Embracing Marketing Mistakes

Influencer spend hit $32.55 billion in 2025, and most brands still can't prove it works. In this Prohibition PR webinar, Chris Norton and Will Ockenden break down why influencer marketing keeps losing boardroom arguments, the mistake that turned a Brit Awards influencer activation into a creator revolt, and the six-part framework that turns influencer spend into a revenue channel instead of an awareness line item. Chris covers the boardroom case for influencer marketing, the Mastercard Brit Awards story, and how HelloFresh beat its own paid acquisition costs on TikTok using creators like Mindy Kaling. Will then walks through a practical framework: choosing influencers for persuasion rather than reach, building long-term partnerships (including Burgess pet food's ongoing deal with Ronnie the Mini Lop), mapping creators to the full buyer journey, feeding top-performing organic content into paid media, using influencers to win AI and social search discovery, and measuring outcomes instead of vanity metrics. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Back in episode 99 with Sarah Waddington, we dive into the story of a well-intentioned tweet about a Biff and Chip book image, posted during the height of the Me-Too era. What was meant to be a harmless comment, shared in the midst of the chaos of parenting, quickly spiraled into misreporting by UK tabloids, global backlash, online abuse, and even death threats. As her career and personal life were thrust into the public eye, the turning point came when credible voices stepped in to offer support. Through it all, the lesson emerged: consistency, values, and resilience matter far more than any momentary outrage. We explore how professionals who have experienced public shame are uniquely positioned to guide others through similar challenges, reminding us that clarity of purpose and standing by your principles can help weather the storm. Tune in for an insightful conversation about the power of maintaining your values in a world quick to judge, and the strength that comes from embracing the lessons learned in adversity. Click here to listen to the full episode 99. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A professor who built his entire career on communication measurement almost couldn't answer the question that started it all. Professor Jim Macnamara joins Embracing Marketing Mistakes to explain why so much of PR and marketing still confuses outputs with outcomes, and what changed after a client rejected his activity report and demanded results instead. Jim walks through the framework behind AMEC and the Barcelona Principles, a real Volkswagen case study that shifted marketing budget from 5% to 15%, his global evaluation work for the World Health Organization during COVID-19 (including a video series that hit 400 million views), and his skeptical read on whether AI and large language models are handing PR a golden age or a new set of unproven metrics to hide behind. Listen to the full conversation now and learn what measurement stands out in the marketing world. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

If you have ever watched a brilliant marketing strategy die in a sign‑off meeting, this episode is for you. We unpack the real reasons ideas fail in the boardroom and what senior marketers can do to read the room, create emotional buy in and keep stakeholders focused on what matters. Faris Aranki, founder of Shear Ghetto Consulting and former top‑tier strategy advisor, explains his IQ x EQ x FQ model for success back in episode 96. IQ is the quality of your idea, EQ is your emotional intelligence and stakeholder awareness, and FQ is your focus quotient, the ability to prioritise and resist shiny‑object distractions. Miss any one pillar and your strategy stays on the hard drive. Click here to listen to the full episode. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Most B2B brands are interchangeable, and Talia Wolf built a career proving it. In this episode, Talia Wolf, founder of GetUplift and creator of the emotional targeting framework, explains why most products test identical on every measurable feature, and the two emotional clusters, self-image and social image, that drive buying decisions. She tells the story of the book cover mistake she caught before print, when beta readers including Rand Fishkin and Wil Reynolds told her the professional, generic design was missing her own voice, and how the comic-book redesign became a number one Amazon bestseller in its category. She also explains why she won't let AI write client copy or synthesize research, and why conversion optimization now has to happen everywhere a buyer forms an opinion, not only on a company's own website. You will learn the real reason people buy from you, why hypothesis-free A-B testing wastes budget, and why authenticity beats polish once your market looks the same. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A CIPR fellow with nearly six decades in PR says the industry still protects itself from its own scandals. In this episode, Robert Minton-Taylor, a CIPR fellow recognised at the institute's 70th anniversary and a 24-year PR lecturer at Leeds Beckett University, argues that no PR professional has ever been sanctioned for their industry's complicity in Grenfell, the Post Office Horizon scandal, the infected blood scandal, or the NHS maternity scandal. He tells the story of the former intern who says he failed her over the Hillsborough police statements, then shares four named mistakes from his own agency career: a grunge band that cleared a client event with a power drill, a hotel bar that served the wrong soft drink to a client, a spelling mistake that nearly cost him his job at one of the world's biggest PR agencies, and a pitch document typo he still gets asked about. You will learn why the PR industry still has an accountability problem, and the specific checks he says every account handler needs before anything goes out the door. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A toxic hire nearly cost him his agency. Then he made a similar mistake again, this time trying to build his own AI instead of renting one. In this episode, Roger Hurni, founder and Chief Brand Strategist of Off Madison Ave, whose client roster includes Nike, Wells Fargo, PetSmart, and P.F. Chang's, breaks down the culture-first hiring lesson he learned the hard way, why his team abandoned an in-house AI build for an off-the-shelf tool, and the AI philosophy he wrote for his own staff: expand your options, never let AI replace your judgment. Trained in behavior design under Stanford's BJ Fogg and the author of Outthink, Outperform, he also explains why he believes 90% of LinkedIn is now AI-generated content, and the test he runs on every new hire to separate real thinkers from people who copy and paste AI output. You will learn why culture fit can matter more than raw talent, when renting beats building with a new technology, and how to use AI without letting it think for you. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

