What They Said

Send us Fan Mail What does it really mean to be a premium brand? In this episode of What They Said , Lou Ali sits down with Carly Burford, Global Brand Director at Peroni Nastro Azzurro , to unpack how one of the world's most iconic beer brands redefined premium through its new Only Peroni platform. Carly shares how premium is built through meaning, experience and distinctive brand positionin...

Send us Fan Mail In this episode of What They Said , Sammy sits down with Sally Barton , Director of Marketing Growth Strategy at Mondelez , to explore what it really takes to build brand fame in modern marketing. From iconic brands like Cadbury and Oreo to the role of culture, nostalgia and influencer marketing, this conversation dives into how brands move beyond visibility and become truly famou...

Send us Fan Mail This month on What They Said: The Influencer Marketing Podcast , host Sammy Albon sits down with Nisha Mathews, Creative Business Lead at Google Creative Works , to explore how YouTube creators are transforming the future of brand partnerships. From authenticity to AI, discover how brands and creators can build meaningful, lasting connections on YouTube – and what strategies actua...

Send us Fan Mail This month, What They Said host, Sammy Albon, is joined by a true force in global brand marketing: Fiona Bosman, Global Brand Director at Bupa. With over two decades shaping iconic brands like Red Bull and Barclaycard, Fiona brings unmatched insight into the evolving world of Influencer Marketing. A fierce advocate for breaking silos and putting 'people and their stories&apos...

Send us Fan Mail Banana phones, “do-not-drink conker milk” campaigns, and a ban on fruit puns… This week’s episode is with an OG influencer in the Marketing world; innocent drinks. Our host, Sammy Albon, sat down with Anni Mueller , Digital & Social Media Manager at innocent, to talk about the brand’s unique approach to influencers, social media strategy and content; from staying honest and hu...

Send us Fan Mail Is your influencer marketing driving revenue — or just likes? Are you looking to drive clicks, and content creation, straight into sales? Unilever sent ripples through the industry when it announced in March 2025 that it would be investing half of all its ad spend in Influencer marketing. And, Wild, the natural, refillable bodycare brand, is one of its brands, adopting this influe...

Send us Fan Mail The What They Said podcast is coming to you LIVE from Cannes Lions 2025! Today we're talking TikTok Shop. With an average of 6,000 live shopping experiences on TikTok Shop every day last year, savvy brands - including luxury ones - are not just launching, but building, co-creating, testing, and selling customer-centric product lines within the platform. For this Cannes Specia...

Send us Fan Mail The What They Said podcast is back to talk about everyone’s favourite Influencer buzzword, authenticity .   This week, Sammy Albon sits down with Millie Allen, Head of Marketing at Ocean Bottle – the award-winning reusable water bottle that reduces ocean-bound plastic – to chat about the trials of authenticity from purpose-led brands.   Listen out in the episode for:  💥 Why Youtu...

Send us Fan Mail The What They Said podcast is back with another banger 🎧🔥 This week, Sammy Albon sits down with Alex Payne – Founder of The Influence Room , ex-international rugby presenter, and all-round storytelling pro – to chat about the matchmaking magic behind connecting brands with creators who genuinely love them. Think: a slick blend of Tinder meets LinkedIn – but make it influencer ma...

Send us Fan Mail The "What They Said" podcast is back with another sparkling, insight-packed episode 💅✨ This week, we’re diving headfirst in to hun culture with The Very Group’s Head of Consumer Influencer, Layla Hatia – to hear how the brand shapes an audience-first creator strategy that goes from the high street to high glam. Expect plenty of juicy insights, including: How Very devel...

Send us Fan Mail The "What They Said" influencer marketing podcast returns for season 2 🎙️🎙️. To celebrate B Corp Month, we invited Gen B leader, India Rawlin , Head of Brand at fellow B Corp, TrueStart Coffee , to come chat all things people, planet and performance.  India challenges our very own coffee aficionado and pod host Sammy Albon to a taste challenge, whilst discussing how thei...

Send us Fan Mail Join us in the latest episode of "What They Said" as we sit down with the incredible Lucy Edwards, journalist, broadcaster, and disability advocate, who shares her inspiring journey and valuable insights on accessibility, content creation, and the power of storytelling. - Finding Joy Through Content Creation Lucy discusses how losing her eyesight led her to discover the...

Send us Fan Mail When is the wrong time to implement an influencer-based strategy and how can you look after those influencers when it all goes down the pan? Join us on this eye-opening episode of "What They Said" as we dive deep into the chaotic yet fascinating world of content houses with our special guest, Vicky McGee ex-producer of Wave House. From the highs of creating viral trends...

Send us Fan Mail How do you break into a competitive industry with zero budget?  🐾 Dive into the latest episode of the "What They Said" podcast, where we sit down with Kezia Price and Sophie Van der Veken from Tails.com, a trailblazer in the pet food industry. Discover how they've successfully harnessed the power of influencers to transform the brand and create a loyal customer bas...

Send us Fan Mail Curious to hear about the behind-the-scenes of the creator economy? Join host Sammy Albon as he chats to Beth Heard, Head of Talent at Sixteenth, an agency that unashamedly says they’re a YouTube-first talent agency. They talk about the new trends that the latest influencers are influencing including ‘niche down’ content such as studying, literary and true crime (but with millions...

Send us Fan Mail Old enough to remember Furby from when they first appeared?  Want to know how Hasbro got Furby to conquer Christmas last year? Work in marketing and want to learn from one of the biggest toy companies to ever do it? Then this is the episode for you... Welcome back to What They Said, the influencer marketing podcast powered by PrettyGreen, the award-winning, global comms agency. Th...

Send us Fan Mail How can you ensure your campaign is communicated properly to your target audience and that those brand partnerships have a lasting impact? By getting on board Dame Judy Dench's best mate of course. This week we sit down with the one and only Carla Freeman, comedian and actress as we discuss what brands get wrong, how the world of influencers can be a shallow and lonely place...

Send us Fan Mail Do you know how to leverage influencers as part of a comprehensive marketing strategy? Want insights on the intersection of authenticity, platform trends, and brand integration? Then this is the episode for you.   Join us this week as we chat with Grind's CMO, Ted Robinson, about their unique approach to blending brand moments with cultural icons and the evolving landscape of...

Send us Fan Mail Welcome to the first episode of What They Said, the influencer marketing podcast powered by PrettyGreen where we delve deep into the creator economy.  We begin our first series with Jessica Joseph, founder of Season25. Season25 was born from a need to deliver that missing ingredient in the influencer marketing space… representation. Join us as we talk to Jess about equal partnersh...

Send us Fan Mail "Discover 'What They Said,' the Influencer Marketing Podcast by award-winning, global creative comms agency PrettyGreen. ​ Join us each week as our team delves deep into the creator economy, featuring guest content creators, savvy marketers, and industry experts who spill the latest influencer marketing secrets.” The series will feature guests who are having an impa...