity Edge: Why her autistic focus became her secret weapon.
• Rulebook Wins: Follow the platform’s instructions—sounds boring, works like a charm.

Tash proves success isn’t luck—it’s built, step by stubborn step. She’s real about the slog—flat numbers and dreaded live streams.

Packed with no-nonsense tips, this one’s a goldmine!

Marketing Vs The World is produced by Urban Podcasts.

What happens when a Mum with no business degree takes a kitchen-table idea and turns it into a £3.5 million beauty empire?

In this episode, I sit down with Lucy Pearce, the fearless founder of House of Amour, a DIY beauty brand that’s rewritten the rules of at-home glamour. Lucy’s not here with a polished pitch or corporate buzzwords—she’s bringing raw, unfiltered hustle, showing how she built a loyal tribe on social media that feels more like mates than metrics.

What You’ll Learn:

• From Hunch to Heavy Hitter: How Lucy spotted a gap in the beauty game and turned a DIY idea into a £3.5 million brand—without a business degree in sight.
• Cracking the TikTok Code: The secrets behind her viral success, and how she’s made at-home lash and nail treatments a must-have for her community.
• Building a Tribe, not a Following: Discover why Lucy’s social media strategy is less about faceless fans and more about real connection—and how you can do the same.
• The Power of Grit Over Glamour: Why raw honesty and community vibes have outshone slick marketing in growing House of Amour.
• Motherhood Meets Million-Pound Dreams: Lucy gets candid about the chaos of balancing kids and a skyrocketing business, from warehouse tantrums to midnight meltdowns. She shares how embracing the mess has fuelled her resilience and kept her grounded.

Our conversation is packed with practical takeaways for anyone looking to turn a side hustle into something massive, plus an honest peek at the rollercoaster of building a business while keeping it real.

Lucy’s story is messy, inspiring, and a brilliant reminder that the best empires start with nerve, not a textbook.

Marketing Vs The World is produced by Urban Podcasts.

What happens when you combine the complexities of running a franchise with the challenges of growing in a competitive digital landscape?

In this episode, I sit down with Danny Hall, founder of FSE Digital, to explore the ins and outs of franchise marketing in 2025. Danny shares his expert insights on how franchises can thrive with the right local SEO strategies, optimise Google My Business listings, and create a powerful social media presence. He shares the dynamics between franchisors and franchisees and provides actionable tips for improving local marketing efforts and boosting franchise success.

What You’ll Learn:

• Local SEO for Franchise Growth: Discover how to optimise Google My Business and enhance local visibility to stand out in the competitive franchise market.
• Building Strong Franchisee-Franchisor Relationships: Learn how clear communication and strong partnerships between franchisors and franchisees can drive marketing success.
• Effective Social Media Strategies for Franchises: Find out how to leverage social media to engage local communities and franchisees.
• The Power of Partnership Marketing: Understand how collaboration between franchisors and franchisees can lead to more impactful marketing campaigns.
• Adapting to Change: Danny also shares his personal experience with empty nest syndrome, offering an honest look at how life transitions can impact both your personal and professional life. He shares how embracing change has opened new opportunities for growth, reflection, and deeper connections.

This episode is full of practical advice for franchise owners looking to level up their marketing efforts, with a heartening perspective on navigating life changes and staying connected to your core values.

Marketing Vs The World is produced by Urban Podcasts.

How can TikTok’s SEO strategies boost your brand visibility?

In this episode, I sit down with Victoria Douglas from Curious Social, a seasoned social media consultant, to explore how TikTok’s powerful search capabilities are reshaping brand connections.

Vic shares how TikTok is more than just an entertainment platform—it’s a discovery tool that can significantly elevate your brand, as long as you know how to harness its features.

What You’ll Learn:

• How to Harness TikTok for Visibility: Learn how TikTok’s algorithm and search function can help your brand cut through the noise in a crowded market.
• Why Authenticity is Key: Discover how genuine, relatable content can foster deeper connections with your audience and drive engagement.
• Content That Works: Why businesses should focus on creating content that is entertaining, educational, and solves problems, rather than just optimising for search.

Vic also shares her personal journey navigating both ADHD and perimenopause, offering anhonest and relatable insight into how these life experiences impact her daily life and work. She discusses the challenges of maintaining focus and productivity while managing both conditions, and how embracing self-awareness and adaptability has allowed her to turn these challenges into strengths.

