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This episode of The Next Round podcast is absolutely jam-packed with wisdom, insight, foresight and advice from a man who describes arriving at his current post as Direct Line Groupâs Marketing and Digital Director as the result of a lot of happy accidents, and always landing jam-side up after some early challenges.
Mark Evans compellingly takes us through the transformation and disruption facing both the insurance sector, DLG as a legacy brand and the marketing function as a whole, ably guided by podcast host, AARâs Robin Charney.
The power of heritage brands and the role of neuroscience; the benefits of being creatively bold; the importance of a blended model in a modern marketing ecosystem and how the CMO has the hardest job of the entire C-Suite are all covered in this packed enchilada of a podcast. Or should that be pizza?
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Host Robin Charney welcomes FMCG marketer Caroline Hipperson to the latest episode of The Next Round podcast. After stints at Unilever, GlaxoSmithKline, Bacardi and Holland & Barrett, Caroline arrived at pladis Global as Chief Marketing Officer UK&I on the eve of the COVID-19 pandemic and is currently responsible for brands such as McVitieâs, Carrâs and Jacobâs, to name but a few!
With the emphasis on fast, Caroline explains the main challenges facing the FMCG sector today and how such rapid and seismic change can provide the perfect opportunity for creative marketers to thrive.
Caroline discusses how a rich heritage helps with brand authenticity, but only if you stay relevant; how collaboration is at the heart of their recent marketing transformation; why long-standing agency relationships are key to both business and brand success; the growing importance of DEI and sustainability, and why curiosity is the main attribute if you want to work in Carolineâs team.
You can also hold Caroline personally responsible for the fact you can never eat only one McVitie's Milk Chocolate Hobnob.
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Fehlende Folgen?
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Host Robin Charney is joined by the CMO of the Recruiting Group for The Army, Nick Terry, in this episode of The Next Round podcast. Nick is part of the senior leadership team thatâs transformed Army recruitment, delivered against commercial targets and rebuilt its reputation as the exemplar of public/ private partnerships, not to mention producing some of the most visible, most talked about and most awarded creative work of the last few years.
Charged with generating north of 100,000 applications each year, Army recruitment has had to shift gear along with focus as a result of a shrinking youth population, societal change, a highly competitive job market and the pandemic. Can better audience segmentation, emotional not just rational messaging, an engaging campaign platform, a focus on the candidate journey and a commitment to bold, brave marketing drive this original brand with purpose onto a successful Next Round? We certainly think so.
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Host Robin Charney is joined by a guest sheâs been stalking since Series 1: BMWâs Marketing Director, Michelle Roberts.
Over two decades at the brand, Michelle has experienced huge transformation in both the automotive sector, with a shift to electro mobility and an ever-increasing consumer focus on sustainability, and within marketing itself, with the move to digitalisation, personalisation and focus on ROI.
For a brand over a century old with a rich heritage as sector pioneers, itâs essential that innovation continues as BMW moves to the future with customers, and marketing, well and truly at the heart of the business.
We may need to wait just a little longer for those flying cars, though!
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Host Robin Charney is joined by the current Chair of The Marketing Society; a man whose CV boasts some of the coolest jobs in Marketing, Craig Inglis, for this episode of The Next Round podcast. Stints at Thomson Holidays and Virgin Trains preceded 12 years at one of the nationâs most beloved brands, John Lewis and Partners, before Craig moved onto his Next Round late last year.
Throughout his time at John Lewis, Craig has overseen seismic shifts in both retail and marketing, with the digital acceleration forcing legacy brands to redefine their entire DNA. Hear how building emotional as well as rational affinity, putting staff at the heart of the customer proposition and rebranding for a tech-facing future has placed John Lewis in a position of strength for its next challenge. And how creativity, content, editorial perspective and differentiation will be the battlegrounds for brands over the next decade.
Donât panic! Thereâs the obligatory Christmas Ad anecdote in there, too!
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Series 3 of our popular podcast returns with a bang as host Robin Charney chats history, brand values, creativity and generosity of spirit with the Marketing Director for Cadbury, Benazir Barlet-Batada. The current custodian of a 200 year old brand, Benazir shares how responsibility for continuing the fantastic legacy of stand-out marketing constantly feels like making that difficult second album; how the upcoming High Fat Sugar Salt legislation is keeping her up at night and how the progressive values instilled in the brand by founder John Cadbury in 1824 helped successfully navigate both a recent brand reset and a global pandemic.
Thereâs also an unorthodox piece of interview advice for any budding marketers out there.
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The Next Round, AARâs podcast about marketing transformation and the evolution of our most famous heritage brands, is back!
Featuring inspirational stories from much-loved brands such as Cadbury, John Lewis and Partners, BMW, The Army, Pladis (owner of McVitieâs) and Direct Line Group.
First episode drops on Tuesday 12 October!
