Unicorny

In this episode of the Unicorny podcast, Scott Stockwell, a seasoned brand strategist at IBM, shares his valuable insights on leveraging design thinking and agile methodologies to revolutionise marketing efforts.   Scott provides practical examples of how to enhance creativity, flexibility, and customer-centric approach in marketing. He emphasises the significance of looking back to info...

This is an episode about the secrets of great marketing. Starring acclaimed marketing expert, Rachel Fairley, Dom and Rachel discuss the essence of marketing, the importance of customer needs, and maintaining brand promise to prevent churn. Rachel shares her journey from a job in Brussels to becoming a marketing expert with over 30 repositions to her name; emphasising the need for a clear methodol...

This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert. Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because a...

 In this episode of the Unicorny podcast, host Dom Hawes digs deep into innovation without sacrificing performance as he's joined by Zone to Win author, Geoffrey Moore. Geoffrey is a world-famous business consultant, author and marketing expert with a stable of highly influential books including international best-seller, Crossing the Chasm. Moore opens the episode explaining the core concepts out...

In this episode, two titans of B2B, Shane Redding and Chris Wilson join host, Dom Hawes, to kick off the year talking about a marketing reboot. But things don't go to plan. Shane and Chris disagree with Dom's premise from the off and the conversation bounces between them as they make their cases for how to make marketing fit for the future. Once they've got over their differences, they talk about...

Merry Christmas and welcome to the Unicorny team party! We're delighted to be joined by our amazing blog writer, Ornella Weston, who chats with host Dom about what she's been seeing and hearing this year. Later in the episode, you'll get to hear from all of us — the Unicorny crew — sharing our favourite episodes and takeouts. And, of course, in true Dom style, we also have a little rant about our...

In this episode of Unicorny, Dom talks to Richard O'Connor, CEO of B2B Marketing and Propolis, about community, buyer enablement and marketing effectiveness in B2B. Richard challenges the traditional notion of sales and marketing alignment, emphasising the crucial role of understanding the buyer's journey and effective communication with stakeholders. The discussion also touches on the challenges...

Why 54 tech titans failed (so you don't need to) Personal note from our host, Dom Hawes: " Hi folks... this is a very special episode for me and part of a personal mission to see 'Chasm principles' return to every day marketing parlance. In this episode Geoffrey details why tech titans, who ruled their day, faded away to nothing... all for the same reason. Moore's work is the definitive playbook f...

In this episode of the Unicorny podcast, you'll hear antidote to dullness in the conversation with Joerg Klueckmann, Head of Marketing at Finastra, the largest financial technology business in the world.   This episode explores the importance of creative vision in marketing and the challenges of executing that vision in complex organisations. Joerg Klueckmann shares his experience in managing...

24 Assets that drive digital success In this episode of Unicorny, we dive straight into the second part of a conversation with host Dom Hawes and guest Daniel Priestley.  You'll discover the importance of creating assets that work for both your business and yourself. Daniel discusses his book, 24 Assets, which breaks down the different types of assets you need to thrive in the digital age. Fr...

Become a Key Person of Influence in your business    We've got entrepreneur royalty in the house this week. Tune on to hear our host [Dom Hawes] talk to acclaimed author, Daniel Priestley, about his super successful thought leadership bible and playbook, Key Person of Influence (KPI). Dom and Daniel talk personal branding and thought leadership in the digital age, with Daniel emphasising the...

This is a show about culture and society, crisis and social media. Host, Dom Hawes, is joined by Charlotte Lander, Director, Social Media, Corporate Affairs, Brand & Marketing at Standard Chartered Bank. They talk reputation, social media - the threats and opportunities it brings, but ostensibly today they’re talking about culture and society… it’s the S in your PEST analysis. Charlotte was on...

In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell , to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons , calls ‘today’s necessary mantra’: “doing more with less”. That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn. But c...

In this episode of the Unicorny podcast, Dom Hawes talk to Steven Millman , Global Head of Research and Data Science at Dynata. The conversation focuses on the practical applications of AI in marketing and market research, including customer targeting, personalisation, and campaign optimisation. Steven and Dom discuss recommendation systems, AI as a service vendors, and the future trends of AI in...

The B2B NBT: Marketing Transformation  In this episode, we talk to Fujitsu’s Andrea Clatworthy as she explains taking on the position of the Head of Transformation. Marketing Transformation is the next big trend in B2B marketing and, just as they did with Account Based Marketing , it looks like Fujitsu is ahead of the pack again. Tune in to hear how transformation at enterprise involves both...

A/B seeing ya! Is AI the end of split testing? This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO). In the conversation, host Selbey Anderson 's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x) , an AI-enabled CRO business. Julian shares his journey in subscription marketing and how h...

Value Innovation in Action: Promotion and Place This is the second half of an extraordinary dive into value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. In this part of our incredible interview with JetBlue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Place, Promotion element of the M...

Value Innovation in Action: JetBlue Ocean Strategy This is a show all about value innovation, or what INSEAD professors Chan Kim and Renée Maugborgne call Blue Ocean Strategy. You’re about to hear an incredible interview with Jet Blue Airline’s General Manager Europe, Maja Gedosev. Together, we explore the amazing ascent of JetBlue through the Product, Price, Place, Promotion lens of the Marketing...

AI. Everything, Everywhere, All at Once This is a podcast about AI, specifically large language model AI. Before you switch off, I know there is already a lot of content on the Internet about artificial intelligence, particularly large language models.  So you might ask yourself ‘why do we need even more?’ Here's why.   Marketers appear to be taking polar approaches when it com...

Value Creation the Private Equity Way This week, we're talking to Peter Russell-Smith about the evolving role of marketers, particularly in sustaining growth. We talk about the relationship between the CFO and the CMO, we get stuck into a bit of theory with the ANSOFF matrix when we discuss market share, but first, we continue talking about marketing's role in due diligence.  This i...

Value Creation the Private Equity Way Times are tough and marketers need to lead the way in creating value for their businesses because marketing is the value creation engine of any business. While others argue about the various merits of brand versus performance marketing (as though there are no other options), Unicorny’s editorial team looks at what lessons marketers can learn from the best valu...

Join Simon Hildrey, Liontrust’s dynamic CMO and Jeff Watt as we tackle the branding conundrum in the demanding world of asset management. An ex-journalist, Simon speaks with amazing clarity and passion about how strategic and a distinctive brand identity has helped Liontrust win hearts and minds. To some, marketing in highly regulated industries in a compelling and value adding way seems like miss...

Episode Description This week, Dom is joined by Russ Powell, MD at Sharper B2B Marketing and Don Campbell, Head of Alliance and Partner Marketing a Endava to talk about using partnership and alliances to scale. The core of today's conversation is about how Endava is using partnerships and alliances to scale and win the future. If you operate in complex markets and you're struggling to gain tractio...

In this episode, host Dom Hawes meets Joel Harrison, and Georgina Gilmore and they discuss the role of marketing in mergers and acquisitions. They highlight the importance of involving marketing early in the process, as marketing can add value from the very beginning, especially in understanding human behaviour and instincts.  They also emphasize the importance of communication and alignment...

Episode Description This week on Unicorny, Dom is joined by co-host Ian Henderson to interview Mark Evans, ex-Managing Director of Marketing & Digital at Direct Line. Mark also co-hosts a top marketing podcast with Ritchie Mehta (links below). In the conversation, the team deep dive into the background behind the iconic Winston Wolf advertising campaign that revitalised Direct Line. Dom, Ian a...