This episode offers actionable advice for brands looking to use TikTok for more than just trends—it’s about building authentic, lasting relationships.

Marketing Vs The World is produced by Urban Podcasts.

How can a solid brand strategy and personal resilience transform both your business and your life? In this episode, we sit down with Adam, co-founder of Pink Leopard and Studio 3.5, to explore why refining your brand strategy is essential as your business grows.

Adam explains that brand strategy should be an ongoing focus, offering insights on how understanding your ‘why’ leads to greater clarity, focus, and success, both professionally and personally.

What You’ll Learn:

• How to Refine Your Brand Strategy for Growth: Why a strong, evolving brand strategy is crucial for businesses in the £2–15 million range to create a lasting foundation for success.
• How to Use Your ‘North Star’ to Guide Decision-Making: The importance of having a clear guiding principle that helps you stay on track and make better, more informed decisions for long-term goals.
• Why Branding Should Be Treated as a Long-Term Investment: Understanding why building a brand is an ongoing process that brings clarity and ensures your business thrives over time.
• How to Navigate Personal and Professional Loss: Adam shares his experience of coping with grief during the pandemic, offering insights on how to manage personal struggles while balancing work and family life.

This episode provides practical steps for refining your brand, building resilience, and finding strength through both personal and professional challenges.

Marketing Vs The World is produced by Urban Podcasts.

In this episode of Marketing vs. The World, host Abbie Dando sits down with Jake, Managing Director at Curated, to discuss why 2025 might be the year your business should take a step back to take a step forward. Jake shares his unconventional journey into leadership, his experience of transforming Curated into a consultancy-driven agency, and why adopting a holistic, connected marketing strategy is crucial in today’s fast-paced world.

On a personal note, Jake reflects on the challenges of balancing professional success with finding time to “just be” amidst life’s constant demands. It’s an inspiring and insightful conversation for marketers, business owners, and anyone striving to strike the perfect balance.

Jake’s Career Journey

• From football coaching and university to leading a behaviourally driven marketing agency.
• How operations and marketing work hand-in-hand to drive success.

Why Businesses Need to Take a Step Back

• The importance of stepping back to review business and marketing strategies.
• How Curated’s framework—Enhance, Expand, Evolve—guides businesses towards sustainable growth.

Key Marketing Insights for 2025

• Why short-form video content will dominate platforms like TikTok, YouTube Shorts, and Instagram Reels.
• The growing importance of SEO-driven content that prioritises user intent across platforms (not just Google).
• Why businesses must connect paid media with organic content to ensure long-term ROI.

Personal Reflection: Finding Time to “Just Be”

• Jake opens up about the struggle to slow down and enjoy life amidst work, family, and daily pressures.
• The importance of setting boundaries and prioritising personal well-being.

Key Takeaways:

• A strong, connected strategy is essential for sustainable success—don’t operate in silos.
• Balance is key: businesses need both quick wins and long-term planning to thrive.
• Set boundaries to create space for personal reflection and well-being.

If you enjoyed the discussion about managing time and reducing "micro stresses," check out this insightful podcast: The Top Things Doctors Are Missing & Why We Are Sicker Than Ever.

Subscribe & Share

Enjoyed this episode? Don’t forget to hit follow and share it with a colleague or friend who might benefit. Join us every other Monday for more inspiring discussions and practical marketing tips.

Got questions or want to connect? Connect with our host Abbie on LinkedIn or Instagram and let us know your thoughts on this episode.

Marketing Vs The World is produced by Urban Podcasts. 

In this episode of Marketing vs. The World, host Abbie Dando chats with Michael Bird, Head of Audio at a US-based tech company, about the power of podcasting for brands. Michael shares his journey into audio, insights into launching a successful podcast and why this medium is a game-changer for businesses.

Michael Bird’s Background

Michael shares his non-linear career path, which took him from retail sales to IT support, marketing and eventually audio. He reflects on his first brand podcast and how his love for audio evolved through hosting a local radio show. Now, as Head of Audio, Michael oversees global podcasting initiatives and shares lessons from creating standout brand podcasts.

