"Most organisations don't need more data. What they need is a wider, more dynamic view of where demand is forming. And they need to be looking in the right places to find it."

In this episode of The Persuasion Game podcast, we're joined by Karl Miley, co-founder of Forge and leader of its Dynamic Demand practice. 

Karl has spent years helping some of the world's biggest brands understand where consumer demand is heading, and why so many of them are looking in the wrong direction.

This episode is about why brand confidence in decision-making has never felt lower, how static demand frameworks are partly to blame, and why a new approach is needed.

Karl takes us through four forces reshaping demand: cultural and behavioural shifts, the arrival of new entrants, technology-driven changes in discovery and behaviour, and macro shocks that rewrite consumer priorities overnight.

If you work in identifying demand spaces, this episode isn’t to be missed.

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Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here

This is an 18Sixty production for Forge.

CHAPTERS:

(00:00) Introduction

(03:41) Signals Beyond Trackers

(10:06) Stanley And Diet Coke

(17:08) Spotting Early Signals

(25:53) Olipop

(39:50) Best Practice Dynamic System

“Transparency builds credibility. Hyper-transparency builds trust.”

As Gen Z continue their inevitable march towards being the dominant economic power, the way brands market themselves is going to have to shift dramatically.

As David Cousino puts it, for them “ transparency directly influences where they're going to spend. If companies don't get their head around this cohort, they're going to be in for a really rough couple of decades.”

In this episode, David explains what is meant by hyper-transparency, why honesty increasingly beats perfection, and the crucial role insights teams have to play as we move into this new era.

David is Global Head of Business Intelligence and Insight at James Hardie, and has previously held senior roles at AB InBev and Unilever.

This topic isn’t one that can be kicked into the long grass any longer, it’s forecast Gen Z will surpass millennials in terms of spending power in less than a decade.

Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

Want to know more about us? Visit our website here

This is an 18Sixty production for The Forge.

CHAPTERS:

(00:00) Introduction

(03:23) Tech and Gen Z Shift

(06:37) New Front Lines of Trust

(13:38) Crisis Transparency Playbook

(20:26) Insights Teams as Radar

“Relevance builds brands. Control just increases the risk of irrelevance.”

In this episode of The Persuasion Game, we’re joined by Nathalia Amadeu, Global Brand Director at Vaseline, to explore how the 150-year-old brand is reinventing itself in the social-first era.

It centres on the hugely successful Vaseline Verified campaign (winner of nine awards at the Cannes International Festival of Creativity, including a Titanium Lion). A campaign which, as Nathalia puts it - “challenged decades of brand control thinking.”

With millions of people already sharing their own ways of using the product, instead of leading the conversation, Vaseline chose to listen. 

The result is a new model of brand building - one that validates, amplifies and co-creates with its community.

That shift in approach is not just a campaign idea, it is also reshaping innovation, with new products, co-built with creators, in production. 

This is an inspiring, must-listen for anyone looking to grow a brand in a completely new way. 

Follow us on LinkedIn for updates.

Subscribe to The Persuasion Game Newsletter on LinkedIn.

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

This is an 18Sixty production for Forge.

CHAPTERS:

(00:00) Introduction

(04:46) Stewardship Over Ownership

(08:12) From Campaign To Products

(20:19) Faster Feedback Loops

(26:27) Eyebrow Hack Becomes Product

(37:21) Principles For Participation

“The biggest thing that children show me is that there are no limits to what we can do.”

In this episode of The Persuasion Game podcast, we’re taking inspiration from the creativity of children.

Our guest is Sarah Horowitz, Marketing Director for the UK and Northern Europe at Crayola.

Crayola is an incredibly well-established brand, and has been relevant in homes and schools for more than a century.

We discuss how it’s maintaining and growing that position in a fast-changing world, how it puts creativity at the centre of everything it does, and the lessons all marketers can learn from the way children use its products.

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: https://forgemsq.com

This is an 18Sixty production for Forge and MSQ.

CHAPTERS:

(00:00) Introduction

(03:21) The Role of Adults in Children's Creativity

(10:42) Understanding Gen Z and Gen Alpha

(16:51) Creativity Across All Ages

(26:23) Embracing a Child's Perspective

“You need an insights function that is really focused on being a catalyst for growth in an end-to-end way.”

For many years, the insights industry has desired a ‘seat at the top table’, influencing decisions at the most senior levels of their organisations.

There are few insights professionals as senior and influential to their businesses as our guest on this episode, Stephan Gans, Senior Vice President of Insights and Analytics at PepsiCo.

Stephan shares the steps PepsiCo’s insights team has taken to move from order-taking to being a true catalyst for business growth, why our thirst for insights has never been greater, and the three critical roles he says insights teams must play in any future business. 

We also talk about the skills that will be most valuable in the future as we enable our insights functions with AI.

This is a must-listen for anyone working in insights.

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

(04:13) A Unified Approach

(07:55) Balancing Short-term and Long-term Goals

(14:12) The Role of AI in Insights

(19:42) Future Skills for Insights Professionals

The tables have been turned in this episode of The Persuasion Game podcast, as Adam and Laura get a taste of their own medicine in the hot seat.

Izzie Macdonald, Global Cultural Insights Capability Lead at PepsiCo, takes on the role of host.

Izzie has years of research and insights experience at Touchstone Partners and with almost a decade under her belt at Pepsi.

