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 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

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

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

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

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

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

TFAR – Episode 4 – How COVID-19 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

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

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

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.