“The frequency of shop has increased, but basket spend has decreased. So how do we make our brands stand out more?”

It’s a conundrum being faced by just about every FMCG brand and finding the right solution is top of many marketers’ minds.

In this episode of The Persuasion Game podcast, we’re turning to Sarah Dossett, European Portfolio Director at Mars, to see if we can find some answers.

Sarah has years of experience working with brands such as Mars, Danone and Britvic, alongside retailers to win over shoppers.

We discuss the impact of a changing shopper landscape, how the brand-retailer relationship is evolving, and why it’s increasingly crucial to build authentic emotional engagement with your brand.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(04:22) Challenges and Strategies in Shopper Marketing

(11:36) The Importance of Emotional Engagement

(14:58) Category Management and Seasonal Strategies

(22:02) Brand Experiences and Personalisation

AI is changing the world of insights, but just how much change are we likely to see, and what will the insights teams of tomorrow look like?

In this episode of The Persuasion Game podcast, two AI marketing experts join us to offer their views on what is an ever-evolving landscape.

What will AI mean for how insights are gathered and interpreted? What will it mean for where resources are directed? And, crucially, where do humans fit into all of this.

As Nick puts it: ‘The whole industry is at a crossroads.’

The question is - where will it end up?

 Jonathan Williams is Founder of One Strategy Studio and Nick Graham, formerly of Mondelez and PepsiCo, is Founder of Vertemis.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:43) The Shift from Data to Decision Making

(05:37) AI's Transformative Potential

(07:42) Challenges and Opportunities with AI

(14:01) Adopting AI: Strategies and Pitfalls

(22:50) Skills for the Future

“AI is fantastic, but we also really need to think about how we, as humans, thrive in a world that is AI-powered.”

Anneke Quinn-de Jong is the perfect guest for this episode of The Persuasion Game podcast, where we take a human-centric look at the world of Artificial Intelligence.

It’s easy to be blown away by the technological advances that have been made, but where do people fit into the conversation? 

Anneke believes the way we work, live and learn is fundamentally changing, the question is: are we ready for the scale of change that’s seemingly heading our way?

The conversation covers the impact AI is having on insights teams, how to get the most out of the technology, and what needs to be done to make sure the next generation of workers is ready for an AI-powered world.

Anneke was  the former head of Brand and CX Insight at Philips, and has since set up her own consultancy, AI & U, which helps companies and businesses adapt and thrive alongside AI.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(01:51) Understanding AI and Generative AI

(04:26) The Human Element in AI

(09:32) AI as a Sparring Partner

(14:34) Preparing Tomorrow’s Workforce for AI

(18:32) Human-AI Collaboration Success Stories

Most of us have experience of some form of negotiation, but how do you go about persuading the other party round to your position?

In this episode of The Persuasion Game podcast, we meet Dan Hughes, founder of the negotiation training consultancy Bridge Ability, to explore the art of negotiation. 

Dan has more than 20 years of experience training negotiators across industries - from Premier League football clubs to major corporations.

We cover the common misconceptions that derail negotiations, why focusing on the other party's perspective is more powerful than any argument, and the art of preconditioning - setting the stage for success before the real negotiation begins. 

Dan also shares practical techniques for course-correcting when conversations go wrong and explains why listening beats talking every time.

​​Learn more about Bridge Ability at bridge-ability.com

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction 

(03:19) Power Dynamics in Negotiations

(06:27) Cultural Influences on Negotiation

(11:49) Common Negotiation Traps and Misconceptions

(18:50) The Art of Preconditioning

We live in a world full of volatility and uncertainty, so how do insights teams at the biggest brands go about trying to predict the types of products we might be buying in the future?

It’s no easy task and yet, Fenny Léautier, Global Senior Director of Consumer Insights in the Personal Health division at Philips, believes now is a “golden age” for insights teams.

In this episode of The Persuasion Game podcast, she says it’s no longer about trying to predict the future, but instead it’s about understanding the drivers for future opportunities.

Fenny talks about the evolving role of insights teams, the impact of generative AI on the work they do, and why the human-factor still has a major role to play.

Further Reading: Shaping the future: seven questions to help make your next trends strategy project a success

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(03:44) Shifting Dynamics in Health and Wellbeing

(08:13) Exploring Emerging Needs and Future Opportunities

(09:53) Mapping the Future with Generative AI

(14:52) The Human Connection in Insights

(16:43) Cross-Functional Collaboration and Leadership Commitment

(19:28) Embracing Generative AI for Strategic Growth

More of us are living longer and what it means to be an ageing consumer is changing. So how will brands market themselves to tomorrow’s older population?

This is a generation that is used to shopping online, holds authenticity in high regard, and has issues like sustainability top of mind.

