If white papers really are “dead”, why do the right ones still change businesses, conversations and careers?

In this episode, I sit down with Antonia Taylor, founder of Antonia Taylor PR & Communications, to challenge one of marketing’s most persistent myths. Together, we explore why white papers haven’t lost their power and how they’ve simply drifted away from their original purpose.

Drawing on Antonia’s newly launched and widely praised white paper Being Seen, we unpack how thought leadership has quietly had a renaissance, why so much B2B content has become overly sales-led, and what happens when brands are brave enough to stand for something meaningful.

What We Explore

Why White Papers Fell Out of Favour: We reflect on how white papers shifted from thought leadership to lead-capture tools and why that stripped them of impact.

Starting With Purpose, Not Promotion: Antonia shares why Being Seen wasn’t created as a sales asset, but as a purpose-driven piece of work and why that’s exactly what gave it traction.

How to Choose the Right Topic: We explore why the strongest white papers come from where you want your authority to be in the future - not where your business sits today.

Launching a White Paper Properly: From events and PR to social, podcasts and partnerships, we unpack why a white paper deserves a full campaign - not a quiet PDF drop.

As we wrap up, one thing becomes clear: white papers still matter - not because they generate leads, but because they create clarity, authority and belief. When done well, they help smaller brands level the playing field, give leaders a platform to stand on, and open up conversations that genuinely move industries forward.

Marketing Vs The World is produced by Urban Podcasts.

If blue links are no longer the main event, how do we make sure our brands are still found?

In this end-of-year episode, we take a step back to reflect on how SEO has shifted through 2025 and, more importantly, where it’s heading in 2026. As we’re already building strategies for clients, we wanted to share what we’re seeing, what’s changing, and where we believe businesses should focus their efforts next.

I sit down with Andy Toon, Head of Search here at Monday Clicks, to unpack the evolving search landscape - from Google’s AI Overviews and AI Mode, to LLMs like ChatGPT, and the growing role of social platforms as search engines in their own right. Together, we explore what this fragmentation means for marketers, business owners and leadership teams planning for the year ahead.

What We Explore

How Search Really Changed in 2025: We reflect on a year where organic search became more crowded than ever, with ads, shopping results, AI summaries and visual content often pushing traditional rankings further down the page.

Why Brand Matters More Than Ever: We share why strong brand signals, PR and visibility across channels are becoming essential trust indicators in both traditional and AI-driven search environments.

Content in an AI-Saturated World: We discuss why “more content” isn’t the same as “better content”, how human insight and research create differentiation, and where AI tools genuinely help versus where they dilute value.

Our 3 Priority Areas for 2026: If budgets are tight, we outline where we believe businesses should focus:

- Technical foundations (including schema)

- Persona-led content strategies

- Brand-building through PR and standout campaigns

As we wrap up, one message is clear: SEO in 2026 isn’t about chasing the latest shiny platform. It’s about strengthening the fundamentals, understanding where your audience actually searches, and showing up consistently across a far more complex landscape.

What should food and drink brands actually be doing in 2026 when every journalist’s inbox is drowning in AI-generated noise?

In this episode of Marketing vs. the World, I sit down with Amy Bendall, Managing Director of Suffolk-based PR agency Pier, to decode the strategies that will still cut through the noise next year. From the death of the generic press release to the rise of values-first storytelling, micro-influencers who actually eat the product, and why your agency’s reputation now matters as much as your brand’s.

What You’ll Learn

- AI Is Coming for Your Pitch: Why journalists are blacklisting agencies that spam AI nonsense, and how real relationships are the only antidote.

- Values Over Volume: The shift from blanket coverage to purposeful, authentic stories that align with what consumers actually care about in 2026.

- Digital Is Non-Negotiable: Even bricks-and-mortar brands need to own the search results, because if you don’t tell your story, AI (or a competitor) will.

