Episodes
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Hello again! We are glad you have returned! Welcome back to the Rocket Fuel podcast. Where James (your host) talks with an interesting guest from the world of youth marketing, culture and audience. Today your guest is social media manager superstar Xandrina Allday. She is amazing! She has a new book out that she has authored featuring letters from the current gen social media manager to the next gen social media manager. James even has his own letter in the book where he takes a lesson from the past and how it can be relevant today and for the future. As well as talking about the book we talk about all kinds of aspects of being a social media manager. We chat around what her views of platforms such as X aka Twitter are. We find out what makes a good social media manager. And then at the end as we always do, we ask Xandrina Allday, social media manager, for her rocket fuel!
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wearerocket.co.uk/
Contact Xandrina on LinkedIn (linkedin.com/in/socialmediatips)
Buy a copy of her book here https://www.waterstones.com/book/dear-social-media-manager/xandrina-allday//9798328637374 or https://www.amazon.co.uk/Social-Media-Manager-Xandrina-Allday/dp/B0D7D5DVYK
Rocket Fuel is the industry podcast bought to you by Rocket Audio and the team at the award winning Rocket Youth & Parent Marketing Experts
It is Hosted and Produced by James Erskine
Produced and Edited by Jake Aspey (linkedin.com/in/jakeaspey/)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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Good news! You are still on the right feed. Today we talk with potentially the future answer to the creator economy in terms of getting creators paid for their content within a timely manner and making sure they feel supported in their content. JD and Scott have been helping to building the tech and business behind this idea and they even have acquired the support of none other than Simon Cowell! Lounges tv hopes to be the next big platform where creators new and established will want to host their content and live streams. So we chat about that and what their plans are to make that happen. We talk about the future of whats big and next for the platform and we find out more about how Scott and JD got to this point. Then at the end as we always do we ask Scott and JD for their rocket fuels.
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Follow James @JamesErskine (x.com/jameserskine)
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wearerocket.co.uk/
Contact JD on LinkedIn (linkedin.com/in/jddonovan)
Contact Scott on LinkedIn (llinkedin.com/in/scott-green-23596314)
https://lounges.tv/
Rocket Fuel is the industry podcast bought to you by Rocket Audio and the team at the award winning Rocket Youth & Parent Marketing Experts
It is Hosted and Produced by James Erskine
Produced and Edited by Jake Aspey (linkedin.com/in/jakeaspey/)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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You found us again. And today we are sticking to what we know best, talking about youth audience with a young person. Ali Suleman is one of those young people that you meet, have a small conversation with and walk away thinking "that guy is gonna rule the world". In university he started a podcast with his friends from his class to help other people like him at university navigate the world of finance and hopefully land them a job. The podcast has become a HIT and now Ali walks into networking events at some of the biggest companies in the world and they are starting to know who he and his friends are. We talk to him about the journey of the show. Where could it go. Why it is even called Dumb Money and then at the end we do what we always love to do is we as Ali Suleman of the Dumb Money Podcast for his rocket fuel.
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Follow James @JamesErskine (x.com/jameserskine)
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wearerocket.co.uk/
Contact Ali on LinkedIn (linkedin.com/in/ali-suleman)
https://linktr.ee/thedumbmoneyshow
Rocket Fuel is the industry podcast bought to you by Rocket Audio and the team at the award winning Rocket Youth & Parent Marketing Experts
It is Hosted and Produced by James Erskine
Produced and Edited by Jake Aspey (linkedin.com/in/jakeaspey/)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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WE ARE SO BACK! That is right your favourite podcast about youth culture, youth audience and youth marketing is back on your feeds! In the 1st episode of season 6 we talk to maybe one of the biggest household names there has been in the world of publishing. Guinness World Records is a company that in 2025 will be celebrating its 70th year and we are talking to Nicholas Brookes who is the Marketing Director behind the brand. We talk with him about his journey and how he ended up marketing a book about some of the craziest things that happen around the world. We talk about the history of the brand and where it is going. And then most importantly James asks Nicholas Brookes for his rocket fuel!
