The Creative Culture Podcast

Ruth and John share key learnings from the book they co-wrote on female entrepreneurship

In April 2020, John Smythe, one of our advisory board members, and consultant Ruth Saunders published their book, Female Entrepreneurs: The Secrets of Their Success, a study of 52 fifty-two women who launched their own business, including Mélanie Chevalier, Creative Culture's CEO. The book provides practical advice and insights to encourage others to do the same. We had the pleasure of discussing their key learnings and discoveries while writing the book, and talked about gender inclusion in the UK and how businesses can improve.

Hear from Adele on marketing operations and digital transformation

As Managing Director at Lapis Angularis, a consultancy specialising in digital transformation and marketing operations, Adele Ghantous explains why marketing principles from 15 years ago are still relevant today, and what brands should do to maximise their processes across international markets. Tune in for her insights.

Hear from Erlab's EVP and COO on the increasing sustainable practice of global brands

Creative Culture is delighted and proud to count Erlab among its clients. Erlab manufactures ductless filtering fume hoods, filtered storage cabinets, laminar flow hoods and PCR workstations that protect both laboratory personnel and the environment. As the sustainability and environmental debate becomes ever more important to all, we hear from Antoine on his experience of running a business with family roots in Normandy, France, and his view on why these key issues are now a top priority for global brands and large industrials as well as navigating cross-cultural communications.

Gain insight into the culture, society and recent trends in the USA

Ahead of the election in November 2020 and in the midst of the COVID-19 pandemic, the US presents a picture of an increasingly divided society and nation. Yet, it remains a very attractive and complex market for global brands to navigate. Allyson Stewart-Allen shares her experience and expertise in working with North Americans and the opportunities that the world's first economy has to offer to international brands and marketers.

Mark shares his experience on employee engagement across cultures and the impact of COVID-19

Mark Hayes is Country Manager for Germany at Harvey Nash. He shares his thoughts on employee engagement and his experience having worked in a range of countries and multicultural environments. He also discusses how employer brands will have to rethink their employee engagement initiatives with the recent impact of the global pandemic on our traditional ways of working.

Marketers often misjudge the complexity of the Brazilian cultural landscape

Gustavo is in charge of marketing transformation and innovation at Johnson&Johnson in Brazil and acts as a leading member of the Mobile Marketing Association in Latin America. He has a wealth of experience working in his home nation, Brazil, and across the South American continent. He shares his views on where the Brazilian market is at, the often underestimated complexity of the local culture by global brands and his key tips to communicating with Brazilians.

A localisation success story: when adaptation goes beyond language

Andaz is Hindi for 'personal style', which is reflected in the truly personalised local experience offered to guests at Hyatt Andaz® Munich Schwabinger Tor. As the hotel's Marketing Communications Manager, Gabriele discusses the importance of the brand's local touch and emotional connection with guests across all communication channels, even more so during and following the pandemic.

When international success is dependent on the local cultural connection

With the world becoming more connected than ever, today's commercial space is becoming increasingly overcrowded: customer loyalty is in decline and global brands struggle to stand out from their competitors. How do you fight for 'quality time' with your local consumer and ensure your audience truly connects with your brand? Juan Boido passionately speaks about his experience as a global brand manager in ensuring that cultural nuance informs the overall global strategy.

Kanika shares both her experience heading Twitter in India

With a wealth of experience working for world-class brands such as Reebok and Tata, Kanika joined Twitter in 2018 as head of Indian operations. She shares her experience handling marketing and business in her home country and other cultural tips related to marketing.

One of our Advisory Board members explains what it takes to manage multi-market strategy

Robin Jaffray has a wealth of experience managing strategy for top global brands, both on agency and client side. After many years with several network agencies including FCB Inferno, Leo Burnett and McCann, Robin took the role of VP Global Brand at Western Union. Throughout this journey, he came across many cross-cultural hurdles and successes, which he shares with us in this podcast. He also discusses his view of the industry and the relationship between agencies and brands.