The old advertising tropes of an elderly couple walking on a beach probably won’t cut through, so how will brands talk to these consumers in a relevant and engaging way?

It is a huge opportunity. As Jen Whyte, Front End Innovation Insights Director at Haleon, puts it: “Where does the money lie? The money lies with this older cohort."

In this episode of The Persuasion Game podcast, she shares her views on the way brands market themselves to older people now, and how to persuade younger consumers to think about their own futures today.

We also hear from Anniki Sommerville, an author, journalist, and influencer — who’s built a reputation for her sharp and insightful takes on modern life.

They offer different perspectives on how to speak to and connect with older consumers.

Follow Anniki on Instagram

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(03:33) Global ageing trends and healthcare

(05:50) Preventative health and supplements

(11:03) Marketing to older consumers

(20:58) Authenticity in branding

Operating in a declining category can often feel difficult - where’s the opportunity? What’s the point of investing in a market that’s declining?

But for Grant McKenzie, former-CMO of Asahi, it’s exactly because a category is declining, that brands should be excited.

His view: “It might be easier to make money in a declining market than it is in a growing one.”

Grant has a huge amount of experience working in declining categories, most notably beer, turning brands from regular players to category leaders - and making big profits along the way.

In this episode of The Persuasion Game podcast, he shares his experiences  about the different levers marketers can pull to grow in a category that’s in decline.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:51) Strategies for growth in declining categories

(04:08) How Grant tripled beer sales

(05:54) Look for the people who’ve given up

(19:52) Innovation and Long-Term Strategies

(22:05) Private labels

This episode of The Persuasion Game podcast is  about the three things you have to do as a brand to get your portfolio strategy right.

Our guest this week is Steven Melford, who co-founded The Forge 12 years ago.

Steven, Adam and Laura discuss the art and science of great portfolio management, why all branding decisions need to be anchored in value, and the importance of having an eye on the future.

We also reflect on the importance of sometimes saying no to a new opportunity, and why more brands need to focus on consumer needs, rather than internal capabilities.

This episode is the last in our portfolio strategy series and pulls together some key takeaways from leading figures at major brands.

Links:

Steven’s article: Why your portfolio could be getting in the way of your growth ambitions

CREDITS:

The secret to a winning portfolio with Sally Smallman, Diageo

Julian Gomez Part 2: Unlocking brand portfolio growth

Breaking through in innovation with Jane Buck, Cadbury

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(02:29) Understanding Portfolio Strategy

(05:04) Distinctiveness in Portfolio Strategy

(10:33) Challenges and Opportunities in Portfolio Strategy

(16:18) Consumer-Centric Approach

(21:28) Future Value and Market Trends

“The core is the heartbeat of your business. If the core is 85% of your business and it declines by 1%, you need your innovation to grow by an incremental 10-to-15% to make up for that.”

The core is the backbone of any brand’s success, but too often it is forgotten about in favour of new innovations or the latest trends. 

In this episode of the Persuasion Game podcast, Adam and Simon discuss the importance of the core and how innovation can actually support it, with Amit Singh, former Marketing Director at McCormick and Company.

Amit has been working in this space for years, having previously been at Mondelez, PepsiCo and Costa.

He talks about how to protect the core while exploring the edges, understanding that the core is not static, and how reframing your core can unlock new growth opportunities.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

(02:04) Defining and Evolving the Core

(06:17) The Importance of Consumer Insight

(13:08) Reframing the Core for Growth

(23:10) Innovation and Core Synergy

(26:29) Concluding Thoughts and Reflections

In this episode of the Persuasion Game podcast, Adam and Laura sit down with  Dan Quinn from The Forge to discuss the strategies and mindsets that underpin successful innovation.

Dan is The Forge’s Head of Innovation, and throughout his career has worked with some of the world’s biggest consumer brands.

This episode pulls together some key takeaways from leading figures at major FMCG brands, focussing on some of the biggest innovation themes, including (re)framing the opportunity, understanding consumer needs, the different challenges faced by challenger and established brands, and the universal need for authentic communication.

Episodes are released bi-weekly. Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here: thisistheforge.com

This is an 18Sixty production for The Forge.

CREDITS:

Crafting unique non-alcoholic experiences with Imme Ermgassen, Botivo

https://open.spotify.com/episode/0cnDo3lI1wTkdZoKH8TPsg

Playing the innovation long game at Asahi with Grant Mckenzie

https://open.spotify.com/episode/3Glm247n4qyMFuJoMY7nZq

Breaking through in innovation with Jane Buck, Cadbury

https://open.spotify.com/episode/2GIFf2Ig2kCLomTNez8rEp