The Marketing Society podcast

The Marketing Society podcast

The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 2650+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone. Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us. Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of our Marketing Society Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events. Become a member https://marketingsociety.com/join read less
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Episodes

The power of entrepreneurial thinking for brands: Episode 1
Feb 22 2024
The power of entrepreneurial thinking for brands: Episode 1
Welcome to our new series: The power of entrepreneurial thinking for brands, hosted by The Marketing Society member Ruth Fittock. Episode 1This episode explores how entrepreneurial thinking, or challenging the best of start-up energy, can benefit any brand, whatever the size Start ups are having a real moment in the spotlight- agile, fast and able to take big risks without fear of damaging a legacy brand, they are everything that big brands aren’t and can’t beBut is that true? What if ‘start-up’ is a mindset, one big business can implement too to ensure they are ever evolving to meet the needs and demands of their consumer? Discussing the benefits of entrepreneurial thinking and the principles that can benefit any brand today are Ruth Fittock and Carly Osman Holme. Ruth is a fractional Marketing Director who has worked with some of the UK’s most exciting FMCG start ups and scale ups, including Vitaminwater, Popchips and most recently snack start up Simply Roasted Crisps Carly works with brands to unlock and implement challenger brand thinking, she has worked with some of the biggest brands in the world including Coca-Cola and Nestle, through to startups with nothing more than a brilliant idea. Host: Ruth Fittock, Linkedin Guest: Carly Osman Home, LinkedinFind 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.
Unofficial Partner - The Buy Side - MoneyGram and F1
Feb 20 2024
Unofficial Partner - The Buy Side - MoneyGram and F1
The Buy Side is our regular series where we talk to brand side marketers about sport and sponsorship.Our guest is David Paro, Head of Global Sponsorships at MoneyGram, the financial services company which became the title sponsor of the HaasF1 team in 2022. So this is a conversation that takes us inside the business of Formula One, the sponsor's view of Drive To Survive, superstar drivers and team principals as well as marketing return on investment, strategy and the future of the finance and bank category, one of sport's biggest funders.The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s 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 @UnofficialPartnerWe 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 300 sports business conversations are available free of charge here.Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.
The Whole Marketer Ep115 - Marketing Effectiveness with guest Dr Grace Kite
Feb 20 2024
The Whole Marketer Ep115 - Marketing Effectiveness with guest Dr Grace Kite
Episode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business. Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow. In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers. Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer  This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk Host: Abigail (Abby) Dixon FCIM/ICF | LinkedInGuest: Dr Grace Kite | LinkedInThe 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
The Whole Marketer Ep114 - Work/life balance with guest Katie Martin
Feb 13 2024
The Whole Marketer Ep114 - Work/life balance with guest Katie Martin
Episode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole. A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.  Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider. In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help. Plus the work/life culture at Innocent and career highs and lows. Host: Abigail (Abby) Dixon FCIM/ICF | LinkedInGuest: Katie (White) Martin | LinkedInThis podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 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
Unofficial Partner - If Netflix Ran Sport
Feb 9 2024
Unofficial Partner - If Netflix Ran Sport
Erin Ruane was vice president of content acquisition at Netflix for more than a decade, participating in the formulation and execution of the company’s strategy, from the launch of the streaming service, international, pricing and culture. Her responsibilities included negotiating and managing all studio relationships, over $350 million in annual spend. Joining Erin is Claire Kelly, General Manager of Gemba Europe. Gemba is a strategy consultancy for the Sport & Entertainment industry, driven by data to support rightsholders and brands grow fans, deepen engagement and achieve their commercial goals.Topics include Netflix's recent ten year $5billion deal with WWE and the lessons for the sports industry to be gleaned from Netflix and Disney.You can hear our previous episode - If Tesco Ran Sport - in the archives. 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 @UnofficialPartnerWe 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 300 sports business conversations are available free of charge here.Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.
