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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