Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

Are you tired of hearing about the obsession with quick, short-term results in marketing? In this episode, Paul sits down with Jasper Martins, CMO of Pension Bee, a company that recently announced its IPO with an estimated valuation of £350m. Jasper brings a refreshing perspective on how to gain buy-in for investing in brand as well as performance marketing and shares some of his secret sauce for success.

Jasper started his career as a digital marketer and now spends 2/3rds of his budget on brand for what is still an early stage company. He shares insights on how he only hires marketers that know HTML and how he applies a performance mindset to all media channels including TV and OOH. He also talks about building brand personality and the value that investing in brand delivers in terms of net new customers and the lifetime value of those customers.

In this episode, you'll gain valuable insights and strategies on how to break free from the short-term obsession and focus on building a strong brand for long-term success!

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In this episode, Paul Frampton sits down with marketing leadership expert, Thomas Barta. With a background as a Marketing Director at Kimberley Clark and global leadership program at McKinsey, Thomas has seen firsthand the lack of leadership focus in the marketing industry and is dedicated to elevating the role of marketing. 

In this candid conversation, Thomas shares his no-nonsense approach to building a successful brand and pricing strategy, and why too many marketers ignore established frameworks. He also shares valuable insights on how to navigate budget cuts as a CMO and how to increase your influence and contribution within your organization. 

Thomas also highlights the importance of working closely with finance to drive growth. This episode is a must-listen for anyone in a marketing role looking to improve their leadership skills and make a greater impact in their organization.

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In this episode, Paul talks with Alison Sagar, a seasoned marketing leader with a wealth of experience at companies such as PayPal, American Express, and Snappy Gifts. Alison shares her expertise on how to build a strong relationship with the C-suite, specifically the CFO, and how transparency, NPS, and smart use of working capital can help gain trust and drive growth. 

She also delves into the challenges that early-stage businesses face in terms of balancing product and marketing priorities, and how embracing data and digital can elevate the role of marketing in the boardroom. As the owner of the value proposition, Alison emphasizes the importance of marketers leading the charge and driving the business forward.

Tune in for actionable insights and valuable strategies to improve your marketing leadership skills.

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In this episode, Paul sits down with Sophie Devonshire, CEO of the Marketing Society. Sophie has a wealth of experience in the marketing industry and shares her insights on the importance of reestablishing marketing as a "noble profession" and how it is critical to business success. 

She delves into the need for marketers to not only focus on "doing well" but also "doing good" by aligning creativity with commerciality and straddling all functions within a business. Paul and Sophie discuss the challenges that marketers face in keeping up with the fast-paced changes in consumer behavior and the importance of upskilling to perfect the art of leadership and orchestration. 

Tune in for a thought-provoking and enlightening conversation on how to build a more sustainable and responsible marketing industry!

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In this episode, Paul sits down with Steph Douglas, the founder of Don't Buy Her Flowers, a thoughtful gifting company that challenges traditional gift-giving norms. Steph shares her journey of starting the company, from being puzzled by the traditional 8 flower bouquet on the birth of her first child to curating a brand and customer experience that truly meets the needs of her customers. 

Listen in as Steph delves into the nitty-gritty of building a business, from hiring the right team to scaling the company without taking on outside investment. Her insights on staying authentic, consulting with customers, and staying human in business are not to be missed. 

This episode is a must-listen for any marketer looking to build a brand with genuine customer connections!

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In this episode, Paul sits down with Oli Whitten, the COO of Adform, a leading independent ad tech and marketing platform trusted by global brands worldwide. 

Oli shares his expert insights on the growing trend of brands pushing for more transparency and independent measurement from the walled gardens. He also shares his predictions on how digital identity will evolve post-3rd party cookie and how brands are embracing new service models to stay ahead of the game. But that's not all, Oli also delves into the exciting advancements in technology that are revolutionizing the way brands buy and measure supply in channels such as TV and OOH, and how the walled gardens are losing their grip on these areas. 

This is an episode that every marketer should tune in to, as Oli shares valuable insights and predictions that will shape the future of the industry!

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In this last episode before the festive break, the focus of the conversation is very much on the critical leadership role that CMO’s play. Paul talks to Iris Meijer the Global CMO for Vodafone Business who tells us that only 5% of marketers have confidence they can affect their company strategy. Iris has made it her personal mission to bang the drum for marketing as a leadership function and to build confidence amongst her peers in the marketing community. Iris shares why commercial acumen and leveraging customer’s behavioural data are critical to this success She also shares how during 2020, she has partnered with her C-level HR partners to tell stories of how Vodafone has adapted in a remote working world to advise their global customer base.

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In this episode with a difference, Paul talks to Timothy Armoo, founder and CEO of Gen Z agency Fanbyte, winner of Entrepreneur of the Year and one of the Evening Standard’s ‘Most Influential People’. Tim was also behind the world’s first Tik Tok House which he launched during lockdown. Tim gives it straight about where brands are missing the point when it comes to working with influencers and platforms like TikTok. He gives great insight in to the selective brands that are getting it right and the bigger commercial opportunity when thinking long-term. Tim also reveals the secret behind why Tik Tok is growing so fast, why its competition is not Instagram and why brands must think like influencers themselves to ride this wave.

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 In this episode I talk to Wendy McEwan  who is brilliantly qualified to talk about the future of marketing and where tech and data fit in. Wendy has had a diverse career including brand side, publisher side, ad tech and SaaA and now runs marketing in APAC for Knight Frank and sits on the Marketing Society board. In her “Reset”, Wendy calls out how the #wfh trend brought abt by covid is putting more jobs under threat from automation. She shares her views on the two different types of CMO – the legacy “Brand CMO” versus the “Business Lead CMO” who sits at the top table and connects customer experience, sales and marketing to drive growth. Wendy also warns publishers to be wary as brands no longer have the same reliance on them to access audiences and calls for marketers to more pro-actively up-skill themselves.

An episode packed with unique insight and candour that you won’t want to miss!

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In this episode Paul chats to Chris Carter, Marketing & E-Commerce Director of Specsavers where he tells us about “ditching the marketing plan around mid-March” and how this “liberated and empowered” the marketing team. Chris shares how he and the team, during the early weeks of Covid19, established new principles such as focusing on just one goal each week. Chris tells us about the increased importance of hyper-local & data driven strategies to support their 900 high street stores. He shares some great insights on how Specsavers segments and targets its media plus reminds marketers to focus on marginal gains and the behaviours that drive success.

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