WFA's Better Marketing Pod with David Wheldon – Details, episodes & analysis

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WFA's Better Marketing Pod with David Wheldon

World Federation of Advertisers (WFA)

Business

Frequency: 1 episode/41d. Total Eps: 53

Hosted by WFA President David Wheldon, WFA's Better Marketing Pod in partnership with Meta looks at the marketing industry’s biggest stories and speaks to some of the industry’s most interesting characters who are shaping those stories.

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https://wfanet.org/leadership/better-marketing-pod-with-david-wheldon
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https://www.karmarama.com/
1 share
https://www.contagious.com/

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Score global : 47%

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Ep 44: Rory Sutherland on fat-tailed marketing and why creativity outperforms efficiency

Season 1 · Episode 44

Wednesday, November 26, 2025 • Duration 35:43

The biggest wins in marketing rarely fit into neat dashboards. Rory Sutherland joins us to unpack why creativity is “fat-tailed,” how a few outlier ideas create the lion’s share of value, and why short-term incentives push teams to optimise what’s easy to count rather than what actually compounds. From “member since” on a card to names on Coke bottles, we dig into billion-dollar ideas that cost little to make but transform loyalty, fame, and lifetime value.

David and Rory get honest about metrics and the bottlenecks they create. When every brand chases the same KPIs, platforms become toll roads and marketers pay rent for access. Rory argues for brand-specific measures that mirror your distinctive value, plus smarter routes to reach people without bidding wars, think influence, communities, and the “Cafe Nero” side door. They also contrast two economic worldviews: the tidy rational model that treats marketing as a cost, and the psychology-first approach that sees value as subjective, created in minds through service, design, and language.

The conversation ranges from call centres as underestimated value engines to why family-owned firms often excel at brand building. David and Rory explore how an efficiency mindset blocks innovation by forcing either-or decisions, and how relational capitalism, trust over time, not transactional maximisation, builds resilient brands. The practical pivot: don’t just sell outputs; sell how you think. In an AI age, the durable advantage is reframing problems and resolving false trade-offs, turning contradictions into strengths. If you believe in magic, you’ll notice it, nurture it, and let it power growth.

If this resonated, follow the show, share it with a colleague who needs a jolt of creative courage, and leave a quick review to help more marketers find us.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 43: Magnum Ice Cream's Leyal Eskin Yilmaz on Unilever, Minecraft ice cream and cultural relevance

Season 1 · Episode 43

Wednesday, October 1, 2025 • Duration 31:56

In this episode of the Better Marketing Podcast with David Wheldon, Leyal Eskin Yilmaz, CMO of Europe, UK, Ireland, Australia and New Zealand for the Magnum Ice Cream Company, shares insights on building a new marketing organisation as the business separates from Unilever.

Key points covered:

Creating a new company while running the business is like "building a new house while living in it".
Each geographic market shaped Leyal's leadership approach differently - Turkey (agility), US (scale), UAE (cultural nuance), Netherlands (systems thinking).
Turkish marketers excel globally because Turkey provides a "real-time MBA" with fast-changing markets and intense competition.
The new company balances global brands (setting ambition) with local jewels (providing cultural relevance).
Purpose remains central to the business strategy, with Ben & Jerry's setting industry standards.
Cultural relevance requires long-term partnerships, demonstrated by their Minecraft collaboration.
Inclusion and diversity initiatives focus on representation plus active sponsorship of diverse talent.
AI is transforming marketing more than any other business function, triggering creativity when used properly.
Modern CMOs need to embrace AI capabilities, actively shape culture, and position marketing as the business growth engine.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 34: On purpose-driven human progress, women empowerment and AI with Ulrike Decoene, AXA

Season 1 · Episode 34

Tuesday, September 3, 2024 • Duration 29:47

In episode 34 of the Better Marketing Pod, David Wheldon speaks to AXA Group Head of Communication, Brand and Sustainability, and a member of the AXA Management Committee, Ulrike Decoene.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 33: On how a YouTube music channel can help sell cars with Allyson Witherspoon, Nissan

Season 1 · Episode 33

Thursday, May 30, 2024 • Duration 25:39

In this episode of the Better Marketing Pod, David Wheldon speaks to Allyson Witherspoon, Global CMO of Nissan Motor Corporation about the electric vehicle race, why marketers should always put brand before product and how a YouTube music channel can help sell cars.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 32: On AI, sharing and scaling with Asmita Dubey, L'Oréal

Season 1 · Episode 32

Thursday, May 2, 2024 • Duration 31:13

In episode 32 of the Better Marketing Pod, David Wheldon speaks to L'Oréal's CMO, Marketer of 2023 and Global Marketer Week speaker, Asmita Dubey.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 31: On championing creativity with Claire Beale and Sonoo Singh, Creative Salon

Season 1 · Episode 31

Friday, March 29, 2024 • Duration 34:09

Creative Salon’s Claire Beale and Sonoo Singh on why clients should champion creativity, how to attract young talent and the future of the profession in a technology-driven world.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Better Marketing Pod 2023 key learnings

Tuesday, December 19, 2023 • Duration 21:24

This year we talked again to some of the brightest minds in the industry for our WFA podcast, bringing you tips and insights for better global marketing. As the year draws to a close, host David Wheldon gives his 2023 podcast highlights.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 30: On how to be a great senior leader with Jane Wakely, PepsiCo

Season 1 · Episode 30

Monday, October 23, 2023 • Duration 24:37

Understanding people, great (female) leadership and why diversity brings diversity of thought: in episode 30 of the Better Marketing Pod, host David Wheldon speaks with Jane Wakely, Chief Consumer & Marketing Officer and Chief Growth Officer, International Foods, at PepsiCo - and PepsiCo's first global CMO.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep 29: On what we can learn from emerging markets with Cristina Diezhandino, Diageo

Season 1 · Episode 29

Friday, September 22, 2023 • Duration 28:40

David speaks with the most recent WFA Global Marketer of the Year, Cristina Diezhandino, Chief Marketing Officer at Diageo, about the importance of creative precision, the role of emerging markets and Diageo's brand purpose.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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Ep. 28: On brand purpose with Alberto Levy, Grupo Bimbo

Season 1 · Episode 28

Wednesday, August 9, 2023 • Duration 38:06

David speaks with Alberto Levy, Global CMO at Grupo Bimbo, about brand purpose, company responsibilities and sustainability.

Subscribe to the WFA #BetterMarketing podcast on your preferred platform: https://bit.ly/41ZwqkF.

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WFA's Better Marketing Pod with David Wheldon – Details, episodes & analysis

Podcast details

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WFA's Better Marketing Pod with David Wheldon – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

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RSS feed quality and score

Publication history

Latest published episodes

Similar podcasts and content

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Apple Podcasts

Spotify

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Other4

Amazon1