Mail Unleashed with Rory Sutherland

Mail Unleashed with Rory Sutherland

By Marketreach

Welcome to Mail Unleashed. Hosted by marketing legend and Vice Chairman at Ogilvy UK Rory Sutherland, this series goes in-depth with some of the world’s top marketing greats about their experiences wi... more
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Best of Mail Unleashed with Rory Sutherland

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  1. Number 1: Ep 1: Improve brand loyalty and retention with Lis Barton

    Want to hear how one of the UK’s most popular airlines used mail to improve their marketing performance? In this episode, host Rory Sutherland speaks to Lis Barton, former CMO at MoneySuperMarket, about their shared love for direct mail and how marketers can truly unleash its full potential. During the episode, Lis shares: How working at Barclays and Audi opened her eyes to the effectiveness of direct mail as a marketing medium Two successful examples of direct mail from EasyJet and The Miscarriage Association How these campaigns help build strong loyal connections and drive impressive commercial results Plus, Rory shares his thoughts on the sustainability of direct mail and how quality is better than quantity when it comes to marketing. 00:00 Intro 01:51 When did Lis first come across direct mail? 03:50 Lis’s first example of direct mail - The EasyJet Flight Club loyalty scheme 06:03: How did Lis measure the payback for EasyJet’s direct mail loyalty pack? 08:10 Lis's second example of direct mail – The Miscarriage Association 09:52 Rory argues we need less but better marketing that we can measure 11:27 Outro Follow Lis. LinkedIn - https://www.linkedin.com/in/lis-barton-b951448/ 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/lis-blair-moneysupermarket YouTube - https://youtu.be/eWp_i8Xy0bE 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/⁠ X - ⁠https://x.com/MarketreachUK⁠ Facebook - ⁠https://www.facebook.com/p/Marketreach-100057126832884/⁠ TikTok - ⁠https://www.tiktok.com/@marketreachuk⁠

    13min
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  2. Number 2: Ep 22: Why Nils Leonard stopped just making ads – and started making things

    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. ⬇️ 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

    39min
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  3. Number 3: Ep 14: Use behavioural science to unlock campaign potential with Richard Shotton

    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. ⬇️ 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

    14min
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  4. Number 4: Ep 3: Create impactful campaigns fueled by data with former Boots CMO, Pete Markey

    Want to find out why the UK's leading health and beauty retailer uses mail as part of their marketing strategy? Then tune in to this episode of Mail Unleashed featuring Marketer of the Year (2023), and former CMO of Boots UK, Pete Markey. It’s clear host Rory Sutherland and Pete share a passion for the medium as they discuss mail’s huge potential in the current digital world. Throughout the episode, they discuss: Pete’s experience with mail working at British Gas, More Than, Aviva and Boots UK Why mail delivers costly signalling Real-life examples of impactful direct mail from Boots UK How you can use data to create tailored and targeted mail marketing Plus, they reveal how mail’s physicality can capture consumer attention and enhances brand engagement. 00:00 Intro 01:00 When did Pete become a fan of direct mail marketing? 03:20 Pete talks through creating a direct mail pack for More Than insurance 04:34 Why moments matter in marketing 05:54 Pete’s experience with adding mail to the media mix at Aviva 07:06 Why mail is both effective and efficient 08:01 Pete’s first example of direct mail – Boots UK The No7 anti-ageing serum 11:20 Pete’s second example of direct mail – Boots UK’s quarterly mailing 12:51 Outro Pete Markey is an award-winning marketing leader with global and regional experience across brand, digital, CX, and analytics. He’s a fellow of CIM, Marketing Academy, and Marketing Society, as well as a multiple Marketer of the Year winner with a proven track record across industries. Passionate about inclusion, team excellence, and Pete is renowned for achieving incredible business results through bold, data-driven marketing strategies. Follow Pete. LinkedIn - https://www.linkedin.com/in/petermarkey/ X - https://x.com/petermarkey 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/Pete-Markey-Boots YouTube - https://youtu.be/bElcASfbe-c 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

    14min
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  5. Number 5: Ep 2: Boost retention and drive digital transformation with Tony Miller

    Looking for key takeaways on why direct mail is an impactful marketing channel? Listen in to this fascinating Mail Unleashed episode. This time, Rory Sutherland is joined by Tony Miller, former CMO at Weight Watchers (WW) and Disney. During the episode, Tony and Rory discuss: Tony’s journey to the UK His experience with mail marketing at EasyJet, Compare the Market and Disney Two examples of direct mail from World Vision and The TV License Why mail is both an effective and efficient marketing channel Reasons why mail earns its place at the centre of your media mix Together, they share just how much you can change customers’ perceptions through this physical medium - whether that’s through delivering the spark needed to re-ignite existing customers or to attract new ones. 00:00 Intro 01:00 When did Tony cross the pond to the UK? 1:45 The second coming of direct marketing 03:04 Tony’s first example of direct mail – The World Vision gift catalogue 05:14 From EasyJet to Disney Tony shares his career journey working with direct mail 06:12 Tony’s second example of direct mail – The TV Licence 07:52 Is mail less sustainable than digital? 08:57 Outro Tony Miller is a proven business leader specialising in brand building and digital transformation. He’s experienced in driving growth and leading high-performing global teams for brands including Disney, Weight Watchers and Havas Helia. As a collaborative coach and mentor, Tony has a strong track record of managing complex demands, influencing stakeholders, and delivering results at pace across industries and channels. Follow Tony. LinkedIn - https://www.linkedin.com/in/tonyjmiller/ 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/tony-miller-marketing-leader YouTube - https://youtu.be/gkeysCSXJws 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/ TikTok - https://www.tiktok.com/@marketreachuk

    11min
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The podcast currently has 22 episodes available.