Time for a Reset Podcast

Consumer behaviour is changing fast and marketing must too. Marketing has more of an opportunity than ever to lead the board agenda. The Time for a Reset Podcast talks to inspirational marketing leaders to understand how they are driving change in their own companies. 

Episode 30

TFAR - Episode 30 - Marketing In A Digital Business - Why It’s About Brand Not Transformation

In this episode, Paul chats with Matt Bushby, Marketing Director at JustEat. Matt has vast experience as a marketer in a digital world. For a company like Just Eat, digital transformation is not as important when the entire business is already digital. Nonetheless, Matt comprehends how digital businesses can take the road of attribution and not invest in their brand. Matt describes why the right KPIs must be in place when brand awareness activity is running so that marketing can show the impact these tactics have. All of that comes before a client considers downloading the app, which also comes before the order is placed in JustEat. As a result, JustEat is much more than a digital business doing performance marketing, but it is a more mature brand that recognises the value of investing in the long term and has understood how that drives new customers, repeat customers, and Customer Lifetime Value. Matt also explains the importance of incrementality and the fact that a brand will never reach a perfect measurement model. From his experience, Matt argues how there’s never a right answer from econometrics, digital attribution, or running an incrementality study. He knows the value of understanding these practices to later piece everything together. It’s a science and art too.

Episode 29

TFAR - Episode 29 - A Year on From the ISBA Programmatic Report

A year on from TFAR Episode 5 about the ISBA Programmatic Report we decided to regroup and discuss what has changed in the programmatic landscape, since this ground breaking report. Paul chairs a panel of industry experts including  Steve Chester Director of Media at  ISBA , Oliver Whitten Chief Operating Officer at AdForm, Allison Thorburn Digital Accelerator lead from BT. They highlight how auditing has improved, what’s new in terms of supply chain optimisation, the evolution in to new channels and of course the identity dilemma.  This fascinating discussion hones in on how the industry needs to grow up to align with advertiser expectation and how the industry can avoid a scenario where consumer tracking is even more invasive than with 3rd party cookies. Last but not least, Paul asks his guests to share one key area that brands can focus on to prepare for a bright but more complex and fragmented future. It’s an insight packed episode!

Episode 28

TFAR - Episode 28 - What happens when you’re both CEO and CMO and you break marketing?

In this episode, Paul chats to Cheryl Calverley, who last year was promoted from CMO at EveSleep to CEO (whilst retaining the CMO position). Cheryl has a strong background in business transformation having spent more than 15 years in marketing roles in companies like Unilever and AA and shares how her board level roles at the AA and EveSleep meant she was well versed in commercial, preparing her well for the elevation to CEO. Cheryl articulates beautifully how no business is entirely driven by one factor but are instead complex ecosystems, and why it is key to look at the whole mix and the intricacies of the market and the consumer and how they interact. Cheryl candidly shares how EveSleep came to a cross roads with more competition which led to marketing spend being paused and a questioning of everything from product to price and customer experience . She also tells listeners how competition is healthy in order to grow a new category and why it is better to be second in market. Lastly, the CEO of EveSleep shares why data is a huge differentiator in identifying where to be more effective, not just efficient. Lastly, as she looks forward, Cheryl tell us how experiential ecommerce and content marketing will increasingly come in to play as Eve Sleep looks to broaden in to a wellness brand.

Episode 27

TFAR - Episode 27 - ‘Why Marketers spend just ONE day a week doing marketing’

In this episode, Paul chats to Jada Balster, Head of International Marketing for Workfront, an Adobe company. Jada shares the shocking statistic that marketers only get to spend 19% of their time on real marketing because of what she calls “busy work.” This and the fact that 62% of employees in marketing teams feel unappreciated has led Jada to hot house strategic goals that cascade to her team and setting her team stretch “visible” projects to engage them. Jada also shares how covid has led to her and many marketers focusing more on their own development and digital up-skilling. Jada tells us that her team at Adobe felt empowered to break free of tried and tested strategies and lean more heavily in to digital experimentation. She also refreshingly highlights the importance of marketing teams putting as much effort in to retention and adoption as they do acquisition.

Episode 26

TFAR - Episode 26 – Adopting a Performance Mindset for All Marketing

In this episode, Paul chats with Jasper Martins, CMO of Pension Bee, which recently announced its IPO with an estimated valuation of £350m. Jasper chooses to hit reset on how VC’s and other investors approach marketing. Jasper talks eloquently about the VC obsession with quick, short term results and how to gain buy-in for investing in brand as well as performance marketing. Jasper brings a really interesting perspective given he started life as a digital marketer involved with website build and SEO and now spends 2/3rds of his budget on brand for what is still an early stage company. Jasper shares some of his secret sauce including only hiring marketers that know HTML and applying a performance mindset to all media channels including TV and OOH. The way Jasper talks about building brand personality and the value that investing in brand delivers in terms of net new customers and the lifetime value of those customers is a compelling one.

