Marketing Week: Recent Episodes
Marketing Week
Marketing Week is one of the UK’s most respected business titles and a trusted and authoritative voice on the marketing industry. Listen to our award-winning editorial team discuss key topics with leading industry voices. From exploring what's next in career development and leadership, to the future of B2B, Marketing Week takes listeners behind the scenes of the world's most effective marketing.
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In this episode of The Marketing Week Podcast, hosts Charlotte Rogers and Molly Innes are joined by editor-in-chief Russell Parsons to discuss the 2024 Marketing Week Awards. Russell interviewed our Marketer of the Year, PwC's global CMO Antonia Wade to find out the secrets to her success, the importance of B2B and her career resilience. We also cover why M&S is 2024's Brand of the Year.
In the latest episode of Marketing Week's This Much I Learned podcast, Diageo's chief marketing officer Cristina Diezhandino discusses why driving a culture of effectiveness is key for growing its brands, including Guinness and Johnnie Walker.
In this episode of The Marketing Week Podcast, hosts Charlotte Rogers, Lucy Tesseras and Molly Innes are joined by Sarah Atkinson, CEO of the Social Mobility Foundation to talk about the marketing industry's problem with socio-economic diversity.Plus, after being given exclusive access to attend Specsavers' annual internal marketing festival, a gathering of the brand's senior marketing leaders from across the globe, we talk about the importance of collaboration and sharing best practice, as well as how to cultivate a positive work culture.
In the first episode of The Marketing Week Podcast, hosts Charlotte Rogers, Lucy Tesseras and Molly Innes are joined by B2B marketing leader Mary-Anne Russell and Jon Lombardo, former LinkedIn B2B Institute lead, to discuss our new State of B2B Marketing research. We also discuss the impact Labour's HFSS ad ban will have on advertisers, brands' fears over their agencies’ use of generative AI and what it takes to go from CMO to CEO.
Asos’s executive vice-president of customer, Dan Elton, on the challenges he is facing in turning the fashion retailer into a more brand-led organisation – and why marketers shouldn’t take measurement tools as gospel.
Deborah Dolce has been with TJX Europe, best known for owner TK Maxx, for 30 years and joined as the ‘off-price’ fashion store launched in the UK. She praises culture and curiosity as being key to her longevity at the business.
In the latest episode of Marketing Week’s podcast series Tesco marketing boss Emma Botton and Karen Martin of BBH share the inside story of their partnership.
In the latest episode of Marketing Week’s podcast series, Boots’ chief marketing officer and Marketing Week’s Marketer of the Year Pete Markey discusses the importance of being choiceful, his approach to career management, breaking silos and how to avoid being ‘typecast’ as a marketer.
In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.
In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.
In this edition of the podcast, Martin, who teaches strategy on Marketing Week's Mini MBA in Business Management, imparts wisdom on everything from what a great leader should be and the role of AI to how marketing and strategy can intersect and work together.
In the latest episode of Marketing Week’s podcast series, Sage’s CMO Cath Keers discusses the brand building opportunity in B2B, customer centricity and the AI opportunity.
Having recently moved into a role as the group's strategic transformation director, Chris Carter explains how Specsavers matches up the online and offline customer experience across markets, and the different customer personas who shop with the brand.
The hotel brand's global customer director tells Marketing Week how commercial, technology and operational teams align to ensure the customer is at the heart of every decision.
Guinness is on a roll, with sales on the up and a recent claim to be UK's favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand's past informs the present.
The challenger bank's director of brand and marketing tells Marketing Week how important customer experience was when building the brand from scratch, and why doing right by customers is a competitive advantage when times are tough.
In the latest episode of Marketing Week’s podcast series, TUI's CMO Katie McAlister and global brand and content director, Toby Horry, share what it takes to develop an award-winning marketing team.
In the latest episode of Marketing Week’s podcast series, effectiveness experts Les Binet and Peter Field reflect on the impact of their book The Long and Short of It as it celebrates its 10th anniversary, its legacy and what’s next.
In the latest episode of Marketing Week’s podcast series, Mums in Marketing founder Claire Ferreira discusses the digital confidence gap, how to address imposter syndrome and why female marketers should never revise their aspirations.
Checkatrade's chief product officer Kim Faura explains how the brand serves both consumers and trade customers, and discusses his previous experience at Giffgaff.
In the latest episode of Marketing Week’s podcast series, Bob Hoffman, bestselling author and the man behind the Ad Contrarian blog, claims marketers “don’t really care” about ad fraud and its impact on society in this wide ranging interview.
In the latest episode of Marketing Week’s podcast series, Tom Fishburne discusses the origin story of the Marketoonist, the birth of his artistic alter ego and why humour is an untapped opportunity for brands.
In the latest episode of Marketing Week’s podcast series, Johnnie Walker global marketing director Chris Goddard discusses his 18-year career at Diageo, why taking parental leave was a lifechanging decision and the value of cultural curiosity.
In the latest episode of Marketing Week’s podcast series, M&S Food’s Sharry Cramond and Lucky Generals founder Andy Nairn discuss why now is the time to address the taboos surrounding social class and ask what marketers are doing to take accountability?
Gousto's VP of brand, who has appeared in each of the past three CX50 lists, discusses the evolution of customer experience, and how Gousto has focused on serving customers' needs in its core UK market to differentiate from competitors.
In the latest episode of Marketing Week’s podcast series, Giffgaff's CMO shares the story of her cancer diagnosis and outlines the change she wants to see to support people suffering from long-term illness.
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
In the five years of the CX50 list, customer expectations have grown and evolved. As the top marketer at the quintessential challenger brand of UK mobile networks, Giffgaff's Sophie Wheater discusses the biggest and most important shifts she has seen. In partnership with Zone and Cognizant Digital Experience.