Why Brands Should Launch a Podcast

Podcasts are a unique channel, allowing brands to engage audiences at times no other content can—like during commutes or while completing chores. Unlike blogs or videos, podcasts don’tdemand undivided attention, offering long-form engagement that builds loyalty and trust. A well-produced podcast can enhance brand authenticity, establish thought leadership and act as a versatile vehicle for campaigns and events.

Building the Business Case for Podcasts

Michael explains that podcasts provide a powerful opportunity to capture an audience in moments other channels can’t, create deep, long-term brand engagement and complement existing marketing efforts, including live events and campaigns. While direct lead generation can be challenging, podcasts excel at top-of-funnel awareness and thought leadership.

What It Takes to Launch a Great Podcast

Starting small but planning meticulously is key, according to Michael. Creating a pilot episode can help refine the format and set expectations. He highlights the importance of strong production values, including sharp editing and pacing and ensuring that content is entertaining and engaging for the target audience. Brands may benefit from partnering with experienced producers to elevate the quality of their podcasts.

Trends in Podcasting

Michael notes that video podcasting is becoming increasingly important, with platforms like Spotify and YouTube investing in this format. AI tools are simplifying editing and production, but authenticity will remain vital. The podcast landscape is also maturing, with fewer shows but higher production values and audience expectations.

Michael’s Advice for Aspiring Podcasters

Michael advises anyone thinking of launching a podcast to build a solid plan before they start. Understanding the audience, setting clear goals and crafting a strategy are all critical to making a podcast stand out. Starting with a pilot episode can help test concepts and refine the format. He emphasises the importance of focusing on entertaining and serving the audience, rather than just promoting the brand.

Michael’s Thoughts on Parental Leave

Michael shares his experience with an exceptional parental leave policy, which allowed him six months off for both of his children. He reflects on how the policy supported his family, strengthened his parenting partnership and fostered loyalty to his employer. He believes businesses should recognise the transformative impact of parental leave on employees andfamilies.

Key Takeaway

“Put thought into your podcast. Don’t just hit record—build a plan, define your goals and focus on creating content that truly entertains and engages your audience.”

Subscribe & Connect

Don’t miss an episode of Marketing vs. The...

In this episode of Marketing vs The World, host Abbie Dando chats with Paulo Andraus, tech SEO expert and creator of the SEO Game Show. Together, they dive into the importance of technical SEO and share actionable tips for businesses. They also explore Paulo’s experiences as an immigrant in the workplace.

Paulo Andraus’ Background and the SEO Game Show

• Paulo shares his journey from Brazil to Canada, then Germany, and back to Canada, as he built a career in tech SEO.
• Introduces the SEO Game Show: a quiz-show format that blends SEO expertise with charitable giving.
• Each episode features SEO experts answering questions for a chance to win money for charity.
• Open to participants and sponsors who want to get involved—visit SEO Game Show.

What Is Technical SEO?

• Paulo explains technical SEO as building a strong relationship with Google’s robots to help them:
• Understand your website.
• Find the content you want to rank for.
• Avoid indexing irrelevant parts of your site.
• Technical SEO involves crawling, indexing, and ensuring site performance aligns with Google’s standards.

Why Technical SEO Matters

• Technical SEO ensures Google can crawl and index your site correctly.
• Mistakes in key areas, like the robots.txt file, can block your site from being crawled.
• Without proper tech SEO, businesses:
• Rely heavily on creating more content to sustain traffic.
• Risk losing visibility and rankings due to undetected technical issues.

Common Challenges Without Technical SEO

• Businesses may block critical areas (e.g., staging sites) from being indexed.
• Issues like outdated sitemaps or broken internal links hurt discoverability.
• Overlooked problems during website migrations can lead to traffic drops post-launch.

Who Should Own Technical SEO?

Small businesses (1-10 employees):

• Use tools like Google Search Console to monitor basic technical health.
• Assign technical SEO checks to your developer or a freelancer.

Medium businesses (11-50 employees):

• Have one dedicated SEO specialist who can handle all areas of SEO, including technical.

Large organisations (50+ employees):

• Build an SEO team with specialised roles for technical, on-page, and off-page SEO.

Impact of AI on Technical SEO

• Google’s Search Generative Experience (SGE) changes how content appears in search.
• Businesses must decide whether to block or embrace Google’s use of their content for AI purposes.
• Adjusting page templates for AI-focused queries can improve visibility but may sacrifice direct traffic.