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Follow James @JamesErskine (x.com/jameserskine)
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Follow James on LinkedIn (linkedin.com/in/jameserskine)
Follow Rocket on LinkedIn (linkedin.com/company/thebigshot)
wearerocket.co.uk/
Contact Nicholas on LinkedIn (linkedin.com/in/nicholasbrookes)
https://www.guinnessworldrecords.com/
Rocket Fuel is the industry podcast bought to you by Rocket Audio and the team at the award winning Rocket Youth & Parent Marketing Experts
It is Hosted and Produced by James Erskine
Produced and Edited by Jake Aspey (linkedin.com/in/jakeaspey/)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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In our 1st of something a bit new we are launching a yearly bonus episode between seasons. This is what we are calling Retro Rocket Fuel! It will feature an episode from the back long followed by James's take on how thing may or may not have changed in the world since then and if the our guests rocket fuel stands the test of time or not.
In our retro episode we take you back to 2019/20 just before the world changed dramatically. James (the host) Erskine spoke to James (the guest) O'Malley!
James O’Malley is a technology and politics freelance journalist.
At the time of broadcast this is what we wrote about James and the episode:
“The problem with being a technology journalist is, these days, you’re basically an everything journalist.”
Technology has become so ubiquitous throughout modern society that it now pervades every nook and cranny of our lives. Of course it has afforded us amazing benefits, but luxuries are not without their costs; we use technology, but it, in turn, uses us. As such, James O’Malley has made it his mission to report and document on how technology catalyses change in the world.
Having been the editor for Gizmodo UK for two years, as well as having written for publications such as WIRED and The Spectator, James has become an expert at discussing technology and culture. He has reported on how TfL breaches privacy, the horrors of China’s social credit system, and even coded a free-to-use Trump notification bot.
Our discussion includes: how technology and politics affect our society, the importance of data, healthy skepticism, and TikTok confusion.
This is James O’Malley’s Rocket Fuel.
Don't for get to stick around after to hear thoughts from James (the host) as he reflects on his discussion with James (the guest) and what can we learn and still apply to today.
Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Contact James O'Malley on LinkedIn (linkedin.com/in/james-o-malley-5a83164)
James's Substack https://takes.jamesomalley.co.uk/
Rocket Fuel is the industry podcast bought to you by Rocket Audio and the team at the award winning Rocket Youth & Parent Marketing Experts
It is Hosted and Produced by James Erskine
Produced and Edited by Jake Aspey (https://www.linkedin.com/in/jakeaspey)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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In this special bonus episode of Rocket Fuel James is taking a back seat and we have the amazing Managing Partner of Rocket Sophie Thirwell hitting the mic and being our host for this International Womens Day special. Sophie will be talking with 3 members of the Rocket Team about their experiences in their specialist fields. 1st we will have Chelsea Baldwin who is one of our Campaign Managers who also works in making content too. She will be talking you through how audiences today view IWD and how brands are reacting to the conversation. Next we are chatting with Olwyn our Paid Media Specialist. She will be telling us all about herself and her 10 year long experience in the industry whilst also being a mother and how this has influenced her thoughts on how we should be talking to women in campaigns. Then we go to one of our latest hires here at Rocket, Denise Louise Barzey Riley who is one of our Senior Campaign Managers and heads up our Publishing clients. She will be talking about her experiences as a self professed people manager and how the talk of diversity has changed in industries that talk to a female audience.
We will be back with Season 6 of Rocket Fuel later in the year! Don't forget if you liked this to give it a review and a rating on your podcatcher of choice it really does make a difference. And if you would like to be a guest reach out
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Follow Sophie on LinkedIn (https://www.linkedin.com/in/sophiethirlwell/)
Follow Chelsea on LinkedIn (https://www.linkedin.com/in/chelseabaldwin58/)
Follow Olwyn on LinkedIn (https://www.linkedin.com/in/olwynwalsh/)
Follow Denise on LinkedIn (https://www.linkedin.com/in/denise-louise-barzey-riley-a85b99b1/)
Follow Rocket @WeAreRocketHQ (twitter.com/wearerockethq)
Follow Rocket on LinkedIn (linkedin.com/company/thebigshot)
wearerocket.co.uk/
Rocket Fuel is the industry podcast bought to you by Rocket Audio the team at the award winning Rocket Youth & Parent Marketing Experts.
