The Whole Marketer podcast

Episode #42. This episode discusses the skills marketers need for today and tomorrow and the value of being in a marketing community for support. Joining Abby is Joe Glover, Founder of the Marketing Meetup – a welcoming community of over 20,000 'positively lovely' marketers coming together to listen, learn, meet, and share knowledge. In this episode Joe shares his views on the role of marketing, a...

Episode #41. The technical skill in this episode is Digital Transformation. For Marketers, this includes the adoption of technology across all areas of the business which can improve and enhance the products, services and experience to meet the needs of the consumer. Today's guest expert is Paul Frampton, leading digital and media marketer, President of Control V Exposed and ex Group CEO Havas Med...

Episode #40. Empowerment is the personal understanding topic in this episode and an underlining principle of the Whole Marketer approach - to support and empower the marketers behind the brand or business. Abby's guest is Mark Evans, exec level marketer at Direct Line as well as several non-exec roles and passionate about giving back to the marketing community. In this episode, Mark shares his car...

Episode #39. Innovation is the technical skill featured in this episode. Innovation for marketers is the development of new or changed products or services that delivers solutions to consumers' pain and gain points and efficiencies based on insight. Abby is joined by Kevin Verbruggen an experienced marketer, previously head of innovation at Weetabix plus Kellogg's, Cadbury and California Prunes. I...

Episode #38.  This episode covers a personal development topic for marketers – Imposter Syndrome. Although it has become somewhat of a buzzword, imposter syndrome was identified by psychologists as when an individual doubts their skills, talents and accomplishments with constant fears of not being good enough and being 'found out'. Joining Abby in this episode are the founders and hosts of the Imp...

Episode #37. Experiential marketing is the technical discipline in today's episode. Here to explain why experiential is more than sampling or a bolt-on to a brand campaign is Lucy Gillions and Jo Curtis, founders of Jackanory agency. They share with Abby their passion for experiential to tell brand stories in an immersive, sensory experience and advancements in measurement techniques to demonstrat...

Episode #36. Planning is the technical marketing skill explored in this episode. As the pandemic has provided significant challenges for businesses, many brands and agencies turn to their agency planners for guidance; but how are planners responding to predicting the unpredictable? Abby is joined by Callum Saunders, head of planning at Zeal Creative, overseeing all insight and planning & strategy...

Episode #35. The technical skill in this episode is creative brand strategy... the basis and stimulation for great creative output from your agencies. It's a creative solution to a business problem that tells the brand story in a way that's understood both internally and externally. Joining Abby to discuss the role of creative brand strategy for marketers and the skills of a good strategist is Car...

Episode #34.  Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return? Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for ma...

Episode #33.  This episode's soft skill for marketers – particularly marketing leaders – is empathy. To discuss how the needs of employees have changed and therefore why being an empathetic leader is a necessary skill to get the best out of your team, Abby is joined by a truly inspiring guest expert, Katy Leeson. Katy is a huge advocate for empathy, honesty and sharing vulnerability, which she tal...

Episode #32.  'How to make an impact' is the soft skill for marketers in this episode. Many of us will know it's not only 'what you say', but 'how you say it' that conveys your message. But have you ever thought about exactly what impact you'd like to leave your audience after you've left the room and aligning your body language, vocal qualities and content to meet that? Abby's guest expert is the...

Episode #31. This episode is both a technical and a soft skill as we discuss procurement & agency management, in order to develop great partnerships with your agencies. Think procurement is just about haggling prices...? Think again! Abby's guest to discuss all the benefits of involving procurement early on and to support your ways of working with agencies is Tina Fegent – procurement expert with...

Episode #30.  This episode is one that we're frequently asked to cover and Abby is delighted to have an awesome guest to talk about it... The topic is 'marketing challenger brands on a shoestring' and Abby's guest expert is Julia Kessler, co-founder of challenger soft drink brand Nix & Kix. Julia shares valuable insight into where their limited investment has maximum impact and what she does to ga...