In the latest episode of Marketing Week's This Much I Learned podcast, we speak to two Procter & Gamble marketers at different stages of their career who have both benefitted from a culture of continual learning and the constant exchange of ideas.
In the latest episode of Marketing Week’s podcast series, What3Words CMO Giles Rhys Jones discusses the importance of global nuance, building a team from scratch and his mission to help the brand secure its place in popular culture.
In the latest episode of Marketing Week’s podcast series, Zoopla CMO Gary Bramall and Weetabix head of marketing Gareth Turner discuss marketing’s renewed strategic role, the appetite for data talent and accelerating upheaval industry-wide.
As one of the CX50's 10 Disruptors, Cazoo's CCO explains why the online car retailer puts customer satisfaction above all else, and why customer-focused brands can't get distracted by generating short-term sales.
In the latest episode of Marketing Week’s podcast series, Ikea and long-term creative partner Mother London discuss why ambition, honesty and accountability frees them from a fear of the obvious.
The pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast, sponsored by Omobono, Russell Parsons speaks to B2B marketing leaders examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.
In this episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to three marketers who are tackling the challenge of measuring marketing effectiveness: Which? head of marketing Simon Crane; and Jo Lyall and Andy Goodwin, UK CEO and head of search respectively at the consumer protection brand's digital agency, Brainlabs.
They delve into the challenges that Which? and Brainlabs have faced in measuring marketing outcomes and driving sustainable business growth, in order to further the brand's consumer-championing agenda, including:
- How organisations can benchmark performance in the midst of a highly unusual period
- How the language used to frame measurement can help organisations align internally around objectives
- Why linking marketing activity to business growth poses a perennial challenge for marketers.
In this special episode of Marketing That Matters, sponsored by Google, Russell Parsons looks back at the key highlights from the case studies featured in the podcast in 2021: from TalkTalk’s rapid digitisation of its sales journey to Ancestry and IG Group capitalising on new-found consumer demand, to how Samsung and Uswitch are meeting customers where they are with the right message deployed at the right moment.
Plus, some sage advice from Google’s senior industry managers on how to champion a digital transformation agenda within your organisation.
In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year Forest Holidays discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.
Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.
One of the 10 Technologists named in the 2021 CX50 list of the UK's top customer experience professionals, BHF's chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.
In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb discusses the continued popularity of American football in the UK and the rise of athlete activism on both sides of the Atlantic.
As one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.
In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with Ethan Radtke, head of marketing, and Louise Saul, online marketing analyst at Uswitch, to learn how the brand stays ahead of the competition in the “cut-throat” comparison space.
Radtke and Saul dive into Uswitch’s paid search automation journey, explaining how the brand’s transition from an in-house tool to Google Smart Bidding brought about conversion increases of up to 70% in some verticals, as well as freeing up more time and resources for broader innovation. Hear how Uswitch’s focus on “facts over opinion” allowed the company to find the most fruitful way forward, as well as how Uswitch is evolving from a channel-focused to a customer-focused approach to marketing.
In this podcast, Abi Comber discusses the challenge of becoming Debenhams CMO at the onset of the pandemic, the power of structured planning and why her current role as CMO at Covid-19 screening service Cignpost Diagnostics is a marketer’s “dream job”.
In this episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to Tom Goode, customer and ecommerce director, and Phil Twigg, head of customer acquisition, at MandM Direct, “one of the biggest brands many have never heard of”.
Russell learns about how MandM made the transition from being marketing-oriented to being focused on the customer, and how it is using first-party data to improve customer communications, personalise the online experience, and keep customers coming back and spending with the brand – as well as how it intends to maintain its competitive advantage in the discount fashion space.
In the latest episode of Marketing Week’s podcast series, Spotify UK marketing director Olga Puzanova discusses how the platform plugged into lockdown culture and used its brand of data-driven storytelling to dial up the audio experience.
The Covid-19 pandemic resulted in an explosion of interest in investing as consumers looked for stimulating activities to carry out in their free time and ways to have more of a say in their economic fortunes – against a backdrop of financial market volatility and unexpected developments in stocks and shares.
In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to Heidrun Luyt, chief marketing officer at IG Group, and Michael Logue, global head of advertising, about how the investment platform has capitalised on this surge in interest, covering:
- How search data allowed IG Group to understand and cater to consumers’ changing interests
- How the brand helps newcomers to investment get to grips with a complex market
- What IG Group believes the next few years hold for the investment space and how it plans to stay competitive.
In this episode of Marketing That Matters, sponsored by Google, Russell Parsons learns the story of Ancestry and how it is evolving its position in the competitive genealogy market, using search marketing to target new audiences and entice consumers to “bring their backstory to life”.
Guilhem Duprat, international media director at Ancestry, and Joanna Gajewska, performance marketing lead, lay out how the brand has connected with a growing contingent of budding historians during the Covid-19 pandemic, how it uses techniques like automation and the ‘long tail’ to capitalise on search opportunity, and how they predict that the role of search in marketing will evolve over the long term.
We begin season 2 of Inside B2B, sponsored by Omobono, by asking leading marketers from Ricoh and Marqeta how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues and the rest of the business.
In the latest episode of Marketing Week’s podcast series, Giffgaff CEO Ash Schofield reflects on the “culture defining moment” of lockdown and the mobile network’s decision to offer employees full autonomy over their working lives.
