The Marketing Society Podcast

With the dust having settled on The Marketing Society Awards 2026, in this podcast Simon Jameson, Managing Director at MLP Agency and one of this year’s judges, is joined by Paul Mallon, Head of Sportsbook Marketing at Paddy Power, to discuss the campaign that won the award for Successful and Effective Partnerships. In this discussion, Paul talks us through how Paddy Power joined forces with Sky Sports, Prostate Cancer UK and the PDC to turn the World Darts Championship into a platform for purpose. Discover how an idea hatched around a kitchen table, giving away £1,000 for every 180 thrown at Ally Pally, grew into “The Big 180” and has now raised more than £3 million for Prostate Cancer UK’s Transform programme, why committing to the long term rather than a one-year deal made all the difference, and how humour became the most effective way to land a serious message with millions of men. Hear about the creative risks that paid off, including the Piers Morgan content that helped prompt life-saving risk checks, how Sky Sports amplified the partnership from broadcast talent right down to its pub network, and Paul’s three lessons for building partnerships that create value for every party involved. Members can see the case study here: https://marketingsociety.com/case-studies/marketing-society-global-awards-2026-successful-effective-partnerships Find out more about The Marketing Society Awards here: https://marketingsociety.com/Global-41st-Awards

Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You're joining us for our next episode in the series, "In My Humble Opinion… The Hardest Part of Brand Building is Preserving What's Already Great." Featuring Ben Newbury , Head of Brand Marketing at Yorkshire Tea, and Georgina Leigh-Pemberton , Managing Director at Turner Duckworth. Ben and Georgina take on one of the most counterintuitive challenges in marketing: what do you do when your brand is already thriving? Yorkshire Tea had grown from number four to number one in the UK black tea market, the advertising was landing, the pack was iconic and consumers were loyal to a point that felt, in Ben's words, a little terrifying. So why touch it at all? Because here's the thing: timeless is not the same as old-fashioned. Small shifts creep into a loved brand over time, and nobody had looked closely at the design in over a decade. Ben and Georgina explore what it really means to be a custodian of a brand, the discipline of restraint over creation, and how the simple principle of doing things properly became both a creative brief and a quality check for everything the brand touches. Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can't wait to bring them to you, our next episode of "In my humble opinion" will be coming soon and find our series of content of the same name over at The Marketing Society website here .

In a world of relentless choice and technological acceleration, the brands that win are not the ones with the most features or the lowest price. They are the ones that make people feel alive. In this podcast, Sophie Devonshire , Chief Executive of The Marketing Society, is joined by Katie Burke , Global Lead for Life Trends at Accenture Song, and Lisa Johnstone , Director of Priority, Loyalty and Rewards at Virgin Media O2 , to explore three of the most compelling trends from the Life Trends 2026 report, Accenture Song's global study of human behaviour in a rapidly changing world. This year's trends are anchored in the hero's journey: challenge, change, and transformation. And for marketing leaders, the implications are significant. We explore Human Journeys, and how AI is reshaping the moments of discovery and decision-making that matter most to customers, including what zero-click experiences mean for brand visibility and relevance. We look at Good Vibrations, and why joy, play, and real-world connection are becoming serious commercial differentiators, and how the most effective brands enable culture rather than chase it. And we examine Coming of Age, and why age is no longer the right organising principle for marketers, and what to reach for instead. With 77% of people expecting brands to help them feel joy and wellbeing, the pressure on marketing leaders to make the case for emotional brand-building has never been greater. This episode explores what life-centricity really means in practice, and how to take that argument into the boardroom. Read the full Life Trends 2026 report: https://www.accenture.com/us-en/insights/song/accenture-life-trends-2026

Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You're joining us for our next episode in the series, 'In My Humble Opinion… Data is Set to Fuel Creativity in the Age of AI.' Featuring Philip Gamble from Performics, and Jack Peat , Head of Newsroom at Taylor Herring. Philip and Jack explore one of the most pressing shifts in marketing today — how AI is quietly forming opinions about every brand, and what that means for the way we communicate, create, and measure impact. Because here's the thing: AI already has a view of your brand. And around three quarters of what it believes comes not from what you say about yourself, but from third parties — the press, social platforms, and the broader ecosystem of voices that surround you. Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