He ran creative for the world's biggest advertising group. Then his own recommendation to the board cost him the job, and he sold every share he owned the same week. In this episode, John O'Keeffe explains how he took WPP from a "creative desert" to seven straight years as Creative Holding Company of the Decade, why recommending Mark Read to succeed Martin Sorrell as CEO turned out to be his biggest mistake, and what happened when Read undercut him in front of the entire company. He also makes the case for why AI can execute a creative idea at any scale but cannot originate one, using Compare the Market's meerkat campaign as proof, and reflects on the campaigns he's most proud of, including Keep Walking for Johnnie Walker and an Audi ad voted best in the world. You will learn why creative leaders sometimes cost themselves their own jobs through the people they vouch for, what AI can and cannot do in marketing right now, and why standing for a specific idea beats chasing every trend. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

KFC and Weetabix both threw away the most famous slogans in their category, and had to fight their way back to them. In this episode, Tom Roach explains how "Finger Lickin' Good" and "Have You Had Your Weetabix" both got dropped while each brand chased fresher creative, and the research and internal persuasion it took to bring them back. He also breaks down why the standard marketing sales funnel misreads how people actually buy, why the von Restorff effect explains why distinctive brands get remembered, and how a hundred-year-old rule about creative quality (95% of everything has always been rubbish) applies directly to the AI content panic gripping the industry today. You will learn how to audit your own brand's forgotten assets, why B2B brands default to sameness and how to break out of it, and why "share of model" is becoming the new battleground for brand visibility in an AI-driven search world. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Ben Branson invented an entirely new drinks category from his kitchen. Then a £1 million hole nearly took it all away. In this episode, Ben explains how Seedlip, the world's first non-alcoholic spirit, grew twice as fast as the industry standard, and how that growth hid a working capital gap that surfaced mid-flight to Australia. He breaks down how the team traded their way out of the crisis in six months through relationships rather than financial engineering, why he launched straight into Selfridges instead of starting small, and why he chose to publicly embrace a review that called his product "witch's piss." You will learn how to spot the hidden financial risk behind fast growth, why polarizing feedback beats indifference when you're creating a new category, and why genuine relationships with customers and suppliers are the real safety net in a crisis. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A growth lead at a fast-scaling startup admits the truth: his old company cut a 30-person marketing and sales team, and sales didn't change at all. In this episode, Hector Hughes explains why a year of growth work, SEO, conversion rate optimization, and endless website testing achieved almost nothing, and how that failure led him to build Unplugged, a digital detox retreat business now serving thousands of guests across the UK and Spain. He breaks down why "tracking everything results in tracking nothing," why most companies never answer the one question that matters, and how stepping away from constant distraction became the foundation of his marketing philosophy. You will learn how trackable tactics replace the harder work of positioning without anyone noticing, what happens to your mind and body after three days offline, and why authenticity beats competing on someone else's terms. