Performance Marketing Unlocked

Les Binet, Dr Grace Kite, Sophie Miller and Calfreezy are just some of the marketing minds who graced the stage at PMW Unlocked 2025, captivating the thousands of attendees with insights, anecdotes and crucially, data.

But what were they all talking about? On this episode of the Performance Marketing Unlocked podcast, the PMW editorial team (2:18) discuss the biggest lessons, surprises and themes from the third edition of PMW's annual headline event, PMW Unlocked.

From MMM's latest updates and the future of agencies to the cultural shifts occurring within the industry and why you need to meet AI head on, this episode is offers an update on the current state of affairs in adland as we round out the financial year.

Also on this episode, as a special treat, enjoy the full recording from one of our headline sessions taken right from the main stage (29:01)! Host Joe speaks with famed youtuber, podcaster and entrepreneur Calfreezy, on how brands can better leverage influencer marketing. An influencer of 15 years, Calfreezy reveals all his best tips and tricks for fostering long-term brand and influencer relationships that deliver for both parties.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:51) The team reviews PMW Unlocked 2025

(20:58) Is a cultural shift incoming for marketing?

(29:01) Why your brand needs more than just ads, with guest Calfreezy

~ Further reading ~

Why Les Binet hates performance marketing

‘Lots of littles’: Dr Grace Kite on the future of brand building in the performance era

6 questions with… Sainsbury’s Head of Digital Marketing, Carla Parry

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"We don't have much option but to put prices up." Undoubtedly, both the current macro and micro-economic climates will have businesses and consumers tightening their respective purse strings.

On this episode of the Performance Marketing Unlocked podcast, Helena Hudson, Founder of Real Eating Company (21:05), talks all things small business. From the inception of her own over two decades ago to the threats and opportunities UK businesses contend with today – such as incoming increases to employer National Insurance contributions in April and how trustworthy brands can create growth amid economic turmoil – Helena leaves no stone unturned.

Preceding that discussion, is a conversation with PMW's News Reporter, Reem Makari (2:13), who offers a review of big tech, big streaming, and big socials' Q4 revenue reports, spotlighting the platforms outperforming the competition and putting the pressure on those falling behind.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

For any brands looking to claim their FREE tickets to Performance Marketing Unlocked, taking place at London's Business Design Centre from 4-5 March, follow this link: https://www.performancemarketingunlocked.com/register-brand

~ Episode breakdown ~

(2:13) Which platforms performed best in Q4 2024?

(21:05) Building a business in the face adversity with the founder of Real Eating Company

(39:28) An assessment of the UK's small business ecosystem

(53:00) PMW's Resell Me a Pen Challenge

~ Further reading ~

Big tech Q4 earnings: Amazon, Alphabet, Netflix, Meta and Microsoft compared

IPA Bellwether: UK adspend returns to growth but main media plummets

‘A double-edged sword’: Labour’s ‘Halloween budget' has marketers reconsidering approach to growth

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Just about every marketer has the Super Bowl circled on their calendars each year. Whether you're working with a brand that splurges on an £8.5m halftime ad slot or with a more modest organisation attempting to leverage the 120 million strong audience in real time, the opportunities are boundless... but unfortunately, so are the risks.

On this episode of the Performance Marketing Unlocked podcast, PMW's Editor Robin Langford (2:22) joins host and Multimedia Editor Jospeh Arthur to discuss recent Super Bowl trends and reveal some of their favourite campaigns from the past. Following their brief preview, Chiara Manco, Creative and Media Partnership Director at System1 (21:49), joins the pair for a proper post-game analysis.

In the wake of the Eagles big victory, the trio lean on System1's 'Test Your Ad' data to reveal adland's winners and losers from the match. Which brands nailed their campaigns and why? What trends emerged this year? And which performance campaigns took advantage of the event's audience best?

Finally, Chiara tries her hand at an NFL-themed Resell Me a Pen Challenge (45:05).

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

For any brands looking to claim their FREE tickets to Performance Marketing Unlocked, taking place at London's Business Design Centre from 4-5 March, follow this link: https://www.performancemarketingunlocked.com/register-brand

~ Episode breakdown ~

(2:22) Previewing Super Bowl LIX's advertising

(21:49) A postgame analysis of all the Super Bowl's best (and worst) campaigns

(45:05) PMW's Resell Me a Pen Challenge

~ Further reading ~

Super Bowl LIX preview: Authentic stories and proactive performance strategies will win the day

Fox to stream the Super Bowl for free on ad-supported platform Tubi

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Social media has changed in recent weeks. Fuelled by the inauguration of US President Donald Trump, TikTok's potential ban in the US and Meta's removal of fact checkers in the name of "free speech" has raised some eyebrows across the advertising industry.