In an AI-driven world, brand visibility is being fundamentally redefined. As AI agents increasingly mediate the customer journey, from initial research through to purchase, brands face a critical question: if AI can't see you, can your customers? In this podcast, Sophie Devonshire , Chief Executive of The Marketing Society, is joined by Steven Carvalho (Senior Manager, Accenture Song) and Alex Pott (Consumer Digital Director, VodafoneThree) to explore how brands can stay visible, relevant, and trusted in this rapidly evolving landscape. We'll be exploring how Generative Engine Optimisation (GEO) is just the tip of the iceberg, because its effects ripple across the entire commercial organisation. Beyond marketing, it influences brand trust, reputation management, competitive positioning, customer experience, data infrastructure, and even how teams collaborate to stay relevant in an AI-driven landscape. The risk is clear: if AI can't see you, neither can your customers. Optimising for AI search is just the starting point in a future where the entire journey, from research to purchase, could be carried out by a customer's AI agent. The challenge is making sure your brand stays visible, relevant, and trusted in that world. With news of ChatGPT in the US rolling out instant checkout, it won't be long before it impacts the commerce experience in UK. This shift will be seismic. Hear how AI is impacting brand visibility and customer experience today, the real-world challenges organisations are facing, and how marketers can shape the business agenda around these agentic opportunities.

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox, and the award-winning team at The AA and The Gate London, to discuss their campaign which won the award for Best Brand Communication (Large). In this discussion, Will Harrison (Group Marketing Director, The AA) and Kit Altin (Chief Strategy Officer, The Gate London) talk us through The AA's remarkable transformation from roadside assistance provider to a brand built for every moment in your driving world. Discover how they identified the opportunity to reinvent a heritage brand, why they made the customer the hero of the story, and the creative approach behind "Always Ahead" that used humour and confidence to drive fame, emotional connection, and cultural impact. Hear about the boldest risks they took, how the campaign transformed internal culture at The AA, and the commercial power of brand-building communications that proved effectiveness at scale. Members can see the case study here:https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-large-winner Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-41st-Awards

Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You're joining us for our next episode in the series '‘In My Humble Opinion… Gen Z aren't breaking the world, they're holding it together Featuring Lilli English, Chief Strategy Officer at Leo UK, Joe Beveridge , Head of Strategy at Leo UK, and Hannah Pain , Head of Marketing at McDonald's. Lilli, Joe and Hannah tackle one of the most misunderstood generations in recent history – challenging the lazy stereotypes that paint Gen Z as phone-obsessed, feckless and detached, and revealing the surprising truth hidden in Leo's latest Pop Pulse research. Despite the media narrative, this generation isn't breaking things up from their couches. They're the sage voices emerging from the huddle – the micro influencers in every household who are shaping decisions across everything from music and tech to DIY, cooking tomato soup and booking holidays. Where wisdom used to trickle down, it's now rippling out from Gen Z, making them not a fringe cohort or future audience, but a commercial imperative today. They explore Leo's principles for winning with this generation, including why brands need to be "magnet, not mirror" – showing up as an unfiltered, authentic version of themselves rather than desperately trying to speak Gen Z's language. From McDonald's evolution from "confidently humble" to "unashamedly McDonald's", to understanding why this generation holds the keys to the mainstream, they reveal why getting Gen Z right isn't about alienating others – it's your route to reaching everyone. Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. You’re joining us for episode 9 "In My Humble Opinion...if your commerce is disconnected, your growth is too”. Featuring Astrid Lloyd , Managing Director at Publicis Commerce UK and Natalie James , Head of eCommerce, Brown-Forman Europe. Astrid Lloyd and Natalie James tackle one of the most costly blind spots in commerce today – the disconnect between how consumers actually shop and how businesses are still organized to sell. Following on from their panel discussion at The Marketing Society's "Uncomfortable Conversations" breakfast, Astrid and Natalie explore why organisational silos persist despite shoppers moving seamlessly between TikTok, Amazon, Google and physical stores. From fragmented data systems to the "trough of fragmentation" where insights are a mile wide but an inch deep, they examine the structural barriers holding brands back from capturing growth. They discuss why the digital shelf deserves the same attention as physical point-of-sale, the challenge of justifying investment in emerging platforms like TikTok, and the capability gaps that leave digital commerce feeling like an afterthought. Most importantly, they reveal the leadership behaviours needed to drive transformation – and why "following the money" might be the key to breaking down barriers. Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

With the dust having settled on The Marketing Society Global Awards for 2025, in this podcast we are joined by Chris Dunne, Head of Marketing at Thinkbox and the award-winning team at Charlie Bigham's and VCCP, to discuss their campaign which won the award for Best Brand Communication (Small) In this discussion, Kim Gelling (Commercial & Marketing Director, Charlie Bigham's) and Max Keane (Chief Strategy Officer, VCCP) talk us through their remarkable, against-the-odds strategy of making a virtue of inconvenience in a category built on convenience. Discover how they identified the public's increasing desire for "things done properly", why they chose to target 'foodies' who wouldn't usually purchase ready meals, and the creative approach that put Charlie front and centre, featuring Richard Osman's distinctive voiceover and handmade animation style. Members can see the case study here: https://marketingsociety.com/case-studies/marketing-society-global-awards-2025-brand-communication-small-winner Find out more about The Marketing Society Awards here https://marketingsociety.com/Global-41st-Awards

Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. You’re joining us for episode 8 'In My Humble Opinion... the news is dead.' Featuring Jack Peat , Head of Newsroom at Taylor Herring, and Alex Goldsmith , Head of Social Video at Metro. Jack and Alex explore how social media has fundamentally disrupted traditional news practices – and what this means for the communications industry. Drawing from Taylor Herring's report "The news is dead. Long live the news," they examine how platforms like TikTok have transformed everything from news gathering to storytelling. From Alex's "What the F test" for content that stops the scroll, to the reality that anything over one minute is now considered long form, they discuss how journalists are becoming content creators and algorithms are taking on the role of editors. They reveal why over half of digital journalists say PRs rarely supply the multimedia assets they need, and explore the growing disconnect between traditional comms practices and social-first newsrooms. Most importantly, they uncover the positive evolution happening – how the best PR professionals are now engaging with publishers earlier in the process, understanding individual platform needs, and working more collaboratively than ever before. Get the report "News is Dead" here Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. You’re joining us for episode 7 'In My Humble Opinion... brands can do more to support DE&I initiatives in their advertising'. Featuring Ben Mitchell , Partnerships Director at Publicis Media, Lily Wadsworth , Senior Brand Manager, Voltarol at Haleon, and Paige Eaton , Planning Account Director at Spark Foundry. Ben, Lily and Paige explore why inclusive advertising isn't optional anymore – it's essential. They dive into Voltarol's award-winning six-year partnership with Gay Times and Channel 4, showcasing how authentic storytelling around LGBTQ+ communities in sport has driven both positive brand metrics and meaningful social impact. From navigating regulatory challenges as a pharmaceutical brand to the business case for representation they examine how brands can move beyond tokenism to create genuinely inclusive content. They discuss everything from simple inclusive casting to purpose-driven campaigns that tackle stereotypes and drive social change. Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

Episode #150. We’re celebrating our milestone 150th episode with a technical skill that, if it hasn’t already, will impact and shape the way we work and live our lives, and the lives of our consumers. We’re discussing AI and how to utilise the tools available today, to help you to grow the brands and businesses of tomorrow. Returning guest and friend of the podcast joining Abby is Jeremy Connell-Waite. As IBM’s Global Communications Designer, Jeremy is a seasoned storyteller, strategist and communications leader, bringing a wealth of experience from his work at the intersection of technology, purpose and human connection. In this episode, Jeremy shares how he uses AI to become his IA – intelligent assistant – conversing with his AI personas to collaborate; not only to provide answers but get to the root causes to help him ask the right questions too. Jeremy also reveals why you should use voice prompt when training your AI, plus he gives many great examples of how it can be used day-to-day, with different AI platforms and resources to help you get started. 00:00:00 Welcome and Introduction to Brand Purpose 00:02:16 Jeremy’s Background & Approach to AI 00:03:33 Defining AI: Intelligent Assistant, Not Artificial Intelligence 00:05:20 How Marketers Are Using AI 00:08:49 Building Rapport with AI & Humanizing the Experience 00:15:11 How to Build Your Own AI Assistant 00:22:29 Building Custom GPTs 00:25:38 Experimenting with Different Platforms 00:27:30 The Future of AI: Adoption Not Anxiety 00:31:51 Top Five Actions for Marketers 00:38:03 AI as a Time-Saving Tool to Free You Up For What You Enjoy 00:39:25 Final Advice For Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jeremy Connell-Waite | 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

Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. You’re joining us for episode 6 'In My Humble Opinion... Fragmented creativity is exciting’. Featuring Ben Mooge , Chief Creative Officer, Publicis Groupe and Kelly Engstrom , Brand & Demand Generation Communications Director. BT, EE and Plusnet at BT. Ben and Kelly explore a provocative idea that challenges traditional integrated campaign thinking. They discuss how media fragmentation has fundamentally shifted creative execution, moving away from the "matching luggage" approach to embrace channel-specific creativity that maintains brand authenticity. Whether you're a marketer, creative, or brand strategist, this conversation offers valuable insights on embracing creative fragmentation as an opportunity rather than a threat. Connect with our guests: Ben Mooge, Chief Creative Officer, Publicis Groupe - LinkedIn Profile Kelly Engstrom, Brand & Demand Generation Communications Director. BT, EE and Plusnet at BT - LinkedIn Profile Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

