Mail Unleashed with Rory Sutherland

In a world of endless scrolling and skippable content, what makes something worth holding onto?  

Nils Leonard, Founder of Uncommon Creative Studio, joins Rory Sutherland to explore why physical, human-made experiences are earning our attention, and what that means for marketers in an increasingly digital and AI-driven marketing landscape.  

Throughout the episode, Nils and Rory explore: 

• Nils’ journey from ad man to global studio founder 

• Why physicality is capturing our attention again 

• Why, when it comes to creativity, “different beats better” 

• Why originality often comes from getting dangerously close to the line 

Plus, they unpack why human effort still hits differently in an age of AI, and what that means for marketers looking to create work people genuinely notice, value and remember. 

00:00 – Nils Leonard joins Mail Unleashed 

01:05 – Nils' journey from the Jobcentre to advertising 

06:15 – Learning to write your own narrative 

10:05 – Why Nils founded Uncommon 

11:45 – Why ‘different’ beats ‘better’ 

14:05 – Why advertising abandons things that still work 

16:05 – Creating physical objects people want to talk about 

18:10 – Why physicality is winning attention in the age of AI 

23:00 – Why memorable beats narrowly targeted 

30:05 – The Piers Morgan hairdryer and creating cultural impact 

33:15 – Direct mail, fame and the value we struggle to measure 

Nils Leonard is Founder of Uncommon Creative Studio and one of advertising’s most recognised creative leaders.  

Formerly Chief Creative Officer and Chairman of Grey London, he has been named Business Insider’s most creative person in advertising. A champion of creativity and industry change, Nils has delivered award-winning work for global brands. 

Follow Nils. 

LinkedIn - https://www.linkedin.com/in/nils-leonard-373b2b3/  

X - https://x.com/nilsleonard  

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 - https://www.marketreach.co.uk/mail-unleashed/nils-leonard-uncommon 

YouTube - https://youtu.be/ahpwsZRpJt4  

Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️  

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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.   

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In a world where 75–80% of ad spend is digital, why is Digital Strategy Director at the7stars, Jonny Harrison, making the case for direct mail?  

That’s because he’s seen how it wins the attention economy. For episode 20 of Mail Unleashed, Jonny has joined our host Rory Sutherland to break down:  

• Why digital struggles to get creative right and how direct mail can help 

• How “hand-delivered communications” can earn 90 seconds of undivided attention   

• Why no media channel is truly expensive if it drives the right outcome 

• Why precise geo-targeted marketing is often overlooked in digital marketing 

• How programmatic mail bridges digital efficiency with physical impact  

Plus, they reveal why the most underrated media channel could be the most effective one in your mix. 

00:00 Intro 

00:41 Welcome to Jonny 

01:47 Why is Jonny, a Digital Strategy Director, making a case for direct mail?  

04:21 Why do digital display ads struggle creatively? How looking at physical mediums can help 

07:01 Marketing vs attention. Direct mail generates 90 seconds of undivided consumer attention 

10:52 The rise of retail media and the opportunities mail can bring 

13:34 The problem with relying on AI in digital marketing 

15:18 Programmatic mail: why physicality is so important in today’s digital world  

18:00 The power of geo-targeting in physical and digital marketing  

22:48 Why digital-first brands benefit from using direct mail. Example from Ocado and Waitrose  

24:27 Is any media channel actually expensive? 

27:28 Outro 

Jonny Harrison is a Digital Strategy Director at the7stars, the UK’s largest independent media agency. He focuses on driving advertising performance through data, technology and experimentation across channels.  

Jonny also supports new business, leads internal events, and contributes to the IAB Mobile Steering Group and Performance Council. 

Follow Jonny. 

LinkedIn - https://www.linkedin.com/in/j-harrison430/  

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 - https://www.marketreach.co.uk/mail-unleashed/jonathan-harrison-the-7-stars 

YouTube - https://youtu.be/PWZBmXejd58   

Looking for innovative marketing ideas to spark your creativity. Follow us to get those creative juices flowing. ⬇️  

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Not every impression is equal. So, what makes mail different from a digital impression?  

In this episode of Mail Unleashed, JICMAIL’s Director of Data Leadership, Ian Gibbs, joins Rory Sutherland to discuss why mail demands attention that lasts longer, gets revisited, and works harder to drive consumer action and results. 