It is Hosted and Produced by James Erskine (https://www.linkedin.com/in/jameserskine/)
And Produced and Edited by Jake Aspey (https://www.linkedin.com/in/jakeaspey/)
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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In our final episode James get to be the radio geek we know him for with our guest George Butler who is not just a radio presenter on Fun Kids Radio breakfast show which is a station serving not just the latest tunes to an audience of 8-15 year olds but is ALSO the Head of Commercial Marketing at Bauer Media Group! James and George discuss his history of radio industry and where its going. They also chat about how commercial radio and the BBC compliment and provide together a fantastic audio eco system. They then get into how children today want to be talked too and why its important to makes sure you do. Then for the final time this season we here George’s rocket fuel!
Follow James @JamesErskine (twitter.com/jameserskine)
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Follow George @GeorgeCButler https://twitter.com/georgecbutler
Contact George on LinkedIn linkedin.com/in/georgecbutler
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
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On this penultimate (I know so sad) episode for this season of rocket fuel we chat with the Chief Fun Officer over at Griddly Kids… Yes that is their official title! James chats all things Griddly… who are they… where did they come from and why they think its so important to have education be fun for children! They also chat about STEM and how implementing activities in the category of can help children have a head start on learning with out realising that they are. Then we talk Reisa’s all important rocket fuel!
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Follow James @JamesErskine (twitter.com/jameserskine)
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Contact Reisa on Linkedin (linkedin.com/in/reisa-schwartzman-883059a)
Check out Griddly Kids at https://griddlykids.ca/
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Uju Asika is a writer, blogger and creative consultant. She is the author of Raising Boys Who Do Better: A Hopeful Guide for a New Generation (DK/Penguin Random House), Bringing Up Race: How to Raise a Kind Child in a Prejudiced World (Yellow Kite/Hachette UK) and the delightful picture book A World for Me and You, illustrated by Jennie Poh (Hachette Children's Group). She is also our latest guest on the rocket fuel podcast! James and Uju chat all things kids, parents, parenting and all things needed for being a modern parent content creator. We also chat the landscape of responsible content and her journey into being a successful author. Then talk about raising children and if dads are as good as mums or are they just a bit pants and why? Then we hear Uju give us their all important rocket fuel!
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Follow James @JamesErskine (twitter.com/jameserskine)
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Follow Uju @babesabouttown (https://twitter.com/babesabouttown)
Uju's books are available at Bookshop.org, Amazon, Waterstones and other good bookshops.
Hosted on Acast. See acast.com/privacy for more information.
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Nathaniel Hunter is someone who is taking play into the future. His company D1srupt1ve (no the 1’s are supposed to be there) partnered up with the toy giants Mego to bring back a classic some of our listeners may recognise. The 2-XL robot. It has had many forms over the years but this time its pushing the world just a little bit further with the thanks to AI. We talk with Nathaniel about AI ethics and the future of it. How it works in a family setting to improve mental health in a semi-screen free way to blend in to every part of a day from brushing your teeth to telling a joke. We talk about Mego and its history of pushing out innovative toys and always betting on the future of play. 2-XL even chimes in to have a chat with James as they go on a little adventure and James tries to see what the limits are… all in the name of research and children's safety. Then Nathaniel gives us their rocket fuel for todays episode.
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Follow James @JamesErskine (twitter.com/jameserskine)
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Contact Nathaniel on Linkedin (https://www.linkedin.com/in/nahunter/)
https://d1srupt1ve.wpenginepowered.com/
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We are on location! Yes how exciting we were at one of the most interesting events in the calendar year The Toy Fair in London. We went along and were very kindly guests of the kind people at Precise TV and we got chatting with them about what they do and how they help their clients reach audiences more effectively in a growing digital world. We then hit the floor and met up with Casdon the people behind your child's favourite real world role play activity be it Henry Vacuums, Dyson, DeLonghi espresso machines all made for children to learn about the world around them via play. We also met up with Craft Buddy a brand that is getting kids off screens and making art instead... more specifically crystal art and we learn about how they are talking to children today. Then in our final section of this incredibly special episode we talk with Xootz who are the people behind the kids getting out and about on all kinds of ride on toys from skateboards, scooters, electric vehicles and more and they along with all our other guests this episode of course give us their incredible insights and more importantly their rocket fuels!