Schema Markup: Is It Necessary?

• Schema markup helps Google understand your content by tagging key details (e.g., product prices, reviews).
• Paulo highlights its importance for competitive markets, but cautions it doesn’t guarantee more traffic—only improved presentation in search results.

Getting Started with Technical SEO

• Use Google Search Console to identify crawlability, indexing, and performance issues.
• Tools like Screaming Frog or Dragon Matrix help crawl sites and visualise technical health.
• Platforms like Shopify or Wix often have built-in SEO tools for easy management.
• Resources like Aleyda Solis’ Learning SEO provide step-by-step...

How does a brand remain vibrant for 20 years while transforming lives through cycling? In this episode, I sit down with Adrian Warren, Director of Cyclescheme, the UK’s top cycle-to-work provider, as they mark their 20th anniversary. Adrian reveals how Cyclescheme evolved from a small Bath bike shop into a movement that’s empowered over a million employees to cycle to work.

We dive into Cyclescheme’s growth, the marketing strategies that motivate employers and employees to adopt cycling, and how content drives their mission. Adrian shares insights on keeping the brand dynamic, his personal journey to becoming a passionate cyclist, and leading a purpose-driven team, highlighting how Cyclescheme has reshaped behaviours and created a lasting impact.

Marketing Vs The World is produced by Urban Podcasts.

How do you navigate organisational change and build strategic partnerships? In this episode, I’m joined by Emma Duke and Chaya Mistry, communications experts who empower in-house teams to lead change and influence stakeholders. From their unique blend of coaching and PR expertise, they share how to overcome resistance, foster trust, and drive impact in today’s fast-evolving business landscape.

What You’ll Learn

• Human-Centred Leadership: Put people at the core of change.
• Strategic Influence: Build partnerships through listening and presence.
• Overcoming Barriers: Navigate red tape with curiosity and coaching.
• Systemic Thinking: Align teams for organisation-wide impact.

Emma and Chaya’s insights reveal how curiosity and connection can transform challenges into opportunities, one conversation at a time.

Marketing Vs The World is produced by Urban Podcasts.

How do you turn a kitchen experiment into the UK’s top collagen brand? In this episode, I am joined by Darcy Laceby, the 27-year-old co-founder of Absolute Collagen, who built a beauty empire with her Mum, Maxine. From a quirky art project at 19, Darcy sparked a direct-to-consumer hit, growing from a £350,000 first year to millions, even landing in Boots stores.

What You’ll Learn

• Authentic Storytelling: Craft brands with heart.
• Community Love: Build trust that lasts.
• Smart Growth: Use feedback to soar.
• True Grit: Lead with purpose and warmth.

Darcy’s story shows that heart and hustle can change the game, one sachet at a time.

Marketing Vs The World is produced by Urban Podcasts.

Can marketing drive real change? Join me as I sit down with Shannon Walker, founder of Social Disruption, who’s revolutionising brand storytelling with purpose. From her Caribbean roots in a close-knit family, Shannon shares her pivot from luxury PR to building a business cantered on impact.

We dive into digital fatigue and why audiences crave authentic, inclusive narratives—think stories championing disability, culture, and community. Her bold challenge to rethink brand influence will spark your creativity.

What You’ll Learn

• Purposeful Storytelling: Craft campaigns with authentic impact.
• Inclusive Narratives: Amplify diverse voices in marketing.
• Ethical Influence: Navigate the industry with integrity.
• Community Connection: Harness the joy of giving back.

Shannon’s proof that marketing can be a force for good, built one powerful story at a time.

Marketing Vs The World is produced by Urban Podcasts.

Email marketing’s a powerhouse, and in this episode of Marketing vs. the World, I chat with Jamie Woodbridge, co-founder of The Inbox Club, about why it’s a must for businesses. With 4.5 billion users and killer ROI, Jamie, a former sales guy turned email guru, breaks down how to nail newsletters—think sharp segmentation, punchy CTAs, and emails that actually get opened.

Jamie also gets real about his mental health struggles, from anxiety and depression triggered by a high-stress job to finding balance with help from his wife, a supportive GP, and exercise. His story’s a raw reminder to keep it human in the grind, blending pro tips with a nudge to rethink email and your own well-being.

Marketing Vs The World is produced by Urban Podcasts.

