Afleveringen
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“We need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable….”
In this episode were joined by Denise Hicks, Global Climate Lead at strategy and insights consultancy, C-Space. We were particularly interested in a very soon to be published piece of research titled, ‘The S Word’.
Denise shares insights from the research findings, highlighting the ‘dysfunctional love triangle’ that exists between brands, their stakeholders and regulations and the tensions and frictions which are causing trust issues.
We explore some of the key highlights from the research (due out January 2025), Denise reveals, “consumers are frustrated, the problem is stuff – there is too much stuff and brands / manufacturers need to start taking responsibility”. She also talks about, “the increasing amount of skepticism at all level at the ways the S word is used for commercial gain”.
Denise shares some brilliant examples of brands who are showing up in this space and engaging with their customers however, whilst they have sustainability high up on their agendas, they aren’t leading with it – rather they are leading with good old fashion marketing tactics around what benefits their customers. The fact they are also sustainability focused is an added benefit.
Denise explains, “the need to get back to classic marketing – what matters to our audience is a must. Even those people who don’t ‘buy into’ sustainability – up to 70% of them are actually engaged in sustainable behaviours – they just don’t label it as sustainable.” Sustainability paralysis is very real, the need for strong listening, insights and learning about what truly matters to audiences has never been greater. This episode is a MUST LISTEN TO for all Marketers….packed with plenty of food for thought!
Tune in and listen as we talk to Denise about:
The importance of research.Sustainability paralysis and why it is very real.Why it is so important to understand the views of everybody and where they are at.The need to drive mutual benefit and work together collectively.How regulation plays an important part - but we can’t just wait for it, all stakeholders need to keep moving forwards.Why brands / Marketers need to be asking - is sustainability a big part of our identity as a brand?The need to meet your audiences where they are at and focus on what matter to them – elements which aren’t necessarily sustainability related.What it means to behave more responsibly and asking what’s the role of responsible products and services in achieving a ‘better life’.This really is a fantastic episode to wrap up all our 2024 conversations. Tune in, enjoy it, share it - and of course, share your comments.
Find out more information about C-Space and the work they do. Connect with Denise Hicks - and you can register to receive The S Word research once published.
We’ve got plenty more terrific conversations coming in 2025. Stay tuned… and here’s to more.
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About us…
We help Marketers save the planet. 🌍
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission.
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Episode #139. Today’s focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole.
Abby’s guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always ‘end period poverty’.
In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing ‘prison Fridays’ and the role of community and mentoring in developing your personal understanding.
Plus Kirsten shares her advice for career highs and learnings, and advice for marketers.
00:00:00 Welcome and Introduction to Personal Understanding
00:02:07 What is Personal Development?
00:05:03 Personal and Professional Growth and Leadership
00:07:56 Kirsten’s Formula for Personal Energy
00:08:19 Purpose, Motivation and Confronting Limiting Beliefs
00:13:17 The Importance of Coaching
00:15:33 3 Key Areas for Marketers
00:16:14 The Concept of "Prison Fridays"
00:21:59 The Role of Community in Personal Development
00:25:19 Creating Community Initiatives at Mondelez
00:29:23 Advice for Starting Community Initiatives
00:30:46 Kirsten’s Career Highs and Learnings
00:34:24 Advice for Future Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Kirsten McPherson | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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Zijn er afleveringen die ontbreken?
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In a sports industry obsessed with data and measurement, brand is the great intangible asset, the bit of the balance sheet that remains largely opaque, which is why it’s so important.
But mention brand in the vicinity of fans or the football media and there's a row.
It’s no surprise that the kit launch genre has evolved during this period, growing in importance and sophistication (and cost).
Homeground is one of the hottest creative agencies working in sport today. The London based company has pioneered the kit launch video. Working with Adidas, they are the people behind some of the most outstanding recent work in this area, from Manchester United, Arsenal, Aston Villa to name a few.
We talk with creative partner Rachid Ahouiyek, formerly of Iris, McCann and Wieden+Kennedy, and Polly Barnes, new business director also formerly Iris and is founder of the Women’s Rugby Association.
Click on the showreel to see the work referenced in the podcast
https://www.homeground.london/work
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THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.
Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.
This month, THINK EQUAL Project Director, Leanne Foy met Lisa Welsh, Chief Operating Officer at Burson META.