In this episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with the CMO of Farfetch, Gareth Jones, as well as senior director of customer acquisition Adam Cartlidge, to learn how Farfetch has maintained its early-mover advantage in the competitive category of luxury ecommerce during the pandemic. Listen now to learn:
- How Farfetch combines expertise in luxury fashion with cutting-edge technology
- Why the business is focusing on both long-term brand-building and short-term performance
- How search data has allowed Farfetch to keep ahead of rapidly-evolving consumer trends in luxury.
In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to two key figures behind the growth of Samsung’s direct to consumer proposition: Mike Durey, head of digital, CRM and data at Samsung, and John Melton, business director at Samsung’s long-time agency partner Performics. In a wide-ranging discussion, they cover:
- How Samsung replicates the benefits of bricks-and-mortar retail online
- Samsung’s evolving approach to Search, which has led to paid Search accounting for one in three sales on Samsung.com
- The secrets of an adaptive and successful brand-agency partnership
In the second season of Marketing That Matters, sponsored by Google, Marketing Week editor-in-chief Russell Parsons speaks to the agents of remarkable brand transformations, delving into the highs and lows, the long-term lessons, and what comes next. In our first episode, TalkTalk’s commercial sales director Becki Smith relates how the brand moved quickly to digitise its customer journey amidst the coronavirus lockdown, and how it kept up with rapidly changing customer needs and a surge in demand for communications infrastructure, including:
- How TalkTalk’s team worked in sprints to tackle problems and accelerate the design process
- How the company translated a call-driven sales journey to digital touchpoints and addressed the challenge of communicating complex product offerings
- What being ‘customer first’ looks like in the midst of a crisis, and where TalkTalk’s digital transformation is headed next
In the latest episode of Marketing Week’s podcast series, Eve Sleep’s Cheryl Calverley discusses her year as CEO, what skills marketers need if they want to reach the top role and why building a culture of forgiveness is essential.
In the latest episode of Marketing Week’s podcast series, Just Eat UK marketing director Matt Bushby explains how the food delivery giant used a combination of gut feel and data to navigate the challenges of Covid-19, as orders surged and the brand’s Euro 2020 sponsorship was put on ice.
In the latest episode of Marketing Week’s podcast series, former Leon marketing boss and sustainability and values director, Kirsty Saddler, discusses her experience feeding the frontline during the first lockdown, her shift to the startup world and explains why the pandemic has been a "wake-up call" for business.
In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.
In the latest episode of Marketing Week’s podcast series, Patagonia European marketing director, Alex Weller, discusses how businesses can live up to their purpose, what a Joe Biden administration means for the global climate crisis and why the apparel brand has no intention of fuelling a ‘superficial desire’ for its products.
The latest podcast in our B2B series, sponsored by The Marketing Practice, looks in-depth at collaboration between sales and marketing, how it has been changed by the disruption of the pandemic, and what marketers need to do make it as successful as it can be.
Join Marketing Week's panel of senior B2B marketers as they debate:
- How to create better relationships between sales and marketing
- What each can do for the other
- How 2020 has changed the buying experience of customers
- What sales now needs from marketing as a result
- Why marketers now have a greater role in closing the deal
In the new episode of This Much I Learned we speak to former Wagamama CMO Ross Farquhar about being made redundant as the UK went into lockdown the first time, his job hunt and his new role at mochi ice cream maker Little Moons
In the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan MBE, discusses how she is using marketing to shake up the fashion industry with an inclusive message embracing a range of ages, body types and skin tones.
Episode 3: The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future. Hosted by Creative Review editor Eliza Williams, with guests Marcus du Sautoy, Oxford professor and author of The Creativity Code, and Facebook planning director Ian Edwards. Sponsored by Facebook.
In the latest episode of Marketing Week’s new podcast series, director of brand marketing at LinkedIn and co-founder of People Like Us, Darain Faraz, discusses the importance of celebrating BAME talent and why marketers must push for systemic change throughout the industry.
Episode 2: We explore how artificial intelligence can help brands buy digital media more effectively - including the importance of allowing the 'learning phase' to be completed, and how to prepare for big seasonal campaigns such as Black Friday and Christmas. Hosted by Econsultancy deputy editor Rebecca Sentance, with guests Niran Chana, chief commercial officer of Gymshark, and Facebook connection planner Pete Buckley. Sponsored by Facebook.
In the fifth episode of Marketing Week’s This Much I Learned podcast series, Emma Harris talks about the disruption in her career and how others could learn from what she has learned to access confidence, focus on positive thinking and creating outcomes for the year ahead.
Emma Harris is a marketer, agency head, coach and an advocate for the power people have to make positive changes in their career.
In the fourth episode of Marketing Week’s This Much I Learned podcast series, former London Sport marketing director Mieke Evans and former head of creative and design at Virgin Atlantic, Michael Stephens, discuss how to nurture your mental health in the age of Covid-19.
In the third episode of This Much I Learned, Direct Line's managing director of marketing and digital, Mark Evans, offers some thought and advice from his experience of being made redundant four times.
Marketing Week looks beyond the pandemic to ask what's coming next for B2B marketers in the short, medium and long term. Host Russell Parsons is joined by Capita CMO Antonia Wade, Lenovo UK marketing director Philip Oldham and The Marketing Practice CMO David van Schaick. Sponsored by The Marketing Practice.
Alex Dimiziani is former global marketing director at Airbnb and global creative director at Coca-Cola. Here in the second episode of Marketing Week's This much I learned podcast series, she discusses how to make bold career choices, closing the 'risk confidence gap' and why now is the right time to go in a new direction.
Episode 1: An in-depth look at how artificial intelligence and machine learning are currently influencing the ways brands segment, target and communicate with consumers - and the dangers of using them wrongly. Hosted by Russell Parsons, editor-in-chief of Marketing Week and the Festival of Marketing, with guests Inés Ures, CMO of Deliveroo, and Facebook planning director Ian Edwards. Sponsored by Facebook.
