Episodios

  • Episode 158 – Effective brand building with guest Andrew Geoghegan

    Episode 158 – Effective brand building with guest Andrew Geoghegan
    Nov 17 2025
    Episode #158. Today's episode is a technical skill on effective brand building and the considerations and competencies you need to build a brand; including the importance of clarity on your strategic choices and the movement you want to make through SMART objectives to ladder up to the commercial objectives. Abby's guest is experienced, award-winning marketing leader and friend of the podcast Andrew Geoghegan, Group Chief Marketing Officer at William Grant & Sons and ex PZ Cussons and Diageo. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA and he has been recognised as one of the top 100 marketers by Marketing Week. In this episode, Andrew shares his experience of brand building and practical advice from his book 'Effective brand building' including organisational context when brand building, making strategic choices, meeting your consumer where they are and how to win/keep winning. Plus Andrew's highs and lows (since he last appeared on our podcast) and advice for marketers of tomorrow. Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Andrew Geoghegan | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team
    Más Menos
    40 m
  • Episode 157 – Burnout with guest Dr Richard Duggins: Are you close to the burnout cliff and what to do about it

    Episode 157 – Burnout with guest Dr Richard Duggins: Are you close to the burnout cliff and what to do about it
    Nov 3 2025
    Episode #157. We're focusing on burnout on today's episode, an issue we regularly and will continue to raise awareness of in our profession. We are passionate about providing support to empower you with the signs and actions you can take to aid in prevention and recovery in our fast-paced, challenging yet rewarding marketing profession. Joining Abby on this episode is guest expert Dr Richard Duggins, Associate Medical Director for culture and leadership at Kent NHS Foundation Trust and a leading voice on staff wellbeing. A psychiatrist, psychotherapist and leadership coach, Richard has spent nearly two decades helping healthcare and other professionals recover from burnout, anxiety and depression. His work blends clinical expertise with deep insights into organisational culture and he leads a specialist regional wellbeing service for over 175,000 health and social care staff and works with the NHS practitioner help. In this episode, Richard shares insights from his book 'Burnout-Free Working: Your Expert Guide to Thriving in Stressful Workplaces' and discusses what burnout is, warning signs that you're on the edge of the burnout cliff and 5 ways to avoid it. Plus practical frameworks like the "exhaustion funnel" and "drain and radiators" and finding a decompression activity to boost your energy. Plus Richard's advice for marketers of tomorrow. 00:00:00 Introduction to Burnout 00:02:31 Defining Burnout 00:04:22 Recognizing Burnout in Ourselves and Others 00:07:32 The Exhaustion Funnel 00:09:16 The Burnout Cliff 00:13:00 Personal and Professional Factors in Burnout 00:17:36 Impact of Perfectionism 00:21:42 Resilience 00:21:50 Radiators and Drains Model 00:29:09 Five Ways to Prevent Burnout 00:35:11 Looking Out for Others: The Three L's 00:39:09 Building a Supportive Culture 00:40:02 Final Advice for Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Dr Richard Duggins | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team
    Más Menos
    41 m
  • Episode 156 – Resilience with guest Drew Povey: How to build your resilience with tips and tools for leaders

    Episode 156 – Resilience with guest Drew Povey: How to build your resilience with tips and tools for leaders
    Oct 20 2025
    Episode #156. This episode of personal understanding is a skill for marketers in our ever-changing, challenging yet rewarding profession. We're discussing resilience - not to be confused with endurance. We believe building resilience is about individuals feeling empowered to proactively put in place what they need to ensure that they have the energy and wellbeing levels to deal with day-to-day life and setbacks when they inevitably occur. Abby's guest expert on this topic is Drew Povey, author, leadership coach and mentor with over 25 years professional experience in multi-sector, executive level leadership across a wide range of sectors including elite sport, corporate, nonprofit and government settings. Drew's recently published book 'When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles' includes his models and tools to support leaders with resilience.  In this episode, Drew shares his definition of resilience, building resilience like a muscle and practical models from his book, including the "Five H's" for effective leadership in tough times and BEST LIFE for well-being. Plus Drew's advice for marketers of tomorrow to build their tolerance to change. 00:00:00 Welcome and Introduction to Resilience 00:01:11 Defining Resilience vs. Endurance 00:03:41 Drew Povey's Perspective on Resilience 00:07:30 Resilience and Well-being 00:12:06 Drew Povey's Book: When the Clouds Come 00:15:21 The Cloud Analogy 00:20:32 "BEST LIFE" Model 00:23:01 Building Resilience Like a Muscle 00:28:03 Perspective and Leadership During Change 00:33:40 The Three P's Model for Difficult Times 00:38:10 Change as a Process, Not an Event 00:38:56 The Five H's for Dealing with Difficulty 00:47:55 The Power of Pause in Leadership 00:51:32 Summary and Final Reflections 00:52:07 Final Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Drew Povey | LinkedIn When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Amazon.co.uk: Povey, Drew: 9780857089175: Books 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team
    Más Menos
    57 m
  • Episode 155 – Owning and Sharing your Voice with guest Nicola Kemp: The Most Powerful Tool for Marketers is Your Authentic Voice