Amy’s parting shot is blunt and brilliant: AI isn’t going anywhere - so if you’re not telling the world who you are and what you stand for, someone (or something) else will do it for you.

Marketing Vs The World is produced by Urban Podcasts.

What if the brands making us feel confident under our clothes are the ones mastering the most intimate, dialogue-driven marketing of all?

In this episode, I reunite with old agency friend Jonita Otter-Richardson, founder and MD of Upshot PR. From growing up in a family lingerie manufacturing business to launching a specialist agency during lockdown, Jonita lifts the lid on the unique bubble of intimate and swimwear PR - from body-positive campaigns and size-inclusive storytelling to why this category demands deeper audience understanding than almost any other.

We explore what’s working right now: the shift from “talking at” consumers to real two-way conversations, the power of community over influencers, and why knowing your audience inside-out is the ultimate marketing superpower.

What You’ll Learn

- Audience First: Success in lingerie and swimwear isn’t about flashy tactics - it’s about understanding real lives, bodies, and confidence gaps before choosing a single channel.

- Dialogue Over Dictation: Why the most effective campaigns spark genuine conversations, not monologues and how brands like Parade and Savage X Fenty nail it.

- Niche Magic: The joys (and challenges) of a category built on empowerment, inclusivity, and trust plus why Jonita calls it the “loveliest” corner of fashion to work in.

Jonita’s parting wisdom is simple yet game-changing: know your audience so deeply you become part of their world - only then will they let your brand into theirs.

Marketing Vs The World is produced by Urban Podcasts.

Picture your inbox lighting up at 3am - not with spam, but with the chilling news that your entire customer database has just walked out the back door.

In this episode, Abbie chats with Daryn Hesketh, founder of Dark Knight and a 27-year cybersecurity veteran who’s evolved from hands-on engineer to risk consultant. Daryn demystifies the surge in attacks on retailers and businesses, shares war stories from the trenches, and explains how AI is reshaping both threats and defences.

We break down the realities of managed services, compliance pitfalls, and why befriending your IT team could be your best shield.

What You’ll Learn

- Everyday Armour: Simple steps like multi-factor authentication and cyber insurance that turn vulnerabilities into fortified defences without breaking the bank. 

- AI Double-Edge: How tools like penetration testing accelerators empower protectors, even as attackers wield them for faster, smarter exploits. 

- Human Firewall: The irreplaceable role of trust, training, and personal service in cybersecurity because tech alone can’t outsmart evolving threats.

Daryn's grounded insights are a reassuring call to action: in a world of escalating digital dangers, staying vigilant and human-centred keeps the bad guys at bay while letting businesses thrive.

Marketing Vs The World is produced by Urban Podcasts.

What if luxury branding isn’t about exclusivity anymore, but connection?

In this episode of Marketing vs. the World, I am joined by Natalia Chappell, founder of NC & Co., to unpack what’s really working in the world of luxury marketing. With years of experience across fashion and e-commerce Natalia brings a grounded, no-fluff perspective on what it takes to make a luxury brand thrive today.

We explore how the definition of “luxury” has shifted, why authenticity now matters as much as aspiration, and the crucial role of holistic marketing strategies.

What You’ll Learn

- Evolving Luxury: How modern luxury brands blend aspiration with accessibility through storytelling and authenticity.

- Holistic Strategy: Why connecting all your marketing channels matters more than ever for sustainable growth.

- Playful Branding: How leaning into creative content - especially on platforms like TikTok and Meta can unlock new audiences.

Natalia’s journey is also a powerful reminder of what’s possible when women lead with clarity, creativity, and courage. Her honest reflections on female-founded businesses and investment show why the industry needs more women at the top.

Marketing Vs The World is produced by Urban Podcasts.

How do you turn one 90-minute football match into a year-long global movement?