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Rand Fishkin built Moz into the biggest name in SEO. Then he raised $30 million in venture capital and watched it nearly break him. In this episode, Rand explains why raising venture capital was his biggest mistake, how it led to a battle with depression and his resignation as CEO, and why he is happier, healthier, and making more money today running SparkToro, a company a twentieth the size of Moz. He also breaks down why traffic has always been a vanity metric, how to build a new analytics framework for the AI and zero-click era, and why your boss is wrong to give Google credit for your branded search traffic. If you're interested on how to track marketing influence beyond click-based analytics, why website traffic is dropping while revenue holds steady for many businesses, and why brand and positioning remain the most durable marketing assets in the AI era, then this episode is for you. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A top YouTube strategist just revealed the single habit that cost him over 100 million views and then live-critiqued our own channel's titles on air. Leroy te Braak works with creators and brands doing hundreds of millions of views on YouTube. In this episode, he breaks down why most businesses get YouTube wrong, reveals his IDEAL framework (Idea, Data, Execution, Analysis, Longevity), and explains exactly how a 70-year-old soil-products founder grew from 30,000 to 100,000 subscribers with revenue up 60% month-over-month in just a few months. Chris and Will discuss why "packaging" (title + thumbnail) matters more than the video itself, why CTR and average view duration are misleading metrics, how to test thumbnails without wasting your best ideas, and why even videos with 100 million views still get revisited and improved. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Behavioural science meets marketing mishaps back in episode 46 with Phill Agnew. As a specialist in testing what really works in ads, Phill exposes how well intentioned campaigns often push audiences in exactly the wrong direction. He unpacks the idea of negative social proof, where highlighting how many people binge drink, steal from parks or ignore donation prompts can actually signal that this behaviour is normal and acceptable. Phill shares stories from university alcohol campaigns, an American park full of disappearing petrified wood and even the familiar fundraising banner on Wikipedia to show how this plays out in the real world. He then explains how a small shift in wording, audience framing and local proof can dramatically change response rates. For marketers who love data but still rely on gut feel when choosing headlines, this conversation offers a smarter way to use social proof without accidentally encouraging the behaviour you are trying to reduce. Here's the link to the full episode 46. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Most companies have bought AI. Hardly any are actually using it properly inside their teams. In this episode, recorded live at the AI for PR conference in London, we break down the real reason AI adoption fails in marketing and communications, and what it takes to make tools like Microsoft Copilot genuinely valuable. Chris Norton is with two experienced voices from the PR and SEO world who share practical use cases, honest frustrations and proven ways to close the gap between AI ambition and execution. Stuart Bruce is a communications and PR consultant who specialises in helping organisations adopt and embed AI into real workflows. He has been working closely with Microsoft Copilot, including early access through its Frontier programme, giving him hands-on experience with how AI performs inside corporate environments. Darryl Sparey is Co-Founder of Hard Numbers, a data-led PR agency focused on measurement, SEO and GEO. He brings a performance-driven perspective on how AI search is evolving, how it links with traditional SEO, and how marketers can prove ROI in an increasingly complex landscape. Together, they unpack: Why most teams are underusing AI tools they already have The biggest mistakes marketers make with Copilot and generative AI Real examples of AI automation driving efficiency in PR workflows How SEO and GEO now intersect with AI search platforms The risks of misinformation and manipulation in AI-driven discovery This is a candid conversation for marketing leaders who want to move beyond experimentation and start embedding AI into real business impact. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