Sarah Ellis left a 15-year career in marketing at the start of this year to run her career consultancy Amazing If full time. Here, she speaks about that decision and offers some advice for others that may be facing difficult career moments due to coronavirus.
In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, features writer Matt Barker discuss how marketers are responding to coronavirus both within and outside their business.
In this latest edition of the Marketing Week Explores podcast, acting features editor Charlotte Rogers catches up with MoneySuperMarket marketing director Lloyd Page and Annie Gallimore, managing director of Engine Creative, to discuss how they joined forces to develop new creative at the onset of the Covid-19 lockdown.
Realising that MoneySuperMarket's 'Get Money Calm' positioning is needed more than ever during the pandemic, which for many is turning into a financial crisis, Page worked with the team at Engine to evolve the creative with a message - and tone - befitting the current situation.
Gallimore and Page also discuss how their teams collaborated at speed and worked remotely to turn around the campaign in a matter of weeks, and explain what they have learnt from the process that they will take forward once the crisis is over.
The first episode of our new podcast series, 'Inside B2B' sponsored by The Marketing Practice, investigates how B2B marketers are reacting to the sudden and severe changes brought upon their markets by the coronavirus crisis.
In this episode, the panel - featuring ServiceNow's vice-president of marketing for EMEA Rhiannon Prothero, OpenJaw Technologies CMO Colin Lewis and The Marketing Practice CMO and CDO David van Schaick - debate: • How B2B brands have had to adapt immediately to 'forced digital transformation' • Why getting paid is as important to B2B marketers as creating demand • How B2B brands can treat their customers as a community, and offer added value to help them through tough times • Why not all B2B brands are reverting to 'survival mode' • Whether new perspectives created by the crisis will lead to fundamental changes in the view of B2B success and a brand's 'footprint of good'.
In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss how B2B marketers are winning the battle for hearts and minds.
They are joined by vice-president of marketing at B2B fintech brand Tide, George Schmidt, who shares his thoughts on the importance of emotion in business marketing and why the boundaries between B2B and B2C are blurring.
Plus, Matt Barker gets the inside story on the launch of M&S’s iconic ‘This is not just food’ campaign from 2006 with former director of marketing communications, Jude Bridge.
Linda Boff is one of the best known marketers in the world.
As GE’s chief marketing and communications officer, she oversees marketing, corporate communications, brand, content, digital, and sponsorships at one of the biggest and best known companies in the world. Following stints in senior positions at Porter Novelli, the American Museum of Natural History, Citigroup and NBC she joined GE in 2004 as leader of employer marketing before taking up her current role in 2015. In this wide-ranging interview she discusses : • How she balances her numerous responsibilities • What B2C marketers can learn from B2B • Why her B2B marketing job is “sexy as hell” • The importance of digital and avoiding “shiny new things” • The importance of curiosity in career decisions
In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss why now is the time to change the conversation around confidence in marketing.
They are joined by CEO and founder of online mortgage broker Habito, Daniel Hegarty, and the startup's CMO Abba Newbery. Reflecting on recent research from Deloitte analysing the relationship between CMOs and the rest of the C-suite, Hegarty and Newbery discuss how they do things differently at Habito and why marketers need to kickstart their confidence.
Aline Santos Farhat is one of the most famous marketers in the world. Spending almost her entire career at Unilever, she has risen through the ranks to become executive vice-president for global marketing, overseeing marketing capability and corporate brand.
She is also the company’s chief diversity and inclusion officer, a platform she has used to attempt to rid advertising of gender stereotyping. In this frank interview, she discusses:
• What an early entrepreneurial endeavour taught her about work-life balance • How to cope with the increasing demand for specialist knowledge • Why face-to-face contact is key to customer insight • Why diversity is the “mother of creativity”
In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, Marketing Week editor Russell Parsons and acting features editor Charlotte Rogers reflect on the lack of diversity in marketing exposed by the 2020 Career and Salary Survey and discuss what change is needed to redress the balance.
They are joined by global director of corporate reputation and brand governance at Aviva, Raj Kumar, and former Guardian News and Media marketing director, Sonia Sudhakar, who talk openly about inclusion, the responsibility of being a role model and what can be done to welcome more young people from diverse backgrounds into marketing.
Gareth Helm is one of the UK’s most experienced and respected marketers. After ditching a career as a chemist, he started his marketing journey at Unilever before going on to hold senior positions at some of the UK’s best known brands including Innocent and Moneysupermarket. He now has one of the biggest jobs in UK marketing – CMO of McDonald’s. In this wide-ranging interview Helm discusses: • His passion for marketing, and understanding customers • Why making money from the present and not the future is a road to nowhere • The importance of continuous learning • The virtues of horizontal career moves • Why getting stakeholder engagement is key to influence and impact
Liv Little is the founder and CEO of galdem a magazine for women and nonbinary people of colour.
While at university she found herself isolated as one of the few people of colour and so decided to create a space of her own. Galdem was born in 2015 and has since collaborated with huge brands including The Guardian, Asos and the Victoria and Albert Museum.
In this wide-ranging interview, Little discusses:
- How she copes with imposter syndrome
- The importance of intergenerational friendships
- What white people and brands need to do more of, and much more.
In this edition of Marketing Week Explores, acting features editor Charlotte Rogers, features writer Matt Barker and news editor Sarah Vizard join host Molly Fleming to discuss their favourite campaigns of the year and what made them such a success.
Plus, the team take a look at what they will be expecting from 2020 including more grass-roots sport's advertising and how next year will be the year we see real change for social media.