Perfectionism often whispers, "not good enough," leaving many stuck in cycles of overwork and self-doubt. But what if we could channel that drive into something more empowering? In this thought-provoking episode, Lisa explores how to transform perfectionism into excellence by setting meaningful goals, celebrating progress, and showing up in ways that truly make you proud. Discover how to set meaningful goals, celebrate progress, and confidently show up in ways that align with your values and bring you pride—all while avoiding burnout.
Highlights include:
Breaking free from perfectionism: shifting from "not good enough" to showing up with confidence.Setting realistic, joyful goals that motivate rather than overwhelm.Practical techniques to celebrate wins and embrace progress—starting with "messy first drafts."Tune in to discover how to transform perfectionism into excellence and find joy in every step of the journey.
A note from THINK EQUAL
We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at [email protected]
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Businesses need to be asking themselves – “What could this business be, redesigning it from the ground up?” Start with the opportunity as opposed to the challenges.
We know communication and engagement is critical to driving change, a su bject we have explored many times on the podcast, but there’s always something new to learn. Hence why we really enjoyed meeting Laurence and Graeme from Litmus Sustainability to talk more deeply about a subject which is very close to our hearts.
Setting up their business with the aim of helping creative and ambitious organisations integrate sustainability into the core of what they do, Laurence and Graeme are working across a wide range of areas with communication playing a vital role. The need to focus on the long term vision, understand the short term wins and, navigate the challenges and confusion when you’re told one thing is good (e.g. offsetting) - and then finding out it’s bad, are all part of the complex learning curve when it comes to sustainability.
Graeme talks about the need to level up your game, he explains, “businesses need to do something really exciting that capture people’s imaginations, so thinking what could this business be, redesigning it from the ground up.” An approach and way of thinking which drives long term vision and opportunity to do something unique, as opposed to starting with the challenges.
We discuss the need for climate skills and how mobilising an army of climate champions can drive hope and motivate people who then often go on to become experts in the field (of sustainability). Laurence, talks about the fact that technical expertise isn’t always the most impactful thing. He explains, “the greatest climate skill I think is communication, one piece of research into what makes a great sustainable leader revealed it’s skills like collaboration, negotiation, influence and effective communication, once engaged this is what brings great ideas which can be uses on the ground”. And of course these are all key traits of Marketers.
We delve deep into communication with both Laurence and Graeme sharing many insights and examples...a great conversation and source of knowledge for Marketers everywhere.
Tune in and listen as we talk to Laurence and Graeme about:
The barriers to sustainability – ‘it’s not easy being green’.How businesses are integrating sustainability into the core of what they do and as a result taking their organisations forward.The 9 principles of effective climate communication - taken from their work and evidence of what works for different people and psychologies. The need for Marketers to start and change the conversations.The difference between communication and engagement.How communicating and influencing other people has a much greater impact than acting alone.How we need to level up our knowledge about good communication and link it back to the core values of what drives a person’s behaviour.What your unique superpower is in bringing ‘good’ to the world.For more information you can contact the team via : https://litmussustainability.com/
Connect on LinkedIn: https://www.linkedin.com/company/litmus-sustainability/
Youtube: https://www.youtube.com/channel/UCvMk_MGGoooRGnfn3uzcb9A
Dr Graeme Heyes was also involved in a piece of work with a local community group looking to embed Doughnut Economics across Greater Manchester through engagement with communities. You can find out more here:
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Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; it’s a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems.
Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevin’s first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast.
In this episode, Kevin shares his definition of creativity, ‘nudge theory’ where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity.
Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows.
00:00:00 Welcome and Creativity in Marketing
00:02:00 Defining Creativity
00:03:32 Why is Creativity vital to stand out?
00:06:09 Kevin’s Nudge Theory Explained
00:08:12 Nine Behaviours to Rediscover Creativity
00:15:12 How to Create Conditions for Creativity?
00:17:56 Being Willing to Challenge the Status Quo
00:21:56 Creativity and Human Evolution
00:24:51 How to Review Creative Ideas?
00:33:12 Reviewing Creativity and Giving Feedback
00:37:29 Kevin’s career Highs and Lows
00:48:18 Advice for Marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Kevin Chesters | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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From the power of storytelling to culture, mental wellbeing influencing developments to physical wellbeing and the power of impact. Speakers from The Marketing Society Changemakers Impact Conference in Dubai in 2024 joined us for insights into what they shared in their sessions, why marketing matters to them and why events like our conference from The Marketing Society are so important.
