The Digital Edge by Incubeta

In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Phil Fersht, founder and CEO of HFS Research, to dissect the critical operational and financial realities of the enterprise AI boom. Phil pulls no punches as he warns CMOs about the skyrocketing economic constraints of automation, highlighting how unmanaged token costs can explode into millions of dollars a month. The conve...

In this episode of The Digital Edge, host Mark Reed-Edwards talks with brand strategist and copywriter Ben Afia to explore why AI is fundamentally a brand problem rather than just a productivity or automation tool. Drawing on decades of experience in brand tone of voice and his book, "The Human Business," Ben breaks down the dangers of relying on generic training data, which risks flatte...

In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Mark Schaefer, renowned author, speaker, and marketing expert, to discuss how professionals can stay relevant and bold in a rapidly evolving digital landscape. Drawing insights from his book, Audacious: How Humans Win in an AI Marketing World , Mark explains why relying heavily on AI for tasks like market research risks str...

In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Christopher Penn, the Co-Host of the Marketing Over Coffee podcast, and the Co-founder and Chief Data Scientist at TrustInsights, to explore the seismic shifts happening in the AI and marketing landscapes. As organizations transition from the excitement of generative AI to the practical complexities of agentic workflows, Ch...

In this episode of The Digital Edge, host Mark Reed-Edwards speaks with Paul Ruscoe, Incubeta’s VP of Market Intelligence, about the growing disconnect between how marketers measure performance and how marketing actually drives growth. Together, they unpack the “confidence paradox”: why many marketing leaders feel confident in their ROI and measurement, while simultaneously acknowledging that a si...

In this episode of The Digital Edge, host Mark Reed-Edwards talks with Tom Williams, Global Creative Director at Incubeta, to explore the evolution of creative in the age of AI. Moving beyond the "prompt engineering" hype, Tom explains why traditional art direction and storytelling remain the essential anchors for high-quality brand creative. From leveraging tools like Veo 3 and Seedance...

In this episode of The Digital Edge , host Mark Reed-Edwards speaks with Stephanie Firth, Senior International Digital Marketing Manager at Cricut, about how marketing is evolving from a click-driven model to one centred on attention. Managing a category-creating brand across 11 international markets, Stephanie explains how marketers can guide algorithms with the right data and creative while stil...

In this episode of The Digital Edge, host Mark Reed-Edwards chats with Amy Crowther, President, Americas for Incubeta, to explore the evolving landscape of digital marketing. From her career path starting in the UK to leading global strategy in Australia and the US, Amy shares her unique perspective on building agencies that are fit for the future. The conversation dives deep into the intersection...

In this episode of The Digital Edge , host Mark Reed-Edwards sits down with Jonathan Greene, Co-Founder and CEO of RocketSource by Incubeta. Together, they explore the data silos and security risks that can emerge as organizations begin adopting large language models (LLMs). Jonathan explains why the solution lies in deploying enterprise-grade LLMs. By using a secure, private, cloud-based solution...

Discover how AI is reshaping the future of digital marketing in the first episode of The Digital Edge Season 2. Host Mark Reed-Edwards is joined by Michael Ossendrijver, Chief Growth Officer at Incubeta, for a deep dive into the evolving role of artificial intelligence, human intuition, and integrated marketing strategies. In this conversation, Michael shares why curiosity and rapid experimentatio...

In this Advice Line episode of The Digital Edge with Andy Arnett, we dive into essential best practices for brands navigating the evolving landscape of Google and ChatGPT. Andy shares key insights on how the fundamentals of building trust and authority remain crucial, and why E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is still at the core of Google's algorithms. Incubeta i...

In this episode of The Digital Edge, host Lisa Morton, Marketing Director, sits down with Ash Rain, APAC Client Director at Incubeta, to unravel the mysteries of marketing measurement. They dive into the "gold standard" of measurement—the powerful combination of Mixed Media Modeling (MMM), experimentation, and attribution. Ash explains why you can't just rely on one and how weaving them all togeth...

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Damien Bennett, Incubeta’s UK Chief Strategy Officer. Renowned for building sustainable solutions for key digital marketing challenges, Damien explores how businesses can switch up the narrative around marketing - turning it into a business function worthy of investment, rather than a costly ‘must have’. Follow UsStay in-...

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Vanessa Bolosier, Incubeta’s Creative Strategy Director, and Jessica Hondolero, VP, Creative Solutions at Clinch on The Digital Edge. Both at the forefront of creative execution, Vanessa and Jessica discuss creative solutions that take marketing from a cost center to a profit center - helping businesses grow, accelera...

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Global CEO of Incubeta, Jacques Van Niekerk on The Digital Edge to discuss the key marketing challenges and strategies for sustainable growth in 2025. Discover how to move beyond "Growth at All Costs" and focus on competitive, long-term success. Learn practical tips for marketers to prove near-term results,...

In today’s episode, we’re diving into a crucial yet often overlooked relationship—the dynamic between the CFO and CMO. Our host, Lisa Morton, is joined by Greg dos Santos, Incubeta’s US Chief Financial Officer, to explore how CFOs and CMOs can better align their priorities, unlock growth opportunities, and drive measurable results together. Want to learn more about this relationship? Check out our...

In the debut episode of  The Digital Edge , our host Lisa Morton sits down with Incubeta’s Chief Customer Officer, Jessica Jacobs, to explore the future of digital marketing and what businesses need to focus on to stay ahead in 2025. Join us as we dive into key insights from Incubeta's latest whitepaper,  Predicting 2025: Investments for Marketing Profitability . Jessica shares her expert pers...