Curious about Gen Z’s digital habits? In our new Monday Clicks Minis, I talk with Isabella Chang, a 15-year-old on work experience at Monday Clicks, passionate about business, sports, and baking.

With lots of buzz around how Gen Z searches and shops, Isabella reveals surprising insights on what fuels this generation and how brands can shine in a crowded digital landscape.

Marketing Vs The World is produced by Urban Podcasts.

Google’s AI Mode is shaking things up in the UK, but it’s not curtains for search - it’s a chance to get smarter. In this episode, I’m spilling the tea from our team’s experiments and what we’ve learned from the US rollout: lean into richer content, sharper tech tweaks, and amplify your PR and social game to keep shining.

It’s all about going deep with content - think detailed FAQs, authentic author bios, killer image optimisation, and homepage journeys that feel effortless. As consumer habits shift, weaving SEO with real, heartfelt storytelling is how brands pop. AI might scrape the web, but it’s human spark and know-how that make the difference. I’m here to walk you through the chaos with honest insights and a nudge to keep creating boldly.

Google’s AI Mode is shaking things up in the UK, but it’s not curtains for search - it’s a chance to get smarter. In this episode, I’m spilling the tea from our team’s experiments and what we’ve learned from the US rollout: lean into richer content, sharper tech tweaks, and amplify your PR and social game to keep shining.

It’s all about going deep with content - think detailed FAQs, authentic author bios, killer image optimisation, and homepage journeys that feel effortless. As consumer habits shift, weaving SEO with real, heartfelt storytelling is how brands pop. AI might scrape the web, but it’s human spark and know-how that make the difference. I’m here to walk you through the chaos with honest insights and a nudge to keep creating boldly.

Marketing Vs The World is produced by Urban Podcasts.

Is AI rewriting the rules of SEO? In this episode, Marius Tudor, Senior Digital Marketing Manager at National Express joins me, to dive into AI-driven search and its impact on brands. We explore how tools like Google’s AI Overviews and crawler-blocking tech are pushing brands toward richer content like video to stay visible.

Marius shares strategies for future-proofing your brand’s visibility and loyalty by optimising SEO for conversational AI queries, adapting to shifting user behaviour, and leveraging platforms like TikTok as search engines for younger audiences.

Marketing Vs The World is produced by Urban Podcasts.

How do fashion brands retain customers in a competitive, budget-tight market? In this episode of Marketing vs the World, Naomi Davies, founder of NMD Marketing, shares her expertise in fashion retention strategies. With roots in luxury accessories and a fine art degree, Naomi built her agency focusing on Klaviyo email marketing and paid ads. We explore the challenges of rising ad costs, lean teams, and delivering results on tight budgets, emphasising the importance of listening to customers.

Naomi believes in crafting a unique brand voice, using smart segmentation, and creating timely email automations to personalise customer journeys. She warns against over-segmentation and shares tips on using lo-fi, user-generated content for Meta ads to build authentic connections.

Marketing Vs The World is produced by Urban Podcasts.

Can AI really deliver SEO content that ranks without turning into soulless spam? In this episode, I’m joined by Tom Winter, founder of SEOwind, a SaaS platform blending AI with human insight to craft content that nails Google’s elusive EEAT (Experience, Expertise, Authoritativeness, Trustworthiness).

Tom, a decade-long SEO veteran and self-proclaimed “dinosaur,” shares his refreshingly grounded take on why AI content often flops and how to fix it.

What You’ll Learn

• AI’s Limits Exposed: Why instant AI content perfection is a myth. 
• The Cyborg Method: Combine human insight and AI for standout results. 
• EEAT Mastery: Prioritise measurable quality over keyword stuffing. 
• Process Unpacked: Scrape competitors, build rich briefs, and refine drafts. 

Tom dives into SEOwind’s meticulous approach and the crowded AI startup landscape, revealing why treating AI as a teammate, not a magic wand, is the key to authentic, scalable content.

Marketing Vs The World is produced by Urban Podcasts.

I’ve been dying to dive into how PPC is evolving in 2026, and Ben Williams is the perfect person to break it all down.

In this episode of Marketing vs. the World, I chat with Ben, founder of Tiedot, a PPC and data analytics agency that's all about making sense of the madness. We get into the new rules for AI search, automation that's changing everything, and attribution that's finally getting smarter but why human intelligence is more crucial than ever.