Episode 25

TFAR - Episode 25 - 'The Trouble With CMO's' - Leading not just Doing Marketing

In this episode, Paul Frampton talks to the prolific marketing leadership thinker and speaker, Thomas Barta. After starting life as Marketing Director in Kimberley Clark, Thomas went on to run the global leadership program at McKinsey and regularly saw the CMO's he worked for get fired before others around the board table. As a marketer at heart, he then made the decision to commit himself to addressing the lack of leadership focus in the marketing function and to lift up marketing. Thomas’ no-bullshit style shines a light on why it is he thinks that too many marketers ignore the established frameworks for building a brand or pricing strategy and invent their own. In this chat with Paul, Thomas highlights that if your budget is cut as a CMO then you must read the signs regarding a lack of belief; likewise if you are not asked to lead a strategic growth project, there is probably a reason for that. Thomas calls on marketers to consider what their personal “value creation” zone is and to ‘lead’, rather than just ‘do’ marketing. In a similar vein to our previous episode, with Alison Sagar, Thomas also calls out the importance of marketing working closely with finance. This episode is packed with advice for anyone in a marketing role and how they can increase their influence and contribution. A must listen. 

Episode 24

TFAR - Episode 24 - Why the CMO must be best mates with the CFO

In this episode, Paul chats to Alison Sagar, ex CMO of Paypal, Marketing Director of Amex and now VP of Global Marketing for scaleup Snappy Gifts. Alison is a wonderful exemplar of commercially led marketing having not only worked in financial services for much of her career, but has also made it her mission to build a strong bond with the CFO and rest of the C -Level wherever she has worked. Alison highlights and de-mystifies the key metrics the finance team care about and how she wins trust through transparency, NPS and smart use of working capital. Alison and Paul also discuss the downward pressures on the role of marketing (particularly in early stage businesses) where product demotes marketing down the agenda whilst simultaneously recognising the positive upwards pull that greater accountability through data and digital is delivering to the boardroom. Alison highlights that given marketing own the value proposition, they really should be leading more from the front, as “the value proposition is the business.” An episode packed full of juicy nuggets.

Episode 23

TFAR - Episode 23 - Can Marketing Save the Planet?

In this episode, Paul talks to Sophie Devonshire, CEO of the Marketing Society. Sophie outlines two inter-connected resets, reestablishing marketing as a “noble profession” and critical to business success , whilst doing the same for business and its role in changing the world for the better. Sophie talks about marketing needing ‘marketing’ and the need for marketers to not only to “do well” but to “do good” by aligning creativity with commerciality and straddling all functions. Paul and Sophie also discuss whether marketers are changing quickly enough to keep up with consumers and whether they put aside enough time to upskill and perfect how to be leaders and orchestrators.

Episode 22

TFAR - Episode 22 - The role of Brand and CX through the eyes of a founder

In this latest interview, Paul talks to Steph Douglas, the founder of Don’t Buy Her Flowers. After a long career in govt and marketing and being left puzzled about why people would send 8 flower bouquets on the birth of her first child, Steph founded this thoughtful gifting company. Our conversation gives compelling insight in to how Steph has carefully curated and nurtured the brand and customer experience to meet her own high expectations as a consumer. Steph talks about the whole journey from hiring the right people to scaling the business and intentionally choosing not to take on investment. Steph’s clear vision and authenticity is inspiring; her home truths about genuinely consulting and being steered by customer feedback and staying human are a stark reminder to those marketers who talk the theory, but don’t walk it in practice.

Episode 21

TFAR - Episode 21 - Why brands are increasingly questioning walled gardens

In this episode, Paul talks to Oli Whitten, COO of Adform, the independent, ad tech/marketing platform from Europe used by many global brands. Paul & Oli discuss why there is a rise in brands asking more challenging questions of the walled gardens, touching on the ask for independent measurement, pricing visibility and transparency. Oli also shares his view of how digital identity will play out with post the 3rd party cookie and gives great insight in to the new service models that enlightened brands are  implementing. Paul and Oli finish my discussing how technology is now rapidly changing how the industry thinks about buying supply in channels like TV and OOH and achieving cross channel measurement and of course the walled gardens have less dominance here..


