Episodes
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âThe more people bring AI in-house the better it will be for the environmentââŠ
âYouâve got to spend the money to take advantage of the opportunity â and you can say but AI is free, but it isn't - that's just bad AIââŠ
âAI allows us to do the art of marketing without marketingâ âŠ
A slightly longer episode this week, but boy is it an interesting one! In this episode of Can Marketing Save the Planet we bring together two of the biggest conversations in the world today; AI and sustainability to find out if they are friend or foe. Joined by tech futurist Dan Södergren and sustainability guy, Russ Avery, we discuss questions around, is business and society responsible enough to use AI? Why AI policies a must for organisations - and, how can Marketers use AI in an informed and meaningful way?
As with any big subject matter we jump straight into the challenges and opportunities. When it comes to challenges we of course go straight to the environmental impact where Russ explains, âAI -driven data centers are projected to consume 90 terawatt hours annually by 2026, which will be a 10 -fold increase from 2022 levels, which is only three years ago. And for context, that's equivalent to the energy uses of some entire countries.â Only part of the story - but something we should all be aware of as we all look to AI and how it will increasingly become more prevalent in our lives.
Dan agrees that energy is definitely something we need to be aware of, but more importantly, âit's more the fact of what you do with it. En-masse if you just take it out by itself and you add it on to the marketing you're doing, then yes, by its very nature, you're going to be creating more problems because you are going to be using more energy. But on the whole, he believes AI can make the world a better place (caveat - if the good guys use it). The âfifth industrial revolutionâ also comes up a lot in this conversation, but youâll need to tune in to find out more.
We talk about the need for more education, upskilling and awareness. Training is another area that we keep coming back to. Russ talks about the need for education and using AI responsibly, âwe should not be using AI for socially useless mundane purposesâ â Take note Marketers! Dan agrees that education and understanding is critical if we want to be more productive and less wasteful. Both share hints, tips and ways we (Marketers) can all be using AI more effectively.
Russ believes that Marketers can use AI effectively if they âlean into their curiosity and understand the foundations of what you are usingâ, he goes on to explain, âI would just encourage Marketers to learn about the fundamentals of AI because it can only benefit your understanding how these things work and how they actually came aboutâ.
Dan talks about the need for better prompt engineering, an understanding of language models and, the need for culture change, moving away from specialisation and IP to considering, âhow does your organisation incentivise not just the use of AI, but actually incentivise the best practice use of AI? Say I've created a great prompt, what's in it for me to share that knowledge with the rest of the team? Now, that's something we've never really had.â
There is simply too much in this episode to summarise here in a way that does it justice, youâll just need to tune in and get your pens and pads readyâŠ.and then click on the links in the show notes to take advantage of the offers from DanâŠwe certainly will be.
Tune in and listen as we talk to Dan and Russ about:
The challenges and opportunities around AIThe ethics... -
Episode #142. Connecting with your Consumer is the focus of todayâs episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements.
Abbyâs guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tuiâs re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.
In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.
Plus Tobyâs career highs and lows and advice for marketers.
00:00:00 Welcome and Introduction to âConnecting with consumersâ
00:02:23 The Importance of Understanding Customers
00:03:40 Changes in Marketing Communication
00:05:56 Consumer Expectations
00:07:25 Skills Marketers Need in Order to Connect
00:09:59 Insights from Nicorette Campaign
00:11:46 The Role of Concise Marketing Briefs
00:14:09 Global Marketing Considerations
00:20:03 Customer-Centric Ideas
00:23:23 Insights from TUI
00:27:32 Creativity and Agility
00:29:10 Tobyâs Career Highs and Lows
00:31:29 Advice for Future Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Toby Horry | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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Episodes manquant?
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Welcome to âIn My Humble Opinionâ, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.
You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more.
Episode 2 - âIn My Humble Opinion...more brand experiences should be buyable.â where we discuss why brand experiences should be shoppable in today's digital landscape.
They explore how the traditional marketing funnel is transforming, why brand equity and commercial performance go hand in hand, and how companies can create seamless shopping experiences across multiple touchpoints.
Amanda Farmer, Chief Executive Officer of LeSHOP, sits down with Kate Narbrough, Global Brand Director at Nomad Foods
Follow Amanda Farmer on LinkedIn here
Follow Kate Narbrough on LinkedIn here
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Don't forget to subscribe, rate, and review our podcast!