Adam and Laura give their views on where marketing, strategy and insights might be heading in 2026, and the adaptations that will be needed to get us there.

They also reveal their New Year resolutions, both professional and personal, for the year ahead.

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

(02:08) Career Journeys in Marketing and Strategy

(09:27) The Future of Agency Models

(15:48) The Role of AI in Innovation

(23:26) Importance of Context in Client Partnerships

Ambition is the watchword for The Marketing Society in 2026: “Ambition for our businesses, our careers and our country.”

In this episode of The Persuasion Game podcast, we welcome Sophie Devonshire, CEO of The Marketing Society, for a conversation not to be missed by anyone working in marketing who has ambitions for a great year in 2026.

We discuss the growing role of CMOs, why leading marketing teams is more like rugby than football, and why we all need to make more time for learning.

Sophie also shares her views on why personal ambition isn’t about “killing yourself at work”, but should focus on how it fits in with the rest of your life goals.

Sophie spent years working in marketing roles at Procter & Gamble, Coca Cola and agency side, before becoming a CEO and published author.

Reading list:

“Superfast, Lead at Speed” by Sophie Devonshire https://www.amazon.co.uk/Superfast-Lead-speed-Sophie-Devonshire/dp/1473661862

“Drive” by Dan Pink https://www.amazon.co.uk/Drive-Daniel-H-Pink/dp/184767769X

“It's Not How Good You Are, It's How Good You Want to Be” by Paul Arden https://www.amazon.co.uk/Its-Not-How-Good-Want/dp/0714843377

"The Whole Marketer" by Abby Dixon https://www.amazon.co.uk/Whole-Marketer-successful-fulfilled-marketer/dp/1911671057

CHAPTERS:

(00:00) Introduction

“It might not necessarily be the most emotional response ad, but I think it will be one of the most effective.”

In this festive episode of The Persuasion Game, Media Effectiveness Expert, Matt Stockbridge helps us unpick the effectiveness of the Christmas adverts in 2025.

From John Lewis telling the story of a teenage son connecting with his father, to JD Sports’ user-generated clip sequences, major brands have taken different approaches in 2025.

The question is: which will be most effective when it comes to sales?

Matt is perfectly placed to help us answer that question, having previously worked on brands including Danone, Cadbury and Innocent.

He talks about the need to grab people’s attention, the art of product placement and the power of generating an emotional response.

From everyone at The Forge, Merry Christmas and see you in the New Year!

CHAPTERS:

(00:00) Introduction

(05:45) Sainsbury’s: https://youtu.be/QaF1my5h-Os?si=vb5FgcseZ56KCtWU

(10:15) John Lewis: https://youtu.be/dc5S4IV_NeA?si=1MIyrA2xCBRvQnYl

(18:49) Marks and Spencer: https://youtu.be/EWGYQL0KMoI?si=pCGDrAY8v4pDChZ4

(22:43) Waitrose: https://youtu.be/wWeYKBXmCRs?si=UZHjSlbrsMn4JVfv

(24:09) JD Sports: https://youtu.be/aCsvYgOcXz4?si=vpGgsDLHkzWEtGGU

“Behavioural science is the most relevant field out there for a marketer. If you are in marketing, you are in the business of behaviour change.”

Our guest on this episode of The Persuasion Game podcast is Richard Shotton, a behavioural science expert and author of The Choice Factory and Hacking the Human Mind.

Richard shares some of the principles of behavioural science and how they can be used marketing teams to grow their brands.

He has an incredible wealth of knowledge and enough real-world examples to fill a book (or three).

Among them, how Monzo and Aperol use ‘social proof’, how Kraft understood the say-do gap and how ‘making it easy’ can transform a brand’s fortunes.

Hacking the Human Mind:

https://www.waterstones.com/book/hacking-the-human-mind/michaelaaron-flicker/richard-shotton/9781804091326

The Choice Factory & The Illusion of Choice 

https://www.astroten.co.uk/the-choice-factory 

Richard’s newsletter: https://astroten.us19.list-manage.com/subscribe?u=6ad73155a84f0c05285e72212&id=4a2da629fc 

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

(02:03) The Power of Making Things Easy

(07:48) Social Proof and Its Impact

(13:09) The Say-Do Gap

(19:20) AI and Behavioural Science

“It’s about understanding what people actually want to engage with. 99% of people aren't interested in your brand for most of their waking lives.”

Our guest on this episode of The Persuasion Game podcast is Chris Willingham, Chief Marketing Office at Brompton Bicycles.

Chris has had a remarkable career, previously working on accounts including Playstation, Sony Electronics, and Cadbury.

Now at the iconic Brompton, he is leading the company through a brand refresh, aimed at talking to a younger, more diverse, and more global audience.

And it’s doing it by harnessing the love of the brand that exists among its current customer base.

Chris says the ‘Life Unfolded’ campaign marks a shift from talking about the impressive engineering of the bikes and focussing instead on the customer benefits - something that resonates in most markets around the world.

He talks about the power of emotions, being authentic, and his dream of manufacturing the first genuine Back to the Future style hoverboards.

Brompton - Life Unfolded: https://www.youtube.com/watch?v=GqRybgafMBc

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

(04:24) The Brompton Brand: A Global Perspective

(07:54) Engaging the Brompton Community

(12:15) Balancing Functional and Emotional Benefits

(21:58) Urban Mobility and Future Innovations

(23:56) The Power of Purpose