As a rapidly growing performance marketing channel, the implications of this social upheaval – particularly from a brand safety perspective – are unclear. As such, this episode of the Performance Marketing Unlocked podcast features our News Reporter Reem Makari (1:58), who alongside host Joe, dissects the state of social media and offers some advice for confused marketers on what to do next.

Following that discussion is a conversation with Perrine Masset (22:14), Marketing Lead at Deloitte Digital, who attempts to put the spotlight on an issue currently bubbling under the surface in marketing – passion vs process. With the age of data-driven marketing overtaking adland, Perrine warns that marketers are getting bogged down in the nitty gritty processes of the job, restricting their ability to embrace their passion and let creativity shine through.

How do we overcome this problem? Joe and Perrine reveal all later in the episode.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:58) How should advertisers respond to Trump's influence on social media?

(22:14) Passion vs Process – finding the right balance

(37:26) Is AI here to help or hinder creativity?

(48:12) PMW's famous 'Resell Me a Pen' challenge

~ Further reading ~

Trump signs order to delay TikTok ban for 75 days

The Trump 2.0 era of Meta: What does 'getting rid of fact-checkers' mean for advertisers?

Meta incentivises content creators to join its platform with $5,000 bonus scheme

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Google has been the King of Search since 1998 – but for how much longer can it retain the crown?

Social platforms like TikTok and Instagram have become popular discovery tools and large language models like ChatGPT can serve as search engines in their own right, leaving Google to fight a war on several fronts to maintain its supposed search "monopoly".

But with a looming TikTok ban in the US and Meta removing fact checkers across its platforms, advertisers have every right to feel a little behind all the ongoing changes across the search and social landscapes. To help make sense of it all, this episode of the Performance Marketing Unlocked podcast features Chris Pearce, Managing Director of Greenpark Digital (21:56), and veteran of search marketing.

Preceding that discussion however, is a chat PMW's Premium Content Editor Jyoti Rambhai (2:10), who opens the episode (and the new season of the show!) alongside host Joe to talk about the industry predictions they think will come to fruition in 2025, as well as some they aren't so sure of.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:10) Which 2025 adland predictions will come true?

(21:56) Greenpark's Chris Pearce talks the changing search ecosystem

(33:58) How should marketers be using search and social in 2025?

(47:17) PMW's famous 'Resell Me a Pen' challenge

~ Further reading ~

TikTok ban: US Supreme Court shows scepticism as creators move to other platforms

Why Google has never looked more fragile as an advertising channel

TikTok rivals Google with launch of its own search ads solution

‘AI is emerging from the hype cycle’: 21 marketers on automation and emerging channels

‘CMOs will pivot towards 1-to-few’: 7 experts on how AI will change marketing in 2025

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The year is almost over and you know what that means, it's time to look back on what was and throw out some hot takes for what's ahead.

On the final episode of the Performance Marketing Unlocked podcast season 3, the entire PMW editorial team (1:51) is in the studio to talk about 2024's biggest surprises, 2025's most exciting trends, and assess the myriad of opportunities and threats facing adland in the coming months.

It isn't all debate however, we also embrace the festive season by playing a little game that sheds some light on the team's favourite Christmas films.

See you in the new year for season 4!

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(1:51) The PMW team reviews 2024

(21:49) Hot takes for 2025

(46:42) Biggest opportunities and threats facing adland next year

(51:53) Festive fun!

~ Further reading ~

GARM to shut down following Musk's X antitrust lawsuit

‘Anyone else tearing their hair out too?’: Adland reacts to Google’s big cookie comeback

Dentsu forecasts global advertising market to grow 6.8% in 2024

TikTok faces US ban by the new year if it doesn’t sever ties with ByteDance

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Ongoing customer loyalty is widely agreed as being pivotal to any businesses long-term success, but how to best go about creating it is up for debate.

On this episode of the Performance Marketing Unlocked podcast, Guy Meyers (28:29), Senior Director of Customer Success (Global) at Recurly, argues why – despite loyalty ultimately being an upper funnel, brand-building play – data is the most valuable asset for generating it.

Preceding the discussion with Guy however, is a final Black Friday rundown from PMW's Premium Content Editor, Jyoti Rambhai. Alongside host Joe, Jyoti reviews all the important marketing trends to prepare you for the weekend ahead, with some breaking news interrupting the show.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(3:50) PMW discusses the upcoming Black Friday Cyber Monday Weekend

(19:31) Breaking news!