Our industry is filled with many brilliant minds with thought provoking views, we canât wait to bring them to you, our next episode of âIn my humble opinionâ will be coming soon and find our series of content of the same name over at The Marketing Society website.
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Episode #141. Todayâs personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role.
Abbyâs guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo.
In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections.
Plus Davidâs career highs and lows and advice for marketers of tomorrow.
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00:00:00 Welcome and Introduction to âOwning your Careerâ
00:02:12 Defining Career Ownership
00:03:55 Perception as Reality
00:06:11 Why Personal Branding is Valuable
00:08:52 The Importance of Authenticity
00:14:27 Feedback as a Tool for Growth
00:17:52 David's Approach to Securing a New Role Following Redundancy
00:22:35 Building a Profile Online
00:27:24 Proactive Career Ownership
00:37:13 Mapping Career Goals and Vision
00:39:15 Finding Your Tribe
00:41:27 Learning from Experience
00:41:40 Advice for Marketers of Tomorrow
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: David Brewerton | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.
Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.
Kicking off the new year, THINK EQUAL Project Director, Leanne Foy met Peter Jacob, Managing Director MENAT, Current Global.
The communications industry thrives on diverse perspectives, yet achieving gender equality requires more than good intentions. Male allies play a crucial role in fostering an inclusive workplace where women can excel. In this episode, we explore how male leaders can champion equality through listening, action, and accountability.
Discover the power of self-education, the impact of micro-actions, and the importance of transparent promotion practices. Learn how cross-generational allyship sustains progress and why calling out bias is essential to change workplace dynamics for the better.
Highlights include:
Calling out bias: The critical role male leaders play in challenging workplace inequalities.Micro-actions that matter: Supporting female leadership and advocating for diverse lifestyles.Building trust through transparency: Clear promotion criteria and succession planning.Tune in to explore actionable strategies for male allies and their impact on advancing gender equality.
A note from THINK EQUAL
We are stronger together, than we are alone. And thatâs why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? Weâd love to hear from you. Whether thatâs through donating your time on our working committee, or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at [email protected]
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Episode #140. Weâre starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow.
Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky.
In this episode, Sue shares her definition of marketing excellence, the development and implementation of Skyâs marketing excellence programme, itâs impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training.
Plus Sueâs career highs and lows and advice for marketers of tomorrow.
00:00:00 Welcome and introduction to Marketing Excellence
00:03:25 What is Marketing Excellence?
00:05:36 Benefits of a Structured Marketing Excellence Programme
00:06:35 Beyond Marketing Training â Empowerment and Investment
00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Programme
00:17:26 Methods, Processes and Behaviours of Marketing Excellence
00:23:35 Leadership and Accountability
00:25:42 Impact on Marketing Performance and Engagement
00:28:55 Lessons from the Journey
00:32:09 Sueâs Personal Career Highs and Lows (00:32:09)
00:38:21 Advice for Future Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
ï»żGuest: Sue Warren | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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âWe need to get back to classic marketing â what matters to our audience is a must. Even those people who donât âbuy intoâ sustainability â up to 70% of them are actually engaged in sustainable behaviours â they just donât label it as sustainableâŠ.â
In this episode were joined by Denise Hicks, Global Climate Lead at strategy and insights consultancy, C-Space. We were particularly interested in a very soon to be published piece of research titled, âThe S Wordâ.
Denise shares insights from the research findings, highlighting the âdysfunctional love triangleâ that exists between brands, their stakeholders and regulations and the tensions and frictions which are causing trust issues.
We explore some of the key highlights from the research (due out January 2025), Denise reveals, âconsumers are frustrated, the problem is stuff â there is too much stuff and brands / manufacturers need to start taking responsibilityâ. She also talks about, âthe increasing amount of skepticism at all level at the ways the S word is used for commercial gainâ.
Denise shares some brilliant examples of brands who are showing up in this space and engaging with their customers however, whilst they have sustainability high up on their agendas, they arenât leading with it â rather they are leading with good old fashion marketing tactics around what benefits their customers. The fact they are also sustainability focused is an added benefit.