In this episode of Marketing vs. the World, I sit down with James Maden, the content marketing lead behind Soccer Aid for UNICEF. From Premier League press rooms to Rugby World Cups and even the NHS vaccine campaigns, James’ journey is anything but ordinary. Now, he’s driving the content engine for one of the UK’s biggest annual charity events - Soccer Aid - which has raised over £120 million for children worldwide.

We dive into the unique challenge of building a year-long content strategy around a single annual event, what it takes to manage a campaign with global stars like Idris Elba, Usain Bolt, and Jill Scott, and how to balance creativity with data when every post could make a difference for UNICEF.

What You’ll Learn

- Content at Scale: How to plan, produce, and deliver thousands of posts and hundreds of videos for one campaign without losing consistency or quality.

- The Art + Science Mix: Why content success comes from balancing creativity with analytics and why the simplest clips often outperform the polished ones.

- Work + Life Balance: James’ honest take on parenting, purpose-driven work, and finding calm in the chaos when deadlines and nursery drop-offs collide.

Soccer Aid may only last 90 minutes on the pitch, but James shows us how the right strategy, team, and purpose can make the impact last all year round.

Marketing Vs The World is produced by Urban Podcasts.

What if design wasn't about aesthetics at all-but about empathy?

In this episode Abbie is joined by Karl Randay, Experience Director at 383, to explore why human-centric design is the edge marketers can't afford to ignore. With a career spanning design, strategy, and digital transformation, Karl shares how putting people-not platforms-at the centre creates work that resonates, engages, and lasts.

We unpack how businesses can move beyond surface-level branding to design experiences that truly serve their audiences. From accessibility and inclusivity, to testing and iteration, to breaking down silos between design and marketing, Karl reveals the frameworks and mindset shifts that elevate campaigns into meaningful connections. Along the way, he shares stories from the field and practical advice for marketers looking to embed empathy into every touchpoint.

What You'll Learn

- Human-Centred Thinking: Why empathy, inclusivity, and accessibility are non-negotiable in modern marketing.

- Practical Frameworks: How testing, iteration, and collaboration sharpen design impact.

- Beyond Aesthetics: Why the best design isn't about looking good-it's about solving problems for real people.

Karl's insights remind us that when we design with humans in mind, we don't just create better marketing-we create better experiences that make a difference.

Marketing Vs The World is produced by Urban Podcasts.

Is YouTube the new Google for brands?

In this episode of Marketing vs. the World, Abbie sits down with Stuart Stubbs, founder of Navigate Video, to uncover how businesses can dominate online through the power of YouTube. With two decades of experience in digital video, Stuart shares how brands can move beyond treating YouTube as a dumping ground for ads and instead harness it as a true search, engagement, and conversion platform.

What You’ll Learn

- Search Power: Why YouTube is now the world’s second biggest search engine and how brands can show up where their audiences are looking.

- Content Strategy: How to balance Shorts, long-form videos, and playlists with a consistent cadence that keeps viewers engaged.

- Brand Growth: Practical ways to measure value beyond views and build authentic, trust-driven channels that convert.

Stuart offers practical advice on making content discoverable through titles, thumbnails, and timestamps, while also explaining why cadence and commitment matter more than chasing “viral” hits. He shares how YouTube can drive sales, boost brand authority, and create deeper connections with audiences when done with intention.

Marketing Vs The World is produced by Urban Podcasts.

Email marketing’s a powerhouse, and in this episode of Marketing vs. the World, I chat with Jamie Woodbridge, co-founder of The Inbox Club, about why it’s a must for businesses. With 4.5 billion users and killer ROI, Jamie, a former sales guy turned email guru, breaks down how to nail newsletters—think sharp segmentation, punchy CTAs, and emails that actually get opened.

Jamie also gets real about his mental health struggles, from anxiety and depression triggered by a high-stress job to finding balance with help from his wife, a supportive GP, and exercise. His story’s a raw reminder to keep it human in the grind, blending pro tips with a nudge to rethink email and your own well-being.

Marketing Vs The World is produced by Urban Podcasts.