Investing in Biodiversity is a Competitive Opportunity with Gavin Sheppard and Rob Cheesewright, Pinwheel
Feb 9 2024
Investing in Biodiversity is a Competitive Opportunity with Gavin Sheppard and Rob Cheesewright, Pinwheel
When you view something as a competitive opportunity, you look at it totally differently - how can we go above and beyond? How can we get a real angle on this? How can we bring people with us along this process?We’ve had a bit of a focus or mini-series on biodiversity and nature over the last few episodes of Can Marketing Save the Planet because it is so so critical that we start to understand, talk about and most importantly take action in reducing, removing and restoring the damage that we (business and society) are doing to the environment. So, we were delighted when Gavin and Rob over at Pinwheel agreed to come back on the podcast to talk about the solutions and actions that are available today that businesses can make part of their sustainability agendas, and the compelling business case this type of investment can build across, acquisition, retention, collaboration, competitive opportunity, sales and profit. As Gavin says, these projects give, “access beyond value chain mitigation projects which repair and restore our climate and ecosystems.” The damage that has been done is staggering, there has been a 69% reduction in living species since 1970 globally and, in the UK we currently only protect 3% of land 8% of seas, well behind the 30% global target needed by 2030 set out at COP15. Biodiversity and climate are not mutually exclusive – as with everything it’s all interconnected.Tune in and listen as we cover:The opportunity for brands to really get involved and for marketers to be able to tell the stories of the projects their organisations support as well as that all important progress.·The fact business can take action now, we can start to reduce the damage, remove the legacy damage and, restore habitats immediately.Consumer demand, investor demand and changing regulations will force business to do this eventually, so why not be a pacesetter.Why investing in biodiversity is a competitive opportunity. How biodiversity is different to carbon in so many ways, yet they are so inextricably linked and addressing one helps the other and vice versa.·Why B2B organisations are moving quickly on this. The data and insights that come from investing in biodiversity projects builds a compelling business case across the board. Enjoy…For more information about Pinwheel - see here.________________________________________________________________________________You’ll 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. We’re all in this together.Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
The Whole Marketer Ep113 - Self identity with guest Bronwen Foster-Butler
Feb 6 2024
The Whole Marketer Ep113 - Self identity with guest Bronwen Foster-Butler
Episode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world. In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation. Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA. In this episode, Bronwen shares what is a sense of self, why it’s important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity. Host: Abigail (Abby) Dixon FCIM/ICF | LinkedInGuest: Bronwen Foster-Butler | LinkedInThis podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 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
The Whole Marketer Ep112 - Brand partnerships with guest Beth Reeve
Jan 30 2024
The Whole Marketer Ep112 - Brand partnerships with guest Beth Reeve
Episode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)  Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.  In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues. Plus Beth’s career highs and lows and her insightful advice for marketers of tomorrow. Watch the campaign video here Driving For Change (colgate.com) Host: Abigail (Abby) Dixon FCIM/ICF | LinkedInGuest: Beth Reeve | LinkedInThis podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 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
Biodiversity - How Marketing Can Inspire People to be Part of the Solution, with Dr Samual Sinclair, Co-Founder of Biodiversify
Jan 25 2024
Biodiversity - How Marketing Can Inspire People to be Part of the Solution, with Dr Samual Sinclair, Co-Founder of Biodiversify
“We are totally dependent on biodiversity to survive – this is not a ‘greeny’ concern, this is an everyone concern.”Given nature and biodiversity is SO important to the future of humanity, we wanted to dive deeper into this important area. Following our recent episodes with the brilliant Alexandra Pimor, who works with organisations to give nature a voice and a seat at the boardroom table, we jumped at the chance to chat with Dr Sam Sinclair, a conservationist and expert on biodiversity.Sam starts with explaining what biodiversity is, and just how totally dependent we are on biodiversity to survive.There are more people and cattle than on earth today than there are wild animals – which is terrifying. We’ve reached a critical point where nature can no longer be a nice thing to look after. And we discuss how biodiversity loss poses a real threat to humankind. “The biodiversity field has absolutely exploded in the last year and companies all over the place are now questioning and thinking about this in really serious terms, asking what is my businesses impact on biodiversity and what can I do to reverse it?”As you’ll hear we talk about developing a biodiversity strategy, and importantly how organisations can take action and make different choices. A key point Sam raises is that, “biodiversity is different to carbon as there is no single metric of measure…it’s very context specific.” He goes on to explain, “what a good biodiversity strategy should do is take all the frustrating complexity and make it not frustrating…here’s how it all comes together and this is where we are and this is what good looks like.”Sam talks about the shift he is seeing from organisations moving away from individual projects, towards holistic programs and it’s at this point we talk about how for marketing this presents an incredible opportunity. Why? Because, people actually care about biodiversity. “Everybody has a story, everybody has a personal connection to biodiversity. This gives marketers those opportunities to craft narratives and people want to do the right thing, which is share by organisational culture.” Who doesn’t want to tell engaging stories which resonate and capture people’s attention, inspiring them to want to be part of the solution?”