The Whole Marketer podcast

Episode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional connection with our consumers?

Joining Abby to discuss is award-winning advertising researching legend, Orlando Wood - Chief Innovation Officer of System 1 Group, IPA Fellow, speaker and author of Lemon and Look Out.

In this episode, Orlando shares his views on effectiveness in advertising, the change in style, appealing to the left or right hemisphere of the brain and how marketers can get it right.

Episode #63. Today's s episode is focused on Marketing Leadership. Leadership skills include not only the practical side of management (resource, capability frameworks, PDPs etc) but the human side. Today's marketing leader needs to feel authentic to be yourself but also be the type of leader that is needed by your organisation and those in your care.

Abby's guest expert is Ian Hepburn, UK Marketing Director for Evergreen Garden Care, and also has a background in FMCG, including Mars, PepsiCo and Kraft foods. Ian is known for balancing the need for results with forward-thinking and developing, caring and challenging the people in his care.

In this episode, Ian discusses the role of marketing leadership, the importance of integrity, his process for building strong teams and career highs and lows.

Episode #62. Loving your work is the personal understanding topic in this episode. Do you love your role and the organisation you're in? In our challenging yet rewarding industry, where we are increasingly feeling overwhelm, financial accountability and tasked with post-pandemic recovery plan, the answer may not always be 'yes'…

But what if you could learn skills to increase your love of work? What is the mindset, capabilities, tools, and behaviours to love what you do?

To discuss this, Abby welcomes back guest Ben Renshaw (ep 27) to talk about his latest book LoveWork, co-authored with Sophie Devonshire, CEO of The Marketing Society. Ben is a globally sought-after leadership coach, speaker, and author of 4 other acclaimed books.

In this episode, Ben shares why they wrote the book, the changes we're seeing in the world of work and the greater need for humanity in the workplace. Plus, the 7 steps to love work, outlined in their book.

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #61. This episode is one of the most popular topics of personal understanding – limiting beliefs. A limiting belief is a belief that holds us back from achieving our goals; an internal narrative often created from a past experience that can affect your confidence. By acknowledging and reframing our limiting beliefs, we can reach our full potential and work towards a fulfilling career and life as a whole.

Abby's guest in this episode is Cristina Loaiza, Head of Food Marketing at Nandos, and previously senior marketer at Sainsburys and Graze. Cristina is also co-founder of the FUTURES Network, a community group offering connection, support and empowerment to women in business, including the popular career podcast – Pass it On.

Abby and Cristina discuss where limiting beliefs come from, their own limiting beliefs and how to manage them or let them go. Plus Cristina shares her career high and lows and advice to marketers to gain clarity on your values.

Booking now open - The Whole Marketer training course, certified by CIM, is a holistic programme created by Abigail Dixon, that combines the latest technical marketing skills, soft and leaderships skills and the personal understanding to have a successful and fulfilling career in marketing and life as a whole.

For more details and how to book visit CIM here

Episode #60. A holistic view of the skills that marketers need to have today, to grow the brands of tomorrow, is the topic of today's episode – all the technical skills, soft skills, leadership qualities and level of personal understanding you need to grow.

Joining Abby to talk about marketer's development is James Delves, Head of PR & Engagement at Chartered Institute of Marketing (CIM).

In this episode, James shares the results from recent CIM studies - from CMOs, to marketers entering the industry – on how they feel about their roles, skills gaps, future trends and how the pandemic has changed people's opinions of marketing.

An insightful episode on the holistic skills marketers need to enjoy the breadth of role that marketing offers, and how, whatever your level, you can stay on top of evolving trends in our fast-paced industry.

Booking now open - The Whole Marketer training course, certified by CIM, is a holistic programme created by Abigail Dixon, that combines the latest technical marketing skills, soft and leaderships skills and the personal understanding to have a successful and fulfilling career in marketing and life as a whole.

For more details and how to book see https://www.cim.co.uk/training/list-courses/the-whole-marketer/

Resources mentioned in this episode:

• BBC video: https://www.bbc.co.uk/bitesize/articles/zy4fsk7
• Impact of Marketing 3: https://my.cim.co.uk/media/73552/impact-of-marketing-3.pdf
• Digital Skills gap: https://www.cim.co.uk/newsroom/research-digital-skills-in-decline-during-pandemic/
• CMO50 report: https://my-local.cim.co.uk/media/73581/cmo50-report-2022.pdf
• CIM Newsroom (for access to all the latest CIM news and research): https://www.cim.co.uk/newsroom/

Episode #59. This episode is a technical skill on Insight. As marketers you may always be on the lookout for consumer insight, but how do you know you've got it and crucially, do you know what to do with it?

Abby's guest expert is Helen Edwards; columnist at Marketing Week, a marketing academic (PhD in Marketing, MBA London Business School), author, teaching Fellow at London Business School and Director of consultancy Passionbrand, having worked with brands for over 25 years.

In this episode, Helen shares what is and isn't true insight, the 4 characteristics of true insight and how/when you don't always need a new one. Plus her career highs and lows and advice for marketers.

Episode #58. Work/life balance is the personal understanding topic in this episode. As marketers, we can often feel overwhelmed with the growing breadth of our role to be the voice of our consumer and lead the commercial agenda. But making time for what brings you joy outside of work that plays to your values, is so important to fuel the energy and stimulation you need in your role - and creates harmony for a fulfilling life as a whole.

Abby's guest expert is Nina Holdaway, ex-client-side for brands such as Unilever and Heinz before growing consultancy Brand Learning, now part of Accenture; where Nina leads her team of experts in building the capabilities of people and organisations to deliver customer-centred growth.

In this episode, Nina shares her definition and tips for work/life balance. Plus her passion for mentoring and career highs and lows.

#Ep57. Culture and hybrid ways of working is the soft skills topic for marketers in this episode.

As a result of the pandemic many of us have continued the trend to work flexibly either with hybrid models or working from home – but how can we keep our teams connected and the culture alive when not together?

To discuss this with Abby is Tamara Littleton, CEO of agency The Social Element. Founded 19 years ago, the agency has always had roots in remote working to attract great talent and grow quickly.

In this episode, Tamara shares her tips on maintaining organisational culture, pros and cons of hybrid working plus her career highs and lows including the insight to create Polpeo – specialists in social media crisis simulations.

Episode #56. Authenticity is the leadership and personal understanding topic in this episode.

Abby is joined by Marketing Week's Marketer of the Year – Keith Moor, to discuss the importance of authenticity and how being your best self at work and leading by example starts by knowing yourself, your personality and clarity on your values.

Keith Moor is Chief Marketing Officer of Camelot, the operator of the National Lottery. Prior to this role Keith worked at Santander at the time of launching the new brand into the UK.

In this episode, Keith shares his journey to greater personal understanding and what his purpose is. Plus, his career highs and lows – a must listen from such an inspirational marketer.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Episode #55. This episode's topic is Long-term strategy, a key technical skill for marketers. Long-term strategy has never been more important, as we emerge from 18months of pandemic to regroup and look forward to where we are going to take our brand's business but also to play our part in important issues such as climate change, global trust and the inequality crisis.

To discuss long-term strategy in a post-covid world, Abby is joined by Eleanor Winton, founder of Foresightfully consulting and author of The Disruption Game Plan.

Eleanor addresses the marketer's role in planning for innovation vs risk, the behaviours, mindset and energy levels marketers need when developing strategy, plus an exercise for you to try to identify uncertainty for your long-term scenario planning.