Episode #149. Today’s topic is an area of personal understanding, enabling you to take the reins of your career so that it’s happening for you, not to you. We’re discussing purpose driven careers, packed with advice for how to make choices that enable you to be successful and fulfilled in your career and life as a whole. Joining Abby is her guest and experienced marketing leader, Megan Harrison. Having worked on many iconic brands such as Huggies, Durex, Warburtons and Carex, Megan’s is now CMO at Grocery Aid, a charity with a long history of helping grocery workers through tough times, providing financial, emotional and practical support. In this episode, Megan shares her definition of a purpose driven career, the choices she’s made in her personal career journey and why, and the questions to ask yourself when choosing your next role. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Brand Purpose 00:03:41 Definition of Purpose 00:04:40 Megan’s Personal Journey to Identify Purpose 00:05:54 Career Choices and Purpose Alignment 00:09:13 Career Transitions 00:12:25 Advice for Early Career Professionals 00:15:40 Looking For Your Next Role 00:20:13 Red Flags 00:23:07 Connection to Brand Challenges 00:25:05 Cultural Values in Organisations 00:27:14 Career Highs and Lows 00:30:57 Advice for Future Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Megan Harrison FCIM | 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

Welcome to “In my humble opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud. You will hear industry leaders and experts talk about their views and opinions on deliberately provocative subjects such as the impact of technology on brands and consumers, the future of our industry, the generational divides, diversity and inclusion and more. You’re joining us for episode 5 '‘In My Humble Opinion... Getting to great work is hard work’. Featuring Karen Martin, CEO at BBH in conversation with Michelle Spillane , Managing Director Marketing at Paddy Power. They explore the challenging journey from good to great advertising, discussing how truly exceptional creative work doesn't just inform but transforms. Michelle shares insights on building a culture of creative bravery, leaving space for unexpected magic in the production process, and why investing in great work delivers the best ROI possible. Whether you're a marketer, creative, or brand leader, this conversation offers valuable insights on building creative partnerships built on trust rather than control. Connect with our guests: Karen Martin, CEO at BBH LinkedIn Profile Michelle Spillane, Managing Director Marketing at Paddy Power LinkedIn Profile Don't forget to subscribe, rate, and review our podcast! Our industry is filled with many brilliant minds with thought provoking views, we can’t wait to bring them to you, our next episode of “In my humble opinion” will be coming soon and find our series of content of the same name over at The Marketing Society website here .

Episode #148. The technical skill in this episode is brand purpose, providing marketers with the clarity on why their brand exists internally and externally, motivation for the whole organisation to get behind and creating a north star to focus on - whether that's strategic or tactical choices or how to bring this to life. Joining Abby is her guest Helen Jeremiah, Global Vice President for Croda, a company that makes specialised ingredients for beauty, personal care, and home care products. Having previously worked at Boots and Walgreen’s Alliance Group, Helen is an experienced marketing leader who has worked across multiple disciplines including marketing, customer strategy, global marketing, global brand marketing, product development, insight and inclusivity. In this episode, Helen shares her definition of brand purpose and its significance beyond profit, authenticity, the importance of internal engagement, and agency partnerships to bring to life. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Brand Purpose 00:03:03 Importance of Internal Engagement 00:04:48 Advice for Redefining Brand Purpose 00:07:08 Aligning Brand Purpose with Values 00:09:22 Multifaceted Nature of Brand Purpose 00:10:21 Stakeholder Engagement for Alignment 00:13:49 Measuring Brand Purpose Impact 00:16:43 Internal Perception of Brand Purpose 00:18:28 Helen’s Personal Drive for Purpose 00:23:43 Agency Collaboration for Fresh Perspectives 00:25:49 Career Highs and Lows 00:31:51 Advice for Future Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Helen Jeremiah | 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

Following the presentation of Future Leader of the Year 2024 at The Marketing Society Annual Dinner in November 2024, Lauren Groves , Head of Marketing Conversion & Partner at ITV is in conversation with James Townsend , EMEA CEO at Stagwell. Lauren discusses her career growth and future goals as well as covering topics such as leadership beyond marketing and teamwork, creating safe spaces and learning from failure and of course touches on innovation and the impact of AI in her work. Find out more about The Marketing Society Awards here https://www.marketingsociety.com/Global-40th-Awards

