The Whole Marketer podcast

Episode #44. Series 2 finale – Marketing Leadership and the skills & traits of great marketing leaders are the focus of this episode. Joining Abby is Sophie Devonshire, CEO of The Marketing Society. As a marketer, entrepreneur, best-selling author of Superfast – Lead at Speed, award-winning consultant and now leader of the world-renowned marketing network and community, Sophie has valuable insight on skills and mindset of successful marketing leaders.

In this episode, Sophie discusses the role of marketing leaders as connectors and change makers, why the best leaders invest time to understand themselves, leading with velocity and the power of being in a marketing community.

Series 3 will be back later in the year, in the meantime please visit www.thewholemarketer.com for free resources, training programmes, coaching, mentoring and the Whole Marketer community.

Plus, The Whole Marketer book is now available in all good online and in-store book retailers.

Episode #43. Challenger brands is the topic in this episode: exploring differences in marketers' technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer.

Abby's guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Club marketing community - supporting over 3000 (and growing) marketers who are under pressure delivering entrepreneurial marketing in fast-growing challengers and start-ups.

In this episode Lottie shares the difference between a challenger and entrepreneurial brand, the mindset and skills to lead a challenger brand, career high and lows and why challenger and entrepreneurial marketers can benefit from marketing communities.

Episode #42. This episode discusses the skills marketers need for today and tomorrow and the value of being in a marketing community for support.

Joining Abby is Joe Glover, Founder of the Marketing Meetup – a welcoming community of over 20,000 'positively lovely' marketers coming together to listen, learn, meet, and share knowledge.

In this episode Joe shares his views on the role of marketing, and skills & mindset for today's marketers. Plus how the Marketing Meetup was formed, how it's changed his life and his career highs and lows.

Episode #41. The technical skill in this episode is Digital Transformation. For Marketers, this includes the adoption of technology across all areas of the business which can improve and enhance the products, services and experience to meet the needs of the consumer.

Today's guest expert is Paul Frampton, leading digital and media marketer, President of Control V Exposed and ex Group CEO Havas Media. Talking to Abby, Paul shares leadership advice on navigating change, trends, focussed curiosity and advice from his career highs and lows. Plus why leaders shouldn't outsource all your understanding of technology to agencies.

Episode #40. Empowerment is the personal understanding topic in this episode and an underlining principle of the Whole Marketer approach - to support and empower the marketers behind the brand or business.

Abby's guest is Mark Evans, exec level marketer at Direct Line as well as several non-exec roles and passionate about giving back to the marketing community.

In this episode, Mark shares his career journey from student to C-suite and how 'forced pivots' through redundancy allowed him time to reflect and build his personal understanding. As a marketing leader, Mark gives advice on empowering others to be the best version of themselves and why marketers should user their curiosity of consumers to apply to their own journey of empowerment.

Episode #39. Innovation is the technical skill featured in this episode. Innovation for marketers is the development of new or changed products or services that delivers solutions to consumers' pain and gain points and efficiencies based on insight. Abby is joined by Kevin Verbruggen an experienced marketer, previously head of innovation at Weetabix plus Kellogg's, Cadbury and California Prunes. In this episode, he provides lots of practical advice on the skills needed throughout the innovation process, true innovation vs renovation, the importance of an innovation strategy, why innovation doesn't stop at the launch and more...

Episode #38. This episode covers a personal development topic for marketers – Imposter Syndrome. Although it has become somewhat of a buzzword, imposter syndrome was identified by psychologists as when an individual doubts their skills, talents and accomplishments with constant fears of not being good enough and being 'found out'. Joining Abby in this episode are the founders and hosts of the Imposters Club podcast - Sinéad Kennedy Krebs and Melissa Murdock. They share why feeling imposter syndrome is not your fault, the 5 types of imposter syndrome and that it could actually be your superpower if you recognise how it manifests and how to stop it holding you back.

Episode #37. Experiential marketing is the technical discipline in today's episode. Here to explain why experiential is more than sampling or a bolt-on to a brand campaign is Lucy Gillions and Jo Curtis, founders of Jackanory agency. They share with Abby their passion for experiential to tell brand stories in an immersive, sensory experience and advancements in measurement techniques to demonstrate effectiveness and ROI. Plus, the impact of the pandemic (personally and for their industry) and the future of hybrid experiential with real life and digital audiences... even after Covid restrictions.

Episode #36. Planning is the technical marketing skill explored in this episode. As the pandemic has provided significant challenges for businesses, many brands and agencies turn to their agency planners for guidance; but how are planners responding to predicting the unpredictable? Abby is joined by Callum Saunders, head of planning at Zeal Creative, overseeing all insight and planning & strategy work for brands including Nestle, Pringles, Kellogg's and Arla. In this episode, Callum shares the role of agency planners (internally and externally), how the role of agency planning has changed and trends to be aware of now writing your long-term strategy.

Episode #35. The technical skill in this episode is creative brand strategy... the basis and stimulation for great creative output from your agencies. It's a creative solution to a business problem that tells the brand story in a way that's understood both internally and externally. Joining Abby to discuss the role of creative brand strategy for marketers and the skills of a good strategist is Caroline Morell Bøstrup Asmussen. Caroline is an award-winning independent strategic consultant working with some of the biggest global network agencies as well as directly with brands client-side, particularly in fashion. In this episode Caroline shares the personal skills she believes make a great strategist, her approach to translating the commercial objective into a creative brief and why being humble and a great listener really is a strategist's superpower.