In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss how B2B marketers are winning the battle for hearts and minds. They are joined by vice-president of marketing at B2B fintech brand Tide, George Schmidt, who shares his thoughts on the importance of emotion in business marketing and why the boundaries between B2B and B2C are blurring. Plus, Matt Barker gets the inside story on the launch of M&S’s iconic ‘This is not just food’ campaign from 2006 with former director of marketing communications, Jude Bridge.

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Linda Boff is one of the best known marketers in the world. As GE’s chief marketing and communications officer, she oversees marketing, corporate communications, brand, content, digital, and sponsorships at one of the biggest and best known companies in the world. Following stints in senior positions at Porter Novelli, the American Museum of Natural History, Citigroup and NBC she joined GE in 2004 as leader of employer marketing before taking up her current role in 2015. In this wide-ranging interview she discusses : •How she balances her numerous responsibilities •What B2C marketers can learn from B2B •Why her B2B marketing job is “sexy as hell” •The importance of digital and avoiding “shiny new things”•The importance of curiosity in career decisions

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In this month's edition of the Marketing Week Explores podcast, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and features writer Matt Barker discuss why now is the time to change the conversation around confidence in marketing.They are joined by CEO and founder of online mortgage broker Habito, Daniel Hegarty, and the startup's CMO Abba Newbery. Reflecting on recent research from Deloitte analysing the relationship between CMOs and the rest of the C-suite, Hegarty and Newbery discuss how they do things differently at Habito and why marketers need to kickstart their confidence.

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Aline Santos Farhat is one of the most famous marketers in the world. Spending almost her entire career at Unilever, she has risen through the ranks to become executive vice-president for global marketing, overseeing marketing capability and corporate brand. She is also the company’s chief diversity and inclusion officer, a platform she has used to attempt to rid advertising of gender stereotyping. In this frank interview, she discusses:•What an early entrepreneurial endeavour taught her about work-life balance •How to cope with the increasing demand for specialist knowledge•Why face-to-face contact is key to customer insight •Why diversity is the “mother of creativity”

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In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, Marketing Week editor Russell Parsons and acting features editor Charlotte Rogers reflect on the lack of diversity in marketing exposed by the 2020 Career and Salary Survey and discuss what change is needed to redress the balance.They are joined by global director of corporate reputation and brand governance at Aviva, Raj Kumar, and former Guardian News and Media marketing director, Sonia Sudhakar, who talk openly about inclusion, the responsibility of being a role model and what can be done to welcome more young people from diverse backgrounds into marketing.

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Gareth Helm is one of the UK’s most experienced and respected marketers. After ditching a career as a chemist, he started his marketing journey at Unilever before going on to hold senior positions at some of the UK’s best known brands including Innocent and Moneysupermarket. He now has one of the biggest jobs in UK marketing – CMO of McDonald’s. In this wide-ranging interview Helm discusses: •His passion for marketing, and understanding customers •Why making money from the present and not the future is a road to nowhere•The importance of continuous learning •The virtues of horizontal career moves •Why getting stakeholder engagement is key to influence and impact

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Liv Little is the founder and CEO of galdem a magazine for women and nonbinary people of colour. While at university she found herself isolated as one of the few people of colour and so decided to create a space of her own. Galdem was born in 2015 and has since collaborated with huge brands including The Guardian, Asos and the Victoria and Albert Museum. In this wide-ranging interview, Little discusses:- How she copes with imposter syndrome- The importance of intergenerational friendships- What white people and brands need to do more of, and much more.

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In this edition of Marketing Week Explores, acting features editor Charlotte Rogers, features writer Matt Barker and news editor Sarah Vizard join host Molly Fleming to discuss their favourite campaigns of the year and what made them such a success.Plus, the team take a look at what they will be expecting from 2020 including more grass-roots sport's advertising and how next year will be the year we see real change for social media.Join Sarah, Charlotte, Matt and Molly for this and more on the latest edition of Marketing Week Explores.

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In this edition of Marketing Week Explores, hosted by reporter Molly Fleming, acting features editor Charlotte Rogers and senior reporter Ellen Hammett discuss the reputational damage for Unilever after its brand Dollar Shave Club was found to be advertising on pornography site Pornhub. Admitting the direct-to-consumer brand, which Unilever bought in 2016 for $1bn, had previously enjoyed "operational independence", Unilever has now vowed to stop its brands running adverts on porn sites.Plus, is NPS a true measure of customer sentiment? Charlotte Rogers discusses the pros and cons of using Net Promoter Score as a gauge of customer satisfaction and asks its founder Fred Reichheld why using NPS as a bonus metric is "asking for trouble".

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Sport England's 'This Girl Can' campaign, which celebrated the reality of exercise for most women – all cellulite, sweat and jiggling flesh - was an instant success, both in getting women more active and reducing the fear of judgement that had stopped many exercising.According to the IPA, the estimated return on marketing investment was £35 for every £1 spent, based on incremental sports and health benefits generated.However, its conception and development were challenging, with the objectives of long-term behaviour and attitude change requiring sign-off of a much larger budget for Sport England, at a time when the Government had put the breaks on public marcoms spending.To tell the story, Marketing Week editor Russell Parsons talks to Tanya Joseph, Sport England’s former director of business partnerships and one of the key architects of the campaign.

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