The Whole Marketer podcast

Episode #93. This episode discusses a technical skill and an area of latest thinking – neuromarketing.

Neuromarketing is the scientific study of the brain and nervous system (neuroscience) applied to all aspects of marketing in order to better understand human behaviour e.g. buying habits, motivations, emotions, purchasing decisions, product innovation etc.

Abby's guest expert is Katie Hart who has studied psychology for over 30 years and recently completed her Masters in Applied Neuroscience. Katie is passionate about making sure the benefits of neuromarketing are accessible to all, working with entrepreneurs, SMEs and charities, as well as leading corporations such as Lloyds and Unilever.

In this episode Katie shares the latest approaches within neuromarketing and their pros and cons, as well as practical advice on how to get started bringing neuromarketing into your organisation.

Plus Katie's career highs and lows.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Katie Hart MSc | LinkedIn

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 #92. The holistic topic discussed in this episode is finding balance in work and life aka 'Slow the Fu%k down'.

This episode is a reminder that whilst marketing is a fast-paced, challenging yet change-making and rewarding profession, it is only one part of our lives as a whole and we need to be able to recognise signs of burn out and re-evaluate priorities if the overwhelm from our marketing role is becoming too much.

Abby's guest sharing her story is Emma Harris, founder and chief of brand consultancy agency Glow London. Emma previously spent 10 years leading growth at Eurostar and is a trustee for Marketing Academy Foundation as well as passionate about mentoring.

A health crisis in 2022 led Emma to spread the message to those in our profession to slow down and make choices to look after yourself.

Emma shares her terrifying health scare plus her view on our industry's risk of burnout, managing thoughts from reality and the power of manifesting.

Plus her advice for marketers and career highs and lows.

Please note this episode contains explicit language.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Emma Harris | LinkedIn

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 #91. The personal understanding topic in this episode is career choices and finding fulfilment in your role.

Part of the Whole Marketer philosophy is developing your personal understanding – your values, your why, strengths, self-awareness, overcoming limiting beliefs – so that you can create a marketing career and life as a whole that is personal and fulfilling to you.

By gaining clarity on these areas, you can make purposeful and intentional choices on the projects you do, the role you're in and the organisations that you work for, so that your career is happening for you, not to you.

Joining Abby is award-winning board-level leader, Annabel Venner, consultant and Non-Exec Director who shares her experience and career choices working for brands such as Coca-Cola and Hiscox. Plus her advice for marketers and career highs and lows.

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

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Annabel Venner | LinkedIn

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 #90. 'No Bullsh*t Leadership' is topic of this episode, based on the #1 book by Abby's guest, Chris Hirst. Winner of Business Book of the Year Award 2020 and Financial Times Business Book of the Month, Chris' approach is based on over a decade of experience as former CEO of agencies Havas Creative and Grey London.

Chris has written this book to de-mystify leadership so that it is not just for the chosen C-suite elite… He believes anyone can - and should - learn leadership skills, whether they lead 4 people or 40,000.

In this episode, Chris shares how he defines leadership, the power of culture and the impact of the leader in individual teams. Plus career highs and lows.

Please note this episode contains explicit language.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Chris Hirst | LinkedIn

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

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

Episode #89. Entrepreneurial leadership is the topic explored in this episode – how leaders in medium-sized or corporate businesses can harness the mindset, agility and skills of an entrepreneur, in order to scale growth.

Joining Abby to discuss the qualities of an entrepreneurial leader is Claire Koryczan, Founder of Imagine Beyond, which supports leaders to strengthen their entrepreneurial leadership and personal understanding.

In this episode, Claire shares her 12 qualities of an entrepreneurial leader, the power of curiosity and how you can use an entrepreneurial leadership style to energise and empower the development of your people.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Claire Koryczan | LinkedIn

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

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

Episode #88. Series 5! We're kicking off this new season with a technical skill – brand transformation - but when approached with a Whole Marketer mindset, a true brand transformation requires holistic skills, as we know creating a plan on paper is one thing and successfully leading and delivering it is quite another.

Brand transformation is when a brand goes through significant change in order to regain, strengthen or accelerate its growth. It requires vision, bravery, conviction and buy-in from across the whole organisation - from strategy to operations, culture and tactics.

Abby is joined by guest expert Andrew Geoghegan who is 1 year into his position as Chief Marketing Transformation Officer at PZ Cussons. Previously Andrew was Global Consumer Planning Director at Diageo and has been recognised as one of Marketing Week's leading FMCG marketers in their annual Top100 list.