Thank you to our guests
Gernot Friedhuber, Chief Executive Officer, Grace GroupAnnie Arsane, Head of Business Marketing, TikTok METAP Kiran Haslam, Chief Marketing Officer, Diriyah Company Steve Chantry, VP, Growth - Innovation - Marketing, West + East Emerging Markets, KraftHeinzAimee Peters, Regional Head of Brand, Partnerships and Wholesale Marketing, MENAT, HSBCThank you to Pineapple Audio Production and Multitude FZE
Find out more about The Marketing Society here and browse more of our content on our content hub.
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“We don’t ’speak for young people, we let them be the voice and share their perspective.”
We keep coming back to the S – ‘social and societal impact’ in many of our conversations with clients, leaders and marketers, we’re discussing the role of business, both in how they operate and what they are doing for society.
In this episode of the podcast we have a chat with the brilliant Kian Bakhtiari, Founder of The People, a Gen-Z consultancy. We were keen to know more about the work Kian does both with the youth generation and businesses, how he brings those worlds together (which is very much needed). Kian explains, “We’ve applied such a narrow lens to how business can be done, how marketing can be done that we’ve lost track of the opportunities and all the ways that we can create a more flourishing society and more sustainable future.” Kian tells us about how the younger generation feel and think about the world they are growing up in, making the point, “Wealth inequalities are a bigger determinant of your future than your education and how hard you work.” Kian and his teams bring Gen Z insights into the boardroom, they want to close the gap between as he says, “those who make the decisions and those whose lives are impacted by the decisions”, opening up opportunities to share knowledge and insights both ways and, and create a space to explore how we can change business.
A new author, Kian has recently published his book, ‘Marketing for Social Change – How to Turn Purpose into Business and Social Impact’ , a book which explores and asks the question – What is the role of marketing in the 21st century? Like us, Kian firmly believes that marketing has a significant role to play and if harnessed in the right way can accelerate social change. “We need to find ways to bring business and communities together.” When asked how he would measure social impact, Kian shares, “There are lots of different lenses on social impact- start by being neutral, then bring in meaningful connection and impact.” “Start small – it can be really overwhelming at a system level. What is something you can do today which might have an impact and go from there.”
Tune in and listen as we talk to Kian about:
The importance of the role of marketing in driving positive impact on society.Why he wrote his new book ‘Marketing for Social Change’ and what he learnt.Thinking about the way things are done, outside the ways things are currently done.The work he does with the youth community and, diverse communities.Understanding what businesses want from the future.What unifying factors young people are finding challenging.Social impact and how we can approach it and measure it.For more, follow and connect with Kian here: https://www.linkedin.com/in/kianbakhtiari/
And to find out more about The People and the work they do - here https://www.thepeople.work/
Kian talks about Earth Watch -and more can be found here: https://earthwatch.org.uk/
And check out his new book here: https://www.amazon.co.uk/Marketing-Social-Change-Purpose-Business/dp/1398616842
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About us…
We help Marketers save the planet. 🌍
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission.
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The Buy Side is Unofficial Partner's regular series talking with brand side marketers about sport and sponsorship.
Today's guest is Willem Dinger, global head of sport and entertainment partnerships at Unilever.
The Buy Side is sponsored by KORE Software the global leader in engagement marketing solutions. More than 900 brands, venues, and sports organisations trust KORE’s tools and platforms as a source of truth to manage partnerships, assets and measure impact, with real-time insights. Through Sponsorship Management and Evaluation, Ticketing, Fan Engagement, Data Management and Analytics, KORE unites corporate sponsors, properties, and their fans with solutions that help enhance the fan experience, drive smarter decisions, and enable marketing and operations teams to spend time where it matters.
Learn more at KORESoftware.com or follow them LinkedIn or Twitter.
Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry.
To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartner
We publish two podcasts each week, on Tuesday and Friday.
These are deep conversations with smart people from inside and outside sport.
Our entire back catalogue of 400 sports business conversations are available free of charge here.
Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify, Google, Stitcher and every podcast app.
If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series, you can reach us via the website.
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Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketer’s roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives.
Abby’s guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining NatWest in 2020 and implementing agile ways of working, “Tomorrow Begins Today” brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas.
In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment.
Plus Margaret’s career highs and howlers, and advice for marketers of tomorrow.
