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 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

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

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

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

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

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

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

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

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

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.”