Denise explains, âthe need to get back to classic marketing â what matters to our audience is a must. Even those people who donât âbuy intoâ sustainability â up to 70% of them are actually engaged in sustainable behaviours â they just donât label it as sustainable.â Sustainability paralysis is very real, the need for strong listening, insights and learning about what truly matters to audiences has never been greater. This episode is a MUST LISTEN TO for all MarketersâŠ.packed with plenty of food for thought!
Tune in and listen as we talk to Denise about:
The importance of research.Sustainability paralysis and why it is very real.Why it is so important to understand the views of everybody and where they are at.The need to drive mutual benefit and work together collectively.How regulation plays an important part - but we canât just wait for it, all stakeholders need to keep moving forwards.Why brands / Marketers need to be asking - is sustainability a big part of our identity as a brand?The need to meet your audiences where they are at and focus on what matter to them â elements which arenât necessarily sustainability related.What it means to behave more responsibly and asking whatâs the role of responsible products and services in achieving a âbetter lifeâ.This really is a fantastic episode to wrap up all our 2024 conversations. Tune in, enjoy it, share it - and of course, share your comments.
Find out more information about C-Space and the work they do. Connect with Denise Hicks - and you can register to receive The S Word research once published.
Weâve got plenty more terrific conversations coming in 2025. Stay tuned⊠and hereâs to more.
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About usâŠ
We help Marketers save the planet. đ
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission.
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Episode #139. Todayâs focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole.
Abbyâs guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always âend period povertyâ.
In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing âprison Fridaysâ and the role of community and mentoring in developing your personal understanding.
Plus Kirsten shares her advice for career highs and learnings, and advice for marketers.
00:00:00 Welcome and Introduction to Personal Understanding
00:02:07 What is Personal Development?
00:05:03 Personal and Professional Growth and Leadership
00:07:56 Kirstenâs Formula for Personal Energy
00:08:19 Purpose, Motivation and Confronting Limiting Beliefs
00:13:17 The Importance of Coaching
00:15:33 3 Key Areas for Marketers
00:16:14 The Concept of "Prison Fridays"
00:21:59 The Role of Community in Personal Development
00:25:19 Creating Community Initiatives at Mondelez
00:29:23 Advice for Starting Community Initiatives
00:30:46 Kirstenâs Career Highs and Learnings
00:34:24 Advice for Future Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Kirsten McPherson | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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In a sports industry obsessed with data and measurement, brand is the great intangible asset, the bit of the balance sheet that remains largely opaque, which is why itâs so important.
But mention brand in the vicinity of fans or the football media and there's a row.
Itâs no surprise that the kit launch genre has evolved during this period, growing in importance and sophistication (and cost).
Homeground is one of the hottest creative agencies working in sport today. The London based company has pioneered the kit launch video. Working with Adidas, they are the people behind some of the most outstanding recent work in this area, from Manchester United, Arsenal, Aston Villa to name a few.
We talk with creative partner Rachid Ahouiyek, formerly of Iris, McCann and Wieden+Kennedy, and Polly Barnes, new business director also formerly Iris and is founder of the Womenâs Rugby Association.
Click on the showreel to see the work referenced in the podcast
https://www.homeground.london/work
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THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.
Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.
This month, THINK EQUAL Project Director, Leanne Foy met Lisa Welsh, Chief Operating Officer at Burson META.
Perfectionism often whispers, "not good enough," leaving many stuck in cycles of overwork and self-doubt. But what if we could channel that drive into something more empowering? In this thought-provoking episode, Lisa explores how to transform perfectionism into excellence by setting meaningful goals, celebrating progress, and showing up in ways that truly make you proud. Discover how to set meaningful goals, celebrate progress, and confidently show up in ways that align with your values and bring you prideâall while avoiding burnout.
Highlights include:
Breaking free from perfectionism: shifting from "not good enough" to showing up with confidence.Setting realistic, joyful goals that motivate rather than overwhelm.Practical techniques to celebrate wins and embrace progressâstarting with "messy first drafts."Tune in to discover how to transform perfectionism into excellence and find joy in every step of the journey.
