Untrended Podcast

Follower counts, Campaign quotes, Cannes Lions. Season three of Untrended opens by asking whether any of it actually means anything.

You post on LinkedIn, log off and feel worse about your career. Or you don't post at all and wonder if your work is quietly going unnoticed.

This seasons host Anna Broadhead puts professional status on trial with Publicis Pro's Jamie Fewery, Lucy Gilman and new Chief Strategy Officer Martin Harrison. You'll get a sharper way to judge what counts as success in B2B marketing. You'll also hear a clear case for why awareness beats lead volume, and why the people who look most successful online often aren't.

The conversation covers the visibility economy, personal branding, meaningless metrics and the B2B industry's habit of applauding itself. It's for marketing leaders who care about brand strategy and marketing trends more than vanity numbers. If you're building a personal brand purely to chase clout, prepare to feel called out.

Key Takeaways

- Martin argues that building campaigns around leads means optimising for a rare and unusual human behaviour. His alternative mission statement for brands is simple, and harder to hit than it sounds.

- A Pangram Labs report claims 41% of LinkedIn posts are now fully AI generated. The panel explains why that has made the platform feel even more like noise.

- The collapse of X pushed a whole generation of opinionated marketers onto LinkedIn by default. That migration explains a lot about how the feed looks now.

- Craving awards and validation makes sense in an industry where your work gets rejected daily in tissue sessions. 

Chapter Markers

00:00 Season three opens with a new host

02:33 Professional peacocking: who has really made it?

04:05 What success looks like to a strategist

05:44 LinkedIn and the visibility economy

09:18 Why LinkedIn makes everyone anxious

11:43 41% of LinkedIn posts are AI generated

13:43 Personal brands: clout or contribution?

15:21 The Toyota Prius blog comment that ended Martin's posting

18:37 New segment: Reality Check with audience answers

22:15 Why MQLs are the unhelpful metric

25:46 When does being known beat being good?

28:30 Ads for the lads and internal clout

30:52 Three Cannes Lions hidden under a desk

33:24 LinkedIn dies overnight: where do we peacock next?

37:24 Wrap-up and next episode with System1

Useful Links & Resources

- Publicis Pro: https://publicispro.com/

- The Long and the Short of It by Les Binet and Peter Field (IPA): https://ipa.co.uk/

- System1, home of ad effectiveness testing: https://system1group.com/

- IPA Effectiveness Awards: https://ipa.co.uk/

- Letterboxd: https://letterboxd.com/

- Substack: https://substack.com/

- The Athletic: https://www.nytimes.com/athletic/

Connect With the Show

- LinkedIn: https://www.linkedin.com/company/publicisprob2b/

- Instagram: https://www.instagram.com/publicisprob2b/

- X: https://x.com/PublicisProB2B

- TikTok: https://www.tiktok.com/@publicispro

- Website: https://publicispro.com/

What's the most overrated status symbol in B2B marketing right now? Follower counts, AI visibility scores, award shelves or something worse? Tell us in the comments, and watch our LinkedIn page for each week's Reality Check question. And if LinkedIn vanished tomorrow, where would you go to show off?

Subscribe to the Untrended Podcast and send your questions using the link in the episode description.

#Untrended #B2BMarketing #PersonalBranding #BrandStrategy #PublicisPro

Business confidence might be low, but for young people trying to enter the workforce right now, the challenge runs far deeper. In this episode of UnTrended, Nicole Jones is joined by Jon Lonsdale, Billy Hamilton-Stent, and Aditi Kulkarni to unpack the realities of breaking into the creative industry and why access, not just ability, is often the biggest barrier.

From the brutal experience of “spray and pray” job applications and algorithmic rejections to the rising cost of living and shrinking entry-level opportunities, the panel explores what it actually feels like to start a career in 2025. They also dig into the hidden rules of the workplace, from unspoken expectations to cultural norms, and why these can disproportionately exclude those from lower socioeconomic backgrounds.

The conversation moves beyond the problem to explore solutions: the role of work experience, the importance of mentorship and belief, and why businesses need to be more intentional about nurturing early talent. There’s also a candid discussion on social mobility, personal journeys, and whether the UK’s “meritocracy” really exists in practice.

Later, Nicole speaks with Jenni Anderson, CEO of The Talent Foundry, to explore how businesses can take meaningful action. From building confidence and skills in the classroom to creating real pathways into employment, Jenny shares how employers can help unlock opportunity for the next generation and why small interventions can have life-changing impact.

