July 28, 2025

Episode 153 – Creative Excellence with guest Rich Atkinson-Toal: Tips from Amex's Global Brand and Marketing VP on Cultivating a Culture of Creativity in Your Team

43 minutes

Episode #153. This topic is a technical and human skill that all marketers should strive to develop in order to solve problems and inspire new thinking, ideas, products and experiences for your consumers and your organisation… we're talking about creating a culture of creative excellence – what it is and how to get started.

Abby's guest expert is Rich Atkinson-Toal, VP of Global Brand and Marketing at Amex Global Business Travel. His marketing and communication leadership experience extends across B2C and B2B brands including Barclays and Barclaycard. Over the last 18 years, Rich has worked across all marketing and management disciplines, including media, creative, marketing, technology, production, communications, planning and activation. He is also deputy chair and non-executive director of the Data and Marketing Association and as a growth orientated, passionate and ambitious leader he believes culture and purpose are key components of brand and business success.

In this episode, Rich shares his definition of creative excellence, the process he puts in place as a leader to make time and space for creativity, reviewing and aligning creativity, starting your creative excellence culture and how to engage your team.

Plus his highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction Creative Excellence

00:04:15 Defining Creative Excellence

00:07:04 Clarity and Alignment in Creativity

00:08:06 Creativity as a Mindset Across the Organisation

00:10:01 Practical Steps to Shift Creative Culture

00:14:53 Creative Reviews and Consistency

00:19:13 Measuring External Creative Excellence

00:25:10 Skills and Behaviours for Creative Teams

00:30:35 Protecting the Creative Team Environment

00:34:12 Lessons Learned in Creative Transformation

00:38:08 Career Highs and Lows

00:42:27 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Rich Atkinson-Toal | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

...more