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Ep 21: Mail Unleashed Live: the Cannes Lions conversation
What happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing?
For the first ever Mail Unleashed LIVE, recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix.
In this special live episode, they explore:
- What makes a channel a Super Touchpoint
- Why trust is becoming marketing's most valuable asset
- Why Gen Z continues to engage with physical mail
- Where door drops fit within a modern omnichannel strategy
- How marketers can balance innovation with effectiveness
Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results.
Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away.
00:00 Intro
00:35 Welcome to Mail Unleashed LIVE from Cannes Lions
01:42 Why Rory Sutherland believes marketers abandon what works
04:18 Attention, trust and JICMAIL's Super Touchpoint research
07:25 Why direct mail still has a place in the modern media mix
10:12 What Gen Z can teach us about physical media
13:45 Where door drops fit into omnichannel marketing
16:28 Audience questions and key takeaways
18:55 Outro
Andrew Tindall is Chief Growth Officer at System1 and a leading expert in marketing effectiveness.
Specialising in the role of creativity and emotion in driving business results, he works with global brands and agencies to translate effectiveness research into practical, actionable insights that help marketers create more impactful campaigns.
Follow Andrew.
LinkedIn - https://www.linkedin.com/in/andrew-tindall
X - https://x.com/andrewtindall_
TikTok - https://www.tiktok.com/@andrew.tindall
Claire Sadler is an award-winning CMO, business transformation leader and diversity champion with extensive experience across brands including BT, EE, Direct Line, Mars and the British Heart Foundation.
Renowned for combining commercial rigour with creative thinking, she specialises in driving growth, developing talent and leading high-performing teams through change.
Follow Claire.
LinkedIn - https://www.linkedin.com/in/claire-sadler/
Kate Mackie is Partner and Chief Marketing Strategy & Operations Officer at EY, where she helps transform marketing into a commercial growth engine in an AI-augmented world.
A recognised leader in marketing transformation, growth and customer trust, she combines strategic insight with a passion for behavioural science, leadership and human-centred innovation.
Follow Kate.
LinkedIn - https://www.linkedin.com/in/mackiekate/
Follow Rory.
LinkedIn - https://www.linkedin.com/in/rorysutherland/
X - https://x.com/rorysutherland
TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en
Watch the full episode.
Website - www.marketreach.co.uk/mail-unleashed-cannes-live
Follow us for more marketing tips and insights on the value of mail in the marketing mix.
LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/
X - https://x.com/MarketreachUK
Facebook - https://www.facebook.com/p/Marketreach-100057126832884/
TikTok - https://www.tiktok.com/@marketreachuk
View all episodes
By MarketreachWhat happens when Rory Sutherland is joined by Andrew Tindall (System1), Claire Sadler (British Heart Foundation) and Kate Mackie (EY) to discuss the future of marketing?
For the first ever Mail Unleashed LIVE, recorded at Cannes Lions, our panel comes together for an honest, thought-provoking conversation about the role of mail in today's media mix.
In this special live episode, they explore:
- What makes a channel a Super Touchpoint
- Why trust is becoming marketing's most valuable asset
- Why Gen Z continues to engage with physical mail
- Where door drops fit within a modern omnichannel strategy
- How marketers can balance innovation with effectiveness
Along the way, the panel challenges assumptions, shares practical insights and explores why physical marketing channels, like direct mail, continue to deliver real results.
Whether you're interested in creativity, behavioural science, marketing effectiveness or building stronger customer relationships, this episode is packed with ideas to take away.
00:00 Intro
00:35 Welcome to Mail Unleashed LIVE from Cannes Lions
01:42 Why Rory Sutherland believes marketers abandon what works
04:18 Attention, trust and JICMAIL's Super Touchpoint research
07:25 Why direct mail still has a place in the modern media mix
10:12 What Gen Z can teach us about physical media
13:45 Where door drops fit into omnichannel marketing
16:28 Audience questions and key takeaways
18:55 Outro
Andrew Tindall is Chief Growth Officer at System1 and a leading expert in marketing effectiveness.
Specialising in the role of creativity and emotion in driving business results, he works with global brands and agencies to translate effectiveness research into practical, actionable insights that help marketers create more impactful campaigns.
Follow Andrew.
LinkedIn - https://www.linkedin.com/in/andrew-tindall
X - https://x.com/andrewtindall_
TikTok - https://www.tiktok.com/@andrew.tindall
Claire Sadler is an award-winning CMO, business transformation leader and diversity champion with extensive experience across brands including BT, EE, Direct Line, Mars and the British Heart Foundation.
Renowned for combining commercial rigour with creative thinking, she specialises in driving growth, developing talent and leading high-performing teams through change.
Follow Claire.
LinkedIn - https://www.linkedin.com/in/claire-sadler/
Kate Mackie is Partner and Chief Marketing Strategy & Operations Officer at EY, where she helps transform marketing into a commercial growth engine in an AI-augmented world.
A recognised leader in marketing transformation, growth and customer trust, she combines strategic insight with a passion for behavioural science, leadership and human-centred innovation.
Follow Kate.
LinkedIn - https://www.linkedin.com/in/mackiekate/
Follow Rory.
LinkedIn - https://www.linkedin.com/in/rorysutherland/
X - https://x.com/rorysutherland
TikTok - https://www.tiktok.com/@rorysutherlandclips?lang=en
Watch the full episode.
Website - www.marketreach.co.uk/mail-unleashed-cannes-live
Follow us for more marketing tips and insights on the value of mail in the marketing mix.
LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/
X - https://x.com/MarketreachUK
Facebook - https://www.facebook.com/p/Marketreach-100057126832884/
TikTok - https://www.tiktok.com/@marketreachuk