Together, they discuss:  

• The 200 different ways that marketers measure campaign effectiveness 

• Ian’s work with JICMAIL and the DMA 

• Why mail delivers both short- and long-term marketing impact 

• How mail plays to a different attention span than digital marketing 

Plus, they explore why physical mail keeps working long after the first glance.  

00:00 Intro  

00:41 Welcome to Ian 

02:00 Ian’s work with JICMAIL and the DMA: The metrics he uses to measure the effectiveness of physical mail 

04:30 Short term vs long term marketing impact: why mail delivers on both as a super touchpoint within the multi-media mix 

09:10 The price of attention: Mail can generate 140 seconds of consumer attention across 28 days 

10:51 The importance of creativity, physicality and targeting in performance marketing 

14:30 Mail’s positive impact within an integrated marketing strategy, helping to drive effectiveness for brands 

17:10 The context of the home: why mail delivers where and when people need it most 

18:45 How JICMAIL is helping brands see the benefits of mail in the media mix 

22:13 Outro 

Ian Gibbs is Director of Insight at the DMA and Director of Data Leadership and Learning at JICMAIL.  

With over 20 years’ experience in media and advertising measurement, he previously worked at Kantar and The Guardian. He also runs Data Stories Consulting, helping organisations harness effective measurement, research and insight. 

Follow Ian.  

LinkedIn - https://www.linkedin.com/in/ian-gibbs-7b735619/ 

Follow Rory.  

LinkedIn - ⁠https://www.linkedin.com/in/rorysutherland/⁠  

X - ⁠https://x.com/rorysutherland⁠  

Watch the full episode.   

Website - ⁠https://www.marketreach.co.uk/mail-unleashed/nishma-patel-robb-the-glittersphere⁠   

YouTube - ⁠https://youtu.be/KYfcEplYQtM⁠   

Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️  

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How can you build trust with your customers without physical stores or a tangible product?  

In this episode of Mail Unleashed, Sayed Hajamaideen, Head of Brand & Marketing at SMARTY Mobile, sits down with our seasoned host Rory Sutherland to discuss how mail can inject life into digital brands. 

Together, they explore:  

• Sayed’s career journey from O2 to SMARTY Mobile 

• How physical mail can be used to pique curiosity and deepen customer relationships 

• Why marketers need to choose the right mediums to achieve results  

• Why a combination of physical and digital media is so effective  

Listen in to find out how he uses mail to increase trust and turn promises into guarantees in our latest Mail Unleashed episode. 

00:00 Intro  

0:41 Welcome to Sayed  

01:06 Sayed’s marketing journey from O2 to SMARTY Mobile  

02:26 How Sayed uses physical mail to market an intangible product and build trust?  

04:17 Direct mail piques curiosity: why marketers should use the right medium for the right purpose 

06:53 How Sayed integrates mail with radio and TV marketing 

07:53 Sayed’s top 3 tips for direct mail marketing 

09:48 WARC’s research into long verses short-term efficacy of communication channels 

11:24 Why a combination of marketing media is the most effective  

12:11 Outro 

Sayed is a Senior Marketing Leader with years of experience in leading brands to fame and commercial success. He has worked for many of the UK’s biggest mobile brands including O2, Tesco Mobile and SMARTY Mobile.  

 
His passion lies in the art and science of how advertising can create and shift behaviours. 

Follow Sayed.  

LinkedIn - https://www.linkedin.com/in/sayed-hajamaideen-25403885/  

Follow Rory. 

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode. 

Website - https://www.marketreach.co.uk/mail-unleashed/sayed-hajamaideen-smarty-mobile  

YouTube - https://youtu.be/hz-EEeQdY3k  

Want to see how mail gets real results? Follow us for fresh marketing inspiration and real-life examples of mail in action. ⬇️ 

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How did mail help Tesco gain 21 million active members for its iconic Clubcard loyalty programme? You can find out from Tash Whitmey, Group Director of Loyalty, CRM and Marketing at Tesco.   

Together, Tash and host Rory Sutherland share:  

• The inception of the Tesco Clubcard Loyalty Programme  

• How Tesco Clubcard data has helped shape its business offering 

• Why using both digital and physical media can create magical marketing moments 

• Mail's role in Tesco's customers statements and why this is so important to both Tesco and its customers 

• A successful direct mail campaign from Volvo  

Tune in for a wealth of brilliant insights and discover why the tactility of direct mail is the secret sauce in the marketing mix.  