A note from THINK EQUAL
We are stronger together, than we are alone. And thatâs why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? Weâd love to hear from you. Whether thatâs through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at [email protected]
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Businesses need to be asking themselves â âWhat could this business be, redesigning it from the ground up?â Start with the opportunity as opposed to the challenges.
We know communication and engagement is critical to driving change, a su bject we have explored many times on the podcast, but thereâs always something new to learn. Hence why we really enjoyed meeting Laurence and Graeme from Litmus Sustainability to talk more deeply about a subject which is very close to our hearts.
Setting up their business with the aim of helping creative and ambitious organisations integrate sustainability into the core of what they do, Laurence and Graeme are working across a wide range of areas with communication playing a vital role. The need to focus on the long term vision, understand the short term wins and, navigate the challenges and confusion when youâre told one thing is good (e.g. offsetting) - and then finding out itâs bad, are all part of the complex learning curve when it comes to sustainability.
Graeme talks about the need to level up your game, he explains, âbusinesses need to do something really exciting that capture peopleâs imaginations, so thinking what could this business be, redesigning it from the ground up.â An approach and way of thinking which drives long term vision and opportunity to do something unique, as opposed to starting with the challenges.
We discuss the need for climate skills and how mobilising an army of climate champions can drive hope and motivate people who then often go on to become experts in the field (of sustainability). Laurence, talks about the fact that technical expertise isnât always the most impactful thing. He explains, âthe greatest climate skill I think is communication, one piece of research into what makes a great sustainable leader revealed itâs skills like collaboration, negotiation, influence and effective communication, once engaged this is what brings great ideas which can be uses on the groundâ. And of course these are all key traits of Marketers.
We delve deep into communication with both Laurence and Graeme sharing many insights and examples...a great conversation and source of knowledge for Marketers everywhere.
Tune in and listen as we talk to Laurence and Graeme about:
The barriers to sustainability â âitâs not easy being greenâ.How businesses are integrating sustainability into the core of what they do and as a result taking their organisations forward.The 9 principles of effective climate communication - taken from their work and evidence of what works for different people and psychologies. The need for Marketers to start and change the conversations.The difference between communication and engagement.How communicating and influencing other people has a much greater impact than acting alone.How we need to level up our knowledge about good communication and link it back to the core values of what drives a personâs behaviour.What your unique superpower is in bringing âgoodâ to the world.For more information you can contact the team via : https://litmussustainability.com/
Connect on LinkedIn: https://www.linkedin.com/company/litmus-sustainability/
Youtube: https://www.youtube.com/channel/UCvMk_MGGoooRGnfn3uzcb9A
Dr Graeme Heyes was also involved in a piece of work with a local community group looking to embed Doughnut Economics across Greater Manchester through engagement with communities. You can find out more here:
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Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; itâs a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems.
Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevinâs first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast.
In this episode, Kevin shares his definition of creativity, ânudge theoryâ where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity.
Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows.
00:00:00 Welcome and Creativity in Marketing
00:02:00 Defining Creativity
00:03:32 Why is Creativity vital to stand out?
00:06:09 Kevinâs Nudge Theory Explained
00:08:12 Nine Behaviours to Rediscover Creativity
00:15:12 How to Create Conditions for Creativity?
00:17:56 Being Willing to Challenge the Status Quo
00:21:56 Creativity and Human Evolution
00:24:51 How to Review Creative Ideas?
00:33:12 Reviewing Creativity and Giving Feedback
00:37:29 Kevinâs career Highs and Lows
00:48:18 Advice for Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Kevin Chesters | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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From the power of storytelling to culture, mental wellbeing influencing developments to physical wellbeing and the power of impact. Speakers from The Marketing Society Changemakers Impact Conference in Dubai in 2024 joined us for insights into what they shared in their sessions, why marketing matters to them and why events like our conference from The Marketing Society are so important.
Thank you to our guests
Gernot Friedhuber, Chief Executive Officer, Grace GroupAnnie Arsane, Head of Business Marketing, TikTok METAP Kiran Haslam, Chief Marketing Officer, Diriyah Company Steve Chantry, VP, Growth - Innovation - Marketing, West + East Emerging Markets, KraftHeinzAimee Peters, Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBCThank you to Pineapple Audio Production and Multitude FZE
Find out more about The Marketing Society here and browse more of our content on our content hub.