What We Unpack

- AI Search Revolution: How generative AI is flipping PPC on its head, and the tools you need to stay ahead without getting lost in the hype.  

- Automation's Double Edge: The pros (faster, smarter campaigns) and cons (losing control if you're not careful) of letting machines run the show.  

- Attribution in 2026: Why old models are dead, and the new ways to track what actually drives results in a cookie-less world.

Ben's take is a refreshing reminder: yes, the machines are coming, but your brain is still the best tool in the kit. If you're in marketing and feeling the AI pressure, this one's a game-changer.

Marketing Vs The World is produced by Urban Podcasts.

If white papers really are “dead”, why do the right ones still change businesses, conversations and careers?

In this episode, I sit down with Antonia Taylor, founder of Antonia Taylor PR & Communications, to challenge one of marketing’s most persistent myths. Together, we explore why white papers haven’t lost their power and how they’ve simply drifted away from their original purpose.

Drawing on Antonia’s newly launched and widely praised white paper Being Seen, we unpack how thought leadership has quietly had a renaissance, why so much B2B content has become overly sales-led, and what happens when brands are brave enough to stand for something meaningful.

What We Explore

Why White Papers Fell Out of Favour: We reflect on how white papers shifted from thought leadership to lead-capture tools and why that stripped them of impact.

Starting With Purpose, Not Promotion: Antonia shares why Being Seen wasn’t created as a sales asset, but as a purpose-driven piece of work and why that’s exactly what gave it traction.

How to Choose the Right Topic: We explore why the strongest white papers come from where you want your authority to be in the future - not where your business sits today.

Launching a White Paper Properly: From events and PR to social, podcasts and partnerships, we unpack why a white paper deserves a full campaign - not a quiet PDF drop.

As we wrap up, one thing becomes clear: white papers still matter - not because they generate leads, but because they create clarity, authority and belief. When done well, they help smaller brands level the playing field, give leaders a platform to stand on, and open up conversations that genuinely move industries forward.

Marketing Vs The World is produced by Urban Podcasts.

If blue links are no longer the main event, how do we make sure our brands are still found?

In this end-of-year episode, we take a step back to reflect on how SEO has shifted through 2025 and, more importantly, where it’s heading in 2026. As we’re already building strategies for clients, we wanted to share what we’re seeing, what’s changing, and where we believe businesses should focus their efforts next.

I sit down with Andy Toon, Head of Search here at Monday Clicks, to unpack the evolving search landscape - from Google’s AI Overviews and AI Mode, to LLMs like ChatGPT, and the growing role of social platforms as search engines in their own right. Together, we explore what this fragmentation means for marketers, business owners and leadership teams planning for the year ahead.

What We Explore

How Search Really Changed in 2025: We reflect on a year where organic search became more crowded than ever, with ads, shopping results, AI summaries and visual content often pushing traditional rankings further down the page.

Why Brand Matters More Than Ever: We share why strong brand signals, PR and visibility across channels are becoming essential trust indicators in both traditional and AI-driven search environments.

Content in an AI-Saturated World: We discuss why “more content” isn’t the same as “better content”, how human insight and research create differentiation, and where AI tools genuinely help versus where they dilute value.

Our 3 Priority Areas for 2026: If budgets are tight, we outline where we believe businesses should focus:

- Technical foundations (including schema)

- Persona-led content strategies

- Brand-building through PR and standout campaigns

As we wrap up, one message is clear: SEO in 2026 isn’t about chasing the latest shiny platform. It’s about strengthening the fundamentals, understanding where your audience actually searches, and showing up consistently across a far more complex landscape.

What should food and drink brands actually be doing in 2026 when every journalist’s inbox is drowning in AI-generated noise?

In this episode of Marketing vs. the World, I sit down with Amy Bendall, Managing Director of Suffolk-based PR agency Pier, to decode the strategies that will still cut through the noise next year. From the death of the generic press release to the rise of values-first storytelling, micro-influencers who actually eat the product, and why your agency’s reputation now matters as much as your brand’s.

What You’ll Learn

- AI Is Coming for Your Pitch: Why journalists are blacklisting agencies that spam AI nonsense, and how real relationships are the only antidote.