Episode 20

TFAR - Episode 20 - Marketing Taking More of a Leadership Role

In this last episode before the festive break, the focus of the conversation is very much on the critical leadership role that CMO’s play. Paul talks to Iris Meijer the Global CMO for Vodafone Business who tells us that only 5% of marketers have confidence they can affect their company strategy. Iris has made it her personal mission to bang the drum for marketing as a leadership function and to build confidence amongst her peers in the marketing community. Iris shares why commercial acumen and leveraging customer’s behavioural data are critical to this success She also shares how during 2020, she has partnered with her C-level HR partners to tell stories of how Vodafone has adapted in a remote working world to advise their global customer base.

Episode 19

TFAR - Episode 19 - Why Brands Must Behave Like Influencers and Behind the Scenes in the world’s first TikTok house

In this episode with a difference, Paul talks to Timothy Armoo, founder and CEO of Gen Z agency Fanbyte, winner of Entrepreneur of the Year and one of the Evening Standard’s ‘Most Influential People’. Tim was also behind the world’s first Tik Tok House which he launched during lockdown. Tim gives it straight about where brands are missing the point when it comes to working with influencers and platforms like TikTok. He gives great insight in to the selective brands that are getting it right and the bigger commercial opportunity when thinking long-term. Tim also reveals the secret behind why Tik Tok is growing so fast, why its competition is not Instagram and why brands must think like influencers themselves to ride this wave.

Episode 18

TFAR - Episode 18 - Meet The Business Lead CMO – strategic, commercial, tech-literate and the Connector at the C Suite.

 In this episode I talk to Wendy McEwan  who is brilliantly qualified to talk about the future of marketing and where tech and data fit in. Wendy has had a diverse career including brand side, publisher side, ad tech and SaaA and now runs marketing in APAC for Knight Frank and sits on the Marketing Society board. In her “Reset”, Wendy calls out how the #wfh trend brought abt by covid is putting more jobs under threat from automation. She shares her views on the two different types of CMO – the legacy “Brand CMO” versus the “Business Lead CMO” who sits at the top table and connects customer experience, sales and marketing to drive growth. Wendy also warns publishers to be wary as brands no longer have the same reliance on them to access audiences and calls for marketers to more pro-actively up-skill themselves.

An episode packed with unique insight and candour that you won’t want to miss!

Episode 17

TFAR - Episode 17 - Striking the right balance between the “What” and the “How”

In this episode Paul chats to Chris Carter, Marketing & E-Commerce Director of Specsavers where he tells us about “ditching the marketing plan around mid-March” and how this “liberated and empowered” the marketing team. Chris shares how he and the team, during the early weeks of Covid19, established new principles such as focusing on just one goal each week. Chris tells us about the increased importance of hyper-local & data driven strategies to support their 900 high street stores. He shares some great insights on how Specsavers segments and targets its media plus reminds marketers to focus on marginal gains and the behaviours that drive success.

Episode 16

TFAR - Episode 16 – “Marketing – At the Nexus of Technology, The Consumer and Communication”

In this episode, Paul chats with Ben Rhodes, ex Group Marketing Director for Royal Mail and Marketing Week columnist. Ben chooses to hit reset on the industry chatter of “a next normal.” He argues that we are instead entering a technology environment similar to that of the 1920’s (when the National Grid was set up) so the commercial opportunities are vast and wide-ranging. Ben talks about the fact that CMO tenures are so short that too often this leads to short termism and tactics, not strategy. He also articulates that, aside from the CEO, it is often only the marketer at the board table that looks outwards and is able to operate at the nexus of technology, customer and communication. Ben also calls out the importance of long term strategic brand investment and the value of pricing strategy, in an interview packed with insight. A Must Listen.

Episode 15

TFAR - Episode 15 – The Modern Marketer: Collaborative, Analytical and confident in right housing capabilities

In this episode, Paul talks to Tony Miller, Marketing Director of WW ( formerly Weightwatchers). Tony has spent half of his career agency side (in digital, data and tech) and half brand side at Walt Disney and now WW. As such, Tony brings a balanced view on the role of data and digital and how to partner effectively, both internally and with agencies. Tony shares his approach to collaboration and how he uses data to build bridges between different departments. Tony also talks about how important it is for a marketer to understand the ins and outs of media, brand safety, the supply chain and the creative process as well as being the voice of the customer. He also gives an insightful, very balanced view on what capabilities to build in-house versus in-source and what he believes agencies need to do better to deliver agility and flexibility.

