In this episode of Business of Marketing, John Horsley sits down with Harry Davies, VP of Strategy, Investment & Marketing Effectiveness at Sage, to explore why so many organisations still measure the wrong things, and what truly drives long-term growth.

Drawing on experience spanning government, Google, Amazon and Sage, Harry explains why marketing effectiveness is about far more than advertising, why brand investment is making a comeback, and how marketers can balance short-term revenue pressures with long-term business growth.

The conversation also dives into AI's impact on marketing, account-based marketing, buying committees, customer journeys, and why the future belongs to marketers who combine academic rigour with relentless curiosity.

In this episode you'll discover:

A thoughtful conversation packed with practical insights for CMOs, marketing leaders and anyone looking to build more effective marketing.

How Sport, Technology and Culture Are Reshaping Fan Engagement | Kahlen Macaulay , Snap

What does it take to keep the next generation of sports fans engaged?

In this episode of The Business of Marketing, John Horsley sits down with Kahlen Macaulay, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming the way sport is produced, distributed and experienced.

Drawing on leadership roles at the International Olympic Committee, ESPN, Pulse Live and Snap, Karlyn shares why today's sports organisations must think like media companies, how creators have become partners rather than competitors, and why fandom is increasingly being built through culture, community and conversation.

The discussion covers the changing behaviour of younger audiences, the role of augmented reality in live sport, the creator economy, the attention economy, and why the future of sports marketing sits at the intersection of sport, fashion, music and technology.

In this episode you'll discover:

Whether you work in marketing, sport, media, partnerships or digital innovation, this conversation offers valuable insights into where fan engagement is heading next—and what brands need to do to stay relevant.

What happens when search, media, AI and commerce start collapsing into one connected ecosystem?

In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand.

From launching Tug out of the basement of Vice Magazine to building a global agency across London, New York, Berlin, Toronto, Singapore and Sydney, Nick shares a candid view on what has changed in marketing over the last two decades, and what still matters most.

A conversation about search, AI, data, creativity, trust, performance marketing and why human judgement still matters in an increasingly automated world.

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In this episode of The Business of Marketing, Justin Cooke sits down with John Rudaizky, Global Chief Brand and Marketing Officer at EY, to explore the future of brand building, creativity, leadership and AI at enterprise scale.

John shares the story behind EY’s iconic “Better Questions” platform, why emotion matters more than ever in B2B marketing, and how AI is reshaping marketing organisations, creativity and customer engagement.

A wide-ranging conversation covering brand transformation, purpose, creator culture, leadership, the evolving role of the CMO, and why the future belongs to marketers who combine creativity with courage.

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“This is an era of being humble and learning like never before.” - John Rudaizky

What does it mean to become truly unmissable in an age of AI, algorithms and collapsing trust?

In this episode of The Business of Marketing, Justin Cooke sits down with Nishma Patel Robb, Founder and CEO of Unmissable, former Google marketing leader and former President of WACL, to explore visibility, storytelling, trust and the future of personal brands.

After a decade helping shape Google’s reputation and commercial growth in the UK, Nishma now works with founders and senior leaders to build trust-first personal brands that create real resonance, influence and commercial impact.

A conversation about authenticity, executive visibility, AI, creator culture, human storytelling and why the future belongs to people who can genuinely connect.

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“True unmissability is about resonance, trust and connection.” - Nishma Patel Robb

In this episode of The Business of Marketing, Justin Cooke speaks with Niall McKinney, Founding Partner of The Creative Engineers, recorded live at Advertising Week Europe.

Niall discusses why marketers need to produce more content than ever, but without bigger budgets, weaker creative standards or loss of brand control.

They explore how AI is changing content operating models, why workflows matter as much as tools, and how brands can use AI to improve speed, relevance and quality without losing human judgement.

A practical conversation on AI, creativity, content production and the future of marketing operations.

In this episode of The Business of Marketing, Justin Cooke speaks with Dan Reeves, co-founder of Subjct, recorded live at Advertising Week Europe.

Dan reflects on the golden era of magazine publishing, from Q Magazine and The Face through to today’s AI-powered content ecosystem, and explores how storytelling, publishing and discovery are being reshaped by AI.

The conversation covers the collapse of traditional distribution models, the rise of AI search, the future of editorial trust, and why great storytelling still matters more than ever in a world flooded with content.

A thoughtful discussion on publishing, content discovery, AI optimisation and the future of digital media.

In this episode of The Business of Marketing, John Horsley speaks with Edwin Wong, Head of Global Measurement Science at Uber Advertising, recorded live at Advertising Week Europe.

They explore the future of measurement, why context matters more than ever in advertising, and how brands can connect media exposure to real-world outcomes.

Edwin shares how Uber’s first-party data and real-world utility create new opportunities for marketers to measure attention, incrementality and consumer behaviour, while also discussing AI, attribution, privacy, research, and the growing demand for more human connection in media.

A fascinating conversation on measurement, media fragmentation, AI and the future of advertising effectiveness.