(26:56) 60 second news round-up

(28:29) Introducing Recurly's Guy Meyers

(41:50) Can loyalty be measured?

(53:57) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Adland on the cusp of ‘record breaking’ Black Friday weekend

Essential tasks every marketer should tick off before Black Friday

Why data privacy is a balancing act: navigating personalisation and trust in the digital era

Performance marketing software market to double by 2032

Netflix revenue grew 17% as hit series Baby Reindeer and Bridgerton attract audiences

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Where will retail media be 12 months from now? Will the UK market finally be as "mature" as the US? Will AI have upended the channel? And will the term itself still be common place?

To answer these questions, PMW's Editor Robin Langford (25:00) joined host Joe at Retail Media Summit UK '24. Recorded on the ground at the event, Robin and Joe discuss the channel's top talking points and reveal their biggest takeaways from the day. Interwoven within the discussion are clips from interviews conducted at the Summit with channel experts from the likes of Co-op, WH Smith, Tesco, Boots, The Very Group, and more.

Also on this episode, the entire editorial team is in the studio (3:19) to reminisce about last week's PMW Awards 2024, each revealing a favourite winner and a personal highlight from the evening.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(3:19) The PMW team talk our 2024 awards

(25:00) Defining retail media

(37:27) What does the future of retail media look like?

(44:14) Retail media in the US vs the UK

~ Further reading ~

A moment at Retail Media Summit UK '24 with... Boots Media Group

Can retail media deliver a true halo effect this Christmas?

Performance Marketing World Awards: all 28 winners announced

View from the red carpet: photos from the PMW Awards 2024

PMW Awards 2024: The winner's circle in pictures

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What's Google's AI innovation strategy? And how is it responding to social media's impact on the search landscape?

On this episode of the Performance Marketing Unlocked podcast, Dyana Najdi (23:56), Managing Director for Google Advertising UKI – leading specialist teams who deliver AI-driven solutions for partners and customers – lifts the veil on how the tech giant strength-tests its AI output and explains why she's not worried about social media's growing search capabilities.

Prior to that discussion with Dyana, PMW's Premium Content Editor Jyoti Rambhai (2:59) joins host Joe to dissect the latest IPA Bellwether Report, with a keen eye on the upcoming Autumn Budget, US election, and more.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:59) PMW's Premium Content Editor Jyoti Rambhai discusses the latest IPA Bellwether Report

(23:56) Introducing Google's Dyana Najdi

(26:53) What's the current state of the search landscape?

(43:15) Is there an AI arms race?

(51:36) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Google announces additional AI-powered PMax updates for peak season

Google shakes up Performance Max ad auctions ahead of peak shopping season

Over a third of consumers to reject third-party cookies in Chrome next year

IPA Bellwether: UK adpsend freezes for first time in over three years

‘When finances are constrained, that’s when the magic happens’: Adland unfazed by shock UK adspend freeze

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Will AI help put an end to the agency vs in-house vs in-house agency debate?

On this episode of the Performance Marketing Unlocked podcast, Lydia Hinchliff (16:18), Director of Strategy at performance marketing agency, Journey Further, argues why we shouldn't all throw caution to the wind and hop aboard the AI-train, believing instead that a human-driven, holistic approach to both breaking down marketing silos and building an agency/brand relationship is the best way forward.

Preceding Lydia however, is PMW's Editor Robin Langford (2:18), who gives a state of play report for adland as it heads into the famed 'Golden Quarter'. Joe quizzes Robin on the importance of seasonal shopping events, whether or not the opportunities outweigh the risks, who, if anyone, is the king of e-commerce, and more.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:18) PMW's Editor Robin Langford answers four key questions surrounding the need for brands to invest in the golden quarter

(16:18) Introducing Journey Further's Lydia Hinchliff

(18:19) Is performance moving up the funnel as much as we think?

(38:58) Can agencies compete with AI?

(49:51) PMW's famous 'resell me a pen' challenge

~ Further reading ~

Agency vs in-house vs in-house agency? The big question that’s divided marketers

‘A litmus test for buying intent’: Can Amazon Prime Day dispel peak shopping season jitters?

Nearly half of marketers believe AI will make their companies less dependent on agencies

Over nine in ten marketers have experienced selective reporting from agencies

Cannes Lions 2024: Creativity isn’t dying, but its ‘big idea’ gatekeepers are losing their grip

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