|We ask Sam about tree planting and the context and effectiveness around this well-known initiative. He explains that it is an important element, but it is a small piece of the solution. “Tree planting has great PR so people can get it, it is one unit of nature and they can see it. People don’t look at grasslands and soils in the same way, understandably. Tree planting captures the imagination.”Sam shares so much wisdom and insight in this episode, it really is one for everyone so we’d encourage you to listen, and share no matter what sector, industry or role you are in.Enjoy…For more information about Sam and Biodiversify - see here.________________________________________________________________________________You’ll 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. We’re all in this together.Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
The Whole Marketer Ep111 - Strengths with guest Sean Hall
Jan 23 2024
The Whole Marketer Ep111 - Strengths with guest Sean Hall
Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.  When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment. Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, “leaving them more well than when they found them”. In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it’s so important for you and others around you to have this self-awareness.  Plus Sean shares his experience of burnout and his advice for marketers of tomorrow. You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.orgHost: Abigail (Abby) Dixon FCIM/ICF | LinkedInGuest: Sean Hall | LinkedInThis podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 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
Exploring the world of ‘Meaningful Work’ - Challenges and Opportunities, with Claire Osborne, Sustainability Career Coach
Jan 15 2024
Exploring the world of ‘Meaningful Work’ - Challenges and Opportunities, with Claire Osborne, Sustainability Career Coach
Are you using your career to fight for the future? In this episode we talk with Claire Osborne who has a fascinating job as a sustainability career coach. Claire works with people who are increasingly looking at where and how they work, questioning the role they can play as climate change, climate action and sustainability continue to rise up the world’s agenda.  Claire talks about the challenges both business and people are facing and the research from David Graeber’s work around ‘bullshit’ jobs. Claire tell us that research reveals that, “37% of all roles are done by people who themselves rate them as having no positive impact in society”. She goes on to explain, there are box tickers, duct tapers, flunkies and many more categories, all of which open up many questions about the roles we spend most of our time doing.Claire shares the trends she is seeing such as people defining their own roles and setting their own purpose in work, as well as asking, how one applies the role to drive meaningful impact.Claire works with people who are trying to change the status quo, and shares with us some of the challenges that come with doing that and what you can do to feel supported, capable and less isolated in the sustainability space.We also talk about how to influence and build the business case for change and Claire shares some key principles around this and things people can be doing such as, “1. Seed-bombing, 2. Doing your research and listening for certain things within the audiences you are talking – what are their aspirations, ambivalences do they have, and what anxieties do they have? And 3. Listening in the moment, to find the 10% that the other person is right and explore that.”We dive into effective communication skills and the need to listen more, to share and have conversations, as opposed to purley broadcasting and talking ‘at’ our audiences. Claire shares her view on marketing and the skills Marketers have that can be put to great use in the sustainability space, explaining… “there is a ballsy-ness and incisiveness, which we could all do with applying.”Claire believes, “Marketers can use their knowledge, the insights and research they have access to, to create clear, rather than clever messaging to help with understanding, and to bring in a rigour that doesn’t overwhelm, but sells the next action, the next thing to do.”There’s a lot of advice Claire shares, and she busts open some of the most prominent myths in the sustainability space, giving a wealth of practical things for listeners to take away from this episode.Enjoy and any questions… simply get in touch.From Claire’s website:Working in sustainability is tough - the scale and urgency of the climate crisis can make it tough to keep moving forward with energy & focus. Frustration, exhaustion, uncertainty & overwhelm drain energy and make it harder to bring your best thinking to the challenge. One thing is for sure though; we need experienced Sustainability Leaders on the pitch. Your expertise is essential to steer the debate and drive action. Use the latest in neuroscience and behavioural psychology to set you up to be a force for change on climate.If you feel like you want to speak to Claire, you can find more on her website here: https://www.claireosborne.co.uk/