The Persuasion Game – Details, episodes & analysis

Coming soon, a brand new podcast all about the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Hosts Laura Halliday and Simon Garnett from The Forge chat with those who have mastered the art of influence. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.

In this episode, Simon and Laura dive into the evolving premium spirits category to learn about the consumer motivations behind alcohol purchasing decisions. They are joined by Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory, who shares insights on consumer planning, luxury goods spending, and brand marketing strategies.  Paul discusses how consumer behaviour is shifting towards quality over quantity, the role of effective storytelling in brand marketing and authentic brand purpose in marketing. The episode also touches on how modern social trends influence purchasing decisions and how brands can navigate these changes. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Simon and Laura are joined by Alex O'Rourke, co-founder of Locksmith and experienced marketer. Together, they explore the challenges and strategies of self-promotion and navigating societal barriers as a woman in the workplace. Alex shares her knowledge as a transformational life coach and delves into issues including the importance of creating a personal narrative.  With insights into the DISC profiling tool and personal anecdotes about overcoming professional hurdles, she offers valuable guidance on how individuals can successfully self-promote for personal and professional growth.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Laura Halliday and co-host Adam Rowles discuss some of Burger King’s most impactful marketing campaigns with Katie Evans, Chief Marketing Officer of Burger King UK.  Operating in the highly competitive UK quick service restaurant sector, Katie shares how Burger King behaves like a challenger brand to create maximum impact with its communications versus its competitors with much larger media budgets.  She talks about the roles of authenticity, agility and insight in starting meaningful conversations with the public. And she reflects on Burger King UK’s latest campaign ‘Bundles of Joy' which featured mums eating Burger King after birth - where the conversation took on a life of its own… Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge

In this episode, Simon and Laura are joined by marketing professional Grant McKenzie to explore the evolution and innovation in the world of alcohol-free beverages. The conversation covers overcoming market skepticism, strategic rebranding, and positioning non-alcoholic beers as positive lifestyle choices linked to sports and health benefits.  They also delve into future trends, including regional successes, flavour experimentation, and the growth of adult soft drinks like kombucha. Tune in for a comprehensive look at the marketing journeys, resilience, and future potential in the non-alcoholic drinks industry. Episodes are released bi-weekly. Follow us on LinkedIn for updates. For more of our thinking visit thisistheforge.com This is an 18Sixty production for The Forge.

In this episode, Laura Halliday and co-host Adam Rowles are joined by Nick Graham, an esteemed leader with senior roles at PepsiCo North America and Mondelēz. Nick shares his expertise on how iconic brands like Pepsi and Cadbury have adapted their strategies to stay relevant in a fast-changing world. They explore the power of nostalgia, storytelling, and emotional connection in creating meaningful campaigns that resonate with audiences. Hear how Nick helped Pepsi rediscover its “timeless spirit” tapping into nostalgia that so many people can connect with such as in the 1980s-inspired logo redesign. Then with Cadburys, hear how the ‘Cadbury’s Gorilla’ ad was a “lightning in a bottle” moment that shaped expectations for subsequent campaigns and how they embraced the value of generosity to reshape its marketing. Nick also reflects on the evolving role of consumer insights in today’s AI-driven landscape and why human connection remains at the heart of great marketing. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. *** Links Paula Hamilton VW ad 1987: https://www.youtube.com/watch?v=gKQIUJOr1GA  VW ‘Gas station’ ad 1996: https://www.youtube.com/watch?v=lso-fQIR_M8  John Lewis, ‘Always a Woman’: https://www.youtube.com/watch?v=jYOsWWKHZVw

In this festive episode of The Persuasion Game, hosts Laura and Adam embark on a Christmas special where they tackle some common festive dilemmas but with a twist - they’ll be using marketing insights from past guests.  Drawing on their discussions with previous pod guests Jane Buck, Grant Mckenzie, Paul Thomas, Katie Evans, Nick Graham and Alex O’Rourke they explore family traditions, gifting, creating an inclusive holiday atmosphere and more. Packed with practical advice, heartwarming stories, and festive cheer, this episode offers valuable tips on leveraging persuasion techniques for a joyful and harmonious Christmas. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge. CREDITS Carol of the Bells: https://www.youtube.com/watch?v=z7iJpBB9BE4 Donna and Blitzen, Badly Drawn Boy: https://www.youtube.com/watch?v=EerNlcxBJyU Santa Claus is Comin’ to Town, Bruce Springsteen: https://youtu.be/76WFkKp8Tjs?si=JOwHOfLPFg67r6Xy The Forge’s Christmas playlist: https://open.spotify.com/playlist/2au2pvCou8vVQ7v2ndnvUi?si=P2WnhFejRqKl64mu2yC23A&pi=e-sHopt66yQqeP&nd=1&dlsi=6c525ede627644ec Season 1, Episode 4 of This Way Up, courtesy of Merman Productions and Channel 4: https://www.youtube.com/watch?v=SzFiWuJj1u8 Etsy, Where’s Waldo?/Where’s Wally? Courtesy of DreamWorks Distribution Ltd: https://www.youtube.com/watch?v=eYgOUJIgd7c The Gifting Hour | John Lewis & Partners | Christmas Ad 2024: https://www.youtube.com/watch?v=55ghIHTaRzM

In this episode of The Persuasion Game, Laura Halliday and co-host Adam Rowles interview Jane Buck, Global Head of Innovation at Cadbury.  Jane is a seasoned expert in innovation with an extensive background at major brands including Mondelez and Unilever where she launched and scaled the €1BN+ personal care brand Love Beauty & Planet Jane discusses her unique approach to brand development, explaining how she integrates consumer insights with visionary thinking to drive innovation, how she spots patterns and opportunities, and the importance of balancing short-term actions with long-term vision in corporate settings. The conversation also covers her time co-founding and launching natural skincare brand REN which Unilever eventually acquired. Finally, Jane shares her perspective on leadership, emphasising the need to push teams beyond their comfort zones and the value of holding hypotheses in a fluid, patient manner. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this insightful episode, hosts Laura and Simon discuss sustainability with Joss Ford, founder of Enviral, a communications agency dedicated to combatting boring sustainability stories. Joss shares his journey into sustainability, the challenges of effectively communicating it, and the importance of integrating it into business strategies.  They explore the dynamics within NGOs and corporations, the balance between progress and perfection, and the impact of engaging creative approaches. The conversation also touches on the importance of addressing absolutist positions and fostering collaboration for meaningful change in the sustainability landscape. Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.

In this podcast episode, hosts Adam and Laura engage in a lively conversation with Imme Ermgassen, co-founder of Botivo, a non-alcoholic, “big sipping” aperitivo. They discuss Imme’s unique approach to brand building including breaking the non-alc category rules by creating a pleasure-focused product. She discusses the challenges in educating consumers and category buyers and the tactics she has used to create awareness and drive trial. This is a fascinating discussion with a visionary entrepreneur and brand-builder at the top of their game.  Episodes are released bi-weekly. Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn Want to know more about us? Visit our website here: thisistheforge.com This is an 18Sixty production for The Forge.