Join Sarah, Charlotte, Matt and Molly for this and more on the latest edition of Marketing Week Explores.
In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and senior reporter Ellen Hammett discuss the reputational damage for Unilever after its brand Dollar Shave Club was found to be advertising on pornography site Pornhub. Admitting the direct-to-consumer brand, which Unilever bought in 2016 for $1bn, had previously enjoyed "operational independence", Unilever has now vowed to stop its brands running adverts on porn sites.
Plus, is NPS a true measure of customer sentiment? Charlotte Rogers discusses the pros and cons of using Net Promoter Score as a gauge of customer satisfaction and asks its founder Fred Reichheld why using NPS as a bonus metric is "asking for trouble".
Sport England's 'This Girl Can' campaign, which celebrated the reality of exercise for most women – all cellulite, sweat and jiggling flesh - was an instant success, both in getting women more active and reducing the fear of judgement that had stopped many exercising.
According to the IPA, the estimated return on marketing investment was £35 for every £1 spent, based on incremental sports and health benefits generated.
However, its conception and development were challenging, with the objectives of long-term behaviour and attitude change requiring sign-off of a much larger budget for Sport England, at a time when the Government had put the breaks on public marcoms spending.
To tell the story, Marketing Week editor Russell Parsons talks to Tanya Joseph, Sport England’s former director of business partnerships and one of the key architects of the campaign.
Mark Read has been in the hot seat at WPP for just over a year.
Taking over from Sir Martin Sorrell in September 2018, he is tasked with building brand WPP to serve the needs of clients in the face of profit pressure, more demanding clients and increased competition. In this wide-ranging interview, Read discusses:
• The challenge of taking over from the UK’s most famous ad man • Rebuilding WPP’s brand architecture • The need to remove digital siloes • Taking on the consultants • How and why marketers need to change • The pressure from in housing
We continue our podcast series by looking into Britvic’s successful 2017 revitalisation of its flagship Robinson’s brand, which won the grand prix at the Marketing Week Masters awards 2019.
Robinsons was struggling in a declining flavoured concentrate category. Its bold objective was to bring back lapsed shoppers and drive growth into the category once more, through of mix of cutting underperforming lines, introducing two new premium sub-brands and repositioning around a new purpose: 'Experts in simple goodness'.
The activity was a success, driving trading up, and leading to higher value and margin for Britvic. To tell the story, Marketing Week editor Russell Parsons is joined by Britvic CMO Matt Barwell and Saatchi & Saatchi’s UK CEO Magnus Djaba in a live recording at the Festival of Marketing.
In this edition of Marketing Week Explores, which is hosted by reporter Molly Fleming, senior writer Charlotte Rogers explores the benefits and pitfalls of working abroad. Including a deep-dive into the drastically different market of Japan.
Senior reporter Ellen Hammett then joins the discussion, as the team explores the legacy of Tesco CEO Dave Lewis and what the future holds for the supermarket without its celebrated leader.
We continue our new podcast series by looking into the British Army's controversial recruitment campaign, 'This is Belonging'. Launched in 2017, the campaign, which showed the camaraderie of army life, had a simple objective – widen the recruitment pool by moving the message away from guns and tanks to images of more human experiences.
Even if it drew scepticism from the media for its emotional tone, it was an instant success, propelling applications to record levels and winning a number of awards, notably gold at the IPA effectiveness awards in 2018. It was followed in 2018 and 2019 with campaigns aimed at attracting recruits from all walks of life – people of all faiths, 'snowflakes' and 'selfie addicts', to quote the latest advertising copy.
To tell the story, Marketing Week editor Russell Parsons is joined by Nick Terry, chief marketing officer at Recruiting Group, part of Capita and the firm responsible for British Army recruitment; Rhonwen Lally, senior planner at Karmarama; and Rob Fullerton Batten, associate director in planning at Mediacom.
Professor Philip Kotler is a writer, author, academic and one of the most influential people in modern marketing. The so-called “father of modern marketing” helped create the template for marketing today. His 1967 text book Marketing Management introduced much needed rigour to the discipline. He also helped popularise the 4Ps of marketing, while his definition of the core purpose of marketing is used as much in 2019 as ever. In this wide-ranging interview, Kotler discusses:
- Brand purpose and the key to differentiation
- The biggest influence on his career
- Why he didn’t become a CMO
- The problem with capitalism
- The limitations of mass marketing
In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into story behind Direct Line's 'Fixer' campaign.
The long-running activity, which features actor Harvey Keitel playing his Winston Wolfe character from Pulp Fiction, cemented the brand's positioning as the fixer of the customer's problems. It has enabled Direct Line to secure profitable growth by going direct to consumers in a market dominated by price comparison sites.
Listen as Direct Line Group's managing director of marketing and digital, Mark Evans, and Saatchi & Saatchi London's chief strategy officer, Richard Huntington, tell the story behind the idea, the challenges they overcame, the decision-making process and the campaign's impact on the market.
In this edition of Marketing Week Explores, reporter Molly Fleming is joined by editor Russell Parsons and senior writer Charlotte Rogers to discuss the rise and fall of marketing's reputation in organisations.
We look at the issues hitting confidence in marketing and how marketers can increase their impact and influence.
The team then explores the media models that have the scope to save publishing. Sparked by the fact Marie Claire is becoming digital-only, we look at what the brand, and other publications, need to do to succeed in today's digital world.
The Marketing Week Explores podcast has a brand new format. This month we look at why brands are failing to get the most from customer insight and discuss whether the ASA's gender rules have gone too far.
Cindy Gallop is a consultant, entrepreneur and activist. She is also one of the highest profile figures in the advertising industry.