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In this episode, Robin has the pleasure of speaking with Alison Jones, Customer Director at Coop. A cornerstone of our high street since 1844, the Coop has encountered, and crucially survived, many challenges over the years, largely thanks to its clearly defined brand purpose and values. Hear how those values helped support both colleagues and communities during the pandemic, how theyâre actively taking the brand to a younger, health conscious, socially aware market and how the pioneering Coop Live Arena project in East Manchester ties innovation with those core Coop values around ethics, community member value and benefits.
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In those heady days before lockdown, Robin spent some quality time with âgirl crushâ Margaret Jobling talking about the challenges of âturning the oil tankerâ that is British Gas âinto a speed boatâ in her then role as CMO of Centrica (sheâs now CMO of NatWest). How do you keep a 200-year-old institution as market leader in a sector disrupted by nimble, tech-lead innovative brands? How does a product first organisation pivot to become customer first? And how do you change the culture of such a large, complex business to embrace their âHere to solveâ mantra? All this and critical advice on paw-renting two very different dogs in this weekâs episode.
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In this episode, Robin talks with CMO of Smart Tech at Vodafone Pamela Brown about the challenge of launching a brand new product in a pandemic; her hatred of the term âInternet of Thingsâ; the fight to keep a heritage business relevant in a hugely competitive market and her vision for the future of telcos and smart devices. Pamela also shares why keeping calm, staying grounded and having fun are vital, especially in these difficult times.
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With over 300 years of legacy proving both a blessing and a curse, Alex Naylor, MD of Communications at Barclays, is fighting on many fronts: with neo banks around CX; with other big retail banks for their very survival and with the threat of financial services aggregators transforming customer relationships forever. In this episode, Alex talks about the power of ideas, how creativity is about joining the dots in unexpected ways and how COVID has reinforced his belief in the art of the possible and the triumph of human endeavour in the hardest of times.
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In this episode, Robin gets to chat with someone from her home town! Robin and Ira Dubinsky, Director of Innovation and Customer Experience at KFC, have a fun and very warm chat about food from home, where his inspiration comes from, the importance of a true founders story, what modern customer experience should be and how to start a movement to get poutine on the menu at KFCs in the UK.
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In the opening episode of Series 2, Robin has the pleasure of speaking with the inspirational Karen Blackett OBE. Karen juggles two extremely senior roles at Group M and WPP with being a single mum and championing diversity and inclusion throughout the industry. Here, Karen talks about how WPP is in an evolution not a fight; the key learnings about leadership in a pandemic, her hope for more equity in top global roles, how diversity is good for the soul and for the bottom line and why now is the time for every organisation to put race on their agenda if we are to achieve sustainable change. Itâs a call to arms and a fantastic listen, and we can all learn something from Karenâs authenticity, passion and experience.
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In this weekâs episode, we have the pleasure of talking to Rachel Eyre of Sainsburyâs. As Head of Future Brands, Rachel and her team are bringing the best of startup food and drinks products to their 27 million weekly customers. We talk crickets to kombucha, and how Sainsburyâs scale and depth of marketing experience is one of their greatest assets. We also hear whoâs keeping her up at night and why being able to lead change might well be the most important skill for any innovator.
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In this weekâs episode of Fightback, Robin speaks with Stephen Scott (Scottie), Chief Digital Officer at Avios. They cover off a whirlwind of topics including how the loyalty sector is evolving, why Avios is moving to a product led organisation, where Agile and Design thinking fit into their evolving target operation model and why itâs better to go through people than around them to drive change. Oh and how Scottie is not quite ready to trust in electric aircraft for a safe landing!
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In this weekâs episode we meet Nick Tate, Head of Next at GSK. We talk about finding meaning in your job, how large corporates such as GSK have a responsibility to impact the world around them in a positive way, and how being nosey is a foundational skill for success in innovation.
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In this weekâs episode, Robin speaks with Craig Foster of Homeserve where we find out what happens when you have an ambitious CEO, a curious new MD and a marketing guy that moves to the shed in the car park. We talk about the importance of being clear on what business you are truly in, and the failure that can come with ignoring the changing market around you as well as ways to overcome the sucking sound of the core.
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In this episode, Robin speaks with Jeremy Smith from NatWest. Itâs an amazing glimpse into NatWestâs unique venture model, as well as an important lesson in having the right executive buy-in and sponsorship and a great discussion about why London is the world leader in fintech startups. We also touch on how Open Banking is driving innovation, how to grow new brands both from the inside and through partners and why co-location away from the mothership is super important.
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In this episode, Robin interviews Rich Corbridge, Director of Innovation and Dave Robinson Head of Data and Personalisation at Boots. In this lively chat, they talk about the future of the high street chemist and their recent launch of in store video GP consultation; their âwillful disruptionâ innovation approach; the cultural changes they are spearheading including the permission to fail; their work with the NHS; their approach to data and loyalty, and how they work with partners from Microsoft to startups to win their fightback. They finish up with a few predictions and a wish list of innovations they wished theyâd been part of.
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