00:00 Intro  

0:41 Welcome to Tash  

01:38 Tash’s involvement with the iconic Tesco Clubcard Loyalty Programme 

04:38 Why physical mail is an important channel to reach Tesco customers  

05:38 How have the Clubcard mail statements and data shaped Tesco’s business offering? 

07:11 Why are complimentary messages in different media formats more powerful? 

09:14 Tash’s example of impactful direct mail – Volvo  

12:57 Outro 

Tash Whitmey has over 25 years of Direct Marketing experience across big names like Tesco and Havas.  

She transformed Clubcard, launched a 4-million-strong rewards scheme, and has been recognised by Data IQ and Campaign A-list. A Marketing Society Fellow and former NED, she champions customer-first innovation. 

Follow Tash. 

LinkedIn - https://www.linkedin.com/in/tash-whitmey-2b7b87184/  

Follow Rory. 

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode.  

Website - https://www.marketreach.co.uk/mail-unleashed/tash-whitmey-tesco  

YouTube - https://youtu.be/MqvybypNN7E  

Follow us for more marketing tips and insights on the value of mail in the marketing mix.⬇️ 

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Want to find out why mail can hold the attention of consumers?  

In this episode, host Rory Sutherland welcomes Media expert and The Barber Shop founder, Dino Myers-Lamptey, into the studio to share how mail can ramp up creativity and draw out dwell time to make brands stand out. 

Highlights from this episode include:  

• Dino’s experience with direct mail  

• The importance of physical media in an increasingly digital world 

• The role of mail in helping the consumer on their journey to making a significant spending decision 

• Why post-attention matters in marketing 

Listen in and find out which audiences are more likely to respond to mail over digital communications.  

00:00 Intro  

00:41 Welcome to Dino – Why the name “The Barber Shop”?  

02:16 Dino’s career journey with direct mail in marketing 

05:26: Dino and Rory discuss the need for physical media in a digital-led world 

07:23 What’s the role of mail in complex customer decision making processes? 

10:03 The power of printed catalogues  

12:26 Post attention: Why long-lasting impressions matter  

15:32 Rory argues why direct mail can help you target the right audience 

16:44 Dino’s experience creating mail campaigns for charities  

18:16 Want to find effective mail examples? Look at what’s coming through your door 

19:47 Outro  

Dino Myers-Lamptey is the Founder of The Barber Shop and a strategic leader with over 17 years’ in media. His expertise spans communications strategy, digital planning, direct-to-consumer subscription marketing, and ROMI performance.  

Dino has held senior roles at MullenLowe, the7stars, Mediacom, and more, launching standout campaigns and challenger brands. 

Follow Dino. 

LinkedIn - https://www.linkedin.com/in/dinosaw/  

X - https://x.com/thedinosaw  

Follow Rory.  

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode here:  

Website - https://www.marketreach.co.uk/mail-unleashed/dino-myers-lamptey-the-barber-shop  

YouTube - https://youtu.be/ypZ3_mZUxMw  

Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️ 

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In a world littered with noise, why does a simple piece of mail still get the most attention? In our next Mail Unleashed episode, Head of Brand Marketing at Hiscox, Ed Birth is here to reveal how selling insurance doesn't have to be about fear. 

He’s joined Rory Sutherland to discuss:  

• The surprising power of humour in creativity in the insurance sector. 

• How mail’s ‘body language’ builds trust. 

• How mail helps you gain a huge share of voice.  

• Why a single piece of mail can get 132 seconds of attention. 

Plus, they share why fun beats fear in marketing.  

00:00 Intro  

00:41 Welcome to Ed – his journey from agency marketing to Head of Brand Marketing at Hiscox  

02:48 How Hiscox’s marketing strategy differs from other insurance companies 

06:44 The antidote to fear - The importance humour in creativity when bringing risks to life  

07:51 Ed shares an example of fun and disruptive direct mail from Hiscox – the wine-stained letter 

10:41 How the tangibility of direct mail helped Hiscox build trust, boost customer satisfaction and strengthen brand identity  

17:38 Mail makes you 1 of 1. How mail grabs attention and your share of voice 

21:56 Why multimedia campaigns are more effective than single channel campaigns 

23:57 Outro  

Ed Birth is Head of Brand Marketing at Hiscox. With experience at The Gate London and Audacity, he brings expertise across advertising, integrated and digital marketing. Ed is passionate about creative, trust-building brand strategy. 

Follow Ed. 