If you care about the future of talent, diversity in the creative industries, or simply want to understand what it takes to get a foot in the door today, this episode is for you.

Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.

Chapter Markers

(03:00) Entering the Workforce in 2025

Why applying for jobs feels like a numbers game and often a losing one.

(10:00) The Experience Gap

What happened to work experience and why it matters more than ever.

(15:00) Social Mobility: Myth vs Reality

Who really gets access to opportunities and why background still matters.

(22:00) The Hidden Rules of Work

The unspoken expectations that can make or break early careers.

(28:00) Confidence, Networks, and “Seeing It to Be It”

Why belief and exposure are just as important as skills.

(34:00) How Businesses Can Make a Difference (Talent Foundry)

Practical ways organisations can support young people and build future talent pipelines.

Useful Links

Get to know Jenni Anderson on LinkedIn

For more information on how you can help support be sure to visit the Talent Foundry website

Follow Nicole Jones on LinkedIn

Touch base with Jon Lonsdale on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Aditi Kulkarni

For more information visit the Publicis Pro website

Business confidence is at record lows, but what does that actually mean, and who (or what) is really responsible? In this episode of UnTrended, Nicole Jones is joined by Publicis Pro’s Jon Lonsdale, Billy Hamilton-Stent, and Jamie Fewery to unpack why so many business leaders feel uncertain right now and what confidence really looks like in practice.

From the psychology of leadership and decision-making under pressure to the role of culture, storytelling, and momentum inside organisations, the panel explores how confidence is built (and lost) at an individual level, not just a macroeconomic one. The conversation also digs into the impact of AI disruption, the LinkedIn “doom loop,” and why long-form thinking may be the antidote to perpetual crisis thinking.

Later, world-class performance coach and psychologist Jamil Qureshi joins Nicole to break down the science of confidence, purpose-driven leadership, and how organisations can mobilise belief at scale, even in times of uncertainty.

If you’ve ever wondered how leaders are supposed to stay confident when the world feels like it’s constantly shifting, this episode is for you.

Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.

Chapter Markers:

(03:00) What Does “Business Confidence” Even Mean?

Is confidence a measurable business metric or something far more human?

(10:30) Innovation, AI, and the Pace-of-Change Paradox

When everything is moving fast and nothing feels controllable.

(19:00) Personal Confidence Rituals for Leaders

What the panel actually does to stay confident when things feel wobbly.

(26:00) Long-Form Thinking as an Antidote

Why depth, context, and perspective matter more than hot takes.

(32:00) Purpose vs Targets

Why focusing on what you can be matters more than what you can have.

(42:00) One Thing Leaders Can Do Tomorrow

A practical mindset shift for staying confident amid uncertainty.

Useful Links:

Get to know Jamil Qureshi on LinkedIn

Follow Nicole Jones on LinkedIn

Touch base with Jon Lonsdale on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

For more information visit the Publicis Pro Website

What does it really mean to be a working parent today?

In this episode of UnTrended, Nicole Jones is joined by Jamie Fewery, Jon Lonsdale, Billy Hamilton-Stent and a host of parents from across Pub Pro, for an open, funny, and deeply honest conversation about working parenthood.

Recorded with Nicole on the brink of becoming a parent herself, this episode explores the realities of balancing demanding careers with childcare, exhaustion, guilt, ambition, and identity; from newborn trenches to teenage years, and everything in between

Later in the episode, Nicole is joined by Katie Pospischill, Managing Partner at Pub Pro and working mum of two, who shares a powerful perspective on leadership, burnout, self-kindness, and what workplaces really need to understand about supporting parents.

This episode goes beyond tips and tricks. It looks at identity, ambition, and the cultural expectations placed on working parents, particularly women, in demanding industries like advertising and marketing.

It’s about accepting that you can’t have everything, all at once and that good enough really is good enough.

Whether you’re a parent, about to become one, thinking about it, or simply managing work alongside life’s bigger responsibilities, this episode offers reassurance, perspective, and solidarity.

Subscribe to UnTrended for more conversations on work, culture, leadership, and life

Chapter Markers

(01:10) — Why working parenthood feels harder than ever

The changing realities of dual-income households, stress, and modern parenting.

(05:00) — “Everything is a phase” (even the brutal bits)

Why remembering this matters most for new parents.

(10:20) — Paternity leave and why it matters

How time off for dads changes outcomes for families and careers.

(16:10) — Kids in pubs, soft play, and cultural shifts

How parenting reshapes social life (and your tolerance levels).

(20:30) — Fear of losing professional identity

Why stepping away from work can feel scarier than parenting itself.