In this episode of Embracing Marketing Mistakes, Chris Pharo CEO from 72 Point talks through the controversy that erupted after critics on social media challenged the term guaranteed coverage. What began as a few confused comments quickly grew into a public discussion about ethics, transparency and how PR teams work behind the scenes. Chris explains how two members of his team were unexpectedly named online, why the situation became so stressful for everyone involved, and how a lack of clarity around their processes helped fuel the reaction. He also shares the steps 72 Point took in response, including bringing in industry expert Stuart Bruce to carry out a six-week review of their methods. The findings surprised many people and led to important changes in how the company communicates its approach. This episode offers valuable lessons on communication, expectation setting and how to respond when a story takes on a life of its own. Click on this link to listen to the full episode. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Everyone is talking about AI transformation. Almost no one is thinking about whether their brand shows up when customers ask AI what to buy. This episode breaks down the biggest mistake in modern marketing and why PR is quietly becoming the most powerful driver of visibility inside generative search. Recorded live at the AI for PR conference in London, this episode features Andrew Bruce Smith , Johnny Bentwood , and James Crawford . Each brings a different lens, from strategic AI adoption to data-driven marketing and PR measurement. Together, they unpack how AI is reshaping comms, why most organisations are focusing on the wrong problems, and what marketers need to do differently right now. You’ll hear: Why starting with “tools” is the wrong way to approach AI How generative AI is changing buying behaviour across B2B and consumer markets The 4F framework to improve visibility in AI answers Why earned media is driving the majority of AI citations The biggest commercial opportunity PR has had in years This is a candid, no‑nonsense conversation about what actually matters when AI meets PR, and how to avoid getting lost in the noise. If you work in marketing, comms, or digital, this episode will help you refocus on what drives results rather than chasing the latest trend. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

Our guest, Guy Utley CEO of Tall Agency, shares a candid story about winning a major pitch despite being severely hungover from celebrating a "Best Creative Agency" award the night before. This unexpected success led to a complete transformation in his approach to business presentations, moving away from over-preparation toward more authentic communication. • Celebrating winning "Best Creative Agency" award led to drinking too much the night before a 9 AM pitch • Despite being hungover and unable to remember the pitch itself, the presentation was successful • The partner agency didn't notice anything wrong with the presentation • They won the account from a major bread company despite the presenter's condition • The experience transformed his pitching approach from rigid over-preparation to more natural, flexible presentations • Focusing on knowledge and experience rather than memorised talking points creates more authentic client interactions • Being too rehearsed can make it difficult to pivot when necessary during presentations • Main lesson: "If I can win it drunk, then surely I can win it sober" Don't drink on a school night, even if it's an award celebration. And if you need help planning your diary better, speak to Will Ockenden - he's brilliant at it. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

He handed AI a full marketing project… and it came back finished in 30 minutes. What used to take 4 days of analysis, reporting, and presentation building was done in a single sitting with better insights included. In this episode, Andrew Bruce Smith breaks down how tools like Claude Co‑Work are changing the way marketers actually work. This is not about faster copy or better prompts. It is about delegating entire workflows to AI and shifting your role from execution to management. You will hear how AI can analyse raw marketing data, build reports, create presentations, and even improve on your thinking without being explicitly asked. The implications for agencies, in-house teams, and professional services are immediate. There is also a clear warning. Most organisations are still treating AI like a tool rather than a system. That gap is where both risk and opportunity now sit. If you work in marketing, this is already affecting your output, your value, and your role. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube

A finance worker joins a Zoom call with their CFO and colleagues. Everything looks and sounds real. They transfer $25 million. Every person on that call was fake. AI misinformation has moved from theory to real-world crisis, and brands are already losing control. From deepfake CEOs and fake giveaways to hijacked campaigns and cloned influencer accounts, the speed and scale of risk has changed completely. In this episode, Will and I break down how AI is reshaping crisis management in 2026 and why most organisations are still underprepared. You’ll hear real examples of deepfake fraud, brand damage, and misinformation spreading faster than teams can respond. We also walk through a practical framework to help you protect your brand, including how to respond in the first 24 hours, how to monitor AI-driven threats, and how to build a proactive crisis plan that accounts for today’s risks. If you lead marketing, comms or brand, this is no longer optional. It is operational risk. Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈 Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show. Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [ Subscribe here ] 👈 Follow Chris: X , TikTok , LinkedIn Follow Will: LinkedIn Follow The Show: TikTok , YouTube