Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.  

From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. 

Rebecca’s top 3 tips: 

1. Take a moment before acting on anything urgent – pause, question it, and ask someone else. 
2. Treat system access like currency – only give people the access they genuinely need. 
3. Use strong, unique passwords – and a password manager if possible 

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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 

And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠! 

A new year is here, and 2026 brings a new wave of marketing predictions. 

In our most anticipated episode of the year, the 2026 Trends edition of Ahead of the Game, DMI podcast host Will Francis explores the biggest changes, challenges, and opportunities facing marketers in the year ahead. 

As expected, AI dominates the conversation, but not in isolation. Across ecommerce, social media, youth marketing, PPC, and content creation, our experts share how marketers can move beyond automation and focus on creativity, trust, and genuine customer value. Will also highlights the growing need for authenticity in an increasingly AI-dominated world, a concept Instagram CEO Adam Mosseri touched on in a recent post. 

In this episode, 6 DMI experts explore this year’s trends from across the digital marketing landscape: 

Jim Lecinski, Professor of Marketing at Northwestern Kellogg and author of The AI Marketing Canvas, predicts 2026 will see mobile AI become a constant shopping companion, with marketers shifting from AI automation to AI elevation focused on taste, curation, and brand value. He also flags power and infrastructure as emerging constraints on AI growth. 

Alison Battisby, founder of Avocado Social, warns of a surge in AI-generated video and “AI slop” that could erode trust, making transparency, human oversight, and authenticity more important than ever. She also highlights the rise of community-first platforms and increased automation in paid social. 

Jane McDaid, founder of youth marketing agency Thinkhouse, paints an optimistic picture for independent agencies, and sees creativity becoming the key differentiator as AI removes speed and efficiency advantages. She predicts continued growth in social, creator-led marketing, and PR playing a more central role in an LLM-driven ecosystem. 

Cathal Melinn, PPC specialist and regular DMI contributor, explains how AI is simplifying paid search through keywordless campaigns, Performance Max, and built-in AI assistants. While increased competition may drive costs up, he believes 2026 is a strong year for marketers to start experimenting with PPC. 

Derek Liddy, ecommerce expert and Head of Marketing at Nesta, forecasts growth in conversational ecommerce, hyper-personalisation, and AI-powered shopping agents. He stresses the importance of first-party data, authentic content, and strong product feeds to stay competitive. 

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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 

And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Ibrahim Jabri⁠, Client Solutions at Meta and host of the Below the Fold podcast, about what makes media planning across MENA so distinct right now.

Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026.

Ibrahim’s Top 3 Tips for Marketers

1. Match creative to the placement – Great ideas fail when formats don’t suit the channel or user mindset
2. Don’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growth
3. Share your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunities

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. 

Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. 

Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. 

For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust. 

Steven’s Top 3 Tips 

1. Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. 
2. Invest in regular staff training to avoid common mistakes caused by human error. 
3. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. 

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

Timestamps 

• 01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 

• 03:26 – Is GDPR the global gold standard? 

• 05:04 – GDPR enforcement today: Who gets fined and why 

• 07:09 – Cultural attitudes toward data: EU vs. US 

• 08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 

• 10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 

• 13:38 – Shadow AI, risk appetite & internal governance challenges 

• 17:10 – Should you upload company data to ChatGPT? 

• 20:40 – How the AI Act affects countries outside the EU 

• 24:47 – Will privacy improve over time? 

• 28:45 – What teams can do now: Tools, processes & data audits 

• 33:49 – Data enrichment tools: targeting vs. Legality 

• 36:47 – Will anyone actually check your data practices? 

• 40:06 – Steven’s top tips for navigating GDPR & AI 

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.

Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.

She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.
Mary Beth’s Top 3 Tips

1. Stay curious and keep learning: The marketing industry changes constantly — adapt with it.
   

2. Keep it personal: Hospitality is built on relationships and genuine connection.
   

3. Build partnerships: Creative collaborations can amplify reach without huge budgets.
   

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

Timestamps

• 3:23 – How online travel agents changed hotel marketing

• 6:04 – Selling experience, not just rooms: the people-first approach

• 8:09 – Retention, culture, and leadership in hotels

• 10:27 – Human stories that build brand loyalty

• 12:03 – Bringing hotel staff personalities into marketing

• 13:41 – What makes hospitality marketing unique

• 14:59 – Digital marketing, events, and local partnerships

• 18:43 – How travel audiences changed after the pandemic

• 21:13 – Global markets and U.S. traveler demand

• 23:32 – Marketing multiple offerings (rooms, restaurants, spa)

• 26:19 – Branding luxury properties and using heritage wisely

• 29:24 – Benchmarking top hotel brands

• 31:21 – Marketing inside the property and guest personalization

• 33:00 – Balancing technology and human touch in luxury

• 34:07 – Why arrival experience defines customer loyalty

• 36:44 – Lessons all businesses can learn from hospitality

• 38:11 – Emerging trends: wellness, sustainability, and women’s travel

• 40:28 – Using digital and webinars for B2B marketing

• 43:26 – Influencer marketing in hospitality: challenges and best fits

• 47:24 – Advice for aspiring hospitality marketers

How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. 

Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.

Laurier’s Top 3 Tips for Marketers

1. Validate properly: Test your product with real money or real commitment, not just surveys.
   

2. Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.
   

3. Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.

   
   

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

• 1:00 – Why “need” trumps “want” in marketing psychology

• 4:40 – Pain points and empathy: How to connect like Steve Jobs

• 9:00 – Building trust and shared purpose with customers

• 11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps

• 13:00 – Case study: Recycling wind-turbine blades into building materials

• 16:00 – How to persuade risk-averse buyers to adopt innovation

• 20:00 – Getting involved early: linking product development and marketing

• 24:00 – Finding the original need behind every innovation

• 27:00 – Why simplicity beats features (and what Apple teaches us)

• 33:00 – Positioning for your tribe: how similar products can coexist

• 34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”

• 38:00 – How to run validation that actually works

• 44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained

• 48:00 – Using AI to accelerate, but not replace, expertise

• 49:00 – Which marketing channels work best today

• 55:00 – Balancing paid and organic: why SEO still matters

• 57:30 – Laurier’s top advice for innovators

What’s the key to turning research into lasting brand growth? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Heather O’Shea⁠, Chief Research Officer at Alter Agents. With a career spanning Snapchat, Twitter, and Kantar, Heather shares her expertise on consumer insights, research methods, and how brands can better understand their audiences.

She explores how qualitative and quantitative research work together, how AI is transforming the speed of insights, and how neuroscience reveals subconscious behaviors. Heather also discusses shifting consumer values, particularly among Gen Zers, the pitfalls of obsessing over clicks, and why marketers should focus on long-term brand growth. She also reflects on her move from client-side to agency-side research and offers practical advice for marketers looking to get closer to their audiences.

What You'll Learn:

• How leading brands use insights to tackle tough business challenges

• The difference between qualitative and quantitative research, and when to use each

• Why AI is transforming qualitative analysis and speeding up research

• The role of neuroscience in uncovering subconscious consumer behaviors

• How platforms like Snapchat use research to guide marketers on effective activation
• The shift from client-side to agency-side research, and what that means for insights work

1. Give people space — During research, step back and let conversations flow naturally to reveal unexpected insights

2. Look past your assumptions — Keep an open mind to discover what you weren’t looking for.

3. Move beyond clicks — Prioritize meaningful metrics that show true impact and support long-term brand growth

   
   

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

• 0:03:38 – What keeps brands up at night: premium, value, and video influence

• 0:07:09 – Why Gen Z expects brands to take a stand

• 0:09:32 – Research methods: qualitative, quantitative & mobile ethnographies

• 0:14:19 – Using neuroscience and immersion to uncover true behavior

• 0:16:55 – Strengths and drawbacks of qualitative vs. quantitative research

• 0:21:11 – How AI helps analyze unstructured qualitative data

• 0:25:50 – Partnering with platforms like Snapchat for trend insights

• 0:31:42 – Moving from client-side to agency-side research

• 0:35:16 – Heather’s career lessons & finding the right fit

• 0:44:14 – The future of market research & role of AI

• 0:47:40 – Practical tips to better understand your audience

• 0:50:22 – The one metric Heather would scrap: clicks
  

Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. 

You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC.

What You'll Learn:

• How AI is impacting entry-level, mid-level, and senior marketing roles

• The regions and industries driving growth in marketing jobs

• Salary trends across the UK, US, Dubai, and Asia in 2025

• How hybrid work is replacing remote-first opportunities
• Practical strategies for standing out as a candidate in a crowded job market

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.