LinkedIn - https://www.linkedin.com/in/luke-whitehorn/ 

X - https://x.com/LukeWhitehorn 

Follow Rory.  

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode here:  

Website - https://www.marketreach.co.uk/mail-unleashed/luke-whitehorn-domestic-and-general  

YouTube - https://youtu.be/NrdoCcfAI78 

Thinking of including mail in your media mix? Follow us on our socials for more great examples of why mail can have a lasting impact. ⬇️ 

LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/  

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If mail is distinctive, does it become more memorable?

Richard Shotton, behavioural scientist and author of The Choice Factory, and Rory Sutherland, get under the skin and into the minds of consumers.  

Together, they explain: 

• Techniques brands can use to become more memorable 

• The value of costly signalling 

• How mail’s physicality can enhance engagement and attention  

• Why Christian Aid Week’s mail campaign was a success 

Plus, they discuss fascinating behavioural studies that explain how people react to mail, what that means for brands and, most importantly, why. 

00:00 Intro  

00:41 Welcome to Richard  

1:43 How long has Richard been an expert of direct mail?  

03:06 Generations by Bobby Duffy – the relationship between Gen Z and direct mail 

04:03: Richard explains why surprising requests are more noticeable 

05:34 Why mail’s physicality can enhance engagement and build trust 

09:32 Richard’s example of successful direct mail – Christian Aid Week 

12:15 Outro 

Richard is the founder of Astroten and author of The Choice Factory and The Illusion of Choice, which is a best-selling book available in 16 languages.  

He specialises in applying behavioural science to marketing for brands like Google, BrewDog and Santander. He also co-hosts the podcast Behavioural Science for Brands. 

Follow Richard. 

LinkedIn - https://www.linkedin.com/in/richard-shotton/  

X - https://x.com/rshotton  

Follow Rory. 

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode.  

Website - https://www.marketreach.co.uk/mail-unleashed/richard-shotton-the-choice-factory 

YouTube - https://youtu.be/pLKvb_ZrdkM 

Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️ 

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In a world of rising digital scams, why does a simple piece of mail still reassure banking customers? 

Chief Marketing Officer at NatWest, Margaret Jobling, joins Rory Sutherland for this episode of Mail Unleashed to talk about the power of mail in the financial services.  

Throughout this episode, they discuss:  

• NatWest’s sponsorship of Team GB at the Paris Olympics 

• Why 71% of people trust physical mail 

• Real data that shows mail outperforms email in response rates 

• How mail still reassures customers in a world of rising digital scams 

Plus, they explore why mail is such an important touchpoint in banking, and how it helps you target the right moments.  

00:00 Intro  

00:41 Welcome to Margaret  

01:25 Margaret talks through NatWest’s sponsorship of Team GB at the Paris Olympics  

03:27 Direct mail’s role in building trust and authenticity in the financial services 

05:32 Physical mail helps you target the right moment & how it has helped NatWest achieve long-term marketing impact  

09:51 In a world of rising digital scams, mail can offer reassurance for banking customers 

11:14 Why multiple touchpoints are important for NatWest and why mail is one of them 

12:53 Data that shows campaigns with mail are more likely to show ROI benefits 

15:42 Margaret’s experience with mail at Centrica and NatWest: how mail had the best response rates   

18:46 Gen Z are more responsive to physical mail than you'd think 

20:46 Outro 

Margaret Jobling is Chief Marketing Officer at NatWest Group. She is an experienced FTSE 100 business leader with a strong record in consumer goods and utilities.  

She specialises in customer experience, marketing transformation, consumer products, and insight-driven decision-making. Known for her strategic leadership and for driving measurable results, she consistently delivers impactful, customer-focused change across complex organisations. 

Follow Margaret. 

LinkedIn - https://www.linkedin.com/in/margaret-jobling-9741b513/  

Follow Rory. 

LinkedIn - https://www.linkedin.com/in/rorysutherland/ 

X - https://x.com/rorysutherland 

Watch the full episode.  

Website - https://www.marketreach.co.uk/mail-unleashed/margaret-jobling-natwest 

YouTube - https://youtu.be/rviRRSyQK7A  

Curious about the power of mail in your marketing mix? Follow us for fresh inspiration and real-world examples that show how mail delivers impressive business results. ⬇️ 

LinkedIn - https://www.linkedin.com/company/marketreach-from-royal-mail/  

X - https://x.com/MarketreachUK  

Facebook - https://www.facebook.com/p/Marketreach-100057126832884/  

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