Episode #147. Social proof is the technical topic featured in this episode as we delve into the benefits of collaborating, trialling and testing with consumers and influencers in real-time and how to get started with social proof to help build communication ideas, propositions, campaigns and products. And the all-important internal buy-in and confidence for concepts and much more… Abby’s guest in this episode is Michael Goldstein, founder of Fragment, a comms strategy led agency that drives growth through helping brands capitalise on the chaos of modern marketing. Previously he was global head of communications strategy at DDB, and before that held leadership roles at Mccann, R/GA and The &Partnership. In this episode, Michael shares his definition of Social Proof, why marketers should build ideas out in the world and how to get started with testing. Plus examples of integrating social proof to shape creative campaigns and working with influencers. Plus his career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Social Proof 00:02:58 Defining Social Proof 00:04:03 Traditional vs Collaborative Process 00:06:32 The Rapid Nature of Cultural Changes 00:08:07 Testing and Iteration in Marketing 00:09:40 Challenger Brands and Flexibility 00:10:26 Consumer Product Brands and Creators 00:12:18 Building a Feedback Loop 00:17:30 Using Social Proof in Agency Work 00:19:11 Case study: Repositioning a Brand 00:21:35 Cultural and Emotional Impact 00:24:16 Community-Built Brands 00:25:43 Embracing Chaos in Marketing 00:27:11 Career Highs and Lows 00:31:21 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Michael Goldstein | 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

In this episode, the second of our greenwashing mini-series we chat to Guy Parker, Chief Executive of the UK’s Advertising Standards Authority (ASA), about green claims and the role of responsible advertising in sustainability. Guy explains that the ASA’s mission is to, “ make sure that ads are legal, decent, honest and truthful. We care about ads not misleading people, not harming them, not offending them and being socially responsible.” Guy highlights that with rising concerns about climate change, the ASA is focused on environmental claims balancing the need for businesses to communicate sustainability efforts without misleading consumers. We discuss the line between greenwashing (exaggerated or false claims) and greenhushing (staying silent due to fear of backlash), and how Marketers can absolutely tread the middle ground between the two. Guy emphasises how businesses should communicate sustainability progress— modestly and precisely, “ being a bit more modest in the claims and being a bit more kind of real world in terms of what this means for your customers and your prospective customers, can actually go a very long way.” Focus should be on tangible, near-term actions rather than distant net-zero targets. Most greenwashing isn’t intentional - it stems from lack of education and understanding. Guy points out that Marketers must know the rules and follow the guidance, (ASA’s codes, CMA’s Green Claims Code), collaborate cross-functionally with sustainability teams to ensure accuracy and make use of the breadth of ASA resources (rulings, guidance, and free training), to avoid pitfalls. There is information and knowledge out there for everyone and it’s all very accessible. Guy’s message is clear, businesses must keep talking about sustainability, but do so, responsibly. Tune in as we talk to Guy about: The green claims and advertising landscape. The need for organisations to be transparent and share their sustainability journeys. Why less is more when it comes to green claims - specific, evidence-backed claims are safer. Keep communicating, silence helps no one - we need to talk about it to drive change. Where greenwashing complaints can come from and, how to make a complaint. Why strategies and processes are needed. What resources and guidance are available to support Marketers and organisations considering making green claims. For resources check out the ASA’s CAP Advertising Guidance, their training and their recent rulings - all of which can be found here . And, if you’re looking to upskill your team with the green claims landscape - be sure to check out our 3 hour Greenwashing 101 short training cours e via our Sustainable Marketing Training Hub. More in this mini-series to follow with conversations still to come with ClientEarth and Fanclub PR. Stay tuned. ________________________________________________________________________ About us… We help Marketers save the planet. 🌍 Join the Marketers and organisations who have signed our manifesto, engage with our newsletter and training and, work with us to communicate sustainability more effectively. Sign our Sustainable Marketer Manifesto , work with us, and join us on our mission. Get in touch to chat . You’ll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We’re all in this together. Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Episode #146. Today’s episode discusses the necessity of DEI and how as marketers we have a responsibility to reflect and shape the world around us – particularly as research* shows younger generations trust brands more than governments for being ethical and competent. Abby’s guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative. In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes. Plus her career highs and lows and advice for marketers of tomorrow. *Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries. 00:00:00 Welcome and Introduction Defining DEI 00:04:25 Marketing as a Force for Good 00:09:00 Representation in Advertising 00:11:44 Inclusive Insights 00:14:04 Navigating Backlash in Marketing 00:19:12 Co-creation with Communities 00:21:05 Understanding Personal Biases 00:24:36 Identifying Bias in Teams 00:27:23 Researching Campaign Ideas 00:28:49 Benefits of Inclusive Marketing 00:30:07 The Impact of Trust in Brands 00:33:37 Career Highs and Lows 00:35:15 Challenges Facing DEI Initiatives 00:39:26 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Ali Hanan | 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