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

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.

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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!

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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

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.

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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

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

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

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

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.

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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..