The Marketing Society Podcast

Cause and effect. If this then that. Attribution is the holy grail of marketing. The quest to provide evidence of the impact of a sports sponsorship on the sponsor's business. The digital era was supposed to solve this puzzle. But it might have made it worse. To discuss this big question are Tom Smith and Charlie Boss. Tom is Chief Product Officer at  Datapowa , the  sponsorship analytic...

Understanding why we love TV characters can show us how we need to relate to consumers, according to Jeremy Nye, Senior Insight Manager, Global at Just Eat Takeaway.com. Tune in to the latest Shiny New Object podcast to find out how going offline and talking to people, unfiltered, can improve marketing and unlock creative value. The Shiny New Object podcast is a production of Automated Creative, a...

Diageo's Chief Innovation Officer, Mark Sandys, talks about the brand's Distilled report about future consumer behaviour trends on the Shiny New Object podcast. The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed.  Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets...

“If you can change how people spend their money, you can change the world.” Social Impact, sustainable business, creative ideas and changing behaviours, these are just some of the areas that we explored with Chris Baker, strategist turned entrepreneur and CEO of Serious Tissues. With behavioural science sitting behind so many successful business models Chris talks to us about his experience across...

You might know Utilita Energy from the front of Luton Town's shirt, the journey of the newly promoted club is one of the stories of the Premier League season. But there's so much more to the company than that. Luton and Utilita have partnered since 2015, back when the club was still in the fourth tier, becoming front-of-shirt sponsor in February 2022. It is just one part of a comprehensive and wid...

Uber for Business' Marketing Director for EMEA & APAC, Victoria Kerr, shares why she believes B2B marketing is capitalising on B2C innovations to become more exciting and effective than ever. Find out about the B2B push & pull approach and more data driven marketing tips on the latest episode of the Shiny New Object podcast. The Shiny New Object podcast is a production of Automated Creativ...

Episode #117 . Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.   David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their o...

In the latest episode of the Shiny New Object podcast, Natalia Horvath, former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo, explores the intersection of analog and digital marketing and tells us why channel-less strategies are the future. Find out why human connections and biology should guide marketers, why we need to stay culturally unbiased, and how to leve...

Episode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace. A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs.  Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International...

Did you know that 20% of the world's fish and meat is consumed by our pets? We didn’t… and so yet again, the learning curve continues. We love having conversations with amazing brands who are pioneering, disrupting the norms and thinking outside the box with a focus on delivering social and environmental impact. Food security, the impact of food production and what we eat is an area of significant...

For Grant McKenzie, CMO of Asahi Europe & International, AI is a ticket to getting “back to the good stuff” in marketing. It enables day-to-day work to be set aside for marketers to focus on more profound outputs and on the work that will make their brand stand out. On the latest episode of the Shiny New Object, find out how multilingualism makes you a better marketer, why you need to be bette...

Following the presentation of Inspirational Marketing Leader of the Year at our Annual Dinner in 2023, Cristina Diezhandino, Diageo's Chief Marketing Officer is joined by David Muldoon, Vice President, Strategic Advisory at MediaLink. Cristina discusses her career journey and experience working with global brands across different markets and provides insights into Diageo's approach to marketing, i...

Tina Tonielli, US and North American Lead, Consumer and Business Insights and Analytics, at Haleon, talks about balancing automation and manual data analysis, using AI as a supercharger for curiosity, and preparing for an uncertain future on the latest episode of the Shiny New Object podcast. The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that...

Welcome to our new series: The power of entrepreneurial thinking for brands , hosted by The Marketing Society member Ruth Fittock. Episode 1 This 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 leg...

Incorporating data into marketing strategies is crucial. However, is every piece of data valuable for growth, and what frameworks and methodologies must marketers implement to excel in this domain? Nendra van Wielink-Mohamed, the Associate Director of GCOE Global Media at the Kraft Heinz Company, emphasises the importance of sifting through the wealth of data we have access to today, while also st...

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 dr...

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 economi...

Marketers have access too excessive data and this can lead to ineffective approaches and lack of decision making that drives results. This is why Anna Estlund, Senior Director of Insights & Strategy at Pernod Ricard, employs her own creative compass to increase creative effectiveness. Find out why this is Anna's Shiny New Object and how to incorporate it in your own marketing projects on the l...

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...

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, Gen...

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, t...

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...

LIPTON's Head of E-Commerce Media Europe, Giovanni Pupo, sees ChatGPT as a valuable "second pair of eyes" when leveraged with expertise. Explore key insights from Giovanni, including how to use effective storytelling and numbers in data driven marketing, what creativity looks like in a world with more and more AI, and more. The Shiny New Object podcast is a production of Automated Creative, a crea...

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...