00:00:00 Welcome and why we need evolving skills in marketing today
00:03:13 Defining of the role of Marketing
00:05:40 Key shifts in marketing
00:06:42 Impact of technology on customer interactions
00:10:05 What are the skills required for modern marketers
00:11:27 The future of marketing with AI and building trust
00:20:53 Skills Margaret looks for when hiring marketers
00:24:56 Building relationships with stakeholders
00:28:14 Experimentation, Curiosity and Continuous Learning
00:31:16 Margaret’s Career Highs and Howlers
00:36:31 Advice for marketers of tomorrow
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Margaret Jobling | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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In this episode, the seventh in our series on Entrepreneurial Thinking, host Ruth Fittock speaks to Holly Rix, Marketing Director at Typhoo Tea. In the last 6 months Typhoo Tea have embarked on an ambitious mission to become the ‘Tony’s of Tea’ (to do for tea what Tony’s Chocolonely have done for chocolate), fully transforming to become a mission centric challenger brand.
They speak about taking risks in completely transforming a household name brand, the challenges of communicating ‘purpose’ and talking about dark and difficult issues, progress over perfection and the importance of expecting the best.
Our host - The Marketing Society Member Ruth Fittock
Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.
Our guest - Holly Rix
Holly has 18 years brand building experience – from blue chip to start up and scale up challenger brands in between, across FMCG including drinks, healthcare and wellness. She helped grow method (cleaning products) in the UK and has a particular passion for purpose brands. Now she’s turned her attention to Typhoo, turning it into the Tony’s of Tea.
You can read the key takeaways on this think piece too
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Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.
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“When it comes to food systems, Marketers can be the most valuable in providing extraordinary consumer insights so that assumptions are not made in what people want.”
To maintain food security, food systems need to change. They need to be more sustainable, less impactful on the planet, healthier and way less wasteful. But, there is still a huge amount of education and awareness that needs to happen if people are to truly understand why food systems are at risk and, how we choose what we eat really does matter.
In this super informative episode, we were joined by Ali Cox, CEO and Founder of Noble West, an agriculture and food ingredient marketing agency taking on a big challenge. Ali believes that, “the biggest challenge is that consumers (in the USA) are confused. Research shows that people make their food choices based on price, taste and availability – climate is a very distant fourth.”
Socioeconomic factors are definitely a challenge, however how we market food also needs to change. Ali shares with us her experiences both as a fifth generation farmer herself and the experiences of the farmers and organisations she works with. Truly passionate about ingredients and telling great stories, Ali wants the food industry to play the role it should be playing in educating and being part of the solution when it comes to tackling the enormous challenges around food security.
Ali shares so many examples of projects she has worked on and the brands she believes are getting their marketing right. We explore the need for shared value and the importance of meeting people where they are at.
Tune in and listen as we talk to Ali about:
Imperfect food and the difference between food loss and food waste.The significant business opportunity being missed when it comes to waste.Why upcycling is the future.Whether we really need so many options when it comes to food?The need to tell the origin stories and why we should absolutely want to know where our food comes from.How Marketers need to understand what people really want so that they can bring those insights back into their organisations.For more, follow and connect with Ali here: https://www.linkedin.com/in/alicox/
And to find out more about Noble West and the work they do - here https://wearenoblewest.com/
About Can Marketing Save the Planet…
We help Marketers save the planet. 🌍
Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto, work with us, and join us on our mission. Get in touch to chat.
You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.
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In this episode, the sixth in our series on entrepreneurial thinking, host Ruth Fittock interviews Amelia Christie-Miller, the founder & CEO of Bold Bean co. - one of the most exciting food and drink brands in the UK at the moment. In this conversation they cover how their North Star of ‘bean obsessed’ has had a powerful impact at every level of the business, the power of community and how sometimes the magic is found in by challenging conventional wisdom and going against the grain.
Our host - The Marketing Society Member Ruth Fittock
Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK and is an advisor for Bold Bean having supported them with their marketing for the last year.
Our guest - Amelia Christie-Miller, the founder of Bold Bean Co, a fast-growing jarred bean brand that’s transforming the perception of beans in the UK.
Launched in 2021, they now are sold in national supermarkets, have a Sunday Times Bestselling cookbook and over 100k followers on instagram.
You can read the key takeaways on this think piece too
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Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.
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Episode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide.
Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of ‘Working Mother’, a book inspired by Rachel’s decades of expertise and practice coaching new parents as they leave and return to work.
In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave.
Plus Rachel’s advice for working parents.
00:00:00 Welcome and challenges faced by Working Parents.
00:02:21 What is a Working Parent?
00:04:01 Rachel's motivation for writing ‘Working Mother’ book.
00:09:46 Common emotional patterns experienced by working parents.