- Values Over Volume: The shift from blanket coverage to purposeful, authentic stories that align with what consumers actually care about in 2026.

- Digital Is Non-Negotiable: Even bricks-and-mortar brands need to own the search results, because if you don’t tell your story, AI (or a competitor) will.

Amy’s parting shot is blunt and brilliant: AI isn’t going anywhere - so if you’re not telling the world who you are and what you stand for, someone (or something) else will do it for you.

Marketing Vs The World is produced by Urban Podcasts.

What if the brands making us feel confident under our clothes are the ones mastering the most intimate, dialogue-driven marketing of all?

In this episode, I reunite with old agency friend Jonita Otter-Richardson, founder and MD of Upshot PR. From growing up in a family lingerie manufacturing business to launching a specialist agency during lockdown, Jonita lifts the lid on the unique bubble of intimate and swimwear PR - from body-positive campaigns and size-inclusive storytelling to why this category demands deeper audience understanding than almost any other.

We explore what’s working right now: the shift from “talking at” consumers to real two-way conversations, the power of community over influencers, and why knowing your audience inside-out is the ultimate marketing superpower.

What You’ll Learn

- Audience First: Success in lingerie and swimwear isn’t about flashy tactics - it’s about understanding real lives, bodies, and confidence gaps before choosing a single channel.

- Dialogue Over Dictation: Why the most effective campaigns spark genuine conversations, not monologues and how brands like Parade and Savage X Fenty nail it.

- Niche Magic: The joys (and challenges) of a category built on empowerment, inclusivity, and trust plus why Jonita calls it the “loveliest” corner of fashion to work in.

Jonita’s parting wisdom is simple yet game-changing: know your audience so deeply you become part of their world - only then will they let your brand into theirs.

Marketing Vs The World is produced by Urban Podcasts.

Picture your inbox lighting up at 3am - not with spam, but with the chilling news that your entire customer database has just walked out the back door.

In this episode, Abbie chats with Daryn Hesketh, founder of Dark Knight and a 27-year cybersecurity veteran who’s evolved from hands-on engineer to risk consultant. Daryn demystifies the surge in attacks on retailers and businesses, shares war stories from the trenches, and explains how AI is reshaping both threats and defences.

We break down the realities of managed services, compliance pitfalls, and why befriending your IT team could be your best shield.

What You’ll Learn

- Everyday Armour: Simple steps like multi-factor authentication and cyber insurance that turn vulnerabilities into fortified defences without breaking the bank. 

- AI Double-Edge: How tools like penetration testing accelerators empower protectors, even as attackers wield them for faster, smarter exploits. 

- Human Firewall: The irreplaceable role of trust, training, and personal service in cybersecurity—because tech alone can’t outsmart evolving threats.

Daryn's grounded insights are a reassuring call to action: in a world of escalating digital dangers, staying vigilant and human-centred keeps the bad guys at bay while letting businesses thrive.

Marketing Vs The World is produced by Urban Podcasts.

What if luxury branding isn’t about exclusivity anymore, but connection?

In this episode of Marketing vs. the World, I am joined by Natalia Chappell, founder of NC & Co., to unpack what’s really working in the world of luxury marketing. With years of experience across fashion and e-commerce Natalia brings a grounded, no-fluff perspective on what it takes to make a luxury brand thrive today.

We explore how the definition of “luxury” has shifted, why authenticity now matters as much as aspiration, and the crucial role of holistic marketing strategies.

What You’ll Learn

- Evolving Luxury: How modern luxury brands blend aspiration with accessibility through storytelling and authenticity.

- Holistic Strategy: Why connecting all your marketing channels matters more than ever for sustainable growth.

- Playful Branding: How leaning into creative content - especially on platforms like TikTok and Meta can unlock new audiences.

Natalia’s journey is also a powerful reminder of what’s possible when women lead with clarity, creativity, and courage. Her honest reflections on female-founded businesses and investment show why the industry needs more women at the top.

Marketing Vs The World is produced by Urban Podcasts.

How do you turn one 90-minute football match into a year-long global movement?

In this episode of Marketing vs. the World, I sit down with James Maden, the content marketing lead behind Soccer Aid for UNICEF. From Premier League press rooms to Rugby World Cups and even the NHS vaccine campaigns, James’ journey is anything but ordinary. Now, he’s driving the content engine for one of the UK’s biggest annual charity events - Soccer Aid - which has raised over £120 million for children worldwide.