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âWe donât âspeak for young people, we let them be the voice and share their perspective.â
We keep coming back to the S â âsocial and societal impactâ in many of our conversations with clients, leaders and marketers, weâre discussing the role of business, both in how they operate and what they are doing for society.
In this episode of the podcast we have a chat with the brilliant Kian Bakhtiari, Founder of The People, a Gen-Z consultancy. We were keen to know more about the work Kian does both with the youth generation and businesses, how he brings those worlds together (which is very much needed). Kian explains, âWeâve applied such a narrow lens to how business can be done, how marketing can be done that weâve lost track of the opportunities and all the ways that we can create a more flourishing society and more sustainable future.â Kian tells us about how the younger generation feel and think about the world they are growing up in, making the point, âWealth inequalities are a bigger determinant of your future than your education and how hard you work.â Kian and his teams bring Gen Z insights into the boardroom, they want to close the gap between as he says, âthose who make the decisions and those whose lives are impacted by the decisionsâ, opening up opportunities to share knowledge and insights both ways and, and create a space to explore how we can change business.
A new author, Kian has recently published his book, âMarketing for Social Change â How to Turn Purpose into Business and Social Impactâ , a book which explores and asks the question â What is the role of marketing in the 21st century? Like us, Kian firmly believes that marketing has a significant role to play and if harnessed in the right way can accelerate social change. âWe need to find ways to bring business and communities together.â When asked how he would measure social impact, Kian shares, âThere are lots of different lenses on social impact- start by being neutral, then bring in meaningful connection and impact.â âStart small â it can be really overwhelming at a system level. What is something you can do today which might have an impact and go from there.â
Tune in and listen as we talk to Kian about:
The importance of the role of marketing in driving positive impact on society.Why he wrote his new book âMarketing for Social Changeâ and what he learnt.Thinking about the way things are done, outside the ways things are currently done.The work he does with the youth community and, diverse communities.Understanding what businesses want from the future.What unifying factors young people are finding challenging.Social impact and how we can approach it and measure it.For more, follow and connect with Kian here: https://www.linkedin.com/in/kianbakhtiari/
And to find out more about The People and the work they do - here https://www.thepeople.work/
Kian talks about Earth Watch -and more can be found here: https://earthwatch.org.uk/
And check out his new book here: https://www.amazon.co.uk/Marketing-Social-Change-Purpose-Business/dp/1398616842
________________________________________________________________________________
About usâŠ
We help Marketers save the planet. đ
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission.
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The Buy Side is Unofficial Partner's regular series talking with brand side marketers about sport and sponsorship.
Today's guest is Willem Dinger, global head of sport and entertainment partnerships at Unilever.
The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KOREâs tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.
Learn more at KORESoftware.com or follow them LinkedIn or Twitter.
Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner
We publish two podcasts each week, on Tuesday and Friday.
These are deep conversations with smart people from inside and outside sport.
Our entire back catalogue of 400 sports business conversations are available free of charge here.
Each pod is available by searching for âUnofficial Partnerâ on Apple, Spotify, Google, Stitcher and every podcast app.
If youâre interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.
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Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketerâs roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives.
Abbyâs guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining NatWest in 2020 and implementing agile ways of working, âTomorrow Begins Todayâ brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024,âŻMarg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas.
In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment.
Plus Margaretâs career highs and howlers, and advice for marketers of tomorrow.
00:00:00 Welcome and why we need evolving skills in marketing today
00:03:13 Defining of the role of Marketing
00:05:40 Key shifts in marketing
00:06:42 Impact of technology on customer interactions
00:10:05 What are the skills required for modern marketers
00:11:27 The future of marketing with AI and building trust
00:20:53 Skills Margaret looks for when hiring marketers
00:24:56 Building relationships with stakeholders
00:28:14 Experimentation, Curiosity and Continuous Learning
00:31:16 Margaretâs Career Highs and Howlers
00:36:31 Advice for marketers of tomorrow
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Margaret Jobling | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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In this episode, the seventh in our series on Entrepreneurial Thinking, host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea. In the last 6 months Typhoo Tea have embarked on an ambitious mission to become the âTonyâs of Teaâ (to do for tea what Tonyâs Chocolonely have done for chocolate), fully transforming to become a mission centric challenger brand.