00:10:41 Overwhelm during maternity leave preparation.
00:12:40 Fear and anxiety in new parenthood.
00:16:58 Challenges of returning to work.
00:20:21 Why you should set boundaries.
00:25:54 Understanding what gives you energy.
00:32:53 Empowerment to gain clarity and direction.
00:37:17 Finding fulfilment to gain balance.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: - Rachel Morris MNCIP, PCC - | LinkedIn
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.
Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
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It’s the final episode in our mini-series on sustainable leadership and in this episode we’re joined by Professor Chris Marquis. Chris talks to us about his experience studying, writing about and working with organisations on sustainability. Author of, “Better Business: How the B Corp Movement Is Remaking Capitalism,” we explore Chris’ first experience of B-Corp, a movement setting new standards for how business should operate. Chris believes we can learn a lot from B-Corps, “we should be studying B corporations, companies that are putting the social at their core.”
We discussed the critical component of the internal pieces which need to happen to “align with the idea of mindset and leadership,” but aren’t necessarily “the remit of just the leaders around ability and driving the impact.” As has been a consistent theme throughout this mini-series, “leadership can happen anywhere.”
So, if you are looking to find out more about the B-Corp movement, are curious about what steps you should consider or, want to explore internal engagement and sustainable leadership a bit more, then tune in and have a listen!
Join us on this episode as we talk to Chris about:
The B-Corp processThe B-Impact Assessment (link below)The challenges of being a leader todayKey skills of a sustainable leaderThe importance of internal communication and engagementThe need to be accountable to a broader set of stakeholdersFor more, follow and connect with Chris on LinkedIn - https://www.linkedin.com/in/christopher-marquis/
B Impact Assessment - can be accessed here: https://www.bcorporation.net/en-us/programs-and-tools/b-impact-assessment/
Thanks to Chris for a great episode to conclude our Sustainable Leadership mini-series. Stay tuned for more episodes and mini-series, we’ve got a packed schedule. And if you love the podcast, do share with colleagues, peers and friends.
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Episode #135. Today’s topic is a technical skill on copywriting and its critical role in driving action and building brand trust.
Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet.
In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.
Plus Dave’s career highs and lows and advice for marketers.
00:00 Welcome and why the art of copywriting is so important for marketers.
05:44 How being entertaining converts consumers into loyal fans.
07:52 Ryanair excels at self-deprecating, entertaining branding.
13:16 Brands misuse clichés and jargon which impacts consumer engagement.
18:56 Empathy is crucial for effective copywriting skills.
22:20 Knowing what is interesting to your audience.
26:50 How to improve your writing skills.
31:37 How Dave turned a career low into university writing opportunity.
36:46 Dave’s career high and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dave Harland | LinkedIn
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.
Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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Episode #134. Today’s topic is Agency Partnerships – what makes a great client-agency relationship and perspective from both sides of the fence.
Joining Abby to discuss is Richard Robinson, awarded "One of the ten most influential Leaders in Digital & Tech" (BIMA) and Campaign A-List 2024. Richard is highly experienced in the client (McDonalds, Coca-Cola) and agency (Publicis Worldwide) world and as an intermediary and consultant for both at Xeim Engage and Oystercatchers. In his latest role as Executive Director of Ingenuity+ and Exco member of The Ingenuity Group, UK's largest connector of brands with agencies, Richard specialises in connecting the Marketing World.
In this episode, Richard shares the two fundamentals of a great agency partner, the role of account handling, all agency ‘rules of engagement’, quality of briefing, plus insight from Ingenuity+ ‘Redefining the pitch’ report and why Richard is excited about the future of his new role.
Read a copy of Ingenuity+ report mentioned in this episode: Ingenuity + Redefining The Pitch (ingenuitylondon.com)
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Richard Robinson🔥 | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.
Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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As we continue to discuss and explore the role of leadership in our ‘Sustainable Leadership’ mini-series, what better than to gain the viewpoint from someone with sustainability at the core of everything they do. This led us to Kevin Dunckley, Chief Sustainability Officer at HH Global.
Kevin’s passion for what he does is crystal clear and we loved our conversation with him talking about the practicalities of being a hands-on CSO - what’s involved, where the challenges lie and more importantly, unearthing the opportunities.
Kevin shares, “the sustainability strategy for our organisation is my responsibility - along with my team, what that looks like and also how it comes to life with our clients.” We further explore the stakeholder chain and how important it is that everyone is aware and knows the role they play in driving the agenda, from supply chain partners to clients, customers and colleagues.