Episode 14

TFAR - Episode 14 - Building a test and learn, data driven culture

In this episode Paul talks to Mark Nicholson, Head of Online for O2. Mark and Paul discuss how the remit of the digital lead in a large organisation has changed and how and where marketing and digital intersect. Mark stresses the importance of frictionless digital experience to drive customer retention and satisfaction, a pertinent reminder in a post pandemic world. Mark also talks about the framework he and his team use for evaluating and deploying new martech and the need for constant test and refine. Listen in to hear the commitment Mark makes to further delivering against customer service excellence and his advice for others.

Episode 13

TFAR - Episode 13 - How COVID-19 has transformed marketing in Asia

In this latest episode Paul talks to serial marketing entrepreneur and Hong Kong based David Ketchum who has spent almost 30 years falling in love with Asia. David and I discuss how the region where COVID-19 started, has been affected and the transformation it has brought about in marketing circles. David shares his unique insight in to how the countries of North and South East Asia differ, both culturally and from a maturity perspective. He tells me how marketing is in the ascendancy at the board table and reveals what he sees as game changing trends for the region. 

Episode 12

TFAR - Episode 12 - The Changing Role of Design in Marketing

In this episode, Paul talks to Andrew Barraclough of GSK about the need to re-set and re-frame the role of design within marketing. Andrew re-defines design as the glue that stitches together brand experience, digital, shopper and beyond, stewarding the overall experience. Andrew also shares his view that design need to be no longer be “the brand police” but more creators of flexibility within a framework, allowing “play” and adaptation from consumers. 

Episode 11

TFAR - Episode 11 - Marketing the value of Marketing

In this episode, Paul talks to well-known marketer Pete Markey who is currently CMO at TSB Bank and ISBA Vice President. Pete shares why marketing is a lot more than communications – why it should set the agenda for customer experience, the brand and the true embodiment of a company’s purpose. Pete talks eloquently about how marketers need to lead the education and transformation around digital and marketing at board level plus master modern tools for measuring marketing effectiveness. In Pete’s view, the best marketers are those that are deeply curious about the “whole” business, have the best cross discipline relationships and are masters at stitching things together and “marketing the value of marketing.”

Episode 10

TFAR - Episode 10 - The Case for Marketing as a (Social) Science

In this 10th episode, Paul is joined by the incisive and straight talking Jay Friedman, President of Goodway Group (CvE’s parent company) – also Paul’s boss!). Jay intelligently dissects the previous 10 episodes and calls out THREE controversial statements he fundamentally disagrees with.

Jay goes on to make the case for treating marketing as a science and the importance of social psychology and behavioural economics in marketing.

At the heart of Jay’s vision is the belief that the industry should demand more formal qualifications in the study of behaviour, economics and business. 

Jay explains that if marketing is to get to the top of the board table agenda, the discipline must be managed like a true investment and marketers at all levels must become experts in proving lift in business growth metrics. 

You won’t want to miss this episode which covers so much ground in just half an hour!

Episode 9

TFAR - Episode 9 - Why the C-Level must be more Social

In this episode, Paul hosts a special extended discussion around the role of social leadership namely being active as a leader on social channels such as Linkedin, Twitter and beyond.

CEO's who are active on social media have been proven to have stronger customer engagement and prospective talent are more attracted to businesses with socially active leaders. Why then do so few CEO's, and CMO's for that matter have an active and consistent social presence ?

In this panel discussion, Paul is joined by Damian Corbet, Author of The Social CEO, Michelle Carvill, Social Media Consultant & Author and Chris Bartley, Head of Innovation for a social platform for doctors. The panel discuss how the COVID-19 crisis and subsequent recessionary climate has made it even more critical for leaders to show up well in social to connect with their own staff, customers and society. 

Listen in to hear who the panelists think is getting it right, who is failing and which brave CEO's are activists for broader change for both people and the planet.

Episode 8

TFAR - Episode 8 - The Inside Track on DTC Marketing

In this episode, Paul talks to Jake Newbould, Head of Digital Marketing for Piglet in Bed, a fast growing direct-to-consumer home bedding and furnishing brand in the UK and US.

Hot on the heels of the CvE hosted DTC webinar on which Jake was a panellist, he unveils the secrets of how DTC brands stay close to customer feedback, apply an analytics mindset to everything and master performance marketing. We discuss the exponential growth DTC brands are seeing during COVID19 and Piglet's attitude towards Amazon.

Jake calls out attribution as his biggest bugbear in marketing and shares his own commitment to how he plans to give marketing a better name in his business and beyond.