They speak about taking risks in completely transforming a household name brand, the challenges of communicating âpurposeâ and talking about dark and difficult issues, progress over perfection and the importance of expecting the best.
Our host - The Marketing Society Member Ruth Fittock
Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. Sheâs helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.
Our guest - Holly Rix
Holly has 18 years brand building experience â from blue chip to start up and scale up challenger brands in between, across FMCG including drinks, healthcare and wellness. She helped grow method (cleaning products) in the UK and has a particular passion for purpose brands. Now sheâs turned her attention to Typhoo, turning it into the Tonyâs of Tea.
You can read the key takeaways on this think piece too
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Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.
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âWhen it comes to food systems, Marketers can be the most valuable in providing extraordinary consumer insights so that assumptions are not made in what people want.â
To maintain food security, food systems need to change. They need to be more sustainable, less impactful on the planet, healthier and way less wasteful. But, there is still a huge amount of education and awareness that needs to happen if people are to truly understand why food systems are at risk and, how we choose what we eat really does matter.
In this super informative episode, we were joined by Ali Cox, CEO and Founder of Noble West, an agriculture and food ingredient marketing agency taking on a big challenge. Ali believes that, âthe biggest challenge is that consumers (in the USA) are confused. Research shows that people make their food choices based on price, taste and availability â climate is a very distant fourth.â
Socioeconomic factors are definitely a challenge, however how we market food also needs to change. Ali shares with us her experiences both as a fifth generation farmer herself and the experiences of the farmers and organisations she works with. Truly passionate about ingredients and telling great stories, Ali wants the food industry to play the role it should be playing in educating and being part of the solution when it comes to tackling the enormous challenges around food security.
Ali shares so many examples of projects she has worked on and the brands she believes are getting their marketing right. We explore the need for shared value and the importance of meeting people where they are at.
Tune in and listen as we talk to Ali about:
Imperfect food and the difference between food loss and food waste.The significant business opportunity being missed when it comes to waste.Why upcycling is the future.Whether we really need so many options when it comes to food?The need to tell the origin stories and why we should absolutely want to know where our food comes from.How Marketers need to understand what people really want so that they can bring those insights back into their organisations.For more, follow and connect with Ali here: https://www.linkedin.com/in/alicox/
And to find out more about Noble West and the work they do - here https://wearenoblewest.com/
About Can Marketing Save the PlanetâŠ
We help Marketers save the planet. đ
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.
Youâll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. Weâre all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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In this episode, the sixth in our series on entrepreneurial thinking, host Ruth Fittock interviews Amelia Christie-Miller, the founder & CEO of Bold Bean co. - one of the most exciting food and drink brands in the UK at the moment. In this conversation they cover how their North Star of âbean obsessedâ has had a powerful impact at every level of the business, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain.
Our host - The Marketing Society Member Ruth Fittock
Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. Sheâs helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK and is an advisor for Bold Bean having supported them with their marketing for the last year.
Our guest - Amelia Christie-Miller, the founder of Bold Bean Co, a fast-growing jarred bean brand thatâs transforming the perception of beans in the UK.
Launched in 2021, they now are sold in national supermarkets, have a Sunday Times Bestselling cookbook and over 100k followers on instagram.
You can read the key takeaways on this think piece too
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Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.
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Episode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide.
Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of âWorking Motherâ, a book inspired by Rachelâs decades of expertise and practice coaching new parents as they leave and return to work.
In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave.
Plus Rachelâs advice for working parents.
00:00:00 Welcome and challenges faced by Working Parents.
00:02:21 What is a Working Parent?
00:04:01 Rachel's motivation for writing âWorking Motherâ book.
00:09:46 Common emotional patterns experienced by working parents.
00:10:41 Overwhelm during maternity leave preparation.
00:12:40 Fear and anxiety in new parenthood.
00:16:58 Challenges of returning to work.
00:20:21 Why you should set boundaries.
00:25:54 Understanding what gives you energy.
00:32:53 Empowerment to gain clarity and direction.
00:37:17 Finding fulfilment to gain balance.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: - Rachel Morris MNCIP, PCC - | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central LondonâŻ
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.âŻ
Tickets are limited, so secure your place now. Book your ticketâŻhereâŻand prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
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