And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

Timestamps & Key Sections

• 0:00:51 – Overview of the job market shifts in 2025

• 0:04:23 – How AI is reshaping entry-level opportunities

• 0:08:14 – Growth in senior roles and startup demand for CMOs

• 0:11:51 – Rising demand for SEO, social media, and data roles

• 0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience

• 0:16:51 – The decline of remote roles and rise of hybrid work

• 0:19:34 – 2025 Salary Guide: key trends and rising pay gaps

• 0:24:10 – Which sectors are driving salary increases

• 0:30:05 – Managing unrealistic workloads and setting expectations

• 0:32:55 – How to stand out when applying for jobs

• 0:37:35 – Building a strong LinkedIn profile and showing your “sizzle”

• 0:43:32 – Preparing for interviews and presentations

• 0:46:49 – The importance of communication and leadership “power skills”
• 0:50:43 – Terry’s three top tips for job seekers

In this episode of the DMI podcast, host Will Francis speaks with Faisal Laljee, entrepreneur and growth strategist, about the intersection of entrepreneurship and marketing. Faisal shares his insights on risk-taking, growth hacking, customer acquisition, and building brands that last. From the importance of testing ideas early to the realities of startup funding, he explains how marketers and entrepreneurs can think like an entrepreneur to drive meaningful growth.

What You’ll Learn

• Why entrepreneurs need to focus less on perfection and more on getting products in front of customers.
• How early customers can become your most valuable advocates and growth drivers.
• Is SEO overrated?
• Why brand is inseparable from early business strategy.
• Why not all investor money is good money.

Top 3 Tips from Faisal

1. Know your co-founders – Think of it as an “entrepreneurial prenup.” Shared values, commitment levels, and expectations matter more than complementary skills.

2. Double your marketing budget – Customer acquisition costs are always higher than you think. Planning conservatively helps you build a sustainable business.

3. Be selective with funding – Not all investment is good investment. Take money from the right sources, not just anyone willing to offer it.

Timestamps & Key Sections

• 01:28 – From corporate marketing to startups
• 02:54 – The big shift: traditional marketing to digital
• 05:13 – The #1 problem startups face: finding the right customer
• 06:57 – Why entrepreneurs need to test ideas early and avoid perfectionism
• 09:01 – Applying entrepreneurial thinking to marketing
• 11:10 – Are personas outdated? How to approach customer profiling
• 13:42 – Building trust through community engagement
• 15:32 – Overcoming rejection and embracing failure in marketing
• 16:57 – Growth hacking: experiment, measure, adapt
• 19:08 – Paid ads vs. organic growth for startups
• 22:33 – Turning early customers into advocates
• 24:29 – Overrated and underrated digital channels
• 29:33 – Why brand = business strategy
• 33:54 – The importance of mentors and career planning
• 39:03 – Faisal’s top 3 tips for new founders

In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ speaks with ⁠⁠Maurice Wheeler⁠⁠, CEO of We Are Family, a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends – from meme culture to Roblox – while staying legally compliant and ethically sound.

This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental expectations, and platform dynamics. Maurice also explains how his agency conducts global research with thousands of children annually and why “marketing without manipulation” is their north star.

What You’ll Learn:

• Why audience insight matters more than ever in youth marketing

• How to ethically and legally engage under-18s

• The importance of cognitive development in content design

• What platforms kids really use – and how

• Why screen time post-COVID is evolving again

• How to balance messaging across kids, parents, and platforms

• Where influencer marketing fits – and where it doesn’t

• Why creativity must thrive inside tight guardrails
  

Top 3 Tips from Maurice:

1. Talk to kids constantly: Research can't be replaced by reports. Direct conversations reveal the truth.

2. Learn the rules: Global youth marketing demands obsessive knowledge of local legal and ethical guidelines.

3. Immerse yourself in their world: Play Roblox, scroll YouTube Shorts, and understand meme culture. You can’t market what you don’t experience.
   

Timestamps

• 01:00 – How brands stay in touch with kids’ realities

• 02:30 – Meme trends, masculinity, and parenting shifts post-COVID

• 05:15 – How brands act on research and insights

• 07:44 – The challenge of ethical creativity in marketing to kids

• 11:30 – Why guardrails make for better creativity

• 13:49 – Breaking down under-18s into real audience cohorts

• 16:38 – Running global research with very young children

• 19:14 – Sharing vs. owning insights: what gets published

• 20:50 – Developmental personas vs. traditional marketing personas

• 23:00 – The Venn diagram of kids, parents, and platforms

• 26:43 – Creating immersive brand experiences in Roblox

• 30:07 – Influencer marketing and where to draw the line

• 32:10 – Marketing ethics in YouTube content for kids

• 34:04 – How Maurice parented with a marketer’s mindset

• 36:25 – What metrics really matter in this space

• 39:48 – The rise of co-viewing and why it’s good news

• 41:55 – Maurice’s early career from Leo Burnett to Disney

• 47:51 – What’s changed most in 20+ years of marketing

  53:39 – AI in research and creativity: risks and realities