After bowing out of advertising in 2005 following a stint as president and chair of BBH in the US, she set up a brand consultancy and several businesses including MakeLoveNotPorn, the “world’s first user-generated social sex video-sharing platform”.
She is a passionate advocate for diversity in the ad industry and stamping out the sexual abuse and harassment she believes is common.
In this podcast, Gallop discusses the business case for diversity, the virtues of being self-employed and why pornography is currently substitute for sex education.
Highlights include: · Why you should work out your values before your career choice · Why the ad industry’s glory days could still be ahead · The folly of ageism · Why 45 is the age to leave corporate life
The latest edition of the Marketing Week Explores podcast was recorded during the School of Marketing’s inaugural event, set up to get young people from diverse backgrounds to consider a career in marketing.
In it, senior writer Charlotte Rogers asks a panel of guests to reflect on their experiences and perceptions about working in marketing.
In the latest Marketing Week Explores podcast, features editor Lucy Tesseras and senior writer Charlotte Rogers discuss how brands are opening up their businesses to new ideas and collaborating to bring fresh innovations to the table.
Scott Galloway is an academic, author and entrepreneur. He is also one of the world’s best known and most respected voices on modern marketing.
The NYU marketing professor's first book, The Four, was a dissection of the rise of tech giants Google, Facebook, Amazon and Apple. His latest, The Algebra of Happiness, tries to distil the pursuit of success, love and the meaning of it all.
In this podcast, Galloway discusses his career choices, the route to fulfilment and the state of marketing. Highlights include:
· The virtues of starting a business during a recession · Why you should not “follow your passion” · Why “woke washing” in marketing is disingenuous · The threat of algorithms to marketing and society
Julia Goldin is Lego’s chief marketing officer, responsible for leading an 1,800-strong team on its mission to inspire the “builders of tomorrow” and give as many children as possible access to the developmental benefits of Lego.
A keen pianist and scuba-diver, Goldin moved from Russia to the US in the late eighties to study communications at the University of Illinois before going on to do an MBA in international marketing and finance. Her marketing career began at Quaker Oats shortly after that, which was followed by 13 years at Coca-Cola and then Revlon, before she joined Lego in 2014. Five years later and Julia and her team are working on projects with NASA and sea life rescue in France.
In this wide-ranging interview, Goldin discusses everything from how her early life influenced her move into marketing and the most pivotal moments of her career to what she hopes her legacy will be. Topics include:
• Her biggest marketing influence (clue: it’s not a marketer) • “Growing up behind an iron curtain” - her experience moving from the Soviet Union to America • Making a mark and the defining theme in her career • Why her biggest career success hasn’t happened yet
In the latest Marketing Week Explores Podcast news editor Sarah Vizard sits down with senior writer Charlotte Rogers to discuss how increased attention has been put on determining the impact of media, meaning creativity has appeared to be in decline, but new methods and a renewed focus could reignite the spark.
Jan Gooding is one the best known and highest regarded marketers in the UK. After leaving university, she began her career on a management training course at Selfridges before embarking on a 12 year career in advertising. She moved client side in 2004, first with BT before moving to British Gas and then Aviva. After leaving last year, she now enjoys an archetypal portfolio career. She continues to champion gender equality in business and is a supporter of more inclusive working environments.
In a wide-ranging interview she discusses:
Why her skills as a marketer helped her become an "accidental activist". Her "career limiting" inability to stand by and keep quiet on issues. The "shameful" sexism and racism she saw in 80s ad land. Why markers have a responsibility to help drive societal change. Her biggest bugbear - "obsession" with digital tools of questionable effectiveness.
Rory Sutherland is vice chairman of Ogilvy, where he has spent almost the entirety of his 30 odd years in advertising. He is also a Radio 4 regular and Ted TALK star.
The 'Don Draper of the UK’ as some describe him is also one of the world’s most acclaimed behavioural economists, on which he consults for some of the world’s biggest brands. He is also now an author with his book "The surprising power of ideas that don’t make sense’ soon to be released.
In this episode of the podcast Sutherland discusses what needs to be done to propel marketing up the value chain, the folly of trying to apply science to marketing, and the battle between effectiveness and efficiency.
Marketing Week Explores: Marketers are moving away from demographic segmentation in favour of behaviour, life stage and attitude, but many are still failing to effectively reach the over-50s market.
Keith Weed is one of the highest-profile marketers in the world. As CMO of Unilever he oversees one of the biggest marketing organisations in the world. He is also a vocal advocate for change in the industry and is currently president of the Advertising Association, where he is leading efforts to increase trust in advertising. He has also rallied to improve the veracity of digital ad metrics and end gender stereotypes in advertising, among other things.
In a special edition of the podcast live in front of an audience at Marketing Week Live and ahead of his imminent retirement, Weed discusses his career and thoughts on the state of marketing in 2019. Topics include:
• The relationship marketers must have with their CFOs • The folly of the digital moniker • The risk data poses to creativity
From the benefits of bringing new thinking to an unfamiliar sector to driving change as an interim marketer, Marketing Week explores the opportunities and challenges of taking an alternative path.
Nicola Mendelsohn is Facebook’s Vice-President for Europe, the Middle East and Africa and as such one of the most influential executives at one of the world’s biggest brands and significant marketing channels. Starting her career in advertising BBH in 1992 she rose to business development director before leaving to join Grey London as its deputy chairman in 2004. In 2008 she left to join then independent agency Karmarama as partner and executive chairman, a position she held for five years before leaving to join Facebook.