There’s a critical role internal engagement plays, an area Kevin has been placing a lot of focus on, driving collaboration and enabling invaluable different perspectives. Kevin explained, “everything’s interconnected in terms of sustainability. Something goes wrong over there and the ripple effect can be huge. Likewise, if something goes right the ripple effect can be really positive. You have to kind of de-compartmentalise it and put it in buckets in your head, so it doesn’t feel as daunting. But, you don’t have to do it alone.”
Driving internal engagement and ensuring everyone understands the objectives and direction of the sustainability agenda should be a priority for every organisation. From driving progress through to shaping a culture that’s inclusive and makes people want to work for you has got to be at the top of the list.
And as we discuss, this is an area we see missing so often - organisations focus on outward facing agendas, yet missing the critical internal piece.
We take a deep dive into this and so much more, so headphones on.
Join us on this episode as we talk to Kevin about:
What you can achieve if you mobilise all your employees and stakeholders.How enormous capacity and capability is unlocked when everyone is armed effectively and engaged through shared knowledge and bringing people together.The role of marketing as creative problem solvers. The need for a common language between sustainability and marketing to minimse the risk of greenwashing and maximise understanding. How every function has sustainability in their role.What you need to be a sustainable leader.Tune in and have a notepad and pen ready!
For more, follow and connect with Kevin on LinkedIn - https://www.linkedin.com/in/kevindunckley/
Another great episode in our Sustainable Leadership mini-series. One more to come. Stay tuned. And if you love the podcast, do share with colleagues, peers and friends.
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Episode #133. Strategy is the technical skill explored in this episode, with a lens on simplifying the process to ensure marketers have not only the vision and clarity for where you want to take your brand or business, but also ensuring you have the actionable plan to get you there.
Discussing simplified strategy is Abby’s guest, Alice Benham - entrepreneur, business & marketing strategist and fellow podcaster as host of ‘Starting the conversation’ podcast. Alice works with small businesses to grow their brands online and recently published her book ‘The Digital Marketing playbook’.
In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer’s journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online.
Plus Alice shares her career highs and lows and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Alice Benham | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
News and events:
The Marketing Society Global Conference: Changemakers Impact. November 13th in Central London
Hear from visionary speakers, gain cutting-edge insights, and connect with fellow changemakers who are reshaping our industry and society.
Tickets are limited, so secure your place now. Book your ticket here and prepare to ignite your potential.
The Marketing Society Global Conference: where ideas spark, connections form, and impact begins. See you in London!
The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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THINK EQUAL is our Equality, Diversity and Inclusion initiative led by The Marketing Society. THINK EQUAL aims to drive diversity and inclusion across the marcomms industry in the MENA region. Through training, events, mentoring, policy changes, content and more. We aim to provide tangible activity that will make an impact and a difference now.
Our regular THINK EQUAL podcast shines a light on an inspiring female leader who is dedicated to levelling the marcomms playing field.
This month, THINK EQUAL Project Director, Leanne Foy met Khaled Ismail, Strategic Advisor, Investor, CEO TOUGHLOVE Advisors and Chairman of The Marketing Society.
In today’s fast-paced world, the mindset you choose can make all the difference in how you navigate challenges and opportunities. The Victor vs. Victim mindset is a powerful concept that distinguishes between two approaches to life. The victor mindset sees challenges as opportunities for growth. The victim mindset views the world as being against them. In the workplace, this mindset shift is all about self-awareness, and the victor mindset plays a crucial role in helping you achieve your goals.
In this thought-provoking episode, Khaled explains how adopting the victor mindset can help you build rapport, achieve success and consciously shift from a victim mentality to a victor mentality. By making this shift, you can transform obstacles into stepping stones toward personal and professional growth.
Highlights include:
Why the victor mindset is essential for success and goal achievement.How to build stronger connections at work by using a victor approach.Practical tips for consciously shifting from a victim to victor mindset.This episode is a must-listen for anyone looking to embrace a more empowered approach to challenges!
A note from THINK EQUAL
We are stronger together, than we are alone. And that’s why we want the marcomms industry to come together to make a difference. Every single person who makes up our brilliant industry can make an impact. Want to get involved? We’d love to hear from you. Whether that’s through donating your time on our working committee or putting your hand up to run an event or training session, you may have some suggestions of speakers to add to our speaker library, or have a venue you want to provide for free. Contact us at [email protected]
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