    Episode 155 – Owning and Sharing your Voice with guest Nicola Kemp: The Most Powerful Tool for Marketers is Your Authentic Voice
    Oct 6 2025
    Episode #155. Today's focus is a personal understanding topic on the importance of marketers owning and sharing their authentic voices - especially on platforms like LinkedIn.  Joining Abby is her guest Nicola Kemp, Editorial Director for Creative Brief. Starting her career as a financial journalist, Nicola has worked for titles including Campaign, WGSN, M&M Global, Reuters, Bloomberg, The Guardian and The Observer. Today, Nicola is a passionate advocate speaking out for diversity in all its forms in the creative industries. A respected voice, Nicola won the Woman in Marketing Journalist of the year award, named as one of the 200 women redefining the creative industry by The Dots, an #EverydayAction award winner by Bloom, a Pitch 100 Superwoman, a Power Part Time winner and a Campaign Trailblazer of the future. In this episode, Nicola shares her definition of sharing your voice, overcoming internal doubts, external barriers like misogyny, and the need for diversity of thought and positive change in marketing. Plus, practical advice on building confidence, starting small, and focusing on personal strengths. Nicola also shares her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Owning and Sharing your Voice 00:02:28 What it Means to Harness the Power of Your Voice in Marketing 00:03:40 The Social Responsibility of Using Your Voice 00:04:47 Barriers, Backlash and Self-Editing 00:15:31 The Importance of Community 00:18:14 How to Start Sharing Your Voice 00:20:54 Humility and Curiosity 00:29:30 Building Clarity and Self-Understanding 00:32:42 Developing Confidence 00:35:58 The Power of Vulnerability and Authenticity 00:37:48 Nicola's Career Highs and Lows 00:42:17 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Nicola Kemp | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest thinking, technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team
    Más Menos
    44 m
  • Episode 154 – Leading the Long-term Commercial Agenda with guest Naomi Walkland: Motorway's CMO on marketers understanding finance to own short and long-term growth agenda

    Episode 154 – Leading the Long-term Commercial Agenda with guest Naomi Walkland: Motorway's CMO on marketers understanding finance to own short and long-term growth agenda
    Sep 22 2025
    Episode #154. We're back! Season 9 kicks off with a fundamental technical skill for marketers growing the brands and businesses of tomorrow… we're discussing marketing's role in leading the long-term commercial agenda, what you can do to build trusting and collaborative relationships with your finance department and how to build the link between marketing and commercial results. Abby's guest expert is Naomi Walkland, Chief Marketing Officer at Motorway, which is the UK's fastest growing car marketplace. In her role, she oversees the company's brand and product marketing, growth marketing, creative communications and business marketing team. Previously, Naomi served as the VP of Bumble, where she led the international marketing team, driving new customers and revenue growth outside of the US. Naomi is an Honorary Fellow of the Marketing Society, and has been recognised by Marketing Week and Campaign Magazine as one of their top marketing leaders in the UK. In this episode, Naomi shares what it means to lead the long-term commercial agenda, developing your financial literacy, building relationships with finance and modelling this with your teams, and the importance of transparency and shared responsibility with your CFO. Plus her experience at Bumble and Motorway, career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Marketing's Role in Leading the Long-Term Commercial Agenda 00:04:27 Importance of Sustainable Growth 00:06:05 Building Evidence of Marketing's Impact 00:08:53 Building a Relationship with the CFO  00:10:07 Transparency and Shared Accountability with Finance 00:14:52 Taking Calculated Risks 00:17:49 Honesty and Trust in Marketing Leadership 00:19:34 Developing Courage and Humility as a Leader 00:23:10 Educating Teams on Commercial Understanding 00:24:02 Investing in your Financial Literacy and Development 00:28:24 Naomi's Career Highs and Lows 00:31:58 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Naomi Walkland | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to hear how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team.
    Más Menos
    34 m
  • Episode 153 – Creative Excellence with guest Rich Atkinson-Toal: Tips from Amex's Global Brand and Marketing VP on Cultivating a Culture of Creativity in Your Team

    Episode 153 – Creative Excellence with guest Rich Atkinson-Toal: Tips from Amex's Global Brand and Marketing VP on Cultivating a Culture of Creativity in Your Team
    Jul 28 2025
    Episode #153. This topic is a technical and human skill that all marketers should strive to develop in order to solve problems and inspire new thinking, ideas, products and experiences for your consumers and your organisation… we're talking about creating a culture of creative excellence – what it is and how to get started. Abby's guest expert is Rich Atkinson-Toal, VP of Global Brand and Marketing at Amex Global Business Travel. His marketing and communication leadership experience extends across B2C and B2B brands including Barclays and Barclaycard. Over the last 18 years, Rich has worked across all marketing and management disciplines, including media, creative, marketing, technology, production, communications, planning and activation. He is also deputy chair and non-executive director of the Data and Marketing Association and as a growth orientated, passionate and ambitious leader he believes culture and purpose are key components of brand and business success. In this episode, Rich shares his definition of creative excellence, the process he puts in place as a leader to make time and space for creativity, reviewing and aligning creativity, starting your creative excellence culture and how to engage your team. Plus his highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction Creative Excellence 00:04:15 Defining Creative Excellence 00:07:04 Clarity and Alignment in Creativity 00:08:06 Creativity as a Mindset Across the Organisation 00:10:01 Practical Steps to Shift Creative Culture 00:14:53 Creative Reviews and Consistency 00:19:13 Measuring External Creative Excellence 00:25:10 Skills and Behaviours for Creative Teams 00:30:35 Protecting the Creative Team Environment 00:34:12 Lessons Learned in Creative Transformation 00:38:08 Career Highs and Lows 00:42:27 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Rich Atkinson-Toal | 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
    Más Menos
    44 m
  • 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?
    Jul 14 2025
    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
    Más Menos
    48 m
  • 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
    Jun 30 2025
    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
    Más Menos
    28 m