『The Whole Marketer Podcast』のカバーアート

The Whole Marketer Podcast

The Whole Marketer Podcast

著者： Abby Dixon
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 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.comLabyrinth Marketing 2024 マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス 経済学
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  • Episode 152 – Advertising with guest Adam Morgan: Is Your Advertising Suffering from the Cost of Dull?

    Episode 152 – Advertising with guest Adam Morgan: Is Your Advertising Suffering from the Cost of Dull?
    2025/07/14
    Episode #152. Today’s focus is a technical skill on advertising – specifically the significant implications of uninspired advertising and how to overcome dullness in your work. Abby’s guest expert is Adam Morgan, legendary marketing strategist, speaker, podcast host and author of Eating The Big Fish (which first popularised the term challenger brands some 20 years ago). As founder and partner of Eat Big Fish, an international consultancy that specializes in bringing a challenger mindset to client problems in the area of strategy, culture and innovation, he is passionate about helping brands overcome mediocrity. His latest project, The Extraordinary Cost of Dull, a collaboration with Peter Field, Jon Evans and Dr Karen Nelson-Field, delves into just how costly it is for brand owners and marketers to be dull. In his podcast entitled ‘Let's make this more Interesting’ Adam speaks to fascinating people who excel at engaging their audience. In this episode, Adam shares the background to his ‘cost of dull’ project and research showing that dull campaigns require higher media spend to achieve results. He discusses the reasons why dullness persists, five key questions to help marketers create more engaging, distinctive work, and embracing the mindset of a challenger. Plus, his career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Advertising and the ‘Cost of Dull’ project 00:03:19 Defining the Cost of Dull 00:04:39 Dullness as Exclusion & Societal Impact 00:06:33 Why Tackle Dullness 00:10:57 Prioritizing Where to Be Interesting Framework 00:13:30 Findings from the ‘Cost of Dull’ Research 00:18:24 Why Dullness Persists: The Five Drivers 00:25:52 How to Avoid Being Dull 00:26:20 The Five Questions to Ensure Engaging and Effective Communication. 00:38:31Challenger Brands Mindset 00:42:31 Career Highs and Lows 00:45:04 Advice for Marketers of Tomorrow Links Lets Make This More Interesting — eatbigfish. Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Adam Morgan | 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
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    48 分
  • Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration

    Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration
    2025/06/30
    Episode #151. Today’s focus is a technical skill on how to step change growth of your brand or business. When we refer to step change, we don’t mean incremental movements in growth, but a bold, substantial shift; whether that’s a significant reversal of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset shift – plus bravery and curiosity – to step change growth of your brand of business. Joining Abby is her guest Jo McClintock, award-winning marketer and Trainline’s VP Brand and Marketing. Jo is known in the industry for her strategic thinking, combining brand purpose and commercial strategy for brands such as Moonpig, Skyscanner, Screwfix and today at Trainline. This has really shown up in big ideas such as the award-winning ‘I Came By Train’ sustainable train initiative to get more people out of cars and planes and onto the rails, as well as scaling Trainline into four new international markets. In this episode, Jo shares her definition of a step changing growth, how to bring new ideas to your team, building a collaborative culture that supports bold ideas, helping others to visualise to bring to life and making space for curiosity. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Step Change Growth 00:02:42 Defining Step Change Growth (00:02:42)  00:04:15 Approach to Achieving Step Change 00:05:36 Culture of Curiosity and Psychological Safety 00:07:05 Critical Thinking and Accountability 00:09:31 Building and Evolving Ideas Collaboratively 00:12:33 Examples of Step Change at Trainline 00:17:21 The “Four Worlds” framework (customer, culture, business, category) 00:18:40 Permission to Think Big 00:20:00 Jo’s Strategic Thinking Process 00:25:03 Career Highs and Lows 00:27:31 Advice for Marketers of Tomorrow Book Recommendation: Where Ideas Come From Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jo McClintock | 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
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    28 分
  • Episode 150 – AI for Marketers with guest Jeremy Connell-Waite: Your New Intelligent Assistant, how to really make AI work for you

    Episode 150 – AI for Marketers with guest Jeremy Connell-Waite: Your New Intelligent Assistant, how to really make AI work for you
    2025/06/17
    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
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    41 分

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