(28:40) — Burnout, boundaries, and being kinder to yourself

Why “just set boundaries” isn’t realistic for client-service roles.

(35:40) — Letting go of guilt and perfection

Why “good enough” really is enough.

(38:00) — Final reflections: you can’t have it all, all the time

Closing thoughts on balance, expectations, and shared experience.

Useful Links

Get to know Katie Pospischill on LinkedIn

Follow Nicole Jones on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

Touch base with Jon Lonsdale on LinkedIn

For more information visit the Publicis Pro Website

How will B2B buyers find, evaluate, and trust brands in a world shaped by AI?

In this special bonus episode of UnTrended, Billy Hamilton Stent, Chief Strategy Officer at Publicis Pro, sits down with Mimi Turner, Head of Marketplace Innovation at LinkedIn, to explore one of the biggest shifts facing B2B marketing right now: AI-driven discovery and generative engine optimisation (GEO)

The conversation goes beyond technology, touching on culture, behaviour, and confidence and what it really takes for organisations to change when the future no longer resembles the past.

As Mimi puts it, this may be an epoch-changing moment, one that forces brands to grow up, get clearer on who they are, and build credibility in ways that both humans and machines recognise.

If you work in B2B marketing, strategy, growth, or leadership, this episode offers a grounded, human perspective on where AI discovery is heading and how brands can respond without chasing hype or fear.

This is less about tactics, and more about how trust, relevance, and authority will define success in 2026 and beyond.

Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.

Chapter Markers

(01:55) — Looking ahead to 2026: what’s really changing

Mimi shares the two major shifts she sees shaping B2B marketing strategy over the next few years.

(05:45) — Why AI search rewards human qualities

Expertise, authority, trust, and relevance and how these human traits align with how LLMs prioritise content.

(09:50) — Why events — not ideas — drive real change

The cultural and organisational challenge of adapting when the future no longer looks like the past.

(13:10) — A more optimistic view of AI’s impact

How AI could lead to richer customer experiences, better marketing, and new roles.

(14:00) — A possible renaissance of trust and value

Mimi’s closing reflection on whether AI could usher in a more human era of business.

Useful Links

Get to know Mimi Turner on LinkedIn

Connect with Billy Hamilton-Stent

For more information visit the Publicis Pro Website

From John Lewis to Coca-Cola, Christmas ads have become a cultural event—part entertainment, part national sport, and occasionally the trigger for a heated debate about the true meaning of festive storytelling.

In this special holiday episode of UnTrended, Nicole Jones is joined by Jamie Fewery, Louise Brooks, and Billy Hamilton-Stent to unwrap the history, nostalgia, and creative madness behind Christmas advertising, including the ones that make us cry, the ones that make us cringe, and the ones that make us immediately donate £50 to charity.

The team also sits down with Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, to talk about taking the reins on the iconic John Lewis Christmas advert, the pressure that comes with it, and how you build a festive film that becomes not just a campaign but a cultural moment.

Plus: stuffing discourse, office party confessions, Christmas jumper controversies, and the eternal question… will B2B brands ever make a truly great Christmas ad?

Subscribe to The UnTrended Podcast wherever you get your podcasts and never miss an episode.

Chapter Markers:

(01:00) How Christmas Ads Became a Cultural Phenomenon

A whistle-stop tour from Coca-Cola Santa to John Lewis’ “The Shadow” and the birth of the Christmas ad as an annual national event.

(09:00) This Year’s Standout Christmas Ads

Shelter’s hard-hitting realism. Tesco’s painfully relatable family vignettes. Morrisons’ behind-the-scenes take on working Christmas. What lands and what doesn’t?

(13:30) The Shift in Christmas Storytelling

Why brands are moving from sweeping universal emotion to more specific, lived-in stories and why that might be the smartest path forward.

(19:00) Will B2B Ever Make a Christmas Ad?

The team explores seasonality, budget realities, category constraints, and whether a B2B brand will eventually take the leap. (Spoiler: it’s “inevitable” according to Jamie.)

(22:00) If We Could Make One: Our B2B Christmas Ad Pitches

Twilio emotional storytelling. Aviation rom-coms. Santa supply chain logistics. Red-and-white Caterpillar diggers. Genuinely good ideas? You decide.

(31:00) What We’re Looking Forward to This Christmas

Family reunions, young kids’ excitement, Boxing Day bubble & squeak, home cooking, and a rare chance to do absolutely nothing.