Andrew shares his journey so far to turnaround the brands in his guardianship, his approach to transformations and on a personal level what he has learned about himself in this new chapter.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Andrew Geoghegan | LinkedIn

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

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

Episode #87. Menopause is the focus of this episode – it's an area of personal understanding, not just for our own understanding but it's also important to gain greater understanding and empathy for our colleagues and those in our care.

Menopause is a natural part of a women's life when she stops having her period, commonly from the ages of 45 although it can be earlier. Perimenopause is the stage prior to the menopause and both phases can impact a woman emotionally, psychologically and her physical health as her body adjusts to the changes in hormones and functions.

Joining Abby is leading retail marketer Claire Farrant, Marketing Director at Lidl GB. Together with her team, Claire has helped to grow Lidl's UK share by 3 points in her time at the retailer; she has been selected numerous times within Campaign's Power 100 and loves to support, mentor and inspire others in the industry.

In this episode, Claire openly and bravely shares her personal history of menopause from her mother and her own experience. She discusses the importance of supporting women's mental health as well physical health, managing and taking control of symptoms in the workplace and being transparent with your team.

Plus career highs and lows and advice for marketers. Disclaimer: The host and guest featured in this episode are not medical professionals and it is not a substitute for professional medical advice from qualified healthcare practitioners.

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

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Claire Farrant | LinkedIn

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 #86. This episode discusses the impact of ageism in marketing - both externally for our customers and consumers, but also internally in the workplace.

Ageism is categorising or stereotyping people based on their age that has a negative outcome – either misrepresentation or not being represented at all. In a study*, 88% of over-55s said they feel unhappy about the way advertising treats them – not only is this a missed commercial opportunity but we have a responsibility to shift perceptions for a more respectful and inclusive society as a whole.

Abby's guest is Nicky Bullard, Group Chief Creative Officer for MullenLowe Group UK and a creative powerhouse for the advertising industry. Nicky was named as one of Ad Age's Leading Women of Europe, had featured in the Financial Times HERoes List 3 times, was recently featured in Campaign's Top 20 Creatives and was just named Campaign's Agency Leader of The Year for Customer Engagement.

In this episode, Nicky shares why she is so passionate about challenging the representation of over 50s, missed commercial opportunities and the impact of stock imagery and casting for stereotypes. Plus Nicky's career highs and lows.

*The Invisible Powerhouse report mentioned in this episode can be download here: https://www.mullenlowegroupuk.com/report/the-invisible-powerhouse-report

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Nicky Bullard | LinkedIn

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 #85. Workstyle is the topic in this episode – the revolution of flexible working and the freedom to choose when and where you work. Not only for yourself but how to empower those in your care to be autonomous and work to their full potential.

To discuss this topic, Abby's guests are recent Sunday Times Bestsellers Alex Hirst and Lizzie Penny. As well as co-authoring 'Workstyle: A revolution for wellbeing, productivity and society' they have put their principles into practice with their agency Hoxby – a purpose-led marketing organisation that attracts global talent and diverse thinking through their flexible workstyle approach.

In this episode, Alex and Lizzie share their philosophy behind workstyle, the benefits to society and organisations, trust-based culture and how to get started on your workstyle.

Plus advice for marketers of tomorrow.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guests: The Workstyle Revolution: Overview | LinkedIn

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

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

Episode #84. This topic is Inclusive Marketing and the impact that marketing to a diverse audience can have for your organisation and society as a whole.

As marketers, we have the power to be change-makers; influencing what society thinks, feels and does, but we also have the responsibility that comes with it. Inclusive Marketing means developing empathy and being open to continuous learning and listening in order to build deep-rooted connections with all our consumers.

Abby's guest expert on this topic is Jerry Daykin, Head of Global Media at Beam Suntory. An experienced marketing leader for brands such as GSK, Diageo and Cadbury, Jerry is passionate about diversity and inclusivity and has published a new book Inclusive Marketing: Why representation matters to your customer and your brand.

In this episode, Jerry shares why he believes inclusive marketing and diversity in your team is important, how more progressive advertising representing gender, race, LGBT and class can drive better performance, and his 4 phase framework featured in his book. Plus career highs and lows, and advice for marketers of tomorrow.

Host: Abigail Dixon Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Jerry Daykin Jerry Daykin | LinkedIn

Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand: Amazon.co.uk: Daykin, Jerry: 9781398607316: Books

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

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