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Check out Precise TV https://www.precise.tv/
Check out Casdon https://www.casdon.com/
Check out Craft Buddy https://www.craftbuddyshop.com/
Check out Xootz https://www.xootz.co.uk/
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Annie McCosker and Izzie Fernandes from the Community Youth Organisation FLAARE talk with James this week about how brands can connect with Gen Z audiences by including their voices to influence not just the marketing but the products and even the brands its self. How their Community Youth Organisation is making the entrepreneurs of the future where the talented young individuals can start creating their next business today. And then they also chatted about how brand and business can get involved with their Organisation and start making a difference to youth culture and being 1 step ahead of their competition by doing so. At the end we then hear Annie and Izzie give us their individual rocket fuel to show how well they work together
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Contact Annie on Linkedin (https://www.linkedin.com/in/annie-mccosker-b0a80216a/)
Contact Izzie on Linkedin (linkedin.com/in/isabellefernandes1)
https://www.flaare.org.uk/
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In this new season and latest episode of Rocket Fuel, B2B Marketing Manager at Student Beans, Harriet McCulley, shares insights into her professional journey, the dynamics of marketing to the Gen Z audience, and the importance of authentic brand communication. Harriet discusses her transition from journalism to digital marketing, her drive to become a T-shaped marketer, and her entrepreneurial endeavors. Speaking about her role at Student Beans, she highlights the emphasis on events marketing, social media, and a demand-generation approach. Harriet shines a light on important Gen Z trends like inclusivity, sustainability, and the desire for real-life experiences, highlighting the need for brands to stay authentic and relevant to the changing student demographic. Then for the 1st time this season we hear a rocket fuel by Harriet.
Bad Pepsi advert mentioned https://www.youtube.com/watch?v=uwvAgDCOdU4
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Contact Harriet on LinkedIn (linkedin.com/in/harriet-mcculley)
https://www.studentbeans.com/
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This week James talks to Richard Clare from Immediate Media and more specifically all the LEGO Magazines & MEGA where he is the editor
We take a deep dive into who is and why he LOVES magazines getting into the nitty gritty of how the magazine has developed and why somethings make look familiar to an older audience of the original MATCH magazine. We talk about how in a digital age what will the future of magazine be? Can they keep up? Is there a universal positive of magazines over screen time? And most importantly what is gonna happen to the gifts? Then we chitchat around his Rocket Fuel his one bit of advice he thinks he can offer to the wider world of youth marketing and also why he wants more farts in magazines.
This is the last episode of season 4 of Rocket Fuel. We will be back soon for season 5 and as normal better than ever. Thanks for all your support this season!
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Follow James @JamesErskine (twitter.com/jameserskine)
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Contact Richard on LinkedIn (https://www.linkedin.com/in/rich-clare/)
https://www.immediate.co.uk/
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A small word of warning this episode has some quite frank language and the occasional word bomb may be dropped.
This week James talks to Jamie East the presenter, broadcaster, punk singer and journalist. Who paved his way almost accidentally by being someone who was willing to look at what was there and tell them where they needed to go.
We take a deep dive into who is Jamie East and what makes him tick. We talk about the days Big Brother's Bit On The Side and what was Holy Moly and how did it create its place in a world where others were stuck in more "old media" tendencies. We also have a rather frank conversation about influencers and how they compare to celebrities past.
We chitchat around Jamie's podcast Smart 7 and why he decided to go full into podcasting over
We will be back fortnightly (that’s every 2 weeks) on Thursdays. We can’t wait for you to listen in.
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
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Contact Jamie on LinkedIn (inkedin.com/in/james-gilmore)
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Welcome back to Rocket Fuel!
This week James sits down with Rachel Beech. She and James go way back and catch up with Rachel's newest and best venture yet... We Are Fetch. An amazing app and network system revolutionising the way we all do the school run and more.
We talk to her about where she got started and why being a tech head helped her get ahead of the game and why working with todays younger humans is rewarding in multiple ways.
We also discuss We Are Fetch, why was it needed, how it works and ways its being used right now to make not only the school run and play dates easier to organise for parents and schools but also that more important part safer.
And then we ramble around the topic of parents as an audience to brands and how some but not all may not be reaching the full potential of a youth audience by just talking to the ones with the money. And then we move on to our headlining question of Rachel's Rocket Fuel where she has some amazing advice.
