The Whole Marketer podcast

Episode #67. Performance Marketing is the technical skill in this episode. Performance marketing relates to trackable and measurable paid digital campaigns, heavily focused on ROI. Specifically, where you can plan, execute and see the direct conversion, and then use this data to inform future campaigns. Abby's guest expert is Kat Sale, co-founder of House of Performance - a consultative agency who...

Episode #66. Today's topic is a soft and technical skill – empathy. Empathy is building an understanding of another human, an integral skill for marketers, not only to build internal relationships with colleagues and suppliers, but to connect with consumers more emotionally on a deeper level. Abby's guest expert to discuss empathy is Mimi Nicklin. Mimi is bestselling author of Softening the Edge a...

Episode #65. Agency partnerships is the technical and leadership skill for marketers in this episode. Due to the increasing breadth of our role, we really need our agencies to be our partner in developing and executing the long-term strategic plan. But what is the best way of working to ensure your agency is equally invested in success and move away from a supplier relationship? Gareth Turner is A...

Episode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional con...

Episode #63. Today's s episode is focused on Marketing Leadership. Leadership skills include not only the practical side of management (resource, capability frameworks, PDPs etc) but the human side. Today's marketing leader needs to feel authentic to be yourself but also be the type of leader that is needed by your organisation and those in your care. Abby's guest expert is Ian Hepburn, UK Marketi...

Episode #62. Loving your work is the personal understanding topic in this episode. Do you love your role and the organisation you're in? In our challenging yet rewarding industry, where we are increasingly feeling overwhelm, financial accountability and tasked with post-pandemic recovery plan, the answer may not always be 'yes'… But what if you could learn skills to increase your love of work? Wha...

Episode #61. This episode is one of the most popular topics of personal understanding – limiting beliefs. A limiting belief is a belief that holds us back from achieving our goals; an internal narrative often created from a past experience that can affect your confidence. By acknowledging and reframing our limiting beliefs, we can reach our full potential and work towards a fulfilling career and l...

Episode #60. A holistic view of the skills that marketers need to have today, to grow the brands of tomorrow, is the topic of today's episode – all the technical skills, soft skills, leadership qualities and level of personal understanding you need to grow. Joining Abby to talk about marketer's development is James Delves, Head of PR & Engagement at Chartered Institute of Marketing (CIM). In this...

Episode #59. This episode is a technical skill on Insight. As marketers you may always be on the lookout for consumer insight, but how do you know you've got it and crucially, do you know what to do with it? Abby's guest expert is Helen Edwards; columnist at Marketing Week, a marketing academic (PhD in Marketing, MBA London Business School), author, teaching Fellow at London Business School and Di...

Episode #58. Work/life balance is the personal understanding topic in this episode. As marketers, we can often feel overwhelmed with the growing breadth of our role to be the voice of our consumer and lead the commercial agenda. But making time for what brings you joy outside of work that plays to your values, is so important to fuel the energy and stimulation you need in your role - and creates h...

#Ep57. Culture and hybrid ways of working is the soft skills topic for marketers in this episode. As a result of the pandemic many of us have continued the trend to work flexibly either with hybrid models or working from home – but how can we keep our teams connected and the culture alive when not together? To discuss this with Abby is Tamara Littleton, CEO of agency The Social Element. Founded 19...

Episode #56. Authenticity is the leadership and personal understanding topic in this episode.   Abby is joined by Marketing Week's Marketer of the Year – Keith Moor, to discuss the importance of authenticity and how being your best self at work and leading by example starts by knowing yourself, your personality and clarity on your values.   Keith Moor is Chief Marketing Officer of Camelot, the ope...

Episode #55. This episode's topic is Long-term strategy, a key technical skill for marketers. Long-term strategy has never been more important, as we emerge from 18months of pandemic to regroup and look forward to where we are going to take our brand's business but also to play our part in important issues such as climate change, global trust and the inequality crisis. To discuss long-term strateg...

Episode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword. Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works...

Episode #53. 'Data to create impact' is the technical skill in this episode. As marketers' roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight. Abby's guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco...

Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales. Abby's guest expert to shar...

Episode #51. This episode is an area of personal understanding – purpose and impact for marketers. We've covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact. Today's guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their c...

Episode #50. Diversity and inclusivity is the topic in today's episode and why it's important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong. Abby's guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britv...

Episode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers...

Episode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have cla...

Episode #47. This episode is about the evolution of the marketer's role and competencies; reflecting on the changes in the marketing profession, evolution of skills and key developments that have shaped the industry. Joining Abby is Russell Parsons, Editor in Chief for Marketing Week and Festival of Marketing. Having worked at Marketing Week - a leading publication in our industry - for over a dec...

Episode #46. The topic in this episode is purpose-led marketing. Many passionate marketers are becoming more aware of how their skills can be used to benefit and impact society as a whole, beyond profits. Abby's guest expert is Anna Mullenneaux, co-founder of two amazing purpose-led platforms: Pimp My Cause is a service that matches smaller charities with little marketing resource to experienced m...

Episode #45. NEW Series 3 – Leadership with impact through self-awareness is the topic in this episode – how great leadership that leads and inspires starts with knowing yourself, what you're like to be around and how others experience you. Joining Abby is Sara Tate, recent CEO of Top 10 advertising giant TBWA London, multi-award-winning both as an agency and leader. Sara is passionate about cultu...

Episode #44. Series 2 finale – Marketing Leadership and the skills & traits of great marketing leaders are the focus of this episode. Joining Abby is Sophie Devonshire, CEO of The Marketing Society. As a marketer, entrepreneur, best-selling author of Superfast – Lead at Speed, award-winning consultant and now leader of the world-renowned marketing network and community, Sophie has valuable insight...

Episode #43. Challenger brands is the topic in this episode: exploring differences in marketers' technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer. Abby's guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Clu...