In a wide-ranging interview Mendelsohn discusses: · How she coped when diagnosed with cancer · How BBH’s approach to creativity has helped shape her career · Why more needs to be done to help women reach leadership positions · Brand safety, political advertising, data use and Facebook’s role and responsibility · What Facebook needs to do to restore trust in its brand
Fernando Machado is a marketer on the up. Since joining Burger King in 2014 after 18 years at Unilever he has been celebrated for the brand’s quirky creativity and its willingness to take a stand on societal issues, achieved on limited budget. He was recently named 'Grand Brand Genius of the Year' by Ad Week in the US, an award that followed Burger King being crowned Creative Marketer of the Year at Cannes in 2017.
In this wide-ranging interview, Machado discusses: · Why the “great idea” is everything in marketing · The importance of having a challenger mindset · Why data-led companies don’t need marketers · His quest to convince people that fast-food is “not evil” · Why Burger King’s brand DNA justifies its purpose driven campaigns
How does company size impact on career development? Do you need a marketing degree to break into the industry? Are businesses catching up to the demand for flexible working and which sectors offer marketers the highest wage packets?
The 2019 Marketing Week Career and Salary Survey gets under the skin of these issues as the UK's biggest analysis of the state of marketing as a career destination.
In the latest edition of the Marketing Week Explores podcast, editor Russell Parsons, features editor Lucy Tesseras and senior writer Charlotte Rogers wrap up the key takeaways from the survey and explore what it reveals about the marketing industry in 2019.
........ The 2019 Marketing Week Career and Salary Survey analysed the responses of 4,415 marketers from 24 different industries including agencies and consultancies, the automotive sector, entertainment, FMCG, financial, telecoms, sport and travel. The seniority of the respondents ranged from graduates and marketing assistants to senior managers, board directors and partners. This is a nationwide sample of UK marketers, including digital specialists. In all cases relating to pay marketers were asked to give their basic wage, excluding bonuses and benefits.
In the latest Marketing Week podcast, editor Russell Parsons and reporters Ellen Hammett and Molly Fleming share their marketing moments of 2018, predictions for the year ahead and what they would like to consign to Marketing Week's Room 101 in 2019.
Sara Bennison is a marketer with almost 30 years of experience. Starting her career as a graduate trainee at JWT in the late 80s she rose to become managing partner at Grey London in 2003. She jumped client-side to BT and then into financial services, first at Barclays, where she was CMO of its personal and corporate bank, then to Nationwide in 2016 where she works today. She is an active advocate for change with various industry bodies and was named Visionary Marketer of the Year at Marketing Week's Masters of Marketing awards. In a wide-ranging interview, Bennison discusses: · Why brands need to give their agencies the time and space to have “the crazy idea” · Why the financial crash was good for branding in the financial services industry · Why the true test of a marketer is when things aren’t going to plan · The virtues of testing yourself in an alien environment · Overcoming marketing’s “obsession with numbers” and focusing on the long term · Why it’s important to work for a company aligned with your values
In a world overwhelmed with ideas, propositions and things, what role should marketing play when it comes to building a brand from scratch? When launching a new venture, budgets can be tight and the founders’ focus is usually on developing a product a building a customer base as quickly as possible, any way they can.
Here, MW reporter Ellen Hammett and features editor Lucy Tesseras discuss building a brand from scratch.
Seth Godin has the eyes and ears of marketers throughout the world. He is the writer of the world’s most read marketing blog, and has written several best-selling books on marketing, business and personal development. He is also an entrepreneur and a marketer of significant note, taking his place in the Marketing Hall of Fame, an induction no doubt helped by a stint as Yahoo VP of direct marketing in the 90s.
In a wide-ranging interview Godin discusses: Why his advice for young marketers is “Do marketing”. The limitations of 'big data' and why it will only ever lead to incremental gains. What marketers can learn from The Grateful Dead about targeting and segmentation. The battle between good and evil that will define the future of marketing. How marketing helped end the cold war. Why more focus should be on the customer’s purpose and not the company’s.
Mark Ritson is a columnist, consultant, professor and one of the most authoritative voices on marketing in the world. A proponent of marketing fundamentals and rejecter of consensus thinking, Mark has worked with some of the biggest brands in the world and through his teaching at some of the world’s top business schools and more recently the Marketing Week Mini MBA, he has helped thousands progress in their career.
In this episode of Marketing Week Meets, recorded at The Festival of Marketing, Mark answers the audience’s questions and tackles:
- Why CMOs need to talk about “making money first” and brand and customer satisfaction second if they want the respect of CFOs
- Why long-term brand building should be the job of agencies
- The coming Apocalypse in marketing caused by a lack of formal training among marketers
- His “despair” over the lack of appetite of British marketing professors for practical experience
- Having no major professional regrets and why he applies the 40/40/20 rule to making money
Rita Clifton has been described as the “doyenne of branding” and with 40 years of experience in the industry such praise is merited. Career highs include stints as vice chair of Saatchi & Saatchi during advertising’s heyday and chair of Interbrand, where she was at the forefront of a push to get brands valued as tangible assets on a company’s balance sheet. She is also the author of several books on branding and is a serial non-executive director with current NED positions at Nationwide and Asos. She was awarded a CBE for services to advertising in 2014.
In a wide-ranging interview, Clifton discusses • The revolution in marketing in the early 80s • How agencies grew with the changes • The challenge of getting brands recognised as core assets • Why brand needs to be the organising principle in companies • The skills required to become a non-executive director
In the latest episode of the Marketing Week Explores podcast we explore the launch of The School of Marketing, a new learning platform and series of educational initiatives aimed at solving the looming talent crisis in the marketing industry by raising awareness of the profession as a career option for young people.
To explore the initiative further Charlotte Rogers chats to Ritchie Mehta, dean and managing director of the School of Marketing, Mark Evans, Direct Line marketing director and chairman of the School of Marketing and Marketing Week editor Russell Parsons.
