Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them.  Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with...

Episode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader.  Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.   Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including...

Episode #119. Gaining buy-in is the soft skill, leadership and personal understanding topic of today’s podcast.  Gaining buy-in is a critical skill for marketers, particularly as marketing moves from a support function to one leading the long-term commercial agenda – gaining buy-in and alignment on our strategy and vision is imperative to gain support, investment and resource from the Board to bring these plans to life.  Joining Abby to discuss how marketers approach gaining buy-in is...

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 and resources meaning marketers need to be harness their strengths, creativity, agility and risk...

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 organisations.  In this episode, David discusses important issues for inclusive leadership,...

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 and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable,...

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 economist who supports and coaches marketers on what works in marketing, to help their businesses grow.  ...

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 fill up your cup - both inside and outside of work.   Joining Abby to discuss how you can work...

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 of belonging within a team or organisation.  Joining Abby to discuss self-identity is Bronwen...

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 with homelessness.)   Both brands share an authentic purpose to create a healthier...

Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.   When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment.  Joining Abby to discuss strengths is...

Episode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing.  3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos.  To...

Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.   B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship.  A leading voice in this area and Abby’s guest expert is Antonia Wade, Global...

Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth.  As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language...

Episode #107. This episode discusses a technical skill on strategic insight, which is fundamental in building a long-term strategy that drives the commercial agenda.  Strategic insights form the basis of our strategic thinking – as marketers building the brands and businesses of tomorrow, we want to develop a long-term strategy that has the customer wants and needs at its heart. To do this we need access to data and actionable insight that can fuel our choices on markets, consumer needs,...

Episode #106. The technical skill explored in this episode is Strategic Thinking -a fundamental skill for marketers to gain clarity on long-term choices and strategic direction in order to unlock the future growth of brands and businesses.  Joining Abby to explore this topic is Zoe Scaman, founder of strategy studio Bodacious, whose career spans across client-side, agency-side and consultancy for brands and businesses such as Nike, Netflix, EA Games, Unilever, Oatly and Mediacom.   In...

Episode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour. Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow. Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd...

Episode #104. Season 6 returns with a leadership topic to support marketers to identify and develop their authentic leadership style.   Abby’s guest in this episode is Gareth Helm, award-winning marketer and author of the Marketing Leader’s Code: unlock your potential - learn the secrets of successful marketing leadership. His previous roles include Unilever, Innocent Drinks, Bear snacks, Tails.com, Zoopla, as well as Global Chief Marketing Officer for HomeServe. Today Gareth is a NED and...

Episode #103. This topic is both a leadership skill and area of personal understanding – it’s high stakes, high performance leadership.  High performing teams go hand-in-hand with high performing leaders, so in order to get the best out of others, you should start with your own holistic skills – particularly personal understanding – to understand your own drivers, beliefs and definition of success, to increase your effectiveness and fulfilment.  Discussing this with Abby is Sally...

Episode #102. ‘Brave leadership’ is the topic discussed in this episode, exploring the practicalities and challenges of developing a leadership style to become the authentic leader that you want/need to be.  Joining Abby in this episode is Abby’s friend and mentor, David McQueen; Executive coach, international speaker, founder and multiple non-exec advisory roles, some of his clients include Facebook, Lloyds, Sky, HSBC, BMW and Barnados. As host of the ‘Brave Leadership’ podcast, David is...

Host Takeover Special - Episode #101. Continuing our milestone celebrations of recording 100 episodes, this special episode turns the tables and features a guest HOST to ask Abby the questions.  Joining Abby in this episode is Jon Evans, fellow marketing podcaster and host of the popular ‘Uncensored CMO’ podcast. As well as a columnist and speaker, Jon is Chief Customer Officer at System 1, the world leading advertising effectiveness agency.  In this episode, Jon asks Abby to reflect...

SPECIAL LIVE Episode #100. This episode is also available as a video recording, please visit https://thewholemarketer.com/free-resources/ We’re celebrating our milestone 100th episode with a very special podcast that was recorded in front of a live audience at The Whole Marketer Live Event.  Joining Abby on stage is legendary marketer and returning guest Daryl Fielding, who has worked on some of the biggest brands and campaigns in client-side and agency roles; now an author and...

Episode #99. ‘Winning hearts and minds’ is the holistic topic discussed in this episode, focusing on internal comms and the skills needed to obtain buy-in from colleagues and senior stakeholders.  In order to be the voice of the consumer, driving insight-led innovation across the business, we need to gain support and alignment with cross-functional teams and stakeholders by winning their hearts and minds (minds = the rational reason to do something, hearts = the inspiration to believe in...

Episode #98. An area of personal understanding that also influences your soft and leadership skills, this episode’s focus is Confidence.  Have you ever been told to be more confident or wanted to develop your confidence but not sure exactly how? We explore what are the components of developing confidence and the skills you can develop to trust, accept and respect yourself.  Abby’s guest is senior marketer and certified leadership & career coach Jennifer Spurr, who’s 20 year...