As brands continue to ramp up investment in influencer marketing, it’s more important than ever to ensure the brand-influencer relationship is solid. 

In this edition of the podcast, we delve into topics around creator gifting, education and creativity covered in the recent edition of our Influencers Explored series. Host Amrit Virdi, reporter at Marketing Week, is joined by Ross Farquhar, CMO at Little Moons, and Cerys Gardiner, marketing manager at Medichecks and a freelance content creator.

We discuss how the influencer strategy of both brands has evolved, covering everything from creator selection and briefing, to measuring effectiveness and where they see the industry heading. 

How both brands fully onboard influencers to work within regulations and what makes a good brand-creator relationship is also discussed, with Gardiner offering the influencer view as a content creator herself. 

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Marketers are navigating a lot of changes, from a proliferation of channels, to the rise of AI, to changing consumer habits, but creativity remains a distinct advantage, according to System1’s Andrew Tindall.

In the latest episode of The Marketing Week Podcast, Niamh Carroll, senior reporter for effectiveness and growth, speaks to Andrew Tindall, chief growth officer at System1 about his new book, The Creative Dividend. The book, a collaboration between Effie Worldwide and System1, is designed as a practical guide for using advertising to drive growth in businesses, drawing on Effie data to inform the writing.

Even in what Tindall terms the “desolate wasteland” of modern marketing, creative effectiveness drives real business impact. Most effectiveness research that marketers lean on is around a decade old, he says, stating that this book aims to update it.

While the book centres on creativity, it is also important to define what creativity that drives business results actually looks like, he says. At its worst, people can see creativity as being akin to “uniqueness”, when actually, it is the tried and tested, repeatable creative ideas that often drive the most impact.

In this episode, we discuss the merits of distinctiveness and differentiation, how smaller brands can drive large impact with their advertising, and System1’s growth journey.

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In partnership with Google, Google’s Head of Search Scott Sinclair and generational historian and bestselling author Eliza Filby join senior reporter Molly Innes to explore how generational change, shifting media habits and AI-powered Search are reshaping how people discover, research and make decisions.

As discovery becomes more fragmented and younger generations adopt new ways of searching, the conversation examines what these behavioural shifts mean for marketers and why showing up in moments of intent matters more than ever.

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ServiceNow is a business pushing the boundaries of what’s possible in B2B marketing.  

In this episode of The Marketing Week Podcast, the brand's CMO Colin Fleming joins host Russell Parsons, editor-in-chief of Marketing Week, to explore how his unconventional career journey – from Red Bull racing driver to C-suite exec – has influenced his approach to marketing and leadership, and how to thrive in B2B.  

Before joining the SaaS giant, Fleming spent 13 years at Salesforce, rising to executive vice-president of global marketing. He reflects on some of the challenges it faced, explaining how the business focused “so much on aligning to the sales team, that [it] forgot to be a brand”.  

Fleming also sheds light on how marketers can form strong relationships within their organisations, his approach to long-term brand building, and his advice for marketers on celebrating moments, not just the end result.  

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Most marketers are grappling with emotional exhaustion, feelings of being overwhelmed and crippling levels of imposter syndrome, according to Marketing Week’s 2026 Career & Salary Survey.

To explore the human stories and real life consequences behind the data, deputy managing editor and head of insight, Charlotte Rogers, is joined by former Deliveroo marketer and founder of training firm Badass Unicorn, Alice ter Haar, and former Sephora CMO Richard Clark, founder of content agency Boodsta.

From working long hours covering gaps in the team, to remits expanding to cover two roles in one, marketing’s messy ‘more with less’ culture is leaving marketers exhausted and without a support system.

Layer on company culture without any psychological safety and the constant pressure to justify your worth, and some marketers are questioning if they need to leave the industry to protect their mental health.

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When Ellie Norman joined Formula E as chief marketing officer in October 2024, the 11-year-old electric motorsport was in “plucky startup” mode with its eyes set on growth. Her brief was to turn it into a “global brand”.

By the end of its recent 2024/25 season, Formula E had grown its TV audience by 14% to 561 million and its fanbase was up 13% compared to the previous year, reaching 442 million people. All signs that suggest the plan Norman set in place is working.

In this episode of The Marketing Week Podcast, recorded live at Festival of Marketing with podcast agency 18Sixty, Norman shares her approach to partnerships, how she navigates team building and the importance of “building a culture where everyone can do their best work”.

She also shares how she approaches her first few months in a new role, with previous jobs including chief communications officer at Manchester United and global director of marketing and communications at Formula 1.

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It took 18 months for Ash Schofield to decide it was time to leave Giffgaff. The CMO turned CEO explains that while his team had “positively” disrupted the mobile and broadband market, one thing he hadn’t disrupted enough of late was himself.

In this episode of The Marketing Week Podcast, Schofield retraces his steps back to 2013 when, attracted by the “whiff of revolution in the air”, he took on the top marketing role at Giffgaff just three years post-launch.

In conversation with deputy managing editor and head of insight Charlotte Rogers, Schofield explains how he made the transition from punchy marketing director and “self-appointed champion of culture” to a CEO focused on co-creating a strong, ethical business with real longevity.

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Mark Given, Sainsbury's chief technology, data and marketing officer, and Marketing Week's 2025 Marketer of the Year, has steered the retailer through a period of strong growth by putting customers at the heart of everything it does.

He joined Sainsbury's in 2013 and was promoted to chief marketing and sustainability officer six years later. The promotion saw him join the business's board and, as he details in this interview with Marketing Week's editor-in-chief Russell Parsons, allowed him to focus "relentlessly" on making it a brand that listens to its customers.

In the latest episode of The Marketing Week Podcast, marking Given's first podcast appearance, he shares the secrets to Sainsbury's success in recent years. He also reflects on a varied and accomplished career in marketing and shares career advice for any marketer at the start of their own journey.

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Spearheading a brand turnaround means committing for the long haul, embracing transparency and prioritising patience, according to Burger King.

In this latest episode, Charlotte Rogers, deputy managing editor and head of insight, chats to Burger King UK CMO Katie Evans and BBH London deputy chief strategy officer, Saskia Jones, about their journey from a decade of “Whopper silence” to winning the coveted Grand Prix and Long-Term Brand Building prizes at the 2025 Marketing Week Awards.

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Hosts Charlotte Rogers, deputy managing editor and head of insight, managing editor Lucy Tesseras and senior reporter Molly Innes are joined by the wider editorial team to find out what trends, developments and decisions are shaping the year ahead.  

The episode spans everything from what levers marketers could pull to help gain investment and influence, to the shifting media and marcomms landscape, social media's growing share of brands’ budgets and the impact of AI on martech.  

We also look at how marketing recruitment is changing, what B2B marketers should be paying attention to and offer a sneak peak of our upcoming 2026 Career & Salary Survey results.

00:00 Intro

00:43 Niamh Carroll on growth

06:51 Charlotte Rogers on marketers' progression

11:51 Amrit Virdi on social media and influencers

21:49 Molly Innes on recruitment

27:32 Josh Stephenson on technology

33:10 Grace Gollasch on media and marcomms

38:30 Emily Manock on B2B

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