(32:00) Making the John Lewis Christmas Ad

Franki reveals how the team builds the brief, the early inspiration, and how music shaped this year’s story.

(36:00) How the Process Really Works

From open briefs to agency-wide idea generation and why everyone wants to work on the John Lewis Christmas ad.

(44:00) Story First, Product Second

Why John Lewis will always lead with emotion, not product, and how that shapes the creative process.

Useful Links

Get to know Franki Goodwin on LinkedIn

Follow Nicole Jones on LinkedIn

Touch base with Louise Brooks on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

For more information visit the Publicis Pro Website

From Formula 1 to football, B2B brands are spending big on sports sponsorships, but what’s the real return?

Is it about audience reach, storytelling, or simply the glamour of the hospitality suite?

In this episode of UnTrended, Nicole Jones is joined by Jamie Fewery and Billy Hamilton-Stent to explore B2B’s growing fascination with sports sponsorship and why so many brands are racing to the pitch, track, and beyond.

Plus, Jamie sits down with Joel Seymour-Hyde, Head of Partnership Management at Formula 1, for an insider’s look at what makes a smart sponsorship work (and why sticking your logo on a car isn’t enough anymore).

From the logistics of moving F1 around the world to the cultural resonance of Sharp’s 90s Man United kit, the team uncovers the strategy, storytelling, and spectacle behind today’s biggest brand plays.

Subscribe to the UnTrended Podcast wherever you get your podcasts and never miss an episode.

Chapter Markers:

(01:10) Inside the World of Formula 1

Jamie interviews Joel Seymour-Hyde, Head of Partnership Management at F1, about the evolution of sponsorships, global brand partnerships, and how B2B brands fit into the sport’s ecosystem.

(09:00) The Hallmarks of a Great Partnership

How successful B2B sponsors connect their business objectives with the right platform and why clarity of purpose is everything.

(18:00) Passion vs. Pragmatism

Joel reveals why being a fan of a sport can actually make sponsorship decisions worse and why objectivity wins every time.

(21:00) Panel Chat: The Rise of the B2B Fanboy

Nicole, Jamie, and Billy dig into why B2B brands are flooding into sports, from the power of pre-made audiences to the pull of data-driven fanbases.

(28:00) The Value of Activation

Why the best sports partnerships are now multi-channel, creative, and experiential, not just a logo on a shirt.

(35:00) From Cigarettes to CRM

How sports sponsorship has evolved from nostalgia to nuance and what modern brands can learn from iconic partnerships like Marlboro McLaren and IBM Wimbledon.

(39:00) Cultural Resonance in Sport

The team explores how great sponsorships transcend marketing and become part of cultural memory, from Sharp and Man United to Rolex and golf.

Useful Links:

Get to know Joel Seymour-Hyde on LinkedIn

Follow Nicole Jones on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

For more information visit the Publicis Pro Website

B2B marketing is having its creator moment. From relatable LinkedIn sketches to tongue-in-cheek takes on agency life, creator-led content is proving that humour, personality, and authenticity aren’t just for B2C.

In this episode of UnTrended, host Nicole Jones sits down with Heather Barnett, the LinkedIn comedy creator and freelance copywriter who’s bringing “LOL”s to lead generation, to talk about the business of B2B humour. Heather shares how she got started, what makes content resonate, and how brands can collaborate with creators without losing their authenticity (or their nerve).

Later, Nicole is joined by Billy Hamilton-Stent, Jamie Fewery, and Louise Brooks from Publicis Pro to unpack the creator-led content boom, from the Pope’s hot take on influencers to the risks and rewards of letting go of control.

If you’ve ever wondered how to make B2B content less cringe and more human, this one’s for you.

Subscribe to The UnTrended Podcast wherever you get your podcasts so you never miss an episode.

Chapter Markers:

(02:45) Falling Into Creation

Nicole kicks off Season 2 with Heather Barnett, diving into the world of B2B humour and why creator-led content is taking off.

(07:30) LinkedIn’s New Era of Humour

How COVID reshaped LinkedIn into a social space and why laughter has become the new engagement metric.

(12:00) Working with Brands

What happens when a creator’s authentic voice meets a marketing brief and how to keep it funny without turning it into an ad.

(18:45) Panel Chat: The Creator Capital C

Nicole, Billy, Jamie and Louise discuss the history of influencer marketing, from gladiators to the Pope and what “trust” really means in 2025.

(25:10) Creators Without the Cringe

How to balance entertainment and professionalism and why letting go of control might be the smartest move.

(34:20) Agency Challenges and Platform Fluency

The team reflects on the tricky business of finding the right creators and the rise of “vibe-based briefing.”