Episode #29.  Fulfilment in the workplace is the personal understanding topic in this episode and is very close to Abby's heart as a large part of The Whole Marketer concept. Fulfilment is the emotive feeling we get when we're edging towards our goals and dreams... doing our life's calling and purpose. And the secret is that you can define what gives you fulfilment, to know what to work towards an...

Episode #28.  This week's topic is of leadership and personal understanding– Belonging. Belonging in the workplace is a feeling that you are appreciated for who you are and encouraged to be yourself. Joining Abby are Pearl&Dean CEO Kathryn Jacob OBE, Mediacom's Sue Unerman and coach Mark Edwards, who together recently collaborated on their book 'Belonging'. They discuss diversity, the need to trai...

Episode #27.  'Being' is the topic in this episode, with the focus on Leadership and personal development to understand the leader (and person) you want to be. Joining Abby is popular Leadership practitioner, author, speaker and coach Ben Renshaw, who has worked with giants such as Unilever, Coca-Cola and Sky. Encompassing the true spirit of becoming a 'whole marketer', Ben shares his qualities of...

Episode #26.  This episode's technical skill is sustainable marketing and looks at what we as marketers can do to take charge and drive the sustainability agenda. This special episode features three guest experts (and 3 good friends who are also fellow… fellows of CIM ; ) and co-authors of new book Sustainable Marketing: Gemma Butler, Dr Geraint Evans and Michelle Carvill. As marketing experts, th...

Episode #25. This episode discusses the competencies that today's marketers need to thrive. Joining Abby in this enjoyable and enlightening conversation is Ritchie Mehta, CEO of the School of Marketing. Hear Ritchie's thoughts on why the role of the marketer really comes to life in times of turbulence and the holistic skills you need to be the growth engine of the organisation across the 4Ps (not...

Episode #24.  This episode is a soft skill about being entrepreneurial – the ability to identify new strategic opportunities and having courage to challenge and take risks to solve them creatively and quickly. Abby's guest in this episode is Mary Wilson; as Global Marketing Director for Lil-Lets and having worked on other challenger brands, she knows the importance of entrepreneurship. Mary and Ab...

Episode #23.  Welcome back! Series 2 kicks off with a relevant technical skill on Influencer Marketing. Social platforms have become even more important since the pandemic and Abby's guest expert to talk about its role for marketers is Lisa Targett from Tribe. Tribe has produced almost 15,000 campaigns to connect brands with everyday people through content – Waitrose, Unilever, TikTok to name a fe...

Episode #22. Marketing Leadership is the soft skill featured in this episode, as Abby is joined by Thomas Barta - Marketer, Masterclass course founder and Author of 'The 12 Powers of a Marketing Leader'. Thomas shares lots of wonderful, practical examples of challenges facing today's marketer and elaborates on some of 12 key skills from his book, including knowing how to influence, having a dream...

Episode #21. This episode focuses on the skills that the next generation of marketing leaders need as a whole, but with a particular focus on personal development. Abby is joined by the legend that is Sherilyn Shackell, founder and global CEO of The Marketing Academy, who provide scholarships and mentoring programmes to the brightest in our industry to step change the ability of our marketing lead...

Episode #20. In this Episode, the role of the CMO is explored with guest Pete Markey, Chief Marketing Officer of TSB. Pete has enjoyed huge success with companies such as British Gas, the Post Office and More Th˃n insurance (which led to him winning the Marketing Society's Marketer of the Year award). He talks to Abby about his career highs and lows, why CMOs need to become an artist, scientist an...

Episode #19 This episode explores the key skill of creativity; what it is and how brands and individuals can cultivate it to answer real business challenges. In conversation with Labyrinth's very own Shelford Chandler, Abby explores the importance of tapping into our creative core (which we all have!) with Shelford imparting his creative wisdom through actionable tips and advice. With a raft of cr...

This episode explores the technical skill and value of brand purpose; what it is and how it manifests in an organisation. In conversation with Kim Gelling of Ella's Kitchen, Abby explores why brands who are focused on a 'greater good' find greater connection with their employees and consumers alike and how brands can embed purpose-led strategies that deliver. With plenty of tangible examples, this...