We will be back fortnightly (that’s every 2 weeks) on Thursdays. We can’t wait for you to listen in.
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Follow Rachel on Twitter (twitter.com/fetchingrach)
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Contact Rachel on LinkedIn (linkedin.com/in/rachelbeech)
https://www.wearefetching.com/
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Welcome back to Rocket Fuel!
This week James sits down with James Gilmore. A fascinating individual who is the Founder & Managing Director of leading teen media company W!ZARD Radio Media.
We talk to him about how and why this all started back 11 years ago from his bedroom as a kid.
We also discuss W!ZARD Radio Media what its is and what the future holds for it as they expand into the world of talent management and record labels and the challenges of having 2 brands that work side by side but with different things that are needed on a day to day to keep both ships running.
And then we ramble around the topic of radio and podcasts in an ever growing visual market world of the likes of social media and advertising.
We will be back fortnightly (that’s every 2 weeks) on Thursdays. We can’t wait for you to listen in.
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Follow James @JamesErskine (twitter.com/jameserskine)
Follow Rocket @WeAreRocketHQ (twitter.com/wearerockethq)
Follow Rocket on LinkedIn (linkedin.com/company/thebigshot)
wearerocket.co.uk/
Follow James on Twitter (twitter.com/thejamesgilmore)
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Contact James on LinkedIn (inkedin.com/in/james-gilmore)
https://www.wizardradio.com/
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Welcome back to Rocket Fuel!
This week James sits down with Ian Shepherd, founder of The Social Store and co-founder of Electrify Video Partners.
Ian has 20 years experience in the industry, working in commercial roles for companies including Disney, Universal Music, WarnerMedia and BT. Ian is a leader in the influencer marketing space, working with some of the world's most popular social media creators.
Ian and James talk early vision in the creator industry, commercialisation and growth. How far have we come, and what is next for the business of creators?
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Follow James @JamesErskine (twitter.com/jameserskine)
Follow Rocket @WeAreRocketHQ (twitter.com/wearerockethq)
Follow Rocket on LinkedIn (linkedin.com/company/thebigshot)
wearerocket.co.uk/
Follow Ian on Twitter (twitter.com/ishepherd)
Contact Ian on LinkedIn (linkedin.com/in/ishepherd)
https://www.thesocialstore.co/
https://www.electrify.video/
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Welcome back to Rocket Fuel!
This week James sits down with Hannah Witton.
An extraordinary podcaster, author, YouTuber and writer who has been creating content for more than 10 years.
We talk to her about her views on the being an "influencer" and how this has changed over the years.
We also discuss her work habits and practises she adopts day to day.
We ramble around the topic of new wave creators and perspective on how agencies and brands should be implementing their influencer marketing.
Our Head of Publishing at Rocket Georgia also joins to share her insight on influencer marketing as we move towards 2023.We will be back fortnightly (that’s every 2 weeks) on Thursdays. We can’t wait for you to listen in.
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Follow James @JamesErskine (twitter.com/jameserskine)
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wearerocket.co.uk/
Follow Hannah on YouTube (youtube.com/hannahwitton)
Follow Hannah on Twitter (twitter.com/hannahwitton)
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Contact Hannah on LinkedIn (linkedin.com/in/hannahwitton)
hannahwitton.com/Hosted on Acast. See acast.com/privacy for more information.
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This week we are with Alicia Liu.
Alicia is from Spring Grass which serves as the bridge between the west and China in terms of Youth Marketing.
We hear her insight on youth and parent audiences in China, recent behavioural trends and what they are looking for from brands.
We chat about technology and development and uncover similarities between the west and China. Using this insight, we also ramble around the topic of what it means for brands looking to enter the Chinese market.
Sophie, Head of Brands & Development from Rocket, also joins us to give you lucky listener her insights too.We will be back fortnightly (that's every 2 weeks) on Thursdays, we can't wait for you to listen in!
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Follow James @JamesErskine (twitter.com/jameserskine)
Follow Rocket @WeAreRocketHQ (twitter.com/wearerockethq)
Follow Rocket on LinkedIn (linkedin.com/company/thebigshot)
wearerocket.co.uk/
Follow Alicia on Twitter (twitter.com/alicialiu)
Contact Alicia on LinkedIn (linkedin.com/in/alicia-liu)
singinggrass.com
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