(39:00) Best in Class: Creator Campaigns

From freight jokes to female coders, the team shares favourite examples of creative partnerships done right.

Useful Links:

Get to know Heather Barnett on LinkedIn

Follow Nicole Jones on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

Touch base with Louise Brooks on LinkedIn

For more information visit the Publicis Pro Website

Feedback — two syllables that can make even the toughest marketer squirm.

In today’s episode of UnTrended, host Nicole Jones sits down with Jon Lonsdale (CEO), Louise Brooks (Senior Copywriter), and Lottie Hutchins (Senior Account Director) from Publicis Pro to dive deep into the messy world of feedback: how we give it, how we take it, and how it’s evolving in modern workplaces.

From why Gen Z lawyers are apparently running to HR when told they're wrong to why agency creatives dread the words “make it punchy,” this episode strips back the layers on a topic that’s often sugar-coated — or worse, ignored.

Plus, we hear some of the most memorable (and brutally honest) pieces of feedback our team has ever received—from law professors with sharp pens to pitch rooms that ended in standing ovations.

Stick around to the end for our mailbag segment, where we tackle how early-career agency folks can figure out when to push back versus when to pick their battles.

Subscribe to The Untrended Podcast wherever you get your podcasts so you never miss an episode.

Chapter Markers:

(01:42) Gen Z, Gentle Parenting & Taking Criticism

From law firms hiring support workers for young staff to how upbringing shapes feedback tolerance.

(07:08) Have We Gotten Too Nice?

Is modern working culture too polite to be clear — and what’s the hidden cost?

(14:49) The Case for Course Correction

Are we heading for a swing back to tougher, more direct feedback cultures?

(19:44) Why Client Feedback Is So Hard

Pressure, feedback committees, and why clients often can’t articulate what they want.

(23:08) Beyond Track Changes

Why Jon hates markup, Lottie loves voice notes, and how to keep feedback human.

(24:58) Helping Clients Help Us

Why creatives should meet clients early, ask better questions, and build trust.

(26:39) The Most Memorable Feedback We’ve Ever Gotten

From university essays marked “learn to plagiarise better” to standing ovations in a pitch.

(30:52) Mailbag: Push Back or Pick Your Battles?

Advice for early-career marketers on when to stand firm and when to let it go.

Useful Links:

Follow Nicole Jones on LinkedIn

Connect with Jon Lonsdale

Learn more from Louise Brooks

Touch base with Lottie Hutchins on LinkedIn

For more information, visit the Publicis Pro Website

From poetic oddities to corporate rebrands, names wield more power than we give them credit for. In this episode of UnTrended, Nicole Jones sits down with Publicis Pro’s Billy Hamilton-Stent, Jamie Fewery, and Jon Lonsdale to unravel the strategic, emotional, and sometimes hilarious stories behind naming a brand.

Together, they explore the identity crisis behind sudden rebrands, the subtle signals names send to customers, and why some names flop while others become fixtures in our cultural vocabulary. Whether it’s deciding between “Octopus” and “Snow Leopard,” or pitching names like “Almond” to stony-faced execs, this episode dives into the high-stakes (and highly subjective) world of brand naming—especially in B2B.

Find out what makes a name memorable, what makes it miserable, and why sometimes the best naming strategy is just to avoid anything ending in “AI.”

Subscribe to the UnTrended Podcast wherever you get your podcasts so you never miss an episode.

Chapter Markers:

(05:29) Are Names the Heart of the Brand?

Jon and Billy explain why names matter—and how executives often get the final say.

(07:25) What Makes a Name ‘Good’?

Emotion, alchemy, and strategy: dissecting the building blocks of strong brand names.

(12:30) From Octopus to Publicis Pro: A Rebrand Journey

The team recounts how Publicis Pro got its name and why clarity beat cool.

(17:04) Finding Your Extraordinary

The story behind the tagline and how “extraordinary” became Publicis Pro’s north star.

(24:14) The B2B Naming Hall of Fame (and Shame)

From MailChimp to Monzo, the team shares names that nailed it—and those that didn’t.

(31:28) Mailbag: Naming Mistakes to Avoid

From cultural missteps to overused buzzwords, the crew gives rapid-fire advice on how not to name your next product.

Useful Links:

Follow Nicole Jones on LinkedIn

Connect with Billy Hamilton-Stent

Learn more from Jamie Fewery

Touch base with Jon Lonsdale on LinkedIn

For more information visit the Publicis Pro Website