Syl Saller is one of the UK’s highest-profile and most respected marketers. Beginning her career at Gillette in 1984 she had a number of senior leadership and marketing roles before joining Diageo in 1999, rising through the ranks to become global chief marketing and innovation officer in 2013. Notably, in a world which often sees marketers bemoaning their lack of influence, she is also on the company’s executive board. Related, she is the president of The Marketing Society, where she is pushing an agenda aimed at making marketers better leaders in their businesses.
In a wide-ranging interview Saller discusses:
· Why you can learn as much from failure as you can from success · The evolution of the Diageo brand · Empowering the next generation of female leaders · Why marketers need to “follow the margin” · Finding the balance between being demanding and supportive · Why taking things personally is a good thing but “wallowing” isn’t
There are not many marketers who can boast about having founded a major brand. But that’s what Gav Thompson did when he launched Giffgaff in 2009, which is just one significant stop-off in a career spanning almost 25 years.
Not one to settle on a particular path, his professional journey to date has been anything but linear. Indeed, it is the very epitome of a zig-zag career, taking in some of the biggest names in agency world, telcos, startups and a stint as CMO of Paddy Power at the height of criticisms over its controversial - some might say distasteful - ad campaigns.
In a wide-ranging interview Thompson discusses:
Why hanging out in bars and shops is the route to true customer centricity. How far is too far when it comes to controversial ads. The cultural, branding and insight challenges of launching a startup. Why 'creativity versus data' is a false dichotomy. The route to brand success - a marriage of efficiency and effectiveness.
FMCG has always been heralded as the ultimate place to learn marketing, but with the rise of faster-paced, perhaps more innovative sectors where young marketers can learn a wider array of skills and more hands-on learning experience, is FMCG still the only option?
Amanda Mackenzie is one of the UK’s most respected marketers. Beginning her career in agencies, she jumped brand side in 1998 with a series of challenging jobs in unpopular sectors including a stint as CMO of Aviva where she oversaw one of the biggest rebrands in financial services history.
She left marketing in 2015 to work with film-maker Richard Curtis on Project Everyone before becoming CEO of Prince Charles’s charity Business in the Community in 2016. She was awarded an OBE for services to marketing in 2015. In a wide-ranging interview, Mackenzie discusses:
Why marketers should pursue P&L responsibility Why the complexity of unloved sectors should be appealing to marketers The ongoing battle for gender equality in boardrooms Why the “incredible” Richard Curtis is as good a strategist as he is comedy writer Why most brands talking brand purpose are just paying “lip service”
As brands overhaul the established model of discount-based loyalty schemes, is rewarding longevity now the answer to incentivising profitable customer relationships?
Marketing Week editor Russell Parsons speaks to Tom Goodwin, head of innovation at Zenith and author of "Digital Darwinism" about a wide range of topics from the importance of people and creativity in digital transformation to the role of brands on social media.
In the latest Marketing Week Explores Podcast reporter Molly Fleming speaks to Mark Sandford, chief revenue officer at the Book of Man, about the impact toxic masculinity has on male mental health, while senior writer Charlotte Rogers interviews Iain Sawbridge, CMO of Beano Studios, about using content to address children's issues around mental health, confidence and emotional literacy.
Marketing Week editor Russell Parsons speaks to David Wheldon, CMO of RBS Group and president of the World Federation of Advertisers. The "accidental careerist" talks about his 35 years in marketing in which he has held executive positions agency-side and at global brands including Coca-Cola, Vodafone, Barclays and now RBS where in addition to overseeing brand strategy for some of the UK’s biggest financial services brands, he is also on its executive committee.
In a candid interview, Wheldon discusses:
The challenge of rebuilding RBS' brand repuation
Why marketers shoudn't get distracted by digital
Tackling a "discombulating" corporate crisis at Barclays
Why marketers would benefit from working at agencies
His career highs and lows
The biggest challenges marketers will face in the future
In the latest Marketing Week Explores Podcast features editor Lucy Tesseras, senior writer Charlotte Rogers and reporter Ellen Hammett explore the latest developments in tech from Bitcoin and blockchain to virtual reality, the Internet of Things and 5G.
Marketing Week editor Russell Parsons speaks to Professor Byron Sharp (the influential author of How Brands Grow and director of Ehrenberg-Bass Institute at the University of South Australia) about what motivates his work, what attracted him to a career in marketing and more.
Through his work he has gathered the attention of some of the world’s biggest brands, many of which have adopted his evidence-based approach. However, some have also taken issue to his black and white approach.
Sponsored by Salesforce.
Is marketing considered a career destination?
We surveyed more than 8,000 students about whether they would consider marketing to be a career destination. And the results have proven to be a wake up call for the industry.
Marketing Week discusses key insights from our annual Career and Salary Survey, including why marketers in the gaming and gambling sector are so happy and what can be done to address the gender pay gap.
The Marketing Week team discuss the campaigns, high and low lights of the year and look forward to 2018.
Microsoft’s Helen Tupper and Direct Line's Mark Evans join Marketing Week’s Russell Parsons for the latest careers podcast.
Microsoft’s Helen Tupper, Sainsbury’s Sarah Ellis and scholars from The Marketing Academy join Marketing Week’s Russell Parsons for the latest careers podcast.
In the first of our series of monthly careers podcasts, Russell Parsons, editor of Marketing Week, talks to Microsoft's Helen Tupper and Sainsbury's Sarah Ellis, to gain practical advice on personal and professional development in the industry.
The duo, who also run Amazing If, are joined by the founder of The Marketing Academy, Sherilyn Shackell, who gives advice on how marketers can take control and become masters of their own careers.