Episode 7

TFAR - Episode 7 - Re-imagining Creative for a "Digital 1st" World

In this episode, Paul takes a look at the disruption impacting the creative landscape. Paul talks to Gerard Keeley, co-founder of Vidsy, a creative technology startup and creator community built for brands, not agencies. Gerard's reset is on the mindset around creating for digital and helping marketers develop more strategic and agile frameworks for creating content for platforms like TikTok, You Tube and FB/Instagram.
 
In this conversation, Paul and Gerard talk about what is broken with the creative process for digital, whether traditional creative agencies have a future and how technology can deliver better, cheaper and faster creative output. Gerard also talks about a near-term future where brands will in-house creative strategy and production and how technology can overcome the deep-rooted diversity issues within the creative community.

Episode 6

TFAR - Episode 6 - Authenticity in Marketing & Why Marketers are Overlooked

In this episode, Paul talks to Kate Owen, Director of Industry and Key Account Marketing at Capita. Kate has held senior, global marketing roles for 20 years for companies including Thomson Reuters and the NHS. 

Kate calls out the need for marketing to be more authentic and personalised and how many B2B organisations still fail to leverage marketing technology, automation and account based management to connect with customers. Kate is very authentic herself and shares her thoughts on how brands should be more human and helpful during COVID-19. 

Kate also talks lucidly about why marketers are often "over-looked" for the more strategic, commercial discussions around the board table. Kate then makes her own personal commitment on what she pledges to do differently herself. Tune in to find out what!

Episode 5

TFAR - Episode 5 - Unpacking ISBA Programmatic Report

Hot on the heels of ISBA and PWC releasing their groundbreaking study on the programmatic supply chain, reported in the FT, Marketing Week and trade press, I talk to the two guys that led the study to dig deeper in to their findings and the implications. 

Steve Chester, Director of Media and Sam Tomlinson, Partner of PWC tell me why it took 15 months to get the necessary access to data, why only 12% of impressions could be matched and unpack the headline stats around 1/3 of costs being unattributed. 

We discuss the value of programmatic, the need for education, implications for marketers, potential solutions and the rally cry for the whole industry to collaborate.

Episode 4

TFAR - Episode 4 - How COVID19 is changing Tech

In this episode, Paul talks to Jazz Hanley, startup founder and Partnerships and Propositions Lead for Tech Nation, the govt backed growth platform for tech companies and leaders. Tech Nation's recent 2020 report revealed that UK tech investment in 2019 grew 44% to £10bn, but how has #COVID19 changed this trajectory?

Jazz and I discuss how the crisis will impact entrepreneurs, startups, funding and debate which tech sectors will grow. Jazz also talks about how the entire system of work has been dislocated and that now is the time for reset - the time for innovation and new businesses to be born, not for shutting up shop. 

Episode 3

TFAR - Episode 3 - Integrating Sales & Marketing

In this episode, Paul talks to Leeya Hendricks, Global VP of Marketing of Kurtosys, a fast-growing fintech SAAS business. Leeya is a highly commercial, chartered marketer and Women in Tech leader. Her remit spans both sales and marketing so she brings unique insight in to how to connect marketing and technology to drive business growth. 

This episode was recorded via Zoom at the height of COVID-19 so Leeya shares how critical marketing has become at a time when traditional selling is constrained. As a modern marketer, Leeya also shares her surprise at how few marketers understand and leverage the power of martech.

Episode 2

TFAR - Episode 2 - Marketing in the Boardroom

On this week’s episode, we have Stephen Taylor. Stephen is a seasoned marketer who has held senior marketing roles at P&G, Samsung, Findus and Paypal. He has recently taken on the new role as Global CMO for HMD, the home of Nokia Phones. In his career, he has managed marketing both for EMEA and globally so has deep experience of representing marketing at the C level in some of the biggest organisations in the world. 

Stephen and Paul discuss the role of marketing in the boardroom, how marketing has been marginalised in recent years and how Stephen has personally worked to re-establish the critical role marketing plays. Stephen shares how he is “beautifully humble by being convinced that 50% of what he and his team are doing is wrong” at all times and why he believes the CMO should be leading the digitisation agenda at the board table.

Episode 1

TFAR - Episode 1 - The CMO as Orchestrator

The first podcast will see Control Vs Exposed (CvE) European president Paul Frampton interrogate Ice Lolly’s chief marketing officer Simon Lloyd on what he wants to hit reset on in marketing.

Simon talks about the importance of the CMO as the orchestrator and lead collaborator across the board table. He talks about why collaboration with the CIO is critical to marketing's future success. 

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