We dive into the unique challenge of building a year-long content strategy around a single annual event, what it takes to manage a campaign with global stars like Idris Elba, Usain Bolt, and Jill Scott, and how to balance creativity with data when every post could make a difference for UNICEF.

What You’ll Learn

- Content at Scale: How to plan, produce, and deliver thousands of posts and hundreds of videos for one campaign without losing consistency or quality.

- The Art + Science Mix: Why content success comes from balancing creativity with analytics and why the simplest clips often outperform the polished ones.

- Work + Life Balance: James’ honest take on parenting, purpose-driven work, and finding calm in the chaos when deadlines and nursery drop-offs collide.

Soccer Aid may only last 90 minutes on the pitch, but James shows us how the right strategy, team, and purpose can make the impact last all year round.

Marketing Vs The World is produced by Urban Podcasts.

What if design wasn't about aesthetics at all-but about empathy?

In this episode Abbie is joined by Karl Randay, Experience Director at 383, to explore why human-centric design is the edge marketers can't afford to ignore. With a career spanning design, strategy, and digital transformation, Karl shares how putting people-not platforms-at the centre creates work that resonates, engages, and lasts.

We unpack how businesses can move beyond surface-level branding to design experiences that truly serve their audiences. From accessibility and inclusivity, to testing and iteration, to breaking down silos between design and marketing, Karl reveals the frameworks and mindset shifts that elevate campaigns into meaningful connections. Along the way, he shares stories from the field and practical advice for marketers looking to embed empathy into every touchpoint.

What You'll Learn

- Human-Centred Thinking: Why empathy, inclusivity, and accessibility are non-negotiable in modern marketing.

- Practical Frameworks: How testing, iteration, and collaboration sharpen design impact.

- Beyond Aesthetics: Why the best design isn't about looking good-it's about solving problems for real people.

Karl's insights remind us that when we design with humans in mind, we don't just create better marketing-we create better experiences that make a difference.

Marketing Vs The World is produced by Urban Podcasts.

Is YouTube the new Google for brands?

In this episode of Marketing vs. the World, Abbie sits down with Stuart Stubbs, founder of Navigate Video, to uncover how businesses can dominate online through the power of YouTube. With two decades of experience in digital video, Stuart shares how brands can move beyond treating YouTube as a dumping ground for ads and instead harness it as a true search, engagement, and conversion platform.

What You’ll Learn

- Search Power: Why YouTube is now the world’s second biggest search engine and how brands can show up where their audiences are looking.

- Content Strategy: How to balance Shorts, long-form videos, and playlists with a consistent cadence that keeps viewers engaged.

- Brand Growth: Practical ways to measure value beyond views and build authentic, trust-driven channels that convert.

Stuart offers practical advice on making content discoverable through titles, thumbnails, and timestamps, while also explaining why cadence and commitment matter more than chasing “viral” hits. He shares how YouTube can drive sales, boost brand authority, and create deeper connections with audiences when done with intention.

Marketing Vs The World is produced by Urban Podcasts.

When we talk about “expanding into Europe,” it can sound neat and tidy on a slide deck, but the reality is far more specific and human.

In this episode, I sit down with Dutch SEO specialist Maikel Schrik to unpack what it really takes for a UK brand to show up, be trusted, and convert in the Netherlands. We get into how Dutch customers think, what they actually care about on a page, and why a direct, no-frills approach often beats polished brand storytelling.

If you’re eyeing the Dutch market, this conversation will help you avoid guesswork and focus on what works.

What We Explore

- Dutch Buyer Mindset & Price: Why Dutch consumers prioritise clarity, fair pricing, and straight-to-the-point information over emotional brand stories.

- Localisation & Domains: How native Dutch content, smart domain choices, and even a local address can make or break your visibility and trust.

- SEO Foundations & Tools: The three-pillar SEO approach Maikel uses in the Netherlands and the tools and tracking he relies on to measure what really matters.

What was clear is how simple the Dutch market sounds on paper and how easy it is to get wrong in practice. You cannot just copy and paste a UK strategy and hope it lands. You need native language, local signals, and a real respect for how Dutch customers make decisions.

Marketing Vs The World is produced by Urban Podcasts.