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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In the latest episode of The Marketing Week Podcast, we’re looking back on the stories, moments and quotes that shaped marketing in 2025.  

From it being another 12 months of “more with less” for many brands and a summer of women’s sport, to our reporting on the reality of a career in marketing for working parents and the industry’s burnout crisis, it’s been a busy year.  

Host Charlotte Rogers, deputy managing editor and head of insight, is joined by managing editor Lucy Tesseras, editor-in-chief Russell Parsons and senior reporter Molly Innes to dig into what 2025 meant for marketers.

We also hear from our columnists Helen Edwards, Jonathan Knowles and Laura Chamberlain, who share their marketing moments of the year.  

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In this episode of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, Sadler shares how the charity pulled off its biggest fundraising year to date and how she's built the team for growth.

The British Heart Foundation's most recent financial results showed the charity generated £108.4m from legacies, while its other fundraising efforts raised £58.2m, a 22% increase on the previous year.

Current president of Women in Advertising Communications Leadership (WACL), Sadler also shares her priorities for the year and how the industry can do better on equality.

Extra reading:

• WACL 50% CEO Playbook
• British Heart Foundation's 2024/25 financial results

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Specsavers scooped the win of Marketing Week’s brand of the year for 2025, pipping Adidas, EE, Monzo, ServiceNow and Warburtons to the prize, off the back of its success in the October 2024 IPA Effectiveness Awards, where it won gold for its for its ‘I don’t go’ campaign. Founded by Doug and Mary Perkins in 1983, Specsavers has seen strengths in the business, as group revenue grew by 7.5% in the 2023/24 financial year to £4.18bn.

In this episode of The Marketing Week Podcast, editor-in-chief Russell Parsons is joined by CMO Peter Wright and global brand director Spencer McHugh to delve into how the brand has evolved and grown into new territories but kept its purpose core to its heart and maintained “enviable awareness consideration and trust” in a competitive category.

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"Great leadership is great leadership. Poor leadership is poor leadership, irrespective of what discipline or function that leadership is in," Becky Moffat, chief customer officer for retail banking and wealth at HSBC UK, tells Marketing Week. 

In this episode of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, she shares her lessons for leaders, and how leadership is "fundamentally" about building trust and joining dots. ‘We’ve put marketing in context’: Inside HSBC’s team evolution 

She also explains how her remit has widened with her promotion from CMO to CCO earlier this year and how HSBC's team structure has evolved as a result. 

Marketing at HSBC sits within the 'customer' function, alongside disciplines including data and analytics, advertising and partnerships. She describes her team as working in "communities of practice" and explains how the business got to this setup and how, at the heart of it, the customer is being put first.

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Adidas has been on a transformation journey in the last few years, following a period of turbulence as it grappled with the discontinuation of its popular Yeezy line, waning investor confidence and an overreliance on performance marketing.  

Today, the sportswear brand is back on track. Earlier this year, CEO Bjørn Gulden told investors the business had succeeded in building back “brand heat” - thanks to an increase in brand marketing and its new brand platform ‘You Got This’, a clearer brand identity and effective partnerships, to name a few.  

In this edition of The Marketing Week Podcast, recorded at Marketing Week’s Festival of Marketing with podcast agency 18Sixty, we get an inside look at Adidas’s brand revival.  

Roy Gardner, vice president of brand activation, shares how reinstating marketing fundamentals and getting to the core of what the brand is – and isn’t - created a full marketing solution, “not a brand comms-led, marcomms-led" answer to turning the business around.  

“It was about coming together and going, what is it that we can do in marketing to essentially reset and regrow this business?” he says.  

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Fresh from the release of new IPA data revealing the ROI of influencer marketing, in this edition of the podcast we’re taking inspiration from our Influencers Explored series to discuss the numbers, ask what the professionalisation of creators means for brands and how businesses can better support influencer wellbeing.

Host Charlotte Rogers, Marketing Week deputy managing editor and head of insight, is joined by reporter Amrit Virdi and Jane Christian, executive vice-president of analytics at WPP Media and author of the IPA research. Our panel is rounded off by Simon Harwood, global effectiveness director at influencer agency Billion Dollar Boy, and Scott Guthrie, director general of the Influencer Marketing Trade Body.

We discuss what it is about influencer content that’s driving ROI, why a strong creator-brand fit is essential and ask whether the IPA research will help marketers secure greater investment.

Our guests also debate what the increasing professionalisation of the influencer economy means for brands and consider the impact on UK creators of the new All-Party Parliamentary Group.

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In the latest episode of The Marketing Week Podcast, Hugo Boss's global marketing lead, James Foster, shares his vision for the fashion brand and the crucial role marketing is playing in its turnaround.

Hugo Boss has been on a journey over the past five years, as the business looks to build relevance and top-line growth. Marketing is playing a critical role in this

transformation, with CEO Daniel Grieder singling it out as a key growth driver as part of his Claim 5 strategy, which launched in 2021 and is concluding this year.

Critical to helping deliver that vision is James Foster, who joined Hugo Boss at the start of the year to head up global marketing and communications.

He joins managing editor Lucy Tesseras to discuss his first eight months in the role, how to strike the right balance when joining a brand midway through a turnaround, and why the 'why' is so important when rallying teams to drive change.

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Whether it’s a time to reset how you work or a moment to look for a new challenge, September can feel like a fresh start for many aspects of marketers’ careers. 

In this episode of The Marketing Week Podcast, Charlotte Rogers, deputy managing editor, is joined by senior reporter Molly Innes and reporter Grace Gollasch to discuss how September and the year’s final quarter can be a period of recalibration. 

They discuss how marketers can access mentorship and the benefits of finding a mentor, as well as career development and why it may be a good time to review CVs and refine LinkedIn profiles.  

Grace also shares how marketers can reassess their agency relationships, unpacking how AI and data are reshaping dynamics, and following new guidance on intermediary fee structures that encourages marketers to ask more questions about the commercial relationships shaping agency selection.   

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